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 I. Introduction.
1. Information about the service.

Dookki is a Korean Topokki buffet hot pot restaurant chain, owned by DI VINA
service limited company. The company was founded in 2014 and officially appeared
on the Vietnamese market in November 2018. Currently, this chain of stores has up to
70 stores in Vietnam, each store has its own unique characteristics. The name
"Dookki" in Vietnamese means "double meal", showing that when coming here,
diners will not only be full but also feel satisfied. The brand's slogan is "Topokki hot
pot for the first meal! Kimchi mixed rice for the second meal!", showing customers
enjoying Topokki hot pot as the main dish and kimchi mixed rice as a side dish.

CONTACT INFO:
Address: Because it stretches from North to South with many facilities, in this article
I will specifically review the Dookki facility at Vincom Tran Duy Hung, Hanoi.
Phone: 028 3636 8667
Website: https://dookkivietnam.com/
Fanpages: https://www.facebook.com/DookkiVietnam/
Opening hours: 09:00 - 22:00

2. Overview of essay.

An introduction and overview of the service will be provided in the first part so that
you get the first overview of the service. The second part will focus on analyzing what
you have experienced during the experience and evaluating satisfaction and
dissatisfaction. This section will be divided into two subsections. The first subsection
will define the concept of "low-contact services". The second subsection will explore
the concept of "service flower" and identify each of its petals. The conclusion of the

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article will give recommendations and satisfaction that Dookki Vincom Center Tran
Duy Hung brings us.

II. Analyses the service business.

1. Definition of low-contact service.

Dookki's low-contact service is a type of service with relative contact between the
service provider and the customer. The service provides customers with a place to sit,
eat, and chat with friends. However, the main purpose of using the service is to enjoy
the food because at Dookki there are time limits on using the service so diners usually
will not have long conversations. Because we only provide self-pickup buffet service,
there is not much contact and communication between staff and customers. To
understand better, below I will use the service flower model to analyze the satisfaction
and dissatisfaction points with Dookki.

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2. Analyze the Flower of Service concept and identify satisfaction and
dissatisfaction.

Core Product
Dookki's business model is to provide a mostly self-service culinary experience,
except for requiring staff to serve pork for free because the product is difficult to
preserve and easily unsanitary so stored separately in the kitchen area. This will give
customers the experience of freely preparing food according to their preferences.
However, that strength is also a weakness when facing customers who are not familiar
with cooking or wish to be served by professional chefs. That's why they were unable
to cover all types of customers who want to use Korean food, but mainly focused on
serving families, groups of friends going out together or sometimes serving people
who eat alone.

Information
To meet the need to learn about interesting promotional policies or refer to service
locations, dishes that Dookki is providing at their restaurants, social networking pages
or websites are designed in an easy to understand way to suit customers. By posting
many videos with clear instructions on how to cook, it helps customers (namely me)
better understand the process of preparing dishes in the best way possible.

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Safekeeping
Coming to Dookki Vincom Tran Duy Hung in particular or any Dookki shop in the
system, you can easily ensure the safety of your vehicle in the parking garages of
Vincom centers. However, for personal items such as handbags and briefcases, the
minus point in terms of experience here is that they do not have lockers for guests to
eat in, so those who need them will have to leave them outside. It is true that ensuring
that there are cameras in necessary locations will make the psychology of people
using the service a bit cautious because they have to protect the objects they carry.

Hospitality
Because it is a low-contact service, interactions between customers and staff are
extremely few, it is difficult to say that they show hospitality and warmth. While
customers lined up outside waiting for their turn to use the service, there was no staff
to manage or the shop's mascot to communicate or create fun through stories and
jokes.

Payment
In addition to cash payment, Dookki also provides many payment services for
customers such as Momo or Visa/Mastercard. However, the notable point here is that

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Dookki does not allow payment by bank transfer, which creates a big disadvantage for
customers with families or students because that is both the main customer group, is
the generation that has started to get into the habit of using banking applications,
while the number of users of other online payment applications is only a small
portion.

Order Taking
Regarding this category, some people say this is a good point, but there are also mixed
responses because Dookki does not provide a table reservation service, forcing
customers to choose a suitable time to come and eat if there's room. However, from
the perspective of economic benefits, it ensures convenience for managing people
entering and leaving according to the shop's regulations because it is difficult to
authenticate in terms of people, and at the same time easier to manage when
completely safe providing 100% service to people who come to eat directly will make
it easier to print bills or arrange table locations for customers.

III. Recommendation.
Dookki's current business is still growing very well because they target the right
customer group they are interested in, which are young people and people with new

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families. However, if they are too dependent on their original brand positioning, they
can consider adding additional services, such as support or providing services like
other restaurants, that will also lead to quite a few changes. Because managing two or
more different customer groups will cause confusion in the shop. In addition, the area
of Dookki shops is not too large, mainly serving "standing parties", so unfortunate
collisions may occur, so they can proceed to renovate the area of the shop.

IV. Conclusion.

Dookki, with its business model focusing on the self-cooking experience, offers
unique advantages and attracts a certain customer group. However, despite creating a
creative and interactive space, the shop also faces challenges in serving a diverse
range of customers. Based on Dookki's analysis of Flower of Service, we can see that
their business model offers many unique advantages, such as the experience of
cooking yourself with a variety of ingredients and clear information about the
ingredients service, interesting cooking instructions. However, there are also
weaknesses that need to be improved to improve customer satisfaction.

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References

Ivy Panda. (2023, October 29). An Essay on the Flower of Services. IvyPanda.
Retrieved February 27, 2024, from
https://ivypanda.com/essays/the-flower-of-services-marketing-concept/