PT. XYZ is a company engaged in services as a freight forwarder. In an effort to serve the needs of consumers in the process of air exporting goods, PT. XYZ wants to improve the quality of its services, because in recent months there has been a decrease in the number of shipping instructions accompanied by the inclusion of several complaints from customers. For this reason, companies need to approach consumers to find out where quality improvements must be made. The approach with consumers can find out the behaviour and factors that influence consumers' perceptions and expectations related to service quality. Service Quality (SERVQUAL) method is a method used to measure service quality of each dimension attribute, through a questionnaire with a Likert scale that is used to measure service quality so that a gap value can be obtained between the expectation of consumer perceptions of each dimension service received. Then the GAP from the SERVQUAL method is processed using the Importance Performance Analysis (IPA) method to sort the priority of service quality improvement that will be done through the Cartesian diagram. Based on the order of priority, improvements are made using the 5W + 1H method.

Keywords : Service Quality, Importance Performance Analysis (IPA), 5W+1H (What, When, Where, Who, Why and How), Service Improvement.