Customer Satisfcation

Customer satisfaction towards
EXECUTIVE SUMMARY
This project is carried out as during the final semester (4 th semester) as a part of MBA
program.
ideacts Innovations is an Internet Media Company creating value in the shared

internet access space.
Cyber Cafes are the lifeline of Internet in India contributing to a growing 40% Pie of
total internet access. This space is highly unorganized and unrecognized. Approx. 95%
+ of this market is white labeled. Ideacts creates product value and media opportunity
by aggregating this market.
Their endeavor is to develop the potential of this large industry via technology, media
and digital retail management while providing an answer to – pace of internet
education, cyber security, online advertising, and ease of retail access to critical
services for the mass population.
All this, while creating customer comfort and business opportunity to their partners.
The Cyber Cafe brand ‘iCafe Manager earlier known as CLINCK ‘is spearheaded by
the iCafe Manager, an in-house Cafe Management and Security Application that caters
to the 360* needs of managing a cyber cafe. It is also the only application that caters to
the Security norms laid down by the Law enforcement agencies, for public internet
access points.
iCafe Manager also offers the iCafe Manager Desktop, a desktop portal that is the
default interface for all users iCafe Manager in enabled cafes. It is a key navigational
interface providing ease of surfing, search, quick links, and user preferred content and
brand communication. It has grown into a well recognized advertising platform in India
that delivers an average interaction performance 5 times the industry norm.
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Center for business studies
1. INTRODUCTION
ideacts innovations is the "leading Internet Media Company" born in March 2007 creating value
in the shared internet access space & one of the leaders in the market today when it comes to
monetizing advertising inventories created at various shared access spots.
(www.ideacts.com) and it’s co-founded by Rudrajeet desai, Ranjit sawhney, Maninder Gill,
Saurabh Khullar.
A start up at heart and multinational with footprint, today Ideacts run the largest shared Access
Internet Application in the World. With a strong Client list of over 250 brand Advertisers,
Ideacts Innovations is rated amongst the Top 10 Internet Media companies and amongst the TOP
5 startups in India.
Backed up by Sequoia Capital and SVB India Capital Partners, their product iCafe manager in 7
years has grown into widely used medium across brand categories and has strategic partnership
with Internet entities like Google , Facebook , You tube , Yahoo , Microsoft,
BharatMatrimony.com, Naukri.com and india.com among others
With a DNA of IDEATION and INNOVATION, They aim to keep building NEVER BEEN
DONE BEFORE products and Business Models and keep looking to work with like minded
people who want their work to mean something.
Ideacts Innovations is an Internet Media Company creating value in the shared internet access
space. Cyber Cafes are the lifeline of Internet in India contributing to a growing 40% Pie of total
internet access. This space is highly unorganized and unrecognized. Approx. 95% + of this
market is white labeled. ideacts creates product value and media opportunity by aggregating this
market.
Their endeavor is to develop the potential of this large industry via technology, media and digital
retail management while providing an answer to – pace of internet education, cyber security,
online advertising, and ease of retail access to critical services for the
mass population.
All this, while creating customer comfort and business opportunity to our partners
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2. COMPANY PROFILE
If you have gone to a cyber café in any major tier-1 or tier-2 Indian city, chances are
that you have used iCafe Manager a little program that uses the empty desktop space on
computer screens to show ads on the latest local deals.
ideacts Innovations- the creator of iCafe Manager – is the brainchild of three Puneit’s
who left their jobs in the pursuit of their entrepreneurial dreams. The creativity and out-
of-the box thinking of a few college-goers led to the birth of a product called iCafe
Manager. A new concept in advertising and finally the launch of a company called
ideacts innovations.
Backed by venture capital firm Sequoia Capital and Silicon Valley Bank (SVB),
Rudrajeet Desai, Maninder Gill and Saurabh Khullar – the founders of Ideacts –
cherish the dream of taking their company to the Silicon Valley Hall of Fame that
includes Google, Microsoft and Yahoo.
Ideacts innovations came into existence by a relentless and sometimes nagging need to
create value between mediums. Elementary funds of Why’s and Why not’s have taken
the promoters to the edge of reasoning and back to Square one.
To realize, to reconfirm and to shrink the entire process into a marketable value creating
model is a journey that they recommend.
ideacts takes the opportunity to provide a differential targeting in a cluttered space.

Differentials in the medium, and the population base of consumers they communicate
with. They believe in the strength of innovations and more importantly, the strength of
exploring.
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This is the ideacts way
The concept of ideacts came about at a cyber café near FC College, Pune in 1999 when
the trio realized that the empty space on the desktop was yet to be commercially
exploited. It made them realize that one day computer screens in cyber café s could be
used for something more interactive. Desai and Khullar came from the management side
of academics and Gill from the computer side. Maninder Gill then developed an
application which replaces the desktop with custom software that shows advertising
content on one half (i.e. 60% of the desktop) and provides user utilities on the other half
to make Internet surfing more user-friendly.
Their individual experiences in the interim, of about six to eight years, helped them
through the initial phases of the venture – to sell the business idea and attract funds, and
apply knowledge and skills.
Ideacts generates revenues from its advertisement contracts from corporate majors, part
of which it passes on the cyber café owners who run Ideacts software on each of their
terminals.
The cybercafé owners also derive benefits from providing improved Net-surfing
experience to their customers.
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2.1.1 ideacts Innovations:
All is that they had an idea which came into their minds, then acted upon it, and hence
it is a new innovation.
Idea + act + innovate = ideacts innovations
2.1.2 PAST, PRESENT AND FUTURE
ideacts was initially launched in 2001 with a network of 40 cyber cafés in Pune and
three advertising partners. Unfortunately, four months into their operations, the dot-com
bubble went bust and the trio decided to postpone their entrepreneurial dream by a few
years.
Finally in May 2007, the three re-launched the company from a 150 sq ft “ex- XEROX
shop” in Bangalore. The Friends turned into business partners and got back together to
form the company when the markets stabilized and advertising revenues picked up pace.
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By July, the company was running a profitable business and their mentor and serial
entrepreneur, Alok Kejriwal decided to introduce the team to Sequoia Capital,
R. Ramaraj, Co-founder of Sify and senior advisor to Sequoia and Mohit Bhatnagar,
Managing Director, Sequoia, felt that the core Ideacts team had complementary skills,
high levels of energy and a unique well-executed idea, which made it an attractive
investment.
Sequoia Capital India currently manages funds capitalized at close to US $1.8 billion
and invests across venture, growth and late stage opportunities. It takes a long term
view on investments and plays the role of an active, value added partner to
entrepreneurs, business families and management teams. Over the last 9 years, Sequoia
Capital India has invested in more than 50 Indian companies including Applabs,
Comviva (formerly Bharti Telesoft), Cafe Coffee Day, Dr Lal Pathlabs, Edelweiss, First
source, Idea Cellular, Just Dial, Shaadi.com and SKS Microfinance. Sequoia Capital
India operates out of offices in Bangalore, Mumbai and New Delhi.
Globally, Sequoia Capital has an unparalleled track record of partnering with

