A
Project Report
On
“
CUSTOMER SATISFACATION OF EUREKA FORBES LIMITED
”Pt. Harishankar Shukla Memorial College
Raipur (C.G.)
Submitted in Partial Fulfillment for the Award Of The Degree Of Bachelor oF BUSINeSS aDMINISTraTIoN
Session-2011
Project Guided By Submitted By
Miss Mamt-a Dhruw Sandeep chandrakar
Asst. Professor BBA VIth Semester
CERTIFICATE
Date: 10/4/2011
This is to certify that Mr. Sandeep Chandrakar , S/O Mr. Hari Ram Chandrakar , B.B.A. 6th semester student of PT. Hari
Shankar Shukla Memorial College has successfully completed his On Job Training Project in our Organization.
So far known to me, his effort in this regard was outstanding.
Also he has a good moral character and we wish a great success in his future career.
Authorized Signatory (Eureka Forbes Limited)
Eureka Forbes limited 67 Anand Nagar near Balaji Tempal Raipur- 492001 (C.G.) Web. : eurekaforbes.com E-mail: [email protected]
CERTIFICATE
This is to that Mr. Sandeep Chandrakar a beneficed student of PT.
HARI SHANKAR SHUKLA MEMORIAL COLLAGE RAIPUR has
successfully completed his project title “A PROJECT OF CUSTOMERSATISFACTION ON EUREKA FORBES LIMITED “under our guidance &
supervision.
During the course of project work he has acquired the practical knowledge and under standing of Eureka Forbes Limited.
I wish him success in every endeavor of his professional career.
MISS. MAMTA DHRUW MR. SANJAY AWASTHI DR.MAMTA SHARMA
Project guide H.O.D Principal
Pt. Hari Shankar Shukla collage main road Shankar Nagar Raipur- 492001 (C.G.) Tel: 0771-2442887, 4010186 E-mail: [email protected]
DECLARTION
I here by declare by that this project entitle " A PROJECT
ON CUSTOMER SATISFACTION ON EUREKA
FORBES LIMITED " is the out-come of the genuine data
collected from reliable and secondary sources which are
genuine and authentic to
the best of my knowledge .
SANDEEP CHANDRAKAR
DATE:
ACKNOWLEDGEMENT
I have had a golden opportunity of being a part of Eureka Forbes Ltd. The helping hand co-operative and easy by which I was accepted to this family was by itself hearing experience.
I am extremely thankful to MR. SHAILESH KUMAR VERMA (SERVICE
SUPERVISOR), Chhattisgarh Service Head of Eureka Forbes Ltd. for his kind
permission to carry out the study of the organization.
I take this opportunity to express our graduate towards the HR division as whole.
My heartfelt thanks to my respected Faculty Guide namely ASS. Prof. MAMTA
DHRUV without his continuous help the project would not have been materialized
in the present form. His valuable suggestions helped me at every step.
A mere thank would be an inadequate world to express my true gratitude towards
Mr. RAJESH RAWTE (GL RAIPUR )& SMT. SHRADHA THAKUR (FRANCHICE )
he has been guiding force behind the fulfillment of project. I would be failing in our duty if I don't thank all staff member of Eureka Forbes Ltd. for sharing their precious time and knowledge with me.
||******************** CONTENTS **********************||
Sr. No. TOPIC Page No.
1
History of Eureka Forbes Ltd. 7
2 Overview & Introduction of Eureka Forbes Ltd. 10 3 Organization Structure of Eureka Forbes Service 16 4 Eureka Forbes Partnerships Brand 19 5 Product of Eureka Forbes 26 6 Corporate Social Responsibility & Awards of Eureka Forbes Ltd 52 7 Customer’s satisfaction & Consumer Behavior 58 8 Project Purpose & Objective 69
9 Research methodology 71
10 Data Analysis & Interpretations 74
11 Finding 90
12 Limitation of Study 92
13 Suggestions 94
14 Bibliography 96
CHAPTER – 1
History of Eureka
Forbes Ltd.
History of Eureka Forbes
Eureka Forbes, part of the Shapoorji Pallonji Group's Forbes Gokak based in
Mumbai is an Indian consumer appliances company. Eureka Forbes was the first to
introduce domestic water purifiers - the Aquaguard - model - as well as vacuum cleaners to India in the 1980sThe Company operates in over 92 cities in India and employs over 6,000 individuals.
To introduce previously unknown products to a society in which nationwide commercial campaigns were impossible, the company pioneered direct selling. The corps of suit-clad Eureka Forbes salesmen was a tremendous success. They are now Asia's largest direct selling organisation with a 5,000 strong direct sales force touching 1.25 million Indian homes and adding 1,500 customers daily.Such was the success of Eureka Forbes that
Aquaguard has become a synonym for water purifier in India.
1982 - Eureka Forbes, started in 1982, which depended on technology provided by Sweden for making vacuum cleaners and air purifiers, has grown into a Rs.800-crore company employing nearly 8000 people, they pointed out. The company is the largest direct selling organisation and has been considered as one among the most admired consumer durable companies in the country. The company has also drawn up plans for diversification to manufacture products aimed at 'smart homes /safe homes.
CHAPTER – 2
Overview & Introduction
of Eureka Forbes Ltd.
Overview of Eureka Forbes
COMPANY OVERVIEW
Eureka Forbes, Ltd. offers water purification systems, vacuum cleaners, and air purifiers. The company also offers security solutions, including home security systems, intrusion alarm systems, access control systems, fire alarm systems, and surveillance systems. In addition, it offers industrial solutions, such as industrial water purifiers, commercial and industrial vacuum cleaners, hard floor cleaning and maintenance machines, high pressure cleaners, and cleaning and hygiene products. Eureka Forbes offers its products through dealers and institutional sales network. The company was incorporated in 1931 and is based in Mumbai, India. Eureka Forbes, Ltd. operates as a subsidiary of Forbes & Company Ltd.
Euro smile is the service division of Eureka Forbes, with the largest service network across India catering to the needs of domestic and institutional customers. With Over 7,000 employees we are the leaders in domestic and industrial Water Purification Systems, Vacuum Cleaners & Air Purifiers
1. Pioneers in Direct selling - Asia's Largest Direct Sales Organization
6,000 strong Direct Sales Force touches 1.50 million Indian homes, adding 1,500 customers daily
Customer family now numbers over 6 million - enduring relationships as "Friends For Life"
2. Expanded channels that reach out to customers to include
Over 5,000 strong Dealer Sales Network
A 58 distributor strong Institutional Sales Network
Security Systems Division - one of India's largest system integrators
A customer finance scheme, Euro value, for customers to easily obtain the means to Live Healthier Lives
3. A strong service network that backs up sales efforts
4500 company trained technicians who make 20,000 kitchen visits daily
Supported by Call Centers, Customer Care Representatives & Mobile Service Vans
4. Salient features or USPs
Service at your doorstep
Customer base more than 30 million
India’s largest after sales network – over 650 service centers
Service network of 1050 business partners
4800 trained service technicians make 25000 calls everyday
Single number access 24 hours in 8 major cities- Euro helpline: 3988 3333
Genuine spare parts only
Free routine checkups and service camps
Introduction of Eureka Forbes Ltd.
