IMPROVEMENT SERVICE QUALITY WITH TRAINING AND HUMAN

RESOURCES DEVELOPMENT TO ATTRACT CUSTOMERS INTEREST IN BANK

RAKYAT INDONESIA (BRI) PADANG JATI, BENGKULU
FINAL REPORT

BY
Muhammad Tohari
(NPM : A0B013008)

DIPLOMA III ENGLISH STUDY PROGRAM

THE FACULTY OF TEACHER TRAINING AND EDUCATION
UNIVERSITY OF BENGKULU
2015

BAB 1
INTRODUCTION
1.1 Background
At this time the competition in the banking world in taking and grab the attention of customers
is getting tougher. Competition not only lead to in terms of offers of interest, however, has begun to
pay attention to several aspects in terms of service. By assumption, the better the services provided
by the bank to the customer, the bank will be greater opportunities to earn higher profits. This is
because there is a reason that, if a customer comfortable in the transaction in a particular bank, then
he can be said to be loyal to the bank. Not only that, the customer can also inform it to his
comrades, then of course there are going to be interested, then merge into the bank's customers.
Obviously the more customers, the benefits to be obtained by the bank will also be more and more
as well. Therefore, against the customer service is also one important aspect.
In this discussion I will define or limit the scope of the issues that I will discuss, in order not to
look worse discussion, namely regarding banking services to customers.
Before discussing more about bank services to customers, then we must first understand what
the bank. According to the Banking Law number 10 of 1998, the bank is an entity that collects
funds from the public in the form of savings and channel to community in the form of credit or
other forms in order to improve the living standards of the people. Bank is an institution that is very
important in the economy and the bank is also a service company that provides financial services to
the community.
Speaking of bank services, banking services is the main thing that had to be considered, which
is why many banks want to be considered good by the customer because the customer will become
a loyal customer to the product or service being offered. In addition, the bank also hopes that the
customer can introduce or promote the bank name to other communities as mentioned earlier, it is
certainly so that they are more able to know about a particular bank and could eventually become a
customer in the bank. It is a pleasure for the profits of bank. But in this case was the banks need to
pay attention to the customer, how to make the customers feel comfortable when the transaction, or
how that customers have become customer satisfaction in the bank. In providing good services, the
bank provides its own services, how to make clients feel comfortable by providing the means which
supports activities when transacting or if there are other banking activities.
BRI Bank branch Bengkulu city is one of the banks in the province of Bengkulu in addition
BRI are also other banks such as BCA, Mandiri, Bank Bengkulu, BNI and Mega. As one of the
government-owned banks and large Banks in Indonesia, BRI banks are required to provide good
service to its customers for services to be one important part of a bank. one of the problems faced
by banks

is

bad

BRI

Bengkulu

branch

banking

services

provided

to

consumers.

Deputy Governor of Bank Indonesia, Hadad (http://economy.okezone.com), states that the

national banking industry faces competition nonbunga. Banks are required to provide maximum

service to the customers in order to earn income nonbunga (fee based income). Hadad stated that
the bank could provide maximum service will be the winner. Competition has begun to leave the
competition tribeinterest (savings and loan). The banking industry has entered an era of
nationalprefer the new service.
Quality of service is very important to be able to compete, especially in getting funding
(Haryanto, 2010). Satisfactory service although expensive, would be a bone of contention. Haryanto
also refer to the survey Frontier 2000, which states that 69% of the causes of customers run from
the bank is due to service.
According to one of customers BRI Bank branch Bengkulu city, Wirdaningsih, that has become
a bri bank customer for 10 years, who were interviewed said that a decline in the quality of
services provided by the BRI Bank branch Bengkulu city during this period of 3 years. Services of
Bank BRI branch Bengkulu city known long queue, and complaints on service personel .
Besides Wirdaningsih the author interviewed about services BRI Bank branch Bengkulu city,
the costumer BRI Bank branch Bengkulu city the author interviewed also that H. Abdullah, who has
been a customer for 5 years, H. abdullah also said about the declining quality of service that is
given BRI , in addition to the long line of problems faced is the problem of the lack of good service
officer given. H. Abdullah also said the cause of the long line at the bank branch bri bengkulu is
caused due to lack of tellers who were there, at the bank branch bri bengkulu only have 3 teller it is
not comparable with existing customers.
Based on the problems, then the writers is interested in how to improve the quality of service at
Bank BRI branch of Bengkulu city, the writer has chosen " IMPROVEMENT SERVICE
QUALITY WITH TRAINING AND HUMAN RESOURCES DEVELOPMENT TO
ATTRACT CUSTOMERS INTEREST IN BANK RAKYAT INDONESIA (BRI) PADANG
JATI, BENGKULU as title of this final report.
1.2 Statment of The Problem
The problem of this paper is : "What training and human resources development can be done to
improve the quality of services to attract customer interest in the BRI branch Bengkulu ?"
1.3 The Objectives of The Paper
As for the purpose of the study is to analyze the technique of training and human resources
development that can be done to improve the quality of services to attract customer interest in the
BRI branch of Bengkulu city.
1.4 Significance of The Paper
As for the expected benefits of this research are:
1. As an input or information to Bank BRI branch of Bengkulu on technique of training and
human resources development that can be done to improve the quality of services provided so
as to attract customer
2. Contribute information and knowledge to those who need
1.5 Definition of Key Terms

