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Factors Affecting Customer Satisfaction in Textile Industry: A Study of Vardhman Group

Nonis Jhamb Student, MBA, CBSA

AbstractCustomer Satisfaction is a term frequently used in marketing. It is a measure of how products and services supplied by a company meet or surpass customer expectation. Here the research has been undertaken in Vardhman Textiles Ltd. for studying customer satisfaction in textile products. An Analysis of the various factors which affect satisfaction level of customers has been done and a relationship between these factors has been found to find scope for further improvement. Primary data has been collected through a structured questionnaire of 80 customers of Vardhman Textiles Ltd. The report is based on exploratory and descriptive design both. In exploratory research, the factors that affect customer satisfaction have been found. The sampling technique used is Simple Lottery Random Sampling in which 80 customers have been randomly selected from all the customers. Descriptive statistics has been used and which include the application of the statistical tools namely: Correlation, Regression, ANOVA, and T-test. Key Words : Customer Satisfaction, Customer Loyalty, Repeat Sales, Cost of Acquiring new Customers.IntroductionCustomer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals.” It is seen as a key performance indicator within business and is often part of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy."Within organizations, customer satisfaction ratings can have powerful effects. They focus employees on the importance of fulfilling customers' expectations. Furthermore, when these ratings dip, they warn of problems that can affect sales and profitability.... These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-mouth marketing, which is both free and highly effective."Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able do this, firms need reliable and representative measures of satisfaction.

Review of Literature1. Yoganandan.G(2013) The article aimed at reviewing researches conducted on the factors

influencing the export performance of Textile industry. The review highlights the positive relationship between GDP, exchange rate,labor, capital (FDI) and technology with export

Biz and Bytes (Vol. 8. Issue: 1, 2017)� E-ISSN: 0976 0458, Print ISSN: 2320 897X

158

Dr. Satinder Pal SinghDean Research, CBSA

Bhawna AggarwalStudent, MBA, CBSA


159

performance of textile industry. Based on the review, it was suggested that future researches can be done by analyzing impact of these factors on less export oriented industries so that possibly such results maybe compared and new theories could be established.

2. Ikilem Gocek(2012) The independent variables, PSQ, PPQ, BI and PV were found to have influence on CS in the textile industry. For reaching customers and identifying marketing and sales strategies, it is useful for the textile companies to find out if the independent variables that influence CS show differences according to consumer age, gender, education, TMPI and ES.

3. Md. Alauddin(2013) As entire statistics already illustrated that the Bangladesh Labour Cost is astonishingly very low, customers get attracted to the Bangladesh Manufacturers Bangladesh’s Product (Garments) Quality is up to the mark which is by now proven by the several standards like ISO, WRAP etc. This paper stated the need for more emphasis on appointing expert employee and arrange workshop or on training is needed to make the employee more fitting to handle customer requirements and expectation.

4. Noopur Tandon(2013) Textiles industry and its Labor relations are undergoing profound changes which will initiate the need for the management, workers and all stakeholders to be ready for the competition for sustainability.

5. Jeanne Rossomme This paper demonstrates that significant gaps exist in both the academic and trade literature with regard to effective customer satisfaction measurement of business-to-business exchanges. The model presented here, rooted in existing knowledge oforganizational behavior and customer satisfaction processes, provides a practical framework for managers in evaluating the strength of their customer relationships.

6. Ivan GROS(2011) Presented sample of specific B2B corrugated cardboard market segmentation shows the implementation of modern methods of cluster analysis in formulating appropriate marketing and logistics strategies. Knowledge of the segment is essential for implementation of such methods. These methods are nevertheless only scarcely used in praxis on B2B markets in Czech Republic. The second objective of the study was to confirm or refuse the established hypotheses (incl. Price, relationship with supply chain etc.) concerning the behavior of B2B market segments.

7. Ikilem Gocek(2007) In this study the affecting independent variables of customer satisfaction were chosen brand image, perceived service quality and perceived product quality. By these independent variables, it is investigated that if any differences exist in perception of customer satisfaction according to the Turkish textile consumers in the view of gender. In data analysis of this research the SPSS program is used.

8. Devkumar S Callychurn(2014) Unarguably, in spite of a fierce competitive international environment, Company X has been able to position itself as one of the key players in the Mauritian apparel industry. In addition to the quantitative indicators, other success factors of company X include: Technology, branded products, labour force.

