STUDY ON SERVICE QUALITY DELIVERY OF RELIANCE FRESH

WITH REFERENCE TO VASIND STORE

Submitted in partial fulfillment for the award of the degree of
Master of Management Studies (MMS)
(Under University of Mumbai)

Submitted By
TUSHAR ASHOK POTE
Roll No.: SSJCET20019
SEMESTER-IV
Under The Guidance of
Mrs. Sawita Dongare

SHIVAJIRAO S. JONDHLE COLLEGE OF ENGINEERING & TECHNOLOGY, ASANGAON.

2021 – 2022

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 CERTIFICATE

This is to certify that project report on “A STUDY ON SERVICE QUALITY DELIVERY OF RELIANCE
FRESH
WITH REFERENCE TO Vasind store”
” Is successfully completed by Mr. TUSHAR ASHOK POTE

During the semester IV, in partial fulfilment of the Master Degree in Management Studies
recognized by the University of Mumbai for the academic year 2021-2022, through SHIVAJIRAO
S. JONDHLE COLLEGE OF ENGINEERING & TECHNOLOGY, ASANGAON.

This project work is original and not submitted earlier for the award of any degree / diploma or
associateship of any other University/ Institution.

Project Guide Principal

Ms Sawita Dongare Mrs Geetha K Jayraj

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 DECLARATION

I hereby declare that this project report on “A STUDY ON SERVICE QUALITY DELIVERY OF
RELIANCE FRESH

WITH REFERENCE TO vasind store ” Is submitted by me to the SHIVAJIRAO S. JONDHLE

COLLEGE OF ENGINEERING & TECHNOLOGY, ASANGAON. Is a bonafide work undertaken by
me and it is not submitted to any other University or institution for the award of any degree/
diploma certificate published any time before.

Date (Tushar Ashok Pote)

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 ACKNOWLEDGEMENT

I would like to thanks to our principal DR. MRS. GEETHA K. JAYARAJ for giving me an
opportunity to present this project. I would like to express deepest gratitude and thanks to
Professor and project guide MS. Sawita Dongare for her valuable support and invaluable
suggestion in doing this project, without his effort the completion of the project would be
practically impossible. She has been a source of encouragement and guidance in all our
endeavors.

I would like to sincerely acknowledge thanks to Staff of Akanksha Foundation for their moral
support during the research work.

(TUSHAR ASHOK POTE)

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 TABLE OF CONTENT

SR NO PARTICULARS PAGE NO

1 Abstract 7
2 Introduction 8-9
3 Objectives of the Research 10
4 Research Methodology 11
5 Company Profile 12
6 Reliance fresh 14
7 Quality Management 15-17
8 What do we get in Reliance fresh? 18-19
9 Product of Reliance fresh 20
10 Recommendations for Improving Service Quality 21-22
11 Swot analysis 23-25
12 Conclusion 26

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 ABSTRACT

Reliance fresh is a store, which provides services to the customers. In this project it is

estimated that to what extent the quality service is by reliance fresh and what role does the

marketers play in delivering high quality goods and services to get the target customers. For

research work both primary and secondary data are used. Customer to know their perceptions
and

belief fills questionnaire. Then in this report service quality model is explained which highlights
the

gaps that cause unsuccessful delivery of service.

Keywords: Service Quality, Customer preference, Reliance fresh.

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 INTRODUCTION

‘Quality’ in a service organization is a measure of the extent to which the service

delivered meets customer’s expectations because to the customer, quality is all about

Meeting or exceeding their expectation. The nature of most services is such that the

customer is present in the delivery process. This means that the perception of quality is

influenced not only by the service outcome but also by ‘the service processes. Reliance

fresh is a store, which provides services to the customers. In this project it is estimated

that to what extent the quality service is by reliance fresh and what role does the

marketers play in delivering high quality goods and services to get the target customers.

For research work both primary and secondary data are used. Customer to know their

perceptions and belief fills questionnaire. Then in this report service quality model is

explained which highlights the gaps that cause unsuccessful delivery of service. On thebasis of
this model five determinants of service quality are- Reliability, Responsiveness,Assurance,
empathy, tangibles.

