HOA SEN UNIVERSITY

Tourism Faculty

Customer Service in a Global

Environment

Lecturer: Phạm Vũ Trâm Anh

Student’s name: Nguyễn Thị Xuân Mơ - 2184000

Trần Mạnh Khương - 2182561

Phan Huỳnh Bảo Trân - 2180968

Nguyễn Ngọc Cẩm Thi - 2161244

06/2021
i
 TABLE OF CONTENTS
I/Introdution:.................................................................................................1

II/Analysis:.....................................................................................................1
1/Service products:..........................................................................................................1

2/Service Setting:.............................................................................................................4

1. What is Service Setting?..........................................................................................4

2. Service Setting of Phuc Long:.................................................................................4

3/Delivery service:...........................................................................................................7

III/Situation:..................................................................................................9

IV/ References:............................................................................................10

ii
iii
I/Introdution:

What is hospitality ?

Hospitality is the friendly reception and treatment of guests, visitors or strangers.

Hospitality is the action or practice of being hospitable to make our guests happy and feel
at home.

Hospitality is simply love in action. It has much more to do with the resources of a
generous heart than with sufficiency of food or space.

Hospitality is kindness in welcoming guests or strangers. Hospitality is the relationship

between guests and the host.

Hospitality is a service from people to people through people.

Hospitality can be created by using service.

Hospitality can be seen in hotels & resorts restaurants food & beverage services travel &
tourism

II/Analysis:
Nowaday, the coffee market in Vietnam is gradually becoming more vibrant than ever
with the entry of a series of domestic and foreign brands. However, Phuc Long Coffee &
Tea is still considered one of the best. The brand is quite familiar in Vietnam and known
by many young people. Not only for the quality of products and services, but also for the
prestige and long history of this brand for more than 20 years.

However, when it comes to a brand, it is impossible not to mention the characteristics

that make the brand special, including service product, setting and delivery.

1/Service products:

When it comes to Phuc Long's service product, it is impossible to ignore the diversity of
the menu of this chain system because Phuc Long Coffee & Tea deals in beverages and

1
food, so to avoid boredom as well as to To win the sympathy of even the most
demanding customers, the menu must be diverse and rich for the choice of each
customer.

Here, we not only encounter coffee and tea but also fruit juices, dried products and
cakes.

Drinks are also very rich and varied. Prices range from 45,000 VND – 65,000 VND.
When it comes to quality, the products here all carry the brand's signature flavor and
style.

Some products at Phuc Long:

Product Types Products Name

Drinks Coffee Tea Smoothie Fruit juice

Cà Phê Sữa Trà Lài Sinh Tố Dâu Táo Và Dâu Ép

Black Coffee with Hot Jasmine Tea Red Sunset Forest Fruit
condensed milk

30.000 đ
35.000 đ

Sinh Tố Trái Táo Và Dâu Ép

Cây Nhiệt Đới Forest Fruit
Trà Sen (Xoài, Cam,
Cà Phê Đen Hot Lotus Tea Dừa, Thơm,
Black Coffee 30.000 đ Chanh Dây.)
30.000 đ Tropical Fruit
Mix

2
 Cà Phê Espresso
Espresso Coffee
30.000 đ
Bakery

Bánh Mì Phúc Long (M) Tiramisu Mini

PhucLong bread (M)

Snacks

Hạt Điều Rang Củi Tỏi Ớt – Lon Trái Cây Tươi Sấy Dẻo
Roasted Cashew Nuts Firewood Fresh Dried Fruits
Garlic Chili - Can

Although Phuc Long has a wide variety of products, the main product as well as being
favored by many customers when coming to the shop is tea products. Phuc Long owns
many tea hills in Thai Nguyen - this is the strength that helps this coffee company
compete in terms of flavor, appearance, and typical local water here.

Besides the origin of Phuc Long is Vietnam's tea, the processing method is also very
suitable for the taste of Vietnamese people, just enough bitterness and enough flesh, but
the aroma always impresses customers.

In addition, products at Phuc Long are quite "soft" compared to many other brands of tea
and coffee. The cost is only 50-70% compared to Trung Nguyen's or 30-50% of

3
Starbucks' selling price. and The Coffee Bean & Tea Leaf. This price is suitable for many
customer segments, from working people, tourists to students.

Phuc Long's target customers are also somewhat wider than imported luxury and
expensive brands such as Starbucks and The Cofee Bean & Tea Leaf. When these brands
only focus on income office workers. For those who prefer the taste of foreign coffee,
Phuc Long targets all kinds of customers from working people, tourists to students. This
difference makes Phuc Long brand attract a large number of customers. customers in a
short period of time.

2/Service Setting:

1. What is Service Setting?

Service Setting, also known as Servicescape, is a model developed by Boom and Bitner
to emphasize the impact of the physical and atmospheric environment during the
customer service process. This model helps businesses to understand customer behavior
so that they can draw the wishes of customers with the business.

2. Service Setting of Phuc Long:

Phuc Long - one of the famous beverage chain stores specializing in coffee and tea in
Vietnam today. Phuc Long has been very successful in branding in the F&B (Food and
Beverage) service industry.

