CUSTOMER SATISFACTION@ ASHOO ADVERTISER

A PROJECT REPORT

Submitted in Partial fulfilment of the degree of requirement for the award of

MASTER OF BUSINESS ADMISTRATION (Marketing)

Submitted by:

CHETAN S KHANDARE

Under the guidance of

DEEPAK PORE SIR

AT JAYWANTRAO SAWANT PRASARAK MANDAL, PUNE.

CERTIFICATE

This is to Certify that the Project report on CUSTOMER SATISFACTION AT ASHOO ADVERTISER is a bonafide work and submitted by Mr. CHETAN S KHANDARE. in partial fulfillment of the degree of Master of Business Administration, JSPM (JICA), PUNE.

This certificate is issued based on the declaration by the candidate. DEEPAK PORE. (Project Guide) Project Report evaluated & Viva Voice held on . INTERNAL EXAMINER EXTERNAL EXAMINER

DECLARATION BY CANDIDATE

I declare that this project work on CUSTOMER SATISFACTION @ ASHOO ADVERTISER is a bonafide work done and submitted by me and the research work was carried out under the guidance of Mr. Shyam Sarbhukan. I further declare that this Project Report does not form of any other project reports or dissertations on the basis of which a degree was awarded or conferred on an earlier occasion on me or any other candidate.

ACKNOWLEDGEMENT

I express my sincerest gratitude to my project guides, Mr. DEEPAK PORE SIR for his encouragement, support and valuable guidance through out the duration of the project. Inspite of being occupied with unending engagements in college, he made sure that my project was heading in the right direction and that I did not lose sight of my end goals. I am also thankful to all other employees at ASHOO ADVERTISER for providing me all the information and help I required for the successful completion of this project. I would also like to thank all those people who spared some time for me out of their busy schedule and shared some information relevant to my project. My project shall remain incomplete if I do not acknowledge the support that I got from all the people around me.

PREFACE

If we can compare marketing to a long train with a multiple compartment then every bogies represent different aspect of marketing. Marketing strategy formulation depends upon the every aspect of related terms and marketing research plays vital roles to connect each compartment to form a cohesive functional unit. The advertising industry is at the centre of Indias new global dynamic. It plays major roles in retaining manufacturing industry growth over 12.5% per annum The motivation behind the project was to gain clear understanding about marketing research. Through this project I have tried to understand the complexities involved in gathering of data for drawing inferences .The final objective is to produce a result that is accurate, useful, and free from bias and helps in the successful completion of my course. The project has been presented in a simple format.. Satisfaction is a persons feeling of pleasure or disappointment resulting from a comparing perceived performance in relation to his or her expectation. If the performance falls short of expectation, the consumer is dissatisfied. If the performance matches the expectations, he consumer is satisfied. If the performance exceeds expectation, the customer is highly satisfied or delighted. In todays competitive scenario firms consistently tries to satisfy his existing customer to get more customers in every regards. To meet the desired expectation of customers companies has to look around all aspects of products services and of course market condition, otherwise they may be out of the race. Automobile industry has the same competitiveness and every firm in the industry is consistently working for enhancing their product and services. The study widely concentrates on the level of satisfaction amongst customers for which I did Exploratory Research to check the satisfaction level amongst the customers of Ashoo Advertiser.

CONTENTS

Chapters Page No.

1. Introduction

2. Company Profile

3. Review of Literature

4. Research Methodology

5. Data Analysis and Interpretation

6. Findings

7. Suggestions

8. Conclusions

9. Annexure I

10. Bibliography II

INTRODUCTION:

History:

Egyptians used papyrus to make sales messages and wall posters. Commercial message and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost and found advertising on papyrus was common in Ancient Greece and Ancient Rome. Wall or rock painting for commercial advertising is another manifestation of an ancient advertising form, which is present to this day in many parts of Asia, Africa, and South America.

The tradition of wall painting can be traced back to Indian rock art paintings that date back to 4000 BC. History tells us that Out-of-home advertising and billboards are the oldest forms of advertising. As the towns and cities of the Middle Ages began to grow, and the general populace was unable to read, signs that today would say cobbler, miller, tailor or blacksmith would use an image associated with their trade such as a boot, a suit, a hat, a clock, a diamond, a horse shoe, a candle or even a bag of flour. Fruits and vegetables were sold in the city square from the backs of carts and wagons and their proprietors used street callers (town criers) to announce their whereabouts for the convenience of the customers. As education became an apparent need and reading, as well as printing, developed advertising expanded to include handbills.

In the 17th century advertisements started to appear in weekly newspapers in England. These early print advertisements were used mainly to promote books and newspapers, which became increasingly affordable with advances in the printing press; and medicines, which were increasingly sought after as disease ravaged Europe. However, false advertising and socalled "quack advertisements became a problem, which ushered in the regulation of advertising content.

As the economy expanded during the 19th century, advertising grew alongside. In the United States, the success of this advertising format eventually led to the growth of mail-order advertising. In June 1836, French newspaper La presse was the first to include paid advertising in its pages, allowing it to lower its price, extend its readership and increase its profitability and the formula was soon copied by all titles. Around 1840, Volney B. Palmer established the roots of the modern day advertising agency in Philadelphia.

In 1842 Palmer bought large amounts of space in various newspapers at a discounted rate then resold the space at higher rates to advertisers. The actual ad - the copy, layout, and artwork - was still prepared by the company wishing to advertise; in effect, Palmer was a space broker. The situation changed in the late 19th century when the advertising agency of N.W. Ayer & Son was founded. Ayer and Son offered to plan, create, and execute complete advertising campaigns for its customers. By 1900 the advertising agency had become the focal point of creative planning, and advertising was firmly established as a profession. Around the same time, in France, CharlesLouis Havas extended the services of his news agency, Havas to include advertisement brokerage, making it the first French group to organize. At first, agencies were brokers for advertisement space in newspapers. N. W. Ayer & Son was the first full-service agency to assume responsibility for advertising content. N.W. Ayer opened in 1869, and was located in Philadelphia.

An 1895 advertisement for a weight gain product.

A print advertisement for the 1913 issue of the Encyclopaedia Britannica.

