Volume 8, Issue 6, June 2023 International Journal of Innovative Science and Research Technology

ISSN No:-2456-2165

Customer Complaint Handling Strategy using the

Theory Perspective of Griffin and Michael at
PT Maluku Prima Makmur
Joko Aji Pramono1, Mohammad Agung Suryanto2
1,2
University Muhammadiyah of Gresik, Magister Management, Gresik, East Java, Indonesia

Abstract:- to find out the management of complaint According to Tjiptono (2000), complaint management
handling at PT Maluku Prima Makmur and how the is a form of processing. or a contract or arrangement made by
complaint management strategy at PT Maluku Prima the company resolve or overcome objectionable or
Makmur is studied according to the theory of Griffin dissatisfying responses; or Consumer disapproval of the
and Michael and determine the best strategy for making activities of administrative functions Inefficiently and
complaint management at PT Maluku Prima Makmur. effectively run by the company. complain Customers can and
This research methodology uses qualitative methods by will be triggered by a variety of factors cause customer
conducting interviews with various key informants at complaints. Complaint handling is very important because if
PT. Maluku Prima Makmur. The results of this study a company does not respond to customer complaints,
indicate that PT Maluku Prima Makmur in handling consumers will be disappointed and dissatisfied with the
complaints from consumers must fulfill consumer company's products. Consumer disappointment can lead to
expectations regarding the failure of the product consumer disappearance, negative news spread, and damage
provided. Replacing products that are not in accordance to a company's image.
with the product expected by consumers. Based on the
research results, this strategy is the best strategy because In fact, in order to remain competitive in the consumer
it provides compensation to customers with equal value. market, companies must be able to adequately address
This was able to create a negative view when making a various customer complaints. Handling Effective complaints
complaint to return favorably to PT Maluku Prima can transform an initially dissatisfied customer into a
Makmur. satisfied customer with your company's products and
services, and even into a long-term customer. Results of the
Keywords:- Strategy, Complaint Handling, Customers, study of Pedro et al. (2021) show that the nature of service,
perspective, Griffin Theory, Michael. the handling of customer-disrupting incidents, and the
handling of customer service are key.
I. INTRODUCTION
This is consistent with a study by Salim (2018). It
According to Tjiptono (2000), complaint management shows that complaint handling has the largest coefficient
is a form of processing. or a contract or arrangement made value that produces customer satisfaction. Based on this
by the company resolve or overcome objectionable or research, properly responding to customer complaints can
dissatisfying responses; or Consumer disapproval of the again improve the customer satisfaction index, which in turn
activities of administrative functions Inefficiently and can influence and improve the sales of a company's
effectively run by the company. Complain. products/services.
Customers can and will be triggered by a variety of All complaints will be submitted to the company and
factors cause customer complaints. Complaint handling is processed It will affect consumer satisfaction and loyalty. A
very important because if a company does not respond to customer survey conducted by the Rockefeller Foundation
customer complaints, consumers will be disappointed and (Griffin, Customer Loyalty (2005)) states that the reasons for
dissatisfied with the company's products. Consumer customer loss or attrition are influenced by several factors.
disappointment can lead to consumer disappearance, (1) unresolved complaints (14%); (2) competitors (9%);
negative news spread, and damage to a company's image. transfers (9%); no particular reason (68%).
In fact, in order to remain competitive in the consumer This research shows that unresolved complaints are one
market, companies must be able to adequately address of the factors that influence customer loss. Analyzing the
various customer complaints. Handling Effective complaints response to customer complaints is therefore an important
can transform an initially dissatisfied customer into a aspect to consider in keeping your business viable. There are
satisfied customer with your company's products and basically three aspects to dealing with customer complaints.
services, and even into a long-term customer. Results of the customer complaints i.e. aspect (result), result, (procedure)
study of Pedro et al. (2021) show that the nature of service, procedure, (Treatment) Treatment Griffin and Michael
the handling of customer-disrupting incidents, and the (2001). in Griffin and Michael's book The title is "Getting
handling of customer service are key factors in maintaining Customers Back - How to Get Back and Keep Lost
the producer-consumer relationship. Customers". Them Royal explained that the company did not
go through these three stages.

