Prioritizing Factors Influencing Customer Satisfaction at Credit Corporation using the Analytical Hierarchy Process (AHP)

Abstract

Customer satisfaction is a critical determinant of organizational success in the financial services sector, particularly for credit institutions facing increasing competition and evolving customer expectations. For any company or organization, meeting customer satisfaction is crucial, as it cultivates customer loyalty and a sense of belonging. This study aims to identify and ranking the factors that influence customer satisfaction with the loan services provided by the Credit Corporation in Sabah, with a particular emphasis on personal loan services. Using the Analytical Hierarchy Process (AHP), this study evaluates five key factors: service quality, human resources, organizational culture, skills, and technology. Primary data were collected through a questionnaire distributed to 25 selected customers. The AHP methodology facilitated the construction of pairwise comparison matrices, the calculation of normalized weights, and the assessment of consistency indices to ensure reliable and unbiased results. The findings indicate that service quality is the most influential factor affecting customer satisfaction, followed by human resources, organizational culture, skills, and technology. The management of the Credit Corporation can leverage these insights to enhance customer satisfaction. These findings provide actionable insights for credit institutions seeking to enhance their customer satisfaction strategies.