Topic analysis of the service quality of pizza 4ps

lOMoARcPSD|17343589 VĂN LANG UNIVERSITY TOURISM FACULTY SERVICE QUALITY MANAGEMENT Topic: Analysis of the service quality of Pizza 4P's Lecture: Nguyễn Thị Duân Group: Musi 2022 - 2023 Page | lOMoARcPSD|17343589 GROUP PARTICIPATION ASSESSMENT Group name: Musi Leader: Huỳnh Gia Hào Presentation Date: GROUP MEMBER FULL NAME HUỲNH HÀO ĐỖ STUDENT LEADER/ ID MEMBER GIA 197LH11522 Leader LÊ 197LH11757 Member QUỲNH NHƯ NGUYỄN Work assignment Chapter & Chapter ( 3.) Chapter (1., 2., 4.) 197LH11533 Member Chapter 197LH2443 Member Chapter ( MAKE IT MINH QUÂN ĐOÀN THẢO 197LH11659 Member WRONG) Chapter (4.) ( MAKE IT MY WRONG AND DO NOT HOÀNG HÂN NGUYỄN GIA CORRECT THE ARTICLE ) Page | lOMoARcPSD|17343589 Lectures’s comment Lectures’s Sign Table of contents Prologue Reason for choosing the topic Target Texture Page | lOMoARcPSD|17343589 Chapter 1: Literature review of factors affecting service quality .6 Definitions of Service Theorist of service quality What elements contribute to service quality? Features of high-quality services .8 Influencing factors for service excellence 10 Policies and mechanisms .11 Chapter 2: Assessment of the current situation on factors affecting service quality at Pizza 4P’s 12 Brief introduction of the business 12 Overview of business operations 12 Analyze the current situation of factors that create service quality in Pizza 4P’s 13 Pizza 4P's and the journey to become a sustainable restaurant chain 13 Source 14 Social Contribution 14 Environmental protection 15 Constantly setting goals further .15 Infrastructure 17 Competitor .19 Chat .20 Price .21 Promotion 21 Process 22 The shortcoming of service quality at Pizza 4P’s .22 Foody.vn 23 Youtube 24 Tiktok .24 Chapter 3: Proposing solutions to improve service quality at enterprise .25 Solution 25 Conclusion 25 References .26 Page | lOMoARcPSD|17343589 Prologue Reason for choosing the topic Pizza, a staple of Italian cuisine, is a very well-liked fast food in Vietnam Pizza comes in a wide range of styles and flavors, which have led to a current, appealing surge Therefore, the pizza industry is really interesting when it takes on the distinctiveness of each brand rather than just being a competition of taste Consequently, a market for pizza has been developed in Vietnam thanks to the involvement of well-known companies like Pizza Hut, Domino's Pizza, Pizza 4P's, and The Pizza Company as well as the emergence of new, small and medium-sized brands Nam is very competitive, diverse, and has a lot of promise Realizing this, the Musi team decided to analyze the service quality of Pizza 4P's in the fast food industry as their topic Target The objective is to assess the elements influencing the level of customer service provided by a company and then apply those elements to Pizza 4P's operations Learn how the businesses of Pizza 4P are implementing and addressing the impact on the caliber of their services Page | lOMoARcPSD|17343589 o Research object: The idea of the elements influencing the service quality of Pizza 4P's enterprises is the primary emphasis of the thesis so suggesting corrective action o Research scope: Service quality of Pizza 4P’s Texture In addition to the introduction and conclusion, the content of the discussion is structured into three chapters: Chapter 1: Literature review of factors affecting service quality Chapter 2: Assessment of the current situation on factors affecting service quality at Pizza 4P’s Chapter 3: Proposing solutions to improve service quality at enterprise Chapter 1: Literature review of factors affecting service quality Definitions of Service  Services are deeds, processes, and performances (Valarie Zeithaml & Mary Jo Bitner)  A service is a time-perishable, intangible experience performed for a customer acting in the role of a co-producer (James Fitzsimmons)  Service enterprises are organizations that facilitate the production and distribution of goods, support other firms in meeting their goals, and add value to our personal lives (James Fitzsimmons) =>Services are an economic sector where the output of production activities does not result in physical objects with a measurable physical form but rather benefits with a measurable economic value Production and consuming processes take place simultaneously, and storage is not an option => Service is the outcome of the supplier's internal activities and its interactions with the customer in order to satisfy the customer's needs Page | lOMoARcPSD|17343589 Theorist of service quality Service quality is an economic concept that all managers take very seriously, particularly in the context of today's fiercely competitive market economy, where the quality of products, goods, and services are highly comparable as a result of the