Abstract

Companies such as Cebuana Lhuillier, a leading micro-financial institution in the Philippines, face increasing pressure to deliver efficient and reliable service, especially in handling customer complaints. While Cebuana Lhuillier has established systems to address customer issues, there is limited research-based assessment on how effective these processes are from the customers’ perspective. This gap creates the need to examine whether the company’s current complaint management strategies align with customer expectations and industry’s best practices. The main objective of this study is to assess the customer service complaint process of Cebuana Lhuillier by identifying its strengths, weaknesses, and areas for improvement based on customer feedback. This study utilized a descriptive research design. The respondents consisted of customers who have experienced filing a complaint in Cebuana Lhuiller. Data were collected through structured survey questionnaires and selected interviews within the duration of the research period. The data gathered were tabulated, organized, and analyzed using descriptive statistical tools. Findings revealed that Cebuana Lhuiller's complaint process meets the basic expectations of customers. The branch personnel demonstrate adequate knowledge, professionalism, and efficiency in addressing customer inquiries and complaints, contributing to overall customer satisfaction. The results indicates that Cebuana Lhuillier’s has established a reliable system for handling concerns. Branch personnel positively influences customer experiences. Their ability to respond appropriately and resolve issues in a timely manner contributes to overall customer satisfaction. While the results reflect effective service delivery at a fundamental level, continuous improvement may further enhance the quality of customer service and strengthen long-term customer trust.