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The goals of this research are to find what factors affecting the rural banks in encountering the bank business competition, reasons why the rural banks in West Java gain difficulties in to possess the competitive advantages, and finding ways of the rural banks can surpass the competition. There are 87 respondents consisting the customers of the public banks and the rural ones. The data is analyzed using the multiple linear regression. The findings if the research show that the human resources total affects the service, the interest rate does not affect the service, the information technology does not affect the service partially and the human resources total, the interest rate and , the information technology affect the service simultaneously. In conclusion, the prominent factor the affects the service in the rural banks is the human resource management.