A STUDY ON KEY DRIVERS OF SERVICE QUALITY AND ITS IMPACT ON CUSTOMER SATISFACTION WITH SPECIAL REFERENCE TO VIJAY CONSTRO

CHEMICALS COIMBATORE
PROJECT REPORT Submitted by

M.MARIAPPAN 108001130022

in partial fulfillment for the award of the degree of MASTER OF BUSINESS ADMINISTRATION
IN DEPARTMENT OF MANAGEMENT STUDIES

CONTENTS

CHAPTER 1 1.1 INTRODUCTION

1.1.1 Introduction to the Study... 1.1.2 Objectives of the Study. 1.1.3 Limitations of the Study 1.1.4 Scope of the Study 1.2 REVIEW OF LITERATURE.

1.3 RESEARCH METHODOLOGY

1.3.1 Research Problem. 1.3.2 Data Collection. 1.3.3 Sample size 1.3.4 Sampling Technique..... 1.3.5 Period of Study...... 1.3.6 Tools Used.

CHAPTER 2 2.1 INDUSTRIAL PROFILE 2.2 COMPANY PROFILE 2.3 SWOT ANALYSIS. CHAPTER 3 3.1 DATA ANALYSIS & INTERPRETATION.

CHAPTER 4 4.1 FINDINGS . 4.2 SUGGESTIONS.. 4.3 CONCLUSION CHAPTER 5 5.1 REFERENCE 5.2 ANNEXURE

ABSTRACT A study about Marketing of Services has been conducted in Cochin Port Trust, W/Island, Cochin. Marketing of Service are very important to the port as it is completely based on the service functions. The study aims at finding the key drivers of the service quality and their impact on the customer satisfaction of Cochin Port Trust. It includes the analysis of reliability, responsiveness, assurance, empathy and tangibles of the service functions. The aim of the study was to provide the management, suggestions to maintain and improve the key dimensions of the service quality and thus to improve the overall service functions and performance of the Port. Descriptive research design is used in the study. Convenient sampling is adopted to select the samples and the sample size is 50. The respondents of the study are steamer agents and custom house agents. The data is collected by a personnel interview through a questionnaire.

LIST OF TABLES

3.1.1 3.1.2 3.1.3 3.1.4 3.1.5 3.1.6 3.1.7 3.1.8 3.1.9

Respondents Details. Extend of Trust Accurate Scheduling of Appointments.. Accuracy of Delivery Time Taken Perception of Service Price Opinion about documentation Process Ready to Help Attitude of Service Employees .. Attentiveness of Service Employees.. Positive of Service Employees

3.1.10 Reason for Selecting Cochin Port Trust. 3.1.11 Safety Record of Cochin Port Trust 3.1.12 Individual Care 3.1.13 Anticipation of Customer Needs

3.1.14 Provision for Proper Equipments 3.1.15 Provision for Proper Storage Counters..

LIST OF CHARTS

3.1.1 3.1.2 3.1.3 3.1.4 3.1.5 3.1.6 3.1.7 3.1.8 3.1.9

Respondents Details. Extend of Trust Accurate Scheduling of Appointments.. Accuracy of Delivery Time Taken Perception of Service Price Opinion about documentation Process Ready to Help Attitude of Service Employees .. Attentiveness of Service Employees.. Positive of Service Employees

3.1.10 Reason for Selecting Cochin Port Trust. 3.1.11 Safety Record of Cochin Port Trust 3.1.12 Individual Care 3.1.13 Anticipation of Customer Needs

3.1.14 Provision for Proper Equipments 3.1.15 Provision for Proper Storage Counters..

CHAPTER 1

1.1

INTRODUCTION 1.1.1 Introduction to the Study 1.1.2 Objectives of the Study 1.1.3 Limitations of the Study 1.1.4 Scope of the Study

1.1.1 INTRODUCTION TO THE STUDY

The advanced economies and many advancing economies of the world are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. Even manufacturing companies that, in the past, have depended on their physical products for their livelihood now recognize that service provides one of their few sustainable competitive advantages. The study was conducted to have an in-depth knowledge about the health and Medical Care industry and the importance provided by them to the service management and maintenance.

