FINAL REPORT

FINAL REPORT1

NASREENS SALONSUBMITTED ON:SUMITTED TO: MAAM KAUSAR SAEEDSUMITTED BY: ZAINAB LAKHANI MARYAM SAYA MARINA KHAN ABDULLAH HASHMI NIDA AFZAL SHEIKH SHAYAN ALI TEJANI

TABLE OF CONTENTContents

ACNOWLEDGEMENT4EXECUTIVE SUMMARY5About: Nasreens Saloon6Services Offered:7SWOT analysis9SERVICES MIX10SERVICE BLUE PRINT14Service Gap Model15Service Profit Chain18The Service Marketing Triangle20Hard and Soft Standards of Nasreens Salon:22Hard Standards:22Soft Standards22SERVQUAL MODEL23RELIABILITY23RESPONSIVENESS23ASSURANCE24EMPATHY24TANGIBLES24SERVICE DELIEVRY PROCESS25SERVICESCAPE:25STRATEGIC ROLE OF SERVICESCAPE25ENVIORNMENTAL DIMENSIONS OF THE SERVICESCAPE26EMPLOYEE ROLE IN SERVICE DELIEVERY28CUSTOMER ROLES IN SERVICE DELIVERY30CUSTOMER ROLES30Customers as productive resources:30Customers as contributors30Customers as competitors30STRATEGIES FOR ENHANCING CUSTOMER ROLES31Define customer jobs31Recruit, educate and reward customers31Manage customer mix31Recommendations32

ACNOWLEDGEMENT

We are profoundly grateful to Nasreens Salon for providing us material for our term report of service marketing. I especially thank Ms. Nasreen Yonus, The owner of Nasreens Salon who graciously contributed her comments and gave us her time and helped us out to the maximum. We are also very thankful to our Service Marketing teacher Maam Kausar Saeed for providing us with helpful lectures which made us clearly understand the concepts of Service Marketing and we got a clear understanding of the importance of Services and its application in real business scenarios. We immensely appreciate all your guidance, love and support.While making this report we went through many phases which helped us to accumulate valuable knowledge and it even enhanced our capability to do research work as well as improved our presentation skills.

EXECUTIVE SUMMARY

We chose Nasreen's Salon as the service provider for Services Marketing term project. Our objective was to find the major factors behind the success and consistent performance of the salon with the different service strategies used by the salon.It is a relatively a new salon and due to the salons success and performance at par, we feel this is an interesting study to analyze the success in their service providing decisions along with the service mix strategies to identify the strategies used by the salon which is the reason of its success. Also, there is ample amount of competition which Nasreen's salon is facing from the other newly evolved salons like Raveena's salon, Saman, Blush, Shamain and the old ones like Delux, Elliment, Angies and Allenora. In order to conduct our research we personally met the owner of Nasreen's Salon along with employees present at the salon. The girls of our team took the services at the salon as well.In this report we have identified the service mix, services design, service strategies, service delivery processes, service blue print process, front line activities, backstage activities, services, gap model and the recovery processes and recovery strategies implemented and used at the Nasreen's Salon which helps the Salon rendering the best of services to its clients.

