Published in the Asian Journal of Applied Business and Management (AJABM), the study examined customer satisfaction among members of the Tirta Dharma Employee Consumer Cooperative in Pontianak, West Kalimantan. The findings provide new evidence that human interaction remains the most influential factor in member satisfaction, even as financial services increasingly adopt digital tools and automated processes.
Why Cooperative Service Quality Matters
Cooperatives continue to play an important role in Indonesia’s economic system by providing financial services, credit access, and community-based economic support. Savings and loan cooperatives, in particular, help members access financing that may otherwise be difficult to obtain through conventional banking institutions.
The Tirta Dharma Employee Consumer Cooperative, established in 1978, serves hundreds of members through various business units, including its primary savings and loan operation. The cooperative reported steady growth in service revenue over recent years, reflecting continued demand for its financial services.
As competition among financial institutions increases, understanding what drives member satisfaction has become increasingly important. Satisfied members are more likely to remain loyal, continue using cooperative services, and recommend the institution to others.
Surveying Members with Direct Service Experience
The research analyzed responses from 100 cooperative members who had used the savings and loan service more than once. Participants were selected because they had direct experience with the cooperative’s lending and savings operations.
Researchers focused on three service dimensions:
- People – employee behavior, communication skills, responsiveness, and professionalism.
- Process – clarity of procedures, administrative efficiency, and service flow.
- Physical Evidence – facilities, service environment, equipment, and physical infrastructure.
Data were collected through questionnaires, interviews, observations, and cooperative records. The research team then examined how these three factors influenced overall customer satisfaction.
Human Interaction Emerges as the Strongest Factor
The study found that all three service dimensions positively and significantly affect customer satisfaction.
Among them, the People factor showed the strongest influence. Members reported higher satisfaction when employees provided clear information, demonstrated professionalism, communicated effectively, and handled requests or complaints efficiently.
The statistical analysis revealed that improvements in employee-related service quality generated the largest increase in customer satisfaction compared with other variables.
According to the researchers, this finding highlights the continuing importance of human-centered service in financial organizations. While facilities and procedures matter, customers place substantial value on respectful and helpful interactions with service personnel.
Clear Processes Improve Customer Experience
The second major factor influencing satisfaction was the service process itself.
Members expressed greater satisfaction when administrative procedures were easy to understand, systematic, and efficient. Clear service flows reduced confusion and made savings and loan transactions more convenient.
The findings suggest that simplifying procedures and minimizing unnecessary administrative barriers can improve the overall customer experience.
For cooperative managers, this means that operational efficiency is not only a matter of productivity but also a key contributor to member satisfaction.
Facilities and Physical Environment Also Matter
The study also found that physical evidence—such as office facilities, waiting areas, equipment, and overall service environment—has a positive effect on customer satisfaction.
Although its influence was smaller than that of employee performance and service processes, physical infrastructure still contributed significantly to members’ perceptions of service quality.
Comfortable service spaces, organized layouts, and adequate facilities help create a professional atmosphere that strengthens trust in the institution.
In service-based organizations, physical surroundings often serve as visible indicators of credibility and operational quality.
Key Findings at a Glance
The study reported several notable results:
- People, Process, and Physical Evidence collectively showed a strong relationship with customer satisfaction.
- The correlation coefficient reached 0.633, indicating a strong association between service quality factors and satisfaction.
- The three variables explained 40.1% of customer satisfaction levels.
- The remaining 59.9% was influenced by other factors not included in the research model.
- All three variables demonstrated statistically significant positive effects on customer satisfaction.
These findings indicate that member satisfaction is shaped by a combination of human, procedural, and environmental factors rather than a single service element.
Implications for Cooperatives and Financial Service Providers
The research offers practical insights for cooperative leaders, managers, and policymakers seeking to strengthen member engagement and service performance.
First, investment in employee development should remain a priority. Training programs that improve communication skills, customer service capabilities, and problem-solving abilities may produce measurable improvements in customer satisfaction.
Second, organizations should regularly review administrative procedures to ensure services remain simple, transparent, and efficient.
Third, maintaining attractive and functional service facilities can reinforce positive customer perceptions and increase trust in the institution.
The findings may also be relevant beyond the cooperative sector. Banks, microfinance institutions, credit unions, and other service-oriented organizations face similar challenges in balancing operational efficiency with customer experience.
As Rizkia Dian Pramesti and Samsuddin of Universitas Muhammadiyah Pontianak explain through their findings, customer satisfaction is shaped by the combined quality of employees, service processes, and physical service environments. Improvements in these areas can significantly enhance how customers perceive and evaluate financial services.
Author Profile
Rizkia Dian Pramesti is a researcher and academic affiliated with the Faculty of Economics and Business, Universitas Muhammadiyah Pontianak, Indonesia. Her research interests include service marketing, consumer behavior, customer satisfaction, and cooperative management.
Samsuddin is a lecturer and researcher at the Faculty of Economics and Business, Universitas Muhammadiyah Pontianak. His areas of expertise include management, service marketing, organizational development, and cooperative economics.
Source
Article Title: The Influence of People, Process, and Physical Evidence on Customer Satisfaction among Users of Savings and Loan Services at the Tirta Dharma Employee Consumer Cooperative in Pontianak
Journal: Asian Journal of Applied Business and Management (AJABM)
Year: 2026
Authors: Rizkia Dian Pramesti and Samsuddin
DOI: https://doi.org/10.55927/ajabm.v5i2.35
Official Journal URL: https://npaformosapublisher.org/index.php/ajabm
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