A PROJECT REPORT

ON

(SERRVICE QUALITY DELIVERY OF RELIANCE FRESH)

TABLE OF C O N T E N T S
Chapter No.

I
1.1
1.2
1.3
1.4
1.5
II
2.1
2.2
2.3
2.4
2.5
2.6
2.7
2.8
III
IV
V
VI

Title
Declaration from student
Certificate from Guide
Acknowledgement
Introduction
Background of the Study
Company profile
Literature Review
Scope of the study
Objectives of the study
Research Methodology
Research design
Primary data
Secondary data
Sample design
Sample size
Method of data collection
Instrument for data collection
Limitations
Result and Interpretation
Findings
Conclusions
Recommendations
Bibliography
Appendices / Annexure
Questionnaire

Page No.
iii
iv
v

CHAPTER1
INTRODUCTION

INTRODUCTION

Quality in a service organization is a measure of the extent to which the service delivered meets
customers expectations because to the customer, quality is all about Meeting or exceeding their
expectation.
The National quality institute web site defined quality as follows:
Quality is in the eye of the beholder. Yet we all recognize it when we
See it Quality is when you are so satisfied with a product or service
That you go out of your way to recommend it to other people
There is a tendency to think of quality as being upscale, first class and
expensive. In fact, quality can be achieved at all price levels if the need and desires of the customers
are met, and exceeded.
The nature of most services is such that the customer is present in the delivery process. This means that
the perception of quality is influenced not only by the service outcome but also by the service processes.
Reliance fresh is a store, which provides services to the customers. In this project it is estimated that to
what extent the quality service is by reliance fresh and what role does the marketers play in delivering
high quality goods and services to get the target customers. For research work both primary and
secondary data are used. Customer to know their perceptions and belief fills questionnaire. Then in this
report service quality model is explained which highlights the gaps that cause unsuccessful delivery of
service. On the basis of this model five determinants of service quality are- Reliability, Responsiveness,
Assurance, empathy, tangibles.

SERVICE QUALITY MODEL

The model highlights the main requirements for delivering service quality.
It identifies five gaps that cause unsuccessful delivery.
1). Gap between consumer expectation and management perception.

2). Gap between management perception and service quality specification.

3). Gap between service quality specification and service delivery.

4). Gap between service delivery and perceived service.

5). Gap between perceived service and external communication

Word of mouth
communication
Personal

Past
experience

needs

Expected
service
GAP 5
Perceived
service
CONSUMER
MARKETER

GAP 1

Service delivery

GAP 4

(Including pre and post

contacts)
GAP 3

Transaction of
perceptions
service quality
specifications.

into

GAP 2

Management
perceptions of
Based on this service quality model, researchers identified the 5 determinants
Consumer expectations

External
communication
To consumer

of service quality, in order of importance.

1). RELIABILITY- The ability to perform the promised service dependably and accurately.

2). RESPONSIVENESS- The willingness to help customers and to provide prompt service.

3). ASSURANCE The knowledge and courtesy of employees and their ability to convert trust and
confidence.

4). EMPATHY The provision of caring individualized attention to customers.

5). TANGIBLES The appearance of physical facilities, equipment, personnel, and communication
materials.

What is customer Satisfaction?

Customer satisfaction, a business term, is a measure of how products and services supplied by a company
meet or surpass customer expectation. It is seen as a key performance indicator within business and is
part of the four perspective of a balanced Scorecard.
.
In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a
key differentiator and increasingly has become a key element of business strategy.

Measuring customer satisfaction

Organization are increasingly interested in retaining existing customer while targeting non customers;
measuring customer satisfaction provides an indication of how successful the organization is at providing
products and /or services to the marketplace.

Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of
satisfaction will vary from person to person and product/service to product/service. The state of
satisfaction depended on a number of both psychological and physical variable, which correlate with
satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary
depending on other options the customer may have and other products against which the customer can
compare the organizations products.

