The following report is on Service Audit of Babuland. In spite of the three branches in total, this audit is conducted only on the Mirpur branch of this indoor playground. This report includes the interpretation of Babuland Mirpur’s overall service. Babuland serves the children of an age range of zero to ten years. Despite the fact this is the only indoor playground targeted towards the children, it has number of competitors. It has to compete with both govt. and private play zones and amusement centers. While analyzing the gaps model, this is found that Babuland has all of the four provider gaps. The Service Blueprint of Babuland Mirpur is included in this report. The Blueprint has plotted five different service fail points. After the Service Blueprint, the physical evidences are elaborated along with the respective pictures. The demand fluctuates during peak and off peak times. So, Babuland has to follow some strategies to smooth out the demand curve. These strategies are incorporated here. Likewise, all of the extended marketing mix of this playground service is described in detail. Also, by analyzing the blueprint, some service fail points are determined. This report explains the fail points too. Finally, Babuland is recommended to take some specific measures. Those measures are basically for improving the customer experience, improving the overall experience, and maintaining and improving efficiency.

1. Submitted on:
April 24, 2020
Service Audit of Babuland
MKT412.2
Prepared and Submitted by
Sl. Names Ids
1. Abu Horaira Kamal 1330504630
2. Moin Rahman Aoyan 1511773030
3. Umme Habiba Lisa 1520588030
4. Nabila Tahsina 1620523630
5. Kazi Salman Rahman 1631522030
North South University
Submitted to:
Ms. Ishrat Jahan Synthia,
Senior Lecturer,
Department of Marketing &
International Business,
School of Business & Economics

2. April 24, 2020
Ms. Ishrat Jahan Synthia
Senior Lecturer
Department of Marketing & International Business
School of Business & Economics
North South University
Subject: Submission of MKT412 Project Report
Dear Madam,
We humbly state that we would like to submit our MKT412 project report on service audit of
Babuland as per your instruction. In this report, we have put effort to meet all of your
requirements. We would be glad to revise any of the section if necessary in future.
We therefore hope that you would be kind enough to accept this report.
Sincerely yours
Abu Horaira Kamal Moin Rahman Aoyan
Umme Habiba Lisa Nabila Tahsina
Kazi Salman Rahman

3. Acknowledgement
We would like to demonstrate our humble gratefulness to Ms. Ishrat Jahan Synthia, our
course instructor since she has instructed us to be a part of such a project of service audit. We
have found this project truly educative. We hope that the lessons we have obtained from this
will be helpful for our future professions. Moreover, she has observed us closely throughout
the period while we were working on this. She was always there for our any necessary
support.
We wish to express our gratitude the sources of the information, especially the official
website and Facebook page of Babuland. Also, YouTube has been another source to us to
watch the previous promotional campaigns of this service provider. Besides, we have
collected our necessary information from various sources. All of them have seemed useful.
Without these sources, this would not be easy to conduct such a project.
Finally, we would be thankful to all of the members of our group. They have been
significantly industrious and supportive. All of them have sufficient willing contribution in
this project. We are fortunate to work with a group like this.

4. Executive Summary
The following report is on Service Audit of Babuland. In spite of the three branches in total,
this audit is conducted only on the Mirpur branch of this indoor playground. This report
includes the interpretation of Babuland Mirpur‟s overall service. Babuland serves the
children of an age range of zero to ten years. Despite the fact this is the only indoor
playground targeted towards the children, it has number of competitors. It has to compete
with both govt. and private play zones and amusement centers. While analyzing the gaps
model, this is found that Babuland has all of the four provider gaps. The Service Blueprint of
Babuland Mirpur is included in this report. The Blueprint has plotted five different service
fail points. After the Service Blueprint, the physical evidences are elaborated along with the
respective pictures. The demand fluctuates during peak and off peak times. So, Babuland has
to follow some strategies to smooth out the demand curve. These strategies are incorporated
here. Likewise, all of the extended marketing mix of this playground service is described in
detail. Also, by analyzing the blueprint, some service fail points are determined. This report
explains the fail points too. Finally, Babuland is recommended to take some specific
measures. Those measures are basically for improving the customer experience, improving
the overall experience, and maintaining and improving efficiency

