HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES

AND INFORMATION TECHNOLOGY

Faculty of International Relations

Logo thương hiệu

MARKETING RESEARCH

TOPIC

TOPIC: THE SATISFACTION LEVEL OF

CUSTOMERS ABOUT BAEMIN IN 2021

MEMBERS:

TRẦN THIỆN TRUNG – 17DH700638 – PR1708

NGUYỄN PHÚ NHƯ Ý – 17DH700677 – PR1708

Ho Chi Minh City, June 29th, 2021

 MEMBER’S ASSIGNMENT

Student Responsibility Comment

- Finding Topic
- Collecting references
Nguyễn Phú Như Ý - Making Questionnaire Well done
- Designing Survey form
- Responsible for Part I: Introduction, Part
III: Analysis and Findings
- Finding Topic
- Making Questionnaire
Trần Thiện Trung - Responsible for Part II: Methodology, Well done
Part IV: Conclusion and
Recommendations
- Collecting, translating content.
TABLE OF CONTENTS

I. Introduction ........................................................................................... 1
1. Background ............................................................................................... 1
2. The urgency of doing this research ........................................................... 2
3. Objectives .................................................................................................. 2
4. Limitation .................................................................................................. 2
II. Methodology ......................................................................................... 3
1. Subject of the research ............................................................................. 3
2. Timeline of the research ............................................................................ 3
3. Materials .................................................................................................... 4
4. Statistical treatment ................................................................................... 4
III. Data Analysis and Findings .................................................................. 5
IV. Conclusion and Recommendation ..................................................... 15
1. Conclusion............................................................................................... 15
2. Recommendation..................................................................................... 17
Appendix ..................................................................................................... 20
References ................................................................................................... 37
 EXECUTIVE SUMMARY

This paper is done to assess customer satisfaction with BAEMIN in 2021. The subjects of
this paper are 100 random customers of BAEMIN. They are the people who experienced
BAEMIN's service. Therefore, their opinions and suggestions will be very beneficial for
this research and BAEMIN as well. This research paper will provide data and assessment
which reflect the customer satisfaction with the BAEMIN application. After prepared the
questionnaires, we sent the survey form to the customers of BAEMIN. Then based on the
result, we aim to evaluate the level of satisfaction of BAEMIN's customers in both
efficiency of the application and the quality of customer service. We also collected
feedback and recommendations from the customers. Finally, we use these figures and data
to analyze and find out the best solutions for the current shortcomings to bring customers
the best experience in the future, which is supposed to support BAEMIN to maintain and
raise its position in such a fiercely competitive circumstance.
 I. INTRODUCTION
1. Background

Nowadays, the development of technology makes all human activities more convenient.
The ameliorated living standard has led to an increase in the people's shopping demand,
and they require convenience and speed in buying, selling, and even delivering. In recent
years, more and more food delivery applications have emerged with constantly improved
service and quality.

BAEMIN (stand for Baedal Minjeok) is the leading food ordering application in Korea
operated by Woowa Brothers Corp., headquartered in Seoul. After successfully acquiring
the online food ordering application Vietnammm.com, BAEMIN officially entered the
Vietnamese market and covered Ho Chi Minh City with their services in May 2019.

BAEMIN declares their mission when coming to Vietnam is "Helping people to eat
delicious food, anytime, anywhere." With just a few simple steps on the application, such
as selecting food, choosing the nearest store, and ordering, the food will be delivered
quickly with an extremely reasonable price right after that.

Through their collaboration with various restaurants and eateries from popular to high-end,
the list of dishes that customers can order is increasingly diverse, divided into many
different categories on the application including Promotion, Rice, Noodles, Milktea, Fast
Food, Snack, Korean food, Healthy food. Besides, BAEMIN also provides an online
market service in the context of the Covid pandemic's social distancing. They even have
their own booth in the app interface, BAEMIN STUDIO, where they sell publications with
the BAEMIN label to increase brand awareness.

Up to now, BAEMIN has been operating in three major cities: Ho Chi Minh City, Da Nang,
and Hanoi. With a team of more than 10,000 drivers and more than 5000 large and small

1
restaurant partners, BAEMIN always strives to improve service quality to get the best
customer experience.