Advertisement for a live radio broadcast, sponsored by a milk company and published in the Los Angeles Times on May 6, 1930 At the turn of the century, there were few career choices for women in business; however, advertising was one of the few. Since women were responsible for most of the purchasing done in their household, advertisers and agencies recognized the value of women's insight during the creative process. In fact, the first American advertising to use a sexual sell was created by a woman for a soap product. Although tame by today's standards, the advertisement featured a couple with the message "The skin you love to touch".

This practice was carried over to commercial television in the late 1940s and early 1950s. A fierce battle was fought between those seeking to commercialise the radio and people who argued that the radio spectrum should be considered a part of the commons to be used only non-commercially and for the public good. The United Kingdom pursued a public funding model for the BBC, originally a private company, the British Broadcasting Company, but incorporated as a public body by Royal Charter in 1927. In Canada, advocates like Graham Spry were likewise able to persuade the federal government to adopt a public funding model, creating the Canadian Broadcasting Corporation. However, in the United States, the capitalist model prevailed with the passage of the Communications Act of 1934 which created the Federal Communications Commission (FCC). However, the U.S. Congress did require commercial broadcasting companies to operate in the "public interest, convenience, and necessity". Public broadcasting now exists in the United States due to the 1967 Public Broadcasting Act which led to the Public Broadcasting Service (PBS) and National Public Radio (NPR). In the early 1950s, the Dumont Television Network began the modern practice of selling advertisement time to multiple sponsors. Previously, Dumont had trouble finding sponsors for many of their programs and compensated by selling smaller blocks of advertising time to several businesses. This eventually became the standard for the commercial television industry in the United States. However, it was still a common practice to have single sponsor shows, such as The United States Steel Hour. In some instances the sponsors exercised great control over the content of the showup to and including having one's advertising agency actually writing the show. The single sponsor model is much less prevalent now, a notable exception being the Hallmark Hall of Fame. The late 1980s and early 1990s saw the introduction of cable television and particularly MTV. Pioneering the concept of the music video, MTV ushered in a new type of advertising: the consumer tunes in for the advertising message, rather than it being a by-product or afterthought. As cable and satellite television became increasingly prevalent, specialty channels emerged, including channels entirely devoted to advertising, such as QVC, Home Shopping Network, and Shop TV Canada. With the advent of the ad server, marketing through the Internet opened new frontiers for advertisers and contributed to the "dot-com" boom of the 1990s. Entire corporations operated solely on advertising revenue, offering everything from coupons to free Internet access. At the turn of the 21st century, a number of websites including the search engine Google, started a change in online advertising by emphasizing contextually relevant, unobtrusive ads intended to help, rather than inundate, users. This has led to a plethora of similar efforts and an increasing trend of interactive advertising. The share of advertising spending relative to GDP has changed little across large changes in media. For example, in the US in 1925, the main advertising media were newspapers, magazines, signs on streetcars, and outdoor posters. Advertising spending as a share of GDP was about 2.9 percent. By 1998, television and radio had become major advertising media. Nonetheless, advertising spending as a share of GDP was slightly lowerabout 2.4 percent.

A recent advertising innovation is "guerrilla marketing", which involve unusual approaches such as staged encounters in public places, giveaways of products such as cars that are covered with brand messages, and interactive advertising where the viewer can respond to become part of the advertising message. Guerrilla advertising is becoming increasing more popular with a lot of companies. This type of advertising is unpredictable and innovative, which causes consumers to buy the product or idea. This reflects an increasing trend of interactive and "embedded" ads, such as via product placement, having consumers vote through text messages, and various innovations utilizing social network services such as Facebook. Reasons for display advertising: Display ads generate awareness quickly. Unlike search, which requires someone to be aware of a need, display advertising can drive awareness of something new and without previous knowledge. Display works well for direct response. Display is not only used for generating awareness, its used for direct response campaigns that link to a landing page with a clear call to action. Public service advertising: The advertising techniques used to promote commercial goods and services can be used to inform, educate and motivate the public about non-commercial issues, such as HIV/AIDS, political ideology, energy conservation and deforestation. Advertising, in its non-commercial guise, is a powerful educational tool capable of reaching and motivating large audiences. "Advertising justifies its existence when used in the public interestit is much too powerful a tool to use solely for commercial purposes." Attributed to Howard Gossage by David Ogilvy. Public service advertising, non-commercial advertising, public interest advertising, cause marketing, and social marketing are different terms for (or aspects of) the use of sophisticated advertising and marketing communications techniques (generally associated with commercial enterprise) on behalf of non-commercial, public interest issues and initiatives. In the United States, the granting of television and radio licenses by the FCC is contingent upon the station broadcasting a certain amount of public service advertising. To meet these requirements, many broadcast stations in America air the bulk of their required public service announcements during the late night or early morning when the smallest percentage of viewers are watching, leaving more day and prime time commercial slots available for highpaying advertisers. Public service advertising reached its height during World Wars I and II under the direction of more than one government. During WWII President Roosevelt commissioned the creation of The War Advertising Council (now known as the Ad Council) which is the nation's largest developer of PSA campaigns on behalf of government agencies and non-profit organizations, including the longest-running PSA campaign, Smokey Bear.

Research Motivation:

A multitude of companies today has already identified the need to create a loyal customer base and acknowledges that maintaining existing customers and extending business with them is significantly less expensive than acquiring new customers. Empirical proof of the proliferation of such customer loyalty efforts in the business world is e.g. provided in the form of loyalty programs, which many companies have installed during the past years. By engaging in efforts aimed at creating customer loyalty, which in turn fosters financial success in monetary terms firms react to increasing competitive challenges. Within research, the investigation of customer loyalty gained importance when the classic marketing paradigm with its instrumental and transactional orientation proved unsuitable in the context of longerterm business relationships. Instead, the relationship marketing approach, which is specifically concerned with the study of relational ex-changes, gained importance within research, serving as a conceptual foundation for the majority of customer loyalty researchers. The question of how loyalty develops has been subject to an abundance of research, leading to an expansive body of literature on loyalty determinants. The extant literature exploring different factors and their constituent effects on loyalty, however, reveals a strong focus on consumer goods and industrial equipment settings, while industrial services have received relatively little attention so far. In addition, the majority of articles incorporates merely a few potential determinants and thus fails to draw a comprehensive picture of the mechanisms of customer loyalty formation. Place: Akola. Just like other businesses, Advertising service providers are faced with increasing competitive pressure that urges them to concentrate not only on operational business processes, but also on an efficient and effective customer management. One way to meet this challenge of rapid growth and expansion, is to focus on establishing, maintaining, and developing relationships with customers. An often proposed driver of advertising outsourcing is the need to develop and maintain competitive advantage, Another important driver is the ongoing globalization, which several authors regard as the most important challenge that companies are facing.

