THE STRATEGY OF DIGITAL SERVICE DIFFERENTIATION TO INCREASE SATISFACTION OF RETAIL THIRD PARTY FUNDS CUSTOMERS AT SHARIA BANK
Asep Ghofir Ali; Agus Rahayu; LA Wibowo; M.Adieb Sultan
Universitas Pendidikan Indonesia
Abstract
Nowadays, digital technology for banking cannot be ignored and has an important role in achieving business purpose. Digital technology brings up a big potential for product innovation and services which are difficult to control and predict. Therefore, the company needs dynamic tools to support their business by managing new kind of digital innovation process, so that strategy of innovation is necessary in providing services through giving fast response and simplicity solution for customers or prospective ones. Regarding that situation, sharia banking, needs business innovation strategy through digital services differentiation. The main purpose is to increase customers- satisfaction and the no ones as well, especially the customers who become retail third party funds. Meanwhile, the aim of this research is to assess, theoretically and empirically, the quality of relationship between the customers/prospective ones and the bank to analyze their satisfaction level at one of sharia banks in Indonesia towards its digital services.
Keywords: relationship, differentiation, customers- satisfaction, bank
Topic: Strategic Management, Entrepreneurship and Contemporary Issues