Final report service quality management in hospitality topic improving the service quality of front office staff at novotel saigon hotel

In this model, service quality is seen as the gap between service expectations and customer perception when using the service.. Applying Servqual Model To Evaluate Library Service Qualit

VIETNAM GENERAL CONFEDERATION OF LABOR

TON DUC THANG UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION

DAI HOC TON ĐỨC THẮNG

FINAL REPORT SERVICE QUALITY MANAGEMENT

HCMC, MAY 2021

LIST OF TABLES

Chart 4.1 The gender structure ofthe customer 1m the sample - - -

Chart 4.2 Customer age group structure in the sampÌe -. - - < s5 5552 Chart 4.3 The age percentage of custoimers (2) c2: 22201112121 11151221222 Table 4.4 The overal average of three dimenSI0Is - 5-2 222222225 * 2222 Table 4.5 Customer perception concerning limage 5- 522: s22 2x s+ >2 Chart 4.6 Customer perception concerning lmage -.- ¿+ 5 22222222 x< +22 Table 4.9 Customer perception concerning Teechnieal quality

Chart 4.0 Customer perception concerning Technical quality - - -

Table 4.12 Customer perception concerning Funtional qualÌity -

Chart 4.13 Customer perception concerning Funtional qualIty -

Table 5.4 The reccommended working schedule for staffs

Table 5.5 Checklist for controlling the time of check in/out process

LIST OF FIGURES

Figure 5.2 The SOP of guests’ complaints and incideni cs«scsee

INTRODUCTION

In the current international integration context, our country not only has a stable political economy, a rich culture, attractive paradise landscapes, and world-class landscapes All of these are attractive enough to the most demanding customers There are also many policies to attract investment in the economy, creating favorable conditions for the hotel and tourism industry

to excel Therefore, in the hotel business, the reception and server work are an important organization that creates the image of the hotel in the minds of

customers

For hotel business, there is no specific standard for “service”, no service is absolute, it's all relative and the action is just improvised The process of serving in the hotel is a complicated and difficult business but it means greatly affecting the quality of the hotel products Therefore, that job of welcoming is also considered an art: the art of persuading customers Reception department

is the "bridge" between customers and other parts of the hotel Moreover, the front desk department is the face of the hotel, the first place to interact with customers In addition, the reception department also plays an important role

in promoting hotel advertising and also advises the board of directors in making business strategies and policies for the hotel

As such, improving the quality of the front desk department is essential Moreover, the hotel business is more and more fiercely competitive Reality requires businesses to take measures to improve service quality in order to turn it into a competitive advantage

Novotel Saigon Center Hotel is one of the hotels in the Novotel hotel system under the management of AccorHotels It is a leading hotel management group

in the world Novotel Saigon Center Hotel is located in the central district of Ho Chi Minh City, wearing the dynamism and bustle of the city called Uncle Ho However, in order for the hotel to achieve even higher quality, the reception department in particular and the hotel management in general need to try to perfect itself and overcome the shortcomings that exist And the front desk is the mirror that reflects the entire image of the hotel That proves the especially important role of the hospitality department in the hotel Recognizing the importance of welcoming, as well as improving service quality at the reception, our team chose Novotel Saigon Center as the subject of this report

CHAPTER 1: INTRODUCTION OF NOVOTEL SAIGON CENTRE HOTEL 1.1 Business field and products of Novotel Saigon Centre Hotel

1.1.1 Accommodation First and foremost, the modern and comfortable guestrooms with design touches is the hotel’s most concern for guest’s relaxation and working space In general, Novotel Saigon Centre has 247 rooms (including smoking/non-smoking/ accessible rooms) with stunning city views and free WIFI for every guest The hotel has 4 room categories including Superior, Deluxe, Executive and Suite matching every staying purpose for guests on business or families on holidays

+ Superior room: located from 5th floor to 15th floor, offers one king bed or two single beds with high-end facilities, minibar, LED TV, work area with internet cable access, free access to swimming pool, sauna, and fitness center

