A STUDY ON CUSTOMER SATISFACTION OF USING SOCIAL MEDIA

IN TRICHY.

The project work submitted to

SRM Trichy Arts and Science College
Tiruchirappalli- 621105

Submitted by

DHARSHINI U

(Reg. No: CB21B328140)

Under the Guidance of

Dr.S.Fabiyola kavitha
Associate Professor
Department of Management Studies
SRM Trichy Arts and Science College
Tiruchirappalli- 621105

February 2024
 INTRODUCTION

1.1 INTRODUCTION OF THE STUDY

Marketing is the process of discovering and translating consumers needs and wants
into product and services, specification, creating demand for their products and
services and then in turn expanding their demand

Satisfaction personal feelings of pleasure or disappointment that result from

comparing a product perceived performance to their expectations. If the
performance falls short of expectation the customer is dissatisfied. If the
performance matches the expectation the person is satisfied, if the performance
exceed expectation the customer is highly satisfied or delighted.

Customer assessment of product performance depend on many factors especially

the type of loyalty, relationship the customer has with the brand. Customer often
forms more favorable perceptions with a brand they already feel positive about.

Monitoring satisfaction

Many companies are systematically measuring how will they treat customers and
feel the factors shaping the satisfaction and making changes in their operations and
marketing as a result.

A company would be wise to measure customer satisfaction regularly because one

keep to customer retention is customer satisfaction. A highly satisfied customer
generally says loyal longer buys more as the company introduce new product and
upgrades existing products talks favorably to others about the company or its
products pays less attentions to competing brand and it is less sensitive to price,
offers product or service ideas to the company and cost less to serve then new
customers because transaction can become routine.

Great customer satisfaction has also been linked to higher returns and lower risk in
the stock market.

IMPORTANCE OF CUSTOMER SATISFACTION:

Sometimes companies are misguided by the notion that customers depend on

them. The truth of the matter is that we very much so depend on them. Many
researchers and academia have highlighted the importance of customers in today’s
market.

The level of satisfaction a customer has with a company has profound

effects. Studies have found that the level of customer’s satisfaction has a positive
effect on profitability:

 A totally satisfied customer contributes 2.6 times as much revenue to a

company as a somewhat satisfied customer.
 A totally satisfied customer contributes 17 times as much revenue as a
somewhat dissatisfied customer.
 A totally dissatisfied customer decreases revenue at a rate equal to 18 times
what a totally satisfied customer contributes to a company.

Research has shown that when a person is satisfied with a company or service
they are likely to share their experience with other people to the order of perhaps
five or six people. However, dissatisfied customers are likely to tell another ten
people of their unfortunate experience. With social media readily available for
consumers to tell their story to all of those online, you can easily go to Twitter or
Face book and read about someone’s experience with a company or service.

However, merely focusing solely on customer satisfaction has its drawbacks in

the marketplace as well. For those companies that focus only on customer
satisfaction run a real risk a failing to differentiate their brand from others. In order
to achieve long-term sustainability companies must seek to establish ties of loyalty
with consumers that are strong enough to ward off the advances of
competitors. Creating loyalty among customers can help the company to increase
purchases of existing products, charge premium prices for appreciation of your
added-value services, and create positive word-of-mouth promotion for your
company, which is the core marketing objective for companies.

Customer loyalty is much harder to obtain than satisfaction. Even though

customers are satisfied with the company there are several factors that could cause
the customer to defect to the competition, such as finding a better value or the
competitor is more convenient. With that said, having high levels of customer
satisfaction does not always lead to customer loyalty. However, a company cannot
achieve customer loyalty without having customer satisfaction.

Thus, though customer satisfaction does not guarantee the repurchase from a
company but it does play a very important role in achieving customer
loyalty. Conducting customer satisfaction research will provide your company with
the necessary insight it needs to make informed decisions in order to retain and
increase your customer base and improve customer relationships.
 1.2 PRODUCT PROFILE

There are numerous social media platforms, each with its own profile structure
and requirements. Some of the most popular ones include:

1. Facebook

2. Instagram

3. Twitter

4. LinkedIn

5. TikTok

6. Snapchat

7. Pinterest

Each platform typically requires basic information such as a username, profile

picture, bio/about section, and possibly additional details like location, website,
and contact information.

Certainly! Here is a bit more information about what you might find on a
typical social media profile:

1. Profile Picture: This is usually a small image that represents the user. It's
often a headshot, logo, or some other image that identifies the user.
 2. Cover Photo/Banner: Many platforms allow users to upload a larger image to
serve as a background or banner for their profile. This can be a photo, graphic, or
other visual element.

3. Username/Handle: This is the unique identifier by which other users can find
and mention you on the platform. It's often preceded by an "@" symbol.

4. Bio/About Section: A short description or bio where users can provide

information about themselves, their interests, or their businesses. This is usually
limited to a certain number of characters or words.

5. Location: Some platforms allow users to specify their location, which can be
as broad as a city or as specific as an address.

6. Website: Many social media profiles include a field for users to link to their
personal website, blog, or other online presence.

7. Contact Information: Depending on the platform and user preferences, contact

information such as email address or phone number may be visible to other users.

8. Posts/Content: The main body of a social media profile consists of the content
that the user has shared, including text posts, photos, videos, links, and other
media.

9. Followers/Following: Social media profiles typically display the number of

followers (people who subscribe to see the user's updates) and the number of
accounts the user is following.

