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The Impact of Agent Motivation on Customer Trust in Improving the Performance of Government Bank Agents in the Administrative City of North Jakarta: Qualitative Research

Author

Listed:
  • Nugraha Romadhoni

    (Jakarta State University, Jakarta, Indonesia)

  • Christian Wiradendi Wolor

    (Jakarta State University, Jakarta, Indonesia)

  • Usep Suhud

    (Jakarta State University, Jakarta, Indonesia)

Abstract

Bank Rakyat Indonesia (BRI) is one of the largest banks in the country with a fleet of over ten thousand bank branches. The bank is one of the biggest microfinance lenders in the country and is committed to accelerating financial inclusion in Indonesia through digital transformation. Agent BRILink, a nationwide network of branchless agents, enables Bank BRI to reach rural Indonesia. BRILink agents are bank customers who have a high-reliability score (calculated using the banks' big data) and who maintain a minimum balance of USD 800. The agents can open a bank account, facilitate withdrawals, and disburse loans. The purpose of this study is to explore the agent's motivation to become a BRILink agent and the level of customer trust on the BRILink agents in the North Jakarta Administrative City. The sample for this study was BRILink agents in the North Jakarta Administrative City, among them: micro product marketing officers at BRI Pertamina Sindang Unit, BRILink Agent Officers at BRI Branch Office Jakarta Tanjung Priok, Managers in the BRI Head Office and customers of BRILink Agents. The data collection methodology for this study includes observations, surveys and interviews, as well as analysis of random questionnaires provided to 177 BRILink agents located in the of North Jakarta Administrative City. The survey data were processed using SPSS (Statistical package for the social sciences). It was revealed that the motivation to become the BRILink agent is based on the agent's desire to provide more convenient customer service by providing more services, which ultimately will increase the turnover of all bank services. This motivation can be closely related to business concerns in creating customer trust. Improving the quality of service in the event of a complaint will increase customer loyalty and encourage them to continue to do business with the BRILink agent. Improving the work of BRILink agents in terms of the quantity and quality of services will lead to better results of the bank's activities, since these processes are interrelated.

Suggested Citation

  • Nugraha Romadhoni & Christian Wiradendi Wolor & Usep Suhud, 2021. "The Impact of Agent Motivation on Customer Trust in Improving the Performance of Government Bank Agents in the Administrative City of North Jakarta: Qualitative Research," Oblik i finansi, Institute of Accounting and Finance, issue 3, pages 78-89, September.
    • Handle: RePEc:iaf:journl:y:2021:i:3:p:78-89
    DOI: 10.33146/2307-9878-2021-3(93)-78-89
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    References listed on IDEAS

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    2. Chun-Chang Lee, 2017. "The Impact of Individual Characteristics and Branch Characteristics on Housing Agent Performance: Heckit model and Hierarchical Linear Modeling," International Journal of Economics and Finance, Canadian Center of Science and Education, vol. 9(10), pages 189-199, October.
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    More about this item

    Keywords

    agent motivation; customer trust; performance of government bank agents; BRILink agents; microcredit services;
    All these keywords.

    JEL classification:

    • G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages
    • M12 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Personnel Management; Executives; Executive Compensation

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