Frontliner Interpersonal Communication Via Call Center in Attracting Customer Interest (A Case Study of PT BCA, Grogol Muwardi Branch)
DOI:
https://doi.org/10.58355/dirosat.v4i4.270Keywords:
Interpersonal Communication, Frontline Staff, Call Center, Customer Interest, BankingAbstract
This study aims to analyze the implementation of frontline staff's interpersonal communication dimensions via call centers and identify communication barriers encountered in attracting customer interest at PT Bank Central Asia Tbk, Grogol Muwardi Branch, West Jakarta. A qualitative approach using a multiple case study method was employed. Data were collected through in-depth interviews, non-participant observation, and documentation involving the Operational Service Head, frontline staff (tellers and customer service), and customers, and analyzed using the interactive model of Miles, Huberman, and Saldaña. The findings indicate that interpersonal communication applied by frontline staff via call center reflects Joseph A. DeVito's five dimensions (openness, empathy, supportiveness, positiveness, and equality), with empathy emerging as the most dominant dimension in fostering relationships and building customer trust. Furthermore, main barriers identified include limitations in nonverbal communication, disparities in customers' digital literacy levels, and the reduction of emotional closeness due to service digitalization. These barriers were mitigated through vocal intonation adjustments, simplification of technical terminology, and empathetic educational communication approaches.
Downloads
References
Ahmad, R., & Erawati, N. (2023). Efektivitas Komunikasi Petugas Service Desk dalam Meningkatkan Kepuasan Pelanggan. Jurnal Komunikasi Organisasi, 11(2), 115–128.
Astina, R., Saragih, F., & Siregar, A. (2024). Penerapan Komunikasi Interpersonal DeVito oleh Frontliner dalam Menangani Keluhan Nasabah. Jurnal Ilmu Komunikasi dan Media, 8(1), 45–58.
Ariyani, D., & Hermanto, B. (2025). Analisis Faktor-Faktor Emosional dan Motivasi Sosial dalam Mempengaruhi Minat Transaksi Perbankan. Jurnal Riset Manajemen dan Bisnis, 10(1), 88–102.
Bank Central Asia. (2024). Laporan Tahunan 2024: Menjaga Kepercayaan di Era Digital. Jakarta: PT Bank Central Asia Tbk.
Bronson, T., Miller, K., & Davis, L. (2026). Psychological Comfort and Empathy in Remote Communication Services. Journal of Applied Communication Research, 54(1), 102–119.
Burgoon, J. K. (2021). Nonverbal Communication: Cognition, Affect, and Relational Engagement. New York: Routledge.
Chitwattanakorn, T., Wang, Y., & Chen, H. (2024). Qualitative Data Triangulation and Trustworthiness in Applied Social Sciences. International Journal of Qualitative Methods, 23, 1–14.
Coombs, H. (2022). Multiple Case Study Methodology for Organizational Research. London: Sage Publications.
Creswell, J. W., & Poth, C. N. (2023). Qualitative Inquiry and Research Design: Choosing Among Five Approaches (4th ed.). Thousand Oaks: SAGE Publications.
Denzin, N. K., Lincoln, Y. S., & Giardina, M. D. (2023). The SAGE Handbook of Qualitative Research (6th ed.). Thousand Oaks: SAGE Publications.
DeVito, J. A. (2019). The Interpersonal Communication Book (15th ed.). New York: Pearson.
ER, M. (2018). Evolusi Layanan Perbankan Digital dan Transformasi Delivery Channel Perbankan Indonesia. Jurnal Sistem Informasi Bisnis, 6(2), 130–142.
Fernández, P., Gómez, M., & Lopez, S. (2025). The Value of Human Touch in Digital Banking Services. Banking & Finance Review, 17(3), 210–225.
Halim, A., Wijaya, C., & Pratama, A. (2025). Digital Transformation and Customer Trust in Indonesian Urban Banking. Journal of Financial Services Marketing, 30(2), 145–160.
