PENGARUH HANDLING COMPLAINT DAN KUALITAS LAYANAN TERHADAP LOYALITAS NASABAH BANK MUAMALAT KOTA PALU

Abstract

This study aims to examine the effect of complaint handling and service quality on customer loyalty at Bank Muamalat in Palu, both partially and simultaneously. This research employed a quantitative approach. The population consisted of 523 customers of Bank Muamalat Palu, with a sample of 84 respondents selected using probability sampling through a simple random sampling technique. Data were collected through observation, interviews, questionnaires, and documentation. The data were analyzed using multiple linear regression with the assistance of SPSS version 23. The results indicate that complaint handling has a positive and significant effect on customer loyalty, with a t-value of 6.458 and a significance level of 0.000. Meanwhile, service quality does not have a significant effect on customer loyalty, with a t-value of 1.103 and a significance level of 0.273. Simultaneously, complaint handling and service quality have a significant effect on customer loyalty, with an F-value of 21.118 and a significance level of 0.000. The Adjusted R Square value of 0.326 indicates that the two independent variables explain 32.6% of the variation in customer loyalty, while the remaining 67.4% is explained by other factors outside the research model. These findings indicate that the bank's ability to handle customer complaints promptly, appropriately, and communicatively is an important factor in maintaining customer loyalty.

Keywords: Complaint Handling, Service Quality, Customer Loyalty, Islamic Banking