“CUSTOMER S D

Mangalore University, in p Bachelor of Busi

KHA

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INTRODUCTION TO CUSTOMER SATISFACTION
Whether the buyer is satisfied after purchase depend on the offers performance in relation to the buyer expectation. In general satisfaction is a person's feelings of pleasure or disappointment resulting from comparing a products perceived performance relation to his/her expectations. If the performance falls short of expectation, the customer is dissatisfied. If the performance matches the expectation customer is satisfied. If the performance exceeds the expectation the customer is .highly satisfied Customer satisfaction cannot be very difficult. After all you either satisfied with the services you receive or you are not. If you don’t you are not. If it is that easy, then obtaining people's opinion about how satisfied they are with relatively straight forward matter- or is it?. Customer satisfaction is a marketing tool and a definite value addad benefit. It is often perceived by customers as important as the primary product .or service your organisation offers It looks at what is involved from 3 different angles, the first is from the view of an organisation wishing to understand, and measures, how satisfied its customer are with the products and services they receive from it. The second is from the perspective of a research agency that has been asked to obtain feedback from customers and about their experiences when dealing with companies. Finally it considers the issue from the perspective of consumers who participate in surveys, including both business customers and members of general public

MEANING OF CUSTOMER SATISFICATION
Customer satisfaction is 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 part of the four prospective of balanced .score card IN a competitive market place were businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy customer satisfaction drives successful private sector business. High performing businesses have developed principles and strategies for achieving customer satisfaction. This paper presents a framework or set of ideas for using customer satisfaction principles and strategies to improve the quality responsiveness, and possibility of public sector privately provided services in vulnerable communities. The framework suggested that resident who live in tough neighbourhoods can be supported through customer satisfaction strategies to become empowered individuals

in relation to price paid IMPORTANCE OF CUSTOMER SATISFACTION IT costs atleast 7 times more to source a new customer than it does to retain existing one A 'satisfied' customer tells 5-7 people in a year whilst a 'dissatisfied' customer will tell .14-15 people Companies can boost profits anywhere from 25% to 125% by retaining a mere 5% . the timing of satisfaction response is driving consumption BUT there is general agreement with kotler (2003) that "customer satisfaction is a person's feeling of pleasure or disappointment resulting from comparing a products ".services are available to them Customer satisfaction is the customers response to the evaluation of the perceived discrepancy between prior expectation and the actual performance of the product as . and where .likely to still do business with you Customers who have an opportunity to complain and the complaint is achieved are .commend it than ' satisfied' customers Customers who have a bad experience with you and do not complain are only 37% . when.more of their exciting customers Totally satisfied customers were 6 times more likely to use that services and .customer expectation in terms of quality and service.perceived after its consumption DEFINITION Codotte.perceived performance in relation to his or her expectation In short customer satisfaction is "The provision of goods or services which fulfil the ".who informed perspectives influence decisions about what.95% likely to still do business with you .HERE. woodruff and Jenkins (1987) define customer satisfaction as "conceptualized ". how.as a feeling developed from an evaluation of the experience .

care should be taken in effort of quantitative measurement.2002 and known as the ten domains of satisfaction The usual measures of customer satisfaction involve a survey with a set of statements using a likert technique or scale. Work done by berry (bart allen) and brodewr between 1990 and 1998 defined ten 'quantity values' which influence satisfaction behaviour.the customer can compare the organizations products Because satisfaction is basically a psychological state.Factors of customer satisfaction serviceof quality reliability of service knowledge of the staff Being kept informed of progress The way service kept its promises The way the service handled any problem Friendliness of staff• How sympathetic staff were to your needs Speed of enquiries . The customer is asked to evaluate each statement and in term of their perception and exceptation of performance of the .place Customer satisfied 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. although a large quantity developed. measuring customer satisfaction provides an indication how successful is the organisation at providing products and/or services to the market .organization being measured . further expanded by berry in .Number of time had to contact the service Measuring customer satisfaction Organizations are increasingly interested in retaining existing customers while targeting non-customers. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviours such as return and recommend rate. The level of satisfaction can also vary depending on other options .

