14969686-Customer-Satisfaction 8.doc

7/25/2019 14969686-Customer-Satisfaction 8.doc

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PLAGIARISM DECLARATION FORM

Name: Deepa malik

Enrollment Number: 105362403 Course: MScFT

1. I know that plagiarism is wrong. Plagiarism is to use anothers work and to

pretend that it is ones own.

2. I will use a recognized

conention !or citation and re!erencing. Eachsigni!icant contribution to" and #uotation in" m$ report% pro&ect !rom the

work" or works" o! other people has been acknowledged through citation

and re!erence.

'. (ll reports % pro&ects will be original work completed b$ m$sel!. I will not

use the same material in all m$ submissions to the department.

). I will not allow an$one to cop$ m$ work with the intention o! passing it o!!

as his or her own work.

************************

+ignature o! student ,ate:1-th&une 212


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FOOTWEAR DESIGN AND DEVELOPMENTINSTITUTE(Ministry of Commerce & Industry, Government of India)

A-10/A, Sector 2, !oida " 201#01, Gautam $ud%a !aar, '

DISSERTATION REPORTON

C!STOMER SATISFACTION AND LO"ALT" IN LOGISTICS SER#ICES $D%L E&PRESS 'I( P#T LTD

This Dissertation work was completed in partial fulfillment of therequirements for the Masters Degree in Footwear Technology

Footwear Design & Development Institute

resented *y+eea Ma.i

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

(Sinatureof Student)

This coursework confirms that the study was completed by the student in

his best capacity and under the institutes interest in terms of ethical

standards of writing which is free from issues of Plagiarism or

inappropriate ways of preparing the report.

PR!"TD T#$

Mrs% Prachi !harma

Date$ 'th(une )*)


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+,-"#./D0M"T

I oe a reat many t%ans to a reat many eo.e %o %e.ed and suorted

me durin t%e main of t%is dissertation roect

My deeest t%ans to ecturer and 34 of maretin deartment, Mrs rac%i

S%arma for uidin and correctin various documents of mine it% attention and care

S%e %as taen ain to o t%rou% t%e roect and mae necessary correction as and

%en needed

I e5ress my t%ans to my *atc% mates and friends for %e.in me in at%erinnecessary information %erever needed, and %e.in me in com.etion of t%isdissertation roect

I ou.d a.so t%an my Institution and my facu.ty mem*ers it%out %om t%is

roect ou.d %ave *een a distant rea.ity I a.so e5tend my %eartfe.t t%ans to my

fami.y and e.. is%ers

Deepa malik


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,#"T"T!

,hapters Page "o%

1 Introduction 1

2 Comany rofi.e 16

# 7evie of iterature 18

7esearc% Met%odo.oy 28

6 ata Ana.ysis and Interretation #6

9 :indins 66

; Suestions 6;


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I"TR#D1,TI#"

Research Motivation

A mu.titude of comanies today %as a.ready identified t%e need to create a

.oya. customer *ase and acno.edes t%at maintainin e5istin customers and

e5tendin *usiness it% t%em is sinificant.y .ess e5ensive t%an ac=uirin ne

customers >mirica. roof of t%e ro.iferation of suc% customer .oya.ty efforts in t%e

*usiness or.d is e rovided in t%e form of .oya.ty rorams, %ic% many

comanies %ave insta..ed durin t%e ast years $y enain in efforts aimed at

creatin customer .oya.ty, %ic% in turn fosters financia. success in monetary terms

firms react to increasin cometitive c%a..enes

?it%in researc%, t%e investiation of customer .oya.ty ained imortance %en

t%e c.assic maretin aradim it% its instrumenta. and transactiona. orientation

roved unsuita*.e in t%e conte5t of .oner-term *usiness re.ations%is Instead, t%e

re.ations%i maretin aroac%, %ic% is secifica..y concerned it% t%e study of

re.ationa. e5-c%anes, ained imortance it%in researc%, servin as a concetua.

foundation for t%e maority of customer .oya.ty researc%ers

@%e =uestion of %o .oya.ty deve.os %as *een su*ect to an a*undance of

researc%, .eadin to an e5ansive *ody of .iterature on .oya.ty determinants @%e

e5tant .iterature e5.orin different factors and t%eir constituent effects on .oya.ty,

%oever, revea.s a stron focus on consumer oods and industria. e=uiment settins,


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%i.e industria. services %ave received re.ative.y .itt.e attention so far In addition, t%e

maority of artic.es incororates mere.y a fe otentia. determinants and t%us fai.s to

dra a comre%ensive icture of t%e mec%anisms of customer .oya.ty formation

.ace+ C%ennai

ust .ie ot%er *usinesses, .oistics service roviders (Ss) are faced it%

increasin cometitive ressure t%at ures t%em to concentrate not on.y on oerationa.

*usiness rocesses, *ut a.so on an efficient and effective customer manaement In t%e

'S a.one, SsB revenues re from 'S- #1 *i..ion in 1886 to 'S-


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strateies, *ut a.so %ave to deve.o intercu.tura. manaement cometencies, a

c%a..ene %ard.y ad-dressed in S manaement .iterature

?%i.e intercu.tura. manaement dea.s it% t%e inf.uence of cu.ture on

manaement sty.es in different countries, it is a.so arua*.e %et%er a one *est ay

manaement aradim is a.ica*.e even it%in nationa. confines SsB customers

are e5treme.y diverse and simi.ar.y, re.ations%is *eteen Ss and t%eir customers

can *e e5ected to e5%i*it momentous differences As suc%, it is a crucia.

manaement issue for Ss to de-sin t%eir customer .oya.ty efforts in a manner t%at

accounts for *ot% cu.tura. conte5t and different re.ations%i c%aracteristics

Research goals

As out.ined in t%e recedin section, Ss are confronted it% diverse

manaement c%a..enes t%at resu.t from continuous rot%, .o*a.iEation, and

customer diversity @%e aim of t%e resent study t%erefore is to identify determinants

of customer .oya.ty in re.ations%is *eteen Ss and t%eir customers *y e5.icit.y

considerin different c%aracteristics and cu.tura. conte5ts of suc% re.ations%is In t%is

sense, t%e resent researc% is ositioned at t%e interface of maretin and .oistics and

is intended to contri*ute not on.y to .oistics researc%, *ut a.so to researc% in

maretin, customer .oya.ty, and cu.tura. studies

In order to address t%e concet of customer .oya.ty, it is imortant to

understand t%e mec%anisms under.yin .oya.ty in t%e .oistics outsourcin conte5t


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:or t%is reason, t%e startin oint of t%e resent researc% i.. *e t%e study of

?a..en*ur, %o studied customer .oya.ty it%in re.ations%is *eteen Ss and

t%eir customers 4n t%is *asis, factors t%at can *e surmised to determine customer

.oya.ty in suc% re.ations%is i.. *e roosed and interdeendencies *eteen t%ese

factors i.. *e identified @%e resu.tin comre%ensive e5.anatory mode. of customer

.oya.ty i.. not on.y rovide insi%ts into t%e constitution of customer .oya.ty, *ut i..

a.so serve as t%e *asis for su*se=uent ana.yses

As stated revious.y, a .o*a.iEin maret.ace and t%e need of Ss to render

.oistics services on an internationa. sca.e re=uires intercu.tura. manaement

cometencies $efore *ein a*.e to a.y suc% manaement tec%ni=ues, t%ou%, a

t%orou% understandin of cu.tura. differences *eteen different countries is

necessary @%e resent study i.. t%erefore rovide a startin oint for suc% ana.yses

*y investiatin cu.tura. differences *eteen to imortant marets for .oistics

outsourcin, t%e 'SA and Germany articu.ar differences *eteen Germany and t%e

'SA i.. *e identified and a.ied to t%e revious.y devised customer .oya.ty mode.

