THE INFLUENCE OF FRONT LINER SERVICEABILITY ON CUSTOMER SATISFACTION AT RIAU KEPRI BANK BENGKALIS BRANCH OFFICE

Abstract

This research was conducted to determine the influence of front liner services ability on customer satisfaction at Riau Kepri Bank, Bengkalis branch office. Front liner serviceability in this research was limited to the intellectual and physical ability of teller and customer service. The population in this research were all the people who have used products or services at Riau Kepri Bank Bengkalis branch office. There were 100 respondents as samples were taken by using the purposive sampling technique. Data was collected by using online questioners that consist of 22 questions with Likert scale. This research used multiple linear regression as a data analysis technique. The results showed that intellectual ability has a positive and significant effect on customer satisfaction partially (t=2.932, p=0.004), the physical ability also has a positive and significant effect on customer satisfaction partially (t=3.072, p=0.003), and simultaneously, the intellectual and physical ability of front liner has a positive and significant effect on customer satisfaction at Riau Kepri Bank Bengkalis branch office (F=23.717, p=0.000, R2=0.32).

Full text

Jurnal Ilmiah Manajemen Ubhara
THE INFLUENCE OF FRONT LINER
SERVICEABILITY ON CUSTOMER SATISFACTION
AT RIAU KEPRI BANK BENGKALIS BRANCH OFFICE
Nur Asikin1; Hutomo Atman Maulana2
Jurusan Administrasi Niaga Politeknik Negeri Bengkalis1,2
nurasikin144@gmail.com1; hutomomaulana@polbeng.ac.id2
ABSTRAK
Penelitian ini dilakukan untuk mengetahui pengaruh kemampuan pelayanan front liner
terhadap kepuasan nasabah di Bank Riau Kepri, kantor cabang Bengkalis. Kemampuan
pelayanan front liner dalam penelitian ini terbatas pada kemampuan intelektual dan fisik
dari teller dan customer service. Populasi pada penelitian ini adalah seluruh masyarakat
yang telah menggunakan produk atau jasa di Bank Riau Kepri Bengkalis. Terdapat 100
responden sebagai sampel diambil dengan menggunakan teknik purposive sampling.
Data dikumpulkan dengan menggunakan kuesioner online yang terdiri dari 22
pertanyaan dengan skala Likert. Penelitian ini menggunakan regresi linier berganda
sebagai teknik analisis data. Hasil penelitian menunjukkan bahwa kemampuan
intelektual secara parsial memiliki efek positif dan signifikan terhadap kepuasan
pelanggan (t=2.932, p=0.004), kemampuan fisik juga memiliki efek positif dan signifikan
terhadap kepuasan nasabah sebagian (t=3,072; p=0,.003), dan secara simultan
kemampuan intelektual dan fisik front liner memiliki efek positif dan signifikan terhadap
kepuasan nasabah di Kantor Cabang Bank Riau Kepri Bengkalis (F=23,717; p=0,000;
R2=0,32).
Kata kunci: Kemampuan intelektual, kemampuan fisik, kepuasan konsumen
Abstract
This research was conducted to determine the influence of front liner services ability on
customer satisfaction at Riau Kepri Bank, Bengkalis branch office. Front liner
serviceability in this research was limited to the intellectual and physical ability of teller
and customer service. The population in this research were all the people who have used
products or services at Riau Kepri Bank Bengkalis branch office. There were 100
respondents as samples were taken by using the purposive sampling technique. Data
was collected by using online questioners that consist of 22 questions with Likert scale.
This research used multiple linear regression as a data analysis technique. The results
showed that intellectual ability has a positive and significant effect on customer
satisfaction partially (t=2.932, p=0.004), the physical ability also has a positive and
significant effect on customer satisfaction partially (t=3.072, p=0.003), and
simultaneously, the intellectual and physical ability of front liner has a positive and
significant effect on customer satisfaction at Riau Kepri Bank Bengkalis branch office
(F=23.717, p=0.000, R2=0.32).
Keywords: Intellectual ability, physical ability, front liner, customer satisfaction
Diterima: 30 Maret 2021; Direvisi: 6 April 2021; Diterbitkan: 16 April 2021

