AN INVESTGATION AND SOME SOLUTIONS TO ENHANCING THE SERVING QUALITY OF STAFF IN THE MUSEUM OF CHAM SCULPTURE

AN INVESTGATION AND SOME SOLUTIONS TO ENHANCING THE SERVING QUALITY OF STAFF IN THE MUSEUM OF CHAM SCULPTURE , 1.1 Definition and characteristics of service quality 1.1.1 Definition of quality According to the classical view, it is said: Quality is the level that conforms to the preset regulations on some characteristics of the product, but from a modern perspective: Quality is appropriate for its purpose and is customer satisfaction. In addition, according to ISO 8402 (TCVN 581494) defines that: Quality is all the characteristics of a product or service capable of satisfying the set or potential requirements. On the other hand, according to the Vietnamese dictionary, quality is the total of basic properties and attributes of things or things. According to Oxfords pocket dictionary: Quality is perfection, it is a comparative or absolute characteristic, specific sign, facts, basic parameters. But according to French standards NF X 50109: Quality is the potential of a product or service to satisfy the needs of users. According to ISO 9000: 2000 definition: Quality is the level of inherent set of characteristics that meet requirements. 1.1.2 Definition of service quality Service quality is the quality that customers can only evaluate after using the service or after having contact with direct service employees, which means having a certain experience of service (excerpt from Quality of Service. General Training Center for Standards and Measurements). Quality of service is the quality that customers must rely on their ability, reputation and brand of the service provider for evaluation. If many suppliers are reputable, consumers will be more and more confident in the quality of their services. 1.1.3 Characteristics of service quality 1.1.3.1 Assessment and measurement of service quality The quality of service is not good or not because the perception of customers cannot be touched or seen, therefore it is very difficult to measure. Feeling is a psychological category, accordingly it depends on factors objectivity of each visitor, it is not stable and has no conventional measure. For example, customer perceptions of service quality are based on the guests psychological state, health status, and ethnic origin of each guest. These factors change overtime, as a result different times guests will feel different quality of service. The difficulty of evaluating and measuring museum service quality has caused some museum managers to tend to rely on visible activities, such as counting the number of daily visitors or based on how the service staffs conduct with their manager is also a way to infer their attitudes towards the museums customers. 1.1.3.2 Assessed through direct consumer perception of museum products. This feature stems from the following reasons: The first feature of the quality of service has proved that the quality of museum service depends on the perception of consumers directly on the product. Due to the characteristics of museum products and services: the process of creation and consumption process of museum services takes place

DUY TAN UNIVERSITY

FACULTY OF ENGLISH

GRADUATION PAPER

NGUYEN PHUONG THAO

AN INVESTGATION AND SOME SOLUTIONS TO ENHANCING THE SERVING QUALITY OF STAFF IN

THE MUSEUM OF CHAM SCULPTURE

MAJOR : ENGLISH FOR TOURISM Code : K22.702

Da Nang ,2020

FACULTY OF ENGLISH

GRADUATION PAPER

NGUYEN PHUONG THAO

AN INVESTGATION AND SOME SOLUTIONS TO ENHANCING THE SERVING QUALITY OF STAFF IN

THE MUSEUM OF CHAM SCULPTURE

The topic "An Investigation and some Solutions to enhancing the Serving

quality of staff in The Museum of Cham Sculpture" is the content I chose to

study and do my final thesis after four years of studying English for Tourism

at Duy Tan University

To complete the process of researching and perfecting this project, firstly, Iwould like to express my deep gratitude to Ms.Vo Thi Thanh Tam of theDepartment of Foreign Languages - Duy Tan University; She directed andguided me through the research process so that I could complete the project

In addition, I would like to express my sincere thanks to the teachers in theDepartment of Foreign Languages who have contributed valuable ideas forthe project

On this occasion, I would also like to thank the Faculty of English - Duy TanUniversity, the leaders and the brothers and sisters who are working at TheMuseum of Cham Sculpture for giving me the opportunity and time during

No other person’s work has been used without due acknowledgement in thethesis.

