HUE UNIVERSITY
UNIVERSITY OF ECONOMICS FACULTY OF BUSINESS ADMINISTRATION
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GRADUATION THESIS
CUSTOMERS' OPINIONS ON CUSTOMER SERVICE QUALITY AT VINPEARL HOTEL HUE - VINPEARL JOINT STOCK COMPANY
Student: Instructor: TRAN THI MY MY MSc. TONG VIET BAO HOANG MSV: 17K4091072
Graduation thesis Supervisor: MSc. Tong Viet Bao Hoang
SVTH: Tran Thi My My i
ACKNOWLEDGEMENTS
Through 4 years of studying and training at Hue University of Economics, with the dedicated guidance of teachers, I have acquired valuable knowledge for myself. And during the three-month internship at Vinpearl Hotel Hue, I had the opportunity to apply the knowledge I learned into business practice, and at the same time learned a lot of practical experience at the company. With the help of teachers, the company and my own efforts, I have completed this graduation thesis.
With the deepest gratitude, I would like to sincerely thank the School Board, teachers of the Faculty of Business Administration, Marketing for imparting knowledge to me during the past study time.
In particular, I would like to sincerely thank Lecturer Th.S Tong Viet Bao Hoang, who has closely followed and wholeheartedly helped me throughout my internship and completed my thesis in the best way.
I would also like to express my gratitude to the leadership of Vinpearl Hotel Hue, the staff in the company who helped me to practice skills and learn experience, providing data and information so that I could complete my thesis well.
Finally, I would like to thank my family and friends who have always been there to encourage, cheer me up and give me the motivation to complete my assignment well.
In this report, although I have tried to achieve the goals and requirements, however, due to my own shortcomings in knowledge, skills and time, it is impossible to avoid shortcomings. Therefore, I look forward to receiving comments from teachers to make this report more complete.
Thank you very much!
INDEX
THANK YOU i
TABLE OF CONTENTS ii
LIST OF TABLES v
PART 1: PROBLEM STATEMENT 1
1. Urgency of the topic 1
2. Research purpose 2
2.1. General objective 2
2.2. Specific objectives 2
3. Research object and scope 2
3.1. Research subject 2
3.2. Survey subject 2
3.3. Scope of research 3
4. Research method 3
4.1. Secondary data collection method 3
4.2. Primary data collection method 3
4.2.1. Method for determining sample size 3
4.2.2. Sampling method 4
4.2.3. Approach and investigation 4
4.2.4. Data analysis and processing methods 4
PART 2: RESEARCH CONTENT AND RESULTS 8
CHAPTER 1: THEORETICAL AND PRACTICAL BASIS OF CUSTOMER PERCEPTIONS TOWARDS CUSTOMER CARE SERVICE 8
1.1. Theoretical basis of customer perception of customer care service 8
1.1.1. Concept of customers and customer perception 8
1.1.2. Concept of service 9
1.1.2.1. Concept of service 9
1.1.2.2. Concept of service quality 9
1.1.3.2. The role of customer service 12
1.1.4. Related research models 13
1.1.5. Developing hypotheses and building proposed research models 15
1.1.5.1. Hypotheses 16
1.1.5.2. Building the proposed research model 17
1.1.5.3. Building a scale 17
1.2. Practical basis of customer perception of customer care service 20
CHAPTER 2: EVALUATION OF CUSTOMERS' PERCEPTIONS ABOUT THE QUALITY OF CUSTOMER CARE SERVICES AT VINPEARL HOTEL HUE BELONGING TO VINPEARL JOINT STOCK COMPANY 22
2.1. Overview of Vinpearl Hotel Hue 22
2.1.1. History of formation and development 22
2.1.2. Organizational structure 23
2.1.3. Business results of Vinpearl Hotel Hue from 2018-2020 24
2.1.4. Labor situation of Vinpearl Hotel Hue 26
2.1.5. Overview of customer care activities of Vinpearl Hotel Hue 29
2.1.5.1. Customer care activities that the hotel has carried out 29
2.1.5.2. Hotel customer care process 31
2.1.5.3. Hotel staff's perception of service quality
Hotel Customer Service 32
2.2. Customer feedback on the quality of customer care services at Vinpearl Hotel Hue - Vinpearl Joint Stock Company 33
2.2.1. Characteristics of the research sample 33
2.2.2. Evaluate customer perceptions of customer service quality
at Vinpearl Hotel Hue 37
