NN AN INVESTIGATION INTO THE REAL SITUATION AND SOME SOLUTIONS TO ATTRACTING CUSTOMERS TO THE RESTAURANT OF LANG CO BEACH RESORT

MINISTRY OF EDUCATION AND TRAINING DUY TAN UNIVERSITY FACULTY OF ENGLISH GRADUATION PAPER NGUYEN THI KIM HAU AN INVESTIGATION INTO THE REAL SITUATION AND SOME SOLUTIONS TO ATTRACTING CUSTOMERS TO THE RESTAURANT OF LANG CO BEACH RESORT GRADUATION PAPER IN SOCIAL SCIENCES AND HUMANITIES Da Nang, December 2020 MINISTRY OF EDUCATION AND TRAINING DUY TAN UNIVERSITY FACULTY OF ENGLISH GRADUATION PAPER NGUYEN THI KIM HAU AN INVESTIGATION INTO THE REAL SITUATION AND SOME SOLUTIONS TO ATTRACTING CUSTOMERS TO THE RESTAURANT OF LANG CO BEACH RESORT Major : English for Tourism Code : 702 SUPERVISOR : LE THI KIM UYEN, M.A Da Nang, December 2020 GRADUATION PAPER Supervisor: Le Thi Kim Uyen, M.A ACKNOWLEDGMENTS First and foremost, I would like to thank Duy Tan University for allowing me to conduct this graduation paper during my learning period Besides, the DTU facilities such as the library and the computer lab which have provided me with the necessary information and documents so that I can produce my study smoothly Also thank to Mrs Le Thi Kim Uyen - my supervisor for not only giving me comments on how to handle problems but also answering all my questions about my paper Secondly, I would like to send my thanks to Lang Co Resort Beach for offering me a good environment to study, work, gain new knowledge and information so that I can finish my graduation paper Last but not least, I really thank to my friends and especially my family who supported me, I could not overcome many difficulties without their support I wish all of you having good health and success Yours sincerely, Da Nang, December 2020 Student Nguyen Thi Kim Hau Student: Nguyen Thi Kim HauStudent ID: 2220328513 GRADUATION PAPER Supervisor: Le Thi Kim Uyen, M.A 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 thesis 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 paper This graduation paper has not been submitted for award of any degree or diploma in any other tertiary institution Da Nang, December 2020 Student Nguyen Thi Kim Hau Student: Nguyen Thi Kim HauStudent ID: 2220328513 GRADUATION PAPER Supervisor: Le Thi Kim Uyen, M.A ABSTRACT The actual situation of Lang Co Beach Resort is the focus of this graduation text It is an overview of the quality of service at the Lang Co Beach Resort restaurant In my post, I offer some tables to explain the number of guests as well as businesses at Lang Co Beach Resort I will have some suggestions to enhance the quality of the restaurant at Lang Co Beach resort by addressing these problems I hope that Lang Co Beach Resort will attract visitors to the hotel Student: Nguyen Thi Kim HauStudent ID: 2220328513 GRADUATION PAPER Supervisor: Le Thi Kim Uyen, M.A LIST OF ABBREVIATIONS DTU : Duy Tan university LCBR : Lang Co Beach Resort F&B : Food and Beverage FO : Front Office SWOT : Strengths, Weaknesses, Opportunities, Threats Student: Nguyen Thi Kim HauStudent ID: 2220328513 GRADUATION PAPER Supervisor: Le Thi Kim Uyen, M.A LIST OF TABLES, FIGURES AND IMAGES Figures : Figure 1: The Organization of Lang Co Beach Resort 15 Figure 2.The organization of Food and Beverage Department .19 Figure 3: The Number of Guests in the 2017-2019 period 27 Figure 4: The Number of Guests using the Restaurant Services at Lang Co Beach Resort in the 2017 - 2019 period 30 Figure 5: Feedback from customers about staff at the restaurant 36 Figure 6: Feedback from customers about facilities at the restaurant 37 Figure 7: Feedback from customers on Service at the restaurant 38 Tables : Table : The number of guests of Lang Co Beach Resort in the period of 2017-2019 26 Table 2: The Number of Guests using the Restaurant Services at Lang Co Beach Resort in the 2017 - 2019 period 29 Table 3: Review from Customer about staff, facilities and service at the restaurant .35 Images : Image 1:The front view of Lang Co Beach Resort 13 Image 2: Lang Co Beach Resort 14 Image 3: The Restaurant of Lang Co Beach Resort 23 Image 4: Sea restaurant of Lang Co Beach Resort 24 Student: Nguyen Thi Kim HauStudent ID: 2220328513 GRADUATION PAPER Supervisor: Le Thi Kim Uyen, M.A TABLE OF CONTENTS ACKNOWLEDGMENTS .i STATEMENT OF AUTHORSHIP ii ABSTRACT iii LIST OF ABBREVIATIONS iv CHAPTER INTRODUCTION .1 Rationale Aims and objectives .1 Scope of the study Method of the study .2 Organization of the study .2 CHAPTER THEORETICAL BACKGROUND .4 2.1 Hotel business .4 2.1.1 Concept of hotel business 2.1.2 Features of hotel business 2.2 Hotel products .5 2.2.1 Concept of hotel products 2.2.2 Features of hotel product 2.3 Restaurant Business 2.3.1 Concept of restaurant Student: Nguyen Thi Kim HauStudent ID: 2220328513 GRADUATION PAPER Supervisor: Le Thi Kim Uyen, M.A 2.3.2 Classification of restaurants .7 2.3.3 Function 2.3.4 Features 2.3.5 Products of the Restaurant Business .10 2.4 The Food and Beverage Department in restaurant business .10 2.4.1 Concept of F&B department 10 2.4.2 Functions of F&B Department 10 2.4.3 Factors affecting F&B activities .11 CHAPTER CASE DESCRIPTION .13 3.1 An overview of Lang Co Beach Resort 13 3.1.1 General Introduction 13 3.1.2 Organization of Lang Co Beach Resort 14 3.1.3 Functions and Tasks of Each Department at Lang Co Beach Resort 15 3.1.4 Services products of Lang Co Beach Resort 17 3.2 An Overview of the Food and Beverage Department at Lang Co Beach Resort 18 3.2.1 The organization of the Food and Beverage 18 3.2.3 The Restaurant Facilities 22 3.2.3 The Functions of the F&B Department at Lang Co Beach Resort 22 Student: Nguyen Thi Kim HauStudent ID: 2220328513 GRADUATION PAPER Supervisor: Le Thi Kim Uyen, M.A 3.2.4 Products and Services of the F&B Department at Lang Co Beach Resort 24 CHAPTER ANALYSIS AND EVALUATION 26 4.1 The Number of Guests at LCBR in the 2017 - 2019 period 26 4.2 The real situation of restaurant department at Lang Co Beach Resort 28 4.2.1 Price Policy 28 4.2.2 Promotional Policy 28 4.2.3 The Number Of Guests using the restaurant Services at LCBR in the 2017 - 2019 period .29 4.2.4 Some reasons affecting the guest number at the restaurant 31 4.3 Advantages and disadvantages of Lang Co Beach Resort 31 4.3.1 Advantages 31 4.3.2 Disadvantages 32 4.4 Evaluation of service quality of the Restaurant Department at Lang Co Beach Resort 32 4.4.1 Strengths, Weaknesses, Opportunities and Threats (SWOT) 32 4.4.2 The Restaurant’s Staff 33 4.4.3 The Restaurant’s Facilities .34 4.4.4 The Restaurant’s Service 34 4.4.5 Guest’s Feedback .35 Student: Nguyen Thi Kim HauStudent ID: 2220328513 GRADUATION PAPER 35 Supervisor: Le Thi Kim Uyen, M.A 4.4.5 Guest’s Feedback Table 3: Review from Customer about staffers, facilities and service at the restaurant Unit: Percent (%) Very Rank Unsatisfied Unsatisfied Normal Satisfied Very Satisfied Staffers 2,50 7,70 45,72 35,04 9,04 Beautiful uniform Staff’s attitude is very 0,00 6,82 42,57 50,61 0,00 0,00 0,00 23,24 37,83 38,93 0,00 5,67 48,11 42,02 4,20 4,11 11,08 53,26 29,50 2,05 8,40 14,93 61,44 15,23 0,00 1,37 6,87 35,47 39,36 16,94 0,00 6,85 51,27 38,15 3,73 2,23 9,56 43,01 35,09 10,11 0,00 4,50 36,18 45,91 13,41 5,98 12,73 46,42 33,45 1,42 0,00 7,56 21,07 55,64 15,73 0,00 0,00 14,84 27,94 57,22 Services 0,00 0,00 24,91 46,29 28,80 Always take care of guests Always respond timely to 0,00 0,00 28,64 57,73 13,63 0,00 0,00 16,98 27,42 55,60 0,00 0,00 36,49 44,75 18,76 friendly Staff’s skill professional Communication are and reaction skills are good Staff’s level of foreign languages is good Material facilities Restaurant’s equipment is modern The arrangement at the restaurant is convenient The decoration in the restaurant is very beautiful The arrangement at the bar is professional The area around the restaurant is very peaceful The restaurant are is clean and tidy all guests’ demand Know how to solve Student: Nguyen Thi Kim HauStudent ID: 2220328513 GRADUATION PAPER 36 Supervisor: Le Thi Kim Uyen, M.A customers’ complaints Making an exact bill 0,00 0,00 17,54 55,27 27,19  Feedback from customers about staff at the restaurant Staffers 9.04 7.70 2.50 35.04 45.72 Very Unsatisfied Unsatisfied Normal Satisfied Very Satisfied Figure 5: Feedback from customers about staff at the restaurant Employees are the most important factor in management So to evaluate the staff in the restaurant, I have gathered opinions from customers through small factors Through the investigation, I have found a number of reasons why the restaurant is not performing well: The first element is the uniform The restaurant's uniform is not too prominent and there is no special impression on customers The second factor is the service attitude of employees: always smiling and taking care of customers in the most thoughtful way Regarding this, customers are quite satisfied with the service attitude of the staff at the hotel The next factor is the employee's skill element The majority of customers rated the staff's arrangement skills as well as communication skills not really Student: Nguyen Thi Kim HauStudent ID: 2220328513 GRADUATION PAPER 37 Supervisor: Le Thi Kim Uyen, M.A satisfied This proves that the