The Influence of Service Quality (Tangibles, Empathy, Reliability, Responsiveness, and Assurance) on Customer Satisfaction and Customer Loyalty of Brilink Agent NN Group

Abstract

The advancement of financial technology in Indonesia has facilitated the emergence of BRILink agents as a strategic instrument in supporting financial inclusion programs, particularly for communities in rural and underserved areas. This study aims to examine the influence of service quality on customer satisfaction and customer loyalty through the five dimensions of the SERVQUAL model, namely tangibles, empathy, reliability, responsiveness, and assurance. Furthermore, this research investigates the mediating role of customer satisfaction in indirectly shaping customer loyalty. This study adopts a quantitative approach using Structural Equation Modeling based on Partial Least Squares (SEM-PLS). The analysis was conducted on data collected from 155 respondents who are active users of BRILink NN Group services in Indragiri Hulu Regency. The findings indicate that service quality has a significant positive effect on customer satisfaction, and customer satisfaction, in turn, significantly contributes to the formation of customer loyalty. However, no significant direct relationship was found between service quality and customer loyalty without the mediation of customer satisfaction. These findings underscore the importance of a relational approach in the management of financial services, where the emotional dimension of customer perception plays a central role in fostering long-term loyalty. Therefore, service strategies should not only emphasize operational efficiency but also prioritize personal engagement and the fulfillment of customers’ specific needs. This study provides a conceptual foundation for the development of BRILink service standards that are customer experience-oriented and aimed at achieving sustainable competitive advantage.