<![CDATA[Complaint handling is one of the measures that can be taken to improve service quality. However, the implementation of complaint handling at PT Pegadaian UPC Cijerah still faces challenges, particularly in documenting complaints submitted directly by customers. This study aims to describe the implementation of customer complaint handling, identify the obstacles encountered, examine its relationship with service quality, and formulate recommendations for optimizing complaint handling at PT Pegadaian UPC Cijerah in Bandung City. This study uses a qualitative method with a case study approach. Data were collected through observation, interviews, and documentation involving three internal informants and ten customers selected through purposive sampling. The results indicate that complaint handling has been carried out fairly well through the stages of receiving, recording, processing, responding to and resolving, and evaluating complaints. However, several obstacles remain, including suboptimal recording of direct complaints, changes in customer contact information, and increased customer volume during certain periods. Prompt, responsive, and communicative complaint handling contributes to better service quality. The research output is a digital PEKA (Customer Complaint Recording) form based on Google Forms to support more systematic complaint documentation, monitoring, and evaluation. Thus, complaint handling at PT Pegadaian UPC Cijerah has been implemented fairly well but still needs optimization, particularly in complaint recording and documentation.]]>
