STRATEGI KOMUNIKASI CUSTOMER SERVICE OFFICER BANK BCA KCP MUARA KARANG 2 DALAM MENINGKATKAN CITRA PERUSAHAAN

Abstract

Customer Service is a part of an organizational unit or bank, located in the Front Office, which functions as a source of information and intermediary for banks and customers who want to obtain bank services and products. Currently, many cases of fraud are carried out by many irresponsible individuals with various modes. Lack of information received by customers will make customers easily affected by these fraud cases and this will greatly affect the company's image or banking image. This study aims to determine the strategy of Customer Service Officers at Bank BCA KCP Muara Karang 2. The object studied is the CSO Strategy in improving the company's image. This study uses a qualitative descriptive method. Data collected in the form of interviews, observations, and participant observations. This study uses the theory of BCA CSO communication strategies in general which focus on Service Excellence which aims to build customer loyalty and satisfaction and public relations theory. The results of the study indicate that the CSO communication strategy at BCA Muara Karang 2 is successful and runs effectively, CSOs can respond and receive customer complaints well and the CSO communication that is running is effective and produces customer loyalty and a positive image for BCA KCP Muara Karang 2.