Analysis Of Islamic Bank Customer s Satisfaction Using Importance Performance Analysis (IPA)

Transcription

1 Muhammad Tho'in / ADRI International Journal of Marketing and Entrepreneurship 1 (2017) ADRI International Journal of Marketing and Entrepreneurship 1 (2017) Analysis Of Islamic Bank Customer s Satisfaction Using Importance Performance Analysis (IPA) ISSN : (online) ISSN : (print) Muhammad Tho'in STIE-AAS, Surakarta, Indonesia thoinsyakira@yahoo.com Received February 2017; accepted April 2017; published online may 2017 Abstract. This study aims to determine about customer satisfaction related with s ervices that has been provided by the Islamic banks (Bank Mega Syariah, BNI Syariah and Bank Syariah Mandiri in Surakarta), judging from service quality that includes variables Compliance, Assurance, Reliability, Tangible, Empathy, Responsiveness Analyzed by Importance Performance Analysis (IPA). The type of research instrument used is questionnaire. The data used is the data taken from questionnaires qualitative and quantitative data. To obtain the answer in the form of quantitative data is, it is processed statistically by using a Likert scale of measurement. Populations of this study are all of Sharia Bank customers in Surakarta. While the sample uses accidental sampling method. Data collection method uses the data of primary and secondary data. Data analyzing method used to test the validity and reliability testing. Result of this Researh shows that attributes the which need attention and Become the main priority in quadrant A repair is that sobriety, Bank have employees who can be trusted, and the accuracy of the which is the Bank provide services According to the promise. Based on calculations by using the suitability, the level of service quality on customer satisfaction Islamic banks Reached a value of 96.58%. Reviews These values are in the range of %. Overall, therefore, the customer is satisfied with the performance of services in Surakarta Islamic commercial bank. Keywords: Quality of Service, Importance Performance Analysis (IPA), Customer Satisfaction

2 Muhammad Tho'in / ADRI International Journal of Marketing and Entrepreneurship 1 (2017) I. INTRODUCTION Services are very much needed by the community. One company that is engaged in the service is banking. In carrying out any duties banking needs the trust of customers because one of the functions of banks is as intermediary institutions or more as a middleman between the owner of the funds that need funding. So as to obtain the trust that the banks should be able to work professionally as expected by customers ranging from the financial point of view, in terms of service, and marketing strategies should be properly managed, as well as banking should also be more creative in generating new products that the public wants or customers(wajdi, 2016). Financial services authority in the banking statistics of Indonesia, said that the development of banking in Indonesia until November 2014 recorded the number of commercial banks stood as many as 119 with its number as many as 19,780 banks, it decreased from the previous year as many as 120 banks, while for banks sharia, there were 12 Islamic banks with its number of 2,147 offices, in terms of growth, adding that Islamic banks suffered in the previous year, there were 11 Islamic banks stand. If the terms of the assets, the conventional bank has assets of 5,511,136 billion, while for the Islamic bank has assets of billion ( Along with the development bank in Indonesia both conventional banks and Islamic banks have an impact on free competition in enhancing the competitiveness and the facilities offered to obtain the results expected by each company. Free trade is happening currently lead every company must face stiff competition. Increasing the intensity of competition and number of competitors, requires companies to always consider the needs and desires of customers and try to meet the customers' expectations by providing services more satisfactory than that made by a competitor. Wijaya (2011) states that high satisfaction of the consumer creates a certain emotional attachment to brands and rational preference. High satisfaction will drive loyalty are high that many organizations aim to achieve total customer satisfaction. Satisfy consumer desires can be done by identifying customer needs and expectations or perceptions of target customers. Customer satisfaction is a key to successful financial institutions in the long term. If the customer is satisfied with the quality of services provided, most likely the customer will tell positive things to others about the financial institution. Conversely, if customers are not satisfied, then they will be a tendency to complain, tell the bad experience to others and they can sue the financial institution. In line with these opinions in Raharso Barlow stated that the complaint was a gift from a customer and not a threat (Maulana, et al, 2012). One way to measure the quality of service is to apply the Importance Performance Analysis (Analysis of Interest and Performance). The analytical method used is the quadrant analysis is used to determine consumer response to the attributes that are plotted based on the level of interest and performance of each attribute. Based on further analysis of this quadrant can be seen from the location of each of the variables that are in different quadrants, so that can know what variables that need to be improved and more attention.