NADIANZULI, NURVITA (2025) PERAN RELATIONSHIP MANAGER DALAM MENINGKATKAN LOYALITAS NASABAH DI INDUSTRI PERBANKAN : STUDI PADA BANK OCBC CABANG PONDOK INDAH METRO 2. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to examine the role of Relationship Managers (RMs) in enhancing customer loyalty at Bank OCBC Pondok Indah Metro 2 Branch. Customer loyalty is defined as the continuous commitment of customers to use the bank’s services, which is influenced by trust, satisfaction, interpersonal communication, empathy, and value creation. RMs are positioned as frontliners who build personal relationships through intensive interactions with customers. The research applies a qualitative approach with a constructivist paradigm and case study method. The subjects consist of four RMs in different positions (Premier Banking Manager, Emerging Business RM, Personal Funding RM, and Team Leader) and three active customers from the premier and retail segments. Informants were selected using purposive sampling, while data were collected through in-depth interviews, participant observation, and secondary document analysis. Data were analyzed using thematic analysis to identify the key themes related to the RM’s role in building customer loyalty. The findings indicate that RMs act not only as service providers but also as financial advisors, empathetic communicators, and personal relationship builders. The dominant factors found include open communication, personalized services, and consistent follow-ups that enhance customer satisfaction and trust. The study concludes that customer loyalty can be strengthened through the consistent presence of RMs as relationship builders. A deep understanding of customer needs, the provision of relevant solutions, and the maintenance of intensive interactions significantly reinforce emotional attachment and trust. These findings contribute theoretically to the literature on interpersonal communication and customer loyalty, while also providing practical implications for bank management in optimizing the role of RMs. Keywords: Relationship Manager, customer loyalty, interpersonal communication, banking, case study Penelitian ini bertujuan untuk mengetahui peran Relationship Manager (RM) dalam meningkatkan loyalitas nasabah di Bank OCBC Cabang Pondok Indah Metro 2. Loyalitas nasabah didefinisikan sebagai komitmen berkelanjutan nasabah untuk terus menggunakan layanan bank, yang dipengaruhi oleh kepercayaan, kepuasan, komunikasi interpersonal, empati, dan nilai tambah. RM diposisikan sebagai garda terdepan yang menjalin hubungan personal melalui interaksi intensif dengan nasabah. Penelitian ini menggunakan pendekatan kualitatif dengan paradigma konstruktivisme dan metode studi kasus. Subjek penelitian terdiri dari empat RM dengan jabatan berbeda (Premier Banking Manager, Emerging Business RM, Personal Funding RM, dan Team Leader) serta tiga nasabah aktif dari segmen premier dan ritel. Informan dipilih dengan teknik purposive sampling, sedangkan data diperoleh melalui wawancara mendalam, observasi partisipatif, dan analisis dokumen sekunder. Data dianalisis dengan teknik analisis tematik untuk mengidentifikasi tematema utama terkait peran RM dalam membangun loyalitas nasabah. Hasil penelitian menunjukkan bahwa RM tidak hanya berperan sebagai penyedia layanan transaksi, tetapi juga sebagai penasihat finansial, komunikator empatik, dan pembangun hubungan personal. Faktor dominan yang ditemukan meliputi komunikasi terbuka, pelayanan personal, dan tindak lanjut yang konsisten sehingga memperkuat kepuasan dan kepercayaan nasabah. Kesimpulan penelitian ini menegaskan bahwa loyalitas nasabah dapat ditingkatkan melalui kehadiran RM yang konsisten berperan sebagai relationship builder. Pemahaman mendalam terhadap kebutuhan nasabah, pemberian solusi relevan, serta intensitas interaksi yang terjaga mampu memperkuat keterikatan emosional dan rasa percaya. Temuan ini berkontribusi secara teoretis pada literatur komunikasi interpersonal dan loyalitas nasabah, sekaligus memberikan implikasi praktis bagi manajemen bank dalam pengelolaan hubungan nasabah. Kata Kunci: Relationship Manager, loyalitas nasabah, komunikasi interpersonal, perbankan, studi kasus
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