Vietnamese Hotel Research Articles

National stereotypes in the cross-cultural service encounter: empirical evidence from Vietnam

Purpose This study aims to investigate Vietnamese hotel workers’ use of national stereotypes in cross-cultural service encounters. The study extends the existing knowledge on service failures and recovery attempts by illustrating how national stereotypes could inform these decisions through the lens of the script theory. Design/methodology/approach In this qualitative study, 34 service providers were interviewed about their experience in dealing with guests from different countries in Vietnamese hotels. Findings Service providers categorised guests based on their countries of origin to predict their behaviour prior to guest arrivals. When the guest’s behaviour matches the expectations, the service encounters went smoothly by following existing scripts. If there is a discrepancy between the guest behaviours and expectations, it could lead to service failure and the need for new scripts. Appropriate interventions in this process could turn anecdotes into accumulated understanding of guest behaviour for better service and guest experience as a new application of national stereotypes. Originality/value This study advances cross-cultural service encounter research by integrating national stereotypes and script theory. It sheds new light on how national stereotypes could inform service delivery and recovery attempts in service organisations.

Customer incivility's antecedents and outcomes: a case study of Vietnamese restaurants and hotels

PurposeCustomer incivility is a crucial issue that has multiple negative effects on organizations, especially in the hospitality industry. This study identified the antecedents of customer incivility and investigated its outcomes on frontline employees (FLEs) in the emerging market of Vietnam.Design/methodology/approachThis study used a quantitative methodology featuring interviews with 476 FLEs who frequently experienced customer incivility in Vietnamese restaurants and hotels. The data were analyzed using structural equation modeling.FindingsThe findings demonstrated four antecedents of customer incivility (training/knowledge, FLE incivility, service orientation, and environment) and three outcomes (revenge motivation, service sabotage, and turnover intention), as well as the mediating role of revenge motivation.Practical implicationsManagers can establish and upgrade training lessons with different syllabi for numerous FLE groups to improve staff perceptions and enhance the organization’s service orientation and environment, which can support the minimization of revenge motivation, service sabotage, and turnover intention among frontline staff members.Originality/valueThis study highlights how impactful customer incivility is and how to eliminate it by clarifying its origins and effects in Vietnamese hotel and restaurant organizations.

Does job satisfaction mediate the relationship between corporate social responsibility and employee organizational citizenship behavior? Evidence from the hotel industry in Vietnam

In the current corporate landscape, firms are confronted with a multitude of demands and pressures from diverse stakeholders with employees being the foremost and most crucial group. Developing a competitive advantage for the company requires attracting and maintaining employee engagement especially their participation in extra-role activities. The employment of corporate social responsibility (CSR) as a strategy for attracting and keeping talented employees helps businesses gain a competitive edge. In this regard, this paper investigates the relationship between corporate social responsibility (CSR) and employee organizational citizenship behavior (OCB) with job satisfaction as a mediating factor. We adopted stakeholder theory and social exchange theory to develop a research framework with five elements of CSR influencing OCB through job satisfaction. A self-administered survey was conducted to gather data from employees who work in the Vietnamese hotel industry. We received 375 valid responses after five months using convenient sampling methods. The structural equation modeling (SEM) analysis was run in SmartPLS to test the proposed hypotheses. The results of our study showed that the only CSR that directly impacts OCB is CSR towards the environment; CSR towards customers, CSR towards the community and CSR towards the environment all indirectly impact OCB through the mediation of job satisfaction. Based on the findings, we recommended that hotels regularly share CSR initiatives with staff members in order to encourage them to participate in extracurricular activities at work.

“Boss, I am gonna to quit!!!” The resignation experiences of hotel employees in Vietnam

The hospitality industry has been confronted with the problem of attracting and retaining high quality employees while employee turnover is a continuous challenge. The purpose of this study is to explore the experiences of hotel employees in the resignation process in Vietnam. This study also adds on to the steps in the Mobley Model. A qualitative approach, 16 in-depth interviews were conducted, and data were analyzed. This study findings supported the Mobley Model and extended the model by furnishing a comprehensive picture of hotel employees’ resignation experiences in Vietnam. A study that explored the experiences of the resignation of Vietnamese hotel employees to understand the whole process as well as to identify the possible actual reasons affecting their resignation decision throughout their experiences.

