29 CURRENT SITUATION AND SOLUTIONS TO FURTHER IMPROVE CUSTOMER SERVICE AT LA BATISSE HANOI HOTEL

SOME SOLUTIONS TO IMPROVE THE QUALITY OF CUSTOMER CARE OF LA BATISSE HANOI HOTEL IN THE NEW PERIOD...40 3.3.1.. Customer service is a key activity in marketing activities of the business

CURRENT SITUATION AND SOLUTIONS TO FURTHER IMPROVE

CUSTOMER SERVICE AT LA BATISSE HANOI HOTEL'

Major : English for Finance and Accounting Student Code : 17522202010101

Lecturer : Dr Tran Thu Hoai

HA NOI – 2021

DECLARATION

I hereby declare that this dissertation is a presentation of my original researchwork and has not been submitted before to any institution for assessment purposes.Furthermore, I have acknowledged all sources used and have cited these in thereference section

ABSTRACT

In any field of business activities, taking care of customers during the salesprocess and taking care of customers after the sale is indispensable, greatlycontributing to the success of the business Customer care and satisfying their needs

is an issue that currently attracts a lot of attention from managers Customer needsare always changing, what is considered good today may not be considered good bytomorrow's standards, the role of the customer to the company is extremelyimportant Customers can bring prosperity to the company and can also bring thecompany down Companies need to view their customers as a financial asset thatneeds to be managed and maximized just like any other asset Customers are one ofthe company's most important assets and moreover their value is not even found inthe company's book records That is the reason why I made the topic: “Currentsituation and solutions to further improve customer service at La Batisse HanoiHotel” as my graduation thesis Hopefully, through this topic, I myself have theopportunity to expand my knowledge and learn valuable experiences in businessactivities at the hotel and contribute solutions to improve and promote the hotelcustomer care

