I have recorded my personal experience of my service encounters in a selected hair salon. Based on my experience and judgment as a customer, I found that the service encounters did not fully meet my expectations. However, I encountered a few unsatisfactory issues which will be discussed in more detail. Services marketing involves many theories and models to consider to maximize business profits. This process involves both sides of the business but also consumers. In this case, the salon service will be evaluated from servicescapes, plans, customer relationship development, customer expectations and demand management. Servicescapes are one of the elements likely to influence consumer behavior. The service landscape is the environment in which the service is assembled and in which the employee and customer interact, combined with tangible products that facilitate service performance and communication (Bitner, 1992). Servicescape refers to the environments in which services are provided and in which the business and customer interact. It is important to create an environment describing the type of service to be served and find a good way to present it. It’s all about creating a pleasant environment. Kim (2005) explained that developing environments that appeal to the consumer's pleasure and arousal states while avoiding atmospheres that create submissiveness increases customers' purchasing potential. As for the hair salon, the environment is simple and less attractive. Lack of creativity in interior decoration with simple decorations creates a bad impression of customers. The wall color should be warm and refreshing since customers expect to have a fresh and new look....... middle of paper ......this. It can also help understand what customers are looking for based on their preferences. Salon management should identify problematic steps and consider preventive measures in the future. A good relationship between providers and customers can be beneficial. Customers may also be more accommodating, more tolerant, forgiving of mistakes, and willing to provide feedback and insight into unmet needs (Leuthesser, 1997). Having positive relationships with customers, they tend to keep visiting the salon to experience another good service, which of course can build customer loyalty. Loyal customers are associated with larger and more frequent purchases and generate positive word of mouth (Diller, 2000). Therefore, the quality and strength of customer relationships are considered essential to the survival and profitability of any service...