Through actual observation of business operations and direct participation in some working processes here combined with the results of actual surveys, surveys of customers, the process o
Research Rationale .- - su TH Thu TH Hư nh nh 1 V000) l1
Today's tremendous economic development, together with the expansion of science and technology, has substantially improved people's lives Not only has the material life improved, but so has the spiritual life, as seen by the increased desire for travel and recreation This has created an opportunity for the tourism industry in general, and the hotel and restaurant industry in particular, to grow. Generally, the number of hotels and restaurants has expanded in recent years, and products and services have been consistently upgraded and diversified to satisfy people's demands However, a problem emerges as a result of the severe competition between food service and accommodation enterprises by any business operating in any area that wants to live and grow development, the product that the business must be accepted by customers To succeed, businesses must constantly enhance their products and their product quality, especially in the Hotel-Restaurant industry, where the products are services, intangible products, feelings, and emotions Only after using the product or service does the customer receive a receipt While making selections to consume restaurant and hotel products and services, most customers rely on the views of acquaintances or their own experiences.
Observation, investigation, and information provided by hotel management during an internship at JWM, JWM is part of a luxury brand owned by Marriott Group, one of the world's largest enterprises With its precursor, the French Grill restaurant is one of the hotel's three main restaurants, but it claims to be the most appealing Although it is thought to be one of the most important revenue streams for the JWM, the restaurant has yet to make an impression on customers, and the crew servicing the restaurant is elderly and inexperienced, so there are some flaws in the service process Therefore, the technical capabilities are fairly limited These factors can have an impact on customer satisfaction when utilizing the restaurant's services, lowering the restaurant's competitiveness and income.
Given the reasons stated above, the problem is that there is a need for the study to improve customers’ satisfaction with food service at JWM's French Grill restaurant, so I chose the " Evaluation of Customer Satisfaction for Food Service at French Grill restaurant of JW Marriott Hanoi hotel" perform my research This chapter shows the theoretical basis of the topic, research objectives, research questions, research scope, research methodology and structure of the topic.
Nguyen Thi Hien — 11191848 — Business English 61C
The purpose of this study was to investigate the following specific objectives: First, systematizing some fundamental theories concerning customers' satisfaction with restaurant food service.
Second, conducting research to assess customers' satisfaction with food service at JWM Hanoi hotel's French Grill restaurant to identify triumphs, limitations, and the situation's causes.
Third, proposing several solutions and recommendations to improve customer satisfaction with the food service at the JWM Hanoi hotel's French Grill restaurant.
To achieve the aforementioned goals, research is carried out to discover the answers to the following research questions:
Question 1: What are the factors to evaluate the quality of food service at a restaurant?
Question 2: How to rate customer satisfaction with food service at a restaurant?
4.1 Research objects This study focuses on customer satisfaction, factors affecting customer satisfaction, food service quality, the relationship between food service quality and customer satisfaction and evaluate the reality of customer satisfaction for food service at FG restaurant of JWM.
- About the content: Theoretical and practical issues concerning customers' satisfaction with restaurant food service, with a focus on researching the drivers and factors influencing customers’ satisfaction with restaurant food service.
- About space: The survey of customers’ satisfaction with food service was conducted at the JW Marriott Hanoi hotel's French Grill restaurant.
* Data for the thesis were collected at the French Grill restaurant and the JW Marriott Hanoi hotel in 2020 and 2021. s The time to conduct a direct survey at the French Grill restaurant department was from January 3, 2023 to March 15, 2023.
Nguyen Thi Hien — 11191848 — Business English 61C
5.1 Data collection methods e Secondary data collection:
Analyze the hotel's internal environment by collecting papers, data on revenue, costs, profit, the total number of customers arriving to eat at the restaurant, customer source characteristics, and changes in the source of visitors to the house Customers, human resource qualifications, labor, business outcomes in finance-accounting departments, human resource management departments, F&B departments, and so on at the JWM, as well as documents obtained from the press and the internet. e Primary data collection:
To gather primary data on the research issue, use field survey methods, a sociological survey in the form of a survey, and an in-depth interview. Specifically:
- Field survey: examining customer behavior, restaurant facilities, and staff attitudes while serving customers.
- Sociology survey by survey sheet:
+ Survey subject: domestic and international customers who eat at the French Grill restaurant.
+ Using questionnaires, survey several restaurant customers who use food service In addition to personal information about the respondents, such as gender, age, education level, and monthly personal income, the questionnaire collects information about the customer's appraisal of issues linked to customer satisfaction when utilizing food service in the restaurant The measure employed is a 5-point Likert scale, from 1-very dissatisfied to 5-very satisfied. + After producing the questionnaire's content, send it to customers who use the restaurant's food service during the day's meals The voting period will extend from March 13 through March 16, 2023.