Because satisfaction is basically a psychological sate care should be taken in the effort of quantitative
measurement although a large equality of research in this area has

recently been developed. Work done by Berry (Bart Allen) and Brooder between 1990 and 1998 defined
ten Quality values which influence satisfaction behavior, further expanded by berry in 2002 and known
as the ten domains of satisfaction. These ten domains of satisfaction include: Quality value, Timeliness,
Ease of access, Environment, inter- departmental Teamwork, Front Line service behavior commitment to
the customer and innovation. These factors are emphasized for continuous improvement and
organizational change measurement and are most often utilized to develop the architecture for
satisfaction measurement as an integrated model.
Work done by Parasuraman,, zeithmal and Berry (Leonard L) between 1985 and 1988 provides the basis
for the measurement of customer satisfaction with a service by using the gap between the customers

expectation of performance and their perceived experience of performance. This provides the measure
with a satisfaction gap which is objective and quantitative in nature. Work done by Cronin and Taylor
propose the confirmation / disconfirmation theory of combining the gap described by parasuraman,
Zenithal and Berry as two different measures into a single measurement of performance according to
expectation. According to Garbrand, customer satisfaction equals perception of performance divided by
expectation of performance.

COMPANY PROFILE

Reliance Retail
Type

Supermarket

Founded

30 October 2006

Headquarters Mumbai, India

Key people

Mukesh Ambani, CEO

Industry

Retail

Website

www.ril.com

Reliance Fresh is the convenience store format which forms part of the retail business of Reliance
Industries of India which is headed by Mukesh Ambani. Reliance plans to invest in excess of Rs. 25000
crores in the next 4 years in their retail division. The company already has in excess of 560 reliance fresh
outlets across the country. These stores sell fresh fruits and vegetables, staples, groceries, fresh juice bars
and dairy products.A typical Reliance Fresh store is approximately 3000-4000 square. Feet and caters to
a catchment area of 1-2 km.Giant Corporation like walmat and reliance has started to try and take over
the Indian retail sector. The entry of the giant corporate retails in Indias food market will have direct
impact on Indias 650 million farmers and 40 million people employed in tiny retail. More than 6600
mega stores planned with Rs. 40,000 by 2011.

LITERATURE REVIEW
History
Post launch, in a dramatic shift in its positioning and mainly due to the circumstances prevaling in UP,
West Bengal and Orissa, it was mentioned recently in news Dailies that, Reliance Retail is moving out of
stocking fruits and vegetables. Reliance Retail has decided to minimise its exposure in the fruit and
vegetable business and position Reliance Fresh as a pure play super market focusing on categories like
food, FMCG, home, consumer durables, IT and wellness, with food accounting for the bulk of the
business.
The company may not stock fruit and vegetables in some states. Though Reliance Fresh is not exiting the
fruit and vegetable business altogether, it has decided not to compete with local vendors partly due to
political reasons, and partly due to its inability to create a robust supply chain. This is quite different
from what the firm had originally planned.
When the first Reliance Fresh store opened in Hyderabad last October, not only did the company said the
stores main focus would be fresh produce like fruits and vegetables at a much lower price, but also
spoke at length about its farm-to-fork theory. The idea the company spoke about was to source from
farmers and sell directly to the consumer removing middlemen out of the way.
Reliance Fresh, Reliance Mart, Reliance Digital, Reliance Trendz, Reliance Footprint, Reliance
Wellness, Reliance Jewels, Reliance Timeout and Reliance Super are various formats that Reliance has
rolled out.
In addition, Reliance Retail has entered into an alliance with Apple for setting up a chain of Apple
Specialty Stores branded as iStore, starting with Bangalore.
Controversy
Recently their stores in Jharkand faced the ire of mobs comprising of local vegetable vendors. They
vandalised and attacked the stores claiming that they were stealing their livelihoods
In August 2007, Uttar Pradesh Chief Minister Mayawati ordered to close 10 new stores keeping view of
Law & order situation. In November 2007, Reliance Fresh stores are attacked by Bharatiya Janshakti
Party supporters headed by Uma Bharti.
Suicide squad against Reliance Fresh outlets

Bhubaneswar: Traders and roadside vendors opposing the opening of Reliance Fresh outlets in Orissa on
Saturday formed a suicide squad.
As many as 100 youth today joined the squad as they prefer to die while fighting rather than facing
starvation, All-Orissa Roadside Vendors and Small Shop Owners Association president Pratap Sahu
said.
Reports said the vendors formed the squad soon after a meeting PTI
But some vegetable vendors don't want a job at Reliance, if offered one, because they want to be their
own boss.

Scope

OBJECTIVES
To know the level of service quality delivery of reliance fresh
To know the customers satisfaction with reliance fresh.
To suggest suitable strategies for upgrading the performance of store.
To know about the customer retention.
To find out the impact of the strategies on the daily business activities in the store.
To analyze the effect of customer retention strategies on the performance of the employees, top
management, sales of the divisions, merchandise turnover etc.

CHAPTER 2
RESEARCH
METHODOLOGY

RESEARCH METHODOLOGYResearch methodology is a way to systematically solve the research problem. It may be understood as a
science of studying how research is done scientifically. In it we study the various steps that are generally
adopted by a researcher in studying his research problem along with the logic behind them.

TYPE OF RESEARCHDescriptive research:

In this project descriptive type of research is done. It includes surveys and fact-findigs enquiries of
different kinds. The main purpose of descriptive research is description of the state of affairs, as it exists
at present.
The main characteristics of this method are that the researcher has no control over the variables. He can
only report what has happened or what is happening.

Research designResearch design is the conceptual structure within which research is conducted; it constitutes the
blueprint for the collection, measurement and analysis of data. AS such the design includes an outline of
what the researcher will do from writing the hypothesis and its operational implications to the final
analysis of data.

Important features of research designIt is a plan that specifies the sources and types of information relevant to the research problem.

RESEARCH DESIGN

NON-PROBABILITY

EXPLORATORY &DISCRIPTIVE EXPERIMENTAL RESEARCH

The research is primarily both exploratory as well as descriptive in nature. The sources of information are
both primary & secondary.

Primary Data:
Primary data is basically the live data which I collected on field while doing cold calls with the
Distributor and shopkeeper, customers, I shown them list of question for which I had required their
responses. In some cases I got no response form their side and than on the basis of my previous
experiences I filled those fields.
Source: Main source for the primary data for the project was questionnaires which I got filled by the
customers or some times filled myself on the basis of discussion with the customers.

Secondary Data:
1

Internet ,

Books

Journals ,

Newspaper,

Annual report,

Database available in the library,

Catalogues and presentations.

It is a strategy specifying which approach will be used for analysis and gathering and analysis of the
data.
It also includes the time and cost budgets since most studies are done under these two constraints.

SampleNon-probability samples

A sample is the unit, which is taken down from the population (universe), geographical age levels and
sorted down to perform the experiment or an event.

Sampling design is technique, which is used to draw any random sample from a given population by
statistical method.
Samples are of two typesProbability samples
Non Probability samples
Probability samples are those based on simple random sampling, systematic sampling, stratified
sampling, cluster/area sampling.
Non-probability samples are those based on convenience sample, judgmental sampling and quota
sampling techniques.

1. Deliberate samplingDeliberate sampling is also known as purposive or non- probability sampling. This sampling method
involves purposive or deliberate selection of particular units of the universe for constituting a sample,
which represents the universe.

Convenience samplingWhen population elements are se4lected for inclusion in the sample based on the ease of access, it can be
called as convenience sampling.

Judgmental samplingIn judgmental sampling the researchers judgment is used for selecting items, which he considers as
representative of the population. Judgmental sampling is used quite frequently in qualitative research
where the desire happens to be to develop hypothesis rather than to generalize to larger populations.

