CUSTOMER SATISFACTION

OF
OTIS ELEVATORS LTD.


A Dissertation submitted in partial fulfillment of the requirement for the award of
M.B.A Degree of Bangalore University
By
G. V. PRASHANTH
Reg. No 02xqcm6020

Under the Guidance of

Mrs. SUMITRA SREENATH Mr. C. N. NAGARAJ
Faculty Marketing Senior Manager,
M.P.B.I.M OTIS ELEVATORS LTD.









M. P. Birla Institute of Management
Associate Bharatiya Vidya Bhavan
#43, Race Course Road
Bangalore 560001
OCTOBER 2004



DECLARATION

I hereby declare that this project work embodied in this dissertation entitled
CUSTOMER SATISFACTION SURVEY OF OTIS ELEVATORS has been
carried out by me under the guidance and supervision of Mrs. SUMITRA
SREENATH, Faculty M.P.B.I.M Bangalore and Mr. C. N. NAGARAJ, OTIS
ELEVATORS LIMITED.

I also declare that this dissertation has not been submitted to any
University/Institution for the award of any Degree/Diploma.





Place: Bangalore (G. V. PRASHANTH)
Date: September 2004





GUIDE CERTIFICATE

I hereby certify that the project work embodied in this dissertation entitled
CUSTOMER SATISFACTION SURVEY OF OTIS ELEVATORS at OTIS
ELEVATORS LIMITED has been undertaken and completed by G. V.
PRASHANTH under my guidance and supervision.

I also certify that he has fulfilled all the requirements under the covenant
governing the submission of dissertation to the Bangalore University for the
award of M.B.A Degree.



Place : Bangalore. Mrs. SUMITRA SREENATH
Date : 13-09-2004 Faculty Member
M.P.B.I.M













TO WHOM SO EVER IT MAY CONCERN


This is to certify that Mr. G.V. Prashanth of M.P.B.I.M was assigned a
project on Customer Satisfaction Survey in our organization. He has
successfully completed the project work within the assigned time under my
guidance and supervision.
During the period of his project his character has been satisfactory.



Place : Bangalore C. A. NAGARAJ
Date : 13
th
September 2004 (Engineer Service)
OTIS Elevator Ltd.











CERTIFICATE


This is to certify that Mr. G. V. PRASHANTH has carried out the project
work embodied in this dissertation entitled CUSTOMER SATISFACTION
SURVEY OF OTIS ELEVATORS at OTIS ELEVATOR LIMITED under the
guidance of Mrs. SUMITRA SREENATH, M.P.B.I.M, Bangalore



Place : Bangalore (Dr. N.S. Malavalli)
Date : PRINCIPAL












ACKNOWLEDGEMENT


I would like to express my sincere gratitude to Shri.G. S. Srivathsan,
Senior Area Manager, OTIS ELEVATORS LIMITED, Bangalore, for giving me an
opportunity to do a project on CUSTOMER SATISFACTION SURVEY OF OTIS
ELEVATORS. I also take the opportunity to express gratitude to Mr. C. N.
NAGARAJ Senior manager for having provided with all the necessary
specification and guidelines for the project.


I would like to thank Mr. K.V. Prabhakar, Marketing Faculty & Mrs. Sumitra
Sreenath - Marketing Faculty for providing me with all the guidance required for
the completion of this project.


Finally I would like to express my most sincere gratitude to our Principal, Dr.N.S.
Malavalli, for his valuable assistance in completing this project.

















Executive Summary

Background
A brand is a perception or emotion maintained by a buyer or a prospective buyer
describing the experience related to doing business within a company or
consuming its products / services. A brand is not a matter of contrived image or a
colourful package or snappy slogans or adding an artificial veneer to disguise the
true nature of what is within. A brand is just a relationship. The brand
perception via brand relationship manifests itself in the Brand Widget.

PROBLEM STATEMENT:
The feed back from the customers about the performance of the Otis brand of
lifts, the company can carry out the product modification/introduce new models.

OBJECTIVES OF THE STUDY:
To assess the satisfaction level of the customers
To identify causes for customer dissatisfaction
To device mechanisms for solving problems of lift usage

LITERATURE REVIEW
: In order to retain its superiority in the industry, which is very competitive, the
company is offering the latest technology by importing its state of the art products
like home elevator, and Gen2 from its parent company in USA.
Although they emphasize on quality and technology, the ground reality is that
most of there projects are clinched by discount price and flexible mode of
payment. Olympus having collaborated with Schindler has managed to boost its
image in the market as a result of which they have been successful in bagging
prestigious project from construction companies like EMBASSY, KT group.
Has been trying aggressively to market its products and flaunt about its
innovative product line.
Many of the competitors of Kone agree that Kone has better technology. The
company is also trying to capitalize on its parent companys image.

It is one of the fastest growing companies in the southern region. The company
concentrates on residential apartments and its USP is good customer relation
and fastest installation. The company also bids with competitive price.
Research Methodology
In order to complete the research work successfully a questionnaire was framed
keeping the above objectives in mind. The questionnaire was pre-tested and the
errors in the questionnaire were eliminated based on the results of the pilot test.
The questionnaire was administered to the sample of 37 respondents across
different localities in Bangalore Metropolitan city only. A quota sampling method
was adopted in administering the questionnaire.
Analysis of Data
Once the data is collected the whole data set is analysed and various tables and
graphs are prepared with the help of the Microsoft Excel. Based on the graphs
and tables the inferences are drawn.
Conclusion
After doing a thorough analysis of the data, graphs and tables, an interpretation
is made and a series of conclusions are drawn and scheme of recommendations
are given.
CONTENTS
CHAPTER NO TITLE PAGE NO
1 Executive Summary
2 Conceptual Frame work of Customer
Satisfaction

3 Industry profile
4 Company profile
5 Literature Review
6 Research Methodology
7 Data Analysis & Interpretation
8 Major Findings of Research
9 Recommendations
10 Annexure
Questionnaire
Select Bibliography including web site

LIST OF TABLES

TABLE NO. CONTENTS PAGE NO.
1 Type of building
2 How many years old are the lifts
3 Make of the lift
4 How many times in the past 1 year did the company
respond to breakdown calls at your building?