5. Table of Content
Sl. Items Page no.
1. Introduction 1
2. Industry Overview 2
3. Company Description 2-7
 Specific Challenges 4
 Gaps Model Analysis 4-7
4. Description of the Extended Marketing Mixes 8-17
 Service Blueprint 8
 Physical Evidences 8-10
 Demand and Supply 10-12
 Typical Service Failure and Existing Service Recovery
Strategies
12-14
 People 14-16
 Performance Monitoring Mechanism 16-17
5. Recommendation 17-18
6. Conclusion 18

6. 1 | P a g e
Introduction
Babuland is one of the largest indoor playgrounds in Bangladesh. It is offering an innovative
experience for the children. It is spread across a space of 6000 square feet and offers multiple
facilities for children below the age of 10 years. The exquisite setup of Babuland transports
the children to a completely new world of tranquility & amusement. It is the first of its kind
in Bangladesh. The indoor play zone has a healthy environment with sanitized and hygienic
toys (rides) located in Mirpur, Wari and Uttara, where they have created exciting activities,
such as, 360-degree slide, car city and Ball Ocean. Babuland is a fun, safe, clean and a caring
environment for your children. They also have a relaxing lounge for parents. This friendly
play zone is for kids aged 0-10.
They are offering not only a recreation center for the kids, also party centers as well.
Customers can celebrate different kind of occasions for their kids, such as, birthday parties.
They also arrange different types of competition in different occasions for example
Halloween, Christmas, „Eid etc.
Branches
Babuland currently has 3 branches in the capital city. Uttara, Mirpur, and Wari. It is yet to
setup branches outside the city.

7. 2 | P a g e
Industry Overview
Bangladesh has a quickly developing consumer market and because of the shortage of
playground. Children‟s of this generation are not lucky enough to go to the field and play as
much as they want. There are very low options of recreation left. That is why people and
children‟s are more into indoor recreations and games. The industry is not that big but the
size of the market is increasing day by day. Back in the days, there are a few indoor
recreation centers. Most of them are old classic gaming system. Now with the pace of
generation and modern world different kinds of indoor playgrounds and recreation gaming
zones are available in Bangladesh. Like Babuland there are, many more indoor playgrounds
are available in Bangladesh. Some of them are privately owned and rests are owned by the
govt. for example:
Private:
1. Babuland
2. Ultimate Fun Factory (Bashundara City Shopping Mall, Pathopoth)
3. Fantasium (Pink City, Gulshan)
4. Toggi World (Bashundara City Shopping Mall, Pathopoth)
5. Kiddies World (Shatmoshjid Road, Dhanmondi)
6. Shishu Mela
Govt. Owned:
1. Shishu Park (Ramna)
2. National Zoo (Mirpur)
Company Description
The service company we selected for our project is “Babuland”. It is one of the newest
gaming zone facility providers for kids in Dhaka. The category of the industry is recreational
facility service. It was established in 2018 and it is a private corporation. Some of the
important people behind these progresses are Sk. Sabbir Hossen (Executive of Creative &
Graphics Department), Nahid Hasan (Senior Executive of Information Technology
Department), Abdullah Bin Satter (Junior Executive of Accounts & Audit Department), and
Ahmed Kaium (Major Account Executive). The company has approximated 201-500

