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KSP KusumaArtha Lestari (KAL) is one of the credit unions in Malang and is engaged in providing financial services to its members. Over the last four years, the amount of loans KAL could distribute decreased. The decline may be caused due to the services quality provided by KAL does not meet consumer expectations. The measurement of service quality with Fuzzy- Servqual questionnaire and gap analysis methods , it was found that there are ten KAL’s service quality attributes that do not meet consumer expectations and need to be improved. Using Importance Performance Analysis,attributes that will be improved are determined, they are accessible location, availability of media published products KAL offered, the queue at the customer service, clear information employee can give to consumers, and the consumer complaints feedback quickness. By the Quality Function Deployment analysis, the improvement recommendations made. The recommendation are to add special customer service, to provide a suggestion box, to make documentation on consumer complaints, to maximize shuttle service, to open new branch office and improve its effectiveness, to add amount of media information, to add amount of information on every media, and to provides an indicator of the service quickness. Keywords : Service Quality, Fuzzy-Servqual, QFD.

INTEGRATING FUZZY-SERVQUALINTO IMPORTANCE PERFORMANCE ANALYSIS AND QUALITY FUNCTION DEPLOYMENT FOR IMPROVE KSP KUSUMA ARTHA LESTARI SERVICE QUALITY