5 Do you have Annual Maintenance Contract (AMC)?
6 How fast does the service engineer or the supervisor
attend to the breakdown calls /complaints registered
by you?

7 How do you rate the attitude of the service /
Maintenance Team at your premises?

8 Overall how do you feel about the service provided by
the Company?

9 What is the level of satisfaction of the service carried
out by the Company on the Lifts at your building?

10 Do you find any improvement after the service is
done?

11 What will make you Most Satisfied Customer?
12 Is the Telephone Operator pleasant, patient and
courteous while answering/receiving complaints?

13 Will you recommend OTIS AMC to other people?
14 Do you intend to go for up gradation/modernization of
Lifts?






LIST OF CHARTS

TABLE NO. CONTENTS PAGE NO.
1 Type of building
2 How many years old are the lifts
3 Make of the lift
4 How many times in the past 1 year did the company
respond to breakdown calls at your building?

5 Do you have Annual Maintenance Contract (AMC)?
6 How fast does the service engineer or the supervisor
attend to the breakdown calls /complaints registered
by you?

7 How do you rate the attitude of the service /
Maintenance Team at your premises?

8 Overall how do you feel about the service provided by
the Company?

9 What is the level of satisfaction of the service carried
out by the Company on the Lifts at your building?

10 Do you find any improvement after the service is
done?

11 What will make you Most Satisfied Customer?
12 Is the Telephone Operator pleasant, patient and
courteous while answering/receiving complaints?

13 Will you recommend OTIS AMC to other people?
14 Do you intend to go for up gradation/modernization of
Lifts?














CONCEPTUAL
FRAME WORK OF
CUSTOMER
SATISFACTION
CONCEPTUAL FRAME WORK OF CUSTOMER
SATISFACTION


The era of customer satisfaction by design has definitely started long ago.
Customer focus, total quality, these terms not only seems to promise the novel
ways of doing business, but they have been instrumental in organizational
objectives and shaping business strategies.

It is clear that in the present scenario, the customer has become more
advantageous and more demanding. These changing dimensions of customers
are responsible for re-editing the strategies of service companies and they go as
meeting their customers needs in the market place.
The company/organizations are giving more and more emphasis on improving
the level of customer satisfaction level using innovative methods, customer
satisfaction is re-organized as a vital force, since majority of the customers in
todays market go in for goods or services in terms of reputation or brand image
and performance. More so, customers satisfaction is viewed as an integral part
of total quality package offered to the customer.

The customer should feel satisfied in the following ways:
They expected quick response.
They expected quality assurance.
They expected a real value for money.
They insisted on ready and adequate supply of products and services.
Satisfaction is a persons feeling of pleasure or disappointment resulting
from comparing a products perceived performance or outcome in the relation to
his or her expectations.
As this definition makes clear, satisfaction is a function of perceived
performance and expectations, the customer is dissatisfied if the performance
matches the expectations. The customer is satisfied, if the performance exceeds
expectations.
Marketing

Marketing is a human activity directed at satisfying needs and wants
through exchange process it has been reviewed as an on going process
involving a set of interacting activities dealing with a market adoring the product
and services to consumers on the basis of reliable market anticipation.
Marketing involves a large number of activities such as market research
produce development, distribution, pricing, advertising and personal selling.
Marketing combines several activities designed to sense serve and satisfy
consumer needs while meeting the goals of the organization.
Marketing is so basic that it cant be considered a separate function. It is
the whole business seen from the point of view or its final result; that is from the
customers point of view.
- Peter Druckers

Marketing starts with identification of specific need on the part of
consumer and ends With the satisfaction of the need. The customer is found
both at the beginning and at the end of the marketing process.

THE CORE CONCEPT OF MARKETING

Marketing program starts from the very moment product ideas are
conceived and it continues till the time customer wants are satisfied with that
concerned product. Customers are the pivots around which the entire marketing
operations revolve the beginning and the end of a successful marketing function
lies in consumer satisfaction, while that for marketing management is marketing
research. Marketing therefore starts much before the actual selling of the
product, i.e. by doing analysis of the needs and wants of the prospective buyers
and continues even after the selling of products and i.e. again by seeing whether
the product offered has given complete satisfaction to the user or not.

Marketing is a social and managerial process by which individuals and
groups obtain what they need and want through creating, offering, and
exchanging products, value, cost and satisfaction, exchange, transaction
products of value with others.

Marketing is a social process by which individuals and groups obtain what
they need and want through creating, offering, exchanging products, value, cost
and satisfaction, exchange, transactions products of value with others.

This definition of marketing rests on the following core concepts:

Need

Need is state of felt deprivation of some basic satisfaction. People require
food, clothing, shelter, belonging, esteem and a few other things for survival.

Wants

Are desire for specific satisfies of these deeper needs. While people
needs are few, their wants are many.

Demands

Are wants for specific products that are backed up by and ability and
willingness to buy them? Wants become demands when backed up by
purchasing power. Companies must therefore measure not only how many
people want their product but, more important, how many people would actually
be willing able to do it.
Value

Is the consumers estimate for the products overall capacity to satisfy
consumers needs or wants?
Exchange

Is the act of obtaining a desired product from someone by offering
something in return? Exchange must be seen as a process rather than as an
event.

Transactions

Involves several dimensions at least two things of value, agreed upon
condition, and place of agreement. Usually a legal system arises to support and
enforce compliance on the part of the transactions.

Price

Price is the amount of money that customers pay for the product.

Place

Place includes various activities the company undertakes to make the
product accessible to the target customers.

Promotion

Promotion includes all the activities the company undertakes to
communicate and promote its product to the target market.
Products

People satisfy their needs and wants with products. We will definer
products broadly to over anything that can be offered to someone to satisfy a
need or want.

Services

Any act or performance that one party can offer to another that is
essentially intangible and does not result in the ownership of anything.
Production may or may not be tied to a physical product.

Segmentation

Market segmentation refers to identifying and profiling distinct groups of
buyers who may require separate products and marketing mix.

Market research

Market research is concerned with determining existing or potential
demand for goods and services.
Or
Marketing research means according to the American marketing
association defines marketing research as the systematic gathering, recording
and analyzing of data about problems relating to the marketing of goods and
services.













