Uncomfortable Offices and Services

Oct 13, 2025 by wbrum.org 68 views

Increasing Customer Satisfaction: The Role of Frontliner Service Quality at PT. Bank Sumut Main Branch Medan

In today's highly competitive banking industry, providing excellent service is crucial for financial institutions to stand out from the crowd. PT. Bank of North Sumatra Main Branch Medan, one of the leading banks in Medan, is no exception. This study aims to investigate the effect of frontliner service quality on customer satisfaction at PT. Bank of North Sumatra Main Branch Medan.

Challenges Faced by PT. Bank Sumut Medan Main Branch

The results of the 2011 USU Research Institute Survey (LP) revealed that the service performance of PT. Bank Sumut Medan Main Branch is lagging behind other office units. Several factors contribute to this issue, including:

High Transaction Volume: The high volume of transactions causes a long queue and long waiting time for customers, leading to frustration and dissatisfaction.
Slow Officers' Performance: The service process is inefficient and complicated, resulting in a negative experience for customers.
Uncomfortable Offices and Services: Inadequate and poorly maintained facilities make customers feel uncomfortable and unvalued.

The Importance of Service Quality

Strategically located in the center of Medan, PT. Bank of North Sumatra Main Branch Medan is the spearhead in providing the best service. Therefore, improving the quality of service is essential to maintain customer satisfaction and loyalty.

Research Methodology

This study employs an explanatory approach with the systematic sampling method. A total of 100 customer respondents from PT. Bank Sumut Medan Main Branch was chosen as a sample using the Slovin formula. Data was analyzed using multiple linear regression with the SPSS 16 program. The F test was used to test simultaneous effects, while the T test was used to test partial effects with a significance level of 0.05.

Research Result

This study shows that the quality of frontliner services, which include:

Physical Evidence (Tangible): Cleanliness, neatness, and office facilities.
Reliability: Timeliness and consistency in providing services.
Responsiveness: Speed and accuracy in responding to customer needs.
Assurance: The ability and competence of officers in providing services.
Empathy: The ability of officers to understand and care about customer needs.

has a positive impact on customer satisfaction. Of the five dimensions, Assurance Dimensions have the most dominant influence on customer satisfaction. This shows that customers feel very influenced by the competence and expertise of officers in providing services.

Recommendation

Based on the results of this study, the following are recommendations that can be applied by PT. Bank Sumut Main Branch Medan:

Improving the Quality of Frontliner Officers: Providing training and development so that officers are more competent and professional in providing services.
Improving Office Facilities: Improving and improving office facilities to make it more comfortable and adequate for customer needs.
Applying a More Efficient Queue System: Reducing customer waiting time by implementing a more efficient and transparent queue system.
Improve Communication with Customers: Providing clear and easy-to-understand information about the products and services offered.

By improving the quality of frontliner services, PT. Bank of North Sumatra Main Branch Medan can increase customer satisfaction, build loyalty, and win competition in the banking industry.

Conclusion

In conclusion, this study highlights the importance of frontliner service quality in achieving customer satisfaction at PT. Bank Sumut Main Branch Medan. The results of this study provide valuable insights for the bank to improve its service quality and ultimately increase customer satisfaction. By implementing the recommendations outlined in this study, PT. Bank of North Sumatra Main Branch Medan can enhance its competitive edge in the banking industry.

Keywords

Service Quality: The level of excellence in providing services to customers.
Frontliner: The employees who directly interact with customers, such as bank tellers and customer service representatives.
Customer Satisfaction: The level of satisfaction customers experience when interacting with a bank or financial institution.
PT. Bank of North Sumatra Main Branch Medan: A leading bank in Medan, Indonesia.
Tangible: Physical evidence of a service, such as cleanliness and office facilities.
Reliability: Consistency and timeliness in providing services.
Responsiveness: Speed and accuracy in responding to customer needs.
Assurance: The ability and competence of officers in providing services.
Empathy: The ability of officers to understand and care about customer needs.

Limitation of the Study

This study has several limitations, including:

Sample Size: The sample size of 100 customer respondents may not be representative of the entire customer base of PT. Bank Sumut Medan Main Branch.
Data Collection Method: The data was collected through a survey, which may be subject to biases and limitations.
Research Design: The explanatory approach used in this study may not capture the complexity of the relationship between frontliner service quality and customer satisfaction.

