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Table of Content
- No. Chapters Particulars Page No.
1 – Acknowledgement 3
2 1 Objectives of the Project 4
3 2 Scope of the Project 5
4 3 Executive Summary 6
5 4 Methodology 8
6 5 Data Collection and Analysis 24
7 6 Finding 48
8 7 Conclusion 49
9 8 Recommendations 51
10 – Appendices 52
11 – Bibliography 55
CHAPTER 1: OBJECTIVES OF THE PROJECT
- Compare between the customer’s expectation and his actual perception of the service performance
- The service company’s knowledge of their customer’s needs and expectations
- The match between intended and actual service delivery
- Creation and implementation of service quality standards in line with customer’s expectations
BIBLIOGRAPHY
Assael. H.: Consumer Behaviour – a strategic Approach, Kent Publishing Co. Boston, 2001
Philip Kortler: A framework of Marketing Management. 2nd ed. Published by pearson education, Inc. 2002
Christopher H Lovelock, Lauren Wright (2nd edition) Principles of service marketing and Management, Prentice Hall, Upper Saddle River, NJ, 2002
Kandampully, Jay: Service management, Hospitality Press, Elsternwick, 2002
Melling, Maxine: Building a successful customer-service culture, Facet Publishing, London, 2002
Graham, Judy: Critical thinking in consumer behavior, Pearson Higher Education, New Jersey, 2004
Bateson, John E G: Managing Service marketing, 4th ed . Dryden Press, Fort Worth, USA, 1999
Kardes, Frank R: Consumer Behavior and managerial decision making,
2nd ed. Pearson Higher Education, New Jersey, 2002
Ballantyne, D., M.Christopher, A. Payne (1994) Improving the quality of service marketing: service (Re)Design is the critical link, journal of marketing management, Vol.11,no.1,pp.7-24
Barwise.p. (1995) Marketing today and tomorrow, business strategy review, spring.Vol.6no.1,pp.45-59
Solomon, Michael R: Consumer behavior in Fashion, Prentice Hall, Englewood Cliffs, N.J., 2004
Gilmore, A.,D. Carson (1995): Managing and marketing to internal customers, in W.J.Glynn, J. G. Barness (eds),Understanding service management, John Wiley Chichester, England
Berry,L.L (1986): Big Ideas in Service marketing, Journal of Consumer Marketing, Spring, PP.47-51
Berry, L.L.,A. Parasuraman(1991): Marketing Service: Completing Through Quality,The Free Press, New York.
Berry, L.L,V.A Zeithaml, A . Parasuraman (1990): Five imperatives for improving service quality, Sloan management Review, Vol. 31, Summer, pp. 29-38
Bitner, M.J., A.R.Hubbert(1994): Encounter Satisfaction Versus Overall satisfaction Versus Quality: the consumer’s voice, in R.T. Rust Oliver(eds.),Service Quality: New Directions in Theory and practice, sage Publications, Thousand Oaks, CA.
Bowen , D.E., E.E. Lawler (1992): Empowerment of service workers: What, Why, How and when ? Sloan management review, Vol.33, Spring,PP.31-39
Brown, M.D.EHitchcock,M Willard (1994): Why TQM fails and what to do about it, Irvin Professional Publishing, New york
Devlin, S.J., H.K.Dong (1994) Service quality from the customer perspective, Marketing Research: A Magazine of Management and Applications, Vol. 6,No. 1,pp.5-13
Fisk,R.P., S.W.Brown,M.J.Bitner (1993): Tracking the evolution of the services marketing literature ,journal of retailing , vol. 69, no. 1, pp.61-103
Fitzsimmons , J. A., R.S. Sullivan (1982): Service Operations management, Magraw Hill, New York
Flipo, J. P. (1986): Service Firms, Interdependence of external and internal marketing strategies, European Journal of Marketing, Vol.20.no. 8, pp.5-14
Gilmore, A,D.Carson (1995): Managing and marketing to internal customers, in W.J. Glynn, J.G. Barnes (eds), Understanding Service management, John Wiley, Chichester, England
Gremler. D.D., M. J.Bitner,K.R. Events (1994): Internal Service Encounter. International journal of service industry management, Vol5, no.2, pp.34-56
Gronroos, C. (1990a): Service management and marketing: managing the moments of truth in service competition, Lexington Books, Lexington.
