COVERANALYSIS OF CUSTOMER SATISFACTION IN THE COMPETITIVE BANK: TAGUCHI SIGNAL-TO-NOISE RATIO APPROACH

Abstract

This research presents an investigation about the level of customer satisfaction at the selected bank in Indonesia on basis five dimensions of service quality. They are reliability, responsiveness, assurance, empathy, and tangible. It is noteworthy for banks to provide the high quality of service but a few of a certain bank experiencing matters on service performance which is more and more declining. Thus, some improvements should be done on each attribute that has not achieved a quality target. Taguchi Signal-to-Noise Ratio approach is applied to assess service quality performance referring to the Ordered Categorical Data obtained from the paper-based survey with distributing questionnaire containing 21 attributes. The results of this research show that there are some attributes of dimensions respectively not satisfying the quality standard of the bank. They are Rel3 attribute: customer expectation-based service) of reliability dimension, Res1 attribute: understanding needs and wants of the customers of responsiveness dimension, A1 attribute: provide a clear explanation of bank’s product to customer of assurance dimension, E1 attribute: polite and friendly staff of empathy dimension, and T1 attribute: modern looking equipment of tangible dimension.