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Customer Satisfaction of Aesthetic Property Development Ltd.

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Chapter- One
Introduction











Customer Satisfaction of Aesthetic Property Development Ltd. 2
1.0 Background of the Study:
The real estate sector is the growth centre for the development of an economy. Bangladesh,
being one of the densely populated nations in the world, has been experiencing severe of
houses shortage for its citizens. Although majority of the population is segmented into the
middle and the low income groups, still housing for all has been a fallacy in Bangladesh. The
private sector housing real estate developers have met a small proportion of the national
housing demand in the last more than twenty years. The gap between demand and supply is
still joy wide. Despite inadequate policy preparations, these real estate developers have been
successfully making business although the middle and the low income households are still
untapped. With the larger proportion of people living in this income group, the private
housing real estate sector has a huge scope to grow in this country. The positive notion is
supported by many key indicators such as increasing house rent, inadequate and costly land,
easier financing availability and more. To pave the way for the organic development of the
industry, the problem of long existent inadequate financing availability at lower burden of
terms and costs must have to be removed immediately, and wider scope has to be created for
Non-Resident Bangladeshis. With many other issues, this study attempts to identify the
Customer Satisfaction of Aesthetic Property Development Ltd.
1.1 Origin of the Report:
This report is prepared for partial fulfillment of BBA program authorized by practicum and
placement committee at International University of Business Agriculture and Technology. I
was assigned in the Marketing Department for 3 months at Aesthetic Property Development
Ltd. Ltd. My organizational supervisor was Mr. Showkat Hossain Raju Deputy Manager
(Marketing and Sells). My selected topic is Customer Satisfaction of Aesthetic Property
Development Ltd. which was assigned by my academic supervisor Md. Abdullah Al Yusuf
Khan, Faculty College of Business Administration, International University of Business
Agriculture and Technology (IUBAT).
1.2 Objectives:
The objective of the study is to find out the consumer attitudes towards Aesthetic Property
Development Ltd. Ltd.



Customer Satisfaction of Aesthetic Property Development Ltd. 3
1.2.1 Broad Objective:
This internship report is prepared primarily to Determining the Client Satisfaction Aesthetic
Property Development Ltd. Ltd.
1.2.2 Specific Objective:
More specifically, this study entails the following aspects:
To give an overview of Aesthetic Property Development Ltd. Ltd.
To focus on the products and services, facilities provided to clients of Aesthetic
Property Development Ltd.
To discuss the impacts of their policies on clients Satisfaction Aesthetic Property
Development Ltd.
To identify the consumers choices.
To understand the problems of the customers during the plot booking.
To analyzed marketing strategies for customer satisfaction of Aesthetic Property and
Development Ltd.
To understand the problems of the customers to maintain the payment schedule.
To know how the company ensures the committed services to the customers.
1.3 Scope of the study:
As a student of Bachelor of Business Administration (BBA) every student has to conduct a
practical orientation in any organization for fulfilling the requirements of the 14 weeks
Internship Program. The main purpose of the program is to introduce the students to the real
corporate world. My place of internship was Aesthetic Property and Development Ltd.
one of the leading development companies of Bangladesh. I have worked for 14 weeks at
Sales and Marketing department. The main intention of the study is the standards and effects
of client satisfaction to find understand and document the processes and activities carried
Aesthetic Property and Development Ltd and correlate them to get a clear picture of the
level of the overall client satisfaction. The report covers details about the product, overview
of the company and also facilities provided by the company to satisfy their clients. The main
focus is on the analysis of the clients satisfaction level. All the information is collected from
all the levels of employees and clients of Aesthetic Property and Development Ltd. I
hope that my report contains all the necessary information needed to complete a successful
internship report.

Customer Satisfaction of Aesthetic Property Development Ltd. 4
1.4 Limitations of the Study
The present study was not out of limitations. But it was a great opportunity for me to know
activities of real estate business. Some constraints are appended bellow:
Every organization has their own secrecy that is not relevant to others. While
collection data i.e. interviewing the employees, they did not discuss much information
for the sake of the confidentiality of the organization.
The buyers were too busy to provide me much time for interview.
Load at the work place was also a barrier to prepare the report.
Another limitation was that the data gathered could not be verified for accuracy.
1.5 Methodology:
1.5.1 Sampling process:
To prepare this report I have collected data from different published materials. After that I
have prepared a questionnaire. I have collected information two ways.
1.5.2 Primary Data Collection:
The primary data are those which are collected fresh and for the first time and thus happen to
be original in character.
I have used three techniques of Primary Resources for my research and they are as followed
Personal Observation.
Face to Face Interviews.
Practical deskwork.
1.5.3 Personal Observation:
Observation is the process of recognizing and noting people objects and occurrences rather
than asking for information. Informal observations remove the elements of bias and effect of
reaction from research.
1.5.4 Face to face Interview:
As the field of study is limited within Unique Group, it was decided that information will be
collected by direct face to face interviews. Face to face Interviews were held with some
clients and also Head of HR, Head of Sales and Marketing and Chief Architect. They all have
helped me a lot to gather the information about Unique Group's client satisfaction.



Customer Satisfaction of Aesthetic Property Development Ltd. 5
1.5.5 Practical Deskwork:
When I was working at Aesthetic Property Development Ltd, I have worked in different desk.
While working for the Company I have collected the data which I needed to accomplish the
report.
At end I can say that for collecting primary information, regular diary and the training session
of my internship period help me a lot.
1.5.6 Secondary sources of data
Prospects of Aesthetic Property Development Ltd.
Different papers of Aesthetic Property Development Ltd.
Different text book
Newspaper
Internet
Different manuals of Aesthetic Property Development Ltd.






Figure 1: Data Collection Method
1.6 Research design:
The research is exploratory in nature because the project paper attempt is to identify whether
the clients are satisfied with the service of Aesthetic Property Development Ltd or not.
1.6.1 Population:
The population of the research paper is all the clients who are getting service from Aesthetic
Property Development Ltd. My population of this research is the Aesthetic Property
Development Ltd clients and the clients are 195 (approximate).



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1.6.2 Element:
The sampling element of the research paper is each who is getting the different survives and
products in Aesthetic Property Development Ltd.
1.6.2 Sampling Unit:
In any organization, there are many employees in different levels in management levels. So,
the sampling unit of the research paper is the each level of clients Aesthetic Property
Development Ltd.
1.6.3 Extent:
The extent of a research paper is the area, which the paper covers to fulfill the objectives.
Here it is Aesthetic Property Development Ltds projects.
1.6.4 Sampling frame:
A sampling frame is the list of all sampling elements available for selection. The sampling
frame of this research paper is the list of clients who get different services from Aesthetic
Property Development Ltd.
1.6.5 Sample size:
Census research is conducted for the project paper. Sample size is the total number of sample
elements from the population selected in the sample, which represents the whole population
of the research. Among 200 (approximate) clients I have interviewed 50 clients who have
bought commercial places and apartments from Aesthetic Property Development Ltd.











Customer Satisfaction of Aesthetic Property Development Ltd. 7









Chapter- Two
Organizational Overview


Customer Satisfaction of Aesthetic Property Development Ltd. 8
2.0 Company Overview:
Aesthetic Property Development Ltd. is one of the leading developing companies in
Bangladesh. It is creating its brand image day by day by providing not only modern
architectural buildings but also sophisticated interior designing for their clients. Aesthetic
Property Development Ltd. never compromises with its design and construction products
quality. Their main concern always is the safety of their clients. So clients are also very much
depending on them. Consequently they can build up a very good relationship with their
clients. There are many developing companies who are serving sophisticated design in this
industry. All the companies are trying to keep the cost low and competing aggressively to
take greater market shares. In this business Aesthetic Property Development Ltd. achieved a
very good position in the market according to their survey that they conducted informally.
They have gained trust and name in providing very modern as well as safe design to their
clients.
2.1 Historical Background:
Aesthetic Property Development Ltd. (APDL) is one of the leading real estate companies in
Bangladesh. It was founded in 2007. Within 7 years Aesthetic property development Ltd
developed and sold many apartment, plot. Aesthetic Property Development Ltd. also very
well known as a consultant firms. They have project on prime location of Dhaka (Gulshan,
Bonani, Jatrabari, Magbazar, Mohammadpur, Banani, Baridhara, Dhanmondi, Mirpur,
Lalmatia and Uttara) also they have project at coxs Bazaar and comilla. APDL uses the
highest quality building materials and finishing products to ensure durability and customer
satisfaction.
Aesthetic Property Development Ltd. uses the latest computerized technology for giving best
service to clients and the employee. Aesthetic property development is our environmentally
responsible response to the rapid spate of urbanization in Bangladesh. Pressures of
urbanization in this country are compounded by the unfavorable land man ration. Aesthetic
property development has embarked upon a mission to make the maximum use of minimum
land being sensitive to both environmental concerns and social continuity. Planned
development by Aesthetic Property Development Ltd. of the sites around the city has added
value to those areas released pressure on inner cities and persecuted the city dwellers with
breathing space.
Aesthetic Property Development Ltd. is our environmentally responsible response to the
rapid spate of urbanization in Bangladesh. Pressures of urbanization in this country are
compounded by the unfavorable land man ration. Aesthetic Property Development Ltd. has

Customer Satisfaction of Aesthetic Property Development Ltd. 9
embarked upon a mission to make the maximum use of minimum land being sensitive to both
environmental concerns and social continuity. Planned development by Aesthetic Property
Development Ltd. of the sites around the city has added value to those areas, released
pressure on inner cities and persecuted the city dwellers with breathing space.
Professional team of design experts with mod outlook and engineers with state of the art
equipment are backed by an R & D team constantly probing human habitat horizons as well
as building technology. Their endeavors have resulted in the creation of aesthetically
inspiring architecture, environmentally friendly development and top quality building.
Aesthetic Property Development Ltd. aim is to provide its clients with competitive price,
quality materials, & hand over project on time.
Aesthetic Property Development Ltd. is the symbol of customer confidence.
Aesthetic Property Development Ltd. At a Glance
2.2 Basic Info:
Name of the Company Aesthetic Property development Ltd.
Founded: August 2007
Chairman: Kamruzzan Badal
Managing Director: Engr. Uttam Kumar Deb
Directors: Ar. Kamrul Hasan Faruk
Ahsan Uddin Liton
Abul Kalam Azad
Location: House#448, Road#31, New DOHS Mohakhali, Dhaka 1210.
Products: Five star hotels (Proposed), Luxurious apartments, Duplexes,
Condominium, Office spaces, Shops/ Outlets, Satellite city, Resort
city etc.
Slogan Dream Aesthetic, Build Aesthetic
Contact Info: Phone: +8801711424242, +8801833104841
Fax: 88 02 8823392
Email: marketing@aestheticbd.com
Website: http://www.aestheticbd.com

Customer Satisfaction of Aesthetic Property Development Ltd. 10
2.3 Organogram of Aesthetic Property Development:

































Asst. Manager
Sr. Engineer
Site Engineer
Finance manager
Asst. finance manager
Accounts manager
HR Manager
Asst. HR Manager
Chairman
Vice Chairman
General Manger
(Marketing and
Sells)
Engineering
Department
Executive Director
Finance Department
HR
Department
Managing Director
Deputy Manager
Manger (Marketing
& Sells)
Sr. Executive
Executive
Asst. Manager
As an Intern I Assist
Deputy Manager

Customer Satisfaction of Aesthetic Property Development Ltd. 11
2.4 Mission and Vision:
Mission:
Aesthetic Property Development Ltd. is aimed to deal with the existing housing and
accommodation crisis of the nation delivering quality apartment and land projects. Through
its sister concerns the group is working hard to deliver the best possible housing solutions to
different classes of client base in the nation. The Group has multifaceted aims that cover:
The group sets its mission to be a trusted partner with reliable service to our stake holders.
To contribute continuously in easing the acute housing problem in Dhaka and other
cities of the country for all classes of citizens.
To maintain the balance of environment by proper Urbanization through properly
planned facilities and eco friendly installations.
Development of new township and thus expansion of economic activities.
Manufacturing and delivering products and services that maximizes the value of the
stakeholders and contributes in the economic development of the country.
Vision
Aesthetic Property Development Ltd. dedicates all its efforts and resources to be the pioneer
housing solution provider the country along with to deliver responsible products and services
that will benefit the society and the people with the group. Also Vision is to make shelter for
Urban Dwellers both middle and Upper class through APDL as a developer of low and High-
rise building Construction using best quality man, materials and equipments.
2.5 Goal:
The goal of Aesthetic Property Development Ltd. is to improve the quality of life of the
communities they serve by maintaining good relationship with the valued clients.











