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A STUDY ON CUSTOMER SATISFACTION (A SPECIAL REFERENCE TO POINT OF SALES, DELHI) A Dissertation Submitted to the Punjab technical University for

the partial fulfillment of the Degree of Master of Business Administration Submitted By PUSHKAR KUMAWAT

Under the Guidance Of HIMANSHU MOHABIYA Asst. Professor.







RESEARCH DESIGN Objective of the study. Need of the study. Scope of the study. Review of literature. Type of research. Sampling technique. Sampling size. Research instruments. Limitation of the study.










The satisfaction that accompanies the successful completion of any task would be incomplete without the mention of the people who made it possible and whose constant encouragement and guidance has been a source of inspiration throughout the course of the project for fulfilling the requirement of MBA from Delhi Business School affiliated to Punjab Technical University, PANJAB.

I express my profound sense of gratitude to Mr. Rajeev gupta , marketing & sales Manager, (GO PROCESSING PVT. INDIA LTD. DELHI) and Ms. Priya mital, Customer Relationship Officer for sharing their precious time and imparting their invaluable knowledge & expert advise, guidance and inspiration.

I acknowledge my heartful thanks and profound gratitude to Asst. Prof. Himanshu mohabiya faculty guide for his whole hearted support and valuable guidance during the period of completion of the dissertation report. I praise the lord, The Almighty for his abundance of grace in giving me health, knowledge and strength to take up this dissertation and complete it in time. I may miss the opportunity, if I do not inform my thanks to all the employees, who co-operated with me by giving their valuable opinions.

Place : new delhi


STUDENTS DECLARATION I here by declare that this dissertation titled A study on customer satisfaction with special reference to Point Of Sales, delhi, submitted by me to the department of Management studies, Panjab technical University in partial fulfillment of requirements of MBA programme is a bonafied work carried by me under the guidance of Asst. Prof. Himanshu mohabiya . This has not been submitted earlier to any degree diploma / certificate or published any time before.

Place: New Delhi

Signature of Student Pushkar kumawat


1.1 CUSTOMER: A customer refers to individuals or households that purchase goods and services generated within the economy. The word historically derives from "custom," meaning "habit"; a customer was someone who frequented a particular shop, who made it a habit to purchase goods there, and with whom the shopkeeper had to maintain a relationship to keep his or her "custom," meaning expected purchases in the future. Customer needs may be defined as the goods or services a customer requires to achieve specific goals. Different needs are of varying importance to the customer. Customer expectations are influenced by cultural values, advertising, marketing, and other communications, both with the supplier and with other sources. Both customer needs and expectations may be determined through interviews, surveys, conversations, data mining or other methods of collecting information. Customers at times do not have a clear understanding of their needs. Assisting in determining needs can be a valuable service to the customer. In the process, expectations may be set or adjusted to correspond to known product capabilities or service.


Production era : This is the period in between the industrial revolution of 17th century and late 1920s. During this period, the market was a sellers market. The reason behind this is the lesser number of supply as compared to demand. Companies during this period focus on the production of goods at faster and cheaper rate. Product feature were not given much preference because it was felt that customers were concerned only about the availability of the product, and not about its feature. Sales era : This is the period in between late 1920s and mid 1950s. during this period of time manufacturers believed that the success of their business depend on outselling the competition. Companies realized the need for product promotion and distribution. Companies also realized that they could use informations on likes and dislikes of customers in developing advertisements to stimulate demand. Marketing era : This period started from mid 1950s and is continuing till date. During this period companies for the first time realized the importance of customer wants and needs in the exchange process in between the buyer and seller. Companies began fulfilling customer wants and needs and started focusing on satisfying customer. Thus, a period of customer priority began and it became a key factor in the market. Now in the present market of 21st century, a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key

