<![CDATA[This study aims to examine the influence of employee competency development strategy and work motivation on service quality at PT. Discount Notebook Cabang Online Surabaya. The research is motivated by the demands of the digitalization era and Industry 4.0, which require companies to have competent and motivated human resources. A quantitative approach was employed using survey method with census sampling technique involving all 30 employees as respondents. The analysis reveals that simultaneously, both variables have a positive and significant effect on service quality. Partially, work motivation proves to have a significant effect, while competency development strategy shows a positive but statistically insignificant effect. These findings indicate that the existing training programs have not been optimal and require improvement. Practically, the company is advised to evaluate the curriculum and delivery methods of training, as well as maintain work motivation through performance-based incentives, a positive work environment, and clear career paths, to ensure the best service for customers.]]>
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