SERVICE QUALITY IMPROVEMENT ON BANK YUDHA BHAKTI FINAL PROJECT. By Nur Annisa

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SERVICE QUALITY IMPROVEMENT ON BANK YUDHA BHAKTI FINAL PROJECT By Nur Annisa 19007026

1 SERVICE QUALITY IMPROVEMENT ON BANK YUDHA BHAKTI FINAL PROJECT By Nur Annisa Undergraduate Program of Management Study School of Business and Management Institut Teknologi Bandung 2010

2 SERVICE QUALITY IMPROVEMENT ON BANK YUDHA BHAKTI NUR ANNISA 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. Keywords: service quality, gap analysis, importance-performance analysis ii

3 SERVICE QUALITY IMPROVEMENT ON BANK YUDHA BHAKTI NUR ANNISA 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. Kata kunci: kualitas servis, analisis kesenjangan, analisis kepentingan-kinerja iii

VALIDATION PAGE SERVICE QUALITY IMPROVEMENT ON BANK YUDHA BHAKTI By: Nur Annisa 19007026 Undergraduate Program of Management

4 VALIDATION PAGE SERVICE QUALITY IMPROVEMENT ON BANK YUDHA BHAKTI By: Nur Annisa Undergraduate Program of Management Study School of Business and Management Institut Teknologi Bandung Validated By (Ir. Gatot Yudoko, MASC., Ph.D) NIP: iv

5 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 25 th 2010 Nur Annisa v

6 LIST OF CONTENTS ABSTRACT... ii ABSTRAK... iii VALIDATION PAGE... iv FOREWORD... v LIST OF CONTENTS... vi LIST OF FIGURES... viii LIST OF TABLES... ix LIST OF APPENDICES... x CHAPTER I INTRODUCTION Research Background Research Questions Research Objectives Research Limitation Systematic of Writing... 2 CHAPTER II THEORETICAL FOUNDATIONS Service Terminology Quality Service Quality Service Gap Importance Performance Analysis... 8 CHAPTER III METHODOLOGY Theoretical Foundations Questionnaire Design vi

7 3.2.1 Sample Design Research Variable Scaling Data Collection Primary Data Secondary data Data Analysis Variable Indicator Conclusions and Recommendations CHAPTER IV DATA ANALYSIS Validity Test Reliability Test Customer Gap Analysis in Each Dimension Overall Average Customer Gap Analysis Item Gap Analysis Reliability Dimension Gap Analysis Responsiveness Dimension Gap Analysis Assurance Dimension Gap Analysis Empathy Dimension Gap Analysis Tangibles Dimension Gap Analysis Importance Performance Analysis CHAPTER V CONCLUSIONS AND RECOMMENDATIONS Conclusions Recommendations BIBLIOGRAPHY vii

8 LIST OF FIGURES Figure 2 2 Service Quality Gap Model Correspondence between SERVQUAL Dimension and Original Ten Dimensions for Evaluating Service Quality (A. Parasuraman)... 7 Figure 3 1 The Research Methodology Figure 4 1 Validity Test Result in Customer Perception Statement Figure 4 2 Validity Test Result in Customer Expectation Statement Figure 4 3 Reliability Test in Customer Perception Result Figure 4 4 Reliability Test in Customer Expectation Result Figure 4 5 Customer Gap Dimensions Figure 4 6 Reliability Item Gap Dimension Figure 4 7 Responsiveness Item Gap Dimension Figure 4 8 Assurance Item Gap Dimension Figure 4 9 Empathy Item Gap Dimension Figure 4 10 Tangibles Item Gap Dimension Figure 4 11 Map of Importance Performance Analysis Figure 4 12 Importance Performance Analysis viii

9 LIST OF TABLES Table 4 1 Validity Test in Customer Perception Results Table 4 2 Validity Test in Customer Expectation Results Table 4 3 Overall Average Customer Gap Table 4 4 Importance Performance Analysis on Service Quality ix

10 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) x

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