The Strategic Contribution of Telephone Operators in Shaping Corporate Image and Supporting Service Delivery at Fugo Hotel Samarinda
DOI:
https://doi.org/10.32493/JJSDM.v9i3.59385Keywords:
Telephone Operator, Role, Hotel, ServiceAbstract
Telephone operators are a key element influencing hotel service quality, as they function as a strategic information distribution center, including information on hotel products and nearby tourist destinations. However, in practice, telephone operators face various complexities, such as high call volumes, diverse guest requests, limited response time, and the need to consistently maintain friendliness and professionalism. This study employs a descriptive qualitative approach to explore in depth the dynamics of the telephone operator’s role in the context of hotel services. The findings reveal that telephone operators do not merely act as communication intermediaries but also serve as invisible frontliners who convey service image through voice-based interactions that shape guests’ initial perceptions. The study further highlights a shift in their role from administrative functions toward a more strategic position in supporting service quality. Theoretically, this research offers novelty by conceptualizing telephone operators as voice-based brand ambassadors and key actors in guest experience management. Therefore, telephone operators can be positioned as “faceless ambassadors” who significantly contribute to building corporate image and determining overall guest satisfaction.
References
[1.] Adityan & Agustina, Anggi. 2023. Telephone Operator Sebagai Pusat Komunikasi Dalam Menunjang Kelancaran Operasional di The Alana Hotel Malioboro. Repository Universitas Bina Sarana Informatika
[2.] Adnyana, Michael P.H. 2023. Pelayanan Courtesy Due Out Call Oleh Telephone Operator Di The Apurva Kempinski Bali. Politeknik Negeri Bali
[3.] Al-Hawari, M. A., & Alananzeh, O. (2021). The impact of service quality on customer satisfaction in the hospitality industry. International Journal of Hospitality Management, 94, 102862.
[4.] Kim, J., Kim, M., & Wang, Y. (2022). The role of communication quality in service encounters and customer satisfaction. Journal of Hospitality and Tourism Management, 52, 45–55.
[5.] Li, X., Liu, H., & Song, H. (2023). Service excellence in the digital era: The role of human interaction and technology integration. Tourism Management, 95, 10467
[6.] Maulida, K & Rifai, Nila. 2025. The Role of Telephone Operators in Improving Service Quality at Aryaduta Menteng. Bogor Hospitality Journal Vol.9(No. 2) : no. 56-no 65.
[7.] Pratama, A., & Sari, N. (2024). Analisis kualitas pelayanan front office terhadap kepuasan tamu hotel. Jurnal Manajemen Perhotelan, 10(1), 25–36.
[8.] Putri, N. A., & Hidayat, R. (2025). Service communication and customer satisfaction in hotel services. Jurnal Pariwisata dan Perhotelan Indonesia, 14(2), 78–92
[9.] Rachmad, Yoseph Edie, dkk. (2022). Pengantar Pariwisata. Purbalingga. Eureka Media Aksara
[10.] Rahmawati, D., & Handayani, R. (2023). The impact of digitalization on employment and labor relations in Indonesia. Jurnal Ekonomi dan Kebijakan Publik, 14(1), 45–60.
[11.] Rawung dkk. 2023. Kualitas Pelayanan Telephone Operator Pada Front Office Departemen di Kima Bajo Resort & SPA Manado. Jurnal Manuhara Pusat Penelitian Ilmu Manajemen dan Bisnis 1(3):96-137
[12.] Septiyanti, Monic dkk. 2026. Kualitas Pelayanan Telepon Operator Front Office Departement di Desa Alamanis Resort Villa. Cerdika: Jurnal Ilmiah Indonesia, 6 (1).
[13.] Siahaan, Wendy S & Gusnadi, Dendi. 2024. Implementasi Standar Operasional Prosedur Telepon Operator di Sheraton Hotel Bandung. Jurnal Kajian Ekonomi dan Bisnis Vol. 5 No. 9.
[14.] Sugiyono. (2022). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
[15.] Verma, S., & Gustafsson, A. (2024). Investigating emerging research trends in service communication and customer experience. Journal of Service Theory and Practice, 34(2), 145–162.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Naila Faradila, I Wayan Lanang Nala, Norma Dewi Anggraini
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish in this journal agree to the following terms:
The author owns the copyright of the article and assigns to the journal the right of first publication with the work simultaneously licensed under the terms Atribusi 4.0 Internasional (CC BY 4.0)
which allows others to share the work with acknowledgment of the work's authorship and initial publication in this journal.Authors may enter into separate additional contractual arrangements for the non-exclusive distribution of the published journal version of the work (for example, posting it to an institutional repository or publishing it in a book), with acknowledgment of the work's original publication in this journal.
Authors are permitted and encouraged to post their work online (for example, in institutional repositories or on their websites) before and during the submission process, as this can lead to productive exchanges, as well as earlier and larger citations of published work (See The Effect of Open Access).
.png)
