The study aims to determine the effect of service quality and product quality on customer satisfaction and loyalty at Bank BPDM Namlea Branch. This research is a type of explanatory research (explanatory), which has the aim of explaining the influence. The influence of service quality and product quality on customer satisfaction and loyalty of BPDM bank customers. The research object in this study is the branch office of the Maluku Regional Development Bank (BPDM). The population in this study were all customers who use the services of the Bank BPDM Namlea Branch. While the sample in the study were customers who used BPDM Namlea Branch bank service products who happened to meet a researcher who was considered suitable as a data source and was willing to fill out a questionnaire or questionnaire. Analysis of the data used in this study using path analysis with the help of calculations through the SPSS release 23.0 program. The results of this study are the quality of service and products has a significant effect on customer satisfaction. This proves that the better the quality of service and product quality, the more customer satisfaction will be

Author Name: Muspiha Muspiha, Firman Gazali Djunaidi, R.S Masna Hatuwe

URL: View PDF

Keywords: service quality, product quality, customer satisfaction, customer loyalty

ISSN: 2723-3669

EISSN: 2723-3669

EOI/DOI: https://doi.org/10.47323/ujss.

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