Strategi Handling Complaint sebagai Upaya Meningkatkan Loyalitas Nasabah pada Bank Syariah Indonesia KCP Jembrana

In the highly competitive banking industry, complaint handling strategies constitute a crucial instrument in shaping customer loyalty. This study aims to analyse the complaint handling strategies implemented by Bank Syariah Indonesia (BSI) KCP Jembrana and their role in enhancing customer loyalty. The research employs a descriptive qualitative approach, with data collected through observation, interviews, and documentation. The findings reveal that complaint handling at BSI KCP Jembrana is carried out in a systematic and structured manner through four key dimensions: goodwill, mechanisms, infrastructure, and attitude. The implementation of Standard Operating Procedures (SOPs), the utilisation of digital media, and the empathetic attitudes of staff have proven effective in fostering customer trust. These strategies have a positive impact on customer loyalty, as reflected in customers’ willingness to provide positive testimonials, recommend the bank’s services, and engage in repeat transactions. This study contributes to reinforcing the importance of effective complaint management as an integral part of sustainable service strategies in the Islamic banking industry.