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Group 1 - MR T322WSB 3 - Part A Proposal
Group 1 - MR T322WSB 3 - Part A Proposal
Group 1 - MR T322WSB 3 - Part A Proposal
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Enhancing
Customer
Service
Research Proposal
01/11/2022
EXECUTIVE SUMMARY
Biti's, a company with a 40-year business history, is engaged in creating new long-term investment plans that are
sustainable as well as prestigious and high-quality items for consumers (Về, n.d.). The unexpected launch of Biti's
Hunter sneaker sparked a frenzy among young people and signaled a significant comeback. Biti's has created a
broad distribution system of products throughout the nation and even exported to international countries in
response to the explosion of new items (Đỗ, 2022). However, Biti's has minimal investment in human resource
training as a result of concentrating on its distribution strategy, which has led to unsatisfactory customer service
(Đỗ, 2015).
Customer service has become a significant topic for Biti's in recent years of business. Many customers have
unfavorable opinions about product maintenance. Social media sources of news have widely disseminated
information about Biti's unfair training program for employees, which has a long-term negative impact on Biti's
brand and products.
With a view to assisting Biti's discovering what requires and demands to be satisfied from the current difficulties in
service, our research team will employ three main research methodologies, including desk research, qualitative
research, and quantitative exploratory research.
The outcomes of this study will highlight the causes for and necessities for Biti's to proactively comprehend client
behavior and preferences. To raise the standard of its customer service, the company needs to address internal
problems. Biti's will ultimately increase its position in the eyes of customers in the long run because of the
modifications in strategy.
2
PROPOSAL AGENDA
1 RESEARCH BACKGROUND
3 RESEARCH OBJECTIVES
PROPOSED RESEARCH
4 4 METHODOLOGY
5 SAMPLE OF DELIVERABLES
6 PROJECT TIMELINE
3
1
BACKGROUND
Industry Introduction
Industry Introduction
International brands like Converse, Vans,
Puma, Adidas, Nike, and entering Vietnam
and Adidas is presently the most well-known
global brand.
6
1
BACKGROUND
Company Introduction
Company Introduction
SWOT analysis (Brade Mar, 2021)
STRENGTHS WEAKNESSES
A beautiful image of a long-standing The control of agent activities is not good
Vietnamese brand Have not been active in the source of raw
Good quality product, affordable price materials
Wide distribution system Staff are not qualified
THREATS OPPOTURNITIES
Consumer demand for quality products Vietnam is in the golden population period
is increasing day by day (very high percentage of the X, Y and Z
Consumers' confidence in Vietnamese generations).
products is not high Large, potential market and constantly
expanding and developing
8
2
KEY BUSINESS QUESTIONS
3.
1. 2. What factors need to
Which of Biti’s sales What feature of Biti's be enhanced so that
channels are frequently service quality causes customers may fully
used by customers? buyers to consider? make use of the
service benefits?
9
3
RESEARCH OBJECTIVES
2. 3.
1. Clarify characteristics Give Biti’s some
Identify the main of Biti’s that recommendations to
source of clients Vietnamese would improve their
purchasing through prefer to use then performance and
channels gain the insight of the customer experience
target audience
10
4
PROPOSED RESEARCH METHODOLOGY
Applied Methodology
NORMATIVE
BELIEFS AND SUBJECTIVE INTENTION BEHAVIOUR
MOTIVATION NORMS
TO COMPLY
CONTROL PERCEIVED
BELIES AND BEHAVIOURAL
PERVEIVED THEORY OF REASONED BEHAVIOUR
CONTROL
POWER
Theory of Reasoned Action (TRA) and Theory of Planned Behavior (TPB)
11
4
THE PROPOSED APPROACH
HOW TO PROMOTE CLIENT ENGAGEMENT WHEN USING BITI'S CUSTOMER SERVICES?
Clarify characteristics of Biti’s Give Biti’s some
Identify the main source
that Vietnamese would recommendations to
of clients purchasing prefer to use then gain the improve their performance
through channels insight of the target audience and customer experience
13
4
THE PROPOSED APPROACH
Stage 2 - QUANLITATIVE RESEARCH
PURPOSE:
Find out aspects of Biti's service quality needed to be improved
Increasing the number of potential consumers
Examining whether the quality of Biti's service affects customers' buying decision
DATA COLLECTION:
In-depth interviews with the randomly selected young people
Focus groups: In-depth viewpoint and experient participants
Participant observation
RESPONDENT RECRUITMENT:
Age: Young people from 16 to 25 years old.
Gender: both
Perspective: Customers that use the Bitis website and visit the store in person.
Location: Ho Chi Minh City
FOCUS GROUP DISCUSSION:
Focus group discussion (FGD)
Number of focus groups: 4
Group size: 5 respondents
Time length: 20-30 mins
14
4
THE PROPOSED APPROACH
Stage 3 - QUANTITATIVE RESEARCH
PURPOSE:
Evaluate customer experience
Point out the limits and problems
Offering solutions to solve the problems
TYPE:
Survey research
TECHNIQUE:
Cross-sectional survey
SAMPLE SIZE:
At least 150 participants
SAMPLING METHOD:
Simple random sampling
TARGET RESPONDENTS:
Age: Young people from 16 to 25 years old.
Gender: Any
Perspective: Both have been and have not bought Biti’ products.
Location: Ho Chi Minh City
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5
SAMPLE OF DELIVERABLES
Source: Shopee
Số lượng cửa hàng của các doanh nghiệp giày tại Việt Nam
Source: Bitis
Source: Vietnambiz
16
5
SAMPLE OF DELIVERABLES
Excellent
44.3%
Average
20.5%
Good
19.3% Khách hàng nói gì về Biti's Hunter trên social media
Biểu đồ thể hiện mức đánh giá của khách hàng về dịch vụ của Biti's Source: BrandsVietnam
Source: text.123doc.org
17
5
SAMPLE OF DELIVERABLES
Source: Shopee
18
6
PROJECT TIMELINE
19
GROUP 1
MR-T322WSB-3
TEAM MEMBER
Ngô Chí Công Trần Khải Minh Trần Thị Hà My Châu Vũ Bích Ngọc
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