Đang tải... (xem toàn văn)
ABSTRACTVisitors to the hotel require many other convenient services in addition to resting. Whether a hotel is highclass or lowcost, the services provided are intended to satisfy visitors. The study uses qualitative observational analysis to present service qualitys positive and negative aspects at a hotel bakery. Finally, there are some suggestions for improving bakery service quality based on customer service theories. TABLE OF CONTENTSABSTRACTiTABLE OF CONTENTSii1. INTRODUCTION12. Relevant theories to service quality and additional services in the hospitality industry23. Service evaluation23.1. Positive aspect33.2. Negative aspect46. Recommendation57. Conclusion78. References8 1. IntroductionThe hotel business market is becoming more active today, with many hotels of various sizes, capital, and ownership structures. As a result, market competition is becoming increasingly fierce (Roy and Mani, 2022). Furthermore, as socioeconomic development grows, so do customers needs, who want to be served in the best way possible at a reasonable price. Furthermore, a prominent feature of services in general, and complementary services in particular, is that they are easily imitated because service production and consumption occur concurrently. When confronted with this situation, when the hotels product and service system is still not diverse and rich, and there is no competitive advantage, the hotel must develop a research plan to improve and develop its service system. Only then will the hotel be able to operate effectively in the current environment.Because hotel guests are tourists, they have the ability to pay more than regular spending. As a result, tourism demand is frequently referred to as luxury demand. According to the name feature, the hotel needs to diversify its products and improve product quality to meet the increasing needs of guests. Following the end of the Covid 19 pandemic, some of the hotels products and services will be invested in food, bars, laundry, fourseason swimming pools, fitness centres, spa services, meeting room services, and airport shuttle service. In addition to the services listed above, some luxury hotels may provide babysitting, golf course service, tennis court, selfdriving car rental service, flight ticketing support service, tickets for sightseeing tours, and karaoke services.This study aims to investigate relevant theories on service quality and additional service. Based on these theoretical foundations, the essay analyzes qualitatively by observing different service quality at a bakery in the Goldermark hotel service chain. The final content consists of theoretically based recommendations for bakeries to improve service quality.2. Relevant theories to service quality and additional services in the hospitality industryThe tourism industry is highly fragmented, with many sectors and subsectors catering to visitors needs. Visitors interact with various service providers, and the interaction process and service delivery reflect essential aspects of the tourism consumption process, such as value, quality, and satisfaction. In a nutshell, hospitality service quality is determined by comparing the quality expected to the quality of service received by the customer (Laws, 2001). Hotel service quality is defined as the level of customer satisfaction by service consumers.From the manufacturers perspective, service quality is the assurance of providing the service in accordance with the scenario using the highly professional skills of the supply staff and management team (Raval, 2012). From the customers perspective, service quality is the level of customer satisfaction during service consumption, as well as the overall service of the company that brings a chain of benefits and fully satisfies the expected demands of customers, commensurate with the costs that customers must pay.Zeithaml defined service quality in 1988 as an assessment of customers based on the overall excellence of services. Although researchers generally agree on the importance of service quality in customer satisfaction and firm performance, there is no agreement on a model for measuring service quality. Service quality is multidimensional (Brady Cronin, 2001), with different dimensions depending on the service industry. Nonetheless, service quality measurement enables managers to identify problems in the service provided to customers in order to improve efficiency and quality in order to satisfy customers and fulfil their desires.Service quality has been extensively researched since the early 1980s when Gronroos introduced the Nordic model, the first model for measuring service quality. He believes that technical qualities should be distinguished as an outcome of service performance from functional qualities as a subjective perception of the service provided. In 1985, Parasuraman, Zeithaml, and Berry introduced a new approach called SERVQUAL, the most wellknown and widely used model in service quality. They initially proposed ten dimensions for their model, but in the 1988 revision, they reduced the dimensions to five. The foundation of this model was based on measuring the differences between customer expectations and perceptions of the service provided via five suggested dimensions.Additional services are services provided to customers to satisfy nonmandatory needs, such as essential services, which must be present in the service business (Kethuda and Agras, 2017). The essence of the supplementary service is to add value to the primary service and facilitate guests use of the basic service. The supplementary service must have a synchronous, correlated relationship with the basic service. Additional services help to meet the maximum needs of customers, prolong the business season, improve competitiveness, create more jobs and increase revenue for the hotel.3. Service evaluationThe author used the qualitative observation method to collect information on the characteristics and factors affecting service quality at the bakery on the 4th floor of the Goldmark Hotel, a 3star hotel in Hanoi located at 136 Ho Tung Mau. The bakery shop specializes in providing all types of bread and cakes using only natural ingredients and avoiding the use of additives. Products range from bread to cakes, ideal for birthdays, weddings, or any other event. The bakerys passion is to provide fresh, highquality bakery products to the hotel residential community that delight customers and make anniversaries the most treasured moments. Figure 1: Bill on 562022 Figure 2: Bill on 2162022In order to obtain objective evaluation results, service quality is assessed several times per day during peak and offpeak hours. Direct observation of the phenomenon under study is a valuable tool in the field of service quality because it informs us about its characteristics and influencing factors (Ghildiyal et al., 2022). Capability to describe and explain behaviour, collect complete and reliable data corresponding to identified behaviours, events, and situations, and place ideally in a theoretical context.3.1. Positive aspect
