Analisis kualitas layanan PT Bank Central Asia Tbk. Kantor Sudirman :: Menurut pelanggan

SUSANTO, Indra, Drs. Agus Achyari, MBA

2005 | Tesis | Magister Manajemen

Tujuan dari penelitian ini adalah untuk mengetahui apakah kualitas layanan yang ada pada Bank BCA kantor Sudirman telah sesuai dengan harapan nasabah. Pengukuran layanan menggunakan teori ServQual yang dikembangkan oleh Parasuraman dkk. Penelitian ini menggunakan kuesioner 22 item pernyataan model Parasuraman dkk. sebagai data primer. Dengan responden sebanyak 18 orang dari pihak manajemen BCA, 21 orang responden dari pihak karyawan BCA dan, 77 orang responden dari nasabah BCA kantor Sudirman. Hasil kuesioner kemudian diklasifikasikan dan dilakukan pengujian dengan menggunakan uji validitas dan uji reliabilitas. Jika data yang diperoleh tidak mencerminkan kesahan data maka data tersebut tidak diikutkan dalam pengujian selanjutnya. Penelitian meliputi 5 dimensi ServQual yaitu tangible, reliability, responsiveness, assurance, dan emphaty. Kelima dimensi ServQual memiliki faktor-faktor penyebab tingkat layanan yang disampaikan, seperti kuesioner yang ditujukan kepihak manajemen dan karyawan berisikan marketing research orientation, upward communication, levels of management, management’s commitment to service quality, goal setting, task standardization, perception of feasibility, teamwork, employee-job fit, technology-job fit, percieved control, supervisory control systems, role conflict, role ambiguity, horizontal communication and propensity to overpromise. Berdasarkan diagram kartesius, dimensi assurance pada gap 2 dan dimensi reliability pada gap 5 perlu mendapatkan perhatian khusus dari pihak BCA.

The purpose of this research is to know does the quality of service in BCA Bank Sudirman Office was suitable with customer delight. The measuring of service use the ServQual Theory which is developed by Parasuraman et al This research use questioner with 22 statement items model Parasuraman et al as primary data. Total respondent are 18 persons from BCA’s Management level, 21 persons are coming from BCA’s Staff Level and 77 persons are from the BCA’s Sudirman Customers. The questioner result were classified and being tested by Validity Test and Reliability Test. If there is data which is indicate some unreliable data, so this data will not allow to through the next test. The Research consisted of 5 ServQual dimension such as tangible, reliabilities, responsiveness, assurance, and empathy. This Five ServQual dimension has some factors causes the service level which be presented, such as the questioner for Management and Staff which contain of marketing research orientation, upward communication, levels of management, management’s commitment to service quality, goal setting, task standardization, perception of feasibility, teamwork, employee-job fit, technology-job fit, perceived control, supervisory control systems, role conflict, role ambiguity, horizontal communication and propensity to over promise. Based on chartesius diagram, the assurance diagram on the gap 2 and the reliability dimension on gap 5 is need to get the special attention from the BCA’s Management.

Kata Kunci : Manajemen Layanan,Kualitas Layanan Bank, Service, Dimension ServQual, Gap