Final Report Service Marketing - Tài liệu tham khảo | Đại học Hoa Sen

MINISTRY OF EDUCATION AND
TRAINING HOA SEN UNIVERSITY
SCIENCE OF ECONOMICS & MANAGEMENT
FINAL REPORT SERVICE MARKETING
Course title: Service Marketing
Instructor’s Name: Tran Thi Thu Hien
Semester: 21.1A (2021 - 2022) Members of team: No. Student’s Full Name Student ID 1 Huỳnh Ngọc Lan Anh 2180428 2 Lê Minh Châ u 2184257 3 Tống Thuỳ Dươn g 2180850 Plagiarism Declaration
“We affirm that this assignment is our own work. We acknowledge that copying
someone else’s assignment, or part of it, is wrong, and that submitting identical work to
others constitutes a form of plagiarism. We are totally aware that any acts of academic
dishonesty will result in a grade of zero for the task at hand and/or immediate failure of
the course, depending on the seriousness of the fraud.” No. Student’s Full Name Student ID Signed 1 Huỳnh Ngọc Lan Anh 2180428 2 Lê Minh Châu 2184257 3 Tống Thuỳ Dươn g 2180850 Date: 18/01/2021. 2 SERVICE MARKETING
The COVID-19 pandemic in Vietnam has reached its fourth wave, due in part to the
tremendous efforts of the entire system. The situation is quietly becoming more stable
and under control. The food and beverage (F&B) industry is the most strongly impacted
by the outbreak, according to the Government's social distancing decree. Fortunately, as
the epidemic is gradually controlled, this is one of the industries that is recovering the
fastest. Because of consumers' limited psychology, when the distance is too far, as well as the economic recovery.
Compared to the previous year, sales at the Phuc Long coffee & tea have dropped
sharply. This necessitates that the company find a way to adapt well to the new situation
when it comes out of lockdown.
As a result, the leadership of our team compiled the report below, which summarizes
possible ideas for creating a safe service environment that satisfies the customer while
also renewing the service business when the Covid-19 epidemic is less risky. 1. Business Overview
Phuc Long company was founded in 1957 in Bao Loc, Lam Dong, which is regarded
as a famous tea area in Vietnam. With traditional experience passed down from
production to business, the company has grown steadily. The first factory in Ho Chi
Minh City was developed and put into operation in the mid-1970s. Phuc Long's
products are widely available in most markets and supermarkets nationwide. With a
team of up to hundreds of experienced professionals who share the same enthusiasm
for tea and coffee, human resources are also growing. Recently, Phuc Long is
investing in building more factories with standard equipment to meet the needs of
domestic and international manufacturing.
Figure 1:The graph below summarizes Phuc Long's operational milestones . 3 SERVICE MARKETING
Earlier, Phuc Long stores were only a place to sell and introduce products, but then
in 2012, Phuc Long changed the dynamics when it entirely transformed its business
approach and started marketing the brand with a series of chain stores "Phuc Long
Coffee & Tea House". It is this development that has lead to Phuc Long's success,
contributing to the creation of a trend for young people and making other businesses
in this market fearful. Despite coming late and competing with not just foreign
companies like as Starbucks and The Coffee Bean & Tea Leaf, but also national
brands such as Trung Nguyen Legend, Phuc Long has created and maintained their position and appearance.
Figure 2: Opening new stores
a. Segmentation – Targeting – Posotioning:
When it comes to targeting high-income office workers, overseas clients, and customers who
love the flavor of foreign coffee, Starbucks and The Coffee Bean & Tea Leaf are high-end
businesses. As well as Trung Nguyen is a mid-range brand that clearly specifies its target
market as customers who enjoy traditional coffee flavors. For Phuc Long, we divided our
market based on demographics and psychology, focusing on the middle class with a stable
income, office workers who love tea and coffee.
