ANDINI, KHALILA SALMA (2026) AKTIVITAS LAYANAN NETWORK SERVICE EXCELLENCE DALAM MENINGKATKAN LOYALITAS NASABAH BANK NEGARA INDONESIA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Increasingly fierce competition in the banking industry in the digital era requires companies to focus not only on product and technology development, but also on strengthening long-term relationships with customers. Bank Negara Indonesia (BNI), as a state-owned bank, continues to transform its services in an integrated manner with organizational communication and the role of Public Relations. One of the efforts made is through Network Service Excellence activities that focus on improving service quality, satisfaction, and customer loyalty. Customer loyalty is a strategic factor for the sustainability of the banking business because it reflects customer trust and commitment to the services provided. This study aims to determine and analyze Network Service Excellence activities in increasing customer loyalty at Bank Negara Indonesia. This study uses a post-positivistic paradigm with a qualitative approach and descriptive case study method. Data collection techniques in this study were conducted through in-depth interviews with three informants who are employees of Bank Negara Indonesia who work in the Network Service Excellence Department. The data obtained were analyzed using qualitative data analysis techniques. The results of the study show that Network Service Excellence activities play an important role in increasing customer loyalty through several key activities, namely researching customer satisfaction and loyalty through Voice of Customer, improving service officer capabilities, managing service quality measurements, and strengthening service culture and customer engagement. Overall, the implementation of Network Service Excellence activities can improve the quality of the relationship between banks and customers, build satisfaction, and encourage sustainable customer loyalty. Keywords: Customer Relationship Management, Network Service Excellence, Customer Loyalty, Public Relations, Bank Negara Indonesia. Persaingan industri perbankan yang semakin ketat di era digital menuntut perusahaan untuk tidak hanya berfokus pada pengembangan produk dan teknologi, tetapi juga pada penguatan hubungan jangka panjang dengan nasabah. Bank Negara Indonesia (BNI) sebagai salah satu bank milik negara terus melakukan transformasi layanan yang terintegrasi dengan komunikasi organisasi dan peran Public Relations. Salah satu upaya yang dilakukan adalah melalui aktivitas layanan Network Service Excellence yang berfokus pada peningkatan kualitas pelayanan, kepuasan, serta loyalitas nasabah. Loyalitas nasabah menjadi faktor strategis bagi keberlanjutan bisnis perbankan karena mencerminkan kepercayaan dan komitmen nasabah terhadap layanan yang diberikan. Penelitian ini bertujuan untuk mengetahui dan menganalisis aktivitas layanan Network Service Excellence dalam meningkatkan loyalitas nasabah di Bank Negara Indonesia. Penelitian ini menggunakan paradigma post-positivistik dengan pendekatan kualitatif dan metode deskriptif. Teknik pengumpulan data pada penelitian ini dilakukan melalui wawancara mendalam terhadap tiga informan yang merupakan pegawai Bank Negara Indonesia yang merupakan pegawai Departmen Network Service Excellence. Data yang diperoleh dianalisis menggunakan teknik analisis data kualitatif. Hasil penelitian menunjukkan bahwa aktivitas layanan Network Service Excellence berperan penting dalam meningkatkan loyalitas nasabah melalui beberapa aktivitas utama, yaitu riset kepuasan dan loyalitas nasabah melalui Voice of Customer, peningkatan kapabilitas petugas layanan, pengelolaan pengukuran kualitas layanan, serta penguatan budaya layanan (service culture) dan engagement nasabah. Secara keseluruhan, implementasi aktivitas layanan Network Service Excellence dapat meningkatkan kualitas hubungan antara bank dan nasabah, membangun kepuasan, serta mendorong loyalitas nasabah secara berkelanjutan. Kata kunci : Customer Relationship Management, Network Service Excellence, Loyalitas Nasabah, Public Relations, Bank Negara Indonesia.
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