CHAPTER -1

INTRODUCTION

1
Customer Satisfaction is creating a team relationship among sales,
marketing, and customer support activities within an organization. Another
narrow, yet relevant, viewpoint is to consider CUSTOMER
SATISFACTION only as customer retention in which a variety of after
marketing tactics is used for customer bonding or staying in touch after the
sale
The core theme of all CUSTOMER SATISFACTION and relationship
marketing perspectives is its focus on cooperative and collaborative
relationships between the firm and its customers, and/or other marketing
actors. CUSTOMER SATISFACTION is based on the premise that, by
having a better understanding of the customers’ needs and desires we can
keep them longer and sell more to them.
Improving customer service
CUSTOMER SATISFACTIONs are claimed to improve customer service.
Proponents say they can improve customer service by facilitating
communication in several ways:
 Provide product information, product use information, and technical
assistance on web sites that are accessible 24 / 7
 Help to identify potential problems quickly, before they occur
 Provide a user-friendly mechanism for registering customer
complaints (complaints that are not registered with the company
cannot be resolved, and are a major source of customer
dissatisfaction)
 Provide a fast mechanism for handling problems and complaints
(complaints that are resolved quickly can increase customer
satisfaction)

2
  Provide a fast mechanism for correcting service deficiencies (correct
the problem before other customers experience the same
dissatisfaction)
 Identify how each individual customer defines quality, and then
design a service strategy for each customer based on these individual
requirements and expectations
 Use internet cookies to track customer interests and personalize
product offerings accordingly
 Use the internet to engage in collaborative customization or real-time
customization

There are a number of reasons why CUSTOMER SATISFACTION has

become so important in the last 10
years. The competition in the global market has become highly competitive,
and it has become easier for customers to switch companies if they are not
happy with the service they receive. One of the primary goals of
CUSTOMER SATISFACTION is to maintain clients. When it is used
effectively, a company will be able to build a relationship with their
customers that can last a lifetime.

Customer Satisfaction tools will generally come in the form of software.

Each software program may vary in the way it approaches CUSTOMER
SATISFACTION. It is important to realize that CUSTOMER
SATISFACTION is more than just a technology.

Customer support is directly connected to CUSTOMER SATISFACTION.

If a company fails to provide quality customer support, they have also failed

3
with their CUSTOMER SATISFACTION system. When a customer makes
complaints, they must be handled quickly and efficiently. The company
should also seek to make sure those mistakes are not repeated. When sales
are made, they should be tracked so that the company can analyze them from
various aspects. It is also important to understand the architecture of
Customer Satisfaction.

Privacy and ethical concerns

CUSTOMER SATISFACTIONs are not however considered universally
good - some feel it invades customer privacy and enable coercive sales
techniques due to the information companies now have on customers - see
persuasion technology. However, CUSTOMER SATISFACTION does not
necessarily imply gathering new data, it can be used merely to make "better
use" of data the corporation already has. But in most cases they are used to
collect new data.

Origin of CUSTOMER SATISFACTION

CUSTOMER SATISFACTION originated in early 1970s when the business
units had a manifestation that it would be advisable to become ‘customer
emphatic’ (more emphasis on customers) rather that ‘product emphatic’.
Birth of CUSTOMER SATISFACTION was because of this heedful
perceptiveness.
Previously business was quite easy as it was mere a one-to-one dealing
without any specific process. But with time, due to incoming complexities in
communication, it found itself in troubled waters. Emerging of new
strategies and technologies in global marketplace and a massive degree of

4
competition in business, the approach needed to be changed to proactive
rather than reactive. Customer Satisfaction came as a process that dealt with
relationships with customers surpassing the whole business.
Originally Customer Satisfaction was based on three major principles;
shielding the current customers, fostering new customers and enhancing
asset value of all the customers. With the advent of CUSTOMER
SATISFACTION which was integrated with high end software and
technology, business perspectives were totally changed. A CUSTOMER
SATISFACTION system eventually emerged as consisting of company-full
of information which is depicted sophistically to increase business profit and
meliorate customer satisfaction and loyalty, on the same hand reduces
business cost and investment
The outgrowth in origin of CUSTOMER SATISFACTION as a strategic
approach is a result of some of the following important perspectives:
 The belief that customers are the real assets and not just the people in
the audience.
 Extensive use of software and technologies to maintain useful
information and no manual labour.
 The approach of concentrating more on customer values rather than
concentrating on how the product is delivered to the customer.
 The approach of focusing on customer satisfaction and loyalty rather
than focusing self satisfaction and profit.
 The realization that the traditional trends of marketing and selling are
increasingly fading out in the current economic scenario.

