INTRODUCTION OF HOTEL SERI MALAYSIA

Company’ s Logo
As shown in Figure 1, Hotel Seri Malaysia’ s logo consists of gold colour that means
it is associated with prestige, luxury and material wealth. This shows that the service in
Hotel Seri Malaysia is expensive and exclusive. Other than that, gold colour can induce
great feelings of happiness, so each customer that comes to this hotel will feel happy.

The exotic flower in the logo can be named as oleander flower. The use of flower in
this logo is as a unique way to show the company thanks and appreciation to employees, co-
workers, and customers. The flowers have five petals to resemble the five concepts that this
hotel applied which are cleanliness, facility, comfort, courtesy and equation.

History of the Company

Rangkaian Hotel Seri Malaysia Sdn. Bhd. was incorporated in 1994 with the objective
to increase medium-cost accommodation facilities and to increase Bumiputera entrepreneur
involvement in a well and systematically guided hotel operation.

Undoubtedly Hotel Seri Malaysia is growing. Within the period of 16 years, they are
proud to claim that the largest hotel chain in Malaysia is none other than Hotel Seri Malaysia.
They presence in 21 location with a total number of rooms in excess of 2,095 units
strategically located at various location namely Alor Setar, Sungai Petani and Kulim (in
Kedah), Bayan Baru and Kepala Batas (in Pulau Pinang), Ipoh and Taiping (in Perak),
Bagan Lalang (in Selangor), Port Dickson and Seremban (in Negeri Sembilan), Johor Bahru
and Mersing (in Johor), Rompin, Kuantan, Temerloh and Genting Highlands (in Pahang),
Marang and Kuala Terengganu (in Terengganu), Kangar (in Perlis) and Lawas (in Sarawak)
epitomize their existence and objective.

All of their hotels are fully equipped and fitted with facilities and amenities to cater for
various needs such as fully air-conditioned rooms, ASTRO, MICE facilities, business centre,
swimming pool and others.

Their philosophy is simple as that of when they take care of their customers, they will
continuously willing to take care of customers and they do believe that their guests will
always be pampered by the abundance of choices throughout the country.

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 Hotel Seri Malaysia Temerloh is nestling at the bank of the beautiful Semantan river,
amidst quiet and peaceful ambiance, surrounded by soothing greeneries, 130km from Kuala
Lumpur, served both by the East Cost Highway and the Kuantan-Kuala Lumpur trunk road.

The old name for Temerloh is Kuala Sementan, originated from Brunei Silat exponent
(a Malay martial art). Who practice and teaches the art to the locals by the name of Osman,
who was later called Seman. Temerloh town sites at the confluence of the Pahang and
Sementan rivers, which it why it is rich with fresh water fish such as Patin (silver catfish).
Jelawat, Baung, Tenggalam, Lampan, Belida, Tilapia and Kirai. As the home of the Patin
fish, the Temerloh folks have special dishes that bring out the best taste of the fish named
ikan patin masak tempoyak and the ikan patin asam rebus.

Hotel Seri Malaysia Temerloh aim to make their customers’ business trip a breeze
and holiday perfect, through friendly charm and gentle hospitality. This hotel also lined with
professional and well-trained workforce that will give the customer the best service. This
hotel applied the five concepts which are:
1. Cleanliness – The hotel emphasizes the cleanliness in every aspect.
2. Facility – Every facility are provided for customers used.
3. Comfort – Make customers feel comfort is very important.
4. Courtesy – Implement courtesy when serving the customers.
5. Equation – Provide the same services to each customer without discrimination.

Services of the Company

Hotel Seri Malaysia Temerloh provides services such as accommodation, food and
beverages, meeting and conferences, other services and facilities. For accommodation,
HSM Temerloh provides 100 fully air-conditioned single, double and family rooms. All rooms
are provided with hot water heater, colour television, and has simply decorated rooms with
wooden furniture and carpeted floors.

This hotel’ s restaurant, Café Seri Semantan serves a variety of local halal food and
western food. Customers can start their day with a breakfast buffet before exploring the
surrounding area. To cater for private functions such as dinner or high tea, this hotel also
has Banquet Hall. HSM Temerloh also has multi-functional hall and rooms that ideal for
conferences, meetings and other events named as Dewan Jelawat, Dewan Kiara, Dewan
Patin, Dewan Sri Semantan and Semantan Perdana 1 and 2.

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 Other services that provided by this hotel are daily housekeeping service, laundry
service, ample parking, facsimile service, taxi or car rental, 24 hours security, 24 hours
reception and message service, and safe deposit box.

Mission and Vision of the Company

Mission
To provide the highest standard of quality in its management and operations by ensuring a
strong and dynamic workforce, constantly improved core values and on-going innovation to
satisfy the needs of customers.