Eureka Forbes - Starting From the Scratch
Eureka Forbes followed the globally 'tried and tested' direct selling route for marketing its products in India, thus becoming one of the first direct selling companies in India.
Vacuum cleaners and water purifiers were rather new concepts for Indian consumers, who had till then followed only the traditional methods of cleaning and filtering.
Therefore, Eureka Forbes had to first establish the concept of vacuum cleaners and water purifiers in India before it could sell 'Eureka' as a brand. The company believed that its core strength was its people. It employed dynamic, highly motivated individuals, called 'Euro champs,' who projected the image of 'The friendly man from Eureka Forbes.' Thus, for the average Indian consumer, Eureka Forbes became synonymous with the smartly dressed salesman who came to their houses and cleaned up things in a jiffy or showed how air/water purifiers were indispensable. Euro champs initially targeted the metros but soon began visiting smaller cities and towns also.
CURRENT SCENARIO
The consumer durables market in India is valued at US $ 4.5 billions currently. In 2006, microwave ovens and air conditioners registered a growth of about 25%. Frost-free refrigerators have registered significant growth as many urban families are replacing their old refrigerators. Refrigerator sales amounted to 4.2 millions in 2006, whereas the production of the refrigerators went up by 17% as compared to the preceding year. Washing machines, which have always seen poor growth, have seen reasonable growth in 2006. More and more Indians are now buying electrical appliances due to change in electricity scenario. The penetration level of color televisions (CTVs) is expected to increase 3 times by 2007.
We are ‘Your friends for life,’ we are Eureka Forbes!
It dates back to 1982, when health ambassadors from Eureka Forbes, with a new concept of living in a clean environment and drinking water in its purest form knocked on your door. They called themselves friends for life and they proved that they indeed were. Eureka Forbes continues to be the best friend in Indian Households after three decades and the sentiments have not changed.
Eureka Forbes is a part of the Shapoorji Pallonji Group and today it is a 12 billion INR, multi product and multi channel corporation. Incepted in 1982, we have put 29 years of consolidated efforts to become the undisputed leaders in domestic and industrial Water Purification Systems, Vacuum Cleaners, and Air Purifiers & Security Solutions. Being Asia’s largest direct sales organization, our force of 7000 direct personnel touches 8 million homes. We have one of the largest networks catering to more than 131 cities and 398 towns across the country. We also have a 10,000 strong dealer sales network and over 58 distributor strong Industrial Sales Network.
Dedicated to the cause of providing healthier living, today we have successfully
established ourselves as a business super-brand and our dedicated team works around the clock to make your lives healthier and more secure. We strive to provide the best after sales service, and to achieve the same we have over 1500 service centers and as many as 4500 company trained technicians who visit over 20,000 Indian kitchens daily!
Euro smile Mission:
Vision
“The happier, healthier and safer house and work place.”
Mission
“Building a long-term Relationship with customers and ensure zero
defection, endeavor to meet customer expectations, constantly
upgrading the service delivery to bring high satisfaction level among
EUREKA FORBES LIMITED MISSION
To build sustainable relationships with customers as their "Friend for Life” by satisfying their evolving health, hygiene, safety and lifestyle through.
Our people whose entrepreneurial spirit and ambition is fuelled by the culture of pride, learning, earning and fun.
Our Product and Services that reflect innovation become quality benchmarks and provide real value - for – money.
Our Policies and Practices that is fair, transparent and constantly improved to optimize stakeholder satisfaction and achieve market leadership
EUREKA FORBES LIMITED VISION
“A Happy, Healthy, Safe and Pollution free environment built on trust and lasting relationships with customers.”
CHEPTER - 3
Service Organ gram
SERVICE ORGANOGRAM:
:
GL 1 GL 2 GL 3 GL 4
SUPREVISOR SERVICE EXECUTIVE ASSTT. MANAGER SERVICE
SALE GENRAL MANAGER SERVICE VICE PRECIDENT SERVICE VICE PRECIDENT LOGISTIC I. T. HEAD VICE PRECIDENT ACCOUNT VICE PRECIDENT SALE MD CUM VICE CHAIRMAN
EFL PERSONS IN SERVICE:
Mr. Sapoorji Palanj Mistry (Chaiman)
Mr. S.L. Gokhlani (MD cum vice chairma)
Mr. R. Ganguly (V.P. service/ CRM R3)
Mr. Tapas Bhattacharya (Ass. Manager Service E1 & E2)
Mr. Badal Dey (Executive Service E2)
Mr
. SHAILESH KUMAR VERMA
(Service supervisor
Chattisghar)
Mr. Rajesh Rawte (Service GL Raipur)
Mr. Alok Mishra (Service GL Bilaspur &FDO)
Mr. Bhushan Dewangon (Service GL)
CHAPTER -4
Eureka Forbes
Eureka Forbes Partnerships Brand
Eureka Forbes Partnerships
International Partnership Alliance
Lux and its partner companies Eureka Forbes India, AMC Classic South Africa, Aerus Electrolux US, and the Forbes Lux Group Switzerland today employ over 16'000 people in sales, administration, research and development. With a customer base of over 20 Million Lux and its alliance partners promote some of the world's leading brands in direct sales. The Lux Partnership Alliance with its unique spirit and its focus on people and the direct sales of innovative products today runs sales operations in many parts of the world.
The Partners are as followed :
1. SP GROUP
2. Aqua mall Water Solutions Ltd.
3. Forbes Pro Solutions
1. SP GROUP
140 years ago, Mumbai was largely an uninhabited cluster of islands. To fulfill the water supply needs of the city a reservoir was built, in the famous Malabar Hills. Not only did the reservoir sustain the needs of Mumbai for the next 100 years, it also witnessed the growth of Mumbai as the Commercial Capital of India.
The reservoir was built by a Littlewood Pallonji & Co., which today is Shapoorji Pallonji Co. & Ltd. one of the leading construction giants in India and abroad.
Over the next hundred years, the company’s expertise has been repeatedly showcased on projects which involved a major advance in construction technology or whose size was beyond the capacity of most others. Blessed with a rich legacy and heritage, it has marched into the new millennium with modern management skills, state-of-the-art
technology and the ideals of innovation and customer satisfaction, to the extent that when the Sultan of Oman decided to build a palace around his throne, he placed his trust in Shapoorji Pallonji.
