1 TABLE OF CONTENTS INTRODUCTION Chapter 1: Introduce Golden Gate Trade & Service Joint Stock Company and Kichi-Kichi Hot Pot Bar restaurant and their problem Company and Kichi-Kichi hotpot bar restaurant system Issue Research questions .8 Research methodology Research scope Chapter 2: Theoretical framework Customer care or customer service definition The importance of customer service to business .9 Requirements on customer service 15 Chapter 3: Analysis and Finding .20 Define position of Kichi-Kichi hotpot bar on market .20 Overview of Kichi-Kichi Ma May problem 23 Customer service activities at Kichi-Kichi Ma May-Evaluate customer satisfaction rate .24 Chapter 4: Recommendation .31 Orientation of marketing in 2010: 31 Some proposals to increase sales for Kichi-Kichi Ma May: 32 CONCLUSION 34 APPENDIX 35 Comment card: 35 “Eat Free 1” leaflet: 35 REFERENCES 35 INTRODUCTION Eating out is popular more and more every day in every country Consequently, restaurants mushroom in all kinds and forms Alone in the United State, it is expected that this kind of business can reach return at about USD 577 million in 2010 (Art of restaurant business_Entrepreneur) Viet Nam is not an exception Several years up to now, the mushroom growth of restaurants can surprise anybody Because of profit objective, businesses try to attract customer by all means Thus, restaurant business is now more competitive than ever Thus, to get success in this hard industry, it asks for the combination of many factors and among them, customer service plays an important role In the service sector, customer satisfaction is a decisive factor with the existence of a business Golden Gate is a typical company in restaurant business, and customer service is its priority care Thus, in this study on the topic “Evaluate effectiveness of customer service activities in increasing sales for Kichi-Kichi hot pot bar restaurant on 61 Ma May street” writer will focus on analyze and evaluate the effects of customer service activities used in Kichi-Kichi hot pot bar restaurant on 61 Ma May from Golden Gate from flotation up to now, and from that point of view, I will offer some proposals in order to improve customer service policy of company To these tasks, descriptive method will be used to collect all information, and then statistic method to analyze them This essay will be divided into four main chapters: Chapter 1: Introduction of the company with their problem Chapter 2: Theoretical framework Chapter 3: Analysis and Finding Chapter 4: Recommendation Because this is the first time apply marketing theory to build marketing orientation for Kichi-Kichi restaurant, essay will not avoid some mistakes Writer is looking forward to contributions and directions so the research will be better The writer has the honor of expressing deep gratitude to Mrs Pham Thuc Anh who whole-heartedly gave directions Chapter 1: Introduce Golden Gate Trade & Service Joint Stock Company and Kichi-Kichi Hot Pot Bar restaurant and their problem Company and Kichi-Kichi hotpot bar restaurant system • Name: Cơng ty Cổ phần Thương mại Dịch vụ Cổng Vàng • International name: Golden Gate Trade and Service Joint Stock Company • Address: floor 4, Anh Minh building, 36 Hoang Cau street, Ba Dinh district, Hanoi • Phone: 35 149 837 • Fax: 37 226 755 • Total staff: over 500 staffs • Company structure: • List of Kichi-Kichi Hot Pot Bar restaurants in Hanoi: Name KichiKichi Location 1st floor, Big C, 222 Tran Duy Hung str., Cau Giay Dist Foundation date 02/2009 Phone number 04 37868424 KichiKichi 1A Tang Bat Ho str., Hai Ba Trung Dist 06/2009 04 39727598 KichiKichi 5th floor, Vincom city Tower, Hai Ba Trung Dist 10/2009 04 39748334 KichiKichi 101-B1 Pham Ngoc Thach str., Dong Da Dist 10/2009 04 35739127 KichiKichi 106 Yet Kieu str., Hai Ba Trung Dist 11/2009 04 39412321 KichiKichi 40 Ton Duc Thang str., Dong Da Dist 12/2009 04 38489420 KichiKichi 105 D5 Nguyen Phong Sac str 12/2009 04 62690676 KichiKichi 61 Ma May str., Hoan Kiem Dist 01/2010 04 39264958 KichiKichi 241 Nguyen Trai str., Thanh Xuan Dist 02/2010 04 35578845 KichiKichi 17 T4 Trung Hoa Nhan Chinh, Cau Giay Dist 03/2010 04 62510481 KichiKichi • 106 H1 Lang Ha str 04/2010 List of Kichi-Kichi restaurants in Hai Phong city: Name KichiKichi • Location Foundation time Floor 1, Nguyen Trai str., Ngo Quyen Dist 5/2009 List of Kichi-Kichi restaurants in Ho Chi Minh City: Phone number 031 3552882 Name KichiKichi KichiKichi KichiKichi KichiKichi KichiKichi KichiKichi KichiKichi KichiKichi Foundation time SC 3-1 Grand view, Nguyen Duc Canh str., Phu My Hung, Dist 19 Phung Khac Khoan str., Dist 11 Tu Xuong, Dist 11 Cong Truong Me Linh, Dist Phone number 07/2009 08 54119797 08/2009 08 38277345 10/2009 Location 08 39325880 11/2009 08 38239997 Lotte Mart, 5th flr, 940B 3/2 str., Ward.15, Dist 11 08 22251019 736-738 Dien Bien Phu str 08 39381075 161-163 Calmette, Ward Nguyen