I

INTRODUCTI
ON

At
ermf
requent
lyusedi
nmar
ket
ing,
i
sameasur
eofhow pr
oduct
sandser
vices
suppl
i
ed by a company meet or sur
pass cust
omer expect
ati
on.Cust
omer
sat
isf
act
ion i
s def
ined as "
the numberofcust
omer
s,orper
cent
age oft
otal
cust
omer
s,whoser
epor
tedexper
iencewi
thaf
ir
m,i
tspr
oduct
s,ori
tsser
vices
(
rat
ings)exceedsspeci
fi
edsat
isf
act
iongoal
s."

I
tisseenasakeyper
for
mancei
ndi
cat
orwi
thi
nbusi
nessandi
sof
tenpar
tof
aBal
ancedScor
ecar
d.I
nacompet
it
ivemar
ket
placewher
ebusi
nessescompet
efor
cust
omer
s,cust
omersat
isf
act
ioni
sseenasakeydi
ff
erent
iat
orandi
ncr
easi
ngl
yhas
becomeakeyel
ementofbusi
nessst
rat
egy
.

Wi
thi
nor
gani
zat
ions,
cust
omersat
isf
act
ionr
ati
ngscanhav
epower
fulEf
fect
s.They
f
ocus empl
oyees on t
he i
mpor
tance of f
ulf
il
li
ng cust
omer
s‟ expect
ati
ons.
Fur
ther
mor
e,whent
heser
ati
ngsdi
p,t
heywar
nofpr
obl
emst
hatcanaf
fectsal
esand
pr
ofi
tabi
l
ity
.Thesemet
ri
csquant
if
yani
mpor
tantdy
nami
c.Whenabr
andhasl
oyal
cust
omer
s,i
tgai
nsposi
ti
vewor
d-of
-mout
hmar
ket
ing,whi
chi
sbot
hfr
eeandhi
ghl
y
ef
fect
ive.

Ther
efor
e,i
tisessent
ialf
orbusi
nessest
oef
fect
ivel
ymanagecust
omersat
isf
act
ion.
Tobeabl
edot
his,f
ir
msneedr
eli
abl
eandr
epr
esent
ati
vemeasur
esofsat
isf
act
ion.
I
nresear
chi
ngsat
isf
act
ion,f
ir
msgener
all
yaskcust
omer
swhet
hert
hei
rpr
oductor
ser
vicehasmetorexceededex
pect
ati
ons.Thus,expect
ati
onsar
eakeyf
act
or
behi
ndsat
isf
act
ion.Whencust
omer
shav
ehi
ghexpect
ati
onsandt
her
eal
i
tyf
all
s
shor
t,t
heywi
l
lbedi
sappoi
ntedandwi
l
lli
kel
yrat
ethei
rexper
ienceasl
esst
han
sat
isf
ying.Fort
hisr
eason,
aluxur
yresor
t,f
or

1
 exampl
e,mi
ghtr
ecei
veal
owersat
isf
act
ionr
ati
ngt
hanabudgetmot
elev
ent
hough
i
tsf
aci
l
iti
esandser
vicewoul
dbedeemedsuper
iori
n“absol
ute”t
erms.

Cust
omerSat
isf
act
ionSur
vey
s

Thecust
omersat
isf
act
ionsur
veyi
sthest
andar
dappr
oachf
orcol
l
ect
ing
dat
aoncust
omerhappi
ness.I
tconsi
stsofaski
ngy
ourcust
omer
show
sat
isf
iedt
hey
are,
wit
horwi
thoutf
oll
owupquest
ions.Thr
ee
usef
ulv
ari
ati
ons:

I
n-AppSur
vey
s

Post
-Ser
viceSur
vey
s

LongEmai
l
Sur
vey
s

Cust
omerSat
isf
act
ionScor
e(CSAT)

Thi
sist
hemostst
andar
dcust
omersat
isf
act
ionmet
ri
c,aski
ngy
our
cust
omert
orat
ehersat
isf
act
ionwi
thy
ourbusi
ness,
product
,orser
vice.
YourCSATscor
eist
hent
heav
erager
ati
ngofy
ourcust
omerr
esponses.

Thescal
ety
pical
l
yrangesbet
ween1–3,
1–5,
or1–10.Al
arger
r
angei
snotal
way
sbet
ter
,duet
ocul
tur
aldi
ff
erencesi
nhowpeopl
erat
e
t
hei
rsat
isf
act
ion.

NetPr
omot
erScor
e(NPS)

TheNetPr
omot
erScor
e(NPS)measur
est
hel
i
kel
i
nessofacust
omer
r
efer
ri
ngy
out
osomeone,
andi
t’
spr
obabl
ythemostpopul
arwayof
measur
ingcust
omer
loy
alt
y.Cust
omerar
easkedhowl
i
kel
ytheyar
eto
r
ecommendy
ouonascal
efr
om 1t
o10.

Cust
omerEf
for
tScor
e(CES)

2
Wi
tht
hismet
hod,
cust
omer
sar
en’
taskedf
ort
hei
rsat
isf
act
ionorl
i
kel
i
nessofr
efer
ri
ng,
butf
ort
heef
for
titt
ookt
hem t
ohav
ethei
rissuesol
ved— gener
all
yonascal
efr
om 1
(
ver
ylowef
for
t)t
o7(
ver
yhi
ghef
for
t).

Yourai
mis,ofcour
se,t
olowert
hisav
eragescor
e.Accor
dingt
oCEB,96%ofcust
omer
s
wi
thahi
ghef
for
tscor
eshowedr
educedl
oyal
tyi
nthef
utur
e,whi
l
ethatwast
hecasewi
th
onl
y9%oft
hosewhor
epor
tedl
owef
for
tscor
es.

Soci
alMedi
aMoni
tor
ing

Soci
almedi
ahashad ani
mmensei
mpacton t
her
elat
ionshi
p bet
weenbusi
nessand
cust
omer
.Wher
ebef
ore,agr
eatorpoorser
viceexper
iencewoul
dmay
bebeshar
edwi
th
t
hecl
osestf
ami
l
yandf
ri
ends,soci
almedi
aof
fer
edanout
letandr
eacht
opot
ent
ial
l
y
mi
l
li
onsofpeopl
e.

St
epst
oaCust
omerSat
isf
act
ionAnal
ysi
s:

St
ep1:
Def
iney
ourt
argetgr
oup

Bef
orest
art
ingacust
omersat
isf
act
ionanal
ysi
s,t
het
argetgr
oupmustbedef
ined
pr
eci
sel
y.Whoar
emycust
omer
s?DoIwantt
ogetf
eedbackf
rom ev
ery
one,
oronl
y
f
rom cer
tai
nsubgr
oups?Forexampl
e,ast
ati
oner
ymanuf
act
urermi
ghtonl
ywantt
o
sur
veyschool
chi
l
dren,
acant
eenonl
ycust
omer
swhoeatv
eget
ari
anf
oodanda
shoecompanymi
ghtonl
ywantt
oknowt
heopi
nionofcust
omer
swhoexer
ciseona
r
egul
arbasi
s.I
ndi
git
almar
ketr
esear
ch,
thesecust
omer
scanbei
dent
if
iedbyusi
ng
scr
eeni
ngquest
ions.Whensel
ect
ingt
het
argetgr
oup,
itshoul
dal
sobedet
ermi
ned
howmanycust
omer
sar
etobei
nter
viewed.I
tisdef
ini
tel
yimpossi
blet
oint
erv
iewal
l
cust
omer
s.Ther
efor
e,onl
yonesampl
eofpeopl
eisr
ecr
uit
edf
orast
udy
.

St
ep2:
Desi
gnoft
heQuest
ionnai
re

Oncei
tiscl
earwhoi
stobei
nter
viewed,
theappr
opr
iat
equest
ionnai
ref
ora
sat
isf
act
ionsur
veycanbedesi
gned.Ther
ear
eaf
ewt
hingst
oconsi
derwhen

3
 pr
oceedi
ng.I
nfor
mat
ionabouthowagoodquest
ionnai
rei
sdesi
gnedcan
bef
oundi
noursur
veygui
de.Thequest
ionsar
esel
ect
edwi
thr
egar
dtowhata
companywi
shest
oknowf
rom i
tscust
omer
s.Thesei
ncl
ude,
forexampl
e,t
he
quest
ionsdescr
ibedabov
eaboutt
heCust
omerSat
isf
act
ionScor
e(CSAT)
,Net
Pr
omot
erScor
e(NPS)orCust
omerEf
fectScor
e(CES)
.Thebot
tom par
toft
hispage
cont
ainsexampl
esofot
herquest
ionst
hatcanbei
ncl
udedi
nacust
omer
sat
isf
act
ionquest
ionnai
re.

Bef
oreast
udyi
sconduct
ed,
itshoul
dbedet
ermi
nedhowl
ongt
hesur
veyshoul
dtakeand
bywhent
her
esul
tsshoul
dbeav
ail
abl
e.Bef
oret
hequest
ionnai
rei
shandedoutt
o
cust
omer
s,i
tshoul
dbet
est
edsev
eral
timest
ofi
ndoutwhet
heri
tmeet
scer
tai
nqual
i
ty
cr
it
eri
a.I
nthi
swayi
tispossi
blet
ofi
ndouthowl
ongpar
ti
cipant
sneedt
ocompl
etet
he
sur
veyori
fther
ear
eanyuncer
tai
nti
es.

St
ep3:
Eval
uat
ethedat
a
Theev
aluat
ionofacust
omersat
isf
act
ionsur
veyi
sbasedonadescr
ipt
iveanal
ysi
s.
Meanv
aluesandf
requenci
esar
ecal
cul
atedandt
hedi
str
ibut
ionoft
heanswer
sis
descr
ibedbymeansofv
ari
anceandst
andar
ddev
iat
ion.Whenanal
yzi
ngt
hedat
a,i
t
i
sal
sopossi
blet
ospl
i
trespondent
sint
ogr
oupsagai
n.Forexampl
e,onecoul
donl
y
l
ookatt
heanswer
sofwomenandcompar
ethem wi
tht
heanswer
sthatmengav
e.

St
ep4:
Drawi
ngconcl
usi
ons

Oncet
her
esul
tsandt
hei
ranal
ysi
sandev
aluat
ionofacust
omersat
isf
act
ion
anal
ysi
sar
eav
ail
abl
e,concl
usi
onscanbedr
awn.Whatdoest
her
esul
toft
he
anal
ysi
smeanf
ort
hecompany
?Ar
ecust
omer
ssat
isf
ied,
orev
enext
remel
y
di
ssat
isf
ied?Basedont
hegi
vendat
a,adv
icecanbegi
venonhowt
hesecust
omer
s
mi
ghtbesat
isf
iedi
nthef
utur
e.Howev
er,
iti
sequal
l
yimpor
tantt
otakeacl
oserl
ook
att
hedi
ssat
isf
iedcust
omer
s-t
heyshoul
dbeseenasal
ear
ningf
act
or.Fi
nal
l
y,dat
a
f
rom t
hesat
isf
act
ionanal
ysi
sfor
mthebasi
soff
utur
ecor
por
atest
rat
egi
esand
mar
ket
ingcampai
gns.

Thesat
isf
act
ionofconsumer
sshoul
dbemeasur
edonar
egul
arbasi
s,f
orexampl
e
i
nthecont
extofbr
andt
racki
ngst
udi
es.I
nthi
sway
,di
ff
erentv
alues,
whi
chwer
e

4
 col
l
ect
edatdi
ff
erentt
imes,
canbecompar
edwi
theachot
her
.

Fur
ther
mor
e,sat
isf
act
iont
racki
ngcanbeusedt
ocheckt
heef
fect
ivenessof
measur
esusedi
nor
dert
oincr
easesat
isf
act
ion.

GoodReasonsf
oraCust
omerSat
isf
act
ionAnal
ysi
s

Sat
isf
iedcust
omer
swi
l
lcomeback.Andmay
bet
heywi
l
lev
enpur
chasemor
e.
Sat
isf
iedcust
omer
sar
eli
kel
ytobewi
l
li
ngt
opayasl
i
ght
lyhi
gher
pri
ce.
Sat
isf
iedcust
omer
stal
ktoot
her
saboutt
hei
rgoodexper
iencesandr
ecommenda
pr
oductorser
vicet
oot
her
s.
Youcanl
ear
nfr
om di
ssat
isf
iedcust
omer
s:Whatbot
her
sthem mi
ghtbey
ourchance
t
odobet
teri
nthef
utur
e.

PURPOSE

Cust
omersat
isf
act
ionpr
ovi
desal
eadi
ngi
ndi
cat
orofconsumerpur
chase
i
ntent
ionsandl
oyal
ty.Cust
omersat
isf
act
iondat
aar
eamongt
hemostf
requent
ly
col
l
ect
edi
ndi
cat
orsofmar
ketper
cept
ions.Thei
rpr
inci
pal
usei
stwof
old.

5
 Wi
thi
nor
gani
zat
ions,
thecol
l
ect
ion,
anal
ysi
sanddi
ssemi
nat
ionof
thesedat
a
sendamessageaboutt
hei
mpor
tanceoft
endi
ngt
ocust
omer
sand
ensur
ingt
hatt
heyhav
eaposi
ti
veexper
iencewi
tht
hecompany
’sgoods
andser
vices.

Al
thoughsal
esormar
ketshar
ecani
ndi
cat
ehowwel
laf
ir
mis
per
for
ming
cur
rent
ly,
sat
isf
act
ioni
sani
ndi
cat
orofhowl
i
kel
yiti
sthatt
hef
ir
m

customer swi l
lmakef urtherpur chasesi nthef uture.Muchr esearchhasf ocusedont he
rel
ationshi pbetweencust omersat isfacti
onandr etent i
on.Studiesi ndicatethatt he
ramificati
onsofsat isf
actionar emostst r
ongl yrealizedattheext remes.Onaf i
ve-poi
nt
scal
e, individualswhor atetheirsat i
sfactionlevel as“ 5”ar
el i
kelytobecomer et
ur n
customer sandmi ghtevenev angel i
zef orthef i
rm.( Asecondi mpor tantmet ri
cr elat
edto
sati
sfact i
oni swi l
l
ingnesst orecommend.Thi smet ricisdefinedas" Theper centageof
survey edcust omer swhoi ndi
cat ethatt heywoul dr ecommendabr andt of ri
ends. "
Whena
customeri ssatisfi
edwi t
hapr oduct ,
heorshemi ghtrecommendi ttof r
iends, r
elati
ves
andcol l
eagues.Thi scanbeapower fulmar keti
ngadv ant
age.)

