KEBIJAKAN PEMANFAATAN APLIKASI BRIMO UNTUK MENINGKATKAN KUALITAS PELAYANAN (Studi Kasus BRI Unit Sungai Lulut)

Siska Emillia(1*), M. Zainul(2), Prihatini Ade Mayvita(3)

(1) Fakultas Ekonomi Universitas Islam Kalimantan MAB Banjarmasin
(2) Fakultas Ekonomi Universitas Islam Kalimantan MAB Banjarmasin
(3) Fakultas Ekonomi Universitas Islam Kalimantan MAB Banjarmasin
(*) Corresponding Author

Sari


This study aims to find out: (1) How is the policy of using the BRIMO
application in improving service quality, (2) What are the obstacles or challenges
faced by Bank BRI Sungai Lulut Unit in realizing the policy of using the BRIMO
application to improve service quality to customers, (3) What are the efforts made to
overcome obstacles in the implementation of the policy on the use of the Brimo
application to improve service quality,
(4) How are the customer responses of BRI Sungai Lulut Unit regarding the policy of
using the BRIMO application in serving their customers.
This type of research is descriptive qualitative research. Research resource
persons are employees of BRI Sungai Lulut Unit and BRI Customers of Sungai Lulut
Unit. Data analysis technique using Miles & Huberman.
The results of the study show that the policies made by BRI can improve the
quality of service, the obstacles faced in introducing the BRIMO service application
so far do not exist, because the only problem is customers who do not have a
supporting gadget and an unstable network. helped by the BRIMO application
because they can transact faster, easier and do not need to go to a bank or ATM
anymore. There are 5 indicators of service quality, namely: (1) Reality, makes it very
easy for customers to transact. To transact through BRIMO, not all transactions are
subject to admin fees, BRI employees at Sungai Lulut Unit work according to SOPs
set by BRI in a precise, reliable, accurate, and reliable manner. solve customer
problems and can solve them personally. (2) Assurance, employees of BRI Sungai
Lulut Unit are always polite, courteous, provide good and correct knowledge and
also create a sense of trust and confidence in customers. (3) Tangible, BRI Sungai
Lulut unit has a comfortable, cool room, the employees are neat and clean. For the
BRIMO application, it is quite complete and looks easy and clear to understand. (4)
Empathy, always providing the latest information to customers when providing
services directly, also posting status on social media in the form of photos and videos,
in the BRIMO application there is always the latest information. (5) Responsiveness,
Customer Service BRI Sungai Lulut Unit in resolving customer problems quickly and
well. Now if a problem occurs, it can be reported directly through the BRIMO
application without having to come to the bank.


Kata Kunci


BRIMO, Digital Banking, Service Quality

Teks Lengkap:

PDF

Referensi


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DOI: http://dx.doi.org/10.31602/alsh.v8i2.8604

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