CONCEPT OF CUSTOMER SATISFACTION

With the liberalization of the economy, competition in the Indian markets is
increasing. In the fields like automobile and electronic goods industry, many new
products and brands have been introduced in India by the multinational
companies and Indian companies. Indian markets are getting transformed from
sellers to buyers markets.

With the growing reach of mass media, especially television, customers
are becoming aware of their rights and demanding better value for money.
Retaining existing customers and winning new ones is proving to be a tough
challenge for marketers. As a result, customer satisfaction is growing concern
among marketing managers in India.

Customer satisfaction has been conceptualized in several ways, but the
most important them are --- expectation performance interactions,
pleasure/displeasure and the evaluation of benefits of consumption. Howard and
Sheth who are among the pioneers in this field have defined satisfaction as the
buyers cognitive state of being adequately rewarded for the sacrifice he/she has
undergone. Customer satisfaction is also looked from the angle of degree of
happiness a customer experiences with a companys product or service, which
results from the interaction and inter-relationship of all the people with that
company. We can also highlight the expectation-performance interaction
concept of customer satisfaction by defining it as the summary psychological
state resulting when the emotion surrounding the disconfirmed expectations is
couple with the customers prior feelings about his/her consumption experience.
Philip Kotler has also highlighted this expectation-performance interaction
concept by defining customer satisfaction as the level of a persons felt state
resulting from comparing a products perceived performance or outcome in
relation of his/her own expectation.
Customer satisfaction is a unidimensional concept that originates from a
comparison of the level of product or service performance, quality or other
outcomes perceived by the customer with an evaluative standard. The
evaluative standard most often assumed is the customers pre-purchase
expectation set. When it is compared to the level of perceived product
performance, it yields disconfirmation beliefs which result in a satisfaction
judgment.

Customer satisfaction is also conceptualized through expectancy
disconfirmation concept. According to this concept, disconfirmation of
expectations is a two-step process. The first step involved the formation of
expectations which are either confirmed or disconfirmed through comparison with
perceived performance. In the second step, the level of satisfaction is
determined by the difference between perceived performance and expectations.
If the performance falls short of expectations the customer is dissatisfied, but if
the performance matches expectations, the customer is satisfied and if the
performance exceeds expectations, he/she is highly satisfied, even delighted.

Customer satisfaction process theories:
Assimilation theory: This theory is based on the expectancy disconfirmation
paradigm. It also emphasizes the dissonance principle and the expectation-
oriented response tendency among customers.
Contrast effect theory: This theory is also based on the expectancy
disconfirmation paradigm but is the converse of the assimilation theory. The
focus is on the contrast effect the tendency among individually to exaggerate or
magnify the differences between their own attitudes and beliefs and those of
others.
Generalized negativity theory: This hold that any discrepancy between
expectations and the product performance during disconfirmation results in a
generalized negative emotion towards the product, leading to an unfavorable
judgment.
Assimilation contrast theory: According to this theory, the perceptual space
of a customer has zones of acceptance, rejection and neutrality. During
disconfirmation, if the difference between expectations and product performance
is small enough to fall in the zone of acceptance, customers change their
perception of the product to bring it more in line with their expectations.
Opponent process theory: The opponent process theory has been evolved
from the concept of homeostasis in physiology-the process by which the body
maintains equilibrium after encountering a disruptive stimulus, basically through
the opponent process, or the process of opposition, which bring about the
requisite changes in the body to counteract the effect of disruptive stimulus and
re-establish equilibrium.
Equity theory is based on the fairness in exchange transaction principle:
The theory states that customers evaluate their purchase in terms of sacrifice
and efforts made while purchasing the productinputs-against value and
benefits derived from the product/exchangeoutcomes. While evaluating the
equity of exchange, the customer not only considers the price of a product, but
also considers the time, physical and mental efforts all the direct and indirect
costs involved, and the opportunity cost of time and money spent in purchasing
the product. Similarly, customers take into consideration both the tangible and
intangible benefits derived from the product/exchange while evaluating the
outcome.
Attribution Theory: According to this theory, any outcome that can be
constructed as success or failure has causality interferences along the
dimensions of locus of causality, stability, and controllability. The satisfaction of
customer is determined by casual interferences along there three dimensions.







Significance of customer satisfaction:

The satisfaction of customers is of paramount importance for any business
as it determines the future cash inflows to the business. For marketing its
products, the companies have to depend upon repurchase by existing customer
as well as first-time purchases by new customer. In a competitive market,
existing customers will repurchase only if they are satisfied with the products of
the marketer.

The contribution of satisfied customers to the profitability of a business
significant as:

Satisfied customers buy more and are less price sensitive in comparison with
other customers of the business.

The average length of relationship between the marketer and satisfied customers
is more, resulting in higher revenue, lower costs and increased profits.
Satisfied customers provide publicity to the business through referrals and
positive word of mouth.

Because of their favorable predisposition, satisfied customers provide ideas for
making improvements in existing products and the introduction new products.
They also readily buy the new/improved products of the business.

Thus satisfied customer are the most profitable customer sin any business and
are the driving force behind sales and profit growth rates. The following two
chart highlight the need for customer focus in any business:















Designing /
Developing
Manufacturing Marketing Selling Servicing
Focus on
individual
customers
Use of state of
art teaching
Focus on the
individual
Deliver to
individual
customer
Excellent
customer
services
Design/develop
customized
product
Produce low
cost
customized
product
Market
customized
quality
product
Deliver
customized cost
effective product
Creating
consumer
delight






Marketing

The new
Customer
Finance HRD
Manufacturing
Explosion in products and services
Demanding Consumer
High consumer choice
High Service expectations
Splintered Market
Economic liberalization
Access to global technologies
Increasing competition
Decreasing supplier loyalty
Raising cost
Lower Margins
Customer






INDUSTRY
PROFILE
INDUSTRY PROFILE

COMPETITOR ANALYSIS:

With the liberalization in 1991 and incoming of various multinational
corporations there has been a healthy growth in the elevator industry. Entrusted
by the robust growth and potential, India has attracted the attention of global
elevator majors. While the top global players Otis and Schindler, already have
had a presence for quite sometime with Mitsubishi and Hyundai have made a
foray into India during the previous year.

