Customer Service in Industry

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CUSTOMER SATISFACTION IN

THE RETAIL INDUSTRY

Abstract: This paper will explore the impact of


automation on the workforce and the opportunities and
challenges associated with adapting to technological
changes. Through analysing current trends, exploring
potential policy solutions, and understanding the role of
education and retraining, this paper will provide an indepth
analysis of the future of work. The rapid advancement of
automation technologies is reshaping the landscape of
work, posing both opportunities and challenges for
individuals, organizations, and societies. This abstract
explores the future of work in the age of automation,
highlighting key trends and implications. Automation,
driven by artificial intelligence and robotics, has the
potential to enhance productivity, reduce mundane tasks,
and create new job opportunities. However, it also raises
concerns about job displacement, skills gaps, and
socioeconomic inequalities. To navigate this transformative
era, proactive measures such as upskilling, reskilling, and
fostering digital literacy are essential. Furthermore, a shift
towards more flexible work arrangements and collaboration
between humans and machines will be crucial

Introduction:

The rapid advancement of automation technologies,


including artificial intelligence and robotics, has sparked

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discussions about the future of work. This paper aims to
investigate the various aspects of this evolving landscape,
such as the impact on employment, changing skill
requirements, and the strategies needed to navigate the age
of automation. The Current State of Work and Automation
"The only constant is change." This statement is
particularly true for workplace automation. From assembly
lines to call centres, automation is changing the nature of
work. In this section, we will examine the impact of
automation on the modern workforce and the key trends
driving its adoption.

Background of the study

This study is carried out clothing and home essential store


‘V MART’ in GORAKHPUR to find out how to improve
the business to satisfy customers and gain their loyalty.

The reason why I chose this topic is that I work as a Store


Manager at V MART and it is very important to find out
where the chain stands from the customer’s point of view.

Business success in today’s competitive markets requires a


high understanding and respect of the customer. Customers
are demanding, have more money to spend and have a
wide collection of goods and services to choose from.

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To satisfy our customers, we must be able to listen to their
feedback and improve services and goods to keep of
clients.

1.1.2 Aim and Problems of


the research
The aim of this research is to find out how the V MART in
Gorakhpur area can improve the quality of customer service,
the offered selections and general atmosphere at the stores.
The main research problem is that company does not know
how its customers evaluate its service, as no customer
satisfaction survey has been conducted before.

Therefore, the research problem is to find out how people


see V MART and the service provides it.

1.1.3 Structure of the research


This thesis consists of two sections. The theoretical study
section is based on theory of marketing mix, service, service
quality, and customer value, customer satisfaction and at the
end the basic theory of retail markets and how important it is
to satisfy customers in the retail markets.

The empirical study, a customer satisfaction survey, is


based on a quantitative research method. It includes
research design and an evaluation of the answers, which

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were given as questionnaires, handed out to the customers
of V MART.

The reason the theory begins with marketing mix is that


marketing mix is an essential tool in increasing selling in a
company and three Ps, product, place and process we used
in research questionnaire.

Process belongs into a service marketing mix, and in the


case where I am an employee, I find good service and
service quality almost the most important factor ´s to
increase sales and gain customers loyalty.

Customers are the most important factor to please and a


customer satisfaction survey is carried to find out their
opinions on V MART. Customer value and customer
satisfaction theory explain how to create a good
relationship with a customer and why it is so essential to
find loyal customers and retain the old ones.

The reason why the study includes a theory of retail


business is that V MART belongs into a retail business
sector, so the aim was to link customer satisfaction to a
retail business  How to satisfy customers in retail
business?

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2. THEORETICAL STUDY

2.1. Marketing mix

Price
Listprice Promotion
Discounts Salespromotion
Allowances Advertising
Paymentperiod salesforce
creditterms Publicrelations
Product Directmarketing

Productvariety
Quality
Features Place
Brandname Marketing Channels
Coverage
Packaging
Sizes
Mix Assortments
Locations
Inventory
Services
Transport
warraties
returns

Product

The product is the most important aspect of the marketing


mix. The product can be a service or even a holiday
destination. Products have both tangible and intangible
benefits. Tangible benefits include benefits, which can be
measured such as the top speed of a car. Intangible benefits
are benefits that cannot be measured such as the enjoyment
the customer will get from the product. It is important that the

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product is changed as necessary to bring it up to date and
prevent it from being overtaken by competitor.

Price

It is very important that the correct price is charged for a


product. If the price is too high consumers will avoid the
product, as they will believe it to be too expensive yet if the
product is priced too low, they may believe that there is
something wrong with the product for it to be so cheap. Also,
if the company charges too low a price, it may not cover its
costs.

Promotion

Once the product has been made and the price set, it is
important that potential customers are told about the product.
Promotion can also be used for reassuring the consumer that
the product is of good quality and persuading them to
purchase the product. Promotional methods include:
advertising, direct selling, point of sale and incentives.

Place

Place decides where the product is to be sold. There are three


main distribution channels to choose from:

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Traditional - selling the product to wholesalers who will
then sell the product on to retail outlets. Modern - producers
selling the product directly to the retail outlet.
Direct - the producer selling directly to the consumer such as
door-to-door sales or over the Internet.

2 Service Marketing Mix

An essential ingredient to any service provision is the use of


appropriate staff and people. Recruiting the right staff and
training them appropriately in the delivery of their service is
essential if the organization want to obtain a form of
competitive advantage. Consumers make judgments and
deliver perceptions of the service based on the employees
they interact with. Staff should have the appropriate
interpersonal skills, aptitude, and service knowledge to
provide the service that consumers are paying for.

Creating and delivering product elements to customers to


require the design and implementation of effective process. A
process is the method and sequence of actions in the service
performance.

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9.1 DISCUSSIONS AND
CONCLUSION

Customer satisfaction is the basis for any company to operate


and make profit.
Service quality creates customer satisfaction, and the
customers define quality. The customer satisfaction surveys
have to take place on continuous basis, and the results has to
be put into practice in the company’s strategies and
operations.

This survey was the first customer satisfaction study made in


The V MART in Gorakhpur area.
 The aim of this study was to find out how the
customers in the
 Gorakhpur Area see the company and what
suggestions are for the improvement.

Over all the results of the customer satisfaction were very


positive and from this study it is good to continue regularly.

Based on the theory about customer satisfaction, service


quality and customer satisfaction studies with basic service it
is not enough to compete with the competitors. Customers
would like to have personal contact with a sales person and
many times in the V MART a customer and a seller are get to
know even better and know, for example, each others names
and some other personal details.

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In the future, a further study for V MART could be carried so
that all the V MART around Finland would take part the
study. Also, the questionnaire could include questions about V
MART catalogue, average amount of money a customer is
willing to pay on and more specific information on what kind
of clothes and products customers would like to see in the
stores.

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