A

Dissertation Report
on

Customer Satisfaction in Rudra

Continental
“FOR PARTIAL FULFILLMENT OF DEGREE
MASTER OF

BUSINESS ADMINISTRATION”
(2010-11)

SUBMITTED TO: SUBMITTED BY:

Mrs. POOJA BAJPAI VIMALJEET KAUR

Faculty of MBA 4th SEM

DEPARTMENT OF MANAGEMENT STUDIES ROLL NO-09290500068

Saraswati Institute of Management and Technology

Saraswati Group of Institute (simt) Gadrapur Road

 Rudrapur (Uttrakhand)

ACKNOWLEDGEMENT

At the very outset, I am highly indebted to the all powerful ALMIGHTY GOD for all
the blessings he showered on me and for being with me throughout the study.

I would like to express my sincere thanks to MRS. POOJA BAJPAI MY PROJECT

GUIDE AND who provided me an opportunity to do this project in her guidance
and for giving he valuable time and exemplary guidance during my dissertation report
, without her constant encouragement it would have been impossible to test my
theoretical knowledge.

I extend my gratitude to the entire staff of Rudra continental for their diligently
attention, cooperation, precious advice, a very congenial environment and sophisticate
facilities during the project time.

I would also express my profound sense of gratitude to all lecturers of SARASWATI

INSTITUTE OF MANAGEMENT AND TECHNOLOGY for giving immense
inspiration throughout my M.B.A course, whose teaching not only acted merely as
drop of ink rather it has acted as a stone upon which the dissertation is based.
 VIMALJEET
KAUR

PERFACE

In this report I have study the customer satisfaction level in Rudra continental in
Rudrapur. It is a memorable event while undergoing in “Rudra continental” I learnt
handful knowledge while undergoing dissertation report. I got an opportunity to have
an exposure of practical side of theoretical concept that we studied during our
academic session.

When we talk about customer service and/or satisfaction, we talk about creativity.
Creativity allows us to handle or diffuse problems at hand or later on in the process of
conducting the everyday business. We talk about how, or rather what, does the
organization have to do to gain not only the sale but also the loyalty of the customer.
We want to know the payoff of the transaction both in the short and long term. We
want to know what our customers want. We want to know if our customers are
satisfied. Satisfaction, of course, means that what we delivered to a customer met the
customer’s approval. We want to know if customers are delighted and willing to come
back, and so on.
STUDENTS DECLARATION
The dissertation report has been undertaken as a partial fulfillment of the
requirement for the award of the degree of master of business administration of
Uttarakhand technical university.

The project was executed during the MBA 4th SEM. under the supervision of MRS.
POOJA BAJPAI.

Further, I declare that this dissertation report is my original work & the findings are
for academic purpose only.

This report has not been presented in any seminars or submitted elsewhere for the
award of any degree or diploma.

Supervisor sign student sign

Mrs. Pooja bajpai Vimaljeet kaur

HOD
MRS. POOJA JOHRI

Contents

Chapter 1 –
Introduction, Objective, Research methodology,
Limitations, Scope of study.

Chapter 2-
Industry profile/ Company profile

Chapter 3-
Customer satisfaction

Chapter 4-
Data analysis and interpretation/ SWOT analysis

Chapter 5 –
findings, Recommendation & Suggestion, Conclusion,
Bibliography, Annexure.

INTRODUCTIO
N
Customer Satisfaction:
Customer satisfaction is an ambiguous and abstract concept and the actual
manifestation of the state of satisfaction will vary from person to person and
product/service to product/service. The state of satisfaction depends on a number of
both psychological and physical variables which correlate with satisfaction behaviors
such as return and recommend rate. The level of satisfaction can also vary depending
on other options the customer may have and other products against which the
customer can compare the organization's products.

Customer satisfaction, a term frequently used in marketing, is a measure of how

products and services supplied by a company meet or surpass customer expectation.
Customer satisfaction is defined as "the number of customers, or percentage of total
customers, whose reported experience with a firm, its products, or its services
(ratings) exceeds specified satisfaction goals.

It 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 representive 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.
 OBJECTIVE OF REPORT

Primary objective

To get the knowledge about customer satisfaction and effect of consumer behavior on
Rudra Continental.

- To enhance the knowledge towards customer satisfaction

- To know the hotel industry or hospitality area.

Secondary objective
1 - To understand the customer satisfaction level in Rudrapur.

2- To understand customer services in Rudra continental in Rudrapur.

3- To understand the customer buying power.

4- To understand customer perception towards services.

5- To know what type of services customer want in future.

6- To know what type of techniques use to satisfy customer.

Research methodology

A research methodology defines what the activity of research is, how to proceed,
how to measure progress, and what constitutes success. The way in which the data
are collected for the research project is called research methodology.

Primary data are those which are collected afresh and for the first time, and
happen to be original in characters. (Observation, interview, questionnaire,
schedules)

Secondary data on the other hand are those which have already been collected by
someone else and which have already been passed through the statistical process.
(articles, books, magazine, old project reports)
Research designs are concerned with turning the research question into a testing
project. The best design depends on your research questions. Every design has its
positive and negative sides.

Research design can be divided into fixed and flexible research designs (Robson,
1993). Others have referred to this distinction with ‘quantitative research designs’ and
‘qualitative research designs’. However, fixed designs need not be quantitative, and
flexible design need not be qualitative. In fixed designs the design of the study is fixed
before the main stage of data collection takes place. Fixed designs are normally
theory-driven; otherwise it’s impossible to know in advance which variables need to be
controlled and measured. Often these variables are quantitative. Flexible designs allow
for more freedom during the data collection. One reason for using a flexible research
design can be that the variable of interest is not quantitatively measurable, such as
culture. In other cases, theory might not be available before one starts the research.