Figure 3: Customer segment of Phuc Long
This is the brilliance of Phuc Long when it comes to exploiting a market segment with a
huge number of consumers; it is that kind of exact segment selection that Phuc Long has a
broad target market of customers ranging from middle to high income earners, tourists, and
students. Furthermore, one rationale for selecting this segment stems from Phuc Long's 4 SERVICE MARKETING
mission of bringing quality tea and coffee products created from 100% Vietnamese
ingredients to as many Vietnamese people as possible. Customers at Phuc Long always have
a wonderful time eating delicious Vietnamese-style foods. Customers can also smell the
strong scent of Phuc Long's signature tea as an extremely impressive highlight when visiting
any branch. It can be concluded that Phuc Long cultivates a reputation among customers as
a delicious tea with a distinct Vietnamese flavor. Finally, Phuc Long hopes that in the future,
Vietnamese coffee products will be able to compete not only in the Asian market, but also
in the global market, and, in the near future, the domestic market and the US market. b. Marketing Mix 7P: • Product:
With any brand, location, service, style can all be differentiating features to attract
customers. But if you want them to continue to stick around and come back many times, the
core of success still remains in the product. To develop and be successful like today, the first
thing to mention is Phuc Long's finding a unique USP that no other brand has. It is Phuc
Long's taste that must be one, unique and different, that is Phuc Long's products have a
strong tea taste, strongly hitting the taste of customers, such as Phuc Long's milk tea, which
is full of milk but still has a strong tea flavor.
Phuc Long's products are diversified into 3 main groups: + Core services/products:
Initially, Phuc Long's main products were tea and coffee. For packaged products, Phuc Long
always brings the best quality to customers with eye-catching packaging, prominent brand
logo and characteristic blue color. In addition, we are constantly changing to suit the needs
of customers holidays or Tet occasion. All products are conveniently displayed in all stores
making it easy for customers to find and select what they want. Figure 4: P
huc Long's packaged tea and coffee products
+ Additional services/products:
However, in their brand development roadmap, Phuc Long realizes that they can also attract
a large number of customers who not only love tea but also want to enjoy the space at the
shop. Therefore, in addition to the popular packaged coffee and tea products, the brand also
develops many other beverage products such as peach tea, milk tea, litchi tea and so on. The 5 SERVICE MARKETING
drinks and cakes sold at the store are diverse with stable quality. In addition, customers can
enjoy Phuc Long's products with a modern, cozy space, high-rise architecture.
Figure 5: Delicious drinks in Phuc Long
+ Support products and services:
If customers do not use cash, Phuc Long offers payment services such as card payment,
momo, etc. Furthermore, Phuc Long publicizes product information, so customers can refer
to products and prices on Phuc Long's fanpage. When it is not possible to come directly to
the shop to enjoy, Phuc Long has orders through Phuc Long's official app. Finally, whenever
customers have problems that require assistance, Phuc Long always has a professional
customer care and consulting team on hand. • Price
Phuc Long's selling price policy is also reasonably built based on the available strengths of
tea and coffee. Because the company's target market is diverse, the company's price is in the
middle, making it affordable to the vast majority of people.
The beverages at "Phuc Long Coffee & Tea House" cost between 30,000 and 75,000 VND.
Equal to 50-70 percent of Trung Nguyen's selling price or 30-50 percent of Starbucks, The
Coffee Bean & Tea Leaf's selling price. This is also a reason to help Phuc Long in bringing
its brand to the public's attention and attracting a large number of customers in a short period of time.
Figure 6: Phuc Long's Menu 6 SERVICE MARKETING • Place
Phuc Long uses a "selective distribution strategy," which means that the company's products
are available not only at the "Phuc Long Tea & Coffee House" chain of stores, but also at
supermarkets, trade centers, and convenience stores, etc.
Besides that, in May 2021, Phuc Long sold 20% of its shares to Masan Company and
collaborated to build a Phuc Long kiosk model in the VinMart+ mini supermarket system,
with the goal of further expanding the market and distribution channels. This is a strategy
that can be said to bring many advantages to Phuc Long in the future.
