  The growing population of older people in Indonesia--the world's fourth-most
populous country--makes a larger cake for the pension business, including in
the banking sector. PT Bank Jaya Artha is one of the Indonesian banks that
provide products and services for people who are set to enter retirement age.
In the wake of tight competition in the pension business market, Bank Jaya
Artha has since 2019 imposed a fine of three times of installments in addition
to 5% of outstanding debt on customers planning to repay their debt in a
mission to prevent them from leaving for competitors. While the clause is not
included in loan agreements signed before the implementation, it applies to
past loan agreements as well. This, in turn, has led to customer complaints.
The research is meant to find out how the implementation of the unconsented
clause has affected customer satisfaction and willingness to recommend the bank
and what the bank should do to become more customer-centric, according to
customers. Using a design thinking framework, the research collects
quantitative and qualitative data from the bank's pension customers through
questionnaires and forum group discussions. Statistical analysis is utilized on
quantitative data from questionnaires, and content analysis is utilized on
qualitative data from questionnaires. A narrative analysis is also used to
explain qualitative data from forum group discussions. The result shows that
there are problems in the way the bank communicates information to customers,
particularly information about the loan repayment fine. Lack of transparency, a
reactive approach instead of a proactive one, the obscurity of the information,
and the time the information is delivered have affected customers' satisfaction
toward the bank.