research has shown that ACSI data predicts stock market performance. "people".mapping consumers responses to questionnaires onto his model One of the newest and most innovative consumer satisfaction measurement methodologies is called gustometria. The responses are collected immediately by gustometria serves which tabulate the results in real time. It serves as an alternative to traditional consumer a single question (usually. reduced purchases/defection and . longevity and referrals. consumers are invited to answer a short survey by touching the "gustometer" screen with their fingers. In .""unalterable". Increasing ACSI scores has been shown to predict loyalty. the ACSI Methodology can be applied to private sector companies and government agencies in . one –dimensional. "how likely is it that you would recommend us to a friend or colleague?") based on their responses. promoters. passives and detractors. The ACSI measures consume satisfaction annually for more than 200 companies in 43 industries and 10 economic sector.The university of michigan's American consumer satisfaction is a scientific standard of consumer satisfaction academic research has shown that the national ACSI score is a strong predictor of gross domestic product growth. On the micro economic level.business intelligence reports which are built into the gustometria system HISTORY OF DIAMONDS THE name diamond is derived from ancient greek adawa (a'damas). must be indifferent.addition to quarterly reports. Management can then log into their private website and use the sophisticated . Gustometria is real time measurement of consumer and employee satisfaction.negative word of mouth The kano model is a theory of product development and consumer satisfaction developed in the 1980's by professor noriaki kano that classifies consumer preferences into 5 categories: attractive. both for market indices and for individually traded companies.order to improve loyalty and purchase intent The net promoter score is a management tool that can be used to guage the loyalty of a firms consumer relationships. In the net promoters are viewed as valuable assets that drive profitable growth because of their repeat/increased purchases. . reverse. The kano model offers some insight into the product attributes which are perceived to be important to consumers. "unbreakable". word of mouth recommendations and purchase behaviour. kano also produced a methodology for . while detractors are seen as liabilities that destroy profitable growth because of their complaints. and an even stronger predictor of personal consumption expenditure (PCE) growth. consumers can be categorized into one of 3 groups." untamed .

Their high refractive index is also indicative. Krishna. The popularity of diamonds has been risen since 19th century because of increased supply improved cutting and polishing techniques.although significant source of the mineral have been discovered Canada .atleast 3000 years ago but mostly likely 6000 years Diamonds have been treasured as gemstones since their use at religious icons in ancient india. but other materials have similar refractivity. Diamond's hardness has been known since antiquity. Diamond has a hardness of 10 (hardest) on this scale. Diamond's hardness depends on its purity. such as boron nitride. Diamonds can . also lie above glass on the mohs scale and can also cut it. Russia.and Godavari. Those aggregrate are produced by high . perfect and are used to polish other diamonds Identification Diamonds can be identified by their huge thermal conductivity. growth in the world economy. where hardness is defined as resistance to scratching and is graded between (softest) and 10 (hardest) using the mobs scale of mineral hardness. Later in 1797. Diamonds cut glass.the same amount of gas he established the chemical equivalence of these substances Diamond is the hardest natural material known . crystalline perfection and orientation.of nearly US$ billion and about 100000kg are synthesized animally Roughly 49% of diamond originate from central and southern Africa . In 1772 antonine lavoisiee used a lens to concentrate the rays of the on a diamond in an atmosphere of oxygen and showed that the only product of combustion was carbon dioxide providing that diamonds is composed of carbon. India. In particular. and is the source of its name.diamonds are generally small. Brazil.Diamonds are thought to have been first recognised and mined in india. were significant alluvial deposits of stone could be found many centuries ago along the rivers penner. Diamonds have been known in india for . nano crystalline diamond aggregrates were measured to be harder than any large crystal diamond.scratch other diamonds but this can result in damage to one or both stones PRODUCTION Approximately 130 million carats of diamonds are mined annually with a total value . but this does not positively indentify a diamonds because other materials such as quartz. and innovative and successful campaign. Their usage in engraving tools also dates to early human history. These . the hardest diamonds can be only scratched by other diamonds. Therefore whereas it might be possible to scratch some diamonds with other materials. Smithson tennat repeated and expanded that experiment by demonstrating the burning diamond and graphite (charcoal) releases .pressure high temperature treatment of graphite The hardest natural diamonds originated mostly from the copetion and bingara fields located in the new England area in new south wales Australia. .