Globally companies like Otis, Schindler, Mitsubishi, Kone, Thyssen, and
Westing houses have made their strong presence. But in India there are also
local players who in technical collaboration with MNCs have sizeable market
share. The Indian elevators companies like ECS, JOHNSON, USHA,
TELEHOIST, CITY, BENSON, SUPRIYA, OLYMPUS have their prominence
either regionally or national wide.

Market segmentation:

The elevator can be segmented into single speed, double speed, gearless
service, hydraulic and the modern VVVF elevators. The speed and the rise vary
across the product range. Traditionally single and double speed elevators for
about 50 50% of the total elevators base and demand. The hotel, commercial
and the hospital require superior products such as VVVF, servo, and hydraulic
elevators. This segment is not price sensitive as the residential segment. The
world leaders like Otis focus their business into double speed, VVVF and other
specialty elevator. Kones focus is on branded lifts (where the lifts treated as
shelf commodity). Most of the other competitors make large part of their project
with sale of single speed and hydraulic lifts.


Positioning:

Otis, Mitsubishi and Kone have a worldwide position strategy.
Otis projects it self as the pioneer, and state of the art equipment.
Mitsubishi highlights itself as Japanese, aggressive marketer and least
installation period.
Kone is pro-active company with their innovative concepts with machine room
less elevators.
Olympus has its focus on the local market and displays as value for money
good service.
ECE incorporate its ISO 9002 tag along with low price, flexibility, mode of
payment & aggressive marketing.

Strategy:

Otis mainly targets the big projects and the high raise buildings and have
highest market share. Johnson elevators come second in market share terms of
units installed. Johnson reaches out more to small builders and allows having
very flexible mode of payment at cheaper price.

ECE is aggressive in their move to capture the market. They meet their
clients more often and concentrate in certain pockets of Bangalore. ECE finds it
potential mostly in the g + 3 & g + 4 sectors.

Mitsubishi is the new entrant into the market and is aggressive trying to
capture the market clinching prestigious projects.





Present market scenario:

OTIS: In order to retain its superiority in the industry, which is very competitive,
the company is offering the latest technology by importing its state of the art
products like home elevator, and Gen2 from its parent company in USA.

OLYMPUS / ECE: Although they emphasize on quality and technology, the
ground reality is that most of there projects are clinched by discount price and
flexible mode of payment. Olympus having collaborated with Schindler has
managed to boost its image in the market as a result of which they have been
successful in bagging prestigious project from construction companies like
EMBASSY, KT group.

KONE: Has been trying aggressively to market its products and flaunt about its
innovative product line.
Many of the competitors of Kone agree that Kone has better technology. The
company is also trying to capitalize on its parent companys image.

JOHNSON: It is one of the fastest growing companies in the southern region.
The company concentrates on residential apartments and its USP is good
customer relation and fastest installation. The company also bids with
competitive price.





















COMPANY
PROFILE




THE COMPANY

About the Company

OTIS-World's Largest...

Otis is the worlds largest manufacturer of elevators, escalators, moving
walks and other horizontal transportation systems. For architects and
contractors, developers and homeowners, Otis is the worlds leading people
mover. While they manufacture, install, modernize and maintain elevators,
escalators, moving walks and shuttles, the heart of our business is problem
solving. Whether a customer needs a sophisticated elevator system for the tallest
building in the world or a simple lift for a two-story home, they are dedicated to
providing the safest, most reliable solutions possible.

Changing the shape of the world

In 1853, Elisha Graves Otis introduced the worlds first safety elevator in
Yonkers, New York changing the shape of the modern world. From that point
forward, buildings could rise beyond the limitations of stairs. Cities would have
skylines. Today, our pioneering spirit is as strong as it was when they began.
With every new product and service, Otis is moving our industry, our company
and our customers forward.

Sharing strengths

Otis is part of United Technologies Corporation, a Fortune 500 company
and world leader in the building systems and aerospace industries. Sharing
strengths with UTC allows Otis to draw on remarkable resources in engineering,
product testing, purchasing, marketing and information systems. Otis brings all
these strengths to bear in creating better solutions for our customers.

OTIS facts
With 80,000 elevators and escalators sold annually, Otis has an
approximate 27 percent share of the world new equipment market.

About Otis
The World of Otis

With 1.4 million Otis elevators and 100,000 escalators in operation, Otis
touches the lives of people in more than 200 countries around the world. The
World of Otis provides insight into the spirit of service, innovation and quality that
make Otis a trusted leader today. Click on the subhead to learn more about the
world of Otis.

Companys Mission . . .

Otis strives to satisfy customers and employees by providing elevators
and escalators that are superior to competitors, are delivered complete to job
sites on time, are installed and turned over on time and are maintained by Otis
with zero callbacks for the life of the building.

They promise equal employment practices and fair and objective
opportunities for growth, advancement, and reward. They guarantee each
employee his or her right to dignity and respect irrespective of age, race, color,
gender, sexual orientation, religion or nationality, and will not tolerate any form of
discrimination or harassment. They maintain an atmosphere that fosters
empowerment, prudent risk-taking and innovation.
About Elevators

The skyline of the world' s cities would be vastly different without the
modern elevator. In fact, elevators move the equivalent of the world' s population
every 72 hours. About Elevators chronicles the history, development and
underlying technology of this important invention. Click on the subhead for more
information about elevators.

About Escalators

While passenger elevators were in common use since the 1870s, it was
not until 1899, when the Otis Elevator Company introduced the world' s first
commercially successful moving stairs, that they became generally accepted.
About Escalators describes the history and technological advancements of this
increasingly popular transport system. Click on the subhead above to read more
about escalators.

Elevator History
Moving the world

Imagine the skyline of a modern city if the elevator did not exist. Buildings
would be limited to five or six stories. Most of the architecture of the 20th and
21st century would be impossible. Office towers, hotels and high-rise apartments
would hardly stand in their present form. But in 1852, one man helped change
the face of the worlds cities. That was the year Elisha Graves Otis invented the
safety elevator, giving rise to the modern skyline. To gain some idea of the effect
of this one advancement, consider that today, elevators move the equivalent of
the worlds population every 72 hours.

Otis Elevator Company has been safely and efficiently moving people for
150 years. Today, Otis is the worlds largest company in the manufacture and
service of elevators, escalators, moving walks and people-moving equipment.
With more than 1.2 million installations and 61,000 employees, Otis can be found
almost anywhere around the globe.

