Question

Read the case below and respond to the requirements that follow. Please note that this is a hypothetical case and does not represent the real issues as may pertain to the case study area.

The Case of Nasha Body clinic

Nana Ashorkor Kyei is the Managing Director of Nasha Body clinic, a leading “body massage butik” in Accra. She has established standards in her organisation that to the best of her knowledge must satisfy customers. Although some of her customers are contented with her services, others remain dissatisfied and customer complaints keep increasing. Nana Ashorkor does not understand why in spite of all her efforts at providing the best services, customers keep complaining. She decided to engage a Consultant to help analyse the situation. After a month of intense surveys, the consultant presented a report. The findings revealed that most customers were dissatisfied with the firm’s service concept. Secondly, frontline executives lacked the competencies and skills required to manage different types of “Jay customers”. The third finding pointed to the fact that staff did not seem to understand how to manage challenges posed as a result of the unique characteristics of services. Having undertaken a course in services marketing, you have been tasked to help Nasha Body clinic address the findings presented in the report. Your terms of reference include the following;

A. Explain the key elements of a service concept and suggest appropriate ways of designing an effective service concept.

B. Identify five types of “jay customers” and how they could be managed.

C. Discuss basic characteristics of services and their implication for Nasha Body clinic. (6marks)

D. What is a Service Paradox and how can Nasha Body clinic use it to their advantage?

Answer 1

1) service design mean s organising people ,worker,infrastructure and business components in order to improve coordination between service provider and service consumers.There are many key elements which are concerned with effective service design such as

A)reckinic is thattshe hasspect the customer.

B)understanding their expectations and work accordingly

C)positive attitude towards customer or service receiver.

D)making special efforts to satisfy the needs of challenging service receiver.

An effective service design helps tosatisfy the expectation and desire if service receiver.

2)the five types of "Jay customer"are as follows:, and they could be managed in following ways

A) this type of customer who are dissatisfied with firm's service concept,these type of service receiver can be managed by identifying there appropriate expectation.

B)2nd type of Jay customer were those who were dissatisfied by Frontline executives which don't have properskills and they could be manage by providing proper cinsultationas per the views of customer.

C) some of the customer were dissatisfied by the service of worker which can be managed by providing them proper instruction.

D) some of Jay customer we're not properly satisfied by the service provided there it could've managed by understanding there complaints and improving there services.

E) some of the customer were truly satisfied by the service and it could be properly managed by providing similar or even better services

CD)Basic characteristics of Nasha body is that they have established standards in there organisation that to best of their knowledge which must satisfy their customers. Although some of the customer are satisfied but some are not but they attempt to give best to their customer. Satisfying expectation of their customer is a prominent customer of Nasha body clinic .

D)service paradox is a situation where a service receiver thinks morehighly of a company after the company has corrected a problem with the service compared to how they would regard the company if non faulty service had been provided. It can benefit Nasha body clinic. The customers who were discontent by the service can find solution to their issue,it can help in maintaining harmony between service receiver a d service provider.

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