North South University

Course: Services Marketing (MKT-412)

Project on Exclusive Laundry & Dry Cleaners

Date of submission: 05-November-2016

Submitted to:
FarhanaHabib Zinnia (FHz)
Lecturer
Department of Marketing & International Business.
North South University.
Submitted by:
Saad Bin Hossain-
Rabeya Sultana-
Md. Sabbir Ahmed- 1320123030
Syed ZafirAlam-
Md. Mamunur Rashid-
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Executive summery

This group report has been done to analyze the Service Audit of the Exclusive Laundry & Dry
cleaners. This report further explains how the analyzing was done by using theories of Services
Marketing that we have come across while doing our MKT412 course. The main aim of this
report is to critique the Service Audit based on the theories that we have learned and to see
whether proper implication of the theories have been made or what are the drawbacks that are
present in the audit with respect to the theories applied, we also tried to figure out whether the
results were as per plan and what effects did it have on the consumers.

We tried our best to comprehend the theories we learned and apply those in analyzing the
Service Audit. This was done to see whether the theories we learned were effectively applied in
real life scenarios and how much returns it was providing and if not what were the drawbacks of
the audit in executing the service marketing. Doing so helped us immensely in applying our
knowledge apart from the theoretical knowledge in realistic practical examples so that we could
be better in grasping the theories and be more efficient in applying it. We were given the task to
analyze the service Audit of Exclusive Laundry & Dry Cleaners.

The theories which we applied to analyze this service audit were- Environment, customers,
services, place, price and cost, promotion, people, service scape, process, blueprint, Gap model.
All of these theories were used to analyze the service audit of this local service organization.
Every theories were used effectively to see whether proper using of these theories were done or
not. At last, by Blueprint Diagram we try to analyze the proper audit and did our level best to
find it out. Lastly but not least we try to give some proper recommendation &solution to this
Audit Report.

Part-A
 Overview
The laundry service that we are working on is Exclusive laundry and cleaners which is situated
in Bashundhara residential area, Dhaka near American burgers. They provide regular services of
dry cleaning ironing and laundry services and they have been so far operating profitably through
their operations. The business is Sole proprietorship business; it means all the profit or either all
the loss were taken or given by the owner himself. No one except he; is liable to this business.
The main objective of this research is to find out in detail about their service concept, how
effectively they deliver their service, how they have constructed their blueprint and if they have
enough backup for failure proofing and service recovery and last but not the least we will
provide them with some recommendation for further effectiveness and efficiency of their
business model. The in depth research of their service concept, pricing , quality, failure points in
discussed on the report.

Environment
The exclusive laundry and dry cleaner service is a local profit oriented business that is
situated in Bashundhara residential area, Dhaka. This is a relatively small shop that offers variety
of services to its customers like the regular services of ironing, washing, drying, folding and
such. The laundry industry is fast growing in Bangladesh and some of the profound companies
are namely Dhaka clean city, Bandbox ltd, Velocity home delivery services ltd etc. This industry
is in its growth stage and the companies are adapting to new technologies and platforms like
online and home delivery and pickup, automated Laundromat services to attract new evolving
customers and cater to their changing needs. This is why the conditions surrounding the
environment of the laundry services are changing.

The exclusive laundry and dry cleaners have number of close competitors inside Bashundara and
so the environment is very competitive. With the introduction of online order taking services and
home delivery and pickup of cloths by many companies, the exclusive laundry and dry cleaners
is still lagging behind in certain respective.

The firm also has a separate processing store where most of the work takes place. Unlike other
organizations, the Exclusive Dry Cleaners is not affected much by either political or situational
factors, such as strikes, government holidays, cultural festivals, etc as it is a very small and local
shop. According to the organization, their service is crucial to their customers regardless of time
and occasion. Because it is situated inside a populated and posh area like Bashundhara
residential area, it is easy for the company to segment its customers and maintain a good
profitability through providing prompt and quality services to its customers.

Laundry services are common amenities which are easily available these days. Such facilities are
advantageous for those people who either don’t have time to wash clothes at home or do not
possess good washing equipments.
Laundry services are highly used by the residents of Bangladesh as it gives relief to them from
their hectic time-schedules. But, the facilities for laundry vary in their types as per the needs of
the users.

