Persona service audit presentation

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a service audit for Persona beauty care.

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Persona service audit presentation

  1. 1. WELCOME Topic: “Persona Beauty Parlor” Group members 1. Mahbub Muctadir 2. Mahmudur Rahman Chowdhury 3. Fariya Rahman 4. Nabila Bin Muntasin 5. Hummaira hossain 6. Sheikh Mussadik
  2. 2. 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.
  3. 3. PRESENTATION OUTLINE  Overview of the service dimensions which include Marketing Mix Services Blueprint  Survey data presentation  Findings  Recommendation. Q & A
  4. 4. 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.
  5. 5. 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.
  6. 6. PLACE  Facilities in: Dhanmondi. Gulshan. Banani. Mirpur. Uttara. Panchlaish (Chittagong). 
  7. 7. PROMOTION  Facebook pages.  Billboards.  Print advertisements.  WOM associations.
  8. 8. PHYSICAL EVIDENCE Parking Space.  Sofas.  Mirrors.  Receipt for service.  Chairs inside the parlor.  Equipments 
  9. 9. 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. 
  10. 10. 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. 
  11. 11. 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.
  12. 12. SERVICE BLUEPRINT
  13. 13. SURVEY    20 Respondents. 10 close ended questions. 2 open-ended interviews
  14. 14. 12 How frequently do you go to Persona? 10 8 6 10 4 2 4 3 1 0 Once in a week Mutiple times in a week Once in a month 2 0 Multiple times in a Only in ocassions This is my first time month
  15. 15. For which kind of service do you go there mostly? 16 14 12 10 8 14 6 4 2 3 3 Makeup by Kaniz Almas Facials, hair and skin treatment and hair rebonding 0 Haircuts, hair dressing, hair wash and color
  16. 16. How do you judge the emplyees? 10 9 8 7 6 5 9 4 8 3 2 3 1 0 0 Friendly Professional Inconsistent performance Rude
  17. 17. Does the employees do their job rightfully? 14 12 10 8 6 13 4 7 2 0 Yes No
  18. 18. Do you have to wait for a long time? 14 12 10 8 6 12 8 4 2 0 Yes No
  19. 19. Did they do anything to make your wait less boring 90% 80% 70% 60% 50% 85% 40% 30% 20% 10% 15% 0% Yes No
  20. 20. Have you ever felt sense of being neglected by the employees? 16 14 12 10 8 14 6 4 6 2 0 Yes No
  21. 21. If you were neglected, why are you coming here again? 9 9 2 0 Because there is no one better The other facilities are good They give me discounts I just don't want to leave from here
  22. 22. 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
  23. 23. RECOMMENDATION Should focus on demand management strategies.  Training employees in an etiquette manner.  Focus more on waiting areas.  Increasing capacity of the brands. 
  24. 24. QUESTIONS? Thank you very much.

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