CUSTOMER SATISFACTION OF

OTIS ELEVATORS LTD.

A Dissertation submitted in partial fulfillment of the requirement for the award of

M.B.A Degree of Bangalore University

By

G. V. PRASHANTH

Reg. No 02xqcm6020

Under the Guidance of

Mrs. SUMITRA SREENATH Mr. C. N. NAGARAJ Faculty Marketing Senior Manager, M.P.B.I.M OTIS ELEVATORS LTD.

M. P. Birla Institute of Management

Associate Bharatiya Vidya Bhavan #43, Race Course Road

Bangalore 560001 OCTOBER 2004

DECLARATION

I hereby declare that this project work embodied in this dissertation entitled CUSTOMER SATISFACTION SURVEY OF OTIS ELEVATORS has been carried out by me under the guidance and supervision of Mrs. SUMITRA SREENATH, Faculty M.P.B.I.M Bangalore and Mr. C. N. NAGARAJ, OTIS ELEVATORS LIMITED.

I also declare that this dissertation has not been submitted to any University/Institution for the award of any Degree/Diploma.

Place: Bangalore (G. V. PRASHANTH) Date: September 2004

GUIDE CERTIFICATE

I hereby certify that the project work embodied in this dissertation entitled CUSTOMER SATISFACTION SURVEY OF OTIS ELEVATORS at OTIS ELEVATORS LIMITED has been undertaken and completed by G. V. PRASHANTH under my guidance and supervision.

I also certify that he has fulfilled all the requirements under the covenant governing the submission of dissertation to the Bangalore University for the award of M.B.A Degree.

Place : Bangalore. Mrs. SUMITRA SREENATH Date : 13-09-2004 Faculty Member M.P.B.I.M

TO WHOM SO EVER IT MAY CONCERN

This is to certify that Mr. G.V. Prashanth of M.P.B.I.M was assigned a project on Customer Satisfaction Survey in our organization. He has successfully completed the project work within the assigned time under my guidance and supervision. During the period of his project his character has been satisfactory.

Place : Bangalore C. A. NAGARAJ Date : 13th September 2004 (Engineer Service) OTIS Elevator Ltd.

CERTIFICATE

This is to certify that Mr. G. V. PRASHANTH has carried out the project work embodied in this dissertation entitled CUSTOMER SATISFACTION SURVEY OF OTIS ELEVATORS at OTIS ELEVATOR LIMITED under the guidance of Mrs. SUMITRA SREENATH, M.P.B.I.M, Bangalore

Place : Bangalore (Dr. N.S. Malavalli) Date : PRINCIPAL

ACKNOWLEDGEMENT

I would like to express my sincere gratitude to Shri.G. S. Srivathsan, Senior Area Manager, OTIS ELEVATORS LIMITED, Bangalore, for giving me an opportunity to do a project on CUSTOMER SATISFACTION SURVEY OF OTIS ELEVATORS. I also take the opportunity to express gratitude to Mr. C. N. NAGARAJ Senior manager for having provided with all the necessary specification and guidelines for the project.

I would like to thank Mr. K.V. Prabhakar, Marketing Faculty & Mrs. Sumitra Sreenath - Marketing Faculty for providing me with all the guidance required for the completion of this project.

Finally I would like to express my most sincere gratitude to our Principal, Dr.N.S. Malavalli, for his valuable assistance in completing this project.

Executive Summary

Background A brand is a perception or emotion maintained by a buyer or a prospective buyer describing the experience related to doing business within a company or consuming its products / services. A brand is not a matter of contrived image or a colourful package or snappy slogans or adding an artificial veneer to disguise the true nature of what is within. A brand is just a relationship. The brand perception via brand relationship manifests itself in the Brand Widget.

PROBLEM STATEMENT: The feed back from the customers about the performance of the Otis brand of lifts, the company can carry out the product modification/introduce new models.

OBJECTIVES OF THE STUDY: To assess the satisfaction level of the customers To identify causes for customer dissatisfaction To device mechanisms for solving problems of lift usage

LITERATURE REVIEW

: In order to retain its superiority in the industry, which is very competitive, the company is offering the latest technology by importing its state of the art products like home elevator, and Gen2 from its parent company in USA. Although they emphasize on quality and technology, the ground reality is that most of there projects are clinched by discount price and flexible mode of payment. Olympus having collaborated with Schindler has managed to boost its image in the market as a result of which they have been successful in bagging prestigious project from construction companies like EMBASSY, KT group. Has been trying aggressively to market its products and flaunt about its innovative product line.

Many of the competitors of Kone agree that Kone has better technology. The company is also trying to capitalize on its parent companys image.

It is one of the fastest growing companies in the southern region. The company concentrates on residential apartments and its USP is good customer relation and fastest installation. The company also bids with competitive price.

Research Methodology

In order to complete the research work successfully a questionnaire was framed keeping the above objectives in mind. The questionnaire was pre-tested and the errors in the questionnaire were eliminated based on the results of the pilot test. The questionnaire was administered to the sample of 37 respondents across different localities in Bangalore Metropolitan city only. A quota sampling method was adopted in administering the questionnaire.

Analysis of Data

Once the data is collected the whole data set is analysed and various tables and graphs are prepared with the help of the Microsoft Excel. Based on the graphs and tables the inferences are drawn.

Conclusion

After doing a thorough analysis of the data, graphs and tables, an interpretation is made and a series of conclusions are drawn and scheme of recommendations are given.

CONTENTS CHAPTER NO TITLE PAGE NO

1 Executive Summary 2 Conceptual Frame work of Customer

Satisfaction

3 Industry profile 4 Company profile 5 Literature Review 6 Research Methodology 7 Data Analysis & Interpretation 8 Major Findings of Research 9 Recommendations 10 Annexure

Questionnaire Select Bibliography including web site

LIST OF TABLES

TABLE NO. CONTENTS PAGE NO. 1 Type of building 2 How many years old are the lifts 3 Make of the lift 4 How many times in the past 1 year did the company

respond to breakdown calls at your building?