1.1.2 OBJECTIVES OF THE STUDY

To assess the key drivers of service quality and their impact on customer satisfaction. To find out the extend of reliability of Vijay constro chemicals To find out the extend of responsibility of Vijay constro chemicals To find out the extend of assurance of Vijay constro chemicals To find out the extend of empathy of Vijay constro chemicals To find out the extend of tangibles of Vijay constro chemicals

1.1.3 LIMITATIONS OF THE STUDY

The time period was not enough to conduct the study in an efficient and effective manner.
A. There is a chance of personallize bias from the part of the respondents.

B. The study is based on the researchers views and insights. C. The findings of the study may not be applicable in general.

1.1.4 SCOPE OF THE STUDY

The study can be used for the thorough understanding of the positives and negatives of the service quality and service delivery of Vijay constro chemicals. The study can be applied for the improvement of the key drivers of service quality, vis, Reliability, Responsibility, Assurance, Empathy and Tangibles and take necessary actions, if needed.

1.2

REVIEW OF LITERATURE

INTRODUCTION

Services are going to move in this decade to being the front edge of the industry CEO, IBM -

The advanced economies and many advancing economies of the world are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. Even manufacturing companies that, in the past, have depended on their physical products for their livelihood now recognize that service provides one of their few sustainable competitive advantages.

SERVICES Put in most simple terms, services are deeds, processes and performances. Service is any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product. Philip Kotler -

Service is the work of dealing with customers, or payment for this work. Services are benefits which are sold to customers or clients such as transport and exports. Philip Kotler -

GOODS Vs SERVICES

GOODS
Tangible

SERVICES
Intangible

RESULTING IMPLICATIONS
Services cannot be inventoried Services cannot be easily patented Services cannot be readily displayed or communicated Pricing is difficult Service delivery and customer satisfaction depend on employee and customer actions Service quality depends on many uncontrollable factors There is no sure knowledge that the service delivered matches what was planned and promoted Customers participate in and affect the transaction Customers affect each other Employees affect the service outcome Decentralization may be essential. Mass production is difficult It is difficult to synchronize supply and demand with services. Services cannot be returned or resold.

Standardized

Heterogeneous

Production separate from consumption

Simultaneous Production And consumption

Non-perishable

Perishable

SERVICE MARKETING Marketing management covers not only the marketing of goods but also the marketing of services. Some of the tangible services where both the goods and services are provided to the customer like restaurants and super markets also come under the purview of the service marketing. The services are to be marketed keeping in mind the interests of the buyers. As services cannot be moved, marketers have to see how demands and supply can be optimized. The sale of services involves interaction between the provider and the customer. The direct provider- customer relationship provides an opportunity to be very customer oriented, even to the point of customizing the services to meet specific needs. The exact services may be designed at a meeting with the customer. Service marketing can be defined as the process of identifying, pricing, promoting and providing of the right services in the right time to the customers with a view to satisfy their requirements and the objectives of the service provider. SERVICE MARKETING MIX In case of services, apart from four elements of marketing mix, there are three more elements. Thus, the service marketing mix consists of seven elements which are essential in the functioning of services. These can be pointed out and figured out as under: i. Product ii. Place iii. Price iv. Promotion v. People vi. Physical Evidence

vii. Process

Product

Process

Place

Physical Evidence

Service Marketin g Mix

Price

People

Promotion

i.

