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Abstract
The purpose of this research are: (1) To determine and analyze the simultaneous effect of
the service quality which consist of direct evidence, reliability, responsiveness, assurance and
empathy toward customer satisfaction; (2) To identify and analyze the partial effect of the
service quality which consist of direct evidence, reliability, responsiveness, assurance and
empathy toward customer satisfaction; (3) To determine and analyze which variables between
direct evidence, reliability, responsiveness, assurance and empathy, the dominant influence
toward customer satisfaction. This research is a survey research using a type of Causal
Comparative Research. The sample used was active customers conduct transactions at the
teller on PT Bank Central Asia Negara branch office for one month with a total of about
1,000 customers. The sample in this research equal with population data collection. Statistical
analysis used is multiple regression analysis and variance analysis. The research results
showed that: (1) The quality of service consist of direct evidence, reliability, responsiveness,
assurance, and empathy simultaneously influence on customer satisfaction. (2) Quality of
service consist of direct evidence, reliability, responsiveness, assurance, and empathy partially
influence on customer satisfaction. (3) The reliability is dominant influence on customer
satisfaction.