A

Project report

On

Customer satisfaction survey with respect to om logistics ltd.

By-

Aryan

(Balaji institute of modern management, pune)

Marketing specialization

Under guidance of

Mr. hemal shroff

(sr. manager-sales and marketing)

COMPANY ADDRESS-302, Om logistics ltd, titanium city Centre, vastrapur,

Ahmedabad

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 Content
1. Executive summary

2. Introduction

3. Contextual background

I. Industry scenario
II. Company background
III. Services offered

4. Why to choose om logistics ltd.

5. Problem statement

6. Objective of study

7. Hypothesis

8. Literature review

9. Research methodology

10. Questionnaire

11. Garrett ranking

12. Findings

13. Conclusion

14. References

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EXECUTIVE SUMMARY-
Om logistics ltd. is a logistics service provider for domestic as well as international. They are known for
fast delivery and customization of requirements for customers. On further analyzing the company, it was
found that customers are often switching to other logistics company and the reason of their switching was
collapsing service quality. Customers get dissatisfied as they were not answered correctly about their
queries. This leads me to do a survey on customer satisfaction and understand the reason that what is
leading them to get dissatisfied. So I have conducted a customer satisfaction survey to improve the
service quality of Om logistics ltd. The survey gives the conclusion that there is service gap between
customer expectation of service and company’s perception. Also, responsiveness is the factor which is
lacking in the company, which leads to a room for improvement. This report tells you about the reason for
poor service quality and also gives the solution to improve it.

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INTRODUCTION-
A. Definition

LOGISTICS IS THE ART AND SCIENCE OF MANAGEMENT, ENGINEERING AND TECHNICAL

ACTIVITIES CONCERNED WITH REQUIREMENTS, DESIGN AND SUPPLYING, MAINTAINING
RESOURCES TO SUPPORT OBJECTIVES, PLANS AND OPERATION.

--- SOCIETY OF LOGISTICS ENGINEERS (SOLE) 1974.

Fierce competition in today’s market has forced business enterprises to invest in and focus on supply
chains. The growth in transportation technology has led to further growth of the supply chain. The supply
chain, also known as the logistics network, consists of suppliers, manufacturing centers, warehouses,
distribution centers and retail outlets, as well as raw materials, work-in-process inventory and finished
products that flow between the facilities.

The logistics management takes into consideration every facility that has an impact on cost. It plays an
important role in making the product conform to customer requirements. Also it involves efficient
integration of suppliers, manufacturers, warehouses and stores and encompasses the firms’ activities at
many levels, from the strategic level through the tactical to the operational level.

Logistics is a challenging and important activity because it serves as an integrating or boundary spanning
function. It links suppliers with customers and it integrates functional entities across a company. With the
ever-growing competition in today’s market place it becomes necessary for a firm to use its resources to
focus on strategic opportunities. This includes several internal factors like management style, culture,
human resources, facilities and several external factors like technology, globalization and competition.
This is where the concept of logistics plays a major role, i.e. it helps to leverage certain advantages the
firm has in the marketplace.

B. Role of Logistics

Lets us now have a look at how logistics works. It is important to recognize the importance of a dynamic
balance between the minute details and the main elements involved in a product. The Role of Logistics is
to maintain that balance. Once the firm realizes the importance of logistics it is necessary that the firm
make full and efficient use of logistics. The first step is to create a buyer value for the customer and a
strategic value for the firm.

The customer is the most important asset for a company. He drives the entire supply chain including
manufacturing, marketing and logistics. Hence it is important for a firm to have a clear understanding of
what the customer demands and to keep up to the customers’ expectations. Once a company has a clear
understanding of its customer’s requirements it must devise a strategy on how to use logistics to achieve
it. This means that the company has to have a clear understanding or assessment of company’s strategic
direction.

Now let’s take a look at the various steps involved in a logistics strategy development and planning
process.

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Visioning: this includes the systematic development of an organizational consensus regarding the key
inputs to the logistics planning process as well as identification of the potential alternative logistics
approaches. This is an important step for the following reasons:

• Helps to define a strategic direction to the company and also to get a clear understanding the role
of logistics in it.
• Get a clear idea of the requirements of the various segments of customers.
• Have a look at the various factors that would affect the strategy of the company.
• Define alternative strategies and also the scope of the planning effort.

