Improving quality of booking service at trade union hotel 2020

INTRODUCTION

RATIONALE

In recent years, along with the trend of the times, Vietnam has been gradually integrating with other countries in the world in many areas of socio- economic life The development of the economy leads to a clear change in people's lives, their needs also change richer and more complex To meet that demand, the strong development of service is an indispensable objective.

Hotel and tourism industry are gradually becoming an important key industry, contributing greatly to the overall economy of the country The hotel system of our country is developing at a rapid pace, many hotels are newly built and put into operation, resulting in fierce competition in the market, especially in big cities like Hanoi, HCMC

In order to develop and operate effectively, the hotel and tourism business enterprises must not only give themselves the advantages of technical facilities but also having to create a unique feature unique in quality service provided. Accommodation business is the main activity in most hotel businesses in our country It contributes largely to the sales and profits of these businesses In fact that in many small-scale hotels, the ability to compete with other hotels in the area is a difficult problem to be solved.

Through observation, investigation, interview, as well as customer feedback, management during a general internship at Union Trade Hotel, I realized that Union Trade Hotel is a 3-star hotel We have been trying our best to improve the quality of accommodation to satisfy their needs and at the same time improve the efficiency of our business and really consider the quality of service as a Competitive advantage in the market Despite the advantages in the booking service business, the Union Trade Hotel has not taken full advantage, there are still restrictions on room service quality Therefore, it is necessary to improve the quality of room service in order to attract more customers to the hotel, contributing to increase revenue and enhance the position of the hotel in Hanoi.

To promote business activities, improve the quality of room service at the hotel, help the hotel improve business efficiency, I decided to choose the topic for my graduation thesis is “Improving quality of booking service in Union Trade

Research the topic with the desire to offer solutions to improve the quality of booking service at Union Trade Hotel, there by promoting activities to improve the quality of hotel booking services.

RESEARCH OBJECTIVES

For resolving these problems, my thesis is focused on subsequent objectives:

- Theories of improving quality of booking service

- Identify clear requirement of improving quality of booking service in Trade Union Hotel

- Analyzing and evaluating the improving quality of booking service of Trade Union Hotel

- Propose solutions to improving the Trade Union Hotel’s quality of booking service

RESEARCH QUESTIONS

In order to resolve these objectives, the thesis is to answer those following question:

- What are the theories of improving quality of booking service?

- What is requirement of improving quality of booking service in TradeUnion Hotel?

- What are happening in improving quality of booking service in of Trade Union Hotel?

- What are solutions and recommendations to improve the quality of booking service in Union Trade Hotel

RESEARCH METHODOLOGY

Current situation of booking service quality in Union Trade Hotel

SERVPERF model to measure service qualityLiterature review

In-depth interview method to collect but information about these characteristics of improving quality of room service, evaluation criteria, influencing factors, solutions to improve quality of booking at Trade Union Hotel The author will conduct interviews with the subjects: Company leaders, reception department, human resources department and customers The qualitative research tools used include: semi-structured questionnaires for seminars, in-depth interviews, and recording typical stories.

All talks and interviews have been recorded and recorded basis for writing the report All participants must be informed in advance about the research purpose, interview process, information confidentiality.

The survey will use structured / semi-structured questionnaires to collect information.

Number of samples: 200 customers of Trade Union Hotel The quantitative survey sample was determined by the typical sampling method with random selection at total employees with the return rate to the homeland consistent with the questionnaire of Trade Union Hotel Distribute survey forms to employees, provide instructions on how to fill out and supplement appropriate information with the interviewees in case of need.

Economic statistical method: A method of summarizing data collected at Trade Union Hotel and newspapers, magazines, etc This method is used to analyze and assess the actual of quality service of Trade Union Hotel.

Comparative method: A method of conducting the collation of statistics over the years, comparing indicators and figures On the basis of that, assess whether the developmental or non-developed, successful or failure, effective or ineffective to find the most optimal solution for improving quality of booking service of Trade Union Hotel.

SCOPE OF RESEARCH

Research of object: The object of this examination focuses on improving quality booking service at Trade Union Hotel.

Location: This research concentraded on collecting information from 168 employees at Trade Union Hotel

Timing: The secondary data were collected from 2016 to 2018 Primary data were collected in this period from November to December 2019.

STRUCTURE OF RESEARCH

The thesis includes four chapters as follows as:

Chapter 2: Theoretical framework of improving quality booking service at Trade Union Hotel

Chapter 3: Measuring quality of booking service at Trade Union Hotel Chapter 4: Some solutions to improve quality booking service at Trade

THEORETICAL FRAMEWORK OF IMPROVING

BOOKING SERVICE AT HOTEL

As presented by Philip Kotler: Administrations are exercises or advantages given to motivation behind trade, principally in elusive structure and make no possession move

As presented by the ISO Quality Administration Framework: Administrations are aftereffects of direct exercises among providers and clients and inside exercises of providers to address issues of clients

- Firstly: Imperceptibility As indicated by Robinson 1999, administrations are a progression of imperceptible items, benefits that can't be estimated, weighted, put away, tried preceding buy for quality investigation Subsequently, it is hard for administrators to see how clients see and access administration quality

- Secondly: heterogeneity Administrations are heterogeneous, particularly for exchanges including high human work It is on the grounds that tasks of administrations are unique in relation to providers to clients, contingent upon time of business, and so on Heterogeneity, in this way, can't be ensured

- Thirdly: Indistinguishability from creation, circulation and utilization (Caruana and Pitt 1997).

The widely used service concept is the service concept defined by ISO-9004-2: 1991E: Services are the result of interaction activities between suppliers and customers, and like thanks to the activities of our suppliers to meet the needs of our consumers Booking service is a product and service provided to guests by the hotel, it covers all activities to satisfy the needs of rest and other needs of guests from the time guests arrive at the hotel procedures to leave the hotel

2.1.1.3 Features of hotel room service

Booking service is in basic service, so room service is full of general service features:

This is a distinctive feature of products and services compared with conventional goods Customers cannot feel or see before consuming products or services Room service expresses intangible things that customers cannot see or feel before consuming the service such as service attitude, service skills of staff only when customers use the service they can feel it Room service is the biggest difference is not visible, tasting, smelling, feeling, hearing before use However, the service or room service still exists the tangible elements that are the facilities in the hotel, the equipment and facilities in the room These are the things guests can see and evaluate the quality of, from which they will draw conclusions about room service quality or service quality in the hotel in general. Therefore, the best way to overcome the intangibles of room service is to increase the tangible factors to increase persuasion to customers. Specifically, the hotel needs to invest in the system of facilities, luxurious equipment and aesthetics, to stimulate the feeling of guests and create trust and safety in them.

