Volume 2, Number 2 December 2022
The Influence of Communication and Problem Handling on Customer Satisfaction in Using Call Center Services
(Study on Conventional Banks in the City of Palangka Raya)
Ahmad Karliadi Pascasarjana IAIN Palangka Raya
Email: [email protected] Abstract
Communication in the banking world, especially in conventional bank call center services, is of course the main medium used to connect with customers because the customer service system is carried out remotely by telephone only and not face-to-face. In addition, the handling of problems provided by call center officers is also influenced by whether or not the communication is carried out smoothly between the customer and the call center officer who handles ongoing telephone calls, so that different actions can be taken by call center officers in providing handling problems faced by customers. This study aims to find out and dig deeper into how much influence communication and problem solving provided by call center officers have had on customer satisfaction in using the call center services provided. The method used in this study is a qualitative one that focuses on detailed observations, in which interviews are a data collection technique applied by the authors, which of course can be used to collect the required data from customers who have used the service at the call center. Based on the findings in the field, it is stated that the most dominant element in communicating in call center services is indirect interaction between the customer and the service staff and the media used.
Keywords: Communication, Problem Solving, Customer Satisfaction, Service, Call Center
INTRODUCTION
Banking is a business entity that collects funds from the public in various forms and provides services in the form of savings or credit services to the wider community. With the many types of services provided by banks to meet the needs of the wider community, of course, it is necessary to have bank employees with reliable human resources for providing good explanations and services to all prospective customers. Employability, which includes mental and physical skills, is an individual's capacity to carry out various tasks in the workplace. When workers are fully utilized, they can offer high-quality services to customers.1 This is the first step to attracting potential customers to use existing products in banking services.
1 Winda Afrillia et al, ‘"The Influence of Marketing Strategy and Service Quality on Customer Decisions at Islamic Banks,’ no.3, 2022, 215.
114 Essentially, every prospective customer who visits a bank for the first time with the intention of using a product or service does not fully comprehend the product. As a result, bank employees in charge of providing initial service to prospective customers play a critical role in providing clear information to all customers. with the goal of ensuring that customers fully comprehend the type of product or service used. Overall satisfaction can be determined by matching expectations, which can take the form of a comparison between the perceived performance and the expectations themselves.2
when a customer has decided to use a bank's product or service. Of course, it is a bank's obligation to provide maximum service to all of its customers. The services provided are, of course, related to various kinds of customer needs regarding transactions carried out in everyday life. Specifically, banks' ability to provide customers with various information related to transactions.
Various types of transactions carried out by customers, of course, may at any time experience a problem or obstacle that is not fully understood by every customer, so that in the end the customer again needs clear directions and information from the bank to overcome the transaction problems that are being experienced. For this reason, each bank always provides information and complaint services, either through face-to-face procedures between customers and bank employees directly or through call center services that have been provided by each bank.
Along with the times, of course, every bank has innovated in terms of providing information and complaint services for each of its customers. One of these innovations is to provide a call center service to make it easier for every customer to get the information needed about banking services or to make complaints about transaction constraints that are experienced, of course, in an easy way without requiring the customer to come to the banking office. Simply by making long-distance calls, customers can do this from different locations at any time without any restrictions. The telephone is a relatively new means and method of communication, and how to make calls that are fun and efficient based on needs influences other people's judgments.3
The new findings of digital banking have a significant impact on a bank's performance as well as the assessment of customer satisfaction. One of the customer
2 and Franciscus Dwikotjo Sri Sumantyo Ayu Bunga Pertiwi, Hapzi Ali, ‘Factors That Influence Customer Loyalty: Analysis of Price Perceptions, Service Quality and Customer Satisfaction’, (Literature Review of Marketing Management), no.6, 2022, 584.
3 Dendy sugono, ‘Indonesian Practical Book”,’ in Indonesian Practical Book”, (Jakarta:Kementerian pendidikan dan kebudayaan, 2011), p. 187.
services in the digital era is the call center, which is an information center service prepared by the company to provide convenience and information needed by customers. With a call center, customers can easily find all kinds of information needed in a clear and complete manner. In addition, a call center, also known as a "call center," is able to create a centralized information and service system. Apart from that, of course, it aims to make it easier for all customers to make complaints or just to get information in the midst of their busy activities.
One of the regional development banks (BPD), namely the Central Kalimantan Bank, is of course one of the banks that provides call center services for the needs of all of its customers to access information about conventional banks. With the hope that conventional bank customers will be provided with convenience in addition to accessing information, it is also easy to submit complaints or complaints openly. especially to make it easier for conventional bank customers who are outside the island of Central Kalimantan to access information and make complaints remotely without having to bother coming directly to the relevant branch office. Given that the watershed area is a feature of Central Kalimantan,4 which means the people are scattered in places that are still far away.
Apart from aiming to provide convenience to customers, conventional bank call centers must also be able to provide clear information according to the information needed by each customer who has contacted the call center service. Whether it's just general information or complaints related to transactions submitted by customers. Because basically customer satisfaction in using call center services will be determined directly by how well the information services are provided. Because conventional bank call centers provide information and complaint services using electronic media, they also have their own problems and constraints in terms of providing information and handling customer problems. One example of a problem that is often encountered when serving customers using a call center is the lack of clarity about the information asked by the customer because the network is unstable, affecting the information provided by the call center agent itself, which also becomes unclear.