2. Simple random samplingThis type of sampling is also known as chance sampling or probability sampling where each and every
item in the population has an equal chance of inclusion in the sample.

3. Systematic SamplingIn some instances the most practical way of sampling is to select every 15th name on a list, every 10th
house on one side of street and so on. Sampling of this type is known as systematic sampling. This
procedure is useful when sampling frame is available in the form of a list.

4. Stratified Sampling If the population from which a sample is to be drawn does not constitute a homogeneous group, then
stratified sampling technique is applied so as to obtain representative sample.
In this technique, the population is stratified into a number of strata and sample items are selected from
each stratum.

5. Quota sampling:
In stratified sampling the cost of taking random samples from individual strata is often so expensive that
interviewers are simply given quota to be filled from different simply given quota to be filled from
different strata, the actual selection of items for sample being left to the interviewers judgment. This is
called quotas sampling.

6. Cluster sampling Cluster sampling involves grouping the population and then selecting the groups or the clusters rather
than individual elements for inclusions in the sample.

7. Area sampling
Area sampling is talked about when the total geographical area of interest happens to be big one under
area sampling total area is divided into number of smaller non overlapping areas, generally called
geographical clusters, then a numbers these smaller areas are randomly selected and all units in these
small areas are included in the sample.
For conducting the research non probability (convenience sampling method is used).

SAMPLE SIZEThe sample size of 50 persons is used for the completion of research.

Collecting the data:

In dealing with any real life problem it is often found that date at hand are inadequate, and hence, it
becomes necessary to collect data that are appropriate. There are several ways of collecting the
appropriate data, which differ considerably in context of money costs, time and other resources at the
disposal of the researcher.
Primary data can be collected either through experiment or through survey. If the researcher
conducts an experiment, he observes some quantitative measurements, or the data. With the help of
which he examines the truth contained in his hypothesis. But in the case of a survey, any one or more of
the following ways can collect data:

I. By observation:
This method implies the collection of information by way of investigators own observation, without
interviewing the respondents. The information obtained relates to what is currently happening and is
not complicated by either the past behavior or future intentions or attitudes of respondents. This
method is no doubt an expensive method and the information provided by this method is also very
limited. As such this method is not suitable in inquiries where large samples are concerned.

II. Through personal interview:

The investigator follows a rigid procedure and seeks answers to a set of pre-conceived questions
through personal interviews. This method of collecting date is usually carried out in a structured way
where output depends upon the ability of the interviewer to a large extent.

III. Through telephone interviews:

This method of collecting informations involves contacting the respondents on telephone itself. This
is not a very widely used method but it plays an important role in industrial surveys in developed
regions , particularly, when the survey has to be accomplished in a very limited time.

IV. Questionnaires:
The researcher and the respondent do come in contact with each other if this method of survey is
adopted. Questionnaires are mailed to the respondents with a request to return after complaining the
same. It is the most extensively used method in various economic and business surveys. Before
applying this method, usually a pilot study for testing the questionnaire is conduced which reveals the
weaknesses, if any, of the questionnaire, Questionnaire to be used must be prepared very carefully so
that it may prove to be effective in collecting the relevant information.

V. Through schedules:

Under this method the enumerators are appointed and given training. They are provided with
schedules containing relevant questions. These enumerators go to respondents with these schedules.
Data are collected by filling up the schedules by enumerators on the basis of replies given by
respondents. Much depends upon the capability of enumerators so fare as this method is concerned.
Some occasional field checks on the work of the enumerators may ensure sincere work.
The researcher should select one of these methods of collecting the
data taking into consideration the nature of investigation, objective and scope of the inquiry,
financial resources, available time and the desired degree of accuracy. Though he should pay
attention to al l these factors but much depends upon the ability and experience of the researcher.
IN this context Dr. A.L Bowley very aptly remarks that in collection of statistical data
commonsense it ht chief requisite and experience the chief teacher .
In this project primary data is collected through questionnaire.

