NN GRADUATION AN INVESTIGATION INTO THE REAL SITUATION AND SOME SUGGESTIONS TO IMPROVING THE QUALITY OF FOOD SERVICE OF MI QUANG PREMISES IN DA NANG CITY

FACULTY OF ENGLISHAN INVESTIGATION INTO THE REAL SITUATION AND SOME SUGGESTIONS TO IMPROVING THE QUALITY OF FOOD SERVICE OF MI QUANG PREMISES IN DA NANG CITY Major: English for Tourism

FACULTY OF ENGLISH

AN INVESTIGATION INTO THE

REAL SITUATION AND SOME

SUGGESTIONS TO IMPROVING THE

QUALITY OF FOOD SERVICE OF MI

QUANG PREMISES IN DA NANG

CITY

Major: English for Tourism

SUPERVISOR : NGUYEN THI BAO YEN, M.A

THU TÂM

STUDENT CODE: 23203510473

ACKNOWLEDGEMENT

This graduation paper could not be finished without the invaluable help, advice, and encouragement from my beloved teachers, family and friends First of all, I would like to express my deepest gratitude to my helpfulsupervisor, Nguyen Thi Bao Yen, M.A., who has kindly given meconstructive comments, invaluable critical feedbacks, helpful suggestions aswell as enthusiasm, patience, and huge knowledge, which provide me thepossibility to complete this paper

Furthermore, I would like to extend my regards, deepest sense ofgratitude to all lecturers at the Faculty of English of the Duy Tan Universityfor their careful and precious guidance which were extremely valuable for mystudy both theoretically and practically during 4 my academic years

Last but not least, I am indebted to my family and my friends who werealways beside me and give me the best encouragement during my researchcompletion

I wish all of you have a good health and success!

Yours sincerely!

Tran Thi Thu Tam

STATEMENT OF AUTHORSHIP

Except where reference is made in the text of the paper, this papercontains no material published elsewhere or extracted in the whole or in partfrom a thesis by which have qualified for or been awarded another degree ordiploma

No other person’s work has been used without due acknowledgment inthe thesis

This paper has not been submitted for the award of any degree ordiploma in any other tertiary institution

Da Nang, May 5 th , 2021

TRAN THI THU TAM

The graduation paper embark on investigates into the real situation andprovides some suggestions to improve the quality of food service of MiQuang Premises in Da Nang City

In order to fulfil the study, firstly, I am going to introduce the generalreason why I chose this topic, then I will give some theories related to thetopic Next, I evaluate and analyze the quality of food service of Mi QuangPremises in Da Nang City based on the customers’ feedback After that, Iwould like to specify the strong and weak points of the quality of food service

of Mi Quang Premises From this, I would like to give somerecommendations to help improve its shortcomings I hope that suggestionswill help restaurants in strengthening the quality of food service andcontribute to the growth of Mi Quang Premises in Da Nang city

