Course service quality management

From the delicious taste and quality, to the modern and diverse design of the shop space, Three O’Clock has grown to become one of the 24/7 brands that is popular with young people, unde

MINISTRY OF EDUCATION AND TRAINING

HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES -

INFORMATION TECHNOLOGY

FACULTY OF TOURISM AND HOSPITALITY

Semester 2, Academic Year 2023-2024

COURSE SERVICE QUALITY MANAGEMENT

LECTURER:

LE HUU CHAU, MA

Hồ Chí Minh City, May 2024

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CONTENTS 05/.)405)00016019)810/09/9)) =- 1

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Three O'Clock Coffee has established itself as a beloved coffee destination through its dedication to quality, customer satisfaction, and community involvement With its solid financial performance and strategic plans for growth, the shop is well-positioned to continue thriving in the competitive coffee market

2 The reason choosing

In today's life, with the age of digital technology, the pace of life is gradually becoming more hurried, and our people have become increasingly busy and stressed in many ways to keep up with that pace of life But that doesn't mean they forget their own relaxation as Vietnamese people's need to find beautiful, comfortable spaces and restaurants to relax or work is increasing Understanding those tastes and trends, Three O'clock - a 24/7 coffee - cake - tea brand appeared with a breakthrough vision and commitment to high quality in each product From the delicious taste and quality, to the modern and diverse design of the shop space, Three O’Clock has grown

to become one of the 24/7 brands that is popular with young people, understanding the shop's mission as a place For people to relax, entertain and work, Three O’Clock always tries to bring great experiences to meet their customers' needs

3 Research subjects

We focus our research directly on customer satisfaction with the components that provide their services These are undeniable ingredients in building a successful customer experience Included in this list are service staff who are responsible for resolving all customer inquiries and assisting them The customer service department on the fanpage cannot be overlooked because they work with the highest goal of ensuring all customer needs are met with dedication and

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professionalism They are an important bridge between businesses and customers, building and maintaining long-term relationships In addition, this research also focuses on other issues such

as the quality of drinks and cakes that customers use, and the attitude of staff at Three o'clock,

bringing them satisfied experiences Thai The attitude of the staff at Three o'clock is a key factor

in creating a feeling of friendliness, comfort, and dedicated service for customers Finally, there

is a diverse menu to help customers have many choices and rich but suitable prices for customers

to enjoy the best experience

4, Objectives of the study

We focus directly on young and middle-aged people from under 18 to under 50 because the demand for using services at coffee shops is increasing Our main purpose in this research is to find out the value that customers receive when using Three O'clock's services From that information, we identify the strengths and weaknesses we are facing and overcome the existing problems with the common goal of satisfying all customers when using services at Three O'clock At the same time, understand customers' wishes From there, upgrade and offer more suitable experiences for the target audience that Three O'clock is targeting with clear goals and specific goals, and the scope of committed research will be described carefully and thoroughly

We set a clear scope to focus on customers who are mainly students, office workers, businessmen, etc diverse in age and occupation In that context, we aim to Basic research on services such as customer care to learn more about customers, adjust services according to personal suggestions and explore different aspects that customers want

5 Company overview

Three O’Clock, formerly known as Teatime, is owned by TEA TIME Company Limited In January 2016, the first store account opened at 493 Nguyen Tri Phuong, Ward 8, District 10, Ho Chi Minh City By February 2017, TEA TIME continued to open a second store account at 822

Su Van Hanh, Ward 12, District 10, Ho Chi Minh City

After a period of operation, on August 17, 2018 TEA TIME officially "changed its name" to Three O'clock because there was a lot of confusion with other ranges of the same name In particular, Three O’Clock Coffee is a coffee shop chain with the most branches in Ho Chi Minh City today This system has up to 12 stores covering districts such as District 1, District 2,

brand reaching a large number of passersby, it also helps customers sitting at the restaurant to see Saigon at night, when both the people and the city are less hustle and bustle

Launched in 2016, up to now with a modern and youthful appearance, Three O’Clock is not simply a chain of 24H coffee - tea - cake shops but also a place to share and connect like-minded souls Not following the latest hot trends, Three O’Clock always aims to become a brand that carries the cultural imprint and breath of the times, wanting to bring a new, more dynamic look

to habits Get used to shopping for coffee Coffee associated with overnight "specialties", has become deeply ingrained in the lifestyle of "Saigon people”

3.1 The business vison

Pursuing minimalism but sophistication in design and decoration, Three O’Clock Coffee space brings comfort both visually and mentally With 12 stores covering Ho Chi Minh City, Three O’Clock Coffee is currently a 24H coffee shop chain with the most branches and has become a familiar stop for most young people Up to now, with the quality of products and services improving day by day, Three O’Clock Coffee is gradually asserting and enhancing its position in the F&B (food and beverage) market, especially the 24- store segment hour

According to the CEO & Founder of Three O’Clock, the 24 - hour coffee chain is inspired by young people aiming for the best services to customers, with a modem open space design, Three O’Clock also impresses with its diverse beverage menu from coffee and tea products to snacks such as cakes or salty cakes The delicate combination of processing recipes and natural ingredients has created drinks that are not only delicious but also bring many health benefits