TABLE OF CONTENTS

DECLARATION I ABSTRACT II TABLE OF CONTENTS III ACKNOWLEDGMENTS VI

INTRODUCTION 1

CHAPTER 1: RATIONALE FOR CUSTOMER AND CUSTOMER CARE.3 1.1 SOME CUSTOMER CONCEPTS AND CUSTOMER CLASSIFICATION 3

1.1.1 Customer concepts 3

1.1.2 Classification of customers 4

1.1.2.1 Based on the relationship with the business 4

1.1.2.2 Based on business loyalty 4

1.1.3 Customer role 5

1.2 THEORY OF CUSTOMER CARE 6

1.2.1 The concept of customer care 6

1.2.2 Functions of the customer care department 7

1.2.3 Some principles of customer care 7

1.2.3.1 Sell what customers need 7

1.2.3.2 Care according to customer groups 9

1.2.3.3 Care according to the purchasing process 9

1.2.4 Customer care methods 10

1.2.5 Benefits of customer care activities 11

1.2.6 Factors affecting the quality of customer care services in hotel businesses 11

1.2.7 Customer care culture 13

1.3 CONCLUSION OF CHAPTER 1 14

CHAPTER 2: CURRENT SITUATION OF CUSTOMER CARE AT LA BATISSE KIM MA HOTEL 15

2.1.1 Location and map 15

2.1.2 Brief history of establishment and development of the hotel 15

2.1.3 General functions and duties of the hotel 16

2.1.4 Services 16

2.1.5 Labor organization in the hotel 17

2.1.6 The main resources of the hotel 18

2.1.6.1 Technical facilities 18

2.1.6.2 Technical facilities for accommodation 18

2.1.6.3 Technical facilities for catering 19

2.1.6.4 Technical facilities for additional services 20

2.1.6.5 Human Resources 21

2.1.6.6 Capital 22

2.1.7 Business results of La Batisse Hanoi Hotel over the years 22

2.1.7.1 The situation of guests coming to the hotel over the past 22

2.1.7.2 La Batisse Hotel's business results for 3 years (2019-2021) 23

2.2 EVALUATION OF CUSTOMER CARE AT LA BATISSE HANOI HOTEL THROUGH CUSTOMER OPINIONS 24

2.2.1 Overview of the survey sample 24

2.2.1.1 Information about the survey form - Survey form: Interview through a questionnaire 24

2.2.1.2 Information about the subjects of the survey 25

2.3 SURVEY RESULT ANALYSIS 28

2.3.1 Channels that customers find out La Batisse Hotel 28

2.3.2 Times for customers' accommodation 29

2.3.3 Factors affecting to customer decision in choosing hotel 30

2.3.4 The reason why customer choose La Batisse Hotel 31

2.3.5 The ability to return the hotel 32

2.3.6 Customer reviews about product elements 32

2.4 EVALUATING THE CUSTOMER ABOUT HUMAN FACTORS 34

CHAPTER 3: RECOMMEDATIONS TO IMPROVE CUSTOMER CARE SERVICES IN LA BATISSE HANOI HOTEL 38

3.1.1 Market research 38

3.1.2 Improving capital efficiency 38

3.1.3 Cost savings 38

3.2 THE HOTEL'S TASKS IN THE COMING TIME 39

3.3 SOME SOLUTIONS TO IMPROVE THE QUALITY OF CUSTOMER CARE OF LA BATISSE HANOI HOTEL IN THE NEW PERIOD 40

3.3.1 General solutions 40

3.3.1.1 Limitations 40

3.3.1.2 Solutions 41

3.3.2 Specific solutions 42

3.3.2.1 Improve the system of technical facilities 43

3.3.2.2 Improving the quality of the workforce 43

3.3.2.3 Orientations on customer care work for the hotel in the coming time 46

3.3.2.4 Strengthen advertising activities and regularly receive customer feedback 47

3.3.3 Other solutions 47

CONCLUSION 49

REFRENCES 51

APPENDIX 53

In particular, I would like to express my deepest gratitude to my teacher,Master Tran Thu Hoai, who wholeheartedly guided me throughout the process ofcompleting my graduation thesis.

Next, I would like to thank the Human Resources Department, SalesDepartment, Restaurant at La Batisse Hanoi Hotel, where I was accepted forinternship Thank you to the hotel staffs for always taking care of me and creatingconditions for me to have the best practical experience, successfully completing thework of collecting secondary and primary data, my thesis also improved

Finally, I am grateful to my family, classmates and those who haveencouraged and supported me during the 4 years I have been sitting in the lecturehall of the Faculty of Foreign Languages, Academy of Finance

Hanoi, 19th May 2021

Student

Nguyễn Thị Chi

1 Rationale of the study

There are now more and more hotels being built and developed in the worldand Viet Nam in particular It has been and is one of the most competitive majors incenturies of 21 For this reason, upgrading the client's loyalty is one of the importantaspects of upping the ability to compete in the hotel industry as well as making surethe continuity of business So the question is: How to help the hotel succeed andbecome top? One of the most important factors is customer service that directlycommunicates with customers

Customer service plays a very important role in improving the competitiveadvantage of hotel businesses, helping businesses to distinguish their image in theminds of customers, maintain existing customers, increase loyal customers andattract potential customers Customer service is a key activity in marketing activities

of the business to direct the management activities of the business to customers tobring outstanding satisfaction to customers when using the service with goodquality customer care

In case the customers are satisfied with the services, they can be loyal clientsand continue spreading good words to the hotel, in the event of failure, they maystop using services and not recommend, even review low ratings with differentclients about hotels Therefore, with the desire to learn and improve customer care

at the hotel, I chose to do in-depth research on the topic "Current situation andsolutions to improve customer care at La Batisse Hotel" to do my graduation thesis

2 Aim of the study

To systematize theoretical bases, practical problems, and knowledge related

to research

To investigate how La Batisse Hotel could keep retaining their currentcustomer satisfaction and loyalty, and simultaneously gain new customers to furtherimprove their profit margins

To determine the level of customer satisfaction and challenges faced by theircustomers to establish strategies to enhance customer satisfaction

To gain a deeper understanding of the management approach in thehospitality industry and come up with solutions on how to help improve thisimportant practice to maintain current customer loyalty and acquire clients new Inthis way, the profitability of the organization will be significantly improved.

3 Scope of the study

The area of the study is customer service quality in a five-star hotel It’sfocused on the dimensions of customer service quality from customer perspectives,particularly in La Batisse Hotel This study cannot be conducted on other hotels thatrequire broader evaluations as well as some limitations such as time and funds Thesample used for this study was 200 customers who interacted with the hotel

4 Methodology

In the study, the researcher will use both secondary and primary data.Secondary data is data collected by others, used for other purposes or the samepurpose of the study Primary data is data collected by the researcher by surveymethods The author conducts questionnaires - based survey to collect primary datawhich provides customers' perceptions about customer care at La Batisse Hotel Thedata were collected at three different times during the day (morning, afternoon, andevening) to see the variation in response

5 Organization

Finally, all data is readily available in a format for statistical analysis The firstpart provides the introduction of the research The second part is the Developmentpart including three chapters Chapter one discusses the relevant customer careliterature Chapter two gives background and information about the case La BatisseHotel, elaborates the methodology used in the study The third chapter presents theresults and key findings of the research And finally, the last part is drawnconclusions and some suggestions to improve the current problems in the hotel

CHAPTER 1: RATIONALE FOR CUSTOMER AND CUSTOMER CARE

1 Some customer concepts and customer classification

2 Customer concepts

To survive, stand firm and maintain a position in the market, businesses firstneed to produce, provide products and services that meet the needs of the market,meet the requirements of customers, thereby profiting Customers are the goal thatevery business wants to aim for and also one of the factors that determine thesurvival of the business Therefore, all businesses seek to keep and attract morecustomers for themselves in many forms, through many tools including customercare activities Especially in the current risky and competitive businessenvironment, satisfying the needs of customers through customer care activities isextremely important This activity will provide businesses with valuable and timelyinformation, helping businesses quickly overcome competitors to meet the tastesand needs of customers So who are the customers?

