Summer Internship Report

On
Marketing Analysis & Survey of Automatic
Entrance & Home Automation Systems
Submitted To
Anjuman-I-Islams Allana Institute of Management Studies
Masters of Management Studies Programm
Prepare By
Ansari Mohd Irfan Nooruddin
DIV. C
Roll No. 03
Under The Guidance of
Afreen Sayed
For The Acadmic Year 2014 -15

DECLARATION
I, Ansari Mohd Irfan of Master of Management Studies (Semester-II) of
Anjuman-I- Islam Allana Institute of Management Studies (AIAIMS),
hereby declare that I have successfully completed this Project on
(Marketing Analysis & Survey of Automatic Entrance & Home
Automation Systems) in the academic year (2013-2014).
The information incorporated in this project is true to the best of my
knowledge.

Ansari Mohd Irfan

Signature

ACKNOWLEDGEMENT
4

I have completed my internship in Intertrade Automation Solutions from

05Th May 2014 To 30Th June 2014 . My internship report wont be
possible without contribution of few people.
At first I desire to express our deepest sense of gratitude of almighty
Allah.
With profound regard I gratefully acknowledge my respected faculty
mentor Ms. Afreen Sayed, for her generous help and day to day
suggestion in the process of my internship report.
Next I would like to show my gratitude towards Mr. Anil Rao, Proprietor
, along with my Internship Program mentor, Mr. Aditya, Head of Sales
Dept. They have been extremely supportive to me. I cannot thank
enough to all the personnel of Intertrade Automation Slutions. They have
explained everything I asked for in details. Throughout time they were
never impatience. They did not allow me to feel uncomfortable for even
a single moment. I am really grateful to all for their supportive and
friendly behavior.
I am also grateful to the HR Dept. of Intertrade Automation Solution for
granting me the opportunity to make my internship program in this
organization.

TABLE OF CONTENTS
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Sr. No.
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Contents
Executive Summary
Preface
Introduction / Overview of the Company
Problem Statement
Purpose of the Study
Objective of the Report
Literature Review
Research Methodology
Limitation of the Study
Significance of the Study
Case Study
Conclusion
Bibliography

Page No.
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08-15
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20-25
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EXECUTIVE SUMMARY
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Intertrade Automation Solutions is one of the service provider of

Automatic Entrance in Mumbai, commenced its operations from 2001.
Intertrade Automation Solutions offers all types of Automatic Entrance
Systems and Hygiene Product. Intertrade Automation Solutions is one of
the firm which provide a facilitate as per their customer needs.
In this field the Customers are very important. My report is based on the
marketing research and survey automatic entrance of Intertrade
Automation Solutions. In this report I tried to lift up a general condition
of marketing strategy of Intertrade Automation Solutions as service firm
promised and delivered to the customers.
The first part of this report contains is based on information of the
organization itself, and the products and services of that firm is
providing to the customer and vision for the future. The second part of
the report contains is nature of job, my duties and responsibilities
towards the job and some. The third part contains the project part that I
was involved in my internship. In this part I have discussed about
marketing strategy of Intertrade Automation Solutions, employees
behavior and cooperation to the customer. The last part contains the
concluding part. Before drawing any conclusion based on this report it
may be noted that there might be lack in data, but still it may be useful
for designing any further study.

PREFACE
7

The present era is undoubtedly a management era. Management is an

important function in any organization. A management is one of the most
important fields which are widely used in every stage of life. The
effective management can be achieved only by effective management
training and developing skill to understand the organizational level this
project work is a part of the course of MMS and was done at Intertrade
Automation Solutios
This project is prepared on the basis of awareness of Intertrade in market
and understanding its scope amongst in the market.
Intertrade is best service providing company who provides all types of
entrance & home automation to its customer.
It consists of an integrated team consisting of highly qualified, versatile
and experienced persons. This project helps me to better understanding
of market stability and automation systems and their benefits.
Now I am feeling the great pleasure in delivering this project because of
a better skill of handling the situation and customer understanding.

