Group Members ID

Shihab Shariar Muhib 1330300

Abdullah al Sayem 1321105

Hamidur Rahman 1321107

Vaskor Saha joy 1320903

Nahid Imtiaz 1320950

INDEPENDENT UNIVERSITY, BANGLADESH

Course Title: SERVICES MARKETINGCourse ID: MKT-350

Course Instructor:Suman Prosad Saha

Super Cut Saloon Services

Submitted By:

INTRODUCTION Traditionally beautification has always been seen as a woman's trait in Bangladesh. But as

globalization amplified men also became conscious about their beauty and look mainly due to

the change in socio-cultural facets tastes and preferences regarding fashion. Thus visiting the

beauty salons is now a running trend for men to ensure fashionable status.

Today’s men believe in beauty too. More and more men are heading towards the parlors that

specialize in men's grooming to enhance their looks and maintain a certain image. Thus it is

creating a new category of beauty conscious clientele.

Super Cut Salon is not just a typical salon for hair cut, wash and set. It is an institution of beauty

that pampers individuals from head to toe. Whether you are looking for a hair salon, or a great

place for facials Super Cut Salon is the answer. Super Cut Salon established in 1997 in ring road

MOHAMMADPUR. They have 4 branches which are located in Mirpur, Banani, Mohammadpur

and Baily road .Their service hour is 10 AM to 10 PM. In their Mohammadpur branch Super Cut

has eight Hair stylists to provide the services. Super Cut Salon have membership program which

helps them to keep their customers information for future services. Their motto is “We care for

your hair”.

Super Cut Salon Services are:

HAIR CARE

HAIR CUT

HAIR COLOUR

HAIR TREATMENT

SHAVING

SKIN FACE CARE

FACIAL

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1. Assurance:

Assurance is defined as knowledge and courtesy of employees and their ability to inspire trust

and confidence. On the other hand assurance means the polite and friendly staff, provision of

financial advice, interior comfort, eases of access to account information and knowledgeable and

experienced management team.

strongly Disagree19%Disagree

10%Neutral

29%Agree26%

strongly Agree16%

Employee instill confidence in cus-tomer

Figure 1.1 - Employee installs confidence in customers

1.1. Employee installs confidence in customers: We conduct our survey on “Super Cut”

salon to find out about Assurance which is one of the service quality dimensions. We want to

know “does employee instill confidence in customer”. From this survey we find that 16%

customers strongly believes that employee establish confidence during the services .Also 26%

customer feel the same way with those 16% customers. Where total 29% of disagree with us

they believe employee still have lacking to establish confidence on customers mind. Also 29%

of customers are neutral on their point of view.

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strongly Disagree3%Disagree

17%

Neutral 17%

Agree47%

strongly Agree17%

Enough Knowledge about service

Figure 1.2 - Enough Knowledge about Service

1.2. Enough Knowledge about Service: This graphical data analysis we find out total

63% customers agreed with us on Super Cut salon employees Skill and knowledge. On

this 63% customers 17% are strongly agree and other 46% agreed that employee on

super cut salon has enough knowledge on their services. On the other hand 17%

customers are neutral on employee’s knowledge matter. The total 20% of customers are

disagreeing on employee’s knowledge; among 3 % strongly disagree with other

customers. They don’t think super Cut employee has enough knowledge to provide their

services.

strongly Disagree3%Disagree

17%

Neutral 27%Agree

13%

strongly Agree40%

Courteous to customer

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Figure1.3- Courteous to customers

1.3. Courteous to customers: From this survey we find that 40% of customers

strongly agreed that Super cut salon employees are courteous to their customers. Also

another 13% customers group is also agreed with those 40%. We also find total 20% of

customers have different opinion, among them 3% of customers are strongly disagreed

on Super Cut employee’s attentiveness. From our survey 27% customers have neutral

opinion. .

