AN INVESTGATION AND SOME SOLUTIONS TO ENHANCING THE SERVING QUALITY OF STAFF IN THE MUSEUM OF CHAM SCULPTURE , 1.1 Definition and characteristics of service quality 1.1.1 Definition of quality According to the classical view, it is said: Quality is the level that conforms to the preset regulations on some characteristics of the product, but from a modern perspective: Quality is appropriate for its purpose and is customer satisfaction. In addition, according to ISO 8402 (TCVN 581494) defines that: Quality is all the characteristics of a product or service capable of satisfying the set or potential requirements. On the other hand, according to the Vietnamese dictionary, quality is the total of basic properties and attributes of things or things. According to Oxfords pocket dictionary: Quality is perfection, it is a comparative or absolute characteristic, specific sign, facts, basic parameters. But according to French standards NF X 50109: Quality is the potential of a product or service to satisfy the needs of users. According to ISO 9000: 2000 definition: Quality is the level of inherent set of characteristics that meet requirements. 1.1.2 Definition of service quality Service quality is the quality that customers can only evaluate after using the service or after having contact with direct service employees, which means having a certain experience of service (excerpt from Quality of Service. General Training Center for Standards and Measurements). Quality of service is the quality that customers must rely on their ability, reputation and brand of the service provider for evaluation. If many suppliers are reputable, consumers will be more and more confident in the quality of their services. 1.1.3 Characteristics of service quality 1.1.3.1 Assessment and measurement of service quality The quality of service is not good or not because the perception of customers cannot be touched or seen, therefore it is very difficult to measure. Feeling is a psychological category, accordingly it depends on factors objectivity of each visitor, it is not stable and has no conventional measure. For example, customer perceptions of service quality are based on the guests psychological state, health status, and ethnic origin of each guest. These factors change overtime, as a result different times guests will feel different quality of service. The difficulty of evaluating and measuring museum service quality has caused some museum managers to tend to rely on visible activities, such as counting the number of daily visitors or based on how the service staffs conduct with their manager is also a way to infer their attitudes towards the museums customers. 1.1.3.2 Assessed through direct consumer perception of museum products. This feature stems from the following reasons: The first feature of the quality of service has proved that the quality of museum service depends on the perception of consumers directly on the product. Due to the characteristics of museum products and services: the process of creation and consumption process of museum services takes place
MINISTRY OF EDUCATION AND TRAINING DUY TAN UNIVERSITY FACULTY OF ENGLISH GRADUATION PAPER NGUYEN PHUONG THAO AN INVESTGATION AND SOME SOLUTIONS TO ENHANCING THE SERVING QUALITY OF STAFF IN THE MUSEUM OF CHAM SCULPTURE MAJOR : ENGLISH FOR TOURISM Code : K22.702 Da Nang ,2020 MINISTRY OF EDUCATION AND TRAINING DUY TAN UNIVERSITY FACULTY OF ENGLISH GRADUATION PAPER NGUYEN PHUONG THAO AN INVESTGATION AND SOME SOLUTIONS TO ENHANCING THE SERVING QUALITY OF STAFF IN THE MUSEUM OF CHAM SCULPTURE MAJOR : ENGLISH FOR TOURISM Code : K22.702 SUPERVISOR: VO THI THANH TAM, M.A DA NANG, 2020 Graduation paper i Supervisor : Vo Thi Thanh Tam, M.A ACKNOWLEDGEMENT The topic "An Investigation and some Solutions to enhancing the Serving quality of staff in The Museum of Cham Sculpture" is the content I chose to study and my final thesis after four years of studying English for Tourism at Duy Tan University To complete the process of researching and perfecting this project, firstly, I would like to express my deep gratitude to Ms.Vo Thi Thanh Tam of the Department of Foreign Languages - Duy Tan University; She directed and guided me through the research process so that I could complete the project In addition, I would like to express my sincere thanks to the teachers in the Department of Foreign Languages who have contributed valuable ideas for the project On this occasion, I would also like to thank the Faculty of English - Duy Tan University, the leaders and the brothers and sisters who are working at The Museum of Cham Sculpture for giving me the opportunity and time during my research Finally, I would like to thank my relatives and friends who have always been with me, encouraging me to complete this course and essay Sincerely thank you! Student: Nguyen Phuong Thao Code: 2220323978 Graduation paper ii Supervisor : Vo Thi Thanh Tam, M.A STATEMENT OF AUTHORSHIP I assure you that this is my own thesis and under the guidance of Ms Vo Thi Thanh Tam The research