I Pragya Singh Baghel, here to talk about my Summer Internship which I am very fortunate to have
conducted at Reliance Retail.
To begin with let me talk about my topic “A study attitude towards on value added services offered
by RELIANCE RETAIL to strengthen customer relationship and loyalty”.
The purpose of this project is to know the value added services that can be improved to enhance
the customer experience in the store. As to gain customer loyalty it is important to give them a
differentiated experience in the store i.e. to give them something unique to distinguish our store
form other stores.
I feel privileged to take a study on attitude of the customer towards the value added services in
Reliance Retail.
In any organization the most important thing is to manage customer relationship and to maximize
the profit. Both the things are asset of any organization.I found the reason that the customer
satisfaction is not significant because the footfall of store is too high that customer has to wait for
the billing. The other reason is that employees are not well trained to handle huge customers. Staff
interaction was not appropriate according to some customers. Offers and Discounts were not the
same as compared to their competitor stores: Max & Pantaloons.
After the findings and analyses several points came up which should be kept in mind for providing
better services to the customers in the store and this in turn will help the company to build
customer experience across their formats.
Thus by studying and analysing various customer touch points we came to know the most important
parameters of the value added services on which customer loyalty and satisfaction depends and on
the basis of that we can give customers a unique experience in Reliance Retail store. The scope of the
project is to meet or exceed customer needs and thereby increasing satisfaction, loyalty and
advocacy.
Objective:
To improve customer satisfaction
To find out effective measures to ensure customer loyalty
To study about the value added services affecting customers buying behavior.
Limitations-
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Analysis of the survey upon satisfaction level of the customers- On the basis of Customer Gender-
Out of 100 samples collected, 47% were males and 53%were females.
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Now as per there age- [Link],
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Next on the basis of number of visits-
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Overall customer satisfaction level-
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e.
Dimensions-After calculations, dimension location had obtained 87% score,
additional services had score 54%, product quality had 81%, facilities had score 67%,
reliability had 82% score , process had 74% score, value for money had 72% score,
staff had 82% score and personnel service had 73% score. The dimension location had
the highest score 87% and staff dimension got 82%, while additional services had
lowest score 54%. This showed general trend that people were most satisfied with
location and they like to buy from the most convenient supermarket; Along with this,
the Personal assistance or the staff service towards customers is also the most
important customer service attribute,which retailers have to make a note to emphasize
more on employee training on product knowledge, behavior and friendliness nature of
the salespeople who directly interact with customers.
In contrast, customers felt least satisfied with additional services. In other words, the
retailers should focus on
both high score and low score dimensions. Thus, critical factors of customer satisfaction of
selected supermarkets were location, staff, reliability, product quality and additional services.
MY EXPERIENCES AND LEARNING FROM THIS SURVEY:
Various personalities: there exist way too many personalities around us. Some will give
accurate/genuine answers and some will just beat around the bush.
Product/service performance: The survey was helpful to analyse why the customer had not
purchased a certain product/service offered by Reliance, what went wrong and what staff can do to
win customers back.
Employee performance: The survey was a good tool to measure employee performance and
how each employee/staff’s role is tied to customer satisfaction.
Customer loyalty. Surveys helped in discovering most loyal customers and influencers. Power
users, brand loyalists, brand heroes, no matter what we call them, they were the answer to knowing
exactly what Reliance is doing right, what it should keep doing, and what to start doing.
Keeping in touch: Survey is an effective tool to maintain regular communication between a
company and its customers.
Market research: customer survey proved to be an effective tool to know about what customers
are coming to Reliance. Their age, gender, locality and information regarding many other factors
come to our knowledge.
FINDING-If good customer service is given, more than 78% of the respondents
agree to say that they would be loyal to the store.
More than 60% of the respondents say that the overall satisfaction level of the store is
very poor. This is again tested and proved on hypothesis test.
Most of the young customers are highly satisfied. The results also showed that
satisfied customers are more frequent in shopping at retail stores.
From the hypothesis test, it is found that customer service like personal assistance is
the key attribute to customers while making his purchase decisions.
Chi-squared test that loyalty of customers is highly dependent on customer
satisfaction level in the store.
Suggestions- Personal assistance to customers in the store is a very important customer
service attribute and hence retailers should take relevant measures to ensure of its best
assistance.
1. Retailers should try to improve on customer services in order to generate
customer loyalty.
2. By taking above measures the retailer can increase customer satisfaction level.
3. The retailer should strategize to provide many other services such as easy
payment options, returns and claims, free shipping and delivery, easy ordering
and tracking points, rest rooms, salesperson assistance, store ambience,
parking, etc. to increase satisfaction levels.
4. To attract the age group of 50 and above by introducing various schemes,for
example by providing them free home deliveries.
5. To Induce Govt. Employees by Providing special package on shopping upto
certain amount.
6. Special Emphasis on Rural & uneducated [Link] appointing a personal
sales representative.
Conclusion:
1. It can be concluded from the study that personal assistance is the most
important service attribute that helps in customers’ buying decision making
process.
2. It can be concluded from chi squared test that loyalty of customers is highly
dependent on customers’ satisfaction level in the store and henceforth retailer
should take every step possible to increase satisfaction level in order to
generate customer loyalty.
3. The retailer believes that retail mix variables such as store layout, atmosphere,
product variety and promotion tools, pricing are highly important in order to
increase customer satisfaction level while shopping in the store.