Product - In service marketing, product refers to the service offered.

ii. Place- Place refers to the location which is convenient to the consumers. iii. Price- Price refers to the value of the services provided to the consumers. iv. Promotion- Promotion includes direct mailers, advertisements, personal selling and sales

promotion.

v. People- People refers to all human actors who play a part in service delivery and thus

influence the buyers perception.

vi. Physical Evidence- The environment in which the services are delivered and where the

firm and customer interact, and any tangible components that facilitate performance or communication of the service.
vii. Process- The actual procedures, mechanisms and flow of activities by which the services

are delivered. 7 GAPS MODEL OF SERVICE QUALITY Effective service marketing is a complex undertaking that involves many different strategies, skills, and tasks. Executives of service organizations have long been confused about how to approach this complicated topic in an organized manner. The GAPS Model of Service Quality view services in a structure and integrated way. This model can be figured out as follows:

CUSTOMER Customer Gap

Expected Service

Perceived Service

Service Delivery COMPANY Ga p 3 Gap 4

External Communications to customers

Gap 1 Gap 2

Customer Driven Service Designs and Standards

Company Perceptions of Consumer Expectations

KEY DRIVERS OF SERVICE QUALITY There are some key factors that drive the service providers to ensure maximum service quality. They are the key drivers of the service quality. They can be figured out as under:

Reliability

Tangibles SERVICE QUALITY

Responsiveness

Empathy

Assurance

SATISFACTION Vs SERVICE QUALITY Service Quality Nowadays the terms satisfaction and quality are used interchangeably, but to be more precise about the meanings and measurement of the two concepts, resulting in considerable debate. Consensus is that the Product Quality two concepts are fundamentally different in terms of their underlying causes and outcomes. Although they have certain things in common, satisfaction is generally viewed as a broader concept, whereas Price Reliability Responsiveness Assurance Empathy Tangibles Situational Factors service quality focuses specifically on dimensions of service. Based on this view, perceived service quality is a component of customer satisfaction. The relationship between these two concepts can be illustrated as follows: 9

Customer Customer Loyalty Satisfaction

Personal Factors

As shown in the above figure, service quality is a focused evaluation that reflects the customer perception of: reliability, assurance, responsiveness, empathy, and tangibles. Satisfaction, on the other hand, is more inclusive: it is influenced by perceptions of service quality, product quality, and price as well as situational factors and personal factors. Reliability Reliability refers to delivering on promises. It is the ability to perform the promised service dependably and accurately. Responsiveness Responsiveness refers to being willing to help. It is the willingness to help customers and provide prompt service. Assurance Assurance refers to inspiring trust and confidence. It is the employees knowledge and courtesy and their ability to inspire trust and confidence.

Empathy Empathy refers to treating customers as individuals. It is caring and individualized attention given to customers.

Tangibles Tangibles refer to representing the service physically. It is the appearance of physical facilities, equipment, personnel and written material The above dimensions represent how consumers organize information about service

quality in their minds.

1.3

RESEARCH METHODOLOGY

1.3.1 Research Problem

1.3.2

Data Collection

1.3.3 Sample size

1.3.4 1.3.5

Sampling Technique Period of Study

1.3.6 Tools Used

1.3.1 RESEARCH PROBLEM

The study was conducted to assess the key drivers of service quality and their impact on customer satisfaction with special reference to Cochin Port Trust, Willington Island, Kerala. The study was conducted to find out to have a in-depth knowledge in the service dimensions, viz, Reliability, Responsiveness, Assurance, Empathy and Tangibles. 1.3.2 DATA COLLECTION Primary Data Primary data has been collected by direct interview with the respondents using personal interview method. This method ensures first hand information, immediate clarification, reduced bias, accuracy etc. Secondary Data Secondary data regarding the entrepreneurship has been collected from different books, journals, magazines and websites. 1.3.3 SAMPLE SIZE The researcher has selected a sample size of 50 from among the customers of Cochin Port Trust, viz, Steamer Agent and Custom House Agent. 1.3.4 SAMPLING TECHNIQUE Since the sampling frame is large, I have used Convenience Sampling Technique to select the samples from the frame under which samples are selected according to the convenience for conducting the study. 1.3.5 PERIOD OF STUDY The study has been conducted from the month of March 2010 to the month of May 2010.

