TABLE OF CONTENTS

EXECUTIVE SUMMARY 1

INTRODUCTION 4

CHAPTER 1: INTRODUTION OF THE COMPANY WITH THEIR PROBLEM 5

1. Golden Gate Trade & Service JSC and Kichi-Kichi system 5

2. Problem statement 7

3. Research methodology 8

4. Research scope 10

CHAPTER 2: THEORETICAL FRAMEWORK 11

1. Customer care or customer service definition 11

2. The importance of customer service to business 11

3. Requirements on customer service. 16

CHAPTER 3: ANALYSIS AND FINDING 19

1. Real state of using customer service activities at Kichi-Kichi Ma May – Customer satisfaction evaluation 19

2. Reasons for sales decrease 26

CHAPTER 4: RECOMMENDATIONS TO INCREASE SALES 32

1. Satisfying customers by suitable product, price and promotion policies 32

2. Finding new target groups and satisfy them 33

3. Training for employees 34

4. Saving marketing budget by investing in selective channels 35

CONCLUSION 36

APPENDIX 37

1. Comment card 37

2. “Eat 5 Free 1” leaflet 38

3. Result of the survey in January, 2010 39

`4. The result of survey in April. 2010 39

4. The result of survey in April. 2010 40

REFERENCES 41