NN GRADUATION THE INVESTIGATION INTO THE CURRENT SITUATION OF SERVICE QUALITY OF FRONT OFFICE AT VINPEARL RESORT SPA HOI AN AND SOME SUGGESTIONS TO IMPROVE ITS QUALITY

MINISTRY OF EDUCATION AND TRAINING DUY TAN UNIVERSITY FACULTY OF ENGLISH GRADUATION PAPER THAI THI THANH VAN THE INVESTIGATION INTO THE CURRENT SITUATION OF SERVICE QUALITY OF FRONT OFFICE AT VINPEARL RESORT & SPA HOI AN AND SOME SUGGESTIONS TO IMPROVE ITS QUALITY Code : K22.702 Course : 2016 - 2020 DA NANG – May 2020 MINISTRY OF EDUCATION AND TRAINING DUY TAN UNIVERSITY FACULTY OF ENGLISH GRADUATION PAPER THAI THI THANH VAN THE INVESTIGATION INTO THE CURRENT SITUATION OF SERVICE QUALITY OF FRONT OFFICE AT VINPEARL RESORT & SPA HOI AN AND SOME SUGGESTIONS TO IMPROVE ITS QUALITY Code : K22.702 Course : 2016 – 2020 SUPERVISOR: PHAN THI TINH TAM DA NANG – May 2020 Graduation Paper i Supervisor: Phan Thi Tinh Tam STATEMENT OF AUTHORSHIP Except where reference is made in the text of the graduation paper, this paper contains no material published elsewhere or extracted in the whole or in part from a graduation paper by which have qualified for or been awarded another degree or diploma No other person’s work has been used without due acknowledgement in the graduation paper This graduation paper has not been submitted for award of any degrees or diplomas in any other tertiary institutions Danang, May 14th, 2020 Thai Thi Thanh Van Student: Thai Thi Thanh Van Code: 2220316337 Graduation Paper ii Supervisor: Phan Thi Tinh Tam ACKNOWLEDGEMENT This graduation paper could not finish without all enthusiastic assistance, advice, and encouragement of my beloved teachers, family, and friends First of all, I am so grateful to you for your help and transfer of valuable experience, which will equip us with the knowledge to get into real life Mainly, I would like to thank my supervisor – Mrs Phan Thi Tinh Tam, who has enthusiastically supported and guided me a lot during my graduation paper Secondly, I would like to thanks all lecturers of the Foreign Languages Department at Duy Tan University, the silent ferrymen that have loved and taught me every day Thirdly, I always express my deepest gratitude to my darling family They have supported me when I have met some troubles in this graduation paper They take care of me every day and always encourage me to study hard At last, I would like to thanks my friends, who be with me to deal with troubles and create a reasonable effort in studying Besides studying, they have held many funny games to relax I am so excited about that I hope all of you have good health and success! Thanks and Best Regard, Thai Thi Thanh Van Student: Thai Thi Thanh Van Code: 2220316337 Graduation Paper iii Supervisor: Phan Thi Tinh Tam TABLES AND FIGURES Picture & 2: VINPEARL RESORT & SPA HOI AN Diagram 1: Front Office at Vinpearl Resort & Spa Hoi An Table 2.1: Statistics table of the number of guests at Vinpearl Resort & Spa Hoi An Chart : The column chart showed the percentage of guests staying between 2018 and 2019 at Vinpearl Resort & Spa Hoi An Diagram 2: Front Office at Vinpearl Resort & Spa Hoi An Diagram 3: Guest service process of Receptionist Table 2.2: Quests’s evaluation about the lobby area of Vinpearl Resort & Spa Hoi An Table 2.3: Guests’s evaluation about the Reception area of Vinpearl Resort & Spa Hoi An Table 2.4: Guests’ evaluation about the Receptionist of Vinpearl Resort & Spa Hoi An Chart 2: Guests’s evaluation about the voice of Receptionist at Vinpearl Resort & Spa Hoi An TABLE OF CONTENTS Student: Thai Thi Thanh Van Code: 2220316337 Graduation Paper iv Supervisor: Phan Thi Tinh Tam STATEMENT OF AUTHORSHIP i ACKNOWLEDGEMENT ii TABLES AND FIGURES iii PART A: INTRODUCTION 1 Rationale Aims and objectives 2.1 Aims .2 2.2 Objectives .2 Scope of the study .2 Method of the study .3 Structure of the study PART B: DEVELOPMENT CHAPTER 2: CASE DESCREPTION 2.1 General introduction of Vinpearl Resort & Spa Hoi An: .6 2.2 Operation of Vinpearl Resort & Spa Hoi An: 2.3 Organizational Structure of Vinpearl Resort & Spa Hoi An: 1.3.1 General Manager 1.3.2 Reception department .10 1.3.3 Personnel Department 10 1.3.4 Accounting Department 11 1.3.5 Technical and Security Department .11 1.3.6 Housekeeping Department .12 1.3.7 Food and Beverage Department 12 1.3.8 Sale Department .13 CHAPTER 2: ANALYSIC AND EVALUATION 14 