Research goals:

As outlined in the preceding section, Advertising are confronted with diverse Management challenges that result from continuous growth, globalization, and Customer diversity. The aim of the present study therefore is to identify determinants of customer loyalty in relationships between Advertising and their customers by explicitly considering different characteristics and cultural contexts of such relationships. In this sense, the present research is positioned at the interface of marketing and Advertising and is intended to contribute not only to advertising research, but also to research in marketing, customer loyalty, and cultural studies. In order to address the concept of customer loyalty, it is important to understand the mechanisms underlying loyalty in advertising. On this basis, factors that can be surmised to determine customer loyalty in such relationships will be proposed and interdependencies between these factors will be identified. The resulting comprehensive explanatory model of customer loyalty will not only provide insights into the constitution of customer loyalty, but will also serve as the basis for subsequent analyses. Finally, this study will investigate in how far different relationship conditions influence the development of customer loyalty. For this purpose, important relationship characteristics will be identified and their moderating influences on the customer loyalty model will be examined. This will provide information on the robustness of the customer loyalty model versus relational contingencies and will suggest if it is necessary to differentiate customer loyalty efforts accordingly.

Advertising in India :

10.9%. There is a correlation between the economic growth rates of a country i.e. the nominal GDP growth rate, and growth rates of the advertising industry. The Indian advertising spends, as a percentage of GDP, is 0.34%, which lags behind other developed and developing countries During fiscal 2005, the gross advertising spend in India is estimated at Rs 111 billion, and is expected to grow at 14.2% to reach Rs. 127 billion by fiscal 2006 Customer Satisfaction Because radio is a real-time intrusive medium, they have to sit through the full length of any ads which are for irrelevant products. There was evidence of three sorts of memories:

Relevant:

This includes Ads which mentioned areas or names of specific interest, e.g. films, outlets selling favoured brands, concerts Vague/ non- relevant: This includes memories of ads for local garages, cars and insurance companies - little or no specific detail remembered. Sonic brand triggers: Much evidence of children's ability to pick up on musical Sonic brand Triggers (SBTs) and sing them out loud.

Customer Satisfaction in 7 Steps

1. Encourage Face-to-Face Dealings: This is the most daunting and downright scary part of interacting with a customer. If you're not used to this sort of thing it can be a pretty nerve-wracking experience. Rest assured, though, it does get easier over time. It's important to meet your customers face to face at least once or even twice during the course of a project. 2. Respond to Messages Promptly & Keep Your Clients Informed: This goes without saying really. We all know how annoying it is to wait days for a response to an email or phone call. It might not always be practical to deal with all customers' queries within the space of a few hours, but at least email or call them back and let them know you've received their message and you'll contact them about it as soon as possible. Even if you're not able to solve a problem right away, let the customer know you're working on it. 3. Be Friendly and Approachable: A fellow Site Pointer once told me that you can hear a smile through the phone. This is very true. It's very important to be friendly, courteous and to make your clients feel like you're their friend and you're there to help them out. There will be times when you want to beat your clients over the head repeatedly with a blunt object- it happens to all of us. It's vital that you keep a clear head, respond to your clients' wishes as best you can, and at all times remain polite and courteous.

4. Have a Clearly-Defined Customer Service Policy: This may not be too important when you're just starting out, but a clearly defined customer service policy is going to save you a lot of time and effort in the long run. If a customer has a problem, what should they do? If the first option doesn't work, then what? Should they contact different people for billing and technical enquiries? If they're not satisfied with any aspect of your customer service, who should they tell? There's nothing more annoying for a client than being passed from person to person, or not knowing who to turn to. Making sure they know exactly what to do at each stage of their enquiry should be of utmost importance. So make sure your customer service policy is present on your site -- and anywhere else it may be useful. 5. Attention to Detail (also known as 'The Little Niceties'): Have you ever received a Happy Birthday email or card from a company you were a client of? Have you ever had a personalized sign-up confirmation email for a service that you could tell was typed from scratch? These little niceties can be time consuming and aren't always cost effective, but remember to do them. Even if it's as small as sending a Happy Holidays email to all your customers, it's something. It shows you care; it shows there are real people on the other end of that screen or telephone; and most importantly, it makes the customer feel welcomed, wanted and valued. 6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them Out: Sometimes this is easier said than done! However, achieving this supreme level of understanding with your clients will do wonders for your working relationship. 7. Honour Your Promises: It's possible this is the most important point in this article. The simple message: when you promise something, deliver. Clients don't like to be disappointed. Sometimes, something may not get done, or you might miss a deadline through no fault of your own. Projects can be late, technology can fail and sub-contractors don't always deliver on time. In this case a quick apology and assurance it'll be ready ASAP wouldn't go a miss.

Customer Loyalty:
Obtaining a thorough understanding of customer loyalty is a prerequisite for the execution of the research at hand. For that, the development of customer loyalty research within the framework of relationship marketing will be presented first, before different customer loyalty concepts will be introduced. From these concepts, a definition of customer loyalty for use in this study will be derived, before both consequences and antecedents of customer loyalty will be portrayed.

