CUSTOMER SATISFACTION

AT

Submitted to: Submitted by:

MS. SUPRITI AGARWAL sarthak nagar (43)

Saloni rastogi(53)

Latika sahani(12)

Gauri singh(6)
 Introduction
Samsung is one of the world’s largest producers of electronic devices. It specializes in the
production of a wide variety in electronics, including appliances, digital media devices,
semiconductors, memory chips, and integrated systems. Samsung first entered the electronics
industry in 1969. Their first products were black-and-white televisions. In 1970s and early 80’s ,
Separate semiconductor and electronic branches were established .In the 1990s Samsung
continued its expansion into the global electronics market- ranging from semiconductors to
computer-monitor and LCD screens—climbing into top-five positions in global market shares.
The 2000s witnessed the birth of Samsung’s Galaxy smartphone series, which quickly not only
became the company’s most-praised product but also frequently topped annual lists of the best-
selling smartphones in the world. Since 2006, the company has been the top-selling global
manufacturer of televisions. Beginning in 2010, the Galaxy series expanded to tablet computers
with the introduction of the Galaxy Tab.

Overview of industry
Samsung, South Korean company that is one of the world’s largest producers of electronic
devices. Samsung specializes in the production of a wide variety of consumer and
industry electronics, including appliances, digital media devices, semiconductors, memory chips,
and integrated systems. It has become one of the most-recognizable names in technology.
Samsung first entered the electronics industry in 1969 with several electronics-focused
divisions—their first products were black-and-white televisions. During the 1970s the company
began to export home electronics products overseas. At that time Samsung was already a major
manufacturer in Korea, and it had acquired a 50 percent stake in Korea Semiconductor.
In the 1990s Samsung continued its expansion into the global electronics markets Sales at
Samsung Group grew more than 2.5 times between 1987 and 1992. More important, Samsung
drew from potential profit gains to more than double research and development investments as
part of Kun- Hee Lee’s aggressive bid to make Samsung a technological leader in the electronics,
semiconductor, and communications industries. Besides partnering with U.S. and Japanese
electronics companies, Samsung Electronics acquired firms that possessed important technology,
including Harris Microwave Semiconductors and Integrated Telecom Technologies. In 1993,
Kun-Hee Lee sold off ten of Samsung Group’s subsidiaries, downsized the company, and
merged other operations to concentrate on three industries: electronics, engineering, and
chemicals.
The 2000s witnessed the birth of Samsung’s Galaxy smartphone series, which quickly not only
became the company’s most-praised product but also frequently topped annual lists of the best-
selling smartphones in the world. Since 2006, the company has been the top-selling global
manufacturer of televisions. Beginning in 2010, the Galaxy series expanded to tablet
computers with the introduction of the Galaxy Tab.

Latest customer trends:-

Multi camera phones:-
Huawei gave us the world’s first triple-camera smartphone, the P20 Pro. Samsung went a step
further with its quad-camera Galaxy A9.
Foldable Phones:-
Huawei has been eating into Samsung’s market share and has already surpassed Apple as the
second biggest smartphone manufacturer in the world. With Huawei’s handsets giving
Samsung’s Galaxy line a tough time, the South Korean brand is betting big on its folding phone
to retain the numero uno position. The upcoming phone likely to be named Galaxy X or F,
features a 4.6-inch display on the outside. It opens as a book to reveal its 7.3-inch screen.
Samsung M - series :-
Samsung Galaxy M series launch on January 28 The Galaxy M10 and M20 are the first Samsung
phones with water drop displays.
The Galaxy M10 price in India to start at Rs8,990, M20 to start at Rs12,990
The Galaxy M20 is said to Apart from that, the Galaxy M series will also bring some much-
needed features like a Type-C port with fast charging technology, something that is pretty rare to
see in the affordable segment, and something we have definitely not seen on a previous
affordable Samsung phone come with a massive 5,000mAh battery.
Samsung announces My Dream Project with UNESCO MGIEP and
Navodaya Schools:-
Samsung India has announced the My Dream project, a research study in collaboration with
UNESCO MGIEP (Mahatma Gandhi Institute of Education for Peace and Sustainable
Development) and Navodaya Vidyalaya Samiti. Under the project, ways of enhancing learning
outcomes for middle school students in India and how their stress levels can be reduced.

Literature review
According to Philip Kotler, “satisfaction is a person’s feelings of pressure or disappointment
resulting from product’s perceived performance (outcome) in relation to his or her
expectations. Customer satisfaction is the level of a person’s felt state resulting from
comparing a product’s perceived performance (outcome) in relation to the person’s
expectations”.

