ANALYZE METHODS TO IMPROVE CUSTOMER LOYALTY AT LOBBY LOUNGE SHERATON SAIGON HOTEL TOWERS RESTAURANT, AND PROPOSE NEW SOLUTIONS

TON DUC THANG UNIVERSITY FACULTY OF BUSINESS MANAGEMENT DEPARTMENT OF HOSPITALITY MANAGEMENT PROFESSIONAL INTERNSHIP REPORT ANALYZE METHODS TO IMPROVE CUSTOMER LOYALTY AT LOBBY LOUNGE - SHERATON SAIGON HOTEL & TOWERS RESTAURANT, AND PROPOSE NEW SOLUTIONS PROFESSIONAL INSTRUCTOR: MANAGER TRAN THI THUY TIEN SUPERVISOR: PHAM NGOC BAO DUY STUDENT’S NAME: HO KIM NGOC STUDENT ID: 717H0587 CLASS ID: 17070511 HO CHI MINH CITY 03/2022 1 TON DUC THANG UNIVERSITY FACULTY OF BUSINESS MANAGEMENT DEPARTMENT OF HOSPITALITY MANAGEMENT PROFESSIONAL INTERNSHIP REPORT ANALYZE METHODS TO IMPROVE CUSTOMER LOYALTY AT LOBBY LOUNGE - SHERATON SAIGON HOTEL & TOWERS RESTAURANT, AND PROPOSE NEW SOLUTIONS PROFESSIONAL INSTRUCTOR: MANAGER TRAN THI THUY TIEN SUPERVISOR: PHAM NGOC BAO DUY STUDENT’S NAME: HO KIM NGOC STUDENT ID: 717H0587 CLASS ID: 17070511 HO CHI MINH CITY 03/2022 Contents PROFESSIONAL INSTRUCTOR: MANAGER TRAN THI THUY TIEN ACKNOWLEDGEMENT INTRODUCTION CHAPTER 1: OVERVIEW OF THE INTERNSHIP PLACEMENT 1.1 Marriott International and Sheraton Saigon Hotel & Tower 1.1.1 Overview of Marriot International 1.1.2 Sheraton Saigon Hotel & Tower 10 1.1.3 The history and development 11 1.2 Fields of business activities 13 1.2.1 Accommodation 13 1.2.2 Food and Beverage 15 1.2.3 Events 16 1.2.4 Other Experiences 17 1.3 Organizational structure 18 1.3.1 Sheraton Saigon Hotel & Tower „s organizational chart 18 1.3.2 Function and duty of each departments 19 1.4 Analyzing the operation performance of Sheraton Saigon Hotel & Towers 21 Chapter 2: ANALYZE METHODS TO IMPROVE CUSTOMER LOYALTY AT LOBBY LOUNGE - SHERATON SAIGON HOTEL & TOWERS 22 2.1 Introduction Lobby Lounge 22 2.1.1 Role and Function 22 2.1.2 Organizational chart & Function of each position 23 2.2 Analyze methods to improve customer loyalty at Lobby Lounge Sheraton Saigon Hotel & Towers 27 2.2.1 Basic Standard Service 27 2.2.2 Membership 29  Products and Facilities 35 2.3 Evaluating methods to improve customer loyalty at Lobby Lounge Sheraton Saigon Hotel & Towers 35 Chapter 3: SOLUTIONS AND RECOMMENDATIONS 37 3.1 Proposing new solutions to improve customer loyalty 37 3.2 Recommendations for university 37 CONCLUSION 39 APPENDIX 40 REFERENCES 45 ACKNOWLEDGEMENT During my study and internship, I always received enthusiastic help from lecturers as well as colleagues at Sheraton Saigon Hotel & Tower First of all, I would like to thank all the lecturers of Ton Duc Thang University, especially the lecturers of Hospitality Management in the Faculty of Business Administration for imparting valuable and useful knowledge to me I can confidently complete this internship, as well as apply it to my work in the near future Besides, thank you to Ton Duc Thang University for giving me the opportunity to experience my profession through this internship In addition, I would like to express my sincerest thanks to the Sheraton Saigon Hotel, especially the Lobby Lounge department for enabling me to complete my internship Thank Ms Tien, Ms Huong, Mr Loc and all the official staffs have supported and guided me wholeheartedly during the past three months of internship Finally, I would like to thank my instructor - Mr Pham Ngoc Bao Duy, who has followed, supported and given me appropriate orientations in choosing the topic of the report and always reminded me so that I can complete my report on schedule FEEDBACK OF SUPERVISING LECTURER Student’s name: HO KIM NGOC Student ID: 717H0587 Class: 17070511 Academic Year: 2017 - 2021 Ho Chi Minh City, Date………………………………… Supervising Lecturer (Full name and signature) EVALUATION OF MARKING LECTURER Student’s name:HO KIM NGOC Student ID:717H0587 Class:17070511 Academic Year: 2017 - 2021 Ho Chi Minh City, Date………………………………… Marking Lecturer (Full name, Signed and Sealed) INTRODUCTION The strong development of life goes hand in hand with many new human needs In which, the need for travel, relaxation, dining, entertainment is one of the needs that people are interested in, or it can be said, is an indispensable need in life In 2019, the tourism industry contributed 9.2% of the country's GDP; competitiveness of Vietnam's tourism ranked 63 out of 140 economies participating in the ranking In the period 2015-2019, Vietnam's tourism industry achieved an average growth rate of 22.7% per year and is one of the countries with the fastest