Vision
To be a forefront Home Grown Hotel chain.

Organization Chart
As refer to Figure 2, Hotel Seri Malaysia uses a functional organizational structure,
which also called as a bureaucratic organizational structure. This structure divides the
company based on specialty. It grouped employees together based upon the functions of
specific jobs within the company. For this company, they are divided into 3 departments
which are:
 Administration and General Department

 Customer Service Department

 Operations Department

Each department have their own divisions. For Administration and General
Department, the division involved are Human Resource, Accounts and Sales and Marketing.
For Customer Service Department, it consists of Front Office, Food and Beverage and
Housekeeping. While for Maintenance and Kitchen, they are under Operations Department.

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 EXPLANATION OF THE CURRENT SYSTEM

Hotel Seri Malaysia has several systems that are being using in their hotel. One of
their systems is Customer Complaint System. In this hotel, they are still using customer
complaint form. The customers need to fill the form to make any complaint toward the hotel.

The complaint form is being place in every room in their hotel to make easier for their
customer or they can be obtaining the complaint form from the front office. To make the
complaint, the customers need to fill in every detail requirements inside the form for making
complaining toward the hotel. After the customers fill in the form, they need to send or post
the complaint form by themselves directly to the hotel headquarter located Bangsar, Kuala
Lumpur for the action to be taken by them.

After the headquarters receive the complaint forms, they will review the complaint
first to make sure the validity of the complaint that they receive. Next, after the headquarters
review the complaint form, they will make a letter regarding the customer complaint and sent
it to the responsible hotel branch according to the complaint made by the customers.

Manager of the hotel branch receive the complaint letter send by the headquarters
and examine the complaint received toward its hotel. Then, the manager also will identify
the problems from the complaint and instruct the person responsible for the complaint to
take action regarding the complaining. The person who is responsible for the complaint will
take an action toward the complaint and they also need to prepare the report regarding the
complaint received. Lastly, the report will be sent to headquarters for follow-up.

The time consuming to complete this entire step for the action to be taken from the
complaint those have been made from the customer toward the hotel take quite long
duration. The duration estimates around two weeks from the date of the customer fill in the
customer complaint form.

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 OBJECTIVES OF THE CUSTOMER COMPLAINT SYSTEM (CURRENT)

In Hotel Seri Malaysia Temerloh, they are using customer complaint system.
Customer complaint system has several objectives toward their hotel:

1. To maintain the reputation of the hotel

One of the objectives of the customer complaint system in Hotel Seri Malaysia
Temerloh is to maintain the hotel’ s good reputation. This hotel will take appropriate action
for any complaint that have been made toward their hotel to ensure the comfortably of their
customers. Positive news is spread about their hotel through word of mouth among the
customers and gives good reputation regarding the hotel when the hotel’ s makes it a
priority to handle customer complaints. The reputation of a company also is an intangible
asset that can add for the hotel.

2. To encourages the improvement of their services needed in the hotel

From the complaining received by customers of Hotel Seri Malaysia Temerloh, it is
allows the management to see where the service or accommodation that needed an
improvement to increase their services provided to their customers. The hotel management
can evaluate the service given by their staff are living up to their customer expectations or
not and if it not living up to their expectation, the hotel can attempt to make improvement to
satisfy the customer expectation.

3. To increase the trust and loyalty of the customer has toward the hotel
Through action taken by hotel management toward the complaint being made by the
customers, it is to shows that the hotel cares about its customers by taking time to find a
workable solution to solve the complaint that have been made. Hotel Seri Malaysia
Temerloh want the customers feel that they are a valuable asset in this hotel and feel trust
toward this hotel and become a loyal customer.

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 PROBLEM STATEMENT

Fishbone Diagram

Cause Effect

Check In Restaurant

Low Quality of Service

Inefficiency of
Receptionist
Limited Choice of Food and
Beverage
Unfriendly of Receptionist
Order takes too long
Customer
Complaints
Cleanliness of Room and
Bathroom
Not Strategic Locations
Plain decorations

Not Enough Parking

Low Quality of Amenities

Less Security
Limited Internet Connections

Rooms
Facilities

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FLOWCHART IN MAKING COMPLAINT (CURRENT SYSTEM)

Start

The customer send the complaint to Headquaters

Headquater receive the complaint form

Headquaters send letter to the hotel branch manager

Hotel branch manager instruct the responsible

person (maintanence, customer service staff)

Maintenance staff takes action and prepare report

Hotel branch manager send report to Headquaters

End

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 INPUT OF THE CURRENT SYSTEM

According to Human Resource Manager, Miss Hidayah she said that Hotel Seri
Malaysia Temerloh customer complaint system are still using manual process. The
complaint form is place in every room for the customer to fill in if they have any complaint
about the Hotel services. After the customer finish fill in the form they need to send their
letter of complaint to the Headquarters of Hotel Seri Malaysia.