staff's foreign language level is not good, the job arrangement skills are not professional  Feedback from customers about facilities at the restaurant Material facilities 16.94 6.87 1.37 35.47 39.36 Very Unsatisfied Satisfied Unsatisfied Very Satisfied Normal Figure 6: Feedback of customers about facilities at the restaurant Facilities is a part of better restaurant operations, customers will feel satisfied if the restaurant has modern and complete equipment According to customer comments, about 39.36 percent of customers' goods are satisfied, 35.47 percent of customers feel normal with the restaurant's equipment However, there are still 6.87 percent and more than percent of guests who feel unsatisfied and very unsatisfied, proving that the equipment of the restaurant is not really good to make customers really satisfied As follows, this is a restaurant with modern equipment, beautiful decoration, quiet, clean and tidy space, which is quite satisfied by customers, however, the arrangement at the bar is unsatisfied Student: Nguyen Thi Kim HauStudent ID: 2220328513 GRADUATION PAPER 38 Supervisor: Le Thi Kim Uyen, M.A  Feedback from customers about services at the restaurant Services 24.91 28.80 46.29 Very Unsatisfied Satisfied Unsatisfied Very Satisfied Normal Figure 7: Feedback from customers on Service at the restaurant At Lang Co Beach Resort, customers are always on top, so the criteria for serving tourists are always appreciated Therefore, through investigation, I found that almost customers are satisfied with the restaurant's service Staff always pay attention to customers, always respond to all customers' needs in a timely manner Also, they know how to resolve customer complaints, invoice accurately All of these factors are satisfied by customers There are 46,29 percent of guests who are satisfied as well as more than 28 percent of guests feel very satisfied, while not any guests feel not satisfied with the service of the restaurant It prove that the quality of services of the restaurant of Lang Co Beach Resort is high Student: Nguyen Thi Kim HauStudent ID: 2220328513 GRADUATION PAPER 39 Supervisor: Le Thi Kim Uyen, M.A CHAPTER CONCLUSION AND SUGGESTIONS 5.1 Summary of the finding Today human life is improving day by day The needs of people today are more and more diverse Therefore, businesses focus more on services It can be seen that, through the collected information and data, the competition in the service industry is fierce and complicated, especially in the restaurant - hotel sector However, the business strategy, restaurant services, services, and human capital have both negative and beneficial impacts on business operation First, location selection is a business plan that offers many benefits, market performance, and a hotel's reputation However, the downside of the restaurant is that it only focuses on one customer Promotional policies for customers are nothing new and attractive Second, the promotion strategy and product quality should be based on restaurant cuisine Restaurants tend to be based on the popular cuisines of the country Food is varied and delicious, however, if a meal is too expensive The price of the restaurant matches the quality of a four-star restaurant Next, facilities often create a major vision to explain the quality of the operation of the restaurant To prevent damage easily, new machinery needs to be tested and maintained Finally, the staff is what has to be resolved In addition to professional preparation, soft skills and foreign language proficiency need to be mastered In order, to grasp consumer psychology, they have to cultivate awareness and practical experience I choose the topic: “An Investigation into the Real Situations and some Solutions to Attracting Customers to The Restaurant of Lang Co Beach Student: Nguyen Thi Kim HauStudent ID: 2220328513 GRADUATION PAPER 40 Supervisor: Le Thi Kim Uyen, M.A Resort” to analyze, consider to find the reasons and solutions to attract customers to use the facilities at the restaurant Nevertheless, with limited time and knowledge, my case could not prevent shortcomings So, I want to gain suggestions from teachers as well as readers from the Faculty of English 5.2 Some Suggestions for Improving Quality the restaurant at Lang Co Beach Resort  Facilities The facilities at the present restaurant are also very safe However, if not regularly repaired, the efficiency of most of these facilities will deteriorate The uniformity of some old facilities, especially the seats, is lacking and needs to be supplemented to meet greater customer