―A STUDY ON CUSTOMER SATISFACTION AT (MA FOI)

CIEL HR SERVICES PVT. LTD IN MADURAI.‖

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ACKNOWLEDGEMENT

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 TABLE OF CONTENTS

CHAPTER TITLE PAGE NO

INTRODUCTION

1.1 INTRODUCTION
1.2 INDUSTRY PROFILE
1.3 COMPANY PROFILE
1.4 OBJECTIVES OF THE STUDY 9 - 41
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1.5 NEED OF THE STUDY
1.6 PROBLEM OF STATEMENT
REVIEW OF LITERATURE
2.1 INTRODUCTION 42 - 53
2 2.2 REVIEW OF LITATURAE
RESEARCH METHODOLOGY
3 54 - 57
3.1 INTRODUCTION
3.2 SAMPLING DESIGN
3.3 RESEARCH DESIGN
3.4 DATA COLLECTION
3.5 SAMPLING SIZE
3.6 SAMPLING PROCEDURE
3.7 AREA OF STUDY
3.8 PERIOD OF STUDY
3.9 RESEARCH INSTRUMENT
3.10 STATICAL TOOLS
3.11 LIMITATIONS OF THE STUDY

4 DATA ANALYSIS AND INTERPRETATION 58 - 76

FINDINGS,SUGGESTIONS AND CONCLUSION

5 5.1 FINDINGS 77 - 80
5.2 SUGGESTIONS
5.3 CONCLUSION

6 BIBLIOGRAPHY 81 - 82

ANNEXURE
7 QUESTIONAIRE 83 - 87

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 LIST OF TABLES

TABLE TITLE PAGE

NO NO
4.1 Age of the Respondents 59

4.2 Gender of the Respondents 60

4.3 service you find most useful 61

4.4 The service provided by the company is up to your 62

expectations
4.5 Opinion about the quality of service provided by the 63
company
4.6 Recommend our service to your friends or collegues 64
4.7 The company is providing reasonable price for its 65
service
4.8 The company website is providing enough information 66
about their services
4.9 Our service over our competitors 67

4.10 Was the company assistance support team provided 68

4.11 From where you know the company 69

4.12 Following company on social media 70

4.13 The company support team time take to resovle the 71

problem
4.14 Behavior of the service agents towards the customer 72
expectations
4.15 The staffs met the customer expectation 73

4.16 Rate from 1 to 10 for the company service providing 74

4.17 The service that most useful and expectations of service 75

providing

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 LIST OF CHARTS

CHART TITLE PAGE

NO NO
4.1 Age of the Respondents 59

4.2 Gender of the Respondents 60

4.3 service you find most useful 61

4.4 The service provided by the company is up to your 62

expectations
4.5 Opinion about the quality of service provided by the 63
company
4.6 Recommend our service to your friends or colleagues 64
4.7 The company is providing reasonable price for its 65
service
4.8 The company website is providing enough information 66
about their services
4.9 Our service over our competitors 67

4.10 Was the company assistance support team provided 68

4.11 From where you know the company 69

4.12 Following company on social media 70

4.13 The company support team time take to resolve the 71

problem
4.14 Behavior of the service agents towards the customer 72
expectations
4.15 The staffs met the customer expectation 73

4.16 Rate from 1 to 10 for the company service providing 74

4.17 The service that most useful and expectations of service 76

providing

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CHAPTER – 1

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 CHAPTER – I
INTRODUCTION OF THE STUDY

1.1 INTRODUCTION:
CUSTOMER SATISFACTION:

Meaning:
Customer satisfaction is defined as a measurement that determines how happy customers
are with a company‘s products, services, and capabilities. Customer satisfaction information,
including surveys and ratings, can help a company determine how to best improve or changes its
products and services. An organization‘s main focus must be to satisfy its customers. This
applies to industrial firms, retail and wholesale businesses, government bodies, service
companies, nonprofit organizations, and every subgroup within an organization.

Definition:
Philip Kotler defines customer satisfaction as a ‗person‘s feeling of pleasure or
disappointment, which resulted from comparing a product‘s perceived performance or outcome
against his/her expectations‘. Although kotler uses abstract terms like pleasure and
disappointment, the definition is by no means ambiguous.

Customer satisfaction = f(perceived performance, buyer’s expectations)

Here, customer satisfaction is a function of perceived performance and expectations. Perceived
performance is the consumer‘s belief about the product or service experience. Buyer‘s
expectations, on the other hand, are influenced by:

 Performance of the product in the recent past

 Word of mouth, recommendations or testimonials
 Reviews
 What competitors say about the product or service
 What its own marketers promise.

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Importance of Customer Satisfaction:

Reduces customer churn:

In today‘s capitalistic world, there are always new and existing competitors to be aware
of. This is important because your customers will always have somewhere else to buy similar
products or services. According to these customer retention statistics, 66% of B2B customers
stopped buying after a bad customer service experience and 52% of B2C customers did this
same. Ensuring your customer service team is going above and beyond the competition to keep
CSAT scores up is crucial to reducing customer churn.

Boosts customer loyalty and recurring revenue:

Existing customers spend an average of 31% more and are 50% more likely to try new
products compared to new customers. Higher customer loyalty is also an indicator of customer
satisfaction levels. Happy customers will continue to make repeat purchases (or keep their
subscriptions), ultimately boosting your bottom line. Customer satisfaction is one of the top ways
you can measure potential repeat purchases and loss risks. When customers are satisfied with
your products or services, they stick around and spend more.

Improves efficiency and productivity:

Evaluating your CSAT and other customer service KPIs will help you determine where
your agents can improve to make customers happier. Satisfied customers mean you‘ll spend less
time fixing problems and more time getting work done. For example, if your agent‘s resolve rate
has decreased, you may discover they need more training to resolve tickets faster. The
information you learn from these numbers can help you make processes more efficient, thus
improving agents‘ productivity. It can be as easy as asking your agents what they find most
difficult, tedious, or what causes bottlenecks in the process to guide you to fixes that ultimately
improve your CSAT scores and overall revenue.

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Increases employee satisfaction:
When your team is happy, they‘re much more likely to provide great customer service
than when they‘re frustrated. Learning and implementing what your agents need to be more
productive makes the entire process smoother for everyone involved. Removing any barriers to
your agents‘ tasks creates a better flow of work and a more clear way for you as a leader to
identify what‘s working and what‘s not. This ultimately leads to a better CSAT score when your
agents can resolve issues quickly. It also boosts morale in your team. Especially when 55% of
customer service agents in a recent survey say that a supportive work environment is the most
important thing they need to do their job well.

Encourages brand advocacy:

Customer satisfaction and loyalty are important for brand advocacy. Whether you want
them to or not, customers talk about their experiences with your company. But unhappy
customers tell 15 people on average about their bad experience. Extrapolate that by your number
of customers and that‘s a lot of bad press. Conversely, Sales force found that 72% of satisfied
customers share their positive experiences with others and 92% of consumers trust
recommendations from people they know. Improving your CSAT scores means your happy
customers will talk about their good experiences with their friends and family, ultimately leading
to more business for your company.

Helps you stand out from the competition:

In some cases, it can be extremely difficult for customers who are trying to get help to
find the right person or to get a hold of a human at all. This frustration for customers creates a
very poor experience and a decrease in customer satisfaction and loyalty. That‘s why positive
CSAT scores are important to stay competitive. Being more accessible to your customers is an
excellent way to create benefits for your customers as well as your company. While other
companies are difficult to reach, you can be the standout by offering an Omni channel customer
service experience. For example, having a live chat option, being responsive on social media,
and/or a human simply to answer the phones.

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Provides up selling and cross-selling opportunities:
Think back to the last time you made a purchase and it was exactly what you needed.
Were satisfied with the customer service experience. Positive customer satisfaction leads people
to return to your company for another purchase. This provides salespeople with more
opportunities to cross-sell complementary products or upgraded services to increase sales
revenue. The customer will be more likely to buy because they‘re already happy with the product
and customer service.

Benefits other departments:

Your agents are the front line for your current customers. They are the people who speak
to customers — happy or not — to identify their needs. You have the ability to take the feedback
you receive from these customers and share it with other departments.
For example, if you work together with the marketing department, you can help them better
understand the pain points of the customers to inform marketing campaigns. This way they can
create marketing messaging that explains how your product or service solves potential or
existing customers‘ problems. You can also tell the sales team what people tend to complain
about after they‘ve purchased so they can preemptively reduce buyer‘s remorse.

CUSTOMER SATISFACTION AND DELIGHT:

Customer satisfaction-Is a term frequently used in marketing. It 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. "In a survey of nearly 200 senior marketing managers, 71 percent responded
that they found a customer satisfaction metric very useful in managing and monitoring their
businesses.

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Purpose of Customer satisfaction:
 Fix it. Improve it, make changes
 Ask customers if they t new product
 Assess progress
 Sell the improved product

A business ideally is continually seeking feedback to improve customer satisfaction

"Customer satisfaction provides a leading indicator of customer purchase intentions and loyalty."
"Customer satisfaction data are among the most frequently collected indicators of market
perceptions. Their principal use is twofold:"

1. "Within organizations, the collection, analysis and dissemination of these data send a
message about the importance of tending to customers and ensuring that they have a positive
experience with the company's goods and services.
2. "Although sales or market share can indicate how well a firm is performing currently.
Satisfaction is perhaps the best indicator of how likely it is that the firm's customers will make
further purchases in the future. Much research has focused on the relationship between customer
satisfaction and retention. Studies indicate that the ramifications of satisfaction are most strongly
realized at the extremes."
On a five-point scale, individuals who rate their satisfaction level as '5' are likely to
become return customers and might even evangelize for the firm (A second important metric
related to satisfaction is willingness to recommend. This metric is defined as "The percentage of
surveyed customers who indicate that they would recommend a brand to friends." When a
customer is satisfied with a product, he or she might recommend it to friends, relatives and
colleagues. This can be a powerful marketing advantage.) Individuals who rate their satisfaction
level as '1, by contrast, are unlikely to return. Further, they can hurt the firm by making negative
comments about it to prospective.