About: Nasreens SaloonIn 2013, Nasreen came up with an idea of opening a saloon in a heart of Karachi. A lot of market research was incorporated in order to select the locality as a result she decided to choose Khadda Market where a lot other established parlors are already in function. Keeping in mind the market situation and cut throat competition she faces from its competitors she realize that in order to have a competitive edge she needs to offer something different. Nasreen has been in this career from the past 25 years. She has been serving in most reputable parlors of Karachi as a very efficient and hardworking employee. One of the few parlors she works at includes Nina Lotia, where she was renowned for her hair cut and hair colors. Later she worked at Bina Khan as her assistant and did spectacular job in the makeup line. Nasreen later realized that in order to enhance her experience and polish her skills she should attend some training sessions. Following her dreams she went to Dubai and later was sent to Islamabad by LOreal and Guinot in to order gage knowledge of their products. She also grabbed the opportunity of being a trainee at Tony and Guy Institute, upon returning to Pakistan Nasreen continued her job along with home to home service which she provided to her exiting clients. This helped her increase her clientele along with gaining valuable experience. In 2012 one of her client offered her to open up a parlor on rental basis. This was the reason behind the idea that sparked of opening up her own parlor. She discussed this with her clients, who had confidence in her that she will effectively run the parlor in a profitable manner, With almost 25 years of experience Nasreen decided to seize the opportunity In front of her eyes and finally opened the doors of her saloon. Where her creativity shall see no bounds.With sheer determination and enthusiasm the launch of Nasreens Saloon took place in March 2013. She aims to cater to the needs and requirements of her customers in utmost professional manner and in a congenial atmosphere with state of the art facilities.Services Offered:Top quality products are used at Nasreens Salon including Label M, Dermalogica, Guinot, LOreal , INOA, Wella and other products that are considered to be of the highest standards according to international industry. Nasreen takes special care in hygiene and safety standards for all services offered at the salon.Nasreen due to sheer determination and her passion for her job has made her stand out in the market place. Her saloon is known for the outstanding quality and physical evidence. Due to this reason her saloon has grabbed the attention of the elite class of Karachi enabling her to prosper.Location21-d mezzanine, 1oth Street, khadda market, DHA, Karachi. Parlor timings 10:00AM TO 8:00PM DAILYServices Include Massage Face wax Threading Body wax Manicure Pedicure OPI manicure OPI pedicure Hand and feet scrub Hair cut Nasreens volumizing blow dry Hair styling Streaking LOreal roots INOA roots Mythic oil treatment Pro keratin treatment Herbal hair treatment X-tenso Normal cleansing Normal facial Guinot whitening facial Guinot double peal facial Guinot lifting facial Guinot polish Bleach (face, body) Bridal make up Party make up

Ambience The saloon has a beautiful interior along with a classy infrastructure. It follows a contemporary and stylish theme. A very soft music is played in the background and a beautiful lavender aroma surrounds the facilities of the parlor at all times. This ensures a pleasant experience for all the customers providing them a relaxing environment. SWOT analysis

Opportunities Evolving hair styles and styling methods Introducing new product line Advancement of technology Un-tapping new markets

Strengths Exuberant clientele listSuccessful marketing campaigns Excellent operations Well trained staff Convenience (locality) Inventory management

Threats Competition new entrance Law and order situationEconomic down turnsIncreases taxesChanging demographicsIncreased competition from salons and spasWeaknesses Lack of facilities in peak hours Shortage of staff Has no other branch Absence of hair cut professionals other than the owner Inefficient management of client complains

SERVICES MIXThe 7Ps of Marketing:According to Lancaster and Reynolds (2004) The four Ps of the marketing mix are Product, Price, Promotion and Place, but when it comes to service marketing 3 new Ps are added which are processes, people and physical evidence. They are the key issues that should be focused on for effective marketing of a service

1. Product:The Product is the first thing that customers scrutinize in order to know its benefits decide whether they should buy it or not. In the case mentioned above, the product is a service. Kotler suggests that the product should comprise of many elements which include variety and quality which are both applicable to this service. The salon already has a variety of services, but to mingle in the minds of individuals, it should also have trained staff, sinks, and a separate section which is just for other services and a comfortable waiting room in order to gain popularity. The following are the descriptions of the salon: Trained staff: The employees are trained properly by professional so that their work is perfect and appreciated by the customers. If the customers are satisfied they will return again and recommend the service to their acquaintances. Their service include: massages, waxing, threading, facial, hair treatments including cuts and styling as well as manicure pedicure. Sinks: Before a haircut, washing the hair is a necessity, and the way back home is a hassle, when someone has a tight schedule. If the salon provides a hair wash facility, the customer tends to be more satisfied. After the haircut, a nice blow dry can make your day. Customers can even go to any occasions from the salon. This will help them and they will recommend this service to their acquaintances. Separate services section: The other services, which are more private like waxing and facials will be done in a separate section, where the customers can come and the staff responsible for that section would provide them with a catalogue, from which they can select whatever package they want. This will earn some extra revenue for the shop, and if the work done is good, it will also help them gain popularity. Nasreens Salon had efficiently utilized the given space to all these aspects. Comfortable waiting area: The waiting area was well decorated, with comfortable sofas, a television and magazines. This helps the customers pass their time if they have to wait and they will return if the experience is comfortable for them.

