Therefore, it is a must to collect feedback from customers who use the services at the hotel to gain valuable insights into guest satisfaction and identify areas for service quality impr
Research rationale
Vietnam's tourism sector is considered a promising avenue for development The industry has experienced a rise in visitors due to higher travel speed and living standards, resulting in increased income and significant contributions to the national economy Despite the unstable and fluctuating global economy in 2023, the service and tourism sector stood out as a substantial contributor to Vietnam The GSO (2023) reported that this field grew by roughly 6.3% in the first nine months of 2023, accounting for more than 53% of the GDP The total income from tourists was US$6,783 million in the same year, marking a 37% increase over 2022, as the Viet Nam National Authority of Tourism (2023) reported
With its surge in visitors and revenue, Vietnam's booming tourism industry has fueled a significant increase in hotels However, this growth brings intense competition for hotels Travelers now have a more comprehensive range of options, and their expectations have grown When the hospitality industry is crowded, service quality is the key to standing out Travelers have become accustomed to high-quality service across many sectors, and frustrating experiences - like slow service at a restaurant or unhelpful staff while shopping - can quickly turn them away Unfortunately, meeting these ever-increasing expectations can be a challenge Hotel guests, in particular, now demand appealing amenities and a sense of comfort, reliability, and personalized attention Hong Ha Hotel, despite its past success, is no exception Newer hotels with modern amenities and service offerings pose a significant threat Therefore, the hotel must prioritize enhancing its service quality to stay relevant and competitive Hence, it will ensure that the ever-evolving needs of today's travelers are met
However, Hong Ha currently lacks of a formal process for collecting customer feedback about the quality of service Sometimes, the receptionist will ask guests after they check out, but the input is not recorded Therefore, it is a must to collect feedback from customers who use the services at the hotel to gain valuable insights into guest satisfaction and identify areas for service quality improvement
As an employee of the company, I hope to apply theories to propose practical solutions to enhance the hotel’s service delivery By improving its service quality, the hotel can gain a competitive advantage over other regional hotels, upholding its reputation and increasing market share
I chose “Assessment of Service Quality in Hotel: A Case study of Hong Ha Hotel” as my graduation thesis topic for the above reasons The thesis aims to study the actual state of service quality at Hong Ha Hotel and propose practical solutions to improve this hotel's services.
Literature review
Studies used a five-factor model
Parasuraman et al (1988) developed a framework and a SERVQUAL scale to measure service quality by five dimensions: Tangible, Reliability, Responsiveness, Assurance, and Empathy Later, Cronin and Taylor (1992) also proposed SERVPERF, another service quality scale based on these five primary components
With the SERVQUAL scale, Nguyen et al (2015) measured the relationship between the service quality of 33 three-star hotels in Danang and customer satisfaction The study gained 432 responses and found out that except for Tangible, all four other dimensions highly influence customer satisfaction Especially Empathy, which indicates how the hotels meet visitors’ individual requirements, was proved to be the most decisive dimension However, the study failed to establish a substantial correlation between physical attributes and customers’ happiness That can imply that
3 customers pay more attention to the way they are treated than to the hotel’s actual physical attributes
The research conducted by Ali et al (2021) did not find that Reliability, which pertains to the consistent delivery of services, was a significant factor After analyzing
111 answers from hotel guests in Erbil, Kurdistan, the study showed a similar result to Nguyen et al (2015), as they both found out Empathy was the most significant factor impacting the satisfaction of customers despite the different spatial scopes This discovery regarding Empathy contradicts the findings of Lê Hữu Trang (2007)
In the study examining the case of a hotel in An Giang, Vietnam, besides the five key dimensions of SERVQUAL, “Credibility” was a new element to measure service quality Lê Hữu Trang (2007) found that the Empathy dimension had no significant impact, while customer satisfaction was driven by the other five factors, mainly Reliability These divergent outcomes emphasize the variability in the significance of many elements of service quality, which is contingent upon the specific circumstances Variables such as geographical position, hotel classification, and guests' characteristics can all influence which areas of service are of the greatest importance to customers
Juwaheer conducted a study in 2004 to examine the influence of service delivery on the overall satisfaction of international tourists visiting Mauritius The study employed an adapted iteration of the SERVQUAL model, which assesses the quality of service by considering five fundamental dimensions After distributing 600 questionnaires to international tourists who were staying in hotels located on the beach, Juwaheer got 410 valid replies The findings revealed that the Reliability dimension, particularly factors such as staff dependability and service correctness, significantly impacted total service quality and customer satisfaction
In their study, Nham and Nguyen (2014) examined the quality of service delivery at Hotel X, a luxury five-star hotel in Vietnam, and its influence on client satisfaction The researchers employed the widely recognized SERVPERF model to evaluate the quality of service By processing 169 valid hotel guests’ responses, their
4 investigation unveiled that the Assurance dimension, which signifies the level of trust guests have in the hotel staff's expertise and competence, exerted the most significant impact on customer happiness Notably, during the analysis of the rotational component matrix, the study discovered that the dimensions of Responsiveness and Empathy can be combined into a single factor known as RES-EM These findings indicate that Hotel X's staff responsiveness to guests' demands and requests strongly correlated with their ability to comprehend and accommodate individual preferences Ultimately, the research failed to establish a substantial correlation between the tangible elements of the hotel and client pleasure This implies that the performance of the personnel may have had a greater impact on the visitors than the physical characteristics of this specific five-star hotel
A study conducted by Yilmaz (2009) focused on examining the perception of service quality among hotel guests in Nevşehir, Turkey The study employed the SERVPERF scale to assess the service quality of hotels with ratings ranging from three to five stars, which gauges guests' views of five fundamental dimensions Yilmaz merged the Assurance and Responsiveness characteristics into a unified component for examination The researcher employed convenience sampling and gathered a total of 234 valid questionnaires from hotel customers in Nevşehir The survey questions were precisely the same as those in the original SERVPERF scale, as it was determined to be an efficient instrument for assessing service quality in the Turkish hotel sector Once more, the outcome revealed that guests had the lowest perception scores for the Tangibles component Guests may anticipate further enhancements in the physical attributes of the hotels, such as amenities or aesthetics Conversely, the result revealed that Empathy was the primary determinant for guests when assessing the overall quality of service
Khattab and Aldehayyat (2011) conducted a study on the service quality of hotels in Jordan Their specific focus was on hotels with a rating of three stars or higher in the renowned tourist sites of Aqaba and Petra The researchers conducted a survey of 280 hotel guests in order to collect their impressions The lowest ratings were found to belong to the hotels' Tangible and Empathy aspects, suggesting room for improvement in these areas, which could significantly impact guest satisfaction
Therefore, the researchers recommend that hotel managers focus on enhancing both The study also validated the SERVPERF as a dependable scale for assessing service quality in the hotel business in Jordan, further contributing to the existing body of research Đỗ Văn Ly et al (2023) did a research to determine what factors have the most significant impact on customer satisfaction at Sunny Ninh Thuan Hotel in Vietnam The researchers employed five key dimensions of the widely recognized SERVPERF framework and a pricing factor to assess customer satisfaction based on their evaluations of service quality According to the study, the most crucial aspects of client satisfaction at Sunny Ninh Thuan Hotel were Reliability and Responsiveness That implies that guests prioritize consistent service delivery and the hotel's rapid response to their needs In this specific situation, it was discovered that the Empathy component had the most negligible impact on satisfaction Additionally, the study considered the pricing factor and determined that it had a minor influence on customer satisfaction This implies that although the price is a consideration for guests, it is not the primary determinant of their experience at Sunny Ninh Thuan Hotel.