- Homogeneity between production and consumption of services:

With products and services, the supply and demand cannot be separated due to the simultaneous production and consumption, which means that when customers have demand then the process of production takes place and the production takes place there or the production takes place only a few minutes earlier The production and consumption processes take place at the same time and at the same place This is also the difference with most common goods, which have to go through three stages of production, circulation and consumption, and there is always a separation of space and time between production and consumption It is also because this feature makes it difficult for consumers to check for defective products and it is also difficult for the waiter to correct errors when providing the service. Products and services are only produced at the request of customers. Therefore, customers can be considered as "input materials" of the production and supply process of products and services.

- Customer participation in the process of service creation:

Due to the concurrency of production and service consumption, customer participation in production is indispensable Customers are an important and indispensable input to creating products and services Not having customer requirements means that there will be no demand and there will be no supply Manufacturers do not have the basis to create products or services, if any, there will be no objects served More specifically with room service, when guests come to the hotel, they make a request to book a room to stay, then the room service such as cleaning the room, changing bedding, vacuuming, laundry just started The head is taken more often. Customers not only participate in the process of creating services as a service consumer, but also act as an indispensable input As such, the presence of customers is very important and customer participation is crucial in creating products and services

The service is personalized, making it difficult to set service standards.Each customer has different habits and interests due to differences in geographical areas, the influence of different cultures on lifestyles,differences in physiology, knowledge level, experience so they have different requirements, satisfaction levels, attitudes, behaviors, To overcome this problem, suppliers and especially service employees - those who have direct contact with customers must have empathy with customers This is a decisive skill in providing excellent service to customers It is these factors that increase the confidence and love for the work of the employees, thereby helping them to limit the psychological pressure that can occur on both sides.

Due to the simultaneous nature of production and consumption, products and services are easily damaged during production and cannot be stored or remade In hotel - tourism this is easy to see especially in hotel room service When a hotel room is wasted one night, it cannot be resold In order to limit this feature, hotels need to develop development strategies to attract guests and keep guests staying for a long time, avoiding waste. Besides room service also has some of the following characteristics.

The hotel is built in a location far away from the regular residence of the guest Room service products cannot be shipped from one place to another Therefore, if you want to use the services of a hotel, you must come to your place to use the service The fixed is also shown that the hotel cannot expand or narrow the number of rooms on a regular basis. This means that hotels like it or not cannot narrow the room to reduce costs at the off-season, nor can build more rooms to meet the needs of guests at the main time With the stability of the service, when the supply is greater than the demand, it is inevitable that the quality of service must decrease In order to overcome the fixed service, the hotel needs to organize market forecasting, regularly update information, coordinate and use some policies that change from time to time such as the discount. rooms, increase outstanding services, increase benefits for customers in off season.

Two basic elements to create a room service product, that is customers and suppliers (hotels)

- Customers: are one of the two factors involved in the service production process in general and room service in particular How to attract customers? Not every business since its inception has had the desired number of customers There is demand for supply, which is the most basic business principle, so it is necessary to understand the needs of customers, not only current needs but also forecasting future needs of surname When there is a need for room service guests can book directly or indirectly via the phone or the hotel website, guests can state their requirements so that the hotel can meet the maximum guest request The customer is the input of room service.

- Suppliers: hotels are the place to create and provide services to meet the needs of customers To provide guests with products and services of high quality, close coordination is required between the hotel divisions These departments must be scientifically organized based on the appropriate governance model Room division needs to be flexible connecting guests to other parts of the hotel Besides, there is no small contribution of the room service business that is providing facilities, equipment, tools and utilities in the hotel.

Regardless of any hotel business, the hotel has a common supply process, the same is just the organization that operates to be most effective.

The following is the process of providing hotel room service:

- Step 1: Booking This stage, the hotel business department plans, then the receptionist will introduce guests who need a reservation about the type of hotel room, the price structure of each room quality of the hotel And guide guests through the hotel reservation process Upon receiving a reservation request (directly or indirectly), the reservation staff shall record all information about the customer, information about the type of room to book, then the reservation staff determines the availability of hotel, from which agreement, persuade guests to book, when guests accept booking staff to confirm and confirm the information with guests.

- Step 2: Check in Here, guests will be guided by the receptionist to check in, after completing the necessary procedures, the guest will receive the key and will be led by the room staff to the room there room staff will guide guests how to use the equipment as well as verify with guests about the status of the equipment in the room.

- Step 3: Room service Here, guests can use all the facilities in the room, customers can easily get a deep sleep with comfortable furniture and equipment Guests also receive the dedicated service of room service staff in the hotel.

- Step 4: Check out in order to leave the hotel at the end of a vacation guests have to check out the hotel Room staff must do procedures to check the quality of the room equipment The front desk staff will check in the room and pay the guests.

2.1.2.1 Concept of booking room service quality

There are many concepts of room service quality, but the concept of ISO-

MODEL TO ANALYZE BOOKING SERVICE QUALITY

SERVQUAL model was created by Parasuraman et Al (1988) and afterward was highly censured by numerous creators and scientists In view of the model, Cronin and Taylor (1992) built up another model called SERVPERF with the establishment of SERVQUAL model SERVPERF is utilized in the proposition as its exploration model In 1992, from the consequences of their trial explore, Cronin and Taylor proposed SERVPERF Model and accepted that this model is superior to SERVQUAL Model What's more, Quester and Romaniuk

(1977) additionally directed the examination between these 2 models in the Australian promoting industry and inferred that SERVPERF Model is superior to SERVQUAL Model

Cronin and Taylor (19920 showed that with SERVPERF Model, the clients' impression of the administration execution can effectively mirror the administrations quality There is no compelling reason to utilize the normal quality Consequently, as indicated by SERVPERF Model:

SERVPERF Model is a variation of SERVQUAL Model SERVPERF Model is utilized to quantify the clients' discernment (rather than estimating both saw and expected quality like SERVQUAL Model), at that point recognize the administrations quality and overlook the estimation of clients' desire. SERVPERF Model has fixed the shortcoming of SERVQUAL Model.

