“A STUDY ON CUSTOMER PERCEPTION TOWARDS SERVICE QUALITY AT BIG BAZAAR IN MADURAI”

ByK.MATHIVANAN

12MBA020Sourashtra college

Madurai

An assessment of how well a delivered service

conforms to the customer’s expectations. Service

business operators often assess the service quality

provided to their customers in order to improve their

service, to quickly identify problems, and to better

assess customer satisfaction.

INTRODUCTION

STATEMENT OF THE PROBLEM

Analysis of customer perception towards service quality at Big Bazaar in Madurai.

This study will no doubt help the organization to bring out change and improve the quality of service.

It will help the organization to identify the right kind of program of the customer.

OBJECTIVE OF THE STUDY

To understand the socio economic profile of the respondents

To identify the customer perception towards service quality

To know the perception of the customer towards service provided by the company

To suggest based on the research findings

METHODOLOGY Research methodology is way to systematically solve

the research problem. It is a plan of action for a research project and

explains in detail how data are collected and analyzed.

Research methodology may be understood as a science of studying how research is done scientifically.

It can cover a wide range of studies from simple description and investigation to the construction of sophisticated experiment

RESEARCH DESIGN

A research design in the arrangement of conditions and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. The researcher has selected Descriptive research design for the study. The researcher has planned to get the information by a questionnaire schedule. Since the objectives seek to measure and analyze the customer perception of the services offered by the Big Bazaar in Madurai city, a questionnaire was designed consisting of 20 questions.

SAMPLING DESIGN

The population consisted of respondents, who have visited as customers in Big Bazaar Madurai. The researcher took 90 respondents as sample through convenient sampling. The researcher has used Convenient Sampling. Data were collected with the use of Interview schedule from 90 respondents by the researcher.

Primary and secondary data

The data were collected from the respondent by administering an Interview Schedule.

The primary data were collected from

customers, who are visited to the store, and follow ups in Big Bazaar.

Secondary data were collected from Big Bazaar’ Brochures, Internet, Pamphlets and other records of the study unit.

DATA COLLECTION INSTRUMENT

QUESTIONNAIRE

DATA COLLECTION METHOD

INTERROGATION THROUGH PERSONAL

INTERVIEW

SAMPLING DESIGN

NON PROBABILITY WITH CONVENIENCE

SAMPLE SIZE

90

TOOLS OF ANALYSIS

The researcher has used Percentage Analysis, Arithmetic Mean, and Standard Deviation to compare the mean score of service quality dimension.

And the researcher also used independent T-test and one-way ANOVA to test the hypotheses

FINDINGS 73.3% age group of 18-30 years, 67.8% male, 60% unmarried, 42.2%studied under graduate. 32.2% of the respondents are employed in an organization. 23.3% of the respondents are belongs to the income level of 10000-20000. 72.2% of the respondents are known from word of mouth about BIG BAZAAR. 37.8% of the respondents are usually shop cloths. 34.4% of the respondents are shop once a month. 43.3% of the respondents are satisfied with availability of goods in BIG BAZAR. 51.1% of the respondents are satisfied with quality of goods in BIG BAZAR. 43.3% of the respondents are neither satisfied nor dissatisfied with price range

of products in BIG BAZAR. 43.3% of the respondents are satisfied with offer and discount in BIG BAZAR. 51.1% of the respondents are satisfied with fast billing in BIG BAZAR. 58.9% of the respondents are satisfied with credit card facility in BIG BAZAR. 57.8% of the respondents are satisfied with salesmanship and courtesy in BIG

BAZAR.

48.9% of the respondents are satisfied with parking facility in BIG BAZAR.

56.7% of the respondents are satisfied with lift facility in BIG BAZAR. 50% of the respondents are satisfied with security in BIG BAZAR. 52.2% of the respondents are highly satisfied with store ambience in BIG

BAZAR. 51.1% of the respondents are satisfied with customer service in BIG

BAZAR. 55.6% of the respondents are feeling ok for overall shopping experience. 43.3% of the respondents are expecting low price. 91.1% of the respondents are definitely visited again to the BIG BAZAAR. There is no significant mean difference between Income and customer

perception on Tangibility and Intangibility Dimensions of Service Quality. There is no significant mean difference between Occupation and

customer perception on Tangibility and Intangibility Dimensions of Service Quality.

FINDINGS

SUGGESTIONS

To provide reasonable price to the products, because the customers are feeling bad towards the price of products.

Customers are becoming price conscious they are having many options in the market considering the consumer buying behaviour; the malls should take certain definite steps like retaining customers by giving those schemes discounts and better service.

Regarding the satisfaction level of the respondents of availability of goods in the store limited. So the management take action to increase the availability of products.

Regarding the satisfaction level of the respondents of billing in the store was limited. So the management may train the cashier to make the billing faster & not to make the customer wait in queue.

To create awareness regarding the facility available in Big Bazaar like advertisements, because most of the respondents are not aware the facility provided by the company.

CONCLUSION

This project reveals the nature and origin of shopping malls, market trends of retail industry, importance of service quality, and their level of satisfaction. It is found that there is deficiency in the service quality provided by the Big Bazaar. There is some lack of service in all dimension of service quality. The vast deficiency exists in price range of products. There is a positive correlation between service quality dimensions and overall service quality. The competition continues to heat up in retail market around the country and emerging technology continues to empower customers with more market knowledge and wider choice.

Companies hoping to garner an enduring competitive advantage must develop their own standard of superior customer service, keeping in the mind that service quality is the core component of success. The management of BIG BAZAAR must believe that service quality is a tool for Survival, Profit, Market share, Brand Equity and Wealth Maximization. Therefore, the top management has to periodically monitor and improve the service quality.

CONCLUSION