Account: Vol 6 No 1 Endang PB.
Ali Masjono
CUSTOMER VALUE IN USING ELECTRONIC BANKING
(WHAT THE MILLENNIAL GENERATION SAY ABOUT AuCUSTOMER VALUEAy OF USING ELECTRONIC BANKING) Endang.
ebromoyudho@gmail.
Ali.
Masjono Ali.
masjonomuchtar@akuntansi.
Politeknik Negeri Jakarta
ABSTRACT
The changing from human services to electronic services affects the millennial generation activities.
Electronic banking services give the rise customer value, and electronic banking provided by a reputation bank increase the pride of using the services.
Banks services without humanAos interaction can increase customer value or benefits.
These conclusion raise from the survey of 216 millennial respondents, age between 20 to 35 years old who use gadget for daily activities and interaction with the bank.
Keywords: Electronic Banking.
Customer Value.
Cost of Service, and Technology Advancement.
Pride
ABSTRAK
Perubahan bentuk layanan perbankan dari berbasis kepada layanan yang dilakukan oleh manusia kepada layanan berbasis mesin, telah memberikan dampak kepada generasi Jasa layanan elektronic banking telah memberikan nilai atau makna .
ustomer Valu.
kepada para pengguna jasa layanan elektronik banking yang disediakan oleh perbankan nasional bereputasi.
Layanan electronic banking telah meningkatkan kebanggaan menggunakan layanan tersebut, terutama untuk para generasi milenial yang di survei sebanyak 216 nasabah dan berumur antar 20-35 tahun.
Keywords: Electronic Banking.
Customer Value.
Cost of Service, and Technology Advancement.
Pride A prominent phenomenon in INTRODUCTION banking services is electronic-banking Background of Study services replace all manual system.
Banking Industry is the most Electronic Banking is the development of affected and most quickly adapts to bank products and services that have technological progress.
The consequence traditionally been marketed/used by all of changes in technology in the banking Information Communication industry is a change in service that affects Technology (ICT) has given rise to various customer satisfaction.
Is a satisfied developments in bank products and customer will certainly get benefits? The services, among others, known as eproblem is whether customers .
illennial Banking services.
The types of e-Banking generation as target of the surve.
are services include Automatic Teller really get the value .
of using Machine (ATM).
Bank Internet, mobile Electronic Banking.
The questions that banking.
Phone Banking.
T-Cash (NFC).
need answer are whether the machine With the progress of the ICT, the service really can increase the value or customerAos existence is uncontrollable benefit from using electronic banking because the customers moves according to their wishes and will depends on the customer's situation/position at a certain Politeknik Negeri Jakarta, 2019 Halaman 962 Account: Vol 6 No 1 Endang PB.
Ali Masjono From here, this is an indication that the customers want to be pleased wherever the customer are.
Of the various technology change, affect the banking services, these also change customer behavior.
The changing behavior form human interaction to machine interaction.
The existence of e banking has brought changes in determining customer In almost all types of companies, customer value has become a reference .
ndex or baromete.
for the development of a product or services produced by the Measuring Customer value by the quality of goods and services that customers feel and consume are important.
Problems statement The phenomena described in the background can indicate there is a problem that are happening in the banking industry, namely changes in attitudes, perceptions of banking electronic services.
Customers get the benefit or value of e-banking services and change the perception of what is happening to the customer, and whether the electronic based services really give big benefits.
Objectives The changing approach of bank services from human interaction to machine interaction affect human behavior, thus main objective is to determine and analysis the benefit or value from using electronic LITERATURE REVIEW Customers Value.
Customer value is, philosophically, about understanding human and business purposes and adoption and transaction (Paananen.
Marko Seppynen.
Determining and managing customer value is an important strategy in a company, through customer value a company can choose target markets and get, keep, and grow customers through creating, delivering, and communicating superior customer value (Kotler, 2.
Politeknik Negeri Jakarta, 2019 Likewise in the banking world and in-line with the development of ICTs, has brought about a change in views on customer value.
When using the internet-banking customer hopes to get benefits, the bank as a service provider, hopes to fulfill this hope to be able to satisfy the customer and not move to another bank provider.
Customer value is the level of perceived quality of e-banking relative to the price paid by customers compared to (Depending on the customer's income and budge.
So a customer will give a high value if the benefits of the service are greater than the sacrifice given.
(Fornell, 1996 et.
