ANALISIS KUALITAS PELAYANAN DALAM MENINGKATKAN KEPUASAN PELANGGAN PADA CAFE THE SKY ROOFTOP RAYZ UMM HOTEL MALANG

This research analyzes the quality of service in improving customer satisfaction at The Sky Rooftop Cafe, Hotel Rayz UMM Malang, using the SERVQUAL method. The approach used is descriptive qualitative with data collection techniques through interviews with internal (employees) and external (customers) informants. Data analysis using data reduction, data presentation, and conclusion drawing. The results of the study based on the five dimensions of SERVQUAL (Tangibles, Reliability, Responsiveness, Assurance, Empathy) show that in general the quality of service is quite good, but still needs to be improved. Tangibles, Responsiveness and Assurance dimensions have the greatest influence, followed by Empathy and Reliability which still need to be improved. However, significant improvements in service speed in terms of trust and responsiveness are very important to achieve optimal and sustainable customer satisfaction.. In conclusion, despite some technical issues, the ambience, staff friendliness and positive dining experience contributed greatly to customer satisfaction.Suggestions include improving cleanliness and layout, improving service consistency, evaluating customer criticism, and strengthening staff competencies through intensive training.