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INTRODUCTION
Marketing is a social and managerial process by which individuals
andgroup obtain what they need and want thr...
Today marketing must be understood not is the old sense of makinga
scale. “Telling and selling”but in the new sense of sat...
WHY SURVEY YOUR CUSTOMER?
The following are all compelling reasons to survey your customers:
Customer Loyalty:
Understand ...
termbusiness you’ll get. It’s worth it to focus on customer satisfaction
st8rategies,no matterhow large or small your comp...
ADVANTAGES OF CUSTOMER SATISFACTION SURVEYS
Up-to-date feedback:
Gather current customer feedback on various aspectsofyour...
Privacy Issues:
We live in a high-tech environment filled with daily doses ofunwanted
junk email, email solicitations, and...
COMPANY PROFILE
Date of establishment 1965
Address 150,(new no.68), lux church road, II floor ,mylapore
Chennai-600004,tam...
companies. Reliable services are ensured through cordial customerRelationships.CII
and mickinsey raved about the viveks br...
Viveks had spent several years laying the foundation for an explosive growth. Its
mission was to be INDIA's first truly wo...
OUR MANAGEMENT TEAM
such a meteoric growth has been made possible by the dedicated efforts of the three
Setty brothers, wh...
The service centre operate under a centralized support office which covers all
functions of administration, finance, marke...
AWARDS AND RECOGNITIONS
Awards and recognitions are an integral part of viveks history as
it is more trusted than the bran...
NEED FOR THE STUDY
The need for the customer satisfaction is necessary for all business or
small. The satisfaction of the ...
OBJECTIVES OF THE STUDY
PRIMARY OBJECTIVE:
To study the satisfaction level of the customers of VIVEKE PVT. LTD Company.
SE...
REVIEW OF LITERATURE
MARKET
A market is defined as an aggregate of the potential buyers for a Product of service.
The comm...
 Modern marketing is the guiding elements of business.
OBJECTIVES OF MARKETING
 To develop an intelligent appreciation o...
 Improve the responsiveness and effectiveness of service
providers in target areas.
 Link regular customer’s feedback to...
 We must satisfy and even delight our customers with the values.
 Software products and service to gain their loyalty an...
It holds the key of the organization is to determine the need, wants and values of a
target market and to adopt the organi...
and the features can be independently satisfaction of each other one can satisfy while
the other don’t.
Reliability:
Relia...
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
AIM OF THE STUDY:
The aim of survey was undertaken with the sole aim of determin...
The research design adopted for this project is descriptive research studies are
those which describing the characteristic...
The primary data has been collected with the help of questionnaire. The
questionnaire consists of a set of structured clos...
SAMPLE SIZE:
The sample size of 50 was taken by the research for the research which is
based only the response gives by th...
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A study of customer satisfaction

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A STUDY OF CUSTOMER SATISFACTION

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A study of customer satisfaction

  1. 1. INTRODUCTION Marketing is a social and managerial process by which individuals andgroup obtain what they need and want through creating and exchangingproducts and value with others without marketing the products produced worldhave no use and it would be considered to be important function in any business. Customers estimate which offer will deliver the most value.Customers are value maximize within the bounds of search costs and limitedknowledge,mobility and income. They form as expectation and value and act onit. Whether or not the offer lives up to the value exception affects bothsatisfaction and repurchase probability. Satisfaction is a person’s feelings of pleasure or disappointmentresulting from comparing a product perceivedperformance (or outcome) inrelation to his or her expectations. Satisfaction is a function of perceived performance andexception.If the performance falls short of exception, the customer isdissatisfaction.If the performance matches the exception,the customer ishighly satisfied or delighted. Many companies are aiming for high satisfaction becausecustomer who are just satisfied. Still find it easy switch when a better offercomes along. Those who are highly satisfied are much less ready to switch.According to the above stated definition the products and consumer value couldbe created and exchanged. A products is anything that can be offered to a market tosatisfy a need or want “a products anything that can be offered to a market forattentionacquisition uses or consumption that satisfy a want or need. Itincludes physical objects services,persons,places,organization and ideas”customer value is difference between values the customer gain from owing or using a product and cost of obtainingthe products.
