Measuring the service quality of

³BELLEZA SALON´

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Acknowl d m nt i not a m

formalit but a genuine opportunit to t ank

all t ose people wit out whose acti e support, this project would not be possible. Firstl We are very grateful to Mr.Nirav Halvadia, (MBA Coordinator), as well as all others members of the institute, who gave us this excellent opportunity to give answer for the BELEZA SALON Words defeat us in expressing my deep sense of gratitude for Mr. Rizvaan Khan (Area Manager, BELEZA SAL N)31/32- Advait shooping mall, Opp Soham tower, Vastrapur , AHMEDABAD whose support and practical guidance enabled us to overcome all the challenges posed during this project. We learned a lot from their wide knowledge and experience. Special thanks are to all the other staff, Colleagues, Friends for all the encouragement, inspiration and motivation.

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Practice makes a man perfect. We have taken the information in one of the major player of salon , has indeed been very interesting and a good learning process for me. This practical training makes it easy job to understand the work methodology of the salon and candidate can get detailed knowledge about specific specialization area of service quality . It is a famous saying in Japan that the person who has read 1000¶s of pages is not worth that the person who has traveled for 100¶s of meters. This indicates the importance of exposure to the practical life. Knowing the importance o f practical knowledge this M.B.A program is having an integral part training of two months as a practical fulfillment of the course and that¶s why we get the opportunity of working with BELLEZZA SALON. We have tried our level best to collect the information. All the required relevant information has been obtained from the company. The report is made on the basis of the discussion with executives of the company and other source of information. This exercise has helped us to sharpen many skills. In the mean time of our project we have learned many things. Like how an employee behave in the organization. As well as quality

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INDEX
CH NO.
A B 1 2 3 4

PARTICULARS
ACKNOWLEDGEMENT

PAGE NO

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PREFACE
INTRODUCTION OF SERVICE QUALITY INTRODUCTION OF BELLEZZA SALON RESEARCH OBJECTIVE RESEARCH METHODOLOGY -> RESEARCH DESIGN -> SAMPLING DESIGN ->SAMPLE SIZE DETERMINATION -> SAMPLING TECHNIQUE ANALYSIS & FINDINGS -> ANALYSIS BY CHART -> TABULAR FORM OF DATA RESEARCH CONCLUSION BIBLIOGRAPHY ANNEXURE 5 10 13 15

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6 7 8

43 45 46

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DEFINING SERVICE QUALITY
Quality is an extremely difficult concept to define in a few words. At its most basic, quality has been defined as conforming to requirements .This implies that organizations must establish requirements and specifications; once established, the quality goal of the various function of an organization is to comply strictly with these specifications. Many analyses of service quality have attempted to distinguish between objective measures of quality and measures which are based on the more subjective perceptions of customers. A development of this idea by Gronroos identified µtechnical¶ and µfunctional¶ quality as being the two principle components of quality. Technical quality refers to the relatively quantifiable aspects of a service which consumers receive in their interactions with a service firm. Because it can easily be measured by both customer and supplier, it forms an important basis for judging service quality. Examples of technical quality include the waiting time at a supermarket checkout and the reliability of train services. This, however, is not the only element thatmakes up perceived service quality. Because services involve direct consumer producer interaction, consumers are also influenced by how the technical quality is delivered to them. This is what Gronroos describes as functional quality and cannot be measured as objectively as the elements of technical quality. In the case of the queue at a supermarket checkout, functional quality is influenced by such factors as the environment in which queuing takes place and consumers perceptions of the manner in which queues are handled by the supermarket¶s staff. Gronroos also sees an important role for a service firm¶s corporate image in defining customers¶ perception of quality, with corporate image being based on both technical and functional quality. INTRODUCTION OF SERVICE QUALITY Quality improvement and adherence to accepted norms of quality are central to the modern concept of marketing of services. The quality of service delivery results in customer satisfaction and their retention as it reinforces the perception that the value of the service received is greater that the price paid for it. Some important concepts are:-Modern quality concepts result in better profitability, which is the main goal of all the business. Quality control has much to do with changing the frame of min d and psychology of the service provider and particularly the front -end and back-end employees actually providing the services. We need to know how this fundamental change in attitude can be brought about. Traditionally, most service providers have felt that they know all there is to know about the customers and their requirements. This self-satisfied approach needs to be changed. Development of feedback systems is very essential part of the quality improvement. How this can be used to develop better quality standards is an issue of immense importance. Goal setting and adherence to the goals are both essential to ensure continuous improvement in the quality standards.
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Quality improvement and adherence to accepted norms of quality are central to the modern concept of marketing of services. The quality of service delivery results in customer satisfaction and their retention as it reinforces the perception that the value of the service received is greater that the price paid for it. Some important concepts are: OBJECTIVES OF SERVICE QUALITY The subject of service quality has aroused considerable recent interest among business people and academics. Buyers have always been concerned with quality, but the increasing competitive market for many services has led consumers to become more selective in the service they choose. Conceptualizing the quality for services is more complex than for goods. Because of the absence of tangible manifestations, measuring service quality can be difficult but there are possible research approaches. Comprehensive models of service quality and there limitations can be studied. Understanding just what dimensions of quality are of importance to customers is not always easy in their evaluation process. It is not sufficient for companies to set quality standards in accordance with misguided assumptions of customers¶ expectations. A further problem in defining service quality lies in the importance which customers often attach to the quality if the service provider is distinct from its service offers ± the two cannot be separated as readily as in the case of goods.

