Increasing the Quality of Bank Service Systems at the Customer Service Office (CSO) for Sustainability Customer Trust
DOI:
https://doi.org/10.22441/ijiem.v5i2.24985Keywords:
Bank Central Asia, Customer complain, Voice of customer, Trust sustainability, QFDAbstract
In the last six months, one of the Bank Central Asia (BCA) in Central Jakarta received various kinds of complaints from customers every month. The complaint relates to the Customer Service Officer (CSO) who is not optimal in terms of service. This is of concern to research, because competition in the service industry, especially banking, is increasing every year. This research aims to analyze improving the quality of service to customers and provide appropriate solutions for the continued trust of BCA customers. This research method uses the Quality Function Deployment (QFD) method combined with customer complaint data through questionnaires and comparison data with competitor banks through benchmarking. This research found six causes of declining CSO service quality based on Voice of Customer (VOC). Meanwhile, from the 6 causes of problems, seven corrective actions were produced using a correlation matrix and technical actions to improve the quality of CSO services. After measuring aspects using the QFD method, the resulting importance level was 17%, meaning it was important to repair, the aspect difficulty level was 2%, meaning it was easy to repair, and the estimated cost aspect was 15%, meaning the cost was low in repairs. Corrective actions on the part of the CSO have been maximized in providing services to customers at BCA Branch Unit Offices (BUO). Gajah Mada, Central Jakarta. So that in the coming years the quality of CSO services will continue to be evaluated to reduce complaints from BCA customers.Downloads
References
Adiandari, A. M., Winata, H., Fitriandari, M., & Hariguna, T. (2020). Improving the quality of Internet banking services: An implementation of the quality function deployment (QFD) concept. Management Science Letters, 10(5), 1121–1128. https://doi.org/10.5267/j.msl.2019.10.029
Alfalah, T. F. (2017). Total Quality Management Tools: Are they Necessary for Improving Service Quality and Customer Satisfaction? International Review of Management and Marketing; Mersin, 7(3), 121–125. https://search.proquest.com/docview/1984677947/abstract/9B1B57685F394FC3PQ/82
Alfatiyah, R. (2018). Analisis Kualitas Jasa Periklanan Dengan Kombinasi Metode Servqual Dan Quality Function Deployment (Qfd) Untuk Meningkatkan Kepuasan Pelanggan. JITMI (Jurnal Ilmiah Teknik Dan Manajemen Industri), 1(1), 1–7.
Alinejad, Saeed, & Anvari, Alireza. (2019). The Mediating Effect of Collaborative Structure and Competitive Intensity on the Relationship between Process Management and Organizational Performance. Iranian Journal of Management Studies, 12(1), 149–174. https://doi.org/10.22059/ijms.2018.259810.673169
Anassalam, M., & Cahya, H. N. (2023). Upaya Peningkatan Kepuasan Konsumen Menggunakan Metode Quality Function Deployment pada Kedai Kopi Dreeps Coffee Semarang. Ekonomi Dan Bisnis, 2(2), 113–124. http://publikasi.dinus.ac.id/index.php/JEKOBS/article/view/9107
Bahia, T. H. A., Idan, A. R., & Athab, K. R. (2023). The Effect of Quality Function Deployment (Qfd) in Enhancing Customer Satisfaction. International Journal of Professional Business Review, 8(1), 1–17. https://doi.org/10.26668/businessreview/2023.v8i1.1156
Chen, K. J., Yeh, T. M., Pai, F. Y., & Chen, D. F. (2018). Integrating refined kano model and QFD for service quality improvement in healthy fast-food chain restaurants. International Journal of Environmental Research and Public Health, 15(7). https://doi.org/10.3390/ijerph15071310
Cropley, D. H. (2020). Applying quality function deployment to the design of engineering programmes: approaches, insights and benefits. Australasian Journal of Engineering Education, 00(00), 1–14. https://doi.org/10.1080/22054952.2020.1776532
Dias Irawati Sukma, Setiawan, I., Kurnia, H., Atikno, W., & Purba, H. H. (2022). Quality Function Deployment in Healthcare: Systematic Literature Review. Jurnal Sistem Teknik Industri, 24(1), 15–27. https://doi.org/10.32734/jsti.v24i1.7297
Efendi, M. A., & Taufik, T. A. (2021). Bank Bri Financing Products Development Innovation in Supporting Supply Chain Business With Modified QFD Method. The International Conference on Management of Technology, Innovation, and Project, 2(2), 1–13. https://www.researchgate.net/publication/355140852
Erawati, A., & Wahyono, W. (2019). Peran Komitmen Organisasi Dalam Memediasi Pengaruh Disiplin Kerja, Motivasi Kerja, Dan Self Efficacy Terhadap Kinerja Pegawai. Economic Education Analysis Journal., 8(1), 1–15.