differentiator and increasingly has become a key element of business strategy. 1.3 CUSTOMER SATISFACTION: Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four perspectives of a Balanced Scorecard. It seems self evident that companies should try to satisfy their customers. Satisfied customers usually return and buy more, they tell other people about their experiences, and they may well pay a premium for the privilege of doing business with a supplier they trust. Statistics are bandied around that suggest that the cost of keeping a customer is only one tenth of winning a new one. Therefore, when we win a customer, we should hang on to them. When an individual buy a product or service, He/She expect it to be right. Individuals dont jump up and down with glee saying isnt it wonderful, it actually worked. That is what they paid their money for. Now many products and services are available in the market due to increase of players in the market. The bar is getting higher and higher. At the same time, Customers lives are getting more complicated with higher stress levels. Delighting customers and achieving high customer satisfaction scores in this environment is ever more difficult. A market trader has a continuous finger on the pulse of customer satisfaction. Direct contact with customers indicates what he is doing right or

where he is going wrong. Such informal feedback is valuable in any company but hard to formalise and control in anything much larger than a corner shop. For this reason surveys are necessary to measure and track customer satisfaction. 1.4 DETERMINANTS OF CUSTOMER SATISFACTION: 1. Product and Service quality:

If a product or service is designed according to the need and desire of customer. Which is able to satisfy their demands with respect to all dimension then a customer is said to be satisfied. The quality of service and product should be able to delight the customer. 2. Quick service: It is the response or actions taken with respect to customer queries or problem. 3. Friendly employee: Employees are to be friendly with the customers while solving their problem and try to make them understand about a particular problem clearly and thoroughly. 4. Pricing: Pricing should be fixed according to the ability of the customer to pay as well it should be fixed with respect to the quality and quantity of the product. 5. Distribution: Products or services should be easily available to customers reach. 1.5 METHODS TO INCREASE CUSTOMER SATISFACTION: Meet their expectations

Believe their complaints. Empower customers. Involve customers Measure the quality of your service, and communicate it with your Train the customer about the usage of product or service.


1.6 BENIFITS OF CUSTOMER SATISFACTION: 1. Increase in customer loyalty: Customer loyalty is a measure of how likely customer is to repurchase and engage in relationship activities. Thus, a satisfied customers can involve himself or herself in repurchase of service or product and thus become loyal to the organization. 2. Positive word of mouth: It is believed that a satisfied customer helps in spreading positive word of mouth about the product or service. A satisfied customer can help in influencing the others to buy the product or service. 3. Retention of old customer: Customer satisfaction focuses on meeting the need and wants of customer and try to fulfill their demand this thus help to retain the old customers.

4. Convey of message that customer is valued:

Customer satisfaction programme also convey the message to customers that the firm cares about their well-being and values customer input concerning its operations.

5. Create relationship with customer: A satisfied customer comes with plans or suggestion about how to improve the product attributes and there by develop a niche in the competitive market. 1.7 CUSTOMER SATISFACTION WITH RESPECT TO TELECOM INDUSTRY: After the liberalization and globalization of Indian market, many players came into existence and the competitions within telecom industry began to increase up to a large extent due to the addition of new players like Hutchinson, Bharti Airtel, Idea, etc. Due to which each and every player is trying to satisfy the customers by the adding up of new facilities and services like VAS (value added services), call waiting, call diverting, etc and there by trying to earn a competitive niche in order to survive for a long run. Everyday each player is coming up with new plans or tariffs in order to meet the customer needs, desires and expectations. For eg. Virgin mobiles have come up with a plan of addition of 10paise to the balance with every incoming calls. Airtel have developed a retention team in order to know their customers queries and problems and solve them effectively. Rather than with such kind of facilities and services to the customers, the telecom industry has still to look ahead to much factors in order to achieve

highest level of customer satisfaction by delighting the customer it can be in the form of better network coverage, proper billing information, etc.


