PEMANFAATAN UMPAN BALIK DIGITAL SEBAGAI SARANA EVALUASI DALAM PENINGKATAN MUTU PELAYANAN DI PT. BANK RAKYAT INDONESIA (PERSERO) TBK KANTOR CABANG PROBOLINGGO

Abstract

This study aims to describe the use of digital feedback as an evaluation tool in an effort to improve service quality at Bank Peoples Indonesia (BRI) Probolinggo Branch Office. The method used in this study is a qualitative approach with a case study design. Data collection techniques were carried out through observation, interviews, and documentation. The results of the study indicate that digital feedback is used by management as a material for service evaluation, employee performance monitoring, and as a basis for decision-making to improve service quality. This evaluation process is carried out through internal meetings, employee coaching, and strengthening a culture of excellent service. The use of digital feedback has a positive impact on improving employee professionalism and service quality. Thus, digital feedback plays an important role as a service evaluation tool to support continuous service quality improvement.