In today's increasingly competitive environment, quality services and customer satisfaction are
critical to corporate success. Delivering high quality services is closely linked to profits, cost
savings and market share. As stated by Piercy (1995), “it is striking that one of the few elements
that links many of the otherwise disparate recommendations made to managers over the past
several decades has been the need to focus on customer satisfaction as a route to sustained high
performance”. Companies should, to a much higher degree, be aware of the fact that customer
dissatisfaction equals both defection and long-term losses. As stated by various authors
(Ballantayne et al. 1996; Berry, 1986; Collier, 1994; Schneider and Bowen, 1995): It is easier -
and much cheaper - to keep existing customers than to get new ones. Additionally, another
benefit from achieving satisfied customers is the fact that the willingness to repurchase is much
higher for satisfied customers than for dissatisfied and indifferent ones. Despite this awareness
concerning the importance of customer satisfaction, it is beyond the ability of many of today's
service companies to maintain satisfied customers.

Empirical surveys concerning the proportion of satisfied versus dissatisfied customers reveal that
a large amount of service industries suffer from an insufficient number of satisfied customers. A
survey conducted in the BD by Dr.siraj (2018) reveals extreme low levels of overall customer
satisfaction. However, even companies which focus their efforts on achieving satisfied
customers, rarely exceed a customer satisfaction ratio above 50-70%. ( However , it is important
to emphasize that it is almost impossible to compare various levels of satisfaction, as the
numbers depend heavily on the specific method of measurement. As a result, it is not possible to
refer to the degree of satisfied versus dissatisfied customers in absolute terms, but only in relative
terms.

Based on the results above, the impression rises that the discipline of satisfying customers is not
always successfully translated into activities practiced by service companies. This fact has
supported our interest in conducting an investigation concerning the relationship between service
providers and customer satisfaction.

Methods to Measure Customer Satisfaction

Companies use the following methods to measure customer satisfaction.

1) Complaints and suggestion system:

Companies obtaining complaints through their customer service centers, and further suggestions
were given by customers to satisfy their desires.

2) Customer satisfaction surveys:

Responsive companies obtain a direct measure of customer satisfaction by periodic surveys.
They send questionnaires to random sample of their customers to find out how they feel about
various aspects of the company’s performance and also solicit views on their competitor’s
performance. It is useful to measure the customer’s willingness to recommend the company and
brand to other persons.
3) Lost Customer Analysis:
Companies should contact customers who have stopped buying or who have switched to another
supplier to learn why this happened.

4) Consumer Behavior Vs Consumption Behavior:

Consumer behavior refers to the manner in which an individual reaches decision related to the
selection, purchases and use of goods and services. Walters and Paul says that, consumer
behavior is the process whereby the individuals decide what, when, how and from whom to
purchase goods & services.
Consumer behavior relates to an individual person (Micro behavior) whereas consumption
behavior relates to and to the mass or aggregate of individuals (Macro behavior) consumers
behavior as a study focuses on the decision process of the individual consumer or consuming
unit such as the family.

In contrast the consumption behavior as a study is to do with the explanation of the behavior of
the aggregate of consumers or the consuming unit. Consumer is a pivot, around which the entire
system of marketing revolves. The study of buyer behavior is one of the most important keys to
successful mark.

Customer Satisfaction 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.
In researching satisfaction, firms generally ask customers whether their product or service has
met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When
customers have high expectations and the reality falls short, they will be disappointed and will
likely rate their experience as less than satisfying. For this reason, a luxury resort, for example,
might receive a lower satisfaction rating than a budget motel—even though its facilities and
service would be deemed superior in “absolute” terms.

The importance of customer satisfaction diminishes when a firm has increased bargaining power.
For example, cell phone plan providers, such as AT&T and Verizon, participate in an industry
that is an oligopoly, where only a few suppliers of a certain product or service exist. As such,
many cell phone plan contracts have a lot of fine print with provisions that they would never get
away if there were, say, a hundred cell phone plan providers, because customer satisfaction
would be way too low, and customers would easily have the option of leaving for a better
contract offer. There is a substantial body of empirical literature that establishes the benefits of
customer satisfaction .

