Page 64 - DMGT522_SERVICES MANAGEMENT

Unit 2: Emergence of the Services Economy

(c) Services are tangible Notes
(d) None of the above
14. Within the new service development process which of the following is part of the realisation
stage?
(a) Business analysis
(b) Formulation of new service strategy
(c) Concept development

(d) Service design and testing
15. Johnson et al. (2000) argue that new service development should be viewed as a cycle.
What are the four key pieces at the centre of the cycle?
(a) People-product-systems-service
(b) Technology-product-systems-quality

(c) Technology-people-systems-service
(d) People-product-systems-technology

Case Study Case: Kaya Skin Clinic – Redefining Beauty

t is truly said that a journey of million miles begins with a single step! And so it was
Iwith Kaya skin clinics, a pioneering concept from the stables of Marico, one of the most
innovative FMCG companies on the Indian landscape. A single clinic, started as a prototype
in Bandra in December 2002, Kaya has grown at an unprecedented pace. Today, it has 81
clinics strong in India across 26 cities, 14 clinics in the Middle East and 2 clinics in Bangladesh,
with miles to go in terms of the future....an exhilarating journey indeed!
Want a makeover? Or just a rejuvenating experience? Or a bridal feel good factor? At
Kaya, you shall find everything just customised according to your needs. As their tagline
defines them ‘let your skin talk–they have proved every word of it and defined their
brand image meticulously.

The ambience at Kaya Skin Clinic is warm enough to make you feel that a customer is
always highly valued. They will instill all the components of confidence in you by taking
care of your skin, making you feel uplifted from outside as well as inside. Soft, youthful
and glowing skin is what they are bound to offer you with their seamless service capability.
Services at Kaya Skin Clinic

l. Skin Beauty: The skin beauty is very much essential to exhibit the glow in the
appearance. We all are definitely born with a beautiful skin but with every passing
day, the beauty of the skin needs to be maintained as there are external factors like
pollution, seasonal and climatic changes as well as internal stress which diminishes
the shine.
2. Skin Concerns: Kaya Skin Clinic caters to various skin concerns like pimples or
acne, dark patches or pigmentation.

3. Hair Free: At Kaya, they have the Kaya Permanent Hair Reduction Treatment which
gets you out of painful experiences like waxing, threading.
Contd...

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