A.

SERVICE DIARY
I. Satisfied experience
1. Haidilao in District 1
When it comes to Haidilao, though, I recall the impression of being treated as a "VIP
customer," being served "from head to toe" from the time I walk in until I leave. In a
restaurant, there are three steps to serving customers: Welcome visitors, serve them, and
then say goodbye. Waiting outside won't give you a second of surprise because any
employee in any position will see clients within their sight. When catching the eyes of a
guest, whether on a mission or not, they will greet them as they walk along a row of tables
with roughly four staff in four different places.
a. Customer’s point of view:
I was immediately advised for free services such as manicures, shoe shines, and photo
printing as soon as I arrived. Because the restaurant is normally highly busy, the consultants
explained that they should support additional services for clients waiting for a table as long
as the consumer is satisfied. There are tables and chairs in the foyer, as well as snacks,
drinks, popcorn, star paper, and ice cream. When it comes to consulting services, I go
through the process of selecting a menu of preferred foods, with Haidilao's famous hot pot
being a must-try. Food portions are ordered on a regular basis. The dipping sauce
preparation is detailed, but if you like, you can take the materials and make your own hot pot
(the staff will put filtered water in the hot pot tray, and everyone will use it).
b. A service marketer’s perspective:
Customers are greeted pleasantly by Haidilao staff, who focus on each customer's needs
and make them feel at ease. Half of the order style is offered, allowing diners to sample a
wider range of meals. To reduce waste, if clients order too much, the dishes could be
cancelled right away. Helpful personnel deliver a variety of soft drinks to different clients and
provide a complimentary apron and cell phone bag. They look after the elderly, the sick, the
pregnant, and the children. Romance is created for individuals who are in love, as well as for
everyone's birthdays, wedding ceremonies, and other special occasions. Haidilao creates a
customer waiting space that is both a social haven for customers and a substantial source of
profit for the turn table's rate of rotation. Customers' high levels of satisfaction are due to
Haidilao's platform, which is designed specifically for various societal demands. Haidilao
offers complimentary refreshments, beverages, and soft chairs to guests, as well as dividing
the waiting area into several sections to help consumers feel more comfortable. Haidilao
caters to trendy women and recognizes their natural need to be attractive as a societal
demand, providing services such as hand massage and manicure, as well as teaching
women how to take care of themselves. Children may play together in a parent-child
paradise, which was designed specifically to give indoor children's amusement amenities.
Employees at Haidilao not only converse with the elderly, but also provide recommendations
to them.

2. FPT Shop in District 9, Thu Duc City

FPT Shop is a reputable shop that imports items directly from Apple, Samsung, Huawei,
Oppo, and other manufacturers. As a result, the technological items supplied at FPT Shop
are assured to be authentic and of high quality. FPT Shop is also able to retain its reputation
and be flexible in its advertising and warranty policies due to its status as an approved
distributor.
a. Customer’s point of view
Customers who visit an FPT shop benefit from the following benefits: speedier warranty,
typically lower costs, and the FPT shop's warranty term for electronics is longer than those
of other chains because it originates from FPT retail.

b. A service marketer’s perspective:

FPT stores emphasise the necessity of being prepared to handle client enquiries (pricing,
insurance, return policy), as well as requests, in a knowledgeable and timely manner. FPT
shops consider what information consumers want and how to effectively deliver it so that
they are neither confused or irritated. FPT sold their service mostly using Script theory.

