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

Nugraha Romadhoni (), Christian Wiradendi Wolor and Usep Suhud
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Nugraha Romadhoni: Jakarta State University, Jakarta, Indonesia
Christian Wiradendi Wolor: Jakarta State University, Jakarta, Indonesia
Usep Suhud: Jakarta State University, Jakarta, Indonesia

Oblik i finansi, 2021, issue 3, 78-89

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.

Keywords: agent motivation; customer trust; performance of government bank agents; BRILink agents; microcredit services (search for similar items in EconPapers)
JEL-codes: G21 M12 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:iaf:journl:y:2021:i:3:p:78-89

DOI: 10.33146/2307-9878-2021-3(93)-78-89

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