2. Price:The price in this business is a huge factor, because the competitors will always try to give a lower price. Lower price is always an advertisement itself. Many services could be combined together and offered at a lower price. However it is an effective tool to draw the attention of people. It could be used in various ways, such as: Buddy Discount: Many people like to take their friends or colleagues to the salon, so that they can gossip during the haircut. Buddy discount is a discount provided when customers arrive with friends or colleagues, and they both need a haircut or any other service. This will make the customers bring their friends or colleagues with them, which will help the hair salon. Family Discount: Sometimes mothers often accompany their daughters for a haircut or other services. Family Discount is provided to families who come together to the salon and each use a service. This will attract the middle aged individuals. Weekend Package: This is a package which will consist of various packages like haircut, manicure, pedicure, facial, full body massage and a discount coupon. This will attract many customers who are idle during the weekends. Wedding Package: This will consist of make-up, hairstyling, manicure, pedicure and facial for a Bride on all of the wedding rituals and for five of his acquaintances. If there are more people then there will be additional charges. This package will be beneficial because nowadays this is a trend in this country.3. Promotion:This is focused on the methods used to make the people aware and interested about the services provided by the salon. The customers coming to a salon are usually, the people living nearby the location of the salon. The objective of the promotion in the initial stage would be to educate the people, about the services of the salon to the residents of the area where the salon is situated. Ideally this could be done in various ways, using: Posters: Poster, mentioning about the initial free service have to be put up on most of the walls, in the area surrounding the location of the salon, one week before the inauguration. Leaflets: Leaflets and brochures should be sent inside the popular newspapers to the people living in the area where the salon is located at. Banners: Banners should be put up near schools, colleges and universities in the area surrounding the location of the salon. Newspaper and Magazines: After one week of the inauguration, advertisements about the facilities, package deals and discount should be published on newspapers and popular fashion magazines.

4. Place:The location should be given the highest priority when marketing a salon, because it helps to decide the market targets and the price. The location of Nasreens Salon is Main Khadda Market which is the main hub for salons and this helps in keeping the prices competitive. It is also a residential area, with offices nearby. The residential area would always be a best option because most people get any service in the salons which are near to their house.

5. Processes:Lancaster and Reynolds describe processes as the efficiency of the process in the delivery of the service. The customer satisfaction is determined by the processes of the service and this can be a vital issue. The processes could include many aspects, such as: Hygiene and safety: The equipments used for the service should be sterilized before use, they should be changed after every month and the salon must be kept clean all the time. Quality of the services: Haircutting and other services always take time, the need of the customer should be analyzed by the employee and the work should be done perfectly, so that the customer is satisfied with the service provided. People are often irritated when they have to wait, but since the focus is more on customer satisfaction, if the customer receives a satisfactory treatment she will recommend the salon to her acquaintances. If the work is good, then customers will wait if they have to, to get that service.

6. People:Service is a two way process, the output also depends on the cooperation of the customer. The employees should be well trained and experienced to identify the needs of the customer. They should also have the ability to make suggestions to the customers, and hence they need to be updated every day about new hairstyles and other fashion statements. They should also analyze the mood of the customer and not make too many suggestions and ask for feedback constantly. They should also be very friendly and talk to the customer and try to become close to them, but at the same time also concentrate on their work and the mood of the customer because some customers prefer a quiet environment

7. Physical Evidence:Physical evidence is described as the service firms attempt to give some form of tangibility. This can include the interior and exterior decoration, the uniform of the staff, the receipt they receive after the payment and the brand name for the salon. Nasreens Salon concentrated on the following aspects: Interior and exterior decoration: A light color used for the exterior decoration and the interior decoration created a homely atmosphere and salon was spacious. It was fully air conditioned; it had mirrors all around which made the salon look spacious. There was a functional dispenser, branded products were at display, comfortable sofas for sitting and adjustable chairs were placed for hair cutting and other services. The uniform of the staff: The uniform of the staff was pink colored shirts for all the employees of Nasreens Salon and the name of the hair salon was written in black color on the shirts, for the customers to notice. However, the name of the staff should also be written on the uniform, so that parts of the service stay in the sub conscious mind of the customer. Membership cards: They can also provide customers, with membership cards which will give them some extra privileges, like discounts, or gifts on certain occasions after a raffle draw.