  2. 2. Today marketing must be understood not is the old sense of makinga scale. “Telling and selling”but in the new sense of satisfying customer needs. Customers took for various aspects to be present in any productsthat they are willing to pay for. Hence it becomes necessary for the organizations.In the present day world many come forward to give the customers what they need,they enhances competition into the market. PURPOSE “Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty.Customer satisfaction data are among the most frequently collected indicators of market perceptions”. “Everyone is chasing customer satisfaction yet again and theythink the use of social media is important to the measures.The problemwith that strategy is that if you simply achieve customer satisfaction It is simply meeting basic expectations”. You can run surveys,measure engagement,test theories etc. etc. Butunless you go way beyond what is expected you will never win. Most customers don’t really know what would exceed their expectationsbecause they have never experienced it.Using simply surveys to define what needs to be“customer focused” is like driving by looking in the rear view mirror, crash! Steve Jobs looked ahead of what the customer expected then made thecompetition chase the bar he set. Lets now waste time asking the customer what theywant,like or expect because the frame of reference is what they got,didn’t like as thebar of expectation. Change the bar by innovating and instead of running surveys and tryingto measure satisfaction you become the new paradigm of satisfaction.
  3. 3. WHY SURVEY YOUR CUSTOMER? The following are all compelling reasons to survey your customers: Customer Loyalty: Understand the magic – what they like about you and what theydislike. Knowing what keeps them coming back over and over again isthe secret toyour success.Loyalty is the magic when they start talking about you and referring you to others. Customer satisfaction: Satisfied customer are those who do not have outstandingnegative issues concerning you on their mind. This doesn’t mean everything has alwaysbeen perfect. Sometimes things may not have gone all right. In all such situations yougave your customers a chance to talk to you.sympathetic listening to customers isessential. Online surveys provide a way where customers get a chance to get theirside of the story out without being interrupted. Effective Communication: By inviting customers to talk to you and through careful designof your survey you can effectively inform your customers about things they may notknow or remind them of important changes or innovations in your organization.This is clever because customers will read your survey more carefully than most othercommunication you send them. Importance of Customer Satisfaction: The importance of customer satisfaction is apparent when you realize that, without customers, you don’t have a business. A single unsatisfiedcustomer can send more business away from your company than 10 satisfied customers. The more you focus on customer retention and customer support, the more long-
  4. 4. termbusiness you’ll get. It’s worth it to focus on customer satisfaction st8rategies,no matterhow large or small your company is. Understanding the needs of the customer is critical: A business relationship, just like any other relationship,relieson both people getting their needs met.No matter what type of business you are in, all customers want the same thing.They want to feel welcomed and appreciated by you and your staff. They don’t want to get the impression that they are just being used by you for money. Small interactions like “Thank you” and a nice smile can go a long way toward customer satisfaction. Make sure your employees operate with the same principles: A big part of customer satisfaction is reliability. If customers come to expect a certain mode of behavior from you and your employees, you should deliver it to them each and every time. Customers want to be able to reply on you. They expect consistent delivery times and support. By training your employees to treat all customerswith the same respect, your customers will all have the same experience with your company, which will increase customer satisfaction. Be honest when you don’t meet expectations: Customer satisfaction is at its most important when somethinggoes wrong in the chain of delivery. Whether a customer was double charged or didn’t receive what she ordered, your employees need to handle the situation with the utmost care. Your employee should apologize and take steps to rectify the situation. The phrase“the customer is always right” is at the core of a good customer misread the instructions ormade the mistake; your employee should take steps to make the customer happy.
