<![CDATA[This study aims to analyze the influence of customer service quality on customer satisfaction at PT BPR Utomo Manunggal Sejahtera Sumsel. The study uses a quantitative approach with an explanatory design. The study population is all customers who made transactions during the study period, with a sample of 74 respondents selected using accidental sampling techniques. Data collection was carried out through a questionnaire using a Likert scale, while data analysis used multiple linear regression with the help of IBM SPSS Statistics. The results of the study indicate that the dimensions of tangible, reliability, responsiveness, assurance, and empathy have a positive and significant effect on customer satisfaction, both partially and simultaneously. The assurance dimension is the most dominant variable in increasing customer satisfaction. The coefficient of determination value of 86.1% indicates that customer service quality is able to explain most of the variation in customer satisfaction, while the rest is influenced by other factors outside the research model. This finding emphasizes the importance of improving service quality oriented towards professionalism, trust, and customer needs as a strategy to increase satisfaction and strengthen banking competitiveness.]]>
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