AN INVESTIGATION INTO THE REAL SITUATIONS AND SOME SOLUTIONS TO IMPROVING THE SERVICE QUALITY OF THE RECEPTION DEPARTMENT AT DANANG TRADE UNION HOTEL

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MINISTRY OF EDUCATION AND TRAINING
DUY TAN UNIVERSITY
FACULTY OF ENGLISH

GRADUATION THESIS
BUI THI PHUONG NGA

AN INVESTIGATION INTO THE REAL
SITUATIONS AND SOME SOLUTIONS TO
IMPROVING THE SERVICE QUALITY OF THE
RECEPTION DEPARTMENT AT DANANG TRADE
UNION HOTEL
GRADUATION THESIS IN SOCIAL SCIENCES AND HUMANITIES

DA NANG – May 2021


MINISTRY OF EDUCATION AND TRAINING
DUY TAN UNIVERSITY
FACULTY OF ENGLISH

GRADUATION THESIS
BUI THI PHUONG NGA

AN INVESTIGATION INTO THE REAL
SITUATIONS AND SOME SOLUTIONS TO
IMPROVING THE SERVICE QUALITY OF THE
RECEPTION DEPARTMENT AT DANANG TRADE
UNION HOTEL
Major

: English for Tourism

Code

: 702

SUPERVISOR: MAI LAN THI, M.A.

DA NANG – May 2021


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ACKNOWLEDGEMENT
In fact, there is no success without support and help. In the process of
completing this graduation paper, I have received a lot of help, guidance and

encouragement from teachers, colleagues, friends and family.
Firstly, I would like to express my deep gratitude to my guidance advisor from
the Faculty of Foreign Languages of Duy Tan University, M.A, Mai Lan Thi for his
guidance and encouragement in doing this research. I am truly grateful for his
advice and suggestions right from the first step.
Secondly, I would like to express my gratitude to all the teachers who gave me
useful knowledge and materials. Not only that, they also inspired and facilitated me
during my study and practice at Duy Tan University. That is the important
foundation for me to complete this paper in the best way
Finally but not least , Members of my family give advise and useful life lesson
to me.

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STATEMENT OF AUTHORSHIP
I declare that this graduation paper has been composed myself, and described
my own work, unless otherwise acknowledged in the text. Except where reference
is made in the text of the graduation paper, this graduation paper contains no
material published elsewhere or extracted in the whole or in part from the
graduation paper by which have qualified for or been awarded another degree or
diploma. No other person’s work has been used without due acknowledgement in

the graduation paper. This graduation paper has not been submitted for award of any
degree or diploma in any other tertiary institution.

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ABSTRACT
In this graduation paper investigates the real situation and provides solutions to
improve the service quality of the Reception Department at Danang Trade Union
Hotel. This case study is conducted on the basis of theory and practical data. In
order to get results, I have gathered all the main relevant information about hotel,
tourists, etc... from primary and secondary sources, such as textbooks, the Internet,
as well as receptionist data and customer reviews of the hotel through my surveys,
findings and observations. Based on this information, I will outline some of the
characteristics of the staff, the service, the organizational structure and then propose
some suggestions to improve the service quality of Reception Department at the
hotel

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ABBREVIATIONS
FO : Front Office
Sqm: Square meters

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TABLE OF FINGURES
Tables:

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PART A: INTRODUCTION
1. Rationale

More recently, the speed of development of science and technology together
with the developed economy has helped improve people's material life. Besides,
tourism has made great development steps in Vietnam. Tourism is widely promoted,
because it offers potential and employment opportunities, creates revenue for the
country and becomes a source of revenue for the government. This requires all
businesses, to give high priority to the provision of high quality services, to meet
growing demand.
The growth of Vietnam's tourism industry in recent years has contributed
significantly to the hospitality industry. With the increasing number of hotels today,
the hotel must take measures to attract and thereby assert its competitive position in
the market. Vietnam has a stable economy, rich culture, beautiful natural landscapes
and world cultural heritages ... capable of attracting high tourists. In addition,
Vietnam also has many opportunities to attract investors around the world, creating
favorable conditions for hotel business - developing tourism in the future.
In the hotel business, reception and other services are important factors to
create the image of the hotel in the minds of customers. Customer care is a difficult
and complex task, but it is very important and can affect product quality.
The reception department

provides all information about hotel services and

sales of products and services to guests. This is the first and last part to interact with
guests, making a first and last impression on the quality of the hotel. In other words,
"Show Case Window" reflects the image of the hotel. This is also the place where
businesses can receive and resolve customer complaints and questions. From there,
it is possible to explore the different needs of customers, to meet and meet their
maximum needs.
Therefore, improving the service quality of the reception is very necessary.
Moreover, the hotel and tourism business is becoming increasingly fierce. This fact

