Strategy for Improving Service Quality Through BYOND by BSI at Bank Syariah Indonesia KCP Samarinda Bung Tomo

Abstract

The purpose of this study is to analyze and identify the strategic approaches implemented by KCP in maintaining and improving the quality of customer service following the adoption of the BYOND super-apps application. The methodology used is a qualitative approach with a case study design. Data was collected through in-depth interviews, observation, and documentation techniques, which were analyzed using triangulation techniques based on the five dimensions framework of Service Quality (SERVQUAL). The main findings conclude that the strategy successfully implemented by KCP is the Integrated Service Quality Improvement Model. This model effectively combines a centralized digital system with strengthening human-touch at the branch level. Key practices identified include: Mandatory hands-on product mastery for employees; Innovation in delegating first responder roles to security personnel for Responsiveness efficiency; and Patient on-screen practical guidance for digitally illiterate customers to strengthen Empathy. These findings confirm the importance of integration between technological sophistication and human resource competence as the main key to the success of Islamic banking services in the digital era