A STUDY ON EFFECTIVENESS QUALITY OF SERVICE TOWARDS

COMMITMENT OF SUPPLIERS WITH REFERENCE TO INDIAMART

CHAPTER 1
INTRODUCTION TO THE CONCEPT OF STUDY
In today’s finicky market, customers will settle for nothing less. The
customer has come to realize somewhat belatedly that he is the king. The customer’s choice
of one entity over another as his principal bank is determined by considerations of service
quality rather than any other factor.
The subject of service quality has aroused considerable recent interest
among business people and academics. Of course, buyers have always been concerned with
quality, but the increasing competitive market for many services has led consumers to
become more selective in the services they choose. Conceptualizing the quality for services is
more complex than for goods. Because of the absence of tangible manifestations, measuring
service quality can be difficult but there are possible research approaches. Comprehensive
models of service quality and there limitations can be studied. Understanding just what
dimensions of quality are of importance to customers is not always easy in their evaluation
process. It is not sufficient for companies to set quality standards in accordance with
misguided assumptions of customers’ expectations. A further problem in defining service
quality lies in the importance which customers often attach to the quality if the service
provider is distinct from its service offers – the two cannot be separated as readily as in the
case of goods. Finally, issues relating to the setting of quality standards and implementation
of quality management should be studied.
Service quality is a focused evaluation that reflects the customer's
perception of specific dimensions of service: reliability, responsiveness, assurance, Empathy,
tangibles. Satisfaction, on other hand, is more inclusive: it is influenced by perceptions of
service quality, product quality, and price as well as situational factors and personal factors
Service quality affects customer satisfaction by providing performance (real benefits). For
example, if consumers believe they have entered the McDonald's restaurant, they will get
food, service, high quality everywhere the same, no matter the location of the restaurant, put
forward The creation of customer satisfaction can provide several benefits, including the
relationship between companies and consumers are harmonious, providing a good basis for
the purchase and re-creation of customer loyalty, and form a recommendation by word of
mouth that can benefit the company
Theoretical background
Quality of service is a broad term that is used in both customer care evaluations and in
technological evaluations. In both applications, the quality of service has to go with
measuring the incidence of errors within a process that result in the creation of issues for an
end user. The goal of any quality of service evaluation is to minimize the incidence of
transmission issues and the error rates that may result.
In terms of customer care, quality of service is often measured in terms of issues that
have a direct impact on the experience of the customer. From this perspective, only issues
that produce a negative effect on the goods and services received by the customer come under
scrutiny. Many companies go to great lengths to generate a low percentage of customer-
effecting errors as possible. In general, corporations in many industries seek to have a 2% or
less error rate as part of their overall customer care strategy.
Evaluating the quality of service in this manner does not mean companies do not
address the internal problems that are yet to create an impact on the customers. Corporations
often evaluate each step of the manufacturing and delivery process in hopes of finding ways
to streamline operations to minimize costs and still deliver products to customers in a timely
manner. From this perspective, companies seek to eliminate issues before they have a chance
to lead to customer-effecting situations.
In terms of technology, the quality of service usually has to do with the efficient
operation of various systems. The idea of this service quality approach is to identify any
potential issues of data transmission throughout the process in question. This can lead to
adjusting procedures or adapting software programs and codes to achieve the desired effect
while making a more efficient use of available resources.
Perception is the process by which individuals select, organize and interpret stimuli
into a meaningful and coherent picture of the world. Selecting, organizing and interpreting
information in a way to produce a meaningful experience of the world is called perception.
There are three different perceptual processes which are selective attention, selective
distortion and selective retention.
In case of selective attention, marketers try to attract the customer attention. Whereas,
in case of selective distortion, customers try to interpret the information in a way that will
support what the customers already believe. Similarly, in case of selective retention,
marketers try to retain information that supports their beliefs.
Customer possesses specific belief and attitude towards various products. Since such
beliefs and attitudes make up brand image and affect consumer buying behaviour therefore
marketers are interested in them. Marketers can change the beliefs and attitudes of customers
by launching special campaigns in this regard.
Perception has strategy implications for marketers because consumers make decisions
based on what they perceive rather than on the basis of objective reality. Consumers’
selections of stimuli from the environment are based on the interaction of their expectations
and motives with the stimulus itself. As individuals have perceived images of themselves,
they also have perceived images of products and brands.
The perceived image of a product or service is probably more important to its ultimate
success than are its actual physical characteristics. Products and Services that are perceived
distinctly and favourably have a much better chance of being purchased than products or
services with unclear or unfavourable images.
Service Marketers face several unique problems in positioning and promoting their
offerings because services are intangible, inherently variable, and perishable and are
simultaneously produced and consumed. Regardless of how well the product or service
appears to be positioned, the marketer may be forced to reposition it in response to market
events, such as a new competitor, new strategies of existing competitors, changing market
dynamics, changing consumer preferences.
The quality of a product or services is judged on the basis of a variety of informational
clues; intrinsic or extrinsic. Intrinsic will be things like size, colour, flavour, aroma,
packaging, look and feel. Extrinsic clues will include store image, price, brand image, service
environment etc.
CONCEPTUAL FRAMEWORK
SERVICE QUALITY DIMENSIONS
Service quality is a perception of the customer. Customers, however, form opinions
about service quality not just from a single reference but from a host of contributing factors.
Service marketers need to understand all the dimensions used by customers to evaluate
service quality.

In a further refinement of their earlier factor identification, Parasuram, Zeithaml and

Berry have identified the following five dimensions of service quality as crucial.
Reliability

This dimension is shown to have the highest influence on the customer perception of
quality. It is the ability to perform the promised service dependably and accurately. The
reliability dimension, which ensures timely delivery time after time, helps the service
provider to meet the customer expectations fully at the lowest level of service expectation.

Responsiveness
It is the willingness of the service firm’s staff to help customers and to provide them
with prompt service. The customers may have queries, special requests, complaints, etc. In
fact, each customer may have problems of his or her own. While the front-end employee may
have been trained or equipped to deliver standardized services, the customers want them to
go beyond this limit. It is the willingness to help the customer or willingness to go that extra
distance that is responsiveness.
The second aspect of responsiveness is speedy response to a customer request. When
response is delayed customers usually loses interest.

Assurance
It defined as the ability of the company to inspire trust and confidence in the service
delivery. It refers to knowledge and courtesy of the service firm’s employees and their ability
to inspire trust and confidence in the customer toward the company. This dimension is
considered vital for services that involve high risk as customers may not be able to evaluate
all the uncertainties involved in the process by them.
When prospective customers hear from them about the company and its satisfactory
delivery, they feel assured and develop a more positive attitude towards the company.
Empathy
It refers to the caring, individualized attention the service firm provides each
customer. When service provider puts himself in the shoes of the customers, he may see the
customer’s viewpoint better. When customers feel that the provider is making his best effort
to see their viewpoint, it may be good enough for most.

Tangibles
It refers to physical facilities, equipment, and appearance of a service firm’s
employees. The job of the tangible and physical evidence of a service is multifunctional.
Tangibles provide the customer proof of the quality of service.

Measuring Service Quality

When evaluating service quality, consumers examine five dimensions: tangibles,

reliability, responsiveness, assurance and empathy. Researcher use SERVQUAL to Measure
Service Quality. The SERVQUAL instrument was based on the premise that service quality
is the difference between customers’ expectations and their evaluation of the service they
received. Gap Theory is the method for calculating service quality that involves subtracting a
customer’s perceived level of service received from what was expected.

SERVQUAL uses 21 questions to measure the five dimensions of tangibles,

reliability, responsiveness, assurance and empathy. Through SERVQUAL, firms can measure
customers’ evaluations of their service performance. For example, if customers consistently
give firm low scores for one dimension, such as reliability, then the firm’s management can
take steps to improve that particular dimension of their service offering.
1.1.2 NEED OF THE STUDY
The study is about analyzing the quality of service in Indiamart. And based on the
research the need of the study is to analyse the quality after selling their product in the market
and making the clients satisfied about the product and service rendered by the company.

1.2 ABOUT THE INDUSTRY

In 2006, BSG estimates that the combined revenues from business-to-business events,
publishing and online services were approximately US$155 million with publishing
accounting for US$58 million, exhibitions US$87 million and online accounting for US$10
million.Of the US$58 million generated from B2B publishing, approximately US$29 million
was generated from general business magazines. Advertising dollars in India remain heavily
focused on TV (41%) and general print (49%). Total advertising expenditures were estimated
to be US$3.7 billion in 2006.
India has 300 daily newspapers and despite a highly competitive environment, overall
circulation increased 13% last year. The Economic Times continues to be the number one
business newspaper by wide margin, while Business World is the top business magazine in
India. In 2006, there was a steady flow of newly launched business titles. According to the
Indian Media Observer, 42 new magazines and newspapers were launched in the first seven
months of 2006. The majority of those titles were non-English publications.
In the last year, a number of foreign publishers either expanded operations or
launched new operations altogether. The Wall Street Journal formed a joint venture with the
Hindustan Times. Reed Business Information teamed up with Infomedia India. Independent
News and Media announced a joint venture with Jagran Prakashan Limited. Media-focused
private equity deals expanded rapidly in 2006. Overall private equity investment in India
tripled in 2006 reaching US$7.46 billion - up from US$2.26 billion the year before. One of
the larger deals was Blackstone's US$275 million investment in Hyderabad-based print and
media firm, Ushodaya Enterprises.
The events business in India continues to be constrained largely by its relatively
limited infrastructure. Although, in the past two years, two new exhibition centres have
opened - the first phase of the new Bangalore International Exhibition Centre in 2006 and
India Expo Centre Expo XXI in 2005. As a result, the gross indoor space available increased
by 19% rising from 213,000m2 to 253,000m2.BSG research shows that just over 380,000 m2
of net space was sold in 2005 in India making the market around 9% the size of China's. The
Indian exhibition industry was worth around $64 million in terms of revenues earned by
organizers.

