MARKETING DỊCH VỤ - MƯỜNG THANH

Ho Chi Minh Open University
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JUNIOR GENERATIONS
Ho Chi Minh City – 2021

MUONG THANH MARKETING
SERVICE
MIDTERM GROUP EXERCISES
Major : Business Administration
MEMBER:
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TRAN NHUT THANH THIEN
NGUYEN CONG HIEU
NGUYEN HOANG MINH
PHAM THI TO UYEN
TRAN THI ANH TUYET

Class : Q9D2
Lecturer: Nguyễn Trần Cẩm Linh


Assignment Of Duties

I.

Executive Summary

Muong Thanh is the largest hotel group in Vietnam, Muong Thanh has been
operating in the hotel industry since 1997, more than 24 years. Muong Thanh
Group is one of the prominent and pioneering groups in the field of
accommodation services. During its operation, Muong Thanh has contributed to
improving the Vietnamese economy as well as making great contributions to
building the face of the accommodation service industry. In particular, Muong
Thanh Da Nang is the first 5-star hotel of Muong Thanh Group established in
2017, is one of the outstanding hotels and is the accommodation choice of many
tourists when visiting Da Nang. .
The business market of the hotel industry and accommodation services in Da Nang
is growing strongly and has many prospects. That also means that in Da Nang
there are more and more strong competitors compared to Muong Thanh such as
Intercontinetal Da Nang, A Larcate Da Nang or Herriott Hotel... So in the process
of operation, it is noticed that the service quality of Muong Thanh Hotel currently
declining and less capable than competitors, we recommend a Marketing plan to
improve the service quality of Muong Thanh Luxury Hotel Da Nang
Marketing Plan provides analysis and reasoning, as well as solutions to problems
such as hotel service quality, hotel service gaps, Marketing Mix 7Ps plans to help
hotels improve and promote Service that we will upgrade. The plan also includes a
notice of the cost and time to implement the specific plan. The plan will be
implemented from October 2021 and will last until May 2022. Based on the


marketing plan and strategy that we propose, we believe that the service quality of
Muong Thanh Luuxry Hotel will improved in the most effective way to enhance
competitiveness with competitors in the same area, improve brand awareness and
attract more customers interested in using services at Muong Thanh Luxury Hotel
Da Nang

Contents
I.

Executive Summary ..................................................................................................... 2

II.

Background and Vision: .............................................................................................. 6

III. Industry Research ........................................................................................................ 7
1.

General Market Information .................................................................................. 7

2.

Competitors ............................................................................................................ 9

IV. Service Quality Analysis ........................................................................................... 13
1.

Tangibles: ............................................................................................................. 13

2.

Reliability: ............................................................................................................ 16

3.

Responsiveness: ................................................................................................... 16

4.

Assurance: ............................................................................................................ 17

5.

Empathy: .............................................................................................................. 17

V.

Service Quality Gap Analysis ................................................................................... 18
1.

Gap 1 (Knowledge Gap) ...................................................................................... 18

2.

Gap 2 (Policy Gap): ............................................................................................. 18

3.

Gap 3 (Delivery Gap): ......................................................................................... 19

4.

Gap 4 (Communication Gap): .............................................................................. 19

5.

Gap 5 (Perception Gap): ...................................................................................... 19

6.

Gap 6 (Service Gap) : .......................................................................................... 20

VI. Gap Solution (Gap Solution): .................................................................................... 20
1.

Gap 3 (Delivery Gap): ......................................................................................... 20

2.

Gap 5 (Perception Gap): ...................................................................................... 21

3.

Gap 6 ( Service Gap ): ......................................................................................... 22

VII. Marketing Mix ( 7Ps) ................................................................................................ 22
1.

Product: ................................................................................................................ 22

2.

Price: .................................................................................................................... 24

3.

Place: .................................................................................................................... 26

4.

Physical Evidence : .............................................................................................. 26

5.

People: .................................................................................................................. 28

6.

Process: ................................................................................................................ 31

7.