(sekolah Tinggi Agama Islam At-Tahdzib, 2016) Quality control services need to be done so that the services rendered always maintained its quality. To determine the quality of service perceived as real by customers given the size of customer satisfaction which is located on five dimensions of service quality (Parasurarman, in Tjiptono, 2005: 133), namely reliability (reliability), responsiveness (responsiveness), assurance (assurance), empathy (empathy), and the physical evidence (tangibles), then add one point that adherence to Islamic law (compliance). Based on the description of the purpose of this research was to determine how customer satisfaction with the services that have been provided by the Syariah Bank (Bank Mega Syariah, BNI Syariah and Bank Syariah Mandiri in Surakarta). So by doing the analysis can be seen the extent to which customers are satisfied with the service rendered by the Islamic Bank for this. Thus, the expected results of this study can be used as an evaluation for Bank Syariah others in decision-making to improve and enhance service quality. Quality of Services In everyday life we often hear people talk about quality, for example regarding the quality of most of the product mix that better abroad than domestically. The definitions of quality is an attempt by the company to show everyone that require operational definition of quality. The operational definition is a description of the measures quantified on what is being measured and the steps that need to be done to measure consistently. The purpose of this measurement is to determine the actual performance of the process (Tjiptono, 2000: 12-13). Although there is no definition of a universally accepted quality, which in terms of quality there are elements

3 Muhammad Tho'in / ADRI International Journal of Marketing and Entrepreneurship 1 (2017) which are as follows: First, Quality includes an attempt to meet or exceed customer expectations. Second, the quality of services covering products, people, processes, and the environment. Third, the quality is a constant state of change Based on these elements, Goetsh and Davis (1994) makes the definition of that quality is a dynamic condition related to products, services, people, processes, and environments that meet or exceed expectations (Tjiptono and Diana, 1998: 3-4). Lewis and Booms (1983) cited in the Tjiptono (1997), quality of service is a measure of how good a given level of service that is able to correspond with customer expectations (Wijaya, 2011: 152). There are two main factors that affect the quality of services, the expected service and perceived service according to Parasuraman, et al., (1990). If the services received or perceived (perceived service) as expected, then the perceived service quality is good and satisfactory. If the services received exceed customer expectations (expected service), then the quality of service perceived as an ideal quality. Conversely, if the service received is lower than expected, then the perceived poor quality of services. Thus whether or not the quality of service depends on service providers' ability to meet the customer expectations consistently (Harish, 2014). Importance Performance Analysis (IPA) According Tjiptono (2011) in the journal Gupta and teak (2014) This technique was first proposed by Martilla and James in 1977 in their article "Importance Performance Analysis", published in the Journal of Marketing. In this technique, the respondents were asked to rate the level of importance and performance of the company, then the value of the average level of interest and performance is analyzed on the Importance-Performance Matrix, which the x-axis represents the perception, while the y-axis represents hope. Then the results will be obtained in the form of four quadrants according to the picture below: Cartesius Diagram Ῡ Importance Main Priority A Low Priority C Achievement Defense B Over D X Implementation (Work/Satisfaction) Fig. 1 Importance Performance Analysis The interpretation of the quadrant tersebuat are as follows: 1 Top Priority (Concentrate Here) considered important or expected consumers, but the company's performance rated unsatisfactory so the company needs to concentrate to allocate its resources to improve performance coming in this quadrant. 2 Preserve Achievement (Keep Up The Good Work) considered important and desirable as an additional factor of customer satisfaction so that the company is required to maintain the performance achievement. 3 Low priority (Low Priority) considered to have the perception or the actual performance levels are low and not too important or not so expected by consumers so that companies do not need to prioritize or pay more attention to these factors. 4 Overuse (Possibly Overkill) considered less important and less expected by the customer so that companies better allocate resources related to the factor to another factor which further has a higher priority level. Customer Satisfaction The required quality in the provision of products or services to customers. A quality product is a product that has the specifications that suit the needs of consumers, causing consumers to feel satisfied. For companies that are engaged in the service, satisfying the needs of customers to a company's quality of service (service quality) to customers (Wijaya, 2011: 152). Customer satisfaction (customer) actually still abstract. Achievement of satisfaction can be a simple process, complex or complicated. In this case the role of each individual in a service encounter is very important and influential to the satisfaction of the established (Hartanto, 2010). Satisfaction or dissatisfaction is feeling happy or disappointed someone who comes from a comparison between his impression of the real or actual product performance with the performance of the expected product (Sangadi and Sopiah, 2013: 180). Kotler (2006) in Wijaya (2011), defines customer satisfaction is the level of one's feelings after comparing the performance (results) that he felt compared with expectations. Another opinion was that Robledo (2001) in Astuti (2009) stated that

