<![CDATA[ABSTRAKPertumbuhan Bank di Indonesia sangat pesat dan hampir semua Desa ada kehadiran Bank dari Bank Umum maupun Bank Perkreditan Rakyat. Persaingan Bank yang begitu ketat menuntut Bank memberikan pelayanan prima kepada masyarakat agar masyarakat menjadi nasabah penabung dan peminjam sehingga Bank dapat eksis dalam jangka panjang. Penelitian ini menggunakan metode fenomenologi dengan pendekatan kualitatif pada Bank Umum dan Bank Perkreditan Rakyat di wilayah Propinsi Bali. Penelitian ini bertujuan untuk mengeksplorasi penerapan pelayanan prima dunia perbankan dalam mempertahankan loyalitas nasabah. Hasil penelitian menunjukkan bahwa semua perbankan memiliki pelayanan prima dan menerapkannya dalam operasional perbankan mulai dari frontliner, back office, credit department, operational office dengan memberikan penampilan, senyuman, kesopanan dan keramahtamahan, empathy, quick service, pengetahuan dan keahlian, tepat waktu dan janji, kejujuran, efisien, keterbukaan, kepastian hukum, biaya yang rendah.Kata kunci: Service, Bank, Loyality, Satisfaction, CustomerABSTRACTBank growth in Indonesia is very rapid and almost all villages have the presence of banks from commercial banks and people's credit banks. The Bank's fierce competition requires the Bank to provide excellent service to the public so that people become depositors and borrower customers so that the Bank can exist in the long term where customers are a vital aspect of business growth. Especially in the People's Credit Bank (BPR), which exists both in villages and in big cities. This research uses phenomenological methods with a qualitative approach to Commercial Banks and People's Credit Banks in the Province of Bali. This study aims to explore the application of excellent service in the banking world in maintaining customer loyalty. The results showed that all banks have excellent service and apply it in banking operations ranging from the frontline, back office, a credit department, and an operational office by providing appearance, smile, courtesy, and hospitality, empathy, quick service, knowledge, and expertise, punctuality, and promise, honesty, efficiency, openness, legal certainty, low cost.Key Word: Service, Bank, Loyality, Satisfaction, Customer]]>
