Operational and Supply Chain Inefficiencies in Malaysian Service SMEs: A Case Study of Puncak Geliga Holidays Sdn Bhd

Service-based organisations face unique operational challenges due to demand variability, labour intensity, and customer involvement, which often result in inefficiencies in service delivery. This study investigates the operational and supply chain inefficiencies of Puncak Geliga Holidays Sdn Bhd (PGHSB), a Malaysian transportation and manpower service provider, through a qualitative case study approach. Data were collected via semi-structured interviews, direct field observations, and document analysis, with methodological triangulation enhancing credibility. Analytical tools including process flow mapping and Fishbone (Ishikawa) analysis revealed systemic inefficiencies such as reliance on manual booking procedures, fragmented communication channels, inadequate workforce planning, and the absence of integrated fleet management systems. These findings underscore the need for structured operational frameworks, digitalisation of booking and scheduling, and data-driven workforce allocation to improve service reliability and competitiveness. Beyond practical recommendations, the study contributes to service operations literature by contextualising operational challenges within Malaysian SMEs, highlighting systemic rather than isolated inefficiencies. While limited to a single case study, the research provides a foundation for future comparative studies and offers insights into how digital transformation and proactive management can enhance resilience in service-based SMEs.