Ni Ketut Sariani, Nengah Ganawati, Ni Ketut Sudarmini
Abstract: Competition in the banking industry in the global era is getting tougher. One issue that is still hampering PT. Bank Pembangunan Daerah Bali (PT. BPD Bali) progress in addition to capital, brand awareness, human resource competency. This is evident from the fact that PT. BPD Bali won 10 Bank Pembangunan Daerah (Local Development Bank) with service excellence. Though the quality of service will largely determine customer satisfaction. If customer satisfaction can be achieved, it is not impossible that customers will be loyal and participate in recommending financial services provided by PT. BPD Bali. The purpose of this study is to analyze the effect of service quality on customer satisfaction, loyalty, and word of mouth. This research is an explanatory research with a quantitative approach. The study population is all registered customers who have savings and or credit at the head office of PT. BPD Bali, with a sample of 70 people. The sampling technique is done by combining purposive sampling with convenience sampling. Data were collected through a questionnaire which was then analyzed by SEM-PLS analysis techniques. Whereas in the second year data collection by questionnaire will be continued with a SWOT analysis, so that internal factors and external factors and strategies that can be carried out for developing service quality at PT. BPD Bali. The results showed that the quality of service had a positive and significant effect on customer satisfaction, loyalty, and word of mouth. Therefore it is necessary to conduct further research on strategies to improve service quality at PT. BPD Bali, considering the quality of service will have a very high impact on the development of PT. BPD Bali.
Keywords: bank strategy, customer loyalty, customer satisfaction, quality of service, word of mouth