SERVICE BLUE PRINT

Service Gap ModelGAP1: Knowledge gap Gap closedEFFORTS MADE TO CLOSE THE GAP Interaction between the management and the customers Focus on building long term customer relationships Extensive market research Listening to customer complaints and making corrective actionsAccording to the model, the first GAP ocurs bacause of the difference betwen what customers expect and what managers perceive they expect. Major reasons for this gapare lack of marketing research orientation evidenced by insufficient marketing research along with inadequate use of research findings. The lack of interaction between management and customers also adds to this gap that is inadequate upward communication from contact personnel and management. At Nasreens Parlor this gap is closed because the owner herself has got personal contacts with the clients and provide service therefore, there is cross functional interaction between the management and the clients. Alongwith this the owner lays emphasis on fostering relationships with the clients because she believes in retaining clients. The gap doesnt exists due to another reason that is market research was done before the launch of the parlor hence it is situated in an area which helped her generate revenues in no time. Additionally, they created awareness through social media and in no time people readily accepted it. Moreover, the parlor has a process of tracking complaints so that service recovery can be incorporated.GAP 2: Standards Gap Gap closed.EFFORTS MADE TO CLOSE THE GAP: Systematic service development process Focus on customer requirements Clean environment Maintenance of service escapeManagement must first understand exactly what the customer wants. If this understanding is not present, it will be impossible for management to know whether their expectations are aligned with customer specifications. This gap doesnt prevail at Nasreens Salon because they have very well defined service designs and service development process which are executed in a standard manner. The management undertakes efforts to focus on customer requirements therefore complaints are addressed in an efficient manner. One more reason that covers the gap is service quality goals being met at the parlorGAP 3: Delivery Gap Gap exists.Reasons: Deficiencies in human resource policies Some customers who negatively impact each other Difficulty controlling quality and consistency Failing to meet the demand at peak hoursThe discrepancy between service specifications and the actual service delivered initiates this gap. This gap appears when employees are unable to perform the service at the desired level. Various reasons are: role ambiguity, role conflict, poor employee-job fit, poor technology-job fit, inappropriate control systems leading to inappropriate evaluation/compensation system, lack of perceived control on the part of employees, and lack of teamwork.It was noticed at Nasreens Salon that there was role ambiguity problem because of the poor employee technology job fit. The employees that were hired, few of them lacked proper knowledge of the operation of devices. In addition, the staff complained about the compensation system out there. They believd that were not appreciated and given recognition for their work. This gap is enhanced due to problem with customers lack knowledge of their roles and responsibilities therefore have a negative impact on their experience. Since it is a service industry therefore maintaining the service qulaity is very crucial and because of this consistency is affected as employees are expcted to perform up to the mark every time which was not prevailing at Nasreens Salon. Lack of facilities during the peak hours was noticed hence demand could not be catered.GAP 4: Internal Communication Gap Gap prevails.Reasons: Lack of integrated services marketing communications Inadequate education for customers Absence of customer expectation management through all forms of communicationThe difference between what a firm promises about a service and what it actually delivers is described as Gap 4. Two factors contribute to this gap; Inadequate communication among operations, marketing and human resources and Propensity to over-promise in communications. The above mentioned gap exists at Nasreens Salon due to the tendency of viewing each external communication as independent and not involving the lower hierarchy in communication plans. The problem of inadequate education for customers was also brought to light which enhances the gap. Moreover, it was noticed that there was hardly any communication done through advertising in social mediaService Profit Chain

The service-profit chain model tries to link all the components required to make an organization successful. According to this model, a company that performs well in one aspect and poorly in another will eventually develop problems that affect the entire organization. This working model highlights the importance of the links between quality management, a good work force and exceptional service to the customer.The model suggests that there exists a connection between high profits, customer loyalty and satisfaction and employee productivity and satisfaction. The application of this model first considers profits generated by the loyalty of a customer. Under this model, the customer's satisfaction directly impacts the customer's loyalty. This satisfaction results from the value the customer receives from the company's satisfied and productive employees. Employee satisfaction results from the support of upper management that understands the needs of both the employees and the customers.

