In several studies, researcher has performs and determines the factors of service quality. Studies had found that customer satisfaction is cause by the service quality. Customers will repurchase from the services provider if they can fulfill the customer satisfaction. Changes of the service performance will generate result in the satisfaction of the customers. Service quality and the customer satisfaction can help the bankers to look into the service development. Also, it can develop competitive advantage in the banking industry. Several studies defined that a business’s success or failure in meeting expectations are based on the customer satisfaction.
SERVQUAL model will be used in this study in order to measure the customer satisfaction in the banking industry. There are five dimensions of SERVQUAL develop for the service sector are tangibility, reliability, responsiveness, empathy and security (Al-Azzam, 2015).