INTRODUCTION
Rationale
Tourism has become a vital economic sector globally, including in Vietnam, evolving significantly over time Each developmental phase brings unique characteristics to the concept of tourism, continuously enhancing its depth and complexity.
Vietnam's tourism industry has significantly boosted the hotel sector in recent years, establishing it as a dominant and thriving force despite its later emergence compared to other economic sectors With its rich and diverse natural resources, Vietnam attracts a growing number of domestic and international visitors, as well as service industry investors As the demand for relaxation continues to rise, the increasing number of hotels necessitates effective strategies to attract guests and strengthen their competitive position in the market.
The hotel industry focuses on providing accommodation, relaxation, and guest reception, but there is no universal standard for measuring hospitality quality Instead, the perceived value of a hotel is relative, influenced by the quality of its facilities and services High-quality technical amenities and luxurious furnishings contribute to a hotel's ranking, while exceptional service is essential Front desk receptionists play a crucial role in this service dynamic, acting as "artists" who welcome guests and connect them with other departments, ensuring that each customer's unique needs are met.
Lavender Home Hotel, a 3-star property known for its elegant design, cozy atmosphere, and highly praised professional service, particularly from the receptionist team, aims to enhance its service quality despite some existing shortcomings Acknowledging the significance of these improvements and leveraging the knowledge gained from four years at Duy Tan University, I have chosen to focus my final thesis on "A Case Study of the Real Situation and Solutions to Improve Front Desk Quality at Lavender Hotel."
Aims And Objectives
This article explores the responsibilities of the reception department at Lavender Hotel, while also analyzing the current situation and service quality It aims to identify areas for improvement and propose solutions to enhance the overall guest experience at the hotel.
- Analysis of the rationale of service quality
- Evaluate the business situation and point out the strengths and weaknesses in the service process of the reception department in Lavender hotel.
- Proposing some solutions and recommendations to improve the service quality of the Reception department at Lavender hotel.
Scope Of The Study
- Audience research, I focus on the situation and solutions to improve the service quality of the front desk receptionist at the hotel Lavender.
- Research scope of front desk department at Lavender hotel.
- Time study scope is information and data collected during the period from 2017 to 2019.
Methodology Of The Study
This study employs a research method that integrates classroom knowledge, reference curriculum, and practical experience acquired in the hotel industry The approach utilized in this research encompasses a blend of these elements to enhance the findings.
To enhance the service process of the reception department at Lavender Hotel, it is essential to gather relevant documents from both staff and management This information will serve as a foundation for understanding the current operational practices A thorough analysis of the existing service procedures will provide insights into areas for improvement, ensuring a more efficient and guest-friendly experience.
Second, based on the method of investigation, research, practical analysis with theory to evaluate analysis, compare and then draw conclusions as the basis for proposed solutions.
Organization Of The Study
The main content of the thesis is divided into 3 specific chapters as follows:
Chapter I: Introduction of the graduation thesis includes: Theoretical Foundations, Purpose and Objectives, Scope of Research, Research Methods, and Research Organization.
Chapter III: General information about the Lavender Hotel
Chapter IV: Analysis and assessment of service quality of Reception department at Lavender Hotel, Lavender Hotel's strong point of love.
Chapter V: Difficulties and Solutions to improve the quality of the Lavender hotel reception department
Chapter VI: Give a conclusion and suggestion for LavenderHotel
BACKGROUND
Hotel and Hotel business
The hotel industry is a profitable venture that caters to the essential accommodation and dining needs of travelers, as the demand for travel becomes increasingly vital To effectively serve tourists, hotels are diversifying their services, which is crucial for business success The concept of hotel business encompasses not only lodging and food services but also a range of ancillary offerings, including entertainment, sports, healthcare, beauty care, and laundry services In essence, the hotel business can be defined as the provision of accommodation, food and beverage services, and additional amenities to fulfill guests' needs for comfort and recreation at lucrative tourist destinations, as noted by Dr Nguyen Van Manh and MA Hoang Thi Lan Huong.
(https://xemtailieu.com/tai-lieu/co-so-ly-luan-ve-kinh-doanh-khach-san-va- 91589.html)
Understanding the key characteristics of the hotel business is crucial for making informed investment decisions and addressing challenges related to location, size, and business model The primary features of this industry significantly influence operational success and profitability.
The success of hotel businesses is closely tied to the characteristics of local tourism resources, which serve as key attractions for potential guests Without these resources, the viability of hotel operations diminishes significantly The abundance of tourism resources influences the scale of hotel development in a given area, while the appeal and quality of these resources determine the hotel's ranking Consequently, investors in the hotel industry must thoroughly analyze tourism resource parameters and identify their target customer demographics to ensure a successful venture.
The hotel industry demands significant investment due to its high-quality standards, which escalate with the hotel's ranking This quality is primarily evident in the care facilities and luxury equipment within the hotel, as well as the level of service provided As a hotel's ranking increases, so does the complexity and richness of its service offerings.
The hotel industry relies heavily on direct labor due to its service-oriented nature, requiring a significant number of specialized employees to ensure quality guest experiences As the service duration is closely tied to guest consumption time, hotels must maintain a large workforce, leading to high labor costs Consequently, hotel managers continually seek strategies to minimize these expenses while preserving the quality of their services and products.
The hotel industry operates under various regulations, including natural laws, societal norms, and psychological principles, which can have both positive and negative impacts To maximize opportunities and mitigate challenges, it is essential for hospitality businesses to thoroughly analyze these laws and their effects By understanding these regulations, hotels can implement strategic measures to enhance operational efficiency and overall success.
