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A Project Report on
Customer satisfaction

CHEIF KHALSA DIWAN

INSTITUTE OF MANAGEMENT & TECHNOLOGY AMRITSAR

Submitted To: - Submitted By:-

Dr. GURPARTAP SINGH Harpreet Kaur
Harjagjeet Singh

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PREFACE

This project is undertaken to fulfil the project work component of the MBA

program in the Summer Vaccations. My project guide from Chief Khalsa Diwan Institute

of Management & Technology, Amritsar is Prof. Hansdeep Kaur.

This project gives idea about what are the things which are to be taken in

consideration while handling an event and what sort of challenges are faced by an event

manager.

This project specifically talks about two events handled by me and my friend

academic year.

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ACKNOWLEDGEMENT
First of all I would like to take this opportunity to thank the Chief Khalsa Diwan
Onstitute of management & Technology, Amritsar for having projects as a part of the
MBA curriculum.

Many people have influenced the shape and content of this project, and many
supported me through it. I express my sincere gratitude to Prof. Ravi.Hansdeep Kaur for
assigning me a project on CUSTOMER SATISFACTION, which is an interesting and
exhaustive subject.

He has been an inspiration and role model for this topic. His guidance and active
support has made it possible to complete the assignment.

I also would like to thank my friends and my parents who have helped and
encouraged me throughout the working of the project.

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Table of Content

Topic Page no.

Introduction 7-8
Introduction of Event Management 9-14
Event Planning 15-16
Event Marketing 17-18
Introduction of Company 19-20
Publicity and promotion 21
Match the event to your market 22-26
Benefits of Event Management 29-31
Objective of Study 32-33
Mean of Word Event 34-35
Event Management 36-41
Event Management as a Industry 42-43
Meaning of Event Management 44
Process of Event Management 45-49
Event Promotion 50-53
Event Proposal 54-62
Risk Identification 63
National Institute of Event 64-65
Management
Research Objective 66
History of Mall 67-68
Planeterium 69-70
Key Problems 71
Shop &Win 72-73
Questionnarie 74
Biblography 80

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1.1 INDUSTRY PROFILE

The Mall Of Amritsar is the city’s definitive social and shopping destination.
Mall Of Amritsar packs in a complete package of entertainment and
shopping experience for its patrons. Spread across 5,35,241 square feet of
retail space, the Mall Of The design is ergonomically defined by high quality
standards and urbane architecture. Home to over 250 regional, national and
international brands, the Mall Of Amritsar brings a novel shopping
experience for all its patrons. A crowd favourite, the Mall of Amritsar is
undergoing a surreal metamorphosis that not only includes churning of
brands but also changing circulation for the patrons in the mall. The food
court is being relocated and we now have several brands that will not only
be First in city but also first in Punjab. Get ready to witness state of the art
infrastructure, a larger atrium, a world class brand new food court and first
in city international brands only at Punjab’s only cultural, social and
shopping destination – Mall Of Amritsar.

INTRODUCTION TO PROJECT
Customer Satisfaction is the pillar of the marketing concept.
Satisfaction is consumer’s fulfillment response. It is a judgment that a
product or a service feature or the product or service itself provides
pleasurable level of consumption related fulfillment.
Customer’s satisfaction influenced by specific product are service features
and by perceptions of quality. It is also influenced by specific service
attributions, and their perceptions
The telling factor in the company’s long run fortunes will be the amount of
customer satisfaction that it managers to generate. But it doesn’t not mean
the company’s sole aim is to maximize Customer Satisfaction. If that where
the case, it should simply put out the best product and service in the world
and price is below cost. There by it would be creating substantial customer

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satisfaction. But in the long run it would be also be out of business.

Customer Satisfaction like happiness bet achieved by rendering substantial
forma of assistance to others rather than by direct pursuit.
Companies that move towards adopting the market concept benefit
themselves and The society. It leads the society’s recourse to move in the
direction of social needs, there by bringing the interests of business firms
and the interest of society in to harmonious relationship. Thus the third
pillory of the marketing concept aims to achieve good profits by giving the
customer genuine values in the 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.