entrepreneurs to create global market leaders. Sequoia Capital has been an early
investor in companies such as Google, Cisco, Yahoo, YouTube, Oracle and Apple
Computers. Sequoia Capital maintains dedicated teams in the US, China, India and
Israel. www.sequoiacap.com/india
SVB India Capital Partners I, L.P. is a venture capital fund focused on Indian
companies and co-invests across various industries and stages with other top-tier
venture capital firms.
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Silicon Valley Bank is the premier commercial bank for companies in the technology,
life science, private equity and premium wine industries. SVB provides a
comprehensive suite of financing solutions to its clients worldwide. Founded in 1983
and headquartered in Santa Clara, California, the company serves clients around the
world through 27 U.S. offices as well as operations in China, India, Israel and the U.K.
Silicon Valley Bank is a member of global financial services firm SVB Financial Group
(NASDAQ: SIVB).
With strong investment partners and an experienced board, Ideacts has made a quantum
leap from its 150 sq ft operations in Bangalore to a full-fledged nationwide rollout.
The 100-employee strong company has already partnered with more than 500
advertisers and created a network of over 19,000 cyber cafés in 493 cities across India.
Currently the Sales Team is based out of Mumbai, Gurgaon & Bangalore, criss-cross the
country to talk to advertising partners and execute Ideacts vision on a national scale
while Maninder heads the technology centre in Pune and develops the next generation
of Ideacts applications. The company expects that number of partner cyber café s to
double by the end of the year.
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WHAT ideacts DOES ?
Ideacts Innovations is an Internet Media Company creating value in the shared internet
access space.
Their endeavor is to develop the potential of this large industry via technology, media and
digital retail management while providing an answer to – pace of internet education, cyber
security, online advertising, and ease of retail access to critical services for the mass population.
All this, while creating customer comfort and business opportunity to our partners.
Their Cyber Cafe brand iCafe Manager an in-house Cafe Management and Security Application
that caters to the 360* needs of managing a cyber cafe. It is also the only application that caters
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to the Security norms laid down by the Law enforcement agencies, for public internet access
points.
iCafe Manager also offers the iCafe Manager Desktop, a desktop portal that is the default
interface for all users in iCafe manager enabled cafes. It is a key navigational interface providing
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ease of surfing, search, quick links, and user preferred content and brand communication. It has
grown into a well recognized advertising platform in India that delivers an average interaction
performance 5 times the industry norm.
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.
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2.1.3 iCafe Manager reaches all over India
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Cyber Cafes: 18,936

Live Terminals: 69,963
User Sessions / month: 20.99 million
Cities: 489
Maninder Gill gave an overview of the three major verticals in the company:-
2.1.4 Technology:
The In-house technology team develops and maintains applications like iCafe Manager.
There is a team working in various specializations like java C++, .Net, Web ‘n’
Graphics, QnA and DBA. The tech team maintains the application across India from
just one location Pune, where a group of 30 experts stay put.
2.1.5 Sales media:

There is a media sales team, specializing in online sales and dealing with brands, brand
managers and agencies. The ad sales team sits out of Mumbai, Gurgaon and Bangalore.
They are the revenue generating team of the company.
2.1.6 Operations:
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There are no Feet on Street Team, it is handled by the Call Centre Operation Team where a team
of 10 Sales Agents do outbound calls to the cyber cafes to install the product, they also provide
complete online training of the product. And the challenges that stood in their way did not
emerge from the technology since iCafe Manager was a standard application replacing
the desktop. It surfaced more from the sales point of view – for them to understand and
grasp the nuances of the offline-online mix, the different pricing systems, harnessing
the new medium, creating a foothold in the market, etc.
ideacts has the technology development center based out in Pune, the head-quarters
being located in Mumbai, with offices in Bangalore and Gurgoan
They also provide pricing location geo-targeting – all on a customized basis
2.1.7 VISION AND MISSION OF THE STATEMENT
Vision is to present iCafe manager in all the tier-III and internet penetrated cities where
the growth and penetration is going to be significant. Vision is to install in 1 lakh
terminals and expanding into all the internet penetrated cities/villages.
On the technology front, there are plans to roll out more robust applications and
increase the remote management technology.
There is also work in progress to get iCafe Manager mandated across the café base.
Ideacts is currently working with the various cyber crime cells and the government
authorities in this regard.
Ideacts is also trying to cover up all the cities and make its reach all over India .
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2.2 PRODUCT PROFILE
iCafe Manager is a Cyber Cafe Security & Accounting Management Application. A LAN and
Web based Application iCafe Manager comes embedded with iCafe Manager Desktop.
2.2.1 iCafe Manager desktop

iCafe Manager Desktop creates a New Interactive Desktop on Cyber Cafe Computers giving
users an instant access to a host of Content, Search and Promos. It also makes it easier for the
User to access Internet Applications like Browsers and Messenger in a structured way.
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System Shortcuts
1. Internet Explorer & Firefox shortcut
2. Yahoo Messenger, gTalk and Windows Live Messenger Shortcut
3. Web Search Powered By Google
4. Content on Popular categories
5. Interactive Brand Promotions
6. One click minimize for all windows
Product Specifications:
1. Installer Size: 4.5 MB
2. Deep Freeze compatible
3. Internet Connection required for Activation
Minimum Software Requirements:

1. Operating System: Windows 2000, Windows XP, Windows 7
2. Internet Explorer: IE 5.5 upwards
Recommended Hardware:
1. RAM: 128 MB
2. Processor: 800 MHz
3. Screen resolution: 1024 x 768
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2.2.2 iCafe Manager Desktop Creative Specifications
Static = Less than 100 kb

Macromedia = Less than 100 kb
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 iCafe Manager is an Active Desktop Application that adapts itself to the screen
resolutions of 1024*768 and 800*600.
 iCafe Manager Creative images are needed for both resolutions and hence in 2 sizes.
Static:
 File extension type = JPEG and BMP.
Macromedia:
 Macromedia animations are played on mouse over
 Macromedia files are required in “.fla” file typ
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2.2.3 iCafe Manager and its features:
iCafe Manager - Easy to use Complete Cyber Cafe Management Software
a. Complete Customer Management
 Create permanent accounts and store User information of all Users accessing Cafe
Terminals
 This is a statutory legal requirement in some countries
 Extensive User reports provide all User data at the click of a button
b. Versatile Accounting System
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 Easy to use Accounting system to manage your accounts

 Accounts are maintained for Internet surfing, playing games, sale of coffee & other items,
services like Printing & Scanning
 Daily, weekly & monthly account reports
 Helps to analyze & manage the Cafe business efficiently.
c. Tickets
 Ticketing feature enables Cafe owner to Print & Sell Tickets with different Internet
surfing minutes and expiry dates
 Cafe owner can handover Tickets to Cafe Administrators, and collect cash equivalent to
the Tickets from Administrators. This will prevent losses (pilferage) & simplify
accounting
 Every Ticket has a unique Ticket Number, an optional Password, Internet Surfing Time
(Duration), Expiry Date and Price
d. Remote Viewer
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 Remote Viewer feature enables Cafe Owner to remotely manage all Terminals
 Changing Windows settings, Installing Software and all other administration tasks on all
Terminals can be done sitting at the Server
 iCafe Manager allows Remote Viewing of any Terminal that is not busy, not being used
by a customer. This is done to protect the Customers’ privacy
e. Print Management
 Print Manager enables to track printouts automatically and save money

 Can track printouts on all printers available in the Cafe
 Printing charges can be automatically added to the User's Invoice
f. Organized Desktop with integrated search powered by Google
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 iCafe Manager Desktop provides a useful and standardized Desktop environment to Cafe
Users
 It has Google Search, News, Movies, Cricket Scores, Links to popular useful sites and
Exciting Offers for your Cafe Users
 It prevents changes to the look and feel of the terminal's desktop which reduces your
maintenance and troubleshooting efforts.
g. Website Blocking
 Website Blocking feature enables to prevent Users from surfing unwanted websites in the
Cyber Cafe
 These websites typically have adult or objectionable content or are banned under
government rules
 It helps maintain a clean, comfortable environment in your Cafe for all Users
h. Bandwidth Monitor
 Monitor bandwidth used by every terminal in your Cafe

 Option to set download limits for terminals and display the progress on the Server
 Café Ownres can set an alert to inform Cafe Users, whenever the download limit is
exceeded
i. Rate Plans
 Rate Plans have the amount to be charged for surfing for a given time slot
 Setup a rate plan for Internet surfing for multiple time slots
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 Rate plan simplifies and standardizes accounting for casual Internet surfers
j. Membership Packages
 Membership Packages provide an easy solution to charge regular Cafe Users, who like to
pay in advance or buy bulk surfing time
 These can be used for rewarding your regular Users with a discounted price
k. Website Tracking
 Keep track of websites browsed by the Cafe Users

 Café Owners can check these sites and block unwanted sites using the Website blocking
feature
 This feature is introduced for legal compliance in some countries
l. Remote Terminal Management
 Control all Client Terminals from a single system

 Operations like terminal shutdown, restart, User logoff, changing security settings and
many more can be carried out remotely from the server.
m. Virus & Maintenance Free Desktop
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 iCafe Manager Client is also available with Deep Freeze - a system restore application
 On every restart, Deep Freeze deletes any changes made to your terminals, keeping it
Virus Free
 This avoids the need for regular maintenance
n. Speed Enhancer
 Enhances the performance of the Cafe Terminals and secures terminals from misuse by
Users
 Reduces Start-up & Shutdown times
 Blocks access to Disk drives & USB connections
 Blocks access to system settings & configurations
 Prevents downloading of files and changes to Internet Browser and Network settings
 Ensures the best system performance always
o. Power Save
 Reduce Power consumption with the Power Save Feature
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 With a single click you can ensure that your terminals consume the least power when not
in use
 Café Owner can set the time limit for entering the Power Save mode
p. Inventory Management for Point of Sale
 Complete Inventory Management System which helps to maintain inventory of various

