QUESTION ONE - Compulsory 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. (6 marks) B. Identify five_types of "jay customers" and how they could be managed. (10 marks) 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