1.3.6 TOOLS USED

Following tools are used for a scientific and accurate analysis: Chi- Square Analysis Percentage Analysis Average Analysis Pie Chart Bar Chart Line Chart

CHAPTER 2

2.1 INDUSTRIAL PROFILE

Basic chemicals, or "commodity chemicals" are a broad chemical category including polymers, bulk petrochemicals and intermediates, other derivatives and basic industrials, inorganic chemicals, and fertilizers. Typical growth rates for basic chemicals are about 0.5 to 0.7 times GDP. Product prices are generally less than fifty cents per poundPolymers, the largest revenue segment at about 33 percent of the basic chemicals dollar value, includes all categories of plastics and man-made fibers.The major markets for plastics are packaging, followed by home construction, containers, appliances, pipe, transportation, toys, and games. The largest-volume

polymer product, polyethylene (PE), is used mainly in packaging films and other markets such as milk bottles, containers, and pipe. Poly vinyl chloride (PVC), another large-volume product, is principally used to make pipe for construction markets as well as siding and, to a much smaller extent, transportation and packaging materials. Polypropylene (PP), similar in volume to PVC, is used in markets ranging from packaging, appliances, and containers to clothing and carpeting. Polystyrene (PS), another large-volume plastic, is used principally for appliances and packaging as well as toys and recreation. The leading man-made fibers include polyester, nylon, polypropylene, and acrylics, with applications including apparel, home furnishings, and other industrial and consumer use. The principal raw materials for polymers are bulk petrochemicals. Chemicals in the bulk petrochemicals and intermediates are primarily made from liquefied petroleum gas (LPG), natural gas, and crude oil. Their sales volume is close to 30 percent of overall basic chemicals. Typical large-volume products include ethylene, propylene, benzene, toluene, xylenes, methanol, vinyl chloride monomer (VCM), styrene, butadiene, and ethylene oxide. These chemicals are the starting points for most polymers and other organic chemicals as well as much of the specialty chemicals category. Other derivatives and basic industrials include synthetic rubber, surfactants, dyes and pigments, turpentine, resins, carbon black, explosives, and rubber products and contribute about 20 percent of the basic chemicals' external sales. Inorganic chemicals (about 12 percent of the revenue output) make up the oldest of the chemical categories. Products include salt, chlorine, caustic soda, soda ash, acids (such as nitric, phosphoric, and sulfuric), titanium dioxide, and hydrogen peroxide. Fertilizers are the smallest category (about 6 percent) and include phosphates, ammonia, and potash chemicals. Life sciences (about 30 percent of the dollar output of the chemistry business) include differentiated chemical and biological substances, pharmaceuticals, diagnostics, animal health products, vitamins, and pesticides. While much smaller in volume than other chemical sectors, their products tend to have very high pricesover ten dollars per poundgrowth rates of 1.5 to 6 times GDP, and research and development spending at 15 to 25 percent of sales. Life science products are usually produced with very high specifications and are closely scrutinized by government agencies such as the Food and Drug Administration. Pesticides, also called "crop protection chemicals", are about 10 percent of this category and include herbicides, insecticides, and fungicides. Specialty chemicals are a category of relatively high valued, rapidly growing chemicals with diverse end product markets. Typical growth rates are one to three times GDP with prices over a dollar per pound. They are generally characterized by their innovative aspects. Products are sold

for what they can do rather than for what chemicals they contain. Products include electronic chemicals, industrial gases, adhesives and sealants as well as coatings, industrial and institutional cleaning chemicals, and catalysts. Coatings make up about 15 percent of specialty chemicals sales, with other products ranging from 10 to 13 percent. Specialty Chemicals are sometimes referred to as "fine chemicals" Consumer products include direct product sale of chemicals such as soaps, detergents, and cosmetics. Typical growth rates are 0.8 to 1.0 times GDP. Every year, the American Chemistry Council tabulates the U.S. production of the top 100 basic chemicals. In 2000, the aggregate production of the top 100 chemicals totalled 502 million tons, up from 397 million tons in 1990. Inorganic chemicals tend to be the largest volume, though much smaller in dollar revenue terms due to their low prices. The top 11 of the 100 chemicals in 2000 were sulfuric acid (44 million tons), nitrogen (34), ethylene (28), oxygen (27), lime (22), ammonia (17), propylene (16), polyethylene (15), chlorine (13), phosphoric acid (13) and diammonium phosphates (12)