Quality Of Services Hotel Business
2.2.1 The concept of service quality.
Service quality is crucial for the survival and growth of commercial banks, encompassing various definitions based on service types Ultimately, service quality is defined by customer perception, which varies according to individual needs Philip B Crosby states, "Quality is conformance to requirements," while TCVN and ISO 9000 define service quality as the extent to which a service meets the buyer's predetermined requirements, emphasizing the need for suppliers to regularly assess these quality standards.
Service quality is an elusive concept that can be challenging to define due to the unique characteristics of each service It is shaped by the interactions that occur during service delivery, particularly during communication and direct customer engagement, and is assessed by comparing the actual service experience with customer expectations.
- Good service quality: when the service is above customer expectations.
- Satisfying service quality: When the service feels in line with the level of customer expectations.
- Poor service quality: When the service feels below customer expectations.
According to Maslow's hierarchy of needs, basic needs must be fulfilled before individuals can focus on higher-level desires In the hotel industry, this principle emphasizes that service quality must align with the hotel's classification, ensuring that foundational needs are adequately met to satisfy guests' increasing expectations.
According to the training document on SERVQUAL assessment of Standards - Metrology – Quality Branch SERVQUAL offers 10 general evaluation criteria for all service industries:
Reliability: The ability to meet the deadline and the expected quality at the first time using the service.
Responsiveness: The willingness and willingness of service staff to provide services to customers.
Competence: The ability to specialize in a certain profession to perform a service.
Access: The level of customers' easy access to the service: fast time, suitable location, convenient service time for customers.
Courtesy: Friendly service attitude brings a sense of respect to customers.
Communication: The level of ease of understanding in communicating service information to customers, at the same time talking about the customer's ability to listen, understand and answer questions.
Credibility: The level of customer trust in the company's brand, in the company's customer service in the past.
Security: The level of ensuring safety for customers in terms of finance, information, and physical assets before, during and after using the service.
Understanding customer: The ability to continuously learn, understand and respond to the changing needs of customers, making them feel the company's interest for them.
Tangible elements : The elements that customers are easy to see when contacting the service such as staff uniform, decoration, color,
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2.2.3 The main contents of improving service quality.
Principles of improving the quality of tourism services:
- The service in the hotel to be placed on top All employees and managers consider the customer as "God".
- Attaches great importance to the quality of the workforce, creating opportunities for all employees to promote creativity, quality of work and better help hotels develop more comprehensively.
- Enhance the quality of service means solving synchronization items, stages, anywhere, any time of the formation of quality.
- Examine closely all stages in order to prevent errors and to find remedies in order to continuously improve service quality.
Content to improve tourism service quality:
- Everyone in the business must commit to working together to enhance the quality of service.
- Introduce policies to mobilize employees to actively participate in improving the service quality.
- Identify quality components, measure quality costs to balance quality and efficiency.
- Grasp the current state of service quality.
- Divide good human resources into many different positions.
Effective service quality assessment criteria serve as a foundation for developing processes and managing service quality However, businesses must consider their unique conditions and characteristics to accurately identify target customers and select the appropriate quality standards This approach allows enterprises to systematically identify and minimize errors, ensuring optimal service delivery.
2.2.4 The meaning of service quality improvement.
Enhancing service quality in hotels directly boosts profitability by fostering customer loyalty and attracting new clientele In the competitive and lucrative tourism market, elevating service standards not only increases market prices but also helps maintain a strong reputation and solidify market presence By leveraging these factors, hotels can effectively improve their offerings while ensuring customer satisfaction.
- It reduces the cost of marketing and advertising.
- Increase market share and growth rate.
Improving the quality of service brings many benefits to the hotel business under these conditions in Vietnam, it is also a must for the hotel to survive and thrive.
Front Office Department
2.3.1 Introduction to the Front Desk Department
When guests arrive at the hotel, the reception is the first to communicate directly with the guests All customers' requests are satisfied and satisfied through this department.
Front Desk department is the first department to introduce, sell and provide services available in the hotel that customers can use.
During their stay, customers often have questions that need addressing The front desk department efficiently resolves these inquiries, ensuring that guests receive prompt and satisfactory assistance, even when they are not physically present at the hotel.
2.3.2 The mission and the role of the Front Desk Department
The duties of the Front Desk department:
Upon arrival at the hotel, guests are warmly welcomed by the front desk team, who efficiently handle the check-in process Our dedicated staff is committed to providing exceptional room services and ensuring that accommodations are perfectly arranged for a comfortable stay Experience top-notch hospitality as we cater to all your needs during your visit.
During the guest's stay, the ceremony department will collaborate with other departments to meet guests' needs effectively Meanwhile, the front desk will handle customer inquiries and complaints, ensuring that essential information is communicated to the relevant departments to enhance service quality.
The Front Desk department plays a crucial role in managing guest expenses and facilitating payment procedures, ensuring a smooth check-out process After guests depart, this department is responsible for maintaining guest door records and compiling essential data on room reservations, occupancy rates, and overall hotel revenue.
Finally, the Front Desk department ensures to preserve the property of the hotel, and unite to help each other, constantly improve the expertise and improve working methods.
The role of the Front Desk department:
The Front Desk department is crucial in the hotel industry, as it coordinates with various departments to fulfill guest needs while aligning with the hotel's business objectives.
Second, the location for the hotel, is the salesman, providing all information and services of the hotel to customers.
Third, grasp the tastes of guests, create a good initial feeling and leave an impression on the guests
"The art of persuading customers involves creating positive feelings and impressions that instill a sense of security and trust in the hotel's ability to deliver exceptional service, ultimately encouraging them to make a purchase."
2.3.3 The factors affecting the service quality of the Front Desk department in the hotel.
As tourism demand continues to rise, the quality of service is evolving to meet both consumer expectations and human needs To enhance service quality within the Front Desk department, it is essential to examine the various factors that influence this aspect of hospitality.