If there is any fraud, I am fully responsible for the content of my thesis

Danang, April 5 th , 2020

NGUYEN PHUONG THAO

The project "An Investigation and some Solutions to enhancing the Serving

quality of staff in The Museum of Cham Sculpture" is implemented from

March 2020 to April 2020 The research content of the topic is analyzing andassessing the actual situation The amount of service at The Museum of ChamSculpture from which to give management solutions to improve servicequality at the museum Information is collected by actual survey of customersvisiting the museum and the museum's annual statistics The study uses fieldsurvey methods, observation methods, reference methods to analyze thesituation, and receives customer reviews about the factors affecting servicequality From the results of the analysis, the study has also proposedadministrative implications to improve the quality of service at The Museum

of Cham Sculpture based on the development perspectives of the museum;research results of the topic; Customer comments during the survey process.Solutions to improve service quality at The Museum of Cham Sculptureinclude: creating trust for customers for the quality of service at the museum;improve tangible facilities; improve policies for staff; improve the serviceattitude of employees, enhance policies to resolve complaints, solutions toimprove service quality from the opinions of customers

TABLES & FIGURES

Diagram 2.1: Organization chart of The Museum of Cham sculpture 28

Table 1.1: Number of employees of The Museum of Cham sculpture 29

Table1.2: Employees evaluation criteria 34

Table 1.3 Equipment used at the museum 34

Table 1.4 The tools used at the museum 35

Table 1.5 Situation of visitors coming through the years 38

Chart 3.1 Quality the technical of The Museum of Cham Sculpture 39

Chart 3.2 Servey the service of The Museum of Cham Sculpture 40

TABLE OF CONTENTS

ACKNOWLEDGEMENT i

STATEMENT OF AUTHORSHIP ii

ABSTRACT iii

TABLES & FIGURES iv

TABLE OF CONTENTS v

PART A: INTRODUCTION 1

1 Rationale 1

2 Aims and Objectives 1

3 Scope of the study 2

4 Method of the study 2

5 Organization of the study 2

6 Practical significance 2

PART B: DEVELOPMENT 4

CHAPTER I: THEORETICAL BACKGROUND 4

1.1 Definition and characteristics of service quality 4

1.1.1 Definition of quality 4

1.1.2 Definition of service quality 4

1.1.3 Characteristics of service quality 5

1.1.3.1Assessment and measurement of service quality 5

1.1.3.2Assessed through direct consumer perception of museum products. 5

1.1.3.3The process of providing museum services 6

1.1.3.4Consistency requirements 7

1.2 The role and significance of improving the service quality of the museum 8

1.2.1 The role of improving the service quality of the museum 8

1.2.2 The significance of improving the service quality of the museum 9

1.2.2.1High quality service to increase profits for the museum 9

1.2.2.2Increase the competitiveness and reasonable price increase in the market 10