+ Deluxe room: same high-end facilities and benefits as a Superior room, but the Deluxe offers a spacious area with the bowl window showing the extraordinary city view and full of daylight

+ Executive room: one king size bed or twin beds with unique combination for work and relaxation Located in the high-class executive floor, from 16th to 19th, the room offers breakfast package, and other exceptional features including MP3 docking station, espresso machine, etc and the executive benefits (access the Premier Lounge on 19th floor, complementary laundry, express check- in/out, free offer for late check-out, etc.) for the fulfilled experience

+ Suite room: The Suite maximizes guest’s unique experience not only by the executive benefits and facilities, but also by the convenient space combining the spacious bed room and a cozy living room and a large bathroom with a bathtub, which is very suitable for the family on their holidays

VÁ(íI l

Figure 1.1 Types of rooms in the hotel Overall, in every comfortable room features air conditioning, in-room WIFI access/ internet cable, audible smoke alarms, fire safety system, in-room deadbolts and locks, peephole, key-card operated door locks, electronic safety box, LED TV, work desk, minibar, 24h room service, etc

BAR 167 FAUBOURG located at hotel lobby offers coffee, cocktails, wines, draught beer, and light snacks every day and night The bar is perfectly surrounded

by a modern atmosphere indoor, where guests can have friend meetings and enjoy the stunning city life

OPTOP BAR located on the 20th floor provides the breath-taking city views with exclusive cocktails and light snacks The rooftop bar offers a chill-out space for the relaxation with friends and business associates over the Saigon skyline till late

1.1.2 Other ffeatures PREMIER LOUNGE located on the 19th floor offers everyday small buffet with coffee, tea, soft drinks, and slight snacks, special tea-break and cocktail-hour for the Executive guests with stunning cityscape panorama It also provides the work space like a business center, a Mac Corner, and a private meeting room Moreover, the lounge serves as the reception providing the special service for the executive guests, such as expressed check-in/check-out, and the caring assistance for Executive guests without coming down to the front desk at the lobby

IN BALANCE BY NOVOTEL offers a range of services for making guests the relaxation to the max, with hotel facilities including 24/7 fitness center with high- end equipment and stunning city vie; outdoor swimming pool with pool bar offering cocktails, snacks for social - business meetings and refreshments; sauna and spa for balanced relaxation with varied packages and treatments All that, Novotel Saigon Centre wish to bring a unique well-being experience to valued guests

Family & Novotel offers special benefits for families to enjoy the happy and joyful experience at Novotel Children are always welcomed as honored guests with welcome gifts, special offers for families with 2 children (no extra charge for the room), and the interactive games zone at the restaurant for kids

Far more than a hotel, for the convenience of business guests, Novotel can provide meeting and event space in a variety of ball room set-up Everything is possible upon guest’s wants and needs MEETINGS-AT-NOVOTEL has extensive expertise in event planning with quality facilities, high-tech equipment, and 10 spacious ball rooms up to 320 square meter — capacity up to 400 people for all- purpose meetings and events

1.2 Service rate and target customer

1.2.1 Service rate + Accommodation:

Superior Room Twin/Double: From 84$ to 958

Deluxe Room: From 104$ to 1188

Executive Room Twin/Double: From 150$ to 136$

Suite Room: From 185$ to 230$

+ Food and Beverage:

Buffet at Square Restaurant in floor 2 at Novotel Saigon Centre Hotel: 1,300,000 VND+/ person

* Includes unlimited bottled water soft drinks, beer, and wine

* Not applicable with other promotions

+ Pool and Gym:

Pool fare and gym 1s 250,000 VND+4/ person for all days for free swimming days

1.2.2 Target customer With a convenient location in the middle of Ho Chi Minh city, the target customers of the hotel are businessmen, businesses, and customers who like tranquility and modernity

