A STUDY ON

SERVICE QUALITY AND QUANTITY OF RUPKALA BEAUTY PARLOR &

TRAINING CENTER, LALBANDI, SARLAHI

A FIELDWORK PROPOSAL
Submitted By:
KANCHAN CHALISE

TU Regd. No. : 7-2-379-44-2016

Group: Marketing

Of

JANA JYOTI MULTIPLE CAMPUS

Lalbandi, Sarlahi
Submitted To:
Office of Controller of Examination
Faculty of Management
Tribhuvan University

In the partial Fulfillment of the Requirement for the Degree of

BACHELOR OF BUSINESS STUDIES (BBS)

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INTRODUCTION

1.1 Background of the Study

With Competition in Nepalese Market, it is very difficult for a small service provider and sales
concerns to operate within the extent of low budget and low economic growth in order to cope
up with increasing in number of consumer and clients. What is being served to the client is based
upon the needs and utility to be derived by them. Rupkala Beauty Parlor and training center
basically focus on daily beauty maintenance and training of beautician.There is a distinction
between a beauty salon and a hair salon and although many small businesses do offer both sets of
treatments; beauty salons provide extended services related to skin health, facial aesthetics, foot
care, nail manicures, aromatherapy — even meditation, oxygen therapy, mud baths and many
other services. The visional and strategic mind developed an idea to create a harmonious,
productive, and profitable salon environment, supplying the community with a retail center, a
Bettiva share-school of cosmetology, and separate men's and women's salons. Establishing
Rupkala Beauty Parlor & Training Center was not only for revenue generation, but it was also
focused to help stakeholders and other related parties to enhance the degree of confidence of
services concerns of Nepal. Development of Beauty Parlor services represents huge amount of
investment, archives making it possible to analyze, interpret and assess individual and niches
demands. It is believed to be one of the reasons behind exponential growth of service sector
inside Nepal.

Beauty parlor services in the country are expanding fast without proper regulations and
monitoring by the government agencies, thus risking health hazards, insiders have said. As the
services have become popular, many new entrepreneurs are entering the businesses without
enough skills. The insiders alleged that the newcomers often use substandard cosmetics and
hazardous chemicals. This proposal reports the findings of a thorough study to establish the
factors that have led to the success of Profit plan of it through Budget analysis, sales implication
like BEP and MOS and profit earned in regards of such sales and how such success factors can
be applied in coming years for broader development and upliftment of the venture as well as
other similar institutions focused on these types of Sales.

1.2 Introduction to Rupkala Beauty Parlor & Training Center

Over 3 years ago, a young leady set out on a journey with little beyond intelligence business,
determination and dreams. She believed that people of city like Lalbandi will need beauty
parlor service for their daily beauty maintenance. Also as most of the girls and women live in

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 Lalbandi and nearby cities are medium class, she believed that beauty parlor training service
will be their first choice for their need of own self-employment. Rupkala beauty parlor &
training center came into being a vision, one that avoided the easy paths to profitability, and
sought instead for ways to make a contribution. A vision that a young lady, Kamala
Upadhaya, to make a fresh start of venture in parlor sector. On 8 th ofAshar 2073,in the name
of her two daughter Rupa & Kala Rupkala beauty parlor was born at Lalbandi with Mrs.
Kamala Upadhaya as Managing Director. It was a trendsetting business house driven by the
business philosophy, which she had learned from her work experience in Shuvashree beauty
parlor.
Rupkala Beauty Parlor & training center is the business related to beauty items and beauty is
transmitted from one to the other generation. Rupkala Beauty Parlor is the need of every age
of girls, women and children famous poet keats defined the word beauty as : " A thing of
beauty is a joy forever." Beauty parlor is a very important shop to make the people good
looking by application of cosmetics treatment of hair and nourishment of skin by various
methods. Life style is fast changing in the modern era and the women have become more
conscious about their make up the status of women has improved a lot and is improving
further. This has resulted in their life style changing. Also their economic independence
encourages them to resort this type of services.