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Volume 8, Issue 6, June 2023 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
Consumers can then get lost and spread negative news PT Maluku Prima Makmur has a subsidiary located in
about it. Enterprise in the environment. It's definitely a bad the Ambon region, Maluku which focuses on the production
image. For businesses through the eyes of consumers and of processed tuna products named PT Maluku Prima
potential customers. Makmur. Products made by PT Maluku Prima Makmur are
distributed to buyers in America and there are also products
The outcome aspect is the most expected aspect that are distributed domestically. Products produced by PT
customer. In this aspect, repair refund or replacement is Maluku Prima Makmur are Frozen Tuna, Frozen Tuna
possible Products/services, cost corrections, or other forms Pocket, Frozen Tuna Loin, Frozen Tuna Cube Cut, Frozen
of compensation (Griffin and Michael, 2001). Customers Tuna Chunk Meat, Frozen Tuna Ground Meat.
respond negatively when complaints are not resolved,
perceiving the company as inadequate or unable to resolve The End User referred to in this case is a consumer who
complaints (Tax and Brown, 1998). consuming products from Pt Maluku Prima Makmur which
are spread in the country and abroad. Every wholesaler who
The procedural aspect is the aspect that involves becomes a customer and sells products will deal intensely
actions. Complaints handling is clearly articulated by the and consistently with distributors, so that every process of
company and each step is understood by customers, making ordering products, administrative processes to complaining
it easier for them to file and file complaints (Griffin and about products, wholesalers will convey them directly to
Michael, 2001). A study by Tax and Brown (1998) found distributors and then distributors will forward any problems
that the process required by consumers to handle consumer or complaints to the distributors. PT Maluku Prima Makmur.
complaints was procedural and expedited, eliminating the
need to rotate personnel during complaint handling bottom. Based on the results of initial observations, it can be
seen that the number of customer complaints about the
The (Treatment) aspect of consumer treatment is fair quality of products produced by PT Maluku Prima Makmur
interpersonal behavior with customers and showing still fluctuates from year to year. Common complaints given
politeness, concern, and honesty and providing explanations by consumers such as products that do not meet
for these failures and trying really hard to solve the problem specifications, the presence of biological hazards in them
(Griffin and Michael, 2001). Research by Tax and Brown, products and various other complaints. Based on customer
(1998) shows that verbal communication is often more complaints received and further analysis carried out by PT
suitable for conveying empathy to angry customers than Maluku Prima Makmur in the 2021 period a total of 17
written communication. Consumers don't want to waste time customer complaints were received. Products that get
and companies also don't want to waste time dragging on to complaints will be immediately followed up by the internal
finish problem, therefore, the faster a solution is found, the team of PT Maluku Prima Makmur, Quality Assurance and
more likely the company is to save customers and get very Quality Control Department by objectively analyzing the
valuable customers. product in question, starting from the processing process to
transfer to the logistics department. Even though an analysis
Customer satisfaction is a post-purchase evaluation, in of the damage and root causes of inappropriate products is
which the assessment is at least equal to or better than the obtained, further analysis is needed to find out whether the
customer's expectations, whereas customer dissatisfaction handling of customer complaints by PT Maluku Prima
occurs when the result is not satisfactory. Losing customers Makmur is in accordance with the theory of Griffin and
due to complaints that are not handled properly by the Michael so that consumers feel satisfied and do not lose
company and failure to comply customer expectations are a consumers in the business and operational processes carried
major frustration on the part of the company. Thus, customer out by PT. Maluku Prima Makmur, there are special targets
complaints or complaints can be seen as an important set by the Department of Quality Assurance and Quality
indicator for companies to determine the level of customer Control in maintaining product quality and quality, one of
satisfaction with the products and services provided by the which is zero complaint.
company.
Complaints are a natural consequence of every service
PT Maluku Prima Makmur, is a company engaged in activity as a result of unavoidable human error. Complaints
the frozen food industry since 1994. Overall the products from customers can provide an opportunity for
produced include Frozen Fish, Frozen Cephalopod, Frozen organizations/companies to identify management problems
Surimi, Frozen Shrimp, Value Added, Crab Meat. At this that they are not aware of. Based on this background, the
time PT Maluku Prima Makmur has expanded to the researcher is interested in conducting research on the
Americas and Asia. It is known that one of the basic values effectiveness of handling customer complaints at PT
applied by PT Maluku Prima Makmur in producing products MALUKU PRIMA MAKMUR.
is quality. PT Maluku Prima Makmur is committed to
producing superior and quality products supported by direct Competition in business that is going strong makes
handling from upstream to downstream in accordance with business people always want to attract consumers to be able
the company's commitment to quality. to conquer the customer market. The high level of business
competition is caused by the mindset of a society that is
developing due to technological advances and lifestyles that
cannot be separated from it the influence of globalization.
Therefore this makes the company more persistent in