1.2.2.3Improve service quality to minimize business costs for businesses 11

1.3 A number of factors affect service quality 12

1.3.1 Facilities 12

1.3.2 Quality of labor force 14

1.3.3 Service process 14

1.3.4 Some other factors 15

CHAPTER II: OVERVIEW OF THE MUSEUM OF CHAM SCULPTURE .17

2.1 Overview of the Museum of Cham Sculpture 17

2.1.1 Location of the Museum of Cham Sculpture 17

2.1.2 Service of the museum 20

2.1.2.1 Scientific research activities: 20

2.1.2.2 Activities of researching, collecting and documenting documents, objects and intangible cultural heritages: 22

2.1.3 Facilities and equipment of the museum 26

2.1.4 The organizational structure and number of employees of the museum of Cham sculpture 28

2.1.4.1Organization chart of the museum 28

2.1.4.2Number of employees at the museum 29

2.1.5 Functions and duties of each museum employees 29

2.1.6 Regulations on the staff of the Museum of Cham Sculpture 30

2.1.7 Staff working rules at The Museum of Cham Sculpture 31

2.2 Overview of the museum’s business situation 34

2.2.1 Technical facilities at the museum 34

2.2.2 The service quality of welcoming in The museum of Cham Sculpture 35

2.3 General comments about service quality at the museum 36

CHAPTER III: ANALYZE THE SERVICE OF THE MUSEUM OF CHAM SCULPTURE 38

3.1 The business Museum of Cham Sculpture in recent year 38

3.2 The quality of technical facilities 39

3.3 The quality of service 40

3.4 General evaluation to strong points and weak points in service quality of The Museum of Cham sculpture 40

3.4.1 Strong points in service quality of The Museum of Cham sculpture 40

3.4.2 Weak points in service quality of The Museum of Cham sculpture .41

PART C: CONCLUSION AND SUGGESTIONS 42

1.1 The basis of the proposed solution 42

1.1.1 The direction and business goals of the museum in the future 42

1.1.1.1 Museum's direction in the near future 42

1.1.1.2 The goal of the museum in the future 42

1.1.2 Museum business environment 43

1.1.2.1 Macro environment 43

1.1.2.2 Micro factors 45

1.2 Solutions 46

1.2.1 Complete mechanisms and policies for employees 46

1.2.2 Complete technical facilities 48

1.2.3 Complete and set service standard 48

1.2.4 Construction of a system for checking and supervising service quality 49

2.1 Recommendations for museums 49

CONCLUSION 51

REFERENCE 52

PART A: INTRODUCTION

1 Rationale

Vietnam tourism is on the rise and integration of the world, the number

of international tourists coming to Vietnam is increasing and domestictourism is also increasing rapidly due to the enhanced economic life as well asthe need to relax on the planet The spirit of the workers is getting more andmore attention Grasping the trend of the times, many state-owned enterprises

as well as private enterprises boldly invest in businesses to exploit thebenefits from tourism This is the reason for the establishment of a series ofmechanical units, catering business to meet the needs of guests from budget toluxury And this has created fierce competition in the catering business It isthis competition that has spurred the exploration of restaurant business units

to create novel and attractive products and services to attract customers aswell as constantly improve service quality to have Customer satisfaction.Therefore, in order to the increasing demands of guests and compared to thestrong development of the tourism industry, especially in the current fiercecompetition, businesses need to have specific solutions to having a largenumber of visitors and ensuring the business situation is a very necessarywork Thus, I chose the topic: "An Investigation and some Solutions toenhance the Serving quality of staff in The Museum of Cham Sculpture"

2 Aims and Objectives

- Systematize theoretical basis for service quality at The Museum ofCham Sculpture

- Analyze the status of business and service at The Museum of ChamSculpture

- Propose some ideas to improve service quality at The Museum ofCham Sculpture

3 Scope of the study

- Scope of research: Department of Education and Communication atThe Museum of Cham Sculpture

- Research period: 2020

4 Method of the study

- Field survey method: Directly participating in the service process at themuseum to make the assessment more objective, clear and detailed

- Observation method: during the internship at the museum, observingthe relevant information, observing the attitude of customers to see whetherthey are satisfied with the services and service of the museum or not, fromThat knows how to improve the service quality of the museum mostaccurately

- The method of reference synthesizing data through the museum'sannual report, previous reports Method of comparing data over years ofmuseum

Using methods of general analysis, observation and reference throughthe internet Applying the knowledge learned about the service quality andpractical combination of the museum

5 Organization of the study

The topic consists of 3 chapters:

Chapter I: Theoretical background

Chapter II: Overview of the Museum of Cham Sculpture

Chapter III: Analyze the service quality of the Museum of ChamSculpture

6 Practical significance

Currently, the sculpture museum plans to build and implement a qualitymanagement system in customer service to maximize customer satisfaction to

enhance competitiveness in the market So the study of service quality isimportant to the museum

The results of the research have provided museums with a more detailedview of service quality and the impact of service quality on the satisfaction oftourists visiting the museum More importantly, providing solutions tomanage and improve service quality for employees