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CUSTOMER DELIGHT:
Customer delight is surprising a customer by exceeding his/her expectations and thus
creating a positive emotional reaction. This emotional reaction leads to Word of Mouth
Customer Delight directly affects sales and profitability of a company as it helps to distinguish
the company and its products and services from the competition. In the past customer satisfaction
has been seen as a key performance indicator, Customer satisfaction measures the extent to
which the expectations of a customer are met (compared to expectations being exceeded).
However, it has been discovered that mere customer satisfaction does not create brand loyalty
nor does it encourage positive word of mouth. Customer Delight can be created by the product
itself by accompanied standard services and by interaction with people at the front line. The
interaction is the greatest source of opportunities to create delight as it can be personalized and
tailored to the specific needs and wishes of the customer. During contacts with touch points in
the company, more than just customer service can be delivered. The person at the front line can
surprise by showing a sincere personal interest in the customer, offer small attentions that might
please or find a solution specific to particular needs. Those front line employees are able to
develop a relationship between the customer and the brand. Elements in creating motivated staff
are: recruiting the right people, motivating them continuously and leading them in a clear way.

The 7 P's of Services:

The first four elements in the services marketing mix are the same as those in the
traditional marketing mix. However, given the unique nature of services, the implications of
these are slightly different in case of services

PRODUCT:
In case of services, the product is intangible, heterogeneous and perishable. Moreover, its
production and consumption are inseparable. Hence, there is scope for customizing the offering
as per customer requirements and the actual customer encounter therefore assumes particular
significance. However, too much customization would compromise the standard delivery of the
service and adversely affect its quality. Hence particular care has to be taken in designing the
service offering

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PRICING:
Pricing of services is tougher than pricing of goods. While the litter can be priced easily
by taking into account the raw material costs, in case of services attendant costs - such as labor
and overhead costs also need to be factored in. The final price for the service is then arrived at by
including a mark up for an adequate profit margin.

PLACE:
Since service delivery is concurrent with its production and cannot be stored or
transported, the location of the service product assumes importance. Service providers have to
give special thought to where the service would be provided. Thus, a fine dine restaurant is better
Located in a busy, upscale market as against on the outskirts of a city. Similarly, a holiday resort
is better situated in the countryside away from the rush and noise of a city.

PROMOTION:
Since a service offering can be easily replicated promotion becomes crucial in
differentiating a service offering in the mind of the customer. Thus, service providers offering
identical services such as airlines or banks and insurance companies invest heavily in advertising
their services. This is crucial in attracting customers in a segment where the services providers
have nearly identical offerings The final three elements of the services marketing mix people,
process and physical evidence - are unique to the marketing of services.

PEOPLE
People are a defining factor in a service delivery process, since a service is inseparable
from the person providing. Thus, a restaurant is known as much for its food as for the service
provided by its staff. The same is true of banks and department stores. Consequently, customer
service training for staff has become a top priority for many organizations today.

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PROCESS
The process of service delivery is crucial since it ensures that the same standard of
service is repeatedly delivered to the customers. Therefore, most companies have a service
blueprint which provides the details of the service delivery process, offend going down to even
defining the service script and the greeting phrases to be used by the service staff,

PHYSICAL EVIDENCE:
Since services are intangible in nature, most service providers strive to incorporate
certain tangible elements into their offering to enhance customer experience. Many hair salons
invest in comfortable and stylish sitting areas with magazines and phish sofas for patrons to read
and relax while they wait. Similarly, many restaurants invest heavily in their interior design and
decorations to offer a tangible and unique experience to their guests.

THEORIES OF CUSTOMER SATISFACTION:

 Dissonance Theory
 Contrast Theory
 Comparison Level Theory
 Value Percept Theory
 Attribution Theory
 Equity Theory
 Evaluative Congruity Theory

Dissonance Theory:
Dissonance Theory (also known as dissonance reduction theory) is a term used in
psychology that refers to the mental stress experienced by someone who simultaneously holds
two or more contradictory beliefs, ideas, or values. In other words, they find themselves in
conflict. It also suggests that a person who expected a high-value product and received a low-
value product would recognize the disparity and experience cognitive dissonance. That is, the
disconfirmed expectations create a state of dissonance or psychological discomfort.

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 Dissonance Theory can explain our present experience of cognitive dissonance when a
customer experiences the physical manifestation of a company‘s brand promise but does not
receive the level of customer service he or she expected. For example, you purchase an
expensive pair of headphones from a well-known brand. You take them home and find that the
headphones are defective. When you contact the customer service department about this
problem, your call is routed to a voice mailbox where you‘re told to leave a message and will be
contacted within 24 hours. You never receive a call back so you call again several times over the
next several days.

Contrast Theory:
It is another well-known theory of customer satisfaction. Contrast Theory suggests the
opposite of the Dissonance Theory. According to this theory, when actual product performance
falls short of the consumer‘s expectations about the product, the contrast between the expectation
and outcome will cause the consumer to exaggerate the disparity. It implies that the negative
impact of actual product performance on customer satisfaction is greater than the positive impact
of higher performance over lower performance. Contrast Theory states that, when the
expectation of a product is high and the actual product performance is perceived to be low, the
consumer will exaggerate the difference between the expectation and the outcome. Contrast
theory proposes that we do not judge qualities on the basis of absolute standards, but rather on
the basis of how they compare with other qualities.

Comparison Level Theory:

According to the HLT, satisfaction is not the evaluation of a product or service after it has
been consumed. Instead, it is the comparison level, or the degree to which a product or service is
better than any of the other options that are available in the market. The theory suggests that
consumers set a comparison level in their minds with respect to several aspects while they begin
evaluating a product or service. These aspects include:
 The price at which the product was purchased
 The expectations pertaining to quality
 The expectations pertaining to performance

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  The expectations pertaining to features and functionalities of the product
 The comparison level set by an individual‘s peers, family members, and friends
 The comparison level was set by all other customers who bought the same brand
 The extent to which a product meets or exceeds the comparison level (CL) is the basis of
customer satisfaction.
 The comparison-level theory is a branch of marketing theory that states that consumers
evaluate their level of satisfaction based on an implicit comparison to an internal
standard, rather than the outcome they actually experienced.
 Critics of this theory suggest that it is nuanced and that it is incomplete. One of the main
criticisms made of CLT is that it does not take into account other important determinants
of customer satisfaction, such as relevance and quality (Yi, 1990).

Value Percept Theory:

Value percept is a popular theory on customer satisfaction. This can be seen clearly in
many of the recurrent types of cases, such as cases involving brand switching, cases involving
the failure of trial products, and cases involving the purchase of services.

A common characteristic in such cases is that consumers base their evaluations on

products, services, and brands that are absent from their initial perceptions. Value-Percept
Disparity theory has also been applied to explain why consumers value some brands, products,
and services over others, even if these other brands, products, and services are more highly
expected (e.g., Westbrook 1992).

The Value-Percept theory explains customer satisfaction by two factors that are central to
customer perception of value – Actual Value (AV) and Ideal Value (IV). AV is the actual
quality or performance of a product that is perceived by a customer. IV is the ―ideal‖ quality or
performance of a product that a customer expects before purchasing the product. The difference
between AV and IV can be named Perceptual Discrepancy (PD).

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Attribution Theory:
The Attribution theory has been mostly used in dissatisfaction/ complaining behavior
models than in satisfaction models. According to this theory of the customer satisfaction model,
consumers are regarded as rational processors of the information who seek out reasons to explain
why a purchase outcome, for example, dissatisfaction, has occurred. These reasons may include
the product itself, the service, the price, and even the person who sold the product. Frequently
these reasons are highly cur, related to each other, a state of affairs we refer to as inter-correlated
attributions. In that case, we can use a simpler model that attributes the ―blame‖ to one of these
reasons. The most frequently occurring reason is then called the primary cause.
The attribution theory was developed in the domain of social psychology by Fritz Header,
Darwin Cartwright, and Leonard Bootlick in a publication entitled ―The Psychology of
Judgment‖. In this publication, the authors pointed out that people are rational in their judgment
processes and that there are conditions under which their judgment is rational.
These researchers argued that there are three criteria for attribution to be made:
consistency, consensus, and coherence or correspondence.
The consistency criterion includes the notion that when an outcome occurs, people need
to find reasons to account for it.

Equity Theory:
Equity theory in customer satisfaction is the idea that individuals require consistency
between what was expected and what was experienced. Consistency between both sides of this
equation is key to providing customers with a positive customer experience. Learning how to
manage expectations and consistently deliver an experience that meets and exceeds them builds
goodwill and trust, which leads to strong customer satisfaction. From my understanding, equity
theory in customer satisfaction applies to any kind of purchase. The buyer has a sense of how the
product or service is going to turn out, with what to expect from the business or brand.
When that buying decision takes place, the seller needs to make sure that the experience
is consistent with the seller‘s promise of what is to be received. If not, then the buyer has been
provided with an uneven or inequitable exchange of money for goods or services. This causes
dissatisfaction. When I think of equity theory applied to customer satisfaction, I think of it from a
transactional point of view.

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Evaluative Congruity Theory:
Evaluative congruity theory (sometimes abbreviated as EC theory) is a dual-process
model of attitude formation and change. The goal of EC theory is to explain the formation and
change of attitudes, although it has a broader application as well.
The EC theory posits that attitudes are formed from two different types of evaluations:
―incorporating‖ evaluations and ―social comparison‖ evaluations. It assumes that incorporating
evaluations are automatically processed whereas social comparison evaluations require
additional effort to process. Evaluative Congruity describes the extent to which a consumer‘s
emotions with respect to the evaluative beliefs and attitudes he or she holds about the
consumption experience.
It can be applied to all types of services such as hospitality, retail, leisure, and healthcare.
Evaluative congruity has also been extended to other areas such as organizational behavior,
marketing, and management.

1.2 INDUSTRY PROFILE

HR Consulting
Human resource (HR) consulting, also referred to as human capital advisory or HRM consulting,

Spans advisory and implementation activities related to the management of an organization‘s

human capital and the HR function. The scope of services range from overarching work on
human capital strategy, to the design and deployment of a compensation & benefits framework,
down to the transformation of the HR function.