Indi
vidualswhorat
et hei
rsati
sfact
ionl
evelas“
1,”bycontr
ast,areunli
kel
ytor et
urn.
Furt
her ,
theycanhurtthefi
rm bymakingnegat
ivecomment saboutittoprospecti
ve
customer s.Wi
ll
i
ngnesst or
ecommendi sakeymet ri
crel
ati
ngt ocustomer
sati
sfacti
on.

Measur
ingCust
omerSat
isf
act
ion
"
Ify
oucannotmeasur
eit
,youcannoti
mpr
ovei
t.
"-Lor
dWi
l
li
am ThomsonKel
vi
n
(
1824-
1907)

Measur
ementofCust
omerSat
isf
act
ioni
sanewsi
gni
fi
cantaddi
ti
ont
othenew
I
SO9000:
2000st
andar
d.Or
gani
zat
ionscer
ti
fi
edt
othi
sst
andar
dar
enowr
equi
red
t
oident
if
ypar
amet
erst
hatcausecust
omersat
isf
act
ionordi
ssat
isf
act
ionand
consci
ousl
ymeasur
ethem.

6
 Or
gani
zat
ionsneedt
oret
ainexi
sti
ngcust
omer
swhi
l
etar
get
ingnon-
cust
omer
s.
Measur
ingcust
omersat
isf
act
ionpr
ovi
desani
ndi
cat
ionofhowsuccessf
ult
he
or
gani
zat
ioni
satpr
ovi
dingpr
oduct
sand/
orser
vicest
othemar
ketpl
ace.

Cust
omersat
isf
act
ioni
smeasur
edatt
hei
ndi
vi
dual
lev
el,
buti
tisal
mostal
way
s
r
epor
tedatanaggr
egat
elev
el.I
tcanbe,
andof
teni
s,measur
edal
ongv
ari
ous
di
mensi
ons.Ahot
el,
forexampl
e,mi
ghtaskcust
omer
stor
atet
hei
rexper
ience

wi
thi
tsf
rontdeskandcheck-
inser
vice,
wit
hther
oom,
wit
htheameni
ti
esi
nther
oom,
wit
h
t
her
est
aur
ant
s,andsoon.Addi
ti
onal
l
y,i
nahol
i
sti
csense,t
hehot
elmi
ghtaskabout
ov
eral
lsat
isf
act
ion“
wit
hyour
stay
.”

Asr
esear
chonconsumpt
ionexper
iencesgr
ows,
evi
dencesuggest
sthat
consumer
spur
chasegoodsandser
vicesf
oracombi
nat
ionoft
wot
ypesof
benef
it
s:hedoni
candut
il
it
ari
an.Hedoni
cbenef
it
sar
eassoci
atedwi
tht
he
sensor
yandexper
ient
ial
att
ri
but
esoft
hepr
oduct
.Ut
il
it
ari
anbenef
it
sofapr
oduct
ar
eassoci
atedwi
tht
hemor
einst
rument
alandf
unct
ional
att
ri
but
esoft
he
pr
oduct
.

Cust
omersat
isf
act
ioni
sanambi
guousandabst
ractconceptandt
heact
ual
mani
fest
ati
onoft
hest
ateofsat
isf
act
ionwi
l
lvar
yfr
omper
sont
oper
sonand
pr
oduct
/ser
vicet
opr
oduct
/ser
vice.Thest
ateofsat
isf
act
iondependsonanumber
ofbot
hpsy
chol
ogi
cal
andphy
sical
var
iabl
es.

Theusual
measur
esofcust
omersat
isf
act
ioni
nvol
veasur
veywi
thasetof
st
atement
susi
ngaLi
kerTechni
queorscal
e.Thecust
omeri
saskedt
o
ev
aluat
eeachst
atementandi
nter
m oft
hei
rper
cept
ionandexpect
ati
onof
per
for
manceoft
heor
gani
zat
ionbei
ngmeasur
ed.Thei
rsat
isf
act
ioni
sgener
all
y
measur
edonaf
ive-
poi
ntscal
e.

7
Cust
omerSat
isf
act
iondat
acanal
sobecol
l
ect
edona10-
poi
ntscal
e.

Regar
dlessof
thescal
eused,
theobj
ect
ivei
stomeasur
ecust
omer
s‟per
cei
ved
sat
isf
act
ionwi
tht
hei
rexper
ienceofaf
ir
m’sof
fer
ings.I
tisessent
ial
for

f
ir
mst
oef
fect
ivel
ymanagecust
omersat
isf
act
ion.Tobeabl
edot
his,
weneed
accur
atemeasur
ementofsat
isf
act
ion.

Goodqual
i
tymeasur
esneedt
ohav
ehi
ghsat
isf
act
ionl
oadi
ngs,
goodr
eli
abi
l
ity
,and
l
ower
rorv
ari
ances.I
nanempi
ri
cal
studycompar
ingcomm.Onl
yusedsat
isf
act
ion
measur
esi
twasf
oundt
hatt
womul
ti
-i
tem semant
icdi
ff
erent
ial
scal
esper
for
med
bestacr
ossbot
hhedoni
candut
il
it
ari
anser
viceconsumpt
ioncont
ext
s.

Fi
nal
l
y,al
lmeasur
escapt
uredbot
haf
fect
iveandcogni
ti
veaspect
s
ofsat
isf
act
ion,
independentoft
hei
rscal
eanchor
s.Af
fect
ivemeasur
escapt
urea

Consumer
’sat
ti
tude(
li
ki
ng/
disl
i
king)t
owar
dsapr
oduct
,whi
chcanr
esul
tfr
om any

pr
oducti
nfor
mat
ionorexper
ience.Ont
heot
herhand,
cogni
ti
veel
ementi
sdef
ined
asanappr
aisal
orconcl
usi
ononhowt
hepr
oduct
’sper
for
mancecompar
edagai
nst

expect
ati
ons(
orexceededorf
ell
shor
tofexpect
ati
ons)
,wasusef
ul(
ornot
usef
ul)
,f
itt
hesi
tuat
ion(
ordi
dnotf
it
),exceededt
her
equi
rement
soft
he
si
tuat
ion(
ordi
dnotexceed)
.

8
 Ame
ri
canCu
sto
mer
Sat
i
sfa
cti
onI
nde
x(ACSI
)isasci
ent
if
icst
andar
dofcust
omer
sat
isf
act
ion.Academi
cresear
chhasshownt
hatt
henat
ional
ACSIscor
eisast
rong
pr
edi
ctorofht
tp:
//en.
wiki
pedi
a.or
g/wi
ki
/Gr
oss_
domest
ic_
product
(GDP)gr
owt
h,
andanev
enst
rongerpr
edi
ctorofPer
sonal
Consumpt
ionExpendi
tur
e(PCE)gr
owt
h.
ACSIr
epor
tsscor
esona0-
100scal
eatt
henat
ional
lev
elandpr
oducesi
ndexesf
or
10economi
csect
ors,
47i
ndust
ri
es(
incl
udi
nge-commer
ceande-
busi
ness)
,mor
e
t
han225compani
es,
andov
er200f
eder
alorl
ocal
gov
ernmentser
vices.I
naddi
ti
on
t
othecompany
-l
evel
sat
isf
act
ionscor
es,
ACSI
producesscor
esf
ort
hecausesandconsequencesof
cust
omer
sat
isf
act
ionand
t
hei
rrel
ati
onshi
ps.Themeasur
edcompani
es,
indust
ri
es,
andsect
orsar
ebr
oadl
y
r
epr
esent
ati
veoft
heU.
S.economyser
vingAmer
icanhousehol
ds.Ont
he
mi
croeconomi
clev
el,
academi
cst
udi
eshav
eshownt
hatACSIdat
aisr
elat
edt
oa
f
ir
m'sf
inanci
alper
for
mancei
nter
msofr
etur
noni
nvest
ment
(ROI
),
sal
es,
long-
ter
m
f
ir
m cashf
lowv
olat
il
it
y,humancapi
tal
per
for
mance,
por
tfol
i
oret
urns,
debt
f
inanci
ng,
risk,
andconsumer
spendi
ng.
I
ncr
easi
ngACSIscor
eshasbeenshownt
opr
edi
ctl
oyal
ty,
wor
d-of
-mout
h
r
ecommendat
ions,
andpur
chasebehav
ior
.TheACSImeasur
escust
omer
sat
isf
act
ionannual
l
yformor
ethan200compani
esi
n43i
ndust
ri
esand10economi
c
sect
ors.I
naddi
ti
ont
oquar
ter
lyr
epor
ts,
theACSImet
hodol
ogycanbeappl
i
edt
o
pr
ivat
esect
orcompani
esandgov
ernmentagenci
esi
nor
dert
oimpr
ovel
oyal
tyand
pur
chasei
ntent
.Twocompani
eshav
ebeenl
i
censedt
oappl
ythemet
hodol
ogyoft
he
ACSIf
orbot
hthepr
ivat
eandpubl
i
csect
or:
CFI
Group,
Inc.andFor
eseeResul
tsappl
y
t
heACSIt
owebsi
tesandot
heronl
i
nei
nit
iat
ives.

ASCIscor
eshav
eal
sobeencal
cul
atedbyi
ndependentr
esear
cher
s,f
orexampl
e,f
or
t
hemobi
l
ephonessect
or,
highereducat
ion,
andel
ect
roni
cmai
l
.

CSIMet
hodol
ogy:

9
 TheAmer
icanCust
omerSat
isf
act
ionI
ndexusescust
omeri
nter
viewsasi
nput
toa
mul
ti
-equat
ioneconomet
ri
cmodel
dev
elopedatt
heUni
ver
sit
yofMi
chi
gan'
sRoss
School
ofBusi
ness.TheACSImodel
isacause-
and-
eff
ectmodel
wit
hindi
cesf
or
dr
iver
sofsat
isf
act
ionont
hel
eftsi
de(
cust
omerexpect
ati
ons,
per
cei
vedqual
i
ty,
and
per
cei
vedv
alue)
,sat
isf
act
ion(
ACSI
)int
hecent
er,
andout
comesofsat
isf
act
ionon
t
her
ightsi
de(
cust
omercompl
aint
sandcust
omerl
oyal
ty,
incl
udi
ngcust
omer
r
etent
ionandpr
icet
oler
ance)
.Thei
ndexes(
showni
nthedi
agr
am bel
ow)ar
e
mul
ti
var
iabl
ecomponent
smeasur
edbysev
eral
quest
ionst
hatar
ewei
ght
edwi
thi
n
t
hemodel
.

Thequest
ionsassesscust
omerev
aluat
ionsoft
hedet
ermi
nant
sofeach
i
ndex.I
ndexesar
erepor
tedona0t
o100scal
e.Thesur
veyandmodel
i
ng
met
hodol
ogyquant
if
iest
hest
rengt
hoft
heef
fectoft
hei
ndexont
hel
eftt
otheone
t
owhi
cht
hear
rowpoi
ntsont
her
ight
.Thesear
rowsr
epr
esent"
impact
s."TheACSI
model
issel
f-
wei
ght
ingt
omaxi
mizet
heexpl
anat
ionofcust
omersat
isf
act
ion(
ACSI
)
oncust
omerl
oyal
ty.Looki
ngatt
hei
ndexesandi
mpact
s,user
scandet
ermi
ne
whi
chdr
iver
sofsat
isf
act
ion,
ifi
mpr
oved,
woul
dhav
ethemostef
fectoncust
omer
l
oyal
ty.

10
 CUSTOMEREXPECTATI
ONS

Customerexpectationsar eameasur eofthecustomer '

sant i
cipati
onofthequali
ty
ofacompany '
spr oduct sorservi
ces.Expect
ati
onsr epresentbot hpri
orconsumpti
on
experi
ence,
whichi ncludessomenonexper i
enti
alinformationlikeadvert
isi
ngand
word-of
-mouth,andaf orecastoft
hecompany '
sabi l
itytodeliv
erqualityi
nthefut
ure.

Per
cei
vedQual
i
ty

Percei
vedqual
it
yisameasur eofthecustomer'sevaluat
ionv iarecentconsumpti
on
experi
enceoft
hequali
tyofacompany '
spr oductsorservices.Qualit
yismeasured
i
nt er
msofbothcustomizati
on,whichi
st hedegreetowhi chapr oductorservi
ce
meetsthecust
omer'
sindivi
dualneeds,andreli
abil
it
y,whichi sthefrequencywit
h
whichthi
ngsgowrongwi t
htheproductorservice.

Per
cei
vedVal
ue

Percei
vedval
uei
sameasureofqualit
yrel
ati
vet opri
cepaid.Althoughpr i
ce(val
ue
formoney)i
soft
enver
yimpor
tanttothecustomer '
sfi
rstpurchase,itusuall
yhasa
somewhatsmall
eri
mpactonsati
sfacti
onforrepeatpurchases.

Cust
omer
Compl
aint
s

Customercomplai
ntsaremeasur edasapercentageofr espondent
swhoi ndi
cat
e
theyhavecomplai
nedtoacompanydi r
ect
lyaboutapr oductorservi
cewithi
na
specif
iedti
meframe.Sati
sfacti
onhasanegativerel
ationshipwithcust
omer
complaint
s,ast
hemor esatisf
iedthecust
omers,thelessl i
kel
ytheyaretocomplai
n.

Cust
omer
Loy
alt
y

Customerloy
alt
yisacombinat
ionofthecustomer'
sprof
essedli
kel
i
hoodto
repur
chasefr
om thesamesuppli
eri
nt hef
uture,
andtheli
kel
ihoodt
opurchase

acompany’
spr
oductsorser
vicesatv
ari
ouspri
cepoint
s(pr
icet
olerance)
.Customer
l
oyal
tyi
sthecr
it
ical
componentofthemodelasitst
andsasaproxyforprofi
tabi
li
ty.

11
 Thereisobvi
ousl
yast r
ongli
nkbetweencust
omersatisf
acti
on
andcustomerr
etent
ion.Cust
omer'
spercepti
onofServi
ceandQuali
tyofproduct
wil
ldet
erminet
hesuccessoftheproductorser
vicei
nthemarket
.

Wi t
hbet terunder st
andingofcustomers'percepti
ons,companiescandet ermine
theacti
onsr equiredtomeetthecust omers'needs.Theycanidenti
fyt heirown
str
engthsandweaknesses, wheretheystandincompar isontothei
rcompet it
ors,
chartoutpat hf ut
ureprogressandimpr ov
ement .Customersati
sfaction
measur ementhel pstopromoteani ncr
easedf ocusoncustomerout comesand
sti
mulat eimpr ovementsinthewor kpract
icesandpr ocessesusedwi thinthe
company .

Therei
sal otofdebateandconfusi
onaboutwhatexactlyisrequi
redandhowt o
goabouti
t.Customersatisf
act
ionisquit
eacomplexissueandt hisart
icl
eisan
at
tempttorevi
ewt henecessar
yrequir
ements,
anddiscusst hestepsthatneedt
o
betakeni
nordertomeasur eandtr
ackcustomersat
isfact
ion.