PART B: DEVELOPMENT

CHAPTER I: THEORETICAL BACKGROUND 1.1 Definition and characteristics of service quality

1.1.1 Definition of quality

According to the classical view, it is said: Quality is the level that conforms

to the pre-set regulations on some characteristics of the product, but from amodern perspective: Quality is appropriate for its purpose and is customersatisfaction In addition, according to ISO 8402 (TCVN 5814-94) definesthat: Quality is all the characteristics of a product or service capable ofsatisfying the set or potential requirements On the other hand, according tothe Vietnamese dictionary, quality is the total of basic properties andattributes of things or things According to Oxford's pocket dictionary:Quality is perfection, it is a comparative or absolute characteristic, specificsign, facts, basic parameters But according to French standards NF X 50-109:Quality is the potential of a product or service to satisfy the needs of users.According to ISO 9000: 2000 definition: Quality is the level of inherent set ofcharacteristics that meet requirements

1.1.2 Definition of service quality

Service quality is the quality that customers can only evaluate after usingthe service or after having contact with direct service employees, whichmeans having a certain experience of service (excerpt from "Quality ofService" General Training Center for Standards and Measurements) Quality

of service is the quality that customers must rely on their ability, reputationand brand of the service provider for evaluation If many suppliers are

reputable, consumers will be more and more confident in the quality of theirservices.

1.1.3 Characteristics of service quality

1.1.3.1 Assessment and measurement of service quality

The quality of service is not good or not because the perception ofcustomers cannot be touched or seen, therefore it is very difficult to measure.Feeling is a psychological category, accordingly it depends on factorsobjectivity of each visitor, it is not stable and has no conventional measure.For example, customer perceptions of service quality are based on the guests'psychological state, health status, and ethnic origin of each guest Thesefactors change overtime, as a result different times guests will feel differentquality of service The difficulty of evaluating and measuring museum servicequality has caused some museum managers to tend to rely on visibleactivities, such as counting the number of daily visitors or based on how theservice staff's conduct with their manager is also a way to infer their attitudestowards the museum's customers

1.1.3.2 Assessed through direct consumer perception of museum products.

This feature stems from the following reasons:

The first feature of the quality of service has proved that the quality ofmuseum service depends on the perception of consumers directly on theproduct Due to the characteristics of museum products and services: theprocess of creation and consumption process of museum services takes place

almost identical in time and space, confirming that customers play animportant role in product

The customer is an indispensable member and participates directly in thisprocess They are the protagonists of the hospitality business as consumers ofthe service So they have both the look of the insiders, and the look of peoplewho spend money to buy museum products, buy the service of museum staff

If customers feel about the service of the business better and better, itmeans that customers feel a higher level of satisfaction So for those who donot directly use the products of the museum will not exactly feel the quality ofthe museum's service

From this feature, managers who want to accurately assess the quality ofmuseum service must always stand on the view of direct consumers andcustomers Staff must try to understand exactly the needs and wants of guests;Employees absolutely do not rely on their own comments or feelings toconsider

1.1.3.3 The process of providing museum services

A process of providing museum services is always done based on twobasic factors: the museum's technical facilities and the employees directlyinvolved in the service delivery process Therefore, when evaluating thequality of museum service, customers tend to rely on the technical quality andthe quality of skills to evaluate the quality of service

Quality of technical includes the quality of the components of themuseum's technical facilities such as the level of comfort, modernity ofequipment, the level of aesthetics in interior decoration and guest design

museum, the level of hygiene inside and outside the museum, the level ofsafety assurance in the design and installation of equipment and machinery inthe museum Technical quality helps guests answer questions when feelingabout the quality of museum service.