2.2 COMPANY PROFILE

Vijay constro chemicals has specialised in colors and chemicals for over 50 years and has acquired a strong position in especially the color business in India. With over 35% market share we are the largest pigment supplier, among both Indian and MNCs, in the fastest growing economy in the world. We are technology-focussed company with a high investment in R&D, offering excellent technical service and customised products a partnership approach, providing solutions that make sense. In addition, we remain the only effect pigment producer in India, offering a unique package. For the last decade we have been aggressively expanding into international markets. And with growing sales in each continent it is our aspiration to establish Vijay constro chemicals as a leading chemical brand, worldwide. Vijay constro chemicals is a public limited company listed on the Mumbai stock exchange.

CHAPTER 3

3.1 DATA ANALYSIS & INTERPRETATION

TABLE 3.1.1 The table given below shows the details of the respondents:

Respondents' Detail Attributes Steamer Agent Custom House Agent Total No. of Respondents 15 35 50 Percentage 30 70 100

Interpretation From the above table, it can be understood that, about 30% of the respondents are steamer agents and about 70% of the respondents are custom house agents.

CHART 3.1.1

TABLE 3.1.2 :

Extend of Trust Attributes Yes No Total No. of Respondents 41 9 50 Percentage 82 18 100 Interpretation

From the above table, it can be inferred that, about 82% of respondents trust in the services of the Vijay constro chemicals and about 18% of respondents doesnt trust in the services.

CHART 3.1.2

TABLE 3.1.3

The given table shows the opinions regarding scheduling of appointments:

Accurate Scheduling of Appointments Attributes Yes No Total No. of Respondents 47 3 50 Percentage 94 6 100

Interpretation

From the above table, it can be inferred that, about 94% of respondents opines that the appointments are accurately scheduled and the rest 6% opines that it is not accurately scheduled.

CHART 3.1.3

TABLE 3.1.4

The given table shows the accuracy of the delivery time taken by the port:

Accuracy of Delivery Time Taken Attributes Most Accurate More Accurate Accurate Little Accurate Not at all Accurate Interpretation Total No. of Respondents 10 15 24 1 0 50 Percentage 20 30 48 2 0 100

From the above table, it can be inferred that, about 48% of the respondents opines that the delivery time taken is accurate and about 2% opines that the delivery time taken is little accurate.

CHART 3.1.5

TABLE 3.1.5

The given table shows the perception of respondents regarding service price:

Perception about Service Price Attributes Very High High Moderate Low Very Low Total No. of Respondents 7 10 30 3 0 50 Percentage 14 20 60 6 0 100

Interpretation

From the above table, it can be inferred that, about 60% of respondents perceived the service price as moderate and nobody was supporting very low service price.

CHART 3.1.6

TABLE 3.1.6

The given table shows the opinion of respondents regarding documentation process:

Opinion about Documentation Process Attributes Very Good Good Moderate Bad Very Bad Total No. of Respondents 12 30 7 1 0 50 Percentage 24 60 14 2 0 100

Interpretation

From the above table, it can be inferred that, about 60% of respondents perceived the documentation process as moderate and nobody was supporting very bad documentation process.