12
 CONSUMERWANT

WhatdoCust
omer
sWant
?

Bef
orewebegi
ntocr
eat
etool
stomeasur
ethel
evel
ofsat
isf
act
ion,
iti
simpor
tant
t
odev
elopacl
earunder
standi
ngofwhatex
act
lyt
hecust
omerwant
s.Weneedt
o
knowwhatourcust
omer
sexpectf
rom t
hepr
oduct
sandser
viceswepr
ovi
de.
Cust
omerexpect
ati
onsar
ethecust
omer
-def
inedat
tri
but
esofy
ourpr
oductor
ser
vicey
oumustmeetorexceedt
oachi
evecust
omersat
isf
act
ion.
Cust
omerExpect
ati
onsar
eoft
wot
ypes-Expr
essedandI
mpl
i
ed.

Ex
pre
sse
dCu
stome
rEx
pec
tat
i
onsar
ethoser
equi
rement
sthatar
ewr
it
tendowni
nthe
cont
ractandagr
eeduponbybot
hpar
ti
es,
forexampl
e,pr
oductspeci
fi
cat
ionsand
del
i
ver
yrequi
rement
s.Suppl
i
er'
sper
for
manceagai
nstt
heser
equi
rement
sismostof
t
het
imesdi
rect
lymeasur
abl
e.

I
mpl
i
edCu
stome
rEx
pec
tat
i
onsar
enotwr
it
tenorspokenbutar
etheonest
he
cust
omerwoul
d'ex
pect
'thesuppl
i
ert
omeetnev
ert
hel
ess.

Forexampl
e,acust
omerwoul
dexpectt
heser
vicer
epr
esent
ati
vewhocal
l
sonhi
m
t
obeknowl
edgeabl
eandcompet
entt
osol
veapr
obl
em ont
hespot
.Ther
ear
e
manyr
easonswhycust
omerexpect
ati
onsar
eli
kel
ytochangeov
ert
ime.
Pr
ocessi
mpr
ovement
s,adv
entofnewt
echnol
ogy
,changesi
ncust
omer
'spr
ior
it
ies,
i
mpr
ovedqual
i
tyofser
vicepr
ovi
dedbycompet
it
orsar
ejustaf
ewexampl
es.

Thecust
omeri
sal
way
sri
ght
.Suppl
i
er'
sjobi
stopr
ovi
det
heCust
omerwhat
hewant
s,whenhewant
sit
.Cust
omerSat
isf
act
ioni
scust
omer
s'per
cept
ion

t
hatasuppl
i
erhasmetorexceededt
hei
rexpect
ati
ons.I
tist
her
efor
eimpor
tantt
o
per
iodi
cal
l
yupdat
eourknowl
edgeofcust
omerexpect
ati
ons.

Wecannotcr
eat
ecust
omersat
isf
act
ionj
ustbymeet
ingcust
omer
'sr
equi
rement
s

13
 f
ull
ybecauset
hesehav
etobemeti
nanycase.Howev
erf
all
i
ngshor
tiscer
tai
nto
cr
eat
edi
ssat
isf
act
ion.Maj
orat
tri
but
esofcust
omersat
isf
act
ioncanbe
summar
izedas:

Pr
oductQual
i
ty

Pr
oductPackagi
ng

Keepi
ngdel
i
ver
ycommi
tment
s

Pr
ice

Responsi
venessandabi
l
ityt
oresol
vecompl
aint
sandr
eject
repor
ts

Ov
eral
lcommuni
cat
ion,
accessi
bil
i
tyandat
ti
tude

Wecannotbegi
ntoaddr
esst
hecust
omersat
isf
act
ioni
ssuewedef
inet
he
par
amet
ersandmeasur
escl
ear
ly.I
tmaybeeasi
ert
otr
acksuppl
i
er'
sper
for
mance
agai
nstst
atedr
equi
rement
sofqual
i
tyandt
imel
i
nessbecauset
her
eisdocument
ary
ev
idence.

Somei
ndi
cat
ionofwhet
herasuppl
i
eri
smeet
ingt
her
equi
rement
scanal
sobe
obt
ainedf
rom dat
aonscr
apr
ates,
PPM,
compl
aint
sdat
abase,
sal
esi
mpr
ovement
s,
r
epeator
der
s,cust
omeraudi
trepor
tset
c.I
tisf
armor
edi
ff
icul
ttomeasur
ethel
evel
ofper
for
manceandsat
isf
act
ionwheni
tcomest
othei
ntangi
bleexpect
ati
ons.

Cust
omerexpect
ati
onscanbei
dent
if
iedusi
ngv
ari
ousmet
hodssuchas:

Per
iodi
cCont
ract
Rev
iews

Mar
ket
resear
ch

Tel
ephoni
cInt
erv
iews

Per
sonal
vi
sit
s

War
rant
yrecor
ds

I
nfor
mal
discussi
ons

14
 Sat
isf
act
ionSur
vey
s

Dependi
ngupont
hecust
omerbaseandav
ail
abl
eresour
ces,
wecanchoosea
met
hodt
hati
smostef
fect
ivei
nmeasur
ingt
hecust
omer
s'per
cept
ions.The
pur
poseoft
heexer
cisei
stoi
dent
if
ypr
ior
it
iesf
ori
mpr
ovement
.

Wemustdev
elopamet
hodorcombi
nat
ionofmet
hodst
hathel
pst
ocont
inual
l
y
i
mpr
oveser
vice.

Thewor
dcust
omeri
sder
ivedf
rom "
cust
om,
"meani
ng"
habi
t"
;acust
omerwas
someonewhof
requent
edapar
ti
cul
arshop,
whomadei
tahabi
ttopur
chasegoods
oft
hesor
ttheshopsol
drat
hert
hanel
sewher
e,andwi
thwhom t
heshopkeeperhad
t
omai
ntai
nar
elat
ionshi
ptokeephi
sorher"
cust
om,
"meani
ngexpect
edpur
chases
i
nthef
utur
e.

Howev
er,
"cust
omer
"al
sohasamor
egener
ali
zedmeani
ngasi
ncust
omerser
vice
andal
esscommer
cial
i
zedmeani
ngi
nnot
-f
or-
prof
itar
eas.Toav
oidunwant
ed
i
mpl
i
cat
ionsi
nsomear
eassuchasgov
ernmentser
vices,
communi
tyser
vices,
and
educat
ion,
thet
erm"
cust
omer
"issomet
imessubst
it
utedbywor
dssuchas
"
const
it
uent
"or"
stakehol
der
".

Thi
sisdonet
oaddr
essconcer
nst
hatt
hewor
d"cust
omer
"impl
i
esanar
rowl
y
commer
cial
rel
ati
onshi
pinv
olv
ingt
hepur
chaseofpr
oduct
sandser
vices.
Howev
er,
somemanager
sint
hisenv
ironment
,inwhi
cht
heemphasi
sisonbei
ng
hel
pful
tot
hepeopl
eonei
sdeal
i
ngwi
thr
athert
hanoncommer
cial
sal
es,
comf
ort
abl
yuset
hewor
d"cust
omer
"tobot
hint
ernal
andext
ernal
cust
omer
s.

Ty
pesofCust
omer

Ther
ear
esi
xty
pesofcust
omer
s.

Ex
ter
nal
Cus
tome
r.

15
 Thesear
ethepeopl
eandor
gani
zat
ionswhohav
eaneedf
ory
ourpr
oductor
ser
vice.Theypur
chasey
ourst
uffi
nexchangef
ormoney
.Theyhav
eabudgetand
wi
l
lgi
vey
ousomeofi
tinexchangef
orasol
uti
ont
hatmeet
sthei
rneedsand
expect
ati
ons.

Gi
vent
hat
,Iaf
fect
ionat
elyr
efert
oext
ernal
cust
omer
sasoneswi
tht
hebagof
money
.Theyhav
ethef
inanci
alaut
onomyt
odeci
dewher
eandhowt
heywi
l
lspend
t
hei
rbudgett
hebagofmoney
.Thequest
ioni
swhoget
sthebagofmoney
,youor
y
ourcompet
it
or?Whohasear
nedt
heconf
idenceandt
rustoft
hecust
omer
?

Youandy
ourcompet
it
orar
evy
ingf
orapi
eceoft
hei
rbudgett
hebestsol
uti
onwi
ns.
Knowt
his:
Cust
omer
svot
ewi
tht
hei
rmoneyandcompl
ainwi
tht
hei
rfeet
.

Al
l
ies.

Thesear
etheuser
sofy
ourpr
oductorser
vice,
nott
heul
ti
mat
edeci
sionmaker
.

Thesecust
omer
susual
l
ydon'
thav
eabagofmoneybutt
heypl
ayav
ital
rol
einy
ou
success.Theydonotmaket
hef
inal
deci
sionbutt
heymayhav
etr
emendousi
mpactont
he
out
come.Theyar
eof
tencl
osel
yconnect
edt
othebagofmoneyandposi
ti
oni
ngt
hem as
anal
l
ytoy
ourcausei
scr
it
ical
fory
oursuccess.

Howev
er,
all
i
escanbeat
remendousweal
thofi
nfor
mat
ion.Pi
ckt
hei
rbr
ainsand
l
ear
nhow y
oucandi
ff
erent
iat
eyour
sel
ffr
om t
hecompet
it
ion.Cust
omer
sbuy
di
ff
erences,
notsi
mil
ari
ti
es.

I
nt
ern
alCu
stome
r.

Thesear
efel
l
owempl
oyeesandmanager
swi
thi
nyourpl
aceof
busi
ness.Theysuppor
tyouandmakey
oul
ookgoodt
oyourext
ernal
cust
omer
s.
Appr
eci
atet
hem andt
reatt
hem wi
thr
espect
.

Unf
ort
unat
ely
,theyar
eof
tent
hev
ict
imsoft
hebl
amef
est
.Poori
nter
nal

16
 r
elat
ionshi
pscanhav
efat
alconsequencesf
ory
ourext
ernal
cust
omer
s.Ir
ecent
ly
sawananony
mousquot
ethatsuppor
tsmypoi
nt."
Wehav
elesst
ofearf
rom
out
sidecompet
it
iont
hanf
rom i
nsi
deconf
li
ct,
inef
fi
cienci
es,
discour
tesy
,andbad
ser
vice.Sot
rue.

Theywantt
ofi
xthepr
obl
em.I
t'
supt
oyout
oquar
ter
backal
loft
hecompany
's
r
esour
cest
oresol
vet
hei
rpr
obl
em.Wheny
ouwor
kinhar
monywi
thy
ouri
nter
nal
cust
omer
s,ext
ernal
cust
omer
sbecomet
hebenef
ici
aryofy
ouri
nter
nal
rel
ati
onshi
ps.

Beawar etooofy ourownper sonali

nternalcust
omers,
suchasf ami
l
y,spouse,
and
parent
s.Viewy ourki
ds,spouse,orsignif
icantot
herasyourper
sonali
nter
nal
customers.Theyalsodeserverespectfultr
eatment
.

Re
pea
tCu
stome
r.

Theyaret
hejewel
sofyourbusiness.Dothejobwell
thefi
rstti
meandyouoft
enget
rewar
dedwit
hanotheroppor
tunitytoser
vethem.Andguesswhat ?
Theygi
veyoumor emoney !Youmayhav ehear
dthatitcost
supt
ofiv
etimesas
muchtorepl
aceacustomerasi tdoestokeepone.

So,
keept
hem happy
.Underpr
omi
seandov
erdel
i
ver
.

Bor
n-
Aga
inCu
stome
r.

Thesear
epr
evi
ouscust
omer
swhonol
ongerdobusi
nesswi
thy
ou.Forsome
r
easont
heyhav
efor
got
tenabouty
ouort
heyar
est
il
lupsetwi
thy
ou.
Di
gupt
hei
rfi
l
e,gi
vet
hem acal
l
,andset
tl
eanyout
standi
nggr
iev
ance.Puty
our
egoasi
deandof
ferr
est
it
uti
ont
osat
isf
ythecust
omer
.

Theyof
tenbecomel
oyal
cust
omer
spr
ovi
dedy
our
esol
vet
hepr
obl
em t
othei
r
sat
isf
act
ion.Asy
ouwor
kwi
thy
ourcust
omer
s,y
ouwi
l
lfi
ndt
heSequent
ial
Model
is
appl
i
cabl
etoal
lsi
xty
pes.Remember
,Paypar
ti
cul
arat
tent
iont
oyour
i
nter
nal
cust
omer
s.

Bagof
Wind.

Youguessedi
t,t
hesepeopl
ehav
eli
tt
leornoi
mpactont
hedeci
sion.

17
 Theyar
eof
tenaneasypoi
ntofent
ryi
ntoanaccountbutt
heysel
dom cont
ri
but
eto
t
hesal
espr
ocess.I
nfactt
heydomor
ehar
mthangoodbycr
eat
ingaf
alsesenseof
aut
hor
it
y.

Ther
eisnot
hingwor
set
hanwast
ingv
aluabl
esel
l
inghour
sonpeopl
ewhocannot
hel
padv
ancet
hesal
e.Theymayal
sopr
ovi
decl
ari
tyast
owhot
heal
l
iesar
eand
whot
hebagofmoneyi
s.

Knowi
ngt
hesepeopl
ecanpr
ovet
obeahugeadv
ant
age;
knowl
edgei
spower
.

Cust
omerSegment
ati
on

I
nthesnowmobi
l
eexampl
e,t
heser
vedmar
ketconsi
stedofonesegmentbut
concei
vabl
y,t
heser
vedmar
ket
.Coul
dbemuchbr
oaderi
nscope.Forexampl
e,t
he
companycoul
ddeci
det
oser
veal
li
ndust
ri
alcust
omer
s(l
arge,
medi
um,
smal
l
)by
of
fer
ingdi
esel
-dr
ivensnowmobi
l
esf
ordel
i
ver
yuse.Thebr
oader
´ser
vedmar
ket
,
howev
er,
mustbesegment
edbecauset
hemar
keti
snothomogeneous;
thati
s,i
t
cannotbeser
vedbyonet
ypeofpr
oduct
/ser
viceof
fer
ing.

Cur
rent
ly,
theUni
tedSt
atesr
epr
esent
sthel
argestmar
keti
nthewor
ldf
ormost
pr
oduct
s;i
tisnotahomogeneousmar
ket
,howev
er.Notal
lcust
omer
swantt
he
samet
hing.Par
ti
cul
arl
yinwel
l
-suppl
i
edmar
ket
s,cust
omer
sgener
all
ypr
efer
pr
oduct
sorser
vicest
hatar
etai
l
oredt
othei
rneeds.Di
ff
erencescanbeexpr
essed
i
nter
msofpr
oductorser
vicef
eat
ures,
ser
vicel
evel
s,quai
ll
evel
s,ort
rysomet
hing
el
se.

