CHAPTER I

INTRODUCTION OF THE STUDY

1.1 Customer Expectations

Customer satisfaction reflects the expectations and experiences that the customer has with a
product or service. Consumer expectations reflect both past and current product evaluation and
user experiences.

Think about any major purchases you’ve made recently. Did you research your purchase? Did
you collect information from advertising, salespersons, friends, associates, or even test the
product?

This information influences our expectations and gives us the ability to evaluate quality, value,
and the ability of the product or service to meet our needs and expectations.

Customers hold both explicit and implicit performance expectations for attributes, features, and
benefits of products and services. The nature of these expectations will dictate the form and even
the wording of customer satisfaction survey questions. Let me repeat this: the nature of these
expectations will dictate the form and even the wording of your satisfaction questions.

Understanding the following 7 customer expectations form the definitions below is

critical before you set out to measure customer satisfaction and increase customer loyalty.

1. Explicit Expectations

Explicit expectations are mental targets for product performance, such as well-identified
performance standards.

For example, if expectations for a color printer were for 17 pages per minute and high-quality
color printing, but the product actually delivered 3 pages per minute and good quality color

1
printing, then the cognitive evaluation comparing product performance and expectations would
be 17 PPM – 3 PPM + High – Good, with each item weighted by the associated importance.

2. Implicit Expectations

Implicit expectations reflect established norms of performance. Implicit expectations are

established by business in general, other companies, industries, and even cultures.

An implicit reference might include wording such as “Compared with other companies…” or
“Compared to the leading brand…”

3. Static Performance Expectations

Static performance customer expectations address how performance and quality are defined for a
specific application. Performance measures related to quality of outcome may include the
evaluation of accessibility, customization, dependability, timeliness, accuracy, and user-friendly
interfaces.

Static performance expectations are the visible part of the iceberg; they are the performance we
see and—often erroneously—are assumed to be the only dimensions of performance that exist.

4. Dynamic Performance Expectations

Dynamic performance customer expectations are about how the product or service is expected to
evolve over time. Dynamic expectations may be about the changes in support, product, or service
needed to meet future business or use environments.

Dynamic performance expectations may help to produce “static” performance expectations as

new uses, integrations, or system requirements develop and become more stable.
5. Technological Expectations

Technological customer expectations focus on the evolving state of the product category.

For example, mobile phones are continually evolving, leading to higher expectations of new
features.

Mobile service providers, in an effort to limit a consumer’s ability to switch to new technology
phones, have marketed rate plans with high cancellation penalties for switching providers, but
with liberal upgrade plans for the phones they offer.

The availability of low profile phones with email, camera, MP3, blue tooth technology, and
increased storage will change technology expectations as well as the static and dynamic
performance expectations of the product.

These highly involving products are not just feature based, but raise expectations that enhance
perceptions of status, ego, self-image, and can even evoke emotions of isolation and fear when
the product is not available.

6. Interpersonal Expectations

Interpersonal customer expectations reflect the relationship between the customer and the
product or service provider.

Person to person relationships are increasingly important, especially where products require
support for proper use and functioning.

Support expectations include interpersonal sharing of technical knowledge, ability to solve a

problem, ability to communicate, reduced time to problem resolution, courtesy, patience,
enthusiasm, helpfulness, assurance that they understood my problem and my situation,
communication skills, and customer perceptions regarding professionalism of conduct, often
including image and appearance.
7. Situational Expectations

In building a customer satisfaction survey, it is also helpful to evaluate why pre-purchase

expectations or post-purchase satisfaction may or may not be fulfilled or even measurable.

The following conditions may be considered:

 Expectations may not include unanticipated customer service attributes that are new to
that consumer.
 Expectations may be based on vague images, thereby creating wide latitude of acceptable
performance and expected satisfaction.
 Product performance expectations and evaluations may be sensory and not cognitive, as
in expectations of taste, style or image. Such expectations are not only difficult to
evaluate and understand, but may change over time and with consumption.
 The product use may attract so little attention as to produce no conscious affect or
cognition (evaluation). When measured, this results in meaningless satisfaction or
dissatisfaction information.
 There may have been unanticipated benefits or consequences of purchasing or using the
product (such as a uses, usage situations, or features not anticipated with purchase).
 The original expectations may have been unrealistically high or low.
 The product purchaser, influencer and user may have each been a different type of
individual, each having different expectations.

Your research study may also benefit from considering expectations related to perceived quality
and value.

Remember to keep these 7 customer expectations in mind before you set out to measure
customer satisfaction. Understanding these will ensure that your customer satisfaction research
will provide accurate insights. Having a top-notch online survey software is one thing, using it
correctly is another.
 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.

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.

Customer satisfaction is the overall essence of the impression about the supplier by the
customers. This impression which a customer makes regarding supplier is the sum total of all the
process he goes through, right from communicating supplier before doing any marketing to post
delivery options and services and managing queries or complaints post delivery. During this
process the customer comes across working environment of various departments and the type of
strategies involved in the organization. This helps the customer to make strong opinion about the
supplier which finally results in satisfaction or dissatisfaction.

Customer’s perception on supplier helps the customer choose among the supplier on basis of
money value and how well the delivered products suit all the requirements. The supplier’s
services never diminishes after the delivery as customer seeks high values post marketing
services which could help them use and customize the delivered product more efficiently. If he is
satisfied with the post marketing services then there are good chances for supplier to retain the
customers to enhance repeated purchases and make good business profits.

It is necessarily required for an organization to interact and communicate with customers on a

regular basis to increase customer satisfaction. In these interactions and communications it is
required to learn and determine all individual customer needs and respond accordingly. Even if
the products are identical in competing markets, satisfaction provides high retention rates. For
example, shoppers and retailers are engaged with frequent shopping and credit cards to gain
customer satisfaction, many high end retailers also provide membership cards and discount
benefits on those cards so that the customer remain loyal to them.

Higher the satisfaction level, higher is the sentimental attachment of customers with the specific
brand of product and also with the supplier. This helps in making a strong and healthy customer-
supplier bonding. This bonding forces the customer to be tied up with that particular supplier and
chances of defection very less. Hence customer satisfaction is very important panorama that
every supplier should focus on to establish a renounced position in the global market and
enhance business and profit.