The quality of hotel facilities significantly impacts overall service quality, as modern, comfortable, and hygienic amenities enhance customer satisfaction Guests are more likely to feel at ease and valued in environments that prioritize safety and aesthetic appeal Furthermore, well-maintained facilities enable service staff to perform more professionally, further improving the guest experience Customers often seek out hotels with superior facilities to reflect their status, while outdated or inadequate amenities can lead to dissatisfaction and a perception of poor service quality Thus, the evaluation of a hotel's service quality is closely tied to the perceived standard of its facilities.
The quality of the workforce is crucial in the hotel service industry, as the human element significantly influences customer perceptions during their experience Consequently, investing in personnel development is essential for enhancing service quality and ultimately elevating the overall standards of hotel services.
Technical knowledge and skills required:
- Having passed training courses on receptionist profession, if you have working experience and expertise, it will be better.
- Good communication skills with customers, in addition to having basic sales skills
- Understand the general regulations in the hotel and restaurant industry and the rules and regulations of the hotel they want to work with.
- Understand all activities of the hotel to be able to introduce to customers and manage accordingly, consult customers quickly and accurately when required.
- Knowledge related to marketing, accounting, payment
Requirements for foreign languages and office information technology:
English proficiency is essential for hotel receptionists, and knowledge of additional languages can be advantageous Without foreign language skills, it is advisable to seek positions in smaller hotels that primarily cater to domestic guests.
- For 1-2 star hotels: Knowing at least one foreign language, English at
- For 3-star hotels: Being fluent in at least one foreign language.
- For 4-star hotels: Knowing two languages, one foreign language is fluent (English), another foreign language with C or higher (communicable).
- For 5-star hotels: Being fluent in two languages.
Requirements for the hotel receptionist about the attitude: If you want to do a good job as a receptionist, you must have the working style such as:
- Agility, honesty, calmly handling situations
Communicate politely, honestly, openly and be able to create sympathy for the other person easily
- There is meticulousness, precision and ability to work in high processes
- Highly helpful, know how to serve customers as much as possible
- Know how to communicate to convince customers
- Can work well with teamwork, likes to help others at work and communicate well with other departments in the hotel.
Proficiency in essential office software such as Word and Excel is crucial for receptionists Additionally, skills in management software and the ability to perform quick internet searches to assist customers are vital for effective performance in this role.
- In good health good-looking, well-proportioned appearance.
- Dress neat and kind, always with a smile on her lips no matter what.
- When working, you must not be lazy but active and cheerful
CASE DESCRIPTION
An Overview of Lavender Hotel
Lavender Home Hotel is ideally situated in the heart of Da Nang City, just 1km from the International Airport and 2km from the Railway Station The hotel faces the renowned Green Island and is in close proximity to Asia Park, offering a vibrant array of entertainment options Guests will also find essential services nearby, including banks, hospitals, supermarkets, and restaurants, ensuring a convenient stay.
Just a 7-minute taxi ride will take you to Con Market, Han Market, and the iconic bridges of Da Nang, including Han River Bridge, Dragon Bridge, and Thuan Phuoc Bridge, making it incredibly convenient to explore other renowned attractions in the city.
Lavender Home Hotel is a 3-star establishment that adheres to international standards, featuring a modern architectural design across 15 floors and 57 well-appointed bedrooms The hotel showcases natural wood furnishings and contemporary decor, ensuring a blend of comfort, elegance, and luxury for its guests Visitors can take advantage of complimentary Wi-Fi throughout the property, 24-hour room service, security, and daily housekeeping, along with a gift shop Additionally, Lavender Riverside Hotel provides a range of recreational facilities, including a fitness center, and is committed to delivering impeccable service and essential amenities for all travelers.
3.1.2.1 Human Resource and Organization of Lavender Hotel
Diagram 1: Organizational structure in Lavender Hotel
3.1.2.2 Functions and tasks of Front Desk Department
At Lavender Home Hotel, the Director oversees all operations, ensuring effective management and control Assisting the Director is the Vice-Director, who plays a crucial role in supporting hotel operations and executing tasks as assigned Together, they maintain seamless functionality within the hotel, with the Vice-Director stepping in to manage responsibilities in the Director's absence.
In the absence of the Vice-Director, the hotel's organizational structure is led by the Director, supported by key department managers, including the Front Office Manager, F&B Manager, Housekeeping Manager, and Human Resources Manager, along with their respective teams Each department operates with its own management and staff, fostering an interactive and supportive relationship that enhances overall operational efficiency.
Lavender Home Hotel is a modern 3-star establishment featuring 15 floors and 57 elegantly designed rooms Each room is furnished with natural wood and equipped with contemporary amenities, ensuring a high level of service for guests Decorated in soothing earth tones, the rooms include balconies, flat-screen TVs, minibars, and wardrobes, while private bathrooms offer showers, free toiletries, and hairdryers The hotel's harmonious layout enhances comfort and sophistication, allowing natural light and breezes from the nearby Han River to flow through With a diverse range of accommodations from budget to luxury, Lavender Home Hotel caters to all types of travelers.
Kind of room Price Room description Facilities
1 large double bed or 2 single beds, minibar, air conditioning, Led TV, wifi, wardrobe, electric kettle, hair dryer, cable
TV, phone, safe, reception area, fridge.
1 single bed, 2 single beds or 1 large double bed, minibar, dining area and tumble dryer, air conditioning, Led TV, wifi, wardrobe, electric kettle, hair dryer, cable
TV, phone, safe,reception area, fridge.
