INVESTIGATION INTO THE CURRENT SITUATTION AND SOME SOLUTIONS TO IMPROVING SERVICE QUALITY OF THE CUSTOMER CARE IN STAY HOTEL IN DANANG CITY

MINISTRY OF EDUCATION AND TRAINING DUY TAN UNIVERSITY FACULTY OF ENGLISH GRADUATION THESIS TRUONG THI NGOC ANH INVESTIGATION INTO THE CURRENT SITUATTION AND SOME SOLUTIONS TO IMPROVING SERVICE QUALITY OF THE CUSTOMER CARE IN STAY HOTEL IN DANANG CITY GRADUATION THESIS IN SOCIAL SCIENCES AND HUMANITIES DA NANG – May 2021 MINISTRY OF EDUCATION AND TRAINING DUY TAN UNIVERSITY FACULTY OF ENGLISH ĐẠI HỌC DUY TÂN GRADUATION THESIS TRUONG THI NGOC ANH INVESTIGATION INTO THE CURRENT SITUATTION AND SOME SOLUTIONS TO IMPROVING SERVICE QUALITY OF THE CUSTOMER CARE IN STAY HOTEL IN DANANG CITY Major : English for Tourism Code : K23.702 SUPERVISOR: NGUYEN XUAN TICH, M.A DA NANG – May 2021 Graduation Thesis i Supervisor: Nguyen Xuan Tich, M.A ACKNOWLEDGEMENT Graduation project is the result of a process of learning and training after years sitting in school This is my chance to prove myself before entering a new stage I worked on this project in the hope of sending my ideas into it After a period of practice, research, learning through documents and practical practice at the hotel I have chosen the " An Investigation into the Current Situation and Some Solutions to Improving Service Quality of the Customer Care in Stay Hotel in DaNang City" topic for my graduation project During the four years of studying at the school and the past time participating in an internship at the Stay Hotel, it can be said that I have received of knowledge, skills to enter life, step into difficulties, challenges that you will probably never predict But for me, completing this internship topic is considered a first success in my life For me, each experience is the time when I need to try to overcome myself, then re-contemplate and learn for myself, accompanying me in the past is my concern dedicated help from many collectives and individuals First of all, I would like to sincerely thank the teachers of Duy Tan University, who have been dedicated to teaching me over the past four years Especially, thank you to teacher Nguyen Xuan Tich, who guided me through the research and completion of this project I would also like to thank the management of the hotel, the leadership and the staff in the Stay hotel, especially Mrs Ly, Miss Tam, for everyone who created favorable conditions for me in real time The past episode, providing valuable practical knowledge experience as well as necessary materials for you in researching and completing this topic Although the project has been completed, due to the limited time, initial acquaintance and practical inquiry, with limited knowledge, the shortcomings Student: Truong Thi Ngoc Anh Code: 2320315699 Graduation Thesis ii Supervisor: Nguyen Xuan Tich, M.A cannot be avoided Therefore, we hope to receive comments from teachers, hotel management, staff, friends to make your article more complete Finally, I wish all teachers good health and success in noble careers I wish all the staff member of Stay Hotel to stay healthy and achieve great success in their work Regards, Truong Thi Ngoc Anh, Student in Faculty of English, DTU Student: Truong Thi Ngoc Anh Code: 2320315699 Graduation Thesis iii Supervisor: Nguyen Xuan Tich, M.A STATEMENT OF AUTHORSHIP My name is Truong Thi Ngoc Anh, I am a student majoring in English of Tourism, at Duy Tan University, Da Nang I here by undertake: - This graduation internship project is made by me - The figures in the project are completely honest and have never been published in projects, research or in any media - This graduation paper has not been submitted for award of any degree or diploma in any other tertiary institution I take full responsibility for the research results in my graduate internship project Student: Truong Thi Ngoc Anh Code: 2320315699 Graduation Thesis iv Supervisor: Nguyen Xuan Tich, M.A ABSTRACT This graduation thesis focuses on the actual situation of the Stay Hotel It is an analysis of the status and solution of the Stay hotel customer service department In my speech, I give some tables on the number of guests as well as the business activities of the Stay hotel for you to clarify After discussing those issues, I will give some solutions and suggestions to improve the Stay Hotel's customer service department   Student: Truong Thi Ngoc Anh Code: 2320315699 Graduation Thesis v Supervisor: Nguyen Xuan Tich, M.A TABLES AND FIGURES ACKNOWLEDGEMENT .i 2.1 Tourism 2.1.1 Definition of tourism 2.1.2 Classification of tourism 2.2 Hotel 2.2.1 Definitions of Hotel 2.2.2 Classification of hotel 2.2.3 Hotel Business 3.1 Stay Hotel Overview 13 