A summer training ProjectAnalysis of Customer Satisfaction • BIG BAZAAR, RIVERSIDE MALL, Lucknow Under the guidance of: • Mr. Vishal Bhakta • Ms. Saumya Ranjan Project submitted by: Sourabh Tiwary Objective: - Analysis of Customer Satisfaction in Brand Experience, Product Experience and Staff experience at B.B/ Riverside. - A concentrated analysis of factors that motivates a customer to buy specific products at B.B/ riverside. - Analysis of the efficiency of various information delivery systems at B.B/ Riverside. Research Design : Descriptive Sample Design: Sample Size: 498 Method of Data Collection: Primary Data Collection : Questionnaire • Customer Satisfaction is a regular term used in Retail Industry. It is a measure of how the products and services provided in a retail store meets or surpasses the Customer expectation. • The Customer expectation is born out of the customer experience. Therefore, every customer visiting a retail store can have somewhat different expectations for the same kind of service or product. • When a customer experiences a new service or product in a retail store, he compares it to the best experience about the same that he had in his past. A customer can be said to be fully satisfied if the current service experience surpasses his past service experience. After that, the customer makes a new benchmark for comparison. This tells us why any retail store should continuously strive to better its services and product quality. Brand Experience. Temperature and Cleanliness. It refers to the ambience and environment of the store. All of these factors combined produce an enriching and comfortable shopping experience for any customer. Lighting. The major factors of Brand Experience are Music. . specifically refers to the experience that customers have when they shop in a particular retail store. Brand Experience . Area of Concern Temperature Music . Dark Photo-chromic Glasses or light reflecting drapes should be installed at the entry and exit point glass-walls.1. This staff should be selected on the basis of their voice clarity and should be properly trained. for the automatic closing of doors should be installed on both Entry and Exit doors. 2. Sensometer. Only a selected staff should be designated to announce promotional offers from CSD. The Music volume should always be maintained at a medium level. 4. 3. . They are also responsible for motivating the customers to buy new products from other departments and sections.Staff Experience • Staff experience refers to the experience that customers have while interacting to the staff of the retail store. Staff members ensure that customers can get the product that they want to buy. . Staff Experience . Staff Knowledge Cashier Speed . 4. A Cash. Product offers like discounts should be regularly updated on the Product Barcode by the Category or any department that is assigned to do the same.1. Packers should always be available at all working Cash. Like a TV can be installed or a video game kiosk that would help us in reducing customer ennui during long queue and rush hours. 5. . Any item of recreation can be arranged at the entry gate cash tills. TL/SM of every department should stringently check every product type for offer updating before the store opens for business in the morning. 3. 6.Tills. 2.Till supervisor can be kept around the ground-floor cash tills to solve any problems that arises during the billing.Tills A printed copy of all major promotional offers for each day should always be present to all the cashiers at the busy Cash. Quality and Availability of any product will ensure that customers will visit the store more and more often. . Range.Product Experience Product experience refers to the experience that Customers have with the products and service that they want to purchase. A competitive Price. Product Experience . Product Range Product Availability . 1. 2. . 3. especially in Men’s section. Range of products should be increased in Fashion Department. An efficient ARS (Automatic replacement system) should be put in action to ensure the availability of all kinds of fast moving goods in the store. Adequate number of Signages should be put around exquisite products depicting some important information about them. Customer survey on different factors of buying for some sections at Big Bazaar . Convenience of Store Location and Frequency of Shopping . Location? . Big Bazaar? . the customers that have rated the convenience of the location of Big Bazaar as Good/OK must be visiting the Mall more often to buy the products of their daily needs. [Proximity to Store Location is directly proportional to Number of visits per month] .It can be easily inferred that people who live in the vicinity of Big-Bazaar. Therefore. Riverside will visit the Mall more often than other customers. How often do the customers visit the store? How do the customers rate the Good convenience of store OK location? Bad Weekly Fortnightly Monthly 32 8 1 20 5 5 16 5 8 . .B/Riverside visit the store once atleast in 7 to 15 days.1. 76% of the customers who live in the vicinity or close-off areas (store location rating as good/ok) around B.B/Riverside visit the store atleast once every month. 24% of the customers who live in the vicinity or close-off areas (store location rating as good/ok) around B. 2. As can be noted from the above table. Lohiya Park and other features at the Riverside area.B/Riverside because it is more spacious than the B. 43% of the customers who live at an inconvenient distance from B.B Riverside because they are familiar with its Staff and Different Departments.B/Riverside visit the store once atleast in 7 to 15 days. INOX and FUN at the Riverside area. •Presence of important Government offices like LDA and Sugar Corporation at the Riverside area. •Some Customers have stated that they visit B.3.B Store in their area. The major reasons that can be stated for this tangential behavior of customers is: •Presence of newly built Ambedkar Park. . •Presence of two Multiplexes. •Some customers have stated that they have a Shopping Mall in their close vicinity but still they visit B. FARM FRESH Q. . How do the Customers rate the freshness of Fruits and Vegetables in the Farm Fresh Section. . . .1. 