INTRODUCTION
Rationale
As the global economy evolves rapidly, many countries are prioritizing tourism as a vital economic sector Vietnam has recognized the significance of tourism, positioning it as a spearhead of its economy This industry has generated substantial foreign currency for the nation, earning it the title of a "smokeless industry."
More and more tourists come to Vietnam, so to meet the indispensable needs of tourists, many hotels and restaurants have been built.
Alongside accommodation services, food is a fundamental necessity in human life As living standards continue to rise, there is an increasing demand for diverse and comprehensive dietary options This has led to the emergence of various restaurant systems, offering a wide range of products to cater to diverse customer needs while enhancing economic efficiency for businesses and the tourism industry as a whole.
In the restaurant industry, the success and appeal to customers heavily rely on the quality of the serving staff and the food preparation process Restaurant staff play a crucial role as they are the primary point of contact for customers, directly influencing revenue and profitability.
Thai Market Restaurant, established in late 2012 in Da Nang, aims to excel in the hospitality industry by delivering top-notch customer service To remain competitive and address the growing demands of consumers, the restaurant prioritizes enhancing the quality of customer care and implementing timely solutions for improvement This focus inspired my graduation paper topic: “An Investigation into Real Situation and Some Solutions to Improving the Quality of Customer Services at Thai Market Restaurant.”
Aims and Objectives
This study investigates the current state of customer service quality at Thai Market Restaurant and proposes strategies for enhancing service standards to better meet customer needs.
The purpose of this study is to achieve the following goals:
+ Examining the whole welcome process at Thai Market restaurant in great detail.
+ Determining the quality customer service’s strengths Shortcomings, opportunities, and threats.
+ Making recommendations on ways to improve customer service quality.
Scope of the study
This investigation focuses only on discussing issues related to the real situation and some solutions to improving the quality of customer services atThai Market Restaurant.
Methods of the study
In the process of making this: I use the methods such as:
- Direct observation of the reception service activities has been carried out
Organization of the Study
Chapter 2: Theoretical background Chapter 3: Case description
Chapter 4: Analysis and evaluation Chapter 5: Difficulties and solutions Chapter 6: Conclusions and suggestions References
THEORETICAL BACKGROUND
Hospitality Industry
The hospitality industry is rapidly expanding, driven by the swift growth of global economies that demand increased services in this sector Investors are increasingly drawn to this lucrative field, recognizing its potential for substantial profits As a result, hospitality has emerged as a key service sector in the global economy.
The service industry encompasses various sectors, including food service, tourism, and hospitality It is divided into two main components: the entertainment sector, which includes clubs, bars, and restaurants, and the accommodation sector, which comprises public houses, inns, resorts, hotels, hostels, campgrounds, motels, and serviced apartments Notably, restaurants are categorized alongside clubs and bars, along with nightclubs and fast food establishments (Barrows & Powers, 2009).
The restaurant industry, a vital segment of the broader hospitality sector, must navigate a dynamic external environment To maintain its relevance and competitiveness, this industry needs to be highly adaptable and diverse, allowing it to swiftly respond to ongoing changes in the market (Montesano, Lee and Institute of Southeast Asian Studies, 2011).
Concepts of Restaurant
The concept of a restaurant varies for each individual, reflecting diverse interpretations and feelings Originating from the French word "restaurant," meaning "restorer of energy," the term dates back to the mid-1700s when it referred to public venues serving soup and bread Today, a restaurant encompasses a wide range of food service operations, defined as any public establishment that specializes in selling prepared food for consumption either on-site or to-go (Barrows, Powers & Reynolds, 2012, p.68).
Restaurants have emerged as a prominent sector in the global food and beverage industry, focusing on delivering high-quality food and exceptional service They cater to customers' needs for enjoyment, relaxation, and a satisfying dining experience.
The Vietnam National Administration of Tourism and the Ministry of Commerce define a restaurant as a commercial establishment that specializes in the sale of high-quality food and beverages, operating with a specific capital requirement tailored to its business type.
Restaurants can be categorized based on social parameters that represent polar opposites, such as high or low, cheap or expensive, familiar or exotic, and formal or informal Each restaurant varies in style and price, offering a range of cuisines that cater to diverse customer preferences The context in which a restaurant operates is equally significant as its style and form.
