Assessing Service Quality of Bank using Combined SERVQUAL Scale and Importance-Performance Analysis: A Case Study

Developments in the era of globalization causing competition in banking is becoming increasingly tight. Banks that want to develop must be able to provide a good quality of service and provide a sense of security to the customer, because it is one of the factors determining the success of a bank.. Service Quality of Bank can measured by combining SERVQUAL scales and Importance-Performance Analysis (IPA) model. The SERVQUAL scale was function to assess customers' perceptions of service quality in the bank environment. The IPA model was used here to recognize what item statements have to be improved to achieve customer satisfaction. This model through the identification of item statement is an important statement in satisfying customers. It's been done identification, then it can lower the costs of excessive investment. A case study conducted in one of biggest bank in Indonesia. The result of this research are Reliability (REL1), Interaction Quality (INT4, INT5), Empathy (EMP2, EMP4, EMP6) becoming aspect of item statement to be improved. But overall of the bank service can be said to be good, indicated by the large average performance of 3,413 out of 5. The result of this study can provide the managers by precious insight into the item statements that reflect customers' perception.