Penggunaan Attribution Theory Pada Penanganan Komplain Nasabah Melalui Instagram @bankbri_id Oleh Customer Service Digital
Abstract
There are several complaints comments on Instagram Bank Rakyat Indonesia @bankbri_id that customers write. This research focuses on the use of Attribution Theory that is used in the process of resolving complaint. The fact that underlies this research is that customers are dissatisfied with the services provided by the company. Complaint-related comments on the company's social media must be resolved immediately in order to maintain the quality of service and the company's reputation. This research uses a qualitative approach with the netnographic method, which is a method used to for examining the communication which originates in new technologies and is carried out by individuals. The results showed that the use of Internal Attributes by Bank Rakyat Indonesia's Digital Customer Service to customers who have the potential to produce viral negative comments and External Attributes are used on customers who have recently complained and often complain but their viral potential is relatively small. This research could be used as a reference for companies, especially those that have a digital customer service division.
Keywords: Complaints, Digital Services, Attribution
Abstrak
Pada Instagram Bank Rakyat Indonesia yaitu @bankbri_id terdapat beberapa komentar komplain yang nasabah tuliskan. Penelitian ini fokusnya pada penggunaan Attribution Theory yang digunakan pada proses penyelesaian komplain. Fakta yang mendasari penelitian ini adalah pelanggan merasa tidak puas dengan pelayanan yang diberikan oleh perusahaan. Komentar komplain yang ada pada media sosial perusahaan harus segera diselesaikan untuk menjaga kualitas pelayanan dan reputasi perusahaan. Penelitian ini menggunakan pendekatan kualitatif dengan metode netnografi yaitu metode yang digunakan untuk meneliti komunikasi yang dilakukan oleh individu secara digital yaitu melalui media sosial. Hasil penelitian menunjukkan bahwa Customer Service Digital Bank Rakyat Indonesia menggunakan Atribut Internal dalam menghadapi nasabah yang berpotensi menghasilkan komentar negatif serta viral di Instagram @bankbri_id dan menerapkan Atribut Eksternal pada nasabah yang baru pertama kali melakukan komplain dan nasabah yang sudah sering komplain, tetapi potensi viralnya relatif kecil. Penelitian ini dapat menjadi referensi bagi perusahaan khususnya yang mempunyai divisi layanan pelanggan secara digital.
Kata Kunci : Komplain, Layanan Digital, Atribusi
Keywords
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DOI: https://doi.org/10.36914/jikb.v7i1.603
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