BPMM 3083 SERVICE MARKETING

A191
GROUP B
GROUP ASSIGNMENT
EDC HOTEL & RESORT SINTOK

PREPARED BY GROUP 2

NO. NAME MATRIC NUMBER

1 TEE JIA YONG 253183
2 TAN CHIN LI 254104
3 KAVINTHERAN A/L RAVICHANDERAN 261553
4 NG CHUI YENG 261560
5 PHANG ZI QING 262873
6 EIAP VEE NEE 262971
PREPARED TO PROF. MADYA DR. ISMAIL BIN LEBAI OTHMAN

TABLE OF CONTENT

DESCRIPTION PAGE

1
1.0 EXECUTIVE SUMMARY 3-4

2.0 INTRODUCTION 4-5

2.1 Vision 6

2.2 Mission 6

3.0 SITUATION ANALYSIS

3.1 External Environment
3.2 Internal Environment
3.3 SWOT Analysis
7-11
3.3.1 Strengths
3.3.2 Weaknesses
3.3.3 Opportunities
3.3.4 Threats
4.0 PROBLEM FACED BY CUSTOMERS
4.1 Service 1
4.2 Service 2
12-15
4.3 Service 3

4.4 Service 4

4.5 Service 5

5.0 SERVICE BLUEPRINT 16-22

6.0 CONCLUSION 23

7.0 REFERENCE 24

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1.0 EXECUTIVE SUMMARY

EDC Hotel and Resort Sintok located in Sintok, Kedah and it surrounded by green forest
that full of flora and fauna. The other reason of this hotel getting famous is because the hotel gets
good rating and comment in social media such as Facebook as well as in application. Overall,
EDC Hotel get 4.1 stars out of 5 stars on Facebook and it also get 7.7 out of 10 in Agoda.com.
The great location and environment made this hotel became a famous place for vacation. Besides
that, the fresh graduate will make a reservation from this hotel on their graduation as well
because this is the nearest hotel to Universiti Utara Malaysia (UUM).

Regarding on this assignment, we had done some research on the external environment
which are social culture, economic factor and demographics of customers as well as on internal
environment that included physical resources, organization structure and technological
capabilities. Moreover, we also use the SWOT analysis in order to know more about the strength,
weakness, opportunity and threat of EDC Hotel and we’ve tried our best to find some solutions
to solve those problems. Few new services had recommended that can execute by EDC Hotel so
that the customers more willing to come back again.

Firstly, the management team of EDC Hotel will provide training classes for every
employee because they want to make sure every employee able to communicate with customers
nicely. Through the training, it can reduce the risk of receiving an inaccurate message from the
customer as well as employees able to provide proper services that could meet the customers’
need. It not only improved the employees’ skill, but it also allows the employees to use the
resources efficiently as well as know their job scope and responsibility. Furthermore, a good
communication between employees and customers allow the employees know more about the
need and want of new customer and it could help the management team to introduce more
attractive promotion to attract new customers as well as retain the existing customers.

Apart from that, EDC Hotel provides some transport service such as pick up and drops
off service as well as transportation rental. This is an important service that the hotel must
provide because it is very difficult to call Grab and Taxi in Sintok, Kedah. This service allows
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the customers to rent the car, motorcycle or bicycle from the hotel at reasonable price. This
service made customer feel very convenient because they able to go Dannok, Thailand or the
closest mart which is C-mart in Changlun for purchasing some of goods they need. For those
customers who is hiking lover, they have the chance to rent the motorcycle to go Bukit Bunga
Raya for hiking. In the top of the Bukit Bunga Raya, the customers can see the full view of UUM
as well as the beautiful sunset.

Moreover, EDC Hotel also provides a Spa service and swimming pool. These facilities
allow customers to spend their leisure time more wisely with the activities that could let them
relax the most. One of the purposes of EDC Hotel provides Spa service is they hope they could
provide an atmosphere to make the customer feeling home. Besides provided training for the
employees, EDC Hotel also collaborates with other spa specialists in order to provide the best
service for the customers.

