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  • 1.A Dissertation Report Titled A Study on Measuring Customer Satisfaction at Reliance Fresh Retail Outlets in BangaloreSubmitted in Partial Fulfillment of the Requirements of Bangalore University for the Award of the Degree of Master of Business AdministrationSubmitted By Ranjan KumarReg. No: 09SKCMA059 Under the Guidance of Prof. K. Ranganathan EMPOWERING MINDSAcharya Institute of Management & Sciences1st Cross, 1st Stage, Peenya Industrial Area Bangalore 5600582009 20111

2. DeclarationI, Ranjan Kumar hereby declare that this dissertation titled, A study on measuringcustomer satisfaction at Reliance Fresh retail outlets in Bangalore. is record oforiginal and independent study carried out by me under the guidance of Prof. K.Ranganathan, Acharya Institute of Management and Sciences, Bangalore, submitted inthe partial fulfillment of the requirement of the Bangalore University, for the award ofdegree of Masters of Business Administration.I further declare that this report prepared is the original study conducted by me and has notbeen submitted earlier for the award of any other Degree / Diploma by Bangalore Universityor any other University.Place: BangaloreRanjan KumarDate: 2 3. EMPOWERING MINDS Acharya Institute of Management & Sciences Peenya, Bangalore 560058 Certificate from the GuideCertified that this dissertation titled, A study on measuring customer satisfaction atReliance Fresh retail outlets in Bangalore is record of original and independent studycarried out by Ranjan Kumar of 4th Semester MBA under my guidance.This report prepared by him is original and has not formed a basis for the award of any otherDegree / Diploma by Bangalore University or any other University.Place: Bangalore Prof. K. RanganathanDate: 3 4. EMPOWERING MINDS Acharya Institute of Management & Sciences Peenya, Bangalore 560058 CertificateCertified that this dissertation titled, A study on measuring customer satisfaction atReliance Fresh retail outlets in Bangalore is record of original and independent studycarried out by Ranjan Kumar of 4th Semester MBA under the guidance of Prof. K.Ranganathan.This report prepared by him is original and has not formed a basis for the award of any otherDegree / Diploma by Bangalore University or any other University.Prof. K. RanganathanDr. Kerron G ReddyDepartment of MBA Principal and CEOPlace: BangalorePlace: BangaloreDate: Date: Certificate of Approval 4 5. This dissertation report of Ranjan Kumar titled A study on measuring customersatisfaction at Reliance Fresh retail outlets in Bangalore is approved in quality andform an has been found to be fit for the Partial Fulfillment of the Requirements of BangaloreUniversity for the Award of Degree of Master of Business Administration.Internal Guide External ExaminersName: Prof. K. Ranganathan 01) Name:Signature: Signature:Date:Date: 02) Name: Signature: Date:Acknowledgement 5 6. The toughest of endeavors in the world is not possible without the support of a helping handwhich guides and motivates a person to take on any challenge head on. Inputs from suchhelping hands are always like very essential because more often or not certain mistakeswhich go unnoticed from our eyes.I am thankful to Dr. Kerron Reddy, Principal and CEO of Acharya Institute ofManagement and Sciences, who had provided all the required facilities to carry out thedissertation project work and nurturing my skills to execute the requirements.I am heartily thankful to my guide Prof. K. Ranganathan, Acharya Institute ofManagement and Sciences, whose encouragement, guidance and support from the initial tothe final level enabled me to develop an understanding of the subject. I offer my regards andblessings to all my Professors of AIMS and all the people who supported me in any respectduring the completion of the dissertation project.Last but not the least I thank my dear parents, teachers and friends who have been source ofsupport, strength, inspiration and encouragement for whatever I am today.Ranjan KumarDate: 6 7. Chapter 01IntroductionTopic: A study on measuring customer satisfaction at Reliance Freshretail outlet in Bangalore 7 8. 1.1 INTRODUCTIONCustomer satisfaction is a measure of how product and services supplied a company can meetthe customer expectations. Customer satisfaction is still one of the single strongest predictorsof customer retention. Its considerably more expensive to attract new customers than it is tokeep old once happy. In a climate of decreasing brand loyalties, understanding customerservice and measuring customer satisfaction are very crucial. There is obviously a strong linkbetween customer satisfaction and customer retention. Customer perception of service andquality of product will determine the success of the product or service in the market.With better understanding of customer perceptions, companies can determine the customersneed e actions required to meet the can customers needs. They can identify their