The chart below shows the gender percentage of the customers when using the hotel stay at Novotel Saigon 60% were male gender proportion 3/5 And females account for 40%, equivalent to 2/5 of the sex ratio In general, the above sample received has met the number of surveys between men and women as well as the experiences of the subjects about this epidemic This is very important for the research topic, because it influences the data analysis process

Chart 1.2 The age percentage of customers

In the chart below, we can see that the majority of customers’ nationality when coming to Novotel hotel are Vietnamese, with a proportion of 15.8% Next is people with US citizenship with 10% proportion Followed by British citizenship accounting for 8.3% In addition, the proportions are 7.5% and 5.8%, respectively,

of Korea and Japan Other percentage of 52.3% comes from 79 different countries including the United States, Thailand, Singapore, Philippines, Malaysia, Latvia, India, Australia, China, France

Britsh Vietnam Korean American Japanese other

Chart 1.3 The nationality percentage of customers

Chapter 2: Service quality models 2.1 Servqual model

The SERVQUAL model is built on the view that service quality is a comparison between expectations and perceptions SERVQUAL looks at two key aspects of service quality: outcome and process The SERVQUAL model and _ scale (Parasuraman and associates, 1988) consists of five factors and 22 observational variables that constitute service quality that can be said to have quite fully reflected the factors that characterize the quality of service Data on 22 attributes are grouped into five aspects: tangibleness, reliability, responsiveness, assurance, and empathy Parasuraman and his associates (1991, 1993) asserted that SERVQUAL is a complete and complete scale of service quality that can be used for all types of services, although sometimes it is necessary to re-express or add some additional speech In this model, service quality is seen as the gap between service expectations and customer perception when using the service

and service administrators perceiving customer expectations

“* The second gap is the difference between the manager's perception of customer expectations and the characteristics of service quality

s* The third is the difference between the characteristics of service quality and service delivery

“+ The fourth gap is the difference between the service delivery and the customer communication of that delivery

s* The fifth gap when there is a difference between the quality and expectations

by the customer and the quality they perceive

Parasuraman et al (1985) argued that service quality is a function of fifth gap This fifth gap depends on the previous spacing That means 1, 2, 3, 4 distances Therefore, in order to shorten the 5th gap and increase service quality, service administrators must make efforts to close these gaps

Figure 2.1 The Gap theory of service quality

At the same time, one criticism of SERVQUAL has been the point that the instrument mainly focuses on the service delivery process (Gronroos, 1990; Mangold and Babakus, 1991; Richard and Allaway, 1993) However, it is also true that there is no general agreement as to the nature or content of the service quality dimensions (Brady and Cronin, 2001)

Applying Servqual Model To Evaluate Library Service Quality In Vietnam

In Vietnam, the servqual scale is also familiar in the field of marketing and is also seen as a tool to evaluate the service quality of industries such as restaurants, hotels

or in the supermarket sector In 2010, the author Nguyen Thi Mai Trang implemented a topic which compared two models of technical / functional quality and servqual to find the model that best explains student satisfaction with library service The thesis has conducted research based on the answers of 347 students from Ho Chi Minh City National University

In the study, the author used two parasuraman servqual scales and the gronroos technical / functional quality scale but adjusted to suit the context of the library The servqual scale consists of 16 variables and the model according to the technical and functional quality of the gronroos is 16 variables These scales all use a scoring method with a 7-point scale, with (1) strongly disagree and (7) strongly agree For

the servqual scale, the variables of the quality of library services are divided into five components: (1) the reliability scale (tc) includes 3 variables, the observation measuring the level of library service performance as policies set by the library; (2) the responsiveness scale (du) consists of three variables, observations measure the ability to deliver the service on time and on time; (3) the scale of service capacity (nl) includes four variables, observing, measuring politeness in the student service process; (4) the scale of empathy component (dc) includes two variables, observing and measuring the extent to which librarians care about the interests and needs of students; Tangible means (pt) includes four variables, measuring observations of facilities, equipment, and employee attire On the technical / functional quality scale, variables are divided into two groups: technical quality and functional quality The technical quality scale consists of eight variables, observations refer to what the library serves students Functional quality scale includes eight variables, observations refer to how to perform library services