Figure 7: Phuc Long cooperates with Masan • Promotion
For Promotion, Phuc Long uses both “Push strategy” and “Pull strategy”. The most
prominent in “Pull strategy” - the strategy fully utilized by Phuc Long is Phuc Long's self-
promotion: the differentiation, spreading branches widely, at convenient locations,
bordering many frontsand attracting a large number of passers-by makes it simple to promote
and bring your brand to the public's attention. In Ho Chi Minh City, it is not difficult to
recognize the coverage of the chain of stores “Phuc Long Coffee & Tea House” with 47
branches. In particular, many of them are located in prime locations, with many facades with
a large number of passersby. For example, in the famous buildings Bitexco, Landmark 81,
Vincom or on major roads such as Le Loi, Cong Hoa, Ngo Duc Ke, et . c In addition, Phuc
Long also promotes image communication through Social networking sites such as
Facebook, Intagram, Youtube,etc. This strategy has shown positive results, with Phuc Long's
Fanpage on Facebook reaching over 400,000 followers.
On the orther hand, “Push strategy” : Phuc Long does not use many distribution channels
but sells its packaged products directly in the store so the “Push Strategy” is not clearly
expressed, but the distribution of its products to supermarkets, shopping malls or
convenience stores has helped Phuc Long use this strategy selectively but effectively. • People
The human element in marketing is an indispensable and crucial component of business
strategy. Employees are the company's face, sales staff and customer service representatives
are the first people customers contact. According to Phuc Long, the first person the customer
meets is the salesperson, and the number of customers meeting and chatting with the CEO 7 SERVICE MARKETING
can be counted on the fingers. As a result, when recruiting new employees, Phuc Long
always prioritizes employee quality. Not only quality and price, but also well-trained sales
staff, are important factors in customer retention.
Figure 8: Employees and customers + Customer:
Phuc Long's target customers are students and commuters who travel. They use coffee not
only to drink, they enjoy, socialize, network, build networks, work.
Customers are an indispensable factor in helping to spread the brand of the business.
Customer satisfaction is the most important thing that the goal of marketing is. If customers
love the service, working style of Phuc Long, they will come back and introduce to other customers. + Employee:
According to Phuc Long: "Employees are at the core of sustainability" – Phuc Long believes
that building happiness, focusing on career paths for employees, job satisfaction and a
positive environment will be the long-term foundation for the sustainable development of
Phuc Long. Phuc Long aspires to "be a happy common home for anyone who comes to" and
help each employee develop a career through professional working environment, team
cohesion, regular training, professional skills improvement. • Process Welcome Guest Prepare drinks Serve •Received requests •Complete and •Give drinks to the •Payment display customer
Figure 9: Customer service process at the sho p 8 SERVICE MARKETING
In each different store, there will be different sizes, so the service process as well as the
number of employees in each shift are also different. Above is the general process in Phuc
Long's stores that customers experience.
About the online ordering process: Customers order at Phuc Long homepage or directly on
the website or call Delivery: 1800 6779 to receive orders from staff.
When ordering through the website, customers will follow the following process: Up to 30 minutes Fill in the Choose your you will have Pay after delivery favorite your favorite receiving drinks information drink right away
When customers call, Phuc Long's call center staff will serve customers: Staff confirm Up to 30 Staff will the Staff confirm minutes Pay after pick up the customer's the guest will receiving phone to take order and information have your drinks. orders request again. favorite drink information right away • Physical Evidence: + Exterior design:
There is a feature in most Phuc Long cafes that there is always a prime location. With
shops on the street, there will usually be two façades or an extremely large area or
many floors, with shops in the shopping center also have a large area and a very
beautiful location in the center. Along with taking advantage of optimizing the area
outside and inside, Phuc Long cafes have given customers a great experience in terms
of space. With the café branches with a large area, airy space design, Phuc Long
always ensures to be able to serve a large number of customers at the same time.
Figure 10: Phuc Long's appearance 9 SERVICE MARKETING + Interior design:
Phuc Long's signature design is also a point to attract customers to the restaurant. The
space is designed with simple details but not boring, monotonous. The style is simple
so Phuc Long focuses mainly on the design of tables and chairs. Phuc Long's table and
chair system is quite diverse, rich, mainly tables and chairs with wooden chairs, sofas and
wooden tables, black stone tables. Sofas and many wooden single chairs are covered with
simili leather or fabric on the back and side cushions. The tables of Phuc Long cafes are also
full of designs, many tables are decorated with ornamental plant pots for more highlights.
The materials and neutral colors give the café an interior space that is not too fussy but still delicate and luxurious.
