The Effect of Customer Relationship Management, Customer Experience, and Servicescape on Customer Loyalty through Trust at BPR Khrisna Darma Adipala

Abstract

Intensifying competition in the banking industry, particularly among Rural Banks (BPR), requires stronger customer relationships, better service experiences, and supportive physical environments to foster loyalty. At BPR Khrisna Darma Adipala, growth in active customers has not been fully matched by product sales targets, highlighting the need to examine loyalty drivers. This study analyzes the effects of Customer Relationship Management (CRM), Customer Experience, and Servicescape on Customer Loyalty, both directly and indirectly through Trust. Using a quantitative associative design and SEM-PLS with SmartPLS 3.0, data were collected from 370 respondents selected through proportionate stratified random sampling from 4,992 customers. The results show that CRM, Customer Experience, and Servicescape significantly affect both Trust and Customer Loyalty, while Trust also significantly influences Customer Loyalty. Trust therefore mediates the relationships among the study variables. These findings suggest that improving service quality, customer experience, and the bank’s physical environment can strengthen customer trust and loyalty