HUE UNIVERSITY UNIVERSITY OF ECONOMICS
FACULTY OF BUSINESS ADMINISTRATION
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GRADUATION THESIS
IMPROVING SERVICE QUALITY AT
DMZ BAR - DMZ TOURISM JOINT STOCK COMPANY
NGUYEN QUANG HAI
School year 2017 - 2021
HUE UNIVERSITY UNIVERSITY OF ECONOMICS
FACULTY OF BUSINESS ADMINISTRATION
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GRADUATION THESIS
IMPROVING SERVICE QUALITY AT
DMZ BAR - DMZ TOURISM JOINT STOCK COMPANY
Student: Instructor: Nguyen Quang Hai, Associate Professor, Dr. Hoang Trong Hung, Class: K51C Business Administration
School year: 2017 - 2021
HUE, 05/2021
Thank You
To successfully complete the Graduation Thesis with the topic "Improving service quality at DMZ Bar - DMZ Tourism Joint Stock Company".
First of all, I would like to sincerely thank the teachers of Hue University of Economics, especially the teachers of the Faculty of Business Administration who have devoted themselves to teaching and imparting necessary and useful knowledge to me during my time studying at the school. That is the foundation for the process of doing my thesis as well as my future work.
Besides, I would also like to express my most sincere thanks to the Board of Directors, uncles, aunts, brothers and sisters in DMZ company, especially those in the business department and many customers of the company who have created all conditions to help me in the investigation, data collection and practical experiences so that I can complete this topic well.
In particular, I would like to express my sincere and deep gratitude to Associate Professor, Dr. Hoang Trong Hung, who has devoted a lot of time and effort to guide, help and share valuable experiences to help me complete the topic in the best way.
Finally, I would like to thank my family, friends and relatives who have always followed and encouraged me throughout my internship and research.
Despite many efforts, due to limitations in time and practical experience, the topic cannot avoid certain shortcomings. We sincerely hope that teachers will continue to supplement and give comments to make the topic more complete.
Thanks a lot!!
Hue, May 2021
Nguyen Quang Hai
INDEX
PART I: PROBLEM STATEMENT 1
1. Reasons for choosing topic 1
2. Research objective 2
2.1. General objective 2
2.2. Specific objectives 2
3. Research object and scope 3
3.1. Research subjects 3
3.2. Scope of research 3
4. Research method 3
4.1. Research process 3
4.2. Data collection method 5
4.2.1 For secondary data 5
4.2.2. For primary data 6
4.2.2.1. Qualitative research 6
4.2.2.2. Quantitative research 6
4.3. Data analysis method 7
4.4. Data processing tools 11
5. Topic structure 11
PART II: RESEARCH CONTENT AND RESULTS 12
CHAPTER I: SCIENTIFIC BASIS OF THE RESEARCH PROBLEM 12
1.1. Theoretical basis 12
1.1.1. Theoretical basis of Bar 12
1.1.1.1. Bar Concept 12
1.1.1.2. Bar Classification 13
1.1.1.3. Functions and tasks of Bar 14
1.1.1.4. Bar service procedure 14
1.1.1.5. Relationship between Bar and other departments 17
1.2. Theoretical basis of service quality 18
1.2.1. Concept of quality 18
1.2.2. Concept of service 19
1.2.3. Characteristics of service 19
1.2.4. Service quality 21
1.2.5. Parasuraman's 5 service quality gap model 22
1.2.6. Factors affecting service quality 24
1.2.7. The relationship between customer satisfaction and service quality 26
1.2.8. Service quality assessment 27
1.2.8.1. Methods of evaluating the quality of Bar services 27
1.2.8.2. Service quality measurement models SERVQUAL and SERVPERF 28
1.2.8.3. Evaluating restaurant service quality using the SERVQUAL model 29
1.3. Practical basis 34
CHAPTER II: SERVICE QUALITY EVALUATION AT DMZ BAR – DMZ TOURISM JOINT STOCK COMPANY 35
2.1. General introduction of DMZ 35 Tourism Joint Stock Company
