INTERCULTURAL COMMUNICATION IN NEGOTIATION
Nurika Desy Marlinton (a*), Anne Maryani (b), O. Hasbiansyah (b)

a) Bandung Islamic University
Jalan Tamansari, Bandung 40116, Indonesia
*desymarlintons[at]gmail.co.id
b) Bandung Islamic University
Jalan Tamansari, Bandung 40116, Indonesia

Abstract

There is often a misunderstanding between a banking Funding Officer and its customers due to language differences. This is because many customers use the local language, while not all FOs come from the same area. The purpose of this study was to determine the motives, experiences, and meanings of using Sundanese regional language in the Banking Business Negotiation Process for FO. The method used is qualitative with a phenomenological approach. It is found that FO tends to use Sundanese regional language in the negotiation process as a form of an effort to get the emotional side of customers. Intercultural communication competence is deemed necessary as an adaptation process with interlocutors at least for social language to break the ice and reduce misunderstanding in the negotiation process. This research is expected to have practical implications whereby banks can add to the policy that all FOs must have local languages skill.

Keywords: Intercultural Communication- Negotiation- Bank

Topic: Marketing and Fintech in Terms of Islamic Perspective