Since laundry services are becoming a very essential part in our everyday life, the Exclusive
laundry and dry cleaners have always positioned themselves in a way that meets the perceived
value of the customers by meeting their adequate service level through fast, good quality and
reasonable price laundry service.
 Customers

THE EXLUSIVE LAUNDRY AND DRY CLEANERS is situated in Bashundhara residential

area in block a, near American Burger. This shop enjoys the geographical location advantage
because the population living inside this residential area is a mixture of upper and middle socio
class people and the customer segment is divided into both male and female groups. The variety
of customers it serves ranges from school going kids, to service personnel, business person,
working class etc and their age groups start from 12 to 45 and above. The working class people
add up to a big chunk, as time is always a factor playing the lives of the customers. Due to time
and resource constraints, their customers expect their clothes to be washed and dried and
delivered promptly. Their service concept is designed on the basis of 3 service concept; core
product which is their drying and cleaning service, supplementary product- which includes well
packaging of their finished clothes and the combined delivery of the both core and
supplementary service. Since it is possession processing unit and medium contact service, the
exclusive laundry and dry cleaners maintain high precision in handling the clothes and
maintaining quality. Apart from maintain and retaining their current customers, this shop looks
to attract new customers through positive word of mouth, physical evidence in terms of shop
banners etc.
 Services

Exclusive Laundry and dry cleaners is a service oriented company in Bashundhara which
provides the main service of washing clothes, dry cleaning, Ironing .

WASHING:

They provide washing off clothes with good quality detergent which includes pre was , wash ,
rinse and extract.

DRYCLEANING:

They do the dry clean process with use of machine with solvent (perchloroethylene) for cleaning
safe and so that the fabric does not get discolored .This solvent is used to remove oil and stain
from the fabric. This” solvent” is a liquid chemical that does not contain water and does not
penetrate the fabric like water. When clothes are placed in the machine mechanical and chemical
actions take place to loosen the embedded dirt of the existing cloth. Through the whole process
the solvent is filtered or distilled to keep soil from resetlling on clothes. After the washing,
according to the process the clothes are dried in the anothermachine with no smell of solvent in
the cloth.

Besides that they do other services like;

Ironing Normal Ironing Steam Ironing Normal Wash Dry Wash

Soap Wash Saree Polish Sareebutik service Emergency Customized

Services Services, e.g.
collar boards,
hangers, etc.

Exclusive automatic Dry Cleaners also provide outdoor cleaning services like: Washing, Drying
& Shampooing, Curtain Care. Home delivery services are available to certain customers, who are
lives beside their shop and nearby buildings and they are their face known customers.

Place
The laundry shop Exclusive Automatic dry Cleaners is situated in bashundhara R/A, and it’s a
local shop;they don’t have their any other branches but they have their another shop which is
uses only for their washing purpose and it’s located in Notunbajar, Vatara.

Their all washing clothes are transfer there for wash and after the wash the clothes are returned
by the washing people day after the order placed by the customers. Their all departments cloths
are delivered from their main shop which is in the bashundhara area. Customers come their and
they send their house people’s in the laundry shop for receive their cloths.

Because of bashundhara r/a area has different blocks and they have less competition most of the
customers came into this shop and most of them are by car or either in the rickshaw; which is
the mail vehicle in this area. There are also some customers who come here by their foot and
give their cloths to the laundry people for their service.

There is no internet presence in this shop and so that they have to di their all work in manually.
There is no intermediary for pass their products and services. Though they don’t have any
modern technology for their shop; but they do their business very well and use the manual
system for their shop.

Price & cost

Employees of the laundry mainly wash and ironing the existing clothes and they also deliver
clothes in the emergency situations depends on the situations. They mostly wash the clothes the
one at a time and after that they dry those clothes, to meet an individual customer's needs and
preferences. They mainly set their price according to the cost of the services.

Compare to their local competitor Nadia laundry house they set their price little bit low to attract
the consumers and give high quality services to retained those customers to their laundry.(
Pricing format are given in the appendix A,B) As the owner meets the different customer’s
needs and preferences therefore follow a fixed price pricing strategy.