tourism growth in the world According to the World Economic Forum (WEF), due to the impact of the Covid-19 pandemic, global GDP is estimated to lose about 4.5 trillion USD and lose more than 60 million jobs in 2020 Tourism is one of the hardest hit industries Currently, the Covid-19 epidemic situation is not considered stable Hotels in Vietnam are still operating and serving customers who are mainly people living and working in Vietnam Realizing the importance of loyal customers in the difficult period of the industry, I chose the topic "Analyze methods to improve customer loyalty at Lobby Lounge - Sheraton Saigon Hotel & Towers restaurant, and propose new solutions" for the article in his report, better understand the loyalty building method of the 5-star hotel - Sheraton Saigon Hotel & Tower CHAPTER 1: OVERVIEW OF THE INTERNSHIP PLACEMENT 1.1 Marriott International and Sheraton Saigon Hotel & Tower 1.1.1 Overview of Marriot International 1.1a: Logo Marriott International Marriott International is the largest hotel and resort business and management group in the world Currently, the group owns and manages about 7,000 hotels, more than 1.1 million rooms and at the same time holds more than 30 different brands, including luxury and ultra-luxury segments across 131 countries and territories give people more ways to connect, experience and expand their world There are levels to choose the right accommodation in terms of price and experience within the Marriott Brand:  Luxury o Classic: JW Marriott, The Ritz-Carlton, St Regis o Distintive: Ritz-Carlton Reserve, Bvlgary Hotels & Resorts, Edition, The Luxury Collection, W Hotels  Premium o Classic: Marriott, Delta Hotels, Sheraton, Marriott Executive Apartment o Distintive: Westin Hotels & Resorts, Autograph Collection Hotels, Le Méridien, Renaissance Hotels, Design Hotels, Tribute Portfolio, Gaylord Hotels  Select o Classic: Courtyard by Marriott, SpringHill Suites by Marriott, Fairfield by Marriott, Four Points by Sheraton, Protea Hotels, Residence Inn by Marriott, Towneplace Suites by Marriott o Distintive: AC Hotels, Aloft Hotels, Moxy Hotels, element by Westin 1.1.2 Sheraton Saigon Hotel & Tower 1.1b Logo Sheraton Saigon Hotel & Tower Address: Number 80 Dong Du Street, Ben Nghe Ward, District 1, Ho Chi Minh City, Vietnam Phone: (08) 3827 2828 Fax: (08) 3827 2929 E-mail: sheratonsaigon@sheraton.com Website: vn.sheratonsaigon.com General Manager: Mr Jullian Wong Located in a prime location on Dong Khoi Street, just a few minutes away from famous attractions, administrative centers, office buildings and entertainment shopping areas, Sheraton Saigon Hotel & Towers is a stop The ideal foothold helps guests immerse themselves in the vibrant city life with luxurious experiences, modern facilities and professional services With 485 luxury rooms and suites with full amenities and wide views overlooking the magnificent city and Saigon River Each room is standardized with the highlight of the Sheraton Signature Bed Experience In particular, the system of 379 newly upgraded rooms in Main Tower, designed with inspiration from Vietnamese lotus flowers, will bring visitors an intimate and inspiring experience Savor delicacies at Sheraton Saigon's renowned restaurants, from the famous Saigon Café with its buffet of fresh seafood and Western grilled dishes to the 10 Kitchen Security Engineering Purchasing Fitness Aqua Spa Chart 1.3: Sheraton Saigon Hotel & Tower ‘s organizational chart (Source: Sheraton Saigon Hotel & Tower) 18 1.3.2 Function and duty of each departments  General Manager General Manager - the person who makes decisions, plans, assigns work to other departments and departments General Manager will comprehensively manage the financial (revenue, profit, loss) and monitor the operation of the business  Sale & Marketing Develop and implement hotel brand promotion plans, hotel service advertising programs Negotiate, persuade and sign service use contracts directly with customers Exploiting and developing customers from different sources Actively contact potential customers to introduce services, advantages and incentives of restaurants and hotels Manage customer data, perform customer care tasks Design: Banners, flyers, catalogs, profiles, brochures, etc Take photos, write articles about hotel restaurant activities and services and regularly update them to customers  Front Office Provide information, introduce and advise customers about the hotel's