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Binti Hayat , N. H., & Jen Sern, T. (2020). Kajian Rintis Faktor Peramal Kepuasan Pelanggan Tentang Kualiti Perkhidmatan Dan Imej Perbankan Komersial Dalam Kalangan Pelajar Universiti Putra Malaysia. KnE Social Sciences, 4(9), 96–115. https://doi.org/10.18502/kss.v4i9.7319

https://doi.org/10.18502/kss.v4i9.7319

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  • Nur Hamizah Binti Hayat

    Nur Hamizah Binti Hayat

    Jabatan Komunikasi, Fakulti Bahasa Moden dan Komunikasi, Universiti Putra Malaysia, 43400 UPM Serdang, Selangor, Malaysia
  • Tham Jen Sern

    Tham Jen Sern

    Jabatan Komunikasi, Fakulti Bahasa Moden dan Komunikasi, Universiti Putra Malaysia, 43400 UPM Serdang, Selangor, Malaysia

Published Date

  • Jul 14, 2020

Kajian Rintis Faktor Peramal Kepuasan Pelanggan Tentang Kualiti Perkhidmatan Dan Imej Perbankan Komersial Dalam Kalangan Pelajar Universiti Putra Malaysia

KnE Social Sciences / International Conference on Islam, Economy, and Halal Industry (ICIEHI) / Pages 96–115

Abstract

Dalam dunia yang dipacu dengan kemajuan teknologi pada masa ini, imej ialah satu unsur yang memberi impak yang besar terhadap organisasi. Imej dan identiti sesebuah syarikat atau firma didakwa mempengaruhi persepsi dan pemilihan terhadap jenama produk atau perkhidmatan. Perkara yang membezakan antara syarikat perbankan di Malaysia adalah bagaimana sesebuah syarikat itu mempersembahkan imej korporat mereka dalam usaha untuk menarik perhatian pelanggan. Imej korporat yang kukuh dipaparkan dikatakan mampu mempengaruhi kepercayaan pelanggan terhadap sesuatu produk atau servis perkhidmatan. Tujuan utama kajian ini adalah untuk mengenal pasti faktor-faktor yang menyumbang kepada kepuasan pelajar Universiti Putra Malaysia (UPM) tentang perkhidmatan yang ditawarkan oleh bank-bank komersial tempatan. Kajian ini dipandukan kepada Teori Isyarat dan SERQUAL. Seramai 150 orang responden daripada Bacelor Komunikasi, Fakulti Bahasa Moden dan Komunikasi telah menyertai kajian ini. Persampelan secara rawak telah digunakan dalam kajian ini untuk mendapatkan responden dan data telah dikumpulkan melalui borang soal selidik yang ditadbir sendiri oleh responden. Keputusan menunjukkan bahawa terdapat tiga daripada enam faktor utama pendorong kepuasan tentang perkhidmatan perbankan komersial dalam kalangan pelajar UPM iaitu dimensi empati, dimensi responsif dan dimensi kebolehpercayaan. Kesimpulannya, kajian ini dapat menentukan bahawa dimensi responsif ialah peramal utama terhadap kepuasan pelajar UPM tentang perkhidmatan perbankan komersial di Malaysia.


Kata Kunci: Identiti korporat, imej korporat, kualiti perkhidmatan, perbankan komersial, Universiti Putra Malaysia.

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