TABLE OF CONTENTS

ACKNOWLEDGEMENT i

STATEMENT OF AUTHORSHIP ii

ABSTRACT iii

TABLE OF CONTENTS iv

LIST OF TABLES AND PICTURES viii

LIST OF FIGURES ix

LIST OF ABBREVIATIONS x

CHAPTER 1: INTRODUCTION 1

1.1 Rationale 1

1.2 Aims and Objectives 2

1.2.1 Aims 2

1.2.2 Objectives 2

1.3 Scope of the study 3

1.4 Methods of the study 3

1.5 Organization of the study 3

CHAPTER 2: THEORETICAL BACKGROUND 5

2.1 Overview of the restaurant business 5

2.1.1 Definition of restaurant 5

2.1.2 Classification of restaurant 5

2.1.3 Characteristics of the restaurant business 8

2.1.4 Roles of the restaurant business 9

2.2 Overview about cuisine 10

2.3 Theoretical base of service quality 10

2.3.1 The concept of service quality and quality 10

2.3.1.1 Definition of quality 10

2.3.1.2 Definition of service 11

2.3.1.3 Characteristics of service 12

2.3.1.4 Definition of the service quality 14

2.3.2 How to measure service quality 14

2.3.3 Factors affecting service quality 15

2.3.3.1 Technical infrastructure 15

2.3.3.2 The staff 15

2.3.3.3 Service process 16

2.3.3.4 Quality management 16

2.3.3.5 Supplier 16

CHAPTER 3: CASE DESCRIPTION 18

3.1 Overview about Da Nang City 18

3.1.1.Geography and Environment 18

3.1.2.Transportation 18

3.1.3.Potential development of economy and tourism 19

3.2 Introduce about Quang Noodle 19

3.3 Some Mi Quang Premise in Da Nang City 20

3.3.1.Bep Trang – Frog Quang Noodle 21

3.3.1.1 Overview about Bep Trang Restaurant 21

3.3.1.2 Product of the restaurant 22

3.3.1.3 The organizational structure of Bep Trang 24

3.3.1.4 The facilities of Bep Trang Restaurant 26

3.3.1.5 The labor force 28

3.3.2.Ba Mua Quang Noodle Restaurant 29

3.3.2.1 Overview of Ba Mua Quang Noodle Restaurant 29

3.3.2.2 Product of the restaurant 29

3.3.2.3 The organizational structure of the restaurant 31

3.3.2.4 Facilities of the restaurant 33

3.3.2.5 The labor force 34

3.3.3.Giao Thuy Quang Noodle Eatery 35

3.3.3.1 Overview about Giao Thuy Quang Noodle Eatery 35

3.3.3.2 Product of the restaurant 37

3.3.3.3 The organizational structure of the restaurant 38

3.3.3.4 Facilities of the restaurant 39

3.3.3.5 The labor force 40

CHAPTER 4: ANALYSIS AND EVALUATION 41

4.1 Evaluating the quality of food service of some Mi Quang Premises in Da Nang city 41

4.2 Analyzing the quality of food service of some Mi Quang Premises in Da Nang city 45

4.2.1 Bep Trang Restaurant 45

4.2.2 Ba Mua Quang Noodle Restaurant 48

4.2.3 Giao Thuy Quang Noodle Eatery 51

4.3 Overall Assessment of the quality of food service of some Mi Quang in Da Nang City 54

CHAPTER 5: DIFFICULTIES AND SOLUTIONS 56

5.1 Difficulties 56

5.1.1 Advantages 56

5.1.2 Disadvantages 56

5.2 Some solutions to improve the quality of food service of Mi Quang Premises in Da Nang City 57

5.2.1 Improve facilities’ quality 57

5.2.2 Improve staff’s qualifications 58

5.2.3 Creating a unique menu 58

CHAPTER 6: SUGGESTIONS AND CONCLUSION 59

6.1 The aim, business directions, and plans of the restaurant in many years 59

6.1.1 Research in market 59

6.1.2 For Quang Noodle restaurants 59

6.2 Some suggestions to improve the quality of food services of Mi Quang Premises in Da Nang City 60

6.2.1 Mechanism policy 60

6.2.2 Food hygiene and safety inspection 60

6.2.3 Advertisement 61

6.2.4 Service quality 61

6.2.5 Other suggestions 61

6.3 Conclusion 62

REFERENCES

APPENDIX

SUPERVISOR’S COMMENT

LIST OF TABLES AND PICTURES

Table 3.1: Menu dishes of Bep Trang Restaurant in 2021 23

Table 3.2: Menu drinks of Bep Trang Restaurant in 2021 23

Table 3.3: The facilities of Bep Trang Restaurant 27

Table 3.4: The Labor Structure at Bep Trang Restaurant 28

Table 3.5: Menu Dishes of Ba Mua Quang Noodle Restaurant in 2021 30

Table 3.6: Menu Drinks of Ba Mua Quang Noodle Restaurant in 2021 30

Table 3.7: The facilities of Ba Mua Quang Noodle Restaurant 33

Table 3.8: The Labor Structure at Ba Mua Restaurant 34

Table 3.9: Menu Dishes of Giao Thuy Quang Noodle Eatery in 2021 37

Table3.10: Menu Drinks of Giao Thuy Quang Noodle Eatery in 2021 38

Table 3.12: The facilities of GiaoThuy Quang Noodle Restaurant 39

Table 3.13: The Labor Structure at Giao Thuy Eatery 40

Picture 3.1: Bep Trang Restaurant 21

Picture 3.2: Ba Mua Quang Noodle Restaurant 29

Picture 3.3: Giao Thuy Quang Noodle Eatery 35

LIST OF FIGURES

Figure 2.1: Characteristics of services 12

Figure 3.1: Organization Structure of Bep Trang Restaurant 24

Figure 3.2: Organization Structure of Ba Mua Quang Noodle Restaurant 31

Figure 3.2: Organization Structure of Giao Thuy Quang Noodle Eatery 38

Figure 4.1: The percentage of guests’ feedback about the products’ quality of Bep Trang Restaurant 45

Figure 4.2: The percentage of guests’ feedback about the staff of Bep Trang Restaurant 46

Figure 4.3: The percentage of guests’ feedback about the facilities of Bep Trang Restaurant 47

Figure 4.4: The percentage of guests’ feedback about the products ‘quality of Ba Mua Quang Noodle Restaurant 48