This spacious accommodation features a large double bed, a cozy seating area, and essential amenities such as air conditioning, Wi-Fi, and a minibar Guests can enjoy in-room conveniences including a tea/coffee maker, electric kettle, and hair dryer, along with entertainment options like a LED TV and cable TV Additional facilities include a fridge, tumble dryer, safe, phone, and a welcoming reception area with a dining space for added comfort.
Bedroom 1: 2 single beds, bedroom 2: 1 large double bed, balcony, minibar, , air conditioning, Led TV, wifi, wardrobe, electric kettle, hair dryer, cable
TV, phone, safe, sofa, reception area, dining area,fridge.
Table 3.1.3.1 Lavender hotel room rates
The hotel's Cafe-Bar restaurant, situated on the 3rd floor, offers a luxurious and cozy atmosphere for up to 100 guests Guests can indulge in a delightful daily breakfast buffet featuring traditional Vietnamese cuisine, along with a diverse selection of Asian and European dishes for lunch and dinner, all served by a professional and attentive staff dedicated to ensuring a satisfying dining experience.
Located on the 14th floor of the hotel, the Sky Bar offers stunning panoramic views of the city, making it the perfect spot to unwind Guests can experience the breathtaking beauty of the sunrise in the morning and enjoy the romantic sunset over the Han River in the evening.
The hotel features a state-of-the-art conference room on the 4th floor, designed with modern and luxurious amenities The I Conference Room can accommodate up to 70 guests, while the Lavender II Conference Room is perfect for smaller gatherings, hosting up to 30 guests These versatile spaces are ideal for company meetings, seminars, and customer conferences.
Gym center: ( Intended for: FO management and customer support)
The hotel's rooftop fitness center is accessible 24/7 and features state-of-the-art equipment, making it the perfect space for guests to enhance their health and fitness.
The Real Situation Of Front Office Department At Lavender Hotel
The Front Office Department at Lavender Hotel is crucial to the hotel's success and development, serving as its welcoming face and final point of contact for guests This department is responsible for essential tasks such as managing check-in and check-out procedures, addressing guest inquiries and complaints, and processing payments, ensuring a seamless and satisfying experience for all visitors.
Diagram 3.2.2: Organizational structure of FO Department in
Working time: Working hours include 3 shifts
- The first shift is the morning shift from 6 am to 2 pm;
- The second shift is the afternoon shift from 2:00 pm to 10:00 pm;
- The last shift is the evening shift from 10 p.m to 6 a.m.
The Director is coordinate and plans activities for the receptionist department under the direction of the general manager. Responsible for all activities of the hotel.
FO Managers play a crucial role in ensuring the responsible and effective execution of all duties assigned by the director They oversee and direct the entire reception department's operations while coordinating with other departments to address any emerging issues.
Reservation Department is to receive and reply to mail & phone customer bookings, handle all situations related to bookings and cancellations
Reservation Reservation Receptionist Receptionist Bellman Bellman Cashier Cashier
The receptionist and cashier play a crucial role in the hotel experience by managing check-ins and check-outs, handling phone calls, and providing information about hotel services They are responsible for addressing guest inquiries, fulfilling legitimate requests, and resolving complaints within their authority, ensuring a seamless and pleasant stay for all guests.
Bellman's Missions is assisting guests to carry luggage and lead guests to their rooms, informing guests of check-in procedures.
3.2.3 Serving process of the Front Desk department at Lavender Hotel
Service process of Lavender hotel is done through the following chart:
3.2.3.1 Check-in and pick-up process:
Diagram 3.2.3.1 Check-in and pick-up process
Guests come to the hotel
The front desk department researches and
Guests wishing to rent rooms
Guests have the need to book in advance
Confirming the object of the reservations
Determining the ability and recipients
Check and adjust (if any)
Agreements on quantities and types of rooms, price and payment
Confirming the registration of reservations Introduce appropriate room for guests Check procedures
Deliver the keys and invite guests to the roomRecord date and time of arrival
When making a reservation, the Front Desk department serves as the hotel's representative, guiding guests through various room types, services, and pricing options Upon agreement to book, the staff records essential details such as the room number, type, price, payment method, length of stay, any special requests, and contact phone numbers before finalizing the booking.
Upon a guest's arrival at a hotel, the staff promptly verifies their reservation by checking the booking number or inquiring directly with the guest For walk-in visitors, the Front Desk department assesses room availability to ensure it meets the guests' needs To minimize wait times, the Front Desk has pre-prepared a list of available rooms Subsequently, guests are guided through the necessary check-in procedures, which include confirming the number of guests and verifying identity documents for pre-booked guests.
Guests who book in advance can enjoy peace of mind knowing that any changes, such as increasing the number of rooms or adding services, will be promptly addressed by the front desk staff This ensures a seamless experience, allowing customers to feel comfortable and secure during their stay.
3.3.3.2 Process of service during guests' stay
Diagram 3.2.3.2 Process of service during guests' stay
The products and services are not available in the hotel
Products and services are available in the hotel
Contact service facilities outside the hotel
Notified to the relevant department
Track the quality of products and services that customers use.
Track record in the customers
During their stay, guests can trust the quality and pricing of the hotel's products and services, which are clearly outlined in each room To access any service, customers simply call the Front Desk, where staff promptly relay requests to the appropriate departments, such as laundry, dining, or entertainment If a requested service is unavailable, the Front Desk will assist guests in connecting with external providers The hotel maintains strict quality control over these services to uphold its reputation and demonstrate care for customer satisfaction Additionally, Reception staff are available to assist with various needs, including flight bookings, train tickets, and maintenance requests.
After guests utilize hotel services, the Front Desk department at Lavender Hotel is tasked with collecting invoices to compile into the "Book of Pairs of Customers" for final payment upon checkout Staff members provide a comprehensive payment summary for guests to review and sign To date, the Front Desk team has maintained a flawless record, ensuring no calculation errors occur on the client side.