Promotion: ............................................................................................................ 33
❖

Big Idea ............................................................................................................. 33

❖

PR ..................................................................................................................... 37

❖

Action Plan and Budget .................................................................................... 41


II.

Background and Vision:

Muong Thanh Luxury Da Nang 5-star standard hotel was opened and put into operation
to serve customers from May 15, 2017. The hotel was build with the desire to catch up
with the general trend of the country. Moreover, Vietnam's tourism industry has also
transformed to catch up and harmonize with the development atmosphere with
international trends.
The hotel belongs to Muong Thanh hotel group, recognized as "Vietnam's Largest Private
Hotel Chain". This is the first 5-star hotel of Muong Thanh during its operation in the
field of accommodation services. At the same time, Muong Thanh Luxury Hotel is the
second hotel of Muong Thanh Group in Da Nang city and is part of a chain of 53 hotels
and hotel projects currently present throughout Vietnam. Representative of the investor is
Mr. Le Thanh Than, the initial investment capital for the hotel was nearly 500 billion
VND.
The hotel is built in a prime location, close to My Khe beach, on the right is Ngu Hanh
mountain, on the left is Son Tra peninsula. The familiar landmarks of the Marble
Mountains such as Thuy Son, Hoa Son, Tho Son, Moc Son, Kim Son have been used by
the hotel to name special areas inside the restaurant such as the bar, the campus. ... with
the desire to promote and preserve the cultural and geographical characteristics of the Da
Nang area.
Muong Thanh Luxury is a 5- star luxury hotel erected in the central position of major
metropolises across the country and notorious sightseer areas of Vietnam . With longterm experience in hotel and human services, Muong Thanh is performing quite well its
role and position in the accommodation service industry in Vietnam.
The mission of Muong Thanh Hotel Group is to promote and provide leading
accommodation services and hotel products associated with the cultural values of the

Vietnamese ethnic groups,spreading on-cultural andnon-cultural values as well as the


good rates of the Vietnamese nation. Muong Thanh Hotel believes that any customer who
sets foot in all parts of Vietnam, they deserve to experience, admire, and receive warm
love from all Vietnamese people.
Sustainable development orientation will be the right goal for all business activities.
Therefore, Muong Thanh Hotel Group is always firmly convinced and consistent with the
business philosophy associated with the mission of preserving and developing the culture
and core values of Vietnam, along with implementing the development and promote
programs of activities to preserve and introduce the unique beauties of the Vietnamese
nation. Contributing to the development of local economies through investment in
regions with developing economies, reducing unemployment, training large human
resources for the tourism sector. Moreover, many more activities are organized for the
community and other living environment. Muong Thanh Hotel Group hopes to grow
stronger and become one of the leading enterprises in Vietnam, thereby creating a solid
foundation for employees, customers and contributing to the strong development of the
economy. country in the future.

III.

Industry Research

1. General Market Information
According to statistics in 2011, it is estimated that the whole city of Da Nang has about
260 accommodation establishments with the number of 8,736 rooms. By 2017,
accommodation facilities had been increased to 693 accommodation establishments with
28,780 rooms. In 2019, according to a report by the Danang Department of Tourism, the
total number of accommodation establishments as of June 2019 has increased to 820
accommodation establishments with 37,432 rooms. Has increased by 100 establishments

with 5,901 rooms compared to June 2018. And it is estimated that from 2020 - 2021 will
grow strongly compared to the past years, with an average annual estimate of about 86
hotels appear with 6,000 rooms. Along with the rapid development of tourist
accommodation establishments, Da Nang also becomes one of the potential tourist
destinations full of development.