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requires businesses to implement measures to improve service quality to turn it into
a competitive advantage
Recognizing the importance of receiving, as well as improving the quality of
service at the reception, with the guidance of dedicated teachers, I decided to choose
the topic “

An Investigation into the Real Situations and Some Solutions to

Improving the Service Quality of the Reception Department at Danang Trade Union
hotel”

2.Aims and objectives:
2.1. Aims
•

Find out the function, duty and importance of the reception in the hotel, give
solutions to improve this department.

•

Assessing of hotel business situation, the strengths and weaknesses in the
service at the reception of Danang Trade Union Hotel thereby offering solutions to
improve and improve service quality.
2.2 Ojective

•

Determining the factors affecting the quality of service of the reception
department at Danang Trade Union Hotel

•

Assessing the satisfaction of guests with the quality of the reception department
at Danang Trade Union Hotel

•

Proposing some solutions to improve the service quality of the reception
department at Danang Trade Union Hotel
3. The scope of study.

Focus on competence, work and service related elements. In addition, there are
issues such as Labor structure, Hotel facilities, Business area, situation arrivals of
guests . To explore these issues, I will look directly at the Reception Department at
Danang Trade Union Hotel. In order to have stale data, I will collect information by
doing some surveys with the guests of hotel.
Next, the research data will assess the quality of hotel services and analyze the
actual situation of the hotel through the data I gathered.

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Finally, provide practical solutions to improve and advance the service quality
of the reception.
4. Method of study.

- Data collected: Directly observe the activities and working processes of
receptionist at Danang Trade Union hotel to collect data. These data are processed
and analyzed for inclusion in the thesis.
- Questionnaires and interviews: I designed a questionnaire to give to tourists
in Danang Trade Union hotel to get their information and ideas when they are at the
hotel.
- Survey and observe productivity.

- From the data and information I have collected, analyzed, compared,
combined with practical theory to evaluate the quality of service at the reception.
5. Organization of the study.

This study consists of the following three parts:
•

Part A is an introduction to the graduation paper covering the rationale, goals and
objectives, scope of the study, research methodology and research organization.

•

Part B talks about development; It consists of three chapters:
- Chapter 1 is the theoretical basis of the hotel industry,
reception department and service quality in the hotel.
- Chapter 2 is a description of the general of Danang Trade Union hotel,
Reception and Organizational Department at this hotel.
- Chapter 3 is analyzing and evaluating the problem

•

Part C talked about some solutions to improve the service quality of the Reception
Department at Danang Trade Union hotel.

PART B: DEVELOPMENT

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CHAPTER I: THEORETICAL BACKGROUND
1.1. An overview of the Hospitality Industry.
1.1.1. Tourism
When it comes to tourism it is almost varies by each person and each source.
There is no consensus. Nearly every organization defines "Travel" differently. But
when it comes to explaining it we refer to the following definitions:
The World Tourism Organization defines tourism more generally, in terms
which go "beyond the common perception of tourism as being limited to holiday
activity only", as people "traveling to and staying in places outside their usual
environment for not more than one consecutive year for leisure and not less than 24
hours, business and other purposes.
Tourism can be domestic (within the traveller's own country) or international,
and international tourism has both incoming and outgoing implications on a
country's balance of payments.
Tourism Law of Vietnam (2005) defines: "Tourism is activities related to
human travel outside of their regular residence to meet the needs of sightseeing,
study and entertainment, vacation for a certain period of time”.
1.1.2. Tourist

In Article 4, chapter I, the Vietnam Tourism Law (2005) stipulates: "Tourists
are people who travel or combine with travel, except those who go to school, work
or practice to receive income in destination'' (issued on June 14, 2005).
1.1.2.1 Domestic tourists