9. Hsiu-Yuan Hu(2010) The findings suggest new insights for researchers who investigate the quality of medical service, and also for hospital managers who devote resources exclusively in an attempt to achieve the highest possible levels of patient satisfaction.

10. Jiana Daikh(2015) The purpose of this research is to study the relationship between customer satisfaction and consumer loyalty and apply its relationship into all the market industries including products and services, particularly in financial institutions. The discussion of the study indicated that there is a significant positive relationship between customer loyalty and customer satisfaction, however, it is important to fully understand that the loyalty which is the main goal of each industry is very hard to achieve and is not very easy to be reached by industries due to the customer satisfaction which is very hard to reach by itself, and the service quality as well.

Research MethodologyIn this study primary data and secondary data has been collected. Primary data has been collected through a structured questionnaire of 80 customers of Vardhman Textiles ltd. The report is based on exploratory and descriptive design both. In exploratory research, factors that can affect customer satisfaction have been analysed. The sampling technique is simple random sampling in which 80 customers have been randomly selected from all the customers. Descriptive statistics has been used and it includes the application of the statistical tools namely, correlation, regression, ANOVA, and T-test.Research Objectives1. To study the factors of customer satisfaction in Vardhman group.2. To study the factors from which most of the companies (those are customers) are

dissatisfied.3. To establish relationship between these factors.4. To suggest the recommendations for the scope of improvement.Research DesignThe research design used for this study is of the descriptive type and Causal type. Descriptive research studies are those studies which are concerned with describing the characteristics of a particular individual or a group.Population: The total element of the universe from which sample is selected for the purpose of study is known as population. The population of my research is the employees of company.Sample Size: All the items consideration in any field of inquiry constitutes a universe of population. In this research only a few items can be selected form the population for our study purpose. The items selected constitute what is technically called a sample. Here out sample size is 70 customers from the total population to conduct the study.Data CollectionThe data source: Primary in nature.Primary Data: It is the information that you collect specifically for the purpose of your research project .An Advantage of primary data is that it is specifically tailored to your research needs.The research approach: Survey MethodThe research instrument: Questionnaire MethodThe respondents: Executives, Sr. Executives, Assistant Managers, Managers and Top Management of various companies.Data Analysis and Interpretation


160

Frequency Table

Frequency Table

Pie Chart

170

Area or Segment of Dealing

Frequency

Percent Valid Percent Cumulative Percent

Valid

Brands

10

14.3 14.3 14.3

RMGE

11

15.7 15.7 30.0

GAP

12

17.1 17.1 47.1

Distributors

9

12.9 12.9 60.0

Triburg 8 11.4 11.4 71.4

Direct Export Bangladesh 10 14.3 14.3 85.7

Direct export 10 14.3 14.3 100.0

Total 70 100.0 100.0


161

InterpretationWorking of the organization is divided into 7 major segments on the basis of the area and type of customers they serve. As the major share is covered under GAP.

From how long they are purchasing from vardhman

Frequency

Percent

Valid Percent

Cumulative

Percent

Valid

0 to 2 Yrs

1

1.4

1.4 1.4

3 to 5 Yrs

15

21.4

21.4 22.9

6 to 8 Yrs

23

32.9

32.9 55.7

8 to 10 Yrs 25 35.7 35.7 91.4

More then 10 Yrs 6 8.6 8.6 100.0

Total 70 100.0 100.0


162

Interpretation:Most of the customers are those who are purchasing from 8 to 10 years. Vardhman believes in maintaining relationships that is why there are mainly old customers and very few new customers.


163

Q1_1. Please rate on a 5 point scale the following attributes related to job satisfaction where 5 is strongle agree and 1 is strongly disagree: I am satisfied with the product range of the company.

Interpretation:

44.29% of the customers are satisfied with the range of products offered by company on the basis

of their design and development.

Frequency

Percent

Valid Percent

Cumulative

Percent

Valid

Strongly Disagree

3

4.3

4.3 4.3

Disagree

9

12.9

12.9 17.1

Neutral

22

31.4

31.4 48.6

Agree

31

44.3

44.3 92.9

Strongly Agree 5 7.1 7.1 100.0

Total 70 100.0 100.0


164

Q1_2. Please rate on a 5 point scale the following attributes related to job satisfaction where 5 is strongle agree and 1 is strongly disagree: The quality of the products is up to the mark.