3.1.1 General Introduction .13 3.1.3 Stay Hotel’s facilities 19 3.2 Real Status and the Performance of the Sales and Marketing Department at Stay Hotel 28 3.2.1 Introduction to the Sales and Marketing Department 28 3.2.2 Sale and Marketing Department’s staf 29 3.2.3 Working Process of the Sales and Marketing Department at Stay Hotel 31 4.1 Stay Hotel’s Bussiness in Recent Years 33 4.1.1 Revenue Profile of Stay Hotel in Recent Years 33 4.1.2 Number of Guests at Stay Hotel 35 4.3 Sales and Marketing Department Staf’s Attitudes 38 4.4 Customer Care Service of Sales and Marketing Department 39 4.5 General Evaluation to the Strengths and Weaknesses of the Customers Care Services of the Sales and Marketing Department at Stay Hotel 41 4.5.1 Strong Points 41 4.5.2 Weak Points .42 5.1 Summary of the Findings 45 5.2 Difficulties 46 5.3 Solutions 47 5.3.1 Customer Care Process of the Sales and Marketing Department 47 5.3.2 Sales and Marketing Department’s Stafs .49 6.1 Suggestions .51 6.1.1 Suggestions for Stay Hotel .51 Student: Truong Thi Ngoc Anh Code: 2320315699 Graduation Thesis vi Supervisor: Nguyen Xuan Tich, M.A 6.1.2 Suggestions for University .58 6.3 Conclusion .58 APENDIX .62 Diagram 3.1 Stay Hotel’s Organizational Diagram Error: Reference source not found Diagram 3.2.1: The Sales and Marketing Department’s organization diagram Error: Reference source not found Student: Truong Thi Ngoc Anh Code: 2320315699 Graduation Thesis vii Supervisor: Nguyen Xuan Tich, M.A TABLE OF CONTENTS ACKNOWLEDGEMENT .i 2.1 Tourism 2.1.1 Definition of tourism 2.1.2 Classification of tourism 2.2 Hotel 2.2.1 Definitions of Hotel 2.2.2 Classification of hotel 2.2.3 Hotel Business 3.1 Stay Hotel Overview 13 3.1.1 General Introduction .13 3.1.3 Stay Hotel’s facilities 19 3.2 Real Status and the Performance of the Sales and Marketing Department at Stay Hotel 28 3.2.1 Introduction to the Sales and Marketing Department 28 3.2.2 Sale and Marketing Department’s staf 29 3.2.3 Working Process of the Sales and Marketing Department at Stay Hotel 31 4.1 Stay Hotel’s Bussiness in Recent Years 33 4.1.1 Revenue Profile of Stay Hotel in Recent Years 33 4.1.2 Number of Guests at Stay Hotel 35 4.3 Sales and Marketing Department Staf’s Attitudes 38 4.4 Customer Care Service of Sales and Marketing Department 39 4.5 General Evaluation to the Strengths and Weaknesses of the Customers Care Services of the Sales and Marketing Department at Stay Hotel 41 4.5.1 Strong Points 41 4.5.2 Weak Points .42 5.1 Summary of the Findings 45 5.2 Difficulties 46 5.3 Solutions 47 5.3.1 Customer Care Process of the Sales and Marketing Department 47 5.3.2 Sales and Marketing Department’s Stafs .49 6.1 Suggestions .51 6.1.1 Suggestions for Stay Hotel .51 Student: Truong Thi Ngoc Anh Code: 2320315699 Graduation Thesis viii Supervisor: Nguyen Xuan Tich, M.A 6.1.2 Suggestions for University .58 6.3 Conclusion .58 APENDIX .62 Student: Truong Thi Ngoc Anh Code: 2320315699 Graduation Thesis 51 Supervisor: Nguyen Xuan Tich, M.A CHAPTER 6: CONCLUSION AND SUGGESTIONS 6.1 Suggestions 6.1.1 Suggestions for Stay Hotel I feel fortunate to be recruited into the Stay Hotel, thanks to the help and guidance of the manager, the staff that I have learned a lot of valuable experience I feel very sorry because the internship time is too short, just learning a few experiences, I think it seems a bit difficult to contribute ideas However, during my internship here, I think the hotel should pay attention to some following points: • For Stay Hotel - In general, on a national scale, the Stay Hotel is also a highly appreciated hotel, but considering the international scale, there are still many issues worth discussing Although the hotel's accommodation areas are fully furnished, they are not top quality equipment Although it has been changed quite a lot, but the architecture of this area is not very unique, especially the outside architecture - The working environment also has a great impact on the service quality of employees The hotel needs to create a work environment with high selfdiscipline and self-discipline With customers first, strategies and policies are based on the needs of guests Managers should stipulate that the supervision and rewarding are commensurate with the dedication of employees when working with guests and set out the appropriate discipline when they not complete their tasks - Hotel should strengthen inspection and supervision of staff Managers must monitor service attitudes, see if their employees are following the correct process or not Hotels should increase specialization in each stage, assign specific tasks to minimize the possibility of errors At the same time, Student: Truong