The influence of service quality, facilities and product types on customer satisfaction at Bank Aceh Singkil Branch

Currently, customer satisfaction is the focus of attention by almost all parties, including Bank Aceh Singkil Branch. This study identifies the problems faced by Bank Aceh Singkil Branch regarding customer satisfaction. Although there is an increase in the number of customers every year, the addition of customers has decreased from 2021 to 2022. In addition, many customers leave their accounts without officially closing them, which makes it difficult to measure the number of inactive customers. In the increasingly fierce competition of the banking industry, this problem indicates a potential decline in customer satisfaction. Factors that potentially affect customer satisfaction include service quality, facilities, and the types of products offered by the bank. Therefore, it is necessary to conduct research to understand the extent to which the quality of service, facilities, and types of products of Bank Aceh Singkil Branch meet the expectations of its customers and to identify solutions to improve customer satisfaction in the long term. The results of this study indicate that the quality of service, facilities and types of products have a simultaneous influence on customer satisfaction, because the three variables have a direct effect value greater than 0, while for the indirect effect has a value of 0.