5 Do you have Annual Maintenance Contract (AMC)? 6 How fast does the service engineer or the supervisor

attend to the breakdown calls /complaints registered by you?

7 How do you rate the attitude of the service / Maintenance Team at your premises?

8 Overall how do you feel about the service provided by the Company?

9 What is the level of satisfaction of the service carried out by the Company on the Lifts at your building?

10 Do you find any improvement after the service is done?

11 What will make you Most Satisfied Customer? 12 Is the Telephone Operator pleasant, patient and

courteous while answering/receiving complaints?

13 Will you recommend OTIS AMC to other people? 14 Do you intend to go for up gradation/modernization of

Lifts?

LIST OF CHARTS

TABLE NO. CONTENTS PAGE NO. 1 Type of building 2 How many years old are the lifts 3 Make of the lift 4 How many times in the past 1 year did the company

respond to breakdown calls at your building?

5 Do you have Annual Maintenance Contract (AMC)? 6 How fast does the service engineer or the supervisor

attend to the breakdown calls /complaints registered by you?

7 How do you rate the attitude of the service / Maintenance Team at your premises?

8 Overall how do you feel about the service provided by the Company?

9 What is the level of satisfaction of the service carried out by the Company on the Lifts at your building?

10 Do you find any improvement after the service is done?

11 What will make you Most Satisfied Customer? 12 Is the Telephone Operator pleasant, patient and

courteous while answering/receiving complaints?

13 Will you recommend OTIS AMC to other people? 14 Do you intend to go for up gradation/modernization of

Lifts?

CONCEPTUAL FRAME WORK OF

CUSTOMER SATISFACTION

CONCEPTUAL FRAME WORK OF CUSTOMER SATISFACTION

The era of customer satisfaction by design has definitely started long ago. Customer focus, total quality, these terms not only seems to promise the novel ways of doing business, but they have been instrumental in organizational objectives and shaping business strategies.

It is clear that in the present scenario, the customer has become more advantageous and more demanding. These changing dimensions of customers are responsible for re-editing the strategies of service companies and they go as meeting their customers needs in the market place. The company/organizations are giving more and more emphasis on improving the level of customer satisfaction level using innovative methods, customer satisfaction is re-organized as a vital force, since majority of the customers in todays market go in for goods or services in terms of reputation or brand image and performance. More so, customers satisfaction is viewed as an integral part of total quality package offered to the customer.

The customer should feel satisfied in the following ways: They expected quick response. They expected quality assurance. They expected a real value for money. They insisted on ready and adequate supply of products and services.

Satisfaction is a persons feeling of pleasure or disappointment resulting from comparing a products perceived performance or outcome in the relation to his or her expectations. As this definition makes clear, satisfaction is a function of perceived performance and expectations, the customer is dissatisfied if the performance

matches the expectations. The customer is satisfied, if the performance exceeds expectations.

Marketing

Marketing is a human activity directed at satisfying needs and wants through exchange process it has been reviewed as an on going process involving a set of interacting activities dealing with a market adoring the product and services to consumers on the basis of reliable market anticipation. Marketing involves a large number of activities such as market research produce development, distribution, pricing, advertising and personal selling. Marketing combines several activities designed to sense serve and satisfy consumer needs while meeting the goals of the organization. Marketing is so basic that it cant be considered a separate function. It is the whole business seen from the point of view or its final result; that is from the customers point of view.

- Peter Druckers

Marketing starts with identification of specific need on the part of consumer and ends With the satisfaction of the need. The customer is found both at the beginning and at the end of the marketing process.

THE CORE CONCEPT OF MARKETING

Marketing program starts from the very moment product ideas are conceived and it continues till the time customer wants are satisfied with that concerned product. Customers are the pivots around which the entire marketing operations revolve the beginning and the end of a successful marketing function lies in consumer satisfaction, while that for marketing management is marketing research. Marketing therefore starts much before the actual selling of the product, i.e. by doing analysis of the needs and wants of the prospective buyers

and continues even after the selling of products and i.e. again by seeing whether the product offered has given complete satisfaction to the user or not.

Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products, value, cost and satisfaction, exchange, transaction products of value with others.

Marketing is a social process by which individuals and groups obtain what they need and want through creating, offering, exchanging products, value, cost and satisfaction, exchange, transactions products of value with others.

This definition of marketing rests on the following core concepts:

Need

Need is state of felt deprivation of some basic satisfaction. People require food, clothing, shelter, belonging, esteem and a few other things for survival.

Wants

Are desire for specific satisfies of these deeper needs. While people needs are few, their wants are many.

Demands

Are wants for specific products that are backed up by and ability and willingness to buy them? Wants become demands when backed up by purchasing power. Companies must therefore measure not only how many people want their product but, more important, how many people would actually be willing able to do it.

Value

Is the consumers estimate for the products overall capacity to satisfy consumers needs or wants?

Exchange

Is the act of obtaining a desired product from someone by offering something in return? Exchange must be seen as a process rather than as an event.

Transactions

Involves several dimensions at least two things of value, agreed upon condition, and place of agreement. Usually a legal system arises to support and enforce compliance on the part of the transactions.

Price

Price is the amount of money that customers pay for the product.

Place

Place includes various activities the company undertakes to make the product accessible to the target customers.

Promotion

Promotion includes all the activities the company undertakes to communicate and promote its product to the target market.

Products

People satisfy their needs and wants with products. We will definer products broadly to over anything that can be offered to someone to satisfy a need or want.

Services

Any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Production may or may not be tied to a physical product.

Segmentation

Market segmentation refers to identifying and profiling distinct groups of buyers who may require separate products and marketing mix.

Market research

Market research is concerned with determining existing or potential demand for goods and services. Or Marketing research means according to the American marketing association defines marketing research as the systematic gathering, recording and analyzing of data about problems relating to the marketing of goods and services.

CONCEPT OF CUSTOMER SATISFACTION

With the liberalization of the economy, competition in the Indian markets is increasing. In the fields like automobile and electronic goods industry, many new products and brands have been introduced in India by the multinational companies and Indian companies. Indian markets are getting transformed from sellers to buyers markets.