Thereby, Muong Thanh Luxury Da Nang hotel needs to capture the travel needs of
domestic and foreign customers. Improve the quality in the hotel management process,
monitor and apply new market trends, improve the quality of customer care services,
understand and meet the needs of customers in and around the world. foreign.
Da Nang city is one of the famous tourist destinations in Vietnam. Tourists to Da Nang
continuously increase and especially international tourists. In 2017, Da Nang welcomed
international tourists with the number of 2,030,000 tourists, helping the total number of
domestic and foreign tourists to increase compared to 2016 by 69.39%. In 2018, the
international tourist market to Da Nang continued to increase by 23.3% compared to 2017
with 2,807,700 million arrivals, increasing the total number of domestic and foreign
tourists to 38.31%. tourists compared to 2017. In 2019, the number of international
tourists increased by 3,190,000, increasing the number of domestic and foreign tourists to
13.6% compared to 2018.

Lượt khách quốc tế

2016
1.198.393

2017
2.030.000

2018

2.807.700

2019
3.190.000

Tăng theo từng năm (%)

22,97

69,39

38,81

13,62

Based on statistics from the Danang Department of Tourism, the total number of tourists
from domestic and foreign customers in June 2020 is estimated at 454,764 arrivals and
has decreased by 48.8% compared to June 2019. However, the number of tourists in June
2020 has increased by 85% compared to May 2020. In 2021, it is estimated that in 11
months of the year, the number of tourists coming to accommodation establishments will
reach about 1.12 million visitors. In which, international tourists accounted for about
96,300 arrivals and domestic tourists accounted for nearly 1.03 million arrivals.
Da Nang stands out with its idyllic, simple, yet rustic features, but the beauty of Da Nang
makes anyone who sees it flutter. Da Nang is an ideal place for travel with a convenient


location. In addition, Da Nang is also an ideal location with a city with rivers, mountains
and sea, along with harmonious and pleasant weather. Food with an extensive menu is
also an important part to add beauty to the culture of Da Nang. It will make domestic and
foreign diners feel excited and impressed. Architectural works and monuments imbued

with Vietnamese cultural identity are also highlights of the cultural beauty of Da Nang.
Famous pagodas in Da Nang: Linh Ung Bai But pagoda, Tam Thai pagoda, Linh Ung Ba
Na,...
The people of Da Nang are associated with a spontaneous, idyllic, friendly and
hospitable image. The simplicity from the gestures and actions of the people to make
domestic and foreign tourists feel loved.
Da Nang is a safe tourist destination, with high security. Da Nang City has implemented
and applied the "City of 4 Security". Da Nang is proud to be a rich, beautiful, secure and
civilized city, always raising the awareness of fighting strongly on crime prevention and
repelling, always ensuring security and order, and ensuring traffic safety. , food hygiene
and safety, improving the quality of social security. Domestic and foreign tourists can rest
assured when coming to Da Nang to enjoy the trip.

2. Competitors
HOTEL HERRIOTT & SUITE HOTEL
Herriott & Suite Hotel is a 3-star resort hotel located in Son Tra in Da Nang city.
With a convenient geographical location about 1.5 km from Song Han Bridge, 1.5
km from Indochina Riverside Mall and 800m from My Khe beach, it will be an
ideal place for tourists to experience the beautiful scenery. pretty. The hotel is
located near Vicom shopping center and Da Nang night market, making it easy for
tourists to shop. Herriott Hotel has an ivory white design as the main color tone,
Herriott wants visitors to experience a living space that is a bit classic, luxurious,
and brings a comfortable and cozy feeling. The hotel has designed transparent
glass doors so that customers can see the beautiful scenery of the city, the blue


beaches, thereby creating a relaxing and comfortable space. The hotel's rooms are
fully equipped with modern facilities to help customers feel comfortable. The hotel
provides services such as free Wifi, in-room dining, 24-hour security, daily
housekeeping, shuttle service, swimming pool, bar... The hotel wants to let