Figure 4.5: The percentage of guests’ feedback about the staff of Ba Mua Quang Noodle Restaurant 49

Figure 4.6: The percentage of guests’ feedback about the facilities of Ba Mua Quang Noodle Restaurant 50

Figure 4.7: The percentage of guests’ feedback about the products’ quality of Giao Thuy Quang Noodle Eatery 51

Figure 4.8: The percentage of guests’ feedback about the facilities of Giao Thuy Quang Noodle Eatery 52

Figure 4.9: The percentage of guests’ feedback about the staff of Giao Thuy Quang Noodle Eatery 53

LIST OF ABBREVIATIONS

ISO: International Organization for Standardization

VND: Viet Nam Dong

TCVN: Tieu Chuan Viet Nam

SERVQUAL: Service Quality

CHAPTER 1: INTRODUCTION

1.1 Rationale

In modern life, tourism has been booming on an unprecedented scale.When the living standards rise, people’s need grow People can travel aroundthe world when they have a lot of money or to some countries when they haveless money and even just leave their residences for a very short period isenough to satisfy them Furthermore, under the current circumstances, inVietnam not only cultural integration but also economic integration has takenthe lead, paving the way for other cooperation, more and more business istaking place outside of its territory - the global economy People leave theirplaces to travel, work But many wonders, "What am I going to do today?"

Go to a 5-star restaurant and enjoy dinner with family, attend my friend'swedding or a corporate anniversary meeting…Besides the questions to satisfybasic needs: food and drink, entertainment comfortable life and an intimateatmosphere, "feel the family atmosphere" is the requirement that restaurantoperators must go ahead and the level of meeting these requirements becomes

a factor in evaluating the success and reputation of any catering business.Because the more society develops, the more quality of life improves,and the demand for catering services is increasingly complex and premium.Eating and drinking at home sometimes take time; meanwhile, therequirements of industrial manners in the workplace are very high, leading tomany people not having enough time to eat at home Moreover, going out toeat at restaurants, catering service premises always creates a feeling ofcomfort, politeness, suitability for socializing with friends and colleagues.Coming to the catering service premises business, consumers also have manyopportunities to enjoy the quintessential local specialties from all regions andcountries In addition, going to such places is perfect to show off to

everybody Therefore, even though this was considered “luxury” in the past,nowadays it is becoming trendy and a popular phenomenon in everyday life.The above observations show the development of the food service in thecoming years is completely possible However, to maintain their position inthe catering business, catering service premises must constantly improve theirservice quality by themselves

For the above reasons and the enthusiastic help from the staff and my

supervisor, I choose this topic:" An Investigation into the Real Situation

and Some Suggestions to Improving the Quality of Food Service of Mi Quang Premises in Da Nang City”.

1.2 Aims and Objectives

1.2.1 Aims

The study is aimed at focusing on analyze and evaluate the guests’reactions to the quality of food service of Mi Quang Premises in Da NangCity Through evaluation, I can offer some solutions to improving the quality

of food service From this, even the tiniest detail may help restaurantsimprove and attract more consumers Moreover, improving the service qualitynot only helps the restaurants increase income, but it also helps them develop

a strong market position

1.2.2 Objectives

There are four major objectives:

- Clarifying some basic theories of the restaurant business, cuisine, andservice quality

- Analyzing and evaluating the quality of food service of some MiQuang Premises in Da Nang City

- Finding out the advantages and disadvantages of some Mi QuangPremises in Da Nang City

- Proposing some suggestions to improve the quality of food servicesand to overcome those problems.

1.3 Scope of the study

This study mainly focuses on researching the quality of food service of

Mi Quang Premises in Da Nang City Thereby, I propose some solutions to improve the quality of food in Bep Trang restaurant, Ba Mua restaurant and Giao Thuy Eatery The statistics were taken in 2020 and 2021

1.4 Methods of the study

To finish the thesis, I used some methods to support my work:

 Firstly, I used the methods of observation to get information andfigures by contacting staff at Mi Quang Premises in Da Nang City.