With the growing reach of mass media, especially television, customers are becoming aware of their rights and demanding better value for money. Retaining existing customers and winning new ones is proving to be a tough challenge for marketers. As a result, customer satisfaction is growing concern among marketing managers in India.

Customer satisfaction has been conceptualized in several ways, but the most important them are --- expectation performance interactions, pleasure/displeasure and the evaluation of benefits of consumption. Howard and Sheth who are among the pioneers in this field have defined satisfaction as the buyers cognitive state of being adequately rewarded for the sacrifice he/she has undergone. Customer satisfaction is also looked from the angle of degree of happiness a customer experiences with a companys product or service, which results from the interaction and inter-relationship of all the people with that company. We can also highlight the expectation-performance interaction concept of customer satisfaction by defining it as the summary psychological state resulting when the emotion surrounding the disconfirmed expectations is

couple with the customers prior feelings about his/her consumption experience. Philip Kotler has also highlighted this expectation-performance interaction concept by defining customer satisfaction as the level of a persons felt state resulting from comparing a products perceived performance or outcome in relation of his/her own expectation. Customer satisfaction is a unidimensional concept that originates from a comparison of the level of product or service performance, quality or other outcomes perceived by the customer with an evaluative standard. The evaluative standard most often assumed is the customers pre-purchase expectation set. When it is compared to the level of perceived product performance, it yields disconfirmation beliefs which result in a satisfaction judgment.

Customer satisfaction is also conceptualized through expectancy disconfirmation concept. According to this concept, disconfirmation of expectations is a two-step process. The first step involved the formation of expectations which are either confirmed or disconfirmed through comparison with perceived performance. In the second step, the level of satisfaction is determined by the difference between perceived performance and expectations. If the performance falls short of expectations the customer is dissatisfied, but if the performance matches expectations, the customer is satisfied and if the performance exceeds expectations, he/she is highly satisfied, even delighted.

Customer satisfaction process theories: Assimilation theory: This theory is based on the expectancy disconfirmation paradigm. It also emphasizes the dissonance principle and the expectation-oriented response tendency among customers. Contrast effect theory: This theory is also based on the expectancy disconfirmation paradigm but is the converse of the assimilation theory. The focus is on the contrast effect the tendency among individually to exaggerate or

magnify the differences between their own attitudes and beliefs and those of others. Generalized negativity theory: This hold that any discrepancy between expectations and the product performance during disconfirmation results in a generalized negative emotion towards the product, leading to an unfavorable judgment. Assimilation contrast theory: According to this theory, the perceptual space of a customer has zones of acceptance, rejection and neutrality. During disconfirmation, if the difference between expectations and product performance is small enough to fall in the zone of acceptance, customers change their perception of the product to bring it more in line with their expectations. Opponent process theory: The opponent process theory has been evolved from the concept of homeostasis in physiology-the process by which the body maintains equilibrium after encountering a disruptive stimulus, basically through the opponent process, or the process of opposition, which bring about the requisite changes in the body to counteract the effect of disruptive stimulus and re-establish equilibrium. Equity theory is based on the fairness in exchange transaction principle: The theory states that customers evaluate their purchase in terms of sacrifice and efforts made while purchasing the productinputs-against value and benefits derived from the product/exchangeoutcomes. While evaluating the equity of exchange, the customer not only considers the price of a product, but also considers the time, physical and mental efforts all the direct and indirect costs involved, and the opportunity cost of time and money spent in purchasing the product. Similarly, customers take into consideration both the tangible and intangible benefits derived from the product/exchange while evaluating the outcome.

Attribution Theory: According to this theory, any outcome that can be constructed as success or failure has causality interferences along the dimensions of locus of causality, stability, and controllability. The satisfaction of customer is determined by casual interferences along there three dimensions.

Significance of customer satisfaction:

The satisfaction of customers is of paramount importance for any business as it determines the future cash inflows to the business. For marketing its products, the companies have to depend upon repurchase by existing customer as well as first-time purchases by new customer. In a competitive market, existing customers will repurchase only if they are satisfied with the products of the marketer.

The contribution of satisfied customers to the profitability of a business significant as:

Satisfied customers buy more and are less price sensitive in comparison with other customers of the business.

The average length of relationship between the marketer and satisfied customers is more, resulting in higher revenue, lower costs and increased profits. Satisfied customers provide publicity to the business through referrals and positive word of mouth.

Because of their favorable predisposition, satisfied customers provide ideas for making improvements in existing products and the introduction new products. They also readily buy the new/improved products of the business.

Thus satisfied customer are the most profitable customer sin any business and are the driving force behind sales and profit growth rates. The following two chart highlight the need for customer focus in any business:

Designing / Developing

Manufacturing Marketing Selling Servicing

Focus on individual customers

Use of state of art teaching

Focus on the individual

Deliver to individual customer

Excellent customer

services Design/develop customized product

Produce low cost

customized product

Market customized quality product

Deliver customized cost effective product

Creating consumer

delight

Marketing

The new Customer

Finance HRD

Manufacturing

Explosion in products and services

Demanding Consumer

High consumer choice

High Service expectations

Splintered Market

Economic liberalization

Access to global technologies

Increasing competition

Decreasing supplier loyalty

Raising cost

Lower Margins

Customer

INDUSTRY PROFILE

INDUSTRY PROFILE

COMPETITOR ANALYSIS:

With the liberalization in 1991 and incoming of various multinational corporations there has been a healthy growth in the elevator industry. Entrusted by the robust growth and potential, India has attracted the attention of global elevator majors. While the top global players Otis and Schindler, already have had a presence for quite sometime with Mitsubishi and Hyundai have made a foray into India during the previous year.

Globally companies like Otis, Schindler, Mitsubishi, Kone, Thyssen, and Westing houses have made their strong presence. But in India there are also local players who in technical collaboration with MNCs have sizeable market share. The Indian elevators companies like ECS, JOHNSON, USHA, TELEHOIST, CITY, BENSON, SUPRIYA, OLYMPUS have their prominence either regionally or national wide.