Customer Satisfaction of Aesthetic Property Development Ltd. 12

I. The activity can generate cash flow
II. The activity can generate opportunities
III. The activity can generate visibility
2.6 Principles:
Principle is to meet the aspirations of our proposed plot owners in terms of style and quality
with competitive price.
2.7 Core Competence:
The company has strength in building good relationship with its customers and strong
networking system. With hardworking workforce they are able to deliver high quality
products at a very competitive price in a short time. They have alliance with well known
organizations and effective distribution channel to smoothly deliver their proud.
2.8 Values:
Aesthetic Property Development Ltd. core values are: Personal, Instinctive and Renewal.
2.8.1 Core Values:
Aesthetic Property Development Ltd. core values are classified into three categories:
Personal, Instinctive and Renewal.
Personal: Aesthetic Property Development Ltd. recognizes that behind every design
there is an individual with a unique set of needs. They customize care and attention
on all clients to create an intimate and individualized experience.
Instinctive: Aesthetic Property Development Ltd. proactively anticipates client
needs instead of simply reacting to them. Their culture inspires associates to unleash
their own personal judgment and engage with clients to intuitively and proactively
recognize and responds to their diverse needs.
Renewal: Aesthetic Property Development Ltd. is always very conscious their
product quality and safety. The aim is for clients to check out renewed and enriched.
2.8.2 Company Values:
At Aesthetic Property Development Ltd., they call their shared values promises. These
promises guide everydays actions and ensure a common understanding of what can expect
from one another. Aesthetic Property Development Ltd.s values are:
Go the Extra Step by taking actions that builds lasting connections and loyalty
Play as a Team across all teams in the company

Customer Satisfaction of Aesthetic Property Development Ltd. 13
Do the Right Thing by using good judgment, respecting their communities,
associates, owners, partners and the environment.
2.9 Expertise:
Best quality Design through in house or professional Architectural firm to make quality,
lucrative building or flats for client of choice and tests with an affordable price. Expertise in
adapting latest technology in building construction by using high strength concrete and high
strength rebar in structure whereas best quality finishing material is used in finished products.
Experienced and qualified Architect, Engineer, Foreman, Supervisor and highly skill Civil, M
and E Finishing Vendor, Suppliers, Erector or Fabricators are used in ever day construction
works.
2.10 Leadership Team:
Leadership of the personnel working in their respective team is the essence of Aesthetic
Property Development Ltd. quality works. Project Managers Or in charges at site through
their subordinate Engineers, Accountants, Foreman, Technicians, Supervisors relentlessly do
their works conforming all quality control every day 7 days a week throughout the Period of
construction. Leadership comes from company head, Accounts head, and Engineering head,
for smooth construction works at site.
2.11 Principles:
2.11.1 Human Rights
To support and respect International Human Rights within the company's sphere of
influence.
To make sure that their own corporations are not complicit with Human Rights
Violation.
2.11.2 Labor
To end discrimination in the workplace.
Abolition of child labor.
The right to collective bargaining and recognition of freedom of association.
To eliminate the use of forced and compulsory labor.
2.11.3 Environment
To support a protective approach to environmental challenges.
To undertake initiative to promote greater environmental responsibility.

Customer Satisfaction of Aesthetic Property Development Ltd. 14
To encourage the diffusion of environmentally friendly technology.
2.11.4 Anti-Corruption
To work against all forms of corruption, including extortion and bribery. APDL pledges to
keep all its employees, customers, shareholders and suppliers regularly informed about the
compact and the companys initiatives to uphold the principles
2.12 Customer Excellence:
For several years prior to its incorporation, the founders of Aesthetic Property Development
Ltd. exclusively developed and sold properties. Through its history Aesthetic Property
Development Ltd. has been respected leading Real Estate Company in the County. Aesthetic
Property Development Ltd. has always been committed to providing superior customer
service and an unwavering dedication to the satisfaction of customers. Proactively seeking to
improve quality value and service are hallmarks of Aesthetic Property Development Ltd.
Aesthetic Property Development Ltd. commitment to personalized service continuing
innovation and overall real estate expertise has brought annual recognition through numerous
sales awards. The Management team has enhanced the community and profession by serving
in many local and regional capacities. Aesthetic Property Development Ltd. Estate has long
been an industry leader in meeting the growing needs for creative housing and property
management services.
2.13 Departments of Aesthetic Property Ltd.
Departments of Aesthetic Property Ltd. has following department:
i. Finance and Accounts Department
ii. Sales and Marketing Department
iii. Human Resource and Admin Department
iv. Land Department
v. Engineering Department
vi. Construction Department
vii. Architecture Department







Customer Satisfaction of Aesthetic Property Development Ltd. 15









Chapter- Three
Marketing, Sells & Management Strategy
















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3.1 Marketing Mix Aesthetic Property Development Ltd.:
The marketing mix is the product, price, communication, distribution and services provided
to the target market. It is the combination of these elements that meets customer needs and
provides customer value. The marketing mix known as the Four P's, the marketing mix
elements are price, place, product, and promotion. Some commentators increase the mix to
Seven P's to include physical evidence, process and People.
3.1.1 Product:
Product is the most important element to Aesthetic Property Development Ltd. for gaining
client satisfaction. Aesthetic Property Development Ltd. is a developing company. So its
products include Residential building, Commercial Complexes and Five star hotels. And
Aesthetic Property Development Ltd. all time delivers quality products to their clients.
The Homes business caters to 3 segments of the residential market -
Luxury
Super Luxury
Premium
The product offering involves a wide
range of products including-
Condominiums
Duplexes
Row houses
Apartments of varying sizes.
Aesthetic Property Development Ltd.
is credited with introducing and
pioneering the revolutionary concept of
developing commercial complexes in
the vicinity of residential areas.
Aesthetic Property Development Ltd.
has successfully launched commercial
complexes and is in the process of
marking its presence across various
locations in Bangladesh.

Figure 1: Aesthetic Royal Ambassador Castle (Prposed)

Customer Satisfaction of Aesthetic Property Development Ltd. 17
3.1.2 Place:
Although figures vary widely from product to product, roughly a fifth of the cost of a product
goes on getting it to the customer. Getting the right product to the right place at the right time
involves the distribution system.
The choice of distribution method will depend on a variety of circumstances. Aesthetic
Property Development Ltd. has established their different projects at different locations based
on customer choices and preferences. Places are convenient for their clients living hood.
Their locations are given below:
i. Banani
ii. Gulshan
iii. Panthopath
iv. Uttara
v. Baridhara
vi. Nababgonj
vii. Magbazaar
viii. Eskaton
ix. Kazi Nazrul Islam Avenue
x. Islampur Kumartoli
xi. Kawran Bazar
xii. Boro Magbazar
After extensive research and development this company has earned the credibility and
reputation from all concerned. Now the Company has got the capability of to design and
construct big budgeted ultra modern high-rise apartments and commercial buildings as well.
The company builds the sculptures with modern elevators and facilities and proceeding with
most experienced professionals to give the ultimate service to the customers.
Suitable locations for the different clients are their aim to gain client satisfaction.
3.1.3 Price:
Pricing is one of the most important elements of the marketing mix, as it is the only mix,
which generates a turnover for the organization. It costs to produce and design a product; it
costs to distribute a product and costs to promote it. Pricing is difficult and must reflect
supply and demand relationship. Pricing of a product too high or too low could mean a loss of
sales for the organization.

Customer Satisfaction of Aesthetic Property Development Ltd. 18
Aesthetic Property Development Ltd. Real Estate sets it pricing into account the following
factors:
Fixed and variable costs.
Competition
Company objectives
Proposed positioning strategies.
Target group and willingness to pay.
Aesthetic Property Development Ltd. is superior and unique in this field of pricing which is
actually depends on the area and the location. For the price of their services its high as
because their giving high quality product and their targeted market is also upper class and
upper middle class peoples in society.
They facilitate a high pricing range because of its quality products. They believe that they
have the most quality products compare to others, so they charge high price compare to
others.
There is no common strategy for pricing in the market. Pricing strategy depends upon the cost
of land development, market condition, location etc. Developers and builders charge price
based on their individual choice. But there has been a standard of pricing practice in the
market depending on the size & location of the residential or commercial projects. For an
apartment the average price per square feet is Tk. 2300 with varying price range from Tk.
2,500 to 12,000 in Dhaka city, Tk. 2,800 to 5,500 in Chittagong city varying with importance
of location (REHAB, 2008). The price is rising rapidly in response to shortage of land and
increase in building material price. Real estate prices in Dhaka continue to remain high and
house price to income ratio is estimated to be over 16 times.
3.1.3.1 Skimming Pricing Strategy:
Their pricing strategy is skimming pricing strategy which is actually charging a high price for
luxurious products. They set up this strategy for their products as because they believe that
the high price is interpreted as a sign of high quality. They never compromise with their
product qualities so they always charges high prices for those. They believe that, though their
products are expensive, their client will be very satisfied with the products they are getting.
To attract the new customer they are trying their best to keep their price reasonable for their
customer who belong to the upper middle class and upper class people.


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3.1.4 Promotion:
Promotion is also known as Communication. It includes advertising, sales promotion, direct
marketing, sales force, public relations, packaging and any other signal that the firm provides
about itself and its products.
Aesthetic Property Development Ltd. is following some promotional strategies in order to
compete in the market.
Now-a-days, we are observing that there are so many real estate companies and to compete in
the market is really a great challenge.
Furthermore, to develop the best marketing strategy for real estate companies, they do a bit of
research. Aesthetic Property Development Ltd. talks to their current clients and ask them
questions about their experience with their company. Aesthetic Property Development Ltd.
makes advertisements for their promotion very strongly. They use print media for their
advertisements. Other promotional strategies are:
3.1.4.1 Newspaper and magazine ads:
Newspaper advertisement is the most traditional means of marketing. So Aesthetic Property
Development Ltd. provides advertisements in the newspaper to attract and grab the attention
of their clients.
3.1.4.2Websites:
The Internet has become an important advertising venue. Real Estate Companies have many
different opportunities to advertise on the Internet. So, they at first find online directories for
real estate companies in their area, or even across the country. Aesthetic Property
Development Ltd. also has Email campaigns to reach prospective clients or to up sell to
current clients which is really a fast, easy and inexpensive ways. Aesthetic gives advertising
to very much popular websites like Bikroy.com.
3.1.4.3 Personal Selling:
Oral communication with potential buyers of a product with the intention of making a sale.
The personal selling that they focus initially on developing a relationship with the potential
buyer, but will always ultimately end with an attempt to "close the sale". By the personal
selling Aesthetic Property Development Ltd. has created lots of communication between the
buyer and seller, which is highly interactive, excellent for communicating complex / detailed
product information and features, relationship builds up.