Ganjar Sidik Gandara, Riko Muri, & Humiras Hardi Purba. (2019). Increase Service Selling of Formaldehyde Products By Implementing Quality Function Deployment (QFD). Journal of Applied Research on Industrial Engineering, 6(3), 219–231. https://doi.org/10.22105/jarie.2019.192932.1095
Gonzalez, M. E. (2019). Improving customer satisfaction of a healthcare facility: reading the customers’ needs. Benchmarking, 26(3), 854–870. https://doi.org/10.1108/BIJ-01-2017-0007
Hadi, H. A., Purba, H. H., Indarto, K. S., Simarmata, R. G. P., Putra, G. P., Ghazali, D., & Aisyah, S. (2017). The Implementation of Quality Function Deployment (QFD) in Tire Industry. ComTech: Computer, Mathematics and Engineering Applications, 8(4), 223. https://doi.org/10.21512/comtech.v8i4.3792
Hasibuan, A., Parinduri, L., Sulaiman, O. K., Suleman, A. R., & Harahap, A. K. Z. (2019). Service Quality Improvement by Using the Quality Function Deployment (QFD) Method at the Government General Hospital. Journal of Physics: Conference Series, 1363(1). https://doi.org/10.1088/1742-6596/1363/1/012095
Huillet, T. (2007). Sampling formulae arising from random Dirichlet populations. Communications in Statistics - Theory and Methods, 34(5), 1019–1040. https://hal.science/hal-00093134
Jarrett, J. E., Pan, X., Yang, Y., Huang, Y., & Huang, L. (2019). Combining SERVQUAL and QFD to Evaluate and Improve Airline Service Quality. International Journal of Business and Management, 14(5), 154–170. https://doi.org/10.5539/ijbm.v14n5p154
Jyoti, J., & Kesharwani, S. (2021). E-Service Quality in Banking industry-A Review. Global Journal of Enterprise Information System, 12(3), 74–83. https://doi.org/10.18311/gjeis
Karimi-Ghartemani, S., Shekarchizadeh, A., & Khani, N. (2018). A Data Envelopment Analysis Method for Evaluating Performance of Customer Relationship Management. Iranian Journal of Management Studies, 11(4), 743–767. https://doi.org/10.22059/IJMS.2018.214723.672266
Kassela, K., Papalexi, M., & Bamford, D. (2017). Applying quality function deployment to social housing? TQM Journal, 29(3), 422–436. https://doi.org/10.1108/TQM-03-2016-0030
Kurnia, H. (2021). A Systematic Literature Review of Performance Pyramids System Implementation in the Manufacture Industries. Indonesian Journal of Industrial Engineering and Management (IJIEM), 2(2), 115–126. https://doi.org/10.22441/ijiem.v2i2.11150
Kurnia, H., Budi, K., & Zy, A. T. (2023). Combination of Lean Thinking and A3 Problem-Solving Methods to Reduce the Cost of Purchasing Cleaning Agents in the Paint Industry in Indonesia. Sinergi, 5(July), 1–12. https://doi.org/10.22441/sinergi.2024.1.011
Kurnia, H., Jaqin, C., & Purba, H. H. (2022). Quality Improvement with the DMAIC Approach Using the Implementation of Benchmarking and KPI Methods. Industrial Engineering and Operations Management (IEOM), 2(9), 2122–2133. http://ieomsociety.org/proceedings/2021indonesia/400.pdf
Kurnia, H., Manurung, H., Suhendra, S., & Juliantoro, K. B. (2023). Implementation of Lean Service Approaches to Improve Customer Satisfaction and Sustainability of Health Equipment Procurement Process at Hospitals. Quality Innovation Prosperity, 15(3), 1–17. https://doi.org/10.12776/QIP.V27I3.1875
Mazur, G. H. (1993). QFD for service industries: from voice of customer to task deployment. In The Fifth Sumposium on Quality Function Deployment.
Mohamed Sahari, K. S., Hasini, H., Megat Hamdan, A. M., & Syahmi, A. Z. (2017). The Dispositional Attribution of Customer Satisfaction through the Juxtaposition of QFD and Servqual in Service Industry Design. MATEC Web of Conferences, 135. https://doi.org/10.1051/matecconf/201713500034
Ningtyas, D. R., Rizki, D. P., Ririh, K. R., & Isharyadi, F. (2021). Consumer Needs Analysis in the Development of Handgrip Standard on Commuter Line Trains. Standardisasi Volume, 23(3), 277–286.
