A study on “Measurement of customer Satisfaction’

of “GIT SYS”

Ms. Mousumi Das Department of BBA(H),

Reg. No: 173482010005 0F 2017-2018

Eminent College of Management and Technology

Barbaria, Barasat,
Kolkata-700126

Dissertation submitted to the

Maulana Abul Kalam Azad University of Technology, West Bengal

Accredited ‘B++’ Grade by NACC

IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE

DEGREE OF

Bachelor of Business Administration

Under the guidance of

Professor Amitava Ukil

Eminent College of Management and Technology

Kolkata-700126

JUNE 20__
 Eminent College of Management and Technology
(In Pursuit of Knowledge and Excellence)
Moshpukur Barbaria P.O. Jagannathpur Barasat,
Kolkata, West Bengal 700126
Phone No: 08420430756.

This is to certify that this dissertation entitled “measurement of customer satisfaction of

GITSYS”has been submitted by Mousumi Das to the university.

Date: Controller of Examinations

______EVALUATION CERTIFICATE
This is to certify that this dissertation has been evaluated
Internal Examiner External Examiner
Signature

Name

College

Date
 Eminent College of Management and Technology
(In Pursuit of Knowledge and Excellence)
Moshpukur Barbaria P.O. Jagannathpur Barasat,
Kolkata, West Bengal 700126

DECLARATION BY THE CANDIDATE

I hereby declare that this dissertation entitled “measurement of customer satisfaction of

GITSYS” is a bonafide and genuine research work carried out by me under the supervision and
guidance of professor Amitava Ukil .

Date:
Place: Mousumi Das
 Eminent College of Management and Technology
(In Pursuit of Knowledge and Excellence)
Moshpukur Barbaria P.O. Jagannathpur Barasat,
Kolkata, West Bengal 700126

CERTIFICATE BY GUIDE

This is to certify that the dissertation entitled “measurement of customer satisfaction of

GITSYS” is a bonafide research work done by Mousumi Das in partial fulfillment of the
requirement for the degree of BBA(H)

Amitava Ukil

Date: Eminent College of Management

Place: & Technology
Kolkata-700126
 Eminent College of Management and Technology
(In Pursuit of Knowledge and Excellence)
Moshpukur Barbaria P.O. Jagannathpur Barasat,
Kolkata, West Bengal 700126

ENDORSEMENT BY THE HoD & PRINCIPAL

This is to certify that the dissertation entitled “measurement of customer satisfaction of

GITSYS” is a bonafide research work done by Mousumi Das under the supervision and guidance
of Professor Amitava Ukil , Eminent College of Management & Technology, Kolkata. 700126

HOD PRINCIPAL
Amitava Ukil Surajit Goon
Designation & Head Principal
Department of BBA (H) Eminent College of Management & Technology,
Eminent College of Management & Technology, Kolkata - 700126
Kolkata - 700126

Date:
Date:
Place:
Place:
 Eminent College of Management and Technology k
(In Pursuit of Knowledge and Excellence)
Moshpukur Barbaria P.O. Jagannathpur Barasat,
Kolkata, West Bengal 700126

ENDORSEMENT BY THE HoD & PRINCIPAL

This is to certify that the dissertation entitled “measurement of customer satisfaction of

GITSYS” is a bonafide research work done by MousumiDas under the supervision and guidance
of professor Amitava Ukil, Eminent College of Management & Technology, Kolkata. 700126

HOD PRINCIPAL
Amitava Ukil Surajit Goon
<<Designation & Head>> << Principal >>
<<Department of BBA>> Eminent College of Management & Technology,
Eminent College of Management & Technology, Kolkata - 700126
Kolkata - 700126

Date:
Date:
Place:
Place:
 A study on “Measurement of customer Satisfaction’
of “GIT SYS”

Table of content
CHAPTER Topic Description Page no.
I Introduction 1-3
a) concept
b) strategy
c) Why did I choose the
tropics ?
II Industry Profile 4

III Company Profile 5 -6

IV Objective of the study 7

v 8-9
Literature Review
VI Research Methodology 10-11
VII Data Interpretation and 12-31
analysis
VII Observations and Findings 32-34
vIII Limitations and 35-36
recommendations
IX conclusion 37-38
X Bibliography 40
XI Annexure 40-42
a)Questionnaire
CHAPTER: I page no.1

Concept
Customer satisfaction is an unique term in marketing concept ,
without measuring Customer satisfaction marketing is
impossible .
The customer satisfaction is intractably related to the quality
revolution in the united states is practically incontrovertible.
The formalization of customer satisfaction as a quality
component in competition such as the Malcom Baldrige Nation
Quality Award further validated the customer satisfaction
research agenda.
Rigorous scientific inquiry and the development of a general
service quality theory can be attributed to parasuraman , berry
and zeithal (1985). Their discussion of customer satisfaction
,service quality , and customer expectation represents ane of
the first attempts to operationalize satisfaction in a theoretic at
context. Parasuraman, berry, and zeithaml proposed that the
ration of perceived performance.
Strategy page 2

Customers are the lifeline of a company. Marketing mix is

also a process of customer satisfaction .
Acquiring customers requires a lot of hard work and
expenses.
Let’s take a look at the ones that actually work.

