Satisfaction level among customers toward the service quality given by staff of Bank Rakyat W.P Labuan / Mohd Hafizan Wassim

As we know, service quality is the most important thing is given bank to their customer. Demand for services come form the business firms and the consumers in the society at large. With strong competition among domestic and foreign banks, therefore it is important for the commercial banks in Malaysia to improve the quality of their services. Further, increased in consumer preferences toward banking products choosing the banks that give them the best service quality is a priority. As globalisation and liberalisation of financial institutions accelerate, competition among banks in offering products and services becomes more intense. Customers in Malaysia become more educated better informed, more internalized, and as Malaysian economy becomes more and more knowledge based, the demand for high quality services expands with increases in customers' buying power. Furthermore, with the merger process between banks in Malaysia to form only ten big banks with their partners, competition for clients among them is intense. Hence, commercial banking industry in Malaysia has to think strategically by providing high quality products and services to satisfy their customers. In order for these banks to provide high quality products and services, they need firstly to investigate the level of customers' perceptions and expectations to their service quality from their customers' perspective. Through that information, they could then strategically adjust their service quality to fit the local and global markets.