<![CDATA[Competition in the vehicle-washing service industry requires businesses to continuously improve service quality to meet customer expectations. Clauza Carwash faces several customer concerns related to its marketing-mix attributes, which may affect customer retention and business competitiveness. This study aims to analyze the importance and performance of marketing-mix attributes and determine improvement priorities using the Importance-Performance Analysis (IPA) and Potential Gain in Customer Value (PGCV) methods. A quantitative approach was employed involving 100 respondents who completed a questionnaire covering 32 attributes based on the 7P marketing mix. Customer perceptions of service performance were assessed by comparing the importance and actual performance of each attribute. The IPA results identified 11 attributes as the main improvement priorities, particularly those related to product quality, price competitiveness, location visibility, employee performance, and service processes. The PGCV analysis further indicated that employee skills represented the highest improvement priority, with a PGCV value of 7.30, followed by price competitiveness, location visibility, material quality, and vehicle-shine performance. These findings indicate that the integration of IPA and PGCV can provide an objective basis for prioritizing service improvements according to customer perceptions. The results can support Clauza Carwash in developing targeted strategies to improve service quality, customer satisfaction, and competitive performance]]>
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