INSTRUMENT FOR DATA COLLECTIONPrimary data- questionnaire

Questionnaire consists of a set of questions presented to respondents. Because of its flexibility, it is by far
the most common instrument used to collect primary data.
Secondary data Books, reports,journals,google etc.

LIMITATION

1) Converting service quality scale with respect to Indian scenario.

2) Testing reliability and validity for all the variables included in the study.
3) Secondary data taken from websites and documents, which may not be correct or
manipulated/distorted by someone.
4) Every respondent dont have uniform interest during answering of questionnaire

CHAPTER 3
RESULT
AND
INTERPRETATION

RESULT AND INTERPRETATION

1. Reliance fresh has modern looking equipment.

Strongly agree

Agree

28

Neither agree nor disagree

Disagree

Strongly disagree

14%

10%

STRONGLY DIS AGREE

AGREE

12%
NEITHER AGREE NOR
DISAGREE
DISAGREE

8%
56%

STRONGLY AGREE

INTERPRETATION:In todays world of globalization where competition is growing at an appreciable pace, it

is required that any store should have modern looking equipment to differentiate itself
with other stores and face the competition. In reliance fresh 70% of customers are agreed
with the modern looking equipment into the reliance fresh.

2. Reliance fresh physical facilities are visually appealing.

Strongly agree

10

Agree

26

Neither agree nor disagree

Disagree

Strongly disagree

2%
20%
SD
12%

52%

A
NAND
D
SA

14%

INTERPRETATION:

It is essential that the physical facilities of any store should be visually appealing because
it is the symbol of good store. The physical facilities attract the customers towards store. It
is found that in reliance fresh 72%customers are agreed with the physical facilities of
reliance fresh.

3. Materials associated with the store service such as (shopping Bags) are visually
appealing at reliance fresh.
Strongly agree

Agree

15

Neither agree nor disagree

16

Disagree

14

Strongly disagree

4%
28%

6%

30%

SA
A
NAND
D
SA

32%

INTERPRETATION:
The type of materials, which are associated with the store itself, utter that how the store is
and what is the quality of service delivered by the store. Materials such as shopping bags,
trollies associated with any store makes the customers more cool and convenient for doing
shopping. The materials associated with store should be visually appealing. In reliance
fresh 34% of the customers are agreed with the materials associated with reliance fresh.
4. Whether the store layout makes it easier for the customer to find what they need.
Strongly agree

Agree

30

Neither agree nor disagree

Disagree

Strongly disagree

14%

4%

18%

60%

4%

SD
A
NAND
D
SA

INTERPRETATION:Store should be designed in such a way that the customer find themselves easy to search
the item they need. The layout of the store should make the shopping convenient for the
customer.
In reliance fresh 74% of the customers are agreed with the store layout.

5. Customers can move freely around.

Strongly agree

Agree

29

Neither agree nor disagree

Disagree

Strongly disagree

14%

6%

10%

12%
58%

INTERPRETATION:-

SD
A
NAND
D
SA

Any of the stores must not be bonded. The restrictions of moving freely in any of the
stores should not be there because if the customers will not move freely in the store how
could they select the product, which they desire. In reliance fresh 72% customers believes
that they can move freely in the store.
6. Store keeps the promise of low price claims.

Strongly agree

Agree

27

Neither agree nor disagree

Disagree

Strongly disagree

14%

4%

18%
54%
10%

INTERPRETATION:-

SD
A
NAND
D
SA

Many time just to attract the customer store keeps the promise of low price claims but
they do not rely on their on their sayings. In reliance fresh 68% customers believe that
reliance fresh stores keep its promise of low price claims.

7. Store has merchandise available when customer needs.

Strongly agree

Agree

23

Neither agree nor disagree

19

Disagree

Strongly disagree

4%
10%

2%

46%
38%

SD
A
NAND
D
SA

I
NTERPRETATION:Any of good stores must always have inventory management.

