UPAYA PENINGKATAN KUALITAS PELAYANAN DENGAN MENGGUNAKAN METODE QUALITY FUNCTION DEPLOYMENT PADA AYAM GORENG NELONGSO MALANG

This study aims to improve service quality at Ayam Goreng Nelongso Malang by applying the Quality Function Deployment (QFD) method integrated with the Ser-vice Quality (SERVQUAL) model. The SERVQUAL approach was used to identify customer needs and expectations based on five service quality dimensions: tangi-bles, reliability, responsiveness, assurance, and empathy. Data were collected through questionnaires distributed to customers and analyzed using a planning ma-trix that includes customer importance level, satisfaction level, improvement ratio, sales point, raw weight, and normalized raw weight. Customer requirements were then translated into technical responses through the construction of the House of Quality (HoQ). The results indicate that the highest-priority service attributes are related to service speed, employee readiness to assist customers, friendly and car-ing behavior, and the ability to understand customer needs. Based on the HoQ analysis, the top-priority technical response is employee training and competency development, followed by strengthening standard operating procedures (SOPs), implementing service performance monitoring and evaluation systems, optimizing service-related operational processes, and improving cleanliness standards and supporting facilities. This study is expected to provide practical insights for the management of Ayam Goreng Nelongso in developing a structured and customer-oriented service quality improvement strategy.