Customer Satisfaction in Me Tali Zing Industry Using SERVQUAL Model

Industry Internship Program Customer Satisfaction in Metalizing Industry using SERVQUAL model.
SUBMITTED TO:
Prof. G N Raju
SUBMITTED BY:
Gandhi Vishalkumar Rajeshbhai
PGDM SEC-A
[BATCH-2008-10] STUDENTS DECLARATION I hereby declare that the Project Report conducted at Mythri Metallizing India Under the guidance of
Prof. G N Raju
Submitted in Partial fulfillment of the requirement for the Certification of
POST GRADUATE DIPLOMA IN MANAGEMENT (Industry Integrated) TO INSTITUTE OF FINANCE AND INTERNATIONAL MANAGEMENT, BANGALORE
Is my original work and the same has not been submitted for the award of any other Degree/ diploma/ fellowship or other similar titles or prizes.
Place: Bangalore
Customer Satisfaction in Metalizing Industry using SERVQUAL model
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Date: 30/06/2010 ACKNOWLEDGEMENT I Vishal, express my deep sense of gratitude to Prof. G N Raju, Faculty Guide, from IFIM B-School, Bangalore for his valuable training, guidance and suggestion in the completion of the project. I am greatly thankful to Mr. D R Madhusudhan and Ms. Bhagya (Company Guide) who guided me at every stage of this training by giving his valuable suggestions and recommendations. I express my whole-hearted gratitude to the management and employee of all these companies who have given their valuable information and suggestion to undertake a study on Customer Satisfaction in Metalizing Industry using SERVQUAL model. Last but not the least, I am grateful to all people who directly or indirectly helped me in preparing this report.
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PREFACE I undertake the writing of this report of the specialization report because we all are of the very few students who are presently undertaking education in the spare of PGDM which covers total business activities. As a student of management, I must be encouraged by the growth and rapid development taken place in technological sector, in India. Still recently, management is growing baby keeping in mind the ever development field of management and great demand for marking in our country, the institute has arranged specialization program in many field of management. Thus, it is our moral and obligatory duty to take this part of our studies with great enthusiasm and seriousness and give it the due importance. The report gives information about the Customer Satisfaction in Metallizing Industry. For the preparation of this report, I have taken the guidance from the Marketing Chief of Bangalore Office, Ms. BHAGYA. This training proved to be an experience, which is required to become a true student of management and administration.
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Table of Contents Chapter No Particulars Declaration by the student Acknowledgement from the student Preface 1 2 Introduction Company Profile 2.1 Introduction 2.2 Profile 2.3 Services 2.4 Mythris Work 2.5 Competitors 3 Problem Definition & Scope 3.1 Title of the study 3.2 Statement of problem 3.3 Objective of Study 3.4 Scope of Study 3.5 Limitation of Study 4 Review of Literature 4.1 Abstract Page No ii iii iv 1 4 5 5 6 11 12 13 14 14 14 15 15 16 17
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4.2 Definition 4.3 SERVQUAL methodology 5 Research Methodology 5.1 Questionnaire Design 5.2 Reliability & Validity Test (Cronback alpha Calculation) 5.3 Sampling Design 5.4 Data Collection & Analysis 6 7 8 Solution by SERVQUAL model SWOT Analysis Conclusion 8.1 Suggestion 8.2 Recommendation 9 Future Scope of study Annexure Bibliography Annexure I : Service Score for 5 Factor Annexure II : percentage of satisfaction level obtained Annexure III Data analysis by SPSS Questionnaire
17 19 20 21 23 24 25 29 35 39 42 44 46 48 49 50 51 52 53
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Introduction
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Introduction the Study In any service industries Quality is the first priority. And from research evidence in service industries indicates that delivering high service quality produces measurable benefits in profit, cost savings and market share. In India, the past few years have witnessed an increasing concern regarding the quality in service industry. Even in metallizing industry people are more concern about the quality of service. In manufacturing industry awareness about service quality is increasing so now first they are concentrating on quality factor after that they are taking consideration for price. Because by using high service of quality they can reduce operating cost so now a days industry people have shown quality as one of the important element. So now there is a specific need to improve the quality of metallizing services. Metallizing coating is useful or essential in most of the industry and at this moment manufacturing, chemical, oil and pharmaceutical industries are growing sectors. So with these industries metallizing services is also growing. Many people have defined the quality and quality is different in different industry. In Banks quality is time taken by cashier but in Metallizing industry quality is work done by company or even equipment, technology or site in charge all will be
