Ben’s Café can significantly improve its service quality by applying SERVQUAL, understanding service characteristics, and managing gaps between customer expectations and actual performance. Strengthening reliability, responsiveness, empathy, assurance, and tangibles creates a better customer experience leading to higher satisfaction, repeat visits, and competitive advantage in the hospitality and tourism industry. However, the assessment also revealed areas where Ben’s Café can still improve. Service responsiveness tends to slow down during peak hours, and customers may wait longer before receiving assistance or updates on their orders. Assurance can be enhanced by improving communication about waiting times and showing more confidence in handling customer requests. Empathy is present, but the café can strengthen it by providing more personalized attention, especially to customers staying for long periods. These observations show that while Ben’s Café maintains a good foundation of service quality, there is room for improvement in operational efficiency and customer-centered interaction. Reflecting on my personal experience at Ben’s Café, the SERVQUAL model helped me understand service quality from a deeper and more structured perspective. I realized that good service is not just about delicious food and a relaxing ambiance; it also involves consistency, communication, and genuine care for customer needs. Observing the café up close made me more aware of the challenges faced by service staff and how small delays or lack of communication can significantly affect the guest experience. Through this audit, I learned the importance of balancing all five dimensions of SERVQUAL. Even if a café provides a visually appealing environment, customers still expect quick service, assurance, and personal attention. My experience at Ben’s Café showed me how interconnected these dimensions are and how improving even one aspec tsuch as responsiveness during peak hours—can greatly enhance overall satisfaction.