  5. 5. ADVANTAGES OF CUSTOMER SATISFACTION SURVEYS Up-to-date feedback: Gather current customer feedback on various aspectsofyour company. You can stay on top of customer trends through regularly scheduled online surveys or email surveys, and receive instant customer feedback. It is always useful to acquire insight into how your customers are currently reacting to all aspects of yourbusiness. Benchmark results: You can administer the same survey every so often tocustomers to gain continued insight into your customers. Surveys can have the same questions, which will allow you to compare data overtime and benchmark survey data across previous years to determine if any changes need to be made. Show that you care: Customers like to be asked for their feedback. It givesthe customer to gain continued insight into your customers. Surveys can have the samequestions, which will allow you to compare data over time and benchmark survey data across previous years to determine if any changes need to be made. DISADVANTAGES OF CUSTOMER SATISFACTION SURVEYS Too many surveys, so less time: Your customers are bombarded with online surveys. Surveys may be simple to complete, however, some people simply don’t like to complete them.Sending surveys too often can irritate customers and lead to customer burnout. Customer burnout can result in low response rates or result in lower satisfaction scores, despite your reputation for providing excellent products or services.
  6. 6. Privacy Issues: We live in a high-tech environment filled with daily doses ofunwanted junk email, email solicitations, and sales calls. When taking an online survey or aphone survey, it is hard for your customers to believe that they aren’t being tracked. Because of insecurities of releasing private information, customers today are hesitant in giving out information that may lead to more junk email and unwanted calls. Make certainto assure customers that the information they provide in response to your customer satisfaction surveys will not be used. Without this disclaimer, it may be difficult to receive a good response rate.
  7. 7. COMPANY PROFILE Date of establishment 1965 Address 150,(new no.68), lux church road, II floor ,mylapore Chennai-600004,tamilnadu Branches Bangalore & Chennai Management team B.A Kodandaraman – chairman & managing Director B.A Chandrasekaran, joint managing director B.A srinivas - joint managing director Over view Viveks Ltd. operates three retail brands: viveks, Jainsons, and premier. it is the largest consumer Electronics and home appliances retail chain in INDIA. The group consists of vivek agencies, vivek service Centre, and vivek lockers. its products include air Conditioners, refrigerators, audio systems, cameras Computer, dish washers, home theatres, kitchen Appliances, microwave vans, mobile phones, VCDs/DVDs and washing machines. The number of stores of vivek enhanced from 3 stores To 53 stores and turnover increased to rs.350 cores (USD 80 million).the company received VM-RD retail Design award for the best store visual merchandising. It Also received special jury award for the best shop fitting Store in the country. Vivek Ltd. Is a professionally managed public limited company carrying three retail brands-viveks, jainsons, adding to the strength of 1000 employees.Viveks Ltd is one of the most the most leading and respected consumer electronics and Home appliances retail store in INDIA. Vivek popularized several brands by creating visibility and has the Distinction of being a market dealer and trendsetter with continuous support from the principal
  8. 8. companies. Reliable services are ensured through cordial customerRelationships.CII and mickinsey raved about the viveks brand as ‘’more trusted as The brand sells’’. THE STORY OF VIVEKS B.A. lakshminarayana settee influenced by the ideals of swami Vivekananda setup a small Shop a small shop of 2000 sq.ft.at mylapore, Chennai, with an investment of only Rs.10,000 (USD 230) to sell electrical fitting and folding chairs. Added slowly radio, fans, mixers, irons, Heaters, and other house holds. He named his business viveks& co inspired by his guru Swami Vivekananda. B.A. kodandaraman took over his reins after the demise of his brother B.A. Lakshminarayanashetty and increased the turnover of rs.1.65 lakhs(USD 3840) in the first year of the stunning figure of 28 cores (643680) by 1980. During the initial stages the consumer durable electronics’ were consolidated luxury to make themReach the mass middle classes families. Viveks started in house easy monthly installmentsscheme.This also helped the company to increase its business and gain new customers. HISTORY OF VIVEKS FOUNDER'S VISION  Offering the best products to people on the most affordable terms;  Rendering uncompromising customer care  Offering employment to the deserving and the needy  Serving the larger interests of the society in ways dear to him THE CONCEPT OF ''MORE'' With the opening of two new showrooms at purasawalkam (1968) and T.nagar (1980), viveks and co broke new ground by being the first to the widest range of consumer durables under one roof .