They must always be in equilibrium with the merchandise availability when customer
needs them.50% customers in reliance fresh believes that merchandise availability is
appropriate.

8. Store insists on error free sales transaction and records.

Strongly agree

Agree

33

Neither agree nor disagree

Disagree

Strongly disagree

8% 2%
16%

8%
66%

SD
A
NAND
D
SD

I
INTERPRETATION:`Employees in the stores must be knowledgeable enough to manage error free sales and
transactions record. If error committed by the employees of the store this will give a

negative effect on customers and thus they may switch on to their competitors for
shopping. In reliance fresh 74% customers believes that store provides service with error
free transactions and records.
9. Employees in the store have the knowledge to answer the questions.
Strongly agree

Agree

37

Neither agree nor

disagree

Disagree

Strongly disagree

2
8%

4%

6%
8%
SD
A
NAND
D
SA

74%

INTERPRETATION:When the customers enter the store He/she may have ambiguities. He may confuse to
choose the product, price of product or any other issue. In such situation employees must
have enough knowledge to respond the customers. In reliance fresh 82% customers
believe that the employees present in reliance fresh are knowledgeable enough to answer
the questions.

10. The behavior of the employees instills confidence in the customer.

Strongly agree

Agree

24

Neither agree nor disagree

18

Disagree

Strongly disagree

4%

36%

8%

4%

48%

SD
A
NAND
D
SA

INTERPRETATION:The profit of any store depends directly on its customers. They should be highly satisfied
with the services provided by the store, for these employees present in the store must
instill the confidence in the customers. They should feel confident. In reliance fresh 56%
customers are instilled with confidence by the behavior of employees.

11. Employees in reliance fresh store are consistently courteous to you.

Strongly agree

Agree

18

Neither agree nor disagree

16

Disagree

14

Strongly disagree

2%

2%

28%
36%

SD
A
NAND
D
SA

32%

INTERPRETATION:Courtesy is the key to attract the peoples towards you. If you are courteous in your tone,
you will directly influence people and they believe what you say. Thus employees in the
store should be courteous enough. In reliance fresh 38% of the customers are satisfied
with the courteous nature of the employees.

12. Store willing to handle returns and exchange.

Strongly agree

Agree

Neither agree nor disagree

19

Disagree

25

Strongly disagree

4% 4% 4%

50%

38%

SD
A
NAND
D
SA

INTERPRETATION:Many stores handle returns and exchange but this does not happen everywhere. It is the
responsibility of the customers that while purchasing they should analyze think and
purchase any of the merchandise. In reliance fresh 54% believe that stores do not handle
returns and exchange

13.

Employees in store are never too busy to respond customers request.

Strongly agree

Agree

16

Neither agree nor disagree

14

Disagree

12

Strongly disagree

10%

24%

32%

28%

INTERPRETATION:-

6%
SD
A
NAND
D
SA

Customers are the assets for stores profit. If they are not satisfied then the store is demean.
It has no importance. For this they should properly respond whenever they request. No rude
response should be given. In reliance fresh 42% customers are satisfied with the response
given to them on their request.
14. The Store provides quality merchandise.
Strongly agree

Agree

35

Neither agree nor disagree

Disagree

Strongly disagree

4%

6%

4%

SD
A
NAND

16%

D
SA
70%

INTERPRETATION: Quality is the eye of the beholder .yet, we all recognize it when we see itQuality is
when you are so satisfied with product or service that you go out of your way to

recommend it to other people. Every customer searches the quality merchandise in the
store. In reliance fresh 76% customers believe that store provides them quality
merchandise.
15. Store accepts major credit card.
Strongly agree

13

Agree

21

Neither agree nor disagree

Disagree

Strongly disagree

2%
26%

SD

42%

A
NAND
D
SA

14%

16%

INTERPRETATION:Credit card makes the shopping easier for the customers. Credit cards are the symbol of
best store. If the store is good it will have credit card policy . In reliance fresh
68%customers believes that store accepts major credit card.