3.2.4 Relationship with other departments of the Lavender Hotel
Relationship between the Front Desk department and room department
For the accommodation business to thrive, seamless collaboration between the Front Desk and Room departments is essential Daily communication is crucial, as the Front Desk must inform the Room department about incoming guests and those checking out, enabling timely and efficient room cleaning.
The room department should communicate room statuses and guest issues to the receptionist, enabling the Front Desk to address problems swiftly This effective collaboration enhances room capacity and fosters a positive guest experience.
The relationship of the technical maintenance department with the Front Desk department
The front desk and maintenance departments work together in a complementary manner to ensure guest satisfaction The front desk is tasked with updating the maintenance team about equipment status for timely repairs, preventing any inconvenience that could affect customer relations Conversely, the maintenance department communicates equipment failures to the front desk, allowing for room changes or scheduling repairs efficiently.
The relationship between the accounting department and the
The front desk department diligently inventories daily payments and invoices, which are then forwarded to the accounting department This crucial process enables the accounting team to generate accurate revenue and debt reports for the hotel, highlighting the essential collaboration between these two departments in the service industry.
The relationship between the security department and the Front
Ensuring security and safety in hotels is essential for guest comfort and retention A hotel that prioritizes protection creates a welcoming environment that encourages repeat visits The Front Desk department plays a crucial role in this, as it is the primary point of contact for guests, making it vital for them to understand and address customer needs effectively.
The Front Desk department plays a crucial role in enhancing hotel security by effectively collaborating with the security team to address guest safety concerns This partnership not only ensures a safer environment for guests but also contributes to the overall efficiency and success of hotel operations.
3.2.5 Facilities of the Front Desk department
The reception area should be prominently situated in the hotel’s main lobby, ensuring it is easily visible to guests upon entry This space, serving as the hub for receptionists and cashiers, must be beautifully and luxuriously designed, reflecting a unique style At Lavender Hotel, the lobby is characterized by its massive, elegant, and airy design, exuding cleanliness and warmth The layout combines modern and classic elements, creating an inviting atmosphere Additionally, the reception area offers souvenirs and post and telecommunications services for guests.
ANALYSIS AND EVALUATION
Hotel’s Business In Recent Years
4.1.1 The analysis of revenue at Lavender Hotel
Table 4.1.1: Lavender Hotel's revenue records for the years 2017-2019
Ca te rin g se rv ice s
Ot he r s er vic es
Ca te rin g se rv ice s
Ot he r s er vic es
Ca te rin g se rv ice s
Ot he r s er vic es
Chart 4.1.1: Lavender hotel profit growth during 2017-2019
From the list of business results of the hotel in 2017-2019, it shows:
In 2017, the total revenue reached VND 2.88 billion, with accommodation generating VND 2 billion (69.4% of total revenue), catering services contributing VND 590 million (20.5%), and additional services accounting for VND 290 million (10.1%) As this was the first year of business operations, overall revenue was limited; however, there is a noticeable trend of increasing contributions from both accommodation and food services.
In 2018, total revenue reached 3.5 billion VND, marking an increase of 660 million VND from 2017 The accommodation division saw a significant rise, contributing an additional 2.8 billion VND, which represents an 80% increase Conversely, food and beverage revenue declined by 440 million VND (12.6%), while other service revenue experienced a slight decrease of 260 million VND (7.4%) This trend indicates that the accommodation sector is crucial to the hotel's overall performance, consistently accounting for a substantial share of revenue and profitability.
In 2019, total revenue rose by 4.7 billion VND, a significant increase from 1.82 billion VND in early 2018 The accommodation segment experienced a substantial boost of 3.9 billion VND, representing 82.9% of the total increase, while food and beverage revenue grew by 698 million VND, accounting for 14.9% Conversely, revenue from other services saw a slight decline of 102 million VND, making up 2.2% of the total Additionally, the profit share from other services sharply decreased from 5.2% in 2018.
In general, the operation of the hotel, although effective, is not high. The hotel should promote the desires of the future.
4.1.2 Number of guests at Lavender Hotel
Table 4.1.2: Number of the guests at Lavender Hotel in 2017-2019
Local guests Domestic guests International guests
Chart 4.1.2: The growth of the guests at Lavender Hotel in 2017-2019
The table and graph above show the number of guests staying at Lavender Hotel from 2017-2019 with three basic types of guests: domestic, domestic, and international.
In 2017, international visitors accounted for a large number, with 10,329 arrivals (accounting for 43.5%) and this number increased significantly in
From 2017 to 2019, international tourist arrivals saw a significant increase, with 11,539 arrivals in 2018 (47.7%) and 11,721 in 2019 (38%) Domestic tourism also rose, starting with 8,715 arrivals in 2017 (36.8%), increasing to 9,392 in 2018 (38.8%), and sharply rising to 12,277 in 2019 (39.8%) Local visitors represented the smallest segment, with 4,656 arrivals in 2017 (19.6%), a slight decline to 3,266 in 2018 (13.5%), and a notable increase to 6,830 in 2019 (22.2%).
Over the past three years, Lavender Hotel has experienced a significant increase in visitors, rising from 23,700 to 30,828, reflecting a growth of 7,128 guests This steady customer growth rate highlights the hotel's resilience in the face of globalization However, it is important to note that there is a notable disparity between the number of Vietnamese and international visitors, with the hotel attracting a larger proportion of domestic guests compared to international ones.
The Level Of Customer Satisfaction About The Factors Of The
In the current market economy, a business's success hinges on various factors, including employee accommodation, facilities, and service attitude, which are evaluated through different ratings These ratings categorize customer satisfaction into four levels: satisfied, normal, dissatisfied Additionally, numerous factors and criteria significantly impact tourist satisfaction A comprehensive analysis based on 195 evaluation samples reveals insights into each element assessed by travelers.
