Intuitive Decision Making Practice and Its Role in Creating Bank Profit

Abstract

The gain of profits in accordance to the targets, quantity targets and time target is the goal and mission of any company. In gaining profits, the role of leader is very important, especially their role in decision making. According to the theoretical review and empirical findings, it is found that leaders tend to use rationality in their decision making to gain profit. Yet, it is questioned whether uni-dimensional with rational decision making is still applicable to encourage the acceleration of company’s profit gain in this globalization era? The question comes up because along with the increase of interest in the use intuition in decision making, the theories used as the basis of intuitive decision making have also developed. Thus, for the development of empirical study in the field of decision making or often called as Intuitive Decision Making (IDM), the use of IDM should be further investigated. The research aims to find out the construction of Bank Leaders in the practice of IDM in gaining bank profit and its role to accelerate the creation of bank profit. This is a qualitative research using constructivism approach with interactive data analysis. The subjects of this research consist of 8 participants. The findings of this research support the basic theory called Cognitive Experiential Self Theory (CEST) by Epstein (1996) who states that there is an interaction between IDM and RDM (Rational Decision Making). The role of IDM played by the heads of BRI Bank new branch-offices has been proven to accelerate the profit gain with the appearance of 6 (six) factors which influence that role. This research also results in two important propositions which ultimately generate a decision making model in relation with the acceleration of profit gain and development of the path scheme of intuition formation.

Keywords: Intuition, Intuitive Decision Making (IDM), Rational Decision Making (RDM), Cognitive Experiential Self Theory (CEST), Bank Profit.