B2B online businesses in India generated an estimated US$10 million in revenues in

2006. This figure is very small when compared with other markets and considering the
potential size of the Indian market. CyberMedia, a key player in this small market, earned just
US$1.1 million from their online operations which was just over 6% of revenues.
BSG maintains a ranking of the top 50 B2B websites in Asia using data from
Alexa.com. Only five of the top fifty are Indian-based businesses. They are Indiamart.com,
TradeIndia.com, Ciol.com, Go4worldbusiness.com and Indianexporters.com. Four of those
five are supplier sourcing websites. The fifth, Ciol.com, is an information portal for IT
professionals.
B2B directories come as a blessing to the small and medium enterprises as they aid
these sectors with a golden opportunity to showcase their products in the international
market. Both the exporters and the export industry in India have thrived and succeeded due to
the contribution of the small and medium enterprises. The B2B directories, which consist of
lists of industries, exert substantial influence on the Indian export sector.
1.3 COMPANY PROFILE
IndiaMART.com is India's largest online B2B marketplace for Small & Medium Size
Businesses, connecting global buyers with suppliers. The company offers a platform & tools
to over 1.2 million suppliers to generate business leads from over 6.5 million buyers, who use
the platform to find reliable & competitive suppliers. The company has over 3500 employees
located across 60+ offices in the country. Its existing investors include Intel Capital and
Bennett, Coleman & Co. Ltd.
IndiaMART.com offers products that enable small & medium size businesses
generate business leads (online catalogs/store-fronts), establish their credibility (third party
verified trust profile) and use business information (finance, news, trade shows, tenders) for
their business promotion.
IndiaMART.com has won numerous awards and significant nominations over the years,
which include coveted Red Herring Award and Emerging India Award respectively among
others. The company has also been widely covered by media for its pioneering role in
promoting SME business in the country.
FACTS OF THE COMPANY
2001-02
 IndiaMART.com, India's first online B2B directory, launched
 Successfully introduces free listing & free-query forwarding concept to familiarize
Indian SMEs with benefits of Internet for business promotion
 Accomplishes India's first e-commerce project for Nirula's (http://nirulas.com)
 Achieves break-even within 6 months of the launch

2002-03
 Successfully crosses 100 clients mark
 Initiates franchisee network program

2003-04
 Launches Handicraft, Apparel & Finance channels
 Increases workforce to 40
 B2B marketplace network surges to 1 million page views/month mark

2004-2005
 Accomplishes 'Bharat On Line' - MTNL's online portal project
  Launches auto industry channel
 Opens branch office in financial hub of India - Mumbai
 Crosses Rs 1 crore revenue mark

2006-07
 Touches 5 million page views/month
 Crosses 1000 clients mark
 Registers 100,000 business queries/month
 Accomplishes prestigious online projects for HHEC, Jindal Organization, ModiCorp
 Wins Britannica (BIG) Award for Travel.IndiaMART.com
 Profits increased by 128% over last year
 Company becoming limited, from InterMESH Systems, to IndiaMART InterMESH
Limited

2007-08
 Business World magazine declares IndiaMART.com as "the only profitable Indian
Dotcom, with positive cash flows" [Cover Story: 14 May 2001 issue]
 Adds exclusive services to its portfolio - Electronic Trade Offers & Request for
Quotation / Request for Proposal
 CNBC India recognizes IndiaMART.com as one of the only profitable dotcoms in
India based on report by McKinsey

2008-09
 Moves operations to state-of-the-art NOIDA development center
 Launches Exim.IndiaMART.com
 Crosses 200,000 business queries mark with 12 million page views

2009-10
 Launches TrustSEAL to bridge the trust gap in B2B trade
 Crosses 3000 clients mark
 Touches 26 million page views per month, generating more than 300,000 business
queries

2010-11
 Becomes first ISO 9001:2000 company in its domain
  Surpasses 8000 clients mark

2011-12
 IndiaMART.com completed ten successful years (1996-2012)
 Crossed 10,000 clients mark
 Launches MDC, a four-page online catalog for clients
 Implements corporate-wide WEBERP
 Acquires new office at B-6, Sec 8, NOIDA

2012-13
 BCCL (Times of India Group) makes strategic investment in IndiaMART.com
 Launches new Templated Product Catalogs

2013-14
 Launches IndiaMART Sourcing Guide
 Commences International Trade Fair Participation initiative
 Wins 'Amity Corporate Excellence Award 2008'
 Wins 'Shiromani Yojana Puraskar' award
 5,00,000 members registered on IndiaMART.com

2014-15
 Intel Capital makes strategic investment in IndiaMART.com
 Wins 'Emerging India Award 2008' as a second runner-up
 Wins 'Red Herring 100 Asia 2008' award
 Launches Video Profiles for "Leading Suppliers"
 IndiaMART.com footprints cover over 100 towns in India
 Participates in more than 100 international & 200 domestic trade shows

2016-17
 IAMAI declares IndiaMART.com as India's largest online B2B marketplace
 Mr. Deep Kalra (Founder & CEO of Makemytrip.com) & Dr. Nachiket Mor
(President, ICICI Foundation) join IndiaMART.com Board of Directors
 More than 300,000 products listed on IndiaMART.com

2017-18
  Takes a giant leap in SME space & launches 'IndiaMART Leaders of Tomorrow
Awards'
 IndiaMART.com member base surges to 1 million suppliers
 Celebrates 14 years of grand success
 Launches FREE tenders service - a first in India
 Being a socially responsible corporate, associates with "Meri Dilli Meri Yamuna"
campaign
 The SmartTechie ranks IndiaMART.com among India's '25 Most Promising Internet
Cos.'

2018-19
 Completes 15 years of empowering SMEs' growth & success
 Successfully completes 2nd edition of 'Indiamart leaders of Tomorrow Awards'
launched in 2010
 Launches 'Emerging Business Forum' for SMEs

CORE VALUES
They firmly believe that core values keep organizations stable and focused to the common
goal. Their core values have helped us achieve our mission to bring measurable benefits to
our customers.
Responsible
Being responsible, not just for quality work but for continuous self-development, for our
decisions and for our actions. This helps us think rationally and makes us accountable to
ourselves, our commitment to customers and to our colleagues.
Passion
Work at IndiaMART.com involves constant innovation and creativity. It involves a
continuous thought process to get tangible benefits to our customers, taking into account the
uniqueness of their purpose. Passionate people with a determination to make the difference
are the ones who make this possible.

Team Work
"Together we can achieve the impossible" is our belief. Our success is a result of our team
work. Experts from the field of management, marketing, IT, arts, content & various other
disciplines work as a team on every project, every endeavour. Dedication, passion and
teamwork are the true means to our mission fulfillment.
Integrity
We realize the importance of the job & information we handle. We understand the
responsibility that each member of our team has to shoulder and we do that with highest
levels of trust, honesty and integrity - of purpose and action.
BOARD MEMBERS
DINESH AGARWAL
Founder & CEO, IndiaMART.com
Dinesh Agarwal is the founder and CEO of IndiaMART.com, India's largest online
B2B marketplace connecting Indian suppliers with domestic and international buyers.
Founded in 1996, Dinesh is credited with leading IndiaMART.com through a decade and a
half with an unblemished record of being profitable from day one - a feat no other online
company in India has been able to emulate. IndiaMART is today arguably one among the
world's top ten B2B marketplaces, as has been corroborated by a host of credible market
surveys. Under Dinesh's dynamic and visionary leadership, IndiaMART today is a 4500
strong talented pool of human resource with pan-India presence covering over 100 cities. It's
stellar credentials, robust business model and Dinesh's commitment towards the MSME
sector has invited prestigious investors like the Times of India Group and Intel Capital into its
fold for further expansion plans. A vigorous advocate of Indian SMEs, he has spearheaded
several path breaking ideas to promote Indian SMEs globally. His contribution to Indian
businesses is widely acknowledged by the media.
Prior to pursuing his entrepreneurial instincts, this Computer Engineer from HBTI,
Kanpur hashoned his technical skills working for industry leaders such as HCL Technologies
(America), Center for Development of Telematics (C-Dot) and CMC Limited before
returning to India. He has an extensive experience spanning over 16 years in the field of
Internet, Networking & Systems Development and Consulting.
BRIJESH AGRAWAL
COO, IndiaMART.com
Brijesh Agrawal is the Chief Operating Officer, IndiaMART.com. Being a part of the core
management team, Brijesh has been the brainchild behind the creation of a plethora of
innovative products of IndiaMART. Since his joining in December 1999, Brijesh has been
providing eclectic strategies appertaining to Sales, Marketing, Operations and Human
Resources. With an paranomic nine years of experience in the B2B world, he has provided
the brainwave to many a professionals who are now playing the leadership roles in their
respective fields. A management graduate from the University of Lucknow and an MBA
from National Institute of Integrated Learning and Management (NIILM), Brijesh started his
career as a Supply Chain Consultant at Miebach Logistics GmbH, Bangalore.