customers feel the care. attentive, caring, enthusiastic and brings the feeling of
home. Front desk service is available 24 hours. Reception staff can speak English
and Vietnamese, always willing to provide information and support customers
with the information that customers need. The hotel's staffs are friendly, dynamic,
enthusiastic, working professionally, fully and promptly meeting the needs of
customers.
Advantages:
The geographical location is convenient for traveling and exploring. The room
price is cheap but the quality is good compared to the common ground. The hotel
also provides facilities for people with disabilities or poor health
Disadvantages :
The cleaning service is not clean. Meanwhile, the laundry service is not working
well. Some staff also have a lack of interest in customers. The menu is not rich.
Rooms are not soundproof leading to disturbing customers.
A Lacarte Hotel Da Nang ( Main Opponent)
A Larcate Hotel is a 4-star hotel, A Lacarte Danang hotel is highly appreciated by
customers and reviewers for its view, luxurious rooms, convenient geographical
location, and enthusiastic staff. The hotel, located near Pham Van Dong beach and
My Khe beach, is an ideal place for tourists who want to enjoy the beauty of the
sea. In 2013, A Lacarte Hotel officially opened to welcome and serve tourists. A
Larcate Danang Hotel was built with 24 floors, including 202 rooms, 2 restaurants,


swimming pool, gym, bar, spa room, cafe,....Alacarte Hotel has a room design
with cardboard tones. The color is simple, simple but sophisticated, the rooms are
directed to a dreamy, luxurious, clean setting, enthusiastic and attentive staff. All
hotel rooms are equipped with modern amenities such as bathroom, air
conditioning, refrigerator, coffee maker, kettle, microwave, safe, cable TV,
kitchen. ,free wifi. The restaurant serves a variety of dishes from many different
countries such as Korea, Japan, America, France,... Reception staff are always

ready to serve 24 hours. Staff are equipped with good communication skills as
well as foreign language skills. Staff can speak English, Korean, Chinese through
which staff can clearly understand the needs of customers and support and solve
problems of domestic and foreign customers quickly. In addition, the hotel also
provides other services such as: conference room, gym, spa center, steam room,
massage, swimming pool, bar, facial care and beauty services.
Advantages
The restaurant has a rich menu from many different countries such as Korea,
Japan, America, France,.. Recreational activities are also diverse: swimming pool,
bar, gym, children's playground, room. gaming. In addition, the hotel also has
health care and beauty services that are more diverse and richer than most hotels in
Da Nang: spa center, steam room, massage, body treatment, facial care. The hotel
also offers a babysitting service for families with young children. Comfortable,
luxurious and sophisticated rooms
Disadvantages
Cleaning service is not clean, there is a lot of dust in the balcony and corridor. The
equipment in the hotel room is not well prepared and complete. Some equipment
such as in the room and gym are degraded after a period of use. Some rooms are
rated as small and do not have electrical outlets. Elevators are also complained by


customers for moving too slowly. Room soundproof is not good, there is a lot of
noise. The menu for breakfast is also rated as not rich
INTERCONTINENTAL HOTEL DANANG
InterContinental Da Nang is a luxury resort in Vietnam, the hotel is in the top 10
top hotels in Southeast Asia. Built in Son Tra peninsula with beautiful scenery
around panoramic view of the East Sea. InterContinental Hotel has an area of
about 3,000 hectares, the hotel's resort includes all 180 rooms, 5 villas overlooking
the sea, creating a private swimming pool and a suite of more than 20 suites. In
2019, the excellent resort entered the list of the top 100 best hotels in the world

and is a tourism symbol of Da Nang city. With a space separate from the city
center, located around the mountains, facing the sea is extremely unique, bringing
customers an impressive vacation experience. Designed in a special way, the most
luxurious, InterContinental Da Nang hotel is considered the leading resort in
Vietnam. Here, a variety of room types, more than 200 rooms and villas, are
arranged in a separate layout. The sea floor are independent villas, clearly showing
the level of service quality here. The ground floor consists of 4 buildings. With a
unique and impressive layout, each room has a different open design, facing the
sea without blocking the view of the sea. In addition, the heating system is really
top notch. The staff is well trained, ensuring 24/7 customer service. Staff can
speak languages such as: English, French, Chinese, ... to support and answer the
needs of customers when they need staff. What's more, InterContinental Da Nang
offers a variety of activities such as relaxing with an outdoor swimming pool,
windsurfing, snorkeling, or spa services, and children's entertainment areas.
Advantages:
The location is beautiful, direct view to the sea, near the sea, near many tourist
attractions. The hotel's room is beautifully designed, comfortable, romantic view.