CHART 3.1.6

TABLE 3.1.7

The given table shows the opinion of respondents regarding the ready to help attitude of service employees:

'Ready to Help' Attitude of Service Employees Attributes Yes No Total Interpretation No. of Respondents 48 2 50 Percentage 96 4 100

From the above table, it can be inferred that, about 96% of the respondents have the opinion that the service employees have a ready to help attitude and the rest 4% opines that the service employees have no such attitude

CHART 3.1.7

TABLE 3.1.8

The given table shows the opinion of respondents regarding the attentiveness and promptness in dealing with customer requests, complaints, and problems:

Attentiveness of Service Employees Attributes Yes No Total Interpretation No. of Respondents 41 9 50 Percentage 82 18 100

From the above table, it can be inferred that, about 82% of the respondents have the opinion that there is attentiveness and promptness in dealing with customer requests, complaints, and problems and the rest 18% opines that the service employees have no such attitude

CHART 3.1.8

TABLE 3.1.9

The given table shows the positive attributes of the service employees of Vijay constro chemicals:

Positive of Service Employees Attributes Attentiveness Promptness Speed Process Individual Care All the Above Total Interpretation No. of Respondents 10 18 15 5 2 50 Percentage 20 36 30 10 4 100

From the above table, it can be inferred that, about 36% tells that the positive of the service employees is their promptness and 4% opines that the positive include all the attributes such as attentiveness, promptness, speed process and individual care.

CHART 3.1.9

TABLE 3.1.10

The given table shows the opinion of the respondents regarding their selection of Vijay constro chemicals:

Reason for Selecting Cochin Port Trust Attributes Trust & Confidence Credentials Reputation Skills All the Above Total Interpretation No. of Respondents 13 10 11 5 11 50 Percentage 26 20 22 10 22 100

From the above table, it can be inferred that, about 26% of the respondents select Vijay constro chemicals due to the Trust & Confidence and 10% select due to skills.

CHART 3.1.10

Trust & Confidence Credentials Reputation Skills All the Above

TABLE 3.1.11

The given table shows the opinion of the respondents regarding opinion about the safety record of Vijay constro chemicals:

Safety Record of Vijay constro chemicals Attributes No. of Respondents Very good Good Average Poor Very poor Total 11 14 19 4 2 50

Percentage 22 28 38 8 4 100

Interpretation

From the above table, it can be inferred that, about 38% opines that the safety record of Vijay constro chemicals is average and 8% opines that the safety record is poor.

CHART 3.1.11

40 35 30 25 20 15 10 5 0 verygood good Average Poor Verypoor

Safety Record of Cochin Port Trust

TABLE 3.1.12
Attributes

Individual Care
No. of Respondents 34 16 50 Percentage 68 32 100

The given table figured out the extend of individual care given by Vijay constro chemicals:
Yes No Total

Interpretation

From the above table, it can be inferred that, about 68% opines that the service employees care them individually and the rest 32% opines that there is no individual care

CHART 3.1.12

INDIVIDUAL CARE

TABLE 3.1.13

The given table gives the anticipation of customer needs by Vijay constro chemicals:

Anticipation of Customer Needs

Attributes Yes No Total No. of Respondents 35 15 50 Percentage 70 30 100

Interpretation

From the above table, it can be inferred that, about 70% of the respondents agreed that the Vijay constro chemicals anticipates the customer needs and 30% of the respondents opines that there is no such anticipation.

CHART 3.1.13

TABLE 3.1.14

The given table gives the opinion provision for proper equipments:

Provision for Proper Equipments

Attributes Yes No Total No. of Respondents 46 4 50 Percentage 92 8 100

Interpretation

From the above table, it can be inferred that, about 92% of the respondents tells that the Port provides provision for proper equipments and 8% tells that there lies no such provision in the Vijay constro chemicals.

CHART 3.1.14

TABLE 3.1.15

The given table shows the provision for proper storage counters:

Provision for Proper Storage Counters

Attributes Yes No

No. of Respondents 18 32

Percentage 36 64

Total

50

100

Interpretation

From the above table, it can be inferred that, about 64% tells that there lies no provision for proper storage counters in the port and about 36% of the respondents tells that the Port provides no such provision for proper storage counters in the Vijay constro chemicals.

