CHAPTER I INTRODUCTION AND DESIGN OF THE STUDY Consumer satisfaction is important to the marketer because it is generally assumed to be a significant determinant of repeat sales, positive word – of – mouth, and because if reflects a positive from the outlay of scarce resources and the fulfillment of unmet needs. Traditional approaches to the study consumer behavior have emphasized the concept of consumer satisfaction as the post purchase period. Satisfaction is believed to medicate consumer learning from prior experience and to explain key post purchase activities. Such as complaining, word of mouth, and product usage. Satisfaction is a post choice evaluative judgment concerning a specific purchase selection. Although attitude like, the concept of satisfaction is distinguished from attitude toward the product or brand, 1
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CHAPTER I
INTRODUCTION AND DESIGN OF THE STUDY
Consumer satisfaction is important to the marketer because it is generally
assumed to be a significant determinant of repeat sales, positive word – of – mouth,
and because if reflects a positive from the outlay of scarce resources and the
fulfillment of unmet needs. Traditional approaches to the study consumer behavior
have emphasized the concept of consumer satisfaction as the post purchase period.
Satisfaction is believed to medicate consumer learning from prior experience and to
explain key post purchase activities. Such as complaining, word of mouth, and
product usage.
Satisfaction is a post choice evaluative judgment concerning a specific
purchase selection. Although attitude like, the concept of satisfaction is distinguished
from attitude toward the product or brand, which represents a more generalized
evaluation of a class of purchase objects. In fact satisfaction has been established as a
key casual agent responsible for experience based attitude change. Whether the buyer
is satisfied after purchase depends on the offer’s performance in relation to the
buyer’s expectations. In general, satisfaction is a person’s feelings of pleasure or
disappointment resulting from comparing a product’s perceived performance (or
outcome) in relation to his or her expectations.
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As this definition moves clear, satisfaction is a function of perceived and
expectations. If the performance falls short of expectations the consumer is
dissatisfied. If the performance matches the expectations the consumer is satisfied. If
the performance exceeds expectations the consumer is highly satisfied or delighted.
Many companies are aiming for high satisfaction because customers who are
just satisfied still find it easy to switch over when a better offer comes along. Those
who are highly satisfied are much less ready to switch over. High satisfaction or
delight creates an emotional bond with the brand, not just a rational preference. The
result is high customer loyalty. How do buyers from their expectations? From the
past buying experience, friends, and associates advice and marketers and competition
information and promise. One of the Honda’s ads says “one reason, our customer are
so satisfied is that w aren’t. Niscan invites potential infinite buyers to drop inn for a
‘guest drive’ because the Japanese word for customer is “Honored guest”.
The key to generate high customer loyalty is to deliver high customers value.
According to Michael Lanning, in his delivering profitable value, a company must
develop a competitively superior value proposition and a superior “value – Delivery
System”. A company value proposition is much more than its positioning on a single
attributes, it is a statement about the resulting experience customers will have from
the offering and their relationship with the supplier. The brand must represents a
promise about the total resulting experience that customers can expect whether the
promise is kept depends upon the company’s ability to manage its value delivered
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system. The valued delivery system includes all the communication and channel
experience, a customer will have on the way to obtain the offer.
THE INDIAN CUSTOMER
Every buyer is a product of his own economic and social environment. In
applying the theories to understand the behavioral dynamics of the Indian customer,
one has to be cautious. Most of the buyer behavior models and finding have been
developed with the sophisticated 100 western buyers as the focus. But to understand
the peculiarities of the Indian customer, to construct his buying profile, he has to be
studied in relation to his environment in culture and tradition, his educational and
economic status, his level of exposure and the degree of his sophisticated.
A comprehensive study of the Indian customer has not been undertaken so far,
of course, quite few a studies have been conducted by a academic institutions and
individual research on isolated aspects of the buying behavior of the Indian customer.
Due to the diversity in religion and caste, languages and cultural styles, customs and
calendars, it will be mire practicable to classify the Indian customer on the basis of
this economic status as the rich Indian customer, the middle class customer and the
lower class customer. Numerically the first group is a negligible minority.
Though this group indulges in conspicuous consumption of a high order. It
does not form a demand base large enough for a manufacturing firm to concentrate
upon. The third category, the lower class customer group stands out as a striking
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contrast to the first. Its purchasing power is very low. It is the middle class that
constitutes the largest consuming sector of manufacturing goods in the country today.
For any market in the country, this group may offer maximum scope and the
maximum demand potential.
REVIEW OF LITERATURE
Consumer attitudes has been defined as” a social movement seeking to augment
the rights and powers of buyers in relation to sellers’ (kotler 1972, 49).millennia saw it
as “ A citizens’ movement which will make broad-reaching social, ecological and
political demands on suppliers of goods and services”(1990,5). Moneys defined it as
“the voicing of consumer discount and the furtherance of corrective action” (1960, 6).in
a third-world perspective, it has been defined as “the efforts made either by the
consumer himself, the government, and/or independent organizations to product the
consumer from the unscrupulous practices of business in their quest for profit” (onah
1979, 126)
Note that, according to Mayer (1989), consumer in developing countering
differs from that developed of countries in that two broad factors shape the LDC’S
consumers. The first factor is the indigenous characteristics of markets and consumers.