Customer Satisfaction of Aesthetic Property Development Ltd. 20
3.1.4.4 Rehab Fair and Sales Promotion:
Aesthetic Property Development Ltd. every year participates in the rehab fair and grabs their
new, old and potential clients by sales promotion. By that they stimulate quick increases in
sales by targeting promotional incentives on particular products, which is a good short term
tactical tool.
By the help of advertising they are building awareness, reaching a wide audience and by the
repetition of main brand and product positioning helps build customer trust.
The most important thing in the real estate industry is customer satisfaction. Every real estate
owner aims to satisfy its customers and the most successful way of increasing a sale in the
real estate business is by pleasing the customer. Aesthetic Property Development Ltd. is
increasing their sales by satisfying their clients.
3.1.4.5 Billboard Advertising:
Aesthetic property is providing billboard
advertising to prime location in
Bangladesh like Mohakhali, Bonani,
Uttara, Jatrabari, Chittagong, Comilla
Bishawroad etc especially in those areas
where are new projects is going on.
3.1.4.6 Public Relations:
Companies cannot survive in isolation
they need to have a constant interaction with customers, employees and different
stakeholders. This servicing of relation is done by the public relation office. The major
function of the public relation office is to handle press releases, support product publicity,
create and maintain the corporate image, handle matters with lawmakers, guide management
with respect to public issues.
Companies are looking at ways to converge with functions of marketing and public relation
in marketing public relation. The direct responsibility of marketing public relation (MPR) is
to support corporate and product branding activities.MPR is an efficient tool in building
awareness by generating stories in media. Once the story is in circulation MPR can establish
credibility and create a sense of enigma among sales people as well as dealers to boost
enthusiasm. MPR is much more cost effective tool than other promotional activities.


Figure 2: Billboard Advertising

Customer Satisfaction of Aesthetic Property Development Ltd. 21
3.1.4.7 Sponsorship:
Aesthetic Property Development Ltd. also becomes sponsor in many events especially real
estate related event. Previous they were platinum sponsor of a training session program for
real estate marketing officer which was Leaders of Tomorrows Real Estate. Also they
sponsored in rehab fair.
3.1.5 People:
We know that, all human actors who play a part in service delivery and thus influence
buyers perception: namely the firms personnel, the customer, and the other customers in the
service environment are known as people in service marketing who play a great part in a
market. Under people there are:
i. Employees
ii. Clients.
Under the perspective of Aesthetic Property Development Ltd. People are that person from
whom client gets service or products and also the clients is fallen under people. In whole,
service provider and service receiver both are the people in service marketing.
Aesthetic Property Development Ltd. in this respect has many well known employee works
in there, and those who are not well enough, they provide them proper training, as a result,
and those people also can give a better service after the training. They also recruit the best
person in their company, by giving best priority to those who are better qualified. They also
motivate their employee by giving better salary, bonus (Festival, Occasion). They give
reward to that employee who does a good job in their work.
Clients are the most important elements to Aesthetic Property Development Ltd. Their first
priority is always to satisfy their clients anyhow because clients satisfaction is very
important to them. They always keep trying to attract their clients to them and satisfy them.
Because, as the link to profitability has become clear, customer satisfaction is now a
prominent metric in business to Aesthetic Property Development Ltd.
3.1.6 Physical Evidence:
Physical evidence cues provide excellent opportunities for the firm to send consistent and
strong messages regarding the organizations purpose, the intended market segments, and the
nature of the service.
The physical evidence of service includes all the tangible representations of the service such
as brochures, letterhead, business cards, report formats, signage, and equipment. Aesthetic
Property Development Ltd. also has these physical evidences for their business purpose.

Customer Satisfaction of Aesthetic Property Development Ltd. 22
3.1.7 Process:
The actual delivery steps that the customers experiences or the operational flow of the
services, also give customers evidence on which to judge the service. Some services are very
complex requiring the customer to follow a complicated and extensive series of actions to
complete the process. Like other organizations Aesthetic Property Development Ltd. has
some process of working. In working process they have flow of activities, number of steps
and customer involvement.
First of all flow of activities, it is a standardized activities which helps to provide the service
in time and keep the quality. Aesthetic Property Development Ltd. uses standardized flow of
activities and they are not using customized flow of activities but in some cases they are
concern about it. Standardized flow of activities is a overall service activities and here any
service provider can have the confidence to provide the best service to the service receiver.
So in flow of activities Aesthetic Property Development Ltd. follow standardized process to
provide the services.
Then comes number of steps, it is simple and complex. Aesthetic Property Development Ltd.
follows only the simple steps for giving the service. Time is also another factor for the
customer. Aesthetic Property Development Ltd. always tries to hand over their products on
time. They never give the scope to have any kind of complained about them. So their
customers are also satisfied on them.
Then comes customer involvement, it is very important for each and every organization.
Besides providing the quality service they also keep good relations with their customers.
There must be a link or relation between service sender and service receiver which helps to
ensure the long run business. If there is no relation then it will not go ahead. So for this
reason Aesthetic Property Development Ltd. keep a relationship with their customers and the
customer also keep a good relationship with Aesthetic Property Development Ltd. and both
make a sense of good relation as well as good business.
These are the working process of Aesthetic Property Development Ltd. which helps them to
provide their service properly so that they can keep their goodwill and can hold and increase
their customer satisfaction.
Aesthetic Property Development Ltd. uses these 7ps for their positioning in order to deliver
the best service and also for the client satisfaction.
3.2 Sales Procedure Activities:
Sales Procedures is a section in the Sales & Marketing Policies and Procedures manual.

Customer Satisfaction of Aesthetic Property Development Ltd. 23
Our Sales Policy Procedures provide the critical interface between your company and our
customer. Besides being the company representative to the customers, sales must also apply a
process approach to setting targets, measuring results, then making corrections and
improving.
Implement our Sales Policy Procedures to ensure every interaction with your customer is
controlled.
The Sales Policies Procedures section in the Sales & Marketing Procedures Manual includes
the following policies and procedures:
i. Customer Life Cycle Procedure
ii. Customer Quality Policy Procedure
iii. Customer Service Policy
iv. Lead Assessment Policy Procedure
v. Sales Administration Policy Procedure
vi. Sales Call Management Procedure
3.2.1. Prospect for Leads:
You can't prospect effectively without knowing all about your product(s). If you don't
understand the product, how could you know who will want to buy or sell it?
3.2.2. Set an Appointment:
It's time to use those leads you collected in stage 1. Many salespeople prefer to cold call over
the phone, but you can also call in person, send email or even mail out sales letters.
3.2.3. Qualify the Prospect:
The qualification stage usually takes place at the appointment itself, although you can also
qualify briefly during your initial contact. The idea is to confirm that your prospect is both
able and potentially willing to buy your product.
3.2.4. Make Your Presentation:
The presentation is the core of every sales cycle, and it's probably where you'll invest the
most preparation time. Keep in mind that you're not just selling your product... you are also
selling yourself! You represent your company, so appearance counts.
3.2.5. Address the Prospect's Objections:
Here's where you get to deal with your prospect's concerns. The one you'll hear most often?

Customer Satisfaction of Aesthetic Property Development Ltd. 24
3.2.6. Close the Sale:
Once you've made your presentation and answered your prospect's questions and objections,
it's time to ask for the sale. This is the second-most neglected stage of the sales cycle... which
is especially sad given that it's probably the most critical one.
3.3 Corporate Social Responsibility (CSR) Activities of Aesthetic Property
Development:
The Aesthetic Property Development
Ltd. has carried out so many social
responsibilities apart from the business.
During the any natural disaster of the
company has extended their helping
hand towards the victims. The
company has sponsored several time in
different places for the different
occasion.
3.4 Ensure Customer Satisfaction:
Customer satisfaction is a key factor which brings success to a business. To find out about
what customers are satisfied with a companys business in order to discover wherein the
companys services/products or operation should be improved; this helps the companys
business to always meet customers demands and expectations.
Customer Satisfaction is the states at which the requirements are fulfilled in a way that meets
the expectation of them and the after sales services are taken care of.
Customer satisfaction is a customer's evaluation of their purchase and consumption
experience with a product, service, brand, or company. Interest in satisfaction stems from its
role in affecting customers' repeat purchase decisions and subsequent company profits.
As the link to profitability has become clear, customer satisfaction is now a prominent metric
in business accounting and reporting. There have some reason behind that:
Customization is more important than reliability in determining customer satisfaction
Customer expectations play a greater role in sectors in which variance in production
and consumption is relatively low
Figure 3: Awareness against Smoking

Customer Satisfaction of Aesthetic Property Development Ltd. 25
Customer satisfaction is more quality-driven than value- or price-driven.

Figure 4: Customer Satisfaction, Customer Loyalty and Business Performance of
APDL

3.5 Customer Relationship Management:
Customer Relationship Management is a comprehensive strategy and process of acquiring,
retaining, and partnering with selective customers to create superior value for the company
and the customer. It involves the integration of marketing, sales, customer service, and the
supply-chain functions of the organization to achieve greater efficiencies and effectiveness in
delivering customer value. Aesthetic property development always tries to take strong with
their clients. As is implicit in the above definition, the purpose of CRM is to improve
marketing productivity. Marketing productivity is achieved by increasing marketing
efficiency and by enhancing marketing effectiveness

Customer Satisfaction of Aesthetic Property Development Ltd. 26

Figure 5: Data Model/ Information Platform for CRM of APDL
3.6 Market Segmentation and Target Market & Positioning (STP):
It is not possible to select target markets without simultaneously formulating a general
marketing strategy for each segment. A decisive criterion in selecting target market is the
ability to provide superior value to those market segments. Since customer value is delivered
by the marketing strategy, the firm must develop its general marketing strategies it evaluates
potential target markets.
3.6.1 Market Segmentation:
Market segmentation is the process of identifying and targeting groups of individuals who are
similar to one another. Markets can be segmented in many different ways: by product or
service needs, by sensitivity to price, by geographic area, by demographic segment, or by
psychographics and lifestyles. They are segmenting our market for our organization which is
persona beauty parlor. As we all know that a successful segmentation depends on
understanding what consumers need, how groups of consumers differ from one another, and
how consumers decide among products.