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HR consulting market:
The market for human resource consulting services is estimated to be worth $31 billion,
representing approximately 10% of the total global consulting market, making it the smallest of
the six main industry segments. During the crisis years, HR consulting was one of the chief
casualties within the recession of the consulting industry – according to analysts, spending on
human resource consulting contracted by 10% or more in mature geographies. Since 2011,
growth levels in the market have been restored and the revenue of HR consulting services has
seen a rise of around $1 billion per year. Annual growth percentages vary between 3.6% and
4.5%, with most recent years showing better performances. In the coming years, spending on HR
consultants is forecasted to continue to grow on the back of large trends in the human capital
domain such as an ageing workforce, continued mismatch on the labor market, the rising impact
of diversity /inclusion and the need to bring employee capacities in line with 21st century skill
sets.

HR consulting services:
The market for human resource consulting services consists of eight main disciplines:
Human Capital Strategy, Compensation & Benefits, Organizational Change, HR Function,
Talent Management, HR Analytics, Learning & Development and HR Technology. Human
capital strategy includes a variety of strategic work in the HR domain, such as defining a
corporate culture, organizational design, setting up a people strategy that supports key pillars in
the business, as well as the design of HR-related strategies in the area of diversity, recruitment
and talent management among others. Compensation & benefits, a segment also known as total
rewards, looks at all aspects of employee compensation and benefits from base and variable pay
to bonus schemes and other secondary benefits across the entire organization – from board level
to employees on the work floor. The discipline also includes pensions / retirement consulting,
and advisory services tied to health and welfare.

Organizational change encompasses the people side of change, aimed at successfully

guiding and embedding changes in organizational structure, ways of working, or cultural changes
within an enterprise. Change management stands at the heart of the service area, spanning
advisory expertise to tools and interventions, with leadership alignment, stakeholder

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Management, change interventions and cultural management being the main offerings.
Organizational change services can be sold as standalone offerings by consultancies. However,
they are typically bundled into larger functional transformations to safeguard the people side of
change. The HR function area focuses on all activities related to improving the functioning of the
human resource department. Offerings vary from developing and implementing an HR target or
delivery model, to the implementation of HR systems and technologies, or other HR
transformations that boost processes and organizational efficiency.

Talent management encompasses all activities required to recruit, retain and develop
talent, as well as establishing the right structure and processes to ensure that professionals can
perform optimally. Key propositions include strategic workforce planning – the science to
anticipate on present and future human capital needs by matching business goals with HR data –
recruitment & retention, workforce effectiveness and performance management. Through the rise
of data and new technologies, HR analytics has grown into a full-fledged service area within HR
consulting. HR analytics focuses on applying analytic processes to the human capital spectrum,
with the key objective of adding insights and value to HR activities.

The learning & development service line, also referred to as training & development, is
concerned with activities aimed at improving the performance of individuals and groups. The
scope ranges from organizational and competency development across leadership, departments
and functions to support the training and education needs of individuals. Learning &
development also includes the soft side of development, such as coaching and mentoring, as well
as the technological side of training, such as the development and implementation of learning
management systems. Lastly, HR technology is the field that specializes in all systems and tools
used in the HR department, including large ERP modules by SAP, Oracle or Microsoft, and more
niche solutions per functional domain.

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WORK OF HR CONSULTANTS:
Human resource consultants are generally hired by three types of clients. Firstly, HR
advisors support HR directors and managers of client organizations with improving the
performance of the HR function - examples include implementing an HR business partner
delivery model, redesigning HR processes or implementing a HRIS system. Secondly, HR
consultants are hired by clients – business, HR or works councils – to support broader human
capital issues. This can range from providing HR support on M&A programmers to managing a
cultural transformation or developing a new talent management strategy for critical business
functions. Lastly, HR consultants are typically staffed on large transformations to ensure that the
necessary people and human capital expertise is on board, complementing the traditional 'hard'
functional skills that are already part of the project. In this case, the client is often an internal
consulting department that leads the delivery of the engagement. For example: a Finance
Transformation programmed at a client will be led by the Finance service line, which will
subsequently call upon human capital consultants to lead areas such as leadership alignment,
change management, learning and communication.

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1.3 COMPANY PROFILE

Ma Foi‘s business consulting company has a rich history of helping small and medium
businesses pick up momentum with the right business strategies. Established in 1992 as a
recruiting company, Ma Foi expanded its services to help businesses across the globe with its
pool of experts and business transformation wizards.
The team of Ma Foi‘s management consultants has served more than 400 clients in the
last eight years, and the client portfolio keeps growing. With its industry-specific, deep
functional expertise, Ma Foi‘s management consulting services aim at delivering tangible and
scalable results for the clients.
Ma Foi‘s business process consulting services focus on helping companies improve their
HR, Legal and Compliance processes, and fine-tune the business growth and transformation
strategies.
Ma Foi‘s Strategic Consultants Pvt. Ltd. is a business consulting house promoted by
entrepreneurs Mr. K Pandiarajan and Mrs. Hemalatha Rajan in 2012. It is formed to provide
credible and high quality consulting advisory services especially to deliver high quality
consulting services to the Small and Medium Enterprises (SMEs). The prime drivers of Ma Foi‘s
growth are its

 Ability to analyse the stated and unstated needs of its clients

 Provide effective strategic solutions
 Support the clients in implementing the solutions and provide course corrections
 Ability to understand the market trends and provide contemporary solutions
 Ability to integrate different strands of organizational requirements, and
 Assist companies in balancing their managerial decisions to achieve the best outcome.

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 CIEL began its journey in Aug 2015 with the passion of rebuilding an HR services business
anchored on the values that the founders deeply believe in, right from the time they started Ma
Foi in 1992.
The vision is to emerge as one of the most respected HR services companies in the world
anchored on the values of growth, professionalism, dignity and diversity. CIEL promotes
learning with humility, serving with dignity and growing with integrity. Members of CIEL care
about customers deeply and deliver best-in-class solutions keeping the interest of all other
stakeholders in mind. CIEL will combine the power of technology with the capability of its
members to deliver value to its stakeholders through rigorous execution.

Skilled employees not only deteriorate your services but also negatively affects your brand
image.

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 Ma Foi Management consultants have HR experts help you set up employee-friendly
policies and strategies that motivate your workforce to stay with the organization and give in
their best. With an encouraging and attractive work culture, you create a positive ambience for
each of your employees and hence, set the stage for the betterment of your business. Our
leadership program focuses on cultivating the right managerial mindset in each of the employees
and gives them a sense of ownership towards the organization.

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Types of Services offered:

With the advent of Gig Economy, the temporary staffing requirement for the companies
is increasing day in and day out. Thus, companies are demanding a variety of HR services with

 Hiring
 Executive Search
 Perm recruitment
 RPO
 Staffing
 Pooling

A lot of flexibility into it. Recognizing the industry need, Ciel HR had produced a broad list
of services to be offered to the company.

Hiring:

There is a big gap between the companies in search of talents and people searching for
jobs with talents that the companies need. The hiring process is the bridge between these two,
helping the companies getting their needs solved and the people getting placed in a platform that
rightly exploits their talent. Ciel takes care of recruitment at all levels from executive to the
lower level Apart from the blue-collar job roles, Ciel works on all the lower level positions. 46
locations and is still in expansion mode with an aim to have 100+ branches soon.

The company now has around 750 clients in numerous industry verticals with the
Chennai base working mostly on the automobile and auto parts sector. Apart from being in India,
the Ciel HR made its Global presence in 2016 by having its new branch in Dubai The Unique
selling proposition of the Ciel HR is that the recruitment and staffing processes are driven by
technology and analytics. The Ciel HR claims that there is a conversion rate of 70% while the
market standard is 15-20%.

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Executive Search:

The Executive search in the hiring services is one of the most challenging job the
company faces. The attrition ratio is higher, but the important problem is that the conversion rate
and the availability of candidates are less. Thus, it requires much more dedication in doing such
job. The executive search includes the following things that should be kept in mind while doing
the job.

 Understanding the unique context of the role.

 Co-creating a search brief tailored to these unique requirements
 Using secondary research to identify target companies
 Assessing candidates with our unique competency profiling tool
 Providing a 30, 60 and 90-day engagement program with new hires

The Executive search process can be clearly understood by the following representation.

Executive Search Process:

 Search order Sign-off

 Search Plan
 Attract Potential Candidates
 Evaluate competency match
 Co-ordinate meetings
 Identify finalists
 Offer and Reference checks
 Keeping the other finalists warm
 30-60-90 day contact plan

26
Perm Recruitment:

Perm Recruitment covers the same recruitment process but to the middle level and lower
level positions. Since the positions are lower levels compared to the former, the availability of
candidates is more as the requisition of talents is comparatively less. The talent requisition is
always proportional to the CTC of the position and inversely proportional to the availability of
candidates. Thus, the perm recruitment does not need much expertise to work in. The next major
problem in it is the attrition ratio being lower in this category. Positions in this category are more
volatile as the candidate has the higher chance of getting convinced with a new position with a
slight increase in CTC.

RPO:

As a part of Business Process Outsourcing (BPO), Recruitment Process Outsourcing

(RPO) is growing these days, where the company will request for a dedicated HR for the
company. The HR from the recruitment agency will be working for the company under the
payroll of the agency themselves wherein the company needs to pay only for what they get.
Thus, the companies were no need to recruit a HR for themselves making the deal a mutually
benefit one. The advantages of RPO includes the following factors, End to end recruitment,
higher conversion ratio (as it is directly from the company), analytics driven assessments,
campus connect and vendor management. RPO differs from perm hiring and staffing in that it
assumes ownership of the design and management of the recruitment process and the
responsibility of results.

Staffing:

The advent of sharing economy paved way for the concept of access economy wherein,
the business rent property in case of selling. Similarly, in case of permanent recruitment, they
hire people temporarily for a project or a term. The concept is more common in abroad and is
growing in India too. The staffing process can be explained with the following representation.
The candidate will be under the Ciel payroll and the company can subscribe for the gears and
other services such as GPS tracking facilities for which they are charged separately. Ciel

27
provides constant support for the workforce and solve all issues related to the working
community, reducing the administrative pain to the company. The Ma Foi Analytics comes into
play in satisfying the gears that the contract workers need. The contract is usually made for a
project or a term of mostly 24 months.