This is reflected by (a) lack of adequate levels of quality control locally manufactured
products, (b) inadequate transports and storage facilities and (c) low importance placed
on consumer satisfaction by sellers who willingly sells adulterated goods.
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The second “factor is external influence resulting from developed nation
exporting goods, consumption standards, and aspirations, as well as conception of
consumer policy to developing countries(Meyers 1989) .as a result, consumerism in
most LDCs is more a matter of government policy via legislation and efficient
enforcement than a matter of engaged public support (kayank 1982)
Attitudes are basically a psychological state care should be taken in the effort of
quantitative measurement, although a large quantity of research in this area has recently
been developed. Work done by berry, brooder between 1990 and 1998 defined ten
‘quality values’ which influence satisfaction behaviors, further expanded by beery in
2002 and known as the ten domains of satisfaction. These ten domains of satisfaction
include quality, value, timeless, efficiency, ease of access environment, inter-
departmental team work, front line service behaviors, commitment to the customer and
innovation. These factors are emphasized for continuous improvement and
organizational change measurement and are most often utilized to develop the
architecture for satisfaction measurement as an integrated model.
Work done by Parasuramant, Zeithaml and Berry 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. They provide the measure 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,
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ZEITHAML AND BERRY as two different measures (customer satisfaction and
expectation of performance) in to a single measurement of performance according to
expectation according to garb rang customer satisfaction equals performance divided by
expectation performance. Usual measure of customer satisfaction involve a survey with
a set of statements using a to liker technique to scale. The customer is asked to evaluate
each statement and in terms of their consumer Attitudes of the performance of the
organization being Attitudes measured
A considerable body of literature in a range of different disciplines exists on
consumption, consumer behavior, and consumer decision-making process. Research in
economics, business, marketing, psychology and sociology domains studies consumer
behavior from different theoretical premises: “for economists, consumption is used to
produce utility; for sociologists, it is a means of stratification; for anthropologists – a
matter of ritual and symbol; for psychologists – the means to satisfy or express
physiological and emotional needs; and for business, it is a way of making money”
(Fine 1997).
For more than a decade now, a range of studies that address environmentally
sound consumer behaviour, e.g. car use, waste sorting, minimization and recycling
practices have been conducted. However, few studies evaluated consumer acceptance of
the zPSS concept – a consumption based on non-ownership of physical products, see,
for example, studies on car sharing schemes (Schrader 1999; Meijkamp 2000), ski
rental and washing services (Hirschl, Konrad et al. 2001).
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One reason explaining the lack of studies in the area could be that, there are still
not many PSS schemes in place to serve as test grounds. Another reason could be
uniformity of research focus. The reason is probably that PSS ideas have been promoted
by researchers from the environmental management, marketing, design and engineering
fields, and to a lesser extent by sociologists, who hold the banner of research in
customer satisfaction.
OBJECTIVES OF THE STUDY
The following are the various objectives of the study:
To analysis Overall satisfaction factors.
To analyze profiles of the Chennai Airport.
To compare and contrast the factors for the customer satisfaction.
To give the findings and suggestion to the Chennai Airport.
STATEMENT OF THE PROBLEM
This study is an attempt to find out the nature of purchasing behavior and the
various possibilities of the customer satisfaction in the shopping malls. It is expected
that the results and findings of the study would enlighten the shopping malls as to
hoe they should make their purchasing decisions.
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SCOPE OF THE STUDY
This study concentrates on the growth profile of the Chennai Airport Service
and the area profile of the study. This study is carried out on a short term analysis on
relating to the performance of service with their customer.
METHODOLOGY
A research design is truly and simply basic frame work on plan for a study that
guides collection of data and analysis of the data. In customer surveys we adopted
this descriptive research for collecting and analysis of the data.
SELECTION OF THE UNIT
This study is carried out in various selections of units namely Chennai Airport
Service. We have adopted convenience sampling technique in our survey. In this
method the sampling units are chosen primary in accordance with the investigator is
convenience. The total sample consists of 55 respondents who are living in Muthupet
and surrounding places.
DATA COLLECTION METHOD
Primary Method
In this study primary data in collected through questionnaire. This method of
data collection is quite popular. Researcher collected the data by giving questionnaire
to the respondents directly by hand and collects thee information immediately.
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Secondary Data
Secondary data are collected for some earlier research work and are applicable
or usable in the study research. Secondary data are less expensive and can be
collected within a short period of time.