ABSTRACT Visitors to the hotel require many other convenient services in addition to resting Whether a hotel is high-class or low-cost, the services provided are intended to satisfy visitors The study uses qualitative observational analysis to present service quality's positive and negative aspects at a hotel bakery Finally, there are some suggestions for improving bakery service quality based on customer service theories i TABLE OF CONTENTS ABSTRACT i TABLE OF CONTENTS .ii INTRODUCTION Relevant theories to service quality and additional services in the hospitality industry .2 Service evaluation 3.1 Positive aspect .3 3.2 Negative aspect .4 Recommendation Conclusion .7 References ii Introduction The hotel business market is becoming more active today, with many hotels of various sizes, capital, and ownership structures As a result, market competition is becoming increasingly fierce (Roy and Mani, 2022) Furthermore, as socioeconomic development grows, so customers' needs, who want to be served in the best way possible at a reasonable price Furthermore, a prominent feature of services in general, and complementary services in particular, is that they are easily imitated because service production and consumption occur concurrently When confronted with this situation, when the hotel's product and service system is still not diverse and rich, and there is no competitive advantage, the hotel must develop a research plan to improve and develop its service system Only then will the hotel be able to operate effectively in the current environment Because hotel guests are tourists, they have the ability to pay more than regular spending As a result, tourism demand is frequently referred to as luxury demand According to the name feature, the hotel needs to diversify its products and improve product quality to meet the increasing needs of guests Following the end of the Covid 19 pandemic, some of the hotel's products and services will be invested in food, bars, laundry, four-season swimming pools, fitness centres, spa services, meeting room services, and airport shuttle service In addition to the services listed above, some luxury hotels may provide babysitting, golf course service, tennis court, self-driving car rental service, flight ticketing support service, tickets for sightseeing tours, and karaoke services This study aims to investigate relevant theories on service quality and additional service Based on these theoretical foundations, the essay analyzes qualitatively by observing different service quality at a bakery in the Goldermark hotel service chain The final content consists of theoretically based recommendations for bakeries to improve service quality Relevant theories to service quality and additional services in the hospitality industry The tourism industry is highly fragmented, with many sectors and sub-sectors catering to visitors' needs Visitors interact with various service providers, and the interaction process and service delivery reflect essential aspects of the tourism consumption process, such as value, quality, and satisfaction In a nutshell, hospitality service quality is determined by comparing the quality expected to the quality of service received by the customer (Laws, 2001) Hotel service quality is defined as the level of customer satisfaction by service consumers From the manufacturer's perspective, service quality is the assurance of providing the service in accordance with the scenario using the highly professional skills of the supply staff and management team (Raval, 2012) From the customer's perspective, service quality is the level of customer satisfaction during service consumption, as well as the overall service of the company that brings a chain of benefits and fully satisfies the expected demands of customers, commensurate with the costs that customers must pay Zeithaml defined service quality in 1988 as "an assessment of customers based on the overall excellence of services." Although researchers generally agree on the importance of service quality in customer satisfaction and firm performance, there is no agreement on a model for measuring service quality Service quality is multidimensional (Brady & Cronin, 2001), with different dimensions depending on the service industry Nonetheless, service quality measurement enables managers to identify problems in the service provided to customers in order to improve efficiency and quality in order to satisfy customers and fulfil their desires Service quality has been extensively researched since the early 1980s when Gronroos introduced the Nordic model, the first model for measuring service quality He believes that technical qualities should be distinguished as an outcome of service performance from functional qualities as a subjective perception of the service provided In 1985, Parasuraman, Zeithaml, and Berry introduced a new approach called SERVQUAL, the most well-known and widely used model in service quality They initially proposed ten dimensions for their model, but in the 1988 revision, they reduced the dimensions to five The foundation of this model was based on measuring the differences between customer expectations and perceptions of the service provided via five suggested dimensions Additional services are services provided to customers