Report on Marketing Services and Customer Experience in Hairdressing

This report analyzes the marketing services and customer experience within a hairdressing business, specifically focusing on Joel’s Dreamhair. It begins with a personal diary entry detailing the customer's pre-purchase, purchase, and post-purchase experiences, highlighting factors like service quality, salon atmosphere, and staff professionalism. The report then delves into marketing concepts such as the 7Ps of marketing (Product, Price, Place, Promotion, People, Process, and Physical Evidence) and their application to the salon. Furthermore, it explores service quality dimensions using the SERVQUAL model, including reliability, assurance, tangibles, empathy, and responsiveness, along with the gap theory to assess customer expectations and perceptions. The analysis provides recommendations for hairdressing businesses to enhance customer satisfaction and improve overall service delivery. The report emphasizes the importance of word-of-mouth communication, effective customer relationships, and a focus on providing a positive and memorable customer journey.

Marketing services and
experience

Table of Contents
INTRODUCTION ..........................................................................................................................1
Diary................................................................................................................................................1
Analysis and recommendations for hairdressing businesses...........................................................2
Analysis.......................................................................................................................................2
Evaluation of the Service Encounter................................................................................................7
RECOMMENDATION.................................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES................................................................................................................................1
APPENDIX .....................................................................................................................................2

INTRODUCTION
Marketing is an effective process of influencing potential consumers to purchase the
business's product and service. Marketing services are refer as a best methods applied in the all
marketing plan of promotion, pricing, production and distribution. Marketing experience is the
strategy of emphasising marketing efforts on the buyers and enhancing how the customer
perception or experience about business service or product (“Phil” Klaus and Maklan, 2012).
Therefore it is essential for the organisation because it help them to improve their revenue and
decrease customer churn. In this report chosen business for personal diary and remaining part of
project is “Hairdressing service” in Joel’s Dreamhair. This report is based on personal
experience: pre-purchase, purchase and post purchase in saloon. Service marketing concepts and
theories also include which help in identification of customer satisfaction. Different concepts of
marketing such as 7Ps, perceived risk also consist in this assignment. Main purpose of this study
is to identify experience of customer and personal about service provided by Joel’s Dreamhair.
Diary
September 1, 2018
Dear Joel R,
In pre-purchase stage, my decision about selecting best hair salon who has bater service and
effective atmosphere. In this I am study about the service quality dimensions like accessibility,
tangibility, responsiveness, empathy. I also analysis what are the rating of salon and cost of
hairdressing. I found best salon for my curly hair so I can use reviews, recommendation and
salon consultation. I want to analysis a hair stylist who is better experienced or knowledge with
hair types. I am searching online for stylist and well-known salon that is not far from my work
or live. Another I ask my family and friends who are able to help me in finding a salon.
Therefore I has to follow certain steps to find out number one hairdressing salon such as Check
ratings and customer reviews, Visit the salon's website to get a feel for what they offer, Call the
salon and ask questions, Schedule a consultation, Inspect the salon during my consultation. So I
determined go to Joel's Dream Hair, a newer and unique salon in Vienna. They are 2 guys, an
Austrian guy and South Africa- they talk clear English.
I have thick and curly hair and have struggled my entire life in order to find a best salon. I need
to find out best salon where my hair are handled. In this I am analysis best salon. When I was in
Vienna I feel awkward because of my unnourished hairs. This makes me conscious and I am not
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able to represent my self. I decide to provide this salon to give effort, an was blown away by
the output. They not only me a whole consultation and clear cut. They also give me a demo
what type of hair style are suitable. I visited in to the salon to buy some hair style and I could
not break the service from Joel R - she is knowledgeable regarding hairdressing products and
honestly felt her service went above and beyond - Joel R focused to what I was remaining to get
out of my products what I was after. This is a first-class salon with a helpful management and
skilled staff. The salon owner speaks proper language and made sure my desire were implied. I
found through a suggestions in a Vienna. I have now been there 2 times and I am very
encouraged with customer service, prices, atmosphere. Professionalism and colouring. In
during the process of hairdressing I feel comfortable because they are treating me as a friend.
She give me a advise how to caring my hair and also provide solution to manger my hair. Staff
member of the salon is also good and fantastic. So in enjoy at this place and get all services
easily within any difficulties and issue.
After post purchase decision I feel lovely and healthy environment in the salon and every
person was friendly and smiley. Joel R was perfectly amazing interesting. She sat with me and
talked regarding precisely what I wanted. She made me feel truly comfortable. In the salon,
there are large number of the employees, all these are has effective and attractive nature. Thus,
the salon is awesome and I will not go to any salon. It is open stylish, updated and conferable. I
enjoy going every time period. Therefore, It’s a really attractive and smart hair salon. I found
entire the therapists to be helpful, professional and pleasant. I was entertained with the clients
service that I take for my hair treatments. I’ll decidedly be going back to Joel’s Dreamhair and
suggested to my friends and family. I cannot delay for my future appointment. My experience
is very good at such salon because of their effective services, friendly work environment, best
services, and many other. All these service are attract me to go back in this salon and purchase
these service again and again.
Thanks
Joel R and other staff members for the excellent level of hairdressing.
2