Strategic analysis: this involves taking a look at the various components involved in the process and
selecting the best logistics process among the alternatives. These components, which are to be reviewed,
are revealed during he first step. This may include revamping the entire process to assessing how a single
component can be used more effectively.

Planning: this involves the assembling of a plan that outlines the mission and goals for the logistics
function and the programs and activities to achieve these goals. Logistics planning is an iterative process.
The plans have to be redefined every year to improve the quality of performance.

Managing change: this involves effective management to implement enhanced ways of conducting
business. The management should keep changing the plans in accordance with the change in the market
and also coaches the organization to effectively embrace this change.

C. Current Logistics Related Issues

There are several factors that affect logistics. These issues need to be anticipated, prepared for and taken
advantage of for a company to be successful in today’s market. They are

External:

• Globalization
• Technology
• Workforce 2000
• challenging nature of the work force
• Environmental concerns

Internal:

• Customer service and quality

• Third party networks
• Supply chain management
• Changes in management and organization style

Listed below are some of the steps that could be followed to mitigate the above mentioned issues:

Performance:

• Better service for customers

• Improved productivity

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 • Assess just in time and quick response needs

System structure:

• Better relationship with vendors, customers and third parties to more effectively manage the
supply chain
• Better relationship within and across the organization

Technology integration:

• Better information systems that connect functions and organizations

• Combine information and material handling systems for increased efficiency and effectiveness.

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Contextual background
Industry scenario-
The Indian logistics sector is on a big growth tide. According to the domestic rating agency ICRA,
Indian logistics sector is expected to grow at a rate 8-10 per cent over the medium term. This is an
improvement over the compound annual growth rate (CAGR) of 7.8 per cent at which the industry
grew during the last five years. The logistics industry of India is currently estimated to be around Rs
6.4 trillion. With implementation of GST the sector is expected to benefit and touch Rs 9.2 trillion
over the next two years, as per the Economic Survey 2017-18.
The last couple of years have seen significant development for this industry which is reflected in the
global rankings. According to the Global Ranking of the World Bank's 2016 Logistics Performance
Index, India jumped to 35th rank in 2016 from 54th rank in 2014 in terms of overall logistics
performance. The report also showed that India’s logistics sector has improved its performance on
all the six parameters used in the ranking. This is a huge jump of 20 ranks and clearly indicates the
growth of the sector.

Rupees(in trillion)
10
8
6
Rupees(in trillion)
4
2
0
FY 17 FY 20

There is a lot of investment that the industry is attracting and as a result of the transformations and
changes led by these investments, the industry will stimulate job creation. The experts predict that
it can be the largest job creator by 2022.
The sector currently provides employment to more than 22 million people in the country. The
report also emphasizes that improving the sector would result in a 10 per cent decrease in indirect
cost, in turn leading to a growth of 5-8 per cent in exports.
The Indian government has announced that it is working at the policy in order to set up new
logistics plan in the country. The intention is to devise the most cost-effective method to transport
goods by the year 2035.
The policy aims at preparing a proper integrated logistics plan. The new logistics division within the
department of commerce is working on this national integrated plan, with the objective to identify
and iron out any existing bottlenecks and gaps in the industry.

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This is good news for the sector. It will also encourage tech-enabled startups in the logistics sector
as they will be able to provide seamless movement of goods across the country.

The growth of logistics is two sided – led by demand supply. The demand led growth is
strengthened with the economic recovery and benefits from implementation of GST. According to
the rating agency ICRA, post GST implementation the savings in terms of truck turnaround time has
been approximately 18-20 per cent.
Also, the outsourcing of non-core activities like warehousing and associated activities to integrated
players is leading to strengthen the organized players, which in turn is good for the industry in long
term. The picking of industrial consumption is another driver on the demand led growth of the
logistics industry in India.
The supply led growth drivers include improvement in logistics infrastructure, integrated logistics
and birth of numerous logistics start-ups, especially tech led start-ups. According to an industry
expert, “Tech-enabled startups have a huge scope to grow as well drive the growth of the sector.
Not only they are attracting heavy investments, they have the potential to make export procedures
hassle-free by reducing unnecessary paperwork, in turn reducing delays in delivery.”

COMPANY BACKGROUND-
Om Group is a multi-modal Logistics Company that offers a single-window logistics experience
by integrating services across the supply chain.

