PERCEIVED SERVICE QUALITY AND TRUST ON SATISFACTION: CUSTOMER’S PERSPECTIVES IN THE BANKING SECTOR
Jurusan Manajemen Fakultas Ekonomi UPN ‘Veteran’ Yogyakarta
Jl. SWK 104 (Lingkar Utara) Yogyakarta, 55283
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The purpose of this study was to examine the relationship between service quality, trust and satisfaction in the banking sector. Specifically, the dimensions of service quality were modeled to have direct influence on both satisfaction and trust. An empirical analysis was carried out in which the service performance scale was adapted to the study. 160 out of 200 questionnaires were valid for data analysis. The data was obtained by using a structured questionnaire to bank customers. Structural equations model using Partial least Squares (PLS) was applied to analyze the proposed model. The findings partly confirmed the relationship between service quality dimensions on trust since tangible dimension was not significant. However, all service quality dimensions were significant in predicting satisfaction. Practically, the findings suggest that banks could create satisfaction through service quality and trust. Therefore, all staffs should establish and maintain confidence in providing service quality and building trust for customers. Theoretically, besides adding trust in the service quality and satisfaction relationship, the study was conducted in developing countries. This will enhance the generalization of service quality measures and validate the model in the wider area.
Key words: service quality, trust, satisfaction, banking sector.