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 Service Quality Model

The model highlights the main requirements for delivering service quality. Based on

this service quality model, researchers identified the 5 determinants of service quality, in

order of importance.

1. Reliability - The ability to perform the promised service dependably and accurately.

2. Responsiveness- The willingness to help customers and to provide prompt service.

3. Assurance – The knowledge and courtesy of employees and their ability to convert

trust and confidence.

4. Empathy – The provision of caring individualized attention to customers.

5. Tangibles – The appearance of physical facilities, equipment, personnel, and

communication materials.

It identifies five gaps that cause unsuccessful delivery

1. Gap between consumer expectation and management perception.

2. Gap between management perception and service quality specification.

3. Gap between service quality specification and service delivery.

4. Gap between service delivery and perceived service.

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 OBJECTIVES OF RESEARCH

To know the level of service quality delivery of reliance fresh

To know the customers satisfaction with reliance fresh.

To suggest suitable strategies for upgrading the performance of store.

To know about the customer retention.

To find out the impact of the strategies on the daily business activities in the store.

by Unknown Author is licensed under

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 RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. It may

be understood as a science of studying how research is done scientifically. In it we study

the various steps that are generally adopted by a researcher in studying his research

problem along with the logic behind them.

Type of Research

(a) Descriptive Research

It includes surveys and fact-findings enquiries of different kinds. The main purpose

of descriptive research is description of the state of affairs, as it exists at present.

The main characteristics of this method are that the researcher has no control over

the variables. He can only report what has happened or what is happening.

(b) Convenience sampling

When population elements are se4lected for inclusion in the sample based on the

ease of access, it can be called as convenience sampling.

(C) Sample Size

The sample size of 50 persons is used for the completion of research.

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 COMPANY PROFILE

Reliance Fresh is the convenience store format which forms part of the retail

business of Reliance Industries of India which is headed by Mukesh Ambani. Reliance

plans

to invest in excess of Rs. 25000 crores in the next 4 years in their retail division. The

company already has in excess of 560 reliance fresh outlets across the country. These
stores

sell fresh fruits and vegetables, staples, groceries, fresh juice bars and dairy products. A

typical Reliance Fresh store is approximately 3000-4000 square. Feet and caters to a

catchment area of 1-2 km. Giant Corporation like walmat and reliance has started to try

and take over the Indian retail sector. The entry of the giant corporate retails in India’s

food market will have direct impact on India’s 650 million farmers and 40 million people

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Reliance Retail started its journey in 2006 with the opening of its first Reliance Fresh store.
Total Reliance Fresh is India’s leading neighbourhood retail chain, synonymous with freshness &
savings. With the three core promises of Fresh Hamesha, Available Hamesha and Savings
Hamesha, Reliance Fresh is a one-stop-shop for fresh shopping, fresh savings and fresh
happiness.

From fresh fruits & vegetables to dairy, cereals to spices, processed food & beverages to home
& personal care products, we have the entire gamut of your grocery needs covered.

Across our stores, we retain a strong customer centric approach to meet all your shopping
needs - be it routine or seasonal, well known brands or popular local products.

Reliance Retail’s sourcing ecosystem supports small producers and manufacturers (SMB’s) to
modernize their operations to produce high quality products more efficiently. Further, its
consumer centric business model has built strong bonds between manufacturers and
consumers by minimizing inefficiencies in the system and reducing leakages.

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 QUALITY MANAGEMENT
Quality management
Can be considered to have three main components: quality control, quality assurance and
quality improvement. Quality management is focused not only on product quality, but also the
means to achieve it. Quality management therefore uses quality assurance and control of
processes as well as products to achieve more consistent quality.

Quality control
The company-wide quality approach places an emphasis on three aspects: 1. Elements such as
controls, job management, defined and well managed processes, performance and integrity
criteria, and identification of records 2. Competence, such as knowledge, skills, experience, and
qualifications 3. Soft elements, such as personnel integrity, confidence, organizational culture,
motivation, team spirit, and quality relationships. The quality of the outputs is at risk if any of
these three aspects is deficient in any way.