As a resu.t, differences *eteen t%e to countries it% resect to t%e formation of

customer .oya.ty can *e inferred

:ina..y, t%is study i.. investiate in %o far different re.ations%i conditions

inf.uence t%e deve.oment of customer .oya.ty :or t%is urose, imortant

re.ations%i c%aracteristics i.. *e identified and t%eir moderatin inf.uences on t%e

customer .oya.ty mode. i.. *e e5amined @%is i.. rovide information on t%e


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ro*ustness of t%e customer .oya.ty mode. versus re.ationa. continencies and i..

suest if it is necessary to differentiate customer .oya.ty efforts accordin.y

,ustomer !atisfaction

@%e term .oistics is often misinterreted to mean transortation In fact, t%e

scoe of .oistics oes e.. *eyond transortation oistics forms t%e system t%at

ensures t%e de.ivery of t%e roduct in t%e entire su.y ie.ine @%is inc.udes

transortation, acain, storae and %and.in met%ods, and information f.o @%e

imact of .oistics in t%e a*i.ity of a comany to satisfy its customers cannot *e

overstated A.. ot%er efforts at moderniEation it%in a comany ou.d not *ear fruit

unti. t%e .oistics system is carefu..y desined to faci.itate t%e smoot% and efficient

f.o of oods in t%e system

@%e toic of .oistics is re.ative.y ne in India @%ere %ave *een some

comanies t%at %ave done or in t%is area, *ut a .are num*er of comanies are on.y

no *einnin to rea.iEe t%e *enefits of desinin and manain t%e entire su.y

c%ain ?it% India oinin t%e .o*a. maret.ace, t%e ro.e of .oistics assumes reater

imortance

@%e industria. o.icies in India %ave romted manufacturers to *ui.d .ants in

remote, *acard areas due to ine5ensive .and and ta5 *enefits @%is oses some

serious .oistica. ro*.ems Aart from a oor road and transortation netor, t%e


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e5istin communications system in India .eaves a .ot to *e desired *y any

internationa. standard It is in t%is conte5t t%at .oistics %as to *e considered in India

,ustomer !atisfaction in 2 !teps

1 >ncourae :ace-to-:ace ea.ins

@%is is t%e most dauntin and donri%t scary art of interactin it% a

customer If youFre not used to t%is sort of t%in it can *e a retty nerve-racin

e5erience 7est assured, t%ou%, it does et easier over time ItFs imortant to meet

your customers face to face at .east once or even tice durin t%e course of a roect

2 7esond to Messaes romt.y & ee Hour C.ients Informed

@%is oes it%out sayin rea..y ?e a.. no %o annoyin it is to ait days

for a resonse to an emai. or %one ca.. It mi%t not a.ays *e ractica. to dea. it%

a.. customersF =ueries it%in t%e sace of a fe %ours, *ut at .east emai. or ca.. t%em

*ac and .et t%em no youFve received t%eir messae and youF.. contact t%em a*out it

as soon as ossi*.e >ven if youFre not a*.e to so.ve a ro*.em ri%t aay, .et t%e

customer no youFre orin on it


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# $e :riend.y and Aroac%a*.e

A fe..o Site ointer once to.d me t%at you can %ear a smi.e t%rou% t%e

%one @%is is very true ItFs very imortant to *e friend.y, courteous and to mae your

c.ients fee. .ie youFre t%eir friend and youFre t%ere to %e. t%em out @%ere i.. *e

times %en you ant to *eat your c.ients over t%e %ead reeated.y it% a *.unt o*ect

- it %aens to a.. of us ItFs vita. t%at you ee a c.ear %ead, resond to your c.ientsF

is%es as *est you can, and at a.. times remain o.ite and courteous

3ave a C.ear.y-efined Customer Service o.icy

@%is may not *e too imortant %en youFre ust startin out, *ut a c.ear.y

defined customer service o.icy is oin to save you a .ot of time and effort in t%e

.on run If a customer %as a ro*.em, %at s%ou.d t%ey do If t%e first otion doesnFt

or, t%en %at S%ou.d t%ey contact different eo.e for *i..in and tec%nica.

en=uiries If t%eyFre not satisfied it% any asect of your customer service, %o

s%ou.d t%ey te.. @%ereFs not%in more annoyin for a c.ient t%an *ein assed from

erson to erson, or not noin %o to turn to Main sure t%ey no e5act.y %at

to do at eac% stae of t%eir en=uiry s%ou.d *e of utmost imortance So mae sure

your customer service o.icy is resent on your site -- and any%ere e.se it may *e

usefu.

6 Attention to etai. (a.so non as F@%e itt.e !icetiesF)


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3ave you ever received a 3ay $irt%day emai. or card from a comany you ere a

c.ient of 3ave you ever %ad a ersona.iEed sin-u confirmation emai. for a service

t%at you cou.d te.. as tyed from scratc% @%ese .itt.e niceties can *e time

consumin and arenFt a.ays cost effective, *ut remem*er to do t%em

>ven if itFs as sma.. as sendin a 3ay 3o.idays emai. to a.. your customers, itFs

somet%in It s%os you careJ it s%os t%ere are rea. eo.e on t%e ot%er end of t%at

screen or te.e%oneJ and most imortant.y, it maes t%e customer fee. e.comed,

anted and va.ued

9 Anticiate Hour C.ientFs !eeds & Go 4ut 4f Hour ?ay to 3e. @%em 4ut

Sometimes t%is is easier said t%an doneK 3oever, ac%ievin t%is sureme .eve. of

understandin it% your c.ients i.. do onders for your orin re.ations%i

; 3onour Hour romises

ItFs ossi*.e t%is is t%e most imortant oint in t%is artic.e @%e sim.e

messae+ %en you romise somet%in, de.iver C.ients donFt .ie to *e disaointed

Sometimes, somet%in may not et done, or you mi%t miss a dead.ine t%rou% no

fau.t of your on roects can *e .ate, tec%no.oy can fai. and su*-contractors donFt


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a.ays de.iver on time In t%is case a =uic ao.oy and assurance itF.. *e ready ASA

ou.dnFt o a miss

,ustomer /oyalty

4*tainin a t%orou% understandin of customer .oya.ty is a rere=uisite for

t%e e5ecution of t%e researc% at %and :or t%at, t%e deve.oment of customer .oya.ty

researc% it%in t%e frameor of re.ations%i maretin i.. *e resented first, *efore

different customer .oya.ty concets i.. *e introduced :rom t%ese concets, a

definition of customer .oya.ty for use in t%is study i.. *e derived, *efore *ot%

conse=uences and antecedents of customer .oya.ty i.. *e ortrayed

Since t%e *einnin of t%e 1880s, customer .oya.ty %as ained imortance *ot%

in re.ations%i maretin researc% and in *usiness In *usiness, t%is can *e attri*uted

to c%anin maret- and cometition-environments ue to a s%ift from a se..ersB to a

*uyersB maret and *ecause of an increasin deree of .o*a.iEation, most industries

find t%emse.ves confronted it% ne c%a..enes In a first %ase, firms tried to face

t%ese c%a..enes *y focusin on t%eir interna. rocesses and oraniEationa. structures,

tryin to ac%ieve cost reductions *y concentratin on interna. imrovements A second

%ase of e5terna. focus fo..oed, %ere firms directed attention to t%eir customers,

tryin to retain e5istin ones and to in over ne ones (c%urnin) Since Lac=uirin

ne customers is muc% more e5ensive t%an eein t%em And L.oya. customers are

t%e *edroc of any *usiness A .oya. customer *ase reresents a *arrier to entry, a


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*asis for a rice remium, time to resond to cometitor innovations, and a *u.ar

aainst de.eterious rice cometition oya.ty is critica. to *rand vo.ume, is %i%.y

corre.ated to maret s%are, and can *e used as t%e *asis of redictin future maret

s%areJ conse=uent.y, understandin .oya.ty aears critica. to any meaninfu. ana.ysis

of maretin stratey

In maretin researc%, to trends mar t%e deve.oment of customer .oya.ty

?%i.e individua. transactions initia..y ere in t%e center of maretin researc%, t%e

focus s%ifted toards ana.yEin re.ations%is states t%at t%e Ntraditiona.B maretin

concet of t%e maretin mi5 it% its N sB, deve.oed in t%e midd.e of t%e .ast

century, %ad *een t%e esta*.is%ed aroac% unti. t%e 1880s @%is aroac%, %o-ever,

focuses so.e.y on transactions, a deficit tac.ed *y t%e re.ations%i maretin

aroac% At t%e core of it is t%e study of re.ations%is *eteen *uyers and se..ers of

