Marketing Service

Midterm
group
exercises

Team B
 Member
Trần Thị Quỳnh Như - 1954012252
Đinh Ngọc Phương Anh - 1954012005
Tạ Phúc Lợi-1954012155
Dương Thị Hồng Tuyết - 1954012396

 Work assignment table

Phúc Lợi Service quality gap analysis

Phương Anh Proposing to improve the quality of that service

Quỳnh Như Proposing to improve the quality of that service

Hồng Tuyết Service quality analysis

 The reason for choosing the topic

That people can have an overall view, they

will have a closer look at what Bach hoa
Xanh has to offer us, many things them to
offer and bring to us, that's why we chose to
analyze Bach Hoa Xanh
SERVICE QUALITY ANALYSIS
5 COMPONENTS OF SERVICE
QUALITY

Tangibles

Reliability

Esponsiveness

Assurance

Empathy
 1 TANGIBLES

There are more than 2,000 stores

There are from 3,000 to 5,000 different product codes.
Neat product layout
Cool and clean space
 FOR EXAMPLE: BACH HOA XANH INCLUDES
595 STORES IN HCMC
70 STORES IN AN GIANG
65 STORES IN BA RIA VUNG TAU
25 STORES IN BAC LIEU
56 STORES IN BEN TRE
133 STORES IN BINH DUONG
68 STORES IN BINH PHUOC
57 STORES IN BINH THUAN
32 STORES IN CA MAU
71 STORES IN CAN THO
66 SHOPS IN DAK LAK
26 STORES IN DAK NONG
154 STORES IN DONG NAI
52 STORES IN DONG THAP
32 STORES IN HAU GIANG
60 STORES IN KHANH HOA
66 STORES IN KIEN GIANG
62 STORES IN BAO LOC
89 STORES IN LONG AN
23 STORES IN NINH THUAN
36 STORES IN SOC TRANG
77 STORES IN TAY NINH
78 STORES IN TIEN GIANG
19 STORES IN TRA VINH
45 STORES IN VINH LONG
 Example 2:
Store staff's clothes are always neat and tidy, showing
professionalism and seriousness while working…
When entering the store, we always feel cool because the air
conditioner is always on.
The products on display are always arranged in an orderly
manner….

=> Good, there are many small and large stores and diverse
products for customers to choose from from provinces to all
regions.

2 RELIABILITY

Bach hoa XANH commits to:

Cheaper than or equal to supermarket
1 for 1 for damaged fresh goods
Do not sell Chinese food

 2 RELIABILITY
Help customers find goods faster.
More online ordering service, committed to door-to-door
delivery, on-time delivery...
=> All do as promised

=> Pretty good. In general, most customers trust to buy here,

the stores do exactly what they promise to customers.
 3. Responsiveness
Knowledgeable and well-trained staff
3. Responsiveness
=> Pretty. In general, employees are well-
trained with a full range of skills. However,
there are some limitations, the situation
handling skills of the staff are still not
professional such as the incident of wrongly
calculating money for a customer recently.,
 4. Assurance
Employees are willing to help,
provide information, and resolve
unexpected problems for
customers.
 4. Assurance
Always respect customers, show the professionalism of staff
when communicating with customers. Commit to always
listening to customers.

- Make sure to give your customers absolute trust. Build trust

and satisfaction.
 => Pretty good. However, when
customers need to solve problems
such as wrong pricing, employees
still cannot solve them satisfactorily.

4. Assurance
5. Empathy
Bach hoa XANH has put himself in
the customer and thinks for the
customer as while things are out of
their responsibility. It is shown in the
example
5. Empathy
The shipper delivers the goods to the
customer, the shipper's attitude is very
polite without any loud words. Store
employees are equipped with
communication skills, eloquence, problem
solving, and persuasion.

 Many shippers are willing to return for a second

delivery or wait for more time, but do not
automatically cancel the customer's order.

=> Good, but there are shortcomings in soft skills

such as persuasion, handling situations that make
guests unhappy, staff need more training to better
handle situations.
II. Gap Model of
Service Quality
Understand your Customer
better
 Gap 1 : The Knowledge Gap
"Nhận thức của doanh nghiệp về
mong đợi của khách hàng còn thiếu sót"

Gap between Management Perception and Customer

Expectation

-The characteristic of this shortcoming is that BHX's managers lack

in research, understanding and analysis of the market clearly =>
BHX's perceptions of customer expectations are still lacking.

-This gap can arise when there is a lack of communication between

frontline staff and managers.