Staffing Process:

28
Pooling:
The pooling service in Ciel is in inception level. It is an e-marketplace that pools
resources on bench and makes them available for short projects for companies. The talent
seekers can get to use the experienced talents and pay as they use. The talent givers can get to
utilize the bench better. It is more like freelancing and people can register their skills and their
familiar projects in which they can work for. If the company is need of a similar project to be get
done, they will approach the pool service provider and the right talents for their projects.

BUSINESS DEVELOPMENT OF CIEL HR:

Prelude:

Sourcing of clients is the biggest challenge the company is suffering from. The business
development project takes the challenge and pour in clients with need in various positions, while
choosing a client, we should ensure that whether the client could afford the compensation terms
with the agency. The benefit that the client gets when given the recruitment project to the
company is that the candidates that we are producing to the client for final interviewed are well
chosen, handpicked from millions of profiles that the company comes across. Thus, it is a
mutually beneficial one to join hands with the Ciel HR for recruitment process.

Industry Vertical:

As discussed earlier, the Chennai branch of Ciel HR is specialized in Automobile and

Auto parts manufacturing industry as the HR experts in the company are having hands-on
experience on the respective field. Apart from that, BFSL, FMCG, Construction, Entertainment
and Education industries are also concentrated. There are five SIPCOT zones in the south west
Chennai, near Sriperumbudur and two zones in North West Chennai near Gummidipoondi.
These are the zones where one could find around 1000 automotive companies from multinational
to rational level they may not be aware of the Ciel HR brand and its long legacy Ma Foi groups.

29
Executive Contact:

A list of companies was made that counts around 300 in number, concentrated mostly on
the automotive sector. Companies from other industry verticals were also chosen. The company
signed a contract with the Naukri giant to get access to the large pool of candidates who have
applied for jobs. An Application Tracking System (ATS) is developed by the Analytics team
from the Ma Foi group to access and store the resume easily and effectively. Options to shortlist
according to the client needs can also be done using it. The executive people or decision-making
people from the HR department of the company names are listed out. Their professional career
path can be visualized by using their LinkedIn profile.

By providing different keywords based on their professional career path, we can get the
resume of the executive from the portal Proper filters and keywords should be used to get the
proper list of presence of the expected profile. The Naukri database may provide the confirmed
or not confirmed contact number and a mail id of the Executive. The database is updated by the
collected details.

Apart from the ATS, there are many other ways that we can find the contact details of the
executive person. One such thing is Lusha. Lusha gives free 5 credits per month with which we
can find contact details of the LinkedIn profile we chose for a company at rate of one contact per
credit. Lusha works well on some profiles and in some, it goes wrong providing either wrong
contact details or no details at all

Database Management:

The contact details of the Executive people we have found so far is recorded in a
spreadsheet. We mostly use Google spreadsheets for recording as it is a perfectly synchronized
shareable sheet, which enables us to work on the same spreadsheet from different screens. We
will record all the details of the conversation that we have made with the client to have a track on
the company for future reference.

30
PITCHING:

Introduction:

Patching is the next grandiose thing that turns the whole scene upside down in business
development. Convincing a client in accepting the services and pricing model is a challenging
thing and it needs basic pitch to start up with.

Elevator Pitch:

The below given list is what we must talk to the client while pitching in. We should have a
personal connect with the client. We can ask whether they can remember us as we have spoken
to them last evening or something like that and should ask only if it happened earlier. If you can
get some time to extend the conversation even deeper, we can hear some industrial difficulties
that they are sharing with you.

Check identity:

Good morning sir/mam. Am I talking to (name)?

Self intro:

This is (bharath) from Ciel HR services, a subsidiary of Ma Foi foundation. Is it

appropriate time to talk to you?

Company intro:

Hope you know ma Foi group!? Ma Foi foundation is a 23-year-old recruitment company
started by Mr. K.P.R. we have pan India coverage with over 46 offices in 23 cities which include
the entire tier I and tier 2 cities of India.

31
USP:

To talk about our unique selling proposition, we have a well experienced team of HR
people with over 10 to 12 years of industrial exposure. And our strong technology driven
recruitment technique distinguishes our performance over other competitor agencies. And, our
service is so good that we filter the CVs and give you less options in selecting the final
candidates. Of that, we could assure that you will select more than 40% of the produced profiles.
Apart from this, the way we produce the profile to your desk shows our uniqueness in the
market. The profile we submit contains a three-page report about the candidate, that we make
with the help of our HR experts.

Services provided:

We are providing both permanent hiring and flexible staffing services. We do have lots of
clients more than 750 in various industry verticals and they are well satisfied with our service,

Fix appointment:

So, could you please spare us some time for a meeting in person, coming (Monday) or

(Tuesday), so that we could give you a good presentation about our service and your benefits

in getting our service.

Questions/replies:

1. How did you get my number?

We have a huge repository of executive contacts (and as you know Mr. K.P.R. has a wide
range of contacts)

2. I am Busy Right Now.

So, when will be the right to call you? (Can I call you back (tomorrow by 11.00 a.m.?) Or
(by 3.00 p.m.?))

32
3. Are you still under Randstad?

No, in 2012, Mr. K.P.R. exited the HR business with Randstad and started Ciel HR with
his wife, Mrs. Latha Rajan in August 2015. All other services are still under the name of Ma Foi.

4. What is your pricing mode!!

The pricing is based on the depth of service that is needed to be done.

5. Will it be costlier?

Let us have a talk on it.

6. Is your presence available overseas?

Yes, in Dubai and Uganda. Soon we are starting in the US.

7. I am not responsible for this

Can I get the contact details of the (person in-charge)?

8. I already told that there is no vacancy

You asked me to call back next week.

9. We are already working with another vendor

(Talk about USP)

10. I am not in Chennai

Is it possible to get the contact details of the HR Head?

33
Key clients of CIEL:

We can talk about our key clients while pitching in. The list of the key clients that we are
putting in should be relevant to the target company.

Industry Vertical Client Name

Automobile Daimler, TAFE, Scania, MAN, Mitsubishi, Bombardier, Essar

IT Flipkart, Amazon

Manufacturing Saint-Gobain, Essar O JSW

Courier DFL

Health care/Pharma Ranbaxy, Care, KMCH, Cauvery. Dr. Reddy's, Omega Healthcare,
Abbott, GSK, Amrutanjan

Finance Mahindra Home Finance, Standard Chartered, BNP Paribas, TVS

Credit, Yes Bank, IFMR, Royal Sundaram, Toyota Financial
Services, TATA AIA Life, Varam, Federal Bank, Lakshmi Vilas

Retail cafe coffee day, Chai Point, VKC, Metro, Jockey, Scott, Chissic
Polo, Marico, Priya, TT, Schmitten, Dhathri, Fine organics, AMI,
Bio-tech

Entertainment Wonderla

service JLL, Airtel, Everwood

34
ANALYSIS OF CIEL HR'S CLIENT BASE:

Data Collection:

The agreements signed so far by Ciel HR were digitalized recording distinctive features

of the agreement separately in a spreadsheet. With the help of analytics tools like Excel and

SPSS, we produced a clear detailed nature of the client base of the Ciel HR branch in Chennai

Brief analysis of Ciel HR's client base.

35
36
37
Our Aim:

Business Growth and Transformation:

Businesses today are striving to survive in the much-cluttered competitive digital space.
The ever-changing customer preferences and market structures add to the stagnation of small and
medium businesses. Our small business consulting panel aims at helping these businesses
penetrate the mainstream market and help them grow their profits by leaps and bounds.
Our business growth and transformation services solely focus on revamping their business
strategies after neck-deep research about the market structure and the likes of their target
audience. We have industry experts who take up each project based on their expertise and utilize
their knowledge and years of experience to help create a sustainable and skyrocketing business.

People and Culture:

A mismanaged and unhappy workforce can lead a business towards destruction. Even
with impeccable talent onboard, companies fail to create a long-lasting profitable business,
simply because people do not stick to them for long losing

Legal and Compliance Service:

Legal and compliance literacy is most important to run a business. Not having enough
awareness about the same is the most common reason why many businesses end up in a legal
crisis that could have been avoided. This disrupts the business and also tarnishes the brand image
among the stakeholders. Our team of legal and compliance experts helps businesses like these
with the rightful resources and guidance that keep all the unwanted complications at bay. We
ensure that our experts give out advice that suits the nature of your business. Our legal and
compliance services free up your business from routine legal and compliance matters while you
drive your business forward without any legal roadblocks and unwanted compliance challenges.

38
Industries We Serve:
We work in partnership with our clients towards achieving the common business goal.
Therefore, we have a pool of experts who have years of experience in helping businesses got
steady from scratch. Over the years, we have had clients from various business verticals across
the globe. Our impeccable services have made us one of the best business management
consulting firms in India. In particular, we are proficient in handling business consulting services
for the following

Industries:

 Banking and Financial Institution

 Manufacturing
 IT Services and Technology
 Automotive
 Agri and Allied
 Beauty and wellness
 Food and Food Processing
 Public sector
 Transport and Logistics
 Not for profit organization

Location We Serve:
We manage our global clients through the offices located at:

 Chennai
 Mumbai
 Pune
 Hyderabad
 Bangalore
 Gurgaon
 Baroda
 Kolkata

39
LEADERS:
 K Pandiarajan (KPR) is the Founder of Ma Foi (KPR) holds a Masters in Business
Administration (PM & IR) from Xavier Labour Relations Institute (XLRI), and a B.E.
(Hons.) degree in Engineering).
 HEMALATHA RAJAN
Latha is a co-founder of Ma Foi and Director at Ma Foi Strategic Consultants Pvt.

 Aditya Narayan Mishra

Director & Group CEO

 Santhosh Nair
Director & Group COO

Vision:

To become most valued and credible business consulting house.

Mission:
Deliver tangible and sustainable results for clients by combining our expertise with client
insights and our experience. We maintain high levels of professional rigour all through an
assignment right from the discovery to the final bits of delivery.

40
1.4 OBJECTIVES OF THE STUDY:

PRIMARY OBJECTIVE:
 To know the level of customer satisfaction towards CIEL HR Services.

SECONDARY OBJECTIVES:
 To analysis the expectation of customers regarding the services offered by the company.
 To study the various level of services offered by the CIEL HR Services.
 To understand various problems faced by customers of CIEL HR Services.

