NCKU, IMBA - FEEDBACK, CLASS PRESENTATIONS
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THE GROUP YOU ARE ASSESSING: Save your file. Use this format: group being assessed your group.doc So an example would be TIV Voltes5.doc – where TIV is the group being assessed and Voltes5 is your group.
LEMON CAKE
YOUR GROUP NAME:
INSTRUCTOR
A B C D Are ideas presented connected with the aim of the presentation?
Are the ideas presented clearly supported with evidence and logical argument?
Is it easy to follow & to understand? (Are the slides clear and easy to follow e.g. use of new pictures, words, graphs)
Overall impression (is it a group presentation etc.?)
40% 30% 20% 10%
5% 5% 5% 5%
Comments (space will expand as you type) 19.04 - Download the film ahead of time - to avoid any lag etc. You can also queue it up in a player and just move it onto the screen Leo hair salon - is this similar to the "Imagine space?" Content = agenda Animate the points - segment -- bring in bit by bit Point and talk Qu: Research questions / objectives - need adjusting - they are not saying what you want them to say Questions - give them space - what, for example are you hoping to learn by asking each question release = distribute 2nd equal Qu - "satisfied" Price - Suggestion slide - look at the chart!! Adjust - PPT
NCKU, IMBA - FEEDBACK, CLASS PRESENTATIONS
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Grade (%) 20%
National Cheng Kung University Institute of International Management
Service Management
from a Chinese Perspective
Midterm Project
Instructor
Dr. James Stanworth
Students RA7071067 Yvonne Chen
RA7071017 Sara Weng
TABLE OF CONTENT
LIST OF TABLE .............................................................................................. 3
LIST OF FIGURE ............................................................................................ 3
CHAPTER ONE: INTRODUCTION ................................................................. 4
1.1 RESEARCH BACKGROUND .......................................................................... 4
1.2 COMPANY PROFILE ................................................................................... 6
CHAPTER TWO: RESEARCH OBJECTIVE .................................................. 6
CHAPTER THREE: RESEARCH METHOD ................................................... 7
3.1 INTERVIEW ................................................................................................ 7
3.2 QUESTIONNARIE ........................................................................................ 8
CHAPTER FOUR: ANALYSIS AND RESULT ................................................ 9
4.1 INTERVIEW ................................................................................................ 9
4.2 QUESTIONNAIRE ...................................................................................... 12
CHAPTER FIVE: CONCLUSION .................................................................. 16
REFERENCE ................................................................................................. 17
List of Table
Table 1 Comparison of SERVQUAL and Chinese Service Quality ... 5 Table 2 Interview Guideline ............................................................... 7 Table 3 Interview Information ............................................................ 8 Table 4 Transcript of Professionalism ............................................... 9 Table 5 Transcript of Comfortableness ........................................... 10 Table 6 Transcript of Chin-Chieh .................................................... 11 Table 7 Transcript of Active Service ................................................ 11 Table 8 Transcript of Respect ......................................................... 11 Table 9 Transcript of Improvement ................................................. 12 Table 10 Result of Questionnaire .................................................... 13
List of Figure
Figure 1 Questionnaire ...................................................................... 9 Figure 2 Questionnaire Result-Gender ........................................... 14 Figure 3 Questionnaire Result-Age ................................................. 14 Figure 4 Questionnaire Result-Haircut Frequency .......................... 14 Figure 5 Questionnaire Result-Time with Imagine Space ............... 14 Figure 6 Questionnaire Result-Way to know Imagine Space .......... 15 Figure 7 Questionnaire Result-Reason of choosing Imagine Space 15 Figure 8 Questionnaire Result-Been to another hair salon ............. 15 Figure 9 Questionnaire Result-Reason of changing hair salon ....... 15 Figure 10 Questionnaire Result- Feeling toward Imagine Space .... 16 Figure 11 Questionnaire Result- Satisfaction toward Imagine Space
................................................................................................. 16 Figure 12 Questionnaire Result- Willing to recommend Imagine Space
................................................................................................. 16
Chapter One: Introduction
1.1 Research Background
In nowadays society, people is not pursuing something tangible but
intangible instead. Like we care about the so called “cost–performance ratio”
rather than really luxuries. When you go to a place or store, we care about the
service quality rather than how good the product they can provide. And service
quality generally refers to a customer’s comparison of service expectations as
it relates to a company’s performance. A business with a high level of service
quality is likely capable of meeting customer needs while also remaining
economically competitive in their respective industry. Successful businesses
who remain competitive and relevant in the marketplace work proactively to
obtain information from their current or potential customer base so they can
ensure they are meeting their needs.
