Evaluation for the Customer Service of Pizza4P’s in Ho Chi Minh City | Final Project Customer Service

lOMoAR cPSD| 47206071
MINISTRY OF EDUCATION & TRAINING HOA SEN UNIVERSITY
FACULTY OF INTERNATIONAL LANGUAGES & CULTURES
FINAL PROJECT: CUSTOMER SERVICE
Evaluation for the Customer Service of Pizza
4P’s in Ho Chi Minh City to enhance customer loyalty
Instructor: Ms. Nguyen Thi Thanh Phuong
Students: Duong Huynh Long – 22101355 Nguyen Hien Minh – 22100038
Pham Hong Tu Minh – 22106157
Nguyen Phuong Linh – 22100218 Nguyen Thi Thom – 2195330 Ho Kim Ngan – 22007114 Ho Chi Minh City, June/ 2024 lOMoAR cPSD| 47206071 Table of Contents
Executive Summary ......................................................................................................................... 2
Introduction ..................................................................................................................................... 3
1. Background of Pizza 4P’s ........................................................................................................ 3
2. Objectives and Scope ............................................................................................................... 3
Literature Review ............................................................................................................................ 4
Methods ........................................................................................................................................... 5
1. Data collection ......................................................................................................................... 5
2. Data analysis ............................................................................................................................ 6
FINDINGS AND DISCUSSION ..................................................................................................... 6
1. Findings: .................................................................................................................................. 6
2. Discussion: ............................................................................................................................. 11
CONCLUSION AND RECOMMENDATIONS ........................................................................... 16
1. Conclusion ............................................................................................................................. 16
2. Recommendation ................................................................................................................... 17
Reference ....................................................................................................................................... 18
Appendix ....................................................................................................................................... 19 1 lOMoAR cPSD| 47206071 EXECUTIVE SUMMARY
In our fast-paced era, accompanied by increasingly discerning consumers, the standards for
customers to make decisions to choose a product or service are becoming stricter. Therefore,
competition among businesses has become more intense in order to stand out from the crowd. This
is particularly evident in the F&B industry, where the demands on restaurants are no longer just
tasty food but also need to ensure an attractive ambiance, accompanying amenities, highquality
customer service, and numerous other criteria. Understanding these challenges, we conducted a
survey on customer satisfaction for Pizza 4P's - one of the most renowned pizza brands for food
quality and service in Vietnam.
The survey focuses on figuring out the user experiences and the problems customers encounter
while intaking the culinary and utilizing services. What is more, collecting customer feedback also
allows the company to promptly recognize and cope with customer turnoffs, uncover the
fundamental reasons why patrons feel they receive poor value, or pinpoint what causes their pet
peeves within the restaurant system. Additionally, this survey serves as a conduit to connect with
clients, deciphering their desires and expectations for products or services to provide appropriate
values that meet the specific customer’ needs. The survey also examines whether the information
given to customers is timely, clear, and creative or not also taken into account in the report.
In short, all the stages aforementioned have the common goals of identifying the merits and
drawbacks of Pizza 4P’s customer service. Hence, we draw an overall perspective that helps the
brand enhance the customer service quality, propose solutions to tackle issues, and plan to exceed
customer expectations in terms of both value and information. Via the useful data and insights
from the report, the business can grow customer loyalty and expand its scale in the long run. 2 lOMoAR cPSD| 47206071 INTRODUCTION
1. Background of Pizza 4P’s
In 2011, Yosuke Masuko and Sanae Tagasuki, a Japanese couple, created Pizza 4P's brand in
Vietnam. When discussing the history of Pizza 4P's, it is important to note where the concept for
this well-known restaurant chain came from. Few people are aware that Yosuke's ex-girlfriend
came up with the concept for the inventive pizzas seen above. The founder's girlfriend asked, "Why
don't we build a pizza oven right at home?" one day when I was a student. The entire group of pals
gave their response to the concept. The first pizza batches came out of the oven six months later.