There are two key terms of this report; they are services and improve. Each of them has different
definition and as explain below ;
Services is the action of helping or doing work for someone
Improve is make or become better

BAB II
LITERATURE REVIEW
2.1 Definition of Service
According to Kotler (2002: 83) definition of service is any action or activity that can be offered
by one party to another, which is essentially intangible and does not result in any ownership. Production
may be linked or not linked to a physical product. Service is the behavior of producers in order to meet
the needs and desires of consumers in order to achieve customer satisfaction in itself. Kotler also said
that the behavior can occur during, before and after the transaction. In general, a high level of service
that will generate high satisfaction and repeat purchases more frequently.
Quality is a dynamic condition that affects the products, services, people, processes and
environments that meet or exceed expectations (Tjiptono, 2001).
The word quality contains many definitions and meanings, different people will interpret it
differently, but from some definitions that can be encountered have some similarities though only the
delivery method alone is usually found on the following elements:
1. The quality or superiority includes business meets customer expectations.
2. Quality includes products, services, people, process and environment
3. Quality is a constant state of change

From the definitions of quality of service can be concluded that the quality of service is any
activity carried out by the company in order to meet consumer expectations. Services in this case is
defined as a service or a service that is delivered by the owner of the service in the form of convenience,
speed, relationships, abilities and hospitality addressed through attitude and the nature of providing
services to customer satisfaction. Quality of service (service quality) can be determined by comparing
the perceptions of consumers of services, which obviously they have received / obtained with the actual
service they expect / want to attribute the service of a company.
2.2 Definition of Bank
understanding of banks according to the Law of the Republic of Indonesia Number 10 of 1998,
it can be concluded that the banking business includes three activities, namely to raise funds, funds, and
provide other banking services. Activities of collecting and distributing funds is the main activities of
banks while providing other banking services only support activities. Activities to raise funds, in the
form of raising funds from the public in the form of demand deposits, savings, and time deposits.
Usually he was given such an attractive remuneration, flowers and gifts as a stimulus for the community
to be more pleased save. Activity funds, in the form of lending to the public. While other banking
services provided to support the smooth operation of the primary.
2.2.1 Types of Bank
1. Central Bank, the bank publishes its work in banknotes and coins as legal tender in the country and
maintain a cash conversion referred to gold or silver or both.
2. Commercial Bank, the bank that not only can lend or invest the various types of savings are gained,
but also can provide a loan of creating its own demand deposits.
3. Rural Banks (BPR), which is a bank conducting business in a conventional or based on sharia
principles in their actions do not provide services in payment traffic.
4. Islamic Bank, the bank that operates on the principle of profit sharing (according to the rules of
Islamic teachings on usury laws).
2.2.2 The Types of Services the Bank
1. The classic bank services
Classic bank services are services provided by banks in a simple or can be manually when compared to
what it is today. In the past banking services clients in the transaction, such as a deposit or withdraw
money should go to a particular bank branch office. And it could happen simultaneously, so it will look
complicated due to the many customers who want to do the transaction, it will force the customer to

queue for hours to deposit or withdraw money.