InterpretationMore than half of the customers are highly satisfied with the quality of the fabric offered by the vardhman,that is 54.29%. and others are varied on the level of satisfaction but there is not any of the customer who is dissatisfied with the quality.

Frequency

Percent

Valid Percent

Cumulative

Percent

Valid Neutral 11

15.7

15.7

15.7

Agree 38

54.3

54.3

70.0

Strongly Agree 21 30.0 30.0 100.0

Total 70 100.0 100.0


165

Q1_3. Please rate on a 5 point scale the following attributes related to job satisfaction where 5 is strongle agree and 1 is strongly disagree: The lead time taken by the company is acceptable.

InterpretationOn an average, lead time is acceptable by the customers of different segments. But it is not acceptable in the product specific customer as in the case of yarn dyed fabric.

Frequency

Percent

Valid Percent

Cumulative

Percent

Valid

Strongly Disagree

7

10.0

10.0

10.0

Disagree

18

25.7

25.7

35.7

Neutral

23

32.9

32.9

68.6

Agree

20

28.6

28.6

97.1

Strongly Agree

2

2.9

2.9

100.0

Total 70 100.0 100.0


166

Interpretation58.57% of the customers are satisfied with the hand feel of the fabric offer by company and only 1.43% customers are not satisfied

Q1_4. Please rate on a 5 point scale the following attributes related to job satisfaction where 5 is strongle agree and 1 is strongly disagree: The hand feels if the fabric is satisfactory.

Frequency

Percent

Valid Percent

Cumulative

Percent

Valid Disagree 1

1.4

1.4

1.4

Neutral 22

31.4

31.4

32.9

Agree 41 58.6 58.6 91.4


Total 70 100.0 100.0


167

Interpretation51.43% of the customers are highly satisfied with the packaging of the consignment offered by the company and 42.86% are satisfied.

Frequency

Percent

Valid Percent

Cumulative

Percent

Valid Neutral

4

5.7

5.7 5.7

Agree 30 42.9 42.9 48.6

Strongly Agree 36 51.4 51.4 100.0

Total 70 100.0 100.0

Q1_5. Please rate on a 5 point scale the following attributes related to job satisfaction where 5 is strongle agree and 1 is strongly disagree: I am satisfied with the packaging of the products offered by company.


168

Frequency

Percent

Valid Percent

Cumulative

Percent

Valid Strongly Disagree

3

4.3

4.3

4.3

Disagree 10

14.3

14.3

18.6

Neutral 25 35.7 35.7 54.3

Agree 29 41.4 41.4 95.7


Total 70 100.0 100.0

Interpretation41.43% of the customers are satisfied with the prices of the company and 35.71% of the customers are neither satisfied nor dissatisfried.

Q1_6. Please rate on a 5 point scale the following attributes related to job satisfaction where 5 is strongly agree and 1 is strongly disagree: Prices are pretty much satisfactory.


169

Frequency

Percent

Valid Percent

Cumulative

Percent

Valid

Neutral

11

15.7

15.7 15.7

Agree 34 48.6 48.6 64.3

Strongly Agree 25 35.7 35.7 100.0

Total 70 100.0 100.0

InterpretationAll the customers are very much satisfied with the response of the executives of the company. As 35.71% are highly satisfied, 48.57% are satisfied.

Q1_7. Please rate on a 5 point scale the following attributes related to job satisfaction where 5 is strongle agree and 1 is strongly disagree: I am satisfied with the response of executives of the company.


170

Q1_8. Please rate on a 5 point scale the following attributes related to job satisfaction where 5 is strongly agree and 1 is strongly disagree: I am satisfied with the time taken by company to deliver the consignment.

Frequency

Percent

Valid Percent

Cumulative

Percent

Valid Strongly Disagree 1

1.4

1.4

1.4

Disagree 6

8.6

8.6

10.0

Neutral 27

38.6

38.6

48.6

Agree 31 44.3 44.3 92.9


Total 70 100.0 100.0

Interpretation44.29% are satisfied with the time taken by company for delivery of consignment and 38.57% are neither satisfied nor dissatisfied.


