INTRODUCTION

SERVICE QUALITY What do we mean when we speak of service quality? Company personnel need a common understanding in order to be able to address such issues as the measurement of service quality, the identification of causes of service quality shortfalls, and the design and implementation of corrective actions. Service quality has been defined by experts in various ways as: 'Service Quality is the difference between customers' expectations for service performance prior to the service encounter and their perceptions of the service received. According to Gefan Service quality is the subjective comparison that customers make between the qualities of service that they want to receive and what they actually get.' Service quality is 'the delivery of excellent or superior service relative to customer expectations Service quality is recognized as a multidimensional construct. While the number of dimensions Often varies from researcher to researcher, there is some The most popular dimensions of service qualityfeature five dimensions: tangibles reliability, responsiveness, empathy , and assurance In the case of services, because customers are often either direct observers of the production process or active participants, how the process is performed also has a strong influence on the overall impression of the quality of service. A well-performed service encounter may even overcome the negative impression caused by poor technical quality as well as generate positive word-of-mouth, particularly if customers can see that employees have worked very hard to satisfy them in the face of problems outside their control. Employees are part of the process, which connects with the customer at the point of sale, and hence employees remain the key to success at these service encounters or moments of truth. It is these encounters with customers during a service that are the most important determinants of overall customer satisfaction, and a customers experience with the service will be defined by the brief experience with the firms personnel and the firms systems.

It is very important to do the service right the first time. In case a service problem does crop up, by resolving the problem to the customers satisfaction, the company can significantly improve customer retention. However, companies fare best when they prevent service problems altogether and fare worst when service problems occur and the company either ignores them or does not resolve them to the customers satisfaction. Performing the service accurately is perhaps the most important factor in service quality excellence. The cost of performing the service inaccurately includes not only the cost of redoing the service but also the cost associated with negative word-of-mouth generated by displeased customers. In case of services, the factory is the field. Again, services are intangible and hence the criteria for flawless services are more subjective than the criteria for defect-free tangible goods. Hence for most services, customers perceptions of whether the service has been performed correctly, and not provider-established criteria, are the major determinants of reliability.

Company Profile:

GRC InfoTech Pvt. Ltd., is professional web development, Industrial Training and Consultancy company based in Chandigarh (India). We focus the needs of our clients to provide 100% satisfaction. Our company is involved in providing web design and web development services, software design and development and Search Engine Optimization. We are prepared and educated to better provide a face for your business on the Internet. GRC India based Website and Development Company in India providing job oriented software training and Live projects for MCA, BCA, B-TECH, M.TECH, MSC-IT and BSC-IT Students. Industrial Training Services in: Six Weeks Industrial Training for B.Tech and MCA Students. Six months Industrial Training for B.Tech and MCA Students.

GRC is providing education & Training to the B-Tech students and MCA students evaluate them during their 6 weeks and 6 months and then shortlist the deserving students for recruitment in

Our Company and other companies in India. Diversified range of latest technologies from software (ASP.NET, Java, C/C++,Php ,CCNA and Networking). Development Services in: Web Designing Web Development Search Engine Optimization Search Engine Marketing Google Indexing

Websites made by OM GRC InfoTech Pvt Ltd:

www.icseindia.org www.dpsyamunanagar.com www.gowthcatalyst.in www.pacl.clanteam.com www.aryanworldwideholidays.com www.frenzytechnologies.com www.zevraatjewellry.com www.thesinglacomputers.com www.bittusatoz.com www.pbplaygame.com

THE SERVICE QUALITY MODEL

THE GAPS IN THE MODEL

Gap 1: Customer Expectations Management Perceptions Gap Gap 2: Management Perceptions - Service Quality Specifications Gap Gap 3: Service Quality Specifications - Service Delivery Gap Gap 4: Service Delivery - External Communications Gap
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Gap 5: Expected Service - Perceived Service Gap (or the Service Performance Gap)

HOW TO FULFILL THE GAPS? CUSTOMER EXPECTATIONS - MANAGEMENT PERCEPTIONS GAP Collect data on customer expectations Relate customer data to overall service strategy Increase management contact with customers Increase internal communications Track performance on satisfaction

INAPPROPRIATE QUALITY SERVICE STANDARDS Leadership commitment Cant be done - create possibilities Standardize tasks Goal setting - based on service goals

THE SERVICE-PERFORMANCE GAP Provide data on performance, on definition of standards for excellent service Provide opportunity to change and to grow Provide training - educate employees about customers Harmonize roles - define in customer service terms Develop team environment - work together.
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THE PROMISE-DELIVERY GAP Break down barriers between departments Communicate freely Understand and mentor internal customers Standardize and communicate policies and procedures Communicate standards, policies and procedures to customers Emphasize primary characteristics Manage customer expectations

EXPECTED SERVICE - PERCEIVED SERVICE GAP This gap is the result of the other gaps This is the gap the customer notices Feedback on this gap (complaints) is diagnostic of the other gaps Here is where we obtain information that provides the imperative for improvement. Proactively seeking feedback here is essential to improvement

DESCRIPTION OF SERVQUAL The SERVQUAL method from Valarie A. Zeithaml, A. Parasuraman, and Leonard L. Berry is a technique that can be used for performing a gap analysis of an organization's service quality performance against customer service quality needs. SERVQUAL is an empirically derived method that may be used by a services organization to improve service quality. The method involves the development of an understanding of the

perceived service needs of target customers. These measured perceptions of service quality for the organization in question, are then compared against an organization that is "excellent". The resulting gap analysis may then be used as a driver for service quality improvement. SERVQUAL takes into account the perceptions of customers of the relative importance of service attributes. This allows an organization to prioritize. And to use its resources to improve the most critical service attributes. The data are collected via surveys of a sample of customers. In these surveys, these customers respond to a series of questions based around a number of key service dimensions. The methodology was originally based around 5 key dimensions: Tangibles. Appearance of physical facilities, equipment, personnel, and communication materials. Reliability. Ability to perform the promised service dependably and accurately. Responsiveness. Willingness to help customers and provide prompt service. Assurance. Knowledge and courtesy of employees and their ability to convey trust and confidence. Empathy. The firm provides care and individualized attention to its customers.

