Service Quality and Customer Satisfaction in Halal Certification: The Case of LPPOM MUI East Java Region

This study examines the quality-of-service management at LPPOM MUI East Java in the context of halal certification using the SERVQUAL method. The research aims to identify gaps between customer expectations and the actual services received across five dimensions: Tangibles, Reliability, Responsiveness, Assurance, and Empathy. Data were collected through surveys, Focus Group Discussions (FGD), and observations involving 185 respondents. The findings reveal negative gaps in all dimensions, with the largest gaps in Tangibles and Reliability, indicating customers’ demand for better facilities and more efficient certification processes. While staff responsiveness, competence, and empathy are generally perceived positively, improvements are needed in response speed, communication clarity, and personalized service. Addressing these gaps can enhance customer satisfaction, trust, and loyalty, strengthening LPPOM MUI East Java’s reputation as a professional and reliable halal certification institution. Keywords: LPPOM MUI, Halal Certification, SERVQUAL, Customer Satisfaction