In 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. Increasing competition (whether
for-profit or nonprofit) is forcing businesses to pay much more attention to
satisfying customers. (It may help the reader to notice the role of customer
satisfaction in the overall context of product or service development and
management.

Measuring customer satisfaction

Organizations are increasingly interested in retaining existing customers
while targeting non-customers;[2] measuring customer satisfaction provides
an indication of how successful the organization is at providing products
and/or services to the marketplace.

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Customer satisfaction is an ambiguous and abstract concept and the actual

manifestation of the state of satisfaction will vary from person to person and
product/service to product/service. The state of satisfaction depends on a
number of both psychological and physical variables which correlate with
satisfaction behaviors such as return and recommend rate. The level of
satisfaction can also vary depending on other options the customer may have
and other products against which the customer can compare the
organization's products.
Because satisfaction is basically a psychological state, care should be taken
in the effort of quantitative measurement, although a large quantity of
research in this area has recently been developed. Work done by Berry,
Brooder between 1990 and 1998[3] defined ten 'Quality Values' which
influence satisfaction behavior, further expanded by Berry in 2002 and
known as the ten domains of satisfaction. These ten domains of satisfaction
include: Quality, Value, Timeliness, Efficiency, Ease of Access,
Environment, Inter-departmental Teamwork, Front line Service Behaviors,
Commitment to the Customer and Innovation. These factors are emphasized
for continuous improvement and organizational change measurement and
are most often utilized to develop the architecture for satisfaction
measurement as an integrated model. Work done by Parasuraman, Zeithaml
and Berry between 1985 and 1988 provides the basis for the measurement of
customer satisfaction with a service by using the gap between the customer's
expectation of performance and their perceived experience of performance.
This provides the measurer with a satisfaction "gap" which is objective and
quantitative in nature. Work done by Cronin and Taylor propose the
"confirmation/disconfirmation" theory of combining the "gap" described by
Parasuraman, Zeithaml and Berry as two different measures (perception and
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expectation of performance) into a single measurement of performance

according to expectation. According to Garbrand, customer satisfaction
equals perception of performance divided by expectation of performance.
The usual measures of customer satisfaction involve a survey [4] with a set of
statements using a Likert Technique or scale. The customer is asked to
evaluate each statement and in term of their perception and expectation of
the performance of the organization being measured.

Customer Loyalty
"It takes a lot less money to increase your retention of current customers
than to find new ones-but I know I don't give it as much effort as I should
because it does take a lot of energy and effort!"
Strategize And Plan For Loyalty!
 Do you even have a specific plan for building customer loyalty?
 I bet you haven't given it as much thought as you should- because to
tell the truth I need to give it more effort also.
 If you currently retain 70 percent of your customers and you start a
program to improve that to 80 percent, you'll add an additional 10
percent to your growth rate.
 Particularly because of the high cost of landing new customers versus
the high profitability of a loyal customer base, you might want to
reflect upon your current business strategy.
These four factors will greatly affect your ability to build a loyal
customer base:
1. Products that are highly differentiated from those of the
competition.

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2. Higher-end products where price is not the primary buying

factor.
3. Products with a high service component.
4. Multiple products for the same customer.
Market to Your Own Customers!
Giving a lot of thought to your marketing programs aimed at current
customers is one aspect of building customer loyalty.
When you buy a new car, many dealers will within minutes try to sell you an
extended warranty, an alarm system, and maybe rust proofing. It's often a
very easy sale and costs the dealer almost nothing to make. Are there
additional products or services you can sell your customers.
Three years ago my house was painted, and it's now due for another coat.
Why hasn't the painter called or at least sent a card? It would be a lot less
expensive than getting new customers through his newspaper ad, and since I
was happy with his work I won't get four competing bids this time. Keep all
the information you can on your customers and don't hesitate to ask for the
next sale.
Use Complaints To Build Business!
When customers aren't happy with your business they usually won't
complain to you - instead, they'll probably complain to just about everyone
else they know - and take their business to your competition next time.
That's why an increasing number of businesses are making follow-up calls
or mailing satisfaction questionnaires after the sale is made. They find that if
they promptly follow up and resolve a customer's complaint, the customer
might be even more likely to do business than the average customer who
didn't have a complaint.