8. 3 | P a g e
Logo of "Babuland"
employees. The headquarters are only located in Dhaka. The playground facility is served in
three areas in Dhaka. These are -Mirpur, Uttara and Wari. Until now it is the largest indoor
playground in Bangladesh. Their main target was to create a fun, safe, clean and caring
environment for kids. The indoor play zone is considered having healthy environment and
the toys and rides are well sanitized and hygienic. It is spread across huge space square feet
and it is applicable for all their game zone places in Dhaka area. Their main target is children
between 0 and 10 years. They have the facility for the parents so they are allowed to
accompany their children without any hesitation because “Babuland” provides a beautiful
relaxing comfortable lounge for the parents or guardians. They have quite large area so they
are able to manage to impose an exquisite setup so that can develop an idea of whole new
world of amusement and tranquility for the children. “Babuland” offers an innovative
experience for the children by creating exciting activities through rides and toys. For
example, they have – Car city, Ball Ocean and 360-degree slide. It has more other facilities
like car parking facility but not in the Mirpur outlets because in Mirpur it is situated on the
Mirpur shopping center. It has also the well air-conditioning facility and also it has Wi-Fi
advantage. There is a unique offering which somehow decreases some amount of visitors.
The service offers socks for the kids at the reception which ensures the value for the people
who visit regularly or occasionally. The only restriction is on bringing food and drinks from
outside as per their environment issues. The hours are not so unique from other amusement
services. It remains open from 11am to 10pm. They only consider Sunday as their weekend
day so from Monday to Saturday they are open as they know parents are more likely to be
free at Friday and Saturday. Moreover, all the rules and restrictions it is a family friendly and
well-organized amusement center for children.

9. 4 | P a g e
Specific Challenges:
Even though Babuland is largest indoor playground in Bangladesh, there are number of game
zones and amusement parks as well. So, it has many competitors.
The specific challenges are-
1. Ultimate Fun Factory
2. Toggi World
However, as “Babuland” is the only game zone which is built for the kids, they do not have
that much competition. Therefore, it can be said that Babuland has monopoly market in the
industry.
Gaps Model Analysis:
Among all service delivery output quality is the most required one to the customers. Quality
should be high and unique to satisfy customer and making them loyal for a long time. There
are many concepts and approaches concerning for dealing with service quality by
management.
Among many concepts of service quality Gaps model is one of the most important and
unavoidable quality which plays a significance role in every service management. Gap model
describes how the service quality is conducted or should be conduct in the service flow
because it contains a proper customer satisfaction framework. Customers expect some
particular service which includes some particular factors such as personal needs,
recommendation and post experiences. Customers tend to compare or measure service they
expect with the service they have experienced and if the expectation does not match their
experience the gap analysis arises.
The Gaps:
Provider Gap 1:
Provider gap 1 is, not knowing what customer wants.
This gap mainly describes the distance between the expectation of the customers and what
managers think they expect.

10. 5 | P a g e
Some basic factors-
1. Market research positioning is inadequate
2. Relationship focus is not proper
3. Lack of upward communication
In the service of “Babuland” this gap is absent as it is a kid‟s base service and they are well
known about the expectation of the targeted segment. “Babuland” managements are always
trying to reach the targeted goal about their consumers and also customers. They also give
equal importance to their new customers as the existing customers. But sometimes loyal
customers or the customers who visit the place regularly can want some extra benefits or
offerings as a continuous customer.
Recommendations:
1. “Babuland” can offer some extra discount for people who visits regularly
2. They offer any promotional activity, such as, free offers after visiting for particular
times
3. They can also develop a comment box or reviewing option for the parents for the
extra needs
Provider Gap 2:
Provider gap 2 is, not serving the right service designs and standards.
This gap describes the condition where managers are failed to understand the customer
experience‟s requirement difference with the manager‟s perception. The specification of the
proper level of service customers wants from the management.
Some basic factors-
1. Leadership is not proper
2. The design of the service flow is not sufficiently managed
3. Customer driven standards are inadequate
The design and standards are quite sufficient and well designed by the management. As they
have 6000 square feet and have multiple rides for the kids. They are well known about
maintaining good standards and expectations both for the kids and their parents. But there are
some other insufficient management systems. As it is amusement center for kids, they need