Research results show that servqual model is more suitable than the technical / functional quality model However, the five components of service quality (servqual) are not completely intact in library service and the author also suggested that ineach specific study, researchers need to adjust the scale according to characteristics of each type of service

Conclude: The library is considered the center of information for the community In the current information explosion period, in order to better serve the needs of readers, the library is constantly researching to offer new services In parallel with providing services, libraries should also pay attention to improving the quality of available services To be able to improve the quality, it is necessary to have a scale to evaluate service quality There have been many scales given by librarians In addition to scales in the field of libraries, researchers have also applied

a number of scales in the field of marketing to measure service quality, one of which is servqual Servqual is a scale introduced in the late 1980s and is widely used in assessing the quality of service in different professions The application of this scale to evaluate the quality of library services has also been done in many countries around the world Library of Ho Chi Minh City national university also conducted research on the applicability of servqual in evaluating library service quality Studies in the world as well as in Vietnam have confirmed that servqual is a feasible tool used to evaluate the quality of library services in general and the quality of university library services in particular

Measurement of Service Quality in the Hotel Industry

A performance-only measurement scale (SERVPERF) was administered to 234 customers stayed in three, four and five star hotels in Cappadocia In this study, service quality performance of three, four and five star hotels in Cappadocia are analyzed based on customers’ perspective, using a performance-only measurement scale (SERVPERF) The results of the study demonstrate that the scale consists of four dimensions: tangibles, assurance-responsiveness, empathy, and reliability It is found that tangibles are particularly important contributor (explained more than half

of the total variance) to service quality perceptions in the hotels It is not surprising, since services are intangible; hotel customers may use tangible cues of the services they received as the main indicators of service quality However, interesting way hotel customers have the lowest perception scores on tangibles with respect to dimensions and items The results also demonstrate that the most important dimension in predicting hotel customers’ overall service quality evaluation is empathy, followed by reliability, assurance-responsiveness, and tangibles respectively

The results of the study suggest some practical implications for hotel managers Clearly, the use of SERVPERF scale provides useful information to hotel managers for developing quality improvement strategies, and in order to gain a competitive advantage

In general, the results reveal that hotel customers staying at the hotels in Cappadocia are expecting improved services from the hotels Thus, hotel managers should take measures to improve service quality provided by the hotels in all service quality dimensions Dimension scores and item scores within those dimensions give important signals about service areas that need to be improved in the hotels This might be enabling to a better utilization of limited resources and more effective marketing strategies Specifically, hotel managers should pay more attention to the tangible aspects of the service quality because of; customers have the lowest perception scores on tangible dimension With regard to improvement of the tangibles dimension, hotel managers should focus on specific items (improvement areas) related to this dimension These areas include equipment and physical facilities, appearance of employees, materials associated with the service, and operating hours in the hotels On the other hand, hotel manager should not forget that empathy was the most important dimension in predicting hotel customers’ overall service quality evaluations

2.2 Servperf model

SERVPERF (Service Performance) was created on basis of critique of SERVQUAL

by J.J Cronin and S.A Taylor in 1994 They claimed that Parasuraman's study of relations between expected and experienced quality is not proper approach to quality assessment The SERVPERF measures quality as an attitude, not satisfaction However, it uses an idea of perceived service quality leading to satisfaction But it goes further, and connects satisfaction with further purchase intentions The SERVPERF is a modification of SERVQUAL, and thus uses the same categories to assess service quality (RATER model): Tangibles Reliability Responsiveness Assurance Empathy In each of the categories there are statements that are evaluated on 7 step Likert scale The SERVQUAL proposed 44 statements (expectations and performance related), while SERVPERF only 22 (performance related)

