Service Excellence As Bank Lampung’s Communication Strategy For Maintaining Customer Relationships

Abstract

Intense competition within the banking industry forces banks to continuously elevate their service quality to retain customer loyalty. This study aims to analyze the implementation of service excellence as a corporate communication strategy at Bank Lampung's Kotabumi Branch to maintain long-term relationships with its customers.

Using a qualitative approach, data for this research were gathered through field observations, in-depth interviews with bank employees, and a relevant literature review. The collected data were analyzed through the lens of three core components of corporate communication: determining communication objectives, mapping available resources, and managing image and reputation.

The findings reveal that Bank Lampung Kotabumi Branch has successfully utilized service excellence as a strategic tool to realize its corporate vision. This implementation is strongly driven by internal empowerment initiatives, including standardized employee behavior, an independent and competitive recruitment system, and regular upgrades to physical facilities. Through consistent service excellence and routine evaluations, the bank has successfully built a positive image as a safe, comfortable, and trusted financial institution in the eyes of the public.