Classifying Different Levels of Customer Satisfaction With Vietnamese Hotel Services by Analyzing Customer Feedback

The development of online booking systems has created information platforms for sharing customers when choosing a destination. Mining this information helps to understand the customer's experience and measure customer satisfaction with hotel services. Recent studies used this approach with machine learning or language models to mine the data generated by customers on the internet. However, this approach still has some limits when wanting to understand more customer insight. This article uses linguistics rules to measure customer satisfaction by combining aspects and polarity words. In the first step, the dataset with 21,196 reviews on seven main cities in Vietnam was collected from TripAdvisor. Next, the study developed a series of formulas to measure customer satisfaction with Vietnamese hotel service aspects based on inferential statistics and linguistic rules. Python's VADER library was used to measure overall customer satisfaction for Vietnamese hotels. In the final step, by language analysis, the authors calculate and grade the satisfaction score with hotel aspects from 1 to 5. Moreover, the study discovered the negative aspects of positive reviews, while previous studies were rarely mentioned.

베트남 호텔의 서비스에 대한 고객공감이 라포르 및 고객시민행동에 미치는 영향

베트남 호텔의 서비스에 대한 고객공감이 라포르 및 고객시민행동에 미치는 영향

Understanding customer experience with Vietnamese hotels by analyzing online reviews

On the post-pandemic recovery green economy track, especially in the hospitality and tourism industry, businesses must accelerate digital transformation and enter the race to increase customer experience. Improving customer experience is critical, and understanding customers’ emotions and needs after using hotel services is crucial. This is why businesses increasingly rely on online customer reviews on booking sites to gain insight into what their customers seek. By understanding their needs and experiences, hotel managers can provide services that meet customer expectations and improve overall service quality. Although online review analysis is meaningful for hotel managers because of its practicality in business operations, a specific model, method, or tool is needed to explore customer emotions. This study proposes a method to analyze customers’ online reviews of Vietnamese hotel services. With a Data set of 20,551 reviews collected from TripAdvisor, the study examines customers’ perceptions of Vietnamese hotel services overall and aspects of hotel services by combining language rules of natural language and inferential statistics. The key findings indicate that customers are most satisfied with the “place” aspect of hotels, with a satisfaction rate of 78%, while the “room” service aspect has the lowest satisfaction rate at 61.3%. These results have recommended that hotel managers in Vietnam prioritize understanding customers’ sentiments and opinions to improve service quality in aspects where satisfaction rates are lower.

Exploring Customer Feedback on Their Hotel Experiences in Vietnam

Over the past twenty years, customer experience has attracted the attention of researchers and business executives. For the hotel service industry, understanding customer experience becomes a necessity, as it is one of the top goals for hotel survival. With the development of e-commerce and the globalized hotel industry, customers are easily shared on online booking sites, making hotel managers work harder to design a good customer experience management plan. This chapter proposes an approach to analyzing data from customers' online reviews with their experiences to understand their emotional and psychological states after using Vietnamese hotel services. The Python language is used for statistical analysis of these data, and the Vander library measures customers' positive and negative views after the hotel service experience. The results show that most customers are satisfied with Vietnamese hotel services, and less than 10% are dissatisfied with aspects such as staff, price, check-in, and location.

Linking entrepreneurial leadership and innovation performance in hospitality firms: the roles of innovation strategy and knowledge acquisition

PurposeTo achieve business success in a competitive market, hospitality firms are urged to search for different ways to enhance the firms' innovation capabilities. Drawing on dynamic capability theory, this study examined the role of entrepreneurial leadership in promoting product and process innovation through the mediating effect of innovation strategy and the moderating effect of knowledge acquisition.Design/methodology/approachData were collected through a time-lagged (two waves, two months apart) survey from 137 managers and 322 employees working in 103 Vietnamese hotels. Structural equation modeling (SEM) was used to test the proposed hypotheses in our conceptual model.FindingsThe findings revealed that entrepreneurial leadership is positively associated with both product and process innovation. In addition, these relationships are mediated by innovation strategy. While the relationship between innovation strategy and product innovation is moderated by knowledge acquisition, evidence was not obtained for the moderation effect of knowledge acquisition on the link between innovation strategy and process innovation.Originality/valueThe findings advance innovation and leadership literature by identifying the roles of entrepreneurial leaders in managing an organization as a dynamic system and developing appropriate innovation strategy to adapt to rapidly changing environments. In addition, this study offers important implications for hospitality firms that are investing in innovation activities and are seeking ways to promote the firms' innovation of products and processes.

