29 CURRENT SITUATION AND SOLUTIONS TO FURTHER IMPROVE CUSTOMER SERVICE AT LA BATISSE HANOI HOTEL

MINISTRY OF FINANCE ACADEMY OF FINANCE - - NGUYEN THI CHI CQ55/51.04 GRADUATION THESIS TOPIC: CURRENT SITUATION AND SOLUTIONS TO FURTHER IMPROVE CUSTOMER SERVICE AT LA BATISSE HANOI HOTEL' Major : English for Finance and Accounting Student Code : 17522202010101 Lecturer : Dr Tran Thu Hoai HA NOI – 2021 DECLARATION I hereby declare that this dissertation is a presentation of my original research work and has not been submitted before to any institution for assessment purposes Furthermore, I have acknowledged all sources used and have cited these in the reference section ABSTRACT In any field of business activities, taking care of customers during the sales process and taking care of customers after the sale is indispensable, greatly contributing to the success of the business Customer care and satisfying their needs is an issue that currently attracts a lot of attention from managers Customer needs are always changing, what is considered good today may not be considered good by tomorrow's standards, the role of the customer to the company is extremely important Customers can bring prosperity to the company and can also bring the company down Companies need to view their customers as a financial asset that needs to be managed and maximized just like any other asset Customers are one of the company's most important assets and moreover their value is not even found in the company's book records That is the reason why I made the topic: “Current situation and solutions to further improve customer service at La Batisse Hanoi Hotel” as my graduation thesis Hopefully, through this topic, I myself have the opportunity to expand my knowledge and learn valuable experiences in business activities at the hotel and contribute solutions to improve and promote the hotel customer care TABLE OF CONTENTS DECLARATION .I ABSTRACT II TABLE OF CONTENTS III ACKNOWLEDGMENTS VI INTRODUCTION CHAPTER 1: RATIONALE FOR CUSTOMER AND CUSTOMER CARE 1.1 SOME CUSTOMER CONCEPTS AND CUSTOMER CLASSIFICATION 1.1.1 Customer concepts .3 1.1.2 Classification of customers 1.1.2.1 Based on the relationship with the business 1.1.2.2 Based on business loyalty 1.1.3 Customer role .5 1.2 THEORY OF CUSTOMER CARE 1.2.1 The concept of customer care 1.2.2 Functions of the customer care department 1.2.3 Some principles of customer care 1.2.3.1 Sell what customers need 1.2.3.2 Care according to customer groups 1.2.3.3 Care according to the purchasing process 1.2.4 Customer care methods 10 1.2.5 Benefits of customer care activities 11 1.2.6 Factors affecting the quality of customer care services in hotel businesses 11 1.2.7 Customer care culture 13 1.3 CONCLUSION OF CHAPTER .14 CHAPTER 2: CURRENT SITUATION OF CUSTOMER CARE AT LA BATISSE KIM MA HOTEL 15 2.1.1 Location and map 15 2.1.2 Brief history of establishment and development of the hotel .15 2.1.3 General functions and duties of the hotel 16 2.1.4 Services 16 2.1.5 Labor organization in the hotel 17 2.1.6 The main resources of the hotel 18 2.1.6.1 Technical facilities 18 2.1.6.2 Technical facilities for accommodation 18 2.1.6.3 Technical facilities for catering .19 2.1.6.4 Technical facilities for additional services 20 2.1.6.5 Human Resources 21 2.1.6.6 Capital .22 2.1.7 Business results of La Batisse Hanoi Hotel over the years 22 2.1.7.1 The situation of guests coming to the hotel over the past .22 2.1.7.2 La Batisse Hotel's business results for years (2019-2021) 23 2.2 EVALUATION OF CUSTOMER CARE AT LA BATISSE HANOI HOTEL THROUGH CUSTOMER OPINIONS 24 2.2.1 Overview of the survey sample 24 2.2.1.1 Information about the survey form - Survey form: Interview through a questionnaire 24 2.2.1.2 Information about the subjects of the survey 25 2.3 SURVEY RESULT ANALYSIS 28 2.3.1 Channels that customers find out La Batisse Hotel 28 2.3.2 Times for customers' accommodation 29 2.3.3 Factors affecting to customer decision in choosing hotel 30 2.3.4 The reason why customer choose La Batisse Hotel 31 2.3.5 The ability to return the hotel .32 2.3.6 Customer reviews about product elements 32 2.4 EVALUATING THE CUSTOMER ABOUT HUMAN FACTORS 34 CHAPTER 3: RECOMMEDATIONS TO IMPROVE CUSTOMER CARE SERVICES IN LA BATISSE HANOI HOTEL 38 3.1.1 Market research 38 3.1.2 Improving capital efficiency .38 3.1.3 Cost savings .38 3.2 THE HOTEL'S TASKS IN THE COMING TIME 39 3.3 SOME SOLUTIONS TO IMPROVE THE QUALITY OF CUSTOMER CARE OF LA BATISSE HANOI HOTEL IN THE NEW PERIOD 