Currently, the online food ordering market is becoming more and more competitive with
many names such as Now, GrabFood, Gojek, Lozi. To survive and develop, BAEMIN
needs to continuously improve service quality, respond to customers' needs, and receive
their feedback.

2. The urgency of doing this research

After nearly 2 years of operation, BAEMIN still receives complaints ranging from the app
on the phone is still quite buggy to the restaurants on the application are not diverse, and
the driver's service attitude team is not good. The ever-evolving development and fiercely
competitive environment of the food order market require us to improve constantly to retain
customers and attract new ones.

3. Objectives

This study was conducted to evaluate the level of satisfaction of BAEMIN's customers
when they use applications and experience customer service. Then, recording feedback and
recommendations of the customers. Finally, using these figures to analyze and find out the
best solutions for the current shortcomings to bring customers the best experience in the
future.

4. Limitations

Due to the scope factor, the study only reflects the opinions of 100 online customers in the
BAEMIN users groups on Facebook in May 2021, not all of BAEMIN’ customers in Ho
Chi Minh City.

2
 II. METHODOLOGY
1. Subject of research

This research's subject is a group of 100 customers who have been using the BAEMIN
service in Ho Chi Minh city. We will post the online questionnaire designed as Google
Form to the group of BAEMIN’s customers on Facebook (known as Cong Dong
BAEMIN).

2. Timeline of research

Step 1: Choose topic and brainstorm ideas

Week 1-3
Searching for topics in one week and collecting data such as books,
(08/03/2021-
magazines, newspapers, articles that relate to the topic for 2 weeks,
29/03/2021)
then finishing the Introduction.

Step 2: Create the questionnaires

Week 4-5
Finding out how to design effective questionnaires, adjust and revise
(30/03/2021-
the table of questions until it's totally accepted, and then get the
13/04/2021
instructor's approval to conduct the survey.

Week 6-7 Step 3: Doing survey

(14/04/2021- Sending the form via the customers' personal account on the group of
28/04/2021) BAEMIN's customers (Cong Dong BAEMIN) on Facebook.

Step 4: Findings and conclusion

Week 8-11 Collecting data from the survey and analyzing it. Then, giving the
(29/04/2021 - Conclusion for the research. Based on this, figuring out appropriate and
10/05/2021) effective suggestions and recommendations to serve this research's
purpose.

3
 3. Materials

There are 13 questions divided into four groups to serve the research papers’ purposes:

- Group 1: Question (1 – 3) about customer’s information, which is supposed to ask

about the customer's gender, age, and career. Based on these figures. We can
basically figure out the practical demographic of the majority of our customers.
- Group 2: Questions (4 – 7) about the customer behavior. The questions in this group
focus on how often the customer uses the application and why they choose to use it.
There are also other questions that explore the most effective customer approach
and other food delivery applications they often use.
- Group 3: Questions (8 – 9) about the customer satisfaction of BAEMIN. This part
will include 2 tables of questions to survey customer satisfaction in both aspects of
application and customer service of BAEMIN.
- Group 4: Questions (10 and 11) include 2 open questions about customers’
suggestions on improving the customer service and the performance of the
application of BAEMIN in the future.
4. Statistic treatment

The survey was conducted and designed online based on Google’s survey platform;
therefore, the figures after surveying statistically and automatically analyzed in detail.
Besides, we also use Google Sheets to collect and arrange necessary data.

4
 III. DATA ANALYSIS AND FINDINGS

Question 1:

For the first question, we asked what the gender of the subjects was. The first chart had
described their genders specifically. We could see that 63% of the people doing this survey
were females, 35% were males and the rest were others (2%). This indicates that the female
gender has more interest, love to use BAEMIN applications than the male and other
genders.

Question 2:

5
For the second question, we asked about the customer’s age range. The largest percentage
of participants taking part in this research was from 18 to 25, accounting for 84%, followed
by 12% from 26 to 35. Besides, the group of customers who conducted this survey in the
age group under 18 years old took over 4%. In particular, we do not have any customers
over the age of 35. With this result, we can indicate that the customers mostly tend to be
youngsters from generation Z and millennials, who are supposed to be the target customer
of BAEMIN.