1.5 NEED OF THE STUDY:

Customer satisfaction survey is a systematic process for collecting customer data, analyzing
this data to make it into actionable information, driving the results throughout an
organization and implementing satisfaction survey is a management information system that
continuously captures the voice of the customer through the assessment of performance
from the customers' point of view.

1.6 PROBLEM OF STATEMENT:

Since (Ma Foi) CIEL is one of the most popular hr services in India, there is a high need to
understand whether the customers are fully satisfied to the services they are providing or not
the problem occurs when if the customer does not satisfy with services.

41
CHAPTER – II

42
 CHAPTER - II
REVIEW OF LITERATURE OF THE STUDY
2.1 INTRODUCTION:
A literature review is a comprehensive summary of previous research on a
topic. The literature review surveys scholarly articles, books, and other sources relevant to
a particular area of research.

The review should enumerate, describe, summarize, objectively evaluate and clarify this
previous research. It should give a theoretical base for the research and help you (the author)
determine the nature of your research. The literature review acknowledges the work of previous
researchers, and in so doing, assures the reader that your work has been well conceived. It is
assumed that by mentioning a previous work in the field of study, that the author has read,
evaluated, and assimilated that work into the work at hand.

A literature review creates a "landscape" for the reader, giving her or him a full
understanding of the developments in the field. This landscape informs the reader that the author
has indeed assimilated all (or the vast majority of) previous, significant works in the field into
her or his research.

2.2 REVIEW OF LITRATURE:

 Grigoroudis, E and Siskos, Y (2009) defines, "...a customer is any organization or

individual with which you have done business over the past twelve months".

 Customer Satisfaction - Definitions Satisfaction has been broadly defined by Vavra, T.G.
(1997) as a satisfactory post-purchase experience with a product or service given an
existing purchase expectation.

 Howard and Sheth (1969)5 According to Westbrook and Reilly (1983) define
satisfaction as, "The buyer's cognitive state of being adequately or inadequately rewarded
for the sacrifices he has undergone" .

 Customer satisfaction is "an emotional response to the experiences provided by.

associated with particular 32 products or services purchased, retail outlets, or even molar
patterns of behavior such as shopping and buyer behavior, as well as the overall market
place" Oliver (1981)

43
 The definition offered by Hunt (1977) put forward a definition as, "the summary
psychological state resulting when the emotion surrounding disconfirmed expectations is
coupled with the consumers' prior feelings about the consumption experience‖.

 Customer/consumer satisfaction is "an evaluation that the chosen alternative is consistent

with prior beliefs with respect to that alternative" -Definition by Engel and Blackwell
(1982) is "an evaluation rendered that the (consumption) experience was at least as good
as it was supposed to be"

 Berry and Parasuraman (1991) define as, "the consumer's response to the evaluation of the
perceived discrepancy between prior expectations (or some other norm of performance) and
the actual performance of the product/service as perceived after its consumption" .

 Argue that since customers' satisfaction is influenced by the availability of customer

services, the provision of quality customer service has become a major concern of all
businesses. Customer satisfaction is typically defined as a post consumption evaluative
judgment concerning a specific product or service.

 It is the result of an evaluative process that contrasts prepurchase expectations with

perceptions of performance during and after the consumption experience.

 Oliver (1981)14 defines customer satisfaction as a customer's emotional response to the

use of a product or service. Anton (1996)15 offers more elaboration: "customer
satisfaction as a state of mind in which the customer's needs, wants and expectations
throughout the product or service life have been met or exceeded, resulting in subsequent
repurchase and loyalty"

 Merchant Account Glossary points out that, "Customer satisfaction is an ambiguous and
abstract concept and the actual manifestation of the state of satisfaction will vary from
person to person and produce service to produce/service...."
 Anton (1996) offers more elaboration: "customer satisfaction as a state of mind in which
the customer's needs, wants and expectations throughout the product or service life have
been met or exceeded, resulting in subsequent repurchase and loyalty".

 Merchant Account Glossary points out that, "Customer satisfaction is an ambiguous and
abstract concept and the actual manifestation of the state of satisfaction will vary from
person to person and produce service to produce/service...."

44
 Schiff man and Kamak (2004)17 Woodruff and Gardian (1996) defines customer
satisfaction as "The individual's perception of the performance of the product or service
in relation to his or her expectations".

 Hung (1977), ".... satisfaction is a kind of stepping away from an experience and
evaluating it... One could have a pleasurable experience that caused dissatisfaction
because even though it was pleasurable, it wasn't as pleasurable as it was supposed to be.
So satisfaction/dissatisfaction isn't an emotion, it's the evaluation of the emotion", define
"Satisfaction, then, is the evaluation or feeling that results from the disconfirmation
process. It is not the comparison itself (Le, the disconfirmation process), but it is the
customer's response to the comparison. Satisfaction has an emotional component."

 Oliver (1977)20 some of the definitions available from web are compiled below:
"Customer satisfaction, a business term, is a measure of how products and services
supplied by a company meet or surpass customer expectation". Defines "Satisfaction is
the consumer's fulfillment response. It is a judgment that a product or service feature, or
the product of service itself, provided (or is providing) a pleasurable level of
consumption- related fulfillment, including levels of under- or over-fulfillment.

 "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" 22 34 "Comparison of expectations versus perception of experience". "A
customer's perception of the degree to which their requirements have been fulfilled."

 According to Business Dictionary, customer satisfaction is, "Degree of satisfaction

provided by the goods or services of a firm as measured by the number of repeat
customers,‖.

 Definitions Peter Jones and Andrew Lockwood (2002) • According to Dictionary of

American History provide a simple definition for hotel as, "an operation that provides
accommodation and ancillary services to people away from home."

45
 Hotel industry is a large and highly diverse industry that includes a wide range of
property styles, uses and qualities. "The primary purpose of hotels is to provide travellers
with she her, food, refreshment, and similar services and goods, offering on a commercial
basis things that are customarily furnished within households but unavailable to people
on a journey away from home".

 Peter Jones and Andrew Lockwood (2002) defines a hotel as "a, usually large, house run
for the purpose of giving travelers food, lodging etc." Further add, "an operation that
provides accommodation and ancillary services to people away from home."

 O'Fallon and Rutherford (2010), in "Hotel Management and Operations" define

"hospitality is the cordial and generous reception and entertainment of guests or
strangers, either socially or commercially" (p.173).

 Vavra, T.G. (1997) in his book suggests specific programmers to improve the
measurement of customer satisfaction in an organization. The author describes five 36
critical skills required for this task viz sampling/customer-participant selection,
questionnaire design, interviewing/survey administration, data analysis, and quality
function deployment-building action plans.

 Willard Hom (2000)36 presents two broadly classified customer satisfaction models.
Viz Macro-modek, which place the customer satisfaction among a set of related
constructs in marketing research and Micro-models, which theorize the elements of
customer satisfaction. The paper also gives various models of customer satisfaction from
the perspective of the marketing research discipline. The concepts viz. value, quality,
complaining behavior, and loyalty are labelled as 'macro-models.

 The study by Alex M. Susskind (2002) examines how the nature of service failure
together with the restaurant's service-recovery effort influences customers' intentions to
return to the restaurant and their subsequent word-of-mouth communication regarding the
incident and the restaurant. The study shows how word-of-mouth commmication

46
 materializes from service experiences. The author argues that the consumers evaluate the
components of service viz

 Sachin Gupta et al (2007)38 demonstrate a methodology to quantify the links between

customer satisfaction, repeat-purchase intentions, and restaurant performance. The
authors has constructed a series of mathematical models using the data from a national
restaurant chain, that predict how the level of customer satisfaction with certain attributes
of gusts' dining experience affects the likelihood that they will come back. The authors
constructed two different models for this study.

 Gabbott Mark (2000), quotes several psychological studies which show that non-verbal
behavior by the service provider affects service evaluation, because the quality of
interaction between the customer and the service provider influences the customers'
perception of Service Quality.

 Lovaglio (2001), critically analyzed the satisfaction of consumers towards

products/services offered; in the evaluation of services the conceptual models proposed
for the indirect estimate of the CS go back to the theory of gaps between service and
those perceived, separately for the five fundamental dimensions of SERVQUAL. The
aim of the paper is to propose a general model to estimate the latent variable customer
satisfactions, which manifest into categorical variables. The approach amalgamates all
the available information about customer satisfaction in the structural models specified in
the Customer Satisfaction Barometer (CSB) and American customer satisfaction index
(ACSI) model with gap theory of SERVQUAL.

 Zeithmal, Valarie A, Berry, Leonard L, Parasuraman, A. (1993), developed a conceptual

model for customer service expectations based on 16 focused group interviews with
customers of various service industries. The model states the distinction between customer
satisfaction and service quality assessment within a single framework by specifying three
different levels of customer expectations that is, desired service, which reflects what

47
 customers want, adequate service, the standard that customers are willing to accept, and
predicted service, the level of service customers believe is likely to occur.

 Parasuraman (2002), observed in his article that companies delivering services must
broaden their examination of productivity from the conventional company oriented
perspective to a dual company customer perspective. This broadened approach can help
reconcile conflicts - the leverage synergies - between improving service quality and boosting
service productivity. This article proposed a conceptual frame work for understanding the
inter-linkages among service quality and the various components of the company-customer
perspective of productivity and discusses the implications of the frame work for service
executives and researchers.

 The study of Mimit Chowdhary and Monika Prakash (2007), was undertaken with a
purpose to investigate whether generalization in importance of Service Quality dimensions is
possible. Service providers are often not sure of the amount of tangibilization necessary and
the right mix of other service quality dimensions reliability, assurance, empathy,
responsiveness and the role of price added by the researcher.

 William E Jackson III, Purushottaman Nandakumar, Aleda V Roth, (2003). suggest that
the optional level of Service Quality depends critically on the competitive structure of the
market, the degree of demand and the ease of imitation of competitors' service quality
innovations.

 Mimit Chowdhary, Monika Prakash (2007), undertook a study was undertaken with a
purpose to investigate whether generalization in importance of Service Quality dimensions is
possible. Service providers are often not sure of the amount of tangibilization necessary and
the right mix of other service quality dimensions- Reliability, Assurance, Empathy,
Responsiveness and the Role of Price added by the Researcher.

