3.2. Assessment of customer satisfaction about the service quality of the receptionists at the Hoa Sen Hotel
3.2.1. Questionnaires gathered from customers
To evaluate the quality of the Reception Department of the Hoa Sen Hotel, a survey of customers was conducted. The sample of the questionnaire was selected from tourists. Accordingly, the survey subjects were randomly selected from tourists, distributed evenly (100 votes / 1 month but of which only 90 votes are valid), from February 1 to February 30, 2020.
NORM The number of
people
Percent (%)
Sex Male 51 56,67%
Female 39 43,33%
Age 18-35 37 41,11%
35-50 11 12,22%
Over 50 42 46,67%
Nationality Vietnamese 7 7,78%
Korea 22 24,44%
Chinese 35 38,89%
USA 16 17,78%
Others 10 11,11%
The staying time The first time 5 5,56%
The second times 52 57,78%
Over second
times
33 36,67%
Stayed with Alone 20 22,22%
A group 70 77,78%
Information about the hotel
Internet 44 48,89%
Friends 39 43,33%
Others 7 7,78%
Time of stay 1 night 19 21,11%
2 nights 31 34,44%
Over 2 nights 40 44,44%
Levels of
Satisfaction with the service quality
Very good 34 37,78%
Good 48 53,33%
Quite good 7 7,77%
Bad 1 1,11%
Table 2: The guest information provided through the questionnaire According to the survey, people over 50 years old accounted for the highest proportion (46.67%). Next, those aged from 18 to 35, account for 41.11%. The rest are from 35 to 50 years old, accounting for 12.22%. This shows that Hoa Sen hotel is a prestigious brand for customers over 50 years old. The hotel is equipped with a lot of very comfortable facilities, suitable for relaxing. The age group from 35 to 50 years old accounts for the least percentage, because tourists in this group are the breadwinner of the family and they do not have much time to travel or relax.
Currently, Hoian is one of the cities with the fastest-growing tourism industry. The number of international visitors comes here mainly from foreigners; the most is Chinese accounting for 38.89%, along with that is South Korea, accounting for 24.44% followed by the America and other countries accounting for 17.78% and 11.11%. HoiAn ancient town is famous for many beautiful landscapes. Besides, the cuisine in HoiAn is very delicious with many special dishes that attract a lot of tourists. Therefore, HoiAn is the ideal place for visitors. Finally, the lowest ranking is Vietnamese, which
accounts for (7.78%). Here the main guests are on business trip visitors, groups of friends or family on their short holidays.
Regarding to the hotel stay, 55.43% of the respondents were there on the second time, 36.67% more than twice and 5.56% of guests for the first time. Hoa Sen Hotel is equipped with a lot of modern technical equipment, attractive entertainment services to meet the customers’ needs. In addition, all staff of the reception department of the Hoa Sen hotel is professionally trained, highly specialized, brings a lot of impressions to the customers.
Therefore, the guests will come back and they are also one of the stable customers of the hotel.
Guests coming to the hotel mostly are a group of friends or family who are on vacation together. This figure is quite high, accounting for 77.78%. The rest are solo travelers, (22.22%).
According to hotel information sources, 48.89% of people know the hotel through the Internet. With the era of technology development 4.0, finding information about the Hoa Sen hotel is extremely easy. Besides, the images of the hotel are advertised on the major websites such as Travel local, Booking.com ... to make it easier for tourists to find out. Currently, 43.33% of guests know the hotel from friends and the rest is 7.78% from other channels.
Hoa Sen Hotel has a stable number of patrons, who are satisfied with this place and recommend it to their friends.
According to statistics, 44.44% of the guests stay more than two nights at the hotel, because most of the tourists spend a lot of time there on their vacation. The next 34.44% were the guests who stayed for two nights. The remaining 21.11% are overnight guests, who are mainly solo travelers or short business trip ones.
Hoa Sen Hotel is very large and prestigious, so most of the hotels received good and very good feedbacks, accounting for 53.33% and 37.78%.
However, there are still some negative feedbacks. The number of guests complains is small, accounting for 7.77%. Besides, the hotel has some errors due to negligence that makes guests unhappy, (1.11%).
3.2.2. Analysis and evaluation customer satisfaction
Satisfaction level of Receptionist:
Very good Good Quite Good
Bad
a. Appearance 34,27% 59,61% 4,35% 1,77%
b. Service style of staff 35,60% 61,09% 2,15% 1,16%
c. Level of foreign languages 43,38% 53,25% 2,28% 1,09%
d. Professional level of specialization
44,28% 53,21% 1,46% 1,05%
Table 3: Customer reviews of reception satisfaction
Because welcome guests, check-in and check-out is very important, friendly, honest and professional are a must for the receptionists. Through the survey there were a number of opinions:
The first factor is the customer's impression toward the staff, with 59.61% of good rates customers. The receptionists at Hoa Sen hotel are mostly young, an average are 21 to 26 years old. The supervisory and managerial positions contain people who are experienced and not over 40 years old. All employees of the department are carefully selected with beautiful and friendly appearance, flexibility to handle a lot of difficult problems. However, 4.35% of customers rate it badly. The employees sometimes work with a tiring mood and they do not focus on their work, making customers unhappy.