2.1. OBJECTIVES OF THE STUDY: Customers are attracted through competitively superior offering and retained through satisfaction. So the main objective of the study is to know how satisfied / dissatisfied a customer. Some main objectives of the study is given below. and/or value. To gain customer loyalty. To identify the level of customer satisfaction. To identify the opportunities to retain old customers. To evaluate the customer attitude towards Airtel. To identify the factors involving consumer buying behaviour. To identify how successful the organization is at providing products services to the marketplace. To determine the future strategies. To strengthen the prevailing value system in delivering the customer

2.2. NEED OF THE STUDY: The study is necessary to find out The attitude of the customers towards Airtel Telemedia services. The study is helpful in knowing the customer need, desire and It is helpful in predicting the awareness of Airtel Telemedia services It is also necessary to find out and analyze the factors that influence a

expectation. among its existing customers. customer to be a loyal to the organization.

The study is helpful to the company for taking decisions.

2.3. SCOPE OF THE STUDY: The scope of the study is quite vast as it covers the customers of Airtel This study helps to know about the awareness and satisfaction of the This also helps to analyze the market potential of the company. It also

Telemedia services. customers towards Airtel Telemedia services. covers the factors that influence the customers to use its service. 2.4. REVIEW OF LITERATURE: Many researchers have looked into the importance of customer satisfaction. Kotler (2000) defined satisfaction as: a persons feelings of pleasure or disappointment resulting from comparing a products perceived performance (or outcome) in relation to his or her expectations. Hoyer and MacInnis (2001) said that satisfaction can be associated with feelings of acceptance, happiness, relief, excitement, and delight. There are many factors that affect customer satisfaction. According to Hokanson (1995), these factors include friendly employees, courteous employees, knowledgeable employees, helpful employees, accuracy of billing, billing timeliness, competitive pricing, service quality, good value, billing clarity and quick service. In order to achieve customer satisfaction, organisations must be able to satisfy their customers needs and wants (La Barbera and Mazursky, 1983). Customers needs state the felt deprivation of a customer (Kotler, 2000). Whereas

customers wants, according to Kotler (2000) refer to the form taken by human needs as they are shaped by culture and individual personality. Researches have revealed that improving customers' satisfaction with service is a rapidly rising corporate priority and companies are increasing investment in tracking customer satisfaction and what drives it. While the majority of companies are beginning to understand aggregate-level trends in customer satisfaction, only a few companies are able to systematically identify how to change service delivery processes for the better. Telecommunications markets have become increasingly saturated and commoditized and, as a result, the majority of companies are seeking to maintain value by delivering differentiated customer service. Customers have become more demanding and savvy in the way they deal with large organizations. It has become easier for them to vote with their feet and switch suppliers.


The type of research adopted for the study is conclusive research precisely descriptive research where in questionnaires was used for the survey to find and measure the facts relating to the current marketing strategy. The question used in the questionnaire is with the objective to extract the information regarding the current need, desire, expectation and attitude of Airtel Telemedia service users and further to determine the future strategies by which satisfying the customer is likely to be enhanced. The kind of approach that has been used is the quantitative inferential approach. Descriptive Research: It describes the characteristics of a population or phenomenon. Descriptive research seeks to determine the answers to who, what, where, and how questions. Descriptive surveys are conducted to identify the characteristics of consumers who use Airtel Telemedia service is a paramount importance in the descriptive research. Descriptive studies are based on some previously understanding of the of the nature of research problem. Purpose of descriptive research: Descriptive research involves collecting numerical data to test hypotheses or answer questions concerning current status. Conducted either through selfreports collected through questionnaires.

Self-reported descriptive research:

Self-reported studies require the collection of standardized, quantifiable information from members of sample or population. 2.6. SAMPLING TECHNIQUE : The sampling technique has been classified into two types. They are as follows: 1. Probability sampling or random sampling: In probability sampling, all items have some chance of selection that can be calculated. Because the probability sampling process is random. Randomness is a characteristic of a procedure whose outcome cannot be predicted because it is independent on chance. The procedure of randomization should not be thought of as unplanned or unscientific. It can be further classified into the following: i. Simple random sampling:

It is a sampling technique in which each and every unit of the population have an equal opportunity has an equal opportunity of being selected in the sample. ii.Stratified random sampling: The process of taking a sample of size n from a population of size N is called as stratified sampling.

iii.Systematic sampling:

A sampling technique in which sampling units are arranged in some systematic order and only the first unit of sample is selected at random and there after rest of the unit are automatically selected at equally spaced intervals. iv.Multi-stage random sampling: The process of selecting a large sized unit and then to select from the smaller unit from a sample is called as rule sampling or two-state sampling. The large size units are called as first state units. This procedure can be carried out to a number of stages , which will be called as multi-stage sampling. v.Cluster sampling: A group of elementary units in the population is called a cluster. When a cluster is considered as a sampling unit. The corresponding sampling procedure is called as cluster sampling. 2. Non probability or non random sampling: It is further classified into the following: i. Deliberate sampling: It is a type of sampling in which a sample is chosen with a cause or intention. ii.Quota sampling: It is a type of judgement sampling and is perhaps the most commonly used sampling technique in non probability sampling. In such kind of sampling, quotas are set up according to sense specified characteristics iii.Convenience sampling:

It s obtained by selecting a convenient population unit. It is also called as a chunk. A chunk refers to a fraction of population being investigated which is selected by convenience. iv.On the spot sampling: Sometimes some persons opt for their non-inclusion in the sample units. In such cases, the researcher may select such samples on the spot. The sampling technique that has been adopted for the study is probability sampling technique where in samples are deliberately picked, with the respondents meeting the criteria of having some kind of reporting relationship. The method that was adopted under the probability sampling technique is the simple random sampling is used. 2.7. SAMPLE SIZE: It refers to the number of items to be selected from the universe to constitute a sample. The sampling size of this research study are 100 customers using Airtel Telemedia services.

2.8. RESEARCH INSTRUMENT: In the instrumentation techniques the best choice is distribution of the Questionnaire to the respondents, Interviewing with the respondents.

Questionnaire: Questionnaires are frequently used in quantitative marketing research and social research in general. They are a valuable method of collecting a wide range of information from a large number of respondents. Types of questionnaire:

Closed ended questions: Respondents answers are limited to a fixed Open ended questions: No options or predefined categories are

set of responses. Most scales are closed ended.

suggested. The respondent supplies their own answer without being constrained by a fixed set of possible responses. The questionnaire used for this survey or study consists of closed ended questions.

Features of a good Questionnaires: Should be attractive, brief, and easy to respond to Use predominately close ended questions Not to include leading questions Not to include questions that assume a fact not in evidence Avoid jargon Should Be specific

Each question on a specific concept Should Be validated before their use Typical types are scaled items, ranked items, checklist items, and Introduce the questionnaire with a cover letter Explain purpose and significance to motivate participants

free response items.

Data Collection: Primary data: Primary data is collected by means of Questionnaire and from internal sources. Secondary data: Secondary data is collected by means of web based published sources; books and articles related to the topic were thoroughly examined. Measurement scale: The questionnaire that was administered was framed using the following scaling technique. Graphic rating scale. Likert Scale.

2.9. LIMITATION OF THE STUDY: Data collected is restricted to Delhi. Data collected may contain bias. Poor response from the respondents. Lack of time.

COMPANY PROFILE Business Verticals: Mobile DTH Bill Movies Car Rentals Rail Air Hotel Bus Insurance Go Processing is fostering and cultivating the online payment industry for businesses and consumers in India by continuously providing novel products which simplify and improve their lives and delights them. Our core focus is to create innovative channels which can deliver value to the people. The company has developed a cloud based, robust and scalable service aggregation platform providing single point access to a consumers day to day transactions such as Recharges, Bill Payments, Ticketing, Subscriptions and more, utilizing its cutting-edge technology. In a very short period of time we achieved high growth from a garage startup to a 100+ workforce enterprise! The company is on the way of expanding its business rapidly in the virtual payments and distribution space using its fine tuned product line. Headquartered at New Delhi with its state of the art Development Centre Services Portfolio

Infrastructure APIs o Multiple Service, Single API o Programmer Friendly Code o HTTP / XML / JSON API o Online MIS Panel o Batch Request Processing Reseller Interface o Private Labelled o N-Level Reseller o Custom User Margins o White-labelled Support o Website CMS Point of Sales o Simple User Interface o Zero Commitments o Instant Margin Credit o Instant Refunds o Easy Payment Options Co-Branded / Hosted Solutions o Fully Hosted Solution o Zero Technology Overheads o No Need of Payment Gateway o Fully Customizable Interface o Least Time to


Suveda is the market leader and the oxygen is the market challenger in the major portion in the area where I surveyed.

