Ni Putu Oktarianti, Baiq Anggun Hilendri Lestari, Lalu Andika Noviawan

THE EFFECT OF SERVICE QUALITY, FINANCIAL SELF-EFFICACY AND FINANCIAL INCLUSION ON CUSTOMER SATISFACTION AT BANK BRI MATARAM BRANCH

Introduction

The effect of service quality, financial self-efficacy and financial inclusion on customer satisfaction at bank bri mataram branch. Explore the impact of service quality, financial self-efficacy, and financial inclusion on customer satisfaction at Bank BRI Mataram. Discover key factors driving customer loyalty.

Abstract

The purpose of this study is to see the influence of service quality, financial self-efficacy, and financial inclusion on customer satisfaction of Bank BRI Mataram branch. The population in this study is Bank BRI Mataram branch customers and the number of samples is 100 respondents using the Non Probability Sampling method and the technique used is Accidental Sampling. Data collection was carried out by distributing questionnaires online. The data analysis technique used was multiple regression analysis and based on the analysis, it was found that the quality of service and financial inclusion had a positive and significant effect on customer satisfaction while financial self-efficacy did not have a significant effect on customer satisfaction at Bank BRI Mataram branch.

Review

This study timely investigates the determinants of customer satisfaction within a specific banking context, Bank BRI Mataram branch, focusing on service quality, financial self-efficacy, and financial inclusion. The findings reveal that both service quality and financial inclusion significantly and positively impact customer satisfaction, which aligns with established literature in the banking sector. However, the unexpected non-significant effect of financial self-efficacy on customer satisfaction presents an intriguing result that warrants further exploration, potentially challenging some intuitive assumptions or suggesting unique contextual nuances at play within this specific market. The study's contribution lies in providing direct, localized insights into critical factors for customer retention and loyalty in a developing market setting. While the study offers valuable insights, there are several methodological aspects that limit the generalizability and robustness of its conclusions. The use of a relatively small sample size of 100 respondents, particularly when employing multiple regression analysis, may restrict the statistical power and external validity of the findings. Furthermore, the reliance on a non-probability sampling method, specifically accidental sampling, raises concerns about the representativeness of the sample and the ability to generalize these findings beyond the studied population of Bank BRI Mataram branch customers. Future research would benefit significantly from employing larger, more rigorously selected samples using probability sampling techniques to enhance the reliability and generalizability of the results. Despite these methodological limitations, the study's practical implications are clear for Bank BRI Mataram, suggesting that investments in enhancing service quality and expanding financial inclusion initiatives are crucial for improving customer satisfaction. From a theoretical perspective, the non-significant role of financial self-efficacy is particularly noteworthy. Future research should delve deeper into this finding, perhaps by exploring potential mediating or moderating variables that might explain this relationship, or by employing qualitative methods to understand customers' perceptions more thoroughly. Expanding the study to include a broader geographical scope or other financial institutions would also strengthen the external validity and provide a more comprehensive understanding of these relationships in the wider banking landscape.

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