Analisis Kualitas Layanan Aplikasi Online Kartu Kredit BRI Menggunakan Metode Servqual

Putra, Insan (2020) Analisis Kualitas Layanan Aplikasi Online Kartu Kredit BRI Menggunakan Metode Servqual. Masters thesis, IPB University.

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During the Covid-19 Pandemic, Indonesia Central Bank ordered credit card issuer to establish and implement policies aimed at providing convenience in carrying out the credit card marketing process. Therefore, Bank BRI has implemented the use of online applications as one of the credit card marketing channels to make it easier for customers to apply for credit card. One way to improve the quality of company services is to measure and analyze the factors that affect the quality of service itself for customer satisfaction. This measurement of customer perceptions is very important in order to determine the criteria and factors that need to be improved for the benefit of innovation, improvement of company services, and increasing company profitability in the future. There are several measurement frameworks that can be used to measure the level of quality of a service. The five dimensions of measurement in Servqual include Tangibles, Reliability, Responsiveness, Assurance and empathy. The key problem in this research is related to the quality of service provided whether it has provided sufficient understanding of prospective customers so that there has been an increase in the number of credit cards at BRI Bank and what kind of services customers expect on the BRI credit card online application. The research method used is the descriptive analysis method with data collection carried out by distributing questionnaires to 100 respondents, the sampling method using the servqual method, Likert scale, SEM amos 18. Based on the analysis of service quality in the aspect of Assurance or Assurance greatly affects customer satisfaction in using application services online BRI credit cards, while the quality of other services such as Tangibles, Reliability, Responsiveness and empathy do not have a positive effect in increasing customer satisfaction. From the analysis, it is known that there are still many service dimensions as reflected in service indicators that need to be improved by the management of BRI Bank in order to increase customer satisfaction.

Item Type: Thesis (Masters)
Uncontrolled Keywords: aplikasi online, kepuasan nasabah, kualitas layanan, layanan, servqual, SEM amos online application, quality of service, services, servqual, user satisfaction.
Subjects: Manajemen Pemasaran
Depositing User: SB-IPB Library
Date Deposited: 01 Aug 2022 04:31
Last Modified: 01 Aug 2022 04:31

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