INTRODUCTION
RATIONALE
Tourism is a rapidly growing "smokeless" industry that significantly contributes to the economy, attracting numerous countries due to its substantial benefits Since 2016, advancements in science and technology, coupled with a booming global economy, have led to increased incomes across all social classes, enhancing the quality of life and driving a surge in travel demand As a result, countries and businesses must prioritize high-quality service to meet the evolving needs of travelers The hotel and tourism sector plays a crucial role in the national economy and is vital for the tourism development of each country.
In 2015, Vietnam celebrated the 55th anniversary of its tourism industry, marking significant advancements since its inception on July 9, 1960 This milestone highlights the industry's remarkable growth, which has narrowed the gap with regional and global tourism standards As a vital economic sector, tourism plays a crucial role in Vietnam's socio-economic development strategy, contributing positively to the nation's renovation efforts and international integration.
Vietnam's tourism industry, particularly in Da Nang, is experiencing significant growth, positioning itself as a key economic driver for the region Da Nang boasts extensive tourism potential, strategically situated amidst four UNESCO World Heritage sites and accessible via international sea and air routes, which enhances its appeal as a prime destination for travelers.
To succeed in today's competitive hotel industry, it is essential for establishments to adopt various strategies, including effective marketing mixes, enhanced service quality, and attractive pricing policies to draw in guests A crucial aspect that cannot be overlooked is customer care, which significantly influences the marketing strategy aimed at attracting tourists.
Many hotels in Vietnam recognize the significance of customer care but lack effective strategies for implementation Improving customer management and care is crucial for addressing weaknesses, enhancing reputation, and retaining clientele Drawing from academic knowledge and practical research at Stay Hotel, along with guidance from instructors and hotel staff, I chose to investigate the current state and propose solutions for enhancing service quality in customer care at Stay Hotel in Danang City.
AIMS AND OBJECTIVE
- Synthesize theoretical basis for improving the quality of customer care at the Hotel.
- Evaluate the condition and current state of customer care at Stay hotel.
- Identify the business situation of Stay Hotel and customer service analysis of Sale and Marketing Department.
- Propose a solutions to improve the quality of customer care in the hotel arrival time.
SCOPE OF THE STUDY
- Scope of the content: This study focuses on improving the quality of customer care at the Stay Hotel
- Scope of time: Statistics and related documents used from 2017 to2020
METHOD OF THE STUDY
In this research, I have used several methods to support my work.
During my hotel internship, I closely monitored customer attitudes to assess their satisfaction with the hotel's services This experience provided valuable insights into how to enhance the quality of customer care, ensuring a better overall experience for guests.
- Secondly, I collected data related to Stay Hotel business, analyzed and evaluated the company's revenue.
- In the end, I used the method of analysis, observation and reference through the internet Applied the knowledge learned about service quality and combine practical internship at the hotel.
ORGANIZATION OF THE STUDY
The graduation thesis consists of six main chapter:
Chapter 1: The introduction is the rationale, aims, scope, method of study, and study’s organization.
Chapter 2 : The presentation about theoretical background for this graduation thesis.
Chapter 3: The general information about Stay Hotel.
Chapter 4: Analysis and evaluation the real situation and solution of the customers care services of Sales and Marrketing Department at Stay Hotel.
Chapter 5: Difficult and some suggestions to improve the customer care Services of Sales and Marketing Department at Stay Hotel.
Chapter 6: Conclude and offer some innovative solutions for Stay Hotel and Faculty of English at Duy Tan University.
THEORETICAL BACKGROUND
Tourism
Tourism has emerged as a significant socioeconomic phenomenon, surpassing industries like automobiles, electronics, and agriculture to become one of the world's leading economic sectors, as noted by the International Travel Association This growth highlights the importance of travel as a vital economic driver in numerous countries Originating from the Greek word meaning "to go around," tourism is often associated with relaxation and entertainment, although its definition can vary based on context, time, place, and the perspective of research.
The Vietnam Tourism Law of 2005 defines tourism as activities involving travel away from one’s usual residence, aimed at fulfilling the needs for sightseeing, education, entertainment, and relaxation within a designated timeframe.
According to the International Union of Official Travel Organizations (IUOTO), travel is defined as the act of going to a location outside of one's usual residence for purposes other than business or work-related activities.
- At the United Nations conference on tourism meeting in Rome - Italy (August 21 - September 5, 1963), experts give a definition of tourism:
Tourism encompasses the relationships, experiences, and economic activities that arise from individuals or groups traveling and staying away from their usual homes for leisure purposes During these travels, the locations visited are not considered workplaces.
Tourism encompasses activities that involve individuals traveling away from their usual residence for periods not exceeding one year This travel is primarily driven by the desire for sightseeing, relaxation, entertainment, and the exploration of various tourism resources, while also allowing for other legitimate purposes.
Tourism can be classified according to the following categories:
- Classified according to geographical features:
- Classification of tourism by organization:
Hotel
In the modern era, as people seek to explore freely, the demand for temporary accommodations has led to the emergence of various lodging options, with hotels being the most prominent Originating in the 18th century to cater to travelers in America, hotels have undergone significant evolution over the past two centuries, transforming into luxury services that play a vital role in a country's economic development According to the Vietnam National Administration of Tourism's 2009 rating standard, hotels are defined as "tourist accommodation establishments with 10 or more bedrooms, ensuring quality facilities, equipment, and services to meet customer needs."
The Faculty of Tourism at the National Economics University defines a hotel as a facility that offers overnight accommodations, dining, entertainment, and various amenities, typically located in tourist destinations This definition is widely applicable and serves as a valuable resource for academic understanding of hotels in Vietnam.
