A SUMMER TRAINING PROJECT REPORT ON

A STUDY OF FACTORS AFFECTING CUSTOMER SATISFACTION WITH SPECIAL REFERENCE TO MUTUL FUNDS AT RELIANCE SECURITIES
Submitted in partial fulfillment of the requirement For the award of the degree of
MASTER OF BUSINESS ADMINISTRATION SESSION (2012-2013)
SUBMITTED TO: Ms. Arkja Singh Lecturer SUBMITTED BY:Vipin Kumar MBA 3rd Semester Roll No. 11021217

IFTM UNIVERSITY, MORADABAD

TABLE OF CONTENTS
Chapter No. Chapter Name
Acknowledgement Certificate of Originality Certificate from Company List of Tables List of Figures Executive Summary

Page No.
i ii iii iv v vi

Chapter 1 Chapter 2 Chapter 3 Chapter 4 Chapter 5 Chapter 6 Chapter 7 Chapter 8 Chapter 8 Chapter 9 Chapter 10 Chapter 11

INTRODUCTION COMPANY PROFILE OBJECTIVE OF STUDY SCOPE AND RATIONALE OF THE STUDY REVIEW OF LITERATURE RESEARCH METHODOLOGY DATA ANALYSIS AND INTERPRETATIONS RESULTS AND FINDINGS DISCUSSIONS CONCLUSIONS LIMITATIONS OF THE STUDY SUGGESTIONS AND RECOMMENDATIONS BIBLIOGRAPHY ANNEXURE: o ANNEXURE I QUESTIONNAIRE

1 14 26 28 30 35 38 54 56 58 61 63 -----

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ACKNOWLEDGEMENT

It is my pleasure to be indebted to various people, who directly or indirectly contributed in the development of this work and who influenced my thinking, behavior, and acts during the course of study. I express my sincere gratitude to Mrs. Manjula Jain (Director, School of Business Management) for providing me an opportunity to undergo summer training at reliance securities I am thankful to Ms. Arkja Singh (Project Guide) for her support, cooperation, and motivation provided to me during the training for constant inspiration, presence and blessings. I also extend my sincere appreciation to Mr. Rachit Agarwal (Center Sales Manager, Reliance Securities) who provided his valuable suggestions and precious time in accomplishing my project report. Lastly, I would like to thank the almighty and my parents for their moral support and my friends with whom I shared my day-to-day experience and received lots of suggestions that improved my quality of work.

(Vipin Kumar)

CERTIFICATE OF ORIGINALITY

I ________________________________Roll No._____________________________ a full time bonafide student of first year of Master of Business Administration (MBA) Programme of IFTM University, Moradabad. I hereby certify that this project work carried out by me at _____________________________________________and the report submitted in partial fulfillment of the requirements of the programme is an original work of mine under the guidance of the industry mentor

_________________________ and faculty mentor _______________________, and is not based or reproduced from any existing work of any other person or on any earlier work undertaken at any other time or for any other purpose, and has not been submitted anywhere else at any time.

( Date:__________________

( Date:__________________

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CERTIFICATE OF THE COMPANY

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LIST OF TABLES
Table No. Table. 2.1 Table Name
Turnover Limit

Page No.
18

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LIST OF FIGURES
Figure No.
Fig. 2.1 Fig. 2.2 Fig 2.3

Figure Name
Security device of Reliance Securities Organisation chart of Reliance Securities Reliance ADA group structure

Page No.
18 23 24

EXECUTIVE SUMMARY
The project work is pursued as a part of MBA summer training at IFTM University, Moradabad. It is undertaken as a traineeship at Reliance Securities Ltd. The project is done under expert supervision and guidance of Mr. Rachit Agarwal (Center Sales Manager, Reliance Securities) The Project is about the study of factors affecting customer satisfaction for mutual funds. At Reliance Securities, initially the trainees were imparted process and product knowledge. They were given sufficient time to know about the products and also about sales and distribution channel. They had to work with the sales representatives of the Distributor and think of ways of improving the sales and distribution channel and implementing them. The main aim was to increase sales and for this different ways were tried and implemented. They were provided with database and had to make cold calls from the data. Company activity was also one of the major sources for generating business. Initially they even accompanied sales representatives to the clients place. Main objective was to know the need of the customer and how to fulfill that in the best way. The project dealt with various fields like: 1. Introduction of mutual funds in Reliance Securities 2. Factors affecting Customers Satisfaction Thus it gave trainees the opportunity to learn about all the products and with the range of products Reliance Securities offered it made the task a bit easier as we could fulfill the need of the customer in a better way and how factors affect customer satisfaction. Customer satisfaction is an abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary depending on other factors the customer, vi

such as other products against which the customer can compare the organization's products. Satisfaction is a widely accepted concept despite real difficulties in measuring and interpreting typical approaches to its assessment. The most common approach is the use of general satisfaction surveys undertaken every few years and designed to track changes over time, but we will describe others in part four. There are however, a number of difficulties with the concept of satisfaction. The company profile and product range is given in the beginning of the report. The primary data have been collected with the help of questionnaire consisting of 14 questions. The sample size selected is 40. The collected data have been analyzed and shown in the form of pie chart and pie charts are interpreted into simple language & further concluded.

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