to satisfy nonmandatory needs, such as essential services, which must be present in the service business (Kethuda and Agras, 2017) The essence of the supplementary service is to add value to the primary service and facilitate guests' use of the basic service The supplementary service must have a synchronous, correlated relationship with the basic service Additional services help to meet the maximum needs of customers, prolong the business season, improve competitiveness, create more jobs and increase revenue for the hotel Service evaluation The author used the qualitative observation method to collect information on the characteristics and factors affecting service quality at the bakery on the 4th floor of the Goldmark Hotel, a 3-star hotel in Hanoi located at 136 Ho Tung Mau The bakery shop specializes in providing all types of bread and cakes using only natural ingredients and avoiding the use of additives Products range from bread to cakes, ideal for birthdays, weddings, or any other event The bakery's passion is to provide fresh, high-quality bakery products to the hotel residential community that delight customers and make anniversaries the most treasured moments Figure 1: Bill on 5/6/2022 Figure 2: Bill on 21/6/2022 In order to obtain objective evaluation results, service quality is assessed several times per day during peak and off-peak hours Direct observation of the phenomenon under study is a valuable tool in the field of service quality because it informs us about its characteristics and influencing factors (Ghildiyal et al., 2022) Capability to describe and explain behaviour, collect complete and reliable data corresponding to identified behaviours, events, and situations, and place ideally in a theoretical context 3.1 Positive aspect One of the prerequisites for a successful restaurant business is the restaurant's location(Hanaysha, 2016) Customers at the hotel cannot travel far because the lunch break is so short. As a result, they prefer to eat in the building or walk quickly to a nearby restaurant, which is more convenient than ordering fast food delivery but saves time and money The store is on the fourth floor of the Goldmark hotel, with windows overlooking An Binh lake It is a popular destination for office workers as well as primary and secondary school students This pastry shop has a fresh atmosphere that makes it convenient for domestic and foreign visitors to eat Because the restaurant receives a large number of international guests, this is one of the most critical factors in promoting its business The staff is very young, dynamic, and enthusiastic, and they work with a complete system of technical facilities to meet the customers' needs as quickly and efficiently as possible The restaurant's business activities have grown thanks to diverse and modern equipment Figure 3: Manager Store Le Dang Dung The furniture arrangement in the bakery is scientific and airy, with a modern and dynamic style that still exudes luxury The product layout is eye-catching, easy for users to select, and ensures impressive consumer attraction Cake shops that use materials that have sound lighting effects will save money on electric lights Aisles between counters and airy shelves make the most of the pastry shop's space without taking away from it Figure 4: Toast, pan, snack, and sweetbreads on showcases 3.2 Negative aspect A portion of the bakery's service staff is unprofessional, and the level of enthusiasm does not match the restaurant's motto Even though there were many people talking at the counter, the food was still slow to arrive Customers will feel more at ease if the staff is friendly, even if they have to wait a long time The bakery manager should provide specific instructions so employees can interact with customers flexibly while still adhering to the company's requirements Customer service representatives must be trained to deal with stressful situations with customers (Salomonson et al., 2012) This employee factor is reflected in many ways, but most are in employees' friendliness with colleagues and customers and their respect for work and the workplace Furthermore, professional behaviour is reflected in the observance of uniform regulations and personal hygiene, as well as the handling of personal matters during working hours The bakery's lighting system is still dim and in need of improvement It is not recommended to install a single light line, but rather to combine light colours such as yellow and white light into one system so that the bakery can change the light colour to better match the weather The pastry shop will have magical seasonal effects as a result of this Figure 5: The check-out counter Many items on equipment are scratched, old, and worn; staff uniforms are tainted, and sometimes the thread is chipped The lack of tools and the unsanitary conditions persist; the aisle between the store and the grill lacks an empty carpet, making it difficult for staff to move; and the menu remains limited, often repetitive, and challenging to meet the needs of customers Recommendation Working in the service sector Hospitality is a highly emotional experience Because the customer's perception determines the final product's quality, hoteliers' mission is to please as many guests as possible while attempting to change the unsatisfactory ones who remain This study makes some recommendations for the bakery's human resources, facilities and menus Product and service characteristics are labour intensive (Wynn and Mueller, 1998) The service staff who have direct contact with customers should significantly impact the pastry shop's success As a result, an effective solution for fast food service development is to first and foremost train staff with professional skills and good service capacity and instil in employees love of the profession, personality, and ethics Human psychology is always on the lookout for new information They frequently ask questions in order to obtain answers As a result, restaurant employees must not only serve food and drinks but also be knowledgeable enough to answer customers' questions politely and confidently To accomplish this, the restaurant must organize training to provide