The Effect of the Quality of Service and Sharia Banking Products to

Consumer Satisfaction

Ratna Siti Zaenab, Eeng Ahman, and Suci Apriliani Utami

Fakultas Pendidikan Ekonomi dan Bisnis, Universitas Pendidikan Indonesia, Bandung, Indonesia

ratnaasitizaenab@gmail.com, eengahman@yahoo.co.id, suci.avril@upi.edu

Keywords: Customer Satisfaction, Quality of Service, Sharia Banking Products, Multiple Linear Regression.

Abstract: In recent developments, the Sharia banking industry has declined in performance compared to conventional

banking. Total customers of Sharia banking are still smaller than conventional banks. At present, the growth

of customers in the Sharia Bank industry averages around 15-20 percent. The existence of Sharia Bank in

Indonesia has not been fully supported by supporting factors that enable Sharia banking to continue to grow

and run well. Many things are prepared by Bank Sharia to make them an option that will ultimately be trusted

by its customers. The more alternatives that exist, the greater the customer's demand for high-quality service

with a good and right approach. In reality, there is an imbalance between customer expectations and the reality

of the services provided by the bank. Not a few customers who express criticism and complaints because the

services provided are less or even unsatisfactory. Criticisms and complaints that can lead to negative

perceptions of customers. If it is allowed to continue continuously can lower the level of customer confidence.

This study aims to determine the effect of service quality and products of Sharia banking to customer

satisfaction (Survey of Branch Office of Bank Jabar Banten Sharia Bandung). This study uses primary data.

The research method used is descriptive method of causality with multiple linear regression analysis. Variable

Dependent in this research is customer satisfaction. Furthermore, the independent variables in the research

are the quality of services and products of Sharia banking. Based on the results of research known that the

quality of service (X1) have a significant effect on customer satisfaction (Y). While Islamic banking products

(X2) have a significant effect on customer satisfaction (Y). As well as independent variables (X1) quality of

service and (X2) Sharia banking products simultaneously affect the dependent variable (Y) customer

satisfaction.

1 INTRODUCTION

The Director of Research, Development,

Arrangement and Licensing of Syariah Banking of

Financial Services Authority (OJK), Dhani Gunawan

Idat, said that total customers of sharia banking are

still smaller than conventional banks. At present, the

growth of customers in the Sharia Bank industry

averages 15-20 percent (OJK, 2016).

Based on syariah banking statistics, the number of

sharia banks has reached 12 Sharia Commercial

Banks, 22 Sharia Business Units and 163 Sharia Rural

Banks with a total office network of 2,301 offices

throughout Indonesia. In the latest developments, the

sharia banking industry has declined in performance

compared to conventional banking (Rusydiana,

2016). For example, reflected in non-performing

financing or relatively high non-performing

financing. Nor is the measurement of efficiency lower

than that of the conventional banking industry. The

existence of Syariah Bank in Indonesia has not been

fully supported by the supporting factors that enable

sharia banking to keep growing and running well.

Many things are prepared by sharia banks to make

them an option that will ultimately be trusted by its

customers. The more alternatives that exist, the

greater the customer's demand for high-quality

service with a good and correct approach

(Wijayaningratri & Budiyanto, 2015). Islamic banks

can increase value to customers by generating

products that have advantages and the benefits of the

product. Increasing the value can be done through the

quality of services provided by sharia banks to its

customers (Tumangkeng, 2013). So as to create

customer satisfaction as a consumer).

In reality, there is an imbalance between customer

expectations and the reality of services provided by

the bank (Khatimah & Rahardjo, 2011). Not a few

228

Zaenab, R., Ahman, E. and Utami, S.

The Effect of the Quality of Service and Sharia Banking Products to Consumer Satisfaction.

In Proceedings of the 1st International Conference on Islamic Economics, Business, and Philanthropy (ICIEBP 2017) - Transforming Islamic Economy and Societies, pages 228-230

ISBN: 978-989-758-315-5

customers who express criticism and complaints

because the services provided are less or even

unsatisfactory. Criticisms and complaints that can

lead to negative perceptions of customers. If it is

allowed to continue continuously can lower the level

of customer confidence. It is not impossible for

customers to switch to other companies because they

feel that other companies are better able to provide

services that can satisfy them. This should be the

focus of every banking concern. Because until now,

the aspect of service in the banking world is a thing

that must be managed very well.