and Austria's they are mined from kimberlitic and lamtroite volcanic pipes . originate from deep within the earth where high pressure and temperature enable then to form . Company profile . which can bring diamond crystals . the diamond supply is controlled by a limited number of powerful business and is also highly concentrated in a small number of location around the world . to the surface .

it earned the prestigious distinction of being voted as the ”“best jewellery retail chain of the year Banking on the rich diamond heritage orra offers the finest diamonds set in artistically inspired designs.a long way since its inception Orra – the diamond destination is india’s largest and only exclusive diamond jewellery retail chain. at orra. 1 in every 25 diamonds in value terms is a rosyblue diamond Set in an international format. In 2007. These boutiques have today become the ultimate destination for the choicest diamonds in the country. orra has come . The group is among the largest sight holders and india's largest diamond and platinum retailer. Define a diamond's size. . It is a part of the rosyblue group – the world’s largest diamond manufacturing company with a presence across 15 countries headquartered in antwerp.Today. orra retails through 35 exclusive high street boutiques in 23 cities across india. Discover the !luminous drops of mystique all the way from belgium . orra was counted among the top 5 jewellery brands in the country.rosyblue. Within two years of its launch. belgium (www. From sculpting and manufacturing diamonds to crafting and retailing the finest diamond jewellery. the inventors of diamond sculpting.…A sterling legacy…the finest diamonds…exclusive creations That’s orra – the diamond destination! A spark born in 1888 was carried for over a century to metamorphose into orra. there is a diamond for every occasion. Be it a perfectly sculpted solitaire or a classic handcrafted neckpiece. shape or colour and orra will make your dream come true! Orra diamonds are etched out by artisans who have inherited the 700-year-old legacy of the belgian master craftsmen.com).

offerings With the launch of ORRA. These were made relevant to the consumer by stressing on their ramification in terms of product focus. A sterling legacy. unique product . A word that epitomizes the person it was created for . overwhelming the world with its brilliance can be summed up as ORRA. We can proudly claim that 1 in .every 25 diamonds is a Rosy Blue diamond The company has come a long way from sculpting diamonds to crafting the finest diamond jewelry. state the color and ORRA will have a diamond to make your dream come true. At ORRA. We have attempted to differentiate our product offerings and create new product concepts.sculpted to be as special as the person who buys it Set in the international store format. is the only jewelry company in India which has tie-ups with the three leading jewelry organizations namely. the focus on building inheritance revolved around our international lineage and centuries of presence. define a shape.her spirit. A legacy that has spanned centuries. The ORRA color logo draws strengths from our foundation. part of the Rosyblue Group.ORRA. Examples of these innovative :and differentiated products . PGI (Platinum Guild India) & WGC (World Gold .(Council Name a size. ORRA has 33 exclusive diamond boutiques across India. her grace and the invisible glow that surrounds her. Superior diamonds. Whilst the overall positioning is of a serious diamond player. the aim is to entice consumers through product offerings tailor-made to their requirements. DTC (De Beers). diamonds are .

To study the attitude of customers towards the facilities provided at the center Scope of the study . books related to customer satisfaction and officials of orra.Sample size: The study is done by collecting data from a sample size of 50 customers Sampling method: This study is used random sampling method Sources of data collection method: The study is done by collecting primary data as .well as secondary data .A primary data: It is collected by supplying questionnaire to the customers B. A sample size of 50 .customers owning to 'orra' has been selected for the study .This study also helps in knowing which of the diamonds type are preferred The other scopes being it enables us to know the quality of diamonds and service .”Title of the study :"CUSTOMER SATISFACTION ON ORRA DIAMONDS Type of the research The type of the research done here is of descriptive in nature. The data is collected . secondary data: IT is collected from various other sources such as websites.This study helps in understanding how satisfied the customers are with orra diamonds .and presented as it is by means of survey collected Objective of the study :Primary objective 'To analyze the customer satisfaction of 'orra diamonds :Secondary objective To make assessment of the consumers acceptance and the determinants of their (purchase decision (survey of customer through questionnaire .provided Research methodology .