Customer Relationship Management

 Tracking Customer Loyalty
 Increasing Customer Loyalty
 Why Dissatisfaction in Customers
 Measuring Customer Satisfaction
 Customer Loyalty Breakers

Customer satisfaction provides a leading indicator of consumer purchase

[1]
intentions and loyalty." "Customer satisfaction data are among the most frequently collected
indicators of market perceptions. Their principal use is twofold:" [1]

1. "Within organizations, the collection, analysis and dissemination of these data send a
message about the importance of tending to customers and ensuring that they have a
positive experience with the company's goods and services."[1]
2. "Although sales or market share can indicate how well a firm is performing currently,
satisfaction is perhaps the best indicator of how likely it is that the firm’s customers will
make further purchases in the future. Much research has focused on the relationship
between customer satisfaction and retention. Studies indicate that the ramifications of
satisfaction are most strongly realized at the extremes."
Customer satisfaction, a term frequently used in marketing, is a measure of how products and
services supplied by a company meet or surpass customer expectation. Customer satisfaction is
defined as "the number of customers, or percentage of total customers, whose reported
experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals."
It is seen as a key performance indicator within business and is often part 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. "Within organizations, customer satisfaction ratings can have powerful effects. They
focus employees on the importance of fulfilling customers‘expectations. Furthermore, when
these ratings dip, they warn of problems that can affect sales and profitability. These metrics
quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-
mouth marketing, which is both free and highly effective." Therefore, it is essential for
businesses to effectively manage customer satisfaction. To be able do this, firms need reliable
and representative measures of satisfaction. "In researching satisfaction, firms generally ask
customers whether their product or service has met or exceeded expectations. A key factor
behind satisfaction. When customers have high expectations and the reality falls short, they will
be disappointed and will likely rate their experience as less than satisfying.

FACTORS

• Efficiency

• Compatibility

• Fairness

• Transparency

• Control

• Price

• Information
Why customer satisfaction is important?

1. A Loyal customer is a treasure you should keep and hide from the world
According to the White House Office of Consumer Affairs, on average, loyal customers are
worth up to 10 times as much as their first purchase. Some research says that it is 6-7 times more
expensive to acquire a new customer than it is to keep a current one.

Banks or mobile providers know it best, so they don’t have any problem with going the extra
mile for a customer who is not quite satisfied and often offer him something special. Not only it
is more expensive but also much more difficult to keep existing and loyal clients (let alone
keeping them fully satisfied and happy!) than to gain some new ones.

Take this rule into account while organizing your customer service processes and do your best to
look after them.

2. They can stop being your clients in a heartbeat

Is not rocket science, nowadays clients easily switch their love brands. It is often caused by
terrible customer service. Clients waiting for ages to get feedback or comment from a brand?
Unacceptable! But it still happens. And gaining clients’ trust takes up to 12 positive experiences
to make up for one unresolved negative experience.

“When customers share their story, they’re not just sharing pain points. They’re actually
teaching you how to make your product, service, and business better. Your customer service
organization should be designed to effectively communicate those issues.” – Kristin Smaby,
“Being Human is Good Business”.

You can’t gain customers’ satisfaction forever, you need to look after them all the time. Try to
talk to them, instead of to them. Ask questions, offer constant support, send personalized
messages or offers, use dedicated customer satisfaction software or any other technique that will
help you communicate with your customers and collect insights.

Take care of each and every one of your clients’ need and you’ll be rewarded with their gratitude
and loyalty. Sounds like a good deal, doesn’t it? Brands often take their audience for granted,
and they’ve never been so wrong – one decision, or lack of it, can result in losing a lot of clients
and their respect.

That’s why measuring clients’ satisfaction is so important.

3. It’s (all) about the money, too

It shouldn’t be surprising, but customer satisfaction is also reflected in your revenue. Customers’
opinion and feelings about the brand can affect, in both positive and negative way, the essential
metrics – such as the number mentions and repeated transactions, and also customer lifetime
value or customer churn.

Happy customers won’t look at your competitors offers – they will happily interact with your
brand again, make a purchase and recommend the product further. If you meet all of their
requirements and answer their needs while delivering the best quality of your services, they will
be fully satisfied.

Not to mention your brand will increase sales revenue!

Measuring customer satisfaction should become your daily habit – not something you do from
time to time and only if you’re about to face crisis management. If you don’t know how to do it
right, you can take a look at our guide to measuring customer satisfaction to make things easier.

4. Customer satisfaction is a factor that helps you stand out of the competition
Kate Zabriskie once said that “Although your customers won’t love you if you give bad service,
your competitors will.” and we couldn’t agree more.

Your competitive rivals are just waiting for you to make a wrong move. What is more, they can
often play the role of an instigator. Being prepared for their provocations is not enough if you
don’t know how to deal with the negative backlash.

However, if you provide your customers with amazing customer service, you will gain
arguments to convince those uncertain of your services.
 1.5 INDUSTRY PROFILE

Logistics has huge impact on the domestic and global economy of any country. As such, the role
and importance of logistics has been elevated in many business environments. This report gives
an overview of logistics industry in India. The focus of the report is to present the existing and
emerging practices in the logistics industry in India and to predict the future trends that are likely
to contribute to its transformation.

Logistics includes transportation and warehousing, which is undertaken by

the logistics provider for the efficient and effective delivery. Major companies are primarily
focusing on the specific industry sectors such as high-tech machines, automobile sector,
pharmaceutical sector and other high revenue generators.

According to the Council of Logistics Management, logistics can be defined as “that part
of supply chain process that plans, implements and controls the efficient, effective flow and
storage of goods, services and related information from the point of origin to the point of
consumption”.Aug 4, 2016

GLOBAL LOGISTICS INDUSTRY

Logistics is about moving materials, information and funds from one business to another
business or from a business to the consumer. Logistics is an important part of the business-
economic system and is a major global economic activity. It encompasses activities like freight
transportation, warehousing, material handling, protective packaging, inventory control, order
processing, marketing, forecasting and customer service.

Fierce competition in today’s global market, the introduction of products with short life
cycles, the heighten expectations of customer and the cost cutting measures have forced business
enterprise to focus attention on logistics industry. Historically, the logistics sector was clearly
separated and restricted mainly to transportation and warehousing. The logistics management in
today’s world however, covers all the aspects of value chain including an efficient integration of
transportation, distribution, warehousing, reverse logistics, value added services such as payment
collection, packaging, documentation, customer brokerage facilities, kitting, repair management,
reconfiguration etc. The developments of state-of-the- art IT in recent years have further had
remarkable implications for the logistics industry.

Various surveys have been conducted to estimate the logistics activities as a percentage
of whole production value, and it is found that between 12 and 20% of the final retail price of
current consumer goods is associated with logistics cost. (The three major cost components of
logistics operations are inventory carrying, transportation and administration.) Logistics industry
represents a significant part of the economy, as they generally constitute between 10 and 15% of
the GDP of a country. The European market for logistics industry can be categorized as matured
and crowded with several globally strong logistics players. The 3PL penetration rate in Europe
is also estimated to be high, at 10%. It is estimated that about 11.6 million jobs are involved in
logistics in this region. Having such matured market, there is only limited scope for new entrants
in Europe. In the US, the European players have started establishing strong US networks. The
US appears as the home ground of global giants of logistics players, with a reported 3PL
penetration rate of 8%. In 2000, total business logistics costs exceeded US$ 1 trillion and
accounted for 10.1% of the country’s GDP.