Nurlaela, A. P. E., Ramadhani, S. M. T., & Ramadhanti, Y. N. A. (2023). The Effect of Easy and Quality Service on Interest in Using BCA Mobile Banking through Trust as an Intervening Variable. Ilomata International Journal of Management, 4(4), 530–543. https://doi.org/10.52728/ijjm.v4i4.934
Panneerselvam, S. (2021). Quality concepts in Industrial systems using QFD (Quality Function Deployment) – Survey. International Journal of Industrial Engineering, 8(1), 7–13. https://doi.org/10.14445/23499362/ijie-v8i1p102
Park, H. J., & Choi, S. O. (2019). Digital innovation adoption and its economic impact focused on path analysis at national level. Journal of Open Innovation: Technology, Market, and Complexity, 5(3). https://doi.org/10.3390/joitmc5030056
Priyono, A., & Yulita, A. (2017). Integrating Kano Model and Quality Function Deployment for designing service in hospital front office. Intangible Capital, 13(5), 923–945. https://doi.org/10.3926/ic.1001
Purba, H. H., Parid, M., Prasetyo, R. D., & Jinan, R. (2018). Service Development Strategy with Quality Function Deployment (QFD) Approach: A Case Study in Banking Service in Indonesia" . International Journal of Advance in Scientific Research and Engineering, 4(1), 38–47. https://doi.org/10.7324/ijasre.2018.32579
Safi’, I., Putra, Y. P., & Vitasmoro, P. (2019). Priority for improvement of mobile banking services using Kano model and QFD. AIP Conference Proceedings, 2114. https://doi.org/10.1063/1.5112473
Sinha, M., Camgöz Akdağ, H., Tarım, M., Lonial, S., & Yatkın, A. (2013). QFD Application Using SERVQUAL for Private Hospitals: a Case Study. Leadership in Health Services, 26(3), 175–183. https://doi.org/10.1108/LHS-02-2013-0007
Siregar, I. (2019). Application Quality Function Deployment to Improve Quality of Patient Service in Hemodialysis Installation. IOP Conference Series: Materials Science and Engineering, 598(1), 0–4. https://doi.org/10.1088/1757-899X/598/1/012038
Sjarifudin, D., Kurnia, H., & Barita tambunan Maniur, E. (2023). Analisis Pengaruh Self-Efficacy dan Motivasi Kerja terhadap Disiplin Kerja dan Kinerja Karyawan : Tinjauan Sistematik Kajian. Journal of Industrial and Engineering System (JIES), 4(1), 47–57.
Suhara, C., Putra, A., Pahala, R., William, R., Purba, H. H., & Kurnia, H. (2023). Penerapan Metode Quality Function Deployment ( QFD ) Pada Proyek Konstruksi : Tinjauan Literatur Sistematis. Journal of Industrial and Engineering System (JIES), 4(1), 1–13. https://doi.org/10.31599/nrbxfe26
Surya, T. B., & Yunus, E. N. (2020). Using Quality Function Deployment Approach to Improve Logistics Service Quality in Trucking Operations. Advances in Economics, Business and Management Research, 149(3), 66–70. https://doi.org/10.2991/aebmr.k.200812.013
Truant, E. (2017). Management control systems, organization and impact on performances: Evidences from Italy. Corporate Ownership and Control, 14(2), 250–257. https://doi.org/10.22495/cocv14i2c1p11
Wagner, A., Merino, E., Martinelli, M., Polacinski, É., Wegner, R. da S., & Godoy, e L. P. (2017). The Quality of Services in a Higher Education Institution: an Evaluation for the Integration of AHP, Serqual and QFD Methods. Disciplinarium Scientia, 12(1), 109–129.
Yeganegi, K. (2020). The integration of QFD Technique and Value Engineering and its Applying in a Healthcare Center. SSRN Electronic Journal, 650–659. https://doi.org/10.2139/ssrn.3601792
Downloads
Additional Files
Published
How to Cite
Issue
Section
License
The copyright to this article is transferred to Universitas Mercu Buana (UMB) if and when the article is accepted for publication. The undersigned hereby transfers any and all rights in and to the paper including without limitation all copyrights to UMB. The undersigned hereby represents and warrants that the paper is original and that he/she is the author of the paper, except for material that is clearly identified as to its original source, with permission notices from the copyright owners where required. The undersigned represents that he/she has the power and authority to make and execute this assignment.
We declare that:
1. This paper has not been published in the same form elsewhere.
2. It will not be submitted anywhere else for publication prior to acceptance/rejection by this Journal.
3. A copyright permission is obtained for materials published elsewhere and which require this permission for reproduction.
Furthermore, I/We hereby transfer the unlimited rights of publication of the above mentioned paper in whole to UMB. The copyright transfer covers the exclusive right to reproduce and distribute the article, including reprints, translations, photographic reproductions, microform, electronic form (offline, online) or any other reproductions of similar nature.
The corresponding author signs for and accepts responsibility for releasing this material on behalf of any and all co-authors. This agreement is to be signed by at least one of the authors who have obtained the assent of the co-author(s) where applicable. After submission of this agreement signed by the corresponding author, changes of authorship or in the order of the authors listed will not be accepted.
Retained Rights/Terms and Conditions
1. Authors retain all proprietary rights in any process, procedure, or article of manufacture described in the Work.
2. Authors may reproduce or authorize others to reproduce the Work or derivative works for the authors personal use or for company use, provided that the source and the UMB copyright notice are indicated, the copies are not used in any way that implies UMB endorsement of a product or service of any employer, and the copies themselves are not offered for sale.
3. Although authors are permitted to re-use all or portions of the Work in other works, this does not include granting third-party requests for reprinting, republishing, or other types of re-use.
