SERVICE QUALITY IMPROVEMENT ON
BANK YUDHA BHAKTI
FINAL PROJECT
By
Nur Annisa
19007026
Undergraduate Program of Management Study
School of Business and Management
Institut Teknologi Bandung
2010
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SERVICE QUALITY IMPROVEMENT ON
BANK YUDHA BHAKTI
NUR ANNISA
19007026
Date of Final Examination: August 3rd, 2010
Date of Graduation: October 23rd, 2010
Undergraduate Program of Management Study,
Institut Teknologi Bandung, 2010
Final Project Advisor: Ir. Gatot Yudoko, MASC., Ph.D
ABSTRACT
A service is considered to be good if the service given meets the customer expectations. Therefore, an assessment from the customers about the service that has been given is very important for the sustainability of a business. Bank Yudha Bhakti ASABRI Branch never measures the quality of service they provide. Therefore, a measurement of the quality of service is needed to know how the service quality of Bank Yudha Bhakti is, whether the service quality of Bank Yudha Bhakti is consider good by its customers, and what can be done to improve the service quality of Bank Yudha Bhakti. In order to survive, a business must actively improve the service they provide. For that, the theory of SERVQUAL is used to measure the location of the service quality which has been given by Bank Yudha Bhakti. The theory which has the dimensions of reliability, responsiveness, assurance, empathy, and tangibles will be applied to measure the quality of service of Bank Yudha Bhakti ASABRI Branch. By way of a questionnaire, measure of customer satisfaction will be obtained, whether there is a gap between their expectations with the reality that they are feeling or not. This gap calculation shows the performance of Bank Yudha Bhakti. The importance-performance analysis is also used to determine which attributes have the highest importance to then be quality improved. Based on the gap analysis on SERVQUAL theory which have been applied to all attributes, it has been found that all the attributes, the 28 attributes used, does not meet the customer expectations. However, of all these attributes, all can still be categorized as mild customer gap. Meanwhile, the importance-performance analysis shows that there are two attributes which, according to the customers are important to improve. Results from this research are useful to provide some recommendations for Bank Yudha Bhakti to develop all dimensions of service quality they provide to the customers. These recommendations include improving the accuracy in filling the passbook, focusing on training for tellers and telephone operators, in cooperation with ATM Bersama, providing a complete specification on how to get a loan and who qualify for a loan, and using equipment with the latest technology.
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SERVICE QUALITY IMPROVEMENT ON
BANK YUDHA BHAKTI
NUR ANNISA
19007026
Tanggal Ujian Akhir: 3 Agustus 2010
Tanggal Wisuda: 23 Oktober 2010
Program Studi Sarjana Manajemen, Institut Teknologi Bandung, 2010
Pembimbing: Ir. Gatot Yudoko, MASC., Ph.D
ABSTRAK
Sebuah servis dikatakan baik apabila servis tersebut memenuhi ekspektasi pelanggan. Oleh karena itu, suatu penilaian dari pelanggan akan servis yang telah diberikan sangatlah penting untuk keberlangsungan sebuah bisnis. Bank Yudha Bhakti Cabang ASABRI belum pernah mengukur kualitas dari servis mereka berikan. Maka dari itu, sebuah pengukuran akan kualitas servis diperlukan untuk mengetahui bagaimana kualitas servis dari Bank Yudha Bhakti, apakah kualitas servis Bank Yudha Bhakti dikatakan baik oleh para pelanggan, dan hal apa saja yang dapat dilakukan untuk meningkatkan kualitas servis dari Bank Yudha Bhakti. Agar sebuah bisnis dapat bertahan, mereka harus secara aktif melakukan peningkatan terhadap servis yang mereka berikan. Untuk itu, teori SERVQUAL digunakan untuk pengukuran dimanakah letak kualitas servis yang telah diberikan oleh sebuah Bank Yudha Bhakti. Teori yang terdiri dari dimensi reabilitas, ketanggapan, asuransi, empati, dan bukti fisik ini akan diterapkan untuk mengukur kualitas servis dari Bank Yudha Bhakti Cabang ASABRI. Dengan cara menggunakan kuesioner akan didapatkan ukuran kepuasan pelanggan, apakah ada jarak antara ekspektasi mereka dengan kenyataan yang mereka rasakan. Penghitungan jarak ini menunjukkan performa Bank Yudha Bhakti. Analisis kepentingan- kinerja juga digunakan untuk mengetahui atribut mana yang memiliki tingkat kepentingan paling tinggi untuk ditingkatkan kualitasnya. Berdasarkan analisis jarak pada teori SERVQUAL yang diterapkan untuk semua atribut, telah didapat bahwa semua atribut, yakni 28 attribut yang digunakan tidaklah memenuhi ekspektasi pelanggan. Namun, dari semua atribut tersebut, semua masih dapat dikategorikan sebagai ‘mild customer gap’. Sedangkan, berdasarkan analisis kepentingan-kinerja didapatkan bahwa ada 2 atribut yang menurut para pelanggan penting untuk ditingkatkan. Hasil dari riset ini berguna untuk memberikan beberapa rekomendasi bagi Bank Yudha Bhakti untuk membangun setiap dimensi kualitas dari servis yang mereka berikan terhadap pelanggan. Rekomendasi tersebut diantaranya adalah meningkatkan ketelitian dalam mengisi buku tabungan, fokus terhadap pelatihan untuk operator telepon dan teller, bekerja sama dengan ATM Bersama, memberikan spesifikasi yang lengkap akan bagaimana cara mendapatkan pinjaman dan siapa saja yang berhak mendapatkan pinjaman, serta menggunakan peralatan dengan teknologi yang terkini.
