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The Role Of Customer Service In Improving Service Quality For Customers At Pt. Bank Nagari Mentawai Branch
Last modified: 2026-05-10
Abstract
This research aims to analyze the role of Customer Service in improving service quality for customers at PT. Bank Nagari Mentawai Branch. In the increasingly competitive banking industry, service quality is a key factor in maintaining customer satisfaction and loyalty. Customer Service, as the frontliner, plays a crucial role in interacting directly with customers by providing information, assisting administrative processes, and handling complaints. This study uses a descriptive qualitative method with data collection techniques through field research, including observation and interviews, as well as literature study. Primary data were obtained from Customer Service staff, the Branch Operational Supervisor, and related employees. The results show that Customer Service has a significant role in enhancing service quality through fast, friendly, communicative, and professional service, as well as effective complaint handling with empathy. However, several challenges were found, such as customers’ lack of understanding of banking products and technical system constraints. Therefore, improving human resource quality and optimizing technology are necessary to support better service delivery. It can be concluded that Customer Service plays an important role in improving service quality, which ultimately increases customer satisfaction and strengthens the bank’s image and public trust
Keywords
consumer Service, service Quality, Customer Satisfaction, Banking Services, PT Bank Nagari Mentawai Branch
References
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Tjiptono, F. (2014). Service Quality and Customer Satisfaction. Yogyakarta: Andi.
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Parasuraman, A., Zeithaml, V., & Berry, L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality.
Alvian. (2024). Pengaruh Kualitas Pelayanan , Kepuasan Nasabah Dan Citra Perusahaan Terhadap Loyalitas Nasabah ( Studi Kasus : Nasabah Kredit Konsumtif. 4(4), 560–579.
Arikunto, S. (1998). Prosedur Penelitian: Suatu Pendekatan Praktek,. PT. Rineka Cipt
Asyanta, S. (2015). Sekolah Tinggi Ilmu Ekonomi ( STIE ) Pasaman Simpang Empat. 3, 117–128.
Asyanta, S. (2015). Sekolah Tinggi Ilmu Ekonomi ( STIE ) Pasaman Simpang Empat. 3, 117–128.
Bongdan dan Taylor, 2010 J. Moleong, Lexy. 1989. Metodologi penelitian kualitatif. Bandung: Redmadja Karya.
Kasiram. (2009). Metodologi Penelitian KualitatifKuantitatif (Cet II). UIN Maliki Press.
Salsabila,. Peran Cs (Customer Service) Dalam Menangani Keluhan Nasabah Pada Bank Nagari Cabang Utama Padang. (2024). 04(03), 833–836.
Umar, Husaini. Metodologi penelitian Skripsi dan tesis bisnis. Jakarta: PT. Raja Grafindo Persada, 2009.
Kasmir. (2017). Customer Service Excellent: Teori dan Praktik. Jakarta: Raja Grafindo Persada.
Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson Education.
Tjiptono, F. (2014). Service Quality and Customer Satisfaction. Yogyakarta: Andi.
Lupiyoadi, R. (2013). Manajemen Pemasaran Jasa. Jakarta: Salemba Empat.
Parasuraman, A., Zeithaml, V., & Berry, L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality.
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