A STUDY ON CUSTOMER SATISFACTION

AT IN

PER GRATIAM

Project Report submitted in partial fulfillment of the

Requirement for the degree of

BACHELOR OF BUSINESS ADMINISTRATION

UNIVERSITY OF MADRAS

By

S. TAMILAZHAGAN

Register No. 116 BU 248

Under the guidance of

MRS. SERENA SUMAN.A

DEPARTMENT OF BUSINESS ADMINISTRATION

MADRAS CHRISTIAN COLLEGE (AUTONOMOUS)

TAMBARAM EAST, CHENNAI-600059

MARCH 2014

DEPARTMENT OF BUSINESS ADMINISTRATION

MADRAS CHRISTIAN COLLEGE (AUTONOMOUS)

CERTIFICATE

This is to certify that S. TAMILAZHAGAN has completed his project,

‘Measuring the level of Customer Satisfaction’ in PER GRATIAM under my

Guidance.

It is his own work fully and to the best of my knowledge and belief that it has

not been used for the award of any degrees in this university or anywhere else

and I am satisfied with his effort in this connection.

Head of Department Project guide

Date: Date:

VIVA VOCE EXAMINATION

This is to certify that the project titled, ‘‘MEASURING THE LEVEL OF

CUSTOMER SATISFACTION’ in PER GRATIAM submitted by

TAMILAZHAGAN.S in partial fulfillment for the Bachelor in Business

Administration degree is a record of research work done by his during the year

2013-2014.

This study represents independent work on the part of the candidate.

Internal Examiner External Examiner

DECLARATION

I hereby declare that the project titled ‘MEASURING THE LEVEL OF

CUSTOMER SATISFACTION’ in PER GRATIAM, Chengalpet” is based on

the original work carried out by me under the guidance of Mr. MOSES RAJ

PONNOLI, per gratiam and Mrs. SERENA SUMAN.A faculty guide at college,

submitted to Madras Christian College in partial fulfillment of the requirement

of the course of study.

S.TAMIL AZHAGAN

Acknowledgement

My sincere regards to Mr. D. ARMSTRONG DOSS our beloved head in charge

for providing me this opportunity to do this project.

My thanks to Mrs. SERENA SUMAN.A. My guide for allowing me to do the

project and for her encouragement and valuable support at each and every stage

of my work.

My heartful thanks to Mr. MOSES RAJ PONNOLI, who had helped me to do

this project successfully.

I take this opportunity to acknowledge the help rendered by my parents during

the course of this project work.

S.TAMIL AZHAGAN

List of contents

Sl. no Contents Page no.

1 Introduction

2 Research methodology

3 Objective of the study

4 Limitation of the study

5 Company profile

6 Data analyzed and interpretation

7 Findings

8 Suggestion

9 Conclusion

10 Annexure

1

INTRODUCTION

MEANING OF CUSTOMER SATISFACTION:

The meaning of customer satisfaction has been commonly disputed as

companies progressively attempt to review it. Customer satisfaction can be

experienced in a wide range of circumstances and linked with both products and

solutions. It is a highly individual evaluation that is significantly affected

by customer expectations.

Satisfaction also is based on the client’s encounter of both get in touch with the

company (the “moment of truth” as it is called in business literature) and

individual results. Some scientists determine a pleased client within the private

industry as “one who gets significant added value” to his/her bottom line—a

meaning that may apply just as well to public services. Customer fulfillment

varies with regards to the situation and the products or solutions.

Satisfaction is consumer’s fulfillment response. It is a judgment that a product

or a service feature or the product or service itself provides pleasurable level of

consumption related fulfillment.

Customer’s satisfaction influenced by specific product are service features and

by perceptions of quality. It is also influenced by specific service attributions,

and their perceptions.

Customer Satisfaction is the pillar of the marketing concept.

Sat isfac t ion i s consumer’s fu l f i l lment response . I t i s a

judgment tha t a produc t or a service fea ture or the product or

service i t se l f provides p leasurable level of consumpt ion re la ted

fu l f i l lment . Customer’s satisfaction influenced by specific product are

service features and by perceptions of quality. It is also influenced by specific

service attributions and teir perceptions. The telling factor in the company’s

long run fortunes will be the amount of customer satisfaction that it managers to

generate. But it doesn’t mean the company’s sole aim is to maximize customer

satisfaction. If that where the case, it should simply put out the bes t product

and se rvice in the world and pr ice i s be low cost . There by i t

would be creating substantial customer satisfaction. But in the long

run it would be also be out of business.