Thai Binh, Dist 08 39153125 48 Nguyen Ward.2, Dist 10 08 39381085 Chi Thanh, Golden Gate Trade & Service Joint Stock Company is a foreign invested company operating and managing luxury restaurants We are proud of our unique products, beautiful restaurants and hospitality service Golden Gate is one of the first companies in restaurant business with its famous brand name Ashima Ashima is a restaurant system specializing in Mushroom Hot Pot Currently there are units throughout the country centered on Ho Chi Minh and Hanoi with one unit in Haiphong The first Ashima Restaurant opened for business on the 3rd November 2005 on 44 Phan Dinh Phung Street, Hanoi Ashima mushroom hotpot is considered to be not only the first but also the best chain of restaurants in Vietnam specializing in mushroom hotpot The chain now has restaurants in total and can be found in all the major cities of Vietnam, such as Ho Chi Minh City, Hanoi and Haiphong Ashima mushroom hot pot was opened with the intention of bringing to the Vietnamese people a new concept of eating, combined with specialized service This has created a “mushroom wave” in Vietnam Ashima aims to be the number one in the restaurant business It focuses on quality of food and service, not only in domestic, but also in foreign markets Natural mushroom hotpot has helped Ashima to achieve the distinction of being the most professional in the food service industry Ashima understands fully that the only way to survive and develop with one kind of product is to be the best So far, Ashima has kept to this strategy and strongly believes that it is the right way to go Ashima aims to be the first choice for the customer when they think of mushroom hotpot Or we can say it slightly differently, “It is the objective of Ashima to always bring the highest quality food and service to the customer and keep an image in their mind that Ashima is always the best” Serving more than twenty kinds of mushroom and five broth tastes, Ashima is not famous for its rich nutritional value food but also for its original service manner The unique product and service of this new restaurant model resulted in the chain expanding to restaurants in years In addition, the restaurants are invariably full, especially at weekends That is the major reason why Ashima now is considered as the leader in the mushroom hot pot market The Ashima system, with more than 1000 staffs in restaurants currently, is the largest full scale restaurant chain in the country and also has the most impressive revenue per store in Vietnam In 2009, company started running a new kind of drinking and service: Kichi Kichi hot pot bar with target is fast food market segmentation With price at about USD each person and the slogan “eat as much as you can”, Kichi-Kichi receives warmly welcome from urban customers The idea of a hot pot bar came from sushi bar invention in Japan and promptly spread out to Thailand, Singapore, Hong Kong, etc And the pioneer who initiated hot pot bar trend in Viet Nam is Kichi-Kichi It’s very easy to have a meal in KichiKichi Customers just have to buy an opening-seat ticket, chose for themselves their favorite broth taste, and enjoy delectable food until full Owning unique characteristics of both the traditional and the modern eating and drinking style, Kichi-Kichi brings to you not only a meal but a cultural space, a new style This chain of restaurants provides customers with the variety of options for dinning out Instead of cooking so many dishes to satisfy every member’s demand, people now just need to go to Kichi-Kichi hot pot bar restaurant Here, people can choose any among hundreds of dishes on non-stop moving bar that please not only who love fast food but also traditional customers You like pork or beef, vegetable or sea food? Whatever you want, whatever you are interested in, you will be best served in Kichi-Kichi restaurant Especially, if you have a passion with Japanese cuisine, you will pleasure with delicious sushi and other Japan food cooked by talented cooks Sake is a favorite wine in Kichi-Kichi restaurant In the case you are not interested in alcohol, fizzy drinks may be your choice There are six tastes of broth consist of Thai or Sichuan, or Korea style for whom love sea food or peppery food, Japan style, mushroom broth for people whose taste is vegetable, Shabu broth is the perfect choice for any food After dinning, you can order ice-cream or fruit for dessert All the waiters and waitresses in Kichi-Kichi are young, sympathy, friendly, brisk, and good-mannered, and always ready to serve fellow dinners Besides, the architecture of Kichi-Kichi restaurant is unique Space is commodious, design is youthful All inspire people about dynamic and creative youth Along with clear and bright stone-tables, high seats make opulent feeling The bars are in front of table, move with speed at twenty five dishes per minute, fast