171

Q1_9. Please rate on a 5 point scale the following attributes related to job satisfaction where 5 is strongle agree and 1 is strongly disagree: I am satisfied with the blends of fabric offered by company.

Frequency

Percent

Valid Percent

Cumulative

Percent

Valid Neutral 8

11.4

11.4

11.4

Agree 41 58.6 58.6 70.0

Strongly Agree 21 30.0 30.0 100.0

Total 70 100.0 100.0

Interpretation58.57% of customers are satisfied with the blends of fabric offered by the company and 30% of the customers are highly satisfied.


172

Q1_10. Please rate on a 5 point scale the following attributes related to job satisfaction where 5 is strongle agree and 1 is strongly disagree: Serviceability of the company is satisfactory.

Frequency

Percent

Valid Percent

Cumulative

Percent

Valid Disagree 6

8.6

8.6

8.6

Neutral 19

27.1

27.1

35.7

Agree 36 51.4 51.4 87.1


Total 70 100.0 100.0

Interpretation51.43% of the customers are satisfied with the serviceability of the company and 8.57% of the customers are dissatisfied.

Q1_11. Please rate on a 5 point scale the following attributes related to job satisfaction where 5 is strongle agree and 1 is strongly disagree: The raw material used in the product of the company is of good quality.


173

Frequency

Percent

Valid Percent

Cumulative

Percent

Valid

Neutral

11

15.7

15.7

15.7

Agree

42

60.0

60.0

75.7

Strongly Agree

17

24.3

24.3

100.0

Total 70 100.0 100.0

Interpretation60% of the customers are satisfied with the quality of raw material used by the company. 24.29% are highly satisfied and there is not even one customer who is dissatisfied.


174

Q1_12. Please rate on a 5 point scale the following attributes related to job satisfaction where 5 is strongle agree and 1 is strongly disagree: Vardhman is better than the other players of similar product in the market.

Frequency

Percent

Valid Percent

Cumulative

Percent


2.9

2.9

2.9

Disagree 6

8.6

8.6

11.4

Neutral 19

27.1

27.1

38.6

Agree 35 50.0 50.0 88.6


Total 70 100.0 100.0

Interpretation50% of the customers are agree with the statement that vardhman is better than other players and 27.14% are neither agree nor disagree.


175

Frequency

Percent

Valid Percent

Cumulative

Percent

Valid Strongly Disagree

1

1.4

1.4

1.4

Disagree 1

1.4

1.4

2.9

Neutral 15

21.4

21.4

24.3

Agree 31

44.3

44.3

68.6

Strongly Agree 22 31.4 31.4 100.0

Total 70 100.0 100.0

Interpretation31.43% of customers are highly satisfied with the capacity of the plant, 41.29% are satisfied and 21.43% are neither satisfied nor dissatisfied.

Q1_13. Please rate on a 5 point scale the following attributes related to job satisfaction where 5 is strongle agree and 1 is strongly disagree: The capacity of the manufacturing plant is enough to meet your order requirements.

Frequency

Percent

Valid Percent

Cumulative

Percent

Valid

Neutral

13

18.6

18.6 18.6

Agree

36

51.4

51.4 70.0

Strongly Agree 21 30.0 30.0 100.0

Total 70 100.0 100.0

Interpretation30% of the customers are highly satisfied with the production process followed by the company and 51.43% are satisfied.


176

Q1_14. Please rate on a 5 point scale the following attributes related to job satisfaction where 5 is strongle agree and 1 is strongly disagree: The production process followed by the company is able to give the quality product on time.


177

Q1_15. Please rate on a 5 point scale the following attributes related to job satisfaction where 5 is strongle agree and 1 is strongly disagree: The strategies and plans of the company are favorable.

Frequency

Percent

Valid Percent

Cumulative

Percent

Valid

Disagree

3

4.3

4.3

4.3

Neutral

15

21.4

21.4

25.7

Agree

33

47.1

47.1

72.9

Strongly Agree

19

27.1

27.1

100.0

Total 70 100.0 100.0

InterpretationThe strategies of the company are favourable for its customers. Only 4.29% of the customers are not satisfied with the policies of the company.