Shapoorji Pallonji & Co. Ltd. is just one of the jewels in the SP crown. It draws vital support from other group companies to be able to execute turnkey projects swiftly and efficiently. These include SP Fabricators, AFCONS, Forbes, Sterling and Wilson, SP Construction Materials Group, SP Real Estate and Samalpatti Power Company Private Limited. Together, this conglomerate continues to strive towards perfection, quality and commitment virtues.
2. Aqua mall Water Solutions Ltd.
Aqua mall Water Solutions Ltd. came into existence more than two decades ago to partner with Eureka Forbes Ltd. in its quest to bring pure, safe drinking water to the Indian market. A wholly owned subsidiary of the company, it has proved to be an invaluable ally in the leadership and domination of the category. The pioneer of water purification manufacturing in India and now a virtual a one stop shop for
point-of-consumption water purification systems, we have a vision of becoming the most preferred global source of water purification systems.
Today, over 600,000 units of 34 different models of water purification systems roll out of the four Aqua mall facilities. Its current capacity can be scaled up to two million unit’s p.a. The ‘Cell Concept’ on which it operates facilitates higher productivity thus enabling it to maintain a high inventory turnover.
The quality management procedure and systems at Aqua mall showcase the unwavering focus on quality. The team is adorned by highly qualified professionals with more than 210 man years of water related research and development experience backing up their credentials.
Apart from excellent human resources, Aqua mall is backed by top class, state-of-the-art infrastructure. The jewel in the Aqua mall crown is its most recent facility at Dehradun which is India’s first ‘green’ water purification factory. Its Environmental Policy seeks not only to ensure total compliance with all applicable environment, legal and other requirements, but wherever possible, to exceed them. The company is infecting in the process of securing the exacting LEED Gold Standard certification.
Aqua mall constantly strives for creative and innovative ideas which add value to its customers, ably demonstrating its ability to design and develop path-breaking new products.
3. Forbes Pro Solutions
Forbes Pro Solutions is a part of Eureka Forbes Limited, your one stop shop for
Mechanized cleaning solutions, Safe drinking water, Facility management and Hospitality concepts, Water & Waste water treatment plans & Railway solutions.
Our commitment to customers is backed by over 25 years of Eureka Forbes expertise, a nationwide service network and strategic alliances with world leaders. Whatever business you are in, our comprehensive range of solutions & services enables you to maintain a hygienic, safe and productive work environment.
Forbes Pro Solutions:
Welcome to the World of Forbes Pro Solutions
It took many years of hard and dedicated work for Forbes Pro Solutions to achieve its pioneer - ship position in the world of professional cleaning equipment. They have also achieved a high degree of corporate excellence in Facility Management, Concept and Hospitality Solutions and Water & Waste Water solutions Water. We know, therefore, that success doesn’t come easily and can never be taken for granted. This is why we strive for excellence in all aspects of our business, right from ushering the best of the products, technologies and services to the best experience to the industry.
We expect our customer service personnel to be knowledgeable, polite and efficient. We expect our back-office team to be ready and fully capable of supporting our field sales and service people and we are constantly examining ways of improving the flow of our processes and systems. Nothing is ever taken for granted, least of all success.
A Complete range of Solutions
Today the product and services portfolio is larger and deeper than at any time in the division’s long history. From light weight backpack vacuum cleaners to heavy-duty road
sweepers in the cleaning technology solutions, Online cooler cum purifiers to Large capacity storage cooler cum purifiers in the water solutions; Water and Waste Water Treatment plants from the Water projects stable; Facility Management, Concepts and Hospitality Solutions from the Forbes Facilities and Concept Solutions; Varied models for the Railways from the Railway Projects. Our services and Products provide cost effective productive and environmentally friendly solutions for cleaning professionals, industrial applications and all allied institutions.
Vision
Forbes Pro Solutions is today a strong and successful company, thanks to its dedicated, qualified and highly trained professional Sales cum Hygiene Consultants who have through the years ensuring that our clients get the best of “Complete hygiene Solutions” which has resulted in utmost client satisfaction. This corporate strength allows us to devote the resources needed to maintain our product leadership and to efficiently serve the needs of the industry. While our product range is wider and deeper than ever before, we continue to strive for improvement so that the total cost of cleaning can be lowered and the efficacy of the same is maintained at the highest levels. We aim towards
excellence in everything we do and we intend to serve you even better in the future. Industry leadership, after all, is not merely status, it is a responsibility.
• Experience matters
It is important for cleaning professionals to know that they are dealing with a company that is reliable, financially sound and that has years of experience in this industry. Having been in business for over two decades, Forbes Pro Solutions meets all these criteria. This deep and fundamental knowledge is unmatched and irreplaceable.
• Gen-Next Solutions at all times
Products and Service innovation are of prime importance to Forbes Pro Solutions in its drive to remain at the leading edge of technical know-how. By maintaining a constant focus on the needs of our customers, we aim to lower the running cost of our product and services through efficient and time saving solutions and products. At the same time
developing new concepts, product portfolios and services, we are continuously looking for ways to improve what we already have as a “Complete Solutions” in our portfolio. Never being satisfied with the status quo is one way of maintaining our competitiveness in the Industry arena.
Our commitment to customers is backed by over 27 years of Eureka Forbes expertise, a nationwide service network and strategic alliances with world leaders. Whatever business you are in, our comprehensive range of solutions enables you to maintain a hygienic, safe and productive work environment.
4. FORBES LUX :
Opening Doors to a Healthier, happier world.
For over 100 years now, millions of people across the globe have opened their doors to health.
Lux International AG, Switzerland is an organisation backed by over 100 years of experience, over 20 million customers and Eureka Forbes Ltd., India, one of the largest direct selling company in Asia with an active database of over 5 million customers and 25 years of developing relationships. The Forbes and Lux Groups joined hands in their
expansion world over and laid the foundation for the Forbes Lux Group with its
headquarters in Switzerland. The new company with a 50:50 shareholding between both companies, aims to develop direct sales operations around the world, operating with two strong brands, Forbes and Lux.
The two companies partnering to form Forbes Lux Group are well known market leaders in their respective markets, share a common goal of understanding the consumers,
bringing to them high quality solutions and above all, developing lasting relationships. Forbes Lux Group is about building healthy relationships. With their range of water purifiers, vacuum cleaners, steam cleaners, air purifiers and more, the group offers innovations for a healthier, happier life at home to people across the world.
CHAPTER – 5
PRODUCT OF
PRODUCT OF EUREKA FORBES:
(A) VACCUM CLEANER
1.
Euro cleans Robocleanz:
Introducing Euroclean robocleanz. India's first automatic vacuum cleaner. From now you don't need to take time off your busy schedule to clean your home. All you need to do is switch on your robocleanz. It will clean your home automatically. Its unique combination of design and style ensures that your home remains clean and dust-free. Go ahead. Enjoy the convenience of cleaning your home without actually spending time on it.
