A Descriptive Analysis Of The Impact Of Customer Service In Haidilao On Customer Satisfaction In Ho Chi Minh City (2018-2022).Pdf

The objective of this study is to analyze the relationship between service and customer satisfaction in Haidilao in Ho Chi Minh City from 2018 to 2022.. It is even possible to explore th

HO CHI MINH CITY UNIVERSITY

OF FOREIGN LANGUAGES - INFORMATION TECHNOLOGY BUSINESS ADMINISTRATION FACULTY BUSINESS RESEARCH

Duy Phan - 21DH485396 - MK2103

HUFLIT - August, 2023

ABSTRACT

It is commonly acknowledged that the creation of purchase intentions is influenced mainly

by service quality and client happiness In order for businesses to retain consumers and establish a sustainable competitive advantage, mastering the principles is very important (Vu, 2021) The objective of this study is to analyze the relationship between service and customer satisfaction in Haidilao in Ho Chi Minh City from 2018 to 2022 Haidilao is a famous hot pot restaurant chain that has won the award has a reputation for outstanding customer service and is known for its Si-chuan influenced hot pot style (Chung, Pham, Nghia, Tran, & Nguyen, 2022) The study will use the descriptive analysis method to study reviews and evaluations of Haidilao's customer service in Ho Chi Minh City over a period of

4 years It is even possible to explore the relationship between customer support and

consumer satisfaction and observe areas where Haidilao can improve its services to

enhance customer satisfaction From that, drawing out the strengths that Haidilao is doing very well, hot pot restaurant businesses can consider and apply what Haidilao has done to their business activities

Key words: Customer Service; Customer Satisfaction; Haidilao Hotpot

2.3.1 SERVQUAL Model 9

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5.1 Utilization of Food Prices

5.2 More Differentiated Value-Added Services

5.3 Implement Logical and Efficient Marketing Strategies

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†IGURE 7 APRONS, ZIP BAGS FOR PHONES, GLASSES, CLEANING TOWELS (Lee, 2020) ó tIGURE 8 NOODLE DANCE (Lee, 2020) -. 5 s HH HH HH TH HH HH HH HH HH TH HH 7 FIGURE 9 FACE CHANGING (Dang, 2021) 7 FIGURE 1 PARASURAMAN, ZEITHAMEL AND BERRY (1985) DEFINED FIVE DIMENSIONS FOR SERVICE 98.3500 0 8

†IGURE 2 MODEL OF CUSTOMER SATISFACTION (2Zeithaml # Bitner, 20 12) -« -<c~-c 10

CHAPTER 1 Introduction

1.1 Background

Haidilao is a Chinese hotpot chain that has become increasingly famous in recent years The business enterprise is recognized for its splendid meals, giant carrier offerings, and cognizance of patron delight Ho Chi Minh City is a significant city in Vietnam and is also known as a natural paradise dining strip (Huynh, 2022) In 2018, Haidilao opened its first restaurant in Ho Chi Minh City, Vietnam The opening turned into an instant success, and Haidilao has opened several extra locations within the city Customer satisfaction is a critical factor for any restaurant, and it's particularly essential for Haidilao (Ha, 2021) The employer's commercial enterprise model is based on providing an excessive level of service and making the customer's experience special with the motto “Satisfied Customers

- Dedicated Employees” (Pham, Huynh, Hua, Nguyen, & Ha, 2023) This study is to analyze

of the impact of customer service in Haidilao on customer satisfaction in Ho Chi Minh City

from 2018 to 2022

1.2 Objective

The aim of this research is to examine the relationship between the services provided by Haidilao in Ho Chi Minh City and the level of customer satisfaction from 2018 to 2022 Specifically, the study aims to first evaluate the quality of services provided by Haidilao, including food quality, customer service, hygiene, and ambiance Second, determine the level of customer satisfaction with the services provided by Haidilao and identify the

factors that contribute to their satisfaction level

1.4 Structure

The report first give a general summary of the link between Haidilao's service and patron

satisfaction from 2018 to 2022 in Ho Chi Minh City Second, the literature review

emphasize the major elements that affect customer satisfaction in the restaurant business

Third, the methodology section describe the research design, sample procedures, and data collection methods employed in the study Fourth, the findings and discussion part give the outcomes of secondary data analysis and offer details on how customer satisfaction at Haidilao in Ho Chi Minh City relate to it from 2018 to 2022 This section also discuss the main elements that have influenced consumer satisfaction throughout this time Finally, suggestions for Haidilao on how to enhance their customer service and happiness in Ho Chi Minh City are made based on the study's findings