Analysis and recommendations for hairdressing businesses
Analysis
The Hairdressing Services company has enlarged over the past five years. Improving
image consciousness and the increasing population have demand for hairdressing treatment
services (Hairdressing and Beauty Services - Australia Market Research Report, 2018). Joel’s
Dreamhair is a hairdressing salon in Vienna that offer different services like waxing, kids'
haircuts, Updo hairstyles, beards and mustaches and many other (Chen and Chen, 2010). In order
to attract large number of customers company follow different service marketing concepts and
theories. Service marketing is the promotion of economic activities provided by an organisation
to its customers (Grönroos and Ravald, 2011.)
7P's of marketing Joel’s Dreamhair
Product Product should comprise of different
components which includes quality and variety
of services. The Joel’s Dreamhair already has a
various variety of facility such as hairdressing,
spa etc., But to maintain better image in
customer minds they should also have hair loss
therapy, trained and experienced hair stylist,
separate styling section, locker and shower
services and a conferable waiting room
(Grönroos, 2011).
Price This price in the company is one of the main
and large factor, because the rivals will always
try to provide a lower price. In order to draw
the attention of large customer Joel’s
Dreamhair provide many offer offers such as
Buddy discount, Family discount, Weekend
package, Wedding Package etc.
Place It is another important and effective part when
company marketing a business. It help them to
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decide price and the target market. Joel’s
Dreamhair has to produce their services at
Australia, South Africa and many other
locations (Helkkula, 2011).
Promotion It is another important part of the marketing
mix which is use by each and every salon to
attract large number of clients. Main focused
on this methods is to make more aware among
people about the services offered by the Joel’s
Dreamhair. Company follow different
promotional strategies such as free hairdressing
during the first week, poster, banners, leaflets,
newspapers and magazines (Hultén, 2011).
People The output of the service is mainly relay on the
cooperation or collaboration of the customer.
The workforce should be well experienced and
trained to analysis the requirements of the
clients. They should also have knowledge to
make recommendation to the consumers and
thus they require to change everyday about
unique hairstyles.
Process Process as the efficiency and effectiveness in
the delivery of hairdressing services. Customer
satisfaction is highly depend on the business
process so it is the responsibility of manager to
use better process (Huotari and Hamari, 2012).
In Joel’s Dreamhair, process is divided into
different parts such as Hygiene and safety,
Quality of the hairstylist and so on.
Physical Evidence Physical evidence another important part of
4

