Relationship Marketing, Corporate Image, and Service Quality in SME Loan Customer Satisfaction at Bank Mandiri

Nathaya Aisyah Putri; Liling Listyawati; Andry Herawati; Anita Asnawi

doi:10.55927/ijis.v4i12.787

Authors

Nathaya Aisyah Putri Universitas Dr Soetomo
Liling Listyawati Universitas Dr Soetomo
Andry Herawati Universitas Dr Soetomo
Anita Asnawi Universitas Dr Soetomo

DOI:

https://doi.org/10.55927/ijis.v4i12.787

Keywords:

Relationship Marketing, Corporate Image, Service Quality, Customer Satisfaction, SME Loan

Abstract

This study examines how relationship marketing strategies, corporate image, and service quality are enacted and experienced in shaping customer satisfaction within SME loan services at Bank Mandiri SME Center Surabaya Niaga. Employing a descriptive qualitative approach with a case study design, data were collected through in-depth interviews, non-participant observation, and document analysis involving key personnel responsible for SME financing. Data were analyzed using the interactive analysis model of Miles, Huberman, and Saldaña. The findings reveal that customer satisfaction in SME financing is not determined solely by loan approval outcomes, but is constructed through a holistic service experience. Relationship marketing plays a central role in building trust and understanding customers’ business needs, corporate image functions as reputational capital that shapes initial confidence, and service quality—reflected in responsiveness, clarity, flexibility, and post-disbursement support—strongly influences customers’ overall evaluations. The study concludes that the synergy among these three elements is essential for sustaining customer satisfaction and long-term relationships in the SME segment. The findings provide contextual insights for strengthening relationship-based marketing and service strategies in SME banking

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