Customer Satisfaction Research

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A summer training Project


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Analysis of Customer Satisfaction

BIG BAZAAR, RIVERSIDE MALL, Lucknow

Under the guidance of: Project submitted by:

Mr. Vishal Bhakta Sourabh Tiwary Ms. Saumya Ranjan


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Objective:

- Analysis of Customer Satisfaction in Brand

Experience, Product Experience and Staff

experience at B.B/ Riverside.

- A concentrated analysis of factors that motivates

a customer to buy specific products at B.B/riverside.

- Analysis of the efficiency of various information

delivery systems at B.B/ Riverside.


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Research Design : Descriptive

Sample Design:

Sample Size: 498

Method of Data Collection:

Primary Data Collection : Questionnaire


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Customer Satisfaction is a regular termused in Retail Industry. It is a measureof how the products and services

provided in a retail store meets orsurpasses the Customer expectation.

The Customer expectation is born out ofthe customer experience. Therefore,every customer visiting a retail store can

have somewhat different expectationsfor the same kind of service or product.

When a customer experiences a newservice or product in a retail store, hecompares it to the best experience

about the same that he had in his past.A customer can be said to be fullysatisfied if the current serviceexperience surpasses his past serviceexperience. After that, the customermakes a new benchmark forcomparison. This tells us why any retail

store should continuously strive to betterits services and product quality.


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Brand Experience, specifically refers to theexperience that customers have when they shop ina particular retail store. It refers to the ambience

and environment of the store. The major factors ofBrand Experience are Music, Lighting, Temperatureand Cleanliness. All of these factors combinedproduce an enriching and comfortable shoppingexperience for any customer.


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B

rand

Expe

rience


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Area of Concern

Temperature

Music


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1. The Music volume should always be maintained at a

medium level.

2. Only a selected staff should be designated to announcepromotional offers from CSD. This staff should be selected

on the basis of their voice clarity and should be properly

trained.

3. Sensometer, for the automatic closing of doors should be

installed on both Entry and Exit doors.

4. Dark Photo-chromic Glasses or light reflecting drapes

should be installed at the entry and exit point glass-walls.


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Staff Experience

Staff experience refers to the experience that customers

have while interacting to the staff of the retail store. Staff

members ensure that customers can get the product thatthey want to buy. They are also responsible for

motivating the customers to buy new products from other

departments and sections.


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StaffExpe

rience


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Staff Knowledge

Cashier Speed


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1. Product offers like discounts should be regularly updated on theProduct Barcode by the Category or any department that is

assigned to do the same.

2. TL/SM of every department should stringently check every

product type for offer updating before the store opens for

business in the morning.

3. A Cash- Till supervisor can be kept around the ground-floor cash

tills to solve any problems that arises during the billing.

4. Packers should always be available at all working Cash- Tills

5. A printed copy of all major promotional offers for each day should

always be present to all the cashiers at the busy Cash- Tills.

6. Any item of recreation can be arranged at the entry gate cash tills.

Like a TV can be installed or a video game kiosk that would help

us in reducing customer ennui during long queue and rush hours.


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Product Experience

Product experience refers to the experience

that Customers have with the products and

service that they want to purchase. A

competitive Price, Range, Quality and

Availability of any product will ensure that

customers will visit the store more and moreoften.


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Product

Experience


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Product Range

Product Availability


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1. Adequate number of Signages should be put around

exquisite products depicting some important information

about them.

2. Range of products should be increased in Fashion

Department, especially in Mens section.

3. An efficient ARS (Automatic replacement system) should be

put in action to ensure the availability of all kinds of fastmoving goods in the store.


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Customer survey on different

factors of buying for some sections

at Big Bazaar


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Convenience

of StoreLocation and

Frequency of

Shopping


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Location?


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Big Bazaar?


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It can be easily inferred that people who live in the

vicinity of Big-Bazaar, Riverside will visit the Mallmore often than other customers. Therefore, the

customers that have rated the convenience of the

location of Big Bazaar as Good/OK must be

visiting the Mall more often to buy the products oftheir daily needs.

[Proximity to Store Location is directly proportionalto Number of visits per month]


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How often do the customers visit the store?How do the

customers

rate the

convenience

of store

location?

Weekly Fortnightly Monthly

Good 32 20 16OK 8 5 5Bad 1 5 8


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1. As can be noted from the above table, 76%of the customers who live in the vicinity or

close-off areas (store location rating as

good/ok) around B.B/Riverside visit the

store once atleast in 7 to 15 days.2. 24% of the customers who live in the vicinity

or close-off areas (store location rating as

good/ok) around B.B/Riverside visit the

store atleast once every month.


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3. 43% of the customers who live at an inconvenient

distance from B.B/Riverside visit the store once atleast in 7to 15 days. The major reasons that can be stated for thistangential behavior of customers is:

Presence of newly built Ambedkar Park, Lohiya Park andother features at the Riverside area.

Presence of two Multiplexes, INOX and FUN at theRiverside area.

Presence of important Government offices like LDA andSugar Corporation at the Riverside area.

