IPA Analysis Of Service Quality (SERVQUAL) Case Study: The Largest Mortgage Bank In Indonesia.

The banking industry as an industry engaged in services relies on service quality as the main strategy in increasing customer satisfaction and interest in using the products offered. In Indonesia, there are four state-owned enterprises in the bank industry: Bank BRI, Bank BTN, Bank BNI, and Bank Mandiri. Good quality of bank services can increase customer satisfaction and can indirectly have a positive effect on increasing state revenues. This study will analyze the quality of service at a state-owned bank, the largest mortgage bank in Indonesia, using the dimensions of service quality variables, namely tangible, reliability, responsiveness, assurance, and empathy, through the IPA analysis method (importance performance analysis). This study uses survey data from 107 respondents with a total of 15 service quality attributes. IPA analysis in this study uses a Cartesian diagram consisting of 4 quadrants on the Cartesian diagram, namely quadrant A (priority), Quadrant B (maintain service quality), Quadrant C (low priority), and quadrant D (excessive). The results of this study indicate a comparison between the level of interest (expectations) of customers with the level of actual service performance. [ABSTRACT FROM AUTHOR]