CHARACTERISTICS OF LOGISTICS

When it comes to picking the best candidate from among logistics companies, one has to
look out for a few characteristics . Let us check out a few aspects to look out for in a logistics
providers that make them successful

Good communication

Flourishing logistics companies emphasize the importance of communication in

facilitating a successful customer relationship. They understand the nature of their clients and
make sure to follow up throughout the service process.

Flexibility

Excellent logistics companies will provide a tailor-made plan as per unique customer
accommodate changes hand in hand with the transforming business environment.
Technology

First-rate logistics companies have a technological edge over its competitors. They can
automate processes, track results, catch errors and provide efficient and effective order
management through their sophisticated systems. These organisations are also open to
integrating the latest available technology to ensure class apart services.

Human resource

A strong employee base often reflects the capability of a company. Service providers
having specialised employee base to cater to your needs prove beneficial in the long run. A
committed and knowledgeable workforce makes sure that all legalities and regulations are met
with at the right time.

Experience and financial stability

Financial stability, as well as relevant experience, is an important aspect when it comes to

estimating the performance of a provider. Past relationship completion success rates also
provide an insight into the capacity of a company. Experienced companies are incessantly on top
of their entitled operations.

INVENTORY CARRYING COSTS:

The major cost components are interest charges, taxes, obsolescence, depreciation,
insurance and warehousing. The inventory-carrying rate for the past 40 years has remained
relatively steady at about 25%, except for periods of recession when the rate increased to above
30%.

TRANSPORTATION COSTS:

In the US, the trucking industry has accounted for the bulk of the transportation costs,
with inter-city trucking as the key contributor.
ADMINISTRATIVE COST:

This cost is attributable to logistics administration and it accounts for less than 5% of the
total logistics costs.

TRANSPORTATION:

Transportation is an essential and a major sub-function of logistics that creates time and
place utility in the supply chain management. Transportation is also the largest component in the
logistics cost. In India, about 40% of the logistics cost is due to transportation alone. The major
infrastructure required for moving goods in India involve the active roles of roads, railways,
ports and shipping, and airports all of which are either managed or regulated by the government.

Warehousing:

Warehouse management is one of the critical components of supply chain that ensures
the products are properly handled, stored and delivered. In India, warehousing industry is mostly
dominated by state warehousing corporations and public sector undertakings such as Central
Warehousing Corporation (CWC), Punjab State Warehousing Corporations (Conware) and
others. The CWC is the largest warehouse operator in India which operates across the country
through 444 warehouses and provides storage capacity of 7.3 million tonnes for a wide range of
products.

Distribution:

The large distances, inhospitable terrain, poor highway infrastructure, an over-stretched

railway network and a myriad of state and central excise laws are among the challenges faced by
logistics players in India in the distribution of goods within the country. As a result, the delivery
process at times takes longer period and is expensive and can be unreliable too. However there
have been efforts in this area with some logistics players trying to set up complex distribution
models using multimodal means of transportation to achieve which achieve right balance
between cost and, efficiency and reliability.
Freight forwarding:

The freight forwarders in India are typically described as an agent who arrange the
transportation and prepare shipping documents. However, today their role have changed and
they are expanding their service port folios by offering more services including port handling,
chartering, custom broking, project management, packing and moving, road and rail
transportation, through bill of lading and air freight import and export services. Due to their
ability to manage international freight movement through air and sea freight, there are increasing
chances for freight forwarders to become full-fledged logistics service and solution providers.

Value added services:

Besides the prime logistics functions above, logistics players in India are also providing
value added services as a strategy to stay competitive in the logistics industry. Among the value
added services provided by many players today includes kitting, packing, repacking into various
sizes, labelling, light assembly, consolidation and cross-docking, and among the value added
services provided in the overall supply chain processes are order processing, inventory
management, payment collection, insurance, tax management, reverse logistics and information
management.

Services Logistics Service Providers

Transporters GATI
TCI
Dynamic Logistics

Express cargo and courier operators DHL

FedEx
Elbee

Freight Forwarders AFL

Alpha Cargo Express Pvt Ltd
Air & Sea Cargo System
Container companies CONCOR
Maersk

Ltd
Shipping Agents Maersk
P&O Nedlloyd
APL

Warehouse providers Central Warehousing Corporation

Associated container terminals Ltd
(ACTL)

LOGISTICS INFRASTRUCTURE IN INDIA

Transportation is a key element in a logistics infrastructure. Adequate capacity and reliability of

transport infrastructure and services are important factors which contribute towards the ability of
the country to compete in the field of international trade and attract foreign direct investment. It
is necessary for the country of the size of India to create a policy that encourages competitive
pricing and coordination between alternative modes in order to provide an integrated transport
system that assures the mobility of goods at maximum efficiency and minimum cost.

As for India, its infrastructure can be viewed as a major hindrance to the logistics business.
Despite being a large country with a landmass of 3.29 million square km, the Indian
infrastructure comprising roads, railways, seaports and airports is considered very poor as
compared with other developed and developing countries. The poor infrastructure and
inefficient transport services result in inefficient movement of freight and delays resulting in
enormous amount of time, and therefore money. Such inefficient and unreliable transport and
logistics systems make the country’s export less competitive. The overall Indian infrastructure is
rated 54th among the 59 countries in comparison to other developing countries.
Roadways

With about 3.3 million kms of roads, India has the third largest road networks in the world which
is connected mainly through national highways and state highways. Other types of road network
include district roads, rural roads, urban roads and special purpose roads (for military, port and
etc). Road is also the dominant mode of transport which accounts for 68% of freight movement
in India. Trucks are the most widely used mode of transportation in India. At present, around
1.5 million trucks operate on the Indian roads and the number of trucks increases around 10% a
year.

Despite having one of the extensive road networks in the world, India has long suffered a
capacity shortage due to poor road quality. More than 25% of national highways and 50% of
state highways are in poor surface conditions and congested. The major economic centres are
not linked by expressways. Most national highways are double-lane or single-lane, with a mere
2% being four-lane or higher standard

Railways

Introduced in 1853, Indian Railways (IR) which is a government monopoly is the second
largest railway network in the world under a single management. The IR network is spread over
the route length of 63,028 kms, 24% of which is electrified and covers 6,853 stations with
42,570 coaches. Over the past 50 year, IR has experienced significant growth in both the traffic
and passenger traffic. For example, in 1950-51, IR carried 100 passengers per kilometre and 100
net tonnes per kilometre, and in 2000-01, these figures increased to 614 and 715 respectively.