The research methodology followed for customer satisfaction is as follows:

• Direct communication with customer of Rudra continental to get detail
regarding the satisfaction or services.
• A questionnaire prepared for the 100 employees regarding the welfare
measures.
• Question designed were multiple choices and close ended nature and
services improvement suggestion in end of questionnaire.

Source of data

Primary data- These are collected by asking questions to the customers

through questionnaire with multichotomous type.

Secondary data- Sources of information are attained indirectly. Such data

are attained generally published and unpublished documents and the
 records available in Rudra continental like feedback forms and consumer
articles in newspapers.

Sample size
The sample size is 100. The number of people is 100. Who were questioned
regarding the customer satisfaction in Rudra Continental.

Limitations of study

• I try my best to collect the data but some problem or hurdles always faced my
researchers and the main problem as follows:
• Limited resources of information.
 • I have completed the research in limited time. In spite of the difficulties if the
time is short it is quite possible that one cannot collect the sufficient data and
have to depend upon other source of data.
• Some of the respondent was not honest and genuine in their approach.
• Some of the customers were not interested in filling the questionnaire.
• Small area of search if comparatively studies than exactly know what customer
need.

Scope of study

Customer satisfaction survey provides the information needed to improve

levels satisfaction and know what type of services consumer needed. With the
help of this survey organizations can identify the root causes of dissatisfaction
issues and create solutions for improvements with an accurate.

The study provides a framework which supports a business case for

hospitality and other reader of this study to argue why customer should be
viewed as king.
INDUSTRY
PROFILE
HOSPITALITY INDUSTRY – AN
OVERVIEW
Hospitality is all about offering warmth to someone who looks for help at a strange or
unfriendly place. It refers to the process of receiving and entertaining a guest with
goodwill. Hospitality in the commercial context refers to the activity of hotels,
restaurants, catering, inn, resorts or clubs who make a vocation of treating tourists.
Helped With unique efforts by government and all other stakeholders, including hotel
owners, resort managers, tour and travel operators and employees who work in the
sector, Indian hospitality industry has gained a level of acceptance world over. It has
yet to go miles for recognition as a world leader of hospitality. Many take Indian
hospitality service not for its quality of service but India being a cheap destination for
leisure tourism.

With unlimited tourism and untapped business prospects, in the coming years Indian
hospitality is seeing green pastures of growth. Availability of qualified human
resources and untapped geographical resources give great prospects to the hospitality
industry. The number of tourists coming to India is growing year after year. Likewise,
internal tourism is another area with great potentials.

The hospitality industry is a 3.5 trillion dollar service sector within the global
economy. It is an umbrella term for a broad variety of service industries including, but
not limited to, hotels, food service, casinos, and tourism. The hospitality industry is
very diverse and global. The industry is cyclical; dictated by the fluctuations that
occur with an economy every year. Today hospitality sector is one of the fastest
growing sectors in India. It is expected to grow at the rate of 8% between 2007 and
2016. Many international hotels including Sheraton, Hyatt, Radisson, Meridian, Four
Seasons Regent, and Marriott International are already established in the Indian
markets and are still expanding. Nowadays the travel and tourism industry is also
included in hospitality sector. The boom in travel and tourism has led to the further
development of hospitality industry.

In 2003-04 the hospitality industry contributed only 2% of the GDP. However, it is

projected to grow at a rate of 8.8% between 2007-16, which would place India as the
second-fastest growing tourism market in the world. This year the number of tourists
visiting India is estimated to have touched the figure of 4.4 million. With this huge
figure, India is becoming the hottest tourist destination. The arrival of foreign tourists
has shown a compounded annual growth of 6 per cent over the past 10 years. Besides,
travel and tourism is the second highest foreign exchange earner for India. Moreover,
it is also estimated that the tourism sector will account for nearly 5.3 per cent of GDP
and 5.4 per cent of total employment.

EVOLUTION
Hotel Industry in India has witnessed tremendous boom in recent years. Hotel
Industry is inextricably linked to the tourism industry and the growth in the Indian
tourism industry has fuelled the growth of Indian hotel industry. The thriving
economy and increased business opportunities in India have acted as a boon for
Indian hotel industry. The arrival of low cost airlines and the associated price wars
have given domestic tourists a host of options. The 'Incredible India' destination
campaign and the recently launched 'Atithi Devo Bhavah' (ADB) campaign have also
helped in the growth of domestic and international tourism and consequently the hotel
industry.

According to a report, Hotel Industry in India currently has supply of 110,000 rooms
and there is a shortage of 150,000 rooms fuelling hotel Room rates across India.
According to estimates demand is going to exceed supply by at least 100% over the
next 2 years. Five-star hotels in Metro cities allot same room, more than once a day to
different guests,
receiving almost 24-hour rates from both guests against 6-8 hours usage.
With demand-supply disparity, hotel rates in India are likely to rise by 25% annually
and occupancy by 80%, over the next two years. This will affect the competitiveness of
India as a cost-effective tourist destination. To overcome, this shortage Indian hotel
industry is adding about 60,000 quality rooms, currently in different stages of
planning and development, which should be ready by 2012? Hotel Industry in India is
also set to get a
Fillip with Delhi hosting 2010 Commonwealth Games. The future scenario of Indian
hotel industry looks extremely rosy. It is expected that the budget and mid-market
hotel segment will witness huge growth and expansion while the luxury segment will
continue to perform extremely well over the next few years.
SWOT ANALYSIS
STRENGTHS

➢ Natural and cultural diversity : India has a rich cultural heritage. The
"unity in diversity" tag attracts most tourists. The coastlines, sunny beaches,
backwaters of Kerala, snow capped Himalayas and the quiescent lakes are
incredible.
➢ Demand-supply gap : Indian hotel industry is facing a mismatch between
the demand and supply of rooms leading to higher room rates and
occupancy levels. With the privilege of hosting Commonwealth Games
2010 there is more demand of rooms in five star hotels. This has led to the
rapid expansion of the sector

➢ Government support: The government has realized the importance of

tourism and has proposed a budget of Rs. 540 crore for the development of
the industry. The priority is being given to the development of the
infrastructure and of new tourist destinations and circuits. The Department
of Tourism (DOT) has already started the "Incredible India" campaign for
the promotion of tourism in India.