180 | Jurnal Ilmiah Manajemen Ubhara, Volume 3 No 1, April 2021. ISSN 1858 – 1358, E – ISSN 2684 – 7000
INTRODUCTION
The banking service business is
currently progressing as a financial
institution that has strategic value in the
economic life of Indonesia. This banking
institution is intended to act as an
intermediary for parties with excess funds
and parties with shortages. In this way,
banks will engage in economic activities and
in various services. Banks serve financing
needs as well as streamline payment
mechanisms for all sectors of the economy.
A bank is a public financial institution
established with authority to receive money
deposits, lend money, and channel it back to
the public. The word bank comes from the
Italian word Banca, meaning a money
changer. Meanwhile, according to the law,
bank banking is a business entity that
collects funds from the public in the form of
deposits and distributes them to the public
in the form of credit and or other forms in
order to improve the standard of living of
the people at large.
Riau Kepri Bank is a BUMD bank
owned by the government of the Riau
Province and Riau Islands, which is
headquartered in Pekanbaru. The vision of
the Riau Kepri Bank is as a banking
company that is able to develop and be
prominent in the region, has professional
management and encourages regional
economic growth so that it can empower the
people's economy. while its mission is to be
a healthy, elite and community bank. Bank
Riau Kepri Bengkalis branch office is one of
the banks that periodically makes
improvements to Front Office service skills
with the aim of improving various service
qualities, especially in teller services,
Customer Service so that they are able to
compete fairly with other banks for profit.
The level of competition of Bank Riau Kepri
is not only conventional banks, but also
Islamic banks. Therefore, one of the very
important strategies that Riau Kepri banks
must have is to excel in service. Because for
customers, quality service is very important.
The role of banks is indispensable in
the economy as an intermediary financial
institution. Banks can be understood as
financial institutions that contribute to the
development and growth of a nation, and
Indonesia is no exception. Many banks offer
products and services that are given. Good
service can make the bank good, thus
providing positive value for the bank itself.
Therefore, service improvement programs
in general will increase profitability, service
improvement is a commitment from Bank
officers, employees must work as teamwork
to satisfy customers.
There are some research about
service quality at local government Bank.
Atmaja (2018) conducted research about
service quality and customer satisfaction at
BJB Bank. The result showed that the
variable Quality of Service and Customer
Satisfaction have a strong influence on
Customer Loyalty. Thus, it can be explained
that the Quality of Service is one important
factor in determining satisfaction or not
customers in the service, which originated
from customer or customer loyalty. So
through the application of the correct
Quality Maids will give a boost of customer
interest and bring customer loyalty.
Koestanto (2014) conducted research about
the influence of service quality on customer
satisfaction at Jatim Bank. The result
showed that service quality that consists of
tangible, reliable, responsiveness,
assurance, and empathy have a positive and
significant effect on customer satisfaction
when did banking transactional at Jatim
Bank. Sudiartha & Dewi (2018) conducted
research about the influence of service and
product quality on customer satisfaction at
BPD Bali Bank. The result indicated that
service quality and product quality have a