oods or services, in contrast to mere.y e5aminin transactions An often cited and

comre%ensive definition of re.ations%i maretin is rovided L7e.ations%i

maretin refers to a.. maretin activities directed toard esta*.is%in, deve.oin,

and maintainin successfu. re.ationa. e5c%anes @%erefore, t%e re.ations%i

maretin aroac% ro-vides a suita*.e environment in %ic% customer .oya.ty

researc% can *e nested

?%i.e t%e deve.oment of re.ations%i maretin *ean in t%e ear.y 18;0s, it

as not unti. t%e .ate 18


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e5tension of *uyer-se..er re.ations%is A.t%ou% re.ations%i maretin today is

ide.y acceted amon maretin researc%ers, its romoters do not ostu.ate t%e

re.acement of t%e transactiona. aroac%, *ut rat%er u5taose t%e to aroac%es

:or e5am.e, de.ineates a stratey continuum, in %ic% different oods re=uire

different derees of transaction- and re.ations%i-*ased maretin strateies As a

resu.t of t%e focus on re.ations%is in maretin researc%, customer .oya.ty ained

imortance it%in researc%

$efore determinin %ic% stream t%e resent study can *e associated it%,

%oever, it is imortant to create a c.ear understandin of different customer .oya.ty

concets reva.ent in researc% @%is i.. *e accom.is%ed in t%e fo..oin section

,ustomer /oyalty ,oncepts

7eviein researc%, it *ecomes o*vious t%at t%e notion of customer .oya.ty is

*.urred At its core, customer .oya.ty dea.s it% re.ations%is *eteen su.iers and

t%eir customers and can *e distinuis%ed from ot%er .oya.ty asects, suc% as *rand

.oya.ty, %ic% refer to a more a*stract attac%ment, suc% as t%at toards a *rand

?it%in German customer .oya.ty .iterature, t%e notion of customer .oya.ty is even

more faceted, encomasses *ot% Ncustomer .oya.tyB and Ncustomer retentionB

distinuis%es an active, su.ier-focused comonent and a assive, customer focused

comonent of customer .oya.ty


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In t%e su.ier-focused ersective, customer .oya.ty is seen as a *und.e of

measures t%at aim at imrovin re.ations%is it% customers @%e su.ier is in t%e

center of attention and t%e customer is on.y rearded as t%e factor at %ic% success of

customer .oya.ty *ecomes manifest 3ere it *ecomes c.ear t%at t%is aroac% contains

a concetua. deficit It is t%e customer %o eventua..y decides on %et%er customer

.oya.ty manaement is successfu. or not, *ecause a.. activities undertaen *y a

su.ier can on.y *e eared at inf.uencin customers to *e .oya. A customer-focused

ersective t%erefore %as to *e added to eva.uate t%e success of customer .oya.ty

manaement

?it%in t%e customer-focused ersective, customer .oya.ty is concetua.iEed

tain into account customersB com.e5 c%aracteristics @%ese can eit%er *e

aroac%ed as customersB direct.y o*serva*.e actions and/or tae into account t%eir

attitudes and intentions Since customersB actions are direct.y inf.uenced *y t%eir

attitudes and intentions, it is o*vious t%at t%ese %ave to *e scrutiniEed to understand

and manae .oya.ty A t%ird ersective is a synt%esis of t%e former to aroac%es

@%e re.ations%i-focused ersective direct.y e5amines t%e re.ations%i *eteen

su.iers and customers Accordin.y, t%e o*ects of study in t%is ersective usua..y

are *uyin *e%avior in retai. conte5ts and .on-term re.ations%is mared *y fre=uent

interaction *eteen su.iers and *uyers in industria. conte5ts

It is c.ear t%at t%e su.ier-focused ersective it% its instrumenta. aroac%

is sinificant.y different from t%e ot%er to aroac%es istinuis%in t%e customer-


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and t%e re.ations%i-focused ersective, %oever, is difficu.t, *ecause *ot% focus on

t%e customer

Behaviorist customer loyalty concepts

$e%aviorist concets of customer .oya.ty %ave *een at t%e core of ear.y

maretin researc% and focus on customersB o*serva*.e *e%avior, as e in urc%asin

*e%avior Accordin.y, customer .oya.ty is esta*.is%ed, %en customers demonstrate

consistency in t%eir c%oice of su.ier or *rand L3ard-core .oya.ty, %en one

roduct a.ternative is e5c.usive.y reurc%ased and of Lreinforcin .oya.ty, %en

customers sitc% amon *rands *ut reeat-urc%ase one or more a.ternatives to a

sinificant e5tent Simi.ar.y, customer .oya.ty as Lt%e roortion of times a urc%aser

c%ooses t%e same roduct or service in a secific cateory comared to t%e tota.

num*er of urc%ases made *y t%e urc%aser in t%at cateoryL ein customer

.oya.ty to urc%asin *e%avior, %oever, is very critica., t%ere can *e a mu.titude of

factors affectin urc%asin *e%avior, suc% as roduct avai.a*i.ity or secia. dea.s,

%ic% are not rased *y .ooin at urc%ases a.one A main deficit of t%e

*e%avioristic aroac% t%us is t%at it does not .oo at t%e driversB *e%ind urc%asin

*e%avior

Anot%er disadvantae of *e%avioristic customer .oya.ty concets is t%eir e5-

ost aroac% ?%en .oya.ty is on.y e5ressed t%rou% urc%ases, information on

customersB actua. .oya.ty status in *eteen urc%ases is not avai.a*.e Conse=uent.y,

decreasin .oya.ty is on.y reconiEed after it manifests itse.f t%rou% c%aned

urc%asin *e%avior 4n.y in re.ations%is it% fre=uent interaction can a su.ier


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interate furt%er asects, suc% as com.aints, into customer .oya.ty manaement @%e

reason, %y *e%avioristic concets may sti.. *e va.ua*.e, is *ecause t%e measurement

of customer .oya.ty in t%is aroac% does not necessitate invo.vement *y t%e

customer @%e assessment of attitudes and intentions ou.d a.ays im.y customersB

cooeration t%rou% articiation in surveys $y sim.y recordin urc%ases, e

t%rou% de.ivery records in t%e industria. conte5t or customer cards in a consumer

conte5tJ t%e assessment of customer .oya.ty oses .itt.e difficu.ty articu.ar.y in areas,

%ere most urc%ases can *e easi.y ascri*ed to individua. customers, as is t%e case

it% mai.-orderin or *oo-stores on t%e internet, t%e *e%avioristic aroac% is usefu.

for identifyin different customer rous and t%eir c%aracteristics Suc% firms,

%oever, can on.y assess urc%ases of t%eir on roducts, %i.e urc%ases of

cometin roducts o unnoticed :irms can t%erefore neit%er dra conc.usions a*out

re.ative c%anes of urc%asin *e%aviors, nor eva.uate t%eir comarative maret

osition

Neo-behaviorist customer loyalty concepts

@%ese narro tec%nica. definitions do not ade=uate.y cature t%e ric%ness and

det% of t%e .oya.ty construct im.icit in a re.ationa. frameor Conse=uent.y, neo-

*e%avioristic customer .oya.ty concets start at t%e s%ortcomins of t%e *e%avioristic

aroac% *y e5aminin t%e causes of .oya.ty As ear.y as 1898, ay conc.uded t%at

L.oya.ty s%ou.d *e eva.uated it% *ot% attitudina. and *e%aviora. criteria ot%erise

accidenta. reeat-urc%ases, mere.y resu.tin from situationa. e5iencies, ou.d *e

rearded as indicators of .oya.ty @%ere is no areement, %oever, on t%e =uestion,

%et%er attitudes are art of customer .oya.ty or mere.y an antecedent of it Some


20/76

aut%ors roose t%at on.y ositive attitude can .ead to NtrueB customer .oya.ty If

attitude t%en is a necessary rere=uisite of customer .oya.ty, some drivers of .oya.ty

cannot *e e5.ained @ransaction cost t%eory, for instance, rovides t%e concet of

asset secificity 7e.ations%i-secific investments create economic sitc%in *arriers

and t%erefore increase customer .oya.ty 3oever, t%e mere reeat urc%ase of oods

or services for reasons of economic constraints ou.d not =ua.ify as .oya.ty, as

ositive attitudes are not invo.ved In order to avoid t%e out.ined ro*.em, it is usefu.