Domestic tourists: are Vietnamese citizens and foreigners permanently
residing in Vietnam traveling within the territory of Vietnam.
1.1.1.2. International tourists
International tourists: are foreigners, overseas Vietnamese entering Vietnam to
travel and Vietnamese citizens and foreigners residing in Vietnam to travel abroad.
Thus, the group of international tourists is divided into 2 specific categories as
follows:

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- Inbound tourist: Foreigners and Vietnamese residing overseas to travel to
Vietnam
- Outbound tourist: Vietnamese and foreigners residing in Vietnam travel
abroad
1.1.3. Hotel
1.1.3.1. Definition of hotel
When talking about hotels, people often understand that this is the basis for
renting houses. The hotel is a business base providing accommodation, meals and
other guest services. According to Vietnam Standard TCVN 4391: 2009 on tourist
hotels: "The hotel is a tourist accommodation with at least 10 rooms, and ensures
the quality of facilities, equipment and services needed. set for travelers ".

Morcel Gotie, a travel and hotel researcher, defined: "The hotel is a temporary
accommodation for visitors. Along with the bedrooms, there are restaurants with
many different categories.
In the handbook of wod travel have note: “Hotel is high-rise buildings, provide
services such as sleeping, eating and additional services for tourists aimed at
profiting”.
1.1.3.2. Classification of hotel
Hotels can be divided into many different criteria depending on the scale,
location and travel form of the passengers.
1.1.3.2.1. Size- Or number of room
-Using the size parameter, hotel can be classified into:
Small hotels: These are hotels whose number of customers rooms does not
exceed 25
Medium hotels: They include hotels with the number of guest room ranging
between 26 to 100.
Large hotels: These are hotels whose numbers of customers rooms ranges
between 101 to 300
Very large hotels: These are hotels with more than 300 guest rooms

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1.1.3.2.2. Location:
Airport Hotels
They are located near airport. The guests in transit use them for short stay. The
object of this hotel is the businessmen, passengers of international airlines and
international ships stopping in transit at airports and seaports due to mandatory
schedules or for unexpected reasons. Most airport hotels have between 200 and 600
guest rooms with full service. The restaurant hours and room services are
sometimes extended or offered for the whole 24 hours to meet all the needs of
people with feelings of being in different and unfamiliar time zones.
City Center
Located in the heart of the city near commercial area. This type of hotel is
built in the heart of big cities, densely populated urban areas. The object of this
hotel is for business travelers, attending conferences, seminars, businessmen. , still
active and sports fans, visitors to relative.
Motel
They are small hotels usually located on highways. Transit guests use them.
Highways to serve passengers traveling on national highways using motor vehicles
such as motels. accommodation, food service and transportation services such as
repair, fuel suppl
Suburban Hotel
They are located near urban area. Budget guests use them. The level of
facilities and amenities of this hotel are adequate and luxurious at average level,
providing the services also at average level of quality.
Resorts

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They are on the beaches, mountains, islands, or on the river banks. Types of
resort hotels are often built in places of natural resources such as islands, forests
and mountains. Architecture for construction of low-rise villas. The object of the
hotel guests to relax, scientists study the ecological environment
Rotels
They are hotels on wheels such as Deccan Odyssey train. These are hotels
designed to rotate on wheels. Some of them may be equipped with air conditioning
facilities and be attached to well-furnished bars and restaurants.
Transient Hotels.
These are hotels that provide services to en-route travelers. They are
developed close to airports, seaports, and railway stations, operating around the
clock to offer room and commercial services to transient travelers. Being 5-star
hotels, these hotels target business clientele, airline personnel, and passengers
whose flights have been canceled.
1.1.3.2.2. Service level
Hotels with high-class services (according to international standards)
These hotels are also called luxury or upmarket hotels and mainly target the
affluent. They provide high-end, personalized services with a keen emphasis on
class and excellence. Luxury hotels offer exquisite décor, upscale lounge and
restaurants, opulent rooms, concierge services, and ample facilities. Moreover, these
hotels have designer
swimming pools, tennis courts, golf courses, shopping arcades, health spas,
beauty salons, as well as sauna and Jacuzzi.
The hotel has an average service

They come after the Upmarket hotels, offering modest services to clients, most
of whom are travelers. These hotels offer room services, as well as 24-hour railway
or airport commute services. Most Mid-Range hotels have between 150 and 300
guest rooms.

