FERNANDO, JOUVAN (2025) KOMPETENSI KOMUNIKASI CUSTOMER SERVICE PT BANK CENTRAL ASIA TBK KANTOR CABANG PEMBANTU GREEN VILLAGE DALAM MENCAPAI PELAYANAN PRIMA PADA BRANCH SERVICE QUALITY (BSQ). S1 thesis, Universitas Mercu Buana.
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Abstract
The role of customer service in providing services to customers is a crucial component in maintaining customer trust and loyalty in the banking sector. In the context of direct service at the front office, customer service not only carries out administrative functions, but also represents the company's values and image. This study focuses on exploring the role of customer service in realizing excellent service to customers, especially within the framework of organizational communication. The purpose of this study is to determine and analyze the Communication Competence of Customer service at PT Bank Central Asia Tbk Green Village Branch Office in Achieving Excellent Service at Branch Service Quality (BSQ) This study uses the communication competency theory of Joseph A. DeVito which consists of three main dimensions: motivation, knowledge, and skills. In addition, the theory of excellent service from Prasetyorini which includes the principles of attitude, attention, and action, as well as the organizational communication theory from Goldhaber which divides the communication flow into downward, upward, and external directions, are used to provide a comprehensive understanding of how customer service carries out its communicative tasks. This study applies a constructivist paradigm with a descriptive qualitative approach. Informants were selected purposively, consisting of customer service, supervisors, and customers who had been served directly. Data collection techniques were conducted through in-depth interviews and field observations, and their validity was tested through source triangulation. The results of the study indicate that customer service has high motivation, good product knowledge, but still needs improvement in practical communication skills, especially in simplifying information and handling customers with diverse backgrounds. In terms of excellent service, a friendly attitude, sincere attention, and quick action have been consistently applied, although improvements are still needed in dealing with complex service situations. Organizationally, downward and external communication is effective, while upward communication still needs to be strengthened so that aspirations and obstacles in the field can be heard more. Overall, customer service plays a strategic role as the main liaison between the company and customers in realizing professional, communicative, and customer satisfactionoriented services. Keywords: Communication Competence, Customer service, Excellent Service, Public Relations, Organizational Communication Peran customer service dalam memberikan pelayanan kepada nasabah menjadi komponen krusial dalam menjaga kepercayaan dan loyalitas pelanggan di sektor perbankan. Dalam konteks pelayanan langsung di front office, customer service tidak hanya menjalankan fungsi administratif, tetapi juga menjadi representasi nilai dan citra perusahaan. Penelitian ini berfokus pada eksplorasi peran customer service dalam mewujudkan pelayanan prima terhadap nasabah, khususnya dalam kerangka komunikasi organisasi. Tujuan penelitian ini untuk mengetahui dan menganalisis Kompetensi Komunikasi Customer service PT Bank Central Asia Tbk Kantor Cabang Pembantu Green Village Dalam Mencapai Pelayanan Prima Pada Branch Service Quality (BSQ) Penelitian ini menggunakan teori kompetensi komunikasi dari Joseph A. DeVito yang terdiri dari tiga dimensi utama: motivasi, pengetahuan, dan keterampilan. Selain itu, teori pelayanan prima dari Prasetyorini yang mencakup prinsip sikap, perhatian, dan tindakan, serta teori komunikasi organisasi dari Goldhaber yang membagi alur komunikasi ke dalam arah ke bawah, ke atas, dan eksternal, digunakan untuk memberikan pemahaman yang menyeluruh mengenai bagaimana customer service menjalankan tugas komunikatifnya. Penelitian ini menerapkan paradigma positivisme dengan pendekatan kualitatif deskriptif. Informan dipilih secara purposif, terdiri dari customer service, supervisor, dan nasabah yang pernah dilayani langsung. Teknik pengumpulan data dilakukan melalui wawancara mendalam dan observasi lapangan, serta diuji keabsahannya melalui triangulasi sumber. Hasil penelitian menunjukkan bahwa customer service memiliki motivasi yang tinggi, pengetahuan produk yang baik, namun masih perlu peningkatan dalam keterampilan komunikasi praktis, terutama dalam menyederhanakan informasi dan menangani nasabah dengan latar belakang beragam. Dalam aspek pelayanan prima, sikap ramah, perhatian tulus, dan tindakan cepat sudah diterapkan secara konsisten, meskipun masih perlu perbaikan dalam menghadapi situasi pelayanan kompleks. Secara organisasi, komunikasi ke bawah dan eksternal berjalan efektif, sementara komunikasi ke atas masih perlu diperkuat agar aspirasi dan kendala di lapangan dapat lebih terdengar. Secara keseluruhan, customer service berperan strategis sebagai penghubung utama antara perusahaan dan nasabah dalam mewujudkan pelayanan yang profesional, komunikatif, dan berorientasi pada kepuasan pelanggan. Kata Kunci: Kompetensi Komunikasi, Customer service, Pelayanan Prima, Public Relations, Komunikasi Organisasi
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