+ The customer receives the voucher instantly after completing the survey form According to Hair et al (1998), a sample size of 5 samples for 1 observed variable is used to assess the exploratory elements that require data collection.With 28 observed variables in the survey of customers regarding customer satisfaction with food service at the French Grill restaurant of the JWM, the required number of samples is 140 However, to secure the required number of samples and to reject disqualified survey questions, the study performed a survey of 150 consumers, resulting in 150 survey questionnaires being issued
Nguyen Thi Hien — 11191848 — Business English 61C to customers 142 valid questionnaires were obtained as a consequence of the results The survey questionnaire is prepared in the form of closed-ended questions to interview clients and acquire the necessary information for the research.
5.2 Data processing method Following the collection of information, several data processing methods are used to calculate the suitable criteria for the issue.
- Statistical methods: gathering, synthesizing, and summarizing customer opinions and real observations, presenting data, and calculating indices of customers’ satisfaction with food service at the house JWM restaurant based on survey findings.
- Comparison method: compare and contrast the data from 2019 with that from
2020 to assess and draw conclusions about the change in the indicators.
- Analytical method: do an analysis based on the collected results, then determine the advantages, disadvantages, and causes of the advantages and disadvantages, and draw conclusions.
- Synthesis method: synthesize the data gathered at the JWM, drawing particular conclusions and judgments.
- Excel software calculation method: synthesis of collected information, enter data, then process on excel software to calculate, determining the average number showing the level of satisfaction of customers with food service at the JWM’s French Grill restaurant.
CHAPTER I: Introduction to FG restaurant — JWM hotel
CHAPTER 2: Theoretical framework — Restaurant Food Service Quality and Customer Satisfaction
CHAPTER 3: Evaluating Customer Satisfaction with Food Service at FG restaurant
Nguyen Thi Hien — 11191848 — Business English 61C
INTRODUCTION OF FG RESTAURANT - JWM HOTEL
This chapter is designed to provide general and specific information about JWM hotel and FG restaurant such as organization profile of JWM, business products of FG restaurant and service quality of FG restaurant.
The founder of the group is Mr John Willard Marriott, Sr was born on September 17, 1900 The first store established was a store called The Hot Shoppe serving hamburgers, and hot dogs, a type of Mexican food (tamales) and soft drinks, with 9 seats opened on May 20, 1927.
Marriott opens its first Twin Bridges Motor hotel with 365 rooms Arlington, Virginia, USA J W Marriott, Jr, was in charge of the new hotel business when he was 25 years old.
After continuous development in the hotel business, in December 2007, Marriott opened its 3000th hotel: JW Marriott Beijing Hotel in China To date, Marriott Hotels International has more than 4,000 hotels in nearly 100 countries and territories around the globe.
The JW Marriott Hanoi 5-star hotel project is a symbolic work of the Bitexco Group Founded in 1985, Bitexco is involved in many different fields such as real estate, hydroelectric power plants, and financial investment, however, Bitexco group is best known in the field of real estate investment with a series of typical projects such as The Manor in Hanoi and Ho Chi Minh City; Bitexco Financial Tower; J.W Marriott Hotel Hanoi The JW Marriott Hanoi hotel construction project was started in 2009 on a large land area of up to 78,727 m2, belonging to the complex of works of the National Convention Center and Ba Dinh Hall (new) in the district Tu Liem, Hanoi When the hotel was newly built, the hotel encountered many difficulties due to the influence of the economic crisis in the world, the time of commencement in 2008 was an extremely difficult time for the economy when the real estate market crisis and banks tightened lending However, the hotel was built non-stop with the efforts of Bitexco Group.
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The restaurant serves traditional French dishes The space is divided into 4 zones to respond to the demands of quietness and views of customers The restaurant menu has a variety of dishes including desserts, appetizers, main dishes, side dishes, and drinks Inside the restaurant, there are four private rooms for customers who want to enjoy a meal in a private atmosphere The restaurant's service hours with specific meals are as follows: breakfast is served from 6:30 am to 10:30 am; lunch is served from 11:30 to 14:30; dinner is served from 18:30 to 22:30.
FG restaurant serves mainly customers staying in the hotel area, customers in the apartment complex, and retail customers outside who need to use food service at the restaurant.
Through the table of the restaurant's labor structure (Details in Appendix 1), we see that the human resources at FG restaurant have high qualifications, mainly university degrees, the rest are college degrees and there are no workers at the high school level The number of male employees compared to the number of female employees at JWM hotel's FG restaurant is less Male workers focus more on jobs that require a lot of health, taking turns working the night shift The service staff at FG restaurant is young This is the restaurant's advantage when it comes to having a dynamic, creative, and enthusiastic workforce The foreign language level of the staff at the restaurant is quite high and the staff mainly communicates with customers in English.