➢ Increase in the market share: India's share in international tourism and

hospitality market is expected to increase over the long-term. New budget
and star hotels are being established. Moreover, foreign hospitality players
are heading towards Indian markets.

WEAKNESSES
➢ Poor support infrastructure : Though the government is taking necessary steps,
many more things need to be done to improve the infrastructure. In 2003, the total
expenditure made in this regard was US $150 billion in China compared to US$ 21
billion in India.

➢ Slow implementation : The lack of adequate recognition for the tourism industry has
been hampering its growth prospects. Whatever steps are being taken by the
government are implemented at a slower pace.

➢ Susceptible to political events : The internal security scenario and social unrest also
hamper the foreign tourist arrival rates.

 OPPORTUNITIES

➢ Rising income : Owing to the rise in income levels, Indians have more spare money to
spend, which is expected to enhance leisure tourism.

➢ Open sky benefits : With the open sky policy, the travel and tourism industry has
seen an increase in business. Increased airline activity has stimulated demand and has
helped improve the infrastructure. It has benefited both international and domestic
travels.

 THREATS
➢ Fluctuations in international tourist arrivals : The total dependency on foreign
tourists can be risky, as there are wide fluctuations in international tourism. Domestic
tourism needs to be given equal importance and measures should be taken to promote
it.

➢ Increasing competition : Several international majors like the Four Seasons,

Shangri-La and Aman Resorts are entering the Indian markets. Two other groups -
the Carlson Group and the Marriott chain - are also looking forward to join this race.
This will increase the competition for the existing Indian hotel majors.

Trends that will shape the future of hospitality sector are:

1. Low Cost Carriers
2. Budget Hotels
3. Service Apartments
4. Technology
5. Loyalty Travel

 Challenges for the hospitality industry are:

1. Shortage of skilled employees
2. Retaining quality workforce
3. Shortage of rooms
4. Intense competition and image of India
5. Customer expectations
6. Manual back-end
 COMPANY
PROFILE

COMPANY PROFILE
Hotel Rudra Continental enjoys a distinct identity among the
Corporate as well as Industrial big shots coming to Rudrapur.

Other than offering the best Business Services, the strategic

location, spacious & green surroundings, 24hrs coffee shop, ample
parking facilities and the hospitable people at service makes it a
place worth experiencing.

Rudra Ethos
 The Hotel Rudra Continental is essentially based on
personalised service combined with the most
efficient levels in the hospitality industry in India.

Hotel Rudra Continental is the only hotel in the

heart of Rudrapur city which has been classified in
THREE STAR category approved by government of
India department of Tourism.

The Hotel is comprising of 14 Deluxe rooms24 Executive rooms4

Executive Suite and 2 Presidential Suite86 covers multi cuisine
restaurant Bar with imported and domestic brands Three
Conference/Banquet halls with the different capacity up to 2000
persons twenty four hour Room service Lush Green Garden for a
gathering of up to 250 person.

Govt.approved 3 star

Rudra Facilities
• 24-hours valet parking.
• 24-hours room service.
• 24-hour hot/cold water.
 • Dry cleaning & Laundry.
• Doctor on call.
• 24-hours power backup.
• Conference & Banquet.
• Kitty Party Hall
• Multi-cuisine Restaurant
• Bar "Clouds9" with Imported
and
Domestic Spirits
• Multi-channel Television
• Credit card facility
• Wi- Fi facility available
• Palmist / Astrologer
• Travel Assistance
• Centrally Air-conditions

Rudra Accommodation
 Hotel Rudra Continental enjoys a distinct identity among the
domestic as well as foreign tourists coming to Rudrapur.
The simple but stylish executive suites are favored by top
level business travelers. All the guest rooms are tastefully
decorated - care has been taken to retain the flavors of
Rudrapur’s colonial past. All rooms are air-conditioned, with
attached bathrooms, colour TV, running hot and cold water,
telephone with direct dial system, Indian, Continental food.

Deluxe Room
Simple but well appointed rooms with twin beds, sitting
area, work desk, flat T.V., 2 line direct dial telephone,
newspaper, stationary folder, bathroom with shower and
modern amenities.

Execitive Room:
Simple but well appointed rooms with twin beds, sitting
area, work desk, LCD T.V., telephone, newspaper,
stationary folder, mini bar, bathroom with bath tub and
all modern amenities.

Executive Suite
Nicely decorated rooms with double bed, sitting area with
sofa and table, work desk, specious luggage area, personal
balcony, mini bar, LCD T.V., bathroom with bath tub,
telephone, and modern amenities.
Presidential Suite:
Well specious luxury room with separate drawing cum dinning area, sofa & table, LCD T.V.
in drawing room and bedroom, work table, sitting area, mini bar, personal balcony,
telephone, newspaper, stationary folder, electronic tea kettle, bathroom with bath tub,
telephone with all modern amenities.
There are 45 beautifully appointed rooms.
 Deluxe Room - 14
 Executive Room -24
 Executive Suit - 5
 Presidential Suits - 2
Includes :
 Exclusive Check-in
 Complimentary continental breakfast
 Fruit Basket & cookies on arrival

Rudra Business Centre

BEST FOR BUSINESS MEETINGS

Rudra Continental offers a productive setting for your conferences, meetings or training
programs. So whether you want to have a business lunch or a full fledged conference we
take care of all your needs. Exclusive, signature meeting cum dinning rooms which are
soundproof each with whiteboard, markers, dusters, flipcharts on board, a dedicated
telephone extension and exclusive stationary with room name, assembled and presented in
dockets for individual participants.

