Strategi Peningkatan Kualitas Layanan Aplikasi Digital Banking XYZ Dengan Penerapan Integrasi E-Servqual, Metode Kano Dan Quality Function Deployment (QFD)

Prakoso, Bagas Mardiasyah (2021) Strategi Peningkatan Kualitas Layanan Aplikasi Digital Banking XYZ Dengan Penerapan Integrasi E-Servqual, Metode Kano Dan Quality Function Deployment (QFD). Masters thesis, Institut Teknologi Sepuluh Nopember Surabaya.

Text 6032201111-Master_Thesis.pdf - Accepted Version Restricted to Repository staff only until 1 September 2024. Download (4MB)

Abstract

Disrupsi digital telah mendorong bank-bank Indonesia untuk mempertimbangkan platform digital sebagai bagian dari strategi. Dalam konteks kompetitif ini, kualitas layanan Mobile Banking menjadi tolok ukur sangat penting untuk memastikan keberhasilan bank dalam persaingan secara digital. Untuk itu, penelitian berfokus pada analisis Quality Function Deployment (QFD) sebagai alternatif untuk membangun strategi pengembangan lebih lanjut pada layanan aplikasi Mobile Banking XYZ, melalui integrasi instrumen penelitian yang didasarkan pada konsep E-ServQual sebagai needs yang terdiri atas 8 Dimensi dan pengembangan model Kano (Model Kano Tipe IV) untuk mengklasifikasikan needs tersebut berdasarkan pengaruhnya terhadap tingkat kepuasan nasabah. Klasifikasi needs dipadukan dengan analisis Quality Function Deployment (QFD) untuk menentukan technical response yang dibutuhkan sebagai strategi yang diperlukan untuk meningkatkan kualitas layanan aplikasi Mobile Banking XYZ. Hasil uji validitas dan reabilitas pada 100 sample responden menghasilkan nilai yang valid pada seluruh 21 item needs (CICT > 0,1966) dan hasil reliabel pada 20 item needs dengan menganulir item ke-17 (Cronbach Alpha = 0,6418). Analisis metode E-ServQual menunjukan nilai Gap Score negatif terbesar pada atribut “fitur obrolan chat”, “Pilihan layanan dapat di-costumize” dan “Sistem tidak akan mengalami error/hang”. Klasifikasi needs melalui pengembangan metode Kano menunjukan seluruh needs masuk dalam katagori one-dimensional menandakan tingkat kepuasan nasabah bersifat linear. Selanjutnya, integrasi metode yang dilakukan menghasilkan 8 technical response yang terdiri dari “Stabilisasi Sistem”, “Review dan Peningkatan UI (User Interface)”, “Review dan Peningkatan UX (User Experience)”, “Review dan Enhancement Prosedur”, “Review dan Peningkatan Security System”, “Dilakukan Testing Aplikasi secara Komprehensif”, ”Peningkatan dari sisi Edukasi”, dan “Meningkatkan SLA (Service Level Agreement) Complaint Handling”
=====================================================================================================================================
Mobile Banking is a platform which allows customers to interact with banks through Mobile devices and enjoy various Banking services. Mobile Banking allows customers to use various Banking services such as opening accounts, transfers, payments, top up, and making reports through Mobile devices (smartphones). However, due to the increasing adoption of the Mobile Banking system, banks face intense competition in engaging and retaining customers on their Mobile Banking platforms. In this competitive context, the quality of Mobile Banking services is very important to ensure the success of banks in digital competition. For this reason, the research focuses on the analysis of Quality Function Deployment (QFD) as an effort to develop strategies for improvement in the Mobile Banking XYZ service, through the integration of research instruments based on the SERVQUAL concept as needs and development of the Kano model (Kano Model Type IV) to classify those needs based on their influence on the level of customer satisfaction. Integration is carried out through the adaptation of international source research instruments that have been translated using the back- translation method in the needs section. Needs are integrated with the development of the Kano model to determine the weight of needs based on their level of influence on customer satisfaction. Then, the needs are combined with Quality Function Deployment (QFD) analysis to determine the technical response needed as a strategy needed to improve the quality of Mobile Banking XYZ application services Validity test produces valid values on all 21 item needs (CICT> 0.1966). The reliability test yields reliable results on 20 item needs by removing the 17th item (Cronbach Alpha = 0.6418). Integration of the methods carried out resulted in 8 technical responses consisting of "System Stabilization", "Review and Enhancement of the UI (User Interface)", "Review and Enhancement of UX (User Experience)", "Review and Enhancement Procedure", "Review and Enhance Security System "," Performing Comprehensive Application Testing "," Improvement in terms of Education ", and" Improving SLA (Service Level Agreement) of Complaint Handling

Item Type:	Thesis (Masters)
Additional Information:	RTMT 658.562 Pra s-1
Uncontrolled Keywords:	E-SERVQUAL, Mobile Banking, Model Kano, Model Kano Type IV, Quality Function Deployment (QFD)
Subjects:	T Technology > TK Electrical engineering. Electronics Nuclear engineering > TK5105.5956 Quality of service. Reliability Including network performance
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	EKO BUDI RAHARJO
Date Deposited:	06 Jan 2023 08:34
Last Modified:	06 Jan 2023 08:34
URI:	http://repository.its.ac.id/id/eprint/95334

Actions (login required)

View Item