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bibo:abstract "The growing public awareness of healthy lifestyles has led to an increasing demand for fitness center services, including Muslimah Gym & Fitness in Gorontalo. However, this growth is not always accompanied by improvements in service quality. This study aims to evaluate the service quality of Muslimah Gym & Fitness using the Service Quality (SERVQUAL) and Quality Function Deployment (QFD) methods, and to design service improvements based on the findings. SERVQUAL was applied to measure the gap between customer expectations and perceptions across five service dimensions: tangibles, reliability, responsiveness, assurance, and empathy. QFD was then utilized to translate customer needs into technical responses through the House of Quality (HoQ). The analysis revealed that all service dimensions had negative gap values, with the tangibles dimension showing the largest gap (-0.120). The attribute with the highest gap was related to the comfort and ventilation of the gym space (-0.265). Through the integration of SERVQUAL and QFD, 24 technical response actions were formulated, with the top priorities being the development of SOPs for responsive service, complaint handling, and professional staff behavior. This study provides a strategic direction for customer-centered service improvement and can serve as a reference for other fitness centers targeting niche markets."^^xsd:string;
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