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The hotel has limited service
This type of hotel mainly focuses on attracting groups of guests such as
families with children, groups of young guests, holiday visitors, associations. These
customers
1.1.3.3. Definition of Boutique hotel.
Boutique hotel is small and costly hotels that mainly target the elite class.
Each room in these hotels has a unique personality, and the decoration style of each
restaurant carries a theme of the menu, the food served, and the staff uniform.
Boutique hotels provide a lodging experience different from the offered by midrange and large hotels. Moreover, they have unique architecture, décor, size, and
style qualities that make these hotels stylish, hip, relaxed and luxurious.
1.1.3.3.1. Location.
Usually located in the trendiest crowded urban area. In densely populated
places, fashionable, lively and upscale residential areas.

1.1.3.3.2. Size- Or number rooms.
Small scale, not less than 10 rooms and no more than 100 rooms. The feeling
of intimacy and privacy
1.1.4 Hotel Business
These hotels are the largest group of hotel types and they primarily cater to
business travellers and usually located in downtown or business districts. Although
business hotels primarily serve business travellers, many tour groups, individual
tourists and small conference groups find these hotels attractive. Hotel business is a
business based on the provision of accommodation, catering and other
complementary services for guests to meet their needs for accommodation.
1.1.5. Quality of service in hotel
1.1.5.1. Definition.
The quality of hotel service is an assessment drawn from a comparison
between the expected quality and the quality of customer service. From the

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perspective of service consumers, the quality of hotel services is the level of
customer satisfaction
Customer satisfaction is the internal feelings of every individual which may be
satisfaction or dissatisfaction resulting from the assessment of services provided to

an individual in context to customer’s anticipation by an organization Hotels are
continuously trying to improve the service just to satisfy their customer because
higher customer satisfaction will leads towards customer loyalty.
The quality of hotel services also needs to be modified and adjusted to suit the
actual requirements.
In short, we can understand the quality of services: the appropriate level of
service of tourism suppliers that meet the requirements of the market tourist’s target.
1.1.5.2. Criteria for evaluating service quality
•
•
•

Tangibles: This includes physical equipment and facilities
Reliability: This includes ability of delivering committed reliable service
Responsiveness: This refers to the service employees’ ability and desire to help

customers and provide them with rapid service
• Assurance: This is the employees’ knowledge and humility and ability in creating
•

confidence and reliability among customers
Empathy: This is refers to respecting and valuating customers

1.2. General introduction about Front Office department
1.2.1. Definition of Front Office department
The Front Office Department is the hotel representative, providing hotel
information for guests. It is the first and last area guests see and interact. The Front
Office department is the place to receive and resolve all complaints and complaints
of customers and is the department that understands all tastes of customers. In
addition, this department also has the task of collecting information and transferring

information to other parts of the hotel.

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1.2.2. Mission of the Front Office department
• Greet guests as soon as they arrive
• Encourage guests to upgrade rooms, in order to maximize room revenue
• Control and distribution of rooms for guests
•

Provide, introduce information about services inside and outside the hotel for guests
• Selling rooms and other hotel services
• Check-in, receive information about check out, check out early - late
• Registration of temporary residence, temporary absence for guests
• Making and maintaining records for guests
• Administering telephone service
• Receive and resolve complaints from guests
• Track, update, synthesize the cost of guests
• Making payments and billing
• Checking out guests
1.2.3. The Front Office department organization chart.

The structure of the Section of the Lobby Division depends on the size of
the hotel business, the physical scale of the hotel, and the hotel management
policy. There is an appropriate personnel structure to ensure the best service
for the guests. The following is an outline of the FO department for some
large hotels.