demand The arrangement of the table in the restaurant to suit each meal and the number of guests is also very important It is important to extend bars, pubs, and swimming pools over the existing area which can be designed differently  Service The breakfast buffet menu should be regularly altered to keep visitors from becoming bored for a long time during their stay at the hotel The hotel should facilitate the organization of food fairs at the hotel in order to allow skilled chefs from other hotels to participate, to benefit from the experience of improving the service and improving the quality of the items, and to attract visitors and friends to the hotel through this practice The large hotel campus will accommodate kitchens, chairs, a bar serving weekend picnic lunches, public holidays, and special events to introduce customers to special cuisine as well as menus  Price Policy Restaurants compete to lower product prices to deal with each other in the current situation The rates are more affordable and more affordable for all Student: Nguyen Thi Kim HauStudent ID: 2220328513 GRADUATION PAPER 41 Supervisor: Le Thi Kim Uyen, M.A customers, although it is difficult to guarantee a profitable business Currently, the restaurant is applying the factor rates needed to raise hotel sales So even during low season, discounting at the right time is a wise business strategy to bring guests to a hotel  Promotion Policy In addition to the price structure approach, the restaurant can flexibly adapt the marketing policies according to particular conditions: Seasonal price: business travel and hotels are seasonal factors that are inevitable The number of tourists is clearly limited in the season with big crowds but in the off-season So, the restaurant should apply a seasonal pricing policy: raise all prices of products and services during the main season to increase sales productivity during the main season, discount off-season in order to draw more buyers, and increase the business season Discount policy: The hotel must provide preference and discounts for tourists to purchase large-scale hotel products, party visitors, clients, etc., discounts or intermediaries, travel agents booking hotel guests and increasing commissions for brokers  Some Specific Solutions The hotel had to further train staffer in foreign language skills Every week for the staff, there should be a class to develop English skills For visitors, the uniform can be changed into something a little more trendy but still stay basic and convenient for employees As well as marketing a hotel's image and facilities to its customers, hotels use too few advertising channels The hotel must regularly update hotel information, merchandise information, promotions on the hotel's website to convince guests of the hotel's appeal This means that customers will use the hotel's service Student: Nguyen Thi Kim HauStudent ID: 2220328513 GRADUATION PAPER 42 Supervisor: Le Thi Kim Uyen, M.A 5.3 Conclusion The internship at Lang Co Beach Resort, helped me think a lot about the restaurant industry and since then, I can learn many lessons about serving customers It can be seen that the quality of the restaurant service at Lang Co Beach Resort is reasonably strong, satisfying much of the customers' needs and desires Around the same time, the level of current capabilities of serving staff, the variety of dishes, services, etc., have several limits That has significantly impacted the hotel's credibility They would also improve the surface area, which is restricted to attracting new clients and creating a place in the restaurant-hotel market, in order to improve the quality of service In addition, this is the first time I research the proposed solutions with basic information, lack of experience, and other target factors, so the solutions cannot cover all problems An in-depth understanding of how students successfully use techniques in learning and practice Therefore, we look forward to receiving comments from foreign language teachers and readers Finally, to my supervisor- M.A Le Thi Kim Uyen, I would like to express my heartfelt gratitude, sincerely thanks the instructor in the hospitality and tourism professional team, along with the Board of Directors and staff members of Lang Co Beach Resort Hotel, who helped to instruct me during the practice and complete this topic Student: Nguyen Thi Kim HauStudent ID: 2220328513 GRADUATION PAPER 43 Supervisor: Le Thi Kim Uyen, M.A REFERENCES o Vietnamese Books: [1] Nguyễn Đăng Tuyền (2007), Bài giảng Tổng quan du lịch, Đại học Duy Tân [2] Nguyễn Bá Lâm (2009), Giáo trình Quản lý kinh doanh khách sạn, Đại học Kinh doanh Công nghệ Hà Nội o English Books: [3] Roy A Cook, Laura J Marqua, Tourism the Business of Travel [4] Jones, L (1998), English for the Travel and Tourism Industry, Cambridge University Press o Websites: [5] https://www.stayhotel.com.vn/dich-vu-tien-nghi/co-so-vat-chat-dichvu.html [6] https://blog.topcv.vn/vai-tro-va-nhiem-vu-cua-cac-bo-phan-trong- khach-san/ [7] http://www.hoteljob.vn/tin-tuc/dac-diem-vai-tro-va-chuc-nang-cua- nha-hang-trong-khach-san Student: Nguyen Thi Kim HauStudent ID: 2220328513 GRADUATION PAPER 42 Supervisor: Le Thi Kim Uyen, M.A APPENDIX QUESTIONARE Dear Sir/Madam! My name is Nguyen Thi Kim Hau I am currently a student at Duy Tan University, Da Nang city, majoring in English for Tourism I used to work at Lang Co Beach Resort during my internship in the restaurant department for weeks I am currently doing my graduation paper" An Investigation into the Real Situations and some Solutions to Attracting Customers to The Restaurant of Lang Co Beach Resort” So I would greatly appreciate if you could take a moment to answer some of the questions below Your opinion will provide me a lot of useful information for my paper and ultimately improve the service quality of the hotel I promise you that your personal information will be kept confidentially and will not be used for any other form of business Thank you very much for your help! A PERSONAL INFORMATION: Name: Sex:  Male Surname:  Female Age: Nationality: Contact: B.SURVEY : How many time have you stayed at Lang Co Beach Resort?  The first time  The second time  More than twice What is the purpose of your trip?  Leisure Travel  Tour travel  Visit relatives or friends Student: Nguyen Thị Kim HauStudent ID: 2220328513 GRADUATION PAPER 43  Culinary travel  Cultural travel Supervisor: Le Thi Kim Uyen, M.A  ECO travel Another: How can you know about Lang Co Beach Resort?  Travel agent  Friend, Relative  Internet Other kind of advertisement: How long did you stay at the hotel?  night  night  week  Others Which restaurant have you been to?  Lang Co Restaurant  Garden Bar  Sea Restaurant  Night Bar Do you feel comfortable with the restaurant atmosphere?  Yes  No If no, please let me know the reason: Please indicate your level of satisfaction for the information about the Restaurant as follows:  Very unsatisfied  Dissatisfied  Satisfied  Very satisfied  Normal Student: Nguyen Thị Kim HauStudent ID: 2220328513 GRADUATION PAPER 44 Supervisor: Le Thi Kim Uyen, M.A Staff Beautiful uniform Staff’s attitude is very friendly Staff’s skill are professional Communication and reaction skills are good Staff’s level of foreign languages is good Material facilities Restaurant’s equipment is modern The arrangement at the restaurant is convenient The decoration in the restaurant is very beautiful The arrangement at the bar is professional The area around the restaurant is very peaceful 1 1 2 2 3 3 4 4 5 5 5 5 5 Will you recommend Lang Co Beach Resort to other people?  No, I won’t  I’m not sure  Yes, I will If you return to Lang Co, Hue City, will you stay at Lang Co Beach Resort again?  No, I won’t  I’m not sure  Yes, I will C GUESTS’ COMMENTS, QUESTIONS OR CONCERNS After using the services at Lang Co Beach Resort, which makes you feel really satisfied? What makes you not satisfied with the quality of services at the Lang Co Beach Resort? Student: Nguyen Thị Kim HauStudent ID: 2220328513 GRADUATION PAPER 45 Supervisor: Le Thi Kim Uyen, M.A In your opinion, what should Lang Co Beach Resort to improve the quality of services to better meet the needs of guests? Thank you for valuable time! SUPERVISOR’S COMMENTS Student: Nguyen Thị Kim HauStudent ID: 2220328513 GRADUATION PAPER 46 Supervisor: Le Thi Kim Uyen, M.A Student: Nguyen Thị Kim HauStudent ID: 2220328513 GRADUATION PAPER 47 Supervisor: Le Thi Kim Uyen, M.A EXAMINER’S COMMENTS Student: Nguyen Thị Kim HauStudent ID: 2220328513 ... process of the tourism industry For all of the above reasons, I boldly choose the topic: ? ?An Investigation into the Real Situations and some Solutions to Attracting Customers to The Restaurant of Lang. .. describing the overview of Lang Co Beach resort and the actual situation of the marketing situation to attract tourists of this resort Chapter 4: Analysis and Evaluation of the real situation the service... influence the ambiance of the restaurant As this allows the restaurant to stand out from the others, it helps to be special or distinctive Cleanliness of the restaurant: Cleanliness of the restaurant