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INTRODUCTION
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INTRODUCTION
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compulsory though it is costly. Marketing is growing globally which mould
the companies to change their attitudes and way of operations.
CUSTOMER SATISFACTION
CUSTOMER:
A customer is the most important person ever in this field. A customer
is not dependent on firm but the firm is dependent on customer. A customer
is not interruption of firms work he is the purpose of it. The firm is not
doing a favor by serving him, he is doing a favor to the firm by giving an
opportunity to do so.
A customer is not someone to argue or match with. Nobody ever won
an argument with a customer. A customer is a person who brings the firm
his wants. It is the firms job to handle them profitably to him.
SATISFACTION:
Satisfaction is the person feelings of pleasure or disappointment
resulting from comparing products perceived performance (or out come) in
relation to his or her expectations.
Satisfaction is a function of perceived performance and expectations if
the performance falls short of expectations, the customer is unsatisfied. If the
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performance exceeds expectations, the customer is highly satisfied or
delighted.
Customers are unsatisfied with one out of every four purchases, less
than 5% unsatisfied customer will complain. Most customers will buy less or
switch suppliers. Complain levels are thus not a good measure of
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satisfaction. Responsive companies measure customer satisfaction directly
by conducting periodic surveys. They send questionnaires or make telephone
calls to a random sample of recent customers. They also solicit buyer’s
views on their competitor performances.
GHOST SHOPPING:
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LOST CUSTOMER ANALYSIS:
CUSTOMER EXPECTATION:
Marketing is one of the terms in academics that does not have one
commonly agreed upon definition. Even after a better part of century the
debate continues. In a nutshell it consists of the social and managerial
processes by which products, services and value are exchanged in order to
fulfill individuals or group’s needs and wants. These processes include, but
are not limited to advertising.
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Customer satisfaction, commonly abbreviated as CS, is a business
term which is used to capture the idea of measuring how satisfied an
enterprise’s customers are with the organization’s efforts in a marketplace. It
is seen as a key business performance indicator and is part of the four
perspectives of a balanced scorecard. Every organization has customers of
some kind.
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OBJECTIVES:
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RESEARCH METHODOLOGY:
Research:
This activity involves examining trends and conditions in market
place to identify consumer’s needs and wants.
The analysis begins with a study of market trends, such as consumer’s
lifestyle and income levels, which may suggest unsatisfied wants and needs.
In the present study the information and data is collected with the help
of well-prepared questionnaire.
SOURCES OF DATA:
The two sources, which are used to collect the data, are primary and
secondary.
Primary data:
Secondary data:
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Sample size and selection:
The sample size is 100 respondents and they are selected randomly
according to the convenience.
STATISTICAL METHODS:
After collecting the data from respondents the satisfied tools like
tabulation and percentage are used for analysis and interpretation of the data,
for graphical representation bar diagrams.
LIMITATIONS:
The related information has been collected from only 100 different
customers by using the structured questionnaire.
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CHAPTER - II
REVIEW OF LITERATURE
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REVIEW OF LITERATURE
Customers today face vas array of product and brand choices, prices
and suppliers. How do they make their choice. We believe that customers
estimate which offer will deliver the most value. Customers are value-
maximizes, with the bounds of search cost and limited knowledge, mobility
and income. The form on expectation of value and act on it.
-Philip Kotler
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The objective of all marketing efforts should be to maximize customer
satisfaction. Marketers must be certain to provide the best possible product
for the money and to avoid raising consumer expectations for product (or
service) Performance beyond what the product can deliver.
-Leon G. Schiffman
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Customer service.
Complaint handling.
Product-efficiency, quality, price, performance.
Appearance and customer friendly features.
Life cycle.
Smooth and trouble free operation.
Maintenance requirements.
Business
Related
Customer
Related
Customer
Supplier satisfaction
Related measurement
Reasons
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Performance Competitor
Related related
It provides quantified information on.
How many customers have been lost?
How much business has lost?
How much business volume profit, customer delay has caused.
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Customer satisfaction increases the business and profitability of the
supplier by increasing his realization. It helps him in securing
premium on his product.
Direct methods:
Customer feedback surveys.
Informal chat/interview with the customer.
Surprise visits to market-consumer sector.
Indirect methods:
Measurement using transient changes in complaints.
Measurement using transient changes in loyalty.
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Analysis of Customer Satisfaction Measurement:
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Choose the best one.
Inform and explain the customer about the action and supplier
proposes to take and how it can benefit him.
Establish personal rapport with customer.
Create a positive and strong first impression on the customer.
