A study on service quality of G-six Hair and Beauty Salon Essay

G-six copper and smash peach parlor prides on providing a high standard of node portion. In appendage to the caliber hair and viewer improvements, the customer do has been found to be one of the main reasons of clients keep coming back to the salon. Today, cup of tea manage go aways a big business, which fuel contribute to an economy significantly (Peiss 2000). rangy scale intersection pointion, global distribution networks, extensive advertisement efforts, scientific trade and sales at a large scale, totally these yield contributed to the issuing of dishful as an industry (Peiss 2000). debaucher is continuously considered as an burning(prenominal) attribute for female. From the ancient time till now, we can trace numerous descriptions of beauty and beauty bid practices in the poetry, lit durationture and arts (Peiss 2000). As globalization intensifies, the concept of beauty and the necessity of being beautiful have gone through an evolutionary change.Now wo men tend to spend more time, energy and money on beautification by visiting beauty parlors or salons (Schwer & Daneshvary 2000 Joy, Sherry, Troilo & Deschenes 2010). Physically engaging batch usually income more compargond to the less move inive people (Hamermesh & Biddle 1994 Frieze, Ohlson & Russell 1991). Moreover the organizations tend to earn more revenue if they pick out physically attractive employees (Bosman, Pfann, Biddle &Hamermesh (1997). Besides, being attractive can increase the chess opening of getting married (Young 2011).The growing importance and demand of beauty care vigorously raised the question on prize serve issues for beauty parlors. As beauty care is a kind of personal advantage, ensuring armed assistant tint is challenging yet unavoidable command for the customers. It has been evident that, when customers detections of emolument quality are positive, the behavioral intentions are favorable, which strengthens their relationship with the organiz ation (Zeithaml & Bitner 2003).On the different hand, when renovation-quality assessments are negative, the customers behavioral intentions are unfavorable (Kouthouris & Alexandris 2005). For the success of whatsoever usefulness organization, quality is imperative and of paramount importance to the help providers (Bebko 2000). As go are becomingcommodity-like it can offer a fount of war-ridden advantage for the serving providers (Chowdhury, Iqbal&Miah 2010). A great haircut just isnt enough to keep a client any more.The country is stark(a) with salons and, for most, theres a competitor only yards away who is excessively well equipped to offer a technically accurate and faddish haircut (Sophieh 2008). Having regular customers is one of the most important aspects of running a flourishing hair salon with consistent customer numbers and satisfied customers always proving to provide strong financial returns and reviews. In at presents era of fast-changing global marketplace , customer ecstasy has been an important aspect.With the increase of the importance of avail sector in the economy of Myanmar, the measurement of armed process quality became important. Moreover, customers cheer may help the run providers to spread positive word-of-mouth and maintaining online customers can help the firms to be more profitable. supporter quality is an plan of attack to manage business processes in order to fix full satisfaction of the customers which will help to increase competitiveness and effectiveness of the industry. Quality in serve well is very important especially for the growth and development of work sector business enterprises (Powell, 1995).We sleep together that customers satisfaction with individual service encounters happen upon the customers satisfaction or dissatisfaction with the general service experience (Johnston 1995). So, it is important to know whether the clients expectation regarding the service really matches the perceived s ervice in all dimensions of service quality.1.1Rationale of the StudyThe beauty care service industry in Myanmar is growing day by day and it is lend in the economy both in terms of revenue and betrothal generation. Along with the local firms, many foreign firms and franchise companies are move to enter in the industry with professional set up and long investment. on that pointfore this is the high time to explore and understand the service opening scenario of the beauty care industry. Previously, researchers had conducted several studies on service quality in different service sectors like hospitality, educational institute, financial institute, airlines, advertising berth and tourism.In today competitiveenvironment, majority of the businesses face with intense competition. They need non only to retain their existing customers but also to attract new customers. Among the businesses, services sector becomes important because it can create origin opportunity and provide custo mer satisfaction. At present, in service sector, beauty care services are growing faster and booming because it can provide self-confidence, personal grooming and anti-aging in society. In the highly competitive beauty-care service industry, service quality becomes one of the most important elements for gaining a sustainable competitive advantage in the marketplace.To satisfy and retain customers of beauty-care service industry faces challenges. Important gains of visiting beauty shops that people get ensure of their best tints at all the times. After a stressful day, people wish to relax and to take action, so they visit a watering hole and salon, where they like complete relaxation with a pampering touch. It is obvious that everyone wants to look beautiful and healthy as well as this is the unavoidableness of todays busy lives.Among various categories of beauty-care service businesses, G-six Hair and Beauty beauty salon, a well-established beauty-care service salon since 2002, is serving with a wide menu of beauty service which includes Make-up and Hair dos, Hair Braiding, Hair citation and Weaving, Hair Perm, Hair Color and Hair Straighten with various techniques and facial nerve treatment to its customers in the competitive market of Myanmar. Therefore, there is a requirement to analyze the service quality leading to customer satisfaction and fealty of G-six Hair and Beauty salon. Many of these studies have shown different patterns of service cracking on the five dimensions of service quality.But being a personalised service, beauty care contains different intrinsic and extrinsic cues of quality which are different from the other industries. And so far, no significant research was through with(p) on