Customer satisfaction like happiness bet achieved by rendering

substantial forma of assistance to others rather than by direct pursuit.

Companies that move towards adopting the market concept benefit

themselves and the society. It leads the society’s recourse to move

in the direction of social needs, there by br inging the in teres ts of

business f i rms and the in teres t of soc ie ty in to harmonious

relationship. Thus the third pillory of the marketing concept aims to achieve

good profits by giving the customer genuine values in the satisfaction.

Customer satisfaction, a business term, is a measure of how products

and services supplied by a company meet or surpass customer

expectation. It is seen as a key performance indicator within business

and is part of the four perspectives of a Balanced Scorecard.

In a competitive market place where businesses compete for

customers, customer satisfaction is seen as a key differentiator and

increasingly has become a key element of business strategy. Increasing

competition (whether for-profit or nonprofit) is forcing businesses to

pay much more attention to satisfying customers. (It may help the

reader to notice the role of customer satisfaction in the overall context

of product or service development and management.

Measuring customer satisfaction

Organizations are increasingly interested in retaining existing customers while

targeting non-customers;

Measuring customer satisfaction provides an indication of how successful the

organization is at providing products and / or services to the marketplace.

Customer satisfaction is an ambiguous and abstract concept and the actual

manifestation of the state of satisfaction will vary from person to person and

product / service to product / service. The state of satisfaction depends on a

number of both psychological and physical variables which correlate with

satisfaction behaviors such as return and recommend rate. The level of

satisfaction can also vary depending on other options the customer may have

and other products against which the customer can compare the organization’s

products.

Customer Loyalty

"It takes a lot less money to increase your retention of current customers than to

find new ones-but I know I don't give it as much effort as I should

because it does take a lot of energy and effort!"

Strategize And Plan For Loyalty !

Do you even have a specific plan for building customer loyalty?

I bet you haven't given it as much thought as you should- because to tell

the truth I need to give it more effort also.

If you currently retain 70 percent of your customers and you start

a program to improve that to 80 percent, you'll add an additional

10 percent to your growth rate.

Particularly because of the high cost of landing new customers

versus the high profitability of a loyal customer base, you might want to

reflect upon your current business strategy.

These four factors will greatly affect your ability to build a loyal customer base:

1. Products that are highly differentiated from those of the

competition.

2. Higher-end products where price is not the primary buying

factor.

3 . Products wi th a h igh service component .

4 . Mul t ip le products for the same cus tomer .

Market to Your Own Customers!

Giving a lot of thought to your marketing programs aimed at current

customers is one aspect of building customer loyalty. When you buy a new

car, many dealers will within minutes try to sell you an extended

warranty, an alarm system, and maybe rust proofing. It's often a very easy sale

and costs the dealer almost nothing to make. Are there additional products or

services you can sell your customers. Three years ago my house was painted,

and it's now due for another coat. Why hasn't the painter called or at least

sent a card? It would be a lot less expensive than getting new

customers through his newspaper ad, and since I was happy with his

work I won't get four competing bids this time. Keep all the

information you can on your customers and don’t hesitate to ask for the

next sale.

Use Complaints To Build Business!

When customers aren't happy with your business they usually won't

complain to you -instead, they'll probably complain to just about everyone

else they know - and take their business to your competition next time.

That's why an increasing number of businesses are making  follow-up

calls or mailing satisfaction questionnaires after the sale is made.

They f ind tha t i f they prompt ly fo l low up and resolve a

customer ' s compla in t , the customer might be even more likely to do

business than the average customer who didn’t have a complaint. In many

business situations, the customer will have many more interactions after the sale

with technical, service, or customer support people than they did with

the sales people. So if you're serious about retaining customers or getting

referrals, these interactions are the ones that are really going to matter.

They really should be handled with the same attention and focus that

sales calls get because in a way they are sales calls for repeat  business.

Reach Out To Your Customers!

Contact . . . contac t . . . contac t wi th cur rent customers i s a

good way to bui ld the i r   loyalty. The more the customer sees someone

from your firm, the more likely you'll get the next order . Send

Chr is tmas cards , see them at t rade shows, s top by to make sure

everything’s okay. Send a simple newsletter to your customers-tell them

about the great things that are happening at your firm and include some

useful information for them. Send them copies of any media clippings about

your firm. Invite them to free seminars. The more they know about

you,the more they see you as someone out to help them, the more they know

about your accomplishments-the more loyal a customer they will be.

