PROJECT is more a combination of views, ideas,



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This is to certify that the project title as “A study on customer expectation, experience and satisfaction towards products and services provided by perishable food industry” has completed by Mr. Amol Rohidas Ushir, student of MMS Marketing of MET’s Institute of Management, Bandra (W), Mumbai as part of Specialization Project for Year 2016-18.

Prof. Anand Mayee
(Project Guide)

Dr. Sangeeta Tondon
(MMS Coordinator)


I hereby declare that the project “A study on customer expectation, experience and satisfaction towards products and services provided by perishable food industry” is an original piece of research work carried out by me under the guidance and supervision of Professor Anand Mayee.
The information has been collected from genuine ; authentic sources. The work has submitted in partial fulfilment of the requirement of Master in Management Studies to Mumbai University.

Amol Rohidas Ushir
Place: – Mumbai
Date – / /2018


Project work is never the work of an individual. It is more a combination of views, ideas, suggestion, contribution and work involving many individuals. I wish to express my deepest gratitude to BAKER’S LOUNGE PVT. LTD. for giving me an opportunity to be the part of their esteem organisation and enhance my knowledge by granting permission to do my specialization project under their guidance.
I am grateful to Mr. Rajesh Malani, my guide, for his valuable guidance and cooperation during the course of project. He provided me help and support whenever needed that has been important in completion of this project.
The project would not have been completed without guidance of Prof. Anand Mayee. His help was of great importance for my project.
My thanks also due to employees of Baker’s Lounge. Who are directly or indirectly related to the completion of my project.

Amol Rohidas Ushir

Sr. No. Contents Page No.
1 Executive Summary 6
2 Introduction To Project 7
3 Theoretical Background
? Concept at Glance
? Customer Satisfaction
? Customer Expectation
? Factors For Consideration
? Customer Experience
? Questionnaire
? Strategy Implementation 8
4 Company Profile
? SWOT Analysis 31
5 Literature Review 34
6 Problem Statement 38
7 Research Methodology 39
8 Data Analysis ; Interpretation 41
9 Findings 54
10 Suggestions 55
11 Conclusions 56
12 Limitations 57
13 A Peep Into The Future 58
14 Bibliography 59


The Report on “A Study of customer expectation, experience and satisfaction towards products and services provided by perishable food industry.” Customers are one of the key issues related to the management and management of client’s beliefs and relationships with them. The organization’s sales are mainly dependent on the existing customers of the organization. Therefore, it is necessary to be carefully and properly handled.
The organization’s existing customers are an important place in the organization’s benefits. It is the result of rapid growth of sales, which is why the organization needs to maintain and maintain market position. Customers are the mainstay of modern business. This is one of the marketing tools that helps the organization improve sales.
The primary objective of this project is to examine the company’s subsequent customer relationship management practices and the company’s sales process. The secondary objective of the study is to establish a relationship with the customer with the company. Other objectives are finding the level of solutions of existing customers and customers need new customers, and submit suggestions to improve sales and marketing status.

The title of the project is “A Study on Customer Expectation, Experience and Satisfaction towards Products and Services provided by Perishable food industry.”
Primary Objectives:
The primary objective of the project is to understand customer mind-set, process of action which are followed after he walks in and renders services, promote sales and profits and focus on Customer Relationship Management to meet the company sales growth and target.
Secondary Objectives:
? To Understand the Quality, Services and Products of Baker’s Lounge
? To Understand the Concept and analyse that at what level the customers are satisfied.
? Study of Marketing programs and efforts taken for awareness about Baker’s Lounge and bakery products in Market.
? To understand and analyse the needs of potential customers in Market.
The comparative analysis of business ventures found out that maximum profit of margin more than 20% is observed in food industry. Company profile and its customer base in tier 2 city area would provide with much more fruitful information.
BAKER’S LOUNGE is located at Dhanlaxmi complex, Osmanpura Aurangabad – 431001.

The duration of internship was of 2 months from 1st January, 2018 – 28th February, 2018.

Experience, Expectation and Satisfaction are upright concepts or strategizing factors to solidify relations with customers and at the same time reducing cost and enhancing productivity and profitability in business. It is a business strategy to select and manage customers to optimize long-term value. Any organization requires a customer centric business philosophy and culture to support effective marketing, sales and service processes. It is more about developing and implementing business strategies and supporting technologies that close the gaps between and organization’s current and potential performance in customer acquisition, growth and retention.
Extending the concept of selling form a discrete act performed by a sales person to continual process involving every person in the company. It is the art/science of gathering and using information about your customers to build customer service expectations. It is practically impossible to consider these process issues without addressing technology, but it is important to consider it in customer relationships, human relationships and ultimate driving force.
Hence it is a combination of business process and technology that seeks to understand a company’s customers from a number of perspectives including …
What they do?
Why they do?
What do they like?

In recent years, food industries have encountered difficult economic times due to increasing customer demands and strong internal industry development competition. The industry’s main concern globally is to serve its customer’s needs and desires, most of which are addressed through personal services. Hence, the businesses that are able to provide quality services to its ever-demanding customers in a warm and efficient manner are those businesses which will be more likely to obtain a long term competitive advantage over their rivals. Ironically, the quality of services frequently cannot fully appreciate until something goes wrong, and then, the poor quality of services can have long lasting lingering effects on the customer base and, hence, often is translated into a loss of business. Nevertheless, since the issue of delivery of services always involves people, this issue must centre around the management of the human resource factor, and in particular, on the way which interacts with itself and with guests, as service encounters. In the eyes of customers, hospitality businesses will be viewed successful or failure, depending on the cumulative impact of the service encounters they have experienced on a personal level. Finally, satisfaction levels are intangible and perishable personal service encounters, managing these services must be a paramount concern of any hotel business. As a preliminary exercise, visualize when you have last visited a hotel, or a restaurant, and then, ask yourself these questions: What did you feel about the quality of the experience? Was it a memorable one, which you would recommend it to others, or there were certain things, which could have made the difference? Thus, the way personalized services are provided can make the deference in attracting arid retaining long-term customers.