I
notherwords,thel
argemarkethasav ar
ietyofsubmar ket
s, orsegments,
thatvar
ysubstanti
all
y.Oneofthecrucialel
ement sofmar ket
ingstrategyisto
choosethesegmentorsegment sthataretobeser ved.This,howev er,i
snotalways
easybecausediff
erentmethodsfordissect
ingamar ketmaybeempl oyedand
decidi
ngwhichmet hodtousemayposeapr obl
em.Virtuall
yallst
rategistssegment
thei
rmarket
s.

Typicall
y, t
heyuseSI Ccodes,annualpurchasev ol
ume, age,andincomeas
dif
ferentiati
ngv ar
iabl
es.Categori
esbasedont hesev ari
ables,however,maynot
suffi
ceasf arasthedevelopmentofstrategyisconcerned.RCA, forexample,i
nit
ial
l
y
cl
assifiedpot enti
alcust
omer sforcol
ortelevi
sionset
saccor dingtoage, i
ncome,and
socialclass.Thecompanysoonr eali
zedthatthesesegment swer enotcrucial
for

18
 cont
inuedgr
owt
hbecausepot
ent
ial
buy
erswer
enotconf
inedt
othosegr
oups.

Lateranal
ysisdi
scover
edthatther
ewer einnovat
ors´andf
ollower
s´ineach
oft
heabov egroups.Thi
sfi
ndingl
edt hecompanyt otai
lori
tsmarketi
ngstr
ategyt
o
var
ioussegmentsaccordi
ngtothei
rinnovat
iveness.Massaccept
ance

ofcol
ort el
evisi
onmi ghthavebeendel ay
edsubst ant
ial
lyifRCAhadf ol
l
owedamor e
tr
adit
ionalapproach.AnAmer icanfoodprocessorachievedrapsuccessintheFr
ench
marketaf t
erdiscov
eringthatmoder ni
tyFrenchwomenl i
kedprocessedfoodswhil
e
tr
adit
ionalFrenchhousewi veslookedupont hem asathreat.

Al eadi
ngindust
rial
manuf act
urerdiscover
edthati
tscr i
ti
calvari
ablewast heamount
ofannualusageperitem,notperorderorperanyotherconv enti
onalvar
iable.Thi
s
provedtobecrit
icalsi
nceheavyuser scanbeexpectedtobemor esensit
ivetoprice
andmaybemor eawar eofandresponsivetopromotionalperspect
ives.

Segment
ati
onai
msati
ncr
easi
ngt
hescopeofbusi
nessbycl
osel
yal
i
gni
nga
pr
oductorbr
andwi
thani
dent
if
iabl
ecust
omergr
oup.

Segment
ati
onCr
it
eri
a

Segment
ati
oncr
it
eri
avar
ydependi
ngont
henat
ureoft
he
mar
ket
.Inconsumergoodsmar
ket
ing,
onemayusesi
mpl
edemogr
aphi
candsoci
o
economi
cvar
iabl
es,
per
sonal
i
tyandl
i
fest
ylev
ari
abl
es,
orsi
tuat
ionspeci
fi
c-ev
ent
s
(
suchasusei
ntensi
ty,
brandl
oyal
ty,
andat
ti
tudes)ast
hebasesofsegment
ati
on.

I
nindust
ri
alsmar
ket
ing,
segment
ati
oni
sachi
evedbyf
ormi
ngenduse
segment
s,pr
oductsegment
s,geogr
aphi
csegment
s,commonbuy
ingf
act
or
segment
s,andcust
omersi
zesegment
s.Foradet
ail
edaccount
,howev
er,
r
efer
encemaybemadet
oat
ext
bookonmar
ket
ingmanagement
.

I
naddi
ti
ont
othesecr
it
eri
a,cr
eat
iveanal
yst
smaywel
li
dent
if
yot
her
s.Forexampl
e,
ashi
pbui
l
dingcompanydi
ssect
sit
stankermar
keti
ntol
arge,
medi
um,
andsmal
l
mar
ket
s;si
mil
arl
y,i
tscar
goshi
pmar
keti
scl
assi
fi
edi
ntohi
gh-
,
medi
um-
,andl
ow-
grademar
ket
s.Af
orkl
i
ftmanuf
act
urerdi
vi
desi
tsmar
ketont
he
basi
sofpr
oductper
for
mancer
equi
rement
s.Manyconsumer
-goods

19
 compani
es,
Gener
alFoods,
Proct
er&Gambl
e,andCoca-
Col
aamongt
hem,
base
t
hei
rsegment
sonl
i
fest
yleanal
ysi
s.Dat
aforf
ormi
ngcust
omersegment
smaybe
anal
yzedwi
tht
heuseofsi
mpl
est
ati
sti
cal
techni
ques(
e.g.
,av
erages)or
mul
ti
var
iat
emet
hods.

Concept
ual
l
y,t
hef
oll
owi
ngpr
ocedur
emaybeadopt
edt
ochooseacr
it
eri
onf
or
segment
ati
on:

I
dent
if
ypot
ent
ial
cust
omer
sandt
henat
ureoft
hei
rneeds.

Segmental
lcust
omer
sint
ogr
oupshav
ing

Commonr
equi
rement
s.

Thesamev
aluesy
stem wi
thr
espectt
othei
mpor
tanceoft
heser
equi
rement
s.

Det
ermi
net
het
heor
eti
cal
l
ymostef
fi
cientmeansofser
vingeachmar
ketsegment
,
maki
ngsur
ethatt
hedi
str
ibut
ionsy
stem sel
ect
eddi
ff
erent
iat
eseachsegmentwi
th
r
espectt
ocostandpr
ice.

Adj
ustt
hisi
deal
syst
em t
otheconst
rai
ntsoft
her
eal
wor
ld:
exi
sti
ngcommi
tment
s,
l
egal
rest
ri
cti
ons,
pract
ical
i
ty,
andsof
ort
h.Amar
ketcanal
sobesegment
edby
l
evel
ofcust
omerser
vice,
stageof
product
ion,
pri
ce/
per
for
mancechar
act
eri
sti
cs,
cr
edi
tar
rangement
swi
thcust
omer
s,l
ocat
ionofpl
ant
s,char
act
eri
sti
csof
manuf
act
uri
ngequi
pment
,channel
sofdi
str
ibut
ion,
andf
inanci
alpol
i
cies.

Thekeyi
stochooseav
ari
abl
eorv
ari
abl
est
hatsodi
vi
det
hemar
kett
hatcust
omer
s
i
nasegmentr
espondsi
mil
arl
ytosomeaspectoft
hemar
ket
erst
rat
egy
.The
v
ari
abl
eshoul
dbemeasur
abl
e;t
hati
s,i
tshoul
drepr
esentanobj
ect
ivev
alue,
such
asi
ncome,
rat
eofconsumpt
ion,
orf
requencyofbuy
ing,
notsi
mpl
yaqual
i
tat
ive
v
iewpoi
nt,
suchast
hedegr
eeofcust
omerhappi
ness.

Oncesegment
shav
ebeenf
ormed,
thenextst
rat
egi
cissuei
sdeci
dingwhi
chsegment
shoul
dbesel
ect
ed.Thesel
ect
edsegmentshoul
dcompl
ywi
tht
hef
oll
owi
ngcondi
ti
ons:

I
tshoul
dbeonei nwhi
cht hemaxi
mum di
ff
erent
ial
incompet
it
ive
str
ategycanbedev
eloped.

20
 I
tmustbecapabl
eofbei
ngi
sol
atedsot
hatcompet
it
iveadv
ant
agecanbe
pr
eser
ved.

I
tmustbev
ali
dev
ent
houghi
mit
ated.

Cust
omerSer
vice

Cust
omerser
vicei
sthepr
ovi
sionofser
vicet
ocust
omer
sbef
ore,
dur
ingand
af
terapur
chase.

Accor
dingt
oTur
banetal
.(2002)
,Cust
omerser
vicei
saser
iesofact
ivi
ti
es
desi
gnedt
oenhancet
hel
evel
ofcust
omersat
isf
act
iont
hati
s,t
hef
eel
i
ngt
hata
pr
oductorser
vicehasmett
hecust
omerexpect
ati
on.
"It
simpor
tancev
ari
es
by
product
s,i
ndust
ryandcust
omer
;def
ect
iveorbr
okenmer
chandi
secanbe
exchanged,
oft
enonl
ywi
thar
ecei
ptandwi
thi
naspeci
fi
edt
imef
rame.

Ret
ail
stor
eswi
l
lof
tenhav
eadeskorcount
erdev
otedt
odeal
i
ngwi
thr
etur
ns,
exchangesandcompl
aint
s,orwi
l
lper
for
mrel
atedf
unct
ionsatt
hepoi
ntofsal
e;t
he
per
cei
vedsuccessofsuchi
nter
act
ionsbei
ngdependentonempl
oyees"
whocan
adj
ustt
hemsel
vest
otheper
sonal
i
tyoft
heguest
".

Fr
om t
hepoi
ntofv
iewofanov
eral
lsal
espr
ocessengi
neer
ingef
for
t,cust
omerser
vice
pl
aysani
mpor
tantr
olei
nanor
gani
zat
ion'
sabi
l
ityt
ogener
atei
ncomeandr
evenue.Fr
om
t
hatper
spect
ive,
cust
omerser
viceshoul
dbei
ncl
udedaspar
tofanov
eral
lappr
oacht
o
sy
stemat
ici
mpr
ovement
.

Acust
omerser
viceexper
iencecanchanget
heent
ir
eper
cept
ionacust
omerhas
oft
heor
gani
zat
ion.Somehav
ear
guedt
hatt
hequal
i
tyandl
evel
ofcust
omerser
vice
hasdecr
easedi
nrecenty
ear
s,andt
hatt
hiscanbeat
tri
but
edt
oal
ack
ofsuppor
torunder
standi
ngatt
heexecut
iveandmi
ddl
emanagementl
evel
sofa
cor
por
ati
onand/
oracust
omerser
vicepol
i
cy.

Toaddr
esst
hisar
gument
,manyor
gani
zat
ionshav
eempl
oyedav
ari
etyof
met
hodst
oimpr
ovet
hei
rcust
omersat
isf
act
ionl
evel
s,andot
herKPI
s.

21
 Si
gni
fi
canceoft
hest
udy

1.
it
’sal
eadi
ngi
ndi
cat
orofconsumerr
epur
chasei
ntent
ionsandl
oyal
ty

Cust
omersat
isf
act
ioni
sthebesti
ndi
cat
orofhowl
i
kel
yacust
omerwi
l
lmakea
pur
chasei
nthef
utur
e.Aski
ngcust
omer
stor
atet
hei
rsat
isf
act
iononascal
eof1-
10
i
sagoodwayt
oseei
ftheywi
l
lbecomer
epeatcust
omer
sorev
enadv
ocat
es.

2.
it
’sapoi
ntof
dif
fer
ent
iat
ion

I
nacompet
it
ivemar
ket
placewher
ebusi
nessescompet
eforcust
omer
s;cust
omer
sat
isf
act
ioni
sseenasakeydi
ff
erent
iat
or.Busi
nesseswhosucceedi
nthesecut
-
t
hroatenv
ironment
sar
etheonest
hatmakecust
omersat
isf
act
ionakeyel
ementof
t
hei
rbusi
nessst
rat
egy
.

3.
Itr
educescust
omer
chur
n

AnAccent
uregl
obal
cust
omersat
isf
act
ionr
epor
t(2008)f
oundt
hatpr
icei
snott
he
mai
nreasonf
orcust
omerchur
n;i
tisact
ual
l
yduet
otheov
eral
lpoorqual
i
tyof
cust
omerser
vice.

4.
Iti
ncr
easescust
omerl
i
fet
imev
alue

Ast
udybyI
nfoQuestf
oundt
hata‘
tot
all
ysat
isf
iedcust
omer
’cont
ri
but
es2.
6ti
mes
mor
erev
enuet
hana‘
somewhatsat
isf
iedcust
omer
’.Fur
ther
mor
e,a‘
tot
all
ysat
isf
ied
cust
omer
’cont
ri
but
es14t
imesmor
erev
enuet
hana‘
somewhatdi
ssat
isf
ied
cust
omer
’.

5.
Itr
educesnegat
ivewor
dof
mout
h

McKi
nseyf
oundt
hatanunhappycust
omert
ell
sbet
ween9-
15peopl
eaboutt
hei
r
exper
ience.I
nfact
,13%ofunhappycust
omer
stel
lov
er20peopl
eaboutt
hei
r
exper
ience.That
’sal
otofnegat
ivewor
dofmout
h.

22
 Focusoft
hest
udy

Net
igat
eisaweb-
basedpl
atf
orm ser
viceof
fer
ingav
ari
etyofcust
omer
sat
isf
act
ionandv
oiceofcust
omersur
vey
sol
uti
ons.

Dependi
ngonhowy
oupr
efert
ocommuni
cat
ewi
thy
ourcust
omer
s,Net
igat
ecan
hel
pyouwi
thsur
vey
scar
ri
edoutv
iaemai
l
,textmessagesorquest
ionnai
res.

Whatt
ypeofquest
ionscoul
dber
elev
antf
ory
out
oask.Andwhati
sitt
haty
ouar
e
hopi
ngt
ofi
ndoutt
hroughy
oursur
veyt
hatwi
l
lhel
pyout
odev
elopandi
mpr
ovey
our
ser
vicei
nthef
utur
e?

Twocommonsur
veymodel
stoi
nvest
igat
ecust
omersat
isf
act
ionar
ebasedont
he
f
oll
owi
ngst
ruct
ure:

1.Post
pur
chaseev
aluat
ionwi
th,
for
exampl
e,
 Net
Promot
erScor
e,whi
chal
l
owsy
ou
t
oeasi
l
yaskquest
ionsandgat
heranswer
sforsi
mpl
eanal
ysi
sandf
oll
owup.

2.Annualcust
omersur
vey
stomeasur
esat
isf
act
ionandhi
ghl
i
ghtar
easf
or
i
mpr
ovement
.

Accor
dingt
oar
ecentsur
vey
,89%oft
hecompani
esaskedcl
aimedt
hatcust
omer
sat
isf
act
ionwi
l
lbet
hemosti
mpor
tantcompet
it
ivef
act
ori
nthenexty
ear
,wheni
t
comest
osuccessi
nbusi
ness.