Loyal Customers and Loyal Workforces

Building customer loyalty will be a lot easier if you have a loyal

workforce-not at all a given these days. It is especially important for you to

retain those employees who interact with customers such as sales people,

technical support, and customer-service people. Many companies give

a lot of attention to retaining sales people but little to support  people.

I've been fortunate to have the same great people in customer service

for years-and the compliments from customers make it clear that they

really appreciate specific people in our service function. The increasing

trend today is to send customer-service and technical-support calls into

queue for the next available person. This builds no personal loyalty

and probably less loyalty for the firm. Before you go this route, be

sure this is what your customers prefer . Otherwise I 'd ass ign a

spec i f ic support person to every significant customer.

THE MAKERTING CONCEPT

“The marketing concept hold that key to achieving organizations goals consists

of being more effective than competitor in integrating competitive in integrating

marketing activities towards determining and satisfying the needs and wants of

target markets’’

DEFINITION OF CUSTOMER SATISFACTION:

The degree of satisfaction provided by the goods or services of a company as measured by the number of repeat customers.

2

RESEARCH

METHODOLOGY

Research methodology:

Research refers to search for knowledge. The pattern in which a research is carried out to arrive at a conclusion or to final new relationship within a particular frame work is called research methodology. Research methodology

also refers to the various sequences, steps to be adopted by a researcher to study a problem with certain objectives in view. The following outlines the research methodology adopted for this study

Area of design: PER GRATIAM, chengalpet

Sampling Technique: The research is going to use simple random

sampling techniques.

Research Design: The researcher is going to use descriptive

research design to solve his research problem.

Sample Size: The sample size chosen is 75 customers.

Data Analysis: The researcher used questionnaire for his

primary data collection and websites, books are secondary data.

Data collected will be analyzed using statistical methods using

graphs, charts, etc.,

Objectives of study:

Primary objective:

To measure the level of customer satisfaction.

Secondary objective:

To find the major factors which influence customer satisfaction.

To provide suggestion to achieve the level of customer satisfaction.

Period of the study:

The project work was started in the month of MARCH 3 2014 and ended

in the month of MARCH, 28th 2014. During this period data was collected,

report was prepared, review was done and finally project presentation.

LIMITATIONS OF THE STUDY:

No matter what efforts were put in the collection of data, the study faced

some limitations. Some of the problems faced were:

Limited time period: the time period allotted for the study was

short. Therefore, many aspects could not be explored.

Small no. of respondents: the number Of customers willing to respond

was limit.

3

COMPANY

PROFILE

HISTORY:

Per Gratiam is a Latin word. Which stands for ‘God’s Grace’. It is a meaning which god given a food to all the people on day to day environment with peaceful. Per gratiam established on 5th june, 2013. It was started as take away outlet. Then within two months they starts with the dining hall and added

new menu to the customers. The partners contributed the industry are Mr. LLOYD PONNUDURAI, Mr. NOEL LESSLI THOMAS, Mr. MOSES PONNOLI.

The working people in company is 20. This shop prepares a continental foods and bakery items like fresh cream cake, puffs, etc.,

QUALITY POLICY:

A per gratiam is commited to customer satisfaction to preparing the food

items by understanding the customer satisfaction. The company is also

committed to continually improved quality, production and delivery.

MISSION:

To deliver quality foods on time at competitive price.

GOALS:

To satisfied the customer. And do the business with profit motive. To intro new products to the customers. The quantity and quality of the product must be given same. To do so many type of business in future. Want to start the branches and franchious of this company in all over

tamilnadu.

4

DATA ANALYSISAnd

INTERPRETATION

TABLE 1Gender No. of customers Percentage %

Male53 71

Female22 29

Total 75 100

TABLE SHOWING GENDER DETAILS OF CUSTOMERS

INTERPRETATION:

The above table reveals that 71% of respondents belong to male category and 29% to female

category.

CHART 1

CHART SHOWS GENDER DETAILS OF CUSTOMERS

MALE71%

FEMALE29%

GENDER

TABLE 2

TABLE SHOWING THAT AGE OF THE CUSTOMERS

OPTIONS NO.OF RESPONDENT Percentage %

BELOW 20 19 25

21-30 33 44

31-40 19 25

41-50 4 6

ABOVE 50 0 0

INTERPRETATION:The table reveals the 25% of customers are in below 20, 44% of customers in

21-30, 25% of customers are in 31-40, 6% 0f customers in 41-50 and there are

no customers in above 50.

