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NATIONAL ECONOMICS UNIVERSITY
English for Business Department
Faculty of English for Economics
CAO THI THUY LIEU
CUSTOMER SERVICE RECOMMENDATIONS
TO INCREASE SALES FOR KICHI-KICHI
HOTPOT BAR ON 61 MA MAY STREET, HA NOI
Field: Marketing
Code:
Supervisor: Ms. PHAM THUC ANH
MBA
Hanoi, May, 2010
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ACKNOWLEDGEMENT
The writer would like to show thanks to Ms. Duong Hoa Mai, Customer Service
Executive and Ms. Le Bich Diep, Marketing Executive and other staff at Golden
Gate Trade & Service Joint-Stock Company for their help during internship.
The writer has the honor of expressing deep gratitude to Ms. Pham Thuc Anh
who whole-heartedly gave directions.
Due to limited time and ability, this report is inevitable to be present of mistakes
and inappropriate aspects. So the writer is looking forward to all comments from
readers to improve the writing better.
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TABLE OF CONTENTS
EXECUTIVE SUMMARY .......................................................................................1
INTRODUCTION .....................................................................................................4
CHAPTER 1: INTRODUTION OF THE COMPANY WITH THEIR
PROBLEM.................................................................................................................5
1. Golden Gate Trade & Service JSC and Kichi-Kichi system ..............................5
2. Problem statement...............................................................................................7
3. Research methodology........................................................................................8
4. Research scope ..................................................................................................10
CHAPTER 2: THEORETICAL FRAMEWORK ...............................................11
1. Customer care or customer service definition ..................................................11
2. The importance of customer service to business ..............................................11
3. Requirements on customer service. ..................................................................16
CHAPTER 3: ANALYSIS AND FINDING..........................................................19
1. Real state of using customer service activities at Kichi-Kichi Ma May –
Customer satisfaction evaluation ..........................................................................19
2. Reasons for sales decrease ................................................................................27
CHAPTER 4: RECOMMENDATIONS TO INCREASE SALES .....................31
1. Satisfying customers by suitable product, price and promotion policies .........31
2. Finding new target groups and satisfy them .....................................................32
3. Training for employees .....................................................................................33
4. Saving marketing budget by investing in selective channels ...........................34
CONCLUSION ........................................................................................................35
APPENDIX ..............................................................................................................36
1. Comment card ...................................................................................................36
2. “Eat 5 Free 1” leaflet ........................................................................................37
3. Result of the survey in January, 2010 ...............................................................38
`4. The result of survey in April. 2010 .................................................................38
4. The result of survey in April. 2010 ...................................................................39
REFERENCES ........................................................................................................40
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TABLE OF FIGURES
Table:
Table 1: Revenue of Kichi-Kichi in first 3 months from flotation .............................8
Table 2: Effect comparison .......................................................................................21
Table 3: “Eat 5 Free 1” effect ...................................................................................22
Table 4: Competitor analysis: Ha Noi – F1 ..............................................................27
Figure:
Figure 1: Reasons for Switching to another Vendor .................................................13
Figure 2: Result of survey in week 4, January, 2010 ................................................23
Figure 3: Result of survey in week 2 and week 4, April, 2010 .................................23
Figure 4: Result of survey in week 4, January 2010 .................................................25
Figure 5: Result of survey in week 2 and week 4, April, 2010 .................................25
Figure 6: SWOT model .............................................................................................29
1
EXECUTIVE SUMMARY
Kichi-Kichi is a system of hotpot bar restaurant which appeared in 2009 on Ha
Noi market. Its freshness and originality make it successful. However, a unit on 61
Ma May Street (Kichi-Kichi Ma May) is an exception with its decrease in sales.
This problem can be caused by many reasons but in this study on the topic
“Customer service recommendations to increase sales for Kichi-Kichi hot pot bar
restaurant on 61 Ma May Street, Ha Noi”, the researcher just focuses on reasons
that belong to customer service section.
In this study, the researcher uses primary data from customers’ opinion poll
results and observation at restaurant and secondary data provided by Marketing and
Accounting Department from Golden Gate Trade & Service Joint Stock Company.