The containerized freight movement by rail in India is provided by Container Corporation

of India Ltd (CONCOR). Incorporated in 1998 CONCOR provides multi-modal logistics
support for the country’s domestic trade and commerce, with 44 out of 51 of the CONCOR
terminals are linked by rail network. Railways are considered a relatively cheaper mode of
transport and are used mainly for transporting bulk traffics over long distances. About 89% of
its freight traffic is contributed by major commodities such as coal, fertilizers, cement, petroleum
products, food grain, finished steel, iron ore and raw material to steel plants. The balance 11% is
other commodities moving in bulk and containers.
 The rail infrastructure in India has slow average speed of freight movement and low
average wagon turnaround time. Freight trains run at the 23 km an hour, though it is expected to
move at 40 to 50 km an hour. Wagon failure on the other hand, causes the train failure which
results in 20% loss of line capacity. More importantly, in terms of freight rates, railways have
out-priced themselves in the transport market, making the transport option uncompetitive, and
thereby resulting in the diversion to other modes of transport. In addition, the system of variable
freight rates depending on the class of commodity has further discouraged some of the industries
from using rail transport. As a consequence, the rail infrastructure is rated 25th among the 59
developing countries.

Seaports

India, with a vast coastline of 7,517 kms handles 95% of India’s foreign trade through its
seaports. It has 12 major ports and 184 other (minor and intermediate) ports. Among the minor
ports are located in Gujarat, Maharashtra, Goa, Karnataka, Daman & Dui, Kartanaka, Kerala,
Lakshadweep, and Andra Pradesh.

The major ports are governed by the Major Port Trust under the control of Central
Government, while the minor ports are under the jurisdiction of their respective state
governments. The major ports accounts for about 75% of total port traffic, with an annual
average growth of 6.6% in 1990s.

Major Port Traffic handled (million tonnes) Visakhapatnam 46.00 Kandla 40.63 Madras
33.70 Haldia 28.55 JNPT* 26.83 Bombay 26.53 Paradip 23.93 Mormugao 23.65 New
Mangalore 21.43 Tuticorin 13.30 Cochin 13.00 Ennore 8.48 Calcutta 7.20 Traffic handled by
major ports in India (2002-03) Source: Ports & Logistics Industries in India, Jawaharlal Nehru
Port Trust

The main commodities handled at major ports in India are petroleum products, coal, iron,
ore, containerized cargo, fertilizer and raw material. Container traffic specifically has shown an
impressive growth in the last few years, with growth rates of over 10% annum. Despite this
growth rate, India’s container ships make up only 1.5% of the country’s total shipping capacity,
far below the 10% of the global capacity. This depicts the low containerization in India when
compared to the global trend in containerization. Over 75% of the container throughput in India
of 2.88 million TEUs is handled by the JNPT, Madras and Bombay ports. The highest growth
however is seen in the food grain commodity, which has doubled in 2001-02.

Airports

Airports in India are managed by Airport Authority of India (AAI), under the central
government. The country has six international airports- Delhi, Bombay, Calcutta, Madras,
Trivandrum and the newly upgraded Bangalore airport. The location of major and some minor
airports in India .The air cargo carried by airways usually constitutes high value goods such as
computers, microprocessors, electronics and optical equipment, precision instruments and
perishable foodstuffs. The total air cargo throughput for international and domestics freight in
India. The total freight for 2002-03 depicts a remarkable growth of 15% compared to the
previous year, with about 66% of the total cargo being international traffic and the reminder 34%
of domestic traffic. Substantial increase in the traffic can be witnessed ever since the Cargo
Open Skies Policy was formulated in 1990.

The air cargo service was also the first to be liberalized. The increased participation of
private operators, air express and other cargo movers, and the need for efficient and timely
delivery of door-to-door cargo have further fuelled the aviation sector in India. The traffic at the
major international airports in India is presented. The six major airports accounts for 88% of the
total air cargo traffic in India. Delhi and Bombay are the two main airports in India and each is
well connected with the rest of the country in a regional hub.

With the increasing movement of goods through air, there is a continued need for the
upgrading and modernization of air traffic services in India. Currently, the quality of Indian
airport is rated 40th among 59 countries. Industry players note that only few airports have
adequate facilities to handle goods requiring cold storage. Existing domestic airports requires
critical infrastructure improvements, namely in the areas such as air traffic control,
communication, navigation, ground handling and air terminal. It is also estimated that the
present infrastructure can support the rise of only 10% growth in cargo, indicating a possible
saturation of Indian airports.
 Indian government has announced its decision to upgrade the international airports at
Delhi, Bombay, Madras and Calcutta. The government is also in the process of corporatizing the
major airports and inviting the involvement of the private sector in their management. There are
ongoing initiatives in privatization of two major carries in India - the Indian Airlines and Air
India.

FOREIGN DIRECT INVESTMENT (FDI) IN INDIA

In order to boost the growth of different industry segments in India, the country
welcomes Foreign Direct Investment (FDI) in virtually all the sectors, except in defense, railway
transport and atomic energy (FDI is not permitted in these industrial sectors). FDI in India is
permitted through financial collaborations, joint ventures and technical collaborations, and
through private placements or preferential allotments. FDI provides opportunities to the
different industries in India for technological upgradation, gaining access to global managerial
skills and practices, optimizing utilization of human and natural resources and competing
internationally with higher efficiency. In addition, FDI is central for India’s integration into
global production chains, which involve production by multinational corporations spread across
locations all over the world.

Manufacturing sector Infrastructure sector Service sector

Cars and motor Electricity Generation Advertising and films

vehicles (except Atomic Computer related
Refrigerator and fire energy) services
fighting equipments Electricity Research and
Food processing Transmission development services
Electronic Hardware Electricity Distribution Construction and
Iron and steel Mass Rapid Transport related engineering
Private Oil Refineries System services
Agriculture tools and Roads and Highways Pollution control and
implements Toll Roads management services
Fertilizers and Vehicular Bridges Urban Planning and
pesticides Ports and Harbors landscape services
Pollution control Hotel and tourism Architectural services
equipments Health related and
Tyres and tubes social services
Packaging products Travel related services
Construction Maritime transport
Machinery services
Domestic air Internal waterways
conditioners transport services
Electric motors, Road transport services
industrial electric
furnaces
Mining and Querying
Machinery
Steam engines and
turbines
Non-metallic mineral
products
Rice, oil mill
machinery
Chemical machinery
Drugs and
pharmaceuticals except
those requiring
industrial licensing
Medical equipments
 The foreign players are preferred over domestic players due to reasons that they are ahead
of domestic players in terms of IT and communication infrastructure and they have the expertise
in the logistics operational issues. In addition, foreign 3PL service providers follow standardized
operations and have larger coverage of international network. Basically, the emergence of
foreign logistics 3PL companies in India has made domestic logistics 3PL companies more
competitive. However, some local shippers enjoy the lower price and local knowledge and the
huge domestic network coverage offered by the local 3PL providers. Moreover it would seem
that a good relationship with the central and local government helps to ensure smooth logistics
process within the country.
1.4 COMPANY PROFILE

MSA SHIPPING (PVT) LTD

MSA Shipping private limited is a Private Company incorporated on 13 JUNE 2008 .