Studies used a two-factor model
An alternative method for assessing service quality is categorizing the dimensions into two broad groups, tangible and intangible, rather than seeing them as independent entities
Karatepe and Avci (2002) examined the level of satisfaction among tourists regarding the service quality provided by five-star hotels in Northern Cyprus The researchers specifically targeted Turkish travelers and employed a poll that utilized a five-point scale A random selection of hotels was made, and a total of 189 guests were surveyed in order to provide a representative sample The research corroborated the notion that the service quality of hotels may be categorized into two primary dimensions: the visible aspects visitors perceive and the intangible aspects related to how guests are treated This conclusion was derived via a rigorous statistical analysis Notably, the research discovered that the tangibles element had a more significant
6 influence on total satisfaction with β = 0.472 Enhancements to the hotels' physical attributes, such as decorations or facilities, have the potential to enhance client pleasure greatly Moreover, the results demonstrated that the SERVPERF service quality measurement scale effectively evaluated hotels in Northern Cyprus
Another study in North Cyprus, conducted by Nadiri and Hussain in 2005, specifically targeted European tourists rather than Turkish visitors With the objective of assessing the efficacy of the SERVPERF tool when applied to European visitors, the researchers collected a sample of 285 European visitors who were accommodated in hotels with a three-star rating or higher in Northern Cyprus The questionnaires employed a five-point Likert scale to assess 22 service quality items, along with a single one regarding overall satisfaction However, after analyzing data, the study concluded that tangibles and intangibles may characterize service quality for European visitors in Northern Cyprus This was distinct from the original SERVPERF model, which consisted of five dimensions Unlike the earlier study conducted by Karatepe and Avci (2002), which specifically examined Turkish guests, this research indicates that European tourists place greater importance on the performance of the hotel staff (β = 0.67), such as the helpfulness and friendliness of the personnel, rather than the physical features of the hotel
Marić et al (2016) studied the significance of tangible and intangible factors in service quality Their poll consisted of 19 questions about tangible factors and 14 regarding intangibles Participants rated each feature using a five-point scale, with 1 indicating "completely irrelevant" and 5 indicating "completely relevant" Like the prior study on European tourists, this research employed a convenience sampling strategy, which involved selecting readily available subjects The survey revealed that
220 clients who provided their responses prioritized intangible traits to a greater extent, which implies that placing trust in the hotel staff and receiving flawless service is of greater significance than the physical attributes Nevertheless, the importance of clean and comfortable rooms is also emphasized when selecting a hotel
In a study conducted by Nguyen (2018), the aim was to investigate the elements that have an impact on customer satisfaction in hotels located in Thanh Hoa
7 province, Vietnam The study assessed five crucial characteristics that can lead to customer satisfaction: tangible and intangible elements of service quality, perceived value, brand image, and customer relationship management With a survey of 380 individuals, the researcher was able to gain insight into their level of satisfaction and the underlying factors contributing to it The study revealed that intangible factors had the most significant impact on consumer satisfaction Subsequently, there were tangible elements, such as brand reputation, perceived worth, and CRM The study also examined the influence of demographics on satisfaction Therefore, it found that people from other countries, individuals who stayed for a duration beyond seven days, and those with better levels of education displayed a higher level of satisfaction with their hotel experience In general, the research indicates that hotels in Thanh Hoa province, namely those rated 3 to 5 stars, provide a pleasant experience for most tourists Nevertheless, there is scope for enhancement, particularly in aspects such as worker engagement and guaranteeing guests perceive they are receiving commendable worth for their expenditure
To conclude, several scholars have investigated methods for measuring the quality of service, with two widely used models being SERVQUAL and SERVPERF Unlike SERVQUAL, SERVPERF exclusively examines customers' perceptions of the hotel's performance without considering the disparity between their expectations and the actual experience Furthermore, SERVPERF is more user-friendly as it eliminates the need to measure guest expectations, which may be laborious and costly Although variations exist, both models employ five fundamental characteristics to evaluate service quality: Tangible, Reliability, Responsiveness, Assurance, and Empathy Moreover, SERVPERF has gained extensive utilization in the global hospitality sector, establishing its credibility and thorough examination Hence, by employing SERVPERF, this research may effectively evaluate the service quality at the Hong Ha Hotel and provide significant insights into guest experiences.
Novelty of research
Although there is already a general grasp of service quality and customer satisfaction based on previous research, there is still a need for further studies
8 specifically focused on Vietnamese hotels The current research on Vietnamese hotels, such as the study conducted by Nguyen et al (2015) on three-star hotels in Da Nang and the research by Nham and Nguyen (2014) on a specific five-star hotel in Hanoi, lacks a comprehensive representation of the industry as a whole This study aims to fill this void by examining the service quality of the Hong Ha Hotel, a three- star hotel in Hanoi Concentrating on a three-star hotel in Hanoi allows a more thorough assessment of Vietnam’s service quality in hotels
In addition, this study utilizes the SERVPERF model, which provides a novel approach to assessing service quality, in contrast to the regularly employed SERVQUAL model in Vietnamese hotel research This study makes two significant contributions to Vietnamese service quality research in the hospitality industry Firstly, it provides valuable experimental evidence on service quality by examining a previously under-represented segment, namely a three-star hotel in Hanoi Secondly, this study examines the perception of service quality in Vietnamese hotels, providing new insights into the subject and utilizing the well-established SERVPERF framework Hotel managers can use this study's discoveries to boost service quality in their hotels and augment client satisfaction.
Aims and objectives
General research aim
The thesis focuses on assessing service quality at Hong Ha Hotel based on customers’ perceptions, thereby offering solutions to improve Hong Ha Hotel’s service quality in the near future.
Specific research objectives
- Setting a structured framework for the theoretical underpinnings of service quality and hotel service quality
- Proposing a research model and model explanations
- Presenting and assessing the current state of service quality at the Hong Ha Hotel
- Ascertaining the influence of various factors on service quality at the Hong Ha Hotel
- Proposing recommendations on influencing dimensions to enhance service quality at the Hong Ha hotel based on the thesis findings.
Research focus and scope
Research focus
The research’s subject is the quality of service at the Hong Ha Hotel.
Research scope
- Spatial scope: At Hong Ha Hotel, Ha Noi
Research methods
Data collection methods
The secondary data about customers and business reports, and personnel structure of Hong Ha Hotel in the period of 2021 - 2023 were collected and used in the thesis This thesis also contains the company’s public information and other journal articles with theses that have researched similar topics
The primary data source comes from a customer survey conducted by the author in 2024 The author used a questionnaire to survey the opinions of customers using the services at Hong Ha Hotel By using a convenience sampling method, the author collected 252 valid responses after two weeks.
Data analysis method
Collected data is processed and analyzed with SPSS 25 and AMOS 24 softwares Methods such as Cronbach's Alpha, EFA, CFA, and SEM analysis are utilized to ascertain the validity and reliability of the model, as well as to examine the proposed hypotheses
Research structure
Chapter 1: Theoretical background of hotel service quality
Chapter 3: Service quality at Hong Ha Hotel
Chapter 4: Research results and discussion
Chapter 5: Solutions to enhance the quality of services at Hong Ha Hotel
THEORETICAL BACKGROUND OF HOTEL SERVICE
Overview of hotel service quality
1.1.1 The definition of hotel service
In broad terms, products, including tangible things and services, provide advantages to the clients who purchase and utilize them When it comes to physical things, the advantages stem from possessing the tangible item, whereas with services, the benefits are derived from the activity and execution of the service Many scholars have become interested in researching the ongoing expansion of the service industry
A service, as defined by A Payne (1993), refers to any activity, performance, or experience that one party can offer to another party Services are intangible and typically do not lead to ownership of any tangible components that contribute to the service activity or experience
According to the Vietnamese Tourism Law (2017), hotels must have at least ten rooms in order to meet the requirements set by the laws In their study, Nguyen et al (2008) provide a concise definition of a hotel as an establishment that provides visitors with a combination of accommodation, food, and leisure activities Hotels can be defined as commercial establishments that offer temporary, paid accommodation along with many additional services to meet the requirements and expectations of tourists
Nguyễn Văn Mạnh and Hoàng Thị Lan Hương (2008) stated that hotel services are unique products that possess both value and utility, similar to conventional products and are intended to fulfill anticipated demands Individuals with the financial means have the ability to afford different services Examples of services that can be provided include renting rooms, serving meals at restaurants, and providing entertainment
Hotel service can be categorized into two main categories Firstly, tangible items (or commodity products) They refer to the physical goods and services used during guests’ stay These include food, beverages, and any other tangible products (such as toiletries, amenities, or merchandise) offered as part of the hotel package
These things can be made by processing a wide range of diverse products Secondly, intangible products Also known as product services, they are goods and services that have monetary or spiritual worth They can also be experiences, feelings of fulfillment, or the customer's acceptance of a paid transaction Two categories comprise the primary services (bedroom services and catering to take care of visitors' fundamental needs while they are staying at the hotel) and extra services Depending on the customers' needs, different hotels will offer different extra services Some of these services are golf courses, swimming pools, tennis courts, and a host of other leisure services related to sports, eateries, pubs, and coffee services Plus, recreational amenities like a spa, mud bath, massage, yoga, gym, and other services like laundry, self-driving vehicle rentals, and airport transportation Furthermore, services are offered to both individuals and groups In the case of large hotels, the hotel serves as both a venue for important events and a site where holiday rentals occur Some well- known brands also rent out their properties for business purposes Moreover, they offer a rental space for press conferences, marriages, exhibits, big conferences, etc
1.1.2 The definition of hotel service quality
Service quality is a widely used term in various commercial sectors, including entertainment, healthcare, finance, education, banking, hotels, and transportation Service quality is a multifaceted concept that revolves around guest perception It encompasses the perceived excellence of the intangible processes a hotel delivers to meet or exceed guest expectations
Ultimately, this perception influences guest satisfaction and loyalty Bitner and Hubbert (1994) define service quality as a customer's overall impression of how a company and its services compare to others In simpler terms, Bitner et al (1990) view it as the outcome of interactions between individual service providers and their customers According to Nguyễn Văn Mạnh and Hoàng Thị Lan Hương (2008), hotel service quality, as perceived by consumers, pertains to the degree of satisfaction experienced by hotel customers
While various definitions of service quality exist, this thesis adopts a customer-centric perspective In this thesis, service quality in hotels is defined as the customers’ perceived overall excellence of the hotel services.