- Ethnic restaurants specialize in ethnic or national cuisines For example, Indian cousin, Chinese cousin etc.
Fast food restaurants prioritize quick service, operating from small street vendors to large corporations like McDonald's and Burger King Customers place their orders at a front counter or through electronic terminals, then carry their food to a chosen table and dispose of their waste afterward In the restaurant industry, these establishments are referred to as quick-service restaurants (QSRs).
A casual dining restaurant, also known as a sit-down restaurant, offers moderately priced meals in a relaxed environment, typically featuring table service rather than buffet-style dining Positioned between fast food and fine dining, these establishments often include a full bar with dedicated staff, a comprehensive beer selection, and a limited wine list While many casual dining restaurants are part of larger chains, this is not a strict requirement.
Premium casual restaurants, which originated in Western Canada, are an upscale version of fast casual dining These establishments often include both a dining room and a lounge area equipped with multiple screens, making them ideal for social gatherings Typically located in downtown areas or shopping districts, they offer a diverse menu featuring burgers, steaks, seafood, pizza, pasta, and Asian cuisine, catering to a variety of tastes and preferences.
Family-style restaurants are casual dining establishments where meals are typically served on large platters, allowing diners to serve themselves This dining concept often emphasizes a welcoming atmosphere, making it suitable for families and groups looking for a relaxed dining experience.
Fine dining restaurants offer a full-service dining experience with dedicated meal courses and a sophisticated atmosphere These establishments typically feature high-quality décor and often have specific dining rules, including dress codes Commonly referred to as white-tablecloth restaurants, they are known for their table service and elegant ambiance, symbolized by the traditional use of white tablecloths Although the trend of using white tablecloths has declined, the emphasis on exceptional service and an upscale environment continues to define fine dining experiences.
Customer Satisfaction
Customer satisfaction is essential for every business, as it directly influences profitability, reputation, sales, service, and overall image Treating customers with respect is crucial for maintaining this satisfaction, which is vital for a company's success in today's competitive market Various authors and researchers have defined customer satisfaction in multiple ways, and the most common definitions will be discussed in the following section.
Kotler and Keller define customer satisfaction as the emotional response—either pleasure or disappointment—that arises when an individual evaluates a product's actual performance against their expectations This definition emphasizes the importance of aligning product outcomes with consumer anticipations to enhance satisfaction levels.
Customer satisfaction is determined by the difference between a customer's perception of the service received and their expectations of that service (Rai, 2008) When a customer's perception exceeds their expectations, they remain satisfied; conversely, if their perception falls short of expectations, dissatisfaction occurs.
Tse and Wilton define customer satisfaction as the consumer's reaction to the difference between their initial expectations and the actual performance of a product after use This evaluation process highlights how perceived discrepancies influence overall satisfaction levels.
Customer satisfaction, as defined by Gerson, refers to a customer's evaluation of whether their expectations have been met after acquiring a product or service When a buyer receives a product or service that performs as anticipated, they experience satisfaction; conversely, if it fails to meet their expectations, dissatisfaction arises (Gerson 1993, 5.)
2.3.2 The important of customer satisfaction
Customer satisfaction is a crucial factor that significantly impacts business performance Research by LaBarbera and Mazursky (1983) indicates that satisfaction directly influences repurchase intentions, while dissatisfaction is a leading cause of customer defection Achieving high levels of customer satisfaction can yield numerous benefits, as noted by Jochen Wirtz (2003), including increased customer loyalty, repeat purchases, and positive word-of-mouth referrals Ultimately, these elements contribute to the long-term profitability of a company.
Customer Services
Customer service encompasses a range of activities, including support systems, complaint handling, and the overall experience of reporting issues (Kim, Park and Jeong, 2004) For telecom service providers, customer service represents an opportunity to enhance mobile network offerings beyond just voice services, utilizing both self-produced content and strategic partnerships (Kuo, Wu and Deng, 2009) Improving customer service is crucial for telecom providers due to its social and economic implications; services must be accessible to customers on fair terms while also meeting their needs effectively (Turel and Serenko, 2006; Melody, 1997).