It is classified as Indian Non-government Company and is registered at Registrar of Companies,
Chennai. Its authorized share capital is Rs. 5,00,000 and its paid up capital is Rs. 5,00,000.
Annual general meeting was last held on 30 September 2017 and as per records from Ministry of
Corporate Affairs, its balance sheet was last filed on 31 March 2017.

MSA Shipping private limited corporate identification Number is (CIN)

U6301TN2008PTC068185 and its registration number is 68185 . Its email address is
info@msashipping.com and it registered address is NEW NO. 49, OLD NO. 26, MOUALA
MANOR, 3RD FLOOR CORAL MERCHANT STREET PARRYS, CHENNAI – 600 001,

BRIEF

A group which has got a reputation in it’s own field, and maintaining it’s integrity from
inception to date. MSA shipping (pvt) ltd., is a privately owned and operated total
international transportation provider based in sri lanka, having it’s own offices in India
and Malaysia.
A humble beginning, with a great expectation, MSA Shipping (pvt) ltd was formed in
India to cater the demand and fulfil as a real international transportation organization.
 MSA Shipping is proud enough to be what it is today in the Indian market and facing all
competition with professional thinking.
MSA’s branch offices are strategically located at 10 locations, keeping Tuticorrin as it’s
India Head Office.
Positive thinking, Professional approach, dedicated staffs and financial strength meets
together in form of MSA’s thinking.
Our believe is our MOTO

COMPANY NAME : MSA SHIPPING PRIVATE LIMITED

CIN : U63010TN2008PTC068185

COMPANY STATUS : ACTIVE

ROC : ROC – CHENNAI

REGISTRATION NUMBER : 68185

COMPANY CATEGORY : COMPANY LIMITED BY SHARES

COMPANY SUB CATEGORY : NON-GOVT COMPANY

CLASS OF COMPANY : PRIVATE

DATE OF INCORPORATION : 13 JUNE 2008

LISTING STATUS : UNLISTED

NUMBER OF EMPLOYEES : 174

AGE OF COMPANY : 11 YEARS, 3 MONTH , 4DAYS..

BRANCHES : COLOMBO, TUTICORIN, CHENNAI, MUNDRA,

COIMBATORE, COCHIN, HYDRABAD, MUMBAI, AHMEDABAD, TIRUPUR, DELHI,
MALAYSIA.
 DIRECTORS:

MANSUR SAKINA (REG. NO. 02068722)

ABBAS NOORUDIN MANSUR (REG. NO. 02068741)

HUSSAIN MANSUR ABBAS (REG. NO. 06708924)

ACTIVITY : Supporting and Auxiliary transport activities, activities of travel agencies

MSA ‘s branch offices are strategically located at 10 location, keeping,

Tuticorin as it’s India Head offices.

ABOUT US

We are part of MANCO GROUP of Companies, which has been in the field of Travel, Leisure,
Import / Export, Manufacturing & Marketing. A Group which has got a reputation in it’s own
field, and maintaining it’s integrity from inception to date."

● MSA Shipping (Pvt) Ltd., is a privately owned & operated Total International
Transportation provider based in Sri Lanka, having it’s own offices in India & Malaysia.
● MSA strives the maximum to be an actual partner for our valued customers and overseas
partners, our innovative solution and transparency have and will help the actual needs of our
customers and partners.
● MSA's employment pattern have helped to employ some of the best experienced staffs in
the field of International Transportation, we educate the staffs of the new trend to meet the
future needs of the valued customers & our overseas partners.
● MSA's aim has never changed and will never change to provide and to meet the
complete aspect of providing a truly End to End Transportation solution, locally and
Internationally.
WHAT IS OUR VISION?

"we believe ourselves to be the premier provider in cargo forwarding and logistics solutions in
Sri Lanka. Our efficiency, productivity, and speed of execution is our success story. we are
highly trained, motivated and committed to deliver the highest standards of excellence in
everything we do while delivering profitable business growth... we always value our customers,
our agents and our partners."

"MSA Shipping always makes sure to provide efficient, effective and reliable logistics solutions
to achieve total customer satisfaction. our only aim is to develop productive long term business
relationships with our customers. we are ensured to build a work atmosphere of mutual respect
and teamwork with a system of recognition and rewards focused on results and right behavior.
Our staffs are well trained and value enhanced to ensure high performance through the highest
degree of professionalism and intergrity. We shall mold an organization composed of highly
competent people and driven by superior technoly... FOR OUR INVESTORS AND BUSINESS
PARTNERS

We commit to achieve a return of investment that will ensure consistent leadership

profits and growth of our organization."
OCEAN FREIGHT
We Provide Every Service You Need

Ocean freight import

Efficient and reliable import handing.

Ocean freight export

One of thee leading forwarders and transportation service providers in Sri Lanka.

Export packing and crating

We always makes sure that every consignment arrives in the same condition as it was
sent.

Moving Along the right line

We deliver your cargos to and from almost any point of the world.
We can help you to choose the most reliable and cost-effective sailing routes from Sri
Lanka to any destination worldwide. MSA offers the most efficient handing, storage,
clearance and delivery of transhipment from door to door.

AIR FREIGHT

Delivering almost any part of the world

Our airfreight professionals are ready to deliver your cargoes to and from almost any point of the
world.
 We bring you a full service freight forwarding and total logistics solutions. Whether there is a need for consoli

LOGISTIC SOLUTIONS

Land transportation MSA shipping (pvt) ltd has all necessary resources to supplement our
DOOR-TO-DOOR service

We are always being customer driven. We offer our customers the most cost-effective regional and local ware
MULTIMODAL SERVICE
 Being our clients’ transportation consultant, MSA Shipping (Pvt) Ltd always provides the most cost effective so

NVOCC

Today, MSA Shipping (Pvt) Ltd has become a quality provider of comprehensive and reliable services for cargo

WAREHOUSING & DISTRIBUTION

Cost – effective regional and local warehousing and distribution service.

nal and local warehousing and distribution services. Through our professional associated partners in the field, our customers ca
CARGO INSURANCE

The Marine Insurance offerings available from MSA Shipping (Pvt) Ltd present a wide array of
options to our customers. Our company has secure relationships with Insurance Underwriters &
Brokers. These contracts provide us with the means to offer customers unsurpassed insurance
coverage & optimal service.

PROJECT CARGO

MSA Group Have experiences in handling project and break bulk cargo as shipping agent, ship
brocker and freight forwarder. currently, we do transship via coombo, deliver heavy project
cargo and OOG cargo from Middle East, Far East, Indian Subcontinent. Through the long and
solid experiences, we are confident to handle project and break bulk cargoes to any destination to
the satisfaction of our valued customers.

FASHION LOGISTIC
 From varying styles to changing seasons, EFL has successfully served some of the largest
designer labels in the world. Our ability to meet on time deliveries and provide direct to store
requirements has enabled us to become one of the most desired forwarders in Asia, the home of
apparel sourcing.

