Purpose: This study aims to analyze the service quality of SS Umroh Travel and its impact on customer satisfaction by using the SERVQUAL model extended with the CARTER framework.

Research methodology: Employing a quantitative approach and survey method, the research involved 240 respondents who had used SS Umroh services.

Results: The findings reveal negative gaps in all service quality dimensions, with assurance having the largest gap, followed by Reliability and Tangibility. Regression analysis showed that empathy had a significant positive influence on customer satisfaction, while rigid implementation of compliance had a negative effect. Based on these findings, three priority dimensions for improvement were identified: Assurance, Empathy, and Tangibility. Recommended strategies include staff training, SOP development, accessibility enhancement, and performance monitoring systems. The implementation plan adopts the Plan–Do–Check–Act (PDCA) cycle to ensure continuous improvement in SS Umroh’s service quality.