University Service Experience Report: Marketing Models and Analysis

This report analyzes a personal service experience at a hair salon (D2M) using service marketing models to evaluate customer satisfaction. The report begins with an introduction to the experience, including details about the booking process, the services received (hair coloring and haircut), and the overall interaction with the staff. The core of the report focuses on applying two key marketing models: the Expectancy-disconfirmation model and the Multi-attribute model. The Expectancy-disconfirmation model is used to compare pre-service expectations with the actual service received, quantifying the satisfaction or dissatisfaction based on the deviation. The Multi-attribute model is then employed to compare the chosen salon (D2M) with two competitors, evaluating them on several attributes like price, layout, staff friendliness, and convenience. The report concludes with a summary of the learning outcomes, highlighting the ability to compare alternatives effectively and the quantification of intangible aspects like satisfaction. The report also includes references to the marketing models used.

Name of the University
Service experience report

Table of Contents
Introduction...........................................................................................................................................2
Service marketing..................................................................................................................................2
My Experience......................................................................................................................................2
Expectancy-disconfirmation model of satisfaction................................................................................2
Multi-attribute model.............................................................................................................................4
Conclusion.............................................................................................................................................5
REFERENCES......................................................................................................................................5

Introduction
One of the service experiences which is indicated and discussed for this report is the
experience of service for hair salon (hair dressing), in the report I have co-related it with the
service marketing models to analyse the satisfaction level.
My Experience
I went to D2M a month ago, on 19th February, a hair & beauty salon, nearby Victoria market
in Melbourne. I come to know about this saloon through advertisement, word of mouth &
some of my friends. To get hair colour and a haircut, online reservation was done two days
before I received the service. When I went to the hair salon the staff asked me my phone
number, although I have booked for the services I waited around 20minute because someone
was availing the service. During the waiting time, they kept my bag and cloths and offered a
cup of green tea to me. It took about two hours to get my hair done and the hairdresser kept
talking to me in a friendly manner. When I was paying for the service, they discounted the
price of haircut because I had availed two services, which were haircut and hair dying.
The two models that I have selected are Expectancy-disconfirmation model of satisfaction &
multi attribute model
Expectancy-disconfirmation model of satisfaction:
This model states the link between the expectation, actually performance and deviation, in
which deviation is the result of mismatch between expectation and actual performance.
Satisfaction for a consumer depends on the amount of deviation, smaller the deviation greater
will be the satisfaction and vice versa (Forrest.2012).
(Researchgate, n.d.).

I too had a lot of expectations from the saloon before I had availed the services as I had heard
a lot about it, now on the basis of my experience I have justify my satisfaction and dis
satisfaction level in numerical terms.
The comparison of my expectation and actual performance is done in the table below to
analyse satisfaction and dis-satisfaction
Expectation Actual Deviation Satisfaction/Dissatisfaction
D2M D2M Positive/
negative
Quality of hair
dressing
10 10 No
deviation
Satisfied
Price 9 8 Positive satisfied
Layout of shop 8 9 Positive satisfied
Friendliness of staff 10 9 negative Dis satisfaction
Convenience of
location
8 8 No
deviation
satisfied
Opening hours 8 8 No
deviation
satisfied
Vouchers or
discount
10 9 No
deviation
Fairly satisfied
Availability of
booking online
8 8 No
deviation
satisfied
Result: - Overall there was not much deviation in expected and actual performance.
Multi-attribute model
It is a model, in which a consumer compares 2 or more products or servicer of same category
on the basis of some assumed attributes. Each attribute is provided with different weighs that
depends on the consumer, higher the weights higher is the significance and vice versa
(Wanga, Z., Haob, H., Gaoc, F., Zhangb, Q., Zhangb, J., Zhoub, Y., 2019).

After availing the service from D2M saloon, on the basis of my experience I have made a
comparison among the 3 saloons on the basis of eight attribute which are mentioned below
and after the evaluation I have come to the conclusion that the decision of choosing the
saloon for service was correct as it has the edge over the other two.
D2M SUI Ribbon Importance rate
Quality of hair
dressing
10 10 10 35%
Price 9 8 7 25%
Layout of shop 8 6 8 12%
Friendliness of staff 10 9 9 10%
Convenience of
location
8 10 9 5%
Opening hours 8 8 9 5%
Vouchers or discount 10 9 8 5%
Availability of
booking online
8 0 10 3%
Total score 8.97 8.47 8.71 100%
Conclusion
The learning outcome of this project helps in making effective comparison among the
available alternatives. Through which I was able to justify my selection and it has also taught
me, how to calculate the value of intangible things (satisfaction) in numerical terms, which
made it easier for me to measure the deviation & satisfaction level.

References
Marketing-schools,(n.d.), service marketing, Accessed 9 April, 2019, From:
Marketingstudyguide, (n.d.), Multi-Attribute Attitude Model, Accessed 9 April, 2019, From:
Forrest, M., (2012), Expectations, Disconfirmation, and Citizen Satisfaction with the US Federal
Government: Testing and Expanding the Model, Journal of Public Administration Research and
Theory. 23. Accessed 9 April, 2019, From DOI: 10.1093/jopart/mus012
Researchgate, (2012), Expectations, Disconfirmation, and Citizen Satisfaction with the US
Federal Government, Accessed 9 April, 2019, From:
Researchgate, (n.d.), The expectancy-disconfirmation model of satisfaction, Accessed 9 April,
2019, From:
Wanga, Z., Haob, H., Gaoc, F., Zhangb, Q., Zhangb, J., Zhoub, Y., (2019), Multi-attribute
decision making on reverse logistics based on DEA-TOPSIS: A study of the Shanghai End-of-
life vehicles industry, Volume 214, Pages 730-737 Accessed 9 April, 2019, from:
https://doi.org/10.1016/j.jclepro.2018.12.329
Yourarticlelibrary, (n.d.), Service Marketing: Definition, Features and Problem Faced in
Marketing Services, Accessed 9 April, 2019, From: