COMMUNICATION, INNOVATION, AND TECHNOLOGY FOR CUSTOMER SERVICE DEVELOPMENT IN THE DIGITAL ERA
DOI:
https://doi.org/10.31947/aiccon2025.v1i1.47713Keywords:
Digital Communication Strategy, Customer Service, Human Technology CollaborationAbstract
This study aims to analyze how mobile telecommunications companies in Bandung implement communication strategies, innovation, and technology to enhance customer service in the digital era. The research adopts Computer-Mediated Communication (CMC) theory and Service-Dominant Logic (Vargo & Lusch, 2004) as its analytical framework. A qualitative approach was employed through participant observation, in-depth interviews, and literature review. The informants consisted of 17 customer service agents from three GraPARI Telkomsel branches in Bandung, selected using purposive sampling techniques. The findings reveal that the company applies personalized communication strategies through digital channels and integrates technologies such as chatbots and CRM systems to increase service efficiency. Despite the significant role of technology, the empathetic presence of human agents remains essential in maintaining the quality of customer interactions. In conclusion, the collaboration between technology and humans is key to delivering valuable and adaptive service experiences in the digital era.
References
Fujii, Y., Okada, H., & Iwasaki, Y. (2018). Society 5.0: Human-centered society balancing economic advancement and resolution of social problems. Tokyo: Hitachi-UTokyo Laboratory.
Raharjo, B. (2022). Optimalisasi Teknologi Chatbot dalam Meningkatkan Efisiensi Layanan Pelanggan Digital. Jurnal Komunikasi dan Teknologi Informasi, 14(2), 112–124. https://doi.org/10.1234/jkti.v14i2.12345
Vargo, S.L., & Lusch, R.F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1–17. https://doi.org/10.1509/jmkg.68.1.1.24036
Wicaksono, D., & Lestari, M. (2021). Strategi Hybrid Service dalam Menjaga Loyalitas Pelanggan Sektor Telekomunikasi. Jurnal Ilmu Komunikasi, 9(1), 45–60.
Walther, J.B. (1996). Computer-mediated communication: Impersonal, interpersonal, and hyperpersonal interaction. Communication Research, 23(1), 3–43. https://doi.org/10.1177/009365096023001001
Zhao, S. (2006). The digital self: Through the looking glass of telecopresent others. Symbolic Interaction, 29(3), 387–405. https://doi.org/10.1525/si.2006.29.3.387
Miles, M.B., Huberman, A.M., & Saldaña, J. (2014). Qualitative Data Analysis: A Methods Sourcebook (3rd ed.). Thousand Oaks, CA: Sage Publications.
Creswell, J.W. (2013). Qualitative Inquiry and Research Design: Choosing Among Five Approaches (3rd ed.). Thousand Oaks, CA: Sage Publications.
