TRƯỜNG ĐẠI HỌC DUY TÂN VIỆN ĐÀO TẠO VÀ NGHIÊN CỨU DU LỊCH TÓM TẮT KHÓA LUẬN TỐT NGHIỆP ĐỀ TÀI: NGHIÊN CỨU VỀ CHẤT LƯỢNG CẢM NHẬN VỀ DỊCH VỤ CỦA KHÁCH HÀNG TẠI BỘ PHẬNTIỀN SẢNH VINPEARL CONDOTEL IVERFRONT DA NANG GVHD: ThS LÊ ĐÌNH AN SVTH: BÙI UYÊN PHƯƠNG MSSV: 24207212451 LỚP : K24-PSU-DLK1 Đà Nẵng, Năm 2022 Công trình được hoàn thành tại trường ĐẠI HỌC DUY TÂN Người hướng dẫn khoa học: ThS Lê Đình An Người phản biện: Bùi Uyên Phương Khóa luận sẽ được bảo vệ tại Hội đồng chấm KLTN họp tại Trường Đại học Duy Tân, vào hồi giờ ngày tháng năm 20 Có thể tìm hiểu KLTN tại Thư viện Trường Đại học Duy Tân 1 CHAPTER 1: INTRODUCTION 1.1 Objectives of the project 1.1.1 Common goals The topic "Research on perceived service quality of customers at the front desk of Vinpearl Condotel Riverfront Da Nang" was studied through the following influencing factors: service process, staff, facilities and convenience 1.1.2 Detail goal 1.2 Research object & scope (state of research problem) 1.2.1 Research subjects Customers use services at Vinpearl Condotel Riverfront Da Nang during the study period 1.2.2 Research scope 1.3 The urgency of the process Through the research essays of the students of the Institute of Tourism Research and Training from the previous term I found that most of the assignments on improving service quality at Vinpearl Condotel Riverfront Da Nang pointed out the actual situations that the facility encountered, but the articles did not clearly show solutions to improve the quality of services On the facility side, Vinpearl Condotel Riverfront Da Nang has been focusing on the customer's service quality perception, collecting customer opinions through the evaluation form of the facility's service quality However, the establishment only stops at the reference level to draw experience, has not yet provided a specific measurement scale for in- depth analysis and evaluation of this issue Therefore, "Research on perceived service quality of customers at the front desk of Vinpearl Condotel Riverfront Da 2 Nang" will clarify the influencing factors more deeply than research essays from key through data collection, data processing and analysis methods And this research is very important for the establishment in planning appropriate and sustainable strategies to improve the perceived service quality of customers in the coming time Because of the time limit, in this article, we only study the following four factors: service process, staff attitude, facilities and convenience 1.4 The structure of the graduation thesis Chapter 1: The Beginning Chapter 2: Theoretical foundations and research models Chapter 3: Research Methods Chapter 4: Research results Chapter 5: Discussion and recommendations CHAPTER 2: THEORETICAL BASIS AND RESEARCH MODEL 2.1 General overview of the hotel 2.1.1 Hotel concept and hotel business 2.1.1.1 Hotel concept 2.1.1.2 Hotel business activities 2.1.2 Products of the hotel 2.1.3 Characteristics of hotel products 2.2 General overview of perceived quality of hotel services 2.2.1 Concept and relationship between perceived service and service quality 2.2.2 Characteristics of perceived quality of hotel services 2.3 Staff – manager 2.4 Service Process 2.5 Facilities 3 2.6 Research model of service quality under customer's perception and satisfaction - (Tangibles) (Perceived (Perceived - (Reliability) Service) Service - (Responsivenes) Quality) - (Assurance) (Expected - (Empathy) Service) Figure 2.3 Perceived service quality model (Parasurama, Zeithaml & Berry, 1998) 2.7.1 Proposed research model Figure 2.4 Research proposal model of the author 2.7.2 Research hypothesis 4 CHAPTER 3: RESEARCH METHODS 3.1 Overview of Vinpearl Condotel Riverfront Da Nang Address: 341 Tran Hung Dao, An Hai Bac ward, Son Tra district, Da Nang city Phone: +84 0236 364 2888 Fax: +84-510-3940 999 Website: https://www.vinpearl.com Email: info.VPCORFDN@vinpearl.com Condotel Riverfront Danang was also honored as the leading riverfront hotel in Vietnam thanks to its beautiful location with more than 850 rooms facing the Han River and Dragon Bridge, providing a comfortable