According to researchers in "Welcome to Hospitality," a hotel is defined as an establishment where individuals can rent a bedroom for overnight stays Each guest room is required to include at least two essential spaces: a bedroom and a bathroom Furthermore, every room must be equipped with a bed, a telephone, and a television, in addition to offering various supplementary services to enhance the guest experience.
Hotel and tourism researcher Morcel Gotie has defined that:
"The hotel is a temporary accommodation for visitors with the bedrooms and a restaurant with many different services" [7]
In summary, the hotel can be concisely understood as follows:
- Hotel is a type of business with business registration in accordance with the law for the purpose of profit-making business.
- The hotel is an accommodation business, fully equipped, to meet the requirements of rest, eating, entertainment and many other services during the stay at the hotel.
- The hotel is a solid architecture, with many bedrooms, many floors, equipped with specialized equipment and furniture for the purpose of accommodation service business along with many other additional services
Hotel operations differ in size, function, and cost, leading to the establishment of widely accepted industry standards by major hospitality companies for classifying hotel types These classifications help categorize hotels based on various criteria.
- A city hotel or a business hotel (City Center Hotel)
City hotels are strategically located in bustling urban centers to cater to travelers attending conferences, sports events, shopping trips, or cultural excursions These hotels operate year-round, providing essential accommodations for both business and leisure guests.
Resort hotels are strategically located in scenic areas like beaches and mountains, offering guests a serene environment for rest and relaxation These establishments are influenced by climatic conditions, leading to seasonal operations that cater to visitors seeking a getaway in nature.
Suburban hotels, located on the fringes of cities or within urban areas, primarily cater to weekend travelers and occasionally attract business guests with moderate to low budgets.
Airport hotels are strategically located near major international airports, catering primarily to airline passengers in transit due to flight schedules or unforeseen circumstances Typically, the room rates at these hotels are included in the airline's package pricing, making them a convenient choice for travelers seeking comfortable accommodations during layovers.
According to the level of service provision:
Luxury hotels are distinguished by their top ratings and expansive size, featuring opulent amenities and exquisite decor They offer unparalleled additional services, including in-room dining, outdoor entertainment, and wellness facilities such as beauty salons and fitness centers With spacious common areas and ample parking, these hotels command premium prices for their offerings, ensuring a lavish experience for guests.
Full service hotels cater to a relatively affluent guest market, offering accommodations at prices that are the second highest in the region These establishments typically feature extensive amenities, including large parking areas, room service, on-site restaurants, and limited outdoor activities, ensuring a comfortable and convenient stay for their guests.
Medium-sized hotels cater to mid-market guests by offering accommodation at the third highest average price in the region These hotels typically provide a limited range of essential services, including food service and laundry, along with basic information services While they may offer some additional amenities, they generally do not include meeting rooms or outdoor entertainment options.
Affordable hotels are typically small-scale establishments with low star ratings (1-2 stars) and room rates that are below the market average While these hotels may not offer extensive food services, they generally provide basic amenities such as morning wake-up calls, laundry services, and helpful information for guests.
The hotel business plays a crucial role in the tourism industry, evolving significantly over time Initially, it focused solely on providing overnight accommodations for paying guests However, as tourist demands diversified, hotel operators expanded their offerings to include food and beverage services, thereby enhancing profitability Today, the hotel business encompasses a broader range of services, catering to guests’ needs for both rest and dining experiences.
Therefore, the concept of hotel business can be understood in two meanings:
- In a broad sense: Hotel business is the activity of providing services according to the needs of eating and drinking, entertainment for guests.
- In the narrow sense: Hotel business only ensures to serve the needs of guests sleep.
The hotel industry relies heavily on tourism resources found in popular destinations, as these resources are the primary motivators for travel In areas rich in tourism attractions, a steady influx of tourists is guaranteed; conversely, locations lacking such resources struggle to attract visitors Consequently, tourists represent the most significant clientele for hotels, underscoring the essential connection between tourism resources and the hospitality sector.
A successful hotel business thrives in areas rich in tourism resources, particularly when those resources are of high value and appeal The profitability and growth of a hotel are significantly driven by the quality and attractiveness of nearby tourism attractions.
GENERAL INFORMATION ABOUT STAY HOTEL .13 3.1 Stay Hotel Overview
General Introduction
Address : 119 February 3rd Street, Hai Chau District, Da Nang
Email : reservation@stayhotel.com.vn
Website : http://stayhotel.com.vn/
Distance from Stay Hotel to important points: 3 km (10 minutes) from Danang international airport; My Khe Beach 3km (10 minutes); Da Nang Cham Museum 2 km (5 minutes); Marble Mountains 11 km (15 minutes); Hoi
Located in close proximity to several historical and natural attractions, Da Nang city offers a wealth of exciting experiences for tourists The ancient town of Hoi An is just 25 km away, while the historic My Son Sanctuary and Hue ancient capital are accessible within 1.5 and 2 hours, respectively Additionally, the city boasts numerous other popular tourist spots, including the breathtaking Hai Van Pass, scenic Son Tra Peninsula, and picturesque Tien Sa Sea, as well as the Ba Na Tourist Area, Hoa Phu Thanh Waterfall, and Suoi Mo Ecotourism Area.
Stay Hotel is a luxury 4-star hotel with 17 floors, 103 very stylish, unique and comfortable rooms, meeting international standards 4 stars.
Guests at the Indochina Club on the 17th floor can enjoy breathtaking views of Danang Bay, featuring the stunning sea, river, and mountains, along with the iconic cable-stayed bridge After a long day, the serene ambiance and soft lighting create a perfect setting for a peaceful night, preparing visitors for a new day filled with unforgettable experiences.
