PENGARUH PENILAIAN MARKETING RESEARCH INDONESIA (MRI) TERHADAP KEPUASAN NASABAH PADA LAYANAN CUSTOMER SERVICE PERBANKAN (Studi Pada PT. Bank Rakyat Indonesia Tbk., Yogyakarta)

Riana Anasthasia Dagi, Prof. Dr. Nopirin, M.A.,

2012 | Tesis | S2 Magister Ek.Pembangunan

Masyarakat mendambakan perbankan yang tidak saja sehat dan kuat, tapi juga berperan secara efektif dan efisien dalam pembiayaan perekonomian. Industri perbankan perlu terus berbenah untuk meningkatkan daya saing terutama dalam menghadapi tantangan yang sudah sangat nyata di depan, yaitu perwujudan Masyarakat Ekonomi ASEAN 2015. Guna meningkatkan kepuasan nasabah terhadap pelayanan yang diberikan, customer service Bank BRI perlu untuk meningkatkan kualitas pelayanan. Kualitas pelayanan tersebut mengacu pada dimensi kualitas pelayanan yang digunakan oleh Marketing Research Indonesia (MRI) dalam menilai performa pelayanan perbankan di Indonesia, yaitu menggunakan dimensi reliability, assurance, tangible, empathy dan responsiveness. Penelitian ini bertujuan menguji pengaruh dimensi kualitas layanan yang digunakan oleh MRI terhadap kepuasan nasabah pada layanan customer service Bank BRI Yogyakarta. Berdasarkan pengolahan data penelitian diperoleh hasil sebagai berikut. 1. Reliability berpengaruh signifikan terhadap kepuasan nasabah. 2. Assurance berpengaruh signifikan terhadap kepuasan nasabah. 3. Empathy berpengaruh signifikan terhadap kepuasan nasabah. 4. Tangible tidak berpengaruh signifikan terhadap kepuasan nasabah. 5. Responsiveness tidak berpengaruh signifikan terhadap kepuasan. 6. Dimensi Reliability, Assurance, Tangible, Empathy dan Responsiveness saling mempengaruhi guna tercapainya kepuasan nasabah. 7. Dimensi Reliability, Assurance, Tangible, Empathy dan Responsiveness memberikan kontribusi terhadap kepuasan nasabah pada layanan customer service Bank BRI Yogyakarta sebesar 53,9 persen, sedangkan 46,1 persen yang lainnya dipengaruhi oleh variabel lain yang tidak termasuk dalam penelitian ini. 8. Berdasarkan nilai Beta yang lebih tinggi dari dimensi kualitas layanan lainnya, dapat diketahui bahwa dimensi empathy merupakan dimensi kualitas pelayanan yang paling dominan mempengaruhi kepuasan nasabah.

The society craved banking that not only healthy and strong, but also play a role in financing economy effectively and efficiently . The banking industry need to keep first settled to improve competitiveness especially to face very real challenges ahead, that is the embodiment of the ASEAN Economic Community 2015. In order to increase customer satisfaction for services provided, customer service of BRI Bank need to improve the quality of the service. The quality of the service refers to the dimension of the quality of service that is used by Marketing Research Indonesia (MRI) in assessing the performance of banking services in Indonesia using the dimensions of the reliability, assurance, tangible, empathy and responsiveness. This research goals is to examine the influence of the quality of service that is used by MRI in assessing the performance of banking services in Indonesia using the dimensions of the reliability, assurance, tangible, empathy and responsiveness to customers satisfaction in service that given by Customer Service BRI Bank Yogyakarta. Based on research data processing obtained the following results. 1. Reliability has significantly affect to customer satisfaction. 2. Assurance has significantly affect to customer satisfaction. 3. Empathy has significantly affect to customer satisfaction. 4. Tangible has not significantly influence to customer satisfaction on the services given by Customer Service BRI Bank Yogyakarta. 5. Responsiveness has no significantly effect on customer satisfaction on the services given by Customer Service BRI Bank Yogyakarta. 6. Quality of service measured by using dimension reliability, assurance, tangible, empathize and responsiveness simultaneously impact on the achievement of customer satisfaction on service customer service in BRI bank Yogyakarta. 7. Reliability, assurance, tangible, empathy and responsiveness contributed to customer satisfaction on service of customer service BRI bank Yogyakarta of 53,9 percent while 46,1 percent others influenced by other variables which not included in this research. 8. Empathy is the the most dominant dimension that influence satisfaction of customers.

Kata Kunci : Kualitas Layanan, Kepuasan Nasabah, Reliability, Assurance, Tangible, Empathy, Responsiveness.