TRANSFORMATION AND REVITALIZATION OF SERVICE QUALITY IN THE DIGITAL ERA OF REVOLUTIONARY DISRUPTION 4.0

ISSN 2356-3966 E-ISSN: 2621-2331. I..K. SIla, I.A.O. Martini. Transformation and Revitalization of Service Quality… . JURNAL ILMIAH MANAJEMEN BISNIS DAN INOVASI UNIVERSITAS SAM RATULANGI (JMBI UNSRAT) TRANSFORMATION AND REVITALIZATION OF SERVICE QUALITY IN THE DIGITAL ERA OF REVOLUTIONARY DISRUPTION 4.0 I Kadek Sila, Ida Ayu Oka Martini Universitas Pendidikan Nasional ARTICLE INFO Keywords: Transformation, Abstract: Banking services are currently experiencing changes in the midst Revitalization, Service Quality, of technological advancements that have changed people's behavior to use Digital Era, Revolution 4.0, digital technology in everyday life and have even become a lifestyle, especially for the millennial. This change requires the BPR to carry out a Banks transformation and revitalization of service quality in the era of digital disruption revolution 4.0. The aim of this study was to describe the readiness, strategies, and inhibiting factors faced by Banks in conducting the Transformation and Revitalization of Service Quality in the Digital Era Revolution 4.0. The results of this study from interview, observation, documentation are the preparation in conducting Transformation and Revitalization of Service Quality in the Era of Digital Disruption Revolution 4.0 are done step by step, by implementing partnership and collaboration strategy, internal reinforcement, digital innovation and improving the quality of people, product, and process so banks have the competitiveness and competitive products in the era of digital revolution. Capital and human resources are factors in the development of digital-based product and service innovations that were demanded in the Revolution 4.0 era. Kata Kunci: Transformasi, Revitalisasi, Kualitas Pelayanan, Era Digital, Revolusi 4.0, Perbankan Corresponding author: I Kadek Sila 197 Abstrak: Layanan perbankan saat ini mengalami perubahan di tengah kemajuan teknologi yang sudah merubah perilaku masyarakat akan menggunakan teknologi digital dalam kehidupan sehari-hari bahkan sudah menjadi suatu gaya hidup terutama kaum millennial, perubahan tersebut menuntut Bank Perkreditan Rakyat harus melakukan transformasi dan revitalisasi kualitas Layanan perbankan di era disrupsi revolusi 4.0 agar tidak terdisrupsi di tengah kemajuan teknologi saat ini. Tujuan dari penelitian ini adalah mendeskripsikan kesiapan, strategi dan faktor penghambat yang dihadapi bank dialam melakukan Transformasi dan Revitalisasi Kualitas Pelayanan di Era Digital Revolusi 4.0. Hasil penelitian yang didapatkan peneliti dari wawancara, observasi, dokumentasi adalah persiapan didalam melakukan Transformasi dan Revitalisasi Kualitas Pelayanan di Era Digital Revolusi 4.0 dilakukan secara bertahap, strategi yang diterapkan adalah dengan melakukan strategi partnership dan kolaborasi, penguatan internal, digital innovation serta melakukan peningkatan kualitas dari people, product, dan process sehingga bank dapat memiliki daya saing dan produk yang kompetitif di era revolusi digital. Permodalan dan sumber daya manusia sangat menjadi faktor pada pengembangan inovasi produk dan layanan berbasis digital yang menjadi tuntutan di era Revolusi 4.0. JURNAL ILMIAH MANAJEMEN BISNIS DAN INOVASI UNIVERSITAS SAM RATULANGI VOL.7 NO.2 JANUARI - APRIL 2020, HAL. 197-205 ISSN 2356-3966 E-ISSN: 2621-2331. I..K. SIla, I.A.O. Martini. Transformation and Revitalization of Service Quality… . Introduction Bank financial institutions are currently undergoing a very big change, moreover the Rural Bank (BPR) which is a bank financial institution must be able to compete with Bank Financial Institution (LKB) and Non-Bank Financial Institution (LKNB) which are increasing their amount and being active to serve the customers very easily and quickly. Banking institutions must start to change their business model in line with the changes of massive community behavior where the customers always want to get fast service. Technological advancements bring significant changes to the way Banks serve the needs of public financial transactions. If in the past bank customers had to come to the bank office to conduct financial transactions such as depositing money, withdrawing funds, transferring and so on, then in this modern times they can do it anywhere and anytime. Seeing the condition, it shows a very significant changes in the behavior of bank customers. Practical culture, fast and instant become the daily life practice. Interaction between bank customers only feels that it is enough to interact with technological devices. This resulted the banking services have to be able to adapt to technological developments to follow the desire of the people who are completely instant and fast so that the number of transactions and the use of banking services are in demand by the public. The existence of banking is currently still considered limited, such as collecting and distributing funds to the public, but not all circles can get financial services provided by banks. This is the weakness for the banking industry, one of them is the Rural Bank (BPR), this makes a gap for the other industries that are not bank financial services institutions can enter and serve the community such as financial technology companies (financial technology). Start-up fintech began to develop quickly which can provide easy access to financial services that are faster and easier. Financial technology companies (fintech) continue to experience developments starting from crowdfunding, peer to peer lending, payment gateways and others. Seeing the development of digital-based services, banks must innovate to provide services to the digitalbased community so they are not distracted by fintech services, especially peer to peer lending. Many challenges faced by Rural Banks (BPR) in the revolutionary 4.0 era make these financial service institutions have to think of future strategies in order to adapt in the midst of intense competition, if banks are not fast in responding to the digital-based services and transforming their services, banks need to be aware to the inclusion of technology-based financial services (financial technology/ fintech) which are currently developing, even fintech providers of various specialties already have licenses and are overseen by the Financial Services Authority (OJK). Another challenge faced by Rural Banks (BPR) is the existence of branchless banking services which can be said as new innovations that are disruptive and can change the way people conduct banking transactions and create new markets. In line with the provisions issued by Bank Indonesia and OJK 2014 regarding Digital Financial Services (LKD) and Office-less Services in the framework of financial inclusion (Laku Pandai) where commercial banks such as Bank Mandiri, BRI and BNI have begun to implement the service. This will also increase the threat of Rural Banks because they have been working on the lower segment that has not been reached by banks. B (...truncated)