Simbolon, Tigor Rizkiadi (2025) Perancangan Strategi Peningkatan Kualitas Layanan Keagenan Perbankan Menggunakan Metode Servqual Dan Quality Function Deployment Di Wilayah Jabodetabek. Masters thesis, Institut Teknologi Sepuluh November.
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Abstract
Layanan keagenan perbankan merupakan layanan yang bertujuan untuk memperluas akses layanan keuangan bagi masyarakat. Dalam mendukung hal tersebut, PT ABC sebagai salah satu bank di Indonesia telah menghadirkan layanan keagenan dengan nama Agen X seperti transaksi setor uang, tarik tunai, transfer, pembelian, pembayaran tagihan dan jasa bank lainnya. Meskipun jumlah Agen X terus meningkat dan mencapai 747.818 agen pada tahun 2023, namun pertumbuhan jumlah transaksi, sales volume dan pendapatan jasa justru mengalami penurunan. Pada kenyataannya, masih terdapat temuan di lapangan menunjukkan adanya keluhan pelanggan terhadap kualitas layanan yang diberikan oleh Agen X seperti layanan yang tidak seragam, lama dan tidak sesuai harapan. Penelitian ini bertujuan untuk merancang strategi peningkatan kualitas layanan Agen X di wilayah Jabodetabek menggunakan metode ServQual dan Quality Function Deployment (QFD). Metode ServQual digunakan untuk mengukur tingkat kesenjangan antara persepsi dan harapan serta tingkat kepentingan pelanggan yang didapatkan melalui pengisian kuesioner oleh pelanggan Agen X dengan jumlah 400 responden. Importance-performance Analysis (IPA) digunakan untuk memetakan kinerja dan kepentingan setiap atribut layanan ke dalam empat kuadran. Atribut yang memiliki gap besar dari analisis ServQual dan berada pada Kuadran I dari analisis IPA merupakan atribut yang memerlukan perbaikan segera dan ditetapkan sebagai customer needs untuk dianalisis menggunakan metode QFD. Integrasi kedua metode ini digunakan sebagai metode perancangan strategi perusahaan dalam menterjemahkan kebutuhan pelanggan menjadi prioritas respon teknis. Berdasarkan hasil analisis ServQual ditemukan gap tertinggi antara persepsi dan harapan pelanggan pada dimensi daya tanggap, jaminan dan keandalan. Selanjutnya, melalui pendekatan QFD, lima prioritas tertinggi respon teknis yang diusulkan untuk meningkatkan kualitas layanan Agen X milik PT ABC adalah pemeliharaan perangkat EDC oleh unit kerja supervisi agen secara berkala, program insentif untuk agen yang memiliki kinerja tinggi, konversi EDC konvensional ke EDC android, pengiriman struk digital melalui SMS/WA/e-mail, dan penggunaan GIS (Geographic Information System) untuk penetapan lokasi agen.
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Banking agency services are designed to expand financial service access to the wider community. To support this objective, PT ABC as one of the banks in Indonesia, has introduced an agency service called Agent X, offering services such as cash deposits, withdrawals, transfers, purchases, bill payments, and other banking services. Although the number of Agent X outlets has continued to grow, reaching 747,818 agents in 2023, the growth in transaction volume, sales volume, and fee-based income has shown a decline. In reality, fact findings reveal customer complaints regarding the quality of services provided by Agent X, such as inconsistency, long processing times, and services that fall short of expectations. This study aims to design a service quality improvement strategy for Agent X in the Jabodetabek region using the ServQual and Quality Function Deployment (QFD) methods. The ServQual method is employed to measure the gap between customer perceptions and expectations as well as the level of importance, based on questionnaire responses from 400 Agent X customers. Importance-Performance Analysis (IPA) is used to map the performance and importance of each service attribute into four quadrants. Attributes with large gaps from the ServQual analysis and located in Quadrant I of the IPA are considered in urgent need of improvement and are identified as customer needs for further analysis using the QFD method. The integration of these two methods serves as a strategic design tool to translate customer needs into prioritized technical responses. Based on the ServQual analysis, significant gaps were found in the dimensions of responsiveness, assurance, and reliability. Through the QFD approach, the top five technical response priorities proposed to improve the service quality of Agent X owned by PT ABC are periodic maintenance of EDC devices by the agent supervision unit, incentive programs for high-performing agents, conversion of conventional EDCs to Android-based EDCs, digital receipt delivery through SMS/WhatsApp/email, and the use of Geographic Information System (GIS) for determining agent locations.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Kualitas Layanan, Keagenan, ServQual, Quality Function Deployment |
| Subjects: | T Technology > T Technology (General) > T58.8 Productivity. Efficiency |
| Divisions: | Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT) |
| Depositing User: | Tigor Rizkiadi Simbolon |
| Date Deposited: | 17 Jul 2025 07:59 |
| Last Modified: | 17 Jul 2025 07:59 |
| URI: | http://repository.its.ac.id/id/eprint/119924 |
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