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Article Abstract
The study, employing a descriptive comparative research approach, aimed to evaluate member-borrower satisfaction and discern potential disparities in satisfaction between traditional face-to-face and online loan application methods within an association. Through random sampling of 300 members utilizing both application channels, the research employed Parasuraman's (1988) service quality model, encompassing five dimensions: Reliability, Assurance, Tangibility, Empathy, and Responsiveness Results indicated that members utilizing both in person and online channels expressed overall satisfaction across dimensions like reliability, assurance, tangibility, empathy, and responsiveness. Consequently, the study recommended heightened efforts by the association to increase member satisfaction. To enhance satisfaction in loan applications, the association might concentrate on delivering exceptional customer service. Whether face-to-face or online, branch personnel and telemarketers should display profound knowledge, and courtesy, and foster a welcoming, professional atmosphere. Additionally, improving the transition from in-person to online transactions and providing flexibility in engagement modes could be beneficial. The association should avoid perceiving the current process as entirely satisfactory, acknowledging the potential for ongoing improvement. A commitment to continuous enhancement could result in a more positive and satisfying experience for members in their loan application processes.
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