CHART 2

CHART SHOWING AGE OF THE CUSTOMERS

BELOW 20 21-30 31-40 41-5005

101520253035404550

25%

44%

25%

6%

AGE OF THE CUSTOMERS

Series1Series2

TABLE 3

TABLE SHOWING THAT MARITAL STATUS OF CUSTOMERS

INTERPRETATION:The above table reveals 36% of customers are married and 64% of customers

are in single.

Marital status No. of customers Percentage %

Married27 36

Single48 64

Total 75 100

CHART 3

CHART SHOWING THE MARITAL STATUS OF CUSTOMERS

Married Single0

10

20

30

40

50

60

70

34%

64%

MARITAL STATUS

percentage

TABLE 4

RATING THE VARIETY OF DISHES

Options Total Percentage %

Very good 19 25

Good 44 59

Moderately Good 11 15

Poor 1 1

Very Poor 0 0

INTERPRETATION:

The table shows the customer give their rating to the dishes which they 59% of

customer gives good, 25% of customers give very good and 15% of customers

shows moderately good.

CHART 4

Very good Good Moderately Good

Poor 0

10

20

30

40

50

60

70

25%

59%

15%

1%

Rating the variety of dishes

Series1Series2

TABLE 5

PURCHASING AVERAGE AMOUNT

INTERPRETATION:

The above statement says the customers purchasing amount will displayed. Which 12% of customers purchase product for below 100, 36% of customers purchase product for 100-200, 27% of customers buy their product for 200-300, 15% of customers purchase the product for 300-400, and then 10% of customer buy the product for above 500.

CHART 5

Options Total Percentage %

Below 100 9 12

100-200 27 36

200-300 20 27

300-400 11 15

Above 500 8 10

Below 10012%

100-20036%

200-30027%

400-50015%

above 50010%

PURCHASING AVERAGE AMOUNT

TABLE 6

TIME TAKEN TO RECEIVED ORDERED ITEMS

INTERPRETATION:

The table shows the 12% of customer received their orders within 2-3 MINS,

37% of customers received the orders within 3-5 MINS, 31% of customers

received their orders within 5-8 MINS, and 16% of customer received their

orders below 15 MINS, 4% of customer received their orders above 15 MINES

Options Total Percentage %

2-3 MINS 9 12

3-5 MINS 28 37

5-8 MINS 23 31

Below 15 MINS 12 16

Above 15 MINS 3 4

CHART 6

12%

37%31%

16%

4%

Series 1

2-3 mins3-5 mins5-8 minsbelow 15 minsabove 15 mins

TABLE 7

RATING THE LEVEL OF CUSTOMER SERVICE

INTERPRETATION:

The above statement shows the 36% of customers says the customer service is

good, 44% of customers say the customer service is very good, and 20% of

customers say the customer service is moderately good.

Options Total Percentage %

Good 27 36

Very Good 33 44

Moderately Good 15 20

Poor 0 0

Very Poor 0 0

CHART 7

good

very good

moderately good

poor

very poor

0 5 10 15 20 25 30 35 40 45 50

36%

44%

20%

0

0

Series 1

TABLE 8

RATING THE CLEANLINESS OF THIS OUTLET

INTERPRETATION:

This tables shows the 41% of customers give their rating to good for the

cleanliness and 43% of customers give their rating to very good for this

cleanliness, 15% of customers give their rating to moderately good for this

cleanliness and only 1% of customer give their rating to poor for this cleanliness

of this shop.

Options Total Percentage %

Good 31 41

Very Good 32 43

Moderately Good 11 15

Poor 1 1

Very Poor 0 0

CHART 8

Good Very Good Moderately Good

Poor Very poor0

5

10

15

20

25

30

35

40

45

41% 43%

15%

1% 0%

Series 1

TABLE 9

MONTHLY FREQUENCY OF EATOUTS

INTERPRETATION:

This table reveals 16% of customer comes once to the shop, 35% of customers came twice to the shop, 29% of customers came below 5 times to the shop, 13% of customers came more than 5 times to the shop, 7% of customers came more than 10 times to the shop for a month.