Thi Ngoc Anh Code: 2320315699 Graduation Thesis 52 Supervisor: Nguyen Xuan Tich, M.A the hotel creates a service style for the staff to become the tradition of the hotel - The hotel should organize competitions, but not only pay attention to the content and results, but also pay attention to the form of emulation to arouse a sweeping movement among employees, creating a friendly working atmosphere loving, helping each other to give them a support, a reliable team, a healthy environment - Hotels who want to attract and retain guests must find a way to meet all the needs of guests In addition to serving guests with enthusiastic, thoughtful attitude in terms of convenient technical facilities, the hotel also has to provide guests with a variety of services to increase customer satisfaction and satisfaction - Offer policies and promotions after the epidemic season to attract more domestic and local tourists - Preventing errors in each service process, customer care process: in order to reduce errors in order to increasingly improve service quality in the hotel, first of all to find the cause of the error then give solutions to adjust accordingly - Establishing and expanding partnerships with travel agencies is one of the solutions to attract customers: + For companies and travel agents: the receptionist should have preferential, free and attentive service for the tour guides because they are the ones who bring guests, and at the same time, propaganda and advertising hotel report + For patrons, the front desk department should know their personal information, their preferences and their needs Receptionists should remember the guests' faces to make a good impression on them For example, the Student: Truong Thi Ngoc Anh Code: 2320315699 Graduation Thesis 53 Supervisor: Nguyen Xuan Tich, M.A birthday of a guest wins the time of stay, the receptionist will give a small gift, with the hotel's anniversary in it These things will make guests have a good memory of the hotel and will come back next time + On the occasion of the holidays, the receptionist should send a letter of thanks, a letter to congratulate the new year to strengthen the relationship of the two sides as well as remind guests of the image of the hotel - Strengthen relationships with city leaders to grasp the situation of visitors to Da Nang, thereby making appropriate product policies suitable for customers - Image differentiation: In the time to come, hotels must build a strategy that positions the hotel's image in the minds of customers, becoming a more experienced and reputable hotel in accommodation and service purchase and sale - Strengthen forms of promoting the name of the hotel on the mass media: + Newspapers: continue to advertise on tourist newspapers such as the Guide newspaper, Da Nang travel magazine, Vietnam travel magazine, Heritage travel magazine, + Television: cooperating with the Department of Tourism to advertise on Da Nang TV station because every month, the Department of Tourism conducts tourism topics + Stay hotel has its own website, but still quite simple, needs more attractive design, bringing images of the country, people, natural landscapes, customs, festivals, cultural events famous and attractive tourism of the Central region in general and Da Nang in particular for visitors to know From there, widely promote the image and products and services of Stay hotel to customers Student: Truong Thi Ngoc Anh Code: 2320315699 Graduation Thesis 54 Supervisor: Nguyen Xuan Tich, M.A - Moreover, the management should upgrade the space for the parking of the hotel, it needs a wider parking for staffs and guests in the peak season And they should also upgrade the equipment of the each department in the hotel and improved Wi-Fi systems because it is always congested - To make guests interesting and let them feel the interest of the hotel, during the holidays at the hotel hit on the following occasions: National Day, Valentine's Day, New Year's Day, Christmas… The hotel will have cute gifts for guests to give them deep memories and beautiful memories of coming to the hotel - Staff of each department in the hotel need to improve their teamwork skills and skills to connect with other parts of the hotel And the hotel leaders need to closely coordinate the activities of the various departments in the hotel so that they can support and help each other in the process of operation in the most effective way This shows the organization and solidarity among members and union members in the hotel, helping to improve service quality All employees also need to solve problems in order to improve their flexibility when communicating with customers - Regularly, irregularly