Frequency

Percent

Valid Percent

Cumulative Percent


1.4

1.4

1.4

Disagree 1

1.4

1.4

2.9

Neutral 16

22.9

22.9

25.7

Agree 37 52.9 52.9 78.6

Strongly Agree 15 21.4 21.4 100.0

Total 70 100.0 100.0

Location

Frequency Percent

Missing System 70 100.0


178

Q1_16. Please rate on a 5 point scale the following attributes related to job satisfaction where 5 is strongle agree and 1 is strongly disagree: The different departments of the unit are making collective effort to provide you excellent service.

InterpretationMore than half of the customers are satisfied with the collective effort of the different segments and only 1.43% of the customers who are unsatisfied and disagree.

Q1_1. I am

satisfied

with the

product

range of the company.

Q1_2.

The quality of the

products is up

to the

mark.

Q1_3. the lead time taken by the company is

acceptable.

Q1_4. The hand

feels if the

fabric is

satisfactory.

Q1_5. I am

satisfied

with the

packaging

of the produ

cts offered by

company.

Q1_6. Prices

are pretty much

satisfactory.

Q1_7.I am

satisfied

with the

response of executives of

the compa

ny.

Q1_8. I am

satisfied with the

time taken by compan

y to deliver

the consignment.

Q1_1. I am satisfied with the product range of the company.

1

-0.01

6

-.267*

.307**

0.028

-0.134

-0.092

-0.024

Q1_2. The quality of the products is up to the mark.

-0.016

1

0.088

.365**

-0.021

-0.207

0.157

-0.234

Q1_3. The lead time taken by the company is acceptable.

-.267*

0.088

1

0.088

-0.031

.264*

.276*

.499**

Q1_4. The hand feels if the fabric is satisfactory.

.307**

.365**

0.088

1

0.123

-0.154

0.119

-0.071

Q1_5. I am satisfied with the packaging of the products offered by company.

0.028

-0.02

1

-0.031

0.123

1

-0.122

-0.048

-.238*

Q1_6. Prices are pretty much satisfactory.

-0.134

-0.20

7

.264*

-0.154

-0.122

1

.256*

.469**

Q1_7. I am satisfied with the response of executives of the company.

-0.092

0.157

.276*

0.119

-0.048

.256*

1

.268*

Q1_8. I am satisfied with the time taken by company to deliver the consignment.

-0.024

-0.23

4

.499**

-0.071

-.238*

.469**

.268*

1

Q1_9. I am satisfied with the blends of fabric offered by company.

0.004

0.18

0.102

0.05

-0.036

0.012

0.215

0.111

Q1_10.Serviceability of the company is satisfactory.

-0.11

0.139

.444**

0.152

-.294*

.313**

.424**

.516**

Q1_11.The raw material used in the product of the company is of good quality.

0.067

0.143

0.194

0.166

-0.028

-0.041

.324**

0.118

Q1_12.Vardhman is better than the other players of similar product in the market.

-0.121

-.260*

.305*

-0.062

-0.072

.311**

0.133

.446**

Q1_13.The capacity of the manufacturing plant is enough to meet your order requirements.

-0.067

0.018

.252*

0.041

-0.026

.269*

0.138

.295*

Q1_12.The production process followed by the company is able to give the quality product on time.

-0.043

-0.13

0.222

-0.098

-0.057

.316**

0.042

.419**

Q1_15.The strategies and plans of the company are favorable.

-0.042

0.088

.358**

0.07

-0.003

.379**

0.215

.283*

Q1_16.The different departments of the unit are making collective effort to provide you

excellent service.

-0.13

.243*

.449**

0.216

-0.098

.292*

.321**

.334**


179

Correlation of different attributes

Q1_1.I am satisfied with the product range of the company.

Q1_9.I am satisfi

ed with the

blends of

fabric offered by company.

Q1_10. Serviceability of the

company is

satisfactory.

Q1_11.

The raw

material

used in the product of the

company is of good qualit

y.

Q1_12.

Vardhman

is better than the

other players of

similar

product in the

market.

Q1_13.The

capacity of the

manufacturing

plant is enough to meet

your order

requirements.

Q1_14.The

production

process

followed by the

company is

able to give the

quality produc

t on time.

Q1_15.The

strategies and

plans of the company are favora

ble.

Q1_16.The

different

departments of the

unit are making collecti

ve effort to provide

you excelle

nt service

.

