THE ANALYSIS OF SERVICE QUALITY TO CUSTOMER SATISFCATION (A CASE STUDY ON BANK CENTRAL ASIA, BRANCH METROPARK, JABABEKA)

Abstract

The economic Asian crisis of 1997 – 1998 exposed the institutional weaknesses in the banking industry and lack of adequate supporting infrastructure. Because of the absence of a formal policy direction communicated to the public on the future direction and strategy for the banking industry, it was unclear as to what direction the banking industry would take in the long term. To initiate improvements, Bank Indonesia has issued regulations to enable the banking industry to operate prudently, bring itself into line with international standards, and pay greater attention to customer rights.

Asia, with solid economic growth of 8.3 percent in 2010, continues to drive the global recovery. Banking services still dominate Indonesia`s financial services industry but has not developed much. Due to the increasing competition of service business and the high demand of the customers, service quality is the fundamental factor to measure customers’ satisfaction at BCA branch Metropark. BCA is the third largest bank based on total assets. And an observation did according to the SERVQUAL dimension in BCA branch Metropark.

The objectives of the study are (1) to find out customers’ expectation and perception level towards service quality of BCA, (2) to analyze the discrepancy gap between customers’ expectations and perception towards service quality of BCA, and (3) to find out is there any difference in the satisfaction level related to quality of banking services when compared with the number of previously visited the bank.

Based on SERVQUAL instrument (Parasuraman et al., 1985), the service quality was consisted of five dimensions: tangibility, reliability, responsiveness, assurance and empathy. The questionnaire of this study was designed based on widely accepted SERVQUAL model. A sample of sixty respondents of President University staffs were randomly selected (snowball sampling). A descriptive statistic analysis was used to analyze the personal data of respondents. The comparison of expectation and perception used overall mean, and gap analysis. Furthermore, the hypothesis testing was there any significant difference in satisfaction levels related to quality of banking services when compared between number of previously visit BCA branch Metropark.

The findings of this study showed that the highest level of customers’ expectation and perception was ‘assurance’. The finding also showed that the SERVQUAL gap was analyzed as negative meaning that the bank customer expectation exceeded customers’ perception towards service quality of BCA branch Metropark.