ANALISIS KUALITAS LAYANAN RESERVATION AGENT DI RAYZ HOTEL UMM

Service Quality is a crucial aspect in the hospitality industry as it influences customer satisfaction and company image. However, in practice, the quality of service does not always meet guest expectations, particularly in reservation services as the initial point of customer interaction with a hotel. This study aims to analyze the service quality of reservation agents at Rayz Hotel UMM using the (SERVQUAL) method and the Context, Input, Process, Product (CIPP) evaluation model. This research applies a qualitative approach. Data were collected through observation, interviews, and questionnaires. The results indicate that all SERVQUAL dimensions tangibles, reliability, responsiveness, assurance, and empathy. Show negative gap values, suggesting that the service has not fully met customer expectations. The highest gaps were found in the reliability and responsiveness dimensions. The CIPP evaluation shows that service implementation still requires improvement in staff competence, team coordination, and information delivery. This study is expected to contribute to the improvement of kualitas layanan in the hospitality sector.