Face-to-Face Service Communication and WhatsApp Media for Customer Complaints at Perumda Tirta Albantani

ABSTRACT : Public service delivery in the clean water sector requires a communication system that is effective, transparent, responsive, and accountable, particularly in handling customer complaints. This study analyzes face-to-face service communication and WhatsApp-mediated communication in the management of customer complaints at Perumda Tirta Albantani, Serang Regency. The study employed an interpretive qualitative approach with a case study method. Data were collected through in-depth interviews with the president director, service unit officers, the WhatsApp administrator, customers, the Customer Communication Forum, and a member of the Regional House of Representatives of Serang Regency. These data were supported by field observations and documentation. The data were analyzed using the interactive model of Miles and Huberman, consisting of data reduction, data display, and conclusion drawing, while the validity of the findings was strengthened through triangulation. The findings indicate that face-to-face communication is more effective in building empathy, trust, and service legitimacy because it enables direct clarification, interpersonal engagement, and nonverbal interaction. Meanwhile, communication through WhatsApp offers greater advantages in terms of speed, flexibility, accessibility, and complaint documentation. However, both communication channels still encounter structural, technical, and psychological barriers, including weak internal coordination, inconsistent follow-up information, limited monitoring mechanisms, and the absence of an integrated complaint management system. This study concludes that the development of an integrated one-stop digital complaint service is a strategic necessity for improving responsiveness, transparency, and accountability in public service communication within the clean water sector.

KEYWORDS : Customer Complaint, Face-to-Face Communication, Public Service Communication, Perumda Tirta Albantani, WhatsApp