to a*stain from definin ositive attitude to *e a necessary antecedent of .oya.ty

Instead, researc%ers usua..y consider intentions and o*serva*.e *e%avior to *e t%e

constitutin e.ements of customer .oya.ty

Determinants of ,ustomer /oyalty

In order to *e a*.e to ear maretin activities toards t%e creation of

customer .oya.ty, its determinants and t%eir recise effects %ave to *e non

Accordin.y, many researc%ers %ave investiated t%is toic In order to ain an

overvie of t%e determinants identified in t%ese ors, t%ey can *e structured in t%ree

dimensions+

34 Comany-re.ated determinants refer to t%e su.ier itse.f or to t%e oods or

services offered It is a rere=uisite for t%e e5istence of customer .oya.ty t%at

t%e offered oods or services create uti.ity for t%e customer and t%at t%ey are

avai.a*.e In t%is resect, an assessment is usua..y erformed *y e5aminin


21/76

=ua.ity In order to eva.uate t%e rice-erformance ratio, customers i.. ay

attention to rices Customer .oya.ty i.. a.so *e inf.uenced *y t%e reutation

a comany %as and u.timate.y *y customer .oya.ty rorams offered

3)4 7e.ations%i-re.ated determinants .ay a sinificant ro.e in .on-term

re.ations%is :actors reardin t%e interaction *eteen su.ier and

customer, suc% as re.ations%i =ua.ity, revious e5eriences, and trust are

imortant Commitment, %ic% rovides evidence of emotiona. c.oseness and

mora. or normative fee.ins of o*.iation, taes a centra. ro.e in re.ations%is

Secificity and deendence can .ead to economic, syc%o.oica. and socia.

sitc%in *arriers

354 Customer-re.ated determinants are main.y inf.uenced *y customersB

c%aracteristics In t%is resect, affect and invo.vement, and conse=uent.y a.so

t%e imortance of t%e ood or service to t%e customer, are imortant In

addition to t%e a*ove de.ineated areas, t%e effects of t%e maret environment

and cometition are researc%ed, as is t%e .in *eteen satisfaction and .oya.ty,

%ic% .ays an imortant ro.e in t%e researc% of customer .oya.ty and is often

.aced in one of t%e t%ree dimensions 3oever, as most ot%er determinants

inf.uence satisfaction, it cannot *e c.ear.y searated and s%ou.d t%erefore *e

.isted as a distinct cateory


22/76

,#MP+"6 PR#FI/

#verview

oistics maret is a.. set to e5erience a eriod of e5.osive oranic rot%,

udin *y indeendent maret ana.yst atamonitorFs .atest researc% @%e

atamonitor reort, OIndia oistics 4ut.oo 200;,O redicts %i% dou*.e-diit

rot% rates for *ot% outsourced and contract .oistics in India

?it% IndiaFs ross domestic rofit (G) roin at over 8D er year and t%e

manufacturin sector enoyin dou*.e diit rot% rates, t%e Indian .oistics industry

is at an inf.ection oint, and is e5ected to reac% a maret siEe of over 126 *i..ion in

year 2010

Stron rot% ena*.ers e5ist in India today in t%e form of over #00 *i..ion

ort% of infrastructure investments, %ased introduction of va.ue-added-ta5 (PA@),

and deve.oment of oraniEed retai. and ari-rocessin industries In addition, stron

forein direct investment inf.os (:I) in automotive, caita. oods, e.ectronics,

retai., and te.ecom i.. .ead to increased maret oortunities for roviders of # in

IndiaO

3oever, as a resu.t of t%e under-deve.oed trade and .oistics infrastructure,

t%e .oistics cost of t%e Indian economy is over 1#D of G, comared to .ess t%an

10D of G in a.most t%e entire ?estern >uroe and !ort% America


23/76

As .eadin manufacturers rea.in t%eir .o*a. ortfo.ios of manufacturin

.ocations, India i.. %ave to or on suc% systemic inefficiencies, in order to attract

and retain .on-term rea. investments

#/outsourced .oistics is t%e outsourcin of a comanyFs .oistics oerations

to a secia.iEed firm, %ic% rovides mu.ti.e tactica. .oistics services for use *y

customers as oosed to t%e resective comany %avin a *usiness unit in-%ouse to

oversee its su.y c%ain and transortation of oods

Some Facts:

Maret SiEe 'S 16 $i..ion

Grot% rate *eteen 16 to 20D er annum

International gateways$

o Mum*ai

o e.%i,

o C%ennai

Domestic gateways

o Mum*ai,

o e.%i,

o o.ata,

o C%ennai,

o $ana.ore,

o 3ydera*ad,

o une,

o Sa.em,

o Am*a.a,


24/76

o Gau%ati,

o A%meda*ad,

o !aur

>m.oys over 12 Mi..ion eo.e

Air e5ress itnessed ma5imum rot% in t%e air caro maret

In 200; over 1;0 $i..ion s%iments %and.ed

Air traffic ros faster t%an any%ere in t%e or.d

@ota. caro traffic increased *y 216 D in 2009-0;

129 airort

1 intN. airort account for 89 D of tota. frei%t traffic

>stimated maret siEe 'S 16 $i..ion

3i% rot% rate

>5ress maret e5ected to ro more t%an 20 D

IndiaNs >5ress industry *ier t%an tea and entertainment industry

2nd fastest roin maor economy


25/76

+7out D8/

D8/ is a Deutsche Post .orld "et comany of Germany t%at rovides

internationa. Mai., >5ress, oistics and :inance @%e comany as founded in

1898 *y Adrian a.sey, arry 3i..*.om, and 7o*ert ynn

@%e trio initia..y rovided a courier service *eteen t%e Continenta. 'nited

States and 3aaii t%en e5anded t%e *usiness from t%ere In 188


26/76

'S

@!@

'nited States osta. Service and,

7oya. Mai.

As on 2009 D8/ em.oyees around 2,


27/76

.atest definition (CSCM 2006), .oistics manaement is seen as Lt%at art of Su.y

C%ain Manaement t%at .ans, im.ements, and contro.s t%e efficient, effective

forard and reverses f.o and storae of oods, services and re.ated information

*eteen t%e oint of oriin and t%e oint of consumtion in order to meet customersF

re=uirements@%is vie is c.ear.y mared *y t%e economic o*ectives of

effectiveness and efficiency and reards .oistics as art of su.y c%ain manaement

4t%er definitions e t%at of ?e*er and ummer are *roader and refer to

.oistics as a f.o-oriented desin of a.. va.ue-creation rocesses At t%e *ase of t%eir

understandin is t%e emirica..y *aced assumtion t%at t%ere are different staes of

maturity in .oistics ?%i.e t%ere are severa. researc%ers t%at a.so arue for stae

mode.s of .oistics deve.oment, t%ere is no unity as to %o many staes suc% a

mode. %as @%e mode. t%at i.. *e *rief.y e5amined in t%is section stems from ?e*er,

%o identifies four maturity staes @%ese staes are determined *y t%e .eve. of

.oistics no.ede resent in a firm and re=uire at%-deendent deve.oment from

t%e .oest to t%e %i%est .eve. of .oistics no.ede+

In t%e first maturity stae, .oistics is a secia.iEed service function t%at

rovides transortation, %and.in, and storae services t%at are necessary for an

efficient f.o of materia.s and oods ?e*er states t%at t%is stae of .oistics maturity

as first o*serva*.e in t%e 1860s, %en marets c%aned from su.iersB to *uyersB

marets, re=uirin imroved materia.s f.os to succeed in t%e c%aned maret

environment @%is is in .ine it% $oerso5 and au%erty, %o confirm t%at

advanced .oistica. oraniEations *are.y e5isted at t%at time >ffects of t%is aradim-