2. Empathy:

Empathy means the caring and individual attention the firm provides to its customers. It involves

giving customers individual attention and employees who understand the needs of their

customers and convenience business hours. Giving individual attention; convenient operating

hours giving personal attention; best interest in heart and understand customer’s specific needs is

known as empathy.

strongly Disagree10% Disagree

7%

Neutral 33%Agree

37%

strongly Agree13%

Listen to customer specific Need

Figure2.1-Listen to customer specific need

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2.1. Listen to customer Specific need: Does employees listen to customer specific

need? From this question we find that most of the customer believe super cut employee

provide individual attention to its customers .13% of customer are strongly agree upon

and also another 37% customers also agreed on this. We also find that total 17%

disagree on this question and other 33% customers have neutral opinion. So this data

show us super cut salon employees are listen specific customers need.

strongly Disagree17%

Disagree30%Neutral

17%

Agree10%

strongly Agree27%

Give individual Attention

Figure2.2- Give Individual Attention

2.2. Give Individual Attention: These surveys show us 27% of customers are strongly

believed employee of Super cut give individual attention. Also another 10% are also

agreeing upon that. This graphical data also show us total 46% of customers don’t think

“Super cut” employees don’t give individual attention to its customers where17% of

customers have neutral point of view.

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strongly Disagree13%

Disagree10%

Neutral 33%

Agree27%

strongly Agree17%

Provide extra Benefits

Figure 2.3- Provide Extra Benefits

2.3. Provide extra Benefits: This graphical survey helps us to find proper data on

extra benefits activity. This data shows us 17% of customers strongly agree and other

27% of customers agreeing that super cut employee provide extra benefits .On the other

hand total 23% of customers disagreeing on any kind extra benefit regarding services.

On this graph we can also see 33% of customers have neutral opinion on Salon extra

benefits activities.

3. Responsiveness:

Responsiveness defined as the willingness or readiness of employees to provide service. It

involves timeliness of services. It is also involves understanding needs and wants of the

customers convenient operating hours individual attention given by the staff attention to

problems and customers safety in their transaction.

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Disagree20%

Neutral 37%

Agree13%

strongly Agree30%

Never too busy to respond customer request

Figure 3.1- Never too busy to respond customer request

3.1. Never too busy to respond customer request: We conducted our survey on

“Super Cut” salon to find out about Responsiveness which is one of the service quality

dimensions. We want to know does employee busy to respond customer request. From

this survey we found that 30% customers strongly believe that employee are not too

busy during the services. Also 13% customers feel the same way with those 30%

customers. And another 37% customer thinks that they are doing right during the

service. Where total 20% of disagree with us they believe employee still have lacking to

respond customer request.

Disagree13%

Neutral 23%

Agree43%

strongly Agree20%

Willing to help if customer has any problem

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Figure3.2 - Willing to help if customer has any problem

3.2. Willing to help if customer has any problem: From this graphical data analysis

we found out total 64% customers agreed with us on Super Cut salon employees they

are willing to help the customer. On this 64% customers 20% are strongly agree and

other 44% agreed that employee on super cut salon are willing to help the customer. On

the other hand 23% customers are neutral on employee’s willing to help matter. The

total 13% of customers are disagreeing on employee’s willingness to help. They think

those super Cut employees are not willing to help the customer to provide their services.

strongly Disagree10%

Disagree10%

Neutral 28%Agree

17%

strongly Agree34%

Inform customer when will be the service performed

Figure 3.3 - Inform customer when will be the service performed

3.3. Inform customer when will be the service performed: From this survey we

found that 35% of customers strongly agreed that Super cut salon employees are Inform

customer when will be the service performed. Also another 17% customers group is also

agreed with those 35%. We also found total 20% of customers have different opinion

among them 10% of customers are strongly disagreed on Super Cut employee’s

attentiveness. From our survey 28% customers have neutral opinion on employees

Inform customer when will be the service performed.

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strongly Disagree11%

Disagree14%

Neutral 18%Agree

32%

strongly Agree25%

Give customer Prompt service

Figure3.4 - Give customer Prompt service

3.4. Give customer Prompt service: Does employees give customer prompt service?

From this question we find that most of the customer believe super cut employee

provide prompt service to its customers. 25% of customers are strongly agreed upon and

also another 32% customers also agreed on this. We also find that total 25% disagree on

this question and other 18% customers have neutral opinion. So this data show us super

cut salon employees are provide prompt service to customer.

4. Reliability

Reliability means Ability to perform the promised service dependably and accurately,

Dependability in handling customer’s service problems, providing service at the promised time.

Reliability is error free service.

