STRATEGI COMPLAINT HANDLING PELAKU BISNIS UMKM BERBASIS ONLINE DI JAWA TENGAH

Abstract

The development of technology and information in the Fourth Industrial Revolution (Industry 4.0) era has provided various conveniences felt by the community, one of which is online shopping. On the other hand, people are filled with expectations and tend to be more demanding to get a pleasant and satisfying shopping experience. The demanding customer can be shown by tmany complaints addressed to MSMEs (Micro, Small, and Medium Enterprises) on their ecommerce. This study aims to analyze the complaints received by MSME actors in Central Java, analyze their complaint handling strategies, and analyze effective complaint handling. The researcher uses a case study research type with mixed methods and an explanatory sequential design approach. Politeness theory and Theories of Good Complaint Handling were chosen to explain the interaction between the business and customer. This quantitative study shows that the categories of complaints that often arise are product quality, order conformity, seller response, packing duration, and packaging. The results of qualitative research, through in-depth interviews, obtained three stages of strategy in complaint handling, namely emotion, response, and resolution. These three stages will be effective if done quickly, thoroughly, and using an assertive communication style, one of which is being polite when communicating.