7P's which is apply by Joel’s Dreamhair in
different ways such as exterior and interior
decoration, membership cards. uniform of the
staff members, brand name and many other.
Therefore above mentioned marketing mix of Joel’s Dreamhair essential for them to
analysis customer satisfaction, expectation, service quality. This statement clearly defined as
under:
If Joel’s Dreamhair give variety and quality in their service they not switch their brand
and highly satisfied with it (Hairdressing and Beauty Services - Australia Market Research
Report, 2018.). Better experience of the customer is essential for the company's performance
and development. Since, in order to influence customers, word-of-mouth communication is one
of the best source (Lusch and Vargo, 2014). This method is applied by the clients during the pre-
purchase stage which is important to the salon. Joel’s Dreamhair should always have an effective
and friendly atmosphere and the client should have a highly clear relationship with the
administration.
Dimensions of service quality SERVQUAL: It is refer as a multi-dimensional research
instrument which is designed to record consumer perceptions and expectations of a service
beside the 5 dimensions that are believed in order to represent service quality (SERVQUAL
Model, 2014). All these dimensions are determined as under:
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Illustration 1: SERVQUAL Model
(Source: SERVQUAL Model, 2014)
Reliability: It is define as an ability in order to perform the secure service accurately and
dependably.
Assurance: It is a courtesy and knowledge if workforce and their capability to transfer
confidence and trust.
Tangibles: It is the appearance of physical equipments, facilities, communication and
personal materials.
Empathy: It is introduce as a provision of caring personalized attention to clients.
Responsiveness: It is identify as a willingness to support clients and to give prompt
service.
Results of SERVQUAL : It is essential and beneficial model for the customers to highlights bad
or good elements of a hairdressing services (Teixeira and et. al., 2012). This model monitor and
control quality over time which is significant for the business to achieve better results within
predetermined time duration.
Criticism of SERVQUAL: There are different number of criticisms includes in this model, some
are determined as under:
Length of questionnaire: It is prepared by the researcher in this total of 22 expectation
items plus 22 perception items includes, total is 44 items. If investigator add demographic and
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many other behavioural aspects such as superior experience with services or category and the
demographic standard including occupations, gender, age, educational attainment and so on.
Validity of five dimensions: The model's developers reresred and tested the SERVQUAL
scale for validity and reliability (Zomerdijk and Voss, 2010.). Furthermore, at the same period,
the model's creators recommended that followed use of instrument should adapt or modify them
for particular context.
Gap theory: It has been introduced by the Parasuraman, Zeithaml and Berry in 1988. It is
identify as a key variables in order to be evaluated to analysis service quality are clients' service
perception and expectation of performance. In this investigator argue that it is show gap between
these performance and expectations that evaluate service quality.
Illustration 2: Five core components of service quality
(Source: Five core components of service quality, 2016)
Consumer expectation: It is introduce as a management perception gap in this they may
have general perception of customers really wants. Main reason of this gap is lack of customer
focus or proper market.
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Service quality specification gap: In this management has no ability in order to translate
customer expectations and perception into service quality specification. In this service design is a
main gap.
Service delivery gap: Instructions for service bringing do not assurance high-quality
service performance or delivery (Five core components of service quality, 2016). There are some
reasons for this such as lack of accurate assist for the front-line members, process issue and
many other.
External communication gap: In this customers expectation are designed by the outside
communication of the salon. In this realistic expectation or feeling will commonly promote a
positive perception of customers about service quality.
Four gaps cause a fifth gap: It is identify difference between perception and expectation
of customers about service quality.
Flower of services:
1. Supplementary services that facilitate service delivery:
Information: It is the role of Joel’s Dreamhair manager to provide information all
information to their clients systematically (The Flower of Service concept, 2018). This
information mainly related with the offers, new hairstyles and many other. Lack of information
negatively effects on business performance and productivity. (Randall, Pohlen and Hanna, 2010).
Billing: It is the common to each and every service provided by Joel’s Dreamhair to their
customers. They commonly require bills to be clear. Incomplete, illegible or inaccurate bills risk
dissatisfying clients who have been quite satisfied and happy with their experience.
Payment: Customers desire to be clear about what they are paying from salon service. It
is the role of manager to provide different types of payment system facility to the customers. For
this, company use self-service payment system, e-payment etc.
Order taking: Once clients are ready to purchase hairdressing service, the Joel’s
Dreamhair accepts appointment, orders and applications (Schneide and Bowen, 2010). The order
taking process should be fast, accurate and polite so that clients do not waste their time and
enable unnecessary physical or mental effort.
2 Supplementary services that enhancing service delivery:
Consultation: Customers want personal counselling and customised advice. Now
business move to improving their supplementary service they led by consultation. It involves a
8