10. Interactions: Users can often see interactions on their profiles, such as likes,
comments, shares, retweets, and direct messages.
 These are some common elements, but the specifics may vary depending on the
platform. Each social media platform has its own unique features and layout for
profiles.

CHAPTER-II

REVIEW OF LITERATURE

 The review of literature on social media can cover various aspects such
as its impact on mental health, its role in shaping public opinion, its use
in marketing and advertising, its influence on interpersonal relationships,
and its implications for privacy and security. Researchers often examine
trends, patterns, and effects associated with different social media
platforms, user behaviors, and societal outcomes. Key themes may
include the psychological effects of social media use, the spread of
misinformation, the role of influencers, and the ethics of data usage by
social media companies.

 A comprehensive review of literature on social media encompasses a

wide range of topics and perspectives. Scholars delve into the
psychological, societal, and cultural implications of social media use.
They explore how platforms like Facebook, Twitter, Instagram, and
TikTok shape human behavior, influence decision-making processes, and
redefine social interactions.
  Studies often examine the addictive nature of social media, the impact of
cyberbullying and online harassment, and the dynamics of online
communities.

 Additionally, researchers analyze the role of social media in mobilizing

social movements, fostering civic engagement, and amplifying
marginalized voices. Ethical considerations such as data privacy,
algorithmic bias, and digital inequality are also central themes in the
literature. By synthesizing findings from diverse disciplines such as
psychology, sociology, communication studies, and computer science,
scholars strive to deepen our understanding of the complex and evolving
landscape of social media in contemporary society.

CHAPTER-III

RESEARCH METHODOLOGY

It is way to scientific and systematic research for pertinent information on a

specific topic and for solving the research problem.

SCOPE OF THE STUDY

1. It helps us to identify the needs and wants of the customer.

2. This study reveals the information about the customer views about the
customer satisfaction.
3. The study is focusing the preference and the customer satisfaction
4. It identifies the customer’s influencing factors of purchase.
OBJECTIVES OF THE STUDY

Primary objective:
To study and analyze the customer satisfaction on using social media.

Secondary objectives:

1. To study the socio-demographic characteristics of respondents.

2. To analyze the customer preference towards the service
3. To suggest suitable measure to improve the customer satisfaction.

RESEARH DESIGN: Descriptive Research Design

SAMPLING METHOD: Convenience Sampling Method

SAMPLE SIZE: 80

CHAPTER- IV

DATA ANALYSIS AND INTERPRETATION

TABLE NO: 4.1

Distribution of respondent based on Gender-wise

Particulars No. of Respondent Percentage

Male 45 56
 Female 35 44

Total 80 100

Source: Primary Data

Inference:

 56% of the respondents are male respondent

 44% of the respondents are Female respondent

CHART NO: 4.1

Distribution of respondent based on social media platform people use the most

social media platform people use the most

20

18

16

14

12

10

2 Facebook Instagram others WhatsApp

0
Distribution of respondent based on how long people spend on social media

How long peoples spend on social media per day?

More than 10hrs

7 - 10 hrs

5 - 7 hrs

2 - 4 hrs

0
5
10
15
20

Distribution of respondent based on people’s point of view

From peoples point of view

Waste of time 2

learning platform 10

Earning platform1

Distraction 16

0 2 4 6 8 10 12 14 16 18
Distribution of respondent based on career growth

Whether social media helps in peoples career

growth?
18
16
14
12
10
8
6
4
2
0

100% 25% 50%

Distribution of respondent based on when people use the social media most

when people spend more time on social

media

20

Afternoon Morning Night

 CHAPTER –V

5.1 FINDINGS:

 44% of the respondents are female

 56% of the respondents are male
 Most of the social media users are teenagers
 Majority of people use Instagram
 Majority of people use the social media platform about 2 – 4 hours per day
 Most of the people look at their social media more than 10 times per day

5.2 SUGGESTIONS:

Most of the social media users are teenagers. They use various social media
platforms for various purposes. Most of the peoples use Instagram platform. The
social media is used by the teenagers for education, business, food, travelling, and
other purpose. Most of the teenagers use the social media on night time compared
to morning and afternoon.

In survey collected most of the teenagers select 50% as the social media
helps in their career growth. Most of the teenagers says that social media helps
them to gain knowledge and learn more. At the same time in survey most of the
teenagers says that the social media is a distraction and waste of time which affects
their careers as well.

On the opinion collected from the sample the results are –

 Social media can offer valuable opportunities for teenagers to connect and express themselves but
requires careful navigation to mitigate potential risks to mental health and privacy.
 Social media is a good platform to learn and showcase our talents

 It is just a timepass
  It is useful but also is distraction

 development of knowledge

 Using social media is not dangerous until the limit is crossed

 Entertainment only and more.

Finally, Peoples are expecting more security and safety measures from the
social media platforms. They are expecting more contents which are related to their
career, education, business, and future need. As the social media is also used as the
education purpose peoples are highly expecting more information related to it. The
safety and security are more expected by the teenagers because now a days many
teenagers are doing business through social media and earning more. So, safety
means a lot to them.

5.3 CONCLUSION

On the survey collected the overall conclusion is that the social media helps
the teenagers in education and career as well as it also a waste a time and
distraction to them. So, the peoples who select the right path to use the social
media gains knowledge and one who not gains nothing.

Using the sources for right purpose helps them to grow more and learn more. It is
evident that social media plays a significant role in the lives of respondents. In
conclusion, the survey highlights the pervasive influence of social media on
individuals' behaviors and attitudes, underscoring the need for further research and
awareness regarding its effects on mental health, relationships, and overall well-
being.
.