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The study aims to determine the effect of customer service responsiveness on complaint handling in the advertising industry in Semarang City with a case study on CV Beruang Mas Putra. This study is a quantitative study and uses a census method with 65 people as respondents. The data analysis techniques used are data quality testing, classical assumption testing, simple linear regression analysis and hypothesis testing with the SPSS Statistics 29 program. Based on the results of the study, it shows that customer service responsiveness in the dimensions of response speed, communication quality and complaint handling has a positive and significant effect on complaint handling at CV Beruang Mas Putra. These findings confirm the service recovery theory where the dimensions are able to change potential disappointment into effective service recovery.