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included in quality. But the important thing is to find discrepancy between service quality expectation and actual quality delivered to customer. Parasunaman, Zeithaml and Berry proposed SERVQUAL model. And this project is purely based on SERQUAL model. Service firms like other organizations are realizing the significance of customercentered philosophies and are turning to quality management approaches to help managing their businesses. This project has started with the concept of service quality and has demonstrated the model of service quality gaps. SERVQUAL as an effective approach has been studied and its role in the analysis of the difference between customer expectations and perceptions has been highlighted with support of Mythri Metallizing India. Outcomes of the project outline the fact that although SERQUAL could close one of the important service quality gaps associated with external customer services, it could be extended to close other major gaps and therefore, it could be developed in order to be applied for internal customers, i.e. employees and service providers.
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Chapter 2 Company Profile
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2.1 Introduction MYTHRI METALLIZING INDIA, It is a Bangalore based company. With operations stretched across the Silicon Valley since 1998. With a dedicated & expert team they satisfy their clients every requirement with the most advanced technology and equipment that fits the international standards- Swedish Standard (SIS) 05 5900-1967 & Steel Structures Painting Council (SSPC-PA) 15213, USA. With the available services- Sand/ Grit Blasting, Spray Galvanizing and Aluminizing- avoid corrosion altogether. This gives a maintenance free service even in hostile atmospheres, resulting in substantial cost savings. With Mythris exceptional handling we assure you of a quick turn-around of work.
2.2 Profile They are leading contract service providers in surface preparation & protective coating. Their company is based at Garden City Bangalore. They involve in various processes like Abrasive Blasting, Spray Galvanizing & Aluminizing.
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They undertake & have completed many projects all over India. They currently service National and Local Companies covering Steel, Cement, Power, Projects, Petrochemicals, Pharmaceuticals, Engineering, Construction and Fertilizers.
2.3 Services 1. Surface Preparation By Abrasive Blasting Surface preparation by abrasive blasting is a must for any protective coating. The surface of the metal should be thoroughly cleaned and roughened by compressed air with suitable abrasives like Grit, Sand, Quartz, Aluminum Oxide etc., as per IS and BS Standards. In Abrasive blasting They involve a process where in abrasives are propelled with compressed air on to the substrate to remove Mill scale, Oil, Grease, Dirt, Rust, Oxides & Paint, to create a profile for any protective coating to Adhere. 2. Aluminizing
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Spray Aluminizing involves deposition molten Aluminum of purity 99.5% on to a prepared surface. The metal being sprayed is melted in an Electric Arc atomized by compressed air and then projected on to the substrate has been prepared by Sand & Quartz Blasting. As per the IS & BS Standards (it will withstand up to 950C) Advantage: > Site job possible > No size limitation > Better surface preparation > Cold process > Pure aluminum coating > Ideal surface for painting Sealant: The metal-sprayed coating is in itself a complete protective system for iron or steel structures. The use of a sealant, however, enhances this protection and also produces a pleasing appearance.
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Advantage: a. It penetrates and fills the pores, thus reducing the total area of the exposed metal and therefore, the rate of dissolution of the coating. b. It smoothes the surface texture preventing the retention of grime and other contaminants, thus reducing still further the rate of surface attack. c. By smoothing the surface texture the appearance of the coating will remain cleaner and more attractive than without a sealant, and may more readily be maintained in a clean condition. 3. Spray Galvanizing Spray Galvanizing involves deposition 99.95% pure zinc wire protective coating offers atmospheric corrosion protection to steel and galvanic anti corrosion prevention on other non ferrous metals superior to conventional anti corrosion paint coatings by three basic forms: 1. Barrier protection.
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2. Formation of a Zinc anti corrosion barrier coating that provides corrosion protection to both the coating and the steel from the environment. 3. Galvanic action: the zinc coating corrodes in preference to the steel. Melting Point: 787.0 of Bond Strength: 1000psi Max. Service Temp: 140 VOC: 0 Coating Coverage per pound @ 6 mils: 3.5 sq. ft. /Ibs. ADVANTAGES: > Proven long term protection > Cold process > No size limitations > Ideal surface for painting > Site jobs possible > No hydrogen cracks > Preferred even under alkaline condition
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APPLICATIONS Any steel structures, transformer tanks, radiators, dairy coils, communication towers, steel tanks, exhaust systems, electric poles, gates, windows, building structures, gutters in chemicals related industries, fantasy park, hotel industries, capacitor manufactures etc.,
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2.4 Work done by Mythri Metallizing India
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2.5 Competitors 1. L&T (As a third Party) 2. Accurate Thermal Spray. 3. Jenith Technocast Pvt Ltd. 4. Delta Metallizers 5. VIR Electro-engineering Pvt Ltd.
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Chapter 3 Problem definition & Scope
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3.1 Title of the Study Customer Satisfaction in Metalizing Industry using SERVQUAL model
3.2 Statement of the Problem Customer satisfaction level in metallizing service industry
In service industry satisfaction level is the main factor which can drive customers.
To measure the customer satisfaction level and find solution to reduce this dissatisfaction gap.