Regar
dlessofy
ourf
iel
diti
shi
ghl
yunl
i
kel
ythaty
ouar
eal
oneont
hemar
ket
.Keep
y
ourf
ocusoncust
omersat
isf
act
ion.Ahi
ghl
evel
ofcust
omersat
isf
act
ionwi
l
lal
l
ow
y
out
ost
andupst
rongl
yagai
nsty
ourcompet
it
ors.Aswel
laskeept
hecust
omer
s
y
ouhav
e,andgai
nnewones.

23
 Obj
ect
iveoft
hest
udy

I
naddi
ti
ont
oacl
earst
atementdef
ini
ngcust
omersat
isf
act
ion,
anysuccessf
ul
cust
omersur
veypr
ogr
am musthav
eacl
earsetofobj
ect
ivest
hat
,oncemet
,wi
l
l
l
eadt
oimpr
ovedper
for
mance.Themostbasi
cobj
ect
ivest
hatshoul
dbemetbyany
cust
omersur
vey
ingpr
ogr
am i
ncl
udet
hef
oll
owi
ng:

 Under
standi
ngt
heexpect
ati
onsandr
equi
rement
sofy
our
cust
omer
s.
 Det
ermi
ninghowwel
lyourcompanyandi
tscompet
it
orsar
esat
isf
ying
t
heseexpect
ati
onsandr
equi
rement
s.
 Devel
opi
ngser
viceand/
orpr
oductst
andar
dsbasedony
our
fi
ndi
ngs.
 Exami
ningt
rendsov
ert
imei
nor
dert
otakeact
iononat
imel
ybasi
s.
 Est
abl
i
shi
ngpr
ior
it
iesandst
andar
dst
ojudgehowwel
lyou’
vemett
hese
goal
s.

Bef
oreanappr
opr
iat
ecust
omersat
isf
act
ionsur
vey
ingpr
ogr
am canbedesi
gned,
the
f
oll
owi
ngbasi
cquest
ionsmustbecl
ear
lyanswer
ed:

 Howwi
l
lthei
nfor
mat
ionwegat
herbeused?
 Howwi
l
lthi
sinf
ormat
ional
l
owust
otakeact
ioni
nsi
det
heor
gani
zat
ion?
 Howshoul
dweuset
hisi
nfor
mat
iont
okeepourcust
omer
sandf
indnew
ones?

24
 l
i
mit
ati
onoft
hest
udy

Bi esponse:
asedr Ther
ewasascopeofpr
oduci
ngbi
asedr
esponseson
t
hepar
toft
hecust
omer
s.Thecust
omer
scoul
dbebi
asedr
egar
ding
opi
nionst
owar
dscer
tai
nfact
orswhi
l
eanswer
ingt
hequest
ionnai
re.
•Lackofqui
ckaccesst
oinf
ormat
ion:
Ther
esear
chi
nvol
vedext
ensi
ver
eadi
ngof
t
heor
eti
cal
concept
sandt
hor
oughknowl
edgeoft
heor
gani
zat
ions.Butt
he
i
nfor
mat
ionwasnoteasi
l
yav
ail
abl
eandt
husr
equi
redal
otofr
eadi
ngandsor
ti
ng.
I
nfor
mat
ionhadt
obegat
her
edf
rom v
ari
oussour
ces,
whi
chconsumedal
ot
of
ti
me.
•Li
mit
edt
opar
ti
cul
arcust
omer
s:Ther
esear
chwasl
i
mit
edt
ocust
omer
s
whohadpur
chased i
nBangal
oreonl
y.Thecust
omer
swhohad
pur
chasedt
hepr
oduct
sfr
om ot
herout
let
s,st
ateswer
enotconsi
der
edandt
he
pot
ent
ial
cust
omer
soft
hepr
oduct
swer
enotconsi
der
ed.
•Fi
nanci
alConst
rai
nts:
Ast
hisi
sanacademi
cresear
chandal
l
ocat
inghi
gh
budget
stor
esear
chconduct
edbyst
udent
sisnotf
easi
ble,
thi
sresear
ch
di
dsuf
ferf
rom f
inanci
alconst
rai
ntsandcompr
omi
sehadt
obemadei
nar
eassuch
ast
rav
eli
ngcost
,pr
int
ingcost
set
c.
•Sampl
i
ngconst
rai
nts:
Thesampl
esi
zechosenf
ort
hisr
esear
chwas100.
Howev
er,
ahi
ghersampl
esi
zewoul
dhav
eresul
tedi
nget
ti
ngacl
ear
pict
ure
r
egar
dingv
ari
ousf
act
orsment
ionedi
nthequest
ionnai
re.
•Rel
uct
antcust
omer
s:Duet
ocer
tai
nfact
orsl
i
kel
ackoft
ime,
disi
nter
estet
c.
t
hecust
omer
swer
erel
uct
antt
ofi
l
lthequest
ionnai
res.Thi
sreducedt
he
chancesofhav
ingahi
ghersampl
esi
ze.
•Ti
meconst
rai
nts:
Sincet
hisr
esear
chwast
obecompl
etedwi
thi
naset
deadl
i
ne,
itsuf
fer
edf
rom t
imeconst
rai
nts.Ev
ident
ly,
mor
eti
mewoul
dhav
e
r
esul
tedi
nmor
eef
fect
ivenessoft
her
esear
ch.

25
 I
ndust
rypr
ofi
l
e

Formor
ethan52y
ear
s,Tal
broshasbeenl
eadi
ngt
hewayi
ntheI
ndi
anaut
omot
ive
component
sindust
ry.Ref
lect
ingl
eader
shi
panddemonst
rat
ingexcel
l
ence,Tal
brosi
s
commi
tt
edt
oachi
evi
nggr
eat
ercust
omersat
isf
act
ioni
nthey
ear
stocome.

Tal
brosAut
omot
iveComponent
sLt
d.,
thef
lagshi
pmanuf
act
uri
ngcompanyoft
heGr
oup
wasest
abl
i
shedi
nthey
ear1956t
omanuf
act
ureAut
omot
ive&I
ndust
ri
alGasket
sin
col
l
abor
ati
onwi
thCooper
sPay
enofUK,now Feder
alMogulSeal
i
ngSy
stems(
Slough)
Lt
d.,
UK.

Today
,af
ter50successf
uly
ear
s,Tal
brosst
andspr
oudandt
allasamot
herbr
andof
gasket
s,st
eer
ing&suspensi
oncomponent
s,st
ampi
ngs,
rubberpr
oduct
sandf
orgi
ngs.
Tal
brosGr
ouphasst
rongpar
tner
shi
psf
ormedwi
thgl
obalgi
ant
s.Not
abl
eamongt
he
j
ointv
ent
urepar
tner
sar
eFeder
alMogul
-USA,Ni
pponLeakl
essCor
por
ati
on– Japan,
Af
fi
niaGr
oup–USAandmostr
ecentbei
ngPr
esswer
kKr
efel
d(PWK)–Ger
many
.
Whi
l
eoursy
mbi
oti
crel
ati
onshi
pwi
thourGl
obalpar
tner
shav
ekeptusabr
eastwi
th
i
nnov
ati
onswi
thi
nthef
iel
d,ourl
ongandf
rui
tf
ulassoci
ati
onwi
tht
hem bear
swi
tnesst
o
t
he t
rustand sol
i
dar
it
ythatTal
bros name i
s sy
nony
mous wi
th.OurResear
ch&
Dev
elopmentCent
resshowcaseourdesi
gncapabi
l
iti
esi
ncl
udi
ngendur
ance,st
ati
cand
si
mul
ated env
ironmentt
est
ing.Today
,ourmanuf
act
uri
ng pr
owess spans ov
er6
busi
nessand12f
aci
l
iti
es.

The l
argestOEMs l
i
ke Ashok Ley
land,Baj
ajAut
o,Cummi
ns Gr
oup,Ei
cherI
ndi
a,
Escor
tsGr
oup,
For
ceMot
ors,
Gener
alMot
ors,
Her
oHonda,
Honda,
Hyundai
,
John
Deer
e,Mahi
ndr
a&Mahi
ndr
a,Mar
uti
Suzuki
,
Suzuki
,
TAFE,
Tat
aMot
ors,
Tat
a

26
 Cummi
ns,Si
mpsonsandi
nter
nat
ionalcor
por
atesl
i
keAf
fi
niaAut
omot
ivear
eourpr
oud
cust
omer
s.

The Gr
oup compani
es ar
e TS 16949 and I
SO 14001 cer
ti
fi
ed.Tal
brosGr
oup
por
tfol
i
oal
soi
ncl
udesMer
cedesBenzdeal
ershi
pforpassenger
car
s.

Tal
bros,wher
eiti
stodayi
sduet
otheexcel
l
enceofi
tspr
oductof
fer
ings,commi
tment
t
oqual
i
ty,
att
ent
iont
odet
ail
andpr
ofessi
onal
appr
oach.

We,
todaycandesi
gn,
dev
elopandmanuf
act
urepr
oduct
saspercust
omerr
equi
rement
s
compet
it
ivel
y.

Tal
brosi
swher
eiti
stodayduet
otheexcel
l
enceofi
tspr
oductof
fer
ings,
itscommi
tment
t
oqual
i
ty,at
tent
iont
odet
ailand,pr
imar
il
y,duet
oit
sincr
edi
blewor
kfor
ce.Ourpeopl
e-
f
ri
endl
yandpr
ofessi
onalappr
oacht
owar
dshumanr
esour
cedev
elopmenti
sresponsi
ble
f
orourr
emar
kabl
ylowat
tri
ti
onr
ate.

Const
antupgr
adat
ionofski
l
lsatt
rai
ning pr
ogr
ammesi
nIndi
aand abr
oad and an
exempl
arywor
kcul
tur
ehasmadeev
erymemberofourt
eam gear
edf
ornewchal
l
enges.
Bot
hempl
oyeeandcust
omersat
isf
act
ionar
eofext
remei
mpor
tancet
ous.

TheTal
brosGr
oupi
sther
esul
tofst
rongpar
tner
shi
psf
ormedwi
thgl
obal
giant
s.Not
abl
e
amongourj
ointv
ent
urepar
tner
sar
eFeder
alMogul(
USA)
,Ni
pponLeakl
essCor
por
ati
on
(
Japan)andAf
fi
niaGr
oupI
nc.(
USA)
.

Whi
l
eoursy
mbi
oti
crel
ati
onshi
pswi
thourpar
tnerf
ir
mshav
ekeptusabr
eastwi
th
i
nnov
ati
onswi
thi
nthef
iel
d,ourl
ongandf
rui
tf
ulassoci
ati
onswi
tht
hem bear
s
wi
tnesst
othet
rustandsol
i
dar
it
ythatt
heTal
brosnamei
ssy
nony
mouswi
th

27
 QUALI
TY

TheTal
brosGr
oupcompani
esar
eTS16949andI
SO14001cer
ti
fi
ed.Ourt
eam t
akes
t
hequestf
orqual
i
tyv
eryser
iousl
y.Forev
erypi
ecet
hati
smanuf
act
ured,qual
i
ty
st
andar
dsar
est
ri
ctl
yadher
edt
oandi
ndust
rybenchmar
ks
of
ten set
.

Ourunr
elent
ingquestf
orper
fect
ionext
endst
othesuppl
ychai
nandt
oev
eryper
son
r
esponsi
blef
orext
endi
ngqual
i
tyser
vicet
othecust
omer
.

CUSTOMERS

Thel
argestI
ndi
an OEMsl
i
keAshokLey
land,Baj
ajAut
o,Cummi
ns,Ei
cherGr
oup,
Escor
tsGr
oup,For
ceMot
ors,Gener
alMot
ors,Her
oHonda,Honda,Hy
undai
,John
Deer
e,Mahi
ndr
a&Mahi
ndr
a,Mar
utiSuzuki
,Suzuki
,TAFE,Tat
aMot
ors,Tat
aCummi
ns
andi
nter
nat
ionalcor
prat
esl
i
keAr
vinMer
it
or(
USA)
,Car
rar
o(I
tal
y),Qui
ntonHazel
l
Aut
omot
ives(
UK)andSai
paGr
oup(
Ir
an)ar
eourpr
oudcust
omer
s.

Tr
ansf
ormi
ngpr
oduct
sint
oindust
rybenchmar
ksr
equi
resexper
ti
seandi
ntensebel
i
ef
i
none'
sownabi
l
iti
es.OurResear
ch&Dev
elopmentCent
resshowcaseourdesi
gnand
t
est
ingcapabi
l
iti
esi
ncl
udi
ngendur
ance,st
ati
cand si
mul
ated env
ironmentt
est
ing.
Today
,ourmanuf
act
uri
ngpr
owessspansov
ersi
xpr
oductbusi
nessesand12f
aci
l
iti
es.
Ourcust
omer
’st
rusti
nourpr
oduct
sbear
stest
imonyt
oouri
mpeccabl
equal
i
tyand
uncompr
omi
singmanuf
act
uri
ngst
andar
ds.

28
 CompanyPr
ofi
l
e

TALBROSAUTOMOTI
VECOMPONENTSLTD.

[
GASKETDI
VISI
ON]

Est
abl
i
shedi
nthey
ear1956t
omanuf
act
ureAut
omot
ive&I
ndust
ri
alGasket
sin
col
l
abor
ati
onwi
thCooper
sPay
enofUK,
nowFeder
alMogul
Seal
i
ngSy
stems(
Slough)
Lt
d.,
U.K.

Today
,af
ter52successf
uly
ear
s,Tal
brosGasket
sst
andspr
oudandt
all
ast
hel
eadi
ng
br
andf
orgasket
sandseal
i
ngpr
oduct
s.

Tal
brosGr
ouphasst
rongpar
tner
shi
psf
ormedwi
thgl
obal
giant
s.Not
abl
eamongt
he
j
ointv
ent
urepar
tner
sar
eFeder
alMogul
seal
i
ngsy
stems(
Sloughl
i
mit
ed,
asubsi
diar
yof
Feder
al-
Mogul
Cor
por
ati
on,
USA)&Ni
pponLeakl
essCor
por
ati
on(
Japan)
.
Whi
l
eoursy
mbi
oti
crel
ati
onshi
pwi
thourGl
obal
par
tner
shav
ekeptusabr
eastwi
th
i
nnov
ati
onswi
thi
nthef
iel
d,ourl
ongandf
rui
tf
ulassoci
ati
onswi
tht
hem bear
swi
tnesst
othe
t
rustandsol
i
dar
it
ythatt
heTal
brosnamei
ssy
nony
mouswi
th.
OurResear
ch&Dev
elopmentCent
resshowcaseourdesi
gncapabi
l
iti
esi
ncl
udi
ng
endur
ance,
stat
icandsi
mul
atedenv
ironmentt
est
ing.Today
,ourmanuf
act
uri
ng
pr
owessspansov
er4f
aci
l
iti
es.

