Abstract. Service providers in this highly competitive market are demanded to find ways to attract new customers, retain existing customers, and pursue customers' loyalty. The quality of the service which has to deliver to the customers has been considered as a critical factor for the success of the service providers by a reason of its close connection to customer satisfaction. This paper aimed to assess the service quality of the service firms and identify what dimensions they have to prioritize to attain the customer satisfaction. SERVPERF model was employed to achieve the first objective while importance-performance analysis was utilized for the second objective. A case study was conducted in Ahmad Yani International Airport, Indonesia, to demonstrate the applicability of the method.

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