contents and results in this topic are honest and have not been published in any previous forms The figures in the tables for analysis, comments and assessments are collected by myself from various sources No other person’s work has been used without due acknowledgement in the thesis If there is any fraud, I am fully responsible for the content of my thesis Danang, April 5th, 2020 NGUYEN PHUONG THAO Student: Nguyen Phuong Thao Code: 2220323978 Graduation paper iii Supervisor : Vo Thi Thanh Tam, M.A ABSTRACT The project "An Investigation and some Solutions to enhancing the Serving quality of staff in The Museum of Cham Sculpture" is implemented from March 2020 to April 2020 The research content of the topic is analyzing and assessing the actual situation The amount of service at The Museum of Cham Sculpture from which to give management solutions to improve service quality at the museum Information is collected by actual survey of customers visiting the museum and the museum's annual statistics The study uses field survey methods, observation methods, reference methods to analyze the situation, and receives customer reviews about the factors affecting service quality From the results of the analysis, the study has also proposed administrative implications to improve the quality of service at The Museum of Cham Sculpture based on the development perspectives of the museum; research results of the topic; Customer comments during the survey process Solutions to improve service quality at The Museum of Cham Sculpture include: creating trust for customers for the quality of service at the museum; improve tangible facilities; improve policies for staff; improve the service attitude of employees, enhance policies to resolve complaints, solutions to improve service quality from the opinions of customers Student: Nguyen Phuong Thao Code: 2220323978 Graduation paper iv Supervisor : Vo Thi Thanh Tam, M.A TABLES & FIGURES ACKNOWLEDGEMENT i STATEMENT OF AUTHORSHIP .ii ABSTRACT iii TABLES & FIGURES iv PART A: INTRODUCTION 1.Rationale 2.Aims and Objectives 3.Scope of the study .2 4.Method of the study 5.Organization of the study 6.Practical significance CHAPTER II: OVERVIEW OF THE MUSEUM OF CHAM SCULPTURE 17 2.1.2.1 Scientific research activities: 20 2.1.2.2 Activities of researching, collecting and documenting documents, objects and intangible cultural heritages: 22 2.1.4.2Number of employees at the museum .29 2.1.5 Functions and duties of each museum employees 29 2.2Overview of the museum’s business situation 34 2.3 General comments about service quality at the museum .35 CHAPTER III: ANALYZE THE SERVICE OF THE MUSEUM OF CHAM SCULPTURE 37 3.1 The business Museum of Cham Sculpture in recent year 37 3.2 The quality of technical facilities 38 3.3 The quality of service 39 3.4 General evaluation to strong points and weak points in service quality of The Museum of Cham sculpture 39 3.4.2 Weak points in service quality of The Museum of Cham sculpture 40 PART C: CONCLUSION AND SUGGESTIONS .41 1.1.1 The direction and business goals of the museum in the future 41 1.1.1.1 Museum's direction in the near future 41 The museum continues to affirm its position in the city market, as a museum will have a certain reputation for its customers 41 Student: Nguyen Phuong Thao Code: 2220323978 Graduation paper v Supervisor : Vo Thi Thanh Tam, M.A The museum constantly improves the quality of service to meet the needs of the target customers through the professional service skills of its staff .41 The museum must tap potential customers and attract more potential customers to the museum 41 The museum needs to diversify and develop its services to better serve the needs of its guests 41 And it is indispensable that the museum should strengthen effective marketing policies with travel companies and expand relationships with new partners .41 1.1.1.2 The goal of the museum in the future 41 1.1.2 Museum business environment .42 1.1.2.1 Macro environment 42 1.1.2.2 Micro factors 44 1.2Solutions 45 1.2.1 Complete mechanisms and policies for employees .45 2.1 Recommendations for museums 48 CONCLUSION 50 REFERENCE .51 Student: Nguyen Phuong Thao Code: 2220323978 Graduation paper vi Supervisor : Vo Thi Thanh Tam, M.A TABLE OF CONTENTS ACKNOWLEDGEMENT i STATEMENT OF AUTHORSHIP .ii ABSTRACT iii TABLES & FIGURES iv PART A: INTRODUCTION 1.Rationale 2.Aims and Objectives 3.Scope of the study .2 4.Method of the study 5.Organization of the study 6.Practical significance CHAPTER II: OVERVIEW OF THE MUSEUM OF CHAM SCULPTURE 17 2.1.2.1 Scientific research activities: 20 2.1.2.2 Activities of researching, collecting and documenting documents, objects and intangible cultural heritages: 22 2.1.4.2Number of employees at the museum .29 2.1.5 Functions and duties of each museum employees 29 2.2Overview of the museum’s business situation 34 2.3 General comments about service quality at the museum .35 CHAPTER III: ANALYZE THE SERVICE OF THE MUSEUM OF CHAM SCULPTURE 37 3.1 The business Museum of Cham Sculpture in recent year 37 3.2 The quality