11. 6 | P a g e
to maintain a huge space for the belongings as children need multiple cloths, foods and other
belongings. But they do not have any locker system; they only have a locker where parents
and children are allowed to store their stuffs for the specific time. In Mirpur it is located on
the 2nd
floor so in is basically on the shopping center, for that they do not have any specific
exit from their center. They also do not have any fire exit in the architecture for the
emergency which can cause some insecurity for some people. Also, there is a small food
court beside the play zone, but they do not have any sufficient items and also the variety of
snacks is really low. They also do not have their own parking spot on the Mirpur Branch.
Although they have a huge space inside the playground the register center or ticket counter is
little congested and sometimes it gets crowded and people do not find appropriate place for
standing and waiting. Also, it does not contain so many food varieties and also do not let
people bring food from outside.
Recommendations:
1. Some rides are not safe. Young visitors aged 1-4 (years), the management should
separate the rides variety for the safety and also it can give more proper ride or toys
sharing facility
2. Creating more storage system for the belongings
3. As it does not have its own entrance and exit it should contain all the safety measures
to avoid any kind of accidents
4. They should have the authority for some specific space to the parking spot in the
shopping Centre for the customers
5. They should include more food variety as they do not allow bringing food from
outside
6. They should have more than one register counter or ticket counter
7. They can turn the registration option fully online based so customers do not need to
hamper
Provider Gap 3:
Provider gap 3 is, not delivering the service standards.
It mainly describes the failure of customer satisfaction that arises from the previous
experiences. Managers should conduct an audit to match up the customer expectations with
the service they deliver.

12. 7 | P a g e
Some basic Factors:
1. Human resources policy is not appropriate
2. Failure to match supply and demand
3. Also, customer involvement is not properly handled
In “Babuland” there is not proper amount of employee for guidance. The kids play by
themselves most of the time for the kids under 5 or 4 they try to help parents by guiding the
kids how to play sometimes. Guardians are also allowed to guide the kids. But sometimes it
creates chaos and hamper for the parents so they don‟t play their role well which can lead to
wrong judgment.
Recommendations:
1. They should include more employee for guiding the kids so the parents do not have to
by themselves
2. They can separate the employees for the kids of different age
3. They should also put more employee on the ticket counter
Provider Gap 4:
Provider gap 4 is, not matching performance with promises.
This gap arises when management failed to deliver the customer experiences that has been
communicated to the customers. Many times, organizations exaggerate the offerings to the
customers. But it only increases customer expectations and change customer perception if the
expectations are not fulfilled.
Some basic factors:
1. Overpromising behavior
2. Inadequate horizontal communications
3. Management of customer expectations are not properly effective or active
For the provider gap 4, “Babuland” actually don‟t have that much inability to match
performances because the customers are basically happy and satisfied about their services.
They do not actually promise some undefinable advertisement which they cannot offer.

13. 8 | P a g e
Description of the Extended Marketing
Mixes
This section of this report is crucial because it includes some important topics regarding
Babuland Mirpur‟s service, such as, service blueprint, physical evidence, demand and supply,
typical service failures, people, and performance. Also, some of the topics are broken down
into appropriate subtopics.
Service Blueprint:
Service Blueprint of Babuland Mirpur is shown in the following-
Physical Evidence:
From the service blueprint of Babuland Mirpur, this is visible that there are ten physical
evidences. Among them, three have fail pints. In this section of the report, these physical
evidences are elaborated.

14. 9 | P a g e
Dress of the Security Guard: The security guards
found opening the door for the visitors is pretty well
dressed. They are seen in proper uniform. As seen in
the picture, they put on sky-blue shirt with black
trousers. Their uniform also includes a black cap on
their head. Likewise, they have to wear the
necessary accessories as well. Moreover, the security guards are truly cordial and sincere
toward their duty.
Ticket Counter: The ticket counter is well
decorated with bright color. For the sake of making
attractive to the children, there are so many 3D
artworks in the ticket counter area. There are some
sculptures of trees and animals. At the middle, there
is a desk where the tickets and socks are sold.
Though the ticket counter looks attractive, this is seen overcrowded. The visitors, at times,
have to wait in long cue to purchase tickets.
Lobby: There is a lobby inside the Mirpur branch of Babuland. This lobby is basically for
putting off the shoes. There are a few sitting arrangements, where the visitors are allowed to
sit and put off their shoes. In a corner of the lobby, there is also a pigeonhole.
Interior: The entire area inside Babuland is painted
with bright color combination. Sufficient light is
ensured for the visitors. With various components,
Babuland has tried to create a playful and vibrant
ambience allover. The 3D cartoons in the walls and
the color combination make the children more
comfortable here.
Toys and Music: The toys Babuland offers to its
visitors are interesting. Some of them are helpful for
the children‟s mental and physical growth. In
addition, there are some toys that enhance some of
the life skills of the children visit Babuland. On the

