Description
Customer satisfaction with a company's products or services is often seen as the key to a company's success and long-term competitiveness. In the context of relationship marketing, customer satisfaction is often viewed as a central determinant of customer retention.
Dissertation on
“Customer Service Level”
Dissertation Submitted by Submitted to
Arindam Garai Prof. Ratidev Samal
Reg No: 1201247015 (Faculty of Marketing)
PGDM (2012-2014)
For the partial fulfillment as per course requirement for the award
of Post Graduate Diploma in Management (PGDM)
Regional College of Management, Bhubaneswar
DECLARATION
I, Arindam Garai, a student of Post Graduate Diploma in
Management, Regional College of Management, Bhubaneswar, declared
that the Dissertation work entitled “Customer Service Level” is my own
work and has been guided by Prof. Ratidev Samal, Faculty of Marketing,
Regional College of Management, Bhubaneswar.
I further declared that to the best of my knowledge the Dissertation
entitled “Customer Service Level” does not contain any part of my
work which has been submitted for the award of any Degree / Diploma
either in this college or any - where else.
Date: 12/03/2014 Signature
………….…………………………………………
ACKNOWLEDGEMENT
I take this opportunity to thank all those related directly or
indirectly for the completion of this dissertation report successfully. I am
grateful to Prof. Ratidev Samal, faculty of Regional College of
Management, who has been very helpful and supportive whenever I
approached him throughout the project.
I express my sincere gratitude to our honorable director Dr. Prabir Pal for
his valuable support as and when required which enabled me to complete
my dissertation within the stipulated time. I am also thankful to all
members and staff of Regional College of Management (Autonomous) and
my friends for their kind co-operation throughout the work.
CERTIFICATE FROM THE FACULTY GUIDE
This is to certify that the dissertation report entitled “Customer Service Level” is a
piece of work done by Arindam Garai, Registration No: 1201247015, PGDM(
2012-2014) student of Regional College of Management, Bhubaneswar under my
guidance and supervision for the partial fulfillment of the course Post Graduate
Diploma In Management.
To the best of my knowledge and belief, the thesis embodies the work of the
candidate himself and has been duly completed.
Simultaneously, the thesis fulfills the requirement of the rules and regulation related
to institute and I am assured that the project is up to the standard both in respect to
the contents and language for being referred to the examiner.
Prof. Ratidev Samal
Faculty of Marketing
Regional College of Management, Bhubaneswar
PREFACE
This dissertation attempts to bring under one cover the entire hard work
and dedication put in by me in the completion of the project work on
“Customer services with reference to Reliance Trends”.
I have expressed my experiences in my own simple way. I hope who goes
through it will find it interesting and worth reading. All constructive
feedback is cordially invited.
TABLE OF CONTENT
Abstracts………………………………………………………………………1
Introduction………………………………………………………………….2
Objectives of Customer Satisfaction……………………..………...3
Customer Segmentation…………………………………………………4
Customer satisfaction their top priority……………..……………….5
Competitors of Reliance Trends…………………………………..…..6
Research Methodology……………………………………………….…..7
Data Analysis and Interpretation………….…………………..……..8
SWOT Analysis……………………………………………………………….9
Dissertation Findings……………………………………………………..10
Recommendations………………………………………………………….11
Conclusions………………………………………………………………..….12
References………………………………………………………………..…...13
ABSTRACT
Customer satisfaction with a company's products or services is often seen as the
key to a company's success and long-term competitiveness. In the context of
relationship marketing, customer satisfaction is often viewed as a central
determinant of customer retention.
However, the few empirical investigations in this area indicate that a direct
relationship between these constructs is weak or even nonexistent. The overall
purpose of this article is to develop a conceptual foundation for investigating the
customer retention process, with the use of the concepts of customer satisfaction
and relationship quality.
The dissertation involves a critical examination of the satisfaction–retention
relationship, and the development of a more comprehensive view of the
customer's quality perception
INTRODUCTION
Customer service is the provision of services to customers before, during and after
a purchase. According to Turban "Customer service is a series of activities designed
to enhance the level of customer satisfaction - that is, the feeling that a product or
service has met the customer expectation."
Its importance varies by product, industry and customer; defective or broken
merchandise can be exchanged, often only with a receipt and within a specified
time frame. Reliance Trends will often have a desk or counter devoted to dealing
with returns, exchanges and complaints, or will perform related functions at the
point of sale; the perceived success of such interactions being dependent on
employees "who can adjust themselves to the personality of the guest,"
Customer service plays an important role in an organization's ability to generate
income and revenue. From that perspective, customer service should be included
as part of an overall approach to systematic improvement.
A customer service experience can change the entire perception a customer has of
the organization. Customer support is a range of customer services to assist
customers in making cost effective and correct use of a product. It includes
assistance in planning, installation, training, trouble shooting, maintenance,
upgrading, and disposal of a product
A multi-task position drawing on extensive Customer Service experience to
advance a proven track record for developing and maintaining key accounts and
improving departmental efficiencies.
OBJECTIVES OF CUSTOMER SATISFACTION
? Provide customers and staff with clear standards and expectations
? Ensure all customer contact reaches an appropriate conclusion
? Minimize incidences of repeat contact
? Seek to provide a seamless service for customers
? Provide equal and easy access to our services at a time, place and channel that meet the
needs of residents, businesses and other stakeholders
? Cater for customers’ needs irrespective of age, gender, physical or financial ability, ethnic
origin, race, religion or geographical location
? Provide a prompt, courteous and knowledgeable response to all customer enquiries.
? Equip our staff to provide customers with an excellent standard of service
? Enable our customers to provide feedback easily, through complaints, customer surveys,
etc.
? Use customer compliments, comments and complaints to drive improvements to
service
? Improve the speed, quality and consistency of response to enquiries by having our
information in a format that can be easily accessed.
CUSTOMER SEGMENTATION
Good customer service is the lifeblood of any business. You can offer
promotions and slash prices to bring in as many new customers as you want,
but unless you can get some of those customers to come back, your business
won't be profitable for long.
Good customer service is all about bringing customers back. And about sending
them away happy - happy enough to pass positive feedback about your
business along to others, who may then try the product or service you offer for
themselves and in their turn become repeat customers.