Besides that, the form required the customer to fill in about their information such as
their Room Number, Date of Check-in and Check-out, Name, Mailing address, Email
address, Date of birth, Telephone number, and Name of Organization or Company. All of
this input information is important and needed by the management to keep in touch and
follow up with the customers that make the complaint.

The form have been divided into some sections which are the mode of reservation
that customer use, check in and check out process, the room and bathroom quality, the
restaurant and room services, meeting and seminar room and the other services and
facilities. There are also a column that provided for the customer to write down about their
complaints. Therefore, the input of their customer complaint system is the complaint form.

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 OUTPUT OF THE CURRENT SYSTEM

The customer complaint system in this Hotel Seri Malaysia Temerloh have involved
with seven steps. In order for the management to gains the output from the current system,
they must follow the steps one by one accordingly. The time to be taken by the process also
quite long because its takes about two weeks to respond for the customer complaint.

In additions, the complaint from the customer will be handle by the hotel branch
manager who send instructions to the responsible person to take charge. Then, the
responsible person will take action and prepare report for the customer complaints. The
report that have been developed will become the output of their current system for the
customer service.

The report will be written manually by the person who responsible for the complaint
and its will be send to the headquarters of the hotel. It is also will content a several items
such as the customer information, the customer complaints and the evidence whether the
management at Hotel Seri Malaysia Temerloh have taken actions to the customer complaint
like any purchase item involved. After all the process between the hotel branch and its
headquarters done, finally the customer will get their feedback for the complaint that have
been made.

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 OBJECTIVES OF THE NEW SYSTEM

1. To increase the level of customer satisfaction

The first objective of our proposed system is to increase the level of customer
satisfaction. From our interview with the Human Resource Manager, Miss Hidayah stated
that their current customer complaint system are still using manual. They have placed the
complaint form in every room for the customer to use if they not satisfied with any other of
the Hotel Seri Malaysia Temerloh services. We develop the new system to increase the level
of customer satisfaction by eliminating the many step in the process of the form between the
management and customer that want quick respond for their complaint.

2. To cut cost and time consuming

Besides that, the second objective of our new system is to cut cost and time
consuming. The current system that they have implemented take quite a long time and used
a lots of cost. The customer need to wait for about two week before the headquarters of
Hotel Seri Malaysia Temerloh respond to their complaints. Not just that, the current system
used a lots of cost because they need to make and print out the form of complaint in bulk
number according the needs to collect their customer complaint. The new system we will
develop can cut cost and time consuming because it have eliminate some step and time
taken in the current system. We want the customer of this hotel to get as soon as possible
help and respond to their complaint.

3. To enhance the accuracy and security of data about customer information

Lastly, the objective of our proposed system is to enhance the accuracy and security
of data about customer information. The Human Resources Manager also tell us that their
current system sometime have no accurate in the process of key in the data because they
are using man power. This is because human may sometimes not insensitive and careless
in doing their work. The new system that will be made by us will make it easier for man
power to detect any error that may occurred while they key in the data. Furthermore, the
new system are more secured for keeping Hotel Seri Malaysia Temerloh customer
information from missing and been hacked by any virus.

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 SCOPE OF THE NEW SYSTEM

Scope is the number of person who involved in a process or an activity. Our

proposed system will involve certain people who are customer, headquarters management,
branch manager, and responsible staff. Those people have their own role in the process of
the customer complaint.

Customer is the main user in the process of making complaint. They have the right
to voice out their dissatisfaction regarding the hotel’ s service because they pay for the
service. Besides, it is the responsibility of the hotel management to provide the best service
to the customer. As we mention before, when they have fill in the online survey form, the
headquarters management and the branch manager will be notified with the complaint
before the next action being taken. After they have recognized kind of problem experience
by the customer, they will determine the best possible action to be taken. Thus, one of their
roles is to be alert with any unexpected complaints make by the customer.

The role of the branch manager is to give instruction to the responsible staff to take
action in order to respond to the customer’ s complaints. The customer’ s complaint should
be considered thoroughly to improve the hotel performance or service. Other than that, the
responsible staff is the person who takes action to satisfy the customer. They need to do
their best to resolve the problem or complaints make by the customer. For example, the
customer might complaint that the lighting glare in the room is too much that hurt their eyes,
so the hotel branch management need to do something.