RESEARCH METHODOLOGY

Research Methodology refers to the various methods and techniques involved

in the process of research. The information required for the preparation of the
report is collected through two sources

 PRIMARY DATA : The data collected for a purpose for a particular

problem in original is known as “Primary Data”. It consists of all the
answers in first hand. Under this report we have used primary data in
form of questionnaires in order to collect feedback regarding customer
satisfaction for the mobile brands
  SECONDARY DATA : The data collected from the public sources i.e.,
not originally Collected for the first time is called secondary data. The
secondary data in our report is other parts written in the report

Under this project we have taken the sample size 10 moreover also have the
interaction with the sales person over Samsung stores in Delhi and Noida
DATA ANALYSIS

1) How satisfied are you with your current brand of mobile hand set?

Highly satisfied 3
Satisfied 5
Neither 2
Unsatisfied

10
9
8 Unsatisfied
7
6 Neither
5
4 Satisfied
3
2 Highly satisfied
1
0
1 2 3 4 5 6 7 8

Interpretation : It has been observed that 80 percent of consumer are satisfied with
the mobile handset that they are using and 20 percent are not satisfied
2)Do you often change your mobile handset brand?
:

Yes 6
No 4

100%

90%
No
80%

70%

60% Yes

50%

40%

30%

20%
2)Do you often change your
10% mobile handset brand?
0% :

Interpretation : Most of the consumer are switcher they change their phone due to
latest technological improvement.
3. How long have you been using your current mobile handset?

1 year 5
2 year 5
3year

100%

90%
3year
80%

70% 2 year

60%
1 year
50%

40%

30%

20% 3. How long have you been

using your current mobile
handset?
10%

0%

Interpretation : It has been observed that maximum number of the consumer are
switcher they change their phone due to latest technological improvement
4. Which brand phone do you prefer?

Samsung 6
One plus 4
Vivo 2

7
6
5
4
3 Series4
2 Series3
1 Series2
0 Series1
4. Which Samsung One plus Vivo
brand
phone do
you prefer

Interpretation : It has been observed that maximum number of consumer prefer

Samsung followed by One plus and then Vivo.
5. Which brand handset is your toughest competitor

Samsung 5
One plus 3
Vivo 2

100%

90%

80% Vivo

70%
One plus
60%
Samsung
50%

40%

30%
5. Which brand handset is your
20% toughest competitor

10%

0%

Interpretation : It has been observed that there is a cut throat completion between
Samsung and One plus
6. How do you feel after sales services of Samsung?

Excellent 3
Good 7
Poor

100%

90%

80%
Poor
70%
Good
60%
Excellent
50%

40%

30%
6. How do you feel after sales
20% services of Samsung?

10%

0%

Interpretation : It has been observed mostly consumer are satisfied with after sales
servicies
7. Are you satisfied with battery backup capacity of Samsung

Highly Satisfied 7
Satisfied 3
Unsatisfied

100%
80%
60%
40%
20%
0%
7. Are you satisfied with battery
backup capacity of Samsung

8. What is your opinion about Samsung Handset prices?

High 6
Medium 3
Low 2

100%
90%
80% Low
70%
60%
50%
40% Medium
30%
20%
10%
0%
1 2 3 4 5 6

Interpretation : Maximum number consumer think that Samsung handset price are
being overcharge
 CONCLUSION

1. It is found that majority of consumers prefer Essential and Smart model handsets of

Samsung.

2. It is found that majority of consumers prefer Samsung due to its quality.

3. It is found that majority of consumers are satisfied with Samsung.

4. It is found that the influencing factor for consumers to purchase Samsung is through

advertisements.

5. It is found that consumers are satisfied with features of Samsung.

SUGGESTIONS
1. The company should come up with new handset models compared to one plus and vivo.

2. The consumers feel that the prices of Samsung Phones should be reduced.
3. The company needs to improve the sales promotional activities.

4. According to the survey the consumers prefer more models with different price levels
will attract the consumers. So the company has to concentrate on these in order to attain more
market share.

5. Though the company is leading the market, it should beware of competitors like one plus
which is also trying to compete with Samsung by offering better quality products at economical
prices.
 Questionaire
1.How satisfied are you with your current brand of mobile hand set?

Highly satisfied 3
Satisfied 5
Neither 2
Unsatisfied

2. Do you often change your mobile handset brand?

:

Yes 6
No 4

3. How long have you been using your current mobile handset?

1 year 5
2 year 5
3year

4. Which brand phone do you prefer?

Samsung 6
One plus 4
Vivo 2
5. Which brand handset is your toughest competitor

Samsung 5
One plus 3
Vivo 2

6. How do you feel after sales services of Samsung?

Excellent 3
Good 7
Poor

7. Are you satisfied with battery backup capacity of Samsung

Highly Satisfied 7
Satisfied 3
Unsatisfied

8. What is your opinion about Samsung Handset prices?

High 6
Medium 3
Low 2
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