40 3.3.1 General solutions .40 3.3.1.1 Limitations 40 3.3.1.2 Solutions 41 3.3.2 Specific solutions .42 3.3.2.1 Improve the system of technical facilities .43 3.3.2.2 Improving the quality of the workforce 43 3.3.2.3 Orientations on customer care work for the hotel in the coming time .46 3.3.2.4 Strengthen advertising activities and regularly receive customer feedback .47 3.3.3 Other solutions 47 CONCLUSION .49 REFRENCES 51 APPENDIX 53 ACKNOWLEDGMENTS First of all, I would like to express my sincere thanks to the Faculty of Foreign Languages, Academy of Finance, where I have studied and trained not only in specialized knowledge but also in life skills and experiences Valuable experience, imparted by teachers as well as previous generations, gave me a solid foundation to help me complete this graduation thesis well In particular, I would like to express my deepest gratitude to my teacher, Master Tran Thu Hoai, who wholeheartedly guided me throughout the process of completing my graduation thesis Next, I would like to thank the Human Resources Department, Sales Department, Restaurant at La Batisse Hanoi Hotel, where I was accepted for internship Thank you to the hotel staffs for always taking care of me and creating conditions for me to have the best practical experience, successfully completing the work of collecting secondary and primary data, my thesis also improved Finally, I am grateful to my family, classmates and those who have encouraged and supported me during the years I have been sitting in the lecture hall of the Faculty of Foreign Languages, Academy of Finance Hanoi, 19 th May 2021 Student Nguyễn Thị Chi INTRODUCTION Rationale of the study There are now more and more hotels being built and developed in the world and Viet Nam in particular It has been and is one of the most competitive majors in centuries of 21 For this reason, upgrading the client's loyalty is one of the important aspects of upping the ability to compete in the hotel industry as well as making sure the continuity of business So the question is: How to help the hotel succeed and become top? One of the most important factors is customer service that directly communicates with customers Customer service plays a very important role in improving the competitive advantage of hotel businesses, helping businesses to distinguish their image in the minds of customers, maintain existing customers, increase loyal customers and attract potential customers Customer service is a key activity in marketing activities of the business to direct the management activities of the business to customers to bring outstanding satisfaction to customers when using the service with good quality customer care In case the customers are satisfied with the services, they can be loyal clients and continue spreading good words to the hotel, in the event of failure, they may stop using services and not recommend, even review low ratings with different clients about hotels Therefore, with the desire to learn and improve customer care at the hotel, I chose to in-depth research on the topic "Current situation and solutions to improve customer care at La Batisse Hotel" to my graduation thesis Aim of the study  To systematize theoretical bases, practical problems, and knowledge related to research  To investigate how La Batisse Hotel could keep retaining their current customer satisfaction and loyalty, and simultaneously gain new customers to further improve their profit margins  To determine the level of customer satisfaction and challenges faced by their customers to establish strategies to enhance customer satisfaction  To gain a deeper understanding of the management approach in the hospitality industry and come up with solutions on how to help improve this important practice to maintain current customer loyalty and acquire clients new In this way, the profitability of the organization will be significantly improved Scope of the study The area of the study is customer service quality in a five-star hotel It’s focused on the dimensions of customer service quality from customer perspectives, particularly in La Batisse Hotel This study cannot be conducted on other hotels that require broader evaluations as well as some limitations such as time and funds The sample used for this study was 200 customers who interacted with the hotel Methodology In the study, the researcher will use both secondary and primary data Secondary data is data collected by others, used for other purposes or the same purpose