dialog in order to probe clients needs and then create an effective solution that is appropriate to
the requirement of the client. In this Joel’s Dreamhair different services to the customers such as
customized advice, personal counselling, training or tutoring in product use and technical and
management consulting.
Hospitality: Such type of services should ideally, indicate feeling at meeting innovative
clients and greeting old customers when they return. In this company try to treat their customers
as one of the essential assets (Zomerdijk and Voss, 2010). If client have to wait in salon, then
business try to provide waiting area with conferable seat and many other entertainment options
like Magazines, newspapers or TV.
Safekeeping: It is mainly related to keeping customers' record private, confidential and
safe. If business not able to keep all information safely then they loss trust from the client site.
Thus, it is the role and responsibility of the business to nor show any record of their clients to the
other customers.
Exceptions: It consist supplementary service that spill outside the actual service delivery.
Exceptions covers special requests and issue solving (Stickdorn and et. al., 2011). Special
requests in advance service delivery includes clients needs about hairstyles, cutting, hairdressing
and many other. In this company collect feedback from the customers about their services,
pricing strategy, products and offers.
Evaluation of the Service Encounter
Joel’s Dreamhair offer different variety of services to the customers. In order to identify
satisfaction and dissatisfaction level of customers towards business services, price, promotional
techniques and many other aspects manager conduct a qualitative research (Teixeira and et. al.,
2012). In this researcher select sample size of respondents which is 30 and prepare a
questionnaire. It is determined as under:
Theme 1: Awareness among customers about business services
Q1) Are you aware about services offered by
Joel’s Dreamhair?
Frequency
 Yes 25
 No 5
9

Yes No
0
5
10
15
20
25
25
5
Frequency
Interpretation: From the above mentioned graph it has been concluded that 25 out of 30
customers are aware about the Joel’s Dreamhair hairdressing and many other services. 5 out of
30 are not aware about the same.
Theme 2: Rating for business services
Q2) How would you rate your entire
experience at Joel’s Dreamhair salon?
Frequency
 Excellent 15
 Good 10
 Average 3
 Blow Average 2
10

Interpretation: Above given information is related with the customer feedbacks towards
business rating. In this 15 out of 30 customer are give excellent, 10 are good, 3 are average and
remaining are under blow average.
Theme 3: Satisfaction level of customers
Q3) How likely are you to come again at Joel’s
Dreamhair?
Frequency
 Very Likely 20
 Likely 7
 Unlikely 3
11
Excellent Good Average Blow Average
0
2
4
6
8
10
12
14
16 15
10
3
2
Frequency

Very Likely Likely Unlikely
0
2
4
6
8
10
12
14
16
18
20
20
7
3
Frequency
Interpretation: As per the above mentioned graph it has been concluded that customer
satisfaction in coming again in the salon. In this 20 out of 30 respondents are very likely, 7 are
only likely and rest of the customer are unlike to visit at this salon agin.
Theme 4: Types of factors impacted customer choice
Q4) What factor effected your choice of actual
hairdressing?
Frequency
 Pricing 10
 Convincing to home 5
 Quality of treatment 15
12

Pricing Convincing to home Quality of treatment
0
2
4
6
8
10
12
14
16
10
5
15
Frequency
Interpretation: According to the above given data it has been determined that there are
different factors which effect on customer choice of current hairdressing. In this 10 out of 30
respondents are agree as pricing is more effected, 5 are impacted by convincing to home and rest
of the customer are impacted by the quality of treatment.
Theme 5: Recommendation to the friends and families to go Joel’s Dreamhair
Q5) Would you recommended the services of
Joel’s Dreamhair to your friends and families?
Frequency
 Yes 20
 No 10
13

Yes No
0
2
4
6
8
10
12
14
16
18
20
20
10
Frequency
Interpretation: As per the above mentioned information it has been determined that out of 30
respondents 20 favour for availing services from Joel’s Dreamhair for their friend's and family.
Remaining 10 does not recommend.
RECOMMENDATION
Joel’s Dreamhair provides services in order to improve quality of hairs. In beauty sector,
there is difference in demand of consumers, so managers of Joel’s Dreamhair has to emphasise
more on market analysis. This helps to improve quality of services. As per recommendation they
must come with door step services. In this services they provide hair treatment at home of
customers. This helps to enhance sales and profitability of Joel’s Dreamhair. Doorstep services
can be done with the help of online booking. This helps to plan workforce accordingly and
provide up to the mark services. Doorstep services help Joel’s Dreamhair to expand business
through online booking and brand image can be improved.
CONCLUSION
This report talks about knowing personal experience after availing services. It helps to
make improvement in services of organisation. There is difference in thought of customer before
taking services, at the time of availing services and at last after availing services. 7 P's is best
technique to know impact of external environment and corrective measures can be taken
accordingly. Flower's of services is used by saloon in order to make improvement in services.
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Questionnaire is technique which helps to know about customer's perception. This works as
feedback of availing services.
15