Nagel,P., W. Cilliers(1990): Customer satisfaction: a Comprehensive Approach , international Journal of Physical Distribution and logistics, Vol.20, no.6,pp.2-46
Normann, R.(1984): service management: Strategy and leadership in service Businesses, John Wiley, Chichester, England
Lewis,B. R.(1995): Customer care in services,in W.J. Glynn. J.G. Barnes(eds) Understanding service management , John wiley, Chichester, England
Payne , A. (1993): The essence of Services marketing,Prentice-hall, Hemel Hempstead, UK
Piercy, N,F, (1995): Customer Satisfaction and the internal market, marketing our customers to our employees, journal of marketing practice, applied marketing science, Vol. 1, no, 1,pp. 22-44
APPENDICES
Dear Friend,
As you know, with Liberalisation and Globalisation our economy is opening up to severe competition both internally and externally. In its wake competitiveness assumes immense importance.
To become competitive, optimization of all resources particularly effective market strategies has become the key word. Productivity and Satisfaction of the employees and consumers has become one of the prime concerns of all managers so that the output can be maximized with least inputs.
As part of my PGDBM, I have chosen the project objective as “Customer Satisfaction in Deloitte India” For this; I am interested in getting your valuable responses to the Questionnaire that follow.
All responses to the Questionnaire are to be utilized only for this project and also in an aggregated form. It is not necessary for you to reveal your identity should you desire. However, it is of utmost importance that your responses are frank, forthright and reflect your true opinion. Specifically, I seek your kind co-operation in adhering to the following points:
- Please give your responses to all Questions / Statements and do not leave any of them blank.
- Please tick mark (ü) your response in only one of the columns against each Question / Statement.
- There is no right or wrong responses to the Questions / Statements that follow in the Questionnaire. What is important is your own personal frank and forthright opinion on various aspects.
Yours sincerely,
***Name***
APPENDIX ‘A”
QUESTIONNAIRE
Please tick mark (ü) your response in one of the columns only.
Question 1: Company regards employees as the most important asset.
[ ] Very Agree
[ ] Agree
Question 2: Our employees are all familiar with the company’s overall mission and goals
[ ] Very Agree
[ ] Agree
[ ] Disagree
Question 3: All our employees have a strong feeling of being member of a team.
[ ] Very Agree
[ ] Agree
[ ] Disagree
Question 4: Company is convinced that employees are satisfied with their working environment.
[ ] Very Agree
[ ] Agree
[ ] Disagree
Question 5: The Vertical organizational distance between the management and the employee is small.
[ ] Very Agree
[ ] Agree
[ ] Disagree
[ ] Very Disagree
Question 6: There is an intense exchange of information between the management and the employees.
[ ] Very Agree
[ ] Agree
[ ] Disagree
Question 7: There is an intense exchange of information between the employees and the various departments.
[ ] Very Agree
[ ] Agree
[ ] Disagree
[ ] Very Disagree
[ ] No Response
Question 8: The communication between the management and the employees are primarily based on personal contact.
[ ] Very Agree
[ ] Agree
[ ] Disagree
Question 9: The management formulates detailed standards concerning how the customers should be served.
[ ] Very Agree
[ ] Agree
[ ] Disagree
Question 10: The ability of the employees to satisfy the customers is continually controlled.
[ ] Very Agree
[ ] Agree
[ ] Disagree
Question 11: Company have established internal training programs where the employees are being trained in satisfying the customers
[ ] Very Agree
[ ] Agree
[ ] Disagree
[ ] Very Disagree
[ ] No Response
Question: 12: When recruiting new employees the personality is more important than professional competencies.
[ ] Very Agree
[ ] Agree
[ ] Disagree
[ ] Very Disagree
[ ] No Response
Question 13: New service offers are created in cooperation with the front line employees.
[ ] Very Agree
[ ] Agree
[ ] Disagree
Question 14: Both existing and potential customers are part of the development of the new service offers.
[ ] Very Agree
[ ] Agree
[ ] Disagree
[ ] Very Disagree
[ ] No Response
Question 15: When developing new service offers we consider our competitors service package
[ ] Very Agree
[ ] Agree
[ ] Disagree
[ ] Very Disagree
[ ] No Response
Question 16: When enhancing our service package we take “the best practice” into account.
[ ] Very Agree
[ ] Agree
[ ] Disagree
[ ] Very Disagree
[ ] No Response
Question 17: Company constantly develop new service attributes and improve the existing ones
[ ] Very Agree
[ ] Agree
[ ] Disagree
[ ] Very Disagree
[ ] No Response
Question 18: Company believes that the secondary services are of equal importance as the core service:
[ ] Very Agree
[ ] Agree
[ ] Disagree
[ ] Very Disagree
[ ] No Response
Question 19: The development of customized service offers are regarded as a long-term investment, hence we accept eventual short term losses.
[ ] Very Agree
[ ] Agree
[ ] Disagree
[ ] Very Disagree
[ ] No Response
Question 20: The management dictates exclusively all new service offers.
[ ] Very Agree
[ ] Agree
[ ] Disagree
[ ] Very Disagree
[ ] No Response
Question 21: There is coherence between the management’s and the customers’ perception of good service.
[ ] Very Agree
[ ] Agree
[ ] Disagree
[ ] Very Disagree
[ ] No Response
Question 22: Company services offers are much better than our competitors.
[ ] Very Agree
[ ] Agree
[ ] Disagree
[ ] Very Disagree
[ ] No Response
Question 23: Company regards customers as being most important.
[ ] Very Agree
[ ] Agree
[ ] Disagree
Question 24: Company treats customers equally and individually, independent of their profitability.
[ ] Very Agree
[ ] Agree
[ ] Disagree
Question 25: Company provides their customers with a friendly treatment from the very first contact.
[ ] Very Agree
[ ] Agree
Question 26: Company is interested in developing long-lasting relationships.
[ ] Very Agree
[ ] Agree
Question 27: A large share of our customer base is loyal.
[ ] Very Agree
[ ] Agree
[ ] Disagree
Question 28: Company has methods for identifying loyal customers.
[ ] Very Agree
[ ] Agree
[ ] Disagree
[ ] Very Disagree
[ ] No Response
Question 29: Company measure the repurchase frequency of selected customers.
[ ] Very Agree
[ ] Agree
[ ] Disagree
[ ] Very Disagree
[ ] No Response
Question: 30: Company offer special attention and care to our loyal.
[ ] Very Agree
[ ] Agree
[ ] Disagree
[ ] Very Disagree
[ ] No Response
Question: 31: The relationship to us is pleasant for both our customers and to our employees.
[ ] Very Agree
[ ] Agree
[ ] Disagree
[ ] Very Disagree
[ ] No Response
Question: 32: Company overall goal is satisfied customers.
[ ] Very Agree
[ ] Agree
[ ] Disagree
[ ] Very Disagree
[ ] No Response
Question: 33: Company measure customer satisfaction:
[ ] Very Agree
[ ] Agree
[ ] Disagree
[ ] Very Disagree
[ ] No Response
Question 34: Professional agencies conduct our customer satisfaction schemes
[ ] Very Agree
[ ] Agree
[ ] Disagree
[ ] Very Disagree
[ ] No Response
Question 35: Company possess all necessary resources to satisfy our customers.
[ ] Very Agree
[ ] Agree
[ ] Disagree
[ ] Very Disagree
Question 36: Company is aware about their strengths and weaknesses in relation to service quality.
[ ] Very Agree
[ ] Agree
[ ] Disagree
Question 37: Company believes that our customers are satisfied with our reliability (“we keep our problems”).
[ ] Very Agree
[ ] Agree
[ ] Disagree
Question 38: Company believes that our customers are satisfied with our employees.
[ ] Very Agree
[ ] Agree
[ ] Disagree
Question 39: Company physical surrounding are in coherence with the wishes of our customers.
[ ] Very Agree
[ ] Agree
[ ] Disagree
[ ] Very Disagree
Question 40: Company constantly try to minimize the waiting time.
[ ] Very Agree
[ ] Agree
[ ] Disagree
Question 41: Company received complaints into account, and use them as a source of inspiration.
[ ] Very Agree
[ ] Agree
[ ] Disagree
Question 42: Company has procedures to register the customer defection.
[ ] Very Agree
[ ] Agree
[ ] Disagree
[ ] Very Disagree
[ ] No Response
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