Consumer Satisfaction

CHAPTER-1

INTRODUCTION

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MEANING
Customer satisfaction (CSAT) is a measure of how well a company’s products and
services meet customers’ expectations. It reflects your business’ health by showing how
well your products are resonating with buyers.
Customer satisfaction (CSAT) is a metric used to quantify the degree to which a customer
is happy with a product, service, or experience related to your business. This metric is
calculated via customer satisfaction surveys that ask how a customer feels about their
experience, with answers ranging between 'highly unsatisfied' and 'highly satisfied'.

Customer satisfaction defined by Philip Kotler

Philip Kotler defines customer satisfaction as a ‘person’s feeling of pleasure or
disappointment, which resulted from comparing a product’s perceived performance or
outcome against his/her expectations’. Although Kotler uses abstract terms like pleasure
and disappointment, the definition is by no means ambiguous.

Customer satisfaction = f(perceived performance, buyer’s expectations)

How to measure customer satisfaction

Customer satisfaction can seem like a vague concept, but there are concrete ways to
measure it. You can source a customer satisfaction score by conducting CSAT surveys,
for example. These are typically short, one- to two-question surveys offered at the end of
a business transaction. A classic question is “How satisfied are you with the product?”
with answers ranging from “very satisfied” to “very unsatisfied.”

Although CSAT is one part of customer satisfaction, it is far from the only measure.
Businesses also use Net Promoter Score (NPS) surveys to determine whether their
customers are promoters, detractors, or passives.

Why is customer satisfaction important?

Customer satisfaction is important because it means your customer base likes what you
are doing. Research shows that customer satisfaction leads to greater customer retention,
higher lifetime value and a stronger brand reputation.

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1. Customer Loyalty
2. Customer satisfaction measurement
3. Repeat purchases
4. Customer Lifetime value
5. New customer acquistion

1. It drives customer loyalty

Satisfied customers tend to share their positive experiences with friends and family. But
the opposite is also true: An unhappy customer tells more people about their negative
experiences than a happy customer does.

Social media makes social proof more powerful than ever before, with 79 percent of
people in the United States using social media to connect and share their experiences.
Today, a customer can easily share feedback on a bad experience with millions of people
with a single click (so make sure that review is going to be a positive one).

You are more likely to gain positive referrals if you use customer feedback to prioritise
top-of-the-line service. For example, our report found that 89 percent of people think
quick responses are importantwhen deciding which company to buy from.

2. Customer satisfaction metrics reflect your support team's performance

Customer satisfaction benchmarks and metrics do not just help you gauge how happy
your audience is—they also tell you how your support team is doing. Use a variety of
team metrics to understand customer satisfaction levels:

• Your support team’s initial response time: In our customer experience report,
the #1 most frustrating part of bad service was long wait times. Faster support team
response times not only lower customer frustration, but also give you a measure of
your team’s speed and efficiency.
• The length of time it takes your team to resolve a customer issue: If it is taking
your team hours to resolve issues that could be dealt with quickly, it might be time to
tweak your internal processes. Do not just strive to respond quickly—resolve quickly,
too.

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• How many times a ticket or call required a transfer to find a resolution: Few
things are more frustrating than having to wait to be transferred to a new agent and
repeat your issue to get your request completed. If transfer occurrence drops,
customer satisfaction should rise.

Considering our study found that the #1 aspect for good customer service was quick issue
resolution, your team’s efficiency in these areas says a lot about customer satisfaction.
Our built-in analytics function is a great way to observe how well your support team
serves customers historically and in real time. With the help of AI, teams can even predict
customer satisfaction during a conversation—before a customer takes a survey.

3. It encourages repeat purchases

A satisfied customer is a loyal customer, who will stick with your company year after
year. So, how do you get those repeat customers? By hitting your customer support
efforts out of the park. Our trends report agrees: 57 percent of consumers say excellent
customer service is a factor in their brand loyalty.

How do you know if your customer service is driving customer loyalty? There are two
different ways to answer this question. The first is to directly poll customers using a net
promoter score survey, or to ask questions like:

• “Would you speak to your friend about our brand?”

• “How often do you speak to your friends about our brand?”

These questions can shed some light on customers’ likelihood of being brand
ambassadors.

The second method is to observe customer behavior. For example, you can track repeat
purchaseswith loyalty programs and referral posts for your business on social media.
Reading conversations in your community forum can also give you insight into how
customers feel about their experience with your product or service.

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4. It increases customer lifetime value

75 percent of customers are willing to spend more to buy from companies that give them
a good customer experience, according to our Trends Report. Satisfied customers are not
only more likely to remain loyal and less likely to churn, they are also more likely to
spend more money with your business.

In fact, during the first 6 months of the COVID-19 pandemic, those companies that had
the highest CSAT scores were 8.7x more likely to have significantly grown customer
spend.

5. It boosts new customer acquisition

At the onset of the pandemic, companies with the most satisfied customers were also 3.3x
more likely to have grown their customer bases. Customer service is not just important
for supporting existing customers, it is also key to bringing in potential customers and
supporting them when they reach out. If a prospect does not have a positive experience
when they interact with your support team, they will be less likely to purchase. The main
difference between service today and service 10 years ago is that customers expect
premium service to be built-in from the first sales or marketing interaction and carry
through to the moment they ask for help, post-purchase and back again. To position
themselves for success, businesses must integrate service into the journey at every
interaction point.

Benefits of Customer Satisfaction

1. Customer satisfaction helps you understand where you excel.

By tracking and measuring customer satisfaction, you can understand what your business
does well, and thus continue doing it. But you can’t find out unless you carry
out customer satisfaction surveys.

Results will let you know who these customers are and what you’re doing that’s leaving
them satisfied with their experiences with your brand. When you have this information,
you can continue doing the things they like in the hopes of inspiring customer retention,
and you’ll reap the following benefits:

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• It’s cheaper to retain an existing customer than it is to acquire a new one.

• Repeat, loyal customers spend more.

2. Customer satisfaction helps you understand where you can improve.

Where do you fall short? The gaps in customer satisfaction can help you find out where
you can improve in your customer service strategy.