Question 3:

In this question, we asked what the jobs of the customers were. The pie chart had described
specifically their jobs. We could see that most of the people in this survey were students
(65% in total), 24% were office staff while freelance businesses were 6%, the rest were 5%
for other occupations. This pointed out that many students have a tendency to choose
BAEMIN for their food-ordering demand. Moreover, office staffs are also the noticeable
customers. Therefore, it is necessary to pay more attention to these customers in the next
stages.

6
Question 4:

For the next question, we could understand how BAEMIN accessed the customers. Based
on the chart, 81% of people saw BAEMIN's advertisements on social media, and 45% got
the recommendation from relatives and friends. In comparison, only 24% of them were
recalled by KOLs in the lastest campaigns, and the rest was 5% to know BAEMIN through
other indirect media. Therefore, the KOLs’ efficiency needs to be taken into consideration.

Question 5:

7
The pie chart provided information about the food-order frequency of customers on
BAEMIN, which illustrated the percentages of four levels. It's clear to see that customers'
frequency of using BAEMIN is quite stable with 30% 'quite often' and 28% 'often,' which
means 58% of customers in total choose BAEMIN for their typical demand. On the other
hand, 'occasionally' was 29%, reflecting the customers supposed to use BAEMIN on
special occasions, such as promotions, coupons, or other specific circumstances. The rest
is 13% was 'rarely' for customers loyal to other platforms or do not have any demands to
order food.

Question 6:

The chart illustrates the levels of customers’ agreement about how BAEMIN impressed
them, which included four given reasons. Firstly, half of the participants (50 people)
agreed that they were attracted by BAEMIN's promotion, followed by 42 agree-opinions
and 8 neutral people. Especially, no one felt disagreed. Based on the result, promotions
offered in-app seemed to be as attractive to the large number of customers.

Secondly, the chart showed that 48 people agreed that shippers' attitude makes them choose
BAEMIN; 36 people completely agreed with it, while 14 people felt neutral. However, 8

8
participants expressed their feelings of disagreement about the attitude service of the
shipper, which means some shippers of Baemin could not meet customer satisfaction
completely.

Thirdly, for the impression about the interface of BAEMIN, the highest number is 48
people agreed, 35 people completely agreed, followed by 15 customers holding a neutral
opinion, 3 others disagreed. Therefore, based on the result above, we can conclude that
most participants were satisfied with our provided features on the BAEMIN.

Lastly, the chart showed the efficiency of BAEMIN's communication campaigns via
customers' impressions. Specifically, 36 participants agreed that those interested
campaigns got their attention, 34 people completely agreed with it, while 29 consumers
held a neutral opinion, and only one left disagreed. This reflects how media campaigns
affect customers' choices.

Question 7:

With the data we collected in the 7th question to understand other top choices of customers
in food-ordering, most customers tend to use Grab, NOW instead of BAEMIN with 65 and
63 votes. In contrast, Loship and the other applications only accounted for 20. This suits
the context when NOW, BAEMIN, Grab are the most popular food ordering platforms.

9
Question 8:

The column chart illustrates how customers think about the effectiveness of BAEMIN
application, including 5 criteria: speed efficiency, design of the interface, ordering process,
order management, and payment method.

Firstly, 51 customers agreed, and others 20 completely agreed that the speed efficiency of
the BAEMIN application is quite smooth, while 29 left hold neutral. Without any
disagreement, this result means that the BAEMIN application operates smoothly and fastly.

Next, in terms of the level of customer satisfaction about the interface of BAEMIN, 51
people who did this survey agreed, 24 others agreed, going by 20 holdings neutral, 5
disagree opinions. In general, BAEMIN's interface layout still has some problems with
customer experience.

Based on the result, 54 participants showed agreed opinions about our convenient ordering
process, 22 people felt completely satisfied while 22 people were neutral, and only two
people expressed dissatisfied feelings. Due to this outcome, we could easily see that people
were almost satisfied with our ordering process.