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VALIDATION PAGE
SERVICE QUALITY IMPROVEMENT ON
BANK YUDHA BHAKTI
By:
Nur Annisa
19007026
Undergraduate Program of Management Study
School of Business and Management
Institut Teknologi Bandung
Validated By
(Ir. Gatot Yudoko, MASC., Ph.D)
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FOREWORD
My deepest gratitude to The Greatest Allah SWT for the blessing for me to accomplish the final project titled “Gap Analysis and Importance-Performance Analysis in Evaluating Bank Yudha Bhakti Service Quality”. And also thanks to all the prominent people who have been giving me plenty of moral support and enlightened me from the beginning until the end of the research, especially thanks for:
- My parents for their never ending caring, blessing, and time to help me whenever I needed. Thanks for your patience.
- My counselor, Mr. Gatot Yudoko for the most valuable time in giving me advice, comments, and critics. Thanks for the patience.
- My big family for their support and prayers.
- Mr. Sugito as the Head of Bank Yudha Bhakti ASABRI Branch for the opportunity, the valuable data, the interview, and the spending time during working hours.
- The employees of Bank Yudha Bhakti ASABRI Branch for the interview and time during working hours.
- My dear boyfriend, Wendhyarta Pradana, for the spirit, encourage, and the caring.
- Mr. Wowo for the time in accompanying me in the distributing of the questionnaires and the interview, it has been really helpful for me.
- My friends who always have the time to have fun together in the middle of the ‘stress’ time of doing the final project.
- All my SBM friends, lecturers, tutors, librarian, and admin. - Last but not least, Bank Yudha Bhakti as the research objects. Hopefully this research would be helpful for all. Thank You.
Bandung, July 25th 2010 Nur Annisa
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LISTȱOFȱCONTENTS
ȱ ȱ ABSTRACTȱ...ȱiiȱ ABSTRAKȱ...ȱiiiȱ VALIDATIONȱPAGEȱ...ȱivȱ FOREWORDȱ...ȱvȱ LISTȱOFȱCONTENTSȱ...ȱviȱ LISTȱOFȱFIGURESȱ...ȱviiiȱ LISTȱOFȱTABLESȱ...ȱixȱ LISTȱOFȱAPPENDICESȱ...ȱxȱ CHAPTERȱIȱINTRODUCTIONȱ...ȱ1ȱ 1.1ȱResearchȱBackgroundȱ...ȱ1ȱ 1.2ȱResearchȱQuestionsȱ...ȱ1ȱ 1.3ȱResearchȱObjectivesȱ...ȱ2ȱ 1.4ȱResearchȱLimitationȱ...ȱ2ȱ 1.5ȱSystematicȱofȱWritingȱ...ȱ2ȱ CHAPTERȱIIȱTHEORETICALȱFOUNDATIONSȱ...ȱ5ȱ 2.1ȱServiceȱTerminologyȱ...ȱ5ȱ 2.2ȱQualityȱ...ȱ5ȱ 2.3ȱServiceȱQualityȱ...ȱ6ȱ 2.4ȱServiceȱGapȱ...