of technical facilities 38 3.3 The quality of service 39 3.4 General evaluation to strong points and weak points in service quality of The Museum of Cham sculpture 39 3.4.2 Weak points in service quality of The Museum of Cham sculpture 40 PART C: CONCLUSION AND SUGGESTIONS .41 Student: Nguyen Phuong Thao Code: 2220323978 Graduation paper vii Supervisor : Vo Thi Thanh Tam, M.A 1.1.1 The direction and business goals of the museum in the future 41 1.1.1.1 Museum's direction in the near future 41 The museum continues to affirm its position in the city market, as a museum will have a certain reputation for its customers 41 The museum constantly improves the quality of service to meet the needs of the target customers through the professional service skills of its staff .41 The museum must tap potential customers and attract more potential customers to the museum 41 The museum needs to diversify and develop its services to better serve the needs of its guests 41 And it is indispensable that the museum should strengthen effective marketing policies with travel companies and expand relationships with new partners .41 1.1.1.2 The goal of the museum in the future 41 1.1.2 Museum business environment .42 1.1.2.1 Macro environment 42 1.1.2.2 Micro factors 44 1.2Solutions 45 1.2.1 Complete mechanisms and policies for employees .45 2.1 Recommendations for museums 48 CONCLUSION 50 REFERENCE .51 Student: Nguyen Phuong Thao Code: 2220323978 Graduation paper 39 Supervisor : Vo Thi Thanh Tam, M.A 3.3 The quality of service Chart 3.2 Servey the service of The Museum of Cham Sculpture As such, the museum constantly works to improve the quality of its workforce, that is, improve the quality of service Of the 50 people surveyed, 19 customers (38%) felt very satisfied with the restaurant staff; 21 people (42%) were satisfied, and 10 people (20%) feel normal about the staff 3.4 General evaluation to strong points and weak points in service quality of The Museum of Cham sculpture 3.4.1 Strong points in service quality of The Museum of Cham sculpture Employees are regularly trained to improve their knowledge, so their professional qualifications and culture are quite high The majority of employees graduated from university or college The rest of the staff with only a common education are those who provide support to official or security services Most staff in the museum are fluent in at least two languages Staff Student: Nguyen Phuong Thao Code: 2220323978 Graduation paper 40 Supervisor : Vo Thi Thanh Tam, M.A are highly responsible, attentive, enthusiastic, punctual, and comply with the museum's regulations The museum has many sources of investment so the current technical facilities are still being repaired and replaced 3.4.2 Weak points in service quality of The Museum of Cham sculpture Due to the lack of staff during the peak season, the museum recruits additional seasonal staff, who have not undergone specialized training Some staff in the museum have poor language skills, they just stop at the usual greetings The communication staff is the bridge to communicate customers' ideas to the management However, in the process of providing services, the museum staff just stopped at meeting the requirements of the guests, still not interested in the feeling and customer satisfaction Therefore, the determination of customer needs is not accurate and incomplete At the Museum of Cham Sculpture, from the first function, it was not taken seriously The management board has taken measures for service quality planning, but all are general in nature and have not built a system of service quality targets, leading to poor quality of service management The museum does not know the service quality management will greatly affect the business activities of the museum The maintenance and repair work is not done regularly but when there are new problems, repair, maintenance, old furniture and appliances have not been completely replaced, the obsolete sound system has not yet been repaired be replaced Although the rooms of the museum are fully equipped, the malfunction of the museum makes it difficult for guests to use and makes it difficult for staff to provide services to guests Student: Nguyen Phuong Thao Code: 2220323978 Graduation paper 41 Supervisor : Vo Thi Thanh Tam, M.A PART C: CONCLUSION AND SUGGESTIONS 1.1The basis of the proposed solution 1.1.1 The direction and business goals of the museum in the future 1.1.1.1 Museum's direction in the near future The museum continues to affirm its position in the city market, as a museum will have a certain reputation for its customers The museum constantly improves the quality of service to meet the needs of the target customers through the professional service skills of its staff The museum must tap potential customers and attract more potential customers to the museum The museum needs to diversify and develop its services to better serve the needs of its guests And it is indispensable that the museum should strengthen effective marketing policies with travel companies