Quality assurance
Quality assurance, or QA for short, refers to a program for the systematic monitoring and
evaluation of the various aspects of a project, service, or facility to ensure that standards of
quality are being met. It is important to realize also that quality is determined by the program
sponsor. QA cannot absolutely guarantee the production of quality products, unfortunately, but
makes this more likely. Two key principles characterize QA: "fit for purpose" (the product
should be suitable for the intended purpose) and "right first time" (mistakes should be
eliminated). QA includes regulation of the quality of raw materials, assemblies, products and
components; services related to production; and management, production and inspection
processes. It is important to realize also that quality is determined by the intended users, clients
or customers, not by society in general: it is not the same as 'expensive' or 'high quality'. Even
goods with low prices can be considered quality items if they meet a market need.

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Quality improvement
There are many methods for quality improvement. These cover product improvement, process
improvement and people based improvement. In the following list are methods of quality
management and techniques that incorporate and drive quality improvement:

1. ISO 9004:2008 guidelines for performance improvement.

2. ISO 15504-4:2005 information technology process assessment Part 4: Guidance on use for
process improvement and process capability determination.
3. QFD quality function deployment, also known as the house of quality approach.
4. Kaizen , Japanese for change for the better; the common English term is continuous
improvement.
5. Zero Defect Program created by NEC Corporation of Japan, based upon statistical process
control and one of the inputs for the inventors of Six Sigma. 6. Six Sigma
6 , Six Sigma combines established methods such as statistical process control, design of
experiments and FMEA in an overall framework.
7. PDCA plan, do, check, act cycle for quality control purposes. (Six Sigma's DMAIC method
(define, measure, analyze, improve, control) may be viewed as a particular implementation of
this.)
8. Quality circle a group (people oriented) approach to improvement.
9. Taguchi methods statistical oriented methods including quality robustness, quality loss
function, and target specifications. 10. The Toyota Production System reworked in the west into
lean manufacturing.
11. Kansei Engineering an approach that focuses on capturing customer emotional feedback
about products to drive improvement.
12. TQM total quality management is a management strategy aimed at embedding awareness
of quality in all organizational processes. First promoted in Japan with the Deming prize which
was adopted and adapted in USA as the Malcolm Baldrige National Quality Award and in
Europe as the European Foundation for Quality Management award (each with their own
variations).
13. TRIZ meaning "theory of inventive problem solving"
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14. BPR business process reengineering, a management approach aiming at 'clean slate'
improvements (That is, ignoring existing practices). 15. OQM Object Oriented Quality
Management, a model for quality management.

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 What do we get in Reliance Fresh?

From fresh fruits & vegetables to dairy, cereals to spices, processed food & beverages to
home & personal care products, we have the entire gamut of your grocery needs covered.

As per sources, Reliance Smart stores will have clothing, accessories among others and will be
spread out on areas ranging from 7,000 square feet to 20,000 square feet. It is said that the
format will be bigger than Reliance Fresh but smaller than the hypermarket format of
Reliance Mart

The stores work on The Ranger Format which means selling of fresh vegetables to the road
sellers. Reliance plans to invest in excess of Rs. 25000 crore in the next 4 years in their retail
division. The company already has in excess of 650 reliance fresh outlets across the country.

Good Life celebrates routine by bringing the family together and making every day special
through food.

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 PRODUCT OF RELIANCE FRESH

Reliance Fresh has been in the retail industry since 2006 and deals in food products :
 Vegetables.
 Groceries.
 Fresh fruits.
 Fresh juice bars.
 Staples.
 Dairy products.
 Bread.
 Non-vegetarian products.
 
Top Competitors of Reliance Fresh:
Reliance Fresh competes on a global level with many other retail industries. The top 6
competitors of Reliance Fresh are:
 Tesco
 V-Mart
 Future Group
 Walmart 
 DMart
Now we acknowledge the company’s core business, let’s dive into the SWOT Analysis of
Reliance Fresh.
 