ownstrengths and weaknesses, where they stand in comparison to their competitors, chart out pathfuture progress and improvement. Customer satisfaction measurement helps to promote anincreased focus on customer outcomes and stimulate improvements in the work practices andprocesses used within the company.In a sharp contrast to the retail sector in developed economies, retailing in India thoughlarge in terms of size - is highly fragmented and unorganized. With close to 12 million retailoutlets the country has one of the highest retail densities worldwide. Retailing like rest of theworld retailing is one of the largest industries in India with sales amounting to about $350billion, but organized retail is estimated at only US$ 8 billion. It is countrys largest source ofemployment after agriculture, has deepest penetration into rural India and accounts to about10-11 % of Indias GDP and around 8%of the employment.Inefficiency in the existing supply chains presents further opportunity for organized playersto draw on this large market even as lack of consumer culture and low purchasing powerrestricted the development of modern formats. Migration from unorganized to organizedretail has been visible with economic development in most countries The Indian retail industry is the fifth largest in the world. Comprising of organized andunorganized sectors, India retail industry is one of the fastest growing industries in India,especially over the last few years. Though initially, the retail industry in India was mostlyunorganized, however with the change of tastes and preferences of the consumers, the 8 9. industry is getting more popular these days and getting organized as well. With growingmarket demand, the industry is expected to grow at a pace of 25-30% annually. The Indiaretail industry is expected to grow from Rs. 35,000 crore in 2004-05 to Rs. 109,000 crore bythe year 2010.1.2 Retail Meaning and Definition1 To distribute in small portions or at second hand; to tell again or to many (what hasbeen told or done); to report; as, to retail slander. The sale of commodities in small quantities or parcels; -- opposed to wholesale; Sometimes, the sale of commodities at second hand.Done at retail; engaged in retailing commodities; as a retail trade; a retail grocer. the consumer; as, to retail cloth or groceries.1.3 Importance of Retail MarketingThe retail landscape is in a constant state of change. As retail marketing is one of the mostdynamic and exciting areas of growth in the global economy so, to beat the competition,stand out in a saturated marketplace and succeed despite tightening margins, savvy retailersare focusing on customer-centric service, personalization and loyalty programs to attract andretain customers.A successful retail organization understands their market, their customers, and theimportance of strategic location. Because competition in the retail industry can be fierce,such organizations need the best micro marketing tools available to analyze where to placenew stores, establish customer profiles, and determine best marketing practices in order tofind new customers. The trick in retailing, therefore, is to find things that you can do forcustomers that will modify their behavior in profitable ways. 9 10. As retailers strive to touch consumers at every step of the purchase cycle, retail marketing hasevolved to become a mosaic of mass media branding, tactics for driving store traffic, in-storeexperience, and loyalty programs.1.4 Definition of researchResearch is a more systematic activity directed towards discovery and development of anorganized body of knowledge. It is directed towards aiming at a solution to a problem. It emphasizes development of general principles of theories helpful in predicting in future occurrence. Based on observed experience or empirical evidence. It involves gathering new data from primary or firsthand sources and using the existing data for the new purpose.1.5 Principles of samplingThe idea behind principle of sampling is that we seek knowledge about the total units byobserving a few units and extend our inference about the sample to the entire population.1.6 QuestionnaireThis method of data collection is quite popular in case of big enquiries. A questionnaireconsists of a number of questions printed or typed in a defined order on a set of forms. Thequestionnaire is mailed to respondents who are expected to read and understand the questionsand write down the reply on the space meant for the purpose in the questionnaire itself.1.7 Need for the studyOver the years, research has been done in different service sectors, even in retail services, tofind out the drivers of customer satisfaction with respect to service quality and servicefeatures of Reliance Fresh products. To survive in competitive market and make thenecessary improvements in the service quality and feature trend and comparison on is a needfor study. 10 11. Chapter 02Research Methodology 11 12. 2.1 IntroductionIndias service se