Analisis Tingkat Kepuasan Nasabah Terhadap Pelayanan Bank Sumut Kantor Cabang Medan Sukaramai

Abstract

This study aims to analyze the level of service quality in relation to customer satisfaction and to determine the grouping of service quality factors at Bank SUMUT Branch Office in Medan Sukaramai. This research is of a descriptive nature. The type of data used in this study is primary data in the form of questionnaires distributed to customers of Bank Sumut Branch Office in Medan Sukaramai. The analytical techniques used are Importance Performance Analysis (IPA), Customer Satisfaction Index (CSI), and factor analysis. The results of this study indicate that although most attributes of service quality at Bank SUMUT Branch Office in Medan Sukaramai are rated highly by customers, there is still room for improvement, especially in overall customer service. A targeted improvement strategy is needed, including employee training, operational process improvement, and infrastructure enhancement. It is also recommended to focus on investment in ATM services, employee training, physical security, information facility development, and physical facility improvement to enhance customer satisfaction and the bank's image.