Traditionally every promotion was on paper and dependent on goodwill which created hindrance in clutching customers. People used to work hard in impressing customers by presenting new products with astonishing services; they were ready to work overtime for grasping more and more customers for increasing business. This too resulted in customer satisfaction and loyalty up to some extent, but at the end of the day there was no such bonding or relation between the two to carry on with future business smoothly.

Previously business was quite easy as it was mere a one-to-one dealing without any specific process. But with time, due to incoming complexities in communication, it found itself in troubled waters. Emerging of new strategies and technologies in global marketplace and a mammoth degree of competition in business, the approach needed to be changed to proactive rather than reactive.

In the marketing theory, the concept of quality service coupled with customer satisfaction has a long history. Since Cardozo’s (1965) seminal study of customer effort, expectations, and satisfaction. The body of work in this field has expanded greatly, with more than 900 articles focusing on customer satisfaction and dissatisfaction (Perkins, 1991). However, since service quality has been characterized by researchers as an important determinant in successfully attracting repeat business, consistently delivering high quality services must be considered as an essential and crucial strategy element for surviving in today’s highly competitive environment.

Quality improvement has become a vital ingredient in competitiveness strategy, its successful operationalization requires the collection of accurate and actionable information, which is then carefully analysed to allow managers to manipulate key components in order to create the right level of quality for a competitive tourist experience. Industry currently faces three considerable challenges stemming from the following factors: competition from similar category, a system that does not has emphasized service quality, and an unstable environment. Baker’s Lounge is delivering the quality and range of services, activities and experiences necessary to satisfy the customers. The problem remains for the industry to specify service quality, failure to do so can lead to a quality gap or gaps. Furthermore, it is important to understand customers’ attitudes towards the quality of the service provided by them before implementing any service improvement training programs. Any research should aim to explore the importance of customer care in the industry generally, covering the following points in particular: the customers’ expectation and perceptions of the service quality; the gap between the expectations and perceptions; and the impact of training factors determining service quality on overall customer satisfaction.

In assessing consumer opinion to assist in the hospitality industry, the assessment should involve gathering information on service quality and customer satisfaction. In order to do this, a consumer opinion survey must be created, data collection must proceed, and effective methods of assessing and presenting data must be considered.

The outgrowth of strategic approach is a result of some of the following important perspectives:

? The belief that customers are the real assets and not just the people in the audience.
? The maturation of one-to-one transaction advent.
? Extensive use of software and technologies to maintain useful information and no manual labour.
? The realization of the benefits of utilizing information proactively and not reactively.
? The change of business view to relationship approach rather than transactional approach.
? The approach of concentrating more on customer values.
? The approach of focusing on customer satisfaction and loyalty rather than focusing self-satisfaction and profit.
? The acceptance of the fact that using high end technologies and software the cost can radically be decreased without compromising on quality and service of products.
? The increasing tendency to retain existing customers and trying to get more and more business out of them.
? The realization that the traditional trends of marketing and selling are increasingly fading out in the current economic scenario.

These additive approaches helped a lot in building up consequently the modern relationship management. Today we have well defined and sophisticated strategies which are always in process of improvement.

The concept of “customer satisfaction” is different from “perceived service quality”, although some studies have found a significant correlation between the two paradigms, and included similar errors of interpretation (Oh and Park, 1997). Perceived service quality differs from satisfaction in that service quality is the customers’ attitude or global judgment of service superiority over time, while satisfaction is connected with a specific transaction (Bitner, 1990; Bolton &Drew, 1991; Parasuraman et al. 1988). Most of the studies into customer satisfaction in the hospitality literature have focused on identifying service attributes, which are treated as customers’ needs and wants. From a marketing perspective, customer satisfaction is achieved, when their needs and wants are fulfilled. There is a general widespread agreement in the literature that the provision of service quality is concerned with generating customer satisfaction. Gronoos, Parasuraman et al. and Johnston have defined service quality in terms of customer satisfaction, that is, the degree of fit between customers’ expectations and perceptions of service.

Service quality & Satisfaction

Quality improvement has become a viral ingredient in the strategy for making business more competitive. Customer satisfaction has its roots in the global quality revolution. The relationship between service and product quality and overall customer satisfaction has been repeatedly demonstrated.

Satisfaction – Critical Relationship
The first research involving the measurement of customer satisfaction occurred in the early 1980s. Works by Oliver (1980), Churchill and Surprenant (l982), and Bearden and Teel (1983) tended to focus on the operationalization of customer satisfaction and its antecedents.
Customer satisfaction, service quality, and customer expectations represents one of the first attempts to operationalize satisfaction in a theoretical context. Hence it is proposed that, the ratio of perceived performance to customer expectations was key to maintaining satisfied customers. Customer satisfaction became among the most important antecedent that the management needs to achieve while delivering services to customers. Customer satisfaction, leads to various effects and it was known to be an indicator of a company’s future income and profit (Forozia, Zadeh ; Gilani, 2013). In other word, service provider of food industry should put a priority in fulfilling customer’s need as their main objectives. Furthermore, customer satisfaction has become the determinant and predictable aspects of success, therefore, businesses are not able to compete with their rivals without satisfying customers (Forozia et al. 2013). They further asserted that customer satisfaction analysis helps hotel operators to assess their weaknesses and flaws, ergo solving customer’s real needs and wants. In addition, Mohajerani and Miremadi (2012) postulated that customer’s satisfaction will occur when customer’s perception is met or exceeds customer’s expectation. Similarly, Torres and Kline (2014) stated that customer satisfaction is defined as the individual’s perception of a performance of products or services that tailored to his or her expectation. This means that if a hotel is able to fulfilling customer needs, in return they will be satisfied vice versa. Customer satisfaction can be seen as a customer’s perspectives in which his or her needs, wants, and expectations throughout the product or service life cycle have been met or surpassed, bringing about ensuring repurchase and delay unwaveringness (Usta, Berezina & Cobanoglu, 2014). Customer satisfaction is a business belief which leads to the creation of value for customers, anticipating and managing their expectations, demonstrating ability, and responsibility to satisfy their needs (Dominici & Gu zzo, 2010). If the hotel industry can easily understand and satisfy customer needs, they will conceivably make greater profits than those who fail to satisfy them. Dominici and Guzzo (2010) also stated that as the cost of attracting new customers is higher than the cost of retaining the existing ones, therefore, managers must focus on retaining the existing customers by improving policies and procedure in managing customer satisfaction and customer loyalty. Customer satisfaction is the most important criteria in determining the quality of service delivered to customers through the products or services and other supplementary services (Wai & Low, 2005).?