Stay Hotel Da Nang is recognized as a leading 4-star hotel, particularly favored by business travelers seeking a comfortable and prestigious accommodation for their work-related trips.
Stay Hotel has emerged as a premier destination for both domestic and international travelers, offering stunning city views from its well-designed rooms The hotel's architecture seamlessly blends Asian and European styles, enhancing guest comfort With an investment of $1.05 million, Stay Hotel boasts high-end amenities and exceptional service Guests can indulge in culinary delights at the Sense Riverside and Fusion Lounge restaurants, which accommodate up to 250 diners and feature a diverse menu of Asian and European specialties.
Stay Hotel’s operation system
Diagram 3.1 Stay Hotel’s Organizational Diagram
Staff Staff Staff Staff Staff
3.1.2.2 Functions and tasks of each Department
The hotel manager oversees all operations and administration within the hotel, establishing development strategies and ensuring that each department functions efficiently in alignment with the hotel's strategic goals and standards.
The secretary is in charge of regularly monitoring and directing the hotel’s staffs to complete their tasks well Furthermore, she is responsible for issuing and checking vouchers for customers.
The front office department serves as the hotel's face, being the first point of contact for guests upon arrival Receptionists play a crucial role by answering phone calls, warmly welcoming guests, promoting the hotel's image, and efficiently managing check-in and check-out procedures They also provide assistance and answer any questions guests may have during their stay, ensuring a positive experience.
The housekeeping department is a vital component of the hotel system, responsible for maintaining the quality and cleanliness of guest rooms Their primary tasks include cleaning, laundry, and organizing furniture to ensure a neat and tidy environment To provide a high-quality bedroom experience, housekeeping must consistently uphold cleanliness standards that align with the hotel's requirements Although their work often goes unnoticed, it plays a crucial role in enhancing customer satisfaction and overall efficiency within the hotel.
The Food and Beverage (F&B) Department in a hotel is responsible for providing high-quality food and drinks to guests Staff in this department must possess experience and the ability to work under pressure, as their duties include greeting customers, taking orders, processing payments, and managing various tasks post-service Additionally, the kitchen must prioritize food quality, hygiene, and safety while maintaining a friendly atmosphere for an exceptional dining experience.
The HR department in the hotel plays a crucial role in identifying recruitment needs across various departments, organizing staff training, and summarizing monthly workdays for employees They are responsible for calculating salaries, bonuses, and allowances, which are then submitted to the accounting department for review Additionally, the HR team drafts important documents related to employee salary adjustments, rewards, sanctions, and terminations.
Efficiently managing the financial aspects of the hotel business involves recording, receiving, and processing crucial information This includes documenting sales and purchases through hotel invoices to accurately assess service revenue Additionally, it is essential to monitor and allocate hotel properties effectively while maintaining strict control and managing the depreciation of fixed assets Regular weekly and monthly reports should be prepared for leadership review to ensure transparency and informed decision-making.
Effective business planning is essential for hotels to attract and retain customers This involves actively seeking out potential clients through various sales channels and ensuring high service quality Regular communication with customers, including planning visits and offering gifts or incentives, is crucial, particularly during holidays and New Year celebrations Additionally, collaboration with relevant departments is necessary to successfully launch marketing campaigns that promote both existing and new hotel products and services.
Stay Hotel’s facilities
The hotel offers five distinct room types—Superior City View, Deluxe Bay View, Premier Deluxe, Studio Suite, and Stay Suite—designed to meet various guest preferences Guests can also enjoy a range of top-notch amenities, including a luxurious spa, swimming pool, diverse dining options, a coffee bar, and well-equipped banquet and conference rooms with internet access, ensuring a comprehensive experience throughout the property.
- Superior City View – Double: Includes 1 double bed with city view with full amenities, making you feel comfortable and at home.
- Superior City View – Twin: Includes 2 single beds 1m4 x 1m2 city view with full amenities
Is the combination of living room and bedroom, bringing warmth and comfort.
Room with 2 single beds and special bathroom with bathtub makes a difference with the deluxe room.
Room has a fairly large area including 2 beds 1 single bed and 1 double bed view almost surrounds the city.
The room has the largest area of all hotel room types Separate living room and bedroom, fully equipped with all amenities.
+ Policy for children: Children 6 years and over are charged as adults at this property: 20 USD / extra bed.
Situated on the mezzanine floor, one of the hotel's two outstanding restaurants accommodates up to 200 guests, offering a diverse selection of Asian, European, and Vietnamese cuisine Guests can enjoy a daily breakfast buffet prepared by experienced chefs, ensuring a delightful dining experience.
8 Knives, spoons and folks, toothpicks
Stay Hotel is the perfect venue for businesses seeking to host conferences, seminars, and contract signing ceremonies in Da Nang Our modern conference rooms are equipped with state-of-the-art communication technology, ensuring they meet the highest standards for international events Each meeting room is available for a maximum of four hours and includes complimentary drinking water, paper, and notepads, along with a one-time tea break Additional amenities include basic audio-visual equipment, audio, lighting, and free wireless internet access A signboard is also available in the hotel lobby for event visibility.
+ Modern audio and lighting system
Experience relaxation at the Lotus Spa, located on the 3rd floor of the hotel, featuring a sauna, steam bath, and spa pool Our professional staff operates seven massage rooms from 7 AM to 10 PM, offering high-quality essential oils to help you unwind and alleviate stress from work and daily life.