To enhance customer satisfaction, telecom service providers must prioritize the quality of their customer service According to Gustafsson, Johnson, and Roos (2005), a customer's satisfaction is largely influenced by their assessment of the services offered by a brand Research by Ahn, Han, and Lee further supports this notion, highlighting the critical role of effective service delivery in fostering positive customer experiences.
Inadequate handling of customer complaints can drive consumers to seek alternatives, as highlighted by Ahn, Han, and Lee (2006) This dissatisfaction often stems from inefficient customer service centers or difficulties customers face in voicing their concerns Additionally, when telecom service providers take extended periods to resolve issues such as network coverage or call quality, customers are likely to lose patience, leading to decreased brand loyalty and satisfaction.
The positive demeanor and courteous behavior of service workers significantly enhance customer satisfaction, as noted by Soderlund and Rosengren (2008) Conversely, telecom providers that fail to deliver reliable services, such as avoiding call drops, risk losing customers due to churn Kim, Park, and Jeong (2004) emphasized the importance of customer-oriented services in boosting satisfaction levels Additionally, Ahn, Han, and Lee (2006) found that customers are more likely to remain loyal to a brand that offers a comprehensive range of services.
CASE DESCRIPTION
Introduction of the Thai Market Company
- Address: + 48 Thai Phien - Phuoc Ninh - Hai Chau - Da Nang
Thai Market Company, established in 2012 in Da Nang, operates a chain of restaurants that specialize in renowned Thai dishes With over 10 locations, the Thai Market chain offers customers the opportunity to enjoy and explore authentic Thai cuisine.
- 2012: Indochina food court – Da Nang
- 2013: 04 Tran Quoc Toan – Da Nang
- 2014: 17 Le Hong Phong – Da Nang
- 2015: 62 Phan Chu Trinh - Hoi An
- 2018: 183 Nguyen Van Thoai – Da Nang
- 2019: Ba Na and Binh Minh 5 – Da Nang
- 2020: Pi Thai (Thai noodle soup) and Morfai (Thai Hot Pot Buffet) – 17
Le Hong Phong – Da Nang
-2021: 95 Cao Thang – Ho Chi Minh and 112 Trung Hoa – Ha Noi
The success of the restaurant chain today is attributed to the inspiration of its founder, Mr Le Thai Hoang, and the collaborative efforts of the Thai Market With a deep passion for food and culinary skills developed from a young age, Mr Hoang traveled extensively throughout Thailand, exploring and learning to create delicious dishes His journey took him to various regions, including Udon Thani, Bangkok, Chiang Mai, Phuket, and Pattaya, where he discovered a wealth of flavorful recipes.
3.1.2 Organizational Structure of Thai Market Company
Diagram 3.1 : Organizational Structure of Thai Market Company 3.1.3 The Functions and Duties of Each Department.
With nearly ten years of experience, Thai Market Company has established itself as a reputable restaurant and a proficient organizer To foster the company’s growth, every department engages in continuous innovation and collaboration to deliver top-quality products to clients This section outlines the responsibilities of each department.
A Director is an individual appointed by shareholders to oversee and manage the company's operations Additionally, the Branch Manager plays a crucial role as a joint operations planner and represents the company in negotiations with partners.
An CEO is responsible for managing a company's overall operations This may include delegating and directing agendas, driving profitability, managing company organizational structure, strategy, and communicating with the board.
HR MKT ACT TN PW IT-IC QC
An area manager oversees both operational and financial aspects of a specific region, focusing on staff training and development, maintaining quality consistency, and driving sales growth and profitability within their territory.
A human resources manager is responsible for planning, coordinating, and directing the administrative functions within an organization This role includes overseeing the recruitment, interviewing, and hiring processes for new staff, collaborating with top executives on strategic planning, and acting as a vital link between management and employees.
A marketer is responsible for developing and executing strategies to promote brands, products and services, maximizing profits for the company. They monitor trends and develop pricing strategies and advertising campaigns.
An accountant is a skilled professional responsible for managing bookkeeping and preparing essential financial documents, such as profit-and-loss statements and balance sheets They conduct audits, generate tax reports, and oversee all financial aspects crucial to the operation of your business.
A restaurant trainer effectively guides employees by utilizing appropriate instructional methods When supervisors lack essential job knowledge, trainers can organize classes and develop training manuals that cover critical topics such as sanitation, nutrition, record-keeping, and food preparation.