OM Logistics is a Private company. Ajay Singhal is the Managing Director of OM Logistics

Om logistics consists of over 5000 dedicated fleet of vehicles and the drivers are trained enough
in order for the timely delivery. It can cater to any kind of logistics requirement across the
country with reliable, efficient logistics business. According to the needs of the client company
provides three types of delivery viz.

The company has a progressive mindset. “It caters to every technological need for business
with a modern touch, keeping the world in motion. OM Logistics is a 360-degree (from
procurement to delivery to disposal) service provider in the logistics industry.

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SERVICES OFFERED-
SURFACE SERVICE-
With over 5000 dedicated fleet of vehicles with trained drivers plying every day, OLL cover 10 lakh
kilometers (on an average) in the entire country. Rendering to the needs of clients, they are engaged in
offering reliable surface services with seamless connectivity through a dedicated fleet of trucks. The
company has carved a niche in the field of surface services, making safe goods transportations from the
doorstep to the desired destinations. They believe in maintaining transparency with an advanced track &
trace system, which helps clients in maintaining the movement of goods. They have a large fleet of
containerized trucks for handling perishable & sensitive goods.
• About 5000+ fully contained and weather proof fleet covering more than 10 lakh kilometers per
day
• Fleet tracing by GPS monitoring system
• 24 X 7 X 365 Online track and trace
• Distribution through hubs and spokes
• 5000+ dedicated personnel working round the clock
• Door to door pickup and delivery
• Hourly committed delivery
• FTL / FCL movement
• ODC cargo movements

AIR SERVICES-
Based on years of experience OM Logistics ltd. has vast expertise in offering reliable Air Cargo
Services. Following a systematic framework, all the procedures are carefully conducted right from
storage to the delivery of the cargo. Also, they have advanced track and trace systems, so that the clients
can closely monitor the movement of the cargo. Om logistics ltd. offer multiple routing options to
provide ‘Same Day Delivery’ & ‘Next Flight Out’ services to our clients, thanks to our multiple Air Taxi
Operators such as Jet Airways, Indigo, Air India and Spice Jet, who help us to maintain the highest level
of industry standards.
• Same day delivery
• Door to door pickup and delivery
• Cost effective routing
• Pan India coverage

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 RAIL SERVICES-
OM LOGISTICS LTD. is known for offering reliable Rail Cargo Services to the clients. We hold huge
expertise in safely transporting the consignments from one location to another via rail transportation.
Our professionals make sure that the goods are safely delivered to the desired locations without any
damage and harm. Therefore, utmost care is taken, right from packaging to the delivery of goods. Also,
their modern information management systems help clients in closely monitoring the movement of the
cargo. Our services are highly customized to meet the specific requirements of clients. Also, they make
use of the well-known rail network, Rajdhani Express, for transportation for the Delhi and Mumbai
route. They also ensure that your products reach their intended market(s) in optimum time and while at
their best quality. Anyone can follow the data related to their railway shipments through IT interfaces
and consignment tracking system at any time.

• Experience of 20+ years in rail transportation

• High levels of expertise and experience
• Single integrated solution provided

WAREHOUSE SERVICES-
With their Warehouse and Distribution Network Services, they manage supply chain with integrated
pool distribution, cross docking, warehousing and transportation solutions. OLL manage more than 15
million sq. ft. of warehouse space at various areas the nation over. Their warehouse services firm
provides custom integrated transportation solutions. Our system runs on a structured process flow for
each sub operation and for tracking metrics. Their Warehouse and Distribution Network Services offer
short-term and long-term options as well as customized solutions. Their clients also benefit from a co-op
delivery system that utilizes shared routes to drastically reduce transportation expenses and the savings
are passed directly on to you.

• Provision of extended sales office for your organization’s network reach

• Flexible options of warehouse utilization i.e. sq. meter / CBM / pallet positions
• Material security and safety
• Modern infrastructure and handling solutions

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WHY TO CHOOSE OM LOGISTICS LTD.-
Om Logistics provides solutions delivering innovative transportation and logistics solutions that are vital
to the success of the companies and people they serve.

Om logistics ltd have built their business on three core values: commitment to customers, dedication to
excellence and innovative thinking.

Om logistics ltd. is a global provider of logistics, transportation and distribution services. They address
transportation and logistics challenges facing individuals, small companies, and complex multinational
organizations.

