International Journal of Advanced Research in Commerce, Management & Social Science (IJARCMSS)

ISSN : 2581-7930, CIF : 2.965 , Volume 03, No. 01, January - March, 2020, pp 19-24

A STUDY OF CUSTOMER SATISFACTION OF MAJOR FABRIC PRODUCERS

Pramod A. Kadam
Dr. Pradip Manjrekar

ABSTRACT

The customer Satisfaction study of textile polyester market and Polyester filament yarn sector
having great importance like the customer Satisfaction for other industries and challenge of other market
also, especially, more suppliers in the market available and competition to each other’s. It is known as
customer satisfaction is important for any Industry for the present business and future business plan.
Especially, it help to grow business as well as the addition of new customer base. The type of customer
group available in the Bhiwandi market .like different group use the different product for the different
application like men’s wear fabric ladies wear fabrics and so on ….This study help to add feedback of
customer on the product and service of supplier of polyester yarn .The customer satisfaction report help
yarn supplier to protect the customer as per the feedback and help to improve quality of yarn and product
required for the fabric manufacturing. In the textile yarn business a lot of customer or fabric manufacture
base available to understand the feedback, but we have selected the region base or area base for the
customer of Bhiwandi. The satisfaction base of the factor for the yarn supplier are Product , quality , price
,packing material, delivery schedule , after sales , new initiative for development ,customaries products .
Quality resolution method and so on... In this study independent variables is being investigated that if any
differences exist in satisfaction of the customers in the selected fabric manufacturer on high speed loom
of Bhiwandi w. r. t. to major polyester filament yarn supplier in the industries. The object will help to
guideline and decide the marketing strategy for suppliers.

Keywords: Customer Satisfaction, Polyester Filament Yarn, Product Quality, Price, Service.

Introduction
In today’s competition conditions in textile yarn marketing as production capacity of India are
growing exponentially. The factors are very much important from the supplier point of view to study
before manufacturing and marketing of the products. The polyester yarn suppliers make as survey every
cycle as internal analysis of study, which morally called customer satisfaction Index (CSI). Customer
satisfaction questionnaire based on the major impact factors of yarn suppliers and as per the past year
feedback to analysis the improvement level YOY basis in the market. Especially, in the marketing
supplier need to hold the base customer or generating the new customer via marketing will be cost to
company, to avoid the future cost to develop the new customer base, it is better to hold the old customer
base. Customer satisfaction help to increase the customer loyalty, purchase, details of the firm impact of
cost for new customer base in the competitive enterprise As a result, the positivity of the organization in
the market will increase and growth of the company will increase customer base. The scope of the study
is to identify if any differences exist in the perception of customer satisfaction according to the Bhiwandi
polyester yarn supplier and buyer.
In the Bhiwandi textile industry having different kind of fabric manufacturing machines such as
Power loom, Shuttle lessloom, water jet and Air jet loom. The high speed loom are considered as shuttles
less looms as per different hardware for manufacturing for fabrics. The industry is growing and converting

 Ph.D Scholar, Singhania University, Rajasthan, India.

