<![CDATA[Purpose: This research aims to measure customer service satisfaction at Madura roadside stall on Klaten Indonesia and Kuala Lumpur Malaysia by testing the gap between service quality expectations and customer perceptions of the quality of service Research Methodology: The model test includes quantitative testing of a sample of 100 Madura roadside stall customers in Klaten, Indonesia, and Kuala Lumpur, Malaysia. The sampling technique was carried out using purposive sampling during the 2 months of activities. Quantitative tests carried out in the research include testing the validity and reliability of the questionnaire and quantitative tests confirming the SERVQUAL model. Results: The research show that all dimensions in the Servqual test including physical evidence, responsiveness, reliability, assurance and empathy all still have a negative gap value with an average value of - 57.27 points Conclusions: This study’s results on the five dimensions have not satisfied customers. The physical evidence of the quantitative test had the largest gap value of – 75.50 points. Limitations: This research has limitations as the object of observation is only two Madura roadside stalls at Klaten and Kuala Lumpur through customer perceptions and satisfaction, so the model cannot be generalized more widely. Contributions: This study provides context-specific evidence of SERVQUAL gaps in micro-retail settings and identifies priority areas for service improvement. The Madura roadside stall in Klaten and Kuala Lumpur must prioritize improvements to improve service quality in the largest negative value dimension, followed by improvements in the next negative order to increase consumer satisfaction.]]>
