MINISTRY OF EDUCATION AND TRAINING
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


MINISTRY OF EDUCATION AND TRAINING
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

SUPERVISOR: VO THI THANH TAM, M.A

DA NANG, 2020



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ACKNOWLEDGEMENT
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, I
would like to express my deep gratitude to Ms.Vo Thi Thanh Tam of the
Department of Foreign Languages - Duy Tan University; She directed and
guided 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 the
Department of Foreign Languages who have contributed valuable ideas for
the project.
On this occasion, I would also like to thank the Faculty of English - Duy Tan
University, the leaders and the brothers and sisters who are working at The
Museum of Cham Sculpture for giving me the opportunity and time during
my research.
Finally, I would like to thank my relatives and friends who have always been

with me, encouraging me to complete this course and essay.
Sincerely thank you!

Student: Nguyen Phuong Thao

Code: 2220323978


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STATEMENT OF AUTHORSHIP
I assure you that this is my own thesis and under the guidance of Ms. Vo Thi
Thanh Tam.
The research contents and results in this topic are honest and have not been
published in any previous forms. The figures in the tables for analysis,
comments and assessments are collected by myself from various sources.
No other person’s work has been used without due acknowledgement in the
thesis.
If there is any fraud, I am fully responsible for the content of my thesis.
Danang, April 5th, 2020
NGUYEN PHUONG THAO

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ABSTRACT
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 and
assessing the actual situation. The amount of service at The Museum of Cham
Sculpture from which to give management solutions to improve service
quality at the museum. Information is collected by actual survey of customers
visiting the museum and the museum's annual statistics. The study uses field
survey methods, observation methods, reference methods to analyze the
situation, and receives customer reviews about the factors affecting service
quality. From the results of the analysis, the study has also proposed
administrative 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 Sculpture
include: creating trust for customers for the quality of service at the museum;
improve tangible facilities; improve policies for staff; improve the service
attitude of employees, enhance policies to resolve complaints, solutions to
improve service quality from the opinions of customers.

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Code: 2220323978



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TABLES & FIGURES
ACKNOWLEDGEMENT......................................................................................................i
STATEMENT OF AUTHORSHIP.........................................................................................ii
ABSTRACT..........................................................................................................................iii
TABLES & FIGURES..........................................................................................................iv
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
CHAPTER II: OVERVIEW OF THE MUSEUM OF CHAM SCULPTURE.....................17
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
2.1.4.2Number of employees at the museum...............................................................29
2.1.5 Functions and duties of each museum employees...................................................29
2.2Overview of the museum’s business situation................................................................34
2.3 General comments about service quality at the museum...............................................35
CHAPTER III: ANALYZE THE SERVICE OF THE MUSEUM OF CHAM SCULPTURE
..............................................................................................................................................37

3.1 The business Museum of Cham Sculpture in recent year..............................................37
3.2 The quality of technical facilities...................................................................................38
3.3 The quality of service.....................................................................................................39
3.4 General evaluation to strong points and weak points in service quality of The Museum
of Cham sculpture................................................................................................................39
3.4.2 Weak points in service quality of The Museum of Cham sculpture........................40
PART C: CONCLUSION AND SUGGESTIONS...............................................................41
1.1.1 The direction and business goals of the museum in the future................................41
1.1.1.1 Museum's direction in the near future..............................................................41
The museum continues to affirm its position in the city market, as a museum will have
a certain reputation for its customers...........................................................................41

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The museum constantly improves the quality of service to meet the needs of the target
customers through the professional service skills of its staff.......................................41
The museum must tap potential customers and attract more potential customers to the
museum........................................................................................................................41
The museum needs to diversify and develop its services to better serve the needs of its
guests............................................................................................................................41
And it is indispensable that the museum should strengthen effective marketing

policies with travel companies and expand relationships with new partners...............41
1.1.1.2 The goal of the museum in the future..............................................................41
1.1.2 Museum business environment...............................................................................42
1.1.2.1 Macro environment..........................................................................................42
1.1.2.2 Micro factors....................................................................................................44
1.2Solutions..........................................................................................................................45
1.2.1 Complete mechanisms and policies for employees.................................................45
2.1 Recommendations for museums....................................................................................48
CONCLUSION....................................................................................................................50
REFERENCE.......................................................................................................................51

