<![CDATA[Background: English proficiency has become increasingly important in globalization. ITTR English Course, a prominent language school in Riau, experienced enrollment growth from 300 to 554 students (2020-2025), yet revenue targets were not achieved, indicating potential service quality issues affecting student retention. Objectives: This study investigates service quality gaps at ITTR English Course using SERVQUAL model dimensions to identify improvement priorities for enhancing student satisfaction and retention. Methods: Sequential explanatory mixed-methods design involving quantitative questionnaire surveys (n=200), qualitative NVivo analysis, Current Reality Tree root cause analysis, and Analytic Hierarchy Process prioritization. Focus group discussions with five internal divisions were conducted. Results: Reliability emerged as the most critical dimension for student satisfaction, with operational consistency as the primary concern (42 codings). System digitalization received the highest prioritization score (0.56) among improvement alternatives. Conclusions: Service quality improvements, particularly through system digitalization, process standardization, and accountability mechanisms, can enhance student satisfaction, retention, and institutional financial sustainability.]]>
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