High-class facilities, high-class, luxurious, elegant. The entertainment and
relaxation facilities are designed to be high-class and suitable for upper-class
customers. Various service activities for customers to experience. In general, the
quality of the hotel's services and facilities are highly appreciated and
commensurate with the money that customers spend.
Disadvantages:
The location is far from the city center, transportation problems are not
convenient. Price is too high. Orient the room to the North, limiting the view when
watching the sunset and sunrise.

IV.

Service Quality Analysis

1. Tangibles:
Muong Thanh Luxury Da Nang Hotel (Muong Thanh Da Nang) has 41 floors including
583 rooms designed and built according to 5-star hotel standards. The rooms are
equipped with advanced and advanced amenities such as free wifi access, air
conditioning, minibar, flat-screen TV, safety deposit box, private bathroom with
hairdryer, bathtub, shower and Free toiletries.
Rooms are designed in a traditional architectural style to bring a sense of comfort,
warmth and luxury. Guest rooms are equipped with a universal socket and a flat-screen
TV with cable channels. Some rooms have a seating area to chill in after a interfering
day. Each room has a individual restroom with bathrobes and slippers for guests' comfort.
The space in the room is cool and clean, each room has a window facing out, all rooms
are equipped with modern and comfortable equipment, a self-contained room with a
bathtub, to meet the needs of guests. luxury tourism.
The hotel's services include 24-hour security, souvenir shop, travel services, shuttle
service, laundry service, 24-hour room service, ticket service, luggage storage, ATM cash


withdrawal. on-site, fax/print/photocopy machine, concierge, private check-in/check-out,
smoking room, daily housekeeping, 24-hour front desk, elevator, meeting room facilities,
currency exchange, facilities for the disabled. The hotel also provides professional
conference and seminar services such as:
Conference room system equipped with modern led screen, sound and light with a
capacity of 70 - 700 guests: Rich eatery system, VIP eatery on the 39th bottom with a
capacity of 30-300 guests. The bar system in the lobby and the bar on the 39th floor is
luxurious and classy. Other services: 300m2 swimming pool on the 6th floor with Gym,
sauna service, massage and karaoke system with perfect equipment will satisfy you.
Recreational facilities at the hotel include gym, kids club, outdoor swimming pool, sauna,

spa, karaoke, massage with professionally trained staff.
Loại phòng

Diện tích (m2)

Giá cơng bố (VND)

Superior

35

1.460.000

Deluxe

35

2.120.000

Deluxe Ocean

33

2.350.000

Suite Grand

89

4.050.000

Figure 1: Types of hotel rooms


Figure 2: Amenities of the hotel

2. Reliability:
In general, the majority of customers are satisfied with what the hotel has committed to
bring to customers as the hotel has a staff who is dynamic, agile, enthusiastic and very
professional, providing excellent service. Convenience services meet all needs of
customers. However, some customers are still not completely satisfied with what the
hotel promises to bring. For example, some staff are still unprofessional.
3. Responsiveness:
The staff at the hotel is equipped with basic knowledge of restaurant - hospitality
operations, so the staff can fully meet the basic job requirements as well as solve daily
problems. in the hotel. The staff at the hotel completely meet the needs of support to
answer customers' questions, as well as thoughtful, dedicated guidance, providing the
most accurate and timely information for customers. when coming to experience and use


services at the hotel. However, in the process of serving, some employees still have a
superficial attitude, not agile enough to meet the needs of customers, unable to solve the
customer's situation.
The staff have foreign language skills such as English, Chinese, Korean, etc. That is one
of the important factors for employees to solve situations, meet the requirements in the
exchange process to help satisfy the needs of customers.
Staff support, provide full information about the customer's intention to change, check
out, move, cancel the room as well as the fee that the customer has to pay when
performing the process of returning the room.