In conclusion, customer satisfaction is based on the difference between customers

expectation and the services that employees able to provide. There are several promotion
methods are driven by customers such as word of mouth, blog, YouTube channel and so on. If
they get a wonderful experience with your services, they will share their experiences with their
friends and family as well as promote it online. It could increase the image of EDC Hotel and
attract new customers for patronage. Hence, the management team of EDC Hotel will always ask
for the comments from customers in order to solve the problems that customer met and improve
their service quality.

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2.0 INTRODUCTION

The Executive Development Centre of Universiti Utara Malaysia Hotel known as EDC
Hotel and Resort. It is one of the subsidiaries of UUM management business. EDC Hotel is
located at Sintok, Kedah, Malaysia which is near to the Malaysian – Thai-Boarder town, Bukit
Kayu Hitam. Its distant from Alor Setar is about 48KM and 10KM from Bukit Kayu Hitam. This
hotel started to operate on September 2006 to become a training and seminar venue cum hotel by
EDC-UUM.

Mohd Nasri Bin Morad is the general manager of EDC Hotel whereas Ida Airul Fuziahni
Binti Mustafa is his assistant. There are around 70 staffs available in this hotel. Their jobs,
management and responsibilities are divided into all department officers to manage it. EDC
Hotel management is divided into few departments which are accountant department, food &
beverage division, front office department, housekeeping department, human resources and
admin department, kitchen department, maintenance department, sales and marketing department
and security department.

EDC Hotel provides convenience facility to let the customers have the home feelings.
EDC Hotel and Resort Sintok provided 88 guestrooms that including of 2 VIP Suites, 4
Executive Suites, 10 Deluxe Room, 45 Standard Twin Room and 15 Standard Queen, 10 Triple
Standard and 2 Disability Triple. In addition to that, EDC Hotel and Resort Sintok also offer
facilities like fitness centre, restaurant, 24-hour front desk and room service along with free
WIFI, free parking services and so on. Each resorts room is equipped with private bathroom and
air conditioning so that the customer can relax. Bike rental is available at there. EDC-UUM
Hotel provides comfort and convenience to anyone no matter on business or holiday in Sintok.
The hotel offers guests a range of services and amenities designed to provide comfort and
convenience. Other than that, the nearest airport, Sultan Abdul Halim Airport is 25 miles from
the hotel.

EDC Hotel is surrounded by green forest characteristic which gives them the feeling of
comfort and relaxing. After working in the hectic city, now they can escape from it and have

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some fresh air. Moreover, EDC Hotel also helps to seek for job opportunity especially for
Universiti Utara Malaysia (UUM) intern student or freshly graduated students. Since Hospitality
course is offered to students of Universiti Utara Malaysia, thus EDC Hotel cooperated with
UUM as a place for a student to practice real-life situation in managing the hotel.

2.1 Vision

Becoming the leader in the Hotel rank market in Malaysia as EDC Hotel believe that they can
make a difference by providing high quality room with their superior customer service.

2.2 Mission

Provide home feelings and convenience to the customers.

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3.0 SITUATION ANALYSIS

3.1 External Environment

Demographic
Demographic segmentation is defined separate the market into small segment according to age,
gender, revenue and expenses, ethnic and so on. Demographic segmentation could help EDC
Hotel develop the most attractive services and promotion strategies for the customers regarding
their needs and wants. Based on the respondents in Facebook, we know that most of the
customers of EDC Hotel is Muslim and the company also provide a lot of service for Muslim
such as prepare Malay traditional foods as the breakfast for guests and clean prayer room for
them to pray. Based on the demographic segmentation in Universiti Utara Malaysia (UUM), we
found that most of the students and lecturers are Muslims as well and EDC Hotel is their first
choice when they are looking for the ballroom, organizing event as well as celebration. This is
because EDC Hotel located nearby of the UUM and they no need to a pay high transportation fee
in order to reach the hotel. Besides that, some professors and lecturers will book the meeting
room in EDC Hotel for a business meeting with an outsider as well as having delicious dinner in
the restaurant. EDC Hotel provides a variety of foods for the customer such as a la carte, set
dinner, set lunch as well as buffet.