15. 10 | P a g e
other hand, there is some dancing arrangement for the visitors. The music tracks the visitors
dance with are also educative. The tracks are related to numbers, directions etc. Through
these dance activities, the children can spontaneously learn those things.
Menu and Display: There is a cafeteria in this indoor playground. The visitors can purchase
foods from there. The foods are displayed in the shelves in front of the cafeteria. Though the
sitting arrangement is good, the number of available items is poor. This would be even more
convenient if the items remain available.
Food Appearance: The foods available in Babuland are not that appealing. These seem like
these are prepared without any care.
Food Taste: Though this is convenient that foods are available in this playground, the taste is
expected to be improved.
Pigeonhole: There is a pigeonhole in the lobby of
Babuland. This pigeonhole is for keeping the
visitors‟ shoes safe. Like the other elements, this is
also painted with bright color combinations. This is
made in such a way that allows the visitors to look
through it. Simultaneously, it creates a barrier
between the lobby and the playground.
Smile of the Employee: While a visitor leaves Babuland, the nearby staffs smile at the
visitor. This is indeed a good gesture. This makes the visitors feel that they are a part of
Babuland family and Babuland expects them to visit it on a regular basis. This is helpful to
create an effective customer relation.
Demand and Supply
Existing Capacity: The Mirpur Branch of Babuland owns an area of six thousand square
feet. It is well-equipped with various toys and approximately eighteen employees.
Considering all the recourses this branch possesses, the maximum capacity is set one hundred
and sixty visitors at a time.
Demand: In Babuland, customers are in need of a number of toy items. Babuland provides a
fancy experience for the children by creating interesting activities through toys and rides.

16. 11 | P a g e
They have a number of items, such as Car City, Ball Oceans, and 360 Degree Slide.
However, the demand for children‟s cars is in high demand. The second most sought after
item is Ball Ocean. So, at peak times it can be seen that there is a lot of crowd in the sides of
the game zone. On the other side, the rides of different items are relatively similar in off-peak
and other times.
Supply: Babuland is always at the top when it comes to providing toys for their rides and
their customers. They always try to provide toys to suit the needs of children. But sometimes
it happens that they cannot supply some of the toys to the kids. They know they need those
specific toys but cann‟t collect them because of the financial crisis. But they always try to fill
the supply of kids.
Peak and Off Peak Timing
Peak Hour: The peak hour of Babuland is from 6pm to 9pm. During this time lots of visitors
come for playing various types of indoor games. Guardians always come here with their
children for given safety to their children and spending time with their little angels. The
pressure is very high at that time. During these periods, the demand belongs to the optimum
and maximum level. In contrary, in a year the peak hours are Eid-Ul-Fitr, Eid-Ul-Adha,
Christmas, Durgapuja, Pohela Baishakh, Pohela Falgun, Victory Day, and the other holidays
are more important for Babuland. During these special days, more customers come to
Babuland and spend more time than usual. For that reason, Babuland witnesses enormous
crowd during this time. Then, Babuland goes through maximum demand, even sometimes
demand exceeds capacity.
Off Peak Hour: The off peak hour of Babuland is from 1pm to 4pm on the week days. At
this time a minimum number of customers go to Babuland. There is very little pressure
during during these hours. On the other hand, after the introduction of Coronavirus, the
demand has gone down very rapidly. During these times, the demand remains in the low
utilization level.
Strategies to Balance Supply And Demand in Peak and Off-Peak Period
During Peak Hour: The target market follows some strategies for balancing supply and
demand in peak hours. They have 15 full time staff. When it is peak time demand increases.
The target market does not bring in more employees at this time, rather they provide existing

