“CUSTOMER S

Mangalore University, in p
Bachelor of Busi

KHA
 `

INTRODUCTION TO CUSTOMER SATISFACTION

Whether the buyer is satisfied after purchase depend on the offers performance in
relation to the buyer expectation. In general satisfaction is a person's feelings of
pleasure or disappointment resulting from comparing a products perceived
performance relation to his/her expectations. If the performance falls short of
expectation, the customer is dissatisfied. If the performance matches the expectation
customer is satisfied. If the performance exceeds the expectation the customer is
.highly satisfied

Customer satisfaction cannot be very difficult. After all you either satisfied with the
services you receive or you are not. If you don’t you are not. If it is that easy, then
obtaining people's opinion about how satisfied they are with relatively straight
forward matter- or is it?. Customer satisfaction is a marketing tool and a definite value
addad benefit. It is often perceived by customers as important as the primary product
.or service your organisation offers

It looks at what is involved from 3 different angles, the first is from the view of an
organisation wishing to understand, and measures, how satisfied its customer are with
the products and services they receive from it. The second is from the perspective of a
research agency that has been asked to obtain feedback from customers and about
their experiences when dealing with companies. Finally it considers the issue from the
perspective of consumers who participate in surveys, including both business
customers and members of general public

MEANING OF CUSTOMER SATISFICATION

Customer satisfaction is a business term, is a measure of how products and services
supplied by a company meet or surpass customer expectation. It is seen as a key
performance indicator within business and part of the four prospective of balanced
.score card

IN a competitive market place were businesses compete for customers, customer

satisfaction is seen as a key differentiator and increasingly has become a key element
of business strategy customer satisfaction drives successful private sector business.
High performing businesses have developed principles and strategies for achieving
customer satisfaction. This paper presents a framework or set of ideas for using
customer satisfaction principles and strategies to improve the quality responsiveness,
and possibility of public sector privately provided services in vulnerable communities.
The framework suggested that resident who live in tough neighbourhoods can be
supported through customer satisfaction strategies to become empowered individuals
 who informed perspectives influence decisions about what, how, when, and where
.services are available to them

Customer satisfaction is the customers response to the evaluation of the perceived

discrepancy between prior expectation and the actual performance of the product as
.perceived after its consumption

DEFINITION
Codotte, woodruff and Jenkins (1987) define customer satisfaction as "conceptualized
".as a feeling developed from an evaluation of the experience

.HERE, the timing of satisfaction response is driving consumption

BUT there is general agreement with kotler (2003) that "customer satisfaction is a
person's feeling of pleasure or disappointment resulting from comparing a products
".perceived performance in relation to his or her expectation

In short customer satisfaction is "The provision of goods or services which fulfil the
".customer expectation in terms of quality and service, in relation to price paid

IMPORTANCE OF CUSTOMER SATISFACTION

IT costs atleast 7 times more to source a new customer than it does to retain existing
one

A 'satisfied' customer tells 5-7 people in a year whilst a 'dissatisfied' customer will tell
.14-15 people

Companies can boost profits anywhere from 25% to 125% by retaining a mere 5%
.more of their exciting customers

Totally satisfied customers were 6 times more likely to use that services and
.commend it than ' satisfied' customers

Customers who have a bad experience with you and do not complain are only 37%
.likely to still do business with you

Customers who have an opportunity to complain and the complaint is achieved are
.95% likely to still do business with you
 Factors of customer satisfaction

serviceof quality

reliability of service

knowledge of the staff

Being kept informed of progress

The way service kept its promises

The way the service handled any problem Friendliness of staff•

How sympathetic staff were to your needs

Speed of enquiries

.Number of time had to contact the service

Measuring customer satisfaction

Organizations are increasingly interested in retaining existing customers while

targeting non-customers; measuring customer satisfaction provides an indication how
successful is the organisation at providing products and/or services to the market
.place

Customer satisfied is an ambiguous and abstract concept and the actual manifestation
of the state of satisfaction will vary from person to person and product/service to
product/service. The state of satisfaction depends on a number of both psychological
and physical variables which correlate with satisfaction behaviours such as return and
recommend rate. The level of satisfaction can also vary depending on other options
.the customer can compare the organizations products