28/76

c%ane ere to-fo.d 4n t%e one %and, .oistics otimiEation as ac%ieved t%rou%

rocess imrovements and advances in forecastin and .annin tec%ni=ues 4n t%e

ot%er %and, oraniEationa. c%anes too .ace, as many comanies institutiona.iEed

t%eir .oistics functions in dedicated deartments and t%erefore created a secia.iEed

service function t%at as searated from ot%er functions suc% as rocurement or

manufacturin

@%e second stae of .oistics maturity as initiated *y conte5tua. c%anes in

t%e economic environment In addition, advances in tec%no.oy faci.itated

communication and netors *eteen different deartments in comaniesB state As a

resu.t, firms rea.iEed t%at efficiency cou.d *e increased *y imrovin t%e coordination

of materia.s f.os from in*ound streams in rocurement t%rou% t%e va.ue creation

rocess in manufacturin to out*ound streams in distri*ution @%rou% t%is focus on

t%e interation of different functions, cost and erformance *enefits ere ac%ieved

?e*er rovides coordination of .ot-siEes and ust-in-time su.y and roduction as

e5am.es of t%ese *enefits

@%e fo..oin t%ird stae of .oistics maturity as necessitated *y furt%er

c%anes of t%e maret environment Simon oints out t%at t%e intensity of cometition

increased, an effect attri*uta*.e to over-caacities, and a or.d-ide converence of

roduct =ua.ity, s%ortened roduct-.ife-cyc.es, and a strent%ened focus on customer

demands @%e re=uired simu.taneous focus on differentiation and cost .eaders%i as

not feasi*.e under t%e reva.ent functiona. structures and riid oraniEationa. systems

Instead, a rocess-oriented intra-comany va.ue c%ain t%at reduces com.e5ity as


29/76

needed to succeed in t%e c%anin maret environment 3ence, .oistics evo.ved from

a mere functiona. concet to a manaement concet or, as from oerationa. to

strateic orientation

@%e fourt% and, for t%e time *ein, .ast maturity stae of .oistics deve.oment

is aain driven *y maret ressures ?%en comanies rea.iEed t%at otimiEation

otentia.s it%in t%e oraniEation %ad *een .are.y e5.oited, t%e focus of attention

as furt%ered to inc.ude ustream and donstream artners in t%e su.y c%ain In

t%is sense, t%e vie of .oistics as a manaement concet from t%e t%ird maturity

stae is e5-tended over comany *oundaries and can *e .a*e.ed su.y c%ain

manaement (SCM)

@%is under.ines t%e outstandin imortance of .oistics for comanies, %ic%

can rea.iEe sinificant economic *enefits *y a..ocatin manaement caacities to t%e

imrovement of .oistics and t%e creation of f.o-oriented oraniEations A ay, in

%ic% many comanies resent.y try to accom.is% t%is, is *y outsourcin arts or a..

of t%eir .oistics activities to t%ird arties

/ogistics !ervice Providers


30/76

If a comany em.oys an outside rovider to erform some or a.. of its

.oistics activities, t%is outside rovider is termed a .oistics service rovider @%ese

Ss ere oriina..y on.y offerin a very narro sectrum of services, main.y

consistin of transortation or are%ousin services In order to react to c%anin

demands from t%eir customers, as ointed out in t%e recedin sections, Ss %ave

started to offer interated service ortfo.ios t%at inc.ude a mu.titude of different

services Accordin to, five tyes of Ss can current.y *e distinuis%ed+ carriers,

couriers & e5ress & arce./osta. (C>), frei%t forarders, t%ird-arty Ss

(#s), and fourt%-arty Ss (s), %ic% i.. *e *rief.y descri*ed *e.o

Carriers are firms t%at on assets for transortation uroses @%ese as-sets

are usua..y confined to road, sea, air, or rai. transortation In some cases, %oever,

carriers on severa. of t%e aforementioned transortation assets manaement of

caacity and .oad-factor otimiEation are at t%e core of t%e carrier *usiness C>

roviders are a.so transortation roviders As oosed to carriers, C> roviders

send arce.s or mai. t%ou% t%eir netors, em.oyin different transortation

ve%ic.es and incororatin %and.in at %u*s In t%is ay, t%ey can virtua..y su.y

door-to-door services any%ere in t%e or.d, it%out %avin to re.y on any t%ird

arties Core cometencies of C> roviders are t%e oeration and manaement of

%i%.y com.e5 distri*ution netors

:rei%t forarders are intermediaries *eteen su.iers and *uyers of

transortation services In most cases, *roers carry out additiona. ser-vices, suc% as


31/76

transortation .annin and manaement, inc.udin t%e associated rovision of

information systems In some cases, *roers a.so disose of t%eir on transortation

assets $und.in and coordination of demand for transortation services are t%e core

cometencies of *roers

In contrast to t%e aforementioned Ss, #s or contract Ss offer t%eir

customers .oistics so.utions t%at often inc.ude manaement caacities @%ese

so.utions most common.y inc.ude severa. services, suc% as are%ousin and

ic/ac oerations t%at are carried out on a .oner-term contractua. *asis

Sometimes, customersB va.ue c%ains, suc% as f.eet manaement, order %and.in,

com.aints manaement, ca.. centers, or assem*.y services A recent addition to t%e

.ist of tyes of Ss comes in t%e form of s ?%i.e t%ere is no universa.

areement on t%e definition of t%e , t%e cur-rent state of t%e de*ate esta*.is%es

s as su.iers of com.ete .oistics systems, it%out carryin out t%e services

t%emse.ves Instead, s su*-contract a.. oerations from ot%er Ss and confine

t%emse.ves to t%e manaement of .oistics systems @%us, t%ey do not disose of any

.oistica. assets and are a neutra. intermediary *eteen *usinesses and asset-*ased

Ss

As #s form t%e oint of reference for .oistics outsourcin as dea.t it% in

t%is study, t%e e5istin notiona. am*iuities in researc% %ave to *e e5amined Aut%or

to identify different tyes of #s @o %im, t%ere are four distinct c.asses of #s+


32/76

(1) asset-*ased #s use t%eir on assets (e trucs and are%ouses) to offer

dedicated .oistics servicesJ

(2) manaement-*ased #s su.y .oistics manaement t%rou% information

systems or consu.tinJ

(#) Interated #s use t%eir on assets to rovide .oistics services, *ut a.so

su*contract from ot%er vendors if necessaryJ and

() administration-*ased #s main.y offer administrative manaement (e

:rei%t ayment)

T8#RTI,+/ FR+M.#R-

!ocial :change Theory

Socia. e5c%ane t%eory dea.s it% Lt%e re.ationa. interdeendence, or

re.ationa. contract, t%at deve.os over time t%rou% t%e interactions of t%e e5-c%ane

artners ?%i.e t%is concet %as on.y entered maretin t%eory in t%e 18t%ics ater,

socio.oists suc% as $.au and >merson, as e.. as socia. syc%o.oists suc% as

@%i*aut and e..ey ored on t%e concet of socia. e5c%ane


33/76

4n t%e *asis of a t%orou% investiation of socia. e5c%ane .iterature, am*e,

?ittmann, and Seman summariEe t%e fo..oin four foundationa. remises of

socia. e5c%ane t%eory, %ic% i.. *e detai.ed *e.o+

>5c%ane interactions resu.t in economic and/or socia. outcomes,

@%ese outcomes are comared over time to ot%er e5c%ane a.ternatives to

determine deendence on t%e e5c%ane re.ations%i

ositive outcomes over times increase firmsB trust of t%eir tradin artner(s)

and t%eir commitment to t%e e5c%ane re.ations%i, and

ositive e5c%ane interactions over time roduce re.ationa. e5c%ane norms

t%at overn t%e e5c%ane re.ations%i

In contrast to ure economic t%eories, socia. e5c%ane t%eory t%us incororates

*ot% economic and socia. outcomes, %i%.i%tin t%e fact t%at socia. as e.. as

economic considerations are made %en eva.uatin t%e va.ue of re.ations%is @%is

va.ue resu.ts from an assessment of *ot% uti.ities and costs of a re.ations%i, and

arties i.. c%oose to u%o.d a re.ations%i as .on as t%e cost-uti.ity-ratio is

satisfactory @%e e5act comosition of uti.ities and costs varies from individua. to

individua., and more em%asis may *e ut on eit%er socia. or economic asects

?%en araisin t%e va.ue of a re.ations%i, arties i.. not on.y consider

current and ast costs and uti.ities, *ut a.so otentia. future *enefits, and may foreo