This has been adapted later by some to cover: Tangibles. Appearance of physical facilities, equipment, personnel, and communication materials. Reliability. Ability to perform the promised service dependably and accurately. Responsiveness. Willingness to help customers and provide prompt service. Competence. Possession of required skill and knowledge to perform service. Courtesy. Politeness, respect, consideration and friendliness of contact personnel. Credibility. Trustworthiness, believability, honesty of the service provider.

 Feel secure. Freedom from danger, risk, or doubt. Access. Approachable and easy of contact. Communication. Listens to its customers and acknowledges their comments. Keeps customers informed. In a language which they can understand. Understanding the customer. Making the effort to know customers and their needs.

ORIGIN OF SERVQUAL HISTORY The authors conducted a qualitative study, from which they concluded that customers ranked the importance of two SERVQUAL dimensions consistently. Regardless of service industry. Reliability is the most important contributing factor to service quality and tangibles is the least important.

APPLICATIONS OF SERVQUAL SERVQUAL is widely used within service industries to understand the perceptions of target customers regarding their service needs. And to provide a measurement of the service quality of the organization. SERVQUAL may also be applied internally to understand employees' perceptions of service quality. With the objective of achieving service improvement.

STEPS IN SERVQUAL

The method essentially involves conducting a sample survey of customers so that the perceived service needs are understood. And for measuring their perceptions of service quality for the organization. Customers are asked to answer numerous questions within each dimension that determines: The relative importance of each attribute. A measurement of performance expectations that would relate to an "excellent" company. A measurement of performance for the company in question.

This provides an assessment of the gap between desired and actual performance, together with a ranking of the importance of service criteria. This allows an organization to focus it resources.

STRENGTHS OF SERVQUAL

Most users would agree that a comprehensive and thorough examination of service needs and service quality provides an invaluable approach to improving service quality. SERVQUAL provides detailed information about: Customer perceptions of service (a benchmark established by your own customers) Performance levels as perceived by customers Customer comments and suggestions Impressions from employees with respect to customers expectations and satisfaction

DISADVANTAGES OF SERVQUAL

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There have been a number of studies that doubt the validity of the 5 dimensions. And of the uniform applicability of the method for all service sectors. According to an analysis by Thomas P. Van Dyke, Victor R. Prybutok, and Leon A. Kappelman, it appears that the use of difference scores in calculating SERVQUAL contributes to problems with the reliability, discriminant validity, convergent validity, and predictive validity of the measurement. These findings suggest that caution should be exercised in the use of SERVQUAL scores and that further work is needed in the development of measures for assessing the quality of information services.

ASSUMPTIONS OF SERVQUAL CONDITIONS The results of market surveys are accurate. The validity of the model is based around the results of empirical studies. A number of academics have since performed further empirical studies that appear to contradict some of the original findings. Customer needs can be documented and captured, and they remain stable during the

whole process.

CUSTOMER LOYALTY

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Customer Loyalty in general is the behavior which clients exhibit when they make frequent repeat purchases of a brand. In strategic marketing, customer loyalty is a business model in which company resources are employed so as to increase the loyalty of customers and other stakeholders in the expectation that corporate objectives will be met or surpassed. A typical example of this type of model is: quality of product or service leads to customer satisfaction, which leads to customer loyalty, which leads to profitability. A fundamental assumption of loyalty models is that keeping existing customers is less expensive than acquiring new ones. According to Buchanan and Gilles (1990), the increased profitability associated with customer retention efforts occurs because: The cost of acquisition occurs only at the beginning of a relationship: the longer the relationship, the lower the amortized cost. Account maintenance costs decline as a percentage of total costs (or as a percentage of

revenue). Long term customers tend to be less inclined to switch and also tend to be less price

sensitive. This can result in stable unit sales volume and increases in dollar-sales volume. Long term customers may initiate free word of mouth promotions and referrals. Long term customers are more likely to purchase ancillary products and high-margin

supplemental products. Long term customers tend to be satisfied with their relationship with the company and

are less likely to switch to competitors, making market entry or competitors' market share gains difficult.

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Regular customers tend to be less expensive to service because they are familiar with

the processes involved, require less "education," and are consistent in their order placement. Increased customer retention and loyalty makes the employees' jobs easier and more

satisfying. In turn, happy employees feed back into higher customer satisfaction in a virtuous circle.