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Volume 8, Issue 6, June 2023 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
providing maximum customer satisfaction. However, in According to Rusadi (2004), complaints are a sign of
practice there are still frequent human errors or production consumer dissatisfaction. Complaints should not be
factors. Products that are defective in the manufacturing underestimated. If ignored, consumers will go unnoticed and
process or defective so that the product reaches the hands of eventually leave the company. Complaints need to be
consumers will result in several negative impacts such as responded to quickly so that companies can quickly address
customer dissatisfaction which causes complaints for the root causes of customer dissatisfaction. In the future, we
defective products. If the company does not address these hope that no one will appeal to the company for the same
complaints, consumers will be forced to tell their bad thing.
experience using the product which is a negative word of
mouth that can have a negative impact and reduce company B. Customer Relationship Management (CRM)
profits. The ever-changing industrial world has a direct CRM is the basic paradigm of marketing science that is to
impact on increasing competition between companies. satisfy the offender with the best possible alternative in the
Meanwhile, the consumer society began to develop into an market through a relationship exchange process. CRM goes
increasingly critical society, thus creating a strong high beyond transactional exchanges and allows marketers to
consumer demand for the products and services it produces. assess customer feelings and buying intentions so that
Complaint behavior includes at least three forms of customers can be provided with goods and services before
response, namely direct complaints by customers to service they ask for them (Panda, 2003).
providers, responses to third parties which are made through
negative speech, and personal responses that take legal CRM activity is basically associated with the word
action directly (Min et al., 2019). Company management's relationship. In general, relationship means that you are not
commitment to customer satisfaction in maintaining product buying a broken floor, but there is a relationship that is
quality is one of the main factors in supporting business continuously being built. As is known, before arriving at a
success. This is because the success of a business depends buying decision, people will start by searching for
on consumer judgment, so paying attention to customer information, evaluating the information, and then placing an
satisfaction is very important. order. After purchase, the customer may need guidance. Then
the next phase is to fix if there is a problem.
With the number of consumer complaints fluctuating
from 2017-2021, PT Maluku Prima Makmur needs to know The concept of CRM cannot be separated from the
and understand how to handle customer complaints that concept of relationship marketing. The concept of
need to be done. Based on the research background and Relationship Marketing conveys the idea that the main goal
previous research that has been done, the formulation. The of business is a company, namely to invite interaction with
problems that can be obtained from this research are as customers in the long term (Zikmud et.al, 2003)
follows: C. Customer loyalty
 How is the management of complaint handling at PT Behavior after purchasing a product is determined by
Maluku Prima Makmur? satisfaction or dissatisfaction with a product as the end of the
 How is the complaint management strategy at PT Maluku sales process. How is the behavior of customers in making
Prima Makmur if studied according to Griffin and repurchases, how are the attitudes of customers in expressing
Michael's theory? the products they use and other behaviors that describe
 How to determine the best strategy for making complaint customer reactions to the products they have felt.
management at PT Maluku Prima Makmur?
Every company definitely wants loyal customers
II. LITERATUREREVIEW because loyal customers will provide long-term benefits for
the company. In addition, loyal customers are the ultimate
A. Complaint Handling goal of every company.
Complaints are a form of consumer dissatisfaction.
Complaints have a major impact on the progress of the The definition of customer loyalty by Griffin (2005) is
company. Complaints that are resolved properly and non-random buying behavior expressed from time to time by
professionally have a positive impact on the company. several decision-making units. This means that loyalty
Customers who complain feel their opinions are highly describes the desire of consumers to continue to subscribe in
valued. In addition, complaints are consumers' rights to the long term.
express dissatisfaction. Complaint or Complaint is part of a
negative expression that is generated due to a discrepancy III. METHOD
between reality and one's wishes. Consumer Complaint
Behavior is a term that includes different consumer actions This study uses a qualitative approach. Compared to
when they feel dissatisfied with a purchase or service quantitative research, qualitative research has a different
(Sunarto, 2006). Complaint is an action taken by someone, orientation and methodology. In addition, these two
which includes communicating something negative about approaches also have some differences. Ontologically, the
the product or service that is made or marketed (Oxford quantitative approach sees a single realistic and objective
pocket dictionary, new edition, 2005). view, while a qualitative view of reality is plural and
subjective (Yin, 2011). The quantitative approach places the
researcher independent (separate) from the thing being
studied, whereas in the qualitative approach the researcher

