Peran Customer Service Dalam Meningkatkan Kepuasan Pelayanan Nasabah Pada PT Bank "X"

• KRISTINA MIRA
• 2025

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Perkembangan globalisasi dan transformasi digital menuntut industri perbankan untuk memberikan pelayanan yang prima guna mempertahankan kepuasan dan loyalitas nasabah. Dalam konteks ini, peran customer service menjadi sangat penting karena berfungsi sebagai garda terdepan yang berinteraksi langsung dengan nasabah serta membentuk citra perusahaan. Penelitian ini bertujuan untuk menganalisis peran customer service dalam meningkatkan kepuasan pelayanan nasabah, menilai kontribusinya terhadap loyalitas pelanggan, serta mengidentifikasi upaya yang dilakukan untuk mengatasi kendala pelayanan di PT Bank “X”. Penelitian menggunakan metode deskriptif kualitatif dengan teknik pengumpulan data melalui observasi, wawancara, dan studi dokumentasi. Informan penelitian meliputi pihak manajemen cabang, petugas customer service, serta nasabah PT Bank “X”. Data yang diperoleh dianalisis untuk menggambarkan kondisi nyata interaksi antara customer service dengan nasabah. Hasil penelitian menunjukkan bahwa customer service berperan sebagai pencipta kesan pertama, deskman, customer relation officer, dan komunikator yang menjembatani kebutuhan nasabah dengan layanan bank. Kontribusi utama customer service terlihat pada peningkatan kepuasan nasabah melalui pelayanan yang ramah, responsif, dan solutif. Namun demikian, terdapat beberapa kendala, seperti ketidakkonsistenan kualitas pelayanan, keterbatasan fasilitas, dan kompleksitas keluhan nasabah. Untuk mengatasinya, PT Bank “X” menerapkan pelatihan rutin, coaching, serta penguatan kompetensi komunikasi, empati, dan pemahaman produk, termasuk layanan digital. Kesimpulan penelitian ini menegaskan bahwa customer service memiliki peran strategis dalam membangun kepuasan dan loyalitas nasabah. Upaya peningkatan kualitas pelayanan melalui pelatihan berkelanjutan, pemanfaatan teknologi, dan pengelolaan keluhan yang profesional menjadi faktor kunci bagi keberhasilan pelayanan perbankan yang berorientasi pada kepuasan pelanggan.

The development of globalization and digital transformation demands the banking
industry to provide excellent services in order to maintain customer satisfaction and
loyalty. In this context, the role of customer service becomes crucial, as it serves as
the front line that directly interacts with customers and shapes the company’s image.
This study aims to analyze the role of customer service in enhancing customer
service satisfaction, assess its contribution to customer loyalty, and identify the
efforts undertaken to overcome service challenges at PT Bank “X”. The research
employs a qualitative descriptive method with data collection techniques including
observation, interviews, and documentation study. The research informants consist
of branch management, customer service officers, and customers of PT Bank “X”.
The collected data is analyzed to portray the actual condition of the interactions
between customer service and customers. The results show that customer service acts
as the creator of the first impression, desk officer, customer relations officer, and
communicator who bridges the customers’ needs with the bank’s services. The main
contribution of customer service lies in increasing customer satisfaction through
friendly, responsive, and solution-oriented services. However, there are several
challenges, such as inconsistent service quality, limited facilities, and the complexity
of customer complaints. To address these issues, PT Bank “X” implements regular
training, coaching, and strengthens communication competencies, empathy, and
product knowledge, including digital services. The conclusion of this study
emphasizes that customer service plays a strategic role in building customer
satisfaction and loyalty. Efforts to improve service quality through continuous
training, technology utilization, and professional complaint handling are key factors
for the success of customer satisfaction-oriented banking services.

 

• Customer Service
• Kepuasan Nasabah
• Kinerja
• Pelayanan

https://repository.bsi.ac.id/repo/68474/Peran-Customer-Service-Dalam-Meningkatkan-Kepuasan-Pelayanan-Nasabah-Pada-PT-Bank-"X"
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