KEPUASAN NASABAH DALAM TRANSFORMASI LAYANAN PERBANKAN DIGITAL PT BANK CENTRAL ASIA, TBK (Studi Pada PT Bank Central Asia, TBK Kantor Cabang Pembantu Hasanudin)

NOVERINA, VANYA (2023) KEPUASAN NASABAH DALAM TRANSFORMASI LAYANAN PERBANKAN DIGITAL PT BANK CENTRAL ASIA, TBK (Studi Pada PT Bank Central Asia, TBK Kantor Cabang Pembantu Hasanudin). S1 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Kualitas pelayanan yang diberikan pada suatu industri, terutama pada bagian perbankan dapat mempengaruhi keberhasilan perusahaan dalam memberikan kepuasan nasabah. Pada saat ini, telah terjadi transformasi layanan digital yang memberikan perubahan layanan pada setiap perusahaan dan salah satunya adalah PT. Bank Central Asia, Tbk. Penelitian ini memiliki tujuan untuk mengetahui keberhasilan PT. Bank Central Asia, Tbk pada kantor cabang pembantu Hasanudin dalam memberikan Kepuasan Nasabah Dalam Transformasi Layanan Perbankan Digital. Penelitian ini menggunakan metode kualitatif dengan melakukan wawancara (in depth interview) dengan nasabah BCA KCP Hasanudin serta meminta setiap informan untuk menjelaskan pendapat mereka terhadap layanan digital yang mereka rasakan. Berdasarkan kesenjangan Gap, Baby Boomers dapat menerima perubahan namun terkendala saat penggunaannya, Generasi X dapat beradaptasi namun lebih memilih untuk langsung bertransaksi di cabang, dan Generasi Millenials dapat menikmati perubahan digital dan memudahkan dalam kehidupan sehari – hari. Dan Generasi Z dapat beradaptasi dengan cepat terhadap transformasi layanan digital tersebut. Kata Kunci : Public Relations, Transformasi Layanan Digital, Layanan, Kepuasan Nasabah, Stakeholder Relations. The quality of service provided to an industry, especially in the banking sector, can affect the company's success in providing customer satisfaction. At this time, there has been a digital service transformation that provides service changes to every company and one of them is PT. Bank Central Asia, Tbk. This study aims to determine the success of PT. Bank Central Asia, Tbk at the Hasanudin subbranch office in providing Customer Satisfaction in the Transformation of Digital Banking Services. This study uses a qualitative method by conducting in-depth interviews with BCA KCP Hasanudin customers and asking each informant to explain their opinion on the digital services they experience. Based on the Gap gap, Baby Boomers can accept change but are constrained when using it, Generation X can adapt but prefer to transact directly at branches, and Millennials can enjoy digital change and make it easier in everyday life. And Generation Z can adapt quickly to this digital service transformation. Keywords: Public Relations, Digital Service Transformation, Service, Customer Satisfaction, Stakeholder Relations.

Item Type: Thesis (S1)
NIM/NIDN Creators: 44219110149
Uncontrolled Keywords: Kata Kunci : Public Relations, Transformasi Layanan Digital, Layanan, Kepuasan Nasabah, Stakeholder Relations. Keywords: Public Relations, Digital Service Transformation, Service, Customer Satisfaction, Stakeholder Relations.
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: SITI NOVI NUR CAHYANI
Date Deposited: 11 Jul 2023 07:15
Last Modified: 11 Jul 2023 07:15
URI: http://repository.mercubuana.ac.id/id/eprint/78982

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