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Front Office Manager
Secretary
Assistant Front Office Manager

Assistant
Manager

Guest Relations
Officer
Chief
Concierge

Reception
Supervisor

Reservations

Telephone

Manager

Supervisor

Assistant
Chief
concierge

Assistant
Reception
Supervisor

Revervation
s Supervisor

Assistant
Telephone
suoer

Assistant Chief
Concierge

Senior

Reception

Revervatios
Clerk

Telephone
Operatoe

Airport
Supervisor

Airport
Repersentative

Comcierge

Bellman

Valet
Parking
Figure 1: FO Department Organization Chart

CHAPTER 2: CASE DESCRIPTION

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2.1. An Overview of Danang Trade Union Hotel
Danang Trade Union Tourist Operation Center was established in 2006 with a
full range of services such as bedroom, restaurants, halls, massage, sighseeing tours,
entertainment services…Plus a team of staff with high professional qualifications,
dedication and professionalism.
It Located in 02 Ong Ich Khiem Street, Danang City, near the international
airport, near the commercial center of the city, convenient for tourists who want to
enjoy the sightseeing night and shopping, which designed in style that combines
Vietnamese tradition and modernity. Cong Doan

Hotel is 3-star international

standard with 140 room, one of the few large-scale hotels in Da Nang city. Types of
room divide into 4 types: standard double, superior, deluxe, suite. In each room is
full of basic facilities such as air conditioning, refrigerator, flat-screen TV with a
variety of channels, bathroom with large bathtubs and hot water.
Name of company: Danang Trade Union Tourist Operation Center
Address: 02 Ong Ich Khiem- Danang City- VietNam
Tel: 023633289139
Fax: 02363838444
Email:
Webside: hotel84.com/da-nang/khach-san-cong-doan-thanh-binh.htmt.

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2.1.1. Guest room and facilities
 Deluxe room view (25 smp)

-Deluxe Rooms are spacious and luxurious, with quiet space with window or
balcony and a comfortable sitting area.
-Bed type: single or double
-Children and Extra bed: 0

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All rooms are fully equipped with all facilities: air conditioning, wifi, hair
dryer, fridge, kettle, LCD TV, slippers, safety deposit box, free spring water.



Standard Double/ Twin ( 20 smq)
- Standard double has each balcony overlooking to the park and townhouse,
the room is spacious and airy, the interior decoration is uniform and luxurious with
high quality brown colored wood combined with whitish color of the room walls
creating a harmonious and cozy space
-Bed type: double
-Direction: Park view
All rooms are fully equipped with all facilities: free wi-fi internet, electronic
key system, air conditioning, hairdryer, desk phone free, TV, slippers, safety deposit
box

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 Superior view( 15 sqm)
- Deluxe Rooms are spacious and luxurious, with quiet space with balcony
-

overlooking to the park and townhouse.

Bed room: 2 single beds
Direction: Park view
All rooms are fully equipped with all facilities: free wi-fi internet, electronic key
system, air conditioning, hairdryer, desk phone free, TV, slippers, safety deposit
box.

-

Suite Room view(40 smq)
Suite room is the place to best enjoy life, the

room is decorated

warmly and

luxuriously.
Bed room: 01 large double bed

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Direcroom: Park view
All rooms are fully equipped with all facilities: free wi-fi internet, electronic key
system, air conditioning, hairdryer, desk phone free, TV, slippers, safety deposit box

2.1.2. Organizational Structure of Danang Trade Union Hotel

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General Director

Deputy General Director

House-keepingFood
Manager
Front Office Manager
& Beverage
Sales
Manager
and Marketing
Chief
Manager
AccountantHuman

Manager
Resource Manager

Stafffff

Staff

Staff

Staff

Staff

Staff

Figure 2: Organization Structure of Danang Trade Union Hotel
2.2. Introduction about FO department at Danang Trade Union Hotel
2.2.1.The Organization Structure of FO department at Danang Trade Union
Hotel
The receptionist at the hotel is divided into 3 shifts:
-

Morning: 6:00 - 14:00
Afternoon shift: 14:00 - 22:00
Dinner: 22:00 - 6:00
Staff come 15 minutes in advance to hand over the shift

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Front Office
Manager

Recetionn Supervisor

Bell Captain

Cashier

Receptionist

Figure 3: Organization Chart of FO Department at Danang Trade Union Hotel
Receptionist


Coordinate with housekeeping and make sure the room is always clean
when guests arrive



Introducing advice to guests using all hotel services



Receive feedback, requests from guests and solve quickly with
other departments



Answer all questions of passengers, if, outside their scope, they must
immediately contact the relevant departments



Payment, do the check out procedures for customers.
Reservation Woker:



Receive and process booking requests

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