? Reliance Trends target higher & upper middle class customers.
? The large and growing young working population is a preferred customer
segment.
? Reliance Trends specially targets working women & home markets who are
the primary decision maker.
CUSTOMER SATISFACTION THEIR TOP PRIORITY
Don't just make sales. Create customers - satisfied customers. In addition to the
immediate profit they provide on the first sale, satisfied customers help you build
your business in two other important ways:
? They become a reservoir of repeat buyers. For some businesses that means
repeat buyers for more of the same product or service. For every business, it
means buyers for additional products and services.
? They automatically refer more business to you from their friends and
business contacts. This is highly profitable business for you because it
doesn't cost you any time or money to get it.
Customer Oriented Strategy
? Attracting & retaining customers.
? Uses Non- Traditional Strategy.
? Moving demo-trolley.
? Used young population as strategic blessing.
? Attractive Design, interior & good atmosphere.
COMPETITORS OF RELIANCE TRENDS
RESEARCH METHODOLOGY
Meaning
Research Methodology is a set of various methods to be followed to find out
various information's regarding market strata of different products. Research
Methodology is required in every industry for acquiring knowledge of their
products.
Methodology adopted for Study
? Observing the working of various departments like finance. Human
resource, marketing, purchasing, production.
? Discussion with the executives, managers, employees.
? Visiting & surfing websites of company.
Area of Study
The study is exclusively done in the area of marketing. It is a process requiring
care, sophistication, experience, business judgment, and imagination for which
there can be no mechanical substitutes.
Research Design
The research design is exploratory till identification of customer services
parameters. Later it becomes descriptive when it comes to evaluating customer
perception of customer service of the Reliance Trends.
Descriptive research, also known as statistical research, describes data and
characteristics about the population or phenomenon being studied. Descriptive
research answers the questions who, what, where, when and how.
Although the data description is factual, accurate and systematic, the research
cannot describe what caused a situation. Thus, descriptive research cannot be used
to create a causal relationship, where one variable affects another. In other words,
descriptive research can be said to have a low requirement for internal validity.
The description is used for frequencies, averages and other statistical
calculations. Often the best approach, prior to writing descriptive research, is to
conduct a survey investigation.
Sources of Data
? Primary Source
? Secondary Souces
DATA ANALYSIS
Income Group
MONTHLY
INCOME
Below Rs.10000
Rs.10000 -
Rs.20000
Rs.20000 -
Rs.30000
Above Rs.30000
TOTAL
FREQUENCY
2
10
12
26
50
PERCENTAGE
4
20
24
52
100
CUMULATIVE
PERCENTAGE
4
24
48
100
MONTHLY INCOME
4
20
52
24
Below Rs.10000
Rs.10000 - Rs.20000
Rs.20000 - Rs.30000
Above Rs.30000
INTERPRETATION
From the table and graph above it can be seen that
? 4% respondent's income is below 10000.
? 20% respondent's income is between 10000 to 20000.
? 24% respondent's age income is between 20000 to 30000.
? 52% respondent's income is above 30000.
Customer Classification according to Educational qualification
CATEGORY
UNDER GRADUATE
GRADUATE
POST GRADUATE
TOTAL
FREQUENCY
12
26
12
50
PERCENTAGE
24
52
24
100
CUMULATIVE
PERCENTAGE
24
76
100
30
25
20
15
10
50
Educational qualifications
Educational qualifications
SCHOOL GRADUATE P O ST
GRADUATE
INTERPRETATION
From the table and graph above it can be seen that
12% respondents are Under graduate.
26% respondents are Graduate.
12% respondents are Post graduate.
Frequency of visit to Reliance Trends
SCALE FREQUENCY
Twice in a week 7
Once in a week 18
During Special offers 15
Whenever the need arises 10
TOTAL 50
100%
90%
80%
70%
60%
How frequently do you visit Reliance Trends
50%
40%
30%
20%
10%
0
%
7
Twice in a
week
18
Once in a
week
15
During
Special
10
W h e n eve r
the need
How frequently do you visit
Reliance Trends.
Offers arises
INTERPRETATION
This is aimed at understanding how frequently customer visit shops & buy their
product or avail their services. The highest responses have been attributed to once
a week shopping. Such customer can be presumed to have high disposal income &
may buy more daily & fashion products. Whereas 15% of them visit during special
offers, 18% when need arises, 7% twice in a month.
Satisfy with the location of Reliance Trends
SCALE FREQUENCY PERCENTAGE
Yes 33 66
No 17 34
TOTAL 50 100
Satisfaction with the Location
34
66
Yes
No
INTERPRETATION
Reliance Trends physical facilities are visually appealing. From this statement I
found that 66% of people are happy with the location of Reliance Trends as
compare to other 34%. It means that Reliance Trends is available at most
preferred places.
Staff was available in a timely manner
SCALE
EXCELLENT
GOOD
AVERAGE
FAIR
TOTAL
FREQUENCY
18
24
3
5
50
PERCENTAGE
36
48
6
10
100
CUMULATIVE
PERCENTAGE
36
84
90
100
Staff was available in a timely
manner
10%
6%
36%
48%
EXCELLENT
GOOD
AVERAGE
FAIR
INTERPRETATION
Total sample size was 50. Here analysis shows that among the total respondents 48% people agreed
with this statement. They think that Reliance Trends staff was available in a timely manner
Staff greeted you and offered to help you
SCALE
EXCELLENT
GOOD
AVERAGE
FAIR
POOR
TOTAL
FREQUENCY
1
10
15
18
6
50
PERCENTAGE
2
20
30
36
12
100
CUMULATIVE
PERCENTAGE
2
22
52
88
100
20
18
16
14
12
10
8
6
4
2
0
Staff greeted you and offered to help you
Staff greeted you and offered to
help you
EXCELLENT GOOD AVERAGE FAIR PO O R
INTERPRETATION
Employees in Reliance Trends are willing to help you. With this statement more
respondent give weightage to average. Good were 10 people i.e. 20%
respondents, 18 people agreed i.e. 36% respondents agreed.