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ISSN No:-2456-2165
interacts with the thing he is studying. In qualitative B. Aspect (Outcome)
research, researchers try to get as close as possible to the The results (outcome) aspect is the first aspect most
participants being studied. In practice, qualitative expected by customers. This aspect can be in the form of
researchers conduct research in the "field", namely where refunds for repairs, replacement of products/services, cost
the participants live or do activities. The goal is to get the corrections or other forms of compensation (Griffin and
real context and to understand what the informants are Michael, 2001). Customers will give a negative reaction when
saying (Creswell, 2007). their complaints do not go away resolved and consider the
company inadequate or failed to resolve the complaint (Tax
In qualitative research, the thing that must be done at and Brown, 1998).
the beginning of the research design is to identify the
location and research informants. The research design must In this aspect, the result that consumers want for their
determine the location and people who can help the dissatisfaction is the final product or something that can
researcher to understand the phenomenon to be studied. This guarantee an improvement that will ensure that the next
research was conducted at PT Maluku Prima Makmur which product received really changes as expected. On the
is located in the city of Ambon, Maluku province. The information provided by the informant, on for export,
informants involved in this study were policy makers and complaints are always resolved with a commitment to repair
people who received complaints directly from customers. according to the buyer's request. This is also in accordance
with what is the work guideline at PT Maluku Prima
IV. RESULTS Makmur. Complaints given by consumers become corrections
for companies to continue to improve, that way, then
In this case it can be explained that the handling carried consumers feel that the suggestions provided are a reference
out by PT Maluku Prima Makmur can make services that can for change and customers feel happy and continue to be loyal
be accepted by customers. This is in accordance with what customers to the company.
was conveyed by the informants both from the management
side of PT Maluku Prima Makmur and from the consumer At the domestic shutter, returns or products are also
perspective. it fits with what the informants provided, that carried out The problem was replaced by PT Maluku Prima
the complaints submitted were processed with the existing Makmur, in accordance with what was said by the informant,
system and a solution was created to make products or not that any defective product would be brought back to the
the occurrence of similar complaints in the future and this factory and exchanged for a new one or if there was none then
made customers feel valued and felt heard so that they still it would be exchanged for the appropriate item. Because the
decided to make repeat purchases at PT Maluku Prima complaints submitted at that time made the same solution
Makmur. mutually beneficial and a benchmark for good service in the
eyes of customers.
A. Correlation with Teroti Michael and Griffin
The handling of customer complaints can basically be This is shown by the results of interviews that have been
viewed from three aspects of customer complaint recovery, obtained with domestic buyers. “Once a baby skipjack tuna
namely aspects (outcome) results, (procedure) procedural, was itchy, I sold it to the women who make smoked fish, then
(treatment) treatment Griffin and Michael (2001). In Griffin the fish was returned to me because it was itchy. Yes, I
and Michael's book entitled "Customer WinBack-How to complained anyway, I brought the itchy fish to the company,
Recapture Lost Customers And Keep Them Loyal” so that it wouldn't be mistaken for a lie, I made it from the
explained that when a company does not go through these consumer, I gave it to the company. At that time I asked for
three stages, consumers will disappear and have the potential the fish to be replaced according to the amount I brought."
to spread negative news about the company to their This buyer has stated that the goods that had been complained
surroundings. Of course this will be a bad image for the about were replaced by PT Maluku Prima Makmur. In this
company in the eyes of consumers and potential customers. case, PT Maluku Prima Makmur can do a replacement
because itchy fish can no longer be consumed by humans.
Complaints have a tendency to increase product This is an interesting thing because the buyer explained that
satisfaction and evaluation as long as satisfaction is indeed all problem goods would be replaced immediately by PT
influenced by complaint intensity (Nyer, 2000). But this is Maluku Prima Makmur. "The company replaces it with the
only a case, meaning that this can happen only if the same item, if there isn't one, usually skipjack is replaced by
company or management can handle consumer complaints baby tuna, the main thing is the company replaces it with the
properly and correctly. How complaints can be handled will appropriate item.
affect consumer loyalty which gets the relationship between
image and complaints on brand trust and customer loyalty. The results of the interviews also explained that PT
Maluku Prima Makmur did not always replace the
In the information provided by informants, complaints problematic goods with the same goods as purchased. There
by consumers are accepted and treated as a medium to is also momentum for PT Maluku Prima Makmur to replace
enhance customer satisfaction. Later negative effects that the damaged goods with other goods that have the same value
will occur if the complaint is not responded to will make the as described by the buyer.
customer leave the company as explained by Griffin and
Michael's theory.