5
Features of CUSTOMER SATISFACTION
Customer Satisfaction is a strategy which is customized by an organization
to manage and administrate its customers and vendors in an efficient manner
for achieving excellence in business. It is primarily entangled with following
features:
 Customers Needs- An organization can never assume what actually a
customer needs. Hence it is extremely important to interview a
customer about all the likes and dislikes so that the actual needs can
be ascertained and prioritized. Without modulating the actual needs it
is arduous to serve the customer effectively and maintain a long-term
deal.
 Customers Response- Customer response is the reaction by the
organization to the queries and activities of the customer. Dealing
with these queries intelligently is very important as small
misunderstandings could convey unalike perceptions. Success totally
depends on the understanding and interpreting these queries and then
working out to provide the best solution. During this situation if the
supplier wins to satisfy the customer by properly answering to his
queries, he succeeds in explicating a professional and emotional
relationship with him.
 Customer Satisfaction- Customer satisfaction is the measure of how
the needs and responses are collaborated and delivered to excel
customer expectation. In today’s competitive business marketplace,
customer satisfaction is an important performance exponent and basic
differentiator of business strategies. Hence, the more is customer
satisfaction; more is the business and the bonding with customer.

6
 Customer Loyalty- Customer loyalty is the tendency of the customer
to remain in business with a particular supplier and buy the products
regularly. This is usually seen when a customer is very much satisfied
by the supplier and re-visits the organization for business deals, or
when he is tended towards re-buying a particular product or brand
over times by that supplier. To continue the customer loyalty the most
important aspect an organization should focus on is customer
satisfaction. Hence, customer loyalty is an influencing aspect of
CUSTOMER SATISFACTION and is always crucial for business
success.
 Customer Retention- Customer retention is a strategic process to keep
or retain the existing customers and not letting them to diverge or
defect to other suppliers or organization for business. Usually a loyal
customer is tended towards sticking to a particular brand or product
as far as his basic needs continue to be properly fulfilled. He does not
opt for taking a risk in going for a new product. More is the
possibility to retain customers the more is the probability of net
growth of business.
 Customer Complaints- Always there exists a challenge for suppliers
to deal with complaints raised by customers. Normally raising a
complaint indicates the act of dissatisfaction of the customer. There
can be several reasons for a customer to launch a complaint. A
genuine reason can also exist due to which the customer is dissatisfied
but sometimes complaints are launched due to some sort of
misunderstanding in analyzing and interpreting the conditions of the
deal provided by the supplier regarding any product or service.
Handling these complaints to ultimate satisfaction of the customer is
7
 substantial for any organization and hence it is essential for them to
have predefined set of process in CUSTOMER SATISFACTION to
deal with these complaints and efficiently resolve it in no time.
 Customer Service- In an organization Customer Service is the
process of delivering information and services regarding all the
products and brands. Customer satisfaction depends on quality of
service provided to him by the supplier. The organization has not only
to elaborate and clarify the details of the services to be provided to
the customer but also to abide with the conditions as well. If the
quality and trend of service go beyond customer’s expectation, the
organization is supposed to have a good business with customers.

8
 Chapter -2

Profile of the Company

9
Taj Hotel
Indian Hotels Company Limited (IHCL), branded as Taj Hotels Resorts
and Palaces,[4] is a chain of hotels and resorts headquartered at Oxford
House in Mumbai,[5] which was incorporated by the founder of the Tata
group, Jamsetji Tata, in the year 1903. This company is a part of the Tata
group, one of India's largest business conglomerates. As of 2017, Taj Group
operates a total of 101 out of which it has 85 hotels across India and 16
hotels in the UK, USA, Zambia, South Africa, Maldives, Malaysia, Bhutan,
Nepal, Sri Lanka and the U.A.E., and employed over 13000 people in the
year 2010.[5][8] Taj Group also owns a few private islands