Thel
argestOEMsl
i
keAshokLey
land,
Baj
ajAut
o,Cummi
nsGr
oup,
EicherI
ndi
a,
Escor
tsGr
oup,
For
ceMot
ors,
Gener
alMot
ors,
Her
oHonda,
Honda,
Hyundai
,John
Deer
e,Mahi
ndr
a&Mahi
ndr
a,Mar
uti
Suzuki
,Suzuki
,Taf
e(Tr
act
or&Far
m Equi
pment
),
Tat
aMot
ors,
Tat
aCummi
ns,
Simpsonsandi
nter
nat
ional
cor
por
atesl
i
keGear
wor
ld,
Gener
alMot
orsar
eourpr
oudcust
omer
s.

29
 We,
todaycandesi
gn,
dev
elopandmanuf
act
urepr
oduct
saspercust
omer
r
equi
rement
scompet
it
ivel
y.

PRODUCTS

Gasket&ki
ts-v
iz.
,Cy
li
nderheadgasket
s,Engi
neov
erhaul
kit
,Conv
ersi
onki
t,Mul
ti
l
ayerst
eel
gasket
,St
eel
elast
omergasket
,Edgemoul
dedgasket
,exhaustmani
fol
ds
gasket
s,Rubbermoul
dedgasket
s,heatshi
elds,
secondar
ygasket
s,shi
ms&
washer
s,ki
ts,
Tyr
eseal
antandmor
e.

COLLABORATI
ON

Feder
alMogul
Seal
i
ngSy
tems[Sl
oughLi
mit
ed]
,aSubsi
diar
yofFeder
al-Mogul
Cor
por
ati
on,
U.S.
A.

Ni
pponLeakl
essCor
por
ati
on-Japan

Manuf
act
uri
ngExper
ti
se

 4Moder
nmanuf
act
uri
ngPl
ant
s
 Numberofpr
oduct
s:8000+
 52year
sofhands-
onmanuf
act
uri
ngexper
ience
 St
rongPr
oductEngi
neer
ingCapabi
l
ity
 Dedi
cat
edResear
ch,
Desi
gn,
Dev
elopment&Test
ingCapabi
l
ity
.
 St
ateoft
hear
tTool
room wi
thsophi
sti
cat
edmachi
nesf
rom Deckel
Maho
(
Ger
many
),Haas(
USA),
Char
mil
l
es(
Swi
tzer
land)andmor
e.

30
 QUALI
TYASSURANCE

Ov
ert
hey
ear
s,Tal
brosnamehasbecomesy
nony
mouswi
thhi
ghqual
i
tyand
r
eli
abi
l
ityandwi
l
lcont
inuet
obr
ingt
oal
li
tscust
omer
s,t
hel
atestt
echnol
ogyi
n
gasketseal
i
ng.

I
nkeepi
ngwi
thi
tsongoi
ngcommi
tmentt
oQual
i
ty-
wehav
ebenchmar
ked
i
nter
nat
ional
standar
dsandi
ntr
oducedst
ri
ngentqual
i
tyt
est
susi
ngsophi
sti
cat
ed,
st
ate-
of-
the-
artt
est
ingequi
pment
/gadget
sther
ebyensur
ingt
hatt
hepr
oduct
sar
eof
super
iorqual
i
ty.

Lat
estEqui
pmentt
ochecki
ncomi
ng,
processandf
inal
inspect
ion

TALBROSAUTOMOTI
VECOMPONENTSLTD.

31
 [FORGI
NGDI
VISI
ON]

Wi
thanannual
inst
all
edcapaci
tyof8500Tons,
wear
ecompet
entt
omeett
hehot
f
orgi
ngr
equi
rement
sforal
lthesegment
sofAut
omot
iveI
ndust
ryv
iz.
,Heav
y
Commer
cial
Vehi
cle,
LightCommer
cial
Vehi
cles,
PassengerVehi
cle,
Far
m/Tr
act
ors,
Of
f-
highwayVehi
cles,
etc.

PRODUCTS

For
gedandmachi
nedpar
tsf
orAut
omot
iveI
ndust
ri
es(
Housi
ng,
EndYokeFor
gings,
Ti
eRodAr
ms,
Connect
ingRod,
KingPi
ns,
GearBl
anks)

Wei
ghtr
angi
ngf
rom 500Gr
amst
o6Kgs.

COLLABORATI
ON

Techni
cal
Col
l
abor
ati
onwi
thPr
esswer
kKr
efel
dGmbH&Co.KG,
Kref
eld,
Ger
many
,a
par
tofMacLeanFoggGr
oup.

Manuf
act
uri
ngExper
ti
se

 AnnualI
nst
all
edCapaci
tyof8500Tonswi
th7hotf
orgi
ngpr
essl
i
nesr
angi
ng
f
rom 250Tont
o1600Ton.
 St
rongPr
oductEngi
neer
ingCapabi
l
itywi
thFor
gingSi
mul
ati
onDef
orm
sof
twar
edev
elopedbySci
ent
if
icFor
mingTechnol
ogi
es
Cor
por
ati
on,
Ohi
o.
 Dedi
cat
edTool
Room f
aci
l
iti
esi
ncl
udeVer
ti
cal
Tur
ningCent
ers,
wir
e
cut
EDM.
 HeatTr
eat
mentf
aci
l
iti
es(
Nor
mal
i
sing,
ISO-
Anneal
i
ng,
Har
deni
ng&
Temper
ing)&I
nduct
ionhar
deni
ng.

32
  Pi
oneeri
nmanuf
act
uri
ngoft
hecr
it
ical
for
gingsl
i
keConnect
ingRods,
Yokes,
TieRodEndset
c.

Ourpr
oduct
sar
eexpor
tedt
ovar
iouscount
ri
esl
i
keI
tal
y,Nor
thAmer
ica&Spai
n,&
Ger
many
.

Qual
i
tyAssur
ance

Lat
estequi
pment
sli
keMet
all
urgi
cal
Micr
oscope,
ImageAnal
yzer
,CMM,
andot
her
equi
pment
stochecki
ncomi
ng,
process&f
inal
productqual
i
tydi
mensi
onal
l
y&
met
all
urgi
cal
l
y.

33
 TALBROSAUTOMOTI
VECOMPONENTSLTD.

[STAMPI
NG&RUBBERDI
VISI
ON]

St
ampi
ngDi
vi
sionThi
sdi
vi
sioni
sequi
ppedwi
thPr
ogr
essi
vef
eederl
i
nesof250Ton,
160Ton,
110Tonpowerpr
esseswi
thcapaci
ti
esr
angi
ngupt
o5mm t
hicknessand500
mm wi
dthcoi
l
s.Thest
ampi
ngal
sohasst
andal
onepowerpr
essesr
angi
ngf
rom 30
Tont
o315Ton,
28wel
dingst
ati
onsandi
scapabl
etopr
ocess200Tonofsheetst
eel
permont
h.

Thepr
oductr
angei
ncl
udesSheetmet
alPr
essedcomponent
s,BackPl
atesf
orbr
aki
ng
sy
stems,
Suspensi
onCont
rol
arms,
Wel
dedsheetmet
alsubassembl
i
es,
sheetmet
al
component
sforI
ndust
ri
aluseandDoorHi
nges.

RubberDi
vi
sionThi
sdi
vi
sioni
sdedi
cat
edt
othemanuf
act
uri
ngofRubberpar
tsand
Rubbert
omet
albondedcomponent
s,l
i
keEngi
nemount
s,Aut
omobi
l
ebodymount
s,
Aut
omot
iveengi
neGasket
s,st
ati
onar
ypowergener
ati
onengi
negasket
s,Ext
eri
or
andI
nter
ioraut
omot
iveRubbercomponent
s,seal
s,Or
ings,
BushesandDustcov
ers.
Rubberdi
vi
sioni
sequi
ppedwi
thI
nject
ionMol
ding,
Vacuum Tr
ansf
erI
nject
ion
Mol
dingandCompr
essi
onmol
ding.Thi
sdi
vi
sional
sohasRubbermi
xi
ngf
aci
l
iti
es
l
i
keKneader
,Mi
xi
ngMi
l
ls,
Sandbl
ast
ing,
Phosphat
ing,
andSl
i
cer
.

Manuf
act
uri
ngExper
ti
se

 Moder
nmanuf
act
uri
ngPl
antwi
thmanuf
act
uri
ngpr
act
icescompi
l
edwi
th
APQP,
FMEA,
PFMEA,
PokeYoke,
PPAPandTPMact
ivi
ti
es.
 Numberofpr
oduct
s:500+
 St
rongPr
oductEngi
neer
ingCapabi
l
ity
.
 Dedi
cat
edResear
ch,
Desi
gn,
Dev
elopment&Test
ingCapabi
l
ity
.
 St
ateoft
hear
tinhouset
ool
room wi
thsophi
sti
cat
edmachi
nes.

34
 Qual
i
tyAssur
ance

I
nkeepi
ngwi
thi
tsongoi
ngcommi
tmentt
oSaf
etyandQual
i
tyWehav
ebench
mar
kedi
nter
nat
ional
standar
dsandi
ntr
oducedst
ri
ngentqual
i
tyt
est
susi
ng
sophi
sti
cat
ed,
stat
e-of
-t
he-
artt
est
ingequi
pment
/gadget
sther
ebyensur
ingt
hatt
he
pr
oduct
sar
eofsuper
iorqual
i
ty.

Besi
des i
n-house t
est
ing,t
he pr
oduct
s go t
hrough ext
ensi
vet
ri
als speci
all
y
desi
gnedt
ost
resspar
tsbey
ondnor
malper
for
mancel
evel
.Tr
ial
sar
eal
socar
ri
ed
outon v
ehi
cleson speci
all
ypr
epar
ed t
rackson t
he pr
emi
sesoft
hev
ehi
cle
manuf
act
urer
s.

Lat
estEqui
pmentt
ochecki
ncomi
ng,
processandf
inal
inspect
ion.

35
 QHTALBROSLTD.

"
Bestnamei
nSt
eer
ing&Suspensi
on"

Wi
thanannual
inst
all
edcapaci
tyi
nexcessof15Mi
l
li
onAssembl
i
escoupl
edwi
th
t
hei
nter
nat
ional
l
yaccl
aimedt
echnol
ogyedgeofi
tsEur
opeanpar
tnert
heCompany
i
scompet
entt
omeett
her
equi
rement
sforal
lthesegment
sofAut
omot
iveI
ndust
ry
v
iz.
,Heav
yCommer
cial
Vehi
cle,
LightCommer
cial
Vehi
cles,
PassengerVehi
cle,
Far
m/Tr
act
ors,
Off
-hi
ghwayVehi
cles,
etc.andcat
eri
ngt
oawi
despect
rum ofOEMs
suchasMar
uti
Suzuki
,Tat
aMot
ors,
Mahi
ndr
a&Mahi
ndr
a,Gener
alMot
ors,
For
ce
Mot
ors,
EicherMot
ors,
AshokLey
land,
Hindust
anMot
ors,
Car
rar
oGr
oup(
It
aly
)to
namej
ustaf
ew.

PRODUCTS

St
eer
ing&Suspensi
onComponent
s,v
iz.
,Ti
eRodAssembl
y,Bal
lSuspensi
onJoi
nts,
I
nnerBal
lJoi
ntAssembl
y,Out
erBal
lJoi
ntAssembl
y,Dr
agLi
nks,
Cont
rol
Ar
ms/
WishbonesandSt
eer
ingLi
nkageAssembl
i
es,
Tor
queRods,
V-Fr
ame.

COLLABORATI
ON

Qui
ntonHazel
lAut
omot
iveLt
d.,
U.K.

Manuf
act
uri
ngExper
ti
se

 AnnualI
nst
all
edCapaci
tyof15Mi
l
li
on+Assembl
i
es.

36
  5Moder
nmanuf
act
uri
ngPl
ant
s.
 Numberofpr
oduct
s:1200+
 25year
sofhands-
onmanuf
act
uri
ngexper
ience
 St
rongPr
oductEngi
neer
ingCapabi
l
ity
 Dedi
cat
edResear
ch,
Desi
gn,
Dev
elopment&Test
ingCapabi
l
ity

Uncompr
omi
singappr
oacht
owar
dsqual
i
tyandsuper
iort
echnol
ogyhasmadei
ts
pr
oduct
sthef
ir
stchoi
ceofl
eadi
ngv
ehi
clebr
andsont
heI
ndi
anr
oadsandt
he
companycat
erst
other
equi
rement
sofpr
emi
um O.
E.Ms.i
nIndi
a.

Pr
oduct
sar
eexpor
tedt
ovar
iouscount
ri
es,
li
keUSA,
Ital
y,UK,
Argent
ina,
Pol
and,
Sri
Lanka,
andCol
umbi
a.

QUALI
TYASSURANCE

37
 I
nkeepi
ngwi
thi
tsongoi
ngcommi
tmentt
oSaf
etyandQual
i
tyWehav
ebench
mar
kedi
nter
nat
ional
standar
dsandi
ntr
oducedst
ri
ngentqual
i
tyt
est
susi
ng
sophi
sti
cat
ed,
stat
e-of
-t
he-
artt
est
ingequi
pment
/gadget
sther
ebyensur
ingt
hatt
he
pr
oduct
sar
eofsuper
iorqual
i
ty.

Besi
desi
n-houset
est
ing,
thepr
oduct
sgot
hroughext
ensi
vet
ri
alsspeci
all
y
desi
gnedt
ost
resspar
tsbey
ondnor
mal
per
for
mancel
evel
. Tr
ial
sar
eal
so
car
ri
edoutonv
ehi
cl
esonspeci
all
ypr
epar
edt
racksont
hepr
emi
sesoft
he
v
ehi
clemanuf
act
urer
s.

Lat
estEqui
pmentt
ochecki
ncomi
ng,
processandf
inal
inspect
ion

NI
PPONLEAKLESSTALBROSLTD.

Est
abl
i
shedi
nthey
ear2005t
omanuf
act
ureAut
omot
iveGasket
sasaj
oint
v
ent
urebet
weenTal
brosAut
omot
iveComponentLi
mit
edandNi
ppon
Leakl
essCor
por
ati
onJapan.