Customer life cycle starts with identification of customer needs, acquisition of customers, development of customers and finally retaining the customers. Above all stages of life cycle the very first and the most important stage is identification of customer needs. This aspect influences the customer right from the time of selection. According to customer expectations, he selects the respective place where he can fulfil his requirements with utmost personalization and customization. To understand certain expectations and services one should not forget the basic characteristics of Hospitality Sector.
The services features include
• Perishability- services are perishable and it cannot be stored for future periods. Services can be stored to some extent for future with the help of tangible goods but not fully.
• Intangibility- services are intangible i.e. they cannot touch or taste. While the physical structure and certain components of the products are tangible.
• Inseparability- the special characteristic of services is production and consumption is inseparable. Services should be consumed when they are produced.
• Variability services can be deliberately varied to meet the specific needs of individual customers.


Customer expectations are beliefs about service delivery that serve as standards or reference points against which performance is judged. Because customers compare their perceptions of performance with these reference points when evaluating service quality, thorough knowledge about customer expectations is critical to services marketers. Knowing what the customer expects is the first and possibly most critical step in delivering good quality service.
Being wrong about what customers want can mean losing a customer’s business when another company hits the target exactly. Being wrong can also mean spending money, time and other resources on things that do not count to the customer. Being wrong can even mean not surviving in a fiercely competitive market. Gundersen et al. (1996) in his research article
“Hotel guest satisfaction among business travellers: What are the important factors? “, emphasizes that the quest for improved quality, hospitality and food industry managers often face two major obstacles viz. they do not know what aspects the guest considers to be important when evaluating the hotel experience, and they do not have reliable and valid instruments for measuring quality perceptions. Gronross (1987) in his article “A service quality model and its marketing implementations’, points that the functional quality is a more important dimension of perceived service than technical quality. Essence of service quality lies in improving the functional quality of a firm’s service by managing the buyer-seller interaction as compared to traditional marketing activities. He emphasized the need for more research on consumer’s view of service quality. Parasuraman, Zenithal and Berry (1985) in their article, “A conceptual model of Service Quality and its implications for Future Research” revealed that it is very important to work with customers to understand their expectations. As research has consistently indicated that one of the major reasons for poor service quality is the gap between managers’ perceptions about the customer’s expectations and actual customer’s expectations. This article stressed why there is gap between management and customers. Su and Allan (2004) have focused on hotel guest comment cards (GCCs) and customer satisfaction management schemes in Taiwan. Content analysis was used to determine the extent to which each hotel’s comment card design corresponded to the identified best practice criteria. Results revealed that no single business analyzed within the survey sample of study meets all identified best practice criteria for their GCCs. Akbaba (2005) has said that the role of service quality in the success of businesses cannot be denied. It is vital for the hotel managers to have a good understanding on what exactly the customers want. Identifying the specific expectations of customers, the dimensions of the service quality, and their relative importance for customers for each specific segment of hotel industry would definitely help managers in the challenge of improving the service quality.

In today’s era of liberalization and globalization, every industry faces increasing competition. Perishable Food industry is no exception. Rather, the presence of so many in the market ensures that the level of competition remains considerably higher than many other service industries. It becomes increasingly difficult to keep one’s market share intact for a long time. Hence, retaining regular customers and attracting new customers are the priorities for the management. Businesses which wants to retain the customers in the long run will have to constantly outperform the competitors when it comes to customer satisfaction. This requires that customer dissatisfaction should be avoided at any cost.

The specific objectives are:
1. To study the factors influencing customers in selection.
2. To analyse the satisfaction level of the customers with the services of star hotels, restaurants and food joints.
3. To examine the co-relation among variables which are used by hotels to attract and retain customers.

One of the significant areas of concern is customer’s satisfaction and expectation lies with the type of services, quality and facilities provided by the star hotels. Generally, customer expectation towards the services, quality and facilities of the stars hotel will be high as compared to any other category of hotel and they include: price charges, brand name of the hotel and facilities in the hotel are high in five-star hotels all these leads to high customer expectations too. Keeping this in view an attempt has been made to study the customer’s expectation towards the type of services, quality and facilities provided by the five-star hotels.?

In order to manage and administrate customers and vendors in an efficient manner for achieving excellence in business. It is primarily entangled with following features –

1. Customer Needs
An organization can never assume what actually a customer needs. Hence, it is extremely important to interview a customer about all the likes and dislikes so that the actual needs can be ascertained and prioritized.

2. Customer Response
Customer response is the reaction by the organization to the queries and activities of the customer. Dealing with these queries intelligently is very important as small misunderstandings could convey unalike perceptions. Success totally depends on the understanding and interpreting these queries and then working out to provide the best solution.

3. Customer Satisfaction
Customer satisfaction is the measure of how the needs and responses are collaborated and delivered to excel customer expectation. In today’s competitive business marketplace, customer satisfaction is an important performance exponent and basic differentiator of business strategies.

4. Customer Loyalty
Customer loyalty is the tendency of the customer to remain in business with a particular supplier and buy the products regularly. This is usually seen when a customer is very much satisfied by the supplier and re-visits the organization for business deals, or when he is tended towards re-buying a particular product or brand over times by that supplier

5. Customer Retention
Customer retention is a strategic process to keep or retain the existing customers and not letting them to diverge or defect to other suppliers or organization for business. Usually a loyal customer is tended towards sticking to a particular brand or product as far as his basic needs continue to be properly fulfilled. He does not opt for taking a risk in going for a new product.