If you don’t understand why your customers are unhappy, you can’t make changes to
your product or services that make them happy and align with the experiences they desire.

Ensure you’re sending out customer satisfaction surveys, analyzing the results, and acting
on negative customer feedback. This is especially important if the feedback is tough to
hear, as it will help you ensure that you take steps to prevent customer churn, negative
reviews on your product pages or social media, or negative word-of-mouth reviews to
family and friends.

3. Customer satisfaction leads to higher customer loyalty and advocacy.

If your business has positive customer satisfaction, then you have customers who are
loyal to your brand. These customers will refer new leads to your company and generate
more testimonials for your marketing team. You can create customer advocacy
programs for these users and encourage them to advertise on your business’s behalf.

Customer advocacy programs reward customers for referring your business to potential
leads. Customers are given incentives to join the program, then receive gifts or offers in
exchange for reviews and testimonials. This creates a mutually beneficial relationship that
rewards your best customers and keeps them loyal.

4. Customer satisfaction increases customer retention and reduces churn.

It should be no surprise that the happier your customers are, the better your customer
retention will be. After all, happy customers won't have much reason to turn to
competitors, so long as you keep them satisfied. On the other hand, unhappy customers
will have plenty of reasons to churn, and it'll be up to your team to convince them
otherwise.

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By measuring CSAT, you can look at individual customer needs and create personalized
offers for users who are likely to churn. Since 32% of customers would stop doing
business with a brand they loved after one bad experience, you may only get one
opportunity to stop someone from churning. Customer satisfaction optimizes your
chances by providing you with relevant information about the customer's experience with
your brand.

5. Customer satisfaction leads to a longer customer lifetime value.

Customer lifetime value (CLTV) refers to the expected profit you can make from a single
customer for as long as they stay with your business.

If a customer is unhappy with your products and services, they’ll likely never return to
your business after that initial purchase. That customer’s lifetime value is low, so you’d
miss potential revenue opportunities.

If your customers are satisfied, however, they’ll likely stay with your business for a
longer time, making repeat purchases and leading to a boost in profits.

How do you achieve customer satisfaction?

The benefits of focusing on customer satisfaction are clear. But actually making
customers happy can take some trial and error. The key is persistence. Always aim to go
above and beyond for customers, and lean on other departments to help boost your
customer experience.

1. Customer feedback

2. Convenience

3. Speed.

4. Build a customer-focused culture

5. Empathy

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1. Become obsessed with customer feedback

Become a student of your customer feedback. Do not just collect it: Analyse it and apply
it to what your customers are saying. Commit to learning about buyers’ pain points and
then make a plan to alleviate them in ways that set you apart from competitors.

A great way to do this is to use Zendesk’s feedback feature. The tool includes analytics
for agent performance and customer surveys, so you can study complaints and
compliments regarding your services.

Even without a CRM like Zendesk, you can still keep close tabs on customer feedback.
Social media and online review boards are especially good places to monitor buyer
attitudes. Search for mentions of your brand name or your dedicated hashtags on social
sites to see what people are saying.

2. Create a sense of convenience

The most successful physical stores are all about buyer convenience. Customers enjoy
places with flexible hours that fit their schedules. Think of the success Walmart, 24-hour
drug stores and gas stations have with that model. We are also more likely to shop at
places close to us.

To build the same sense of convenience as a brick-and-mortar store online, you need to
have a digital presence on the platforms and services your customers already use. Use
SEO-optimised blog posts and social content to be front and centre in Google searches
and social media feeds. And make a point to be easily accessible for support questions on
your customers’ channels of choice.

Offering support via messaging apps (like WhatsApp, Twitter and Facebook) helps
businesses create that same sense of 24-hour availability. These are the same channels
customers use to interact with friends and family, so it gives you a chance to meet them
where they already are.

You should also offer opportunities for customers to help themselves. Many customers
prefer the hands-off convenience of a knowledge base, where they can search for
information without having to interact with customer support reps.

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3. Deliver fast responses

In our Trends Report, we asked customers what matters most to them when resolving an
issue with a company. 73 percent said "they resolve my issue quickly" and 59 percent
said "they respond quickly." In a constantly connected world, customers don't want to
have to wait a day or even more than a few hours, for a response. Here are some tips for
delivering faster responses:

• Pre-written responses ensure agents do not have to write common answers

repeatedly
• Messaging channels enable agents to help more customers at once because they
are asynchronous. In fact, support teams that have the fastest resolution times
are 42 percent more likely to be messaging with their customers.
• AI-powered bots can intercept would-be tickets when agents are off the clock
• Bots can also gather details upfront, such as city or account type, before an agent
takes over

4. Make customer satisfaction a company-wide focus

To improve overall customer satisfaction, you have to put time and effort into a business
strategy that puts customers first.

Using a tool like the balanced scorecard is a great first step. The balanced scorecard
guides companies in thinking about their operations from four different perspectives:

• Financial
• Internal business
• Customer
• Innovation and learning

It also helps companies consider how all their activities are working toward the goal of
high customer satisfaction.

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5. Lead with empathy

If there is one thing the pandemic taught us, it’s that empathy is an essential skill for
support professionals— it is even more valuable than customer service experience. In
fact, nearly half of customers want to interact with an empathetic customer service
representative. Support leaders can provide empathy training, but it is also a good idea to
hire support reps who can already put themselves in an angry customer’s shoes and
communicate that understanding to the customer. Businesses might also consider
allowing agents to make exceptions to certain policies in situations that require empathy.

Customer Satisfaction in Marketing & Sales

How does customer satisfaction impact other teams in your business, such as marketing,
sales, and product development? There are plenty of reasons customer satisfaction is
important for marketing and other teams.

1. Customer satisfaction helps you forecast and work proactively.

Without CSAT and similar customer success metrics, it’s hard for customer success
teams to plan and inform other teams of the state of their customer base.

These metrics are helpful for other departments at your business. You can give sales
teams the information they need to improve customer experiences, work with product to
incorporate customer feedback and make improvements, and marketing can improve the
end-to-end customer experience.

Leaders need data and trends to forecast team performance over the next month, quarter,
and year to adapt strategy, if needed.

