Enhancing Communication Culture  Across Academic and NonAcademicStaff:  An Institutional Strategy for Achieving Asia-Level Service Quality

Ade Irda Savitri; Roni Setia Nugraha

Enhancing Communication Culture Across Academic and NonAcademicStaff: An Institutional Strategy for Achieving Asia-Level Service Quality

Authors

Ade Irda Savitri Public Relations and Digital Communications Politeknik Caltex Riau
Roni Setia Nugraha Public Relations and Digital Communications Politeknik Caltex Riau

Keywords:

Organizational Communication, Communication Culture, Service Quality, Staff Training, Higher Education Institutions

Abstract

This study examines the institutional efforts of Politeknik Caltex Riau (PCR), a private vocational higher education institution in Indonesia, to enhance its internal communication culture as part of its strategic goal to achieve Asia-level service quality. Despite having established communication and service procedures, an internal institutional analysis revealed persistent gaps in message structuring, clarity of communication systems, problem-solving practices, documentation skills, body language, discipline, and service time management across academic and non-academic divisions. In response, PCR implemented comprehensive communication skill and hospitality training involving lecturers, administrative staff, janitors, and security personnel. Using a qualitative case study approach, this research explores how institution-wide training contributes to the development of a unified communication culture and improved service performance. Data were collected through in-depth interviews, document analysis, and observation of training activities. Findings show that the training strengthened cross-level communication alignment, improved consistency in service behavior, and enhanced professional communication standards across divisions. However, achieving Asia-level benchmarks requires ongoing reinforcement, formalized communication protocols, and systematic evaluation mechanisms. This study contributes to organizational communication literature by illustrating how holistic communication capacity-building can transform service culture in vocational higher education institutions.

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Enhancing Communication Culture Across Academic and NonAcademicStaff: An Institutional Strategy for Achieving Asia-Level Service Quality