1. Preparation is a key

Managing your inventory correctly and choosing reliable suppliers are the first steps in the logistics chain.
It seems obvious but if you don’t have the items that you are advertising on your website in your
warehouse, you will inevitably disappoint your customers. So, whether you manage your supply in-house
or you outsource it, you need to have this under control.

Tracking is real key – you need to master the art of supply and demand and that is no easy thing, but
regular stock-taking will help no end. Same thing is done by OM LOGISTICS LTD.

2. being transparent on shipping prices and conditions

The loyalty of your customers begins (and sometimes, ends) with the trust they have in your business. It
is therefore transparency in key areas such as price and shipping that earn the loyalty of your customers.
In order to achieve this Om logistics ltd makes sure that it specifies different delivery options (including
any possible delays such as bank holidays), expected dates for delivery, associated costs and return
conditions. In other words, give the customer all the information they need to have realistic expectations
and avoid unwelcome surprises. Making those details easy to see and jargon free will also help with this
aim.

That said as much as being honest in your approach is an absolute necessity; it ultimately won’t win the
hearts of your customers if what you’re showing them is too restrictive.

3. Offer as many options as your customers need

Customers nowadays are me-centric and they expect retailers to offer the options that fit in with their
lifestyle and needs. Again, this is particularly relevant in logistics and order fulfillment.

Many customers abandon their shopping cart when choosing the delivery option. The reason? They
haven’t found the delivery approach that they wanted, and remember, you need to consider both

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delivery/pick up options and speed. For example, the last FEVAD survey reveals that 83% of consumers
want to see a door to door shipping option, while 66% also felt that a pick up option was important. In
terms of speed, you can offer them standard and express and even next day delivery. This also allows you
to offer different price options, which is important as 55% of shopping cart abandonment has been shown
to occur when shipping prices are considered to be excessive – allowing a shopper to choose the level and
price they invest in negates this risk..

Om logistics provide both i.e. delivery as well as pick up options to the customers, so that it becomes easy
for customers to send and get their products.

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Problem statement-
The main point of developing this system is to help the company in understanding the
importance of customer satisfaction for retaining the existing customers. This project is being
developed because customers were often switching the logistics company as they were
unsatisfied with the service being delivered by Logistics Company.

This project will help to find out that which factor is most responsible for frequent switching
between logistics company and help in providing solutions to these problems.

OBJECTIVE OF STUDY-
The main objective of this research is to find out, what are the factors which are affecting
consumer’s satisfaction with respect to Om logistics ltd.

PURPOSE- This report focuses on the factors that are responsible for customer’s satisfaction. RATER
MODEL’S 5 dimensions i.e. reliability, assurance, tangibility, empathy and responsiveness will
be taken as the factors to measure the quality of the service. A GAP Analysis can then measure
the gap between experience and expectation, making it clear to the company ‘where they are and
where they want to go’.

PRIMARY OBJECTIVE-

Customer satisfaction survey with respect to Om Logistics Ltd.

SECONDARY OBJECTIVE-

To find out which is the most important factor that affects most on customer satisfaction with respect to
Om logistics ltd among following-

1. Reliability
2. Assurance
3. Tangibility
4. Empathy
5. Responsiveness

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HYPOTHESIS-

1. H0- Customer satisfaction does not depend upon the RELIABILITY of the service provided by OM
LOGISTICS LTD.

H1- Customer satisfaction depends upon the RELIABILITY of the service provided by OM
LOGISTICS LTD.

2. H0- Customer satisfaction does not depend upon the ASSURANCE given by OM LOGISTICS LTD.

H1- Customer satisfaction depends upon the ASSURANCE given by OM LOGISTICS LTD.

3. H0-Customer satisfaction does not depend upon the TANGIBILITY of OM LOGISTICS LTD.

H1- Customer satisfaction depends upon the TANGIBILITY of OM LOGISTICS LTD.

4. H0-Customer satisfaction does not depend upon the employees EMPATHY.

H1- Customer satisfaction depends upon the employees EMPATHY.

5. H0-Customer satisfaction does not depend upon the RESPONSIVENESS of OM LOGISTICS LTD.

H1- Customer satisfaction depends upon the RESPONSIVENESS of OM LOGISTICS LTD.