2.1 The target market of the resort .14 2.2 Area of essential business .14 Student: Thai Thi Thanh Van Code: 2220316337 Graduation Paper v Supervisor: Phan Thi Tinh Tam 2.3 Accommodation business .14 2.4 Catering business 15 2.5 Additional service business 16 2.6 The real situation of service quality of the Reception Department at 17 2.7.1 Reception and reception activities at the resort 19 2.7.2 The organizational structure of the reception department 26 2.7.3 Human resources of the reception department 28 2.7.4 Physical Facilities of the Reception .29 2.7.5 Working hour and human resource layout of the Reception Department 30 2.7.6 Serving Process and basic operations of the Reception Department 30 2.7.7 Opportunities for training and promotion of the reception department .34 2.8 Evaluating the real situation of service quality of the Reception Department at Grand Tourane Hotel 34 2.8.1 The method of assessing service quality of the Reception Department 35 2.8.3 Evaluating the staff of the Reception Department 37 2.9 General evaluation of the service quality of the Reception Department at Vinpearl Resort & Spa Hoi An 39 2.9.1 Strengths 39 2.9.2 Weaknesses .41 CHAPTER 3: SUGGESTIONS 42 3.1 The basis for giving solutions to the company .42 3.2 Suggestions 42 3.2.1 Improving the facilities of the lobby area .43 Student: Thai Thi Thanh Van Code: 2220316337 Graduation Paper vi Supervisor: Phan Thi Tinh Tam 3.2.2 Improving Human qualifications 44 3.2.3 Improving foreign languages skills 44 PART C 46 CONCLUSION .46 REFERENCES SUPERVISOR’S COMMENT COUNCIL REVIEWER’S COMMENT Student: Thai Thi Thanh Van Code: 2220316337 Graduation Paper Supervisor: Phan Thi Tinh Tam PART A: INTRODUCTION Rationale In recent years, Tourism has continuously been growing It has become one of the dynamic economic sectors of many countries around the world Each year, the tourism industry has brought to each country a huge revenue, contributing to the national economy, increasing people’s income, creating jobs, v.v The hospitality industry has increased around the Vietnam country, and the services have made good progress When living standards are rising, human needs are growing They not only have material needs but also they have spiritual needs, they want to relax, enjoy a cozy space, a class service, and some exceptional food with family, friends The number of hotels, restaurants increased, the organization of products and services varied increasingly All of them satisfy the needs of people The Hotel is also considered as a business, and its top goal is to make a profit The problem is how can a hotel business stand and maintain its prestige in the competitive world? Competition in the industry is competitive in terms of cultural quality, quality of civilization, quality of service … Alternatively, competition in all areas, including service quality of Front Office, requires businesses to improve the quality of service Determining the importance, each business needs to set a strategy, a business goal One of the critical factors for successful business operation is the quality of service This is a key to help the company succeed in each business and achieve some brands and position in the market Therefore, I have chosen this topic “ THE INVESTIGATION INTO THE CURRENT SITUATION OF SERVICE QUALITY OF FRONT OFFICE AT Student: Thai Thi Thanh Van Code: 2220316337 Graduation Paper Supervisor: Phan Thi Tinh Tam VINPEARL RESORT & SPA HOI AN AND SOME SUGGESTIONS TO IMPROVE ITS QUALITY” for my graduation paper Aims and objectives - Identifying the reality of the service quality of Front Office at Vinpearl Resort & Spa Hoi An Basing on that basis, I have suggested solutions to improve the quality of services, contributing to the development of the resort 2.1 Aims - Identifying the importance of the service quality to attract customers of the resort - Appreciating the real situation with the service quality of Front Office at Vinpearl Resort & Spa Hoi An - Suggesting solutions for improving the quality of service of Front Office at Vinpearl Resort & Spa Hoi An 2.2 Objectives - Understanding the functions, duties, and importance of Front Office at Vinpearl Resort & Spa Hoi An, for proposing some solutions to improve the quality of the Reception in the hotel business Scope of the study - The study focused on the quality of service