1.3 Customer satisfaction with food service at FG restaurant
FG restaurant has surveyed all customers who utilize food service at the restaurant to determine how satisfied they are with the restaurant over the past year after the Covid-19 pandemic, after discovering that the number of customers is unstable and lower than the objective established by the restaurant Regarding the
Nguyen Thi Hien — 11191848 — Business English 61C overall criteria, the restaurant gave three basic factors including GSS (Overall satisfaction), Intent to recommend the property, and Intent to consider the brand. The following is a chart of the overall perception and rating of customers from 1/2022 to 12/2022 (Details in Appendix 2)
According to the statistics table, the customer rating score is correspondingly high (average from 6 to 9 points) But nonetheless, the restaurant's revenue remains lower than the predetermined aim.
THEORETICAL FRAMEWORK — FOOD SERVICE QUALITY AND
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2.1.1 Definition of service The definition of services in economics is understood as things that are similar to goods but are immaterial.
According to Zeithaml and Britner (2000): “Services are behaviors, processes, and ways of doing a certain job to create use value for customers, satisfy the needs and expectations of customers" (Zeithaml, V.A and Bitner, M.J.
(2000) “Services Marketing Integrating Customer Focus across the Firm” 2nd
According to Kotler and Armstrong (2004): "Services are activities or benefits that businesses can offer to customers to establish, strengthen and expand long-term cooperative relationships with customers" (“Study guide principles of marketing” by Philip Kotler, Gary Armstrong)
The concept of service that is now widely used is a service concept as defined by ISO-9004-2:1991E: “A service is the result brought about by interactive activities between the supplier and the customer, as well as the such as through supplier activities to satisfy consumer demand” (Vietnamese Standard TCVN 5204-2:1995)
In summary, there are many definitions of service expressed from different points of view, but in general: Service is an activity whose product is intangible It deals with relationships with customers or with customer-owned property without the transfer of ownership.
2.1.2 Definition of food service quality
2.1.2.1 Service quality According to Philip Crosby (1996): “Service quality is the fulfillment of requirements” (“The masters of quality” Part 1, Vol43: 643-73)
According to W Edward Deming (2000): “Service quality is the predictable
Nguyen Thi Hien — 11191848 — Business English 61C level of reliability guaranteed at the lowest cost, consistent with the market” (“The masters of quality” Part 4, Vol56: 843-55)
According to Hoseph M Jurran (2001): “Service quality is the suitability of use, which is assessed by consumers” (“SERVQUAL: A multiple-item scale for measuring consumer perception of service quality”, Vol 351-39)
As Zeithaml] (1991) explains that service quality is the customer's assessment of the superiority and overall excellence of an entity It is a form of attitude and consequences from a comparison between what is expected and perceived what we receive (Parasuraman, Zeithaml and Berry (1991), “Refinement and reassessment of Servqual scale” Journal of Retailing, Vol.67: 420 - 50.)
The definition of service that is now widely used is the definition of service as defined by ISO-9004-2:1991E: “A service is the result brought about by the interaction activities between the supplier and the customer, as well as through activities of suppliers to satisfy consumer needs” (Vietnamese Standard TCVN 5204-2:1995)
2.1.2.2 Food service quality in restaurant Based on the definition of service quality, food service quality in a restaurant can also be understood as the minimum level of food service provision that the restaurant has chosen to satisfy a high level of customer needs in its target customer market.
The quality of food service at a restaurant is the level of customer satisfaction with the food service at the restaurant.
2.1.3 Overview of food service provision The process of serving food in a restaurant must be sequential through the stages of serving preparation, serving customers, and cleaning up These stages include specific jobs, which directly affect the service quality of a restaurant as well as the psychology and interests of customers, so it is impossible to miss any small details The process is summarized according to the diagram (Details in Appendix 3)
An organization's customers are a collection of individuals, groups of people, businesses, who have a need to use the company's products and desire to satisfy that need In the market economy, customers have a very important position, customers are God Customers are the ones who give us everything.
Tom Peters considers customers as "assets that add value": “Jt is the most
Nguyen Thi Hien — 11191848 — Business English 61C important asset even though its value is not recorded in the company's books. Therefore, companies must see customers as capital that needs to be managed and promoted like any other source of capital.” (Journal of Service Marketing, 16(2), 158-179 by Tom Peters)
Peters Drucker, the father of management, said that the goal of the company is to create customers Customers are the most important people to us They don't depend on us, we depend on them They are not outsiders but part of our business. When we serve customers, we are not helping them, but they are helping us by allowing us to serve ("Customer Relationship Management" by Peters Drucker, ver2, 243-250)
Thus, customers are the people we serve whether they pay for our services or not, customers include external customers and internal customers
2.2.2 Definition of customer satisfaction There are many different definitions of customer satisfaction and there is quite a bit of debate about this definition Many researchers believe that satisfaction is the difference between customer expectations and the actual perception received.
