Optimizing Service Quality Through a People, Process, and Technology Approach for Freelance Tour Guides (Case Study of Timotravel) Article Swipe

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Timotius Herman , Achmad Ghazali , Timotius Herman , Achmad Ghazali ·

YOU? · · 2025 · Open Access · · DOI: https://doi.org/10.51601/ijse.v5i4.270

This study examines the factors that contribute to inconsistent service quality among freelance tour guides at Timotravel, a newly established Indonesian SME operating in the outbound travel industry. As the company relies heavily on freelancers due to financial constraints and fluctuating demand, variations in guide competence, destination knowledge, time management, and professionalism have resulted in lower customer satisfaction and reputational risks. Using a qualitative case study approach, data were collected through semi-structured interviews with customers and freelance tour guides who participated in recent tours. The research applies the People, Process, and Technology (PPT) framework combined with Business Process Management (BPM) to analyze root causes and identify improvement pathways. Findings reveal three major sources of service variability: (1) people-related issues, including insufficient soft skills, limited destination knowledge, and lack of standardized competency requirements; (2) process-related weaknesses, such as incomplete or non-contextual SOPs that fail to guide real-time decision-making; and (3) technology-related gaps, including the absence of integrated systems for briefing, feedback collection, and knowledge sharing. The analysis highlights that inconsistencies are not solely the result of individual shortcomings but stem from systemic misalignment within Timotravel’s service design. Based on these findings, this research proposes an integrated improvement model consisting of enhanced competency training, redesigned SOPs aligned with BPM Level 1–3 process mapping, and the implementation of basic technological support tools such as CRM-driven feedback tracking and digital guide briefings. These recommendations are expected to improve service consistency, optimize operational performance, and strengthen customer satisfaction. The study contributes to service science literature by demonstrating how a PPT-driven approach can be applied to SMEs with limited resources to standardize service delivery while leveraging freelance-based human resources.

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Service quality Process management Business Process (computing) Service (business) Customer satisfaction Quality (philosophy) Marketing Knowledge management Service provider Service design Business process Customer service Computer science Qualitative research Service system Tracking system Hospitality industry Service management Tracking (education) Information technology Human resource management Service level objective Operations management Customer relationship management Control (management) Service innovation Engineering management Tertiary sector of the economy

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Landing Page: https://doi.org/10.51601/ijse.v5i4.270
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DOI: https://doi.org/10.51601/ijse.v5i4.270

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Title: Optimizing Service Quality Through a People, Process, and Technology Approach for Freelance Tour Guides (Case Study of Timotravel)

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Publication year: 2025

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Publication date: 2025-11-22

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Authors: Timotius Herman, Achmad Ghazali, Timotius Herman, Achmad Ghazali

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Concepts: Service quality, Process management, Business, Process (computing), Service (business), Customer satisfaction, Quality (philosophy), Marketing, Knowledge management, Service provider, Service design, Business process, Customer service, Computer science, Qualitative research, Service system, Tracking system, Hospitality industry, Service management, Tracking (education), Information technology, Human resource management, Service level objective, Operations management, Customer relationship management, Control (management), Service innovation, Engineering management, Tertiary sector of the economy