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In many business situations, the customer will have many more interactions
after the sale with technical, service, or customer support people than they
did with the sales people. So if you're serious about retaining customers or
getting referrals, these interactions are the ones that are really going to
matter. They really should be handled with the same attention and focus that
sales calls get because in a way they are sales calls for repeat business.

Reach Out To Your Customers!

Contact . . . contact . . . contact with current customers is a good way to
build their loyalty. The more the customer sees someone from your firm, the
more likely you'll get the next order. Send Christmas cards, see them at trade
shows, stop by to make sure everything's okay.
Send a simple newsletter to your customers-tell them about the great things
that are happening at your firm and include some useful information for
them. Send them copies of any media clippings about your firm. Invite them
to free seminars. The more they know about you, the more they see you as
someone out to help them, the more they know about your
accomplishments-the more loyal a customer they will be.
Loyal Customers and Loyal Workforces
Building customer loyalty will be a lot easier if you have a loyal workforce-
not at all a given these days. It is especially important for you to retain those
employees who interact with customers such as sales people, technical
support, and customer-service people. Many companies give a lot of
attention to retaining sales people but little to support people. I've been
fortunate to have the same great people in customer service for years-and the
compliments from customers make it clear that they really appreciate
specific people in our service function. The increasing trend today is to send
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customer-service and technical-support calls into queue for the next

available person. This builds no personal loyalty and probably less loyalty
for the firm. Before you go this route, be sure this is what your customers
prefer. Otherwise I'd assign a specific support person to every significant
customer.
“MARKETTING JOB IS TO CONVERT SOCIETAL NEEDS IN TO
PROFITABLE OPPORTUNITIES”.
Definition of marketing as follows
“Marketing is a social managerial process by which individuals and group
obtain what the need and want through creating. Offering and exchanging
products of value with others”.
This definition of marketing rests on the following core concepts needs,
wants and elements, products (goods, services and ideas); value cost and
satisfaction exchange and transactions, relationships and networks, markets
and marketers and prospects.
THE MAKETING CONCEPT
“ The marketing concept hold that key to achieving organizations goals
consists of being more effective than competitor in integrating more
effective then competitive in integrating marketing activities towards
determining and satisfying the needs and wants of target markets”.

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2.1 STATEMENT OF PROBLEM

The objective of every company would be ensuring customer satisfaction for
the customer satisfaction would create loyal customers. Measuring customer
satisfaction is always a challenge, as customer either would not disclose or
sometimes do not assess their satisfaction level clearly. Many times the
customer can not specify the reasons for his satisfaction.

2.2 NEED FOR THE STUDY

Customer satisfaction is the best indicator of how likely a customer will
make a purchase in the future. Asking customers to rate their satisfaction on
a scale of 1-10 is a good way to see if they will become repeat customers or
even advocates.
 It’s cheaper to retain customers than acquire new ones
 It reduces negative word of mouth
It increases customer lifetime value
 It’s a leading indicator of consumer repurchase intentions and
loyalty
 It’s a point of differentiation

2.3 OBJECTIVES OF THE STUDY

 ThIt reduces negative word of mouthe following are the objectives
of the study to solve the problem.
They are:
 To know the customer satisfaction .

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 To identify customer interest in buying a particular brand.

 To find service rendered by the company.
 To know price impact on product purchase.
 To find word of mouth impact on product purchase.

2.4 HYPOTHESIS
 The purpose of usage influence customer satisfaction.
 Rural/Urban market influence customer satisfaction.

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2. Establish research objectives

Once you’ve identified your problem, you’ll need to set a

research objective that focuses how you’ll complete your

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response rates
Here are some ideas to ensure that respondents will answer
your surveys.