DHRUV PRAKASH
Former Managing Director (India) - Leadership and Talent Consulting, Korn/Ferry
International
Dhruv is a former Managing Director, Leadership & Talent Consulting, at Korn/Ferry
International (India). He has been helping the organizations manage change, coach senior
management, build high performance cultures, restructure and conduct post-merger
integration.
Dhruv has an extensive and versatile industry experience of over 36 years in Management
Consulting, Financial Services, Corporate Finance, Manufacturing, Oil and Gas, Chemicals,
International Trade and Marketing. Prior to joining Korn/Ferry, Dhruv served as a Director
with Helion Ventures guiding investment teams to evaluate potential investee companies
from a people perspective and working with the portfolio companies on their leadership and
talent management strategies and systems. During his expansive career, Dhruv has worked
with several esteemed organizations. He was the CEO and full-time director on the Board of
DCM Financial Services, CFO of DCM Toyota and held several senior positions at Escorts,
HCL and Amar Dye Chem. Dhruv is an MBA from Indian Institute of Management,
Ahmedabad.
PRODUCTS SERVED OF THE COMPANY

Parel & Garments Building & Construction

Food & Beverages
Arts & Crafts Computer
Furniture Manufacturers
Automobile Cosmetics
Gems & Jewelry
Ayurvedic & Herbal Dyes & Chemicals
Products Hand & Machine Tools
Electronics & Electrical
Bicycles & Rickshaws Home & Garden
Fashion Accessories
Home Supplies Rubber & Rubber
Products
Home Textiles &
Furnishings Scientific Instrument &
Supplies
Industrial Supplies
Sporting Goods, Toys &
Leather Products Games

Mechanical Components Telecom Products

Medical Products Textile, Yarn & Fabrics

Metals & Minerals

Musical Instruments

Natural Stones

Office & School Supplies

Packaging Supplies

Paper & Paper Products

Plant & Machinery

Plastic & Plastic Products

Printing & Publishing

Railway, Shipping &

Aviation
 CHAPTER 2
REVIEW OF LITRATURE:
Comm and Dennis (2000)1 said that employee satisfaction is vital because it will
determine the success or failure of what the customer experiences. The SERVQUAL
dimensions were found to have significant negative relationships with an employee’s
overall satisfaction. These findings should enable the manager to identify specific areas
for performance improvement that should have a direct effect on employee satisfaction.
Mohammed Alamgir and Mohammed shamsuddoha(2004)[2] conducted a study on
“service Qulity Dimensions: Conecptual Analysis” And examining various literatures on
service quality dimensions to adapt perfect strategy and policy for service oriented
organizations, especially in the banking sector. It also aspires to identify the relative
importance of service quality dimensions analysis as one of the most important factors
which influence the organization directly. In this paper the researchers also propose a
model of service quality dimensions along with their instruments on the basis of the
earlier research work, which can be followed by Bangladeshi service sectors, especially in
banking to promote true quality service.
G. S. Sureshchandar et.al., (2002)[3]in their empirical research on service quality and
satisfaction has stated that the efficacy of SERVQUAL in measuring service quality has
been criticized by different authors for diverse reasons, such as the operationalization of
expectations, the reliability and validity of the instrument's difference score formulation
and the scale's dimensionality across disparate industrial settings. This paper endeavors to
unearth and unravel such critical constituents of service quality
V. Kumar et.al (2008)[4]in this paper presents the results of an empirical analysis, based
on longitudinal data from a large UK bank on drivers of customer satisfaction. The results
confirm that process management is a critical driver of technical service quality. This
suggests that companies with reliability/dependability issues should not emphasise
customer satisfaction programmes based on SERVQUAL intangibles until substantial

1
Comm, C. L., & Mathaisel, D. F. (2000). Assesssing employee satisfaction in service firms: An example in
higher education. The journal of business and economic studies, 6(1), 43.
2
[] Mohammed Alamgir and Mohammed shamsuddoha(2004) “service Qulity Dimensions: Conecptual
Analysis” SSRN
3
[] G.S. Sureshchandar, ChandrasekharanRajendran, R.N. Anantharaman, (2002) "The relationship
between service quality and customer satisfaction – a factor specific approach", Journal of Services
Marketing, Vol. 16 Iss: 4, pp.363 – 379
4
[] V. Kumar, P.A. Smart, H. Maddern, R.S. Maull, (2008) "Alternative perspectives on service quality and
customer satisfaction: the role of BPM", International Journal of Service Industry Management, Vol. 19 Iss:
2, pp.176 - 187
improvements in process design have been achieved. The paper uses time series data to
identify the importance of BPM in achieving higher levels of customer satisfaction. The
authors provide a platform for further research based on the design of service delivery
systems and their impact on customer satisfaction.

Rita Di Mascio(2004)[5] conducted a study on “The service Models of Forntline

Employess” and examines study finds that three distinct interpretations of customers
interpretations of customer service or service models exist among retail FLEs(1)The act
of giving customers what they ask for efficiency and courteously ;(2)A means to
accomplishing immediate objectives such as sales quotes and; (3)the formation of
mutually beneficial relationship with customers through problem sloving.The findings
indicate that difference in FLEs attitudes behaviors and performance can arise form their
keeping of different services models illuminate individual level beliefe underlying service
typologies such as goods and service–dominant logic and suggest that FLE recruitment
and training should take service models into account
Spiros Gounaris (2005) [6] validate an empirically derived measure for assessing perceived
service quality in the business-to-business (b2b) context. In doing so, the SERVQUAL
scale is evaluated against the alternative measure. He found that SERVQUAL appears to
suffer from significant methodological problems when applied to b2b services. This
comes hardly as a surprise since the instrument has been developed using consumer
markets as a frame of reference.
Sungjoon Nam et.al…(2006)[7] conducted a study on “The Effects of Service Quality and
Word of Mouth on Customer Acquisition, Retention and Usage” the examined existence
of the direct and indirect (viaword-of-mouth) effects of service quality on new customer
acquisition, usage and retention using behavioral data from the launch of a new video on
demand type service. For this technology, service quality –the quality of the signal
determining the number of movies available for viewing – is exogenously determined and
objectively measured. This paper contributes to the service marketing and social

5
[] Rita Di Mascio(2004 “The service Models of Forntline Employess”, Journal of Marketing vol
74(July2010).pp 63 to 79
6
[] Spiros Gounaris (2005) “Measuring service quality in b2b services: an evaluation of the SERVQUAL scale
vis-a`-vis the INDSERV scale” Journal of Services Marketing 19/6 (2005) 421–435
7
[] Sungjoon Nam Puneet Manchanda Pradeep K. Chintagunta(2006) “The Effects of Service Quality and
Word of Mouth on Customer Acquisition, Retention and Usage” March 2007
networking literature by showing the existence and quantifying the effect of the direct and
indirect effects of service quality on new customer acquisition, usage and termination
using behavioral data. use a unique dataset describing the launch of a new high-tech,
entertainment product (a video on demand type service). For this technology, service 27
quality is exogenously determined and objectively measured. This information, coupled
with location and neighborhood information for each subscriber allows us tomeasure both
the direct and indirect effects of service quality.
R. Saravanan et.al., (2007)[8]in their study examined that Total Quality Management is an
integrated approach to management that continuously improves the quality of products
and services to achieve customer satisfaction. Even though researchers throughout the
world have developed various models to measure service quality.

