Evaluation of Public Service Quality Using the SERVQUAL Model: Case Study of Bank Mandiri KCP Paguyaman Gorontalo Regency, Indonesia

Abstract

This study aims to evaluate the quality of public services at Bank Mandiri KCP Paguyaman in Gorontalo Regency using the SERVQUAL approach, which covers five main dimensions: tangibles, empathy, responsiveness, reliability, and assurance. This study is motivated by the success of bank branches in rural areas in building customer loyalty despite facing infrastructure and human resources limitations. This study employs a descriptive qualitative design with a case study approach. Informants were selected purposively based on their direct experience with bank services, and data were collected through in-depth interviews, participatory observation, and documentation, then analysed thematically using the Miles and Huberman model. The results indicate that all SERVQUAL dimensions have been implemented fairly well, but there is still room for improvement. The tangible dimension indicates adequate physical facilities but is not optimal for comfort. Empathy is reflected in positive personal interactions but is not yet fully inclusive for vulnerable groups. Responsiveness is assessed as quick under normal conditions but unprepared to handle complex situations. Reliability shows consistency in basic services, but there is inconsistency in product information. Assurance guarantees transaction security, though interpersonal communication aspects must be strengthened. In conclusion, the quality of public service at Bank Mandiri KCP Paguyaman has reached a good level but is not yet ideal. Strategic recommendations include empathy-based staff training and educational communication, improvements to main service facilities, and strengthening the digital system for real-time complaint handling to achieve adaptive, trustworthy, and socially just public service.