-Understanding the needs and psychology of customers is one of

the top criteria to help businesses retain their customers and
compete with competitors in the market, improving service quality.
 BHX'S PERCEPTION OF ACTUAL EXPECTATIONS OF
CUSTOMERS' EXPECTATIONS CUSTOMERS
DURING THE LOCKDOWN

-BHX will support the shipping fee in
-BHX realized that when the pandemic the allowed area
outbreak , people were stuck at home, -The one customers really need is a
they're indoors all day and it was reasonable shipping fee policy because
necessary to have an "online market" sometimes shipping fees like that will
campaign to support people to buy food take up ⅓ to ¼ of the total order value.
during the isolation period.
-BHX has prepared a convenient online
shopping website, easy for housewives
to use, modern communication
technology, abundant consulting
resources, enthusiastic shipper, etc.
 -BHX did not understand the psychology of its customers. Although
they provided many good services, the one customers really need is a

Cause :
reasonable shipping fee policy, which BHX cannot meet.
-It is because the business has failed to orient and approach the
needs of customers.
-Before implementing a certain strategy, BHX did not investigate,
survey, collect customer opinions, learn their expectations, analyze
the market effectively, so they did not grasp the trend and customer
expectations

-The managers need to communicate with frontline staff to get

Solution: customer information

-Before implementing a certain strategy, businesses need to
investigate, survey, collect customer opinions, find out their
expectations, analyze the market to grasp current trends and
situations
 Gap 2 : Policy Gap

"Khoảng cách này xuất hiện khi nhà quản lí gặp khó khăn trong việc
chuyển đổi nhận thức của mình về kỳ vọng của khách hàng vào trong
những đặc tính chất lượng của dịch vụ"

This gap appeared when BHX had difficulty in transferring

its perception of customer expectations into service
quality attributes.

This gap arises when BHX management may have

understood exactly what the customer was asking for,
but did not set a proper operating standard. It could be
due to poor service design or an unsystematic new
service development process.

Laurie Colwin
 BHX properly understands the
needs of customers that in the
buying process they need
someone to look after their
motobike so that they can feel
secure in the shopping process.
BHX set policy is to BHX made a mistake in policy
recruit security guards to because they selected
give customers the best security unselectively. Instead
experience of hiring a security guard from
a security company, they hire
a security guard in an
unprofessional way
Presentations are tools that can be used
SUBJECTIVE CAUSES:

Managers were too careless in the process of

recruiting security guards because they posted
on forums and recruited guards from there.
Those who are applied are those who have no
experience or are not properly trained, have a
completely poor attitude to work and have no
responsibility in the working process.

OBJECTIVE CAUSES:

When the demand for shopping of customers

shoots up in a certain period of time, making BHX
staff is unable to service when there was a large
number of customers arriving at the same time.
- BHX only has 1 guard and they can't control all
the motorbikes, the arrivals and departures are very
busy, so the loss of motorbikes is completely
possible.
 Solution

- The manager should -Managers need to -Managers also need to be flexible,

selectively selected, recruit anticipate possible when unfortunate events happen to
staff through security situations customers, managers need to
companies
quickly handle them, avoiding angry
customers that will spread this bad
information
GAP 3: THE DELIVERY
GAP
"Giá trị dịch vụ mà doanh nghiệp phân phối
không khớp với kịch bản mà doanh nghiệp
mong muốn"

-It can occur due to improper training of the

manager, the employee's inability or
unwillingness to meet the service standards
in the storyboard .
- Or it may be because the technology
equipment provided by the business is not
qualified.
 BHX'S STORYBOARD
-The management company wants to
create a criterion that is towards a
customer-friendly image, staff support,
help, take care of customers, and advise
courteously in any case
REALITY
-In fact, some employees have do not
meet the requirements of the business,
many guests are indifferent, not
interested, consulted by the staff, even
arguing between employees and
customers
-They were so angry and get mad with
their customer
Cause:
-This is the result of ineffective employee
training.
-The hiring process is not selective
-Managers have not clarified as well as
properly defined the employee's role.
-The manager did not quickly solve the
customer's problems, making the
customer uncomfortable
Solution:
-There is a careful selection in the selection
process
-Having an effective employee training
system, training their employees in
professional ethics, controlling emotions in all
cases.
-Clarify the role of employees towards
customers
-Managers also need to check customer
reviews and feedback regularly, so that
employees can solve problems in a timely
manner for customers.
 Gap 4: The
Communication Gap
"Doanh nghiệp không mang lại giá trị
cho khách hàng đúng như những gì họ
hứa hẹn"