6. Customer Complaints
Always, there exists a challenge for suppliers to deal with complaints raised by customers. Normally raising a complaint indicates the act of dissatisfaction of the customer. There can be several reasons for a customer to launch a complaint. A genuine reason can also exist due to which the customer is dissatisfied but sometimes complaints are launched due to some sort of misunderstanding in analysing and interpreting the conditions of the deal provided by the supplier regarding any product or service

7. Customer Service
In an organization Customer Service is the process of delivering information and services regarding all the products and brands. Customer satisfaction depends on quality of service provided to him by the supplier.
Building relationship with customers in current market trends is the most important aspect that an organization should focus on. Distinction and eminence are now most sustainable and affirm for which developing good relationship with customers is must. Some of the substantial outcomes of building a quality relationship is explained below by which need of relationship with customer are insight:

1. Better Customer perceptiveness
As the customer lengthens to deal with a supplier, the supplier tends to explicate a better insight of customer’s needs and expectations. By this a high level of relationship can be developed between them.

2. Lead to Customer Satisfaction
Customer satisfaction is the measure of how the needs and responses are collaborated and delivered to excel customer expectation. It can only be attained if the customer has an overall good relationship with the supplier.

3. Lead to Customer Loyalty
Customer loyalty is the tendency of the customer to remain in business with a particular supplier and buy the products regularly. This is usually seen when a customer is very much satisfied by the supplier and re-visits the organization for business deals, or when he is tended towards re-buying a particular product or brand over times by that supplier.

4. Lead to Customer Retention
Customer retention is a strategic process to keep or retain the existing customers and not letting them to diverge or defect to other suppliers or organization for business and this only possible when there is a quality relationship between customer and supplier. Usually a loyal customer is tended towards sticking to a particular brand or product as far as his basic needs continue to be properly fulfilled. He does not opt for taking a risk in going for a new product.

5. Chances of getting referrals
It is always a cost-free advocacy by customers to provide referrals to supplier when they feel satisfied and encouraged and when they have a healthy relationship with customers. These referrals or customer’s reference of other customers acts like a piece of cake for suppliers as there is no cost and struggle involved in this.

6. Growth in revenue
When suppliers have healthy relationship with customers the revenue of the organization always increases as customers tend to buy more and more. There is possibility that a satisfied customer seeks to buy special category of related products apart from the regular ones from that particular supplier.

The industry today is competitive: Though the overall market is growing, hotels face competition not only from traditional brands, but also from boutique hotels, new upstarts, and online intermediaries. Compounding this trend, today’s customers rely less on their direct relationships with brands. Instead, tech-savvy customers research their trips ahead of time, prefer to book online, and often consult friends and online reviews. So, it comes as no surprise that less than half of guests consider themselves loyal to a particular hotel brand.

How to increase loyalty? In today’s climate, need to deliver more than just the basics of a comfortable infrastructure. Instead, they need to learn how to harness customer data and insights to elevate the customer experience. Years of research has shown that improving the customer experience is one of the most effective ways to build retention, stimulate enrichment, and generate advocacy that drives revenue. In fact, a small improvement in the overall customer experience can translate into significant revenue gains.

In the age of the customer, the relationships you have with your customers are the greatest source of competitive differentiation. And in order to strengthen those relationships and build loyalty, deliver guest experiences that meet or exceed expectations. That’s because traditional sources of customer loyalty and brand value no longer apply. Our survey found out that frequent customers are more loyal.

“A study of Customer Expectation, Experience ; Satisfaction in food industry (With special reference to Baker’s Lounge”