34/76

resent *enefits for *enefits in t%e future @%erefore, an imortant factor in socia.

e5c%ane t%eory is trust, %ic% resu.ts from mu.ti.e and *eneficia. interactions over

time 4n.y if t%e tradin artner is trusted, i.. one *e i..in to recirocate t%e

a*dication of cur-rent *enefits for future *enefits Anot%er imortant asect of socia.

e5c%ane t%eory is commitment, %ic% is fostered *y trust @%is causa. re.ations%i

*eteen trust and commitment is *ased on t%e rinci.e of enera.iEed recirocity,

*ecause commitment entai.s vu.nera*i.ity and arties i.. see on.y trustort%y

artners

Socia. e5c%ane t%eoryBs foundationa. remises indicate t%at re.ation-s%is are

not on.y overned *y contracts, *ut a.so *y norms, %ic% deve.o as a conse=uence of

reeated interaction and Lincrease t%e efficiency of re.ations%is *ecause *y areein

to t%e manner in %ic% interactions tae .ace, t%e deree of uncertainty may *e

reduced As it% trust, norms are ad%ered to *ecause reards are e5ected

?%i.e socia. e5c%ane t%eory can *e very usefu. concetua..y, it is main.y

criticiEed for its .ac of emirica. foundation :actors suc% as commitment and trust

s%ou.d *e a*.e to su*stitute (at .east in art) contractua. overnance structures, *ut t%is

cannot *e confirmed emirica..y resuma*.y, t%is is attri*uta*.e to socia. e5c%ane

t%eoryBs ne.ect of oortunism

quity Theory


35/76

>=uity t%eory reresents an e5tension of socia. e5c%ane t%eory *y addin t%e

asect of fairness ?%i.e t%e concet dates *ac to 3omans, e=uity t%eory as

rimari.y coined *y Adams At t%at time referred to as Lt%eory of ine=uity, it as

introduced to e5.ain ae ine=uities @%e *asic assumtion under.yin e=uity t%eory

is t%at eac% arty in a re.ations%i comares its inut-outut-ratio to t%at of t%e ot%er

arty Ana.oous to socia. e5c%ane t%eory, socia. as e.. as economic considerations

are incororated in t%e eva.uation of fairness

In case t%e ratio is *a.anced, t%e ercetion of *ein fair.y treated is conveyed

4t%erise, one fee.s unfair.y treated, arousin distress for *ot% t%e over-*enefited and

t%e under-*enefited arties, %ic% may .ead to emotiona. and *e%aviora.

conse=uences In order to re-create fairness, arties can c%ane t%eir inuts, adust

t%eir e5ectations, inf.uence t%e ot%er arty, or terminate t%e re.ations%i

As in socia. e5c%ane t%eory, t%e inut-outut-ratios of t%e invo.ved arties do

not %ave to *e in *a.ance at any iven time Instead, arties must trust t%at outcomes

*e s.it e=uita*.y in t%e .on-run

,ommitment Trust Theory

Moran and 3unt in 188 first introduced commitment trust t%eory in t%eir

artic.e on successfu. re.ations%i maretin Accordin to t%em, commitment and trust

function as ey mediatin varia*.es *eteen five antecedents (re.ations%i


36/76

termination costs, re.ations%i *enefits, s%ared va.ues, and oortunistic *e%avior)

and five outcomes (ac=uiescence, roensity to .eave, cooeration, functiona. conf.ict,

and decision-main uncertainty) $y %i%.i%tin commitment and trust, Moran and

3untBs t%eory is *ased on t%e fundamenta. ideas of socia. e5c%ane t%eory At t%e

same time, one of t%e maor deficits of socia. e5c%ane t%eory is addressed *y

a..oin for oortunistic *e%avior

Considerations *y Moran and 3unt ere surred *y a s%ift in maretin

researc% and ractice aay from a mere transactiona. focus toards t%e re.ations%i

maretin aroac%, accordin to %ic% a.. maretin activities are suosed to

esta*.is%, deve.o, and maintain successfu. re.ationa. e5c%anes ?%i.e Moran and

3unt ac-no.ede t%at many conte5tua. factors determine t%e success or fai.ure of

re.ations%i maretin efforts, commitment and trust are seen as ey, *e-cause t%ey

can esta*.is% re.ationa. overnance norms As suc%, commitment and trust can

encourae cooerative *e%avior aimed at reservin re.ations%i investments,

mitiate t%e ris of c%oosin attractive s%ort-term a.ternatives desite of e5ected

.on-term *enefits it% e5istin e5c%ane artners, and can mae %i%-ris actions

aear more attractive, *ecause e5c%ane artners are not feared to act

oortunistica..y L@%erefore, %en *ot% commitment and trust " not ust one or t%e

ot%er " are resent, t%ey roduce outcomes t%at romote efficiency, roductivity, and

effectiveness

The si: key factors that influence customer loyalty


37/76

According to Peter Clark, co-editor of The Wise Marketer and

co-author of The Loyalty Guide report series, there are six major

factors that play key roles in inuencing the loyalty and

commitment of customers

Figure 1: Factors that influence customer loyalty


38/76

R!+R,8 MT8#D#/#06

#7;ective of the study

A study on customer .eve. of satisfaction in toards 3 >5ress (I)

vt td

@o identify t%e .oya.ty of customer toards 3 >5ress (I) vt

td

@o measure t%e secific reasons for satisfaction and dissatisfaction in

it% 3 >5ress

@o identify t%e recommendations of 3 >5ress to ot%ers *y

e5istin .oya. customers


39/76

!cope of the study

Scoe of t%e study main.y to no t%e current .eve. of customer

satisfaction

Scoe of t%e study main.y to no t%e .oya.ty of t%e customer

toards t%e comany

@o ive suestion reardin imrovement of erformance standard

of t%e Comany

@o inform t%e manaement a*out current .eve.


40/76

/imitations of the study

@ime .imit restricts detai.ed survey or for t%is articu.ar toic of

researc%

@%e survey is restricted to t%e customers of 3 >5ress I vt .td

%o are invo.ved in imorts

Some customers %ave .ac of time, so t%ey may not communicate

roer.y


41/76

Research design

@%e o*ective of t%e study %as *een ac%ieved *y usin *ot% rimary and

Secondary ataBs @%e dataBs o*tained for t%e study as rimari.y from fie.d

investiation carried out amon t%e customers of 3

!ampling

Sam.e desin is a definite .an for o*tainin a sam.e from a iven

ou.ation It refers to t%e tec%ni=ue or t%e rocedure t%e researc%er ou.d adot in

se.ectin items for sam.es

Sam.es are studied for t%e ou.ation %o are t%e customers of 3 >5ress

I vt td 7esearc% desin is needed *ecause it faci.itates t%e smoot% rai.in of t%e

various researc% oerations t%ere*y main researc% as effective as ossi*.e yie.din

ma5ima. information it% minima. e5enditure of effort, time and money

!ample !i


42/76

Survey researc% as name suests, is distinuis%ed *y t%e facts t%at t%e data

are co..ected from t%e eo.e %o are t%ou%t to %ave t%e desired information,

t%rou% =uestionnaire

Questionnaire as osted over t%e internet and sent to t%e resective

customers in order to co..ect information re.ated to t%e toic @%e =uestionnaires so

desined for t%is urose ere structured

!econdary Data

Secondary data as co..ected t%rou% comany e*sites and records And

ana.ysis on various asects %as *een done usin different statistica. tec%ni=ues

@%e met%ods fo..oed for t%e ana.ysis and interretation of data are+

'ni variate ercentae Ana.ysis

?ei%ted averae met%od

Univariate Percentage Analysis:

ercentae refers to a secia. ind of ratio It is used to mae comarison

*eteen to or more series of data @%ey can *e used to comare t%e re.ative items,

t%e distri*ution of to or more series of data, since t%e ercentaes reduces every

t%in to a common *ase and t%ere *y a..o meaninfu. comarisons to *e made 3ere

on.y one factor is considered

!4 4: 7>S4!>!@S

>7C>!@AG> R 5 100

@4@A 7>S4!>!@S


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Weighted Average Method:

@%is met%od is a used %en t%e re.ative imortance of t%e different items is

not t%e same @%e term ei%ted stands for t%e re.ative imortance of t%e different

items It is assumed t%at inventory costs s%ou.d *e assined on t%e *asis of averae

costs of identica. units An averae cost unit is determined *y dividin t%e tota. costs

of t%e units *y t%e num*er of units

@%e ei%ted averae met%od is .oica. %en assinin costs to units t%at *ecome

mi5ed toet%er, t%ere *y main searate identification difficu.t or imossi*.e

@%e formu.a is+

T ?U

U R

T ?