Because satisfaction is basically a psychological state, care should be

taken in effort of quantitative measurement, although a large quantity developed.
Work done by berry (bart allen) and brodewr between 1990 and 1998 defined ten
'quantity values' which influence satisfaction behaviour, further expanded by berry in
.2002 and known as the ten domains of satisfaction

The usual measures of customer satisfaction involve a survey with a set

of statements using a likert technique or scale. The customer is asked to evaluate each
statement and in term of their perception and exceptation of performance of the
.organization being measured
 The university of michigan's American consumer satisfaction is a scientific
standard of consumer satisfaction academic research has shown that the national
ACSI score is a strong predictor of gross domestic product growth, and an even
stronger predictor of personal consumption expenditure (PCE) growth. On the micro
economic level, research has shown that ACSI data predicts stock market
performance, both for market indices and for individually traded companies.
Increasing ACSI scores has been shown to predict loyalty, word of mouth
recommendations and purchase behaviour. The ACSI measures consume satisfaction
annually for more than 200 companies in 43 industries and 10 economic sector. In
.addition to quarterly reports, the ACSI

Methodology can be applied to private sector companies and government agencies in

.order to improve loyalty and purchase intent

The net promoter score is a management tool that can be used to guage the
loyalty of a firms consumer relationships. It serves as an alternative to traditional
consumer a single question (usually, "how likely is it that you would recommend us to
a friend or colleague?") based on their responses, consumers can be categorized into
one of 3 groups, promoters, passives and detractors. In the net promoters are viewed
as valuable assets that drive profitable growth because of their repeat/increased
purchases, longevity and referrals, while detractors are seen as liabilities that destroy
profitable growth because of their complaints, reduced purchases/defection and
.negative word of mouth

The kano model is a theory of product development and consumer

satisfaction developed in the 1980's by professor noriaki kano that classifies consumer
preferences into 5 categories: attractive, one –dimensional, must be indifferent,
reverse. The kano model offers some insight into the product attributes which are
perceived to be important to consumers. kano also produced a methodology for
.mapping consumers responses to questionnaires onto his model

One of the newest and most innovative consumer satisfaction measurement

methodologies is called gustometria. Gustometria is real time measurement of
consumer and employee satisfaction, consumers are invited to answer a short survey
by touching the "gustometer" screen with their fingers. The responses are collected
immediately by gustometria serves which tabulate the results in real time.
Management can then log into their private website and use the sophisticated
.business intelligence reports which are built into the gustometria system

HISTORY OF DIAMONDS

THE name diamond is derived from ancient greek adawa (a'damas), "people",
.""unalterable", "unbreakable"," untamed
 Diamonds are thought to have been first recognised and mined in india,
were significant alluvial deposits of stone could be found many centuries ago along
the rivers penner, Krishna,and Godavari. Diamonds have been known in india for
.atleast 3000 years ago but mostly likely 6000 years

Diamonds have been treasured as gemstones since their use at religious icons
in ancient india. Their usage in engraving tools also dates to early human history. The
popularity of diamonds has been risen since 19th century because of increased supply
improved cutting and polishing techniques, growth in the world economy, and
innovative and successful campaign. In 1772 antonine lavoisiee used a lens to
concentrate the rays of the on a diamond in an atmosphere of oxygen and showed that
the only product of combustion was carbon dioxide providing that diamonds is
composed of carbon. Later in 1797, Smithson tennat repeated and expanded that
experiment by demonstrating the burning diamond and graphite (charcoal) releases
.the same amount of gas he established the chemical equivalence of these substances