+ Physical environment:

Phuc Long often has branches located in prime locations or even in large commercial
centers, easy to see and easy to find. Because of this, it has affected most of the
psychology of customers because they can see every day when walking on the road, the
chain stores are eye-catching and especially easy to find, not located too deep in a
difficult road. Although located on high traffic roads, when sitting at Phuc Long,
customers are not affected too much by outside noise.

Phuc Long stores have different layouts and designs depending on the location, but in
general, Phuc Long tends to have a luxurious but close style.. Phuc Long has made a

4
strong impression when most of the customers. Customers come here to meet friends, to
work or even to have a group meeting. Because Phuc Long always arranges long tables
that can seat many people, the positions of the seats are also arranged reasonably so
as not to affect other guests, the light creates a pleasant space with soft music. All
this makes their customers as comfortable as possible even if they are sitting for a long
time.

Moreover, Phuc Long has both indoor or outdoor seating to satisfy all customers who
do not want to sit in a cold room. Or even Phuc Long is developing a meeting room
model right in the cafe to serve the group of guests who need absolute privacy, this
model has been built at Phan Van Tri branch (Go Vap) and is open. expanding to other
branches of Ho Chi Minh City

Picture 1. Model of Phuc Long's meeting room (internet)

+ Comprehensive environment:

5
Picture 2. Inner space of Phuc Long (internet)

The space is cozy and when entering the shop, customers can immediately smell the
aroma of tea and coffee and become a characteristic smell when they think of Phuc Long.
The layout at the counter and the aisle is relatively wide so that customers can avoid
bumping into each other, which makes customers feel more comfortable. With the main
color being green combined with the warm yellow color of the lights, at any time when
coming here, customers always feel the most comfortable.

What Phuc Long brings to its customers is trust, professional service, and diverse
products that help customers to accompany Phuc Long for a long time. This is essential
for businesses in the F&B industry. Phuc Long helps customers to sit for long hours to
work, have group meetings, chat, etc. without being too afraid, this factor not all
businesses can do. Phuc Long's staff are always professionally trained, still happy when
customers ask for more and do not show attitude when guests sit for too long.

The images that Phuc Long has built are very successful from identity features, cozy
comfortable space, simple but impressive logo, staff always work professionally no
matter what department, further develop office model right at the coffee shop. Service
setting at Phuc Long is really worth learning and maintaining

6
3/Delivery service:

Delivery service is a core service of a business in serving customers. For a big brand like
Phuc Long, meeting the requirements of customers, Phuc Long has constantly expanded
as well as associated with partners to serve customers in the best way.

For individual Phuc Long tea, they have the following delivery policy:

Phuc Long has a free delivery policy of 5 products or more and within a radius of 3km.

To order, please contact hotline 18006779 from 8am to 5pm on weekdays for advice.

It can be seen that Phuc Long's policy has many contradictions, causing difficulties for
customers. To fix it, they linked up with partners with various offers. Can be mentioned
as:

7
Depending on the location, there will be different delivery policies.

However, now customers don't need to order multiple items to have them delivered.

8
Along with the development of other delivery platforms, this is the main form of delivery
of Phuc Long tea and coffee.

By cooperating with partners like Now and GrapFood, we help Phuc Long tea and coffee
reach customers in the best way. In addition, when associated with a partner, Phuc Long
can receive reviews and feedback on drinks, bar space, service style for free.

III/Situation:
Due to the Covid-19 epidemic situation, customers could not go directly to the store to
buy water, so they ordered home delivery. Customer orders include:

1. litchi tea (30% sugar, 50% ice)

2. Peach tea (50% sugar, 50% ice)

3. Strawberry smoothie (0% sugar, 50% ice)

but when delivered to the wrong place the order and strawberry smoothie left out very
sweet sugar.

Customers have called and commented on the service. in this case how to handle?

Solve the problems:

- Solve problems with guests:

When receiving a customer complaint call:

First, we will apologize and take note of the customer's complaints.

Second, will propose to be compensated for the guest

+ Proposing to return 3 other drinks to the customer and deliver according to the special
requirements of the customer

+ If the customer does not agree with the above, then give them a promotion or discount
code for the next use

9
Finally, thank you for choosing our service and apologize again for the inconvenience.

- Solve problems with employees:

First, will ask the employee about the above incident (for the purpose of hearing from
both sides and see if the employee is honest)

Second, reminding staff to pay more attention to making water for guests next time.

Finally, remind all your staff when applying to pay more attention

Comments:

- Chưa giới thiệu thông tin của hospitality provider.

- Phải chọn 1 chi nhánh cụ thể chứ ko nói chung chung về brand Phúc Long vì như
vậy sẽ khó phân tích
- Service delivery system chứ ko phải delivery service. Phải phân tích cụ thể (sfaff
hay technology)

IV/ References:
https://list.com.vn/tra-sua-phuc-long.html

https://www.brandsvietnam.com/congdong/topic/26750-Phuc-Long-Doanh-thu-nam-
2019-tang-65-so-voi-nam-2018

https://marketingai.admicro.vn/phuc-long-hanh-trinh-thay-da-doi-thit-sau-nua-the-ky-an-
minh/

https://jamja.vn/thuong-hieu/phuc-long-coffee-tea

https://123docz.net/document/6897908-chien-luoc-marketing-cua-tra-phuc-long.htm

https://en.m.wikipedia.org/wiki/Servicescape

10
11