Quality of function includes factors related to people, especially the staffdirectly at the museum It is the attitude, conduct, ability to communicate,appearance of the employee, skill level, education level, health status, age

of the service staff

These factors have a strong and direct impact on the perception ofcustomers when using museum services to help customers answer questionswhen assessing the quality of museum services

Both quality of technical and quality of function have an impact on the image

of a museum and decide on the perceived service quality of the museum Theproblem for museum managers always interested and seek to improve both:The quality of technical and quality of functional of the museum on a regularbasis based on changes in the needs and preferences of the target customermarket museum

1.1.3.4 Consistency requirements

Consistency here is understood in two perspectives:

Firstly, it is a high and unified consistency in awareness and actions of alldepartments, all members of the museum from top to bottom The qualitygoal is to achieve enterprise demand Consistency therefore also requires themuseum business policies to be in sync with each other

Secondly, it is uniform, comprehensive, front and back as one and true tothe promise that the museum has announced to the customer The quality ofmuseum service requires great anytime, anywhere for every customer,demanding for employees in all parts of the museum This means that it isimpossible to allow quality of service to focus on the application of certainimportant frontage areas that museum managers think are easy to see for guesthave coping properties It is also unacceptable that the live waiters only try tokeep an eye on the guests they consider to be VIPs The quality of museumservice cannot be only good at the beginning when a new customer comes touse the museum service and the next visit is no longer necessary The quality

of museum service is not only in the very good words that the museum hasannounced to unfairly compete with competitors in the advertising media.However, the consistency of museum service quality is not equated with theimmutability of this concept The quality of service does not have to takeplace in a certain time just to attach to the chest of a medal a style ofachievement

1.2 The role and significance of improving the service quality of the museum

1.2.1 The role of improving the service quality of the museum

Improving the quality of museum service is important to the museum Amuseum that wants to survive and compete in the market with competitorsmust constantly improve its service quality Quality of service reflects thestandard of the museum The higher the standard, the higher the servicequality requirement The improvement of service quality is to improve the

quality of the products and services that the museum offers to customers tomake the customer most satisfied.

1.2.2 The significance of improving the service quality of the museum 1.2.2.1 High quality service to increase profits for the museum

High quality service helps the museum retain old customers and create moreloyal customers and attract more new customers

We all know that serving in a museum is difficult to measure and evaluate thequality Customers who come to a museum often rely on reliability, such asword of mouth or their own experience, to make a decision to use museumproducts and services Thus, the high quality of service not only keeps oldcustomers but also draws new customers to the museum without spending anyexpenses on marketing and advertising When the museum is not concernedabout the quality of service and the poor quality of service management willmake customers unhappy, then they are ready to decide to switch to the use ofcompetitors' products and services Guests will not provide good museuminformation to unknown people As a result, the museum loses its oldcustomers and potential customers Otherwise the museum will cost a lot ofmoney and effort for marketing activities and it still takes a lot more time toregain the trust of customers

Thus, improving the quality of museum service will help the museum retainold guests and attract potential customers That creates many benefits for themuseum to minimize marketing costs, advertising costs, which reduces thecost of products for museums to increase market share and maintain a highgrowth rate on targets will increase sales for museums to increase loyal

customers is a measure to promote the reputation of the museum brand something every museum manager wants to achieve in today's competitivemarket in Vietnam.

-1.2.2.2 Increase the competitiveness and reasonable price increase in the market

The tourist market is the main market, the most important museum This isalso the market with the most fastidious customers, they have high solvencyand always require very high quality of service

On the other hand, tourism needs are those who want to leave the residenceregularly and busy, stressful and boring daily living environment to go to amore interesting place They desire to really rest, relax comfortably Whentravelers have spent their time and money, they don't want unnecessaryannoyance or discomfort.Therefore, they are willing to spend more money ifthey know in advance that they can buy good quality products The product is

of good quality In fact, the museum has known to take advantage of thisfeature to find ways to improve the quality of its service to a higher level ofcompetitors in order to increase the price of the product in a reasonable way

So, still ensure increased competition in the market By investing in servicequality, the museums have retained the existing customers on the one hand,attracting more new customers without spending on advertising andmarketing

On the other hand, it is also a tool to help businesses increase the price oftheir products while maintaining their reputation, reputation and asserting aposition in the market

It also means that improving museum service quality helps museumbusinesses improve their competitiveness in the market.