CUSTOMER LOYALTY FACTORS

The term customer loyalty is used to describe the behavior of repeat customers, as well as those that offer good ratings, reviews, or testimonials. Some customers do a particular company a great service by offering favorable word of mouth publicity regarding a product, telling friends and family, thus adding them to the number of loyal customers. However, customer loyalty includes much more. It is a process, a program, or a group of programs geared toward keeping a client happy so he or she will provide more business. Customer loyalty can be achieved in some cases by offering a quality product with a firm guarantee. Customer loyalty is also achieved through free offers, coupons, low interest rates on financing, high value trade-ins, extended warranties, rebates, and other rewards and incentive
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programs. The ultimate goal of customer loyalty programs is happy customers who will return to purchase again and persuade others to use that company's products or services. This equates to profitability, as well as happy stakeholders. Customer loyalty may be a one-time program or incentive, or an ongoing group of programs to entice consumers. Buy-one-get-one-free programs are very popular, as are purchases that come with rebates or free gifts. Another good incentive for achieving customer loyalty is offering a risk free trial period for a product or service. Also known as brand name loyalty, these types of incentives are meant to ensure that customers will return, not only to buy the same product again and again, but also to try other products or services offered by the company. Excellent customer service is another key element in gaining customer loyalty. If a client has a problem, the company should do whatever it takes to make things right. If a product is faulty, it should be replaced or the customer's money should be refunded. This should be standard procedure for any reputable business, but those who wish to develop customer loyalty on a large-scale basis may also go above and beyond the standard. They may offer even more by way of free gifts or discounts to appease the customer.

TEN TIPS TO BUILD CUSTOMER LOYALTY The key to a successful business is a steady customer base. After all, successful businesses typically see 80 percent of their business come from 20 percent of their customers. Too many
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businesses neglect this loyal customer base in pursuit of new customers. However, since the cost to attract new customers is significantly more than to maintain your relationship with existing ones, your efforts toward building customer loyalty will certainly payoff. Here are ten ways to build customer loyalty: Communicate. Whether it is an email newsletter, monthly flier, a reminder card for a tune up, or a holiday greeting card, reach out to your steady customers. Customer Service. Go the extra distance and meet customer needs. Train the staff to do the same. Customers remember being treated well. Employee Loyalty. Loyalty works from the top down. If you are loyal to your employees, they will feel positively about their jobs and pass that loyalty along to your customers. Employee Training. Train employees in the manner that you want them to interact with customers. Empower employees to make decisions that benefit the customer. Customer Incentives. Give customers a reason to return to your business. For instance, because children outgrow shoes quickly, the owner of a childrens shoe store might offer a card that makes the tenth pair of shoes half price. Likewise, a dentist may give a free cleaning to anyone who has seen him regularly for five years. Product Awareness. Know what your steady patrons purchase and keep these items in stock. Add other products and/or services that accompany or compliment the products that your regular customers buy regularly. And make sure that your staff understands everything they can about your products.

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Reliability. If you say a purchase will arrive on Wednesday, deliver it on Wednesday. Be reliable. If something goes wrong, let customers know immediately and compensate them for their inconvenience.

Be Flexible. Try to solve customer problems or complaints to the best of your ability. Excuses such as "That's our policy" will lose more customers then setting the store on fire.

People over Technology. The harder it is for a customer to speak to a human being when he or she has a problem, the less likely it is that you will see that customer again.

Know Their Names. Remember the theme song to the television show Cheers? Get to know the names of regular customers or at least recognize their faces.

CAN CUSTOMER LOYALTY BE BOUGHT?

A mere 5 % increase in customer retention can result in a 75% increase in customer value according to Fred Reichheld, author of "Loyalty Rules". A great reason to pay attention to loyalty. Here are more benefits:

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grab more sales from existing customer base help spread word of mouth marketing identify product/service problems earlier improve profitability provide a competitive advantage

8 WAYS FOR BUSINESS TO EARN CUSTOMER LOYALTY

Company Loyalty First:

Customer loyalty is a 2-way street. How can you expect customer

loyalty if you don't practice company loyalty? Are you loyal to your best customers or are you giving discounts and extra attention to new customers? Loyalty is about being fanatical with devotion to your best customers.

Employee Loyalty Second: Any customer loyalty program must factor in the front line of the business. It's the point of contact between customer and employee that sets the foundation of repeat business. "Hire for attitude, train for skill. Hire nice people. As a customer, I'm always amazed when small businesses put unfriendly, surly people in front of their customers. Loyalty is often the direct result of the relationships your employees build and maintain," says Ben McConnell of marketing consulting firm Wabash & Lake and co-author of "Creating Customer Evangelists."

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Quench the Thirst: Consumers are thirsty for trust following corporate scandals and the general distrust of corporations. If your business is not trustworthy, your odds of establishing customer loyalty are diminished. Establish good business ethics and practices.

Finding Loyalty: Any small business wishing to start a customer loyalty initiative needs first to identify important customers and understand their customer's behaviors. Use whatever tools, software, and data-mining techniques to locate your repeat, regular customers. Equally vital is to know your profit margins. Don't offer discounts until you know the impact on your bottom line.

Reward Customer Retention: The key metric to track in your customer loyalty program is customer retention. How many customers are defecting? How many clients are retained? Measuring customer retention is half the battle. Your staff must be rewarded for retention. Your small business doesn't have to be like big corporations who talk retention but reward sales people for bringing in new customers only.

Use Customer-centric Language: It's easy to think you put the customer first. However, take a closer look at your marketing communications. How many times does your literature refer to "we" the company versus "you" the customer? Go back and speak from the customer's perspective.

Bolster Customer Communications: Part of customer loyalty and retention are maintaining regular contact with your most profitable customers. Communication to your best customers should take the form of showing your appreciation and providing new learning experiences to
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add value to your customer's life. Send special thank-you notes, surprise gifts, and regular communications such as newsletters to connect with them.

Use the Small Business Advantage: Small business will always have the advantage in connecting with customers and building a solid relationship. Your passion for helping customers with your products and services is difficult for large companies to replicate. As customer evangelist guru Ben McConnell states, "Small businesses thrive on outstanding customer loyalty. It's their currency of growth and their best differentiator. Without loyalty, small businesses are destined to compete on a playing field with larger competitors where they are outnumbered and outwitted."