The factors of this model can be characterized as followings:

 Reliability: Reliability is the capacity to guarantee that the administration is served surely and precisely as guaranteed It mirrors the consistence and reliability if an association's administrations The clients accept this is one of five most significant variables Thusly, the association which can't work well for their administrations is viewed as a fruitless one (Cronin and Taylor, 1992)

 Responsiveness: Responsiveness is the staff's preparation and assurance that the administration is performed rapidly It mirrors the reliability of the association to stay faithful to its commitment of

Tangibles offering its types of assistance and the reluctance of the staff to have the best possible way of serving Making clients hold up without a suitable explanation will make the negative effects on clients' assessment of administrations quality (Cronin and Taylor, 1992)

 Assurance: This is the staffs' information and abilities when speaking with clients (Cronin and Taylor, 1992)

 Empathy: This is demonstrating the unique minding to every client.

The association imagines clients' perspective with the goal that they can comprehend clients' requests and give them of essential administrations The administrations that can't cause clients to feel good and advantageous are fruitless in sympathizing with clients (Cronin and Taylor,1992)

 Tangibles: Administration in elusive: in this manner, to certain degrees, clients will base on physical assets to assess administrations quality Physical assets here mean offices, hardware, records and particularly staffs' picture which makes the most grounded impression to clients (Cronin and Taylor,1992) Hotels as well as implementing communication activities not only based on subjective opinions from administrators that have derived from customer’s expectations about the performance of the hotel, but also depend on whether hotels hold anticipated that this meets the customer or not With what the hotel has done and conveyed it to the customer, the bank can collect the assessment of customers to understand the quality of their existing services how to create an appropriate communication strategy Doing this can help narrow the gap between the expectations and perceptions of the quality of booking service, enhance competitiveness – necessity in the banking business (Sheetal B Sachdev, 2004)

From the base of the theory and related studies, this research conducted modelling with the dependent variable is Booking Service quality, while independent variables are variables as following:

With the hypothetical premise as above, it can abridge unique research model as follows:

The point by point estimation scale with measurements and criteria for dissecting and estimating Booking Administration quality in Association Exchange Lodging is as per the following:

For Booking administration, after overview and meeting, the writer balanced scale and research model with 5 parts incorporating 25 factors with 5 factors for Reliability, 4 factors for Empathy, 4 factors for Tangibles, 6 factors for Responsiveness and 3 factors for Assurance.

Table 2 1 Scale of Booking service quality under the SERVPERF model

The level of information safety and security Booking processes correctly with no errors The hotel always satisfactorily settles complaints inquiries from customers

The hotel strictly follows the contents as committed to customers

The hotel always maintains a counselor at the concierge desk to serve clients

Customers agree to be in the queue for booking in Union Trade Hotel in peak times.

Union Trade Hotel staffs are aware of and understanding the needs of customers about quality of booking services

Union Trade Hotel always has many incentive programs that show the interest of the hotel to the customers

Union Trade Hotel values the interests of customers

Wide transaction network Convenient facilities Union Trade Hotel’s facilities are well-equipped The elegance, courtesy are presented at the hotel Booking service integrates many other utilities

Hotel staffs enthusiastically and timely solve responses from customers through the 24/24 hotline

Booking system is working well all the time The utility of booking online

Quick and convenient booking operation Pay by cash or card easily

Affiliation with the network of banks

Staff of Union Trade Hotel are polite, courteous, friendly with customers

Staff of Union Trade Hotel are qualified enough to settle all problems and complaints

Union Trade Hotel always provides the necessary information to customers in a professional way

MEASURING QUALITY OF BOOKING SERVICE AT

OVERVIEW ABOUT TRADE UNION HOTEL

The company name: TRADE UNION HOTEL

Address: No.14 Tran Binh Trong Street, Tran Hung Dao Ward, Hoan Kiem District, Ha Noi City

Director: Tran Thi Mai Huong

3.1.2 Milestones in the development process

Worker's guild Hotel is a Joint Stock Company The organization was built up and put into activity in 1997 as indicated by the choice No 0100110091 of theDepartment of Planning and Investment of the Hanoi People's Committee with the enrolled capital of 10 million The organization is independent and recharges its tasks So as to keep up and create, the organization consistently attempt to beat a ton of troubles in the business procedure to arrive at the objective of the following year higher than the earlier year

Through 22 years of activity, Trade Union Hotel has picked up the trust of various ventures and people

In the time of 2015 up to now: Beside the administration of inn administration improvement ventures, statistical surveying and client request, the extension of exchanging business is likewise an effective business of Trade Union Hotel. Because of this reality, the organization's directors chose to grow to business and go about as specialists for certain things of movement office.

- Trading in tourist cars, transport cars.

In particular, the hotel pays special attention to the main activities in accordance with its functions and expertise, namely: room service, spa service, food service and banquet service.

- Organize business activities, improve competitiveness, research and develop new markets, strengthen existing markets.

- Good fulfillment of all obligations to the state budget.

- Doing business in accordance with state regulations.

- Employees are entitled to full benefits as prescribed.

- Develop and organize the implementation of business plans of the company in accordance with the current regulations.

- Studying the domestic and international supply and demand capabilities, completing hotel service to constantly improve the quality and change type of hotel services to meet consumer tastes

(Source: Human Resources Department) Figure 3 1 Organizational structure of Union Trade Hotel

There are five main departments and their functions in the company:

“The Technical Department: The Technical Department has important role in providing technical support to the operations, consisting of supervision of repairs and maintenance equipment and machines Furthermore, they are responsible in carrying out audits as per the annual audit programs, developing

Department and maintaining technical procedures and manuals, including maintenance procedures.”

