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SERVICES MARKETING MANAGEMENT

INDIVIDUAL ASSIGNMENT

- Course code: MKT202 -

Full name: Nguyễn Hương Quỳnh

Roll number: HS170276

Class: MKT1717

Lecturer: Phạm Khánh Huyền

low-contact service provider via email, mail, or phone and (b) a high-contact,

face-to-face service provider. What were the key drivers of your dissatisfaction with

these encounters? In each instance, what could the service provider have done to

improve the service?

Currently, online shopping is popular around the world through e-commerce platforms such

as Lazada and shopee with convenient benefits such as saving time and having many discount

codes. However, there are also cases where customers are not satisfied with the experience. I

myself am an example. Last week I bought a juicer for 2,000,000 VND at Shopee Mall. After

viewing the information that matched my needs and placing an order, I immediately texted

the store saying "Please help me pack the goods carefully", after 15 hours they replied "ok" .

About 4 days later I received the goods, the outside of the box was dented and the juice was

broken. At that time, I took a photo and sent an unboxing video to the store, but they

immediately blamed the shipping company. It's not because the seller packaged it not

carefully. During the conversation, I did not receive any apology. That makes me feel

disappointed that a Shopee Mall with 2 million followers has such an unprofessional way of

handling things. This dissatisfaction could have been resolved if they trained customer service

staff more professionally, required packaging staff to pack carefully, and had a refund policy

for customers when there are problems with the goods. topic. Similarly, in an environment

where many people come into contact, I encountered a situation when eating in the school

cafeteria. That day, after getting food, I went to the outside table to get chopsticks and

spoons, but the chopsticks were very moldy. I am very frustrated because chopsticks are a

necessary tool in the school kitchen, which must always ensure food safety and hygiene. I
immediately reported it to the staff, but at that time the restaurant staff did not seem to care

about the moldy chopsticks and even told me that "brushing with lemon will clean it". That's

why I'm not satisfied and won't eat here next time. They can solve it by first apologizing to

the customer and immediately replacing new chopsticks or using disposable chopsticks and

then management should retrain the staff as if there was a problem.

Question 2: Select one high-contact and one low-contact service. Using the Flower of

Service framework presented in Chapter 4, define the core product and then identify

and categorize all the supplementary elements for each of the two services. Describe the

results of your analysis. Discuss how the petals can be used for service differentiation

and competitive advantage.

The first, In the case of hotel accommodation, the core product is the provision of temporary

accommodation while still ensuring convenience and comfort for tourists or business
travellers. Besides the core product, there are many additional elements. The first factor to

mention is providing information about the hotel (including: room type, price, location,

amenities...); communications; policies and regulations; operating hours of utility services,

check-in and check-out times. Receptionists receive and process booking requests from

customers through the online booking system (website, booking app) or via the hotel's hotline

phone number... Creation process Invoices are always clear and accurate, there are invoices

when using utility services, support for issuing VAT invoices to customers (if they request).

Customers can pay for room service and other amenities through forms such as: payment by

domestic (international) card, cash, or bank transfer. In addition to the above Facilitating

elements, hotels need to provide more information about room types that suit their needs and

convenient services available at the hotel; Support information, book tickets to nearby

attractions, hire tour guides. They can also focus on providing special service elements such

as providing airport pick-up/drop-off services, free room decoration if guests are going on

their honeymoon, birthday... to show their appreciation. Hospitality and help customers have

a memorable vacation. In addition, the safety of customers' personal assets is always

guaranteed by equipping a safe door lock system or providing a safe in the room so customers

can store valuable items. valuables such as wallets, documents, jewelry..., providing safe

luggage storage services for customers after they check out (or check in earlier than

expected); There is a security system, surveillance cameras, guards and receptionists on duty

24/7 to be able to flexibly support changes or unexpected events such as: changing check-in

date/time; change room type.

When the COVID 19 pandemic occurred, students could not go to school to study, and since

then, online learning services have become known to more students. This service provides
students with courses with detailed lectures, students can learn to acquire knowledge through

online platforms such as zoom, google meet... In the Flower of Service model, facilitating

elements include " Information, Order taking, Billing, Payment" , allowing students to easily

register and track their learning schedule. In terms of information, online learning platforms

provide detailed information about available courses such as course descriptions, syllabi,

instructors, tutors, and study schedules. They can access this information through the

platform's website or mobile app. Students can register for courses and classes with study

times that suit them through the online platform or call directly with a consultant. The

payment invoice must be clear: course costs, tests, textbooks and other related fees should be

clearly stated in the invoice. There are many forms of payment such as credit cards or bank

transfers, making the payment process fast and convenient. However, the real strength of this

service comes from the enhancing elements. Support and consulting to help students choose

study programs that suit their learning level and personal goals is essential. Interactive

learning environment by providing features such as discussion forums and 24/7 tutor support

ensures customer satisfaction. The online teaching centres to protect personal information and

data security is an important point to build student trust. Finally, when there are exceptional

cases such as students having unexpectedly busy schedules and needing alternative lessons;

or when you feel the course is not suitable and need to change to another more suitable class.

It can be seen that the difference between hotel accommodation services and online learning

services is in the "Hospitality" "Consultation" section. For hotel accommodation services,

hospitality plays an important role in making customers feel comfortable and come back

again. This has to do with the enthusiasm and friendliness of hotel staff, the way they serve

customers, and their ability to create a memorable stay experience. As for online learning
services, the consulting element is important. It involves providing advice and guidance to

students on choosing courses that suit their learning goals. Provide curriculum information,

schedule guidance, and help students create study plans.

Question 3: Analyze a successful advertising campaign for a service. Why do you

consider the campaign a success? What elements contributed to the campaign’s success?

In the early days of the technological revolution 4.0, Skype launched features such as video

chat, texting or calling and became the most used platform at that time. In 2013, Skype

launched the "Stay Together" campaign with the idea of recreating family images in an

interesting and close way, reducing the geographical distance between loved ones. People

around the world have shared their personal stories of how Skype has helped them reunite

with friends and family, no matter the distance. The campaign generated viral, three featured

videos including "The Animal Family Portrait," "The Born Friends Family Portrait," and

"The Impossible Family Portrait." Among them, the story "Born Friends Family Portrait" was

the winner. This story is about two girls who have only maintained contact via Skype for 8

years, but their friendship is still the same as the first day. After winning the contest, the

Skype team decided to organize the first meeting for these two friends and their families.

Videos capturing the emotional moment of the two girls meeting have been widely spread

around the world, honoring the value of staying in touch and connected via Skype. The "Stay

Together" campaign creates positive emotions and motivates viewers. Brand interactions

become personalized and create a powerful impression of Skype's ability to keep loved ones

connected in special and everyday moments. The campaign is not only promoting the brand,

but also promoting service usage. Giving two girls the opportunity to meet each other for the
first time and create a video of the meeting creates curiosity and determination in users who

want to experience Skype in a real way. It has attracted the attention of many people on

online platforms, helping to create a viral effect.