Peran Public Relations Officer Baso Aci Ganteng dalam menangani keluhan pelanggan : Studi deskriptif kualitatif mengenai peran Public Relations Officer Baso Aci Ganteng dalam menangani keluhan pelanggan

Habibi, Mochammad Rif’atul (2020) Peran Public Relations Officer Baso Aci Ganteng dalam menangani keluhan pelanggan : Studi deskriptif kualitatif mengenai peran Public Relations Officer Baso Aci Ganteng dalam menangani keluhan pelanggan. Diploma thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

Keluhan merupakan kata yang berkonotasi negatif untuk bagi perusahaan maupun bagi konsumen. Keluhan pada umumnya diartikan sebagai kesalahan, permasalahan, sikap frustasi, konflik, kemaraham, hukuman, ganti rugi, tuntutan dan sebagainya. Sejalan dengan hal tersebut komplain pelanggan yang sering terdengar oleh manajemen Baso Aci Ganteng yakni karyawan yang kurang ramah terhadap para pembeli dan lambat dalam menyelesaikan pesanan para pembeli. Hal ini menarik untuk diteliti karena mengingat ada kualitas pelayanan yang kurang baik pada pelanggan Baso Aci Ganteng. Adapun tujuan penelitian ini yakni untuk mengetahui strategi Public Relations Officer dalam menangani keluhan pelanggan Baso Aci Ganteng serta mengetahui peran Public Relations Officer dalam menangani komplain pelanggan Baso Aci Ganteng. Adapun konsep atau teori yang dipakai dalam penelitian ini adalah teori manajemen Public Relations yakni Planning, Actuating dan Controlling. Serta didukung oleh teori peran Public Relations yang terdiri dari Fasilitator, Pemecah Masalah dan Teknisi Komunikasi. Metode penelitian yang digunakan dalam penelitian ini adalah penelitian deskriptif dimana peneltian deskriptif ini hnaya merupakan situasi atau peristiwa. Teknik data yang dilakukan peniliti dalam mengumpulkan data penelitian ini yakni observasi, wawancara dan telaah dokumen. Hasil penelitian menunjukkan bahwa tahap perencanaan dan pelaksanaan, job desk customer care terbilang cukup baik dengan secara responsive menanggapi dan menyelesakan keluhan. Namun sistem mengenai pelanggan yang berkaitan dengan data pemesanan, keluhan pelanggan, tanggapan serta tindakan dibuat yang belum dimaksimalkan costumer care. Peran sebagai fasilitator komunikasi pihak Baso Aci Ganteng menyediakan beberapa platform yang multifungsi karena difasilitasi untuk kegiatan transaksi sampai pada kolom keluhan sekaligus rating. Peran Public Relations Officer sebagai pemecah masalah di Baso Aci Ganteng dijalankan dengan baik oleh Manajer Operasional, Admin Instagram dan Karyawan Outlet, dimana ketiganya memiliki jobdesk costumer care. Peran teknisi komunikasi yang dijalankan oleh Manajer Operasional sudah cukup baik dengan membuat SOP untuk menangani keluhan pelanggan. ABSTRACT Thesis: The Role of Public Relations Officer Baso Aci Ganteng in Handling Customer Complaints Complaint is a word that has negative connotations for the company as well as for consumers. Complaints are generally defined as mistakes, problems, frustrations, conflicts, anger, punishment, compensation, demands, and so on. In line with these customer complaints that are often heard by the management of Baso Aci Ganteng, employees are less friendly to the buyers and slow in completing orders of buyers. This is interesting to research because considering there is a poor quality of service to customers Baso Aci Ganteng. The purpose of this research is to find out the strategy of Public Relations in handling customer complaints Baso Aci Ganteng and know the role of Public Relations in handling customer complaints Baso Aci Ganteng. The concept or theory used in this research is the theory of Public Relations management, namely Planning, Actuating, and Controlling. And supported by the theory of the role of Public Relations consisting of Facilitators, Problem Solvers, and Communication Technicians. The research method used in this research is descriptive research where descriptive research is a situation or event. Data techniques carried out by the reviewer in collecting research data are observations, interviews, and document studies. The results showed that in the planning and implementation stage, job desk customer care is fairly good by responsively responding and suffering complaints. But the system regarding customers relating to booking data, customer complaints, responses, and actions are made that have not been maximized customer care. Baso Aci Ganteng's role as communication facilitator provides several multifunctional platforms because it is facilitated for transaction activities up to the complaints column as well as ratings. The role of Public Relations as a problem solver in Baso Aci Ganteng is well run by Operational Managers, Instagram Admins, and Outlet Employees, all three of which have job desk customer care. The role of communication technicians run by Operations Managers is good enough to create ANPs to handle customer complaints.

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