48
 Riadh Ladhari (2008), in his paper identifies and discusses the key conceptual and
empirical issues which should be considered in the development of alternative industry-
specific measurement scales of service quality (other than SERVQUAL). The Study
identifies the deficiencies in some of the alternative Service Quality measures; however, the
identified deficiencies do not invalidate the essential usefulness of the scales. The Study
makes constructive suggestions for the development of future scales.

 Nusair et al (2010), in their Study investigated the effects of price discount frames and price
discount levels on consumer perceptions about the quality of the service product, the value of
the discount, their purchase intentions etc., The Study included Restaurants, Mailing Service,
and Retail Services. The study showed that the price discount frames and the discount levels
do affect the Consumers' Perceptions on the Value of the Discount and the Quality of the
Service.

 Ofer H. Azar analyses whether tipping would improve the Service Quality and increase
economic efficiency, as tips are incentives to provide the best service and consequently
allows avoiding costly supervision of workers. The Study argues that the common notion is
wrong. The author illuminates the reasons for the increased interest in tipping that the firms
concerned benefit from better understanding of various issues related tipping. Secondly,
tipping has become a social norm and a form of consumer behavior. The author claims that
this was the first article to expose the inconsistency between the two market characteristics,
i.e. tips are hardly affected by Service Quality and service quality is ranked as being high by
customers. The study concludes that tips are not directly proportional to Service Quality and
additional measures should be employed to warrant good Service Quality.

 Garvin (1984) believed that service quality derives not from the customers' objective
evaluation but from the subjective recognition of service. It is also considered as an attitude
about an overall evaluation of service.

49
 Bitner, M.J. Booms, B.H. & Mohr, L.A. (1994), proposed that Service Quality comes from
the subjective decisions. Therefore, it is always better to be defined as a subjective perception
referring to the evaluation of the service that the customer encountered and focused
especially on interactions with the service provider. The main responsibility of the hoteliers
is the delivery of quality service to the customers suggesting that to be successful in the
industry, Hoteliers must provide with customer satisfaction.

 It refers to one of fundamental view of marketing (Bawa, 2011). It refers to consequence of

marketing processes in context to marketing oriented firms (Sandada & Matibiri, 2016). The
primary task of utmost importance for these firms, particularly in case of service operators
(Bawa, 2011). Satisfying clients is more complicated than making them happy for buying
goods due to complicated and multilayered nature of services (Farooq et al., 2018).
Furthermore, it is essential to retain customers by satisfying them in context of service
industries. (Kim & Lee, 2011). It was observed that for acquiring new clients expenditure
incurred is five times higher than amount spend on satisfying as well as retaining them.
(Sandada & Matibiri, 2016).

 Several elements affects satisfaction level of customer and it is affected by perceived service
quality (Zeithaml and Bitner, 1996). Better level of quality of services, more satisfied will be
customers. Moreover perceived worth as well as price along with personal and situational
aspects also influence satisfaction level of customers. It incorporates' client relationship',
'reliability',"empathy', 'technology', dedication or 'maintaining privacy (Moslehpour et al.,
2017).
 Firm's performance along with behavior of consumers has significant impact on customer
satisfaction. Numerous analysts favoured that it positively affects profitability, share of
market in addition to firm return on investment (Ekiz, Hussain and Bavik, 2006; Oliver,
2010). Satisfied clients reduce selling expenditure of firms since it is more prudent to satisfy
clients as in comparison to attract fresh clients. (Anderson, Fornell and Lehmann, 1994).
Also, having foundation of satisfied clients is mark for common strength of an organization
(Alotaibi, 2015). It increases goodwill of firm as satisfied customers regularly take part in
positive idle talk and prescribe firm to other people (Nadiri et al., 2008, Anderson, Fornell

50
 and Lehmann, 1994). All things considered, these clients repurchase an item or service of an
organization which can in long run lead to client loyalty (Anderson, Fornell and Lehmann,
1994). Also, change in price is easily borne by the customers due to the fact that they give
importance to advantages they get through from purchasing or utilization of goods or
services. Furthermore, satisfied clients are not having issues to complain thus firm needs to
contribute fewer assets for maintaining return, improve on faulty items as well as maintaining
complaints (ibid.). In a business of airlines, there is high level of rivalry in entry as well as
exit restrictions are controlled (Sandada and Matibiri, 2016). Therefore, consumer loyalty
might assist with protecting clients from cut-throat competition as well as hold them
(Anderson, Fornell and Lehmann, 1994).

 In a market economy, the cliche "the customer is king" is well known and never failing in its
veracity. TQM's purpose is customer satisfaction to a degree that his/her expectations are to
be not only met but also exceeded. 'So delight the customer'. Edwards Deming said so that
he/she continues to do repeat business with the organisation. Customer satisfaction should be
the primary driving force of most of the TQM initiatives. The development of customer
orientation, involves building stronger relationships between the marketer and the customer
which may provide high levels of customer retention and significant opportunities for
increased sales.

 We all know about Mahatma Gandhi's famous saying, "A customer is the most important
visitor on our premises. He is doing us a favour by giving us an opportunity to serve him".

 Stressing on the customer satisfaction and its significance in the business, it is said by Sir
Richard Greenbury, Chairman, and Marks & Spencer: "We do not need financial pundits to
tell us how to run our business; we have customers who tell us." Yoshiro Okishima, General
Manager, Minolta said: "The customer prizes are the ones that count."

 A business cannot survive without satisfied customers. However, in most of the companies,
only a small proportion of management effort is spent on customers. World over those
companies who have prospered by aligning the business around customer needs, plan to

51
 spend more time this way. Attracting customers today is very tough. Losing them is
disastrous. Therefore, to-day, just satisfying the customers may not be enough. The
competitive edge would only come from customer delight.

 When a company seeks a major improvement, the customer is the primary driving force.
Obviously, the external customer who pays for the service is important in winning or losing
customers. But who is he or she? Which one? Do we respond to the needs of the big
customer or the small one? The demanding one or the passive one? The immediate purchaser
or the consumer? It may be noted that customers are thepeople but consumers are the
statistics. The reality is that, we will be dealing with many customers on a continuous basis
and they are all important to us. In a quality organisation, the customer is a generic word for
the receiver of the service. For every transaction, we must have a customer a person to tell us
whether we have got it right or not. Without an identified customer, we should question why
are we doing this activity? With an identified customer, we can find out what is needed? If
everyone is thinking the 'customer' in this way, a strong movement for improvement is
created.

 Service quality can be defined as the conformance to customer requirements in the delivery
of a service (Chakrabarty et al., 2007). Service quality is important to service firms because it
has been shown to increase profit levels, reduce costs, and increase market shares
(Parasuraman et al., 1985). Moreover, service quality has been shown to influence purchase
intentions (Sullivan and Walstrom, 2001), and is used by some firms to strategically position
themselves in the market place (Brown and Swartz, 1989)". Service quality is an abstract and
elusive construct, and in the absence of objective measures, consumers' perception of service
quality is commonly assessed. Among the measurement instruments used to assess service
quality. SERVQUAL (Parasuraman et al., 1988)", SERVPERF (Cronin and Taylor, 1992),
and the Retail Service Quality Scale (RSQS) (Dabholkar et al., 1996) have been the most
prominent and most widely used instruments. Parasuraman et al. (1988) introduced
SERVQUAL, a 22-item instrument that assesses five dimensions of service quality. The five
dimensions are:

52
1) Tangibles - physical facilities, equipment, and appearance of personnel,
2) Reliability - ability to perform the promised service dependably and accurately,
3) Responsiveness willingness to help customers and provide prompt service,
4) Assurance - knowledge and courtesy of employees, and their ability to inspire trust and
confidence and,
5) Empathy - caring, individualized attention the firm provides to its customers. The
SERVQUAL instrument has demonstrated both excellent validity and reliability (Babakus and
Boiler, 1992; Bolton and Drew, 1991; Cronin et al., 1992)" and applied to different industries,
such as professional services (Freeman and Dart, 1993), health care (Lam, 1997), tourism (Tribe
and Snaith, 1998), business school (Pariseau and McDaniel, 1997), and information systems
(Kettinger and Lee, 1994)¹.

53
CHAPTER - III

54
 CHAPTER - III
RESEARCH METHODOLOGY OF THE STUDY

3.1 INTRODUCTION:
This chapter gives a brief overview of how the project report was prepared in terms of
data collection and the tools which were used to draw conclusion for the study. Research
methodology is the specific procedures or techniques used to identify, select, process, and
analyze information about a topic. In are search paper, the methodology section allows the reader
to critically evaluate a study's overall validity and reliability.

RESEARCH:
Research is a process of systematic inquiry that entails collection of data, documentation
of critical information, and analysis and interpretation of that data or information, in accordance
with suitable methodologies set by specific professional fields and academic disciplines.

3.2 SAMPLING DESIGN:

It refers to the technique or the procedure the researcher would adopt to collect the data
required for the research. The data for the study which includes the awareness of the product was
collected from the consumers. The data that was taken into consideration was of the consolidated
business of the companies.

3.3 RESEARCH DESIGN:

Research design is the specification of methods and procedures for acquiring the
information needed to structure and to solve problems. The research design adopted here is
exploratory. It is based on the primary data collected. Exploratory research continues of domain
flexible so that many different facts of a problem may be considered as and when they arise and
come to the notice of the researcher. The researcher tried to cover the various areas which a
customer goes dis-satisfied.
The researcher going direct through the customer view. The researcher tried to notice
about customer‘s satisfaction about CIEL HR SERVICES.

55
3.4 DATA COLLECTION METHODS:
The data was collected using both primary data collection methods as well as secondary
collection methods.

Primary data:
Primary data for this study is based on the data collected from the sample population with
the help of questionnaire. Information was collected with the help of formal discussion with the
respondents.

Secondary data:
Secondary data required for the study were collected through various secondary sources. This
include
 Library references
 Journals
 Magazines,
 Websites and
 Previous studies.

3.5 SAMPLE SIZE:

Sample size used for the study is 120

3.6 SAMPLING PROCEDURE:

Convenience sampling technique has been followed in this study with a sample size of
120.

3.7 AREA OF STUDY:

MADURAI.