Q1_2.The quality of the products is up to the mark.

0.004

-0.11

0.067

-0.121

-0.067

-0.043

-0.042

-0.13

Q1_3.The lead time taken by the company is acceptable.

0.18

0.139

0.143

-.260*

0.018

-0.13

0.088

.243*

Q1_4.The hand feels if the fabric is satisfactory.

0.102

.444**

0.194

.305*

.252*

0.222

.358**

.449**

Q1_5.I am satisfied with the packaging of the products offered by company.

0.05

0.152

0.166

-0.062

0.041

-0.098

0.07

0.216

Q1_6.Prices are pretty much satisfactory.

-0.036

-.294*

-0.028

-0.072

-0.026

-0.057

-0.003

-0.098

Q1_7.I am satisfied with the response of executives of the company.

0.012

.313**

-0.041

.311**

.269*

.316**

.379**

.292*

Q1_8.I am satisfied with the time taken by company to deliver the consignment.

0.215

.424**

.324**

0.133

0.138

0.042

0.215

.321**

Q1_9.I am satisfied with the blends of fabric offered by company.

0.111

.516**

0.118

.446**

.295*

.419**

.283*

.334**

Q1_10.Serviceability of the company is satisfactory.

1

0.176

0.181

0.036

-0.147

0.051

0.154

0.18

Q1_11.The raw material used in the product of the company is of good quality.

0.176

1

.309**

.313**

.372**

0.195

.360**

.522**

Q1_12.Vardhman is better than the other players of similar product in the market.

0.181

.309**

1

-0.038

-0.005

0.11

0.202

0.217

Q1_13.The capacity of the manufacturing plant is enough to meet your order requirements.

0.036

.313**

-

0.038

1

.447**

.330**

.336**

.251*

Q1_14.The production process followed by the company is able to give the quality product on time.

-

0.147 .372**

-

0.005 .447**

1

0.167

0.168

.261*

Q1_15.The strategies and plans of the company are favorable.

0.051 0.195

0.11

.330**

0.167

1

0.134

0.124

Q1_16.The different departments of the unit are making collective effort to provide you excellent service.

0.154 .360** 0.202 .336** 0.168 0.134 1 .488**

0.18 .522** 0.217 .251* .261* 0.124 .488** 1


180

HypothesisThe Following hypothesis was tested by One Way Annova Test:1. Ho: There is no significance difference between Total purchase and the product range of

the company. H1: There is significance difference between Total purchase and the product range of the

company.2. Ho: There is no significance difference between Total purchase and the product quality. H1: There is significance difference between Total purchase and the product quality.3. Ho: There is no significance difference between Total purchase and the lead time taken

by the company. H1: There is significance difference between Total purchase and the lead time taken by

the company.4. Ho: There is no significance difference between Total purchase and the hand feel of the

fabric. H1: There is significance difference between Total purchase and the hand feel of the

fabric.5. Ho: There is no significance difference between Total purchase and packaging of the

product. H1: There is significance difference between Total purchase and packaging of the

product.6. Ho: There is no significance difference between Total purchase and prices. H1: There is significance difference between Total purchase and prices.7. Ho: There is no significance difference between Total purchase and the response of

executives of the company. H1: There is significance difference between Total purchase and the response of

executives of the company.8. Ho: There is no significance difference between Total purchase and the delivery time. H1: There is significance difference between Total purchase and the delivery time.9. Ho: There is no significance difference between Total purchase and the blends of fabric. H1: There is significance difference between Total purchase and the blends of fabric10. Ho: There is no significance difference between Total purchase and the serviceability of

the company. H1: There is significance difference between Total purchase and the serviceability of the

company.11. Ho: There is no significance difference between Total purchase and the raw material used

in the product. H1: There is significance difference between Total purchase and the raw material used in

the product.12. Ho: There is no significance difference between Total purchase and competitors. H1: There is significance difference between Total purchase and competitors.13. Ho: There is no significance difference between Total purchase and the manufacturing

capacity of the company.


181

ANOVA

Sum of Squares Df Mean Square F Sig.

Q1_1. Please rate on a 5 point

scale the

following attributes

related to job satisfaction where

5 is strongly agree and 1 is

strongly disagree: I am satisfied

with the product range of the

company.

