Customer Perceptions Analysis of Branchless Banking Bank XYZ in Disruption Era of Digitalization

Abstract

This era of digital transformation is increasingly being pushed extraordinarily fast during the pandemic that has occurred since March 2020 until now, namely a pandemic due to the Corona virus or the so-called covid 19 virus (Harahap, 2020) . The Financial Services Authority (OJK) said the pandemic made digital acceleration in the financial sector faster. MSME products have the potential to grow and rise during the Covid-19 pandemic with digitalization, and high quality product innovation so that they are not inferior to imported products. Moreover, with digitalization and non-cash payments, it is a new hope for Indonesian MSMEs to grow rapidly, and reach a wider market. The digitalization euforia that is pushed by this pandemic create challenge to agency business of bank XYZ. Agency business which is called Branchless Banking Business is a banking financial services without an office within the framework of inclusive finance. The challenge came from so many threat that impact in agency business of bank XYZ directly and also indirect ways. In addition, the development of an ' online to offline ' (O2O) business model from online merchant partners such as: tokopedia partners, Bukalapak partners, grabkios, smart stalls, linkaja partners is confirmed as one sources of threat that will reduce the market share of the banking agency business which has always been be a priority in society. In most of the previous studies related to this agency business case, most of them discussed or wrote about the behavior of their agents (as bank representatives) in providing the intended service to customers. In this reaserach, the author want to see another perspective of this agency business which is in their customer view. The results of this research are expected to be able to provide input, additional information to the manager of the banking agency business, specifically to Bank XYZ which manages the agency business to improve its services to customers even better and more innovatively. Keywords: Industrial Revolution, Digital Transformation, Agency Business, Customer Perspective.