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In the following factor, 54 users found it easy to manage and follow the progress of their
order on BAEMIN, and there are also 21 who completely agreed with this while 24 others
holding neutral and only one person expressed a dissatisfied opinion, which showed that
the order management of BAEMIN brings such satisfying experiences for customers.

Lastly, 47 participants showed their agreement about the convenience of our paying
service; 34 people felt satisfied completely while 18 people were neutral. Only one person
expressed a dissatisfied opinion. According to the result, people were almost satisfied with
our paying service, which has various methods ranging from direct pay, linking with
MOMO e-wallet to ATM cards.

Question 9:

In this question, we aim to measure customer satisfaction with Baemin's service quality
based on 5 factors, including menu variety, promotions, delivery speed, attitude, the
attitude of the shipper, the attitude of the customer service staff.

Firstly, 56 people are satisfied with the menu provided by BAEMIN, and 21 people also
feel completely in agreement with this. Besides, 22 people expressed neutral opinions.
Only 1 person (1%) is not really satisfied with this factor. In general, the menu of BAEMIN
meets customers' needs in various dishes and restaurants, bringing many choices to
customers.

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Next, the chart shows that 47 people are satisfied, and 41 people feel completely delighted
with BAEMIN's promotions and offers. Besides, 11 people were neutral, and only 1 person
felt that Baemin did not really impress them through promotional activities. From the above
results, it is clear that Baemin's current promotion receives a lot of attention and support
from customers. This is also the factor that helps BAEMIN retain existing customers and
attract new ones.

In the following criteria, the number of satisfied people with Baemin's delivery speed
accounted for half of the survey's total subjects (50), the number of completely satisfied
people also reached 28 people, and 22 people were neutral. At the same time, no one feels
dissatisfied with the speed of delivery. This shows that Baemin's delivery speed is a plus.
They succeed with their core mission is to bring the fresh and hottest food to customers in
the fastest way, which is an advantage that helps Baemin compete with other food delivery
apps.

For customers' satisfaction about BAEMIN shipper's attitude, the number of satisfied and
completely satisfied people is 53 and 26, while 19 people were neutral and 2 people showed
their disagreement. In general, the hilarious and friendly delivery staff of BAEMIN have a
good impression on customers, who are recruited and trained quite well, satisfying the
majority of customers. BAEMIN still keeps on maintaining this positive working attitude.

Lastly, the graph shows the number of people who feel completely satisfied and satisfied
with the attitude of Baemin's customer service staff: 42 and 17 people. Besides, 36 people
felt normal without any opinions, and 5 people felt that they had a bad experience with the
attitude of the customer service staff. Therefore, although the number of satisfied
customers is still high compared to other criteria, this has the highest number of dissatisfied
customers.

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Question 10:

In this question, we wanted to get the customer's suggestion for other services expected to
be provided by BAEMIN in the future. According to the result, services that receive the
most attention are necessities (50%), pharmaceuticals/medical (47%), moving house
(38%), laundry (29%), and others (2%).

In the 'Others' section, besides customers who have no more comments, some services
recommended by the rest are:

• Go to the market on BAEMIN

• Goods delivery (not food)

However, BAEMIN has already had a feature, which is entitled "Đi chợ", but it perhaps
didn't get much attention.

Question 11:

For this question, we look forward to receiving customer feedback on current services and
recommendations for Baemin in the future. After compiling 100 surveys on customer

13
opinions, in addition to customers who have no opinion, the following opinions and
suggestions are made:

There should be more promotions for long-term users. Or accumulate points to receive
more incentives.

Hope to see more reviews of other customers to know if the restaurant is good or bad.

Baemin should be active after midnight.

Based on the above suggestions, we will make appropriate suggestions on operating time
and create other utilities and features to experience the best service when using BAEMIN.
The details will be shown in section IV.

14
 IV. CONCLUSION AND RECOMMENDATIONS
1. Conclusion

After analyzing the collected data by using Google Forms and Google Sheets, we will come
up with conclusions and give some recommendations. To make it clear and easy to
understand, we will give the conclusions based on 4 groups of questions that have been
divided before, including Group 1 asking about customer’s information, Group 2 serving
the purpose of assessing the using customer behavior, Group 3 evaluating the satisfaction
of our customer about some BAEMIN app’s features and customer service and Group 4
was about customers’ suggestions on improving the app.

