MEMBANGUN KEPERCAYAAN NASABAH MELALUI SERVICE EXCELLENCE

(Studi Kasus pada Nasabah Kelolaan SGK di Bank Mandiri)

Abstract

This study aims to examine the impact of service excellence implementation by Sales Generalis Konsumtif (SGK) at Bank Mandiri on customer trust and loyalty. In an era of globalization characterized by intense competition in the banking industry, service quality has become a critical factor in retaining customers. Using a quantitative approach and case study methodology, data was collected from 58 respondents who are SGK customers. Based on Spearman Rank Correlation analysis, a value of ρ = 0.886 with p < 0.01 was obtained, indicating a positive and very strong relationship between Service Excellence and Customer Trust. This means that the higher the quality of service provided by the company, the greater the level of customer trust. Thus, the analysis results show that service excellence has a positive and significant effect on customer trust, which in turn enhances customer loyalty. These findings underscore the importance of excellent service in building long-term relationships with customers.