Thus the question is what benefits do customers receive with ebanking? How much is the sacrifice, what customers do to get e-banking services, all are a benchmark for customers to provide a quality level of e-banking services.
In the marketing world.
Customer Value consists of the number of benefits that customers are compared to the costs .
incurred by the customer.
Thus, the customer value can explain why a customer must use e-banking services and differentiate them from the same services as competitors.
Getting attention of customers and being willing to use ebanking services will increase market (Wikipedia,2.
The great benefits that customers receive will affect the level of customer retention .
he desire to buy back or reuse services or goods that have been purchase.
Liu.
A research indicates that it is very important to understand repurchase intention.
Further said that there are three key factors that become antecedent.
repurchase intension.
customer value, customer satisfaction and perceived switching costs.
The service is an activity or workmanship that is offered by one party to another party where the service is intangible and there is no transfer of In its activities, it may be bound to tangible products.
Kotler.
Keller,KL.
Halaman 963 Account: Vol 6 No 1 Endang PB.
Ali Masjono
METHODS
This is a simple survey using an instrument applying a the Likert Scale of a 5 point scale that offers a range of answer options, from one extreme attitude to Data collection used Google form documentation that was distributed to Data calculation based on the number of answers to each question.
DISCUSSION
RespondentAos Profile RESPONDNETS
Profile of respondent's age
20-30 tahun 31-35 tahun 36-40 tahun lebih dari 40
Source: Primary data
*tahun= year old
Respondent's Education Level, 2018
RESPONDENTS
D-3
S-1
S-2
S-3
D-3
S-1
S-2
S-3
Source: Primary data
*D-3=Diploma S-1= Bachelor
S-2=Master Degree S-3=Doctor or PhD Degree RESPONDENT'S TYPE OF OCCUPATION, 2018
RESPONDENTS
Information delivery is an entity that is greatly affected by the acceleration of technology development.
Services that have been conveyed to customers only occur if they have met with customers with technology or without having to meet directly with customers.
Banks in this case are very affected by the existence of changing technology.
Looking at the current information technology, bank services almost entirely relate to various other services from non-bank companies offered to their respective customers.
The use of technology in e banking is necessary for current situation.
process behind the technology is unknown to customers.
Simply put, in the customer's perspective.
if a customer deposits money, the money .
in the account will increase.
The process that occurs and done by the technology, the customer does not know and does not understand the process, so it is not uncommon for the customer to complain because of the lack of synchronization in the way of thinking of the customer of processing in the bank.
Then the bank must provide a high level of value or benefits to reassure that the e banking services are the trustable.
Source: Primary data *PNS/TNI/Polri= Civil Servant, include Army and Police.
Swasta=non-government employee Wirausaha=Entrepreneur Lainnya=Other Politeknik Negeri Jakarta, 2019 Halaman 964 Account: Vol 6 No 1 Endang PB.
Ali Masjono Some respondent do not use ATM any more, from 216 respondents, there are 32 respondent do not use ATM, from data above graphic can be seen that they are move to use of Mobile banking, where mobile banking in the second position among other.
Respondents get a value or benefit when doing transaction in electronic banking, 2018 Source: Primary data Most respondent agree that they have got the benefit or value every time they doing transaction .
ransfer withdraw, ec.
using electronic banking.
If this respondents grouped into two big group, such as agree and disagree, it can be imply that the electronic transaction will become the basic need to this respondent TOTAL RESPONDENTS Millennial generation for now is between 20-35 years old, this generation is currently enjoying electronic banking services and life in Jakarta and its suburb This research makes this generation as respondents.
The main reason for choosing this group of respondents was that they were an age group who since birth expose to technological advances.
Another reason is that there has been a change in attitude towards customer value, if in the past, electronic banking era, banking services were carried out by humans, so customer value was created because of the influence of interaction with bank employees.
This generation has been accustomed to use applications to interact
with fellow friends, to do transaction online and for various other purposes TOTAL RESPONDENT
Respondents get a value or benefit when using electronic banking 2018
Disagree Very Very Strongly Agree
Disagree Strongly Agree
Agree
Source: Primary data
Strongly Very Agree Strongly Agree
Agree
Very Disagree Disagree Customers do not want to pay
additonal cost for every transaction, 2018
RESPONDENTS
RESPONDENTS
Type of electronic Banking used by Customers, 2018 Sangat Setuju Sekali Source: Primary data *ATM.