Primary data:
Survey:
The survey is carried out daily after customers’ meal. Each customer will fill in a
comment card which consists of both closed and opened questions. The answers for
closed questions will provide researcher with customers’ data including their
personal information such as name, gender, age, and communication information
such as telephone number and e-mail address; customers’ evaluation to restaurant’s
product and service. Through these answers, the writer will also know what
advertising channels are most effective in marketing restaurant’s image as well as
what features can attract most customers to restaurant. Besides, opened questions’
result voices the feelings and expectations of customers to restaurant at present and
in the future.
Observation:
The researcher studies its major competitor F1by having lunches at F1 five times
including two times in off-peak hours and three times in peak hours. The quality of
product and service of F1 will be exposed, so the researcher can evaluate its
competitive power and then compare with Kichi-Kichi competitive ability.
2
In order to find out reasons that caused the decrease in sales at Kichi-Kichi Ma
May, the researcher directly comes to restaurant and observes purchasing behavior
and feelings of customers and service manner of employees. After two weeks
observing in both off-peak hours and peak hours at weekdays and weekend,
researcher can know the strengths that need to be upheld and weaknesses that
should be improved.
Secondary data:
All the data about each restaurant turnover and result of promotion programs are
provided by Marketing and Accounting Department from Golden Gate Trade &
Service JSC. The writer will collect and analyze these data.
According to the study result, the writer recognizes reasons of sales decrease:
Strong competitors
Rivals of Kichi-Kichi exist on both Ha Noi and Ho Chi Minh City market. On Ha
Noi market, F1 is the strongest competitor with similar products, similar concept
and similar payment procedure.
Direct competitors of Kichi-Kichi Ma May are restaurants and old make shift
shops in the Old Quarter
Wrong place
Placing in the Old Quarter, a famous tourist area, the restaurant is far from its
target customers: office staff. There is no car parking around the restaurant site.
This is a reason that makes it difficult for car-driving customers to come to KichiKichi Ma May.
Lack of employee
With its medium size, Kichi-Kichi Ma May used to be short of human resource at
peak hours. English level of all the staffs at Kichi-Kichi Ma May is too low to serve
foreign travelers.
After
defining
sources
of
sales
decrease,
the
researcher
recommendations to increase turnover for Kichi-Kichi Ma May:
proposes
3
Strengthen competitive power: Improving product, price, and promotion
policies to fit with conditions in the Old Quarter, to satisfy existing customers.
Adjust to the Old Quarter environment: Finding new target customers such
as children and foreign tourists and satisfy them.
Attach special importance to employees training as well as the recruitment.
Saving marketing budget: by cutting off ineffective advertising channels
such as radio along with promoting effective channels including advertising on
hoarding and on internet.
4
INTRODUCTION
Eating out is popular every day in every country. Consequently, restaurants
mushroom in all kinds and forms. Alone in the United State, it is expected that this
kind of business can reach return at about USD 577 million in 2010 1. Viet Nam is
not an exception. Several years up to now, the mushroom growth of restaurants can
surprise anybody. Because of profit objective, businesses try to attract customer by
all means. Thus, restaurant business is now more competitive than ever. Thus, to get
success in this hard industry, it asks for the combination of many factors and among
them, customer service plays an important role. In the service sector, customer
satisfaction is a decisive factor with the existence of a business. Golden Gate is a
typical company in restaurant business, and customer service is its priority care.
Thus, in this study on the topic “Customer service recommendations to increase
sales for Kichi-Kichi hot pot bar restaurant on 61 Ma May street, Ha Noi” the
writer will focus on analyzing and evaluating the effects of customer service
activities used in Kichi-Kichi hot pot bar restaurant on 61 Ma May street from
Golden Gate from flotation up to now, and from that point of view, the writer will
offer some recommendations in order to improve customer service policy of the
company. To do these tasks, descriptive method will be used to collect all
information, and then statistic method will be used to analyze them.
This essay will be divided into four main chapters:
Chapter 1: Introduction of the company with their problem.
Chapter 2: Theoretical framework
Chapter 3: Analysis and Finding
Chapter 4: Recommendation
1
Art of restaurant business, Entrepreneur
www.tailieu.vn
5
CHAPTER 1: INTRODUTION OF THE COMPANY WITH
THEIR PROBLEM
1. Golden Gate Trade & Service JSC and Kichi-Kichi system
Golden Gate Trade & Service Joint Stock Company is the international name of a
company in restaurant business which is called Cong Ty Co Phan Thuong Mai va
Dich Vu Cong Vang. Situating on the 4th floor in Anh Minh Building on 36 Hoang
Cau Street, Ba Dinh District, Ha Noi, Golden Gate Trade & Service JSC consists of
more than 500 staffs.