CHAPTER 2 Literature review

FIGURE 2 FOOD LAYOUT AT HAIDILAO (NGUYEN, 2022)

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Haidilao does not serve buffet style, but rather chooses to order dishes with an average

price of VND 35,000 - VND 210,000, and regardless of the price, the restaurant always

guarantees that its products are of high quality (fresh, green and clean)

FIGURE 3 THE SELF-SERVICE SAUCE BAR OF HAIDILAO (DANG, 2021) Regarding the dipping sauce, one feature that cannot be missed when enjoying at Haidilao

is the self-service sauce bar, where customers can mix and match their favourite

condiments to make their own bowl of dipping sauce to their taste with dozens of bowls of dipping sauce displayed in an eye-catching way (Live2makan, 2022)

2.1.1.2 Additional services

Haidilao Hot Pot brings customers delightful dining experiences (McFarlan, Zheng, & Zigian, 2011) The customer experience is everything for Haidilao (Chen & Chao, 2020) Haidilao's attentive customer service is one of the essential factors that has helped this hotpot restaurant become one of a kind The restaurant has put itself in the customer's shoes to understand their needs and continuously improve the service

They turn the simple waiting experience into a whole new experience by providing many

free services such as free filtered water, tea, fruit, peanuts and ice cream (iPOS, 2022) In

addition, young customers are also well cared for with high chairs, separate food and a separate children's play area, helping parents to enjoy the service with peace of mind

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FIGURE 4 WAITING AREA FOR CUSTOMERS AT HAIDILAO PARKSON HUNG VUONG

(NGUYEN A K., 2022) Not only during the waiting time, before eating, customers will be given aprons, zip bags

for phones, glasses, cleaning towels, arm covers, hair ties, etc to be able to enjoy the food

comfortably

FIGURE 5 APRONS, ZIP BAGS FOR PHONES, GLASSES, CLEANING TOWELS (LEE, 2020)

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At Haidilao, there are two specialties that make up the unique characteristics of this hotpot

restaurant, which are the "Noodle Dance” and "Face Changing" service of the chefs, which

are extremely beautiful and professional, no different from the gymnasts After confirming the customer's order of hand-pulled noodles, an employee dressed in white will be summoned to perform the noodle-spinning dance, pulling the dough into noodles while gracefully rotating the long noodles transferable and professionally

Not stopping there, recently, this hot pot brand has added a new “art” that makes diners extremely excited That is the art of "Face Changing” - a unique art from China (Ha, 2021)

as Figure 9 Every day, at Haidilao, the art of Transfiguration will perform in the time frame 20:00 - 20:30 at Haidilao branches in Ho Chi Minh City

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FIGURE 7 FACE CHANGING (DANG, 2021) 2.1.2 The Training of Haidilao

An important factor that keeps Haidilao at the top of the list of hot pot restaurants with best service is its well-trained staff and attentive manager Since employees who feel their manager cares about them, they will work harder on the job, Zhang Yong, CEO of Haidilao, goes to great lengths to boost employee morale in order to provide excellent customer service This employee-centric philosophy is embodied in Haidilao’s slogan: “Employees

are more important than customers” (Tai-wai, 2015)

The staff members are encouraged to share fresh suggestions for enhancing the customer experience at each of the company's restaurants The employees are also encouraged to practice their ideas when they are serving customers (Huang, 2009) Haidilao always believed that the company employed every staff's brain and intelligence instead of his arms and hands (Noe, 2013) Everyone in the organization is in charge of knowledge production, application, and dissemination Training and learning are different, according to Haidilao It values daily learning above program training because, in Haidilao’s idea, training is an activity while learning is a process In the company, most of the time the employees are trained in the workplace instead of sitting in a room and listening to a kind of lecture

2.2 Previous Studies

Previous studies have examined the impact of customer service on customer satisfaction in the restaurant industry For example, a research by Linh, “Hanh vi su dung dich vu cua chuơi nha hang Haidilao tai TPHCM” in 2020 shows that the relationship between core competencies and customer experience is relevant due to the company’s nature as a customer-centric business model and the focus on the customer journey and its touchpoints should be consider as an ongoing activity to ensure a high level of customer

satisfaction and a strong customer engagement intensity (Nguyen, 20200 Furthermore, a

study by Hoi in 2022, “Solutions to improve customers’ satisfaction at Haidilao Hotpot in