Economic Factor
The economy is one of the external environment factors and it affects by inflation rate, fiscal and
monetary policies, interest rate as well as the unemployment rate. As we mention before, most of
the customers of EDC Hotel are UUM students and lecturers but the price of EDC Hotel is quite
high and can’t undertake by UUM students. The price factors had made the students that have a
low budget trend to choose the hotel that located in Changlun which provide lower price
compare with EDC Hotel. However, EDC Hotel believes that the price is reasonable as they
provide a high-quality services and facilities. In order to attract more students to patronize the
hotel, EDC Hotel introduce several different promotion packages according to the different
situation. For example, the EDC Hotel had introduced the steamboat package for minimum 10

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Pax at only RM15 per Pax. The steamboat is starting from 11am until 10pm every day and the
customers able to make call to the hotel in order to make the reservation.

Social-cultural
EDC Hotel must consider social and cultural factors when they creating as well as implementing
a new marketing strategy. These factors often link together but they will bring different effect to
customers in the decision-making process. Sociocultural is a term that related common traditions,
habits, pattern and belief present in a population group. Beside UUM students and staff, EDC
Hotel also consist customer from Changlun, Perlis as well as the customer from the other city
and country. EDC Hotel always rent their ballroom or restaurant for the student to organize some
event as well as celebration and EDC Hotel will provide good service and facility to meet the
students’ needs. Finally, some of the customers visit EDC Hotel for vacation because EDC Hotel
is famous with the ambience and the environment is suitable for relaxing.

3.2 Internal Environment

Organization Structure
Organization structure refers to the activities should undergo such as task allocation,
coordination and supervision to achieve the goals, mission and vision of the company.
Organization structure also refers to the flow of information between all levels in the company. It
also determines the scope of job and authority of every employee and provides a guideline for
employees. A successful company such as EDC Hotel must have a clear organizational structure.
For example, you can find the organization chart of EDC Hotel from their website and the chart
showed the relationship between the employees. Mohd Nasri Bin Morad, general manager of
EDC Hotel is assisting by his assistant, Ida Airul Fuziahmi Binti Mustafa. EDC Hotel has nine
departments which are front office department, housekeeping department, accounting
department, human resources & admin department, maintenance department, security
department, food & beverage division, kitchen department and sales & marketing department.
Head of the department will meet with the subordinate frequently so that they could know more
about the latest customers and market needs.

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Physical Resources and Technological Capabilities
EDC Hotel provides a lot of physical facilities such as fitness center, swimming pool, Sauna and
so on. The purpose of EDC Hotel prepares these facilities is they hope all the customers could
spend their time more wisely with healthy activities and make them feel at home. In order to
make their customer feel more convenient, they also provide laundry service, computer station as
well as wheelchair accessible for those people who need it. Besides that, EDC Hotel also brings
their business online. EDC Hotel had cooperated with a few websites such as Agoda, Trivago,
Traveloka and so on. Through the website, customer can book the room more quickly,
convenient and save more time. Sometime this website will introduce some promotion and
customer able to get the room at a cheaper price.

3.3 SWOT Analysis

3.3.1 Strengths

Management
EDC Hotel has vast experience General Manager which provides strong commitment to the
hotel. It has an energetic, high motivation and potential human capital. It is convenient because it
can be booked through online or by call as well as counter for walk-in guest.

Facilities capabilities
EDC Hotel is a budget hotel with premium facilities and services in town with variety of facility
available. For examples, free WIFI, swimming pool, restaurant and so forth. It is very
convenience for the students and parents which they can rent the hotel for holiday or when they
visit Kedah. Students can reserve the restaurant in this hotel for events and celebrations. A
special price package is given to students as an attraction to them to visit.