Since the beginning of the 1990s, customer loyalty has gained importance both in relationship marketing research and in business. In business, this can be attributed to changing marketand competition-environments. Due to a shift from a sellers to a buyers market and because of an increasing degree of globalization, most industries find themselves confronted with new challenges. In a first phase, firms tried to face these challenges by focusing on their internal processes and organizational structures, trying to achieve cost reductions by concentrating on internal improvements. A second phase of external focus followed, where firms directed attention to their customers, trying to retain existing ones and to win over new ones (churning). Since acquiring new customers is much more expensive than keeping them. And loyal customers are the bedrock of any business. A loyal customer base represents a barrier to entry, a basis for a price premium, time to respond to competitor innovations, and a bulwark against deleterious price competition. Loyalty is critical to brand volume, is highly correlated to market share, and can be used as the basis of predicting future market share; consequently, understanding loyalty appears critical to any meaningful analysis of marketing strategy. In marketing research, two trends mark the development of customer loyalty. While individual transactions initially were in the centre of marketing research, the focus shifted towards analyzing relationships states that the traditional marketing concept of the marketing mix with its 4 Ps, developed in the middle of the last century, had been the established approach until the 1990s. This approach, how-ever, focuses solely on transactions, a deficit tackled by the relationship marketing approach. At the core of it is the study of relationships between buyers and sellers of goods or services, in contrast to merely examining transactions. An often cited and comprehensive definition of relationship marketing is provided Relationship marketing refers to all marketing activities directed toward establishing, developing, and maintaining successful relational exchanges. Therefore, the relationship marketing approach provides a suitable environment in which customer loyalty research can be nested. While the development of relationship marketing began in the early 1970s, it was not until the late 1980s that works from the Nordic School of Services. Initiated a paradigm shift that geared marketing towards the creation, conservation, and extension of buyer-seller relationships. Although relationship marketing today is widely accepted among marketing researchers, its promoters do not postulate the replacement of the transactional approach, but rather juxtapose the two approaches. For example, delineates a strategy continuum, in which different goods require different degrees of transaction- and relationship-based marketing strategies. As a result of the focus on relationships in marketing research, customer loyalty gained importance within research. Before determining which stream the present study can be associated with, however, it is important to create a clear understanding of different customer loyalty concepts prevalent in research. This will be accomplished in the following section.

Customer Loyalty Concepts:

Reviewing research, it becomes obvious that the notion of customer loyalty is blurred. At its core, customer loyalty deals with relationships between suppliers and their customers and can be distinguished from other loyalty aspects, such as brand loyalty, which refer to a more abstract attachment, such as that towards a brand. Within German customer loyalty literature, the notion of customer loyalty is even more faceted, encompasses both customer loyalty and customer retention distinguishes an active, supplier-focused component and a passive, customer focused component of customer loyalty. In the supplier-focused perspective, customer loyalty is seen as a bundle of measures that aim at improving relationships with customers. The supplier is in the centre of attention and the customer is only regarded as the factor at which success of customer loyalty becomes manifest. Here it becomes clear that this approach contains a conceptual deficit. It is the customer who eventually decides on whether customer loyalty management is successful or not, because all activities undertaken by a supplier can only be geared at influencing customers to be loyal. A customer-focused perspective therefore has to be added to evaluate the success of customer loyalty management. Within the customer-focused perspective, customer loyalty is conceptualized taking into account customers complex characteristics. These can either be approached as customers directly observable actions and/or take into account their attitudes and intentions. Since customers actions are directly influenced by their attitudes and intentions, it is obvious that these have to be scrutinized to understand and manage loyalty. A third perspective is a synthesis of the former two approaches. The relationship-focused perspective directly examines the relationship between suppliers and customers. Accordingly, the objects of study in this perspective usually are buying behaviour in retail contexts and long-term relationships marked by frequent interaction between suppliers and buyers in industrial contexts. It is clear that the supplier-focused perspective with its instrumental approach is significantly different from the other two approaches. Distinguishing the customer and the relationshipfocused perspective, however, is difficult, because both focus on the customer.

Determinants of Customer Loyalty:

In order to be able to gear marketing activities towards the creation of customer loyalty, its determinants and their precise effects have to be known. Accordingly, many researchers have investigated this topic. In order to gain a overview of the determinants identified in these works, they can be structured in there dimensions: (1) Company-related determinants refer to the supplier itself or to the goods or services offered. It is a prerequisite for the existence of customer loyalty that the offered goods or services create utility for the customer and that they are available. In this respect, an assessment is usually performed by examining quality. In order to evaluate the price-performance ratio, customers will pay attention to prices. Customer loyalty will also be influenced by the reputation a company has and ultimately by customer loyalty programs offered.

(2) Relationship-related determinants play a significant role in long-term relationships. Factors regarding the interaction between supplier and customer, such as relationship quality, previous experiences, and trust are important. Commitment, which provides evidence of emotional closeness and moral or normative feelings of obligation, takes a central role in relationships. Specificity and dependence can lead to economic, psychological and social switching barriers. (3) Customer-related determinants are mainly influenced by customers characteristics.

In this respect, affect and involvement, and consequently also the importance of the good or service to the customer, are important. In addition to the above delineated areas, the effects of the market environment and competition are researched, as is the link between satisfaction and loyalty, which plays an important role in the research of customer loyalty and is often placed in one of the three dimensions. However, as most other determinants influence satisfaction, it cannot be clearly separated and should therefore be listed as a distinct category.

COMPANY PROFILE:

HISTORY:-

ASHOO ADVERTISER is a firm which was formed by Mr. Shyam. V. Sarbhukan. The firm was established on 12 Oct 1994 by Mr. Shyam. The owner of this firm is working in the Newspaper field from 30-35 years so he got the idea of opening his own firm and start on the business of Advertising on his own. The Co. got various Awards from DESHNOTTI, LOKMAT as a best advertising agency in Akola. When the company was started in 1994-95 the turnover of the Co. was just Rs.1 lakh only. Current scenario of the firm is that it is leading firm in Akola in Advertising field, Especially in Radio city 91.1 fm & many more newspapers too on local levels. The company is situated at Durga chowk in Wakharkar complex, Shop no 5 first floor, Akola. When the co. started its turnover was 1 lakh Rs. Only & now its reached to 1 crore 10 lakh ie; the progressive rate is 10-20%. Advertising rates depends upon newspapers fixed rates ie; in local market 20% & out of district 10%-15%. Business runs on behalf of newspapers only & on commission based on newspaper. And this firm is the only firm in Akola who advertises in radio city 91.1.

Process:

The process is very simple which is done after the discussion with the customers the rough script is created & then only the original print is prepared by using various medias, techniques, and creativity.

Core competitors:

a) Prasar Madhayma. b) quick ads. c) media advtg etc.

Regular customer;

a)School ,college. b)political parties. c)cloth merchants.

Establishment of the firm; 1994-95. Customer relationship base; fulfilment of all their necessary requirements on time according to reasonable rates & etc. Various Ways of advertising;

a)newspaper. b) radio city 91.1. c)city channels in local areas.

Idea generation;

as the owner himself is working in DESHNOTTI newspaper so he got the motivation from their itself.

Type of organisation; Proprietorship firm. No of employees; 10 Different kind of products to advertising in various media; creativity and idea generation using various multimedia. Powerful advertising; newspaper, print media.