ANALYSIS OF DATA
To collect the required data direct interviews and enquires were made with the
respondents in the area. For this purpose, schedules were specially framed and used
for the customers. Before administering the interview schedule, a pilot study,
interview schedule were modified and administered according to nature of
households. The heads of the families or any of the families or any of the family
members contacted and interviewed. The data collected from respondents were
edited, analyzed and presented in form of tables. In this study, convenient sampling
method is used to collect data from the respondents. Further, statistical tool like
tables, percentage and diagrams are extensively used.
LIMITATIONS OF THE STUDY
The following are the various limitations to the study:
Time is a major factor which limits the research from undertaking a detailed study.
The findings are based on information given by the respondents.
The respondents might have given wrong answer to the research at some sequence.
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The researcher found it to go for more sampling among respondents is difficult.
The researcher found it difficult to visit all the places the researcher might be
biased.
CHAPTER SCHEME
Chapter I - It deals with introduction and design of the study.
Chapter II - This chapter contains the profiles of the study area.
Chapter III -This chapter contains the analysis and Interpretation of the Study.
Chapter IV - This final chapter contains the findings, suggestions and Conclusions.
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CHAPTER – II
PROFILES OF CHENNAI AIRPORT
Chennai Airport History:
Chennai International Airport, earlier known as Madras International Airport,
is located 7 km to the south of Chennai. It was in the year 1912 when the first
domestic flight had flown between Karachi and Delhi by the Indian state Air services
in association with the Imperial Airways, UK. It was one of the primary airports in
India and in the year 1954, was the last destination of Air India's first flight which
flew to Madras (Chennai) from Bombay (Mumbai) via Belgaum. The first
operational passenger terminal was constructed at the northeast side of the airport and
it was known as Meenambakkam Airport. The domestic operation started in 1985
and the airport started operations of International flights in 1989. The airport got its
new building in 2003 whereas the old one is used for cargo purpose at present.
Chennai Airport Terminals:
Terminal 1:
Kamaraj Terminal is a domestic terminal which connects the city with 20
destinations across India. There are several flights of some prominent airlines such as
Air India, Indigo 6E, Jet Airways/ Jet lite, Kingfisher and Spice jet.
Terminal 2:
The second terminal is for international operations and it is known as Anna
Terminal that connects the city with all the major destinations like London,
Frankfurt, Dubai, Muscat, Bahrain, Dhahran, Jeddah, Singapore, Kula Lampur and
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Sri Lanka. The terminal operates airlines such as Air India, Indian Airlines, British
Airways, Lufthansa, Singapore Airlines, Malaysian Airlines, Air Lanka, Oman Air,
Gulf Air and Saudi Airlines.
Facilities at Chennai Airport
Baggage Services:
At the airport, passenger will get luggage trolleys to carry their baggage
easily. One can also find baggage wrapping machine at the airport. The baggage
service is quite well and one can comfortably carry his or her luggage in and out of
the airport. For physically challenged people, wheel chairs with escorts are also
provided.
Places to Shop and Eat:
There are a lot of things to eat and shop at the airport such as TR Book Stall,
Handloom Handicraft stalls, Snack Bar, Tea Coffee bar, and several Juice Counter as
well as restaurants. You will also find reserved lounge / executive lounge as well.
Here, one can also find Auto Vending Machines (for snacks, newspapers, magazines
etc.)
Duty Free Shopping:
The airport has some duty free shops like Flamingo’s attractive duty free
shops. From these shops, you can buy things like Duty Free Alcohol of brands like
Johnnie Walker, Bayle’s, Smirnoff Vodka, Chive’s Regal, Jack Daniels, Jim Beam,
Courvoisier, Bush mills as well as cigarettes, cigars, perfumes, cosmetics and
tobacco.
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Connectivity with the City from Chennai Airport
Bus stand:
The total distance between the Chennai airport and the state bus terminal is
about 14 km and it takes hardly 20 minutes to reach. You will easily get private cabs
and taxis as well as buses to reach the airport from the bus stand.
Railway Station:
The airport is approximately 19 km from the railway station and it takes
around 30 minutes to reach. From the railway station, you can easily hire taxis to
reach the airport.
Chennai Airport Authority:
Airports Authority of India (AAI) is the operator of the Chennai International
Airport and it manages all the things at the airport. To provide ultra modern
amenities and comfort, AAI takes various steps every year. The authority also
manages the services like cargo and custom for security purposes.
Chennai Airport Awards & Honors
The airport bagged ‘Airport of the Year’ award in 2012 for cargo handling. It
was the third successive award in this category from 2010 to 2012 for the airport.
About Madras (MAA)
Located by the Bay of Bengal on the Coromandel Coast of west India,
Chennai has a tropical climate and is one the most important ports in the country,
handling a substantial portion of India's entire maritime cargo. It is also a city of
colorful cultures, beautiful scenery and thriving commerce. Chennai is well-
connected to the rest of the country with numerous flights, trains, and bus services
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offered. Though trains are still much cheaper, cheap air tickets are making the option
of air travel much more affordable and popular, and the capital of Chennai has many
airlines offering budget and discounted tickets to and from Chennai Airport.