For the most part, in the business of any business, the workforce plays a very important role Effective use of human resources is essential for sustainable business development.
Table 4.2.1.Structure of labor force by qualification, foreign language, gender, age of Front Desk staff at Lavender Hotel
( Resource: Human resources department of Lavender hotel )
The reception department is well-trained, with 50% of its staff holding university degrees As a 3-star hotel, all employees are proficient in English, ensuring effective communication with guests While the majority of the clientele consists of Chinese visitors, only one staff member speaks Chinese, and there is also one employee who can communicate in Korean and Japanese.
The hotel predominantly employs female staff, aligning perfectly with its operational needs Women excel in customer communication, enhancing guest experiences Conversely, male employees are essential for nighttime duties, as they must possess the health and capability to address customer needs during late hours.
The workforce is predominantly young, with individuals under 25 years old who are energetic, creative, and mostly comprised of recent graduates with limited work experience In contrast, employees over 30 years old typically hold managerial positions and bring extensive expertise to their roles Overall, the staff has received training aligned with the hotel’s standards, ensuring a high level of service quality.
4.2.2 Satisfaction level about the Front Desk staff
Table 4.2.3: Customers’ evaluation about Front Desk Department staff
(Source: from the hotel front desk Lavender)
Chart 4.2.2: Customers’ evaluation with the staff of the Front Desk
The front desk department serves as the primary point of contact for customers, playing a crucial role in coordinating and arranging services for guests This department not only understands guest preferences but also fosters initial connections, leaving a lasting impression By doing so, the front desk aids hotel management in developing effective product and market strategies.
In a recent survey of 195 guests regarding their satisfaction with reception services, a significant majority, 140 respondents (71.8%), expressed satisfaction with the service provided The front desk staff, primarily young and enthusiastic, demonstrated a professional demeanor However, 50 guests (25.64%) rated the service as average, indicating that while the staff met basic expectations, there is room for improvement Additionally, 4 guests (2.56%) reported dissatisfaction, citing slow service from some staff members and communication barriers for Japanese and Korean guests, as most staff members lacked proficiency in these languages.
Table 4.2.3 Information on the service quality investigation results of the Front
Desk department (Source: from the hotel front desk Lavender)
4.2.3 Customer reviews about the receptionist's service
Service style Communication skills Clean the reception area
Chart 4.2.3: Service quality of the Lavender Hotel Front Desk
Service skills are crucial as the front desk represents the hotel's image, receiving 100 votes with 51.28% satisfaction Among these, 54 votes indicated satisfaction (54%), 27 votes were rated as average (49.1%), and 19 votes expressed dissatisfaction (47.5%), possibly due to higher expectations from foreign guests Consequently, the front desk's service quality significantly impacts visitors' impressions of the hotel To enhance customer satisfaction, it is essential for each receptionist to be well-versed in the skills and processes relevant to their role.
The second factor is the ability of employees to communicate to create comfort and attract customers as well as evaluation of good working attitude.
The survey results indicate that 37% of respondents are satisfied, while 41.9% rated their experience as normal, and 37.5% expressed dissatisfaction, likely influenced by the high number of Japanese and Korean visitors A hotel receptionist's attractive appearance is crucial, alongside proficiency in English and a solid understanding of international politics, culture, and customs to effectively engage with diverse customers Therefore, enhancing human resources training to include multiple languages is essential for improving customer relations.
The Lavender hotel reception department can enhance customer satisfaction by analyzing feedback data, which shows that 100 out of 195 voters expressed satisfaction However, with 40 votes indicating dissatisfaction, it is evident that the reception service still needs improvement to fully meet the expectations of all guests.
General Evaluation To The Strengths And Weaknesses Of The
The Front Desk area at Lavender Hotel boasts modern facilities and a strategic location, complemented by a wide range of products and services Experienced and enthusiastic staff contribute to the hotel's unique charm, ensuring a positive experience for guests upon arrival This commitment to exceptional service is evident through various criteria that highlight the front desk department's valuable role in guest satisfaction.
In general, the front desk department at the lavender hotel has made positive contributions in welcoming guests To achieve that, the Front Office department has demonstrated the following strengths:
Firstly, Lavender Hotel has a prime location, located in the city center, near the sea and right at the commercial, shopping and dining centers.
The hotel's front desk and management team are dedicated and professional, featuring a young and dynamic staff who possess strong skills and excellent foreign language proficiency, primarily in English and Chinese With a friendly demeanor and constant smiles, the reception area is elegantly designed and equipped with modern technology, including computers, faxes, printers, and key card machines, ensuring a seamless guest experience.
Third, Lavender Hotel has many preferential policies for customers. Combining the Reception department with other departments is very good to promote the hotel's products, offer policies to attract guests.
The hotel's management team demonstrates exceptional professionalism and civility, prioritizing the development of their staff Their commitment to guiding and supporting colleagues fosters a collaborative environment that contributes to the hotel's continuous growth and improvement.
Besides the strengths of the Lavender Hotel Front Desk department, there are also some limitations as follows:
The Lavender Hotel offers a range of amenities, yet it has some limitations, notably a narrow luggage area at the reception hall This can create discomfort for guests during check-in, as bulky luggage may obstruct the aisle and lead to a cramped environment.
The service attitude of the Front Desk staff is crucial for customer satisfaction, encompassing knowledge, skills, and a positive demeanor While the reception staff at Lavender Hotel are generally welcoming, inconsistencies in service quality can occur based on location and individual receptionists Issues such as employees using phones during work hours can negatively impact the guest experience, highlighting the need for improved professionalism and attentiveness.