Customer Satisfaction of Aesthetic Property Development Ltd. 27
Aesthetic Property Development Ltd. has segmented its target market in many different ways.
They segmented their market by the people who are belonging to upper class and upper
middle class in society. Aesthetic Property Development Ltd. has segmented their market by
geographically which consists Gulshan, Bannani, Panthapath, Eskaton, Uttara, Baridhara and
so on. They charges different price for different place project. Some price is high and some
are comparatively lower than others. This is set actually in the basis of the place. Aesthetic
Property Development Ltd. develops this strategy for gaining their client satisfaction.
3.6.2 Target market:
Target customers are those who are most likely to buy the service or product. In Aesthetic
Property Development Ltd. they are focusing different group of people as their target market.
Different business groups are taking commercial places from this real estate company. On the
other hand, upper class and upper middle class general people are taking residential flat and
houses. They have targeted those people who are mostly from the upper, upper-middle and
middle class income group and also the working class. Their psychographic profile shows
that, they are more or less educated but willing to spend for lifestyle products and services.
They want to have a status in the society.
So, Aesthetic Property Development Ltd. targeted their potential customer and always
concern about their client satisfaction.
3.7 Positioning:
Positioning is the process by which marketers try to create an image or identity to their
targeted customers. Aesthetic Property Development Ltd. is already become brand for its
services and people who are used they came to know that. For the positioning of Aesthetic
Property Development Ltd. they use the 7ps which are product, price, place, promotion, and
extended marketing mix are people, process and physical evidence. Aesthetic Property
Development Ltd. uses this 7p for their positioning in order to deliver the best service and
also for the customer satisfaction.
3.8 Focus on Clients and Clients Behavior:
To determine clients satisfaction Aesthetic Property Development Ltd. always be very
concern about their clients. They focus on their clients purchase behavior, their demand,
need, their decision making process and so on.
3.9 Client Decision Making and Evaluation Process:
To satisfy clients Aesthetic Property Development Ltd. verifies and tactfully attack to their
decision making and evaluation process:

Customer Satisfaction of Aesthetic Property Development Ltd. 28
It is a process which all clients go through before purchasing a product or service. There are
five stages in this process. They are:


3.9.1 Need recognition:
The process of buying a service begins with the recognition that a need or want exists. The
most widely known way to characterize needs of consumers is Maslows hierarchy, which
specifies five need categories arranged in a sequence from basic lower-level t higher-level
needs. They are physiological needs, safety and security needs, social needs, ego needs and
self-actualization needs. But among the five need categories, Aesthetic Property
Developments clients are fulfilling their social, ego and self-actualization needs.
3.9.1.1 Safety and Security:
This is one of the most important needs of ones. For safety and security purpose people want
an accommodation and Aesthetic Property Development Ltd. target on that point to attract
them and to satisfy them BORK develop quality places for them.
3.9.1.2 Ego needs:
These needs are for prestige, success, accomplishment and self-esteem. By taking places
from Aesthetic Property Development, Clients are delighted because this parlor fulfills their
ego needs like the strong urge to look good to others and to feel good about them.
3.9.1.3 Self-actualization needs:
This need involves self-fulfillment and enriching experiences.
Clients desire to live up to their full potential and enjoy themselves. Aesthetic Property
Development provides for them super luxury apartments or commercial places.
3.9.2. Information search:
Once clients recognize a need, they need to obtain information about the service that might
satisfy their need. They use both personal and non-personal sources to gain information about
the service.
3.9.2.1 Personal Sources:
When purchasing a service, clients usually rely on personal sources like family, friends,
neighbors, acquaintances. For that Aesthetic Property Development Always maintain good
relationship with their old clients so that if a new client search information to them then they
can provide good information about Aesthetic Property Development
Need
Reorganization
Information
Search
Evaluation of
Service
Alternatives
Products
Purchase
Post
Experience
Evaluation

Customer Satisfaction of Aesthetic Property Development Ltd. 29
3.9.2.2 Non-Personal Sources:
Aesthetic Property Development is always available in the mass and selective media which
can convey information about search qualities but can communicate far less about experience
qualities handling, examining, and using the product. The Commercial sources are
advertising, salespeople, dealers, packaging, and displays. There have Public sources like
mass media, consumer-rating organizations. And so on.
3.9.3 Evaluation of service alternatives:
The evoked set of alternatives for services is always there. So clients may go there for
alternatives. For that Aesthetic Property Development always ready to bit them. They provide
quality products and they have so many projects in different areas so that clients get them
available everywhere they need and clients need not to go anywhere else.
3.9.4 Products Purchase:
There is the only real estate company in Bangladesh which does the mock test in its
apartments and commercial places. This mock test influences the clients to purchase those.
As services are high in experience qualities relative to goods, it is necessary for the service
providers to satisfy their consumers so that they repurchase their service in the future.
Aesthetic Property Development always focuses on this to satisfy their consumers so that
they come back to them in the future.
3.9.5 Post Experience Evaluation:
Word-of-mouth communication: Service consumers are strongly influenced by the
personal opinions of others. Therefore it is important for Aesthetic Property
Development to make a positive and memorable service experiences for their clients.
Attribution of dissatisfaction: If customers are dissatisfied with the service of the
service provider then they tend to attribute their dissatisfaction to the service provider
or themselves.
Brand loyalty : The degree to which consumers are committed to a particular brand
of goods or services depends on a number of factors; the cost of changing brands (
switching cost),the availability of substitutes, the perceived risk associated with the
purchase and the satisfaction obtained in the past. Loyal customers of Aesthetic
Property Development will not change brand because of its high switching cost,
limited substitutes and risks associated with the purchase.
3.10 Customer Expectations:
Customer expectations are beliefs about service delivery that serve as standards or reference
points against which performance is judged.

Customer Satisfaction of Aesthetic Property Development Ltd. 30
3.10.1 Levels of expectations:
Customers hold different types of expectations about service:
3.10.2 Desired Service:
The highest level is known as desired service. This is the level of service the customer hopes
to receive which is also known as wished for level of performance. Desired level of service
is a blend of what customers believes can be and should be.
3.10.3 Adequate Service:
The level of service which customers will accept is known as adequate service. It is the
minimum level of service which the customers will accept. Aesthetic Property Development
provides their clients an environment which satisfies their threshold level to provide adequate
service.
3.10.4 Zone of tolerance:
The difference between the desired level and adequate level is known as the zone of
tolerance. The lower the zone of tolerance the better it is for the service provider. If the
service drops below adequate service customers will be frustrated and their satisfaction with
the service provider will be undermined similarly, if service performance is higher than the
zone of tolerance than the zone of tolerance customers will be pleased. Customers can wait a
minimum time for the service they have paid, if they have to wait more than that then they
will be frustrated. At Aesthetic Property Development, each and every customer is valuable
to them. But the clients of them have to wait sometimes for their service which makes them
dissatisfied. Aesthetic Property Development has to more aware on that to deliver the
products to their clients on time.
Factors influencing customer expectations of service:
3.10.4.1 Sources of desired service expectations:
Two largest influences on desired service level are personal needs and philosophies about
service. Personal needs are those states or conditions essential to the physical or
psychological well-being of the customer are pivotal factors that shape what customers desire
in service. Personal needs fall into many categories, including physical, social, psychological
and functional. If a customer feels a strong need to buy their apartments or commercial places
from Aesthetic Property Development, then they might do so to satisfy her need.
3.10.4.2 Sources of adequate service expectations:
Factors that affect adequate service are; temporary service intensifiers, perceived service
alternatives, customer self-perceived service role, situational factors and predicted service.

Customer Satisfaction of Aesthetic Property Development Ltd. 31
a) Temporary service intensifiers consist of short-term, individual factors that make a
customer more aware of the need for service. For example, sometimes clients want their flat
with urgency from Aesthetic Property Development. Then to satisfy client they have to
deliver that soon.
b) Perceived service alternatives are other providers from whom the customer can obtain
service. Apart from taking products from Aesthetic Property Development, a client can obtain
service from other real estate companies. So, to keep them on their products have to be very
aware.
c) Self-perceived service role is the customer perception of the degree to which customers
exert an influence on the level of service they receive. Sometimes clients come to Aesthetic
Property Development and describe how they want their apartment or commercial place, and
then they have to customize their place according to their clients' choice.
3.10.5 The science of Customer Satisfaction is based on a simple equation:
Customer Satisfaction = Supplier Performance - Customer Expectations
This formula measures the customer satisfaction of customer of any organization.
There have some other formulas which are used to determine the level of customer
satisfaction of an organization. These are:
Expected service < actual service = delighted customer
Expected service > actual service = customer will be dissatisfied
Expected service = actual service, customer will be satisfied
3.10.6 Customer Perception
Clients use different service quality dimensions to measure the quality of service or products.
They are:

3.10.6.1 Reliability:
The ability to perform the promised service dependably and accurately.
Clients will judge whether Aesthetic Property Developments products are reliable to them or
not. So Aesthetic Property Development is always aware so that their clients get positive
results and to be motivated to buy the products.
3.10.6.2 Responsiveness:
It is the willingness to help customers and provide prompt service. Customers will evaluate
whether the employees of Aesthetic Property Development are willing to help them and how
Reliability
Responsivenes
s Search
Assurance Empathy Tangible

Customer Satisfaction of Aesthetic Property Development Ltd. 32
fast they are taken care of. So in that case Aesthetic Property Development has to have
qualified and skilled employees.
3.10.6.3 Assurance:
It is employees knowledge and courtesy and their ability to inspire trust and confidence. This
is very important to gain client satisfaction. So, Employees of Aesthetic Property
Development should be able to inspire their customers and to maintain the trust they have in
their customers.
3.10.6.4 Empathy:
The caring, individualized attention given to customers is another dimension which
customers use to measure the quality of service. Customers will see whether they are given
individual attention by the employees of Aesthetic Property Development Ltd.
3.10.6.5 Tangibles:
The good quality apartments, commercial places of Aesthetic Property Development Ltd. are
one of their major advantages which are always appreciated by their clients.
3.11 Determinants of Client Satisfaction:
Customer satisfaction is the element to measure the successfulness of a business. Obviously,
one of the challenges in severely marketing competitive environment is bringing to customer
the satisfaction.
3.11.1 Product or Service Features:
Customer satisfaction is influenced significantly by specific product or service features,
perceptions of product and service quality and price.
It is the relative value to customer of what is supplied compared with the satisfaction of
purchases from other companies. Aesthetic Property Development Ltd. is very much concern
in this factor. Their first priority is always the products feature.
3.11.2 Clients Emotion:
Personal factors such as the customers mood or emotional state and situational factors such
as family member options will also influence satisfaction. In order to gain the satisfaction
from Client effectively, it is necessary to understand their needs, demands which are very
important for Aesthetic Property Development Ltd. and while constructing their buildings
they always focus on that point.