products like CDs, Coffee, Soft Drinks Snacks & Computer Peripherals
 It also enables to define additional services like Printing, CD Writing & Scanning,
offered in your Cafe
q. Win 7 Compatibility
 iCafe Manager products are Windows 7 ready
 Take advantage of all new features in Windows 7
 Maximize Windows 7 experience
r. Enhanced Client Security by running Restricted User Environment
 iCafe Manager Client runs at the highest level of security on the terminals
 Does not need Windows Administrator level access
 Works in Restricted Windows User environment
 Ensures that the Cafe Users have limited access to the terminal
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s. Reports
 Useful set of reports which will help the Café Owner analyze and optimize his business
 Reports provide information on Financial Accounts, User Activity, Products & Services,
Printers & Terminal usage
t. Auto Close Session
 User Session management in iCafe Manager can be automated using the Auto Close
Session option
 Once enabled the invoice is completed automatically as soon as the user logs out
 No manual work is required to close every user session
u. Employee Management and Access Control
 Prevent unauthorized access to the application by providing unique login id & password
to every employee working in a cafe
 Permissions for every feature can be customized for each employee
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v. Client - Server Application
 iCafe Manager Server is a dedicated and secure system to control all your Cafe terminals
 The Cafe Data is stored securely at a single location and cannot be accessed by the Cafe
Users
w. Disconnected Mode Feature
 iCafe Manager Client tracks terminal usage even when it is disconnected from the iCafe
Manager Server
 It records every minute of User Session which ensures accurate tracking and accounting
x. Database Maintenance
 iCafe Manager protects the Cafe Data by providing an option to take automatic
Scheduled Backups or Manual Backups
 Backups can be stored on a disk drive in the same system or on a shared network path
 For maximum safety ideacts recommend that the Café Owners store the backups on a
different system
 Café Owners can get back all their data easily by using the Restore feature
y. Full Recovery After Power Failures
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 With iCafe Manager, Café Owners don’t have to worry about loss of data
 It records User Sessions every minute preventing mismatch in accounts in the event of
power or hardware failure
 Once the system is restored, the data between client and server is synchronized and Users
can continue their session
z. Help
 Quick Help available on each screen

 Provides a description of the feature and its usage
 Complete Product Manual, Training Videos & FAQs
 Help available on the application by pressing F1 key
aa. Free Lifetime Support, Auto Updates & Training
 Free lifetime updates which include New Features, Support for latest Operating Systems
& hardware devices and Bug fixes
 Free Telephonic & Email support
2.2.4 Advertising
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2.2.5 MARKET STATISTICS
According to the study made by IAMAI and IMRB there are estimated to be 2.18 Lac cyber cafes
in India. The IAMAI and IMRB report also state that the number of cyber cafes, will grow up to
3.7 Lac till 2013.
Year No of Café
2006 126,420
2007 151,704
2008 182,045
2009 218,454
2010 262,145
2011 305,836
2012 349,527
2013 373,218
Cyber cafes have been the main access points of Internet over the years. There is a
marginal increase over the last year in the percentage of users who use it as the main
access point.
 This can be attributed to the following factors like:
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 Lesser PC penetration in the SEC D & E homes
 Need for privacy in accessing the Internet
 Growth of online gaming market in India
Split by access point
 Preference for the primary access point is a function of the following

 3 C’s: Convenience, Cost & Content sought Cyber cafés are the dominant point
of access among school going kids and college students.
 This is because a cyber café is the cheapest source of access providing more
privacy regarding content
Split by User Demographic
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2.2.6 Market competitors

Acquire all the Cyber Cafes which are using the competition software’s like Café Zee, Café
Robo etc
2.2.7 Rewards and recognition
• Quarterly employee appreciation program (RnR) is a platform to reward

brilliance of our employees who have lived and propagated the values of ideacts
“IDE(A)CTionS & Innovation” through their outstanding work performances.
These awards are for those employees who lived up to three core organizational values
• Idea
Idea which made a huge impact towards delivering team or organizational goal. It
helped to solve a complex problem whilst resulting in a far reaching impact.
• Action/Execution
Action which went beyond the call of duty, result were triumphed after facing several
internal and external constrains to achieve the goal. Execution which exceeded the set
goal and was achieved within given time and cost.
• Innovation
Innovation which results into positive impact for the team, business unit and the
organization, it could include fresh, advanced and futuristic thinking.
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Categories
a. Employee of the quarter- 3 selection across all functions, out of which 1 will be
selected for star of the quarter reward.
b. Star of quarter- 1 of the above selection.
Key milestones
Key milestones
Company Incorporated March 2007
CLINCK prototype launched May 2007
First round of funding by Sequoia Capital India Nov 2007
All India CLINCK launch May 2008
Capture of 25,000 terminals across eight major cities in India Dec 2008
Second round of funding by Silicon Valley Bank (SVB) India Capital Jan 2009
Launch of CLINCK Cyber café manager an accounting software July 2009
Government of India released new rules for cyber cafes Feb 2011
Clinck cyber café renamed as a iCafe manager Oct 2011
Launched Globally/internationally Jan 2012
Till date there are 69,963 terminals running all over India in 18,936 cyber Up to till date
café s in 489 cities and user session/month 20.99million
2.2.8 RESPONSIBILITIES:
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 Product / Inventories to Advertisers and Media Agencies
 Responsible for Target oriented Revenue Generation / Sales of Advertising
Inventory
 Relationship Management with Advertisers / Agencies
 Maintaining Width and Depth in the Market
 Campaign Management. Closing to Execution
 Integration of New Products / Services / Revenue Models in existing business
 Competition Tracking and Market Know how
 Revenue Collections
2.2.9 ORGANIZATIONAL STRUCTURE
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3. RESEARCH DESIGN
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3.1 REVIEW OF LITERATURE
For the purpose of literature survey, a sample survey was adopted through the Structured
Questionnaire, and information was gathered by those who had conducted study, the information
was also searched in internet sites were also scanned for the authenticities of the subject matter.
Marsha Peter (2OO2) examines temporal changes in post-purchase product satisfaction for a
durable goods purchase. Involvement and satisfaction variables were measured in a cross-
sectional and a longitudinal study of goods owners. Overall, consumers with high product
involvement showed slightly greater satisfaction with their than low-involvement consumers
over the term of ownership. The role of disconfirmation in these changes was investigated.
Benefits and problems disconfirmation were found to make independent contributions to
satisfaction judgments, and the strength and form of contribution varied with product
involvement. These findings suggest that benefits and problems disconfirmation need to be
measured separately in satisfaction research.
Yooshik Yoon(2004) studied the effects of motivation and satisfaction on destination loyalty: a
structural model and investigates the relevant relationships among the constructs by using a
structural equation modeling approach. Consequently, destination managers should establish a
higher satisfaction level to create positive post-purchase behavior, in order to improve and
sustain destination competitiveness.
Diane Halstead(1993) studied the Focuses on a group of unsatisfied software owners. Examines
the roles and the post-purchase service received during the complaint process in terms of their
effects on customers' satisfaction with complaint resolution. Presents some suggestions for
customer service policies, complaint technical service and fulfillment services.
Richard Oliver (2000) Response determinants in satisfaction judgement, examines that The
effects of five determinants of satisfaction are tested as well as individual differences in
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satisfaction formation. Manipulations of attribution, expectancy, performance,
disconfirmation, and equity are written into stock market trading scenarios in a full
factorial design. Results show that all main effects and four ordinal two-way interactions
are significant. Then, an individual-level analysis is performed on the repeated measures
data. Three clusters of subjects sharing similar response tendencies (disconfirmation,
performance, and equity) are identified and related to investment attitudes, outcome
attitudes, and demographics. No consistent relationships are discovered, suggesting that the
response differences reflect deeper behavioral tendencies. Implications of this approach for
satisfaction paradigms, satisfaction theory, and individual satisfaction response
orientations are presented
DEFINITION OF RESEARCH DESIGN:

