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Kepuasan Pelanggan dan Kualiti Perkhidmatan Skim Ar-Rahnu Bank Rakyat

Wan Noraini, W. Daud (2011) Kepuasan Pelanggan dan Kualiti Perkhidmatan Skim Ar-Rahnu Bank Rakyat. Masters thesis, Universiti Utara Malaysia.

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Abstract

The purpose of this study is to examine the level of satisfaction among the customer of ar-Rahnu scheme at Bank Rakyat Alor Setar, Kedah towards the service quality provided. The measurement of service quality was modified and adapted from Othman and Owen (2001) and Parasuraman et al. (1991) with 1-5 scale. The instrument consists of six dimensions namely compliance, assurance, reliability, tangible, empathy and responsiveness. Meanwhile, the measurement of customer satisfaction was adapted from Othman and Owen (2001) and McDougall and Lvesque (1994). This study chooses Bank Rakyat at Alor Setar, Kedah and 100 questionnaires were distributed. The systematic convenient sampling technique was used. The data gathered were analysed using Statistical Package for Social Science (SPSS) v.14. The study used descriptive analysis, correlation Pearson, means, t-test, ANOVA and multiple regression tests. The score means showed that the level of satisfaction of customer was high. In correlation Pearson test, it showed that all six dimensions of service quality have significant relationship with customer satisfaction. Beside of that, in t-test showed that in terms of demographic factor, female have strong significant relationship with customer satisfaction. Multiple regression analysis indicates that the service quality explained 45.9% of the variance in the customer satisfaction. The dimension of empathy considered as the critical factor in the customer satisfaction, and the other five dimensions are less emphasized factors. It can be concluded that the customers were satisfied with the service quality provided by Bank Rakyat Alor Setar, Kedah. More attention should be given to the customers by improving dimensions of compliance, assurance, reliability, tangible and responsiveness.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Customer Satisfaction, Service Quality, Ar-Rahnu Scheme
Subjects: H Social Sciences > HG Finance
Divisions: College of Business (COB)
Depositing User: Mr Husni Ismail
Date Deposited: 28 Dec 2011 01:16
Last Modified: 24 Apr 2016 01:47
URI: http://etd.uum.edu.my/id/eprint/2637

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