The phenomenon of customer satisfaction issues on banking competition today has become an important topic. This study aims to determine the effect of service quality on customer value in the rural banking. Survey conducted on 29 Bank in the city of Bandung. Exploratory research methods to know influence of service quality toward customer value especially on rural banking. The results showed that service quality significantly influence customer value. This indicates that service quality can improve customer value on rural bank, thus the need for the implementation of good service quality by the bank manager at rural banks.
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