Customer Satisfaction Drives Customer LoyaltyCustomer satisfaction does not equal customer loyalty. In order to gain customer loyalty, the customer has to perceive value for money spent. The service-profit chain model recognizes that a customer becomes loyal through this perceived value. Since customer expectations constantly change, the organization must recognize and support these changes.At Nasreens Salon it was seen that the customer loyalty prevailed because customers returned to the parlor for their services and they found the prices to be affordable for the value they were getting. Additionally, the parlor met customer expectations by updating their product line and adapting to the latest trends.ValueValue means different things to different people. Many individuals associate value with an emotional aspect of the purchase based on experiences. For example, a company can create a well-priced product that has exceptional guarantees. However, a customer might not consider this product valuable enough to become a loyal customer. People respond to stimuli differently based on emotions and experiences.As people had different opinions about the parlor and their experience there hence for them value was different. A few customers associated value with the economical prices they were paying for the excellent services. On the other hand, a few associated values for the ambience of the parlor which was eye-catching and depicted luxurious experience and others associated value with the cleanliness element and the privacy they were getting.Employee Productivity Drives ValueThe workforce of a company can help to drive the company's profits. When an organization has engaged, productive and highly satisfied employees, the organization will have a higher chance of succeeding. Many types of businesses from service businesses to manufacturing businesses sell products to customers. If the business's employees have a good working knowledge of the product, the employees have a better ability to service and satisfy customers. Product knowledge comes from both experience and longevity with a company. New employees typically cannot relate to customers as effectively as employees with years of experience working for the company. The service-profit chain model recognizes that employee retention directly impacts customer satisfaction.The employees at Nasreens Salon were highly experienced and had adequate knowledge regarding the equipment they were handling. These employees were bringing in most of the business because most of the clients were taking their appointments. However, the new recruits were facing problems in meeting customer demands because of lack of experience and technological knowledgeThe Service Marketing TriangleInternal Marketing:Internal marketing is the side of the triangle between the organization and the employees who provide services to customers. This takes place through the enabling of promises.

The owner of the Salon, Ms. Nasreen Yonus provides adequate training on the services to be delivered and customer satisfaction service techniques. All employees understand the goals and objectives of Nasreen Salon which is to provide a memorable experience for each guest through exceptional service and technical excellence.

She keeps herself engaged with her employees to know about customer preferences and the changing trends in the market. She has also developed a performance rewards system for her employees who deliver the highest level of customer service. These rewards motivate employees to make their performance effective. Ms. Nasreen believes that if her employees are satisfied with their jobs, it will result in a superior customer service and help achieve the organization's mission.External Marketing:External marketing is one of the important parts of service marketing triangle. Through this, Nasreen Salon makes promises to its customers regarding the treatment they can expect and how it will be delivered. The Salon carries out activities such as advertising through print media and social media. The Salon is regularly featured in magazines. Special promotions are also communicated through magazines and social media. The Salon has an active Facebook Page which is managed by the owner herself in order to keep in touch with clients and receive their feedback.

Mrs. Nasreen has also appeared on television in the past, where her expertise has been demonstrated. This has also resulted in creating an impact in the minds of the consumers. Also, the employees, the design and decor of the facility, and the service process itself also communicate and help to set customer expectations.

Interactive Marketing:The side of the triangle between the employees and customers is called interactive marketing. At Nasreens Salon, this form of marketing revolves around how their employees deliver the services. The goal is to have highly satisfied customers who become long-term, repeat customers. The effectiveness of the interactive marketing relates to the internal marketing efforts of Nasreens Salon, because if the employees are motivated, deliver the promise.

Hard & Soft StandardsHard and Soft Standards of Nasreens Salon:Hard Standards are those that can be counted, timed, or observed through audits (time, numbers of events).Soft Standards are opinion-based measures that cannot be observed and must be collected by talking to customers (perceptions, beliefs). Soft standards must be documented using perceptual data. This means that these must be collected by talking to the customers or employees. This is an important measure because they provide direction, guidance, and feedback to employees by measuring customer perception and beliefs.

Following are the some of the hard and soft standards of Nasreens Salon:Hard Standards:Soft Standards

1. Daily customer visits2. Products used3. Service performed rightly on first visit4. Haircuts5. Equipment

1. Experience2. Reliability3. Facilities4. Hygiene5. Perception6. Satisfaction

SERVQUAL MODEL

RELIABILITYNasreens salon is a reputable salon situated in the area of Khadda Market. It has its own well established clientele that keep going back for the reliable service quality. Nasreen tries to maintain personal relationships with each of her clients and aims to provide them with the best service possible on every visit. At Nasreens Salon they employ the best staff for the job that can deliver excellent service quality each time. Customer appointments are kept on schedule and the employees are highly professional and are able to deal with customer problems efficiently. They make it a point to deliver the best and consistent service every time, however incase of service failure they offer apologies, discounts and free services to make up for it.

