EFFORTS TO IMPROVE SERVICE QUALITY AT BANK NAGARI BATUSANGKAR SHARIA BRANCH IN MAINTAINING CUSTOMER LOYALTY

Abstract

ABSTRACTBackground. Financial institutions need to pay attention to the quality of their services, as well as Bank Nagari Batusangkar Syariah Branch which pays attention to and strives for the quality of its services in maintaining customer loyalty. In this case, Bank Nagari Batusangkar Syariah Branch uses strategies such as physical evidence (tangible), responsiveness, reliability, assurance, and attention (empathy).Objective. This study aims to determine efforts to improve service quality at Bank Nagari Batusangkar Syariah Branch in maintaining customer loyalty.Methods. Data were analysed using data reduction, data presentation, and conclusion/verification, as well as data validity assurance techniques, namely source triangulation. The data collection techniques used are interviews and documentation.Results. The findings of the research conducted can be seen that Bank Nagari Batusangkar Syariah Branch shows efforts in maintaining customer loyalty by using 5 dimensions of service quality. First, physical evidence provided in the form of brochures, room cleanliness, which in every corner is provided with air conditioning that makes customers comfortable. Second, the responsiveness provided by always being responsive by asking directly what obstacles or problems faced by customers. Third, the reliability that is owned, namely employees who are reliable in accordance with their fields. Fourth, the guarantee provided is security in maintaining customer secrets or identities. And fifth, the attention given is to provide open and transparent communication to customers and meet customer needs.Conclusion. This study has significant implications for assessing the quality of service provided by Bank Nagari Batusangkar Syariah Branch to its customers.