Win the customer service game by putting customer loyalty to work in your small business. Just remember, it's more than cards and software. It's more about earning trust and relationship building.

CUSTOMER LOYALTY INDEX

How Can You Increase Customer Loyalty?

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Before you can improve a function or a result, you have to be able to measure it. To improve customer loyalty, you first must be able to measure it, and then determine where to focus your efforts to improve it. Like any process, to increase throughput (more loyal customers). Best measure of customer loyalty is based on the research done by Fred Reichheld of Bain and Company. His research has demonstrated convincingly that a useful measure of customer loyalty can be created using an index tied to a single question based on willingness to refer.

SERVICE QUALITY

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Quality has been defined differently by different authors. Some prominent definitions include conformance to requirements, fitness for use or one that satisfies the customer As per the Japanese production philosophy, quality implies zero defects in the firms offerings. Though initial efforts in defining and measuring service quality emanated largely from the goods sector, a solid foundation for research work in the area was laid down in the mid-eighties by Parasuraman et al (1985). They were amongst the earliest researchers to emphatically point out that the concept of quality prevalent in the goods sector is not extendable to the services sector. Being inherently and essentially intangible, heterogeneous, perishable, and entailing simultaneity and inseparability of production and consumption, services require a distinct framework for quality explication and measurement. As against the goods sector where tangible cues exist to enable consumers to evaluate product quality, quality in the service context is explicated in terms of parameters that largely come under the domain of experience and credence properties and are as such difficult to measure and evaluate (Parasuraman et al 1985). One major contribution of Parasuraman et al (1988) was to provide a terse definition of service quality. There are very few precise measures of service quality. Nevertheless, quite a few attempts have been made to assess service quality. They defined service quality as a global judgment, or attitude, relating to the superiority of the service, and explicated it as involving evaluations of the outcome (i.e., what the customer actually receives from service) and process of service act (i.e., the manner in which service is delivered). In line with the propositions put forward by Parasuraman et al (1985, 1988) posited and operationalized service quality as a difference between consumer expectations of what they want and their perceptions of what they get. Based on this conceptualization and operationalization, they proposed a service quality measurement scale called SERVQUAL. The SERVQUAL scale constitutes an important
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landmark in the service quality literature and has been extensively applied in different service settings. Over time, a few variants of the scale have also been proposed. The SERVPERF scale is one such scale that has been put forward by Cronin and Taylor (1992) in the early nineties. Numerous studies have been undertaken to assess the superiority of two scales, but consensus continues to elude as to which one is a better scale.

CUSTOMER LOYALTY Since 1990s loyalty topic has an increasing importance especially in marketing efforts and management applications. Its importance is emerging from decisions of customers regarding goods and services. Establishments that create customer loyalty have a big advantage among their rivals. Loyalty means being loyal to someone (Milliyet, 1985, p.554). Here being loyal can be thought for persons or for establishments, it means being loyal of customers to their establishments voluntarily. Generally customer loyalty has a meaning of customer preferences and preference frequencies of customers. In a different perspective, customer loyalty can be thought as reluctance of changing goods and services. Looking to customer loyalty topic solely as preference frequency will not be enough. Customer loyalty means feeling of belongingness to customers at the same time When customer loyalty was examined from the establishments operating in the service sector perspective, it can easily be seen that loyal customers prefer goods and services from the establishments that have positive influence on them. More than other sectors, customer loyalty has a more importance in service sector. The main differences are the difference between good demand and service demand, the more need for interaction among individuals and the existence of perceived risk related to services (Gremler and Brown, 1999, p.349).

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For an establishment, customer loyalty means the most satisfied customers with five score over 5Likert scale. Loyal customers are over satisfied customers. They are missioners of establishments in their private and business life. Here Loyal customers can be evaluated as they are aware of a value that is offered to them by their establishments. In customer loyalty, establishment customer relation is a long termed relation .In order to have long termed relation with customers, sometimes establishments can self sacrifice from their short term profits. Another benefit of loyal customers to establishments is mouth to mouth publicity in service sector. Mouth to mouth publicity is sharing of positive or negative impressions of customers regarding their goods and services experiences.

In creating customer loyalty, creating customer satisfaction is foremost provision. Customer loyalty generally calculated with the number of repeat guests, increases in the number of cooperation possibilities and the number of people giving references. In addition to this, examples directly reaching to people are also important. Forming focus groups, detailed interviews, questionnaires and feedbacks from customers can be given as examples (Murphy, 1995, p.16, 22).

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PERSPECTIVES ON SERVICE QUALITY The word quality means different things to people. David Garvin identifies five perspectives on quality. The transcendent view of quality is synonymous with innate excellence: a mark of

uncompromising standards and high achievement. This viewpoint is often applied to the performing and visual arts. It argues that people learn to recognize quality only through the experience gained from repeated exposure. From a practical standpoint, however, suggesting that managers or customers will know quality when they see it is not very helpful. The product based approach sees quality as a precise and measurable variable. Differences in

quality, it argues; reflect differences in the amount of an ingredient or attribute possessed by the product. Because this view is totally objective, it fails to account for differences in the tastes, needs, and preferences of individual customers (or even entire market segments). User based definitions start with the premise that quality lies in the eyes of beholder. These

definitions equate quality with maximum satisfaction. This subjective, demand oriented perspective recognizes that different customers have different wants and needs. The manufacturing based approach is supply based and is concerned primarily with

engineering and manufacturing practices. (In services, we would say that quality is operations driven.) It focuses on conformance to internally developed specifications, which are often driven by productivity and
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cost containment goals. Value based definitions define quality in terms of value and price. By considering the tradeoff

between performance (or conformance) and price, quality comes to be defined as affordable excellence.