17. 12 | P a g e
employees. They place an employee in front of every indoor game so they can provide
support to customers. They have no strategy except these.
During off Peak Hour: Babuland has very few specific strategies to balance the supply and
demand in off peak time. Because very few customers go to the Babuland during this time
most of the employees are allowed to take their lunch break. On the other hand, another of
peak time starts as the Coronavirus pandemic has begun. During this period, the visitors have
almost stopped visiting Babuland. So, this is not cost effective at all to Babuland to conduct
business with such a poor number of customers. Again, there is high health risk of the
employees associated. That is why; Babuland has decided to close all the branches for the
time being. Moreover, so that the customers do not be detached, it has built stronger
communication with them through the Facebook page. Babuland‟s Facebook page now casts
live videos with interesting activities, such as, origami. Thus, though this is not possible to
run the branches at all, the customers are enjoying the time with Babuland online.
Typical Service Failures and Recovery Strategies
In the service blueprint of Babuland Mirpur, five typical service fail points are plotted. Those
are provide the tickets and socks, go inside, toys and music, menu and display, and food
taste. All of the service failures and the recovery strategies are elaborated in the following.
Provide the Tickets and Socks: The tickets and socks are provided at the ticket selling point
in the entrance. This usually remains free, yet sometimes it becomes overcrowded. The
visitors have to wait for prolonged period of time during the peak hours. That is why, the
visitors, especially the children at times becomes annoyed. This can be a consequence of
wrong estimating the number of customers. This refers to provider gap 1.

18. 13 | P a g e
To recover this failure, Babuland follows some strategy. Normally, there is only one staff in
the ticket counter. However, during the peak hours, more employees are posted here. Even
sometimes three people are seen selling the tickets and socks together. Moreover, the
manager tries to closely observe the ticket counter during such circumstance.
Go Inside: Once the visitors go inside the playground, they might have high expectation
about the interior. Sometimes, they might have higher expectation than reality. Thus, the
visitors may be frustrated about the service of Babuland. This can be led by provider gap 4.
On the other hand, Babuland has decorated the interior with such a bright color combination
that would never let the visitors feel monotonous and be frustrated.
Toys and Music: This is assumed that the toys set in this playground not to be safe and
interesting enough for the respective group of customers. On the other hand, the music the
visitors dance with is not understandable. Provider gap 2 may be the reason behind these
particular issues.
To overcome this, Babuland has set children friendly toys. Many of the toys are educative.
Also some of them are supportive to enhance the children‟s physical and mental ability. The
music is also educative and easily understandable.
Menu and Display: As mentioned earlier, there is a cafeteria in the playground. When the
visitors order food, they have to be exposed to the food display and the menu. A failure may
be here. For instance, the menu might not be appropriate for this respective type of

19. 14 | P a g e
customers. On the other hand, the food items listed in the menu may not be available in the
display. These issues might occur because of provider gap 3 and provider gap 4.
Food Taste: Food taste is considered as a major concern in the cafeteria. Unlike, this is quite
obvious that food is not tasty enough to satisfy the customers. This refers to provider gap 3.
People
„People‟ is one of the factors among Babuland‟s 7Ps of service marketing. In this case,
„people‟ includes two different components, which are the employees and the customers. In
this section of the report, the employees and the customers are elaborated.
Employees
This service audit project is conducted only with the Mirpur branch of Babuland. In this
branch, there are eighteen employees in total. Among them, two are for selling the tickets.
These staffs sit at the
ticket point near the
entrance. Then, for the
sake of cleanliness, no
visitor is allowed here
with their shoes. Instead,
they have to put those off
in the pigeon hole.
Likewise, two employees
are there for cleaning the
branch. Lastly, ten people remain occupied for attending the visitors. They greet the visitors
at the moment of entry and provide necessary supports. Some of them are even seen dancing
with the visitors inside Babuland. Finally, three of them are posted in the cafeteria. They are
basically for taking orders, preparing and serving food to the visitors. Most of the employees
are female in this indoor playground. They are found evenly spreaded throughout the
playground wearing same yellow tops and black pants. The number and role of the
employees, however, are sometimes changed depending on situation.

