Service Quality Concept Literature Review

B. Service Quality Concept

Quality is one of the dimensions that determine the satisfaction rating. According to Kotler 2008:174 the quality is the totality of features and characteristics of products or services that have the ability to satisfy the desires expressed directly or indirectly. This means shows that the features determining the quality of products or services which satisfy customer needs. Quality can be detected by comparing consumer perception of service consisting of real services that they receive the services they really hope for, where consumer perceptions of consumers’ conclusions derived mainly from his experiences using the products or services concerned. Definition of quality services centered on efforts to meet the needs and desires of customers and delivery accuracy to offset customers expectations. Understanding quality of service according to Wyckof in Lovelock, quoted by Tjiptono 2006; 59 is the expected level of excellence and control over the level of excellence to meet the customer. In other words there are two main factors that affect the quality of services, namely Expected service and perceived service Parasuraman, et al., Cited by Tjiptono, 2006; 60. If the services received or perceived as expected, then the perceived service quality perceived service good and satisfactory. If the services received exceed customer expectations, then the perceived service quality as an ideal quality. Conversely, if the services received is lower than expected, then the perceived poor quality of services. Thus good or bad quality of service depends on the ability of service providers in meeting customer expectations consistently. 15 In subsequent developments, in Fitzsimmons et al Parasuraman, Zeithaml and Bitner cited by Tjiptono 2006: 70 found that there are ten dimensions can be summarized into just five main dimensions. The five principal dimensions include: 1 direct evidence tangibles, including physical facilities, equipment, personnel, and means of communication. 2 Reliability reliability, the ability to provide the promised services quickly, accurately, and satisfying. 3 Responsiveness responsiveness, namely the desire of staff to assist customers and provide service with a response. 4 Assurance assurance, including the knowledge, ability, courtesy, and trustworthiness are owned by the staff; free from danger, risk, or doubt. 5 Empathy empathy, including ease of doing relationships, good communication, personal attention, and understand the needs of its customers. Formation of philosophy based on Islamic banking has not been described above, so it is important to add dimension to the dimensions of service quality compliance. Use of service quality dimensions SERVQUAL on Islamic banking Othman and Owen, 2002. With the aim to obtain an additional view of how services will be improved, try to develop an alternative model, called by CARTER. This discussion has been formed on the dimensions of service quality compliance factor. The results obtained from this analysis that has been shown by the CARTER model which is a dimensional variable consisting of six dimensions. The results showed that customers of Islamic banking compliance using the dimensions, because it is very important to follow the principle of Islamic banking in Islamic law. 16 Previous research conducted by the Erol and El-Bdour 1989 in Amin and Isa 2008 has explained that the religious factor has no role in selecting the Islamic Bank in Jordan. In Malaysia, 40 percent of Muslims are encouraged to use Islamic banking with the aim of a compliance factor Haron et. Al, 1994 in Amin and Isa, 2008. It was explained that the factor of compliance with the principles of Islam shown an important role in Malaysia in determining the decision to select the bank. Meanwhile, the orientation of an advantage over Singapore motivate people to use the product and service of Islam and Muslims in Singapore further assess the existence of Islamic banks compared to non-Muslim citizens in Singapore Gerrard and Cunningham, 1997 in Amin and Isa, 2008. Karatape et al, 2005 in Amin and Isa 2008 revealed that the level of service quality measures the development in one country that produces quality services in other cultures.

C. Service Quality Attributes of Retail Banking