2. The modern banking services
In the modern era today, where increasingly diverse human needs and desires, then the bank as a
financial service provider must be able to deliver what the customer wants. Banks are required to be
able to improve its service for example with the innovation of products and services, in order to
maintain service quality standards in order to still be able to satisfy the customer.
2.2.3 Bank BRI branch of Bengkulu City
Bank Rakyat Indonesia (People's Bank of Indonesia, commonly known as BRI or Bank BRI) is one of
the larger banks in Indonesia . It specialises in small scale and microfinance style borrowing from and
lending to its approximately 30 million retail clients through its over 4,000 branches, units and rural
service posts. It also has a comparatively small, but growing, corporate business. As of 2010 it is the
second largest bank in Indonesia by asset.[4]
BRI is the oldest bank in Indonesia, tracing back since 1896. It is currently 70% government owned
operating company (Persero) and has been government-owned for the entire period since the war of
independence (1945 to 1949) to November 2003, when 30% of its shares were sold through an IPO.
History Of Bank BRI
BRI was founded in 1895, during the Dutch colonial period as De Poerwokertosche Hulp en Spaarbank
der Inlandsche Hoofden (Help and Savings Bank for Purwokerto's Aristocrats) by Raden Bei Aria
Wirjaatmadja in Purwokerto, Central Java. It then underwent its first (of many) name changes to Hulp
en Spaarbank der Inlandsche Bestuurs Ambtenaren (Help and Savings Bank for Local Civil Servants).
Going through several name changes, its final name during the colonial period was Algemene
Volkscredietbank (People's General Credit Bank, AVB) in 1934. This translates loosely into Indonesian
as Bank Rakyat Serikat. At this point it was one of the largest institutions in the (then) colony.
The bank's operations were affected by the Japanese occupation during the 1942 to 1945 period of
World War II, including a further name change to Shomin Ginkou (People's Bank). After the Indonesian
declaration of independence, on 17 August 1945 the bank was officially nationalised by the new
government and then renamed Bank Rakyat Indonesia Serikat.
As a bank, wholly owned by the government, BRI's structure then largely followed government whim,
which moved rapidly towards socialism under President Sukarno and then to state authoritarianism

under President Suharto. This involved being folded into, and then out of, Bank Indonesia (now the
central bank of Indonesia). BRI gained its current name and status in 1992.
BRI was nearly unique in Indonesia in the East Asian financial crisis of 1997, in that its operations were
largely unaffected. This was because it had very little, if any, lending in foreign currencies or to the
large corporations that had been borrowing heavily overseas, as most of the other large Indonesian
banks had.
Since then BRI has been concentrating on increasing its core business and improving its risk
management practices. As part of the reformasi (reform) process in Indonesia since 1998, the
government has been steadily reducing its influence on the Bank's day-to-day operations, culminating in
its IPO. It is also seeking to comply with the Basel II accords, as mandated by Bank Indonesia, by 2008.
During period of 2006-2011 its assets have jumped almost 62 percent. The bank topped the list of the
nations most profitable banks for six years, recorded assets of Rp 249.56 trillion (US$28.6 billion) in
2010, up from Rp 154.72 trillion in 2006.
In April 2014, BRI contracted with Space Systems/Loral and Arianespace to respectively build and
launch their first satellite, a 3,500 lb (1,600 kg) C- and Ku-band spacecraft dubbed BRIsat, set to launch
in 2016 and intended to link the bank's geographically isolated branches.
2.3 Characteristics of Good Service
good service has its own characteristics. In this case, the bank uses the criteria to establish the
characteristics of a good service that is driven by several contributing factors that directly influence the
quality of services delivered. The first is the human factor that provide such services. Humans
(Customer Service Officer) who serve customers should have the ability to serve customers accurately
and quickly. In addition, Customer Service Officer should have the ability to communicate, manners,
friendly, and take full responsibility for its customers.
The second factor is the availability of facilities and infrastructure that support the speed,
precision, and accuracy of the work. Owned facilities and infrastructure must be completed by the latest
technological advances. In the end, this infrastructure is operated by qualified human. Thus, supporting
the above two factors, mutual support to each other. Once there are contributing factors that affect the
quality of service, forming characteristics of good service, among others, as follows:
1. Responsibilities
In the course of service, Customer Service Officer responsible should be able to serve each customer
from start to finish. Customers will feel satisfied if they feel the responsibility of the Customer Service

Officer. If there are customers who are not served completely would be a bad image for the bank.
Customers who are not satisfied is always talk about the negative things about the bank, and usually an
evil will grow faster than good.

