KHAIRANI, KHAIRANI (2010) ANALISIS KUALITAS LAYANAN CALL CENTER HALO BUKOPIN 14005 DAN PENGARUHNYA TERHADAP KEPUASAN DAN LOYALITAS NASABAH PT BANK BUKOPIN. S2 thesis, Universitas Mercu Buana - Menteng.
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Abstract
In the era of globalization and computerization, customer satisfaction is no longer the option for a business, but an absolute requirement which shall be owned by companies that want to excel in business competition. Company tried in every way so that customers become loyal buyers. Call Center is a telephone service that serves as a customer service where customers call to obtain the services of call center staff to meet requirements. The banking industry is a service industry whose success is largely determined the quality of services provided to its customers, either through a walk-in centers and call centers. For that, quantitative research is conducted to determine the level of customer satisfaction and the dimensions of call center in order to improve the quality of services. This study was descriptive and performed using a field study using samples from customers in the last three months which ever phone call center from Bank Bukopin. The number of samples was 100 people. From these results, it was found that the dimension of service that becomes the main priority is customer responsiveness, accessibility and reliability. Level of customer satisfaction towards the service call center has been good, but not excellent, so that should be improved especially in the dimension of convenience services to be contacted, product information and resolving complaints. In accordance with the level of satisfaction more and more loyal and satisfied customers as well as promotion of oral high preference is increasing. Di era globalisasi dan komputerisasi, kepuasan pelanggan tidak lagi menjadi opsi bagi suatu perusahaan, melainkan merupakan syarat mutlak yang harus dimiliki setiap perusahaan yang ingin unggul dalam persaingan usaha. Perusahaan berusaha dengan segala cara agar customer menjadi pembeli yang setia. Call Center adalah layanan melalui telepon yang berfungsi sebagai customer service dimana pelanggan menelepon untuk memperoleh layanan dari staf call center untuk memenuhi kebutuhannya. Industri perbankan merupakan industri jasa yang keberhasilannya sangat ditentukan mutu jasa yang diberikan kepada nasabahnya, baik melalui walk-in center maupun call center. Untuk itu, dilakukan penelitian kuantitatif untuk mengetahui tingkat kepuasan pelanggan dan dimensi- dimensi layanan call center dalam rangka peningkatan mutu layanannya. Penelitian bersifat deskriptif dan dilakukan dengan menggunakan metode studi lapangan dan mengambil sampel dari respon pelanggan pada tiga bulan terakhir yang pernah menelepon call center dari Bank Bukopin. Jumlah sampel yang diambil sebanyak 100 orang. Dari hasil penelitian ini, didapatkan bahwa dimensi layanan yang menjadi prioritas utama pelanggan adalah ketanggapan, akses dan kehandalan. Tingkat kepuasan pelanggan terhadap layanan call center cukup baik tetapi belum maksimal, sehingga perlu diperbaiki terutama pada dimensi layanan kemudahan dihubungi, informasi produk dan penyelesaian keluhan. Sesuai dengan tingkat kepuasannya, semakin puas nasabah semakin loyal dan tinggi preferensinya serta promosi lisan semakin meningkat.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-10-250 |
| NIM/NIDN Creators: | 55107120060 |
| Uncontrolled Keywords: | MPS, MANAJEMEN PEMASARAN |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | RIA SYAFITRI |
| Date Deposited: | 28 Oct 2022 02:39 |
| Last Modified: | 13 Feb 2023 03:58 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/71054 |
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