CHART 3.1.15

CHI-SQUARE TEST:

(a) Null Hypothesis (Ho): There is no relationship between Customer satisfaction and

Quality Dimensions
(b) Alternative Hypothesis (H1): There is a relationship between Customer satisfaction and

Quality Dimensions

Observed Frequency:

Reliability Responsiveness Assurance Highly Satisfied Satisfied Neutral Dissatisfied TOTAL 3 2 1 1 7 1 2 7 2 12 2 3 2 2 9

Empathy 2 2 3 1 8

Tangibility 5 1 3 5 14

TOTAL 13 10 16 11 50

Expected Frequency:

Reliability Responsiveness Assurance Highly Satisfied Satisfied Neutral Dissatisfied TOTAL 1.82 1.4 2.24 1.54 7 3.12 2.4 3.84 2.64 12 2.34 1.8 2.88 1.98 9

Empathy 2.08 1.6 2.56 1.76 8

Tangibility 3.64 2.8 4.48 3.08 14

TOTAL 13 10 16 11 50

Calculated Value:

(OO 3 1 2 2 5 2 2 3 2 1 1 7 2 3 3 1 2 2 1 5 E 1.82 3.12 2.34 2.08 3.64 1.4 2.4 1.8 1.6 2.8 2.24 3.84 2.88 2.56 4.48 1.54 2.64 1.98 1.76 3.08 O-E 1.18 -2.12 -0.12 -0.08 1.36 0.6 -0.4 1.2 0.4 -1.6 -1.24 3.16 -0.88 0.44 -1.48 -0.54 -0.64 -0.02 -0.76 1.92 (O-E)^2 1.3924 4.4944 0.0144 0.0064 1.8496 0.36 0.16 1.44 0.16 2.56 1.5376 9.9856 0.7744 0.1936 2.1904 0.2916 0.4096 0.0004 0.5776 3.6864 E)^2/E 0.7651 1.4405 0.0062 0.0031 0.5081 0.2571 0.0067 0.8 0.1 0.9143 0.6864 2.6004 0.2689 0.0756 0.4889 0.1894 0.1552 0.0002 0.3282 1.1969 10.8512

Calculated value= 10.8512 DEGREE OF FREEDOM = (r-1) (c-1)

= (4-1) (5-1) =12 LEVEL OF SIGNIFICANCE = 5% TABLE VALUE OF

2

FOR DEGREE OF FREEDOM 12 AT 5% LEVEL OF

SIGNIFICANCE IS = 9.7458 INFERENCE: Here the calculated value is greater than that of the table value, so Null hypothesis is rejected. Thus, there exists some relation between the service quality dimensions and the customer satisfaction.

CHAPTER 4

4.1 FINDINGS

Reliability

1. Most of the respondents is having full trust in the hospital 2. Majority of the respondents are content about the accuracy of scheduling of appointments. 3. The study reveals that most of the respondents believe in the accuracy of the delivery time taken. But only a few percentage is having belief in very accurate delivery time taken. 4. Half of the respondents perceived the service price as moderate and nobody was supporting very low service price. 5. Most of the respondents opine that the documentation process is good and only little percentage of the respondents opines the process as bad.

i.

Responsiveness

6. Majority of the respondents think that the service employees are having a ready to help attitude. 7. Most of the respondents think that the service employees have attentiveness and promptness in dealing with customer requests, complaints, and problems. 8. The respondents think the positive of service employees as promptness and speed process other than attentiveness and individual care.

ii.

Empathy

9. Majority of the respondents think that the service employees consider them as individuals. 10. Most of the respondents felt that there is an anticipation of customer needs by Vijay constro chemicals.

iii.

Tangibles

11. Nearly full of the respondents think that that the Port provides provision for proper equipments. 12. Above half of the respondents opine that there lies no provision for proper storage counters in the port.

13. From the chi- square analysis, it can be inferred that, there exists some relationship between the key dimensions of service quality and the customer satisfaction .