1. Name: …………………………………………………….
2. Age: (a) Up to 20 years (b) 21-30 years (c) 31-40 years (d) 41-50 years (e) Above 50 years
3. Gender: (a) Male (b) Female
4. Educational Qualification: (a) Up to SSLC (b) HSC (c) Graduation (d) Post-Graduation (e) others specify………………
5. Occupation: (a) Salaried (b) Self- Employed (c) Professional (d) Student (e) others specify…………………….
6. Your Status: (a) Single (b) Married
7. Annual Income: (a) Below I Lakh (b) 1 – 2 Lakhs (c) 2 – 3 Lakhs (d) Above 3 Lakhs
Study Related Questions:
1. How often you take food in the Hotel: (a) Once in a week (b) Twice in a week (c) Once in 2 weeks (d) Once in a Month (e) Rarely
2. Why do you prefer outside food: (a) Tasty Food (b) Bachelor (c) Student (d) Party (e) Others specify……………………..
3. How you came to know about Baker’s Lounge: (a) Radio (b) Television (c) News Paper (d) Publicity (e) Word of Mouth (f) Friends (g) Relatives (h) Others Specify…………………………….
4. Who influenced you to visit the Baker’s Lounge? (a) Spouse (b) Family (c) Friends (d) Colleagues (e) Others Specify…………………………….
5. Your visit is generally with: (a) Spouse (b) Family (c) Friends (d) Colleagues (e) Others Specify…………………………….
6. How many times you visit Baker’s Lounge in a month: (a) Once (b) Twice (c) More than Twice
7. Whether the items mentioned in the menu is available: (a) Yes (b) No
8. Are you aware of the branches of Baker’s Lounge: (a) Yes (b) No
9. Your frequent visit to the hotel is at: (a) Morning (b) Afternoon (c) Evening (d) Night (e) No fixed Time
10. Which is your favourite item? (a) Desi food (b) Continental (c) Chinese (d) Bakery & confectionary items (e) Others Specify………………
11. Which is your favourite Mid-Day Food Item? (a) Meals (b) Sizzlers (c) Wraps (d) Pizzas (e) Others Specify……………….
12.Which is your favourite Branch? (a) Osmanpura (b) Cidco (c) Nirala Bazaar (d) Prozone Mall (e) Ulkanagari
13. Your visit is: (a) Mostly Planned (b) Mostly Spontaneous
14. Do you ask for the menu card: (a) Yes (b) No
15. Do you have a habit of noticing “Today’s Special” at the entrance? (a) Yes (b) No
16. Your opinion towards parking facility: (a) Highly Satisfied (b) Satisfied (c) Moderate (d) Dissatisfied (e) Highly Dissatisfied
17. Your opinion towards drive Inn facility: (a) Highly Satisfied (b) Satisfied (c) Moderate (d) Dissatisfied (e) Highly Dissatisfied
18. Your opinion towards the amenities of the hotel: (a) Highly Satisfied (b) Satisfied (c) Moderate (d) Dissatisfied (e) Highly Dissatisfied
19. Do you prefer to use AC Halls? (a) Yes (b) No
20. You normally buy cakes and pastries during: (a) Festivals (b) Party (c) Visiting Friend’s (d) On arrival of Relative’s
21. Do you buy both sweets and Savouries? (a) Yes (b) No
22. How much time do you wait to get a place to sit? (a) Less than 3Mins (b) 3 – 5 Mins (c) 5 – 7Mins (d) 7 – 10 Mins (e) More than 10 Mins
23. How long do you wait for the orders to be taken? (a) Less than 3Mins (b) 3 – 5 Mins (c) 5 – 7Mins (d) 7 – 10 Mins (e) More than 10 Mins
24. How long you wait to get the ordered items? (a) Less than 3Mins (b) 3 – 5 Mins (c) 5 – 7Mins (d) 7 – 10 Mins (e) More than 10 Mins
26. How much you spend in the hotel on an Average per visit: (a) Less than Rs 100 (b) Rs100 – 200 (c) Rs 200 – 300 (d) Rs 300 – 500 (e) More than Rs 500
27. Do you provide tips to the server? (a) Yes (b) No
28. If yes, How Much do you pay: (a) Less than Rs 2 (b) Rs 2 – 5 (c) Rs 5 – 10 (d) Rs 10 – 20 (e) More than Rs 20
29. Do you order for parcel while you dine? (a) Yes (b) No
30. Your opinion towards Quality of SASG compared to other Hotels: (a) Highly Satisfied (b) Satisfied (c) Moderate (d) Dissatisfied (e) Highly Dissatisfied
31. Your opinion towards Availability of Varieties of Baker’s Lounge compared to other: (a) Highly Satisfied (b) Satisfied (c) Moderate (d) Dissatisfied (e) Highly Dissatisfied
32. Your opinion towards Quantity offered by Baker’s Lounge compared to other Hotels: (a) Highly Satisfied (b) Satisfied (c) Moderate (d) Dissatisfied (e) Highly Dissatisfied
33. Your opinion towards Neatness and Cleanliness compared to others: (a) Highly Satisfied (b) Satisfied (c) Moderate (d) Dissatisfied (e) Highly Dissatisfied
34. Your opinion towards Taste of Baker’s Lounge compared to others: (a) Highly Satisfied (b) Satisfied (c) Moderate (d) Dissatisfied (e) Highly Dissatisfied
35. Your opinion towards Price of Baker’s Lounge compared to other Hotels: (a) Highly Reasonable (b) Reasonable (c) Moderate (d) Non Reasonable (e) Highly Non Reasonable
36. Your opinion towards Interior decoration compared to other: (a) Highly Satisfied (b) Satisfied (c) Moderate (d) Dissatisfied (e) Highly Dissatisfied
37. Your opinion towards Services of Baker’s Lounge compared to other Hotels: (a) Highly Satisfied (b) Satisfied (c) Moderate (d) Dissatisfied (e) Highly Dissatisfied
38. Your opinion towards Locations of Baker’s Lounge compared to other Hotels: (a) Highly Satisfied (b) Satisfied (c) Moderate (d) Dissatisfied (e) Highly Dissatisfied
39. Do you like to visit again? (a) Yes (b) No
40.Will you recommend others to visit us? (a) Yes (b) No
41. What suggestions would you like to give?

Implementation of following strategies provides various benefits. These benefits are classified into three aspects –

1. Marketing
2. Customer Support
3. Sales

1. Marketing
? Identify and target customers
? Manage marketing campaigns with clear goals and quantifiable objectives
? Create and manage solid sales leads for field representatives
? Increase in marketing and cross selling opportunities
? Increase returns on marketing investment through accurate targeting and one-to-one marketing
? Improved product development process with knowledge gained directly from customer interaction
2. Customer Support
? Strengthen shared relationships with individualized customer-care
? Improve call centre efficiency and help desk support through automated system
? Less mistake in customer billing
? Minimize shifting between the products
? Decrease support and service costs while increasing customer satisfaction by extending web based support functionality directly to customer
? Centralize all customer contact from sales, support, field service and marketing to deliver excellent customer service
? Provide option of self service to customer over the company’s website.
3. Sales
? Improve speed of communication and sales process
? Increase sales efficiency through wireless and internet based order entry
? Improve entire sales force by capturing, distributing the success and expertise of highest performers
? Increase revenue per visit by focusing on growing best customers
? Repetitive sales to existing customers due to customer satisfaction
Identification of potential customers
Service industry always has new entrants in it. With the help of CRM Software Company can identify potential aspirants which can be converted into customers.

1. Increase Profitability
Effective customer segmentation is only possible through a multidimensional customer view. Research shows that companies can increase profitability by 100 percent if they can just retain 5 percent more of their profitable customers per year.

2. Decrease Operating Costs
It helps services industry reduce its non-revenue generating activities by enabling agents to access customer information over the web via a browser. Furthermore, cost centres can be turned into revenue centres.

3. Increased Customer Loyalty
More number of customers expects to access and update account information online. Internet self-service reduces support costs by reducing call centre volume. It can improve the customer experience by providing ready access to relevant information. When designed correctly it can also lead to effective cross selling and increased customer intelligence. For example, customers expect to see a view of all of their account information, which requires the financial institution to provide a multi-dimensional view.