of Front Office - Then, the research finds out the disadvantages and advantages associated with the procedure - From there, proposing some solutions to improve the service quality of the Front Office to meet the needs of guests when coming to the resort - Research subjects: Vinpearl Resort & Spa Hoi An - The data was collected from 2018 to 2019 Student: Thai Thi Thanh Van Code: 2220316337 Graduation Paper 35 Extremely Questions How luxurious is the lobby area? How clear is the lobby area? How comfortable is the waiting chair? How is the welcome drink? Supervisor: Phan Thi Tinh Tam Quite Moderately Somewhat Not at all QLevel % Q % Q % Q % Q % 79 79 14 14 7 - - - - 98 98 2 - - - - - - 80 80 11 11 9 - - - - 91 91 6 2 - - - - Table 2.2: Quests’s evaluation about the lobby area of Vinpearl Resort & Spa Hoi An The data of the table illustrated that guests had quite good reviews about the lobby area With the elegant and modern design, most of the tourists evaluated the lobby is extremely luxurious (79%) and clean (98%) Moreover, the waiting chair for tourists was high appreciated about comfortable with the percentage of 80% of guests satisfied, but there are still % of guests felt unsatisfied In addition, the welcome drink also gained much good feedbacks, with 91% of guests praised that the drink was tasty However, there are still 2% of guests that complained about the welcome drink, not as their expectation In conclusion, the lobby area has achieved a certain standard and given guests a great experience However, the Receptionist should pay attention to the smallest things to be the best 2.8.2.2 Evaluating the Reception area Student: Thai Thi Thanh Van Code: 2220316337 Graduation Paper 36 Extremely Question How luxurious is the Reception desk? How clear is the Reception desk? How convenient is eqiupment of the Supervisor: Phan Thi Tinh Tam Quite Moderately Somewhat Not at all QLevel % Q % Q % Q % Q % 75 75 22 22 3 - - - - 88 88 7 5 - - - - 71 71 23 23 6 - - - - Reception desk? Table 2.3: Guests’s evaluation about the Reception area of Vinpearl Resort & Spa Hoi An According to the table, guests commented on the Reception desk, with 75% of guests thought it is extremely luxurious; however, there was still 3% of guests feeling it is not a type of luxury Furthermore, 88% and 7% of guests is feeling the Reception desk extremely clean and quite clean, respectively On the other hand, the customer reviewed the equipment at the Reception desk is highly appreciated In there, 71% of customers rated it excellent, 23% were quiet; however, 6% of customers rated it as moderately Therefore, the Resort should improve the quality of equipment to make the customer more satisfied In short, Vinpearl Resort & Spa has done very well in decorating the Reception desk 2.8.3 Evaluating the staff of the Reception Department Extremely Level Quite Moderately Somewhat Not at all Question Student: Thai Thi Thanh Van Code: 2220316337 Graduation Paper How enthusiasm is the Receptionist? How beautiful is the uniform of Receptionists? How good is the language skill of Receptionists? How professional is the job skills of Receptionists? 37 Supervisor: Phan Thi Tinh Tam Q % Q % Q % Q % Q % 92 92 8 - - - - - - 99 99 1 - - - - - - 70 70 29 29 1 - - - - 89 89 10 10 1 - - - - Table 2.4: Guests’ evaluation about the Receptionist of Vinpearl Resort & Spa Hoi An Chart 2: Guests’s evaluation about the voice of Receptionist at Vinpearl Resort & Spa Hoi An Student: Thai Thi Thanh Van Code: 2220316337 Graduation Paper 38 Supervisor: Phan Thi Tinh Tam Table demonstrated that the Receptionist was high appreciated about the enthusiasm The percentage of guests, who evaluated the Receptionist extremely enthusiastic, reached 92% Whereas 8% of guests said that it is quite enthusiastic, and no percentage of them felt it moderately, somewhat With the result, we could see that guests were totally satisfied with the welcoming of the staff here Additionally, the uniform of the Receptionist at Vinpearl Resort & Spa was judged to be extremely beautiful (99%) and quite beautiful (1%) Moreover, most of the receptionists have studied English With the survey results from the table, tourists were very satisfied with the language skill of Receptionists, with 70% felt extremely good and 29% of a quite good comment Although the receptionists at Vinpearl Resort & Spa can speak another language like Korean, at the basic level Therefore, the resort still got % of the guests felt moderately good Finally, an easy-to-hear voice will help staff communicate with guests The pie chart gave information on 75 % of guests felt the voice of the Receptionists is very easy to hear, 19% of them felt it is easy to hear, and 6% think it is normal which showed that tourists were high appreciated about the voice of the Receptionists at the resort In short, the Receptionist at the resort was evaluated quite high in enthusiasm, voice, or language skill Besides, the voice of the pronunciation of staff should be improved to make tourists feel more satisfactory Student: Thai Thi Thanh Van Code: 2220316337 Graduation Paper 39 Supervisor: Phan Thi Tinh Tam 2.9 General evaluation of the service quality of the Reception Department at Vinpearl Resort & Spa Hoi An After coming to Vinpearl Resort & Spa, I have observed and realized that the Receptionist in the Hotel plays a very important role This department is the bridge between guests and the Hotel, and the Receptionist is also the ambassador of the resort 2.9.1 Strengths In the hotel business, the accommodation business is the main activity of Hotel With Vinpearl Resort & Spa Hoi An, this service accounts for 70%, 30% of other services Achieving high results in this area can be said to be the contribution of all employees in the Hotel The reception desk, which acts as the center of the Hotel, has also made a certain contribution to the overall outcome of the Hotel Shown through the sides: The receptionists are mostly young, energetic, enthusiastic, and always smile at the guests Staff at Reception are able to use English fluently; besides, some employees are also able to use Korean, so the customer service is very good, that makes many customers are very satisfied The reason for such success is that the staff in the department follow a specific process, meeting the standards of a receptionist’s skills When selling rooms by phone with customers, employees always have a sincere attitude, close, professional and good communication, clear voice, , quick responses, brife answers, but still enough information When guests come to book room, staff actively offer different prices, consistent with the needs of guests, and in close coordination with other departments Student: Thai Thi Thanh Van Code: 2220316337 Graduation Paper 40 Supervisor: Phan Thi Tinh Tam The Hotel gains a 5-star standard, modern equipment with high-quality facilities are fully equipped in the Reception On the front desk, in addition to the hotel reception, there are also brochures about the services and promotions available in the Hotel to provide useful information to customers Although the workload is quite a lot, the Receptionist can still arrange the work scientifically to ensure the best Reception for customers There are policies to support and train staff in the Hotel working processes such as effective time managing, problem solving, behaving, foreign languages using, and other useful training courses 2.9.2 Weaknesses Besides these advantages, there are still some drawbacks that need to be overcome as follows Language skills of employees - receptionists are not diverse, especially Chinese, Korean, just focus mainly on English, and the Bellman have poor language skills The voice and pronunciation of receptionists should be improved better and restricted to the local voice The foreign language skills of some receptionists are not really good, so sometimes the customers may hear the wrong ideas Student: Thai Thi Thanh Van Code: 2220316337 Graduation Paper 41 Supervisor: Phan Thi Tinh Tam The Resort has not promoted the image to other countries, focusing only on two main sources of visitors are Korea and Australia Some equipment has not been improved The uniforms are torn, frayed and dull during service CHAPTER 3: SUGGESTIONS 3.1 The basis for giving solutions to the company In business, strategic planning and development directions are particularly important for businesses in general and the resort businesses in particular In today’s competitive environment, the strategy will help businesses take a right and safe steps However, that strategy must be consistent with the actual situation of the Hotel to bring high efficiency Firstly, the Resort should enhance