RESPONSIVENESSThey are in constant touch with their old and new customers through their face book page. They inform them about the new packages and services available. They respond quickly to any change in consumer demands or trends. They are quick to respond to any queries or questions regarding anything regarding their salon or more. Customers are served at whatever time their appointment is scheduled and they do not have to wait for long. They respond to the customers need before the service, during the service and even after. They address to each customers need and customize service on the point. In order to do so Nasreen empowers the staff and asks them to brief the clients about the service and make necessary changes according to their requirements. They also introduce discounted packages for their old customers and customize it according to the services they need ASSURANCEThe staff at Nasreens Salon the staff is trained and professional who constantly assures the client that they will get the best service. They regularly take feedback from the customers and assure them that their suggestions will be used and are valued. Nasreen herself is a professional beautician who has been in this industry for several years. If a client is unhappy with their service results for example the hair color or rebounding, they offer to do it again for a very low cost. They use the best quality products and encourage clients to see, touch, feel and smell the products being used on them. The whole team of Nasreens salon aim to build trust and relationships with their client. In order to do this they provide complete information to their clients, they use the best products, deliver the best service and charge reasonable prices.

EMPATHYThe staff deals with customers on a one on one basis, they patiently listen to their problem and aim to give them the best solution. They seek to build personal relations with each client and to understand their needs in order to cater to them in the most suitable ways. For example when a client comes for a haircut the professional stylists talk to them and advices them which haircut will suit their face structure and even listen to what they had in mind. They realize their customers need and even cater to them if they walk in without appointment understanding their urgency. The staff keeps a record of all the customers and their preferences, they are trained to address to the clients on a first name basis. They even remember the problems and preferences of their repeat customers.

TANGIBLESNasreen salon has all the latest facilities of providing a good service to their customers. They have all the updated equipment and branded cosmetics. The appearance of employees is very neat and clean and they take special care of hygiene so that nobody gets affected. The ambience is very friendly and relaxing to make sure that the clients get the best experience. They make sure that there is always a pleasant fragrance and mild music which makes the clients feel comfortable. They have a spacious salon with separate portions allocated for each service so that there is no clutter.

SERVICE DELIEVRY PROCESSThe service delivery model consists of three components; servicescape, customer and employee roles.

SERVICESCAPE:The servicescape consists of the physical evidences and tangibles at Nasreens Salon. They affect the clients experience and the flow of service at the salon. STRATEGIC ROLE OF SERVICESCAPEThe servicescape plays many strategic roles in order to improve customer experience at Nasreens Salon. PACKAGEThe exterior and the premises of Nasreens Salon act as the packaging of the salon service offered. The premise is located in the budding area of Khadda Market. It is very well constructed and designed to give a high end image. Moreover, the convenient locality makes it easily accessible to people to locate and reachIt sets customer expectations and service image. The clients feel that the service is good quality and reliable FACILATATORThe central location makes it easy for people to find it and the parking space outside makes it convenient for the clients to park their cars. The comfortable waiting area makes it easy for the clients to wait for their turn or their cars. They can even read magazines or watch TV while waiting. The reclining chairs, mani pedi stations and massage rooms aid in providing of the services. They well thought out structure of salon aids in the flow of the service. The reception is the first thing a client comes across in the salon followed by the waiting area, haircut and makeup area, mani pedi stations and lastly the massage rooms.

SOCIALIZERThe comfortable waiting area helps all the clients interact and socialize with each other. They can discuss services and plan to get other packages for future. It also helps to promote a positive word of mouth. DIFFERENTIATORNasreens salon hasnt done much in terms of differentiating themselves as far as the servicescape is considered. However they did have wifi service available for the clients, not many salons offer that.ENVIORNMENTAL DIMENSIONS OF THE SERVICESCAPE

AMBIENT CONDITIONS They have a comfortable and controlled temperature Well operating Air conditioner Good lightening Pleasant fragrance Mild music playing to cover up the noise of the blow dryer Generator incase of no electricity Makes it comfortable for both customers and employeesSPATIAL LAYOUT AND FUNCTIONALITY They salon is well designed It has enough walking space The equipment available are all in proper working conditionsSIGNS SYMBOLS AND ARTIFACTS The salon name at the entrance Nasreens certificates displayed at the entrance Pictures of makeup done at the salon The price card that lists the services and the prices

