<![CDATA[Intense competition in the beauty clinic industry requires consistent service quality improvement because customer satisfaction determines loyalty and business sustainability. Service marketing literature confirms that perceived service quality can be measured through ServQual; however, studies integrating ServQual, Importance Performance Analysis (IPA), and Customer Satisfaction Index (CSI) in beauty clinic settings remain limited. This gap motivates the present study to analyze priority service attributes at Larissa Aesthetic Center Darmo. The objectives are to evaluate service quality, identify improvement priorities, and measure customer satisfaction levels. The study employed a quantitative approach with correlational, comparative, and associative designs involving 85 respondents selected through purposive sampling. Data were collected using Likert-scale questionnaires that met validity and reliability standards. The findings reveal a service conformity level of 93.96%, although several ServQual dimensions still showed negative gaps. IPA positioned facility comfort and staff professionalism in the main priority quadrant, while a CSI score of 85.09% indicated very high customer satisfaction. The main insight suggests that high overall satisfaction does not eliminate specific service weaknesses. This study contributes practical data-driven guidance for clinic management, while its originality lies in integrating three measurement tools within the beauty clinic context.]]>
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