INTRODUCTION/ OVERVIEW OF THE COMPANY

8

Intertrade Automation Solution as an Entrance Automation Company

involved in supplying new products from the `Dorma range of products
of GERMAN Origin, being their authorised appointed franchisee /
Service Partner & `TOSHI AUTOMATIC SYSTEMS products of
EUROPEAN & OTHER origins, also being their authorised appointed
franchisee / service partner.
Intertrade Automation Solution as the name implies, in this firm HR &
Administrative Dept. has play a important role in the firm. The HR &
Administrative Dept. is responsible for procuring future employees
according to requirement of the organisation. This department is also
responsible for maintaining the database of all employees, leaves,
attendance, health care and related fields of employees. Although
Intertrade Automation Solution with a small group of employees but
they are keen to manage their employees through HR practice.
The Sales department is responsible for find out the new/innovative
features in the product that they can attract the existing and potential
customers.
Service industries are all about how speed you can provide to your
customers. Capability to provide high speedy service to customers is the
main core competency of Intertrade Automation Solution Superior
24/7customer service and greater network coverage playing a vital role
as their core competencies.
To motivate the employee of Intertrade they use some motivational
factors. These are Recognition, Rewards, Retention. As the employee
gets the above motivations from the organization so employees always
try to put their best efforts to their job. This increases the productivity of
the organization.
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ANIL RAO - FOUNDER & PROPRIETOR

Anil has been in the field of Entrance Automation for more than 23
years. He started his career with Al Shirawi Enterprises in Dubai, U. A.
E. with their Elevators & Escalators Division . He was involved with the
installation & commissioning of several key turn-key projects in UAE
including O & K ESCALATORS from Germany in the Dubai
International Airport Project, and Pneumatic Tube Systems from
HANTER IT Sweden in the Dubai International Airport Cargo Complex
Project coordinating with M/s. Bechtel. Subsequently he formed &
headed the Automatic Entrances Division representing RIB from Italy;
was involved in the installation & commissioning of 12 metres long
Automatic Industrial Drop-Arm Boom Barriers of RIB Italy in the wellknown Articulated Maktoum Bridge Project in Dubai, UAE.

After completing about 4 years with the Shirawis, he joined Al Zamil,

Dubai, in the Entrance Automation Division majorly representing
products from DORMA & RIB of GERMAN & ITALIAN origin.
Subsequently he stepped into the wonderful world of entrepreneurship
and started his own partnership firm ASTCO with the support of Zamils.

In 2001 he moved to India, with an opportunity to represent RIB Italy in

India and started INTERTRADE AUTOMATION SOLUTIONS. Over
the past 12 years he has grown IAS to be at the forefront of automation
in India with a simple Dedication, Passion and Love for work without
compromising on quality. Anil got his BE Mechanical Engineering
Degree from R.V. College of Engineering, Bangalore, India.

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MR. NAEEM AHMED - TECHNICAL HEAD

Naeem has more than 37 years of Technical experience. Apart from

having choice education in electrical & electronic faculties he is also
very sound in the mechanical field; thereby achieving a lethal technical
combination ! With hard core exposure in Saudi Arabia and India in
repairs & maintenance of various products including entertainment
electronics, computer hardware at chip level, assorted machinery like
blow & injection moulding machines and printing press equipments.

He joined Intertrade Automation Solutions in 2012 and has driven its

Technical Division over the past 12 years to be robust with stringent
practices, principles and ethics. He has passionately strived hard to train
& build a small but highly efficient team of technicians to ensure prompt
service to existing and new customers without compromising on
workmanship. Thanks to Naeems due diligence, today Intertrade
Automation Solutions could boast of more than 100s of existing
installations and projects under Annual Maintenance Contracts with
satisfied customers; also his creation of customized solutions tailored to
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specific engineering needs that have garnered satisfying comments.

Naeem spends his some times wonderfully lost with ideas in his selfcreated electronic zone.

MR. ADITYA ALEGAOKAR SALE HEAD

A young Electrical engineering graduate from the prestigious Sardar

Patel College of Engineering, Mumbai. Aditya has techno-commercial
sales exposure of about 1 year with FUJITECHof Japan and 2 Years with
DORMA Germany focusing exclusively on automatic door actuating
mechanisms for the entire Mumbai region.
Being very ambitious to take on the challenges of becoming an
entrepreneur, have ventured out of DORMA & join Intertrade
Automation Solutions to star & head the Sales Divisios. In a very short
time he has been extremely successful in bagging orders of assorted
items
VISION OF INTERTRADE
To achieve the leadership position in our area of expertise & maintain
the same by constantly striving hard to improve ourselves in every
related field updating ourselves with the latest technology advance to be
able to provide btter solutions thereby achieve better customer
satisfaction.
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Core Strength of Intertrade

We specialize in electronic, electrical & mechanical repairs &
maintenance of multiple brands of automatic entrances & related
products having gained experience of more than a decade in India prior
to more than another decade abroad !