A warehouse production worker is responsible for inspecting food, raw materials, and goods, ensuring proper storage conditions, maintaining appropriate temperatures, and conducting detailed inventory checks of all items.
An internal controller is the person who checks and monitors the granting of permission to use applications, receives requests, handles problems during use, software, computer operation, hardware systems
A quality controller plays a crucial role in the quality management process by inspecting, controlling, and evaluating products before packaging This ensures that goods meet quality standards and are granted permission for market circulation.
The system operates seven restaurants, each overseen by a dedicated restaurant manager These managers are responsible for recruiting and training staff, managing all aspects of their respective restaurants, and effectively addressing any issues that arise on-site.
7 restaurants also have 7 supervisors who are responsible for assigning, allocating jobs to employees, tracking shifts, dividing shifts, and allocating time for employees.
Typically, a restaurant employs two cashiers, ten kitchen staff, and eleven service personnel During the dining experience, waiters and cashiers interact directly with guests to provide service, while the kitchen leader is responsible for meal preparation.
3.1.4 Services of Thai Market restaurant
Thai Market restaurant offers an exceptional dining experience, specializing exclusively in authentic Thai cuisine With a diverse menu featuring over 50 classic dishes, including favorites like Pad Thai, Tom Yum, and Mango Sticky Rice, customers can enjoy fresh, high-quality ingredients prepared by skilled chefs in a welcoming atmosphere.
The restaurant’s menu is divided into categories: appetizers, main courses, vegetarian dishes, additional dishes and desserts.
Beverage service plays a crucial role in enhancing the dining experience at our Thai restaurant One of the must-try drinks is Thai milk tea, a beloved beverage from Thailand Additionally, we offer a variety of refreshing options including fruit juices, soft drinks, mineral water, smoothies, and beer, ensuring that every guest can find the perfect complement to their meal.
When managing a restaurant, prioritizing exceptional customer service is crucial At Thai Market, we focus on delivering polite and efficient service to ensure that our customers' needs are met throughout their dining experience.
3.2 Catering department of Thai Market restaurant
3.2.1 Thai Market Restaurant structure/catering department
Diagram 3.2: Organization structure of catering department
ANALYSIS AND EVALUATION
A CURRENT ASSESSMENT OF THAI MARKET RESTAURANT20 1 Working hours
The Thai Market restaurant operates 13 hours a day, seven days a week, necessitating two distinct employee work schedules: full-time shifts and part-time shifts.
Full-time shift works for eight working hours a day:
- 1 st shift is from 09:00 to 17:00, including a break of 30 minutes.
- 2 nd shift is from 12:00 to 20:00, including a break of 30 minutes.
- 3 rd shift is from 14:00 to 22:00, , including a break of 30 minutes.
Part-time shift works for five working hours a day That is quite flexible for students.
- 1 st shift is from 9:00 to 14:00
- 2 nd shift is from 12:00 to 17:00
- 3 rd shift is from 17:00 to 22:00
Face Do not have beard, sideburns Natural makeup
Nails Short and clean Short and clean
Black shoes, shoes should be polished regularly Black socks
Black shoes, shoes should be polished regularly Short Hair
Natural hair color ,do not due hair
Short hair, clean and tidy
Table 1: Standards of the catering department in Thai Market restaurant
The catering staff at The Thai Market restaurant are young and exhibit efficient communication skills while maintaining a flexible work style They approach their tasks with professionalism, courtesy, and adaptability Fully trained and well-acquainted with the restaurant's operational standards, the team ensures that their attire and grooming are always clean and thoroughly inspected by the manager before commencing work.
The appearance of restaurant staff plays a crucial role in shaping customers' perceptions A well-dressed team fosters a positive impression, with customers appreciating a neat and polite attire At Thai Market, employees wear a standard uniform consisting of a white T-shirt featuring the restaurant's logo on the left chest, complemented by black trousers, black shoes, short socks, and a short black apron.
As a result, passengers praise the service workers at the Thai Market restaurant for their professionalism, kindness, and ease of communication.