Customer service
Customer satisfaction is very important to customer revisit intention as it will determine the
business sale of the restaurant. The most important factors to increase the sale revenues are the
customer expectation and perception. The staffs should be attentive and responsive to the

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customers’ needs and wants. Company management and communication will influence the
employee performance to perform well.

3.3.2 Weaknesses

Inconvenience
EDC Hotel usually visited mainly by government agencies and internal guests which are the
staffs and students of UUM. Thus, they have lesser travelers from outsiders. It is situated in a
secluded locality and low occupancy rates compared to industry rates. It is in Universiti Utara
Malaysia thus it is very difficult to get public transport.

Limited Food Variety

The food provided is the local halal food. It is prepared by the hotel thus the food choices
available is only depend on the food prepared by the hotel. The location of EDC Hotel is quite
distant from another restaurant. Hence, it is not easy for customer to get their favorite food like
McDonalds’, KFC and so on.

Employee Knowledge and Experience

Malaysia is a best travelling country due to its uniqueness that consists of a variety of races and
food. Universiti Utara Malaysia provides education not only to local students but also to
international students. Sometimes, there are foreign travellers or international students from
UUM as EDC Hotel customers. Most of EDC employees are from local people who are more
fluent in the national language, Malay language. The accent spoken by the foreigner is quite
different from the English accent spoken by the Malaysian. Therefore, they might be a
misunderstanding in communication. It will affect the customer perception of the hotel. Some of
the management team may lack corporate experiences in the hotel even though they have a
strong base of academic background.

3.3.3 Opportunities

Connected with Local and Foreigners

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As EDC Hotel is one of the subsidiaries of UUM, a priority of choosing it to be the venue for
events and functions will be existed. UUM is a well-known university for business management.
There are many local and foreign students as well as professors in UUM which can patronize
EDC Hotel network internationally and locally. Thus, EDC Hotel can obtain large market share
through effective marketing strategy and strong management team.

Location Benefits
Since EDC Hotel is located 48KM from Alor Setar, Kedah and 10KM Bukit Kayu Hitam, it will
encourage more people to visit there when they travel. EDC Hotel is positioned in the Northern
Corridor Economic Region (NCER) with main trust to transform and expand tourism sector in
the region. EDC Hotel is also known as “Hotel in The Green Forest” as it located at rural area.
Customers will have more chances to carry out events in nature area such as hidden lake, visit
rainforest and so on.

Financial Benefits
As many EDC Hotel relates to Universiti Utara Malaysia, thus they have enough workers like
intern students. Financial can be boosted not only from the hotel rental and seminar but also can
be transform into a place for activities for the local and outsider.

3.3.4 Threats

Competition
There are many types of hotels available in Kedah which lead to direct and indirect competition.
The business sale mostly depends on the students and UUM staff since they prefer to cooperate
with someone familiar than other business company. As the hotel is located at somewhere not
easy to reach, thus not many people are able to get there.

Energy Support
Many students prefer their intern at other company apart from EDC Hotel, thus they have
insufficient support from students. As some of the internship had ended, they will resign from
their positions. It will lead to the constant changes in management team.

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4.0 PROBLEM FACED BY CUSTOMER

4.1 Efficiency of Service

The efficiency levels of customer service. According to the interviewed outcome, the first
main problem faced by the previous customer who visited EDC Hotel is the efficiency of service.
No doubt, there are several dissatisfactions from the previous customer such as respond to guest
feedback as soon as possible, pre-request made by online booking, checkout procedure, etc. This
will be one of the reasons that affect the customer’s traffic which is customer will not put priority
as their choice due to the slow services. Hence, Efficiency service is the main key to retain the
customer to repurchase from EDC Hotel as their priority’s choice. A few moves should
implement by EDC Hotel to solve the problem against the efficiency level.