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CORE BUSINESS ( SUPPLY & MAINTENANCE / REPAIRS OF

THE FOLLOWING PRODUCT)

Automatic & Manual Frame-less Glazing Concepts & Door HardWare Systems for Human Access
We provide complete glazing solutions of Manual as well as Automatic
sliding, Swing, Revolving & Customized Doors requirements for all
types of commercial & residential premises. We supply Automatic Door
systems from DORMA of German origin, who happen to be one of the
major Global leaders in the subject category. Along with supplies, our
strength happens to be in carrying out installation, maintenance and
repairs in eventualities, of multiple product brands as prescribed in OEM
product technical manuals, to ensure long-term trouble free performance
of products there-by preventing repetitive break-downs, lowering
frequency of failures & resulting inconvenience !

Movable Acoustically Sealing Walls

We provide complete solutions of Manual, Semi Automatic & Fully
Automatic movable acoustically sealing movable walls to optimize
space from DORMA

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Glazing Facade Spiders

We provide complete solutions for External Glazing & Canopies with
Spiders & their related accessories from DORMA.

Glass Shower Cubicles & Partitions

We provide complete solutions for Shower Cubicles & Partitions from
DORMA apart from various other related products from assorted
manufacturers.

Automatic Swing / Sliding Compound Gate Systems for

Vehicular Access
We also provide solutions for Automatic Gate System requirements. In
this category, We represent Toshi Automatic Systems Pvt. Ltd who
happen to be the importers & All India Distributors for RIB &
DOORHAN make systems of ITALIAN & RUSSIAN origins
respectively, apart from various other related products from assorted
manufacturers of European Origin.

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Automatic Traffic / Parking control Drop-Arm Boom

Barriers
Exclusively from RIB of ITALIAN origin representing them since 1990
till date apart from Other assorted imported brands. (Related products :
Spike Barriers / Tyre Slicers / Bollards / Road Blockers / Parking
Management Systems etc.)

Automatic Sectional Over-Head Door Systems

Exclusively from DOORHAN of RUSSIAN origin apart from Other
assorted imported brands. ( Related products : Rolling Shutters /
Curtains / Blinds / Awnings etc. )

High Speed Roll-up Doors, Dock levellers& Dock Shelters

From EFAFLEX, Germany &PAW , Turkey apart from Other assorted
imported brands.

Security & Surveillance Systems

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From DORMA, PEGASUS apart from Other assorted imported brands.

(Products accompanied with the above : Turnstiles, Flap barriers etc.)

Customized Solutions with system Integration

Door Discipline Alarms, Public Address Systems etc.

Manual & Automatic Hygiene systems

Infra Red Taps, Push-O-Maticself closing Urinal / W. C. Flushers, Hand
dryers, Air Fresheners, Soap Dispensers, Shoe Shine Machines, Paper
Towel dispensers etc.

LED Lighting & Home Automation Systems

From I GLOW, India ( NEW Collaboration )

EXISTING CLIENTS OF INTERTRADE

BANKS :
State Bank of India, Bank of India, Deutsche Bank, Royal Bank of
Scotlandt, HDFC Bank, All ICICI Bank, Standard Chartered bank, IL&
FS, SREI Infrastructure, HSBC etc.

17

CORPORATES :
Tata Communication, Reliance, Dow Chemicals, Sion Hospital, Fortis
Hospitals, Tata Motors, Tata Interactive, Larsen & Toubro, Mahindra &
Mahindra, B.C.C.I, IPL, Supreme Treves, CMC, ESSAR House, Global
Telecom Ltd., K.P. Sanghvi International ltd., Khemani /Blossom
Distilleries Daman, Nokia Chennai, MSC Agency, WNS Global
Services, Bombay Dyeing etc.
MALLS / STORES :
Inorbit Malls, High Street Phoenix, Lifestyle, Shoppers Stop, Globus,
Oberoi Mall, Moksh Plaza, MAXUS Malls, Haiko Mall, Korum Mall,
Metro Shoes, Aadya Honda, Bikaji, MNG Stores, Guess Stores, ColorPlus
Stores, Hypercity etc.
BUILDERS / OTHERS :
Runwal, Raheja, Hiranandani, H.C.C., Lokhandwala, DLH, American
School of Bombay etc.
HOTELS :
ASCOT, MIRADOR, HILTOP, TAJ Lands End, TAJ President, Taj Mahal
Hotel & Towers, ORITEL, Grand Hyatt, Intercontinental, Leela
Kempinski, Gordon House, Park Hotel, Studio 49 pune etc.
PRESTIGIOUS CLIENTS :
Birla House, Ruia House, Tata Bunglow, HDIL Wadhwan Bunglow,
Goenka Residence, Bajaj Residence etc.

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PROBLEM STATEMENT
In an earlier study conducted by automated service quality has been
identified to have a significant importance, automated service quality,
customer satisfaction and their relationship. The current study extends
the previous study and investigates weather there is any relationship
between automated service quality and customer satisfaction.
In the general literature, service quality and customer satisfaction have
often been identified as significant predictors of business performance.
Therefore, this study explores how perceived quality of automated
service and level of customer satisfaction are related to firms
profitability. Automated service quality is defined as the customers
overall evaluation of the services provided through electronic channels,
such as the internet, telephone. It is proposed that customer perceptions
and preferences of service quality have a significant impact on a
organization success.
Analysing markets based on customer perceptions, designing a service
delivery system that meets customer needs, and enhancing levels of
service performance are pertinent objectives for organizations to gain
and retain a competitive advantage. Service quality in the broader
context has received much attention because of its obvious relationship
with costs, customer satisfaction, and customer retention.
The literature provides an extensive account of the relationships between
service quality, customer satisfaction, where face-to-face interaction
between customer and employee is the only focus. Recently, however,
technology has had a remarkable influence on the growth of service
delivery options and a profound effect on service marketing.

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There are several competitive advantages associated with the adoption of

technology in service organizations, including the creation of entry
barriers, enhancement of productivity, and increased revenue generation
from services. Service quality is one of the main factors that determines
the success or failure of home automation. However, automated service
quality has tended to lag behind because practitioners have focused
mainly on issues of usability and measurement of use, with little
consideration for the outcomes.
Therefore, this study will investigate whether significant relationship
exist among automated service quality, customer satisfaction.

PURPOSE OF THE STUDY

The purpose of the study is to present and test a model, which identifies
the relationship of, automated service quality and customer satisfaction
with the customers needs. The rapid development of entrance
automation & home automation technology options advances the need
for research beyond the interpersonal dynamic of service encounters in
this technology oriented context. Parasuraman and Grewal (2000)
emphasised the importance of technology in shaping buyer-seller
interactions and recommended further investigation into the impact of
technology,
For example, on the service quality-value loyalty chain. The quality
issues of automated services in the banking context are becoming
important because of their potential influence on: attractiveness,
customer Automated service quality, customer satisfaction and their
relationship retention, profitability, positive word-of-mouth, and
maximum competitive advantages.
20

Despite the theoretical background underpinning the importance of

automated service quality in customer satisfaction and profitability,
empirical research is required to examine the extent to which it enhances
or diminishes these variables in this new context. Accordingly, this paper
will begin with a literature review of current theoretical arguments,
followed by a description of a model, developed by the authors, to show
the relationship between customer perceptions of automated services
organisation and their profitability via customer satisfaction.
Data collection methods and analysis techniques will then be explained.
The paper will conclude with an examination of the major research
findings, methodological limitations and implications for marketing
planning. The present study aims to identify the relationship of
automated service quality and customer satisfaction.

OBJECTIVE OF THE REPORT:

GENERAL OBJECTIVE
The objective of the case study is to develop the concept about the
various aspects of the organizational structure, success & marketing
process of the automation industry. This case study will help me to
analyze the various concept of marketing, formal hierarchy, rules,
organizational network, various types of approaches to make profit,
decision making in stable & unstable situation, how to improve the
quality of service & the sales process which will enrich my experience
for my future career.

SECONDARY OBJECTIVE
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Objectives Regarding This Study Are As Follows:

To fulfill academic requirement;
To assess the performance of Intertrade in both absolute and
relative term in a comparative manner.
To find out the trends in order to predict the future level and
pattern of the variables from the consequences of existing level
and rate of changes of different variables.
To gain practical knowledge in automation industries.
To assess and evaluate the growth trends on intertrade among
other service provider.
To recommend ways and means to solve problems automation
industry.

