<![CDATA[Intensifying competition in Indonesia’s modern retail sector, particularly in Bandung, requires retailers to maintain service quality to retain customers. Toserba YOGYA Ciumbuleuit has not fully met customer expectations, as indicated by complaints concerning limited parking, difficulty locating staff, long cashier queues, and inaccurate promotional information. This study aims to evaluate service quality using the Service Quality (SERVQUAL) method and identify the root causes of service gaps through a Fishbone Diagram. A descriptive quantitative approach with a cross-sectional design was applied. Primary data were collected from 125 customers through questionnaires using convenience sampling, supported by management interviews and direct observations. SERVQUAL measured gaps between customer perceptions and expectations across five dimensions: Tangibles, Reliability, Responsiveness, Assurance, and Empathy. The results showed negative gaps across all dimensions. Empathy recorded the largest gap (-0.716), followed by Responsiveness (-0.696) and Reliability (-0.452). Fishbone analysis identified several root causes, including weak parking supervision, uneven staff distribution, inconsistent procedures for opening additional cashier counters, incomplete product price tags, limited employee understanding of promotional information, and suboptimal Point of Purchase (POP) management. Based on these findings, eight improvement recommendations were developed and prioritized with store management, supported by a POP inspection checklist and an SOP for verifying value-tag completeness. These findings provide practical guidance for improving service quality and customer satisfaction.]]>