SERVQUAL is a concise multiple-item scale with good reliability and
validity that retailers can use to better understand the service expectations and
perceptions of consumers and, as a result, impr service ove (Parasuraman,
1988). In western socity, the service quality measurement is based on the
SERVQAUL scale which included Tangibles, Reliability, Responsiveness,
Assurance and Empathy.
In Chinese society that the intangible elements included in the “service”
would be more complicated. There is a journal “Chinese Social Orientation: An
Integrative Analysis” written by Kuo-Shu Yang (1995) mentioned the concept
and relationship in the Chinese society. “Chin Chieh” and the built up of the
“trust” would be important elements for the consumers nowadays. In The case
that we are going to discuss as follows would be a best example to interpret the
idea of it.
Table 1 Comparison of SERVQUAL and Chinese Service Quality
SERVQUAL Chinese Service Quality 1. Tangibles 2. Reliability 3. Responsiveness 4. Assurance 5. Empathy
1. Professionalism 2. Sense of sincerity 3. Comfortableness 4. Chin-Chieh 5. Active Service 6. Respect
How a popular hair salon should look like? Fashion? Well-lighted and
decorated? Customer-oriented? Good service? There is a hair salon which has
already established over 23 years in the downtown of Tainan city. You cannot
implement any adjectives that I listed above to describe the salon but it is really
a legend in the field of it.
1.2 Company Profile
“Imagine Space “was estimated in 1996 by Ms. Bao Mei and Shelly. The
location of “Imagine Space” was on Zhongyi Rd which is the West Central part
of the Tainan City. According to Bao Mei that the rent of the shop is quite cheap
that they do not move to any other place during the 23 years. The capital was
NT$3,000 to NT$5,000 that I do not really believe the number as Bao Mei
mentioned that normally people would use the lowest number to resist the
capital.
The Imagine Space always maintains two hair designers and two
assistances who are in charge of hair washing and environment cleaning. The
average customers that they have per day per designer is 10 to 25 people which
is quite a lot.
Chapter Two: Research Objective
The objective of this customer research is as following:
1. To discover why people stick to a local hair salon without the elements
that we assume it should have.
2. To analyze the key success and key failure of the “local hair salon” in
Tainan through 6 dimensions of service quality from Chinese
perspective.
By analyzing the feedback from the customers to know the key success and
key failure of the local hair salon in Tainan, “Imagine Space”, through 6
dimensions of service quality from Chinese perspective .
Chapter Three: Research Method
We applied two methodologies to know the key success and key failure of
Imagine Space, which are interview and questionnaire, in order to evaluate the
satisfaction and dissatisfaction of the service provided.
3.1 Interview
We designed a interview guideline with 9 main questions to get the opinion
of the customers from Imagine Space. Data collecting using interview will be
recorded by digital recording. The interview-data record will transcribe to
narrative text. Every interview took approximately 6 minutes without rest. The
interview narrative is the data that will be used in the analysis process. So that
data can be obtained in the form of text that will be displayed in the process of
research findings. We analyzed the text transcription into categorization.
Table 2 Interview Guideline
Interview guideline 1. How do you choose a hair salon? Can you give me few examples? 2. How long have you been with “Imagine Space”? Are you still with “Imagine Space”? 3. In addition to “Imagine Space, have ever been any other hair salon? Why you would like to choose “Imagine Space”? Or why not?
4. How’s the service of “Imagine Space”? Why? Can you give me few examples? 5. How’s the performance of the “Imagine Space”? Whether it meet your requirement? Why or why not? Can you give me few examples? 6. How’s the environment of “Imagine Space”? Why? Can you give me few examples? 7. In what kind of the situations that you would change to another hair salon? 8. Please use three adjectives to describe the “Imagine Space”. 9. Will you recommend “Imagine Space” to your families and friends? Why?