“The Finance Department: The duties of finance department of a business are organizing the financial and accounting affairs including the provision of financial information They keep records of the purchases and sales and the capital of the company Simultaneously, they create a balance sheet and profit and loss account by managing the salary and finance.”

“The Marketing Department: The Marketing department has responsibility in advertising and persuading customers to choose the company's services They have to produce advertising campaigns by gathering information from different source.”

“The Human Resource Department: The role of human resource department is admitting, training, and the dismissal of employees and workers in the company. Besides, it can contribute to the company by bring out the best in the employee.”

“Service Department: The most significant office in the organization, bringing numerous important agreements and turnover for the organization; Doing research on advertise extension and search, arriving at the potential clients;Directly performing exchanges with clients, overseeing value records, client records, plans, plans, evaluating, offering and citing items and administrations to clients on the off chance that they have needs, consistently reaching, thinking about clients; Drafting and actualizing the agreement to carry great impact to the organization; Consulting and noting the import and fare methodology to the clients who have questions, vague about the administrations of the organization.

Table 3 1 The business results of Union Trade Hotel from 2016-2018

1 Revenue from sales of goods and provision of services

(Source: Financial Report 2016-2018 of Trade Union Hotel)

In the period of 2016-2018, Revenue from sales of goods and provision of services fluctuated Revenue in 2018 increased by 24% compared to 2017 at 6,1 billion VND and then immediately reduced 18% in 2016 to only 110 billion

VND In 2018, the company achieved sales of 25 billion dong However, we can see net profit after tax was much lower than gross sale, this number in 2016 and

2018 was 2.2 billion dong and nearly 3.5 billion VND respectively According to the data on the table, we can see that cost of sales from 2016 to 2018 always grow up too much, in 2018 increased by 0,7 % if compare to 2016 at 10 billion dong and increased by 0,4 % at 7 billion VND in 2017 Next, look at Gross profit of Trade Union Hotel, the revenue of each year still increased if we compare in three year despite it is not high, in 2016 reduced by 13% at 278 million VND compare to 2018 But in 2018 which decreased by 18,3 % at 488 billion VND compare to 2017 This changes cause by fluctuations in prices and changes in the use of services by customers On other hand, at some aspects in business result of the company such as: Net operating profit, results of other activities, accounting profit before tax and net profit after tax, the percentage of each year has changed and net profit before and after tax decreased year by year, for example: in 2018 reduced by 3.2 % at 6,3 billion compare to 2017 Achieving this result is due to the continuous efforts of the whole staff of the company The business activities of the company are more and more stable and developed

3.1.6 Scale and structure of staff

By the end of 2018, the total number of Union hotel employees was 256.Specifically, the number of employees in the hotel is shown in Table 3.2:

Table 3 2 Number of employees at the Union Trade Hotel in the period 2016-

Source: Division of Labor Organization

Through the above data table, it can be seen that the number of restaurant staff always accounts for a large proportion of the total employees of the hotel From

2016 to 2018, the number of union hotel staff increased by 17, including a increasing in natural payroll and staff increasing to maximize costs.

The two part in restaurant staff and back office have the largest number of employees; in 2018, the total number of employees of restaurant staff was 85 and the total number of employees of back office was 69, accounting for 60% of the total employees of the company; followed by receptionist with 39 people, accounting for 22.5% of total employees.

Employee labor structure by age and gender of Trade Union Hotel is shown in the following table 3.3:

Table 3 3 Staff structure by age and gender period 2016-2018

Source: Division of Labor Organization

Regarding the staff structure by gender: the proportion of male workers accounts for the majority (accounting for nearly 80% of the total number of workers in the company) This proportion is also consistent with the specific characteristics and job requirements of the power plant, requiring good health and physical labor, suitable for men.

Regarding the structure of employees by age, the above table shows that the company's staff is mainly employees aged from 30 to 50 years old The trend of changing the company's working age structure over the years also shows the positive as increasing the proportion of young workers, reducing the proportion of older employees.

In 2018, the young labor force under the age of 30 accounted for 8,6%: This is a work force of young and healthy youth, trained in formal and dynamic schools with dare-to-think qualities quick access to new things, good application of scientific and technical achievements, information technology to professional work but limited experience However, this is also the next force to supplement manpower at the next age.

Employees aged 30 - 40 years old account for 15,45%: this is a type of human resource with a long working experience as well as a relatively long accumulation of knowledge, good health and an important factor contributing to the improvement of High quality team.

Labor accounts for the largest proportion of 18,4% are workers from 40 - 50 years old: These are workers with long experience, solid knowledge However, the rate of 18,4% of workers in this age group is quite high, approaching the age of over 50 years, so the work results will be affected by health factors.

EVALUATE THE QUALITY OF BOOKING SERVICES IN TRADE

3.2.1 Descriptive statistics of research samples

Information assortment was completed from 12/10/2019 to 12/12/2019 The quantity of surveys got was 196 substantial structures that were utilized as information for the following examination Result of personal information of customers are described as follows:

Figure 3 2 Descreptive statistic of research samples about gender

In this way, there were all out 106 male clients, representing 54.08% and 90 female clients with the level of 45,92% Study demonstrated that sexual orientation structure of clients at Union Trade Hotel saw a major deviation Male clients are more than female clients.

From the table, customers in the age from 18-30 and from 31-40 spoke to the best degree Rate extent of assortment in these two ages pack was 64,8

% Degree of customers developed 31-40 was barely higher than customers in bundle from 18-30 Other customer packs spoke to humbler degree This propose progressively young customer pack show more interests in booking organizations since this is another, bleeding edge and safe portion system.

Capability of respondents was devided into 4 gatherings in which clients with school and college degrees take the most noteworthy proportion (37.4) Two gatherings of clients with secondary school and professional preparing level are very equivalent and the gathering of after college accounts just for 3.3% (6 individuals).