Customer Satisfaction of Aesthetic Property Development Ltd. 33
3.11.3 Attributions for Service Success or Failure:
Attributions are the perceived causes of events which influence perception of satisfaction.
When they have been surprised by an outcome clients tend to look for the reasons and their
assessments of the reasons can influence their satisfaction. Aesthetic Property Development
Ltd. should focus on this.
3.11.4 Perception of Equity and Fairness:
Loyal customers often expect to be fairness or equity which sometimes dissatisfied client of
Aesthetic Property Development Ltd. because of their high product and service prices. An
appropriate price level while still requiring values from the relationship like appreciated,
recognized as regular customers as soon as initially entering business transaction with
company, companys staff with clear understanding their expectations and creating their
benefits during the relationship. Aesthetic Property Development Ltd. has to more work on
that to satisfy their clients.
3.11.5 Other Clients, Family Members and co-worker:
High level of customer satisfaction is the primary goal which all companies try to approach.
This is the best way to attract and maintain relationship with customers. Loyal customers
with high satisfaction are less sensitive and aware of finding an alternative service/product.
Consequently, current customers friends, partners and relative will also get perception of
companys business via their daily usual talks.
3.12 Listening to Customer Requirements and Understanding Customer Expectations
and Customer Perceptions:
3.12.1 Marketing Research:
As Aesthetic Property Development Ltd. is one of the leading real estate companies in
Bangladesh, it has a huge number of clients with different expectation and perception. To
understand their various expectation and perception, Aesthetic Property Development Ltd.
has to do marketing research which is basically identifying problems and objective so that
they can provide better service and products according to their demand.
3.12.2 Research Objective:
The first step in designing service marketing research is defining the problem and research
objectives. This is where the service marketer poses the questions to be answered or problem
to be solved with the research. So Aesthetic Property Development Ltd. emphasizes in this

Customer Satisfaction of Aesthetic Property Development Ltd. 34
step most. Because for each of these research questions Aesthetic Property Development Ltd.
has to build different research strategies.
The following are the most common research objectives in Aesthetic Property Development
Ltd. services:
a) To identify dissatisfied clients so that service recovery can be attempted.
b) To discover clients requirements or expectations for service.
c) To monitor and track service performance.
d) To asses overall Aesthetic Property Development Ltd. performance compared with that of
its competition.
e) To asses gaps between customer expectations and perception.
f) To measure effectiveness of changes in service delivery.
g) To appraise the service performance of individual for evaluation, recognition and reward.
h) To determine clients expectation for a new service.
i) To forecast future expectation of clients.
3.12.3 Elements in an Effective Marketing Research Program:
Some elements of research program are used by Aesthetic Property Development Ltd. which
is very important for determining their client satisfaction:
3.12.3.1 Complaint Solicitation:
This is most one of the important elements in research program of Aesthetic Property
Development Ltd. to make it effective. Aesthetic Property Development Ltd. always listens
to complaints very carefully and also seeks complaints as communications about what can be
done to improve their services and also their employees. Aesthetic Property Development
Ltd. uses complain as research documents and later they use the information to identified
dissatisfied customers and correct individuals problems where possible.
3.12.3.2 Critical Incident Studies:
For Aesthetic Property Development Ltd. the critical incident technique is powerful and vivid
in eliciting customer requirement to identify behavioral dimension of employee performance
at the service encounter level. Here Aesthetic Property Development Ltd. records the
verbatim stories about satisfying and dissatisfying service encounters from the customers
which they have expected. By that Aesthetic Property Development Ltd. can easily identify
the requirements and expectations of their clients.


Customer Satisfaction of Aesthetic Property Development Ltd. 35
3.12.3.3 Continuous feedback loop:
This performance improvement approach is used to plan, design, measure, assess, and
improve a service. though there has not any continuous feedback loop, Aesthetic Property
Development Ltd. ask their clients about their test, demand, need, ideas and according to
these feedback they try to improve or modify their works.
3.12.3.4 Requirement Research:
It is also called exploratory and descriptive research by which Aesthetic Property
Development Ltd. identify the benefits and attributes that their clients expect in a service.
Then they try to add those for their clients.
3.12.3.5 Relationship Services:
This is a comprehensive approach that helps Aesthetic Property Development Ltd. to
diagnose its relationship strength and weakness with their clients. It also helps Aesthetic
Property Development Ltd. to compare its performance with that of competitors.
3.12.3.6 Post Transaction Services:
Sometimes after providing services or particular transactions employees of Aesthetic
Property Development Ltd. ask to their customers some questions immediately about their
satisfaction with the service or transaction and contact personnel with whom they interacted.
Because the surveys are administrated continuously to a broad spectrum of customers, they
are more effective than complaint solicitation
3.12.3.7 Market Oriented Ethnography:
Ethnography means observe consumption behavior in natural setting and Aesthetic Property
Development Ltd. always concern and aware to fully understand others approach or how
customers of other cultures use services as they want to enter the customers world as much
as possible.
3.12.3.8 Future expected research:
Customer expectations are dynamic and can change very rapidly in market that is highly
competitive and volatile. So Aesthetic Property Development Ltd. does environmental
scanning and querying of customers about desirable features of possible services for the
future betterment of Aesthetic Property Development Ltd.


Customer Satisfaction of Aesthetic Property Development Ltd. 36

3.12.4 Building Customer Relationships:
Effective communication is known as a method of sharing information between customers
and company. A good communication includes transferring of understanding, offering and
meeting customers needs and demands promptly.
3.12.4.1 Relationship marketing:
Relationship marketing is a philosophy of doing a strategic orientation that focuses on
keeping and improving current customers rather than acquiring new customers which is a
secret of the success of Aesthetic Property Development Ltd.
A clear understanding of provided services/products also maintains and rears the customer
company relationship. Moreover, social ties, or in other words, social relationships in life
outside of business can lead to a strong commitment. Exchanging information during the
social life creates and builds relationship between the customers and company. This helps to
set up a longtime commitment in customer.
3.12.4.2 Goal of relationship marketing: The primary goal of relationship marketing of
Aesthetic Property Development Ltd. is to build and maintain a base of committed customers
who are profitable for them.
3.12.4.3 Customer profitability segment:
Aesthetic Property Development Ltd. wants to provide all customers with superior service
but they find it neither practical nor profitable to meet all customers expectations. So
Aesthetic Property Development Ltd. now tries to identify segments more appropriately tiers
of customers which goes beyond usage or volume segmentation because it tracks costs and
revenues for segments of customers.
3.12.5 Service Recovery:
It cannot be expected that, customers will be always satisfied with the service of any service
organization even though that particular organization provides relatively high quality service
rather than its nearer competitors. In some aspects, customers may get displeasures in term of
service encounters. Aesthetic Property Development Ltd. is one of the most successful and
branded real estate companies of our country. It has achieved its current market position by
providing its consistent quality performance to its customers. But the high price of their
products clients is somewhat dissatisfied. For middle class or sometimes upper middle class

Customer Satisfaction of Aesthetic Property Development Ltd. 37
clients are losses their interest to buy from them. So competitors are targeting this advantage
and snatching the clients from them.
So they have to minimize their product prices anyhow. To recover that the quality of their
products has been maximized. The interior and exterior of their apartments and commercial
places are more unique and sophisticated than their competitors.
So service recovery is really very important to keep and enhance their client satisfaction.
3.12.5 Gap between Customer and Company Models:
To satisfy clients it is very important to minimize and try to close the gap between the
companies and clients. The central focus of the gaps model is the client gap which is the
difference between client expectation and perception. There have determined four gaps:
Figure 4: Five gaps organizations should measure manage and minimize
Gap 1 is the distance between what customers expect and what think they expect -
Clearly survey research is a key way to narrow this gap.
Gap 2 is between management perception and the actual specification of the customer
experience - Managers need to make sure the organization is defining the level of service
they believe is needed.
Gap 3 is from the experience specification to the delivery of the experience Managers
need to audit the customer experience that their organization currently delivers in order to
make sure it lives up to the spec.
Gap 4 is the gap between the delivery of the customer experience and what is
communicated to customers - All too often organizations exaggerate what will be provided to

Customer Satisfaction of Aesthetic Property Development Ltd. 38
customers, or discuss the best case rather than the likely case, raising customer expectations
and harming customer perceptions.
So if Aesthetic Property Development Ltd. can minimize these gaps successfully then they
can easily satisfy their clients.
3.13 General Process of buying Plots:












3.14 Task regarding cancellation:
3.14.1 Inform the clients about cancellation:
Prepare cancellation letter for those clients who have more than two dues in their file.
Send the cancellation file and mention a deadline.
3.14.2 File cancellation and re-allotting the file:
Send alter notice to the clients before two (2) consecutive installments falls due.
Close the file after the cancel order by the honorable Chairman.
The file cancellation power is only exercised by the Chairman of BG. So sometime
cancelled files are re-allotting due to special request and approval of the honorable
Chairman.
3.14.3 Amount transfer.
Receive letter and all money receipt.
After the payment of Vat and reg. fees, registration Process will start and it will take
2 Months to 4 Years to handover the project.
After making full payment client have to pay registration fees and vat.
Pay regular monthly installment with 12/24/36/48/72/96 Month which agreed upon.
Submit booking form along with booking amount Tk.10, 000 by A/C payee
CQ/PO/DD.
Submit booking form along with booking amount Tk.10, 000 by A/C payee
CQ/PO/DD.
Fill-up booking form by all necessary information to authorized officer at sales
office.

Customer Satisfaction of Aesthetic Property Development Ltd. 39
Take attempt after getting the approval of Senior GM and Vice- Chairmen and the
clearance of accounts department.
Continue the process as per the clients requirement.
Transferring and receiving money receipt one office to another office.
If the money receipt does not match with the file numbers of the receiving office then
keep it separately.
Confirm the location of the file through file serial.
Send the money receipt to the file holding office.
Receive the money receipt from the other office.
3.15 Ways of Get Back the Money:
There are two options to get back money:
Transfer:
Client has to submit an application to transfer the money (The signature which is in
file must be in application also).
Client has to submit all original money receipt also.
It will take 2-3 month after submitting the application to transfer the entire amount.
Refund:
Client has to submit an application to get back the money.
It will take three years from the date of submission of application.
Sometimes it will take less time in special permission of the Managing Director of
Aesthetic Property Development.











Customer Satisfaction of Aesthetic Property Development Ltd. 40










Chapter- Four
Actual Job I have done















Customer Satisfaction of Aesthetic Property Development Ltd. 41
4.1 Internship Description:
In the internship period it is very important for any one where practical experience gathered. I
did my internship program at Aesthetic Property Development Ltd. Corporate Branch. At the
period of three month internship program I have learned many things about customer
satisfaction. Working in Aesthetic Property Development Ltd. Group I feel as a part of their
& every employee on their helped me so much to understand the works easily.
4.2 Internship Details:
This section of the internship report is devoted to describe my functions in Aesthetic Property
Development Ltd. as well as the main activities performed. The internship took place in the
Aesthetic Property Development Ltd. Corporate branch. The office is located in House#448,
Road#31, New DOHS Mohakhali, Dhaka 1210. The internship started on the 10
th
September
2013 to 8
th
December 2013 & the internship period was 3 months. During the first week I
had the opportunity to read several documents about the organization, its structure and
functioning rules and the projects of the organization, especially about the marketing
department which I dealt with. This allowed me to become familiar with the organization's
activities and goals. After the adaptation period, I started to assume the responsibilities that I
will explain below and that were defined in the internship protocol.
The internship was related to the after joining work I was given different types of activities to
perform. I was given the opportunity to implement my academic knowledge in practical life. I
worked with marketing department and also in the interior designing dept regarding
implementing strategies to increase sales and keeping record of monthly sales by the Sales
representative officers in different regions.
I worked in close cooperation with the Deputy Manager (Marketing Department) Mr.
Showkat Hossain Raju my supervisor on the follow-up of the marketing plan, management
policy, customer service etc. that includes updating the database, collection of data, initiation
of reporting, translations, preparation of meetings, contribution to the launch of the new
products.
4.3 Daily Work/Job Responsibilities:
When I was in Interior Designing department I had to go to different site projects. I had to do
drafting in AUTOCAD and Sketch up.
As an intern I engaged myself in different types of works which are given bellow:
Potential client search: My main duty is client search, so at first I was searching the
clients who are interested to buying the land and Flat.

