ANALISIS PENERAPAN PELAYANAN PRIMA DALAM MENINGKATKAN KEPUASAN PELANGGAN DI WULING ARISTA LAMPUNG

Fiya, Salsabila (2026) ANALISIS PENERAPAN PELAYANAN PRIMA DALAM MENINGKATKAN KEPUASAN PELANGGAN DI WULING ARISTA LAMPUNG. [Diploma/Tugas Akhir]

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Abstrak (Berisi Bastraknya saja, Judul dan Nama Tidak Boleh di Masukan)

Penelitian ini bertujuan untuk menganalisis penerapan pelayanan prima dalam meningkatkan kepuasan pelanggan di Wuling Arista Lampung serta mengidentifikasi kendala yang dihadapi. Penelitian menggunakan metode deskriptif kualitatif dengan teknik pengumpulan data melalui observasi, wawancara, dan dokumentasi. Informan penelitian terdiri dari Customer Relationship Officer (CRO), Service Advisor (SA), Sales Counter, dan pelanggan. Hasil penelitian menunjukkan bahwa pelayanan prima telah diterapkan melalui aspek sikap (attitude), perhatian (attention), dan tindakan (action). Karyawan memberikan pelayanan yang ramah, sopan, profesional, serta responsif terhadap kebutuhan dan keluhan pelanggan. Penerapan pelayanan prima tersebut mampu meningkatkan kepuasan pelanggan yang tercermin dari terpenuhinya harapan dan pengalaman pelayanan yang positif. Namun, masih terdapat kendala berupa perbedaan harapan pelanggan terhadap kecepatan layanan. Dengan demikian, penerapan pelayanan prima berperan penting dalam meningkatkan kepuasan pelanggan di Wuling Arista Lampung. Kata Kunci: Pelayanan Prima, Kepuasan Pelanggan, Sikap, Perhatian, Tindakan This study aims to analyze the implementation of excellent service in improving customer satisfaction at Wuling Arista Lampung and identify the obstacles encountered. The study used a descriptive qualitative method with data collection techniques through observation, interviews, and documentation. The research informants consisted of Customer Relationship Officers (CROs), Service Advisors (SAs), Sales Counters, and customers. The results indicate that excellent service has been implemented through aspects of attitude, attention, and action. Employees provide friendly, polite, professional service, and are responsive to customer needs and complaints. The implementation of excellent service has been able to increase customer satisfaction, as reflected in fulfilled expectations and positive service experiences. However, obstacles remain in the form of differences in customer expectations regarding service speed. Therefore, the implementation of excellent service plays a crucial role in improving customer satisfaction at Wuling Arista Lampung. Keywords: Excellent Service, Customer Satisfaction, Attitude, Attention, Action

Jenis Karya Akhir:	Diploma/Tugas Akhir
Subyek:	300 Ilmu sosial 300 Ilmu sosial > 320 Ilmu politik (politik dan pemerintahan)
Program Studi:	FAKULTAS ILMU SOSIAL DAN ILMU POLITIK (FISIP) > Prodi D3-Administrasi Perkantoran
Pengguna Deposit:	2605608654 Digilib
Date Deposited:	19 Jun 2026 04:08
Terakhir diubah:	19 Jun 2026 04:08
URI:	http://digilib.unila.ac.id/id/eprint/100977

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