Characteristics of hotel service quality
Nguyễn Văn Mạnh and Hoàng Thị Lan Hương (2008) identified four distinct aspects of hotel service quality:
Evaluating the service of a hotel can be challenging Measuring the quality of a hotel's service is challenging due to its nature as a bundled service comprising both tangible and intangible elements Measurable aspects of the hotel, such as its physical amenities and equipment, can be readily quantified Nevertheless, intangible elements, such as the hotel's personnel and ambiance, provide a greater challenge when it comes to quantification Furthermore, the level of service provided by a hotel is subjective and contingent upon the particular guest's perception Different guests may have contrasting opinions regarding the quality of service, with one perceiving it as good while another may perceive it as poor
The assessment of a hotel’s service can only be accurately determined based on the perception of the guests The evaluation of hotel service quality can only be effectively determined by the perception of consumers who utilize the hotel's offerings The challenge in assessing the quality of hotel services lies in its subjective nature, as it relies on the impression of each individual customer Various factors influence individuals' perceptions, including customer expectations, prior experiences, and even their emotions Customers who are in a positive emotional state are more inclined to overlook the hotel's deficiencies compared to those who are in a negative emotional state
The quality of hotel services is contingent upon the efficacy of the service delivery process employed by the hotel establishment The quality of hotel services is assessed based on two primary factors: technical quality, which encompasses the physical condition of the rooms, the amenities provided, and the overall appearance of the property, and functional quality, which pertains to the human aspects of the hotel, including the demeanor and helpfulness of the staff, the efficiency of the check-
14 in and check-out procedures, and the overall level of service Both factors are crucial in assessing the overall caliber of a hotel's service
Consistency is crucial Consistency is a crucial determinant in delivering top- notch hotel services There are two ways to interpret this: internal consistency and exterior consistency Internal consistency pertains to the synchronization of all personnel and divisions inside the hotel in pursuit of a shared objective of delivering exceptional service Effective implementation of this task necessitates unambiguous communication, mutual agreement on principles, and a dedication to ongoing enhancement External consistency refers to the hotel's capacity to continually surpass the expectations of its customers For a hotel to succeed, it must possess a comprehensive comprehension of its intended audience and be capable of fulfilling its commitments.
Factors affecting hotel service quality
This is an essential requirement for managing a hospitality enterprise The standards for cleanliness and aesthetics in the hotel service sector are extremely strict Customers feel at ease and comfortable when they are in modern, elegant, safe, and hygienic facilities Consumers who live in these conditions make other consumers happy and convenient Facilities that guarantee both quantity and quality will also foster an environment where service staff may advance and become more proficient in their work, increasing customer satisfaction
The facilities of each hotel play a major role in contributing to its exceptional and distinctive features In addition to adding enormous value to the hotel industry, the exquisiteness of every little element in every area of a basic hotel—including tables, chairs, mattresses, and decorative patterns—also instills a sense of caring in people and treats visitors with consideration They had a positive experience with the hotel's service, and we anticipate seeing them again
It is impossible to overlook the exterior infrastructure in addition to the hotel's amenities For instance, the parking lot's layout separates different kinds of cars to
15 prevent needless collisions, and the path from the parking lot to the reception is as convenient for customers as feasible Additionally, the greatest hotel service company must consider the communication and transportation infrastructure
In the technological sector, automation can eventually take the place of workers However, the hotel industry still needs committed, hands-on service from its employees As a result, a hotel's service personnel have a significant impact on its success or failure Because they interact with guests frequently and operate as liaisons between the hotel's services and goods, it is possible to argue that service personnel are the hotel's "assets" and the secret to its success Employee service—eagerness, consideration, looks, gestures—will gratify clients, optimize their ability to pay, boost income and profits, and generate profits for the hotel
Owing to their critical position in the hotel's overall operation, service personnel must guarantee:
- A high standard of professionalism and excellent behavioral skills
- Recognize consumer psychology in light of each culture, custom, age, and preference
- Recognize proper communication and manners
- Age requirements: Individuals who handle guest service or work directly at the front desk must be youthful (20–30 years old), nimble, and proactive
- Gender requirements: Male employees are needed for jobs requiring a lot of physical strength and quick movements, like parking and carrying customers' luggage; however, male employees are needed for jobs requiring delicacy, gentleness, and consideration, like customer service, service, etc Female staff members should handle housekeeping duties
- Foreign language requirements: Professional expertise, particularly the capacity to communicate in foreign languages, is mandatory for individuals working directly in the firm
Given the features of the lodging services sector, labor organizations need to make sense The increase in productivity and the decrease in expenses are determined by the reasonable and scientific organization and use of labor in any activity, not only the lodging services sector
Service processes facilitate the smoothest and most effective operation of departments Consequently, to maximize economic value and client contentment, it is always necessary to create standardized service processes for managing processes and avoiding potential issues Properly establishing service standards enables us to comprehend and cater to the distinct requirements and preferences of various clientele segments Establishing process standardization is crucial, but it does not mean that hotels must exactly deliver services; rather, they must constantly guarantee that the equipment is designed to meet and exceed strict specifications
Establish standard servicing procedures based on customer expectations to help equipment eliminate needless steps and save businesses money and time The service process functions as a controller, administrator, and instructor assisting each department in understanding its duties and obligations, building the relationship and harmony between departments, maintaining a close and rhythmic relationship with one another, integrating everyone into a framework, and assisting Our company's expansion is growing more and more steady.
The importance of enhancing service quality in hotel business
In today's highly competitive hospitality industry, service quality stands as a powerful differentiator Improving hotel service quality brings various benefits First of all, high-quality service creates a positive and memorable experience for customers, which leads to higher satisfaction and a greater likelihood of returning for future stays Although hotels often have to pay a large amount of service costs to offer the best service, this is considered a long-term investment Especially satisfied guests are the most enthusiastic brand advocates, recommending the hotel to their network through word-of-mouth marketing, which is the most cost-effective form of promotion Not only will it attract new guests, but high-quality service can also
17 increase loyalty to guests, leading to repeat business and potentially increased spending on additional services or premium room options
Nowadays, people have more and more increasing living standards; they are willing to pay for a premium service Therefore, a hotel that has a great reputation for excellent service can command higher room rates while still attracting customers to use its service Once the customers are satisfied, they are likely to use additional services such as dining and spa treatments, further boosting the hotel’s overall revenue
Focusing on service quality can be a cost-saving tool Efficient service minimizes complaints and quality control costs, such as refunds and compensation for customers It also saves time spent resolving issues
Within the fiercely competitive landscape of the contemporary hospitality industry, guest satisfaction reigns supreme Therefore, enhancing the caliber of service offerings becomes a critical determinant of a hotel's success Exceptional service functions as a key differentiator, fostering positive word-of-mouth recommendations, bolstering online reviews, and attracting a more diverse guest clientele Consequently, this translates into increased bookings, revenue generation, and a robust hotel brand image By meticulously comprehending guest experiences gleaned from feedback mechanisms, hotels can pinpoint areas necessitating improvement This ensures continued alignment with the industry's evolving standards while surpassing guest expectations Ultimately, this unwavering focus on service excellence cultivates not only guest loyalty and repeat patronage but also strategically positions the hotels for enduring prosperity within the marketplace.
