ANALISIS PENGARUH KUALITAS LAYANAN TERHADAP KEPUASAN NASABAH PEMEGANG KARTU KREDIT BANK MEGA MENGGUNAKAN SKALA PENGUKURAN BANKING SERVICE QUALITY

Customer satisfaction has strategic implications for the company. Some studies suggest a number of benefits of customer satisfaction for the company that such a positive impact on customer loyalty, increase the tolerance of the price, customers tend to not switch to other suppliers easily and foster positive word of mouth recommendations. A number of studies have also mentioned that the quality of service and customer satisfaction are two different constructs but have a close relationship, service quality is a antecedent of customer satisfaction, service quality is a variable that affect customer satisfaction. To measure service quality using SERVQUAL measurement scale is very commonly used, but the approach of SERVQUAL as a measure of the quality of service was not free from criticism. The controversy of using gap analysis and five dimensions of SERVQUAL that are not considered generic enough to be used throughout the service industry. To that end, researchers Bahia and Nantel (2000) introduced the concept of measuring service quality that is designed for the banking industry in particular of retail banking, it�s called Banking Service Quality (BSQ). BSQ measurement scale using dimensions such as effectiveness and assurance, access, price, tangibles, service portfolio and reliability. In this thesis, the researcher will use the BSQ scales to measure and analyze the effect of service quality toward customer satisfaction cardholders of credit cards issued by Bank Mega. This study uses primary data collected directly from the cardholders of credit cards issued by Bank Mega through questionnaire method. The population is Mega Bank credit card holders. Due to the size of the population, this study is carried out using samples. The method used to collect the samples is accidental sampling method. Numbers of samples in this study were 112 respondents and analysis technique used is multiple regressions. Of a series of test results show that the use of BSQ measurement scales has a significant positive impact toward customer satisfaction on simultaneous test (F test), but only three dimensions of BSQ such as the effectiveness and assurance, service portfolio and reliability that shows a significant positive impact toward satisfaction customers on partial test (t test)