Strategi Komunikasi Customer Relations Untuk Mendapatkan Customer Loyalty (Studi Pada Divisi Relationship Manager Pada Produk Standard Chartered Bank Jakarta)
Authors: Mubarokah Riza Nuraini 
Published: December 2024

<p class="s19"><span class="s18">Abstract</span></p><p class="s21"><span class="s20">In the face of</span><span class="s20"> </span><span class="s20">increasingly intense</span><span class="s20"> </span><span class="s20">business competition in the era of globalization, customer relations communication</span><span class="s20">strategy</span><span class="s20"> </span><span class="s20">becomes</span><span class="s20"> </span><span class="s20">crucial</span><span class="s20"> </span><span class="s20">in</span><span class="s20"> </span><span class="s20">maintaining</span><span class="s20"> </span><span class="s20">and</span><span class="s20"> </span><span class="s20">enhancing</span><span class="s20">customer</span><span class="s20"> </span><span class="s20">loyalty,</span><span class="s20"> </span><span class="s20">especially</span><span class="s20"> </span><span class="s20">for banking companies like</span><span class="s20">Standard</span><span class="s20"> </span><span class="s20">Chartered Bank</span><span class="s20"> </span><span class="s20">Jakarta. This research</span><span class="s20"> </span><span class="s20">aims to identify and develop effective communication strategies in the context of the Relationship Manager division in investment products. Through</span><span class="s20"> </span><span class="s20">a qualitative</span><span class="s20"> </span><span class="s20">approach,</span><span class="s20"> </span><span class="s20">this study will delve</span><span class="s20">into a</span><span class="s20"> </span><span class="s20">deep understanding</span><span class="s20"> </span><span class="s20">of</span><span class="s20"> </span><span class="s20">customer needs</span><span class="s20"> </span><span class="s20">and</span><span class="s20"> </span><span class="s20">expectations</span><span class="s20">and</span><span class="s20"> </span><span class="s20">how</span><span class="s20"> </span><span class="s20">Relationship</span><span class="s20"> </span><span class="s20">Managers</span><span class="s20"> </span><span class="s20">can</span><span class="s20"> </span><span class="s20">meet</span><span class="s20"> </span><span class="s20">those</span><span class="s20"> </span><span class="s20">expectations.</span><span class="s20">The</span><span class="s20"> </span><span class="s20">research</span><span class="s20"> </span><span class="s20">will mainly focus on information transparency, security, and reliability of solutions in conveying information about the risks and returns of investment products to customers. It is expected that this research</span><span class="s20"> </span><span class="s20">will</span><span class="s20"> </span><span class="s20">not</span><span class="s20"> </span><span class="s20">only</span><span class="s20">provide</span><span class="s20"> </span><span class="s20">theoretical</span><span class="s20"> </span><span class="s20">insights</span><span class="s20"> </span><span class="s20">but</span><span class="s20"> </span><span class="s20">also</span><span class="s20"> </span><span class="s20">practical solutions</span><span class="s20"> </span><span class="s20">that</span><span class="s20">can</span><span class="s20"> </span><span class="s20">be</span><span class="s20"> </span><span class="s20">implemented by banking companies to enhance the effectiveness of their customer relations communication </span><span class="s20">strategies.</span></p>