Solution
As an effective solution, I’m suggesting here to have some basic training for the staff time by
time. Efficiency service has been proven over and over to improve the customer’s satisfaction
and respect the valuable time of the customer. Basically, the training must consist of a certain
scope about how to serve the customer in a better way. For instance, the staff must stay in
eyesight of the counter all the time to prevent impatiently of the customer when they request
something. Without involved too much procedure when customer requests for towels pillow,
teeth brush, etc. In addition to that, every hotel is facing the same problem which is the checkout
problem. Normally the checkout time for hotel is on 12 o’clock, everybody crowded at 12
o’clock to checkout for the hotel, it's hard for the staff to faster up the checkout process against
huge customer checkout the same time. Relatively, inefficiency due to lack of staff will destroy
the satisfaction of the customer. Therefore, EDC hotel should invent a kind of checkout machine
for customer convenient, customer get to checkout by own with just simply insert the card inside
the machine. Genting Malaysia Berhad is using the technology currently to prevent inconvenient
of their customer. Besides, EDC hotel could cooperate with UUMIT (Universiti Utara Malaysia
Information Technology) department to invent the machine in the low cost’s way.

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4.2 Language Requirement

According to the interviewed section by the previous customer, EDC received some
complaint about the language requirement. Most of the customers are unable to communicate
with the staffs in EDC hotel due to the accent. Most of the customers who came from other
countries, they have difficulty listening to our local accent. This will cause the dissatisfaction to
happen. Hence, the English language requirement is the main key to show the professionalism
and image of the hotel. Why do I say so is because most of the customer complaint about the
staff can’t communicate with each other when the customer requested for something especially
foreign customer. Therefore, communication plays an important role in increasing image of the
Hotel. EDC hotel must apply the training program to their staff to enhance their language
standard. Apart from that, the manager can also hire staffs that have enough working experiences
compare to who have a higher degree but lack of experiences.

Solution
As a solution, First EDC hotel must invite some professional speaker to give the lesson to their
staff. The context could be based on the technique of communication and learn the basic’s new
language. For example, EDC could invite the foreign language’s lecturer from UUM (Universiti
Utara Malaysia) to teach the staff about some basic foreign language to solve the accent problem.
The language included Spanish, Arabic, Thai, etc. Perhaps, the program could implement two or
three times a month. In addition, EDC hotel should also invite the professional speaker to give
the lesson to their staff on the aspect of English classes. Provide opportunity for them to learn the
international accent and learn how to speak the English in fluently way. Staff may learn how to
politely cope with irrational customers or any complaint from guests through the program.

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4.3 Defect of Facilities

One of the issues that complained by the previous customer that we obtained from the
review of an interviewed section is the defection in facility in EDC hotel. The facilities included
gym room equipment, swimming pool and room’s furniture. Most of the equipment in EDC gym
room are fully cover with rusty and may harm the user when people using it. Besides that, the
running machines are under maintenance too. This will cause an inconvenient cause to the
customer when they wish to do some exercise, due to the defect of gym room they force to have
their exercise activity at Changlun probably 10km distance from EDC hotel to Changlun gym
room. For the swimming pool, EDC hotel neglected by changing the chlorine of swimming pool
time by time cause the water seems like dirty and uncomfortable. This may cause a decrease
satisfaction of customer toward EDC hotel’s service.

Solution
As a suggestion, I would like to recommend EDC hotel that the authority could restore the
defects equipment to brand new one, create the guest experience by doing it. If EDC hotel could
not afford to renew all the brand-new equipment, EDC hotel could try to cooperate with UUM
sports center so that the customers can use the UUM gym room whenever they hope to do
exercise. Furthermore, the customer not only allows to use of the UUM gym room, but EDC
hotel also should deal with UUM’s authority so that the whole sports center get the share to their
guest. Guest allow to use the swimming pool as well at UUM sports center is because the
swimming pool in UUM is design in a standard competition size compared to EDC hotel that
undecane design. This solution not only can save the budget for EDC hotel, but it also allows the
guest committed in more choices such as badminton, swimming pool, tennis, squash, etc.
Therefore, the win-win situation may happen throughout this solution.