the hardware of manufacturing machinery from old machineries called power loom or shuttle loom to high
speed looms. The requirement and need of the new machineries have to be considered by the polyester
yarn suppliers in Bhiwandi. There are many yarn suppliers in Bhiwandi in polyester filament yarns. e.g.
Reliance Industries Ltd, Well-known Industries, Bhilosa Industries Ltd, Sanathan Industries P. Ltd,
Perfect Industries Ltd Alok Industries Ltd. All name are selected of the top brand of polyester filament
yarns suppliers in Bhiwandi for High Speed loom fabric manufacturing.
In today’s economy all manufacturers need to pay attention how to withstand the customer in
their basket the marketing team of the suppliers working on the customer perception and the satisfaction.
The customer satisfaction will help for base long term customer hold in the fold .Suppliers need to
connect with the buyers for understand the need of the manufacturing for better product on High speed
looms. The Satisfaction of buyer plays an important role for the suppliers. Our study based on the same
line w.r.t. fabric manufacture of Bhiwandi manufacturer it also supporting to the supplier to prepare a
sustainable strategy in the long run.
Factors Affecting Customer Satisfaction in the Textile Industry
Customer satisfaction is really important in the textile polyester yarn as the manufacturing
capacity is increased than the product requirement in the market .It help to get the feedback from the
customers in a way that they can use manage and improve their business of polyester suppliers. The
type of product, product quality and the product pricing in the market, buyer or customer satisfaction is
the best indicator of how the business looks like in the future. Customer satisfaction helps in doing SWOT
analysis that could help them to develop their business in an advance and in a systematic way. It will help
marketing team to understand the competition strategy, for right decision in future to promote the product
as per polyester demand in the market.
The material will go fast delivery as compared to competitors. It will help to avoid non-moving
stock and financial burden in the business. Customer satisfaction helps to get the repeat orders and
demand to the buyers who supply right product, competitive price and reach to high value gain over the
other market suppliers. Polyester is growing in the world and Indian market, but the product selection with
the machinery up gradation area from conventional to modern machines. The product selection with
technical services is the main key factor for the suppliers to understand the customer satisfaction in the
value addition in the business.
Literature Review
Andreas Eggert, & Alferd Wolfgang (2002) "Customer perceived value: a substitute for
satisfaction in business markets?", Journal of Business & Industrial Marketing, In the recent year both
researcher and practitioners are important. In the study suggested impact of perceived value and in the
second model, perceived value is mediated by satisfaction. This research helps value and satisfaction
and can be conceptualized and measured as two distinct.
Y. N. Rao in his book (1994) “Financing of Cotton Textile Industry in India” This study help to
understand the financial condition of cotton textile Industry. The study concluded review of control of the
centralized sector in the textile industry... He has clearly mentioned that the government should reduce
taxes &duties on the textile industry. He stated that, the crucial problem faced by the textile industry is
modernization of the industry. The government should frame the policy of the incentives for the
investment in the textile manufacturing industry... He mentioned that textile industry in future is required
to look for new sources of short and long term finance.
Leavened B & Susan M, (1997) In the study on Customer switching behavior in service
industries, deals with the customer switching behavior. The customer behavior of switch to different
supplier and the reason of the same. This research guides the reason of the customer behavior change
and impact of the same on the business.
Oliver and DeSarbo (1988). Another formulation to measure customer satisfaction, widely used
in recent studies, including studies utilizing the satisfaction metric, is overall or cumulative satisfaction,
which is, in other words, relationship-specific. With this formulation, overall satisfaction can be viewed as
a customer’s overall satisfaction experiences and is gauged as the cumulative post-purchase evaluative
judgment of a group of discrete purchase activities or transactions for a particular brand or firm over a
duration of time Of these two formulations of customer satisfaction, overall or cumulative satisfaction has
been widely used with regard to customer satisfaction and customer loyalty. Thus, this transaction-
specific satisfaction formulation may be to important ant and restrictive – i.e., the transaction specific
satisfaction approach has a very limited predictive power
 Pramod A. Kadam & Dr. Pradip Manjrekar: A Study of Customer Satisfaction of Major Fabric 2
Oliver (1999) This study help to maintains that overall satisfaction for an analysis of the
satisfaction-loyalty relationship, inasmuch as the cumulative satisfaction construct is capable of
aggregating or blending individual satisfaction episodes. Likewise, the overall satisfaction formulation is
better at predicting consequent behaviors and economic outcomes.
Jin B. (2004) studied decrease in competitive advantage, challenges and implications in the
industries in East Asian countries. He identified rise in labor cause, market instability, limited automation
and computerization as features of the industry.
Pinar, M., and Trapp, P.S. (2008) in the article, “Creating help to competitive advantage of
Branding and Brand Ecosystem: The Case of Turkish Cotton and Textiles” suggests the implementation
of “ingredient branding” strategy help to analysis the cotton and in the different sector and marketing of
product according l y in the world
Nayak, A. (2009) in his paper “Hard Times for Indian Textiles” referred to the challenges of
competitiveness of the Textile market in the Indian business with different factors and study of the textile
product in the world business. Marketing of the textile product is base of customer in the world who are
direct buyer from the suppliers.
Ogunnaike, O. (2010) This is study of Nigerian Perceptions of local textile and customer
behavior and perception of the buyer in the Kaduna State and mentioned local textile company. This
study help to identify the factors affecting the customer satisfaction
Andreas Eggert, &Alfred Wolfgang (2002) "Customer perceived value: a substitute for
satisfaction in business markets?” Journal of Business & Industrial Marketing, Researchers have called for
an investigation the relation between customer satisfaction and value to. The perception and satisfaction
are important in the customer survey help which one is important to study the customer base for
future .The customer satisfaction index of each industry is important factor to analysis the customer base.
Gordon McDougall & Terrence Levesque, (2000) This research investigated the relationship
between three elements relation ,quality, relational service quality and perceived value and customer
satisfaction and future intentions across four services.
Roger Hallowell, (1996) this study help to understand the relationship of increased customer
satisfaction on profitability. The study collected from banking sector on customer loyalty and customer
satisfaction. The relationship of customer satisfaction to customer loyalty, and customer loyalty to
profitability, using multiple measures of satisfaction, loyalty, and profitability.
Objectives
 There is significant increase in customer’s satisfaction, if suppliers supply good quality product.
 There is significant increase in customer’s satisfaction, if suppliers provide the after sales
service.
Hypothesis
Hypothesis 1
 H01: There is no significant increase in customer’s satisfaction, if suppliers supply good quality
product
 H11: There is significant increase in customer’s satisfaction, if suppliers supply good quality
product.
Hypothesis 2
 H02: There is no significant increase in customer’s satisfaction, if suppliers provide the after
sales service.
 H22: There is significant increase in customer’s satisfaction, if suppliers provide the after sales
service.
Research Methodology
This contains the research methodology, technique and process used to explore the customer
perception, and satisfaction on the polyester filament yarn (PFY) suppliers as a whole and more specific
in the select fabric manufacturing in the selected area of Maharashtra. Sample survey method will help to
test the hypothesis generated for the research study. The customers from the selected area of
Maharashtra will be sample unit of 300 customers and their perception and satisfaction would be tested
on the principles of Brand Image, product quality, product service, value in use of the product, product
packing and delivery, supply chain, agent support, technical support from the suppliers of the Polyester
Filament yarn suppliers.
22 International Journal of Advanced Research in Commerce, Management & Social Science (IJARCMSS) - January- March, 2020