  9. 9. Viveks had spent several years laying the foundation for an explosive growth. Its mission was to be INDIA's first truly world class , consumer durable retailing chain. It aimed to achieve this through.  Geographical expansion,  Upgrading operational standards,  Widening its product range,  Offering easy finance solutions Its strategy was to offer customer's ''more'' of everything, viz.  More space  More products `  More brands and models  More service  More attractive promotion Thus, was born the concept of viveks ''The unlimited shop'' While the first 30 years saw the setting up only 3 showrooms, the subsequent 4 years saw spurt of growth – an addition of 50 more showrooms through the expansions and acquisitions By these strategic initiative for rapid expansion, by incorporating Viveks Its in 1994, established its dominance in the two states on Tamil Nadu and Karnataka With 51 showrooms covering a retail space over 1, 75,000sq.ft and boasting of a group turnover of Rs. 400 Cores!! The future plans envisage setting up of 50 more showrooms in south India
  10. 10. OUR MANAGEMENT TEAM such a meteoric growth has been made possible by the dedicated efforts of the three Setty brothers, who always ensured that Viveks was ahead of its time by creating and establishing competitive, advantages introducing systems to enhance operational effectiveness, changing with times, Without in anyway. More then 800 lockers and provides safe storages facility. The Lockers are certainly situated in the city of Chennai for customer convenience, the board of directors of Viveks Lockers consists of renowned professionals varied schemes were introduced to suit customer requirements Viveks Lockers opened a second branch in Nanganallur Chennai in 2002. VIVEK AGENCIES Viveks with a novel approach to retail business ventured into a new area in the distribution channel. Viveks groups realized the importance of an integrated approach to retailing well ahead of time and set up a distribution firm Vivek Agencies in 1976. Starting with the distribution of sumeet mixers, the company has added a whole range of products to its distribution basket. CUSTOMER SERVICES At Viveks, all imitative is taken towards continuous advancements in serving the customer. One of our most recent endeavourer is the Viveks Service Center, set-up to provide comprehensive technical assistance in product services, installations and repair. Viveks Service Center was inaugurated on 10th September 2004 with a pooja to being things on an auspicious note. The Viveks Service Center incorporates the latest in design and style elements. So as to create a pleasing environment for customer and employees alike. Much attention was paid to create a state of the art work conditions for employees and the perfect ambiance for customers.
  11. 11. The service centre operate under a centralized support office which covers all functions of administration, finance, marketing, humans , inventory and most Importantly a good customer support team and a dedicated multi-line customer service Call centre. Viveks service centre is already the most sought in after in service of sumeet Mixers and is fast gaining popularity with in other categories. A living testament is the 100000+customer serviced during the last financial year alone. The service centre is authorized by sumeet, Panasonic, kan star, Samsung, Voltas, haier, Hitachi, LG, morphy Richards and many more. Viveks services centre strives to provide a one-stop to serve all categories and brands of house hold consumer durables from white goods, brown goods, domestic Appliances and lifestyle products. Viveks service centre is by far the largest consumer durable retailer development Initiative in the country. The flagship outlet is located in the heart of the city at mylapore and spreads across Sq. ft. with an additional nine branches located at prominent locations across Chennai. Together covering over 20,000 Sq. Ft. and employing over 350. BRANCH LOCATIONS  Mylapore  Adyar  Anna nagar  Ambattur  Purasawalkam  T.Nagar  Vadapalani CERTIFICATION National electronics services dealers association, USA-viveks service centre is a certified international member.
  12. 12. AWARDS AND RECOGNITIONS Awards and recognitions are an integral part of viveks history as it is more trusted than the brands it sells!! The latest, of national and global importance are………  Platinum award from Panasonics (ideas for life) 2008-2009.  Usha fans- star performer modern retail 2007-2008.  Canon- best performing partner.  Excellence award form sowbaghya our channel partner 2007-2008.  Highest performance award (chain stores) from Voltas 2007.  Best performance award form Sony 2007.  Star award from godrej 2006-2007.  Outstanding contribution from Tata sky 2006-2007.  Best delar award (all categories sales) from Sony 2006.  Images retail Awards, the first of its kind in India, held in New Delhi during September 2004 saw viveks bagging the retailer of the year award in the consumer electronics section.
