Marketing Communication Theory

Oct 13, 2025 by leolavanderia.com.br 144 views

The Effect of Customer Service Services on Citra BNI among Customers

Introduction

In today's highly competitive business landscape, a company's image plays a crucial role in its sustainability and growth. This is particularly true for financial institutions like banks, where a positive image can lead to increased customer confidence and loyalty. The purpose of this study is to explore the effect of customer service services on the company's image among BNI customers located in Medan. This research aims to provide insights into the correlation between customer service services and the corporate image of BNI, a leading bank in Indonesia.

Research Support Theory

Several theories underlie this research, including:

Marketing Communication Theory: This theory states that effective communication between the company and customers can build a positive image. By providing clear and concise information, companies can establish trust and credibility with their customers.
Public Relations Theory: This theory emphasizes the importance of good and transparent interaction with customers to improve the company's reputation. By being responsive to customer needs and concerns, companies can demonstrate their commitment to customer satisfaction.
Service Theory: This theory states that quality service is the key to maintaining customers. By providing excellent service, companies can differentiate themselves from their competitors and build a loyal customer base.
Company Image Theory: This theory illustrates how customers view the company based on their experience and interaction. A positive company image can lead to increased customer loyalty and retention.

Research Methodology

The method used in this study is correlational research. Researchers used a hypothesis test using the Spearman's Rho method and the Guilford scale. The study was conducted at the BNI Main Branch Office in Medan by involving 30 respondents selected using an accidental sampling technique. Data analysis techniques include single table analysis, table cross analysis, and hypothesis testing.

Research Result

Hypothesis test results show the correlation coefficient of 0.531, which indicates a significant relationship between services provided by customer service and the positive image of the company among BNI customers. In addition, the results of the calculation of the coefficient of determination show that the effect of customer service services on the company's image reaches 28.19%.

Analysis and Explanation

The results of this study illustrate that quality customer service services are very influential on BNI's image as a financial institution. A positive image can increase customer confidence, which in turn has the potential to increase customer loyalty to banks. Therefore, BNI needs to continue to improve the quality of customer service services in order to maintain and improve the company's image in the eyes of customers.

Strategies for Improvement

Several strategies can be applied by BNI to improve its customer service services and maintain a positive company image. These include:

Increasing training for customer service: Providing regular training and development opportunities for customer service staff can help improve their competence and ability to provide excellent service.
Paying attention to feedback from customers: Conducting regular surveys and gathering feedback from customers can help identify areas for improvement and provide insights into customer needs and expectations.
Conducting evaluation and improvement: Regularly evaluating and improving customer service processes and procedures can help ensure that they are aligned with customer needs and expectations.

Conclusion

In conclusion, customer service services not only function as information providers or problem solvers, but also play an important role in building and maintaining the positive image of the company among customers. In the banking world full of competition, service quality is one of the key factors for success and continuous growth. By providing excellent customer service, BNI can differentiate itself from its competitors and build a loyal customer base.

Recommendations

Based on the findings of this study, the following recommendations are made:

BNI should continue to improve the quality of customer service services: By providing regular training and development opportunities for customer service staff, BNI can help improve their competence and ability to provide excellent service.
BNI should pay attention to feedback from customers: Conducting regular surveys and gathering feedback from customers can help identify areas for improvement and provide insights into customer needs and expectations.
BNI should conduct regular evaluation and improvement: Regularly evaluating and improving customer service processes and procedures can help ensure that they are aligned with customer needs and expectations.

By implementing these recommendations, BNI can maintain a positive company image and build a loyal customer base.
Frequently Asked Questions (FAQs) about the Effect of Customer Service Services on Citra BNI among Customers

Q: What is the purpose of this study?

A: The purpose of this study is to explore the effect of customer service services on the company's image among BNI customers located in Medan.

Q: What theories underlie this research?

A: Several theories underlie this research, including Marketing Communication Theory, Public Relations Theory, Service Theory, and Company Image Theory.

Q: What method was used in this study?

A: The method used in this study is correlational research. Researchers used a hypothesis test using the Spearman's Rho method and the Guilford scale.

Q: How many respondents were involved in this study?

A: The study involved 30 respondents selected using an accidental sampling technique.

Q: What were the results of the hypothesis test?

A: The hypothesis test results show the correlation coefficient of 0.531, which indicates a significant relationship between services provided by customer service and the positive image of the company among BNI customers.

Q: What is the effect of customer service services on the company's image?

A: The results of the calculation of the coefficient of determination show that the effect of customer service services on the company's image reaches 28.19%.

Q: What strategies can be applied by BNI to improve its customer service services?

A: Several strategies can be applied by BNI to improve its customer service services, including increasing training for customer service, paying attention to feedback from customers, and conducting regular evaluation and improvement.

Q: Why is customer service important for BNI?

A: Customer service is important for BNI because it can help build a positive company image, increase customer confidence, and lead to increased customer loyalty.

Q: What are the benefits of providing excellent customer service?

A: The benefits of providing excellent customer service include building a loyal customer base, increasing customer retention, and differentiating BNI from its competitors.

Q: How can BNI measure the effectiveness of its customer service services?

A: BNI can measure the effectiveness of its customer service services by conducting regular surveys, gathering feedback from customers, and evaluating customer satisfaction.

Q: What are the implications of this study for BNI?

A: The implications of this study for BNI are that it needs to continue to improve the quality of its customer service services to maintain and improve its company image in the eyes of customers.

Q: What are the limitations of this study?

A: The limitations of this study include the small sample size and the use of a correlational research design.

Q: What are the future research directions for this study?

A: Future research directions for this study include conducting a longitudinal study to examine the effect of customer service services on the company's image over time, and exploring the impact of customer service services on customer loyalty and retention.