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OBJECTIVES OF STUDY The main objective of the study is first to gain some practical knowledge regarding functioning of the organizations which is very necessary to fully understand the primary functions & hence it fulfill the purpose of the Summer Internship under M.B.A course.

The other objectives were:

To study the importance of Service quality. To study the roles of Service quality. To study the process and functions of Service quality. To study the process, purpose, principle, functions of Service Quality. To know the challenges in Service quality.

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RESEARCH METHODOLOGY DATA SOURCE Primary Data: The primary data was collected by means of a survey. Questionnaires were prepared and customers of the IT Company were approached to fill up the questionnaires. The questionnaire contains 20 questions which reflect on the type and quality of services provided by the company to the customers. The response of the customer and the is recorded on a grade scale of strongly disagree, disagree, uncertain, agree and strongly agree for each question. The filled up information was later analyzed to obtain the required interpretation and the findings.

Secondary Data: In order to have a proper understanding of the service quality of the sector a depth study was done from the various sources such as books, a lot of data is also collected from the official websites of the IT industry and the articles from various search engines like Google, yahoo search and answers.com.

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Data interpretation and analysis

Ques.1 Om Grc InfoTech Pvt ltd has modern looking equipment. SCALE FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE 10

STRONGLY DISAGREE DISAGREE UNCERTAIN

10

25 16

50 32

60 92

AGREE TOTAL

4 50

8 100

100

50 40 30 20 10 0

INTERPRETATION Here analysis show that most of the respondents disagreed with this statement. Among the total respondents 50% disagreed, 32% were neutral and 8% agreed. After analysis I found that majority of the respondents think that Om GRC InfoTech PVT Ltd does not have modern looking equipments or no hi-tech equipments.

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Ques.2 The IT Industry physical features are visually appealing. FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE 8 66

SCALE

DISAGREE UNCERTAIN

4 29

8 58

AGREE TOTAL

17 50

34 100

100

60 50 40 30 20 10 0 Disagree Uncetain Sales Column1

Agree

INTERPRETATION From this statement I found that 17 persons agreed. 29 persons were uncertain and 4 persons disagreed. This means 58% people were uncertain about this statement. Out of the total respondents only 4% disagreed and no one strongly agreed or disagreed with the statement. 17% people agreed that means physical facilities are visually appealing.

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Ques.3 The Company reception desk employees are neat appearing. FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE 10 52

SCALE

DISAGREE UNCERTAIN

5 21

10 42

AGREE STRONGLY AGREE TOTAL

18 6 50

36 12 100

88 100

45 40 35 30 25 20 15 10 5 0 Disagree Uncertain Agree Strongly agree Column1 Sales

INTERPRETATION Here analysis shows that majority were neutral. Among the total respondent 21 respondents were neutral, 18 people agreed and 6 respondents strongly agreed. The rest disagreed. From analysis I found that some respondents agreed with this statement but most of the respondents think the employees of the company appear neat.

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Ques.4 Materials associated with the service (such as pamphlets or statements are visually appealing for the company.

SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE PERCENTAGE 14 58

DISAGREE UNCERTAIN

7 22

14 44

AGREE STRONGLY AGREE TOTAL

18 3 50

36 6 100

94 100

50 45 40 35 30 25 20 15 10 5 0 DISAGREE UNCERTAIN AGREE STRONGLY AGREE

FREQUENCY PERCENTAGE

INTERPRETATION Materials associated with the service are visually appealing at the company. Here 36% respondents agreed with this statement and 6% strongly agreed with this statement. 44% were neutral that is most and 14% disagreed. There was no respondent who strongly disagreed. Hence, in general it can be concluded that materials associated with the services such as pamphlets or statements are visually appealing. RELIABILITY DIMENSION OF SERVICE QUALITY (Questions 5 to 8): Ability to perform the promised service dependably and accurately
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Ques.5 when the company promises to do something by a certain time, it does so. SCALE FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE 4

STRONGLY DISAGREE DISAGREE UNCERTAIN AGREE STRONGLY AGREE TOTAL

26 5 14 3 50

52 10 28 6 100

56 66 94 100

60 40 20 0 Series 1 Series 1 Series 2

INTERPRETATION My sample size was 50. Here analysis shows that among the total respondents 26 respondents disagreed and 14 respondents agreed with this question.

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Ques. 6 when you have a problem, the company shows a sincere interest in solving it SCALE FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE 6 34 86 100

DISAGREE UNCERTAIN AGREE STRONGLY AGREE TOTAL

3 14 26 7 50

6 28 52 14 100

60 50 40 30 20 10 0 Series 3 PERCENTAGE FREQUENCY FREQUENCY PERCENTAGE Series 3

INTERPRETATION When you have a problem, company shows sincere interest in solving it. After analyzing this statement I found that most of the respondents agreed i.e. 52% respondents agreed. Also I found that 28% were neutral with this statement and 6% were committed with disagree. There was no one who strongly disagreed. Hence company can be said to be reliable.

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Ques.7 The company performs the service right the first time.

SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE PERCENTAGE 4

STRONGLY DISAGREE DISAGREE

16

20

UNCERTAIN AGREE STRONGLY AGREE TOTAL

17 17 6 50

34 34 12 100

54 88 100

40 35 30 25 20 15 10 5 0

Frequency Percentage

INTERPRETATION Total sample size was 50. Here analysis shows that among the total respondents 17 people agreed with this statement. They think that company performs the services right the first time. 6 people strongly agreed with this statement. Also 17 people were neutral and the rest of the respondents disagreed and strongly disagreed.