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LITERATURE REVIEW-
➢ India's logistics sector to reach USD 215 bn by 2020:
Survey-
The country's logistics industry which is worth around USD 160 billion is likely to touch USD
215 billion in the next two years with the implementation of GST, Economic Survey today
said. "With the implementation of GST, the Indian logistics market is expected to reach about
USD 215 billion in 2020, growing at a CAGR of 10.5 per cent," Economic Survey 2017-18 tabled
in Parliament said.
The Indian logistics industry which provides employment to more than 22 million people has
grown at a compound annual growth rate (CAGR) of 7.8 per cent during the last five years, it
said.
The Global Ranking of the World Bank's 2016 Logistics Performance Index shows that India
jumped to 35th rank in 2016 from 54th rank in 2014 in terms of overall logistics performance.
India has improved its rank in all the six components of logistics performance index, it added.
Realizing the importance of the sector and to address the inefficiencies, the government has
included the sector in the Harmonized Master List of Infrastructure Subsector.

Source-
//economictimes.indiatimes.com/articleshow/62693817.cms?utm_source=contentofinterest&utm_medium=text&utm_campaign=cppst

➢ Logistics industry: Warehousing looks to shed

its baggage-
It’s a sector associated with inefficiency, with logistics costs accounting for 13-14% of India’s GDP,
as against 7% in most developed economies. This scenario is set to change, with technology and
investment transforming warehouses from godowns to IT-enabled depots that can ensure seamless
distribution.

In the process, the average size of a warehouse has increased from around 20,000 sq. ft. to 2-3 lakh sq
feet. Cumulatively, the total warehousing space is estimated to grow from the present 900 m
sq. ft. to 1439 m sq. feet by the end of 2019. Says Prabal Basu, CMD, Balmer Lawrie & Co, a mini-ratna
PSU, “the Indian warehousing industry, estimated to be worth around 50,000 crore at present, is growing
at an average 10% per annum.”
While 15% of the industry deals with agriculture and horticulture products, cold storages command 16%
of the warehousing space. Industrial and retail players account for 55% of the space and inland container
depots (ICDS) and container freight stations (CFS), dealing with export-import goods, enjoy a 14% share,
according to a CII logistics report.

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In an indicator of the sector’s potential, annual investment in warehousing has averaged `17,000 crore in
the last five years. A PSU like Balmer Lawrie, slotted for privatization, is redeploying its land assets to
streamline operations. Under a plan prepared by PWC entailing an investment of `250 crore, it is
developing two more cold storage chains and three temperature-controlled warehouses and three general
warehouses – each with 3,800 tons of storage facility—besides a multi-modal logistics park at
Visakhapatnam, Basu points out.
Technological upgrade is a part of such investments. It is innovations like automatic identification and
data capture (AIDC), Real Time Locating System (RTLS), and Radio Frequency Identification that have
allowed the rise of e-tailing in India and the creation of a value chain that extends from raw materials to
consumer satisfaction.
In a fast-growing economy, the sector has to be ready for new developments. A case in point is the
Centre’s direct port delivery scheme which hit operations of CFS. The scheme was aimed at delivery of
containers within 48 hours of a ship docking at port, obviating the need to stack them at CFS. It was also
supposed to free ports of congestion. However, the scheme failed due to the lack of adequate capacity at
ports to stock cargo. The dumping of the scheme has led to a revival of business at CFS.

SOURCE-https://www.financialexpress.com/industry/logistics-industry-warehousing-looks-to-shed-its-
baggage/1415779/

Although the service quality play an important role in each organization but the concept of it has begun
research from1980’s of the previous century and developing incessantly up to now. The first study on
service quality was presented by Grönroos (1984), he defined quality of service by two dimensions that
are technical and functional quality. As he emphasizes the first dimension is the technical quality which
refers to the outcome ( in what way customer receive). The second dimension is the functional quality
which refers to the manner (how customer receives the service). Both dimensions impact on the
company’s image and the perception of quality in various ways. This model base on the comparison
between the customer expectation and their perception and via this comparison the consumer used for
evaluating whether quality is perceived as good, neutral, or bad. Grönroos model considered as the first
attempt to study in the service quality field but it general and without offering any technique on
measuring technical and functional quality due to this is a shortcoming of this model. In order to continue
improving this model Rust, R. T., & Oliver, R. L. (1994) try to refine by three components consist of:
Service product (etc. technical quality), service delivery (etc. functional quality), and service environment
and also like the Grönroos model it also not give the way to test the service quality. In the period 1980s
of the previous century, Parasuraman was proposed one model that can help we deepen understanding and
relative comprehensive about service quality that is the GAP model or the SERVQUAL model
(Parasuraman A, Zeithmal V.A and Berry L.L, 1985). At the beginning this model consists of ten
elements of service quality. By the early 1990s of the 20th century, the authors had refined the model in