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strongly Disagree7% Disagree

3%

Neutral 33%

Agree30%

strongly Agree27%

Error free service

Figure 4.1- Error free service

4.1. Error free service: We conducted our survey on “Super Cut” salon to find out

about Reliability which is one of the service quality dimensions. We want to know does

employee install confidence in customer. From this survey we found that 27% customers

strongly agree that employee establish confidence during the services .Also 30%

customer feel the same way. Total 3%disagree and 7% are strongly disagreeing. Also

33% of customers are neutral on their point of view.

strongly Disagree10% Disagree

10%

Neutral 20%

Agree43%

strongly Agree17%

Service as promised

Figure4.2- Service as Promised

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4.2. Service as Promised: We conducted our survey on “Super Cut” salon to find out

about Reliability which is one of the service quality dimensions. We want to know does

employee install confidence in customer. From this survey we found that 17% customers

strongly agree that employee establish confidence during the services .Also 43%

customer feel the same way. Total 10%disagree and 10% are strongly disagreeing. .

Also 20% of customers are neutral on their point of view.

strongly Disagree7%

Disagree21%

Neutral 21%

Agree14%

strongly Agree38%

Performing service at right time

Figure 4.3-Performing service at right time

4.3. Performing service at right time: We conducted our survey on “Super Cut”

salon to find out about Reliability which is one of the service quality dimensions. We

want to know does employee install confidence in customer. From this survey we found

that 38% customers strongly agree that employee establish confidence during the

services Also 14% customer feels the same way. Total 20% disagree and 7% are

strongly disagreeing. Also 21% of customers are neutral on their point of view.

5. Tangibles

In marketing, the word "tangible" refers to things that are physical, that is, items that can be

touched, seen, heard or smelled. Tangible marketing is the use of promotional items to contribute

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to brand recognition and customer loyalty. Tangibles provide physical representations or image

of the service that customer particularly new customer will use to evaluate quality.

strongly Disagree

13%

Disagree20%

Neutral 20%

Agree30%

strongly Agree17%

Service area neat & clean

Figure 5.1: Service Area is Clean

5.1. Service Area is Clean: We conducted our survey on “Super Cut” salon to find out about

tangibility which is one of the service quality dimensions. From this survey we can found

information about service area neat & clean from the customer. So let’s see our survey

result 17% customers strongly agree that our service is neat and clean. Also 17% customer

are agree to our service is neat and clean. And another 13% customer is strongly

disagreeing and they are saying our service area is not neat and clean. Another 20% are just

only disagreeing. Another 20% customer is fully neutral actually they had no opinion

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strongly Disagree10% Disagree

13%

Neutral 23%Agree

20%

strongly Agree33%

Have modern equipment

Figure 5.2- Have Modern Equipment

5.2. Have Modern Equipment: From this graphical data analysis we found out total

20% customers agree with us on Super Cut salon have modern equipment. On this

strongly agree are 34% customers and another 13% customer are disagree that super cut

salon have modern equipment. On the other hand 10% customers are strongly disagree

the super cut salon have modern equipment. The total 23% of customers are neutral they

have no opinion about have modern equipment service.

strongly Disagree3%Disagree

3% Neutral 20%

Agree33%

strongly Agree40%

Provide Eye catchy Price Catalog Book

Figure 5.3- Provide Eye Catchy Catalog Book

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5.3.Provide Eye Catchy Catalog Book: From this survey we found that 40% of customers

are strongly agreed that Super cut salon are provide detail catalog book . Also another

34% customers are just only agreed super cut salon are provide detail catalog book. We

also found total 3% customers are strongly disagree and also 3% customer are just only

disagree super cut salon are providing detail catalog book.. From our survey 20%

customers have neutral opinion on the super cut salon are provide detail catalog book.

3p’s of Service MarketingThe differences between services and products is one is intangible and another one is tangible.

The 4Ps marketing mix is Product, Price, place and Promotion are used for product. It has been

extended to include three additional 3Ps: People, Physical Evidence and Process for services

marketing. It influences the customer’s decision to purchase a service, the customer’s level of

satisfaction and repurchase decisions.

People: People are not those who actually provide the service but also those who actually get

the service. This is one of the vital elements of marketing mix. This may include store’s

employee, the customer, and other customer in service environment. So in super cut men’s salon:

Employees: Employees are the heart of any organization. There are 11 employees that

work there and provide the best service as they promised to their customer. Super cut

always select the best employees for their store. These employees are well trained and

experienced about their work .For that they provide the best service to the customer’s

effectively. Employees also give them suggestion what style suit on them, what to do

with their face, how he looks better than the present. The employees of the super cut are

very favorable and always try to get close to the customer because of know about their

preference.

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Manager/ Receptionist: Manager is also the employee but their responsibility is not

suggested or get closer to customer to know their preference. Their responsibility is

managed the other employees and the store also. Reporting to the owner is one of the

parts of their activity.