4. Improved Customer Satisfaction
Customers expect that conservation be referenced against all previous contacts and channels, whether through phone or fax or a web-based interaction. A customer should be able to initiate contact with the organization through one channel, such as the internet, and then complete the interaction through another like the call centre, with seamless transfer of information between the different underlying technologies.

5. Other Benefits
? It also helps in stipulating data regarding history and preferences of investors. It also provides an excellent view of customer relationships which will help to encourage customers and improve financial productivity.
? To assume a problem solving preventive approach
? To give excellent post selling service, using customer integrated information
? To define new selling procedures and processes
? To push up sales with existing class of loyal customers
? To increase turnover with existing customers
? To increase customers loyal modern values
? To design product as per specifications of the customers that can be obtained through feedback

Cost Benefit Analysis of Implementing strategies:

1. Implementation Costs
Basically, implementation of CRM includes Cost of software licensing, maintenance of support contracts – operating system, hardware purchases, maintenance of servers, storage and network upgrades, software integration and customization, designing, development, test and ongoing maintenance, planning and requirements meetings, user training and learning time and process change management.

2. Tangible and Intangible Benefits
CRM benefits typically include increases in staff productivity, cost avoidance, increase revenue and margin, reduced inventory through the elimination of errors. Benefits could be divided into tangible and intangible benefits.

a. Tangible Net Benefits
A clear and precise cost-benefit analysis which tallies all of the planted project costs quantifies each of the tangible benefits and calculates key financial performance metrics such as ROI, NPV and payback period.
b. Intangible Benefits
A total of the expected intangible benefits should include key performance indicators (KPI) that will be used to measure success or shortfalls of CRM project. These are a handful of areas of improvement that should be considered.
3. Risk Assessment
Risk assessment is also essential for CRM project success, because evaluating the risks of people, process and technology can proactively mitigate their probability and manage their impact on project success.


“Baker’s Lounge Pvt. Ltd.”

“Pamper your taste buds.”
Founded: In 2006 and Registered as Pvt Ltd Co. in 2014 by Mrs. Jayshree Malani
Corporate Office: Aurangabad, Maharashtra, India
Employees: 170 Approx.
Overall Turnover: 5.25 Crores


Passion, Integrity, Relationship, Innovation, and Trustworthiness


Spread across Aurangabad with 6 outlets and 1 outlet in Nashik Exclusive place having a cake boutique, bakery and fine restaurant all together. Uniformity in design and aesthetics of all locations. All set to launch breads, toasts, cupcakes etc at a very large scale.

SWOT Analysis is a useful technique for understanding your Strengths and Weaknesses, and for identifying both the Opportunities open to you and the Threats you face.
1. Aesthetic interiors and world class products.
2. All world class facilities.
1. Brand name has lesser adverting and reach.
2. No non-veg allowed.
1. Aggressive marketing in nearby areas can help them to meet growing demand also in tier-1 cities.
2. Focus highly on VEG people i.e. Jain, Marwari’s and Gujarathis.
3. Come up with new products and extending product line.
1. Small players with very low cost.
2. Fluctuating government policies.


Quality improvement has become a vital ingredient in destination competitiveness strategy, its successful operationalization requires the collection of accurate and actionable information, which is then carefully analysed to allow managers to manipulate key components in order to create the right level of quality for a competitive experience. There are three considerable challenges stemming from the following factors: competition from similar resorts; an economic system that has not traditionally emphasized service quality, and an unstable political environment (war, terrorism).
“The industry is in a much stronger position to absorb any downturn than during the last recession”. On the contrary, some hoteliers claimed: “occupancy rates are not expected to increase despite a high number of customers, due to the increased hotel capacity. The problem remains for the hoteliers to specify service quality, failure to do so can lead to a quality gap or gaps. Furthermore, it is important to understand customers attitudes towards the quality of the service provided by hotels before implementing any service improvement training programs. Any research should aim to explore the importance of customer care in the hospitality industry generally, covering the following points in particular: the customers’ expectation and perceptions of the service quality; the gap between the expectations and perceptions; and the impact of training factors determining service quality on overall customer satisfaction. The study involves the collection of consumer opinion data that might be helpful to the whole hospitality for improving the quality of service, which delivers or achieves customer’s satisfaction.
Data collected through experts’ interview, questionnaires and weblog analysis Kim et al., (2003). Findings illustrates that, the factor which is very important to increasing customer satisfaction, customer loyalty and benefits of the firm is measurement of the performance as all the vagueness and implicit problems are exist in the top level strategic managements would be cleared, the single and explicit language would be provided in for accurate communication in the organization the speed of the change would be accelerated and facilitated.
According to the results of a study of the CRM-implementation at 100 firms who are active in different area of industry such as: manufacturing, communication, financial and so on, Bohlinget al. (2006) develop a number criterion to implement CRM successfully which are divided to three main groups:
• Project focused
• Internally oriented metrics, employees’ adoption
• Externally oriented metrics, customer satisfaction and loyalty

According to the findings, the most important externally oriented criteria are as follows: Sang
Long., Khalafinezhad. 2012
a) verified customer influence in terms of loyalty and satisfaction and
b) measureable revenue development and the rest of the criteria are including:
c) enhanced information and perception
d) measurable cost drop
e) enhanced employee efficiency
f) practice by employees
g) compliance to particulars
Wang and Lo (2004) found that CRM model is based on two perspectives. The first one, measures the factors related to customer behaviour such as: repurchasing, cross and up selling and customer acquisition rate, and the second one measures the relationship quality, such as customer satisfaction and customer loyalty (Wang and Lo, 2004). Data were collected from 400 randomly selected customers of two security china’s company. According to the emphasizing customer equity-base view, findings explores that emotional and functional behaviour of customers has positive impact on customer satisfaction and customer satisfaction has positive effect on customer behaviour based CRM. Finally, the result of this study shows that customer behaviour based CRM have a positive effect on customer and brand loyalty (Wang and Lo, 2004). This model proposed based on performance of marketing and economic. The measures proposed as follows Izquierdo et al. (2005):
• The position of Market
• Customer Loyalty
• Customer insight
• Economic and market performance
The findings suggest that the CRM implementation including attraction activities such as service quality and commercial practices and loyalty programs such as bonus, contact, satisfaction and complaints result in appropriate perception of customers leading to increasing customer loyalty; therefore, economic performance of the firm would be increased.
As Feinberg and Kadam (2002) indicated, transferring to online business rather than traditional way of business is necessary nowadays. So, in this way, implementing the internet provide an opportunity for business to use it as a tool for customer relationship management.
However, there are a lot of evidences shows CRM affects customer satisfaction, profits and customer loyalty but there should be more research about the significant influence of CRM on customer satisfaction and loyalty. So, in this regard, the relationship between CRM and customer satisfaction and loyalty is attempted to uncover. According to the finding of the research there are 42 different e-CRM features that retailers differ from.