?%ereJ

U R ?ei%ted Arit%metic mean

U R :re=uency or no of resonse dents

W ! Weighted allotted to each factor


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DATA ANALYSIS & INTERPRETATION

,ustomers overall e:perience to accessi7ility and responses of D8/

representative through Telephone%

#ptions Respondents Percentage

>5ce..ent 19 20 D

Pery Good 19 20 D

Good #2 0 D

:air 19 20 D

oor 0 0 D

Total ?* ** @

@a*.e - 1

Interpretation$

20 D of t%e customers resonded t%at t%eir overa.. e5erience to

accessi*i.ity and resonses t%rou% @e.e%one is >5ce..ent !e5t 20 D says it is very

ood Good *ein aarded *y 0 D of t%e customer :ina. 20 D is not so satisfied so

t%ey said t%at t%e service is fair


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Figure > )

3,hart showing ,ustomers overall e:perience to accessi7ility and responses of

D8/ representative through Telephone4


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,ustomers overall e:perience to accessi7ility and responses of D8/

representative through >mail%


>5ce..ent 19 20 D

Pery Good 19 20 D

Good #2 0 D

:air 19 20 D

oor 0 0 D

Total ?* ** @

@a*.e - 2

Interpretation$

20 D of t%e customers resonded t%at t%eir overa.. e5erience to

accessi*i.ity and resonses t%rou% >-mai. is >5ce..ent !e5t 20 D says it is very

ood Good *ein aarded *y 0 D of t%e customer :ina. 20 D is not so satisfied so



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Figure > 5

3,hart showing ,ustomers overall e:perience to accessi7ility and responses

of D8/ representative through >mail4


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,learance representative a7ility to help customer issue=need


>5ce..ent 16 18 D

Pery Good 1; 21 D

Good 22 2< D

:air 18 2 D

oor ; 8 D

Total ?* ** @

@a*.e - #

Interpretation$

V 18 D of t%e customers resonded t%at t%eir overa.. e5erience to a*i.ity

to %e. reso.ve issue or need is >5ce..ent !e5t 21 D says it is very ood Good *ein

aarded *y 2< D of t%e customer 2 D is some%at satisfied so t%ey said t%at t%e

service is fair 8 D is not satisfied it% t%e service


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Figure > A

3,hart showing ,learance representative a7ility to help customer issue=need4


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,ustomers #verall e:perience with D8/ ,learance Department


>5ce..ent 1; 21D

Pery Good 16 18D

Good 1 1


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Figure > B

3,hart showing ,ustomers #verall e:perience with D8/ ,learance Department4


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,ustomers #verall e:perience with D8/ !hipment Delivery at doorstep


>5ce..ent 8 11D

Pery Good 26 #1D

Good 0 60D

:air 6D

oor 2 #D

Total ?* ** @

@a*.e - 6

Interpretation$

11 D of t%e customers resonded t%at t%eir overa.. e5erience it%

3 c.earance deartment is >5ce..ent !e5t #1 D says it is very ood Good *ein

aarded *y 60 D of t%e customer 6 D is some%at satisfied so t%ey said t%at t%e

service is fair # D is not satisfied it% t%e service


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Figure > C

3,hart showing ,ustomers #verall e:perience with D8/ !hipment Delivery at

doorstep4


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,ustomer !atisfaction level with D8/ :press I Pvt /td


>5treme.y Satisfied 16 18D

Satisfied 20 26D!eutra. 22 25treme.y issatisfied 6 9D

Total ?* ** @

@a*.e - 9

Interpretation$

18 D of t%e customers resonded t%ey are >5treme.y Satisfied it% t%e

service !e5t 26 D t%ey are satisfied !eutra. is 22 D of t%e customer 2# D is

some%at satisfied so t%ey said t%at t%e service is fair # D is not satisfied it% t%e

service


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Figure > 2

3,hart showing ,ustomer !atisfaction level with D8/ :press I Pvt /td4


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,ustomer Responses or Reasons for satisfaction with D8/ :press I Pvt /td

ess transit time

C.ear tracin

Advance furnis%in of documents

eein customer fu..y informed

@ime.y c.earance

Good S%iment de.ivery at doorste

Interpretation$

Parious reasons are iven *y customers for satisfaction .ie .ess transit time,

C.ear tracin, Advance furnis%in of documents, eein customer fu..y informed,

@ime.y c.earance, Good S%iment de.ivery at doorste etc


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,ustomer Responses or Reasons for Dissatisfaction with D8/ :press I Pvt /td

4riina. $i.. of >ntry ettin on.y after # days after our fo..o u, t%is s%ou.d

come a.on it% de.ivery

:rei%t $i.. received #0 days after de.ivery t%is s%ou.d de.iver it%in 2 %rs,

so t%at your ayment i.. not *e de.ayed

@%e currency some times ron.y mention in t%e $/> *efore fi.in it%

Customs, c%ec t%e invoice or c%ec it% t%e customer - t%is i.. %e.

avoidin mistae

In some of t%e instances your resonse is not roer

Since e5ress service is referred on.y %en t%ere are some urency, t%ou%

t%e caro reac%es at airort c.earance team taes minimum ;-26days taes for

customs c.earance

Commitment not met in severa. cases

Interpretation$

Parious reasons are iven *y customers for dissatisfaction @%e comany need

more focused aroac% for satisfyin t%e customers


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Recommend D8/ :press to others


Hes 61 9D

!o 28 #9D

Total ?* ** @

@a*.e - ;

Interpretation$

9 D of t%e customer resonded in favour of recommendin 3 >5ress to

ot%ers 4n t%e ot%er %and #9 D of t%e eo.e say !o to recommend 3 >5ress to

ot%ers


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Figure > ?

3,hart showing Recommendation D8/ :press to others4


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#ver the past years loyalty towards D8/ :press has grown stronger


Hes 66 98D

!o 26 #1D

Total ?* ** @

@a*.e - 5ress

%as ron stroner 4n t%e ot%er %and #1 D of t%e eo.e say !o t%at .oya.ty toards

3 >5ress %as not ron stroner


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D8/ :press 9alues people & Relationships ahead of !hort>term goals


Hes 1 61D

!o #8 8DTotal ?* ** @

@a*.e - 8

Interpretation$

61 D of t%e customer resonded in favour t%at 3 >5ress Pa.ues eo.e &

7e.ations%is a%ead of S%ort-term oa.s 4n t%e ot%er %and 8 D of t%e eo.e say !o

t%at 3 >5ress do not Pa.ues eo.e & 7e.ations%is a%ead of S%ort-term oa.s


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Figure *

3,hart showing D8/ :press 9alues people & Relationships ahead of !hort>

term goals4


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FI"DI"0!