That marked the inception of Pizza 4Ps as it exists today. Pizza 4P's was born with the desire to
bring people peace and simple happiness - the two most basic elements of modern human life.
Pizza 4P's headquarters is located in Ho Chi Minh City, representative offices are located in Hanoi, Da Nang.
Enhancing customer service is one of the most important aspects of a successful brand in the
Food and Beverage sector. In order to outperform large rivals like Pizza Hut and The Pizza
Company and grow sustainably, Pizza 4P's must continuously enhance the calibre of its customer
service in order to meet the expectations of its pickiest clientele. As a result, it's critical and crucial
to investigate the issues Pizza 4P's is having with customer service and to offer prompt, appropriate
solutions to address and raise the calibre of the provided services.
2. Objectives and Scope
The Pizza 4P's brand has undergone extensive development to reach its current level of popularity.
Specifically, "Omotenashi"—the idea that serving clients with all of one's heart and providing the
best experiences—is the centre of all operations and guiding principles of the restaurant business.
In line with this philosophy, Pizza 4P's has consistently offered consumers the greatest experience
when compared to other well-known and sizable rivals in the industry. However, Pizza 4P's is not
perfect when it comes to giving consumers the greatest experience possible. Our goal is to identify
these weak points and find suitable ways to improve it. We anticipate that even the tiniest
enhancements to the dining experience will help patrons form the ideal impression of the
establishment and ensure that they always have the finest possible meal experience. 3 lOMoAR cPSD| 47206071 LITERATURE REVIEW
To maintain a successful business environment, in addition to business strategies, it is impossible
not to mention an equally important factor: customer services, customer satisfaction and relationship with customers.
Customer service is the process of providing support, answering questions, and meeting customer needs.
Customer satisfaction measures the degree to which customers feel satisfied with the product,
service, or experience they receive from a company. To achieve customer satisfaction, businesses
need to understand and respond to customer needs, expectations, and desires.
Customer relationship management (CRM) is a customer management and outreach strategy
aimed at enhancing and maintaining long-term relationships with customers.
Net Promoter Score (NPS) is a method of evaluating customer satisfaction and loyalty to a
company or product. NPS measures the likelihood of customers recommending a company to others (word of mouth). 1. Customer Turnoffs: • Value turnoffs:
A fundamental turnoff for customers is the feeling that they receive poor value from a
product or service. In short, shoddy products or sloppy work can put customers through the roof. • People turnoffs:
This almost always arises from communication problems. Employees who fail to
communicate appropriately, both verbally (with words) and nonverbally (without words),
can quickly irritate a customer. • System turnoffs:
These arise from the way a company delivers its products or services.
2. Exceed expectations with Value:
- Packaging: “Gift wrapping” enhances a product perceived value. Intangible products can
be enhanced with packaging or an associated gift. 4 lOMoAR cPSD| 47206071
- Guarantees and warranties: Longer term, less restrictive guarantees enhance value. Trust – building with customers.
- Goodness of product fit: Personalized products, service enhance value. Get customers the
right product/ service for them.
- Memorable experiences: People remember what thay feel – their emotional responses.
Experiences can create emotional experience. Even the best of associated value cannot
makeup for a poor core product.
- Uniqueness and shared values: Shared value can overcome price advantages.
Organiationations that support customer social or political interests demonstrate stronger associated value.
- Credibility: The degree to which the customer trusts the company or organization. Trust
created with open policies, simple- to-understand pricing, follow-up on commitments, openness to feedback…
- Add-ons: Giving something unexpected that adds value. Additional service not normally
assumed. Central to this philosophy is the belief that you cannot give away more than you
eventually receive. What goes around comes around.
