Consumer Decision Making in Conventional Banks and Islamic Bank based on Quality of Service Perception

A high level of competition between Islamic and conventional banking is occurring in Indonesia. They use quality of service as a winning strategy. The objective of this study is to describe and understand customer decision-making in terms of perception of the differences in the quality of services between Islamic and conventional banking. This study is a qualitative research with phenomenological approach. The respondent of the study is Bank Muammalat and Bank Rakyat Indonesia customer. Interviews and documentation are used for data collection. Techniques of analysis involved in this study are data collection, data reduction, data presentation, and conclusion.