Diamond is the hardest natural material known , where hardness is defined as

resistance to scratching and is graded between (softest) and 10 (hardest) using the
mobs scale of mineral hardness. Diamond has a hardness of 10 (hardest) on this scale.
Diamond's hardness has been known since antiquity, and is the source of its name.
Diamond's hardness depends on its purity, crystalline perfection and orientation.
Therefore whereas it might be possible to scratch some diamonds with other
materials, such as boron nitride, the hardest diamonds can be only scratched by other
diamonds. In particular, nano crystalline diamond aggregrates were measured to be
harder than any large crystal diamond. Those aggregrate are produced by high
.pressure high temperature treatment of graphite

The hardest natural diamonds originated mostly from the copetion and
bingara fields located in the new England area in new south wales Australia. These
.diamonds are generally small, perfect and are used to polish other diamonds

Identification

Diamonds can be identified by their huge thermal conductivity. Their high refractive
index is also indicative, but other materials have similar refractivity. Diamonds cut
glass, but this does not positively indentify a diamonds because other materials such
as quartz, also lie above glass on the mohs scale and can also cut it. Diamonds can
.scratch other diamonds but this can result in damage to one or both stones

PRODUCTION

Approximately 130 million carats of diamonds are mined annually with a total value
.of nearly US$ billion and about 100000kg are synthesized animally

Roughly 49% of diamond originate from central and southern Africa ,although
significant source of the mineral have been discovered Canada , India, Russia, Brazil,
and Austria's they are mined from kimberlitic and lamtroite volcanic pipes , which can
bring diamond crystals , originate from deep within the earth where high pressure and
temperature enable then to form , to the surface . the diamond supply is controlled by
a limited number of powerful business and is also highly concentrated in a small
number of location around the world

Company profile
 …A sterling legacy…the finest diamonds…exclusive creations
That’s orra – the diamond destination! A spark born in 1888 was carried for
over a century to metamorphose into orra. From sculpting and manufacturing
diamonds to crafting and retailing the finest diamond jewellery, orra has come
.a long way since its inception

Orra – the diamond destination is india’s largest and only exclusive diamond
jewellery retail chain. It is a part of the rosyblue group – the world’s largest
diamond manufacturing company with a presence across 15 countries
headquartered in antwerp, belgium (www.rosyblue.com). The group is among
the largest sight holders and india's largest diamond and platinum retailer.
.Today, 1 in every 25 diamonds in value terms is a rosyblue diamond

Set in an international format, orra retails through 35 exclusive high street

boutiques in 23 cities across india. These boutiques have today become the
ultimate destination for the choicest diamonds in the country. Within two
years of its launch, orra was counted among the top 5 jewellery brands in the
country. In 2007, it earned the prestigious distinction of being voted as the
”“best jewellery retail chain of the year
Banking on the rich diamond heritage orra offers the finest
diamonds set in artistically inspired designs. Be it a perfectly
sculpted solitaire or a classic handcrafted neckpiece, at orra,
there is a diamond for every occasion. Define a diamond's
size, shape or colour and orra will make your dream come
true! Orra diamonds are etched out by artisans who have
inherited the 700-year-old legacy of the belgian master
craftsmen, the inventors of diamond sculpting. Discover the
!luminous drops of mystique all the way from belgium
ORRA, part of the Rosyblue Group, is the only jewelry company in India
which has tie-ups with the three leading jewelry organizations namely,
DTC (De Beers), PGI (Platinum Guild India) & WGC (World Gold
.(Council

Name a size, define a shape, state the color and ORRA will have a
diamond to make your dream come true. We can proudly claim that 1 in
.every 25 diamonds is a Rosy Blue diamond

The company has come a long way from sculpting diamonds to crafting
the finest diamond jewelry. A legacy that has spanned centuries,
overwhelming the world with its brilliance can be summed up as ORRA.
A word that epitomizes the person it was created for - her spirit, her grace
and the invisible glow that surrounds her. At ORRA, diamonds are
.sculpted to be as special as the person who buys it

Set in the international store format, ORRA has 33 exclusive diamond

boutiques across India. The ORRA color logo draws strengths from our
foundation. A sterling legacy; Superior diamonds; unique product
.offerings