The study is limited only to 50 ORRA customers only The conclusion arrive at are my limited knowledge and data that was at my disposal .Limitations of the study The study is confined only to the customers of mangalore city .Lack to time to get more specific information is another reason .

so it is observed that majority of customer satisfied are between the age 20-35 – TABLE Nu 30 9 6 5 50 GRAPH . AGE TABLE 1 Criteria 20 -35 35 -45 45 -55 55 and above Total From the table and chart 5.1it is evident that 60% of customer satisfied are between the age 20-35 and 18% are between the age 35-45 and 12% are between the age group 45-55 and 10% are between the age group 55 and above.1.1 .

3 Criteria Single Number of respondents 26 Percentage 52% .1 Criteria Male Female Total Number of respondents 30 20 50 Percentage 60% 40% 100% GRAPH-2 From the table and chart no 5.2 it is evident that 60% customer satisfied are male and 40% are female. So it is observed that majority of customer satisfied are male TABLE 3 MARTIAL STATUS ..GENDER2.

Married Total 24 50 48% 100% GRAPH -3 From the table and graph no 5.and 48% are married. .4 Criteria Graduate Post graduate Other Total Number of respondents 25 15 10 50 Percentage 50% 30% 20% 100% GRAPH -4 From the table and chart no 5.4 it is evident that 50% respondents of orra diamonds are graduate.so it is clear that majority of respondents are graduate .3 it is evident that 52% customer satisfied are single. So it is clear that more number of customer satisfied are single TABLE – 4 QUALIFICATION . and 30% are post graduate and other are 10% .

.400000 are 34% and 400000-600000 are 16% and 600000 and above are 20%.TABLE 5 ANNUAL INCOME Criteria 100000-200000 200000-400000 400000-600000 and above-600000 Total Number of respondents 15 17 8 10 50 Percentage 30% 34% 16% 20% 100% GRAPH -5 From the table and graph 5.annual income of 200000 – 400000 Table -6 AWARE OF ORRA DIAMOND Criteria Number of respondents Percentage . So it is clear that majority no of respondents have .5 it is evident that respondents annual income from 100000-200000 are 30% and 200000.

6 it is evident that 90% of respondents are aware of orra diamonds and 10% are not aware . so it is clear that majority of respondents are aware of orra diamonds Table -7 KNOWN ABOUT ORRA DIAMOND Criteria Publicity Newspapers Television Radio Family and friends Banners Number of respondents 14 4 3 2 10 10 Percentage 28% 8% 6% 4% 20% 20% .Yes No Total 45 5 50 90% 10% 100% Graph -6 From the table and graph 5.

8 .7 it is evident that 28% of respondents came to know about orra diamonds through publicity . So it is . 20% through banners and 14% through posters.clear that majority of customers came to know about orra diamonds through publicity Table -8 SERVICES PROVIDED BY ORRA AND ITS COMPETITORS Criteria Yes No Total Number of respondents 30 20 50 Percentage 60% 40% 100% Graph. 4% through radio.Posters Total 7 50 14% 100% From the table and graph 5.6% through television. 8% through newspapers.

8 it is evident that 60% of respondents are satisfied with services provided by orra than its competitors.satisfied with offers and discounts Table -10 SATISFIED WITH VALUE OF MONEY .9 it is evident that 80% are satisfied with offers and discounts and 20% are not satisfied.From the table and graph 5. and 40% are not satisfied.that majority of respondents are satisfied with the services than its competitors Table -9 SATISFIED WITH OFFERS AND DISCOUNTS Criteria Yes No Total Number of respondents 40 10 50 Percentage 80% 20% 100% Graph -9 From the table and graph 5. So it is clear . So it is clear that majority no of respondents are .

10 it is evident that 68% are satisfied with the value of money.respondents are satisfied with the value of money Table -11 WHICH YOU GIVE IMPORTANCE Criteria Quality Offers Variety of design Service Discounts Number of respondents 20 5 10 10 5 Percentage 40% 10% 20% 20% 10% . and 32% are not satisfied with the value of money. So it is clear that majority no of .Criteria Yes No Total Number of respondents 34 16 50 Percentage 68% 32% 100% Graph 10 From the table 5.