Methods for measuring service quality
Unlike tangible goods, services are intangible experiences Abdullah and Rahman (2015) stated that services are essentially performances or processes Therefore, measuring service quality is inherently more complex than measuring the quality of manufactured goods This is because service quality depends not only on the final outcome but also on the entire process of how that service is delivered
Many frameworks have been created to evaluate service quality The models listed below are frequently utilized Every model provides a distinct approach to measuring the quality of service and customer satisfaction and pinpointing areas for development
● Gap model of Service Quality
Parasuraman et al (1985) are the pioneers in the subject of service quality research The author proposed a paradigm for analyzing five variables in service quality judgments
Picture 1.1: The five gap model
To be specific, GAP 1 is about the needs of customers, and the perceptions of management are not aligned This is the most harmful disparity when supervisors don't understand what their clients want and need
GAP 2: Disparities between managers' perceptions and the attributes of service excellence constitute a gap in the existing literature When managers clearly understand their consumers' needs, this difference remains unaltered This category is influenced by various factors, including the level of commitment exhibited by management towards service quality, the objectives established for service quality, the standardization of tasks, and the feasibility of meeting customer expectations
GAP 3: There exists a disparity between the characteristics of service delivery and service quality, which manifests when the delivery of services falls below the expected level The key determinants contributing to this disparity are collaboration, employees' job adjustment, technological integration, employees' perception of autonomy, and level of accountability…
GAP 4: The information delivered to the consumer and the service performed are distinct from each other This phenomenon arises when a corporation neglects to uphold its commitments
GAP 5: The disparity between the anticipated level of service and the actual level of service obtained This phenomenon occurs as a result of the disparity between the perceived level of quality by clients, as anticipated, and the actual level of quality they perceive subsequent to utilizing the service
According to Parasuraman et al (1985), customers' perception of service quality is influenced by the fifth difference, which is contingent upon the remaining four differences Hence, in order to enhance the caliber of service, it is important to reduce the length of difference type 5, encompassing differences 1, 2, 3, and 4 The model of service quality can be represented in the subsequent format:
Service Quality = f(GAP5) = f(GAP1, GAP2, GAP3, GAP4)
Service quality is the discrepancy between clients' expectations and their post- service satisfaction As per the SERVQUAL model, service quality can be calculated by subtracting the expected level of service from the perceived level of service
The initial segment is to ascertain the general customer expectations regarding the quality of service offered by the organization That is, irrespective of any particular firm, respondents expressed their degree of interest in the service The second section is to ascertain customers' perceptions regarding the service performance of the companies being interviewed Specifically, the evaluation is conducted based on the particular services offered by the firm being investigated
The SERVQUAL model is the predominant and extensively utilized research model for assessing service quality in the field of marketing research The SERVQUAL model was developed using the 5-gap model proposed by Parasuraman et al (1985) The study conducted by Parasuraman et al (1988) is grounded on the conventional interpretation of service quality It includes 22 characteristics that are categorized into five components: Tangibles, Reliability, Assurance, Responsiveness, and Empathy
The SERVPERF scale is a widely used model for evaluating service quality, focusing solely on customer perceptions of performance It builds upon the earlier SERVQUAL scale but eliminates the "expectations" component, arguing that performance alone is a more reliable indicator of service quality and will not make respondents feel confused about that factor The SERVPERF scale assesses five core components of service quality: Tangibles, Reliability, Responsiveness, Assurance, and Empathy
The SERVPERF model was developed to address the limitations of the SERVQUAL model According to Cronin and Taylor (1992), the SERVPERF scale offers a more efficient method for measuring service quality compared to SERVQUAL While the SERVPERF model maintains the same five dimensions as SERVQUAL, it assesses service quality based on actual service performance rather than a comparison of perceived service to expected service Consequently,
SERVPERF cuts the number of elements measured from 44 (SERVQUAL) to 22, simplifying the process
SERVPERF highlights the importance of customer perception Satisfied customers are believed to be indicative of a company’s effective operational approach So, the model advocates for collecting data directly from customers through surveys or basic inquiries This allows companies to grasp how customers perceive their service performance, ultimately helping to improve operations and customer satisfaction
The SERVPERF model identifies five key dimensions that contribute to a customer's perception of service quality Below are descriptions of these service quality components:
The “Tangible” refers to the physical aspects of the service experience It encompasses the appearance of facilities (cleanliness, modernity), equipment (functionality, upkeep), and personnel (grooming, uniforms)
The “Reliability” dimension emphasizes on the organization's capacity to provide consistent and precise service
The “Responsiveness” refers to the willingness and promptness of staff members to help guests and meet their requirements
The “Assurance” dimension focuses on the knowledge, courtesy, and competency of employees to build trust and confidence in customers Knowledgeable and polite staff who can address inquiries and manage problems efficiently enhance the positive perception of service quality
The “Empathy” dimension emphasizes the degree of personalized care and attention given to customers This includes tailored service, responding to particular demands, and showing sincere care for customers
The 4M1E criteria are used primarily in analyzing quality challenges This framework can be used to evaluate the quality of service delivery in the hospitality industry It stands for:
Firstly, Machine The technical infrastructure of a hotel is one of the most important factors in providing a high-quality guest experience It includes the physical facilities of the hotel, such as the rooms, restaurants, and public areas, as well as the equipment and systems that support the operation of the hotel There are a number of factors that contribute to the quality of a hotel's technical infrastructure, including well-furnished, aesthetic, and safety First and foremost, the infrastructure should be well equipped, indicating that it is modern, properly cared after, and convenient for both guests and personnel Additionally, aesthetics are a factor to consider, as the design should be visually pleasing and enhance the overall atmosphere of the hotel Ultimately, ensuring safety is of utmost importance The infrastructure must be carefully planned and upheld to prioritize the welfare of visitors and personnel By satisfying these requirements, the "Machine" criteria seamlessly integrate into the overall hotel experience, contributing positively to it
RESEARCH METHODOLOGY
Research procedure
The preliminary stage of this thesis starts with the establishment of a robust groundwork for the research problem - service quality This will serve as a guiding principle for the entirety of the study
Subsequently, the author will construct a resilient theoretical framework to comprehend the quality of hotel service and its measurement This task will entail examining pre-existing concepts and theories on service quality in a broad sense By utilizing these well-established principles, it is possible to develop a comprehensive model for the analysis of the data gathered during subsequent stages of the research process
During the process of constructing the analytical model, the author will concurrently design the survey The questionnaire’s organization will be grounded in accepted service quality frameworks After completing the drafting of the research model and the questionnaire, the author will proceed to a critical stage: questionnaire development The inquiries will be specifically crafted to collect pertinent data The proposed items entail conducting tests with hotel managers and an instructor in order to identify any potential areas of confusion or ambiguity At this stage, any requisite adjustments will be implemented in order to facilitate effective communication with the people included in the survey
Subsequently, the completed questionnaire will be officially disseminated in order to gather data from the hotel customers
Regards of gathering the data, it is imperative to verify its quality Removing unusable responses will guarantee the accuracy and representativeness of the studied data in relation to the target population
After being cleaned, the data will be analyzed In this phase, a range of analytical methodologies will be utilized by SPSS 25 and AMOS 24, encompassing descriptive statistics of sample and indicators, EFA, CFA, and SEM The use of these methodologies will enable the author to evaluate the reliability of the measuring
28 scales employed in the survey and ascertain whether the data substantiates initial hypotheses regarding the quality of hotel service
This paper will provide an analysis of the findings by giving possible reasons and comparing them to previous research findings In the end, the results of this study will provide the basis for suggestions to enhance the quality of hotel service.
Research model and hypotheses
Given its effectiveness, the SERVPERF scale is increasingly adopted by the hotel industry to evaluate service quality in hotels (Nham & Nguyen, 2014; Yilmaz, 2009; Khattab & Aldehayyat, 2011; Đỗ Văn Ly et al., 2023) Thus, this study utilizes the SERVPERF model
The proposed research framework is presented below:
(Source: Author’s proposed research framework)
To measure service quality, it is necessary to hypothesize the relationship between five service quality dimensions and hotel customers’ perceived service quality (Picture 2.1) To be specific, five research hypotheses are:
Hypothesis 1 (H1): Tangible dimension has a positive relationship with Service Quality
Hypothesis 2 (H2): Reliability dimension has a positive relationship with Service Quality
Hypothesis 3 (H3): Responsiveness dimension has a positive relationship with Service Quality
Hypothesis 4 (H4): Assurance dimension has a positive relationship with Service Quality
Hypothesis 5 (H5): Empathy dimension has a positive relationship with Service Quality.
Scales of the questionnaire
The questionnaire (Appendix 1) contains two sections In the initial part, participants have to provide their personal details in order to address demographic inquiries encompassing gender, age, nationality, their visit’s purpose, and the number of times they visited Hong Ha The second part will consist of 25 questions corresponding to 25 observed objects, divided into five essential aspects of service quality: Tangible, Reliability, Responsiveness, Assurance, Empathy, and the overall quality of service The inquiries were developed using the SERVPERF scale with adjustments aligned with the particular research context of hotel operations
The interviewees are requested to assess their level of agreement with each statement using a 5-point Likert scale, which spans from 1 (Strongly disagree) to 5 (Strongly agree).
Sampling
Hair et al (2006) suggested that a minimum sample size of 50 is advised for EFA Additionally, they proposed a ratio of 5 observed variables to 1 measured variable Given that the research model consists of 25 measured variables, the minimum sample size needed for EFA is 5 x 25 = 125 In order to enhance data reliability and allow for the exclusion of invalid questionnaires, the survey was administered to a minimum sample of 300 participants, and the author got 268 responses The answers are classified based on valid and invalid votes, with invalid
30 votes resulting from incomplete filling After screening, only 252 answers are useful for the research
This thesis uses a convenience sampling method due to limited research time and resources Upon check-out at the hotel front desk, the questionnaire will be forwarded directly to the subject of the investigation, and the guests can fill it out while waiting for the check-out process.