By creatively applying new technologies, Otis Elevator Company
continues to set precedents for ride quality, reliability and safety throughout the
industry. This spirit of innovation, combined with outstanding customer service,
has earned Otis elevators a prominent place in 10 of the worlds 20 tallest
buildings.

Working at OTIS

We take our people seriously

You want to determine the way you spend your day. You think being
passionate about your job is essential to being there. You demand a high
standard of performance from yourself and bring more to your job, your team and
your organization because of this. You would love to work in a small company
environment where you can impact the bottom line, yet you want to enjoy the
resources of a world-class organization. At Otis we offer you all of this and more,
so you dont have to choose.

As a worldwide leader in our industry, we constantly strive to meet the
highest standards in every area of our company. But a company is only as good
as its employees. We seek talented and capable individuals who want to excel,
and we do everything we can to help them achieve their goals. We can offer you
a diversity of opportunities and cultures, excellent compensation and benefits,
and the opportunity to be a part of the industrys most talented team.


Elevators

Otis understands the importance of attention to every conceivable detail
while designing and building elevators. From the invention of the first safety
elevator to today' s state-of-the-art mechanisms, Otis remains the undisputed
leader in elevator technology.

Freight

GOODS & AUTOMOBILE

Suitable for Industrial units, manufacturing plants, car parks in residential
and commercial buildings.

Otis freight elevator cars are designed and built to withstand years of
rugged industrial usage, and are available in a wide range of sizes for all
applications

For a properly engineered installation, the choice of a freight elevator
requires consideration of such factors as size and weight of the materials to be
transported and the method of handling. The building characteristics must also
be considered. To ensure an elevator installation suited to each set of operating
conditions, Otis manufactures several basic types of freight elevators in a wide
range of capacities and with a choice of control systems







Safety

Safety is first at Otis

Otis was founded on safety almost 150 years ago, with the introduction of the
worlds first passenger safety elevator. Upholding that tradition is key at Otis. We
will not be satisfied until our workplace is safe from hazards, our employees are
injury free, our products and services are safe, and our commitment and record
in protecting the natural environment remain unmatched.

Otis and its employees are committed to:

The Company and its employees are committed to:

Eliminating employee injuries by making the workplace free from hazards and
unsafe actions.

Driving pollutants in manufacturing processes to the lowest achievable levels.

Conserving natural resources in the design, manufacture, use and disposal of
products and delivery of services.

Establishing safety and environmental protection standards that both comply with
local laws and go beyond, when necessary, to achieve the goals of this policy.

Holding operating managers accountable for safety and environmental
performance and for providing leadership and required resources.

They require all employees to comply with our standards.



Benefits

While you are with us

From comprehensive insurance programs to generous vacation, Otis offers an
extensive and flexible benefits program. Here is a summary of the key programs
for our employees.

Healthcare

Hospitalization assistance is provided to all employees for expenses incurred for
stay in hospital, for surgical operations, X-Rays, therapy, test and consultations
while in hospital.

Medical expenses are also reimbursed up to set limits depending on the grade of
the employee.

LEAVE

Otis India employees enjoy 40 days of leave per annum. Leave can also be
carried forward and encashed subject to the governing rules and regulations.

EMPLOYEE SCHOLAR PROGRAM

Otis encourages associates to continue their formal education outside of their
working hours for the benefit of both the associate and Otis. The company pays
all tuition and academic fees for those who achieve the required grades.
In addition, associates are entitled to paid time off for half their classroom hours
per week (up to a maximum of 3 hours per week). Upon completion of your
accredited degree program, you will be awarded $10,000 worth of UTC stock for
Bachelors, Masters or Doctorate degree. $5,000 worth of UTC stock will be
awarded upon completion of an accredited Associates degree.
Modernization

An elevator is the lifeline of any multi-storey building. However as it advances in
age, operational reliability, fading looks and the need for optimum efficiency and
safety remains uppermost in every elevator user' s mind. A decision to replace the
equipment is not one which can be taken easily considering the cost implications
and downtime involved. Leave that worry to us. You now have the answer in Otis
Modernization.

OTIS MODERNISATION is Otis India' s dedicated business unit that upgrades
existing elevators. It improves the performance and functional utility of an
elevator in a cost effective manner whilst incorporating the latest in elevator
technology.

Aesthetics Upgrade
Performance Upgrade













Milestones
Global Volunteerism
Our Milestones in Team Otis

1995
Employees from more than two-dozen countries volunteer at the Special
Olympics World Summer Games in New Haven, Conn., USA.

1996
The Special Olympics/Team Otis Partnership Award initiated to bring recognition
to employees for exceptional efforts.

1997
Team Otis raises more than US$100,000 to host a farewell event for athletes
following the World Winter Games in Toronto, Canada. It is the first farewell
event in the history of the World Games.

1999
Team Otis volunteers create and implement a strategy to present awards on
three stages simultaneously to separate groups of track and field athletes at the
World Summer Games in North Carolina. It marks the first time this was done at
the World Games.

2000
Team Otis volunteers from a dozen countries provide support at Olympic Town
for the Special Olympics European Games held in Groningen, The Netherlands.

2001
Forty Team Otis volunteers from eight countries organize and staff the awards
area at the Floor Hockey venue at the 2001 Special Olympics World Winter
Games in Anchorage, Alaska, USA.




LITERATURE
REVIEW
Literature Review

Purpose
Updating of knowledge is essential to completely identify and demarcate a
research problem. Review of existing literature in a time span or up to the point at
which problem is going to be investigated is needed. Its here the researcher will
look into the purpose of research and how pertinent and relevant the theme is for
research. The purpose of study will be made explicit by the researcher in the
backdrop of the problem stated.

Methodology
Google search has enabled to identify four thousand and thirteen research
papers on Brand Perception from 1994 to 2004 year. The papers are
published in refereed journals such as Journal of Marketing, Harvard Business
Review, Journal of Market Research, Indian Management Review. A
comprehensive review of four thousand and thirteen articles covering its variety,
dimensions and whole gamut of other factors is not possible. It has therefore,
been, decided to review Forty Research papers (Ten Percent of paper published)
in important journals with a stint on variety. This has enabled the researcher to
make out a case for present research investigation

Conclusion
A review of forty papers has pointed us towards the research problem now being
investigated. It is one of the fastest growing companies in the southern region.
The company concentrates on residential apartments and its USP is good
customer relation and fastest installation. The company also bids with
competitive price.