>> Buy Now for Rs. 6,990/-
>> Pay by Cash on delivery
>> TCI XPS Express Delivery
>> Get Free Demo @ your home
* Available in the comfort of your home through the trained direct sales
specialist of Eureka Forbes.
2. Euroclean ACE :
The new Euroclean ACE is equipped with deep cleaning+ technology. It
extracts the toughest dirt that contains asthma and allergy causing dust mites,
ensuring a clean and healthy home.
>> Buy Now for Rs. 7,990/-
>> Pay by Cash on delivery
>> TCI XPS Express Delivery
>> Get Free Demo @ your home
* Available in the comfort of your home through the trained direct sales
specialist of Eureka Forbes.
3. Euroclean XForce:
Product Overview
The Euroclean Force is a new age vacuum cleaner, which is powerful and
truly international in its design.
>> MRP Rs. 7,790/-
>> Pay by Cash on delivery
>> TCI XPS Express Delivery
>> Get Free Demo @ your home
* Available in the comfort of your home through the trained direct sales
specialist of Eureka Forbes.
3. Euroclean Litevac:
Product feature : Handy/Stick, 2 way bagless type.
>> MRP Rs. 2,500/-
>> Pay by Cash on delivery
>> TCI XPS Express Delivery
>> Get Free Demo @ your home
* Available in the comfort of your home through the trained direct sales
specialist of Eureka Forbes.
* Available for bulk/institutional purchase and available in select towns
Through our franchisee channel.
Water Purifiers :
Aquaguard UV+RO+UF:
>> Aquaguard Total SENSA
The Aquaguard Total Sensa is the World's only purifier equipped with E-boiling +, UV+, RO+ UF+ and SMP+ technologies that can purify any kind of water. No Matter where you live. Its Patented BluG technology senses the quality of water. Then auto selects the best purification technology to purify your water. SMP+ ensures that the TDS level in your water is constant and gives you the triple benefit of sweetness, minerals and purity. Giving you water that's perfectly balanced, with the right amount of minerals and salts. >> Buy Now for Rs. 17,900/-
>> Pay by Cash on delivery >> TCI XPS Express Delivery >> Book Now for Rs. 3,000/- >> Get Free Demo @ your home
* Available in the comfort of your home through the trained direct sales specialist of Eureka Forbes.
2. Aquaguard UV models:
2(A). Aquaguard Total INFINITI
Product Overview:
Aquaguard Total INFINITI is powered with the advanced Intell e-boiling+ technology. These innovative, duo-boiling technology purifiers the water twice ensuring that the water your family drinks is doubly purified and safe. What's more, it's backed by the state-of-the-art Nano Silver Activated Carbon Block developed in collaboration with IIT-Chennai. Active Silver Technology uses Nano Silver to effectively control contamination, bacterial growth as well as reduce pesticides and lead from your drinking water, making the water lead and pesticide safe. Ultimately, providing double purification and double protection to your family.
>> Buy Now for Rs. 9,590/- >> Pay by Cash on delivery >> TCI XPS Express Delivery >> Book Now for Rs. 1,900/- >> Get Free Demo @ your home
2 (B). Aquaguard Classic:
Product Overview :
Powered with e-boiling+ intelligent purity sensor system and mineral Preserver system, Aquaguard Classic removes physical, chemical and Water-borne disease causing bacteria, virus and protozoa from your Drinking water ensuring that the water your family drinks is absolutely Pure and safe. Aquaguard Total Water Purifiers are the only purifiers in India that are endorsed by the Indian Medical Association.
>> MRP Rs. 7,390/-
2. (C) Aquaguard Compact:
Product Overview:
Powered with e-boiling+, an Intelligent Purity Sensor system and Mineral Preserver system, Aquaguard Compact removes waterborne disease-causing organisms, impurities and more, ensuring that the water your child drinks is absolutely pure and safe. Only Aquaguard guarantees every mother totally pure water, by offering a range of solutions to take care of every impurity.
>> Buy Now for Rs. 7,790/- >> Pay by Cash on delivery
2. (D) Aquaguard Booster:
Product Overview:
Aquaguard is proud to introduce to you the Aquaguard Booster. Equipped with E-boiling +, a unique SMPS system and an in-built Water pressure enhancer, the Booster is
specially designed for areas with low water pressure and no running Water, ensuring that your child gets pure drinking water. Every time.
>> Buy Now for Rs. 9,190/- >> Book Now for Rs. 1,800/-
2. (E Aquaguard Hi-Flow :
Product Overview:
Equipped with E-boiling+, an Intelligent Purity sensor system and Mineral Preserver system, the Hi Flow ensures that your child drinks only pure, safe water.
>> Buy Now for Rs. 9,490/- >> Pay by Cash on delivery >> Book Now for Rs. 1,900/-
3. Aquaguard RO Models:
3. (A) Aquaguard Total Protect+:
Product Overview:
The Aquaguard Total RO PROTEC+ is the next generation RO water purification system. Unlike conventional RO purifiers the latest 3G technology electronically enhances the membrane life. It not only eliminates physical, chemical and microbiological
contaminants but also removes tough new-age contaminants like Lead, Pesticides and Heavy metals. What's more the New Aquaguard Total RO PROTEC+ comes with increased storage capacity of 10 liters that ensures you never run out of pure water for your child because your child deserves nothing but the very best.
>> Buy Now for Rs. 13,500/- >> Pay by Cash on delivery >> TCI XPS Express Delivery >> Book Now for Rs. 2,700/-
* Available in the comfort of your home through the trained direct sales specialist of Eureka Forbes
3. (B) Aquaguard Total Reviva:
Product Overview:
Aquaguard Total introduces you to the revolutionary Reviva. Equipped with Reverse Osmosis Plus, the new Reviva removes harmful lead, a cause of brain damage, especially in young children. It also helps protect your family from water-borne disease-causing bacteria, viruses and protozoa. It also eliminates harmful disease-causing chemicals like pesticides and more, ensuring that every drop of water your family drinks is pure and safe.
>> Buy Now for Rs. 9,990/- >> Pay by Cash on delivery >> TCI XPS Express Delivery >> Book Now for Rs. 2,000/- >> Get Free Demo @ your home
* Available in the comfort of your home through the trained direct sales specialist of Eureka Forbes.
3. (C)
Aquaguard Total Atom:
Product Overview:
Specially designed for areas with hard water, the ultra compact ATOM RO water purifier is equipped with the unique Reverse Osmosis technology and a 5-stage purification that reduces the TDS level of water and revives its sweet taste. It also eliminates physical chemicals and microbiological contaminants including Lead, pesticides and heavy metals. Furthermore, it comes with a sufficient storage capacity of 4 liters to suit the requirements of small and medium sized families.