Figure 11: Phuc Long's inner space
Phuc Long space is designed with open space, with iron partitions with black color not too
closed to create an airy space, more spacious for the restaurant. The partitions are designed
in many different styles but all follow the style mainly modern style. The walls are also
selected dark plain tiles to add the characteristic design of the restaurant. Especially, the
floor tiles of this brand chain often use multi-textured cotton tiles, which is the highlight for
the design space of the restaurant is not boring monotonous.
A more prominent feature in phuc Long café & tea design compared to other competing
coffee brands such as Highlands, The Coffee House,... It is in the design itself that brings a
lot of convenience towards customers. Phuc Long tables and chairs always have different
styles and sizes suitable for each group of customers. Long tables, large round tables are
suitable for groups of customers of 10 or more people. There are small single tables in areas
with quieter spaces suitable for customers who come here to work. And although the number
of tables and chairs in the interior space is quite large, each table still has its own distance
from each other to ensure the necessary privacy for customers.
It is worth noting that Phuc Long's furniture models almost all have charging sockets
attached to the table or the arm of the chair. This shows that Phuc Long is quite interested in
the experience of its customers. Customers coming here can work by computer or phone for
a long time. Customers are likely to remember this point and choose Phuc Long over
neighboring cafés as a result. 10 SERVICE MARKETING + Other factors:
Phuc Long logo designed with two main colors, blue and white, quite similar to
Starbucks. Despite having undergone many logo changes, it retains its original design value.
Besides, Phuc Long understands that when all employees wear beautiful Phuc Long apron
uniforms combined with harmonious restaurant layout, it will create an ideal space for
customers to spend time visiting and enjoying the taste of delicious drinks. Not only that,
when employees wear beautiful Phuc Long apron uniforms are likened to the image
representing the restaurant, which is a factor affecting the decision of customers to choose.
Therefore, phuc Long's apron uniform is always meticulously designed.
Figure 12: Employee's appearance 11 SERVICE MARKETING c. SWOT STRENGTHS WEAKNESS
• Owning the best and convenient
• Service quality is not uniform stores in the cities.
between shops due to poor human
• Brand is more and more known
resource management system and lack
• Delicious and varied drinks of many employees • Many promotions
• Own a diverse customer file.
• Always have an available and abundant
source of tea and coffee ingredients OPPORTUNITIES THREAT
• Reaching many new customers by
• Fierce competition with strong
always taking the lead in increasing competitors as well as large
product coverage and expanding enterprises in the industry.
stores from South to North, thanks to • Affected by the Covid-19 epidemic, the cooperation with Masan.
the cost increased significantly.
• Potential for development through e- commerce platforms Table 1: SWOT analysis
We can clearly see the advantages and limitations of Phuc Long company from the SWOT
analysis that the team discussed.
In general, the company's strengths continue to exceed its weaknesses, thanks to Phuc Long's
careful consideration of development strategies and accurate capture of customer
preferences. Because of this, Phuc Long always adapts well and overcomes threats during
the difficult epidemic season, as evidenced by the fact that the company's partnership with
Masan opens the Kios model in Vinmart, which consistently sells and delivers products to
customers during difficult times, something that other brands cannot do. Phuc Long's ability
to adapt quickly and transform on a continuous basis is commendable. Therefore as result,
Phuc Long should continue to emphasize these outstanding qualities in the future.
On the other hand, the flaws are minor, but they must be managed and solutions proposed to fully face the issues:
• Rising costs as a result of the epidemic: the company may consider reducing
employee hours to meet 5K standards while also lowering labor costs. In addition,
the company can reduce the number of drinks with complicated ingredients that must
be imported from afar, such as fruits, and promote the sale of drinks that are simple
to make and have ready-made ingredients, such as tea and coffee.
• Quality of service: due to the epidemic situation, staff reduction is imperative, so
the company should train and teach employees more jobs, to ensure that one
employee can work in many positions in the shift. Moreover, newcomer training must be thorough and serious. 12 SERVICE MARKETING 2. Theoretical Basis
Intangibility, diversity, inseparability, and non-storability are four important
characteristics of services. In situations where the intangible nature of the service
cannot be touched or seen, the physical factors surrounding the service process will
create a lot of attraction, stimulate the perception and experience of the customer.
