Salah satu cara agar dapat menjadi unggul adalah dengan senantiasa meningkatkan kualitas layanan. H&M menyadari bahwa setiap golongan umur dan setiap negara memiliki gaya, ekspektasi, dan kesadaran fashion yang berbeda-beda, oleh karena itu H&M mengkombinasikan antara mode fashion, kualitas, dan harga untuk menarik minat pembelian target marketnya. Salah satu cara untuk meningkatkan kepuasan pelanggan adalah evaluasi secara berkala terhadap berbagai atribut pelayanan yang diberikan pada pelanggan. Penelitian dimulai dengan melakukan survey dan mendistribusikan kuesioner kepada responden, menggunakan metode purposive sampling. Jumlah responden dalam penelitian ini adalah 45 responden. Setelah melakukan penyebaran kuisoner, langkah selanjutnya adalah melakukan pengolahan data dengan metode Servqual. Pada pengolahan data dilakukan rekapitulasi nilai rata-rata harapan pelayanan dan rata-rata kenyataan pelayanan untuk setiap indikator pernyataan, dilanjutkan dengan rekapitulasi nilai gap 5 untuk lima dimensi servqual. Hasil dari penelitian adalah kesimpulan bahwa seluruh dimensi yaitu reliability, responsiveness, empathy, assurance dan tangibles memiliki nilai gap yang negatif.Kesimpulan lain terkait pengukuran dua belas indikator yang tersebar kedalam lima dimensi menunjukkan bahwa seluruh indikator juga memiliki nilai gap yang negatif. Indikator dengan nilai gap terbesar adalah “Kelengkapan Produk” dengan nilai gap -0.85. Nilai gap baik lima dimensi dan dua belas indikator menunjukkan bahwa pelayanan yang diberikan oleh H&M masih belum memenuhi keinginan dan ekspektasi pelanggan. Kata Kunci: kualitas layanan, kepuasan pelanggan, atribut pelayanan, ekspektasi pelanggan ABSTRACT One way to be superior is to always improve the quality of service. H&M realizes that every age group and every country has different styles, expectations and fashion awareness, therefore H&M combines fashion, quality, and price to attract the interest in purchasing its target market. One way to increase customer satisfaction is a periodic evaluation of various service attributes provided to customers. The study began by conducting a survey and distributing questionnaires to respondents, using a purposive sampling method. The number of respondents in this study were 45 respondents. After distributing the questionnaire, the next step is to perform data processing with the Servqual method. In processing data, a recapitulation of the average value of service expectations and average reality of service for each statement indicator, followed by a recapitulation of the value of the gap 5 for five dimensions servqual. The results of the study are the conclusion that all dimensions, namely reliability, responsiveness, empathy, assurance and tangibles have a negative gap value. Another conclusion related to the measurement of twelve indicators spread into five dimensions shows that all indicators also have a negative gap value. The indicator with the largest gap value is "Product Completeness" with a gap value of -0.85. A good five-dimensional gap value and twelve indicators indicate that the services provided by H&M still do not meet the wishes and expectations of customers.

service quality; customer satisfaction; service attributes; customer expectation.

Arief. (2007). Pemasaran Jasa dan Kualitas Pelayanan. Malang: Penerbit Banyumedia.

Banahene, S., Ahudey, E., & Asamoah, A. (2017). Analysis of servqual application to service quality measurement and its impact on loyalty in Ghanaian private universities. Journal of Management and Strategy, 8(4), 18-33.

Bateson. (1995). Servqual: review, critique, research agenda. European Journal of Marketing, 30(1), 8-32.

Bei, L. T. & Chiao, Y. C. (2006). The determinants of customer loyalty: An analysis of intangible factors in three service industries. International Journal of Commerce and Management, 16(3/4), 162-177.

Churchill, G. A. J. & Surprenant, C. (1982). An Investigation into the Determinants of Customer Satisfaction. Journal of Marketing Management, 14(11), 491-504.

Clemes, M. D., Gan, C. & Ren, M. (2011). Synthesizing the Effects of Service Quality, Value, and Customer Satisfaction on Behavioral Intentions in the Motel Industry: An Empirical Analysis. Journal of Hospitality & Tourism Research, 35(4), 530-568.

Deng, Z., Lu, Y., Wei, K. K., & Zhang, J. (2010). Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China. International Journal of Information Management, 30(4), 289-300.

Fournier, S. & Mick, D. G. (1999). Rediscovering Satisfaction. Journal of Marketing, 63(4), 523.

Gede, M.Y.B.I. & Sumaedi, S. (2013). An analysis of library customer loyalty. Library Management, 34(6/7), 397-414.

Jiang, H., & Zhang, Y. (2016). An investigation of service quality, customer satisfaction and loyalty in China’s airline market. Journal of air transport management, 57, 80-88.

Kaura, V., Prasad, C. S. D. & Sharma, S. (2015). Service quality, service convenience, price and fairness, customer loyalty, and the mediating role of customer satisfaction. International Journal of Bank Marketing, 33(4), 404-422.

