The Influence of Service Quality, Company Image, Customer Trust, and Brand Reputation on Customer Satisfaction and Customer Loyalty at Bank Central Asia Tbk in Surabaya

Abstract : A bank is a business entity whose primary activity is to collect funds from the public in the form of deposits and distribute them as loans or other forms of credit to maintain economic stability and improve the welfare of society. The purpose of this research is to examine several factors that contribute to customer loyalty. This study can be classified as descriptive research, utilizing questionnaires as the primary data source through Google Forms. The subjects of this research are 200 customers of Bank Central Asia in Surabaya. This study can be classified as descriptive research, utilizing questionnaires as the primary data source through Google Forms. The subjects of this research are 200 customers of Bank Central Asia in Surabaya. The conclusion of this research is that service quality, company image, customer trust and brand reputation significantly influence customer satisfaction and customer loyalty. Each element is interconnected and must be managed in an integrated manner to achieve optimal outcomes.