Market segmentation:

The elevator can be segmented into single speed, double speed, gearless service, hydraulic and the modern VVVF elevators. The speed and the rise vary across the product range. Traditionally single and double speed elevators for about 50 50% of the total elevators base and demand. The hotel, commercial and the hospital require superior products such as VVVF, servo, and hydraulic elevators. This segment is not price sensitive as the residential segment. The world leaders like Otis focus their business into double speed, VVVF and other specialty elevator. Kones focus is on branded lifts (where the lifts treated as shelf commodity). Most of the other competitors make large part of their project with sale of single speed and hydraulic lifts.

Positioning:

Otis, Mitsubishi and Kone have a worldwide position strategy. Otis projects it self as the pioneer, and state of the art equipment. Mitsubishi highlights itself as Japanese, aggressive marketer and least

installation period. Kone is pro-active company with their innovative concepts with machine room

less elevators. Olympus has its focus on the local market and displays as value for money

good service. ECE incorporate its ISO 9002 tag along with low price, flexibility, mode of

payment & aggressive marketing.

Strategy:

Otis mainly targets the big projects and the high raise buildings and have highest market share. Johnson elevators come second in market share terms of units installed. Johnson reaches out more to small builders and allows having very flexible mode of payment at cheaper price.

ECE is aggressive in their move to capture the market. They meet their clients more often and concentrate in certain pockets of Bangalore. ECE finds it potential mostly in the g + 3 & g + 4 sectors.

Mitsubishi is the new entrant into the market and is aggressive trying to capture the market clinching prestigious projects.

Present market scenario:

OTIS: In order to retain its superiority in the industry, which is very competitive, the company is offering the latest technology by importing its state of the art products like home elevator, and Gen2 from its parent company in USA.

OLYMPUS / ECE: Although they emphasize on quality and technology, the ground reality is that most of there projects are clinched by discount price and flexible mode of payment. Olympus having collaborated with Schindler has managed to boost its image in the market as a result of which they have been successful in bagging prestigious project from construction companies like EMBASSY, KT group.

KONE: Has been trying aggressively to market its products and flaunt about its innovative product line. Many of the competitors of Kone agree that Kone has better technology. The company is also trying to capitalize on its parent companys image.

JOHNSON: It is one of the fastest growing companies in the southern region. The company concentrates on residential apartments and its USP is good customer relation and fastest installation. The company also bids with competitive price.

COMPANY PROFILE

THE COMPANY

About the Company

OTIS-World's Largest...

Otis is the worlds largest manufacturer of elevators, escalators, moving walks and other horizontal transportation systems. For architects and contractors, developers and homeowners, Otis is the worlds leading people mover. While they manufacture, install, modernize and maintain elevators, escalators, moving walks and shuttles, the heart of our business is problem solving. Whether a customer needs a sophisticated elevator system for the tallest building in the world or a simple lift for a two-story home, they are dedicated to providing the safest, most reliable solutions possible.

Changing the shape of the world

In 1853, Elisha Graves Otis introduced the worlds first safety elevator in Yonkers, New York changing the shape of the modern world. From that point forward, buildings could rise beyond the limitations of stairs. Cities would have skylines. Today, our pioneering spirit is as strong as it was when they began. With every new product and service, Otis is moving our industry, our company and our customers forward.

Sharing strengths

Otis is part of United Technologies Corporation, a Fortune 500 company and world leader in the building systems and aerospace industries. Sharing strengths with UTC allows Otis to draw on remarkable resources in engineering, product testing, purchasing, marketing and information systems. Otis brings all these strengths to bear in creating better solutions for our customers.

OTIS facts With 80,000 elevators and escalators sold annually, Otis has an approximate 27 percent share of the world new equipment market.

About Otis

The World of Otis

With 1.4 million Otis elevators and 100,000 escalators in operation, Otis touches the lives of people in more than 200 countries around the world. The World of Otis provides insight into the spirit of service, innovation and quality that make Otis a trusted leader today. Click on the subhead to learn more about the world of Otis.

Companys Mission . . .

Otis strives to satisfy customers and employees by providing elevators and escalators that are superior to competitors, are delivered complete to job sites on time, are installed and turned over on time and are maintained by Otis with zero callbacks for the life of the building.

They promise equal employment practices and fair and objective opportunities for growth, advancement, and reward. They guarantee each employee his or her right to dignity and respect irrespective of age, race, color, gender, sexual orientation, religion or nationality, and will not tolerate any form of discrimination or harassment. They maintain an atmosphere that fosters empowerment, prudent risk-taking and innovation.

About Elevators

The skyline of the world's cities would be vastly different without the modern elevator. In fact, elevators move the equivalent of the world's population every 72 hours. About Elevators chronicles the history, development and underlying technology of this important invention. Click on the subhead for more information about elevators.

About Escalators

While passenger elevators were in common use since the 1870s, it was not until 1899, when the Otis Elevator Company introduced the world's first commercially successful moving stairs, that they became generally accepted. About Escalators describes the history and technological advancements of this increasingly popular transport system. Click on the subhead above to read more about escalators.

Elevator History Moving the world

Imagine the skyline of a modern city if the elevator did not exist. Buildings would be limited to five or six stories. Most of the architecture of the 20th and

21st century would be impossible. Office towers, hotels and high-rise apartments would hardly stand in their present form. But in 1852, one man helped change the face of the worlds cities. That was the year Elisha Graves Otis invented the safety elevator, giving rise to the modern skyline. To gain some idea of the effect of this one advancement, consider that today, elevators move the equivalent of the worlds population every 72 hours.

Otis Elevator Company has been safely and efficiently moving people for 150 years. Today, Otis is the worlds largest company in the manufacture and service of elevators, escalators, moving walks and people-moving equipment. With more than 1.2 million installations and 61,000 employees, Otis can be found almost anywhere around the globe.