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Volume 8, Issue 6, June 2023 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
According to (Tjiptono, 2017) in essence, there is the "So from there we know that MPM has implemented a
main purpose of the customer submitting a complaint. To traceability system, so from raw materials to consumers, the
cover economic losses, which are usually manifested by products we process can be traced by coding, now that is the
spreading negative news aimed at parties who indirectly also main function of the system when there are complaints or
participate in experiences that are not satisfying. That way, complaints from consumers, we can You know where the fish
consumers can claim compensation legally or through the comes from, where the supplier comes from, what date the
mass media or directly go to consumer institutions. fish is, what production date, what month, when will it reach
the consumer, when will it be exported, we can trace it”.
In terms of aspects (outcomes), PT Maluku Prima
Makmur has provided compensation or compensation that is Based on information from informant 3, PT Maluku
commensurate with the complaints received which aims to Prima Makmur already has a system to track products that are
maintain consumer satisfaction. This is also supported by a problem. The system is clear and written and tested for its
data from PT Maluku Prima Makmur and informants who effectiveness in the audit institution. This system has been
provide clarity regarding the compensation. established and has become a procedural reference for how
problem solving is made at PT Maluku Prima Makmur by
C. Aspect (Procedure) consumer complaints. This system has been implicated in PT
The procedural (procedure) aspect is an aspect that refers Maluku Prima Makamur, and has also been simulated with
to complaints handling actions that are clearly carried out by each buyer. So, if there is a complaint the next day, then the
the company, in which each stage can be followed by buyer already knows the system will be implemented by PT
customers and can easily convey or voice complaints (Griffin Maluku Prima Makmur. "We have a standard for solving
and Michael, 2001). Tax and Brown's study, (1998) found problems in less than 1 day. So before 1 day we have to send
that the process required by consumers in handling consumer feedback or an explanation to consumers why complaints like
complaints is procedural which is fast and does not change that arise. We also have a mock recall every year which is a
representatives when handling complaints. system to simulate a customer complaint whether it will later
become a shipback or we will simulate a bad possibility, now
In the procedural aspect carried out by PT Maluku that's once a year” PT Maluku Prima Sukses is also able to
Prima Makmur it has been neatly arranged and fulfills all handle complaints less than 24 hours after the complaint
technical matters. From the procedural aspect, it was given to them. This has also been agreed by all levels and top
explained by an informant from PT Maluku Prima Makmur management. This is also written in the document owned by
that every complaint was managed properly, and the records PT Maluku Prima Makmur when the author validates the
were properly recorded and non-conformances were traced to document. "if the consumer is still dissatisfied, an audit will
the goods. Not only there, PT Maluku Prima Makmur also usually be carried out, usually there are 2 types, the first audit
conducts various simulations when the worst complaints can be carried out by the buyer, and they will come to our
occur and conducts audits of international standards that are company to check whether the complaint has been repaired or
recognized throughout the world. So with this guarantee, PT not, whether there is the best solution to the findings That."
Maluku Prima Makmur is able to convince consumers that
complaints that will occur later will be resolved with the In the PT Maluku Prima Makmur reference there is also
existing systems and procedures that have been recognized a reference that if the customer is not satisfied with the
by international food certification bodies. The export services provided or solutions from PT Maluku Prima
informant also explained that the handling of complaints was Makmur. So, an audit is offered from the buyer, you can go
also relatively fast for what was done by PT Maluku Prima directly to the company located in Ambon, or give the
Makmur. Not less than 1 day has been able to respond and responsibility for the audit to a third party at a professional
provide solutions related to existing problems consumer. auditing institution. Every year PT Maluku Prima Makmur
According to informants from PT Maluku Prima Makmur, all conducts audits from third parties with the aim of reassuring
systems are interconnected and neatly arranged, therefore, all their buyers that PT Maluku Prima Makmur has meet
PT Maluku Prima Makmur is able to guarantee the level of global standards from all aspects. Thus making buyers feel
effectiveness and efficiency of the procedures they have more safe and secure.
implemented.
PT Maluku Prima Makmur also opens time for
"Well, when MPM was still M3, they never got consumers if they want to make complaints. 24 hours
complaints, then they got critical complaints related to Nonstop management is ready to accept complaints and will
salmonella, but before that they didn't have a systemized provide solutions in less than 24 hours. This guarantee also
complaint handling system and didn't have global standards, makes it easier for consumers if they want to complain to PT
so at that time they immediately went out of business, bro. Maluku Prima Makmur. Media that can be used to complain
Even though KML often gets complaints, but because we can also be via email or telephone listed on the product
have a system, we know how to find the problem solving packaging. it also makes it easier for consumers to interact
safely. credibility in dealing with consumer related issues. In directly without contacting a third party first if they want to
this explanation, it was also found that the procedure for make a complaint. This is to avoid negative views on other
handling complaints has an important role and must be parties who may not necessarily feel the same experience.
owned by the company if it wants to continue to grow.

