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Analysis of Customer Satisfaction in a Selected Bank: Signal-To-Noise Ratio Approach

Hartomo Soewardi 1 and Kanty Jefinally Nattadatri 1
Industrial Engineering Department Faculty of Industrial Technology Islamic University of Indonesia Yogyakarta Indonesia

Abstract— This paper presents an investigation about the level of customer satisfaction at the selected bank in Indonesia on basis five dimensions of service quality. They are reliability, responsiveness, assurance, empathy, and tangible. It is noteworthy for banks to provide the high quality of service but a few of a certain bank experiencing matters on service performance which is more and more declining. Thus, some improvements should be done on each attribute that has not achieved a quality target. Taguchi Signal-to-Noise Ratio approach is applied to assess service quality performance referring to the Ordered Categorical Data obtained from the paper-based survey with distributing questionnaire containing 21 attributes. The results of this study show that there are some attributes of dimensions respectively not satisfying the quality standard of the bank. They are Rel3 attribute: customer expectation-based service) of reliability dimension, Res1: understanding needs and wants of the customers of responsiveness dimension, A1 attribute: provide a clear explanation of bank’s product to customer of assurance dimension, E1 attribute: polite and friendly staff of empathy dimension, and T1 attribute: modern looking equipment of tangible dimension. 
Index Terms—Taguchi signal-to-noise ratio, service quality, customer satisfaction, bank

Cite: Hartomo Soewardi and Kanty Jefinally Nattadatri, "Analysis of Customer Satisfaction in a Selected Bank: Signal-To-Noise Ratio Approach" Journal of Advanced Management Science, Vol. 6, No. 3, pp. 143-148, September 2018. doi: 10.18178/joams.6.3.143-148
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