A research study submitted in partial fulfilment of the requirements for the Master degree of Business Administration, School of Management

Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2006

According to the World's Best 2005 list released by the world's leading US Travel and Leisure magazine, Hanoi is valued as one of the 5 best tourist cities in Asia. Visitors to Hanoi have increased dramatically. In order to adapt with this trend, the accommodation business in Hanoi has developed very fast. Five years ago, Hanoi had only 311 hotels and guesthouses offering a total of 9,207 rooms. The number of hotels and guesthouses has now increased to 427 with 12,500 rooms, of which have 179 hotels with 8,722 rooms having a consistent occupancy rate of more than 70 percent. The hotel market in Hanoi is in the high competitive and developing period. Reducing price has no longer been viewed as just one way of gaining competitive advantage. Hence, Hanoi Daewoo Hotel perceived service quality and customer satisfaction as competitive weapon. First, this research is carried out to study the hotel management and staff views on the role of service quality in the development of the hotel, and the condition of the current service quality at the hotel. Second, to measure perception of the hotel management and staff on service quality level and the importance of service quality at the hotel. Third, this research study also measures guests' satisfaction and assessments on importance level of service quality at the Daewoo hotel. The fourth, design an instrument for service quality measurement at Hanoi Daewoo Hotel based on the service cycle of hotel industry was also carried out. Findings analysis showed some differences between the hotel management and guests' assessments on service quality at the hotel and its importance level. For conclusion, the research proposed some recommendations for bridge above differences