1. Be quick
If your survey is short and sweet, there's a greater chance
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3. Buy a targeted audience

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audience who meets specific demographic criteria for your
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specific group.

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2.5 SOURCE OF DATA

PrimarySources
Primary research detailed discussions with event management firms and the
cor`porate clients. Subsequent additions were made to the interview
schedule to suit the specific events under study.
The Primary Data is collected through questionnaire survey to customers

Secondary Sources
The Secondary data are those, which have already been collected and being
processed through the statistical process.

The secondary information was gathered from various marketing journals

and books on event marketing, sales promotions and publicity. Daily
newspaper reading in order to keep track of various kinds of events also
proved helpful.

All this information has been collected from its

Official website of Mall www.mallofamritsar.com

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Search engine of Google

INTRODUCTION TO CUSTOMER
SATISFACTION
Customer satisfaction is the measure of how the needs and responses
are collaborated and delivered to excel customer expectation. It can only
be attained if the customer has an overall good relationship with the supplier.
In today’s competitive business marketplace, customer satisfaction is an
important performance exponent and basic differentiator of business
strategies. Hence, the more is customer satisfaction; more is the business and
the bonding with customer. Satisfaction is consumer’s fulfillment response.
It is a judgment that a product or a service feature or the product or service
itself provides pleasurable level of consumption related fulfillment.
Customer satisfaction is a part of customer’s experience that exposes a
supplier’s behavior on customer’s expectation. It also depends on how
efficiently it is managed and how promptly services are provided. This
satisfaction could be related to various business aspects like marketing,
product manufacturing, engineering, quality of products and services,
responses customer’s problems and queries, completion of project, post
delivery services, complaint management etc.

 Two Types of Customer Satisfaction Surveys

 Direct Transaction Surveys: This type of customer satisfaction
survey is immediate, and is designed to gauge how the customer
viewed a very specific transaction – namely, the transaction that
(hopefully) immediately preceded filling out the survey. For example,
“how easy was it for you to find help” and “what was your experience
like on DATE?” These surveys are not necessarily interested in your
overall opinion of the company. They are primarily concerned with
your most recent transaction.

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 Overall Satisfaction Surveys: Sometimes referred to as “relationship

surveys,” these surveys are designed to gauge how the customer feels
about the company in general, based on a combination of all of their
experiences and any additional factors that may affect that result.
Rarely are these surveys purposely given to customers immediately
following a transaction, although they may be colored by the most
recent experience if that experience was particularly awful or pleasant.

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Activities to Improve Customer Satisfaction

1. Treat your customers like they are your boss

Jeffery Gitomer speaks about how your customer is your paycheck. With no
customers, there’s nobody to pay you! By taking this approach to every
customer interaction you can naturally flip the angle on customer service.

Picture yourself as the boss… if your employee treated every customer the
way they treated you, how good would the service be!
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Here are some of the approaches I recommend businesses use:

 Thank all your customers for their business

 Go out your way to help customers
 Try to impress your customers as if you want a pay raise
 Think about your paycheck every time you talk to a customer
 Keep your promises and integrity

2. Focus on measuring customer satisfaction

Did you know that 91% of your unhappy customers will never purchase
services from you again? Measuring customer satisfaction can help you
reduce the number of unhappy customers.

So how do you measure customer satisfaction?

 Use one of these four Online Survey Tools
 Focus on these Customer Satisfaction Metrics
 Use customer support tools with ticket systems (Zendesk,
Desk.com or Helpscout)

3. Build customer loyalty to increase customer satisfaction

Customer satisfaction is worthless. Customer loyalty is priceless.

– Jeffrey Gitomer
Jeffery talks strongly about customer loyalty and it’s relationship with
customer satisfaction in his book, Customer Satisfaction is Worthless,
Customer Loyalty is Priceless. He believes that businesses should be
focuses their efforts on creating loyal customers, that sticky and not easily
influenced by competitors.