4 Muhammad Tho'in / ADRI International Journal of Marketing and Entrepreneurship 1 (2017) customer satisfaction is defined as the difference (gab) between perceptions and expectations of consumers, while customer satisfaction is the customer's feelings when receiving and getting a feel of bank services (Dharmayanti, 2006). So that the satisfaction criteria in terms of the opinion Robledo (2001) in Astuti (2009), Measurement of customer satisfaction according to Kotler in Wijaya (2011), identifies into four methods are as follows: 1) The system of complaints and suggestions Each customer-oriented organization (customer oriented) should provide ample opportunity for the subscriber to submit suggestions, opinions, and their complaints. In this system the media used to be a suggestion box placed at strategic locations, toll-free phone line, website, etc. Based on the set of characteristics, this method is passive, as companies wait for customer initiatives for the redress of grievances or opinions. Therefore, it is difficult to get a complete picture of customer satisfaction or dissatisfaction regarding this manner. 2) Ghost Shopping One way to get a picture of customer satisfaction was to hire a few people (ghost shooper) to act or behave as potential customers or buyers of the company's products and competitors. Then they reported his findings about the strengths and weaknesses of the company's products and competitors based on their experience in purchasing these products. 3) Lost Customer Analysis This method is done by contacting those customers who have stopped buying or have moved supplier in order to understand why it happened and to be able to take further policy improvements or enhancements. 4) Customer satisfaction survey Through the survey, the company will obtain responses and feedback (feedback) directly from customers and also give a sign (signal) is positive that the company pay attention to its customers. Of exposure above if it is associated with banks can be concluded that the expectations and perceptions affect customers (subscribers) in determining the bank's products. If the selection of the products offered in accordance with the expected customers, then they will be satisfied and they are more likely to feel comfortable with the bank because the perception is very good. II. RESEARCH METHODS In this study the type of research instrument used was the questionnaire method (questionnaire). The data used is qualitative data diangkakan form of questionnaires and quantitative data. To obtain the answer in the form of quantitative data to be processed statistically by using a measurement scale is Likert scale. All customers Islamic Banks in the region of Surakarta is population. The sample used in the current research is to use accidental sampling method. III. METHOD OF COLLECTING DATA Sources of data in this study is a type of primary data. Primary data is data obtained or collected directly in the field by people doing research or concerned that require it (Hasan, 2002: 82). Type of primary data used in this study was a questionnaire given to customers sharia banks, namely Bank Mega Syariah, BNI Syariah and Bank Syariah Mandiri in Surakarta. The secondary data used in this research is to reinforce the theoretical basis and as a reference in a research study that has been done before. IV. DATA ANALYSIS METHOD Validity and reliability tests used in the initial step of this study, in which the validity of the test can be done by comparing the value of r count (corrected item total correlation) with r table. If the value of r count> r table and the value of r is positive, then the item or question is said to be valid, Ghozali (2005). While the instrument reliability test was something trustworthy enough to be used as a means of collecting data for the instrument is quite good. Reliability tests performed using Cronbach Alpha coefficients. According Ghozali (2005) The instrument can be said to be reliable (reliable) when it has a coefficient of Cronbach alpha> 0.6. Reliability testing is done by menggukan SPSS 17 for Windows. Further data analysis technique used in this research is to apply the method of Important Performance Analysis by performing quadrant analysis to show the relationship between the assessment of the level of interest and the level of performance. Stages in Importance Performance Analysis is the following (Supranto, 2001): 1. Calculation of Conformity (workers,) between the levels of performance and expectations