Customer Satisfaction of Aesthetic Property Development Ltd. 42
Making calls to customers & introducing them about our products: After
searching the client, I was calling my customers & introducing them about our project
& also invite to come our office.
Ensure the visit of projects location: I had assisted with deputy manager convinced
the customer to visit the project location.
Discuss with clients about the advantages & disadvantages of buying the land:
Then we discussed with our customers about the condition of the land. I had discussed
the main features of Aesthetic Property Development Ltd. project. Deputy Manager
also stayed with me to make clear the clients.
Making the agreements & get the booking amount: If the customer were
convinced, then I had to make the agreement through the pre given instruction & get
the booking amount.
Payment collection system: Every customer payment system was not same. Some
customer payment by cash & some customer pay their payment by cheque.
Making calls to customers for giving the due amount: Every customer is not pay
full amount of money. Most of the customer use installment. So I was calling the
customer for giving their installment.
Communicate with customer until the lands have transferred: I was
communicating with my customers until the land has transferred because of customer
satisfaction.
Some other activities:
Receiving mail from the new client of Aesthetic Property Development ltd.
Analyzing the position of the organization in the market. Then, take the decision that
will they be our corporate client or not.
Take approval from the General Manager and any associate of the Sales department
of The Aesthetic Property Development ltd.
Send the corporate rate to client via mail.
If everything all right then again receive approval mail from the client.
Assist with images for developing a promotional brochure
Assist with branding and logo.
Organize files and photos.
Create fliers and print materials.
Post updates on Face book and other social media.
Assist with other tasks.

Customer Satisfaction of Aesthetic Property Development Ltd. 43
Stay with supervisor at time of signing deeds and other activities.
4.4 Different Aspects of Job Performance:
Job performance depends on many factors like job responsibility, working condition,
knowledge and expertise on the work activities; job satisfaction etc. The specific
responsibilities of my job were not so tough to do. The working environment at Aesthetic
Property Development ltd. was very friendly, which helped me to consider myself as a part of
my jobs with greater satisfaction. Sometimes the job seems much boring. I could perform
well due to the cordial assistance from all of the associates of Aesthetic Property
Development ltd. On my 14 weeks of internship period on Aesthetic Property Development
ltd. I have taught practically lots of things those I have learned on theoretical courses. Though
there I got differences sometimes but there were also some similar things. Really this
practical experience helped me a lot to learn more new things. In my future life all these will
be a valuable experience for me.
4.5 Learning Points:
During the internship period in Aesthetic Property Development Ltd. I have learnt lots of
things. These are listed below:
Communicate with the clients: Communicate with the clients over phone &give
feedback them.
Deal with customer: Here I have learnt how to deal with customer.
Communicate with general people: To complete internship in Aesthetic Property
Development Ltd. Im learnt how to communicate with general people.
Convincing the clients: Here I have learnt how to convincing the clients to buy a
plot
High range of promotional activities required to make a good consumer
Relation: Here I have learnt how to make a good relation with customer.
Measurement of Plot:
3.0 Katha= 6036= 2160 sft
4.0 Katha = 6048 = 2880 sft
4.5 katha= 7245= 3240 sft
5.0 Katha = 5072 = 3600 sft
6.0 Katha =6072 = 4320 sft
10 Katha = 72100 = 7200Sft
12 katha= 10880=8640 sft

Customer Satisfaction of Aesthetic Property Development Ltd. 44

4.6 Observations and Recommendations:
After working fourteen weeks in Aesthetic Property Development ltd. I have found
something really very impressive about the company. On the other hand from my observation
of last three months I would like to recommend them something that can give them another
thought. Here is my observation and some recommendation in my point of view is pointed:
Newcomers are treated quite well unlike many other organizations.
Here the environment and atmosphere of work is very friendly. Everyone help each
other when needed.
Aesthetic Property Development ltd. outsources designs from outside the company
and sometimes the country. But I think here the architectural team is very good at
design. So the designs or ideas they outsource can be done by the in house architects.
Aesthetic Property Development ltd. should maximize their promotional work.
Customer database should be more organized.
Improve office atmosphere to give customers friendly feeling.
When I was doing internship this was the project which was doing handover to clients.











Figure 6:Aesthetic Rabeya Magbazaar

Customer Satisfaction of Aesthetic Property Development Ltd. 45









Chapter- Five
Research Part











Customer Satisfaction of Aesthetic Property Development Ltd. 46
5.1 Problem Statement:
Suddenly our organization faced a problem that some of their deeds have cancelled. Thats
why I wanted to find the reason behind the problem that are the customer dissatisfied or some
other problem and try to give some suggestions and for this reason I am doing this research.
5.2 Project Timeline:
To prepare this project report I spend total 30 days. The project activities have shown in the
following Gantt chart.
Week 01 : Developed the research plan
Week 02 : Developed the hypothesis
Week 03 : Conduct survey research
Week 04 : Data analysis and Interpretation
Description of Activity Week- 1 Week- 2 Week- 3 Week- 4
Developed the research plan
Developed the hypothesis
Conduct survey research
Data analysis and
Interpretation

Table 1: Project Timeline
5.3 Budget Information:
The total expenditure to prepare this project as followed
Particulars Amount (Rs.)
Transportation 1,900
Printing, Photocopy & Binding 1,000
Cell phone & Internet Bill 1,200
Bills 480
Others Expenses 1,000
Total 5580

Table 2: Internship Budget Information


Customer Satisfaction of Aesthetic Property Development Ltd. 47
5.4 Research Methodology:
5.4.1 Type of research: Descriptive
5.4.2 Research Approach:
Survey ( Quantitative research)
5.4.3 Instrument of Research
Questionnaires with Structure question ( closed end)
10 Questions and pattern is Liker Scale
5.5 Population Definition:
5.5.1Population: The population for the survey was the 195 (Approximately)
5.5.2 Element: Clients of Aesthetic Property Development ltd.
5.5.3 Extent: Gulshan, Mirpur, Banani, Jatrabari.
5.5.4 Duration: 1
st
November to 28
th
November 2013.

5.6 Sampling Plan:
5.6.1 Sample Unit: The different Clients of Aesthetic Property Development ltd.
considered as the Sample unit.
5.6.2 Sample Frame: The sample frame of this study consists of all the clients or
owner of plot, flat or commercial space.
5.6.3 Sample Size: The sample size of this research is 40 clients of Aesthetic Property
Development Ltd. As if in my surveyed, I take sample size is 40. As my sample size
is more than 30, thats why I am following Z test.
5.6.4 Sampling Procedure:
Probability Sampling
- Simple Random Sampling
5.7 Contact Method
Questionnaire Survey






Customer Satisfaction of Aesthetic Property Development Ltd. 48
5.8 Analysis and Presentation of Data:
After collecting all the data I had analyzed all the data individually. For analysis of data
Microsoft Word, Microsoft Excel, different tables and graphs were used to make the data
meaningful. I present the data through graph, chart, table etc. Based on my analysis I made
findings, recommendation and conclusion. The following formula has been followed:

Z test =

= mean value
n = sample size
s= = Standard deviation
X
= Average
5.9 Hypothesis scale:
In order to analysis the data a 5 point Liker scale has been used 1 stands for strongly
disagreed customer, 2 stands for only disagreed customer, 3 stands for the neither agree or
disagreed customer, 4 stands for agreed employee, and 5stands for strongly agreed employee.
The scale has been shown below:

Scale Weighted
Strongly Disagree 1
Disagree 2
Neither Agree or Disagree 3
Agree 4
Strongly Agree 5

Table 3: Hypothesis scale







n
s
X

Customer Satisfaction of Aesthetic Property Development Ltd. 49
5.10 Hypothesis Development:
With a view of fulfillment of the objectives some relevant hypothesis has been formulated
for this study.
01. H
A
: APDL provides best quality product with reasonable price.
02. H
A
: APDL products match with your requirements.
03. H
A
: APDL handover their product within given time.
04. H
A
: APDL clients have option for customizing their product.
05. H
A
: APDL Projects are situated in accommodation location.
06. H
A
: APDL pricing policy flexible for clients.
07. H
A
: Registration is timely done after full payment. .
08. H
A
: Client gets the full and true information about any project of APDL.
09. H
A
: APDL maintains good relation with the customer even after project delivery.
10. H
A
: APDL provides intimate attention to customer needs.





















Customer Satisfaction of Aesthetic Property Development Ltd. 50
5.11 Hypothesis Testing
H1 H2 H3 H4 H5 H6 H7 H8 H9 H10
1= Strongly Disagree 06 02 04 00 00 04 00 03 02 04
2=Disagree 08 02 04 05 06 06 06 12 04 05
3=Neither Agree Nor
Disagree
01 03 05 03 05 03 02 01 04 07
4= Agree 09 14 12 11 09 09 13 13 13 11
5= Strongly Agree 16 19 15 21 20 18 19 11 17 13
Total 141 166 150 168 163 151 165 137 159 144
Average 3.56 4.15 3.75 4.20 4.08 3.6 4.13 3.43 3.98 3.6
Standard Deviation
1.55 1.10 1.33 1.04 1.12 1.52 1.07 1.38 1.19 1.34
Z - test value 4.33 9.49 5.94 10.39 8.92 4.58 9.63 4.22 7.87 5.19
Table 4: Hypothesis Testing











Customer Satisfaction of Aesthetic Property
5.12 Graphical Representation:
01. H
O
: APDL does not provide
H
A
: APDL provides best quality product with reasonable price
H
O
: = 2.5
H
A
: > 2.5
n = 40
Here,
X
= 3.56
= 1.55
Z=
x
x
n
=
3.56-2
1.SS
40
At 5% level of significance, follows Z distribution =1.645
Since Z cal> Z tab, the null hypothesis is
said APDL is providing best quality product with reasonable price



40%
Strongly Disagree
Customer Satisfaction of Aesthetic Property Development
Graphical Representation:
does not provide best quality product with reasonable price
APDL provides best quality product with reasonable price.
2.5
= 4.33
level of significance, follows Z distribution =1.645
Since Z cal> Z tab, the null hypothesis is rejected. So at 5 % level of significance, it can be
APDL is providing best quality product with reasonable price.
Figure 7: Hypothesis 1
15%
23%
Chart Title
Strongly Disagree Disagree Neither Agree or Disagree Agree
Development Ltd. 51
best quality product with reasonable price.
at 5 % level of significance, it can be

20%
2%
Agree Strongly Agree

Customer Satisfaction of Aesthetic Property
02. H
O
: APDL products do not match with your
H
A
: APDL products match with your requirements
H
O
: = 2.5
H
A
: > 2.5
n = 40
Here,
X
= 4.15
= 1.10
Z=
x
x
n
=
4.15-2
1.1
40
At 5% level of significance, follows Z distribution =1.645.

