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Quality of service is an important thing that should be improved by service providers. With the growth and tightness of business competition, it is very important that service providers improvement the quality of their services as the basis of business competition. The purpose of this study is to determine the level of service quality and attributes that affect the service quality. The method used in this research is mix method with approach concept of Service Quality (Servqual) and Root Cause Analysis (RCA). The variables used are tangible, responsible, reliable, empathy, and assurance. The result of this research is the level of customer satisfaction to the service given is 0.00 in Assurance variable to attribute clarifyinformation given by employee to consumer e.g.: promotion, product price with value equal to 0.00. This means that consumers' perceptions and expectations are the same. While the Assurance variable on attribute completeness of facilities and infrastructure take e.g. security parking with a value of -0.0802.

Implementation of SERVQUAL Method and Root Cause Analysis to Measure the Service Quality of Retail Company in PT. qXq