Banking Service Quality Analysis in Facing Challenges and Opportunities for Business Development

Abstract

Banking business competition is so tight, in terms of offering banking products. In the competition, there is always many challenges and an opportunities. Banking business included in service operations, thus each bank trying to service its services to provide satisfaction to its customers and to attract new customers, not least for ABC Bank. Research on the quality of service at ABC Bank, applying SERVQUAL introduced by Parasuraman, by making adjustments to the instrument. To sharpen the analysis used the t-test and Important Performance Analysis (IPA). Respondents in this study were 370 people, which are customers of the bank. The results of this study showed, from 24 variables of service quality, there are 12 variables have not meet customer expectations, 3 variables already meets the expectations and 9 variables are in accordance with customer expectations. In addition, from the IPA, there are 6 variables showed as high priority, 8 variables as retained, 7 variables with low priority and 3 variables that have been excessive. Conclusions from the analysis of the two methods produce indicators that have not met the expectations there are 13 indicators, which has been as expected there were 8 indicators and which meet the expectations there were 3 indicators. Thus the Bank management should improve the 13 indicators of service quality, maintain eight indicators that have been as expected and also maintains three indicators that meet quality expectations.