DESIGN OF THE STUDY

INTRODUCTION

A study of customer satisfaction level about the services provided by Otis
Elevators Company (I) ltd. We are mainly concentrated on Otis elevator
company product and their service offered in various segment like commercial,
semi commercial and residential buildings.

Background:

By looking at their profile one can understand the products and their
reputation in the market by more than century they are offering these premium
products. The title of the project is a a study of customer satisfaction level about
the services provided by Otis elevators company (I) ltd. by this the Otis elevator
company will introduce new promotional plans and products for the customers.
As per academic fulfillment I consulted Otis to carry out project work I am happy
to state that Otis management people have given me most challenging work and
through out the project they guided and given me valuable information to me.

Statement of problem:

In todays fast changing pace people value time more. Hence, for the
faster axis they require lifts for the day-to-day work. By knowing the customers
satisfaction on the performance of lifts, by introducing modernization lifts will help
them carryout day-to-day work smoothly and effectively.




Objective of the study

Now a days the customers are suffering by unsatisfied lift performance.
By proper servicing its easy to operate, save time and reduce risk. By this we
make an organization as effective organization. The following are the objectives
of the study:

a. To assess the satisfaction level of the customers.
b. To identify causes for lack of customer satisfaction.
c. Simplifying the lift problems.
d. Modernization of existing lifts.
e. Time factor.
f. To bring out effectiveness in organization.

Scope of the study

The study was carried out in Bangalore. It involved collecting information
relating to the various buildings. To know there satisfaction on existing lifts and
about their modernization plans for future about lifts in their buildings.



















RESEARCH
METHODOLOGY
RESEARCH METHODOLOGY

Problem Statement

The feed back from the customers about the performance of the
Otis brand of elevators, the company can carry out the product
modification/introduce new models.
Objective of the Study:
To assess the satisfaction level of customers
To identify causes for customer dissatisfaction
To devise mechanism for solving problems of lift usage

Mode of research

The data has been collected mainly through a survey, (through the
structured questionnaire) from the multistoried building.

Target respondents

The respondents have been the chief engineers, managers,
assistant mangers, and supervisor in the facilities department of the
multistoried buildings.

Sample size

The sample size is restricted to 37 respondents taking into
consideration of the time and resource constraints.

Tools for data collection
A structured questionnaire has been used to collect the required
data.
Mode of analysis

Since our research investigation is qualitative in nature, we have
not subjected the data to rigorous statistical treatment. We believe that
qualitative analysis is as important as quantitative analysis.

Limitations of the research
Time and resource constant
Since the research is heavily dependent on personal opinions of the
respondent, bios/prejudice might have crept it.
Since the resource research is restricted to only one brand, the problem of
generalization becomes obvious.












DATA ANALYSIS
AND
INTERPRETATION
DATA ANALYSIS AND INTERPRETATION

REPONDENTS PROFILE

Profile of the respondents

The respondents were the chief engineers, managers, assistant mangers,
and supervisors from the facilities department of the multistoried buildings.

The study concentrates on multistoried building. The main reason for
selecting this group of respondents was that they are the ones who are
responsible for satisfying the need of the lifts for the organization.

A brief note on the method of analysis:

We have made an attempt to contact several respondents of multistoried
buildings but we could only about 37 respondents due to various limitations like
lack of time for research, lack of proper responses from the respondents, etc.

Among these 37 correspondents there are chief engineers of the facilities
section, estate officers, managers, assistant managers, supervisors. The
available responses have been tabulated and graphs are designed accordingly
which would help in clear understanding of the breakup of data.

The available responses are converted into corresponding percentages and
graphs are designed includes bar and pie charts that would give a clear picture
regarding the details of the analysis.



TYPE OF BUILDING


Table 1



Building type
No of
respondents percentage
a. Commercial 31 84%
b. Residential 5 13%
c. Semi commercial 1 3%
Total 37 100%







0
5
10
15
20
25
30
35
a.Commercial b.Residential c.Semicommercial
Chart 1
No of Respondents

Source: Field investigation.


Interpretation

It can be seen from the above table and graph that the building type commercial
is 31 (84%). The residential is 5 (13%) and there are 1 (3%) semi commercial
buildings in the survey.



HOW MANY YEARS OLD ARE THE LIFTS IN THE BUILDING?

Table 2

Options
No of
respondents percentage
< 1 Year 0 0%
1-2 Years 0 0%
2-5 Years 0 0%
>5 years 37 100%
Total 37 100%


Chart 2
0 10 20 30 40
< 1 Year
1-2 Years
2-5 Years
>5 years
N
o

o
f

r
e
s
p
o
n
d
e
n
t
s
>5 years

Source: Field investigation.
Interpretation:
As it can be seen from the table and graph, the lifts used by the
respondents is 5 years old, which means that the maintenance of the existing lifts
assumes importance.

Make of the lifts?

Table 3

Name of the
companies No of Lifts Percentage
OTIS 59 90.70%
JOHNSON 1 1.53%
KONE 3 4.61%
OTHERS 2 3.07%
Total 65


0
10
20
30
40
50
60
OTIS JOHNSON KONE OTHERS
Chart 3
No of Lifts

Source: Field investigation.

INTERPRETATION

The above table and graph shows that the lifts used by target respondents are
from, OTIS ELEVATOR COMPANY. Otis is the preferred brand as compared to
the other brands.


How many times in the past 1 year did the company respond to breakdown
calls at your building?
Table 4
Response
No of
respondents Percentage
Not even once 2 5.40%
1-3 times 3 8.10%
4-6 times 6 16.21%
More than 7
times 26 70.27%
Total 37 100%

Not even once
1-3 times
4-6 times
More tham 7 times

Source: Field investigation.

Interpretation:
It can be seen from the table and graph that the response from the
company to break down calls of the respondents is 70.2%.

Do you have Annual Maintenance Contract (AMC)?

Table 5

Response
No of
respondents Percentage
Yes 37 100%
No 0 0%
Total 37 100%

0
5
10
15
20
25
30
35
40
Yes No
Chart 5
No of respondents

Source: Field investigation.

INTERPRETATION

The above table and graph shows that all the respondents have entered into an
Annual Maintenance Contract.


