DEVELOPMENT ANALTERNATIVE INSTRUMENT TO MEASURE BANKING SERVICE QUALITY BASED ON SERVQUAL MODEL, GRONROOS MODEL AND SERVICE MARKETING MIX

• Main Author: Ramadhiyani (NIM 234 03 053), Riany
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/9072
• Institution: Institut Teknologi Bandung

Abstract : <br /> <br /> <br /> The Banking industry sector has seen a growing intensity of competition within the marketplace therefore service quality plays an important role in organization performance. An instrument to measure service quality particularly in a banking industry is needed to be developed Because SERVQUAL Model which is commonly used to measure service quality is considered unappropriate and too generic. From previous research, there are a few methods developed to measure Banking Service Quality. One of them was developed based on integration between SERVQUAL Model and Service Marketing Mix while another method was developed based on Gronroos Model. This research is intended to develop an alternative instrument to measure Banking Service Quality Based on integration of SERVQUAL Model, Gronroos Model and Service Marketing Mix. <br /> <br /> <br /> A development of measurement scale is done by integrating all element in a SERQUAL Model, Gronroos Model and Service Marketing Mix. This integration process emerge with eight dimension consist of Personil, System Acuracy, Access, Communication, Tangible, Service Product, Company Image and Price. <br /> <br /> <br /> Based on Confirmatory Factor Analysis with SEM (Structured Equation Modelling) and according to 171 sample from a retail banking customers, can be conclude that the eight dimensions are significantly affect Banking Service Quality and therefore can be applied to evaluate service quality performance in banking industry. <br />