Hezkiawati, L., & Oisina, M. (2024). Pengaruh Komunikasi Interpersonal Frontliner terhadap Loyalitas Nasabah BCA Cabang Kwitang. Jurnal Communication Spectrum, 12(2), 180–195.
Ikraman, M., Kusuma, R., & Rahayu, S. (2024). Evaluasi Emosional Nasabah terhadap Kualitas Layanan Customer Service Perbankan. Jurnal Keuangan dan Perbankan, 28(1), 77–91.
Jordan, M., Setijadi, B., & Fadhillah, N. (2024). Peran Frontliner dalam Meningkatkan Kualitas Layanan Nasabah Bank. Jurnal Layanan Publik dan Komunikasi, 9(1), 33–47.
Kemp, S. (2024). Digital 2024: Indonesia Overview Report. We Are Social & Meltwater. Kharismawan,
D., & Siregar, B. (2026). Partisipasi Audien dan Efektivitas Interaksi Dua Arah dalam Media Digital. Jurnal Komunikasi Massa, 14(1), 50–64.
Kusumajanti, K., Rachmat, H., & Prasetyo, B. (2025). Konstruksi Makna Komunikasi dalam Organisasi Modern. Jakarta: Kencana.
Lestari, S., & Pratama, H. (2022). Efektivitas Komunikasi Tatap Muka dalam Layanan Perbankan High-Touch. Jurnal Komunikasi Indonesia, 10(3), 201–214.
Littlejohn, S. W., Foss, K. A., & Oetzel, J. G. (2021). Theories of Human Communication (12th ed.). Long Grove: Waveland Press.
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative Data Analysis: A Methods Sourcebook (3rd ed.). Thousand Oaks: SAGE Publications.
Mulyadi, A., & Rahman, F. (2023). High-Tech High-Touch Strategy in Retail Banking. International Journal of Bank Marketing, 41(4), 889–908.
Ramli, M. R. (2025). Metodologi Penelitian Komunikasi Kualitatif dan Keabsahan Data. Jakarta: Esa Unggul Press.
Riyadi, S. (2024). Perilaku Nasabah Perbankan Indonesia pasca Transformasi Digital. Jurnal Perbankan Nasional, 15(2), 99–112.
Ruslan, M. (2024). Kejelasan Pesan Verbal dalam Mengurangi Kesalahpahaman Informasi Publik. Jurnal Interaksi Komunikasi, 7(1), 12–25.
Setiyawan, A. (2023). Minat Menggunakan Layanan Perbankan Digital Berdasarkan Behavioral Intention Theory. Jurnal Manajemen Informatika, 14(2), 134–145.
Short, J., Williams, E., & Christie, B. (1976). The Social Psychology of Telecommunications. London: John Wiley & Sons.
Sucipta, J. A. W., et al. (2024). Pengantar Komunikasi Interpersonal dan Dinamika Hubungan Sosial. Bandung: Widina Bhakti Persada.
Sulung, U. (2024). Teknik Pengumpulan Data Primer dalam Penelitian Sosial Kualitatif. Yogyakarta: Deepublish.
Waruwu, M. (2023). Pendekatan Penelitian Kualitatif: Konsep dan Prosedur Penelitian Akademik. Jurnal Pendidikan Tambusai, 7(1), 1100–1115.
Wulan, S., Lestari, D., & Handayani, T. (2025). Metodologi Penelitian Deskriptif Kualitatif dalam Kajian Komunikasi Jasa. Jurnal Riset Komunikasi, 8(1), 40–53.
Yahya, M., Arifin, Z., & Handoko, T. (2023). High-Tech High-Touch Strategy for Financial Inclusion in Urban Banking. Journal of Asian Finance and Banking, 10(5), 211–224
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Siti Rachmah Handayani, Muhammad Ruslan Ramli
This work is licensed under a Creative Commons Attribution 4.0 International License.