Our Secondary Objectives Are As Follows:

To identify the marketing strategies of Intertrade Automation
Solutions.
To know their market strategy on its current market.
To evaluate the promotion campaigned of the company.
To provide recommendations to its current market share and to
increase further with giving the customers more value and
satisfaction.

22

LITERATURE REVIEW
Automated Service Quality
There are well-established definitions of service quality within the
general personal interaction environment, but attention has recently been
directed to the environment. To date, automated service quality research
has been limited to relationship management rather than the metrics of
service quality. Therefore, the current literature lacks a comprehensive
definition of automated service quality. It is defined it with specific
reference to the internet defining it as the extent to which Automated
service quality, customer satisfaction and their relationship with the
Entrance Automation & Home Automation a site facilitates efficient and
effective purchasing and delivery. For the purposes of this research,
however, the definition proposed by Santos (2003) has been adopted, as
it provides a more general definition of automated service quality that
can be extended beyond internet-based applications. It is the consumers
overall evaluation and judgment of the excellence and quality of service
offerings in the virtual marketplace. This is applicable to the current
research.
Thus, automated service quality is defined as the customers overall
evaluation of the excellence of services provided through its networks,
such as the internet and telephone. Mols (2000) argued that customer
acceptance of new automation service delivery in banks may bring a
dramatic change in the way of maintain close relationships with their
customers. The introduction of new automated channels of service
delivery has made customer participation more widely possible and
researchers therefore need to adopt new ways to conceptualize
automated service taking into consideration the attributes of all service
delivery channels. A number of marketing scholars identify internet and
telephone as the principal automated delivery channels for automation
service provider.
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Automated service quality, customer satisfaction and their relationship

with service performance. In the automation sector, customers tend to
use these three different automated service delivery channels in a
complementary way. Consequently, building a relationship with the
customer can be developed using any one of them, but more likely
in combination. Customer evaluation of automated service options and
their intention to use a particular option are directly affected by
perceptions of the attributes associated with a particular option. Each
channel has its own attributes, which differ from the others. The quality
of each automated delivery channel shapes customers overall
perception of automated service quality; therefore, each delivery channel
has been considered as a factor in the proposed automated service
quality construct rather than an aggregated measurement.
From a customer perspective, price is the most important motivation for
engaging the purchases of the automated product and is the most critical
comparison lement. Price is considered as one of the most important
determinants of automated service. Further more research reveals that
consumers are more prices sensitive. Pricing problems associated with
perceptions of unfairness and non-competitiveness, consequently, price
has been incorporated as an additional factor that could influence overall
customer perceptions of automated service quality. Core service refers
to all components of service and the basic products being offered and, as
such, explains the what of a service.
Core service has features that shape and distinguish automated service
quality, customer satisfaction and their relationship. It is an essential
component of automated service as the product offerings and product
information represent a set of elements that can have a positive impact
on automated service satisfaction levels. Product innovation and
knowledge development factors also have a significant effect on the
success of automated service provider. Therefore, customer perceptions
of the variety of products/services offered by an organisation will be
considered as another significant factor shaping overall customer
perceptions of automated service quality.
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This research establishes that influence customer perceptions of

automated service quality in automation service industries core service
and customer perception of price.
Automated Service Quality
Service quality is considered a critical measure of organisational
performance. It remains the most important issue in both the marketing
literature generally, and service marketing literature specifically. The
literature indicates that profit-oriented service organisations and
academic researchers see service quality as a key driver of profit.
However, few studies have explored the direct positive link between
service quality and automated service quality, customer satisfaction and
their relationship with performance organisational performance in the
traditional service context.
Furthermore this relationship has not been empirically investigated in
the automated service context. The viability of automated service
industries depends upon its profitability and research has linked the
success or failure of automated service industries with service quality.
Since automated service quality impacts on the attraction of its
customers and, the quality of the home automation services contributes
to the improvement of profitability. Therefore, with respect to the
entrance & home automation service quality effect to the profitability of
the organisartion, it can be expected that in an automated service
organisation context, service quality is positively.
Customer Satisfaction
Customer satisfaction is generally defined as a feeling or judgment by
customers towards products or services after they have used them.
Customer satisfaction in service industries has been approached in two
ways; satisfaction as a function of disconfirmation, and as a function of
perception.
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The confirmation/disconfirmation paradigm views customer satisfaction