The results from the first group of questions show that Baemin's customers are mostly
between the ages of 18-25 and 26-35, belonging to Generation Z and Y (Millennials). Both
generations are in the process of approaching and developing in the current modern and
technological era, so their lifestyle is constantly innovating. They always require
convenience and speed in all demands. Besides, BAEMIN's customers, based on survey
results, tend to be female more than male, which shows that women always have high
concerns about shopping and eating, they spend a lot of time choosing, considering and
comparing. In addition, customers in general and women in particular, are always attracted
by sales and promotion campaigns, making it easy for them to spend money on anything
even if it is not necessary or even that they have no need. Besides, the survey results in
question 3 indicate that students and office staffs are the targets and potential customers of
BAEMIN. Because of the nature of work and study, they require quick and convenient
meals. Because they don't have too much time for cooking and cleaning, they tend to
choose BAEMIN and other food delivery applications to satisfy their daily eating needs.

Next, from question group 2, through the results of question 4, we realized that most people
know BAEMIN through social media. This shows that Baemin's advertising campaigns are
really effective on Facebook, Instagram, and Youtube. Besides, it is also consistent with
the usage habits and popularity of social networks among BAEMIN's customer

15
community, specifically generation Z and Y. In addition, there are also a large number of
customers who know Baemin through friends and relatives' invitations. This shows that
BAEMIN is gradually gaining the trust of many customers and the brand's reputation is
also increasingly enhanced and consolidated. However, the use of KOLs has not really
brought much attention from customers and brand recognition.

On the other hand, the majority of customers surveyed said that using BAEMIN's services
from "frequently" to "very often," while "rarely" accounts for only a tiny fraction.
Moreover, many customers have the potential to become loyal customers, proving that the
majority of users still love BAEMIN. Therefore, it is clearer that at question 6, the majority
of customers agree that Baemin has many attractive promotions, meaningful and
interesting communication campaigns. At the same time, in terms of the driver's service
attitude and outstanding features of the app, BAEMIN also made a good impression on
customers. These are the strengths that BAEMIN needs to promote to make a difference
and compete with other food delivery apps. And finally, it should be noted that two delivery
applications considered strong and direct competitors of BAEMIN, NOW and Grab, won
quite a high choice at question 7.

Through the questions in Group 3, most of the survey subjects expressed their satisfaction
with the app's performance, service quality, and attitude towards customers of the delivery
staff and customer service department. Specifically, no customer is not satisfied with the
speed, performance of the application, and delivery speed of the shippers. However, there
are still a few customers who have not really expressed their satisfaction with other criteria
of BAEMIN's applications and services, especially the attitude of customer service staff.

Finally, from Group 4 - the group of open questions, we found that all 4 newly suggested
services captured customers' interest. This proves that the needs of customers are becoming
more and more diverse, they also require simplification and optimization for activities in
daily life, not just ordering food, but an ecosystem of utilities provided by the same brand
that they believe will help them feel secure and do not have to take time to consider and

16
choose. Among them, the service of buying necessities, delivering pharmaceuticals has
received the most attention, and these needs are suitable for the social-distancing context
when the situation of the Covid epidemic has many complicated changes and restrictions
on leaving the house are regularly enforced. However, the BAEMIN application already
has a "Go to Market" function, which is supposed to deliver the groceries from the linked
supermarket and convenience stores, but perhaps customers are not impressed with this
function. In addition, some customers proposed to develop flower delivery and home
cleaning services, this is a reference for Baemin to use to develop a more and more versatile
app. Finally, we also received a few suggestions from customers about extending operating
hours, adding comments, reviewing food and restaurants, and considering membership for
loyal customers.