outstanding advancements in science and technology From a customer-focused perspective, service quality can be simply defined as the ability of service providers, units, and individuals to meet expectations and fulfill customer needs As a result, consumer preferences dictate the level of service quality Customers' wants are diversifying as social life develops and becomes more sophisticated As a result, there are various levels of service quality to best suit various customers The essence of service quality is that customers decide that there is no accurate measurement tool for it, therefore various customers will have different impressions at the same degree of service quality Additionally, even the same customer may perceive the quality of the service differently at various points Because it strongly depends on the attitude of the service workers, it is challenging for the service business to guarantee constancy in the level of service that clients perceive The atmosphere, service, facilities, equipment, and many other aspects are all influences on service quality Service quality, according to Parasuraman et al (1985, 1988), is a thorough evaluation of the attitude of the consumer toward service excellence Feigenbaum (1991) asserts that a customer's assessment of a service or product's quality is based on their actual interaction with it and is determined by how well it meets their perceived needs aware or expressed in a specialized or subjective way Page | lOMoARcPSD|17343589 Service quality, according to Edvardsson, Thomsson, and Ovretveit (1994), is a service that satisfies customers' wants and expectations What elements contribute to service quality? The organization will decide on priorities for quality improvement on the basis of categorizing the components of service quality Although each service will have unique parts, they will all share the following components: Reliability: The capacity to provide the service as correctly and dependably as the company has promised is regarded as a key component of service quality Customers will return when the business needs them if they obtain the service that was promised Assurance: The behavior of the service staff and their capacity to foster credibility and trust serve as indicators of this factor Employees must always put the needs of the customer first, have excellent communication skills, and strive for excellence Tangibility: refers to the business's physical surroundings, tools, and personnel, which are the visible components of the service, and through which customers can observe an improvement in service quality Empathy: is the quality of giving each customer individual attention in order to fully comprehend them and be able to relate to their worries and inquiries Features of high-quality services Customer quality determines service quality Service quality is determined by the caliber of the individuals providing it, as demonstrated by their degree of education, cognitive capacity, voice, expressiveness, and practical application Quality of service is determined by people at every level, from management to customer contact This is very Page | lOMoARcPSD|17343589 evident in the tourism service sector; when a guide makes graceful, polite, and deeply perceptive gestures, visitors will feel more interesting and at ease Service excellence is a perception Customers frequently evaluate the quality of a service based on their perceptions about the service provider Therefore, in order to maintain their clients' trust, service businesses need to maintain their reputation Service excellence varies depending on the seller, buyer, and timing Because providing services is primarily a human endeavor that is challenging to standardize, service quality is more variable than that of physical products Each person has a unique professional background and customer service approach, so the service will also be unique Customers' perceptions of service quality are fluid and change depending on the customer service team A "truth point" is a point of contact for each sort of service Each connection has a significant impact on the process' quality since service quality is a function of that process' quality There are touch points that separate each stage of the process and are crucial to that stage's effectiveness because they are the ones that leave a lasting impression on customers regarding the caliber of the company's services Customers will develop a clear concept and "know the truth" about the caliber of service they receive through the point of contact The touch points can be used to raise the overall level of service quality if they are used properly Customers assess the quality of a service as it is being provided, not when it is over Customers will evaluate the entire process of