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3.3 Objective of the Study
The objective of this study is to identify the quality dimensions that are most important to the metalizing industry customers, and the service that are delivered to the customer.
To find the discrepancy between customer expectation and their perceptions of the service delivered.
3.4 SCOPE OF STUDY This project will be of great help for the company as the findings will help the organization for improving their system and approach. This project is based on SERVQUAL model so it will also helpful to identify the discrepancy between customer expectation and their perceptions of the service delivered. So it will also useful to improve customer service or to retain old customer.
3.5 Limitations of the Study Overall limitation of study
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Sample size is small. Time limitation. The study measures the gap between expectations and perceptions of customers which is only one part of the service quality gaps.
Chapter 4 Review of Literature
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Literature Review 4.1 Abstract This study reports an application in the Metallizing industry of the SERVQUAL model developed by Parasuraman, Zeithaml and Berry. The model is designed to measure those components of service that generate satisfaction within five dimensions. This study identified the existence of gaps between client expectation and perception of the services offered. It is argued that the existence of these gaps is a source of dissatisfaction with services provided. And this dissatisfaction is depend on employees, workers or may be equipment or technology.
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4.2 Definition Basically there are five key discrepancies that can influence customer evaluations of service quality: Gap 1 was the gap between customer expectations and management's perceptions of those expectations. Gap 2 was the gap between management's perception of what the customer wants and specifications of service quality. Gap 3 was the gap between service quality specifications and delivery of the service. Gap 4 was the gap between service delivery and what the company promises to the customer through external communication. Gap 5 was the gap between customers' service expectations and their perceptions of service performance.
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Model of service quality gaps 4.3 SERVQUAL methodology The SERVQUAL instrument has been the predominant method used to measure consumers perceptions of service quality. It has five generic dimensions or factors and is stated as follows: (1) Tangibles: Physical facilities, equipment and appearance of personnel. (2) Reliability: Ability to perform the promised service dependably and accurately.
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(3) Responsiveness: Willingness to help customers and provide prompt service. (4) Assurance (including competence, courtesy, credibility and security): Knowledge and courtesy of employees and their ability to inspire trust and confidence. (5) Empathy (including access, communication, understanding the customer): Caring and individualized attention that the firm provides to its customers.
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Chapter 5 Research Methodology
Research methodology is a way to systematically do the job. It may be understood as a science of studying how research is done scientifically. The most desirable approach with regards to the selection of the research methodology depends on the nature of particular work, time and resources available along with the desire level of accuracy.
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5.1 Questionnaire Design In this project SERVQUAL was adopted as the instrument to assess service quality. SERVQUAL has been chosen because it is useful to provide evidence of service quality for further service operation improvement. Data were collected through an instrument developed using five service quality dimension (Reliability, Tangible, Responsiveness, Assurance, and Empathy) with 12 questions aiming at reducing questionnaire size and then improving the response rate. The answered were offered using a 5 point Likert-type scale anchored by 1. Strongly disagree 2. Disagree 3. Neither agree nor disagree 4. Agree 5. Strongly agree
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Moreover from the SERVQUAL model, customers have a range of expectations bounded by desire services and adequate service. So in questionnaire two side by side 5-point scales has been given one is for Expectation (E) and one for Perception (P). The assessment was targeted to customers in two separate analyses, calculated as P minus E assesses the service quality of a given question, where: QSn Service quality in the dimension n Pjn Performance perception in the dimension n to customer j Ejn Expectation performance in the dimension n to customer j
5.2 Reliability & Validity Test (Cronbach alpha calculation) For the Expectation dimension of service quality, 12 questions have been designed then reliability test gives following results
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Reliability Statistics Cronbach's Alpha .626 N of Items 12
The acquired number is bigger than 0.6 (.626). So the data can be used for the further analysis.
For the Perception dimension of service quality, 12 questions have been designed then reliability test gives following results
Reliability Statistics Cronbach's Alpha .686 N of Items 12
The acquired number is bigger than 0.6 (.686). So the data can be used for the further analysis.