AN EVALUATION ON THAI MARKET RESTAURANT BUSINESS
Unit of measure: VND Billion
Total business revenue in a year
Profit or Loss expenses of corporate associates
Net profit from business activities
Total accounting profit before tax 419,323,674 811,976,048 300,749,710 267,547,607
Total accounting profit after tax 393,552,001 757,219,875 270,517,503 249,574,036
Profit after tax of shareholders 6,365 3,585 10,971 11,574
Profit after tax of company’s shareholders
Table 2: Thai Market Restaurant Business Performance from 2018 to
Between 2018 and 2021, the Thai market restaurant experienced fluctuating sales and revenue In 2018, total revenue was 1.3 billion VND, rising to 1.8 billion VND in 2019, marking a growth of 0.17% due to a healthy environment and quality customer service The restaurant also expanded its exotic food offerings and branched out to other provinces in Vietnam, benefiting from increased tourism in Da Nang However, the Covid-19 pandemic severely impacted the restaurant industry, causing a rapid decline in revenue to 1.4 billion VND in 2020, a decrease of 0.8% from 2019 This downward trend continued in 2021, with revenue dropping to 1.1 billion VND, marking the lowest point for the restaurant.
Vietnam's urban population growth and rising disposable income have fueled the expansion of the consumer food service industry, which was projected to grow at 13% annually until 2024 prior to the COVID-19 pandemic However, the outbreak led the Vietnamese government to implement temporary bans and restrictions on hotels and restaurants, significantly impacting tourist-dependent areas like Da Nang To maintain profitability, businesses must carefully manage expenses, as rising costs directly affect profits In 2018, total costs amounted to 8.87 million VND, and with increasing revenue, costs are expected to rise gradually, with a slight increase of 0.1% noted from 2018 to 2019, when costs reached 9.96 million VND.
2018 Because of the covid-19 pandemic, the expenses reduced to 9,12 million VND in 2020 and more slightly decreased in 2021 following the pandemic.
In the competitive business landscape, profit remains the primary objective for companies, serving as a key indicator of performance Recently, a restaurant reported a remarkable profit surge from 3.93 million VND to 7.57 million VND, reflecting a significant year-over-year increase This growth can be attributed to exceptional customer service and high food quality, alongside innovative payment options such as post-meal payments and QR code transactions The diverse menu has positioned the restaurant as a local favorite among residents and tourists alike However, during 2020 and 2021, profits dwindled to 2.70 million VND, marking a 0.83% decline from 2019 due to the impact of the Covid-19 pandemic, which halted tourism in Da Nang Fortunately, the situation has since improved, with government measures effectively controlling the pandemic.
Da Nang tourism is experiencing a gradual recovery, catering to the growing demands of travelers The company is strategically positioned to attract visitors, particularly during peak seasons Innovations and advancements in tourism development during the COVID-19 pandemic have laid a strong foundation, enabling the sector to navigate challenges and seize new opportunities, thereby reinforcing the company's prominent position in the industry.
SERVICES
Forms of reservation Number of customers Rate (%)
Table 3: The percentage of customers who made reservations through various sources in 2020
In 2020, the Thai Market restaurant recorded customer visits through multiple booking options, highlighting the convenience of making reservations Customers had the flexibility to book directly at the front desk, utilize online booking platforms, or call via a hotline.
Diagram : The percentage of customers who made reservations through various sources in 2020
The pie chart illustrates the booking methods utilized by tourists at the Thai Market restaurant, highlighting that hotline and online reservations dominate the total bookings Specifically, hotline bookings, favored for their convenience, represent the largest share at 42.7 percent, while online bookings have risen to 25.6 percent Additionally, direct bookings at the front desk remain steady at 23.2 percent Other booking websites are less recognized, contributing to just 8.5 percent of total reservations.
In summary, although the volume of visitors utilizing the hotline and online booking remains consistent, there is a need for improvements to enhance the user-friendliness of the platform While booking tables at the front desk is the most convenient option, its low usage indicates that the receptionist's approach should be optimized for better customer engagement.
4.3.2 The procedure for serving food
Very fast Fast Normal Quite slow
Customers’ comments about serving food 32% 40% 10% 2% 0%
( Source: through the customer survey)
Table 4: Quality of serving customers in 2020
Table 4 reveals customer perceptions of service quality at the Thai Market restaurant, highlighting the significant impact of service speed on overall satisfaction To enhance customer experience, the service staff must proactively manage serving times to ensure efficiency The data indicates that 32 percent of customers rate the service as "very fast," while 40 percent describe it as "fast," reflecting the staff's commitment to prompt service This dedication contributes to a relaxed dining atmosphere for customers.