Jamsetji Nusserwanji Tata, founder of the Tata Group, opened the Taj Mahal
Palace, a hotel in Mumbai (formerly called Bombay) overlooking
the Arabian Sea, on 16 December 1903. It was the first Taj property and the
first Taj hotel. There are several anecdotal stories about why Tata opened the
Taj hotel. According to a story he decided to open the hotel after an incident
involving racial discrimination at the Watson's Hotel in Mumbai, where he
was refused entry as the hotel permitted only Europeans. Hotels which
accepted only European guests were very common across British India then.
According to another story he opened the hotel when one of his friends
expressed his disgust about the hotels which were present in Bombay then.
But a more plausible reason was advanced by Lovat Fraser, a close friend of
the Tata and one of the early directors of the IHCL group, that the idea had
long been in his mind and that he had made a study on the subject. He did
not have any desire to own a hotel but he wanted to attract people to India
and to improve Bombay. It is said that Jamsetji Tata had travelled to places
like London, Paris, Berlin and Düsseldorf to arrange for materials and pieces

10
of art, furniture and interior artefacts for his hotel. The Taj group has since
then developed and flourished, under the Tata Group.

The Taj Mahal Palace in Mumbaiis the first hotel of Taj, opened in the year
1903

In 1974, the group opened India's first international five star deluxe beach
resort, the Fort Aguada Beach Resort in Goa. In 1970s, the Taj Group also
began its business in metropolitan hotels, opening the five-star deluxe
hotel, Taj Coromandel in Chennai, in 1974, acquiring an equity interest and
operating contract for the Taj President (now Vivanta by Taj - President), a
business hotel in Mumbai, in 1977, and also opening the Taj Mahal Hotel in
Delhi in 1978.

The group has been converting royal palaces in India into luxury hotels since
the 1970s. The first palace to be converted into a Taj luxury hotel was
the Lake Palace in Udaipur, in 1971. Other examples include the Rambagh
Palace in Jaipur, Umaid Bhawan Palace in Jodhpur, Falaknuma
Palace in Hyderabad and Nadesar Palace in Varanasi.

A part of the Umaid Bhawan Palacein Jodhpur is a Taj luxury hotel and it is
a member of the Leading Hotels of the World

In 1980, the Taj group opened its first hotel outside India, the Taj Sheba
Hotel in Sana'a, in Yemenand in the late 1980s, acquired interests in the St.
James' Court Hotel (now comprising Taj 51 Buckingham Gate Suites and
Residences and St. James' Court, A Taj Hotel) in London. In 1984, the Taj
group acquired, under a license agreement, each of the Taj West End in

11
Bangalore, Taj Connemara (now Vivanta by Taj - Connemara) in Chennai
and Savoy Hotel in Ooty. With the opening of the Taj West End in
Bangalore, the Taj Group made its foray into Bangalore. The five star deluxe
hotel, Taj Bengal in Kolkata, was opened in the year 1989, and with this the
Taj group became the only hotel chain in India with a presence in the six
major metropolitan cities of India, namely Mumbai, Delhi, Kolkata,
Bangalore, Hyderabad and Chennai.

Two hotels of the Taj group, namely Rambagh Palace in Jaipur and the Taj
Mahal Palace in Mumbai, were ranked in 2013 by Condè Nast
Traveler among the Top 100 Hotels and Resorts in the World. In late 2013,
the Indian Traveller magazine ranked Taj Lake Palace in Udaipur and Taj
Exotica Resort & Spa in Maldives on ranks 34 and 98, respectively, in the
list of 100 Best Hotels & Resorts. Condè Nast Traveler also ranked the Taj
Mahal Palace in Mumbai on number 13 in the list of Gold Standard Hotels,
in 2014.

12
 CHAPTER-3

RESEARCH METHODOLOGY

13
14
OBJECTIVE

To Study of Taj Hotel

To study Customer SAtisfaction in Hotel Industry

To measure the customer satisfactory level at Taj group of hotel.

To study the customer and service provider

To measure the expectations of customers about Taj group of hotel.

To know the quality of service and the feedback from the customer.

4.4) Research Method:

15
 Broadly speaking, we can classify the Research Designs into 2 types:

4.4.1) Exploratory Research Design:

This is generally used to clarify thoughts and opinions about the research

problems or the respondent population.. Exploratory research studies are also known as

Formulative Research Studies.

4.4.2) Descriptive Research Design:

Descriptive Research Studies are those studies which are concerned with

describing the characteristics of a particular individual, or of a group

4.5) Research Design Opted:

. In this research process the design opted for research is the Descriptive Research

Design.

4.5.1) Sampling Method:

. The sampling procedure adopted in this study is non-probability convenience

samplings ; the chance of any particular unit in the population being selected is unknown.

The sample units chosen are primarily on the basis of convenience.

Here convenient sampling will be used to pick the sample units and respondents therein.