Mode of Advertising:

(Types of advertising)

An Advertisement for a diner. Such signs are common on storefronts.

Paying people to hold signs is one of the oldest forms of advertising, as with this Human billboard pictured above

A bus with an advertisement for GAP in Singapore. Buses and other vehicles are popular media for advertisers.

A DBAG Class 101 with UNICEF ads at Ingolstadt main railway station.

Virtually any medium can be used for advertising. Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popup, skywriting, bus stop benches, human billboards, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes ("logo jets"), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets, shopping cart handles (grabertising), the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a medium is advertising.

Digital advertising:

Television advertising / Music in advertising: The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual Super Bowl football game in the United States is known as the most prominent advertising event on television. The average cost of a single thirty-second

TV spot during this game has reached US$3 million (as of 2009). The majority of television commercials feature a song or jingle that listeners soon relate to the product. Virtual advertisements may be inserted into regular television programming through computer graphics. It is typically inserted into otherwise blank backdrops] or used to replace local billboards that are not relevant to the remote broadcast audience.] More controversially, virtual billboards may be inserted into the background] where none exist in real-life. This technique is especially used in televised sporting events. Virtual product placement is also possible. Infomercials: An infomercial is a long-format television commercial, typically five minutes or longer. The word "infomercial" combining the words "information" & "commercial". The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals.

Radio advertising:
Radio advertising is a form of advertising via the medium of radio. Radio advertisements are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage. Radio is an expanding medium that can be found not only on air, but also online. According to Arbitral, radio has approximately 241.6 million weekly listeners, or more than 93 percent of the U.S. population.

Online advertising:
Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Online ads are delivered by an ad server. Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in text ads, Rich media Ads, Social network advertising, online classified advertising , advertising networks and e- mail , including e-mail spam.

Product placements:
Covert advertising, also known as guerrilla advertising, is when a product or brand is embedded in entertainment and media. For example, in a film, the main character can use an item or other of a definite brand, as in the movie minority report, where Tom Cruise's character John Anderson owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgaria logo. Another example of advertising in film is in I, Robot, where main character played by Will Smith mentions his Converse shoes several times, calling them "classics," because the film is set far in the future. I, Robot and Space balls also showcase futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac cars were used. Similarly, product placement for Omega Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James Bond films, most notably Casino Royale. In "Fantastic Four: Rise of the Silver Surfer", the main transport vehicle shows a large Dodge logo on the front. Blade Runner includes some of the most obvious product placement; the whole film stops to show a CocaCola billboard.

Physical advertising:

Press advertising:
Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encompasses everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics. A form of press advertising is classified advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service. Another form of press advertising is the Display Ad, which is a larger ad (can include art) that typically run in an article section of a newspaper.

Billboard advertising:
Billboards are large structures located in public places which display advertisements to passing pedestrians and motorists. Most often, they are located on main roads with a large amount of passing motor and pedestrian traffic; however, they can be placed in any location with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums.

The RedEye newspaper advertised to its target market at North Avenue Beach with a sailboat billboard on Lake Michigan.

Mobile billboard advertising:

Mobile billboards are generally vehicle mounted billboards or digital screens. These can be on dedicated vehicles built solely for carrying advertisements along routes preselected by clients, they can also be specially equipped cargo trucks or, in some cases, large banners strewn from planes. The billboards are often lighted; some being backlit, and others employing spotlights. Some billboard displays are static, while others change; for example, continuously or periodically rotating among a set of advertisements. Mobile displays are used for various situations in metropolitan areas throughout the world, including: Target advertising, One-day, and long-term campaigns, Conventions, Sporting events, Store openings and similar promotional events, and Big advertisements from smaller companies.

In-store advertising:
In-store advertising is any advertisement placed in a retail store. It includes placement of a product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters (aka POPPoint Of Purchase display), eye-catching displays promoting a specific product, and advertisements in such places as shopping carts and in-store video displays.

Coffee cup advertising:

Coffee cup advertising is any advertisement placed upon a coffee cup that is distributed out of an office, caf, or drive-through coffee shop. This form of advertising was first popularized in Australia, and has begun growing in popularity in the United States, India, and parts of the Middle East.

Street advertising:
This type of advertising first came to prominence in the UK by Street Advertising Services to create outdoor advertising on street furniture and pavements. Working with products such as Reverse Graffiti and 3d pavement advertising, the media became an affordable and effective tool for getting brand messages out into public spaces.

Celebrity branding:
This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or products. Advertisers often advertise their products, for example, when celebrities share their favorite products or wear clothes by specific brands or designers. Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products. The use of celebrities to endorse a brand can have its downsides, however. One mistake by a celebrity can be detrimental to the public relations of a brand. For example, following his performance of eight gold medals at the 2008 Olympic Games in Beijing, China, swimmer Michael Phelps' contract with Kellogg's was terminated, as Kellogg's did not want to associate with him after he was photographed smoking marijuana.

Online advertising:
Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in text ads, Rich media Ads, Social network advertising, online classified advertising, advertising networks and e- mail marketing, including e-mail spam.

nternational gateways:
o Chennai o Mumbai, o Delhi,

:
o Kolkata, o Chennai, o Bangalore, o Hyderabad, o Pune, o Salem, o Ambala, o Gauwhati, o Ahmedabad, o Nagpur.

Some Basic Technical Knowledge

Royalties; Cost - Aspect A Licencee pays Rs. 6000/- per hour. Add Rs. 1,500/- for the music. Add Rs. 3,000/- for the technology, salaries and other expenses. An hour long show thus costs Rs. 10,500. 10 - Minutes have been set aside for advertising. One minute is reserved out of 10 minutes for social awareness advertising. Thus, advertising time available for sale is 9 - minutes. In other words, 18 advertisements each of 30 seconds can be accommodate in an hour. Studio hiring costs are between Rs. 500 - Rs. 1000 an hour. The total expenses are thus Rs. 12,500 to Rs. 13,000 per hour.

REVIEW OF LITERATURE

Advertising:
After having presented the necessary fundamentals of customer loyalty in the preceding section, this section will elaborate on the reference point of the research project, i.e. Advertising For that, the first section will present different views on Advertising and lay the notional basis for the understanding of Advertising embraced in this study. As relationships between Advertising service providers and their customers are to be analyzed, the Advertising outsourcing phenomenon will be detailed, before taxonomy of Advertising service providers is provided.