2. Customer satisfaction drives your inbound methodology.

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Customer satisfaction does more than just measure your customer service — it optimizes
other departments’ performance by providing them with helpful customer insights. This
information is used to improve the customer experience, which leads to a cyclical
increase in customer satisfaction.

Marketing, sales, and product development teams use CSAT to guide their work and
interact with customers. Businesses with excellent customer satisfaction can easily attract
and engage with customers because they've proven they can provide a delightful brand
experience. If your company wants to adopt the inbound methodology, you'll need to
integrate customer satisfaction into every function you perform.

3. Customer satisfaction helps marketers attract new leads.

Consumers are more likely to trust their peers than they are to trust marketing. In fact, 9
out of 10 consumers read reviews when making purchasing decisions. Consumers view
someone like them (other consumers) as 14% more credible than brand employees.
Without excellent customer satisfaction, your company won’t have these reviews to
share.
Your marketers should rely on customer testimonials to attract new leads to your
business. Since customers are more willing to trust other users, these reviews are effective
in terms of attracting prospects. Positive reviews have also been proven to boost sales by

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12.5%. The better your customer satisfaction, the more material your marketers will have
to advertise your brand.

4. Customer satisfaction is a selling point for marketing and sales teams.

Sales and marketing teams benefit from customer satisfaction because it acts as a selling
point on collateral and pitches. As mentioned above, customers are more willing to pay
for an experience they know is excellent. If your customer satisfaction is superb, your
marketing team should make it known in their communications and your sales team
should highlight that during their pitches to leads.

Additionally, CSAT helps sales teams understand customer expectations. They can
analyse happy customer reviews to see which parts of your product or service they should
emphasize. That way, when speaking to customers, they can hammer in on distinct
advantages that differentiate your business from its competitors.

5. Customer satisfaction guides product updates.

Negative customer reviews act as alerts that let companies know when a product or
service has a problem that needs fixing. Product development teams monitor CSAT to
identify these issues and quickly resolve them.

This is particularly important for SaaS businesses that regularly update their software. By
keeping a close eye on CSAT, development teams can correct costly product roadblocks
that may lead to churn.

Customer Satisfaction Examples

1. IBM

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Tech giant IBM was named the number one company for customer satisfaction in the
latest Drucker Institute Company Ranking. Its success stems from its customer-centric
approach to software development, which involves making decisions based on the goals
and ambitions of end-users, not just how they use a specific tool.

Speaking to Harvard Business Review, IBM’s VP of Platform Experience Charlie Hill

explained: “We want to bring our design thinking muscles to explore and play with how
the user’s experience could be better in the future.”

2. Chick-fil-A

Ranked top of the American Customer Satisfaction Index across all industries, Chick-fil-
A stands out thanks to its superb in-restaurant customer service. Its staff is
regularly named the friendliest of drive-through brands, and they also outshine the
competition on order accuracy.

This is no easy feat when it’s up against huge global names like KFC, McDonald’s, and
Starbucks.

3. Trader Joe’s

Grocery chain Trader Joe’s has an NPS score of 62. For context, the average score in the
grocery niche is 24. The brand stands out by truly going the extra mile for its customers.
In one famous example, a Reddit user told how the chain broke its “no deliveries” policy
to help out an 89-year-old who was snowed in during the holidays. The comments on that
viral post are littered with other Redditors recounting their own experiences of receiving
superb service from Trader Joe’s.

• About the business

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Torq03 is Bengaluru’s largest entertainment Centre that combines sports, virtual reality,
music and dining into an immersive, evolved, interactive and innovative social experience
for family, friends and children alike.

Helmed by a creative team, Torq03’s play zone in Bangalore renowned in the field of
sports industry and proprietary gamification technologies such as vintage bowling zone,
motor racing and bike racing simulators and the go-karting tracks.

Torq03 implores the child in you to joyously revel in an unmatched range of activities
ranging from highly interactive sports to many more thrilling and recreational attractions.
Redefining sports entertainment and customer engagement with ground-breaking
entertainment ideas and premium dining concepts, Torq03’s play zone in Bangalore has
something for everyone and anyone of any age, making it a perfect destination for all ages.

• What is TORQ03:

The all new Torq03 with a variety of options for everyone we make sure you are engaged
from the minute you step in to Bengaluru’s latest entertainment center. From Go-Karting
to 10 pin bowling, simulator cricket, laser tag, kids play zone and a variety of arcade
games, we make sure that every moment spent here is pure entertainment for everyone.
Torq03 is equipped with an in house sports bar and a multi cuisine restaurant to refuel
your energy levels.

• How unique is TORQ03 from other entertainment zones:

a. The largest gaming centre in Bangalore.
b. Satisfy your hunger with a variety of Indian, Chinese and Continental
delicacies.
c. It has a podium sports bar usually feature a full menu and TVs for watching
major sports events along with a big screen projector, but you can also book
this venue for a private party.

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d. To bring back the spirit of teamwork and collaborations with a touch of fun
and refreshment, large corporates in Bangalore are resorting to various team
building activities of TORQ3.
e. A very great ambience, food, games, go karting, bowling and many more
accommodations will be provided to our customers.

• Growth of TORQ3:
✓ Here at ‘TORQ03’, we have a medley of indoor and outdoor games to bond
over and enjoy an ideal time with your team. Strategically chosen, team
building activities can enrich trust and cohesion between team members. Not
only that! Here you can spend the whole day playing fun activities with your
team and complete the day by spending your night in our beautiful rooms
and enjoying our delicious cuisines.

• Few pictures showing the ambience of TORQ03:

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• Popular Games:
a. Bowling
b. Laser tag
c. Cricket
d. Arcade Games
e. Laser Maze
f. Shooting Range
g. Mechanical Bull Ride
h. Team Building

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CHAPTER-2
REVIEW OF LITERATURE

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• Literature of review on CONSUMER SATISFACTION:

Customer satisfaction has been a famous topic in marketing practice and study
research since Cardozo's (1965) early study of customer effort, demands and
satisfaction. In spite of many try to measure and explain customer satisfaction,
there still does not show to be an accord regarding its explanation. Consumer
satisfaction is commonly outline as an old used idea judgment concerning a
specific work or service. It is the answer of an estimate process that against pre
purchase requirements with perceptions of performance during and after the
consuming know-how.