By creatively applying new technologies, Otis Elevator Company continues to set precedents for ride quality, reliability and safety throughout the industry. This spirit of innovation, combined with outstanding customer service, has earned Otis elevators a prominent place in 10 of the worlds 20 tallest buildings.

Working at OTIS

We take our people seriously

You want to determine the way you spend your day. You think being passionate about your job is essential to being there. You demand a high standard of performance from yourself and bring more to your job, your team and your organization because of this. You would love to work in a small company environment where you can impact the bottom line, yet you want to enjoy the resources of a world-class organization. At Otis we offer you all of this and more, so you dont have to choose.

As a worldwide leader in our industry, we constantly strive to meet the highest standards in every area of our company. But a company is only as good as its employees. We seek talented and capable individuals who want to excel, and we do everything we can to help them achieve their goals. We can offer you a diversity of opportunities and cultures, excellent compensation and benefits, and the opportunity to be a part of the industrys most talented team.

Elevators

Otis understands the importance of attention to every conceivable detail while designing and building elevators. From the invention of the first safety elevator to today's state-of-the-art mechanisms, Otis remains the undisputed leader in elevator technology.

Freight

GOODS & AUTOMOBILE

Suitable for Industrial units, manufacturing plants, car parks in residential and commercial buildings.

Otis freight elevator cars are designed and built to withstand years of rugged industrial usage, and are available in a wide range of sizes for all applications

For a properly engineered installation, the choice of a freight elevator requires consideration of such factors as size and weight of the materials to be transported and the method of handling. The building characteristics must also

be considered. To ensure an elevator installation suited to each set of operating conditions, Otis manufactures several basic types of freight elevators in a wide range of capacities and with a choice of control systems

Safety

Safety is first at Otis

Otis was founded on safety almost 150 years ago, with the introduction of the worlds first passenger safety elevator. Upholding that tradition is key at Otis. We will not be satisfied until our workplace is safe from hazards, our employees are injury free, our products and services are safe, and our commitment and record in protecting the natural environment remain unmatched.

Otis and its employees are committed to:

The Company and its employees are committed to:

Eliminating employee injuries by making the workplace free from hazards and unsafe actions.

Driving pollutants in manufacturing processes to the lowest achievable levels.

Conserving natural resources in the design, manufacture, use and disposal of products and delivery of services.

Establishing safety and environmental protection standards that both comply with local laws and go beyond, when necessary, to achieve the goals of this policy.

Holding operating managers accountable for safety and environmental performance and for providing leadership and required resources.

They require all employees to comply with our standards.

Benefits

While you are with us

From comprehensive insurance programs to generous vacation, Otis offers an extensive and flexible benefits program. Here is a summary of the key programs for our employees.

Healthcare

Hospitalization assistance is provided to all employees for expenses incurred for stay in hospital, for surgical operations, X-Rays, therapy, test and consultations while in hospital.

Medical expenses are also reimbursed up to set limits depending on the grade of the employee.

LEAVE

Otis India employees enjoy 40 days of leave per annum. Leave can also be carried forward and encashed subject to the governing rules and regulations.

EMPLOYEE SCHOLAR PROGRAM

Otis encourages associates to continue their formal education outside of their working hours for the benefit of both the associate and Otis. The company pays all tuition and academic fees for those who achieve the required grades. In addition, associates are entitled to paid time off for half their classroom hours per week (up to a maximum of 3 hours per week). Upon completion of your accredited degree program, you will be awarded $10,000 worth of UTC stock for Bachelors, Masters or Doctorate degree. $5,000 worth of UTC stock will be awarded upon completion of an accredited Associates degree. Modernization

An elevator is the lifeline of any multi-storey building. However as it advances in age, operational reliability, fading looks and the need for optimum efficiency and safety remains uppermost in every elevator user's mind. A decision to replace the equipment is not one which can be taken easily considering the cost implications and downtime involved. Leave that worry to us. You now have the answer in Otis Modernization.

OTIS MODERNISATION is Otis India's dedicated business unit that upgrades existing elevators. It improves the performance and functional utility of an elevator in a cost effective manner whilst incorporating the latest in elevator technology.

Aesthetics Upgrade Performance Upgrade

Milestones Global Volunteerism Our Milestones in Team Otis

1995 Employees from more than two-dozen countries volunteer at the Special Olympics World Summer Games in New Haven, Conn., USA.

1996 The Special Olympics/Team Otis Partnership Award initiated to bring recognition to employees for exceptional efforts.

1997

Team Otis raises more than US$100,000 to host a farewell event for athletes following the World Winter Games in Toronto, Canada. It is the first farewell event in the history of the World Games.

1999 Team Otis volunteers create and implement a strategy to present awards on three stages simultaneously to separate groups of track and field athletes at the World Summer Games in North Carolina. It marks the first time this was done at the World Games.

2000 Team Otis volunteers from a dozen countries provide support at Olympic Town for the Special Olympics European Games held in Groningen, The Netherlands.

2001 Forty Team Otis volunteers from eight countries organize and staff the awards area at the Floor Hockey venue at the 2001 Special Olympics World Winter Games in Anchorage, Alaska, USA.

LITERATURE REVIEW

Literature Review

Purpose

Updating of knowledge is essential to completely identify and demarcate a research problem. Review of existing literature in a time span or up to the point at which problem is going to be investigated is needed. Its here the researcher will look into the purpose of research and how pertinent and relevant the theme is for research. The purpose of study will be made explicit by the researcher in the backdrop of the problem stated.

Methodology

Google search has enabled to identify four thousand and thirteen research papers on Brand Perception from 1994 to 2004 year. The papers are published in refereed journals such as Journal of Marketing, Harvard Business Review, Journal of Market Research, Indian Management Review. A comprehensive review of four thousand and thirteen articles covering its variety, dimensions and whole gamut of other factors is not possible. It has therefore, been, decided to review Forty Research papers (Ten Percent of paper published) in important journals with a stint on variety. This has enabled the researcher to make out a case for present research investigation

Conclusion

A review of forty papers has pointed us towards the research problem now being investigated. It is one of the fastest growing companies in the southern region. The company concentrates on residential apartments and its USP is good customer relation and fastest installation. The company also bids with competitive price.