the service, not just the output, because they are immediately involved in the process of delivering services and directly consume the products and services Therefore, organizations must pay Page | lOMoARcPSD|17343589 attention to have a comprehensive and complete view of service quality in order to achieve high efficiency in commercial activities Influencing factors for service excellence Market element A successful firm must be the result of market research, which includes learning about the demands of the market and developing plans to address those needs The market is every company's primary and secondary objective As a result of the constant fluctuation and upward trend in demand, service quality is encouraged to rise to fulfill those needs Whether or whether a service is of high quality is determined by the market's acceptance of the company Labor qualification Only good people can produce quality services since people are what determine service quality The organization's quality goals will be impacted by how well all employees and management work together To increase productivity and quality, it is important to encourage professional development and training performance and effectiveness in business Employees, especially those in management levels, should be knowledgeable about quality as well as market competition in addition to their professional qualifications Only high-caliber individuals can produce high-caliber services, enhancing a company's productivity, profitability, and reputation A technical level The advancement of technology, which raises quality and lowers costs while increasing adaptability, can be considered the force behind the development of new goods and services Quality products cannot be produced with the most antiquated tools and technologies Despite the fact that humans are the main consideration Only when the humorous human abilities are connected to Page | 10 lOMoARcPSD|17343589 direct and indirect ways It also encourages and supports businesses' use of new technology to improve their products Chapter 2: Assessment of the current situation on factors affecting service quality at Pizza 4P’s Brief introduction of the business Masuko Yosuke established the Pizza 4Ps franchise Masuko ran the renowned investment fund Cyber Agent after working for a trading company after graduating from college His first Pizza 4P's location in Ho Chi Minh was opened after he left his position at Cyber Agent, and it is expanding quickly Pizza 4ps are anticipated to become a global phenomenon in the future, with availability in both Japan and other nations The New Business Tokyo association recognized him as the finest foreign businessman in 2018 Platform personal pizza for pizza is the meaning of the name 4P's The meaning of the name is reflected in the shop's mission to provide each pizza in this location a unique personality and character At Pizza 4P's, the goal is to be more than just "A terrific pizza restaurant." The larger goal of Pizza 4Ps is to "Make the World Smile for Peace." Pizza 4P's mission is "Bringing surprises, sharing happiness," which it always upholds and strives to accomplish on a daily basis Pizza 4P's wants to be the top upmarket eating destination in Asia Bangkok is the first stop, followed by Southeast Asian nations and particularly the potential Japanese market The goal of Pizza 4P's is to become every family's preferred pizza in Asia, particularly in Vietnam Overview of business operations Pizza 4P's revenue in 2017 exceeded 283 billion, up 79% from the previous year, according to VIRAC data During the same period, profit surged to around 33.3 billion VND, nearly six times as much as the 5.5 billion VND in 2016 Pizza 4P's was valued at about 20 million USD in 2017, when there were only locations As of 2019, there are now 11 locations for this restaurant chain in three major cities: Hanoi, Ho Chi Minh City, and Da Nang Business Page | 12 lOMoARcPSD|17343589 activity grew even more in 2018, as evidenced by the company's 45% increase in revenue to VND 411 billion and 65% increase in profit Pizza 4P's Joint Stock Company recently released its 2021 financial position report, which showed a loss after taxes of 38 billion dong The proprietor of this well-known pizza restaurant lost 20 billion dong during the same period last year Pizza 4P had 98 billion dong in equity as of December 31, 2021, which is a decrease of 38 billion dong from the year's beginning As a result, the ratio of liabilities to equity increased significantly from 0.66 to 1.99, with the remaining bond balance currently making up 21% of equity Pizza 4P's Joint Stock Company made an announcement about the outcomes of a 2-year, 21 billion VND private bond issue in October 2021 Beginning on July 15, 2021, and ending on November 