The ATOM is here! Make sure your child gets only pure healthy and sweet drinking water.
>> MRP Rs. 8,490/-
>> TCI XPS Express Delivery >> Book Now for Rs. 2,000/- >> Get Free Demo @ your home
* Available for bulk/institutional purchase and available in select towns through our franchisee channel.
3. (C) Aquaguard UF:
Product Overview:
Aquaguard Ultra uses Ultra Purification technology, an advance purification process that filters impurities even in the molecular range, including bacteria, virus, cysts, etc. The purifier uses a membrane with 0.01 micron pore size that acts as a molecular sieve. >> MRP Rs. 4,990/-
>> TCI XPS Express Delivery >> Book Now for Rs. 1500/- >> Get Free Demo @ your home
• Available for bulk/institutional purchase and available in select towns through our franchisee channel.
3. (D) Aqua Sure Elegant DX:
Product Overview:
Elegant DX has an elegant design with 5 Stage RO Purification and a storage capacity of 8 lets.
>> MRP Rs. 12,490/-
>> TCI XPS Express Delivery >> Book Now for Rs. 45, 00/- >> Get Free Demo @ your home
* Available at all leading Consumer Durable, Home Appliance and Modern Organized Retail Outlets
3. (E) Aqua Sure Elegant RO:
Product Overview:
Aqua Sure Elegant RO is an electric water purifier with advanced technology that kills harmful bacteria & viruses to give your family 100% pure and safe drinking water.
• >> MRP Rs. 9,990/-
All Features:
Available in Low TDS 5 Stage RO Purification Storage Capacity 6 LMicro switch float to avoid over flow Manual flush facility
4. Aqua Sure Storage:
4. (A) Aqua Sure Xtra:
Product Overview:
Aqua Sure Xtra storage water purifier with advanced technology that kills harmful bacteria and viruses and gives 100% pure and safe water.
• >> MRP Rs. 1,390/-
Product Features:
No electricity required No running water No boiling required
Special float ensures double storage capacity. Water can be stored in top and bottom containers Ensures 18 liters capacity at all times
Pure and Safe water for the family - Kills all disease-causing bacteria and viruses.
4. (c) Aqua Sure Supreme 3000:
Product Overview
The new Aqua Sure storage water purifier, with advanced technology kills harmful
bacteria and viruses. It ensures 100% pure and safe drinking water for your family’s good health.
• >> MRP Rs. 2,990/-
• * Available at all leading Consumer Durable, Home Appliance and Modern Organized Retail Outlets.
Product
Features
Unique 5 stage purification Storage water purification No electricity is required Cartridge life 3000 Liter Unique Water level Indicator
5. Aqua Sure UV:
5(a).x Aqua Sure Crystal
Product Overview:
Aqua Sure Crystal UV is a multistage electric water purifier with advanced technology that kills harmful bacteria & viruses, giving your family 100% pure and safe drinking water.
>> MRP Rs. 7,650/-
• Available at all leading Consumer Durable, Home Appliance and Modern Organized Retail Outlets.
Product
Features
:1. Ensures your purifier works even during voltage fluctuation. 2. Avoids wastage of pure water.
5. (B) Aqua Sure Ivory Do
Product Overview
Aqua Sure Ivory Do, a 3 stage UV electric water Purifier with advanced technology that kills harmful bacteria & Virus and gives your family 100% pure & safe drinking water and good health.
Product Features:
In-built Voltage stabilizer
Ensures your purifier works even during voltage fluctuations. Dual cartridge life
Compact yet powerful cartridge. Hi flo
delivers 2 L water in a minute Error Indication
5(c) AquaSure Aquaflow Dx:
Product Overview:
Aqua sure Aqua Flow Dx is a UV multistage electric water purifier with advanced technology that kills harmful bacteria & viruses to give your family 100% pure and safe drinking water.
>> MRP Rs. 4,990/-
Product Features:
In-built Voltage stabilizer
Ensures your purifier works even during voltage fluctuations. Dual cartridge life
Compact yet powerful cartridge. Hi flo
Delivers 2 L water in a minute Error Indication
5. (d) AquaSure Storage UV :
Product Overview:
AquaSure Storage UV is a 4 stage UV electric water purifier powered by advanced technology that kills harmful bacteria & viruses, to give your family 100% pure & safe drinking water.
• >> MRP Rs. 3,990/-
Product Features:
4 Stage UV Water Purifier:
The purification process involves 4 stages: Particulate filter removes all floating particles; The Sediment filer removes any remaining particles; Carbon Block removes organic & chemical compounds; and lastly the UV technology eliminates water-borne disease causing bacteria & viruses
In-built Voltage stabilizer:
Ensures your purifier works even during voltage fluctuations, ranging from 150V-270V. Water level Indicator
Indicates the level of pure water available in store.
Energy saver mode The Energy saver mode enhances the life of the UV lamp while saving energy.
6. Institutional Products:
6.(a) Aquaguard Cooler Cum Purifier :
Product Overview:
Today, in many work places, commercial establishments, restaurants, etc a water purifier is attached to a cooler, which means water is first purified then cooled but how often is the cooler storage tank cleaned? So the chances of re-contamination are high and the water you are drinking may not to free from diseases-causing bacteria and viruses. That makes the use of the purifier before the cooling process completely futile. Aquaguard cooler cum purifier has the technology to ensure that your drinking water is not just cool but also 100% safe. It comes with the ISO 9001 Certification and purification capacity of 40 liters’ per hour.
INDUSTRAIL MODEL:
1. Aquaguard AG 200:
AG 200 comes from the makes of Aquaguard, with international water purification technology. So you can be sure you are drinking safe water that conforms to WHO standards and that you are protected from dangerous water borne diseases. So now, large commercial establishments like hotels, factories, manufacturing industries, hospitals etc., as well as smaller commercial establishments like schools, restaurants, institutions,
clinics, nursing homes, etc can be assured of safe drinking water. Aquaguard 200 is designed to purify water, no matter what the source of water supply. One look at their advanced features and you know you can trust Aquaguard to protect you and your employees from all water borne diseases.
2. Aquaguard REVIVA - RO 25 LPH Basic:
The RO Membrane used in Aquaguard REVIVA Institutional Reverse Osmosis
purification system has a 0. 0001 micron pore size, which prevents the passage of micro-organisms and total dissolved salts. This makes water lighter, taste natural and safe to drink. Aquaguard REVIVA Institutional Reverse Osmosis purification system makes the water both chemically and micro-biologically potable by reducing hardness, TDS, heavy metal contaminants like Arsenic, Lead, and Mercury and by removing pathogenic micro-organisms. Consequently, it revives the original taste of water. Its unique 6 stage
purification process also reduces pesticides in the water and reduces scale formation, when water is heated.