and expand relationships with new partners 1.1.1.2 The goal of the museum in the future The important thing now is to create a business plan that not only serves as a financial tool for the museum, but also serves as an analytical tool to help the museum systematically set up effectively for the business to be competitive in the market •Short-term goals are often temporary and can change with the times - In the coming year, the museum needs to upgrade the restaurant's facilities to make the service process better - The museum has promotional policies in the absence of guests Student: Nguyen Phuong Thao Code: 2220323978 Graduation paper 42 Supervisor : Vo Thi Thanh Tam, M.A - Increase the ability to meet all customer needs within the framework of the law and the ability of the business - Continue to strengthen and maintain relationships with travel agencies •Long-term goals are usually those that address the vital issues of the business, so when making these goals, you need to consider carefully to not make mistakes in the implementation process - Diversify types of restaurants - Continue to attract domestic and international visitors 1.1.2 Museum business environment 1.1.2.1 Macro environment All forces outside the tourism business organization Although not directly and clearly related to the business, it has a very strong influence Including factors: economy, politics, culture - society, technology – technology • Natural environment Our country has hot and humid climate, tropical monsoon, abundant natural resources, diverse terrain, which is very convenient for investment, especially in the field of tourism In particular, Da Nang is a key economic region, an event center of the central region, located among famous tourism resources such as the ancient capital of Hue, Hoi An and My Son Besides, there are potential tourist areas such as: Ba Na, Son Tra Peninsula, Bai Rang, Luong streams major entertainment centers such as Asia Park, Helio Center The bridges symbolize Da Nang city such as: Han River Bridge, Dragon Bridge, Tran Thi Ly Bridge Meanwhile, Ngu Hanh Son is considered the symbol of the city with traditional stone handicraft village, attracts a large number of tourists every year Student: Nguyen Phuong Thao Code: 2220323978 Graduation paper 43 Supervisor : Vo Thi Thanh Tam, M.A • Legal and political environment Vietnam is a developing country with a modern industrialization and modernization, stable political situation and security Moreover, there is an open policy to attract foreign investment to create jobs for people and increase the state budget On the other hand, Vietnam has joined the WTO and exempted visas for citizens of countries in the region, creating favorable conditions for tourists One more thing, Vietnam's legal system has clear regulations and laws that serve as the basis for free but legal tourism business • Technology environment Science and technology today are developing very fast, timely application of its achievements to help business operations be more efficient, replacing human power with modern machinery and equipment, improving productivity, minimize costs For the tourism sector, mechanization is very limited because this is the industry that requires direct contact between service providers and customers However, it is very meaningful for the museum business to equip equipment to support the production and consumption processes, helping the service process be faster, saving time and money •Cultural environment Each region has its own unique tradition and culture, so does our country, there are 54 ethnic groups, each nation has its own language, these unique cultural characteristics are curious factors for travelers But all have one thing in common is that the Vietnamese people are all friendly and hospitable Meanwhile, the central region has many cultural and culinary characteristics Especially, the ancient Champa culture stimulates the curiosity and discovery of tourists everywhere, especially international visitors This is Student: Nguyen Phuong Thao Code: 2220323978 Graduation paper 44 Supervisor : Vo Thi Thanh Tam, M.A one of the important factors contributing to the development of local food and beverage services 1.1.2.2 Micro factors •Supplier The suppliers have a great influence on the business of the museum They provide the input materials to ensure the smooth operation of the museum's business Therefore, the museum always establishes a long-term relationship with suppliers The facilities and equipment of the modern museum make it convenient for staff and customers to help the service process take place quickly •Competitors In business activities, there is competition to develop Increasing competition in the service market requires businesses to make a difference to products and services to attract Current competitors are museums based in Danang City, with the same target market as the museum •Marketing intermediaries There is a need for the coordination of intermediaries, this intermediary always plays a very important role Because