THE INFLUENCE OF SERVICE QUALITY OFFERED BY BANK CENTRAL ASIA TOWARD CUSTOMER SATISFACTION AT CIKARANG (A CASE STUDY OF BCA, METROPARK BRANCH)

Abstract

This study investigates the Influence of Service Quality on Customer Satisfaction. Banking services market could be evaluated in terms of the mutual relationship between banks and customers or in other words their loyalty to the bank. Some people have strong relationships with one bank; but for some, it is more comfortable to work with different banks and enjoy their services according to the diversity of their needs and expectations. Discovering customer’s needs and fulfilling their expectations is a key element in market expansion and maintenance of customers satisfaction. As a part of their ongoing reform program, active banks try to remain updated about of the expectations of their customers, to identify their needs and to improve their services. Statistical population of the research is 100 student study at President University who was using services of Bank Central Asia. Data gathering instrument was a self-administered questionnaire and categorized random sampling method was used. For Data analysis, the researcher used T- test, F-test, Descriptive analysis, Multi Regression and Classical Assumption. The results indicate that, the results of this study show that according to the customers of Bank Central Asia (BCA), The independents variables of Tangibles, Reliability, Responsiveness, Assurance and Empathy have a significant on the customer satisfaction