2. Responsive
A Customer Service Officer should be able to serve saecara quickly and precisely. In serving customers,
Customer Service Officer must do so in accordance with procedures specified bank services. The
services provided must be on schedule and do not make mistakes (according to the procedure bank and
the customer wishes). Serving rapid means to serve the normal time limit. Service for each transaction
already has a standard time, but employees also must be good to set the time and do not talk things out
of context excessive work at the time of serving the customer. While serving as a proper means not to
errors both in terms of discussion and work. The process is too long and convoluted will make
customers become lazy at home and reconnect.
3. Communicative
Able to communicate meaning Customer Service Officer should be able to quickly understand the
customer desires. In addition, Customer Service Officer must be able to communicate in a language that
is clear and easy to understand. Komunukasi should be able to make nasbah happy so if the customer
has a problem, the customer did not hesitate to bring it to the Customer Service Officer. Able to
communicate well will also make every problem becomes clear that no misunderstandings arise.
5. Skills
To become a Customer Service Officer who specializes in serving customers, customer service must
have the ability and specific knowledge. Because the task of customer service are always in touch with
the customer. Customer Service Officer should be educated specifically about the ability and knowledge
to deal with customers and the ability to work.
6. understanding
Trying to understand the needs of customers hgarus employee means responsive to what is desired by
the customer. Try to understand and understand the wants and needs of customers appropriately.
7. hospitality
Hospitality is a positive attitude and respectable behavior should be shown to every customer. Bank
employee must establish kermahan and familiarity to customers, so that customers feel happy and
comfortable when dealing with bank employees.

2.4 foundations in providing good service

Qualified employees
The existence of a good leader, a good system, good management but without the presence of a
qualified employee, then the organization will not be able to provide good service. This is where the
role of guidance or motivation needed to give birth to a qualified employee resources.
Complete Infrastructures
Completeness of good infrastructure will greatly assist employees in providing optimal service to
customers.
Responsible to each customer from start to finish
We should give utmost care to customers without the slightest ignore it and keep trying to give full
attention to him in dealing with complaints. Do not forget one thing, that does not leave before
consumers really feel complete.
Serve quickly and accurately
Serve quickly is not enough. The accuracy in serving customers is also important. Although our
services precisely according to customer wishes but if less quickly, then the customer will be less
satisfied. Vice versa. Therefore, the customer will provide more value if we can serve them quickly and
accurately.
Effective Communication
Ability to communicate effectively to customers is absolutely necessary. Able to answer customer
questions with good and friendly, answering customer complaints and communication transactions are
being done properly.
2.5 The purpose and benefits of good service
The objective is to provide the excellent service that can meet and satisfy customers or the public, and
provide customer service to focus. Excellent service in the public sector is based on the axiom that
"service is empowerment". Services on profit-oriented business sector, while excellent service in the
public sector aimed at meeting the needs of society as very good or best.
Improvement of public sector services is an urgent need as a key to the success of the reform of state
administration. Excellent service aims to empower people, not overreach or burden, thereby increasing
the confidence (trust) against the government. Trust is the capital of cooperation and community
participation in development prograExcellent service would be beneficial for improving the quality of

public services as a customer and as a reference standard formulation development services. Service
providers, customers or stakeholders in service activities will have a reference of the form, reason, time,
place and process appropriate services.
2.6 Impact of banking services is not good
Sometimes there is also found that the bank bad service. Actually not a bank, which emphasizes
that, sometimes it's own bank employees who are not doing a good job, consider trivial to customers
who come into the bank. Obviously this is very big impact both on clients who do not get good service,
as well as to the health of the bank and the bank itself. How not, when a bank employee serving
customers with no attention to the rules, or let us say for example, a customer services not considering
complaints from customers, at first it will have a direct impact to the customer because they can not get
help they need from the bank employees, will but through this, then the loss will also have an impact on
the bank. It could be that the customer is upset because he ignored, eventually he no longer wants to be
the customer in the bank. In fact he also will make information about the bank's bad to the public. If this
has happened, then the bank prepared to painstakingly returned to build public confidence in the banks.
This is so that the bank is able to find out how customers feel about the services performed in
the bank, from which the bank can improve the quality of performance and pelayannannya way,
customers will feel that their satisfaction is met when they get what they want at the time they
Satisfaction given by banks to those customers will be able to generate customer loyalty and loyal
customers do more activity
The bank is used. They also keep their funds in the bank more satisfying them. All were very
influential on a lot of advantages for banks. For the bank as a financial service provider must use its
best endeavors to meet the desires of customers in terms of service.