1. First of all Know Your Customers

2. Offer Personalized Services
3. Provide Product Training and Customer Service
4. Turn to Social Media
5. Leverage Free WiFi
6. Have a Feedback Strategy in Place
Page 3
Why did I choose the tropics ?
Customer satisfaction is a concept of Marketing Mix. It is
a process how to measure the demand and supply of
any product or services in any long run or short run
condition of firm .
Importance of customer satisfaction
1. It is a point of differentiation
2. It reduces customer churn
3. It increases customer lifetime value
4. It reduces negative word of mouth

Customer satisfaction is very important tropic for marketing ,

that’s why I choose this tropics to learn the lesson of customer
satisfaction .
Chapter II page 4

Industry Profile
Digital Marketing refers promotional mix through various digital channels such
as
Domain & hosting , google , youtube , facebook, linked in , twitter , insagram,
mobile apps , email , blogs etcetera.
Some leading Digital Indicator is WIPRO , INFOSYS, AMAZON, Just Dial etcetera.

The prime Minister of India Narendra Modi launched Digital India on 1st july
2015, with a goal to connect rural areas with high Speed internet networks and
to improve digital literacy .

Nine pillars of Digital India

1. Broadband Highways
2. Universal Access to Mobile Connectivity
3. Public Internet Access Programme
4. Electronics Manufacturing
5. Early Harvest Programmes
6. e-Governance – Reforming Government through Technology
7. eKranti - Electronic delivery of services
8. Information for All
 9. IT for Jobss

Chapter III

COMPANY PROFILE page 5

GITSYS
Type : sole proprietorship
Owner : Goutam Das
[MBA(IIM,s), BTech (CU), BSc (CU), LLB]
Phone +8617297825
Email : info@gitsys.in
Address: 237 R.N Tagore Road kolkata-700077
Established in 2017
Offices : 2
Head office : DUMDUM (Kolkata)
Branch office : Burdwan
https://www.gitsys.in/
page-6

Mission

Our Mission is to provide

 utmost priority to our client’s requirements and

specifications.
 Furnishing timely delivery of projects.
 Maintaining sheer quality of projects.
 Assisting our clients with 24X7 support system.

Vision

We aim to acquire an ace in IT Field and fixate to spruce up

with the innovation .

Turn over : 1,55,000 P.A.

Chapter IV
0BJECTIVE OF THE STUDY PAGE-7

The main objective of the project is to

analyze consumer satisfaction of GITSYS
with other service providers in Kolkata .
And also present position of the company
on the basis of

i)To understand the perception of customers on

service quality.
ii) To understand the perception of customers on
service charges.
iii) To understand the Unique Selling Proposition
(USP)of the company.
Chapter V page:8
Literature Review on “customer satisfaction”
According to Philip Kotler
customer satisfaction means ‘person’s feeling of
pleasure or disappointment, resulted from
comparing a product’s perceived performance or
outcome against his/her expectations’
Customer satisfaction = f(perceived performance,
buyer’s expectations)

1. AK Rai had developed that definition

Customer satisfaction = Customer’s actual perception
of the service received – Customer’s expectation from
the service
Page 9

The Zeithaml and Bitner model

A customer’s actual expectations about a product inform us how
they anticipates & how that product will perform .

According to Olshavsky and Miller (1972) and Olson and Dover (1976) and
their researches as to manipulate actual product performance, their aim
was to discover how perceived performance ratings were influenced by
expectations.

Customer’s expectations are fulfilled when a product performs as they

expect and vice-versa is adversely confirmed when a product performs
more poorly than it was expected.

The disconfirmation becomes favorable when a product performs over the

expectations(Churchill & Suprenant 1982).
Chapter VI page 10

Research Methodology

Research Method: Case Study Approach

Study unit: GITSYS
Sample Size : 50
Sampling Method: Convenience Sampling
Method
Sources of data:
i)Primary Data has been collected through
Direct interview method and Sample region is
south Kolkata region.
ii) Secondary data : Book , magazine,
websites ,etc.
Data Analysis :
• Statistical Tools and Technique :
Collected primary data are analyzed with the
help of statistical table and charts.