services Receive and promptly handle complaints and requests of customers, bringing satisfaction to customers Take reservations and arrange rooms for customers  Food & Beverage Is one of the main departments that bring in revenue for the hotel The Food and Beverage department provides catering services such as buffet, coffee, food for room guests, visitors, events,  Housekeeping Responsible for cleaning and sanitizing rooms in the hotel Housekeeping ensures that the rooms are always clean and beautiful before guests arrive and after 19 guests check out The important task of Housekeeping is to maintain the hotel room standards  Human Resources Human resource recruitment organization Manage salary, bonus, and insurance issues Organization1 of training and human resource development Building activities to connect relationships in the business  IT Department IT staff is responsible for supervising the operation of information technology department at restaurants and hotels Quickly handle unexpected problems to ensure that the system always operates continuously and efficiently, minimizing interruptions as well as affecting the operation of other parts  Accounting Controlling hotel financial fluctuations, assisting the board of directors in planning business strategies, optimizing costs, managing risks,  Kitchen Provide delicious food to diners In restaurants and catering establishments, the kitchen department is considered the "soul", the "heart", and the brand ambassador of the establishment Because, customers come to enjoy delicious food, great service  Security Ensure the safety of customers, employees and hotel property  Engineering Ensure that the electricity, water, equipment and machinery such as sound, light, etc are in good working order  Purchasing Responsible for finding suppliers of food and goods for hotel operations, conducting market price surveys, performing purchase procedures 20 1.4 Analyzing the operation performance of Sheraton Saigon Hotel & Towers 2020 2021 Q1/2022 Chart 1.4: the operation performance of Sheraton Saigon Hotel & Towers (Source: Sheraton Saigon Hotel & Tower) The revenue and profit of every business is a secret During the internship, through the sharing of the manager, the revenue situation of Sheraton I estimated Saigon through the chart above As we see on the chart, 2020 is the year Covid-19 started to appear, this year is considered the most crisis year of the hotel industry, so the revenue reached an extremely low level In the next year, Vietnam is considered the most stable country in the world, so Sheraton Saigon also started to have a strong increase in revenue, but near the beginning of 2022, the epidemic situation in Vietnam developed strongly , so revenue has decreased compared to 2021 21 Chapter 2: ANALYZE METHODS TO IMPROVE CUSTOMER LOYALTY AT LOBBY LOUNGE - SHERATON SAIGON HOTEL & TOWERS 2.1 Introduction Lobby Lounge 2.1.1 Role and Function In general, Lobby Lounge is an indispensable place for hotels with a scale of to stars This is considered the face of the hotel in serving Food and Beverage The Lobby Lounge department is a place for a wide range of customers from guests staying at the hotel to passing guests who still come here to enjoy 5-star standard food and drinks and a quiet, luxurious space important In addition, Lobby Lounge is also the place in charge of Welcome Drinks for guests to enjoy while waiting for check-in procedures Besides, Lobby Lounge often has many programs such as Happy Hours, Afternoon Tea to attract more customers Located in the lobby of the hotel, with a capacity of more than 110 guests, specializes in serving Alacarte dishes, alcoholic and non-alcoholic drinks, snacks, afternoon tea With luxurious style, quiet space, modern equipment Open every day of the week from 7:00 AM and last order at 23:45 The Alacarte menu is served throughout the day Afternoon tea starts from 14:00 to 16:30 The Happy Hours program starts at 17:30 and ends at 19:30 with special prices to attract visitors in this time 22 2.1.2 Organizational chart & Function of each position 2.1.2.1 Lobby Lounge Organizational chart Chart 2.1.2: Lobby Lounge Organizational chart (Source:Lobby Lounge Sheraton Saigon Hotel & Tower) 2.1.2.2 Function of each position  Manager: Responsible for managing the entire Lobby Lounge such as: monitoring, daily revenue tracking, making new proposals to superiors to promote revenue,  Assistant Manager: Support to manage some