RUDRA THE GRAND : One of the largest centrally air-conditioned banquet hall of the
Uttarakhand state can accommodate upto 2000 persons. Ideal place for seminar, conference,
exhibition, event, marriage and other parties.

RUDRA PAGE3 : Ideal place for Kitties Party and small gathering upto 20 persons.

BANQUET & CONFERENCE FACILITIES

CAPACITY
Conference Vanue Size
U Shape Class Room Theater Style
RUDRA THE GRAND106' X 69' + 127' X 43' 300 800 2000
RUDRA THE RISER 84' X 30' 70 110 160
RUDRA LE CAFÉ 49' X 15' 30 45 60
RUDRA PAGE 3 25' X 15' 15 20 25
Features:
1. Best place for your conferences, meetings or
training programs, fully equipped with P.A.
system, LCD multimedia projectors etc.
2. Big event hall which can accomodate more than
2000 people. In fact, 3-4 events can go on side by
side, keeping total privacy in each one.
3. Our Banqueting Areas are designed to
accommodate your confidential board, just the
way you would like.

Conference support services:

• P A System, cordless/collar
microphone
• L.C.D multimedia projector
• Overhead projector

Strengthened by:
• Specialized team to plan and execute with you every
detail in advance
• Hiring of cars and other travel assistance

Host an Event
 Wedding : Hotel Rudra Continental is the most celebrated hotel in
Rudrapur.
The Hotel is surrounded by tranquil landscaped garden which
provides quite elegance. The hotel has large Banquet and
Conference halls for a gathering of 20 to 2000 people. Here,
flawless weddings seamlessly blend a mood of grandeur with a
sense of ease

• accented by fine cuisine for every taste and attentive,

intuitive service.

Kitty & Birthday Parties : There is a seperate kitty party hall just for the
purpose of hosting ladies party where-in they feel comfortable and at ease to
enjoy and celebrate. Birthdays are also celebrated at Rudra with equal comfort
and joy.
Restaurant & Cuisine

The Rudra by taste restaurant and Clouds9 bar located on the first floor of the hotel
enjoys a reputation for superb food and flawless attention to detail. It offers an electric
array of seasonal cuisine to tempt every palate the warm and friendly restaurant staff is

here to provide you with the best of service and will ensure that your dining experience
will be a memorable one. The executive chef along with his culinary team is constantly
creating new and innovative cuisine, selecting from the freshest of farm vegetables grown
at our organic farm adjacent to the hotel. On request we can arrange for a farm tour to
our organic garden.
CLOUDS9 BAR :
Comfortable, nicely decorated, Bar. Serving Imported &
domestic range of Liquor.

Rudra Package
Package Details
Single Double
Deluxe Room Rs. 2200 Rs. 2600
Executive Room Rs. 3000 Rs. 3500
Executive Suite Rs. 4500 Rs. 4500
Presidential Suite Rs. 5500 Rs. 5500
*Special Discounts to Corporate and Business Institutions

Terms & Conditions :

 Extra bed in the room - Rs.600/-.
 Above Tariff Valid upto 31st March 2009.
 Rates are subject to change without prior notice.
 All statutory taxes/levies shall be payable
extra as applicable.
 Checkout time 12 noon.
 Rates on Continental Plan unless
specified otherwise.
Corporate services & reservations
For checking rates of other services, availability and bookings please contact:
Contact person :
Mr. Rakesh Prasad (General Manager)
Cell : 9897640696
Mail: info@rudraconti.com
Location

Located in the heart of the city, close to the shopping and commercial Centres. Corbet
National Park & Tourist Spot, Nainital are close to the Rudrapur
 12km from the Airport (Pantnagar).
 1km from the Railway Station
 1/2 km from city centre & bus stand
 2km from the Industrial Estate
Guest Book Online Form
Your message is appreciated. Thanks for filling out the
below form !
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Address*
Phone*
E-mail*
Date of
(mm/dd/yyyy)
Visit*
Message*

* all fields are compulsory.

Submit Form Clear Field
Hotel Booking

For reserving a room at the Hotel Rudra Continental,

please fillout the following details.
Our Online Hotel reservation coordinator will personally take care
of your Hotel booking and make sure you are 100% satisfied before
you get to your hotel!
You can email or call us during your trip, if you have additional
requirements.
CUSTOMER SATISFACTION

When we talk about customer service and/or satisfaction, we talk about creativity.
Creativity allows us to handle or diffuse problems at hand or later on in the process of
conducting the everyday business. We talk about how, or rather what, does the
organization have to do to gain not only the sale but also the loyalty of the customer.
We want to know the payoff of the transaction
both in the short and long term. We want to know what our customers want.1 We
want to know if our customers are satisfied. Satisfaction, of course, means that what
we delivered to a customer met the customer’s approval. We want to know if
customers are delighted and willing to come
back, and so on. .As important as delightfulness is, some of us minimize it, or even
totally disregard it. At this point, we fail. Some of the issues that will guarantee failure
in sales, satisfaction, and loyalty are:
• Employees must adhere to a rigid chain of command
• Employees are closely supervised
• Conflict—in whatever form—is not allowed
• Rewards are based on carrot-and-stick principles
• Wrong objectives are measured
However, we increase our chance of success if we allow employees to take personal
responsibility for their actions in the areas of communication, performance, and
customer satisfaction. How can we sensitize our employees to these issues? First, we
must identify how we define the customers. Second, we must understand customer
expectation levels concerning quality.
Third, we must understand the strategy for customer service quality, and fourth, we
must understand the measurement and feedback cycles of customer satisfaction.
The customer is the person or unit receiving the output of a process on the system. In
fact, it is worth emphasizing that a customer can be the immediate, intermediate, or
ultimate customer. Also, a customer may be a person or persons, or a process or
processes.
Customer satisfaction, however, is when the customer is satisfied with a
product/service that meets the customer’s needs, wants, and expectations.
To further understand customer satisfaction, we must take a deeper look at the levels
of specific satisfaction. We must also recognize that there are levels of customer
satisfaction that, in a sense, define the basic ingredients of quality. There are at least
three levels of customer expectations about quality:
Level 1. Expectations are very simple and take the form of assumptions, must have, or
take it for granted. For example, I expect the airline to be able to take off, fly to my
destination, and land safely. I expect to get the correct blood for my blood transfusion.
And I expect the bank to deposit my money to my account and to keep a correct tally
for me.