The fitness center, situated on the 3rd floor next to the outdoor swimming pool, features modern exercise machines and offers entertainment through TVs and music channels It is open daily from 6:00 AM to 10:00 PM, providing ample opportunity for a workout.
The outdoor swimming pool located on the 3rd floor is an ideal place to relax,sunbathe and enjoy refreshing snacks and drinks Open from 06:00 am to10:00 pm.
Real Status and the Performance of the Sales and Marketing
3.2.1 Introduction to the Sales and Marketing Department
The Hotel's Sales Department plays a vital role in developing and executing strategies for revenue and profitability Sales staff are responsible for promoting hotel services, managing customer relationships, and offering products related to accommodation, catering, seminars, and entertainment To enhance productivity, the department is organized into various specialized categories.
3.2.2 Sale and Marketing Department’s staff
3.2.2.1 Framework organization of the Sales and Marketing Department
Diagram 3.2.1: The Sales and Marketing Department’s organization diagram
The Sales and Marketing Manager plays a crucial role in developing and executing the business plan by conducting market research and analyzing customer and travel consumption trends This information is used to create tailored business strategies for different periods, ensuring effective management planning and brand promotion.
Searching information and call customers to find out about products and services, try to advise to convince order closing sales for hotels.
Sales Online are responsible for selling rooms and hotel services through the Internet environment Sales online through online travel agencies (OTAs),
Staff Marketing Staff hotel websites, social networks, online advertising (Google, Facebook) to sell rooms and services.
To effectively coordinate with online sales, it's essential to build a comprehensive hotel website content A key component of this is creating a Sales Kit that includes a warm welcome letter, a detailed introduction to the hotel, and a clear breakdown of room rates Additionally, the kit should also outline the prices of accompanying services such as breakfast, shuttle bus, bathroom amenities, meeting room facilities, and food and beverage options, providing potential guests with a thorough understanding of what to expect from their stay.
Sales FB / Event / Banquet performs the task of searching, exploiting and taking care of customers using restaurant, conference, party services.
Sales PR and Customer Care
We are dedicated to ensuring high service quality by proactively engaging with customers and swiftly addressing any issues that may arise during contract execution Our strategy includes thoughtful planning and deployment of customer outreach, gift-giving, and incentives, particularly during holidays and Tet, to strengthen relationships with our valued customers and key partners.
Hotel marketing staff is responsible for participating in building marketing plans for hotels, building brand promotion campaigns, advertising online and offline services, website administration, building customer data
The Sales and Marketing Department operated seven days per week There are 3 main shifts:
- Night shift: from 5:30 PM – 09:00 PM
- Presentation, analysis and persuasion skills to customers.
- Respecting and caring for customers.
3.2.3 Working Process of the Sales and Marketing Department at Stay Hotel
- Exploiting group sources for hotels.
- Using sales channels to find potential customers for the hotel.
- Discussing, negotiate the terms of the contract and execute the contract with the customer.
- Responsible for monitoring service quality, proactively contacting customers.
- Quickly soling problems and problems that arise during the implementation of the contract.
- Planning and deploying to give gifts and incentives to customers during holidays and Tet - especially important partners.
Implement business and advertising campaigns
- Coordinating with staff of the department and related department to plan business campaigns, advertising for hotels.
- Coordinating the implementation of business campaigns, advertising existing and new hotel products and services.
- Tracking implementation and evaluate effectiveness.
- Coordinating with the hotel market development planning department: finding new target customers, finding new use value of products – services…
Table 3.3 Equipment quantity of the Reception Department
Numerical order Name of equipment Quantity
Table 3.4 Sales and Marketing Department’s Staff
ANALYSIS AND EVALUATION
Stay Hotel’s Bussiness in Recent Years
4.1.1 Revenue Profile of Stay Hotel in Recent Years
Table 4.1: Performance of the hotel industry from 2018 to 2020
(Source: Accounting and Finance Department)
Over the past three years, Stay Hotel's sales figures reveal that accommodation has significantly contributed to total revenue, with room sales increasing from 76.6% in 2018 to 78.1% in 2019 This growth suggests a rising number of visitors and indicates ongoing innovation within the tourism industry While food service and other offerings still provide revenue, their contributions have declined due to the emergence of new restaurants Additionally, income from other facilities has decreased to 5.2% in 2019, highlighting a shift in customer preferences.
The Covid-19 pandemic has significantly impacted both the hotel and tourism industries in Vietnam and globally Due to the severity of the outbreak, all tourism activities were halted, leading to profound consequences for the sector.
Room Catering Other services hotel revenue Revenue from the number of rooms from 2019 to 2020 plummeted, from a revenue of more than 15 billion in 2019 to 2 billion in 2020.
Chart 4.1: Revenue profile of Stay Hotel in 2018-2020
4.1.2 Number of Guests at Stay Hotel
Table 4.2: Number of the guests at Stay Hotel in 2018-2020
(Source: Sales and Marketing Department)
(Source: Sales and Marketing Department)
Chart 4.2: Number of the guests at Stay Hotel in 2018-2020
The vertical bar chart shows the number of guests of the Stay hotel between 2018 and 2020.
In general, the total number of visitors from 2018 to 2019 increased sharply, but from 2019 to 2020 the number of visitors decreased sharply due to Covid-19.
From 2018 to 2019, international tourist arrivals surged significantly, reaching their peak; however, in 2020, the pandemic led to the closure of all routes and border gates due to government regulations, resulting in a sharp decline in international tourism.
Domestic tourists accounted for the second largest rate of stay, with a gradual increase observed in 2018 and 2019 However, in 2020, the number of domestic tourists plummeted sharply to just 690 visitors due to government restrictions on tourism activities.