enough to not have to wait and slow enough for anyone not to miss any dish There are red ceiling bands which are installed parallel with the moving bar You can find a red bar above any bar The idea of red ceiling bars is based on Eastern people; especially Vietnamese people’s conception that red is the color of luck and pleasure These red ceiling are a symbol of good luck to customers from company Red is also preponderant color that makes impression of a space full of vitality Another design which is remotely related to traditional conception is rectangle mirrors covering wood walls They are all high enough for anybody’s image not to be cut At the same time, they cause restaurant area seems to be enlarged Specific characteristic of Kichi-Kichi is it represents an image of young, dynamic, independent, modern, and creative Kichi-Kichi customers initiatively make their own menu Hot pot bar makes customers feel that they hold the initiative, taking favorite food is alike taking opportunities in life This is an eating and drinking style of youth, a style of modern Asian – always move and ceaselessly discover Kichi-Kichi infused a fresh spirit and diversified Vietnam eating and drinking culture Issue From flotation, this chain of restaurant had good sales and received warmly welcome from urban customers because of it freshness However, just after several months after opening, amount of customers go down gradually This matter happens most seriously in Kichi-Kichi restaurant on 61 Ma May (Kichi Ma May) Research questions In this essay, researcher will focus on studying reasons caused that decrease in the aspect of customer service; and then give some proposals for sales increasing Research methodology Research information are collected by descriptive and observation methods All the statistics are total up from customers commend cards which were drawled to table companions in all Kichi-Kichi restaurants on Hanoi market during 2009 These cards are dispensed to customers after their meal by waiters in each restaurant and then gathered in Marketing Department each Monday Collecting, reckoning up, comparing these figures will help me evaluate the effect of marketing strategy in customer care Data of revenue and business cost are provided by Accounting and Marketing Departments Researcher studied customer behavior with restaurant promotion program by observing at restaurant and supervising leaflet distribution in the road show around the Old Quarter and buildings Research scope This research will just customer service activity applied for Kichi Ma May because I got familiar with it during my internship time Chapter 2: Theoretical framework Customer care or customer service definition Customer service is the provision of service to customers before, during, and after a purchase According to Jamier L Scott (2002), “Customer service is a series of activities designed to enhance the level of customer satisfaction – that is, the feeling that a product or service has met the customer expectation." In opinion of customer A, customer service can be a high quality product with suitable price However, customer B can consider it on-time delivery while customer C measures it through service attitude of staffs In fact, a huge range of factors can contribute to customer satisfaction, but your customers - both consumers and other businesses - are likely to take into account: how well your product or service matches customer needs; the value for money you offer; the professionalism, friendliness and expertise of your employees; how well you keep your customers informed; and the after-sales service you provide The importance of customer service to business Customer service is normally an integral part of a company’s customer value proposition Every time you have contact with your customers you have an opportunity to improve your reputation with them and increase the likelihood of further sales From the point of view of an overview sales process engineering effort, customer service plays an important role in an organization's ability to generate income and revenue From that perspective, customer service should be included as part of an overall approach to systematic improvement Customer often measures a business on the service that they experience both presale and after-sale Your sales and profitability depends on keeping your customers happy Thus, the goal of customer service is customer satisfaction Customer satisfaction is what customer feels subjectively and sometimes irrationally There is all difference between a customer ‘being satisfied’ and being ‘not dissatisfied’ Most businesses would be quite happy if their customer scored them or out of on satisfaction When ordering a new service or maintaining an existing service, consumers must take into account the following three key factors: the quality of the service, the price of the service, and