persona service audit presentation
DESCRIPTION
a service audit for Persona beauty care.TRANSCRIPT
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.