3. Exceed expectations with Information:
Almost every product has an information component – something that is communicated to the
customer. A company will be successful and more likely to achieve customer satisfaction if it can
deliver A-plus information - that is, exceed expectations by communicating in timely, clear,
interesting ways or more creative than what customers expect. METHODS 1. Data collection
We designed a questionnaire with four parts: part 1 is basic information, containing six questions
regarding surveyor demographics, with question 6 filtering out surveyors who have utilised Pizza
4P's services. The survey's next sections include questions that measure satisfaction and scores.
The survey is carefully presented in the beginning, and the questions are broken down into
manageable sections and administered online using the Google Form tool. The poll lasted 20 days
and consisted of 18 questions aimed mostly at students aged 18 to 25 in Ho Chi Minh City. 5 lOMoAR cPSD| 47206071
NPS (Net Promoter Score) is an index that assesses a customer's loyalty to the quality of a
company's products/services as well as the customer's willingness to promote that product to
friends or acquaintances. In our poll, the NPS index is calculated on a scale of 1 to 10, ranging
from unsatisfied to highly satisfied. The ultimate goal of assessing the customer loyalty index is
to determine the best approach to improve Pizza 4P's customer service. 2. Data analysis
The data gathered from Pizza 4P's Customer Service Survey on Google Forms will automatically
generate a chart that summarises the questions and examines the distribution of answers. The
information obtained from the surveyor's answers will be shown as pie charts and column charts
that make the proportion of replies easy to see.
The survey results will subsequently be sent to Google Sheets, where the collected data will be
shown in full. To compute NPS score questions, subtract the percentage of non-supporters (those
who replied 0-6) from the percentage of advocates (those who responded 9-10). Positive NPS
demonstrates client loyalty and satisfaction.
FINDINGS AND DISCUSSION 1. Findings:
After viewing the survey, we have noticed important and outstanding points about "Evaluation for
the Customer Service of Pizza 4P’s in Ho Chi Minh City". Below, we will provide some comments
and summarize typical information related to customer service at Pizza 4P's. 6 lOMoAR cPSD| 47206071
Figure 1: Have you ever used Pizza 4P's services in Ho Chi Minh City?
Firstly, we distributed this survey to 50 participants, but only received 41 responses. Notably,
females accounted for approximately 68.3% of the respondents. The screening question, "Have
you ever used Pizza 4P'S services in Ho Chi Minh City?" revealed that 87.8% had used the service,
while the remaining 12.2% who had not was excluded from the survey. Consequently, 36
participants proceeded with the survey and provided their answers. 7 lOMoAR cPSD| 47206071
Figure 2: Average frequency of using services at Pizza 4P's per month
Regarding the frequency of service usage at Pizza 4P's within a month, the majority of respondents
visited only once or twice. This likely reflects the demographic of our survey, which consisted
mainly of students with low incomes, under 5 million VND per month, making it financially
challenging to frequent Pizza 4P's regularly.
Figure 3: Most ordered products at Pizza 4P's
Additionally, it was evident that most customers at Pizza 4P's ordered the "Spaghetti with Crab
Tomato Cream Sauce" with 63.9% selecting this dish. This signature and best-selling dish
contributes significantly to customer loyalty and repeat visits.
Figure 4: Experience products and services at 4P's
When asked about the quality of products and services at Pizza 4P's, 86.1% of customers reported
never having issues. However, 13.9% had encountered problems, primarily related to long waiting 8 lOMoAR cPSD| 47206071
times for food. Fortunately, their satisfaction levels were relatively high, with the highest rating at
8/10, and none rating their satisfaction below 3.
Figure 5: Criteria for choosing 4P's
As for why respondents chose Pizza 4P's over other restaurants, the highest percentage (83.3%)
cited the quality of the food. Following that, the restaurant's ambiance and diverse menu were
significant factors for 61.1% of the respondents. 9 lOMoAR cPSD| 47206071
Figure 6: Platforms that help customers know the 4P's
Most participants learned about Pizza 4P's through word of mouth, accounting for approximately
69.4%. They primarily visited the restaurant based on recommendations from friends and family,
often choosing it for cozy family dinners. Additionally, social media platforms like Facebook and
TikTok played a role in maintaining a steady and loyal customer base for Pizza 4P's.