4.4 Transportation Problem

From our interview outcome also we found out that EDC hotel faces problem in their
transportation services. This is because EDC hotel do not have enough drivers that are able to do
pick up and drop services for their customers. This is because here in Sintok, it’s hard for the
14
customers to get Grab services. This makes a bit harder for them to move from one place to
another. Besides, the services that are available here in Sintok are mostly ‘kereta sapu’ only
which are done by the students and the locals around here. Customers try to avoid using that
service because they claim that the service are very expensive. Based on this problem, they are
requesting transportation service from EDC hotel.

Solution

As for the solution, I would suggest that EDC hotel can hire few drivers who can do the pick up
and drop services for the customers. EDC hotel management should hire drivers who are willing
to use their own cars to do the service. As per reward for them for using their own cars, EDC
hotel can give them oil incentives. When EDC hotel implement this idea, I am very sure that
many more customers will be attracted to choose EDC hotel as their choice to stay.

4.5 Less Customers Coming to EDC Hotel

Another problem that is being faced by EDC hotel based on our interview outcome is that the
amounts of customers that are coming to EDC hotel are not satisfying. This is because EDC hotel
is located inside Sintok and it is quite far to the town which will take around 15 minutes to get to
the town area. This makes EDC hotel not becoming the first choice for customers to choose EDC
hotel as their place to stay. Customers are more willing to stay in the motel instead because they
are much nearer to the town area and its more convenient for them.

Solution

To solve this problem I can suggest that EDC hotel should introduce more packages that will
attract more customers to come to EDC hotel. For example, EDC hotel can give discounts for
customers who book the hotel for more than 2 days. They also can give free breakfast for the
customers. By giving this type of services to their customers, I am very sure more customers will
be starting to come to EDC hotel soon.

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5.0 SERVICE BLUEPRINT

Part A: Describe why you selected this blueprint

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 We are suggested to use application as our new marketing service is because it will bring
more convenience to our customer, cut down the time for call booking, the population of EDC
Hotel, effectively promote advertising information and enhance the competitive advantage of
EDC Hotel.

First and foremost, this application will bring convenience to our customer in order to
they can have a view of our room sample in advance. Thus, the customer can make a reservation
which is how many persons who will going to stay in one room. This is because when the walk-
in customer is around 30 persons, there is not fit for them when the hotel is in peak time.
However, when the person who make a booking on it, so that the employee can help to arrange
the quantity of room for them before they come. So, the customer does not need suddenly to
change the room or hotel because they have already made a booking.

Secondly, the application will increase the population of EDC Hotel. The customer can
review our hotel and facilities by using this application. The environmental of the hotel also will
show at the application because the relaxing environment will attract others to come visit our
facilities and enjoying the food at EDC Hotel. The comfortable environments provided to the
customers in order to have a good mood to enjoy staying in our hotel.

Besides that, thus this application also will show the promotion of our hotel to the
application users. This is because the promotion will attract them to visit our hotel again. The
customer can enjoy their night at the same time they also will get rebates. So, they will think that
is worthy. This application is the way to promote advertising information effectively.

Lastly, this application will enhance the competitive advantages of EDC Hotel. This is
because now is the technology age, the technology will attract teenagers to try a new thing.
Besides, the customer instead of huge cash to the restaurant, so let them avoid in a rob case. The
use of application is very rare in Malaysia, we believe that this modern technology has a
competitive advantage if compare with others hotel. It can push many customers, the hotel will
expand and stabilize the customer source, thereby enhancing the hotel competition country and
bringing rich income to the hotel operation.

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Part B: Describe what you believe to be the key elements of physical evidence revealed in
the blueprint and discuss how they influence the customer’s experience

I. The ambience and decor of hotel

EDC Hotel has the color palette and décor option it become a signature as known for
their wide variety of décor collections. The customers respond well to a space that is not
too cluttered and not bare, so artwork and wall hangings should be chosen thoughtfully
by hotel manager so the customer will complement those decors while enjoy the facilities
in our hotel. Besides looks, comfort is another important factor that impact the ambience
in a hotel. To ensure the toilet and bed in the hotel are stunning but if there are too small
or big and make their customer uncomfortable. The customer will be spending a
considerable amount of time in a hotel. The staffs need to ascertain exceptionally
comfortable furniture for them to sink into so we can build a loyal customer base for
EDC Hotel.