L.L.Bean(1912), a postal delivery company, is dedicated to customer-oriented:

" customers are the most important to our facility They don't depend on us, wedepend on them They're not outsiders, they're part of our business When we serveour customers, it's not that we're helping them, but they're helping us by allowing us

to serve."

In the most general understanding of economists, customers are all people(individuals, collective, or organizations) who need and directly or indirectly carryout transactions of goods or services with production facilities, businesses, shops The transaction method of customers can be buying directly, signing sales contracts,giving orders, recommending new items to buy and sell However, according tothis definition, the concept of customers is incomplete because it does not take intoaccount employees who work in such production facilities, businesses or stores.Therefore, the concept of customers can be more generalized than: "customers areall the people we serve whether they pay for our services or not."

3 Classification of customers

Every employee working in an enterprise has their own "customer", regardless

of whether she/he is a consumer of the product and makes a profit for the business,

or just a single customer is simply a colleague of the employee at work Therefore,

we have two ways of classifying customers as follows:

3.1.1.1 Based on the relationship with the business

+ External customers:

These are people who make transactions with businesses, in many forms such

as face-to-face meetings, telephone transactions, or online transactions This is thetraditional way of understanding customers, without customers like this, businessescan not exist Satisfied customers are those who buy and receive our products andservices Customers have the right to choose, if our products and services do notsatisfy customers then they will choose another supplier Then the business willsuffer Satisfied customers are the source of business profits and they are the onewho creates success for the business Customers are the boss of the business, theyare the one who pays us by spending their money when using products and services

of the business

+ Internal customers

Employees are the "customers" of the business, and the employees are alsoeach other's customers On the business side, they must meet the needs ofemployees, have policies to promote employee loyalty Besides, among employees,there is also a need for attention and help for each other at work With the concept

of customers understood in a broad sense, businesses will be able to create a moreperfect service because only if the business has an interest in employees, builds theloyalty of employees, and at the same time, the employees in the business can worktogether, caring to meet the needs and satisfy colleagues, they will have a goodworking spirit, to be able to serve external customers of the business effectively anduniformly

3.1.1.2 Based on business loyalty

+ Leads

Potential customers are customers who are likely to make purchases in thefuture These customers are researched by the business in the process of makingproducts of the business These are several customers that businesses want to aimfor in the future, but only a part of this number of customers will be the officialcustomers of the business in the future.

+ Customers - One-time buyers

Customers who come to trade with the business once and then do not continue

to trade with the business anymore This is a large number of customers, every daythey bring businesses a small revenue Businesses must pay attention to this number

of customers daily, care, and find ways for these customers to become the secondtype of customers - repeat buyers

+ Customers - repeat buyers

As customers who deal with businesses many times, this is the number ofcustomers that bring revenue mainly to the business The more this number ofcustomers, the more revenue of the business will be stable Therefore, businessesneed to have reasonable preferential policies for this number of customers

+ Customer - supporters

This is the custom component that accounts for the least number but mostimportantly for the business These customers will bring businesses many newcustomers and will also be the most effective advertisers and media for businesses.Potential customers will believe what their loved ones say rather than what thebusiness advertises Therefore, we need to have special attention and care for thisnumber of customers, making it increasingly crowded However, this is also achallenge for businesses because when these people are not satisfied with certainpolicies of the business or other conflicts, the reputation of the business is easilylowered

4 Customer role

In the current fierce competition, when the exclusive form of business hasbeen gradually removed, most items on the market have many different suppliers,which has brought many choices to customers The purchasing power of customers

causes fierce competition between suppliers of products and services In the marketmechanism, it is entirely up to the customer to decide which supplier's products andservices to choose There is no longer a scene where a seller is sold to a multitude ofbuyers, or the status of the supplier has the right to impose on the customer, if thecustomer is not satisfied with the product and service, they have the right to chooseanother provider The loss of a customer is not merely the loss of a purchase, but italso means that the business will lose an even line of shopping that that customerwill carry out throughout their life, if they have been really satisfied with the use ofthe business's products and services On the other hand, it also creates developmentopportunities for competitors when businesses provide competitors with a number

of customers who are angry and ready to receive the same quality products andservices

5 Theory of customer care

6 The concept of customer care

According to Bernard H Booms and Mary Jo Bitner (2008 , p.23) , customercare is an important part of marketing activities , plays an important role in ensuringthe success of any enterprise The customer must be implemented comprehensively

in all aspects of the product and the service provided to customers If you only focus

on the product , the customer care will not be effective

In the most general sense, Customer Care (or customer service) is all that isnecessary that a business must do to satisfy its customers Satisfying the needs andexpectations of customers, ie serving customers the way they want to be served anddoing what is necessary to keep the customers they have

Thus, customer service is an important part of Marketing theory First of all,customer service is an integral part of the product provided to the customer Of thethree product levels, this third level is the company's competitive weapon Thecustomer care services of this level will be increasingly plentiful with the level ofcompetition in the market Competition today is not only about the products that the

company makes in its factories, but also about the services that contribute to thefinished product One of those services is doing good customer service.

