Optical retail is unique because they sell product and service at once. The creation of excellent service will lead to a satisfied customer. Hence many retailers are unconscious about the importance of service quality that turns the industry to struggle in finding the right customer wants and need on a service activity that can be performed to gain customer satisfaction. Thus, it raises questions on the effect of service quality variables on the overall satisfaction of optical retail costumes in Indonesia. The three variables on SERVQUAL measurement were used to find the gap between clients’ expectations and perception towards service quality. Using mixed methods, a total of 179 questionnaire respondents are used to find the gap analysis. Then, ten telephone interviews were conducted to investigate the importance of service quality and customer satisfaction in Optical retail. The result confirmed that the responsiveness dimension has positive relation while assurance and reliability dimensions have negative relations with customer satisfaction. No matter the result of the gap, the customer describes they feel satisfied with the service. Solely identifying the importance of each service is not enough to uncover customer satisfaction; knowing the roles of product quality is also important in this industry. The findings provide specific data that contribute to monitor and maintain quality service.

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Hartono, S. S. (2019). The effect of expected and perceived service quality on customer satisfaction: Optical retail in Indonesia. International Journal of Business and Administrative Studies, 5(4), 186-198. doi: https://dx.doi.org/10.20469/ijbas.5.10002-4