“It is a basic plan, which guides the data collection and analysis phases of the project. It is a
frame work, which specifies the type of information to be collected, the resources of data
collection procedure.”
-Thomas Kinnear
A research design is a market plan or model for conduction a formal investigation. It is a

specification of methods and procedures for acquiring the information needed for solving of any
problem.
Research design is the strategy for a study and the plan by which the strategy is to be
carried out. It specifies the methods and procedures for the collection, measurement and analysis
of data. Unfortunately, there is no simple classification of research designs that covers the
variation found in practice.
3.2 Statement of problem/need to study:

It is the choice of empowered customer to decide the fate of product or organization._ Hence the
study was aimed at finding suitable measures to improve customer satisfaction. The study is
titled “Customer Satisfaction towards iCafe manager in Pune with Special Reference To
IDEACTS INNOVATION PVT LTD”
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3.3 OBJECTIVES OF THE STUDY
A Study On Cyber Cafe Industry across India.
Sub objectives:
1. To know about the factors influencing the Café Owner decision for Installing iCafe
Manager (ICM).
2. The main objective of the study is to find out to what extent the Café Owners are satisfied
or dissatisfied with ICM.
3. To find out the role of after Installation service in enhancing the customer satisfaction.
Scope of the study:
This topic of the project is mainly concerned with customer satisfaction. The main area
covered under this study is about various parameters on the basis of which level of
customer satisfaction is derived for iCafe Manager. The basic purpose for conducting this
study is to analyze the customer satisfaction towards iCafe Manager. In the study researcher
analyses the satisfaction level along with the factors responsible for those of the consumer to
understand the new opportunities in the market for the improvement of sales of the product. Thus
the overall need for the study is to suggest a new marketing strategy by analyzing marketing
opportunities towards iCafe Manager.
3.4 Operational definition of concepts:
Customer satisfaction:
Customer satisfaction may be understood as how the customer feels about the service they
receive and the company that provided it.
Satisfaction:
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Satisfaction is the persons feeling of pleasure or disappointment resulting from comparing a
product perceived performance in relation to his/her expectation. If the performance falls short of
expectation the customer is dissatisfied. If the performance matches the expectation the customer
is satisfied if the performance exceeds the expectation the customer is highly satisfied or
delighted.
Sampling Method
The sampling procedure used was convenience and judgment sampling, as in

questionnaire was administered at cyber center, at Pune City.
Tools for data collection
Interaction with Respondents was in the form of technical support survey with the help of
questionnaire. The questionnaire consisted of a set of questions, asked to the respondent for
his/her response; the questionnaire was structured and non-disguised. It was done in a
prearranged order and the object of the research was revealed to the respondent. The
questionnaire consisted of combination of open ended and close-ended question.
Sample Size
A total of hundred respondents were communicating during the survey. The input from
these respondents which was collected through technical support survey in Pune City formed the
primary data for the study.
Data processing
Collected data was Analyzed and tabulated with the help of MS Excel and they have been
presented in the tables and Graphs in this report. These are the basis for drawing the appropriate
conclusion for this project.
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Plan of analysis
The data collection, which is used in this project, has been analyzed with the help of statistical
tools, charts, graphs and percentage
Primary Data
The primary data was generated through extensive use of a structured questionnaire,
which had both the open end and close-ended questions. They were conducted in Pune City and
the data collected was used for the purpose of analysis and interpretation.
Secondary Data
Secondary Data was collected from internet, books etc
Limitations of the study
 Sample size is restricted to hundred which affect the feasibility of the project.
 The information received from the respondents is assumed to be correct.
 The study is limited to few areas in pune.
 Respondent’s unavailability.
 Courteous bias.
 Time and pressure fatigue on part of the respondents and interviewers.
3.4 CHAPTER SCHEME

Executive summary
1. Introduction
2. Profile of the company, product profile
3. Research design
40
4. Analysis of data and interpretation
5. Summary of findings and conclusion
- Bibliography
- Appendices/annexure
4. DATA ANALYSIS AND INTERPRTATION
The company uses a feedback form at the end of the training session to collect the customer’s
opinion that helps in evaluating the competency based on customer satisfaction towards iCafé
Manager. The responses to the feedback also reveal the satisfaction or dissatisfaction to the
customer to iCafé Manager.
This feedback form thrives to extract the opinions regarding the:

a) Communication effectiveness
b) Quality of Examples
c) Interaction between interviewer and respondent
The feedback form is the best tool to measure the competency based on customer it to gives
quick responses to hold the programmes.
There are 14 questionnaires to survey.

Analysis
Interpretation
41
1. Are you aware of the helpline?

