An investigation into the real situation and some solutions for enhancing food and beverage services of bistecca restaurant at orient hotel danang

MINISTRY OF EDUCATION AND TRAINING
DUY TAN UNIVERSITY
FACULTY OF ENGLISH

GRADUATION PAPER
TRAN THI KIM PHUNG

An Investigation into the Real Situation and
Some Solutions for Enhancing Food and
Beverage Services of Bistecca Restaurant at
Orient Hotel Danang

GRADUATION PAPER IN SOCIAL SCIENCES AND HUMANITIES

DA NANG, May 2022


MINISTRY OF EDUCATION AND TRAINING
DUY TAN UNIVERSITY
FACULTY OF ENGLISH

GRADUATION PAPER
TRAN THI KIM PHUNG

An Investigation into the Real Situation
and Some Solutions for Enhancing Food and
Beverage Services of Bistecca Restaurant at
Orient Hotel Danang
Major

: English for Tourism

CLASS

: K24 NAD3

STUDENT CODE : 24203207878

SUPERVISOR: TRAN THI MINH GIANG, Ph.D
DA NANG, May 2022


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ACKNOWLEDGEMENT
This graduation paper could not be finished without all enthusiastic
assistance, advice and encouragement of my beloved teachers, family and
friends.
First of all, I would like to express my deep gratitude to my supervisor,
Dr. Tran Thi Minh Giang, who helps me researching and writing this paper
from the first step to the last one. Thanks to her patience, motivation,
enthusiasm and huge knowledge, which provided me the possibility to
complete this graduation paper.
Secondly, I would like to thank all lecturers of Faculty of English at Duy
Tan University, the silent ferrymen that has loved and taught me every day.
Furthermore, I have more inspiration in studying all curriculums due to my
beloved lecturers.

Thirdly, I always express my deepest gratitude to my darling family.
They have supported me when I met some troubles in conducting the
graduation paper. They take care of me every day and always encourage me
to study hard.
At last, I would like to thank my friends, who were with me to deal with
troubles and create a good effort in studying. Besides studying, they have held
many funny games to relax after studying.
I wish all of you a good health and success!
Best Regards
Tran Thi Kim Phung


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STATEMENT OF AUTHORSHIP
Except where reference is made in the text of the thesis, this thesis
contains no material published elsewhere or extracted in the whole or in part
from a thesis 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 thesis.
This thesis has not been submitted for award of any degree or diploma in
any other tertiary institution.
Danang, May 2022
Tran Thi Kim Phung

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ABSTRACT
The graduation paper embarks on a study of real context at Bistecca
restaurant outlet in New Orient Hotel Danang. Accordingly, an analysis of actual
problems in the outlet shall be exposed clearly related to quality – bases services.
Through the discussion about the problems, we would like to give some
recommendations for New Orient Hotel Danang to enhance the customer service
skills of the F&B Department, we hope our recommendations will help the hotel
exceed customer’s expectation and contribute to the growth of hospitality
industry in Da Nang city.
Da Nang, May 2022


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TABLE OF CONTENTS


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LIST OF TABLES

LIST OF CHARTS


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LIST OF ABBREVIATIONS
DTU

: Duy Tan University

FLD

: Foreign Language Department

F&B

: Food and Beverage


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CHAPTER 1. INTRODUCTION
1.

Rationale
Vietnam has an extremely diverse and rich tourism potential. In recent

years, Vietnam's tourism is growing, it can be seen that the number of
international visitors to Vietnam as well as the number of domestic tourists is
increasing. Moreover, tourism in Vietnam is increasingly popular. More well
known in the world, many domestic destinations are voted as favorite
destinations of international tourists. The tourism industry has made a great
contribution to the socio-economic development of the country.
With the growing trend of the tourism industry, now many businesses
have also boldly invested and engaged in business to exploit the benefits from
this field. Thanks to that, the service businesses accommodation, food and
entertainment services ideas are appearing more and more to meet the needs
of customers in the best way. This gives customers more choices when they
want to use any type of service. This is what has created. Therefore, the
competition between business in the same field is extremely strong, along
with the push for business units to research and launch new products and
services, satisfying customers as well as attracting customers to the products
and services of the enterprise. Besides, the businesses need to constantly
improve the quality of products and services to satisfy customers when their
needs are satisfied. Increasing customer demand, so to do this, the businesses
need to have specific solutions to be able to attract a large number of

customers as well as ensure the stability of their business activities, revenue
Get the best profit. This is one of the most necessary moves for businesses.
Therefore, during the internship at New Orient Hotel, I decided to
choose to research on the topic:" An Investigation into the Real Situation and


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some Solutions to Enhancing Food and Beverage Services of Bistecca
Restaurant at Orient Hotel Danang”
Aims and Objectives

2.

