Sulistyastuti, Kezia Dyah (2025) Pengaruh Kualitas Pelayanan, Fasilitas Bank, dan Keramahan Petugas terhadap Word Of Mouth di Bank BRI Kota Semarang. Skripsi thesis, Universitas BPD.
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Abstract
Competition among banks demands improvements in service quality, adequate facilities, and staff friendliness as strategies to create positive experiences that can trigger Word of Mouth (WOM). This phenomenon is observed at Bank BRI in Semarang, where WOM plays a crucial role in retaining customers amid intense banking competition. This study examines the influence of service quality, bank facilities, and staff friendliness on WOM. The population of the study comprised Bank BRI customers in Semarang, with a sample of 97 respondents selected using purposive sampling. Data were analyzed using multiple linear regression with SPSS 26. The results indicate that all three variables have a positive and significant effect on WOM, with staff friendliness having the most dominant influence, followed by service quality and bank facilities. These findings emphasize that personal service factors are the key drivers in shaping positive WOM.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | Competition among banks demands improvements in service quality, adequate facilities, and staff friendliness as strategies to create positive experiences that can trigger Word of Mouth (WOM). This phenomenon is observed at Bank BRI in Semarang, where WOM plays a crucial role in retaining customers amid intense banking competition. This study examines the influence of service quality, bank facilities, and staff friendliness on WOM. The population of the study comprised Bank BRI customers in Semarang, with a sample of 97 respondents selected using purposive sampling. Data were analyzed using multiple linear regression with SPSS 26. The results indicate that all three variables have a positive and significant effect on WOM, with staff friendliness having the most dominant influence, followed by service quality and bank facilities. These findings emphasize that personal service factors are the key drivers in shaping positive WOM. |
| Uncontrolled Keywords: | Kualitas Pelayanan, Fasilitas Bank, Keramahan Petugas, Word of Mouth |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Wisudawan S1 |
| Date Deposited: | 20 Oct 2025 11:43 |
| Last Modified: | 20 Oct 2025 11:43 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/2969 |
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