Evaluasi Kepuasan Pelanggan Terhadap Pelayanan Frontliner Bank Mandiri Cabang Jakarta Sudirman

HERYANTO, DESRA EKA (Adv.: Teguh Budiarto, Drs., MIM.), Teguh Budiarto, Drs., MIM.

2013 | Tesis | S2 Magister Management

Untuk mengetahui apakah harapan nasabah telah dapat terpenuhi oleh kualitas pelayanan yang diberikan oleh para frontliner, maka dilakukan suatu riset mengenai tingkat kepuasan nasabah terhadap pelayanan frontliner dengan menggunakan metode SERVQUAL.

Riset dilakukan terhadap frontliner Bank Mandiri Cabang Jakarta Sudirman dalam melayani nasabah reguler dan nasabah prioritas dengan metodologi penelitian yang digunakan adalah analisis deskriptif komparatif dengan pendeketan survey.

Dari hasil riset yang diperoleh, kualitas layanan frontliner dengan menggunakan pendekatan 5 dimensi (reliability, responsiveness, assurance, empathy dan tangibles), pengukuran kepuasan dengan pendekatan importanceperformance analysis, uji validatas & reabilitas serta analisa komparasi kualitas dan kepuasan dengan Chi-Square Analysis disimpulkan tidak ada perbedaan kepuasan (sama-sama puas) antara nasabah regular dan nasabah prioritas terhadap performance yang diberikan para frontliner Bank Mandiri Jakarta Sudirman.

Customer satisfaction is not a new concept.. It is an important element of business strategy. Customer will be satisfied only if there is strong commitment from top management as well as all employees.

Bank Mandiri Jakarta Sudirman branch is part of Bank Mandiri network. The bank is one of leading providers of banking services in Indonesia. It seeks to understand the level of satisfaction of its customers on the services provided by the bank frontliners to regular and priority customers.. A study of customer satisfaction was conducted to gain such understanding.

The methodology used in the study is called comparative and descriptive. We conducted survey to gain understanding of customer expectation and perception toward the performance of the branch frontliners. The data collected in this survey was then analised using “importance-performance” technique.

The quality of frontliners was assessed by taking into account “5-dimention approach”, which includes: reliability, responsiveness, assurance, empathy and tangibles. The assessment of customer satisfaction is done by using data validity and realibility approach, combined with Chi-Square Analysis. Based on the result of the research, the conclusion we have is that both regular and priority customers have the same level of satisfaction on the level of services provided by Jakarta Sudirman branch of Bank Mandiri.

Kata Kunci : reliability, responsiveness, assurance, empathy dan tangibles, importance-performance analysis, Chi-Square Analysis, Kualitas, Kepuasan, Customer satisfaction, Importance-Performance,