AGENCY DEPARTMENT

MSA Shipping expanding

Our strong network of agents can help you speed up your cargo...

MSA Shipping operates as agents from ports of colombo, Galle, Hambantota and Trincomalee.
Our offshore units can supply your ships while passing south of Sri Lanka.

We mainly provide services in the following.

1. Port Agency
2. Crew Supplying & Handling
3. Sea Marshall Supplying
4. Ship Engineering & Repair Works undertaken by qualified competent engineers
5. Consulting in all marine matters
6. Brokers can be supplied both inport and offprot limits. Cheapest quotes available 180 CST,
380 CST, MD00 and Intermediary grades.

we make our best efforts to satisfy our customers' requirements in a professional and efficient
manner.

30
COMPETITORS :

In a world of competitions, the company has a host of competitors. They are:

Sical logistic ltd

e-ship global logistics

Dhana logistics

World wide logistics

Tvs supply chain solution ltd

Broekman logistics India pvt ltd

expo freight pvt ltd

transocean empress logistics

atlas logistics

falcon freightlink
 1.5 Statement of the problem

To provide excellent service, an organization needs to exceed customer expectations. An

important factor in providing good service is to keep promises always and not to guarantee
things that cannot be delivered. Since customer satisfaction has been considered to be based on
the customer’s experience on a particular service encounter, it is in line with the fact that service
quality is a determinant of customer satisfaction, because service quality comes from outcome of
the services from service providers in organizations. Though customer satisfaction has a great
importance for the growth and existence of an organization.

Thus, the researcher were tried to assess the “factors that affect” customers’ satisfaction on
provided by MSA shipping
 1.6 OBJECTIVES OF THE STUDY

• To identify the demographic profile of customer.

• To examine the customer expectations in MSA Shipping

• To study the relationship between the customer & transporter and to know the factor of
perception.

• To investigate the major factors that impact customer satisfaction towards MSA Shipping
Logistics.

• To identify the problems, inconvenience of customer satisfaction in the logistics sector

and to come out with solution for the problem.
 1.7 IMPORTANCE OF THE STUDY

• Companies should make it a practice to ask their customers whether they have been able
to meet or exceed their expectations through the products or services
and customer service.

• Customer satisfaction plays an important role within your business.

• Not only is it the leading indicator to measure customer loyalty, identify unhappy
customers, reduce churn and increase revenue

• It is also a key point of differentiation that helps you to attract new customers in
competitive business environments.
 1.8 NEED FOR THE STUDY

When your customers get in touch with customer service, they want empathy and

understanding from the people assisting them. From pricing to terms of service to contract

length, customers expect fairness from a company. Pricing should be important to you for

revenue, but also it’s important to your customers. They need the pricing to be fair.Customers

continually suggest they would be happy paying more for a product if it meant it would

improve the level of customer service. So you need to think how to meet customer

expectations.
 1.9 SCOPE OF THE STUDY

This study covers the extent of customer satisfaction regarding various service
dimensions rendered by the MSA Shipping. In the prevailing globalized economic scenario the
consumers have ample opportunities to select any company for safety and delivery of cargo. In
an acutely competitive atmosphere it is important and challenging for the retailers to attract the
customers to sustain and to promote their business. Among the various aspects that build the
rapport with the customer and keep them in their fold, service quality is much more important
than the technical or safety of product quality. Hence the present study aims at bringing out the
various aspects concerned with customer satisfaction which would surely serve a purpose for
retailers to work out their service quality with regard to the various dimensions such as tangibles,
reliability, responsiveness, assurance and empathy.
 1.10 Main limitations of customer satisfaction (CSAT)

 The study is limited only to the visitors of MSA Shipping.

 Expected versus delivered value is being measured – CSAT is NOT necessarily a
measure of overall value or quality of the firm and its offerings
 High CSAT scores may be simply a reflection of low expectations of the firm
 High CSAT scores may not deliver increased profitability (and may even have a
negative financial impact – primarily due to the firm over-delivering increased customer
value)
 Many customers are in hurry while giving their response so they might not be able to
give genuine Responses.
 CHAPTER II

REVIEW OF LITERATURE

1. Ieva, M. K., Aranskis, A., & Michail, L. (2014) 1. Consumer satisfaction with the quality
of logistics services. Social and Behavioral Sciences , 330 – 340. This article analyses
customer satisfaction with logistics services; however, considerable attention is paid
specifically on their quality. This activity is part of service industry, whose main feature
is that the origin of a service is caused by consumer demand and its recognition – by
customer satisfaction.

2. Krisjanis, A., & Baiba, R. (2014)2. The car aftersales market development trends in the
new economy. Social and Behavioral Sciences , 341 – 352. The new economy is
characterized by knowledge, information and communication. One of its elements is e-
commerce. New entrepreneurship models and new terms have originated in the car after
sales market: B2C (Business to Customer) online sales, car service online portals, M2M
(Machine to Machine) communication, car sharing services, e-mobility, connected car. A
car starts more and more to resemble a computer on wheels.

3. Abdul, G. A., & Rehman, A.-u. ( 2014)3. IMPACT OF CUSTOMER SATISFACTION

ON BRAND LOYALTY- AN EMPIRICAL ANALYSIS OF HOME APPLIANCES IN
PAKISTAN. British Journal of Marketing Studies , Vol.2, 18-32. Customer satisfaction
and brand loyalty have been addressed as marketing goals for many companies.

1
Ieva, M. K., Aranskis, A., & Michail, L. (2014). Consumer satisfaction with the quality of
logistics
2
services. Social and Behavioral Sciences , 330 – 340
Krisjanis, A., & Baiba, R. (2014). The car aftersales market development trends in the new
economy. Social and Behavioral Sciences , 341 – 352
Abdul, G. A., & Rehman, A.-u. ( 2014)3. IMPACT OF CUSTOMER SATISFACTION ON BRAND
3

LOYALTY- AN EMPIRICAL ANALYSIS OF HOME APPLIANCES IN PAKISTAN . British Journal

of Marketing Studies , Vol.2, 18-32
 Marketing professionals consider loyalty to be a multidimensional phenomenon. Despite
the findings of many researches that satisfaction has a significant favorable impact.

4. Shahrukh, M., & Subhash Chawla, a. P. (2017)4. A study on customer satisfaction

towards footwear in Bilaspur city. Research Journal of Management Sciences , Vol. 6(5),
44-49. Customer footwear selection according to the need and demand is the major
analytical target of this study and make a proper result to its demonstration according
customer satisfaction. The objective of this research paper is to evaluate facto that have a
significant influence on footwear selection and customer satisfaction

5. Neha, J. (2012)5. A Study on Customer Preference and Satisfaction towards Restaurant in

Dehradun City. Double Blind Peer Reviewed International Research Journal , 39-46.
India is in the midst of the restaurant revolution. The revenues hotel and restaurant
industry in yr.2006-2007 increase of nearly 22 %...The eating habits of people are
changing; the style of cooking and the ingredients used increased the popularity of Indian
food all throughout. Indian food had experienced a tremendous change; people started
following cooking style and adopted eating habit according to their religion. At present
Indian food is recognized all over the country...service quality is an attitude or global
judgment about the superiority of a service, industries must achieve a quality service the
exceed customer, expectation.