181 | The Influence of Front Liner Serviceability on Customer Satisfaction at Riau Kepri Bank Bengkalis
Branch Office
positive and significant effect on customer
satisfaction.
Based on the previous research, the
study about front office serviceability in
local government banks is still limited.
Therefore, to fill the gap in study, this
research would like to discuss about the
influence of front liner serviceability that
consists of intellectual dan physical ability
on customer satisfaction at Riau Kepri Bank
Bengkalis branch office.
THEORITICAL REVIEW
Bank
Commercial banks are financial
institutions, money creators, fund collectors
and credit providers, payment traffic
implementers, monetary stabilizers, and
economic growth dynamicators (Hasibuan,
2009). In other hands, Kasmir (2014)
argues that the Bank is a financial
institution whose activities raise funds from
the public in the form of deposits and then
channel back to the community, as well as
provide other bank services. From the
various definitions of the bank, it can be said
that the bank is a financial institution whose
activities are to raise funds from the public
or parties who have funds and then
distribute them in the form of loans or loans
to parties who need funds that are
considered worthy and provide other bank
services.
Intellectual Ability
Intellectual ability is the ability to
recognize our own feelings and the feelings
of others, the ability to motivate ourselves
and the ability to manage emotions well in
oneself and in relationships with others
(Goleman, 2002). It can be concluded that
intellectual ability is how an individual
carries out mental activities and is clear
headed based on science. There are
differences in work demands for employees
when using their intellectual abilities.
Intellectual ability will make individuals
have the competence to be able to carry out
their duties without a doubt, resulting in
better performance. According to Robbins &
Judge (2017) there are seven indicators of
measuring intellectual ability at work: 1)
Numerical intelligence; 2) Verbal
understanding; 3) Speed of perception; 4)
Inductive reasoning; 5) Deductive
reasoning; 6) Specialization Visualization;
7) Memory.
Physical Ability
Physical Ability is the ability to
perform tasks that require stamina, skills,
strength and similar characteristics.
Physical ability is a certain ability that is
important for the success of a job that
requires less skill and is more standardized,
at the same level where intellectual abilities
play a large role in complex work (Robbins
& Judge, 2017). Examples of physical
abilities include jobs that require stamina,
physical agility, leg strength, or similar
talents that require management to identify
a person's physical abilities. According to
Robbins & Judge (2017), there are nine
indicators of measuring physical ability at
work: 1) Dynamic strength; 2) Body
strength; 3) Static strength; 4) Explosive
power; 5) Broad flexibility; 6) Dynamic
flexibility; 7) Body coordination; 8) Balance;
9) Stamina.
Customer Satisfaction
According to Kotler and Keller, in
Kuntari, Kumadji, & Hidayat (2016),
satisfaction is feeling happy or disappointed
someone who arises because of comparing
the perceived performance of the product or
result to their expectations. Customer

182 | Jurnal Ilmiah Manajemen Ubhara, Volume 3 No 1, April 2021. ISSN 1858 – 1358, E – ISSN 2684 – 7000
Satisfaction is the level of a person's feelings
after comparing the performance or results
with expectations. So the level of satisfaction
is a function of the difference between
perceived performance and expectations. If
the performance is below expectations, the
customer will feel disappointed, if the
performance is in line with expectations, the
customer will feel satisfied. According to
Kotler & Susanto (2001), there are six
indicators of customer satisfaction: 1)
Buying more products; 2) Purchasing new
products from the company; 3) Giving good
review about the company and its products
to the others; 4) Less attention to
competitors' brands and advertisements; 5)
Offering ideas of goods or services to
companies; 6) The service fee is cheaper
than new customers, because the
transactions are routine. (Soehardi et al.,
2020)
Research Framework
H1
H2
H3
Hypothesis
H1: Intellectual ability of front liner have
significant effect partially on customer
satisfaction at Riau Kepri Bank
Bengkalis branch office;
H2: Physical ability of front liner have
significant effect partially on customer
satisfaction at Riau Kepri Bank
Bengkalis branch office;
H3: Intellectual and physical ability of front
liner have significant effect
simultaneously on customer
satisfaction at Riau Kepri Bank
Bengkalis branch office.
RESEARCH METHODS
The research was conducted at Riau
Kepri Bank Bengkalis branch office from
May until September 2020. The population
in this research were all the people who have
used products or services at Riau Kepri Bank
Bengkalis branch office. Minimum sample
size were 96 determined by using Lemeshow
formula (Z=1.96, p=0.5, d=0,01) (Levy &
Lemeshow, 2013). Samples were taken by
using the purposive sampling technique.
Data was collected by using online
questioners that consist of 22 questions with
Likert scale. The result of questioner was
classified under several categories as
showed in Table 1. Data analysis in this
research used multiple linear regression by
using SPSS.
Table 1. Questioner Score Interpretation
No
Mean Score
Category
1
4,21-5,00
Very good
2
3,41-4,20
Good
3
2,61-3,40
Medium
4
1,81-2,60
Bad
5
1,00-1,80
Very bad
Source: (Sugiyono, 2015)
RESULT AND DISCUSSION
The characteristics of respondents
based on gender show that there are 24 male
and 76 female respondents. This indicates
that female respondents are more dominant
than male respondents. The validity and
reliability questionnaire showed the lowest
Pearson Correlation is 0.599 with the
Cronbach's Alpha 0.937.
Table 2. Summary of Intellectual Ability
No
Indicator
Mean
Category
1
Numerical intelligence
4.35
Very good
X1
X2
Y

