Pengaruh Kualitas Pelayanan dan Corporate Social Responsibility (CSR) Terhadap Citra Bank Kalsel
DOI:
https://doi.org/10.20527/jbp.1515i2.139Keywords:
Service Quality, Corporate Social Responsibility, Corporate Image, Bank Kalsel, BankingAbstract
This study aims to examine the influence of service quality and Corporate Social Responsibility (CSR) on the corporate image of Bank Kalsel. The study employed a quantitative approach using an explanatory survey design. Data were collected through questionnaires distributed to Bank Kalsel customers who met the research criteria and were analyzed using multiple linear regression with SPSS. The findings indicate that service quality has a positive and significant effect on the corporate image of Bank Kalsel. Likewise, Corporate Social Responsibility (CSR) also has a positive and significant effect on the bank's corporate image. Furthermore, service quality and CSR jointly have a significant influence on strengthening the corporate image of Bank Kalsel. These findings suggest that professional, responsive, and customer-oriented service quality, together with the consistent implementation of CSR programs that provide tangible benefits to the community, plays an important role in creating positive public perceptions and enhancing the bank's corporate image. The study implies that continuous improvement in service quality and effective CSR implementation can serve as strategic initiatives for Bank Kalsel to strengthen public trust, enhance its corporate reputation, and maintain its competitiveness as a regional development bank
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