Data analysis method
This thesis is quantitative research Hair et al (2014) propose that CB-SEM provides a more accurate measurement technique compared to PLS-SEM Because the analytical model inherits from the SERVPERF scale to examine service quality, the author used CB-SEM to analyze the model and validate hypotheses
To analyze collected data, the author used SPSS 25 and AMOS 24 Methods such as Cronbach's Alpha and EFA are utilized to test the reliability of the proposed framework’s scales Then, the model fit with convergence and discrimination validity are tested by CFA To examine the proposed hypotheses, the author employed linear structural modeling (SEM)
A greater Cronbach's Alpha coefficient signifies that the items within a scale exhibit a higher level of consistency and reliability A value equal to or greater than 0.6 is generally seen as acceptable, while a value of 0.7 or higher is sometimes favored (Nunnally, 1978) The Corrected Item-Total Correlation with a threshold of 0.3 or above is commonly regarded as satisfactory (Cristobal et al., 2007) These high values suggest that a scale is dependable and the items are effectively assessing the same underlying construct
According to Hair et al (2015), EFA does not usually differentiate between dependent and independent variables Instead, it aims to find underlying patterns in all variables collectively Nevertheless, due to the explicit definition of the independent and dependent variables in the proposed framework and its simplicity, distinct EFAs will be carried out for each variable set in this thesis This methodology
31 guarantees a more focused examination and prevents any complications arising from the presence of mixed variable types in EFA In this context, the author examines five essential conditions to guarantee a strong and reliable EFA: KMO value should be between 0.5 and 1; a statistically significant result (p-value < 0.05); strong factor loadings typically above 0.5
Once the observed variables that correspond to each scale have been identified, CFA is employed to assess the adequacy of the model by employing different indices, including Chi-square/df, CFI, and RMSEA The acceptability of the model fit is discriminated based on the following criteria: CMIN/df ratio should be less than or equal to 3, CFI and TLI should be greater than or equal to 0.9, RMSEA should be less than or equal to 0.06, PCLOSE should be higher than or equal to 0.05 (Hu & Bentler, 1999), and GFI should be greater than or equal to 0.8 (Baumgartner and Homburg, 1995) Furthermore, it assesses the degree to which the validity of converge and discriminate Achieving an AVE value of 0.5 or higher (sometimes 0.7) indicates that, on average, over half (or 70%) of the variability in the items can be accounted for by the underlying construct, which demonstrates strong convergent validity Discriminate validity guarantees that the constructs being measured by various scales are clearly separate and distinct from one another with two conditions:
(1) The MSV is more than the AVE, and (2) Fornell-Larcker criterion: the SQRTAVE is greater than the Inter-Construct Correlations between structures
When examining a structural equation model (SEM) in AMOS, the Regression Weights section offers vital data regarding the importance and direction of connections between constructs Statistical significance is determined at a 95% confidence level, where only correlations with a p-value below 0.05 are considered significant The Standardized Regression Weights table displays the estimated magnitude of each association, enabling direct comparison between various connections A positive weight indicates an increase in the independent variable, which is associated with an increase in the dependent variable A negative value indicates the opposite relationship
Chapter 2 outlines the research methods used in this study Initially, it details the steps followed throughout the research process The chapter also describes the analytical model employed, including the hypotheses proposed for investigation To gather data, a questionnaire was developed with the SERVPERF scale for measurement A convenience sampling method was chosen for this study, resulting in a final sample size of 252 usable responses The author used SPSS 25 and AMOS
24 to analyze collected data for Cronbach's Alpha, EFA, CFA, and SEM analysis
SERVICE QUALITY AT HONG HA HOTEL
Overview of Hong Ha Hotel
3.1.1 The formation and development history of Hong Ha Hotel
Hong Ha STTC CO., LTD is a company situated at No 204 Tran Quang Khai Street, Trang Tien Ward, Hoan Kiem District, Hanoi The three-star Hong Ha Hotel provides business and leisure guests with an enjoyable sojourn
Picture 3.1: Logo of Hong Ha Hotel
The Hong Ha Hotel has a long and prestigious history The initial purpose is to serve the Hanoi Party Committee’s employees with delegations; it was named City Party Guest House back in 1986 It went through another name change, now known as Hong Ha Hotel, operated by Hong Ha STTC Co., LTD
With the commitment to providing the highest quality service to customers, Hong Ha blends convenience with a touch of luxury and glamour, which enhances the memorability of customers’ visit experience no matter the length of their stay
3.1.2 The organizational structure of Hong Ha Hotel
Picture 3.2: Organizational structure of Hong Ha Hotel
(Source: Human Resource and Administration Department of Hong Ha Hotel)
To function effectively, the hotel should pay attention to departments’ coordination Each department has its own tasks based on the hotel’s scale and business strategy
Directorate (including General Director and two Deputy General Directors)
Provides overall vision, leadership, and strategic direction for the hotel
Makes crucial decisions regarding operations, finances, and development
Oversees the performance of all departments
Human Resources and Administration Department
Handles recruitment and training of staff
Manages employee relations, payroll, and benefits
Oversees administrative tasks like record keeping and communication
Takes care of financial activities like budgeting, accounting, and financial reporting
Manages financial transactions, including payments, receipts, and investments
Analyzes financial data to support informed decision-making
Responsible for sales, marketing, and revenue generation
Develops marketing strategies, manages customer relationships, and oversees sales channels
Analyzes market trends and identifies new business opportunities
Plans, organizes, and executes events, and conferences held within the hotel Coordinates with various departments to ensure smooth event execution
Ensures guest satisfaction and adherence to client specifications
Maintains the technical aspects of the hotel, including electrical systems, plumbing, and air conditioning
Responds to guest requests and repairs any technical issues in rooms and common areas
Greets guests upon arrival, processes check-in and check-out procedures, verifies identification and collects payment
Assigns rooms based on reservation or guest preferences and availability
Answers guest questions, handles special requests like late check-out or luggage storage and resolves any guest concerns
Maintains hotel security and guest safety
Monitors surveillance systems, patrols the premises, and responds to security incidents
Enforces hotel policies and ensures the safety of all guests and staff
Performs housekeeping duties in guest rooms and other facilities, ensuring cleanliness and guest comfort
Ensures timely and efficient delivery of room service items
Responsible for washing, drying, and ironing hotel linens and guest laundry (if offered)
Ensures timely and efficient laundry service
Welcomes and serves guests in the hotel's restaurant, bar, or other dining areas
Takes orders, delivers food and beverages, and ensures guests have a pleasant dining experience
Prepares and cooks food for the hotel's restaurant, room service, and other food service outlets
Maintains food quality and ensures timely meal preparation
Follows food safety protocols and adheres to hygiene standards
Provides bartending services, preparing and serving alcoholic and non- alcoholic beverages
Maintains a well-stocked bar, ensures proper beverage storage, and provides excellent customer service
3.1.3 Services of Hong Ha Hotel
Hong Ha Hotel provides more than just a place to stay It has cultivated a unique atmosphere, offering a range of services like accommodations, dining and coffee options, and even a rentable conference room
Table 3.1: Hong Ha’s Room types
(Source: Hong Ha’s Business Department)
To meet various personal preferences for both tourists and business travelers, Hong Ha offers a range of room types The quantity as well as the room rate are presented in Table 3.1 Also, if there is any additional child seven years and older, guests will be charged a VND 450,000 fee per night
There are four types of rooms: Superior, Deluxe, Premium, and Suit Superior rooms’ layouts can be two single beds or one queen bed to cater to different requirements In Deluxe rooms, besides a bed, there will be a desk and welcoming area equipped with a sofa and coffee table The Premiums are quite the same as the Deluxes, but with a bigger area for storage There are two distinct sections: a private
Room Types Area Quantities Room rate
38 bedroom and a living area for Suit rooms; both of these areas are bathed in natural light and ensure privacy along with relaxation for guests
With catering services, the hotel has a restaurant that serves a diverse range of Asian and European cuisines to appeal to the preferences of a wide range of clients
In the restaurant area, there is a mini-bar Additionally, there is an outdoor café where customers can enjoy the scenic view of the garden
Le Bistrot is perfect for individuals seeking a cozy and refined setting to host intimate celebrations or simply socialize with loved ones This hospitable eatery operates from 8:00 am to 7:00 pm every day of the week
This restaurant provides a range of dining options, including a customized selection menu and a lunch buffet The 49K buffet is accessible on weekdays during lunches from 11:00 am to 1:00 pm There are more than 20 delectable dishes, including ten fresh fruits and vegetable options, and a range of complimentary beverages
Visitors can unwind within the confines of the on-site bar This establishment caters to both introspective and extroverted desires For those seeking solace after a day of exploration, the bar offers a haven to imbibe a refreshing drink, allowing the day's experiences to coalesce into cherished memories Conversely, the bar fosters a convivial atmosphere, perfect for socializing with fellow travelers This social microcosm within the hotel presents an opportunity to forge new connections and share travel narratives, enriching the overall guest experience
Evocative of the famed Parisian café culture, La Terrasse Café seeks to replicate the essence of a sidewalk social hub within the rooftop of Hong Ha The open-air terrace fosters a connection with the surrounding environment, allowing guests to enjoy a refreshing breath of fresh air amidst the city's embrace This rooftop
39 haven offers a multi-sensory experience, and clients can savor delectable drinks while basking in the city's vibrant energy, their gaze sweeping the urban landscape
Arranging an outdoor event, regardless of its scale, frequently puts the host in the midst of a complex logistical situation Regardless of the location, be it outdoors, at the workplace, or at a private residence, Hong Ha's committed team, who strictly follow rigorous standards to provide exceptional outside catering service, guarantees that guests will experience a gastronomic adventure that exceeds their expectations
