ANALISIS KOMUNIKASI DUA ARAH ASIMETRIS DAN SIMETRIS DALAM PENANGANAN KOMPLAIN DI SOCIAL MEDIA SEBAGAI STRATEGI CUSTOMER RELATIONSHIP MANAGEMENT RUMAH SAKIT XYZ DI JAWA BARAT

Azizan, Ravdinal (2025) ANALISIS KOMUNIKASI DUA ARAH ASIMETRIS DAN SIMETRIS DALAM PENANGANAN KOMPLAIN DI SOCIAL MEDIA SEBAGAI STRATEGI CUSTOMER RELATIONSHIP MANAGEMENT RUMAH SAKIT XYZ DI JAWA BARAT. Tugas Akhir (S1) - thesis, Universitas Bakrie.

	Text (Cover) 00. Cover.pdf - Accepted Version Download (481kB)
	Text (BAB I-III) 01. BAB I-III.pdf - Accepted Version Restricted to Registered users only Download (331kB) | Request a copy
	Text (BAB IV) 02. BAB IV.pdf - Accepted Version Restricted to Registered users only Download (401kB) | Request a copy
	Text (BAB V) 03. BAB V.pdf - Accepted Version Restricted to Registered users only Download (53kB) | Request a copy
	Text (Daftar Pustaka) 04. BAB Daftar Pustaka.pdf - Accepted Version Download (180kB)
	Text (Lampiran) 05. Lampiran.pdf - Accepted Version Restricted to Registered users only Download (180kB) | Request a copy

Abstract

This study aims to analyze asymmetrical and symmetrical two-way communication models within the Customer Relationship Management (CRM) strategy for handling patient complaints through social media at RSUD XYZ in West Java. The research employed a qualitative case study approach, using in-depth interviews with hospital staff, patients, and patients’ families, complemented by documentation and observations of digital activities. Data were analyzed using Miles & Huberman’s interactive model with source and theory triangulation to ensure validity. The findings indicate that the hospital has made efforts to apply two-way communication in managing public complaints, as reflected in quick responses and the publication of follow-up actions. However, the dominant communication pattern remains asymmetrical, where message control is largely managed by the institution, leaving limited space for open dialogue with patients. Nevertheless, elements of symmetrical two-way communication are evident in efforts to accommodate public input as a basis for service improvements and in resolving issues faced by patients and their families. This study concludes that CRM implementation through social media has been fairly effective but still requires reinforcement in symmetrical communication practices that are more dialogic, empathetic, and participatory. The research is expected to enrich digital communication studies in the public service sector while also providing practical insights for healthcare institutions in developing complaint management that is more effective, responsive, and oriented toward patient satisfaction and trust.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Two-Way Communication, Customer Relationship Management (CRM), Social Media, Hospital, Asymmetrical and Symmetrical Models
Subjects:	Communication Science > Corporate Communication Communication Science > Public Relations Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User:	Ravdinal Azizan
Date Deposited:	03 Sep 2025 05:15
Last Modified:	03 Sep 2025 05:15
URI:	https://repository.bakrie.ac.id/id/eprint/12078

Actions (login required)

View Item