Pengelolaan Kesan Verbal dan Nonverbal Customer Service

Rismiatun Rismiatun, Umaimah Wahid, Ilham Ramdana


Pengelolaan kesan menjadi hal yang krusial bagi customer service. Sebagai ujung tombak perusahaan, customer service senantiasa ada di garda terdepan dalam berinteraksi dengan pelanggan dan dituntut mampu memberi pelayanan terbaik pada pelanggan. Penelitian ini hendak mengetahui bagaimana pengelolaan kesan verbal dan nonverbal customer service Universitas Budi Luhur. Melibatkan empat informan, penelitian menggunakan paradigma konstruktivisme dengan pendekatan deskriptif-kualitatif. Data penelitian diperoleh melalui wawancara, studi dokumentasi, dan observasi. Hasil penelitian menunjukkan pengelolaan kesan di panggung depan bertujuan untuk memperoleh kesan positif sewaktu berinteraksi dengan pelanggan. Pengelolaan kesan ini dilakukan melalui penggunaan pesan verbal dan nonverbal, di mana keduanya dapat saling memperkuat satu sama lain.

Kata Kunci: Dramaturgi, pesan verbal, pesan nonverbal, customer service



Impression management is crucial for customer service. As the spearhead of company, customer service is always at the forefront in interacting with customers and is demanded to be able to provide the best service to customers. This study wanted to find out how to manage verbal and nonverbal customer service at Budi Luhur University. Involving four informants, the research uses a constructivism paradigm with a descriptive-qualitative approach. Research data obtained through interviews, documentation, and observations. The results showed that the management of impressions on the front stage aims to obtain positive impressions when interacting with customers. This impression management is done through the use of verbal and nonverbal messages, where both can reinforce one another. 

Keywords: Dramaturgy, verbal messages, nonverbal messages, customer service

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