2.1. Aims
-

The study aims at:
Identifying the importance of the service quality to attract the customer of the

-

restaurant
Appreciating the real situation with the service quality of Bistecca restaurant

-

in New Orient Hotel Danang
Suggesting solutions for improving the quality of service in Bistecca
restaurant, New Orient Hotel Danang.
2.2. Objectives
In order to get these above-stated aims, the following objectives are set:

-

Introducing the basics of the service quality, find out the realities of restaurant

-

service attracting guests to the restaurant.
Offering solutions to improve the efficiency of attracting guests in Bistecca

-

restaurant, New Orient Hotel Danang
Scope of the study
About the content: The topic goes into evaluating the quality of food service

3.

at Bistecca restaurant, New Orient Hotel Danang through the evaluation
opinions of customers staying at the hotel. From then on, give appropriate
•
•

orientations and solutions to improve service quality.

Regarding space: The study was carried out within the New Orient Hotel
Danang, in the area of Da Nang City.
About time:
Secondary data: Collecting data and documents on tourism in Da Nang
province and Bistecca hotel from 2019–2021.
Primary data: Customer survey data is conducted from January to April 2022.
4. Method of the study


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In order to finish the paper, I would like to use the following methods.
Direct observation of activities, tools and channels of communication of
Bistecca Restaurant at New Orient Hotel Danang has been performed.
•

Method of Collection: data have been collected from books, websites and

•

researches.
Method of Description: detailed description of restaurant service about three

•

aspects including quality, quantity and serving.

Method of Analysis: from data collected, we analyzed the real situation of

•

Bistecca Restaurant at New Orient Hotel Danang.
Comparative analysis, comparison with other restaurants.
5. Structure of the study
Chapter 1: Introduction
Chapter 2: Theoretical Background
Chapter 3: Case Description
Chapter 4: Analysis and Evaluation
Chapter 5: Difficulties and Suggeted
Chapter 6: Conclusion and Suggestions

CHAPTER 2. THEORETICAL BACKGROUND
2.1 Overview of Catering Business

2.1.1. Definition of Catering Business
-

Eating is an essential human need, this need happens every day and always
needs to be met. Hotel business is the above business to meet the needs of
guests. Therefore, every hotel organizes a catering business. Organizing a


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catering business in a hotel brings convenience to guests, increases profits for
the hotel, and makes a difference.
Catering business in tourism includes the activities of preparing food,
selling and serving the consumption needs of food and drinks and providing
other services to satisfy the needs of food and entertainment at restaurants for
-

the purpose of making a profit.
Contents of catering business include activities:
+ Physical production activities: this activity makes food and drinks, by
kitchen staff and bar staff. Raw materials are processed and mixed into dishes
and drinks that have new values and new use values that are different from the
original materials. So, labor in kitchens in restaurants is material production
labor.
+ Circulation activities: are activities of exchanging and selling
processed foods and beverages, transporting these goods from the place of
processing to the place of consumption.
+ Serving activities: This activity creates conditions for customers to
consume food and drinks at the restaurant and provides other conditions for
guests to relax. This activity greatly affects the quality of food service.
Customers will feel the service of staff to evaluate service quality. This
activity mostly employs direct workers. Therefore, it is necessary to have a
team of highly qualified service staff, with an enthusiastic service attitude to
bring customers the best service.
2.1.2 Characteristics of the Catering Business



Cleanliness – every restaurant should bank on their cleanliness. It is important

that a restaurant should be clean, because this can affect the health of their
employees and customers. Without a clean restaurant, the restaurant shouldn’t
be open at all. Make sure that your service and dining area is clean all the
time.


