168 Gap Analysis of Service Quality of BNI Banking Café at Manado Town Square Stefani I. Angmalisang Universitas Negeri Manado ABSTRACT This study analyzes the service quality of BNI café banking at Manado Town Square. This research is using gap analysis method between consumer expectation and perception towards the service quality of BNI café banking at Manado Town Square. The café banking is the first digital banking service in Indonesia that combines the concept of banking services with café outlet. This research is a descriptive study that uses a quantitative approach. This research uses accidental sampling techniques where 100 respondents are given questionnaires. It contains 22 question items that represent five dimensions of service quality (tangible, reliable, responsiveness, assurance, and empathy). The results obtained are the score of a positive gap of 0.3 for the total of five dimensions. It means that, overall, the service quality of BNI café banking is felt by customers to exceed their expectations. Especially in the dimensions of tangible, reliable and assurance quality, these dimensions get positive gap score. The dimensions of responsiveness and empathy still do not meet the overall expectations of consumer because they get negative score. The result of this study can be an input for the management of BNI café banking at Manado Town Square, so that the quality of existing service can be improved. Keywords: Gap analysis, service, service quality, banking, café banking INTRODUCTION Research Background In the current era of digital information and technology development, service quality is one of the issues that needs serious attention by the service providers. According to ISO-8402, "quality is facilities and characteristics totality of products or services that meet the needs, in expressed or implied forms" (Loh, 2002). According to Tjiptono, quality is “a dynamic condition that affects products, services, people, processes and environments that meet or exceed expectations” (Tjiptono, 2001).In other words, quality is an assessment of how customers feel about the service they received, whether in the form of products or services in the context of meeting needs. Therefore, the definition of service quality can be interpreted as an effort to meet the needs and desires of consumers and the accuracy of their delivery in balancing consumer expectations (Tjiptono, 2007). PT. BNI is the first BUMN Bank which become a public company. In accordance to its vision of becoming a superior financial institution in service and performance, providing excellent service becomes their mission in the first point. Of course, it aims to make consumers or customers feel safe, comfortable and satisfied. PT. BNI continues to be committed to improve services by following current technological developments. The services are in the form of mobile internet applications, BNI ATM drive thru, BNI ATM Gallery and the last is digital service. PT. BNI opens their first Cafe Banking outlet in one of the famous malls in Manado City, Manado Town Square. According to the Managing Director of PT. BNI, AchmadBaiquni, currently all levels of BNI are motivated to implement digital services. Nationally, BNI's corporate plan is divided into six strategies that are given the slogan, BEYOND. The first is Business Community Financial Institution Choice, a strategy to become the main bank of choice for the public. Secondly, Ecosystem Orchestrator. Thirdly, Your Preferred Personal Financial Partner which is expected to be able to provide excellent services and solutions to customers. Fourthly, OrganizatingReady for the Future is about how to create organizational capabilities for business achievement in the future. Fifthly, the National agent of development that wants to make BNI the agent of change in Indonesia. Then, the Digital driven Institution, a company that is able to optimize data and the development of digital business (Tribun Manado, January 2019). With the aim of Go Digital, BNI continues to innovate by launching a Cafe Banking outlet in Manado