The last guest group is local visitors, who occupied the lowest rate of stay in
2018, there were only about 1,000 guests staying and through 2019 the number of local visitors decreased, and by 2020 there were only about 150 guests.
Table 4.3 Customer’s assessment about Sale and Marketing Department's service quality
(Source: Sales and Marketing Department)
Table 4.3 presents the evaluation of service quality and customer care within the Sales and Marketing Department at Stay Hotel The data reveals that a significant majority of customers expressed satisfaction with both the service quality and customer care Additionally, 64 customers rated their experience as "normal," while 17 customers reported dissatisfaction with the services provided.
The reason is that during the high season, the number of tourists was overwhelmed, the number of customer care staff was not enough to meet the needs of customers.
Chart 4.3: Customer’s assessment about Sale and Marketing Department's service quality
Sales and Marketing Department Staff’s Attitudes
Table 4.4 Result of customers’ evaluation about the Sales and Marketing Department staff’s attitude
Local guests Domestic tourist International tourist
(Source: Sales and Marketing Department)
Customer evaluation data indicates that only 64.8% of guests expressed satisfaction, while 21.9% reported being dissatisfied, and 13.3% were unsatisfied These figures highlight a concerning level of customer care and service quality within the sales and marketing department, signaling a need for significant improvement.
The majority of guests at the establishment were foreign, predominantly Korean, highlighting a significant language barrier due to the customer care staff's limited language skills This lack of expertise did not adequately meet the needs of the clientele, and instances of unprofessional behavior further contributed to customer dissatisfaction with the service.
Chart 4.4: Result of customers’ evaluation about the Sales and Marketing
Customer Care Service of Sales and Marketing Department
Table 4.5: Results of customer’s evaluation on the quality of customer care about Sales and Marketing Department
Chart 4.5: Results of customer’s evaluation on the quality of customer care about Sales and Marketing Department
Between 2018 and 2020, a bar chart illustrates customer satisfaction levels regarding the customer care services provided by the sales and marketing department at Stay Hotel Overall, customer satisfaction ratings were generally good, though not exceptional Notably, by 2020, customer satisfaction showed an upward trend, despite a lower number of guests staying at the hotel that year.
The cause of dissatisfaction for customers was the lack of professionalism in handling customer requests.
There were no appropriate customer care policies in the current era, the old customer care policies were still used Staff attitude was not really friendly.
In addition, basic knowledge about hotel services and expertise was not high.
Effective communication with customers is essential, yet the current skills in conveying information are lacking Additionally, foreign language proficiency is insufficient, hindering the ability to engage with international tourists effectively over extended periods.
Therefore, the customer service of the sales and marketing department atStay Hotel needed to be improved and enhanced.
General Evaluation to the Strengths and Weaknesses of the
Stay Hotel provides exceptional 4-star services and a wide range of amenities, ideally situated in the city center for easy access to local attractions Its prime location near the Administrative Center and numerous renowned restaurants makes it a convenient choice for tourists.
The hotel features an opulent event hall that accommodates up to 200 guests, making it ideal for various gatherings Additionally, it offers an exquisite gala dinner showcasing a diverse selection of Korean and Vietnamese cuisine, designed to captivate tourists.
The hotel has a large team of customer care, the staff are fully trained with basic customer care knowledge.
Every department in the hotel has a close connection with each other,always solving problems for customers in the fastest way.
Customer care services provide various channels to enhance customer support and address all inquiries effectively These methods include assistance via phone, email, live chat, social media, or directly on the hotel website, ensuring immediate and accessible solutions for customers.
The work shift system is designed scientifically, with the number of workers per shift adjusted according to workload demands Each shift includes a 15-minute overlap, allowing staff to effectively plan and transition responsibilities.
Effective customer care is essential for hotels to remain competitive At Stay Hotel, staff can assist guests through various channels, including phone, email, live chat, social media, and the website However, the current customer care strategies implemented by the Sales and Marketing Department have proven ineffective, leading to dissatisfaction among many tourists.
Customer care staff often waste significant time on repetitive, non-professional tasks, such as searching for customer information across various tools and repeatedly addressing common issues This inefficiency not only incurs high costs for the business but also diminishes employee motivation and enthusiasm.
Customer care often faces significant challenges during peak periods, such as seasonal promotions, product launches, and holidays like Tet During these times, the Customer Care Department can become easily overwhelmed, leading to difficulties in managing client messages Manual case handling becomes impractical, highlighting the need for more efficient systems to ensure effective customer support during high-demand situations.
The hotel’s customer care team struggles with case management due to a lack of a unified and systematic approach This inefficiency leads to challenges in handling the high volume of daily inquiries and requests from customers across various channels and languages Manually processing these cases not only wastes valuable time and resources but also results in increased customer frustration and dissatisfaction.
Employees struggle to recognize customers due to their diverse identities across various channels This lack of identification can lead to multiple responses for the same issue, resulting in wasted time and increased costs for the hotel.
When receiving customer problems, the customer care staff might not immediately grasp the information to be handled, causing them to waited and moved to another department to solve.
The system of receiving customer feedback was not professional The hotel only receives feedback passive, not actively listening and encourages customers to return feedback on the hotel's products / services.
The implementation of new customer care channels remains inadequate, with staff lacking comprehensive training in their use Additionally, the electricity and water systems do not meet tourist expectations, as hallway lighting is insufficient at night, the toilet water supply is weak, and waste management is not effectively maintained.
The hotel primarily caters to Korean guests; however, the staff's limited Korean communication skills and insufficient English proficiency create challenges in effectively interacting with tourists.
