Analisis Kepuasan Nasabah di Pt Bank Sumut Kantor Cabang Pembantu Asia

Abstract

Customer satisfaction analysis of PT. Bank Sumut Asia Branch Office This study aims to analyze customer satisfaction with the services provided by PT. Bank Sumut, Asia Sub-Branch Office (KCP Asia). Customer satisfaction is a crucial factor in maintaining loyalty and enhancing competitiveness in the banking industry. The study adopts a quantitative approach using a survey method, involving 50 respondents. The measurement is based on the SERVQUAL service quality dimensions: Tangibles, Reliability, Responsiveness, Assurance, Empathy, and Customer Perception of the Bank. The results show that most respondents selected “Agree” and “Strongly Agree” to the questionnaire statements, indicating a high level of customer satisfaction. However, certain areas still require improvement, such as service speed, complaint handling, and physical facilities. Based on these findings, the management is advised to continuously evaluate and enhance service quality to maintain and increase customer satisfaction and loyalty.