Customer Satisfaction with Trang Tien Ice Cream

Full name: Trần Thị Hà Trang

Class: Advanced finance k49

WRITING REPORT

Topic: “Customer satisfaction with Trang Tien ice-creams in Ha Noi”

I/ INTRODUCTION

1. Background

It's a well known fact that no business can exist without customers, Increasing competition (whether for-profit or nonprofit) is forcing businesses to pay much more attention to satisfying customers. The study of customer behavior is always the on going process and is increasingly becoming the hot topic of every business.

There is a definition of customer satisfaction that states: “Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation.” -From Wikipedia, and the fact that customer expectations are continuously increasing has required many effort and time from people or an organization to keep track on it.

Trang Tien is a famous brand name in Viet Nam; truly, its ice-cream has been one of the symbols of Ha Noi. Every Ha Noi resident has got much familiar with the taste of Trang Tien cream. For 50 years, Tràng Tiền Ice Cream Shop has been serving icy treats to notoriously hard-to-please Hanoians. When the Tràng Tiền Ice Cream Shop first opened in 1958, there were only two flavors of “ice cream on a stick.” After the war ended in 1975, there are more flavors, including chocolate, green bean, green rice and the shop started selling ice cream cones and ice cream served in cups as well as popsicle ice-creams.However, it is not always a work-well company all the time. Recently many issues were arisen, which led to the structural change in internal company. And in my opinion it also needs to take into consideration the customer needs and expectation which is somehow deteriorating at some extent. As noted above customer satisfaction is a very important concept in marketing and getting satisfaction from customers is main duty of every successful business.

2. Research questions.

The study will be able to...