The above is just one of the various problems and obstacles that often occur in serving customer complaints through conventional bank call center services. The occurrence of these problem cases came at a time when the customer or the call center service staff who were handling customer problems could not be expected. Because of course there are many causal factors, among which the problem could be with the
4 DKK Sidik R. Usop, ‘“ Budaya Betang”,’ Universitas Palangka Raya, 2012, 37.
116 communication tools and the environment around the customer himself. Or there really is a problem with the system used by the call center service.
Constraints that occur during the process of delivering information to customers through call center services will of course affect the benchmarks for assessing customer satisfaction. But in the end, this can still be handled properly if the call center service staff can maintain good communication patterns with customers using grammar, which is certainly easy for every customer to understand with a variety of different characters, especially conventional bank customers, who mostly fill out forms and are people with diverse language and cultural backgrounds, so appropriate communication methods are needed to achieve comprehensive information delivery to customers. The application of information systems will certainly affect the assessment of the service quality of a bank, which also has a bigger role in depending on the activities of collecting, processing, analyzing, and providing information needed for the benefit of its customers.5
Quality is a conscious action based on the standard of expertise with the aim of meeting customer needs, meaning that the quality of a service can be assessed by making a comparison between reality and the expectations of customers for a service provided by the company and its services. 6For this reason, good communication is one of the determining factors that can be used to assess customer satisfaction when using conventional bank call center services, which are a form of problem solving or solutions provided by call center service officers for the problems being faced by customers. will form a feeling of dissatisfaction with customers if the handling of problems provided by call center officers does not match the expectations desired by the customer. As a result, call center service representatives must be able to provide appropriate and timely problem resolution in response to customer needs. Thus, trust can be easily formed if the customer is satisfied with the quality of service received and has the desire to be able to continue the relationship.7
The essence of the research on call center service communication is, of course, also related to the theoretical opinions of experts. The explanation of the theory, which becomes
5 Eka Dyah Setyaningsih and Lavita Vanda, ‘"SWOT Financial Technology Analysis on Banking Service Quality in a Disruptive Era,’ 2018, 63.
6 M Solichin dan Siti Halimatusa’diah, ‘The Influence of Service Quality (Reliability, Assurance, Tangible, Empathy, and Responsiveness) on Customer Satisfaction at Muara Teweh Branch Conventional Banks’, no.2, 2019, 41.
7 Anggit Triyogo, ‘The Influence of Electronic Banking (E-Banking) and Service Quality on Satisfaction and Its Impact on Customer Loyalty"’, no.6, 2022, 12.
the theoretical framework, is needed as a starting point in the action of approaching the problem to be studied and solved in an organized manner in the natural social actions to be studied.8 A theory is an illustration of the relationship between proportions and propositions. Then I included social action theory from Max Weber to support this research.
Which Weber said that social action is related to social interaction activities? Of course, nothing will be mentioned as social action if the person is not carrying out these actions for a reason. Weber applied the concept of rationality in his classification of the criteria for social action. In addition, it also uses the communication theory initiated by Harold Lasswell, which was the first communication theory in 1948. Lasswell stated that the right strategy to explain the communication process is to answer the following questions:
"Whoory from Max Weber to support this research. Which Weber said that social action is related to social interaction activities? Of course, everything will not be mentioned as social action if the person does not have a purpose in carrying out these actions. Weber applied the concept of rationality in his classification of the criteria for social action. In addition, it also uses the communication theory initiated by Harold Lasswell, which was the first communication theory in 1948. Lasswell stated that the right strategy to explain the communication process is to answer the following questions: "Who," "Who says what," "In which channel," "through what channel," "to whom," and "with what effect." This the answer to Lasswell's paradigmatic question is the elements in the communication process, namely the Communicator/Communicator, Message/Message, Media/Media, Receiver/Recipient, and Effect. So, it can be concluded that communication is a message addressed to the communicant from the communicator through certain media in a direct or indirect way for the purpose of having an impact on the communicant in accordance with the wishes of the communicator from the start. Lasswell's model can be applied to all communications;
Lasswell explained that more than one medium can carry a message. Which party raises concerns about message control, says what, and then, in the media analysis, to whom are means of communication understood. 9
The purpose of compiling this research is that the author is trying to explore in more detail how important in-depth communication and proper problem solving are in measuring the level of customer satisfaction using call center services. Then in this study,
8 M. Nazir, ‘Research Methods’, in Research Methods ((Jakarta: Ghalia, 1998), p. 21.
9 ‘“A Case Study of Position Gap in the Learning Operations Division of the PT. BFI Finance Head Office:
Communication Strategy Conducted with Training Participants,” Rucito Wira Wardana and Martha Tri Lestari. t.t., 11.’
118 the author includes one of the results of previous research, namely that of Suci Ramadhani (2015), with the title "The Influence of Service Quality on Customer Satisfaction Using BPD Kaltim Samarinda Branch Call Center Services," which has relevance to or a connection with the research to be written and thus becomes The differentiator in this paper compared to previous writings is that in previous studies the focus was more on service quality in general, which is a determining factor for the level of customer satisfaction, such as the following statement: "the need to properly maintain and improve call center service facilities now and in the future in order to support the progress of a company from a customer service point of view.10 Meanwhile, in this study, the authors will examine more deeply the level of customer satisfaction, which is influenced by communication patterns and the way agents handle customer problems during the telephone conversation process.
