Service quality of banks after merger : consumers' perception

The purpose of this study is to determine the consumers' perception toward the service quality of bank after merger in Subang Jaya. 300 respondents were interviewed through a given questionnaire. All data obtained in this study were gathered and analyzed through two methods; descriptive and statistical analysis by using the Statistical Package for Social Science (SPSS). This study used SERVQUAL to measure its service quality which is developed by Parasuraman, Zeithamal and Berry (1988). Descriptive analysis was used to analyzed the respondents' demographic profile and their current banking situation whereas statistical inferential analyze was used to test the significant influence of demographic variables on respondent perceptions towards the banks service quality after merger. Besides that, gap analyze was conducted by comparing every perceived and expected service quality dimensions-tangible, reliability, responsiveness, assurance and empathy. The result of gap analysis was service quality of banks after merger. The result show that there are some differences perceived by the age, income, education levels and occupation of respondents in assessing the dimensions of SERQUAL. Analyses of respondents' questionnaire show that there is huge gap between the perceived and the desired service quality of banks after merger. The service quality which is important considered by consumer the Reliability dimensions and thus it indicates that the banks after merger have to perform the promised service dependably and accurately. The least important considered by consumer is the Tangible dimension.

Text T GSM 2001 2 (1900118304) UPM IR.pdf Download (4MB)

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