<![CDATA[Educational institutions in Indonesia are increasingly expected to shift from compliance-based quality management toward impact-based quality governance that is genuinely oriented toward customer satisfaction. Guided by the SERVQUAL model developed by Zeithaml, Parasuraman, and Berry, this study aims to describe the strategic implementation of five service quality dimensions Tangibles, Reliability, Responsiveness, Assurance, and Empathy at SMAN 3 Malang, a public secondary school recognized for its diverse academic and non-academic excellence programs. A qualitative case study design was employed. Data were collected through in-depth interviews with the vice principal for public relations, the quality management unit, teachers, information-technology staff, and students, supported by field observation and documentation, and analyzed using the interactive model of Miles, Huberman, and Saldana. The findings show that each dimension has evolved beyond its conventional meaning: Tangibles through digital-based facilities, Reliability through standardized operating procedures reinforced by periodic evaluation, Responsiveness through proactive feedback mechanisms, Assurance through an integrated quality assurance system grounded in need-based competency development and instructional leadership, and Empathy through a student-centered, restorative approach. The five dimensions interact synergistically, transforming excellence service from mere administrative compliance into an institutionalized quality culture.]]>
