Abstract:
This study aims to determine the effect of service quality, customer satisfaction, and commitment on
customer loyalty at Bank BRI. This research method uses quantitative methods with a population of
customers who save at the BRI Persero Palopo branch of the bank. The sample used is 320 respondents,
and the data is measured using a numerical scale (numbers). After the analysis, the results obtained
showed that service quality has a positive effect on commitment, customer satisfaction has a positive
effect on commitment, and commitment has a positive effect on loyalty.