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SERVICE QUALITY DIMENSIONS
Service quality is a perception of the customer. Customers, however, form opinions about service quality not just from a single reference but from a host of contributing factors. Service marketers need to understand all the dimensions used by customers to evaluate service quality. David Garvin in the article µCompeting on the Eight Dimensions of Quality¶ identified the following eight dimensions of quality applicable to both goods and services. These include: Performance, Features, Reliability, Conformance, Durability, Serviceability, Aesthetics, Perceived quality or prestige a. Reliability:-This dimension is shown to have the highest influence on the customer perception of quality. It is the ability to perform the promised service dependably and accurately. Sahara Airlines, an upcoming domestic air carrier within India, has been striving to protect itself as a reliable airline. It hopes to differentiate itself from other airlines Indian Airlines. tect this reliability, When service delivery fails the first time, a service provider may get a second chance to provide the same service in the phase called µRecovery¶. The expectations of the customer are usually higher during the recovery phase than before because of the initial failure.. The reliability dimension, which ensures timely delivery time after time, helps the service provider to meet the customer expectations fully at the lowest level of service expectation. b. Responsiveness:--It is the willingness of the service firm¶s staff to help customers and to provide them with prompt service. The customers may have queries, special requests, complaints, etc. In fact, each customer may have problems of his or her own. While the front-end employee may have been trained or equipped to deliver standardized services, the customers want them to go beyond this limit. It is the willingness to help the customer or willingness to go that extra distance that is responsiveness. Example: A customer calls room service to find out if they would pack a Jain lunch. It is not the hotel¶s normal policy to cook such specialty and customized meals. -The second aspect of responsiveness is speedy response to a customer request. When response is delayed customers usually loses interest. Many sales representatives respond on the phone, µI will call you back¶. The call is never returned. The customer draws his or her own conclusion about the quality of service he is likely to receive in the future.

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c. Assurance:-It defined as the ability of the company to inspire trust and confidence in the service delivery. It refers to knowledge and courtesy of the service firm¶s employees and their ability to inspire trust and confidence in the customer toward the company. This dimension is considered vital for services that involve high risk as customers may not be able to evaluate all the uncertainties involved in the process by them. Example: Medical services requiring complex uncommon procedures, sales / purchase of financial securities, investment issues, legal affairs, etc. demand this service quality dimension. There are property developers/builders who provide a list of previous buyers of flats or apartments to potential buyers. d. Empathy:-It refers to the caring, individualized attention the service firm provides each customer. When service provider puts himself in the shoes of the customers, he may see the customer¶s viewpoint better. When customers feel t5hat the provider is making his best effort to see their viewpoint, it may be good enough for most. Example: a lady customer with a young child arrives slightly late at the check -in counter and requests the agent for a seat along the aisle and near the toilet. e. Tangibles:-It refers to physical facilities, equipment, and appearance of a service firm¶s employees. The job of the tangible and physical evidence of a service is multifunctional. When a patient in the waiting room of a clinic sees the doctor¶s certificate, he becomes aware of the quality of service he is about to receive. If a dental clinic provides patients with clean rubber footwear and freshly laundered bibs or coats before the actual service, the patients and their accompanying relatives or friends will be impressed. A dentist dressed in a spotless white coat is likely to impress, them even further. Tangibles provide the customer proof of the quality of service.

