Article 1 Cut out to be a mobile barber GETIING a stylish haircut despite a hectic work schedule is no longer a hassle as there is a mobile barber providing a fast and convenient service. Young executives, who are pressed for time, are able to get a trim or a new style in a modified air-conditioned van that serves areas in Petaling Jaya, Pantai Dalam and Bangsar. Entrepreneur Yahya Noh, 38, who started Pedro Ya Mobile Barber, said he ventured into the business after seeing his friends enter the food truck industry selling all kinds of food during lunch hour in Kuala Lumpur. Yahya thought it would be profitable to have a barber shop on wheels "that reaches out to the fast-paced world". Yahya, a Kelantanese and successful barber since the age of 18 in his hometown of Pasir Mas, decided to go mobile two-and-a-half years ago. He began by modifying a Daihatsu Gran Max 1.5 van with a RM20,000 budget. His van has room for a barber's chair, mirrors and storage areas for essential paraphernalia such as scissors, combs and hair products. The Pedro Ya mobile barber van at Jalan Pantai Dalam sees more than 300 customers a month.Electrical power points are also available to plug in hairdryers and a mini television hung from the ceiling of the van. "Modifications to the van were done in Gurun, Kedah. With the support of my wife Imilia Ishak, 38, a Kedahan, we ventured into the mobile service. "It allows time-strapped executives in Petaling Jaya and Kuala Lumpur to call us for a haircut. "We accept appointments and walk-in customers," he said. Imilia said most of the time, the van would be parked on the kerb at Lorong Asrama, off Jalan Pantai Dalam in Kuala Lumpur. "Yahya does the haircuts and I drive the van to the locations. "People love the idea of getting a haircut in an air-conditioned van, just after work or within walking distance of their homes when we park in housing areas," she said. Yahya added that millennials and teenagers usually ask for trending hairstyles. "Most executives want a fresh and cool look, while others choose classic hairstyles that are back in fashion and updated, " he said. Among the hairstyles Pedro Ya offers are the flat pompadour, short pomp, perfect sheer hairstyle, medium backcomb, Billy, Mohawk, Messi hairstyle and Cristiano Ronaldo's spikey haircut. Yahya operates from 3pm to 3am and gets a lot of customers after 6pm. Youngsters tend to come after 10pm. "I charge a reasonable rate of RM10 for a haircut but after 10pm, the fee is RM 15. "I also go to Taman Greenwood in Gombak, Ampang, and at times, as far as Sungai Petani in Kedah," he said. Yahya said he plans to buy a larger van to expand his business in the future. "Imilia and I are enjoying the mobile business, as we can take it wherever we want," he said. 3. Explain ONE perceived risk that will influence a Pedro Ya customer and how can he/she reduce it? What can the management offer to assist in reducing the perceived risk? 4. Which category best described Pedro Ya service? Justify whether it is high-contact, low-contact or medium-contact service category.

Pedro Ya service can be categorized as a medium-contact service. One perceived risk that may influence a Pedro Ya customer is the risk of sanitation and hygiene. Providing transparent information about their sanitation practices and certifications can further reassure customers and help mitigate this perceived risk.

Since the service is provided in a mobile van, customers might be concerned about the cleanliness and sterilization of the equipment and tools used for haircuts. To reduce this risk, Pedro Ya management can implement strict hygiene protocols, such as regular cleaning and disinfection of the barber's chair, mirrors, and tools after each customer. They can also display their commitment to cleanliness by using disposable or sterilized equipment for each customer.

Providing transparent information about their sanitation practices and certifications can further reassure customers and help mitigate this perceived risk. While it is mobile and provides convenience, customers still have direct contact with the barber during the haircutting process. The presence of the barber in the van and the interaction between the customer and the barber make it a medium-contact service. It is not entirely self-service or automated like a low-contact service, nor does it involve continuous face-to-face interaction like a high-contact service.

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