The hotel’s front desk staff is proficient in English; however, their ability to communicate in other languages is limited, with only a few staff members speaking Chinese and Japanese This poses a challenge as a significant number of Korean guests frequently visit the hotel, and there is often no one available who speaks Japanese or Korean Addressing the language barrier is crucial, as it directly impacts guest satisfaction and revenue potential for the hotel.
Many young employees receive training but lack sufficient work experience, resulting in challenges in effectively managing various situations Additionally, some employees may work at a slower pace, which can negatively impact customer satisfaction.
DIFFICULTIES AND SOLUTIONS
Difficulties
Over the past four years, students at Duy Tan University have faced significant challenges, but with the dedicated support of the faculty, I successfully completed my studies and my graduation project Despite this achievement, I encountered several difficulties during the project implementation.
The Covid-19 pandemic has posed significant challenges for trainees and the tourism industry alike, leading to widespread closures of tourist areas, resorts, and hotels As a result, the influx of foreign tourists has drastically diminished compared to previous years, causing a notable decline in visitor numbers.
The pandemic has hindered the hotel's ability to implement the established criteria, making it challenging to compare and analyze my graduation data from 2017 to 2019, which has consequently impacted the progress of this graduation project.
In the case study titled "A Case Study of the Real Situation and Solutions to Improving the Quality of Front Desk at the Lavender Hotel," I faced significant challenges in gathering data from both the front desk and human resources departments As a soon-to-be graduate with limited experience, I struggled to accurately process the data and conduct thorough analysis.
Practicing English in school differs significantly from real-world learning, as students often focus on basic communication rather than engaging with native speakers or authentic texts This limited exposure leads to the use of inappropriate vocabulary and expressions, difficulties in understanding foreign accents, and gaps in reading comprehension due to insufficient vocabulary Additionally, students struggle with writing due to a lack of grammatical knowledge.
The training period is brief, limiting my opportunities for personal growth and learning Despite facing numerous challenges during my practice, I remained committed to adapting and overcoming these obstacles, successfully completing my exercises to the best of my ability.
Solutions
The initial impression of customers at a hotel is shaped by the reception and the attentive service they receive during their first encounter The receptionist plays a crucial role in this experience, making the quality of service at the front desk essential This service quality significantly influences customers' perceptions, as they evaluate whether it aligns with the value of their expenditure.
Enhancing service quality in the Reception Department is crucial for the hotel's profitability and long-term growth Drawing from my education and internship experience at Lavender Hotel, I propose several strategies aimed at elevating the service standards within this department.
5.2.1 Complete facilities of the Front Desk department.
The Lavender Hotel boasts well-maintained technical facilities, thanks to its newly established rooms and commitment to quality However, some equipment, including fax machines, printers, phones, and computers, is outdated and underutilized To enhance guest experience and service quality, it is essential to upgrade this equipment.
To enhance service quality at the Front Desk, it is essential to upgrade equipment such as fax machines, which frequently experience issues like paper jams and slow transmission, leading to customer dissatisfaction The current keypad is difficult to view and operate due to its size and placement, while blurred computer screens hinder efficient check-in and check-out processes Timely replacement and repair of these visible tools are crucial for improving staff efficiency and customer experience Additionally, the existing management software primarily handles phone services but lacks comprehensive tracking for other amenities like laundry and food services, resulting in billing errors and complications for the Front Desk Therefore, investing in more robust and detailed management software is necessary for seamless operations.
To meet the growing demand and enhance customer service, Lavender Hotel plans to expand by constructing a new, larger hotel alongside its existing facilities, featuring over 150 modern rooms in the coming years.
To enhance the efficiency of the Front Desk department and improve overall service quality, it is crucial for hotels to address and resolve key operational issues By doing so, staff can perform their tasks more effectively, ultimately leading to increased customer satisfaction.
5.2.2 Complete Front Desk department at Lavender hotel
The Lavender hotel's Front Desk department currently operates with just five staff members, who juggle multiple responsibilities, including handling reservation calls, processing guest payments, and coordinating check-outs To minimize errors and enhance service quality, it is crucial to elevate the skills and qualifications of the team Encouraging continuous learning and the adoption of new ideas will empower staff to take on more management roles within the hotel Notably, proficiency in foreign languages, particularly Chinese, is vital, and there should be increased opportunities for staff to learn Korean and Japanese to better serve the diverse clientele.
The hotel is seeking to expand its Front Desk department by hiring additional staff to effectively manage the increasing workload To ensure a high standard of service, candidates will be evaluated based on specific qualifications, relevant experience, and established selection criteria.
+ Having cultural, professional qualifications, understanding about culture, economy, politics, and law.
+ Having a certificate of receptionist skills, ability to communicate, technicians to serve.
+ Having good health, good quality, a clear resume, and a love of the job.
+ Fluent in foreign languages (preferably those who are good at Korean and Japanese), balanced appearance, agile behavior, polite style, solidarity to help coordinate with other staff at work.
5.2.3 The association between the Front Desk department and the other departments
Effective hotel operations rely on seamless collaboration among departments The management team must ensure that all departments work closely together, fostering support and coordination This interconnectedness enhances organizational efficiency and promotes solidarity among hotel staff, ultimately leading to improved customer service quality.
Effective coordination between the Front Desk and Chamber departments is essential for ensuring a seamless guest experience When a guest books a room or makes special requests, the Receptionist promptly informs the Chamber department to prepare accordingly Conversely, upon a guest's departure, Chamber staff inspect the room for any issues, such as damages or missing items, and relay any outstanding bills to the Receptionist for immediate processing This collaboration enhances operational efficiency and guest satisfaction.