I agree with Jeffery and have included my five favorite ways to build
customer loyalty to increase customer satisfaction:

 Remember special occasions like birthdays

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 Strive to empower and educate customers

 Invest in a self-service support channel
 Top level managers must lead from the front with customer service
 Talk to your customers, tap into what they want and deliveR

4. Avoid making these customer retention mistakes

No business is immune to unhappy customers. In fact, even companies with

the best customer service in the world will still lose up to 9% of their
customers to competitors.

The good news is you can do something to stop customers defecting. Here
are three common customer retention mistakes that are killing your customer
satisfaction:

 You are ignoring customer feedback

 You are taking customer feedback to personally
 You are using long, boring customer feedback surveys

5. Set customer expectations early

Setting expectations too high is a common mistake a lot of businesses (and

salespeople)make when bringing on new business. How many times has
your sales guy made ridiculous promises to push a deal over the line?

If you’re like most businesses, you’ve probably had the odd wild over
promising salesperson.

For those who still have these wild ones, my advice – get them in
line! They are killing your customer satisfaction by setting expectations too
high!
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Gordon Tan, Director of Client Heartbeat, recommends under promising and

over delivering.

There’s no better feeling than as a customer to have your expectations

exceeded.

6. Learn how to survey your customers the right way

A customer feedback survey is the best way to find out how satisfied your
customers are, find ways to improve your product or service, and identify
customer advocates who really love your product.
Gregory Ciotti, Marketing Strategist at Help Scout recommends using a
customer feedback survey that asks participants to rank (1-10) how likely
they are to recommend you. I agree with Gregory and also recommend
keeping your survey to under 10 questions. A quick and relevant survey will
help increase survey response rates.

7. Email is the best channel to increase customer satisfaction

59% of B2B marketers believe email marketing is still the most effective
channel in generating revenue.

If it’s so good for marketers, why don’t we use it more to increase customer
satisfaction?

That’s a good question, and I want to touch on three quick practical

examples of companies who are using email to increase customer
satisfaction.

 Mixpanel uses email to stay in contact with customers by sending

through follow up emails with links to resources, webinars and
support sites.
 Proflowers uses email to send personalized special offers to
specific groups of customers.
 R&G Technologies uses email to send customer feedback surveys
and track customer satisfaction.

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8. Tap into social media to track and monitor customer

satisfaction so you can keep your customers happy

LITERATURE REVIEW
This feasibility study commissioned by the National Institute for Advanced Industrial
Science and Technology in Japan (AIST) and supported by the Sustainable Consumption
Unit (UNEP) provided an overview of approaches used in different disciplines for
evaluating consumer behaviour. The study analysed the applicability of existing research
concepts, theories, and tools for evaluating consumer satisfaction with product-service
systems (PSS). It included a discussion over their strengths/weaknesses. This paper
presents a short overview of the study. BACKGROUND It has been recognised that eco-
efficiency improvements at production and product design level can be significantly
reduced or totally negated by rebound effect from increased consumption levels. In line
with this problem factor 10 to 20 material and energy efficiency improvements have been
suggested (Factor 10 Club 1994; SchmidtBleek 1996; Bolund, Johansson et al. 1998;
Ryan 1998). The improvements, however, if not carefully done, may still lead to rebound
effects through changes in resource prices. As a potential solution to the factor 10/20
vision system level improvements have to be made, contrary redesigning individual
products or processes (Weterings and Opschoor 1992; Vergragt and Jansen 1993; von
Weizsäcker, Lovins et al. 1997; Ryan 1998; Manzini 1999; Brezet, Bijma et al. 2001;
Ehrenfeld and Brezet 2001). The product service system (PSS) concept has been
suggested as a way to contribute to this system level improvement (Goedkoop, van Halen
et al. 1999; Mont 2000). Here the environmental impacts of products and associated
services should be addressed already at the product and service design stage. Special
focus should be given on the use phase by providing alternative system solutions to
owning products. A number of examples in B2B area exist that confirm the potential of
PSS for reducing life cycle environmental impact. It is, however, increasingly evident
that business examples are difficult to directly apply to the private consumer market.
Private consumers, contrary to businesses, prefer product ownership to service substitutes
(Schrader 1996; Littig 1998). Even if accepted, the environmental impacts of “servicised
products” offers depend to a large extent on consumer behaviour. To address this
problem, either behavioural or service system design changes are needed. Changing
human behaviour and existing lifestyles contributes to the vision of sustainable
development, but at the same it is extremely difficult and time-consuming process. ”Life
cycle approaches to sustainable consumption”, AIST 2 A potentially easier way is
changing the design of product-service system to reduce behavioural pitfalls. In order to
change system design, it is necessary to understand how consumer acceptance of more
sustainable solutions is formed, influenced or changed, what are the influencing factors