BudiartoSubroto and Freddy Seven Putra (2008)9,in the article entitled, ‘The Influence of
Retailing Mix and Service Quality towards Customer Satisfaction and Their impact to
Behavioral Intentions’ highlighted that besides service quality which can influence
customer satisfaction, there are some other basic things to build a success in retail
business, especially in hypermarket and one of them is by understanding more deeply the
concept of retailing mix. Findings of this study pointed out that most customers had the
perception in regards to the overall retailing mix, and it could be considered well
implemented such as strategic location, having various products, high established
standard, setting up the price that was suitable with product quality and the advertisement
which gave benefit to the customer.
Chun-hua Hsiao and Hsiu-Hui Chang (2008)10 in the article entitled, ‘Relationships
among Customer Orientation, Buyer-Seller Relationship and outcome behavior
intentions: a Case Study of Shopping Mall in Taiwan’ said that it is widely acknowledged
that successful organizations need to have a customer-oriented business culture. In fact,
during the four decades since the introduction of the marketing concept, customer
orientation has been identified as cornerstone of the theory and practice of marketing and
8
[] R. Saravanana; K. S. P. Raoa(2007), Measurement of Service Quality from the Customer's Perspective -
An Empirical Study, Total Quality Management & Business Excellence, Volume 18, Issue 3 & 4 May 2007 ,
pages 435 – 449.
9
SubrotoBudiarto and Putra Seven Freddy. (2008), “The Influence of Retailing Mix and Service Quality
towards Customer Satisfaction and Their Impact to Behavioral Intentions”. Journal of Service Research
Vol.8, Pp. 232-240.
10
Hsiao Chun-hua, Chang Hsiu-Hui, (2008),“Relationships among Customer Orientation, Buyer-Seller
Relationship and outcome behavior intentions: a Case Study of Shopping Mall in Taiwan”. Journal of
Marketing vol. 72, Pp53-70.
management. This study examined the relationship among customer orientation, buyer-
seller relationship, and behavior intentions. Research data was collected in a survey of
216 consumers from a suburban shopping mall in northern Taiwan. With structural-
equation analysis, the results demonstrated that customer orientation had direct positive
effect on seller-buyer relationship and customer satisfaction, while direct effect on
repurchase intention was not supported in this study. Furthermore, there was no empirical
evidence of any positive relationship among sales orientation and the above variables.
Alisa Nilawan (2008)11, In her study entitled, ‘Customer’ Satisfaction with Metro Mall at
Sukhumvit Subway Station’ examined the customers’ satisfaction with Metro Mall at
Sukhumvit station and explored the level of customers’ satisfaction toward the existing
services of Metro Mall at Sukhumvit station. The finding of the study revealed that the
customers considered food and beverage shops, reasonable price compared with the
product quality, modern decoration and location of mall, word of mouth and discount
coupon available and prompt and attentive services of salespersons were the main factors
influence customers on visiting Metro Mall at Sukhumvit station. The findings also
showed that the overall customers’ satisfaction level toward the existence service and
performance of Metro Mall was at satisfied level, especially in term of standard quality of
products, interior design, speed of service, cleanliness, uniform of salesperson,
productivity and quality, shop discount, and reasonable price when compared with the
products quality and quantity.
SooksanKantabutra (2008)12, in the research paper entitled, ‘Vision Effects in Thai Retail
Stores: Practical Implications suggested that vision was viewed as particularly crucial in
such times of a change that could become quite disorienting and confusing for some
organizational members. As a navigator, vision was seen to possess potent orienting
capacities. Finding of this study suggested that vision attributes was an indirect predictor
of improved staff and customer satisfaction. Visions containing images about leadership
were positively correlated with customer satisfaction. Motivation of staff was the only
direct predictor of enhanced staff satisfaction, while vision, empowerment of staff,
organizational alignment and vision communication were predictors of improved staff
satisfaction. On the other hand vision, vision communication, empowerment of staff,
motivation of staff and staff satisfaction were indirect predictors of enhanced customer
11
Nilawan Alisa. (2008), “Customer’ Satisfaction with Metro Mall at Sukhumvit Subway Station” Master’s
Project www.accessmylibrary.com.
12
KantabutraSooksan. (2008), “Vision Effects in Thai Retail Stores: Practical Implications”. International
Journal of Retail & Distribution Management Vol. 36, No. 4, Pp. 323-342.
satisfaction. This was recommended that retail store managers should communicate their
vision, align organizational components with the vision and empower and motivate staff
according to the vision.
Toyin A. et.al (2008)13, in the article entitled, ‘Drivers of Customer Loyalty in a
Retail Store Environment analyzed the determinants of customer loyalty for a large U.S.
retailer based on a survey of 972 customers. An ordered logistic regression was used to
estimate the proportion of a retailer’s customer who was willing to recommend the
retailer’s products to other based on survey results. Findings of the study pointed out that
service quality, product quality and brand image drive customer loyalty as measured by a
customer’s willingness to recommend the retailer’s products to other people. The results
suggested that service management managers could improve these drivers of customer
loyalty by better training, recognition and reward programs, day-to-day operations and
job, product, process and store design. This study also provided additional statistical
evidence to support the theory that brand image, product quality and service quality
determine customer’s loyalty.
Yurong Zeng and Lei Zhang (2008)14, In the article entitled, ‘An Empirical Study
on the Relationship among Customer Satisfaction, Switching Cost and Store loyalty’
explained that the retailers have realized the importance of keeping existing customers
and raising customer’s store loyalty. For a better measurement of customer loyalty
researcher used two dimensions to define the concept: attitudinal loyalty and behavioral
loyalty. Researchers stressed on the fact that to raise the two level of loyalty, retailers
must find out what factors affecting them. An empirical study was conducted to examine
the relationship among customer satisfaction, switching cost and store. This study
adopted 5 items to measure customer satisfaction to their first-loyalty store product,
service, price, confidence and the purchasing atmosphere. Findings demonstrated that
customer satisfaction had a positive effect on attitudinal loyalty. Switching cost was a
mediator between customer satisfaction and attitudinal/behavioral loyalty, which meant
that switching costs had direct effect on the two dimensions of loyalty, as well as indirect
effect. It was found that switching costs had a higher effect on behavioral loyalty than
attitudinal loyalty.

13
ClotteyToyin A., Collier David A. (2008), “Drivers of Customer Loyalty in a Retail Store Environment”.
Journal of Service Sciencevol.1, No. 1, Pp. 35-46.
14
ZengYurong. Zhang Lei. (2008), “An Empirical Study on the Relationship among Customer Satisfaction,
Switching Cost and Store loyalty”. Journal of Chinese Marketing Vol. 1, Pp. 25-31.
 RiadhLadhari (2008)15 in his paper identifies and discusses the key conceptual and
empirical issues that should be considered in the development of alternative industry -
specific measurement scales of service quality (other than SERVQUAL). The study
identifies deficiencies in some of the alternative service-quality measures; however, the
identified deficiencies do not invalidate the essential usefulness of the scales. The study
makes constructive suggestions for the development of future scales.
Prabha Ramseook-Munhurrun.et.al (2009)16 conducted a study on “Measuring service
quality: perceptions of EMPLOYEES” and examined The purpose of this paper was to
assess the service quality of a call centre as perceived by its employees using the
SERVQUAL model. The paper focused on employees as internal customers and the
critical role employees play in the delivery of quality service. The dimensions predicting
front-line employee satisfaction and loyalty were explored. The study examined both
perception and expectation levels of front-line employees. The study presented the
findings of the expectations and perceptions of internal service quality for a call centre.
C Dharmaraj and J Clement Sudhahar(2009)[17] conducted a study on “Brand preference
Factors of bike an empirical assessment” and examines This paper carries out a
comprehensive study on identifying the underlying factors of brand preference for
passenger bike and refines the factors that influence the brand preference in India
systematic effort at studying the consumers brand preference bike in India nd addressed
the preliminary issues related to the section of a brand .the product performance factors of
the bike brands dominate the preference of customers based on their economic status

James Agarwal et.al(2010)[18] conducted a study on “A cross-national Approach to Global

Market Segmentation:An application using consumers percevived service qulity” and
examines ,the authors investigate the application of cross-national versus corss-cultural
approaches to market segmentation through a rigorous empirical investigation in the
context of banking services.although service constitute the fastest growing sector of the

15
RiadhLadhari,(2008),“Alternative measures of service quality: a review” Managing Service Quality,
Volume: 18, Issue:1 Pp.65-86.
16
[] Prabha Ramseook-Munhurrun, Perunjodi Naidoo, Soolakshna Desai Lukea (2009) “MEASURING Service
Quality: Perceptions Of Employees” Global Journal Of Business Research Volume 4 Number 1 2010.pp
47to 58.
17
[ ]C Dharmaraj and J Clement Sudhahar(2009) “Brand preference Factors of Passenger bike an empirical
assessment”,The IUP Journal Management vol VII,NO 3(2010) pp 19to33.
18
[] James Agarwal and et.al(2010) “A cross-national Approach to Global Market Segmentation:An
application using consumers percevived service quality” , Journal of International Marketing .pp 18 to 37.
world economy few studies have examined global market segmentation strategies they
demonstrate that there are distinctive differences between cross –national and cross
cultural models of perceived service quality and highlight the growing relevance of cross-
cultural research approaches. More generally, the cross-national, cross-cultural
approach to market segmentation can guide the development of globel marking strategies
for services and improve business performance.

