Dinda Renata Cecilia, Rina Filia Sari, Rini Halila Nasution

SERVICE QUALITY ANALYSIS OF CAMPUS-BASED MOTORCYCLE TAXI (GOPUS): AN INTEGRATED SERVQUAL–IPA–PGCV APPROACH

Introduction

Service quality analysis of campus-based motorcycle taxi (gopus): an integrated servqual–ipa–pgcv approach. Evaluates campus motorcycle taxi (GOPUS) service quality at UINSU using SERVQUAL, IPA, PGCV. Prioritizes driver service, training, and user satisfaction.

Abstract

This study evaluates the service quality of GOPUS, an informal,WhatsApp-based campus ride-hailing service at UINSU, Indonesia. Using a quantitative approach, data were collected from 100 student respondents via Likert-scale questionnaires assessing expectations andperceptions across five SERVQUAL dimensions. After validity and reliability screening, 16 items remained for analysis. The SERVQUALgap analysis, Importance-Performance Analysis (IPA), and PotentialGain in Customer Value (PGCV) index were applied to identify improvement priorities. Results reveal a negative service gap across keyattributes, with five indicators falling into IPA Quadrant I (ConcentrateHere). PGCV prioritizes driver service satisfaction (P GCV = 5.95) andtraining (P GCV = 3.75) for immediate intervention. The findings provide actionable recommendations for enhancing operational standards,safety, and user satisfaction in informal campus transport systems.

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