According to Fornell (1995): “Satisfaction or disappointment after consumption is defined as the customer's response to the perceived difference between pre-consumption expectations and the actual perception of the product after consuming it.” (Fornell, C (1995), “The Quality of Economic Output’)
Kotler (2003), defines satisfaction as: “Satisfaction as a feeling of satisfaction or disappointment of a person as a result of comparing the actual received product (or outcome) about expectations waiting for them" (Philip Kotler
(2003), “Marketing Management”, Statistical Publishing House, Hanoi)
Customer satisfaction is the fact that customers base some of their knowledge on a product or service which forms subjective evaluations or judgments It is a form of psychological feeling after customer needs are satisfied. Customer satisfaction is formed based on experiences, especially accumulated when shopping and using good products service After purchasing and using the product, the customer will have a comparison between reality and expectation, from which to evaluate satisfaction or dissatisfaction.
CUSTOMER SATISFACTION WITH FOOD SERVICE AT FG V100
Evaluation of customer satisfaction for food service at FG restaurant by "bì V100 000
By the method of data analysis and processing, the following formula is applied to process the survey results:
Average value according to the evaluation of "n" customers about the "i" service of the "k" company:
Including: “n” is the number of survey customers and “Xijk” is the score669 corresponding to the service quality level according to the "i" customer'swen assessment of the "j" service of the "k" company.
Criteria to evaluate the customer satisfaction scale is: (1.00-1.80): completely unsatisfied; (1.81-2.60 points): not satisfied; (2.61 - 3.40 points): normal; (3.41-4.20 points): satisfied; (4.21-5.00 points): completely satisfied.
The survey and results for this component will investigate the reality of consumer satisfaction with food service in restaurants based on six main determinants: reliability, responsiveness, service capability, empathy, tangibility, and perceived price.
3.2.1 Reliability Through the survey, the results of customers’ satisfaction with the factor
"Reliability" at FG restaurant demonstrate that the restaurant had responded to the basic requirements for a 5-star restaurant and to the expectations of customers.
Nguyen Thi Hien — 11191848 — Business English 61C
The result is shown in the bar chart below:
The restaurant is vigilant about avoiding mistakes while providing food services to consumers.
The restaurant is always concerned with satisfactorily resolving client queries or complaints
The restaurant provides food service in accordance with the requirements of the customers from the beginning
The restaurant provides the food service as promised
0 10 20 30 40 50 60 70 m Very dissatfied #Dissatified Normal Satisfied TM Very satisfied
Figure 3.2: Satisfaction research results on the factor "Reliability" at FG restaurant The survey results show that customers are completely satisfied with the restaurant's "Reliability" index, and customers have a good assessment of the criteria set out with this index (4.32/5 points) Specifically, nearly half of customers are satisfied (51.94%), more than a quarter of the customers are satisfied (28.35%), and almost a quarter of the customers rated it normal (19.37%) and although no customer rate it low, i.e very dissatisfied, there are still a few customers who feel unsatisfied about the reliability factor for food service at the restaurant (0.35%) In fact, in the process of providing services, the restaurant always tries to make customers feel confident when using the service at the restaurant by providing the food service as promised, catering service according to customers' requirements from the beginning, paying attention to solving and handling customers' questions or complaints satisfactorily when problems occur to bring the highest satisfaction to customers That is shown through the results of the survey when the average scores of the criteria are all open high, at very satisfied, specifically: Most of the customers rated very satisfied with the criterion "The restaurant provides food service by the requirements of the customers from the beginning" (61.27%), achieving a very high average score (4.49/5 points), more than half of customers are very satisfied with the criterion "The restaurant provides the food service as promised" (51.4%), achieving the second highest average score (at 4.29/5 points) and the criterion "The restaurant is vigilant about avoiding mistakes while providing food services to consumers" scored a lower average (at 4.3/5 points) with nearly half of customers rating it very satisfied (47, 89%).
Nguyen Thi Hien — 11191848 — Business English 61C
The above results were achieved due to the close direction of the management, restaurant supervisors have set reasonable and correct regulations and processes, trained staff in performing customer service, and handle and resolve customer inquiries and complaints quickly and satisfactorily to provide the highest quality service Besides, the staff at the restaurant all have good professional qualifications, enthusiasm for their profession, and work to bring great experiences to customers This has contributed to the satisfaction of customers with the food service at the restaurant.
