PENGARUH PELAYANAN PRIMA TERHADAP KEPUASAN NASABAH ( STUDI EMPIRIS PADA BANK CENTRAL ASIA CABANG SEMARANG )

Abstract

ABSTRACT Every company must deeply comprehend the customer's needs by increasing the satisfaction of its customer through service excellence or the services that can meet more than just customer's expectation in order to keep surviving in the competitive banking industry situation. Therefore, the object of this study is to testify the service excellence factor, which has prominent influence for the satisfaction of its customer; moreover, it is the research gap of the former observation. Respondents in this observation are the customer of Central Asia Bank in Semarang, and the amounts of the sample are 100 customers. Structural Equation Model (SEM) combines with AMOS 4.0. are used as the analytical technique to attest the developed 3 (three) hypothesis. The results from the testing hypothesis show a significant positive effect between technology competent variable and the competency of human resources toward the service excellence, together with its relation of the satisfaction of its • customer. By means of this observation, if the banking industry wants to enhance its service excellence, it is advised to conduct its enlargement of the human resources quality by way of training program and rotation of employee program; the continuously perfecting technology as well as the development of technology in general; also the improvement of service excellence to each customer like the improvement of sequence system and the availability of special stands.ABSTRAKSI Untuk dapat bertahan dalam persaingan bisnis perbankan, setiap perusahaan harus mampu mengerti kebutuhan nasabah dengan cara nneningkatkan kepuasan nasabah melalui pelayanan prima atau pelayanan yang melebihi harapan nasabah. Oleh karena itu, tujuan dari studi ini menguji faktor-faktor pelayanan prima yang berpengaruh terhadap kepuasan nasabah, yang merupakan research gap dari penelitian terdahulu. Responden dalam penelitian ini adalah nasabah Bank Central Asia Cabang Semarang dengan sampel sebanyak 100 nasabah. Teknik analisis menggunakan Structural Equation Model (SEM) dengan AMOS 4.0, yang digunakan untuk menguji 3 (tiga) hipotesis yang telah dikembangkan. Hasil pengujian hipotesis menunjukan pengaruh positif yang signiflkan antara variabel kompetensi teknologi dan kompetensi sumber daya manusia terhadap pelayanan prima, dan dalam hubungannya dengan kepuasan nasabah. Dan i basil penelitian ini, untuk meningkatkan pelayanan prima disarankan agar pihak bank sebaiknya mengadakan peningkatan kualitas sumber daya manusia melalui program training dan rotasi pegawai penyempurnaan teknologi secara berkesinambungan sejalan dengan perkembangan teknologi pada umumnya ; serta peningkatan pelayanan prima kepada setiap nasabah antara lain melalui perbaikan sistem antrian dan penyediaan loket-loket khusus.