¢ Service quality = Perception level

be guaranteed with the responsibility that is the willingness to meet the expectations and needs of the customers when they need them while providing quick services for customers such as quick check-in The guarantee is in favor of an employee's knowledge, skills, courtesy, and reliability Finally, the empathy is

building relationships with customers, communicating well with guests, always paying attention to customers as well as understanding their needs Like inviting guests to welcome drink while waiting to check in, if guests have a need to check in early when they get off the plane early, we must also respond, sympathize with guests

The advantages of SERVPERF: the questionnaire in the SERVPERF model is half

as concise as that of SERVQUAL, it saves time and is more helpful for the respondents

Applying Servperf Model To Evaluate A Chau Banking Quality

Today, all activities of the economy are operating in an environment of fierce competition In particular, the competitiveness of the banking industry is even more difficult when a series of banks are born The establishment of banks to meet the needs of production and business activities In addition, the impact of the global economic crisis over the years has made business activities of all economic sectors still in a difficult state, reflected in the mergers and acquisitions Importing weak banks, with no prospects for recovery and development, from here on, the quality of products and services is considered the key to customer satisfaction With the common advantages and disadvantages, banks have to change their products to maintain customer satisfaction and A Chau Bank, Déng Nai branch is no exception Therefore, determining the factors affecting customer satisfaction is a very urgent and regular job in each bank

There have been many studies on customer satisfaction about the quality of banking products and services not only in Vietnam but also in other countries around the world Realizing that, SERVPERF, SERVQUAL are used by domestic researchers mainly to measure customer satisfaction However, the downside of the SERVQUAL scale is the scale, which measures both customer perception and expectation, but "expected value", this is a rather vague concept, so using the scale Measurements can affect data collection quality leading to reduced reliability Since then, the author proposes to use the SERVPERF scale, to measure the factors affecting customer satisfaction with the services of A Chau Bank — Déng Nai Branch

The 5-point Likert scale used in this study relies on the SERVPERF scale to measure the factors affecting customer satisfaction with the initial banking services including 5 components and 29 variables Observation Research is conducted through 2 steps: preliminary research and formal research

Conclude: Through analysis results, customer satisfaction about the quality of the bank is measured by 5 factors like the original theoretical model In which, the tangible means is the most powerful factor affecting customer satisfaction Service capacity is the factor with the lowest satisfaction level Therefore, banks need to have appropriate measures and policies to improve the above factors in order to improve customer satisfaction with the services they provide The study has shown the factors affecting customer satisfaction about the quality of banking services at A Chau Bank — Dong Nai Branch However, the study surveyed two individual customers and customers representing the business, so the overall research results were not representative for each customer object This is a direction for the author's next research

2.3 Gronroos model

Gronroos (1978,1982,1983) proposed for the first time an overall customer review

of the quality of service as a result of their evaluation of two directions, called functional quality and technical quality, and the impact of an organization's image The model proposes that customers compare their expectations and experience in quality in forming consideration (Gronroos, 1984), and are defined service quality

as follows:" The quality of a certain service's feel will be the result of an evaluation process where customers compare their expectations with the one, they feel what they have received They put service feel to service expectations The result of this process will be the sensory quality of the service (Gronroos, 1984)

Figure 2.2 The Gronroos model Gronroos identified three dimensions of service quality: technical, functional and image

« Technical quality - what customer receives as a result of interaction with the company, and which is important for him/her to evaluate the quality of service

« Functional quality - how the customer gets the technical outcome, which includes: communication, competence, staff, etc

« Image - builds up through technical and functional perfection

+ Technical Service Quality: Is the value that customers actually get from the supplier's service (what does the customer receive?)

