ANALISIS KUALITAS JASA MENGGUNAKAN METODE (SERVICE QUALITY) SERVQUAL DAN MODIFIED IMPORTANCE PERFORMANCE ANALYSIS (MIPA)

Customer3satisfaction0and loyalty9are the8most important7problems in6every business5in theiservice businessvsector. Manyifactors can{affect customer?satisfaction. This studyhcomparespthealevel ofdservice expectationskaccording to customersxwith the performance thatahas beenqgiven. The methodkused in thissresearch is ajqualitative descriptive;analysis methodawith datadcollection throughnobservation andaquestionnaires. ServQualnmethod islused to determineathe gaprbetween perceptionsiand customerhexpectations. The Servqualaresults found that therquality ofiservice providednwas not inaaccordance withicustomer expectations. To findrout whichiperformance needskto beKimproved, the ModifiedIImportance PerformanceiAnalysis (MIPA) method issused. MIPA iskused to identifyapriority improvementsnby using informationdabout the importanceaof attributes,rservice provider performancejand competitoruperformance. Based onlthe resultsaof the MIPAjmap, it wasufound that 9yattributes were includedain the KeepaUP theiGood Work categoryn(Quadrant I) and 3 attributesain the FalsebSecurity categorya(Quadrant II). In the RedgAlert categoryu(Quadrant III) thereaare 6 attributes,gwhile in thenVulnerability category (Quadrant IV) theregare 2 attributes