Customer service is a crucial aspect of the restaurant industry, significantly impacting revenue and enhancing other services The quality of service staff is vital, requiring attributes such as sincerity, thoughtfulness, and respect As the primary point of contact for guests, service staff must be enthusiastic and friendly, actively listening to customer feedback and collaborating with other departments to promptly address needs Essential characteristics for service staff include hard work, responsibility, strong listening skills, and effective problem-solving abilities.
Evaluation of customers through quality level
Excellent Good Average Poor Very poor
Table 5: Service attitude of Thai Market restaurant’s service staffs
Looking at the table 5, with a rate of 44%, the staff was very polite, 52% polite and only 4% said customers were satisfied with service of the staff.
It is not only about politeness when dealing with customers, service staffs are also highly appreciative of attitude to visitors occupy 68%, 30% is good and only 2% is normal.
STRENGTHS
The Thai Market, known for its authentic Thai cuisine, emerged from a challenging journey to connect with Vietnamese diners, particularly in Da Nang Originally launched as "HQ THAI FOOD" at 04 Tran Quoc Toan, the restaurant has evolved over three years into a prominent chain, now operating seven locations across Da Nang and Hoi An With a focus on professionalism and innovation, the Thai Market team continually enhances its menu while utilizing technology for seamless customer experiences, including a user-friendly website and flexible payment options.
The company has a number of staff with high qualifications, professional service attitude along with an experienced management team.
Applying technological achievements to business and food production.
The company offers affordable food services to cater to visitors' needs, featuring appealing meal packs designed to enhance customer demand Additionally, a variety of promotional discounts and coupons are available to further attract customers.
Most of the service staff are young, dynamic, enthusiastic Always smiling with customers.
Be honest and serious at work
Problem-solving and organizational skills.
Open, understand, respect and willing to help customers.
Tom Yum Kung, a spicy and sour shrimp soup, Som Tam, a refreshing papaya salad, and Pad Thai, a flavorful Thai-style fried noodle dish, are essential offerings found in Thai restaurants worldwide, showcasing the signature flavors of Thai cuisine Additionally, we are excited to introduce innovative fusion dishes that blend the unique styles of our talented Thai Market chefs, providing diners with a creative culinary experience.
WEAKNESSES
Besides this many strengths, the company still exists some weaknesses
For restaurant’s facilities, some equipment are degraded and they need to repair.
Some branches of restaurant become crowded and noisy for some customers in peak season Because of locating on a one-way street, the peak hours often get traffic jams
Same in the peak season, it takes time to get the dishes ready for serving the customers as there are many orders.
While delivering food parcels, it can take time if the destination is not mentioned clearly.
During the low season, catering service quality at restaurants may decline as they tend to limit their dish offerings Conversely, during peak tourist seasons, many restaurants struggle to maintain control over service quality due to the influx of visitors.
In the period Covid-19 pandemic time, the restaurant timings were limited by many restrictions The delivery took time too.
In summary, I have studied and made my judgment of the company's performance from 2018 to 2021 based on the facts provided by the company.
In addition, I provide feedback on the company's business performance and services Finally, I describe some of the company's strengths and identify some of the company's weaknesses.
DIFFICULTIES AND SOLUTIONS
DIFFICULTIES
In the highly competitive Thai restaurant market, businesses face numerous challenges that impact their operations and growth This section highlights the various obstacles encountered by restaurants, as well as the personal difficulties I experienced while writing my thesis on this topic.
OBJECTIVE DIFFICULTIES
Becoming a successful restaurateur involves navigating both triumphs and challenges, as the restaurant industry is highly competitive and saturated With a steady increase in tourism, it's essential to identify a unique selling point that sets your establishment apart from competitors As the pandemic continues to impact operations, restaurants must enhance their efficiency and maintain excellent service while managing costs Common challenges are faced by restaurants of all types and locations, and solutions may range from investing in new technologies to simply adopting better practices.
SOME SOLUTIONS TO IMPROVING THE SERVICE QUALITY
After studying and analyzing the real situation of the Thai Market restaurant, some difficulties and their solutions have been proposed to make the restaurant better.