Period of study: Two months

Chapter VII page 12

Data Interpretation and analysis

 To understand the perception of customers
on service quality.
Q-1: How you grade the services of “General
Information Technology system”?
Q-2:Do you think the services of “General Information
Technology system” is better than others ?
Q-3:what are the reasons behind selecting “General
Information Technology system”?
Q-4: What do you think about the update of the
quality of our services ?
Q-5: what type of update we need to have to satisfy
your demand ?
Page 13
Q-1: How you grade the services of “General
Information Technology system”? (survey based
analysis)Opinions of 50 Sample Points

Table no. 1

Particulars Poor Fair Good Very

Good
No. of 0 15 15 20
persons

Bar diagram represents the assent of above mentioned quality

Page 14
Q-2:Do you think the services of “General
Information Technology system” is better than
others ? (survey based analysis)Opinions of 50
Sample Points
Table no. 2
Particulars yes No
No. of persons 45 5

45
40
35
30
25 3-D Column 1
20 3-D Column 2
3-D Column 3
15
10
5
0
yes No

Bar diagram represents the assent of customers

Page 15
Q-3:what are the reasons behind selecting
“General Information Technology
system”? (survey based analysis)Opinions of 50
Sample Points
Table no. 3
Particulars Flexible to use 24 X7 hours
customer support
system

No. of persons 10 40

Bar diagram represents the assent of above mentioned reasons

Page 16
 Q-4:What do you think about the update of the quality of
our product ? (survey based analysis)Opinions of 50
Sample Points
Table no. 4
Particulars We need update We are too enough
to update
No. of persons 50 0

50

40

30 NUP
Don’t nup
20
3-D Column 3
10

0
1st Qtr

Bar diagram represents the above mentioned assent of

customers

Page 17
 Q-5:.what type of update we need to have to satisfy
your demand ? (survey based analysis)Opinions of
50 Sample Points
Table no. 5
Reasons Yes ( no. persons )

More flexible to use 20

More competitive 50
More creative 48
More smart 50

Bar diagram represents the reason to make more efficient

Page 18
Data Interpretation and analysis
 To understand the perception of customers
on service charges.
Q-6:Are you satisfied with our service charges ?
Q-7:Why are you satisfied with our charges?
Q-8: Why are you dissatisfied with our charges?
Q-9: Do you think the charges should be reduced ?
Q-10: What should we have to do for creating
effective charges for the consumer?

Page 19
Q-6:Are you satisfied with our service charges ?
(survey based analysis) Opinions of 50 Sample Points
Table no. 6
Particulars Satisfied Highly satisfied Dissatisfied

No. of persons 35 10 5
Page -20

Bar diagram represents the satisfaction level of consumer

Page 21
Q-7:Why are you satisfied with our charges?
(For those who are satisfied with our charges)
Table no. 7

Particulars Economical Fair price

No.of persons 20 25
(out of 45)

Bar diagram represents the assent of above mentioned reasons

Page 22

Q-8: Why are you dissatisfied with our charges?

(For those who are not satisfied with our charges )
Table no. 8

Particulars No credit facility Packages exclude

some quality
services

No. of persons 2 3

Bar diagram represents the assent of above mentioned reasons

Page 23
Q-9: Do you think the charges should be reduced ?
(survey based analysis) Opinions of 50 Sample
Points
Table no. 9

Particulars Yes No
No. of persons 45 5

45
40
35
30
25 3-D Column 1
20 3-D Column 2
15 3-D Column 3
10
5
0
yes No

Bar diagram represents the assent of above mentioned reasons

Page 24
Q-10: What should we have to do for creating effective
charges for the consumer? (survey based analysis) Opinions of 50
Sample Points
Table no. 10
Suggestions from the a)Different packages for
consumer different consumer to create
different package rates

c)Quality of the services

should remain the same as
high as it was with effective
charges with effective
packages system .

page 25
 Data interpretation and analysis on the basis of the
Unique Selling Proposition (USP)of the company?
Q-11: How can you identify” General Information
Technology system” superior than others?
Q-12:which services of “General Information
Technology system” are better than other
organizations?

Page 26
Q-11: How can you identify” General Information
Technology system” superior than others? (survey
based analysis) Opinions of 50 Sample Points

Table no. 11

Particulars No. of persons

Prompt services 20

Fair price 10

24x7 “ hours support 20

 Page 27

25
20
15 Series 1
10
Column1
5
Column2
0
PS FP 24X7
hr.sup

Bar diagram represents the assent of above mentioned reasons

Page 28
Q-12:which services of “General Information
Technology system” are better than other
organizations? (survey based analysis) Opinions of 50
Sample Points

Table no. 12

particulars No. of persons Remarks

custom software 35 Any kind of

custom software

SEO(Search 15 Free “on page

Engine SEO”
Optimization)
Page 29
40
30
Series 1
20 Series 2
10 Series 3
0
CS SEO