Customer care does not mean that with a bad product or service, goodcustomer service can still keep customers Three key factors determine customersatisfaction:

- Product factors

- Convenience factors

- Human factors

7 Functions of the customer care department

Customer service plays a very important role in showing the service quality ofthe business Customer care is showing concern and responsibility for the productsand services provided by the enterprise so that customers can feel more secure whenusing them The practical benefits from customer service are maintaining customerrelationships, turning "customers" into "friends", breaking down the distancebetween customers and businesses, creating closer, more friendly and surely at thattime, customers will be more loyal to the Company

8 Some principles of customer care

To achieve the set business goals, in customer service activities, businessesneed to adhere to the following principles:

+ Sell what customers need

+ Care according to customer groups

+ Care according to the purchasing process

8.1.1.1 Sell what customers need

Each product or service has different characteristics and features to meet theneeds and purposes of different customers Therefore, the life cycle of products andservices only really begins when it meets the wishes and requirements of customers.Selling what customers need is the main idea of modern marketing Understandingthe psychology and desires of customers is the most important factor in anyCustomer Care strategy Only when you know what your customers want will youtake care of them most effectively and thoughtfully Although Customer Care

activities are only intended to add value to the core product, it only really makescustomers happy when it is necessary for customers Businesses cannot set upcustomer care content by themselves based on their subjective thoughts, but need torely on customers' wishes: what and how do they want to be served?

Regarding this principle, businesses need to determine two issues: that is thecontent and the level of Customer Care

The content of Customer Care reflects the specific activities that businesseswill conduct to serve customers For example, building-specific plans for CustomerCare, starting from building a complete customer database, to classifying customergroups, or building a separate Web site for Customer Care, helping customers toorder, change orders, make payments online Or organize exchange programs, meetwith customers or a large group of customers to create an environment forcustomers and businesses to be closer to each other, through which there areopportunities for customers to express their difficulties, their questions, orunsatisfactory points From there, businesses can accurately grasp the feedbackfrom customers, on that basis, make appropriate adjustments…

The level of customer care represents indicators of quality, volume, scale,frequency, etc to carry out the above activities A customer conference can includeseveral dozen or a few hundred customers, can be held semi-annually or once ayear A gift for a customer on the occasion of the new year can be just a postcard, acalendar, but can also be a more expensive gift

Of course, the more diverse and larger the content of customer care, the moresatisfied customers will be However, the implementation of a customer careprogram depends on the capabilities of the enterprise (financial resources, humanresources, etc.), which means that the customer care plan must be feasible.Normally, businesses will decide on the content and level of customer care based onthe following factors:

- Customer needs

- Customer care activities of competitors

- The responsiveness of the business

8.1.1.2 Care according to customer groups

The needs of customers about the way of service as well as the demand forproducts and services are very rich and diverse If all those needs are met,businesses will have to spend a lot of money and waste it unnecessarily Eachcustomer group has certain needs By grouping customers, understanding exactlythe needs of each group, businesses can both satisfy customer groups and limitcosts In customer service activities, businesses often give special care to largegroups of customers According to Pareto's 80:20 law, common law in economicactivities, 20% of customers bring 80% of revenue (profit) This 20% has animportant role for businesses Every decision to continue or withdraw from theirbusiness dealings with the business has a big impact on the business results Keepthis 20%, the business will maintain a relatively stable amount of revenue (profit).Therefore, based on the report on revenue (profit) at the end of each period,businesses must accurately determine the number of 20% of large customers toprioritize care In addition, businesses can drill down to identify the top 10% or 5%

of, particularly interested customers

8.1.1.3 Care according to the purchasing process.

The purchase process is usually divided into 3 stages: the pre-purchase stage,the purchase decision stage, and the post-purchase stage

Customer care needs to be carried out in all three stages, but the content andmethod of implementation vary from stage to stage

 Pre-purchase period

At this stage, the demand does not necessarily arise from customers but theenterprise can actively stimulate the desire to get products and services Businessescan through direct marketing, through leaflets, via direct mail to provideinformation to customers The content of customer care in this period is anintroduction to the characteristics, rates, quality of products, utilities, instructionsfor use

 Purchase decision stage

After evaluating the choice, the customer decides to buy However, frompurchasing decisions to purchases, there are also obstacles such as purchaseconditions, location of purchase, payment methods, after-sales services Topromote the purchase process, businesses need to remove obstacles from thebusiness itself by arranging convenient sales points, diverse payment methods,attractive after-sales service content Another impedance to the purchase decisioncomes from the customer himself, from their "difficulty" To create sympathy in thehearts of customers, businesses must create a spacious and clean sales space,adequate facilities, facilities, sales staffs are warm, enthusiastic, knowledgeableabout products, masterful manipulation skills, agility Customer care during thisperiod must focus on creating maximum comfort and convenience for customerswhen buying products.