Nature of Advertising:
Advertising is a paid form of mass communication which is aimed at promoting ideas, goods or services by an identified sponsor. It is also non- personal communication. It is most economical method of communication of ideas, goods and services because it reaches a large number of people and hence cost per message is low. In India, advertising is growing business today and is gaining importance day- by -day. In our country, only recently advertising was accepeted as a potent and recognized means of sales and promotion.

Advertising (Meaning): Advertising is a mass paid communication, the ultimate purpose of which is to impart information, develop attitudes and induce action beneficial to the advertiser (generally the sale of the product or service) Advertising is a mass communication of information intended to persuade buyers so as to maximize profits. i)Webster says, Advertising is to give public notice or to announce publicity. ii) According to Gardner, It is means of mass selling that has grown parallel with and has been made necessary by mass production. Form the above definition it is cleared that: a) It is paid form: When products or services are mentioned favourably in the media newspapers, magazines, radio or television- the item appears because it is presumed to provide information or entertainment to the audience. This is publicity and no payment is made by benefited organisation. Advertising on other hand, is published or broadcast because the advertiser has purchased time or space to tell the story of certain product or service. b) Non personal presentation: Personal selling takes place when a personal face to face presentation is made. Although advertising complements or may substitute for personal selling. It is done in a non- personal manner through intermediaries or media. c)Ideas, goods and services: From the phrase we can see that advertising is concerned with much more than promotion of tangible goods. In recent years, the U.S. has been characterized as a service economy and banks, insurance companies, airlines , resorts, restaurants and dry cleaners advertise as aggressively as do the makers of automobiles, detergents or beer. Although most advertising is designed to help sell goods and services. It is being used increasingly to further public interest goals.

Elements of Advertising :
On the basis of various definition as given above, it may be stated that advertising possesses certain basic elements such as: a) It is a mass non- personal communication reaching large group of buyers. b) It is a matter of record, giving information for the benefit of the buyers. c) It persuades the buyers to purchase the goods advertised. d) The ultimate objective of advertising is to maximum net profit in long- run.

THEORETICAL FRAMEWORK

Social Exchange Theory: Social exchange theory deals with the relational interdependence, or relational contract, that develops over time through the interactions of the ex-change partners. While this concept has only entered marketing theory in the 1980s, the discussion goes as far back as to the Greek philosopher Aristotle, who distinguished social exchange from economic exchange in his Nicomachean Ethics. Later, sociologists such as Blau and Emerson, as well as social psychologists such as Thibaut and Kelley worked on the concept of social exchange.On the basis of a thorough investigation of social exchange literature, Lambe, Wittmann, and Spekman summarize the following four foundational premises of social exchange theory, which will be detailed below:

change alternatives to determine dependence on the exchange relationship

and their commitment to the exchange relationship, and uce relational exchange norms that govern the exchange relationship.

In contrast to pure economic theories, social exchange theory thus incorporates both economic and social outcomes, highlighting the fact that social as well as economic considerations are made when evaluating the value of relationships. This value results from an assessment of both utilities and costs of a relationship, and parties will choose to uphold a relationship as long as the cost-utility-ratio is satisfactory. The exact composition of utilities and costs varies from individual to individual, and more emphasis may be put on either social or economic aspects. When appraising the value of a relationship, parties will not only consider current and past costs and utilities, but also potential future benefits, and may forego present benefits for benefits in the future. Therefore, an important factor in social exchange theory is trust, which results from multiple and beneficial interactions over time. Only if the trading partner is trusted, will one be willing to reciprocate the abdication of cur-rent benefits for future benefits. Another important aspect of social exchange theory is commitment, which is fostered by trust. This causal relationship between trust and commitment is based on the principle of generalized reciprocity, because commitment entails vulnerability and parties will seek only trustworthy partners. Social exchange theorys foundational premises indicate that relation-ships are not only governed by contracts, but also by norms, which develop as a consequence of repeated interaction and increase the efficiency of relationships because by agreeing to the manner in which interactions take place, the degree of uncertainty may be reduced. As with trust, norms are adhered to because rewards are expected. While social exchange theory can be very useful conceptually, it is mainly criticized for its lack of empirical foundation. Factors such as commitment and trust should be able to substitute (at least in part) contractual governance structures, but this cannot be confirmed empirically. Presumably, this is attributable to social exchange theorys neglect of opportunism.

Equity Theory:
Equity theory represents an extension of social exchange theory by adding the aspect of fairness. While the concept dates back to Homans, equity theory was primarily coined by Adams. At that time referred to as theory of inequity, it was introduced to explain wage inequities. The basic assumption underlying equity theory is that each party in a relationship compares its input-output-ratio to that of the other party. Analogous to social exchange theory, social as well as economic considerations are incorporated in the evaluation of fairness.

In case the ratio is balanced, the perception of being fairly treated is conveyed. Otherwise, one feels unfairly treated, arousing distress for both the over-benefited and the under-

benefited parties, which may lead to emotional and behavioural consequences. In order to recreate fairness, parties can change their inputs, adjust their expectations, influence the other party, or terminate the relationship. As in social exchange theory, the input-output-ratios of the involved parties do not have to be in balance at any given time. Instead, parties must trust that outcomes be split equitably in the long-run.

Commitment Trust Theory: Morgan and Hunt in 1994 first introduced commitment trust theory in their article on successful relationship marketing. According to them, commitment and trust function as key mediating variables between five antecedents (relationship termination costs, relationship benefits, shared values, and opportunistic behaviour) and five outcomes (acquiescence, propensity to leave, cooperation, functional conflict, and decision-making uncertainty). By highlighting commitment and trust, Morgan and Hunts theory is based on the fundamental ideas of social exchange theory. At the same time, one of the major deficits of social exchange theory is addressed by allowing for opportunistic behaviour. Considerations by Morgan and Hunt were spurred by a shift in marketing research and practice away from a mere transactional focus towards the relationship marketing approach, according to which all marketing activities are supposed to establish, develop, and maintain successful relational exchanges. While Morgan and Hunt ac-knowledge that many contextual factors determine the success or failure of relationship marketing efforts, commitment and trust are seen as key, be-cause they can establish relational governance norms. As such, commitment and trust can encourage cooperative behaviour aimed at preserving relationship investments, mitigate the risk of choosing attractive short-term alternatives despite of expected long-term benefits with existing exchange partners, and can make highrisk actions appear more attractive, because exchange partners are not feared to act opportunistically. Therefore, when both commitment and trust not just one or the other are present, they produce outcomes that promote efficiency, productivity, and effectiveness. The six key factors that influence customer loyalty According to Peter Clark, co-editor of The Wise Marketer and co-author of The Loyalty Guide report series; there are six major factors that play key roles in influencing the loyalty and commitment of customers:

Core offering

Satisfaction

Factors
Demographic Elasticity level

Influencing Loyalty

The market place

Share of wallet

Figure 1: Factors that influence customer loyalty

Research Methodology :

Objective of the study:

A study on customer level of satisfaction in towards ASHOO ADVERTISER. To identify the loyalty of customer towards ASHOO ADVERTISER. To measure the specific reasons for satisfaction and dissatisfaction in with ASHOO ADVERTISER. To identify the recommendations of ASHOO ADVERTISER. to others by existing loyal customers.

