Improving sales performance by enhance service marketing at Xiangtianxia Hotpot Restaurant

• Main Author: Wei, Xin
• Format: Thesis
• Language: English
• Published: 2022
• Subjects: HB Economic Theory
• Online Access: http://eprints.utm.my/id/eprint/102038/1/WeiXinMAHIBS2022.pdf.pdf; http://eprints.utm.my/id/eprint/102038/; http://dms.library.utm.my:8080/vital/access/manager/Repository/vital:147748
• Institution: Universiti Teknologi Malaysia

With China's economy growing at a breakneck pace in recent years, the proportion of service industry as the tertiary industry is gradually rising, and service marketing, as a new marketing mode, slowly exists in our life. Previous studies believe that customer satisfaction is an important factor in testing service marketing. Xiangtianxia's standard service process makes some customers feel dissatisfied, and some even feel disturbed. This study aims to investing and understand problems existing in Xiangtianxia, then proposes intervention to solve this problem, and finally evaluates the effectiveness of the entire intervention through the collected data. This study mainly discusses how Xiangtianxia improves its service marketing to improve its sales performance. This study uses personalized service as intervention to improve the service marketing level of Xiangtianxia. To evaluate the effectiveness of the Personalized Service improving the service marketing level of Xiangtianxia through data collection. Service marketing theory and customer satisfaction theory are the theoretical models of this study. This study would be use mix method, which are quantitative analysis through survey questionnaire and qualitative analysis through interview. In addition, quantitative analysis will use SPSS software to help analyze data and qualitative analysis will use Nvivo Software to analyze the content of the interview. Data analysis results show that Xiangtianxia has a significant effect on improving sales performance in the implementation of Personalized Service and Wechat marketing as Intervention. This provides a direction for future researchers. Through subsequent rounds of interventions, the data collected is analyzed to discover and reflect on the interventions in each round to assess the effectiveness of the interventions.