That is why the Service Environment part is an important element in the Service Marketing Mix.
Initially, Service environtment, also known as Servicescape, is a type of service that
is concerned with the style and appearance of the physical surroundings, as well as
other elements of experience that customers encounter at the service locations.
The following are the 4 main purposes of Servicescape:
1. Shaping customer experience and behavior.
2. Increase signal quality and position, differentiate and strengthen brand.
3. The core ingredient to create value.
4. Facilitate service access and improve both service quality for customers and service
productivity of staff in the same time.
Next, Based on stimulus-organism-responses (S-O-R) paradigm (Mehrabian and
Russell, 1974), Bitner (1992) proposed a servicescape model that assumed that
servicescape attributes affect the perceptions of customers and employees that then
cause to their emotional, cognitive and physiological reactions to the store
environment. Such internal reactions, in turn, influence social interactions between
and among customers and service providers and lead to changes in behavioral
responses including “approach and avoidance” (Mehrabian and Russell, 1974) (Figure 14).
Figure 13: The servicescape model 13 SERVICE MARKETING
According to these references, it is assumed that customer behavior is affected by
different environmental cues depending on different service settings. After reviewing
studies related to servicescape properties, Bitner excluded social cues in human
factors (employees and other customers) and focused only on interface of the physical
surroundings. Therefore, in the service landscape model, Bitner identified three major
aspects of the servicescape including "ambient conditions"; "spatial and functional
layout"; "signs, symbols and artifacts".
The first factor of the servicescape is ambient conditions. This factor mainly
comprises temperature, lighting, color, sound (music, noise), odor and air quality that
are associated with five senses of humans such as vision, audition, olfaction, touch
and taste. According to marketers, a retail atmosphere that includes scent,
temperature, and music are key components of the customer experience in a retail
environment along with social factors, pricing, and advertising activity. The
atmosphere is one of the five physical environmental characteristics, which are
relevant to the quality of the visitor's experience in the theme park context. Light is
recognized as an important driver of personal emotions, as well as how people solve
problems and the likelihood of recalling memories in the short or long term. The
perceived service atmosphere and product quality are impacted by various colors,
customers often more positively perceived as interacting with warm colors rather than
cool colors. Regarding air quality, which is deeply relative to customers satisfaction
level in hotel context, strongly influenced hotel guest’s behaviors.
Figure 14: Ambient condition s
The second factor of the servicescape is space and function. Spatial layout refers to
“How machinery, equipment, and furnishings are arranged, the size and shape of
those items, and the spatial relationships among them”. Functionality is understood
as the possibility of the effective operation of physical objectives within service
establishments aiming to deliver a great experience to customers. Space and
functionality are recognized as determinants of the quality of the visitor's service 14 SERVICE MARKETING
experience in the theme park. Bitner also agrees that space and function influence a
pleasant customer experience. Other marketers reveal that a good layout must ensure
proper access to, exit and another facility in a service environment. Such good designs
have the potential to promote a customer's professional and effective perception of a
service base as well as improve the quality of the entire service experience. Some
argue that customers commonly assess overall service quality based on their
interpretation of specific equipment functions within a given service setting.
Furthermore, an illustrative example is that comfortable seating, well-prepared
equipment and sufficient restrooms are foremost components employed to assess the
overall quality of convention facility by participants.