judgments as the result of consumer perceptions of the gap between their
expectation and perception of actual performance, however, the
disconfirmation theory has been increasingly criticised by many
marketing scholars. In particular, the latter author argued that the
different definitions of expectations and the difficulties with
measurement operationalisation have undermined these models which
used Automated service quality, customer satisfaction and their
relationship with organisation performance expectation concepts.
Thus, there was no consistency in operationalising the expectation part
of customer satisfaction in the literature. Some authors have considered
that neither disconfirmation nor expectation had any effect on customer
satisfaction. Some researchers demonstrated a direct link between actual
performance and satisfaction levels. However, to avoid the debate
surrounding the nature of the expectation concept in measuring customer
satisfaction, this research has followed an alternative approach, which
initially depended on customers actual evaluations of satisfaction, rather
than on the gap between perception and expectations.
Relationship between Customer Satisfaction and Organisational
Performance
Achieving customer satisfaction is a vital target for most service firms
today, as it leads to improved profits, word-of-mouth, and less marketing
Expenditure. Many empirical studies in the literature have found a
positive relationship between customer satisfaction and organizational
performance. However, the authors found no studies pertaining
specifically. Accordingly, this study will also contribute to knowledge by
investigating this relationship within the automated service quality and
sales context. Thus we can say that in an automation service industries
context, customer satisfaction is positively related to organizational
performance.

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Organisational Performance
Performance is the outcome of all of the organisations operations and
strategies. Measuring performance accurately is critical for Automated
service quality, customer satisfaction and their relationship with
organisational performance accounting purposes and remains a central
concern for most organisations. Performance measurement systems
provide the foundation to develop strategic plans, assess an
organisations completion of objectives, and remunerate mangers.
Although assessment of performance in the marketing literature is still
very important, it is also complicated. While consensual measurement of
performance promotes scholarly investigations and can clarify
managerial decisions, marketers have not been able to find clear, current
and reliable measures of performance on which marketing merit could
be judged.
Two approaches have been adopted in the literature to measure
organisational performance. The first subjectively measures the
performance of firms based on their own evaluation and expectations or
comparison with their competitors. The second is objective, based on
the absolute measure of performance such as financial ratios.
In this study, both measures were used because.
Other studies adopting the two approaches found a strong
association between objective and subjective measures of
performance.
Subjective performance measures have been found to be
reasonably reliable and are widely used in international marketing
and strategy literature.
The sole use of objective performance measures, such as growth,
is not an accurate measure of firm performance.

27

A combination of the two approaches maximises the advantages and

overcomes the weaknesses associated with using one only. Automated
service quality, customer satisfaction and their relationship with
organizational performance

RESEARCH METHODOLOGY

Research Design
The conceptual framework illustrates the name of research variables and
relationship within them. In this study, the researchers are going to
investigate the relationship between automated service quality and
customer satisfaction with the organizational performance of the
automation industries in the context of Intertrade Automation Solutions.
Research that studies the relationship between two or more variables is
also referred to as a co relational study. That is why a co-relational
research design has been selected in order to find out the appropriate
answers of the research questions and to test the hypotheses. The model
also suggests this type of automated service quality, customer
satisfaction and their relationship with organizational performance
design.
Here, service performance is considered as the dependent variable,
whereas automated service quality and customer satisfaction are
considered as independent variable. To gather data on the research
questions, the researchers used questionnaire. The rationale behind using
questionnaire to collect data is :
i. It takes less time to fill up a questionnaire. Therefore, the
customers will not be reluctant in providing accurate data.
ii. Personal interview is both time and cost consuming.
28

iii. The data gathered through questionnaire is easy to put in

quantitative analysis. Therefore, questionnaire is the most useful
method to collect data for this study.
Sampling Method
There were two different types of population for this study. For this
proposed study the first population was the general public. Another
population was the existing clients of Intertrdae automation Solutions.
The researcher used systematic sampling to collect the sample for this
study. In most of the previous researches conducted on public the
researcher had used this type of sampling. The sample size was 100 as in
the previous research which was conducted on the organizational
performance of the industries the researcher has chosen a sample size of
100 and found effective match. Again, in this research the researcher
used sample size of 100 because of time limitation. Automated service
quality, customer satisfaction and their relationship with organizational
performance.
The researcher used convenient sampling to collect the second sample. A
sample consisting of 100 existing clients of Intertrade Automation
Solution were selected. The reason behind choosing non-probability
sampling is that :
i. If the researcher would have gone for probability sampling for the
clients, then a sample frame would have been needed to collect
and from the list, a sample would have been drawn, which might
have been larger enough to meet reasonable time and given cost.
According to, Cost considerations influence decisions about the
size and type of sample and also the data collection methods.