6. Mauro, S., & Su, A. F. (2012, July 9-11) 6. The impact of logistics service performance on
customer satisfaction and loyalty in Brazilian chemical industry. Guimarães, Portugal ,
ID178.1-ID178.6. This study aims to present the cross-cultural adaptation process of the
constructs logistic service, satisfaction and loyalty to the Brazilian culture and to

Shahrukh, M., & Subhash Chawla, a. P. (2017) 4. A study on customer satisfaction towards
4

footwear in Bilaspur city. Research Journal of Management Sciences , Vol. 6(5), 44-49
Neha, J. (2012)5. A Study on Customer Preference and Satisfaction towards Restaurant in
5

Dehradun City. Double Blind Peer Reviewed International Research Journal , 39-46.
Mauro, S., & Su, A. F. (2012, July 9-11) 6. The impact of logistics service performance on
6

customer satisfaction and loyalty in Brazilian chemical industry. Guimarães, Portugal , ID178.1-

39
ID178.6

40
 investigate their content validity and reliability. This process included the steps of
translation, back translation, review by expert committee and pretesting. The final
constructs were applied to 148 respondents from the chemical industry. The study
suggests that the constructs of logistics service, satisfaction and loyalty are reliable and
valid measures for the Brazilian culture.

7. Walton, S. (2008, January)7. Customer Satisfaction with regard to the Service Quality of
Departmental Stores. Organized retailing in India , 44-49. The secret of successful
retailing is to give your customers what they want. And really, if you think about it from
your point of view as a customer, you want everything: a wide assortment of good-
quality merchandise; the lowest possible prices; guaranteed satisfaction with what you
buy; friendly, knowledgeable service; convenient hours; free parking; a pleasant
shopping experience”.

8. Kabu, K., & Soniya, M. ( 2017, November) 8. CUSTOMER SATISFACTION AND

CUSTOMER LOYALTY. Trivsel siivouspalvelut . Customer loyalty and satisfaction is
vital for modern day business for two main reasons. First, customers are scarce resource
it is far easier to obtain from an old customer than from a new one. Second, customer
loyalty and satisfaction has a positive effect on the profitability revenues of the company
(Rosenberg & Czepiel 2017.)

9. Nandhini, B., & Isswarya. (2017)9. A COMPARATIVE STUDY ON CUSTOMER

SATISFACTION BETWEEN AMAZON AND FLIPKART . IJARIIE-ISSN(O)-2395-
4396 , 3632-3636. E-commerce is anything that involves an online transaction. E-
commerce (electronic commerce or EC) is the buying and selling of goods and services

Walton, S. (2008, January)7. Customer Satisfaction with regard to the Service Quality of
7

Departmental Stores. Organized retailing in India , 44-49.

Kabu, K., & Soniya, M. ( 2017, November) 8. CUSTOMER SATISFACTION AND
8

CUSTOMER LOYALTY. Trivsel siivouspalvelut

Nandhini, B., & Isswarya. (2017)9. A COMPARATIVE STUDY ON CUSTOMER
9

SATISFACTION BETWEEN AMAZON AND FLIPKART . IJARIIE-ISSN(O)-2395-4396 , 3632-

3636.
 on the Internet, especially the World Wide Web. By integrating various online
information management tools using Internet, various innovative companies have set up
systems for taking customer orders, facilitate making of payments, customer service,
collection of marketing data, and online feedback respectively. The major findings of the
study is that majority of the customers are satisfied with Amazon.

10. Radhika, D. S., & K, S. (2011)10. A Study on Customer Satisfaction with Reference to
Product Characteristics and Services of SchwingStetter India Private Limited. Opinion ,
Volume 1, 58-63. The objectives of the study were to identify the satisfaction level of the
customers dealing with the Schwing Stetter India Private Limited. The difficulty
encountered while conducting the survey was time constraint, and difficulty in getting
appointments with customers.

11. Santhi, D. A. (2017)11. A Study on the Customer Satisfaction towards Online Shopping.
IOSR Journal of Business and Management , 19, 12-16. This study titled “A Study on
Customer Satisfaction towards Online Shopping in Tirupati Town” has been undertaken
to understand the factors influencing customers’ online shopping decisions and how these
factors affect customer satisfaction. The results of this study may be of great use to
businesses which are looking to expand into or venture into the online shopping
environment.

12. KUMAR, V. V., & GOPINATH, s. (2019) 12. A STUDY ON THE CUSTOMER
SATISFACTION TOWARDS AMAZON. Journal of Emerging Technologies and
Innovative Research , 6, 608-614. The study focused on the purchasing pattern of the
consumers, to evaluate the satisfaction level of services provided by Amazon, Customer
loyalty is usually viewed as the power force of the relationship between the attitude of

Radhika, D. S., & K, S. (2011)10. A Study on Customer Satisfaction with Reference to Product
10

Characteristics and Services of SchwingStetter India Private Limited. Opinion , Volume 1, 58-63
Santhi, D. A. (2017)11. A Study on the Customer Satisfaction towards Online Shopping. IOSR
11

Journal
12
of Business and Management , 19,
12
12-16
KUMAR, V. V., & GOPINATH, s. (2019) . A STUDY ON THE CUSTOMER SATISFACTION
TOWARDS AMAZON. Journal of Emerging Technologies and Innovative Research , 6, 608-614.

41
 individual's relative and repeat patronage. Customer can buy anything from online such
as books, household's product, toys, hardware and software etc.

13. Apostolos, G. N., & Evangelos, T. (2013)13. On the relationships between logistics
service deliverables, customer satisfaction and loyalty in industrial supply chains . J.
International Business and Entrepreneurship Development , 7, 63-80. This study aims at
identifying the main dimensions of logistics service quality (LSQ) and analysing their
effects on satisfaction and loyalty in B2B settings. Finally, several implications of the
findings are discussed and further research directions are provided.

14. Eappen, T. (2017)14. Impact of value co-creation on logistics customers’ loyalty. Journal
of Global Operations and Strategic Sourcing , 10, 1-34. This article examines the
influence of value co-creation by external and internal stakeholders of logistics service
organizations on both customer loyalty as well as superior service solutions – This study
indicates that coordinated efforts to create value by external and internal stakeholders to
achieve superior service solutions have a strong impact on creating loyalty among
customers.