DESIGN OF THE STUDY

INTRODUCTION

A study of customer satisfaction level about the services provided by Otis Elevators Company (I) ltd. We are mainly concentrated on Otis elevator company product and their service offered in various segment like commercial, semi commercial and residential buildings.

Background:

By looking at their profile one can understand the products and their reputation in the market by more than century they are offering these premium products. The title of the project is a a study of customer satisfaction level about the services provided by Otis elevators company (I) ltd. by this the Otis elevator company will introduce new promotional plans and products for the customers. As per academic fulfillment I consulted Otis to carry out project work I am happy to state that Otis management people have given me most challenging work and through out the project they guided and given me valuable information to me.

Statement of problem:

In todays fast changing pace people value time more. Hence, for the faster axis they require lifts for the day-to-day work. By knowing the customers satisfaction on the performance of lifts, by introducing modernization lifts will help them carryout day-to-day work smoothly and effectively.

Objective of the study

Now a days the customers are suffering by unsatisfied lift performance. By proper servicing its easy to operate, save time and reduce risk. By this we make an organization as effective organization. The following are the objectives of the study:

a. To assess the satisfaction level of the customers. b. To identify causes for lack of customer satisfaction. c. Simplifying the lift problems. d. Modernization of existing lifts. e. Time factor. f. To bring out effectiveness in organization.

Scope of the study

The study was carried out in Bangalore. It involved collecting information relating to the various buildings. To know there satisfaction on existing lifts and about their modernization plans for future about lifts in their buildings.

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

Problem Statement

The feed back from the customers about the performance of the Otis brand of elevators, the company can carry out the product modification/introduce new models. Objective of the Study:

To assess the satisfaction level of customers To identify causes for customer dissatisfaction To devise mechanism for solving problems of lift usage

Mode of research

The data has been collected mainly through a survey, (through the structured questionnaire) from the multistoried building.

Target respondents

The respondents have been the chief engineers, managers, assistant mangers, and supervisor in the facilities department of the multistoried buildings.

Sample size

The sample size is restricted to 37 respondents taking into consideration of the time and resource constraints.

Tools for data collection

A structured questionnaire has been used to collect the required data.

Mode of analysis

Since our research investigation is qualitative in nature, we have not subjected the data to rigorous statistical treatment. We believe that qualitative analysis is as important as quantitative analysis.

Limitations of the research Time and resource constant Since the research is heavily dependent on personal opinions of the

respondent, bios/prejudice might have crept it. Since the resource research is restricted to only one brand, the problem of

generalization becomes obvious.

DATA ANALYSIS AND

INTERPRETATION

DATA ANALYSIS AND INTERPRETATION

REPONDENTS PROFILE

Profile of the respondents

The respondents were the chief engineers, managers, assistant mangers, and supervisors from the facilities department of the multistoried buildings.

The study concentrates on multistoried building. The main reason for selecting this group of respondents was that they are the ones who are responsible for satisfying the need of the lifts for the organization.

A brief note on the method of analysis:

We have made an attempt to contact several respondents of multistoried buildings but we could only about 37 respondents due to various limitations like lack of time for research, lack of proper responses from the respondents, etc.

Among these 37 correspondents there are chief engineers of the facilities section, estate officers, managers, assistant managers, supervisors. The available responses have been tabulated and graphs are designed accordingly which would help in clear understanding of the breakup of data.

The available responses are converted into corresponding percentages and graphs are designed includes bar and pie charts that would give a clear picture regarding the details of the analysis.

TYPE OF BUILDING

Table 1

Building type No of respondents percentage

a. Commercial 31 84% b. Residential 5 13% c. Semi commercial 1 3% Total 37 100%

0

5

1015

2025

3035

a.Commercial b.Residential c.Semicommercial

Chart 1

No of Respondents

Source: Field investigation.

Interpretation

It can be seen from the above table and graph that the building type commercial is 31 (84%). The residential is 5 (13%) and there are 1 (3%) semi commercial buildings in the survey.

HOW MANY YEARS OLD ARE THE LIFTS IN THE BUILDING?

Table 2

Options No of respondents percentage

< 1 Year 0 0% 1-2 Years 0 0% 2-5 Years 0 0% >5 years 37 100% Total 37 100%

Chart 2

0 10 20 30 40

< 1 Year

1-2 Years

2-5 Years

>5 years

No

of r

es

pond

en

ts

>5 years

Source: Field investigation.

Interpretation: As it can be seen from the table and graph, the lifts used by the

respondents is 5 years old, which means that the maintenance of the existing lifts assumes importance.

Make of the lifts?

Table 3

Name of the companies No of Lifts Percentage OTIS 59 90.70% JOHNSON 1 1.53% KONE 3 4.61% OTHERS 2 3.07% Total 65

0

10

20

30

40

50

60

OTIS JOH N S ON K ON E OTH E R S

C hart 3

N o of L ifts

Source: Field investigation.

INTERPRETATION

The above table and graph shows that the lifts used by target respondents are from, OTIS ELEVATOR COMPANY. Otis is the preferred brand as compared to the other brands.

How many times in the past 1 year did the company respond to breakdown calls at your building? Table 4

Response No of respondents Percentage

Not even once 2 5.40% 1-3 times 3 8.10% 4-6 times 6 16.21% More than 7 times 26 70.27% Total 37 100%

Not even onc e

1-3 tim es

4-6 tim es

More tham 7 tim es

Source: Field investigation.

Interpretation: It can be seen from the table and graph that the response from the company to break down calls of the respondents is 70.2%.

Do you have Annual Maintenance Contract (AMC)?

Table 5

Response No of respondents Percentage

Yes 37 100% No 0 0% Total 37 100%

05

10

15

20

25

30

35

40

Yes No

Chart 5

No of respondents

Source: Field investigation.