Level 2. Expectations are a step higher than that of level 1 and they require some form
of satisfaction through meeting the requirements and/or specifications. For example, I
expect to be treated courteously by all airline personnel. I went to the hospital
expecting to have my hernia repaired, to be in some pain after it was done, to be out
on the same day, and to receive a correct bill. And I went to the bank expecting the
bank teller to be friendly, informative, and helpful with my transactions.

Level 3. Expectations are much higher than for levels 1 and 2. Level 3 requires some
kind of delightfulness or a service that is so good that it attracts me to it. For example,
an airline gives passengers traveling coach class the same superior food service that
other airlines provide only for first-class passengers. In fact, I once took a flight where
the flight attendants actually baked cookies for us right there on the plane. When I
went to the hospital, I expected staff to treat me with respect and they carefully
explained things to me. But I was surprised when they called me at home the next day
to find out how I was doing. And at my house closing, the bank officer, representing
the bank holding my mortgage, not only treated me with respect and answered all my
questions about my new mortgage, but just before we shook hands to close the deal, he
gave me a housewarming gift.

The strategy issue is also a very important element of customer satisfaction, primarily
because it sets the tone for the appropriate training, behavior, and delivery of the
specific service. There are four items that the strategy for service quality ought to
address:

1. Customer service attributes. The delivery of the service must be timely, accurate,
with concern, and with courtesy. One may ask why these elements are important. The
answer is that all services are intangible and are a function of perception. As such,
they depend on interpretation.
In addition and perhaps more importantly, service by definition is perishable and if
left unattended, it can spoil on the organization.
The acronym COMFORT 4 can be used to signify the importance of service.
COMFORT is caring, observant, mindful, friendly, obliging, responsible, and tactful.
These characteristics are the most basic attributes of customer service and without
them, there cannot be a true service of any kind. They all depend on interpersonal
skills, communication, empowerment, knowledge, sensitivity, understanding, and
some kind of external behavior.

For example, caring will show that, indeed, you are interested in what the customer
will have to say. You may spend time with a customer to find out the customer’s real
needs, wants, and expectations. It is not unusual to tell a customer that you may not be
able to help, even at the expense of losing the sale. Furthermore, you may go as far as
suggesting the services of someone else or some other company. You must be
observant. In most cases when dealing with service-related items, observations may
contribute more to satisfying the customer than direct communication. Pay attention
to body language and mannerisms and, if necessary, listen between the lines. Always
try to be a step ahead of the customer. Anticipate the customer’s action. Actively listen
for what the customer is communicating, but also—and, perhaps, more importantly—
listen for what the customer is not communicating.

You must be mindful. Remember that you and your organization exist to satisfy the
customer. Without the customer’s need, you do not have a job and the organization
does not have a service to provide. The customer has a choice and, as such, if you or
the organization does not recognize the urgency, sensitivity, uniqueness, expectations,
and influence that the customer has, you will not be successful in satisfying the
customer.

You must be friendly. Friendliness does not mean being a pest. Offer guidance and
information, and let the customer know you are there to help. If necessary, provide
feedback to to assist the customer in making a decision. If you do provide feedback, be
truthful. For example, in a retail clothing store, someone walks into your store, walks
around, picks up some clothing, and tries it on. As a salesperson, you may advise the
customer about fit and answer any questions that the customer may have.
You must be obliging. Patience is the key word to customer satisfaction. Sometimes
customers do not know what they want. They are making up their minds as they go
along. You are serving as the guinea pig for their decision. As such, accommodating
them may make the difference between a satisfied and an unsatisfied customer, or the
difference between a sale and a walkout. When obliging the customer, do not hesitate
to educate the customer as well.

You must be responsible. You are the expert. The customer is looking to you to
provide the appropriate information in a clear, concise, and easy-to-understand
manner. Don’t try to make the sale at all costs. This may backfire. What you are
trying to accomplish is to develop a relationship where your expertise can indeed help
the customer.

You must be tactful. In any service organization, and in any service delivery, there are
going to be problems between you and the customer. Do not panic. Tactfulness is the
process by which the conflict may be resolved. Your focus is to satisfy the customer
and, as such, you should try to identify the problem, analyze it, and then resolve it in
the most expedient way. Being tactful does not mean that you have to give in to the
customer all the time. What it does mean is that you act in a composed, professional
manner and communicate to the customer in a way that is not threatening or
demeaning. Being tactful means you are willing to listen and exchange information
with the intention of resolving the conflict. It means you have a way of presenting the
facts and information in a nice and no intimidating way. It means listening patiently,
thinking before speaking, and listening to what the customer says without
interruptions.
Notice that cost is not an attribute that will make or break service and/or satisfaction.
In service especially, cost is equated with value. That is not to suggest that high cost is
prerequisite to good service or vice versa. We simply suggest that one must continue to
generate more value for the customer but not give away the house. It is indeed a very
delicate balance.
2. Approach for service quality improvement. The basic question one must be able to
answer is why bother with service quality? The answer is in a three prong approach.
The first is cost, the second is time to implement the program, and the third is the
customer service impact. Together, they present a nucleus for understanding and
implementing the system that is responsive to both customers and organization for
optimum satisfaction.
For example, the Japanese are working on the notion of sensuous cars. Basically, the
car itself gives you a kind of delight and surprise just opening the door, hearing the
sound, pressing the accelerator. Everything is being thought through now, almost
emotionally.