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 SYSTEM BENEFITS/SIGNIFICANT OF THE PROJECT

Every system has its own features that give benefit to the organization or to internal
and external customer. But some system/process also has some weaknesses that need to
be improved. As we know, the previous system/process for customer complaining has their
weaknesses and limitation. Thus, we have proposed a new process to be implemented in
Hotel Seri Malaysia, Temerloh to easier everyone involved in the complaining process. It
has some significant that can benefit the customer, management in Hotel Seri Malaysia
Temerloh, and others.

Firstly, the significant is the proposed process can enhance customer satisfaction.
As we know the previous process requires the customer to fill in the survey form and submit
it herself/himself to the Headquarters of Hotel Seri Malaysia when they want to make any
complain regarding service of the hotel from any branch. Thus, such processes are very
complicated to the customer. The customer may feel burdensome with the previous
process. With the implementation of the new process/system, customer will be very
satisfied. This is because; the new process not only easier their process in making
complaint, but also help to solve their dissatisfaction with current process.

Secondly, the proposed processes are more efficient. This is because, the proposed
process reduce the time taken in making complained and reduce the cost to submit the
survey form. From our interview with the HR manager, she said that it takes almost 2 weeks
for them to take action after the customer make complaint to the Headquarters of Hotel Seri
Malaysia. Our proposed process cut some unnecessary step in making the complaint.
Thus, it will help to reduce the time taken from 2 weeks to only 4 days. In addition, it helps
to reduce cost because before this, the customer needs to pay for the envelope and stamp,
so it may incur some cost for the fuel, envelope, and stamp. The proposed system requires
the customer to just fill the online survey form, so there is no cost incurred.

Next, another significant is the proposed system/process is user friendly, meaning

that everyone involved in the complaining process are very comfortable with the process.
There is no need for the management in the headquarters of Hotel Seri Malaysia to being
notified of the customer’ s complaint by using letters to the branch manager in Hotel Seri
Malaysia Temerloh. Meanwhile, they can access the customer complaint from the system
that we want to propose. There is no need the use of letter anymore.

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 Lastly, another significant of this proposes system is customer complaint can be
resolved more quickly. This is because everyone can be notified by the problem in the
service and the customer dissatisfaction more quickly. As we mention before in the
flowchart, in order to make complaint, there is 7 steps involve all together before action can
be taken to respond the customer’ s complaint. It is differing from our proposed system that
involve only 5 steps to solve the problem relate with the customer’ s complaint. Hence, our
proposed system is better than the current system of making complaint in Hotel Seri
Malaysia, Temerloh.

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 FLOWCHART IN MAKING COMPLAINT (PROPOSED SYSTEM)

Customers fill in the online survey form in system

Headquarters of Hotel Seri Malaysia and branch manager review the complaint

Branch manager instruct the responsible staff take action

Responsible staff takes action and prepare report of the action taken

Customer review record of the complaint in system

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 INPUT OF THE PROPOSED SYSTEM

As we mention before, we proposed a system to easier customer to make complain.

The system also requires the customers to fill in the online survey form. In the online survey
form, there is some details information about the customer need to be completed by the
customer. The input for the proposed system is the customer’ s detail information.

In contrast with the current system, the customer need to put some details about
them including their mailing address, date of birth, and name of organization/company.
However, for our proposed system, we suggested that customer do not need to give their
mailing address, date of birth and name of organization because we think that it is not
necessary. Besides that, we think those information is quite confidential to be exposed
easily.

After they had key in their information in the system, they need to choose a list of
complain that might relate with them. Everyone may have different complaint and
dissatisfaction regarding service provide by the hotel. There are column parts that need to
be completed by the customer. There is also blank space in the system for the customer to
leave suggestion and comment regarding the hotel.

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 OUTPUT OF PROPOSED SYSTEM

As we mention before, after the customer’ s complaint have being notify by the
responsible person and action necessary have being taken, the responsible staff will
complete the report in the system and mention their action taken in order to respond to the
customer’ s complaint.

Customer can review the record of their complaint in the system along with the action
taken by them. In the list of customer complaint record, there are few columns which are
column for date of complaint, complaint series number, hotel branch, type of complaint,
seriousness of the complaint, causes of the problem, people involved, the action that have
being taken and status of the complaint.

The use of our proposed system is very effective because everyone can review the
record from the system. The record is available to be access by everyone such as
customer, branch manager, headquarters management and people involved. It also can be
access at anytime and anywhere.

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 APPENDICES

Figure 1: Hotel Seri Malaysia’ s Logo

GENERAL MANAGER

ADMINISTRATION AND CUSTOMER SERVICE OPERATIONS

GENERAL DEPARTMENT DEPARTMENT
DEPARTMENT

Human Resource Front Office Maintenance

Accounts Food and Beverages Kitchen

Sales and Marketing Housekeeping

Figure 2: Hotel Seri Malaysia’ s Organization Chart

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Figure 4: Customer Complaint Form

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