INTERPRETATION

The above table and graph shows that all the respondents have entered into an Annual Maintenance Contract.

How fast does the service engineer or the supervisor attend to the breakdown calls /complaints registered by you?

Table 6 Response No of Respondents Percentage Within 2 hours 22 59.45% Within 4 hours 3 8.10% Same day 5 13.51% More than 1 Day 7 18.91%

Total 37 100%

05

10152025303540

Within 2hours

Within 4hours

Same day More than 1Day

Total

Chart 6

No of Respondents

Source: Field investigation.

INTERPRETATION: It is clear from the above table and graph that the response from the

company for the company breakdown call within 2 hrs is 59.45 %,within 4 hrs is 8.10%,sameday is 13.51%and more than one day is 18.91%.Hence if the company attends to the breakdown call within 2 hrs the customers would be satisfied. How do you rate the attitude of the service/Maintenance Team at your premises?

Table 7

Factors Very Good Good

Neither good or bad Bad

Very Bad

a.

Completing the work in time 3 30 4 b. Quality of cleanup after the completion 2 28 5 1 1 c.

Courteous 3 27 5 2 d. Listening to the problem 4 28 5 e.

Neatness of appearance of lift after service 2 26 7 1 1

Chart 7

0%

20%

40%

60%

80%

100%

1 2 3 4 5

e.Neatness of appearance of lift after service d.Listening to the problem c.Courteousb.Quality of cleanup after the completiona.Completing the work in time

Source: Field investigation.

Interpretation: As can be seen from the above table and graph, majority of the respondents rated their attitude towards the service/maintenance team as good on all the chosen parameters.

Overall how do you feel about the service provided by the Company?

Table 8

Response No of Respondents Percentage

Good 17 45.94% Satisfactory 14 37.83% Needs improvement 6 16.21% Total 37 100%

Chart 8

17, 46%

14, 38%

6, 16%

GoodSatisfactoryNeeds improvement

Source: Field investigation.

INTERPRETATION

From the above table and graph it is clear that the customers perceive the service provided by the company as Good is 45%, Satisfactory is 37 % and Needs for improvement is 16 %. What is the level of satisfaction of the service carried out by the Company on the Lifts at your building?

Table 9

Response No of Respondents Percentage

Very Good 4 10.81% Good 15 40.54% Average 16 43.23% Bad 2 5% Very Bad 0 0% Total 37 100%

02468

10121416

V.Good Good Average Bad V.Bad

Chart 9

No of respondents

Source: Field investigation.

INTERPRETATION

The above table and graph shows that 10.81% of the respondents feel Very Good, 40.51% of the respondents feel good, 43.23% of the respondents feel Average,5% of the respondents feel Bad and none of the respondents feel very bad. Do you find any improvement after the service is done?

Table 10

Response No of Respondents Percentage

Yes 26 70.27% No 11 29.72% Total 37 100%

Chart 10

70%

30%

YesNo

Source: Field investigation.

INTERPRETATION

The above table and graph shows that 70% of the respondents find improvement in the performance of the Lifts after the service, whereas 30% find no improvement.

What will make you Most Satisfied Customer?

Table 11

Factors No of respondents Percentage Quick response 31 66% Courteous company staff 7 15% Less/No Breakdown 2 4% Periodical service 7 15%

C hart 11

66%

15%

4%

15%

Quick response C ourteous company staffLess/N o B reakdow nPeriodical service

Source: Field investigation.

INTERPRETATION

The above table and graph shows that the respondents/customers who are expecting for periodical service are 15%, for quick response 66%, for less/no breakdown 4% and that for quick response is 15%.

Is the Telephone Operator pleasant, patient and courteous while answering/receiving complaints?

Table 12

Response No of Respondents Percentage Yes 37 100.00% No 0 0.00% Total 37 100%

Chart 12

100%

0%

YesNo

Source: Field investigation.

INTERPRETATION The above table and graph shows that all respondents feel the telephone

operator is pleasant, patient and courteous.

Will you recommend OTIS AMC to other people?

Table 13

Response No of Respondents Percentage Yes 28 75.67% No 9 24.32% Total 37 100%

Chart 13

76%

24%

YesNo

Source: Field investigation.

INTERPRETATION The above table and graph shows that 75.67 % of the respondents prefer

to recommend OTIS AMC to other people while 24.32% do not favor to recommend it to others.

Do you intend to go for up gradation/modernization of Lifts?

Table 14

Response No of Respondents Percentage Yes 22 59.45% No 15 40.54% Total 37 100%

Chart 14

59%

41%YesNo

Source: Field investigation.

INTERPRETATION The above table and graph shows that 59 % of the respondents are willing

to go for the up gradation where as 41% are not willing to.

MAJOR FINDINGS OF THE RESEARCH

Customers are dissatisfied because of the company is taking to much time to attending breakdown calls.

Few customers are dissatisfied because the after sales service and support expecting regular visits from the company are not done.

Customers are dissatisfied with the service team of the company because they are not contacting on customers orders and complaints.

The customers stated that the company should improve their services to their customers and also they mentioned that the company response was poor.

Researcher finds that the company lifts satisfy the customers and they are happy because they are getting back the value for money invested.

Customers are satisfied because they perceive the companys lifts as the best in the market. The customers have a positive attitude regarding the company.

If there is a breakdown during night times, the service team will attend to the call only on the next day. This is a problem faced in hospitals and hotels, which work round the clock.

Researcher finds that the service team does not interact with customer.

The servicing takes a long time during major breakdown because they have to get the spares.

To researcher also finds that there is more number of breakdowns. Few of the customers are not satisfied with the service because of the

repetition in the problem.

RECOMMENDATIONS

The customers will be satisfied if the response from the company is quick. Hence the company has to appoint more number of service personnel.

The customers will always prefer for a less/no breakdown lift, hence the company has to provide periodical service.

The company should appoint special teams to attend to calls during the night time.

The team should keep in touch with the customers to know about their problems and their further requirements of lifts.

The company should keep some important spares so that they can rectify the problem as and when there is a major breakdown.