Since Z cal> Z tab, the null hypothesis is not accepted. So
be said APDL products match




48%
Strongly Disagree
Customer Satisfaction of Aesthetic Property Development
APDL products do not match with your requirements.
APDL products match with your requirements.
2.5
= 9.49
follows Z distribution =1.645.
Since Z cal> Z tab, the null hypothesis is not accepted. So at 5 % level of significance, it can
APDL products match customer requirements.
Figure 8: Hypothesis 2
5%
5%
7%
Chart Title
Disagree Neither Agree or Disagree Agree
Development Ltd. 52
at 5 % level of significance, it can

35%
Agree Strongly Agree

Customer Satisfaction of Aesthetic Property
03. H
O
: APDL does not handover
H
A
: APDL handover their product within given time.
H
O
: = 2.5
H
A
: > 2.5
n = 40
Here,
X
= 3.75
= 1.33
Z=
x
x
n
=
3.75-2
1.33
40
At 5% level of significance, follows Z

Since Z cal> Z tab, the null hypothesis is not accepted. So
be said that APDL handover their product within given time



38%
Strongly Disagree Disagree
Customer Satisfaction of Aesthetic Property Development
APDL does not handover their product within given time.
APDL handover their product within given time.
2.5
= 5.94
At 5% level of significance, follows Z distribution =1.645.
Since Z cal> Z tab, the null hypothesis is not accepted. So at 5 % level of significance, it can
APDL handover their product within given time.
Figure 8: Hypothesis 3
10%
10%
30%
Chart Title
Disagree Neither Agree or Disagree Agree Strongly Agree
Development Ltd. 53
at 5 % level of significance, it can

12%
Strongly Agree

Customer Satisfaction of Aesthetic Property
04. H
O
: APDL clients do not have option for
H
A
: APDL clients have option for customizing their product
H
O
: = 2.5
H
A
: > 2.5
n = 40
Here,
X
= 4.20
= 1.04
Z=
x
x
n
=
4.20-2
1.04
40
At 5% level of significance, follows Z

Since Z cal> Z tab, the null hypothesis is not accepted. So
be said that APDL gives chance to clients customized their product


53%
Strongly Disagree Disagree
Customer Satisfaction of Aesthetic Property Development
APDL clients do not have option for customizing their product.
APDL clients have option for customizing their product.
2.5
= 10.39
At 5% level of significance, follows Z distribution =1.645.
Since Z cal> Z tab, the null hypothesis is not accepted. So at 5 % level of significance, it can
APDL gives chance to clients customized their product.
Figure 9: Hypothesis 4

0%
12%
7%
28%
Chart Title
Disagree Neither Agree or Disagree Agree
Development Ltd. 54
at 5 % level of significance, it can

Strongly Agree

Customer Satisfaction of Aesthetic Property
05. H
O
: APDL Projects are not
H
A
: APDL Projects are situated in
H
O
: = 2.5
H
A
: > 2.5
n = 40
Here,
X
= 4.08
= 1.12
Z=
x
x
n
=
4.08-2
1.12
40
At 5% level of significance, follows Z

Since Z cal> Z tab, the null hypothesis is not accepted. So
be said that APDL Projects are situated in


50%
Strongly Disagree
Customer Satisfaction of Aesthetic Property Development
not situated in accommodation location.
APDL Projects are situated in accommodation location.
2.5
= 8.92
At 5% level of significance, follows Z distribution =1.645.
Since Z cal> Z tab, the null hypothesis is not accepted. So at 5 % level of significance, it can
APDL Projects are situated in that location which has all modern facilities
Figure 10: Hypothesis 5

0%
15%
12%
23%
Chart Title
Disagree Neither Agree or Disagree Agree Strongly Agree
Development Ltd. 55
at 5 % level of significance, it can
which has all modern facilities.

Strongly Agree

Customer Satisfaction of Aesthetic Property
06. H
O
: APDL pricing policy does not flexible for clients
H
A
: APDL pricing policy flexible for clients

H
O
: = 2.5
H
A
: > 2.5
n = 40
Here,
X
= 3.78
= 1.42
Z=
x
x
n
=
3.6-2.5
1.S2
40
At 5% level of significance, follows Z distribution =1.645.

Since Z cal> Z tab, the null hypothesis is not accepted. So
be said that APDL has a flexible pricing policy



45%
Strongly Disagree
Customer Satisfaction of Aesthetic Property Development
pricing policy does not flexible for clients.
APDL pricing policy flexible for clients.
5
= 4.58
follows Z distribution =1.645.
Since Z cal> Z tab, the null hypothesis is not accepted. So at 5 % level of significance, it can
APDL has a flexible pricing policy.
Figure 11: Hypothesis 6
10%
15%
23%
Chart Title
Disagree Neither Agree or Disagree Agree
Development Ltd. 56
at 5 % level of significance, it can

7%
Strongly Agree

Customer Satisfaction of Aesthetic Property
07. H
O
: Registration is not timely
H
A
: Registration is timely

H
O
: = 2.5
H
A
: > 2.5
n = 40
Here,
X
= 4.13
= 1.07
Z=
x
x
n
=
4.13-2
1.0
40
At 5% level of significance, follows Z

Since Z cal> Z tab, the null hypothesis is not accepted. So
be said that Registration is properly done after full payment.


48%
Strongly Disagree Disagree
Customer Satisfaction of Aesthetic Property Development
not timely done after full payment.
timely done after full payment.
2.5
= 9.63
At 5% level of significance, follows Z distribution =1.645.
Since Z cal> Z tab, the null hypothesis is not accepted. So at 5 % level of significance, it can
Registration is properly done after full payment.
Figure 12: Hypothesis 7
0%
15%
5%
32%
Chart Title
Disagree Neither Agree or Disagree Agree
Development Ltd. 57
at 5 % level of significance, it can

32%
Strongly Agree

Customer Satisfaction of Aesthetic Property
08. H
O
: Client does not get the full
H
A
: Client gets the full and true
H
O
: = 2.5
H
A
: > 2.5
n = 40
Here,
X
= 3.43
= 1.38
Z=
x
x
n
=
3.43-2
1.38
40

At 5% level of significance, follows Z distribution =1.645.

Since Z cal> Z tab, the null hypothesis is not accepted. So
be said that Client gets the full


28%
Strongly Disagree Disagree
Customer Satisfaction of Aesthetic Property Development
get the full and true information about any project of APDL.
and true information about any project of APDL
2.5
= 4.22
of significance, follows Z distribution =1.645.
Since Z cal> Z tab, the null hypothesis is not accepted. So at 5 % level of significance, it can
Client gets the full and true information about any project of APDL
Figure 13: Hypothesis 8

7%
30%
2%
33%
28%
Chart Title
Disagree Neither Agree or Disagree Agree Strongly Agree
Development Ltd. 58
information about any project of APDL.
information about any project of APDL.
at 5 % level of significance, it can
information about any project of APDL.

Strongly Agree

Customer Satisfaction of Aesthetic Property
09. H
O
: APDL is not maintaining good relation with the customer even after project delivery.
H
A
: APDL is maintaining good relation with the customer even after project delivery
H
O
: = 2.5
H
A
: > 2.5
n = 40
Here,
X
= 3.98
= 1.41
Z=
x
x
n
=
3.98-2
1.19
40
At 5% level of significance, follows Z distribution =1.645.

Since Z cal> Z tab, the null hypothesis is not accepted. So
be said that APDL is maintaining good relation with the customer even after project delivery


43%
Strongly Disagree Disagree
Customer Satisfaction of Aesthetic Property Development
APDL is not maintaining good relation with the customer even after project delivery.
APDL is maintaining good relation with the customer even after project delivery
2.5
= 7.87
At 5% level of significance, follows Z distribution =1.645.
Since Z cal> Z tab, the null hypothesis is not accepted. So at 5 % level of sign
is maintaining good relation with the customer even after project delivery
Figure 14: Hypothesis 9

5%
10%
10%
32%
Chart Title
Disagree Neither Agree or Disagree Agree Strongly Agree
Development Ltd. 59
APDL is not maintaining good relation with the customer even after project delivery.
APDL is maintaining good relation with the customer even after project delivery.
at 5 % level of significance, it can
is maintaining good relation with the customer even after project delivery.

Strongly Agree

Customer Satisfaction of Aesthetic Property
10. Ho: APDL does not provide intimate attention to customer needs.
Ha: APDL provides intimate attention to customer needs.

H
O
: = 2.5
H
A
: > 2.5
n = 40
Here,
X
= 3.6
= 1.34
Z=
x
x
n
=
3.55-2
1.38
40
At 5% level of significance, follows Z distribution =1.645.

Since Z cal> Z tab, the null hypothesis is not accepted. So
be said that the APDL provide

33%
Strongly Disagree Disagree
Customer Satisfaction of Aesthetic Property Development
rovide intimate attention to customer needs.
intimate attention to customer needs.
2.5
= 4.81
At 5% level of significance, follows Z distribution =1.645.
Z tab, the null hypothesis is not accepted. So at 5 % level of significance, it can
rovides intimate attention to customer needs.
Figure 15: Hypothesis 10
10%
17%
12%
28%
Chart Title
Disagree Neither Agree or Disagree Agree
Development Ltd. 60
at 5 % level of significance, it can

12%
Strongly Agree

Customer Satisfaction of Aesthetic Property Development Ltd. 61
5.13 Findings from the study:
1) Around 16 respondents had strongly agreed, 09 agreed and 01 neither agree nor
disagree with the statement that APDL is providing best quality product with
reasonable price. So around 40 respondents 25 clients are satisfied with APDL which
is good for APDL.
2) With the statement that APDL products match with your requirements, around 19
respondents had strongly agreed, 14 agreed and 03 neither agree nor disagree. In this
case I have found that 33 clients around 40 are satisfied with products of APDL which
is really a positive sign for APDL.
3) Around 15 respondents had strongly agreed, 12 agreed and 05 neither agree nor
disagree with the statement that APDL handover their product within given time.
Within 40 clients 27 are satisfied with APDL so it is also positive sign for APDL.
4) Around 21 respondents had strongly agreed, 11 agreed and 03 neither agree nor
disagree with the statement that APDL clients have chance for customized their
product. Customers are satisfied with customization products and service.
5) Around 20 respondents had strongly agreed, 09 strongly agreed and 05 neither agree
nor disagree with the statement that APDL Projects are situated in accommodation
location.
6) With the statement that APDL pricing policy flexible for around 18 respondents had
strongly agreed, 06 strongly agreed and 02 neither agree nor disagree.
7) With the statement that Registration is timely done after full payment, around 19
respondents had strongly agreed, 13 agreed and 02 neither agree nor disagree.
8) With the statement Client gets the full and true information about any project of
APDL around 11 respondents had strongly agreed where 13 agreed and 01 neither
agree nor disagree. Clients are somewhat satisfied with this statement.
9) Around 17 respondents had strongly agreed, 13 strongly agreed and 04 neither agree
nor disagree with the statement that APDL is maintaining good relation with the
customer even after project delivery. Clients are much satisfied with this service of
APDL.
10) With the statement that Promotional activities of APDL encourage customers, around
13 respondents had strongly agreed, 11 agreed and 06 neither agree nor disagree.
More than 50% clients get immidiate solution.


Customer Satisfaction of Aesthetic Property Development Ltd. 62
5.14 Recommendations:
As usual we have seen that customer is satisfied to APDL on the basis of hypothesis. But
making customers more satisfied APDL should do much better. In recommendations,
certain suggestions can be followed. They are given below:
Ensure the product quality as best as possible.
Maximum customers expect the reasonable price, so carefully the price should be
established in per plot. All modern facilities are equal distribution in all class of
people.
APDL should not hide any information about project or charge.
APDL Pricing policy should be more flexible.
Employees need more training and development program to gain more skills and
help the company with their different skills to expand.
They have to more aware to deliver the products to their clients on time.
Provide intimate attention to customer needs.
Recommendation by Clients of APDL(Mentioned at comments):
To provide financial assistance like Desa, Tista, Wasa, T&T to be strengthened &
for getting connection of utilities promptly the procedural bottleneck should be
removed.
APDL need online booking system like some other company.