Figure 7: Experience the online table reservation service at Pizza 4P's
Regarding using Pizza 4P's online table booking service, we initially assumed that most customers
would book tables online. However, through the two survey charts above, it shows that 22.2%
have never used this service. Moreover, those who have used the online booking system find it
convenient, fast and easy to use. They rated the usefulness and comprehensiveness of the
information between 8 and 10 points. 10 lOMoAR cPSD| 47206071
Figure 8: Customer satisfaction with staff knowledge at 4P's
Finally, about the staff knowledge at Pizza 4P's, 28 out of 41 respondents rated the staff highly in
terms of addressing their queries about food and services. Additionally, about 12 respondents were
moderately satisfied, and none were dissatisfied with the staff's knowledge about the services and products at 4P's. 2. Discussion:
Maintaining customer satisfaction requires a keen eye for potential turnoffs. This discussion will
analyze customer service of Pizza 4P's, specifically focusing on how they recognize and deal with
customers turnoffs in two key areas: value turnoffs and system turnoffs, as well as the way they
exceed customer’s expectations by enhancing value and information.
2.1. Recognize and deal with customer turnoffs
According to Timm (2014), there are many factors that cause customer turnoffs, recognizing and
handling these problems will help businesses minimize the risk of losing customers. The author
has pointed out three main factors in customer turnoffs that can reduce the quality of customer
service strategies that organizations must consider: Value, Systems, and People. However, in this
article we will focus on Value and Systems of the Pizza 4P's.
a. Value turnoffs
Timm (2014) claimed value turnoffs happen when consumers believe a product or service is not worth as much as it costs.
For Pizza 4P's, managing value turnoffs is crucial because their pricing is often higher compared
to local competitors due to the premium quality of ingredients and the dining experience they offer.
Through the survey, we found that Pizza 4P's has done a very good job of improving and
maintaining a high level of product quality. That is proven by the results of overall customer
satisfaction with the quality of services and products surveyed, accounting for over 60% of people
giving scores from 8-10 (Error: Reference source not found). In addition, more than 86% of
surveys said they had never encountered any problems with product and service quality (Figure
4). These are relatively large numbers, proving that the number of customers turning away from
Pizza 4P's for the reason of being disappointed with the quality of the food is quite small. 11 lOMoAR cPSD| 47206071
b. Systems turnoffs
Timm (2014) clarified that system turnoffs in customer service refer to problems with the
operations, procedures, and processes that make the customer's experience complicated or
unpleasant. These can include long-wait times, complex ordering systems, and inefficient service.
Moreover, he also described system turnoffs can be company location, the decoration layout, how
staff treat customers and even policies relevant to guarantees. At Pizza 4P's, after collecting survey
results, we found that they did quite well in this aspect, including: restaurant space, online table
reservation service, and even well-trained staff.
First, the brand's store space is highly appreciated by customers, with 80.6% of customers agreeing
that restaurant branches in Ho Chi Minh City are clean and airy. In addition, the restaurant's
decoration style is also loved by many customers with the total number of votes for liking "seasonal
decoration" and "cultural fusion decoration" exceeding 83% in total (Figure 10).
Figure 9: How is the space of 4P's branches in Ho Chi Minh City?
Second, 77.8% of survey participants have ever used online table booking services. Most people
agree that this service meets their needs in terms of speed, time saving, easy operation and extreme
convenience. On the contrary, there is only 1 vote. Corresponding to 2.8%, there are still some
complicated factors in this process. This proves that 4P's online table booking process has been
optimized and greatly improved, making customers satisfied. (Error: Reference source not found)
Third, Pizza 4P's employee training process is also highly appreciated, and has not caused any
customer turnoffs problems. The rating in the survey proves that the staff has satisfied all
customers with the total number of customers rating from 7 to 10 accounting for a total of 77.7%. 12 lOMoAR cPSD| 47206071
Thus, the brand's employees have been very well trained, mastered service principles and always
meet service criteria, helping the business not receive any turnoffs. (Figure 8)
However, for a few customers who had bad experiences with the brand, most of them had problems
with the delivery process taking longer than expected.
