The Strategy To Increase Customer Satisfaction With The Use Of BCA Mobile Banking Using Importance Performance Analysis (IPA)

Strategi Peningkatan Kepuasan Nasabah Terhadap Penggunaan Mobile Banking BCA Menggunakan Importance Performance Analysis (IPA)

Abstract

Mobile banking service is a type of service provided by banks to their customers to carry out various types of banking transactions via the internet with a website or application provided by the bank which is equipped with a security system In a more advanced era like today, Mobile Banking can make it easier for customers to carry out transactions by implementing technology applications. Customer satisfaction is the most important thing for the banking industry to get loyal customers in today, where competition between banks is increasingly tight. There are still factors that customers should consider when continuing to use Mobile Banking services. The method used in this research is the Importance Performance Analysis (IPA) method which aims to determine which variables need to be improved and which ones must be maintained in terms of service. using a questionnaire to collect data from 210 respondents. Then, the results in the Cartesian diagram show that the indicators are in quadrant I, where customer importance is high, but performance is still low in service and service aspects must be improved, including efficiency, security and trust variables. Meanwhile, indicators in other quadrants are more focused on maintaining. The strategies in this research are given to service aspects in quadrant I to increase customer satisfaction in Mobile Banking services. their effectiveness will be visible if they have been implemented for sufficient time.