In addition, the background of the different research objects will also determine the slight difference in the results in this study and previous research.
METHODS
In this study, the authors used qualitative research methods that focused on detailed observations. Therefore, by using this qualitative method in conducting research, a more comprehensive study of this phenomenon can be carried out.11 In addition, qualitative research methods that always consider individual human perspectives and behavior can be the answer to the awareness that all results and human behavior are influenced by the individual's inner world.12 These internal dimensions, such as trust, can also be used to find benchmarks for each individual's satisfaction, according to what was explored in this study.
Interview is a data collection technique that is applied by the authors in this study which of course can be used to collect the required data.13 and, of course, the interview method, in which the purpose of the interview is to record the person being investigated's opinions, feelings, and other characteristics. Conducting interviews can provide the researcher with more data, allowing the researcher to understand the culture through the language and expression of the rights being investigated, revealing what is unknown in
10 Suci Ramadhani, ‘The Influence of Service Quality on Customer Satisfaction of Call Center Users at Bpd Kaltim Samarinda Branch"3’, 755.
11 D Muslimah, ‘Cara Mudah Membuat Proposal Penelitian, Palangka Ray’, CV. Narasi Nara., 2020.
12 M Ahmad, A., & Muslimah, ‘Memahami Teknik Pengolahan Dan Analisis Data Kualitati’, Dalam Prosiding Palangka Raya International and National Conference on Islamic Studies (PINCIS), (Vol. 1, N.
13 M Robiadi, R., & Muslimah, ‘Memahami Pendekatan Ilmiah Dalam Penelitian Pendidikan Agama Islam’, . . In Proceedings of Palangka Raya International and National Conference on Islamic Studies (PINCIS), (Vol.
1, N.
depth. When the data has been collected, the compiler reduces and selects the data that is in accordance with the needs of the research, then closes with the conclusion of the data that is in accordance with the research.
This type of research is a literature review, which uses a collection of reading materials from previous research as well as theoretical reading materials that are selected to be reference materials, literature, and the basis for the research process carried out by the authors. 14 Of course, with the goal of making it easier to find solutions to problems arising from the research conducted.
RESULTS
The Effect of Communication on Customer Satisfaction
Communication is an activity that is usually carried out by humans to convey the contents of a message to other humans in order to achieve certain goals.15 Interpersonal communication, according to Devito, is "the process of sending and receiving messages between two people or between a small group”.16 "Humans live in a global communication environment, using some influence and some instant feedback.17 Every day and every time, humans carry out interpersonal communication activities, talking with family members, neighbors, and also colleagues.18 When talking to oneself, convincing oneself to determine something,19 humans carry out interpersonal communication. In an organization, humans solve problems, make warnings or innovations, and interact with each other through the communication of a number of people or organizations.20 It is no exception that what happens between customers and conventional bank call center officers is a form of communication that is taking place.
14 M Norhilaliyah, N., & Muslimah, ‘Memahami Hakekat Penelitian Dalam Pandangan Sains Dan Al- Qurâ€TM An’, In Proceedings of Palangka Raya International and National Conference on Islamic Studies (PINCIS), (Vol. 1, N.
15 M Saputra, A. D., Rahmatia, A., & Muslimah, ‘How Personal Factors Grow Students’ Interest in Entrepreneurship. Jurnal Manajemen Dan Pemasaran Jasa,’ 14(1), 2021, 61-76.
16 Onong Uchjana Effendy, ‘Science, Theory, and Philosophy of Communication’, in Science, Theory, and Philosophy of Communication (Bandung: PT.Citra Aditya Bakti, 2003), p. 60.
17 N Muslimah, M., Hamdanah, H., & Nina, ‘The Science in Islamic Perspective.’, International Research Journal of Management, IT & Social Sciences, 7(6), 2020, 66–71.
18 M Almagribi, A. B., & Muslimah, ‘Implementasi Hubungan Ilmu, Budaya, Dan Ekonomi Pada Lembaga Pendidikan Islam Indonesia’, Anthropos: Jurnal Antropologi Sosial Dan Budaya (Journal Of Social And Cultural Anthropology), 7(1), 2021, 28-35.
19 Z. Muhajir, A., Muslimah, M., & Hartati, ‘Konsep Dan Klasifikasi Ilmu Pengetahuan Dalam Islam.’, Modernity: Jurnal Pendidikan Dan Islam Kontemporer, 2(2), 2021, 9–15.
20 S Baitullah, S., & Rahmah, ‘Pengaruh Risiko Pembiayaan, Kecukupan Modal, Dana Pihak Ketiga Dan Efisiensi Operasional Terhadap Profitabilitas Bank Syariah Di Indonesia’, Jurnal Pendidikan Islam Al-Affan, 1(1) (2020), 91-97.
120 The occurrence of an act of communication between one and the other is of course not without reason but as a form of action carried out with the expectation of a specific purpose.21 As is the case with interactions between customers and conventional bank call center officers that take place over telephone lines provided by conventional PT banks to make it easier for their customers to get information or to make customer complaints in a much more efficient manner, easy.
In the communication activities carried out by customers while contacting conventional bank call center services, of course they experience various forms of communication methods and also different discussions between one customer and another.
Besides that, there are also various language styles used in the communication process carried out.22 Conceptually, the communication process is a representation of how communication takes place between the parties involved in a communication activity.23 This happens because, of course, every customer who contacts the call center service tends to have conflicting problems or really needs some information, which of course also varies between one customer and another.