resort experience for tourists 3.1.2 Types of rooms - Executive Suite River View - Executive Suite - Studio King - Studio Twin 3.1.3 Restaurants in hotels 3.1.4 Additional services 5 3.2 Research process Theoretical Original Preliminary basis scale research: Interview, Table of The scale group discussion questions and model Adjusted Formal Interviews collected Research dữ liệu Check the Cronbach's coefficient Alpha scale Adjust EFA factor analysis the model Regression analysis Model Conformity check testing Figure 3.2 Research process 3.3 Methods of data collection 3.4 Methods of data processing and analysis 3.4.1 Descriptive statistical analysis methods 3.4.2 Method of testing the reliability of the scale Cronbach's Alpha by coefficient 3.4.3 Exploratory factor analysis method EFA 6 3.4.4 Correlation regression analysis method 3.5 Building a scale The questionnaire was built from the proposed scale Part 1 ASSESSMENT CRITERIA OF VINPEARL CONDOTEL RIVERFRONT DA NANG's SERVICE QUALITY Please indicate your own thoughts and evaluations by ticking () in the number box that matches your choice through the questions in the sections below with the following convention: 1: Very Bad 2: Bad 3: Average 4: Good 5: Very Good Symbo Content Criteria Rating Level l Staff 1 2 34 5 NV1 Staff are friendly, polite, courteous 12345 NV2 Staff have neat, good-looking clothes 12345 NV3 Employees understand and respond to your requests 12345 NV4 Staff can communicate with guests in popular 12345 NV5 languages (Vietnamese, English, Korean) Staff is always ready to actively serve you 12345 PV1 12345 PV2 Service process 12345 PV3 Quick check-in process 12345 PV4 Accurate and professional service process 12345 PV5 Quick response to your requests During the stay, the staff provides general information about the hotel Quick check-out process Facilities 7 Symbo Content Criteria Rating Level l 12345 Landscape, the view of the hotel is attractive 12345 HH1 Equipment commensurate with star standards 12345 HH2 The layout of areas and facilities to meet your HH3 requirements 12345 Equip and ensure safe means of rescue, rescue 12345 HH4 and fire prevention Fresh air, relax HH5 Convenience TL1 Location of hotel is convenient for arrival and 12345 departure TL2 Personal care facilities are always available 12345 (massage, sauna, gym, etc.) TL3 The swimming pool is always ready to serve you 1 2 3 4 5 TL4 Convenient to go to local tourist attractions 12345 General satisfaction HL1 Meet the expectations of guests about the 12345 services at the hotel HL2 You will come back to the hotel in the future 12345 HL3 You will recommend the hotel to your friends 12345 and relatives HL4 You satisfied when using the service at the hotel 1 2 3 4 5 Other comments from customers: ………………………………… Part II CUSTOMER INFORMATION 1 Gender: Male Female 2 Age: 8 Under 30 years old From 30 to under 40 years old From 40 to under 50 years old From 50 to under 60 years old Over 60 years old 3 Income: Under 10 million 10 to less than 15 million VND 15 to less than 20 million VND Over 20 million VND 4 Family status: Single Married but no children Married and have children 5 Education: Graduated under the university Graduated Master 6 Current job: State cadres and civil servants Business Officials and employees in enterprises (not the State) 7 The number of times you use Vinpearl Condotel Riverfront Da Nang: First time Used 2 times Used 3 times Used more than 3 times THANK YOU AND BEST REGARDS FOR YOUR HELP Source: Appendix 2, Bui Uyen Phuong (2022), Graduation Thesis CHAPTER 4: RESEARCH RESULTS 4.1 Research results 4.1.1 Description of the study sample The process of distributing survey samples and collecting data will start from 01/2022 to 04/2022 with a total of 250 samples emitted, 250 samples collected, with a valid number of 185 samples Thus, the database that has been processed and analyzed is 185 samples Table 4.1 Describe the characteristics of the survey sample No Characteristics of the survey Frequency Percentage 9 sample Gender 1 Male 64 34.6 65.4 2 Female 121 100.0 Total 185 17.3 21.1 Age 38.9 