2. Recommendation:

Based on the conclusions drawn from the analyzed data, we made some objective
recommendations to improve the existing shortcomings so that customers can feel secure
and fully satisfied in the future when using BAEMIN; we also highlighted the things that
BAEMIN needs to consider when formulating new strategies, ensuring that they will be
most effective in the future.

a. Promotion Aspect:

From the first group of questions, we already have an overview of our target customers and
potential customers' age, gender, and occupation. Therefore, we suggest that in upcoming
media campaigns or promotional activities as well as promotions, our content and concepts
will focus on tapping into the theme of 'typical day of a student' or 'daily routine office
staff.' In this way, we can help BAEMIN's image become closer and more practical to
specific public audiences who already have a certain interest and experience with the
application instead of implementing campaigns with general trends like the present.

17
Furthermore, the design of advertising strategies on social networking platforms should
continue to be promoted because these media are closely related to the lives of the
generation to which our customers belong. BAEMIN can take advantage of social networks
to advertise discount campaigns to open up opportunities to attract new customers instead
of just focusing on promoting in-app.

Finally, we also suggest that BAEMIN should collect data and conduct a survey on the
level of brand awareness with customers to measure the effectiveness of using KOLs in
recent campaigns. Not as expected, the number of people who know BAEMIN through
KOLs is not really commensurate with the cost they have spent to hire many KOLs for the
same campaign. BAEMIN should consider replacing KOLs or develop more effective
strategies to save costs but still ensure customer access.

b. Customer’s Experience:

Through the results of customer satisfaction for both applications as well as customer
service of BAEMIN. In general, we think that BAEMIN should continue to improve
application performance to provide a better user experience through regular bugfix updates,
the application should also be designed and upgraded to be compatible with as many
different platforms and phone models as possible, ensuring to give all customers from all
walks of life the best experience in the food selection and ordering process.

From some unsatisfactory feedback about the customer service department as well as the
delivery staff, we suggest that the human resources department will be more strict in the
recruitment process and training the company's employees. Specifically, customer service
staff need to be asked that they should respond to customers more quickly, serve with a
willing attitude, delivery staff must be welcoming, polite with customers. We also propose
establishing a hotline to receive reports of human-related issues, so that BAEMIN can
update customer feedback quickly and provide appropriate solutions, strengthen Build
customer trust and demonstrate brand devotion.

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Besides, we also suggest considering expanding the operating hours to meet the needs of
many customers and serve customers late-night meals due to the nature of their work. At
the same time, BAEMIN should increase the number and link with many restaurants to
give customers more choices.

Finally, recognizing the popularity of social networks, we suggest BAEMIN consider

building an official community and group managed by BAEMIN to create an environment
for customers where they are able to interact with the brand and share stories of their
experiences with each other. This not only helps BAEMIN to increase the frequency of
discussion but also facilitates customers to feel their closeness to the brand.

c. App’s Development:

Based on the customer's request, we found that there are 2 new functions that are extremely
suitable for BAEMIN to consider developing on the application, which are the "Comments
and reviews section of other customers" and "Membership." For example, it is easier for
customers to choose when they can refer to the reviews of a dish or restaurant before
placing an order. Besides, the survey shows that BAEMIN also has a lot of loyal customers
and a lot of potential customers, which is really necessary when introducing a new policy
for loyal customers, which will create the love of customers with our brand customers and
encourage them to use the app more.

About the development and expansion of other delivery services in the future, BAEMIN
may consider more laundry delivery service which has received a lot of attention from
customers. And especially, should focus on promoting the app's "Go to the Market"
function. Although this function is released to meet the needs of customers in the context
of social distancing, it has not received much attention from customers. We recommend
that BAEMIN launch more effective communication campaigns to propagate this function
as well as promotions to attract customers' attention.

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 APPENDIX

Bảng câu hỏi

Xin chào anh/chị,

Chúng tôi hiện đang là sinh viên năm 4 khoa Quan hệ Quốc tế thuộc trường Đại học Ngoại
ngữ - Tin học TP.HCM (HUFLIT).

