CHAPTER 3 RESEARCH METHODOLOGY

Transcription

1 CHAPTER 3 RESEARCH METHODOLOGY This chapter describes the methodology of the study consist of a general steps that has been done. The steps are shown in Figure 3.1 below. 3.1 General Steps Figure 3.1 Research Flow. 10

2 3.1.1 Problem Identification In order to expand of BRI s target market, it is important to know its customer satisfaction. For benchmarking purpose, data of BNI is used for comparation Literature Study To support and to backup this research or study, some data or knowledge has been used as a tool for comparison and computation Variables Identification Variables identification was done to identify the important variables in service especially in the banking industry Questionnaire Design This study used a formatted SERVQUAL questionnaire from Parasuraman et al. The questionnaire is contained 30 expectation statements and 30 perceptions statements using a seven point scale (Likert scale) ranging from 1 (strongly disagree) to 7 (strongly agree). The detailed statements pertaining to the dimension are shown in Table 3.1 and list of the statements that pertaining to the dimension shown in Table 3.2. Table 3.1 Statements Pertaining to SERVQUAL Dimension Dimensions Statements Number Reliability 1 6 Assurance 7 12 Tangible Empathy Responsiveness Description Ability to perform the promised service dependably and accurately. Employees knowledge and courtesy and their ability to inspire trust and confidence. Appearance of physical facilities, equipment, and personnel. Caring, individualized attention given to customers. Willingness to help customers and provide prompt service. 11

3 Table 3.2 List of Statements NO. STATEMENT 1 Always keep their promise 2 Always provide reliable information 3 Mastering product knowledge 4 Knows all departmental functions 5 Provide information needed 6 Describe the products well 7 Have good knowledge to serve 8 Has been trusted by customers to help them 9 Provide trusted information 10 Willingness to explain to customers 11 Serve customers based on experiences 12 Ability to differentiate customers 13 Pay Attention to their appearance 14 Always tidy in working 15 Check the needed form or brochure 16 Make sure to have a clean and tidy working space 17 Aware of the importance of their appearance 18 Friendly to the customers 19 Try to listen to the customer problems 20 Remember the customers name s 21 Try to identify the customer wants 22 Try to fulfill the customer wants 23 Understand customer s needs 24 Patient with customers 25 Try to get the information from other sources if do not have the information by themselves 26 Answering all customer questions 27 Try to serve customer quickly 28 Wisely respond the dissatisfied customers 29 Able to handle difficult customers patiently 30 Able to handle customers patiently even if it takes longer time Questionnaire Distribution The questionnaire was distributed amongst BRI s customers and BNI s customers. Besides that, some interviews was conducted. In this study the sampling technique that was used is non-probability which is incidental sampling. This sampling method was used because the samples are the most available (Guilford and Fruchter, 1981: 123). The 12

4 reason using this technique was easy in application and relatively economical. However, this technique has weaknesses in generalizing population. According to Pedhazur and Schmelkin (1991), this technique can bias the result. However, the weaknesess can be reduced if the numbers of samples are increased and if the population is assumed to be homogeneous Data Analyzing and Interpretation After the questionnaire has been distributed and returned, the data were tested to ensure it was reliable and valid. The process of analysing the data is using some tools as below: Reliability and Validity Test According to Guilford and Fruchter (1981) the test can be said good if it has the cooefficient of reliablity is The method for this test was using Cronbach s Alpha value. The bigger the Cronbach s Alpha value the better the reliability. Inter-item Correlation Test For the validity test was executed by observing inter-item correlation that the computation using Pearson s Product Moment formula. By observing at the inter-item correlation metric, generated through SPSS 13.0, it can be seen which one of those 30 variables that has the most relation to other variable. SERVQUAL Measurement Evaluating the quality of service using SERVQUAL involves computing the difference between the customers expectations and perceived condition statements. SERVQUAL Score or gap is computed as follows: SERVQUAL Score = Perception Score Expectation Score There was two ways in evaluating the SERVQUAL score; by observing at its unweighted score and weighted score. A. Unweighted Score 13

5 Unweighted score is the measurement where it does not take into account the relative importance that bank s customers attach to various dimensions. B. Weighted Score Weighted score is the measurement where it does take into account the relative importance of the dimensions; therefore it yields lower than unweighted score Conclusion In this part of the study is the conclusion and also recommendation to be used for improving the service. 14