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High quality food – no restaurant can survive without high quality food. This
is the best way to attract more customers to your restaurant. Always taste-test
your food so that you know how it tastes and you know your customers will
like it. If you serve food that may not be delicious for your customers, you’ll



end up losing them.
Good service – even if you serve great food, a restaurant won’t last long if the
people who serve them aren’t friendly or courteous. Sometimes, if a
restaurant has good service but mediocre food they can easily bank on



building relationships with customers.
Reasonable prices – a restaurant should always price their food right. If your



food is overpriced for its taste, customers will definitely lose interest.
Uniqueness – because there are so many restaurants nowadays, it can be hard
to stand out amongst them. The only way you can be remembered by your
customers is by giving them some uniqueness in your restaurant. Whether it is
by service, by the aesthetics of a restaurant or by the food you serve, you need



to give your customers something they will remember.
Aesthetics – a good restaurant should be considerate of how the place looks.
Every eatery business has to be interesting and comfortable. They should be
designed well, look pretty with good tables and seats, comfortable lights and



good entertainment if needed.
Branding – in order for a restaurant to remain sustainable for longer periods,
they need to eventually start building their brand. They can start with a good
logo. They can use custom beverage napkins or plates that are printed with
their logos. The more people will remember their logo, the more they will
associate your restaurant with good food or everything they remember when



they ate at your restaurant.
Safe equipment – a good restaurant will not only think about their customers
and guests, but they’ll also consider the safety of their employees. It is crucial
that the restaurant only gets safe equipment to allow employees to provide

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good food without any hassle on their parts. Besides, any good company will


always think about their employees’ safety too.
Complex menu – customers are more likely to return to a restaurant because
they have a complex menu where they can choose different types of food. If
the menu is only limited and the customer finds that they cannot eat anything



there, they’ll have no choice but find a different restaurant.
On time delivery of food – nobody likes to wait hours just for their food. If a
restaurant can deliver food on time, they’ll be able to impress their customers.
2.1.3. Role of the Catering Business in the Hotel
Catering business is an integral part of modern hotel businesses,
including the production, sale and service of food and beverages to guests
with the aim of increasing revenue and making profits. Food service business

-

in the hotel plays the following important roles:
Food service business is one of the important activities in the hotel. This

service is aimed at satisfying the essential needs of guests when they stay at

-

the hotel as well as the number of visitors in that area.
If there is a lack of food and beverage service in the hotel business, it will be
completely lacking in synchronism as well as not reaching the "star" standard
and reducing business efficiency because of not fully exploiting the payment
ability of guests. At the same time, due to the lack of convenience in
satisfying the daily dining needs of guests, the hotel's guest source will be

-

reduced.
The catering service in the hotel ensures to provide food in beautiful and good
quality forms, meeting the needs of many visitors with different customs, age,
gender and interests. Therefore, the catering service will be the bridge to
attract guests to the hotel and consume other services such as accommodation

-

services and additional services.
In the hotel business, the catering business can create a unique product for
each hotel. It is also a method of product differentiation that no other hotel


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can imitate, thereby positively contributing to the growth of hotel guest
-

demand.
With good quality and diversity, richness in business activities, catering
services will also determine the prestige and rank of the hotel. In other words,
the catering business will play an important role in the process of propagating

-

and advertising the hotel brand with consumers and tourists.
The catering business will contribute to solving the problem of jobs for the
hotel's workforce, increasing income for employees. Food service business in
the hotel also helps the consumption of agricultural products (Food, food,
vegetables, ...), helping Vietnam's food processing industry develop more and
more.
2.2 Overview of Catering Service Quality

2.2.1 Definition of Catering Service Quality
-

Services are intangible products services are often considered the result of
relationships between employees, customers and facilities of an organization.
The concept of service quality is very abstract and difficult to define. Due to
the characteristics of the service, people have different concepts of service
quality. In general, the concepts are often correct from the point of view of
service consumers, is service quality depends on the perceptions of

-

customers.
Perceived service quality: is the result of an evaluation process based on the
external properties of the product or service. Consumers cannot check the
quality of products before buying and they are rarely fully informed about the
basic characteristics of products and services, so they tend to use their
perceptions while using services to evaluate service quality such as the
appearance and attitude of direct service staff, the appearance of the technical
facilities of the service provider.