10, 2021, this corporation issued bonds Date of expiration is July 15, 2023 There are no rights certificates or specific assets attached to this nonconvertible bond The interest rate for overseas issuance is set at 11% per year Bonds are repaid three months later Pizza 4P's will use its administrative development funds to invest in the development of a cheese factory as well as the expansion of its restaurant chain, which is anticipated to add 18 new locations in 2021 and 2022 Analyze the current situation of factors that create service quality in Pizza 4P’s Pizza 4P's and the journey to become a sustainable restaurant chain Vietnamese people had the chance to witness the massive appearance of countless Japanese restaurants from popular to luxurious with countless Japanese restaurants in 2011, when the wave of Japanese cuisine began to land strongly in the Vietnamese market Street foods like Takoyaki octopus cakes and Okonomiyaki pancakes are served as well as fine dining options like Sushi or Wagyu steak barbecued over cast iron However, not all eateries can withstand the intense competition in a culinary market that is constantly evolving with diners who are becoming more affluent and picky, particularly in Page | 13 lOMoARcPSD|17343589 Ho Chi Minh City Despite the fact that pizza is not even the national cuisine of Japan, the Japanese restaurant chain Pizza 4P's has managed to exist and grow sustainably for almost ten years from North to South, there are around 20 branches Nobody needs to be reminded of the pizzas' distinctive flavor, ease of consumption, or addictiveness if they have ever been to Pizza 4P's However, if you find out more about this company, you will discover that the word "sustainability" sums up everything that keeps 4P's at the top of Saigon's favorite restaurants The three main components of "sustainability" for the restaurant model are sourcing, social responsibility, and environmental protection Source At Pizza 4P's, choosing reliable food sources is just one aspect of "Source of goods," which also includes encouraging customers to eat locally and aiding farmers in their agricultural endeavors enhance the meat and dairy products used in restaurants by adding water Pizza 4P's purchases more than 700kg of organic vegetables from local farmers each month, and you can find tiny vegetable gardens at the Hai Ba Trung or Phu My Hung locations The restaurant grows all of its own veggies and herbs using organic methods, offering customers access to healthy, fresh products while also increasing consumer interest in the menu items cultivating veggies Another surprise is that 4P's uses flesh crabs from Ca Mau for the restaurant's best-selling dish, crab pasta, because the region's geographical characteristics enable it to produce crabs with outstanding meat quality perfect Pizza 4P's will work with the crab farmers in Ca Mau in the near future to promote this regional sector while also stabilizing the supply Social Contribution Pizza 4P's focuses on employee satisfaction, community involvement and connection initiatives, as well as research and development of a menu that Page | 14 lOMoARcPSD|17343589 features a variety of healthy dishes, when it comes to "Social" factors At 4P's, staff members receive professional skill training in addition to hands-on experience at the restaurant's agricultural farms The restaurant's sustainability manager, Mr Yuma Nagata, said the following when discussing this subject: "The restaurant's concept is 'From Farm To Table The staff will therefore gain a better understanding of the food production process and the challenges of growing clean vegetables through training sessions at the restaurant's own farm As a result, you will appreciate the food more, reduce food waste, and be able to explain the ingredients in the dish to customers In addition, because of the brand's increasingly dense social media presence in recent years, you might feel like you encounter 4P's more frequently The charity initiative "Table For Two," which uses 1% of company profits to feed children in the Van Ho district of Son La province with smiles on their faces, is among the most notable Additionally, serving nutritious food plays a crucial role in 4P's evolution into a sustainable restaurant network If you look closely, you will notice that over 25% of the appetizer menu at 4P consists of vegetable dishes, and the restaurant also offers a wide variety of vegetarian selections This is another strategy for influencing people to adopt a more well-balanced and healthful diet Environmental protection Food waste is one of the main issues that any food service model has to deal with In order to address this issue, 4P's is now putting many innovative and creative strategies into practice, such as using whey