Customer Satisfaction Analysis on Service Quality Using SERVQUAL and Importance Performance Analysis (IPA) at PT XYZ

Abstract

The logistics industry in Batam is growing rapidly in line with the increase in export-import activities and the need for shipping efficiency (Putri & Santosa, 2022). PT XYZ, as a freight forwarding company, faces challenges in maintaining customer satisfaction in the midst of fierce competition (BP Batam, 2025). This study analyzed the quality of service using the Service Quality and Importance Performance Analysis (IPA) methods (Parasuraman et al., 1988; Martilla & James, 1977), based on data from 25 active clients. The results showed that the tangibles (-0.60), assurance (-0.10), and reliability (-0.04) dimensions had the highest negative gaps, indicating the need for service improvement. On the other hand, empathy and responsiveness show a positive gap, exceeding customer expectations. Based on the mapping of the IPA, attributes in the three main dimensions are included in Quadrant I as a priority for improvement. Therefore, it is recommended to increase delivery accuracy, simplify the ordering process, and implement SOPs based on service KPIs (Nurwahyudi & Rimawan, 2021).