3. Develop feedback systems for customer service quality. The feedback system one
chooses will make or break the organization. Make sure not to mix the focus of
customer satisfaction and marketing. They are not the same. The focus of customer
service and satisfaction is to build loyalty, and the focus of marketing is to meet the
needs of the customer profitably.

Another way of saying it is that marketing’s function is to generate customer value

profitably, whereas the purpose of customer service and satisfaction is to generate
repeatability, recognition, and overall satisfaction of the transaction.

The concern here is to make sure that a goal exists (a reporting system for
measurement is appropriate and useful for the particular service) and to reach the
reward of service quality. The question then becomes how to develop a system that is
responsive to the customer’s needs, wants, and expectations. To answer these
concerns, look to the customer for answers. The value of the information must be
focused in at least the following areas:
• To know what customers are thinking about you, your service, and your competitors.
• To measure and improve your performance.
• To turn your strongest areas into market differentiators.
• To turn weaknesses into developmental opportunities—before someone else does.
• To develop internal communications tools to let everyone know how they are doing
• To demonstrate your commitment to quality and your customers In essence your
measurement for the feedback must be of two distinct kinds:

1. Customer satisfaction, which is dependent upon the transaction

2. Service quality, which is dependent upon the actual relationship

4. Implementation. Perhaps the most important strategy is that of implementation.

As part of the implementation process, management must define the scope of
the service quality as well as the level of customer service as part of the
organization’s policy. Furthermore, they must also define the plan of
implementation. The plan should include the time schedule, task assignment,
and reporting cycle.

CASE STUDY

Practical Approach to Satisfying the Customer

A typical approach to satisfying the immediate customer may utilize the following
steps.
These steps, with modifications, may also be used for all customer levels
1. Welcome and Review the Agreement (When we last met you decided to
focus on)
2. Exchange Perceptions 2. Ask for associate’s perception of his/her
performance (b) Give your perception
3. Explore Options/Approaches 3. (a) Would you do anything differently?
(b) May I suggest...
4. Determine Next Goals 4. What would be helpful to focus on now?
5. Agree on Next Steps 5. I’ll listen to some additional inputs and
we’ll meet again with this goal in mind.

Comprehensive goal
”More customers and more satisfied customers”

Steps in Assessing Customer Satisfaction

 Develop a listing and categorize your customers. This will include:

External customers-those that use your services (directly and indirectly)
Internal customers-all organizations have components that serve other components.
These are internal customers.
 Suppliers-traditionally you are a customer to them but by thinking of them as a
customer, and of the information and access they need to meet their contracts with
you, you will gain dividends in your own services.
 Categorize your products or services.
 Determine what needs and wants your services or products meet.
 Determine what sets your service apart from others?
 Establish a customer orientation to include:
Customers should be encouraged to tell you about any problems,
Customers should know their rights and responsibilities from the beginning,
Customers should know how to take advantage of their rights,
Customers should feel in control.
Customers should know precisely who to contact
 Carefully scrutinize how your customers reach you and what barriers they
encounter: How does your telephone system work? What are average wait times? How
many times is a caller referred before finding someone able to answer the question?
Where are you offices located? Are they convenient for customers to find? Is parking
available?
What languages do your customers use?
What does your reception area look like? Pleasant or foreboding? How long must
people wait?
 What printed material do you have that describes your agency or organization?
Does it successfully inform existing and potential customers?
 How well are you using information technology to increase customer satisfaction?
Do you have a web site?
Do you know how much and what kind of traffic comes to the site?
Does it provide address, telephone, fax and e-mail information?
Does it have a search feature?
Does the language on the site meet the language need of your customers?
 DATA
ANALYSIS
AND
INTERPRETATI
ON
 DATA ANALYSIS AND DATA INTERPRETATION

1 – How offently you go out for fooding ?

 S.NO RESPONSE NO. OF RESPONDENTS IN
PERCENTAGE

1 MOSTLY 50%

2 RARE 30%

3 OCCASIONALL 20%
Y

IN MY SERVEY, I FOUND THAT 50% OF CUSTOMER SAY,

YES MOSTLY GO OUT FOR FOODING WHEREAS 30% SAY,
RARE AND 20% SAY, ONLY OCCASIONLLY.

2 – How offently you visit Rudra Continental?

 S.NO RESPONSE NO. OF RESPONDENTS IN
PERCENTAGE

1 MOSTLY 50%

2 RARE 30%

3 OCCASIONALL 20%
Y

IN MY SERVEY, I FOUND THAT 50% OF CUSTOMER SAY,

YES MOSTLY VISIT RUDRA WHEREAS 30% SAY, RARE
AND 20% SAY, ONLY OCCASIONLLY VISIT RUDRA.

3- How you find the variety in menu of Rudra continental?

 S.NO RESPONSE NO. OF
RESPONDENTS IN
PERCENTAGE

1 Excellent 30%

2 Good 50%

3 Average 20%

IN MY SERVEY, I FOUND THAT 30% OF CUSTOMER

SATISFIED WITH MENU VARIETY WHEREAS 20%
AVERAGE SATISFIED AND 50% GOOD TO MENU
VARIETY.
4 – Are you satisfied with the promptness of services?

S.NO RESPONSE NO. OF RESPONDENTS IN

PERCENTAGE

1 YES 50%

2 NO 20%

3 NOT MUCH 30%

IN MY SERVEY, I FOUND THAT 50% OF CUSTOMER SAY,
YES PROMPTNESS IS EXCELLENT WHEREAS 20% SAY,
NO AND 30% NOT TO MUCH SATISFIED PROMPTNESS
OF SERVICES.

5-Which type of food and beverages quality provided by Rudra ?