the promotion of the image of Vinpearl Resort & Spa in all foreign markets, maintaining relationships with domestic guests, long-term travel partnerships with hotels like Vietravel, Vitraco, etc Next, the Resort also maintains two types of guests, including business travellers and tourists, focusing on high-class guests Thirdly, Vinpear Resort and Spa Hoi An needs to maintain and perfect the standards of the Hotel in Student: Thai Thi Thanh Van Code: 2220316337 Graduation Paper 42 Supervisor: Phan Thi Tinh Tam many parts Moreover, focusing on guests from different countries, not just Korea or Australia and Improving skills and professional qualifications, professionalism in customer service for all departments In addition, the Resort should pay attention to the benefits of the staff, creating a trust for the staff so that they can be assured of their work, and devote themselves to the Resort Finally, promoting high-quality human resources, good management force, and a professional working environment 3.2 Suggestions The first impression of customers when coming to the Resort is the Reception, attentive service at the first meeting The front desk unit is the Receptionist Therefore, the quality of service at the reception is very important, and it directly affects the feeling of the Resort in the eyes of the customer Customers will evaluate whether the quality is worth what they will spend or not Improving the service quality at the Reception is a strategic direction, bringing many benefits, a positive impact on business performance and the long-term development potential of the Resort With what I have learned in the school and during my internship at Vinpearl Resort & Spa Hoi An so that I would like to give some solutions to improve the quality of the service front desk 3.2.1 Improving the facilities of the lobby area Facilities are one of the factors affecting service quality and the ability to meet the needs of customers when using the service Besides, the technical facilities are also seen as the face of the Hotel, and the image customers see when they first arrive at the Hotel Therefore, the facilities factor greatly affects the first impression of customers Upgrading and improving the Student: Thai Thi Thanh Van Code: 2220316337 Graduation Paper 43 Supervisor: Phan Thi Tinh Tam facilities play an important role in creating a good impression for Vinpearl Resort & Spa Hoi An From there, creating a premise to develop the business operations of the Hotel more effectively The equipment has shown signs of degradation, such as computers, phones, guest lockers are broken or dimmed, radios sometimes fail during operation, etc Therefore, the Hotel needs to regularly check and invest in renovating equipment to serve customers more quickly and conveniently In addition, the Hotel should have a plan to change uniforms for staff, as over time, the uniforms will be torn, frayed, and tarnished during service By upgrading the facilities, employees will be more confident and work more conveniently Not only to impress customers but also to attract more customers is the best 3.2.2 Improving Human qualifications When a person is considered proficient in their work, their style of work will be different from those who not have the knowledge of the job - it is called professional working style Grand Tourane Hotel pays attention to this standard, in order to this, the training and guidance for staff are the first priority There are still some steps that the Hotel has not overcome in training the Receptionist staff, and as I think it should be solved as follows: Employees are encouraged to identify training needs through direct communication because many employees not fully value the importance of job performance and personal development, while this is the main basis for the training department to identify and organize training sessions and courses for employees What the Board should is giving the staff an assessment of the professional Reception service every year at the Hotel or at the State Student: Thai Thi Thanh Van Code: 2220316337 Graduation Paper 44 Supervisor: Phan Thi Tinh Tam facilities such as the Board of Certificate of Tourism Vietnam, applying incentive policies to the staff Material compensation for employees such as organizing travel trips for employees to assess the professionalism of