IMPLEMENTASI CUSTOMER RELATIONS MELALUI MESIN E-SERVICE BCA DALAM MEMBANGUN CUSTOMER EXPERIENCE

RAHMADINI, ADELLA (2023) IMPLEMENTASI CUSTOMER RELATIONS MELALUI MESIN E-SERVICE BCA DALAM MEMBANGUN CUSTOMER EXPERIENCE. S1 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Pola transaksi perbankan di Indonesia meliputi kebutuhan dan kebiasaan nasabah telah bertransformasi dari era perbankan konvensional menjadi era perbankan digital. Permasalahan yang sedang dihadapi pada perbankan konvensional yaitu antrian panjang dan proses penyelesaian transaksi yang memakan waktu, oleh karena itu beragam industri perbankan bersaing untuk memberikan inovasi-inovasi perbankan baru demi menjaga hubungan baik dengan nasabah (customer relations). Penelitian ini bertujuan untuk mengetahui implementasi customer relations melalui mesin e-Service BCA dalam membangun customer experience dan untuk mengetahui hambatan dalam membangun customer relations melalui mesin e-Service BCA. Objek pada penelitian ini adalah BCA, salah satu perbankan yang memperhatikan hubungan baik dengan nasabah serta tanggap terhadap perkembangan teknologi. Paradigma penelitian ini menggunakan paradigma post-positivisme dengan metode penelitian kualitatif pendekatan studi kasus. Narasumber pada penelitian ini adalah 3 orang karyawan BCA dan 3 orang nasabah BCA yang menggunakan layanan mesin e-Service BCA. Pengumpulan data menggunakan data primer dan data sekunder. Data primer berupa wawancara yang mendalam dan observasi, sementara data sekunder berupa dokumentasi buku-buku, artikel-artikel, karya tulis, situs-situs, dan data-data terkait topik penelitian. Metode analisis data yang digunakan yaitu reduksi data, penyajian data, penarikan kesimpulan dan verifikasi. Metode pemeriksaan keabsahan data yang digunakan yaitu triangulasi sumber. Hasil penelitian ini menunjukan bahwa customer relations yang terjalin melalui mesin e-Service BCA meninggalkan customer experience baru yang menarik bagi nasabah. Hal tersebut terbukti dengan penggunaan mesin e-Service BCA yang berkelanjutan ketika nasabah datang ke cabang untuk melakukan transaksi, terdapat beberapa hambatan yang dijadikan pembelajaran bagi BCA untuk terus melakukan evaluasi demi menjaga hubungan yang baik dengan nasabah. Kata Kunci: Customer Relations, Mesin e-Service BCA, Customer Experience The pattern of banking transactions in Indonesia covering the needs and habits of customers has been transformed from the conventional banking era to the digital banking era. The problems that are being faced by conventional banking are long queues and time-consuming transaction settlement processes, therefore various banking industries compete to provide new banking innovations in order to maintain good relations with customers (customer relations). This study aims to determine the implementation of customer relations through the BCA e-Service machine in building customer experience and to find out the obstacles in building customer relations through the BCA e-Service machine. The object of this study is BCA, one of the banks that pays attention to good relations with customers and is responsive to technological developments. This research paradigm uses a post-positivism paradigm with a qualitative research method using a case study approach. The informants in this study were 3 BCA employees and 3 BCA customers who used the BCA e-Service machine. Data collection uses primary data and secondary data. Primary data is in the form of in-depth interviews and observations, while secondary data is in the form of documentation of books, articles, papers, websites, and other data related to the research topic. Data analysis methods used are data reduction, data presentation, conclusion and verification. The method of checking the validity of the data used is source triangulation. The results of this study indicate that customer relations that are established through the BCA e-Service machine leave a new and attractive customer experience for customers. This is proven by the continuous use of the BCA e-Service machine when customers come to the branch to make transactions, there are several obstacles that are used as learning for BCA to continue to evaluate in order to maintain good relationships with customers. Keywords: Customer Relations, Mesin e-Service BCA, Customer Experience

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