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5.3 Sampling Design Population: MMIs Business is to prevention of corrosion and corrosion is happening with many materials like iron, mild steel, stainless steel in all over plants whether it is steel plant, oil companies, chemical companies or cement manufacturing companies. So all industry professional working in these companies are our target population. Professional people like Mechanical engineers, civil engineers, Maintenance engineers these are the target population.
Sample Size: Here sample size is 32. This project is bases on feedback of the existing customers so I can take sample of only these existing customers. Another reason is MMIs customers are located in all over India so to get more sample is not so much easy and last thing for this project is time limitation was there. Only time duration was six months so to get data from different states its too much difficult. This projects sample has been taken from five states.
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Karnataka, Gujarat, Maharashtra, Andhra Pradesh, Tamilnadu 5.4 Data Collection & Analysis Research Type Data Source Quantitative Research Primary Data and Secondary data
Here I have used Judgment sampling technique which is non-probability sampling technique. Because In this project most of question were technical so I have to choose a concern person for this question thats why I have taken judgmental sampling. Data collection is purely based on primary and secondary Research. For Data collection I have used survey method where I have contacted person by three types. 1. By Email 2. By person 3. By courier
Companies Involved in Survey 1. JSW 2. Bharthi Cement Corporation Ltd
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3. Dalmia Cement (Bharath) Ltd 4. HPCL, Mahul 5. Mukand Ltd 6. GHCL 7. Volvo India Pvt Ltd 8. Essar power 9. IFFCO 10.Wheel India Ltd 11.UPL 12.BEML 13. Ambuja Cement Ltd. 14. South Asian Petrochem Ltd. 15. Ace Manufacturing system Ltd.
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Data Analysis Data Analysis based on company scale From table 1 we can see the Company scale in which out of 32 respondent 30 respondent are coming in large scale company where only 2 client is in medium scale company. So Mythri Metallizing Indias clients are more stable regarding to financial issue. Company Scale No Of Client Small 0 Medium 2 Large 30
Table 1 Data Analysis based on Data classification Most of MMIs clients are satisfied but it is more important to calculate overall percentage of satisfaction level.
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So from Annexure II I have got result where percentage of satisfaction is 83%. This is very good in any service industry. So MMI has almost satisfied its entire customer. Data Analysis based on Regression Regression
a Coefficients
Model 1
(Constant) Workforce used Perception Perception Technology used by MMI
Unstandardized Coefficients B Std. Error 2.591 1.581 .243 .233 .317 .188
Standardized Coefficients Beta .138 .223
t 1.639 .767 1.243
Sig. .112 .449 .224
a. Dependent Variable: Quality of work Perception
Y=2.591+.243X1+.233X2 Where Y= Dependent variable Quality of work X1=Independent Variables Work force X2=Independent variable - Technology
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In this case just I got some result where quality is purely depends on workforce and technology. So if more number of workforce and latest technology can drive the quality of work.
Chapter 6 Solution by SERVQUAL Model
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Solution by Gap Analysis Questionnaires were distributed to all of the existing customers and 32 useable questionnaires were returned, resulting in a 95 per cent response rate.
Gap Perceptions Scores 4.8125 4.26 4.34 4.67 4.08 4.69 4.11 4.17 4.20 3.98 -0.125 -0.148437 -0.171875 -0.46875 -0.09375 Weighted Weightings Average 0.3 0.15 0.15 0.3 0.1 -0.04 -0.02 -0.03 -0.14 -0.01 -0.24
Dimension Reliability Tangible Responsiveness Assurance Empathy Overall Weighted Average
Expectations
Table2. SERVQUAL scores for Metallizing services by using Weighted Average method For upper value calculation refer annexure-I.
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As can be seen from Table 2, all questionnaire responses were negative and an overall departmental weighted SERVQUAL score of 0.24 was recorded, indicating a small shortfall in meeting customer expectations across all service areas and dimensions. The summary scores for each dimension are shown in Table 2, with the weighted average scores per dimension having been totaled to achieve the overall SERVQUAL score. As can be seen from Table 2, Reliability Gap In Reliability dimension gap score is only -.0.125 which is so small. In reliability dimension I have included two factors one is project completion in a given time period and second is quality of work. In project completion factor out of 32 client 23 client are strongly agree. And in Quality of work factor out of 32 client 22 client are strongly agree. So in Reliability dimension people are more satisfied so regarding quality of work is far superior to other and they should just maintain the quality of work.
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Tangible Gap In tangible dimension I have included four factors and its Workforce, Technology, Site-in-charge and equipment. In Tangible dimension Gap score is -0.14 which slightly more than Reliability gap but in this case most of people are strongly agree with technology but in case of workforce and site-in-charge most of people are only agree and in case of equipment most of people are coming in neither agree nor disagree for service quality. So in this case clients are more satisfied with technology but clients are not so much satisfied with equipment so MMI should also do some improvement with equipment. May be in near future this factor can also affect the clients satisfaction so they should also consider this factor.