the customer service of the service provider The first two factors are relatively objective and usually easy to control As shown by Figure 1, the graphical representation of a market research study done a few years ago, customer 10 service dissatisfaction is the most important key factor when a consumer decides to change service providers Figure 2: Reasons for Switching to another Vendor Although product or service company provides is already familiar with the market or the company is consider as the pioneer or predecessor in one business sector, it has to prioritize customer service activity Many businesses spent millions of dollar on advertising to attract customer, they failed, however, just because they not have any or have a poor customer service activity Customer service plays an important part in keeping existing and making loyal customer, attracting potential customer, thenceforth helping company reduce cost and increase turnover  Keeping existing and making loyal customer Firstly, customer service is an effective tool in keeping existing and making loyal customer Generally, customer is divided into two kinds: existing and potential customer Retaining existing customers mean making them keep buying company product or service Excellence in customer service, using of the idea of relationship marketing, can help your company retain customers Relationship marketing focuses on getting customers and keeping them in longer term using a combination of marketing, quality, and customer service It plays an important part in keeping customers It means they are less likely to go to your competitors in the increasingly competitive markets where customers have more choices than ever As satisfied customers, they will recommend you to other, resulting in an increase in new business It is said that it costs up to ten times as much to win a customer than to keep an existing one When being satisfied, they are less likely to tell other people of bad experiences Customers experiencing poor service are likely to tell up to twenty people about their experience, which is not good advertisement for your business This may deter other from even trying you out, and so you will not get a chance to impress them, even with the best or most innovative products and services By focusing your attention on your customer that has the highest potential lifetime value, you can improve profitability Your staff will have a “feel good” 24 source of this fall is the lack of skillful employees Most of customer there are foreign traveler, so English is compulsory requirement to all employees or to receptionist at least According to researcher’s observation, English level of KichiKichi workers is very low, so they are often embarrassed whenever a foreign customer appears Sometimes, employees witness customer leave just because of language difference To solve the problem, company need to make good its shortcomings and overcome all obstacles and difficulties at once Customer service activities at Kichi-Kichi Ma May-Evaluate customer satisfaction rate All the product and price policies at Kichi Ma May and other units are the same The first month of opening is the promotion month with price at about VND 99,000 excluding VAT per head In addition, each customer will be taste for free a dish Australia beef and fizzy drink and fruit and ice cream in dessert Proceeds that month were good After opening month, stable price is VND 130,000 each serving (exclude drink) In February, turnover is down VND 217,744,291 - from VND 794,322,400 to VND 576,578,109; the number of customer decrease from 3,394 people in January to 2,965 people in February - “Eat Free 1” program: For increasing in purchasing power, in the first half of February, company applied a promotion program at Kichi-Kichi Ma May called “Eat Free 1” which will last on 15th, April 2010  Objectives of program are to increase turnover by 50%; attract new customers to Kichi-Kichi Ma May, especially in lunch time  Mechanism of voucher delivery: There are two ways to deliver promotion voucher to customer Firstly, customer will receive a voucher when buy opening ticket at reception room Second way is based on leaflet Voucher is printed on about 10,000 leaflets distributing at building around the Old Quarter and at night market area Schedule: 1st Feb-15th Mar: deliver voucher From 9th Feb: validate voucher 25 15th Apr: close program Expected voucher: 10,000 units  Content of program: Cashier will put a seal for each ration on customer’s voucher when they pay the bill Once customer collect five stamps on his/her voucher, cashier will gather that voucher and give customer a free helping at KichiKichi at lunch time This program is not available for children ration  The voucher consists of two sides Program name “Eat Free 1” and logo of Kichi-Kichi are printed on the front side There are five blank square coupons to add