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to five elements that enable called the RATER model: Reliability, Responsiveness, Assurance, Empathy
and Intangible. This model helps repairs the shortcomings of these previous models by give new
technique for measure service quality. With provide technique for measure service quality made this
model is the great progress compare with these previous models. This model consist of five components
that customers are used to consider in their assessments of your company’s service quality was illustrated
in figure 1. As described in the model, a firm’s primary goal should be to meet or exceed customer
expectations, and strategies used to achieve that objective are all focused on the customer. The final
objective of any company is minimum the difference between customer expectations and perception.

Reliability: Ability to perform the promised service dependably and accurately.

Responsiveness: Willingness to help customers and provide prompt service.

Assurance: Knowledge and courtesy of employees and their ability to convey trust and confidence.
Empathy: Caring, individualized attention the firm provides its customers. Stipulates the caring,
individualized attention given to customers.

Tangibles: Physical facilities, equipment, and appearance of personnel.

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RESEARCH METHODOLOGY-
Descriptive research was undertaken on the basis of primary data collected from the respondents
around AHEMEDABAD and mainly people mostly using LOGISTICS services from Om logistics ltd. –
probability convenience sampling using a structured questionnaire.

TOOLS AND METHODS OF DATA ANALYSIS-

1. QUESTIONNAIRE DESIGN: - a structured questionnaire has been prepared and distributed among the
existing customers of Om logistics to study their perception and preferences regarding selection of
Logistics Company.

2. TABULATION AND CLASSIFICATION OF DATA:-The data was collected through a questionnaire and
tabulated. Cross tabulation has been done according to different variables.

3. FRAME WORK OF DATA ANALYSIS:-Statistical Package for Social Science (spss.10) was used to
analyze the data. SPSS is one of the most widely used of statistical software packages. It covers a broad
range of Statistical procedures that allows summarizing data, determining whether the differences
between groups are statistical significant or not. SPSS also contains several tools for analyzing data,
including functions for recording data and computing new variable as well as merging and aggregating
data Files.

Chi-square test was applied for testing the hypothesis at 5% level of significance. Data was analyzed with
the help of tables and charts. Statistical technique like percentile was used to analyze the data.
Descriptive analysis has been used. Garrett’s ranking technique was conducted to determine the most
important factors affecting users’ choice.

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Questionnaire-
CUSTOMER SATISFACTION SURVEY

1. Name of the company

---------------------------------------------------------------------------------------------------------------------------

2. Please select the service that Om logistics ltd. has supplied to your

➢ Air services
➢ Surface services
➢ Rail services
➢ Warehouse services

3. From how many years you are receiving service from Om logistics ltd?

➢ Less than 6 months

➢ 1 year
➢ 2 year
➢ More than2 years

4. What encourages you to associate yourself with OM LOGISTICS LTD?

➢ RATES TAT (DAYS)

➢ WIDE REACH
➢ BRAND IMAGE
➢ OTHERS

5. Please select the amount of time it takes to respond to your most recent quote request

➢ 1 hour or less
➢ 3 or more hours
➢ 1 day
➢ 2 or more days

6. Om logistics ltd. provides services at the promised time.

Strongly disagree 1 2 3 4 5 strongly agree

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7. Employees of Om logistics ltd. are knowledgeable about their product

Strongly disagree 1 2 3 4 5 strongly agree

8. Employees of Om logistics ltd. listen and understand my specific needs

Strongly disagree 1 2 3 4 5 strongly agree

9. Employees of Om logistics ltd. are neat in appearance

Strongly disagree 1 2 3 4 5 strongly agree

10. Corrective actions are taken immediately, when a problem or service failure occurred

Strongly disagree 1 2 3 4 5 strongly agree

11. Overall opinion of Om logistics ltd.

Strongly disagree 1 2 3 4 5 strongly agree

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 DATA ANALYSIS (CROSS TABULATION)
1. RELIABILITY

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

overall opinion of OLL * OLL

provides service at promised 40 100.0% 0 0.0% 40 100.0%
time

overall opinion of OLL * OLL provides service at promised time Cross tabulation
Count