Due to the various needs of each customer in contacting call center services, this ultimately requires communication patterns with different discussions in handling customers carried out by call center officers. Because a different frame of mind is also a contributing factor to whether or not the ongoing conversation is easy to understand, Paradigm barriers are obstacles caused by differences in perception between communicators and audiences regarding the messages used in communicating.24 This is due to different experiences and educational backgrounds.25 Because basically, if the communication pattern provided by the call center officer is not appropriate and cannot meet the information needs required by the customer concerned, then it is possible to get a poor or unsatisfactory satisfaction rating in the eyes of its customers.
21 M Muslimah, M., Rahman, A., Hamdanah, H., Mazrur, M., & Tang S, ‘The Ways to Teach Children in Decision Making Based on Parents Educational Level’, International Journal of Early Childhood Special Education (INT-JECSE), 13(2), 198-207.
22 I. Afriana, N. R. K., Muslimah, M., & Qalyubi, ‘Peran Bahasa Dalam Teks–Teks Perkembangan Pemikiran Ekonomi Islam’, 2(1), 2021, 140-148.
23 Robeet Thadi, "Instructional Communication Process in Vocational Learning,"Journal of Education and Instruction (JOEAI) 2, no. 1 (29 Juni 2019): hal 53, https://doi.org/10.31539/joeai.v2i1.614.
24 M Saputra, A. D., Rahmatia, A., & Muslimah, ‘How Far Are the Benefits of the Islamic Philanthropy and Social Entrepreneurship Movement?.’, El-Qish: Journal of Islamic Economics, 1(1), 2021, 11-24.
25 Imam Alfi dan Dedi Riyadin Saputro, "BARRIERS TO SOCIAL ACCOMPANYING COMMUNICATION," al- Balagh : Jurnal Dakwah dan Komunikasi 3, no. 2 (26 Mei 2019): 193–210, https://doi.org/10.22515/balagh.v3i2.1397.
But on the other hand, if call center officers, or what is usually called an "angel call center," in conventional banks are able to provide good, appropriate, and easy-to- understand communication patterns for each diverse customer, of course, they will get a good response pattern from customers, which is one form of customer satisfaction in contacting conventional bank call center services. As a result, the ability to accompany and meet customer needs in accordance with the appropriate communication method is critical.
The Effect of Problem Handling on Customer Satisfaction
In this study, to be able to measure and determine the level of customer satisfaction in using conventional bank call center services, not only the good communication skills of call center officers can be assessed, but also the expertise needed by call center service officers in handling the problems faced by customers while contacting conventional bank call center services. Customers are always affected by the quality of interactions between customers and service contact personnel that occur when customers interact with them to obtain the products and services they receive.26
As long as conventional bank call centers are operating, of course, they will definitely receive various kinds of problems and complaints that are raised about what customers are experiencing. Customer complaints are emotional expressions of customers' dissatisfaction with something they cannot accept, both related to the products and services provided.27 Thus, it can be concluded that the handling of complaints is a matter for bank customers that must be handled quickly and precisely by the bank's staff.28 Complaints are not always seen as negative but can also be seen as positive because this can certainly be a source of learning and a valuable contribution for companies to improve the performance of the services offered, especially to attract more customers or long-term customers.29
When customers contact conventional bank call center services to make complaints, they do so, of course, in various ways but with the same goal, namely, wanting to quickly get solutions to problems or overcome obstacles that are being faced in making transactions at
26 Hilda Sanjayawati, "The Influence of Complaint Behavior, Complaint Handling, and Price Attributes on Customer Satisfaction," Jurnal Bisnis dan Manajemen 6, no. 2 (29 November 2019), https://doi.org/10.26905/jbm.v6i2.3699.
27 A. Saputra, A. D., & Rahmatia, ‘Gamification Model as a Business Strategy for MSMEs in Indonesia.’, JASF, 4(1), 2021, 91-107.
28 Mail Hilian Batin, ‘The Influence of Bank Image, Service Quality, Customer Trust, Complaint Handling, and Satisfaction of Customer Loyalty at the Sumsel Babel Bank Office of the Sharia Branch Office of UIN Raden Fatah Palembang,"’, MALIA: Journal of Islamic Banking and Finance 3, 1, 45.
29 Arief Dwi Saputra, Alfina Rahmatia, and Muslimah Muslimah, ‘How Personal Factors Grow Students’
Interest in Entrepreneurship’, Jurnal Manajemen Dan Pemasaran Jasa, 14.1 (2021), 61–76
<https://doi.org/10.25105/jmpj.v14i1.8336>.
122 conventional banks. However, it is not uncommon for customers to actually give an unfavorable response to call center officers because they feel that the handling provided is still not in accordance with their expectations. Customer satisfaction is the level of feeling where a person expresses a comparative output on the performance of a product or service received according to what is expected.30
So, in this case, skills are required for traditional bank call center service officers to handle customer complaints quickly and precisely, as well as to reassure customers as best they can. Communities that submitted their complaints through the call center received a quick response from officers who contacted stakeholders to immediately monitor its implementation in the field. This makes some people feel comfortable with the services provided.31 Of course, this must also be in accordance with the procedures and regulations imposed by conventional PT Banks with the aim of smooth transactions and also the security of each customer's transactions.
