The relationship between service quality and customer satisfaction in selected banks in Kuching / Ahmad Shah Abu Bakar ... [et al.]

This study aimed to examine the relationship between service quality and customer satisfaction In selected banks namely Bank Islam Malaysia Berhad, CIMB Bank Berhad and Maybank Berhad which located at Jalan Kulas, Kuching. The banking industries are under Increasing pressure to demonstrate a high service quality to the customers. Providing a high service quality Will give a competitive advantage to the banks in order to stay competitive in the market and profitable in the future. The data were collected from 440 respondents from walk-in customers who visited banks and fully utilized the services available in banks. Out of 440 distributed questionnaires, only 438 questionnaires were usable for an analysis. The dimensions and items in designing of questionnaires were based on literature review. questionnaire consist of the respondents demographic profiles, perceived on service quality, satisfaction towards bank service quality and overall comments to improve service quality in banks. With a better understanding of the service quality and customer satisfaction, banks would be able to become more effective on utilization of their limited resources through quality initiatives for the real needs of their customers, Results suggest that there are positive relationships between systemization of service delivery, responsiveness, reliable communication and services cape on customer satisfaction For Bank Islam Malaysia Berhad and Maybank Berhad, the findings showed that the reliability communication of service quality was found to influence customer satisfaction more than the systemization of service delivery, responsiveness and services cape aspects. Meanwhile for CIMB Bank Berhad, the findings showed that the service scape were found to Influence customer satisfaction more than the systemization of service delivery, responsiveness and reliable communication aspects- The banks should emphasize on systemization of service delivery, responsiveness, reliable communication and services cape in order to Increase the customer satisfaction.