2.1.1. Introduction to “DMZ” 35
2.1.2. Introduction to DMZ 36 Tourism Joint Stock Company
2.1.3. Functions and tasks of the company 39
2.1.3.1. Functions of the company 39
2.1.3.2. Company's mission 39
2.1.4. Organizational structure of the company's operations 40
2.1.5. Company business performance 43
2.1.6. Human resource development situation of the company 45
2.2. Introduction to DMZ Bar 48
2.2.1. Organizational chart of DMZ Bar 50
2.2.2. Functions and tasks of each department 50
2.2.3. Labor situation of DMZ Bar in 2020 53
2.2.4. DMZ Bar's business situation over the three years 2018-2020 55
2.3. Evaluation of DMZ Bar 55 service quality
2.3.1. Evaluation of DMZ Bar service quality through secondary data 55
2.3.2. Characteristics of research subjects 63
2.3.3. Scale evaluation using Cronbach's Alpha reliability coefficient 67
2.3.4. Customer feedback on service quality at DMZ Bar 68
2.3.4.1 Customer perception assessment of reliability group 68
2.3.4.2. Assessing customer perceptions of the responsiveness of the 70
2.3.4.3. Assessing customer perceptions of the assurance group 71
2.3.4.4. Assessing customer perceptions of empathy group 72
2.3.4.5. Assessing customer perceptions of tangibles 74
2.3.4.6. General customer reviews after using restaurant services 77
2.4.5. Independent T Test and Anova 78
2.3.5.1. Independent Samples T Test on overall perceived quality with
Customer gender 78
2.3.5.2. ANOVA analysis of variance with age group factor 79
2.3.5.3. ANOVA analysis of variance with occupational factor 79
2.3.5.4. ANOVA analysis of variance with income factor 79
2.3.6. Exploratory factor analysis EFA 80
2.3.7. Building a multiple linear regression model on satisfaction level 84
CHAPTER 3: SOLUTIONS TO IMPROVE SERVICE QUALITY AT
DMZ BAR 91
3.1. Basis for proposing solutions to improve service quality 91
3.1.1. Purpose of completion 91
3.1.2. Directions for completion 91
3.2. Some specific solutions to improve service quality at DMZ Bar 92
3.2.1. Reliability solutions 93
3.2.2. Solutions on readiness to respond 94
3.2.3. Solution on assurance 97
3.2.4. Empathy Solution 98
3.2.5. Tangible media solutions 100
3.3. Some other solutions 101
PART III CONCLUSION AND RECOMMENDATIONS 103
1. Conclusion 103
2. Recommendation 105
2.1. For local authorities 105
2.3. For DMZ Bar 106
LIST OF TABLES
Table 1.1: Interpretation of the 32-item scale
Table 2.1 Business performance results of DMZ Tourism Joint Stock Company during the period
2018-2020 43
Table 2.2 Human resource situation at DMZ Tourism Joint Stock Company in the period ... 45 Table 2.3: DMZ Bar human resource situation in 2020 53
Table 2.4: Business performance of DMZ Bar in the period 2018-2020 55
Table 2.5 Characteristics of the survey sample according to personal information: 64
Table 2.6 Cronbach's Alpha Reliability 67
Table 2.7 Customer evaluation of reliability group 69
Table 2.8 Customer evaluation of the group's readiness to respond 70
Table 2.9 Customer evaluation of assurance group 71
Table 2.10 Customer evaluation of empathy group 73
Table 2.11 Customer evaluation of tangibles group 75
Table 2.12 General customer rating 77
Table 2.13 Independent Samples T-Test on satisfaction with gender
Customer 78
Table 2.14 ANOVA analysis of variance with age group factor 79
Table 2.15 ANOVA analysis of variance with occupational factor 79
Table 2.16 ANOVA analysis of variance with income factor 79
Table 2.17 KMO and Bartlett's Test 80
Table 2.18 Factor Analysis - Satisfaction 81
Table 2.19 KMO and Bartlett's Test Independent Variables 81
Table 2.20 Results of extracting independent variable factors 82
Table 2.21 Pearson Correlation Analysis 85
Table 2.22 Model fit 87
Table 2.23 ANOVA test 87
Table 2.24 Regression analysis coefficients 88
Table 2.25 Conclusion of hypotheses 90