Để phục vụ cho môn học Nghiên Cứu Thị Trường, chúng tôi đang làm khảo sát mức độ
hài lòng của khách hàng khi trải nghiệm các dịch vụ của BAEMIN trong năm 2021. Thông
qua khảo sát này chúng tôi mong muốn xác định được các yếu tố ảnh hưởng đến sự hài
lòng của khách hàng để đưa ra các giải pháp khắc phục và hoàn thiện dịch vụ ngày một tốt
hơn.Tất cả thông tin thu thập trong biểu mẫu này chỉ để phục vụ cho việc nghiên cứu và
học tập.

Chúng tôi xin chân thành cảm ơn anh/chị đã dành thời gian tham gia cuộc khảo sát. Chúc
anh/chị một ngày thật vui vẻ!

Câu 1: Giới tính của Anh/Chị là:

◻ Nam

◻ Nữ

◻ Khác

Câu 2: Anh / Chị đang ở độ tuổi nào?

◻ Dưới 18

◻ Từ 18-25

20
 ◻ Từ 25-35

◻ Trên 35

Câu 3: Nghề nghiệp của Anh / Chị là:

◻ Nhân viên văn phòng

◻ Học sinh/Sinh viên

◻ Kinh doanh tự do

◻ Khác:…………….

Câu 4: Anh / Chị biết BAEMIN thông qua đâu? (Có thể chọn nhiều đáp án)

◻ Quảng cáo trên các mạng xã hội (FB,IG,YOUTUBE)

◻ KOLs (Trấn Thành, Châu Bùi, Hanna Giang Anh, Helly Tống, Emmi Hoàng)

◻ Được bạn bè, người thân giới thiệu

◻ Khác:………………..

Câu 5: Anh / Chị có thường sử dụng dịch vụ BAEMIN?

◻ Rất thường xuyên

◻ Thường xuyên

◻ Thỉnh thoảng

◻ Hiếm khi

21
Câu 6: Điều gì khiến Anh / Chị lựa chọn sử dụng BAEMIN?

Rất đồng ý Đồng ý Không có ý Không đồng ý

kiến

Có nhiều chương ◻ ◻ ◻ ◻
trình khuyến mãi

Thái độ phục vụ ◻ ◻ ◻ ◻
của tài xế thân
thiện và nhiệt
tình

Ứng dụng có ◻ ◻ ◻ ◻
giao diện dễ sử
dụng, đặt hàng
nhanh chóng

22
Các chiến dịch ◻ ◻ ◻ ◻
truyền thông ấn
tượng

Câu 7: Bên cạnh BAEMIN, Anh / Chị còn sử dụng ứng dụng giao đồ ăn nào không?
(Có thể chọn nhiều đáp án)

◻ NOW

◻ Grabfood

◻ Loship

◻ Khác:….

Câu 8: Đánh giá của Anh/Chị về hiệu năng của ứng dụng BAEMIN:

Rất hài lòng Hài lòng Bình thường Không hài

lòng

Tốc độ sử dụng app ◻ ◻ ◻ ◻

Giao diện ứng dụng ◻ ◻ ◻ ◻

Quy trình đặt món ◻ ◻ ◻ ◻

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Quản lý đơn hàng ◻ ◻ ◻ ◻

Phương thức thanh toán ◻ ◻ ◻ ◻

Câu 9: Đánh giá của Anh / Chị về chất lượng dịch vụ của BAEMIN:

Rất hài lòng Hài lòng Bình thường Không hài

lòng

Sự đa dạng về nhà hàng, ◻ ◻ ◻ ◻

quán ăn, món ăn.

Chương trình khuyến mãi ◻ ◻ ◻ ◻

Tốc độ giao hàng ◻ ◻ ◻ ◻

Thái độ phục vụ của tài xế ◻ ◻ ◻ ◻

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Thái độ phục vụ của bộ ◻ ◻ ◻ ◻
phận chăm sóc khách
hàng

Câu 10: Anh / Chị có đề xuất gì cho BAEMIN về những dịch vụ mới trong thời gian
sắp tới? (Có thể chọn nhiều đáp án)

◻ Giao hoa/ quà tặng

◻ Giao hàng thu hộ

◻ Giặt ủi

◻ Mua thuốc

◻ Khác:….

