The Effect Of Service Quality On Customer Satisfaction At PT Bank Sumut

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The Effect of Service Quality on Customer Satisfaction at PT Bank Sumut

In today's competitive banking industry, service quality has become a crucial factor in determining customer satisfaction. PT Bank Sumut, Pancur Batu Sub-Branch, has conducted an in-depth study to investigate the effect of service quality on customer satisfaction. The research aims to reveal the impact of service quality measured from five dimensions: tangibles, reliability, responsiveness, assurance, and empathy on customer satisfaction.

Research Purpose and Benefits

The primary purpose of this study is to determine the extent to which the quality of service received by customers affects their satisfaction. By understanding this, PT Bank Sumut can improve and enhance the quality of services provided, leading to increased customer satisfaction. Additionally, this research contributes to the existing body of knowledge on the relationship between service quality and customer satisfaction, providing valuable insights for future research.

Research Methodology

This study employed a causal relationship research design, where the researchers aimed to identify the causal relationship between service quality variables and customer satisfaction. The research was conducted at PT Bank Sumut Pancur Batu Sub-Branch during the September to December 2015 period. The population consisted of all bank customers, totaling 3,325 people, and 97 samples were taken. The data used in this study included primary and secondary data, and the selected analysis techniques were multiple linear regression, F test, and t test.

Research Results

The results of the study showed that each service quality variable, consisting of tangibles, reliability, responsiveness, assurance, and empathy, had a partial significant influence on customer satisfaction. This means that each dimension of service quality can affect customer satisfaction in different ways. Furthermore, this study found that the overall quality of service, measured by the five dimensions, had a significant effect on customer satisfaction at PT Bank Sumut, Pancur Batu Sub-Branch.

Additional Analysis and Explanation

Good service quality is not only about providing fast and efficient services but also includes aspects of empathy and reliability that can build customer trust. For instance, in the Tangibles dimension, the existence of clean and comfortable physical facilities will give a positive impression to the customer. On the other hand, reliability is related to the extent to which banks are able to provide consistent and trustworthy services.

Responsiveness shows the importance of the bank's ability to respond to customer needs quickly and precisely. Assurance includes the knowledge and attitudes of officers who can provide a sense of security for customers in using banking services. Finally, the empathy aspect is very important in creating personal relations with customers, which can make them feel valued and cared for.

Conclusion

From this study, it can be concluded that good service quality greatly affects customer satisfaction at PT Bank Sumut, Pancur Batu Sub-Branch. Therefore, to increase customer satisfaction, the bank management needs to continue to strive to improve every dimension of the quality of existing services. Thus, customers will not only be satisfied, but also tend to be loyal and recommend banks to others. Improving the quality of service is not just a business strategy, but also a commitment to provide the best for customers.

Implications of the Study

The findings of this study have several implications for PT Bank Sumut and the banking industry as a whole. Firstly, the study highlights the importance of service quality in determining customer satisfaction. Secondly, the study provides insights into the specific dimensions of service quality that affect customer satisfaction, such as tangibles, reliability, responsiveness, assurance, and empathy. Finally, the study suggests that improving service quality is a critical strategy for increasing customer satisfaction and loyalty.

Recommendations for Future Research

This study provides a foundation for future research on the relationship between service quality and customer satisfaction. Some potential areas for future research include:

  • Investigating the impact of service quality on customer loyalty and retention
  • Examining the role of technology in improving service quality and customer satisfaction
  • Analyzing the effect of service quality on customer complaints and feedback
  • Investigating the relationship between service quality and customer satisfaction in different cultural contexts

Limitations of the Study

This study has several limitations that should be acknowledged. Firstly, the study was conducted at a single branch of PT Bank Sumut, which may limit the generalizability of the findings. Secondly, the study relied on a sample of 97 customers, which may not be representative of the larger population. Finally, the study did not control for other factors that may affect customer satisfaction, such as customer demographics and behavior.

Conclusion

In conclusion, this study provides valuable insights into the effect of service quality on customer satisfaction at PT Bank Sumut, Pancur Batu Sub-Branch. The findings suggest that good service quality is critical in determining customer satisfaction and that improving service quality is a key strategy for increasing customer satisfaction and loyalty. Future research should build on this study by investigating the impact of service quality on customer loyalty and retention, examining the role of technology in improving service quality and customer satisfaction, and analyzing the effect of service quality on customer complaints and feedback.
Frequently Asked Questions (FAQs) about the Effect of Service Quality on Customer Satisfaction at PT Bank Sumut

Q: What is the main purpose of this study?

A: The primary purpose of this study is to determine the extent to which the quality of service received by customers affects their satisfaction at PT Bank Sumut, Pancur Batu Sub-Branch.

Q: What are the dimensions of service quality that were investigated in this study?

A: The five dimensions of service quality that were investigated in this study are:

  1. Tangibles: The physical facilities and equipment used by the bank.
  2. Reliability: The bank's ability to provide consistent and trustworthy services.
  3. Responsiveness: The bank's ability to respond to customer needs quickly and precisely.
  4. Assurance: The knowledge and attitudes of officers who can provide a sense of security for customers in using banking services.
  5. Empathy: The ability of the bank to create personal relations with customers, making them feel valued and cared for.

Q: What were the research methods used in this study?

A: The research methods used in this study included:

  1. Multiple linear regression analysis to examine the relationship between service quality and customer satisfaction.
  2. F test to determine the significance of the relationship between service quality and customer satisfaction.
  3. T test to compare the means of service quality and customer satisfaction.

Q: What were the findings of this study?

A: The findings of this study showed that each dimension of service quality had a partial significant influence on customer satisfaction. Additionally, the overall quality of service, measured by the five dimensions, had a significant effect on customer satisfaction at PT Bank Sumut, Pancur Batu Sub-Branch.

Q: What are the implications of this study for PT Bank Sumut?

A: The findings of this study have several implications for PT Bank Sumut, including:

  1. The importance of service quality in determining customer satisfaction.
  2. The need to improve every dimension of service quality to increase customer satisfaction.
  3. The potential for increased customer loyalty and retention through improved service quality.

Q: What are the limitations of this study?

A: The limitations of this study include:

  1. The study was conducted at a single branch of PT Bank Sumut, which may limit the generalizability of the findings.
  2. The study relied on a sample of 97 customers, which may not be representative of the larger population.
  3. The study did not control for other factors that may affect customer satisfaction, such as customer demographics and behavior.

Q: What are the recommendations for future research?

A: The recommendations for future research include:

  1. Investigating the impact of service quality on customer loyalty and retention.
  2. Examining the role of technology in improving service quality and customer satisfaction.
  3. Analyzing the effect of service quality on customer complaints and feedback.
  4. Investigating the relationship between service quality and customer satisfaction in different cultural contexts.

Q: What are the conclusions of this study?

A: The conclusions of this study are that good service quality is critical in determining customer satisfaction and that improving service quality is a key strategy for increasing customer satisfaction and loyalty.