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

Dinda Renata Cecilia; Rina Filia Sari; Rini Halila Nasution

doi:10.53806/jmscowa.v6i2.1423

Authors

Dinda Renata Cecilia Universitas Islam Negeri Sumatera Utara
Rina Filia Sari Universitas Sumatera Utara
Rini Halila Nasution Universitas Islam Negeri Sumatera Utara

DOI:

https://doi.org/10.53806/jmscowa.v6i2.1423

Keywords:

Campus Online Motorcycle Taxi; Gopus; Importance Performance Analysis (IPA); Potential Gain In Customer Value (PGCV); Service Quality; SERVQUAL.

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 and
perceptions across five SERVQUAL dimensions. After validity and reliability screening, 16 items remained for analysis. The SERVQUAL
gap analysis, Importance-Performance Analysis (IPA), and Potential
Gain in Customer Value (PGCV) index were applied to identify improvement priorities. Results reveal a negative service gap across key
attributes, with five indicators falling into IPA Quadrant I (Concentrate
Here). PGCV prioritizes driver service satisfaction (P GCV = 5.95) and
training (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.