Power Dynamics and Stakeholder Management Perspective on Maintaining Customer Retention: Customer Protection Policy Analysis of Bank Mandiri Taspen in Central Jakarta

Dyandra Eunike Nauli Sinaga, Novi Paramita Dewi, S.I.P., M.D.P, Ph.D

2024 | Skripsi | ILMU ADMINISTRASI NEGARA (MANAJEMEN DAN KEBIJAKAN PUBLIK)

Penelitian ini mengkaji peran para pemangku kepentingan dan hubungan keterkaitan mereka terhadap kerangka regulasi perlindungan konsumen dan peningkatan retensi nasabah di Bank Mandiri Taspen. Data dikumpulkan melalui wawancara terstruktur dengan tujuh partisipan, analisis data sekunder terhadap dokumen kebijakan internal Bank Mandiri Taspen, serta berita daring dan laporan resmi pemerintah. Hasil penelitian menunjukkan adanya empat kategori pemangku kepentingan, yaitu aktor utama, pengatur konteks, subjek, dan massa. Otoritas Jasa Keuangan, Dewan Direksi, dan nasabah bank ditemukan sebagai aktor utama yang berperan dalam keberhasilan kebijakan. Dengan demikian, pengelolaan dinamika kekuasaan dan analisis pemangku kepentingan yang efektif secara signifikan mempertahankan retensi nasabah melalui implementasi kebijakan perlindungan konsumen yang baik. Penelitian ini juga mengidentifikasi beberapa keterbatasan, seperti periode observasi yang terbatas sehingga berpotensi mengabaikan tren jangka panjang, serta fokus yang sempit pada industri tertentu sehingga membatasi pemahaman atas praktik yang lebih luas di berbagai sektor. Penelitian ini berkontribusi pada pengembangan kerangka perlindungan konsumen yang kaya dan mengutamakan keadilan, transparansi, serta inklusivitas.

This research examines the role of stakeholders and their interconnected relationships based on power and interests, as well as the impact of regulatory framework on enhancing customer retention in Bank Mandiri Taspen. Data were collected from structured interviews with seven participants, secondary data analysis of internal policy documents of Bank Mandiri Taspen, as well as online news, and official government reports. The results showed the four categories of stakeholders, namely players, context setters, subjects, and crowd. Financial Services Authority, Board of Directors, and bank customers were found to be key players with a role in the success of the policy. As such, effective power dynamics management and stakeholder analysis significantly maintain customer retention through the implementation of good customer protection policies. The research identifies key gaps, including a limited observation period that may overlook long-term trends and a narrow focus on specific industries, which restricts the understanding of broader practices across sectors. This research contributes to the development of rich customer protection frameworks that prioritise fairness, transparency, and inclusivity.

Kata Kunci : Power Dynamics, Stakeholder Analysis, Customer Protection Policy, Customer Retention, Financial Sector