Service sector provide 12.68% of total female employment. Service sector plays a leading role in economy, and contributes to around 68.36 % of the overall average growth In gdp between 2002 to2008.

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Hair Cuttery is a full-service salon offering haircuts color per s relaxers an styling services - all at great prices. Plus we'll sha poo an con ition your hair for free. Just walk in to any of our nearly 800 hair salons on the East Coast fro Flori a to New Englan an in the Chicago area. There's always a Hair Cuttery salon conveniently locate in your neighborhoo . As the largest privately -hel «

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HISTORY
Bellezza Salon build out began near the end of 2005 while beginning operations in early 2006. Built to cater to the high-end salon clientele, the Bellezza Salon atmosphere is reminiscent of old-world Italian luxury. The combination of small and delicate details along with the impressive and decorative yet functional Salon equipment treats clients to a superb beautifying experience. From the beginning Bellezza has comfortably and consistently covered its ongoing business expenses, as it has been active and fully functional while never truly operating at full capacity. Five stations serve to create cuts, coloring, hair design, and personal pampering such as scalp massage, thus treating its guests to their regular beautifying necessities. Since currently open on an appointment basis, the salon offers the new owner a tremendous opportunity for increasing business activity and thus increasing sales. Basic opportunities include increasing business hours, staffing all stations, and prioritizing the sales of the distinctive shampoo line. Increased marketing and catering to walk-ins offer even more possibilities.

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RESEARCH OBJECTIVE
y Marketing research as an integral part of the in marketing information information system used in the decision making process. y To know the present market situation. y To know about customer satisfaction.

PRIMARY OBJECTIVE
y Estimating average budgeted expenditure of people spending on hair cut and style and treatment. y Measuring the customer satisfaction from the saloon y Knowing level of loyalty of people of each services.

SECONDARY OBJECTIVE y Comparing prices charged for each service. y Collecting data about services provide by bellazza salon.

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RESEARCH DESIGN
A framework or blueprint for conducting the marketing research project. It specifies the details of the procedures necessary for obtaining the information needed to structure and/or solve marketing research problems. A good research design will ensure that the marketing re search project is conducted effectively and efficiently. Typically, a research design involves the following components.  Define the information needed.  Design the exploratory, descriptive, and/o r causal phases of the research.  Specify the measurement and scaling procedures.  Construct and pretest a questionnaire (interviewing form) or an appropriate form for data collection .  Specify the sampling process and sample size .  Develop a plan of data analysis.

CLASSIFICATION OF RESEARCH DESIGN
Research design may be broadly classified as under.
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Research Design

Exploratory Research Design

Conclusive Research Design

Descriptive Research

Causal Research

Cross-Sectional Design

Longitudinal Design

Single Cross Sectional Design

Multiple Cross Sectional Design

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3-5

Exploratory & Conclusive Research Differences
Exploratory
Objective:
To provide insights and understanding. Information needed is defined only loosely. Research process is flexible and unstructured. Sample is small and nonrepresentative. Analysis of primary data is qualitative.

Conclusive
To test specific hypotheses and examine relationships. Information needed is clearly defined. Research process is formal and structured. Sample is large and representative. Data analysis is quantitative.

Characteristics:

Findings /Results:
Outcome:

Tentative.

Conclusive.

Generally followed by further exploratory or conclusive research.

Findings used as input into decision making.

EXPLORATORY RESEARCH
Exploratory research is one type of research design, which has as its primary objective the provision of insights into and comprehension the researcher. Exploratory research can greatly benefit from use of the following methods. ( a ) secondary data Primary data Secondary data ( b ) qualitative methods Depth interview Focus group Projective techniques
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In our research we use depth interview. Depth interview An unstructured direct, personal interview in which a single respondent is probed by a highly skill interviewer to uncover underlying motivation, belief, attitudes, and feeling on a topic.

CONCLUSIVE RESEARCH
Conclusive research can be done by following method : ( a ) descriptive research Survey method Observation Single cross sectional and longitude ( b ) causal research
DESCRIPTIVE RESEARCH  To describe the characteristics of relevant groups, such as consumers, salespeople, organizations, or market areas. 

