Analisis kepuasan nasabah melalui metode Importance and Performance Analysis (IPA) dan Customer Satisfaction Index (CSI)

Hermawan, Dedi Joko (2014) Analisis kepuasan nasabah melalui metode Importance and Performance Analysis (IPA) dan Customer Satisfaction Index (CSI). Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim.

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Abstract

INDONESIA:

Pelanggan Perusahaan yang berkinerja baik akan selalu memperhatikan keberlangsungan usahanya. Salah satunya dengan cara mengadakan perbaikan terus menerus (continuous improvement) dengan tujuan memuaskan konsumen ataupun pelanggannya. Banyaknya perusahaan perbankan di Indonesia mengakibatkan persaingan yang semakin tinggi, namun hanya bank yang berkualitas saja yang tetap bertahan untuk beroperasi. Bank Rakyat Indonesia dalam kegiatan usahanya menetapkan visi yaitu menjadi Bank komersial terkemuka yang selalu mengutamakan kepuasan nasabah. Hal tersebut dapat tercapai dengan adanya pelayanan yang baik agar tercipta kepuasan pada nasabah. Untuk mengetahui kepuasan nasabah perlu diadakan suatu penelitian mengenai analisis kepuasan nasabah melalui metode Importance and Performance Analysis (IPA) dan Customer Satisfaction Index (CSI).

Tujuan dari penelitian ini adalah sebagai berikut: (1). Mendeskripsikan tingkat kepentingan pada atribut pelayanan Bank Rakyat Indonesia Cabang Martadinata Malang.(2). Menganalisis kualitas pelayanan pada Bank Rakyat Indonesia Cabang Malang.dan (3). Menganalisis tingkat kepuasan nasabah pada Bank Rakyat Indonesia Cabang Martadinata Malang. Sample dipilih 150 orang dengan teknik convenience sampling. Data dianalisis dengan menggunakan metodeImportance Performance Analysis (IPA) dan Costumer Satisfaction Index (CSI).

Atribut kualitas pelayanan yang dianggap penting dalam menentukan kepusan nasabah Bank Rakyat Indonesia Cabang Martadinata Malang adalah sebanyak 10 atribut. Atribut kualitas pelayanan tersebut berada diatas total rataan tingkat kepentingan nasabah 4,38. Atribut kualitas pelayanan yang memiliki tingkat kepentingan tertinggi adalah Keramahan dan kesopanan karyawan dalam melayani nasabah(4,61). Sedangkan atribut kualitas pelayanan yang memiliki tingkat kepentingan terendah adalah Keberadaan kotak saran (4,03). Berdasarkan hasilImportance Performance Analysis (IPA), pelayanan yang dilakukan Bank Rakyat Indonesia Cabang Martadinata Malang sudah baik. Sejalan dengan hal tersebut nasabah juga telah merasa puas dengan dengan pelayanan yang ada pada Bank Rakyat Indonesia Cabang Martadinata Malang. Berdasarkan nilai Costumer Satisfaction Index (CSI) sebesar 82,08%. Nilai tersebut berarti bahwa nasabah tersebut merasa sangat puas dengan pelayanan yang ada di Bank Rakyat Indonesia Cabang Martadinata Malang.

ENGLISH:

Corporate customers that are performing well will always pay attention to the sustainability of its business. One of them by holding continuous improvement (continuous improvement) with the goal of satisfying consumers or customers. The number of banks in Indonesia resulted in higher competition, but only banks are qualified to remain in operation. Bank Rakyat Indonesia in its operations that set the vision become a leading commercial bank that always prioritizes customer satisfaction. This can be achieved with good service in order to create customer satisfaction. To determine the need to hold a customer satisfaction research on the analysis of customer satisfaction through the method of Importance and Performance Analysis (IPA) and the Customer Satisfaction Index (CSI).

The purpose of this study is as follows: (1) Describe the level of importance on service attributes Martadinata Branch Bank Rakyat Indonesia Malang. (2) Analyzing service quality in the Bank Rakyat Indonesia Malang Branch. (3) Analyzing the level of customer satisfaction with Bank Rakyat Indonesia Martadinata Branch Malang. Selected sample of 150 people with convenience sampling technique. Data were analyzed using the method of Importance Performance Analysis (IPA) and the Customer Satisfaction Index (CSI).

Service quality attributes that are considered important in determining customer satisfaction Bank Rakyat Indonesia Malang Branch Martadinata is as much as 10 attributes. Attributes of the service quality is above the average total interest rate of 4.38 customers. Service quality attributes that have the highest interest rate is the friendliness and courtesy of employees in serving customers (4.61). While the service quality attributes that have the lowest interest rate is the existence of a suggestion box (4.03). Based on the results of Importance Performance Analysis (IPA) , the service that the Bank Rakyat Indonesia Malang Branch Martadinata well . In line with this the customer also has to feel satisfied with the services that the Bank Rakyat Indonesia Martadinata Branch Malang. Based on the Customer Satisfaction Index (CSI) of 82.08 %. This value means that these customers are very satisfied with the service at the Bank Rakyat Indonesia Martadinata Branch Malang.

Item Type: Thesis (Undergraduate)
Supervisor: Masyhuri, Masyhuri
Keywords: Kualitas Jasa; Kepuasan; Service Quality; Satisfaction
Subjects: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Departement: Fakultas Ekonomi > Jurusan Manajemen
Depositing User: Zulaikha Zulaikha
Date Deposited: 29 Jul 2015 10:40
Last Modified: 29 Jul 2015 10:40
URI: http://etheses.uin-malang.ac.id/id/eprint/704

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