The hotel's service offerings were initially limited, failing to effectively attract customer interest and stimulate demand for additional services This not only minimized costs for the hotel but also hindered the availability of enhanced services for guests.
Customer service representatives often fail to apologize or express empathy when addressing guest complaints, and they seldom follow up to ensure customer satisfaction with the hotel’s resolutions While resolving complaints is crucial, many customers feel that their concerns are not adequately addressed It is essential to improve these practices to enhance the reputation of customer care services and hotels in the eyes of visitors.
In addition, the hotel has existed for many years due to the pressure of time, so technical facilities are old.
Parking for hotel staff and tourists was too small and does not have enough parking space during peak seasons, causing traffic congestion during peak season.
DIFFICULTIES AND SOLUTIONS
Summary of the Findings
During my internship at Stay Hotel, I learned that exceptional customer care is crucial not only for hotels but for all businesses It significantly influences a customer's decision to return and continue using the hotel's offerings Satisfied customers, who receive attentive service and support, are more likely to remain loyal, even when they aren't planning another stay In today's highly competitive hotel industry, enhancing product quality and customer care services is vital for a hotel's survival and success in attracting guests and maintaining a competitive edge.
The thesis titled "An Investigation Into the Current Situation and Solutions for Improving Customer Care Service Quality in Stay Hotels in Da Nang City" addresses key aspects of service quality in the hospitality sector It explores the current challenges faced by stay hotels in Da Nang and proposes effective solutions to enhance customer care services The research aims to provide valuable insights for hotel management to improve guest satisfaction and overall service delivery.
- Defining and clarifying some basic theories of tourism, hotel, hotel business, the customer care services of a hotel, and the performance of staff.
From 2018 to 2020, an analysis of the Stay Hotel's Sales and Marketing department reveals both strengths and weaknesses in their customer care services The Sales department demonstrated effective strategies that enhanced customer engagement, while the Marketing team struggled with brand visibility Customer reviews highlighted a mix of satisfaction with personalized service and concerns regarding response times Overall, this assessment underscores the need for improvements in marketing efforts to better align with customer expectations and enhance overall hotel performance.
- Giving some solutions to improve customer service at Sales and Marketing.
Based on the weaknesses identified in chapter 4 and the customer dissatisfaction reviews, it is essential for the hotel to implement solutions that address the existing challenges Here are several recommendations for the board to consider in order to enhance guest satisfaction and improve overall hotel performance.
Difficulties
- Sales and Marketing's customer care services have many methods, but those methods have not been implemented according to the process, so they have not brought high efficiency.
Inefficient time management by customer service staff hinders the development of effective care solutions, leading to increased operational costs and diminished employee morale.
- Having not yet given a suitable solution to customer care in the peak season, caused work congestion, not solving problems for customers in time.
- Employees' ability to identify customers is too low, so many familiar customers have not been well taken care of, have not been given the benefits they can receive.
The foreign language skills of customer care staff in hotels remain inadequate, particularly in Korean, despite the predominance of Korean establishments Most staff members lack even basic proficiency in Korean, while their English skills are similarly limited to fundamental levels.
The hotel, having been established for many years, faces challenges due to aging technical facilities Currently undergoing an upgrade, it is working towards meeting all customer needs more effectively.
In 2020, both the global and Vietnamese economies faced significant challenges due to the Covid-19 pandemic, leading to widespread unemployment and reduced salaries for many workers As businesses struggled, employees were forced to reconsider their job security, and post-pandemic, a notable shortage of staff emerged, resulting in a decline in service quality.
Solutions
5.3.1 Customer Care Process of the Sales and Marketing Department
Any job has its own unique working characteristics that ensure hotel growth Customer care procedures must also be carefully improved for the most complete care.
To achieve effective customer care, it is essential to develop a well-defined customer care strategy This involves establishing clear goals for hotel operations, identifying the ultimate objectives for guest satisfaction, and being ready to address any issues that may arise By outlining these strategies, hotels can foster trust among customers, positioning themselves as a comfortable and enjoyable destination for their stay.
In any communication, whether in positive or challenging situations, expressing gratitude is essential, especially in customer care services This approach not only shows respect for your guests but also demonstrates that your hotel values their needs and listens to their concerns By proactively addressing issues and empathizing with customers, you can develop a more effective customer care strategy that enhances guest satisfaction.
Regardless of one's intelligence, challenging situations are inevitable, and customer service representatives play a crucial role in addressing them It is essential to grasp the customer's genuine information, inquiries, and concerns to effectively clarify and resolve the issues they encounter.
Even if all previous steps are executed correctly, the absence of customer satisfaction tracking renders the efforts ineffective Without confirming that customers are truly satisfied and happy with the provided solutions, it is essential to implement follow-up measures to ensure we are on the right path.
Effective customer care is essential for preventing unproductive disputes and ensuring customer satisfaction By fostering a comfortable and positive experience at our hotel, we can significantly enhance customer engagement and drive revenue growth through our services.
Collaboration between departments is essential for delivering exceptional customer care For instance, the reception department plays a crucial role by supplying the sales and marketing team with current insights on customer consumption habits, preferences, and tastes This valuable information enables the development of tailored product and pricing strategies that effectively meet the diverse needs of various customer segments.
In today's digital landscape, social networking platforms like Facebook, Instagram, Zalo OA, and Fanpage have become the primary channels for customer interactions, often preferred over traditional email communication To enhance customer satisfaction, businesses must effectively manage and streamline their customer care and consulting processes across these social applications.