- Yes
- No
TABLE NO.4.1(Helpline)
HELPLINE NO OF PERCENATAGE
NO RESPONDENTS
YES 92 92%
NO 8 8%
TOTAL 100 100%
Analysis
As observed from the given table and Graph the sample constitutes of 100%
respondents. There is a quite a difference between the number of Yes and No in the
sample.
Interpretation
From the above analysis, it’s interpreted that majority of the customer’s are aware of
Helpline number and believe that the Helpline is good.
42
CHART NO 4.1(Helpline)
43
2. Based on your experience. How would you rate your overall satisfaction with iCafe Manager
Software?
-Satisfied
-Neutral
-Dissatisfied
TABLE NO.4.2 (Experience Rate)
EXPERIENCE NO OF PERCENTAGE
RESPONDENTS
Satisfied 74 74%
Neutral 17 17%
Dissatisfied 9 9%
TOTAL 100 100%
ANALYSIS:
The graph shows that most of the respondents in the sample size were 74% satisfied, Neutral
17% and Dissatisfied 9% respondents.
INTERPRETATION:
44
From the above analysis, it shows that the majority of the Customer’s believe and think that
iCafe Manager is good for accounting and security.
CHART NO.4.2 (Experience Rate)
45
3. Was the Technical Support Executive clear in communicating the trouble shooting steps?
-Satisfied
-Neutral
-Dissatisfied
TABLE NO.4.3 (Trouble shooting)
TECHNICAL NO OF PERCENTAGE
TROUBLE RESPONDENTS
SHOOTING
Satisfied 66 66%
Neutral 11 11%
Dissatisfied 23 23%
TOTAL 100 100
ANALYSIS:
The graph shows that most of the respondents in the sample size with respect to the above
question for the technical trouble shooting steps were satisfied with 66%, neutral 11% and
Dissatisfied with 23% of 100% respondents.
INTERPRETATION:
From the analysis, it is interpreted that the majority of the Customer’s are satisfied with trouble
shooting steps.
46
CHART NO 4.3 (Trouble shooting)
47
4. Was your issue resolved during the 1st call itself?

- Yes
- No
TABLE NO 4.4 (Resolved 1st call itself)

ISSUED NO OF PERCENTAGE
RESOLVED RESPONDENT
1ST CALL
ITSELF
YES 69 69%
NO 31 31%
TOTAL 100 100%
ANALYSIS:
The graph shows that most of the respondents in the sample size as followed in the issue
resolved problem by 1st call itself were satisfied with 69% and dissatisfied with 31%. There is a
difference between satisfied and dissatisfied.
INTERPRETATION:
From the analysis, it shows that the majority of the Customer’s were satisfied with the problem
resolution in the 1st call itself.
48
CHART NO 4.4 (Resolved 1st call itself)
49
5. The Technical Support employee listened carefully

- Agree
- Shortly Agree
- Shortly Disagree
- Disagree
- N/A
TABLE NO 4.5 (Technical support)
SUPPORT RESPONDENTS
LISTEN CARE
FULLY
AGREE 40 40%
SHORTLY 20 20%
AGREE
SHORTLY 16 16%
DISAGREE
DISAGREE 11 11%
N/A 13 13%
TOTAL 100 100%
ANALYSIS:
The graph shows that most of the respondents in the sample size as followed by the responses
were: Agree 40%, shortly agree 20% and very few Disagreed with a Cumulative of 27%.
INTERPRETATION:
From the analysis, it shows that majority of the Customer’s agree that the Technical Support
employee listened carefully.
50
CHART NO 4.5(Technical support)
51
6. Did your technician offer you the option to fix your fault by remote access? (They access your
machine from their own premises)
-Yes
-No
-Not available
TABLE NO 4.6(Technical remote access)
REMOTE NO OF PERCENATGE
ACCESS RESPONDENTS
YES 52 52%
NO 18 18%
N/A 30 30%
TOTAL 100 100%
ANALYSIS:
As observed from the given table and Graph the sample constitutes of 100% respondents.
There is a quite a difference between the number of Yes and No in the sample.
INTERPRETATION:
From the analysis,52% respondents agree that their queries were resolved via the remote access
and the next majority of Not applicable of 30% were the queries which didn’t require Remote
access and the issue was resolved over the call itself.
52
CHART NO 4.6(Technical remote access)
53
7. Please evaluate iCafe manager software performance

-Meet expectation
-Outstanding
-Exceeds expectation
TABLE 4.7(Software performance)

ICAFE NO OF PERCENTAGE
MANAGER RESPONDENTS
PERFORMANCE
MEET 7 7%
EXPECTATION
OUTSTANDING 73 73%
EXCEEDING 30 30%
EXPECTATION
TOTAL 100 100%
ANALYSIS:
The graph shows that most of the respondents in the sample size Agree that the iCafé Manager
performance is Outstanding.
INTERPRETATION:
From the above analysis, it shows that iCafe Manager Software performance is very good and
outstanding.
54
CHART NO 4.7(Software performance)
55
8. Additional features want in iCafe Manager?

_____________________________________________________________________________
___________________________________________.
ANALYSIS:
Out of the 100 respondents asked about the above question, I received mixed responses and
different answers.
INTERPRETATION:
From the above analysis, it shows that majority of the respondents wanted Deep Freeze for
windows 7, Bandwidth Controller.
56
9. Based on your experience with our iCafe Manager, how likely would you be to
recommend us?
-Very likely
-Likely
-Neutral
-Unlikely
TABLE NO 4.9(iCafe Manager Experience)
EXPERINCE NO OF PERCENTAGE
WITH ICAFE RESPONDENTS
MANAGER
VERY LIKE 40 40%
LIKE 23 23%
NEUTRAL 19 19%
UNLIKE 18 18%
TOTAL 100 100
ANALYSIS:
The graph shows that most of the respondents in the sample size are followed by the experience
with iCafe Manager Respondent is 100%.
INTERPRETATION:
From the above analysis, it shows that iCafe Manager Experiences the respondents were 63%
likely to recommend the product to other Cyber Cafes.
57
CHART NO 4.9 (iCafe Manager Experience)
58
10. Which feature/features do you like most in iCafe Manager?