Responsiveness gap In Responsiveness dimension I have included two factors. One is Cooperation of workers and second is action time to start a project. In Responsiveness Gap score is -0.17 which is also small like Tangible dimension. In this case there is some lacking in cooperation between client and workers so MMI should also consider this thing. They should give some behavioral training to their site-in-charge and
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also to workers. But regarding to action time to start a project clients are more satisfied.
Assurance Gap In Assurance dimension I have included two factors one is warranty and second is prices offered by MMI. These factors are so much important to any industry where industry people are utilizing maximum money. They want some assurance from company. In Assurance Gap score is -0.468 its maximum in Gap analysis. Here most of the clients are satisfied with Warranty but most of the clients are not satisfied with prices which MMI is offering for work. So from this Gap analysis Assurance dimension or prices may be the reason for discrepancy between customer expectation and perception. So MMI should change their pricing policies by doing some change in supply chain management or by using any other alternative.
Empathy Gap
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In Empathy dimension I have consider two factors. One is grievance and other is site-in-charges respond to request. In Empathy dimension gap score is only -0.09. This is so small compare to any other dimension. In Empathy dimension clients are not taking so much care about these factors. So these factors can be negligible for quality concern because in this dimension clients are not expecting so much. And expectations are low so chances of dissatisfaction will be low.
Graph for Gap Analysis So MMI should more concentrate on Assurance, Reliability and Tangible dimensions.
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Chapter 7 SWOT Analysis
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SWOT analysis Strengths Superior Quality of service. From the data analysis most of the customer are satisfied with the quality of service so this may be the reason why Mythri Metallizing India getting number of orders from their existing customers. E.g JSW, HPCL, MUKAND these are the company from where Mythri Metallizing India is working from number of years. And also they got repeat of orders. Huge list of client. Excellent technology.
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Mythri Metallizing India is using Arc spray Gun which is useful to do galvanizing and other processes. Arc spray gun is a new technology and it is also cold process. It is superior technology than older Hot dip Galvanizing process. Good assurance of clients. To retain a client it shows the good assurance of client. Huge Man power. Business is all over India. Weakness High prices for services. Because of this reason small scale companies cant go for metallizing coating. Not proper supply chain for material.
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Mythri Metallizing India has not proper supply chain for their operation so because of this reason cost of the operation could be increase.
Opportunity Less number of competitors. In this business only few companies is there so Mythri Metallizing India can take control of prices over the client. Expansion of business. In this business only few companies are there so there is a lots of opportunity to grow a business. At this time by doing some marketing and promotional thing Mythri Metallizing India can do expansion of company to northern region and it will also increase the business. Threat Competition
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Market is growing so because of this reason competitor is also growing. And this technology will not new to any one up to 5 years. So after some years there will be much more competition in this business so nearly future competition may be the biggest problem for Mythri Metallizing India.
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Chapter 8 Conclusion
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Conclusion In this project service quality in Metallizing Industry and their gaps are reviewed. SERVQUAL methodology as analytical tool is used for evaluating the difference between the customer expectations and perceptions of quality in Metallizing Industry. The primary objective of this study is to identify the quality dimensions that are most important to the metalizing industry customers, and the service that are delivered to the customer. In Metallizing Industry or for MMI Assurance after this Reliability and lastly Tangible these factors are very important. Because these are the factors where clients are expecting more so if MMI want to reduce the dissatisfaction than MMI should take high consideration for these factors. Second objective was to find the discrepancy between customer expectation and their perceptions of the service delivered. For finding discrepancy between customer expectation and their perception here SERVQUAL model has been used. From this model some result has been obtain which is follows:
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Gap Score ReliabilityTangibleResponsivenessAssuranceEmpathy-0.04 -0.02 -0.03 -0.14 -0.01
From upper value suggest that maximum discrepancy between the customer expectation and their perceptions of the service delivered is Assurance dimension where the Gap is -0.14. So MMI should more concentrate on this dimension. This dimension containing two factors one is Warranty and second is Prices offered by MMI. So MMI can do some changes with their pricing strategy and after than they can reduce discrepancy between the customer expectation and their perceptions of the service delivered.
