Hutagaol, Bintang Yessica (2025) Implementasi Strategi Komunikasi BCA Tomang Raya Dalam Mempertahankan Kualitas Pelayanan. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Penelitian ini bermaksud untuk menganalisis strategi komunikasi yang diterapkan oleh BCA KCP Tomang Raya dalam mempertahankan kualitas pelayanan kepada nasabah. Penelitian ini memakai pendekatan kualitatif dengan metode studi kasus untuk memperoleh pemahaman mendalam mengenai implementasi komunikasi di lingkungan perbankan. Data diperoleh melalui wawancara, observasi, dan dokumentasi yang dianalisis secara deskriptif. Hasil penelitian memperlihatkan bahwa strategi komunikasi yang diterapkan BCA KCP Tomang Raya berkontribusi signifikan kepada peningkatan kepuasan dan loyalitas nasabah. Komunikasi internal yang efektif melalui MyBCA Portal, InfoBCA, briefing rutin, serta koordinasi antardivisi mendukung kelancaran operasional dan pelayanan yang konsisten. Sementara itu, komunikasi eksternal memakai media sosial, layanan telepon, Webchat halo BCA, dan peran frontliner seperti teller berhasil membangun hubungan yang erat dengan nasabah serta memastikan informasi disampaikan secara akurat dan tepat waktu. Selain itu, strategi komunikasi yang adaptif kepada perkembangan teknologi, seperti pemakaian aplikasi mobile banking dan media visual, membantu bank menangani keluhan nasabah dengan cepat dan meningkatkan kepercayaan mereka. Penelitian ini juga menemukan bahwa pelatihan komunikasi bagi karyawan, khususnya petugas frontliner, berperan penting dalam menciptakan pengalaman pelayanan yang positif. Hasil ini menegaskan pentingnya peran komunikasi dalam menjaga kualitas pelayanan di sektor perbankan, terutama di era digital yang menuntut kecepatan dan ketepatan informasi. Oleh karena itu, BCA KCP Tomang Raya harus terus berinovasi dalam strategi komunikasinya agar dapat memenuhi harapan nasabah dan mempertahankan keunggulan kompetitifnya. This study aims to analyze the communication strategies implemented by BCA KCP Tomang Raya in maintaining service quality for its customers. A qualitative approach with a case study method was used to gain an in-depth understanding of communication practices within the banking sector. Data were collected through interviews, observations, and documentation, and analyzed descriptively. The results show that BCA KCP Tomang Raya's communication strategies significantly contribute to customer satisfaction and loyalty. Effective internal communication through MyBCA Portal, InfoBCA, regular briefings, and interdepartmental coordination supports smooth operations and consistent service delivery. Externally, the use of social media, telephone services, Webchat halo BCA, and frontliners such as tellers has strengthened relationships with customers by ensuring accurate and timely information dissemination. The bank’s adaptive communication strategies, including the use of mobile banking applications and visual media, enable quick resolution of customer complaints, thus enhancing trust and satisfaction. The study also highlights the importance of communication training for employees, especially frontliners, in providing positive service experiences. These findings underscore the crucial role of communication in maintaining service quality within the banking sector, particularly in the digital era that demands speed and accuracy in information delivery. To meet evolving customer expectations and sustain its competitive advantage, BCA KCP Tomang Raya must continue to innovate in its communication strategies.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44219110128 |
| Uncontrolled Keywords: | Strategi komunikasi, kualitas pelayanan, Implementasi Strategi, kepuasan nasabah, perbankan. Communication strategy, service quality, Strategy implementation, customer satisfaction, banking. |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | ZAIRA ELVISIA |
| Date Deposited: | 06 Oct 2025 04:08 |
| Last Modified: | 06 Oct 2025 06:59 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/98812 |
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