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and what are the leverage points for best results with lowest costs. Understanding
consumer perceptions and behaviour in this context is crucial. CONSUMER
RESEARCH IN DIFFERENT DISCIPLINES A considerable body of literature in a range
of different disciplines exists on consumption, consumer behaviour, and consumer
decision-making process. Research in economics, business, marketing, psychology and
sociology domains studies consumer behaviour from different theoretical premises: “for
economists, consumption is used to produce utility; for sociologists, it is a means of
stratification; for anthropologists – a matter of ritual and symbol; for psychologists – the
means to satisfy or express physiological and emotional needs; and for business, it is a
way of making money”(Fine 1997). For more than a decade now, a range of studies that
address environmentally sound consumer behaviour, e.g. car use, waste sorting,
minimisation and recycling practices, have been conducted. However, few studies
evaluated consumer acceptance of the PSS concept – a consumption based on non-
ownership of physical products, see, for example, studies on car sharing schemes
(Schrader 1999; Meijkamp 2000), ski rental and washing services (Hirschl, Konrad et al.
2001). One reason explaining the lack of studies in the area could be that, there are still
not many PSS schemes in place to serve as test grounds. Another reason could be
uniformity of research focus. Most of consumer research focused on adopter categories,
habits, attitudes and intentions, rather than on actually measuring the satisfaction level
with the service. The reason is probably that PSS ideas have been promoted by
researchers from the environmental management, marketing, design and engineering
fields, and to a lesser extent by sociologists, who hold the banner of research in customer
satisfaction. CONSUMER SATISFACTION PROCESS The paramount goal of
marketing is to understand the consumer and to influence buying behaviour. One of the
main perspectives of the consumer behaviour research analyses buying behaviour from
the so-called “information processing perspective" (Holbrook and Hirschman 1982).
According to the model, customer decision-making process comprises a need-satisfying
behaviour and a wide range of motivating and influencing factors. The process can be
depicted in the following steps (Engel, Blackwell et al. 1995): • Need recognition –
realisation of the difference between desired situation and the current situation that serves
as a trigger for the entire consumption process. • Search for information - search for data
relevant for the purchasing decision, both from internal sources (one's memory) and/or
external sources. • Pre-purchase alternative evaluation - assessment of available choices
that can fulfil the realised need by evaluating benefits they may deliver and reduction of
the number of options to the one (or several) preferred. • Purchase - acquirement of the
chosen option of product or service. ”Life cycle approaches to sustainable consumption”,
AIST 3 • Consumption - utilisation of the procured option. • Post-purchase alternative re-
evaluation - assessment of whether or not and to what degree the consumption of the
alternative produced satisfaction. • Divestment - disposal of the unconsumed product or
its remnants. Besides the information processing perspective, marketing analyses
consumer behaviour by employing a psychologically grounded concept of attitudes
(Balderjahn 1988; Ronis, Yates et al. 1989; Luzar and Cosse 1998). It is consumer
attitudes that are usually named as the major factor in shaping consumer behaviour and a
wealth of studies is available on the topic of how attitudes can predict behaviour. INTER-
DISCIPLINARITY OF CONSUMER RESEARCH Different research disciplines diverge
in their presuppositions about the human nature, factors influencing consumer behaviour,

