How Family Business Can be Sustainable in Digital Era

In Indonesia, noodles are a favorite food easily found everywhere. Both traditional and modern businesses use noodles as the main ingredients for their food. This study aims to show the evidence from a legendary noodle business of Bakmi Gajah Mada which shows that the management performance of Bakmi Gajah Mada company can survive since 1959 despite the threat of food competition and it has survived many challenges. Tangibility, Reliability, Assurance, Responsiveness, and Empathy are the servqual dimensions impacting customer satisfaction. However, there is still limited research looking at how Bakmi Gajah Mada has to prioritize on its service quality dimensions from the customer's point of view compared to Bakmi Gajah Mada’s point of view. We will use a quantitative research approach with a nonprobability purposive sampling technique with the criteria of samplings are loyal customer who lives in the greater area of Jakarta. The findings will show what steps should be taken by the management of Bakmi GM to survive the competition and show the managerial implications of how to improve customer satisfaction.