Staff answered your questions
SCALE
EXCELLENT
GOOD
AVERAGE
FAIR
POOR
TOTAL
FREQUENCY
8
21
13
5
3
50
PERCENTAGE
16
42
26
10
6
100
CUMULATIVE
PERCENTAGE
16
58
84
94
100
25
20
15
10
50
Staff answered your questions.
Staff answered your questions.
INTERPRETATION
From my analysis I found that 42% respondents agreed that employees of
Reliance Trends have complete knowledge to answer their questions. 26%
respondents rate it as average to this statement and only 16% to excellent. 10%
to fair, 6% to poor.
Staff showed knowledge of the products/services.
SCALE
EXCELLENT
GOOD
AVERAGE
FAIR
POOR
TOTAL
FREQUENCY
11
17
12
7
3
50
PERCENTAGE
22
34
24
14
6
100
CUMULATIVE
PERCENTAGE
22
56
80
94
100
Staff showed knowledge of the
products/services.
24
14
6
22
34
EXCELLENT
GOOD
AVERAGE
FAIR
PO O R
INTERPRETATION
Employees of Reliance Trends understand specific needs and have great
knowledge of all product & services. With this statement most of the respondents
were rate this statement good i.e., 34%.. Among the total respondents 24%
respondents agreed with average and 22% for excellent, 14% for fair and 6% for
poor.
Staff was courteous throughout
SCALE
EXCELLENT
GOOD
AVERAGE
FAIR
POOR
TOTAL
FREQUENCY
3
8
20
17
2
50
PERCENTAGE
6
16
40
34
4
100
CUMULATIVE
PERCENTAGE
6
22
62
96
100
20
15
10
5
0
Staff was courteous throughout.
Staff was courteous throughout.
INTERPRETATION
According to 40% of people feel that Employees of Reliance Trends are
very much courteous throughout. Others rate at it as 34% in fair, 16% as
good , 6% as excellent.
Overall, how would you rate customer service of Reliance Trends
SCALE
EXCELLENT
GOOD
AVERAGE
FAIR
TOTAL
FREQUENCY
4
14
23
9
50
PERCENTAGE
8
28
46
18
100
CUMULATIVE
PERCENTAGE
8
36
82
100
25
20
15
10
50
Overall, how would you rate customer
service of Reliance Trends
INTERPRETATION
Most of the respondents agreed with this statement. According to my analysis,
employees in Reliance Trends give prompt service. Among the total respondents
agreed respondents rate 46% as average, 28% as good, 18% fair & 8% excellent.
Your complaints are constructively handled
SCALE
STRONGLY DISAGREE
DISAGREE
NEITHER AGREE NOR
DISAGREE
AGREE
STRONGLY AGREE
FREQUENCY
8
16
11
20
10
5
PERCENTAGE
16
32
22
20
10
100
CUMULATIVE
PERCENTAGE
16
48
70
90
100
Your complaints are constructively
handled
STRONGLY AGREE
AGREE
NEITHER AGREE NOR?
DISAGREE
STRONGLY DISAGREE
5
8
10
11
16
0 5 10 15 20
INTERPRETATION
When you have a problem, Reliance Trends shows little interest in solving it. After
analysing this statement I found that most of the respondents agreed i.e. 32%
respondents disagreed. Also I found that 22% were neutral with this statement and
20% were committed with disagree. There was 10 strongly disagreed. Hence
Reliance Trends needs little improvement.
Staff delivers the appropriate service as promised.
SCALE
Agree
NEITHER AGREE NOR DISAGREE
Disagree
FREQUENCY
7
34
9
PERCENTAGE
14
68
18
CUMULATIVE
PERCENTAGE
14
82
100
Staff delivers the appropriate service as
promised
18
14
DISAGREE
NEITHER AGREE NOR
DISAGREE
68 AGREE
INTERPRETATION
Employees in the Reliance Trends tell you exactly when the services will be performed.
Majority of the respondents are neutral or uncertain with this statement.18% respondents were
agree. At the same time 14% disagreed.
Staff communicate in a language that you understand.
SCALE FREQUENCY PERCENTAGE CUMULATIVE
PERCENTAGE
STRONGLY DISAGREE 2 4 4
DISAGREE 2 4 8
NEITHER AGREE NOR
DISAGREE
AGREE
STRONGLY AGREE
TOTAL
4
18
24
50
8
36
48
100
16
52
100
25
20
15
Staff communicates in a language that you
understand
18
24
10
5
0
2
STRONGLY
DISAGREE
2
DISAGREE
4
NEITHER AGREE
NOR DISAGREE
AGREE
STRONGLY
AGREE
INTERPRETATION
According to survey, it has been judged that staff of Reliance Trends communicate
in a language, which can be easily understood by the customer. As 48% of
respondent are strongly agree with this statement, 36% are agree and 8% are
uncertain.
The behavior of staff makes you feel that you can trust them and have
confidence
SCALE
STRONGLY DISAGREE
DISAGREE
NEITHER AGREE NOR
DISAGREE
AGREE
TOTAL
FREQUENCY
9
16
21
4
50
PERCENTAGE
18
32
42
8
100
CUMULATIVE
PERCENTAGE
18
50
92
100
The behavior of staff makes you feel that
you can trust them and have confidence in
them.
42
8
18
32
STRONGLY DISAGREE
DISAGREE
NEITHER AGREE NOR
DISAGREE
AGREE
INTERPRETATION
The employees of the bank are little trustworthy The behavior of employees in Reliance Trends
builds confidence in you. Here analysis shows that most of the people that is 42% are uncertain,
32% are disagree, 18% are strongly disagree and 8% are agree.
The store layout at this store makes it easy for customers to find
what they need.
SCALE
STRONGLY DISAGREE
DISAGREE
NEITHER AGREE NOR
DISAGREE
AGREE
STRONGLY AGREE
TOTAL
FREQUENCY
3
12
11
14
10
50
PERCENTAGE
6
24
22
28
20
100
CUMULATIVE
PERCENTAGE
6
30
52
80
100
The store layout at this store makes it easy for
customers to find what they need.