Future Research Directions

Future research can build on this study by:

Investigating the Impact of Frontliner Service Quality on Customer Loyalty: This study can explore the relationship between frontliner service quality and customer loyalty.
Examining the Effect of Frontliner Service Quality on Customer Retention: This study can investigate the impact of frontliner service quality on customer retention.
Analyzing the Role of Technology in Enhancing Frontliner Service Quality: This study can explore the use of technology in improving frontliner service quality and customer satisfaction.

By addressing these limitations and exploring new research directions, future studies can provide a more comprehensive understanding of the relationship between frontliner service quality and customer satisfaction in the banking industry.

Q: What is frontliner service quality?

A: Frontliner service quality refers to the level of excellence in providing services to customers by the employees who directly interact with them, such as bank tellers and customer service representatives.

Q: Why is frontliner service quality important?

A: Frontliner service quality is crucial because it directly affects customer satisfaction and loyalty. When customers receive excellent service, they are more likely to be satisfied and loyal to the bank.

Q: What are the dimensions of frontliner service quality?

A: The dimensions of frontliner service quality include:

Physical Evidence (Tangible): Cleanliness, neatness, and office facilities.
Reliability: Consistency and timeliness in providing services.
Responsiveness: Speed and accuracy in responding to customer needs.
Assurance: The ability and competence of officers in providing services.
Empathy: The ability of officers to understand and care about customer needs.

Q: Which dimension of frontliner service quality has the most dominant influence on customer satisfaction?

A: According to this study, Assurance Dimensions have the most dominant influence on customer satisfaction. This shows that customers feel very influenced by the competence and expertise of officers in providing services.

Q: What are the recommendations for improving frontliner service quality?

A: Based on the results of this study, the following are recommendations that can be applied by PT. Bank Sumut Main Branch Medan:

Improving the Quality of Frontliner Officers: Providing training and development so that officers are more competent and professional in providing services.
Improving Office Facilities: Improving and improving office facilities to make it more comfortable and adequate for customer needs.
Applying a More Efficient Queue System: Reducing customer waiting time by implementing a more efficient and transparent queue system.
Improve Communication with Customers: Providing clear and easy-to-understand information about the products and services offered.

Q: How can PT. Bank Sumut Main Branch Medan increase customer satisfaction and loyalty?

A: By improving the quality of frontliner services, PT. Bank Sumut Main Branch Medan can increase customer satisfaction, build loyalty, and win competition in the banking industry.

Q: What are the limitations of this study?

A: This study has several limitations, including:

Sample Size: The sample size of 100 customer respondents may not be representative of the entire customer base of PT. Bank Sumut Medan Main Branch.
Data Collection Method: The data was collected through a survey, which may be subject to biases and limitations.
Research Design: The explanatory approach used in this study may not capture the complexity of the relationship between frontliner service quality and customer satisfaction.

Q: What are the future research directions?

A: Future research can build on this study by:

Investigating the Impact of Frontliner Service Quality on Customer Loyalty: This study can explore the relationship between frontliner service quality and customer loyalty.
Examining the Effect of Frontliner Service Quality on Customer Retention: This study can investigate the impact of frontliner service quality on customer retention.
Analyzing the Role of Technology in Enhancing Frontliner Service Quality: This study can explore the use of technology in improving frontliner service quality and customer satisfaction.

Q: What are the implications of this study for the banking industry?

A: This study highlights the importance of frontliner service quality in achieving customer satisfaction and loyalty in the banking industry. By improving frontliner service quality, banks can increase customer satisfaction, build loyalty, and win competition in the industry.

Q: What are the recommendations for banks and financial institutions?

A: Based on the results of this study, banks and financial institutions can:

Invest in training and development programs for frontliner officers: To improve their competence and professionalism in providing services.
Improve office facilities and services: To make them more comfortable and adequate for customer needs.
Implement a more efficient queue system: To reduce customer waiting time and improve service quality.
Improve communication with customers: To provide clear and easy-to-understand information about products and services offered.

By implementing these recommendations, banks and financial institutions can improve frontliner service quality, increase customer satisfaction, and build loyalty.