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/