persona service audit presentation

WELCOME

Topic: “Persona Beauty Parlor”Group members1. Mahbub Muctadir2. Mahmudur Rahman Chowdhury3. Fariya Rahman4. Nabila Bin Muntasin5. Hummaira hossain6. Sheikh Mussadik

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.

PRESENTATION OUTLINE

Overview of the service dimensions which include

Marketing MixServices Blueprint

Survey data presentationFindingsRecommendation.Q & A

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.

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.

PLACE

Facilities in:Dhanmondi.Gulshan.Banani.Mirpur.Uttara.Panchlaish (Chittagong).

PROMOTION

Facebook pages.Billboards.Print advertisements.WOM associations.

PHYSICAL EVIDENCE

Parking Space. Sofas. Mirrors. Receipt for service. Chairs inside the parlor. Equipments

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.

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.

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.

SERVICE BLUEPRINT

SURVEY

20 Respondents. 10 close ended questions. 2 open-ended interviews

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?

0

2

4

6

8

10

12

14

16

3 3

14

For which kind of service do you go there mostly?

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?

Yes No0

2

4

6

8

10

12

14

13

7

Does the employees do their job rightfully?

Yes No0

2

4

6

8

10

12

14

12

8

Do you have to wait for a long time?

Yes No0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

15%

85%

Did they do anything to make your wait less bor-

ing

Yes No0

2

4

6

8

10

12

14

16

14

6

Have you ever felt sense of being neglected by the

employees?

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?

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

RECOMMENDATION

Should focus on demand management strategies.

Training employees in an etiquette manner.

Focus more on waiting areas. Increasing capacity of the brands.

QUESTIONS?

Thank you very much.