II. A good transport rental or pick up and drop off service for customer in hotel
We decided to implement transport rental or pick up and drop off service in the EDC
hotel. The transport rental is a service that provide vehicles likes motorcycles and cars for
rent to the customers. This is an important new service for EDC hotel because the
surrounding of EPC hotel is out of the way from city and surrounded with the jungle. It is
boring and does not have any other entertainment for customers to relieve boredom.
There are many wonderful places near to EDC hotel that is Dannok in Thailand. From
EDC hotel to Dannok only take 30 minutes to reach custom of Malaysia and Thailand.
The customer can use this car rental service to go to anywhere that they like such as Alor
Setar took about 1 hour 30 minutes and enjoy the beauty of a city in Kedah. EDC hotel
also provide the pickup and drop off services to with private driver. With this service can
let customers have a relax, safety and comfortable rest after taking from the airport and
straight go to the EDC Hotel. The advantages of this service are customer does not need
to find the taxi or grab or drive by themselves from their origin state or country. They
also can use transportation service that provide by EDC hotel to go anywhere without
their own car. Customer should book the pick-up and drop off services when they are

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 booking their room through the EDC hotel website. The transport rental services also can
book through the EDC hotel website or the reception counter.

Part C: Identify and describe the potential bottlenecks (points in the process where
backups or slow delivery may occur) and/or fail-points (points in the process where
problems may occur).

I. The quality of Service Provides

Service quality in the hotel industry becomes one of the most important factors for gaining a
sustainable competitive advantage and customers’ confidence in the highly competitive
marketplace, and therefore service quality can give the hotel industry a great chance to create
competitive differentiation for organizations. A successful hotel delivers excellent quality service
to customers, and service quality is considered the life of the hotel. The hotel may have service
quality problem such as cleanliness of the hotel room, efficiency of the employee and many
more. The service quality problem will affect the customer satisfaction and loyalty. If the hotel
does not provide good service quality to the customer, the customer will not come and stay at the
hotel again for the next time. This will make the hotel lost the customer and reduce the
organization and profit.

II. Cleanliness

The hotel management need to make sure that the lodging rooms have clean, odor-free, eco-
friendly and spacious conditions. This would help to drive more visitors to your hotel. As hotel
businesses usually operate around the clock and slow periods in which staff can conduct some
minor cleaning are never guaranteed and many companies choose to hire a professional cleaning
service. This is the best way to ensure that all the requirements are met, and it doesn’t mean you
have to take valuable time out of your day to enforce the fact that everything is completed.

III. Security and Safety

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The hotel industry is highly vulnerable to frauds and other forms of felonies, namely burglaries,
assaults, and cybercrimes. The consequences of these criminal episodes are unforgiving, causing
hotel owners a loss of revenue, reputation, and customer loyalty. As a result, security is a
garnering investment that hotel owners are willing to make in order to protect their guests from
the above-mentioned criminal offences. The guest who comes to a hotel comes with an
understanding that he and his belongings both will be safe and secure during his stay at the hotel.
When guests stay in the hotel, they expect the hotel to take complete responsibility for their
safety. They look forward to staying in a room with access to themselves and the housekeeping
staff when needed.

Part D: Suggest possible solutions/alternatives to address these potential problem areas.