EMPLOYEE ROLE IN SERVICE DELIEVERY

The staff at Nasreen Salon is well trained and congenial who aim to provide highest customer satisfaction. Untrained girls are hired as help and are also trained to offer services like waxing, threading and massage. Some services are performed in teams example bridal services while others are performed individually.At the Salon, all the employees strive to deliver excellent service so that the customers can get a relaxing and memorable experience in order to generate positive word of mouth. The job of frontline employees is a high contact job and they interact with the customers in a friendly way so that they plan to revisit the place. The customers interact with the receptionist and then are required to wait for their turn in a waiting room till the respective service is performed.Any shortfall in the service is attended to immediately and Nasreen herself takes a check of the complaint register and personally asks the customer that whether they are satisfied with the service or not.Managers Evaluation of the JobThe manager aims at keeping all the customers satisfied in order to establish long term relationship. She tries that when the clients leave the salon, they feel good about themselves and they sense a change from the service they have received.

ChallengeThe most challenging part of her job is the aspect of Emotional Labor. At work, Nasreen has to make sure that her personal life does not interfere with her work goals for the day. Nasreen said she has to keep a sound mind at all times when on duty and deal with her valuable clients politely despite whatever is at the back of her mind.SatisfactionThe most satisfying part of her job is that her customers look and feel good and give positive feedback about the salon. She loves happy customers. It pleases her that the customers are walking out with smiles on their faces which promises a revisit.FrustrationThe most frustrating part of her job is when customers come through the doors and are difficult to deal with. Those who have no idea as to what they want and no amount of suggestions seem to work in order to gain their satisfaction. Managing employees along with management of staff while attending to her own clients is a tough job.TrainingTraining is an essential part of this business. All employees are trained when they are initially hired. When new services are introduced all employees are trained as to how to apply them. When new stylists come in they are trained by the professionals working there. Nasreen herself and her staff are very active in the provision of all services and the required training is given to them to keep their skills updated at all times.

CUSTOMER ROLES IN SERVICE DELIVERYCustomer role in the salon service is moderate i.e. customer inputs required for service creation.CUSTOMER ROLESCustomers as productive resources:Clients provide important feedback and work with the employees in the service delivery process. They give suggestions in makeup, haircuts, hair dye etc. They can even give suggestions and feedbacks on how to improve the service. Moreover they can also spread a positive word of mouth.However, sometimes the clients have a lot of demands which might be difficult for the management to accommodate. For examples some clients demanded blow-dry should be complimentary with hair treatment while the salon offered paddle dry.Customers as contributorsSometimes clients provide contribution in the service example the volunteer to paint their nails themselves after a manicure or ask to file and cut their nails themselves. Sometimes clients that come for makeup want to do their lipstick and eyeliner themselves.However, when they get desired results they take the credit for themselves and dont appreciate the service of the salon.Customers as competitorsClients take some of the functions of the salon in-house for example they prefer to do their mani-pedi, facial and wax themselves. They only prefer to go to the salon for services they cant do themselves Nowadays people even call ladies home to do these services at a cheaper rate then the salons.STRATEGIES FOR ENHANCING CUSTOMER ROLES

In order to ensure effective customer participation Nasreen takes the following measuresDefine customer jobs Encourage feedback and opinions Encourage socialization between clients Services like facial, waxing etc are not done in front of other clients Each service station is at a distance from another to reduce inter client interaction between services.Recruit, educate and reward customers They tell clients what they are supposed to do while receiving a service e.g. they have to hold their eyebrows while threading. Special clients are given discount packages or free services.Manage customer mix They try to manage different clients by giving appointments at different times. They introduce packages catering to different segments.

Recommendations The parlor basically needs to work on improving the gap it is facing. The front line employees need to be trained to convey to the customers what they are planning to do. Further motivation techniques to be introduced The frontline employees need to be taught the importance of communication. Effective human resource policies Effective role fulfillment by customers, inform them about their role in the service and reward them They should work on the advertising of their salon as they are not very famous They should constantly update their facebook page. Install proper mani pedi stations. They often fall short of staff during peak hours and peak months so they should hire part time employees.