However, besides the results achieved, there are still a few customers who feel dissatisfied with the criterion "The restaurant is always concerned with satisfactorily resolving client queries or complaints" (1.4%) Most of these customers are foreigners, especially Koreans, and are middle-aged with an income higher than 30 million Because this number of customers has had a lot of experience in food service from all over the world They are all successful and smart so they have high requirements for the restaurant It is difficult to respond to all of the demands they gave The reason that there are still such reviews by customers can be due to many objective reasons such as different needs and preferences from customers, due to the overload of customers, leading to unresolved problems thoroughly, or because some staffs are still indifferent to customers’ feedback This is a lesson for the restaurant to learn from experience and need more effective solutions in handling complaints and complaints from customers in a skillful, quick, and satisfactory way to improve satisfaction for customers.
3.2.2 Responsiveness Through the survey, the results of customers’ satisfaction with the factor
"Responsiveness" at FG restaurant prove that the restaurant has done well in understanding the requirements of customers and responding to them accurately and quickly.
The results are shown in the bar chart below:
Nguyen Thi Hien — 11191848 — Business English 61C
Staff always listen to customer feedback
The restaurant is prepared to fulfill the requirements of customers
Staff assists and supports customers
Customers are served quickly at restaurants 0 10 20 30 40 50 60 70 il m Very dissatified #Dissatified Normal Satisfied TM Very satisfied
Figure 3.3: Satisfaction research results on the factor
"Responsiveness" at FG restaurant Responsiveness is one of the factors to measure and assess the satisfaction of customers with food service at a restaurant The results show that customers rated the restaurant's responsiveness as very satisfied (with an average score of 4.38/5 points Specifically, more than half of customers are completely satisfied with the restaurant's responsiveness (55.41%), nearly a quarter of customers are satisfied (28.87%), and a few remaining guests rate it normal (14.79%), the rest are not satisfied and very dissatisfied.
The fact shows that the ability to respond to the service demands of customers is good in terms of service quality, supply space, product, and service system because of good management, and service, and is fully equipped, sufficient facilities, comfortable and modern equipment, application of advanced science and technology, professional staff, passion for work, always ready to meet all requirements of customers, experienced, dedicated, visionary management team, available suppliers, smooth coordination with related departments to best satisfy the needs of all customers Therefore, the rate of evaluation on the criteria "Staff assists and supports customers", "The restaurant is prepared to fulfill the requirements of customers", and "Staff always listen to customer feedback " all achieved relatively high average scores (4.51/5, 4.26/5, 4.44/5 points) with very high satisfaction rates compared to other criteria (64.09%, 45.75%, and 59.16% respectively) This proves that the restaurant and its staff have succeeded in satisfying customers The restaurant's staff are responsive and have high professional skills The restaurant's management team is also very experienced and has foresight The measuring service systems are also very well implemented.
However, besides that, there are still bad reviews, especially the criterion
Nguyen Thi Hien — 11191848 — Business English 61C
"Customers are served quickly at restaurants" when there are still a few customers (about 2%) are not satisfied and very unsatisfied This parameter has proven that in many cases, the restaurant has not made the most of its time Customers using food service are many different customers, with different demands and time budgets The cause of this situation can be mentioned several objective reasons such as the customer's request to use the service immediately, a problem with input materials, and the restaurant is suddenly crowded, so it is not possible to use the service promptly respond or subjective reasons from the restaurant side such as staff shortage at present leading to an overload of work in the service process, delayed response to customer requests, and lack of uniqueness That requires the restaurant management to take timely measures to overcome the shortage of staff and overcome objective causes to ensure the best service provision for customers.
3.2.3 Service Capability Through the survey, the results of customers’ satisfaction with the factor
"Service Capability" at FG restaurant show that the service capacity at the restaurant is rated at a very good level, but this score is not high compared to a restaurant at a 5-star hotel.
The results are shown in the bar chart below:
Staff with high professional qualifications, good communication skills, and experience in handling challenging situations
Customers are treated politely and with respect by the staff.
Customers are at comfort when using the service.
Staff has conveyed trust to customers using food service 0 10 20 30 40 50 60 70 80 | m= Very dissatified TM Dissatified2 Normal Satisfied 8 Very satisfied
Figure 3.4: Satisfaction research results on the factor "Service Capability" at FG restaurant Through the pie chart, we can see that this factor has a high average score (4.3/5 points) This criterion is evaluated through the factors of the level of trust transmission of food service at the restaurant by employees to customers in the process of using the service, the safety that customers feel when using the service at the restaurant, the service attitude and professional qualifications of the staff can
Nguyen Thi Hien — 11191848 — Business English 61C be the response Specific results show that nearly half of the customers feel very satisfied (47.49%), more than a quarter of customers are satisfied (33.1%), nearly a quarter of customers feel normal (18.49%) and very few customers are still unsatisfied with the service capacity at FG restaurant (0.18%).
