The Influence of Service Quality Factors on Customer Satisfaction in the Banking Sector in Batam City

- The aim of this research is to determine how factors related to service quality influence the level of customer satisfaction in the Batam City banking sector. In today's era of ruthless globalization, improving service quality is critical to attracting new customers and retaining old ones. In this research, customer satisfaction is the dependent variable, while the independent factors are price, trust, loyalty, service quality and product quality. Customer experience is also used as a mediating factor. This research involved 304 people selected at convenience using online Google Forms. Data analysis was carried out using the SmartPLS 3.0 and SPSS 25.0 programs. According to the results of statistical studies, service quality significantly influences customer satisfaction. However, research also shows that theories about customer experience and loyalty are unlikely to be accepted given the existing evidence. These results show more clearly how important service quality is for the Batam City banking industry to make customers satisfied.