5 Muhammad Tho'in / ADRI International Journal of Marketing and Entrepreneurship 1 (2017) Calculation of average performance and expectations of all customers 3. Calculation of average performance and expectations of all attributes 4. Translation of each attribute served in Cartesian diagram is divided into four quadrants and restricted. V. RESULTS AND DISCUSSION The results of testing the validity and reliability that has been given as many as 90 questionnaires to customers of Islamic banks with regard to the validity of a statement which is known to test results reliable instrument on each variable indicates that the instrument has been reliable, with average values (means) is compliance (0.683 ), assurance (0644), reliability (0604), tangible (0778), empathy (0666), responsiveness (0.621) and customer satisfaction (0.828) where the value generated exceeds 0.6, so that based on these test results can be seen that all item question that has been given to bank customers can be said to be reliable. As for testing the validity shows the results of the questionnaire amounted to 27 items and totaled seven variables showed that the value of r-count all generated exceeds r-table amounted to 0.207, therefore it can be said the entire statement item is valid, so no items were rejected or lost in this testing. Research result Before you can perform analysis with methods Important Performance Analysis to test the validity and reliability of research instrument. Based on the results obtained validity and reliability that all grains instrument of this research has been declared valid and reliable, so that the instrument can be used for further analysis. Importance Performance Analysis is used to look at the extent to which the level of customer satisfaction with the services that have been provided by a bank officer. The analytical method used is the analysis of the quadrant. (Supranto, 1997: 241) quadrant analysis is a structure that is divided into four sections bounded by two lines that intersect perpendicularly. To apply quadrant analysis by calculating the average score of the performance and interests. Based on the calculation can be seen in the table below: Calculation Results The Average Rate of Interest and The Islamic Bank Performance Variable Statement Level Average Average Suitability Tki (%) Satisfaction Level Xi Importance Yi Compliance C1 Islamic principles of governance 94.82% C2 Islamic services 98.09% C3 The absence of the element of usury 95.26% C4 Principles for the results 98.31% Assurance A1 Professional employees 93.70% A2 Employees friendly 94.78% A3 Equanimity 91.80% A4 Easy to access 97.37% Reliability R1 Easiness 98.93% R2 Speed % R3 Accuracy 93.55% R4 Security 96.90% Tangibility T1 Neat appearance employee 97.13% T2 Modern fixtures 95.83% T3 Appropriate facilities 95.03% Empathy E1 Genuine concern 97.20% E2 Understanding the specific needs 97.65% E3 Service profitable products 98.61% E4 Low service costs 95.42% E5 Operates at the right time 99.16% E6 Strategic location 96.14% Responsiveness R2 Willingness to help customers 97.87% R3 Clarity of information 97.54% R4 Responding to complaints 96.49% Average 96.58% Table. 1 Calculation Results the Average Rate of Interest and the Islamic Bank Performance Level of Compliance The level of conformity is the result of a comparison between calculating performance scores and scores of interests, so that the level of conformity is used to determine priorities and priority repair service to achieve customer satisfaction (Yola, 2013). Based on the calculation of rate of Conformity (TKI) in the table above, it is obtained value level according to an average of 96.58% by having a range of values that are in the range of 91.80% to %. Attributes

6 Muhammad Tho'in / ADRI International Journal of Marketing and Entrepreneurship 1 (2017) that have a value of 91.80% is Peace of Heart customers. This shows that sobriety is the Bank Syariah it is still not in line with expectations of customers that need improvement and attention of Bank Syariah. Attributes that have a value of % is the speed that the bank does what it promises to customers in a timely manner. At this attribute indicates the value of the ability to understand and accept the suggestions are much as consumer expectations, but still need to be considered and maintained quality. The relationship of correspondence between the level of interest and the level of performance is very good and appropriate, it is supported by the opinion of Sudaryanto (2007) if the percentage of % can be said that the suitability of the performance of each attribute has been able to meet the expectations of consumers but still needs to be improved again. Percentage> 100% can be said to have exceeded the performance of these attributes to consumer expectations. The average performance level of 3.95 and an average interest rate of 4:09. The average value will be used in determining the Cartesian diagram (Importance Performance Analysis) which is divided into four quadrants covering quadrant A main priority, keep achievement quadrant B, C quadrant quadrant D low priority and redundant. Translation of attributes based diagram Importance Performance Analysis Cartesian diagram is a structure that is divided into four sections bounded by two lines that intersect perpendicularly at the points (x, y), where x is the average of the scores level implementation of all these factors and y is the average of the average -rata score level interests of all the factors that affect customer satisfaction, Supranto (2011). Elaboration quadrant Importance Performance Analysis can be seen in the figure below: Fig. 2 Quadrant Importance Performance Analysis As for the location of the quadrant depicts different circumstances, mapping based on the level of interest and the level of performance allows the restaurant to immediate repair of attributes that are considered important by consumers within a relatively close. Each quadrant is explained with the following interpretation: Quadrant A (Priority) In this quadrant describes the factors that are considered important and