Promises in marketing process may

have increased customer
expectations, making customers
look forward to what the business
promises. but it is also a double-
edged sword if the actual value that
customers receive is not the same
as what the business promised
before.
BHX'S COMMITMENT
- BHX is too focused on marketing
strategy
- BHX is always committed to its food is
always fresh, quality assurance, and
standard, safe for consumers' health on
their advertising.
ACTUAL VALUE BROUGHT BY
BHX
- But in some stores, BHX sells expired
products, making customers angry. BHX
has disappointed customers by not
doing what they promised.
=> BHX has focused too much on
building brand image instead of actual
value.
Cause:
Because the business has created for
customers a great expectation
about BHX but they cannot afford
to meet that expectation.
Enterprises have been too promising
in marketing strategies without fully
realizing the job performance or
potential of Bach Hoa Xanh.
The main reason for out-of-date
sales is that the staff did not check
the goods regularly, did not destroy
and remove the poor quality
products in time, so the above
incidents happened.
Solution:
Managers, when trying to build an
image for BHX, also need to do
their best to ensure that they will
do what the business promises.
Deploy marketing strategies
through available resources, do not
commit to capabilities that BHX
cannot or is difficult to meet.
Gap 5: The Perception Gap
"we don't optimize web pages, we
optimize for chains

of thoughts"
"-
 For example: BHX always tries their best and they are committed to
providing fresh food to their customers, but for them it is still not fresh
and safe enough. Some customers do not accept the value that BHX
brings.

Although BHX's fresh foods are those imported in a day, they are completely fresh
and quality guaranteed. BHX will import fresh goods in the morning and will sell
out of them within the day. However, from the customer's point of view, although
the food is imported by BHX in a day, for customers, when they come to the store
in the morning, they consider it is a "new" food, but when they come to the store
in the late afternoon, they will consider it is "old" food.
so if customers go to the market in the morning, they will choose BHX but if they
go to the market in the late afternoon, they will choose Meat Deli
 Find the difference between BHX and Meat Deli.
Meat Deli : BHX : The refrigerator without glass
Having class cabinets to protect food does not guarantee the hygiene of
fresh food

SOLUTION :
INTERACTING WITH CUSTOMERS THROUGH STORE WEBSITES TO
UNDERSTAND CUSTOMER BEHAVIOR AND THOUGHTS,
UNDERSTANDING THEIR PREFERENCES IS STILL AN IMPORTANT
FACTOR TO CLOSE THE PERCEPTION GAP.
CATCHING TIMELY TRENDS, OBSERVING AND LEARNING FROM
COMPETITORS
EMPLOYEES NEED TO REACH CUSTOMERS, COMMUNICATE WITH
CUSTOMERS, CONVEY THE VALUE OF THE BUSINESS TO THEM, MAKE
THEM CHANGE THEIR MIND.

Presentations are communication tools that can be used as demonstrations, lectures, speeches, report
and more. Most of the time, they’re presented before an audience.
GAP 6 :THE SERVICE GAP
GAP 6 WILL APPEAR IF THE CUSTOMER HAS A PROBLEM WITH THE
PREVIOUS 5 GAPS THAT IS NOT RESOLVED SATISFACTORILY.

For example: If customers are people who have no choice but to market and BHX, then
customers always believe in BHX and think that BHX has done their role well.
On the other hand, if the customer is a person who has the opportunity to experience
more shopping stores, then they will have a comparison between BHX and those stores.
After many times of experiencing BHX service, customers still feel dissatisfied compared
to when they experience shopping at other places.
Customers' perception of BHX is completely based on the
process in which they use the service. As a customer who
has experienced many services of different stores and they
realize that when buying goods at BHX they often face
problems such as: fear of theft, staff not understanding
customers, attitude the staff is not good, the product is not
satisfactory, the quality is not enough and they are always
dissatisfied with the money they have to spend,.... On the
other hand, when in other stores they are "treated" with
heat. In the process of experiencing, customers get
"feelings" that BHX cannot bring to them.
Cause:
The cause of this gap is the appearance of the previous 5 gaps, which results
in the difference between customers' perceptions and their expectations. In
the end, they realize that their perception is not what they expected, thus
leading to dissatisfaction.

