HOW TO BUILD CUSTOMER SATISFACTION: A CASE OF SERVICE QUALITY PERCEPTIONS OF CUSTOMERS IN RETAIL BANKING WITH IMPORTANCE-PERFORMANCE ANALYSIS

Abstract

Importance-Performance Analysis is a tool to measure customer satisfaction based on the
quality of service received that helps banking industry to map the level of customer satisfaction
based on the level of importance and expectations. The purpose of this study is to identify the
level of customer satisfaction of banking in Lampung Province. The research method was a
survey of 400 banking customers in Lampung province. In analyzing the data, we used an
Importance-Performance Analysis approach. The results indicated there are 5 indicators of
concern: satisfaction on bank interest, satisfaction on the cost of products and services
provided, trust that the bank will meet future needs, service system problems, and opinions
about the location of the bank.