However, some staff have not helped customers in transporting suitcases from the lobby
to personal cars, have not solved well when having problems related to breakfast, rooms
with unpleasant odors ...
4. Assurance:
When a customer in the process of using the service at the hotel has a problem with a
reservation, the staff is ready to solve the customer's problems in a thoughtful, dedicated
and especially timely manner. .
Some longtime employees have the ability to convince customers to book rooms and use
services at the hotel. These employees have the ability to communicate and satisfy many
customers, create fun, excitement and maintain customer loyalty to the hotel. From there,
customers will continue to use the service at the hotel in the coming times.
5. Empathy:
In addition to the dynamic, agile, enthusiastic and professional staff, staff at the hotel also
have the ability to understand the needs and feelings of customers, solve hidden needs or
needs. unspoken of the customer, thereby meeting the wishes of the customer. For
example, when a customer's family has an older person joining the service at the hotel,
but the elderly person's health is unstable, so they have to use a wheelchair, the staff can


Time to care, help customers in moving wheelchairs and inquire about customers' health,
consider supporting special equipment for patients, at the same time supplementing food
rations for the sick, elderly and children.
For guests who are children from 0 - 5 years old, they will be completely free of charge if
using existing beds in the hotel's room. Customers will feel satisfied with the hotel staff
about the dedicated attention as well as the accompanying services of the hotel that are
directed to the customer. That helps the image of the staff at the hotel better in the eyes of
customers, and that is the reason to keep customers coming to Muong Thanh Luxury
Danang Hotel in the next time.

V.

Service Quality Gap Analysis

1. Gap 1 (Knowledge Gap)
With 24 years of operation in the hotel industry and 4 years of operation in the Da Nang
area, Muong Thanh has completed and has very valuable researches on tastes as well as
psychology and preferences of tourists. Based on that, creating high-quality services and
meeting the needs of most customers using their services at Da Nang Luxury Hotel.
During the operation of Muong Thanh Luxury Hotel Da Nang, the hotel has been rated
quite high in the eyes of customers, sometimes there are still bad reviews, but in general,
customers are satisfied with the quality of their services. hotel and there are no significant
gaps or weaknesses in the design and delivery of the service.
2. Gap 2 (Policy Gap):
Good and in-depth research on the market as well as customer psychology has created
Muong Thanh an extremely good launching pad for development and expansion in the Da
Nang area. Muong Thanh Luxury Hotel has made good use of its research to develop and
build its own service model. Typically, the hotel has recognized that the Da Nang area is
one of the most prominent tourist areas in Vietnam, so it has to regularly welcome
foreign guests. Therefore, the hotel has provided more Asian and European dishes to
meet the diverse needs of foreign customers. At the same time, Muong Thanh Luxury


Hotel Da Nang also requires the front desk staff to know more English and Chinese to be
able to exchange and support foreign customers as smoothly and as possible. Muong
Thanh's conversion of collected information and research to add to its service quality has
really helped Muong Thanh to stand firm and perform well in the Da Nang area, favored
by many customers both at domestic and abroad.
3. Gap 3 (Delivery Gap):
Culinary services with good ideas but the ability and qualifications of staff are not
enough to satisfy some customers disappointed in food handling and processing. The

dishes made are not unique and diverse, the quality of the dishes is not delicious and not
up to the standard expected of customers and 5-star restaurants.
Even though there are good standards and regulations, the staff still do not meet the rules
well and the service attitude is still not appreciated, leading to unsatisfied customers
4. Gap 4 (Communication Gap):
Muong Thanh Hotel has performed very well its obligations and mission to tourists. The
hotel completely meets what Muong Thanh has promised to provide to customers.
Facilities and service quality completely meet 5-star hotel standards compared to
"National Standard TCVN 4391 (2009)". Therefore, the service quality of Muong Thanh
is completely commensurate with this position.
5. Gap 5 (Perception Gap):
Some customers are not satisfied with service quality as well as facilities. Customers
have not yet felt the value that the business wants to bring, leading to unsatisfied reviews
during the period of using the service of Luxury Hotel Muong Thanh.
For example: the problems of the design of the bathtub are not suitable and
uncomfortable for the customer, the facilities are not suitable for the customer.