ȱ7ȱ 2.5ȱImportanceȬPerformanceȱAnalysisȱ...ȱ8ȱ CHAPTERȱIIIȱMETHODOLOGYȱ...ȱ11ȱ 3.1ȱTheoreticalȱFoundationsȱ...ȱ11ȱ 3.2ȱQuestionnaireȱDesignȱ...ȱ12ȱvii 3.2.1ȱSampleȱDesignȱ...ȱ12ȱ 3.2.2ȱResearchȱVariableȱScalingȱ...ȱ12ȱ 3.3ȱDataȱCollectionȱ...ȱ13ȱ 3.3.1ȱPrimaryȱDataȱ...ȱ13ȱ 3.3.2ȱSecondaryȱdataȱ...ȱ13ȱ 3.4ȱDataȱAnalysisȱ...ȱ13ȱ 3.4.1ȱVariableȱIndicatorȱ...ȱ13ȱ 3.5ȱConclusionsȱandȱRecommendationsȱ...ȱ14ȱ CHAPTERȱIVȱDATAȱANALYSISȱ...ȱ15ȱ 4.1ȱValidityȱTestȱ...ȱ15ȱ 4.2ȱReliabilityȱTestȱ...ȱ18ȱ 4.3ȱCustomerȱGapȱAnalysisȱinȱEachȱDimensionȱ...ȱ19ȱ 4.4ȱOverallȱAverageȱCustomerȱGapȱAnalysisȱ...ȱ20ȱ 4.5ȱItemȱGapȱAnalysisȱ...ȱ20ȱ 4.5.1ȱReliabilityȱDimensionȱGapȱAnalysisȱ...ȱ21ȱ 4.5.2ȱResponsivenessȱDimensionȱGapȱAnalysisȱ...ȱ22ȱ 4.5.3ȱAssuranceȱDimensionȱGapȱAnalysisȱ...ȱ23ȱ 4.5.4ȱEmpathyȱDimensionȱGapȱAnalysisȱ...ȱ24ȱ 4.5.5ȱTangiblesȱDimensionȱGapȱAnalysisȱ...ȱ25ȱ 4.6ȱImportanceȬPerformanceȱAnalysisȱ...ȱ25ȱ CHAPTERȱVȱCONCLUSIONSȱANDȱRECOMMENDATIONSȱ...ȱ31ȱ 5.1ȱConclusionsȱ...ȱ31ȱ 5.2ȱRecommendationsȱ...ȱ32ȱ BIBLIOGRAPHYȱ...ȱ35ȱ ȱ
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LIST OF FIGURES
Figureȱ2Ȭ2ȱServiceȱQualityȱGapȱModel...ȱ7ȱ 2Ȭ1ȱCorrespondenceȱbetweenȱSERVQUALȱDimensionȱandȱOriginalȱTenȱ DimensionsȱforȱEvaluatingȱServiceȱQualityȱ(A.ȱParasuraman)ȱ...ȱ7ȱ Figureȱ3Ȭ1ȱTheȱResearchȱMethodologyȱ...ȱ11ȱ Figureȱ4Ȭ1ȱValidityȱTestȱResultȱinȱCustomerȱPerceptionȱStatementȱ...ȱ15ȱ Figureȱ4Ȭ2ȱValidityȱTestȱResultȱinȱCustomerȱExpectationȱStatementȱ...ȱ17ȱ Figureȱ4Ȭ3ȱReliabilityȱTestȱinȱCustomerȱPerceptionȱResultȱ...ȱ18ȱ Figureȱ4Ȭ4ȱReliabilityȱTestȱinȱCustomerȱExpectationȱResultȱ...ȱ18ȱ Figureȱ4Ȭ5ȱCustomerȱGapȱDimensionsȱ...ȱ19ȱ Figureȱ4Ȭ6ȱReliabilityȱItemȱGapȱDimensionȱ...ȱ21ȱ Figureȱ4Ȭ7ȱResponsivenessȱItemȱGapȱDimensionȱ...ȱ22ȱ Figureȱ4Ȭ8ȱAssuranceȱItemȱGapȱDimensionȱ...ȱ23ȱ Figureȱ4Ȭ9ȱEmpathyȱItemȱGapȱDimensionȱ...ȱ24ȱ Figureȱ4Ȭ10ȱTangiblesȱItemȱGapȱDimensionȱ...ȱ25ȱ Figureȱ4Ȭ11ȱMapȱofȱImportanceȬPerformanceȱAnalysisȱ...ȱ27ȱ Figureȱ4Ȭ12ȱImportanceȬPerformanceȱAnalysisȱ...ȱ28ȱ ȱix
LIST OF TABLES
Tableȱ4Ȭ1ȱValidityȱTestȱinȱCustomerȱPerceptionȱResultsȱ...ȱ15ȱ Tableȱ4Ȭ2ȱValidityȱTestȱinȱCustomerȱExpectationȱResultsȱ...ȱ17ȱ Tableȱ4Ȭ3ȱOverallȱAverageȱCustomerȱGapȱ...ȱ20ȱ Tableȱ4Ȭ4ȱImportanceȬPerformanceȱAnalysisȱonȱServiceȱQualityȱ...ȱ25ȱx
LIST OF APPENDICES
APPENDIX A THE QUESTIONNAIRE APPENDIX B THE R-TABLE
APPENDIX C PERCEPTION QUESTIONNAIRE RESULT APPENDIX D EXPECTATION QUESTIONNAIRE RESULT APPENDIX E ITEM GAP (PERCEPTION - EXPECTATION)