Determining criteria for evaluating the quality of Vietnamese hotel through guest's online reviews

Determining criteria for evaluating the quality of Vietnamese hotel through guest's online reviews

CONTACTLESS SERVICES IN VIETNAM'S HOSPITALITY INDUSTRY: CASE STUDIES OF THE JW MARRIOTT HANOI AND THE NOVOTEL HANOI THAI HA HOTEL

In Vietnam, contactless services in the hotel business are still relatively new. We provide an overview of the research on contactless services and related matters in this study. Following the fishbone or cause and effect diagram first introduced by Kaoru Ishikawa in 1968, the theoretical framework was developed on the five hotel internal factors (5M) that influence the implementation of contactless services in Vietnamese hotels. Our research is grounded in this theoretical framework to investigate the actual condition of providing contactless services at two 5-star hotels, the JW Marriott Hanoi and the Novotel Hanoi Thai Ha. To accomplish the purpose of the research, we used a variety of methodologies, including desk study and analysis; participant observation; questionnaire surveys; and in-depth interviews. Based on the findings of the research, the paper provides discussions and recommendations for the deployment of contactless services in Vietnamese hotels.

Reducing hotel employee turnover intention by promoting pride in job and meaning of work: A cross-cultural perspective

Characterizing with an image of low-skilled jobs and low social status, the hotel industry is undergoing a “great resignation” from staff due to stress post-Covid-19, urging a need to encourage hotel employees to stay with their jobs. This study attempted to explore whether employees’ turnover intention was decreased by promoting their pride in jobs and how job pride was predicted by dimensions of the meaning of work. Two online surveys were conducted on American and Vietnamese hotel employees. A structural equation modeling analysis revealed that work centrality, obligation norms, and work values positively affected job pride which subsequently reduced turnover intention. The study also showed the negative relationship between job pride and turnover intention was only significant for Americans, confirming the culture’s moderation role. The findings provide valuable theoretical contributions regarding employees’ behavioral intention from a multicultural perspective and managerial implications for hoteliers in human resources management practices.

Analysis of Online Customer Complaint Behavior in Vietnam’s Hotel Industry

Vietnam’s hospitality industry has developed significantly over the past 20 years. Therefore, it is very important to investigate customers’ complaints based on their experience in Vietnamese hotels. This study aimed to examine online complaining behavior focusing on five hotel attributes (Service, Value, Room, Sleep Quality, and Cleanliness) to discover any behavioral pattern differences displayed by (i) Vietnamese and non-Vietnamese guests and (ii) guests experiencing different classes of hotels. A total of 1357 samples, which were representative of guests from 70 countries among five continents coming from 467 hotels in six famous tourist cities, were selected for data analysis. Then, descriptive statistics, t-test, and one-way analysis of variance were conducted to identify whether there was a difference in the behavioral pattern. Service and Value complaints were more evident in Vietnamese customers, while non-Vietnamese customers were more inclined to complain about Room. Furthermore, guests were more likely to complain about hotels in the economy class with respect to Service, Cleanliness, Room, and Sleep Quality attributes than those in the upscale class and luxury class. The research findings can aid hotel managers in making targeted proactive retention actions by categorizing regular customers into groups and also being able to meet the expectations of customers from different cultures and hotel classes. Moreover, they expand insights into the online complaining behaviors of tourists providing valuable practical information for the hotel industry and extending hospitality literature in Vietnam.