Solution :
Managers need to quickly learn and solve previous Gaps
Improve service quality compared to competitors
Managers also need to be smart in-store distribution strategy and find
suitable locations to set up stores. For example, if a customer is a person
who does not have many choices in shopping, then placing a BHX store
in the market is an optimal solution to attract customers who want to
experience without conditions. They are people who want to experience
safe shopping at the supermarket, but the distance from their home to
the supermarket is too far. Do not set up shop where there are already
many competitors.
 Physical
Product
environment

Marketing
People Price
mix

Process Place

Promotion
Product

Core products: Provide good quality food

and create a comfortable and fully
equipped shopping space for customers.
 Price
BHX should adopt a Cost-Based Pricing strategy.

Variable cost, Fixed costs, The expected amount of

goods, markup

=> Identifying these factors together with the

service value perceived by customers, market
competition, and competitor pricing strategies that
BHX can offer a reasonable price suitable for
customers and services. service they provide

 Place
BHX continue to develop more branches in densely populated markets like before with the goal
of attracting housewives by opening in places where housewives often go. And to expand more
target customers, BHX plans to initially pilot in a number of apartments and then gradually
expand.
Promotion
Encouraging customer with some promotions (such as the recent epidemic when people have
difficulty in buying food, so when people come to buy goods at BHX with bills over 100 thousand,
they will be bundled with a bunch of vegetables) and when If you come to buy a bill of over 300, you
will receive a voucher to buy accessories in The Gioi Di Đong.

Organizing an outdoor booth about once every 3 months or according to the season of products such
as seasonal fruits, seafood,...

Distributing flyers when there are promotions

Decorate the posters stuck in front of the store when there are promotions
Promotion
Invited 2 KOLs to promote BHX with the advertising content that BHX is a trusted place to provide
essential food for the family

Gia đình cam cam Ninh Tito

Promotion
Moreover, with cooking tiktokers such as Phuong Vy (1.7 million followers), Mr.Anh likes to cook
(1.1 million followers) with the hashtag cooking with BHX for a chance to win an iphone 13.
Process

1. Re-learn about the market, needs, and

wants of customers.

After the recent outbreak, BHX's image has

deteriorated a lot because of mistakes in product
pricing and staff attitudes. Therefore, it is
necessary to find ways to learn and listen to the
opinions of customers to improve better. In addition,
learn about competitors to have more reasonable
directions.
Process 2. Swot Analysis

Strengths Weaknesses
There are many branches, easy to access,
The brand image has been heavily affected by
fixed opening time, quality-controlled
the covid-19 scandals, the staff's food
products, easy payment, free parking, quality
preparation level is not high, the store does
service Good service and trained staff
not have a warehouse to preserve fresh food.

Consumers still have the habit of going to

Fresh and clean food is getting more and more traditional markets, people return to their
attention, the food retail market is growing hometown to avoid the epidemic, so the
number of customers will be reduced.

Oppotunities Threats
Process

3. Create a strategy suitable for target

customers

Apply marketing mix

Process

4. Build relationships with customers

- Understand the services you offer

- Friendly
- Listen
- Say thank you
- Staff training
 People
After some employees incidents, Bach Hoa Xanh decided to change some policies on recruitment. First of
all, selective recruitment, when being hired, employees must clearly define their roles and we pay much
attention to staff training to ensure that there are not any mistakes while serving customers. Especially the
front-line forces such as security guards must ensure professionalism and basic expertise in their work, and
the staff in the store need to be dedicated to customers, always ready to serve customers whenever the
customer needs it.
Physical Environment
Bach Hoa Xanh builds a robot model that automatically keeps motorbikes when customers come to buy
goods at Bach Hoa Xanh, if they don't see security, they will not feel comfortable when they go inside,
but with the automatic car parking robot model, it will give them a sense of security. Customers feel safe
to park at Bach Hoa Xanh and feel comfortable to go shopping.
Physical Environment
Since most of Bach Hoa Xanh's customers are at traditional markets, they will like fresh food, fresh food
stalls are arranged in convenient and prime locations to attract many customers to buy. As for dry food,
it will be stored in the back area. In addition, Bach Hoa Xanh ensures that the space at the store is
always clean to create a sense of peace of mind for customers when shopping. Using music with a
gentle and melodious rhythm makes customers feel comfortable while shopping at Bach Hoa Xanh.
Physical Environment
In addition, the staff also contributes significantly to the customer's experience. The attitude is always
warm, enthusiastic, caring for customers, making customers feel comfortable when shopping at Bach
Hoa Xanh. At the fresh fish meat counter, there will be staff there to advise and help customers in
choosing fish and meat.
Team B

Thanks for listening