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Aiya final report(1).pdf

Aiya final report(1).pdf - TH GII N VT SERVICE QUALITY...

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THẾ GIỚI ĂN VẶT SERVICE QUALITY REPORT GROUP 1 Ung Hoang Loi (s3360706) Dao Khai Huy (s3409201) Truong Quoc Huy (s3358300) Pham Ngoc Bao Tran(s3360540) (UNDER THE INSTRUCTION OF MS. THU NGUYEN) 1
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2 TABLE OF CONTENT I. Executive summary .................................................................................................................... II. Introduction ............................................................................................................................... Nature of company, principal services Positioning map: Target market: 3. Managing customer interface Processing Managing capacity and demand Marketing strategies used to manage capacity Marketing strategies used to manage demand Physical evidence Russell’s Model of Affect Impact of environmental dimensions People Implementing Profitable Service Strategies Attaining and maintaining customer loyalty Complaint handling and service recovery process Recommendation III.Conclusion References Appendix 3 5 5 6 7 9 9 15 15 16 18 18 18 22 25 25 25 30 31 32 33
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I) EXECUTIVE SUMMARY The Gioi An Vat Ltd was established in 2009 in District 10 of HCM City by Ms Uyen Vy. Through its 5 years of development, the company has expanded to other parts of the city by established 3 more stores in District 1, 3 and Phu Nhuan District. After 5 Years, Aiya is still considered to be a small player in the market; they only have around 1% of the market share. In order to see how Aiya is operating, we applied Blue Printing to see its Service Delivery Process in a detailed view. The Blue Printing show steps or ways that the customers and the company‟s employees have to go through for the Service Delivery process; it also shows the possible Fail and Waiting Point that might decrease the customers‟ satisfaction level as well as the Company‟s Service level; i.e. Billing errors, food delivery, toilet etc. By identifying those errors, we can suggest possible poka yokes that might help Aiya to solve those errors. In Managing capacity, Aiya has used 3 strategies which are Cross-trained Employees, Use Part- time Employees and Create Flexible Capacity. However, there are still some limitations that Aiya needs to consider when using these strategies. Such as High Labor Turnover, low level staffs etc. There are many Marketing Strategies that Aiya is using to manage the demand base on day, base on week, and base on Seasons and Holidays. With the help of Russell‟s Model, Aiya is able to offer appropriate Physical evidences that can trigger Customers‟ emotional response to the In -store Environment. Their customers are experienced high level of arousal combined with the high level of pleasant when coming to the stores. Three Dimensions applied are Ambient Condition, Space/Functionality and Signs, Symbols and Artifacts. In order to create High Level of Arousal, Aiya ensures that the customers will be received large amount of Information Load through Sign, Pop Music etc. However, the company did not do a good job in providing High Level of Pleasant due to the high amount of Information Load to the customers.
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