Documenti di Didattica
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(Yatish Kumar)
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CERTIFICATE OF ORIGINALITY
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No.______________________________ a full time bonafide student of first year of Master of Business Administration (MBA) Programme of IFTM University, Moradabad. I hereby certify that this project work carried out by me at _____________________________________________________________________ ___and the report submitted in partial fulfillment of the requirements of the programme is an original work of mine under the guidance of the industry mentor _________________________ and faculty mentor
______________________________, and is not based or reproduced from any existing work of any other person or on any earlier work undertaken at any other time or for any other purpose, and has not been submitted anywhere else at any time.
( Date:__________________
( Date:__________________
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EXECUTIVE SUMMARY
The project work is pursued as a part of MBA summer training at IFTM University, Moradabad. It is undertaken as a traineeship at Reliance Securities Ltd. The project is done under expert supervision and guidance of Mr. Rachit Agarwal (Center Sales Manager, Reliance Securities) The Project is about the study of customer loyalty at Reliance Securities. At Reliance Securities, initially the trainees were imparted process and product knowledge. They were given sufficient time to know about the products and also about sales and distribution channel. They had to work with the sales representatives of the Distributor and think of ways of improving the sales and distribution channel and implementing them. The main aim was to increase sales and for this different ways were tried and implemented. They were provided with database and had to make cold calls from the data. Company activity was also one of the major sources for generating business. Initially they even accompanied sales representatives to the clients place. Main objective was to know the need of the customer and how to fulfill that in the best way. The project dealt with various fields like: 1. Meaning of Customer Loyalty 2. Benefits of Customer Loyalty 3. Effectiveness of Customer Loyalty on the sale of products of Reliance Securities Thus it gave trainees the opportunity to learn about all the products and with the range of products Reliance Securities offered it made the task a bit easier as we could fulfill the need of the customer in a better way and how Customer Loyalty programme affects its sale. The term customer loyalty is used to describe the behavior of repeat customers, as well as those that offer good ratings, reviews, or testimonials. Some customers do a particular company a great service by offering favorable word of mouth publicity regarding a product, telling friends and family, thus adding them to the number of
loyal customers. However, customer loyalty includes much more. It is a process, a program, or a group of programs geared toward keeping a client happy so he or she will provide more business. Customer loyalty can be achieved in some cases by offering a quality product with a firm guarantee. Customer loyalty is also achieved through free offers, coupons, low interest rates on financing, high value trade-ins, extended warranties, rebates, and other rewards and incentive programs. The ultimate goal of customer loyalty programs is happy customers who will return to purchase again and persuade others to use that company's products or services. This equates to profitability, as well as happy stakeholders. Customer loyalty may be a one-time program or incentive, or an ongoing group of programs to entice consumers. Buy-one-get-one-free programs are very popular, as are purchases that come with rebates or free gifts. Another good incentive for achieving customer loyalty is offering a risk free trial period for a product or service. Also known as brand name loyalty, these types of incentives are meant to ensure that customers will return, not only to buy the same product again and again, but also to try other products or services offered by the company. Excellent customer service is another key element in gaining customer loyalty. If a client has a problem, the company should do whatever it takes to make things right. If a product is faulty, it should be replaced or the customer's money should be refunded. This should be standard procedure for any reputable business, but those who wish to develop customer loyalty on a large-scale basis may also go above and beyond the standard. They may offer even more by way of free gifts or discounts to appease the customer.
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TABLE OF CONTENTS
Chapter No. Chapter Name
Acknowledgement Certificate of Originality Certificate from Company Executive Summary
Page No.
Chapter 1 Chapter 2 Chapter 3 Chapter 4 Chapter 5 Chapter 6 Chapter 7 Chapter 8 Chapter 8 Chapter 9 Chapter 10 Chapter 11
INTRODUCTION COMPANY PROFILE OBJECTIVE OF STUDY: SCOPE AND RATIONALE OF THE STUDY REVIEW OF LITERATURE RESEARCH METHODOLOGY DATA ANALYSIS AND INTERPRETATIONS RESULTS AND FINDINGS DISCUSSIONS CONCLUSIONS LIMITATIONS OF THE STUDY SUGGESTIONS AND RECOMMENDATIONS BIBLIOGRAPHY ANNEXURE: o ANNEXURE I QUESTIONNAIRE o ANNEXURE II ANNUAL REPORTS etc.,
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