Cust
omer
s

HondaMot
orcy
cleandscoot
ersHer
o
HondaMot
ors
HondaSi
elPowerPr
oduct
sSuzuki
Mot
orcy
cleI
ndi
a

38
 PRODUCTS

Aut
omot
ivegasket
s

PRODUCTS

Gasket
s&Gasketki
ts:
-

 CYLI
NDERHEADGASKETS
 ENGI
NEOVERHAULKI
TS
 CONVERSI
ONKI
TS
 MULTILAYERSTEELGASKETS
 STEELELASTOMERGASKETS
 EDGEMOULDEDGASKETS
 EXHAUSTMANI
FOLDSGASKETS
 RUBBERMOULDEDGASKETS
 HEATSHI
ELDS
 SECONDARYGASKETS
 SHI
MS&WASHERS
 TYRESEALANT

39
 St
eer
ing&Suspensi
onComponent
s:-

I
NNERANDOUTERBALLJOI
NTS
 SUSPENSI
ONBALLJOI
NTS
 TRACKCONTROLARMS
 WI
SHBONES–SHEETMETAL,
FORGEDANDALUMI
NUM FORGED
 TI
ERODASSEMBLI
ES
 DRAGRODASSEMBLI
ES
 STABI
LIZERLI
NKASSEMBLI
ES
 STEERI
NGLI
NKAGEASSEMBLI
ES
 TORQUERODS
 V-
FRAMES
 PI
TMANARMS

SheetMet
alPr
oductRange:
-

 SHEETMETALPRESSEDCOMPONENTS
 BACKPLATESFORBRAKI
NGSYSTEMS
 SUSPENSI
ONCONTROLARMS
 WELDEDSHEETMETALSUB-
ASSEMBLI
ES

40
  SHEETMETALCOMPONENTSFORI
NDUSTRI
ALUSE
 BACKPLATES
 ENGI
NEMOUNTS

Rubber&RubberMoul
dedPr
oductRange:
-

 SI
LENTBLOCKBUSHES
 DUSTCOVERS
 BELLOWS
 SUSPENSI
ONKI
TS
 STABI
LIZERBUSHES
 GASKETS
 GROMMETS
 RUBBERPADS/I
NDUSTRI
ALMOUNTS
 ENGI
NEMOUNTS
Pol
ymer
Range:
-

 NEOPRENE
 NI
TRI
LE
 VI
TON
 EPDM
 SI
LICONE
 POLYACRYLI
C
 NATURALRUBBER

STAMPI
NG&RUBBERCOMPONENTS

SheetMet
alPr
oductRange:
-

 SHEETMETALPRESSEDCOMPONENTS

41
  BACKPLATESFORBRAKI
NGSYSTEMS
 SUSPENSI
ONCONTROLARMS
 WELDEDSHEETMETALSUB-
ASSEMBLI
ES
 SHEETMETALCOMPONENTSFORI
NDUSTRI
ALUSE
 BACKPLATES
 ENGI
NEMOUNTS

Rubber&RubberMoul
dedPr
oductRange:
-

 SI
LENTBLOCKBUSHES
 DUSTCOVERS
 BELLOWS
 SUSPENSI
ONKI
TS
 STABI
LIZERBUSHES
 GASKETS
 GROMMETS
 RUBBERPADS/I
NDUSTRI
ALMOUNTS
 ENGI
NEMOUNTS

Pol
ymerRange:
-

 NEOPRENE
 NI
TRI
LE
 VI
TON
 EPDM
 SI
LICONE
 POLYACRYLI
C
 NATURALRUBBER

42
 FORGI
NGS:

Ourpr
oductr
angewei
ghsf
rom 500gms.t
o8kg.f
orgi
ngwei
ghtcompr
isi
ngof

 GEARBLANKS
 TI
E-RODENDS
 HOUSI
NGS
 YOKES
 KI
NGPI
NS
 CONNECTI
NGRODS

Tal
brosFor
gingdi
vi
sioncandesi
gnanddev
elopf
orgi
ngsaspercust
omer
r
equi
rement
sandspeci
fi
cat
ions.

FI
NANCI
ALS–TALBROSCOMPONENTSLTD.

43
 RESEARCHDESI
GN

Cust
omer sat
isf
act
ion r
esear
ch i
s t
hat ar
ea of mar
ket
ing r
esear
ch,
cust
omer
int
ell
i
gence,and cust
omeranal
yti
cswhi
ch f
ocuses on cust
omer
s'
per
cept
ionswi
tht
hei
rshoppi
ngorpur
chaseexper
ience.

Compani
esar
eint
erest
edi
nunder
standi
ngwhatt
hei
rcust
omer
sthi
nkaboutt
hei
r
shoppi
ngorpur
chaseexper
ience,
becausef
indi
ngnewcust
omer
sisgener
all
ymor
e
cost
lyanddi
ff
icul
tthanser
vici
ngexi
sti
ngorr
epeatcust
omer
s.

Ty
pesofr
esear
ch

 Descr
ipt
iveordocument
ary
resear
ch

Manycust
omersat
isf
act
ionst
udi
esar
eint
ent
ional
l
yoruni
ntent
ional
l
yonl
y
descr
ipt
ivei
nnat
urebecauset
heygi
veasnapshoti
nti
meofcust
omerat
ti
tudes.I
f
t
hest
udyi
nst
rumenti
sadmi
nist
eredt
ogr
oupsofcust
omer
sper
iodi
cal
l
y,t
hena
descr
ipt
ivepi
ctur
eofcust
omersat
isf
act
iont
hrought
imecanbedev
eloped
(
"t
racki
ng"orcohor
tst
udy
).

 I
nfer
ent
ial
ormodel
s-basedr
esear
ch

Bey
onddocument
aryt
ypesofwor
kar
est
udi
est
hatat
temptt
opr
ovi
dean
under
standi
ngofwhycust
omer
shav
etheper
cept
ionst
heydoandwhatmaybe
donet
ochanget
hoseper
cept
ions.Whi
l
emodel
s-basedst
udi
esal
sopr
ovi
de
snapshot
sofcust
omerat
ti
tudes,
ther
esul
tsoft
hesest
udi
esar
emor
epower
ful
becauset
heypr
esentt
hef
ir
m wi
thr
ecommendat
ionsonhowt
oimpr
ovecust
omer
sat
isf
act
ion.Fr
equent
ly,
thesest
udi
esal
sopr
ovi
def
ir
mswi
thapr
ior
it
izat
ionoft
he
v
ari
ousr
ecommendedact
ions.I
nfer
ent
ial
studi
escanal
sobeconduct
edas
t
racki
ngst
udi
es.Whent
hisi
sdone,
thef
ir
m cangai
ninsi
ghti
ntohowt
hedr
iver
sof
cust
omersat
isf
act
ionar
echangi
ngi
naddi
ti
ont
odocument
ingt
hel
evel
sandar
eas
ofcust
omersat
isf
act
ion.

44
 Met
hods

Bot
hquant
it
ati
vest
udi
esandqual
i
tat
ivest
udi
esar
ecr
it
ical
tounder
standi
ng
cust
omersat
isf
act
ion.

 Quant
it
ati
ver
esear
chst
udi
es

Quant
it
ati
vest
udi
esal
l
owaf
ir
mtodev
elopanunder
standi
ngoft
he"
bigpi
ctur
e"of
t
hei
rcust
omer
s'ex
per
iencesbaseduponar
elat
ivel
ysmal
lnumberofi
nter
views.
Thi
ssampl
eoft
hef
ir
m'scust
omer
smustbecar
eful
l
ydesi
gnedanddr
awni
fthe
r
esul
tsoft
hest
udyar
etobeconsi
der
edr
epr
esent
ati
veoft
hecust
omerpopul
ati
on
asawhol
e.I
nmostcases,
ther
esul
tsofquant
it
ati
vest
udi
esar
ebasedupont
he
r
esponsesofar
elat
ivel
ylar
genumberofi
nter
views.
Dependi
ngupont
hesi
zeoft
hepopul
ati
onandt
heamountofsegment
ati
ondesi
red,
"
lar
ge"canbeasf
ewas50r
esponsesorr
angef
rom sev
eral
hundr
edt
othousands
ofi
nter
views.Mai
l
-based,
tel
ephone-
based,
and(
mor
e
r
ecent
ly)I
nter
net
-basedsur
vey
sandr
elat
edcust
omerdat
acol
l
ect
ion.

 Qual
i
tat
iver
esear
chst
udi
es

Qual
i
tat
ivest
udi
esar
eusedbyf
ir
mst
opr
ovi
deamor
edet
ail
edand/
or
unconst
rai
nedunder
standi
ngofcust
omerexper
iences.I
nmostcases,
ther
esul
tsof
qual
i
tat
ivest
udi
esar
ebasedupondozensofi
nter
views.Qual
i
tat
ivest
udi
esar
enot
desi
gnedt
opr
ovi
dei
nsi
ght
sthatar
epr
oject
abl
etot
hecust
omerpopul
ati
on:
qual
i
tat
ivest
udi
esar
eusedf
ori
nit
ial
expl
orat
ionofexper
iencesandt
opi
csort
o
pr
obemor
edeepl
yther
easonsbehi
ndcust
omerper
cept
ions.Focusgr
oups(
group
dept
hint
erv
iews)and"
one-
on-
ones"(
indi
vi
dual
dept
hint
erv
iews)ar
ethecommon
exampl
esofqual
i
tat
ivest
udi
es.

45
 Sampl
esi
zeandTechni
ques

Sampl
eSi
ze

Howl
argeasampl
eissuf
fi
cient
?Theanswert
othi
squest
iondependsont
he
conf
idencel
evel
wewantandt
hemar
ginofer
rorwecant
oler
ate.Thehi
ghert
he
l
evel
ofconf
idencewewantf
rom t
hesampl
eest
imat
e,andt
hesmal
l
ert
heer
ror
mar
gin,
thel
argert
hesampl
eweneed,
andv
icev
ersa.Foreachpr
obabi
l
itysampl
i
ng
met
hod,
speci
fi
cfor
mul
asar
eav
ail
abl
eforcal
cul
ati
ngsampl
esi
ze,
someofwhi
ch
(
suchast
hatf
orcl
ust
ersampl
i
ng)ar
equi
tecompl
i
cat
ed.Thef
oll
owi
ngf
ormul
ais
f
ort
hesampl
esi
zer
equi
redt
oest
imat
eapopul
ati
onpr
opor
ti
on(
e.g.
,per
cent
sat
isf
ied)basedonsi
mpl
erandom sampl
i
ng:

Acommonmi
sconcept
ionwi
thr
egar
dtosampl
esi
zei
sthatt
hesi
zeofasampl
e
mustbeacer
tai
nper
cent
ageoft
hepopul
ati
oni
nor
dert
ober
epr
esent
ati
ve;
inf
act
,
t
hepowerofasampl
edependsoni
tsabsol
utesi
ze.Regar
dlessoft
hesi
zeofi
ts
popul
ati
on,
thel
argert
hesampl
ethesmal
l
eri
tsst
andar
ddev
iat
ionwi
l
lbecomeand
t
her
efor
etheest
imat
ewi
l
lbemor
est
abl
e.Whent
hesampl
esi
zei
supt
oaf
ew
t
housands,
itgi
vessat
isf
act
oryr
esul
tsf
ormanypur
poses

Thesampl
esi
zesf
or50cust
omer
sforv
ari
ousl
evel
sofconf
idencewi
thbot
h5%
and3%mar
ginsofer
ror
.

Sampl
eTechni
que

Random sampl
i
ng
Ar
eaofr
esear
ch
Far
idabad

46
 DATACOLLECTI
ON

PRI
MARYDATA

New dat
agat
her
edt
ohel
psol
vet
hepr
obl
em athand.Ascompar
edt
o
secondar
ydat
awhi
chi
spr
evi
ousl
ygat
her
eddat
a.Anexampl
eisi
nfor
mat
ion
gat
her
edbyaquest
ionnai
re.

Qual
i
tat
iveorquant
it
ati
vedat
athatar
enewl
ycol
l
ect
edi
nthecour
seof
r
esear
chConsi
stsof
,or
igi
nal
inf
ormat
iont
hatcomesf
rom peopl
eandi
ncl
udes
i
nfor
mat
iongat
her
edf
rom sur
vey
s,f
ocusgr
oups,
independentobser
vat
ionsand
t
estr
esul
ts.Dat
agat
her
edbyt
her
esear
cheri
ntheactof
conduct
ingr
esear
ch.Thi
siscont
rast
edt
osecondar
ydat
a,whi
chent
ail
stheuseof
dat
agat
her
edbysomeoneot
hert
hant
her
esear
cheri
nfor
mat
iont
hati
sobt
ained
di
rect
lyf
rom f
ir
st-
handsour
cesbymeansofsur
vey
s,obser
vat
ion
orexper
iment
ati
on.Pr
imar
ydat
aisbasi
cal
l
ycol
l
ect
edbyget
ti
ngquest
ionnai
re
askedt
other
espondent
s.Cust
omerSat
isf
act
ioni
n7St
eps.

SECONDARYDATA

Thesecondar
ydat
aiscol
l
ect
edf
rom websi
te,magazi
ne,memor
andum,j
our
nal
s,books
andsomeot
herr
elev
antsour
ces.
Bot
hpr
imar
ydat
aandsecondar
ywi
l
lbeusedt
ogener
atet
hisr
epor
t.Pr
imar
ydat
a
sour
cesar
eschedul
ed,sur
vey
,inf
ormaldi
scussi
onwi
thpr
ofessi
onal
s.Secondar
ydat
a
sour
cesar
ethedat
ausedpr
evi
ousl
yfort
heanal
ysi
sandt
her
esul
tsar
eunder
takenf
or
nextpr
ocess.Ther
esear
cherhasmadeuseofav
ail
abl
ear
ti
cles,books,r
esear
chst
udi
es,
r
epor
ts,dat
aandi
nfor
mat
ionf
rom magazi
nesandj
our
nal
sandv
isi
ttor
elev
antwebsi
tes
hasal
sobeenmade.
ThePr
owessdat
abaseofCent
ref
orMoni
tor
ingI
ndi
anEconomyhasbeenext
ensi
vel
y
usedf
orsecondar
ydat
aofal
lcompani
es.

47
 Resear
chpr
ocessi
svi
ewedassepar
atepr
ocesst
hati
ncl
udesasetoft
ask,st
epand
speci
fi
cpr
ocedur
e.Thest
epsunder
takenar
elogi
cal
,obj
ect
ive,sy
stemat
ic,r
eli
abl
e,v
ali
d,
i
mper
sonalandongoi
ng.

DATAANALYSI
S

Thecol
l
ect
eddat
ahasbeenanal
ysedusi
nggr
aphsandt
abl
es

48
 Mi
croAnal
ysi
s

Graph-6.
2
Cl
assi
fi
cat
ionbasedonsat
isf
act
ionl
evel
ofr
espondent
s

Tabl
e1

SL.No. RESPONS NUMBEROF PERCENTAGE

E RESPONDENT OF
S RESPONDENTS
1. Sat
isf
ied 44 88%

2. Not 6 12%
sat
isf
ied
TOTAL 50 100%

44
50

No.of
r
espondent
s 25

0 6

Sat
isf
ied Notsat
isf
ied

49
 Cust
omer
Per
cept
ionabout
thePr
ici
ng

Mot
ive:
-Toknowt
heper
cept
ionabout
thepr
ici
ngof
theTal
bros?