3.8 PERIOD OF STUDY:

Period of study was 45 days.

56
3.9 RESEARCH INSTRUMENT:
The research Instrument used for this study is the QUESTIONNAIRE.

3.10 STATISTICAL TOOLS USED:

Statistical tools like mean score, percentage, average etc. were used in study for the
purpose of analysis of data. Charts, figures and graphs were also used in order to make the data
more represent able and easy to understand. The tool used in this study was.
 CHI – SQURE
 PERCENTAGE ANALYSIS

3.11 LIMITATIONS OF THE STUDY:

 The study covers the Madurai region only and due to the limited sample size, the facts
relabeled in the study may not generalize.
 The findings of the survey may not be truly representative of the market as the project has
a limited scope
 There are chances of bias in the data collected from the respondents. The data given by
the respondents may limit to their own knowledge, feelings and awareness.

57
CHAPTER – IV

58
DATA ANALYSIS AND INTERPRETATIONS OF THE STUDY:

TABLE 4.1: SHOWING THE AGE OF RESPONDANTS:

AGE RESPONDANTS
SR.NO
18 – 28 24
1
29 – 38 73
2
39 - 49 23
3
120
TOTAL

SOURCE: Primary data

INTERPRETATION:
TABLE 1 indicates the 73 respondents belong to age group of 29 – 38 and 24
respondents belong to age group of 18 – 28 and 23 respondents belong to age group of 39 –
49.
INTERFACE:
Majority of Respondents are belongs to 29 – 38 age group.

CHART 4.1

RESPONDANTS
80
70
60
50
40
30 RESPONDANTS

20
10
0
18 - 28 29 - 38 39 - 45

59
TABLE 4. 2: SHOWING THE GENDER RESPONSEES:

SR.NO GENDER RESPONDANTS PECENTAGE

1 MALE 98 81.7

2 FEMALE 22 18.3

TOTAL 120 100

SOURCE: Primary data

INTERPRETATION:

TABLE 2 indicates the 98 respondents are male and 22 respondents are female.
.

CHART 4.2

120

98
100

81.7
80

60

40

22
18.3
20

0
RESPONDANTS PECENTAGE

MALE FEMALE

60
TABLE 4. 3: Showing the service you find most useful:
SR.NO SERVICES RESPONDANTS PERCENTAGE

HIRING 42 35
1
RECRUITMENT PROCESS 50 41.7
2
STAFFING 16 13.3
3
PAYROLL 8 6.7
4
BPO/RPO 4 3.3
5
120 100
TOTAL

SOURCE: Primary data

INTERPRETATION:
TABLE 3 indicates the 42 respondents are like to prefer hiring and 50
respondents are like to prefer recruitment process and 16 respondents are like to
prefer staffing and 8 respondents are like to prefer payroll and 4 respondents are
like to prefer BPO/RPO.
CHART4.3
60
50
40
30
20
10
0
RECRUITM
HIRING ENT STAFFING PAYROLL BPO/RPO
PROCESS
RESPONDANTS 42 50 16 8 4
PERCENTAGE 35 41.7 13.3 6.7 3.3

61
TABLE 4. 4: Showing the service provided by the company is upto your expectations:
EXPECTATIONS RESPONDANTS PERCENTAGE
SR.NO
HIGHLY SATISFIED 68 56.7
1
SATISFIED 35 29.2
2
NEUTRAL 9 7.5
3
DISSATISFIED 5 4.2
4
HIGHLY 3 2.5
5
DISSATISFIED
120 100
TOTAL

SOURCE: Primary data

INTERPRETATION
TABLE 4 indicates the 68 respondents are highly satisfied and 35 respondents are
satisfied and 9 respondents are neutral and 5 respondents are dissatisfied and 3 respondents
are highly dissatisfied.

CHART 4.4
80
68
70
60 56.7

50
40 35
29.2
30
20
9 7.5
10 5 4.2 3 2.5
0
HIGHLY SATISFIED NEUTRAL DISSATISFIED HIGHLY
SATISFIED DISSATISFIED

respondants

62
TABLE 4.5: showing your opinion about the quality of service provided by the
company.
SR.NO EXPECTATIONS RESPONDANTS PERCENTAGE

HIGHLY SATISFIED 55 45.8

1
SATISFIED 40 33.3
2
NEUTRAL 16 13.3
3
DISSATISFIED 5 4.2
4
HIGHLY 4 3.3
5
DISSATISFIED
120 100
TOTAL

SOURCE: Primary data

INTERPRETATION:
TABLE 5 indicates the 55 respondents are highly satisfied and 40 respondents are
satisfied and 16 respondents are neutral and 5 respondents are dissatisfied and 4 respondents
are highly dissatisfied.
.CHART 4.5

RESPONDANTS PERCENTAGE

55

45.8
40
33.3

16
13.3
5 4.2 4 3.3

HIGHLY SATISFIED NEUTRAL DISSATISFIED HIGHLY

SATISFIED DISSATISFIED

63
TABLE 4. 6: Showing how likely is you to recommend our service to your friends or
colleagues.
SR.NO EXPECTATIONS RESPONDANTS PERCENTAGE

VERY GOOD 66 55
1
GOOD 36 30
2
NEUTRAL 11 9.2
3
BAD 5 4.2
4
VERY BAD 2 1.7
5

120 100
TOTAL

SOURCE: Primary data

INTERPRETATION:
TABLE 6 indicates the 66 respondents are very good and 36 respondents are good and 11
respondents are neutral and 5 respondents are bad and 2 respondents are very bad.
CHART 4.6
70

60

50 55

40

30 RESPONDANTS
30 PERCENTAGE
20

10
9.2 4.2 1.7
0
VERY GOOD NEUTRAL BAD VERY BAD
GOOD

64
TABLE 4.7: Showing the Company is providing reasonable price for its service.
EXPECTATIONS RESPONDANTS PERCENTAGE
SR.NO
STRONGLY AGREE 59 49.2
1
AGREE 40 33.3
2
NEUTRAL 12 10
3
DISAGREE 6 5
4
STRONGALY 3 2.5
5
DISAGREE
120 100
TOTAL

SOURCE: Primary data

INTERPRETATION:
TABLE 7 indicates the 59 respondents are strongly agree and 40 respondents are agree
and 12 respondents are neutral and 6 respondents are disagree and 3 respondents are strongly
disagree.
CHART 4.7
70
59
60
49.2
50
40
40 33.3
30
20
12 10
10 6 5 3 2.5
0
STRONGLY AGREE NEUTRAL DISAGREE STRONGALY
AGREE DISAGREE

RESPONDANTS PERCENTAGE

65
TABLE 4. 8: Showing the company website is providing enough information about
their services.
SR.NO EXPECTATIONS RESPONDANTS PERCENTAGE

STRONGLY AGREE 67 55.8

1
AGREE 37 35.8
2
NEUTRAL 9 7.5
3
DISAGREE 2 1.7
4
STRONGALY 5 4.2
5
DISAGREE
120 100
TOTAL

SOURCE: Primary data

INTERPRETATION:
TABLE 8 indicates the 67 respondents are strongly agree and 37 respondents are agree
and 9 respondents are neutral and 2 respondents are disagree and 5 respondents are strongly
disagree.
CHART 4.8

RESPONDANTS PERCENTAGE

67
55.8

37 35.8

9 7.5 5 4.2
2 1.7

STRONGLY AGREE NEUTRAL DISAGREE STRONGALY

AGREE DISAGREE

66
TABLE 4. 9 Showing the service over our competitor’s
SERVICES RESPONDANTS PERCENTAGE
SR.NO
SERVICE QUALITY 61 50.8
1
PRICE 32 26.7
2
TYPES OF 16 13.3
3
SERVICES
RESPONSES OF 11 9.2
4
THE STAFFS
120 100
TOTAL

SOURCE: Primary data

INTERPRETATION:
TABLE 9 indicates the 61 respondents choose service quality and 32 respondents choose
price and 16 respondents choose types of services and 11 respondents choose responses of
the staffs.
CHART 4.9
70
61
60
50.8
50
40
32
30 26.7

20 16
13.3 11 9.2
10
0
SERVICE QUALITY PRICE TYPES OF SERVICES RESPONSES OF THE
STAFFS

RESPONDANTS PERCENTAGE

67
TABLE 4. 10 Showing How helpful was the assistance the company’s support team
provided
EXPECTATIONS RESPONDANTS PERCENTAGE
SR.NO
VERY GOOD 60 50
1
GOOD 42 35
2
NEUTRAL 9 7.5
3
BAD 6 5
4
VERY BAD 3 2.5
5

120 100
TOTAL

SOURCE: Primary data

INTERPRETATION:
TABLE 10 indicates the 60 respondents are very good and 42 respondents are good and 9
respondents are neutral and 6 respondents are bad and 3 respondents are very bad.
CHART 4.10
70
60
60
50
50
42
40 35

30

20
9 7.5
10 6 5 3 2.5
0
VERY GOOD GOOD NEUTRAL BAD VERY BAD

RESPONDANTS PERCENTAGE

68
TABLE 4. 11 Showing how you came to know about the company.
SR.NO SERVICES RESPONDANTS PERCENTAGE

FRIENDS 24 20
1
COLLEGUES 16 13.3
2
SOCIAL MEDIA 56 46.7
3
ADVERTISMENT 24 20
4
120 100
TOTAL

SOURCE: Primary data

INTERPRETATION:
TABLE 11 indicates the 56 respondents are known by social media and 24 respondents
are known by advertisement and 24 respondents are known by friends and 16 respondents are
known by colleges.

CHART 4.11

60 56

50 46.7

40

30 24 24
20 20
20 16
13.3
10

0
FRIENDS COLLEGUES SOCIAL MEDIA ADVERTISMENT

RESPONDANTS PERCENTAGE

69
TABLE 4.12 Showing the Are you following the company on social media
CRITIREA RESPONDANTS PERCENTAGES
SR.NO
YES 86 69.2
1
NO 34 30.8
2
120 100
TOTAL

SOURCE: Primary data

INTERPRETATION:
TABLE 21 indicates the 86 respondents are choose Yes and 34 respondents are choose
No.

