Pengelolaan Kesan Verbal dan Nonverbal Customer Service

Rismiatun Rismiatun; Umaimah Wahid; Ilham Ramdana

doi:10.31000/nyimak.v4i1.2214

Pengelolaan Kesan Verbal dan Nonverbal Customer Service

Rismiatun Rismiatun, Umaimah Wahid, Ilham Ramdana

Abstract

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

ABSTRACT

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

Full Text:

PDF

References

Akroush, Mamoun N., Amjad Abu ELSamen, Motteh Saleh Al-Shibly, and Fayez M. Al-Khawaldeh. 2010. “Conceptualisation and Development of Customer Service Skills Scale: An Investigation of Jordanian Customers.” International Journal of Mobile Communications 8(6):625–53.

Bambacas, Mary, and Margaret Patrickson. 2008. “Interpersonal Communication Skills That Enhance Organisational Commitment.” Journal of Communication Management 12(1):51–72.

Bonaccio, Silvia, Jane O’Reilly, Sharon L. O’Sullivan, and François Chiocchio. 2016. “Nonverbal Behavior and Communication in the Workplace: A Review and an Agenda for Research.” Journal of Management (5):1044–74.

Bucata, George, and Alexandru Marius Rizescu. 2017. “The Role of Communication in Enhancing Work Effectiveness of an Organization.” Sciendo 22(1):49–57.

Chambers, Mary. 2018. “Interpersonal Relationships and Communication as a Gateway to Patient and Public Involvement and Engagement.” Health Expectation 21(2):407–8.

Chopra, Komal. 2014. “Empirical Study on Role of Customer Service in Delivering Satisfaction at Branded Retail Outlets in Pune.” Procedia Economics and Finance 11:239–46.

Febrianita, Roziana, and Susi Hardjati. 2019. “The Power of Interpersonal Communication Skill in Enhancing Service Provision.” Journal of Social Science Research 14:3192–99.

Ford, Wendy S. Zabava. 2016. “Communication and Customer Service.” Annals of the International Communication Association 22(1):341–75.

Goffman, Erving. 1959. The Presentation of Self in Everyday Life. Pelican Book.

Hidayat, R., and Abdul Basit. 2018. “Pengaruh Service Excellence Terhadap Brand Equity Pada Pelanggan Batik Air.” Nyimak: Journal of Communication 2(1):17–35.

Holmqvist, Jonas, and Christian Grönroos. 2012. “How Does Language Matter for Services? Challenges and Propositions for Service Research.” Journal of Service Research 15(4):430–42.

Jabeer, Hassan, and Nasreen Akhtar. 2013. “Empathy and Communicative Competence of Customer Service Representative in Public and Private Telecom Sectors.” Pakistan Journal of Social and Clinical Psychology 11(2):47.

Jakic, Ana, Maximilian Oskar Wagner, and Anton Meyer. 2017. “The Impact of Language Style Accommodation during Social Media Interactions on Brand Trust.” Journal of Service Management 28(3):418–41.

Kasmir. 2006. Etika Customer Service. Jakarta: PT. Raja Grafindo Persada.

Kim, Kawon, and Melissa A. Baker. 2017. “How the Employee Looks and Looks at You: Building Customer–Employee Rapport:” Journal of Hospitality & Tourism Research 43(1):20–40.

LaTour, Kathryn A., and Lewis P. Carbone. 2014. “Sticktion: Assessing Memory for the Customer Experience.” Cornell Hospitality Quarterly 55(4):342–353.

Lin, Cheng-Yu, and Jiun-Sheng Chris Lin. 2017. “The Influence of Service Employees’ Nonverbal Communication on Customer-Employee Rapport in the Service Encounter.” Journal of Service Management 28(1):107–32.

Majid, S. A. 2009. Customer Service Dalam Bisnis Jasa Transportasi. Jakarta: PT. Raja Grafindo Persada.

Morreale, Sherwyn P., Michael M. Osborn, and Judy Pearson. 2000. “Why Communication Is Important: A Rationale for the Centrality of the Study of Communication.” Journal Ofthe Association for Communication Administration 29:1–25.

Mulyana, Deddy. 2010. Metodologi Penelitian Kualitatif: Paradigma Baru Ilmu Komunikasi Dan Ilmu Sosial Lainnya. Bandung: PT. Remaja Rosdakarya.

Mulyana, Deddy, and Solatun. 2013. Metode Penelitian Komunikasi: Contoh-Contoh Penelitian Kualitatif Dengan Pendekatan Praktis. Bandung: PT. Remaja Rosdakarya.

Mulyana, Dedy. 2017. Ilmu Komunikasi Suatu Pengantar. Bandung: PT. Remaja Rosdakarya.

Oghenekaro, Adeniran Pauline. 2018. “Deployment of Soft Skills for Effective Customer Service in the 21st Century Library.” Computer Science & Communications 6(3):43–50.

Okoro, Ephraim, Melvin CWashington, and Otis Thomas. 2017. “The Impact of Interpersonal Communication Skills on Organizational Effectiveness and Social Self-Efficacy: A Synthesis.” International Journal of Language and Linguistics 4(3):28–32.

Peeters, Helga, and Filip Lievens. 2006. “Verbal and Nonverbal Impression Management Tactics in Behavior Description and Situational Interviews.” International Journal of Selection and Assessment 14(3):206–22

Ridwan, Wawan, Soewarto Hardhienata, and M. Entang. 2016. “The Relationship of Interpersonal Communication, Organizational Commitment and Supervision to Principal’s Performance.” International Journal of Managerial Studies and Research (IJMSR) 4(11):21–24.

Singh, Amit Kumar. 2014. “Role of Interpersonal Communication in Organizational Effectiveness.” International Journal of Research in Management and Business Studies (IJRMBS) 1(4).

Soderlund, Magnus, and Claes-Robert Julander. 2009. “Physical Attractiveness of the Service Worker in the Moment of Truth and Its Effects on Customer Satisfaction.” Journal of Retailing and Consumer Services 16(3):216–26.

Strategic Direction. 2014. “Communication Competence Improves Organizational Effectiveness: How Communicative Leaders Influence Employee Attitudes, Well-Being and Performance.” Strategic Direction 30(8):28–31.

Verma, Deepak. 2013. “Communication: A Necessary Leadership Skill.” Management Guru: Journal of Management Research Volume 2:95–101.

Yuksel, Atila. 2008. “Nonverbal Service Behavior and Customer’s Affective Assessment.” Journal of Quality Assurance in Hospitality & Tourism 9(1):57–77.

DOI: http://dx.doi.org/10.31000/nyimak.v4i1.2214