<![CDATA[In the increasingly competitive garment SME sector, business sustainability depends not only on product excellence but also on the ability to deliver superior customer service. For firms operating in traditional markets, frontline employees represent the primary point of contact with customers and therefore play an essential role in shaping purchasing experiences and encouraging long-term relationships. Despite this strategic role, Lis Konveksi Aur Kuning has experienced a gradual decline in customer numbers, production output, and business revenue in recent years, highlighting the importance of strengthening frontline service performance. This study investigates how frontline service contributes to customer growth while also examining the operational challenges faced during service delivery. A qualitative descriptive case study was conducted using data gathered from in-depth interviews, field observations, and business documentation involving the owner, frontline staff, and customers. The data were interpreted through an interactive analysis process consisting of data reduction, data presentation, and conclusion verification. The results indicate that customer acquisition and retention are strongly influenced by the quality of interpersonal interactions provided by frontline employees. Personalized communication, prompt responses, comprehensive product explanations, and courteous service encourage customer satisfaction, stimulate repeat purchasing behavior, and generate positive word-of-mouth referrals. However, the effectiveness of frontline service remains constrained by limited staffing, differences in customer expectations and behavior, and the highly competitive environment of the local garment market. These findings enrich the discussion of service management within SMEs while offering practical guidance for improving frontline service capabilities as a means of strengthening customer retention and sustaining business competitiveness.]]>
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