CHART 4.12

100
90 86
80
69.2
70
60
50
40 34 30.8
30
20
10
0
RESPONDANTS PERCENTAGES

YES NO

70
TABLE 4. 13: Showing how much time did the companies’ support team take to
resolve your issue.
SR.NO EXPECTATIONS RESPONDANTS PERCENTAGE

MINUTE 74 61.7
1
HOUR 23 19.2
2
DAY 13 10.8
3
WEEK 9 7.5
4
MONTH 1 0.8
5

120 100
TOTAL

SOURCE: Primary data

INTERPRETATION:
TABLE 13 indicates the 74 respondents are choose minute and 23 respondents are
choose hour and 13 respondents are choose day and 9 respondents are choose week and 1
respondents are choose month.
CHART 4.13
80 74
70
61.7
60
50
40
30 23
19.2
20 13 10.8
9 7.5
10
1 0.8
0
MINITUE HOUR DAY WEEK MONTH

RESPONDANTS PERCENTAGE

71
TABLE 4.14: Showing the behavior of service agents’ towards the customer.
SR.NO EXPECTATIONS RESPONDANTS PERCENTAGE

HIGHLY SATISFIED 66 55
1
SATISFIED 37 30.8
2
NEUTRAL 12 10
3
DISSATISFIED 2 1.7
4
HIGHLY 3 2.5
5
DISSATISFIED
120 100
TOTAL

SOURCE: Primary data

INTERPRETATION:
TABLE 14 indicates the 66 respondents are highly satisfied and 37 respondents are
satisfied and 12 respondents are neutral and 2 respondents are dissatisfied and 3 respondents
are highly dissatisfied.
.
CHART 4.14
70 66

60 55
50
40 37
30.8
30
20
12 10
10 3 2.5
2 1.7
0
HIGHLY SATISFIED NEUTRAL DISSATISFIED HIGHLY
SATISFIED DISSATISFIED

RESPONDANTS PERCENTAGE

72
TABLE 4.15: showing the customer service staff meets the expectations .
EXPECTATIONS RESPONDANTS PERCENTAGE
SR.NO
STRONGLY AGREE 65 54.2
1
AGREE 34 28.3
2
NEUTRAL 14 11.7
3
DISAGREE 5 4.2
4
STRONGALY 2 1.7
5
DISAGREE
120 100
TOTAL

SOURCE: Primary data

INTERPRETATION:
TABLE 7 indicates the 65 respondents are strongly agree and 34 respondents are agree and
14 respondents are neutral and 5 respondents are disagree and 2 respondents are strongly
disagree.

CHART 4.15.
70 65
60 54.2
50
40 34
28.3
30
20 14 11.7
10 5 4.2 2 1.7
0
STRONGLY AGREE NEUTRAL DISAGREE STRONGALY
AGREE DISAGREE

RESPONDANTS PERCENTAGE

73
 The 16 chart showing the Rate of the customer‘s opinion about the companies service
provided to the customer as a whole from 1 to 10.

SOURCE: Primary data

INTERPRETATION:
The chart 16 indicates the rating 10 shows 38respondants ,rating 9 shows 22respondants
,rating 8 shows 2respondants ,rating 7 shows 10respondants , rating 6 shows 11respondants ,
rating 5 shows 8respondants ,rating 4 shows 3respondants , rating 3 shows 7respondants ,
rating 2 shows 8respondants , rating 1 shows 10respondants.

CHART 4.16

74
 CHI SQUARE TEST

TABLE 4.17 SHOWING THE SERVICE THAT MOST USEFUL AND EXPECTATIONS
OF SERVICE PROVIDING:
Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

The service you find most

useful * The service
120 100.0% 0 0.0% 120 100.0%
provided by the company is
upto your expectations

Count

The service provided by the company is upto your expectations Total

1 2 3 4 5

1 27 15 0 0 0 42

2 6 3 3 4 0 16
The service you find most
3 27 17 3 1 2 50
useful
4 6 0 2 0 0 8

5 2 0 1 0 1 4
Total 68 35 9 5 3 120

Chi-Square Tests

Value df Asymp. Sig. (2-

sided)
a
Pearson Chi-Square 47.729 16 .000
Likelihood Ratio 41.490 16 .000
Linear-by-Linear
3.178 1 .075
Association
N of Valid Cases 120

a. 20 cells (80.0%) have expected count less than 5. The minimum

expected count is .10.

75
CHART 4.17: Showing the service that most useful and expectations of service providing

76
CHAPTER – V

77
 CHAPTER – V
SUMMARY OF FINDINGS, SUGGESSTION & CONCLUSION
OF THE STUDY

5.1 FINDINGS:

From THE PERCENTAGE ANALYSIS TABLE the results revealed are shown below.

 Out of 120 responses 81.7% respondents are Male and 18.3% are Female. In this findings
are male.
 From the result majority of respondents are belongs to age group of 29 – 38.
 From the result majority of respondents 41.7 are like to prefer recruitment process.
 It indicates that majority of respondents 56.7 are highly satisfied with the service
provided by the company.
 It indicates that majority of respondents45.8 are highly satisfied with the opinion about
the quality of service provided by the company.
 Out of 120 respondents 55%respondents are choose very good to recommend our
service to your friends or colleagues.
 From the result majority of 55.8% respondents are strongly agreed the company‘s
website is providing enough information about their services.
 From the result majority of 49.2% respondents are strongly agreed The Company is
providing reasonable price for its service.
 It indicates the majority of respondents 50.8% are choose the service quality from The
service over our competitor‘s
 Out of 120 respondents 50% are choose the assistance the company‘s support team
provided.
 It indicates the 46.7% respondents are known about the company from the social media.
 Out of 120 respondents 69.8% are choose yes for following the company on social
media.
 Out of 120 respondents all the respondents rated the feedback and the majority of
respondents 31.7% are rated 10 rating.

78
5.2 SUGGESTIONS:

 The company should more focus on the advertisement because the company didn‘t
known then more in the Industry and among the public also.
 The company should more focus on the services like payroll and BPO/RPO, according to
the data collection only few customers suggest about these services .so, the company may
start to more focus on these services.
 According to the data collection the average of only 70% of customers are give positive
responses but 30% are not satisfied with companies services and the progress so, they
should concentrate more on 30% customers review.
 As per my research and one month project the company should focus only one customer
at a time not more than one. It leading to bad vision among the customers and confusion
among the employees also to which task has to follow.
 According to suggestion the most of the customers given 10 -7 rating in the data
collection but, they should more focus on their mistakes also.

79
5.3 CONCLUSION:

The report shows a detailed view of my project happenings. It was very pleasure, doing
project in Ciel HR. They gave a wholesome experience of how every consultant and staff
in Ciel HR work. I got hand-on experience in face-to-face interviewing, client meetings,
cold calling, convincing clients, and research works as well. As a part of my project. I
have done a minor HR research as per the request of the management and brought in four
clients to the company in my intern period. I have fixed appointments with the clients and
attended the meeting along with my senior consultant. I also proposed many cost-cutting
actions that the company can implement, if found relevant.

I worked for hiring people for a BPO company for one week, as a part of my project.
Through that, I got hands-on experience on networking with people with lower
professional profile. I could find the etiquette difference between people from diverse
professional profiles. I have also made Social media marketing for the recruitment
process, inviting people all around the city to take up the walk-in interview. I also guided
new-coming interns in mapping clients and cold calling. I along with my colleagues went
for various colleges for the access of the student database. Everybody in my project was
so friendly and supportive in every part of my project.

80
BIBLOGRAPHY OF THE STUDY

81
BIBLOGRAPHY OF THE STUDY:

REFRENCE
Web Resources

1. https://en.wikipedia.org/wiki/Ma_Foi_Strategic Consultants

2. http://mafoibusinessconsulting.com/index.php/footprints/

3. https://www.investopedia.com/terms/g/gig-economy.asp

4. http://smallbusiness.chron.com/types-assessments-used-human-
resources-departments-13876.html

5. http://www.who.int/hrh/tools/hrd_instrument.pdf

6. http://open.lib.umn.edu/humanresource management/chapter/11-1-
performance-evaluation-systems//

7. https://personnel.ky.gov/DHRA/EPES-EmpOrientCourse.pdf

8. http://www.ulm.edu/hr/documents/peshandbook.pdf

9. https://shodhganga.inflibnet.ac.in/

82
ANNEXURE

83
 ANNEXURE

QUESTIONAIRE:

A STUDY ON CUSTOMER SATISFACTION AT (MA FOI) CIEL HR

SERVICES PVT. LTD IN MADURAI.
1. Name. _______________________.
2. Age
a. 18 to 28
b. 29 to 38
c. 39 to 49

3. Gender
a. Male
b. Female
c. Other

4. The service you find most useful

a. Hiring
b. Recruitment process
c. staffing
d. payroll
e. BPO/RPO

5. The service provided by the company is up to your expectations

a. Highly Satisfied
b. Satisfied
c. Neutral
d. Dissatisfied
e. Highly dissatisfied

84
6. Your opinion about the quality of service provided by the company
a. Highly satisfied
b. Satisfied
c. Neutral
d. Dissatisfied
e. Highly dissatisfied

7. How likely are you to recommend our service to your friends or colleagues?
a. Very good
b. Good
c. Neutral
d. Bad
e. Very bad

8. The company is providing reasonable price for its service

a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly disagree

9. The company website is providing enough information about their services

a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly Disagree
10. What made you choose our service over our competitor‘s?
a. Service quality
b. Price
c. Types of services
d. Responses of our staffs

85
11. How helpful was the assistance the company's support team provided
a. Very good
b. Good
c. Neutral
d. Bad
e. Very bad

12. How did you come to know about the company?

a. Friends
b. Collegues
c. Social media
d. Advertisment
e. Other

13. Are you following the company on social media

a. Yes
b. No

14. How much time did the companies' support team take to resolve your issue
a. Minitue
b. Hour
c. Day
d. Week
e. Month

15. The behavior of service agents' towards the customer

a. Highly satisfied
b. Satisfied
c. Neutral
d. Dissatisfied
e. Highly dissatisfied

86
16. The customer service staff meets the expectations
a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly disagree

17. Rate our opinion about the companies service provided to the customer as a whole
from 1 to 10
o 1
o 2
o 3
o 4
o 5
o 6
o 7
o 8
o 9
o 10

87