3. Uniqlo
Uniqlo's customer service is unquestionably excellent. I am always happy when I go to
Uniqlo to buy clothes, from the moment I walk in the door until the time I check out at the
desk.
a. Customer’s point of view:
Every Uniqlo employee is extensively and expertly taught, from the folding technique to the
competence of handing over garments to the manner the retail personnel refunds the
customer's credit card.
b. Marketer’s perspective:
The gestures of employees at Uniqlo can be easily explained through Role theory.
Customers anticipate and are at ease within service situations. This has a direct impact on
the recruitment, training, and development of service professionals, particularly those in
high-contact positions, as well as the anticipated conduct of customers. Uniqlo knows about
service items, customers, and markets, as well as how to apply the 4 Ps to services. Uniqlo's
marketing strategy's product strategy and mix may be described as a leading apparel and
clothing line with a significant presence in the high-quality casual clothes industry. Uniqlo's
marketing mix includes a diverse product selection that appeals to people of all ages and
genders. Unqlo is a mid-priced brand, with costs ranging from 500 000 to 2 500 000 VND. In
its marketing mix, the major price strategy is to compete with its competitors and have a
significant presence. Unqlo is a mid-priced brand, with costs ranging from 500 000 to 2 500
000 VND. In its marketing mix, the major price strategy is to compete with its competitors
and have a significant presence. Uniqlo has a customer development team that analyzes
customer purchase data to determine consumer preferences and create promotional content
that reflects those preferences. Companies that are developing their online sales supply the
team with the essential large data on client purchases and preferences, which they analyse.

II. Unsatisfied experience

1. Dooki
This is my first time trying Dookie, and I don't believe I'll try it again. I've heard a lot of nice
things about Dookie restaurants, such as how amazing the service is, how polite the staff is,
and how quickly the food runs out. However, this is not the case. KOL endorsed Dookie, and
I've lost all confidence in influencers.
a. Customer’s point of view
Why do I get angry, irritated, and unsatisfied? The Three-Stage Model should be able to
explain it. Evaluation of alternate service expectations, in particular, reminds me of Service
Expectations. There was a lot of word of mouth, as well as the experiences of dine-in
customers and a third perspective from KOLs and influencers, as well as the pleasant
service provided by Dookie's team. Dookie did not have time to refill the food, leading guests
to wait an extended period of time, despite the fact that Dookie's average wait time was 90
minutes. Without mentioning anything to the diner, the employees substituted pork for the
beef. Despite their protests, the personnel continued to ignore them. Not only that, but
setting the table and calculating the money is a pain. There was no response when I inquired
where the chopsticks and spoons were. In addition, the eating area is too hot for me. These
were my expectations for customer service.

b. Marketer’s perspective
Dookie, in my opinion as a marketer, has a lot of potential for improvement. The most
important thing they can do is improve the quality of their services. Because they performed
a terrible job of impressing and comprehending the consumers' psychology and wants, the
service quality is low. The most important issue is the level of service provided (Gap 6). As a
result, the ultimate goal of improving service quality is to close or decrease this difference as
much as possible. However, in order to accomplish so, Dookie must often focus on closing
the other five gaps. The sixth gap is the service quality gap, which is the disparity between
what customers expect and how they rate the service they receive.

2. Online Shopping on Shopee

a. Customer’s point of view
Previous purchasers gave that store a lot of positive comments. But it wasn't like that when it
was my turn to buy. I complained to the business when they delivered me the wrong size of
pants, but they refused to refund me despite the fact that it was a domestic shop. That
irritated me since I had just lost money yet was unable to wear the appropriate clothes.
b. Marketer’s perspective
From the standpoint of a marketer, I view my rage via the three-stage model. Shop drew me
in during the pre-purchase stage by investing in quality shopee feed decorating, eye-
catching listing photographs, and the sale of things that were appropriate for me. Because I
have no prior experience with the service, I rely on pre-purchase expectations on web
searches and reviews, word of mouth, and affiliate links on TikTok. I have a low-touch
service with the service encounter stage, which involves limited physical interaction between
clients and service providers. As a result, I am unable to satisfy my expectations while
purchasing online.

B. REFERENCES
1) Jochen Wirtz, Christopher Lovebook, Essentials of Services Marketing, 3rd Edition, Pearson
Education, The Three Stage Model (P.39)
2) Jochen Wirtz, Christopher Lovebook, Essentials of Services Marketing, 3rd Edition, Pearson
Education, Role theory (P.51)
3) Jochen Wirtz, Christopher Lovebook, Essentials of Services Marketing, 3rd Edition, Pearson
Education, Script theory (P.51)