Prabha Ramseook-Munhurrun et.al..(2010)[19] conducted a study on “SERVICE

QUALITY IN THE PUBLIC SERVICE” and examined the purpose of this paper is to
obtain a better understanding of the extent to which service quality is delivered within the
Mauritian public service by drawing on front-line employees (FLE) and customer
perceptions of service quality. The paper investigates how closely customer expectations
of service and FLE perceptions of customer expectations match. The service quality gaps
indicated that the public service department was failing to meet the expectations of their
customers. The results of this analysis provide evidence that service provider gaps must
be reduced. An important step in minimizing service provider gaps is to measure
customer expectations and communicate these expectations to FLE.
Burgess, L. (2014) [20] presented a conceptual model on the determinants of Business-to-
Business(B2B) online service quality. It is derived form a study of literature and the
results of a set of interviews where participants had extensive experience with online
customer service. He revealed that the ability to attain high levels of service quality
provides obvious benefits for the service provider. The model presented in this paper,
provides a comprehensive framework of B2B online service quality and its determinants.
Rohit Kumar Mishra (2014)21,in the article entitled, ‘Benchmarking Scheme for Retail
Stores Efficiency had a view on benchmarking. In this study Data Envelopment Analysis
(DEA) technique is proposed for benchmarking. The result suggested that benchmarking
scheme will assist the chain member to understand the supply chain performance
involved among them.

19
[] Prabha Ramseook-Munhurrun, Soolakshna D. Lukea-Bhiwajee, Perunjodi Naidoo (2010) “service
quality in the public service” international journal of management and marketing research Volume 3
Number 1 2010
[] Lois Burgess (2014) A conceptual model of B2B online service quality. In H. Hasan (Eds.), Being
20

Practical with Theory: A Window into Business Research (pp. 87-90).

21
Mishra Kumar Rohit(2014),“Benchmarking Scheme for Retail Stores Efficiency”. International Journal of
marketing Studies Vol.1, No.2, Pp. 131-150.
Jain, et al.(2014)22, Customer Experience is a major tool for achieving competitive
advantage in all industries. Customer interactions with the environmental stimuli result
into pleasurable or un pleasurable response. Positive customer experience leads to
enhanced marketing productivity. The purpose of this research is to review the concept of
Customer Experience and identify its major determinants in context of new format retail
stores by analyzing customer expectations. The study explores, major dimensions of pre
purchase, purchase and post purchase customer interactions and provides an insight into
major utilitarian and emotional factors considered by consumers while describing their
expectations about retail experience.
Verma and Madan (2016)23 in a study conducted in Indian context highlighted that
retailers are offering newer service dimensions to create unique shopping experiences for
the customers. However, whether consumers are able to perceive newer service
dimensions and getting affected for store patronage in new store formats or not, remains
to be found out. They emphasized the fact that Indian retail environment is going through
a sea change due to the introduction of new formats and opening up of retail industry, it
becomes important to understand the store image perceptions of consumers here. The
study attempted to find out the key factors that are perceived as important to Indian
consumer in evaluation of a retail format.
Jayawardhena (2018)24 in a study conducted in Central India, tested a conceptual model
of the effects of customer and service orientation (SO) behaviours of individual retail
employees on individual customers’ perceptions of service encounter quality (SEQ),
service quality (SQ), value, satisfaction, and behavioral intentions (BI).The sample was
customers of a supermarket in central India, and they completed questionnaires following
mall intercept. To test the hypotheses, structural equation modeling was employed. They
found that service and customer orientation (CO) behaviors are positively related to SEQ
and SQ; SEQ is positively related to SQ and customer satisfaction; SQ is positively
related to value perceptions and customer satisfaction; and customer satisfaction is
positively related to retail customers’ BI. However the study found that value is not
related to customer satisfaction.

22
Jain, Rajnish; Bagdare, Shilpa, Journal of Marketing & Communication . Sep2009, Vol. 5 Issue 2, p34-44.
11p.
23
Verma, H., and Madan, P. (2016). Factors analysing the store attributes to identify key components of
store image. IJMMR, 2(1).
24
Jayawardhena, C. (2018). Effects of retail employees’ behaviors on customers ‘service evaluation.
International Journal of Retail & Distribution Management, 39 (3), 203-217.
 25
Bruce C.Y. Lee &Ching-Chin Chen et.al., (2019) explored how service quality and
brand awareness influence customer satisfaction and loyalty in the business-to-business
(B2B) technology service industry. Most studies in the area apply to business-to-
consumer situations, such as the hospitality industry. The B2B technology services of
calibration laboratories require strict adherence to measurement standards and the
revision of any instrumental error. The study results give empirical support to various
theories and provide insights; managers of companies in the B2B technology service
industry can use these insights to boost customer satisfaction through service quality
improvement actions.

[] Bruce C.Y. Lee &Ching-Chin Chen et.al., (2019) “The influence of service quality on customer
25

satisfaction and loyalty in B2B technology service industry” Total Quality Management & Business
Excellence Volume 30, 2019 - Issue 13-14.
 CHAPTER 3
RESEARCH METHODOLOGY
3.1 STATEMENT OF THE PROBLEM
Even though the company has established in the customers minds as Indiamart, they
regularly measure their quality of service rendered by them to their customers. But at
present few more competitors have entered into the service industry. Under this
circumstance Indiamart is much interested in knowing about their quality of service
towards customer satisfaction. Hence the study is conducted by the researcher.

3.2 OBJECTIVES OF THE STUDY

The objective of the study is as follows:
 To examine the essential dimensions of service quality and its impact towards i.e.
RATER- Reliability,assurance, tangibles, empathy and responsiveness of
Indiamart and its effect on customer’s satisfaction.
 To find out the level of perception of the employees towards quality of suppliers.
 To analyse the impact of quality of service towards affective commitment of
suppliers.
 To identify which dimension of service quality needs improvement so that the
quality of
service of Indiamart will be enhanced.

3.3 SCOPE OF STUDY

The scope of this research is to identify the service quality of Indiamart. This
research is based on primary data and secondary data. This study only focuses on the
dimensions of service quality i.e. RATER. It aims to understand the skill of the company
in the area of service quality that are performing well and shows those areas which
require improvement.
Type of Study
The study which is carried out in the research is Descriptive research whereby lot
of research is conducted on the service management of the automobile industry. The
study is conducted to know about the service quality of India mart.
Sampling Design and Methodology
A total of 150 customers of India mart are been be targeted to find the quality of
service and 110 employees are taken as samples towards analyzing the commitment of
suppliers.
Method of Data Collection
Primary data
The primary data is collected through interviewing existing service users of the
company and also the employees of the company.
Secondary data
The secondary data is collected through customer’s feedback, Internet, Magazines
and Newspapers. The data is collected from the sample through questionnaire method.

Tools for analysis

The statistical tools that might be used for analysis are
Percentage analysis,
Descriptive statistics
Kruskal Wallis test,
One way Anova and
Multiple regression

Percentage analysis
Percentage analysis is the method to represent raw streams of data as a percentage
(a part in 100 - percent) for better understanding of collected data. Percentage Analysis is
applied to create a contingency table from the frequency distribution and represent the
collected data for better understanding.
FORMULA:
Percentage = No of Respondents x 100
Total No of Respondents

Descriptive statistics
Descriptive statistics is the discipline of quantitatively describing the main features of a
collection of information, or the quantitative description itself. Descriptive statistics are
distinguished from inferential statistics (or inductive statistics), in that descriptive
statistics aim to summarize a sample, rather than use the data to learn about the
population that the sample of data is thought to represent. This generally means that
descriptive statistics, unlike inferential statistics, are not developed on the basis of
probability theory. Even when a data analysis draws its main conclusions using inferential
statistics, descriptive statistics are generally also presented. For example in a paper
reporting on a study involving human subjects, there typically appears a table giving the
overall sample size, sample sizes in important subgroups (e.g., for each treatment or
exposure group), and demographic or clinical characteristics such as the average age, the
proportion of subjects of each sex, and the proportion of subjects with related
comorbidities.
Mean

Kruskal-Wallis test
The Kruskal–Wallis test by ranks, Kruskal–Wallis H tes (named after William Kruskal
and W. Allen Wallis), or one-way ANOVA on ranks is a non-parametric method for
testing whether samples originate from the same distribution. It is used for comparing two
or more independent samples of equal or different sample sizes. It extends the Mann–
Whitney U test, which is used for comparing only two groups. The parametric equivalent
of the Kruskal–Wallis test is the one-way analysis of variance (ANOVA).
The statistic for the Kruskal-Wallis test is H, which is approximately distributed like chi-
square with degrees of freedom = k – 1. The H statistic must be larger than the critical
value to reject the null hypothesis.
 12 k T j2 
H
 n (n  1)
 nj 
  3(n  1)
j1 

One way-Anova
The dependent measure must be interval or ratio, the samples must be
drawn from populations whose variances are equal, and the samples must be of the same
size.
ANOVA produces an F statistic, which is compared to F statistics in a
table of critical values. To find the proper critical value in the table, one must know the
degrees of freedom associated with the numerator and the denominator. The F statistic
can range from 1 to about 34, and the statistic must be larger than the critical value to
reject the null hypothesis.
r c

Total Sum of Squares (SST) =  ( X

i 1 j 1
ij  X ) 2 , where r is the number of rows in the

table, c is the number of columns, X is the grand mean, and X ij is the i th observation
in the j th column.
Multiple regression
Multiple regression is an extension of simple linear regression. It is used
when we want to predict the value of a variable based on the value of two or more other
variables. The variable we want to predict is called the dependent variable (or sometimes,
the outcome, target or criterion variable). The variables we are using to predict the value
of the dependent variable are called the independent variables (or sometimes, the
predictor, explanatory or regressor variables).

