Peran Penerapan Etika pada Customer Service terhadap Kepuasan Nasabah PT Bank Rakyat Indonesia (Persero) Tbk KCP Setia Budi Medan

Abstract

This study aims to determine how the role of implementing customer service ethics affects the level of customer satisfaction at PT Bank Rakyat Indonesia (Persero) Tbk KCP Setia Budi Medan. In the increasingly competitive banking industry, ethical service is the main key to maintaining customer loyalty and trust. The research method used is qualitative with a descriptive approach. Data were collected through observation, in-depth interviews, and distributing questionnaires to 30 respondents. The results of the study indicate that the implementation of ethics in customer service such as politeness, honesty, empathy, and responsibility have a direct impact on customer satisfaction. Most respondents were satisfied, especially in terms of politeness and handling complaints. However, there are still shortcomings in the aspect of service speed. This study concludes that service ethics play an important role in creating long-term relationships and improving the company's positive image.