Thus, it can be concluded that handling problems experienced by customers appropriately and in accordance with their expectations will also be a positive indicator for the level of customer satisfaction when using conventional bank call center services. But on the other hand, if the expectations of the customers are not in accordance with the handling of the problems provided, it will have an impact on an unsatisfactory assessment of call center services.
Discussion of Findings
Harold Lasswell's Communication Theory
Aristotle (382–322 BC) and his teacher Plato (427–347 BC) were the most central figures in the early days of communication studies, both of whom considered communication an art or skill to be practiced as well as a field of study.32 The communication process is basically how a person or communicator conveys a message so that the communicator can easily receive and understand the message. In terms of meaning, communication is the process of transferring messages from one person to another in order to inform or change attitudes, opinions, or behaviors directly orally or indirectly through the media.33 In this communication process, several ordinary steps are usually carried out,
30 Ibid
31 Alfian Setya Saputra dan Fachrul Nurcahyanto Wijoyo, ‘“Call Center Officer Complaint Handling Strategy to Maintain Transylvania’s Image,” t.’
32 Poppy Ruliana dan Puji Lestari, ‘Theory of Communication,Science’, in Theory of Communication,Science (Depok: PT.raja Grafindo persada, 2019), p. 6.
33 Onong UchjanaEffendy, ‘Dinamika Komunikasi’, in Dinamika Komunikasi ((Bandung: PT Remaja Rosdakarya, 2004), p. 5.
so that the communicator as the other person can clearly understand the message conveyed by the communicator. This applies to the same thing as that examined in this study, which is more dominant as a form of verbal communication, namely a form of communication carried out through words. Of course, in the sciences that discuss the subject of communication, there are many models of communication initiated by experts.34 Where the main purpose of the various models is to facilitate systematic and logical thinking, But in this research, the researcher determines the example of Harold Dwight Laswell's communication. which, for example, is known, and that Laswell himself has determined other early examples that are also widely cited. Nonetheless, his thinking is specific in the context of synchronous communication using the author's research. Lasswell put his contribution to the science of communication by constructing a popular communication example, namely the Lasswell communication example to mention what communication is.35
The communication model offered and explained by Laswell is very easy for most people to understand. Harold Laswell's communication is an image of who says what, through what media, to whom, and with what effect. A good way to describe communication is by answering questions (e.g., "Who says what in which channel to whom and with what effect?"). Based on Laswell's definition, five elements of communication can be derived that are interdependent on each other, namely the source, message, medium, receiver, and effect.36 According to Lasswell, communication is the process of conveying messages through the media to communicators that cause certain effects. Lasswell's model of communication scientifically describes the study of the communication process, focusing on the different derivatives of each communicative element as well as the answers to the questions it raises.
Who
Who can be interpreted as the originator or communicator, which can be understood as the primary actor or party who has a need to communicate and who acts to initiate a communication, while those belonging to it can be an individual, group,
34 A Rahmatia, ‘A Study of Max Weber Thought on Its Relation to Work Purposes and Ethics in The Islamic Economics’, Jurnal Transformatif (Islamic Studies, 3(1), 19-41.
35 Zulkarnain Hamson, ‘The Ecliptic of Communication Theory’, 2020
<https://doi.org/10.6084/M9.FIGSHARE. 11535483.>.
36 M Ripaldi Yuninda, ‘“The Role of Public Relations in Improving the Quality of Mandiri Syariah Banking Services at the Banjarmasin Branch Office,” t.T.’
124 organization, or even a country as a communicator 37 Thus, if we review further the intention according to Lasswell's example, it will be seen that what is meant by using the who question earlier is to choose whom, namely the person who takes the initiative to initiate communication. The initiator of this communication can be a person and can also be a group of people, for example an organization of a union.
Says what
Speak to explain what is to be communicated or communicated to the communicator, who is often called the recipient, from the communicator or the content of the information. The source (the transmitter) or the content of the information determines what will be conveyed or communicated to the recipient. It is a set of verbal and non-verbal symbols that represent the feelings, values, ideas, and intentions of the source.38 Then there are 3 components of the message: meaning, symbols to convey meaning, and the form of the message.
Refers to the body of the message. With regard to media research, elements of, say,
"what" can be studied by both content analysis and content analysis. The definition of content analysis or content analysis is a study of the contents of messages and is often applied through representative questions. The issue is the Lasswell model of what to say or say it is about the communication's content or message conveyed in the communication.
In which channel
Channels or media are tools for conveying messages from communicators to communicators, either directly, such as face-to-face or indirectly, through print or electronic media. It refers to the selection and use of media in the process of sending messages. In addition, any channel or medium can also be understood as a means of communication, such as speech, body movement, touch, eye contact, the telephone, radio, television, letters, books, newspapers, and pictures. Consider in this case that not all means are suitable for a particular purpose.
To whom
Who is the person who gets the message? Of course, there are still several types, which can be a group, an individual, an organization, or a country, depending on the source.
This can be considered the goal, the listener, the audience, the communicant, or the
37 S. H. Rahmatia, A., Saputra, A. D., & Wahyuningsih, ‘Delivering Gamification to Overcome Financial Problems during a Pandemic’, Berkala Akuntansi Dan Keuangan Indonesia, 6, 54.
38 Alfina Rahmatia, Arief Dwi Saputra, and Muslimah, ‘Online Business Practices: A Study OfIslamic Business Ethics Perspectivein Indonesia’, 2021, 6.
interpreter. In this third question, of course, the intention is relatively short and easy to understand, which is to ask who is the audience or recipient according to the two-way communication that is being carried out.