Between Groups

.774 2 .387 .421 .658

Within Groups

61.569 67 .919

Total

62.343 69


scale the following attributes



strongly disagree: The quality of

the products is up to the mark.

Between Groups

1.835 2 .917 2.139 .126

Within Groups

28.737 67 .429

Total

30.571 69





strongly disagree: The lead time

taken by the company is

acceptable.

Between Groups

1.051 2 .525 .489 .616

Within Groups 72.035 67 1.075

Total

73.086 69





strongly disagree: The hand

feels if the fabric is satisfactory.

Between Groups .129 2 .064 .158 .854

Within Groups 27.243 67 .407

Total27.371 69




5 is strongle agree and 1 is


with the packaging of the

products offered by company.

Between Groups .530 2 .265 .714 .493


Total

25.371 69

H1: There is significance difference between Total purchase and the manufacturing capacity of the company.

14. Ho: There is no significance difference between Total purchase and the production process of the company.

H1: There is significance difference between Total purchase and the production process of the company.

15. Ho: There is no significance difference between Total purchase and the strategies of the company.

H1: There is significance difference between Total purchase and the strategies of the company.

16. Ho: There is no significance difference between Total purchase and the collective effort of different departments of the company.

H1: There is significance difference between Total purchase and the collective effort of different departments of the company.


182





strongly disagree: Prices are

pretty much satisfactory.

Between Groups

.400

2

.200 .233 .793

Within Groups

57.443

67

.857

Total

57.843

69






with the response of executives

of the company.

Between Groups

1.266

2

.633 1.328 .272

Within Groups

31.934

67

.477

Total

33.200

69






with the time taken by company

to deliver the consignment.

Between Groups

.501

2

.251 .374 .690

Within Groups

44.941

67

.671

Total

45.443

69






with the blends of fabric offered

by company.

Between Groups

1.256

2

.628 1.661 .198

Within Groups

25.330

67

.378

Total

26.586

69




5 is strongle agree and 1 is

strongly disagree: Serviceability

of the company is satisfactory.

Between Groups .837 2 .419 .634 .534


Total45.086 69




Between Groups .581 2 .291 .724 .489



183

Interpretation From the above table it is evident that all p values are greater than .05, hence our null hypothesis gets accepted i.e there is no significance difference between total different factors and customer satisfaction.

Findings and Conclusionã Vardhman is providing good quality product in yarn dyed but still there is scope of

improvement in the plant.ã Lead time is the major problem faced by the customers which need to be altered.ã The strategies followed inside the department are pretty much effective and more can done

by motivating the segments separately according to their different aspects of improvement.

ã All segments have their different strengths and weaknesses, which can be altered within the system.

ã The production process can be revised and its collaboration with the supply chain department is needed to see the problem in the lead time target.

ã The prices can be reduced but for that the capacity of the plant need to be increased.ã The designs and ranges required the updating work. As all customers want improvement

in design and development of the product.

Major problemsã Combined unit of all the products.ã Capacity of the plant is not balanced for all types of fabric.ã Collaboration of all the 3 units for yarn dyed fabric.ã Design and development ã Lead time is more than the customer requirement.ã Coordination among all the departments is not up to the mark.ã Resistance to change in the process and working.

Strength of the companyã Brand identity is strong and establishedã Goodwill is already earned due to old player in the market.â Old customer relationship and retaining them successfully.â Quality of the fabric is up to the mark.ã Product strength that is Stretch range.ã Mélange, Jespy and other irregular fabric. ã Traditional values in work and the TPM policy of the company.

Need of the hourã Separate focus on yarn dyed business and Increase in capacity of plant for that.


184

ã Measures for collaboration among all the 3 units.ã Production process should be revised.ã More designers and designing tools required for new product range.ã Coordination among departments or different segments.ã Adoption of changes occurring in dynamic business environment

Revised B to B marketing strategiesã Webinars, Tradeshows and new product range.ã Customer priority need to be focused.ã Campaigns can be introduced for the yarn dyed with public relation building practices.ã More digitalization and dynamicity needed in the working process of the company.ã Balance need to be maintained in the focus on all the products of the company.

