Optimalisasi Kualitas Pelayanan Melalui Penerapan Digital Customer Service Machine Guna Meningkatkan Loyalitas Nasabah BRI Cabang Adisucipto

Abstract

This research aims to: (1) determine the optimization of service quality through the application of Digital Customer Service Machine to increase customer loyalty of BRI Adisucipto Branch, (2) knowing the strategy of implementing Digital Customer Service Machine has successfully increase customer satisfaction of BRI Adisucipto Branch. This research uses a qualitative method with a descriptive approach at Bank Rakyat Indonesia Adisucipto Branch. The data was obtained from primary data in the form of observation, documentation and direct interviews with BRI Adisucipto employees and customers. This research also uses secondary data obtained through BRI's official website and previous research journals. The results of this study indicate that (1) there are various efforts to optimize the quality of Customer Service services carried out by BRI Adisucipto to increase customer satisfaction, (2) the results of the application of the Digital Customer Service Machine at BRI Adisucipto.