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INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESSSEPTEMBER 2009VOL 1, NO 5The credit equation ‘CSERVQUAL’ consists of three factor namely CSERVQUAL-1,CSERVQUAL-2, and CSERVQUAL3. CSERVQUAL-1 consists of reliability 1, 2, 3, 4 and 5,responsiveness 7, 8, and 9 and assurance 10, 11, and 12. CSERVQUAL-2: empathy 16 and 18and tangible 19, 20, 21 and 22 while CSERVQUAL-3: responsiveness 6, assurance 13, andempathy 14, 15, and 17.The linear equation showed as follows:Empathy has a big role in forming customer experience. Intangible service result from what isfelt by the customer, and does not seldom awaken the customer’s memorable experience.Customers nowadays do not again see product which offer is exclusive the than itself product,exclusively evaluate feature and benefit (F & B), but also from its consumption situation byholistic. It means people would use a product not only based on the actual product but also thesituation or miscellaneous consorting the product.6. Saving and Credit Products: The Service PerspectiveThe saving and credit behavior usually have different patterns. Customer desire to consume thesaving products generally due to the competitive interest rate, group pushing, excellence service,location and complete facilities. Conversely, customer desire to consume the credit products dueto the competitive interest rate, group pushing, excellence service, and complete facilities. Thelocation consideration is not dominant in making credit decision. They can look at somealternative banks to borrow money as it poses no risk to them. Figure 2 below points thatcustomer perception for credit products indicates subjective satisfaction average 2-9 points andsaving products of 4-9 points between both ethnics. It means that consumption level of savingproducts by both ethnic is better than the consumption level of credit products. There issignificant difference between consumption perception towards saving and credit productsamong the Chinese ethnic. This is because the Chinese ethnic only use credit products to scale-COPY RIGHT © 2009 Institute of Interdisciplinary Business Research 48