ABSTRAK :rnrnIn this decade, hospitality is an industry that grows rapidly in Indonesia, notably in Bandung. New Sany Rosa Hotel Bandung is among the most popular hotels. Facing tough industry, transformation at this hotel was enforced. The new management delivered a change in customer satisfaction valuation, from suggestions or criticsrnto service quality. The objective is to identify if five dimensions of service quality impact the customer satisfaction and which dimension has most influence on customer satisfaction. Interview was conducted and questionnaires were disseminated to a hundred guests who stayed overnight. Result indicates that tangibility, empathy,rnreliability, responsiveness, and assurance have simultaneously and partially affected the satisfaction. Empathy is a dimension that influenced the customer satisfaction at this hotel the most.