LIMITATIONS OF THE STUDY

 This project is based on last 6weeks service strategy of Indiamart.
 Conclusions and recommendations are based on such limited data.
 Respondent’s biases may be one of the factors which limit the study.
 Time acts as one of the constraint limits the study
 CHAPTER 4
ANALYSIS AND INTERPRETATION
CUSTOMER
Type of customer with India mart
Frequency Percent
New customer 105 70.0
Existing customer 45 30.0
Total 150 100.0
Interpretation:
The above table shows about the Type of customer with India mart. Out of 150
respondents 70.0% are new customers, 30.0% are existing customers. It shows that most
of the respondents are new customers.
 No of years having relationship with India mart

Frequency Percent
1-3 years 4 2.7
4-6 years 55 36.7
7-9 years 47 31.3
More than 9 years 44 29.3
Total 150 100.0
Interpretation:
The above table shows about the No of years of relationship customers having
with India mart. Out of 150 respondents 2.7% are having 1-3 years of relationship, 36.7%
are having 4-6 years of relationship, 31.3% are having 7-9 years of relationship, 29.3%
are having more than 9 years of relationship. It shows that most of the respondents are
having 4-6 years of relationship with India mart.
 Person referred India mart
Frequency Percent
Through website 4 2.7
Friends 91 60.7
Through employees of the
29 19.3
company
Other 26 17.3
Total 150 100.0
Interpretation:
The above table shows about the Persons referred India mart. Out of 150
respondents 2.7% got reference through website, 60.7% through friends, 19.3% through
employees of the company, 17.3% are through other references. It shows that most of the
respondents got reference to India mart through friends.
 India mart sales and service network better than competitor in Coimbatore
Frequency Percent
Yes 23 15.3
No 54 36.0
Can be improved 73 48.7
Total 150 100.0
Interpretation:
The above table shows about whether India mart sales and service network better
than their competitors in Coimbatore. Out of 150 respondents 15.3% said Yes, 36.0% said
No, and 48.7% said can be improved. It shows that most of the respondents said that India
mart sales and service network can be improved better than their competitors in
Coimbatore.
 Continuing service with India mart

Frequency Percent
Yes 31 20.7
No 119 79.3
Total 150 100.0
Interpretation:
The above table shows about continuing service with India mart. Out of 150
respondents 20.7% said Yes, 79.3% said No. It shows that most of the respondents said as
no to continue their service with India mart.
 Recommending the India mart to friends & relatives

Frequency Percent
Yes 102 68.0
No 48 32.0
Total 150 100.0
Interpretation:
The above table shows about recommending the India mart to friends & relatives.
Out of 150 respondents 68.0% said Yes, 32.0% said No. It shows that most of the
respondents said yes they will recommend India mart to friends & relatives.
 Satisfaction towards factors related to service quality with India mart

Frequency Minimum Maximum Percent

Getting orders from global market 2.99 1 5 1.108
Helping the customers for

promoting the product based on 2.89 1 5 1.306

their scheme

Interpretation:
The above table shows about satisfaction towards factors related to service quality
with India mart. The respondents are satisfied towards getting orders from global market
(2.99), helping the customers for promoting the product based on their scheme (2.89).
 DESCRIPTIVE STATISTICS
PERCEPTION OF CONSUMERS TOWARDS SERVICE QUALITY WITH
REFERENCE TO TANGIBILITY
Std.
N Minimum Maximum Mean Deviation
Appearance of the
150 1 3 1.86 .531
website
Availability of
pamphlets regarding 150 1 4 2.05 1.006
service specification
Professional appearance
of the sales 150 1 3 2.08 .661
persons/service persons
Pleasantness 150 1 2 1.59 .494
Valid N (listwise) 150

Interpretation
The above table depicts that the customers of the company said as very good for
availability of pamphlets regarding service specification (2.05), professional appearance
of the sales persons/service persons (2.08). Meanwhile, the respondents said as excellent
for appearance of the website (1.86) and pleasantness
 PERCEPTION OF CONSUMERS TOWARDS SERVICE QUALITY WITH REFERENCE TO RELIABILITY

Std.
N Minimum Maximum Mean Deviation
Clarifying doubts 150 1 4 1.88 1.086
Time availability to
give detailed 150 1 3 1.70 .792
information
Time taken to prepare
150 1 3 1.83 .718
the template
Rectifying mistakes by
150 1 3 1.51 .599
service persons
Proper information
about the services 150 1 2 1.68 .468
rendered
Valid N (listwise) 150

Interpretation
The above table depicts that the customers of the company said as excellent for
company clearing doubts (1.88), time availability to give detailed information (1.70),
Time taken to prepare the template (1.83), rectifying mistakes by service persons (1.51)
and proper information about the services rendered (1.68).
 PERCEPTION OF CONSUMERS TOWARDS SERVICE QUALITY WITH
REFERENCE TO RESPONSIVENESS
Std.
N Minimum Maximum Mean Deviation
Politeness 150 1 3 1.80 .695
Showing interest in
customers need 150 1 3 2.03 .536
/requirements
Immediate attention by
150 1 4 1.76 .587
the service person
Attentiveness in
150 1 4 1.99 .675
listening your queries
Advice given regarding
150 1 5 1.79 .869
the necessary service
Promptness in delivery
150 1 4 1.89 .860
after service
Valid N (listwise) 150

Interpretation
The above table depicts that the customers of the company said as excellent for
politeness of the employees (1.80), immediate attention by the service person (1.76),
attentiveness in listening your queries (1.99), Advice given regarding the necessary
service (1.79) and promptness in delivery after service (1.89). Meanwhile the customers
of Indiamart said as very good for company showing interest in customers need
/requirements(2.03).
 PERCEPTION OF CONSUMERS TOWARDS SERVICE QUALITY WITH
REFERENCE TO ASSURANCE
Descriptive Statistics
Std.
N Minimum Maximum Mean Deviation
Courtesy in servicing 150 1 5 3.12 1.263
Inspecting the products 150 1 5 3.30 1.241
Technical knowledge of
150 1 5 3.71 1.084
service persons
Usage of Modern
150 2 5 3.93 .984
technology in servicing
Hospitality 150 1 5 3.77 1.188
Valid N (listwise) 150

Interpretation
The above table depicts that the customers of the company said as good for
courtesy in servicing by the company (3.12), inspecting the products (3.30), technical
knowledge of service persons (3.71), usage of modern technology in servicing (3.93) and
hospitality provided by the company (3.93).
 PERCEPTION OF CONSUMERS TOWARDS SERVICE QUALITY WITH
REFERENCE TO EMPATHY
Descriptive Statistics
Std.
N Minimum Maximum Mean Deviation
Providing prior
information about the 150 1 5 1.59 .803
service changes
Explanation of the
150 1 3 1.90 .775
service provided
Reminder for renewal
150 1 4 1.54 .609
of service
Valid N (listwise) 150

Interpretation
The above table depicts that the customers of the company said as excellent for
company providing prior information about the service changes (1.59), Explanation of the
service provided (1.90) and reminder for renewal of service (1.54).
 PERCEPTION OF CONSUMERS TOWARDS SERVICE QUALITY WITH
REFERENCE TO SOCIAL RESPONSIBILITY
Descriptive Statistics
Std.
N Minimum Maximum Mean Deviation
Cost of service 150 1 4 1.73 .633
After service
performance of the 150 1 4 1.74 .781
product
Valid N (listwise) 150

Interpretation
The above table depicts that the customers of the company said as excellent for
cost of service of the company and after service performance of the products of the
company (1.74).
 KRUSKALL WALLIS TEST
COMPARISON BETWEEN TYPE OF CUSTOMER WITH INDIA MART AND
DEGREE OF SATISFACTION TOWARDS SERVICES OF THE COMPANY
Ho1: There is no relationship between Type of customer with India mart and degree of
satisfaction towards services of the company

Chi-Square Asymp.
N Mean Rank Sig.
Tangibility New customer 105 75.16 0.023 0.880
Existing
45 76.29
customer
Total 150
Reliability New customer 105 74.57 0.168 0.682
Existing
45 77.68
customer
Total 150
Responsiveness New customer 105 76.00 0.047 0.828
Existing
45 74.34
customer
Total 150
Assurance New customer 105 73.48 0.776 0.378
Existing
45 80.22
customer
Total 150
Empathy New customer 105 73.10 1.112 0.292
Existing
45 81.09
customer
Total 150
Social New customer 105 70.97 4.381 0.036
Responsibility Existing
45 86.07
customer
Total 150