Figure 3 3 Time of using services

The above table shows that the longest time clients spend to utilize booking administrations of Union Trade Hotel is under 1 year, representing 56% The gathering of clients more than many year of utilizing booking administration is the littlest, the other two gatherings represent 20% Consequently, faithful clients with booking administration of Union Trade Hotel is moderately little About the use frequency of booking services:

Table 3 6 Use frequency of booking room

The table likewise uncovers that clients client booking generally regularly The gathering with the most noteworthy recurrence utilizes room once per week and regularly The remainder of the client bunches involve less extent This additionally shows how significant booking administrations to clients

3.2.2 Analyzing components of booking service quality at Union Trade Hotel 3.2.2.1 Reliability

Table 3 7 Results of service quality assessment through Reliability

The level of information safety and security 3.22

Booking processes correctly with no errors 2.76

The hotel always satisfactorily settles complaints inquiries from customers

The hotel strictly follows the contents as committed to customers

The hotel always maintains a counselor at the concierge desk to serve clients

The unwavering quality factor with a normal score of 3.12 was appraised as

"Worthy" The service quality is felt at a good level, customers feel reliable when using the hotel's services It is a happy thought The most outstanding criterion is that Union Trade Hotel always maintains a counselor at the concierge desk to serve clients with an average score of 3.63 (Appendix) This criterion has 57 strongly agree answers, accounting for 29.08% of the questions, 30.1% agree,21.43% neutral, 13.78% disagree and only 5.61% strongly disagree Moreover,Union Trade Hotel handles transactions correctly and without errors with an average score of 2.76, rate as 6.12 definite agree, 25% agree, 26.02% neutral and nearly 20% both of disagree and strongly disagree This result shows that the booking process is still interrupted and needs to be overcome to bring more satisfaction to customers The information security and privacy factors are relatively positive, with an average score of 3.22 (appendix), of which about15.82% strongly agree, 19.39% agree and 45.41% neutral, 10.2% do not agree and only 9.18% strongly disagree This shows giving clients additionally pay consideration to the wellbeing and security of their data Be that as it may, in these elements, the inn despite everything has a few weaknesses on some substance focused on visitors, with a normal score of just 2.81, marginally lower than the normal This is a significant factor that mirrors clients' trust in booking room administrations To restrict this condition, the housing needs to get ready projects for laborers, especially new agents before giving out assignments, coming to and provoking clients.

Strongly disagree Disagree Neutral Agree Strongly agree

The level of information safety and security Booking processes correctly with no errors The hotel always satisfactorily settles complaints inquiries from customers The hotel strictly follows the contents as committed to customers The hotel always maintains a counselor at the concierge desk to serve clients

Figure 3 4 Results of service quality assessment through Reliability

Table 3 8 Results of booking service quality assessment through “Empathy”

Customers agree to be in the queue for booking in Union

Trade Hotel in peak times.

Union Trade Hotel staffs are aware of and understanding the needs of customers about quality of booking services

Union Trade Hotel always has many incentive programs that show the interest of the hotel to the customers

Union Trade Hotel values the interests of customers 3.33

The Empathy factor is appraised with a normal score of 3.51, which shows that clients feel the nature of booking service benefits through this factor simply better than expected level There are 4 factors right now, just one factor is exceptionally refreshing at "concurring" level That is Union Trade Hotel always has many incentive programs that show the interest of the hotel to the customers that show the hotel's enthusiasm for its clients with normal score of 3.76 This foundation has 119 firmly concurring reactions, representing to 60.71% of the surveys, 26.53% neutral, 12.76% disagreeing and 0% strongly disagreeing this idea The remaining factors "Union Trade Hotel staffs are aware of and understanding the needs of customers about quality of booking services",

"Customers agree to be in the queue for booking in Union Trade Hotel in peak times.," "Union Trade Hotel values the interests of customers" are not highly rated with the average score from 3.09 to 3.76, " Neutral "level Clients are not happy with the elements of this gathering, "concurring" level isn't come to In this way, Union Trade Hotel need to increasingly useful measures and projects to show the enthusiasm of the lodging towards clients, increment the intensity in the administration for clients to utilize the administrations of Union Trade Hotel.

Strongly Disagree Disagree Neutral Agree Strongly Agree

Customers agree to be in the queue for booking in Union Trade Hotel in peak times.

Union Trade Hotel staffs are aware of and understanding the needs of customers about quality of booking services

Union Trade Hotel always has many incentive programs that show the interest of the hotel to the customers Union Trade Hotel values the interests of customers

Figure 3 5 Results of booking service quality assessment through “Empathy”

Table 3 9 Results of assessing the quality of booking services via Tangibles

Union Trade Hotel’s facilities are well-equipped 2.76

The elegance, courtesy are presented at the hotel 3.02

Booking service integrates many other utilities 3.06

The gathering of Tangibles has the typical extent of 2.84 indicating that the level of satisfaction right now customers isn't commonly high As indicated by the client's evaluation Booking administration incorporates numerous different utilities is exceptionally refreshing with a normal score of 3.06 over the

"agreeing" level (Appendix) This criterion has 109 responses of strongly agreeing, about 60% of the questionnaires 23.5% agreeing, and 31.12% neutral,22.45% disagreeing and only 10.2% strongly disagreeing

Strongly Disagree Disagree Neutral Agree Strongly Agree 0

Wide transaction network Convenient facilities

Union Trade Hotel’s facilities are well-equipped The elegance, courtesy are presented at the hotel Booking service integrates many other utilities

Figure 3 6 Results of assessing the quality of booking services via Tangibles

Table 3 10 Results of booking service quality assessment through

Hotel staffs enthusiastically and timely solve responses from customers through the 24/24 hotline

Booking system is working well all the time 2.69

The utility of booking online 2.88

Quick and convenient booking operation 2.73

Pay by cash or card easily 3.08

Affiliation with the network of banks 3.38

The factor Responsiveness increases normal score of 2.94 demonstrating that Union Trade Hotel has met better than expected level, near the concurring level. Buyers are not happy with responsiveness of booking administrations Right now, factor "Hotel staffs enthusiastically and timely solve responses from customers through the 24/24 hotline" has the most noteworthy normal score of 2.91 With the level above "Concur", clients need to value this administration factor in light of the fact that through the hotline, clients can contact the clients care whenever, anyplace for counsel and demands identified with the booking administrations and the lodging staff do this expertly This model has 24 reactions of unequivocally concurring, about 60% of the polls 21.43% concurring, and 26.53% impartial, 29.08% differing and just 11.73% emphatically opposing this idea.