Customer feedback and information must be documented in the "customer care book" to identify dissatisfied customers and enhance service quality effectively.
At the end of the week, the customer care staff synthesizes all customer comments and questions during the week and sends them to the customer care officer.
Advanced development, effective implementation of forms of customer care:
Indirect care activities, such as communication through email and phone, enhance guest experiences by providing timely assistance without the need for physical travel This approach not only saves time and travel expenses for customers but also ensures that they receive support whenever they need it, ultimately benefiting both the hotel and its guests.
For effective customer care, guests can directly reach out to the Sales and Marketing department at the hotel for prompt assistance This direct approach yields high satisfaction, but enhancements can be made to elevate the experience, such as offering small gifts during holidays or birthdays and presenting flowers upon a guest's return.
5.3.2 Sales and Marketing Department’s Staffs
The quality of service in any department, particularly Sales and Marketing, hinges significantly on the human factor Employees play a crucial role in shaping the products and services offered to customers, directly impacting overall satisfaction To enhance customer care services, it is essential to focus on improving employee quality This can be achieved through various strategies aimed at developing the skills and capabilities of the workforce, ultimately leading to higher quality products and services.
Continuous training programs are essential for enhancing employee awareness and skills across various staff categories Tailoring the curriculum to meet the specific needs of different employees is crucial for maximizing educational effectiveness Ongoing training not only provides access to the latest knowledge but also encourages employees to adapt their thinking to align with contemporary demands This commitment to continuous learning significantly impacts the long-term quality of the workforce, making it imperative for managers to prioritize employee education and training to foster overall improvement.
+ Periodic training: Head of Sales and Marketing department should organize direct training for his employees periodically or maybe monthly, quarterly, at times of absence.
The head of sales and marketing consistently engages in training sessions, actively addressing and guiding employees through complex situations that arise, while also learning from the experiences of the entire department.
+ Regularly check the knowledge of employees to know where their abilities are, so that they can rank their employees most accurately.
- Encourage staff to self-study foreign language classes outside of working hours at the centers.
Effective customer service requires staff to address complaints with care and attention Listening attentively to customers is crucial, as it allows them to express their frustrations and feel respected In such situations, hotel employees should prioritize pausing their tasks to fully engage with the customer's concerns, demonstrating genuine care and commitment to resolving the issue.
To ensure a peaceful environment for all guests, staff can discreetly relocate angry individuals to private rooms, offering them a glass of cool water to help alleviate their frustration.
+ Apologizing, the staff never had any objections or refused to complain is due to the hotel's fault or external factors.
CONCLUSION AND SUGGESTIONS
Suggestions
I am grateful for the opportunity to intern at Stay Hotel, where I have gained valuable experience thanks to the guidance of the manager and supportive staff Although my internship was brief, limiting my ability to contribute ideas fully, I believe the hotel could benefit from focusing on a few key areas for improvement.
The Stay Hotel is well-regarded on a national level; however, it faces several challenges on the international stage While the accommodations are fully furnished, the quality of the equipment does not meet top-tier standards Despite some renovations, the hotel's architecture lacks uniqueness, particularly in its exterior design.
The quality of service provided by hotel employees is significantly influenced by their working environment To enhance service standards, hotels must foster a culture of self-discipline and prioritize customer satisfaction Strategies and policies should be tailored to meet guest needs, while management should implement supervision and reward systems that reflect employee dedication in guest interactions Additionally, appropriate disciplinary measures should be established for employees who fail to fulfill their responsibilities.
Hotels should enhance the inspection and supervision of their staff to ensure high service standards Managers need to closely monitor employees' service attitudes and adherence to established procedures By increasing specialization at each service stage and assigning specific tasks, hotels can reduce the likelihood of errors Additionally, cultivating a distinctive service style will help establish a lasting tradition that reflects the hotel's identity.
Hotels should host competitions that focus not only on the outcomes but also on fostering a spirit of camaraderie among employees By emphasizing teamwork and mutual support, these events can cultivate a positive and friendly work environment, encouraging a culture of collaboration and healthy competition.
To attract and retain guests, hotels must address all their needs by offering a welcoming and attentive service, complemented by convenient technical facilities Additionally, providing a diverse range of services is essential for enhancing customer satisfaction and loyalty.
- Offer policies and promotions after the epidemic season to attract more domestic and local tourists.
To enhance service quality in the hotel industry, it is crucial to prevent errors in both service and customer care processes This can be achieved by identifying the root causes of these errors and implementing appropriate solutions to address them.
- Establishing and expanding partnerships with travel agencies is one of the solutions to attract customers:
For companies and travel agents, it is essential that receptionists provide preferential, complimentary, and attentive service to tour guides, as they play a crucial role in bringing guests to the hotel and serve as key promoters for the establishment.
To enhance guest experience, the front desk department must be well-versed in patrons' personal information, preferences, and needs Receptionists should strive to recognize guests' faces, creating a lasting positive impression For instance, acknowledging a guest's birthday with a thoughtful gift that includes the hotel's branding can foster memorable experiences Such personalized touches not only leave a lasting impression but also encourage guests to return for future stays.
During the holiday season, it is essential for the receptionist to send a heartfelt thank-you letter and a New Year greeting to guests This gesture not only strengthens the relationship between the hotel and its patrons but also serves to reinforce the hotel's image in the minds of the guests.
- Strengthen relationships with city leaders to grasp the situation of visitors to Da Nang, thereby making appropriate product policies suitable for customers.
In the future, hotels need to develop a strategic approach to establish a strong brand image that resonates with customers, positioning themselves as reputable and experienced providers in the hospitality industry This will enhance their appeal in both accommodation and service offerings.
