THE INFLUENCE OF MINI BANKING SERVICES ON CUSTOMER SATISFACTION IN RURAL AREAS

Wahyuni Adha, Putriyani Azhara, Alya Annisa Salwa, Yasmine Sabila Hawani, Angelina Kusumo

Abstract


Mini banking services are one of the banking innovations that aim to improve financial access in rural areas that have been underserved. This study aims to analyze the effect of the implementation of mini banking services on customer satisfaction levels in rural areas. The research method uses a qualitative approach with survey techniques and purposive sampling of 50 customers in selected villages. The research instrument used a questionnaire that was measured through the independent variable of mini banking services and the dependent variable of customer satisfaction. The results showed that mini banking services have a significant influence on customer satisfaction, with the main indicators being ease of access, speed of service, and friendliness of officers. The research findings revealed that the mini banking service variable contributed 64.7% to increasing customer satisfaction. Accessibility and service quality factors are key dimensions that influence customer perception. The conclusion of the study confirms that the implementation of mini banking is effective in increasing financial inclusion and satisfaction of rural communities.

 


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References


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DOI: https://doi.org/10.3059/insis.v0i0.22805

DOI (PDF): https://doi.org/10.3059/insis.v0i0.22805.g13125

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