Tabl
e2

Rat
ing No.
ofCust
omer Per
cent
age

Hi
gh 10 20%

Av
erage 5 8%

Low 5 12%

Reasonabl
e 8 16%

Compet
it
ive 22 44%

Char
t

1
8% 20%
2
12% 3
44% 4
16%
5

50
 Cust
omersat
isf
act
ionl
evel
wit
hqual
i
ty

MOTI
VE:
-Toknowaboutt
hequal
i
tyaboutt
heTal
bros.

Tabl
e3

Rat
ing No.
ofCust
omer Per
cent
age
Outst
andi
n 35 70%
g
Good 5 10%
Accept
abl
e 5 10%
Poor 3 6%
V.
Poor 2 4%

Char
t

1
10% 6%4%
2
10% 3
4
70%
5

51
 Ov
eral
lper
for
mance

MOTI
VE:
-Toknowaboutt
heov
eral
lper
for
manceoft
heTal
bros.

Tabl
e4

Rat
ing No.
ofCust
omer Per
cent
age

Outst
andi
n 40 80%
g
Good 5 10%

Accept
abl
e 2 4%

Poor 2 4%

V.
Poor 1 2%

Char
t

4% 4% 1
2%
10% 2
3
4
80%
5

52
 Rel
i
abi
l
ity
ofTal
brosSer
vice

MOTI
VE:
-Toknowabout
ther
eli
abi
l
ity
oft
heTal
bros

Tabl
e5

Rat
ing No.
ofCust
omer Per
cent
ag
e
Out
standi
n 45 90%
g
Good 1 2%

Accept
abl
e 2 4%

Poor 2 4%

V.
Poor 0 0%

Char
t

0% 1
2%4%4%
2
3
4
90% 5

53
 Ver
sabi
l
ityOFTal
brosSer
vice

MOTI
VE:
-Toknowabout
theVer
sat
il
it
yof
theTal
bros.

Tabl
e6

Rat
ing No.
ofCust
omer Per
cent
ag
e
Out
standi
n 44 88%
g
Good 2 4%

Accept
abl
e 3 6%

Poor 1 2%

V.
Poor 0 0%

Char
t

4% 6%2% 0% 1
2
3
4
5
88%

54
 Showi
ngRat
eOf
Regi
ster
ingCompl
aint
s

MOTI
VE:
-

Toknowt
her
ati
ngwhencaseof
regi
ster
ingt
hecust
omer
compl
aint
.

Tabl
e7

Rat
ing No.
ofCust
omer Per
cent
age

Outst
andi
n 44 88%
g
Good 2 4%

Accept
abl
e 3 6%

Poor 1 2%

V.
Poor 0 0%

Char
t

4% 6%2% 0% 1
2
3
4
88% 5

55
 Showi
ngPr
ompt
nessOf
Franchi
se

MOTI
VE:
-Toknowt
her
ati
ngwhi
chshowst
hepr
ompt
ness

Tabl
e8

Rat
ing No.
ofCust
omer Per
cent
age

Outst
andi
n 28 56%
g
Good 10 20%

Accept
abl
e 8 16%

Poor 2 4%

V.
Poor 2 4%

Char
t-1

4%
20%
1
4%
2
3
4
56% 16% 5

56
 Ov
eral
l
Qual
i
tyAndSer
viceBackup

MOTI
VE:
-Toknowabout
theov
eral
l
qual
i
tyandser
vicebackupof
Tal
bros.

Tabl
e9

Rat
ing No.
ofCust
omer Per
cent
age

Outst
andi
n 44 88%
g
Good 2 4%

Accept
abl
e 3 6%

Poor 1 2%

V.
Poor 0 0%

Char
t-1

1
8% 20%
2
12% 3
44%
4
16%
5

57
 Macr
oAnal
ysi
s

1.
89%oft
heconsumer
sar
esat
isf
iedwi
tht
heser
viceandqual
i
tyofser
viceof
t
hei
rcompany
.Onl
y11%ofconsumer
sar
enot
sat
isf
ied.

Int
erpr
etation:Mostoftherespondent
saresat
isf
iedwi
ththeservi
ceof
fer
edbythe
company .Present
lythecompanyof f
ersv
ari
eti
esofser
vices.Cust
omer
sareget
ting
goodserv i
cefrom thecompany.

2.
About58%oft
hepeopl
efeel
thatpr
iceof
Tal
bros.

3.
About70%oft
hepeopl
efeel
thatqual
i
tyofTal
brosi
sOut
standi
ng.

4.
About80%oft
hepeopl
efeel
thatper
for
manceofTal
brosi
sout
standi
ng.

5.
About90%oft
hepeopl
ehav
eopi
niont
hatt
heTal
brosi
sar
erel
i
abl
e.

6.
About88%oft
hepeopl
ehav
etheopi
niont
hatTal
brosar
ever
sat
il
e.

7.
About88%oft
hepeopl
efeel
thatr
egi
ster
ingcompl
aintofTal
brosi
s
out
standi
ng.

8.
About44%oft
hepeopl
efeel
thatpr
ompt
nessofTal
brosi
sout
standi
ng.

9.
About88%oft
hepeopl
efeel
thatqual
i
ty&ser
vicebackupofTal
brosi
sout
st
andi
ng

58
 FI
NDI
NGS

Ev
eryr
esear
chi
sconduct
edt
oful
fi
lcer
tai
nobj
ect
iveandt
heseobj
ect
ives
i
ntur
nful
fi
lsomepur
pose.

Theneedoft
hest
udyar
isesbecauseoft
her
easont
hatat
rai
neemust
under
standt
hecompany
,itsachi
evementsandtasks,
productsandser
vicesand
al
sot
ocol
l
ecti
nfor
mat
ionabouti
tspr
oductsandser
vicesof
fer
edt
ocust
omer
t
hroughcol
l
ect
ingt
hei
rvi
ewsasperthei
rper
cepti
naboutcompany
.Sot
hat
,af
ter
underst
andi
ngandcol
l
ect
ingi
nfor
mat
ionaboutt
heor
gani
zat
ionper
for
mancei
n
ey
esofcust
omer
,at
rai
neewi
l
lbeabl
etowor
kwel
lfortheor
gani
zat
ion.

Thi
shandonexper
iencehel
pshi
mini
dent
if
yingt
hecr
it
ical
fact
orof
changi
ngconsumerper
cept
ion.I
tpr
ovi
desaf
eedbackt
otheor
gani
zat
ion
aboutt
hei
rsal
esschemesandwhati
mpactdosei
thasont
heconsumer
.Ithel
ps
t
hef
ir
m acqui
reabet
terunder
stat
ingoft
hebuy
ert
hinki
ng.Thev
eryessenceof
ev
erypr
ojectr
elat
edt
omar
ket
ingi
spr
ovi
dingav
iewt
omanagementf
orchal
kout
t
heor
gani
zat
ion.Sot
hatt
heycanmai
ntai
nav
iabl
efi
tbet
weent
heor
gani
zat
ion
obj
ect
ive,
ski
l
landr
esour
cesandi
tschangi
ngmar
ketoppor
tuni
ti
es.

Al
sogi
vepr
opershapet
othecompanybusi
nesst
argetpr
ofi
tandgr
owt
h.
I
tal
soai
dshef
ormul
ati
onofmar
ket
ingmi
x,deci
siononeachel
ementofmar
ket
ing
mi
x,pr
oduct
,di
str
ibut
ionandpr
omot
ionandpr
ici
nget
cneedt
hesuppor
tof
mar
ket
ingr
esear
ch.

59
 SUGGESTI
ONS

Someoft
her
ecommendat
ionf
ort
heTal
broswoul
dbef
oll
owi
ngher
e.

 Tal
brosneedt
ofocusmor
eint
omi
ddl
esegmentoft
hecust
omer
because
t
heyar
ever
ypr
icesensi
ti
veandt
heyr
eadyt
otakeanadv
ant
ageof
thi
s.

 Tal
brosneedt
ofocusmor
eint
omar
ket
ingpr
obl
em becausecust
omer
sat
isf
act
iondependsupont
his.

 Tal
brosneedt
ofocuscheapav
ail
abi
l
ityoft
hepr
oduct
s.

 Tal
brosneedt
ochanget
her
ecust
omersegment
ati
onl
i
keot
her
glasses
compani
eswhi
chf
ocusmor
etowar
dsl
uxur
ysegment
.

 Cust
omerSat
isf
act
ioni
smor
eorl
essdependsuponwhatcust
omer
per
cei
vewi
tht
hebr
andandTal
brosi
sthewel
ldi
scussedbr
andamongt
he
cust
omerwhi
chi
sgoodsi
gnf
ort
hecompanycankeepcont
inuewi
th
t
hisst
rat
egy
.

60
 CONCLUSI
ON

Themai
npur
poseofpr
ojecti
stogai
npr
act
ical
knowl
edgeandappl
yourski
l
lsi
n
pr
act
ical
andr
eal
env
ironment
.

I
tist
het
imewhenwehav
etoshar
penourski
l
ls,
abi
l
iti
esandknowl
edgewhi
ch
woul
dhel
pmei
nget
ti
ngf
inal
placement
.

nTal
bros.
com,
Ihav
egotanoppor
tuni
tyt
oexpl
oremypot
ent
ial
.Bypr
epar
ing
ext
ensi
ver
esear
chr
epor
tswehav
eat
tai
nedf
undament
alknowl
edgeofonl
i
ne
pr
omot
ional
ser
vices,
itsscopeandi
tsi
mpor
tancei
ncomi
ngy
ear
s.

Ihav
eal
socomeacr
ossv
ari
oust
echni
cal
i
tiesr
elat
edt
oonl
i
nepr
omot
ional
ser
vices.

Iam v
eryconf
identt
hataf
tercompl
eti
ngmyi
nter
nshi
pinTal
bros.
com CompanyI
woul
dhav
emast
eredi
nvar
iousonl
i
nepr
omot
ional
ser
vices.

61
 BI
BLI
OGRAPHY

 Sont
akki
,C.
N,Mar
ket
ingResear
ch,
Himal
ayaPubl
i
shi
ngHouse,
NewDel
hi

 Kot
har
i,C.
R,Resear
chMet
hodol
ogyMet
hodsAndTechni
ques,
NewAge
I
nter
nat
ional
(Pv
t.)Lt
d.,
publ
i
shi
ngNewDel
hi

 Books,
Anal
ysi
sofcust
omersat
isf
act
ion,
dat
aimpr
ovi
ng,
l
oyal
tyandpr
ofi
t.

 Gi
l
l,J.andJonhson,
P.,
Resear
chmet
hodsf
ormanagr
es,
Paul
Chapman
Publ
i
shi
ng

 Jahoda,
M.andN.War
ren,
Att
it
udes,
Pengui
n

 Googl
eSear
ch

62
 QUESTI
ONNAI
RE

Quest
ion1:
Howwoul
dyour
atet
hev
ersat
il
it
yof
theTal
brosser
vices?

a)Out
standi
ng

b)Good

c)Accept
abl
e

d)Poor

e)V.
Poor

Quest
ion2:
Howwoul
dyour
atet
hepr
ompt
nessof
thef
romt
het
imeof
compl
aint
?

a)Out
standi
ng

b)Good

c)Accept
abl
e

d)Poor

e)V.
Poor

Quest
ion3:
Arey
ousat
isf
iedwi
tht
hequal
i
tyof
Tal
bros?

a)Out
standi
ng

b)Good

c)Accept
abl
e

d)Poor

e)V.
Poor

Quest
ion4:
What
doy
out
hinkabout
theper
for
manceof
theTal
brosser
vices?

a)Out
standi
ng

b)Good

c)Accept
abl
e

63
 d)Poor

e)V.
Poor

Quest
ion5:
Howwoul
dyour
atewhencaseof
regi
ster
ingy
our
compl
aint
wit
hthecompany
?

a)Out
standi
ng

b)Good

c)Accept
abl
e

d)Poor

e)V.
Poor

Quest
ion6:
Howwoul
dyoudescr
ibet
heov
eral
l
qual
i
tyof
ser
vicebackupof
thecompany
?

a)Out
standi
ng

b)Good

c)Accept
abl
e

d)Poor

e)V.
Poor

Quest
ion7:
What
doy
out
hinkabout
ther
eli
abi
l
ity
oft
heTal
brosser
vice?

a)Out
standi
ng

b)Good

c)Accept
abl
e

d)Poor

e)V.
Poor

Quest
ion8:What
wouldyousaythatt
heover
all
perfor
manceofTal
brosi
ncompar
isont
oc
ompeti
tors,
compar
esinrel
atedtopri
ce,
qual
it
y,perf
ormance?

a)Out
standi
ng

64
 b)Good

c)Accept
abl
e

d)Poor

e)V.
Poor

Quest
ions9:
Sat
isf
act
ionLev
elamongCust
omer
s?

a)Sat
isf
ied

b)Di
ssat
isf
ied

65
 LI
STOFTABLES

S.
no. Tabl
eofcont
ent Pageno.

1. Cl
assi
fi
cat
ionbasedonsat
isf
act
ionl
evel 49
ofr
espondent
s

2 Cust
omerPer
cept
ionaboutt
hePr
ici
ng. 50

3 Cust
omersat
isf
act
ionl
evel
wit
hqual
i
ty. 51

4 Ov
eral
lPer
for
mance 52

5 Rel
i
abi
l
ityofTal
brosSeer
vice 53

6 Ver
sabi
l
ityofTal
brosSer
vice 54

7 Showi
ngRat
eofRegi
ster
ingCompl
aint
s 55

8 Showi
ngPr
ompt
nessofFr
anchi
se 56

9 Ov
eral
lQual
i
tyandSer
viceBackup 57

66
 LI
STOFGRAPHS

S.
no. Gr
aphofcont
ent Pageno.

1. Cl
assi
fi
cat
ionbasedonsat
isf
act
ionl
evel 49
ofr
espondent
s

2 Cust
omerPer
cept
ionaboutt
hePr
ici
ng 50

3 Cust
omersat
isf
act
ionl
evel
wit
hqual
i
ty 51

4 Ov
eral
lPer
for
mance 52

5 Rel
i
abi
l
ityofTal
brosSeer
vice 53

6 Ver
sabi
l
ityofTal
brosSer
vice 54

7 Showi
ngRat
eofRegi
ster
ingCompl
aint
s 55

8 Showi
ngPr
ompt
nessofFr
anchi
se 56

9 Ov
eral
lQual
i
tyandSer
viceBackup 57

67