Institutional Repository UIN Sunan Kalijaga YogyakartaANALISIS KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN MENGGUNAKAN METODE SERVICE QUALITY (SERVQUAL) DAN IMPORTANCE PERFORMANCE ANALYSIS (IPA) STUDI KASUS GRAHA LAUNDRY PAPRINGANNIM.: 22106060012Zakiyatul ChaririyahauthorCompetition in the laundry service business requires business owners to improve service quality in order to meet customer expectations and satisfaction. Graha Laundry Papringan has experienced a decline in the number of customers, making it necessary to evaluate the quality of services provided. This study aims to analyze service quality, identify service attributes that should be prioritized for improvement, and formulate service improvement recommendations for Graha Laundry Papringan. The methods used in this study were Service Quality (Servqual), Importance Performance Analysis (IPA), and Root Cause Analysis (RCA), with data collected through questionnaires distributed to 93 respondents. The results of the Servqual analysis showed that all service quality dimensions had negative gap values, indicating that the services provided had not fully met customer expectations. The responsiveness dimension had the largest gap value of -0.801, while the tangible dimension had the smallest gap value of -0.366. At the attribute level, the largest gap was found in attribute RV4 (ease of payment) with a value of -1.333. The IPA analysis showed that the main priority attributes for improvement in Quadrant I were RV4 (ease of payment), RV1 (employees are responsive to complaints), RV2 (employees are easy to contact), and E3 (employees are polite and friendly). Furthermore, the RCA analysis revealed that the main root causes were the absence of standard operating procedures for handling customer complaints, an unstructured customer communication system, limited payment methods, and a lack of service training for employees. Based on the results of the study, the recommended improvements include establishing standard operating procedures for complaint handling, developing a customer communication system, adding digital payment methods such as QRIS, and conducting regular service training and evaluations. These improvement efforts are expected to enhance service quality and customer satisfaction at Graha Laundry Papringan.670 Teknik Industri2026-05-29UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS SAINS DAN TEKNOLOGIThesis

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