date, manager’s sign, and stamp; customer’s information including name, email, telephone number; series number; and content of program on the other side  Management mechanism: In order to control and evaluate the effect of each service channel, the series printing on voucher which is delivered at restaurant is different from series printing on leaflet voucher Only if the voucher has company seal and expire date is that voucher considered valid Restaurant manager will resend these vouchers to Marketing and Accounting Department to monitor, collect, expand customer base  Communication: Stick banner on glass and put tent card on reception desk to draw customer’s attention Organize a road show including five PGs who will ride bicycles around the Old Quarter to introduce the promotion plan and deliver leaflets at buildings In the first period of campaign when vouchers are just delivered at reception desk, the increase in customer quantity is negligible Only when leaflet is distributed, situation is better However, if just aim at office area, it could not produce the desired effect because significant characteristic in the Old Quarter is full of merchants and tourists, office staff just is a very small proportion Thus, management determines special direction for Kichi-Kichi Ma May Realize that “Eat Free 1” campaign is so fit for the Old Quarter inhabitants; company conducts a second leaflets distribution along crowded streets including Hang Ngang, Hang Dao, Cau Go, etc., and up to West Lake area The writer takes part in this second 26 turn People express great interest to promotion plan by asking so many questions about it for the writer And the figure after campaign proves that judgment right After 61 days from 10th Feb to 15th Apr 2010, the number of send out vouchers is 2,968 vouchers and return vouchers is 817 So, average 48.66 vouchers are sent out and 13.39 vouchers return each day Return voucher quantity account for 28% of send out voucher Result of this whole program is shown in below table Before campaign (13th Jan to 19th Feb, 2010) After campaign (10th Feb to 15th Apr, 2010) Revenue 494,694,600 1,352,410,509 Customer number 3,703 10,197 Time 27 61 Average of customer number a day 137 167 Average of revenue a day 18,320,356 22,170,664 Unit: VND Source: Accounting Department Figure 8: Effect comparation Cost for marketing in this program is VND 27,154,500 including VND 240,000 for poster, VND 2,500,000 for voucher, VND 7,000,000 for leaflet, VND 4,000,000 for e-PR, VND 300,000 for banner, and VND 13,114,500 for leaflet distribution and road show Budget spent on marketing is VND 445,156 each day Profit brought by “Eat Free 1” campaign can be found here: Sales daily-average increase a day 3,850,309 Cost for free meal a day 1,580,426.23 27 Marketing cost per day 445,156 Turnover increase a day 1,824,726.56 Net profit increase a day 1,094,835.94 Net profit of whole campaign 66,784,992.07 Unit: VND Source: Accounting Department Figure 9: “Eat Free 1” effect So, after deducting expenses company gains VND 66,784,992.07 with an increase in customer quantity of 6494 people, average 30 people a day - Opinion poll summary: Before, during, and after this promotion program, company holds an opinion poll in order to collect customer opinion and feedback about restaurant service (you can see the comment card sample in “Appendix” part) The card consists of two sides printed in Vietnamese on one side and English on the other Red is major color on both sides Content comprises customer information including name, gender, age, and telephone number and email address Then there are criterion in close and open forms for customer to score, comment, and give proposals Through these questions, company will know what people think about food’s variety, freshness, and taste and service quality at Kichi-Kichi Ma May The result from survey allows company to know how well advertising channels effect, what features are decisive reasons for customer to come to Kichi-Kichi, and frequency rate of visiting restaurant Open question provides company with customers’ expectation about Kichi-Kichi promotion and what they want restaurant to improve Restaurant manager has responsibility to fill date on each card to make it easy for marketing staff to collect and classify information From data collected from comment cards from Kichi-Kichi Ma May (as you can see in table 1), research sees that more than half quantity of customers (62%) is female who are at the age from 26 to 30 (42%) Besides, clients at interval between 18 and 25, 31 and 45 are much more than who is under 18 and over 45 years old 28 These groups are the target company aims at Because of these majority female customers, on woman’s days 8th Mar and 20th Oct restaurant gives small gifts as a complements from restaurant such as a free dish or a rose to their liking Alike other Kichi-Kichi, most of customers