Penggunaan Attribution Theory pada Penanganan Komplain Nasabah Melalui Instagram @bankbri_id oleh Customer Service Digital

Abstract

There are several complaints comments on Instagram Bank Rakyat Indonesia @bankbri_id that customers write. This research focuses on the use of Attribution Theory that is used in the process of resolving complaint. The fact that underlies this research is that customers are dissatisfied with the services provided by the company.Complaint-related comments on the company's social media must be resolved immediately in order to maintain the quality of service and the company's reputation. This research uses a qualitative approach with the netnographic method, which is a method used to for examining the communicationwhich originates in new technologies and is carried out by individuals. The results showed that the use of Internal Attributes by Bank Rakyat Indonesia's Digital Customer Service to customers who have the potential to produce viral negative comments and External Attributes are used on customers who have recently complained and often complainbut their viral potential is relatively small.This research could be used as a reference for companies, especially those that have a digital customer service division.