Effective coordination between the Front Desk and the Bar department is essential for ensuring guest satisfaction at the hotel The Bar department is responsible for providing catering services, and it is crucial that they promptly transfer any bills requiring payment to the Reception department Failure to do so can lead to confusion during check-out, negatively impacting both customer satisfaction and the hotel's overall business performance.
Effective coordination with the security team is essential for ensuring both hotel safety and guest satisfaction Security personnel not only protect the premises but also assist guests with various needs, such as transporting luggage to their rooms upon arrival or to their cars during checkout This collaboration between security and reception is crucial, as it ensures that all guest requests are met promptly, even in unusual situations When security staff actively engage with reception announcements, they enhance the overall guest experience by fulfilling their professional responsibilities.
Effective collaboration among various departments significantly enhances the performance of the reception department and the overall hotel operations, leading to results that often exceed expectations As a result, the quality of new services continues to improve and evolve.
5.2.4 Ensuring hygiene requirements throughout the hotel as well as the Front Desk department.
The Front Desk department is the face of the hotel, so it must always be clean, tidy and tidy.
The Lavender hotel currently employs five housekeeping staff responsible for maintaining cleanliness in the lobby and entrance areas However, during peak times, such as wedding receptions, the high volume of guests can overwhelm the team, leading to delays in cleaning and compromised hygiene standards in the Front Desk department To address this issue, the hotel should consider hiring additional housekeeping staff and encourage the Front Desk team to enhance their self-awareness regarding cleanliness, ensuring that utensils are organized and the area remains tidy.
5.2.5 Strengthen the management of the Front Desk department
Establishing clear targets and fostering a supportive environment for the Front Desk department is crucial for hotel success; however, excessive leniency in management can jeopardize overall development and negatively impact all hotel staff Effective management plays a vital role in motivating employees to actively engage in their work and achieve set objectives, ultimately enhancing the quality of service at the Front Desk.
CONCLUSION AND SUGGESTIONS
Conclusion
Tourism, both domestic and international, plays a crucial role in driving economic growth, with Da Nang emerging as a key player in Vietnam's thriving tourism sector.
During my internship at Lavender Hotel, I gained valuable insights into the characteristics, duties, and functions of the hotel reception department Additionally, I explored the formation and development of Lavender Hotel, highlighting the encouraging business results from 2017 to 2019, which showcased significant revenue growth, increased profits, and positive customer feedback on the services provided.
To enhance service quality at the Lavender Hotel's front desk department, it is essential to invest in facilities, technology, and workforce training Analysis of data collected during the internship reveals significant shortcomings in operational structure and equipment that must be addressed Improving these areas is crucial for achieving the hotel's business objectives and ensuring a superior guest experience.
With what has been achieved and what is still limited, the hotel should immediately take reasonable adjustment measures, taking the criterion of
"service quality" as the top goal in the operation of the Reception department in particular and throughout the hotel in general.
Some Suggestions
Based on the weaknesses identified in Chapter 4, it is essential for the hotel to implement effective solutions to address the challenges they are facing Here are several recommendations for the hotel board to consider.
To enhance service quality at the Lavender Hotel's front desk, an objective assessment reveals the need for improvements in technical facilities and staff training Strengthening connections between the reception and other departments is crucial, alongside ensuring hygiene standards throughout the hotel Additionally, effective management of the reception department is essential Implementing a robust remuneration policy and providing targeted training courses will elevate staff professionalism and work ethic, while enhancing customer care and management practices.
Hopefully the solutions that I have analyzed can contribute to improving the quality of the reception but also for other parts of the Lavender hotel.
The English Faculty of Duy Tan University plays a crucial role in guiding students throughout their academic journey; however, it is essential to emphasize the teaching of soft skills for effective communication in future careers Without a strong focus on expertise, students may experience negative outcomes such as disengagement, increased dropout rates, and truancy Consequently, when faced with real-world challenges during internships, students may find themselves unprepared and surprised by the demands of the workplace.
The current one-year school curriculum comprises four extensive stages, which can significantly affect students' learning capacity It is essential to organize and deliver the curriculum based on specific expertise, emphasizing key topics and enhancing the essential skills needed for particular professions.
To ensure timely graduation for 3rd and 4th-year students, it is essential to increase the availability of English proficiency exams such as TOEIC, TOEFL, and IELTS These assessments are crucial, as students must meet various requirements, including obtaining an office informatics certificate, an English certificate, and completing physical training.
In response to the Covid-19 pandemic, the school has implemented online learning through the ZOOM platform and Saki browser, creating an engaging and modern educational environment However, this shift to digital learning has also presented challenges, as many students struggle to maintain focus during online classes, and the ease of online testing can lead to academic integrity issues.
1 Nguyễn Văn Mạnh và Hoàng Thị Lan Hương, Giáo trình quản trị kinh doanh khách sạn, trường ĐH Kinh Tế Quốc Dân- Khoa du lịch và Khách sạn.
2 Tài liệu nội bộ “ Cẩm Nang dành cho Nhân viên Khách sạn Lavender.
3 Tài liệu nội bộ “ Tổng hợp số liệu trong hoạt động kinh doanh của Khách sạn Lavender”
4 Johnston, J and Zawawi, C (eds.) (2000), Public Relations: Theory and Practice, NSW, Allen & Unwin, p 11-12.
1 https://www.slideshare.net/trongthuy2/chuyen-de-nang-cao-chat- luong-phuc-vu-tai-bo-phan-le-tan-diem-cao-rat-hay
2 https://ezcloud.vn/yeu-cau-doi-voi-nhan-vien-le-tan-khach-san/
3 https://hotelcareers.vn/moi-quan-he-giua-cac-bo-phan-trong-khach- san.html
4 https://asiky.com/Tin-tuc/1494/mot-so-kho-khan-cua-nhan-vien-le- tan-trong-khach-san