To estimate the percentage of units in a specified population exhibiting a certain behavior.  To determine the perceptions of product chara cteristics.  To determine the degree to which marketing variables are associated. WE use survey method. For survey we make questionnaire and conduct survey. We use 6 w¶s for that.

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DISCRIPTIVE RESEARCH:- (6 W¶s ) 
Who:a) All the customers of BELLEZA b) Anyone who enters the salon, whether they take the services or not. c) Anyone who take the services from salon.  What:a) To measure the service quality of BELLEZA salon  When:a) While taking the services at salon b) Immediately after taking services from the salon  Where:a) In the salon b) In the parking lot  Why:a) To get the knowledge of BUSINESS RESEARCH METHODOLOGY b) To get the service quality measurement of BELLEZZA  Way:a) Personal Interview

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SAMPLING DESIGN: Target population: All customer of BELLEZA  Sampling element: Customer of BELLEZA  Sampling unit: Customer of BELLEZA  Extent: Ahmadabad  Time: 2010

SAMPLE SIZE DETERMINATION:y CONFIDENCE LEVEL:-80% y S VALUE:- (population s.d) Likert scale ( 5 point scale) =5-1/6 =4/6 =0.67 y Z VALUE:- 1.29 y TOLERANCE ERROR:-0.15

SAMPLE SIZE DETERMINATION

= ( Z*S/e)2 = (1.29*0.67/0.15)2 = 76

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SAMPLING TECHNIQUES
There are two types of sampling techniques. ( A ) Probability sampling A sampling procedure in which each element of the population has a fixed probabilistic chance of being selected for the sample. ( B ) Non Probability sampling Sampling techniques they do not use chance selection procedure. they rely on personal judgment of researcher.

Classification of Sampling Techniques
Sampling Techniques

Nonprobability Sampling Techniques

Probability Sampling Techniques

Convenience Sampling

Judgmental Sampling

Quota Sampling

Snowball Sampling

Simple Random Sampling

Systematic Sampling

Stratified Sampling

Cluster Sampling

Other Sampling Techniques

We use non probability sampling technique. In non probability sampling we use convenience sampling method.
Interviewing method :- Personal interview Research instruments :- Questionnaire

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INDEX
Que.no
Q - 1) Q ± 2) Q ± 3) Q ± 4) Q ± 5) Q ± 6) Q ± 7) Q ± 8) Q ± 9) Q -10) Q -11) Q ± 14) Q ± 15) Q ± 16) Q ± 17) Q ± 18)

Particulars
Which services did you receive from BELLEZZA SALON? Is the Appearance of Physical infrastructure is Good ? Do you believe that the quality of equipment is highly advanced in technology? Do you believe Appearance of employer is Proper? Do you believe that they providing the services, when they promise to do ? Do you believe that the ability of employee to answer your Problem? Do you receive an Individual attention from employer? The operating hours of Bellezza is convenient to you? Do you feel that their services is excellent? Frequency for coming at Bellezza in a month? Do you agree whatever you spent (time, money, effort) is reliable on getting services? Age group Number of family members Gender Time of day Monthly income

Page no
24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39

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ANALYSIS CHART SHEET
Q 1. Which services i you receive fro ( Refer pg no. 39 for statistical ata BELLEZZA SALON?

ABOVE ALL 17.95%

COLOUR 16.67%
HAIR TREATMENT 19.23%

CUT & STYLE 25.64%
STRAITENING 20.51%

CUT & STYLE STRAITENING
HAIR TREATMENT COLOUR

ABOVE ALL

INTERPRETATION :
The above chart shows that 25.64 % that eans 20 custo er using belle a services for hair cut & style 20.51 % custo er using for straitening 19.23 % custo er using for hair treat ent 16.67 % custo er using for hair colour an 17.95 % custo er using all the services fro Belle a salon.

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Q 2. Is the Appearance of Physical infrastructure is Goo ? ( Refer pg no. 39 for statistical ata
Strongly disagree Disagree 2.56% 5.13% Neutral 14.10%

Strongly agree 35.89% Agree 42.32%

Strongly disagree

Disagree Neutral Agree
Strongly agree

INTERPRETATION :
35.89 % custo er are strongly agree with the physical infrastructure is goo 42.32 % are agree an 5.13 % custo er are strongly isagree with the current infrastructure they want ore i prove ent in that.