Predicting customer engagement behaviour: the mediating role of hotel functional quality in the Vietnamese hotel industry

The study's purpose is to examine the relationships between customer-to-employee interaction (CEI), customer involvement (CI), optimal distinctiveness (OD), functional quality (FQ) and customer engagement behaviour (CEB) in the Vietnamese hotel industry. The research conducted a quantitative survey, which targeted hotel customers and had managed to yield 389 valid responses. The research applied structural equation modelling-partial least square (SEM-PLS) to justify the validity of the model following Smart PLS-3. The findings of the study have shown that CEI, CI, and OD significantly impact FQ. CEI, CI, and OD also significantly impact CEB through FQ. Finally, FQ significantly impacts on CEB. This study acknowledges the value of customers, which affirms the regional need for skilled employee to achieve hotel goal. These research findings strongly argued for more engagement programs in the departments, since the persistent lack of the appropriate skills mix poses challenges and has serious implication for hotel managers.

Impact of corporate social responsibility on brand equity with the mediating role of customer trust and customer participation - a case study in the vietnamese hotel industry

In today's market economy, the evaluation of a company is not only in financial aspects such as profit and market share but also in the company's contributions to the community and is expressed a lot through responsibility, especially in service industries, because of the intangible nature of products. The relationship between corporate social responsibility and the enhancement of corporate brand value has been proven a lot in theoretical and practical studies. Most studies show a positive impact of corporate social responsibility on corporate brand equity. However, in some cases, corporate social responsibility can still have a negative impact on the business if it is not properly invested and orientated towards customers and stakeholders. Moreover, there is still no consensus on the factors affecting the price of building brand value from corporate social responsibility. This study helps us to clarify the theories of corporate social responsibility, corporate brand equity, and the impact of corporate social responsibility on direct and indirect brand equity. At the same time, building a model of the impact of corporate social responsibility on corporate brand value through the mechanism of mediating customer trust and customer participation in the hotel industry in Vietnam. The results were carried out with a survey of 520 customers who are users of 4-star and 5-star hotel services in Ho Chi Minh City, using the analysis tool PLS-SEM. The results of the study show that there is a direct positive relationship between corporate social responsibility and brand equity, as well as a positive mediating relationship of customer trust and customer participation. The results are suggestions for developing brand value through social responsibility at enterprises in the industry.

Impact of knowledge sharing on employees' service quality: the moderating role of artificial intelligence

PurposeA growing number of international travellers have influenced how hotels manage their customer satisfaction reviews and ratings. This study examines the influence of knowledge sharing on employee service quality and customer satisfaction in the hotel industry. Another purpose of this study is to investigate the moderating effect of artificial intelligence (AI) system quality on the relationship between knowledge sharing on employee service quality and customer satisfaction.Design/methodology/approachThe research design was developed using the positivism approach and quantitative method. Data were collected via a self-administered survey from Vietnamese hotels that used AI systems in employees' work tasks. Three hundred and fifty pairs of questionnaires for frontline employees and customers were collected and used for the data analysis. Structural equation modelling was accessed to examine the framework model.FindingsThis research shows that the increase of knowledge sharing behaviours significantly influenced customer perceptions of employees' service quality. Furthermore, employee service quality positively affected customer satisfaction. An indirect impact of knowledge sharing on customer satisfaction via employee service quality was found. AI system quality moderated the effect of knowledge sharing on employee service quality whereby the higher the AI system quality, the stronger the impact of knowledge sharing on employee service quality. Therefore, a moderated mediation of employee service quality was found in examining the relationship between knowledge sharing and customer satisfaction.Research limitations/implicationsThis study's findings direct hotel knowledge management and marketing strategies to attract international customers. The study provides hotel managers with directions to increase customer satisfaction to create a competitive advantage in international marketing strategies.Originality/valueThis study's distinctive contribution lies in examining the phenomenon of employee service quality at the intersection of knowledge sharing and customer satisfaction and the use of AI systems from an emerging market context. Furthermore, the moderation role of AI quality has rarely been explored.

