The expanding growth of Indonesia’s automobile industry has encouraged the growth of the automobile salon business. With the growing number of automobile salon service provider, intensive competition is bound to happen. To overcome this intensive competition, service provider must put their customer satisfaction as their main priority. One of the key elements in providing high quality service for customer satisfaction, are measuring service quality for service improvement. Car Spa, an automobile salon service provider has measured their service quality with qualitative measurements method. The drawback of this qualitative measurement is the lack of objective measurement. Therefore, an analysis of objective measurement is needed to enhance Car Spa’s service quality and ultimately their customer satisfaction. This research will provide the analysis of the company’s current service quality and what is needed to improve their service quality. The data was collected by distributing questionnaires to the customers to determine the variables that are considered important. There are 12 variables that are considered important and measured using SERVQUAL methods to know the gap between the current service quality and customer’s expectation. A recommendation based on this measurement will be proposed, where the variables will be improved using House of Quality matrix. This research concluded that the service improvements priority is as follow : customer service performance, standardized worker quality, service promotion, service working hour, customer hotline service, work equipment availability, waiting room seating capacity, worker availability, working area capacity, Car Spa area, Car Spa location, and real-time information system for employee use.