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Volume 8, Issue 6, June 2023 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
D. Aspect (Treatment) must continue to be maintained by anyone.
The (Treatment) aspect of consumer treatment is fair
interpersonal behavior with customers and showing Domestic informants who asked for compensation also
politeness, concern, and honesty and providing explanations explained that the services provided by PT Maluku Prima
for these failures and trying really hard to solve the problem Makmur were good and satisfactory. Despite experiencing
(Griffin and Michael, 2001). Research by Tax and Brown, losses due to providing compensation for defective products,
(1998) shows that verbal communication is often more according to management, customers must be satisfied with
suitable for conveying empathy to angry customers than the products and services provided. This is in accordance with
written communication. what is in the work guidelines of PT Maluku Prima Makmur.

Consumers don't want to waste time and companies V. DISCUSSION

also don't want to waste time protracted to solve problems,
therefore, the sooner a solution is found, the more likely the The conclusion obtained from the NVivo application
company is to save customers and get very valuable which processes data based on the results of interviews with
customers. "Obviously the problem is said to be solved when informants is that in handling complaints at PT Maluku Prima
the buyer agrees to the solution we provided, Mr. Joko, and Makmur there are 4 instruments where complaints are
of course he will definitely do repeat buying. If the buyer received, complaints submitted by consumers, SOP for
doesn't buy again, it means we have failed to solve the handling complaints and resolution complaint. Then the
buyer's problem." From the explanation of informant 1, it application of Griffin and Michael's theory to the outcome
was said that the standard for resolving cases was when the aspect is alluded to when complaints are submitted by
buyer was willing to accept the solution provided and consumers and received by PT Maluku Prima Makmur which
continue to make repeat purchases in the future. In this case, means that compensation or compensation has been given
customers who have complained so far have remained loyal when consumers submit complaints. Then on the procedural
customers of PT Maluku Prima Makmur and routinely buy aspects related to Complaint Handling SOP and settlement of
PT Maluku Prima Makmur products. If the buyer submits a consumer complaints. This can be interpreted that in the
complaint and has been given a solution, but no longer aspect of the procedure implemented by PT Maluku Prima
makes a repeat purchase, then it can be said that the existing Makmur, it explains the SOP that is owned until the
solution and system has failed. complaint is resolved.

"There are several factors that make us still take goods Consumers also feel that the complaint problem is
at MPM, bro. First, there is the historical factor, bro, because resolved by going through several procedures implemented
we are also old customers from MPM. Second, complaints by PT Maluku Prima Makmur. In the treatment aspect, it is
are only a small part of the business system, bro, and that found in the complaint handling SOP implemented by PT