- Accounting
- Security
- Both Accounting and security
TABLE NO 4.10(Features)
FEATURES NO OF PERCENTAGE
RESPONDENTS
ACCOUNTING 30 30%
SECURITY 31 31%
BOTH 39 39%
TOTAL 100 100%
ANALYSIS:
The graph shows that most of the respondents in the sample size are followed by the iCafe
Manager voted for both Accounting and Security
INTERPRETATION:
From the above analysis, it shows that majority of the respondents equally wanted both
Accounting and Security features.
59
CHART NO 4.10(Feature)
60
11. Was the technician friendly?

- Shortly agree
- Agree
- Shortly Disagree
- Disagree
- N/A
TABLE NO 4.11(Technician friendly)
TECHNICIAN NO OF PERCENTAGE
FRIENDLY RESPONDENTS
AGREE 21 21%
SHORTLY 20 20%
AGREE
SHORTLY 26 26%
DISAGREE
DISAGREE 13 13%
N/A 20 20%
TOTAL 100 100
ANALYSIS:
The graph shows that most of the respondents in the sample size are followed by the technician
friendly with customers 100% respondent agree with this.
INTERPRETATION:
From the above analysis, it shows that the 41% respondents in the sample size agree that the
technician was friendly and 39% Disagree and 20% were neutral in their opinion.
CHART NO 4.11(Technician friendly)
61
12. About how long did you have to wait before your issue was resolved?
62
- Within 2 hours
- Between 2 to 4 hours
- More than 12 hours
TABLE NO 4.12(Resolved)
LONG WAIT NO OF PERCENTAGE

FOR RESPONDENTS
RESSOLVED
Within 2 hours 0 0
Between 2 to 4 0 0
hours
Between 4 to 8 23 23%
hours
More than 12 77 77%
hours
TOTAL 100 100
ANALYSIS:
The graph shows that most of the respondents in the sample size had a long wait to get their issue
resolved with 77% claiming it takes more than 12hours and 23% between 4 to 8 hours.
INTERPRETATION:
From the above analysis, it shows that 77% claiming it takes more than 12hours and 23%
between 4 to 8 hours.
CHART NO 4.12(Resolved)
63
13. The Technical Support Representative was patient.

- agree
- Shortly Agree
- Shortly Disagree
64
- disagree
- N/A
TABLE NO 4.13(Technical Support Representative )
SUPPORT RESPONDENTS
PATIENT
AGREE 45 45%
SHORTLY 45 45%
AGREE
SHORTLY 8 8%
DISAGREE
DISAGREE 2 2%
N/A 0 0
TOTAL 100 100%
ANALYSIS:
The graph shows that most of the respondents in the sample size for the question was the
technical support patient Agree at 45%, Shortly Agree at 45%, Shortly Disagree at 8% and
Disagree is 2% given by the 100% respondents.
65
INTERPRETATION:
From the above analysis, it shows that 90% of the respondents agree that the Technical Support
Representative was patient over the call.
CHART NO 4.13(Technical Support Representative )
66
14. Please share any additional comments about your experience or suggestions on how we can
better improve our technical support services.
--------------------------------------------------------------------------------------------------------------.
67
SUMMARY OF FINDINGS, CONCLUSION AND SUGGESTION

FINDINGS:
1. Basically the iCafe manager customers are aware of helpline number.
(Refer chart 4.1)

2. Based on experience out of the 100% respondents the overall satisfied with iCafe
Manager were 74%.
(Refer chart 4.2)

3. 66% agree with the technician was clearing communicating the trouble shoot step
(Refer chart 4.3)

4. 69% of the respondents said Yes for the issued resolved during the 1st call itself.
(Refer chart 4.4)

5. Majority of respondents agree with the technical support executive listening to their
queries carefully.
(Refer chart 4.5)

6. 52% respondents who had technical query were offered remote access from the own
premises and the rest 48% were not taken on remote as the issue didn’t require remote
access and was solved over the phone itself.
(Refer chart 4.6)

7. Large numbers of customer found the performance as outstanding with icafé manager.
(Refer chart 4.7)

8. Majority of the Respondents wanted Deepfreeze for Win 7 & Bandwidth Controller.
9. The overall experiences of respondents with iCafe Manager were very likely and likely
and they preferred to recommend the software to the other people.
68
(Refer chart 4.9)
10. Equal numbers of respondents agree to the security and accounting feature of iCafe
Manager.
(Refer chart 4.10)

11. Majority of the respondents Agree that technician was friendly
(Refer chart 4.11)
12. 77% of the respondents agree that there issue was resolved within 12 hours
(Refer chart 4.12)

