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Summer Training Project Report

This document appears to be a student's summer training project report submitted for their Master's degree. It investigates the role of personal relationships in customer satisfaction at Reliance Securities. The report includes chapters on the company profile, objectives of the study, literature review, research methodology, data analysis, results, discussion, conclusions and limitations. It was certified by the student, project supervisor and director of the business management program.

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80 views

Summer Training Project Report

This document appears to be a student's summer training project report submitted for their Master's degree. It investigates the role of personal relationships in customer satisfaction at Reliance Securities. The report includes chapters on the company profile, objectives of the study, literature review, research methodology, data analysis, results, discussion, conclusions and limitations. It was certified by the student, project supervisor and director of the business management program.

Uploaded by

buddysmbd
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOC, PDF, TXT or read online on Scribd
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A

SUMMER TRAINING PROJECT REPORT


on

ROLE OF PERSONAL RELATIONSHIP IN MANAGEMENT WITH CUSTOMER SATISFACTION AT RELIANCE SECURITIES


Submitted in partial fulfillment of the requirement For the award of degree of
MASTER OF BUSINESS ADMINISTRATION SESSION (2012-2013)
SUBMITTED TO: Mr. Mukesh Vardhan Asst. Professor SUBMITTED BY:Shashi Kumar MBA IIIrd Semester Roll No 11021182

IFTM UNIVERSITY, MORADABAD


ROLE OF PERSONAL RELATIONSHIP IN MANAGEMENT WITH CUSTOMER SATISFACTION AT RELIANCE SECURITIES
by Shashi Kumar MBA III SEMESTER SUBMITTED TO DEPARTMENT OF MANAGEMENT STUDIES IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION AT THE SCHOOL OF BUSINESS MANAGEMENT OCTOBER 2012 The author hereby grants I.F.T.M. university permission to reproduce and to distribute publicly, paper and electronic copies of the project report in whole or in part

Signature of student _________________________________________________ School of Business Management October 2012

Certified by ________________________________________________________ Mr. Mukesh Vardhan Project Supervisor

Accepted by _____________________________________________________ Dr. Manjula Jain Director School of Business Management ii

TABLE OF CONTENTS
Chapter No. Chapter Name
Acknowledgement Certificate of Originality Certificate from Company List of Figures Executive Summary

Page No.
iv v vi vii viii

Chapter 1 Chapter 2 Chapter 3 Chapter 4 Chapter 5 Chapter 6 Chapter 7 Chapter 8 Chapter 8 Chapter 9 Chapter 10 Chapter 11

INTRODUCTION COMPANY PROFILE OBJECTIVE OF STUDY SCOPE AND RATIONALE OF THE STUDY REVIEW OF LITERATURE RESEARCH METHODOLOGY DATA ANALYSIS AND INTERPRETATIONS RESULTS AND FINDINGS DISCUSSIONS CONCLUSIONS LIMITATIONS OF THE STUDY SUGGESTIONS AND RECOMMENDATIONS BIBLIOGRAPHY ANNEXURE: o ANNEXURE I QUESTIONNAIRE

1 20 43 45 47 58 61 76 78 80 82 84 ---

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ACKNOWLEDGEMENT

It is my pleasure to be indebted to various people, who directly or indirectly contributed in the development of this work and who influenced my thinking, behavior, and acts during the course of study. I express my sincere gratitude to Dr. (Mrs.) Manjula Jain (Director, School of Management) for providing me an opportunity to undergo summer training at Reliance Securities Ltd.. I am thankful to Mr. Mukesh Vardhan (Project Guide) for his support, cooperation, and motivation provided to me during the training for constant inspiration, presence and blessings. I also extend my sincere appreciation to Mr. Rachit Agarwal (Central sales Manager, Reliance Securities Ltd.) who provided his valuable suggestions and precious time in accomplishing my project report. Lastly, I would like to thank the almighty and my parents for their moral support and my friends with whom I shared my day-to-day experience and received lots of suggestions that improved my quality of work.

(Shashi Kumar)

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CERTIFICATE OF ORIGINALITY

I Shashi Kumar Roll No.11021182 a full time bonafide student of first year of Master of Business Administration (MBA) Programme of IFTM University, Moradabad. I hereby certify that this project work carried out by me at Reliance Securities and the report submitted in partial fulfillment of the requirements of the programme is an original work of mine under the guidance of the industry mentor Mr. Rachit Agarwal and faculty mentor Mr. Mukesh Vardhan, and is not based or reproduced from any existing work of any other person or on any earlier work undertaken at any other time or for any other purpose, and has not been submitted anywhere else at any time.

(Student Signature) Date:__________________

(Mentor Signature) Date:__________________

CERTIFICATE OF THE COMPANY

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LIST OF FIGURES
Figure No.
Fig. 2.1

Figure Name
Concept of mutual fund

Page No.
26

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EXECUTIVE SUMMARY
The project work is pursued as a part of MBA summer training at IFTM University, Moradabad. It is undertaken as a traineeship at Reliance Securities. The project is done under expert supervision and guidance of Mr. Rachit Agarwal (Central Sales Manager, Reliance Securities) At its core, public relations revolve around this universal truth: people act based upon their perception of facts. By managing, controlling, or influencing people's perceptions, public relations professionals hope to initiate a sequence of behaviors that will lead to the achievement of an organization's objectives. When those in public relations successfully create, change, or reinforce opinion through persuasion, their primary objective is accomplished. Public relations professionals follow a set of principles in order to achieve success. Most campaigns begin with the identification of the problem or challenge, then move on to setting the public relations' goal. In order to achieve the goal, the public relations specialist crafts persuasive messages and implements key communication tactics while monitoring progress and fine tuning as necessary. Whether PR as a promotional tool is viewed as more effective relative to traditional advertising in the introduction of a new brand one has to consider different variables. PR is more effective when it comes to credibility, cost, and clutter. However, a major drawback is the control. Also, one has to consider the attributes of the brand since there are brands that are more PR friendly than others. Even though there often is an exaggerated belief in traditional advertising today we can see that the view of traditional advertising has changed among advertising and PR agencies. The agencies are aware of the need for other communication tools in the introduction of a new brand. Traditional advertising is a form of one-way communication and the consumers are skeptical towards this form of communication and are even to some extent ignoring it. Why agencies still are creating traditional advertising in the form of 30-second commercials seems to be an effect of safety and tradition. However, the respondents do not see PR alone as the main substitute for traditional advertising. Other forms of communication like sales promotion and wordof-mouth together with PR seem to be the most effective tools according to the respondents when introducing a new brand. The agencies are proclaiming a more

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personalized and targeted communication and finding other ways to communicate except the traditional ones. In short, the agencies are aware of public relations potential as a promotional tool but hesitate to fully implement it because of tradition and safety. We will go into this in further detail when discussing our model. In order to investigate the agencies view of public relations role relative to traditional advertising we created the 5-C model where we identified five variables important for the launch of a new brand.

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