Internet Banking.
Phone Banking.
SMS Banking.
Mobile Banking.
E-money.
T-Cash Politeknik Negeri Jakarta, 2019 Strongly Agree Disagree Agree Source: Primary data Similar situation, which describe above, cost of using electronic banking is suitable with benefit they got.
Mostly respondents agree with this, few of them are strongly agree and only two respondent with very strongly agree.
This means that Halaman 965 Account: Vol 6 No 1 Endang PB.
Ali Masjono young generation agree with the current cost of transaction and have the benefit of the cost they have been spent.
Furthermore, this is an indication that electronic banking will be especially mobile banking will get the main application in the future.
According to the respondent profile, it has been started already the shifting from using ATM to Mobile banking RESPONDENTS Direcly or indireclty, customer proud of using electronic banking because of the service provider reputation, 2018.
Strongly Agree Disagree making transaction is a burdensome, for example additional fees if making a money Customer value or benefits obtained by bankAos customers have so far given credit to the technological advantages possessed by banks .
ervice This is evidenced by the results of the survey which said that there was a certain pride in having electronic banking from reputable banks, more than 50% of respondents said they agreed.
Besides the bank's reputation as an electronic banking service provider, pride is also caused by the value or benefits of using electronic These facts indicate that the value or benefit and reputation of the bank increases the pride of using electronic CONCLUSION Sangat Setuju Sekali Agree Source: Primary data Sangat setuju sekali=very strong Agree Electronic banking has become a lifestyle because it can be used anytime, anywhere, without restriction.
The pride felt by the respondent for the use of electronic banking is largely determined by the bank that provides services.
Most of the respondents agree that the electronic banking they currently have is due to your element of bank reputation.
The value obtained by the respondent .
ank customer.
is the result of interaction with the bank through electronic banking.
More than 50% of customers or respondents said that interactions and transactions through electronic banking has increased the benefits of using electronic banking.
Costs that must be borne to get electronic services are in accordance with the value obtained.
This indicates that the cost .
onthly charg.
related to the use of electronic banking has met the wishes of the customer.
On the contrary, almost all respondents said that additional fees in Politeknik Negeri Jakarta, 2019 Electronic banking services give rise the customer value, more than 50 % respondents prove this statement and electronic banking provided by a reputation bank increase the pride of using the services, this is also supported by the Banks services without humanAos interaction can increase customer value or benefits.
Most of respondents agree on this.
These conclusion raise from a survey of 216 millennial respondents, age between 20 to 35 years old and use gadget for daily activities include interaction with the bank.
REFERENCES
Fornell.
Johnson.
Anderson.
Cha.
, & Everitt Bryant.
Growing relationship [Electronic versio.
Journal of Marketing, 60.
, 7-18.
Retrieved .
nsert dat.
, from Cornell University.
School of Hospitality Administration http://scholarship.
edu/art icles/431/ Kotler.
Keller,KL.
Marketing Management.
New Jersey.
Pearson Education.
Inc.
March-April.
Halaman 966 Account: Vol 6 No 1 Endang PB.
Ali Masjono Wikipedia,FrencyclopediaOnline,.
7 https://en.
org/wiki/Cust omer_value_proposition.
20 Jan 2017 at 16.
52 WIB.
Liu.
Examining the role of satisfaction, and perceived switching costs: A model of repurchase intention for business-to-business services (Order No.
Available ProQuest Dissertations & Theses Global: The Humanities and Social Sciences Collection.
Retrieved https://search.
com/docvie w/304444503?accountid=25704 Gryc.
Wojciech .
AuFour Dimension ValueAy https://canopylabs.
com/blog/thefour-dimensions-of-customer-value.
Kotler.
Philip.
Marketing Management, the Millenium Edition Upper Saddle River.
J: PrenticeHall.
International Inc Paananen.
Marko Seppynen.
Ay Reviewing customer value literature:
Center Innovation Technology Research (CITER).
Finland: OmniaSciece Tampere University of TechnologyAy IC, 2013 Ae 9 ( .
: 389-xx Ae Online ISSN:
1697-9818 Ae Print ISSN: 2014-3214 http://dx.
org/10.
3926/ic.
FURTHER RESEARCH
The weaknesses of this survey the method of analysis the result is very simple, therefore it is possible to analyses using other method and combine with other survey.
ACKNOWLEDGMENTS