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TABLE OF CONTENTS
ACKNOWLEDGEMENT......................................................................................................i
STATEMENT OF AUTHORSHIP.........................................................................................ii
ABSTRACT..........................................................................................................................iii
TABLES & FIGURES..........................................................................................................iv
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
CHAPTER II: OVERVIEW OF THE MUSEUM OF CHAM SCULPTURE.....................17
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
2.1.4.2Number of employees at the museum...............................................................29
2.1.5 Functions and duties of each museum employees...................................................29
2.2Overview of the museum’s business situation................................................................34
2.3 General comments about service quality at the museum...............................................35
CHAPTER III: ANALYZE THE SERVICE OF THE MUSEUM OF CHAM SCULPTURE
..............................................................................................................................................37
3.1 The business Museum of Cham Sculpture in recent year..............................................37
3.2 The quality of technical facilities...................................................................................38
3.3 The quality of service.....................................................................................................39
3.4 General evaluation to strong points and weak points in service quality of The Museum
of Cham sculpture................................................................................................................39
3.4.2 Weak points in service quality of The Museum of Cham sculpture........................40
PART C: CONCLUSION AND SUGGESTIONS...............................................................41

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1.1.1 The direction and business goals of the museum in the future................................41
1.1.1.1 Museum's direction in the near future..............................................................41
The museum continues to affirm its position in the city market, as a museum will have
a certain reputation for its customers...........................................................................41
The museum constantly improves the quality of service to meet the needs of the target
customers through the professional service skills of its staff.......................................41
The museum must tap potential customers and attract more potential customers to the
museum........................................................................................................................41
The museum needs to diversify and develop its services to better serve the needs of its
guests............................................................................................................................41
And it is indispensable that the museum should strengthen effective marketing
policies with travel companies and expand relationships with new partners...............41
1.1.1.2 The goal of the museum in the future..............................................................41
1.1.2 Museum business environment...............................................................................42
1.1.2.1 Macro environment..........................................................................................42
1.1.2.2 Micro factors....................................................................................................44
1.2Solutions..........................................................................................................................45
1.2.1 Complete mechanisms and policies for employees.................................................45
2.1 Recommendations for museums....................................................................................48
CONCLUSION....................................................................................................................50
REFERENCE.......................................................................................................................51

Student: Nguyen Phuong Thao

Code: 2220323978



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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 domestic tourism
is also increasing rapidly due to the enhanced economic life as well as the
need to relax on the planet. The spirit of the workers is getting more and more
attention. Grasping the trend of the times, many state-owned enterprises as
well as private enterprises boldly invest in businesses to exploit the benefits
from tourism .This is the reason for the establishment of a series of
mechanical units, catering business to meet the needs of guests from budget to
luxury. And this has created fierce competition in the catering business. It is
this competition that has spurred the exploration of restaurant business units
to create novel and attractive products and services to attract customers as
well as constantly improve service quality to have Customer satisfaction.
Therefore, in order to the increasing demands of guests and compared to the
strong development of the tourism industry, especially in the current fierce
competition, businesses need to have specific solutions to having a large
number of visitors and ensuring the business situation is a very necessary
work. Thus, I chose the topic: "An Investigation and some Solutions to
enhance the Serving quality of staff in The Museum of Cham Sculpture"
2. Aims and Objectives
- Systematize theoretical basis for service quality at The Museum of
Cham Sculpture
- Analyze the status of business and service at The Museum of Cham

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

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3. Scope of the study
- Scope of research: Department of Education and Communication at
The Museum of Cham Sculpture
- Research period: 2020
4. Method of the study
- Field survey method: Directly participating in the service process at the
museum to make the assessment more objective, clear and detailed.
- Observation method: during the internship at the museum, observing
the relevant information, observing the attitude of customers to see whether
they are satisfied with the services and service of the museum or not, from
That knows how to improve the service quality of the museum most
accurately.
- The method of reference synthesizing data through the museum's
annual report, previous reports. Method of comparing data over years of
museum.

Using methods of general analysis, observation and reference through
the internet. Applying the knowledge learned about the service quality and
practical 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 Cham
Sculpture
6. Practical significance
Currently, the sculpture museum plans to build and implement a quality
management system in customer service to maximize customer satisfaction to

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enhance competitiveness in the market. So the study of service quality is
important to the museum.
The results of the research have provided museums with a more detailed
view of service quality and the impact of service quality on the satisfaction of
tourists visiting the museum. More importantly, providing solutions to
manage and improve service quality for employees.