183 | The Influence of Front Liner Serviceability on Customer Satisfaction at Riau Kepri Bank Bengkalis
Branch Office
2
Verbal understanding
4.38
Very good
3
Speed of perception
4.40
Very good
4
Inductive reasoning
4.11
Good
5
Deductive reasoning
4.27
Very good
6
Specialization
visualization
4.25
Very good
7
Memory
4.09
Good
Grand Mean
4.26
Very good
Source: Data processed, 2020
There are 7 (seven) indicators of
intellectual ability (Robbins & Judge, 2017).
Table 2 showed the summary of intellectual
ability based on the questionnaire. It can be
seen that the intellectual ability of front liner
(teller and customer service) at Riau Kepri
Bank Bengkalis branch office are very good.
It is because the respondents feel the front
liner completes calculation transactions
quickly and precisely, understands quickly
what is read or listen, and has the ability to
solve problems logically and sequentially.
Table 3. Summary of Physical Ability
No
Indicator
Mean
Category
1
Dynamic strength
4.14
Good
2
Body strength
4.03
Good
3
Static strength
4.14
Good
4
Explosive power
4.14
Good
5
Broad flexibility
3.98
Good
6
Dynamic flexibility
4.14
Good
7
Body coordination
4.08
Good
8
Balance
4.08
Good
9
Stamina
4.24
Very good
Grand Mean
4.08
Good
Source: Data processed, 2020
There are 9 (nine) indicators of
physical ability (Robbins & Judge, 2017).
Table 3 showed the summary of physical
ability based on the questionnaire. It can be
seen that the physical ability of front liner at
Riau Kepri Bank Bengkalis branch office is
good. It is because in this physical ability,
the capacity possessed by each individual to
carry out duties to complete the work or
control the things in a bank job, and the
ability to demand energy or stamina in the
form of ability, strengths, or similar
characteristics that performed by front liner
at Bank Riau was good according to
consumer.
Table 4. Summary of Customer Satisfaction
No
Indicator
Mean
Category
1
Buy more and stay loyal for
longer
4.38
Very good
2
Purchasing a new type of
product
4.17
Good
3
Convey compliments
about the company and its
products to others
3.92
Good
4
Payless attention to
competitor brands
3.88
Good
5
Offer ideas of goods /
services to companies
3.52
Good
6
The service fee is cheaper
than new customers
3.48
Good
Grand Mean
3.89
Very good
Source: Data processed, 2020
There are 6 (six) indicators of
customer satisfaction (Kotler & Susanto,
2001). Table 4 showed the summary of
customer satisfaction based on the
questionnaire. The service quality of front
liner at Riau Kepri Bank Bengkalis branch
office is good. It is because the customer
satisfies with the service quality of front
liner at Riau Kepri Bank Bengkalis branch
office.
Table 5. Result of t Test
Model
Unstandardize
d Coefficients
Standardi
zed
Coefficien
ts
t
Sig.
B
Std.
Error
Beta
1
(Constant)
4.624
2.848
1.623
.108
Intellectual_
Ability_X1
.349
.119
.311
2.932
.004
Physical_Abil
ity_X2
.225
.073
.326
3.072
.003
a. Dependent Variable: Customer_Satisfaction_Y
Source: Data processed, 2020
Table 5 shows the result of t test from
multiple regression analysis. It can be seen
that the p-value from the test for intellectual
ability 0.004 < 0.05, then H1 is supported.
So intellectual ability of front liner partially
has a positive and significant effect on
customer satisfaction at Riau Kepri Bank
Bengkalis branch office. This result is
supported by research conducted by Joko &
Eka (2012) about the influence of
intellectual and work motivation on
performance. The result showed that
intellectual ability has a positive and