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market response, etc. Therefore, they naturally employ different research approaches.
However, despite that seemingly insurmountable abyss between disciplines, we see that
many research topics and methods overlap, and that there is no clear-cut line between
different domains of consumer research. Many consumption-related issues are being
increasingly addressed from interdisciplinary or multidisciplinary perspectives. Many
interdisciplinary concepts and factors are of interest for research on consumer satisfaction
with eco-efficient services and PSS. Contrary to the suggestions from many traditional
neoclassical theories, consumption patterns are much more flexible and prone to various
influences. Today consumer behaviour is increasingly dynamic as the choice of
alternatives increases with the growth of global markets. The complexity of the decision-
making process and a large number of influencing factors suggest that changing
consumer behaviour towards more sustainable consumption is a challenging process,
which requires coordination at individual and societal level. The area of PSS and eco-
efficient services is still developing. Further efforts are required in order to understand
relations between functional and emotional needs of customers. DIFFERENT LEVELS
OF COMPLEXITY When evaluating satisfaction with a product, customers initially
assess tangible features of the product. In the service context, the features, though
observable, are considerably less tangible and are thus more difficult to assess. A product
service system comprises four components (products, services, infrastructures, and
networks, see Figure 1), rendering the evaluation process of consumer satisfaction even
more complex. Here the part of the system, with which customer comes into direct
contact, is larger than in the case of a pure product or service, which has implications for
customer evaluation process. In the case of PSS or eco-services, customers are exposed to
both dimensions: product and service. In addition, due to closer relations with the service
provider customers can even become exposed to infrastructure and networks that support
PSS delivery. Therefore, in the PSS context, an evaluation of all four PSS components
becomes relevant: • Product evaluation is conducted by assessment of products or
technologies. • Person-based or other types of services (technical, information and
knowledge services) that are included into PSS may be evaluated. ”Life cycle approaches
to sustainable consumption”, AIST 4 • Infrastructure can be evaluated when the customer
comes into contact with enabling supporting technology, or by evaluation of ambient
conditions, spatial layout or by evaluating signs and artefacts of the PSS. • Networks,
usually are not exposed to the eyes of the customer, but in some cases may be evaluated
when they come into contact with the customers. Product Products Technologies Service
Person-based services technical, knowledge, information services Infrastructure Support
technology Ambient conditions Spatial layout Signs, artefacts Networks Partners and
suppliers of service provider Figure 1 PSS dimensions that can be exposed to customer
judgement RESEARCH FRAMEWORKS AND METHODS A great variety of methods
and frameworks for understanding and evaluating consumer acceptance and satisfaction
are used in different disciplines. The study has discussed the following frameworks: Kano
model of customer satisfaction, the Innovation diffusion of Rogers, the service quality
model of Grönsroos, and SERVQUAL model by Parasuraman. The study has also
surveyed a range of tools used for evaluating and measuring consumer satisfaction. These
included surveys, in-depth interviews, focus group interviews, observations, mystery
shopping, and psychographic portrait of customers. A number of drawbacks and benefits
pertaining to the tools have been pointed out and discussed. Both the research models and

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the tools, while diverse to different extent, were found to be useful for application in the
PSS research area.

Advantages of Customer Satisfaction

Up-to-date feedback: Gather current customer feedback on various aspects
of your company. You can stay on top of customer trends through regularly
scheduled online surveys or email surveys, and receive instant customer
feedback. It is always useful to acquire insight into how your customers are
currently reacting to all aspects of your business.

Benchmark results: You can administer the same survey every so often to
customers to gain continued insight into your customers. Surveys can have the
same questions, which will allow you to compare data over time and
benchmark survey data across previous years to determine if any changes
need to be made.

Show that you care: Customers like to be asked for their feedback. It gives
the customer the perception that your company values them; is committed to
keeping them as a long-term customer; and bases business decisions on their
feedback.

Disadvantages of Customer
Satisfaction
Too many surveys, so little time: Your customers are bombarded with online
surveys. Surveys may be simple to complete, however, some people simply
don’t like to complete them. Sending surveys too often can irritate customers
and lead to customer burnout. Customer burnout can result in low response
rates or result in lower satisfaction scores, despite your reputation for providing
excellent products or services.

