MAXIMIZING THE UTILIZATION OF BCA STAR TELLER MACHINES IN ACHIEVING THE HIGHEST VALUE OF CUSTOMER EXPERIENCE (CE) AND BRANCH SERVICE QUALITY (BSQ)
PT. Bank Central Asia, Tbk. (BCA) as the largest private bank in Indonesia, that wants to realize its vision of becoming "the main choice bank of the community, which acts as an important pillar of the Indonesian economy" understand that the customer experience over time is critical for f...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/38794 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | PT. Bank Central Asia, Tbk. (BCA) as the largest private bank in Indonesia, that wants to realize its vision of becoming "the main choice bank of the community, which acts as an important pillar of the Indonesian economy" understand that the customer experience over time is critical for firms. In digital era, the changing characteristics of its customers “Jaman Now” force BCA to make a change to provide the right financial services to achieve optimal customer satisfaction. A number of strategic business steps are prepared to make it happen. One strategy is to make changes in the banking transaction system to digital form and also automate the system of withdrawal transactions & cash deposits by using a star teller machine that can serve customer transactions safer, more comfortable and faster. So that the value of customer satisfaction increase which can be represented by achieving the highest value of Customer Experience (CE) and Branch Service Quality (BSQ).
Customers in conducting banking transactions can be divided into two categories: cash & non-cash transactions.. Services for non-cash transactions are being transformed into digital while cash banking transactions still use human activities with machine tools. The discussion of this study emphasizes cash banking transactions using a machine called the BCA Star Teller machine.
After 3 years from the implementation, the utilization of BCA star teller machines is still under the threshold optimization. This case caused a loss for BCA, for example, decreased customer satisfaction due to the slow process of receiving money, frequent disputes about the receipt of counterfeit money, prime customers are not served properly. Besides speeding up the cash receipt process, BCA star teller machines also still gave friendly service from teller officers.
This study tried to find out a solution for the research question “why the utilization of the BCA star teller machines did not reach the threshold determined by the head office” and to find out the appropriate change management formulation that was suitable to solve the problem of implementing new technology in the banking industry.
The Conceptual framework proposed by the author divides the problem into two categories, machine problems and human problems. To find out the root cause of machine problems, the author use The TAM (Technology Acceptance Model) analysis initiated by Fred D. Davis Jr. and to find out the root cause of human problems, the author uses analysis of “readiness for change” which was initiated by Daniel T. Holt in 2007
To analyze the root cause of the problem, a fishbone diagram will be used. And finally the ADKAR method introduced by Jeffrey M. Hiatt will be used as a reference in implementing problem solving.
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