B.Behavioral skills:
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Balanced scorecard
Total quality, customer driven quality, ISO quality, Baldrige
quality
Customer value, customer focus, customer services, customer
Retention
New products, product design, engineering, product usability
b. Learn what customers are expecting your product to solve for them.
c. Learn what improvements customers would most appreciate
Involve Managers
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satisfaction
Initiate Satisfaction Projects
a. Develop project charters, missions and rationales
b. Compute benefit/cost estimates
c. Establish success metrics
d .Gain authorization to proceed with specific projects
CORPORATE OBJECTIVES:
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Many organizations simply categories customer satisfaction
measurement as a form of “marketing intelligence” instead of using it as a
management tool to build customers into their business, product and service-
quality improvement processes.
From our work with clients around the world, we have identified five
important steps an organization must take in order to fully exploit these
opportunities and build a defense against customer dissatisfaction:
Start measuring customer satisfaction in financial terms
Establish a baseline of customer satisfaction and loyalty
customer-response and complaint-handling skills
Enhance Establish a “Learning from Customers” programme
The intuitive line between customer satisfaction and loyalty is one that
some find hard to quantify. The fact that even satisfied customers defect has
done more to drive companies to inaction than it has to demonstrate the clear
business gains that can be derived from maximizing customer satisfaction
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and harnessing the link between customer and employee value, satisfaction,
loyalty and profit.
Although actual loyalty levels vary from one industry to another, there is
typically a 25% drop in loyalty between those customers who haven’t
experienced a problem and those who have. In revenue terms this could be
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the equivalent of losing some, or all, of the revenue from one in every four
customers who experience a problem.
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CHAPTER - III
COMPANY PROFILE
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COMPANY PROFILE
SAMSUNG – Introduction
History
At the start, his business focused primarily on trade export, selling dried
Korean fish, vegetables, and fruit to Manchuria and Beijing. In little more
than a decade, Samsung-which means "three stars" in Korean-would have its
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own flour mills and confectionery machines, its own manufacturing and
sales operations, and ultimately evolve to become the modern global
corporation that still bears the same name today.
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Our Vision
It’s our aim to develop innovative technologies and efficient processes that
create new markets, enrich people’s lives and continue to make Samsung a
trusted market leader
Our Mission
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Samsung grew into a global corporation by facing challenges directly.
In the years ahead, our dedicated people will continue to embrace many
challenges and come up with creative ideas to develop products and services
that lead in their markets. Their ingenuity will continue to chart Samsung’s
course as a profitable, responsible global corporation.
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SAMSUNG HISTORY
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Opened Global Brand PR Centre ‘Samsung D'light'
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February 2005 Mr. S. H. Oh appointed as the President and Chief
Executive Officer of Samsung South West Asia.
November 2004 Samsung received the Golden Peacock Special
commendation Certificate for Corporate Social
Responsibility (Private Sector) for the year 2004 from Mr.
Shivraj Patil, Union Home Minister.
February 2004 India made regional headquarters for Samsung Southwest
Asia.
February 2004 Mr. K. S. Kim appointed as the First President and Chief
Executive Officer of Samsung South West Asia.
November 2003 Inaugurated Samsung's new, High-Tech, advanced
Refrigerator facility.
August 2003 Commencement of production at refrigerator facility in
Noida.
June 2003 Merger of SIEL with SEIIT.
Software technology park set up at Noida
December 2002 Construction commences for 5,000,000 refrigerator plant
in Noida
October 2002 Samsung unveils new technology for Consumer Home
Entertainment (DNIe™)
June 1996 Foundation Stone laid for CTV Factory at Noida, Uttar
Pradesh.
May 1996 Launch in South
Home Appliances Launch
December 1995 Samsung India Electronics (SIEL) products launched in
India.
August 1995 Certificate for commencement of business received by
Samsung
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Samsung India aims to be the ‘Best Company’ in India by the Year
2006. ‘Best Company’ in terms of both the internal workplace environment
as well as the external context in which the Company operates. Samsung
aims to grow in India by contributing to the Indian economy and making the
lives of its consumers simpler, easier and richer through its superior quality
products.
Samsung in India
Samsung India is the hub for Samsung’s South West Asia Regional
operations. The South West Asia Regional Headquarters looks after the
Samsung business in Nepal, Sri Lanka, Bangladesh, Maldives and Bhutan
besides India. Samsung India, which commenced its operations in India in
December 1995, today enjoys a sales turnover of over US$ 1Bn in just a
decade of operations in the country.
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countries from its Noida manufacturing complex. Samsung India currently
employs over 1600 employees, with around 18% of its employees working
in Research & Development.
SAMSUNG GLOBAL
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Through its research done on consumer preferences in India, Samsung
has concluded that Indian consumers want more sound oriented products.
Thus, the Samsung televisions for India have a higher sound capacity than
their foreign counterparts.
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CHAPTER - IV
DATA ANALYSIS AND
INTERPRETATION
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Interpretation:
From the above table 90% of the customers are having Samsung cells
only 10% are not having Samsung cells.
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Interpretation:
From the above table it is inferred that 60% of customers are having
Colour and camera cells, 30% are having Android cells and only 10% of the
customers are using CDMA. Colour & camera cells are considered as the
most preferable brand.
