Sajidin, M.A., Andesta, D. and Nuruddin, M. 2025. Integrating SERVQUAL and Importance Performance Analysis to Prioritize Service Improvements in Modern Retail: A Case Study of XYZ Store. Indonesian Journal of Innovation Studies. 27, 1 (Dec. 2025), 10.21070/ijins.v27i1.1852. DOI:https://doi.org/10.21070/ijins.v27i1.1852.