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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 a
modern perspective: Quality is appropriate for its purpose and is customer
satisfaction. In addition, according to ISO 8402 (TCVN 5814-94) 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 Oxford's pocket dictionary: Quality is
perfection, it is a comparative or absolute characteristic, specific sign, 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 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

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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 staff's conduct with their manager is also a way to infer their attitudes
towards 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 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

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almost identical in time and space, confirming that customers play an
important role in product.
The customer is an indispensable member and participates directly in this
process. They are the protagonists of the hospitality business as consumers of
the service. So they have both the look of the insiders, and the look of people
who spend money to buy museum products, buy the service of museum staff.

If customers feel about the service of the business better and better, it
means that customers feel a higher level of satisfaction. So for those who do
not directly use the products of the museum will not exactly feel the quality of
the museum's service.
From this feature, managers who want to accurately assess the quality of
museum service must always stand on the view of direct consumers and
customers. Staff must try to understand exactly the needs and wants of guests;
Employees absolutely do not rely on their own comments or feelings to
consider.
1.1.3.3 The process of providing museum services
A process of providing museum services is always done based on two
basic factors: the museum's technical facilities and the employees directly
involved in the service delivery process. Therefore, when evaluating the
quality of museum service, customers tend to rely on the technical quality and
the quality of skills to evaluate the quality of service.
Quality of technical includes the quality of the components of the
museum's technical facilities such as the level of comfort, modernity of
equipment, the level of aesthetics in interior decoration and guest design

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museum, the level of hygiene inside and outside the museum, the level of
safety assurance in the design and installation of equipment and machinery in
the museum. Technical quality helps guests answer questions when feeling
about the quality of museum service.
Quality of function includes factors related to people, especially the staff
directly 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 of
customers when using museum services to help customers answer questions
when 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 .The
problem for museum managers always interested and seek to improve both:
The quality of technical and quality of functional of the museum on a regular
basis based on changes in the needs and preferences of the target customer
market 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 all
departments, all members of the museum from top to bottom. The quality goal
is to achieve enterprise demand Consistency therefore also requires the
museum business policies to be in sync with each other.

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Secondly, it is uniform, comprehensive, front and back as one and true to
the promise that the museum has announced to the customer. The quality of
museum service requires great anytime, anywhere for every customer,
demanding for employees in all parts of the museum. This means that it is
impossible to allow quality of service to focus on the application of certain
important frontage areas that museum managers think are easy to see for guest
have coping properties. It is also unacceptable that the live waiters only try to
keep an eye on the guests they consider to be VIPs. The quality of museum
service cannot be only good at the beginning when a new customer comes to
use 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 has
announced to unfairly compete with competitors in the advertising media.
However, the consistency of museum service quality is not equated with the
immutability of this concept. The quality of service does not have to take
place in a certain time just to attach to the chest of a medal a style of
achievement.
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. A
museum that wants to survive and compete in the market with competitors
must constantly improve its service quality. Quality of service reflects the
standard of the museum. The higher the standard, the higher the service
quality requirement. The improvement of service quality is to improve the


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quality of the products and services that the museum offers to customers to
make 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 more
loyal customers and attract more new customers.
We all know that serving in a museum is difficult to measure and evaluate the
quality. Customers who come to a museum often rely on reliability, such as
word of mouth or their own experience, to make a decision to use museum
products and services. Thus, the high quality of service not only keeps old
customers but also draws new customers to the museum without spending any
expenses on marketing and advertising. When the museum is not concerned
about the quality of service and the poor quality of service management will
make customers unhappy, then they are ready to decide to switch to the use of
competitors' products and services. Guests will not provide good museum
information to unknown people. As a result, the museum loses its old
customers and potential customers. Otherwise the museum will cost a lot of
money and effort for marketing activities and it still takes a lot more time to
regain the trust of customers.

