SME borrowers' satisfaction towards banking services

Ngu, Chiung Hung (2012) SME borrowers' satisfaction towards banking services. Masters thesis, Universiti Malaysia Sarawak, (UNIMAS).

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Abstract

Banking industry is. one of the important sectors of service industry in Malaysia. Financial services in general, especially banks, compete in market place with common products and services, which cause service quality to become a critical competitive tool. The information gathered from the SME Borrowers can be utilized to enhance a much more efficient marketing strategy in the banking industry. The purpose of this study is to examine the level of satisfaction by these customers in relation to the banking services in Sibu. The study also seeks to analyze the importance of the tangible and intangibles factors in the banking sector. The SERVQUAL instrument was applied to assess SME borrowing customers' expectation and perceptions of services provided by banks in Sibu and to highlight how the service factors were related to customer satisfaction. A questionaire with five-point Likert scale was conducted to measure these customers' satisfaction in all the commercial banks at Sibu. Data was analyzed using SPSS software by employing descriptive studies and paired T -test. A total of 102 respondents were chosen as sample for the study. Results showed that both tangibles and intangibles factors (tangible, reliability, responsiveness, assurance and empathy) had significant relationship in influencing the SME borrowing customers' satisfaction in Sibu, Sarawak. These results have important implications for bank managers to improve quality service.

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