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Ques.8 The Company insists on error free records. FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE 10

SCALE

DISAGREE

10

UNCERTAIN AGREE STRONGLY AGREE TOTAL

10 23 12 50

20 46 24 100

30 76 100

INTERPRETATION Company insists on error free records. Company has proved from my analysis that it surely insists on error free records as 46% respondents agreed with this statement and 24% strongly agreed. Only 10% respondents disagreed and no one strongly disagreed.

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RESPONSIVENESS DIMENSION OF SERVICE QUALITY (Question 9 to 12): Willingness to help customers and provide prompt services Ques. 9 Employees in the company tell you exactly when the services will be performed.

SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE PERCENTAGE 12

STRONGLY DISAGREE DISAGREE

12

16

28

UNCERTAIN AGREE STRONGLY AGREE TOTAL

13 18 6 50

26 36 10 100

54 90 100

40 20 0 FREQUENCY FREQUENCY PERCENTAGE

INTERPRETATION

Employees in the company tell you exactly when the services will be performed. Majority of the respondents agreed with this statement. 26% respondents were uncertain. At the same time 16% disagreed and 12% Strongly disagreed with this statement.
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Ques. 10 Employees in the company give you prompt service. SCALE FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE 10

DISAGREE

10

UNCERTAIN AGREE STRONGLY AGREE TOTAL

16 27 2 50

32 54 4 100

42 96 100

INTERPRETATION Most of the respondents agreed with this statement. According to my analysis, employees in company give prompt service. Among the total respondents agreed respondents were 27 and strongly agreed were 2. 16 people were neutral and 5 disagreed. There was no respondent who strongly disagreed with this statement.
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Ques.11 Employees in the company are always willing to help you.

SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE PERCENTAGE 24 82 100

UNCERTAIN AGREE STRONGLY AGREE TOTAL

12 29 9 50

24 58 18 100

INTERPRETATION Employees in company are willing to help you. With this statement no one disagreed or strongly disagreed. Strongly agreed were 9 people i.e. 18% respondents strongly agreed, 29 people agreed i.e. 58% respondents agreed and 24% respondents were neutral.

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Ques.12 Employees in the company are never too busy to respond to your request.

SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE PERCENTAGE 2

DISAGREE

UNCERTAIN AGREE STRONGLY AGREE TOTAL

11 27 11 50

22 54 22 100

24 72 100

60 40 20 0 STRONGLY DISAGREE UNCERTAIN AGREE PERCENTAGE FREQUENCY STRONGLY AGREE

INTERPRETATION Employees in company are never too busy to respond to your request. After analyzing this statement I found that most of the respondents agreed with this statement. Among the total respondents 22% strongly agreed and 54% agreed. 11 respondents were neutral and 1 respondent disagreed. No one strongly disagreed. ASSURANCE DIMENSION OF SERVICE QUALITY (Question13 to 16): Knowledge and courtesy of employees and their ability to inspire trust and confidence
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Ques.13 The employees of the company are trustworthy.

SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE PERCENTAGE 8

DISAGREE

UNCERTAIN AGREE STRONGLY AGREE TOTAL

13 28 5 50

26 56 10 100

34 90 100

INTERPRETATION The employees of the company are trustworthy. According to my findings, 54% respondents agreed that employees at Om Grc InfoTech are trustworthy. 13% respondents were neutral and 4% respondents disagreed with this statement..

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Ques.14 The behavior of employees in the company instills confidence in you.

SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE PERCENTAGE 56

DISAGREE

28

56

UNCERTAIN AGREE STRONGLY AGREE TOTAL

4 13 5 50

8 26 10 100

64 90 100

INTERPRETATION The behavior of employees in company instills confidence in you. Here analysis shows that most of the people disagreed. Among the total respondents 28 respondents disagreed, 13 agreed and 5 strongly agreed. There was no respondent who strongly disagreed. This means 56% respondent disagreed with this statement.
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Ques.15 You feel safe in your transactions with the company.

SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE PERCENTAGE 10

DISAGREE

10

UNCERTAIN AGREE STRONGLY AGREE TOTAL

16 23 6 50

32 46 12 100

42 88 100

INTERPRETATION With this statement most of the respondents agreed. Among the total respondents 23 agreed with this statement and 6 strongly agreed. 32% respondents were neutral and 10% respondents disagreed. But there no one who strongly disagreed.

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Ques.16 Employees in the company have the knowledge to answer your questions. SCALE FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE 4

DISAGREE

UNCERTAIN AGREE STRONGLY AGREE TOTAL

9 26 13 50

18 52 26 100

22 74 100

60 40 20 0 PERCENTAGE FREQUENCY FREQUENCY PERCENTAGE

INTERPRETATION From my analysis I found that 54% respondents agreed that employees of company have complete knowledge to answer their questions. 26% respondents strongly agreed to this statement and only 4% disagreed. 18% neither agreed nor disagreed.

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EMPATHY DIMENSION OF SERVICE QUALITY (Question17 to 20): Caring and individualized attention that firm provides to its customers Ques.17 The company gives you individual attention. SCALE FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE 52

DISAGREE

26

52

UNCERTAIN AGREE STRONGLY AGREE TOTAL

12 10 2 50

24 20 4 100

76 96 100

INTERPRETATION Company is not able to give individual attention to its customers as out of the total respondents 54% disagreed with this statement. 12% of the respondents were neutral and
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only 12% agreed and 2% strongly agreed. From this finding it can be concluded that it is unable to give individual attention to its customers.

Ques.18 The Company has operating hours convenient to all its customers.

SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE PERCENTAGE 4

DISAGREE

UNCERTAIN AGREE STRONGLY AGREE TOTAL

14 27 7 50

28 54 14 100

32 86 100

60 40 20 0 PERCENTAGE FREQUENCY FREQUENCY PERCENTAGE

INTERPRETATION Company has operating hours convenient to all its customers. Out of 50 respondents, 27 respondents agreed with this statement and only 2 respondents disagreed. Also 7 respondents strongly agreed that the company has operating hours convenient to its customers.
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Ques.19 The Company has your interests best at heart. FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE 6

SCALE

STRONGLY DISAGREE DISAGREE

10

16

UNCERTAIN AGREE STRONGLY AGREE TOTAL

10 25 7 50

20 50 14 100

36 86 100

INTERPRETATION The Company has your best interests at heart. Here analysis shows that 25 respondents agreed and 7 respondents strongly agreed with this statement. 20% were neutral and the rest disagreed and strongly disagreed.

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Ques.20 The employees of the Company understand your specific needs. FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE 10 52 92 100

SCALE

DISAGREE UNCERTAIN AGREE STRONGLY AGREE TOTAL

5 21 20 4 50

10 42 40 8 100

INTERPREATION Employees of Company understand specific needs. With this statement most of the respondents were neutral. Among the total respondents 20 respondents agreed and 4 respondents strongly agreed. 5 respondents disagreed with this statement.

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The scores for each dimension are summed up and a final score is obtained: Points 11

SERVICE QUALITY DIMENSION

1. TANGIBILITY (1 TO 4) 13.5 2. RELIABILITY (5 TO 8) 16 3. RESPONSIVENESS (9 TO 12) 14 4. ASSURANCE (13 TO 16) 13 5. EMPATHY (17 TO 20)

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FINDINGS OF THE REPORT The Reliability dimension of service quality is better as compared to empathy and tangibility. Still the score is low. For most services, customers perceptions of whether the service has been performed correctly, and not provider-established criteria, are the major determinants of reliability. Customers of the Company hesitate to rely . Whenever they have a problem, the Company shows sincere interest in solving it but the services are not performed by a certain time as promised. The employees should take this problem seriously and take steps to remove this. As score for Assurance is at second place after responsiveness, so the customers of Company are very confident and feel safe while transacting with the Company. Moreover the employees of the Company have proved to be trustworthy. Employees are also educated enough to answer all the questions. The score of Tangibility dimension of service quality of Grc is the lowest. The service quality factor tangible is defined by whether the physical facilities and materials associated with the service are visually appealing for the Company. These are all factors that customers notice before or upon entering the Company . Customer expectations regarding visual appealing of the Company is very high. From my study I found that Physical facilities and modern looking equipment are not sufficient in GRC. Respondents were uncertain about the neat appearance of the reception desk employees. So they should work on that and try to fulfill the gap. According to my findings, the score of Empathy is not satisfactory but not unsatisfactory also. The Company is unable to give individual attention to its customers and is unable tounderstand specific needs of its customers. But still Company has taken steps to satisfy its customers by keeping operating hours convenient to its customers and keeping their interest best at heart.

In Company, the score of Responsiveness is highest so they are focusing on prompt service, employees are willing to help the customers and say the exact time when the services will be performed. Employees at the Company give their customers first preference and are always ready to help them. Overall Company s responsiveness dimension of service quality is the highest. According to the customer perception, Company is highly responsive. Customers are assured while transacting with the Company.

RECOMMENDATIONS
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Reliability is an obvious place to start. Customers of the Company want to know their resources are safe and within trustworthy institutions. A way to ensure this peace of mind would be to take steps to ensure company employees are well trained, so each bank associate is able to offer complete and comprehensive information at all times. Consistent policies combined with a knowledgeable staff will foster a high degree of institutional cohesion and reliability. Responsiveness, again when associated with a well-trained staff and timely answers to servicerelated questions, would make significant inroads into causing Company be regarded as responsive. Staff should be encouraged to present relevant options to banking customers in a manner that does not resemble salesmanship so much as a desire to serve. Intangibles please customers just as much as tangibles in the IT industry. Usually, this is a location close to their home or their workplace. It is natural that customers become comfortable and habituated to these company branches , for the same reason they develop familiarity with a neighborhood supermarket or convenience store. It makes sense that company employees would be encouraged to learn to recognize these regular customers, learn their names, and begin to identify their basic service requirements. Learning to understand customers needs will allow company associates to offer enhanced services, perhaps lowering customers banking costs and increasing their investment potential. This could also open up the possibility of increased profits for company, for when perceived as more service and customer oriented, they will, in effect, become a useful and pleasant way to shop. Keeping the company with up-to-date technologically are important factors. Modern equipments, new improved technology should be replaced with the old ones. If the staff inside is pleasant and well-informed, in an aesthetically pleasing environment, then customer satisfaction will be high. The five-dimensional structure could possibly serve as a meaningful framework for tracking a banks service quality performance over time and comparing it against the performance of competitors. Items on some dimensions should be expanded if that is necessary for reliability. Thus, the IT industries must continuously measure and improve these dimensions in order to gain customers loyalty.