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Q 3. Do you believe that the quality of equip ent is highly a vance in technology? ( Refer pg no. 39 for statistical ata

Strongly disagree Disagree 2.56% 3.85% Neutral 21.79%

Strongly agree 33.34%

Strongly disagree Disagree
Neutral

Agree 38.46%

Agree

Strongly agree

INTERPRETATION :
In our research 38.46 % custo er are agree with belle a using highly a vance equip ent. 33.34 % custo er are strongly agree when 2.56 % custo er are strongly isagree an 21.79 % custo er are neutral.

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Q 4. Do you believe Appearance of e ployer is Proper? ( Refer pg no. 39 for statistical ata
Strongly Strongly agree disagree 7.69% 1.28%

Disagree 12.82% Strongly disagree

Agree 50.00%

Neutral 28.21%

Disagree Neutral Agree

Strongly agree

INTERPRETATION :
There are 50.00 % custo er are believe that appearance of e ployer is proper. 7.69 % custo er are strongly agree an 28.21 % custo er are neutral about their answer.12.82 % custo er are isagree. They are not believing that the appearance of e ployer is proper.

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Q 5. Do you believe that they provi ing the services when they pro ise to o ? ( Refer pg no. 40 for statistical ata
¦¥ ¤ ££ ¢ ¨ ¨ ¡  
Str ngl di agr . %

INTERPRETATION :
There are 44.87 % custo er agree that they provi ing the services when they pro ise to o. 12.82 % are isagree an 5.13 % are strongly isagree with the services provi e by bella a. An 30.77 % custo er are neutral.

££

Str ngl agr 

¨¨

Agr 

¨

¨

Agr 44.87%

N utral 0.77%

N utral

¨¨

Di agr

££

¢  

§

¨¨
Str ngl di agr

§

Str ngl agr 6.4 %

© 

© ¡

 

Di agr 2.82%

££

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Q 6. Do you believe that the ability of e ployee to answer your Proble ? ( Refer pg no. 40 for statistical ata
Strongly Strongly agree disagree 5.13% 3.85%

Disagree 15.38%
Strongly disagree

Agree 46.15%

Disagree Neutral 29.49% Neutral Agree
Strongly agree

INTERPRETATION :
There are 46.15 % custo er are agree that the ability of e ployee to answer their proble . 15.38% custo er are isagree 3.85 % custo er are strongly isagree. An 29.49 % custo er are neutral about it.

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Q 7. Do you receive an In ivi ual attention fro e ployer? ( Refer pg no. 40 for statistical ata

Strongly Strongly agree disagree 5.13% 3. 5%

Disagree 10.26%
Strongly disagree

Agree 1.02% Neutral 3 . %

INTERPRETATION :
Here 41.02 % custo er agree with receive a in ivi ual attention fro e poyer. 3.85% are strongly agree with it. There are 10.26% are isagree an 5.13% are strongly isagree with it. An 39.74 % are neutral about it. 

 

Disagree Neutral Agree
Strongly agree 

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Q 8. The operating hours of Belle a is convenient to you? ( Refer pg no. 40 for statistical ata
Strongly Strongly agree disagree Disagree 7.69% 5.13% 1.28%
Neutral 21.79%

Strongly disagree
Disagree

Agree 64.11%

Neutral Agree

Strongly agree

INTERPRETATION :
The operating hours of belle a salon are convenient to 64.11 % custo er who are agree with current ti e an 7.69 % are strongly agree with it. Only 5.13% custo er are isagree an 1.28% are strongly isagree with it. It is really very goo . An 21.79% are neutral about their answer.

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Q 9. Do you feel that their services is excellent? ( Refer pg no. 41 for statistical ata
Strongly disagree Disagree 0.00% 7.69% Strongly agree 25.64% Neutral 21.79%

Strongly disagree
Disagree Neutral

Agree 44.88%

Agree

Strongly agree

INTERPRETATION :
There are 25.64% custo er are strongly agree an 44.88 % are agree with
they are feeling that bella a provi ing excellent services. Only 7.69 % are isagree with it an 21.79% are custo er are neutral about it.

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Q 10. Frequency for co ing at Belle a in a ( Refer pg no. 41 for statistical ata
4 to 6 times 9.35%
more than 6 times 0.00%

onth?