STRONGLY AGREE
AGREE
The store layout at this store
NEITHER AGREE NOR DISAGREE
DISAGREE
STRONGLY DISAGREE
0
5
10
15
makes it easy for customers to
find what they need.
INTERPRETATION
Reliance Trends has modern- looking and hi- tech equipment system that clearly
shows customer, the product they want. They have well designed system. 28% of
respondent are agree with this Statement, 24% are disagreeing, 22% are uncertain,
and 20% are strongly agreed.
The store layout at this store makes it easy for customers to move
around the store.
SCALE FREQUENCY PERCENTAGE CUMULATIVE
PERCENTAGE
STRONGLY DISAGREE 15 30 30
DISAGREE 9 18 48
NEITHER AGREE NOR
DISAGREE
AGREE
STRONGLY AGREE
TOTAL
12
6
8
50
24
12
16
100
72
84
100
100%
90%
80%
70%
60%
The store layout at this store makes it easy
for customers to move around the store.
50%
40%
30%
20%
10%
0
%
15 9 12 6 8
The store layout at this store
makes it easy for customers to
move around the store.
INTERPRETATION
According to research, it has been observed that store layout is not up to the mark
as desire by the customer. Because 30% are strongly disagreeing, 24% are
uncertain, 18% are disagreeing and 16% are strongly agree.
Reliance Trends provides plenty of convenient parking for customers
SCALE
STRONGLY DISAGREE
DISAGREE
NEITHER AGREE NOR
DISAGREE
AGREE
STRONGLY AGREE
TOTAL
FREQUENCY
18
15
10
5
2
50
PERCENTAGE
36
30
20
10
4
100
CUMULATIVE
PERCENTAGE
36
66
86
96
100
Reliance Trends provides plenty of
convenient parking for customers
STRONGLY DISAGREE
20
10
4
30
36
DISAGREE
NEITHER AGREE NOR
DISAGREE
AGREE
STRONGLY AGREE
INTERPRETATION
From the above data I interpret that there are more number of four wheeler coming
to Reliance Trends than two wheeler. People prefer to visit Reliance Trends with
their families. And people are not satisfied with the parking facility. So parking
facility should be good to attract large number of customers.
Reliance Trends accepts most major credit cards
SCALE
NEITHER AGREE NOR
DISAGREE
AGREE
STRONGLY AGREE
TOTAL
FREQUENCY
8
19
23
50
PERCENTAGE
16
38
46
100
CUMULATIVE
PERCENTAGE
16
54
100
SWOT ANALYSIS
Strengths
? Everyday low pricing
? Point of purchase
? Experience marketing team executive staff
? Emphasis on providing total customer satisfaction
? Variety of stuff under single roof
? Maintain good employee-employer relationship
Weaknesses
? Failing revenue/sq.ft
? Unable to meet store targets
? Unavailability of popular brands
Opportunities
? Population of India is growing which is have the great potential for retail
sector
? Evolving consumer taste and preferences
? Indian organized retail sector is below 10% which poses the great possibility
to increase more
Threats
? Entrance of Foreign players
? Rise in reality cost
? Government policy regarding Retail sector
FINDINGS
? Reliance Trends is undoubtedly amongst one of the good retailers in India. It
has built very emotional & cordial relationship with its customers.
? They are also intending to build long term relationship with all its
stakeholders which are very essential for successful business venture.
? In order to attract customer they should provide good parking facility
? Cleanliness and hygienic environment is also the major concern for Reliance
Trends. Management needs to be focus on it.
? Store layout should also be developed in an efficient manner so that customer
can get things easily.
? According to research I found that most of the people were affected &
attracted with offers and schemes. So, Reliance Trends should employ those
people who are well trained to provide information to customer regarding new
things to enhance its customer services.
? Consumer chooses malls to shop because they all want variety and brands.
According to customers it is economical as compared to other places.
? We can also say that location, variety conveniences and economical products
are not the only thing which attracts the customer but good customer service
is one of the crucial factors that attract customers.
RECOMMENDATIONS
? Advertising is the basic and most prominent tool to increase the awareness
of product. So, Reliance Trends should use this tool to increase their share in
the market.
? Retail business is successful only when they have a good customer services.
Customer loyalty can only be gain by providing good or satisfied services to
the customers.
? Most respondents take on the spot decision of buying different products
because of the various attractive products displays. So pretty combination
with good services should be done to retain customers
? Quality plays a major role because most respondent said that they want a
quality product and that's also the one of the reason for most of the
respondents sticking to particular brand.
? Customers are very price conscious they are having many options in the
market. The following steps should opt :-
? Should follow more of high low pricing rather than everyday low pricing
? Should go for a weekly coupon system as it holds more of the loyal customers.
? Should provide good customer services so that customer likes to visit again.
? There should be a proper assortment of various product categories.
? Proper training should be provided to the customer so that they can deal with
customer efficiently
? Various offers can be provided to them to attract new customers.
? Quality in product should be reached up to mark.
CONCLUSIONS
i. As most of the retail industries did market research before entering into
market. Same thing was done by Reliance Trends.
ii. In one year, much more diversification was done in it. And to retain
customers they use many loyalty programs & IT techniques.
iii. Reliance Trends can attract more customers by different variety and
assortments.
iv. They can improve customer satisfaction by providing home delivery
services.
v. We can conclude that Reliance Trends has one of the major retail industries in
India.
vi. Working environment is good and also the various facilities is provided to
increase the customer services.
vii. There exist a healthy & strong relationship between employees and managers.
viii. The employees accept their responsibility wholeheartedly and perform the
services in well manner that satisfied the customers.
REFERENCES
Book
? Philip Kotler, Marketing Management, (Pearson education, 12thedition)
? Naresh Malhotra Marketing Research (An applied orientation),
? Research Design, (Prentice Hall of India Pvt. 5th edition)
? Berman B and Evans J.R, Retail Management ,(Pearson education, 10th edition
? Service Marketing by M.K Rampal
? Integrated service marketing (4th edition) by Zeithmal
Online
? www.ril.com
? www.ril.com/html/aboutus/rilretail.html
? www.futuregroup.com
? www.rai.com
? www.retailseminar.in
doc_218733524.pdf
Customer satisfaction with a company's products or services is often seen as the key to a company's success and long-term competitiveness. In the context of relationship marketing, customer satisfaction is often viewed as a central determinant of customer retention.