29

ii. The current researchers are going to extend the study in which the
previous researchers use the sample size of 100 and find
appropriate results as predicted. Therefore, the current researchers
feel the sample size of 100 is safe to implicate in this research.
This was mainly done considering the time and cost factors
behind the research conducted.
Survey Instrument
To gather data the researcher used questionnaires. The questionnaire
survey is the most effective method for this study to collect data for this
for the following reasons
1. Respondents anonymity can be maintained.
2. The researcher conducted survey on a total of 200 respondents. It was
not possible to conduct personal interview because of time limitation.
Therefore, questionnaire survey was the most appropriate one for this
study.
Structured questionnaires were used in this research to collect data from
the clients. In the questionnaire which was developed for existing
clients, there were asking a some question such as, Intertrade give a
better service or not, technician responding / behaviour, break-down /
AMC attending, price, and customer are satisfied their service, any
suggestion to the Intertrade. Automated service quality, customer
satisfaction and their relationship with organizational performance.
i.
ii.
iii.

In 100 clients 70 are happy with Intertrade services & rest of that
are sometime happy to Intertrade.
All 100 client told Intertrade technician are goond in behavior &
they responding there any issues & they give a suggestions.
All clients are happy with Intertrade & they told their technicians
are attending break-down call & attending AMC 4 time in a year.

30

iv.
v.

75 clients are told Intertrade charge less price to other service

provider who involve in this industries.
All clients are satisfied their service.

Second sample in the questionnaire which was developed for general

publics means mostly questionnaire asked for architecture such as, you
have existing any automatic door, if yes which make, you have to buy
the automatic door if yes which make you buy, buy Dorma make
automatic door, its a cost effective to you, automatic entrance door is
convenient to use,
i.
ii.
iii.

Mostly have automatic door but its a china make.

All told they have buy a new automatic door, because the existing
make is not working and maintaining cost is very high. Mostly
have buy Dorma make.
Many architecture told they have buy Dorma make automatic door
because its a Germen make product & technologically its product
is very good &it is a expensive but they not worried about the csot
because that product life duration is 9-10 years & it is convenient
to use

Data Collection Procedure

The present research is a unique one for Intertrade Automation
Solutions. As a result, secondary sources of data were not available for
the present study. Therefore, the researcher required primary data to
investigate the research questions. To collect data from the primary
sources, the researcher thus used questionnaire survey method.

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Data Analysis
Pearsons Co relational analysis was used to find out whether any
relationship exists between the independent and dependent variables.
Correlation analysis is the statistical tool that can be used to describe the
degree to which one variable is linearly related to another. After
collecting the data, correlation matrix for the variables were prepared
and the researcher looked for significant correlations. The researcher
used Stepwise regression to test the strength of associations between the
study variables. The Statistical Package for Social Science (SPSS)
software was employed to analyze the data collected from the actual
survey. Automated service quality, customer satisfaction and their
relationship with organizational performance

LIMITATIONS OF THE STUDY

A limitation of this study is the mix of longitudinal (organizational
performance) and cross-sectional (service quality and satisfaction) data.
It is difficult to avoid this problem because of the time limitation. Ideally
service quality and satisfaction should be tracked over the same period
as organizational performance. However, this limitation had little impact
Automated service quality, customer satisfaction and their relationship
with organizational performance on results due to the absence of a
significant difference among ratios over the five-year span, reflecting the
stability and validity of these ratios.
This paper presents an initial phase of a sustainable research program
and as such has limited itself in terms of research design. First of all,
researchers have limited access to the related literature review due to
lack of journals available on the measured variables. As a result,
researchers have limited resources to deal with. Second, data collection
is restricted within Mumbai city only, which may fail to represent the
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factual scenario of the relationship between measured variable. Finally,

this research was limit to Intertrade Automation Solution only rather
than whole automation industries sector. So the researchers did not have
the view on total automation industries sector of this country, which
limits the generalization of the findings.