Among the criteria given, the criterion that shows the service attitude, the staff's enthusiasm to help and support in the process of customers using the service at the restaurant is "Customers are treated politely and with respect by the staff" achieved the highest average score (4.63/5 points) with the rate of very satisfied customers accounting for 73.24%, satisfied accounting for 16.2% and normal with 10.56% customers rated In addition, the criterion "Staff with high professional qualifications, good communication skills, and experience in handling challenging situations" also achieved an average score of very satisfied (4.25/5 points) From there, it shows that the service attitude of the restaurant staff towards customers is very good.
Although the two criteria "Staff has conveyed trust to customers using food service", and "Customers are at comfort when using the service" both achieved average scores at satisfaction ratings of 4.14/5 points and 4.16/5 points but that score shows the limitations of the restaurant's service capacity The reason for this situation is that although the good service attitude, professional expertise, and communication skills responded to by the staff in the restaurant, all have college and university degrees or higher Many staffs have many years of experience in the profession, but foreign language proficiency is still limited because almost all staffs can only use English at an average level, but some other languages such as Korean, Japanese, and Chinese are limited in number staff can use it fluently, but this customer group is one of the main customers of the restaurant, leading to difficulties in communication to convey trust to customers about the restaurant's products and services like to make them feel safe using the service Therefore, the requirement for JWM hotel in general, and FG restaurant, in particular, is to pay more attention to recruitment and staff training in addition to professional qualifications but also the ability to use language to serve customers in an even better way.
3.2.4 Empathy Through the survey, the results of customers' satisfaction with the factor
"Empathy" at FG restaurant prove that restaurant staff has a certain sensitivity in the process of serving customers, staff can understand the wishes and feelings of customers to serve customers in the most thoughtful and dedicated way.
Nguyen Thi Hien — 11191848 — Business English 61C
The results are shown in the bar chart below:
The restaurant is attentive about customers’ demands and responds to them
The restaurant creates all favorable conditions for customers aS
Customers’ requirements are grasped | and understood by staff
The restaurant is very concerned about each individual customer (Ci EEE
= Very dissatified TM Dissatified Normal Satisfied TM Very satisfied
Figure 3.5: Satisfaction research results on the factor "Empathy" at FG restaurant
(Source: The author's actual survey data processing results) With a high average score of 4.37/5 points, the level of customer satisfaction on the empathy factor is relatively good Specifically, there is more than half of customers rated very satisfied (52.29%), more than a quarter of customers rated satisfied (31.93%), almost a quarter of customers rated normal (14.44%), and still a few customers rated dissatisfaction (0.35%) In that, the criterion "The restaurant is very concerned about each customer" achieved the highest average score of 4.49/5 points with 62.67% of customers rating very satisfied The criterion "The restaurant is attentive to customers’ demands and responds to them" also achieved an average score of 4.33/5 points - a relatively high score This shows that the restaurant can respond to the arising requirements of customers in the process of using the service, such as a very diverse system of additional products and services at the hotel or the space preparation requirements for the restaurant's special parties are well response by the restaurant with an enthusiastic, attentive service attitude, always caring and asking questions to customers during the process of using the service at the restaurant In addition, the criterion "The restaurant creates all favorable conditions for customers" was also evaluated with an average score of 4.3, showing that the system of facilities, the arrangement of facilities, and equipment are also evaluated like the staff at FG restaurant can respond to the requirements of customers.
However, with a relatively average score of 4.35/5 points with the criterion
"Customer’s requirements are grasped and understood by staff", there are still a few customers who are not satisfied (1.41%) It can be seen that customer needs
The successes, limitations of FG restaurant food service and reasons
The survey results were based on an objective assessment of customers to identify the restaurant's accomplishments and limits in food service and thus learn about the causes of the restaurant's success and limitations.
3.3.1 The successes and reasons The study will be based on customer survey results from "very satisfied" and "satisfied" ratings, which will reveal the restaurant's food service successes. Furthermore, based on the six factors evaluated, the study will examine the reasons behind the restaurant's success.
As the main restaurant of a leading hotel in the country, FG restaurant has been highly appreciated by customers for its service quality The restaurant has focused on improving service quality to not only create food products that respond to quality standards, but the service process also meets 5-star standards, gradually building a brand and building syndicate for customers Through the survey, analysis, and synthesis of survey results on the level of customer satisfaction with food service at FG restaurant and the actual operation situation going on at the restaurant, it can be seen that the restaurant has achieved remarkable achievements, meeting customer satisfaction about food service quality such as:
The restaurant has created trust and satisfaction for customers about the quality of food and drink provided as promised, right to the requirements right from the first time, always paying attention, and ensuring to limit the occurrence of errors in the process of providing food service to customers With a high level of reliability, the restaurant will help the restaurant build a position in the hearts of
Nguyen Thi Hien — 11191848 — Business English 61C customers and be the preferred choice when customers need to use the service next time.
Service staff at the restaurant are always highly appreciated by customers for their enthusiastic service attitude, customer support, good response to customer requests during service use, and always listening to customer contributions.
