Human Resource Management Strategies for Improving Work Effectiveness and Service Quality: A Case Study

This study aims to analyze human resource management strategies in improving work effectiveness and service quality at Mubarak Tour & Travel. The study employed a qualitative approach using a case study method. Data were collected through in-depth interviews, direct observation, documentation, and literature review. Informants were selected purposively and included the director, employees, marketing staff, mutawwif, and pilgrims who had used the services of Mubarak Tour & Travel more than twice. Data were analyzed through data reduction, data display, and conclusion drawing and verification using the interactive analysis model of Miles, Huberman, and Saldaña. The findings indicate that Mubarak Tour & Travel faces limitations in its human resource structure, resulting in overlapping responsibilities and increased workload dynamics, particularly during periods of high pilgrim numbers and departure schedules. These challenges are managed through the optimization of available human resources, flexible task allocation, coordination and collaboration among employees, and competency development through briefings, direct guidance, experience sharing, and work evaluation. These strategies contribute to improving productivity, timely task completion, and employees’ ability to adapt to changing workloads. In addition, human resource management contributes to service quality through service reliability, responsiveness, assurance, empathy, and the provision of facilities that meet pilgrims’ needs. The findings further show that service quality is achieved through the integrated roles of the director, employees, marketing staff, and mutawwif throughout the entire process of serving pilgrims.