The role and function of Customer Service in handling complaints in the TASPEN authentication application for TASPEN participants at Bank Sumsel Babel

Abstract

This research analyzes the role and function of customer service in handling complaints about the Taspen Authentication application among Taspen participants at Bank Sumsel Babel. This research aims to analyze the role of customer service in handling complaints from Taspen participants of Bank Sumsel Babel Capem Mas Airport and to analyze how well Taspen participants understand receiving information from Bank Sumsel Babel customer service Capem Mas Airport regarding the Taspen Authentication application. The method used in this research is a qualitative descriptive method. Data collection techniques were carried out using observation, interviews and documentation. In this study, researchers used source credibility theory. Hovland, Janis, and Kelley's ideas about source credibility are sometimes known as source credibility theory. According to this hypothesis, a person will be more open to persuasion if the source is trustworthy. It will be easier to persuade your audience to adopt your point of view, the more reliable your sources are. When someone has credibility in their profession, they are more likely to believe and accept the words they convey. Researchers also use the customer loyalty theory put forward by Kotler that loyal consumers are not measured by how much they buy. Based on the results of the research, the role of customer service in resolving customer complaints at Bank Sumsel Babel Mas Airport Sub-Branch is very important because customer service better understands how to use the application and will always help Taspen participants with problems using the Taspen authentication application. The more customer service provides excellent service to customers, the more loyal customers will be to Bank Sumsel Babel and customers will not move to other banks to carry out transactions. If customers are loyal to the bank, they will receive more fee-based income from these customers so that the banking business will grow and develop.