THE DOMINANT FACTORS TO MAINTAIN CUSTOMER SATISFACTION AT PT.BANK MANDIRI SERVICE QUALITY PASIMAL BRANCH (A CASE OF PRESIDENT UNIVERSITY MANAGEMENT STUDENTS BATCH 2009)

Abstract

The overall purpose of this study is to find the dominant factors that influence customer satisfaction at PT. Bank Mandiri service quality Pasimal Branch and to understand the way to maintain those factors. To achieve this objective, there are five factors being observed that influence customer satisfaction according to SERVQUAL theory by Parasuraman, Zeithaml, and Berry. This research is conducted using primary data that is collected by the researcher from the questionnaire spread to PT. Bank Mandiri’s customer scoping the management student of President University batch 2009. The statistical method being used by the researcher in this thesis is Multiple Regression that aims to find the relationship of more than one independent variable to a single dependent variable. From the data processing, the result obtain by the researcher is there are two factors that significantly influence customer satisfaction at PT. Bank Mandiri service quality Pasimal Branch. The two factors are empathy and reliability. In order to maintain customer satisfaction to the service quality at PT. Bank Mandiri, those two factors are the most important factors to be continuously controlled and maintained.