Identify the Quality of Studio Services Using the Servqual and Quality Function Deployment Methods

This study evaluates the service quality of Studio Toha using the SERVQUAL and Quality Function Deployment (QFD) methods. The research focuss on analyzing the gaps between customer expectations and actual service delivery across five key dimensions: reliability, responsiveness, assurance, empathy, and tangibles. Data was collected through a survey of studio users utilizing a questionnaire designed to measure the importance and satisfaction levels of service attributes. Validity testing showed that all attributes were valid (r > 0,361) and demonstrated high reliability (Cronbach’s Alpha 0,804). The findings reveal that attributes such as 24-hour security and a well-functioning air conditioning system had the highest positive SERVQUAL scores (0,30 and 0,21, respectively), indicating customer satisfaction in this area. However, attributes like lobby crew availability (0,03) and timeliness in studio preparation (0,07) require significant improvement. These results emphasize the importance of facility maintenance, employee training, and the provision of suggestion boxes as critical steps for service enhancement. This study suggests ongoing improvement strategies to better align services with customer expectations and increase overall satisfaction. The research offers practical insights for Studio Toha’s management to identify strengths and areas for improvement, thereby maintaining competitiveness in the studio rental industry.