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Search service quality: are important service features that can be seen or

-

touched by customers.
Experience service quality: is the quality that customers can only evaluate
after using the service, or having contact with the service staff directly, that is,
after having a certain experience about the service provision of the customer

-

enterprise.
Credence service quality: is the quality of the product that customers must
evaluate based on the ability, reputation of the service provider. The more
reputable service providers are in the market, the more consumers will tend to

-

trust the service quality of that business.
In short, according to the quality management system standard ISO
9000:2000: "Service quality is the degree to which a set of inherent
characteristics of a product, system or process satisfies customer

-

requirements. goods and related parties".
Service quality is the result of a cumulative customer evaluation process
based on a comparison between the expected quality level and the level of
quality provided by the customer. If customers perceive the quality that the
customer has been provided with, higher than the quality of service expected
by the customer, then they will appreciate the quality of that service.
2.2.2 Characteristics of Catering Service Quality
2.2.2.1
Difficulties in Measuring and Evaluating Catering Service Quality
This feature comes from the very nature and characteristics of the food
product. Food and beverage products consist of four basic components: means
of performance, consignments, and explicit and implicit services. Therefore,
when assessing the quality of food and beverage products, one must evaluate
the quality of all four factors above.
In fact, assessing the quality of the first two components, the vehicle for

performing the service and the merchandise, can be done more easily because
these are concrete things that exist. It is completely possible to touch, see, and
measure with highly conventional measurements. Because they all have


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specific physical and chemical properties such as size, volume, color, taste,
etc. But with the following two components, which are visible services and
hidden services, we cannot see or touch them. and there are no specific
measures, so it is difficult to quantify when evaluating. These factors can
always change over time. Therefore, the same service level of different
restaurants will be perceived by customers very differently. At different times,
the same customer also has different perceptions about the service quality of
the restaurant.
2.2.2.2

Accurately Assessed Only through Direct Consumer
Experience

This feature comes from the following reasons:
-

Because food service quality is difficult to measure and evaluate, it greatly
depends on the perception of direct consumers of the restaurant's dishes and

-

drinks.
Due to the characteristics of food and beverage products, the process of
creating and consuming services takes place almost simultaneously in terms
of time and space with the restaurant's products and services. The customer is
an indispensable member and participates directly in this process. They are
the "main characters" in the restaurant's service performance as consumers of
food services. Therefore, they have both the insider's view and the view of the
person who spends money to buy the restaurant's products. Their assessment
of the restaurant's service quality is considered the most accurate.
If the customer's perception of the restaurant's service provision is better,
it means that the customer feels the higher level of satisfaction. Thus, those
who do not directly consume the product will not accurately perceive the
quality of the restaurant's product.
From this feature, restaurant managers who want to accurately assess the
quality of food service must always stand on the eyes of customers and direct


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consumers of the product must try to understand exactly the requirements,
wishes and requirements of the guests, not based on their own judgment or
subjective feelings for consideration.
Depending on the Service Delivery Process of the Restaurant
A process of providing food service is always done based on two basic

2.2.2.3

factors, that is, the technical facilities of the restaurant and the employees
involved in the service provision process. Therefore, when evaluating the
quality of restaurant service – the quality of an intangible product, customers
often tend to rely on technical quality and functional quality to evaluate
-

service quality.
Technical quality includes the quality of the restaurant's technical
infrastructure components such as comfort level, modernity of equipment,
aesthetic level in interior decoration and house design restaurant, the level of
hygiene inside and outside the restaurant, the level of safety in the design and

-

installation of equipment and machinery in the restaurant, etc.
Functional quality includes factors related to people, especially those who
serve directly at the restaurant. It is the employee's attitude, behavior,
communication ability, external appearance, skill level, education level,
psychological status, health status, age, gender, etc. of the service staff
Both technical quality and functional quality components affect the
image of a restaurant and determine the restaurant's perceived food service
quality. The problem for restaurant managers is always to pay attention and
find ways to improve both technical quality and functional quality on a
regular basis based on changes in needs, preferences and requirements of the