184 | Jurnal Ilmiah Manajemen Ubhara, Volume 3 No 1, April 2021. ISSN 1858 – 1358, E – ISSN 2684 – 7000
significant effect on performance. Putri
(2016) conducted research about the
influence of intellectual ability, emotional
intelligence, and work environment on
employees' performance. The result showed
that intellectual ability has positive and
significant effect on employees'
performance. Samosir, Lie, Butarbutar, &
Thressa (2018) conducted about the
influence of intellectual ability and ethic of
work on employee performance. The result
showed that intellectual ability has a
positive and significant effect on employees'
performance. Therefore, the intellectual
ability has a positive and significant effect of
employees' performance that will lead to
customer satisfaction.
Table 5 also shows the result of t test
for physical ability. It can be seen that the p-
value from the test for physical ability 0.003
< 0.05. So the conclusion H2 is supported.
It means that the physical ability of front
liner partially has a positive and significant
effect on customer satisfaction at Riau Kepri
Bank Bengkalis branch office. This result is
supported by research conducted by
Mahmudi (2013) about the analysis of
intellectual ability, physical ability, and
attitude on employees' performance. The
result indicated that physical ability has a
positive and significant effect on employees'
performance. The physical condition of
employees is very important to be a concern
for the organization because the physical
and mental state has a close relationship
with the employee's work performance
(Sutrisno, 2012).
Simultaneous effect of intellectual
ability and physical ability on customer
satisfaction can be seen from F test. This test
is used to determine simultaneously
whether the coefficient of regression
significant or not. Table 6 shows that the p-
value for the F test is 0.000, so the H3 is
supported. Thus, it means that the
intellectual and physical ability of front liner
simultaneously has a significant effect on
customer satisfaction at Riau Kepri Bank
Bengkalis branch office.
Table 6. Result of F Test
Model
Sum of
Squares
Df
Mean
Square
F
Sig.
Regression
437.031
2
218.516
23.717
.000b
Residual
893.719
97
9.214
Total
1330.750
99
a. Dependent Variable: Customer_Satisfaction_Y
b. Predictors: (Constant), Intellectual_Ability_X1,
Physical_Ability_X2
Source: Data processed, 2020
Table 7. Coefficient of Determination Regression Model
Model
R
R
Square
Adjusted R
Square
Std. Error of
the Estimate
1
.573a
.328
.315
3.035
a. Predictors: (Constant), Intellectual_Ability_X1,
Physical_Ability_X2
b. Dependent Variable: Customer_Satisfaction_Y
Source: Data processed, 2020
Based on the coefficient of
determination, intellectual and physical
ability affect customer satisfaction by
32.8%. At the same time, the remaining
67.2% is influenced by other variables not
examined in this research. This result is
supported by the research conducted by
Humaeriah & Anggitasari (2015) (Soehardi
et al., 2021) about the influence of
intellectual ability and physical ability on
employees' performance. The result showed
that intellectual and physical ability have a
positive and significant effect
simultaneously on employees' performance
and have contributed by 59.3%. There are
other factors that can affect customer
satisfaction, such as atmosphere and facility
(Kristiana, 2017) (Arifin, 2011).
CONCLUSION
From the results, it can be concluded
that intellectual and physical ability of front
liner have positif and significant effect on
customer satisfaction at Riau Kepri Bank
Bengkalis branch office. Both intellectual
and physical ability affect customer

185 | The Influence of Front Liner Serviceability on Customer Satisfaction at Riau Kepri Bank Bengkalis
Branch Office
satisfaction by 32.8%. While the remaining
67.2% is influenced by other variables not
examined in this research.
Suggestion
There are opportunity for the next
research such as select room atmoshepre
and facilities as intervening or moderating
variables that can influence customer
satisfaction.
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