Thus, altogether the study proposes to have 100 respondents.

16
4.6)Source Of Data:

In a broader sense we can say that two types of data are available to the

researcher. They are as follows:

4.6.1) Primary Data:

Primary research involves the collection of original primary. It is often

undertaken after researchers have gained some insight into an issue by

reviewing secondary research or by analyzing previously collect primary

data. It can be accomplished through various methods, including

questionnaires and telephone interviews, etc.

4.6.2) Secondary Data

Secondary data refers to data that was collected by someone other than

the user. Common sources of secondary data for social science include

censuses, information collected by government departments,

organisational records and data that was originally collected for other

research purposes.

17
 Tools Used For Data Collection:

The tools used for primary data collection was a structured questionnaire that

includes both open ended and close ended questions. Secondary data was collected from

the certain websites, books and major chunk of information was collected by visiting

College, and competitive stores. The collected data was organized, processed and

tabulated in separate tables under specific heading. The data was processed using the

percentage method.

4.8) Limitations Of The Study:

The market is huge and wide. May be given a more detailed analysis and some

may not get the much. The Project study had to face certain problems when carrying out

the Project work. Some of the limitations are as follows:

Only generalized pattern can be arrived from the survey that will be conducted later. So

no accurate analysis is possible.

During the project some of the respondents may fill the questionnaire without reading the

questions properly and sometimes just for the sake of filling it. So the information

may not be 100% accurate.

The results could be biased as judgment sampling is used.

The study is limited to the city of Jaipur.

The customers in many cases reluctant to answered many questions.

The respondents may be biased on influenced by some other factors.

18
Only literates participated, it took us lot of time in collecting information.

The mere information which we get from the customers is not sufficient to arrive at a

conclusion.

The seasonal changes affect the sale.

19
 Why do you prefer Hotel food ?
a) Tasty Food b) Bachelor c) Student
d) Party e) Other Specility

35
35

30

25
25

20
20

15
15

10

5
5

0
Tasty Food Bachelor Student Party Other Specility

Analysis: Many type of consumer are in market and graph will be describe the all type of

consumer 20% go for tasty food 25% go for They are bachlors 35% of are

Go for because they are student 15% go for Partys and 5% go for other specility.

20
Inference: The 35% respondents top of mind recall is Student.

Your opinion towards parking facility ?

(a) Highly Satisfied (b) Satisfied (c) Moderate

(d) Dissatisfied (e) Highly Dissatisfied

: Analysis

50
50
45
40
35
30
25
20
20
15
10 10 10
10
5
0

Analysis; The above table shows that, About parking facility in taj hotel

and consumer satfaction on it on the basice of 100 first 20%

Of people is Higher satisified 50% of people is satisified 10%

Of people are Moderate 10% people is Dissatisfied 10% people

are Highly Dissatisfied

21
Inference: So moestly 50% of people are satisified .

Who influenced you to visit the hotel?

(a) spous (b) family (c) friends

(d) colleagues (e) other specify

35
35

30
30

25

20
20

15
15

10

5
5

0
spouse family friends colleagues other specify

Analysis: The above table shows that, What kind of things are influenced the hotel visit

of any consumer first 35% are peopel go for spous 20% of go for family

15% are go for friends influence and 30% are go for because they are colleagues

5% are go for Other specify

Inference: Mostly are go for Spouse 35% of people are agery with it

22
23
 Your visit to the hotel is with in ?
(a) spouse (b) family (c) friends
(d) colleagues (e) other specify
35
35

30
30

25

20
20

15
15

10

5
5

0
spouse family friends colleagues other specify

Analysis: The above table shows that, , What kind of things are influenced the hotel

visit of any consumer first 35% are peopel go for spous 20% of go for family

15% are go for friends influence and 30% are go for because they are colleagues

5% are go for Other specify

Inferences: Most people are visit in hotel because they want very good experience in

Hotel service.

24
25
 How many times you visit Hotel in a month ?
(a) once (b) twice (c) more than twice

40
40
35
35

30
25
25

20

15

10

0
once twice more than twice

Analysis: The table will describe how many consumer are visit in hotel and how many

time 35% of people are say that they go one time in a month 40% of say they go twice in

a month 25% say more then twice in a month

Inferences: Mostly 35% of people are say they go once in a month

26
 Whether the Item mentioned in the menu is available ?
(a) yes (b) no

60 55

50 45

40

30

20

10

0
yes no

Analysis: The above table shows that, How many item are available in menu so 55% of

people are say yes and 45% people are say no on it

Inference : So in this question mostly 55% people are aragy with the menu is available in

hotel.

