Improving quality of booking service at trade union hotel 2020

NATIONAL ECONOMICS UNIVERSITIY BUSINESS SCHOOL  IMPROVING QUALITY OF BOOKING SERVICE AT TRADE UNION HOTEL Supervisor : MA LE VAN NAM Student name : NGUYEN TIEN THANH Student code : 11164686 Class : EBBA - 8A Major : BUSINESS ADMINISTRATION IN ENGLISH HÀ NỘI - 2020 TABLE OF CONTENT TABLE OF CONTENT LIST OF TABLES LIST OF FIGURES ACKNOWLEDGEMENT CHAPTER 1: INTRODUCTION 1.1 RATIONALE 1.2 RESEARCH OBJECTIVES 10 1.3 RESEARCH QUESTIONS 10 1.4 RESEARCH METHODOLOGY 11 1.4.1 Research process 11 1.4.2 Data collection 12 1.4.3 Data analysis .12 1.5 SCOPE OF RESEARCH 13 1.6 STRUCTURE OF RESEARCH .13 CHAPTER 2: THEORETICAL FRAMEWORK OF IMPROVING BOOKING SERVICE AT UNIONTRADE HOTEL 14 2.1 BOOKING SERVICE AT HOTEL 14 2.1.1 Booking service at hotel: 14 2.1.2 Booking service quality 20 2.2 MODEL TO ANALYZE BOOKING SERVICE QUALITY 20 2.2.1 SERVQUAL model 20 CHAPTER 3: MEASURING QUALITY OF BOOKING SERVICE AT UNION TRADE HOTEL 26 3.1 OVERVIEW ABOUT TRADE UNION HOTEL 26 3.1.1 Introduce 26 3.1.2 Milestones in the development process .26 3.1.3 Functions and missions 27 3.1.4 Organizational structure 28 3.1.5 Financial characteristics 30 3.1.6 Scale and structure of staff .31 3.2 EVALUATE THE QUALITY OF BOOKING SERVICES IN TRADE UNION HOTEL 35 3.2.1 Descriptive statistics of research samples 35 3.2.2 Analyzing components of booking service quality at Union Trade Hotel .39 3.3 General assessment of booking service quality at Union Trade Hotel 47 3.3.1 Achievements 47 3.3.2 Limitations and causes: .48 CHAPTER 4: SOME SOLUTIONS TO BOOKING SERVICE OF QUALITY AT TRADE UNION HOTEL 50 4.1 ORIENTATION TO IMPROVE THE QUALITY OF BOOKING SERVICE IN THE UNION HOTEL .50 4.1.1 Development directions of Trade Union Hotel 50 4.1.2 Orientation to improve the room booking service of the hotel 51 4.2 Some solutions to improve booking service at the hotel 52 4.2.1 Reliability 52 4.2.2 Tangibles 52 4.2.3 Responsiveness 53 4.2.4 Assurance 54 4.3 Recommendations 55 REFERENCES 58 APPENDIX 1- QUESTIONAIRE 59 APPENDIX2 64 LIST OF TABLES Table Scale of Booking service quality under the SERVPERF model .23 Table The business results of Union Trade Hotel from 2016-2018 30 Table Number of employees at the Union Trade Hotel in the period 20162018 32 Table 3 Staff structure by age and gender period 2016-2018 33 Table Age of customers 36 Table Qualification of customers .37 Table Use frequency of booking room .38 Table Results of service quality assessment through Reliability 39 Table Results of booking service quality assessment through “Empathy” 41 Table Results of assessing the quality of booking services via Tangibles 43 Table 10 Results of booking service quality assessment through “Responsiveness” 44 Table 11 Results of booking service quality assessment through factor “Assurance” 46 LIST OF FIGURES Figure 1: Research Process 11 Figure Theoretical framework 21 Figure Organizational structure of Union Trade Hotel 28 Figure Descreptive statistic of research samples about gender 35 Figure 3 Time of using services 38 Figure Results of service quality assessment through Reliability 40 Figure Results of booking service quality assessment through “Empathy” 42 Figure Results of assessing the quality of booking services via Tangibles 44 Figure Results of booking service quality assessment through “Responsiveness” 45 Figure Results of booking service quality assessment through factor “Assurance” 47 EXCUTIVE SUMMARY This thesis is about my internship process in the Human Resources Department in Trade Union Hotel In this report, I have discussed about the major aspects which related with the improving quality of booking service In detailed, I have also discussed about policy, level satisfaction of employees in Trade Union Hotel which I perceived during my internship process The main purpose of the thesis is to analyze the situation of improving quality of booking service in Trade Union Hotel This report is divided into four main parts including: introduction, theoretical basis, analysis of improving quality of booking service of Trade Union Hotel and solutions Research is conducted to accomplish three following goals: - First, Review the theories of service quality and choose the most suitable one to apply to the research - Second, identify the dimensions to measure service quality and analyze the service quality of booking at Union Trade Hotel - Third, propose suggestions to enhance service quality at Union Trade Hotel The theoretical framework used in this study base on the SERVQUAL model derived from the study of Parasuraman, ZeithamI, and Berry in 1985 While applying this model, the creator has balanced as per the reasonableness of the postulation The investigation results are plainly shown in Chapter The study used both primary and secondary information to accomplish the above objectives For survey 200 customers utilizing 25 identified variables for classify important influences toward service quality, quality and quantitative research approaches are used in conjunction The results of the study showed that five variable dimensions that have effect on the experience of customers, they are (1) Competence, (2) Tangible, (3) Responsiveness, (4) Reliability, and (5) Empathy From the research founded, there are some recommendations that will help Union Trade Hotel to improve its service quality First and foremost, Union Trade Hotel needs to increase its expertise in quality of service, in particular in improving the quality of employees Next, Union Trade Hotel can spend more in the intensification of technology, facilities and equipment Last but not least, it will have to keep with the strategic and sustainable development, continuously improving the quality of operation of hotel ACKNOWLEDGEMENT First of all, I would like to express my thanks to the Bachelor of Business Administration in English program (E-BBA) of Business School, National Economics University with all the useful knowledge which helps me to broaden my career prospects through practical experience and essential skills Secondly, I sincerely thank Mr Le Van Nam, my supervisor who is always willing and ready to give me valuable advice, careful guidance and helpful comments so that I can complete my paper research I also want to give my gratitude to all employers and employees at Union Trade Hotel They are always ready to support me whenever I have to face a problem during my internship Their professional guidance and suggestions help me to gain so much worthy experiences Last but not least, I am grateful to all of my classmates for sharing the difficulties and motivating me to work harder to implement my goals CHAPTER 1: INTRODUCTION 1.1 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 socioeconomic 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 Hotel” 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 1.2 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 1.3 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 Trade Union Hotel? 10