jobs related to the Front Office, training, arranging shifts, supervising employees, tracking revenue, solving problems that occur during the day  Captain: Responsible for the tasks assigned by the Assistant Manager, supervising employees, solving situations, training  Captain Batender: Responsible for inventory quantities such as: fruit, wine, water, ingredients There is also the quality of the drink as well as suggestions for adding or removing a drink  Batender: Processing drinks, creating new dishes on request or by yourself 23  Attendant: Serving customers, making payments, making bill summary reports according to work shifts 2.1.2.3 Analyzing employee situation in Lobby Lounge Position Number of Gender Age people Manager Female 42 Year of Education experience level 14 Bachelor‟s degree Assistant Manager Female 27 Bachelor‟s degree Captain Male 30 vocational college Captain Male 53 18 Batender Batender Attendant High school diploma male/ Male: 25 Male: Bachelor‟s female Female: 27 Female: degree Female 24 Bachelor‟s 25 degree 26 months Table 2.1.2: The employee situation in Lobby Lounge (Source: Lobby Lounge Sheraton Saigon Hotel & Tower) The number of Lobby Lounge employees is relatively small, but always ensures to serve customers in the most professional and perfect way Most of the staff at Lobby Lounge are young and highly educated, because Lobby Lounge always requires dynamic, young, good-looking and communicative 24 employees The members of the management team are people with many years of experience to be able to grasp and handle special situations that arise as well as pass on the inherent experiences to subordinates 2.1.2.4 Employee's shift  Shift A: 7:00 – 15:45  Attendant  Getting keys from the security  Check lights/temperature/music  Check table set up, chair and table  Check all tray cleanliness for operation  Receive cash float  Check bill handover  Wipe all the bill folders and drink list menu  Check item 86 for F&B, wine on board  Check and refill service stations with enough equipment for service  Check menu, drink list, wine list, newspaper, flower  Prepare and fold napkin enough for operation  Batender  Turn on coffee machie1  Unclock all fridges and cabinet  Prepare coffee and tea  Prepare gamish for beverage  Check bottle labels, expirations dates  Set up beverage  Check HoH Fridge cleanliness & tidiness and temperatures  Prepare all fruits for operation  Check Tiger draught, postmix before serving  Check cleanliness of shelves, fridge, coffee machine  Check cleanliness of glassware 25  Check cleanliness of ice water tank,boiler  Check and refill all beverage enough for operation  Raise Market list to Mr.Khoa appoval before 12:00  Receive fruit at basement  Receive beveraage from store Mon, Tues, Friday  Check Lobby wine shelf  Check cleaning schedule and temperature record  Shift A1: 9:00/10:00 – 17:45/18:45 This shift is only for Manager and Assistant manager or Captain  Shift B: 15:30 – 24:15  Attendant  Cashier report  Check and cleanliness all tray  Table set up, chair and table  Pantry cleanliness and nice arrangement  Check POS before turn off  Turn off music, POS, lights  Lock cashier counter, cabinet, pantry  Hand over glassware by the late guest to IRD nightshift  Hand in selling report and cash float  Return key to Security  Batender  Bar inventory  Raise form to order beverage on Sun, Mon, Thursday  Check Fridge cleanliness and tidiness  Check cleanliness of Tiger draught, postmix, coffee machine  Cleaning all top of shelf, fridge, coffee machine  Check cleanliness of glassware  Wash ice water tank, boiler 26  Checl the cleaning schedule and temperature record  Lock all fridge, turn of light and close the door 2.2 Analyze methods to improve customer loyalty at Lobby Lounge - Sheraton Saigon Hotel & Towers Turning new customers into loyal customers and maintaining that loyalty in the ... close the door 2.2 Analyze methods to improve customer loyalty at Lobby Lounge - Sheraton Saigon Hotel & Towers Turning new customers into loyal customers and maintaining that loyalty in the ... Evaluating methods to improve customer loyalty at Lobby Lounge Sheraton Saigon Hotel & Towers 35 Chapter 3: SOLUTIONS AND RECOMMENDATIONS 37 3.1 Proposing new solutions to improve customer. .. the topic "Analyze methods to improve customer loyalty at Lobby Lounge - Sheraton Saigon Hotel & Towers restaurant, and propose new solutions" for the article in his report, better understand