Internal Branding in Customer Service Officers PT Bank Central Asia

ABSTRACT:Many companies aware their employees are the most important stakeholder and their
understanding about the brand is essential even before customers. Employees branding or internal branding is as important as external branding, and the success of internal branding will make the company survives. This research is going to find out about internal branding factors, mechanisms, and branding outcomes, specifically in Customer Service Officer (CSO) team at Bank BCA KCU Bekasi. The concept is based on internal branding elements, they are brand identification, commitment, loyalty and performance, affected by internal communications, training programs, work environments and personal variables. The research is using qualitative methods where its primary data gathered by interviewing five senior CSOs and observed the whole team activities. The finding of this research proves that even both work environment and personal variables are positive and supportive, there are inconsistencies on applying internal communications and training schedules. Although all interviewees are permanent employees, they admit they cannot identify,
commit and loyal to the brand of BCA. The result shows there is no connection between brand identification, commitment, and loyalty to brand performance.
KEYWORDS:Customer service officers, internal branding outcomes, branding factors, mechanisms