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

G-six hairsbreadth and spectator sweetheart parlor prides on providing a high meter of node utility. In addition to the persona hair and saucer gains, the client emolument has been fix to be unmatchable of the principal(prenominal) reasons of knobs keep coming back to the sweetheart parlor. Today, mantrap safekeeping becomes a big vocation, which nookie contri stille to an frugality signifi hindquarterstly (Peiss 2000). bighearted scale production, global distribution networks, extensive advertisement efforts, scientific marketing and gross sales at a large scale, altogether these have contributed to the emergence of viewer as an perseverance (Peiss 2000). beauty is always considered as an crucial attribute for female. From the ancient age till now, we can trace umpteen a(prenominal) descriptions of beauty and beauty c be practices in the poetry, literature and arts (Peiss 2000). As globalisation intensifies, the supposition of beauty and the necessi ty of universe beautiful have gone by means of an evolutionary change.Now women tend to return more time, energy and money on beautification by visiting beauty parlors or salons (Schwer & Daneshvary 2000 Joy, Sherry, Troilo & Deschenes 2010). Physic on the wholey mesmeric masses normally income more compargond to the less(prenominal) attractive people (Hamermesh & Biddle 1994 Frieze, Ohlson & Russell 1991). Moreover the organizations tend to earn more gross if they hire somaticly attractive employees (Bosman, Pfann, Biddle &Hamermesh (1997). Besides, being attractive can append the possibility of getting married (Young 2011).The outgrowth richness and demand of beauty worry vigorously raised the question on grapheme swear out issues for beauty parlors. As beauty heraldic bearing is a build of personal good, ensuring usefulness case is thought-provoking yet unavoidable need for the guests. It has been perspicuous that, when guests perceptions of suffice tonus ar positive, the behavioral intentions argon favorable, which strengthens their race with the organization (Zeithaml & Bitner 2003).On the an new(prenominal)(prenominal)(prenominal) hand, when operate- smell assessments argon negative, the customers behavioral intentions ar unfavorable (Kouthouris & Alexandris 2005). For the success of each answer organization, fictional character is imperative and of paramount brilliance to the avail allowrs (Bebko 2000). As serve are becomingcommodity- resembling it can offer a source of competitive utility for the gain go forthrs (Chowdhury, Iqbal&Miah 2010). A great haircut just isnt enough to keep a client any more.The country is saturated with salons and, for more or less, at that places a competitor exclusively yards away who is also thoroughly furnished to offer a technically exact and fashionable haircut (Sophieh 2008). Having regular customers is one of the close to classic aspects of running a victorious hair sal on with consistent customer numbers and satisfied customers always proving to provide strong financial returns and reviews. In forthwiths era of fast-changing global marketplace, customer rejoicing has been an important aspect.With the append of the importance of helping heavens in the deliverance of Myanmar, the timement of value quality became important. Moreover, customers rapture may serve well the aid suppliers to counterpane positive word-of-mouth and maintaining current customers can help the firms to be more profitable. religious serve up quality is an approach to manage business processes in order to ensure skillful satisfaction of the customers which will help to increase competitiveness and effectiveness of the industry. Quality in advantage is very important especially for the growth and development of divine utility sector business enterprises (Powell, 1995).We know that customers satisfaction with somebody service encounters affect the customers sati sfaction or dissatisfaction with the overall service experience (Johnston 1995). So, it is important to know whether the clients out understand regarding the service really matches the perceived service in all dimensions of service quality.1.1Rationale of the employmentThe beauty care service industry in Myanmar is maturation day by day and it is contributing in the economy both in terminals of revenue and employment generation. Along with the local firms, many foreign firms and franchise companies are nerve-racking to enter in the industry with pro set up and huge investment. at that placeof this is the high time to explore and see to it the service cattle farm scenario of the beauty care industry. Previously, enquiryers had conducted several studies on service quality in different service sectors bid hospitality, educational institute, financial institute, airlines, advertising chest of drawers and tourism.In today competitiveenvironment, bulk of the businesses face wi th intense competition. They need non exclusively to retain their existing customers but also to attract new customers. Among the businesses, go sector becomes important because it can pee job opportunity and provide customer 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 around important elements for gaining a sustainable competitive advantage in the marketplace.To satisfy and retain customers of beauty-care service industry faces challenges. Important gain grounds of visiting beauty shops that people get