Penerapan Metode SERVQUAL pada Bank X

Abstract

The banking sector had become industrial which keeps growing. Competition requires each bank competing to attract many customers in many ways both in terms of products, technologies, and services. Marketing Research Indonesia (MRI) performs measurements of the services quality of the banking. X Bank occupies the fifth position in terms of service quality. X Bank need to do repair service constantly to improve customer loyalty. The method used was servqual consisting of five dimensions. Based on gap between perception and expectations known priority on X Bank. Repair service with the main priority is customer service quickly. A long customer service cause long queue at customer service and teller. Typically, most clients come at the beginning of the month. However, a large number of customer that are not anticipated by the number of teller and customer service. Customer satisfaction level of this attribute only 68,09%. That means the banks need to make improvements such as by adding the number of teller and customer service at a particular time and organizing shift work teller and customer service more effectively.

Keywords : service quality, gap, Marketing Research Indonesia.