ConclusionAs per the findings of the research, the above given solutions can be taken to improve the level of satisfaction of the customers. The factors are affecting but up to the some extent and the level of satisfaction are also different of the customers of the different tier on the basis of quantity of fabric they purchase from the company. \

References[1] Bijlana angelova (2011) “ Measuring Customer Satisfaction with Service Quality Using

American Customer Satisfaction Model (ACSI Model)” International Journal of Academic Research in Business and Social Sciences October 2011, Vol. 1, No. 3

[2] Devkumar S Callychurn(2014)” Key Success Factors for the Apparel ManufacturingIndustry: A Case Study at company X” Proceedings of the World Congress

on Engineering vol.2, pp 2078-0958 Duchess university of technology, vol.5, pp22-29[3] Hsiu-Yuan Hu(2011)” A study of customer satisfaction, customer loyalty and quality

attributes in Taiwan’s medical service industry” African Journal of Business Management Vol. 5(1), pp. 187-195

[4] Ikilem Gocek(2007)” The Perception of Customer Satisfaction in Textile Industry According to Genders in Turkey” International Journal of Social, Behavioral, Educational, Economic, Business and Industrial Engineering Vol:1, pp193-196

[5] Ikilem Gocek(2012)” Determination of a Model Regarding Customer Satisfaction


185

ã Adoption of change with the changing business environment.ã Action towards emerging customer requirements.ã Move forward with healthy competition.

Possible solutionã Development of infrastructure for yarn dyed by Separately focused unit.

[9] Jiana Daikh(2015) “A Research Proposal: The Relationship between Customer Satisfaction and Consumer Loyalty”Johnson & Wales University –pp 42.

[10] Maria karalova (2014) “Customer Satisfaction, Product Quality and Performance of Companies” review of economic perspective, vol.14, issue 4,pp. 329–344

[11] Md. Alauddin(2013)” Factors Which Affecting Customer Satisfaction in the Garment Industry of Bangladesh” International Journal of Marketing Studies; Vol. 5,pp 64-74

[12] Prerna dawar (2013) “customer satisfaction in highly competitive economy” international journal of commerce, vol. 2, pp 1156-1164

[13] Sunhilde(2009)” A managerial approach of customer satisfaction drivers in the clothing industry” University of Oradea vol.4, pp334-342

[14] Tondon nupur(2013)” A study on emerging trends in textile industry in India” International Journal of Advancements in Research & Technology, Vol. 2, Issue 7,pp 267-276

[15] Yoganandan.G (2013) “factors affecting the export performance of textile industry in developing countries – A review of literature” International Journal of Commerce, Business and Management. Vol. 2, pp 2319–2828

QuestionnaireA survey is being conducted on “Factors Affecting Customer Satisfaction”. Kindly extend your cooperation in filling the questionnaire. For the following questions, respondents should be asked to indicate whether they agree (A), disagree (D), strongly agree (SA), strongly disagree (SD), or are neutral (N).This information is for academic purpose only:Company name:Company worth:No. of employees:Location:Area/segment of dealing:


186

Perception for Textile consumers” International Journal of Business and Social Science vol.3,pp 89-104

[6] Ivan GROS(2011)” b2b segmentation as a tool for marketing & logistic strategy formulation” intellectual economics vol. 1(9),pp. 54–64

[7] Janet manye agbor (2011) “service quality in purchasing and customer satisfaction”[8] Jeanne Rossomme(2003)” Customer satisfaction measurement in a business-to-

business context: a conceptual framework” Journal of business & industrial marketing , vol . 1 8, pp179-195


187


195

S.no. Survey question SA A N D SD1. I am satisfied with the product range of the company.

2. The quality of the products is up to the mark.

3. The lead time taken by the company is acceptable.

4. The hand feels if the fabric is satisfactory.

5. I am satisfied with the packaging of the products offered by company.

6. Prices are pretty much satisfactory.

7. I am satisfied with the response of executives of the company.

8. I am satisfied with the time taken by company to deliver the consignment.

9. I am satisfied with the blends of fabric offered by company.

10. Serviceability of the company is satisfactory.

11. The raw material used in the product of the company is of good quality.

12. Vardhman is better than the other players of similar product in the market.

13. The capacity of the manufacturing plant is enough to meet your order requirements.

14. The production process followed by the company is able to give the quality product on time.

15. The strategies and plans of the company are favorable.

16. The different departments of the unit are making collective effort to provide you excellent service.

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