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| Analysis of PT. Bank Syariah Indonesia Surabaya on Customer Service and Mobile Banking Applications Using the Customer Satisfaction Index, Importance Performance Analysis, and User Experience Questionnaire
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Syahda Anindya Aurellia Renata, Toha Saifudin, Ardi Kurniawan, Sediono, Elly Ana
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Abstract:
The development of the banking world in Indonesia is very rapid, dynamic, and modern, both in terms of the variety of banking products as well as the quality of services and technology owned. This is also done by PT Bank Syariah Indonesia to be able to maintain customer satisfaction because customer satisfaction is an important aspect to maintain the company's image. This study aims to determine the level of customer satisfaction with PT Bank Syariah Indonesia and the user experience of the BSI-Mobile application. The method used in this study to determine the level and dimensions of satisfaction are the Customer Satisfaction Index (CSI) and Importance Performance Analysis (IPA), while to determine the user experience of the BSI-Mobile application is the User Experience Questionnaire (UEQ). The result of the satisfaction level based on the CSI method is 88.205%, which means that the customers of Bank Syariah Indonesia Dharmawangsa Surabaya City Office are very satisfied. Furthermore, the IPA analysis was carried out on the dimensions of reliability, responsiveness, assurance, empathy, and direct evidence which contained 25 variables in 123 respondents. The results of the IPA analysis show that in Quadrants I, II, III, and IV there are 11, 7, 4, and 3 variables, respectively. The variables that are of particular concern to improve the quality of services are in Quadrant II, namely reliable employees, services by those promoted by the bank, customer call center services that can help customers' banking problems quickly, providing easy-to-understand information, availability of adequate parking areas, Availability of ATMs that are complete, modern, and always operating 24 hours, The number of counter tellers is balanced with the number of customers. While the UEQ analysis concluded that the BSI-Mobile application of 6 rating scales consisting of attractiveness, clarity, efficiency, accuracy, and stimulation, BSI-Mobile has a rating above 0.8 which means it has a positive application rating for users
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