KOMUNIKASI BISNIS BERORIENTASI PELANGGAN DI PERUSAHAAN DISTRIBUSI - Dwi Nurul Prihantono (COMMUNICATION MAJOR, 2018)
AbstrakSalah satu keberhasilan bisnis perusahaan distribusi sangat ditentukan bagaimana membangunkomunikasi dengan pelanggan. Pelanggan merupakan partner bisnis yang sangat pentingbagi perusahaan karena disinilah proses interaksi produk, proses, dan jasa perusahaanyang sekaligus sebagai bagian dari rantai proses perusahaan dalam menyediakan produkdan jasa baik sebagai pengguna perantara maupun pengguna akhir. Penelitian ini untukmenggambarkan bagaimana perusahaan distribusi membangun konsep komunikasi yangtepat dan efektif dalam mengidentifikasi, menjaga kebutuhan serta keinginan pelanggan. Perusahaan harus mampu menerapkan komunikasi yang optimal dalam meningkatkan kinerja perusahaan dan mempertahankan keberlangsungan bisnis jangka panjang terutamayang berkaitan dengan pelanggan. Penelitian ini menggunakan paradigma kualitatif denganmetode deskriptif analisis. Data diperoleh melalui wawancara langsung dan tidak langsung,Focus Group Discussion, tinjauan literature serta dokumentasi.Kata Kunci : Perusahaan Distribusi, Komunikasi, PelangganAbstractOne of the business success of the distribution company is determined from how the companybuilds communication with the customers. Customer is an important business partner of thecompany because this is where the process of interaction of products, processes, and servicesof the company as a part of the company’s chain process in providing products and services,both as an intermediary user and last user. This research is conducted to illustrate how thedistribution company builds appropriate and effective communication concepts in identifyingand maintaining customer’s needs and desires. Companies must be able to implement optimalcommunication in order to improve company performance and to maintain a long-termbusiness continuity, especially those which are related to the customers. This research used qualitative paradigm with descriptive method of analysis. Data were obtained through direct and indirect interviews, focus group discussions, literature review and documentation.Keywords : Distribution company, communication, customer