I have recorded my personal experience of my service encounters in selected hairdressing salons. Based on my experience and judgment as a customer, I found that the service encounters did not quite meet my expectations. However, there are some issues that I found that were unsatisfactory and which will be discussed further. Services marketing involves many theories and models to be considered to maximize the company's profits. This process involves both parts of the company and also consumers. In this case, the salon service will be evaluated based on servicescapes, design, customer relationship development, customer expectations and demand management. Servicescapes is one of the elements that can influence consumer behavior. Servicescape is the environment in which the service is assembled and in which the employee and customer interact, combined with tangible assets that aid service delivery and communication (Bitner, 1992). Servicescape refers to the environments in which services are provided and in which the company and customer interact. It is important to create an environment that represents the type of service to be served and find a good way to present it. The most important thing is to create a pleasant environment. Kim (2005) explained that developing environments that appeal to consumer pleasure and states of arousal, while avoiding atmospheres that create submission, increase customers' purchasing potential. As for the hairdressing salon, the environment is simple and less attractive. Lack of creativity in interior design with simple decorations creates a bad impression on customers. The wall color should be warm and refreshing as customers expect a fresh and new look....... middle of paper... ce. This can also understand what customers want based on their preferences. Salon management should identify problem stages and consider preventive measures in the near future. A good relationship between suppliers and customers can be beneficial. Customers may also be more accommodating, more tolerant, forgiving of mistakes, and willing to provide feedback and insights into unmet needs (Leuthesser, 1997). With positive relationships with customers, they tend to keep visiting the salon to experience another good service and this obviously can create loyalty among customers. 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 vital to the survival and profitability of any service.