Qualitative analysis identifies key strategies for optimising multipurpose financing services at Islamic banks, suggesting improvements in digitalisation and customer engagement.
This study aims to analyse the performance of multipurpose financing services at PT. Bank Sumut Syariah KCP Lubuk Pakam, formulate a strategy for optimising multipurpose financing services and recommend implementing a strategy for optimising multipurpose financing services. This study uses a qualitative approach with a field research type. This study identified that the main factors influencing PMG service performance include service digitalisation, improving customer service, loyalty programs, and effective marketing strategies. Service digitalisation, such as developing user-friendly mobile applications and informative websites, is essential to facilitate customer access and transaction management. In addition, improving customer service through a 24/7 call centre and using AI chatbots can increase customer satisfaction with fast and informative responses.
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Fili et al. (2024) studied this question.
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