14.6 1 Under 30 years old 32 8.1 100.0 2 From 30 to under 40 years old 39 35.1 3 From 40 to under 50 years old 72 31.9 33.0 4 From 50 to under 60 years old 27 100.0 5 Over 60 years old 15 41.1 31.9 Total 185 16.2 10.8 Family status 100.0 1 Single 65 35.1 41.6 2 Married but no children 59 23.2 3 Married and have children 61 Total 185 Income/month 1 Under 10 million VND 76 2 10 to less than 15 million VND 59 3 15 to less than 20 million VND 30 4 Over 20 million VND 20 Total 185 Education 1 Graduated under the university 65 2 Graduated 77 3 Master 43 10 Total 185 100.0 Current job 1 State cadres and civil servants 53 28.6 2 Officials and employees in 61 33.0 enterprises (not the State) 3 Business 71 38.4 Total 185 100.0 The number of times you use service of the hotel 1 First time 94 50.8 27.0 2 Used 2 times 50 13.5 8.6 3 Used 3 times 25 100.0 4 Used more than 3 times 16 Total 185 Source: Author's results from SPSS 20 software 4.1.2 Model analysis 4.1.2.1 Measuring reliability by Cronbach's Alpha coefficient (1) Reliability of the scale “Staff” Table 4.2 Reliability of the scale “Staff” Cronbach’s Alpha = 0,911 Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Item Deleted Item Deleted Correlation Deleted NV1 14.5514 8.042 786 888 NV2 14.5351 8.022 776 890 NV3 14.4973 8.121 725 901 11 NV4 14.5568 7.922 799 885 NV5 14.4649 8.000 782 889 Cronbach's Alpha coefficient of the scale "Staff" is 0.911 (>0.6) The total correlation coefficient of all observed variables is greater than 0.3 Thus, the reliability of this scale is satisfactory (2) Reliability of the “Facilities” scale The Cronbach's Alpha reliability coefficient of the "Facilities" scale is 0.898 (>0.6) The total correlation coefficient of all observed variables is greater than 0.3 Thus, the reliability of this scale is satisfactory Table 4.3 Reliability of the “Facilities” scale Cronbach’s Alpha = 0,898 Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Item Deleted Item Deleted Correlation Deleted HH1 16.83784 8.311 758 874 HH2 16.84865 8.488 742 877 HH3 16.78378 8.257 789 867 HH4 16.78378 8.355 806 863 HH5 16.87568 8.675 651 897 (3) Reliability of the scale “Service process” Table 4.4 Reliability of the scale “Service process” Cronbach’s Alpha = 0,942 12 Scale Mean if Scale Corrected Cronbach's Item Deleted Variance if Item-Total Alpha if Item Correlation Deleted Item Deleted PV1 18.0919 6.225 785 940 PV2 18.0432 6.368 809 935 PV3 18.0541 6.193 832 931 PV4 18.0054 6.125 918 916 PV5 18.0541 5.921 880 922 The Cronbach's Alpha reliability coefficient of the "Service process" scale is 0.942 (>0.6) The total correlation coefficient of all observed variables is greater than 0.3 Thus, the reliability of this scale is satisfactory (4) Reliability of the scale “Convenience” The Cronbach's Alpha reliability coefficient of the "Convenience" scale is 0.906 (>0.6) The total correlation coefficient of all observed variables is greater than 0.3 Thus, the reliability of this scale is satisfactory Table 4.5 Reliability of the scale “Convenience” Cronbach’s Alpha = 0.906 Scale Mean if Scale Variance Corrected Cronbach's Item Deleted if Item Deleted Item-Total Alpha if Item Correlation Deleted TL1 11.7622 5.389 869 849 13 TL2 11.8757 5.577 763 889 TL3 11.7189 5.921 752 892 TL4 11.7838 6.062 780 883 (5) Reliability of the scale “Perceived value of service” Cronbach's Alpha reliability coefficient of the scale "Perceived value of service" is 0.864 (>0.6) The total correlation coefficient of all observed variables is greater than 0.3 Thus, the reliability of this scale is satisfactory Table 4.6 Reliability of the scale “Perceived value of service” Cronbach’s Alpha = 0.906 Scale Mean if Scale Variance Corrected Cronbach's Item Deleted if Item Deleted Item-Total Alpha if Item HL1 11.8486 1.694 Correlation Deleted HL2 11.8108 1.719 712 .826 714 .825 HL3 11.803 1.809 657 .848 765 .804 HL4 11.8054 1.679 4.1.2.2 Exploratory factor analysis EFA (1) Factor analysis of observed variables belonging to the group of independent variables KMO coefficient = 0.859 > 0.5, so factor analysis is 14 appropriate with research