desirable consumers, but the performance of the producers not to give satisfaction to what consumers expect optimally, so make consumers feel disappointed. These dimensions which need to be prioritized for repair. Attributes included in quadrant A, among others Equanimity that the Bank has an employee who is trustworthy and Accuracy: Bank to provide services according to the promise. Quadrant B (Preserve Achievement) Quadrant B is the quadrant that most expected by customers, these attributes are in accordance with the perceived and as factors that are considered important and are expected as an additional factor of customer satisfaction so that the company is required to maintain the performance achievement. The figure shows that there are nine attributes included in the quadrant B. The attributes include employee friendly, easily accessible, Ease, Speed, Security, employees look neat, Understanding the specific needs, willingness to help customers, and responded well to complaints or complaints. Quadrant C (Low Priority) Quadrant C there are factors that are considered to have the perception or the actual performance levels are low and not too important or not so expected by consumers so that companies do not need to prioritize or pay more attention to these factors. The figure shows that there are 10 attributes included in the quadrant C. The attributes include governance principles of sharia, not the element of riba, Principles for the results, professional employees, modern equipment, or equipment, appropriate facilities, genuine concern, service fee low, Operates at the right time, and the location is strategic. Quadrant D (Redundant) considered less important and less expected by the customer so that companies better allocate resources related to these factors to other factors that more have a higher priority level. The figure shows that there are three attributes that are

7 Muhammad Tho'in / ADRI International Journal of Marketing and Entrepreneurship 1 (2017) included in quadrant D. The attributes include Islamic Services, Service profitable product and Clarity of information. VI. CONCLUSION Based on the results of this study concluded that the attributes that need attention and become the main priority is the improvement quadrant A Equanimity is that the Bank has an employee who is trustworthy and Accuracy: Bank to provide services according to the promise. Based on calculation by using the suitability of the level of service quality on customer satisfaction Islamic banks reached a value of 96.58%. These values are in the range of %. Overall, therefore, the customers are satisfied with the service performance of Islamic Banks in Surakarta. REFERENCES [1] Astuti, Septin Puji, et al., "Improving Service Quality in Bank Syariah; Research with Fuzzy Servqual and Dimension Carter ", Journal of Business Management, 2009, vol. 2. [2] Dharmayanti, Diah, "Impact Analysis Service Performance and Satisfaction As a Moderating Variable Customer Loyalty", Journal of Marketing Management, 2006, vol. 1. [3] Ghozali, Application Analysis Multivarariate With SPSS, Semarang: Diponegoro University Board Publishers, [4] Harish, Azka M., et al., "Proposed Improvements using the Service Quality Dimensions Banking Service Quality by the Method of Service Quality (Case Study in Bank X)", National Institute of Technology Online Journal, 2014, Vol. 2. [5] Hartanto, Juzan Tri, "Influence Analysis of Banking Service Quality Customer Satisfaction (A Case Study of PD. BPR Bank Jogja)". Management Program at Gunadarma, [6] Hasan, M. Iqbal, Principal Materials Research Methodology and Applications, Jakarta: Ghalia Indonesia, [7] Maulana, Yassyir, et al., "Influence Analysis Servqual Satisfaction And Loyalty Students (A Case Study of the Mechanical Engineering Department at the University of" XYZ ")". Journal Miller, Cyndee "Moving Production to Services". New Jersey: Prentice-Hall, Englewood, Inc. 2012, vol. 3. [8] Oscar Ong, Johan and testifying, Teak, "Analysis of Customer Satisfaction With Sbu Importance Performance Analysis in Laboratory Cibitung Sucofindo Pt (Persero)", Semarang: Diponegoro University, 2014, vol. IX. [9] Otoritas Jasa Keuangan, Indonesian Banking Statistics, , Vol. 12. [10] Sangadji Etta Mamang and Sopiah, "Consumer behavior", Yogyakarta: CV. Andi Offset, 2013 [11] Sudaryanto, S., "The Economics of Soybean in Indonesia, Agency for Agricultural Research and Development". Bogor: Center for Food Crops Research and Development, [12] Supranto, J., "Multivariate Analysis and Interpretation of Meaning", Jakarta: Rineka Copyright, [13], "Level of Customer Satisfaction Measurement", Jakarta: Bineka Copyright [14] Tjiptono, Fandy, "Principles of Total quaiity Service", Yogyakarta CV. Andi Offset, [15] Tjiptono, Fandy and Anastasia Diana, "Total Quality Management", Yogyakarta: Andi offset, [16] Tjiptono, F. and Chandra, G., Service, Quality, and Satisfaction, Yogyakarta: Andi Offset [17] Wijaya, Tony, "Quality Management Services", Jakarta: Index, [18] Yola, M dan Budianto, D., "Analysis of Consumer Satisfaction Service Quality And Price Products At Supermarket Method Using Importance Performance Analysis (IPA)", Journal of Industrial System Optimization 12 (2): , [19] Sekolah Tinggi Agama Islam At-Tahdzib, M. B. N. (2016). At- Tahdzib : jurnal studi Islam dan muamalah. AT-Tahdzib: Jurnal Studi Islam dan Muamalah (Vol. 4). Retrieved from e/view/2369 [20] Wajdi, M. B. N. (2016). Spiritual Counseling As An Alternative Problem Solving. Educatio : Journal of Education, 1(2), Retrieved from 27