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 Recommendations for Improving Service Quality

1. Listening – Understand what customers really want through continuous learning

about the expectations and perceptions of customers and no customers (for
instance, by means of a service-quality information system).

2. Reliability – Reliability is the single most important dimension of service quality and
must be a services priority.
Volume 3
Issue 3
January 2016
ISSN: 2321 – 4643
Shanlax International Journal of Management
76

3. Basic service – Service companies must deliver the basics and do what they are
supposed to do – keep promises, use common sense, listen to customers, keep
customers informed, and be determined to deliver value to customers.

4. Service design – Develop a holistic view of the service while managing its many
details.

5. Recovery – To satisfy customers who encounter a service problem, service companies

should encourage customers to complain (and make it easy for them to do so)
respond quickly and personally and develop a problem-resolution

6. Surprising Customers – Although reliability is the most important in meeting

customers’ service expectations.

7. Fair Play – Service companies must make special efforts to be fair and to
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demonstrate fairness, to customers and by improving

8. Teamwork – Teamwork is what enables large organizations to deliver service with

with care and attentiveness by improving employee motivation and capabilities

9. Employee Research – marketers should conduct research with employee to reveal

why services problems occur and what companies must do to solve problems

10. Servant Leadership – Quality services comes from inspired leadership throughout the
origination from excellent service system design; from the effective use of
information and technocrat and tech-force called corporate culture

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SWOT ANALYSIS OF RELIANCE FRESH

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 Strengths of Reliance Fresh

The following are Reliance Retail’s SWOT Analysis strengths:

 Geographical Reach and a Large Customer Base – The company has a large
geographical reach, a large client base, and a strong brand name identity.
 Excellent Market Position – The company’s focus on continuous product innovation
allows it to maintain a strong market position and improve client satisfaction.
 Strong Business Models – The company had been rather successful in gaining the
preference of parents and was highly relied on due to its company model of providing a
safe education and learning environment for children by collaborating with schools,
industry networks, and instructors.
 Unique Concept – Reliance Fresh Markets in the Food Retailing industry, children prefer
help parks because they offer 200+ activities, 90 different trades and professionals for
each child to perform, and other benefits such as loyalty programs.

2. Weakness of Reliance Fresh

The following are the shortcomings identified in the Reliance Retail SWOT Analysis:
 Inadequate Financial and Technical Resources – Because of a lack of technical and
financial resources, the company has been unable to expand its services both locally and
internationally.
 Mexican Currency Depreciation – The Reliance Fresh Stores in Food Retailing case
solution is dealing with an increasing devaluation of the Mexican peso, which has
resulted in a decrease in financial performance.
 Inadequate Knowledge of Working in US Markets – The lack of experience and
knowledge of operating in the style and theme park industries have limited the
company’s diversity in the highly demanded and lucrative amusement park market.
 
3. Opportunities of Reliance Fresh
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The following are the opportunities identified in Reliance Fresh’s SWOT Analysis:
 Expansion – The company can enter US markets with new kinds of business. It will help
the company expand and earn good revenue.
 Internet Access is Widely Available – Given Mexico’s high web penetration, the
company can capitalize on this opportunity by establishing an interactive digital
platform for marketing its services and attracting ideal clients.
 
4. Threats of Reliance Fresh
The following are the threats identified in Reliance Fresh’s SWOT analysis:
 Domestic and International Rivalry is Fierce. – Reliance Fresh Markets food retail faces
fierce competition from both global and domestic rivals, as well as rapidly changing
trends in business and consumer preferences. As a result, the organization’s identity as
a strong brand and key player may suffer.
 Duplication of Business Model – Businesses are dealing with an increased risk of
competitors’ duplicating their business models. The core strength of the company and
the most important factor in the success of the business is the business design.
 Currency Depreciation – The increasing depreciation of the Mexican peso against the US
dollar may jeopardize the financial stability of businesses.

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 CONCLUSION

The project was very satisfying experience for me, not only practically but also

academically enriched my knowledge. In short, it can be concluded that RELIANCE FRESH is

a store, owned by Mr. Mukesh Ambani provides quality services to the customers and

customers are highly satisfied.

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