It is one of the main topics rises recently. Before years there was a revelation of a
customer service to concentrate on customer, to treat with him in a better way, to
please and fulfil his demands of the customer. In order to achieve that, researchers
analysed the customer population then took random samples and after that
generalized the results and came with procedures to treat and please the
customers. The first thing is spark in the satisfaction of the customer concept
added to the private sector, later applied to the other sectors.

• Why is review of literature important?

In fact, review of related literature is required in every chapter of the thesis. It

helps in defining your problem, identifying variables, framing objectives and

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hypotheses, linking it with methodology, formulation of data collection tool and

selecting appropriate statistical technique, discussion on your finding and giving
suggestions.
The aim of any literature review is to summarize and synthesize the arguments
and ideas of existing knowledge in a particular field without adding any new
contributions. Being built on existing knowledge they help the researcher to
even turn the wheels of the topic of research.

• Litreature Review on Consumer Satisfaction by author:

A. Dr. Ankur Saxena (Technocrats Institute of Technology – MBA):
Academic and corporate interest in customer satisfaction has risen
considerably in recent years. This can be seen by the number of papers
published in the related field. To explore the field further, the purpose of
this paper is twofold. First, it offers a literature review on customer
satisfaction taking various papers published into account. Second, it
offers a conceptual framework to summarize the research in this field
comprising three parts. As starting point related triggers are identified.
This allows putting forward three distinct strategies: customer
satisfaction to create loyalty, Impact of service quality on customer
satisfaction and customer satisfaction and price tolerance. Concept of
value addition through innovation to create satisfaction is also covered
by author.
B. A study done by a student from Middlebury University on
CONSUMER SATISFACTION:
Customer satisfaction has become one of the most challenging element
to accomplish for most of the businesses. As such, it has become
essential for companies to carry out mass customization which aims to
deliver customized products for the companies to survive in the
fragmented, diversified, and the competitive marketplace. However,
customer satisfaction is vital in service blueprinting. It defines service

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blueprint as the detailed plan and diagnostic document which shows the
service events and processes as a flowchart;

The structural equation modelling suggests that the quality of food,

physical environment, and services were key determinants in the
restaurant image. In essence, the blueprint can be used to guide a
business in the hospitality industry to make amends to its business
processes to satisfy the consumer needs.

C. Other author’s review of literature on consumer

satisfaction:

Howard and Sheth (1969)5 define satisfaction as, “The buyer’s cognitive
state of being adequately or inadequately rewarded for the sacrifices he
has undergone”

Oliver (1981)7 put forward a definition as, “the summary psychological

state resulting when the emotion surrounding disconfirmed expectations is
coupled with the consumers’ prior feelings about the consumption
experience”

Satisfaction has been broadly defined by Vavra, T.G. (1997) as a

satisfactory post-purchase experience with a product or service given an
existing purchase expectation.

D. An Overview of literature on FMCG Products:

According to “Dr. Pramod H Patil” FMCG product touches every

aspects of human life. These products are frequently consumed by all
sections of the society and a considerable portion of their income is spent

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on these goods. Apart from this, the sector is one of the important
contributors of the Indian economy.

This sector has shown an extraordinary growth over past few years, in
fact it has registered growth during recession period also. The future for
FMCG sector is very promising due to its inherent capacity and
favorable changes in the environment. This paper discusses on overview
of the sector, its critical analysis and future and prospectus.

• Pie chart showing the market segment of FMCG PRODUCTS

IN INDIA (extracted on 20/3/22):

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CHAPTER-3
RESEARCH DESIGN

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• Meaning of RESEARCH DESIGN:

Research design is the framework of research methods and techniques chosen by

a researcher to conduct a study. The design allows researchers to sharpen the
research methods suitable for the subject matter and set up their studies for
success.

Impactful research usually creates a minimum bias in data and increases trust in
the accuracy of collected data. A design that produces the slightest margin of
error in experimental research is generally considered the desired outcome.

The essential elements are:

1. Accurate purpose statement
2. Techniques to be implemented for collecting and analyzing research
3. The method applied for analyzing collected details
4. Type of research methodology
5. Probable objections to research
6. Settings for the research study
7. Timeline
8. Measurement of analysis.

A. Statement of problem (CONSUMER SATISFACTION):

The three major factors that affect modern customer satisfaction can be
categorized as customer perceived quality, value, and service. By
harnessing these factors, you are able to provide positive, consistent
customer experiences and create true customer loyalty.

The customer problem statement template helps you focus on what

matters. You can figure out how your product or service meets your
customers’ needs, allowing you to create experiences people will love.

B. Scope of the study (CONSUMER SATISFACTION):

To provide excellent service, an organization needs to exceed customer

expectations. An important factor in providing good service is to keep
promises always and not to guarantee things that cannot be delivered.
The main reason behind the research is to measure whether the current
situation of customer service was satisfactory. Furthermore, to consider
the possible way that can be improved.

➢ To study the customer satisfaction and value.

➢ Having high performance of the business.

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➢ Attracting and relating customers.

➢ Adding the benefits people satisfaction.

C. Objectives of the study (CONSUMER SATISFACTION):

✓ Understanding the expectations and requirements of your

customers.
✓ Determining how well your company and its competitors are
satisfying these expectations and requirements.
✓ Developing service and/or product standards based on your
findings.

D. Methodology (CONSUMER SATISFACTION):

The proven methodologies or techniques of measuring consumer

satisfaction are:

✓ Customer Feedback Through Surveys.

✓ Customer Satisfaction Score.
✓ Net Promoter Score.
✓ Customer Effort Score.
✓ Web-Analytics.
✓ Social Media Metrics.

1. SAMPLING METHOD (CONSUMER

SATISFACTION):
Sampling is a technique of selecting individual members or a subset
of the population to make statistical inferences from them and
estimate characteristics of the whole population. Different sampling
methods are widely used by researchers in service sector so that they
do not need to research the entire population to collect actionable
insights.

2. SAMPLE METHOD:
Sampling is the selection of a subset of the population of
interest in a research study. In the vast majority of research
endeavours, the participation of an entire population of interest
is not possible, so a smaller group is relied upon for data
collection.

