PENERAPAN METODE SERVICE QUALITY (SERQUAL) UNTUK MENINGKATKAN KUALITAS PELAYANAN NASABAH BANK KERINCI

Mala Sepriyanti S.A.P

Abstract

Abstract

The purpose of this study was to determine the application of the Service Quality (SERQUAL) method to improve the quality of customer service at Kerinci Bank. The research method uses a descriptive type with a qualitative approach, namely the problem-solving method investigated by describing the state of the institution that runs the system at the present time based on the facts that appear or as it is with interview techniques and document studies. The results of this study are the application of the service quality (Serqual) method to improve the quality of Kerinci bank customer service in tangible dimensions including the following: the physical appearance of the apparatus, facilities, equipment and facilities at the Kerinci Bank that is utilized in the implementation of public services to all customers Kerinci Bank. Many factors can cause a tangible dimension to services at Kerinci Bank is good. The reliability dimension shows good results too. In this dimension has 2 important things, first, the ability of producers to provide services as promised and the ability of producers to provide services accurately or without error. It will be useless without the support of adequate facilities and infrastructure as well as competent human resources. The dimension of responsiveness in this study is determined by indicators that respond to every customer of Kerinci Bank quickly, precisely, accurately, on time and responds to the complaints of Bank Kerinci customers. Bank Kerinci employees who give greetings to each customer are a good thing in the public service system. Assurance in the public service system at the Kerinci Bank can be seen from the opening hours of services displayed at the Kerinci Bank. This service hour shows how certainty is given to Kerinci Bank customers to request service. The empathy dimension is determined by indicators: prioritizing customer interests, service attitude that is friendly, polite, polite and non-discriminatory (discriminating). In the customer's view, the attitudes of bank employees who pay attention by establishing interactive relationships (continuously) to customers make customers feel more valued and feel the closeness between customers and bank employees.

Keywords: Service Quality Method, Service Quality and Customer