With what effect
The goal of this question is to determine the impact of the communication. The last question based on Lasswell's example can ask two things, namely, what is to be achieved and what people do as the output based on this communication. As a result of using this, you can draw conclusions from the communication actions that have been carried out.
Max Weber's Theory of Social Action
Max Weber established sociology as a science that seeks to interpret and understand (interpretative understanding) social action and the relationships between social interactions in order to arrive at a causal explanation. of course, for Max Weber, the science of social action means having to look for subjective understanding or motivations that are interrelated and bound up in social actions.39 In addition, Max Weber suspected that affairs and cases, according to sociology, were meaningful social actions. By investigating the development of an object of research specifically from the outside without paying attention to human actions themselves, Weber is ignoring aspects that are fundamental to social life.
Development can also be explained by the goals of humans who engage in social interactions, where he benefits from his own actions and places a disparity of meaning in the act itself over time. In summary, this paradigm has the following conclusions:
1. Humans are creative actors.
2. Social facts have subjective meaning (motivation and goals).
3. The way actors define social coverage is the way they define situations
This paradigm is based on Weber's analysis of social action. The social action referred to by Weber can be in the form of concrete actions directed at other people, but it can also be mental or subjective actions that may occur due to the positive impact of certain situations. Or is it an iterative action using intentional impact according to the impact of a similar situation? or in the form of passive approval in certain situations.40
Max Weber offers a model for understanding human action called the verstehen approach, or an understanding. One of the most popular aspects of Weber's thought that
39 A Rahmatia, ‘A Study of Max Weber Thought on Its Relation to Work Purposes and Ethics in The Islamic Economics.’, . . Jurnal Transformatif (Islamic Studies), 3(1), 19-41.
40 S. Rahmanis Chaerul, M., ‘Multicriteria Analysis in the Selection of Garbage Collection Equipment’, Journal of Environmental Science, Vol. 17.
126 reflects the idealist tradition is his emphasis on verstehen (subjective understanding) as a method for obtaining a proven understanding of the subjective meanings of social action.41 The verstehen method or method of subjective understanding (interpretative understanding), namely a way or effort to understand that one's actions have subjective implications for oneself and others, This method can be used to understand a person's actions, whether they are social or not. Starting from the basic concepts of social action and social relations, Weber put forward five main characteristics that became the object of sociological research, namely:
• If human action according to the subject contains a subjective meaning, and this can include many concrete differences, action.
• Direct action is about passion.
• Actions can arise from the positive influence of a situation, intentional repetition, or actions in the form of tacit consent from either party.
• Actions directed at a person or persons
• Actions pay attention to other people's actions and are directed at other people.
Max Weber said that social science must examine social action for certain purposes.
It upholds virtue and encourages investigating the specific reasons or motives that shape one's internal feelings when deciding to act in certain ways.42 Social action, according to Max Weber, can be in the form of concrete actions directed at other people; it can also be in the form of subjective actions that may occur due to positive impacts based on certain situations. In addition, social action can also be in the form of intentional iterative actions into effects based on the impact of similar situations or in the form of passive approval in certain situations.43
According to Weber, human action is the same as text; that is, if understanding the text uses efforts to understand two ways, then understanding human action must also be the same. According to Weber, because human actions are the same as texts, so that we can understand someone's actions, it is not enough if we only see the form of the action; we must also understand the context or motive and the reasons and goals of these actions.
Weber believed that the best way to understand various societies is to appreciate their typical forms of action.
41 Rahmatia, ‘A Study of Max Weber Thought on Its Relation to Work Purposes and Ethics in The Islamic Economics.’
42 Rahmatia, ‘A Study of Max Weber Thought on Its Relation to Work Purposes and Ethics in The Islamic Economics.’
43 Muhammad Supraja, ‘Alfred Schutz: Reconstruction of Max Weber’s Theory of Action’, Journal of Sociological Thought, Volume 1 N (2012).
Max Weber's theory of social action focuses on specific motives and goals. By using this theory, we can know the behavior of each individual as well as groups that each have diverse motives, aims, and objectives for an action taken. Aside from that, this theory can be used to determine the types of behavior in both individual and group actions. Knowing their behavior is the same as knowing their motivation for acting. As Weber pointed out, the best way to know the different kinds of crowds is to appreciate the typical forms of action that are characteristic of them. As stated by Weber, the best way to know the various reasons why people can act,44 so that we can understand why someone acts or engages in that behavior. If social action is to be understood in terms of the subjective meaning it contains, then there needs to be a method for understanding meaning that can be both subjective and objectively analytic. In the absence of such a method, critics of the subjective approach are correct in arguing that the non-observable aspects of individual experience cannot be included in the scientific analysis of human behavior.
Communication Patterns of Conventional Bank Call Center Officers Toward Customer Satisfaction
Of course, communicating can be done in several different ways and can still be considered an act of communication if both parties who are carrying out the communication understand what is being discussed or what the intent and purpose of the communication are.45 Communication as an exchange of information between buyers and sellers is a very important aspect of the success of the transaction. Communication can also be a medium for resolving disputes; through company communication, it can align company expectations with customer perceptions.46 Then, in this research, the author discusses more about how verbal communication in the form of words is carried out between customers and conventional bank call center officers, which is carried out via long-distance telephone facilities.