of the study Primary data is data collected by the researcher by survey methods The author conducts questionnaires - based survey to collect primary data which provides customers' perceptions about customer care at La Batisse Hotel The data were collected at three different times during the day (morning, afternoon, and evening) to see the variation in response Organization Finally, all data is readily available in a format for statistical analysis The first part provides the introduction of the research The second part is the Development part including three chapters Chapter one discusses the relevant customer care literature Chapter two gives background and information about the case La Batisse Hotel, elaborates the methodology used in the study The third chapter presents the results and key findings of the research And finally, the last part is drawn conclusions and some suggestions to improve the current problems in the hotel CHAPTER 1: RATIONALE FOR CUSTOMER AND CUSTOMER CARE Some customer concepts and customer classification Customer concepts To survive, stand firm and maintain a position in the market, businesses first need to produce, provide products and services that meet the needs of the market, meet the requirements of customers, thereby profiting Customers are the goal that every business wants to aim for and also one of the factors that determine the survival of the business Therefore, all businesses seek to keep and attract more customers for themselves in many forms, through many tools including customer care activities Especially in the current risky and competitive business environment, satisfying the needs of customers through customer care activities is extremely important This activity will provide businesses with valuable and timely information, helping businesses quickly overcome competitors to meet the tastes and needs of customers So who are the customers? L.L.Bean(1912), a postal delivery company, is dedicated to customer-oriented: " customers are the most important to our facility They don't depend on us, we depend on them They're not outsiders, they're part of our business When we serve our customers, it's not that we're helping them, but they're helping us by allowing us to serve." In the most general understanding of economists, customers are all people (individuals, collective, or organizations) who need and directly or indirectly carry out transactions of goods or services with production facilities, businesses, shops The transaction method of customers can be buying directly, signing sales contracts, giving orders, recommending new items to buy and sell However, according to this definition, the concept of customers is incomplete because it does not take into account employees who work in such production facilities, businesses or stores Therefore, the concept of customers can be more generalized than: "customers are all the people we serve whether they pay for our services or not." 39.1.1.3 Orientations on customer care work for the hotel in the coming time - Maintain relationships with existing customers of the hotel, especially those who are familiar and long-term - There are preferential policies to attract customers - Innovating management methods, regularly taking care of customers with specific things, giving specific, methodical and professional customer care policies from the needs of customers, the psychology of customers those customers - Create a favorable working environment in which employees can easily exchange experiences in customer service - Proactively introduce new services or new policies of the client unit - Take the behavioral culture as the foundation This includes the behavior of leaders towards employees and vice versa, the behavior of officials and employees with the law, discipline and discipline of the enterprise, creating a friendly and sociable working environment - Find ways to impress new customers coming to the company for the first time, make sure your gestures and voice show interest in customers - Add more customer polls: Customer polls to know the feedback of customers about the hotel's products, every year should organize to collect customer opinions through polls Thanks to the survey, the hotel can know which aspects need to be promoted and which aspects need to be limited The survey must contain enough customer responses about prices, service, staff attitudes and customer care services The company should regularly conduct surveys to collect customer opinions to have appropriate policies Here is a customer poll: CUSTOMER POLLS Dear Mr/Mrs: Address : Phone number: In order to improve the quality of customer care services, we would like to know how customers rate the company's current service Would you please let me know your opinion? ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… 39.1.1.4 Strengthen advertising activities and regularly receive customer feedback Not every product that comes out is known without advertising For the hotel, too, not everyone knows about La Batisse Hotel, but especially the hotel's customer service and service Therefore, hotels should have timely and effective advertising and promotion policies to introduce to all customers about their products and services In addition to advertising and promotion, the hotel should regularly distribute customer polls, encouraging customers to spend less time filling out the form Through customer feedback, the hotel knows how high the quality of its customer service is, thereby promoting its strengths and overcoming its weaknesses Hotels must understand the feelings of customers to sell what customers need, not what they have 40 Other solutions - Improve the service process The process of serving guests in the hotel, if only following technical technology is not enough, but to create a unique feature, it needs to be accompanied by a style of reception and service For the process of serving guests in the hotel, it is necessary to complete the reception of guests, make the payment quickly and accurately, without keeping the guests waiting for long - Create a smooth coordination with other departments, especially the housekeeping, reception and sales departments to complete the information channels in the hotel, facilitating timely and accurate guest service - To increase business efficiency, one of the issues that managers care about is how to increase labor productivity Therefore, the hotel needs to pay attention to issues such as: going into the organization of labor in groups and teams; applying the principle of material incentives to associate responsibility with economic interests; to use and arrange labor reasonably in seasonality and time; there is a clear reward and punishment system to better stimulate labor, etc - Strengthen and maintain relationships with organizations and individuals who are regular customers of the restaurant - Have a flexible and flexible pricing policy In many cases, the break-even price must be accepted to keep customers - Create a good relationship with the departments and local authorities to enlist help CONCLUSION Today, when tourism is becoming more and more an indispensable need in people's lives, tourism business is also constantly developing and becoming a spearhead economic sector of many countries Along with the general development trend of world tourism, our country's tourism industry in general and hotel business in particular are constantly developing, becoming an important industry in the national economy With the rapid increase in the number of hotels in Hanoi Capital, it has not only met the needs of tourists, but also appeared fierce competition Therefore, in order to strengthen its reputation and stand firmly in the current market mechanism, La Batisse Hanoi Hotel has constantly strived to improve the quality of customer service Thanks to that effort, Along with the advantage of a long-term and experienced staff, along with a relatively synchronous technical infrastructure system, in the past years (2019 - 2020), La Batisse Hanoi has achieved many remarkable achievements With customer care, these are competitive strategic activities of the business with the aim of reaching and retaining customers with affection and relationships created through activities Investing in customer care with costs is not simple, these investments are long-term strategic, established on the basis of corporate culture – A problem that also takes time to develop transformation and long-term development Customer care includes external and internal customer care, these two customer parts are closely linked The fact that taking good care of internal customers is a basic premise for developing external customers, and the effectiveness of external customer care is also better All of these jobs are influenced by corporate culture, so to develop effective customer service, the right corporate culture is the decisive foundation However, there are still certain limitations Based on the research results on the topic: "Solutions to improve customer care at La Batisse Hanoi Hotel" and through the time of practical contact practice at the hotel, I have drawn some conclusions Contributing ideas to improve customer service at La Batisse Hanoi, thereby aiming to perfect the customer service work of La Batisse Hanoi Quality is the shortest but also the most difficult way to customers, so to achieve this goal, there needs to be synchronous coordination between the hotel and related departments I also would like to borrow these contents to close my research topic here Thank you very much! REFRENCES Danuta A Nitecki (1997), SERQUAL: Measuring Service Quality in Academic Libraries Dale Carnegie(1888), Đắc nhân tâm Hồ Nhan(2006), Nghệ thuật quản lý khách hàng, NXB Lao động – Xã hội, Hà Nội John E.G Bateson (2002), Chăm sóc khách hàng vai trị kinh doanh nay, NXB Thống kê Lý Hiểu (2005), Bí qút để có khách hàng trung thành, NXB Từ điển Bách khoa – Hà Nội Lưu Văn Nghiêm 2001,Marketing kinh doanh dịch vụ, NXB Thống Kê – Hà Nội PGS.TS Nguyễn Văn Thanh 2008, giảng Marketing dịch vụ, Đại học Bách khoa – Hà Nội Paul Lawrence Miner (1998), Meeting the customer’s expectations Peter Drucker (14-08-2008) Người tôn vinh nghề quản trị quantri.com.vn 10 Philip Kotler 2001, Những nguyên lý tiếp thị, NXB Thống kê 11 Tập đoàn BCVT Việt Nam 2003, Nghiệp vụ chăm sóc khách hàng, Hà Nội 12 Trần Nhạn (1996) Du lịch kinh doanh du lịch NXB Văn hóa thơng tin Hà Nội 13 Chăm sóc khách hàng - phát huy lợi thế cạnh tranh - Business edge - Nhà xuất trẻ Online references: http://vongquanhdatviet.blogspot.com/2014/11/cac-chi-tieu-anh-gia-chatluong-dich-vu.html http://vjol.info.vn/index.php/khxh/article/viewFile/17413/15453 http://dlib.ptit.edu.vn/bitstream/123456789/654/1/Tom%20tat%20LV%20THS %20Nguyen%20Thi%20Vu%20Hong.pdf http://text.123doc.org/document/701858-co-so-ly-luan-ve-dich-vu-cham-sockhach-hang.htm http://maybanhang.net/2014/02/cham-soc-khach-hang-cach-giu-chan-khachhang-hieu-qua/ http://www.altalab.vn/2015/11/quy-trinh-cham-soc-khach-hang-cho-doanhnghiep.html http://media.bizwebmedia.net/sites/146527/upload/documents/chatluongksan.pdf https://www.ksvpro.vn/s/pagePreview/46/9bf2905276934bd096e66ff4bbd21399 html https://123docz.net/document/3732794-giai-phap-hoan-thien-cong-tac-cham-sockhach-hang-tai-khach-san-ideal-hue.htm APPENDIX Hotel - Customer Satisfaction BACKGROUND INFORMATION Date: Age: 45 < 25 25 – 34 34 – > 45 Gender: male female Country: How did you find out about the service? You can select at most 10 options From the Internet: company website Friends, acquaintan ces, relatives Elsewhere, please specify: From the Internet: earch engine, please specify: Brochures Tourism information service From the Internet: social networking sites and discussion groups (booking.co m, Agoda, Traveloka, Facebook, etc.) Newspapers and local papers Personal experiences Other, what? Purp ose of the trip: Busi ness Leisu re Passing by Others?/ please specify: Please answer the questions below using the following scale = very good, = very poor, ? = no experience General factors ? 5 Pleasantness in general Tidiness in general Staff willingness to serve Staff expertise Availability of service Accomodation ? General appearance Tidiness of the room Restaurant 3 Food The appearance and pleasantness of the restaurant premises ? Your general opinion Price-quality ratio How did we fulfil your expectations? Would you come again? Would you recommend us to others? Yes No Why not: No Yes Why: What was the best of all? How would you improve our operation? Contact details: ? I would like to subscribe to your direct mailing list: Thank you for your comments! YES NO NHẬN XÉT CỦA NGƯỜI PHẢN BIỆN Họ tên giảng viên phản biện: Nhận xét trình thực tập tốt nghiệp sinh viên: Khóa:…………………Lớp: Đề tài: Nội dung nhận xét: Hà Nội, ngày tháng năm 2021 Điểm: Bằng số:……………………… Bằng chữ:…………………… ……………………………………… NGƯỜI NHẬN XÉT (Ký tên) ... desire to learn and improve customer care at the hotel, I chose to in-depth research on the topic "Current situation and solutions to improve customer care at La Batisse Hotel" to my graduation... possible solutions for customer service at the hotel in chapter CHAPTER 3: RECOMMEDATIONS TO IMPROVE CUSTOMER CARE SERVICES IN LA BATISSE HANOI HOTEL 32.1 Development orientation of La Batisse Hanoi. .. records That is the reason why I made the topic: ? ?Current situation and solutions to further improve customer service at La Batisse Hanoi Hotel? ?? as my graduation thesis Hopefully, through this topic,