1.2.2.3 Improve service quality to minimize business costs for businesses

In addition to reducing marketing and museum advertising expenses, thecontinuous improvement of service quality is also an effective measure tosave business costs for businesses

Quality of service is guaranteed to reduce the chance of making mistakesduring service That will help:

Minimize the waste of time and cost for checking and monitoring ofservice process

Reduce the costs of repairing errors: The cost of compensation for guests,the cost of dealing with bad public opinion about the museum, handling costsfor customer complaints

Quality High service will reduce unreasonable costs of manpower because: The museum maintains good service quality will provide workers with apositive working environment Employees tend to stay longer and more loyal

to the business Therefore, the museum labor turnover ratio will be reduced,recruitment costs and staff selection due to the constant disturbance

Employees often feel proud to work in reputable businesses in themarket They realize that the benefits of the museum are closely linked to theincome of each employee In order to stick with businesses, employees areoften more self-aware at work and self-study and improve their professional

reality Therefore, the high quality of museum service helps to minimizetraining and staff training costs for the museum

In summary, constantly improving the service quality brings a lot of benefits

to business museums in the current conditions of Vietnam .Besides, thequality of museum service also requires that Vietnamese museum enterpriseshave to survive and develop in business conditions through many ups anddowns and complicated fluctuations In other words: investment to theimprovement in the quality of service must become a "compulsory choice" formuseums in the current development phase

1.3 A number of factors affect service quality

Facing this situation, in order to survive and assert their position in themarket, businesses must find all ways and implement all measures to haveenough competitive power It is in addition to the advantages of size, location,price, quality of technical facilities Museums need a system of attractiveproducts and services to customers Maintaining and improving the quality ofservices is to maintain and improve the reputation of businesses in the market

So to attract and attract tourists, there is no other way but to improve thequality of service There are many factors that affect the quality of service thatbusinesses need to focus resources to perform in order to meet the maximumneeds of customers

1.3.1 Facilities

Facilities have a great influence on the quality of service In the museumfacilities, modern, aesthetic, hygiene, safety will make guests Quality ofservice is guaranteed to reduce the chance of making mistakes during service

That will help: minimize the waste of time and cost for checking andmonitoring of service process Reduce the costs of repairing errors: The cost

of compensation for guests, the cost of dealing with bad public opinion aboutthe museum, handling costs for customer complaints Quality High servicewill reduce unreasonable costs of human resources because: The museummaintains good service quality will provide workers with a positive workingenvironment Employees tend to stay longer and more loyal to the business.Therefore, the museum labor turnover ratio will be reduced, recruitment costs,staff selection due to the constant disturbance Employees often feel proud towork in reputable and reputable businesses in the market, they realize thebenefits of the museum are closely linked to the interests of eachemployee In order to stick with businesses, employees are often more self-aware at work and self-study and improve their professional skills, self-improvement of the missing areas to meet the requirements of reality.Therefore, the high quality of museum service helps to minimize training andstaff training costs for the museum

In summary, constantly improving the service quality brings a lot of benefits

to business museums in the current conditions of Vietnam In addition,Vietnamese businesses that want to survive and develop in businessconditions with many ups and downs and complicated fluctuations must payattention to the quality of service In other words: investment to improve andimprove the quality of services must become a "compulsory choice" formuseums in the current development stage

1.3.2 Quality of labor force

In the museum service business, the human factor plays an important role

in providing services and it directly affects the perception of customers duringthe use of products and services Thus investing in people to improve servicequality is a direct investment to improve the quality of museum service

All the staff in the museum, from managers to those who provide specificservices directly to the guests, everything they do and what they say affectstheir customers' perceptions Staff directly serve guests representingbusinesses and directly affect customer satisfaction They act as a salesmanand a marketing staff With a specific feature of the museum product is theservice created by the human element A museum with modern facilities andfacilities but with a weak, unqualified and unqualified labor force, customerswill not choose the service at that business Therefore the quality of the laborforce greatly affects the quality of service

