ANALISIS TINGKAT LAYANAN PELANGGAN PADA BANK

Sabihaini (Adv.Dr. Bambang Riyanto LS, MBA.), Dr. Bambang Riyanto LS, MBA.

2000 | Tesis | S2 Management

Penelitian ini bertujuan untuk mengetahui perbedaan tingkat layanan pelanggan pada Bank Citibank, Bank BNI, Bank BCA, dan Bank Bali. Disamping itu, penelitian ini juga mengungkap sejauhrnana kualitas layanan berpengaruh terhadap kepuasan. Pengukuran kualitas layanan menggunakan SERVQUAL, yang meliputi dimensi reliability, responsiveness, assurance, empathy, dan tangibles.Hasil penelitian ini menunjukkan bahwa terdapat perbedaan tingkat layanan diantara Bank Citibank, Bank BNI, Bank BCA, dan Bank Bali berdasarkan dimensi reliability, responsiveness, assurance, empathy, dan tangibles. Tingkat layanan Bank Citibank berada di atas tingkat rata-rata seluruh bank. Tingkat layanan Bank BNI berada di bawah tingkat rata-rata seluruh bank. Tingkat layanan Bank BCA hanya dimensi tangibles yang berada di atas tingkat rata-rata seluruh bank. Sedangkan tingkat layanan Bank Bali hanya dimensi empathy yang berada di bawah rata-rataseluruh bank. Hasil penelitian ini juga menunjukkan bahwa kepuasan nasabah dipengaruhi oleh dimensi reliability, responsiveness, dan empathy.

This research aims at finding out the differences in the level of consumer in four, Citibank, BNI, BCA, and Bank Bali. In addition, it also examines the extent to which quality of service affects satisfaction. The quality is measured by using SERVQUAL instrument. This instrument measures quality in term of five dimensions, namely: reliability, responsiveness, assurance, empathy and tangible.

The result indicate that the levels of service quality of the four banks are different. The results also show that Citibank's level is the highest and BNI's level is

the lowest. In terms of the five dimensions, BCA's tangibles score is the highest, and Bank Bali's empathy score is the lowest. Futhermore, the results also demonstrate that the satisfaction of the consumers is affects by the dimensions of reliability, responsiveness, and empathy.

Kata Kunci : kualitas layanan, reliability, responsiveness, assurance, empathy, tangibles, dan kepuasan nasabah