The Impact of Smart Branch Services and the Role of General Bankers on Customer Satisfaction at PT Bank Mandiri Tbk, Sorong Ahmad Yani Branch

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FORMOSA NEWS - Jakarta - Smart Branch Technology Drives Customer Satisfaction at Bank Mandiri, Study Finds. A 2026 study by Monicha Gabriella Mintjelungan, Pamela Magdalena, Widiastuti Murtiningrum, and Wuruy Handayani from Perbanas Institute Jakarta reveals that Smart Branch technology significantly improves customer satisfaction at PT Bank Mandiri Tbk, Ahmad Yani Sorong Branch. Published in the Journal of Finance and Business Digital (JFBD), the research highlights how digital banking services are becoming the primary driver of positive customer experiences, outweighing the traditional role of frontline banking staff. The findings matter as banks across Indonesia and globally accelerate digital transformation to meet rising customer expectations for speed, convenience, and seamless service. Understanding what truly influences satisfaction helps financial institutions allocate resources more effectively and remain competitive in a rapidly evolving industry.

Digital Banking Responds to Changing Customer Expectations
The banking sector has undergone a major shift in recent years, driven by rapid advances in information technology. Customers now expect fast, efficient, and user-friendly services that can be accessed independently, without long queues or complex procedures. Bank Mandiri, one of Indonesia’s largest state-owned banks, has implemented the Smart Branch concept to meet these expectations. Smart Branches integrate digital tools such as self-service machines, automated queue systems, and interactive screens, allowing customers to complete transactions quickly and with minimal assistance. Despite these innovations, challenges remain. Not all customers are equally comfortable with digital systems, particularly older users or those with limited digital literacy. In this context, General Bankers multi-skilled staff who assist customers and provide financial guidance are expected to bridge the gap between technology and human interaction.

Survey-Based Research with Quantitative Analysis
The study draws on data collected from 100 customers at Bank Mandiri’s Ahmad Yani Sorong Branch. Respondents were selected based on their experience using Smart Branch services and interacting with General Bankers. Data was gathered through structured questionnaires using a five-point rating scale. The research team applied statistical analysis, including multiple linear regression, to evaluate how two key factors Smart Branch service quality and the role of General Bankers affect customer satisfaction. The respondents represented active banking users, with many visiting the branch multiple times per month and maintaining long-term relationships with the bank. This profile ensured that the findings reflect real customer experiences rather than occasional interactions.

Key Findings: Technology Outperforms Human Interaction
The study delivers clear and measurable insights into what drives customer satisfaction in modern banking:

• Smart Branch services have a strong and significant impact on customer satisfaction. Customers value speed, convenience, and the ability to complete transactions independently.
• The role of General Bankers does not show a significant direct impact. Personal interaction, while still relevant, is no longer the primary factor influencing satisfaction.
• Both factors combined still contribute significantly. When digital services and human support work together, they enhance the overall customer experience.

Statistical results confirm that Smart Branch services have a significant positive effect, while the General Banker role shows no meaningful influence when evaluated separately. This indicates a shift in customer priorities toward efficiency and digital accessibility.

Implications for Banks and Financial Services

The study offers several practical insights for banks aiming to improve customer satisfaction and remain competitive:

• Strengthen digital infrastructure. Banks should continue investing in Smart Branch systems, focusing on reliability, security, and user-friendly design.
• Redefine the role of bank staff. General Bankers should evolve into financial advisors who provide personalized guidance, rather than focusing solely on transactional services.
• Improve digital literacy among customers. Educational initiatives can help customers, especially older users, adapt to digital banking tools.
• Integrate technology with human support. While digital services dominate, human interaction remains valuable for complex transactions and relationship-building.

These strategies can help banks balance efficiency with customer engagement, ensuring a comprehensive service experience.

Author Profiles

Monicha Gabriella Mintjelungan – Bachelor of Management, researcher in banking services and customer experience, Perbanas Institute Jakarta

Pamela Magdalena – Lecturer and researcher, Perbanas Institute Jakarta, specializing in financial services and customer satisfaction

Widiastuti Murtiningrum – Academic researcher in business and digital transformation, Perbanas Institute Jakarta

Wuruy Handayani – Researcher in banking service quality and digital innovation, Perbanas Institute Jakarta.

Sources
Mintjelungan, M.G., Magdalena, P., Murtiningrum, W., & Handayani, W. (2026). The Impact of Smart Branch Services and the Role of General Bankers on Customer Satisfaction at PT Bank Mandiri Tbk, Sorong Ahmad Yani Branch. Journal of Finance and Business Digital (JFBD), Vol. 5 No. 1, hlm. 177–186.
DOI: https://doi.org/10.55927/jfbd.v5i1.4
URL: https://journaljfbd.my.id/index.php/jfbd