THE IMPACT OF THE JOB COMPETENCY ON CUSTOMERS' MEMORABLE EXPERIENCE WHEN USING FOOD SERVICES AT MUONG THANH GRAND DA NANG HOTEL

Abstract

Customer experience is an important factor in the hotel and restaurant business because it influences customers' behavioral intentions, such as word-of-mouth intentions and return intentions. This study aims to evaluate the impact of job competency on customers' memorable experiences with hotel culinary services. The research uses main methods including Cronbach's Alpha analysis, exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and linear structural analysis (SEM). The survey results from 256 customers using culinary services at Muong Thanh Grand Da Nang Hotel show that staff attitudes have the greatest impact on all four dimensions of a memorable experience: service behavior, cuisine, the physical environment, and perceived value. Employee skills and knowledge only impact two dimensions of a memorable experience: service behavior and perceived value. Based on the research results, the author offers suggestions to enhance the job competency of restaurant staff, with the aim of creating memorable experiences for customers when using culinary services at restaurant.