Analisis kepuasan nasabah perkotaan unit pelayanan bisnis mikrokasus di pt. bank "a" kantor cabang jpi

The Objectives of the study are (1) to analyze the factors influencing customers to choose for transaction (2) analyze customers satisfaction level for micro finance business unit in PT. Bank “A” JPI Branch, and (3) to formulate alternative strategy to the managerial implication toward PT. Bank “A” for its business development. The respondents were selected by convenient method. Primary data are obtained from the questionnaires filled in by 150 respondents, and from interviews by the company management. Secondary data are obtained from the company database, Bank of Indonesia and other related literatures. The sample is taken through non-probabilistic sampling with the convenient sampling technique. The statistic analysis used are : (1) descriptive analysis, (2) gap analysis, (3) thurstone analysis, (4) importance performance analysis, (5) cross tabulation analysis, (6) factor analysis and (7) cluster analysis. The result of study shows that factors influencing respondents to choose for transaction in Micro Business Unit Bank “A” JPI Branch are (1) secure as State Bank (2) location unit near the community and (3) outlet easy to find. The result of Gap analysis comparing service attributes to actual performance and expected respondents is negative score. Important attributes of services resulted from thurstone analysis are (1) procedure of services are easy and simple (2) employee always friendly to serve for customers (3) banking hall is comfortable (4) employee to serve for customers quickly and (5) employee always greet customers. The result of importance performance analysis shows that there are five attributes of services that must be developed soon: (1) more competitive lending rate, (2) friendlier employees, (3) comfortable banking hall, (4) more attentive to critics and inputs from customers and (5) provide announcement to customers for any network failures. Cross tabulation analysis shows that level of overall customer’s satisfaction is fair. The result of factor analysis demonstrates that the twenty five service attributes can be grouped in to six factors. We name the six factors as follows: (1) responsiveness and informative, (2) product features, (3) services equipment, (4) employees skill and premises comfortableness, (5) friendliness and (6) networking and service access. Based on demographic factors, the result of cluster analysis are three clusters. Alternative recommendations for business development of PT. Bank “A” JPI Branch to develop service attributes are: to redesign and develop features of product services, to increase the number of ATM, to increase the number of lending customers, to open more point of sales, to upgrade appearance of building or banking hall and to intensify promotion activity