CUSTOMER SATISFACTION MEASUREMENT IN PAINT INDUSTRY: A CASE STUDY OF ASIAN PAINTS

Publication Date : 22/12/2016


Author(s) :

Parinda V. Doshi.


Volume/Issue :
Volume 2
,
Issue 12
(12 - 2016)



Abstract :

Increasing completion among the firms has forced them to search for tools providing competitive advantage in the market. The recognised tools used by the organisation include innovation in product and processes, employees training and development to sustain the ever changing environment and satisfying the customer in order to increase the profitability. Satisfaction of customer is widely known as an important tool for competitive advantage and survival of the business. Firms constantly through their innovative product or process try to capture the market by providing and trying to provide maximum satisfaction to their current and potential customer. The present study examines the level of impact of product features, durability, variety, price and services offered by employees and distributors of Asian Paints on satisfaction of its customer, experience of the customers and their intention to repurchase. Perceptions of customers of Asian Paints in Vadodara city were recorded by means of survey method. Data was analysed using measures of central tendency mean and mode to assess the level of impact of variables on customer satisfaction, experience and intention to repurchase. Results of the study supported the notion of effects of variables on the satisfaction of the customers.


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