of the opposing nature of supply and demand, supply is concentrated and demand is scattered, so the more product is distributed, the wider the distribution channel needs to be established •Customer Visitors of the museum are not only domestic and international visitors but also local customers The museum determines the importance of the Student: Nguyen Phuong Thao Code: 2220323978 Graduation paper 45 Supervisor : Vo Thi Thanh Tam, M.A customers equally because they are not only museum customers but also intermediaries, effective advertising channels for the museum 1.2Solutions 1.2.1 Complete mechanisms and policies for employees Motivating policies for employees Motivating employees is the formulation and implementation of measures to encourage employees both physically and mentally such as back policies, bonuses, allowances, discipline, working conditions, promotion opportunities For example: raising wages or rewarding people who work well and have many creative achievements at work On the occasion of Tet holiday, it is better to reward employees with better names By motivating employees to work hard, employees will make customers happy, so the quality of service will be improved accordingly Policies to take care of life for employees: The life of employees must be concerned by the authorities and trade unions through the timely implementation of regimes and policies for employees under the Collective Labor Agreement to handle cases of illness , maternity pain and social insurance, accident insurance for employees In addition, the management board should organize staff to visit on vacation at home and abroad, organize activities for International Women’s day, International Children’s day, International Worker’s day for employees The museum needs to have policies to sponsor and create favorable conditions for employees in difficult circumstances to keep stability and create peace of mind when associating staff with businesses Student: Nguyen Phuong Thao Code: 2220323978 Graduation paper 46 Supervisor : Vo Thi Thanh Tam, M.A Policies to improve the qualifications of the workforce Training and development is an indispensable need for any business Along with the development of science and technology and the increasing demand of the whole society in the face of the current gay situation, the demand for training and port development is increasing rapidly Currently, the quality of human resources and the quality of products and services have become the factors that bring business efficiency to businesses To ensure the quality of products, services and the efficiency of human examinations is a decisive factor Therefore, training the staff in an enterprise is an urgent requirement In the current situation of the museum, some staff still not have strong professional knowledge, so they continue to foster and improve the staff of the museum The staff is very interested in the museum, especially the key staff in the Board of Directors, the Chiefs and Deputy Directors, Departments and Heads of the Department in order to adapt to the Socialist-oriented market mechanism Means The majority of key cadres are at university or postgraduate level through various forms of professional training or in-service This has shown the great efforts of the staff in training and improving professional qualifications to promptly meet business needs in the new situation Continuing to create conditions for staff to study to improve their foreign language skills, the museum is a business unit with a lot of tourists so fluent in a foreign language is essential Provide guidance and training for new employees, such as introduction to new museum staff Should create opportunities for employees and learning to to improve their professional qualifications and skills Organize exams to improve skills, Student: Nguyen Phuong Thao Code: 2220323978 Graduation paper 47 Supervisor : Vo Thi Thanh Tam, M.A increase the working level for employees Continuing for employees to come to your countries to improve their professional knowledge 1.2.2 Complete technical facilities In order for the quality of facilities and equipment to be in good working order, all parts of the museum must be well organized for maintenance, repair, replacement and upgrade The museum must perform monthly maintenance according to a plan that has been built in advance based on the preliminary assessment survey on the status of technical infrastructure At the same time, unexpected maintenance at the time of the incident Technical staff must regularly check technical equipment for damage When damage is detected, repairs must be done in time so as not to affect the quality of service, such as broken air conditioners must be repaired immediately If the technical infrastructure is damaged but cannot be repaired, they need to be replaced such as broken tables and chairs, technical equipment systems are too old or expired so they need to be replaced to ensure safety for people use 1.2.3 Complete and set service standard The museum has facilities to meet the