PENINGKATAN KUALITAS PELAYANAN DENGAN METODE SERVQUAL DAN QFD ( Studi Kasus Wisata Bahari Lamongan )

This study aims to improve service quality at Lamongan Marine Tourism
(WBL) by identifying the gap between visitor expectations and perceptions using
the SERVQUAL method, as well as formulating improvement strategies through the
Quality Function Deployment (QFD) approach. The main problem faced by WBL
is the instability of visitor numbers due to suboptimal services, such as a lack of
facilities and low responsiveness of staff. This study uses a quantitative method by
distributing questionnaires to 100 respondents who have completed their visit. The
data was analyzed by calculating the SERVQUAL gap value to determine the
service dimensions that needed improvement, then the results were processed in a
House of Quality (HOQ) matrix to produce technical responses. The results showed
that all service dimensions had negative gap values, with the largest gap in the
responsiveness and tangibles dimensions, indicating the need to improve service
speed and physical facilities. Proposed improvements include the development of
fast and personalized service SOPs, increased staff training, and the development
of supporting facilities for visitors.