Improving Customer Satisfaction Of Travel Agency Using Service Quality (SERVQUAL), Importance Performance Analysis (IPA), and Quality Function Deployment (QFD)

Abstract

This study aims to evaluate and enhance customer satisfaction at PT Nuartha Tours & Travel through an integrated approach utilizing the Service Quality (SERVQUAL), Importance Performance Analysis (IPA), and Quality Function Deployment (QFD) methods. The initial stage employed the SERVQUAL method to measure the gap between customer expectations and perceptions across five key service dimensions: tangibility, reliability, responsiveness, assurance, and empathy. The research population comprised approximately 2,000 customer data entries from the past two years, with 96 respondents selected as samples using the purposive sampling technique. The results of the SERVQUAL analysis indicated that all dimensions exhibited negative gaps, suggesting that the services provided have not yet fully met customer expectations. The IPA method was then applied to map each attribute into four priority quadrants based on their levels of importance and actual performance. Attributes located in Quadrant I (main priority) were used as inputs in the QFD process, where the House of Quality (HoQ) translated customer needs into technical responses for concrete service improvement strategies. Validity and reliability tests were conducted using SPSS, while the SERVQUAL analysis, IPA mapping, and House of Quality construction were performed using Microsoft Excel. The findings demonstrate that the integration of SERVQUAL, IPA, and QFD provides a systematic framework for formulating customer-oriented service improvement strategies. It is recommended that the company continuously monitor changes in customer preferences and update service standards to ensure that quality improvements remain relevant to market needs.