other Hotels, or diverting employees to higher positions if they achieve a high level of performance and skills certification 3.2.3 Improving foreign languages skills Vinpearl Resort & Spa Hoi An is a 5-star Resort; therefore, guests are mainly from Australia and South Korea, and some domestic tourists are able to afford it Therefore, it can be said that the main language of the Receptionist is English In general, the Reception’s staff are able to use English, but the Resort needs to encourage employees to improve their English because sometimes the staff may hear the wrong idea Although the above cases are not many, with the standards of the Hotel, that limitation should be overcome And in addition to the main language - English, the Hotel should encourage employees to learn another language That is Korean because the hotel guests are mostly Korean In order to improve foreign language skills, the resort should encourage staff to learn by the following forms: - Opening classes right at the Hotel and invite language experts to teach - Encouraging employees to register for courses outside, and will support 50% of tuition - Creating favorable schedules for other employees to attend classes In short, when employees gain enough foreign language skills, can communicate fluently and avoid shortcomings, the quality of service will be improved Student: Thai Thi Thanh Van Code: 2220316337 Graduation Paper 45 Supervisor: Phan Thi Tinh Tam PART C CONCLUSION Nowadays, more and more resorts are coming out and joining in the fierce competition And these competitions are getting more and tougher because of not only the domestic tourism businesses but also the participation of foreign businesses In general, in the last two years, Vinpearl Resort & Spa Hoi An has gradually asserted its position in the market This is shown by the total revenue and the number of visitors to the Hotel For that success, there are many different factors, thanks to all the staff in the Hotel In particular, there is a great contribution to the staff of the Reception in the Hotel After studying at Duy Tan University and having an opportunity to practice at Vinpearl Resort & Spa Hoi An I realize that the receptionists are the ones who master the basic professional skills, mostly meeting the needs of other people, creating a special impression for guests This is reflected in the Student: Thai Thi Thanh Van Code: 2220316337 Graduation Paper 46 Supervisor: Phan Thi Tinh Tam revenue, room occupancy, and the number of arrivals which is constantly increasing Besides, the reception department still has some limitations that need to be overcome to become more professional and become the best In this article, I have tried to highlight the achieved results, the shortcomings, and some measures to improve the efficiency of the Reception in Vinpearl Resort & Spa Hoi An However, due to the limitations of the original version and the limited practice time in the department, the article will not avoid shortcomings I look forward to the comments of the lecturers to make the article more complete I would like to thank the lecturers in the department of foreign languages and tourism I would especially like to thank Ms Phan Thi Tinh Tam for helping me complete this graduation project Student: Thai Thi Thanh Van Code: 2220316337 Graduation Paper Supervisor: Phan Thi Tinh Tam REFERENCES https://www.hoteljob.vn https://www.wikipedia.org http://htt.edu.vn Student: Thai Thi ThanhVan Code: 2221316337 Graduation Paper Supervisor: Phan Thi Tinh Tam SUPERVISOR’S COMMENT ========== Student: Thai Thi ThanhVan Code: 2221316337 Graduation Paper Supervisor: Phan Thi Tinh Tam COUNCIL REVIEWER’S COMMENT ========== Student: Thai Thi ThanhVan Code: 2221316337 ... improving the quality of service of Front Office at Vinpearl Resort & Spa Hoi An 2.2 Objectives - Understanding the functions, duties, and importance of Front Office at Vinpearl Resort & Spa Hoi An, for... VINPEARL RESORT & SPA HOI AN AND SOME SUGGESTIONS TO IMPROVE ITS QUALITY? ?? for my graduation paper Aims and objectives - Identifying the reality of the service quality of Front Office at Vinpearl Resort. ..MINISTRY OF EDUCATION AND TRAINING DUY TAN UNIVERSITY FACULTY OF ENGLISH GRADUATION PAPER THAI THI THANH VAN THE INVESTIGATION INTO THE CURRENT SITUATION OF SERVICE QUALITY OF FRONT OFFICE AT VINPEARL