Research Design
Research design is the method help for collection and analyzing required information. The
research design method used in this project is descriptive. Descriptive research help to surveys and fact-
finding inquiries of different kinds of factors impact on satisfaction. Descriptive research design is used
where the data is collected through the questionnaire. The main assumption of the model is that
satisfaction of customer about the suppliers. The survey considered the no of customer o related to the
concern field of research.
Data Collection
Primary data is import a nt for any research .Primary Data were collected using the questionnaire
and customer contact. The respondents were approached personally and they help to provide the real
opinion on the factors affecting on the satisfaction of polyester yarn suppliers order to seek fair and frank
responses on quality of service. Secondary data collected from the internet, published reports. This is a
descriptive study. Data was collected through a structured questionnaire. The sampl esize is 30. Simple
Random Sampling was used to select the samples
Data Analysis
The choice of the statistical technique to use in analyzing the data is functio nof the objective of
the research study. The main objective is to asses and ascertains the relationshi pbetween different
variables and test specific hypothesis with regards to the nature of the relationship. The study is to
discriminate the customers bet w een satisfied customers and unsatisfied customers. In addition to this the
study will also look into the effect of different variables such as power loom, rapier loom, water jet loom,
Air jet loom fabric manufacture and their role in customer satisfaction.
Statistical Analysis
Hypothesis 1
H02: There is no significant increase in customer’s satisfaction, if suppliers supply good quality
product.
H12: There is significant increase in customer’s satisfaction, if suppliers supply good quality product
Basic Data Distribution
Overall Satisfaction
SD D NAND A SA
Count % Count % Count % Count % Count %
Good SD 2 100. % 0 .0% 0 .0% 0 .0% 0 .0%
0
quality D 3 28.2% 8 71.8% 0 .0% 0 .0% 0 .0%
NAND 2 19.2% 3 26.3% 2 18.2% 4 36.3% 0 .0%
A 1 3.9% 6 23.0% 11 42.2% 8 30.9% 0 .0%
SA 0 .0 0 .0% 0 .0% 0 .0% 0 .0%
%

Overall Satisfaction Good Quality

100.00%
80.00%
60.00% Good
40.00%
%

20.00% quality
0.00%
Good

quality
% % % % %
Good
SD D NAND A SA
quality

Good
 Pramod A. Kadam & Dr. Pradip Manjrekar: A Study of Customer Satisfaction of Major Fabric 2
Spearman’s Rank Correlation
Good qu lity product
a
Customer’s Satisfaction Correlation . 40**
5
p-value .000
Interpretation
As the correlation coefficient value is 0.540 i.e. positive with p-value less than that of 0.05
indicates that we should conclude that there is significant increase in customer satisfaction if suppliers
supply good quality product.
Hypothesis 2
H03: There is no significant increase in customer’s satisfaction, if suppliers provide the after sales
service
H13: There is significant increase in customer’s satisfaction, if suppliers provide the after sales
service.
Overall Satisfaction
SD D NAND A SA
Count % Count % Count % Count % Count %
After sales SD 3 50.0% 3 50.0% 0 .0% 0 .% 0 .0%
0
Services D 4 19.0% 12 57.1% 3 14.3% 2 9.5% 0 .0%
NAND 0 .0% 0 .0% 4 44.4% 5 55.6% 0 .0%
A 1 7.7% 2 15.4% 6 46.2% 4 30.8% 0 .0%
SA 0 .0% 0 .0% 0 .0% 1 10 .0% 0 .0%
0