2.2.2.1. Assessment of the suitability of the research scale 37
2.2.2.2. Exploratory factor analysis EFA 39
2.2.2.3. Correlation regression analysis 42
2.2.2.4. Analysis of the impact of factors affecting the quality of care services
Customers of Vinpearl Hotel Hue City Branch 44
CHAPTER 3: ORIENTATION AND SOLUTIONS TO IMPROVE THE QUALITY OF CUSTOMER CARE SERVICES OF VINPEARL HOTEL HUE 54
3.1. Development orientation of Vinpearl Hotel Hue City branch in the coming time 54
3.2. Proposing solutions to improve the quality of customer care services of Vinpearl Hotel, Hue City branch 54
3.2.1. General solution 54
3.2.2. Specific solutions 56
3.2.2.1. Reliability level solution 56
3.2.2.2. Solution on responsiveness 56
3.2.2.3. Service capacity solutions 57
3.2.2.4. Empathy Level Solution 57
PART 3: CONCLUSION AND RECOMMENDATIONS 59
1. Conclusion 59
2. Recommendation 60
REFERENCES 62
APPENDIX 1: CUSTOMER OPINION SURVEY FORM 63
APPENDIX 2 68
LIST OF TABLES
Table 1: Calibration scale 18
Table 2: Business results of VinPearl Hotel Hue 2018-2020 25
Table 3: Labor situation of VinPearl Hotel Hue in 2018-2020. 27
Table 4: Characteristics of survey sample 33
Table 5: Information channels through which customers know about VinPearl Hotel Hue 35
Table 6: Reasons why customers choose to use VinPearl Hotel Hue 35 services
Table 7: Purpose of use of customers when coming to Vinpearl Hotel Hue 36
Table 8: Cronbach' Alpha coefficient test of independent variable 37
Table 9: Reliability test of dependent variable scale 38
Table 10: Extracting independent variable factors 39
Table 11: Extracting dependent variable factors 41
Table 12: Model fit assessment 43
Table 13: ANOVA test 42
Table 14: Regression analysis coefficients 43
Table 15: Testing the mean value of the confidence level group 45
Table 16: Test of mean value of response ability group 46
Table 17: Testing the average value of service capacity factor group 48
Table 18: Test of mean values of empathy level group 49
Table 19: Testing the average value of the group of factors assessing customer perception 51
LIST OF CHARTS, DIAGRAMS
Diagram 1: Research model 17
Diagram 2: Management organization of Vinpearl Hotel Hue 24
PART 1: PROBLEM STATEMENT
1. Urgency of the topic
Nowadays, the trend of globalization and world economic integration has changed the business environment of enterprises. The increasingly fierce competition makes enterprises innovate and constantly strive to survive and develop in the long term. Especially for the service industry, it is not only necessary to ensure service quality standards but also requires increasingly high and diverse service quality. Increasing service quality is considered the foundation of competitive strategies of enterprises to attract and retain customers. Therefore, it is necessary to research and analyze service quality factors that affect customer perception.
Accommodation business is one of the most important types of services at the present time, hotel business establishments in the city are increasing rapidly in both quantity and quality, leading to fierce competition in the market forcing businesses to constantly change to improve. That is both an opportunity and a challenge for them to research and improve service quality to meet the increasing needs of customers.
Customer care plays a role in enhancing competitive advantage and increasing brand positioning, demonstrating differentiation and carrying the unique identity of the business. In many cases, although customers are not satisfied with the quality or price, they still decide to return to buy products because the customer care service of this business is good. The quality of customer care service is a factor that greatly affects customer perception. If the service provider provides customers with quality products that satisfy their needs, the business has initially made customers feel positive. Therefore, to improve customer perception, the service provider must improve the quality of customer care service.
As a large enterprise operating in the field of accommodation business, Vinpearl Hotel Hue under Vinpearl Joint Stock Company is also trying to improve to