If Aesthetic Property Development Ltd. follows these recommendations, I believe they
can do better in future.











Customer Satisfaction of Aesthetic Property Development Ltd. 63
5.15 Conclusion:
Aesthetic Property Development Ltd. is one of the reputed companies in our country. It is
now operating its activities in the competitive market for providing more and more
sophisticated interior designing. Every company has its long-term goal of operating its
activities with good performance. The overall performance of any organization depends
on the satisfaction of the clients. So the company should consider their individual clients
satisfied with their better services.
Aesthetic Property Development Ltd. has successfully managed to keep its position
among the top companies list in developing modern building as well as their interior
designing. They have a good potential to expand their business and capture more markets.
Their main strength is their hardworking and efficient workforce which has enabled them
to reach what they are today.
The overall satisfaction level among the clients is good but some factor which may
hamper the future growth of the business is the factor for their dissatisfaction. If they
revise their motivational policies, safety and benefits the client satisfaction would
increase according to the companys expectations.
Then analysis and findings are summarized of the company regarding making the clients
satisfied regarding the different issues. Finally, based on the problems, recommendation
has been developed to solve the problems to make the clients satisfied.
It is expected that the company can make its clients satisfied following the developed
recommendations and make itself as competitive company and soon place itself in the top
10 companies in the market.
With over two decades of excellence, Aesthetic is a name synonymous with global
standards, new generation workspaces and lifestyles. It has the distinction of developing
commercial & residential projects










Customer Satisfaction of Aesthetic Property Development Ltd. 64










Appendix












Customer Satisfaction of Aesthetic Property Development Ltd. 65
R Re ef fe er re en nc ce es s
1 1. . A An nd de er rs so on n, , R R. .E E, , 1 19 97 73 3, , " "C Co on ns su um me er r d di is ss sa at ti is sf fa ac ct ti io on n: : t th he e e ef ff fe ec ct t o of f d di is sc co on nf fi ir rm me ed d
e ex xp pe ec ct ta an nc cy y o on n p pe er rc ce ei iv ve ed d p pr ro od du uc ct t p pe er rf fo or rm ma an nc ce e" ", , J Jo ou ur rn na al l o of f M Ma ar rk ke et ti in ng g R Re es se ea ar rc ch h, , 1 10 0, ,
3 38 8- -4 44 4. .
2 2. . B Bo ou ul ld di in ng g, , W W, , K Ka al lr ra a, , A A. ., , S St ta ae el li in n, , R R. ., , Z Ze ei it th ha am ml l, , V V. .A A. ., , 1 19 99 93 3, , " "A A d dy yn na am mi ic c p pr ro oc ce es ss s m mo od de el l
o of f s se er rv vi ic ce e q qu ua al li it ty y: : f fr ro om m e ex xp pe ec ct ta at ti io on ns s t to ob be eh ha av vi io ou ur ra al l i in nt te en nt ti io on ns s" ", , J Jo ou ur rn na al l o of f M Ma ar rk ke et ti in ng g
R Re es se ea ar rc ch h, , 3 30 0, , 7 7- -2 27 7. .
3 3. . C Ca ar rd do oz zo o, , R R. .N N, , 1 19 96 65 5, , " "A An n e ex xp pe er ri im me en nt ta al l s st tu ud dy y o of f c co on ns su um me er r e ef ff fo or rt t, , e ex xp pe ec ct ta at ti io on n a an nd d
s sa at ti is sf fa ac ct ti io on n" ", , J Jo ou ur rn na al l o of f M Ma ar rk ke et ti in ng g R Re es se ea ar rc ch h, , 2 2, , 2 24 44 4- -9 9. .
4 4. . C Ch hu ur rc ch hi il ll l, , G G. .A A, , S Su ur rp pr re en na an nt t, , C C, , 1 19 98 82 2, , " "A An n i in nv ve es st ti ig ga at ti io on n i in nt to o t th he e d de et te er rm mi in na an nt ts s o of f
c cu us st to om me er r s sa at ti is sf fa ac ct ti io on n" ", , J Jo ou ur rn na al l o of f M Ma ar rk ke et ti in ng g R Re es se ea ar rc ch h, , X XI IX X, , 4 49 91 1- -5 50 04 4. .
5 5. . D Da ab bh ho ol lk ka ar r, , P P. . A A. ., , & & T Th ho or rp pe e, , D D. . 1 1. . ( (1 19 99 94 4) ), , D Do oe es s c cu us st to om me er r s sa at ti is sf fa ac ct ti io on n p pr re ed di ic ct t s sh ho op pp pe er r
i in nt te en nt ti io on ns s, , J Jo ou ur rn na al l o of f C Co on ns su um me er r S Sa at ti is sf fa ac ct ti io on n, , D Di is ss sa at ti is sf fa ac ct ti io on n a an nd d C Co om mp pl la ai in ni in ng g
B Be eh ha av vi io or r, , 7 7( (2 29 91 1) ), , 1 16 61 1- -7 71 1. .
6 6. . H Ho ow wa ar rd d, , J J. .A A, , S Sh he et th h, , J J. .N N, , 1 19 96 69 9, , T Th he e T Th he eo or ry y o of f B Bu uy ye er r B Be eh ha av vi io or r, , J Jo oh hn n W Wi il le ey y & & S So on ns s, ,
N Ne ew w Y Yo or rk k, , N NY Y. .
7. Kotler P. Keller K. Lane, Marketing Management, 12
th
Edition, Ptentice Hall, India,
2006, Page no :( 138, 534-603, 632-695.)
8. Kotler P. Principles of Marketing, 10
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9. Ltd. Indian, 2004. Page no:(69, 274, 275 & 565.)
1 10 0. . O Ol li iv ve er r, , R R. .L L, , 1 19 97 77 7, , " "E Ef ff fe ec ct ts s o of f e ex xp pe ec ct ta at ti io on n a an nd d d di is sc co on nf fi ir rm ma at ti io on n o on n p po os st t- -e ex xp po os su ur re e
p pr ro od du uc ct t e ev va al lu ua at ti io on ns s: : a an n a al lt te er rn na at ti iv ve e i in nt te er rp pr re et ta at ti io on n" ", , J Jo ou ur rn na al l o of f A Ap pp pl li ie ed d P Ps sy yc ch ho ol lo og gy y, , 6 62 2, ,
4 4, , 4 48 80 0- -8 86 6. .
1 11 1. . O Ol li iv ve er r, , R R. .L L. . ( (1 19 98 80 0) ). . A A c co og gn ni it ti iv ve e m mo od de el l o of f t th he e a an nt te ec ce ed de en nc ce e a an nd d c co on ns se eq qu ue en nc ce es s o of f
s sa at ti is sf fa ac ct ti io on n d de ec ci is si io on ns s, , J Jo ou ur rn na al l o of f M Ma ar rk ke et ti in ng g R Re es se ea ar rc ch h, , 1 17 7, , 4 46 6- -9 9. .
1 12 2. . O Ol li iv ve er r, , R R. .L L, , 1 19 98 81 1, , " "M Me ea as su ur re em me en nt t a an nd d e ev va al lu ua at ti io on n o of fs sa at ti is sf fa ac ct ti io on n p pr ro oc ce es ss s i in n r re et ta ai il l
s se et tt ti in ng g" ", , J Jo ou ur rn na al l o of f R Re et ta ai il li in ng g, , 5 57 7, , 2 25 5- -4 48 8. .
1 13 3. . O Ol ls so on n, , J J. .C C, , D Do ov ve er r, , P P, , 1 19 97 79 9, , " "D Di is sc co on nf fi ir rm ma at ti io on n o of fc co on ns su um me er r e ex xp pe ec ct ta at ti io on n t th hr ro ou ug gh h
p pr ro od du uc ct t t tr ri ia al l" ", , J Jo ou ur rn na al l o of f A Ap pp pl li ie ed d P Ps sy yc ch ho ol lo og gy y, , 6 64 4, , 1 17 79 9- -8 89 9
1 14 4. . Wheelen L Thomas. And Hunger J David. Strategic Management and Business
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edition.


Customer Satisfaction of Aesthetic Property Development Ltd. 66
Websites:
http://www.aestheticbdbd.com
http://en.wikipedia.org/wiki/aesthetic
http://www.qualitydigest.com/sept00/html/satisfaction.html
http://www.sitepoint.com/satisfaction-7-steps/
http://www.cognisantassociates.co.uk/articles/Customer_Satisfaction.html
http://www.terry.uga.edu/~rgrover/chapter_27.pdf




























Customer Satisfaction of Aesthetic Property Development Ltd. 67
Photos:
Some successful Projects
















Aesthetic Angelica Comilla Aesthetic Marigold

Customer Satisfaction of Aesthetic Property Development Ltd. 68
Questionnaires:
Dear Respondent,
I am Md. Ebrahim Hossian students of Bachelor of Business Administration (BBA); in the
College of Business Administration (CBA) at International University of Business
Agriculture and Technology (IUBAT). I am doing survey on Customer Satisfaction of
Aesthetic Property Development Ltd. as a partial fulfillment of the course Internship Report
(BUS-490).
Would you mind giving us few minutes to answer some questions? Answering the questions
will be highly acknowledged and esteemed, as it will be a great assistance for me to complete
the research paper.
Questionnaire on Customer satisfaction
Name: . Profession:
Age: ...Cell No: ..
How do you agree with those questionnaires? Give a tick () mark on your answer.
01. 1. APDL provides best quality product with reasonable price.
1. Strongly Disagree 2. Disagree 3. Neither Agree nor Disagree 4.Agree
5. Strongly Agree
2. APDL products match with your requirements.
1. Strongly Disagree 2. Disagree 3. Neither Agree nor Disagree 4.Agree
5. Strongly Agree
3. APDL handover their product within given time.
1. Strongly Disagree 2. Disagree 3. Neither Agree nor Disagree 4.Agree
5. Strongly Agree
4. APDL clients have option for customizing their product.
1. Strongly Disagree 2. Disagree 3. Neither Agree nor Disagree 4.Agree
5. Strongly Agree

5. APDL Projects are situated in accommodation location.

Customer Satisfaction of Aesthetic Property Development Ltd. 69
1. Strongly Disagree 2. Disagree 3. Neither Agree nor Disagree 4.Agree
5. Strongly Agree
6. APDL pricing policy flexible for clients.
1. Strongly Disagree 2. Disagree 3. Neither Agree nor Disagree 4.Agree
5. Strongly Agree
7. Registration is timely done after full payment.
1. Strongly Disagree 2. Disagree 3. Neither Agree nor Disagree 4.Agree
5. Strongly Agree
8. Client gets the full and true information about any project of APDL.
1. Strongly Disagree 2. Disagree 3. Neither Agree nor Disagree 4.Agree
5. Strongly Agree
9. APDL is maintaining good relation with the customer even after project delivery.
1. Strongly Disagree 2. Disagree 3. Neither Agree nor Disagree 4.Agree
5. Strongly Agree
10. APDL provides intimate attention to customer needs.
1. Strongly Disagree 2. Disagree 3. Neither Agree nor Disagree 4.Agree
5. Strongly Agree
11. As an honorable client of our company will you suggest anyone for purchasing our
product? If yes or no write it below please.


12. Write your valuable comment about us which will be encouraging us to provide you
much better service.



Thank You

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