Strongly Disagree Disagree Neutral Agree Strongly Agree

Hotel staffs enthusiastically and timely solve responses from customers through the 24/24 hotline Booking system is working well all the time

The utility of booking online

Quick and convenient booking operation

Pay by cash or card easily

Affiliation with the network of banks

Figure 3 7 Results of booking service quality assessment through

Table 3 11 Results of booking service quality assessment through factor

Staff of Union Trade Hotel are polite, courteous, friendly with customers

Staff of Union Trade Hotel are qualified enough to settle all problems and complaints

Union Trade Hotel always provides the necessary information to customers in a professional way

The confirmation bunch has a normal score of 3.18, which be considered as having arrived at the concurring level The affirmation has a solid beneficial outcome on the nature of booking administrations In which the rule Staff of Union Trade Hotel are gracious, affable, well disposed with clients is evaluated the most with normal score of 3.22 It is anything but difficult to see that this paradigm has 81 answers of unequivocally concurring, with a high proportion of 44,8%, 26.02% for both unbiased and concurring while 8.67% opposing this idea It is trailed constantly model Staff of Union Trade Hotel are sufficiently qualified to settle all issues and grievances with a normal score of 3.17, 21.43%

"emphatically concurring" and 18.88% "concurring" This gathering of elements is connected to the human factor as far as expert capability, capacity to deal with business and productivity in the working environment Representative is the extension between the lodging and clients For administration enterprises that require high contact with the clients, the administration conveyance procedure of representatives consistently assume a key job in assessing the nature of administration just as the fulfillment of clients.

Strongly Disagree Disagree Neutral Agree Strongly Agree 0

Staff of Union Trade Hotel are polite, courteous, friendly with customers

Staff of Union Trade Hotel are qualified enough to settle all problems and complaints

Union Trade Hotel always provides the necessary information to customers in a professional way

Figure 3 8 Results of booking service quality assessment through factor

General assessment of booking service quality at Union Trade Hotel

- Through the results of the multiple-choice survey, we see that the Union Trade Hotel in recent years has made certain success in improving the quality of booking service, contributing significantly to the total hotel revenue Although the scale of business and resources is limited, the improvement of service quality still has advantages:

- Hotel rooms are designed to suit the needs of many customers Rated close to customer expectations

- Customers always feel comfortable when going to the hotel each time

- The service attitude and service skills of the staff are rated by customers beyond expectations and close to exceeding expectations These factors “Staff of UnionTrade Hotel are polite, courteous, friendly with customers” and “Staff of Union

Trade Hotel are qualified enough to settle all problems and complaints” respectively reached 3.22 and 3.17 point – based on survey Show that the service attitude and professionalism of the staff in the hotel made the customer very satisfied.

- Hotel staff understand the needs of customers is also important factor which is paid attention

- Hygiene directly affects the health and working spirit of guests and employees. When people live in a clean environment, comfortable spirit, all activities and work will take place more smoothly and higher efficiency Because of that, the union hotel takes this issue very seriously, and the customer reviews it very well

- The upgrade of technical facilities and equipment in the room is limited. Although the rooms of the hotel are equipped to ensure uniformity, courtesy and convenience, but due to the long usage time, some of the equipment and machines have broken down phenomenon causing difficulties for guests in the hotel accommodation process and staff in the guest service process.

- Staff's professional qualification is not high, just meeting the requirements of the existing customers of the hotel, not meeting the higher requirements Another disadvantage is the foreign language proficiency of hotel staff, especially room staff is still weak, many people just stop at the general level The young staff, qualified professionals, capable of communicating skillfully and enthusiastically a lot of people have left the hotel Therefore, the hotel has difficulty managing and keeping staff The phenomenon also affects the cost, effort and time of the hotel The quality of the staff greatly affects the service quality of the hotel, so it requires the constant training and retraining for the staff - The hotel rooming process is incomplete, some tasks the omitted segment makes the efficiency of service provision is not high Especially for cleaning the living room and room quality inspection has not been concerned by chamber staff

On the leadership side; Management plays a crucial role in the success of the hotel The manager must have good management skills, a good understanding of the operations of the hotel and must establish good relationships with customers and business partners Although the Trade Union hotel management takes care of the staff, has incentive policies and has issued reasonable rules and decisions, it is still important to decide the existence and development The development of a hotel is a matter of service quality Even with the management, this issue has not been properly understood and cared for As a result, subordinate employees are not well aware of this issue Since the perception of service quality is limited, management does not really care about quality control completed successfully The staff's work is so fast service can be fast but the quality is not as expected.

On the staff side: The number of hotel workers is not well-trained, so the professional qualifications of the staff are not really good and still lack professionalism Sometimes the service staff does not focus on the quality of customer service if they complete the work to get the quantity, not the quality.

SOME SOLUTIONS TO BOOKING SERVICE OF

ORIENTATION TO IMPROVE THE QUALITY OF BOOKING

4.1.1 Development directions of Trade Union Hotel

With acreage about 201m2, the ability to supply 141 room, Trade Union Hotel is always one of the leading hotels and travelling industry in Vietnam Continuing to promote the glorious tradition of the past 35 years, the development direction of the union hotel until 2025 is to constantly develop comprehensively and sustainably, focusing on the main manufacturing industry, which is providing best hotel services, always associating production activities with environmental protection, associating business with social responsibility Specific development objectives are defined as follows:

- Regarding production: Strengthening operation management, efficient exploitation of the units in existing technology lines, investing in innovation, improving technological processes, ensuring absolute safety for production. Trade Union Hotel will provide highest and stable amount of hotel services.

- Regarding business: step by step improving and continuously improving the efficiency of market activities and offering prices Take full advantage of the potential advantages to increase sales and profits.

- Regarding investment: focusing on expanding the scale through investing in power plant construction projects, strengthening the management and use of existing financial sources to meet the requirements of preservation and capital development; repaying the remaining foreign currency loans according to the plan registered with real estate

- Regarding human resource development: The Company always determines that the quality of human resources is an important and decisive factor to the development of the company The goal in the near future is to complete the restructuring and restructuring project for the 2019-2030 period, focusing on successfully implementing the targets to improve production and business efficiency and increase labor productivity; continue to reduce margins according to the plan and conduct research to convert some outsourced services; Considering the quality of training as an important factor to improve the quality of human resources; synchronously deploying software application to evaluate the performance index (KPI) in units, from which to arrange and classify workers accordingly.