 Secondly, I used the methods of collection: data have been collectedthrough websites such as Foody, Facebook

 Thirdly, statistics methods: I arrange the information reasonably andlogically

 Fourthly, methods of description

 Lastly, I used methods of analysis: from the collected data, I analyzedthe real situation the quality of food service

1.5 Organization of the study

In addition to the cover page, table of contents, list of tables, figures,abbreviations, list of references, and appendices The theses were structuredinto six chapters as follow:

CHAPTER 1: INTRODUCTION

In the first chapter, the general introduction of the graduation thesesincluding rationale, aims, scope, method of study, and study organization

CHAPTER 2: THEORETICAL BACKGROUND

CHAPTER 3: CASE DESCRIPTION

Case description is describing the information about some Mi QuangPremises in Da Nang City

Analysis and evaluation of the real situation of the quality of foodservices at Mi Quang Premises in Da Nang City based on customerfeedbacks

CHAPTER 5: DIFFICULTIES AND SOLUTIONS

CHAPTER 6: CONCLUSION AND SUGGESTIONS

In the sixth chapter the conclusion is presented, some suggestions to improve the quality of food service of some Mi Quang in Da Nang city

CHAPTER 2: THEORETICAL BACKGROUND

2.1 Overview of the restaurant business

2.1.1 Definition of restaurant

- A restaurant or an eatery is a business that prepares and serves foodand drinks to customers in exchange for money Meals are generally servedand eaten on the premises, but many restaurants also offer take-out and fooddelivery services, and some offer only take-out and delivery Restaurants varygreatly in appearance and offerings, including a wide variety of cuisines andservice models ranging from inexpensive fast- food restaurants and cafeterias

to mid-priced family restaurants, to high-priced luxury establishments

2.1.2 Classification of restaurant

Within the broader restaurant industry, many types of restaurants offer different experiences, price points, and service levels to cater to a diner’s specific wants and needs Here are the 10 most common types of restaurants today

 Casual dining restaurants:

Casual dining restaurants serve food à la carte at moderate prices withfull-table service Casual dining restaurants-whether they are chains orindependently owned-cover a wide variety of cuisines, including Mexican,American, Italian, and Chinese

 Fine dining restaurants:

Fine dining restaurants offer attentive, full table service in a more formaldining room setting than a casual restaurant The food at fine diningrestaurants is often considered higher-quality, more expensive than casualdining restaurants, and often involves meals with several courses includingwine or cocktails, appetizers, salads, entrées, side dishes, and desserts A finedining restaurant may require you to dress up by the restaurant’s dress code

 Family-style restaurants:

Family-style restaurants serve large portions of moderately-priced foodmeant to be shared by large parties These types of restaurants typically offertable service in a laid-back atmosphere Some cuisines well-suited to family-style dining include Italian-American food, Chinese-American food, andtraditional American food because these cuisines often include large,shareable portions of dishes like pasta, noodles, stir-fries, and fried fingerfood

 Fast-food restaurants:

A fast-food restaurant is a type of quick-service restaurant (or QSR) thatserves low-cost food quickly from a counter or drive-through Fast foodrestaurants offer a fixed menu of mass-produced food that is usually pre-cooked to expedite service Many fast-food chains have internationallocations and are some of the most popular restaurants around the world

 Food trucks:

Food trucks serve moderately priced food that is made-to-order from afull kitchen inside of a vehicle They usually only offer counter service anddon’t often have seating Food trucks typically specialize in one particulartype of food item like tacos, barbecue, hot dogs, grilled cheese, or ice cream.Food trucks usually drive to new locations that are convenient for their

customers—like offices, flea markets, or private events Food trucks are agreat way for entrepreneurs to test a new restaurant concept because theyrequire fewer staff members and less overhead than a brick-and-mortarlocation.

 Pop-up restaurants:

Pop-up restaurants are dining establishments that open in a specificlocation for a limited period of time They can involve counter service or tableservice and usually have limited seating A benefit to a pop-up restaurant isthat it allows chefs and business owners to test out a dining concept for alimited period of time without making a huge real estate commitment andleasing a brick-and-mortar space

 Bars and pubs:

A bar or pub is an establishment that primarily serves alcohol, andsometimes offers a limited food menu consisting of casual dishes like fingerfoods and burgers Bartenders typically take food orders from the bar whenyou submit your drink order Certain fine dining and casual diningestablishments include a self-seating bar area, but bars can also be standaloneestablishments

 Cafés:

Cafés provide counter service with a wide range of coffee itemsincluding espressos, cappuccinos, and lattes Casual food items likesandwiches, salads, and pastries are sometimes served as well

 Buffets:

Buffet-style restaurants offer customizable plates at a fixed price perperson In a buffet-style restaurant, customers serve themselves, choosingfrom a variety of food items laid out on a bar or row of tables Buffets

sometimes offer all-you-can-eat options, and customers can return to the barfor multiple rounds of food.

