HUTAGAOL, LISA ULI (2019) AKTIVITAS CUSTOMER RELATIONS DALAM MENINGKATKAN LOYALITAS PELANGGAN SERVICE MOBIL PT.INDOSENTOSA TRADA CABANG NISSAN PURI INDAH. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Customer relations at PT. Indosentosa Trada Nissan Puri Indah Branch is conducting activities that are intended or shown to provide satisfaction through satisfying services provided by someone. The services provided include receiving complaints or problems being faced. A customer relations must be clever in finding solutions to solve the problems faced by its customers. Customer relations activities in handling complaints in the form of providing services and fostering good relations with the community, so it must be occupied with full ability, agility and patience. A customer relations must also be responsible from the beginning to the completion of a service. This research is conducted to find out how the application of service at Nissan Puri Indah Jakarta, to find out why customers remain loyal to use the service at Nissan Puri Indah Jakarta despite several failures in service, and to know customer response to the application of service so far in maintaining customer loyalty . This study uses a qualitative approach with descriptive research type. The method used is a case study with in-depth interviews with informants. The results of this study explain that the existence of good communication and relationships between the Nissan Puri Indah Jakarta workshop and its customers can increase trust and maintain customer loyalty. It also explains that the duties and functions of public relations are not carried out directly by the customer service division but are left to management. The results of the study explain that the form of communication and good relations between the company and customers that have been carried out by Nissan Puri Indah Customer Relations is proof that even though there are complaints from customers it can still maintain and maintain customer loyalty until now. Keywords: Customer Relations, customer service, customer loyalty. Customer relations di PT. Indosentosa Trada Cabang Nissan Puri Indah adalah melakukan kegiatan yang diperuntukkan atau ditunjukkan untuk memberikan kepuasan melalui pelayanan yang diberikan seseorang secara memuaskan. Pelayanan yang diberikan termasuk menerima keluhan atau masalah yang sedang dihadapi. Seorang customer relations harus pandai dalam mencari jalan keluar untuk menyelesaikan masalah yang dihadapi oleh pelanggannya. Aktivitas customer relations dalam mengangani keluhan berupa memberikan pelayanan dan membina hubungan baik dengan masyarakat, sehingga harus ditekuni dengan penuh kemampuan, kecekatan dan kesabaran. Seorang customer relations juga harus bertanggungjawab dari awal sampai selesainya suatu pelayanan. Penelitian yang dilakukan ini untuk mengetahui bagaimana penerapan pelayanan service di Nissan Puri Indah Jakarta, mengetahui alasan pelanggan tetap setia menggunakan jasa service di Nissan Puri Indah Jakarta meski terjadi beberapa kali kegagalan dalam pelayanan, dan mengetahui respon pelanggan terhadap penerapan pelayanan selama ini dalam menjaga loyalitas pelanggan. Penelitian ini menggunakan pendekatan kualitatif dengan tipe penelitian deskriptif. Metode yang digunakan adalah studi kasus dengan wawancara mendalam kepada narasumber. Hasil dari penelitian ini menjelaskan bahwa adanya komunikasi dan hubungan yang baik antara pihak bengkel Nissan Puri Indah Jakarta dan pelanggannya dapat meningkatkan kepercayaan dan menjaga loyalitas pelanggannya. Disini juga dijelaskan bahwa tugas dan fungsi public relations tidak dijalankan secara langsung oleh divisi customer service namun diserahkan kepada manajemen Hasil penelitian menjelaskan bahwa bentuk komunikasi serta hubungan yang baik antara perusahaan dengan pelanggan yang telah dilakukan oleh Customer Relations Nissan Puri Indah adalah bukti bahwa meskipun terdapat keluhan dari pelanggan masih dapat mempertahankan dan menjaga loyalitas pelanggannya hingga saat ini. Kata kunci : Customer Relations, customer service, loyalitas pelanggan
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