Maxim Drivers’ Communication Strategies to Build Positive Image Among Customers (A Case Study of Bengkulu City Motorcycle Drivers)

This study investigated the communication strategies employed by Maxim drivers to foster a positive customer image in Bengkulu City. Grounded in Onong Uchjana Effendy’s communication strategy framework, the analysis centered on four key dimensions: audience analysis, message design, communication method, and communication media selection. A qualitative descriptive approach was adopted. Primary informants comprised three Maxim drivers, supplemented by three Maxim customers selected via purposive sampling. Data were gathered through observation, interviews, and documentation, then analyzed using the Miles and Huberman model involving data reduction, data display, and conclusion drawing/verification. The findings revealed that Maxim drivers effectively operationalized these communication strategies during service delivery. In audience analysis, drivers identified customer characteristics and needs by confirming names, pick-up points, and destinations, while tailoring their interpersonal style accordingly. Regarding message design, information was conveyed politely, clearly, and comprehensibly, accompanied by prompt updates when service disruptions occurred. In terms of communication methods, drivers cultivated favorable impressions through a friendly, courteous, responsive, punctual, and professional demeanor. Meanwhile, for media selection, drivers leveraged the in-app chat and call features on the Maxim platform to facilitate seamless customer interaction. Conclusively, driver communication strategies served not merely as information delivery tools, but also effectively fostered comfort, enhanced customer trust and satisfaction, and sustained a positive brand image for Maxim services in Bengkulu City.