Hong Ha Hotel offers conference space that can be rented for meetings, seminars, and other events The fifth-floor meeting room can accommodate up to 120 people with an area of 9 x 18 meters The room is equipped with modern audio-visual equipment and can be arranged in different layouts: U-shape, classroom, or theater layout, depending on customers’ preferences and purposes To maximize the flexibility, guests can rent the conference room for half-day or full-day With the support of experienced service and technical teams, events are ensured to run smoothly
Rental price (VND) The cost incurred for an extra hour (VND)
(Source: Hong Ha’s Business Department)
Furthermore, customers can choose to use additional services such as room design, document printing, photography, cinematography, and catering
Besides the mentioned services, there are additional services such as:
The integration of the Hong Ha Hotel's business center and mini library in the lobby exemplifies a strategic investment and dedicated efforts to enhance the quality of service The business center is furnished with equipment for printing, faxing, and copying, which makes it particularly advantageous for business travelers or guests encountering unforeseen tasks
The micro library caters to diverse reading habits and contributes to the formation of a comprehensive and remarkable lodging experience It offers a diverse collection of books encompassing novels, psychology, and literature works, as well as children's stories in both English and Vietnamese Customers can register to borrow books and bring them to their rooms or read at the counter
Customers can use laundry services to keep their belongings fresh and wrinkle- free The laundry fee will be based on the number of clothes that customers want to clean Normally, an item of clothing is charged approximately VND 90,000; however, if it needs special treatment or fast delivery, the fee will be higher
Service quality at Hong Ha Hotel
3.2.1 Hotel facilities at Hong Ha Hotel
All seventy rooms are spacious and elegantly furnished with comfortable beds and ample storage space Customers can enjoy in-room entertainment options such as cable TV, movies, and music Additionally, each room includes free Wi-Fi, a minibar, a coffee maker for convenience, and modern and hygienic bathrooms with bathtubs or showers
Regarding safety, the hotel excels in fire protection There are safes to ensure the security of guests' personal items and fire masks in every room The hotel is equipped with comprehensive amenities, such as fire alarm systems, first aid cabinets, and fireproof hallway doors throughout the premises… Also, the hotel frequently organizes fire prevention and first aid training sessions for all hotel staff members
The rooftop café’s space can only be sufficient for about 40 customers Meanwhile, the maximum capacity of the restaurant is about 70 people and is suitable for family gatherings, class reunions, or events that have similar sizes The restaurant staff conducts frequent inspections of technical amenities, including tables, chairs, and catering utensils, to ensure optimal customer pleasure The hotel places significant emphasis on the provision of high-quality equipment for its restaurants and bars, as catering is the second significant source of revenue for the hotel
When reserving a conference room, the hotel offers complimentary amenities such as notebooks, pens, flip charts or whiteboards, and purified water Moreover, based on the customers’ preferences for layout, the hotel can arrange tables and seats Flowers are adorned in accordance with established norms for placement (podium, chair table, VIP table) In addition, the conference room is equipped with a professional sound and lighting system, as well as a desktop microphone and a wireless microphone
The technical team consistently conducts quality assessments of electronic equipment The technical personnel will examine the lighting system, electrical outlets, and switches prior to the event for detecting any operational abnormalities Any concerns that arise will be promptly recorded and addressed to ensure that customers do not experience any discomfort
3.2.2 Qualities of Hong Ha Hotel’s employees
In the service industry, where client experience is paramount, the workers play a crucial role in determining the level of success They are the brand’s physical representatives, interacting and directly influencing guests’ perception of the entire organization The staff members of Hong Ha undergo meticulous training and possess
46 extensive expertise, demonstrating their unwavering commitment to satisfying the customers' requirements
Table 3.5: Hong Ha Hotel’s Personnel structure from 2021 to 2023
(Source: Hong Ha’s Human Resource and Administration Department)
In response to the resumption of operations in the tourism industry, Hong Ha Hotel expanded its workforce by six employees in 2022 compared to 2021 In order to cater to the demands of customer service, the number rose to 107 by 2023
Based on the data presented in Table 3.5, it can be observed that despite fluctuations in the number of employees, the proportion of female employees remains higher than that of male employees throughout the years The hotel possesses the benefit of employing a youthful, committed, and dynamic female team, while the 22-
35 age group constitutes a significant majority of over 53% through the years
The educational attainment of individuals is a significant criterion in the assessment of human resources The majority of employees at Hong Ha possess a bachelor's degree or a higher level of education Individuals who have completed undergraduate and postgraduate studies are predominantly allocated to the human resources, business, finance, and accounting departments This guarantees that the operation and performance are at their highest level of efficiency Furthermore, there has been a significant proportion of employees holding college degrees, although this number decreased to 36 in 2023 due to some employees having gained undergraduate diplomas or they just simply quit
Due to the predominantly English-speaking hotel’s clientele, the majority of the staff underwent basic English communication classes organized by the hotel This training aimed to enhance their ability to communicate with clients in a more efficient and effective manner Table 3.5 illustrates the hotel employs a substantial number of staff members proficient in both Korean and Chinese languages This can be considered a strategic investment of the hotel because apart from China, a nation that has a significant influx of tourists to Vietnam, Korean nationals have emerged as a
48 promising market, with an increasing number of Koreans choosing to visit Vietnam Besides, there are employees who speak French, Italian and Japanese
3.2.3 Service process in Hong Ha Hotel
All services that can be reserved, such as hotel rooms, catering options, or conference space, adhere to a standardized process When a customer submits a reservation, the Business Department will conduct an inspection of the request to verify the availability of the required service In the event that it is available, the team will reach out to consumers via email to confirm their reservations On the contrary, the guests will be advised to reserve an alternative room category or modify their itinerary to align with the hotel's timetable
When customers arrive, they will be headed to the front desk by a bellman to confirm the reservation once again Prior to providing customers with the key, the room must be prepared diligently and thoroughly to ensure it meets all the necessary criteria Due to the significant impact cleanliness has on customer satisfaction, the housekeeping team will meticulously sanitize all surfaces in the room, including furniture, fixtures, floors, and windows They will provide fresh bed sheets, pillowcases, and towels Essential amenities such as soap, conditioner, shampoo, and beverages are also provided in the minibar Moreover, they proceed to open the windows in order to allow the ingress of natural light into the space Ultimately, the housekeeping personnel do an inspection of the entire room to verify that everything is immaculate, well-arranged, and adequately supplied The cleaning schedule is every two days
Each room will be equipped with a laundry bag adjacent to the bedhead table, providing visitors with a designated area to place their desired garments for cleaning Typically, clients will receive their clothes within a 24-hour period The duration of the return process may be extended in cases when the garments require specific attention or if the service is sought during periods of high demand The items that need special treatment must be notified since if they do not, the hotel will not be held accountable for any shrinkage or defects in customers' clothing
Overall assessment of Hong Ha’s service quality
The strategic location in the central area of Hanoi provides guests with convenient proximity to the city's most renowned landmarks This promotes a smooth exploration experience, reducing the necessity for lengthy trip preparation and optimizing the amount of time spent on leisure activities
For long-term success within the highly competitive hospitality sector, the hotel places a strong emphasis on providing great service and offering a wide range of amenities Whether a visitor is traveling for leisure or business, the hotel offers a range of services and lodging options Suitable for tourists and professionals alike, Hong Ha offers a variety of rooms and suites to suit every financial constraint and personal preference This all-encompassing strategy accommodates a broader spectrum of guest requirements and inclinations, guaranteeing a pleasant and satisfactory sojourn
Hong Ha Hotel has modern facilities The hotel's commitment to regularly maintaining its equipment ensures that the rooms do not exhibit signs of age The conference room is meticulously and solemnly decorated to cultivate a feeling of professionalism Thus, it enhances hotel revenue and offers staff work while there is a scarcity of vacationers
Although it is a state-owned company, in the past three years, the company has proactively rejuvenated its workforce, including a large proportion of young employees The young, loyal, and dynamic female team accounts for a large proportion of the hotel's personal structure In addition, the operations of the departments are professionalized, and the quality of staff is increasingly enhanced This will be the basis for constantly improving service quality
One notable strength is the consistent qualifications of the hotel workforce The presence of employees who possess remarkable abilities, expertise, and a positive attitude has the potential to greatly improve the overall customer experience The
50 capacity to handle challenges proficiently and exhibit sincere hospitality will cultivate customer loyalty and facilitate positive word-of-mouth promotion
The hotel has a WordPress website that offers comprehensive details regarding services that the hotel offers, along with its contact details
In Hong Ha, there is a standardization of processes A systematic method is followed for the reservation of various services, including hotel rooms, food options, and a meeting room
The absence of a spa may result in the hotel losing its competitive advantage over other regional ones Especially for guests who are leisure travelers or affluent guests, a spa to unwind and enhance their well-being throughout their sojourn is considered a need They can choose other businesses that specifically address this requirement Therefore, a lack of spa amenities can be viewed as insufficient to meet that clientele’s needs, leading to diminished client contentment