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8.1 Suggestion On the basis of extensive study and research, here are some recommendation and suggestion which may help the company to maintain service quality and also helpful to increase the customer satisfaction in Metallizing Industry. Price As from the point of view of quality there is no problem to the company so they should only retain the quality of service. But as matter of fact clients are also more interested in price so Mythri Metallizing India should change their pricing strategy. Because most of the clients are not satisfied with Mythri Metallizing Indias price. In near future if competitor will give good service with fewer prices than MMI will lose their customer. Expansion
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MMI is growing company and there are not many companies in Metallizing industry. But MMIs business is more in south India so they should do expansion in north India. So they get more popularity and client from all over India. Marketing MMI are also doing marketing for their services but they have not enough man power for marketing so they should recruit more marketing people so they can do marketing throughout India by efficient way. And get some more work and increase their business.
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8.2 Recommendation Mythri Metallizing India is the one of the company who is providing best quality service in metallizing coating. Most of their clients are satisfied with MMIs quality of work. But most of the clients are not satisfied with price which MMI offering to their customer for Metallizing coating. So my recommendation is to reduce price or change the pricing techniques. Solution to reduce price Mythri Metallizing India is using normal pricing technique. MMI is calculating every cost which is occurring in executing project on site and profit. But there are some factors where they can reduce the price. Option 1
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Supply chain Management Today in any business supply chain management is necessary. Where one can control on transportation cost. Mythri Metallizing India they are transporting their material like aluminum and zinc wire from Bangalore only. So because of this reason they are losing money for transportation and last it adds to cost in projects. And at the last price is increasing for customer end. So to reduce this cost MMI should identify local customer at every state. They dont need to do transportation cost for this material. By doing this they can also increase awareness about MMI brand. Option 2 Expansion of Branch Second thing which MMI can do is expansion of branches in four regions like north, east west and south. So they can just use branch offices to do transportation of material and they can also do marketing from these offices. MMI is service provider so they are working at their premises and most of time MMI is going to work on clients site. So for this they have to also mobilize their man power and material. So if they have Branch offices at different location than
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they can just move man power and material from region office so they can reduce this cost also.
Chapter 9 Future Scope
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Future Scope In the future when MMI will conduct same project or survey to find satisfaction level of client for service quality than MMI can use this report as a reference. Because of this report MMI can compare their result and MMI can judge their improvement with service quality. So in future this project can also help to identify the quality dimensions that are most important to the metalizing industry customers, and the service that are delivered to the customer. So they can solve the problem regarding to price and retail their customer for long time. Good service in fewer prices can also attract new customer so this can help them to grow their business.
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By adopting this recommendation MMI can grow more with growth of any industry.
ANNEXURE
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BIBLIOGRAPHY Article Journal name: Journal of hospitality and tourism management page No Date: August 2006 Author: Mey, Leu pei, Akbar, Abdolali
BOOKS Services Marketing Prof. R Nargundkar
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Marketing Research Prof. R Nargundkar
WEBSITE www.mythriindia.com http://www.onepetro.org/mslib/app/newSearch.do www.thermioninc.com/refmat-contstudiespapers.php www.proserv.nu/Docs/Servqual.pdf www.scribd.com
The relevant information is from the internal source of the organization. Annexure I Service score for five factors Below table is useful to calculate Service Gap Score
Dimension
RealiabilityE
Questions
TimeE QualityE WorkForceE
Mean
4.937 5 4.687 5 4.125 4.593 75 4.125 4.187 5
Score
4.813
TangibleE
TechnologyE SiteenchargeE EquipmentE
4.258
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Responsive nessE
CooperationE StartE WarrantyE PriceE
AssuranceE
EmpathyE
GrievanceE RespondE
Realiability P
TimeP QualityP WorkForceP
TangibleP
TechnologyP SiteinchargeP EquipmentP
Responsive nessP
CoopeartionP StartP
AssuranceP
WarrantyP PriceP GrievanceP RespondP
EmpathyP
4.062 5 4.625 4.562 5 4.781 25 4.093 75 4.062 5 4.718 75 4.656 25 3.968 75 4.718 75 3.937 5 3.812 5 3.812 5 4.531 25 4.281 25 4.125 4 3.968 75
4.344
4.672
4.078
4.688
4.109
4.172
4.203
3.984
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Annexure II Percentage of satisfaction level obtain.