accurate information; the rest depends on the staff's awareness, concern, and seriousness The most common example is remembering loyal customers' names and preferences but not forgetting and being skilful when proactively suggesting new accompanying dishes that will most likely suit their needs As a result, both customers and staff save time, and diners have more exciting options Along with labour and human resources, technical facilities and equipment are critical in improving the quality of food services (Bangal, 2020) The store must invest in equipment to ensure uniformity, regular maintenance, repair, and equipment arrangement When used in processing and employee work, the water supply and drainage system must also pay attention to the utility Technical baking facilities require more attention, as labour protection tools, uniforms, lockers, and storage to ensure scientific orderliness and convenience Items must be picked up regularly, and cleaning chemicals must be added Chemicals must be used in accordance with each item to arrange the placement of gas stoves, grills, and water systems to facilitate preliminary processing and raw material processing Figure 6: Product diversification is the most effective way to attract customers to the store According to Kučerová et al (2013), product diversification is the process of expanding a company's product portfolio to meet the needs of the market and society while remaining appropriate to the business environment conditions to create a reasonable and adequate product structure To diversify effectively, businesses must consider the relationship between product diversification and production and business planning and the relationship between diversification and production organization Today's cultural environment has changed people's dietary needs, necessitating a wide range of bakery and beverage products The bakery must modernize its dishes, offer various servings, create various tastes for diners to choose from, and come up with impressive names for their dishes to stay on trend Additionally, there is a variable price for each portion, meal, and food product, which must also be seasonally appropriate In addition to expanding the menu, the restaurant must maintain food hygiene, closely monitor the purchasing process of raw materials, select fresh ingredients to ensure quality, and store them properly 7 Conclusion Tourism is now regarded as an essential industry and a critical economic sector in many countries around the world As a result, in order to expand their business activities, companies must have extensive relationships with customers and service providers Along with that, service packages and products in the hotel are indispensable factors that affect customer satisfaction These services include bars, laundry, four-season swimming pools, fitness centres, spa services, restaurants and bakeries This study has raised several theories related to service quality and additional service, thereby making objective comments on the service quality of a bakery on the 4th floor of the Goldenmark hotel In the end, this study offers some recommendations based on relevant theories to enhance the bakery service quality 8 References Parasuraman, A Zeithaml, V A and Berry, L L (1985) A Conceptual Model of Service Quality and Its Implications for Future Research Journal of Marketing, 49(4), pp.10 Gronroos, C (1982) Strategic Management and marketing in the service sector (1st ed.):Helsingfors: Swedish school of Economics and Business Administration Brady, M K., and Cronin, J J (2001) Customer Orientation: Effects on Customer Service Perceptions and Outcome Behaviors Journal of Service Research, 3(2), pp.241-251 Bangal, V (2020) Importance of “Non-Technical Skills” in Improving Quality of MCH Services Women's Health Science Journal 4(2), pp.1-2 Hanaysha, J (2016) Restaurant Location and Price Fairness as Key Determinants of Brand Equity: A Study on Fast Food Restaurant Industry Business and Economic Research 6(1), pp.310 Zeithaml, V A., & Berry, L L (1985) A Conceptual Model of Service Quality and Its Implications for Future Research Journal of Marketing, 4(3),pp.10 Kethuda, O and Agras, S (2017) Effect of satisfaction from after-sales services provided in authorized automobile services on recommendations to other customers Pressacademia 3(1), pp.691-699 Kučerová, J., Šottníková, V and Nedomová, Š (2013) Influence of dietary fibre addition on the rheological and sensory properties of dough and bakery products Czech Journal of Food Sciences 31(No 4), pp.340-346 Laws, E (2001) Service Problems, Service Crises and Service Disasters Journal of Quality Assurance in Hospitality & Tourism 2(1-2), pp.119-129 Raval, T (2012) A Perspective on Service Quality and Closing Service Quality Gaps Paripex - Indian Journal Of Research 3(8), pp.83-85 Roy, S and Mani, D (2022) VC’s in an Emerging Market: Becoming Increasingly Diversified with Experience: Academy of Management Proceedings 2022(1) Salomonson, N., Åberg, A and Allwood, J (2012) Communicative skills that support value creation: A study of B2B interactions between customers and customer service representatives Industrial Marketing Management 41(1), pp.145155 Wynn, T and Mueller, C (1998) Product Characteristics, Human Capital, and Labor Market Segments: Services and the Distribution of Rewards in Labor Market Transactions The Sociological Quarterly 39(4), pp.597-622 Ghildiyal, A., Devrari, J and Dhyani, A (2022) Quality of healthcare service and its influencing factors International journal of health sciences , pp.8609-8622 10 ... Sciences 31( No 4), pp.340-346 Laws, E (20 01) Service Problems, Service Crises and Service Disasters Journal of Quality Assurance in Hospitality & Tourism 2 (1- 2), pp .11 9 -12 9 Raval, T (2 012 ) A... 6 (1) , pp. 310 Zeithaml, V A., & Berry, L L (19 85) A Conceptual Model of Service Quality and Its Implications for Future Research Journal of Marketing, 4(3),pp .10 Kethuda, O and Agras, S (2 017 )... customers and customer service representatives Industrial Marketing Management 41( 1), pp .14 515 5 Wynn, T and Mueller, C (19 98) Product Characteristics, Human Capital, and Labor Market Segments: Services