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abstract_inverted_index.study	1, 65, 244
abstract_inverted_index.these	188
abstract_inverted_index.three	110
abstract_inverted_index.tools	218
abstract_inverted_index.while	268
abstract_inverted_index.causes	103
abstract_inverted_index.guides	14, 78
abstract_inverted_index.recent	82
abstract_inverted_index.relies	31
abstract_inverted_index.result	173
abstract_inverted_index.reveal	109
abstract_inverted_index.risks.	60
abstract_inverted_index.solely	171
abstract_inverted_index.tours.	83
abstract_inverted_index.travel	26
abstract_inverted_index.within	182
abstract_inverted_index.People,	88
abstract_inverted_index.Process	97
abstract_inverted_index.absence	153
abstract_inverted_index.aligned	204
abstract_inverted_index.analyze	101
abstract_inverted_index.applied	258
abstract_inverted_index.applies	86
abstract_inverted_index.company	30
abstract_inverted_index.demand,	41
abstract_inverted_index.design.	185
abstract_inverted_index.digital	225
abstract_inverted_index.factors	4
abstract_inverted_index.heavily	32
abstract_inverted_index.improve	233
abstract_inverted_index.issues,	118
abstract_inverted_index.limited	123, 262
abstract_inverted_index.process	209
abstract_inverted_index.quality	10
abstract_inverted_index.science	248
abstract_inverted_index.service	9, 114, 184, 234, 247, 266
abstract_inverted_index.skills,	122
abstract_inverted_index.sources	112
abstract_inverted_index.support	217
abstract_inverted_index.systems	156
abstract_inverted_index.through	70
abstract_inverted_index.Business	96
abstract_inverted_index.Findings	108
abstract_inverted_index.Process,	89
abstract_inverted_index.analysis	165
abstract_inverted_index.approach	255
abstract_inverted_index.combined	94
abstract_inverted_index.customer	56, 241
abstract_inverted_index.delivery	267
abstract_inverted_index.enhanced	199
abstract_inverted_index.examines	2
abstract_inverted_index.expected	231
abstract_inverted_index.feedback	159, 222
abstract_inverted_index.identify	105
abstract_inverted_index.mapping,	210
abstract_inverted_index.optimize	236
abstract_inverted_index.outbound	25
abstract_inverted_index.proposes	192
abstract_inverted_index.research	85, 191
abstract_inverted_index.resulted	53
abstract_inverted_index.sharing.	163
abstract_inverted_index.systemic	180
abstract_inverted_index.tracking	223
abstract_inverted_index.approach,	66
abstract_inverted_index.briefing,	158
abstract_inverted_index.collected	69
abstract_inverted_index.customers	74
abstract_inverted_index.financial	37
abstract_inverted_index.findings,	189
abstract_inverted_index.framework	93
abstract_inverted_index.freelance	12, 76
abstract_inverted_index.including	119, 151
abstract_inverted_index.industry.	27
abstract_inverted_index.knowledge	162
abstract_inverted_index.operating	22
abstract_inverted_index.pathways.	107
abstract_inverted_index.real-time	145
abstract_inverted_index.resources	263
abstract_inverted_index.training,	201
abstract_inverted_index.CRM-driven	221
abstract_inverted_index.Indonesian	20
abstract_inverted_index.Management	98
abstract_inverted_index.PPT-driven	254
abstract_inverted_index.Technology	91
abstract_inverted_index.briefings.	227
abstract_inverted_index.competency	130, 200
abstract_inverted_index.consisting	197
abstract_inverted_index.contribute	6
abstract_inverted_index.highlights	166
abstract_inverted_index.incomplete	137
abstract_inverted_index.individual	175
abstract_inverted_index.integrated	155, 194
abstract_inverted_index.interviews	72
abstract_inverted_index.knowledge,	47, 125
abstract_inverted_index.leveraging	269
abstract_inverted_index.literature	249
abstract_inverted_index.redesigned	202
abstract_inverted_index.resources.	272
abstract_inverted_index.strengthen	240
abstract_inverted_index.variations	42
abstract_inverted_index.Timotravel,	16
abstract_inverted_index.collection,	160
abstract_inverted_index.competence,	45
abstract_inverted_index.constraints	38
abstract_inverted_index.contributes	245
abstract_inverted_index.destination	46, 124
abstract_inverted_index.established	19
abstract_inverted_index.fluctuating	40
abstract_inverted_index.freelancers	34
abstract_inverted_index.improvement	106, 195
abstract_inverted_index.management,	49
abstract_inverted_index.operational	237
abstract_inverted_index.qualitative	63
abstract_inverted_index.standardize	265
abstract_inverted_index.weaknesses,	134
abstract_inverted_index.consistency,	235
abstract_inverted_index.inconsistent	8
abstract_inverted_index.insufficient	120
abstract_inverted_index.misalignment	181
abstract_inverted_index.participated	80
abstract_inverted_index.performance,	238
abstract_inverted_index.reputational	59
abstract_inverted_index.satisfaction	57
abstract_inverted_index.shortcomings	176
abstract_inverted_index.standardized	129
abstract_inverted_index.variability:	115
abstract_inverted_index.demonstrating	251
abstract_inverted_index.requirements;	131
abstract_inverted_index.satisfaction.	242
abstract_inverted_index.technological	216
abstract_inverted_index.Timotravel’s	183
abstract_inverted_index.implementation	213
abstract_inverted_index.non-contextual	139
abstract_inverted_index.people-related	117
abstract_inverted_index.freelance-based	270
abstract_inverted_index.inconsistencies	168
abstract_inverted_index.process-related	133
abstract_inverted_index.professionalism	51
abstract_inverted_index.recommendations	229
abstract_inverted_index.semi-structured	71
abstract_inverted_index.decision-making;	146
abstract_inverted_index.technology-related	149
cited_by_percentile_year
countries_distinct_count	1
institutions_distinct_count	4
citation_normalized_percentile.value	0.88744931
citation_normalized_percentile.is_in_top_1_percent	False
citation_normalized_percentile.is_in_top_10_percent	True