Customer complaints are a common occurrence in the business world; however, if not handled properly, they may lead customers to switch to competitors. This study aims to explore the Marketing Public Relations strategy of CV. Multindo Jaya Mandiri in managing customer complaints to prevent them from turning to competitors.
The theoretical foundation used in this study is the Excellence Theory with the Two-Way Symmetrical Communication model. This theory emphasizes mutually beneficial two-way communication.
This research applies a qualitative approach with a post-positivist paradigm, using a case study method and descriptive design. Data were collected through observation, in-depth interviews, and documentation.
The results of the study show that the Marketing Public Relations strategy in handling complaints is carried out through two-way communication with quick responses, such as product repairs, and by providing communication channels for submitting complaints through WhatsApp and telephone. In addition, the Marketing Public Relations strategy applies the concept of the Three Ways Strategy to improve customer satisfaction and create loyalty. Through MPR activities, such as providing sponsorships and delivering greetings on special occasions to customers who file complaints, the company aims to build long-term mutually beneficial relationships and prevent customers from switching to competitors.
The conclusion of this study shows that an effective Marketing Public Relations strategy, through a two-way communication approach and Marketing Public Relations activities, is the key to handling customer complaints and enhancing customer satisfaction and loyalty towards the company.