2.1.3 Characteristics of the restaurant business

Cleanliness – every restaurant should bank on its cleanliness A

restaurant must be clean because this can affect the health of its employeesand customers Without a clean restaurant, the restaurant shouldn’t be open atall Make sure that your service and dining area are always clean

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 knowyour customers will like it If you serve food that may not be delicious foryour 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 onbuilding relationships with customers

Reasonable prices – a restaurant should always price their food right If

your food is overpriced for its taste, customers will 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 byyour 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 youserve, 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 must be interesting and comfortable They

should be designed well, look pretty with good tables and seats, comfortablelights and good entertainment if needed.

Branding –for a restaurant to remain sustainable for longer periods,

they need to eventually start building their brand They can start with a goodlogo They can use custom beverage napkins or plates that are printed withtheir logos The more people will remember their logo, the more they willassociate your restaurant with good food or everything they remember whenthey 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 toprovide good food without any hassle on their parts Besides, any goodcompany 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 offood If the menu is only limited and the customer finds that they cannot eatanything there, they’ll have no choice but to find a different restaurant

2.1.4 Roles of the restaurant business

- To meet the increasing demand for social need

- Development of the restaurant business is a place where theconvergence of clans and exchanges of communities strengthen the friendshipand solidarity among ethnic groups

- Restaurants are important for the development of the tourism industry:

One of the important needs of tourists doing the trip is to enjoy thespecialties of the ethnic place of arrival The restaurant will satisfy thisdemand

Restaurant development contributes to exploiting all potentials of thelocality in business, accelerating the economic growth rate in the locality.

 Increasing revenue for the tourism industry, especially foreigncurrency, contributes to balance the international payment balance

Promote local production development, especially agriculturalproduction

Create opportunities for local laborers to get jobs and increase localpeople's incomes

Providing dishes for guests to understand more about the local culinarycultural customs

2.2 Overview about cuisine

A cuisine is a style of cooking characterized by distinctive ingredients,techniques and dishes, and usually associated with a specific culture orgeographic region Regional food preparation traditions, customs andingredients often combine to create dishes unique to a particular region Acuisine is primarily influenced by the ingredients that are available locally orthrough trade; they can even be made into distinct ingredients themselveswhen they become popular within a region

2.3 Theoretical base of service quality

2.3.1 The concept of service quality and quality

2.3.1.1 Definition of quality

The term quality can be understood and defined in many ways Thedefinition of quality can be different according to the profession of differentpeople The base of quality is different for a product manufacturing companyand for a service providing company For a product manufacturing company,the quality will depend on the quantities and quality of tangible productsproduced from companies, while for service companies; their products are

services that are intangible and uncountable Thus, it is very important tounderstand the definition of quality from various perspectives to fullyappreciate the role it plays in many parts of business organizations ( Ibharim2014.)

 Below here are some definitions of quality:

- Quality will have to be everywhere, integrated into all aspects of awinning organization (Evans 2016)

- Quality is the meeting of exceeding customer expectations at a cost thatrepresents value to them (Harrington 1987)

- The ISO 8402-1986 standard defines quality as: “The totality of

features and characteristics of a product or service that bears its ability to satisfy stated or implied needs.”

2.3.1.2 Definition of service

 There are many definitions of service:

- Services are often considered to be the result of relationships betweenemployees, customers, and the facility of an organization from a system point

of view

- According to ISO 9004-2: 1991: “Service is the result of interactions

between suppliers and customers, as well as by the activities of suppliers to meet the needs of consumers.”

- In Marketing: “Services is any action or activity that can be offered by

one of the other parties, which are essentially intangible and does not lead to any ownership, production may be associated or not associated with a physical product.”

 Intangibility - Services cannot be felt before buying.

Service intangibility means that services cannot be seen, tasted, felt,heard, or smelled before they are bought Customers cannot try them out Butthere is nothing that can be touched Customers can only assess the quality ofthose services after they have purchased and used them

 Inseparability-Services are generated and consumed together.

Characteristics of services include inseparability, which means thatservices are produced and consumed at the same time This also entails thatservices cannot be separated from their providers Contrary to services,physical goods are produced, then stored, later sold, and even later consumed.Services are first sold, then produced and consumed at the same time Aproduct can, after production, be taken away from the producer However,service is produced at or near the point of purchase All these parts, includingthe providers, are part of the service and therefore inseparable In servicesmarketing, a service provider is a product.

 Variability- Service quality never stays the same.

Variability does also belong to the important characteristics of services

It refers to the fact that the quality of services can vary greatly, depending onwho provides them and when, where, and how Because of the labor-intensivenature of services, there is a great deal of difference in the quality of serviceprovided by various providers, or even by the same providers at differenttimes

Perishability- Services cannot be stored.