4.1.2 Orientation to improve the room booking service of the hotel

Trade Union Hotel always carefully execute the approaches and rules dependent on the guidelines distributed by state In addition, the hotel is continually endeavoring to consummate the booking administration framework, defining objectives and working for hotel Specifically:

- Fortify the education of ideology, quality, proficient ethics and direct of exchanges for all staff, particularly the new staffs Proceeding to merge the unforeseen of units, mastermind, appoint and justify staff pivot as per guidelines of Worker's organization hotel Advance the imitating development, develop propelled models, spur and urge staff to defeat all challenges, join to endeavor to satisfy well the appointed errands.

- Sure that the operation 24/24 of booking service, timely meet the demand for accommodation of clients, especially on the holidays such as Independent days and summer holiday, etc…

- Promote the sale and products to customers Promotion program can vary in different forms: voucher which discount 50%, free usage of tennis court, special program for loyal customers, etc.

- To actively research, enhance the room quality, show well customer care to attract new customers, increase service fee higher to maximum the profit of hotel

Some solutions to improve booking service at the hotel

Research results has shown that the reputation of Trade Union Hotel is appreciated by customers, but it is not really “agree” (higher than level 3 (neutral) but lower than level 4 (agree)) Hence, in order to enhance customer satisfaction on the reliability factor, the hotel should:

- In-charge staffs should carefully, accurately provide information of the service to customers.

- The hotel should make and provide timely services that they promise to clients. Promise is a very vital in daily lives Hence, when the promise is fulfilled, the customers will feel satisfied and highly evaluate the services.

- Hotel is a field which requires a lot of transparency, certainty and professionalism Hence, the hotel must concentrate on recruiting and training employees It is really necessary to ensure that the employees are qualified and flexible enough to settle all the enquiries or complaints from customers.

- Last but not least, the hotel should build a clear and fluent booking process The number of available rooms, the position and facilities of the room, the price and included services are the fundamental information that must be always ready to give to clients The hotel also needs to predict some unexpected situations and their solutions in order that the employees can solve all the problems on time.

According to research results, customers are not satisfied with this factor, the level of satisfaction is extremely low (mean value = 2.84) To increase customer satisfaction, the hotel should follow some of the following recommendations:

- Ensuring and enhancing the safety, security and convenience of customers while using booking services Besides, the booking operation should be easy and simple to follow.

- Regularly check and update the facilities such as network and phones, etc in order to timely correct the problems This will help to limit anxiety or anger of customers which can be caused due to the interrupted calls or the unclear information

- The hotel also needs to pay attention to the information management system To be more specific, this system must ensure that the room data always keep up to date It can be a big problem if the employee gives wrong room information to clients.

- The number of essential facilities should be ensured, each in-charge employee should be equipped with necessary equipment like phones, computers, notebooks, … in order for them to perform the greatest services.

Responsiveness measures the level of desirability, readiness to meet the need of customers The hotel’ motto is to always listen to every complaint and bring satisfaction to customer in a caring, thoughtful manner and minimize the waiting of customers Hence, to improve quality of this factor, the hotel needs to:

- Carrying out assignments and staffing in a timely and effective manner in order to quickly respond to customer requests, limiting the waiting time of customer when operating booking service The employees should ensure the timely responses via hotline 24/24.

- Booking service staff must know how to serve customers right from the start:actively visit, actively explore the needs of customers and respond quickly to those to save time trading, improve the customer satisfaction Through it,booking staff can capture timely information, accurately find the needs of customers, and advise the top management to provide measures close to the needs of customers to improve the service as well as improve the quality of booking services at their hotels.

- It is critical to criticize employees with bad performance, who are complained by the customer Listening to customer feedback is a very effective way to improve the quality of staff since customers directly contact with employees and experience the service so their reaction and evaluation are really reliable.

- Develop mechanisms and methods to determine the deposit schedule Actively research the needs and characteristics of different types of customers, segment customers to provide a consistent service deposit structure for each group For instance, if it is the first time customer book for a room, he needs to deposit 50% of room price; if the customer have used booking service more than one time, he can deposit only 30%, even free deposit expense At the same time, offer new ideas in service and design products for each customer group or individual customers.

- Organize training courses on skills for staffs on the ability to perform work with modern technology and the ability to interact with customers Particular attention must be paid to the young staff who are new to the industry in order to create a good team that will be the core of the hotel in the future Enhance communication capabilities of card service staff because communication skills are powerful means to bring out great quality of service to customers Booking service staff must know how to listen, understand the problems of customers so that it has the basis to serve customers with caring, thoughtful style

- The characteristic of the booking service staff is to contact the customer. Therefore, the hotel needs to develop a scientific and reasonable recruiting process that employs highly qualified staff in line with the specificities of the job.

Recommendations

- Consistently append significance to the style of managing clients, resolve speedily, thinking about clients Improve the capacity to convey, arrange and build up associations with clients Keep up great associations with huge clients, conventional clients to settle and raise capital for banks

- Continuing to raise the degree of expert preparing for the staffs in the bank, particularly the youthful staff Advancing promulgation and showcasing with proper types of advancements, publicizing, motivating forces to present the bank's items and administrations o the individuals in the region

- Adhering to the direction of the upper level bank, the undertaking of financial advancement of the area to set destinations, assignments and arrangements that are appropriate for every period, work fearlessly endeavor to accomplish the set objectives.

- Continue upgrading equipment, expanding booking system to efficiently and timely serve all needs of people in the area

Chapter 3 presents booking administrations of Association Exchange Lodging. The principle segment introduces the aftereffects of research on the effects of variables on consumer loyalty on the nature of booking administrations gave by Association Exchange Lodging The writer directed quantitative research to decide the propriety of the proposed examine model, while deciding components influencing consumer loyalty when utilizing booking administrations of inn under the SERVPERF model Chapter 3 additionally displays the aftereffects of quantitative research dependent on the consequences of examination with SPSS programming, with essential information sources taken from the review poll measurable investigation, scale unwavering quality examination, factor investigation, relapse examination At that point the creator remarked and condensed inquire about discoveries gathering feelings from clients about card administration quality including expressive factual examination, scale unwavering quality investigation, factor investigation, relapse investigation At that point the creator remarked and outlined research discoveries.