At present, the hotel only offers one conference room situated on the fifth level, hence posing challenges in accommodating the diverse demands of its clientele This phenomenon is particularly noticeable in situations where many customers express a desire to reserve conference room simultaneously or when customers seek to arrange meetings of varying sizes or at consecutive time intervals, each with distinct equipment and service prerequisites
The restaurant offers a varied menu and a selection of dishes However, Hong
Ha Hotel should consider expanding the menu with additional vegetarian and Halal- approved options to cater to a wider range of clients
Currently, the hotel does not employ an agency booking website but is limited to three methods: hotline, email, or straight at the hotel This poses a significant annoyance to numerous customers, particularly in the current era of intense competition, where the majority of hotels are actively engaged on booking websites Failing to utilize these platforms would pose challenges for hotels in effectively reaching a substantial customer base This leads to the failure to capitalize on
51 potential client acquisition from new markets and poses challenges in customer retention since, nowadays, they frequently visit these platforms to avail themselves of promotional offers and incentives In addition, the three abovementioned methods exhibit a significant time consumption during the booking procedure, posing challenges in managing the number of rooms reserved Consequently, this might result in the occurrence of duplicate bookings or unmanageable spare rooms
Currently, hotels have not allocated significant attention and investment towards marketing initiatives Hence, the advertising task of the quality of hotel services along with its branding remains challenging
During periods of high demand, hotels may encounter challenges in promptly and effectively addressing all the requirements due to the surge in guest numbers Consequently, clients had extended waiting times for services, such as being required to wait at the reception for check-in or check-out procedures Moreover, when utilizing the buffet breakfast service, there are instances where there is insufficient time to restock the dishes, resulting in customer dissatisfaction due to the absence of their preferred foods This might adversely affect the customer experience and the reputation of the property
Chapter 3 delves into the service quality of Hong Ha Hotel It begins with a background of the hotel, providing an overview of its services The chapter then dives deeper into a comprehensive evaluation of service quality at Hong Ha Hotel This includes an assessment of the hotel's facilities and workforce with its service procedures By analyzing these aspects, the chapter identifies both the strengths and weaknesses of Hong Ha Hotel's service delivery
RESEARCH RESULTS AND DISCUSSION
Research result
Table 4.1 illustrates the descriptive statistic result of the sample in the following criteria: gender, age group, nationality, visit purpose, visit time, and booking method
Table 4.1: Descriptive statistic result of sample Criteria Characteristic N = 252 Proportion (%)
(Source: Author’s statistic result utilizing SPSS)
The interview participants were predominantly female (53.2%), with the majority falling within the age category of 22-35 (46%), which generally indicates individuals who likely have joined the employment The largest proportion of individuals were from Vietnam (40%), with China (29%) and Korea (27%) following closely behind Notably, the main purposes for visiting Hong Ha were leisure travel (42.9%) and business travelers (34.9%) A noteworthy proportion of the guests (42.1%) were returning visitors, among whom 23% had returned on two occasions, and 19.1% had returned more than twice Since Hong Ha does not rely on third-party booking, the majority of reservations (40.1%) are made directly through the hotel’s page or through travel agents (38.1%)
Table 4.2: Statistics analysis of factors assessed using the Likert scale
Indicators N Minimum Maximum Mean Standard
(Source: Author’s statistic result utilizing SPSS)
Table 4.2 demonstrates the factors’ average scale Table 4.2 clearly displays the rankings of different factors EMP (Empathy) has the highest scale with 3.975, followed by factor Assurance (AS) with a score of 3.9 The Tangible (TGB) component is ranked third with a score of 3.86, followed by the Service Quality factor (SQ) with a score of 3.24 and the Responsiveness (RES) factor with a score of 3.21 The average scores mentioned are quite high; however, the factor Reliability (REL) has a relatively low figure of 2.648
TGB1 has the highest average score of 3.9 on the Tangible scale This item evaluates the level of modernity in hotel facilities
On the Reliability scale, the item with the highest score of 2.71 is REL5, which measures the level of attentiveness and diligence exhibited by staff in providing service
On the Responsiveness scale, the item that has the highest score of 3.29 is RES1, which is associated with the statement: “Hotel staff provides you with a clear timeline for the service”
The item receiving the highest score of 3.95 on the Assurance scale is AS4, which evaluates the staff’s knowledge in responding to customers’ inquiries is the item with the highest score of 3.95
Within the Empathy scale, there are two items, EMP2 and EMP4, that both have an average score of 4.0 The hotel staff’s commitment to comprehending clients’ unique needs and addressing specific demands is assessed by EMP2 and EMP4, respectively
Regarding Service Quality, component SQ4, which assesses the likelihood of the respondent becoming a repeat customer, received the highest score of 3.25
Table 4.3: Cronbach’s Alpha analysis result
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Service Quality (SQ): Cronbach's Alpha = 0.858
(Source: Author’s statistic result utilizing SPSS)
The results are presented in detail in Appendix 3 Table 4.3 illustrates the brief result As presented above, all the proposed scales satisfy Cronbach’s Alpha
60 coefficients condition, which demands the coefficient to be above 0.6 Thus, the reliability of the proposed scales is tested and accepted right at the first run
Moreover, all of the Corrected Item-Total Correlation values are more than 0.3, with the minimum being 0.591 (EMP3) For TGB, TGB4 emerged as the variable with the strongest influence, while TGB3 had a slightly weaker impact Within the REL factor, REL2 stood out as the variable with the greatest influence Similarly, RES3 played the strongest role among the variables contributing to RES In the AS factor, AS2 had a more prominent influence with 0.662 compared to AS1 (0.598) The EMP factor showed an interesting pattern, with both EMP1 and EMP4 demonstrating the strongest influence (0.656) Finally, SQ4, with a 0.733 value, emerged as the most impactful variable within the overall SQ factor, closely followed by SQ1 with 0.728
4.1.4.1 Exploratory factor analysis of independent variables
Table 4.4: Independent variables’ KMO and Bartlett’s Test
(Source:Author’s statistic result utilizing SPSS)
Kaiser-Meyer-Olkin Measure of Sampling Adequacy
The KMO test value is 0.842, indicating that this sample is well suited for factor analysis on this data set as it exceeds the recommended threshold of 0.5 A significance value of 0.000, which is below the threshold of 0.05, indicates a significant correlation between the observed variables This further enhances the appropriateness of component analysis for discovering underlying factors that elucidate these associations
(Source: Author’s statistic result utilizing SPSS)
The factor loadings (weights) of independent variables were considered satisfactory as they all exceeded 0.5 The variable REL1 has a minimum factor loading of 0.710, but it still meets the requirement For more information about the factor structure, see Appendix 4, which shows the factor rotation matrix
Table 4.5 displays the categorization of observable items into five components The "Reliability" component is determined by five variables (REL1, REL2, REL3, REL4, REL5), with REL2 having the most significant influence The
"Tangibles" element is mainly influenced by TGB4, along with TGB1, TGB2, and TGB3 The component of "Responsiveness" is mainly influenced by RES3, as well as RES1, RES2, and RES4 The factor of "Empathy" is mostly influenced by EMP4 and EMP1, with corresponding impacts of 0.787 and 0.785 EMP2 and EMP3 also
63 make contributions to this factor The factor of "Assurance" is more strongly influenced by AS2 compared to AS1, AS3, and AS4
4.1.4.2 Exploratory factor analysis of dependent variable
Table 4.6: Dependent variable’s KMO and Bartlett’s Test
(Source:Author’s statistic result utilizing SPSS)
The research data demonstrates a high degree of sampling adequacy (KMO 0.872) for factor analysis, exceeding the recommended threshold of 0.5 Additionally, the statistically significant correlation among observed variables (p-value < 0.000) reinforces the appropriateness of this technique This allows me to identify underlying factors that explain these relationships
Table 4.7: Goodness-of-Fit analysis χ2/df GFI AGFI CFI TLI PCLOSE RMSEA
(Source: Author’s statistic result utilizing AMOS)
Kaiser-Meyer-Olkin Measure of Sampling
The validity of the scales' factor structure was established by Confirmatory Factor Analysis (CFA) using a model that demonstrated a good fit The results in Table 4.7 are all satisfied: χ2/df = 1.761 < 3, GFI = 0.879 > 0.8, AGFI = 0.849 > 0.8, CFI = 0.934 > 0.9, TLI = 0.924 > 0.9, PCLOSE = 0.156 > 0.05, RMSEA = 0.055 < 0.06 This analysis evaluates the degree of congruence between the suggested theoretical model and the empirical data obtained from the survey
4.1.5.2 Convergent validity and Discriminant validity analysis results
Table 4.8: Convergent validity and Discriminant validity analysis results
REL EMP SQ RES TGB AS
(Source: Author’s statistic result utilizing AMOS)
The Composite Reliability (CR) values are consistently high, all above 0.7, with a minimum of 0.810 Similarly, the Average Variance Extracted (AVE) values are all above 0.5, with a minimum of 0.508 These results indicate that the scales employed in this research are reliable and converge well with the data set
Table 4.9: Result of SEM analysis
(Source: Author’s statistic result utilizing AMOS)
Picture 4.1: Result of SEM analysis
(Source: Author’s summary of SEM analysis results)
The regression analysis, presented in Table 4.9 and Picture 4.1, confirms the positive influence of all five service quality dimensions on service quality
The analysis confirms all five service quality dimensions (tangible, reliability, responsiveness, assurance, and empathy) have a statistically significant positive relationship with service quality (SQ) at a 5% significance level (p-value < 0.05) Responsiveness (RES) and Tangible (TGB) stand out as a particularly influential dimension on SQ, with a highly significant p-value of 0.000 Reliability (REL) (p- value = 0.004 < 0.01), Assurance (AS) (p-value = 0.014 < 0.05), and Empathy (EMP) (p-value = 0.002 < 0.01) all show significant positive effects on SQ, with varying strengths as indicated by their p-values
Standardized beta coefficients reveal the relative strength of these relationships The “Responsiveness” factor has the strongest impact (βres = 0.35), followed by the “Tangible” factor (βtgb = 0.24) “Empathy,” “Reliability,” and
“Assurance” factors show progressively weaker but still positive influences.
