<![CDATA[This study examines the effects of service quality, customer satisfaction, and perceived value on customer loyalty, with communication quality as a moderating variable, in the context of Bank Jatim KCP Malang. A mixed-methods approach with a sequential explanatory design was employed to provide a comprehensive understanding of the relationships among variables. Quantitative data were collected through a survey of 100 respondents using structured questionnaires with Likert-scale measurements and analyzed using Hierarchical Linear Modeling (HLM) and Multi-Group Analysis (MGA). Qualitative data were obtained through in-depth interviews and focus group discussions to enrich the interpretation of the findings. The results indicate that service quality, customer satisfaction, and perceived value have positive and significant effects on customer loyalty. Furthermore, communication quality significantly moderates these relationships, strengthening the impact of the independent variables on customer loyalty. These findings suggest that in the context of regional banking, customer loyalty is not solely driven by core service attributes but is also reinforced by effective and relational communication strategies. Theoretically, this study extends customer loyalty models by incorporating communication quality as a moderating variable within the SERVQUAL framework and Commitment-Trust Theory. Practically, the findings highlight the importance for regional banks to develop adaptive and integrated communication strategies alongside continuous improvements in service quality to sustain customer loyalty in an increasingly competitive banking environment.]]>
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