  13. 13. NEED FOR THE STUDY The need for the customer satisfaction is necessary for all business or small. The satisfaction of the customer is an important task. No matter what type of business operators customer are needed customers are vital for the success of the business . The quality of the customers ‘s services at any point can affect theoverall relationship a customer has with the company. Customers that have excellent marketing and communication can harm their sales through poorly executed customer service. Customers are who can make a business successful.
  14. 14. OBJECTIVES OF THE STUDY PRIMARY OBJECTIVE: To study the satisfaction level of the customers of VIVEKE PVT. LTD Company. SECONDARY OBJECTIVE :  To find out the major factors that influences the customers while buying the product.  To know the customer opinion for a particular product .  To know the market demand for the product.  To obtain feedback on the enquiries they get through online Promotional strategies.  To identify the relationship existing between services offered and Level of satisfaction.
  15. 15. REVIEW OF LITERATURE MARKET A market is defined as an aggregate of the potential buyers for a Product of service. The common use of the term may imply any of the following.  A place where market is help.  An assembly of people.  An act of buying and selling.  An assemble of commercial activities. The term market is used to denote “anybody or person who are in intimate relation and carry extensive transaction in any commodity”. DEFINITION OF MARKETING: The term marketing by AMA define as follows “marketing is the process of planning and executing the conceptionPricing, promotion and distribution of ideas goods and service to create exchanges that satisfy Individual and organization objectives. When “phillipKotler” said “marketing is specifically concerned with how transactions are created stimulated, facilitated and valued”, MEANING OF MARKETING: The term marketing has been derived from the word market. Marketing is an exchanging or a transaction intended to satisfy human needs or wants. Features of modern marketing  Modernmarketing is consumeroriented.  Modern marketing starts and ends with the consumers.  Modern marketing precedes and succeeds production.
  16. 16.  Modern marketing is the guiding elements of business. OBJECTIVES OF MARKETING  To develop an intelligent appreciation of modern marketing practices.  To provide guiding polices, regarding marketing procedures and their implementation.  To study marketing problems according to circumstances and to suggestsolution.  To analyses the shortcomings in the exiting of marketing.  To enable successful distribution of agricultural products. Our minerals wealth and manufactured goods.  To enable managers to assess and decide a particular course of action. Marketing which has converted “yesterday’s luxuries into today’s necessaries” CONSUMER SATISFACTION MEANING: According to “Drucker” the real purpose business is to create customers according to “phillipkotler” the marketing concept is a consumer oriented backed by integrated marketing aimed at generation customer satisfaction as key to satisfying organization goals. Characteristics of customer satisfaction
  17. 17.  Improve the responsiveness and effectiveness of service providers in target areas.  Link regular customer’s feedback to quality service improvement plans.  Change the power balance for customer s in poor and vulnerable neighbourhoods and the organization agencies and customer service standards and accountability.  Customer oriented vision that is clearly defined and communicated.  Timeliness and convenience professionalism, assurance and tangibles such as physical facilities and equipment and appearance of the personnel. Objectives of consumer satisfaction  Our customer will be treated professionally, efficiently and withcourtesy at all times  All enquires will be respondent to same day are received.  We will supply quality products at competitive prices.  We will Endeavour to dispatch all stock items within 24 hours,within the limits of their viability.  We guarantee to given full attention to personal service andcustomer satisfaction. Features of consumer satisfaction  Satisfying our customer is an essential element to staying in business in this modern world of global competition.