5.3.1 WASTAGE OF FOOD & QUALITY OF FOOD
Food safety is a critical ethical concern in the catering industry, where proper handling of food is essential for restaurant success Restaurant owners encounter various challenges during food transport, including delays, maintaining temperature control, and preventing contamination, all of which can jeopardize food safety and potentially harm customers and staff Additionally, significant food waste occurs in restaurants, including cooking scraps, spoiled items, and uneaten meals, contributing to an estimated $162 billion annual loss for the industry, with each restaurant meal resulting in up to half a pound of food waste.
Implementing an efficient point of sale (POS) system can significantly reduce waste by eliminating paper ticketing When employees process orders using a POS terminal or mobile tablet, it streamlines operations and minimizes environmental impact.
Reports and analytics empower restaurant owners and managers to make data-driven decisions regarding inventory management, identifying which items require restocking and which should be reduced due to low popularity.
Another solution to keeping food safe is with the help of food safety auditors who can provide you with the certifications you need to keep your customers safe.
Training the staff on proper health and hygiene practices and make sure that they stick to the rules
Everyone comes in contact with the food must wash their hands, wear gloves, hairnets, clean clothing and use proper tools.
5.3.2 POOR CUSTOMER EXPERINCE AND CUSTOMER SERVICE
Many restaurant problems and solutions have to do with customer service.
To cultivate customer loyalty, it's essential to deliver an exceptional dining experience, even when faced with challenges like rude or disorganized patrons The impact of social distancing has further complicated restaurant operations, necessitating that operators adapt to evolving consumer demands During the pandemic, maintaining high standards of ordering accuracy and speed is crucial for ensuring excellent customer service and meeting expectations for restaurant food alternatives.
Training the staff to be accommodating but firm.
If the customer is perfectly pleasant, treat every step of the dining experience with the same care Because it’s not just the food matters.
Customers increasingly prefer the convenience of online ordering from the comfort of their homes or any location As a result, the availability of ordering options, such as our Thai Market online website, significantly influences their dining choices.
Offering delivery services with a small amount of extra delivery charges, which ensures the ability to pay online and enables contactless delivery.
While marketing may not be the first issue that comes to mind for restaurant owners, it plays a crucial role in their success Even without a dedicated marketing budget, restaurants can effectively promote themselves at no cost and achieve impressive results.
Even in the face of negative reviews, it is crucial to view them as opportunities for growth By analyzing the feedback, restaurant owners can identify weaknesses in their operations and take actionable steps to enhance their establishment's performance Embracing constructive criticism can lead to significant improvements and a better overall dining experience.
Always reply to the reviews in a positive manner.
The website which we have online should be optimized and responsive to give the customers exactly what they are looking for.
Organizing contests, giving discounts, coupons, membership, seasonal special dishes, use everything to promote the restaurant and make it an interesting and fun place to dine in.
POSSIBILITES OF THE SUGGESTED SOLUTIONS
1 Wastage of food and quality of food.
Food quality is crucial for restaurants, making food wastage a significant concern Many establishments discard unused ingredients and customer leftovers, contributing to excessive waste To address this issue, restaurants should conduct regular waste audits—weekly or monthly—to identify the sources of food waste By understanding where waste occurs, restaurants can develop targeted strategies to minimize it, ultimately benefiting their operations and sustainability efforts.
To minimize food waste in restaurants, it is essential to purchase only necessary items in appropriate quantities Cooking products that are nearing expiration can further reduce waste Additionally, staff should consistently offer customers the option to take home leftovers, ensuring that food from their plates is not wasted.
These solutions can be possible up to a certain point with proper and responsible staff who will share the same ethics of the restaurant.
2.Poor customer experience and customer service.
To cultivate loyal customers in your restaurant, exceptional customer service and experience are essential While food quality is crucial, service-related complaints, such as rudeness or incorrect billing, are also common Addressing these issues starts with thorough staff training to ensure they effectively represent your business Most service complaints can be mitigated through proper training; however, if problems persist despite training, it may indicate that certain staff members are not suited for their roles.
