Strategies for Building Customer Satisfaction at the Aksara Branch of PT Bank Aceh Syariah

Abstract

Customer satisfaction is a strategic aspect of sustaining relationships between banks and customers, particularly in Islamic banking, which is required to provide quality services, accessible channels, and sustainable customer relationships. This study aims to analyze the effects of service quality, accessibility, and Customer Relationship Management (CRM) on customer satisfaction at PT Bank Aceh Syariah KCP Aksara. A quantitative survey approach was employed involving 140 customers as respondents. The data were analyzed using multiple linear regression, supported by validity, reliability, classical assumption, t-test, F-test, and coefficient of determination analyses. The results show that service quality has a positive and significant effect on customer satisfaction (β=0.318; p<0.001), accessibility has a positive and significant effect (β=0.171; p=0.009), and CRM has a positive and significant effect (β=0.399; p<0.001). Simultaneously, the three variables significantly affect customer satisfaction (F=61.319; p<0.001) and explain 57.5% of its variance. The synthesis indicates that customer satisfaction is shaped by the integration of service interaction quality, ease of access, and sustainable relationship management, with CRM demonstrating the strongest relative influence. The policy implication is that the bank should strengthen CRM through personalized communication, post-transaction follow-up, complaint management, and customer data utilization, supported by continuous improvements in service quality, facilities, information accessibility, and digital services.