With the launch of ORRA, the focus on building inheritance revolved

around our international lineage and centuries of presence. These were
made relevant to the consumer by stressing on their ramification in terms
of product focus. We have attempted to differentiate our product offerings
and create new product concepts. Whilst the overall positioning is of a
serious diamond player, the aim is to entice consumers through product
offerings tailor-made to their requirements. Examples of these innovative
:and differentiated products
 ”Title of the study :"CUSTOMER SATISFACTION ON ORRA DIAMONDS

Type of the research

The type of the research done here is of descriptive in nature. The data is collected
.and presented as it is by means of survey collected

Objective of the study

:Primary objective

'To analyze the customer satisfaction of 'orra diamonds

:Secondary objective

To make assessment of the consumers acceptance and the determinants of their

(purchase decision (survey of customer through questionnaire

.To study the attitude of customers towards the facilities provided at the center

Scope of the study

.This study helps in understanding how satisfied the customers are with orra diamonds

.This study also helps in knowing which of the diamonds type are preferred

The other scopes being it enables us to know the quality of diamonds and service
.provided

Research methodology

.Sample size: The study is done by collecting data from a sample size of 50 customers

Sampling method: This study is used random sampling method

Sources of data collection method: The study is done by collecting primary data as
.well as secondary data

.A primary data: It is collected by supplying questionnaire to the customers

B. secondary data: IT is collected from various other sources such as websites,

books related to customer satisfaction and officials of orra. A sample size of 50
.customers owning to 'orra' has been selected for the study
 Limitations of the study

The study is confined only to the customers of mangalore city

.The study is limited only to 50 ORRA customers only

The conclusion arrive at are my limited knowledge and data that was at my disposal

.Lack to time to get more specific information is another reason

 1. AGE

TABLE 1

Criteria Nu
20 -35 30
35 -45 9
45 -55 6
55 and above 5
Total 50
From the table and chart 5.1it is evident that 60% of customer satisfied are between
the age 20-35 and 18% are between the age 35-45 and 12% are between the age group
45-55 and 10% are between the age group 55 and above. so it is observed that
majority of customer satisfied are between the age 20-35

– TABLE

GRAPH - 1
 .GENDER2.1

Criteria Number of respondents Percentage

Male 30 60%

Female 20 40%

Total 50 100%

GRAPH-2

From the table and chart no 5.2 it is evident that 60% customer satisfied are male and
40% are female. So it is observed that majority of customer satisfied are male

TABLE 3

MARTIAL STATUS .3

Criteria Number of respondents Percentage

Single 26 52%
 Married 24 48%

Total 50 100%

GRAPH -3

From the table and graph no 5.3 it is evident that 52% customer satisfied are single,
.and 48% are married. So it is clear that more number of customer satisfied are single

TABLE – 4

QUALIFICATION .4

Criteria Number of respondents Percentage

Graduate 25 50%

Post graduate 15 30%

Other 10 20%

Total 50 100%

GRAPH -4

From the table and chart no 5.4 it is evident that 50% respondents of orra diamonds
are graduate, and 30% are post graduate and other are 10% .so it is clear that majority
of respondents are graduate
- TABLE 5

ANNUAL INCOME

Criteria Number of respondents Percentage

100000-200000 15 30%

200000-400000 17 34%

400000-600000 8 16%

and above-600000 10 20%

Total 50 100%

GRAPH -5

From the table and graph 5.5 it is evident that respondents annual income from
100000-200000 are 30% and 200000- 400000 are 34% and 400000-600000 are 16%
and 600000 and above are 20%. So it is clear that majority no of respondents have
.annual income of 200000 – 400000

Table -6

AWARE OF ORRA DIAMOND

Criteria Number of respondents Percentage

 Yes 45 90%

No 5 10%

Total 50 100%

Graph -6

From the table and graph 5.6 it is evident that 90% of respondents are aware of orra
diamonds and 10% are not aware . so it is clear that majority of respondents are
aware of orra diamonds

