ANALYSIS OF COMMUNICATION STRATEGY OF PERUMDAM TIRTA RATU SAMBAN FOR HANDLING CUSTOMER COMPLAINTS

Abstract

This study aims to understand and describe the communication strategy of the Regional Public Water Company (PERUMDAM) Tirta Ratu Samban in handling customer complaints in North Bengkulu Regency. Using descriptive qualitative research methods, data was collected through in-depth interviews with PERUMDAM management and customers. The results indicate that PERUMDAM Tirta Ratu Samban has implemented several communication strategies, such as being proactive, conducting customer satisfaction surveys, strengthening internal and external communications, and increasing responsiveness. However, several customer complaints still received complaints regarding slow complaint handling, a lack of information transparency, and suboptimal overall service quality. Analysis using Image Restoration theory indicates that although PERUMDAM has attempted to implement image restoration measures, their effectiveness still needs to be improved to truly restore customer trust and satisfaction. This study recommends increasing the speed and efficiency of complaint handling, information transparency, and continuous evaluation of the implemented communication strategies.

Keywords: Communication Strategy, Customer Complaints, Image Restoration, PERUMDAM