3. TOOLS FOR DATA COLLECTION:

• Interviews.
• Questionnaires.
• Case Studies.

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• Usage Data.
• Checklists.
• Surveys.

4. PLAN OF ANALYSIS:
An analysis plan helps you think through the data you will
collect, what you will use it for, and how you will analyse it.
Creating an analysis plan is an important way to ensure that
you collect all the data you need and that you use all the data
you collect. Analysis planning can be an invaluable investment
of time.

E. Operational definitions of CONSUMER

SATISFACTION:

According to “Dr Kelton Nicholas” Customer satisfaction is defined as a

measurement that determines how happy customers are with a
company's products, services, and capabilities. Customer satisfaction
information, including surveys and ratings, can help a company
determine how to best improve or changes its products and services.

Consumers are defined as individuals or businesses that consume or

use goods and services. Customers are the purchasers within the
economy that buy goods and services, and they can exist as consumers or
alone as customers.
Satisfaction as Webster defines it is anything that brings gratification,
pleasure or contentment. The trouble from a negotiator's standpoint is
that satisfaction is subjective; by definition it is hard to measure.

Paul Farris defines customer satisfaction as “the number of customers,

or percentage of total customers, whose reported experience with a
firm, its products, or its services exceeds specified satisfaction goals”

F. LIMITATIONS OF STUDY OF CONSUMER

SATISFACTION:

✓ No mechanism is present to measure the relationships with

different customers quantitatively, only measurement of customer
satisfaction and engagement is done.
✓ No mechanism to differentiate between a satisfied customer and a
loyal customer.

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✓ The rational and behavioral aspects of a relationship are not taken

into account.
✓ The Models don’t take into consideration the cultural ethos and
demography of the customer.
✓ No provision to track the risk status of the project and link it
directly with the relationships. There is a need to improve the
correlation between the Risk level of the project with the
customer complaints and escalations. Pro-active tracking of risks
and keeping that as a parameter.

G. CHAPTER SCHEME:

✓ They are a concise report on the original research on a

specific topic that is published separately. Hence, the 'Chapter
Scheme' of a thesis/dissertation has to be formally approved by a
research degree committee in the university.

✓ As the name indicates, the main section constitutes crucial

parts of the thesis. It comprises introduction, literature review,
methodology, data sources including study design, analysis,
discussion and conclusion.

✓ The thesis theory should be presented while introducing the

thesis's objectives and aims the introduction. It should be
placed at the end of the introduction to the thesis chapter just
before the chapter summary. It should range from 200 to 400
words.

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Consumer Satisfaction

CHAPTER-4
COMPANY’S PROFILE

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• INSPECTION(TORQ03):

✓ Ultimately, after two years of isolation and lockdown, the world is unwinding
(slowly but surely). Businesses are resuming, and corporates are calling their
employees back to the office.

✓ But during these two years of quarantine (where four dull walls surrounded
our lives) and the complete transformation of the work-space environment –
office teams and corporates have almost lost the ‘real’ touch of working with
each other in coordination.

✓ To bring back the spirit of teamwork and collaborations with a touch of fun
and refreshment, large corporates in Bangalore are resorting to various team
building activities of TORQ3.

✓ Here at ‘TORQ03’, there is a medley of indoor and outdoor games to bond

over and enjoy an ideal time with your team. Strategically chosen, team
building activities can enrich trust and cohesion between team members. Not
only that! Here you can spend the whole day playing fun activities with your
team and complete the day by spending your night in our beautiful rooms and
enjoying our delicious cuisines.

• TYPE OF THE BUSINESS(TORQ03):

TORQ03 is a mixture of both indoor and outdoor, adventures, aesthetical,

that pushes the adrenaline rush where our customers can experience from the
scratch. It is completely a service based orientated company where our
customers can experience a blissful, excitement, an amazing accommodation
that are provided by us.

A few such experience that are shown below:

a. Bowling
b. Laser tag
c. Cricket
d. Arcade Games
e. Laser Maze
f. Shooting Range
g. Mechanical Bull Ride
h. Team Building

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• BOARD OF DIRECTORS:

THE COMPANY HAS 4 DIRECTORS

SHREEHARSHA SEEGUVANI DEVAPPA

MAHESH ASAGODU PUTTAIAH

SHARSCHANDRA RAMAIAH

APEKSHA SREEHARSHA

MOHAN MALLAPPA (INVESTOR)

• ORGANISATIONAL CHART:

✓ An organizational chart is a visual chart that represents the

structure of a company. It highlights how teams and
departments are organized, the reporting relationships across
the organization, and every individual’s role and
responsibilities.

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• BUSINESS OPERATIONS:

✓ Torq03 is Bengaluru’s largest entertainment Centre that

combines sports, virtual reality, music and dining into an
immersive, evolved, interactive and innovative social
experience for family, friends and children alike.

✓ It is operated by a creative team, Torq03’s play zone in

Bangalore renowned in the field of sports industry and
proprietary gamification technologies such as vintage bowling
zone, motor racing and bike racing simulators and the go-
karting tracks.

• SERVICE PROFILE (TORQ03):

✓ Torq03 implores the child in you to joyously revel in an

unmatched range of activities ranging from highly interactive
sports to many more thrilling and recreational attractions.
Redefining sports entertainment and customer engagement
with ground-breaking entertainment ideas and premium
dining concepts.

✓ Torq03’s play zone in Bangalore has something for

everyone and anyone of any age, making it a perfect
destination for all ages.

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• COMPETITORS:

✓ AMOEBA:

✓ GRIPS GO-KARTING:

✓ BURNOUT CAFÉ:

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Consumer Satisfaction

✓ AREA 83:

✓ BLU-O:

• MARKET SHARE OF THE COMPANY:

✓ Torq03 Sports & Adventures Private Limited is a 14

years 1-month old Private Company incorporated on 14
Jul 2008. Its registered office is in Bangalore, Karnataka,
India.
✓
The Company's status is Active, and it has filed its

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Annual Returns and Financial Statements up to 31 Mar

2021 (FY 2020-2021).
✓ It's a company limited by shares having an authorized
capital of Rs 4.00 cr and a paid-up capital of Rs 4.00 cr
as per MCA.
✓
4 Directors are associated with the organization.