Primary Research:

The aim of primary research was to understand radio advertising as it is seen in the corporate world. To understand this I have taken two interview from different fields. Mr. Shyam.V.Sarbhukan. who is currently working in Deshonnati who helped me understand what all goes into the making of a radio advertisement. The mode of interview used was an informal one where he answered my questions on one to one basis. Primary research is done direct basis because the firm is so famous in the typical local market so no need to collect any data because the customers directly steps in the office for the particular advertisement purpose.

Secondary Research:

It was also undertaken to understand how radio advertising is done and what are the requirement of the various customers. Secondary research is done through various customers who have already came for the advertisement of their own product or own purpose.

Scope of the study:

Scope of the study mainly to know the current level of customer satisfaction. Scope of the study mainly to know the loyalty of the customer towards the company. To give suggestion regarding improvement of performance standard of the Company. To inform the management about current level. Limitations of the study. Time limit restricts detailed survey work for this particular topic of Research. The survey is restricted to the customers of ASHOO ADVERTISER who are involved in imports. Some customers have lack of time, so they may not communicate properly.

Limitations of the study:

Time limit restricts detailed survey work for this particular topic of research The survey is restricted to the customers of ASHOO ADVERTISER who are involved in imports. Some customers have lack of time, so they may not communicate properly.

Research design:
Research design facilitate the smooth flow of the various research operations, thus by making research as efficient as possible yielding maximum information with minimum expenditure of effort, with a view to achieve the objectives of study. A relevant questionnaire was prepared and circulated among the number of people which fall under the sample. This questionnaire formed the basis for the views on each of the points raised in the question. The objective of the study has been achieved by using both Primary and Secondary Datas. The datas obtained for the study was primarily from field investigation carried out among the customers of Ashoo advertiser .

Sampling: Sample:
A part of a population, or subset from a set of units, which is provided by some process or other, usually by deliberate selection with the object of investigating the properties of the parent population or set.

Steps in sample design: Sample Universe:

The first step in developing sample design is to clearly define the set of objects, technically called the Universe, to be studied. The Universe may be finite or Infinite.

Sampling unit:
Sampling unit may be a geographical one such as state, district, village etc. The researcher has to decide one or more of such units that he has to select for his study.

Source list:
It is also known as sampling frame from which sample is to be drawn. It contains the name of all items of Universe. If source list is not available, researcher has to prepare it. Such a list should be comprehensive, correct, reliable and appropriate.

Size of sample:
This refers to the number of items to be selected from the Universe to constitute a sample. The size of sample should neither be excessively large nor be too small. It should be optimum. The optimum sample is one which fulfils the requirement of efficiency, representativeness, reliability and flexibility.

Types of sampling:
There are two broad categories of sample design. i) PROBABILITY SAMPLE ii) NON PROBABILITY SAMPLE Within those broad categories, there are a number of sample designs like random sampling, quota sampling, judgment sampling etc.

Scaling techniques:
When the concepts to be measured are complex and abstract and we do not possess the standardize measurement tools as measuring attitude and opinions, we face the problem of their valid measurement, and then we go for scaling techniques.

Techniques:

Rating scale:
The rating scale involves qualitative description of a limited number of aspects of a thing or of traits of person. When we use rating scales, we judge an object in absolute terms against some specified criteria i.e. we judge properties of objects without reference to other similar objects. These ratings may be in such a forms as like-dislike, above average, average below average or other classification with more categories such as always- oftenoccasionally-rarely-never, like very much-like somewhat-neutral-dislike somewhat-dislike very much and so on.

Method of Rank Order

In this method of comparative scaling, the respondents are asked to rank their choices. This method is quite easier and faster than other methods. Use: As customer satisfaction cannot be measured in quantity or in quantity or in number so I have used rating scale in the forms like highly satisfied-satisfied-neither satisfied nor dissatisfieddissatisfied-highly dissatisfied, etc. On the other hand to find out the criteria of preference, I have given some parameters to rank order in which customized service, service, delivery, cost effectiveness and geographical feasibility were some parameter. Sample design is a definite plan for obtaining a sample from a given population. It refers to the technique or the procedure the researcher would adopt in selecting items for samples. Samples are studied for the population who are the customers of Ashoo advertiser Research design is needed because it facilitates the smooth railing of the various research operations thereby making research as effective as possible yielding maximal information with minimal expenditure of effort, time and money.

Sample Size:
The Customers, to whom ASHOO ADVERTISER provides service is taken into consideration. The sample size is 40. Primary Data Primary data was collected through Online Survey http://customerloyalty.surveyconsole.com/

Survey Research:

Survey research as name suggests, is distinguished by the facts that the data are collected from the people who are thought to have the desired information, through questionnaire. Questionnaire was posted over the internet and sent to the respective customers in order to collect information related to the topic. The questionnaires so designed for this purpose were structured.

Secondary Data:
Secondary data was collected through company websites and records. And analysis on various aspects has been done using different statistical techniques.

The methods followed for the analysis and interpretation of data are: Weighted Average Method: Uni variate Percentage Analysis:

Weighted Average Method: This method is a used when the relative importance of the different items is not the same. The term weighted stands for the relative importance of the different items. It is assumed that inventory costs should be assigned on the basis of average costs of identical units. An average cost unit is determined by dividing the total costs of the units by the number of units. The weighted average method is logical when assigning costs to units that become mixed together, there by making separate identification difficult or impossible. The formula is: __ WX X= W Where;

X = Weighted Arithmetic mean X = Frequency or no of response dents W = Weighted allotted to each factor

Univariate Percentage Analysis: Percentage refers to a special kind of ratio. It is used to make comparison between two or more series of data. They can be used to compare the relative items, the distribution of two or more series of data, since the percentages reduces every thing to a common base and there by allow meaningful comparisons to be made. Here only one factor is considered.

