Service Quality Assessment and Improvement Prioritization at the PT. Swabina Gatra Savings and Loan Cooperative Using SERVQUAL and IPA

This study aims to evaluate service quality and determine improvement priorities at the Savings and Loan Cooperative of PT Swabina Gatra by integrating Service Quality (SERVQUAL) and Importance Performance Analysis (IPA). Unlike previous studies that primarily confirm the existence of service gaps, the novelty of this research lies in its methodological contribution: creating a two-dimensional prioritization framework that combines gap magnitudes with IPA quadrant placements to classify attributes into immediate action, maintenance, or resource reallocation. A descriptive quantitative approach was employed, collecting data from 100 members (exceeding the minimum Slovin sample size of 86) through accidental sampling. The SERVQUAL analysis reveals an overall service quality score of 92.70% with an average gap of -0.30. The responsiveness dimension records the lowest quality (88.37%), while empathy shows the highest (98.32%). The IPA analysis identifies six attributes in Quadrant I (Top Priority), including TA1, TA2, TA3, RE2, RS1, and RS2. Among these, RS2 (staff promptness in responding to member inquiries and complaints) emerges as the most critical finding, exhibiting the largest SERVQUAL gap (-0.600). Practically, this finding directs management to implement specific corrective actions, such as a digital complaint tracking system and a 24-hour Service Level Agreement (SLA) for RS2, alongside targeted improvements for the other five attributes. It is important to note that this study is limited to a descriptive design; it identifies perceived service quality gaps and priorities but does not directly test whether these improvements will enhance member satisfaction or loyalty