2 to 4 times 31.90%

2 times 2 times 58.76%

2 to 4 times 4 to 6 times
more than 6 times

INTERPRETATION :
There are any custo ers are regularly visit the bella a in onth. There are 58.76% custo ers are co ing 2 ti es in bella a in a onth. 31.90% custo er are co ing 2 to 4 ti es in onth 9.35 % custo ers are co ing in bella a 4 to 6 ti es to getting ifferent services. It is really goo for bella a.

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Q 11. Do you agree whatever you spent ( ti e reliable on getting services? ( Refer pg no. 41 for statistical ata
Strongly Strongly agree disagree Disagree 5.13% 3.85% 7.69%

oney effort is

Neutral 21.79% Agree 61.54%

Strongly disagree
Disagree Neutral Agree

Strongly agree

INTERPRETATION :
There are 61.54 % custo er are agree with whateve they spent is reliable. r Only 3.85% are isagree an 5.13% strongly isagree with whatever they spent is reliable an 21.79% are neutral about it.

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Q 14. Age group ( Refer pg no. 41 for statistical ata
above 35 2.57%

30-35 17.95%

below 20 16.67% below 20

20-25

INTERPRETATION :
There custo ers age An there are 20.52% custo ost of young stars are using bella a salon for hair. There are 34.61 % between 20 ± 25 years 28.20 % custo ers age between 25 -30 years. 16.67 % custo ers are teenagers whose age is below 20 years. An ers are age above 30 years.  

2 -30 28.20%

20-2 .61%

25-30
30-35 above 35 

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Q 15. Nu ber of fa ily e bers ( Refer pg no. 42 for statistical ata
7 member 5. 3% 3 m mber .54%

6 member 25.64%
4 member 32.05%

5 member 25.64%

INTERPRETATION :
In our research we fin out that nu bers of custo ers fa ily e bers. There are 32.05 % custo er has 4 e bers in fa ily 25.64 % custo er has 5 e ber an 6 e bers in fa ily 11.54 % custo er has 3 e ber 5.13 % custo er has 7 e ber in fa ily.

!!

!

3 member
4 member 5 member 6 member

7 member

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Q 16. Gen er ( Refer pg no. 42 for statistical ata

female 51.28%

male 48.72%
male female

INTERPRETATION :
There are 51.28 % fe ales custo er an 48.72 % are bella a salon. ale custo er in a

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Q 17. Ti e of ay : ( Refer pg no. 42 for statistical ata

6 pm to 9 pm 33.33%

9 a.m to 12 pm 30.77% 12 pm to 2 pm 16.67%

9 a.m to 12 pm 12 pm to 2 pm

2 pm to 6 pm 19.23%

2 pm to 6 pm

6 pm to 9 pm

INTERPRETATION :
The ost of custo ers visit the salon in orning or evening. 33.33 % custo er are visit at evening 6 p to 9 p 30.77 % custo er are visit at orning 9 a to 12 p 19.23 % custo er prefer 2 p to 6 p 16.67 % custo er prefer ti e 12 p to 2 p .

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Q 18. Monthly inco e ( Refer pg no. 42 for statistical ata
more than rs. 30000 20.49% below rs.15000 14.19%

below rs.15000

Rs.20000 to Rs. 30000 33.30%

Rs. 15000 to Rs. 20000 32.02%

rs. 15000 to rs. 20000 rs. 20000 to rs. 30000

more than rs. 30000

INTERPRETATION :
There are 33.30 % custo er has a inco e between Rs. 20000 to Rs. 30000 who are regular custo er of belle a salon. An also 32.02 % custo er has inco e between Rs.15000 to Rs. 20000 20.49 % custo er has a inco e ore than Rs.30000 an 14.19 % has a onthly inco e is below Rs.15000.

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TABULAR FORM OF THE RESEARCH ANALYSIS.
Q 1. Which services did you receive from BELLEZZA SALON? OPTION CUT & STYLE STRAITENING HAIR TREATMENT COLOUR ABOVE ALL TOTAL NUMBER 20 16 15 13 14 78 PERCENTAGE 25.64 20.51 19.23 16.67 17.95 100

Q 2. Is the Appearance of Physical infrastructure is good ? OPTION STRONGLY DISAGREE DISAGREE NEUTRAL AGREE STRONGLY AGREE TOTAL NUMBER 4 2 11 33 28 78 PERCENTAGE 5.13 2.56 14.10 42.32 35.89 100