-

target customer market.
2.2.2.4
High Consistency
Consistency here must be understood from two aspects:
Firstly, it is a high and smooth consistency in the awareness and actions of all
members of the restaurant from the top to the bottom about the quality goals


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to be achieved by the restaurant. Consistency therefore also requires the
-

restaurant's business policies to be in sync.
Secondly, it is synchronous, comprehensive, front and back as one and true to
the promise that the restaurant has announced to customers. The quality of
food service is required to be good all the time, for both customers and
employees in the restaurant department. That means there is cannot exist a
quality of service that only applies to a few key areas that restaurant managers
think customers are most visible to deal with.
However, the consistency of restaurant service quality is not equated
with immutability. The quality of food service cannot only take place in a
certain time, nor can it be built once and then applied forever without change.
It requires constant improvement and must be adapted to the actual
requirements of the market.
2.2.3 Conditions Affecting Restaurant Service Quality

2.2.3.1 Facilities
One of the biggest factors affecting the service quality of a restaurant is
the facilities. If a hotel or restaurant is built with comfortable, modern
facilities, with high aesthetics, hygiene and safety, it will make customers feel
comfortable and bring satisfaction to customers.
Service staff show more professionalism with help customers more
satisfied. On the contrary, the lack of facilities before and after unsanitary will
make customers have a bad impression and unsatisfied.
2.2.3.2 Quality of Staff
In the field of Restaurant - Hotel, in order to have high business
efficiency, the human factor always plays an important role and directly
affects the perception of customers. Therefore, in the hotel, not only the staff
but also the manager must be careful in every gesture and word. Because,
even though the restaurant has a system of modern and comfortable facilities,
the staff is not really professional and unskilled, it does not guarantee the
quality of service.


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Therefore, the staff in the restaurant must undergo professional training,
have good foreign language skills, and the ability to communicate as well as
handle situations flexibly. In addition, employees must also have a respectful
and cheerful attitude in serving customers and a collective spirit in performing
work.
2.2.3.3 The Restaurant's Service Process

Professionalism is not only shown through professional qualifications
and skills, but also through the restaurant's standard service process. The
service process includes operations and stages for employees to perform in
order to bring the most satisfaction to customers. If the service process is
good, the staff will have a more professional and effective service style,
avoiding shortcomings in the service process. Therefore, it requires
businesses to design service processes and well manage risks that may affect
the service process of hotel business departments.
2.2.3.4 Other Factors
Besides, in order for the service quality of the restaurant to be perfect,
there must be solidarity and good coordination between the departments. The
departments need to support each other into a unified whole with the aim of
bringing satisfaction to customers. In addition, the service quality of the

•

restaurant depends on the following factors:
+ Competitors:
If your restaurant and your competitor both sell the same products and
services, your restaurant's service quality must be better and have more
advantages than your competitors, in order to retain old customers. and attract

•

more new customers to increase revenue for the business.
+ Service standards:
Include standards for better service and measurement measure the service
quality of the restaurant, such as standards of service staff, hygiene standards,
menu standards, etc.

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+ Resolve customer complaints
During the service, the restaurant will certainly receive different complaints
from customers. From then on, the restaurant will find out the cause of
customer dissatisfaction, and at the same time overcome the weaknesses to

2.2.4

improve the service, bring better service to customers.
The Meaning of Improving Service Quality in the Restaurant
2.2.4.1 High Service Quality to Profits of the Restaurant
Improving the service quality of the restaurant will help restaurants
retain existing customers (making them come back to use the hotel's products
again and again) and convince new customers (potential). This creates a lot of
benefits for the restaurant such as
- Minimizing marketing costs, advertising costs... this means reducing
the cost of products for the restaurant.
- Increasing market share and maintaining a high growth rate in the
restaurant's customer quota will increase the restaurant's revenue.
- Increasing the number of customers is a measure to help promote the
reputation of the restaurant's brand - something that every business wants to
achieve in a market with strong competition like today.
The above problems all lead to an increase in profits for the restaurant

business.
2.2.4.2. Increasing Competitiveness in Selling Prices
The tourist market and the local customer market are the main and most
important customer markets for restaurant businesses. This is also the
customer market that is both the most demanding and sensitive, customers
have a high ability to pay and they always demand very high quality of the
products their buy. Tourists never want to waste their time and money to
"take" the annoyance, frustration or discomfort, local guests always have a
harsh comparison. Because of this high-class feature of tourist demand,


