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The Role of Customer Service in Enhancing Customer Satisfaction at PT. Bank Nagari Pasar Raya Branch
Last modified: 2026-05-09
Abstract
This study aims to analyze the role of customer service in enhancing customer satisfaction at PT. Bank Nagari, Pasar Raya Branch. The provision of high-quality service is expected to foster customer satisfaction and loyalty.This research adopts a quantitative descriptive approach. Data were collected through questionnaires administered to 50 customers who had previously received services from custo]mer service personnel. The sampling technique employed was purposive sampling. Data analysis was conducted using descriptive statistics based on the five dimensions of service quality (SERVQUAL), namely tangibles, empathy, reliability, responsiveness, and assurance. The findings indicate that, overall, customer service at PT. Bank Nagari, Pasar Raya Branch has performed an effective role in enhancing customer satisfaction. This is evidenced by the respondents’ evaluations, in which the majority expressed agreement and strong agreement regarding the cleanliness of facilities, the appearance of personnel, friendliness, accuracy in service delivery, responsiveness, as well as the staff’s ability to instill a sense of security and trust. Among the SERVQUAL dimensions, empathy and reliability received the highest positive evaluations from respondents. In conclusion, the role of customer service plays a significant contribution in fostering customer satisfaction and sustaining the bank’s positive corporate image.
Keywords
customer service, service quality, customer satisfaction, SERVQUAL, banking.
References
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Fernandes, Y. D., & Marlius, D. (2018). Peranan Customer Service Dalam Meningkatkan Pelayanan Kepada Nasabah Pada PT. Bank Pembangunan Daerah Sumatera Barat Cabang Utama Padang Yolanda Darma Fernandes, Doni Marlius Akademi Keuangan dan Perbankan Padang [email protected] ABSTRACT. Akademi Keuangan dan Perbankan Padang, 1–12. https://scholar.google.co.id/scholar
Handayani, A. S. A., & Us, K. A. (2021). Kepuasan Dan Kenyamanan Nasabah Terhadap Pelayanan Yang Diberikan Oleh Pt Taspen (Persero) Jambi. Transekonomika: Akuntansi, Bisnis Dan Keuangan, 1(3), 284–294.
Kartikasari, M. (2014). Penilaian Kinerja Keuangan Menggunakan Analisis Rasio Pada Bank Mandiri di BEI. Jurnal Ilmu & Riset Manajemen, 3(11).
Wafa, M. A. (2017). Hukum Perbankan Dalam Sistem Operasional Bank Konvensional Dan Bank Syariah. Kordinat: Jurnal Komunikasi antar Perguruan Tinggi Agama Islam, 16(2), 257–270. https://doi.org/10.15408/kordinat.v16i2.6441
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