6. Gap 6 (Service Gap) :
The frequent reception of many foreign guests in the Da Nang area in recent years has
caused the hotel to encounter many low ratings compared to customers' expectations. The
reason is that many foreign guests such as China, Russia and tourists from Western
countries have experienced the same types of accommodation services with the same or
lower number of stars but with much higher quality, this makes them have higher
expectations for a top 5 star hotel in Danang about issues such as: There is no private
beach, there are few foot wash areas, small swimming pool, food is not rich, ... However,
Muong Thanh Luxury Da Nang has not been able to meet the maximum expectations of
all customers, thus leading to some guests being disappointed during their stay at Muong
Thanh Luxury Da Nang. .

VI.

Gap Solution (Gap Solution):

1. Gap 3 (Delivery Gap):
Attention should be paid to training, regular training and retraining of staff, motivating
employees to work. Open more training sessions on behavioral and professional skills for
employees. At the same time, it is necessary to have conversations between employees
and managers to understand each other better, share experiences and shorten the gap.
Encourage and reward every month employees who have good attitudes, are praised and
satisfied by customers. At the same time, give specific disciplinary content to individuals
who are reported by customers, but only internally discipline, not publicly let employees
fix themselves, avoiding the case where employees are criticized for causing problems.
pressure
For the general department, the hotel needs to rejuvenate the staff. In addition to skill
training, the hotel should have incentives and incentives for employees who know other
languages such as English, Chinese, Japanese, Korean,... The hotel needs to learn more
about the application culture. behavior of other countries, learn about the habits,
psychology, preferences and taboos of domestic and foreign customers - maybe through


the press, the internet. Thereby communicating and re-training for employees, promoting
the ability to learn and improve professional skills.
Cleaning staff also need to have better treatment and stricter management, motivating
them to do well in cleaning rooms, corridors, and elevators regularly to improve the
hotel's image.
In terms of cuisine, the hotel must improve the quality and variety of dishes to help
customers have more choices and feel excited and happy when using the service at the
hotel. To do that, Muong Thanh Luxury Hotel needs to recruit more good and famous
chefs with long experience in the industry, especially international chefs to diversify

dishes and especially is to meet the cuisine of foreign customers. Train and coach former
employees regularly on specialized knowledge, how to prepare new dishes and food
safety.
2. Gap 5 (Perception Gap):
Many customers also have bad reviews about the service quality and especially the
facilities of Muong Thanh Luxury Hotel. Therefore, the hotel needs to renovate and add
more modern equipment to increase the value of the hotel. Pay more attention to carpet
cleaning, so that the carpet is always clean and does not smell. In addition, scent is very
important in increasing customer sympathy, gentle aroma helps customers enjoy their
holiday to the fullest. Therefore, special attention must be paid to the hotel's air purifier,
adding an essential oil sprayer to create a pleasant aroma for customers. At the same time,
regularly clean and change the water for the swimming pool to always ensure the safety
of the skin and the cleanliness and comfort of the customers.
Additional infrastructure such as: Foot wash for guests before going swimming, bus
parking, tourist car rearranged so as not to block the way for customers to come in and
out. At the same time, plant more trees around to freshen the surrounding space and
reduce noise, creating a feeling of freshness and freshness for customers. Improve the
soundproofing between rooms to create privacy and comfort for customers.


In order to ensure high quality of service, the hotel must replace some old furniture and
furniture. At the same time, repair and periodically maintain all types of machinery,
avoiding damage during customer use. Regularly update advanced equipment according
to international standards to avoid being outdated in the eyes of foreign tourists.
3. Gap 6 ( Service Gap ):
The way to improve Gap 6 is to do Gap 5 well. After solving the problems in Gap 5, the
hotel quality will definitely become better and more complete. Thereby improving the
quality of the hotel at par with the value that customers expect in the hotel, solving the
problems in which customers' expectations are too high but cannot be met.
Not only that, the hotel also has to promote the image of the hotel in the media, clearly

describe the hotel's services and facilities on the booking system to help customers have
the clearest view of the hotel. the services that the hotel is currently providing, avoiding
customers' confusion and underestimating the hotel because of the feeling of expecting
too much.
VII.

