Factors Affecting Customer Loyalty of PT Bank Sumut KCP USU Medan

Oct 13, 2025 by wbrum.org 100 views

Factors Affecting Customer Loyalty of PT Bank Sumut KCP USU Medan

Understanding the Importance of Customer Loyalty in Banking

Customer loyalty is a crucial aspect of a bank's sustainability. In today's competitive banking industry, retaining customers is essential for long-term success. PT Bank Sumut, a Sub-Branch Office (KCP) of the University of North Sumatra (USU) Medan, aims to understand the factors that influence customer loyalty. This study aims to reveal the effect of various factors on customer loyalty at PT Bank Sumut KCP USU Medan.

Methodology and Data Collection

This study uses descriptive analysis and statistical analysis methods to analyze the data. The statistical analysis includes multiple regression analysis, correlation analysis, simultaneous significance testing, partial significance testing, and testing of the coefficient of determination. The research data was collected from 100 respondents who are customers of PT Bank Sumut KCP USU Medan.

Results and Findings

The results of this study show that together, the ease of access (convenience), a sense of security (assurance), added value (add value), and emotional factors (emotional factor) have a significant influence on customer loyalty. This means that the better the four factors, the higher the customer's loyalty to PT Bank Sumut KCP USU Medan.

However, when tested partially, only the added value factor (add value) has a dominant influence on customer loyalty. This means that customers of PT Bank Sumut KCP USU Medan prioritize the added value they get from banks, compared to other factors.

Deeper Analysis of Key Factors

Add Value Factor (Add Value)

The add value factor refers to the attractive promo programs, prizes, or exclusive facilities and services provided to customers. PT Bank Sumut KCP USU Medan needs to continue to improve and update this added value program in order to continue to attract and maintain customer loyalty.

Ease of Access (Convenience)

Ease of access is an important factor in increasing customer loyalty. This can be realized by providing bank services that are easily accessible, such as ATMs that are widespread, mobile banking services that are easy to use, and flexible operating hours.

Assurance (Assurance)

Assurance is also a key factor in building customer loyalty. PT Bank Sumut KCP USU Medan needs to guarantee the security of customer data and transactions, as well as building trust through professional and responsible services.

Emotional Factors (Emotional Factor)

Emotional factors include aspects such as friendliness and professionalism of bank officers, comfortable office atmosphere, and CSR programs that have a positive impact on the community.

Conclusion and Recommendations

The results of this study provide important information for PT Bank Sumut KCP USU Medan to increase customer loyalty. The main focus needs to be directed at increasing added value given to customers, but other factors such as ease of access, security, and emotional factors also need to be considered to create positive and satisfying banking experience for customers.

Implications for PT Bank Sumut KCP USU Medan

The findings of this study have significant implications for PT Bank Sumut KCP USU Medan. The bank needs to focus on providing added value to customers, such as attractive promo programs and exclusive facilities and services. Additionally, the bank needs to improve ease of access, security, and emotional factors to create a positive and satisfying banking experience for customers.

Future Research Directions

This study provides a foundation for future research on customer loyalty in the banking industry. Future studies can explore the impact of technology on customer loyalty, the role of social media in building customer loyalty, and the effect of customer loyalty on bank performance.

Limitations of the Study

This study has several limitations. The sample size is relatively small, and the study only focuses on customers of PT Bank Sumut KCP USU Medan. Future studies can use larger sample sizes and explore customer loyalty in other banks.

Conclusion

In conclusion, this study provides important insights into the factors that influence customer loyalty at PT Bank Sumut KCP USU Medan. The findings of this study have significant implications for the bank and provide a foundation for future research on customer loyalty in the banking industry.
Frequently Asked Questions (FAQs) on Factors Affecting Customer Loyalty of PT Bank Sumut KCP USU Medan

Q: What is customer loyalty, and why is it important for banks?

A: Customer loyalty refers to the degree to which customers are committed to a particular bank and are likely to continue doing business with them. It is essential for banks to retain customers, as it leads to increased revenue, reduced marketing costs, and improved brand reputation.

Q: What are the key factors that influence customer loyalty in the banking industry?

A: The key factors that influence customer loyalty in the banking industry include ease of access, security, added value, and emotional factors. These factors are critical in creating a positive and satisfying banking experience for customers.

Q: What is meant by added value in the context of customer loyalty?

A: Added value refers to the attractive promo programs, prizes, or exclusive facilities and services provided to customers. It is a key factor in building customer loyalty, as customers prioritize the added value they receive from banks.

Q: How can banks improve ease of access to increase customer loyalty?

A: Banks can improve ease of access by providing services that are easily accessible, such as ATMs that are widespread, mobile banking services that are easy to use, and flexible operating hours.

Q: What is the role of security in building customer loyalty?

A: Security is a critical factor in building customer loyalty. Banks need to guarantee the security of customer data and transactions, as well as build trust through professional and responsible services.

Q: How can banks create a positive and satisfying banking experience for customers?

A: Banks can create a positive and satisfying banking experience for customers by focusing on emotional factors, such as friendliness and professionalism of bank officers, comfortable office atmosphere, and CSR programs that have a positive impact on the community.

Q: What are the implications of this study for PT Bank Sumut KCP USU Medan?

A: The findings of this study have significant implications for PT Bank Sumut KCP USU Medan. The bank needs to focus on providing added value to customers, improving ease of access, security, and emotional factors to create a positive and satisfying banking experience for customers.

Q: What are the limitations of this study?

A: This study has several limitations, including a relatively small sample size and a focus on customers of PT Bank Sumut KCP USU Medan. Future studies can use larger sample sizes and explore customer loyalty in other banks.

Q: What are the future research directions for this study?

A: Future studies can explore the impact of technology on customer loyalty, the role of social media in building customer loyalty, and the effect of customer loyalty on bank performance.

Q: What are the practical implications of this study for banks?

A: The findings of this study have practical implications for banks, including the need to focus on providing added value to customers, improving ease of access, security, and emotional factors to create a positive and satisfying banking experience for customers.

Q: What are the key takeaways from this study?

A: The key takeaways from this study are the importance of customer loyalty in the banking industry, the key factors that influence customer loyalty, and the need for banks to focus on providing added value, improving ease of access, security, and emotional factors to create a positive and satisfying banking experience for customers.