Chapter 4 has some recommendations based on the results of subjective and quantitative investigation, the writers have proposed arrangements dependent on the elements that influence the fulfillment of clients utilizing booking administrations It includes: advancing responsiveness, improving substantial methods, reinforcing believability, upgrading client trust and building trust All the measures towards the possibility and down to earth importance are focused on ceaselessly improving the nature of booking administration just as consumer loyalty when utilizing booking administrations of Trade Union Hotel.

With increasing scale, increasing power demand, Vietnam's hotel system has truly become one of the major hotel systems in the world Trade Union Hotel has set a goal of striving to become one of the four leading hotel in Ha Noi, so the demand for human resource quality is also higher, must be commensurate with the development of electrical system, especially in the context of strong industrial revolution 4.0 Therefore, the issue of improving the quality of human resources, including the technical workers, the largest workforce of the power industry, has become one of the top priorities, is a decisive factor in the development strategy of the industry.

As one of the leading companies in Vietnam's hotel industry, in order to achieve the goal of sustainable development, Trade Union Hotel always determines that the quality of booking service is an important and decisive factor planning to the development of the company With the thesis " Improve the quality of booking service at Trade Union Hotel ", based on the research of theories on employees and improving the quality of booking services, cooperation collected, researched, analyzed and assessed the status of the quality of the service at Trade Union Hotel The results of the study showed that, the overall quality of the staff of the union hotel is currently not high and uneven, not meeting the requirements of the current and future companies The thesis has also given a number of specific solutions to improve the quality of staff to meet the development requirements of the Trade Union Hotel from now to 2025. Improving the quality of booking service is a process long-term, requires a lot of effort, dedication and cost Therefore, in order to develop well in the coming years, the Company needs to consistently implement well the proposed solutions.

Although focusing on research, but due to time and level limitations, the thesis certainly has shortcomings and limitations, the author is looking forward to the comments of teachers and colleagues.

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4 Lee, S et al (2016), “A cross-industry comparison of service quality, Journal of Services Marketing”, 20(5), 298-308.

5 McCall, J & Lynn, S (2008), “Modeling repurchase frequency and service quality for fast food outlets, International Journal of Quality

6 Oliveira, S (2010), “Informal Setting for Learning on Campus: Usage and preference, Procedia-Social and Behavioral Sciences”, 344-351.

7 Wansink, P et al (2013), “Descriptive menu labels’ effects on sales, Cornell Hotel and Restaurant Administration Quarterly”, 68-72.

8 Xi, Y & Shuai, L (2009), “Investigation of Service quality in Student Food Service An example of student cafeteria in NHH, International Journal of Quality and Service Sciences”, 113-124.

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QUESTIONAIRE

Dear Sir / Madam I am Nguyen Tien Thanh, presently a student at National Economics University I am completing my final thesis of topic “Improving quality of booking service at Union Trade Hotel” This questionnaire only serves the purposes collecting data for my thesis Hence, all the information is ensured to be confidential Thank you for your cooperation

Q1: Do you use the booking service at Union Trade Hotel?

Yes – Continue No – Stop interviewing

Q2: How do you feel about the booking service?

For customers who use booking services

Q3 How often do you use booking service?

Q4: Would you please rate your agreement with the following statements by circling the score corresponding to the following scale?:

“Disagree” “Neutral” “Agree” “Definitely agree”

NO ASSESSMENT INDICATOR Degree evaluation

1 The level of information safety and security

2 Booking processes correctly with no errors

3 The hotel always satisfactorily settles complaints inquiries from customers

4 The hotel strictly follows the contents as committed to customers

5 The hotel always maintains a counselor at the concierge desk to serve clients

6 Customers agree to be in the queue for booking in Union Trade Hotel in peak times.

7 Union Trade Hotel staffs are aware of and understanding the needs of

1 2 3 4 5 customers about quality of booking services

8 Union Trade Hotel always has many incentive programs that show the interest of the hotel to the customers

9 Union Trade Hotel values the interests of customers

12 Union Trade Hotel’s facilities are well-equipped

13 The elegance, courtesy are presented at the hotel

14 Booking service integrates many other utilities

15 Hotel staffs enthusiastically and timely solve responses from customers through the 24/24 hotline

16 Booking system is working well all the time

17 The utility of booking online 1 2 3 4 5

18 Quick and convenient booking operation

19 Pay by cash or card easily 1 2 3 4 5

20 Affiliation with the network of banks 1 2 3 4 5

21 Staff of Union Trade Hotel are polite, 1 2 3 4 5 courteous, friendly with customers

22 Staff of Union Trade Hotel are qualified enough to settle all problems and complaints

23 Union Trade Hotel always provides the necessary information to customers in a professional way

Please tell me a little about yourself.

4 Doctor Q8 How long have you been using booking service?

Q9 According to you, what solutions can improve the quality of booking services at Union Trade Hotel?

The level of information safety and security

Booking processes correctly with no errors

The hotel always satisfactorily settles complaints inquiries from customers

The hotel strictly follows the contents as committed to customers

The hotel always maintains a counselor at the concierge desk to serve clients

Customers agree to be in the queue for booking in Union

Trade Hotel in peak times.

Union Trade Hotel staffs are aware of and understanding the needs of customers about quality of booking services

Union Trade Hotel always has many incentive programs that

3.76 show the interest of the hotel to the customers

Union Trade Hotel values the interests of customers

Union Trade Hotel’s facilities are well-equipped

The elegance, courtesy are presented at the hotel

Booking service integrates many other utilities

Hotel staffs enthusiastically and timely solve responses from customers through the 24/24 hotline

Booking system is working well all the time

The utility of booking online 14.2

Quick and convenient booking operation

Pay by cash or card easily 0 33.1

Affiliation with the network of 0 23.9 33.1 23.9 18.8 3.38