Overall Satisfaction after sale service

100.00%
80.00% Overall S service
atisfaction after
60.00% Overall S service
40.00% Overall S service
20.00% Overall S service
sale tisfaction
0.00% Overall S service
aafter sale

tisfaction after
SD D NAND A SA
asale tisfaction
After sales Services
after sale
Spearman’s Rank Correlation
Good quality product
Customer’s perception Correlation .593**
p-value . 00
0
Interpretation
As the correlation co fficient value is 0.593 i.e. positive with p-value less than that of 0.05
e
indicates that we should conclude that there is significant increase in customer satisfaction if suppliers
provide after sales services to customer.
Conclusions
As the correlation co efficient value is 0.540 i.e. positive with p-value les sthan that of 0.05
indicates that we should conclude that there is significant increase in customer satisfaction, if suppliers
supply good quality product. As the correlation coefficient value is 0.593 i.e. positive with p-value less
than that of 0.05 indicates that we should null hypothesis and conclude that there is significant increase
in customer Satisfaction, if suppliers provide after sales services to customer.
24 International Journal of Advanced Research in Commerce, Management & Social Science (IJARCMSS) - January- March, 2020

References
 Acharya, B.K. and Govekar, P.B., “Marketing & Sales Management”, Himalaya Publishing
House, Bombay, 1985
 Akbar, M. M. and Parvez, N. (2009).Impact of service quality, trust & customer satisfaction on
customer loyalty.ABAC Journal, Vol 9 /1, pp 24-38.
 Anderson, E.W., Fornell, C. &Lehrmann, D.R. (1994) Customer satisfaction, market share, and
profitability: findings from Sweden, Journal of Marketing, vol 58, pp. 53- 66.
 Andreas Eggert, &Wolfgang Ulaga (2002) Customer perceived value: a substitute for
satisfaction in business markets. Journal of Business & Industrial Marketing, Vol. 17 (Iss: 2/3),
pp.107 – 118
 Apparel industry to triple revenue by 2020: Report Clothing Manufacturers Association of India
(CMAI) Bartikowski,
 B. and Walsh, G. (2011).Investigating mediators between corporate reputation and customer
citizenship behaviors. Journal of Business Research, vol 64, pp39–44.
 Bearden, William O and Jesse E. Teel (1983),Selected Determinants of Consumer Satisfaction
and Complaint Reports.‖ Journal of Marketing Research, Vol. 20, No.1, pp. 1-28
 Blanchard, R.L. Galloway, (1994) Quality in Retail Banking, International Journal of Service
Industry Management, Vol. 5 Iss: 4, pp.5 - 23.
 Bruer.M, (2005).Branding to compete: Application to textiles and apparel .journal of textile and
apparel, technology and management.vol.4/3.
 Christine T Ennew , Ashish K Banerjee (2000) "Managing word of mouth communication:
empirical evidence from India", International Journal of Bank Marketing, Vol. 18 (Iss: 2), pp.75 –
83
 Churchill, Gilbert A. Jr. and Carol Surprenant (1982), An Investigation into the Determinants of
Customer Satisfaction .Journal of Marketing Research, 19 (November), pp 491 -50
 Competition in retailing (2011).Office of Fair Trading Chirico, P. and Presti, A. L. (2008).A
customer loyalty model for services based on a continuing relationship with the provider. Journal
of Marketing, 3, pp 168-171.
 Cravens David, W., “Strategic Marketing”, McGraw-Hill Company, Boston, 1997.
 Day, George S., 1970 .Buyer Attitudes and Brand Choice Behaviour. The Free Press – New York,
 Dr. Gupta C.B., Dr. Rajan Nair N., (2002), Marketing Management, Sultan Chand & Sons, New
Delhi. Journal
 -Engel James F., Kollat David T., Blackwell Roger D. Halt, Rinehart and Winston (1973)
“Consumer Behaviour”, 2nd Edition, New York,
 Homburg, Christian, Nicole Koschate, and Wayne D. Hoyer. (2006) the role of cognition and
affect in the formation of customer satisfaction: a dynamic perspective." Journal of Marketing vol
70.3, pp 21-31.
 Jain Subhas C., (1981). “Marketing Planning and Strategy”, South-Western Publishing Corp.,
Cincinnati, Ohio.
 Journal of Textile & Apparel / Tekstil ve Konfeksiyon;(2012) Vol. 22 (Issue 4), p278
 Robert A., and Richard L. Oliver (1991) the dimensionality of consumption emotion patterns and
consumer satisfaction." Journal of consumer research pp. 84-91.
 Roger Hallowell, (1996) the relationships of customer satisfaction, customer loyalty, and
profitability: an empirical study. International Journal of Service Industry Management, Vol. 7(
Iss: 4), pp.27 – 42
 Simintiras, (1997). Prepurchase satisfaction and first time buying behaviuor, European Journal
of Marketing, Vol 31 (issue 11/12), pp 737–872
 Sumathi.S. (2003).Marketing Research and Consumer Behaviour, Journal of Marketing and
Communication, 38(10), pp.47-56