Employees are the ones who directly interact with customers and create goodimpression of service in the eyes of customers Therefore, the quality of theworkforce is assessed on the labor level: professional qualifications,educational levels, foreign language skills, communication skills Besides,there is a spirit of attitude in serving customers and a collective spirit inperforming the work Whether the workforce is professional or not affects theimage of the museum

1.3.3 Service process

Businesses must design a service process in a standard manner and managewell the problems that may occur affecting the technological process of the

museum business departments As a result, museums can set service standardsthat meet the requirements of the target market It is very important ifbusinesses realize that standardized service does not mean rigid service.Which standards of customer-oriented service is to ensure that most of theimportant aspects of service are performed at or above customer expectations.Service process is comprised of stages, steps for employees to best servecustomers By organizing a good service process, employees work with amore professional and efficient service style, avoiding the mistakes in service.Customers who see employees working on such a process will appreciate thequality of service It is a standard for managers to assess whether theiremployees are working according to the process.

1.3.4 Some other factors

The coordination between the parts in the museum: For the quality of

service is perfect, there must be a solidarity working between the partstogether The departments support each other into a unified whole towards thepurpose of improving service quality to bring satisfaction to customers

Service standards: Including service personnel standards, hygiene

standards, menu standards help the service process be better and to measureand assess the quality of museum services like which also offers qualityimprovement solutions to best serve customers

Competitors: In order to compete with other competitors selling the same

products and services, the quality of museum services must be better and havemany advantages compared to competitors' products to retain old customersand attract more new customers to increase sales for businesses

Dealing with customer complaints: The museum may receive different

complaints and complaints from guests thereby helping the museumunderstand the causes of dissatisfaction and it is an opportunity forimprovement The museum's services cater better to customers

Compared to other businesses, tourism is still a new issue, with manythings to consider from theory to operational practice However, in recentyears, Vietnam's tourism industry has had many encouraging developments Therefore, studying the factors affecting service quality to providesolutions to improve service quality Doing research on this issue is a regularand long-term activity On that basis, museums in Vietnam can apply to theresearch of influencing factors to come up with solutions to improve businessefficiency, create a competitive advantage for museums, contributing toimproving the quality of the tourism industry and creating favorableconditions for tourism development in a sustainable manner

CHAPTER II: OVERVIEW OF THE MUSEUM OF CHAM

SCULPTURE

2.1 Overview of the Museum of Cham Sculpture

Name : The Museum of Cham Sculpture

Address : No 02, 2/9 street, Da Nang city, Vietnam

Phone / Fax: (84-236) 3574801 - (84-236) 3572935

Email : btdkc@danang.gov.vn / gdtt-baotangcham@danang.gov.vnWebsite : http://chammuseum.vn/default.aspx

2.1.1 Location of the Museum of Cham Sculpture

Located at the junction near the junction of two most beautiful streets of

Da Nang city at No 2, 2/9 Street, Hai Chau District, Da Nang, right at thejunction of Trung Nu Vuong, Bach Dang and 2/9 streets, opposite with theVietnam Television Center in Da Nang City, the Cham Museum of ChamSculpture has a total area of 6,673 m², of which the display area is 2,000 m²

Road to Museum

- From the airport: to the Museum about 3 km

- From the train station: to the Museum about 4 km

- From the bus station: to the Museum about 10 km

- From the harbor: about 12 km to the Museum

In 2011, the Museum was listed as a first-class museum in Vietnam,confirming the role and contributions of the Museum of Cham Sculpture inthe conservation and promotion of cultural heritage values

The current director of the museum is Mr Ho Tan Tuan

2.1.2 Service of the museum

Scientific research activities

Activities of researching, collecting and documenting materials,exhibits and intangible cultural heritage

Other service activities

2.1.2.1 Scientific research activities:

The museum regularly through the implementation of scientific projects atall levels, programs, projects and other projects according to short-term andlong-term plans The museum is affiliated with domestic and foreignorganizations and individuals to deploy scientific research programs and plansrelated to museum activities in accordance with law