Previous research has revealed that research on

the effect of service quality on satisfaction has no

significant effect and hypotheses are rejected by

Harini (2015). Research on the quality of service to

customer satisfaction in Malaysian banking sector is

also done and the result that guarantee, reliability,

empathy and responsiveness have positive

relationship but no significant effect on customer

satisfaction as service quality dimension (Munusamy,

Chelliah, & Mun, 2010) . In the study of Akhtar, et al

(2016) conducted in Cairo, that there is a positive and

significant relationship between service quality and

customer satisfaction. The product quality

significantly influence customer satisfaction (Ismail,

2014).

2 METHODS

The method used in this research is descriptive

method of causality. According Sugiyono (2013)

descriptive research method is a study conducted to

determine the value of variables independently, either

one variable or more (independent) without making a

comparison or connect with other variables.

In causality research method that is causal

relationship. So there are independent variables

(variables that affect) and dependent (influenced).

Therefore, the method of causality in this study aims

to examine how the influence of service quality and

products of Banking Syariah on customer satisfaction

(Ferdinand, 2014).

The data used is the primary data obtained directly

from the original source provided to customers of

customers of Bank Jabar Branch Office Banten

Syariah Bandung, the results of questionnaires or

questionnaires by providing a set of questions or

statements.

3 RESULT AND DISCUSSION

3.1 Quality of Service Affects Customer

Satisfaction

Based on the result of hypothesis testing from the

influence of service quality to customer satisfaction

can be known the relation of independent variable to

dependent variable. As for the acquisition of t-count

value and the level of significance in the variable

quality of service to customer satisfaction is the result

of regression analysis obtained t count value of 3.629

greater than t table 1.988 and significance value (sig.)

0.000 smaller than 0.005. Then it can be concluded

that H0 rejected dam H1 accepted, which means the

quality of service (X1) significant effect on customer

satisfaction (Y).

So it can be concluded that the higher the quality

of service the higher the customer satisfaction. This

conclusion is based on the results of the analysis

which shows a significant value of 0.00 that is below

0.05.

3.2 Sharia Banking Products Affect

Customer Satisfaction

Based on the result of hypothesis testing of the

influence of Sharia banking products on customer

satisfaction can be known the relevance of the

independent variable to the dependent variable. The

acquisition of t value and significance level on

syariah banking product variables to customer

satisfaction that shows that the regression analysis

results obtained t count value of 3.511 greater than t

table 1.988 and significance value (sig.) 0.001 is

smaller than 0.005. Hence it can be concluded that H0

is rejected and H1 accepted, which means Islamic

banking products (X2) have a significant effect on

customer satisfaction (Y).

To know area that shows the ideal region of

syariah banking product variables from the results of

processing and data analysis through the distribution

of questionnaires to 100 respondents Jabar Bank

customers Banten Shariah obtained score of 3093

from the highest score 4000, it can be concluded that

the product Bank Jabar Banten Shariah on satisfaction

the customer as a whole belongs to the high category.

The Effect of the Quality of Service and Sharia Banking Products to Consumer Satisfaction

229

3.3 Quality of Service and Products of

Sharia Banking Simultaneously

Affects Customer Satisfaction

Based on the results of empirical research shows that

the quality of service and products of Sharia banking

affects customer satisfaction. This conclusion is

obtained based on the interpretation in the table value

of F table 3.94 which states that F arithmetic (70,524)

is greater than F table (3.94), it can be concluded that

the independent variables X1 service quality and X2

of Islamic banking products simultaneously affect the

dependent variable Y customer satisfaction.

So it can be concluded that the higher the quality

of service and Islamic banking products, the higher

the customer satisfaction. This conclusion is based on

an analysis result that shows a significant value of

0.000 under 0.05. The results of this study proves that

the quality of service and Islamic banking products

simultaneously affect customer satisfaction.

4 CONCLUSION

Quality of service on customer satisfaction as a whole

fall into the high category. From the results of

processing and data analysis obtained score score

3164 from the highest score 4000. Furthermore,

Islamic banking products on customer satisfaction as

a whole fall into the high category. From the results

of processing and data analysis obtained score of

3093 from the highest score 4000. And on the

satisfaction of Jabar Bank customers Banten Sharia as

a whole fall into the category of being. From the

results of processing and data analysis obtained score

score 3186 from the highest score of 4500.

Quality of service (X1) has a significant effect on

customer satisfaction (Y). So it can be concluded that

the higher the quality of service the higher the

customer satisfaction.

Sharia banking products (X2) have a significant effect

on customer satisfaction (Y). In this case it can be

concluded that the better the quality of the Sharia

banking products provided by the Bank, the more

customers will be satisfied with the Sharia banking

products that have been given by the Bank. The

independent variables (X1) service quality and (X2)

of Islamic banking products simultaneously affect the

dependent variable (Y) customer satisfaction. So it

can be concluded that the higher the quality of service

and Islamic banking products, the higher the

customer satisfaction.

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