Case Assignment 1:

Fruitzone India Limited

Soham D’Souza 1802208

Yash Suryawanshi 1802220
Suraj Pal Jangid 1802219
Tirtha Das 1802226
Konika Gupta 1802102
 Research Process in Flow Chart:

Design research
Define research
problem

Collect data
Review concepts
Theories and
previous research
findings Analyze data

Formulate
hypothesis Interpret &
report
Q. No. 6 : Measuring customer satisfaction of the
Tropiviva brand

Deductive Approach
 Literature Review:

• According to Hill, Roche, & Allen (2007), improving customer satisfaction is going to be
extremely difficult because the organization wants to focus on controlling or reducing costs
(in USA). The survey showed that 1 % increase in customer satisfaction is associated with 7
% increase in cash flows of the company

• According to Giese & Cote (2000), customers are the ultimate users of a product which
suggest 3 general factors that assemble the whole customer satisfaction concept:
1. Customer satisfaction is a summary of affective response that varies in intensity
2. The response pertains to a focus on the product choice, consumption experience and
purchase decision
3. The response set at a time that varies according to a situation and is limited in duration
• Giese & Cote (2000) have described customer satisfaction as a “summary of affective
response of varying intensity”, “time specific point of determination and limited
duration”, and last “focal aspects of product acquisition and /or consumption”

• Tse & Wilton (1988) defined satisfaction as “ the consumer’s response to the evaluation
of the perceived discrepancy between prior expectations(or some norm of performance)
and actual perception of product performance after its consumption”

• According to Bearden and Teel(1983), satisfaction is generally assumed to be a

significant determinant of customer loyalty, a recapitulation of sales and positive words
of mouth to mouth towards the company which plays an important role in the market
 Importance of Customer Satisfaction to companies:

• Companies agree that customers are the biggest assets

• A company grows- Retain current customers + Grow customer base

• All customers are driven by needs and desires which they seek and value to satisfy

• All customers=VALUE driven through acquisition of products/ services

• What will make customers choose one product/service over the other?

• More than the product its the service and experience that matters
 Measures of customer satisfaction:
1. Net Promoter Score:

The Net Promoter Score is an index ranging from -100 to 100 that measures the willingness
of customers to recommend a company's products or services to others. It is used as a proxy
for gauging the customer's overall satisfaction with a company's product or service and the
customer's loyalty to the brand.

2. Customer Satisfaction Score (CSAT):

The CSAT is the most commonly used satisfaction method. You ask your customers to rate
their satisfaction on a linear scale. Your survey scale can be 1 – 3, 1 – 5, or 1 – 10, and there's
no universal agreement on which scale is best to use.
3. Customer Effort Score (CES):

The Customer Effort Score (CES) is very similar, but instead of asking how satisfied the
customer was, you ask them to gauge the ease of their experience. You're still measuring
satisfaction, but this way you're gauging user effort -- the assumption being that the easier a
task is the better the experience. As it turns out, making an experience a low-effort one is one
of the greatest ways to reduce frustration and disloyalty
 Research Model: Product Quality –Customer Satisfaction

• A theoretical product quality model has been devised where customer satisfaction is the key to success and financial
excellence of the manufacturer; the said customer satisfaction is influenced by their expectations (the level of the
meeting of expectations) and, consequently, product quality.

• The quality of the specific purchased product is compared with that of competing products (based upon the ability
to meet customer expectations) and is reflected in customer loyalty (repeat purchase) and their willingness to
recommend the product to other prospective customers.

Ref :Customer Satisfaction with Quality of Products of Food Business,Petr Suchánek,1Jiří Richter, Maria Králová*
 Hypothesis Development:
• H1: The more customer expectations are met, the happier the customer is.
• H2: The happier the customer, the more likely the product will be deemed superior to other
products.
• H3: The more customer expectations are met, the more likely the product will be deemed
superior to other products.
• H4: The better the quality of a product, as perceived by consumers, the more likely it will be
recommended to prospective consumers.
• H5: The better the quality of a product, as perceived by consumers, the more likely the
consumers will purchase the product again.
• H6: The more satisfied the customer is, the more likely they will be willing to recommend
products to other people.
• H7: The more satisfied the customer is, the more likely they will purchase the product again.
• H8: The more satisfied the customer is, the more customers think that its quality exceeds the
quality of competing products.
• H9: The better a product is thought to be, the more customers think that its quality exceeds the
quality of competing products.
• H10: The more customer expectations are met, the more likely the product will be preferred to
other products in terms of quality
 Methodology and Data

Questionnaire
Design

Defining Sample
Size

Pearson
Correlation
(95 % Confidence)