Professional Service Delivery Through Frontline Employees: A Qualitative Case Study of Service Quality in an Indonesian Hotel

Abstract

This study examines the role of waiters and waitresses in improving service quality at Aston Inn Mataram. The study aims to explore how frontline service employees contribute to guest satisfaction through professional service practices, effective communication, teamwork, and adherence to operational standards. A qualitative case study approach was employed using participant observation, semi-structured interviews, and document analysis conducted over a six-month internship period within the Food and Beverage Service Department. Data were analyzed using thematic analysis to identify recurring patterns of service practices and operational challenges. The findings reveal four major themes: professional service delivery, communication competence, teamwork, and operational challenges influencing service quality. These themes demonstrate that service quality is shaped not only by employees' technical competencies but also by collaboration, interpersonal communication, and organizational support. The study implies that hotels should strengthen employee training, optimize staffing strategies, and enhance cross-departmental coordination to maintain consistent service excellence. It concludes that waiter and waitress roles extend beyond food and beverage service by functioning as strategic frontline representatives who directly influence guest experiences, service quality, and organizational competitiveness within the hospitality industry.