As an effective solution, I’m suggesting here to provide some training for every hotel
staff. For consistent service, all the employees need to be on the same page. They need to know
how the systems and procedures in the hotel work. From simple things like how long check-ins
to check outs should be to more elaborate things like how the room set ups should be or how
certain dishes should be plated in the restaurants. Besides training, EDC hotel can have some
special incentives for the staff that provides good quality service. This shall push the employees
to raise the quality of service at the hotel. EDC hotel also can improve their service towards
greater personalization and automation. It is important that staff know who their guests are, can
greet them by name, and use their knowledge of guest habits and preferences to make their stays
more enjoyable. Achieving this may rely on the use of increased quantities of data, which should
be made available to the relevant staff members. In terms of automation, the use of property
management systems can allow many of the repetitive and time-consuming processes in hotel
administration to be handled automatically, thus leaving staff free to focus on guests. Giving staff
more time in this way can be a very effective way of making the service on offer much better,
especially when staff have time to get to know guests as people rather than simply as items to be
processed through a system.

Besides that, I suggest that the hotel can have staff training to improving housekeeping
job performance for hotel cleanliness issue. The training is to teach the housekeeping staff on

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how to implement safe and hygienic sanitization practices as well as provide personalized
service to guests. It is also important for the housekeeping staff to understand the key role they
play in a hotel’s profitability by providing clean spaces for valued guests to conduct their
business and leisure activities. Other than that. it’s vital to care for laundry equipment with
proactive maintenance. The laundry equipment is one of the pillars of a high-functioning
housekeeping department. The hotel management need to have a checklist of important
procedures for the team to follow provides essential guidance and creates accountability. When
the equipment’s performance slacks, housekeeping is unable to execute job responsibilities and
that trickle-down effect can negatively impact the guest experience. The hotel also can adopt
effective housekeeping technology solutions empowers staff to make smart job decisions,
increases employee productivity, and allows hotels to optimize room inventory which lead to
ultimately raising guest satisfaction scores. The technology can give information about the real-
time status of rooms is key because the goal is to reduce the time guests must wait before
entering their accommodations. Housekeeping must determine what rooms are to be cleaned in
priority order, while accounting for guests checking out late and accommodations that are large
or more challenging to get in order.

Lastly, I would like to suggest EDC hotel to install the intelligent access control systems.
Installing access control systems allows only authorized individuals to access the rooms and
amenities, controlling who goes where and keeping suspicious entities at bay. High-technology
firms, namely Lintech have introduced intelligent RFID-enabled access control system that can
track the movement of people and assets, dissuading criminals from gaining unlawful entry into
the guests’ rooms. EDC hotel also must employ technology to improve surveillance. The
technology will help the hotel to protect their guests from thefts and other crimes. Modern
technology has a pivotal role to play in keeping hotels secure. Technology has enabled firms to
introduce surveillance products that are powered by artificial intelligence, deep learning video
analytic algorithms, and biometric technologies. For instance, the deep learning face-detection-
and-recognition system is connected to search engine applications, enabling the hotel
management to monitor and track the people visiting the hotel. Similarly, the hotels of future are
expected to rely on artificial intelligence to enhance user experience while ensuring the safety of
their guests. Smart digital technology and intelligent cloud-based systems are offering new ways

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to improve the level of security in hotels. Built-in audio and motion detectors, active tampering
alarm systems, and remote video solutions help the security staff identify intruders and alert the
intervention team to take the necessary action.

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6.0 CONCLUSION

In conclusion, EDC Hotel and Resorts Sintok provides service and product to the
customer. It consists of many components including accommodation, transport and excursions,
food and restaurants, souvenirs, and the infrastructure that supports EDC-UUM. It has a both
advantages and disadvantages.

According to the situational analysis, there are many facilities available for the customer
such as free high speed WIFI, swimming pool, dining restaurant and so forth. It is also a good
destination for people to organize events and functions at there. However, the choices of food are
limited. EDC Hotel also faced the common problem that faced by others company which is
competing with the direct and indirect competitors.

Steps can be taken by EDC-UUM management team is to form a working committee

plan. The plan should focus on the service quality, food quality and things that will helps to boost
the revenue of the hotel. Other than that, they should plan some marketing strategy to alert
potential customers on the new features that they are offering. The spirit of “Home of Guest”
should be uphold and the hotel should upgrade with their service quality.

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