27
 Are you aware of the branches of Taj Hotel ?
(a) yes (b) no

75
80

70

60

50

40

25
30

20

10

0
yes no

Analysis: Mostly 75% of people are know about the branches of Taj hotel and 25%of
people are not aware about Taj hotel branches.So this table describe this.

28
 You frequent visit to the hotel is at ?
(a) morning (b) afternoon (c) evening
(d) night (e) no fixed lime

40
40

35

30
25 25
25

20
15
15
10
10

0
morning afternoon evening night no fixed line

Analysis: The above table shows that 25% of say they only visit morning in hotel 40% of

People are say they only go in hotel afternoon and 15% of people are say they

Only go in evening and 10% of people are say they only go in night and

Last but not the least 25% of people are say they have not a fixed line to go

In hotel

Inferences: So mostly people are go in afternoon The 40% of people are agary

With it

29
 Which is your favorite mid day food item?
(a) meals (b) Veg etable briyani (c) curel rice
(d) Roti (e) Parotta (f) other specify

40 40
40

35

30
25 25
25

20
15
15
10
10

0
meals veg etable curel rice roti parotta other specify
briyani

Analysis: In this table the table will describe what kind of food is your favorite mid day

food so 25% of people with meals 40% of people are with vegetable briyani 15%of

people are with curel rice 10% of people are with roti 25% of people are with parotta and

40% of people are with other specify.

30
 Summary of Findings

FINDINGS:

 Taj Hotel has excellent percentage of customer satisfaction

according to the data shown in table of the data analysis and
Interpretation topic.
 Most of the people are satisfied with its low maintenance cost
and after sales service provided by TAJ HOTEL.
 The bill amount was same as estimated amount of only 50.90%
customers.
 More than 70% of customers were fully satisfied from service
provided by their service advisor.
 Customer satisfaction lies in the services and the brand image
of the company that iss positioning of the company
 Sales representative does not plays an important role in
maintaining customer relations.

Recommendation
 87% of customers received attention promptly at the time of
booking of car.
 Majority of respondents were extremely satisfied with the
service provided by the company.
 Majority out of the respondents gave feedback system as the
most effective tool of the company.
 The help provided by the relationship maintainers at TAJ
HOTEL is good.

31
  Majority of respondents are very satisfied with the issue
resolution.

conclusions

 Company should conduct feedback survey from their

representative to know about the customer problems.
 The suitable advertising campaign can be carried.
 In CUSTOMER SATISFACTION the automobile dealers have to
learn from other service industry such as airline service industry.
 Proper training should be given to the employees on the new
Customer Satisfaction technology that is being adopted by the
organization.
 There should be implementation of Microsoft dynamic
CUSTOMER SATISFACTION which is specially designed for
multitasking for businesses to maximize their investment and
enhance productivity.
 Company has to focuses more on sales representatives.
Scope of the furhter Study
 Majority of respondents are very satisfied with the quality of
advice provided by the company.
 The overall quality of issue handling is good at TAJ HOTEL
 Customers are extremely satisfied with the contacting the
customer service from the company.
 The brand image of the company effects on the customers.
 The calling system at K.S TAJ HOTEL is very effective tool
for remain in contact with the customers.

32
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34
 Quesstionnaire
Q1. Why do you prefer outside food
(a) Tasty Food (b) bachelor (c) student
(d) party (e) other specility
Q2. How you came to know about SASG
(a) Radio (b) Television (c) New Paper
(c) Publicty (e) word of mouth (f) friends
(g) Relatives
Q3. Who influenced you to visit the hotel?
(a) spouse (b) family (c) friends
(d) colleagues (e) other specify
Q4. Your visit to the hotel is with
(a) spouse (b) family (c) friends
(d) colleagues (e) other specify
Q5. How many times you visit SASG in a mouth
(a) once (b) twice (c) more than twice
Q6. Whether the times mentioned in the menu is available
(a) yes (b) no
Q7. Are you aware of the branches of SASG
(a) yes (b) no
Q8. You frequent visit to the hotel is at
(a) morning (b) afternoon (c) evening
(d) night (e) no fixed lime
Q9. which is your favorite mid day food item
(a) meals (b) Veg etable briyani (c) curel rice
(d) Roti (e) Parotta (f) other specify

35