Kebijakan Pemanfaatan Aplikasi Bni Mobile Banking Dalam Meningkatkan Kualitas Layanan Keuangan Perbankan Bagi Nasabah BNI Cabang Gunungsitoli

Abstract

This research discusses the policy of utilizing the BNI Mobile Banking application to enhance the quality of banking financial services for customers of BNI Branch Gunungsitoli. The research method employed is qualitative with a case study approach. Data was obtained through in-depth interviews with the management of BNI Branch Gunungsitoli, staff involved in the utilization of the BNI Mobile Banking application, and several customers who have used the application. Secondary data was acquired from official documents, relevant literature, and other pertinent information sources. The research results indicate that this policy has a positive impact on the quality of financial services for BNI Branch Gunungsitoli's customers. The application enables customers to conduct various banking transactions quickly and easily without having to visit the branch office. Additionally, customers feel more facilitated in accessing their account information. Nevertheless, some challenges such as technological limitations and customer understanding persist. Based on these findings, recommendations are provided for BNI Branch Gunungsitoli to continually enhance customer education regarding proper usage and address technological constraints. Continuous monitoring of technological developments and customer needs is also crucial to ensure the relevance and quality of the services provided.