MEMBANGUN KEPERCAYAAN NASABAH TERHADAP MARCOMM (Studi Kasus Investor Relations Perusahaan Pan Arcadia Capital)
Business relationships in the investment sector are related to profit and loss risk, where there are no guarantees offered by the government or any investments manager company so the decision to trust business partners must be driven by rational considerations. This study focuses on how marcomm buil...
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2020-07-02.
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| 520 | |a Business relationships in the investment sector are related to profit and loss risk, where there are no guarantees offered by the government or any investments manager company so the decision to trust business partners must be driven by rational considerations. This study focuses on how marcomm build trust toward clients in the investment manager company Pan Arcadia Capital. The conceptual framework used is the aspect of trust according to Sztompka (2003) which includes reputation, performance, appearance, and secondary aspects of trust which include accountability, pre-commitment, and an atmosphere that supports communication. The research uses a qualitative case study approach using the Rational Choice theory. Research informants were marcomm, public relations, and clients of the Pan Arcadia Capital company. The results showed that the company's performance is the most powerful and significant aspect in providing client confidence in the pre-relation stage. The second aspect is marcomm's expertise in persuading clients by looking at marcomm's past track record in the form of experience in handling clients. When relationships are formed, then performance becomes the most important factor in establishing client trust. | ||
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