✓ Apeksha Sree Harsha, Sharschandra Ramaiah, Mahesh

Asagodu Puttaiah and 1 other members are presently
associated as directors.

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CHAPTER-5

DATA ANALYSIS

&

INTERPRETATION

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Table 5.1

Table representing customer’s preferred game type

Preference No. Of Respondents Percentage (%)

In Door 11 22.4

Out Door 38 77.6

Analysis :

The above table and graph shows that the most number of people prefer to play outdoor
game is 77.6% and other indoor game is 22.4%.

Graph 5.1

Graph representing customer’s preferred game type

Interpretation:

(Total response * Highest percentage response/100)

49*77.6/100=38

Out of 49 people, 38 people have chosen outdoor game

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Table 5.2

Table representing the outdoor games preferred by the customers

Preference No. Of Respondents Percentage (%)

Cricket 21 42.9

Paint Ball 5 10.2

Bowling 8 16.3

Laser tag 3 6.1

Arcade games 10 28.4

Analysis :

The above table and graph shows that the most number of people prefer to play cricket
42.9% and others in 16.3%- Bowling, 20.4%Arcade games.

Graph 5.2

Graph representing the outdoor games preferred by the customers

Interpretation:

(Total response * Highest percentage response/100)

49*42.9/100=21
Out of 49 people, 21 people have chosen outdoor game

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Table 5.3

Table representing public’s participation in outdoor games

Preference No. Of Respondents Percentage (%)

Daily 14 29.8

Weekly 14 29.8

Monthly 8 17

Quarterly 11 23.4

Analysis :

The Above table and graph show that the most number of people prefer to play outdoor
games weekly-36.7%.

Graph 5.3

Graph representing the outdoor games preferred by the customers

Interpretation:

(Total response * Highest percentage response/100)

49*36.7/100=17

Out of 49 people, 17 people have chosen outdoor game.

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Table 5.4

Table representing customer’s participation in outdoor recreation activity- Cricket

Preference No. Of Respondents Percentage (%)

Daily 14 29.8

Weekly 14 29.8

Monthly 8 17

Quarterly 11 23.4

Analysis :

The Above table and graph show that the most number of people prefer to play cricket
games weekly-29.8% and daily-29.8%.

Graph 5.4

Graph representing customer’s participation in outdoor recreation activity- Cricket

Interpretation:

(Total response * Highest percentage response/100)

49*29.8/100=14

Out of 49 people, 14 people have played cricket.

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Table 5.5

Table representing customer’s participation in outdoor recreation activity- Bowling

Preference No. Of Respondents Percentage (%)

Daily 5 10.2

Weekly 17 34.7

Monthly 16 32.7

Quarterly 11 22.4

Analysis :

The Above table and graph show that the most number of people prefer to play bowling
games weekly-34.7%.

Graph 5.5

Graph representing customer’s participation in outdoor recreation activity- Bowling

Interpretation:

(Total response * Highest percentage response/100)

49*34.7/100=17
Out of 49 people, 17 people played BOWLING.

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Table 5.6

Table representing customer’s participation in outdoor recreation activity- Paint Ball

Preference No. Of Respondents Percentage (%)

Daily 7 14.3

Weekly 9 18.4

Monthly 11 22.4

Quarterly 22 44.9

Analysis :

The Above table and graph show that the most number of people prefer to play paint ball
games is quarterly- 44.9%.

Graph 5.6

Graph representing customer’s participation in outdoor recreation activity- Paint Ball

Interpretation:

(Total response * Highest percentage response/100)

49*44.9/100=22
Out of 49 people, 22 people participated in PAINT BALL.

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Table 5.7

Table representing customer’s participation in outdoor recreation activity- Go-Karting

Preference No. Of Respondents Percentage (%)

Daily 11 23.4

Weekly 11 23.4

Monthly 8 17

Quarterly 17 36.2

Analysis :

The Above table and graph show that the most number of people prefer to play outdoor
games is Go-karting-36.2%.

Graph 5.7

Graph representing customer’s participation in outdoor recreation activity- Go-Karting

Interpretation:

(Total response * Highest percentage response/100)

49*36.2/100=17

Out of 49 people, 17 people participated in GO-KARTING.

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Table 5.8

Table representing customer’s participation in outdoor recreation activity- Arcade

games

Preference No. Of Respondents Percentage (%)

Daily 8 16.7

Weekly 10 20.8

Monthly 15 31.3

Quarterly 15 31.3

Analysis :

The Above table and graph show that the most number of people prefer to play Arcade
games Quarterly-31.3% and monthly-31.3%.

Graph 5.8

Graph representing customer’s participation in outdoor recreation activity- Arcade

games

Interpretation:

(Total response * Highest percentage response/100)

49*31.3/100=15
Out of 49 people, 15 people participated in ARCADE GAMES.

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Table 5.9

Table representing customer’s participation in outdoor recreation activity- Laser tag

Preference No. Of Respondents Percentage (%)

Daily 5 10.4

Weekly 11 22.9

Monthly 12 25

Quarterly 20 41.7

Analysis :

The Above table and graph show that the most number of people prefer to play Laser tag
games Quarterly-41.7%.

Graph 5.9

Graph representing customer’s participation in outdoor recreation activity- Laser tag

Interpretation:

(Total response * Highest percentage response/100)

49*41.7/100=20

Out of 49 people, 20 people participated in LASER TAG.

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Table 5.10

Table representing customer’s participation in outdoor recreation activity- Shooting

range

Preference No. Of Respondents Percentage (%)

Daily 6 12.5

Weekly 10 20.8

Monthly 10 20.8

Quarterly 22 45.8

Analysis :

The Above table and graph show that the most number of people prefer to play games is
shooting range quarterly-45.8%.

Graph 5.10

Graph representing customer’s participation in outdoor recreation activity- Shooting

range

Interpretation:

(Total response * Highest percentage response/100)

49*45.8/100=22
Out of 49 people, 22 people have participated in SHOOTING RANGE.

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Table 5.11

Table representing customer’s rating on our ambience.

