The Role of Organizational Communication in Assessing Customer Loyalty: An Empirical Study on Banking Customers in Jakarta Metropolitan Area, Indonesia

Organizational communication plays a key role in shaping customers' perceptions of a bank and their loyalty. Organizational communication is shaped by an organization's culture, not instantly but through a continuous process of internalizing values. These values are transmitted from leadership to all levels of the organization through policies, work systems, and internal communications. This study aims to analyze the role of organizational communication in maintaining customer loyalty in banking amid digital disruption and increased competition from the FinTech industry. The study uses a quantitative, positivist approach, conducting a survey of 54 active customers in the Jakarta Metropolitan Area. The sample was determined based on initial criteria, namely active customers of one of the banks, located in the Jakarta Metropolitan Area, who make transactions at the teller or customer service at least twice a week. Organizational communication variables are measured through the "Principle of Forty-Six," which encompasses professionalism, integrity, customer orientation, and continuous improvement. Data were analyzed using simple linear regression techniques. The results show that organizational communication has a significant role in banking customer loyalty, with a probability value of 0.001. The regression coefficient of 0.321 indicates a moderate level of influence. The contribution of organizational communication variables to customer loyalty was 17.1 percent, while the remaining 82.9 percent was influenced by variables outside the research model. The study confirms that organizational communication serves as a strategic bridge, aligning management policies with service implementation in the field. Despite advances in banking technology, emotional aspects and relationships, fostered through empathetic communication, remain key to reducing customer switching intentions. The synergy between solid internal communications and consistent external messaging is crucial for building long-term customers' trust and loyalty in the digital age.