Analisis Strategi Pelayanan Bank Muamalat Dalam Meningkatkan Mutu Dan Kepuasan Nasabah (Studi pada Bank Muamalat KC Jambi)
DOI:
https://doi.org/10.35896/a9tax585Keywords:
Service strategy; service quality; customer satisfaction; Islamic banking; Bank MuamalatAbstract
This study aims to analyze service strategies to improve service quality and customer satisfaction at the Bank Muamalat Jambi Branch Office. The study used a qualitative, descriptive approach. Data were collected through observation, in-depth interviews, and documentation involving management, employees, and customers as informants. Data analysis was conducted using an interactive model encompassing data reduction, data presentation, and conclusion drawing. It was supported by a SWOT analysis to identify strengths, weaknesses, opportunities, and threats within the service strategy. The results show that the implemented service strategy integrates aspects of professionalism and Sharia values, such as honesty, trustworthiness, and empathy. The implementation of this strategy is reflected in improved service quality through the dimensions of reliability, responsiveness, assurance, empathy, and tangibles. A personalized and transparent service approach has been proven to increase customer satisfaction. However, several obstacles remain, such as inefficient service times, limited facilities, and suboptimal utilization of digital services. This study concludes that a Sharia-based service strategy has a significant impact on improving service quality and customer satisfaction. Therefore, the development of innovative and adaptive service strategies is necessary to enhance the competitiveness of Islamic banking.
References
Agustina, R., Sari, D., & Hidayat, M. (2021). Strategi pemasaran dalam meningkatkan daya saing bisnis. Jurnal Manajemen Bisnis, 12(2), 145–158.
Alzikri, A. (2018). Strategi pelayanan dalam meningkatkan kepuasan nasabah pada bank syariah. Jurnal Ekonomi Syariah, 10(1), 23–35.
Budiman, A. (2020). Digitalisasi layanan perbankan dan pengaruhnya terhadap kepuasan nasabah. Jurnal Keuangan dan Perbankan, 24(3), 321–334.
David, F. R. (2009). Strategic management: Concepts and cases (12th ed.). Pearson Education.
Fitria, N. (2015). Ketahanan perbankan syariah dalam menghadapi krisis ekonomi global. Jurnal Ekonomi Islam, 6(1), 67–82.
Grönroos, C. (2007). Service management and marketing: Customer management in service competition (3rd ed.). Wiley.
Handayani, S. (2023). Etika pemasaran syariah dalam perspektif Islam. Jurnal Ekonomi dan Bisnis Islam, 14(1), 55–70.
Hasibuan, M. S. P. (2009). Manajemen sumber daya manusia. Bumi Aksara.
Iqbal, M. (2019). Pengaruh kualitas pelayanan terhadap kepuasan dan loyalitas nasabah bank. Jurnal Manajemen dan Keuangan, 8(2), 112–125.
Kertajaya, H. (2006). Hermawan Kertajaya on marketing. Gramedia Pustaka Utama.
Kotler, P., & Keller, K. L. (2021). Marketing management (16th ed.). Pearson Education.
Lovelock, C., & Wirtz, J. (2016). Services marketing: People, technology, strategy (8th ed.). World Scientific.
Meilani, R., & Sugiarti, T. (2022). Analisis kepuasan pelanggan terhadap kualitas layanan jasa. Jurnal Ekonomi Modern, 5(2), 89–102.
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative data analysis: A methods sourcebook (3rd ed.). Sage Publications.
Mishbahuddin. (2020). Pelayanan prima dalam meningkatkan kepuasan nasabah. Jurnal Ekonomi Syariah Indonesia, 9(1), 44–58.
Moleong, L. J. (2018). Metodologi penelitian kualitatif (Edisi revisi). Remaja Rosdakarya.
Mundir, A., & Rahayu, S. (2022). Etika pemasaran Islam dalam meningkatkan kepercayaan konsumen. Jurnal Ekonomi Islam, 13(2), 201–215.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
Rahmawati, I. (2022). Pengaruh kualitas pelayanan terhadap kepercayaan dan kepuasan nasabah. Jurnal Manajemen dan Kewirausahaan, 10(2), 134–146.
Rangkuti, F. (2006). Analisis SWOT teknik membedah kasus bisnis. Gramedia Pustaka Utama.
Sholicha, N., & Oktafia, R. (2021). Strategi pemasaran syariah dalam meningkatkan minat nasabah. Jurnal Ekonomi Syariah, 9(2), 98–110.
Sugiyono. (2019). Metode penelitian kualitatif, kuantitatif, dan R&D. Alfabeta.
Suryanto. (2007). Pengantar manajemen strategi. Graha Ilmu.
Tjiptono, F. (2020). Service management: Mewujudkan layanan prima. Andi Offset.
Wahyuningsih, S. (2018). Faktor-faktor yang memengaruhi kepuasan nasabah. Jurnal Ilmu Manajemen, 6(3), 210–222.
Yuliawati, E. (2019). Analisis kepuasan nasabah terhadap pelayanan bank syariah. Jurnal Ekonomi dan Perbankan Syariah, 7(1), 45–60.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services marketing: Integrating customer focus across the firm (7th ed.). McGraw-Hill.