S.NO RESPONSE NO. OF RESPONDENTS IN

PERCENTAGE

1 EXCELLENT 20%

2 GOOD 30%

3 AVERAGE 50%
I FOUND THAT 50% OF CUSTOMER IS NOT SATESFIED
WITH QUALITY AND 20% SATISFIED AND 20% SAY,
QUALITY OF FOOD AND BEVRAGES ARE SATSFIED TO
OUR LEVEL.

6-Do you get your food order correct, complete and on time?

S.NO RESPONSE NO. OF RESPONDENTS IN

PERCENTAGE

1 YES 80%

2 NO 10%

3 NOT MUCH 10%

I FOUND THAT 80% OF CUSTOMER SAY, EXCELLENT
THEY ARE SATISFIED WITH FOOD ORDER AND
COMPLETENESS AND 10% SAY, NO AND 10% NOT UPTO
THE MARK .

7- Up to what level availability of sources, utensils and napkins etc in

your table?

S.NO RESPONSE NO. OF RESPONDENTS IN

PERCENTAGE

1 EXCELLENT 50%

2 GOOD 20%

3 AVERAGE 30%
I FOUND THAT 50% OF CUSTOMER LEVEL IS EXCELLENT
AND 20% LEVEL IS GOOD AND 30% LEVEL IS AVERAGE
NOT UP TO THE MARK.

8-How would you rate Rudra continental staff’s hospitality?

 S.NO RESPONSE NO. OF RESPONDENTS IN
PERCENTAGE

1 FRIENDLINESS 20%

2 COURTSEY 70%

3 RESPONSIVEN 10%
ESS

I FOUND THAT 20% OF CUSTOMER SAY, FRIENDLINESS

AND 70% SAY, COURTSEY AND 10% RESPONSIVENESS.

9- How would you rate Rudra’s public area?

 S.NO RESPONSE NO. OF RESPONDENTS IN
PERCENTAGE

1 EXCELLENT 20%

2 GOOD 30%

3 AVERAGE 50%

I FOUND THAT 20% OF CUSTOMER RATE EXCELLENT

AND 30% RATE THE AREA AS GOOD AND 50% RATE
AVERAGE TO RUDRA’S PUBLIC AREA.
 10- How would you rate the value for price, paid?

S.NO RESPONSE NO. OF RESPONDENTS IN

PERCENTAGE

1 EXCELLENT 30%

2 GOOD 40%

3 AVERAGE 30%

I FOUND THAT 30% OF CUSTOMER IS SATESFIED AND

40% SAY, ITS GOOD AND 30% SAY, ITS AVERAGE NOT
UP TO THE MARK .
11- How would you rate the Rudra,s ability to provide relaxing
atmosphere?

S.NO RESPONSE NO. OF RESPONDENTS IN

PERCENTAGE

1 EXCELLENT 20%

2 GOOD 30%

3 AVERAGE 50%
IN MY SERVEY, I FOUND THAT 20% OF CUSTOMER SAY,
RUDRA PROVIDES RELAXING ATMOSPHERE WHEREAS
30% SAY, RUDRA PROVIDED GOOD ATMOSPHERE .

12-What type of housekeeping services in Rudra continental?

S.NO RESPONSE NO. OF RESPONDENTS IN

PERCENTAGE

1 EXCELLENT 70%

2 GOOD 25%

3 AVERAGE 5%
IN MY SERVEY, I FOUND THAT 70% OF CUSTOMER SAY,
RUDRA PROVIDES EXCELLENT HOUSEKEEPING
SERVICES WHEREAS 25% SAY, PROVIDED GOOD AND
10% SAY RUDRA PROVIDE AVERAGE HOUSEKEEPING.

13- Did you get your choice of music in private area or public area?
 S.NO RESPONSE NO. OF RESPONDENTS IN
PERCENTAGE

1 YES 10%

2 N0 50%

3 SOMETIME 40%

IN MY SERVE Y, I FOUND THAT 10% OF CUSTOMER SAY,

RUDRA PROVIDES MY CHOICE OF MUSIC IN PUBLIC AND
PRIVATE AREA WHEREAS 50% SAY, NO AND 40%
SAY,SOMETIMES PROVIDE MISIC SERVICES .

14-Are you satisfied with Rudra continental services?

 S.NO RESPONSE NO. OF RESPONDENTS IN
PERCENTAGE

1 YES 70%

2 NO 10%

3 AVERAGE 30%

IN MY SERVE Y, I FOUND THAT 70% OF CUSTOMER SAY,

SATISFIED WITH SERVICES WHEREAS 10% SAY, NOT
SATISFIED AND 30% SAY NOT UP TO THE SATISFACTION
LEVEL .
SWOT Analysis
Strengths

The group has enormous power and strengths, which makes it the best and
Competitive, some of them are:
➢ Businessman mostly prefer Rudra for corporate meeting because nearby of
sidcul.
➢ Its effective and efficient management techniques and staff.
➢ Its brand name in Rudrapur.
➢ Location is good near to market.
➢ Its make standard for people to prefer Rudra.
➢ The various initiatives taken like; rollout of Customer
Feedback System, IT initiatives, event organizing etc.

Weakness

Some of its weakness;

➢ Its hard to maintain such a huge chain of subsidiaries and there are
more chances of mishaps in management.
➢ Its huge competitors like a ARK HOTEL, REDISSON, LE CASTLE etc are also
providing same facilities and thus it becomes a weakness for RUDRA.
➢ Its very costly for the regular customers to afford the tariffs and service
charges set by Rudra. Thus, they lose a major part of their profit.
➢ They need a lot of investment.
➢ As Rudra is a popular group in Rudrapur, it is always in the eyes of the
terrorists. So nearby customer is not too much.

Opportunities
The Group is poised strategically to take advantage of the following situation:
➢ In the backdrop of a healthy economy having its positive fallouts on the Tourism
Sector leading to rapid growth in markets in India and Rudra have Nainital as
opportunity to expend their group..
➢ Rapid expansion in both International and Domestic destinations, with top-of-the-
line Luxury, Leisure and Business properties.
➢ Meeting growing demand in the budget and mid-market segments.
➢ Extending the product portfolio into related offerings viz. luxury residences, wildlife
Lodges in Nainital, games (high standard like indoor golf and etc) and health spas.