happens. only with a small possibility of mass, it doesn't Maluku Prima Makmur and the resolution of complaints
have to be within 1 month that there are complaints, because received by consumers. This means that the treatment carried
the fish provided by MPM is sashimi grade fish, of the many out by PT Maluku Prima Makmur is carried out based on
containers that we have purchased, only a small percentage existing and systemized SOPs and also the treatment carried
of the products are below standard, and the service is also out by PT Maluku Prima Makmur is given to consumers
friendly ". when consumer problems have been resolved.

Informant 4 explained several factors that made buyers VI. CONCLUSION

still buy PT Maluku Prima Makmur products even though This research is on handling customer complaints
they had made complaints. The first is the trust factor, this implemented by PT Maluku Prima Makmur based on the
buyer has been doing business with PT Maluku Prima Customer Winback theory by Griffin and Michael. From
Makmur for a long time, so that trust is also included in the triangulation of informant sources and assisted with
treatment aspect of Griffin and Michael's theory. Second, the applications the NVivo 12 data processor obtained the
informants thought that the complaints were not given every following conclusions:
month, because the buyers also knew that the quality of the
 PT Maluku Prima Makmur provides a real commitment to
products sold by PT Maluku Prima Makmur were the best
make improvements to customers who experience problems
quality fish products. Then the last one is the service factor,
with the products received.
the informant stated that the services provided by PT Maluku
 PT Maluku Prima Makmur provides compensation in the
Prima Makmur make it comfortable and sometimes can
form of compensation in the form of a refund or goods
provide concessions in payment terms, so that informants
equivalent to the product that was damaged.
feel comfortable. In the treatment aspect, information is
given that products that have problems must be resolved and  PT Maluku Prima Makmur provides vouchers or bonuses
accepted by management with a cool head and still pay for the next purchase because it has helped PT Maluku
attention to customers. The export informants also responded Prima Makmur find product errors that have been made.
that the services provided when they made complaints  PT Maluku Prima Makmur continues to apply the existing
remained calm and received complaints properly, when consumer complaint handling system because the existing
answering and providing solutions they were able to provide system meets international standards for companies
peace to the informants. This has also been regulated by engaged in the food sector.
systems and procedures that provide services to consumers

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Volume 8, Issue 6, June 2023 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
 Complaints are often not detailed and general in nature. customer satisfaction and customers felt valued so they did
Like a bad product, disappointed with quality, or not hesitate to be more loyal to producers.
problematic goods. In order for PT Maluku Prima Makmur
to understand the actual problem, management needs to REFERENCES
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