Now, lets turn to the last task.

Let’s discuss what is the involvement of customers, leadership

style, and partnership in developing products and business quality for our Pho restaurant chain in
Hanoi.

This will cover market segmentation, customer satisfaction surveys, the use of survey results,
leadership involvement, and partner involvement.

[Market Segmentation]

Market segmentation is crucial for understanding and serving our target customers. We segment
our market based on geographical, demographic, psychological, and behavioral criteria.
Geographically, we focus on domestic customers in Hanoi and tourists. Demographically, our
target customers are aged 22 to 30, working professionals who care about morning meals and the
aesthetics of our shop. They typically have an income of 4-5 million VND and dine with us 4-5
times per week. Psychologically, we focus on those who value traditional tastes and are quality-
conscious. Behaviorally, we target those who dine during the day and bring friends or tourists to
our restaurant.

[Customer Satisfaction Surveys]

Customer satisfaction surveys are essential for measuring and improving service quality. We use
multiple methods to collect feedback: in-person surveys after dining, online surveys via email
and social media, and phone surveys. This comprehensive approach allows us to gather detailed
feedback from our customers.

[Survey Content]

Our surveys cover various aspects of the customer experience. We ask about the quality of the
food, including taste, presentation, and suitability for customer preferences. Service quality is
evaluated based on staff attitude, waiting time, and overall convenience. We also inquire about
the restaurant environment, including cleanliness, comfort, and decor. Additionally, we assess the
reasonableness of our prices compared to the quality of our offerings. Finally, we gather overall
opinions on satisfaction, likelihood of return, and suggestions for improvement.

[Use of Survey Results]

Effective use of survey results is vital for continuous improvement. We analyze the collected
data to identify trends and issues, then apply quality management tools like PDCA (Plan-Do-
Check-Act) to implement improvements. This involves planning based on feedback, making
changes, testing their effectiveness, and taking corrective actions if necessary. Communicating
these improvements to our customers helps build trust and long-term satisfaction.

2. Leadership Involvement
Effective leadership is crucial for the successful implementation and maintenance of a
Quality Management System (QMS). Leaders set the tone for the organization's culture
and commitment to quality. They also play a pivotal role in fostering employee
engagement, ensuring resource allocation, and driving continuous improvement.

There are some popular types of leadership styles:

In the F&B industry, leadership styles significantly impact quality management. For our Pho
restaurant chain, Servant Leadership is the most appropriate. This style focuses on supporting
and developing employees, viewing them as key assets. Happy, confident, and enthusiastic
employees create a positive work environment, fostering creativity and continuous improvement.
Servant Leadership promotes employee participation and commitment to quality goals, which is
crucial in creating memorable customer experiences.

3. Partner Involvement
Quality management also involves strong supply chain partnerships. For our Pho restaurant
chain, we must ensure our partners meet high standards. We evaluate and select suppliers based
on reputation, capability, and product quality. Clear contracts outlining quality standards and
responsibilities are essential. Regular quality checks, training programs for suppliers, and using
supply chain management technologies help maintain high standards. Strong partnerships
minimize quality risks, ensure food safety, and enhance business efficiency.

We have identified potential partners for our ingredients:

Beef suppliers: Dong Xanh Food and Livestock JSC, Sao Ta Food Processing Co. Ltd, and
Vissan Food JSC.

Fruit and vegetable suppliers: An Giang Fruit and Vegetable JSC, Ben Tre Fruit and Vegetable
Import-Export Co. Ltd, and Dong Thap Fruit and Vegetable Development and Investment JSC.

Spice suppliers: CHIN-SU Sauce JSC, UNILEVER Vietnam Co. Ltd, and Masan JSC.

Support service providers: Grab for delivery services and Minh Quan Industrial Hygiene Co. for
equipment cleaning and maintenance.
In conclusion, by focusing on market segmentation, customer satisfaction surveys, effective use
of survey results, appropriate leadership, and strong partnerships, we can enhance the quality
management process and provide an exceptional dining experience for our customers.

Thank you for your attention.