OLL provides service at promised time

strongly disagree disagree Neutral agree strongly agree Total

overall opinion of OLL strongly dissatisfied 3 0 1 0 1 5

dissatisfied 1 6 1 1 1 10

neutral 2 0 7 2 2 13

satisfied 0 1 0 4 2 7

strongly satisfied 0 0 2 1 2 5
Total 6 7 11 8 8 40

Chi-Square Tests

Asymptotic
Significance (2-
Value df sided)

Pearson Chi-Square 38.175a 16 .001

Likelihood Ratio 37.960 16 .002
Linear-by-Linear Association 9.006 1 .003
N of Valid Cases 40

P VALUE <0.05, so null hypothesis is rejected

Hence, there is a significant relation between customer satisfaction and reliability.

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2. ASSURANCE

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

overall opinion of OLL *

employees of OLL are
40 100.0% 0 0.0% 40 100.0%
knowledgeable about their
product

overall opinion of OLL * employees of OLL are knowledgeable about their product Cross tabulation
Count

employees of OLL are knowledgable about their product

disagree Neutral Agree strongly agree Total

overall opinion of OLL strongly dissatisfied 0 2 1 2 5

dissatisfied 2 4 3 1 10

neutral 0 3 8 2 13

satisfied 1 1 2 3 7

strongly satisfied 1 0 2 2 5
Total 4 10 16 10 40

Chi-Square Tests

Asymptotic
Significance (2-
Value df sided)

Pearson Chi-Square 12.029a 12 .443

Likelihood Ratio 14.566 12 .266
Linear-by-Linear Association .818 1 .366
N of Valid Cases 40

P value>0.05, so null hypothesis is not rejected.

Hence, there is no significant relationship between customer satisfaction and assurance.

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3. TANGIBILITY

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

overall opinion of OLL *

employees of OLL are neat 40 100.0% 0 0.0% 40 100.0%
in appearance

overall opinion of OLL * employees of OLL are neat in appearance Cross tabulation
Count

employees of OLL are neat in appearance

disagree neutral agree strongly agree Total

overall opinion of OLL strongly disatisfied 1 1 1 2 5

Dissatisfied 0 4 2 4 10

Neutral 0 5 6 2 13

Satisfied 0 4 3 0 7

strongly satisfied 0 1 2 2 5
Total 1 15 14 10 40

Chi-Square Tests

Asymptotic
Significance (2-
Value df sided)

Pearson Chi-Square 14.173a 12 .290

Likelihood Ratio 13.073 12 .364
Linear-by-Linear Association .007 1 .934
N of Valid Cases 40

P value>0.05, so null hypothesis is not rejected.

Hence, there is no significant relationship between customer
satisfaction and Tangibility.

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4. EMPATHY-

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

overall opinion of OLL *

employees of OLL
40 100.0% 0 0.0% 40 100.0%
understand my specific
needs

overall opinion of OLL * employees of OLL understand my specific needs Cross tabulation
Count

employees of OLL understand my specific needs

disagree neutral agree strongly agree Total

overall opinion of OLL strongly dissatisfied 0 3 0 2 5

dissatisfied 1 5 3 1 10

neutral 0 0 8 5 13

satisfied 0 2 2 3 7

strongly satisfied 0 2 1 2 5
Total 1 12 14 13 40

Chi-Square Tests

Asymptotic
Significance (2-
Value df sided)

Pearson Chi-Square 16.850a 12 .155

Likelihood Ratio 21.816 12 .040
Linear-by-Linear Association 1.888 1 .169
N of Valid Cases 40

P value>0.05, so null hypothesis is not rejected.

Hence, there is no significant relationship between customer
satisfaction and empathy.

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 5. RESPONSIVENESS

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

overall opinion of OLL *

corrective actions are taken
40 100.0% 0 0.0% 40 100.0%
immediately, when a
problem occurs

overall opinion of OLL * corrective actions are taken immediately, when a problem occurs Cross tabulation
Count

corrective actions are taken immediately, when a problem occurs

strongly disagree disagree Neutral agree strongly agree Total

overall opinion of strongly dissatisfied 4 0 1 0 0 5

OLL dissatisfied 1 7 2 0 0 10

neutral 0 4 7 1 1 13

satisfied 1 2 2 1 1 7

strongly satisfied 1 0 2 1 1 5
Total 7 13 14 3 3 40

Chi-Square Tests

Asymptotic
Significance (2-
Value df sided)

Pearson Chi-Square 29.034a 16 .024

Likelihood Ratio 29.687 16 .020
Linear-by-Linear Association 8.714 1 .003
N of Valid Cases 40

P VALUE <0.05, So null hypothesis is rejected

Hence, there is a significant relation between customer satisfaction and responsiveness.