5. 4. Store Staff should be fully aware about the sorting and segregating process of Ethylene producing and Ethylene sensitive products. It slows down the rotting and overripening of many Fruits and Vegetables. 2. Adequate lighting is always required at F&V section. An optimum temperature of 23-24 degree should always be maintained in the store. 6. 3. Farm Fresh Section should be regularly cleaned. Staff working at F&V should wear gloves while handling the fruits and vegetables. Fluorescent light induces the effect of day light freshness at F&V display. It is recommended to produce a vibrant color effect in the display by placing colorful fruits and vegetables in a defined assortment. A small kiosk can be maintained near the Farm Fresh section from where the customers can take free recipe and nutrition booklets about the available fruits and vegetables. 8. . Special signages should be put around Farm Fresh section depicting the Nutrition Value and Health benefits of different fruits and Vegetables.7. LIVE KITCHEN How do the customers rate availability and quality of Food at Live Kitchen? . . . Strict Quality control for the handling and preparation of food should be maintained in the Live Kitchen by all Chef and Staff Members. A house-keeping staff should always be available at Live Kitchen to provide services such as serving food and water.1. 3. . High level of cleanliness should always be maintained in the seating area of Live Kitchen. some meals and delicacies are not available. Staff members should always wear gloves while serving the food items. 2. the names of such products should be covered or struck off from the large menu pasted at the Live Kitchen wall. If due to any unavoidable reason. FASHION BAZAAR How do the customers rate the Quality/ Price of Clothing at Fashion Bazaar? . . . The Customer satisfaction level for Quality in Fashion Bazaar is a dismal 42%.Quality in the clothing department of Big Bazaar is a real area of concern. . A few of the Brands that are sold at Big Bazaar. Disney. Matrix. Ladies’ and Kid’s section of Clothing. ARS. Lity and Pink& Blue. Riverside are. DJ&C. AFL. Knighthood. Sach.Big Bazaar sells many different brands in the Fashion Bazaar in Men’s. . Spunk. Unique . What this brand lacks in quality. But as this brand receives the most number of customer complaints. AFL is one of the most selling in-house brands of Big Bazaar. 2. immediate attention is required to improve its fabric and color quality.1. it makes up with its low price. Many customers have complained about the lack of variety in Men’s section of Fashion Bazaar. It is a standard procedure in Big Bazaar to replace a sold size and design as immediately as possible. 4. A special section can be developed in the Fashion Bazaar to cater to the needs of Adolescents. Immediate attention is required to improve the efficiency and . In the current urban scenario. teenagers have become a huge consumption market. Many customers have complained that all clothes are not available in all size-ranges. But it has been found that the ARS (Automatic Replacement system) is not always able to fulfill the needs of the department.3. ELECTRONICS BAZAAR How do the Customers rate the Service of Products at Electronic Section? . . . Special placards should be installed before various electronic products depicting their energy efficiency and costs etc. The after sales service of electronic goods should be made better. . One solution for this can be that we introduce more brands in the Electronics sections. A better tuning is required between the Store and our product service department. A large number of customers do not want to buy electronics from Big Bazaar. Customer grievances about any product should be immediately taken into consideration and must be resolved in the utmost time. 3.1. Currently our major selling brand is Koryo which has received a lot of complaints for bad service from customers. 4. 2. CUSTOMER SERVICE DESK How helpful do the customers find our staff members at Customer Service Desk? . . . Any problem faced by any customer on any issue is registered and tackled at the CSD only. Exchange of Goods: Any goods bought from Big Bazaar can be exchanged in a time period of 15 days by the customer. food or any non-food item. 3. 5. The goods can be clothes. . The billing of the new product bought by the customer in exchange for his old product is done at CSD. 7. Paging of new promotional offers and discounts are done from CSD counter. Payback Points: Payback points can be known and the said value can be redeemed in form of payback coupons through the CSD. The Refund is only given after the permission of the Department Manager of the section from which the old product was bought. Refund: If a customer does not want to buy anything new in exchange for his old product. Free gifts on any item or Ticket size offers can be availed only at the CSD.1. Share with Us (SWU) booklet and form is available at the CSD counter where the customers can log their complaints and deliver their feedback to the company. 4. he can get a Refund. 2. 6. there should be 3 staff members available on CSD. Staff members at Fashion deptt. A large number of exchange items comes from clothes section only. CSD is the place where problems are solved. .1. should motivate the customers to try the clothing before they make the final buying decision. On busy days like MBB. CSD counter gets regularly overcrowded because of the influx of several staff members who come there for paging for their individual store sections. So its efficiency can only increase if very less problems come at CSD. 4. Wednesday Bazaar and Sunday. Payback coupons of small denominations should always be available at CSD counter. 2. Only a few individuals should be allowed at any given time to do paging from CSD. There should always be atleast 2 personnel available at CSD counter on normal days. 3.