Golden Gate Trade & Service Joint Stock Company is a foreign invested
company operating and managing luxury restaurants. They are proud of unique
products, beautiful restaurants and hospitality service. Golden Gate is one of the
first companies in restaurant business with its famous brand name Ashima.
Ashima is a restaurant system specializing in Mushroom Hot Pot. Currently there
are 7 units throughout the country centered on Ho Chi Minh and Hanoi with one
unit in Haiphong. The first Ashima Restaurant opened for business on the 3rd
November 2005 on 44 Phan Dinh Phung Street, Hanoi. Ashima mushroom hotpot is
considered to be not only the first but also the best chain of restaurants in Vietnam
specializing in mushroom hotpot. The chain now has 7 restaurants in total and can
be found in all the major cities of Vietnam, such as Ho Chi Minh City, Hanoi and
Haiphong. Ashima mushroom hot pot was opened with the intention of bringing to
the Vietnamese people a new concept of eating, combined with specialized service.
This has created a “mushroom wave” in Vietnam.
In 2009, company started running a new kind of drinking and service: Kichi
Kichi hot pot bar with target is fast food market segmentation. With price at about
USD 6 each person and the slogan “eat as much as you can”, Kichi-Kichi receives
warmly welcome from urban customers.
6
The first Kichi-Kichi restaurant was opened in Feb, 2009 and there are 22 units
over country up to now, and 11 units among them are placed in Hanoi. Target
customer is class B people who live in city, for example, Ho Chi Minh City, Hanoi
and other potential cities in Vietnam: Danang, Cantho, Nhatrang, etc. at the age
from 20 to 40. Company aims at administrative staff circle - accounts for about 20%
population, mostly in HCMC and Hanoi – who has tendency to go eating outside,
meeting with guests, colleagues, friends, and families at lunch and dinner time; and
who is interested in a restaurant with clean environment that is good at food and
service, that is convenient for their travelling, parking and the price is affordable.
All the waiters and waitresses in Kichi-Kichi are young, sympathy, friendly,
brisk, and good-mannered, and always ready to serve fellow dinners.
Besides, the architecture of Kichi-Kichi restaurant is unique. Space is
commodious, design is youthful. All inspire people about dynamic and creative
youth. Along with clear and bright stone-tables, high seats make opulent feeling.
The bars move with speed at twenty five dishes per minute, fast enough to not have
to wait and slow enough for anyone not to miss any dish. There are red ceiling
bands which are installed parallel with the moving bar. You can find a red band
above any bar. The idea of red ceiling bars is based on Eastern people; especially
Vietnamese people’s conception that red is the color of luck and pleasure. These red
ceiling are a symbol of good luck to customers from company. Red is also
preponderant color that makes impression of a space full of vitality. Another design
which is remotely related to traditional conception is rectangle mirrors covering
wood walls. They are all high enough for anybody’s image not to be cut. At the
same time, they cause restaurant area seems to be enlarged.
Specific characteristic of Kichi-Kichi is it represents an image of young,
dynamic, independent, modern, and creative. Kichi-Kichi customers initiatively
make their own menu. Hot pot bar makes customers feel that they hold the
initiative, taking favorite food is alike taking opportunities in life. This is an eating
and drinking style of youth, a style of modern Asian – always move and ceaselessly
discover. Kichi-Kichi infused a fresh spirit and diversified Vietnam eating and
drinking culture.
7
2. Problem statement
From flotation, this chain of restaurant had good sales and received warmly
welcome from urban customers because of its freshness and diversification.
Quantity of Kichi-Kichi customer is about 100,000 people per month, accounts for
3.6% market size. Possibility of market penetration is still very high, as long as
Kichi Kichi continues to open widely and guarantee to do what Kichi Kichi has
committed to customer.