There is no relationship between Tangibility(0.880), Reliability(0.682),

Responsiveness(0.828), Assurance(0.378),and Empathy(0.292) and degree of satisfaction
towards services of the company
 There is a relationship between Social Responsibility (0.036) and degree of
satisfaction towards services of the company
Social Responsibility
It depicts that the respondents who are Existing customers(86.07), have higher
level of acceptance towards degree of satisfaction towards services of the company.
ONEWAY ANOVA
COMPARISON BETWEEN NO OF YEARS HAVING RELATIONSHIP WITH
INDIA MART AND DEGREE OF SATISFACTION TOWARDS SERVICES OF
THE COMPANY
H02: There is a significant difference between no of years having relationship with India
mart and degree of satisfaction towards services of the company
 Std.
N Mean Deviation F Sig
Tangibility 1-3 years 4 2.75 0.000
4-6 years 55 1.82 0.593
7-9 years 47 1.96 0.401 4.204 0.007
More than 9 years 44 1.84 0.586
Total 150 1.89 0.548
Reliability 1-3 years 4 2.80 0.000
4-6 years 55 1.75 0.640
7-9 years 47 1.58 0.436 5.680 0.001
More than 9 years 44 1.75 0.642
Total 150 1.72 0.603
Responsiveness 1-3 years 4 2.67 0.000
4-6 years 55 1.75 0.568
7-9 years 47 1.88 0.396 4.994 0.003
More than 9 years 44 1.96 0.511
Total 150 1.88 0.515
Assurance 1-3 years 4 2.80 0.000
4-6 years 55 3.56 0.738
7-9 years 47 3.51 0.845 1.764 0.157
More than 9 years 44 3.70 0.841
Total 150 3.57 0.803
Empathy 1-3 years 4 2.33 0.000
4-6 years 55 1.72 0.564
7-9 years 47 1.58 0.567 2.501 0.062
More than 9 years 44 1.67 0.516
Total 150 1.68 0.554
Social Responsibility 1-3 years 4 1.50 0.000
4-6 years 55 1.75 0.775
7-9 years 47 1.72 0.666 0.184 0.907
More than 9 years 44 1.74 0.544
Total 150 1.73 0.665

There is no significant difference between Tangibility(0.007), Reliability(0.001), and

Responsiveness(0.003) and degree of satisfaction towards services of the company
There is a significant difference between Assurance (0.157), Empathy (0.062), and Social
Responsibility (0.907) and degree of satisfaction towards services of the company.
Tangibility
The respondents who are having 1-3 years of relationship (2.75) said very good,
and who are having 4-6 years(1.82), having 7-9 years(1.96), having More than 9
years(1.84) of relationship said Excellent on degree of satisfaction towards services of the
company.
Reliability
The respondents who are having 1-3 years of relationship (2.80) said very good,
and who are having 4-6 years(1.75), having 7-9 years(1.58), having More than 9
years(1.75) of relationship said Excellent on degree of satisfaction towards services of the
company.
Responsiveness
The respondents who are having 1-3 years of relationship (2.67) said very good,
and who are having 4-6 years(1.75), having 7-9 years(1.88), having More than 9
years(1.96) of relationship said Excellent on degree of satisfaction towards services of the
company.
PERCEPTION OF EMPLOYEE TOWARDS SERVICE PROVIDED BY
SUPPLIERS

GENDER OF THE EMPLOYEES

Frequency Percent
Male 65 59.1
Female 45 40.9
Total 110 100.0
Interpretation:
The above table shows about the gender of the respondents. Out of 110
respondents 59.1% are male, and 40.9% are female. It shows that most of the respondents
are male gender.
 MARITAL STATUS OF THE EMPLOYEES
Frequency Percent
Married 77 70.0
Unmarried 33 30.0
Total 110 100.0
Interpretation:
The above table shows about the marital status of the respondents. Out of 110
respondents 70.0% are married, 30.0% are unmarried, It shows that most of the
respondents are married.
 AGE OF THE EMPLOYEES

Frequency Percent
20-30 years 12 10.9
31-40 years 24 21.8
41-50 years 34 30.9
Above 50
40 36.4
years
Total 110 100.0
Interpretation:
The above table shows about the age of the respondents. Out of 110 respondents
10.9% are between 20 to 30 years, 21.8% are between 31-40 years, 30.9% are between
41-50 years, and 36.4% are above 50 years It shows that most of the respondents are
from the age are above 50 years .
 DESCRIPTIVE STATISTICS
PREFER CURRENT SUPPLIERS

Std.
N Minimum Maximum Mean Deviation
Current suppliers’
110 1 5 2.45 1.105
produce is good looking
Current suppliers’
110 1 2 1.54 .501
produce is fresh
Current suppliers’
110 1 4 2.46 .738
produce is clean
Current suppliers
provide a constant
110 1 5 3.11 1.061
supply of produce
throughout the year
Current suppliers have a
110 1 4 2.83 1.374
wide variety of produce
Current suppliers’
110 1 5 3.17 1.233
produce is safe
Current suppliers
deliver produce to my 110 1 5 3.21 1.212
outlet
Valid N (listwise) 110

Interpretation
The above table shows the descriptive statistics towards Preference on current
suppliers by employees. It shows that the respondents agree that current suppliers
produces good looking products(2.45), suppliers produces clean products(2.46),and also
current suppliers produces wide variety of products(2.83), employees strongly agree that
suppliers produces fresh products(1.54), respondents disagree towards constant supply of
produces throughout the year(3.11), suppliers produces are safe(3.17),and also towards
delivery of produces to their current outlet(3.21).
 CONTACT WITH CURRENT SUPPLIERS

Std.
N Minimum Maximum Mean Deviation
Current suppliers know
the source of their 110 1 5 3.35 1.359
produce
Current suppliers take
responsibility if
110 1 5 3.39 1.257
produce has any
problem
Current suppliers grade
110 1 5 3.43 1.207
and pack their produce
Current suppliers
wash/peel/cut their 110 1 5 3.17 1.132
produce
I have a long-term
contract with current 110 1 5 3.66 1.350
suppliers
I need more qualified
110 1 5 3.22 1.120
suppliers
Valid N (listwise) 110

Interpretation
The above table shows the descriptive statistics towards Contact with current
suppliers by employees. It shows that the respondents disagree towards current suppliers
known source of their produces (3.35), taking responsibility if produces has any problem
(3.39), grading and packing of their produces (3.43), washing/peeling/cutting of their
produces(3.17), having a long-term contract with current suppliers(3.66),and also towards
need of more qualified suppliers(3.22).
 ONEWAY ANOVA
Comparison between Age and level of acceptance towards the Preference on current
suppliers and Contact with current suppliers by employees

Ho3: There is a significant difference between age of the respondents and the Preference
on current suppliers and Contact with current suppliers by employees
Std.
N Mean Deviation F Sig
Prefer current suppliers 20-30 years 12 2.50 0.358
31-40 years 24 2.61 0.424
41-50 years 34 2.65 0.437 2.729 0.048
Above 50 years 40 2.81 0.308
Total 110 2.68 0.392
Contact with current 20-30 years 12 3.13 0.742
suppliers 31-40 years 24 3.13 0.567
41-50 years 34 3.33 0.414 6.395 0.001
Above 50 years 40 3.63 0.436
Total 110 3.37 0.536

There is no significant difference between Preference on current suppliers

(0.048),and Contact with current suppliers (0.001) by employees.
Prefer current suppliers
The respondents who are in the age group between 20-30 years (2.50), age
group between 31-40 years (2.61), age group between 41-50 years (2.65), and above 50
years(2.81) agree towards Preference on current suppliers by employees.

Contact with current suppliers

The respondents who are in the age group between 20-30 years (3.13), age group
between 31-40 years (3.13), age group between 41-50 years (3.33), and above 50
years(3.63) disagree towards Contact with current suppliers by employees.
 KRUSKALL WALLIS TEST
Comparison between gender and level of acceptance towards the Preference on
current suppliers and Contact with current suppliers by employees

Ho4: There is no relationship between gender and level of acceptance towards the
Preference on current suppliers and Contact with current suppliers by employees

N Mean Rank Chi-Square Asymp. Sig

Prefer current suppliers Male 65 54.89 0.058 0.809
Female 45 56.38
Total 110
Contact with current Male 65 57.56 0.674 0.412
suppliers Female 45 52.52
Total 110

There is no relationship between Preference on current suppliers (0.809), and

Contact with current suppliers (0.412) by employees.