Product Features:
6 Stage purification process
Equipped with the revolutionary Reverse Osmosis technology and 6- stage purification process.
Higher capacity
Aquaguard REVIVA Institutional Reverse Osmosis water purification System uses special membrane elements, which produces higher quantity of treated water, ensures faster and continuous supply of water.
Micro-biologically Potable
Makes water both chemically and microbiologically potable by reducing hardness, TDS, heavy metal contaminants and by removing waterborne pathogenic micro-organisms. No Need for bottled water
With Aquaguard REVIVA Institutional Reverse Osmosis Purification System. you won't need bottled water anymore.
Self - Cleaning System This ensures superior and effective membrane performance by auto-flushing every hour
3. Aquaguard REVIVA - RO 50 LPH Basic:
The RO Membrane used in Aquaguard REVIVA Institutional Reverse Osmosis
purification system has a 0. 0001 micron pore size, which prevents the passage of micro-organisms and total dissolved salts. This makes water lighter, taste natural and safe to drink. Aquaguard REVIVA Institutional Reverse Osmosis purification system makes the water both chemically and micro-biologically potable by reducing hardness, TDS, heavy metal contaminants like Arsenic, Lead, and Mercury and by removing pathogenic micro-organisms. Consequently, it revives the original taste of water. Its unique 6 stage
purification process also reduces pesticides in the water and reduces scale formation, when water is heated.
Features:
6 Stage purification process :
Equipped with the revolutionary Reverse Osmosis technology and 6- stage purification process.
Higher capacity
Aquaguard REVIVA Institutional Reverse Osmosis water purification System uses special membrane elements, which produces higher quantity of treated water, ensures faster and continuous supply of water.
Micro-biologically Potable
Makes water both chemically and microbiologically potable by reducing hardness. TDS, heavy metal contaminants and by removing waterborne pathogenic micro-organisms.
No Need for bottled water
With Aquaguard REVIVA Institutional Reverse Osmosis Purification System. you won't need bottled water anymore.
Self - Cleaning System This ensures superior and effective membrane performance by
4. Aquaguard REVIVA - RO 25 LPH Storage:
The RO Membrane used in Aquaguard REVIVA Institutional Reverse Osmosis
purification system has a 0. 0001 micron pore size, which prevents the passage of micro-organisms and total dissolved salts. This makes water lighter, taste natural and safe to drink. Aquaguard REVIVA Institutional Reverse Osmosis purification system makes the water both chemically and micro-biologically potable by reducing hardness, TDS, heavy metal contaminants like Arsenic, Lead, and Mercury and by removing pathogenic micro-organisms. Consequently, it revives the original taste of water. Its unique 6 stage
purification process also reduces pesticides in the water and reduces scale formation, when water is heated.
Features:
6 Stage purification process
Equipped with the revolutionary Reverse Osmosis technology and 6- stage purification process.
Higher capacity
Aquaguard REVIVA Institutional Reverse Osmosis water purification System uses special membrane elements, which produces higher quantity of treated water, ensures faster and continuous supply of water.
Micro-biologically Potables
Makes water both chemically and microbiologically potable by reducing hardness. TDS heavy metal contaminants and by removing water borne pathogenic micro-organisms.
No Need for bottled water
With Aquaguard REVIVA Institutional Reverse Osmosis Purification System. you won't need bottled water anymore.
Self - Cleaning System This ensures superior and effective membrane performance by
CHAPTER -6
Corporate Social
Responsibility & Awards
of Eureka Forbes Ltd
Corporate Social Responsibility:
Installation of Water Purifiers when Mumbai was submerged.
Our zeal of being “Friends for Life” is not restricted to just our customers.
Corporate Social Responsibility has always been an integral part of Eureka
Forbes. Over a period of 28 years we have been undertaking CSR programs
across the country. Be it setting up of recreational Parks for the elderly or
installing free water purification systems in times of calamities, we have
actively contributed towards the welfare of the society.
On July 26th, when Mumbai was submerged due to exceptionally heavy rains
we installed Water Purification Units across Mumbai to provide safe drinking
water to the affected people.
Water Purifiers installations during Tsunami:
On 26th Dec, when Tamil Nadu was faced with the devastation caused by the tsunami, we installed high capacity
water purification systems in 30 locations. Eureka Forbes Actively worked with a Leading NGO- World Vision in this effort.
Jagrut Mumbaikar Program
On November 27, 2008, the day after the Mumbai terror attacks, we installed four water purifications units at St. George Hospital, Mumbai to provide safe drinking to victims and their families.
Our Jagrut Mumbaikar Programmer, in association with the Mumbai Police and Mumbai Fire Brigade is focused on showing citizens and co-operative societies how to safeguard their living environment. Mumbaikars actively participated in the program which is the first of it’s kind.
Diwali celebrations with the senior citizens
As a part of our active community service we have also undertaken the work of creating community parks made especially for the senior citizens. Diwali celebrations were held with the senior citizens of Shivaji Park – Nana Nani Park, Mumbai.
As a part of our active community service we have also undertaken the work of creating community parks made especially for the senior citizens. Diwali celebrations were held with the senior citizens of Shivaji Park – Nana Nani Park, Mumbai.
Eureka Forbes Institute of Environment:
The Eureka Forbes Institute of Environment (EFIE) is a non-profit body of likeminded professionals. It was set up in 2000 by Eureka Forbes Limited to promote awareness about managing our natural water and air resources.
We are guided by a Vision which states: Unpolluted water and air is our children’s birthright.
The Eureka Forbes Institute of Environment came into being as a part of the companies social responsibility drive. Ever since its inception, EFIE has set up a set of goals for which constant endeavors are undertaken:
To be a “living proof” of the corporate vision of Eureka Forbes “A happy, healthy, safe and pollution free world based on long lasting customer
To create innovative and educative touch points for citizens to experience the contribution of Eureka Forbes through a new dimension.
To be recognized as a significant contributor to the environmental education and be seen as having “earned” rights to participate in the environment news/debate space that is likely to be increasingly at the center of public interest.
Aquachek water labs conducting free water tests in 14 cities across India. The various projects undertaken by EFIE include:
Euro E Index Program: Under this program we have successfully provided data related to pollution and other environmental facts for eight long years without fail. Other activities under this include city wise comparison of water quality, daily water watch for 14 cities, etc. in collaboration with NDTV 24x7. Currently the show is being aired on NDTV, while it began with Star News. Both these programs are the world’s first and India is the first country to have daily pollution data telecast through the electronic medium of television”.