Câu 11: Anh / Chị có góp ý gì cho BAEMIN để tiếp tục cải thiện ứng dụng và nâng
cấp chất lượng phục vụ?

…………………………………………………………………………………………….

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 Questionnaire

Hi! We are currently 4th-year students of the Department of International Relations,

University of Foreign Languages and Informatics, HCMC (HUFLIT).

In order to serve the Market Research subject, we are surveying customer satisfaction when
experiencing BAEMIN's services in 2021. Through this survey, we want to identify the
factors affecting customer satisfaction to provide better solutions and improve services. All
information collected in this form is for research and educated purposes only. We want to
thank you for taking the time to participate in the survey. Wishing you a very nice day!

Question 1: What is your gender?

◻ Male

◻ Female

◻ Others

Question 2: What age group are you?

◻ Below 18

◻ 18-25

◻ 25-35

◻ Above 35

Question 3: What is your current career?

◻ Office staff

◻ Student

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 ◻ Freelance Business

◻ Others:…………….

Question 4: How did you know about the BAEMIN application? (able to choose
multiple answers)

◻ Advertisements on social media(Facebook, Instagram, Youtube)

◻ KOLs (Trấn Thành, Châu Bùi, Hana Giang Anh, Helly Tống, Emmi Hoàng)

◻ Got the recommendation from relatives and friends

◻ Others:………………..

Question 5: How often do you use Baemin’s service?

◻ Quite often

◻ Often

◻ Occasionally

◻ Rarely

Question 6: Which one made you choose to use the Baemin app?

Completely Agree Neutral Disagree

Agree

27
 Have many ◻ ◻ ◻ ◻
attractive
promotion
campaigns

The friendly and ◻ ◻ ◻ ◻

dedicated attitude
of delivery staffs

The application ◻ ◻ ◻ ◻
has an easy-to-
use interface, fast
ordering

Impressive ◻ ◻ ◻ ◻
communication
campaigns

Question 7: Besides Baemin app, what other food delivery app do you use? (able to
choose multiple answers)

◻ NOW

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 ◻ Grabfood

◻ Loship

◻ Others

Question 8: The level of satisfaction of you on the aspects of Baemin

application

Completely Satisfied Normal Unsatisfied

satisfied

Speed of application ◻ ◻ ◻ ◻

Interface of application ◻ ◻ ◻ ◻

Ordering process ◻ ◻ ◻ ◻

Order management ◻ ◻ ◻ ◻

Paying methods ◻ ◻ ◻ ◻

29
Question 9: Your satisfaction level of BAEMIN customer service’s quality

Completely Satisfied Normal Unsatisfied

satisfied

Menu variety ◻ ◻ ◻ ◻

Promotion programs ◻ ◻ ◻ ◻

Delivery speed ◻ ◻ ◻ ◻

Delivery staff’s attitude ◻ ◻ ◻ ◻

Customer service staff’s ◻ ◻ ◻ ◻

attitude

Question 10: In the future, do you have any suggestions for BAEMIN to develop
other services?

◻ Deliver flower/gift

◻ Cash on delivery

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 ◻ Laundry delivery

◻ Pharmaceuticals/medical delivery

◻ Others:….

Question 11: Do you have any suggestions for BAEMIN to continue to improve the
application and improve service quality?

………………………………………………………………………………………...

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Online survey form:

32
33
34
35
36
 REFERENCES

Website: https://baemin.vn/

Baemin - Cơn sốt xanh mint “bắt tai, bắt mắt” nhưng có “bắt đúng mạch” người dùng
Việt?.(2020) from

https://www.brandsvietnam.com/congdong/topic/18084-Baemin-Con-sot-xanh-mint-bat-
tai-bat-mat-nhung-co-bat-dung-mach-nguoi-dung-Viet

Bước chuyển mình của 'Kỳ lân Hàn Quốc' BAEMIN sau 1 năm ra mắt tại Việt Nam.(2020).
from

https://thanhnien.vn/tai-chinh-kinh-doanh/doanh-nghiep/buoc-chuyen-minh-cua-ky-lan-
han-quoc-baemin-sau-1-nam-ra-mat-tai-viet-nam-1236875.html

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