Table -7

KNOWN ABOUT ORRA DIAMOND

Criteria Number of respondents Percentage

Publicity 14 28%

Newspapers 4 8%

Television 3 6%

Radio 2 4%

Family and friends 10 20%

Banners 10 20%
 Posters 7 14%

Total 50 100%

From the table and graph 5.7 it is evident that 28% of respondents came to know
about orra diamonds through publicity , 8% through newspapers,6% through
television, 4% through radio, 20% through banners and 14% through posters. So it is
.clear that majority of customers came to know about orra diamonds through publicity

Table -8

SERVICES PROVIDED BY ORRA AND ITS COMPETITORS

Criteria Number of respondents Percentage

Yes 30 60%

No 20 40%

Total 50 100%

Graph- 8
 From the table and graph 5.8 it is evident that 60% of respondents are satisfied with
services provided by orra than its competitors, and 40% are not satisfied. So it is clear
.that majority of respondents are satisfied with the services than its competitors

Table -9

SATISFIED WITH OFFERS AND DISCOUNTS

Criteria Number of respondents Percentage

Yes 40 80%

No 10 20%

Total 50 100%

Graph -9

From the table and graph 5.9 it is evident that 80% are satisfied with offers and
discounts and 20% are not satisfied. So it is clear that majority no of respondents are
.satisfied with offers and discounts

Table -10

SATISFIED WITH VALUE OF MONEY

 Criteria Number of respondents Percentage

Yes 34 68%

No 16 32%

Total 50 100%

Graph 10

From the table 5.10 it is evident that 68% are satisfied with the value of money, and
32% are not satisfied with the value of money. So it is clear that majority no of
.respondents are satisfied with the value of money

Table -11

WHICH YOU GIVE IMPORTANCE

Criteria Number of respondents Percentage

Quality 20 40%

Offers 5 10%

Variety of design 10 20%

Service 10 20%

Discounts 5 10%
 Total 50 100%

Graph -11

From the table 5.11 it is evident that 40% of respondents give importance to
quality,10% to offers ,20% to variety of design,20% to service and 20% to discounts.
.So it is clear that majority of respondents give importance to quality

Table -12

HOW TO ASSURE THE QUALITY OF JEWEL

Criteria Number of respondents Percentage

Yes 34 68%

No 16 32%

Total 50 100%

Graph -12

From the table and chart 5.12 it is evident that 68% of respondents know to assure the
quality of jewel, and 32% don’t know to assure the quality of jewel. So it is clear that
.majority of respondents know to assure the quality of jewel
 Table -13

MORE IMPORTANCE TO QUALITY ASSURANCE IN CASE OF

DIAMONDS

Criteria Number of respondents Percentage

Yes 34 68%

No 16 32%

Total 50 100%

Graph -13

From the table and chart 5.13, it is evident that 68% of respondents give more
importance to quality assurance and 32% of respondents don’t give importance. So it
.is clear that majority of respondents give importance to quality assurance

Table 14

FIRST IN MIND WHEN YOU THINK ABOUT ORRA

Criteria Number of respondents Percentage

Logo of ORRA diamond 10 20%

Purity of diamond 25 50%

 Tagline 15 30%

Total 50 100%

GRAPH 14

From the table and graph 5.14 it is evident that 20% of respondents first think about
logo of orra diamonds, 50% about purity of diamond, 30% about tagline. So it is clear
.that majority of respondents think about purity of diamonds

Table- 15

RATE OF PRICING FACTOR OF ORRA

Criteria Number of respondents Percentage

Excellent 16 32%

Average 29 58%

Below average 5 10%

Total 50 100%

Graph -15

From the table and chart 5.15 it is evident that 32% of respondents felt excellent
about the rate of pricing, 58% were average, 10% were below average. So it is clear
.that majority of respondents are average
 Table 16

SATISFIED WITH THE PRODUCT

Criteria Number of respondents Percentage

Extremely satisfied 15 30%

Very satisfied 30 60%

Unsatisfied 5 10%

Total 50 100%

Graph -16

From the table 5.16 it is evident that 30% of respondents are extremely satisfied with
the product, 60% are very satisfied, 10% are unsatisfied. So it is clear that majority of
.respondents are just satisfied with the product