The idea of a hot pot bar came from sushi bar invention in Japan and promptly
spread out to Thailand, Singapore, Hong Kong, etc. And the pioneer who initiated
hot pot bar trend in Viet Nam is Kichi-Kichi. It’s very easy to have a meal in KichiKichi. Customers just have to buy an opening-seat ticket, chose for themselves their
favorite broth taste, and enjoy delectable food until full. Owning unique
characteristics of both the traditional and the modern eating and drinking style,
Kichi-Kichi brings to you not only a meal but a cultural space, a new style.
This chain of restaurants provides customers with the variety of options for
dinning out. Instead of cooking so many dishes to satisfy every member’s demand,
people now just need to go to Kichi-Kichi hot pot bar restaurant. Here, people can
choose any among hundreds of dishes on non-stop moving bar that please not only
who love fast food but also traditional customers. You like pork or beef, vegetable
or sea food? Whatever you want, whatever you are interested in, you will be best
served in Kichi-Kichi restaurant. Especially, if you have a passion with Japanese
cuisine, you will pleasure with delicious sushi and other Japan food cooked by
talented cooks. Sake is a favorite wine in Kichi-Kichi restaurant. In the case you are
not interested in alcohol, fizzy drinks may be your choice. There are six tastes of
broth consist of Thai or Sichuan, or Korea style for whom love sea food or peppery
food, Japan style, mushroom broth for people whose taste is vegetable, and Shabu
broth is the perfect choice for any food. After dinning, you can order ice-cream or
fruit for dessert.
However, just after several months after opening, amount of customers goes
down gradually. This matter happens most seriously at Kichi-Kichi Ma May.
8
Since flotation, sales of Kichi-Kichi Ma May is always much lower than other
units despite ideal characteristics come from a famous tourist area. Below table
shows total revenue of some restaurants in the first three months from opening.
Thus, we can compare growth rate between Kichi-Kichi Ma May and others.
Kichi-Kichi
Revenue in first three months from flotation (VND)
Vincom
2,987,328,500
Tang Bat Ho
2,631,484,000
Pham Ngoc Thach
2,599,085,060
Big C
2,505,310,500
Ma May
1,624,671,009
Source: Accounting Department
Table 1: Revenue of Kichi-Kichi in first 3 months from flotation
In this essay, the researcher will focus on studying reasons caused that decrease
in the aspect of customer service and then give some proposals for sales increasing.
3. Research methodology
Research information are collected by descriptive and observation methods. All
the statistics are total up from customers commend cards which were drawled to
table companions in all Kichi-Kichi restaurants on Hanoi market during 2009.
These cards are dispensed to customers after their meal by waiters in each restaurant
and then gathered in Marketing Department each Monday. Collecting, reckoning
up, and comparing these figures will help the writer evaluate the effect of marketing
strategy in customer service. Data of revenue and business cost are provided by
Accounting and Marketing Departments. The researcher studied customer behavior
with restaurant promotion program by observing at restaurant and supervising
leaflet distribution in the road show around the Old Quarter and buildings.
Primary data:
Survey:
9
The survey is carried out daily after customers’ meal. Each customer will fill in a
comment card which consists of both closed and opened questions. The quantity of
cards depends on the customer number each day. The answers for closed questions
will provide researcher with customers’ data including their personal information
such as name, gender, age, and communication information such as telephone
number and e-mail address; customers’ evaluation to restaurant’s product and
service. Through these answers, the writer will also know what advertising channels
are most effective in marketing restaurant’s image as well as what features can
attract most customers to restaurant. Besides, opened questions’ result voices the
feelings and expectations of customers to restaurant at present and in the future.
Observation:
The researcher studies its major competitor F1by having lunches at F1 five times
including two times in off-peak hours and three times in peak hours. The quality of
product and service of F1 will be exposed, so the researcher can evaluate its
competitive power and then compare with Kichi-Kichi competitive ability.
In order to find out reasons that caused the decrease in sales at Kichi-Kichi Ma
May, the researcher directly comes to restaurant and observes purchasing behavior
and feelings of customers and service manner of employees. Because of special
characteristics of a busy tourist site, working and relaxing and eating hours in the
Old Quarter are later than other area. Peak hours at Kichi-Kichi Ma May at lunch
time is from 12h30’ to 14h, at dinner time is from 20h to 21h30’. After two weeks
(from 15th March to 28th March) observing in both off-peak hours and peak hours at
weekdays and weekend, researcher can know the strengths that need to be upheld
and weaknesses that should be improved.