2.2. Exceed expectations with Value
Merely providing customers with the services they need is not enough to build long-term
relationships with customers. According to Timm (2014), being aware of enhancing the value of a
business's products or services to exceed customer expectations can help a business gain trust from
customers. At the same time, he also offered 7 ways for companies to find ways to increase the
perception of value for customers. In which we decided to discuss the memorable experiences and credibility of Pizza 4P's.
a. Memorable experience:
According to the author, people frequently recall their own memories more vividly than things
they simply see and hear. It can be said that 4P's has consistently excelled in delivering such
memorable experiences to their clients.
According to the results of Part 3, Question 1 of the survey, one respondent mentioned that 4P's
staff organized a birthday celebration for them and even gifted them a plate of ice cream with the
words "Happy Birthday" written on it. Additionally, some comments noted that "the staff here are
super nice." Survey respondents remarked that the staff at 4P's are very attentive and enthusiastic
with customers. As a result, these reviewers always felt happy and satisfied after experiencing the
services at 4P's. This is one of the crucial factors that help 4P's retain customers through the
memorable experiences the business provides. a. Credibility
Timm (2014) states that customers will receive more value when using the services of a reputable
organization. He also found that a company's worth is influenced by the level of client trust.
Businesses need to be honest and transparent in order to gain the trust of their consumers.
Our survey results show that Pizza 4P's credibility is very good. Reputation can be shown through
the average frequency of customers coming to the restaurant in a month, it can be seen that more 13 lOMoAR cPSD| 47206071
than 52% of total customers visit the restaurant once a month. The rest also come 2 times or more
at a time (Figure 2). These numbers are enough to show customers' trust in the credibility of 4P's.
2.3. Exceed expectations with Information a. Timely
According to Timm (2014), businesses can adopt several approaches to provide A-plus
information. Via communicating more timely, clear, fascinating, or creative may exceed the
customer's anticipation. The author also states that the e-commerce market is becoming
increasingly sophisticated, so to gain a competitive advantage, companies need to continuously
find ways to address customer inquiries accurately and promptly. Furthermore, in the context
where social media is "invading" individual’s lives, considering the application of diverse platform
options opens up a golden opportunity to communicate effectively with customers. This allows
brands to express messages to approach the right prospect customers.
When it comes to Pizza 4P's, the provided chart below illustrates that this brand has done quite
well in timely catching trends, leveraging the power of media to convey the information and
messages to customers, along with that helping to reinforce and increase brand recognition. In
addition, thanks to the speed and convenience of social media, the company can respond to
customers almost immediately without making them wait for long. The evidence shows that the
majority of customers know Pizza 4P's through social media such as Facebook, Instagram, and
TikTok. Following that, customers hear about it from friends and relatives. Merely 2.8% learn
about it through shopping centers and information on the street. 14 lOMoAR cPSD| 47206071
Figure 10: Platforms that help customers know the 4P's b. Clearly
Timm (2014) also asserts that expressing openness and trustworthiness is one of the most effective
approaches to build credibility with customers, not only existing customers but also new users.
Products that are labeled in detail regarding ingredients and origins demonstrate transparency and
clarity. Moreover, ensure that in addition to direct transactions, patrons can find any information
they need about the products online with ease. Optimizing your website with specific and clear
information and a user-friendly interface also contributes to boost advocacy for the entrepreneurs.