According to the Brown and Gulycz (2002), if an organization willing to make a stable relationship with its customers, there are different ways to have an interaction with them including interaction along touch points and distribution channels. As some scholars indicate that, the main purpose is to find out how and when the customers would like to interact with the organization (Prahalad and Ramaswamy, 2001). The interaction activities should be well customized and organized through the available tough points. The touch points provided in relation to the customers’ profiles developed by data gathered from the former records of the customers. In fact, as Peppers and Rogers (1997) indicated, the touch points must use for distribution of different products and services and make a communication with the customers. interaction management is implemented by a few methods such as:
a) Getting customers’ feedback.
b) Provide variety of entertainment and promotion to the customers.
c) Increase the interaction with customers by attractive ways such as using social network like Facebook.
d) Record the customer purchasing trend to evaluate their bonuses and vouchers entitlement.

According to the Ford (1980), the study of relationship development primarily involves research into structures and processing the dyadic relationship between customer and supplier. Hakansson and Snehota (1995) argue that the relationship development process concerns an interaction where connections have been developed between two parties and relationship structure includes 3 layers including activity link, resources and actor bonds those could be used to characterize the nature of relationship between customers and organization.
According to the works of Hanley (2008), Lindgreen et al. (2006), Navarro et al. (2004), relationship development is implemented by a few methods such as:
a) Inform customers about promotions, discounts and other facilities of the organizations.
b) Encourage customers to purchase more by showing appreaciation.
c) To convince customers that their feedback is taken seriously.

According to Gee et al (2008) in an attempt to understand the factors that induce customer satisfaction, the concept of service quality is increasingly common in the literature. Studies show that service quality has a positive effect on satisfaction that consumer satisfaction has a significant effect on customer loyalty, and then the profitability of firms. According to the works of Hanley (2008), the quality of services could be implemented by a few methods such as:
a) Meeting customer expectation of good service level and having many varieties of products.
b) Provide good quality products with reasonable price.
c) To handle the customer complains about the products and services tactfully.


An employee that confirms the employee’s organization behaviour is therefore likely to strengthen the connection between the consumer and the firm. A reverse pattern of effects is to be expected when the employee disconfirms the organization personality through its’ employees’ behaviour. In these cases, a consumer may think that the organization actually does not deliver the symbolic benefits that s/he had expected for and may evaluate the organization in a more negative choice as a result. In sum, under circumstances such as the ones described an employee will probably exert a strong Sang Long., the behaviour of the employees could be implemented by a few methods such as:

a) Increase the speed of employees’ response to the customer.
b) Ensure employees are friendly and respectful to customer.
c) Employees to show care and concern to the customers.

The main problem of the study is that the company faces the difficulties of maintaining relationships with their customers. The other problems are to determine the reason for the slow growth in sales and brand equity, to check whether their customers are satisfied or not, to find out the situation, quality and performance. Questionnaire is determined to indicate the satisfaction level of existing members and needs of potential members. It throws light on strength of the company and whether the trend over the years is favourable or not. In this study, questions are used for product analysis.

The preparation of the report included extensive study of the organization and market research, which was the primary source of the report. I have collected information from existing members of club and potential prospects by preparing questionnaire.
Descriptive research design:
Descriptive research design is a scientific method which involves observing and describing the behaviour of a subject without influencing it in any way. The importance of descriptive research is:
? To describe characteristics of a population or a phenomenon.
? To determine the answers to who, what, when, where and how questions.
? To analyse the segment and target markets.

Research Design Descriptive research
Research Method Survey method
Research Instrument Structured questionnaire
Sample size 100
Sample area Baker’s Lounge walk-in customers
Sampling method Non-Probability/Convenience Sampling

Sampling Design: Sample denotes only a part of the universe/population. The sample represents the population and is having the same characterizing as the population.
Sampling method: This type of sampling technique gives no assurance that every element has some specific change of being included. It is clear that for the non-probability samples, there is no way of calculating the margin of error and the confidence level.
Data collection design: A marketing researcher has to make a plan for collecting data which may be primary data, secondary data or both.
Primary data: The primary data was obtained by administering survey method, guided by questionnaire to the existing members and potential members. The following type of questions, were asked in the questionnaire
1. Multiple choice questions.
Questionnaire: The best way to collect data is to personally administer the questionnaires. The advantage of this method is, the data can be collected from the respondent within short period of time. Any doubts that the respondent might have on any questions could be clarified on the spot.


Table 8.1

Male 69
Female 31

Graph 8.1

From the graph, the majority of customers were male. From Total 100, 69 were male & 31 were female.?

Table 8.2

Students 37
Professional 26
Business 13
Housewife 14
Others 10

Graph 8.2

From the graph, college students were more in numbers as compared other occupational people.
They were come to celebrate birthday parties, small events at Baker’s Lounge.

Table 8.3

Highly Satisfied 29
Satisfied 47
Moderate 12
Dissatisfied 8
Highly Dissatisfied 4

Graph 8.3

From the graph, we can see that 76 % were rated quality of service as satisfied. 12% people were OK with the service provided. Only 12% were not satisfied by the service quality.

Table 8.4

Twice a week 13
Once a week 37
Twice a Month 22
Once a month 9
Rare 19

Graph 8.4

From the graph, near about 81% customers visit at least once in a month to Baker’s Lounge. It is clearly because of higher number of satisfied people with service quality.