Dissertation on
“Customer Service Level”
Dissertation Submitted by Submitted to
Arindam Garai Prof. Ratidev Samal
Reg No: 1201247015 (Faculty of Marketing)
PGDM (2012-2014)
For the partial fulfillment as per course requirement for the award
of Post Graduate Diploma in Management (PGDM)
Regional College of Management, Bhubaneswar
DECLARATION
I, Arindam Garai, a student of Post Graduate Diploma in
Management, Regional College of Management, Bhubaneswar, declared
that the Dissertation work entitled “Customer Service Level” is my own
work and has been guided by Prof. Ratidev Samal, Faculty of Marketing,
Regional College of Management, Bhubaneswar.
I further declared that to the best of my knowledge the Dissertation
entitled “Customer Service Level” does not contain any part of my
work which has been submitted for the award of any Degree / Diploma
either in this college or any - where else.
Date: 12/03/2014 Signature
………….…………………………………………
ACKNOWLEDGEMENT
I take this opportunity to thank all those related directly or
indirectly for the completion of this dissertation report successfully. I am
grateful to Prof. Ratidev Samal, faculty of Regional College of
Management, who has been very helpful and supportive whenever I
approached him throughout the project.
I express my sincere gratitude to our honorable director Dr. Prabir Pal for
his valuable support as and when required which enabled me to complete
my dissertation within the stipulated time. I am also thankful to all
members and staff of Regional College of Management (Autonomous) and
my friends for their kind co-operation throughout the work.
CERTIFICATE FROM THE FACULTY GUIDE
This is to certify that the dissertation report entitled “Customer Service Level” is a
piece of work done by Arindam Garai, Registration No: 1201247015, PGDM(
2012-2014) student of Regional College of Management, Bhubaneswar under my
guidance and supervision for the partial fulfillment of the course Post Graduate
Diploma In Management.
To the best of my knowledge and belief, the thesis embodies the work of the
candidate himself and has been duly completed.
Simultaneously, the thesis fulfills the requirement of the rules and regulation related
to institute and I am assured that the project is up to the standard both in respect to
the contents and language for being referred to the examiner.
Prof. Ratidev Samal
Faculty of Marketing
Regional College of Management, Bhubaneswar
PREFACE
This dissertation attempts to bring under one cover the entire hard work
and dedication put in by me in the completion of the project work on
“Customer services with reference to Reliance Trends”.
I have expressed my experiences in my own simple way. I hope who goes
through it will find it interesting and worth reading. All constructive
feedback is cordially invited.
TABLE OF CONTENT
Abstracts………………………………………………………………………1
Introduction………………………………………………………………….2
Objectives of Customer Satisfaction……………………..………...3
Customer Segmentation…………………………………………………4
Customer satisfaction their top priority……………..……………….5
Competitors of Reliance Trends…………………………………..…..6
Research Methodology……………………………………………….…..7
Data Analysis and Interpretation………….…………………..……..8
SWOT Analysis……………………………………………………………….9
Dissertation Findings……………………………………………………..10
Recommendations………………………………………………………….11
Conclusions………………………………………………………………..….12
References………………………………………………………………..…...13
ABSTRACT
Customer satisfaction with a company's products or services is often seen as the
key to a company's success and long-term competitiveness. In the context of
relationship marketing, customer satisfaction is often viewed as a central
determinant of customer retention.
However, the few empirical investigations in this area indicate that a direct
relationship between these constructs is weak or even nonexistent. The overall
purpose of this article is to develop a conceptual foundation for investigating the
customer retention process, with the use of the concepts of customer satisfaction
and relationship quality.
The dissertation involves a critical examination of the satisfaction–retention
relationship, and the development of a more comprehensive view of the
customer's quality perception
INTRODUCTION
Customer service is the provision of services to customers before, during and after
a purchase. According to Turban "Customer service is a series of activities designed
to enhance the level of customer satisfaction - that is, the feeling that a product or
service has met the customer expectation."
Its importance varies by product, industry and customer; defective or broken
merchandise can be exchanged, often only with a receipt and within a specified
time frame. Reliance Trends will often have a desk or counter devoted to dealing
with returns, exchanges and complaints, or will perform related functions at the
point of sale; the perceived success of such interactions being dependent on
employees "who can adjust themselves to the personality of the guest,"
Customer service plays an important role in an organization's ability to generate
income and revenue. From that perspective, customer service should be included
as part of an overall approach to systematic improvement.
A customer service experience can change the entire perception a customer has of
the organization. Customer support is a range of customer services to assist
customers in making cost effective and correct use of a product. It includes
assistance in planning, installation, training, trouble shooting, maintenance,
upgrading, and disposal of a product
A multi-task position drawing on extensive Customer Service experience to
advance a proven track record for developing and maintaining key accounts and
improving departmental efficiencies.
OBJECTIVES OF CUSTOMER SATISFACTION
? Provide customers and staff with clear standards and expectations
? Ensure all customer contact reaches an appropriate conclusion
? Minimize incidences of repeat contact
? Seek to provide a seamless service for customers
? Provide equal and easy access to our services at a time, place and channel that meet the
needs of residents, businesses and other stakeholders
? Cater for customers’ needs irrespective of age, gender, physical or financial ability, ethnic
origin, race, religion or geographical location
? Provide a prompt, courteous and knowledgeable response to all customer enquiries.
? Equip our staff to provide customers with an excellent standard of service
? Enable our customers to provide feedback easily, through complaints, customer surveys,
etc.
? Use customer compliments, comments and complaints to drive improvements to
service
? Improve the speed, quality and consistency of response to enquiries by having our
information in a format that can be easily accessed.
CUSTOMER SEGMENTATION
Good customer service is the lifeblood of any business. You can offer
promotions and slash prices to bring in as many new customers as you want,
but unless you can get some of those customers to come back, your business
won't be profitable for long.