- Strengthen forms of promoting the name of the hotel on the mass media:
+ Newspapers: continue to advertise on tourist newspapers such as the Guide newspaper, Da Nang travel magazine, Vietnam travel magazine, Heritage travel magazine,
+ Television: cooperating with the Department of Tourism to advertise on Da Nang TV station because every month, the Department of Tourism conducts tourism topics.
Stay Hotel features a basic website that requires a more appealing design to effectively showcase the beauty of the Central region and Da Nang By incorporating captivating images of the country’s landscapes, local customs, festivals, and cultural events, the hotel can enhance its online presence This approach will not only attract visitors but also promote Stay Hotel's image, products, and services to a broader audience.
To enhance guest and staff experience during peak seasons, the hotel management should expand the parking facilities and upgrade departmental equipment Additionally, improving the Wi-Fi system is essential to alleviate congestion and ensure seamless connectivity for all users.
During holidays such as National Day, Valentine's Day, New Year's Day, and Christmas, our hotel aims to create memorable experiences for guests by offering delightful gifts that enhance their stay These thoughtful gestures are designed to leave a lasting impression, ensuring that visitors take home beautiful memories from their time at our hotel.
To enhance service quality, hotel staff must strengthen their teamwork and interdepartmental communication skills It is essential for hotel leaders to facilitate close coordination among various departments, promoting collaboration and support during operations This organizational solidarity fosters a unified approach to service, while employees should also develop problem-solving abilities to improve their adaptability in customer interactions.
- Regularly, irregularly check each department to follow the customer service process, listen to the comments of employees From there, grasp the problem more accurately to have a solution.
Conclusion
Tourism is evolving into a key economic driver, positively transforming the country's economic structure and fostering growth in various industries while supporting industrialization and modernization The increasing demand for tourism has made it an essential aspect of daily life, leading to a surge in hotel establishments that intensify market competition Both domestic and international businesses are vying for market share, compelling companies to enhance product quality and innovate to outperform their rivals In Da Nang, a vibrant and rapidly developing city, numerous high-end hotel and resort projects are underway, setting the stage for a fiercely competitive market in the near future.
Therefore, it is very important to choose the right target market segment to come up with an appropriate product policy.
Stay Hotel, a 4-star establishment in Da Nang, is committed to enhancing its services to thrive in the competitive tourism market While profit is a goal, the hotel prioritizes stable growth, employee welfare, and high-quality service to meet tourist demands Through the dedicated efforts of its staff, Stay Hotel has successfully navigated challenges and achieved positive business outcomes To maintain its competitive edge, the hotel must continually improve its offerings and service quality With strategic planning for the future, Stay Hotel aims to strengthen its presence and establish a prominent position in Vietnam's tourism industry.
During my internship at Stay Hotel in Da Nang, I conducted an investigation into the current customer service situation within the Sales and Marketing department, focusing on strategies to enhance service quality With the support and guidance of the hotel's leadership and staff, I was able to gain practical experience that complemented my theoretical knowledge Despite the internship lasting just over a month, I acquired valuable insights into customer service and identified potential challenges I may face in my future career.
This article presents suggestions for enhancing customer care services within the Sales and Marketing department of the hotel Acknowledging the limitations of initial knowledge and practical experience, it is understandable that some shortcomings may have been overlooked Feedback from educators and the leadership team at Stay Hotel is welcomed to refine this topic further Special thanks are extended to Teacher Nguyen Xuan Tich, the board of directors, and the staff at Stay Hotel for their invaluable support in completing this project.
[5] Interpretation tourism and hospitality by Tourism Department - National Economy University
[6] Welcome to Hospitality - the American study authors group
[1] https://thuvienphapluat.vn/van-ban/Thuong-mai/Luat-du-lich-2005- 44-2005-QH11-2659.aspx
[2] https://asialion.vn/khai-niem-marketing-dulich
[3] https://lucquanpest.com/cac-khai-niem-co-ban-ve-du-lich
[4] https://vanbanphapluat.co/tcvn-4391-2009-khach-san-du-lich-xep- hang
[7] https://www.stayhotel.com.vn/
Thank you for visiting Stay Hotel We value your feedback on your dining experience and would appreciate it if you could complete our brief survey to help us improve Please hand your completed survey form to your server Thank you for your assistance!
1 How many people on your trip?
2 How many time have you come to Danang this time?
3 This is the ………….you stay at Stay Hotel.
4 You know about Stay Hotel through:
6 Your first impression when coming to our hotel
The enthusiasm of the front desk
The modernity of equipment Another idea………
7 If you want to know information about Da Nang tourism, you will ask the department
Receptionist Sales and Marketing Other………
8 Please indicate your level of satisfaction with the Sales and Marketing Department Please tick the boxes corresponding to your satisfaction level.
The technical facilities of the hall are modern
Guests are warmly and politely welcome
The equipment in the hall is decorated harmonious and beautiful
Stay Hotel customer service staff:
- Do you feel the service and consulting attitude of the customer service staff of the Sales and Marketing department is professional?
- Customer service staff's quality and complaint handling time.
9 During your stay at the hotel, which element of the hotel makes you unsatisfied:
10 If you give a scale from 01 to 10 to evaluate the quality of customer service at Stay Hotel in Da Nang, how many points will you give?
11.Please give your comments to improve the quality of customer service in Sales and Marketing Department:
12 If you have the opportunity to return to Da Nang, will you choose Stay Hotel again?
Thank you very much for your help Hope you will be more and more satisfied when staying and using the services of Stay Hotel in Danang.