20. 15 | P a g e
Customers
Babuland Mirpur is located in Mirpur. This is for the children of those parents believe the
necessity of their mental growth. This is a perfect option for the parents desire a safe and
healthy indoor facility where their children can simultaneously play, enjoy, and learn things.
Though this service is exclusive for the children, it has variety of customers. The customers
Babuland targets are segmented into multiple categories.
1. Geography: Dhaka is the biggest and the capital city of Bangladesh having 306.38
square kilometers area. (Biggest Cities Bangladesh, 2020) Though this is such a big city,
there are only tree branches of
Babuland. Those are located
respectively in Uttara, Mirpur, and
Wari. Furthermore, the branches are
away from each other. So, geography
is one of the major concerns while
targeting the customers. So, Babuland
Mirpur expects the visitors to come
from Mirpur and the surrounging
areas, such as, Gabtoli, Aminbazaar, Shyamoli, Paikpara, and Kalyanpur. Since there is no
branch near the Mirpur one, Babuland also targets the visitors from Banani, Mohammadpur,
Lalmatia, Dhanmondi, Panthapoth, Farmgate etc. In addition, visitors from the other places
of the city visit Babuland Mirpur as well.
2. Demography: In terms of
demography, the customers are
differentiated in different ways.
Babuland targets a particular age
group. All the branches of Babuland
are for the children between zero to ten
years old. There is no gender
differentiation here. Children of all
gender can avail the service. Moreover, most of the children visits Babuland are from
educated families. The Mirpur Branch is no different.

21. 16 | P a g e
3. Psychography: Babuland attracts the people who are conscious about their children‟s
mental and physical growth. That is why the playground is equipped with the facilities where
the children can get involved both mentally and physically. There are number of elements
from which the children can learn at least something.
Performance Monitoring Mechanism
As a service provider, Babuland is quite new. Till now, it serves the customers in a casual
manner. Also, this organization is casual too by structure. That is why, there is no formal
performance monitoring tool in this organization. On the other hand, Babuland has multiple
branches in the city. That is why; the owners and the members of the top management cannot
always visit the branches physically. Thus, they use CCTV cameras, peer reporting, customer
feedback etc. as the performance monitoring tools.
Firstly, Babuland sets sufficient number of CCTV cameras to cover the entire area. Through
these cameras, the top management can easily monitor the branches all the time. Even if the
top management is not in front of the screen at times, the CCTV system keeps recording the
video. So, the management can see those at any convenient time. Through these cameras, the
management can observe both the employees and the customers. Secondly, this service
provider uses peer reporting. Here, every employee works like a spy to each other. If any of
the employees do anything which should be reported to the management, it becomes reported

22. 17 | P a g e
by the employees themselves. Finally, this organization is open for any feedback from the
customers. It has a strong presence online, mostly on Facebook. If the customers write
anything necessary, Babuland always takes those under consideration. In addition, the
management also conducts some other monitoring tools as well, such as, random visit to the
branches.
Recommendations
Improving customer experience
1) They can offer some extra discounts for their regular customers and membership
facilities so it will encourage customers to visit them more often.
2) They can develop comment box or reviewing system for parents so getting those
reviews they can improve themselves.
3) Personal ratings about their experience and suggestion box will also help a lot to
improve their service.
4) Some rides are not safe they should take proper precautions to avoid uncertain
accidents.
5) Arranging some lockers will be better to keep belongings safe for longer period
staying people and they have to increase parking faculties for the rush hours because
in rush hours lots of people at a time came to visit.
6) They can include more varieties and nutritious food in food items because most of the
customers are children and now a day‟s parents are more conscious about their
children‟s health so adding healthy food will be good for them. Because they don‟t
allow outside foods and it is tough to stay longer time without food.
Improving overall Experience
1) They should include more employees to guide the children with more people they can
serve more customers in better way.
2) They can arrange more tickets booth to save time
3) By supporting customers and taking care of their needs they can maintain a good
relationship with customers.