CHAPTER 4
FINDINGS

FINDING
40% were strongly agree while 30% were agree and only 05% were neither agree nor
disagree and 15% respondent were disagree and 10% were strongly disagree with the
statement that Vishal Mega Mart has modern looking equipment
50% were strongly agree while 25% were agree and only 10% were neither agree nor
disagree and 10% respondent were disagree and 05% were strongly disagree with the
statement that vishal mega mart physical facilities are visually appealing
35% were strongly agree while 27% were agree and only 13% were neither agree nor
disagree and 10% respondent were disagree and 15% were strongly disagree with the
statement that Materials associated with the store service such as (shopping Bags) are
visually appealing at Vishal Mega Mart
17% respondent were disagree and 20% were strongly disagree with the statement that the
store layout makes it easier for the customer to find what they need
15% respondent were disagree and 06% were strongly disagree with the statement that
Employees in the store have the knowledge to answer the questions
17% were strongly agree while 41% were agree and only 15% were neither agree nor
disagree and 17% respondent were disagree and 10% were strongly disagree with the
statement that The behavior of the employees instills confidence in the customer
26% were strongly agree while 39% were agree and only 17% were neither agree nor
disagree and 10% respondent were disagree and 08% were strongly disagree with the
statement that Employees in Vishal Mega Mart store are consistently courteous to you

18% were strongly agree while 44% were agree and only 18% were neither agree nor
disagree and 13% respondent were disagree and 07% were strongly disagree with the
statement that Store willing to handle returns and exchange

42% were agree and only 21% were neither agree nor disagree and 11% respondent were
disagree and 08% were strongly disagree with the statement that Employees in store are
never too busy to respond customers request.
27% were strongly agree while 37% were agree and only 26% were neither agree nor
disagree and 06% respondent were disagree and 04% were strongly disagree with the
statement that The Store provides quality merchandise

CHAPTER 5
CONCLUSION

CONCLUSION
The project was very satisfying experience for me, not only practically and academically
but it also helped me in developing my communication skill and enriched my knowledge
also.
In short, it can be concluded that RELIANCE FRESH is a store, owned by Mr. Mukesh
Ambani provides quality services to the customers and customers are highly satisfied.

CHAPTER 6
RECOMMENDATIONS
&
SUGGESTIONS

RECOMMENDATIONS FOR IMPROVING SERVICE QUALITY

Pioneers in conducting academic service research, Berry, Paraguayan, and Zenithal offer
10 lessons that they maintain are essential for improving service quality across service
industries.
1). Listening Understand what customers really want through continuous learning about
the expectations and perceptions of customers and no customers (for instance, by means
of a service-quality information system).
2). Reliability Reliability is the single most important dimension of service quality and
must be a services priority.
3). Basic service Service companies must deliver the basics and do what they are
supposed to do keep promises, use common sense, listen to customers, keep customers
informed, and be determined to deliver value to customers.
4). Service design Develop a holistic view of the service while managing its many
details.
5). Recovery To satisfy customers who encounter a service problem, service companies
should encourage customers to complain (and make it easy for them to do so) respond
quickly and personally and develop a problem-resolution
6). Surprising Customers Although reliability is the most important in meeting
customers service expectations, process dimensions such as assurance responsiveness,
and empathy are most important in exceeding customer expectations for example by
surprising them with uncommon swiftness, grace, courtesy competence, commitment and
understanding

7). Fair Play Service companies must make special efforts to be fair and to demonstrate
fairness, to customers and by improving

8). Teamwork Teamwork is what enables large organizations to deliver service with
with care and attentiveness by improving employee motivation and capabilities
9). Employee Research marketers should conduct research with employee to reveal why
services problems occur and what companies must do to solve problems
10). Servant Leadership Quality services comes from inspired leadership throughout the
origination from excellent service system design; from the effective use of information
and technocrat and tech-force called corporate culture.