Options Total Percentage %

Once 12 16

Twice 26 35

Below 5 times 22 29

More than 5 times 10 13

More than 10 times 5 7

CHART 9

once16%

Twice35%

Below 5 times29%

More than 5 times13%

More than 10 times7%

MONTHLY FREQUENCY OF OUTLET

TABLE 10

RECOMMENDING THIS SHOPS TO OTHERS

INTERPRETATION:

This table explains 55% of customers give high recommend about the shop to

others, 23% of customers give very high recommend about the shop to others,

17% of customers give no opinion to recommending about the shop to others

and 5% of customer says low to recommending about the shop to others.

Options Total Percentage %

High 41 55

Very High 17 23

No Opinion 13 17

Low 4 5

Very Low 0 0

CHART 10

High

Very High

No Opinion

Low

Very Low

0 10 20 30 40 50 60

55%

23%

17%

5%

0

RECOMMENDING THIS SHOPS TO OTHERS

Series 1

TABLE 11

TASTE AND QUALITY OF THIS SHOP

INTERPRETATION:

This table reveals 53% of customers give good to their taste and quality of the

dishes, 32% of customers give very good to their taste and quality of dishes,

15% of customers give moderately good to their taste and quality of dishes.

Options Total Percentage %

Good 40 53

Very Good 24 32

Moderately Good 11 15

Poor 0 0

Very Poor 0 0

CHART 11

Good

Very Good

Moderately Good

Poor

Very Poor

0 10 20 30 40 50 60

53%

32%

15%

0

0

TASTE AND QUALITY OF THIS SHOP

Series 1

TABLE 12

PARKING FACILITIES

INTERPRETATION:

This table reveals the 15% of customers said good to the parking facilities, 15% of customers said very good to the parking facilities, 22% of customers said moderately good to the parking facilities, 21% of customers said poor to the parking facilities, 27% of customers said very poor to the parking facilities.

CHART 12

Options Total Percentage %

Good 11 15

Very Good 11 15

Moderately Good 17 22

Poor 16 21

Very Poor 20 27

GoodVery Good

Moderately Good Poor

Very Poor

0

5

10

15

20

25

30

15% 15%

22%21%

27%

PARKING FACILITIES

Series 1

Findings

FINDINGS:

85% of customers are satisfied with the taste and quality of the food

items.

Most of the customers satisfied with their varieties of dishes.

The average purchase amounts of nearly 75% of customers below

100-300 rupees in the shop.

50% of customers are more satisfied with the customer service.

Most of them feel that parking facilities for four wheelers is almost

nil.

75% of the customers said cleanliness of outlet is maintained in

correct bases.

75% of customers recommend this shop to others.

84% of customers are come regularly to this shop to purchase items.

SUGGESTIONS

SUGGESTION:

Make a proper car parking facilities to the customers.

Intro new varieties of dishes in vegetarian to the customers.

Please start a home delivery to the customers.

Please make photos of the dishes can be displayed in the wall.

Give a combo offers in the product to the customers.

Give the food to customers within a time.

CONCLUSION

Conclusion:

This study can be of great use to providing a direction on how to conduct and modify the existing practice of measuring customer satisfaction in hotels. The primary objective of per gratiam is to understand guests' needs, gather their opinions and comments, most importantly, to assess guests' satisfaction.

Although in 76% of analysed hotels, per gratiam are recognized as an important tool for measuring guest satisfaction.

It can be concluded that the efficiency of customer satisfaction measurement with per gratiam depends on the measurement methodology. Only reliable and valid data can provide valuable information for management decisions.

According to my study done in PER GRATIAM, almost all the customers are very much satisfied with the QUALITY & SERVICE provided by the company.

Annexure

QUESTIONNARIE

1. How would you rate the quality of the menu in terms of variety of dishes

Very Good Good Moderately Good Poor Very Poor

2. What is the average amount you spent at this Shop?

Below 100 100-200 200-300 300-500 above 500

3. How long did it take to receive the ordered items?

2-3mins 3-5 mins 5-8 mins below 15 mins above 15 mins

4. How would you rate the level of customer service?

Good very good moderately good poor very poor

5. Kindly rate the cleanliness of this outlet?

Good very good moderately good poor very poor

6. What is the frequency of monthly eatouts?

Once twice below five times more than 5 times more than 10 times

7. Chances of recommending this shop to others?

High very high no opinion low very low

8. Rate your opinion towards taste and Quality of Per Gratiam compared to others?

Good very good moderately good poor very poor

9. Rate your opinion towards parking facilities of Per Gratiam compared to

other hotels?

Good very good moderately good poor very poor

Other Suggestions if any

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