SIGNIFICANCE OF THE STUDY

This study is significant for the following reasons :
i. The findings of this research effort may have practical implications
for service providers that strive to organize their service offerings
in order to accomplish their corporate objectives.
ii. The study will help or assist companies to enhance their
understanding of the actual employee service quality to the
response to their work climate, so it will be easy for the companies
to make decision regarding internal marketing.
iii. This research may encourage further study and provide useful
guidelines for these types of researches. Automated service quality,
customer satisfaction and their relationship.

CASE STUDY
Case Study on Automation Testing
Overview
The Enervista suite of applications were software interfaces for electrical
devices manufactured by the company and was basically about setting
different set of values, controlling the parameters, and communicating
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with the device, In short these applications were graphical user

interfaces to the electrical devices. The software has therefore numerous
fields which had to be set and different combinations of actions that need
to be performed on the application. This basically involved a large
testing cycle considering the frequency of releases for the application,
each application in the suite had 2-3 releases every year amounting to a
large testing cycle, automation of the applications seemed a very good
choice.
Objectives & Challenges
The modular approach of automation seemed very out of place here
taking into account the multiple applications involved as this might
require generating test scripts for each applications which would result
in huge effort, less generic and less reusable scripts, and of course more
maintenance over the life cycle. The feasibility study revealed that the
application had lots of third party controls which were not recognized by
the automation tool, neither was any automation support built into the
application that would allow the tool to communicate to these third party
controls.
The biggest challenge was automating the tree view and the grids that
were not recognized by the automation tool. It was also important to
generate very generic test scripts that could be used across different
applications this was required to eliminate any chances of redundancy in
the framework. The most important requirement for the framework was
to have an easy-to-use interface and a highly informative report to be
generated at the end of test execution, thus allowing those who do not
have exposure to the test automation tool to use the framework and
interpret the results of the test execution.
Our Solution
The feasibility study made us to think out of the box to automate the
application and we decided to employ QuEdges proprietary Optical
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Character Recognition (OCR) mechanism and the Sub-Image matching

to facilitate the automation process. We tested the OCR and the SubImage match for effectiveness, concreteness, and reliability and was
found to cater for automating most of the sections of the application.
We decided to use excel as the interface to the framework that would be
built in Silk Test and to design a website that would display the results of
the test execution even when the test execution is in progress.
Implementation
We designed a keyword Driven Framework in SilkTest that had an excel
interface to administer test case management, test execution and test
distribution. Keyword Driven Framework was used as the keywords
could be reused across applications and in spite of the initial effort, and
the effort in plugging in new projects in to the framework would be very
less. The framework is also designed to work across multiple operating
systems and over previous versions of Silk Test. Keywords were
developed that would work on multiple applications that share the same
functionality and all the keywords built into the framework work for all
the applications for which the functionality is applicable. A group of
logical keywords make a test case and since these keywords are
incorporated into the excel interface, thus allowing the end user to create
or manage the test cases.
CONCLUSION
The automation effort was planned for 6 milestones including one
Milestone for Knowledge Transfer. The out-of-the-box approached we
embraced on this effort allowed us to verify graphs and waveforms
which would have impossible with the automation tool alone. The
automation effort has covered areas that would have difficult to test
manually considering the different combinations that are possible and
thereby ensuring at least 50% lesser testing cycle per release of the
application.
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CONCLUSION
In view of the findings, the provision of high standards of automated
service quality and maintaining a significant level of customer
satisfaction will lead to improved organisational performance. While this
research found that service industries had no or little significant
relationship with industrial performance, improvement in the quality
aspects of this dimension could enhance overall satisfaction and in turn
may boost the organisational performance of Intertrade Automation
Solution. Finally, this research will encourage further study and useful
guidelines for these types of researches. We should study marketing
strategy because we all use marketing techniques in every aspects of
business. If we want to work in business, we need to know about
marketing strategy because marketing people play a vital role in
business activities. Marketing jobs are inherently interesting because of
the variety of people encountered and activities undertaken. In addition,
it offers the opportunities for financial rewards and promotions. In
conclusion I can strongly predict that Intertrade Automation Solutions
contains a great future ahead of it.

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BIBLIOGRAHPY
Web Site Reference
www.intertradeautomation.com
www.ingersollrand.co.uk
www.wikipedia.com
www.answer.com

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