Euro Rainwater Harvesting Program
° Eureka Forbes through the Eureka Forbes Institute of Environment initiated a movement on ‘Rain Water Harvesting in Urban India with special focus on Mumbai. The objective is to create citizens involvement in working out a solution to the Water crisis. Following services are offered through this program:
- Educating masses about Rainwater Harvesting - Technical Consultancy
Aqua Ambassador School Program: Eureka Forbes Institute of Environment and Rotary Club of Mumbai have joined hands for carrying out the “Aqua Ambassador” program with the goal of creating awareness and educating the school children on water conservation. Uniting to Safeguard the Environment (USE) Course: The USE course is specially designed for corporate employees to understand about the environment in a macro sense and tries to use the learning in implementing the same at field level.
Project Jaldhara: An innovative project ‘Jaldhara’ was implemented with the purpose of water conservation in Badlapur area. The project was initiated by HSBC bank under their HSBC Bank’s Global Leadership Series in partnership with Eureka Forbes Institute of Environment (EFIE) and a Mumbai-based NGO called Members of Brotherhood (MOB).
Awards of Eureka Forbes Ltd.
Eureka Forbes has received many prestigious accolades since its inception - be
it in relation to our products, our people practices or our social responsibility.
We continue to make our mark in each of these fields thanks to the continuous
support of our untiring people, fondly called Euro champs; our ever supportive
customers, our associates and our partners. This drives us to continuously
strive to outdo ourselves as a company and reinstate our position as friends for
life. Forever
1. UNESCO Water Digest Award
At the first UNESCO-Water Digest Awards Night, we bagged one award. At the second UNESCO-Water Digest Awards Night, we doubled our wins to two. And at the third UNESCO-Water Digest Awards Night - in the presence of dignitaries such as the Humble Minister of Parliamentary Affairs & Water Resources Mr. Paean Kumar Banal, UNESCO Director Mr. Armoogum Parsuramen, Secretary-General - PHDCCI (PHD Chamber of Commerce and Industry) Mr. Krishna Kalra and Chief - FAO (Food and Agriculture Organization of the United Nations) Mr. Gavin Wall - we went one better and registered a triple triumph!
Three wins in three years as the Best Complete Domestic Water Solutions Provider, two consecutive wins as Best Domestic RO Water Purifier (this time for Aquaguard Total Protect+) and also, a win for Aqua Sure Storage Water Purifier as Best Domestic Non-electric Water Purifier.
This year we have also received three ‘Distinguished’ recognitions - Distinguished Water R&D and Technological Breakthrough for Aquaguard Total Sensa, Distinguished Best Domestic UV Water Purifier for Aquaguard Total Infiniti and Distinguished Upcoming Water Company for Forbes Water.
We continue to be the leaders in water purification. And what is very commendable is that this prestigious recognition spanned the various facets of our water business and all technologies...from the pioneer and flagship Aquaguard to Aqua Sure and to Forbes Water.
2.
Super brand - Aquaguard 2009-10 :
Aquaguard and Euro clean being elevated yet again to the status of ‘Super brands’, confirming their undoubted leadership of their respective
Categories. This is the third time in a row that this prestigious status has been conferred on ‘Aquaguard’ and the second time on ‘Euro clean’.
3. The Frost & Sullivan Environment Excellence Awards
2009 :
The Frost & Sullivan Environment Excellence Awards 2009 - India celebrated
Exemplary achievements by companies in the environment industry in Water
& Waste Water Treatment, Waste Management, Air Pollution Control and
Point of Use Water Treatment Systems. These companies created innovative
Best practices to capitalize on the tremendous opportunities in the sector and
attain a competitive .
CHEPTER – 7
Customer’s satisfaction &
Consumer Behavior
CUSTOMER:
A customer (also known as a client, buyer, or purchaser) is usually used to refer to a current or potential buyer or user of the products of an individual or organization, called the supplier, seller, or vendor. This is typically through purchasing or renting goods or services. However, in certain contexts, the term customer also includes by extension any entity that uses or experiences the services of another. A customer may also be a viewer of the product or service that is being sold despite deciding not to buy them. The general distinction between a customer and a client is that a customer purchases products,
whereas a client purchases services.
The word derives from "custom," meaning "habit"; a customer was someone who frequented a particular shop, who made it a habit to purchase goods of the sort the shop sold there rather than elsewhere, and with whom the shopkeeper had to maintain a relationship to keep his or her "custom," meaning expected purchases in the future. The slogans "the customer is king" or "the customer is god" or "the customer is always right" indicate the importance of customers to businesses – although the last expression is sometimes used ironically.
However, "customer" also has a more generalized meaning as in customer service and a less commercialized meaning in not-for-profit areas. To avoid unwanted implications in some areas such as government services, community services, and education, the term "customer" is sometimes substituted by words such as "constituent" or "stakeholder". This is done to address concerns that the word "customer" implies a narrowly commercial relationship involving the purchase of products and services. However, some managers in this environment, in which the emphasis is on being helpful to the people one is dealing with rather than on commercial sales, comfortably use the word "customer" to both internal and external customers.
OBSOLETE meaning: In the early 17th century customer was defined as a "common prostitute". This meaning is important for understanding historical literary works. ("I marry her! What, a customer?")Othello, or ("I think thee now a common customer") All's Well that Ends Well.[1] Today the meaning of "customer" has been inverted in this usage. Consumer is a broad label for any individuals or households that use goods and services generated within the economy. The concept of a consumer occurs in different contexts, so that the usage and significance of the term may vary.
In economics and marketing:
The "consumer" is the one who consumes the goods and services produced. As such, consumers play a vital role in the economic system of a nation because in the absence of the effective demand that emanates from them, the economy virtually collapses. Mahatma Gandhi said a customer is the most important visitor in our premises. He is not dependent on us, we are on him. He is not an interruption to our work; he is the purpose of it.
Typically when business people and economists talk of consumers they are talking about person as consumer, an aggregated commodity item with little individuality other than that expressed in the buy/not-buy decision. However there is a trend in marketing to individualize the concept. Instead of generating broad demographic profiles and psycho-graphic profiles of market segments, marketers have started to engage in personalized marketing, permission marketing, and mass customization.
There is increasing backlash from the public over use of the label "consumer" rather than "customer", with many finding it offensive and derogatory.
In law and politics:
The law primarily uses the notion of "consumer" in relation to consumer protection laws, and the definition of consumer is often restricted to living persons (i.e. not corporations or businesses) and excludes commercial users. A typical legal rationale for protecting the consumer is based on the notion of policing market failures and inefficiencies, such as inequalities of bargaining power between a consumer and a business. As of all potential voters are also consumers, consumer protection takes on a clear political significance. Concern over the interests of consumers has also spawned much activism, as well as incorporation of consumer education into school curricula There are also various non-profit publications, such as Consumer Reports and Choice Magazine, dedicated to assist in consumer education and decision making, and Consumer Direct in the UK.