at Kichi-Kichi Ma May know it by their friends’ recommendation Eyes-catching hoarding and decoration also have use of attracting customers’ view We also see advertising on LCD or frame at buildings and on radio brings no one to restaurant In general, these figures emphasize the importance of customer care to existing customers who play major role in word-of-mouth communication method Besides, customer number come back to Kichi-Kichi is quite good 27% among these polled go eating at Kichi-Kichi once per two week, just less than first-timecustomer 4%, while quantity of customer coming back once a month account for 24% Source: Marketing Department Table 1: Customer base 29 Source: Marketing Department Table 2: Customer comment In table 2, we easily realize really good news for company that 100% customers highly appreciate service attitude of all workers This has proved service quality at Kichi-Kichi high Variety in food and broth taste satisfies almost all customers Among those polled, just 11% score “average” for variety rate of food and 9% measure taste at “average” level It can be seen new and fresh of conveyor hot pot, food variety, and price are the most attractive factors of Kichi-Kichi However, look at customer feedback researcher find almost complements for variety of food come from first-time customers People who are coming-back customers often score this rate at “average” level, even “need to improve” level by frequent customers It means that new and fresh factor just has strong attraction in the first period, as for keeping customer and making them loyal require innovation exertion from restaurant Queuing right after these factors, 24% of customers select Kichi-Kichi for their gathering while other 20% consider Kichi-Kichi a original style that is suitable for them One weakness of Kichi-Kichi is freshness of food There is too much frozen food The lack of fresh food makes 26% customers disappointed A joyful signal is that Kichi-Kichi six broth tastes satisfy 80% of customers, and no one scores them at “need to improve” level 30 The result get from open question part says company what customer wants and expects it to The majority of opinions suggest restaurant to publish member card like Ashima system, discount for groups over ten and frequent customers, and enlarge and cool room, promote drinks or add more fresh drinks, and diversify fresh food, etc They all satisfy with service manner of Kichi-Kichi waiters and want restaurant to hold by that high quality 31 Chapter 4: Recommendation Orientation of marketing in 2010:  Marketing objective: Year Sales amount (billion VND) Quantity of customer (person) Average check (VND/person) 2010 98 4000,000 98,000 Supposed that price will be kept for whole year and average of seat turnover is 2.5, the sales amount will be 98 billion vnd/ year 2010; top of mind of Kichi Kichi: 15% at the end of 2010 Kichi-Kichi Ma May is a member of Kichi-Kichi system, contribute an important part to the system development With all special characteristics mentioning above, Kichi-Kichi Ma May need to find direction to develop on its own  Marketing solution: A good customer care activity needs support and combination of many factors such as product, price, and promotion policies Product policy: Company needs to process new flavors along with uphold delicious taste of hotpot broths to meet various demands of customers Carry out food diversification Customers’ feedbacks are the grounds for Kichi-Kichi cooks make new dishes Do not ignore customers’ complaint because it helps restaurant make opportune modification and innovation to improve product quality Price policy: A new product can successfully penetrate a market or not depends apart on its price, especially in inflation environment today 32 A new dish wanting to be warmly welcomed needs to let people try it first A special offer for a new dish can encourage customers buy it Then whether it can make customers continue to pay out their pocket is conditional upon cooks’ talent Besides, price policy must be unified on the whole system Promotion policy: In general, there is less sales promotion program apply to Kichi-Kichi than to Ashima There is no fixed promotion policy set for Kichi-Kichi Company should assign some to promote customer come to restaurant such as a discount for a group consisting people and over or a reduction some percent below normal on holidays, etc Some proposals to increase sales for Kichi-Kichi Ma May: Company should continuously boost e-marketing activities because Kichi-Kichi target customers are paper work staffs who often spend time on internet In 2009, marketing budget for Kichi-Kichi spent 81% on above the line advertising because Kichi was a new brand and need to attract first trial from customer and position Kichi-Kichi brand name on market Cost for advertising on internet accounts for 58% total budget The second expensive