Bar diagram represents the assent of above mentioned reasons

Page 30
SWOT analysis Of GITSYS

Strengths weakness

oppotunity Threat

According to our survey results

• Strengths of our organization

1.Services
2.Loyalty
3.customer support system
4.Goodwill
Page 31
 Weakness of our organization
1. Cost of services should be more effective
2. Perfectly competitive market conditions
3. Lack of manpower
4. Lack of share capital
 Opportunity of our organization
1. Brand image
2. Market Reputation
 Threat for our organization
1. Innovators
2. competitors

Page 32
 Chapter VII

Observations and Findings

 observations on the basis of perception of
customers on service quality.
 Majority of the customers are satisfied with the quality
of our services
 Majority of consumers satisfy with the 24x7 hours
customer support system of GITSYS

 services should be more updated for future

according to our consumer

Page 33
 observations on the basis of perception of
customers on service charges.
 Majority of customers think that our service
charges are Fair
 Price should be more attractive for all type of
consumer with high quality

Page 34
 observations on the basis of Unique Selling
Proposition (USP)of the company?

a)Majority Customers think that “General

Information Technology system “is unique on
the basis of
• Prompt services
• “24x7 “ hours customer support system
b) Majority of customer satisfy with the variety
of our custom software

page 35
Chapter VIII

Limitation and Recommendation

1. Limitation
 Only the persons who purchased the
products of “GITSYS”
 The sample size was limited only to fifty
numbers of respondents, which is small
for the objective of the study
 Some of the customer were reluctant to
provide the required information
 Some information is rigid and complex
 I have had my research only 3 months
 Unfortunately as it is a pandemic session occurred
due to COVID-19 my research has not been
completed for the Natural disaster ,I desired more
consumer to visit but I can not .

Page36
 2.Recommendations
 GITSYS should be more updated
 GITSYS should be more competitive to survive
and to grow
 Price should be more attractive for all type of
consumer with high quality

 GITSYS needs more innovations and creativity

to survive and grow

 It should Improve customer touch point (e.g.

website navigation)
 System should be more professional and
prominent
 GITSYS needs more market research to
measure consumer satisfaction
 GITSYS needs more marketing research to
know customer demands , exactly what they
want to satisfy their needs .

Chapter IX page 37
CONCLUTION
 The project gave me tremendous opportunity to
have a first hand experience of project study . I have
dedicated to portray best profile and tried to bland
my thoughts in right possible manner
 For the organization view point the project will play
a significant role and I hope this project will
contribute to its advantage
 However with some more time , this project could
have been realistic
 In light of the above my humble request to all my
readers is to view this enter project as an expression
of my academic thoughts
 After conducting market research for GITSYS
organization ,we come to know different needs of
consumer , their valuable suggestions , response to
the different questions. With this information we
can conclude that there is a good market awareness
about GITSYS’

page 38
  Customer Satisfaction Level of most respondents is
higher for GITSYS, which has been provided by
survey’
 Higher satisfaction level of customer for GITSYS was
reputation , goodwill and services
 The project which was given to me is “ measurement
of customer satisfaction “ I have tried to give my
level best and this is a result of an honest effort of
mine. This recommendation which I made is little
but I will be happy if that helps to the organization . I
hope that next time it will be more effective for the
organization

Chapter X page 39
Bibliography
References
 BOOKS
Philip Kotler
 MAGAZINE
Business & Economy Magazine
 Website and links: https://www.gitsys.in/
https://technians.com/blog/benefits-importance-digital-marketing/
https://www.freshworks.com/freshcaller-cloud-pbx/call-center-software/customer-satisfaction-
definition-blog/

https://www.lyfemarketing.com/blog/importance-of-digital-marketing/
https://shodhganga.inflibnet.ac.in/bitstream/10603/10529/7/07_chapter2.pdf

https://www.convirza.com/blog/6-questions-to-figure-out-your-unique-selling-point-usp-2/

Chapter XI page 40
Questionnaire
Student Name: Mousumi Das
Mobile: 7003375604
E-mail id :mdmousumi5@gmail.com

Major research questions

 To understand the perception of customers
on service quality.
Q-1: How you grade the services of “General
Information Technology system”?
Q-2:Do you think the services of “General Information
Technology system” is better than others ?
Q-3:what are the reasons behind selecting “General
Information Technology system”?
Q-4: What do you think about the update of the
quality of our services ?
Q-5: what type of update we need to have to satisfy
your demand ?

page 41
 Data interpretation and analysis on the basis of the
perception of customers on service charges.

Q-6:Are you satisfied with our service charges ?

Q-7:Why are you satisfied with our charges?
Q-8: Why are you dissatisfied with our charges?
Q-9: Do you think the charges should be reduced ?
Q-10: What should we have to do for creating
effective charges for the consumer?
 Page 42
 Data interpretation and analysis on the basis of the
Unique Selling Proposition (USP)of the company?

Q-11: How can you identify” General Information

Technology system” superior than others?
Q-12:which services of “General Information
Technology system” are better than other
organizations?

Date
Place signature