As stated by Harorld Dwight Laswell, communication is how a person or communicator conveys a message so that it is easy and can be received and understood by the communicant, and here the one who acts as a communicator is a conventional bank call
44 Pip Jones and Achmad Fedyani Saifuddin, ‘From Functionalism Theory to Post-Modernism: Introducing Social Theory: An Introduction,", 2010.
45 Sarni Sarni and Muslimah Muslimah, ‘The Commendable Leadership in Islamic Perspective’, Bulletin of Pedagogical Research, 1.2 (2021), 163 <https://doi.org/10.51278/bpr.v1i2.187>.
46 Sri Wardani, Zulkarnain Zulkarnain, dan Samsir Samsir, ‘Customer Relationship Marketing Analysis of Satisfaction in Increasing Customer Loyalty at PT. BNI (Persero),"’, Journal of Accounting and Economics 11, no 1, 2021, 58 <https://doi.org/10.37859/jae.v11i1.2497>.
128 center officer, and the one who acts as a communicant is the customer, who contacts conventional bank call center services.
The form of communication that is carried out between call center officers and customers is, of course, two-way communication. And of course, this communication can proceed according to separate, well-structured stages, which both parties may be aware of or are indeed carried out unconsciously. This communication structure begins through telephone lines when conventional bank customers first contact conventional bank call center services with the intent and purpose of obtaining information about conventional bank services or filing complaints about transactions made. According to the theory, this activity is included in the communication structure, namely who performs the communication process, which is then placed on the customer, as well as the conventional bank call center officer itself.
Then it continues to the stage where, when the call center officer and the customer are connected via telephone, the topic of the conversation becomes one of the determinants of whether or not the communication process is being carried out. In this stage, conventional bank call center officers will usually listen carefully to what the customer conveys while talking. With the aim of being able to explore in detail the intent and purpose of the customer in contacting the call center service, the call center staff will also be able to provide an explanation according to the topic being discussed by the customer.
Of the many channels for carrying out the communication process, of course, the telephone line is one of the most effective and easy communication channels to use and reach the wider community today. Even though a telephone conversation is no different from a face-to-face conversation, the parties talking over the telephone experience no visual contact.47 That is why the communication process between customers and conventional bank call center officers via telephone lines has become an alternative communication channel that has begun to be used frequently to facilitate all kinds of matters between customers and conventional banks themselves in their daily transaction activities. And this communication medium has begun to be of great interest to many groups, especially for people who have quite busy routines, so it is difficult to take the time to come in person to a conventional bank branch office. Besides that, of course, stable telephone lines make conventional bank call centers one of the reasons.
47 George ritzer, ‘Modern Sociological Theory’, in Modern Sociological Theory (jakarta:Kencana, 2014), p.
312.
We can increase the effectiveness of interpersonal relationships by practicing expressing our intentions, receiving feedback about our behavior, and modifying our behavior until others perceive it,48 as we mean,49 the customer and the call center officer will, of course, be parties who receive the information provided during the communication process. Where the call center officer receives information based on what complaints are conveyed by the customer, and this can be used as evaluation material for the bank's long- term development, then the customer is the recipient of all explanations, information, and solutions provided by the call center officer in accordance with directives and procedures implemented by conventional banks for the security and convenience of transactions carried out by all of its customers. and, of course, in response to questions raised by customers during the communication process.
After going through the stages of communication outlined above, conclusions can be drawn about the benefits or effects of the communication process. Of course, it can be described that the communication process will generate additional insight between the customer and the call center agent in accordance with the topic of discussion during the communication process. In this case, of course, call center agents have a bigger and more dominant role in conveying information to customers. Of course, the level of customer satisfaction is highly dependent on the pattern of communication that has been established between the customer and the call center staff.
If during the communication process everything goes well and the information provided by conventional bank call center officers meets the expectations of customers, it can be concluded that, according to research, the customer will be satisfied with the services provided. However, on the contrary, when the communication carried out is not in accordance with customer expectations, most of the customers provide an assessment of the level of satisfaction that is lacking with conventional bank call center services. This is in accordance with the results of interviews conducted by researchers with several conventional bank customers who have used conventional bank call center services. as shown in the following graph:
48 A. Supratiknya, ‘Interpersonal Communication’, in Interpersonal Communication (Yogyakarta: Penerbit Kanisius, 1995), p. 24.
49 H Hamdanah, Muslimah, & Muslimah, ‘Exploration Of The Value Of Islam-Based Multicultural Education In Local Wisdom Traditions National Culture Adab.’, Jurnal At-Tarbiyat: Jurnal Pendidikan Islam, 2023, 6(2).