 Post-purchase stage

It is not after the purchase, the relationship between the business and thecustomer also terminates or the customer care has been completed Any customerwhen making a purchase takes after-sales care of the Business seriously and takes it

as a criterion to choose from Customer care activities at this stage focus onconsulting, helping customers while using products and services, and buildingrelationships between customers and businesses, improving the likelihood thatcustomers will return to the business the next time

9 Customer care methods

Customer care methods are now very richly implemented by enterprises, eachwith a certain advantage or disadvantage To choose the most suitable method,businesses must base it on their requirements as well as their resources

Customer care methods can be divided into the following 4 types:

 Direct, focused care

 Direct, distributed care at sales locations

 Direct, distributed care at the customer's address

 Indirect care

10 Benefits of customer care activities

 For businesses

 Customer care helps create customer loyalty

 Customer care is the most effective sales promotion tool

 Good customer care helps businesses improve their image and enhancetheir competitiveness with competitors At the same time increase productivity andrevenue, market share and profit in business activities

 Customer care helps businesses increase the benefits from their employees

 For customers

 Activities that bring convenience: such as choosing a sales location,arranging an appropriate sales place, opening hours that match the time ofcustomers, home delivery for patrons, exchange conditions simple customers,accept many forms of payment,, build a Web site to help customers learn aboutproducts, place orders, pay, All these activities facilitate customers to easily come

to them products, with suppliers, convenient in purchasing and consumingproducts

 Thorough understanding of the product's uses, functions, characteristics,usage feel better about the quality of products and services and feel valued Thatwill make them happy

 Customer care also includes many activities such as giving gifts, asking onspecial occasions, holding periodic customer conferences, sending samples of newproducts for customers to try, etc These activities aim to strengthen closerelationship with customers, so that customers know that they are cared for by thebusiness anywhere, anytime

11 Factors affecting the quality of customer care services in hotel businesses

The quality of customer care services in hotel service providers is affected by

3 basic factors, which are:

- The material environment of the service includes facilities, equipment to

provide the service, conditions of the premises, buildings, facilities to support theservice

- The quality of the organization providing customer care includes the

following: factors: organizational methods, management and administration,regimes and policies of enterprises for customer care activities

- The quality of service delivery is a factor that directly affects the quality

of customer care services, determining the level of customer satisfaction It isexpressed through two factors: service knowledge and transaction skills Productknowledge is the understanding and fluency of services to be able to servecustomers better And transactional skills are external communication expressionssuch as words, behaviors, eyes, negotiation ability, negotiation in order to makethe most of every opportunity that can bring the transaction to success

A study by the Technical Research Program - TARP Asistans (2008) about thereason of customers' discarding services was conducted and the results were asfollows:

Poor service quality; 68.00%

Unhappy with products ; 14.00%

Be atracted by competitors; 9.00%

Have other interests ; 5.00%

Move out ; 3.00%

Die ; 1.00%

Why do customers leave?

Image 1.1 Why do customers leave?

Of all the customers who leave the business, 4% leave with complaints andgrievances, 96% are quietly discarded and 91% of the 96% that will not ever comeback to the business.

The reasons customers give us as follows:

- 3% due to social reasons such as change of residence

- 5% due to new relationships or friends in another business

- 9% due to competition such as price, value of goods and services is betterelsewhere

- 14% do not satisfy with the product and they believe that the products ofanother business better

- 68% of customers leave the business because they are not respected

Thus, most customers leave because of a lack of care from the business, notbeing properly cared for, lack of actions to show recognition and gratitude for thevalue they bring to the business

12 Customer care culture

Acording to Rebecca Riserbato (Effective Ways to Build a Strong Customer

Service Culture): A customer service culture is about what's happening inside your

company The culture is how your company's visions, values, and mission areupheld with your employees and customers With a positive customer serviceculture, your employees will feel empowered to put the customer first

Here's a dive into actionable steps you can take to create a strong customerservice culture that puts the customer first:

- The friendliness and warmth in communicating with customers: when

customers communicate with you, they want to receive warm replies and responses.This is very practical You, as well as your employees, need to look and soundfriendly and act friendly

- Customers want to feel really important: They know that the business has

many different customers, but they only really love the product and the business ifyou make them feel really important

- Customers want you to hear what they have to say: Customers often have a

bad impression of people who only deal with complaints without really listening to

what they have to say You must stay strong and constantly hone your listeningskills Stay focused on what they are saying Keep an open mind and restrain theurge to interrupt your client.