Discussion
The characteristic that had the greatest impact on how guests assessed the quality of service at Hong Ha Hotel was “Responsiveness” This discovery is consistent with the study conducted by Đỗ Văn Ly et al (2023) regarding the contentment of guests at Sunny Ninh Thuan Hotel Ly's study highlighted Responsiveness, in addition to Reliability, as a crucial factor in guest satisfaction The focus on Responsiveness implies that visitors prioritize timely and attentive service from hotel workers The significance of being responsive is further emphasized by the time-critical nature of travel Hotel visitors, especially those who are on holiday or engaged in business travel, frequently adhere to strict timetables Procrastination in resolving issues or providing responses might greatly hinder their plans and lead to annoyance A timely response, even if it's only accepting the request and giving an approximate timetable, can greatly reduce this frustration
Interestingly, the study revealed that Assurance has the least impact on perceived service quality, as seen by the lowest beta coefficient In contrast to the findings of Nham and Nguyen (2014), which determined Assurance to be the most
67 influential element affecting customer satisfaction, this study presents a different perspective There are other possible reasons that could explain this discrepancy Contemporary travelers are increasingly inclined to conduct online research on hotels prior to making a reservation This enables individuals to acquire data regarding the facilities, services, and reputation of the hotel, which may decrease their reliance on obtaining direct confirmation from the hotel itself In addition, customers may anticipate a specific level of guarantee (regarding cleanliness, security, and basic amenities) as a customary requirement for each hotel accommodation Meeting these fundamental requirements may not have a substantial effect on the overall perception of service quality until they are not met These data indicate that by prioritizing Assurance, there is a possibility to enhance service quality as well as client happiness Hong Ha may enhance the guest experience beyond minimum expectations and actively showcase high standards in guest safety, security, and quality
Remarkably, Tangible characteristics rank as the second most critical factor in determining the perceived service quality of Hong Ha Hotel The "Literature Review" section presents numerous research that indicates a strong correlation between intangible characteristics (such as assurance, feedback, support, and understanding) and their impact on service quality To be specific, in prior research, the Tangible dimension has frequently been ranked after the four aforementioned intangible factors, if not considered the most influential factor Contrary to expectations, this study revealed contrasting outcomes: Tangible characteristics ranked as the second most significant determinant of service quality in Hong Ha, after Responsiveness The reason for this could be attributed to the escalating needs of clients in the present period They value not only the staff's attitude and hotel support but also the services and amenities provided by the hotel Customers desire a comprehensive service encounter that encompasses both material and immaterial components
While the study identified several elements that impact consumers' views of service quality at Hong Ha Hotel, it did not address several other influential aspects, including service pricing and demographic considerations This is also a prospective direction for future progress in this field
Chapter 4 unveils the thesis’ key findings This chapter utilizes a multi- pronged analytical approach to examine the influence of five service quality dimensions on guest perceptions at Hong Ha Hotel Descriptive statistics provide a snapshot of the sample characteristics and the measured indicators for each dimension EFA has been used earlier in the research process for initial exploration, depending on the study's design Subsequently, to confirm the proposed structure of the service quality dimensions, CFA is employed Finally, SEM analysis allows for a comprehensive analysis of the hypothesized relationships between the five dimensions and perceived service quality
Following the analysis, Chapter 4 delves into a discussion of the results Comparisons are drawn with relevant studies on service quality within the hospitality industry to identify potential implications The chapter acknowledges the limitations of the current research and proposes potential avenues for future studies to build upon these findings
SOLUTIONS TO ENHANCE THE QUALITY OF SERVICES AT
Basis for proposing solutions
5.1.1 Hong Ha’s strategic development orientations
5.1.1.1.1 Development goals a) Short-term goals
- Ensure the stability and sustainability of the existing market
- Achieve a 20% annual growth in net revenue
- Enhance guest room productivity by a range of 60% to 65% b) Long-term goals
Hotels are a driving force behind modern economies, creating jobs and adapting to changing needs Hong Ha strives to draw more and more guests, not only from the existing markets but also new ones In terms of the employees, their professionalism and well-being will be improved Also, Hong Ha will generate employment opportunities The hotel contributes to a safe and secure community while attracting guests and enriching the lives of its staff By all of that, Hong Ha can improve its competitiveness and establish a distinct brand for hotel products
To achieve those goals, the forthcoming direction of Hong Ha Hotel is as follows: a) Short-term directions
In order to evaluate the current service performance, Hong Ha will implement a comprehensive service quality management system This includes not just comfortable rooms but also diverse amenities, synchronized services, and personalized experiences The existing assets and staff expertise will be capitalized to create unique offerings that attract both domestic and international tourists Simultaneously, the hotel will efficiently leverage its strengths, generate appealing
70 elements to entice local travelers, and augment the percentage of international tourists
Utilize accurate pricing models to maximize income while remaining competitive
Develop targeted promotional initiatives and marketing campaigns to attract both local and international travelers
Actively participate in travel programs and develop online promotions to expand the customer base
Hong Ha Hotel believes the staff is its greatest asset Hong Ha will implement a performance-based reward system and training programs to motivate and improve staff professionalism, service skills, and foreign language fluency b) Long-term directions
Explore new markets beyond conventional client segments, with a focus on developing robust client bases in Korea and China, particularly in the MICE sector
Establish a multi-channel marketing strategy to maintain a leading position in attracting new clients and building a strong brand presence globally This strategy will involve active involvement in travel programs, the development of captivating online promotions, and the execution of efficient customer relationship management tactics The implementation of this complete plan guarantees that Hong Ha Hotel maintains its position as a leader in drawing new clients and establishing a robust brand presence in the global tourism sector
Partner with universities and colleges to provide specialized training in tourism and hospitality to cultivate high-quality human resources
Based on the findings of client reviews, Responsiveness emerges as the most influential factor in determining hotel quality, followed by Tangible, Empathy, and Reliability Conversely, Assurance was the least influential element among the five characteristics that were examined Research indicates that the Responsiveness dimension is the primary determinant of service quality for clients during the service
71 process Therefore, it is crucial to prioritize and consistently promote this component while improving the extent of Assurance.
Proposing solutions to enhance Hong Ha’s service quality
5.2.1 Solutions based on the “Tangible” component
Hong Ha Hotel ought to allocate its profits towards infrastructure investments due to the rapid evolution of client wants and trends The hotel can enhance its bedroom equipment to cater to the preferences of the visitors without the need to change everything in the structure, such as equipping smart lighting In addition, upkeep guarantees that the property is consistently well-maintained
Due to their exposure to external conditions on the rooftop, the tables and chairs will be subject to the effects of weather, leading to a deterioration in their quality Thus, they require careful cleaning
It is essential to thoroughly examine cutlery before serving customers When cleaning and polishing dinnerware, staff must be mindful of proper classification to prevent any harm to the tableware, such as blade damage or peeling of the coating
Allocate profits towards infrastructure investments to keep pace with evolving guest needs The hotel could add accessible restrooms for people with disabilities The provision of accessible facilities for individuals with disabilities also demonstrates the hotel's commitment to the community and its social responsibility
Enhance the hotel's surroundings by planting trees in key areas for long-term aesthetic and environmental benefits In order to make a positive initial impact on clients, it is advisable for the hotel to enhance its surroundings by planting additional trees in prominent areas such as the entrance, lobby, and restaurant Trees contribute to the production of clean air, enhance the visual appeal of the hotel, and foster a sense of ease and tranquility for customers Moreover, the hotel should ensure that the cleanliness and proper tree layout substantially enhance the hotel's ability to attract and retain clients
5.2.2 Solutions based on the “Reliability” component
In order to verify that staff meet the hotel's operational standards, the recruitment process must thoroughly and precisely assess prospects When selecting applicants, it is crucial to evaluate not only their professional qualifications but also the essential qualities and attributes of service workers Highly qualified personnel continually provide precise assistance, minimizing mistakes and guaranteeing guests acquire their expected outcomes
The Hong Ha Hotel should monitor key performance indicators (KPIs), such as the frequency of punctual room service, the speed of meal delivery by room service, and the promptness of the maintenance staff in responding to requests Tracking and monitoring the time to perform the service processes is vital to make sure the processes run as expected and establish practical expectations for clients
The proactive maintenance program to detect and resolve possible difficulties with room furniture, elevators, and other equipment before they escalate into significant problems will enable Hong Ha to reduce interruptions and guarantee reliable service for customers
Regular training should be provided to staff members on standardized procedures Comprehensive training is essential to guarantee that staff members have the requisite abilities to deliver services without any errors
Conduct periodic assessments and observations and gather feedback from guests to consistently evaluate staff performance This aids in identifying areas where personnel may need further training or assistance to consistently maintain service standards
5.2.3 Solutions based on the “Responsiveness” component
The hotel should proactively engage in requesting feedback from guests through telephone helpline, questionnaires, direct conversations with personnel, and online reviews A thorough guest feedback system will facilitate the collection, analysis, and resolution of client inquiries The system will help the creation of well- defined procedures to equip employees with the necessary information and procedures to efficiently resolve problems, hence reducing the frequency of escalating issues to management Also, it helps to discover areas for enhancement in service provision, leading to a more favorable overall guest experience
Insufficient human resources during the peak season often result in inadequate service for customers, leading to blunders and customer dissatisfaction During periods of high demand, it is important to allocate sufficient resources to ensure that all processes are executed according to established standards Hong Ha should consider employing temporary personnel during specific seasons in order to cater more effectively to the demands of its guests
The training programs offered by the hotel can include role-playing exercises that aim to improve communication and conflict-resolution skills Conflict resolution is a key aspect of responsiveness, as it requires staff to actively listen to customer concerns, understand the situation, and find a solution that satisfies everyone involved
It is recommended that Hong Ha Hotel develop a dedicated customer care department This department will be responsible for developing solutions and gathering customer assessment data regarding the level of customer satisfaction with the hotel's services
In the pursuit of enhancing guest service delivery and operational efficiency, the strategic implementation of technology plays a pivotal role This section explores the potential applications of various technological solutions, such as chatbots and