Evaluation of Complaint Handling: Case Study of Cashier Section PT Surabaya Industrial Estate Rungkut

Abstract

Handling customer complaints is an important element in maintaining service quality and building customer loyalty. This research aims to evaluate the complaint handling process in the cashier section of PT Surabaya Industrial Estate Rungkut (SIER), identify the obstacles faced, and formulate strategic solutions to improve service effectiveness and efficiency. The method used is descriptive qualitative with data collection techniques through interviews, direct observation, and documentation. The results showed that the complaint handling process at the cashier still faced various obstacles, both internal such as lack of training, ineffective communication, and low work motivation, as well as external obstacles such as regulatory dynamics and evolving customer expectations. Slow and unresponsive complaint handling has the potential to reduce tenant satisfaction and loyalty levels. Therefore, it is necessary to increase employee competence through training, improve the complaint management system, and utilize information technology to create faster, more accurate, and customer satisfaction-oriented services. This research is expected to be a valuable input for PT SIER in developing strategies to improve service quality in the future.