Figure 11: Experience the online table reservation service at Pizza 4P's
Survey results reveal that Pizza 4P's has generally satisfied their customers by offering all the
essential information. In addition, this fine dining has also attracted a huge number of consumers 15 lOMoAR cPSD| 47206071
who prefer using online to communicate with the brand. Apparently, the proportion of people who
have used Pizza 4P's online reservation service account for 77.8%. Noticeably, the ratio of people
finding the online booking service timely, easy, and convenient taking the lion's share. There is
only one response indicating that it is complex out of a total of 36 responses. Not stopping there,
evaluations regarding the usefulness and completeness of information on Pizza 4P’s website are
mostly rated above average, making up 83.3%. Overall, the quantity of clients assuming the
restaurant's information is unclear and delayed is negligible.
Figure 12: Do you find the information on Pizza 4P's website useful and complete?
CONCLUSION AND RECOMMENDATIONS 1. Conclusion
In conclusion, this report highlights several key areas for Pizza 4P's to recognize and address
customer turnoffs, exceed customer expectations with value and information, and provide
evaluations based on these theories through detailed examination and interpretation of findings.
The survey questions have helped identify specific factors that may create customer turnoffs,
allowing Pizza 4P’s to quickly improve services, enhance customer satisfaction, and build
customer loyalty. Clear and timely communication is also crucial in keeping customers informed
and engaged. By implementing these insights, Pizza 4P's can continue to build its reputation as a 16 lOMoAR cPSD| 47206071
place to meet family and friends, organize intimate birthday parties, and make table reservations
quickly and conveniently through our restaurant booking part on the website any day of the week. 2. Recommendation
Based on the feedback gathered from our survey, Pizza 4P's received generally high satisfaction
ratings for its overall services. However, there is still some feedback regarding the extended food
preparation times, especially during peak hours, which have been longer than expected. To enhance
this issue, Pizza 4P's should conduct a thorough review of kitchen workflows to find problems and
solve them promptly, and arrange reasonable specific operating times for staff in charge of this
area or increase the number of chefs during busy periods can help improve dish delivery times
without compromising food styling or quality. At the same time, the outside waiter should provide
timely updates on food preparation status or consider installing visible displays to keep customers
informed and alleviate perceived wait times.
Regarding the issue of value turnoffs, while most feedback has been positive, Pizza 4P's continues
to keep the food quality excellence and explore opportunities for further enhancement.
Moving forward, to exceed expectations of customers in the future, 4P's need to prioritize training
employees to anticipate and promptly respond to customer needs and preferences. This means that
all the staff must also remember loyal customers or their habits and restrictions when ordering.
Regular checks on food quality and customer feedback across all Pizza 4P's branches in Ho Chi
Minh City will ensure consistent culinary excellence and provide insights for recipe improvements.
Continuously improve the restaurant's atmosphere to create a memorable dining experience. This
depends on Pizza 4P’s decorating the restaurant according to each season of the year or appropriate
holidays to give customers a new feeling every time they visit. 17 lOMoAR cPSD| 47206071 REFERENCE
Timm, P. R. (2014). Customer service: Career success through customer loyalty, 6th edition. Pearson. 18 lOMoAR cPSD| 47206071 APPENDIX 1. GROUP IMAGE: List of Chart
Figure 1: Have you ever used Pizza 4P's services in Ho Chi Minh City?.......................................7
Figure 2: Average frequency of using services at Pizza 4P's per month.........................................8
Figure 3: Most ordered products at Pizza 4P's.................................................................................8
Figure 4: Experience products and services at 4P's.........................................................................9
Figure 5: Criteria for choosing 4P's.................................................................................................9
Figure 6: Platforms that help customers know the 4P's.................................................................10
Figure 7: Experience the online table reservation service at Pizza 4P's........................................10
Figure 8: Customer satisfaction with staff knowledge at 4P's.......................................................11
Figure 9: How is the space of 4P's branches in Ho Chi Minh City?.............................................13
Figure 10: Platforms that help customers know the 4P's...............................................................15
Figure 11: Experience the online table reservation service at Pizza 4P's......................................16
Figure 12: Do you find the information on Pizza 4P's website useful and complete?.................16 19