Figure 15: Space and functio n
Signs and symbols are important attributes towards designing physical surroundings
but they have been less investigated by scholars. Signs and symbols are items in the
physical surroundings employed to convey information and instructions for
customers more efficiently. These are typically observed through the directions of
entering or exit, the guidance of rest-rooms, the notices of careful caution such as wet
floors, specific signs such as no smoking, dressing room and so forth. A practical
example shows that a traveler may have a terrible experience at the airport because
she or he finds it difficult to follow the indications to the designated gate. According
to studies, electronic equipment and displays that are signs or symbols may be
employed to improve pleasure experience and advance the main service offering in
the context of football stadium and casino. Moreover, visual icons are part of the
service's influence on emotional outcomes and customer behavior. The results of the
study showed that the location signs, fire exits and routes in convention have seemed
as considerable interest from conference participants. In addition, the desired mood
of the customer is associated with pleasant impressions of signs and symbols in a
service facility that then positively affects their overall cognitive service experience. 15 SERVICE MARKETING
Figure 16: Signs and symbols
The stimulus from the service environment is likely to improve and strengthen the
customer's positive perceptions of service organizations before they have the
opportunity to interact with employees. In a given service environment, customers
typically perceive various stimuli from store atmosphere including vision (color,
lighting, aesthetics, design), audition (music and sound), olfaction (scent, odor),
touch (cleanliness). These stimuli then influence customer’s beliefs, attitude and
expectations towards a service provider. These stimuli then influence customer's
beliefs, attitudes, and expectations toward the service provider. Some argue that
customers' beliefs about the service environment are more closely related to
behavioral intentions than quality or price in some cases. In addition, some consumers
use environmental factors as an important criterion in the evaluation and selection of
services. Likewise, the service environment is not only an important component that
makes a good impression on customers, but also an aspect to create an overall
appreciation of service facilities. The characteristics of the service environment are
one of the factors customers often look for and compare to make a final choice
decision. Moreover, the atmosphere characteristics could contribute to creating a
company's image and brand value. For example, the decor of offices and the quality
of furniture can represent the service quality of a travel agency or the color of the
service environment aims to spread the idea of service speed.
In summary, the model developed by Bitner constitutes a major conceptual
contribution to the study of the influence of the physical environment on consumers
and employees in the service context. Dimensions of the service landscape are often
used to investigate the impact of different physical surroundings on customer
behavior. Furthermore, Bitner emphasizes the effects of the environment on possible
social relationships among the occupants of the place of service. According to the
servicescape model, the relationship between perceived environmental cues and
behavioral outcomes of individuals is not direct but mediated by internal responses. 3. Proposals
People, societies, and economies all over the world are suffering as a result of the
covid epidemic, but the good news is that we have begun to take steps to combat it.
and can bring the economy back to its former glory. Even if things have returned to 16 SERVICE MARKETING
normal, everyone must continue to take precautions to protect their health in order to
avoid becoming infected with Covid 19. Business businesses, in general, and the Phuc
Long brand store business chain, in particular, have adopted preventative precautions.
Apart from well-known names like Sturbuck and Thai Nguyen, Phuc Long is a tea
and coffee supplier brand that belongs to a trio of large men in Vietnam who have
taken steps to strengthen the service model in order to give clients with a variety of
products. services aimed at preventing disease outbreaks However, in order to
compete with huge coffee companies, Phuc Long must focus on the customer
experience through the service model, because physical evidence is linked to a
company's branding and how its products are perceived in the market.
Design Of The Service Environment Customer Reasons Action Before After
Phuc Long proposed a We would like to suggest Employees are required space for hand adding an automatic to contact and measure
sanitizer and QR code thermometer in front of the temperature of a scanning right at the the store large number of exit entrance to temperature customers. implement the 5K This will not guarantee measure from the the safety of employees beginning. or customers. Therefore, Security personnel we recommend using an Outdoor will measure the automatic temperature temperature with a gauge. handheld thermometer immediately at the exit door. To remind customers to complete the procedure prior to entering the store. Customers waiting to We recommend separate We think that the recent order water will be queue designs for epidemic situation has directed to the line by shippers and customers. gradually stabilized and a square sign Let these two sources of that customers are displayed on the customers limit their becoming increasingly ground; each square contact with each other crowded, so we believe
