The Impacts of Corporate Culture on the Productivity of Services of Bank Rakyat Indonesia

Djokosantoso Moeljono

Muhammadiyah University of Surakarta

Central Java, Indonesia

dsmgama@yahoo.com

Roberto Akyuwen

Finance Education and Training Center Yogyakarta

Ministry of Finance Republic Indonesia

robertoakyuwen@yahoo.com

Abstract

Bank Rakyat Indonesia (BRI) has been recognized worldwide for its performance in microfinance. Many researchers from various countries have used BRI as research object and reference. In December 2009, BRI has had 395 branch offices spread all over Indonesia with more than 35 million customers who is continue to grows about 20 percent annually. As one of the lead bank, BRI’s performance is heavily depending on its human resource productivity in providing high quality services to the customers. This study is aimed to examine the impact of corporate culture on the BRI’s productivity of services as an effort to improve the bank’s marketing. Four indicators which have been used to represent the corporate culture were integrity, professionalism, role model, and appreciation to human resource achievement. Meanwhile, the productivity of services was explained by working ethic, ability to meet costumer’s need, problem solving capability, customer satisfaction, qualification end empowerment capacity, and quality, service, and process improvement. Total amount of 935 BRI’s employees and 1,465 customers have been selected as survey respondents by using purposive cluster sampling method. These respondents were taken from the BRI Head Office, 24 Branch Offices, and 96 BRI Units. In addition, interviews, focus group discussions, observations, and comparative studies were also undertaken. It was found that the three indicators of BRI’s corporate culture i.e. integrity, professionalism, and appreciation to human resource achievement have had significant impacts on its productivity of services provided to the customers. These mean that the more effective of the implementation of corporate culture, the higher the productivity of services.

Keywords:     corporate culture, integrity, professionalism, role model, appreciation on human resource achievement, productivity of services.