Analysis of the Effect of Service Quality Using the SERV-QUAL Method on Customer Satisfaction at Jendela Wisata Travel

This study analyzes the influence of service quality on customer satisfaction at Jendela Wisata Travel in Malang City using the SERVQUAL method. The research evaluates five quality dimensions: tangibles, reliability, responsiveness, assurance, and empathy. A quantitative approach was employed, collecting data via a questionnaire distributed to 87 respondents. Data was analyzed using multiple linear regression and SERVQUAL gap analysis. Results indicate that reliability, responsiveness, and empathy have a significant positive effect on customer satisfaction, with responsiveness being the most dominant factor. Conversely, the tangibles and assurance dimensions showed a significant but negative influence. The gap analysis revealed service performance in four dimensions has not met customer expectations, with responsiveness having the largest negative gap (-0.218). The tangible dimension was the only one with a positive gap (+0.017). Simultaneously, all five dimensions significantly affect customer satisfaction, explaining 27.5% of the variance in customer satisfaction. This research offers managerial insights for Jendela Wisata to improve service quality, particularly in responsiveness.