Good customer service is all about bringing customers back. And about sending
them away happy - happy enough to pass positive feedback about your
business along to others, who may then try the product or service you offer for
themselves and in their turn become repeat customers.
? Reliance Trends target higher & upper middle class customers.
? The large and growing young working population is a preferred customer
segment.
? Reliance Trends specially targets working women & home markets who are
the primary decision maker.
CUSTOMER SATISFACTION THEIR TOP PRIORITY
Don't just make sales. Create customers - satisfied customers. In addition to the
immediate profit they provide on the first sale, satisfied customers help you build
your business in two other important ways:
? They become a reservoir of repeat buyers. For some businesses that means
repeat buyers for more of the same product or service. For every business, it
means buyers for additional products and services.
? They automatically refer more business to you from their friends and
business contacts. This is highly profitable business for you because it
doesn't cost you any time or money to get it.
Customer Oriented Strategy
? Attracting & retaining customers.
? Uses Non- Traditional Strategy.
? Moving demo-trolley.
? Used young population as strategic blessing.
? Attractive Design, interior & good atmosphere.
COMPETITORS OF RELIANCE TRENDS
RESEARCH METHODOLOGY
Meaning
Research Methodology is a set of various methods to be followed to find out
various information's regarding market strata of different products. Research
Methodology is required in every industry for acquiring knowledge of their
products.
Methodology adopted for Study
? Observing the working of various departments like finance. Human
resource, marketing, purchasing, production.
? Discussion with the executives, managers, employees.
? Visiting & surfing websites of company.
Area of Study
The study is exclusively done in the area of marketing. It is a process requiring
care, sophistication, experience, business judgment, and imagination for which
there can be no mechanical substitutes.
Research Design
The research design is exploratory till identification of customer services
parameters. Later it becomes descriptive when it comes to evaluating customer
perception of customer service of the Reliance Trends.
Descriptive research, also known as statistical research, describes data and
characteristics about the population or phenomenon being studied. Descriptive
research answers the questions who, what, where, when and how.
Although the data description is factual, accurate and systematic, the research
cannot describe what caused a situation. Thus, descriptive research cannot be used
to create a causal relationship, where one variable affects another. In other words,
descriptive research can be said to have a low requirement for internal validity.
The description is used for frequencies, averages and other statistical
calculations. Often the best approach, prior to writing descriptive research, is to
conduct a survey investigation.
Sources of Data
? Primary Source
? Secondary Souces
DATA ANALYSIS
Income Group
MONTHLY
INCOME
Below Rs.10000
Rs.10000 -
Rs.20000
Rs.20000 -
Rs.30000
Above Rs.30000
TOTAL
FREQUENCY
2
10
12
26
50
PERCENTAGE
4
20
24
52
100
CUMULATIVE
PERCENTAGE
4
24
48
100
MONTHLY INCOME
4
20
52
24
Below Rs.10000
Rs.10000 - Rs.20000
Rs.20000 - Rs.30000
Above Rs.30000
INTERPRETATION
From the table and graph above it can be seen that
? 4% respondent's income is below 10000.
? 20% respondent's income is between 10000 to 20000.
? 24% respondent's age income is between 20000 to 30000.
? 52% respondent's income is above 30000.
Customer Classification according to Educational qualification
CATEGORY
UNDER GRADUATE
GRADUATE
POST GRADUATE
TOTAL
FREQUENCY
12
26
12
50
PERCENTAGE
24
52
24
100
CUMULATIVE
PERCENTAGE
24
76
100
30
25
20
15
10
50
Educational qualifications
Educational qualifications
SCHOOL GRADUATE P O ST
GRADUATE
INTERPRETATION
From the table and graph above it can be seen that
12% respondents are Under graduate.
26% respondents are Graduate.
12% respondents are Post graduate.
Frequency of visit to Reliance Trends
SCALE FREQUENCY
Twice in a week 7
Once in a week 18
During Special offers 15
Whenever the need arises 10
TOTAL 50
100%
90%
80%
70%
60%
How frequently do you visit Reliance Trends
50%
40%
30%
20%
10%
0
%
7
Twice in a
week
18
Once in a
week
15
During
Special
10
W h e n eve r
the need
How frequently do you visit
Reliance Trends.
Offers arises
INTERPRETATION
This is aimed at understanding how frequently customer visit shops & buy their
product or avail their services. The highest responses have been attributed to once
a week shopping. Such customer can be presumed to have high disposal income &
may buy more daily & fashion products. Whereas 15% of them visit during special
offers, 18% when need arises, 7% twice in a month.
Satisfy with the location of Reliance Trends
SCALE FREQUENCY PERCENTAGE
Yes 33 66
No 17 34
TOTAL 50 100
Satisfaction with the Location
34
66
Yes
No
INTERPRETATION
Reliance Trends physical facilities are visually appealing. From this statement I
found that 66% of people are happy with the location of Reliance Trends as
compare to other 34%. It means that Reliance Trends is available at most
preferred places.
Staff was available in a timely manner
SCALE
EXCELLENT
GOOD
AVERAGE
FAIR
TOTAL
FREQUENCY
18
24
3
5
50
PERCENTAGE
36
48
6
10
100
CUMULATIVE
PERCENTAGE
36
84
90
100
Staff was available in a timely
manner
10%
6%
36%
48%
EXCELLENT
GOOD
AVERAGE
FAIR
INTERPRETATION
Total sample size was 50. Here analysis shows that among the total respondents 48% people agreed
with this statement. They think that Reliance Trends staff was available in a timely manner
Staff greeted you and offered to help you
SCALE
EXCELLENT
GOOD
AVERAGE
FAIR
POOR
TOTAL
FREQUENCY
1
10
15
18
6
50
PERCENTAGE
2
20
30
36
12
100
CUMULATIVE
PERCENTAGE
2
22
52
88
100
20
18
16
14
12
10
8
6
4
2
0
Staff greeted you and offered to help you
Staff greeted you and offered to
help you
EXCELLENT GOOD AVERAGE FAIR PO O R
INTERPRETATION
Employees in Reliance Trends are willing to help you. With this statement more
respondent give weightage to average. Good were 10 people i.e. 20%
respondents, 18 people agreed i.e. 36% respondents agreed.