1.3 Objectives of Rupkala Beauty Parlor & Training Center

Rupkala Beauty Parlor & Training Center has become one of the leading Beauty
trading concerns. It has following objectives:
 To create a services based salon, whose goal is to exceed customer’s expectations
 To increase the number of clients served by at least 20% per year through superior
performance & words of mouth referrals
 To develop a sustainable start-up business, contributing to increased employment of
community residents
 Keeping current client happy
 To help in economic development of the country.
 To decrease the problem of unemployment
 To develop the small business sector in Nepal
 To help in maximum utilization of local resource

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 1.4 Rationale of the study
The beauty care service in Nepal is growing day by day and it is contributing the
economy both in terms of revenue and employment generation. Along with the local
firm, many foreign firm and franchise companies are trying to enter in this service with
professional set up and huge investment.

In today competitive environment, majority of the business face with intense competition.
They need not only to retain their existing customer but also attract new customers.
Among the business service sector become important because it can create job
opportunity and provide customer satisfaction. At present, in service sector, beauty care
service are growing faster and booming because it can provide service self-confidence,
persona grooming and anti-aging society. In the highly competitive beauty-care service,
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 faces challenges. Important benefit
of visiting beauty shop that people get ensure of their best look at all the time. After a
stressful day, people want to relax and to take action, so they visit spa and salon, where
they complete relaxation with pampering touch. It is obvious that everyone wants to look
beautiful and healthy as well as this is the requirement of today's busy life.

Among various categories of beauty-care service business, Rupkala Beauty Parlor &
Training Service, a well-established beauty-care service salon since 2073 BS, in serving
with a wide menu of beauty service which includes make-up and hair dos', hair braiding,
hair extension and weaving, hair perm, hair color and hair straighten with various
technique and Facial treatment to its customers in the competitive market of Nepal.
Therefore, there is a requirement to analyze the service quality leading to customer's
satisfaction and loyalty of Rupkala Beauty Parlor & Training Center. Many of these
studies have shown different pattern of service gap on the five dimension of service
quality.

But being a personalized service, beauty care contains different intrinsic extrinsic cues of
quality which are different from the other industries. And so far, no significant research
was done on service quality of Rupkala Beauty Parlor and Training Center in Lalbandi
City.

So, it is expected that current studywould help the parlor service experts and management
of beauty care service provider to improvise their services. And understanding the
significance and the implication of each service criteria would help them to prioritize
there area of improvement, which would be especially helpful for a growing service
industries like this. Thus the main objective of this study is to find out the service gap, i.e.

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 the gap between the expectation and perception of the customers about the service of
Rupkala Beauty Parlor & Training Center.

1.5 Review
In the field of service 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 judgment of customers, who define the service as superior.

The classis researchers has defined the term 'service quality' as the different between
customer expectations of the service to be received and perceptions of the service
actually received (Grönroos 1984;Parasuraman, Zeithaml& Berry 1988).Perception was
defined as consumer’s beliefs relating to the received service(Parasuraman, Zeithaml&
Berry 1985). Brown and Swartz (1989) defined perceivedservice as “experienced
service”.On the other hand, expectation was defined as the desire or want of theconsumer
about the service (Parasuraman, Zeithaml& Berry 1985).

In most of the cases, service quality expectations involve norms andthese 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“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 customer’sassessment of overall service
quality depends on this service gap.Khin Kay Khine, A study on Service quality of Able
Winners Catering Company,January 2013 found that how customers perceive the service
qualityand being able to measure service quality can benefit as professional.Wutt Yi Soe,
Customer Satisfaction on Service provided by Pin Lon Hospital,January 2013 found out
that strongly positive relationshipbetween patient satisfaction and service quality.
http://en.wikipedia.org/wiki/Customer_service
http://www.managementstudyguide.com/customer-satisfaction.htm

1.6 Methodology
This Proposal paper is organized into seven topics.In the first chapter, it contains
Background, Introduction, Objective of the study, Rationale of the study, Review,
Methodology and Limitations of the study. In this proposal paper service quality of
Rupkala Beauty Parlor & Training center are analyzed.

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 1.7 Limitations of the study

Thestudies will emphasis on services quality of Rupkala Beauty Parlor & Training
Center. Which is locates on Lalbandi-7, Sarlahi.The study will focus on customer
satisfaction towards services provided by Rupkala Beauty Parlor & Training Center.
Despite of effort to collect all information data for over all analysis of the organization
and indented system there are still some limitations of the study because of various
reasons and they are as follows:

 The study was limited only to the period of last 3 years.

 Some data’s couldn’t be published because of organization rules