data According to the test results Bartlett's statistic is 2689,069 with Sig significance level = 0.000 < 0.05 indicates that the data used for factor analysis are completely appropriate Table 4.7 KMO coefficient test and Bartlett's test of independent variables KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling .859 Adequacy 2689.069 171 Bartlett's Test of Approx Chi-Square .000 Sphericity df Sig Table 4.8 Total explanatory variance of the independent variables Total Variance Explained Extraction Sums of Rotation Sums of Initial Eigenvalues Squared Loadings Squared Loadings Cumulative % % of Variance Total Cumulative % % of Variance Total Cumulative % % of Variance Total (Component) 1 5.975 31.449 31.449 5.975 31.449 31.449 4.041 21.269 21.269 2 3.946 20.769 52.218 3.946 20.769 52.218 3.712 19.536 40.805 3 2.595 13.657 65.876 2.595 13.657 65.876 3.640 19.156 59.961 4 2.038 10.728 76.604 2.038 10.728 76.604 3.162 16.643 76.604 15 There are 4 factors extracted based on the criterion of eigenvalue greater than 1, so these 4 factors summarize the information of 19 observed variables included in EFA in the best way The total variance that these 4 factors extracted is 76.604% > 50% The scales achieve convergence value is reasonable because there is no item measuring 2 factors and all the factor weights are high (>0.5) and all have convergent value (2) Factor analysis of observed variables belonging to the group of dependent variables Table 4.10 KMO coefficient test and Bartlett's Test of independent variables KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling 825 Adequacy Bartlett's Test of Approx Chi-Square 336.988 Sphericity df 6 Sig .000 Table 4.11 Total explanatory variance of the dependent variable Total Variance Explained 16 Extraction Sums of Squared Initial Eigenvalues Loadings Cumulative % % of Variance Total Cumulative % % of Variance Total (Component) 1 2.841 71.026 71.026 2.841 71.026 71.026 2 461 11.522 82.547 3 395 9.883 92.431 4 303 7.569 100.000 The results of EFA analysis of the dependent variable showed that only 1 factor was extracted, with a KMO index of 0.825 Thus, the factor analysis is appropriate, the EFA analysis is completed because it has reached statistical reliability Calculation results are as shown in Table 4.10 and Table 4.11 above 4.1.2.3 Correlation analysis 4.1.2.4 Regression analysis The general equation is built: SATISFACTION= Beta0 + Beta1X1 + Beta2X2 + Beta3X3 + Beta4X4 + Beta5X5 + ei In which: X1: Employee (NHANVIEN); X2: Facilities (CSVC); X3: Service Process (QTPV); X4: Convenience (SUTIENLOI); ei: Wrong number Performing the second linear regression analysis, the results are obtained in Table 4.14 as follows: Table 4.14 Results of 2nd linear regression coefficient analysis 17 Model Unstandardize Standar t Sig Collinearity Statistics d Coefficients dized Toleran VIF Coeffici ce ents .944 1.059 .998 1.002 B Std Beta .945 1.058 Error Durbin- Watson (Constant) 1.849 359 5.151 000 NV 226 059 257 3.841 000 CSVC .254 056 295 4.545 000 TL 197 052 252 3.769 000 Table 4.15 Summary model using Enter method Mode R R Adjusted R Std Error l Square Square of the Estimate 1 487a 238 225 54261 1.959 Table 4.16 ANOVA Analysis Table Model Sum of df Mean F Sig Square 18.805 .000b Squares 5.537 Regression 16.610 3 Residual 53.292 181 294 Total 69.901 184 The results of the regression analysis show that the coefficient of determination R2 = 0.238, the statistic F = 18,805 with sig 18 significance < 1% Thus, the estimated regression function is suitable and 3 independent factors NHANVIEN, CSVC, SUTIENLOI explain 23.8% variation in visitor satisfaction and perception - Statistics Durbin – Watson = 1,959 approximation value 2 Therefore, autocorrelation does not occur - VIF variance exaggeration factors have very small values and are far from the recommended threshold of 8 Therefore, multicollinearity does not occur • The normalized linear regression has the form SUHAIONG=0.257*NV+0.295*CSVC+0.252*STL In which: SUHAILONG: perceived quality and customer satisfaction NV: Staff CSVC: Facilities STL: Convenience