Staff answered your questions
SCALE
EXCELLENT
GOOD
AVERAGE
FAIR
POOR
TOTAL
FREQUENCY
8
21
13
5
3
50
PERCENTAGE
16
42
26
10
6
100
CUMULATIVE
PERCENTAGE
16
58
84
94
100
25
20
15
10
50
Staff answered your questions.
Staff answered your questions.
INTERPRETATION
From my analysis I found that 42% respondents agreed that employees of
Reliance Trends have complete knowledge to answer their questions. 26%
respondents rate it as average to this statement and only 16% to excellent. 10%
to fair, 6% to poor.
Staff showed knowledge of the products/services.
SCALE
EXCELLENT
GOOD
AVERAGE
FAIR
POOR
TOTAL
FREQUENCY
11
17
12
7
3
50
PERCENTAGE
22
34
24
14
6
100
CUMULATIVE
PERCENTAGE
22
56
80
94
100
Staff showed knowledge of the
products/services.
24
14
6
22
34
EXCELLENT
GOOD
AVERAGE
FAIR
PO O R
INTERPRETATION
Employees of Reliance Trends understand specific needs and have great
knowledge of all product & services. With this statement most of the respondents
were rate this statement good i.e., 34%.. Among the total respondents 24%
respondents agreed with average and 22% for excellent, 14% for fair and 6% for
poor.
Staff was courteous throughout
SCALE
EXCELLENT
GOOD
AVERAGE
FAIR
POOR
TOTAL
FREQUENCY
3
8
20
17
2
50
PERCENTAGE
6
16
40
34
4
100
CUMULATIVE
PERCENTAGE
6
22
62
96
100
20
15
10
5
0
Staff was courteous throughout.
Staff was courteous throughout.
INTERPRETATION
According to 40% of people feel that Employees of Reliance Trends are
very much courteous throughout. Others rate at it as 34% in fair, 16% as
good , 6% as excellent.
Overall, how would you rate customer service of Reliance Trends
SCALE
EXCELLENT
GOOD
AVERAGE
FAIR
TOTAL
FREQUENCY
4
14
23
9
50
PERCENTAGE
8
28
46
18
100
CUMULATIVE
PERCENTAGE
8
36
82
100
25
20
15
10
50
Overall, how would you rate customer
service of Reliance Trends
INTERPRETATION
Most of the respondents agreed with this statement. According to my analysis,
employees in Reliance Trends give prompt service. Among the total respondents
agreed respondents rate 46% as average, 28% as good, 18% fair & 8% excellent.
Your complaints are constructively handled
SCALE
STRONGLY DISAGREE
DISAGREE
NEITHER AGREE NOR
DISAGREE
AGREE
STRONGLY AGREE
FREQUENCY
8
16
11
20
10
5
PERCENTAGE
16
32
22
20
10
100
CUMULATIVE
PERCENTAGE
16
48
70
90
100
Your complaints are constructively
handled
STRONGLY AGREE
AGREE
NEITHER AGREE NOR?
DISAGREE
STRONGLY DISAGREE
5
8
10
11
16
0 5 10 15 20
INTERPRETATION
When you have a problem, Reliance Trends shows little interest in solving it. After
analysing this statement I found that most of the respondents agreed i.e. 32%
respondents disagreed. Also I found that 22% were neutral with this statement and
20% were committed with disagree. There was 10 strongly disagreed. Hence
Reliance Trends needs little improvement.
Staff delivers the appropriate service as promised.
SCALE
Agree
NEITHER AGREE NOR DISAGREE
Disagree
FREQUENCY
7
34
9
PERCENTAGE
14
68
18
CUMULATIVE
PERCENTAGE
14
82
100
Staff delivers the appropriate service as
promised
18
14
DISAGREE
NEITHER AGREE NOR
DISAGREE
68 AGREE
INTERPRETATION
Employees in the Reliance Trends tell you exactly when the services will be performed.
Majority of the respondents are neutral or uncertain with this statement.18% respondents were
agree. At the same time 14% disagreed.
Staff communicate in a language that you understand.
SCALE FREQUENCY PERCENTAGE CUMULATIVE
PERCENTAGE
STRONGLY DISAGREE 2 4 4
DISAGREE 2 4 8
NEITHER AGREE NOR
DISAGREE
AGREE
STRONGLY AGREE
TOTAL
4
18
24
50
8
36
48
100
16
52
100
25
20
15
Staff communicates in a language that you
understand
18
24
10
5
0
2
STRONGLY
DISAGREE
2
DISAGREE
4
NEITHER AGREE
NOR DISAGREE
AGREE
STRONGLY
AGREE
INTERPRETATION
According to survey, it has been judged that staff of Reliance Trends communicate
in a language, which can be easily understood by the customer. As 48% of
respondent are strongly agree with this statement, 36% are agree and 8% are
uncertain.
The behavior of staff makes you feel that you can trust them and have
confidence
SCALE
STRONGLY DISAGREE
DISAGREE
NEITHER AGREE NOR
DISAGREE
AGREE
TOTAL
FREQUENCY
9
16
21
4
50
PERCENTAGE
18
32
42
8
100
CUMULATIVE
PERCENTAGE
18
50
92
100
The behavior of staff makes you feel that
you can trust them and have confidence in
them.
42
8
18
32
STRONGLY DISAGREE
DISAGREE
NEITHER AGREE NOR
DISAGREE
AGREE
INTERPRETATION
The employees of the bank are little trustworthy The behavior of employees in Reliance Trends
builds confidence in you. Here analysis shows that most of the people that is 42% are uncertain,
32% are disagree, 18% are strongly disagree and 8% are agree.
The store layout at this store makes it easy for customers to find
what they need.
SCALE
STRONGLY DISAGREE
DISAGREE
NEITHER AGREE NOR
DISAGREE
AGREE
STRONGLY AGREE
TOTAL
FREQUENCY
3
12
11
14
10
50
PERCENTAGE
6
24
22
28
20
100
CUMULATIVE
PERCENTAGE
6
30
52
80
100
The store layout at this store makes it easy for
customers to find what they need.
