IMPLEMENTASI CUSTOMER RELATIONSHIP MANAGEMENT (CRM) OLEH CUSTOMER SERVICE PERMATA BANK CABANG TAMAN RATU JAKARTA BARAT DALAM MENINGKATKAN PELAYANAN KEPADA NASABAH PADA TAHUN 2023

FARDIANA, DEWI (2024) IMPLEMENTASI CUSTOMER RELATIONSHIP MANAGEMENT (CRM) OLEH CUSTOMER SERVICE PERMATA BANK CABANG TAMAN RATU JAKARTA BARAT DALAM MENINGKATKAN PELAYANAN KEPADA NASABAH PADA TAHUN 2023. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Kualitas pelayanan merupakan suatu fenomena yang menarik untuk diteliti dikarenakan keberhasilan perusahaan yang bergerak di industri jasa adalah dari segi pelayanannya. Ketika kualitas pelayanan yang diberikan kepada customer tidak sesuai yang diharapkan maka yang muncul adalah ketidakpuasan, yang pada gilirannya berdampak pada beralihnya customer ke layanan jasa pesaing. Oleh karena itu penting untuk membangun pelayanan yang excellence kepada customer guna meningkatkan kepuasan nasabah. Berdasarkan uraian tersebut, maka tujuan penelitian ini adalah untuk mengetahui Implementasi Customer Relationship Oleh Customer service Permata Bank Cabang Taman Ratu Jakarta Barat Dalam meningkatkan Pelayanan Kepada Nasabah Pada Tahun 2023. Konsep penelitian yang digunakan yakni model CARTER (Compliance, Assurance, Reliability, Tangibility, Empathy dan Responsiveness) yang dikembangkan oleh (Othman & Owen, 2020) digunakan dengan beberapa modifikasi yang berfokus pada kualitas layanan pelanggan. Paradigma penelitiannya menggunakan konstruktivistik. Metode penelitian yang digunakan adalah deskriptif kualitatif dengan melibatkan subjek penelitian sebanyak lima narasumber. Data penelitian dikumpulkan melalui wawancara mendalam dan studi kepustakaan. Analisis data penelitian menggunakan metode reduksi data, penyajian data, penarikan kesimpulan dan verifikasi. Teknik keabsahan data yang digunakan yakni triangulasi sumber. Hasil temuan penelitian dan kesimpulan menunjukkan bahwa customer service Bank Permata telah mengimplementasikan konsep model CARTER dengan baik dalam memberikan pelayanan kepada nasabah. Hal ini terlihat dari customer service yang berorientasi nasabah dalam memberikan pelayanan, berkomunikasi dengan penuh kehati-hatian, transparan, dan jujur. Petugas customer service memiliki kemampuan didalam penggunaan teknologi informasi didalam menjalankan tugas pekerjaan, dan customer service mampu memberikan pengetahuan dan pemahaman kepada nasabah yang komplain dengan baik. Service quality is an interesting phenomenon to study because the success of companies operating in the service industry is in terms of their service. When the quality of service provided to customers is not as expected, what arises is dissatisfaction, which in turn has an impact on customers switching to competing services. Therefore, it is important to build excellent service to customers in order to increase customer satisfaction. Based on this description, the aim of this research is to determine the implementation of customer relationships by Permata Bank Customer service, Taman Ratu Branch, West Jakarta in assisting and encreasing services to customers in 2023. The research concept used is the CARTER model (Compliance, Assurance, Reliability, Tangibility, Empathy and Responsiveness) developed by (Othman & Owen, 2020) which is used with several modifications that focus on the quality of customer service. The research paradigm uses constructivism. The research method used was descriptive qualitative involving five research subjects as sources. Research data was collected through in-depth interviews and literature study. Research data analysis uses data reduction methods, data presentation, drawing conclusions and verification. The data validity technique used is source triangulation The research findings and conclusions show that Bank Permata customer service has implemented the CARTER model concept well in providing services to customers. This can be seen from customer service which is customer-oriented in providing services, communicating carefully, transparently and honestly. Customer service officers have the ability to use information technology in carrying out their work duties, and customer service is able to provide knowledge and understanding to customers who complain well.

Item Type: Thesis (S1)
NIM/NIDN Creators: 44219120030
Uncontrolled Keywords: Customer Relationship Management, Customer service, Public Relations, Kepuasan Nasabah, Pelayanan Customer Relationship Management, Customer service, Public Relations, Customer Satisfaction, Service
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: SILMI KAFFA MARISKA
Date Deposited: 04 Mar 2024 05:12
Last Modified: 04 Mar 2024 05:12
URI: http://repository.mercubuana.ac.id/id/eprint/86745

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