Train employees in the most thorough and professional way

5.2 The business mission

Three O’Clock aims to become an ideal stop for customers who are reeling from the pace of modem life Each corner of Three O’Clock has its own story, it's young people diligently running to deadlines to complete upcoming projects on time, it's a group of friends gathering to tell each other new stories of their lives long day Occasionally, somewhere is a quiet corner, where we just sit calmly and calm down after long, busy

days Every comer at Three O’Clock is like a colorful, vibrant puzzle piece, combined with a trendy minimalist design space, creating a vivid picture of a bustling lifestyle day and night

5.3 The business strategy

Using environmentally friendly materials through small improvements, from maintaining the use of paper cups, paper straws, bagasse straws, to limiting plastic lids, encouraging customers to use fish bottles causes and global events such as Earth Hour, The shop places many trees from small to large to create a cool, environmentally friendly feeling The shop is also equipped with additional tables and chairs in front of the shop (at branches in District 3) to meet the needs of customers who love drinking morning coffee, convenient transportation and love the natural atmosphere

Diverse dishes from food to drinks for customers to choose from All drinks are decorated and presented attractively and beautifully to satisfy the taste and sight of

customers

Most people rate the drinks here as relatively good with many prices from low to high suitable for many types of customers Leveraging the brand's influence to inspire positivity through entertainment, education, environmental and community-oriented events” is one of the missions that Three O’clock has set for itself since its founding On its first day of establishment, the brand always actively organizes and responds to meaningful community activities

5.4 The business core value

Three O’clock with a reputation over many years as well as an experienced team, we always put customer satisfaction first We continue to implement diverse business strategies in the future and offer unique drinks to customers along with convenient facilities and the best experiences for customers In the coming time, Three O'clock hopes

to continue to receive attention, cooperation and support from customers

1 Service quality

LI Concept

Service quality is a complex concept, encompassing many different factors According to Parasuraman, Zeithaml, and Berry (1988), service quality is defined as the degree to which a service exceeds customer expectations This concept emphasizes the interaction between customers and service providers and suggests that service quality is evaluated based on customer perceptions and feelings

influence customer satisfaction, loyalty, and intention to return Travel businesses need to

understand customer expectations and provide services that meet or exceed those expectations 2.2 Main activities

¢ Determine customer expectations

Determining customer expectations is the first step in the service quality management process They are shaped by factors such as previous experience, word of mouth, and marketing information Travel businesses need to identify customer expectations and ensure that their services meet them

¢ Managing customer perceptions

Customer perceptions of service quality are formed through their experiences with tourism businesses It may differ from their expectations if the service does not meet those expectations Tourism businesses need to manage customer perception by providing high-quality services and meeting customer needs

¢ Measuring customer satisfaction

Customer satisfaction is the most important measure of service quality Tourism businesses need to conduct customer surveys to measure customer satisfaction and identify areas for improvement

Main indicators affecting services in tourism and the five dimensions of the SQM model There are many key indicators that influence service in tourism Some important metrics

include:

Waiting time: Customers do not want to wait too long to receive service

Accuracy: Customers expect services to be provided accurately and on time

Friendliness: Customers appreciate the friendliness and attentiveness of employees Convenience: Customers expect services to be easy to use and access

Price: Customers want to get the best value for their money

The SQM model (Service Quality Model) is a model used to measure service quality This

model includes five dimensions:

Reliability: Ability to provide service on time and consistently

Responsiveness: Willingness to support customers and solve their problems

Assurance: The ability to build customer trust and confidence

Empathy: Understanding and caring about customer needs

Tangibility: The ability to easily see and experience the service

Tourism businesses can use the SQM model to evaluate the quality of their services and identify areas for improvement

¢ Develop and implement service quality management programs

Tourism businesses need to develop and implement service quality management programs appropriate to the characteristics of their businesses These programs should include activities

such as:

- Train staff on service quality

- Establish a service quality management system

- Monitor and monitor service quality

- Handle customer complaints

Improve the quality of tourism products and services: Tourism businesses need to constantly improve the quality of tourism products and services to meet the increasing needs of customers Improving facilities: Tourism facilities need to be modern, comfortable, and meet customer needs

Ensuring security and environmental hygiene: Security and environmental hygiene are important factors affecting the quality of tourism services Tourism businesses need to ensure security and environmental hygiene to make customers feel comfortable and safe

Building a tourism brand: Tourism branding is an important factor that helps tourism businesses attract customers Tourism businesses need to build trade

Three O'Clock Coffee is a famous coffee brand in Vietnam with more than 50 stores

nationwide This brand is known for its delicious coffee, beautiful space, and attentive service

Three O'Clock Coffee has successfully applied service quality management principles to bring customers a great experience

In the realm of hospitality, grasping the nuances of customer expectations is paramount for delivering exemplary service These expectations are not static; rather, they evolve from a myriad of influences Past experiences, whether positive or negative, imprint perceptions Recommendations from trusted sources like friends or family hold sway, as do online reviews, which act as modern-day word-of-mouth

Additionally, marketing endeavors shape the anticipation of guests Yet, hospitality extends beyond mere transactions; it's about crafting memorable experiences that resonate with guests, catering to their unique needs and aspirations

2.3 Customer perception

The primary objective in hospitality is ensuring customer satisfaction Our focus lies in not just meeting but exceeding their expectations during their visit Happy customers are inclined to return and spread positive word-of-mouth, fostering the growth and sustainability of our business To gauge customer satisfaction, we actively seek feedback through surveys, online