STRONGLY AGREE
AGREE
The store layout at this store
NEITHER AGREE NOR DISAGREE
DISAGREE
STRONGLY DISAGREE
0
5
10
15
makes it easy for customers to
find what they need.
INTERPRETATION
Reliance Trends has modern- looking and hi- tech equipment system that clearly
shows customer, the product they want. They have well designed system. 28% of
respondent are agree with this Statement, 24% are disagreeing, 22% are uncertain,
and 20% are strongly agreed.
The store layout at this store makes it easy for customers to move
around the store.
SCALE FREQUENCY PERCENTAGE CUMULATIVE
PERCENTAGE
STRONGLY DISAGREE 15 30 30
DISAGREE 9 18 48
NEITHER AGREE NOR
DISAGREE
AGREE
STRONGLY AGREE
TOTAL
12
6
8
50
24
12
16
100
72
84
100
100%
90%
80%
70%
60%
The store layout at this store makes it easy
for customers to move around the store.
50%
40%
30%
20%
10%
0
%
15 9 12 6 8
The store layout at this store
makes it easy for customers to
move around the store.
INTERPRETATION
According to research, it has been observed that store layout is not up to the mark
as desire by the customer. Because 30% are strongly disagreeing, 24% are
uncertain, 18% are disagreeing and 16% are strongly agree.
Reliance Trends provides plenty of convenient parking for customers
SCALE
STRONGLY DISAGREE
DISAGREE
NEITHER AGREE NOR
DISAGREE
AGREE
STRONGLY AGREE
TOTAL
FREQUENCY
18
15
10
5
2
50
PERCENTAGE
36
30
20
10
4
100
CUMULATIVE
PERCENTAGE
36
66
86
96
100
Reliance Trends provides plenty of
convenient parking for customers
STRONGLY DISAGREE
20
10
4
30
36
DISAGREE
NEITHER AGREE NOR
DISAGREE
AGREE
STRONGLY AGREE
INTERPRETATION
From the above data I interpret that there are more number of four wheeler coming
to Reliance Trends than two wheeler. People prefer to visit Reliance Trends with
their families. And people are not satisfied with the parking facility. So parking
facility should be good to attract large number of customers.
Reliance Trends accepts most major credit cards
SCALE
NEITHER AGREE NOR
DISAGREE
AGREE
STRONGLY AGREE
TOTAL
FREQUENCY
8
19
23
50
PERCENTAGE
16
38
46
100
CUMULATIVE
PERCENTAGE
16
54
100
SWOT ANALYSIS
Strengths
? Everyday low pricing
? Point of purchase
? Experience marketing team executive staff
? Emphasis on providing total customer satisfaction
? Variety of stuff under single roof
? Maintain good employee-employer relationship
Weaknesses
? Failing revenue/sq.ft
? Unable to meet store targets
? Unavailability of popular brands
Opportunities
? Population of India is growing which is have the great potential for retail
sector
? Evolving consumer taste and preferences
? Indian organized retail sector is below 10% which poses the great possibility
to increase more
Threats
? Entrance of Foreign players
? Rise in reality cost
? Government policy regarding Retail sector
FINDINGS
? Reliance Trends is undoubtedly amongst one of the good retailers in India. It
has built very emotional & cordial relationship with its customers.
? They are also intending to build long term relationship with all its
stakeholders which are very essential for successful business venture.
? In order to attract customer they should provide good parking facility
? Cleanliness and hygienic environment is also the major concern for Reliance
Trends. Management needs to be focus on it.
? Store layout should also be developed in an efficient manner so that customer
can get things easily.
? According to research I found that most of the people were affected &
attracted with offers and schemes. So, Reliance Trends should employ those
people who are well trained to provide information to customer regarding new
things to enhance its customer services.
? Consumer chooses malls to shop because they all want variety and brands.
According to customers it is economical as compared to other places.
? We can also say that location, variety conveniences and economical products
are not the only thing which attracts the customer but good customer service
is one of the crucial factors that attract customers.
RECOMMENDATIONS
? Advertising is the basic and most prominent tool to increase the awareness
of product. So, Reliance Trends should use this tool to increase their share in
the market.
? Retail business is successful only when they have a good customer services.
Customer loyalty can only be gain by providing good or satisfied services to
the customers.
? Most respondents take on the spot decision of buying different products
because of the various attractive products displays. So pretty combination
with good services should be done to retain customers
? Quality plays a major role because most respondent said that they want a
quality product and that's also the one of the reason for most of the
respondents sticking to particular brand.
? Customers are very price conscious they are having many options in the
market. The following steps should opt :-
? Should follow more of high low pricing rather than everyday low pricing
? Should go for a weekly coupon system as it holds more of the loyal customers.
? Should provide good customer services so that customer likes to visit again.
? There should be a proper assortment of various product categories.
? Proper training should be provided to the customer so that they can deal with
customer efficiently
? Various offers can be provided to them to attract new customers.
? Quality in product should be reached up to mark.
CONCLUSIONS
i. As most of the retail industries did market research before entering into
market. Same thing was done by Reliance Trends.
ii. In one year, much more diversification was done in it. And to retain
customers they use many loyalty programs & IT techniques.
iii. Reliance Trends can attract more customers by different variety and
assortments.
iv. They can improve customer satisfaction by providing home delivery
services.
v. We can conclude that Reliance Trends has one of the major retail industries in
India.
vi. Working environment is good and also the various facilities is provided to
increase the customer services.
vii. There exist a healthy & strong relationship between employees and managers.
viii. The employees accept their responsibility wholeheartedly and perform the
services in well manner that satisfied the customers.
REFERENCES
Book
? Philip Kotler, Marketing Management, (Pearson education, 12thedition)
? Naresh Malhotra Marketing Research (An applied orientation),
? Research Design, (Prentice Hall of India Pvt. 5th edition)
? Berman B and Evans J.R, Retail Management ,(Pearson education, 10th edition
? Service Marketing by M.K Rampal
? Integrated service marketing (4th edition) by Zeithmal
Online
? www.ril.com
? www.ril.com/html/aboutus/rilretail.html
? www.futuregroup.com
? www.rai.com
? www.retailseminar.in
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