Customer satisfaction survey of office furniture; Godrej and Boyce MFG. Co., Bombay

Abstract

Organisations through out the world are beginning to recognise the fact that measuring customer satisfaction is no longer an option but an essential part of their management systems. Measuring, customer satisfaction, and meeting their expectations is important because important because satisfied customers are loyal, provide positive word of | mouth and are better customers. This study has two parts. The first part is related to measuring customer satisfaction of office furniture and the second is an analysis of Godrej as a player in the furniture market. | ‘The main parameters affecting customer satisfaction were determined through detailed group ‘discussions, focus groups, and a pilot study. The questionnaire had four parts. In the first part details of the brands of furniture being used were sought. The second part asked the respondents to rank the parameters in the order of importance that they placed on each of them and their ratings of the brand on each subparameter into which each parameter was divided. Suggestions for improvement and repurchase decisions were sought in the next part. The final part had details of the company. Customer satisfaction indexes were calculated for each customer and these were analysed. A Factor Analysis was done on the ratings across the sample and three factors were extracted which were named Quality of Product, Quality of Service and Delivery and Commercial terms. A discriminant analysis was done on selected sub parameters across the sample to obtain the discriminating function. The summary of findings 1s as given below. 1)Factor analysis showed that three factors which have been named as a) Quality of product. b) Commercial and delivery terms c) Quality of service can explain the variation in the sample. Value for money was found to be associated to both product as well as service. 2) From the average values of each group in each variable it was found that the most important variables for classification of customers into the groups could be Finish, Modern, Durability, Value for money, Delivery, Service support, and Repairs. Service séems to be causing the most number of dissatisfied customers.