Perishability means that services cannot be stored for later sale or use Inother words, services cannot be inventoried This is one of the mostsignificant characteristics of services, since it may have a major impact onfinancial results

User participation

Finally, the characteristics of services include user participation Indeed,users participate in every service production Even when the user is notrequired to be at a location where the service is performed, users participate inevery service production A service cannot be separated from its provider, butneither can it be separated from its user

2.3.1.4 Definition of the service quality

In recent years, service quality has been a subject of considerableimportance by researchers, the reason lays in the belief that it contributes tofirms’ performance

- According to TCVN and ISO-9000: ‘’Service quality is the appropriate

level of product or service that satisfies the buyer's stated or predetermined requirements.

- Parasuraman (1996) defines service quality as “Service quality is

determined by the differences between customer’s expectations of services provider’s performance and their evaluation of the services they received.’’

- According to David Gravin, ‘’T he Service Quality can be defined from different perspectives: User-based, Product based, Manufacturing based, Value-based and Transcendent view.’’

- Quality of service is an abstract creation, elusive by the uniquecharacteristics of the service, the quality approach created in the servicedelivery process, often occurs in the encounter between customers andcommunication staff

2.3.2 How to measure service quality

Measuring service quality is considered as one of the difficult factors.Many researchers have struggled to solve this issue However, nowadays fivedimensions of SERVQUAL are used to measure the service quality which isdescribed below:

• Tangibles: the appearance of physical facilities, equipment, personnel,

and communication materials

• Reliability: the ability to provide the promised service accurately.

• Responsiveness: the ability to help customers and provide a prompt

solution to the problem related to service

• Assurance: the ability to provide knowledge to the employees and to

build up trust and confidence

• Empathy: the ability to care for individual customers (Qualtrics 2007.)

2.3.3 Factors affecting service quality

Service quality is affected by many factors such as technicalinfrastructure, the staff, service process, quality management, supplier,hygiene and food safety; the following are the factors that impact servicequality

2.3.3.1 Technical infrastructure

The technical infrastructure is the tangible element affecting servicequality.Facilities have a great influence on service quality.The restaurant hasfacilities that are convenient, luxurious, modern, aesthetic, and safe It willmake customers feel comfortable, safety and trust

Besides, the quality and quantity of facilities will help the staff, who takepart in the service process, be more professional and help the customers feelmore satisfied Psychology of customers, who want to show their class,

Customers often use products and services of restaurants with higherstandard facilities

On the contrary, poor and outdated facilities will make customersdissatisfied with the quality of service Therefore, to evaluate the quality ofservice of a restaurant, the customers rely partly on the perception of thefacilities

2.3.3.2 The staff

In the restaurant, the staff plays an important role in service provisionand it directly affects the customer's perception of the process of usingproducts and services Therefore, investment in people to improve servicequality is a direct investment to improve the quality of business service

All the employees at the restaurant, who provide specific servicesdirectly to the customer, what they do and what they say affects thecustomer's perception of the service The staff directly serving the customersrepresents the business and directly affects customer satisfaction They actlike a salesman or a marketing staff If the restaurant has a system of modernand convenient technical facilities, but the labor force is weak and does nothave qualified, cannot guarantee the service quality Therefore, the quality ofthe workforce greatly affects the quality of service.

Employees are the ones who have direct contact with customers andcreate a service impression in customers Therefore, the quality of theworkforce needs to meet the following requirements: professional skill andknowledge, foreign language, attitude and work ethics, health

2.3.3.3 Service process

The service process consists of stages and steps for employees to servecustomers at the best quality Organizing a good service process leads to staffworks with a more professional and effective service style, avoid mistakes inservice When customers see employees work in such a process, they willappreciate the quality of service That is the standard for managers to evaluatewhether their employees are following the correct process

2.3.3.4 Quality management

Quality management is an activity to ensure quality in the cateringbusiness Thus, the quality management is responsible for maintaining thecurrent level of quality and find out the causes of reduced service quality togive some suggestions

2.3.3.5 Supplier

The supplier's influence on service quality is not small They provide theinput to enterprises, thanks to them, materials have been provided adequately

and promptly Therefore, selecting a supplier is very important in ensuringfood quality and cost factors for purchasing raw materials.