Questions Content Strongly disagree 0 0 0 0 0 0 0 0 0 0 0 0
0
Disagree Neither agree nor disagree 0 0 0 0 0 0 0 0 0 0 0 0

0
Agree
Strongly Agree 9 9 29 7 26 14 26 15 19 24 30 31 23 22 1 24 2 2 0 17 11 6 1 0
109
1 2 3 4 5 6 7 8 9 10 11 12
Total response in particular Question Score obtain Total Score Obtain Percentage success
TimeP QualityP WorkForceP TechnologyP SiteinchargeP EquipmentP CoopeartionP StartP WarrantyP PriceP GrievanceP RespondP
0 1 2 1 4 16 6 0 2 2 1 1
36
239
108
956
545 1609
83.80208333
Maximum Score Can obtain is 1920. Where scores are Strongly Disagree=1, Disagree=2, Neither agree nor disagree=3, Agree=4, Strongly agree=5 Max Score= Number of Sample*Number of question*Max Score in one question Number of Sample Number of question Max Score in one question 32 12 5
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Annexure III Data analysis by SPSS Regression

Variables Entered/Removed (b) Variables Variables Entered Removed Method Perception Technology used by MMI, . Enter Workforce used Perception( a) A All requested variables entered. B Dependent Variable: Quality of work Perception Model 1
Model Summary Adjusted R Std. Error of R R Square Square the Estimate .256(a) .066 .001 .545 Predictors: (Constant), Perception Technology used by MMI, Workforce used Perception Model 1
a Coefficients
Model 1
(Constant) Workforce used Perception Perception Technology used by MMI
Unstandardized Coefficients B Std. Error 2.591 1.581 .243 .233 .317 .188
Standardized Coefficients Beta .138 .223
t 1.639 .767 1.243
Sig. .112 .449 .224
a. Dependent Variable: Quality of work Perception
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Questionnaire
DIRECTIONS: This survey deals with your opinions of Metallizing services. Please show the extent to which you think firms offering Metallizing services should possess the features described by each statement. Do this by picking one of the five numbers next to each statement. If you strongly agree that these firms should possess a feature, circle the number 5. If you strongly disagree that these firms should possess a feature, circle 1. If your feelings are not strong, circle one of the numbers in the middle. There is no right or wrong answers. All I am interested in is a number that best shows your expectations and perception (Actual Delivered) about firms offering Metallizing services. MMI (Mythri Metallizing India) (A) Name of the company ____________________________________________________________ (B) Name of employee ___________________________________ (C) Scale of company 1. Small 2. Medium 3. Large
(D) Turnover of the company__________________________________________________________
Reliability 1. Rank the expectation and perception regarding the project completion in a given time period. 2 2 3 3 4 4 5 5 (HIGH) (HIGH)
EXPECTATION: (LOW) 1 PERCEPTION: (LOW) 2. 1
Rank the expectation and perception to quality of work. 2 2 3 3 4 4 5 5 (HIGH) (HIGH)
EXPECTATION: (LOW) 1 PERCEPTION: (LOW) 1
Tangible
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3.
Rank the expectation and perception with workforce used by MMI. (Number of workers used) 2 2 3 3 4 4 5 5 (HIGH) (HIGH)
Rank the expectation and perception about technology used by MMI in metalizing. 2 2 3 3 4 4 5 5 (HIGH) (HIGH)
Rank the expectation and perception about Site in-charge. (Regarding to site management) 2 2 3 3 4 4 5 5 (HIGH) (HIGH)
Rank the expectation and perception about equipment used by MMI. 2 2 3 3 4 4 5 5 (HIGH) (HIGH)
Responsiveness 7. Rank the expectation and perception about on field cooperation of in-charge and workers. 2 2 3 3 4 4 5 5 (HIGH) (HIGH)
Rank the expectation and perception about action time to start a project. 2 2 3 3 4 4 5 5 (HIGH) (HIGH)
Assurance 9. Rank the expectation and perception regarding to present warranty scheme.
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2 2
3 3
4 4
5 5
(HIGH) (HIGH)
Rank the expectation and perception regarding to the prices offered by MMI. 2 2 3 3 4 4 5 5 (HIGH) (HIGH)
Empathy 11. Rank the expectation and perception about grievance handling policy by MMI. 2 2 3 3 4 4 5 5 (HIGH) (HIGH)
Rank the expectation and perception about site in-charges respond to your request. 2 2 3 3 4 4 5 5 (HIGH) (HIGH)
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Customer Satisfaction in Me Tali Zing Industry Using SERVQUAL Model

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Industry Internship Program Customer Satisfaction in Metalizing Industry using SERVQUAL model.

