<![CDATA[iBox, as one of the premium authorized reseller of Apple in Indonesia that wants to attain the positioning of “Your Local Apple Expert, is required to provide the best service since customer satisfaction is one of the key goals that must be achieved by any companies as it directly creates loyalty and maximizes customer retention. One of the iBox outlets in Malang is the one located in MOG Malang. However, the outlet has received less favorable review from its visitors, as shown in Google Maps. The objective of this research is to evaluate the service quality if iBox MOG Malang due to the gap between visitors’ expectation and perception. Here SERVQUAL method is used along with its five quality dimensions: tangibles, reliability, responsiveness, assurance, and empathy. Importance-Performance Analysis (IPA) is also used to recommend the priorities in the improvement of service quality attributes. The sample of this quantitative descriptive research was selected using non-probability sampling method and purposive sampling technique, and the data was harvested from questionnaires. This study finds that all sixteen service quality attributes have negative gap according to SERVQUAL and that six attributes are in Quadrant 1, i.e., prioritized for improvement, according to the Importance-Performance Analysis. Abstrak iBox sebagai salah satu authorized reseller premium Apple di Indonesia yang ingin mewujudkan positioning sebagai “Your Local Apple Expert” diharuskan mampu untuk memberikan pelayanan yang sebaik-baiknya, karena kepuasan pelanggan merupakan salah satu tujuan penting yang harus dicapai oleh tiap perusahaan yang mempunyai pengaruh langsung terhadap terciptanya loyalitas dan memaksimalkan customer retention. Salah satu outlet iBox yang terletak di Malang adalah iBox MOG Malang. Berdasarkan pengamatan dari review di fitur Review Google Maps, iBox MOG Malang masih mendapatkan hasil yang kurang baik atas pelayanan yang diberikan terhadap para pengunjung. Penelitian ini bertujuan untuk mengevaluasi kualitas pelayanan di iBox MOG Malang akibat ketidaksesuaian antara ekspektasi dan persepsi pengunjung. Metode yang digunakan adalah SERVQUAL untuk mengetahui gap kualitas pelayanan antara ekspektasi dan persepsi pengunjung, serta Importance Performance Analysis (IPA) untuk memberikan rekomendasi prioritas perbaikan atribut kualitas pelayanan. Hasil penelitian menunjukkan bahwa berdasarkan metode SERVQUAL, keseluruhan 16 atribut kualitas pelayanan memiliki nilai gap negatif, sementara dengan metode IPA terdapat 6 atribut masuk kedalam Kuadran I (Prioritas Perbaikan).]]>
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