Service Factors and Decisions to Become a Customer at BMT UGT Sidogiri

Abstract

This study aims to determine how the influence of service quality factors on customer decisions simultaneously and partially and the most dominant service quality variable that affects customer satisfaction at BMT UGT Sidogiri. BMT UGT Sidogiri as a form of the business service provider in the financial sector, then in making policies regarding quality service quality, banks can measure and monitor customer satisfaction with a system of complaints and suggestions as well as customer decision surveys. Other findings are related to the study. First, services consisting of tangibles, reliability, responsiveness, assurance, empathy partially have a significant influence on customer decisions. Second, services consisting of tangibles, reliability, responsiveness, assurance, empathy simultaneously have a significant influence on customer decisions. Third, the service variable, tangibles is the dominant variable influencing customer decisions. Suggestions for customers, to be more selective in choosing products with various product offers because basically, customers want to fulfill their needs by seeking the benefits of a product. For further researchers, it is better not only to examine the five service variables.