Ho Chi Minh City” shows that the majority of customers will rely on past experiences and referrals from others to meet their needs Whether to use meals from that place is decided

by friends or online reviews of previous patrons As a result, businesses must constantly improve their high-quality services (Huynh, 2022)

Another study by Kumar, Kee, and Manshor (2009) found that customer service quality significantly affects customer satisfaction and loyalty in the restaurant industry (Kumar, Kee, & Manshor, 2009) Furthermore, a previous study found that customer service quality

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significantly affects customer satisfaction and loyalty in the restaurant industry (Akroush,

et al, 2019) Wu, Chen, and Li (2020) found that personalized and responsive customer service is critical for creating a positive customer experience and increasing customer

satisfaction in the hot pot restaurant industry Additionally, Khan (2018) found that high levels of service quality, as measured by the SERVQUAL model, are associated with increased customer satisfaction and loyalty in the food service industry

2.3 Models

These models, in addition to the SERVQUAL model, have been used to research the

connection between customer satisfaction and service quality in a number of industries, including the restaurant business The models may be used to pinpoint the elements that affect client satisfaction and to create plans for enhancing the caliber of services

FIGURE 1 PARASURAMAN, ZEITHAMEL AND BERRY (1985) DEFINED FIVE DIMENSIONS

FOR SERVICE QUALITY The SERVQUAL model is a five-dimensional model of service quality that was developed by Parasuraman, Zeithaml, and Berry in 1988 It is used to measure the gap between customers’ expectations and perceptions of service quality, which includes five dimensions: reliability - responsiveness - warranty - empathy - tangibility Previous research has shown that the use of excessively friendly services, as measured by the SERVQUAL model, increases customer delight and loyalty Ultimately, used to identify areas

where improvements are needed (Le, 2023)

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According to the SERVQUAL model, this study will evaluate the quality of services provided

by Haidilao in terms of reliability, responsiveness, assurance, empathy, and tangibles

From a psychological perspective, influencer marketing works because it directly responds

to the natural human need for belonging, social conformity, and information processing functions The human brain is more accepting of influencer marketing as it is found to be more authentic, authoritative, and engaging than other types of marketing.L

2.3.3 Cronin and Taylor model

In 1992, Cronin and Taylor created the Cronin and Taylor model, a two-dimensional

representation of service excellence The approach takes into account both perceived value and service quality (Cronin & Taylor, 1992)

In addition to these models, several additional studies have looked at the connection

between customer satisfaction levels and the services offered by Haidilao in Ho Chi Minh City These studies have discovered that a number of variables, including meal quality, staff responsiveness, restaurant ambiance, and cost, all have an impact on consumer happiness

(Huynh, 2022)

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CHAPTER 3 Methodology

3.1 Type

The data collection process will involve collecting secondary data from many sources of research This research will be a descriptive evaluation, which aims to explain and analyze the impact of customer support in Haidilao on consumer delight in Ho Chi Minh City

3.2 Material

Customer surveys: A number of customer surveys have been conducted at Haidilao in Ho Chi Minh City This report will utilize these surveys to gather and being analyzed for cost- effectiveness, the atmosphere of the restaurant, the level of service provided by the employees, and the caliber of cuisine

Media reports: Numerous media stories have been made about Haidilao in Ho Chi Minh

City Data about the company's reputation, marketing strategies, and customer service

programs will be gathered using these reports.L

Academic research: The restaurant sector has seen a number of academic studies on

patron satisfaction Data on the elements that affect customer satisfaction and the techniques for assessing it will be gathered through this research

3.3 Process

Step 1: Determine the research objective Find out about Haidilao's customer service, specific services, or their employee training program from 2018-2022 in Ho Chi Minh City.L Step 2: Collect data Review customer reviews on online platforms such as Google, Youtube,

Tiktok Collect articles, research, and reports on Haidilao's customer serviceL

Step 3: Review the data Analyze the advantages and disadvantages of the Haidilao service once the data has been gathered.L

Step 4: Explain the findings After analyzing the data, interpret the findings Outlines methods that can be used to improve Haidilao's customer service Make recommendations

on how Haidilao can improve its customer service based on those findings.L

Step 5: Present the findings The final step is to present the research results.L

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