Customers often express concerns about menu prices, perceiving them as overpriced, which may deter them from enjoying a nice meal To address this, offering smaller platters of popular dishes can provide a more affordable option while maintaining the same quality and presentation Additionally, the restaurant's environment plays a crucial role in customer satisfaction; issues such as poor table positioning, excessive noise, and loud music can detract from the dining experience Solutions include thoughtful restaurant layout design to avoid overcrowding, implementing a climate control system for comfort, and managing music volume to facilitate conversation Creating the right ambience, with appropriate lighting, is essential for enhancing the overall mood and enjoyment of the dining experience.
All these solutions can be easily achieved by the restaurant by keeping a track on the internal as well as the external system of the restaurant.
Effective marketing is crucial for promoting your restaurant, as it helps attract potential customers through a well-designed website that showcases your food and ambiance A visually appealing and user-friendly site can enhance customer interest, but it also invites feedback, including both positive and negative reviews It’s essential for staff to respond to all comments graciously, as this can influence the restaurant's reputation A well-optimized website not only boosts recognition but also increases profits by ensuring visitors have a positive experience To facilitate online food sales, the menu should be clearly visible and easily navigable, catering to all levels of tech-savviness to encourage smooth ordering.
Effective communication is key to resolving any customer complaint Start by actively listening to the customer's concerns without interruption, demonstrating genuine care and attention Apologize sincerely for their unsatisfactory experience before proposing a solution to their issue Enhancing the interaction with a complimentary item, such as a drink or dessert, can significantly improve the customer's perception Ultimately, aim to ensure that the customer leaves feeling satisfied and in a positive mood These fundamental strategies can greatly enhance customer relations in a restaurant setting.
CONCLUSIONS AND RECOMMENDATIONS
This final chapter of the thesis presents the research conclusions and offers recommendations derived from the findings The conclusions reflect the outcomes of the study, while the recommendations are grounded in both the research results and the theoretical framework utilized.
This thesis examines the Thai Market restaurant, focusing on key aspects such as service quality, product standards, and staff management It evaluates the restaurant's strengths and weaknesses, addressing challenges faced in operations and offering practical solutions Data was collected through surveys and credible online sources, including sales revenue statistics from the restaurant to ensure reliability The study provides insights into food quality, customer service, and marketing strategies, along with recommendations for improving waste management, enhancing food quality, enriching customer experiences, and revamping the restaurant's website for better marketing effectiveness.
Despite facing time constraints and having limited qualifications and experience, I successfully completed this thesis with the invaluable support of my advisor, Ms Le Hoang Phuong I am also grateful to the lecturers of the Foreign Languages department at Duy Tan University and the dedicated staff of the Thai Market restaurant for their assistance throughout this process.
To enhance customer satisfaction in Thai Market restaurants, it is essential to implement the solutions outlined in the thesis The primary focus of the research was to assess the quality of customer and product services One key recommendation is for restaurant staff to improve their efficiency, minimizing delays for waiting customers.
Based on my experience at Thai Market restaurant, I propose that the Faculty of English enhance the learning process by organizing field trips, enabling students to practice and observe essential work skills Additionally, establishing English clubs would provide students with opportunities to meet and discuss ideas, helping them build confidence in communicating with foreigners.
Finally, the institution should host several career and training seminars for students to assist them in clearly orienting their future lives.
My name is Le Quang Hoang Dung, and I am a senior majoring in English for tourism at Duy Tan University in Da Nang I recently completed a six-week internship at the Thai Market restaurant, where I am seeking constructive feedback on my graduation paper I would greatly appreciate it if you could take the time to address several key questions, as your insights will provide valuable information for my research and help enhance the quality of service at the Thai Market restaurant.
I thus guarantee that your personal information will be kept private and will not be shared with anybody else Thank you for your consideration and support.
2 How often do you go the restaurants?
3 How would you value the rate of our food?
4 How would you rate the service quality?
Do the staff’s communication skills satisfy you?
5 If there were any issues, did your server handle them well?
A If you ordered online, did the food appear and taste fresh when it arrived?
B Is the customer service at Thai market restaurant qualified to make you comfortable?
C If there were any issues, did your food server handle them well?
D Finally, would you be willing to recommend Thai market restaurant to your friends, relatives, colleagues, etc?
A Definitely yes B Not sure C No
Thank you very much for your assistance!
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