Penguatan Pelayanan Customer Service Berbasis ServQual di BRI KCP Rampal

Yosar Haritsar; Yuni Kusuma Arumsari; Mahayu Saraswati Dewi; Ifa Dwi Lutfiana

doi:10.53624/kontribusi.v5i2.880

Authors

Yosar Haritsar Universitas Gajayana, Malang
Yuni Kusuma Arumsari Universitas Gajayana, Malang
Mahayu Saraswati Dewi Universitas Gajayana, Malang
Ifa Dwi Lutfiana Universitas Gajayana, Malang

DOI:

https://doi.org/10.53624/kontribusi.v5i2.880

Keywords:

Pelayanan Perbankan, ServQual, Literasi Digital, Customer Service

Abstract

Latar Belakang: Transformasi digital perbankan menuntut peningkatan kualitas pelayanan tatap muka agar tetap responsif dan empatik, khususnya pada cabang dengan karakteristik nasabah heterogen dan lonjakan layanan pada periode tertentu. Tujuan: Kegiatan Pengabdian kepada Masyarakat ini bertujuan memperkuat kualitas pelayanan Customer Service berbasis Service Quality (ServQual) melalui pendampingan praktik pelayanan dan edukasi literasi digital di BRI KCP Rampal Malang. Metode: Pelaksanaan menggunakan pendekatan partisipatif melalui tahapan observasi kebutuhan mitra, perencanaan penguatan pelayanan, pendampingan praktik interaksi dan penataan alur layanan, pendampingan literasi digital, serta evaluasi berbasis survei kepuasan mitra sebelum–sesudah kegiatan. Hasil: Intervensi menunjukkan peningkatan konsistensi komunikasi pelayanan, stabilitas antrean pada periode puncak, serta kejelasan prosedur penanganan keluhan. Evaluasi menunjukkan tingkat kepuasan mitra sebesar 4,52 (kategori sangat baik) dan peningkatan pemahaman literasi digital pada nasabah lansia. Kesimpulan: Penguatan pelayanan berbasis ServQual dan pendampingan literasi digital efektif meningkatkan kualitas layanan cabang dan berpotensi direplikasi pada unit perbankan serupa.

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