20% to service and 20% to discounts. and 32% don’t know to assure the quality of jewel. So it is clear that .Total 50 100% Graph -11 From the table 5.12 it is evident that 68% of respondents know to assure the quality of jewel.11 it is evident that 40% of respondents give importance to quality. .20% to variety of design.majority of respondents know to assure the quality of jewel .10% to offers .So it is clear that majority of respondents give importance to quality Table -12 HOW TO ASSURE THE QUALITY OF JEWEL Criteria Yes No Total Number of respondents 34 16 50 Percentage 68% 32% 100% Graph -12 From the table and chart 5.

Table -13 MORE IMPORTANCE TO QUALITY ASSURANCE IN CASE OF DIAMONDS Criteria Yes Number of respondents 34 Percentage 68% No Total 16 50 32% 100% Graph -13 From the table and chart 5.13.is clear that majority of respondents give importance to quality assurance Table 14 FIRST IN MIND WHEN YOU THINK ABOUT ORRA Criteria Logo of ORRA diamond Purity of diamond Number of respondents 10 25 Percentage 20% 50% . So it . it is evident that 68% of respondents give more importance to quality assurance and 32% of respondents don’t give importance.

that majority of respondents are average .Tagline Total 15 50 30% 100% GRAPH 14 From the table and graph 5. So it is clear . 30% about tagline.14 it is evident that 20% of respondents first think about logo of orra diamonds.that majority of respondents think about purity of diamonds Table. So it is clear .15 it is evident that 32% of respondents felt excellent about the rate of pricing. 50% about purity of diamond. 58% were average. 10% were below average.15 RATE OF PRICING FACTOR OF ORRA Criteria Excellent Average Below average Total Number of respondents 16 29 5 50 Percentage 32% 58% 10% 100% Graph -15 From the table and chart 5.

respondents are just satisfied with the product Table -17 CUSTOMER REPRESENTATIVE HANDLED REQUIREMENT QUICKLY .Table 16 SATISFIED WITH THE PRODUCT Criteria Extremely satisfied Very satisfied Unsatisfied Total Number of respondents 15 30 5 50 Percentage 30% 60% 10% 100% Graph -16 From the table 5. 60% are very satisfied. 10% are unsatisfied.16 it is evident that 30% of respondents are extremely satisfied with the product. So it is clear that majority of .

Criteria Strongly agree Agree Neutral Disagree Total Number of respondent 16 20 10 4 50 Percentage 32% 40% 20% 8% 100% Graph -17 From the table and chart 5.17 it is evident that 32% of respondents strongly agree that their requirement was well hand led by customer representatives quickly. 40% felt it was confusing. 20% felt it was neutral. So it is . 8% felt it wasn’t confusing.clear that requirement handled was confusing Table -18 CUSTOMER REPRESENTATIVE HAD KNOWLEDGE ABOUT PRODUCTS Criteria Yes No Total Number of respondents 36 14 50 Percentage 72% 28% 100% Graph -18 .

that majority of respondents would recommend to others Table 20 SATISFIED WITH QUALITY OF ORRA .knowledge about the the product Table 19 RECOMMEND ORRA TO OTHER MANGALOREANS Criteria Yes No Total Number of respondents 30 20 50 Percentage 60% 40% 100% Graph 19 From the table5. So it is clear . So it is clear that majority of customers are satisfied with the representatives . and 40% would not recommend to other mangaloreans.From the table 5. 28% of respondents are not satisfied.19 it is evident that 60% of respondents would recommend to other mangaloreans.18 it is evident that 72% of respondents are satisfied that customer representatives had good knowledge about the product.

21 it is evident that 68% of respondents are satisfied with the ambience and display of orra diamonds. 26% are not satisfied. and 32% are not satisfied with ambience .Criteria Yes No Total Number of respondents 37 13 50 Percentage 74% 26% 100% Graph -20 From the table and graph 5.respondents are satisfied with the quality of orra products Table -21 SATISFIED WITH AMBIENCE AND DISPLAY OF ORRA Criteria Yes No Total Number of respondents 34 16 50 Percentage 68% 32% 100% Graph -21 From the table 5. So it is clear that majority of .20 it is evident that 74% of respondents are satisfied with the quality of orra diamonds.