juice from the cheesemaking process to make dishes and drinks for restaurants or using earthworms to turn organic waste from food waste into usable items Additionally, furniture like restaurant tables and chairs is created from recycled materials in addition to the use of plastic straws Constantly setting goals further Page | 15 lOMoARcPSD|17343589 Pizza 4P's will work to increase the restaurant's "sustainability" level to 50% in 2020 and then to 70% in 2021, according to Mr Yuma Nagata The restaurant will also boost the amount of food farmed and harvested organically, and certain staff training sessions on awareness of "sustainable" practices have also been arranged Additionally, 4P's aims to drastically reduce food waste at all of its locations, change the material of takeout containers, use solar energy for clean electricity, and spend more time engaging in social activities A restaurant that has a large number of regular patrons, seasoned staff, and excellent food is a successful restaurant, the brand stated The goal, according to Mr Yosuke, is to raise employee satisfaction Every employee constantly feels a part of the team and is glad to represent the company in order to share the value of devoted service All of Pizza 4P's staff members participated in an employee training program with a culinary professional where they acquired essential skills for retaining clients like: - A thoughtful, honest attitude According to Pizza 4P's, it will be crucial if consumers have a positive opinion of the staff Whether clients return to their store or not depends on the staff's attitude, gestures, and looks Employees should thus concentrate on providing the finest experience, respect, and passionate and attentive service to consumers Chefs can indirectly contact clients through the food even when they don't interact with them directly, therefore, to keep customers, the chef demonstrates his concern by attending to each one of them Little aspects of the dish - Always keep an eye out for consumers Every day customers are unique visitors with unique personalities, interests, and needs This is the difficult part of customer service employees, and personnel needs to constantly watch, listen to, and put themselves in the shoes of customers to understand each client's psychology and provide the greatest customer experience possible - A minute limit Page | 16 Downloaded by v? ngoc (vuchinhhp10@gmail.com) lOMoARcPSD|17343589 What can the employees to the waiting clients in one minute to make them comfortable? They are taught to integrate three skills to provide the greatest customer service: predict, recognize, and operate In the first step, they must anticipate and ascertain what the psychology of the client is seeking based on watching and listening to clients to be able to make educated guesses about their behaviors, interests, or personalities The second step is to identify and research the best ways to service clients To be able to service clients as quickly and efficiently as possible The final stage is to operate, exchange, and coordinate team members Infrastructure Customers are consistently blown away by the unique designs of each Pizza 4P restaurant location Each Pizza 4P's restaurant has a distinct design that does not resemble those of other locations, but customers can always spot these aspects and know that this is the brand's aesthetic Among the many Pizza 4P's restaurants, the four designs at the Le Dai Hanh branch, Ben Thanh branch, Phan Ke Binh branch (Ho Chi Minh City), and Landmark 72 branch (Hanoi) stand out The design of Le Dai Hanh pizza restaurant - the perfect combination of beauties of countries Overall, the Le Dai Hanh branch of Pizza 4P in district 11 of Ho Chi Minh City is a tasteful fusion of three cultures that don't initially seem to have anything in common: Italy, Japan, and Vietnam There are three reasons for this combination: The restaurant serves the well-known Italian pizza meal, has a Japanese proprietor, and is situated in Vietnam This resembles a creative thank you that the restaurant owner wishes to incorporate into the layout The Le Dai Hanh branch of the Pizza 4P restaurant chain has the largest total size of about 500m2 The restaurant has a distinct straight-line design and adheres to a contemporary aesthetic throughout The focal point of this design is also the open area that makes the most of light In Asian cultures, particularly Page | 17 Downloaded by v? ngoc (vuchinhhp10@gmail.com) lOMoARcPSD|17343589 in Vietnam and Japan, the common wood material is also used as the primary design element for everything from tables and chairs to shelves and barriers structural design Simple, not overly complicated, is influenced by Japanese culture and mixed with the rustic, understated, of beautiful