<![CDATA[Background: The Integrated Service Unit (ULT) at Universitas Padjadjaran was created to support service quality and ongoing improvement, helping strengthen the university’s overall brand identity. Purpose: This study aim to explores how coordination and internal messaging at ULT shape reliable service experiences to fulfill institutional branding goals. Methods: This study employed a descriptive qualitative approach. Data was collected using interviews, record analysis, and direct field observation. Results: ULT functions as the main frontline bridge between Unpad and public. Aside from managing daily administrative requests, staff actively link visitors with various internal departments. Quality service builds public trust, presenting Unpad as an accountable, transparent, and responsive institution. Still, staff face coordination challenges when policy guidelines are unclear or when updates arrive late, creating conflicting answers and user uncertainty. Overcoming these barriers requires formal inter-departmental links, strategic communication guides, early policy sharing, and professional skill certification. Conclusion: Service reliability depends equally on staff competence and good internal coordination. Strengthening both elements is essential for turning service delivery into a lasting brand asset. Implications: The findings suggest that universities should treat service communication as a strategic branding resource by formalizing coordination, standardizing service messages, and strengthening frontline professional competence.]]>
Copyrights © 2026