The price of the fixed price set by compare to the expense of the services provided to the
consumers. Usually the loyal customers are get discounts in the big amount services depending
on the situations. Normally they don’t give any discount and allowances to their customers. Most
of the time the customers has to pay according to the pricing rate chart.

Cost:

Their main cost of running their shop is given below-

● Monthly rent of the shop
● Electricity bills of the shop and the facility
● Salary of the employees
● Machinery maintenance cost
● Necessary utility cost
 Promotion

This shop is pretty old and well known for its good quality service. It has been more than 3 years
of the establishment of this laundry shop.

At the beginning of their establishment they used the door to door promotional activities which
is basically knocking every houses near the area of the laundry shop which creates a very close
relationship with their customers as it is more like personal promotion . By doing the door to
door promotion it helped them to create more pre-customer relation which later on spread to
others as a good word of mouth about their laundry service.

In the current stage they don’t do any shorts of promotional activities as it is the only big and
well decorated compare to others (there is also 1 small laundry cleaner in the bashundhara gate)
laundry shop in the Bashundhara R/A and it is very well known to almost all the resident living
in here. There are two to three signboards outside the shop for the customers to locate it. Also
very easy to locate the shop as it is located near the main entrance road of the Bashundhara R/A.

Their laundry service is very famous in the area not because it is the only laundry service but
also cause they provide the best service to its customers. As most of the resident use that root to
get in and out of Bashundhara R/A the laundry shop comes to almost everyone attention and it is
also very convenience for the customers to give and take their cloths for the laundry service from
home to office or office to home.

People
Exclusive laundry and dry cleaners does not have too many employees working under them. At
the moment they have four employees in the shop one who takes the clothes, sorts them
according to the individual customer identification number, hands a recite to the customer for
farther enquiries or while receiving the cloths from the laundry and then sends the clothes to the
storage from where later on the evening the cloths are collected by the peoples where the cloths
will be washed.

Over yonder, in the washing unit, is another man who is in charge of gathering the garments and
re-sorting them as indicated by their shading and sort. He then washes them in the clothes
washer. Along these lines, he is the special case who can work the machines. A while later, he
puts certain essential chemicals in the garments before exchanging them back to the shop. At the
point when the garments come back to the shop, another two workers gathers the garments and
afterward irons the garments and to packs them up as per the token number for conveyance. At
that point he sends the garments to the main individual who took the orders.

As Bashundhara R/A has only one big laundry shop is the area( compare to other laundry) the
work load is pretty high which lead them to have more workers compared to other laundry shops.
They have all short of customer coming in their laundry starting from job holders to students for
them it is very convenience to get service from them as its near to universities and also near the
main road of Bashundhara R/A.

Servicescape
Exclusive dry clean and laundry set up their location beside main road of bashundhara R/A. The
place is quite convincible for customer.

Besides the entry point there is bill board and on the upper side there is banner exist about their
service . its a middle size shop divided into 3 part.

On the front there is desk for registration and data intry for the delivery record. 3-4 customer can
stand there but no sitting arrangement. Beside desk one part is for arranging and stored shelves
for all the cloths and other stuff they clean. And the last part is for their operation part where
they operate and iron all the cloths. Employee do not maintan any uniform at all. Their shop is
not a fancy decorated but itswell lighted and fully stored by cloths.

Process
Exclusive laundry and cleaners service process very simple and easy to understand. As a
laundry and dry cleaner service it’s a low contact service. Customer have to conduct with little
participate with the service.

When customer feel for this service they come or send their cloths to laundry they have to
participate in data entry and received the memo which needed for delivery perspective.

Service provider job start at where they taken the cloths and provide memo or receipt. Then they
manage or added token from recipt or memo number with every clothes. They arrange their
cloths for sending to wasing department.

In washing department employee strictly maintained the token. They added comical then
washed the clothes within machine and dry them properly. After dried they returned the cloths to
the laundry for ironing and packaging the clothes to maintain with token number.

Finally the arrange and stored it by token number and accordingly customers information like
name, location, payment status etc. at the last step customer return for cloths give the memo or
receipt. Pay the bill and accept the cloths which they provided at the beginning of process for
their desired service.