How fast does the service engineer or the supervisor attend to the
breakdown calls /complaints registered by you?

Table 6
Response No of Respondents Percentage
Within 2 hours 22 59.45%
Within 4 hours 3 8.10%
Same day 5 13.51%
More than 1 Day 7 18.91%
Total 37 100%

0
5
10
15
20
25
30
35
40
Within 2
hours
Within 4
hours
Same day More than 1
Day
Total
Chart 6
No of Respondents

Source: Field investigation.

INTERPRETATION:
It is clear from the above table and graph that the response from the
company for the company breakdown call within 2 hrs is 59.45 %,within 4 hrs is
8.10%,sameday is 13.51%and more than one day is 18.91%.Hence if the
company attends to the breakdown call within 2 hrs the customers would be
satisfied.
How do you rate the attitude of the service/Maintenance Team at your
premises?

Table 7

Factors
Very
Good Good
Neither
good
or bad Bad
Very
Bad
a.
Completing
the work in
time 3 30 4
b.
Quality of
cleanup after
the
completion 2 28 5 1 1
c.
Courteous 3 27 5 2
d.
Listening to
the problem 4 28 5
e.
Neatness of
appearance
of lift after
service 2 26 7 1 1







Chart 7
0%
20%
40%
60%
80%
100%
1 2 3 4 5
e.Neatness of appearance of lift after service
d.Listening to the problem
c.Courteous
b.Quality of cleanup after the completion
a.Completing the work in time

Source: Field investigation.

Interpretation:
As can be seen from the above table and graph, majority of the
respondents rated their attitude towards the service/maintenance team as good
on all the chosen parameters.












Overall how do you feel about the service provided by the Company?

Table 8

Response
No of
Respondents Percentage
Good 17 45.94%
Satisfactory 14 37.83%
Needs improvement 6 16.21%
Total 37 100%

Chart 8
17, 46%
14, 38%
6, 16%
Good
Satisfactory
Needs improvement

Source: Field investigation.

INTERPRETATION
From the above table and graph it is clear that the customers perceive the
service provided by the company as Good is 45%, Satisfactory is 37 % and
Needs for improvement is 16 %.
What is the level of satisfaction of the service carried out by the Company
on the Lifts at your building?

Table 9

Response
No of
Respondents Percentage
Very Good 4 10.81%
Good 15 40.54%
Average 16 43.23%
Bad 2 5%
Very Bad 0 0%
Total 37 100%

0
2
4
6
8
10
12
14
16
V.Good Good Average Bad V.Bad
Chart 9
No of respondents

Source: Field investigation.

INTERPRETATION
The above table and graph shows that 10.81% of the respondents feel
Very Good, 40.51% of the respondents feel good, 43.23% of the respondents
feel Average,5% of the respondents feel Bad and none of the respondents feel
very bad.
Do you find any improvement after the service is done?

Table 10

Response
No of
Respondents Percentage
Yes 26 70.27%
No 11 29.72%
Total 37 100%

Chart 10
70%
30%
Yes
No

Source: Field investigation.

INTERPRETATION
The above table and graph shows that 70% of the respondents find
improvement in the performance of the Lifts after the service, whereas 30% find
no improvement.




What will make you Most Satisfied Customer?

Table 11

Factors No of respondents Percentage
Quick response 31 66%
Courteous company staff 7 15%
Less/No Breakdown 2 4%
Periodical service 7 15%

Chart 11
66%
15%
4%
15%
Quick response
Courteous company staff
Less/No Breakdown
Periodical service

Source: Field investigation.

INTERPRETATION
The above table and graph shows that the respondents/customers who
are expecting for periodical service are 15%, for quick response 66%, for less/no
breakdown 4% and that for quick response is 15%.





Is the Telephone Operator pleasant, patient and courteous while
answering/receiving complaints?

Table 12

Response No of Respondents Percentage
Yes 37 100.00%
No 0 0.00%
Total 37 100%

Chart 12
100%
0%
Yes
No

Source: Field investigation.

INTERPRETATION
The above table and graph shows that all respondents feel the telephone
operator is pleasant, patient and courteous.





Will you recommend OTIS AMC to other people?

Table 13

Response No of Respondents Percentage
Yes 28 75.67%
No 9 24.32%
Total 37 100%

Chart 13
76%
24%
Yes
No

Source: Field investigation.

INTERPRETATION
The above table and graph shows that 75.67 % of the respondents prefer
to recommend OTIS AMC to other people while 24.32% do not favor to
recommend it to others.




Do you intend to go for up gradation/modernization of Lifts?

Table 14

Response No of Respondents Percentage
Yes 22 59.45%
No 15 40.54%
Total 37 100%


Chart 14
59%
41%
Yes
No

Source: Field investigation.

INTERPRETATION
The above table and graph shows that 59 % of the respondents are willing
to go for the up gradation where as 41% are not willing to.






MAJOR FINDINGS OF THE RESEARCH

Customers are dissatisfied because of the company is taking to much time to
attending breakdown calls.
Few customers are dissatisfied because the after sales service and support
expecting regular visits from the company are not done.
Customers are dissatisfied with the service team of the company because
they are not contacting on customers orders and complaints.
The customers stated that the company should improve their services to their
customers and also they mentioned that the company response was poor.
Researcher finds that the company lifts satisfy the customers and they are
happy because they are getting back the value for money invested.
Customers are satisfied because they perceive the companys lifts as the best
in the market. The customers have a positive attitude regarding the
company.
If there is a breakdown during night times, the service team will attend to the
call only on the next day. This is a problem faced in hospitals and hotels,
which work round the clock.
Researcher finds that the service team does not interact with customer.
The servicing takes a long time during major breakdown because they have
to get the spares.
To researcher also finds that there is more number of breakdowns.
Few of the customers are not satisfied with the service because of the
repetition in the problem.









