Makna service with smile: Emotional labor, emotional display dan emotional intelligence pada customer service :: Studi kualitatif fenomenologi

MEINASTIT, Dini, Prof. Dr. Asip F. Hadipranata

2009 | Tesis | S2 Magister Psikologi

Penelitian ini mencoba untuk mengkaji bagaimana seorang customer service memaknai fenomena “service with smile” dan pemahamannya tentang emotional labor, emotional display serta emotional intelligence terkait dengan slogan tersebut. Penelitian ini menggunakan pendekatan kualitatif- fenomenologi untuk mengeksplorasi isu-isu psikologis yang selama ini mungkin tersembunyi dibawah permukaan, sebagai wujud refleksi bagaimana mereka memandang dan melibatkan slogan “service with smile” dalam pekerjaannya sebagai pemberi layanan kepada konsumen. Studi kualitatif-fenomenologi ini menggunakan wawancara secara intensif dan mendalam, dengan menggunakan recorder lalu ditulis, untuk kemudian dianalisis. Wawancara kepada 6 subjek dipilih dengan menggunakan theoretical sampling. Analisis penelitian dilakukan dengan cara : 1. memahami pernyataan penting; 2. membuat makna pernyataan; 3. membuat intisari pernyataan; dan 4. menggambarkan secara mendalam. Sementara, untuk verifikasi penelitian dilakukan dengan menggunakan member check. Hasil penelitian menunjukkan bahwa dari sudut pandang customer service, aturan emosi positif pada emotional labor dan emotional display seperti bersikap ramah, empati dan memberi senyum tulus merupakan aturan mengikat dan kurang membawa dampak positif. Pengalaman ini kemudian melahirkan pemahaman tentang makna emotional intelligence pada diri subjek, sangat sulit mengelola emosi positif di depan konsumen tanpa meninggalkan kesan “manusiawi” dalam diri mereka karena hanya robot yang mampu tersenyum terus-menerus dan tidak tersentuh emosi negatif. Pengalaman dan pengetahuan terhadap emotional labor, emotional display dan emotional intelligence turut andil dalam pemaknaan “service with smile”. Aturan dan norma bisnis yang mengikat, seolah-olah tidak tersentuh emosi negatif membuat mereka tampak seperti mekanik (robot). Hal ini membuat subjek customer service menilai bahwa “service with smile” hanyalah sekedar rutinitas belaka. Locus of control eksternal dari masyarakat dan konsumen serta ada ketidakpuasan dalam pekerjaan membuat customer service melakukan rutinitas kerja tanpa rasa, hambar.

This research, using qualitative-phenomenology approach, tried to unravel how customer service officers giving meaning to the slogan “service with smile” and also to unravel their understandings on emotional labor, emotional display and emotional intelligence regarding the slogan “service with smile”, especially the impact to their psychological working conditions. There are six informants involved in this research. In-depth interviews were conducted to ga in data from these informants. To make things easy, tape recorder was used to record these informant’s experiences. Data analysis were conducted in three ways: 1. understanding crucial or important statements; 2. giving meanings to the statements; 3. making a summary of statements; and 4. describing statements extensively. Data verification was done by using member check. Research findings showed that from the customer service officers’ point of view, the positive emotion on emotional labor and emotional display such as being friendly, emphatically, and giving sincere smile were binding and have less positive effect. These were experienced as dehumanization by the customer service officers, because being in that manner, they feel like robot with no negative emotions. Their knowledge on emotional labor, emotional display and emotional intelligence affected on how they gave meaning to the slogan “service with smile”. This slogan made them look mechanic, as if not having negative emotions. They then took this slogan as a routine of their daily work activities. External controls from the customers on how they behave and made these customers service officers worked with the feel of numbness.

Kata Kunci : Customer service,Emotional labor,Emotional display,Service with smile,Fenomenologi,Rutinitas,customer service, emotional labor, emotional display, service with smile, phenomenology, routine