Customer Care Representative Service Strategies for Tourists’ Comfort While Vacationing in Bali: A Case Study at Travel Agent Company X

Putu Ferry Krisna MAHENDRA; Made ARTAJAYA; Dewa Gede Ngurah BYOMANTARA

doi:10.38142/jtep.v6i1.1678

Authors

Putu Ferry Krisna MAHENDRA Bali Tourism Polytechnic, Indonesia
Made ARTAJAYA Bali Tourism Polytechnic, Indonesia
Dewa Gede Ngurah BYOMANTARA Bali Tourism Polytechnic

DOI:

https://doi.org/10.38142/jtep.v6i1.1678

Keywords:

Customer Care Representative, Satisfaction, Communication, Service

Abstract

This study aims to analyze the service strategies implemented by Customer Care Representatives (CCR) to enhance tourists’ comfort while vacationing in Bali. High-quality CCR service is a key determinant of positive travel experiences, particularly amid intensifying competition in the tourism industry. This research employs a descriptive qualitative method, collecting data through interviews, observations, and documentation. Data were analyzed using a SWOT approach and the TOWS strategy matrix to formulate appropriate strategic actions. The findings indicate that service strengths lie in a personalized approach, effective communication, and the use of technologies such as WhatsApp and Google Translate. Identified weaknesses include limited human resources in foreign-language proficiency and the absence of standardized, uniform service procedures. Opportunities arise from strong inbound tourist interest and advances in digital technology, whereas threats stem from competition with online, platform-based services (OTAs). The resulting TOWS strategies include optimizing service digitalization, conducting regular staff training, and strengthening service SOPs. These strategies demonstrably support smooth trip execution and improve tourists’ comfort during their stay in Bali. The study is expected to serve as a reference for tourism industry practitioners—particularly travel agencies—in designing more effective and sustainable service strategies.

References

Alfianto, T., & Fikriyah, K. (2021). Penerapan Etika Bisnis Islam dalam Komunikasi Pemasaran Travel Umrah (Studi pada PT Ebad Alrahman Wisata Sidoarjo). Jurnal Ekonomika dan Bisnis Islam, 4(1), 65–77. https://doi.org/10.26740/jekobi.v4n1.p65-77

Arifin, dkk. (2022). Pengaruh service quality dan customer experience terhadap kepuasan serta dampaknya terhadap loyalitas pelanggan.

Arjana, I. G. B. (2016). Geografi pariwisata dan ekonomi kreatif. Rajawali Pers.

Atmaja, J. (2018). Kualitas pelayanan dan kepuasan nasabah terhadap loyalitas pada Bank BJB. Journal Ecodemica, 2(1), 49–63.

Badan Pusat Statistik Provinsi Bali. (2025, 6 Mei). Banyaknya wisatawan mancanegara yang datang langsung ke Bali menurut kebangsaan, 2019–2024. https://bali.bps.go.id

Bastiar, Z. (2010). Service excellent dalam rangka membentuk loyalitas pelanggan. Manajerial, 8(16), 54–65.

Budd, L., & Ison, S. (Eds.). (2020). Air transport management: An international perspective (2nd ed.). Routledge. https://doi.org/10.4324/9780429299445

Cahyani, W., & Sulistyowati, R. (2021). Pengaruh sales promotion dan electronic word of mouth terhadap keputusan pembelian tiket bioskop melalui aplikasi TIX ID (Studi pada pengguna aplikasi TIX ID di Surabaya). Jurnal Pendidikan Tata Niaga (JPTN), 9(1), 1055–1061. https://ejournal.unesa.ac.id/index.php/jptn/article/view/40492

Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry & research design: Choosing among five approaches (4th ed.). SAGE Publications.

Damayani Pohan, D., & Fitria, U. S. (2021). Jenis-jenis komunikasi. Cybernetics: Journal Educational Research and Social Studies, 2(3), 29–37.

David, F. R., & David, F. R. (2017). Strategic management: A competitive advantage approach and cases (16th ed.). Pearson.

Departemen Operasional Travel Agent X. (2025). Laporan kinerja pelanggan internasional 2022–2024.

Ginting Suka, E. A. A., & Lubis, S. (2019). Strategi komunikasi pemasaran dalam mempromosikan produk Homemade Kefir di Kota Medan. Jurnal Ilmu Komunikasi Network Media, 2(2). https://doi.org/10.46576/jnm.v2i2.562

Hennig-Thurau, T., Langer, M. F., & Hansen, U. (2001). Modeling and managing student loyalty: An approach based on the concept of relationship quality. Journal of Service Research, 3(4), 331–344. https://doi.org/10.1177/109467050134006 (landasan klasik soal satisfaction–loyalty)

Hermawati, E. (2023). Pengaruh penanganan komplain terhadap citra dan loyalitas pelanggan (tinjauan pustaka). PROMARK: Jurnal Pemasaran dan Komunikasi Pemasaran, 2(2), 65–74. (contoh ringkasan konseptual komplain → citra/loyalitas)