- Sometimes, knowing the customer's name also gives you an advantage:

Personal names are one of the sweetest sounds a customer wants to hear from you.Addressing by your first name in conversations with customers will show that yousee them as an individual and not as a general customer, thereby showing yourrespect to the customer However, do not use the customer's first name too oftenbecause it can upset the customer, use it at the beginning and at the end of theconversation

- Dynamic, flexible: Customers hate to hear the word "no" or the sentence

"This can't be done" You won't always be able to say "yes" to your client or doexactly what he or she wants, but it's important to be as active and flexible aspossible Tell your customers what you can do - not what you can't

- After-sales: When problems or failures arise, customers want your help

quickly to solve their problems Customers don't want to hear apologies, inquiriesabout who is responsible, why the problem happened, they just want it fixedquickly Customers often judge the quality of your products and services based onhow you do your after-sales service They will even ignore your mistakes andshortcomings if you have good after-sales service

13 Conclusion of chapter 1

In the condition that the country's economy is in the process of integratingwith the international economy, the competition has become harsher and moreintense, so the success or failure of economic strategies has become increasinglydifficult The business of the Enterprise depends heavily on the construction andimplementation of customer care In order to do that, it is required that eachenterprise really cares and has the right investment in this work Understanding andmastering the basic principles in the process of building and implementing customercare will help businesses establish sustainable relationships with customers, therebyimproving competitiveness, each approach and dominate the market

CHAPTER 2: CURRENT SITUATION OF CUSTOMER CARE AT LA

BATISSE KIM MA HOTEL 14.

14.1 Introduction of La Batisse Hotel

15 Location and map

 Address :5/143 Kim Ma, Ba

Blending Vietnamese décor with warm Vietnamese hospitality in center of oldquarter, one of the finest in Hanoi, La batisse Hanoi Hotel is the first choice to stay,

to celebrate, to meet, dine, inviting enjoy, relax and do business

Popular points of interest near La Batisse Hotel include Hoan Kiem Lake, St.Joseph Cathedral and Hanoi Opera House The nearest airport is Noi BaiInternational Airport, 27.4 km from the accommodation

16 Brief history of establishment and development of the hotel

The hotel was established in early 2019, has only been in operation for 2years, is one of the new hotels in Hanoi Due to the advantage of location andappropriate business strategy, the hotel has a stable annual number of guests With asmall scale, only at the family hotel level, but give guests a comfortable, friendlyand cozy space like at home

Located in the heart of the Capital, the hotel is an ideal place to stay after along day around the streets of Hanoi

17 General functions and duties of the hotel

La Batisse Hanoi Hotel is a state-owned enterprise with legal status,independent economic accounting, its own seal and account The hotel isautonomous in business, self-exploiting the market and choosing the source ofguests

- Main functions:

Providing accommodation, catering and other additional services forinternational and domestic guests in need

- General tasks:

Improve efficiency and quality of customer service

Organize the service business apparatus to fully meet the needs ofcustomers, on the basis of perfecting the set policies

Use and manage well the material and technical facilities, resources such aslabor and capital, ensuring the well-being of hotel staff

Good implementation of the targets and plans set by the company and thetourism department

Comply with the provisions of the law on hotel business

Ensure the completion of payments to the State budget

18 Services

La Batisse Hotel is a 3-star hotel of international standards, in addition to thetwo main business areas of accommodation and food services, the hotel alsoprovides additional services with many types such as:

Engineering

&

Information Technology

CEO

 Medical service

 Sightseeing tour desk

 Air ticketing service

 Internet service

 Parking

 Services for children

 Car rental

 Airport shuttle service

 Currency exchange counter

19 Labor organization in the hotel

Building a scientific, flexible, optimal and suitable organizational structuremodel suitable to the actual situation of the business plays a very important role Ithelps businesses make good use of human resources, promote the creativity of eachindividual, thereby increasing the ability to fulfill the set goals and tasks Theorganizational apparatus of La Batisse Hotel is organized in a mixed online -functional model

Image 2.1: Organization chart of La Batisse Hotel

The organizational system consists of two groups of department:

- The office group includes 2 departments: General Accounting & HumanResources, Sales & Marketing

 Operation group includes 5 parts: Front Office & Security, Restaurant,Kitchen, Technical and Housekeeping Department

The relationship between these parts is shown as follow:

 The Investor invests capital for the business and has the cooperativerelationship with the CEO, co-owner of the business

 The CEO is the owner of the business, have a directing relationdhip withall departments of the business

 All the departments is in the coordinating relationship with each other

20 The main resources of the hotel

20.1.1.1 Technical facilities

20.1.1.2 Technical facilities for accommodation

Accommodation is one of the essential needs of people when traveling Andthe accommodation business is the main revenue-generating activity for the hotel.Therefore, meeting the best accommodation needs for guests is also the fastest way

to increase business efficiency for hotel businesses

La Batisse hotel has a total of 31 rooms, divided into 4 types with differentprices to suit the needs and solvency of each guest, namely: Classic, ClassicPremium, Studio and Apartment rooms Each room type is different in size andcomfort level, but still ensures a full range of services to meet 3-star standards Atthe hotel, all rooms include a closet Complete with a private bathroom equippedwith a hairdryer, all rooms at La Batisse Hotel have a flat-screen TV and airconditioning, safety box, mini-bar, bathtub and selected rooms also offer a seatingarea and the balcony The rooms will provide guests with a desk and an electric teapot Buffet and Asian breakfast options are available every morning at theaccommodation La Batisse Hotel also provides a business center and guests cancheck the newspapers, use the fax machine and photocopier or use the on-site ATMmachine at the hotel.