diverse needs of guests according to standards in line with international standards The museum should provide solutions to improve standards for service personnel such as professional standards must be trained and arranged in accordance with professional skills, should not be assigned unethical work of staff Health standards must have a green card Clothes are worn according to the rules of each title Student: Nguyen Phuong Thao Code: 2220323978 Graduation paper 48 Supervisor : Vo Thi Thanh Tam, M.A Implement measures to ensure sanitary requirements such as sanitary equipment, sanitary areas The museum continues to maintain and improve its service phase to best serve its customers, organizing more diverse offline activities 1.2.4 Construction of a system for checking and supervising service quality The museum needs to build a system to check and monitor the quality of service in the museum The museum should check the quality of the staff When hiring, managers need to give recruitment tests To transfer candidates to ensure health, foreign language proficiency, professional qualifications suitable for the job application or not Management Boards regularly check and supervise the service process of employees, considering the attitude of employees During the service preparation phase, supervisors must check whether all employees' job performance is completed Management board should check the technical infrastructure quality system such as damage level, safety level 2.1 Recommendations for museums During my internship, I found that as a service worker, there are some who not really have an open mind and often have a partial dependency, this needs to be discovered and dealt with in time time The museum proposes measures to save all aspects but ensure economic efficiency, maintain a stable income for employees The Board of Directors regularly reminds staff about improving the service attitude and service quality: "please come, please come" Student: Nguyen Phuong Thao Code: 2220323978 Graduation paper 49 Supervisor : Vo Thi Thanh Tam, M.A The museum needs to upgrade parking spaces and drainage to make the landscape more beautiful, invest more in advertising and bring the museum's website to customers Student: Nguyen Phuong Thao Code: 2220323978 Graduation paper 50 Supervisor : Vo Thi Thanh Tam, M.A CONCLUSION When the museum wants to improve the quality of its service, it is imperative that they analyze and evaluate the museum's overall work of improving the service quality including the objective and subjective factors that affect it, to find the pros and cons of the museum From there, we propose solutions to improve the service quality to attract more visitors, bring more profits to the museum and increase the competitiveness in the market The situation of the service quality of the museum in last year was quite good, this is due to many subjective and objective reasons, but the efforts of all employees are still worth mentioning Although I have tried my best but because the time to learn in the museum and knowledge is limited Certainly, assessments and analyzes cannot avoid shortcomings We look forward to the guidance of teachers, brothers and sisters in the museum to specialize to improve more I believe that in the future, the museum will further promote the inherent strengths and overcome the existing aspects in order to improve the quality of service to bring the museum more and more into the world today Student: Nguyen Phuong Thao Code: 2220323978 Graduation paper 51 Supervisor : Vo Thi Thanh Tam, M.A REFERENCE [1] According to TCVN 4391: 2009 Museums - Ranking of the National Standard published by the Minister of Science and Technology in Decision No 736/2009 / QD-BKHCN on May 4, 2009 for grading evaluation ranking tourist accommodation establishments [2] According to ISO 8402 (TCVN 5814-94) [3] Museum Management lesson plan Retrieve https://123doc.org/ [4] Information from the Ministry of Culture, Sports and Tourism [5] Prof.Dr Nguyen Van Dinh and MSc Hoang Thi Lan Huong, Technology Curriculum Serving in Museum and Restaurant [6] Regulation on management of tourist accommodation establishments was issued on June 26, 1994 by the General Department of Tourism Student: Nguyen Phuong Thao Code: 2220323978 Graduation paper 52 Supervisor : Vo Thi Thanh Tam, M.A SUPERVISOR’S COMMENTS ………………………………………………………………………………… ………………………………………………………………………………… 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"An Investigation and some Solutions to enhancing the Serving quality of staff in The Museum of Cham Sculpture" is the content I chose to study and my final thesis after four years of studying... products and services to customers Maintaining and improving the quality of services is to maintain and improve the reputation of businesses in the market So to attract and attract tourists, there... project "An Investigation and some Solutions to enhancing the Serving quality of staff in The Museum of Cham Sculpture" is implemented from March 2020 to April 2020 The research content of the topic