  18. 18.  We must satisfy and even delight our customers with the values.  Software products and service to gain their loyalty and report business.  Customer satisfaction is therefore a primary goal of process improvement programs.  Customer satisfaction surveys can provide management with the information. Stages of consumer satisfaction Production Orientation Management Orientation ConsumerOrientation Production Orientation This was a stage where products instead being with the consumer preference concentrated on the mass production of good for the purpose of profit. They cared very little about the customers. Management orientation
  19. 19. It holds the key of the organization is to determine the need, wants and values of a target market and to adopt the organization to delivering the desired satisfaction more efficiently that its competitors in a way that preserves or enhance the consumers and society’s well being. Consumer Orientation Under this stage only such products are brought forward to the markets which are capable of satisfying the taste, preference, and expectations of the customers now the market is under the 3rdstage that way the manufacture more on customer satisfaction. Factors of consumer satisfaction Value of price: There must be knowledge about customer’s current values. There must be knowledge about normal values either to reduce a customer’s current cost or increase the current earnings. There must be knowledge about resulting added values. Product quality: Quality is an assessment of the general goodness of a product. It is the sum total ingredients or component the product and that contributes to the value for its products. Product benefit and features: Benefits are the specific user values that enhance a customer’s activities or operations, features and the physical ingredients or components that yield. The benefits
  20. 20. and the features can be independently satisfaction of each other one can satisfy while the other don’t. Reliability: Reliability is the combined effect of product and supplier dependability. It is an amalgam how well a product works in comparison to its promise and the diligence of the supports in ensuring the product performance. Sales Experience: Consists of all inter- personal relationships between suppliers and customers that surround a sale. It includes the customer’s reaction to the supplier’s representative’s selling strategies knowledge of the customers business ability to partner, promise and proofs a values and commitment to deliver and implement what they sell. Convenience of acquisitions: Convenience is the ease with knowledge of supplier’s product, testimony Of its cost effectiveness and acquisition of the product and its related service can be obtained. Convenience conserves the customer’s indirect costs of acquisition and certified the customer sensitivity of the suppliers.
  21. 21. RESEARCH METHODOLOGY RESEARCH METHODOLOGY AIM OF THE STUDY: The aim of survey was undertaken with the sole aim of determining the consumer satisfaction towards viveks limited. RESEARCH DESIGN:
  22. 22. The research design adopted for this project is descriptive research studies are those which describing the characteristics of a particular individual or a group. SAMPLING: A sample has the name implies is a smaller representation of large or whole In other words a section of the population selected from the later in such a way that they are representation of the universe is all sample. SAMPLE DESIGN: The same design adopted for the project is non probabilistic sampling when population elements are selected for inclusion in the sampling base on the care of access it can be called convenience sampling. AREA OF STUDY: The survey has been conducted intensively in the viveks Showrooms especially in VADAPALANI branch. SOURCES OF DATA Primary data: The aim of the research way to analyses the consumer satisfaction so the primary data (first hand data) one required gathered from the different respondents through the circulation of questionnaires for the satisfaction of the objectives of the research. Secondary data: Secondary data are the magazines, journal, service rates, and regulation provided the researcher with information on the topic. Data collection method:
  23. 23. The primary data has been collected with the help of questionnaire. The questionnaire consists of a set of structured closed ended and opened ended question relating to the topic structured undisguised is exactly the same older to all respondents. The close ended questions were used to extract those kinds of answers from respondents which would be easier to interpret and tabulate. Analysis of data: After the data has been collected the researcher turns to the task of analyzing the data required a number of closely related operations such as establishing of categories the application of these categories to row data through coding. Chi-square: The x^2 test is one of the simplest and more widely used son first is parametric test is statistical work. The x^2 is the Greek letter “chi” Karl pearl son first used the chi-square test. He defined as chi-square. X^2 = (Oij-Eij )^2/Eij O – Observed frequency E – Expected frequency The quality chi-square describes the magnitude of the discrepancy between theories and observations. The calculated value is compared with the table value of chi-square given degree of freedom at a certain specified level. If the calculated value is more than the table value it is considered to be significant. If on the other hand the calculated valued is less than the table value it is not considered as significant.
  24. 24. SAMPLE SIZE: The sample size of 50 was taken by the research for the research which is based only the response gives by the customers of viveks.

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