Waiting In represents one client, and serve them quickly. that in order to save Line ensuring that everyone customers' waiting time is kept safe. and ensure their safety, we should propose this idea. 17 SERVICE MARKETING Because everyone has With the current The automatic ordering to wear masks and limitations, we think it is machine not only solves stand too far apart a good idea to order an the problem of barriers
when communicating, automated ordering between customers and if staff and customers machine for the employees, but also speak too softly, both customer. For the allows customers to will not be able to purpose of allowing experience a new "self- hear, leading to errors
customers to order drinks service" service when Order later, so they have to by themselves without they come to the shout while talking. having to interact too restaurant. We hope that order. And if both of much with the staff. this will be a welcome them talk loudly like change for Phuc Long's that, it will annoy return this time. other guests. At the moment, Besides putting out the Putting the pulley system people can find a pulley system, we want to limit contact is also a
pulley system between to encourage customers good idea before of Phuc the cashier and the to pay their bills with e- Long. However, we customer at the
wallets more, so we think received a lot of payment counter to
the store should put more feedback about the
limit contact with each QR codes of the e- inconvenience of using Payment other when paying. wallets in front of the this device. That's why counter cashier to attract we hope that putting customers' attention more QR code symbols on e-wallets will attract more customers Currently, Phuc Long We need to redecorate to Because of the large is lenient on the issue suit the specified number of returning of visitors sitting on distance. And especially customers, businesses the spot when the should leave the note or must be even more tables are not
sign "Do not move tables cautious in keeping a separated by a safe and chairs" to emphasize safe distance from distance. for customers not to customers. This not only Select The arbitrarily move them to makes customers feel Seat another place. protected when coming to the shop, but also helps businesses prevent unnecessary risks later. 18 SERVICE MARKETING Normally, Phuc Long We intend to create two We should actively limit will call 2 to 3 distinct takeout counters close contact with guests customers to come at for the delivery person and prevent the Received the same time to and the customer. appearance of crowds at Drinks receive water, Furthermore, the staff each counter. All
including: the delivery should only call out to towards the common person and the each customer to receive goal of ensuring customer the dish. everyone's safety The space of the cafe With such a relaxing Putting the air purifier in shop is still modern space, we want to add an the shop will make the and luxurious. It is air purifier with essential air clean, fragrant and
always decorated with oils to the shop in each avoid invisible microbes many trees to create a area. in the air. This not only Enjoy feeling of freshness creates a safe feeling for and cleanliness, guests, but also creates a making customers feel fragrant atmosphere that comfortable when brings a real sense of enjoying drinks at the comfort when customers store. enjoy drinks here. Usually, after a
We have no new ideas for this step. Because the customer walks out of Leave the
customer service process at this step of the staff is the shop, the staff will shop
relatively good, and we also hope that the service
greet the customer and will be maintained. clean up
Table 2: Design Of The Service Environmen t
In short, food and beverage is a highly competitive industry with a high rate of elimination, and
the company's reputation has a significant impact on customer behavior. An epidemic is
something that no one wants and cannot predict. The damage it brings is not insignificant.
However, the impact of this Covid-19 outbreak will be a "test" for F&B businesses. At the
moment, the epidemic situation is almost stable, restaurants are gradually reopening. To prepare
well for this comeback after a long time, our company Phuc Long has proposed ideas to
redesign the service environment to suit the post-Covid-19 situation, with the purpose is to keep
customers safe while also strictly adhering to the government's 5K regulations.
Our team hopes that the proposals in this report are consistent with the aforementioned goals
and can be put into action as soon as possible in the future. 19 SERVICE MARKETING References
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Dịch Vụ Và Ý Định Hành Vi Khách Hàng – Nghiên Cứu Tại Các Chuỗi Quán
Cà Phê Ở Việt Nam. Tạp chí Phát triển Khoa học và Công nghệ – Kinh tế-Luật và Quản lý.
5. Phong Cach Moc. (2021). Những Lưu Ý Khi Mở Cửa Lại Nhà Hàng - Quán
Cafe Sau Giãn Cách. Được truy lục từ phongcachmoc.vn:
https://www.phongcachmoc.vn/tin-tuc/nhung-luu-y-khi-mo-cua-lai-nha-hang-
quan-cafe-sau-gian-cach-2013.html
6. KEN DESIGN. (2021). Những Đặc Điểm Thiết Kế Thu Hút Khách Hàng Của
Các Quán Cafe Phúc Long. Được truy lục từ thicongnhahang.vn:
https://thicongnhahang.vn/nhung-dac-diem-thiet-ke-thu-hut-khach-hang-cua- cac-quan-cafe-phuc-long.html
7. HIỀN, T. T. (2021). Chapter 10 - Crafting The Service Environment. Được truy
lục từ mlearning.hoasen.edu.vn:
https://mlearning.hoasen.edu.vn/course/view.php?id=9928 20 SERVICE MARKETING