vii ABSTRAK
Penelitian ini berjudul Customer Service dan Citra BNI (Studi Korelasional Pengaruh pelayanan Customer Service Terhadap Citra Perusahaan di Kalangan Nasabah Bank BNI Kantor Cabang Utama Medan). Tujuan penelitian ini adalah untuk mengetahui pengaruh pelayanan customer service terhadap citra perusahaan di kalangan nasabah Bank BNI Kantor Cabang Utama Medan. Teori-teori yang mendukung penelitian ini antara lain teori komunikasi pemasaran, public relations, customer service, pelayanan jasa dan citra perusahaan. Metode yang digunakan dalam penelitian ini adalah studi korelasional, dengan pengujian hipotesis menggunakan metode Spearman’s Rho dan skala Guilford.
Penelitian dilakukan di BNI Kantor Cabang Utama Medan dengan jumlah sampel 30 orang. Sampel dipilih dengan menggunakan teknik accidental sampling.
Teknik analisis data yang digunakan antara lain analisis tabel tunggal, analisis tabel silang, dan uji hipotesis. Hasil pengujian hipotesis menghasikan koefisien korelasi sebesar 0,531, menunjukkan adanya hubungan yang cukup berarti dan searah antara pelayanan customer service dengan pembentukan citra perusahaan di kalangan nasabah BNI Kantor Cabang Utama Medan. Sementara perhitungan koefisien determinasi menunjukkan besar pengaruh pelayanan customer service
terhadap citra perusahaan adalah sebesar 28,19%, dengan 71,81% sisanya dipengaruhi oleh faktor-faktor lain yang tidak diukur dalam penelitian ini.
Kata Kunci : Customer service, citra perusahaan, nasabah
▸ Baca selengkapnya: kode kantor cabang bni
(2)viii ABSTRACT
This study titled Customer Service and BNI Company’s Image ( A Correlation Study About Customer Care Service on the Image of the Company Among the Customers of Bank BNI Main Branch Office Medan). The purpose of this study is to determine the effect of customer care service on the image of the company among the customers of Bank BNI Main Branch Office Medan. The theories that support this research include the theory of marketing communications, public relations, customer service, services and corporate image. The method used in this study is a correlation study, by hypothesis testing using Spearman's Rho and scale Guilford.
Research conducted at the BNI Main Branch Office Medan with a sample of 30 people. Samples were selected using accidental sampling technique. Data analysis techniques used include single-table analysis, cross table analysis, and hypothesis testing. Results of hypothesis testing has resulted in a correlation coefficient of 0.531, showed a quite significant relationship between the services given by the customer Service with the positive company's image among customers BNI Main Branch Office Medan. While calculating the coefficient of determination shows the influence of customer care service on the image of the company amounted to 28.19 %, with the remaining 71.81 % influenced by other factors that were not measured in this study.
Keywords : Customer service, corporate image, customers