Customers feel very satisfied with the attitude as well as skills and professionalism of the staff at the restaurant They all have a polite attitude, bringing a friendly feeling to customers, besides, they also have high professional qualifications, good communication skills, handling situations, partly inspired trust customers and they feel safe when using food service at the restaurant.
The restaurant always cares about the individual customers, the staff can grasp and understand the dining needs of customers In particular, the restaurant always creates favorable conditions for customers and is always ready to meet the arising needs of customers during the process of using the service.
Service is an intangible element, so customers to some extent will rely on tangible factors to make evaluations and judgments At FG restaurant, the tangible factor has brought satisfaction to customers First of all, the restaurant's location is very convenient, and customers can easily access and move to use the service here. Besides, the facilities, equipment, and machinery of the restaurant are modern and comfortable, and the design and layout of the restaurant are delicate and cozy, convenient for customers Restaurant staff is also assessed to have a good-looking appearance, and a professional working style, and staff uniforms are always neat and polite, making an impression on customers In addition, the restaurant has a rich and diverse menu of food and drinks that can meet and satisfy a variety of needs as well as meet the expectations of customers with thoughtful customer service facilities, and complete All of this is aimed at providing food service with the best quality, bringing the highest satisfaction to customers when experiencing the service here.
Food service prices at restaurants are consistent with product quality, and competitive with restaurants at hotels of the same caliber Product prices at the restaurant are stable, and little fluctuating In addition, the restaurant always tries to develop appropriate price policies and promotions for each customer, along with the payment methods that the restaurant applies to create convenience and speed for customers These are the successes that the restaurant has in attracting customers to use long-term services and bringing satisfaction to customers in terms of perceived prices.
Nguyen Thi Hien — 11191848 — Business English 61C
In addition, the success of the restaurant is also reflected in the growth of visitors over the months, the average spending of each customer also increases, customers are willing to consume more food services, and the rate of the number of returning visitors also increased over the months, the number of loyal customers increased and the cancellation rate is also decreasing.
3.3.1.2 The reasons The restaurant belongs to one of the leading prestigious hotel brands in Vietnam and has earned a certain reputation in the hearts of the people So it is understandable that the number of visitors here is based on the popularity of the brand.
The restaurant has operated smoothly, so the technical facilities are guaranteed to work well together with regular inspection and periodic maintenance not only improving the labor productivity of employees but also providing services to customers in the best way.
The restaurant management team always pays close attention, skillfully directs, has a good strategic orientation along with enthusiasm, and always tries the best efforts in the development and implementation of regulations and procedures for standard service process to provide the most perfect service, ready to meet all needs of customers, bringing satisfaction to customers.
The staff at the restaurant are all selectively recruited, regularly trained, have good qualifications, can handle situations and communicate in foreign languages, and have many years of working experience At the same time, this is also a young staff, the average age is 28 years old, so they are always enthusiastic, hard-working and creative.
The restaurant has the right measures to control the source of costs, from which the restaurant has a basis to develop reasonable selling price policies to develop business activities and maximize revenue and profit.
The quality of the restaurant's food is relatively good, and delicious, ensuring food safety and hygiene at a reasonable price.
RECOMMENDATION INCREASING CUSTOMER SATISFACTION
This research will be based on the survey results with the goal to provide the most objective and honest recommendations Based on the customer's preferences, the suggestions will contribute to enhanced customer satisfaction with the restaurant's food service For each recommendation, research will provide solutions in the most consistent with the restaurant's development goals and objective manner possible.
The recommended solutions are based on survey results from customer suggestions and the restaurant's development goals Recommendations will include restaurant solutions such as recruitment and training, market research, solutions to increase service quality, solutions for high-level departments, approaches for enhancing food quality, and solutions to diversify payment methods.
4.1 Supplementing and improving the quality of the workforce This suggested solution will include strategies for management as well as staff recruitment and training.
Restaurants should supply and improve the quality of the restaurant management team The restaurant management is the main responsible for the business results and service quality of the restaurant Therefore, they must be people with a certain level of expertise in the field of restaurants and hotels, and have a good understanding of the regulations and standards of food service quality management at restaurants and hotels Working experience, thinking mind, creativity, and ability to manage people to help the restaurant achieve its goals and improve customer satisfaction.
The restaurant management is the main responsible for the business results and service quality of the restaurant Therefore, they must be people with a certain level of expertise in the field of restaurants and hotels, and have a good understanding of the regulations and standards of food service quality management at restaurants and hotels Working experience, thinking mind, creativity, and ability to manage people to help the restaurant achieve its goals and improve customer satisfaction.
Nguyen Thi Hien — 11191848 — Business English 61C
When recruiting employees to work, managers need to closely check their professional qualifications, at least they must be those who have studied through training courses on hotel operations, have good foreign language skills, good communication skills, love for the profession, and a well-balanced appearance.
