Evaluation of Customer Satisfaction Reliance Fresh (Lado Sarai) New Delhi

Name:   Kamlendra Singh (2008 – 2010)

Title:     Evaluation of Customer Satisfaction 

Reliance Fresh (Lado Sarai) New Delhi 

Summary:

Reliance Retail Ltd. is the retailing giant in India. Their business of retailing is speeded all over India by various forms of retail outlets. One of their known retail form is Reliance Fresh. Reliance Fresh is a store which contains all the essential things needed for a human being in his daily life at affordable price. Reliance Fresh consists of grocery items, staples, fruits, vegetables, confectioneries, oil etc and also non- food items.

The main objective of this project is to understand, analyze customer centricity in Reliance Fresh. This was done at Reliance Fresh stores, lado Sarai in New Delhi 30 Customer Centricity can be defined as the practice of providing customer-oriented activities that attract, hold and build long-standing, genuine relationships with customer by satisfying customer needs and wants through a series of activities known collectively as customer service.

Retailing involves direct selling to customers, so satisfying them ultimately makes the business profitable. Therefore the voice of the customer is one that retailers are increasingly willing to listen to as service and satisfaction become essential. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. So to evaluate customer centricity at Reliance Fresh store a survey has done among various segments of customers by questionnaire method

Objective: 

Main Objective:

To evaluate customer satisfaction at value format store (Reliance Fresh)

Secondary Objective: 

•  To get a sense of how well the company is serving customers.
•  To identify problem areas
•  To quickly reveal customer service problems that needs to be   addressed
•  To find potential opportunities for serving the clients that may be   missing
•  To monitor specific activities in the stores and to see if compliance to   standard operating practices is being adhered to.
•  To utilize customer feedback and provide the company with the tools that is   Customized to measure and meet the specific customer perceptions and   needs.

 

Limitations:

• The study limits to the regions of Delhi only which reduces the scope to  cover other regions in India where reliance fresh is in operations.
• Unable to cover large customers due to of shortage of time
• Sample size is small and may not be able to show the true picture of universe
• Some discrepancies may occur due to random sample undertaken
• Respondents may not give their exact views or hide some information
• Some confidential data may not be allowed to be used in this report 
• The questionnaire has only 2 options, so the respondents have to either agree or disagree with the service 
• The responses of the customer were also influenced by the past experiences.   
• There may be a wrong selection of sample. 
  

 

Recommendations/Suggestions:

Hording displaying various offers and promotions can be displayed outside the store not only outside of the store but also in Sader Market. Lado Sarai located in a highly congested market Sader Bazaar because Sader Bazaar is highly congested market and even lots of the people don’t know about the Lado Sarai Store so you should do this thing End Caps can be used in a more effective way for promoting private labels and promotions in the store which is recently lunch in the market because it is kind of promotion.

Products which are not in demand can be sent or interchanged with the other store so that the shrinkage cost can be reduced.  

Store Atmospherics can be improved like Music; there was no music in the store, which plays an important part in setting up the mood of the customer.  Music can control the pace of store traffic, create an image, and attract or direct consumers’ attention. Odour, A smell from fresh fruits and vegetables and bakery stimulate the customer to make purchase.    Offer Choices – Not all customers’ value the same reward, thus the most effective program is to offer customer choices in the most effective way.  Language used for communicating various offers / promotions should be according to the demographic of the store like For lado sarai store the promotional signage can be in Hindi or English.   Most Customers differ in terms of their profitability.  Relatively small number of customers account for the majority of profits. The 80 – 20 rules explains that 80 % of profits or sales comes from 20% of customers.  Thus the company can group their customers like platinum segment, gold segment, silver segment etc on the basis of their spending and accordingly they should be given importance like giving them special offers / promotions, special attention could be given to the most profitable customers. This would help them in retaining most profitable customers. Glass door can make the more attractive like we can put more attractive posters and promotion, schemes or welcoming slogan.

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The above article is a summary extract from the dissertation projects of the MBA and BBA students of Skyline College. Skyline, situated in Delhi and Gurgaon (NCR) is a premier institute providing management education specialising in MBA and BBA degrees and specialist courses for travel and tourism as well as mass communication.