The 57% market is covered by suveda and 43% is covered by oxygen in the Hospital sector.

OXYGEN has the fastest grown up brand in the clear lime segment in the recent years .

Actual interaction with the corporate world outside the colleges and books. Suvda is the most popular service provider company in the market as well as they are highely concerned about the services that they are giving to the customer . Recently two companies entered in the market name as IRBI, GO

PROCESSING and they are also trying to make their exist in the market .

CONCLUSION 1) Different kinds of promotional strategies. 2) How to analyze effectiveness of the respective promotional strategy. 3) Various thought process/ reactions/ behavior of consumers. 4) Different views of customers, his queries. 5) Unexpected response of customers. 6) Learn how to handle the customers in different situation. 7) Learn Convince to customer in different market. 8) Learn analyze the customers or people mind. 9) Dont do always hard work some time use own mind and do smart work., according to situation.

RECOMMDATION: The following are the some suggestions that can be implemented to increase the customer satisfaction and the profitability of the company. Advrtisment and promotional tools of the company should be improved at a large scale ,for making brand and service familiar for the customers . Through this research, researcher want to say that the company that company should be very careful in the selection and training of the MDs (Market Developer).

More emphasis should be given in retaining and building loyalty among retailers while at the same time new retailers should be encouraged to sell GO PROCESSING .

Overall services should be improved for getting more sales and being remained the market leader.

There are some on which company should make increase like they dont have the rail ticket , money transfer , insurance ,water bill facilities .


TEXT BOOK: Business Statistics Marketing Management Jain & Gupta Kotler

RESEARCH PAPER: News & Magazine The Hindu and Business World WEBSITES: www.letitgo.asia www.goprocssing.in

APPENDIX 1 QUESTIONNAIRE CUSTOMER SATISFACTION SURVEY This research work is a study to measure how well the Mobile Telecommunications Industry is meeting your needs and know what needs to be improved to increase your satisfaction. Your cooperation is well appreciated. Thank you. Instruction: Please mark your answer with an X. Section A 1. Which of the following age category are you

16-25 41-55

26-40 56-65

2. Please indicate your gender



3. Which of the following indicate your type of employment

Public employment







Which of the following is your area of residenc

Sangam Vihar

5. Which of the service operators do you subscribe to

point of sale pay world

Oxygen recharge expert

6. Please rate your satisfaction of this service on the following

a) Very satisfied ( b) Satisfied (c) Dissatisfied (d) Very dissatisfied (e) No opinion

Network availability Billing Validity period

7. When you call to complain or query anything, how satisfied are you on the following:


Very satisfied

( b) Satisfied

(c) Dissatisfied

(d) Very

dissatisfied (e) No opinion

Overall customer care service Ability to get attendant quickly Attitude of the attendant

Ability to provide a solution

8. Overall, how satisfied are you with the use of this service Very satisfied Dissatisfied No opinion Satisfied Very



You are using POS service from past: 1 year. 2 3 year 1.5 2 year. 3 4 year


Which source influenced you to use for POS service: Friends




11) How will you rate the availability of connection of POS service: Excellent. good. Good Poor. Fair Very

12 . The reason(s) that made you to choose POS service: customer care tariff plans. Centrex ( ) facility Better Better service quality. Effective

13) . Are you using the value added services of POS service : Yes. No.

14) The reason for which you are not using value added services of POS It is expensive. It is not of much use. It is available in mobile Lack of awareness about phone service. the service.

15) How much you satisfied from POS:

80-100% 40-60%

60-80% below 40%