20.1.1.3 Technical facilities for catering

The hotel serves all guests' meals with a restaurant and bar on the first floor ofthe building, a spacious and luxurious space Guests can request an in-room mealservice The restaurant can serve up to 50 diners at the same time, with many localspecialties, which will satisfy the guests

The main job of restaurant staff is to prepare and serve breakfast buffet

Breakfast will be served free of charge from 6:30 to 10:30 daily and will beserved to the room upon request

There will be many special local dishes updated and changed daily

Food pantries should always have a staff member standing by who needs toexplain dishes and check hot or cold utensils

Waiters often clean up the dishes that guests have finished before moving on

to another dish

If a guest spills food on the table, the waiter quickly puts the food on the plateand takes a wet towel to gently wipe the place where the guest spilled the food.The first important thing the staff must do when a customer steps out of theelevator to join the buffet is that the staff member must show a bright, friendlysmile and greet the customer "Good morning", "Chúc quý khách buổi sáng vui vẻ"

During the service, the staff stands in different positions to easily clean up thedishes as well as solve the requests and questions of the customer and at the sametime add the food that the customer has eaten After the guests finished eating, leavethe table, the restaurant staff greeted the customers "Thank you", "Cảm ơn quýkhách", proceeded to clean the dishes according to each type, and then wiped thetable clean.

20.1.1.4 Technical facilities for additional services

As a 3-star hotel, it is essential to perfect and develop additional services tomeet the needs of guests during their stay at the hotel The hotel is fully equippedwith modern equipment to provide guests with additional services such as roomservice, items for children, disabled people, telephone, internet, 24/7 medicaldoctor, ATM cashier, etc Health care and entertainment services include sauna andmassage room, beauty room, gym, etc Transportation and pick-up services arealso very convenient

Located in the convenient place, the hotel is the ideal starting point todestinations in Hanoi Capital, such as:

 One-Pillar Pagoda 1.3km

 Hanoi Temple of Literature 1.5km

 Ho Chi Minh Mausoleum 1.5km

 Lotte Center Hanoi 1km

 Hanoi Old Quarter 2.5km

In addition, one of the most excellent stays in Hanoi, La Batisse Hotel alsohappen in travel, we creating real travel experiences in Northern Vietnam, catering

to the traveler who is seeking an authentic experience through the region The hotelalso provides tours for visitors with a tour program:

 Ha Noi - Ha Long Bay

 Ha Noi - Nothern region (Sa Pa, Ha Giang, ) (2 days 1 night)

 Daily tours (tour around Ha Noi Capital)

20.1.1.5 Human Resources

The hotel has 25 employees

- Gender: Male workers account for a larger proportion of the total number ofhotel employees, but the difference is not much With men accounting for 60% andwomen accounting for 40%, this is a relatively even and reasonable structure.Female workers mainly work in departments that require youthfulness, care andingenuity such as reception, desk, room, kitchen, and housekeeping Maleemployees are assigned to jobs requiring health and technical nature such asprotection, maintenance, bell, etc

- Regarding the nature of labor: Due to the specific nature of the hotelbusiness, direct labor accounts for a large proportion of the total number ofemployees, up to more than 82% and has remained relatively stable over the past

3 years The operation blocks with reception, room, desk, bar, and kitchendepartments is the main part of the hotel, requiring a relatively large amount ofdirect labor Labor in the office administration sector accounts for a smallproportion, only about 18%

- Regarding the form of labor: Labor under long-term contract accounts for alarge proportion of the total number of employees, more than 75% This number ofstaff ensures to meet the needs of daily accommodation and meals as well as theneeds of other additional services of guests However, in the high season or at timeswhen the hotel is crowded, long-term labor is not enough to meet the demand, thehotel needs to mobilize more labor force in the form of short-term contracts.Although this team accounts for a small proportion, only about 25%, but also plays

a very important role in serving customers quickly, timely and with high efficiency

In short, the labor structure at La Batisse Hotel is quite reasonable Thisworkforce is enough to ensure the normal operation of the hotel business However,

in order for all activities to be carried out more easily and smoothly and to reducethe constant overtime situation for employees at times of crowded guests, the hotelneeds to increase labor in two main parts, the rooms and table

20.1.1.6 Capital

For any business, to ensure effective business operations, a large amount ofcapital is required to invest Capital is the most important factor that reflects theeconomic potential of the business

La Batisse Hotel starts with 30 billion VND investment capital in 2019 Ingeneral, over the past 3 years (2019-2021), the total capital of the hotel has changed,especially the total capital in 2020 and 2021 have decreased sharply because of theCOVID-19 outbreak's influence, but the hotel still ensures the structure of 100%equity

In today's fiercely competitive environment, hotels need to come up withmany appropriate policies and measures to manage and use capital effectively,expand the scope of business activities, and improve the competitiveness of thehotel

