Service quality dimensions that leads to customer satisfaction: A case study of ASNB Kuching / Ahmad Shahrizan Esqadilla Salmi

This research attempts a quantitative investigation to measure the relationship between service quality dimensions towards customer satisfaction in ASNB Kuching. It is become very important because the quality of service itself will determine the reaction of the customers. It also can be an indicator to the business competitive because if the service are more quality, there are more customers will prefer the most of quality service provider. This research will examine on what are the factors that are the most influence from every each of three dimensions from service quality dimensions which are, responsiveness, reliability and assurance. A survey has been conducted by using simple random sampling by using the customers who comes to ASNB Kuching itself. The independent variables of this study are customer satisfaction and the dependent variables of this study are responsiveness, reliability and assurance. The findings of this research provide some taught for better understanding on service quality dimensions that leads to customer satisfaction in ASNB Kuching. The worker of ASNB Kuching might find these results very helpful in improving and to remain competitive in their business.