ANALISIS KEPUASAN NASABAH TERHADAP PELAYANAN FRONTLINER BANK X KANTOR CABANG KHUSUS SUDIRMAN

  • Andani Fauzita Vidyandari School of Business, IPB University
  • Matunun Parulian Hutagaol Departement Ilmu Ekonomi, Fakultas Ekonomi dan Manajemen, IPB University
  • Joko Affandi PPM Manajemen

Abstract

Abstract: Customer satisfaction is the key to a service company's success, especially in the banking industry with its increasingly fierce competition. Customer satisfaction is measured by staff services, where interaction between customers and staff is the key. Unsatisfactory frontline staff's (forntliner) services can lower the bank's image in customers' eyes. This study aimed to analyze customer satisfaction with the frontliner's services at Bank-X official branch of Sudirman. The data were collected using a questionnaire with a convenience sampling technique to select the respondents. The analysis method used was SERVQUAL method and gap analysis where customer satisfaction would be known from the difference between customer perceptions of received service with customer expectations. The results showed that customer expectations were higher than perceptions of the frontliner's services, but that did not mean that Bank X's frontliner's services were of poor quality. Respondents who chose Bank X as the main bank compared to other banks and the Cartesius diagram results showed no need to improve service attributes, showing that the customer's opinion on the service is already good. The majority of the respondents' characteristics were office workers, highly educated, and earn more than 5 million rupiahs would certainly have high aspirations. Therefore their expectations of service would also be higher. What needs to be done by Bank X's frontliners is to maintain the quality of existing services and cut down the waiting time for customers by installing the self-service system.

Keywords: customer satisfaction, frontliner, gap analysis, Importance Performance Analysis, SERVQUAL

Downloads

Download data is not yet available.

References

Adriatika, S. 2003. Analisis Penilaian Mutu “BNI Prima” PT. Bank BNI Cabang Jakarta Pusat dengan Pendekatan Metode SERVQUAL [tesis]. Bogor. Sekolah Program Pascasarjana, Pertanian Bogor.

Agisty, Sarah. 2005. Analisis Kepuasan Nasabah Terhadap Kualitas Pelayanan ATM BNI (kasus pada Nasabah BNI Cabang Utama Juanda Bogor) [tesis]. Bogor. Sekolah Program Pascasarjana, Pertanian Bogor.

Anderson, E.W. 1996. Customer Satisfaction and Price Tolerance. Marketing. Letter, 7(3):19-30
Arikunto, Suharsimi. Manajemen Penelitian. 2005. PT Rineka Cipta. Jakarta.

Grönroos, Christian. 1990. Service Management and Marketing: managing the moments of Truth in Service Competition.
Hutapea P., Thoha N. 2008. Kompetensi Plus: Teori, Desain, Kasus dan Penerapan untuk HR dan Organisasi yang Dinamis. PT. Gramedia Pustaka Utama.

Kotler, Phillip. 1988. Manajemen Pemasaran: Analisis Perencanaan, Implementasi dan Pengendalian. Jilid 2. PT. Gelora Aksara Pratama.

Kotler, Phillip. 1997. Marketing Management: Analysis, Planning, Implementation, and Control, Edisi 9.

Latifah. 2003. Analisis Kepuasan Pelanggan Jasa Penerbangan Merpati Nusantara Airlines [tesis]. Bogor: Sekolah Program Pascasarjana, Institut Pertanian Bogor.

Lupiyoadi, R. 2001. Manajemen Pemasaran Jasa; Teori dan Praktik. Penerbit Salemba Empat. Jakarta

Mulyana, Geri Satia Andi. 2001. Kajian Pelayanan Nasabah Kantor Cabang Bank X di Bandung [tesis]. Bogor: Sekolah Program Pascasarjana, Institut Pertanian Bogor.

Mursi. 2008. Kajian Tingkat Kepuasan masyarakat terhadap pelayanan pada Seksi Pemerintahan Kantor Camat Tualang Kabupaten Siak [tesis]. Bogor: Sekolah Program Pascasarjana, Institut Pertanian Bogor.

Nelson, Eugene, Roland T. Rust, Anthony J. Zahorik, Robin L. Rose, Paul Batalden, Beth A. Siemanski. 1992. Do Patient Perceptions of Quality Relate to Hospital Financial Performance? Journal of Health Care Marketing, Desember, 13.

Nielsen. 2017. Understanding Customer Switching Behavior Report: Nasabah Tabungan Bank X [PowerPoint Slides].

Malhotra, Naresh K. 1993. Marketing Research: An Applied Orientation. 2nd Edition. Prentice Hall.

Parasuraman A., Zeithaml V.A, dan Berry, L.L. 1985. A Conceptual Model of Service Quality and its implications for Future Research. Journal of Marketing.

Priyatno, Dwi. 2008. Mandiri Belajar SPSS untuk Analisis Data dan Uji Statistik. MediaKom. Jakarta.

PT. BRI. 2017. Riset Customer Switching Behavior. [PowerPoint Slides]. Jakarta (ID)
Sekaran, Uma.1992. Research Methods for Business: A Skill Building Approach, Edisi 2, New York: John Wiley& Sons, Inc.

Sofyan, Mohammad. 2016. Analisa Kepuasan Masyarakat Kota dan Kabupaten Mojokerto Terhadap Proyek Pengendalian Banjir Perkotaan dengan Metode Importance Performance. Eksekutif: Jurnal Nasional Manajemen Bisnis Vol 13 No 2:320-329.

Sugiyono. 1999. Metode Penelitian Bisnis. Alfabeta, CV. Bandung

Supranto. J. 2011. Pengukuran Tingkat Kepuasan Pelanggaan untuk Menaikkan Pangsa Pasar. Cetakan ke-4. PT. Rineka Cipta.
Suriani, Nur. 2011. Peran Perempuan dalam Meningkatkan Kemandirian Ekonomi Bagi Generasi Muda melalui Wiraswasta. Jurnal Al-Iqtishad, III (1). 81-97.

Tarmoezi, Trizno, Manurung. 2000. Hotel Front Office. Kesaint Blanc.

Tjiptono, F. 1997. Prinsip-Prinsip Total Quality Service. Penerbit Andi. Yogyakarta

Tjiptono, F.1997, Strategi Pemasaran, Edisi 1, Penerbit Andi. Yogyakarta

Valarie. A., A. Parasuraman, Leonard. L. 1990. Delivering Quality Service: Balancing Customer Perceptions and Expectations. The Free Press, a Division of Macmillan, Inc. New York.

Triprajogo, Teguh. 2005. Kajian Pelayanan Kemetrologian dan Tingkat Kepuasan Pelanggan pada Unit Pelaksana Teknis Balai Metrologi DKI Jakarta [tesis]. Bogor: Sekolah Program Pascasarjana, Institut Pertanian Bogor.

Windyani, A.R., Aida Vitayala S. H., Idqan F. 2011. Analisis kepuasan masyarakat terhadap pembuatan akta kelahiran di Depok, Jawa Barat. Jurnal Aplikasi Manajemen: 32-40.

Yusuf, Muri. A. 2014. Metode Penelitian: Kuantitatif, Kualitatif, dan Penelitian Gabungan. Jakarta (ID). Kencana.
Published
2021-01-28
How to Cite
Vidyandari, A. F., Hutagaol , M. P., & Affandi , J. (2021). ANALISIS KEPUASAN NASABAH TERHADAP PELAYANAN FRONTLINER BANK X KANTOR CABANG KHUSUS SUDIRMAN. Jurnal Aplikasi Bisnis Dan Manajemen (JABM), 7(1), 1. https://doi.org/10.17358/jabm.7.1.1