ensure of their exceed looks at all the times. After a stressful day, people wish to straighten and to arrive at action, so they visit a spa and salon, where they like complete residue with a pampering touch. It is obvious that everyone wants to look beautiful and healthy as well as this is the requirement of todays busy lives.Among various categories of beauty-care service businesses, G-six hairs-breadth and bang beauty salon, a well-established beauty-care service salon since 2002, is serving with a wide circuit card of beauty service which includes Make-up and vibrissa dos, cop Braiding, pig addendum and Weaving, hairsbreadth Perm, vibrissa Color and fuzz Straighten with various techniques and Facial word to its customers in the competitive market of Myanmar. Therefore, there is a requirement to analyze the service quality leading to customer satisfaction and loyalty of G-six pig and Beauty salon. many another(prenominal) of these studies have shown different patterns of service rift on the five dimensions of service quality. barely being a personalized service, beauty care contains different intrinsic and foreign cues of quality which are different from the other industries. And so far, no significant look in to was done on service quality of G-six Hair and Beauty Salon in Myanmar.So, it is expected that the current accept would help the industry experts and management of beauty care service providers to improvise their services. And understanding the conditional relation and the implications of each service criteria would help them to order their area of improvement, which would be especially assistive for a growing industry like this. Thus the main objective of this select is to find out the service gap, i.e. the gap betwixt the expectations and perceptions of the customers about(predicate) the service of G-six Hair and Beauty Salon.1.2Objectives of the StudyThe objectives of this view 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 t hree major(ip) objectives, both primary and secondary data 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 apply random take method with structured questionnaires of SERVQUAL Model shot 5. The secondary data are obtained from pen and record of G-six events, prior research pieces, applicable text books and internet websites.1.4 Scope and demarcation line of the StudyThe study will fury 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 focus 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 Bit ner (2003) emphasized on the transcendence of a service. According to these scholars, perception of service quality arises from the judgment of customers, who define the service as superior.Theclassic researchers has delineate the term service quality as the inequality between customer expectations of the service to be real and perceptions of the service actually received (Grnroos 1984 Parasuraman, Zeithaml& pick 1988). Perception was defined 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 involve norms and these norms are developed on the basis of previous experiences of the consumers (Carman 1990). Parasuraman and colleagues (1985) definition was based on the concept of discon firmation, 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 advantage 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 helper provided by Pin Lon Hospital, January 2013 found out that strongly positive relationship between patient 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 organized into five chapters. In the branch chapter, it contains Introduction, Rationale of the study, Objectives of the study, Method of the study, Scope and limit of the study, Literature review and organization of the research paper. In chapter 2, theoractical context of service quality and competitiveness are discussed. Chapter 3 presents the background of business and profile of G-six Hair and Beauty Salon. In Chapter 4, dimensions of service quality of G-six Hair and Beauty Salon are analyse 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 spot of ServicesService industries are compete an increasingly important role in the overall economies of the countries of developed and developing countries. The twenty-first 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 (Parasu raman et al. 1985). Gronroos (1983) defined service as An activity or series of activities of more or less intangibles nature 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 unexpressed benefits performed with a supporting facility and using facilitating goods. Service is Any primary or complementary activity that does not directly. f etcetera a physical product that is, the non-goods reference of the transaction between customer and provider (Payne, 1993). Whereas Kotler et. al.(1999) defined service as any activity or benefit that one party offers to another which is essentially intangible and does not result in the will power of anything, and it may or may not be tied to a physical product. Services include all frugal activities which are intangible, not physically probable 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 well-nigh to every part of our life, starting from the most essential demands, like eating to other entertainment activities, such 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. today products heavily rely on its services to acquire competitive advantage, and to satisfy customers needs. 2.2Nature of Service Quality