Kotler, P. & Clarke, R. N. (1985). Marketing for health care organizations. NJ: Prentice-Hall.

Kotler, P., & Keller, K. L. (2016). Marketing Management. UK: Pearson Education Limited.

Kuo Y. F., Wu, C. M. & Deng, W. J. (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value added services. Computers in Human Behavior, 25(4), 887-896.

Lewis, R.C.,& Blooms, B. H. (1983).The marketing aspects of service quality" in Berry, L., Shostack, G., & Upah, G. (eds.).Emerging perspectives on services marketing. American Marketing Association Chicago.

Lewis., & Mitchell. (1990). Dimensions of service quality: a study in Istanbul. Managing Service Quality, 5(6), 39-43.

Lupiyoadi, R., & Hamdani, A.(2008). Manajemen Pemasaran Jasa.Jakarta: Salemba Empat.

Naik, C. N. K., Gantasala, S. B., & Prabhakar, G. V. (2010). Service quality (Servqual) and its effect on customer satisfaction in retailing. European Journal of Social Sciences, 16(2), 239-251.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(3), 41-50.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailling, 64, 12-40.

Prakash, G. (2011). Service quality in supply chain? empirical evidence from Indian automotive industry. Supply Chain Management: An International Journal, 16(5), 362-378.

Ramayah, T. & Rahbar, E. (2010). Greening the environment through recycling?: an empirical study.

Rosen, D. E., Surprenant, C. & Rosen, D. E. (1998). Evaluating relationships? are satisfaction and quality enough?. International Journal of Service Industry Management, 9(2), 103-125.

Rust, R. T. & Oliver, R. L. (1994). Service Quality: New Directions in Theory and Practice. London: Sage Publications.

Saura I. G., Francés, D. S., Contrí, G. B. & Blasco, M. F. (2008). Logistics service quality: A new way to loyalty. Industrial Management and Data Systems, 108(5), 650-668.

Sivadas, E., Baker-Prewitt, J. L. (2000). An examination of the relationship between service quality, customer satisfaction, and store loyalty. International Journal of Retail, 28(2), 73-82.

Sugiyono. (2012). Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta.

Tannady, H., Nurprihatin, F., & Hartono, H. (2018). Service Quality Analysis of Two of the Largest Retail Chains with Minimart Concept in Indonesia.Business: Theory and Practice, 19, 177-185.

Tannady, H., Andrea, B., Nurprihatin, F., & Lusiani, M. (2017). Analisis Kualitas Jasa pada Maskapai Penerbangan Rute Domestik Tarif Menengah Kebawah dengan Menggunakan Metode Servqual dan Metode Importance And Performance Analysis. Prosiding SNATIF, hal. 693-699.

Tannady, H., Erlyana, Y., & Nurprihatin, F. (2019). Effects of Work Environment and Self-Efficacy toward Motivation of Workers in Creative Sector in Province of Jakarta, Indonesia. Quality: Access to Success, 20(172), 165-168.

Tanuwijaya, C., & Tannady, H. (2019). Evaluasi Produk dan Pelayanan di Toko Buku Gramedia Emporium Pluit Mall Jakarta Utara Menggunakan Service Quality. Seminar Nasional Sains & Teknologi Informasi (SENSASI), hal. 25-28.

Tjiptono, F. (2002). Strategi Pemasaran. Yogyakarta: Penerbit Andi.

Tjiptono, F. (2005). Pemasaran Jasa. Malang: Penerbit Bayumedia.

Tjiptono, F. (2011). Pemasaran Jasa. Malang: Penerbit Banyumedia.

Vazquez. (2001). Expectations: a comparison standard in measuring service quality: an assessment of reassessment. Journal of Marketing, 57, 18-34.

Wilujeng, F. R., Rembulan, G. D., Andreas, D., & Tannady, H. (2019). Meningkatkan Kepuasan Pelanggan Pada Dua Bisnis E-Commerce Terbesar di Indonesia Dengan Menggunakan Analisis Servqual dan IPA. SEMNASTEK-Seminar Nasional Sains dan Teknologi 2019, hal. 1-9.

Wong, A. & Sohal, A. (2003). Service quality and customer loyalty perspectives on two levels of retail relationships. Journal of Services Marketing, 17(5), 495-513.

Yeo, G.T., Thai, V.V. & Roh, S.Y. (2015). An Analysis of Port Service Quality and Customer Satisfaction: The Case of Korean Container Ports. Asian Journal of Shipping and Logistics, 31(4), 437-447.

Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1985). Problem and Strategis in Service Marketing. Journal of Marketing, 49(2), 33-46.

Zeithaml, V. A., Berry L. L. & Pasuraman A. (1996). The Behavioral Consequences of Service Quality, 60(April), 31-46.

Zeithaml, V.,& Bitner, M. J. (2006). Services Marketing Forth Edition: Integrating Customer Focus Across Firm. New York: McGraw -Hill.