Customers: Customers are the one who receive service from Super cuts. They pay for

their service. After the service customers paid for the service by using cash or credit/debit

card. Customer pays a fixed amount for each and every service. So Customers represent a

productive resource.

Process: Process is referred to as the procedures, mechanisms and flow of activities by

which the service is delivered. Service providers can adopt a variety of delivery processes and

charge different prices for its services.

Like other salon, super cut’s main object is providing the best hair cut to satisfy their customer.

Every customer Judge them every time. So they take enough time to provide the service.

Sometimes customer gets irritated and bored when they have to wait. They take magazine and

newspaper for their mental stimuli. But they more focus on customer satisfaction. If the customer

satisfied they believe they will come again and again & also suggested the others about their

service. They never do anything hurry because once the service will failure customer won’t come

again. Satisfying customer needs is their main objective in processing the service.

The processes in naturals are simple and transparent. The customers are greeted by receptionist

asked to wait if all their employees are engaged. Music and magazines make the customer to feel

good when they are waiting. The information is passed to the employees once they are free, and

then they take over the customer

When a customer comes into their store for cutting hair they ask their customer what is their

preference. Then they use water to wet their hair because ease of cutting hair. They use Scissors

or haircut machine with comb and use hoof to shape up the hair.

They also provide the facial, face wash, hair treatment by using many world class cosmetics.

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Super cut salon provide the best service to their customer. They use much equipment for

providing the service. But before that they clean everything or use new thing for customer. Like

before the every shave they use a new blade for delivering the service. They always keep their

equipment clean.

Physical Evidence: Physical evidence is all includes all the tangible representations of

service. These tangible things are use in service to make the service easier and quality full. Al

most every service is now quite impossible not to use any tangible things

So in super cut salon used lots of tangible things to provide the best service to the customer.

They are:

Reception: Super cut has well decorated reception for welcoming their customers. They

welcome them in their store with greetings. If the service are is busy they tell their

customer to wait in the reception

Interior decoration: The decoration of the super cut salon is very good. They decorate

their store a colorful decoration which makes their customer think that the hair salon is

expensive and their service quality is very good. This decoration makes a positive

perception about super cut service. They create a homely decoration in their store and the

whole store fully air condition.

Membership card: Super cut always tries to encourage the customer to make

membership card. They want to make a relationship with their customer and make them

loyal to them. They always provide some extra benefit to membership card holder like

discount, free service, gifts and others.

Uniform: Super cut salon provide their service employees a selected uniform in the

service are. They wear brown shirt and black plant and show who provide the service.

This uniform set a mind about their quality

Music system & Vacuum cleaner: Super cut has music system in their reception. They

always play their music system in the reception hall also in the service are. They also

have a vacuum cleaner in their store to clean up. They use it in every 3 hours to lean the

hair from the floor.

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Magazine, newspaper and price catalog book: Super cut provide their customer news

paper and magazine in reception area. When the store is busy mostly in pick day

customer get bored and irritated to wait. That’s why they provide this stuff to stimuli

customer mind.

They also provide the price catalog book on the reception. From this customers can get

idea about the price and about the service in details. They also know what types of

services provide them.

Service Perform Equipment: super cut use all the modern equipment to provide the

quality service to their customer. These equipment uses in various types of service they

provide. These equipment are :

Scissors

Haircut Machine

Comb

Hoof

Blade

Cosmetics

Shampoo

Hand shower

Vaccine

Barber chair

Barber Baby Car

Head Streamer

Face Streamer

Saving Cream

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ConclusionThis Survey measures super cut Mohammadpur branch’s service quality. This survey gives the

whole overview whether customers are satisfied or not with the service they get from Super cut.

The survey was categorized in five dimensions, and it included question about service quality.

Customers had five to inform us about their service experience. Every customer gave their

personnel opinion about the service they get from the super cut. By this survey they can easily

get answer of their questions. They just needed to think before they submit their answer. There

are many areas where super cut is providing good services and few areas they are unable to

satisfy their customer. So our survey find out the overall service of the Super cut. They are

almost successful to satisfy their customer by their quality service. That’s why they have good

reputation in all other four branches.

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Reference Service Marketing : 6th edition - Zeithaml,Bitner,Gremler,Pandit

http://www.wisenepali.com/2015/03/3-ps-of-service-marketing.html

http://themarketprof.blogspot.com/2012/10/understanding-4-3ps-7ps-of-marketing.html

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