Communication Message Management

Oct 13, 2025 by talynt.org 19 views

Message Management and Marketing Communication Activities on the Level of Customer Satisfaction: A Correlational Study

Introduction

In today's competitive business landscape, customer satisfaction has become a crucial factor in determining the success of an organization. PT BPJS Employment, a leading provider of employment services in Medan City, has been striving to improve its customer satisfaction levels. However, the effectiveness of its message management and marketing communication activities has been a subject of debate. This study aims to investigate the relationship between message management and marketing communication activities and customer satisfaction at PT BPJS Employment.

Research Purpose

The primary objective of this study is to examine the influence of message management and marketing communication activities on customer satisfaction at PT BPJS Employment. In this context, message management refers to the way information is conveyed to customers, while marketing communication activities include various strategies used to attract and maintain customers. By understanding the relationship between these variables, PT BPJS Employment can design more effective communication and marketing programs to meet customer expectations and increase their loyalty.

Theoretical Framework

Several theories have been considered relevant in this study, including:

Communication Message Management: Strategies to convey information effectively to the audience.
Marketing Communication: Efforts to promote services and benefits to prospective customers.
Services: Focus on the quality of the services provided to customers.
Customer Satisfaction: The level of satisfaction felt by customers for the product or service they receive.
Theory of Cognitive Dissonance: Explains the discomfort felt by individuals when they receive information that is contrary to their beliefs or hopes.

Methodology

This study employed a correlational method, which aims to determine the relationship between two or more variables without manipulation. The population in this study consisted of PT BPJS Employment service users, with a sample of 100 respondents taken using stratified proportional sampling and purposive sampling techniques.

Data was collected through three techniques:

Literature Research: Includes literature studies related to the topic studied.
Field Research: Direct observation of activities related to marketing communication.
In-depth Interview: Digging information from respondents to understand their experiences deeper.

Data analysis was carried out using three techniques, namely single table analysis, cross table analysis, and hypothesis test. To analyze the relationship between variables, the Rank Order Coefficient (Spearman) was used through the Statistical Product and System Solution (SPSS) version 16. The results showed a strong correlation between message management and marketing communication activities and customer satisfaction, with a correlation coefficient (RS) value of 0.609.

Findings and Analysis

The results of this study indicate that there is a significant influence between the management of messages and marketing communication activities on the level of customer satisfaction. The better the management of messages and communication carried out by PT BPJS Employment, the higher the level of satisfaction felt by the customer. Conversely, if the management of messages and marketing communication is considered bad, then customer satisfaction tends to decrease.

The use of correlation analysis to measure the strength of this relationship provides important insights for the management of PT BPJS Employment to improve their marketing and communication strategies. By understanding the factors that influence customer satisfaction, PT BPJS Employment can formulate a more effective strategy in meeting customer expectations and increasing their loyalty.

Conclusion

This study highlights the importance of managing messages and marketing communication activities in increasing customer satisfaction. The findings of this study can serve as a reference for PT BPJS Employment in designing better communication and marketing programs, as well as optimizing the services provided to customers. By implementing effective message management and marketing communication strategies, PT BPJS Employment can continue to increase customer satisfaction levels, contributing to the sustainability and growth of the organization.

Recommendations

Based on the findings of this study, the following recommendations are made:

PT BPJS Employment should prioritize effective message management and marketing communication activities to improve customer satisfaction levels.
The organization should conduct regular surveys and feedback sessions to understand customer needs and expectations.
PT BPJS Employment should develop a comprehensive communication strategy that includes various channels, such as social media, email, and print media.
The organization should provide ongoing training and development programs for its employees to ensure they have the necessary skills to effectively manage messages and communicate with customers.

By implementing these recommendations, PT BPJS Employment can improve its customer satisfaction levels, increase customer loyalty, and ultimately contribute to the growth and sustainability of the organization.
Frequently Asked Questions (FAQs) on Message Management and Marketing Communication Activities

Q: What is message management, and how does it relate to customer satisfaction?

A: Message management refers to the way information is conveyed to customers. Effective message management is crucial in building trust and understanding between the organization and its customers. By managing messages effectively, organizations can increase customer satisfaction levels and loyalty.

Q: What is marketing communication, and how does it impact customer satisfaction?

A: Marketing communication refers to the efforts made by an organization to promote its services and benefits to prospective customers. Effective marketing communication can increase customer awareness, understanding, and satisfaction with the organization's services.

Q: What is the relationship between message management, marketing communication, and customer satisfaction?

A: The results of this study indicate that there is a significant influence between the management of messages and marketing communication activities on the level of customer satisfaction. The better the management of messages and communication carried out by PT BPJS Employment, the higher the level of satisfaction felt by the customer.

Q: What are the key findings of this study?

A: The key findings of this study include:

There is a strong correlation between message management and marketing communication activities and customer satisfaction.
Effective message management and marketing communication activities can increase customer satisfaction levels.
The organization should prioritize effective message management and marketing communication activities to improve customer satisfaction levels.

Q: What are the implications of this study for PT BPJS Employment?

A: The findings of this study have significant implications for PT BPJS Employment. The organization should prioritize effective message management and marketing communication activities to improve customer satisfaction levels. This can be achieved by developing a comprehensive communication strategy that includes various channels, such as social media, email, and print media.

Q: What are the limitations of this study?

A: The limitations of this study include:

The study was conducted in a single organization, PT BPJS Employment, and may not be generalizable to other organizations.
The study relied on self-reported data from customers, which may be subject to biases and limitations.

Q: What are the future research directions for this study?

A: Future research directions for this study include:

Conducting a longitudinal study to examine the impact of message management and marketing communication activities on customer satisfaction over time.
Investigating the impact of message management and marketing communication activities on customer loyalty and retention.
Examining the role of technology in facilitating effective message management and marketing communication activities.

Q: What are the practical implications of this study for organizations?

A: The practical implications of this study for organizations include:

Prioritizing effective message management and marketing communication activities to improve customer satisfaction levels.
Developing a comprehensive communication strategy that includes various channels, such as social media, email, and print media.
Providing ongoing training and development programs for employees to ensure they have the necessary skills to effectively manage messages and communicate with customers.

By understanding the relationship between message management, marketing communication, and customer satisfaction, organizations can develop effective strategies to improve customer satisfaction levels and increase customer loyalty.