Submitted in Partial fulfillment of the requirement for the Certification of

Gandhi Vishalkumar Rajeshbhai

Customer Satisfaction in Metalizing Industry using SERVQUAL model

Gandhi Vishalkumar Rajeshbhai

Customer Satisfaction in Metalizing Industry using SERVQUAL model

Customer Satisfaction in Metalizing Industry using SERVQUAL model

Customer Satisfaction in Metalizing Industry using SERVQUAL model

Customer Satisfaction in Metalizing Industry using SERVQUAL model

Customer Satisfaction in Metalizing Industry using SERVQUAL model

Customer Satisfaction in Metalizing Industry using SERVQUAL model

Chapter 2 Company Profile

Customer Satisfaction in Metalizing Industry using SERVQUAL model

Customer Satisfaction in Metalizing Industry using SERVQUAL model

Customer Satisfaction in Metalizing Industry using SERVQUAL model

Customer Satisfaction in Metalizing Industry using SERVQUAL model

Customer Satisfaction in Metalizing Industry using SERVQUAL model

Customer Satisfaction in Metalizing Industry using SERVQUAL model

Customer Satisfaction in Metalizing Industry using SERVQUAL model

2.4 Work done by Mythri Metallizing India

Customer Satisfaction in Metalizing Industry using SERVQUAL model

Customer Satisfaction in Metalizing Industry using SERVQUAL model

Chapter 3 Problem definition & Scope

Customer Satisfaction in Metalizing Industry using SERVQUAL model

Customer Satisfaction in Metalizing Industry using SERVQUAL model

3.3 Objective of the Study

3.5 Limitations of the Study Overall limitation of study

Customer Satisfaction in Metalizing Industry using SERVQUAL model

Chapter 4 Review of Literature

Customer Satisfaction in Metalizing Industry using SERVQUAL model

Customer Satisfaction in Metalizing Industry using SERVQUAL model

Customer Satisfaction in Metalizing Industry using SERVQUAL model

Customer Satisfaction in Metalizing Industry using SERVQUAL model

Customer Satisfaction in Metalizing Industry using SERVQUAL model

Chapter 5 Research Methodology

Customer Satisfaction in Metalizing Industry using SERVQUAL model

Customer Satisfaction in Metalizing Industry using SERVQUAL model

Customer Satisfaction in Metalizing Industry using SERVQUAL model

Reliability Statistics Cronbach's Alpha .626 N of Items 12

Reliability Statistics Cronbach's Alpha .686 N of Items 12

Customer Satisfaction in Metalizing Industry using SERVQUAL model

Customer Satisfaction in Metalizing Industry using SERVQUAL model

Companies Involved in Survey 1. JSW 2. Bharthi Cement Corporation Ltd

Customer Satisfaction in Metalizing Industry using SERVQUAL model

Customer Satisfaction in Metalizing Industry using SERVQUAL model

Customer Satisfaction in Metalizing Industry using SERVQUAL model

(Constant) Workforce used Perception Perception Technology used by MMI

Standardized Coefficients Beta .138 .223

t 1.639 .767 1.243

Sig. .112 .449 .224

a. Dependent Variable: Quality of work Perception

Customer Satisfaction in Metalizing Industry using SERVQUAL model

Chapter 6 Solution by SERVQUAL Model

Customer Satisfaction in Metalizing Industry using SERVQUAL model

Dimension Reliability Tangible Responsiveness Assurance Empathy Overall Weighted Average

Customer Satisfaction in Metalizing Industry using SERVQUAL model

Customer Satisfaction in Metalizing Industry using SERVQUAL model

Customer Satisfaction in Metalizing Industry using SERVQUAL model

Customer Satisfaction in Metalizing Industry using SERVQUAL model

Customer Satisfaction in Metalizing Industry using SERVQUAL model

Chapter 7 SWOT Analysis

Customer Satisfaction in Metalizing Industry using SERVQUAL model

Customer Satisfaction in Metalizing Industry using SERVQUAL model