<![CDATA[Purpose – This study aims to examine the effect of service quality on the satisfaction of Generation Z customers using BCA Digital Bank in Malang City based on the five SERVQUAL dimensions: tangibles, reliability, responsiveness, assurance, and empathy. Design/Methodology/Approach – This study employed a quantitative research design. Data were collected through questionnaires from 100 Generation Z customers of BCA Digital Bank in Malang City selected using a purposive sampling technique. The data were analyzed using multiple linear regression to examine the effects of each SERVQUAL dimension on customer satisfaction. Findings – The results indicate that, individually, only the assurance dimension has a positive and significant effect on customer satisfaction. However, when examined simultaneously, all five SERVQUAL dimensions significantly influence customer satisfaction. These findings suggest that security assurance, trust, and the clarity of information are the most influential factors in shaping Generation Z's satisfaction with digital banking services, while the combined quality of all service dimensions remains essential in delivering a satisfactory customer experience. Originality/Value – This study extends the application of the SERVQUAL model to the digital banking context by identifying the relative importance of individual service quality dimensions in influencing Generation Z's customer satisfaction. The findings provide theoretical insights into digital service quality evaluation and offer practical guidance for digital banking providers in prioritizing assurance while continuously improving other service quality dimensions to enhance customer satisfaction.]]>