check each department to follow the customer service process, listen to the comments of employees From there, grasp the problem more accurately to have a solution • For F&B Department - Table house: equipped with relatively complete However, it is advisable to regularly replace some old tablecloths to create an impression on guests Moreover, the hotel should invest in building more ethnic dining rooms with traditional Vietnamese dishes, creating a unique style, attracting many guests to eat, especially foreign guests Student: Truong Thi Ngoc Anh Code: 2320315699 Graduation Thesis 55 Supervisor: Nguyen Xuan Tich, M.A - Kitchen: need to invest in expanding the kitchen to match the number of customers that the restaurant serves, the chef should add many new dishes, pay attention to food hygiene and safety and the taste of the dish - As for the catering services, the hotel's specialty dishes attract customers with the unique and typical quality of the dish The form of dish decoration should also be focused, especially the specialties of Vietnam, creating a new aesthetic that attracts customers - Contact the front desk to update the number of guests staying at the hotel to prepare breakfast buffet with the correct number, to avoid the case of excess food wasting food • For Reception Department The lobby area is considered as the front of the hotel, and the technical facilities here partly tell the scale and class of the hotel That is why hotel owners always invest a lot of effort and money to make this area stand out, catch the eye and make a first impression with guests At the Stay hotel, the lobby area is also relatively complete but has not attracted the attention of visitors - Decorate at the front desk to look more beautiful and eye-catching Fresh flowers can be placed on the counter every day to create a fresh, lively and elegant look for guests - Modernize equipment such as card swipe machines, computers, airconditioning system management machines to effectively support the working process, ensuring fast and accurate customer service - Hang more pictures of Da Nang city, sea, bridges, tourist attractions in Da Nang as well as to add magazines and newspapers for visitors to admire and read newspapers while waiting for procedures Student: Truong Thi Ngoc Anh Code: 2320315699 Graduation Thesis 56 Supervisor: Nguyen Xuan Tich, M.A - Always maintain the phone system, printer, bill printer, walkie-talkie to keep the work from being troublesome, to avoid waiting for customers to wait too long The receptionist should check the equipment to promptly detect damage and immediately notify the maintenance department for a method of repair - The receptionist must be carefully trained and make sure they will be working for a long time at the hotel, the receptionist needs to say "Thank you" and "Sorry" In the service, the customer is always right because they bring benefits and revenue to the hotel - Another thing that the receptionist must remember is that the first impression is very important, the last impression is also a memory for the guest So the receptionist must serve guests with all their heart, giving guests a feeling of freedom like at home, always smiling and happy with guests • For Housekeeping Department Compared to other parts in the hotel, the housekeeping staff's work is somewhat more silent and quieter However, we cannot deny the importance and contribution of this department to the overall development of the hotel The luxurious, neat and clean bedrooms are the proud face of a hotel Whether customers return to the hotel next time or not, partly depends on the quality of the bedroom and bathroom decoration is clean and up to standards Nowadays, the rigor of customers with the quality of accommodation services, making hotels always pay special attention to the room department, and uphold the role of housekeeping staff in the general operation of the hotel A housekeeping staff requires a lot of experience to be able to complete his job well Student: Truong Thi Ngoc Anh Code: 2320315699 Graduation Thesis 57 Supervisor: Nguyen Xuan Tich, M.A - The housekeeping staff's foreign language skills also need to be improved more, regularly monitoring and retraining for the staff with poor skills - It is required that the room staff must always keep the radios on their side, regardless of circumstances, the new information flow is timely, avoiding the failure to check the room status when guests leave the hotel - Every week, every month, there must be a meeting between the staff of the two departments to make suggestions, making mistakes together to better serve customers, thereby creating a closer connection - The hotel offers access to a vast array of services, including utensils, Suite room, room service for guests to add a number of daily newspaper in the room, bathroom cotton, internet access, coffee machine • For Sales and Marketing Need to tighten the relationship with the front office more to ensure the exchange of customer information and purchase and sale of products and services: - When there is a change in the price policy of delegations Business department must send an official dispatch to the receptionist, which will facilitate the provision of information to guests The receptionist must regularly update information on the website of the hotel to get new information from the sales department - For new tours of the hotel, the business department must have a clear plan to disseminate the entire receptionist, not the status of just displaying brochures on the counter without explanation specifically - Comments and attitudes of guests about the types of services, advertising programs in the receptionist hotel must be recorded clearly Student: Truong Thi Ngoc Anh Code: 2320315699 Graduation Thesis 58 Supervisor: Nguyen Xuan Tich, M.A fully Through that the sales department will also capture the tastes of more accurate guests 6.1.2 Suggestions for University After the internship, I have some contributions to the school as follows: - In the process of learning at school, mainly learning based on theory, so when applying theory to practice, there are still many difficulties, not much applicable to practical activities - Before the practice time, there should be activities in the English department with foreigners so that students can improve their communication skills and practice with foreigners - For students majoring in tourism, it is necessary to have a few basic skills when working as a hotel 6.3 Conclusion Tourism develops and becomes a spearhead economic industry, which will make the country's economic structure shift in a beneficial direction, promote other industries to develop while also contributing to the implementation of industrialization and modernization country Nowadays, the demand for tourism is more and more and it has become an indispensable thing in life More and more hotels were born and joined in fierce competition in the market And these competitions are getting more and more intense because not only domestic tourism businesses but also foreign businesses are involved In order to survive and stand firm in that market, there is no other way for businesses to improve the quality of their products and create products that are superior to their competitors Da Nang, a young, dynamic city that is increasingly thriving, a series of high-end hotel and resort projects are underway, and in the near future it will be a competitive market harshly Student: Truong Thi Ngoc Anh Code: 2320315699 Graduation Thesis 59 Supervisor: Nguyen Xuan Tich, M.A Therefore, it is very important to choose the right target market segment to come up with an appropriate product policy With the scale of a 4-star hotel of international standards, Stay Hotel is trying to improve itself to stand firm in the current Da Nang tourism market With the business goal of profit, but that is not the top goal that the hotel management always follows, the main goal is: stable existence, development to ensure employment, improvement improve the lives of workers, improve service quality to satisfy the needs of tourists Over the past years, thanks to the striving efforts of all staff, the hotel has gradually overcome difficulties and obstacles to achieve business results In conclusion, in order to survive and have a foothold in the current tourism market, Stay Hotel needs to try to improve itself in all aspects, always ensure and improve the quality of its service With future strategies, it is hoped that Stay Hotel will be stronger and more developed, asserting its position in the tourism market in Vietnam From the situation of the customer service of the Sales and Marketing department at the Stay hotel and the knowledge learned, I have completed the subject: An Investigation Into the Current Situation and Some Solutions to Improving Service Quality of the Customer Care in Stay Hotel in DaNang City During my internship at the unit, with the attention and help of the leaders and staff in the hotel, it created conditions for me to learn, go into reality, help me master the knowledge I learned from theory and added additional knowledge that I did not know in the learning process Although the internship period is only over a month, I already know a little bit about the knowledge in customer service and the difficulties in the job I will encounter