CUSTOMER SATISFACTION ANALYSIS ON SERVICE QUALITY USING SERVQUAL, CUSTOMER SATISFACTION INDEX, AND IMPORTANCE PERFORMANCE ANALYSIS

Nur Afifah (Universitas Negeri Malang)
Anik Dwiastuti (Universitas Negeri Malang)
Rudi Nurdiansyah (Universitas Negeri Malang)
Rizky Asyari (Universitas Negeri Malang)
Ammar Hilmi Fauzaan (Universitas Negeri Malang)
Syechan Ali (Universitas Negeri Malang)

Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Vol. 6 No. 4 (2026): Multidiciplinary Output Research For Actual and International Issue

This study aims to analyze customer satisfaction toward service quality at PH Clothing in Malang City using SERVQUAL, Customer Satisfaction Index (CSI), and Importance Performance Analysis (IPA) approach. A quantitative descriptive method is employed by involving 75 respondents. Data are collected from a structured questionnaire based on five SERVQUAL dimensions and analyzed through gap analysis, CSI computation, and IPA mapping. The results indicate that all SERVQUAL dimensions exhibit negative gap values, with the largest gap found in the reliability dimension (−1.45), highlighting issues in product consistency and delivery punctuality. The overall service quality ratio (Q = 0.958) confirms that service performance has not yet met customer expectations. The CSI value of 72.62% places customer satisfaction in the “satisfied” category. IPA results identify four critical attributes requiring immediate improvement, i.e. clarity of production and delivery information, complaint handling, product quality, and service speed. These findings provide actionable insights into strategic service improvement to enhance customer satisfaction and competitiveness.