<![CDATA[During the pandemic, the freight forwarding services greatly increased and competition between these shipping companies. Service quality is the main success key of the service provider. Choir Express is a service company that specializes in shipping goods abroad. The purpose of this study is to measure the service quality of Choir Express. Measurements are carried out to find out customer opinions regarding the services provided compared to their expectations. This study uses the Service Quality (SERVQUAL) method. There are five dimensions used, namely tangibles (physical evidence), reliability, assurance/ guarantee, responsiveness, and empathy. The results of the study show that the average value of consumer expectations is 4.51 and the average value of reality is 4.19. So there is a service quality gap of -0.31. From these gaps, 4 quadrants were made based on the priority of improvement using the IPA (Importance Performance Analysis) diagram. The results of the analysis provide recommendations that companies need to make improvements to the attributes that are in quadrant 1, namely attribute 4 (gap -1.08) by providing instructions to the parking lot, and attribute 12 (gap -0.89) by including a contact special person to answer consumer questions.]]>
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