Secondary data:
All the data about each restaurant turnover and result of promotion program are
provided by Marketing and Accounting Department from Golden Gate Trade &
Service JSC. The writer will collect and analyze these data.
10
4. Research scope
This research will just study customer service activities that are applied for
Kichi-Kichi on 61 Ma May Street, Ha Noi because the researcher got familiar with
it during internship time.
11
CHAPTER 2: THEORETICAL FRAMEWORK
1. Customer care or customer service definition
Customer service is the provision of service to customers before, during, and after a
purchase. According to Jamier L. Scott (2002), “Customer service is a series of
activities designed to enhance the level of customer satisfaction – that is, the feeling
that a product or service has met the customer expectation." 2
In opinion of this customer, customer service can be a high quality product with
suitable price. However, another customer can consider it on-time delivery while
other customer measures it through service attitude of staffs. In fact, a huge range of
factors can contribute to customer satisfaction, but your customers - both consumers
and other businesses - are likely to take into account: how well your product or
service matches customer needs; the value for money you offer; the
professionalism, friendliness and expertise of your employees; how well you keep
your customers informed; and the after-sales service you provide.
2. The importance of customer service to business
Customer service is normally an integral part of a company’s customer value
proposition. Every time you have contact with your customers you have an
opportunity to improve your reputation with them and increase the likelihood of
further sales. From the point of view of an overview sales process engineering
effort, customer service plays an important role in an organization's ability to
generate income and revenue. From that perspective, customer service should be
included as part of an overall approach to systematic improvement.
Customer service plays an important part in keeping existing and making loyal
customer, attracting potential customer, thenceforth helping company reduce cost
and increase turnover.
Keeping existing customers and making loyal customers
2
www.wikipedia.com
12
Firstly, customer service is an effective tool in keeping existing and making loyal
customer. Generally, customer is divided into two kinds: existing and potential
customer.
Your sales and profitability depends on keeping your customers happy. It is also
cheaper than attracting new customers. According to the Customer Service Institute,
65% of a company's business comes from existing customers, and it costs five times
as much to attract a new customer than to keep an existing one satisfied. Losing a
customer is even more expensive.
According to studies by the Technical Assistance Research Programs Institute, 91%
of unhappy customers will never buy again from a company that has displeased them
and will also voice their dissatisfaction to at least seven other people. Thus, the goal
of customer service is customer satisfaction. Customer satisfaction is what customer
feels subjectively and sometimes irrationally. 3
When ordering a new service or maintaining an existing service, consumers must
take into account the following three key factors: the quality of the service, the price
of the service, and the customer service of the service provider. The first two factors
are relatively objective and usually easy to control. As shown by Figure 1, the
graphical representation of a market research study done a few years ago, customer
service dissatisfaction is the most important key factor when a consumer decides to
change service providers.
3
www.eDigitalPhoto.com
13
Figure 1: Reasons for Switching to another Vendor
(www.iec.org)
Retaining existing customers mean making them keep buying company product
or service. It means they are less likely to go to your competitors in the increasingly
competitive markets where customers have more choices than ever. As satisfied
customers, they will recommend you to other, resulting in an increase in new
business.
It is said that it costs up to ten times as much to win a customer than to keep an
existing one. When being satisfied, they are less likely to tell other people of bad
experiences. Customers experiencing poor service are likely to tell up to twenty
people about their experience, which is not good advertisement for your business.
This may deter other from even trying you out, and so you will not get a chance to
impress them, even with the best or most innovative products and services.4
Businesses can improve profitability by focusing their attention on their customer
that has the highest potential lifetime value.
In their book Rules to Break and Laws to Follow (2008), Don Peppers and
Martha Rogers, Ph.D. write that “customers have memories. They will remember
you, whether you remember them or not." Further, "customer trust can be destroyed
at once by a major service problem, or it can be undermined one day at a time, with
a thousand small demonstrations of incompetence”.
4
2009, The Chartered Institute of Marketing, 10 Minutes Guide: Customer Service Program
14
All the customers want to receive the highest attention from supplier, want their
supplier considers their demand as the top priority. Only the fastest and most
effective service can satisfy customers. Once companies provide an excellent
customer service, they can retain their customer and make them loyal. These loyal
customers help company retain a fixed income and even make more profit because
when customers are pleasured, they will buy not only more but more regular.
