COMPARISON OF BANK BRI AND BANK BNI SERVICE QUALITY

FINAL PROJECT

By:

Krishna H. Mangundjaya 19004112

Undergraduate Program School of Business and Management Institut Teknologi Bandung

VALIDATION PAGE

COMPARISON OF BANK BRI AND BANK BNI SERVICE QUALITY

By: Krishna H. Mangundjaya ID No: 19004112

Undergraduate Program School of Business and Management Institut Teknologi Bandung

Validated by:

(Budi Permadi Iskandar)

COMPARISON OF BANK BRI AND BANK BNI SERVICE QUALITY

Oleh: Krishna H. Mangundjaya 19004112

Tanggal Ujian Akhir: 21 September 2007 Tanggal Wisuda: 27 Oktober 2007 Program Sarjana, Institut Teknologi Bandung, 2007 Pembimbing: Budi Permadi Iskandar

ABSTRAK Industri perbankan di Indonesia telah mengalami perkembangan yang luar biasa sejak seabad lalu, bank BRI telah berkembang lebih dari 120 tahun dan Bank BNI didirikan lebih 60 tahun yang lalu. Kedua bank tersebut adalah bank milik pemerintah dan merupakan salah satu bank tertua di Indonesia. Pelayanan adalah faktor kunci untuk menandakan suatu bank itu sukses, berhubung pelayanan adalah aktifitas utama dalam bank. Namun memberikan pelayanan yang baik tidak semudah menyediakan fasilitas-fasilitas bank. Untuk dapat memberikan pelayanan yang baik diperlukan perhatian yang lebih dari manajemen bank untuk dapat menghadirkan kenyamanan nasabah dalam bertransaksi.

Tujuan dari studi ini adalah membandingkan kualitas pelayanan jasa antara Bank BRI dan BNI menggunakan alat ukur SERVQUAL dengan meng-identifikasi dimensi yang perlu ditingkatkan serta menentukan aspek-aspek yang paling penting dari apa yang diharapkan nasabah dan apa yang harus ditingkatkan demi memuaskan para nasabah. Studi ini melibatkan 80 responden (masing-masing bank 40 responden) dengan menggunakan teknik incidental sampling dengan karakteristik dari responden minimum 1 tahun menjadi nasabah bank. Hasil dari studi ini menyebutkan bahwa Bank BNI memiliki skor SERVQUAL yang lebih baik dari Bank BRI, namun kedua bank memiliki area kualitas pelayanan jasa yang harus ditingkatkan. Kata Kunci: Bank, Kualitas, Pelayanan, SERVQUAL.

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COMPARISON OF BANK BRI AND BANK BNI SERVICE QUALITY By: Krishna H. Mangundjaya 19004112

Final Project Presentation Date: 21 September 2007 Graduation Date: 27 October 2007 Undergraduate Program, Bandung Institute of Technology, 2007 Advisor: Budi Permadi Iskandar

ABSTRACT Banking industry in Indonesia has been developing very vastly since last century, for instance BRI has developed more than 120 years ago and BNI founded more than 60 years ago. Both banks are state owned and the eldest banks in Indonesia, so that these are categorized as one of the bank pioneers in Indonesia. Services is the most important factor for their success, as services is their core activities. However, providing good service is not easy as providing bank facilities. Good service needs more attention in the skills of bank’s employee that creating the convenience of the customers in doing transactions. Based on this condition, the objectives of this study is to compare the service quality between Bank BNI and Bank BRI using SERVQUAL, in order to identify which dimension (Reliability, Assurance, Tangible, Empathy, and Responsiveness) is needed to be improved in the two Banks as well as which dimension is the most important aspects from the customer’s perception and find ways to close the gaps in order to satisfy their customers. The respondents participated in this study were 80 people (40 respondents for each Bank) with the sampling technique using the incidental technique, and the characteristics of respondent was minimum one year as the customer of the bank. The results of the study shows that Bank BNI has better SERVQUAL scores than Bank BRI. Based on the findings, it can be said that both banks have to improve themselves in the area of service quality in order to become one of the bank with great service quality reputation. Key Words: Bank, Quality, Service, SERVQUAL.