Marketing Mix ( 7Ps)

1. Product:
Hotel service quality plays an important role in the competitiveness and operation of
enterprises. Service quality is the main factor that helps customers evaluate and feel the
value of the business, if the service quality has problems, it will more or less affect the
image and brand of the business, thereby leading to the impact of the service quality. in
terms of revenue, costs, and position of enterprises in the industry. Muong Thanh Luxury
Hotel has had 4 years of operation in the field of accommodation in Da Nang area, but the
service quality of Muong Thanh Luxury Hotel is facing serious problems that need to be
improved and resolved to meet the requirements. needs of the majority of customers
better, and at the same time help Muong Thanh Luxury Hotel have lasting advantages in
competition and development.


Here are some advices to ameliorate service quality for Muong Thanh Luxury Danang
Hotel
•

Clean, change the pool water regularly to avoid customers complaining about the
quality of cleanliness

•

Regularly clean, clean and sanitize elevator areas, smoking rooms. Avoid wet
pool area elevators and smoking rooms with strong odors.

•

For the improvement of the restaurant and cuisine, the hotel needs to add special
dishes from other regions in Vietnam (bun cha, not just the typical dishes in Da
Nang). Diversify the dishes served to satisfy customers and promote the delicious
dishes that the hotel offers.

•

Adding a 24-hour butler service package: Customers will be provided with a
butler for themselves/family during the requested time. This staff will perform
more attentive service tasks such as preparing rooms before guests arrive;
serving drinking water, cold towels; restaurant reservations; bring food to the
room; ticket booking; take care of the sick and youthful children of the family,
help guests arrange luggage, prepare the bath,.


•

Care about the little things for customers: Customers who come to use the
accommodation service at Muong Thanh Luxury Hotel on special days for
them (birthday, wedding anniversary, ...) will be given gifts meaningful gifts
such as a morning in bed or mini cakes and greetings from the hotel to
express goodwill and share joy with customers

2. Price:
Price Strategy

Apply competitive pricing strategy.
The price of Muong Thanh Luxury Hotel is generally not high compared to hotels in the
same segment, this is an average price. However, hotels still face price barriers when
facing low-cost hotels with similar service quality such as Herriott and A Lar Carte Hotel.
For customers of Muong Thanh Luxury Hotel, the price is only the second most
important factor and is behind the service quality factor. Therefore, Muong Thanh should
only pay attention to the issue of improving the service so that it is higher than the
competition and worthy of customers' expectations, not reducing the price. There are no
records of customers complaining about the price of Muong Thanh Luxury Hotel. The
price reduction can even backfire, making many customers skeptical about the quality of
Muong Thanh being reduced and worse? Affects the general perception of Vietnamese
customers about hotels because Vietnamese standards often judge quality through price.
At the same time, the price reduction may cause Muong Thanh to face difficulties in
operating and development costs. Therefore, developing and improving service quality


instead of reducing prices will be the best solution for the short-term and long-term
development of Muong Thanh Luxury Hotel.

Figure 3 Positioning Map of Muong Thanh

Discount Policy
Provide good commission discounts, apply preferential rates to the main business
partners of the hotel and business partners that bring many customers (Vietnam Tourism,
Saigon Tourist) or customers who stay for a long time at the hotel (more than 1 month).
Offer discounts during off-peak times of the year to attract customers and drive sales. The
peak or normal time periods are customizable and change to be flexible and appropriate.
Regularly distribute preferential rates, discounts on booking applications (Agoda,
Traveloka, ...), or Facebook of the hotel through game programs to attract the attention of
the community and customer.