RECOMMENDATIONS

The customers will be satisfied if the response from the company is quick.
Hence the company has to appoint more number of service personnel.
The customers will always prefer for a less/no breakdown lift, hence the
company has to provide periodical service.
The company should appoint special teams to attend to calls during the
night time.
The team should keep in touch with the customers to know about their
problems and their further requirements of lifts.
The company should keep some important spares so that they can rectify
the problem as and when there is a major breakdown.
The ground reality is that the customer satisfaction will suffice but the
customer delight dazzle. The company should compete for the customers
by conforming to their expectations consistently. The company should
focus on the following components customer satisfaction/delight:
The fulfillment of latent needs that the customer is not yet aware of
A quality of service that the customers do not consider possible
from members
Complete personalization of a standardized product/service
An unexpected benefit for the customers
Solutions to problems offered by the companys personnel at
personal initiative.
We give below the customer satisfaction/delight chain. The company can
profitable benchmark it in its attempt directed towards customers
satisfaction/delight:


















The company should periodically measure the customer
delight/satisfaction which will help the company to identify its position in
the market vis--vis competitors. The company can choose any one the
following models for this purpose:
Measure
Customer
Satisfaction
Understand
latest needs
Implement
quality
management
Provide better
service than
competitors

Create delight
Customer
Satisfaction
indices

Direct contact
Empower
employees

Feed back
Market
Research
Provide
touchy-feely
benefits
Under promise
over deliver
Innovate
constantly
The GALL-UP-QSA model which is given below:















Satisfaction scores on six product parameters can be used to identify
the gaps between the customer perception and management
perception.

The CSMM model










Tangibles
Accuracy
Availability


Responsiveness
Credibility
Partnership
Customer Perception
Management Perception
Dissatisfiers
Satisfiers
T
H
E

G
A
P
Identification of satisfaction drivers
Measurements of overall satisfaction and contribution of each drivers
Comparison with overall satisfaction and contribution of each driver to
customers products
Corrective action by the management
Verification of satisfaction drivers, repetition of process



Key satisfiers and dissatisfiers are identified and the companys
performance on them, on an absolute level as well as relative to
competitors, is assessed













The SERVQUAL MODEL:











Word-of-mouth
communication
Expected
service
External
Communication
to customers
Past Experience Personal needs
Perceived
service
Gap 2
Gap 4
Gap 5
Gap 1








Scores are assigned to the companys performance versus customers
expectations in order to quantify the five gaps that represent
deficiencies.
Of all these three models, we recommend the SERVQUAL model, as it is quite
comprehensive, meaningful and realistic. This model is very popular among
companies manufacturing durable products.

We also give below some prominent guideposts for the company to
generate customer satisfaction/delight:
Strive constantly to provide additional customer value in every
transaction
Use a flexible service envelop around the core product to generate
surprise benefits
Constantly surpass the expectations that the customer has built
around the product
Treat every customer as trough he is the only customer whom the
company wants
Look for expectation performance gaps in order to identify
opportunities to delight.
It is to be noted that the issue of customer satisfaction/delight is too subjective.
The intentions of creating it are good but the implementation is tough. The
process of satisfaction or delight cannot be totally formalized. However by
Service
delivery
Service quality
specification
Management perception of
customer expectation
Gap 3
analyzing and systematizing subjective encounters, the company can understand
them better.

We recommend for the company to institutionalize its systems which
helps increase both internal and external customer satisfaction.
Essentially, systems drive delight which, in turn, drives the systems. A
system that manages customer satisfaction using quality tools creates a
green house where customer delight can be nurtured.
We also recommend that the company should practice customer value
management. The CVM enable the company to gain an intimate
understanding of the market and the customers. We give below chart
depicting the sequential steps in creating customer value:



















Customer needs
Advertising and
communication
Customer wants
Latent Overt




















To sum-up, our research investigation establishes the need for treating the
customers as core competency of the company. Targeting customer
delight/satisfaction adds a new dimension to quality and service by forcing
the company to scale new freights, to realize its full potential and to
achieve dramatic break through.

DIRECTIONS FOR FURTHER RESEARCH
The topic of customer satisfaction/delight has been fascinating for the
researchers in marketing. Abundant research has gone into the field.
Nevertheless, there is ample scope for further research in this important field.
The customer satisfaction/delight is an essential input for redesigning marketing
Products and
brands
Customer trail Distribution and
sales
Customer
Experience
Customer
delight
Customer
Value
+
+
=
programs and is much sought after even today. Perhaps, the line of thinking on
which our research investigation is based may give scope for further research in
the following areas:

Customer as a core competency in globalized marketing scenario
Application of multi-attribute analysis to measure customer satisfaction
Customer satisfaction and customer value management interface
Supply chain management a framework for customer satisfaction
Real-time personalized marketing system for durable products
How can companies and customers co-create the value of the product?
Customer preferences and priorities a factor analytical approach
New formulae for customer enticement in durable goods industry
Customer Intimacy in Durable Goods Industry
Total Quality Marketing : A Path to Customer Delight
Strategic Brand Perceptions in respect of Durable Products

The above list is only an indication of broad areas of research. Micro-studies can
also be undertaken.





















ANNEXTURE

















Select Bibliography
1. Shopper, Buyer and Consumer ehaviour by Jay. D. Lindquist and M.
Joseph Sirgy Wihey Dreamtech Publications 2000
2. Consumer Behaviour by J. P Engel, R. B. Blackwell, and P.W. Miniard,
Dryden Press publications, 1995
3. Loyalty Effect by F.F. Reichfield, HBS Publications 1996
4. Conceptualization and Measurement of Consumer Satisfaction lby H, K
Hunt and R. Day, School of Business, Indiana University publications
1980
5. Services marketing by K. E. Clow and D. L. Kurtz Wihey Dreamtech
Publications, 2003
6. Essentials of Services Marketing by E. Doglas Hoffaman and John. E.G.
Bateson, Thompson-South-Western publications 2003
7. Marketing by M.J.Etzel, B.J.Walker and J.J. Stanton, Tata McGraw-Hill
publications, 2004
8. Marketing Management by Czinkota and Kotabe, Thompson South-
Western publications, 2003
9. The New Age Marketing Edited by N. Rajashekhar, ICFAI Publications,
2002

JOURNALS:
1. Indian Journal of Marketing
2. Harvard Business Review
3. ICFAI Journal of Marketing
4. ICFAI Journal of Services Marketing
5. ICFAI Marketing Mastermind
6. Business today
7. Business world




BUSINESS MAGAZINES:
1. Business Standard
2. Economic Times
3. Business Line

WEBSITES SURFED:
1. www.otis.com
2. www.kone.com