Table 3 Interview Information
No. Interviewee Name Interview Date Interview Location 1 Monica Tsai 2019/11/4 Meeting Room of Company 2 Jhong Jing 2019/11/4 Meeting Room of Company 3 Molly Huang 2019/11/4 Meeting Room of Company 4 Rita Hsiao 2019/11/5 Meeting Room of Company 5 Yiju Chen 2019/11/7 Department Store 6 Sunny Sui 2019/11/7 Home 7 Fei Young 2019/11/7 Home 8 Randal Yeh 2019/11/8 Home 9 Yvonne Chen 2019/11/8 Home
10 Cecilia Huang 2019/11/10 Home 11 Husband of
Cecilia 2019/11/10 Home
3.2 Questionnarie
We designed 12 questions (13 questions for on-line questionnaires) based
on the result from the interviewees. We forwarded the on-line questionnaires to
18 customers and Imagine Space helped us to complete the 12 paper
questionnaires. The overall investigation process took 5 days. Figure 1 is our
questionnaire template.
Figure 1 Questionnaire
Chapter Four: Analysis and Result
4.1 Interview
We have interviewed 11 customers from Imagine Space and categorized the
feedback by the 6 dimensions of Chinese Service Quality.
4.1.1 Professionalism
Customers from Imagine Space are satisfied with the skill of the designer
and also the assistance. The designer can customize the haircut for meeting
the different customers’ needs. Not only her skill, the materials for dying or
washing the hair are high-quality.
Table 4 Transcript of Professionalism
Professionalism Interviewee 1 剪的型也都還不錯 Interviewee 5 寶哥洗頭髮很舒服,寶妹也很厲害/ 寶妹剪得滿好的 Interviewee 7 是技能吧,應該說設計師配合久了也知道你的習慣 Interviewee 7 設備雖然陽春,他用的髮品如染劑都會是好的 Interviewee 8 他重視滿足顧客的要求 Interviewee 9 寶妹剪的頭髮比較符合我想要的造型
Interviewee 10 針對需求滿足我 Interviewee 11 白髮較多所以設計師會建議染淺色,這樣白髮才不會被發現
4.1.2 Comfortableness
Customers feel comfortable when they are receiving the service in Imagine
Space. The way which the designer treats the customers make them feeling
like home, that they can be themselves and say everything without hiding
anything.
Table 5 Transcript of Comfortableness
Comfortableness
Interviewee 3 像家人,因為寶妹會對你嘻嘻哈哈的,沒有什麼距離,雖然他
也沒有以客為尊,但他就是讓你覺得回到家
Interviewee 4 就是很自在,會有人來跟你話家常,會是一間很在地很有家味
道的店 Interviewee 6 就不做作呀,很輕鬆
4.1.3 Chin-Chieh
Customers think the business style of Imagine Space is like family style.
Everytime they go there to have the haircut service, they can feel chin-chieh
from the environment, staff’s attitude and also the designer.
Table 6 Transcript of Chin-Chieh
Chin-Chieh
Interviewee 7 他經營的方向比較像家庭理髮,會讓人覺得去到老朋友的家
裡,是一種親切感
4.1.4 Active Service
The designer in Imagine Space will talk and find the chat topic for the
customer and also think the customers’ need when they make the appointment.
The customer may not need to worry about the hair style or how to meet their
expectation of hair style because the designer will consider their preference
and provide the idea first.
Table 7 Transcript of Active Service
Active Service Interviewee 2 設計師本人就滿健談
4.1.5 Respect
When the customer wants to have a new hair style and the designer will be
able and willing to communicate with them by providing her professional
suggestions.
Table 8 Transcript of Respect
Respect Interviewee 1 設計師好溝通
Interviewee 11 設計師可以溝通
4.1.6 Improvement
During the interview, the interviewer asked the Customers from Imagine
Space if they wanted to change the hair salon, most of them replied no and
never thought about it. They might change the hair salon if the designer retired.
Even they are satisfied with the current service provided by Imagine Space,
they still suggested to improve the environment of Imagine Space, like to have
a bigger waiting space.
Table 9 Transcript of Improvement
Improvement
Interviewee 1 但如果你說硬體設備,硬要跟其他髮廊比,那可能….因為我之
前去過曼都,是還是有差啦。
Interviewee 2 雜誌我覺得是可以再增加 Interviewee 2 他的空間可以在大一點 Interviewee 3 因為他比較難約,又離我家比較遠 Interviewee 4 設計師實在太熱門,很難約 Interviewee 8 剪髮是很放鬆的事,所以有按摩會加分
Interviewee 11 等候的位置比較少,建議增加
4.2 Questionnaire
Totally we got the 30 feedbacks of the customers from Imagine Space.