Rating No. Of Respondents Percentage (%)

1 0 0

2 2 4.1

3 6 12.2

4 19 38.8

5 22 44.9

Analysis :

The Above table and graph show that the most of the people rated 5 out of 5 for the
ambience in Torq03.

Graph 5.11

Graph representing customer’s rating on our ambience.

Interpretation:

(Total response * Highest percentage response/100)

49*44.9/100=22
Out of 49 people, 22 people have chosen.

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Table 5.12

Table representing customer’s rating on our service.

Rating No. Of Respondents Percentage (%)

1 1 2

2 3 6.1

3 4 8.2

4 16 32.7

5 25 51

Analysis :

The Above table and graph show that the most of the people rated 5 out of 5 for the
services in Torq03

Graph 5.12

Graph representing customer’s rating on our service.

Interpretation:

(Total response * Highest percentage response/100)

49*51/100=22
Out of 49 people, 22 people have chosen.

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Table 5.13

Table representing customers reviews on pricing of games

Reviews No. Of Respondents Percentage (%)

Perfect 8 16.7

Affordable 19 39.6

Expensive 17 35.4

Highly Expensive 4 8.3

Analysis :

The Above table and graph show the most of the customer felt that the pricing in torq03 is
affordable-39.6%.

Graph 5.13

Graph representing customers reviews on pricing of games

Interpretation:

(Total response * Highest percentage response/100)

49*39.6/100=15
Out of 49 people, 15 people have chosen the above option.

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Table 5.14

Table representing customers feedback on constructing a swimming pool

Feedback No. Of Respondents Percentage (%)

Yes 28 57.1

No 5 10.2

Maybe 16 32.7

Analysis :

The Above table and graph show that the most number of people prefer to play Laser tag
games Quarterly-41.7%.

Graph 5.14

Graph representing customers feedback on constructing a swimming pool

Interpretation:

(Total response * Highest percentage response/100)

49*57.1/100=27

Out of 49 people, 27 people have chosen for the construction of pool.

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Table 5.15

Table representing if customers had been to our Podium sports Bar

Tried No. Of Respondents Percentage (%)

Yes 22 44.9

No 27 55.1

Analysis :

The Above table and graph show that the most of the people have tried podium sports bar
-55.1% in torq03

Graph 5.15

Graph representing if customers had been to our Podium sports Bar

Interpretation:

(Total response * Highest percentage response/100)

49*55.1/100=26

Out of 49 people, 26 people have chosen that they have visited the podium bar.

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Table 5.16

Table representing customers reviews on Food and Services in the bar

Reviews No. Of Respondents Percentage (%)

Good 20 41.7

Excellent 15 31.3

Could be better 8 16.7

Bad 4 8.3

Very Bad 1 2.1

Analysis :

The Above table and graph show the most of the customer felt that the food and services
in torq03 is Good-41.7%.

Graph 5.16

Graph representing customers reviews on Food and Services in the bar

Interpretation:

(Total response * Highest percentage response/100)

49*41.7/100=20
Out of 49 people, 20 people have chosen outdoor game

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Table 5.17

Table representing if there was a wide range of selection in food and alcohol

Response No. Of Respondents Percentage (%)

Yes 36 78.3

No 10 21.7

Analysis :

The Above table and graph shows the display most customer have accepted that wide
range of selection in food and alcohol in torq03.

Graph 5.17

Graph representing if there was a wide range of selection in food and alcohol

Interpretation:

(Total response * Highest percentage response/100)

49*78.3/100=38

Out of 49 people, 38 people have liked the wide range of food dishes.

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Table 5.18

Table representing if customers tried our room accommodations

Response No. Of Respondents Percentage (%)

Yes 36 78.3

No 10 21.7

Analysis :

The Above table and graph show that the most of the people have tried room
accommodation in torq03

Graph 5.18

Graph representing if customers tried our room accommodations

Interpretation:

(Total response * Highest percentage response/100)

49*51/100=24

Out of 49 people, 24 people have stayed in our rooms.

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Table 5.19

Table representing customers rating on our cleanliness of the rooms, staff responses and
food services?

Rating No. Of Respondents Percentage (%)

1 3 6.3

2 0 0

3 8 16.7

4 21 43.8

5 16 33.3

Analysis :

The Above table and graph show that the most of the people rated 4 out of 5 for the
rooms, staff responses and food services

Graph 5.19

Graph representing customers rating on our cleanliness of the rooms, staff responses and
food services?

Interpretation:

(Total response * Highest percentage response/100)

49*33.3/100=16
Out of 49 people, 16 people have liked the accommodations of TORQ03.

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Table 5.20

Table representing customers rating on overall experience in Torq03

Rating No. Of Respondents Percentage (%)

1 0 0

2 0 0

3 8 16.7

4 17 35.4

5 23 47.9

Analysis :

The Above table and graph show that the most of the people rated 5 out of 5 for the
overall experience in Torq03

Graph 5.20

Graph representing customers rating on overall experience in Torq03

Interpretation:

(Total response * Highest percentage response/100)

49*47.9/100=22
Out of 49 people, 22 people have chosen liked the experience of TORQ03.

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Table 5.21

Table representing if customers would like to visit Torque03 again

Response No. Of Respondents Percentage (%)

Yes 32 65.3

No 4 8.2

Maybe 13 26.5

Analysis :

The Above table and graph show that the most of the people like to visit to Torq03.

Graph 5.21

Graph representing if customers would like to visit Torque03 again

Interpretation:

(Total response * Highest percentage response/100)

49*65.3/100=31
Out of 49 people, 31 people have chosen to visit TORQ03 again.

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Table 5.22

Table representing customers favourite game in Torq03

Games No. Of Respondents Percentage (%)

Go-Karting 26 53.1

Bowling 6 12.2

Paint Ball 3 6.1

Laser Tag 2 4.1

Cricket 8 16.3

Arcade Games 4 8.2

Analysis :

The Above table and graph show that the most of the people liked Go-karting in Torq03.