23. 18 | P a g e
Improving Efficiency
1) They can arrange registration system in online also it will be help for those people
who are in hurry and don‟t want to spend time in long queue so from online they can
buy tickets and without wasting time they can enter.
2) They have to manage customer‟s expectations properly what they are showing and
talking about their service they have to maintain the balance.
3) They have to increase toy items because in rush period customer needs increases
more customers means more needs so more toys need.
4) During peak and off peak hours they have to balance supply and demand.
5) Providing tickets and socks system should make easier.
Conclusion
Babuland is one of the largest indoor playgrounds in Bangladesh. Children of this generation
are not that much lucky to go in the field for playing. There are very low options of
recreation left and now a day‟s children are more attracted to indoor activities. For the need
of entertainment people are taking their kids in indoor playground like Babuland. In our
country we have some selected indoor playground. So Babuland has taken quickly
developing consumer market of Bangladesh. It is one of the newest gaming zone facilities
providers in our country. The environment is healthy and friendly and toys and rides are well
sanitized and hygiene. They are aware of the expectation of their customers‟ needs. Their
management teams are always trying to reach the targeted goal. They also give equal
importance to their new customers and existing customers but sometimes loyal customers
expect extra offerings and benefits. Though they have insufficient management system but
they can overcome through proper system and increasing facilities. Sometimes they failed to
satisfy their customers and they can get rid of it by increasing employees for guidance.
Though it is new they are trying to serving their customers well. They are trying to matching
their performance with promises and they do not actually promise indefinable advertisements
which they cannot offer and for this reason customers are happy and satisfied about their
service.

24. References
Babuland.com. 2020. Indoor Play Ground For Kids In Dhaka | Birthday Parties For Kids In
Dhaka, Mirpur-2, Uttara, Wari | Babuland LTD. [online] Available at: <https://www.babuland.com/>
[Accessed 19 April 2020].
Hello Dhaka. 2020. Babuland - Hello Dhaka. [online] Available at:
<https://hellodhaka.com.bd/listing-item/babuland/> [Accessed 19 April 2020].
Park, S., Park, N., Kingdom, F., Park, J., Park, H., Mela, D., Island, F., Racing, X., Park, A.,
World, F., Park, T., Park, S., Kingdom, F., Park, N., Park, J. and Park, H., 2020. Find Amusement
Parks In Dhaka. [online] Touristplaces.com.bd. Available at:
<https://www.touristplaces.com.bd/dhaka/amusement-parks/> [Accessed 19 April 2020].
Tripadvisor.com. 2020. THE 10 BEST Water & Amusement Parks In Bangladesh -
Tripadvisor. [online] Available at: <https://www.tripadvisor.com/Attractions-g293935-Activities-c52-
oa20-Bangladesh.html> [Accessed 19 April 2020].
Tripadvisor.com. 2020. THE 5 BEST Water & Amusement Parks In Bangladesh - Tripadvisor.
[online] Available at: <https://www.tripadvisor.com/Attractions-g293935-Activities-c52-
Bangladesh.html> [Accessed 19 April 2020].
Worldpopulationreview.com. 2020. [online] Available at:
<https://worldpopulationreview.com/countries/bangladesh-population/cities/> [Accessed 6 April 2020].

25. Appendix A: Commercials
Appendix A: Promotional Campaigns:

26. Appendix B: Information about the Service
Appendix B: Information of the Service

27. Appendix C: Pictures of the Service
Appendix C: Pictures of the Service

28. Appendix C: Pictures of the Service