Threats

The threats identified by the Group are related mainly to the markets in which the
Group operates and general factors related to the tourism industry. Significant among
these are:
➢ Cheaper hotel, increasing affordability of travel to other destinations, especially like
ark and ginger.
➢ Growing presence of Rudrapur Hospitality chains competing in the Luxury and
Business segments, to meet excess demand situation.
➢ Slowdown of SIDCUL because of Radisson demand resulting in reduction of
revenues.
Findings

IN MY SURVEY I FOUND THAT CUSTOMER IS SATISFIED WITH THE SERVICES

BUT NOT MUCH SATISFIED WITH THE FOOD QUALITY.

1- I found that customer more oftenlly visit Rudra continental as compare to its
Competitors.
2- As per my survey In Rudra continental menu variety is good as compare to
others like ark and Sonia.
3- Promptness of services is excellent as compare to other but some of
Customer not much satisfied.
4- Food quality and beverages quality and service quality not up to the
satisfaction level.
5- In survey, customer get correct and complete order and food service is good.
6- Sauces, utensils and napkins etc on customer’s table is standardized that I
found in my survey.
7- The hospitality of Rudra’s staff is good and mostly they use courtesy language.
8- Public area of Rudra continental is excellent and well maintain like private
area.
9- I found that Rudra doesn’t provide much privacy and relaxing atmosphere
even customer wont in Rudra.
10- I found that reception area is well decorated specially for children.
11-I found that Bar facilities (clound9) available in restaurant area so this facility
attract customers.
12-I found that Rudra continental mostly focus on business class people rather
than service class.

I found that customer is satisfied with Rudra continental services.

Recommendations

And

Suggestions
 Recommendation and Suggestions

On the basis of survey through questionnaire and interaction with staff and customer .
I hereby humbly proposed my suggestions to carry out further improvements in,
Rudra Continental (Rudrapur)

1- Food quality is not excellent so they should enhance food quality in effective
way to stay in market competition because now competition is increasing in
Rudrapur.
2- The cost is high as compare to ark and Sonia and both competitors have good
standard so people mostly prefer Ark and Sonia because they are providing
attractive services.

3- Rudra continental mostly focus on business class so they can make business
class customer as a regular customer and they forget to entertain the service
class customer.

4- New competitor Radisson reduces the business class customer so rudra have to
focus on more standardized services and more variety of food.

5- Radisson and Ark organized many event to attract new customer so if Rudra
wont their customer back they should focus on this area also to retain their
customer.

6- They should more focus on website it is not updated and competitor updated
their site time to time to attract the more customers like REDISSON and LE
CASTLE.

7- The open area in Rudra is very small so they have to do some work on space
expanding so they can provide better relaxing atmosphere.

8- Music facilities are not so good in Rudra so they should provide good music for
a customer which is necessary to provide interesting atmosphere.

LISTEN, LISTEN, LISTEN….TO YOUR CUSTOMERS

Conclusion
Conclusion

Customer satisfaction survey plays a key role in the growth of the organization.
It helps to win over customer’s loyalty and increase their interest to visit again.

Effective environment and good food quality help customer to generate interest
to came again and again for fooding.

If customer is satisfied they visit more and more so

Organization can increase their Profit.

According to me satisfied customer increase goodwill of

company in the market which will be more effective in future or
may be attract new customers.

Because of effective services customer feel very special,

so they visit again and again.

If company follow Lester Policy

- {Listen, Echoing the issue, Sympathizing, Thanking, Evaluation your option,
Responding to situation}
Its effect (Customers happy to come again)

Feedback form policy really helps to understand the customer

view towards services and quality of food and it help to change
in services or to satisfied their customers.
BIBLIOGRAPHY
Important websites –
www.rudraconti.com
www.hospitality- industry.com
www.scribd.com

www.Wikipedia.org

www.yahoo.com
www.slideshare.com

Help from Parents, Teachers & Friends too.

ANNEXURE:-
QUESTIONNAIRE

TOPIC:- CUSTOMER SATISFACTION

NAME-
1 – How offently you go out for fooding ?

a) MOSTLY b) RARE c) OCCASIONALLY

2 – How offently you visit Rudra Continental?

a) MOSTLY b) RARE c) OCCASIONALLY

3- How you find the variety in menu of Rudra continental?

a) EXCELLENT b) GOOD c) AVERAGE

4 – Are you satisfied with the promptness of services?

a) YES b) NO c) NOT MUCH

5-Which type of food and beverages quality provided by Rudra?

a) EXCELLENT b) GOOD c) AVERAGE

6-Do you get your food order correct, complete and on time?

a) YES b) NO c) NOT MUCH

7- Up to what level availability of sources, utensils and napkins etc in your table?

a) EXCELLENT b) GOOD c) AVERAGE

8-How would you rate Rudra continental staff’s hospitality?

a) EXCELLENT b) GOOD c) AVERAGE

9- How would you rate Rudra’s public area?

a) EXCELLENT b) GOOD c) AVERAGE

10- How would you rate the value for price, paid?

a) EXCELLENT b) GOOD c) AVERAGE

11- How would you rate the Rudra,s ability to provide relaxing atmosphere?

a) EXCELLENT b) GOOD c) AVERAGE

12-What type of housekeeping services in Rudra continental?

a) EXCELLENT b) GOOD c) AVERAGE

13- Did you get your choice of music in private area or public area?

a) YES b) NO c) SOMETIMES

14-Are you satisfied with Rudra continental services?

 a)YES b)NO c)AVERAGE

15- YOUR SUGGESTINOS

Kindly give your suggestions for any desired improvements in the

current service
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