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CONCLUSION

The results reveal that customers of OM GRC InfoTech PVT Ltd in Chandigarh city assign different levels of importance to service quality dimensions when evaluating service quality. Statistical tools were used to explore the underlying dimensions that were used by customers in evaluating the service quality. It is imperative for the Company to manage their service encounter, which involves the direct interaction between a service operation and its customers. Service encounters, in particular those involving front line staff typically have a high impact on consumers, and the quality of service encounter is thus part of the overall service quality perceived and experienced by the customer.The factors that may delight customers tend to be concerned more with the intangible nature of the service, commitment, attentiveness, friendliness, care, and courtesy. The employees give prompt services, always are ready to answer the questions and are trustworthy. The main sources of dissatisfaction appear to be cleanliness, up to date technology modern equipments, and neatly dressed up employees. To satisfy these customers, the management can take some attempts, noted earlier as recommendations. The study brings about the areas which require urgent attention of the employees, the management, and the policy makers of the industry. These are areas in which customers are hugely dissatisfied with the services of the Companys against their expectation. This high degree of dissatisfaction resulting from the services received clearly questions the design of services or subsequent response of the Company employees. These limitations are too serious to be avoided as these question the front-line people dealing with the customers and the approach of the management in taking customers seriously. The management should
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understand the benefits of service quality. It include increased customer satisfaction, improved customer retention, positive word of mouth, reduced staff turnover, decreased operating costs, enlarged market share, increased profitability, and improved financial performance. In the days of intense competition, superior service is the only differentiator left before the Company to attract, retain and partner with the customers. Superior service quality enables a firm to differentiate itself from its competition, gain a sustainable competitive advantage, and enhance efficiency. Thus, improving service quality leads to the customer satisfaction and, ultimately, to customer loyalty. The Tangibility dimension of service quality of Company is highly disappointing and serious steps are needed to be taken to enhance this dimension. Customers of the Company are dissatisfied with the empathy dimension. The study has tried to present the findings of assessing the expectations and perceptions of service quality for customers. The result showed that customers perceptions were consistently lower than their expectations. These negative gaps indicated that the delivered service level was falling below customers expectations of service quality. The larger the gap, the more serious the service quality shortfall, from the point of view of customers. The gap analysis is critical because it may prove to be extremely useful tool for management to identify the service problems or service fall points in the industry under study. The results of the study show that gap analysis is useful and meaningful approach to identify the gaps between customers expectations and perceptions of service quality in the IT industry.. The results of the study suggest that there are four dimensions of customer loyalty that can be identified i.e. word of mouth communication, preference, price indifference and dissatisfaction.
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BIBLIOGRAPHY

References Kotler Philip, marketing management, (Pearson education, 12th edition) Malhotra K. Naresh, marketing research (An applied orientation), Research design, (Prentice hall of India pvt. 5th edition) Zeithmal V. A., Grembler D.D., Bitner M.j., and Pandit A.: Service Marketing Integrated customer Focus across the Firm (4th Edition) M.K. Rampal : Service Marketing Websites www.newsgoogle.com www.grcinfotech.co.in www.marketresearch.com

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QUESTIONNAIRE Respected Sir/Madam I am student of MIMIT, conducting a survey on SERVICE QUALITY OF OM GRC. The following statements relate to your feelings about the GRC. Please show the extent to which you believe Company has the feature described in the statement. I request you to th e option which in your opinion are believed to be true. All data will be kept confidential. Name: Age: Educational Qualifications:

1. Om Grc has modern looking equipment. Strongly Disagree Disagree Neither agree nor disagree Agree Strongly Agree

. 2. The Company's physical features are visually appealing. Strongly Disagree Disagree Neither agree nor disagree Agree Strongly Agree

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3. The Company's reception desk employees are neat appearing. Strongly Disagree Disagree Neither agree nor disagree Agree Strongly Agree

4. Materials associated with the service (such as pamphlets or statements) are visually appealing at the company. Strongly Disagree Disagree Neither agree nor disagree Agree Strongly Agree

5. When the company promises to do something by a certain time, it does so. Strongly Disagree Disagree Neither agree nor disagree Agree Strongly Agree

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6. When you have a problem, the company shows a sincere interest in solving it. Strongly Disagree Disagree Neither agree nor disagree Agree Strongly Agree

7. The company performs the service right the first time. Strongly Disagree Disagree Neither agree nor disagree Agree Strongly Agree 8. The Company insists on error free records. Strongly Disagree Disagree Neither agree nor disagree Agree Strongly Agree

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9. Employees in the company tell you exactly when the services will be performed.

Strongly Disagree Disagree Neither agree nor disagree Agree Strongly Agree

10. Employees in the Company give you prompt service.

Strongly Disagree Disagree Neither agree nor disagree Agree Strongly Agree

Employees in the Company are always willing to help you. Strongly Disagree Disagree Neither agree nor disagree Agree Strongly Agree

11. Employees in the Company are never too busy to respond to your request.
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Strongly Disagree Disagree Neither agree nor disagree Agree Strongly Agree

12. The employees of the Company are trustworthy. Strongly Disagree Disagree Neither agree nor disagree Agree Strongly Agree

13. The behavior of employees in the Company instills confidence in you. Strongly Disagree Disagree Neither agree nor disagree Agree Strongly Agree

14. You feel safe in your transactions with the company

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Strongly Disagree Disagree Neither agree nor disagree Agree Strongly Agree

15. Employees in the Company have the knowledge to answer your questions. Strongly Disagree Disagree Neither agree nor disagree Agree Strongly Agree

16. The Company gives you individual attention. Strongly Disagree Disagree Neither agree nor disagree Agree Strongly Agree

17. The Company has operating hours convenient to all its customers.

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Strongly Disagree Disagree Neither agree nor disagree Agree Strongly Agree

18. The Company has your best interests at heart. Strongly Disagree Disagree Neither agree nor disagree Agree Strongly Agree

19. The employees of the Company understand your specific needs.

Strongly Disagree Disagree Neither agree nor disagree Agree Strongly Agree

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