The Influence of Service Quality and Security on Customer Satisfaction and Loyalty in BRILink Services in Indonesia

Abstract

The development of agent-based financial services has continued to grow with the presence of BRILink as an extension of Bank Rakyat Indonesia (BRI) in providing financial services across various regions, including areas with limited access to formal banking. This study examined the dimensions of service quality, specifically the effect of tangibles, reliability, responsive, assurance, empathy and security on the customer satisfaction and the effect towards customer loyalty on the BRILink service users in the province of Lampung. A survey was conducted amongst BRILink customers using a quantitative approach where data was collected through a structured questionnaire. Three hundred respondents were interviewed, whose data was then analyzed using the SEM LISREL 8.80 method. The period of this research was between September and November of 2025. Research shows that each of the six attributes which make up service quality - these are tangibles, reliability, responsiveness, assurance, empathy and security have a positive impact on customer satisfaction, with reliability being the most significant. Customer satisfaction has been found to play a crucial role in boosting customer loyalty. Customers who have had a good experience with BRILink are likely to use the company again and also to recommend the services they received to their friends. A key outcome of the research findings is the importance of strengthening service quality and security. This can be achieved through services that are both responsive and reliable, physical facilities that are adequate, professional attitudes and empathetic staff. Also important are secure transactions. A significant factor in improving customer satisfaction and customer loyalty towards BRILINK's services is the company's ability to improve these dimensions.