Customer retention through service excellence: A service plan for Fuzion Smoothie Cafe

Date of Publication

8-6-2006

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Jose Luis R. Liongson

Defense Panel Chair

Jaime S. Ong

Defense Panel Member

Denis A. Gutierrez

Abstract/Summary

Fuzion Smoothie Café started its operations last December 2004 when it opened its first branch at Robinson’s Galleria. The café pioneered in offering smoothies, delicious and nutritious frosty beverages made from real fruit with all natural ingredients, to the market. Unlike any other fruit based drink, Fuzion smoothies are premium products targeting people belonging to class A and B of the society. Aside from smoothies, Fuzion also offers a variety of healthy food options that go well with the drinks. Having received great acceptance from the market, Fuzion branched out with the opening of 5 more stores in less than one year of operation. However, Fuzion is currently facing the problem of retaining customers. Despite 15 months of operations, a large fraction of Fuzion’s customers remain to be first timers. At this stage, the café should have already gained the loyalty of its customers yet only a few of them continue to patronize Fuzion’s products and services.

This paper focuses on how to address Fuzion Smoothie Café’s problem on customer retention. The researchers have recognized the possible causes of why customers do not come back to Fuzion by conducting surveys and interviews, and have proposed strategies that would deal with the issues identified. To name a few, taste inconsistency, slow service delivery, absence of standardized procedures and employee underperformance, have adversely affected Fuzion’s overall operations and has contributed to customer dissatisfaction.

It is worth noting that customer satisfaction is the key to attaining customer loyalty. In order to get loyal customers, Fuzion must first satisfy them. Using the 8P’s of Integrated Service Management and the Flower of Service, the researchers were able to come up with programs for the company, its employees and its customers. Programs include revising the menu and order slip, redirecting performance emphasis, improving product quality, standardizing processes across stores, Nacho system and Buzzing system. Employee motivation programs, work environment enhancement, conducting regular branch manager’s meetings, and improvements in the hiring, selection and training of staffs were also included in the proposals in order to maximize potential of employees. Lastly, loyalty programs such as implementation of frequency cards, Fuzion health and wellness passport and Fuzion Club Membership and Rewards program; and programs that educate the market about smoothies were also provided in the strategies proposed.

Projected profit and loss statements for three years were also included in the study in order to measure the profitability of the proposed strategies, aside from the computations of the total cost that will be incurred in implementing the service plan.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16178; CDTU016178

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

102, [88] leaves ; 28 cm. + 1 computer optical disc

Keywords

Fuzion Smoothie Cafe (Philippines)--Customer services

Upload Full Text

wf_no

Embargo Period

3-9-2026

This document is currently not available here.

Share

COinS