PART-B
Service Blueprint:

Customers come to the laundry when they need to wash their clothes. Once the customer(s) enter
the store, they are welcomed by the laundry staff and asked about the kind of service they
require. Then, some activities are carried out in the front stage while the rest is carried out in the
backstage.

The steps are discussed below:

 When the customer enters the laundry service store, he or she is greeted politely and one
of the service staff ask about the service he or she needs.
 After the customer places his order, the staff provides him or her a receipt with a unique
token number. Then, the set of clothes given by the customer is labeled with that unique
number and given to the backstage staff who will be washing them. There are a number
of machines which perform different tasks, depending on what the customer has asked
for. Chemicals are also used depending on the nature of service that has been ordered.
 After the clothes have been washed, it is sent back to the store and kept in a safe place
with the unique token number attached to it until the customer comes to take them.
 After the customer returns at the date of delivery, the clothes are handed over to him and
the payment is collected.
Physical Evidence Name, Counter Desk Cloths shelf, Register
Banner, Stored cloths, book
Billboards Package
Arrive Give the Receive leave Return
Customer Action
at shop cloths for Memo
wash or
iron.

Receive Leave
cloths

Onstage contact
Take cloths Added token Receive Provide
to cloths customer memo o
information receipt

Received Deliver Cloths

Memo
Line Of Visibility_____________________________________________________________________________________________________

Send Wash Dry Retu

Arrange by
for cloths the from
Backstage Contact token
wash cloths was

Packaging Arrange on shelf

cloths by token number

______________________________________________________________________________________________________

Transport Washing Drying Chemical

ation machine Machine Powder
Pictorial Part of Service Blueprint:

Physical Evidence
 Name and banner:

There was a banner and billboard near shop which create physical attention and evidence for the
service about. It self represents the service about and the name of firm itself. The first impression
or even the next ones will be great, and their location is also in a very clean attractive place.It is
situated right beside the main road at block A, and it is barely noticeable banner on top of the
store, it can easily be spot from a distance. One problem is there is no parking space near it.

(picturewas in the appendix part)

 Register book and receipt:

At the beginning process customer have to provide information about service they want. There
will be a hand written data entry book and recipt book will be noticeable. Data entry book
reserved the information will contain the information and receipt it self given to customer for
delivery evidence and payment prospective.They have foreign customers as well but they charge
the same price to everyone and written the same price in the receipt book..They maintain a fair
and transparent price to everyone.

(picture was in the appendix part)

 Stored cloths and smells :

When customer enters in the shop they will notice all around cloths and all the stuff stored all
around the shop. Some are packaged and rearranged for delivery prospective, some are on the
process and some are stored randomly. All the shelves are overloaded with cloths and stuffs. The
customer will also feel little smell of washing cloths and ironing vapor.

(picture was in the appendix part)

Failure Points:
Exclusive dry cleaners provide service to their customer by washing and ironing their
stuff and cloths which enhance customer experiences. In their service process there are
some complex process. Those trouble process identified as a failure point. 3 most key
failure point of exclusive dry cleaners are identified below:
 Late delivery:
Sometimes they failed to provide their service accordingly receipt date and time. Due to
their slow operation or other reasons (emergency leave by the employee) they failed to
deliver their service when they promised to deliver their customer. This failure can be
hamper the service impression to customers. When the delivery delay from average time
like more than 2 or 3 days customer zone of tolerance will be narrower. When delivery
promise doesn’t match with receipt it will create gap 4 not matching the performance
promises. By the nature of customers they don’t like this type late delivery at all.
 Discoloring or damage the cloths:
Discolor is the important failure fact that can discourage customer. By nature of cloths
it’s have a tendency to change the color fact when employee doesn’t attention during the
operation of washing machine. Inefficient knowledge of employee can create this type of
situation by putting different color cloths at the same time with same chemical or
washing powder. Even there is a little chance to damage the thin type of cloths. This type
of error can create spoiling the color on those color can mix with others colors. This type
of service failure can destroy the image of laundry service.
 Lost the cloths or token:

