<![CDATA[This qualitative study analyzes the service quality of Front Desk Agents in supporting guest satisfaction at a business hotel, taking BATIQA Hotel & Apartments Karawang, a three-star property under PT Surya Semesta Internusa Tbk, as the case. It also identifies the SERVQUAL dimensions that most significantly contribute to service quality and describes the management strategies applied to improve Front Desk Agent performance. A descriptive qualitative participatory approach was used, combining participatory observation, in-depth structured interviews with five purposively selected internal informants, perception inquiries with three in-house guests, literature review, and documentation. Data were analyzed using the interactive model of Miles and Huberman (1994) and validated through source and technique triangulation. Findings show that Front Desk Agent service generally follows the hotel's standard operating procedures and the corporate TRUE philosophy (Trustworthiness, Customer Focus, Strive for Excellence), yet a service performance gap emerges during weekday peak occupancy due to cross-departmental workload and limited staffing. All five SERVQUAL dimensions contribute to service quality, with Reliability and Assurance implemented most consistently, while Responsiveness and Empathy are most decisive for business and expatriate guests. Aggregate guest review scores across five online travel platforms remain consistently high, indicating that isolated negative reviews reflect situational rather than systemic service failure. The three interviewed guests corroborated the internal informants' accounts, particularly regarding limited staffing and reliance on the same personnel across shifts, while rating the overall service positively.]]>