Privacy Issues: We live in a high-tech environment filled with daily doses of

unwanted junk email, email solicitations, and sales calls. When taking an
online survey or a phone survey (or any type of survey), it is hard for your
customers to believe that they aren’t being tracked. Because of insecurities of
releasing private information, customers today are hesitant in giving out
information that may lead to more junk email and unwanted calls. Make
certain to assure customers that the information they provide in response

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to your customer satisfaction surveys will not be used. Without this disclaimer,
it may be difficult to receive a good response rate.

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QUESTIONNAIRE DESIGN
Questionnaire Design is prepared on the basis of the following parameters.
 Customers satisfaction
 Customer Awareness

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QUESTIONNAIRE ADMINISTRATION
Information is gather through questionnaires from customers of
Anantapur Zone.

2.8 SAMPLING
Population = 1200
Sample size = 100
Sample unit = Customers of Mall

2.9 STATISTICAL TOOLS

For data analysis statistical tools used are simple percentage and chi- square
test.

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sss

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2.10 LIMITATION OF THE STUDY:

1. The study confined to the customers of mall only.
2. The time spent was limited due to which the exhaustive study could
not be conducted.
3. Quality of information is based on the degree of brand awareness
among customer

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4.1 FINDINGS
From the survey it is found that every body is aware of Mall of Amritsar

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4.2 SUGGESTIONS

*-*-*
Questionnaire for Measuring Customer Satisfaction

1. What store did you shop from?

a)Tommy hilfigure b) Puma c) 109 d)Reebok e) Aldo
[ ]
2. Are you aware of events in the mall?
a) Yes b) No [
]
3. How did you get to know about this mall?
a) Print media b) television c) friends / relatives d) MOA
[ ]
4. Which Brand products do you prefer to use?
a) Park avenue b) Reebok c) Biba d) Chemistry e) Mask
[ ]

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5. IS this mall is best mall in AMRITSAR?

a) Strongly agree b) Agree c) Not decide d) Disagree e) strongly
disagree [ ]
6. Are you satisfied with the services provided by mall if no why?
a) yes b) no [ ]
7. Are you a regular customer of mall?
a) Yes b) No
[ ]
8. You are interested to participate in events organised by mall?
a) yes b) no [ ]
9. Do you get what you are loking for in the mall?
a) yes b) No [ ]
10. Name the brand from where youn didn’t get what you are finding? [
]
11. You are the customer of the mall since ?
a) Less than 6 months b) 6 to 12 Months
c)1 to 2 years d) More than 5 years
[ ]
12.How long did it take for youto reach the mall?
a) 0-10 min b) 11-20 min c) 21-30 min d) more than 30 min
[ ]
13. How did you travel to mall of Amritsar?
a) 4 wheeler b) 2 wheeler c) public transport ? [ ]
14. How often do you visit Mall of amritsar?
a) once a week b) once a fortnite c) once a month d) occasionaly [
]
15. Which categories you prefer to shop at mall of amritsar?
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a) Hypermarket b) Apparel c) Footwears

d) Bags and accesories e) Entertainment [
]
16. Does the variety in shoping and entertainment options meet your need?
a) Yes b) No [ ]
17. What is your preffered mode of communication to receive the latest
information on offers and events at the mall?
a) Mobile b) Email c) Facebook d) I do not want [
]
18. How would you rate the shopping?
a)Excellent b)Average c)Below average d)Poor
[ ]
d) Disagree e) Strongly disagree
[ ]
19. Can the company expect you to create good word of mouth?
a) Yes b) No [
]
20.Any feedback regarding the mall? [ ]

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BIBLIOGRAPHY

Books
Principles of Marketing - Philip Kotler / Gary Armstrong
Marketing management - V.S. Ramaswamy &
Namakumari 1998
Research methodology - C.R.Kothari
Marketing Research - G. C. Beri

Search Engines
http://google.com
http://.com
http://.com
http://wikipedia.com
http://answers.com

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