This is the quality of customers received through contact with businesses and feel important to customers In other words, technical quality as a result of the interaction between the business and the customer in which the service provider (what?) and the customer receiving that service There are five criteria to evaluate this factor: (Gronroos, 1982, 1983)

® Technical solutions

¢ Employees’ knowledge

¢ Employees’ technical ability

¢ Machine quality

® Computerised systems

+ Functional Service Quality: Shows the service provider's way of delivering the service to consumers (how does the customer receive that service?) 7 evaluation criteria are:

Image, the third dimension of quality described by Gronroos (1982) as the general customer perception of the supplier "Business, local, or both image of the service company” acts as a "filter device” to make the relationship between customers and businesses better and more sustainable The image of the business is understood as the general impression of customers about the business, accordingly, if the business creates a good image in the hearts of customers, they easily ignore the shortcomings that occur in the process of using the service Gronroos also points out that the corporate image is an invaluable asset of the business and has a positive impact on customer reviews of their service quality, product value and satisfaction Moreover, the business image also helps customers trust more in the business and become loyal customers of the business

Moreover, Gronroos (1984) also argued that customer expectations are influenced

by factors such as traditional marketing activities (advertising, public relations, pricing policy) and influencing factors external (customs, practices, consciousness, word of mouth)

Application of Gronroos model

In addition to SERVQUAL, the Gronroos Technical / Functional Quality model, which measures service quality, is also considered quite popular (Arona & Stoner, 1996) This model, although not widely tested as SERVQUAL, has acquired some practical studies such as service quality measurement in architectural design (Baker

& Lamb, 1993), math (Higgins & Ferguson, 1991), pizza delivery services (Allaway, 1993) (extracted from Lassar et al., 2000), banking services (Lassar et al., 2000), library services (Tran Xuan Thu Huong , 2007), etc

The limitation of the Gronroos model is not to give an explanation of how to measure technical quality and functional quality

2.4 Reasons for choosing Gronroos model

Firstly, Service Quality Model pioneered by Gronroos (1982) states that customer’s perception of quality, and ultimately customer satisfaction depends on customer’s perception of two dimensions of the service: technical quality (what service is provided) and functional quality (how the service is provided) The requirements of front office in the hotel refer to the provision of communication and interaction between customers and staffs so that how the process of providing services performs which is very crucial to the customers in evaluating service quality Secondly, Groroos model also emphasizes the importance of corporate image in the experience of service quality A favorable and well-known image is an asset for any firm because image has an impact on customer perceptions of the communication and operations of the firm in many respects And the brand repuation or image of a hotel based on how the service perception process occurs will affect a customer’s perception of quality Especially, when hotels provide infront office services in the same way the process of checking in/out or receiving reservations will be one of the most considerations that customers decide whether to use the service or not Finally, some of SERVQUAL demensions will be condsidered to measure functional quality in Gronroos model to assist the feasible an comprehensive analysis of service quality

Chapter 3: Research methodology 3.1 Research objectives

The first step when doing a survey is to set up a survey goal So the survey target of our group is to determine whether factors of products and services of Novotel Saigon hotel have meet customers' expectations or not From there, we can find any problems that need to be sloved and suggest some solutions to improve service quality of Novotel hotel

3.2 Research method

A survey questionaire will be created with items measured by using five-point Likert scale with anchors of “strongly disagree” to “strongly agree”

There are two main tools used to survey customers:

- Manual survey (survey through paper samples and send directly to customers)

- Online survey (create online questionnaires and send them to customers)

We realize that manual survey will cause unnecessary shortcomings in the survey process due to the fact that Novotel is a hotel and it can affect customer attitudes when doing the survey

Therefore, we decided to choose a more suitable option that is online survey Novotel Saigon Hotel has been operating for a long time in Ho Chi Minh city and they have built a huge customer network Having known this advantage, using online questionnaires will help us reach a large number of customers That means the process and time of the survey will be much quicker and more convenient

After the questionaire was collected, the data were be processed by Excel with using the descriptive statistics of means between items in each dimensions to compare them with the purpose of exploring the level of the service quality perception of respondents Moreover, the results were discussed and summarized with some suggestions for the hotel

