Name: Tran Thi Tuyet Linh

Student’s ID: 70231055TPE1

Class: Marketing 2324 (ENGL1361-2324)

ASSIGNMENT OF CHAPTER 1

Question: what kind of customer value and the CLV to be estimated from such
kind of services offered by the restaurant. Can restaurant business in Vietnam
apply the same.

+ Customer value: Customer Value is the perception of what a product or service is

worth to a customer versus the possible alternatives.

+ Customer lifetime value: A prediction of all the value a business will derive from its
entire relationship with a customer.

Buffalo Wild Wings (B-Dubs) is a business that is more than just a place to eat and
drink. It's a place prioritizing customer experience and fueling the sports fan
experience with a diverse menu selection.

Customer value that Buffalo Wild Wings (B-Dubs) creates:

- Sports-loving environment: B-Dubs creates a lively atmosphere, like a miniature

stadium, with big screens for streaming sports events to live up to the moment.

- Fun challenge and social interaction: “Blazin' Wing Challenge” draws curiosity and
crowd, which helps engage customers and enhance the experience. Moreover,
customers come to B-Dubs not only to watch sports and cheer on their sports teams
with old friends but also to make new ones sharing the same passion.

- Customer-centric experience: “Guest Experience Captain” will move around to chat

with guests and ensure customer satisfaction. Unlike other restaurants, B-Dubs
encourages their guests to stay longer to not only enjoy the amazing wings but also
immerse in the great atmosphere.

- Diverse choices from the menu: Wings (boned or boneless) served with five dry
seasonings and 17 signature sauces. Moreover, a variety of different draft beers
(domestic, import, and craft beer brands) is also a plus point. Customers will surely
find something to their liking here.

By providing these customer values, the CLV (Customer Lifetime Value) to be

estimated from B-Dubs are:

-Positive reviews from customers: Recommendations from satisfied customers to

others will attract new guests.

-Increased visit frequency: Besides the food, the energetic and lively atmosphere with
amazing customer services will encourage more returns of customers.

-More spending per visit: Because of the wide range of food and drink selections at B-
Dubs, customers tend to pay more to explore all the flavors on the menu.

The applicability of B-Dubs' model in Vietnam depends on several factors:

- Sports fans: This business caters to a specific niche - sports fans looking for a place
to connect and dine out. If Vietnam has a strong sports fanbase, this model can be a
success.

- Competitors: There are quite many franchises serving chickens in general and wings
in particular. It's important to conduct some research to know the strengths and
weaknesses and know how to be different from others.

Overall, creating an uplifting environment with personalized services, interactive

experiences, and delicious tastes can potentially resonate with customers in Vietnam
where there is an interest in good food, sports, and socializing.