21 Business results of La Batisse Hanoi Hotel over the years

21.1.1.1 The situation of guests coming to the hotel over the past

Guest source is the decisive factor for the survival of a hotel Researchingguest sources is the basis for hotels to know the travel trends of domestic andinternational guests, thereby taking measures to improve quality and satisfy theneeds of target customers

- For international guests: International guests are increase in 2019 andstrongly decrease in next 2 years (2020-2021) due to the influence of Corona virusoutbreak This is also the general situation of other hotels in the area At the end of

2020, the country's economy had positive factors but also revealed new weaknessesand imbalances when the economy was restructuring,

- For domestic tourists: The total number of domestic tourists tends to increasemarkedly over the past 3 years This is the main market of the hotel, so they alwaysaccount for a very large proportion of the structure of visitors to the hotel, about80% - 95% In 2020, with the difficulties of the economy and the influences ofCOVID-19, in order to stabilize revenue, the hotel management team coordinatedwith functional departments in the province to come up with many policy measures

to stimulate domestic demand such as promotion programs, advertising,promotions, discounts on accommodation and food services for domestic guests,strengthening relationships with travel agencies specializing in organizing domestictours, establishing relationships and hosting offer preferential prices for domesticorganizations, etc The increase in the total number of domestic guests proves thatthe hotel's policy of attracting domestic guests has brought great success Alongwith the decrease in the total number of visitors, the total number of visitors hasalso decreased sharply over the years.

21.1.1.2 La Batisse Hotel's business results for 3 years (2019-2021)

La Batisse Hotel has only been in operation for the past 3 years andunfortunately met the difficulty of COVID-19 outbreak, but with a suitable andeffective business strategy, knowing how to create its image and position in thetourism market, the source of visitors to La Batisse Hanoi hotels is still stable day

by day This leads to the hotel's business results in recent years are relatively betterthan other hotel in Hanoi, as shown in the data table of the hotel's business resultsfor 3 years (2019 - 2021), (Table 2.2)

- Revenue: Over the past 3 years, the hotel's revenue has reached a fairly highlevel In 2019, the hotel's revenue was 450 million VND per month, in 2020 itdecreased to 350 million VND, or 100 million VND decrease compared to 2019.And in 2021 it decreased to 300 million VND per month Although decreasing, thehotel was still existing and developing while the other hotels was closed In thecontext of economic difficulties, the hotel still improved its operational efficiency,increasing revenue in each department, thereby increasing the total revenue of thewhole hotel On the other hand, in 2020, the hotel' strategy was focusing ondomestic customer, with many suitable promotions, the increase in occupancyshows that the hotel has proved to be more effective than the previous year inattracting and retaining guests, ie increasing guest spending, which has increasedrevenue In 2021, revenue decreased to VND 300 million VND With the strongimpact of objective conditions, the pandemic has not yet recovered, reduced the

total number of guests, all guest spending on products and services has decreasedsharply, thus reducing the hotel's revenue reduced but still made profit.

Table 2.2 La Batisse Hotel's business results for 3 years (2019-2021)

22 Evaluation of customer care at La Batisse Hanoi Hotel through customer opinions

23 Overview of the survey sample

23.1.1.1 Information about the survey form - Survey form: Interview through a questionnaire.

- Number of survey samples: The number of questionnaires distributed is 210,the number of votes collected is 200

- Survey method: Select a sample

- Sampling location: La Batisse Hanoi Hotel

- Survey period: From March to May 2021

- The system of evaluation criteria: The system of criteria to find out about thesatisfaction level of guests about customer service at La Batisse Hanoi is classifiedinto three major target groups as follows:

+ Indicators of products and services

+ Indicators of convenience factors

+ Indicators of human factors

23.1.1.2 Information about the subjects of the survey

For any investigation, information about the subjects of investigation plays animportant role in data collection, which is also the basis for making objective andaccurate conclusions Especially when it comes to quality research, customerinformation cannot be ignored Each country and ethnic group has different customsand consumption habits, they have different cultures and perspectives, so theirassessment of quality is not the same Domestic guests will have a different viewfrom international visitors International visitors from each country have differentviews Guests to the hotel are quite rich and diverse in nationality, so for theconvenience of analysis, I would like to take the continental range as the dividingcriterion Accordingly, international visitors are divided into groups: Asian,European, American, Australian, and other nationalities

100

85.07.04.02.01.01.0

100

60.040.0

100

22.040.030.08.0

Purpose of the trip

100

2325439

Table 2.3 Investigated customers' information

MALE; 60.00%

FEMALE; 40.00%

Chart 2.1 Survey sample structure by gender

In total of 200 interviewed customers, there are 80 female customers(40.0%), 120 male customers (60.0%)

< 25; 22.00%

25 - 34; 40.00%

35 - 44; 30.00%

> 45; 8.00%

Chart 2.2 Survey sample structure by age

Observing the chart above, we can see that, out of 200 people surveyed, thepercentage of customers aged 25-34 years old accounts for the most 40.0%,