Q 3. Do you believe that the quality of equipment is highly advanced in technology? OPTION STRONGLY DISAGREE DISAGREE NEUTRAL AGREE STRONGLY AGREE TOTAL NUMBER 2 3 17 30 26 78 PERCENTAGE 2.56 3.85 21.79 38.46 33.34 100

Q 4. Do you believe Appearance of employer is Proper? OPTION STRONGLY DISAGREE DISAGREE NEUTRAL AGREE STRONGLY AGREE TOTAL NUMBER 1 10 22 39 6 78 PERCENTAGE 1.28 12.82 28.21 50 7.69 100

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Q 5. Do you believe that they providing the services, when they promise to do ? OPTION STRONGLY DISAGREE DISAGREE NEUTRAL AGREE STRONGLY AGREE TOTAL NUMBER 4 10 24 35 5 78 PERCENTAGE 5.13 12.82 30.77 44.87 6.41 100

Q 6. Do you believe that the ability of employee to answer your Problem? OPTION STRONGLY DISAGREE DISAGREE NEUTRAL AGREE STRONGLY AGREE TOTAL NUMBER 3 12 23 36 4 78 PERCENTAGE 3.85 15.38 29.49 46.15 5.13 100

Q 7. Do you receive an Individual attention from employer? OPTION STRONGLY DISAGREE DISAGREE NEUTRAL AGREE STRONGLY AGREE TOTAL NUMBER 4 8 31 32 3 78 PERCENTAGE 5.13 10.26 39.74 41.02 3.85 100

Q 8. The operating hours of Bellezza is convenient to you? OPTION STRONGLY DISAGREE DISAGREE NEUTRAL AGREE STRONGLY AGREE TOTAL NUMBER 1 4 17 50 6 78 PERCENTAGE 1.28 5.13 21.79 64.11 7.69 100

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Q 9. Do you feel that their services is excellent? OPTION STRONGLY DISAGREE DISAGREE NEUTRAL AGREE STRONGLY AGREE TOTAL NUMBER 0 6 17 35 20 78 PERCENTAGE 0 7.69 21.79 44.88 25.64 100

Q 10. Frequency for coming at Bellezza in a month? OPTION 2 TIMES 2 TO 4 TIMES 4 TO 6 TIMES MORE THAN 6 TIMES TOTAL NUMBER 46 25 7 0 78 PERCENTAGE 58.97 32.01 9.38 0 100

Q 11. Do you agree whatever you spent ( time, money, effort ) is reliable on getting services? OPTION STRONGLY DISAGREE DISAGREE NEUTRAL AGREE STRONGLY AGREE TOTAL Q 14. Age group OPTION BELOW 20 20-25 25-30 30-35 ABOVE 35 TOTAL NUMBER 13 27 22 14 2 78 PERCENTAGE 16.67 34.61 28.20 17.95 2.57 100 NUMBER 4 3 17 48 6 78 PERCENTAGE 5.13 3.85 21.79 61.54 7.69 100

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Q 15. Number of family members OPTION 3 MEMBER 4 MEMBER 5 MEMBER 6 MEMBER 7 MEMBER TOTAL Q 16. Gender OPTION MALE FEMALE TOTAL Q 17. Time of day : OPTION 9 A.M TO 12 PM 12 PM TO 2 PM 2 PM TO 6 PM 6 PM TO 9 PM TOTAL Q 18. Monthly income OPTION BELOW RS.15000 RS. 15000 TO RS. 20000 RS. 20000 TO RS. 30000 MORE THAN RS. 30000 TOTAL NUMBER 11 25 26 16 78 PERCENTAGE 14.2 32.05 33.33 20.51 100 NUMBER 24 13 15 26 78 PERCENTAGE 30.77 16.67 19.23 33.33 100 NUMBER 38 40 78 PERCENTAGE 48.72 51.28 100 NUMBER 9 25 20 20 4 78 PERCENTAGE 11.54 32.05 25.64 25.64 5.13 100

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CONCLUSION
Conclusion is the main part of any analysis. It includes analyzing strength and weakness of the internal environment of BELLEZZA salon.

STRENGTH :
y The physical infrastructure of BELLEZZA is good and attractive to customer which helps to salon to increase number of customer. y BELLEZZA salon using highly advanced technology equipment. y Employer of the BELLEZZA salon has proper appearance and ability to answer the problem of customer. Employer having good knowledge and experience about salon. y BELLEZZA salon providing services, when they promise to do to customer. y The operating hours of of BELLEZZA is convenient to most probably all customers.