plants, wooden wall panels, or indigo painted at the bar are also very familiar with Vietnamese culture Vietnamese tradition Along with that, the enormous arches in the dining room, or the restaurant's neoclassical facade, both make clear and striking displays of the usual Roman architecture Landmark 72 Hanoi branch design – pizza restaurant design inspired by Vietnamese brick kilns This Pizza 4P's restaurant is in one of Hanoi's most picturesque places, Landmark 72, and it has outstanding designs The design of this branch is particularly striking and distinctive, and it was inspired by an old Vietnamese brick kiln Diners will be completely overwhelmed upon entering the restaurant by a number of enormous cylinders hanging from the ceiling that range in size These cylinders have an appearance that is all too familiar to Vietnamese people since they are made of timber components that have been shaped like bricks and are stacked alternately Additionally, Pizza 4P's architects purposefully made the restaurant space appear to be separate from the Trade Center in order to achieve that goal Visitors can unwind in a stunning setting that is cut off from the outside world by coming here Design of Pizza 4P's Ben Thanh restaurant - the intersection between the past and the present The Ben Thanh location of Pizza 4P is another branch with a distinctive style This branch, which is situated adjacent to the bustling Ben Thanh market and against the backdrop of a historic French colonial architecture, resembles a crossroads where the past and present meet The historic elements of the restaurant, including the unplastered brick walls, vintage wooden tables and chairs, or iron railings, have been preserved in this Page | 18 Downloaded by v? ngoc (vuchinhhp10@gmail.com) lOMoARcPSD|17343589 design by the architects Pizza restaurant, nonetheless This 4P's still exudes a sense of modernity with its upscale sofa sets, airy space, and more than a thousand shutters, all of which are combined to create a particularly harmonious space Visitors to this pizzeria will be immersed in a wonderful setting of a stunning Saigon Design of Pizza 4P's Phan Ke Binh restaurant - a harmonious space between food and nature This Phan Ke Binh location's distinctive design revolves around the notion of turning the eatery into a garden around the pizza oven The pizza restaurant's interior is centered on the kitchen and toaster, with the atrium design and baked brick material enhancing the aesthetic Customers are impressed with the indoor and external area of Pizza 4P's Phan Ke Binh restaurant, which has a structure that resembles a garden The restaurant has an incredibly cool and airy green atmosphere thanks to the aesthetic touches like attractive plants, lakes, and iron floral designs Additionally, materials like cement bricks, burned bricks, rattan, etc all increase the restaurant's proximity to customers Competitor Unique Pizza restaurant chain and admirable business results The Pizza 4P brand has come a long way to achieve the success it has today The Japanese hospitality spirit of "Omotenashi," which permeates all of the restaurant chain's activities and guiding principles, is at the center of all of its operations Mr Yosuke claims that Omotenashi strives to provide customers with the most ideal experiences The pizzas are baked in front of the diners right there at the table There will be a table of customer comments and service ratings at the conclusion of each meal, allowing the restaurant to continually improve its offerings Thanks to the right policies, after 10 years since its inception, Pizza 4P's has continuously grown and is now one of the largest pizza brands in Vietnam, comparable to other giants such as Pizza Hut or Domino Pizza 4P's, which was founded ten years ago, has steadily expanded Page | 19 Downloaded by v? ngoc (vuchinhhp10@gmail.com) lOMoARcPSD|17343589 because of the appropriate policies and is now one of the biggest pizza brands in Vietnam, on par with other behemoths like Pizza Hut or Domino's The company made 158 billion dong in revenue in 2016 Impressive revenue growth of 79% in 2017 to achieve 283 billion VND was followed by a recordbreaking 411 billion VND in 2018 In just two years, profits jumped from VND billion in 2016 to VND 52 billion, nearly nine times as much (2016-2018) Chat The company's business results from 2016-2018 Pizza Hut and Domino's are "wary" of the encroaching plot When the COVID-19 epidemic has a significant impact on the economy, 2020 and 2021 are two challenging years Pizza 4P's is no exception In the past, the business was one of the restaurant chains that prioritized the genuine client experience over marketing or affiliations with online delivery services But Page | 20 Downloaded by v? ngoc (vuchinhhp10@gmail.com)