persona service audit presentation
DESCRIPTION
a service audit for Persona beauty care.TRANSCRIPT
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WELCOME
Topic: “Persona Beauty Parlor”Group members1. Mahbub Muctadir2. Mahmudur Rahman Chowdhury3. Fariya Rahman4. Nabila Bin Muntasin5. Hummaira hossain6. Sheikh Mussadik
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FIRM OVERVIEW
Incorporated in 1984 by Kaniz Almas Khan.
Target consumers: Aged (15-5o) Later targeted aged (18-35). Upper, Upper-middle and Middle
socio economic class.
Provides 3 types of services: Premium Service. Quality service. Regular service.
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PRESENTATION OUTLINE
Overview of the service dimensions which include
Marketing MixServices Blueprint
Survey data presentationFindingsRecommendation.Q & A
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MARKETING MIX
Product: 3 categories
Premium Service: Makeup by Kaniz Almas. Bridal makeup and party makeup.
Quality service: facials, hair and skin treatment, hair re-bonding.
Regular service: haircuts, hair dressing, hair wash and color, waxing and hand & foot care.
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PRICES
Value based pricing strategy for 1st 2 categories.
Cost-based pricing for regular services.
No significant discounts were monitored.
No credit terms.
No intermediaries.
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PLACE
Facilities in:Dhanmondi.Gulshan.Banani.Mirpur.Uttara.Panchlaish (Chittagong).
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PROMOTION
Facebook pages.Billboards.Print advertisements.WOM associations.
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PHYSICAL EVIDENCE
Parking Space. Sofas. Mirrors. Receipt for service. Chairs inside the parlor. Equipments
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PEOPLE
Less interaction during service performing.
Employees are a little stiff. Less feedbacks from the
customers. Interactions happen in the time of
billing, service choice etc.
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PROCESS
No long term process. No high interaction process. Entering the parlor Get the
receipt wait get inside the service facility get the service leave.
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PRODUCTIVITY AND QUALITY
Profitable on the perspective of the investors.
Quality doesn’t match sometimes because quality is subjective.
Subjectivity includes:
Customer’s opinion.Expectation level.Experience.
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SERVICE BLUEPRINT
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SURVEY
20 Respondents. 10 close ended questions. 2 open-ended interviews
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Once in a week
Mutiple times in a
week
Once in a month
Multiple times in a
month
Only in ocassions
This is my first time
0
2
4
6
8
10
12
4
1
32
10
0
How frequently do you go to Persona?
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0
2
4
6
8
10
12
14
16
3 3
14
For which kind of service do you go there mostly?
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Frie
ndly
Profe
ssio
nal
Inco
nsiste
nt p
erfo
rman
ce
Rude
0
1
2
3
4
5
6
7
8
9
10
3
9 8
0
How do you judge the emplyees?
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Yes No0
2
4
6
8
10
12
14
13
7
Does the employees do their job rightfully?
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Yes No0
2
4
6
8
10
12
14
12
8
Do you have to wait for a long time?
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Yes No0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
15%
85%
Did they do anything to make your wait less bor-
ing
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Yes No0
2
4
6
8
10
12
14
16
14
6
Have you ever felt sense of being neglected by the
employees?
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Because there is no one better
The other facilities are good
They give me discounts
I just don't want to leave from here
0
1
2
3
4
5
6
7
8
9
10
9
2
0
9
If you were neglected, why are you coming here again?
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FINDINGS
Customer loyalty is high. Provider Gap 1 is Available. Provider Gap 2 is available. Inappropriate servicescape. Marketing Mix is not clear. Lack of capacity management. Inappropriate demand
management strategies. Losing of standards in peak hours
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RECOMMENDATION
Should focus on demand management strategies.
Training employees in an etiquette manner.
Focus more on waiting areas. Increasing capacity of the brands.
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QUESTIONS?
Thank you very much.