The Effect of Serve Quality and Relationship Management on Customer Engagement with Customer Satisfaction as a Mediating Variable at BRI Padang Branch Office

ABSTRACT : This study aims to determine the effect of the serve equality and custumer relationshipmanagement on customer engagement with customer satisfaction as a mediation variable. The research methodwith a quantitative approach with Struktural Equation Modelling Partial Least Square (SEM PLS) usingSmartPLS software. Data collection techniques with questionnaires, observation and interviews. Therespondents of this study were 100 of customer in BRI Bank Padang. The results of this study found that serveequality have significant effect on customer satisfaction. custumer relationship management have significanteffect on customer satisfaction. Serve equality does not have significant effect on customer satisfaction.Custumer relationship management have significant effect on customer engagement. customer satisfaction havesignificant effect on customer engagement. Serve equality have significant effect on customer engagement ascustomer satisfaction in mediation variable. Custumer relationship management have significant effect oncustomer engagement as customer satisfaction in mediation variable.

Keywords -serve equality, custumer relationship management, customer engagement, customer satisfaction