Service Development Strategy with Quality Function Deployment (QFD) Approach: A Case Study in Banking Service in Indonesia

Abstract

Increasing competition in the banking industry makes customers have many choices in determining what they want to get. If customers get services that are not in accordance with the desired then the customer will seek other banking institutions. To cultivate customer loyalty, the quality of service should be improved and provided as possible. Therefore, banking institutions need to make Minimum Service Standards in accordance with the wishes of customers. This study aims to determine the standard of service in accordance with the wishes of customers and prioritize the improvement of service quality that must be given to XYZ bank customers. To develop a customer service approach is to use the method of integration Analytic Hierarchy Process (AHP) is a method to solve an unstructured complex situation into several components in the hierarchical order, by giving subjective values about the importance of each variable relative, and establish which variable has the highest priority to influence the outcome of the situation. nine service attributes are sorted according to AHP priority ie Be Careful in Recording Documents and Information, Advanced in Electronic Banking, Level of Satisfaction Against "Customers Always Have Rights", Using Modern and New equipment, Good Knowledge and Skill in Providing Services, Providing useful information during banking operations,Supporting.Facilities and Environmentally Friendly, Number of branches of Nasasbah Service, Fast and Transparent Service in Customer Service. To know the consumer desire used method of Quality Function Deployment (QFD) that is method used to translate consumer desire into a product or service to ensure the achievement of customer satisfaction. From QFD processing result, the importance of service characteristic that needs to be improved is documentation and information problem with the highest importance weight that is 114,18.