Table 8.5

Highly Satisfied 38
Satisfied 35
Moderate 17
Dissatisfied 7
Highly Dissatisfied 3

Graph 8.5

10% people were not satisfied because of taste of food. 17% were said that taste is OK. 73% people were really satisfied and happy with food taste.

Table 8.6

Highly Satisfied 19
Satisfied 31
Moderate 30
Dissatisfied 13
Highly Dissatisfied 7

Graph 8.6

50% people were happy with quantity offered by Baker’s Lounge. But 50% people said it was OK or not satisfied with quantity.


Table 8.7

Highly Satisfied 19
Satisfied 40
Moderate 21
Dissatisfied 11
Highly Dissatisfied 9

Graph 8.7

From the graph, 59% people were satisfied with the variety of food. 21% were rated it as moderate.
20% were not satisfied with variety of food available.


Table 8.8

Desi Food 32
Chinese 27
Continental 13
Bakery Products 28

Graph 8.8

The most preferred food type at Baker’s Lounge was Desi Food, then Bakery products after that Chinese food and at last Continental.

Table 8.9

Highly Satisfied 25
Satisfied 39
Moderate 20
Dissatisfied 10
Highly Dissatisfied 6

Graph 8.9

16% people were not happy with the Baker’s Lounge overall performance. 20% said it was moderate. 64% are happy and satisfied with overall performance.

Table 8.10

Yes 55
No 45

Graph 8.10

55% people said that Yes, price matters for them, it’s one of the important factor while 45% people said that price is not a concern, only service quality matters for them.


Table 8.11

Yes 61
No 39

Graph 8.11

Majority of people, 61%, were in favour that, yes availability of non-veg matters to them. 39% were OK with only Veg Menu. Availability of Nonveg was not necessary to them.

Table 8.12

Yes 91
No 9

Graph 8.12

From graph, it can clearly interpret that almost everyone cares about extra facilities provide by the restaurants. In a survey, 91 % people said yes that extra facilities matter to them, only 9% said no.

Table 8.13

Yes 79
No 21

Graph 8.13

From the survey, 79% people were happy with Baker’s services and food. They would like to recommend Baker’s Lounge to their family, friends, etc. 21 % were not so happy.

? Majority of People are happy about Quality of Service, only 12% rated it as below moderate.

? Satisfaction in services reflects in the frequency of customer visits. 81% of people visit Baker’s Lounge at least once in a month. From this 81%, 22% visits twice in a month, 37% twice in a week, 13% are twice in a week.

? Only 10% people are dissatisfied by taste of food. Other 90% consider it as tasty food restaurant.

? There are 50-50 customers regarding the quantity offered by restaurant.

? 20% people think that more variety should be offer in food by Baker’s Lounge.

? People love desi food at Baker’s Lounge. Bakery product & Chinese product are also on people’s choice list. Continental food is not so much popular among customers.

? Satisfaction level is good, only 16% people are not satisfied by Baker’s Lounge.

? There is no significance difference between people who said that price matters and people who said it doesn’t matter. Still majority is with price matters.

? 61% people has opinion that availability of non-veg food matters. Especially when group of customers mixed with both vegetarian & non-vegetarian people.

? 91% people think about extra facilities while taking decisions about restaurants.

? 79% of people will be happy to recommend to their friends, family, colleagues, etc.

? College students are major part of current customer base.

? Membership for frequent members

? Discount to customer on their birthdays.

? Special discounts to college students to retain them in long run.

? Addition of new variety food products

? New flavours for bread especially for kids (nutri chocolate bread)

? Check for room to increase quantity in servings or try to add some complimentary dish with main dishes or add combos in the menu

? Aggressive marketing should be done in societies, nearby locations.

? Some social work & sponsorship to social events must be done by the company to grab attention and create a good faith.

? Tie-up with local caterers, canteen suppliers etc. for business prepositions.

? Concentrate on getting references from existing customers for more sales.

? Focus on overall customer satisfaction to increase in word of mouth.


This project focuses on the Customer relationship management which plays a crucial role in the sales and marketing of the company. The analysis of the project reveals that there is high potential in extending members of the club with the help of existing customers.
The analysis also further reveals that there is great scope in increasing the sales volume and in managing better collection.
The suggestions offered clearly indicated the efforts to be undertaken in better Customer relationship management and increasing the turnover.
If these suggestions are taken note of by company, then definitely the company can very well manage the Customer relationship position with better collection through increased sales.

? Limited Sample Size: For the purpose of study, sample size was selected. It is a representative of population but may not provide accurate results.

? Prevalent Biases in The Respondents Replies: Respondents’ replies might be biased and so it would affect the accuracy of results.

Looking forward what the company should do for future growth:
? Focus on Customer Service.

? Start Concepts like Food on Wheels, Food Truck representing Baker’s Lounge & promotion through them.

? Promote Discount & Special Offers.

? Decoration according to festivals, special occasions.

? Training to employees on etiquettes at work place & how to behave with customers.

? Internet users increasing so promotion through Digital Marketing.

? Create Pages on social media platforms, promotion through food bloggers, etc.


Bowen, J. T. & Chen, S. L. (2001). The Relationship between Customer Loyalty and Customer Satisfaction, International Journal of Contemporary Hospitality Management, pp. 213-217.
Coulter, K.S. and Coulter, R.A. (2002), “Determinants of trust in a service provider: the moderating role of length of relationship”, Journal of Service Marketing, Vol. 16, pp. 35-50.
Dyche, J. (2002). The CRM handbook, Addison-Wesley, 2nd printing.
Payne, A., &Frow, P. (2006). Customer From strategy to implementation. Journal of Marketing Management, 22(1,2), 135-168.
Prahalad, C. K. &Ramaswamy V. (2001).Co-opting customer competence. Harvard business review on customer relationship management (pp. 14– 25). Boston, Massachusetts’ Harvard Business School Press. mer%20Relationship%20Management/

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