BANKING

At this time in the Indonesian banking industry entered a period of very competitive competition. This is due to the number of banks operating in Indonesia, the which operates both locally and internationally operating scale. The banking sector has a strategic role in contributing to the economic growth of a country. Today, banks are able to survive through a period of financial crisis and the new banks operating began vying to provide the best service to its customers through a wide range of banking products reviews such as fund products, loan products or products of other services. In the banking credit market, banks have Several common types of credit offered to customers include credit like as corporate, working capital loans, investment, consumer credit, and micro - credit.

The investors in the region or the world see the huge potential of the credit markets, especially on the type of consumer credit in Indonesia due to the large number of people in Indonesia. It can be seen from the number of foreign bank entry into the Indonesian market by opening a branch office or who acquire local banks to increase their business networks such as Citibank, Commonwealth Bank, CIMB Niaga, UOB Buana and others. State-owned banks in Indonesia certainly do not want to miss in the consumer credit markets such as Bank Mandiri, BRI, BNI and BTN. Foreign banks are opening offices in Indonesia are generally targeting the types of consumer loans are unsecured loans and credit cards.

Consumer credit is considered very strategic for bankers as a promising high profits and always needed by all professions and all walks of life. In order bank still growing, credit must keep flowing smoothly. With lending, banks can achieve interest income (interest income). Various general credit market for consumer credit from banks that operate in Indonesia, among others, unsecured loans (KTA), loans (mortgage) loans, car loans, multipurpose loans, and credit cards.

Market segmentation is dividing a market activity into groups of different buyers who might require separate products or marketing ingredients. Market segmentation according to Kotler (2002: 59) is an attempt to improve the accuracy of the company's marketing. Basic consumer market segmentation is geographical segmentation, demographic, psychographic and behavioral. Segmentation can be a key factor to win the competition by looking at the market from a unique angle in a way that is different from the competitors.

Demographic market segmentation is the basis of the most popular to distinguish groups of customers. One reason is the desire, preference, and the level of customer usage is often highly correlated with demographic variables. Demographic characteristics needed to know the size of the target market and the media should be used to reach them efficiently (Kotler, 2008).

Bank sells products to customers in the market split into several types according to the criteria they want. The division of this market will facilitate the bank in determining the customer or target consumer. Segmentation is necessary because in the banking market there are many different buyers will desire and needs.

Identify the segment on financial institutions based on the importance of consumer perceptions of service quality dimensions and other product offerings . The findings revealed that there were two segments that form is the first segment, segment performance, look for results, a financial institution that is true for the first time. The second segment is the segment of financial institutions who seek comfort in easy reach. The implication of this research is the service segment performance, financial institutions should focus on providing training and support system that allows service providers to offer services that are free of errors transaction. While the segment problems can be solved by performing a fast delivery system and precise and placement of ATM in strategic places.