Table -17

CUSTOMER REPRESENTATIVE HANDLED REQUIREMENT QUICKLY

 Criteria Number of respondent Percentage

Strongly agree 16 32%

Agree 20 40%

Neutral 10 20%

Disagree 4 8%

Total 50 100%

Graph -17

From the table and chart 5.17 it is evident that 32% of respondents strongly agree
that their requirement was well hand led by customer representatives quickly, 40%
felt it was confusing, 20% felt it was neutral, 8% felt it wasn’t confusing. So it is
.clear that requirement handled was confusing

Table -18

CUSTOMER REPRESENTATIVE HAD KNOWLEDGE ABOUT

PRODUCTS

Criteria Number of respondents Percentage

Yes 36 72%

No 14 28%

Total 50 100%

Graph -18
 From the table 5.18 it is evident that 72% of respondents are satisfied that customer
representatives had good knowledge about the product, 28% of respondents are not
satisfied. So it is clear that majority of customers are satisfied with the representatives
.knowledge about the the product

Table 19

RECOMMEND ORRA TO OTHER MANGALOREANS

Criteria Number of respondents Percentage

Yes 30 60%

No 20 40%

Total 50 100%

Graph 19

From the table5.19 it is evident that 60% of respondents would recommend to other
mangaloreans, and 40% would not recommend to other mangaloreans. So it is clear
.that majority of respondents would recommend to others

Table 20

SATISFIED WITH QUALITY OF ORRA

 Criteria Number of respondents Percentage

Yes 37 74%

No 13 26%

Total 50 100%

Graph -20

From the table and graph 5.20 it is evident that 74% of respondents are satisfied with
the quality of orra diamonds, 26% are not satisfied. So it is clear that majority of
.respondents are satisfied with the quality of orra products

Table -21

SATISFIED WITH AMBIENCE AND DISPLAY OF ORRA

Criteria Number of respondents Percentage

Yes 34 68%

No 16 32%
Total 50 100%

Graph -21

From the table 5.21 it is evident that 68% of respondents are satisfied with the
ambience and display of orra diamonds, and 32% are not satisfied with ambience
and display of orra diamonds. So it is clear that majority of respondents are satisfied
. with the products

Table -22

SATISFIED WITH DESIGNS AVAILABLE AT ORRA

Criteria Number of respondents Percentage

Yes 30 60%

No 20 40%

Total 50 100%

Graph 22

From the table and chart 5.22 it is clear that 60% of respondents are satisfied with
the designs available at orra products, 40% of respondents are not satisfied. So it is
.clear that majority of respondents are satisfied with the designs available at orra
 Table 23

WHY YOU PREFER ORRA

Criteria Number Percentage

Good quality 26 52%

Less price as compare to 6 12%

others
Location 10 20%

8 16%

50 100%

Other

Total

Graph -23

From the table and chart 5.23 it is clear that 52% of respondents prefer good quality ,
12% prefer less price as compare to other, 20% prefer location and 16% prefer other.
.So it is clear that, majority of respondents prefer good quality

FINDINGS .6

It was found that majority of the customers where in between the age group 20-35

It was found from the study that satisfied customers were more number of male
.when compared to female

.It was that more number of single are satisfied with the orra products
 . It was found that 50% are graduates

It was found from the study that

SUGGESTION AND CONCLUSION.7

.2
 Advertisements: ORRA can use more aggressive advertising strategies. They can
make use of local media’s to have a better reach in the society

Financing facility: orra can tie up with some of the major financials in the country to
provide customers loan facilities

Better designs: ORRA can provide for a variety of designs to meet the ever growing
need of the customers

Schemes: ORRA can introduce some new scheme’s to attract customers

Customization: ORRA can give customers the choice of customizing their jewellery
under the experts from ORRA

Conclusions

Customers needs are always changing and meeting the same is really tough. Hence
ORRA should constantly innovate its design to improve the customer satisfaction.
.And try and build up brand loyalty with its customers

ORRA can use the findings, suggestions given in the study in order to maximize its
market share

✔
 ANNEXURE.8

BIBLOGRAPHY.9