in the future Through this topic, I made some suggestions to improve customer care services for Sales and Marketing department at the hotel However, the Student: Truong Thi Ngoc Anh Code: 2320315699 Graduation Thesis 60 Supervisor: Nguyen Xuan Tich, M.A limited knowledge and practice time is also the first time in contact with reality, so it is inevitable that the shortcomings are missed I look forward to the comments of the teachers and the board of the Stay hotel leaders to make my topic more complete Once again, I would like to sincerely thank teacher Nguyen Xuan Tich, the uncles of the board of directors and the staff of the Stay hotel for enthusiastic assistance in completing this topic Student: Truong Thi Ngoc Anh Code: 2320315699 Graduation Thesis 61 Supervisor: Nguyen Xuan Tich, M.A REFERENCES I English book [5] Interpretation tourism and hospitality by Tourism Department National Economy University [6] Welcome to Hospitality - the American study authors group II Websites [1] https://thuvienphapluat.vn/van-ban/Thuong-mai/Luat-du-lich-2005- 44-2005-QH11-2659.aspx [2] https://asialion.vn/khai-niem-marketing-dulich [3] https://lucquanpest.com/cac-khai-niem-co-ban-ve-du-lich [4] https://vanbanphapluat.co/tcvn-4391-2009-khach-san-du-lich-xep- hang [7] https://www.stayhotel.com.vn/ III Dictionaries Oxford Learner’s Dictionaries Cambridge Dictionary English - Vietnamese Student: Truong Thi Ngoc Anh Code: 2320315699 Graduation Thesis 62 Supervisor: Nguyen Xuan Tich, M.A APENDIX CUSTOMER SERVICE SURVEY Thank you for visiting Stay Hotel We’re conducting a short survey to find out about your dinning experience and what we might to improve Please help us by completing this short survey Please provide your server with the completed survey form Thank you How many people on your trip? How many time have you come to Danang this time? This is the ………….you stay at Stay Hotel You know about Stay Hotel through: Newspapers Relatives Friends Internet Travel agencies Other… Purpose of the trip Resort Visit relatives Sightseeing Others… Your first impression when coming to our hotel Cozy space The modernity of equipment The enthusiasm of the front Another idea……………… desk If you want to know information about Da Nang tourism, you will ask the department Receptionist Sales and Marketing Other……… Please indicate your level of satisfaction with the Sales and Marketing Department Please tick the boxes corresponding to your satisfaction level Satisfied Student: Truong Thi Ngoc Anh Normal Dissatisfied Code: 2320315699 Graduation Thesis 63 Supervisor: Nguyen Xuan Tich, M.A Satisfaction Level The technical facilities of the hall are modern Guests are warmly and politely welcome The equipment in the hall is decorated harmonious and beautiful Stay Hotel customer service staff: - Beautiful and impressive costumes - Enthusiastic customer service - Good language skills - Professional qualifications - Do you feel the service and consulting attitude of the customer service staff of the Sales and Marketing department is professional? - Customer service staff's quality and complaint handling time During your stay at the hotel, which element of the hotel makes you unsatisfied: ………………………………………………………………………………… 10 If you give a scale from 01 to 10 to evaluate the quality of customer service at Stay Hotel in Da Nang, how many points will you give? 10 Student: Truong Thi Ngoc Anh Code: 2320315699 Graduation Thesis 64 Supervisor: Nguyen Xuan Tich, M.A 11.Please give your comments to improve the quality of customer service in Sales and Marketing Department: ……………………………………………………………………………… 12 If you have the opportunity to return to Da Nang, will you choose Stay Hotel again? Yes No Name…………………………………………………………………… Email Address (Optionnal)…………………………………………… Thank you very much for your help Hope you will be more and more satisfied when staying and using the services of Stay Hotel in Danang Student: Truong Thi Ngoc Anh Code: 2320315699 Graduation Thesis 65 Supervisor: Nguyen Xuan Tich, M.A SUPERVISOR’S COMMENTS Student: Truong Thi Ngoc Anh Code: 2320315699 ... Situation and Some Solutions to Improving Service Quality of the Customer Care in Stay Hotel in Danang City ” 1.2 AIMS AND OBJECTIVE - Synthesize theoretical basis for improving the quality of customer. .. Solutions to Improving Service Quality of the Customer Care in Stay Hotel in DaNang City" topic for my graduation project During the four years of studying at the school and the past time participating... 2.2.3.1 Definition of Hotel Business The hotel business is one of the main lines of business in tourism Through many stages of the development of the tourism industry, the concept of "hotel business"