Strategi Komunikasi Customer Service Dalam Mencapai Pelayanan Prima Di Stasiun LRT DJKA Kota Palembang

Abstract

This study aims to analyze the communication strategies implemented by customer service personnel in achieving excellent service at the DJKA LRT Station in Palembang City. The research is based on the importance of high-quality public service in improving customer satisfaction and loyalty, particularly in the public transportation sector. A descriptive qualitative approach was used, with data collected through interviews, observation, and documentation. Informants included the station head, customer service staff, and passengers. The findings reveal that prior to the implementation of a structured communication strategy, customer service delivery was inconsistent and relied heavily on individual styles. After applying a public service communication strategy involving training, standard operating procedures (SOPs), and routine evaluations, significant improvements were observed, particularly in friendliness, responsiveness, information accuracy, and empathy. Effective communication strategies were found to strengthen relationships between staff and passengers and enhance the public image of the DJKA LRT service. Nonetheless, several challenges remain, including limited staff during peak hours and insufficient mastery of service information by some personnel. This study concludes that appropriate communication strategies play a vital role in achieving excellent service. The research recommends ongoing staff training, increased personnel deployment during high-traffic periods, and the integration of digital tools to support more efficient communication.