Next, the receptionist's uniform is traditional pink Ao dai, with neat hair before they change their shifts. Especially, foreign tourists love traditional Ao Dai, so they leave a good impression. (61.09%)
Most of hotel staff are always well-trained and always smile when interacting with the tourists. In the working time, employees must always stand upright and speak quietly, not joking at work. However, some employees were not rated well by customers, (1.16%). In the night shift, when there are no guests, there are still the phenomena of individual staff talking, causing the loss of the hotel's professional image.
English is often used in the hotel. The receptionists are very confident when communicating with guests. However, there are some cases when customers complained due to the language barrier, (2.28%). Therefore, hotels need more intensive language training and supporting classes to improve their staff's language ability.
All staff at the reception department of the Hoa Sen hotel are at intermediate or higher degrees, their majors are hotel management, some of whom specialize in foreign languages. Before working full time, employees are entitled to direct training from 2 to 3 months depending on their qualifications and abilities. All staff know all the hotel services from price to hotel operating time and the location of these services in the hotel. Staff are always ready to support customers in the most effective and optimal way. In addition, employees must know the addresses of some city's famous tourist attractions, luxury restaurants, souvenir shops, museums and historic sites to guide guests whenever they need.
Satisfaction level of facilities: Very good Good Quite Good
Bad
a. Kind of rooms 35,96% 60,81% 2,15% 1,08%
b. Price 37,13% 58,61% 3,24% 1,02%
c. Services in the hotel 40,36% 56,4% 2,15% 1,09%
Table 4: Customer reviews of facilities satisfaction
Hoa Sen Hotel is an international 3-star hotel. The hotel operates in many services such as accommodations, restaurants… Customers can be met all needs without going out and this convenience is highly appreciated by customers, (60.81%).
Hoa Sen hotels prices achieved quite good reviews from customers (58.61%). Room rates range from 500 000 VND to 1 500 000 VND, depending on the room types that customers choose to suit their individual use. The room prices may vary depending on the time in a year. Prices in peak season will be higher than those in low season, weekends will be higher than weekdays, holidays will be higher than weekdays, or long-term guests will also have lower room rates than the short-stay ones. Besides, depending on the time of the year, the hotel will charge the room price to suit the needs of the guests.
Moreover, infrastructure is the factor that attracts customers, affects the hotel’s business activities and its ability to improve labor productivity. Rooms at Hoa Sen Hotel with HoiAn ancient town views are harmoniously decorated to suit the need of both international and domestic guests. All bring customers the comfort and relaxation and make customers feel very satisfied (56.4%).
Each room is equipped with flat-screen cable TV, welcome area and minibar.
In addition, hotel rooms also have a private bathroom with shower, hairdryer and toiletries, free water, tea/coffee and newspaper. However, the furniture in the rooms has been used for a long time; so it is relatively old. There were some things in rooms that are broken, so some customers have complained (1.09%).
Satisfaction level of check-in and check-out procedures:
Very good Good Quite Good
Bad
a. Always consider with guests 55,43% 41,35% 2,19% 1,03%
b. Handle customer complaints 43,48% 54,34% 1,09% 1,09%
c. Check the correct bill 35,80% 58,7% 3,26% 2,24%
Table 5: Customer reviews of check-in and check-out procedures satisfaction
The job of the receptionist is to delight customers with professional experiences and high skills. Hoa Sen hotel staff are well rated by customers (55.43%) because they are always considerate to guests; they know what they need to do to meet all requirements of customers. However, there are some employees who are not focused at work, which makes customers underestimate (1.03%).
According to the evaluation, 54.34% of customers have good opinions about how the Hoa Sen hotel handles customers’ issues. However, there are still 1.09% of customers who have bad reviews about this. The reason is that some employees are quite young, so they do not have enough experience in handling customer's requests and complaints, leading to the customer's dissatisfaction. In addition, some longtime employees in the profession are too rigid, leading to customers’ unhappy feeling.
When performing check-in and check-out procedures, hotel staff are highly appreciated for their accuracy and agility (58.7% of customers are satisfied). There are almost no serious bugs. However, based on the above survey results, 3.26% of customers rated “not good” because employees made customers wait too long while checking in or checking out. It is important to understand that waiting is always frustrating and uncomfortable. Vietnamese customers do not have to do any procedures because the staff keeps their ID cards when they check out returned. However, for foreigners, staff have to borrow a passport to enter guests’ information. The information in the passport is sometimes very dim, difficult to read, that is why this is very time-
consuming. Staff must be more active and flexible to handle tasks better.