Customer always expects that their belongingness will be well managed and treated. If any
reason the cloths or stuffs lost it will be unpleasant situation for both customer and service
provider. In order to sending washing department from service cape there is a chance to miss the
token number or make a error to assign wrong error. Due to disposition of token number will
create situation that lead to lost the cloths or provide wrong customer wrong cloths and stuffs.
That will indicate poor and lack of service design which will lead gap 2.
To overcome this types of problem firms need to focus on some factors. Those
factors are:

 Always keep contact with the alternative employees (part-time)for the laundry
service in the emergency leave situation of employees.
 Improve service design for the token arrangement.
 Carefully arrange and divided all the stuff on different sector by color and cloth
nature at the time of washing.
 Enhance employee efficiency by proper instruction.
 Hire experiences employee.
 Maintaining machineries’ effectively.
 Improve service cape by ensure quality at the sources.
 Be aware at the time of mixing the chemicals for washing.

Apart from those 3 failure point damaging and discoloring the cloths and stuffs is most common
and repeatable failure action which can affect service. Analyzing the effect of these damaging
and discolor fact we can identified some cause which create these effect. We analyzing those
causes by fishbone diagram.
1/ Machine default: by the fault of machine cloths and stuff can be damaged or color can be
spoiled. Old machine have maximum tendency to create this effect.
2/ Use excess chemical: washing procedure depend on chemical powder which helps to clean
cloths. Misuse and inappropriate use of chemical powder can damage the nature of cloths.
3/ Inefficiency of worker: most of the washing and arranging clothd depend on workers
efficiency. If worker doesn’t divided pattern on different sector on different color the the cloth
can be discolored cloth even can damaged the cloths.
4/ Lack of experience: New worker who has no experience at all needed trained and instructed
enough to operate the process of washing. This lack of experience can lead damage and spoil of
cloths and stuffs.
 Conclusion & Recommendation:

Conclusion

Exclusive Laundry & Dry Cleaners is a successful laundry service provider in the Bashundhara
area, Dhaka. The service has been providing good laundry and dry cleaning services to its
customers for many years and the process is running quite smoothly. However, there are some
issue that need to be dealt with for the service to improve even further and expand.

Recommendation:

Satisfied customer and loyal customer is the asset for in any service or firm. To increase
customer satisfaction and delight customer service provider needs to focus on physical
appearance, process, operation, and the problem which can be hamper repeatedly. There
is a lot of scope available for exclusive dry cleaners to improve their overall service.
Some recommendations are given below:
 Effective register book:
from register and data entry the service process started so service provider should
carefully mention here all the information about cloth ,stuffs and payment status. Provide
receipt according the information.
 Highlight on decoration:
Well decoration silently creates positive customers impression. Exclusive can redecorate
themselves by enhancing well lighting, sitting arrangement and specific uniform for
employee.
  Understanding customer expectation:
Understanding customer need, setting time frame for service delivery on time. Arranging
home delivery will make them more satisfied.
 Using advance technology:
They can use more advance machineries’ and other facilities which can create faster their
operation and enhance more capacity for high demand time. Computerized data entry and
receipt method which can make easy for arranging token for all the stuffs. This also
influence of employees efficiency.
 Giving the delivery date one or two days later:

Giving the delivery date one or two days later then they require just in case of failure.Toavoid
problems regarding the date of delivery we recommend that the employees should give the date
onedays later than the actual required time just to avoid failures. They shoud also have a board
that says how much work is left and how much work is done so that they know how much work
is left for the due time.

Reference

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PEARSON. Delhi.

2/ Zeithaml, V. A., Bitner, M.J.,& Gremler, D.D. (2013). Service Marketing: Integrating customer focus
across the firm. McGraw Hill.

3/ Hoffman, K. D.& Bataeson, J.E.J. (n.d) Service Marketing: Concept, Strategies & Cases. Cengage
learning.

4/ shostack, G.L.( 1982). How to design service marketing. European journal of marketing. Url:
http://www.emeraldinsight.com/doi/abs/10.1108/EUM0000000004799

5/ Brown, LG. (1990) Convenience in service marketing. Journal of service marketing. VOL-4. URL:
http://www.emeraldinsight.com/doi/abs/10.1108/EUM0000000002505