Eastin Hotel Penang Case Study

Introduction
Our group is choosing Eastin Hotel Penang as our group assignment topic at BHHC2123 Managing Guest Service subject. The reason we choose this hotel is because of our friends are currently working in this organization. Therefore, we can get the information through our friends according to what the question had been given. Besides that, there are two Eastin Hotel in Malaysia, one is Eastin Hotel at Petaling Jaya and another hotel which is Eastin Hotel at Penang. In this assignment, we will cover the area of tangible and intangible service product, organization culture, vision mission of the hotel, co production of Eastin Hotel, the skills and the abilities of the employee, and others.
1.0Background of Eastin Hotel Penang
Eastin

Eastin Hotel Penang is trying to make their room which reach the customer’s expectation. The hospitality products have to fulfil their customer’s needs and wants in certain level ( (Kotler, 2003). Others than the hotel room, hotel restaurant, gym room, ballroom and others also one of Eastin Hotel Penang tangible product. Eastin Hotel Penang is providing luxury tangible service product in order to meet the customer’s satisfaction. The key to sell the tangible product is let the guest to evaluate those product through the visual comparisons (Egelhoff, 2012). On the other hand, Eastin Hotel Penang also provides intangible service to their guests. For instance, valet parking, shuttle services, laundry, shoe polishing, concierge service and others. While selling intangible products to the guest, the hotel must able to create a picture in their guest’s mindset, since the guests are unable to see or touch the product. For example, the hotel need to have some advertisement shows that how comfortable the environment of the hotel, otherwise the guest may not know how good is the environment (Egelhoff,

Since hotel has a lot of intangible service product, therefore they need to use their tangible product to provide tangibility to their intangible service product. The indoor design will affect the mental status, performance and others since most of the people are spending fifty percent of live in indoor environment ( (Sundstrom, 1994). Therefore, the hotel had to make sure their employee and guest stay in a good environment.
The organization should propose something in order to create an image into their customer’s mindset. Without a clear picture, the customer may not know what kind of service the organization is offering. Eastin Hotel Penang using the arrow signs on the wall to show the direction of the emergency exit.
Besides that, Eastin Hotel Penang also using the design of a little house cover with ice (appendix 3) when the Christmas is around the corner. This can show the hotel using the design to make their guest feel the Christmas ambiance which is intangible. Pine and Gilmore (Pine BJ, 1998) propose that one of the intangible of a service characteristic is the value of the experience by the