Contact with current suppliers

The respondents who are male (57.56) have higher level of acceptance towards the
Preference on current suppliers and Contact with current suppliers by employees.
 MULTIPLE REGRESSION
COMPARISON BETWEEN SERVICE QUALITY OF THE COMPANY AND
PERCEPTION OF EMPLOYEES TOWARDS SUPPLIERS
 The above chart describes that when analysing the service quality of the company
and preference towards current suppliers were the factors relaibility (.220),
responsiveness (.422), assurance (.018) are directly having relationship and impact on
pereference towards current suppliers. Meanwhile, the dimensions tangibility (.057) and
relaibility (.609) are directly having relationship and impact on contact with curent
suppliers.
 CHAPTER 5
FINDINGS
PERCEPTION OF CUSTOMER TOWARDS SERVICE QUALITY PROVIDED
BY INDIA MART
 Most of the respondents are new customers.
 Maximum of the respondents are having 4-6 years of relationship with India mart.
 Most of the respondents got reference to India mart through friends.
 Maximum of the respondents said that India mart sales and service network can be
improved better than their competitors in Coimbatore.
 Maximum of the respondents said as no to continue their service with India mart.
 Most of the respondents said yes they will recommend India mart to friends &
relatives.
 Maximum of the respondents are Neutral on their Satisfaction towards getting
orders from global market.
 Most of the respondents are dissatisfied with the satisfaction level in helping the
customers for promoting the product based on their scheme.
The customers of the company said as very good for availability of pamphlets regarding
service specification, professional appearance of the sales persons/service persons .
Meanwhile, the respondents said as excellent for appearance of the website and
pleasantness
The customers of the company said as excellent for company clearing doubts, time
availability to give detailed information, Time taken to prepare the template, rectifying
mistakes by service persons and proper information about the services rendered .
The customers of the company said as excellent for politeness of the employees,
immediate attention by the service person, attentiveness in listening your queries, Advice
given regarding the necessary service and promptness in delivery after service .
Meanwhile the customers of India mart said as very good for company showing interest
in customers need /requirements.
The customers of the company said as good for courtesy in servicing by the company,
inspecting the products, technical knowledge of service persons, usage of modern
technology in servicing and hospitality provided by the company .
The customers of the company said as excellent for company providing prior information
about the service changes, Explanation of the service provided and reminder for renewal
of service .
The customers of the company said as excellent for cost of service of the company and
after service performance of the products of the company.
The respondents who are Existing customers, have higher level of acceptance towards
degree of satisfaction towards services of the company.
Tangibility
The respondents who are having 1-3 years of relationship said very good, and who
are having 4-6 years, having 7-9 years, having More than 9 years of relationship said
Excellent on degree of satisfaction towards services of the company.
Reliability
The respondents who are having 1-3 years of relationship said very good, and who
are having 4-6 years, having 7-9 years, having More than 9 years of relationship said
Excellent on degree of satisfaction towards services of the company.
Responsiveness
The respondents who are having 1-3 years of relationship said very good, and who
are having 4-6 years, having 7-9 years, having More than 9 years of relationship said
Excellent on degree of satisfaction towards services of the company.
PERCEPTION OF EMPLOYEE TOWARDS SERVICE PROVIDED BY
SUPPLIERS
 Most of the respondents are male gender.
 Most of the respondents are married.
 Most of the respondents are from the age are above 50 years .
The respondents agree that current suppliers produces good looking products, suppliers
produces clean products, and also current suppliers produces wide variety of products,
employees strongly agree that suppliers produces fresh products, respondents disagree
towards constant supply of produces throughout the year, suppliers produces are safe, and
also towards delivery of produces to their current outlet.
The respondents disagree towards current suppliers known source of their produces,
taking responsibility if produces has any problem, grading and packing of their produces,
washing/peeling/cutting of their produces, having a long-term contract with current
suppliers, and also towards need of more qualified suppliers.
Prefer current suppliers
The respondents who are in the age group between 20-30 years, age group between
31-40 years, age group between 41-50 years, and above 50 years agree towards
Preference on current suppliers by employees.
Contact with current suppliers
The respondents who are in the age group between 20-30 years, age group
between 31-40 years, age group between 41-50 years, and above 50 years disagree
towards Contact with current suppliers by employees.
Contact with current suppliers
The respondents who are male (57.56) have higher level of acceptance towards the
Preference on current suppliers and Contact with current suppliers by employees.
The factors relaibility, responsiveness, assurance are directly having relationship and
impact on pereference towards current suppliers. Meanwhile, the dimensions tangibility
and relaibility are directly having relationship and impact on contact with curent
suppliers.
 5.2 SUGGESTIONS
 Sales and operations planning must span the entire chain to detect early
warning signals of changing demand in ordering patterns, customer promotions,
and so forth. This demand-intensive approach leads to more consistent forecasts and
optimal resource allocation.
 By working closely with their key suppliers to reduce the overall costs of
owning materials and services, supply-chain management leaders enhance
margins both for themselves and their suppliers.
 Customers Feedback has to be collected in order to know the strong and weak areas
in their service which will help them to correct and function well in future.
 The dimensional factors level of acceptance towards sourcing product from a limited
number of suppliers, level of acceptance towards establishing clear criteria and level
of acceptance towards India mart collaborating with suppliers in materials are taken
for decision making process of the study.
 CONCLUSION
Service quality is a focused evaluation that reflects the customer's perception of
specific dimensions of service: reliability, responsiveness, assurance, Empathy, tangibles.
Satisfaction, on other hand, is more inclusive: it is influenced by perceptions of service
quality, product quality, and price as well as situational factors and personal factors
Service quality affects customer satisfaction by providing performance. The main
objective is to examine the essential dimensions of service quality i.e. RATER-
Reliability, assurance, tangibles, empathy and responsiveness of Indiamart and its effect
on customer’s satisfaction and to find out the perception of suppliers towards supply
chain with the company. For this a sample of 15o was collected form the respondents
were percentage analysis, Descriptive statistics, Multiple regression, Kruskal Wallis test
and one way Anova were used as tools to anayse the data. The conclusion is that
dimensional factors level of acceptance towards sourcing product from a limited number
of suppliers, level of acceptance towards establishing clear criteria and level of
acceptance towards India mart collaborating with suppliers in materials are taken for
decision making process of the study. It also reveals that while taking decision on these
dimensions the factor frequency of making supply should be taken for decision making
process of the study.
 BIBILIOGRPAHY

 James Agarwal and et.al(2010) “A cross-national Approach to Global Market

Segmentation:An application using consumers percevived service qulity” , Journal of
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 Rita Di Mascio(2004 “The service Models of Forntline Employess”, Journal of
Marketing vol 74(July2010).pp 63 to 79
 Mohammed Alamgir and Mohammed shamsuddoha(2004) “service Qulity Dimensions:
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Volume 18, Issue 3 & 4 May 2007 , pages 435 – 449.
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 QUESTIONNARIE
Dear customer
1. Name of the company : ___________________________
2. Type of customer with India mart
a) New customer b) Existing customer
3. No of years having relationship with India mart
a) 1-3 years b) 4-6 years c)7-9 years d) More than 9 years
4. Who referred India mart to you?
Through website Friends
Through employees of the company Other
5. Please tick the appropriate box to indicate your degree of satisfaction towards
services of the company
Where: 1 = Excellent, 2 = Very Good, 3 = Good, 4 = Average,5=Poor

Dimensions Specific elements 1 2 3 4 5

Tangibility Appearance of the website
Availability of pamphlets regarding
service specification
Professional appearance of the sales
persons/service persons
Pleasantness
Reliability Clarifying doubts
Time availability to give detailed
information
Time taken to prepare the template
Rectifying mistakes by service persons
Proper information about the services
rendered
Responsiveness Politeness
Showing interest in customers need
/requirements
Immediate attention by the service
person
Attentiveness in listening your queries
Advice given regarding the necessary
service
Promptness in delivery after service
Assurance Courtesy in servicing
Inspecting the products
Technical knowledge of service persons
Usage of Modern technology in
servicing
Hospitality
Empathy Providing prior information about the
service changes
Explanation of the service provided
Reminder for renewal of service
Social Cost of service
After service performance of the
Responsibility
product
6. Do you think India mart sales and service network is better than it’s Competitors in
Coimbatore?
a. Yes b. No c. Can be improved
7. Will you continue your service at Indiamart? continuity of service
Yes No
8. Would you recommend the India mart to friends & relatives? recommendation of
the company
Yes No
9. While getting orders from global market what is your satisfaction level in getting
the payment for time?
Highly satisfied Satisfied Neutral Dissatisfied
Highly dissatisfied
10. Define the satisfaction level in helping the customers for promoting the product
based on their scheme?
Highly satisfied Satisfied Neutral Dissatisfied
Highly dissatisfied
For employee
Gender
Age
Marital status
Experience with the company
1-Strongly agree 2-Agree 3-Neutral 4-Disagree 5-Strongly disagree
Dimensions Specific elements 1 2 3 4 5
Prefer current Current suppliers’ produce is good looking
Current suppliers’ produce is fresh
suppliers Current suppliers’ produce is clean
Current suppliers provide a constant supply
of produce throughout the year
Current suppliers have a wide variety of
produce
Current suppliers’ produce is safe
Current suppliers deliver produce to my
outlet
Contact with current Current suppliers know the source of their
suppliers produce
Current suppliers take responsibility if
produce has any problem
Current suppliers grade and pack their
produce
Current suppliers wash/peel/cut their
produce
I have a long-term contract with current
suppliers
I need more qualified suppliers