REFERENCES
Books and Journals
“Phil” Klaus, P. and Maklan, S., 2012. EXQ: a multiple-item scale for assessing service
experience. Journal of Service Management. 23(1). pp.5-33.
Chen, C. F. and Chen, F. S., 2010. Experience quality, perceived value, satisfaction and
behavioral intentions for heritage tourists. Tourism management. 31(1). pp.29-35.
Grönroos, C. and Ravald, A., 2011. Service as business logic: implications for value creation and
marketing. Journal of Service Management. 22(1). pp.5-22.
Grönroos, C., 2011. Value co-creation in service logic: A critical analysis. Marketing theory.
11(3). pp.279-301.
Helkkula, A., 2011. Characterising the concept of service experience. Journal of Service
Management. 22(3). pp.367-389.
Hultén, B., 2011. Sensory marketing: the multi-sensory brand-experience concept. European
Business Review. 23(3). pp.256-273.
Huotari, K. and Hamari, J., 2012, October. Defining gamification: a service marketing
perspective. In Proceeding of the 16th international academic MindTrek
conference (pp. 17-22). ACM.
Klaus, P. P. and Maklan, S., 2013. Towards a better measure of customer
experience. International Journal of Market Research. 55(2). pp.227-246.
Lusch, R. F. and Vargo, S. L., 2014. The service-dominant logic of marketing: Dialog, debate,
and directions. Routledge.
Patrício, L. and et. al., 2011. Multilevel service design: from customer value constellation to
service experience blueprinting. Journal of Service Research. 14(2). pp.180-200.
Randall, W. S., Pohlen, T. L. and Hanna, J. B., 2010. Evolving a theory of performance‐based
logistics using insights from service dominant logic. Journal of Business
Logistics. 31(2) pp.35-61.
Schneider, B. and Bowen, D. E., 2010. Winning the service game. In Handbook of service
science (pp. 31-59). Springer, Boston, MA.
Stickdorn, M. and et. al., 2011. This is service design thinking: Basics, tools, cases (Vol. 1).
Hoboken, NJ: Wiley.
Teixeira, J. and et. al., 2012. Customer experience modeling: from customer experience to
service design. Journal of Service Management. 23(3). pp.362-376.
Zomerdijk, L. G. and Voss, C. A., 2010. Service design for experience-centric services. Journal
of Service Research. 13(1). pp.67-82.
Online
The Flower of Service concept. 2018. [Online]. Available
through.<https://www.scribd.com/doc/49683905/The-Flower-of-Service-concept-by-
Lovelock-et-al-Repaired>.
Hairdressing and Beauty Services - Australia Market Research Report. 2018. [Online].
Available through.<https://www.ibisworld.com.au/industry-trends/market-research-
reports/personal-services/hairdressing-beauty-services.html>.

Hairdressing and Beauty Services - Australia Market Research Report. 2018. [Online].
Available through.<https://www.ibisworld.com.au/industry-trends/market-research-
reports/personal-services/hairdressing-beauty-services.html>.
Five core components of service quality. 2016. [Online]. Available
through.<http://www.serviceperformance.com/the-5-service-dimensions-all-customers-
care-about/>.
SERVQUAL Model. 2014. [Online]. Available
through.<https://blog.kinesis-cem.com/2014/06/19/servqual-model-a-multi-item-tool-
for-comparing-customer-perceptions-vs-expectations/>.
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APPENDIX
Questionnaire
Name:
Gender:
Occupation:
Contact no.:
Email id:
Q1) Are you aware about services offered by Joel’s Dreamhair?
a) Yes
b) No
Q2) How would you rate your entire experience at Joel’s Dreamhair salon?
a) Excellent
b) Good
c) Average
d) Below average
Q3) How likely are you to come again at Joel’s Dreamhair?
a) Very likely
b) Likely
c) Unlikely
Q4) What factor effected your choice of actual hairdressing?
a) Pricing
b) Convening to home
c) Quality of treatment
Q5) Would you recommended the services of Joel’s Dreamhair to your friends and families?
a) Yes
b) No
3