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PREFACE This paper will not be finished without all the supports and contributions from many people and organizations, as many people has contributed in many different ways to the completion of this paper. Please kindly accept my gratitude to: 1.

Ir. Budi Permadi Iskandar, MPA, my very open minded advisor who has always patient to encourage me, and provided me with numerous corrections and valuable inputs.

2.

My parents, for their never ending compassion, supports, patient, and sincerity in encouraging me as well as sharing valuable inputs that have opened my thoughts.

3.

Management Bank BRI and Bank BNI that has welcomed me to conduct a research in their banks.

4.

Dini Faturachmi, my comrade for her supports, contributions and discussions.

5.

Dini, my beloved friend that have always supported me.

6.

Ronny, my friend for helping me in doing statistical calculation.

7.

My beloved friends who have spent hours of discussions and laughs together.

8.

My brothers and sister, for their never ending compassion, supports, and sincerity.

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LIST OF CONTENTS ABSTRACT………………………………………………………………i FOREWORD……………………………………………………………iii LIST OF CONTENT……………………………………………………iv LIST OF FIGURES……………………………………………………..vi LIST OF TABLES……………………………………………………..vii LIST OF APPENDICES………………………………………………viii CHAPTER 1: INTRODUCTION ............................................................. 1 1.1. Background .................................................................................. 11 1.2. Problem Statements ........................................................................ 1 1.3. Research Objective......................................................................... 2 1.4. Research Benefits ........................................................................... 2 CHAPTER 2: THEORETICAL FOUNDATION ..................................... 3 2.1. The Two Banks (BRI and BNI) ..................................................... 3 2.2. Characteristic of Service ................................................................ 4 2.3. Perception ....................................................................................... 5 2.4. Expectation ..................................................................................... 6 2.5. Expected Quality of Service........................................................... 6 2.6. Perceived Quality of Services ........................................................ 6 2.7 Applications of SERVQUAL .......................................................... 8 CHAPTER 3: RESEARCH METHODOLOGY .................................... 10 3.1. General Steps ............................................................................... 10 3.1.1 Problem Identification ............................................................ 11 3.1.2 Literature Study ...................................................................... 11 3.1.3 Variables Identification .......................................................... 11 3.1.4 Questionnaire Design ............................................................. 11 3.1.5 Questionnaire Distribution ..................................................... 12 3.1.6 Data Analyzing and Interpretation ......................................... 13 3.1.7 Conclusion.............................................................................. 14 CHAPTER 4: DATA ANALYSIS.......................................................... 15 4.1 Profile of Respondents .................................................................. 15 4.2 Reliability and Validity ................................................................. 16 4.3 Items Correlations ......................................................................... 18 4.4 Results of SERVQUAL ................................................................ 20 iv

4.5 Result of Relative of Importance .................................................. 21 4.6 Gap on SERVEQUAL Score by Variable .................................... 26 CHAPTER 5: CONCLUSION & RECOMMENDATION .................... 31 5.1 Overall Results .............................................................................. 31 5.2 Recommendations ......................................................................... 33

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LIST OF FIGURES Figure 2.1 Customer Assesment of Perceived Service Quality……… Figure 2.2 SERVQUAL Dimensions…………………………….…...10 Figure 3.1 Research Flow………………………………………..…..…11 Figure 4.1 Unweighted Scores SERVQUAL of BRI…………………12 Figure 4.2 Weighted Scores SERVQUAL of BRI …………………..14 Figure 4.3 Unweighted SERVQUAL of BNI………………………...29 Figure 4.4 Unweighted SERVQUAL of BNI………………………30 Figure 4.5 Variables Gap of BRI…….……..…………………..31 Figure 4.6 Variables Gap of BNI……………………….………33

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