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 GARRETT RANKING-
strongly dissatisfied dissatisfied Neutral Satisfied strongly satisfied
RELIABILITY 3 2 14 10 11
ASSURANCE 0 4 10 16 10
TANGIBILITY 0 1 15 14 10
EMPATHY 0 1 12 14 13
RESPONSIVENESS 4 13 16 4 3

Rank rank position Garrett value

1 10% 76
2 30% 61
3 50% 50
4 70% 40
5 90% 25

1 2 3 4 5 Total average rank

Reliability 228 122 700 400 275 1725 43.125 2
Assurance 0 244 500 640 250 1634 40.85 3
Tangibility 0 61 750 560 250 1621 40.525 4
Empathy 0 61 600 560 325 1546 38.65 5
Responsiveness 304 793 800 160 75 2132 53.3 1

FINDINGS-
After conducting data analysis, it is found that reliability and responsiveness are the factors which effects
customer’s satisfaction and through Garrett ranking technique, it was found that the most important in
satisfying customer is empathy, which means understanding the needs of the customers by employees is
the factor which helps in customer retention and their satisfaction.

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But the major problem that is seen through the findings is that the responsiveness is the major factor
which leads to customer dissatisfaction. To improve responsiveness, Om logistics ltd. needs to take
actions.

So, there is a room for improvement in customer satisfaction with respect to Om logistics Ltd, if
responsiveness is to look properly by the management.

CONCLUSION-
After conducting a survey on customer satisfaction of OM logistics ltd., it can be concluded that the
reason for choosing OM logistics LTD. is empathy (understanding the needs of customers). On further
studies through various articles, it was found that Indian logistics industries are going to take a boost by
2020. The logistics industry is going to be worth 215 billion dollars. So utilizing their employees in the
most efficient manner will help the Om logistics ltd to improve their annual revenue.

It was also found that customers are associated with Om logistics ltd due to their wide reach. But the
major problem is that no one is associated with Om logistics because of their brand image.

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 3
1 8

rates
TAT
WIDE REACH
BRAND IMAGE
18 10 OTHERS

There are multitudes of factors that make a brand, such as advertising. However the most important factor
when trying to maintain brand, is the brand experience. Brand experience is the total sum of all contact
points the brand and company behind it has to a customer. Therefore OM LOGISTICS LTD. must make
sure that brand building is also an internal effort and that all customer contact points work according the
chosen brand experience.

After conducting chi-square test, it was found that reliability and responsiveness were the two factors,
which are having a significant relationship with the customer’s satisfaction.

Through Garrett ranking technique it was found that responsiveness being the major factor which effects
the customer satisfaction.

RECCOMENDATIONS-
To improve responsiveness, following steps can be taken-

1. Request feedback from the customer after every service being delivered.

2. Developing a system-
Enterprise resource planning (ERP) is process management software that allows an organization to use a
system of integrated applications to manage the business and automate many back office functions related
to technology, services and human resources.
ERP software typically integrates all facets of an operation — including product planning, development,
manufacturing, sales and marketing — in a single database, application and user interface.

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3. Empower your customer support team.
How fast you respond to your customers and any problems they may have is crucial to their satisfaction.
Is your customer support team able to act immediately to resolve customer issues? If an action is outside
their jurisdiction, do they have direct access to someone who can help? Let your customer support team
know what you expect in terms of customer service, and provide training if required. Then empower those
employees to come up with creative solutions. Allow them, for example, to waive a fee, extend a limit, or
upgrade a customer to your premium service

References-
Parasuraman A, Zeithmal V.A and Berry L.L., 1985, “A conceptual model of service quality and its
implications of future research”, Journal of Marketing, Volume 4, pp.45-50.
Zeithaml, V. A., & Bitner, M. J, Dywayne D, and Gremler, 2010, Service marketing strategy, In Willey
international encyclopedia of marketing, edited by Jadish N. Sheth and Electronic references.

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