WEAKNESS
y Their prices are very high for their services. So their competitors attract customer only due to lower price.
y

They make new branches at C.G.ROAD, and S.G.HIGH WAY.

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BOOK:- 1) ³MARKETING RESEARCH´
(AN APPLIED ORIENTATION )
AUTHOR:-

³Naresh k. Malhotra´ & ³ Satybhusan Dash´ Chapter : 3, 4, 5, 6, 7, 8, 9. PEARSON EDUCATION Fifth edition 2) ³SERVICE MARKETING´ ( INTEGRATING CUSTOMER FOCUS ACROSS THE FIRM)

AUTHOR:-

³Valarie A. Zeithaml´ & ³Mary jo Bitner´ TATA MCGRAW-HILL EDITION Third edition www.google.com www.bellazzasalon.com www.answer.com www.wikipedia.com

INTERNET:-

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COPY OF QUESTIONNAIRE

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Note:

(1) It is a survey for Educational Purpose. (2) Information provided by you will be kept fully confidential & will be used only for research purpose. (3) Put (¥) to your answer which is applicable to you.

QUESTIONNAIRE OF BELLEZZA SALON
(1) Which service did you receive from BELLEZZA SALON? (A) (B) (C) (D) (E) (2) Cut & style Straitening Hair treatment Colour Above all [ [ [ [ [ ] ] ] ] ]

Is the Appearance of physical infrastructure is good? (A) (B) (C) (D) (E) Strongly disagree Disagree Neutral Agree Strongly agree [ [ [ [ [ ] ] ] ] ]

(3)

Do you believe that the quality of equipment is highly advanced in technology? (A) (B) (C) (D) (E) Strongly disagree Disagree Neutral Agree Strongly agree [ [ [ [ [ ] ] ] ] ]

(4)

Do you believe Appearance of employer is proper? (A) (B) (C) (D) (E) Strongly disagree Disagree Neutral Agree Strongly agree [ [ [ [ [ ] ] ] ] ]

(5)

Do you believe that they providing the services, when they promise to do? (A) (B) (C) (D) (E) Strongly disagree Disagree Neutral Agree Strongly agree [ [ [ [ [ ] ] ] ] ]

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(6)

Do you believe that the ability of employee to answer your problem? (A) (B) (C) (D) (E) Strongly disagree Disagree Neutral Agree Strongly agree [ [ [ [ [ ] ] ] ] ]

(7)

Do you receive an Individual attention from employer? (A) (B) (C) (D) (E) Strongly disagree Disagree Neutral Agree Strongly agree [ [ [ [ [ ] ] ] ] ]

(8)

The operating hours of Bellezza salon is convenient to you? (A) (B) (C) (D) (E) Strongly disagree Disagree Neutral Agree Strongly agree [ [ [ [ [ ] ] ] ] ]

(9)

Do you feel that their service is excellent? (A) (B) (C) (D) (E) Strongly disagree Disagree Neutral Agree Strongly agree [ [ [ [ [ ] ] ] ] ]

(10)

Frequency for coming at bellezza In a month ? (A) (B) (C) (D) 2 times 2 to 4 times 4 to 6 times More than 6 times [ [ [ [ ] ] ] ]

(11)

Do you agree whatever you spent (time, money, effort) is reliable on getting services? (A) (B) (C) (D) (E) Strongly disagree Disagree Neutral Agree Strongly agree [ [ [ [ [ ] ] ] ] ] 49

PERSONAL DETAILS
(12) (13) (14) Date :/ /

Where you live :_________________ Age group :Below 20 20-25 25-30 30-35 35-above [ [ [ [ [ ] ] ] ] ]

(15) (16)

Number of Family members : Gender :Male Female

____

[ [

] ]

(17)

Time of day :9 A.M to 12 P.M 12 P.M to 2 P.M 2 P.M to 6 P.M 6 P.M to 9 P.M [ [ [ [ ] ] ] ]

(18)

Monthly Income Below Rs.15000 Rs.15000 to Rs.20000 Rs.20000 to Rs.30000 More than Rs.30000 [ [ [ [ ] ] ] ]

(19) Any Suggestion for Bellezza _____________________ ________

THANK YOU FOR GIVING YOUR VALUABLE TIME TO FILL UP QUESTIONNAIRE

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