BARRIERS AND STRATEGIES OF CUSTOMER SERVICE IN RESOLVING CUSTOMER COMPLAINTS

Abstract

This study examines the role of customer service (CS) in handling customer complaints at BPRS Bhakti Sumekar, Jember Branch, using a descriptive qualitative approach through field research. Data collection techniques included open-ended observation, structured and unstructured interviews, and documentation. Data were analyzed using the Miles and Huberman model (data reduction, presentation, and conclusion).

The results indicate that CS plays a role in retaining existing customers through regular six-monthly follow-ups and attracting new customers through product promotions and support from the funding team. Complaint handling applies five principles: empathy (active listening), rapid response, apology, credibility (recurrence prevention), and attentiveness, which aligns with the theory of Schanars, Richens, and Kasmir. Although complaints are rarely directly observed, the main inhibiting factors are limited CS knowledge and dependence on the support system from the head office, which delays the resolution of technical errors.

These findings demonstrate that CS is the face of Islamic banks, influencing customer perceptions and loyalty. The study recommends ongoing competency training and optimization of local IT infrastructure to improve complaint handling efficiency, supporting the sustainable growth of BPRS amidst banking competition.