Thus, improving the quality of museum service will help the museum retain
old guests and attract potential customers. That creates many benefits for the
museum to minimize marketing costs, advertising costs, which reduces the
cost of products for museums to increase market share and maintain a high
growth rate on targets will increase sales for museums to increase loyal
customers is a measure to promote the reputation of the museum brand -

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something every museum manager wants to achieve in today's competitive
market 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 is
also the market with the most fastidious customers, they have high solvency
and always require very high quality of service.
On the other hand, tourism needs are those who want to leave the residence
regularly and busy, stressful and boring daily living environment to go to a
more interesting place. They desire to really rest, relax comfortably. When
travelers have spent their time and money, they don't want unnecessary
annoyance or discomfort.Therefore, they are willing to spend more money if

they 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 this
feature to find ways to improve the quality of its service to a higher level of
competitors in order to increase the price of the product in a reasonable way.
So, still ensure increased competition in the market .By investing in service
quality, the museums have retained the existing customers on the one hand,
attracting more new customers without spending on advertising and
marketing.
On the other hand, it is also a tool to help businesses increase the price of
their products while maintaining their reputation, reputation and asserting a
position in the market.

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It also means that improving museum service quality helps museum
businesses 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, the
continuous improvement of service quality is also an effective measure to
save business costs for businesses.

Quality of service is guaranteed to reduce the chance of making mistakes
during service. That will help:
Minimize the waste of time and cost for checking and monitoring of service
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 costs
for customer complaints...
Quality High service will reduce unreasonable costs of manpower because:
The museum maintains good service quality will provide workers with a
positive 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 the market
.They realize that the benefits of the museum are closely linked to the income
of each employee. In order to stick with businesses, employees are often more
self-aware at work and self-study and improve their professional skills, selfimprovement of the missing areas to meet the requirements of reality.
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Therefore, the high quality of museum service helps to minimize training 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, the
quality of museum service also requires that Vietnamese museum enterprises
have to survive and develop in business conditions through many ups and
downs and complicated fluctuations. In other words: investment to the
improvement in the quality of service must become a "compulsory choice" for
museums 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 the
market, businesses must find all ways and implement all measures to have
enough competitive power. It is in addition to the advantages of size, location,
price, quality of technical facilities... Museums need a system of attractive
products and services to customers. Maintaining and improving the quality of
services 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 the
quality of service. There are many factors that affect the quality of service that
businesses need to focus resources to perform in order to meet the maximum
needs of customers.
1.3.1 Facilities
Facilities have a great influence on the quality of service. In the museum
facilities, modern, aesthetic, hygiene, safety will make guests. Quality of
service is guaranteed to reduce the chance of making mistakes during service.

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That will help: minimize the waste of time and cost for checking and
monitoring of service 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 costs for customer complaints ... Quality High service
will reduce unreasonable costs of human resources because: The museum
maintains good service quality will provide workers with a positive working
environment. 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 to
work in reputable and reputable businesses in the market, they realize the
benefits of the museum are closely linked to the interests of each employee .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 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. In addition,
Vietnamese businesses that want to survive and develop in business
conditions with many ups and downs and complicated fluctuations must pay
attention to the quality of service. In other words: investment to improve and
improve the quality of services must become a "compulsory choice" for
museums in the current development stage.

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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 during
the use of products and services. Thus investing in people to improve service
quality is a direct investment to improve the quality of museum service.
All the staff in the museum, from managers to those who provide specific
services directly to the guests, everything they do and what they say affects
their customers' perceptions. Staff directly serve guests representing
businesses and directly affect customer satisfaction. They act as a salesman
and a marketing staff. With a specific feature of the museum product is the
service created by the human element. A museum with modern facilities and
facilities but with a weak, unqualified and unqualified labor force, customers
will not choose the service at that business. Therefore the quality of the labor
force greatly affects the quality of service.
Employees are the ones who directly interact with customers and create good
impression of service in the eyes of customers. Therefore, the quality of the
workforce 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 in
performing the work. Whether the workforce is professional or not affects the
image of the museum.
1.3.3 Service process

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

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museum business departments. As a result, museums can set service standards
that meet the requirements of the target market. It is very important if
businesses realize that standardized service does not mean rigid service.
Which standards of customer-oriented service is to ensure that most of the
important aspects of service are performed at or above customer expectations.
Service process is comprised of stages, steps for employees to best serve
customers .By organizing a good service process, employees work with a
more professional and efficient service style, avoiding the mistakes in service.
Customers who see employees working on such a process will appreciate the
quality of service. It is a standard for managers to assess whether their
employees 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 parts
together. The departments support each other into a unified whole towards the
purpose 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 measure
and assess the quality of museum services like which also offers quality
improvement 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 have
many advantages compared to competitors' products to retain old customers
and attract more new customers to increase sales for businesses.

Student: Nguyen Phuong Thao

Code: 2220323978