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Interpretation:
From the above table it is inferred that 20% for price,50% for
quality,18% for service, and 12% for appearance. So from the above table
analysis it is clear that most of the customers purchased Samsung cells for
its quality.
4. Who influenced you to purchase Samsung cell?
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Interpretation:
From the above table it is inferred that 45% of the customers are
influenced through friends, 25% through relatives, 20% through
advertisements and 10% through others. From the above analysis most of
the customers are influenced to purchase the Samsung cells by the
suggestion of their friends.
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Interpretation:
From the above table it is inferred that 15% of the customer’s opinions
about advertisements are excellent, 78% are good and 7% are poor. From the
above table analysis most of the customers responded that the
advertisements of the Samsung cells are good. The company should increase
more advertisements.
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Interpretation:
From the above table it is inferred that 75% of the customers are
satisfied and 25% of the customers are not satisfied. From the above analysis
most of the customers are satisfied with the Samsung cells.
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Interpretation:
From the above table it is inferred that 55% of the customers have rate
the after sales service as good, 35% as satisfactory and 10% as poor. From
the above analysis it is clear that most of the customers responded that after
sales service is satisfactory. So after sales service should be improved.
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Interpretation:
From the above table it is inferred that they are getting benefits in the
warranty for Samsung cells are only 25% of the customers are saying “Yes”
and 75% of them are “No”. Most of the customers are negatively responded
from the benefits side in the warranty. Warranty plays a major role in
purchasing decision.
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Any other 15 15%
total 100 100%
Interpretation:
From the above table it is inferred that 20% of the customers purchased
their Samsung cell from authorized dealer 15% from company showroom
50% from the retailer and 15% from others. From the analysis it is clear that
most of the customers purchased their mobile from retailer.
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Interpretation:
From the above table it is inferred that 10% of the customers say that the
price of the Samsung mobiles is high 30% say average 20% low and 40%
say affordable. From the analysis it is clear that most of the customers say
that the price of the Samsung mobiles are affordable.
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Interpretation:
From the above table it is inferred that 80% of the customers suggest the
Samsung mobile to others and 20% of the customers will not suggest. From
the above analysis it is clear that most of the customers suggest the Samsung
mobile to others.
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CHAPTER - V
FINDINGS, CONCLUSIONS &
SUGGESTIONS
FINDINGS
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4. Most of the customers have influenced to purchase Samsung cell
through advertisements.
5. Majority of the customers are satisfied with the Samsung cells.
6. Majority of the customer’s opinions about advertisements are good.
7. Most of the customers are satisfactory with the after sales service.
8. Most of the customers are negatively responded from the benefits side
in the warranty.
CONCLUSIONS
1. The main source of information about the Samsung cells for the
respondents is advertisements and friends.
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2. The choice of Samsung cells of the respondents include colour and
camera cell and black & white cell preferred by 46% and 42% of the
respondents respectively.
3. Most of the respondents have fully satisfied with the Samsung cell
phones.
4. When asked to rate the performance of the after sales service most of
the respondents were satisfactory.
5. Majority of the respondents was motivated by friends and
advertisements to purchase the Samsung cells.
6. When asked most of the respondents were satisfied by the quality.
7. Majority of the respondents are not satisfied by the warranty benefits.
8. Majority of the respondents are using the colour cell phones.
SUGGESTIONS
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2. The company should maintain all variety of models because it give
the customers the choice to select or else there is chance of moving
the customers to the other brands.
3. The company should manufacture flip model phones as there are very
less flip model cell phones of the Samsung Company.
4. The price of the products should be decreased so that people can
purchase the cell phones easily.
5. The after sales service should be improved.
6. The company should increase the frequency of advertisements.
7. The company should manufacture less weight cell phones.
8. The company should manufacture stylish models.
9. The company should increase the battery durability.
10.The company should increase the picture clarity, as the other
companies cell phones is better than the Samsung.
ANNEXURE
QUESTIONNAIRE
Name: _________________________________________________________________
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Address: _______________________________________________________________
_______________________________________________________________
_______________________________________________________________
Age: ___________________________________________________________________
Model: _________________________________________________________________
Occupation: _____________________________________________________________
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8. Got any benefits in the warranty ( )
a) Yes b) No
9. Where did you purchase your Samsung mobile? ( )
a) Authorized dealer b) Company showroom
c) Retailer d) Others
10. How did you feel about the price of Samsung cell? ( )
________________________________________________ _
11. Which is next to Samsung & why it made?
__________________________________________________
12. Any suggestions?
a) High b) Average
c) Low d) Affordable
13. Do you suggest Samsung to others? ( )
a) Yes b) No
14. Which brand is better than Samsung?
BIBLIOGRAPHY
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5. Marketing Management, Gary Armstrong, (6th edition).
6. Marketing Management, Czikota Kutabe, (2nd edition).
7. Websites:
www.google.com
www.samsung.com
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