4.2 SUGGESTIONS

1. The Vijay constro chemicals should have to take necessary strategies in order to increase

the trust of the agents. 2. The accuracy of the delivery time taken is only moderate. Steps should have to be undertaken in order to improve the delivery time taken. 3. The service price seems to be moderate. The perception can be improved by giving more quality services to the agents. 4. Keen attention should be given by the service employees to provide individual care. 5. More publicity can be provided in order to improve the reputation and credentials 6. Most of the respondents opine that the documentation process is very accurate. Steps can be taken in order to maintain the process. 7. The safety record of the port is found to be moderate. So steps should have to be taken to improve the safety record. 8. The opinion of the respondents regarding proper storage counters is very poor. So it should have to be improved.

1.1

CONCLUSION

This study reveals key drivers of service quality and their impact on customer satisfaction in Vijay constro chemicals. The study aims to gain an in depth view about the dimensions of service quality in the current policies of Vijay constro chemicals. It suggests the port to have a keen care in safety record, equipments, service price and reputation. This will enable the port for continuous improvement and to ensure hundred percentage quality in the all the dimensions. The sale of services involves interaction between the provider and the customer. The direct provider- customer relationship provides an opportunity to be very customer oriented, even to the point of customizing the services to meet specific needs. The exact services may be designed at a meeting with the customer.

CHAPTER 5

5.1

REFERENCE

1.

The Essence of Services Marketing, Adrian Payne, 2nd Edition, Prentice Hall Hill

2.

Services Marketing, R Srinivasan, 7th Edition, Himalaya Publishing House

3. Administration Report of Cochin Port Trust, 2008-2009

www.cochinport.gov.in www.worldport.com www.wikipedia.com www.google.com

www.quickmba.com

5.2 ANNEXURE

A QUESTIONNAIRE ON AN ASSESSMENT OF KEY DRIVERS OF SERVICE QUALITY AND THEIR IMPACT ON CUSTOMER SATISFACTION WITH SPECIAL REFERENCE TO VIJAY CONSTRO CHEMICALS 1. Name / Organization name 2. Designation of the respondent 3. Year of incorporation : : :

4. No. of employees working in the organization : 5. Position of Respondent Steamer Agent [ ] : Customs Agent [ ]

Reliability

6. Do you have full trust on the services provided by Vijay constro chemicals?

Yes

[ ]

No

[ ]

7. Do you feel that the appointments are kept on schedule?

Yes chemicals? Most accurate More accurate Accurate

[ ]

No

[ ]

8. What is your opinion about the accuracy of the delivery time taken by Vijay constro

[ ] [ ] [ ]

Little accurate Not at all accurate

[ ] [ ]

9. What do you feel about the cost of the services provided? Very High High Moderate [ ] [ ] [ ] Low Very Low [ ] [ ]

10. What is your opinion about the time taken for the documentation process? Very good Good Moderate [ ] [ ] [ ] Bad Very Bad [ ] [ ]

Responsiveness

11. Do you feel that the service employees are ready to help? Yes [ ] No [ ]

12. Do the service employees have attentiveness and promptness in dealing with customer requests, complaints, and problems? Yes [ ] No [ ]

13. What do you feel as the efficiency of the service employees of Vijay constro chemicals?

Attentiveness Promptness Speed Process

[ ] [ ] [ ]

Individual Care All the above

[ ] [ ]

Assurance

14. What made you to select Vijay constro chemicals for your trade?

Trust & Confidence Credentials Reputation

[ ] [ ] [ ]

Safety & Security All the above

[ ] [ ]

15. What is your opinion about the safety record of Vijay constro chemicals?

Very Good Good Average

[ ] [ ] [ ]

Poor Very Poor

[ ] [ ]

Empathy

16. Do you feel that Vijay constro chemicals Trust cared for you as a person?

Yes

[ ]

No

[ ]

17. Do you think that Vijay constro chemicals anticipates customer needs?

Yes

[ ]

No

[ ]

Tangibles

18. Are you provided with proper equipments? Yes No [ ] [ ] 19. Are you provided with proper storage counters? Yes No [ ] [ ]