Some customers have stated that they have a ShoppingMall in their close vicinity but still they visit B.B Riverside

because they are familiar with its Staff and DifferentDepartments.

Some Customers have stated that they visit B.B/Riverside

because it is more spacious than the B.B Store in theirarea.


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FARM FRESH

Q. How do theCustomers rate the

freshness of Fruits and

Vegetables in the Farm

Fresh Section.


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1. Staff working at F&V should wear gloves while handling the fruitsand vegetables.

2. Store Staff should be fully aware about the sorting and

segregating process of Ethylene producing and Ethylene sensitive

products.

3. Fluorescent light induces the effect of day light freshness at F&V

display. Adequate lighting is always required at F&V section.

4. An optimum temperature of 23-24 degree should always be

maintained in the store. It slows down the rotting and over-

ripening of many Fruits and Vegetables.

5. Farm Fresh Section should be regularly cleaned.

6. It is recommended to produce a vibrant color effect in the display

by placing colorful fruits and vegetables in a defined assortment.


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7. Special signages should be put around Farm Fresh section

depicting the Nutrition Value and Health benefits of different

fruits and Vegetables.

8.A small kiosk can be maintained near the Farm Fresh section

from where the customers can take free recipe and nutrition

booklets about the available fruits and vegetables.


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LIVE KITCHEN

How do the customers

rate availability and

quality of Food at Live

Kitchen?


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1. If due to any unavoidable reason, some meals and delicacies are

not available, the names of such products should be covered or

struck off from the large menu pasted at the Live Kitchen wall.

2. Strict Quality control for the handling and preparation of food

should be maintained in the Live Kitchen by all Chef and Staff

Members. Staff members should always wear gloves while

serving the food items.

3. High level of cleanliness should always be maintained in the

seating area of Live Kitchen. A house-keeping staff should always

be available at Live Kitchen to provide services such as serving

food and water.


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FASHION

BAZAAR

How do the customersrate the Quality/ Priceof Clothing at FashionBazaar?


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Quality in the clothing department of Big Bazaar is a

real area of concern. The Customer satisfaction level

for Quality in Fashion Bazaar is a dismal 42%.


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Big Bazaar sells many different brands in the Fashion

Bazaar in Mens,Ladies and Kids section of Clothing.A few of the Brands that are sold at Big Bazaar,

Riverside are, DJ&C, Knighthood, Spunk, AFL, ARS,

Matrix, Sach, Disney, Lity and Pink& Blue.


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1. AFL is one of the most selling in-house brands of

Big Bazaar. What this brand lacks in quality, it

makes up with its low price. But as this brand

receives the most number of customer complaints,

immediate attention is required to improve its fabric

and color quality.

2. Many customers have complained about the lack of

variety in Mens section of Fashion Bazaar. Unique


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3. In the current urban scenario, teenagers have become a

huge consumption market. A special section can be

developed in the Fashion Bazaar to cater to the needs

of Adolescents.

4. Many customers have complained that all clothes are not

available in all size-ranges. It is a standard procedure in

Big Bazaar to replace a sold size and design as

immediately as possible. But it has been found that the

ARS (Automatic Replacement system) is not always

able to fulfill the needs of the department. Immediate

attention is required to improve the efficiency and


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ELECTRONICS

BAZAAR

How do the Customers

rate the Service of

Products at Electronic

Section?


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CUSTOMER

SERVICE DESK

How helpful do the

customers find ourstaff members at

Customer Service

Desk?


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1. Exchange of Goods: Any goods bought from Big Bazaar can beexchanged in a time period of 15 days by the customer. The goodscan be clothes, food or any non-food item. The billing of the newproduct bought by the customer in exchange for his old product isdone at CSD.

2. Refund: If a customer does not want to buy anything new in exchange

for his old product, he can get a Refund. The Refund is only givenafter the permission of the Department Manager of the section fromwhich the old product was bought.

3. Payback Points: Payback points can be known and the said value canbe redeemed in form of payback coupons through the CSD.

4. Free gifts on any item or Ticket size offers can be availed only at the

CSD.5. Any problem faced by any customer on any issue is registered andtackled at the CSD only.

6. Share with Us (SWU) booklet and form is available at the CSDcounter where the customers can log their complaints and deliver theirfeedback to the company.

7. Paging of new promotional offers and discounts are done from CSDcounter.


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1. There should always be atleast 2 personnel available at CSD

counter on normal days. On busy days like MBB, Wednesday

Bazaar and Sunday, there should be 3 staff members available on

CSD.

2. Payback coupons of small denominations should always be

available at CSD counter.

3. CSD counter gets regularly overcrowded because of the influx of

several staff members who come there for paging for their

individual store sections. Only a few individuals should be allowed

at any given time to do paging from CSD.

4. CSD is the place where problems are solved. So its efficiency canonly increase if very less problems come at CSD. A large number

of exchange items comes from clothes section only. Staff members

at Fashion deptt. should motivate the customers to try the clothing

before they make the final buying decision.


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Customer Satisfaction Research

Documents

Transcript of Customer Satisfaction Research