20 D of t%e customers resonded t%at t%eir overa.. e5erience to accessi*i.ity

and resonses t%rou% @e.e%one is >5ce..ent !e5t 20 D says it is very ood

Good *ein aarded *y 0 D of t%e customer :ina. 20 D is not so satisfied so


20 D of t%e customers resonded t%at t%eir overa.. e5erience to accessi*i.ity

and resonses t%rou% >-mai. is >5ce..ent !e5t 20 D says it is very ood

Good *ein aarded *y 0 D of t%e customer :ina. 20 D is not so satisfied so


18 D of t%e customers resonded t%at t%eir overa.. e5erience to a*i.ity to %e.

reso.ve issue or need is >5ce..ent !e5t 21 D says it is very ood Good *ein

aarded *y 2< D of t%e customer 2 D is some%at satisfied so t%ey said t%at

t%e service is fair 8 D is not satisfied it% t%e service

21 D of t%e customers resonded t%at t%eir overa.. e5erience it% 3

c.earance deartment is >5ce..ent !e5t 18 D says it is very ood Good *ein


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aarded *y 1< D of t%e customer #5ce..ent !e5t #1 D says it is very ood Good *ein

aarded *y 60 D of t%e customer 6 D is some%at satisfied so t%ey said t%at

t%e service is fair # D is not satisfied it% t%e service

18 D of t%e customers resonded t%ey are >5treme.y Satisfied it% t%e

service !e5t 26 D t%ey are satisfied !eutra. is 22 D of t%e customer 2# D is

some%at satisfied so t%ey said t%at t%e service is fair # D is not satisfied it%

t%e service

9 D of t%e customer resonded in favour of recommendin 3 >5ress to

ot%ers 4n t%e ot%er %and #9 D of t%e eo.e say !o to recommend 3

>5ress to ot%ers


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98 D of t%e customer resonded in favour t%at .oya.ty toards 3 >5ress

%as ron stroner 4n t%e ot%er %and #1 D of t%e eo.e say !o t%at .oya.ty

toards 3 >5ress %as not ron stroner

61 D of t%e customer resonded in favour t%at 3 >5ress Pa.ues eo.e &

7e.ations%is a%ead of S%ort-term oa.s 4n t%e ot%er %and 8 D of t%e eo.e

say !o t%at 3 >5ress do not Pa.ues eo.e & 7e.ations%is a%ead of

S%ort-term oa.s


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!100!TI#"!

Communicate ?%et%er it is an emai. nes.etter, mont%.y f.ier, a reminder

card for a tune u, or a %o.iday reetin card, reac% out to your steady

customers

Customer Service Go t%e e5tra distance and meet customer needs @rain t%e

staff to do t%e same Customers remem*er *ein treated e..

>m.oyee oya.ty oya.ty ors from t%e to don If you are .oya. to your

em.oyees, t%ey i.. fee. ositive.y a*out t%eir o*s and ass t%at .oya.ty a.on

to your customers

>m.oyee @rainin @rain em.oyees in t%e manner t%at you ant t%em to

interact it% customers >moer em.oyees to mae decisions t%at *enefit

t%e customer

Customer Incentives Give customers a reason to return to your *usiness :or

instance, *ecause c%i.dren outro s%oes =uic.y, t%e oner of a c%i.drenBs

s%oe store mi%t offer a card t%at maes t%e tent% air of s%oes %a.f rice

ieise, a dentist may ive a free c.eanin to anyone %o %as seen %im

reu.ar.y for five years


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roduct Aareness no %at your steady atrons urc%ase and ee t%ese

items in stoc Add ot%er roducts and/or services t%at accomany or

com.iment t%e roducts t%at your reu.ar customers *uy reu.ar.y And mae

sure t%at your staff understands everyt%in t%ey can a*out your roducts

7e.ia*i.ity If you say a urc%ase i.. arrive on ?ednesday, de.iver it on

?ednesday $e re.ia*.e If somet%in oes ron, .et customers no

immediate.y and comensate t%em for t%eir inconvenience

$e :.e5i*.e @ry to so.ve customer ro*.ems or com.aints to t%e *est of your

a*i.ity >5cuses W suc% as O@%atFs our o.icyO W i.. .ose more customers

t%en settin t%e store on fire

eo.e over @ec%no.oy @%e %arder it is for a customer to sea to a %uman

*ein %en %e or s%e %as a ro*.em, t%e .ess .ie.y it is t%at you i.. see t%at

customer aain

no @%eir !ames 7emem*er t%e t%eme son to t%e te.evision s%o Cheers

Get to no t%e names of reu.ar customers or at .east reconiEe t%eir faces


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CONCLUSIONS

In addition to suestions and findins, t%is study a.so rovides severa. scoes

for furt%er researc%, %ic% i.. *e addressed in t%e fo..oin arara%s+

(1) ?%i.e t%e customer .oya.ty mode. va.idated in t%is study ossesses ood

oer for e5.ainin reurc%ase intentions and referra. *e%avior, on.y artia.

e5.anation of t%e construct of additiona. urc%ase intentions is ac%ieved As

stated *efore, factors not contained in t%e mode. suc% as strateic outsourcinconsiderations can *e assumed to affect t%e intention of customers to

outsource additiona. .oistics activities to t%e current.y most imortant S

:or t%is reason, future studies s%ou.d e5.ore additiona. determinants of t%is

.oya.ty dimension

(2) Measurement mode. assessment revea.ed t%at t%e oerationa.iEation of

fairness in t%is study does not ac%ieve sufficient discriminance from ot%er

constructs, esecia..y from trust and re.ationa. satisfaction As t%ere is a stron

t%eoretica. indication t%at fairness is imortant in customer .oya.ty

considerations, furt%er studies s%ou.d modify fair-nessB measurement mode.,

e *y more stron.y recurrin to t%e concet of ine=uity

(#) ?it%in t%is study, four re.ationa. c%aracteristics ere e5amined In addition,

ana.yses ere conducted for a mu.titude of ot%er continency factors t%at are

not inc.uded in t%e resent study 4vera.., %oever, no conc.usive

moderations ere identified !evert%e.ess, it may *e assumed t%at customer

diversity sti.. %as moderatin effects on t%e formation of customer .oya.ty @%e

determinants contained in t%is study, %oever, cature rat%er enera.

eva.uations of re.ations%is *eteen Ss and t%eir customers, %ic% may *e

too *road to *e su*ect to moderatin effects :or t%is reason it ou.d *e

sensi*.e to e5amine antecedents of t%e em.oyed determinants, as moderatin

effects cou.d surface %en t%is .eve. of detai. is added to t%e ana.yses


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T,$%3 '#$4ally a(out t, CLEARANCE D#art/%t5 Howwould you rat your o!rall "#r$%0

T,$%3 '#$4ally a(out t, SHIPMENT DELIVERY at your

door't#5 How would you rat your o!rall "#r$%0

I% 'al o* 6 to 75 w,r 6 r#r'%t' 8Extremely Dissatisfed9a%d 7 r#r'%t' 8Extremely Satisfed9: How would you rat

your l!l o* 'at$'*at$o% w$t, DHL E"#r'':

E/cellent

0er$ ood

ood

airPoor

E/cellent

0er$ ood

ood

air

Poor

1

2

'

)

3


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Pla' l$'t to# = ra'o%'5 $%$t$ally (o/$%- a //(r o* DHL E"#r''$% ordr o* $/#orta%0

Pla' rat your l!l o* a-r/%t w$t, t, *ollow$%- 'tat/%t': I%'al o* 6 to 75 w,r 6 r#r'%t' 8Completely Disagree9 5 =r#r'%t' 8Neutral9 a%d 7 ($%- 8Completely Agree9

I (l$! t, o/#a%y5 DHL E"#r'' d'r!' /y loyalty0

O!r t, #a't yar'5 /y loyalty to t, o/#a%y5 DHL E"#r'' ,a'

-row% 'tro%-r0

DHL E"#r'' Valu' #o#l & Rlat$o%',$#' a,ad o* S,ort.tr/

-oal'0

4ore then 1 $ears

5 to 1 $ears

3 to 5 $ears

' to 3 $ears

6ess then ' $ears

1 2 )' 3

1 2 ' ) 3

1 2 ' ) 3


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7>>> Su--'t$o%' >>> ) $* a%y+

Tanks or your !alua"le eed"ack#


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EIE/I#0R+P86

Eooks$

7esearc% Met%odo.oy " ot%ari

@%e oya.ty Guide reort series - eter C.ar

Maretin Manaement 12 e " %i.i ot.er

.e7sites$

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d%.com

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14969686-Customer-Satisfaction 8.doc

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