What helps or hinders the emotional intelligence practice? A study of Vietnamese hotel workers

PurposeDrawing from emotional labour (EL) and emotion regulation (ER) theories, this paper aims to identifiy what helps and what hinders the emotional intelligence (EI) practice of Vietnamese hotel workers. Researching EI qualitatively from a novel context highlights the influence of culture on EI.Design/methodology/approachThe critical incident technique (CIT) was adopted as the qualitative methodological approach using a self-administered form and semi-structured interviews to collect empirical data from a sample of 34 Vietnamese hotel workers in 19 different hotels.FindingsThe findings show that following Joseph and Newman’s (2010) cascading model of EI would help hotel workers in their practice. The research also found different factors hindering the EI practice from the individual and organisational levels. Vietnamese culture was believed to guide deep-acting and meditation. Language barrier and manager support emerged as significant factors that could help or hinder their EI practice.Research limitations/implicationsThe research proposes a conceptual framework addressing the factors that could help or hinder the EI practice and provides implications for HR practices and management. Caution could be taken when applying the research implications because of the small sample as a nature of qualitative research.Originality/valueTo the best of the authors’ knowledge, this is the first attempt to appraise the EI practice adopting the CIT as a qualitative methodological approach in an under-research context and add evidence to the theoretical links between EI, EL and ER.

Measuring Satisfaction and Loyalty of Guests Based on Vietnamese Hotel Online Reviews

Measuring customer satisfaction is a key task for hotels today. Analyzing online reviews of experienced guests will help the managers to know if guests are satisfied or dissatisfied with the service that they provided. Hence, they have solutions to improve service quality. This study presents a method to measure guest satisfaction based on sentiment lexicon that is developed for hospitality domain to increase the accuracy of the analysis results. Actual data is downloaded from TripAdvisor with 35 four-star to five-star hotels of five cities in Vietnam to analyze guest satisfaction that shows that nearly 80% of customers are satisfied with the quality of Vietnamese hotels. Based on data analysis, the study also evaluating guest loyalty through phrases like “came here several,” “come back,” “recommend,” etc. This rate corresponds to the number that was reported by the Vietnam National Administration of Tourism.

Service Quality, Customer Experience and Commitment Affecting Customer Satisfaction in Vietnamese Hotel Industry

The purpose of this study was to find out about customer satisfaction at the hotels in Hanoi. The survey method was conducted to collect data on assessing the loyalty of customers in the hotels. The research results showed that the customers paid much attention to service quality, customer experience and commitment. Therefore, enterprises in the hospitality industry need to concentrate on factors affecting customer satisfaction and behaviors to maintain and develop their loyalty.

The Influence of Rapport of Vietnamese Hotel Employees on Relationship Quality

베트남 관광산업의 발전은 곧 호텔산업의 성장을 촉진시켰다. 이러한 상황에서 고객과 호텔 종사원 간 우호적 관계가 경쟁우위 요소로 부각되고 있다. 따라서 본 연구는 베트남 호텔을 이용한 고객들을 대상으로 그들과 종사원 간 라포르가 관계의 질에 영향을 미치는지를 살펴보고자 하였다. 즉, 본 연구에서는 고객과 종사원 간 라포르를 즐거운 관계와 개인적 유대감을 포함한 것으로 보고, 고객과 베트남 호텔 간의 관계의 질은 고객만족, 신뢰, 몰입을 내포한 것으로 설정하여 라포르와 관계의 질의 관계를 밝혀보았다. 또한 관계의 질의 하위개념들인 고객만족, 신뢰, 몰입 간의 관계도 살펴보았다. 이를 분석하기 위해 설문지법을 이용해 총 569개의 데이터를 확보하고, 구조방정식 모형분석을 통해 연구를 진행하였다. 실증분석 결과 고객과 베트남 호텔 종사원 간의 라포르는 관계의 질 형성에 긍정적인 영향을 미치는 것으로 확인되었다. 그러나 라포르의 하위개념 중 즐거운 관계는 고객신뢰에 영향을 미치지 않았다. 또한 고객과 베트남 호텔 간 관계의 질 구성요소들의 관계를 살펴본 결과 고객만족은 고객신뢰에는 직접적으로 긍정적인 영향을 미쳤지만, 고객몰입에는 영향을 미치지 않는 것으로 밝혀졌다. 그리고 고객신뢰는 고객몰입에 긍정적인 영향을 미치는 것으로 확인되었다. 본 연구 결과는 베트남 호텔들이 자사 서비스에 대한 고객만족, 신뢰, 몰입을 높이기 위해서는 고객과 종사원들 간의 라포르 형성이 선행되어야 한다는 전략적 시사점을 제공할 수 있다.