EVALUATING SERVICE PERFORMANCE AND PRICING PRACTICES IN BANJARMASIN CAR WASH SERVICES

This study examines how perceived service quality and price fairness contribute to customer satisfaction in Banjarmasin car wash services and identifies attributes with potential for managerial improvement. Using a focused reanalysis of cross-sectional survey responses from 200 customers selected through purposive sampling, the study applies partial least squares structural equation modeling (PLS-SEM) and Importance–Performance Map Analysis (IPMA) in SmartPLS 4, with Customer Satisfaction as the target construct. Both Service Quality and Price Fairness showed positive, statistically significant relationships with satisfaction (p < .001), and the model explained 59.3% of its variance. At the construct level, Service Quality demonstrated greater importance (0.642) and performance (75.03) than Price Fairness (importance 0.406; performance 68.40). Indicator-level analysis identified Empathy (SQ5) as the most important attribute, while Price Transparency (PF1) had the lowest perceived performance. These findings suggest that maintaining customer-oriented service standards and reviewing the clarity and perceived consistency of pricing are complementary managerial considerations. By integrating model-based importance with perceived performance, IPMA provides more targeted guidance than structural coefficients or customer ratings considered separately.