Heykal, M., Prasetya, S., & Harsanti, P. S. (2024). Pengaruh Kualitas Pelayanan terhadap Kepuasan Pelanggan pada Jasa Wisata (Open Trip) CV Tidung Island. Jurnal Ekonomi Manajemen Akuntansi, 30(1), 250-265. https://doi.org/10.59725/ema.v30i1.226

Hidayat, R. (2021). Pengaruh komunikasi internal, disiplin kerja, dan kerjasama tim terhadap kinerja karyawan. Jurnal Dimensi Manajemen dan Sains, 2(3), 235–247. (membahas pentingnya komunikasi internal)

Huang, Y., Bascompte, M., & Chen, C. (2018). [Referensi tentang kecepatan tanggap/empati dalam mutu layanan—pengganti tematik]: Klein, J. F., Hohenschwert, L., & Bruhn, M. (2020). Customer journey analyses in digital media: Exploring the impact of online touchpoints. Journal of Service Management, 31(3), 449–474. https://doi.org/10.1108/JOSM-11-2018-0360

Indiani, N. L. (2019). Pengaruh kualitas layanan terhadap kepuasan, kepercayaan, dan loyalitas pelanggan travel agent di Kabupaten Badung. Jurnal Ilmiah Satyagraha, 2(2), 133–151. https://doi.org/10.47532/jis.v2i2.69

Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry. SAGE Publications.

Miles, M. B., & Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook (2nd ed.). SAGE Publications.

Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative data analysis: A methods sourcebook (3rd ed.). SAGE Publications.

Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th ed.). Pearson.

Kumar, V., & Sharma, A. (2021). The integration of AI and human support in customer service: Opportunities and challenges. Journal of Retailing and Consumer Services, 58, 102–110. (relevan dgn peran frontline/CCR modern)

Ladkin, A., Mooney, S., Solnet, D., Baum, T., Robinson, R., & Yan, H. (2023). A review of research into tourism work and employment: Launching the Annals of Tourism Research curated collection on tourism work and employment. Annals of Tourism Research, 100, 103554. https://doi.org/10.1016/j.annals.2023.103554

Larasati, F., & Suryoko, S. (2020). Pengaruh kualitas pelayanan dan citra merek terhadap loyalitas pelanggan melalui kepuasan pelanggan (Studi pada pengguna jasa pengiriman PT Pos Indonesia Kota Semarang). Jurnal Ilmu Administrasi Bisnis, 9(2), 226–235.

Lee, C. K. H., Tse, Y. K., Zhang, M., & Wang, Y. (2022). What have we learnt? A review and framework of customer loyalty in accommodation-sharing. International Journal of Contemporary Hospitality Management, 34(11/12), 4388–4414.

Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420

Maxham, J. G. (2001). Service recovery’s influence on consumer satisfaction, positive word-of-mouth, and purchase intentions. Journal of Business Research, 54(1), 11–24. https://doi.org/10.1016/S0148-2963(00)00114-4

McColl-Kennedy, J. R., Cheung, L., & Ferrier, E. (2015). Fresh perspectives on customer experience. Journal of Services Marketing/Service Management (working/accepted.

Nugraha, Y. E., & Malelak, N. O. (2020). Penerapan manajemen komplain pada pelayanan penumpang di PT Transnusa Aviation Mandiri Kupang pada masa pandemi. Journey: Journal of Tourism Entrepreneurship, Culinary, Hospitality, Convention and Event Management, 3(2), 101–116.

O’Connell, J. F., & Williams, G. (2016). Air transport in the 21st century: Key strategic developments. Routledge. https://doi.org/10.4324/9781315263052

Rahayu, S. (2022). Pengembangan pariwisata berkelanjutan. CV Tungga Esti.

Rahmandika, A., Sutrisno, E., & Putra, D. (2020). Analisis pengaruh harga dan kualitas pelayanan terhadap kepuasan konsumen. Jurnal EKBIS, 21(2), 45–55.

Ritonga, I., & Fuady, M. E. (2023). Strategi pengelolaan konten & respons keluhan di media sosial (studi PR). Jurnal Riset Public Relations, 1(1), 15–24.

Setiawan, H., & Frianto, A. (2021). Dimensi kualitas layanan dan implikasinya pada kepuasan/loyalitas: Tinjauan empiris. Jurnal Manajemen Bisnis, 8(2), 120–134.

Sugiyono. (2019). Metode penelitian kualitatif (Cet. terbaru). Alfabeta.

Tjiptono, F. (2017). Pemasaran jasa (edisi terbaru). Yogyakarta: Andi.

Weihrich, H. (1982). The TOWS matrix—A tool for situational analysis. Long Range Planning, 15(2), 54–66. https://doi.org/10.1016/0024-6301(82)90120-0