Existing customer relationships are opportunities to increase sales because your
customers will already have a degree of trust in your recommendations.
Employees who deal with customers' orders should be fully aware of current
offers and keep customers informed. Sometimes brochures and other marketing
materials are the best way of getting word out about a new customer incentive.
Don't forget though that your customers' view of the overall service you provide
will influence their loyalty much more than short-term rewards will
Attracting new customers
Loyal customers are so important to every business. However, to exist and
develop in this competitive environment market, business must try its best to win
new customers.
The first step in attracting new customers in any economic climate is pleasing
your regulars because the word-of-mouth buzz you gain from them will be a huge
boon in attracting new business. Satisfactory customers will tell others about
excellent service you provide that is more effective and trustworthy than anything
you advertise or broadcast on public media.
Next, you could reach your target groups by some direct means such as sales
promotion, meeting, and free consultancy, etc. have function is to provide new
customers with more information about company as well as product and service,
along with gain sympathy and trust from potentials. To begin with, you have to let
people know you exist – advertise yourself. If people don’t know where you are and
what you do, they can’t buy from you and you will never make enough money to
stay open. Advertising greatly increases your chances of success if you know who
your customer is. Then you can tell them what they want to hear. However, good
15
advertising techniques are useless without an effective message. An effective
message gives people reasons to spend their money with your business.
There are a number of free or nearly free ways to advertise your business or
service. You could rely on word of mouth, that does not cost anything, but it might
take a long time before word spreads.
The second inexpensive method would be flyers. This method can be very
effective for certain business, but the effect does not last long. Chances are the
person will take one look and throw away the flyer.
The third relatively inexpensive advertising method is newspaper advertisements.
You could place a small ad that runs for a few weeks in a few local newspapers.
This will give you great exposure to your selling area. However, the ads do not run
forever unless you want to keep paying.
An effective way to advertise that has a relatively low initial cost is with sales
promotion. Sales promotion covers a wide variety of short-term incentive tools such
as coupons, premiums, contents, buying allowances that are designed to stimulate
consumers, the trade, and the company’s own sales force.
Sales-promotion spending calls for setting sales-promotion objectives, selecting
sales-promotion tools, developing, presenting, and implementing the sales-promotion
programs, and evaluating the results.5
In the sales promotion strategy, promotion products are a difficult question to
many businesses. What are promotional products? Promotional products are items
that proudly display your company's name and information. Sure, the initial cost is
more than using flyers or newspaper ads, but, unlike the other methods, the
promotional product makes a lasting impression. Every time customers use your
promotion items, they will see and think about your company’s name. Then when
they are ready to make a purchase, your company's name is at the top of their mind.
5
Philip Kotler, Principle Marketing
16
With the right promotional product, a small business owner will see a great return
on their investment. 6
Reducing cost and increasing sales
Good customer service can help company reduce cost. It is true. When customers
aren't happy with your business they will complain. They, however, usually won't
complain to you - instead, they'll probably complain to just about everyone else they
know and take their business to your competition next time. As a result, you have to
find solution to solve the trouble, and that task costs your budget. On the other
hand, as mentioning above, satisfactory customers easily become loyal customers,
and so you will save budget for attracting new users.
Customer care is a tool increases your sales promptly. Your existing customers
are among the most important assets of your business - they have already chosen
you instead of your competitors. Keeping their custom costs far less than attracting
new business, so it's worth taking steps to make sure that they're satisfied with the
service they receive.
Existing customer relationships are opportunities to increase sales because your
customers will already have a degree of trust in your recommendations.
Satisfied customers will contribute to your business for years, through their
purchases and through recommendations and referrals of your business.
3. Requirements on customer service.
Good customer service is all about bringing customers back. And about sending
them away happy, happy enough to pass positive feedback about your business
along to others, who may then try the product or service you offer for themselves
and in their turn become repeat customers.
If you’re a good salesperson, you can sell anything to anyone once. But it will be
your approach to customer service that determines whether or not you’ll ever be
6
2009, http://EzineArticles.com/?expert=Angela_Marino
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