13. From the graph it is shows that 90% Agree with the technical support representative.
(Refer chart 4.13)

14. iCafe Manager is one of the Best software in India .
CONCLUSION
1. During the 7 years of their presence iCafe Manager has positioned itself as the Top
Software for Cyber Cafes in India.
2. Customers have perceived iCafe Manager as an good and quality brand software. This
can be bettered with features like bandwidth controller and deep freeze for windows 7.
3. Technical Team need to be increased, still customers think that they have to wait due to
the language problem on the calls hence they are not getting the response properly.
4. Is the Only Cyber Café Software in the world which has a dedicated Technical Helpline
which is Toll Free and is open all days of the week to help the cyber cafes.
5. Majority of the respondents are satisfied with iCafe Manager Software.
6. Is the Only Software which is free of cost and the cyber cafes are helped by the
Operations team to install/Train on the product.
69
7. iCafe Manager has very good presence in the Cyber Café all over in India one thing
about the customers mindset is that it slows down the system where as it doesn’t and in
turn increases the end customer browsing time due to the quick links such as Facebook,
YouTube provided.
8. Is the only software in India which is IT act Compliant and with these the cyber cafes
can adhere to the Rules as per the Government of India
SUGGESTIONS
1. iCafe Manager needs to add additional features like bandwidth controller, hotspot, deep
freeze for window7, expenses add etc
2. Educate the Cyber Café correctly on the Slow Down Issue Mindset
3. Acquire all the Cyber Cafes which are using the competition software’s like Café Zee,
Café Robo etc.
4. Increase the Operation Team through which ideacts can reach more number of Cyber
Cafes and get the iCafe Manager Software installed across all the internet penetrated
cities.
5. Try new marketing schemes to motivate the existing cyber café owners to refer other
cyber cafes who have not installed iCafe Manager which will help in increasing the base.
6. Add “Feet on Street” team so wherever the Café Owner is not able to understand the
issue over phone or cannot provide remote access, their issues can be resolved.
70
BIBLIOGRAPHY:
TEXT BOOKS:-
1. RESEARCH METHODOLOGY(C .R. KOTHARI)
NEW AGE INTERNATIONAL PUBLISHER, 4TH EDITION.
2. BUSINESS RESEARCH METHODOLOGY
BY-J.K. SACHDEVA (5TH EDITION)
REPORTS:
COMPANY’S ANNUAL REPORTS
WEBSITES:
www.ideacts.com
www.iCafemanager.com
http://www.icafemanager.com/products/iCafeManager.html
http://www.icafemanager.com/features/icafeManager.html
71
QUESTIONNAIRE
Customer satisfaction towards iCafe Manager
Dear Sir/Madam
I, Sunil Kumbar am pursuing my final year MBA from CMR CENTER FOR BUSINESS
STUDIES BANGALORE. In partial fulfillment of the course, I have taken up a study on the
topic “CUSTOMER SATISFACTION TOWARDS ICAFE MANAGER AT IDEACTS
INNOVATIONS PVT LTD PUNE” .I request you to help me in completing my research by
giving me the information as per the questionnaire given. I assure you that the information
provided will be kept confidential and will be used for academic purpose only
NAME:
CYBER CAFE NAME:
GENDER:
MALE:
FEMALE:
72
1. Are you aware of the helpline?
-Yes
-No
2. Base on your experience. How would you rate your overall satisfaction with iCafe Manager
software?
-Satisfied
-Neutral
-Dissatisfied
3. Was the technical Support executive clear in communicating the trouble shooting steps?
-Satisfied
-Neutral
-Dissatisfied
4. Was your issue resolved during the 1st call itself?

- Yes
- No
5. The Technical Support executive listened carefully

- Shortly agree
- Agree
- Disagree
- Shortly disagree
- N/A
6. Did the Technical Support Executive offer you the option to fix your fault by remote access?
(They access your machine from their own premises)
-Yes
73
-No
-Not available
7. Please evaluate iCafe Manager Software performance

-Meet expectation
-Outstanding
-Exceeds expectation
8. Additional features want in iCafe Manager?

_____________________________________________________________________________
___________________________________________.
9. Based on your experience with our iCafe Manager, how likely would you be to
recommend us?
-Very likely
-Likely
-Neutral
-Unlikely
10. Which feature/features do you like most in iCafe Manager?

- Accounting
- Security
- Both Accounting and security
11. Was the Technical Support Executive friendly?
74
- Shortly agree
- Agree
- Disagree
- Shortly disagree
- N/A
12. About how long did you have to wait before your issue was resolved?
- Within 2 hours
- More than 12 hours
13. The Technical Support Representative was patient.

-Shortly agree
- Agree
- Disagree
- Shortly disagree
- N/A
14. Please share any additional comments about your experience or suggestions on how we can
better improve our technical support services.
--------------------------------------------------------------------------------------------------------------.
THANK YOU
75

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Customer satisfaction towards

ideacts Innovations is an Internet Media Company creating value in the shared

ideacts takes the opportunity to provide a differential targeting in a cluttered space.

Idea + act + innovate = ideacts innovations

2.1.2 PAST, PRESENT AND FUTURE

Globally, Sequoia Capital has an unparalleled track record of partnering with

2.1.3 iCafe Manager reaches all over India

Cyber Cafes: 18,936

2.1.5 Sales media:

2.2 PRODUCT PROFILE

2.2.1 iCafe Manager desktop

Minimum Software Requirements:

2.2.2 iCafe Manager Desktop Creative Specifications

Static = Less than 100 kb

2.2.3 iCafe Manager and its features:

iCafe Manager - Easy to use Complete Cyber Cafe Management Software

a. Complete Customer Management

b. Versatile Accounting System

 Easy to use Accounting system to manage your accounts

 Print Manager enables to track printouts automatically and save money

 Monitor bandwidth used by every terminal in your Cafe

 Keep track of websites browsed by the Cafe Users

 Control all Client Terminals from a single system

 Reduce Power consumption with the Power Save Feature

p. Inventory Management for Point of Sale

 Complete Inventory Management System which helps to maintain inventory of various

r. Enhanced Client Security by running Restricted User Environment

u. Employee Management and Access Control

v. Client - Server Application

y. Full Recovery After Power Failures

 Quick Help available on each screen

2.2.5 MARKET STATISTICS

Split by access point

 Preference for the primary access point is a function of the following

Split by User Demographic

2.2.6 Market competitors

2.2.7 Rewards and recognition

• Quarterly employee appreciation program (RnR) is a platform to reward

Company Incorporated March 2007

CLINCK prototype launched May 2007

First round of funding by Sequoia Capital India Nov 2007

All India CLINCK launch May 2008

Launch of CLINCK Cyber café manager an accounting software July 2009

Clinck cyber café renamed as a iCafe manager Oct 2011

Launched Globally/internationally Jan 2012

2.2.9 ORGANIZATIONAL STRUCTURE

DEFINITION OF RESEARCH DESIGN:

A research design is a market plan or model for conduction a formal investigation. It is a

3.2 Statement of problem/need to study:

3.3 OBJECTIVES OF THE STUDY

A Study On Cyber Cafe Industry across India.

Scope of the study:

3.4 Operational definition of concepts:

The sampling procedure used was convenience and judgment sampling, as in

Tools for data collection

Limitations of the study

 The study is limited to few areas in pune.