SUGGESTIONS

After completion of project on service quality delivery of reliance fresh. I would like to
give suggestions so that the company can meet the customer satisfaction and provide them
service quality by taking following measures-

1. Providing hygienic products.

2. Various schemes should be made.
3. Fresh vegetables should be sold.
4. Management should be polite and courteous.
5. Product should be weighed properly.
6. Accepting credit cards.
7. Selling of expired product should be avoided.

10 Golden Rules

1. Believe customers possess good ideas

2. Gather customer feedback at every opportunity
3. Focus on continual improvement start with top 10 issues bugging your customers
4. Solicit good and bad feedback
5. Seek real time feedback
6. Dont spend vast sums of money
7. Make it easy for customers to provide feedback
8. Leverage technology to aid efforts
9. Share feedback throughout the company
10.Use feedback to make quick changes

BIBLIOGRAPHY
1. MARKETING MANAGEMENT:-PHILIP KOTLER
13th edition a south Asian perspective
2. PRODUCTION AND OPERATION MANAGEMENT
3. RESEARCH METHODOLOGY:-C.R. KOTHARI
4. JOURNAL OF MARKETING (Fall 1985)
4. www.google.com
5. www.wikipedia.com

:-KANISHKA BEDI

QUESTIONNAIRE
Q.01 Reliance fresh has modern looking equipment.
1). Strongly Agree
disagree

2) agree 3) Neither agree nor disagree 4). Disagree 5) strongly

Q.02 Reliance fresh physical facilities are visually appealing.

1). Strongly Agree
disagree

2) agree

3) Neither agree nor disagree

4). Disagree 5) Strongly

Q.03 Materials associated with the store service such as (shopping Bags) are visually
appealing at reliance fresh.
1). Strongly Agree 2) agree 3) Neither agree nor disagree 4). Disagree
disagree

5) Strongly

Q. 04 whether the store layout makes it easier for the customer to find what they need.
1). Strongly Agree 2) agree 3) Neither agree nor disagree 4). Disagree
disagree

5) Strongly

Q. 05 Customers can move freely around.

1). Strongly Agree 2) agree 3) Neither agree nor disagree 4). Disagree
disagree

5) Strongly

Q.06 Store keeps the promise of low price claims.

1). Strongly Agree
Strongly disagree

2) agree 3) Neither agree nor disagree

4). Disagree 5)

Q.07 Store has merchandise available when customer needs.

1). Strongly Agree
disagree

2) agree 3) Neither agree nor disagree 4). Disagree 5) Strongly

Q.08 Store insists on error free sales transaction and records .

1). Strongly Agree 2) agree
strongly disagree

3) Neither agree nor disagree

4). Disagree

5)

Q.09 Employees in the store have the knowledge to answer the questions.
1). Strongly Agree 2) agree 3) Neither agree nor disagree 4) Disagree
disagree

5) Strongly

Q.10 The behavior of the employees instills confidence in the customer.

1). Strongly Agree 2) agree 3) Neither agree nor disagree 4). Disagree
disagree

5) Strongly

Q.11 Employees in reliance fresh store are consistently courteous to you.

1). Strongly Agree 2) agree
disagree

3) Neither agree nor disagree 4). Disagree 5) Strongly

Q.12 Store willing to handle returns and exchange.

1). Strongly Agree 2) agree 3) Neither agree nor disagree 4). Disagree
disagree

5) Strongly

Q.13 Employees in store are never too busy to respond customers request.
1). Strongly Agree 2) agree 3) Neither agree nor disagree
disagree

4). Disagree 5) Strongly

Q.14 The Store provides quality merchandise. .

1). Strongly Agree 2) agree
disagree

3) Neither agree nor disagree 4). Disagree 5) Strongly

Q.15 Store accepts major credit card. .

1). Strongly Agree
Strongly disagree

2) agree 3) Neither agree nor disagree 4). Disagree

5)

1 .

RECOMMENDATION
AND
SUGGESTIONS