This Action Research investigates customer complaint practices at MLM Packaging Sdn Bhd, revealing a lack of a dedicated unit to address customer concerns. Sales personnel tend to emphasize positive aspects while concealing issues, prompting the business owner to recognize the significance of customer satisfaction. The study aims to systematically mitigate customer complaints. Understanding the current and proposed complaint management processes is crucial for overall improvement within the company. The qualitative case study employs interviews, extracting secondary data from company sources and using literature reviews as guidelines. Online digital forms are introduced to streamline complaint filing. The study emphasizes the importance of handling customer complaints for organizational growth and sustainability, proposing the establishment of a systematic complaint handling process flow and targeted resolution timelines. A well-managed customer complaint system is seen as a catalyst for increased market share and enhanced productivity.
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