Graph 5.22

Graph representing customers favourite game in Torq03

Interpretation:

(Total response * Highest percentage response/100)

49*53.1/100=26
Out of 49 people, 26 people liked go-karting

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Table 5.23

Table representing if customers think we should improve our services regarding the
games, food, ambiance, staff response, accommodations, etc

Response No. Of Respondents Percentage (%)

Yes 27 56.3

No 3 6.3

Maybe 18 37.5

Graph 5.23

Graph representing if customers think we should improve our services regarding the
games, food, ambiance, staff response, accommodations, etc

Interpretation:

(Total response * Highest percentage response/100)

49*56.3/100=27
Out of 49 people, 27 people have chosen for the improvement.

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CHAPTER-6

SUMMARY OF FINDINGS

&
CONCLUSIONS

&
SUGGESTIONS

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• OBJECTIVES:

1. To find out the target market.

2. To find out the social class of our target customer.
3. To find out the deservedness of customer.
4. To find out the switching mentality of our target customer
5. To find out the opportunity and threat to enter in the market
6. Identify acceptable pricing policy of the games and other activities.
7. Find out channel of distribution process.
8. Identify the promotional tools.
9. To study our sales promotional activities.

• SCOPE OF THE STUDY:

This implies that the scope of the study should define the purpose of your
study, the sample size and qualities, geographical location, the timeframe
at which the study will be executed, theories the study will focus on, etc.

This study is mainly focused on the leading brand preference for games,
sports and the attribute of consumers belonging to low, middle and high-
income group are taken .

The scope of the study is restricted to expand the sports, games and other
activities with the objectives of studying the profile of the respondents,
factors influencing on consumers' preference towards selected brands,
opinion level of the respondents and problem faced by the respondents
towards selected sports and other activities.

• SUMMARY OF FINDINGS:

1. Majority of people liked the accommodations provided by

TORQ03.
2. Majority of people prefer to go for outdoor games & semi outdoor
games rather than indoor games.
3. Majority of people liked GO-KARTING provided in TORQ03.
4. Majority of people were satisfied with the prices of each and every
game in TORQ03.
5. Most of the customers chose to suggest this place to others in
different platforms.
6. Customers feel that the services provided by TORQ03 are value for
the money.
7. More than 50% of the people were satisfied with our services and
responses by the staffs.

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8. Many of them selected referred by friends and family to know

about TORQ03.
9. Many people face different kinds of issues in other gaming,
sporting and adventure zones.
10. Majority of the people choose UPI transaction for the mode of
payment.
11. Majority of the people liked the taste of our cuisine.
12. Majority of the people gave feedback about finding so many
different indoor, outdoor and semi outdoor games in one single
zone.
13. Majority of the people felt that the prices of the food, beverages
and other dishes were quite expensive and the quantity of the
dishes were pretty less.
14. Most of the customers chose to suggest this place to others in
different platforms.
15. Customers feel that the services provided by TORQ03 are value
for the money.

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CONCLUSION

o Marketing sums up the interaction business activity designed to plan,

price, promote and distribute the wants and needs which satisfy
products and services to existing and potential customers. The
marketing concept is focused and customer oriented. This in turn
acts as a key to achieve the organizational goals.

o In today’s competitive world a company in order to survive in the

market must address the customer’s needs which flourishes and
attain the new heights in sales. Satisfaction does not only depend on
the physical stimuli but also on the stimuli related to the surrounding
fields and conditions within the individual.

o Thus, after a thorough analysis and interpretation the attempt to

study customer satisfaction towards the secret hair care was
successful to an established level. Various aspects and important
factors were found that most important phase in which the company
can focus in analysing customer satisfaction.

o The first part of the marketing plan should include a summary of the
business and what the goals are surrounding the plan. The rest of the
document will detail the action plan and the budget for the marketing
plan. A Marketing Plan should be completed so that everyone will
have an idea of the strategy. This includes employees, investors, and
stockholders.

o If you have an existing business, a great exercise to do first is a

SWOT ANALYSIS. For some companies, another excellent analysis
is PORTER’S FIVE FORCES. These analyses will empower you to
think deeply about where you are now and what roadblocks may be in
your way.

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SUGGESTIONS

1. The customer’s awareness regarding other brands is the

peak. And the organization must make use of it and TORQ03
also want to include many advertisements to aware the
customers towards there sales.

2. Effective measures should be taken in order to see to it

people who are not influenced by the existing promotional
activities are encouraged or motivated by methods such as
customer awareness through display of banners, holdings,
etc…, should be made in public places like malls,
exhibitions, main streets of the cities etc…, so that the
customers come to know very easily

3. Since the people are self-aware about the benefits of the

services, the company can concentrate on bringing awareness
about the company services, accommodation’s, rooms,
podium bars, indoor games, outdoor games, semi outdoor
games benefits rather than awareness about the products of
the company.

4. Pricing is an important aspect of the company must take care

of a huge impact on the satisfaction of customers. Whereas
majority of respondents are satisfied with the pricing of the
games, sports and adventure games.

5. The company should appoint more and more skilled and

intelligent staff as this form of business requires smart
businessman skills since its all about the way we interrogate
with the guests and making them feel comfortable in
TORQ03.

6. The company should work on their extra benefits provided

by them such as gifts, discounts, coupons, festival offers and
different kinds off packages.

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BIBLIOGRAPHY

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INTERNET:

• www.torq03.com

• www.wikipedia.com

• www.google.com

• www.timesgames.com

BOOKS, NEWSPAPERS AND OTHERS:

• OUTDOOR GAMES AND PAST TIMES.

• TIMES OF INDIA

• DECCAN HERALD

• VIJAYA KARNATAKA

• PRJAVANI

SOCIAL MEDIA PLATFORM:

• INSTAGRAM

• FACEBOOK

• TWITTER

• INSHORTS

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ANNEXURE

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CUSTOMER SATISFACTION ON TORQ03 SPORTS &

ADVENTURE

RESPECTED SIR/MADAM:

I, KARTHIK.R of BBA, Final year 6TH semester of

SURANA COLLEGE, BANGALORE, is undertaking a

project on “CUSTOMER SATISFACTION ON

TORQ03” as a requirement for the fulfilment of

my degree as prescribed by the Bangalore University, your

information will remain confidential, and the information

provided by you will be used for academic purpose only.

Therefore, I request you to spend few minutes of your precious

time in answering this question.

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