3.3 Survey channel

As mentioned above, Novotel has a fairly tight clientele We have contacted with the Novotel hotel sales and marketing department were able to use the accurate data via email sending to customers When conducting the survey, we made a commitment to the management of the Novotel hotel to use this information for research purposes only

3.4 Participants

The group's survey subjects target customers who have been and are using the hotel accommodation at Novotel Saigon

3.5 Questionnaire

Questionnaire structure: The questionnaire consists of 2 parts

Part 1: General demographic information of customers who have been using services at Novotel hotel Information includes the customer's age, gender and nationality

Technical Quality

Questions about technical quality will be based on the needs and actual situations of customers when performing check in / out and payment at the front desk Specifically, some customers claimed that the process of checking in / out at the hotel is time consuming They want this process to be improved and become fast

At the same time, customers also said that the checkout process is inconvenient, complicated and takes a lot of time to confirm a lot of information They want the payment to be simplified and quick The research team based on the above situations to be able to make the following statements

TIL The check in/out process is prompt and quick (Complete customer registration and finish the process in less than 5 minutes)

T2 The payment process is simple and fast

In addition, the hotel’s personnel status has changed due to the Covid-19 epidemic, with the limited number of employees working Therefore, during check in/ out, the hotel does not have enough human resources to serve guests and guests have to wait for a while to be served Hence, the authors decided to depict the waiting time (the amount of time that customers spend waiting to be served) with related three statements as following to evaluate how these factors impact on the customer’s perceived service quality of the front office department

T3 The waiting time for service is not extensive

T4 The staff provide the service as announced time

TS The staff try to minimize my waiting time

Funtional Quality

The questions about functional quality will be based on the SERVQUAL model and the actual needs of the customers when experiencing at the hotel These questions

are selected based on the suitability of the customer's request for service quality delivered by the reception department at the Novatel hotel

Items

F 1 The staff uniforms are neat

and clean

F2 The staff provide the

services with a smile

F3 The staff have the skills and

knowledge of check in/out and

payment processes required to

perform services

F4 The staff treat me with

respect

E5 The staff are polite and

friendly when delivering the

service

F6 The processes of check

in/out and payment are clearly

explained (the receptionists will

Reasons for choosing

As an employee, especially the receptionists who are the face of the hotel The way of their dressing such as uniforms should be neat and clean is one of the most crucial factors that makes guests impressive and shows their professionalism

In hospitality industry, smiling is the most neccessary requirement that a staff in the hotel must have while delivering services for guests

We also notice that some of staff working at final shift behave unpleasant without giving a smile at the guests

This study focuses on the check in/out and payment process To ensuring the smooth of check in/out process, the receptionists must

procedures to produce good performances For mostly business customers, they will have strict requirements on employee attitudes when they decide to pay a huge amount of money for hotel services Therefore, respect, courtesy and friendliness are factors that customers consider to evaluate the service quality of the hotel

have the knowing what receptionists will do and

instruct them to complete their check in /out

tell you what they are going to

do next.)

F7 The staff are willing to help

customers

F8 The staff have good

knowledge about the hotel’s

products

F9 The staff are able to

communicate with customers

effectively in English

F10 The staff give customers

individual attention (eye contact,

using customer’s names)

and payment procedures as soon as possible and paying attention to errors free

Customers when having problems or arising other demands, they always ask the front

receptionist needs to be ready to solve problems as well as respond to the needs of guests immediately

In addition to providing accommodation, guests also have other needs for dining, entertainment, and other services that the hotel can provide Therefore, the receptionist needs

to have knowledge about the hotel's products and services to be able to provide accurate and adequate information for guests

It is essential to communicate fluently and understandably between the international guests and the receptionist If this is not done well, it will adversely affect the check in/out and payment process such as extending the duration of procedure as well as impact on the customer's perception of the service quality of the front desk department

The checkout time is very busy so that the guests have to spend their waiting time to be served During this time, the receptionists are required to give customers attention such as eye contact A welcome drink, as an example,

is provided for the guests while they are