service quality of G-six Hair and Beauty Salon in Myanmar.So, it is expected that the current theme would help the industry experts and management of beauty care service providers to improvise their services. And understanding the significance and the implications of each service criteria would help them to prioritize their area of improvement, which would be especially helpful for a growing industry like this. Thus the main objective of this oeuvre is to find out the service gap, i.e. the gap between the expectations and perceptions of the customers astir(predicate) the service of G-six Hair and Beauty Salon.1.2Objectives of the StudyThe objectives of this study areTo explore the services provided by G-six Hair and Beauty Salon To measure service quality of G-six Hair and Beauty SalonTo examine the customer satisfaction on services provided by G-six Hair and Beauty Salon1.3 Methods of the StudyThis study is descriptive research type. To implement these three major objectives, both primary election and secondary info have been used. Primary data acquired from G-six Beauty Salon and 60 regular customers 30% of total 200 regular customers who visited to G-six Hair and Beauty Salon will be selected by using haphazard sampling method with structured questionnaires of SERVQUAL Model GAP 5. The secondary data are obtained from compose and record of G-six events, previous research papers, relevant textbook books and internet websites.1.4 Scope and Limitation of the StudyThe study will tenseness on services quality of G-six Hair and Beauty Salon which is located at No.6, G-floor, Pearl Condo, corner of Kabaraye Pagoda road and Sayarsan road, Bahan Township, Yangon. The study will digest on customer satisfaction towards services provided by G-six Hair and Beauty Salon.1.5 Literature ReviewIn the field of services marketing, service quality grabbed the most attention from the researchers (Wang, Lo & Hui 2003). To define service quality Zeithaml and Bitner (2003) emphasized on the superiority of a service. According to these scholars, perception of service quality arises from the head of customers, who define the service as superior.Theclassic researchers has delimitate the term service quality as the dif ference between customer expectations of the service to be received and perceptions of the service actually received (Grnroos 1984 Parasuraman, Zeithaml& Berry 1988). Perception was define as consumers beliefs relating to the received service (Parasuraman, Zeithaml & Berry 1985). Brown and Swartz (1989) defined perceived service as experienced service. On the other hand, expectation was defined as the desire or want of the consumer about the service (Parasuraman, Zeithaml & Berry 1985).In most of the cases, service quality expectations consider norms and these norms are developed on the basis of previous experiences of the consumers (Carman 1990). Parasuraman and colleagues (1985) definition was base on the concept of disconfirmation, which was defined as the difference between perception and expectation.This disconfirmation in terms of service quality leaded to a service gap. Parasuraman, Zeithaml and Berry (1988) considered that a customers assessment of overall service quality depends on this service gap. Khin Kay Khine, A study on helping quality of Able Winners Catering Company, January 2013 found that how customers perceive the service quality and being able to measure service quality can benefit as professional. Wutt Yi Soe, Customer Satisfaction on Service provided by nog Lon Hospital, January 2013 found out that strongly positive relationship between diligent satisfaction and service quality. http//en.wikipedia.org/wiki/Customer_servicehttp//www.managementstudyguide.com/customer-satisfaction.htm1.6 Organization of the PaperThis Thesis paper is nonionized into five chapters. In the first chapter, it contains Introduction, Rationale of the study, Objectives of the study, Method of the study, Scope and bound of the study, Literature review and organization of the research paper. In chapter 2, theoractical background of service quality and competitiveness are discussed. Chapter 3 presents the background of business and profile of G-six Hair and Be auty Salon. In Chapter 4, dimensions of service quality of G-six Hair and Beauty Salon are analyzed by using SERVQUAL Model. Conclusion and recommandationsfor findings in the study and the requirements of future research on the topic are suggested in Chapter 5.Chapter 2Theoretical Background2.1The Nature and Role of ServicesService industries are playing an increasingly important role in the overall economies of the countries of developed and developing countries. The 21st century is considered to be as the service industry. Researchers have tried to define service and to explain what service constitutes.There are many definitions regarding the concepts of service. Services are deeds, processes, and performances (Parasuraman et al. 1985). Gronroos (1983) defined service as An activity or series of activities of more or less intangibles genius that normally, but not necessarily, take place in interactions between the customer and service employees and/or physical resources or goods and I or systems of service provider, which are provided as solutions to customer problems. Sasser et. al.,(1978) defined another meaning for serviceA service is a package of explicit and implicit benefits performed with a supporting facility and using facilitating goods. Service is Any primary or complementary activity that does not directly. Produce a physical product that is, the non-goods part of the transaction between customer and provider (Payne, 1993). Whereas Kotler et. al.(1999) defined service as any activity or benefit that one company offers to another which is essentially intangible and does not result in the self-possession of anything, and it may or may not be tied to a physical product. Services include all economic activities which are intangible, not physically apparent like products, which provide value to the customer.Service has become very crucial in all business industries due to globalization and the IT developments. Services are now seen almost to every p art of our life, jump from the most essential demands, like eating to other entertainment activities, much(prenominal) as sport, travelling, etc. Service is not bound to only service based businesses, like banks, telecommunications, hotels, restaurants, and beauty salons, but it is found on all companies strategic tools for gaining a competitive advantage. Nowadays products heavily rely on its services to acquire competitive advantage, and to satisfy customers needs. 2.2Nature of Service Quality