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tourists will be easily persuaded and accept to spend more money if they
know that they will be able to buy it products of higher quality.
In fact, the restaurants in the hotel all know how to take advantage of the
above characteristics to find ways to improve the quality of their services
higher than their competitors in order to increase the selling price of their
products reasonably (increasing the selling price but still being accepted by
consumers). Thus, ensuring the ability to increase competitiveness in the
market. That proves that by investing in service quality, hotels on the one
hand increase their retention existing customers and at the same time attract
more new customers without spending advertising and marketing costs. On
the other hand, it is also a tool to help these businesses increase the selling
price of their products while maintaining their prestige, reputation and
position in the market. It also means improving the quality of service that

helps restaurants improve their capabilities in the market.
Improving Service Quality to Reduce Business Costs for Restaurants

2.2.4.1

In addition to reducing marketing costs and advertising costs for the
restaurant, constantly improving service quality is also an effective measure
to save business costs in general for this business.
-

Guaranteed service quality will reduce the possibility of errors in the service
delivery process. That will help:
+ Minimize the waste of time and costs for checking and monitoring the
service provision process.
+ Reduce costs for repairing errors such as: compensation for damage to
guests, costs of dealing with bad public opinion about the restaurant, costs of
handling customer complaints...

-

High service quality will reduce unreasonable costs of human resources
because:


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+ Restaurants that maintain and ensure good service quality will provide
employees with a positive working environment. Employees tend to stay
longer and more loyal to the business. As a result, the hotel's labor turnover
ratio will be reduced, and the cost of recruiting and re-selecting employees
due to frequent disturbances will decrease.
+ Employees often feel proud during working in reputable and reputable
businesses in the market, they realize that the benefits of the hotel are closely
linked to the interests of each employee himself. In order to affirm and keep
their jobs, employees are often self-disciplined, regularly improve their
professional skills, and self-complete the missing aspects to satisfy the hotel.
+ High quality of service helps to save costs for marketing activities and
advertising costs.
2.2.5

The Rules of Service
The first rule of service
S=P-E
(Satisfaction = Perception - Expectation)
The relationship between the three factors S, P, E is decisive in all the

services. The variables P, E are dependent on customer psychology, they are
not objective and sometimes no relationship with reality.
Service providers often make the mistake of manipulating customer
expectations not from the customer, but from their subjective intentions. The
ability to put yourself in the other person's place is called empathy, a decisive
skill in delivering the excellence of the service.
There are three basic levels of service quality:
-

The quality of service: the service exceeds expectations of customers

The quality of service is satisfactory: the service is consistent with the
customer's expectation


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Bad service quality: service is under the expectations of customers
This rule also says that if a customer expects a certain level of service
and feels that equivalence or higher levels have been created, they will be
satisfied even when a good service is performed. where the customer
expectation for higher service, the customer will not be satisfied. That
requires service providers to manage customer expectations and implement
quality of service.
Understanding customer expectations is critical to providing a level of
service that enables customers to see that they have received quality value for
their money.

 The second rule of Service: The first impression is the most important

The importance of awareness leads us to the second law of service.
When employees communicate a negative first impression, customers will
remember in memory "oh, do not know what's next"
When some problem is first dealt with well, the service provider will
benefit from a halo. Good early exposure will leave a positive mental state in
the client, which will allow the service provider to manage in the future as

assignment is established.
Most service companies understand this rule and make it in the long run
to make a good first impression. They focus on the perception of facilities, the
selection and training of people to deal with customers in a friendly manner to
create a good impression with customers.
The second rule requires communication staff to pursue from the
beginning with good service because "the first impression is the most
important, but the last impression will be saved the longest"
 The third law of service: Utility must be designed into the product


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This means that the product or service designer must stand on the
customer's point of view and create distribution systems to meet the needs of
the customer, not the needs of the company.

CHAPTER 3. CASE DESCRIPTION
3.1.

General Information of New Orient Hotel Danang