Interestingly, the average age of the consumers is 31 to 40 years old and most
of them have already been with the Imagine Space over than 5 years. From the
result, we know they would never think of changing to another salon until the
designer Bao Mei retired. The consolidation of questionnaire can be found in
the Table 10.
Table 10 Result of Questionnaire
In the result of the questionnaire that we can found that most customers admit
that the environment of salon is not good, especially the rest room is awful; the
equipment is not advanced and the worse is, it is really hard to make the
appointment when you do really feel you need a haircut. But why they still stay
with the salon and even willing to introduce it to their family or friends? The
major core would be the three of six dimensions of Chinese Service Quality:
professionalism, comfortableness and Chin-Chieh.
QuestionairesMale Female
36.70% 63.30%2 Age 31~40 years old take 43.3%3 How often that you go to the hair salon? 30% of the interviewees choose once a month.4 How long have you been with “Imagine Space”? 43.3% of the interviewees choose over 5 years.
Intro by friends neighbers93.30% 6.70%
6 Why do you choose the “Imagine Space”?(Multiple choices)
Yes No26.70% 73.30%
8 Why you want to leave Imagine Space?
9 Which adjective is better described theImagine Space?
Very Satisfied Satisfied70% 26.70%YES NO
83.30% 16.70%
12 If not, why?
13Any other comment that you would suggest toImagine Space?
Top 3 answers (high ratio):1. the Staffs Chin-Chieh 82.3%2. The price is reasonable 80%3. The designer is easy to communicate.
Whether you will recommend “Imagine Space” to your families and friends or not?11
1. The designer is too hard to make the appointment.2. Will recommend other hair salon
Please rebuild/redecorate the restroom. (83.2%)
Have you ever been to other salon during thetimeframe of being with Imagine Space?
7
Top 3 answers (high ratio):1. Too hard to make the appointment. (37.3%)2. Just want to change another designer (37.3%)3. Friends recommendTop 3 answers (high ratio):1. High CP (20%)2. Full of passion (20%)3. Feel like home (13.3%)
How do you feel the overall performance ofthe “Imagine Space”?
10
FEEDBACKS
1 Gender
5 How do you know the “Imagine Space”?
Figure 2 Questionnaire Result-Gender
Figure 3 Questionnaire Result-Age
Figure 4 Questionnaire Result-Haircut Frequency
Figure 5 Questionnaire Result-Time with Imagine Space
Figure 6 Questionnaire Result-Way to know Imagine Space
Figure 7 Questionnaire Result-Reason of choosing Imagine Space
Figure 8 Questionnaire Result-Been to another hair salon
Figure 9 Questionnaire Result-Reason of changing hair salon
Figure 10 Questionnaire Result- Feeling toward Imagine Space
Figure 11 Questionnaire Result- Satisfaction toward Imagine Space
Figure 12 Questionnaire Result- Willing to recommend Imagine Space
Chapter Five: Conclusion
Compare with the “hardware”, most Taiwanese customers more care about
the “software” of the “product” or I would call it the intangible service.
We observed the interaction between Bao Mei and her customers during the
interview that there is no doubt those customers follow her so many years. You
can feel the most relax atmosphere in the Imagine Space. The customers chat
with her just like close friends or even family.
That’s exactly an important core thought in Chinese culture, isn’t it?
Customers naturally take not only their own perspectives into account, but also
those of the employee, and unfolding events and circumstances (James O.
Stanworth, 2015).
No specific promotion events, no fancy decorations, the Imagine Space
brings the legend of the hair salon. Thanks for the enthusiasm from the staffs
of Imagine Space to help us to complete the questionnaires and interviews.
Reference
James O. Stanworth, Ryan Shuwei Hsu, and Huo-Tsan Chang. 2015.
Interpersonal service quality of the Chinese: determinants and
behavioral drivers.
Parsuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-
item scale for measuring consumer perceptions of service quality.
Journal of retailing, 64(1), 12-40.
T. Y. Lin, W. S. Tseng, and Y. K. Yeh eds. 1995. Chinese Social Orientation:
An Integrative Analysis: Chinese Societies and Mental Health.
Boundless Marketing Courses- Service Quality
https://courses.lumenlearning.com/boundless-marketing/front-matter/about-
this-boundless-course/