advertising channel is radio, alone cost for advertising on Xonefm and VOV3 occupied 26% However, the survey shows customers know Kichi-Kichi by radio just makes up 1%, so company should consider forthcoming marketing plan if reject this advertising channel Next, below the line communications or promotion like giving freebies with goods, trade discounts given to dealers and customers, reduced price offers on products, giving coupons which can be redeemed later etc should be applied more often at the low income restaurant Ma May Researcher study purchasing behavior of Kichi customers by observing at restaurant in a month, at last find one thing: conveyor and individual style at KichiKichi win children’s favor because Kichi makes them feel confident and mature, and not depend on parents anymore when allow them choose menu themselves Thus, in researcher’s opinion, restaurant should issue some special policies for children only such as provide higher seat, give particular price to children ration, or promote ice cream for dessert Our objective is children’s accompanies such as their parents, brothers and sisters, and other relatives 33 It’s a pity to lose domestic and foreign tourists in the Old Quarter To aim at this potential group, restaurant staffs need some English training courses Besides, restaurant can find customer itself by communicating to tourism agents These agencies will bring customers to restaurant, in turn restaurant pay them commission An introduction and advertising from the tour guide seems much more effective than any others come from restaurant employees The Old Quarter is originally well-known for eating and drinking culture So Kichi-Kichi Ma May can build a special image by providing some traditional food such as green rice flakes, rice ball with sesame and salt, etc Company may base on suggestion of eating and drinking experts to add suitable food with each broth style This all aim at foreign tourists who have big passion on Vietnamese culture This project can bring restaurant a big source of revenue 34 CONCLUSION In the strong competitive environment today, a high quality good is not enough for a business development From the point of view of an overall sales process engineering effort, customer service plays an important role in an organization's ability to generate income and revenue From that perspective, customer service should be included as part of an overall approach to systematic improvement An excellent customer service must be accurate, prompt, polite, and convenient for customer Good customer service means profit because once customers satisfy with customer service quality they will ready to pay more for that added value Being a part of Kichi-Kichi system, Kichi-Kichi Ma May helps company expand market share to one of the most important area to restaurant business: the Old Quarter Through this research, researcher wants to approach and practice marketing theory to increase sales and build a special image for Kichi-Kichi Ma May Because of the lack of fact understanding as well as limited research skill, the study exist mistakes The writer is waiting eagerly estimation, comments, and advices from teachers 35 APPENDIX Comment card: “Eat Free 1” leaflet: REFERENCES - www.ashima.com.vn 36 - www.scandmedia.com - http://dddn.com.vn/5486cat45/8-buoc-trien-khai-chien-dich-xuc-tien-banhang.htm - Ban da quan tam den chinh sach san pham? http://www.bwportal.com.vn/? cid=4,4&txtid=1934 - www.wikipedia.com - rules for good customer service - By Susan Ward, About.com Guide - Series of Kichi-Kichi article on sites: www.dantri.com.vn, www.ngoisao.net, www.24h.com, www.vnexpress.com - 10 Minutes Guide: Customer service program – The Chartered Institute of Marketing Figure 1: Company structure Board of Director C.E.O Mr Dao The Vinh Development dept North: Mr N.X.Tuong H.R dept Director Ms Kim Anh Office Admin Ms My, Thu Finance dept Director: Ms Ha Purchasing dept Director: Ms Bac Manager Ms Nguyen North: Ms Kim Anh South Ms Khanh North: Ms Mai, Diep South Ms Luu, Huyen North: Ms Binh, Dung South: Ms Duong, Xoa North South Ms Ha Development dept South: Mr N.V.Hong Mr Vi Operation Director: Mr Hai Ashima Project Coordinator Kichi-Kichi North South North South Ms Lan Mr Huy Mr Vuong Mr Sy Project Coordinator ... Kichi-Kichi hot pot bar restaurant on 61 Ma May street? ?? writer will focus on analyze and evaluate the effects of customer service activities used in Kichi-Kichi hot pot bar restaurant on 61 Ma May from... in restaurant business, and customer service is its priority care Thus, in this study on the topic ? ?Evaluate effectiveness of customer service activities in increasing sales for Kichi-Kichi hot. .. number of your frequent customer, the less cost you spend on advertising and marketing Information collection is the core phase in “loyal-making” process By studying existing customer information,