40% of respondents are not satisfied. So it is clear that majority of respondents are satisfied . with the products Table -22 SATISFIED WITH DESIGNS AVAILABLE AT ORRA Criteria Yes No Total Number of respondents 30 20 50 Percentage 60% 40% 100% Graph 22 From the table and chart 5.22 it is clear that 60% of respondents are satisfied with the designs available at orra products. So it is .and display of orra diamonds.clear that majority of respondents are satisfied with the designs available at orra .

It was that more number of single are satisfied with the orra products .23 it is clear that 52% of respondents prefer good quality .Table 23 WHY YOU PREFER ORRA Criteria Good quality Less price as compare to others Location Number 26 6 10 8 50 Other Total Graph -23 Percentage 52% 12% 20% 16% 100% From the table and chart 5. . majority of respondents prefer good quality FINDINGS .So it is clear that.when compared to female . 12% prefer less price as compare to other. 20% prefer location and 16% prefer other.6 It was found that majority of the customers where in between the age group 20-35 It was found from the study that satisfied customers were more number of male .

7 . It was found that 50% are graduates It was found from the study that SUGGESTION AND CONCLUSION..

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suggestions given in the study in order to maximize its market share ✔ .Advertisements: ORRA can use more aggressive advertising strategies. They can make use of local media’s to have a better reach in the society Financing facility: orra can tie up with some of the major financials in the country to provide customers loan facilities Better designs: ORRA can provide for a variety of designs to meet the ever growing need of the customers Schemes: ORRA can introduce some new scheme’s to attract customers Customization: ORRA can give customers the choice of customizing their jewellery under the experts from ORRA Conclusions Customers needs are always changing and meeting the same is really tough. . Hence ORRA should constantly innovate its design to improve the customer satisfaction.And try and build up brand loyalty with its customers ORRA can use the findings.

ANNEXURE.8 BIBLOGRAPHY.9 .

‰ Series Œ 0% Series ‹ Š .22 it is clear that 60% of respondents are satisfied with the designs available at orra products. So it is clear that majority of respondents are satisfied with the designs available at orra. 40% of respondents are not satisfied.Table -22 SATISFIED WITH DESIGNS AVAILABLE AT ORRA Criteria Yes No Total Number of respondents 30 20 50 Percentage 60% 40% 100% Graph 22 80% 60% 40% 0% Yes N From the table and chart 5.

Ta le 23 WHY YOU PREFER ORRA Criteria Good quality Less price as compare to others Location Num er 26 6 10 8 50 Other Total Graph -23 Percentage 52% 12% 20% 16% 100% oo q al ty 36 52 š ™ Ot e ˜ “  20 locat o • —  Ž 6 • – “• ”   Ž  2 ess p ce as co pa e to ot e s “ ’ ‘  .

12% prefer less price as compare to other.SUGGESTION AND CONCLUSION .From the table and chart 5. majority of respondents prefer good quality. It was that more number of single are satisfied with the orra products. 20% prefer location and 16% prefer other. 6. It was found that 50% are graduates . FINDINGS It was found that majority of the customers where in between the age group 20-35 It was found from the study that satisfied customers were more number of male when compared to female. It was found from the study that 7. So it is clear that.23 it is clear that 52% of respondents prefer good quality .

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Hence ORRA should constantly innovate its design to improve the customer satisfaction. ORRA can use the findings. suggestions given in the study in order to maximize its market share  . And try and build up brand loyalty with its customers. They can make use of local media¶s to have a better reach in the society Financing facility: orra can tie up with some of the major financials in the country to provide customers loan facilities Better designs: ORRA can provide for a variety of designs to meet the ever growing need of the customers Schemes: ORRA can introduce some new scheme¶s to attract customers Customization: ORRA can give customers the choice of customizing their jewellery under the experts from ORRA Conclusions Customers needs are always changing and meeting the same is really tough.Advertisements: ORRA can use more aggressive advertising strategies.

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BIBLOGRAPHY .ANNEXURE 9.8.

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