A breakthrough on enhancing customer service quality with the formulation of strategic management at Sutera Inn Prima / Nur Zarawati Mohd Zain

Mohd Zain, Nur Zarawati (1998) A breakthrough on enhancing customer service quality with the formulation of strategic management at Sutera Inn Prima / Nur Zarawati Mohd Zain. Degree thesis, Universiti Teknologi MARA, Terengganu.


Eversince men started trading he has been looking for a more effective way to maximize business efficiency. Business efficiency as such as quality product and service, understanding the need and wants clearly and others. Having a good idea is only part of an innovative business or marketing concept. Convincing others that it is a worthwhile proposition is perhaps the most difficult aspect, along with putting it into action.
Sutera Inn Prima as one of the leading hotel company in Kelantan requires better marketing strategies in pursuit of its establishment with the existing of strengths, weaknesses, opportunities as well as threats. As a matter of fact, Sutera Inn is still in its introductory stage and require more and better marketing strategies in accomplishment of its mission and vision. Generically speaking, it needs more improvement in terms of its service provided, better allocation of all the resources as in capturing larger target market domestically as well as internationally.
In a general sense, Sutera Inn is facing several problem in pursue of its establishment and achievement. There are several problems that have been identified as such as lack of promotion and have a quite high retention rate. In addition, frequent customers complaints about the hotel service and others also remain as a problem for Sutera Inn Prima.
In the quest of providing better and efficient service in order to enhance customer service quality, strategic management is applied in solving the stated problems. So as to overcome the shortcomings there are several marketing strategies developed to cope with the current


Item Type: Thesis (Degree)
Email / ID Num.
Mohd Zain, Nur Zarawati
Email / ID Num.
Thesis advisor
Dollah, Hussian
Subjects: H Social Sciences > HD Industries. Land use. Labor > Small business. Medium-sized business
H Social Sciences > HD Industries. Land use. Labor > Management. Industrial Management > Planning. Business planning. Strategic planning
H Social Sciences > HF Commerce > Business
H Social Sciences > HF Commerce > Consumer satisfaction
H Social Sciences > HF Commerce > Customer services. Customer relations
Divisions: Universiti Teknologi MARA, Terengganu > Dungun Campus > Faculty of Business and Management
Programme: Bachelor of Business Administration (Hons) Marketing
Keywords: Sutera Inn Prima ; Customer Service Quality ; Strategic Management ; Business Efficiency
Date: October 1998
URI: https://ir.uitm.edu.my/id/eprint/59828
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