Dynamics of Brand Loyalty in Financial Services: A Case Study of Taspen Service Partners (Persero) Pematangsiantar Branch

Brand loyalty is a key factor in retaining customers in the financial services industry. This study aims to analyze the dynamics of brand loyalty in Taspen Service Partners (Persero) using a qualitative approach. Data was collected through in-depth interviews, observations, and analysis of related documents. The results of the study show that customer loyalty is influenced by four main factors, namely service quality, customer trust, ease of access, and technology support. The quality of service, which includes the speed and accuracy of pension benefit payments, is the dominant factor that drives customer loyalty. Trust in the company as part of a State-Owned Enterprise (SOE) also plays an important role in increasing customer loyalty. In addition, the ease of access to services through branch offices and digital platforms increases customer satisfaction, although there are still obstacles in technology adoption, especially for elderly customers. The study also identified several challenges in building brand loyalty, such as a lack of digital education, administrative constraints, and competition with other financial service providers. To face these challenges, companies need to improve service quality, strengthen transparency and communication, develop digital education programs, and simplify administrative processes. By implementing the right strategy, Taspen Service Partners can maintain and increase their customer loyalty. This research contributes to the development of brand loyalty theory in financial services as well as practical recommendations for companies in improving long-term relationships with customers.