PROPOSED SERVICE SYSTEM IMPROVEMENT USING SERVICE SCIENCE PERSPECTIVE (CASE STUDY: BJB MOBILE - BANK BJB)

• Main Author: Pratama, Aditya
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/60698
• Institution: Institut Teknologi Bandung

Bank bjb offered many banking services, including a mobile banking service called bjb Mobile. They created a bjb Mobile service in an application called bjb Digi. Bjb Mobile provides easy banking services where and whenever only using the internet and mobile devices. They struggle to encourage the customer to install and use the bjb mobile for banking services because the majority of Bank bjb customers are difficult to understand the bjb Mobile system and want an easier method to access the services. For this reason, the management suggests increasing the marketing focus towards its current customer for using bjb Mobile and improving the service system to be easier to use and accommodate the user's current need. This research aims to help Bank bjb, especially bjb Mobile banking services, improve their service system using a service science perspective. Based on the service science framework, the author has analysed from the provider and customer perspectives as well as the root cause analysis to identify all problems, gaps, and customer needs. In this research, the author will use service blueprint and value blueprint analysis to find the problem from the customer and provider perspectives. To conclude, the author using root cause analysis with fault tree analysis. After conducting the analysis, the problem was found from lack of collaboration, the registration system to create account not optimal, and bjb mobile activation system is not optimal. After the implementation of value cocreation and orchestration process, the author proposed service system improvement for the bjb Mobile, from interactive information before registering or activation, step process page on bjb Mobile apps, create active social media channel, video call verification process, digitalization of the requirement, all in bjb Digi application, directly to choose bjb Mobile activation, no minimum balance for registration new bank account, free of OTP charge, development additional top-up feature with third party collaboration. The author also proposed a new service design using service blueprint and value blueprint.