The restaurant should train employees to have an attitude that considers the work and property of the hotel as work and personal property of each person: always do their best for the work of the hotel, and consciously preserve and protect the property common property.
In the department, the restaurant should be a clear division of work, what is common, and what is private to limit friction at work Timely detection and quick and definitive resolution of internal conflicts because of long-term effects on employees’ work.
The restaurant should strengthen measures to motivate and encourage employees to work by using economic levers such as salaries and bonuses.
The restaurant staff is the person who directly serves the customer, largely determining the customer's satisfaction with the service.
The restaurant should improve the staff's English skills consciously to communicate with guests, serving to expand the target customer group shortly of the hotel.
Staff should always be welcoming, enthusiastic, and interested in guests, sometimes have to add humor and have to chat when customers suggest it, not answer it through the speaker.
The service staff needs to grasp general knowledge about dishes to introduce to guests, psychological characteristics and preferences of each guest to best serve guests Therefore, the restaurant should pay attention to the following specific solutions: a Recruitment
The selection of labor has great significance for the quality of the hotel's labor in general and the restaurant's in particular Good implementation of the selection work will reduce time, and save costs on recruitment, training, and retraining, which is the first condition to improve the quality of staff in terms of professional expertise, education level, foreign language, ability to integrate, communication and behavior, ensuring the staff has a reasonable age, and suitable appearance A large number of customers feel that the restaurant should re-hire its staff (88%) Customers feel more sympathetic toward female restaurant staff
Nguyen Thi Hien — 11191848 — Business English 61C between the ages of 21 and 25 According to the demands of customers, the restaurant should hire qualified staff to avoid unnecessary mistakes.
Therefore, the selection of restaurants should pay attention to many characteristics:
Staff is one of the objects that customers come into contact with the most when they set foot in the restaurant A good service staff, not only a good waiter, is not only a good communicator, and quick to handle situations, but also needs to be equipped with necessary skills such as always smiling to customers and the ability able to work under high pressure and good at using foreign languages The survey shows that customers are not completely satisfied with the service of restaurant staff on many different factors Especially in terms of problem-solving and language proficiency So that restaurant staff should be the first department that should be changed.
The kitchen department is one of the important and decisive parts of the success or failure of the restaurant and hotel business Therefore, kitchen staff needs to be recruited with quality standards such as: having a professional cooking degree or a certificate of skill; having experience working in a similar position depending on each level; having the ability to understand psychology, taste, and culinary culture, ability to withstand high pressure Through the survey, many customers still meet the case that the food comes out late, the food does not suit their taste The menu in the dish has not changed in variety to match the standards of a five-star restaurant These problems stem from the kitchen department not preparing the food on time, the chef is not flexible in the condiment and recipe of the dish Restaurants should change a few procedures for kitchen staff to bring about the best food efficiency. b Training and development policy
Just like the recruitment of employees, training activities must be planned and taken care of to improve the qualifications of employees, stemming from the actual situation of employee training at the hotel restaurant The majority of customers commented that the restaurant should give more training to the staff (95%) Although the restaurant's staff is quite qualified, there are still a few mistakes The restaurant should not overlook even a meager percentage of restrictions to fully satisfy customers.
Restaurants should train staff on professional skills and foreign languages. The restaurant should open more foreign language classes, especially English and Korean.
Nguyen Thi Hien — 11191848 — Business English 61C
The restaurant should guide training in spirit, attitude, culture, behavior, and communication skills to ensure standards of serving domestic and foreign guests, avoiding discriminatory cases.
The restaurant should strengthen professional training, especially for the young workforce with low skills and a lack of practical experience.
The restaurant should create conditions for employees to go to extra school, and improve their qualifications and professional skills.
The restaurant should regularly organize skill contests for employees within the restaurant-hotel, through which the staff can know their professional level At the same time, this is also an opportunity for employees to exchange knowledge and experience with each other, increasing internal solidarity.
4.2 Sufficiency of the system of equipment, material and technical facilities
Currently, in the restaurant, much equipment is old and shows signs of damage, and needs to be replaced Some old napkins need to be replaced The amount of equipment and utensils serving guests such as bowls, plates, cups, knives, spoons, and forks, are still lacking, so they need to be replenished and replaced promptly In addition, the system of kitchen facilities such as refrigerators, hot cabinets, and exhaust systems also need to be regularly cleaned, and maintained periodically, to ensure good operation so as not to affect the food quality.
Although only half of the customer rates that the restaurant's facilities need to be repaired (43%), these customers are those who have used the service at the restaurant many times, they are the loyal customers who will determine the restaurant's revenue These customers think that the restaurant should replace the dining equipment system such as knives, forks, and plates They also want to have more advanced and modern equipment to serve food requirements.