In India, the Consumer Protection Act 1986 clearly differentiates a consumer as consuming a commodity or service either for his personal domestic use or to earn his livelihood. Only consumers are protected as per this act and any person, entity or organization purchasing a commodity for commercial reasons are exempted from any benefits of this act. Furthermore, Indian case law has quite a few references on how to distinguish a consumer from a customer.
Customer satisfaction :
Frequently used in marketing, is a measure of how products and services supplied by a company meet or surpass customer expectation. . Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals.
It is seen as a key performance indicator within business and is part of the four of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy.
Within organizations, customer satisfaction ratings can have powerful effects. They focus employees on the importance of fulfilling customers’ expectations. Furthermore, when these ratings dip, they warn of problems that can affect sales and profitability. These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-mouth marketing, which is both free and highly effective.
Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able do this, firms need reliable and reprehensive measures of satisfaction.
In researching satisfaction, firms generally ask customers whether their product or service has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When customers have high expectations and the reality falls short, they will be
disappointed and will likely rate their experience as less than satisfying. For this reason, a luxury resort, for example, might receive a lower satisfaction rating than a budget
motel—even though its facilities and service would be deemed superior in “absolute” terms.
The importance of customer satisfaction diminishes when a firm has increased bargaining power. For example, cell phone plan providers, such as AT&T and Verizon, participate in an industry that is an oligopoly, where only a few suppliers of a certain product or service exist. As such, many cell phone plan contracts have a lot of fine print with provisions that they would never get away if there were, say, a hundred cell phone plan providers,
because customer satisfaction would be way too low, and customers would easily have the option of leaving for a better contract offer.
There is a substantial body of empirical literature that establishes the benefits of customer satisfaction for firms.
Purpose:
A business ideally is continually seeking feedback to improve customer satisfaction. Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty. Customer satisfaction data are among the most frequently collected indicators of market perceptions. Their principal use is twofold.
1. Within organizations, the collection, analysis and dissemination of these data send a message about the importance of tending to customers and ensuring that they have a positive experience with the company’s goods and services
2. Although sales or market share can indicate how well a firm is performing currently, satisfaction is an indicator of how likely it is that the firm’s customers will make further purchases in the future. Much research has focused on the relationship between customer satisfaction and retention. Studies indicate that the ramifications of satisfaction are most strongly realized at the extremes. On a five-point scale, individuals who rate their satisfaction level as are likely to become return customers and might even evangelize for the firm. (A second important metric related to satisfaction is willingness to recommend. This metric is defined as "The percentage of surveyed customers who indicate that they would recommend a brand to friends." When a customer is satisfied with a product, he or she might recommend it to friends, relatives and colleagues. This can be a powerful marketing advantage.) Individuals who rate their satisfaction level as “1,” by contrast, are unlikely to return. Further, they can hurt the firm by making negative comments about it to prospective customers. Willingness to recommend is a key metric relating to customer satisfaction.
Organizations need to retain 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 measured at the individual level, but it is almost always reported at an aggregate level. It can be, and often is, measured along various dimensions. A hotel, for example, might ask customers to rate their experience with its front desk and check-in service, with the room, with the amenities in the room, with the restaurants, and so on. Additionally, in a holistic sense, the hotel might ask about overall satisfaction “with your stay.
As research on consumption experiences grows, evidence suggests that consumers purchase goods and services for a combination of two types of benefits: hedonic and utilitarian. Hedonic benefits are associated with the sensory and experiential attributes of the product. Utilitarian benefits of a product are associated with the more instrumental and functional attributes of the product (Batra and Athola 1990).
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.
Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988 provides the basis for the measurement of customer satisfaction with a service by using the gap between the customer's expectation of performance and their perceived
experience of performance. This provides the measurer with a satisfaction "gap" which is objective and quantitative in nature. Work done by Cronin and Taylor propose the
"confirmation/disconfirmation" theory of combining the "gap" described by Parasuraman, Zeithaml and Berry as two different measures (perception and expectation of
performance) into a single measurement of performance according to expectation. The usual measures of customer satisfaction involve a survey with a set of statements using a Likert Technique or scale. The customer is asked to evaluate each statement and in term of their perception and expectation of performance of the organization being measured. Their satisfaction is generally measured on a five-point scale.
Customer satisfaction data can also be collected on a 10-point scale.
Regardless of the scale used, the objective is to measure customers’ perceived satisfaction with their experience of a firm’s offerings. It is essential for firms to effectively manage customer satisfaction. To be able do this, we need accurate measurement of satisfaction. Good quality measures need to have high satisfaction loadings, good reliability, and low error variances. In an empirical study comparing commonly used satisfaction measures it was found that two multi-item semantic differential scales performed best across both hedonic and utilitarian service consumption contexts. According to studies by Wirtz & Lee (2003), they identified a six-item 7-point semantic differential scale (e.g., Oliver and Swan 1983), which is a six-item 7-point bipolar scale, that consistently performed best across both hedonic and utilitarian services. It loaded most highly on satisfaction, had the highest item reliability, and had by far the lowest error variance across both studies. In the study, the six items asked respondents’ evaluation of their most recent experience with ATM services and ice cream restaurant, along seven points within these six items: “please me to displeased me”, “contented with to disgusted with”, “very satisfied with to very dissatisfied with”, “did a good job for me to did a poor job for me”, “wise choice to poor choice” and “happy with to unhappy with”.
A semantic differential (4 items) scale (e.g., Eroglu and Machleit 1990) , which is a four-item 7-point bipolar scale, was the second best performing measure, which was again consistent across both contexts. In the study, respondents were asked to evaluate their experience with both products, along seven points within these four items: “satisfied to dissatisfied”, “favorable to unfavorable”, “pleasant to unpleasant” and “I like it very much to I didn’t like it at all”.
The third best scale was single-item percentage measure, a one-item 7-point bipolar scale (e.g., Westbrook 1980). Again, the respondents were asked to evaluate their experience on both ATM services and ice cream restaurants, along seven points within “delighted to terrible”. It seems that dependent on a trade-off between length of the questionnaire and quality of satisfaction measure, these scales seem to be good options for measuring customer satisfaction in academic and applied studies research alike. All other measures tested consistently performed worse than the top three measures, and/or their performance varied significantly across the two service contexts in their study. These results suggest that more careful presetting would be prudent should these measures be used.
Finally, all measures captured both affective and cognitive aspects of satisfaction, independent of their scale anchors. Affective measures capture a consumer’s attitude (liking/disliking) towards a product, which can result from any product information or experience. On the other hand, cognitive element is defined as an appraisal or conclusion on how the product’s performance compared against expectations (or exceeded or fell short of expectations), was useful (or not useful), fit the situation (or did not fit),