2.3.3.6 Hygiene and food safety

Hygiene and food safety have a great impact on the quality of service.Food safety and hygiene are of utmost importance for businesses, as it helps

to protect the health of consumers from foodborne illnesses and foodpoisoning A safe and hygienic workplace helps to create a productiveworkforce, therefore creating a food safety and hygiene policy will ensure allemployees know how to contribute to appropriate work practice

CHAPTER 3: CASE DESCRIPTION

3.1.Overview about Da Nang City

Da Nang is located in South Central Coast Vietnam It is a center ofeconomy, culture, education, science, and technology on the South-CentralCoast Da Nang today is one of 15 urban centers of grade 1, and one of fivecentrally cities in Vietnam

3.1.1 Geography and Environment

Da Nang City is located on the central Vietnam border with Thua Thien– Hue province in the north, Quang Nam Province in the west, and the south,and East Sea in the east

The terrain in Da Nang city is quite diverse: the north includes thespectacular Hai Van Pass, the high mountains of Hoa Vang district (in thenorthwest of the province) with 1.708m-high Mount Mang and 1.487m-highMount Ba Na The east includes Son Tra Peninsula and a series of wild andbeautiful beaches stretching from Son Tra peninsula to Non Nuoc Beach.Mount Ngu Hanh Son in the south and Offshore Hoang Sa with large fishing

in the east

Located in the tropical climate zone, the climate in Da Nang city dividedinto two different seasons: rain season and dry season The annual averagetemperature is 28ºC to 29ºC, the typhoon landed directly into the city inannual September and October

3.1.2 Transportation

Da Nang City is located on the highways, railways, waterways andairways of the country and local areas Da Nang sits on the North-Southrailway line, and National Highway 1A, 763km far from Hanoi There aremany flights from Da Nang to Hanoi, Ho Chi Minh City, Nha Trang, Buon

Ma Thuot, Pleiku There are 5 direct international routes to Bangkok, Hong

Kong, Siem Reap, Taipei, and Singapore with 5 airline companies: VietnamAirlines, PB Air, Siem Reap Airway, Far Transportation, and Silk Airway.

3.1.3 Potential development of economy and tourism

Da Nang City was formed in 1888 and Da Nang city was an importantancient seaport of Vietnam a long time ago Nowadays, Da Nang is aneconomic center and the largest city on the central coast of Vietnam Da Nang

is not only closely associated with Quang Nam, but also with CentralHighlands, southern Laos, and northeastern Cambodia

Da Nang city owns Da Nang port area with Tien Sa port, 9 wharvesalong the Han River and Da Nang international airport with moderncommunication systems Da Nang is also home to large enterprises in thetextile industry, consumer goods production, processing industry, buildingmaterials manufacturing industry… 

There are many tours to and around Da Nang City In Da Nang, touristswill have the opportunity to visit famous sites such as Ba Na Hill, Ngu HanhSon Mountain, Hai Van Pass, Son Tra peninsula … and swimming in thebeautiful sandy beaches stretching dozens of kilometers

3.2.Introduce about Quang Noodle

Quang Noodle (Mi Quang in Vietnamese) is a very popular traditionaldish that originated from Quang Nam province in Central Vietnam Thisnationally recognized specialty is now appreciated as one of the top dishestravelers should never miss when in Quang Nam – Da Nang

Over the years, the popularity of Mi Quang follows the footsteps of theresidents spreading throughout the country from the South to the North.Although elsewhere, there are dozens of variations with different ingredientsand recipes that make it even more attractive, it is undeniable that Mi Quang

is one of the most delicious and original noodles

In general, Mi Quang comprises three parts: the noodles, the broth, andthe toppings The noodles used for Mi Quang are quite similar to Pho’s asthey are both made from rice flour and cut into flat fibers

The broth is meticulously cooked from stewed water of pork bones orchicken and onion Many cooks also add shrimp, frogs, or beef to make thebroth sweeter, tastier and more elegant

Talking about the toppings, diners can choose among chicken, barbecuepork, shrimp or fish It is also necessary to enjoy Mi Quang withaccompanying fresh vegetables such as mustard greens, bean sprout, splitwater morning glory, scallions, lettuce, basil, fragrant knotweed, coriander,and sliced banana flower Don’t forget to add a boiled quail egg or chickenegg, some pieces of very crisp toasted Vietnamese sesame rice crackers, slices

of chili, and crushed peanuts

3.3 Some Mi Quang Premise in Da Nang City

Through the observation on the market of Mi Quang business premises in

Da Nang city The reason why I chose these three restaurants mentionedbelow are:

 Firstly, the quality of Mi Quang products at the three restaurants ishighly appreciated by the customers, there are user’s ratings andreviews on each restaurant on Foody Ba Mua Restaurant is rated4.6/5*, Bep Trang Restaurant is rated 4,5/5*, and 4.6/5* for Giao ThuyEatery

