INTERPERSONAL COMMUNICATION STRATEGIES OF GRAB DRIVERS IN ATTRACTING CUSTOMERS

Abstract

This study aims to analyze the communication strategies used by Grab drivers interpersonally to attract customers. In the era of technology and app-based transportation services such as Grab, communication between drivers and customers plays an important role in influencing customer experience and business success. This research uses a qualitative approach with in-depth interviews with several Grab drivers. The results of this study reveal several communication strategies commonly used by Grab drivers. First, the strategy of building rapport through casual and friendly conversations. Such interpersonal closeness can create a sense of trust and comfort for customers. Second, the strategy of customizing communication styles based on customer preferences. Some customers may prefer lively conversations, while others may prefer quieter conversations. Third, the strategy of presenting local information and recommendations to customers. Drivers who know interesting places around the city can provide added value to customers by sharing this information.