The ground reality is that the customer satisfaction will suffice but the customer delight dazzle. The company should compete for the customers by conforming to their expectations consistently. The company should focus on the following components customer satisfaction/delight: The fulfillment of latent needs that the customer is not yet aware of

A quality of service that the customers do not consider possible from members

Complete personalization of a standardized product/service An unexpected benefit for the customers Solutions to problems offered by the companys personnel at

personal initiative. We give below the customer satisfaction/delight chain. The company can

profitable benchmark it in its attempt directed towards customers satisfaction/delight:

The company should periodically measure the customer delight/satisfaction which will help the company to identify its position in the market vis--vis competitors. The company can choose any one the following models for this purpose:

Measure Customer Satisfaction

Understand latest needs

Implement quality management

Provide better service than competitors

Create delight

Customer Satisfaction indices

Direct contact Empower employees

Feed back Market Research

Provide touchy-feely benefits

Under promise over deliver

Innovate constantly

The GALL-UP-QSA model which is given below:

Satisfaction scores on six product parameters can be used to identify the gaps between the customer perception and management perception.

The CSMM model

Tangibles Accuracy Availability

Responsiveness Credibility Partnership

Customer Perception

Management Perception

Dissatisfiers

Satisfiers

T H E

G A P

Identification of satisfaction drivers

Measurements of overall satisfaction and contribution of each drivers

Comparison with overall satisfaction and contribution of each driver to customers products

Corrective action by the management

Verification of satisfaction drivers, repetition of process

Key satisfiers and dissatisfiers are identified and the companys performance on them, on an absolute level as well as relative to competitors, is assessed

The SERVQUAL MODEL:

Word-of-mouth communication

Expected service

External Communication to customers

Past Experience Personal needs

Perceived service

Gap 2 Gap 4

Gap 5

Gap 1

Scores are assigned to the companys performance versus customers expectations in order to quantify the five gaps that represent deficiencies.

Of all these three models, we recommend the SERVQUAL model, as it is quite comprehensive, meaningful and realistic. This model is very popular among companies manufacturing durable products.

We also give below some prominent guideposts for the company to generate customer satisfaction/delight: Strive constantly to provide additional customer value in every

transaction Use a flexible service envelop around the core product to generate

surprise benefits Constantly surpass the expectations that the customer has built

around the product Treat every customer as trough he is the only customer whom the

company wants Look for expectation performance gaps in order to identify

opportunities to delight. It is to be noted that the issue of customer satisfaction/delight is too subjective. The intentions of creating it are good but the implementation is tough. The process of satisfaction or delight cannot be totally formalized. However by

Service delivery

Service quality specification

Management perception of customer expectation

Gap 3

analyzing and systematizing subjective encounters, the company can understand them better.

We recommend for the company to institutionalize its systems which helps increase both internal and external customer satisfaction. Essentially, systems drive delight which, in turn, drives the systems. A system that manages customer satisfaction using quality tools creates a green house where customer delight can be nurtured.

We also recommend that the company should practice customer value management. The CVM enable the company to gain an intimate understanding of the market and the customers. We give below chart depicting the sequential steps in creating customer value:

Customer needs

Advertising and communication

Customer wants

Latent Overt

To sum-up, our research investigation establishes the need for treating the customers as core competency of the company. Targeting customer delight/satisfaction adds a new dimension to quality and service by forcing the company to scale new freights, to realize its full potential and to achieve dramatic break through.

DIRECTIONS FOR FURTHER RESEARCH The topic of customer satisfaction/delight has been fascinating for the researchers in marketing. Abundant research has gone into the field. Nevertheless, there is ample scope for further research in this important field. The customer satisfaction/delight is an essential input for redesigning marketing

Products and brands

Customer trail Distribution and sales

Customer Experience

Customer delight

Customer Value

+

+

=

programs and is much sought after even today. Perhaps, the line of thinking on which our research investigation is based may give scope for further research in the following areas:

Customer as a core competency in globalized marketing scenario Application of multi-attribute analysis to measure customer satisfaction Customer satisfaction and customer value management interface Supply chain management a framework for customer satisfaction Real-time personalized marketing system for durable products How can companies and customers co-create the value of the product? Customer preferences and priorities a factor analytical approach New formulae for customer enticement in durable goods industry Customer Intimacy in Durable Goods Industry Total Quality Marketing : A Path to Customer Delight Strategic Brand Perceptions in respect of Durable Products

The above list is only an indication of broad areas of research. Micro-studies can also be undertaken.

ANNEXTURE

Select Bibliography 1. Shopper, Buyer and Consumer ehaviour by Jay. D. Lindquist and M.

Joseph Sirgy Wihey Dreamtech Publications 2000 2. Consumer Behaviour by J. P Engel, R. B. Blackwell, and P.W. Miniard,

Dryden Press publications, 1995 3. Loyalty Effect by F.F. Reichfield, HBS Publications 1996 4. Conceptualization and Measurement of Consumer Satisfaction lby H, K

Hunt and R. Day, School of Business, Indiana University publications 1980

5. Services marketing by K. E. Clow and D. L. Kurtz Wihey Dreamtech Publications, 2003

6. Essentials of Services Marketing by E. Doglas Hoffaman and John. E.G. Bateson, Thompson-South-Western publications 2003

7. Marketing by M.J.Etzel, B.J.Walker and J.J. Stanton, Tata McGraw-Hill publications, 2004

8. Marketing Management by Czinkota and Kotabe, Thompson South-Western publications, 2003

9. The New Age Marketing Edited by N. Rajashekhar, ICFAI Publications, 2002

JOURNALS: 1. Indian Journal of Marketing 2. Harvard Business Review 3. ICFAI Journal of Marketing 4. ICFAI Journal of Services Marketing 5. ICFAI Marketing Mastermind 6. Business today 7. Business world

BUSINESS MAGAZINES: 1. Business Standard 2. Economic Times 3. Business Line

WEBSITES SURFED: 1. www.otis.com 2. www.kone.com