<![CDATA[This study analyzes service quality improvement strategies at Perumda Delta Tirta Sidoarjo (PDAM Sidoarjo), the sole piped water provider in Sidoarjo Regency. Despite serving approximately 78% of the regency, the utility faces persistent challenges of ageing pipe networks and high Non-Revenue Water (NRW). Using a qualitative single-case embedded design, data were collected from November 2024 to April 2025 through in-depth interviews with four internal staff and five customers from diverse sub-districts, field observations, and documentary analysis of the 2023 Annual Performance Report and service SOPs. Data were analyzed using Miles and Huberman's interactive model with source, method, and theoretical triangulation. Findings show a coherent four-pillar strategy: infrastructure rehabilitation, digital transformation, HR competency development, and governance strengthening. A qualitative assessment informed by SERVQUAL dimensions reveals a patterned outcome: assurance, empathy, and tangibles were perceived positively by the interviewed informants, while reliability and responsiveness remained constrained by infrastructure conditions and uneven field staff distribution. The most substantive gaps concern the technocratic nature of formulation without formal citizen participation, geographic inequity in service quality, and digital exclusion risks. This study contributes an integrated framework combining David's strategic management cycle, SERVQUAL, and New Public Service to assess efficiency, perceived quality, and equity simultaneously.]]>
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