130 Graph 1. Communication Stage of Customer Satisfaction
Motivations and objectives of the actions of conventional bank call center officers in handling customer problems
The main purpose of customers contacting conventional bank call center services is to get solutions to problems and problems surrounding transactions carried out within a conventional bank environment, as these social actions are carried out freely and without coercion. That is done on his own volition.50 Another reason for customers to contact call center services is to obtain specific information in order to facilitate transactions that will be carried out by customers. For this reason, in addition to the skills of conventional bank call center officers in providing explanations to customers, of course, fast action and proper handling of problems that are being faced by customers when contacting conventional bank call center services via telephone lines are also needed. Call Center Representatives must have the ability to communicate effectively is an important characteristic in a call center environment. Customers want to know the person they are talking to has the ability and competence to solve their problem.51
Of course, there are many kinds of actions that are usually carried out by conventional bank call center officers with the aim and motive of ensuring the satisfaction and comfort of all of their customers. Among them are fast actions that can be taken by call center officers to block customer ATM cards when customers ask for help regarding this matter on the grounds that the ATM card is lost, stolen, or scattered. Quick action is needed to deal with a problem like this because it is included in the category of a situation that is quite an emergency regarding the security of funds and also the personal data of customers who have been entrusted to conventional banks. Of course, besides these actions, there are
50 Muhammad Erfan, ‘“The Spirit of Islamic Philanthropy in Max Weber’s Value Rationality’s Social Actions” Jesya (Journal of Economics and Sharia Economics)4,’ 1, 54–64,
<https://doi.org/10.36778/jesya.v4i1.281.>.
51 JIA Sandikta, ‘Administrative Science Journal,” t.Tv’.
many other social actions that call center officers can take with customers, such as checking account balances, blocking accounts, or making transaction complaints quickly. This is one of the strategies to provide the best service to customers. Strategy is important for the survival of the company. To achieve its goals or company goals in an effective and efficient manner, the company must be able to face any problems or obstacles that come from within the company or from outside the company.52
In this case, Weber issued several types of social interaction from his theory of action (action theory). To be able to explain the motives and also the goals of social actions carried out by conventional bank call center officers against customers who use call center services. Same of the fundamental assumptions of the theory of action include:
a. Human action arises from self-awareness as a subject and from an external situation as an object.
In this case, of course, conventional bank call center officers are fully aware of their position as a subject whose duty it is to take certain steps and actions in accordance with service operational standards that have been determined by the bank to deal with problems being faced by customers when contacting call services. conventional banking center.
b. As a human subject, I act or behave to achieve certain goals.
All kinds of actions and decisions taken by call center service officers are, of course, intended to achieve the goals that have been targeted by the bank. The purpose of handling customer problems with the best service is none other than to achieve a level of customer satisfaction in using all types of services and products in conventional banking areas, which is supported by the provision of complaints and information services 24 hours a day via call. center to serve all conventional bank customers.
c. In acting, humans use technical procedures, methods, and devices that are thought to be suitable for achieving these goals.
All the actions taken by call center officers when handling customer complaints are well-structured and well-organized; besides, the forms of action taken are also something that has been given special training to all call center officers. in handling customer complaints. This is in accordance with the service standards that have been
52 Nova Yulindasari, ‘Customer Service Strategy in Overcoming Customer Complaints at Bank Sumsel Babel Lahat Branch"1,’ 2.
132 determined to suit all kinds of different types of customer needs based on different types of character, understanding, and culture.
d. He continuity of human action is limited only by conditions that cannot be changed by themselves.
The point is that all actions taken by call center officers when handling customer complaints are actions that are also based on the circumstances and conditions that existed when the customer contacted the call center service. Of course, not every customer who contacts the call center service with the same issue will understand and be satisfied if it is handled in the same manner. As a result, when a customer calls, the call center staff tends to take action based on the situation and conditions. with the goal of ensuring that customers accept the handling provided.
e. Humans choose, judge, and evaluate the actions that are taking place and that will be carried out.
Call center officers are people (employees) who have been trained to select, sort, and evaluate actions to handle problems faced by customers. This will, of course, continue to develop from day to day in accordance with the development of cases and problems faced by customers every day, which also continue to grow and vary even though most of the complaints submitted by customers are still the same. Use good, friendly, and polite language to protect other people's feelings so that they are not offended or harmed by someone's attitude and behavior.53
f. Measures, rules, or moral principles are expected to arise when making decisions.
In making decisions to take certain actions when dealing with customer problems, conventional bank call center officers will still be influenced by the rules or service operational standards set by conventional banks, with the goal of ensuring that the actions taken by the call center officers are not incorrect and do not cause future losses for their customers. It is with these moral principles that, in the end, we are able to avoid anything that deviates from what it should be.
The actions taken by conventional bank call center officers in handling complaints are certainly influenced by the things above. Then, with the right order, these actions can lead the call center officers to take the best steps in dealing with customer problems. In addition, the goal of a company or bank to provide services and comfort to its customers can be achieved more easily. As a result of this achievement, traditional bank customers will
53 Afna Fitria Sari, ‘COMMUNICATION ETHICS’, 2, 131.
provide a high level of satisfaction with traditional bank call center services as a result of actions taken in accordance with the motives and objectives that should be.
CONCLUSION
There are two main factors that determine the level of satisfaction of conventional bank customers using conventional bank call center services. As for them, the first is that good and well-organized communication is in accordance with the communication rules given by the call center staff. It should be able to provide clear, friendly, easy-to-understand communication arrangements and be able to give a good impression and conclusion of the conversation to all customers so that no customer feels left out with the impression of being confused or not understanding at all regarding the information provided by call center officers. The second is taking action that is always oriented towards the goals and motives that have been planned by the bank, while these actions are all kinds of components of the type of action that are appropriate to the situation, according to the rules, and are flexible at any time within the established service operational standards. It is said that social structure and social institutions are two interrelated concepts in shaping social action. By taking appropriate and fast action, it will be able to help overcome problems faced by customers quickly, especially when customers feel they really need help and clear follow- up when contacting conventional bank call center services.
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