TangHui KTV - Service Experience Monitoring Study
Company overview
Guangdong Hede Group Co., Ltd. is a diversified, integrated enterprise with business operations spanning real estate development, mall management, property management, and dining and entertainment. The TangHui KTV brand operates 11 outlets across Guangzhou, enjoying strong consumer popularity due to its high service quality and comfortable consumption environment, and holds a prominent reputation and positive image within the KTV entertainment industry.
Research background
In the context of increasingly intense market competition and rising consumer expectations, continuously improving customer experience and service quality has become a key factor in maintaining a competitive edge for entertainment chain brands. To further enhance its service supervision system, standardize service operations, and strengthen its overall brand image, TangHui KTV needs to gain deep insights into the service performance and existing issues across its outlets from the perspective of the customer, enabling targeted improvement strategies.
Research scope
In December 2020, CEIDEA Research was commissioned by Guangdong Hede Group Co., Ltd. to conduct a service monitoring study for TangHui KTV outlets. Using the 'mystery shopper' approach, the study simulated real consumer behavior and conducted on-site visits to all 11 TangHui KTV outlets in Guangzhou. The evaluation systematically assessed service processes, employee attitudes, environmental hygiene, facility usage, and compliance with service standards, while also documenting key experience points and service issues encountered during the visits.
Expected outcomes
The findings of this study will provide TangHui KTV with first-hand, authentic data on the current state of service operations across its outlets. It will identify critical weaknesses and potential risk points in service processes, thereby supporting continuous improvements in service detail control, employee training, and standardization of outlet services. Ultimately, this will lead to a comprehensive enhancement of brand service capabilities and sustained brand image building.
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