 Secondly, these three restaurants have many branches and long –standing

3.3.1 Bep Trang – Frog Quang Noodle

3.3.1.1.Overview about Bep Trang Restaurant

Picture 3.1: Bep Trang Restaurant

Address: 10 Ha Bong, Phuoc My, Da Nang City

Telephone: +84766771772

Email: info@beptrang.com

Web: https://beptrang.vn/

Opening Hours: Daily 07:00AM – 10:00PM

Quang Nam area is famous for its noodles, but most people only knowabout noodles with pork and shrimp, chicken noodle or snakehead fishnoodle Only a few people aware that Frog Quang Noodle is also a specialdish since a long time ago in this area Bep Trang has developed the brandand promoted this little-known traditional dish to become a bright spot in thelocal culinary picture At this time, there are six branches of Bep Trang in DaNang city, including 30 Le Dinh Duong street, 10 Ha Bong street, 24 LeHong Phong street, 24 Pasteur street, 441 Ong Ich Khiem street, 451 Ong IchKhiem street

In addition to Frog Quang Noodle, Bep Trang has many attractivechoices for diners with a full range of other Quang Noodle as well asspecialties of Da Nang.

In each establishment, Bep Trang is very careful and invest in space for aclean, spacious and airy dining place, a bit rustic but no less delicate

This restaurant is quite famous with tourists as well as localities BepTrang has been recognized as a good brand with high quality and reliableservice The awards that Bep Trang is honored to receive are proof of themindset for innovation and is one of the pioneering brands in Da Nang cuisine

in particular and Vietnamese cuisine in general

3.3.1.2.Product of the restaurant

In addition to the specialty dish that makes Bep Trang's brand name isFrog Quang Noodle dish, but also many other dishes contribute to thediversity of the restaurant's menu, bringing the taste of Central cuisine suchas:

Duck/Chicken Drumsticks Quang

Noodle

79.000 VND

Chicken and Shrimp Quang Noodle 49.000 VND

Rice Dumpling Cake 45.000 VND

Vietnamese Beef Rice Noodle Soup 69.000 VND

Table 3.1: Menu dishes of Bep Trang Restaurant in 2021

In order for guests to enjoy the dish, the menu provides drinks such as:

Table 3.2: Menu drinks of Bep Trang Restaurant in 2021

3.3.1.3.The organizational structure of Bep Trang

Figure 3.1: Organization Structure of Bep Trang Restaurant.

Director

 The restaurant director has the responsibility and powers toadminister, manage and supervise all business activities, includingparticipating in business planning, strategy, recruiting staff, solving seriousand irregular matters

Restaurant Manager

 Recruiting, training and supervising staff

 Agreeing and managing budgets

Director

Restaurant managerSupervisor

Account

Department

Cashier

Kitchen Department

Lead CookChef staff Dishwashers

Bussiness Department

Bartender Security

guard

Waiter/Waitress

 Planning menus, ensuring compliance with licensing, hygiene andhealth and safety legislation/guidelines.

 Promoting and marketing the business

 Handling customer inquiries and complaints

 Greeting and advising customers, problem-solving, preparing andpresenting staffing/sales reports

 Keeping statistical and financial records

Supervisor

 Carry out maintenance on all restaurant equipment and records

 Manage and oversee all storage supplies for the restaurant

 Schedule activities (including shifts) for the restaurant’s staffaccording to the restaurant’s standards or guidelines

 Make sure that the restaurant attains every form of licensingrequirement

Kitchen Department

 Employees of the kitchen prepare the food for the whole guests;ensuring food hygiene and safety standards, and high aesthetics

Account department

 Being specialized in paying staff, licenses and accounting documents

 Being responsible for reporting restaurant’s expenditures, taxes,business results, expenses and revenues monthly/ quarterly/ annually

3.3.1.4.The facilities of Bep Trang Restaurant

Name of

equipment

In good condition

Still in use In need of

Table 3.3: The facilities of Bep Trang Restaurant

According to the table above, it is clear that Bep Trang Restaurant isequipped with a lot of modern equipment in good or still in use However,there is still some old equipment that needs replacement to ensure the quantityand quality For example, the computers are old and slow to use, becausethey have been used for a long time, this cause machines to malfunction andslow processing slowly, which affects customer service speed Menu alsoneed to be replaced to ensure the quality of customer service

3.3.1.5 The labor force

Position Quantity Age Gender Qualification

Male Female Intermediate College University

Table 3.4: The Labor Structure at Bep Trang Restaurant

The table above gives information about the labor force in the restaurant.The majority of staff are female because they are enthusiastic and meticulous.Moreover, education qualifications, most of them attend universityspecialized in tourism The average working age is 20-30 years old so theyhave many years of experience in the service industry They are very active,creative, and good health They often learn and improve their knowledge sothey can easily adapt to their work

3.3.2 Ba Mua Quang Noodle Restaurant

3.3.2.1.Overview of Ba Mua Quang Noodle Restaurant