15. Andrea, C., & Alex, D. (2015)15. The impact of logistics solutions on customer
satisfaction: an exploratory qualitative study of manufacturing companies. italian journal
of management , 33, 255-270. Analysing and coding the answers of the managers led to
the identification of five theoretical categories of logistics solutions to increase customer
satisfaction. Categories such as ‘Supplier with innovative logistics knowledge and skills’,
‘Green logistics solutions’ and ‘Lean and agile solutions’ were deemed the most

Apostolos, G. N., & Evangelos, T. (2013)13. On the relationships between logistics service
13

deliverables, customer satisfaction and loyalty in industrial supply chains . J. International

Business and Entrepreneurship Development , 7, 63-80.
Eappen, T. (2017)14. Impact of value co-creation on logistics customers’ loyalty. Journal of
14

Global Operations and Strategic Sourcing , 10, 1-34.

Andrea, C., & Alex, D. (2015)15. The impact of logistics solutions on customer satisfaction: an
15

exploratory qualitative study of manufacturing companies. italian journal of management , 33,

255-270.
 important with regards to impact on satisfaction, whereas ‘Reverse logistics solutions’
and ‘Sharing ICT and logistics performance measurement system’ were considered less
important.

16. Prasanta, K. P., & Biranchi, S. N. (n.d.)16. A STUDY ON CUSTOMER SATISFACTION

& SERVICE GAPS IN SELECTED PRIVATE, PUBLIC & FOREIGN BANKS.
Currently, banking in India is generally fairly mature in terms of supply, product range
and reach-even though reach in rural India still remains a challenge for the private sector
and foreign banks. The paper describes some conclusions of significance for retail
banking in particular, and service providers in general.

17. Sharmin, W. (2012, November)17. Customer satisfaction in business: a case study of

Moon Travel Ltd, Finland. 50. The research revealed that the current service level of
Moon travel can be judged as positive and customers are very satisfied with the service
they have received, it is recommended that the company should improve its’ service
environment, implement staff training, and adjust the price of the service, as well as
conducting regular advertising campaigns to attract new customers and to inform exiting
customers about special offers and upcoming events.

18. Ramees, R. .., & Safeena, P. (n.d.)18. Customer Needs and Customer Satisfaction.
Equipping Fisherwomen Youth for Future , 259-261. The customer’s situation and need
together with the right offering of products leads to high customer satisfaction and in turn
a better running business. Bridging the gap between a firm's internal quality
improvements and external measures of customer needs and satisfaction is an important
aspect for the success of a business

16
Prasanta, K. P., & Biranchi, S. N. (n.d.)16. A STUDY ON CUSTOMER SATISFACTION &
SERVICE GAPS IN SELECTED PRIVATE, PUBLIC & FOREIGN BANKS
Sharmin, W. (2012, November)17. Customer satisfaction in business: a case study of Moon
17

Travel Ltd, Finland. 50.

Ramees, R. .., & Safeena, P. (n.d.)18. Customer Needs and Customer Satisfaction. Equipping
18

Fisherwomen Youth for Future , 259-261.

 CHAPTER - III

3.1 RESEARCH METHODOLOGY

RESEARCH:

Research is an inquiry or an investigation with a specific purpose to fulfil, it helps in

clearing the various doubtful concepts and tries to solve or explain the various unexplained

procedures

RESEARCH METHODOLOGY:

Research Methodology is a way to find out the result of a given problem on a specific

matter or problem that is also referred as research problem. In Methodology, researcher uses

different criteria for solving the given research problem. Different sources use different type of

methods for solving the problem. If we think about the word “Methodology”, it is the way of

searching or solving the research problem.

RESEARCH DESIGN:

A detailed outline of how an investigation will takes place. A research design will

typically include intended means for analyzing data collected. For this empirical research, the

researcher was followed descriptive design; as the study attempts to describe the fact which are

exist at present in MSA SHIPPING in Chennai.

SAMPLING METHOD:

The nature of this study demanding an in depth investigation .The sample unit thus

planned accordingly. Hence, here the researcher followed convenience sampling method and the

Questionnaire instrument was used for collect the first hand information from the respondents.
SAMPLING SIZE:

The sample unit for this study was the MSA Shipping customers, the sample size was

calculated on the basis of time taken for data collection and the number of the respondent could

able to meet in a day using and finally arrived 100 as proposed sample size further the sample

size was predetermined collected, analysed and interpreted accordingly.

3.2 DATA COLLECTION:

The study comprising Mixed Data Method and the relevant data was gathered through

both Primary and Secondary sources.

Primary Data:

Primary data is collected in the form of structured questionnaire. It consists of a series of

questions printed in a definite order on a set of forms, where the respondents can read and

understand as well as respond the questions themselves. More importantly by avoiding the bias

the respondents were treated with at most freedom to respond the questions on their own and

according to their state of mind.

Secondary Data:

The secondary data for this study was collected from various books, journals, reports

from company and relevant websites etc.

PERIOD OF THE STUDY:

The relevant data were collected from the period of June and July 2019.
Statistical tools:

 Simple Percentage (or) Descriptive Analysis

 Weighted Average Method

 Chi-Square test

 Garrett ranking method

SIMPLE PERCENTAGE ANALYSIS:

Percentage refers to a special kind of ratio. Percentage is used in making comparisons

between two or more series of data. Percentage method is used to describe the relationship.

No of Respondents
Percentage of the Respondent=--------------------------------------------------------100
Total no of Respondents

WEIGHTED AVERAGE METHOD:

Rating scale questions calculate a weighted average based on the weight assigned to each

answer choice. If needed, you can change the weight of each answer choice in the Design section

of the survey, even after the survey has collected responses. The rating average is calculated as

follows, where:

w = weight of answer choice

x = response count for answer choice

x1w1 + x2w2 + x3w3 …. Xnwn

Weighted Average Method= ----------------------------------------------------------------

Total
 If you chose to include an N/A column on your Rating Scale question, any N/A responses

will not factor into the rating average

GARRETTS RANKING METHOD:

To find out the most significant factor which influences the respondent, Garrett’s ranking

technique was used. As per this method, respondents have been asked to assign the rank for all

factors and the outcomes of such ranking have been converted into score value with the help of

the following.

(Rij – 0.5)

Percent Position=-------------------------------------------------------100

Nj

Where,

Rij= rank given for the ith variable by jth respondents.

Nj= number of variable ranked by jth respondents.

With the help of garrets table, the percent position estimated is converted into scores.

Then for each factor, the scores of each individual are added and then total value of scores and

mean values of score is calculated. The factors having highest mean value is considered to better

most important factor.

CHI-SQUARE TEST
Chi-square was done to find out one way analysis between socio demographic variable
and various dimensions of the programme.

(O-E)2

X2 = ----------------

Where

O – Observed value

E – Expected value

In general the expected frequency for any call can be calculated from the following

E = RT x CT / N

The calculated value of chi-square is compared with the stable value of x2 given degrees
of freedom of a certain specified level of significance. It at the stated level of the calculated
value of x2 the difference between theory and observation is considered to be significant.
Otherwise it is in significant.