<![CDATA[A complaint-handling strategy is a set of actions designed to resolve issues that arise. In this study, the main problem is the suboptimal handling of customer complaints. The objectives of this study are to identify customer complaint-handling strategies, the efforts that support these strategies, and the challenges encountered in implementing them. This study employed a qualitative research design. The data collection techniques used were observation, documentation, and interviews. Data analysis techniques consisted of data reduction, data presentation, and drawing conclusions. Data validity was assessed in terms of credibility, transferability, generalizability, and confirmability. The coding stages were open coding, code grouping, and theme construction. Based on the research findings, it was concluded that strategies for handling customer complaints through empathy, speed, fairness, and ease of complaint submission can build trust and increase customer loyalty. Efforts undertaken include providing clear information regarding warranty claim procedures, maintaining active communication throughout the repair process, and evaluating service to improve service quality. The challenges faced relate to operational and communication factors. Handling customer complaints to enhance loyalty is not solely determined by problem resolution but also by the quality of interactions throughout the handling process.]]>
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