NO OF RESPONDENTS PERCENTAGE = TOTAL RESPONDENTS x 100

DATA ANALYSIS & INTERPRETATION

Customers overall experience to accessibility and responses of ASHOO ADVERTISER representative through Telephone.

OPTIONS

RESPONDENTS

PERCENTAGE

Excellent

20%

Very Good

20%

Good

16

40%

Fair

20%

Total

40

100%

Table 1

Interpretation:
20 % of the customers responded that their overall experience to accessibility and responses through Telephone is Excellent. Next 20 % says it is very good. Good being awarded by 40 % of the customer. Final 20 % is not so satisfied so they said that the service is fair.

20%

20% Excellent Very Good Good Fair

20% 40%

Figure - 2

(Chart showing Customers overall experience to accessibility and responses of ASHOO ADVERTISER representative through Telephone)

Customers overall experience to accessibility and responses of ASHOO ADVERTISER representative through E-mail.

OPTIONS

RESPONDENTS

PERCENTAGE

Excellent

20%

Very Good

20%

Good

20%

Fair

16

40%

Total

40

100%

Table - 2

Interpretation:

20 % of the customers responded that their overall experience to accessibility and responses through E-mail is Excellent. Next 20 % says it is very good. Good being awarded by 40 % of the customer. Final 20 % is not so satisfied so they said that the service is fair.

Chart showing Customer Satisfaction level with ASHOO ADVERTISER

20% 40% 20% Exellent Very Good Good Fair

20%

Figure - 3

(Chart showing Customers overall experience to accessibility and responses of ASHOO ADVERTISER representative through E-mail)

Clearance representative ability to help customer issue/need.

OPTIONS

RESPONDENTS

PERCENTAGE

Excellent

10

25%

Very Good

10

25%

Good

10

25%

Fair

10

25%

Total

40

100%

Table 3

Interpretation:
25 % of the customers responded that their overall experience to ability to help resolve issue or need is Excellent. Next 25 % says it is very good. Good being awarded by 25 % of the customer. 25 % is somewhat satisfied so they said that the service is fair.

25%

25% Exellent Very Good Good Fair

25%

25%

Figure - 4

(Chart showing Clearance representative ability to help customer issue/need)

Customers Overall experience with ASHOO ADVERTISER Clearance Department

OPTIONS

RESPONDENTS

PERCENTAGE

Excellent

10

25%

Very Good

12

30%

Good

12

30%

Fair

15%

Total

40

100%

Table - 4

Interpretation:

25 % of the customers responded that their overall experience with ASHOO ADVERTISER clearance department is Excellent. Next 30 % says it is very good. Good being awarded by 30 % of the customer. 15% is somewhat satisfied so they said that the service is fair.

15% 25% Exellent Very Good 30% 30% Good Fair

Figure - 5

(Chart showing Customer Satisfaction level with ASHOO ADVERTISER).

Customer Responses or Reasons for satisfaction with ASHOO ADVERTISER.

Less transit time. Advance furnishing of documents. Keeping customer fully informed. Timely clearance.

Interpretation:

Various reasons are given by customers for satisfaction like less transit time. Advance furnishing of documents, keeping customer fully informed. Timely clearance,etc.

Customer Responses or Reasons for Dissatisfaction with ASHOO ADVERTISER.

Original Bill of Entry getting only after 3 days after our follow up. In some of the instances your response is not proper. Commitment not met in several cases

Interpretation:

Various reasons are given by customers for dissatisfaction. The company need more focused approach for satisfying the customers.

Recommend ASHOO ADVERTISER express to others.

OPTIONS

RESPONDENTS

PERCENTAGE

YES

30

75%

NO

10

25%

Total

40

100%

Table - 5

Interpretation:

75 % of the customer responded in favour of recommending ASHOO ADVERTISER to others. On the other hand 25% of the people say No to recommend ASHOO ADVERTISER to others.

Recommendation Ashoo Advertiser Express to others

25% Yes No 75%

Figure - 6

(Chart showing status of loyalty towards ASHOO ADVERTISER has grown stronger)

ASHOO ADVERTISER Values people & Relationships ahead of Short-term goals.

OPTIONS

RESPONDENTS

PERCENTAGE

YES

25

62.5%

NO

15

37.5%

Total

40

100%

Table - 6

Interpretation:

62.5 % of the customer responded in favour that ASHOO ADVERTISER Values people & Relationships ahead of Short-term goals. On the other hand 37.5% of the people say No that ASHOO ADVERTISER do not Values people & Relationships ahead of Short-term goals.

Recommendation Ashoo Advertiser Express to others

37% 63%

Yes No

Figure 7

(Chart showing ASHOO ADVERTISER Values people & Relationships ahead of Short-term goals)

FINDINGS

and responses through Telephone is Excellent. Next 20 % says it is very good. Good being awarded by 40 % of the customer. Final 20 % is not so satisfied so they said that the service is fair. and responses through E-mail is Excellent. Next 20 % says it is very good. Good being awarded by 40 % of the customer. Final 20 % is not so satisfied so they said that the service is fair. resolve issue or need is Excellent. Next 21 % says it is very good. Good being awarded by 28 % of the customer. 24 % is somewhat satisfied so they said that the service is fair. 9 % is not satisfied with the service. heir overall experience with ASHOO ADVERTISER clearance department is Excellent. Next 19 % says it is very good. Good being awarded by 18 % of the customer. 38% is somewhat satisfied so they said that the service is fair. 5 % is not satisfied with the service. heir overall experience with ASHOO ADVERTISER clearance department is Excellent. Next 31 % says it is very good. Good being awarded by 50 % of the customer. 5 % is somewhat satisfied so they said that the service is fair. 3 % is not satisfied with the service. service. Next 25 % they are satisfied. Neutral is 22 % of the customer. 23 % is somewhat satisfied so they said that the service is fair. 3 % is not satisfied with the service. of the customer responded in favour of recommending ASHOO ADVERTISER to others. On the other hand 36 % of the people say No to recommend ASHOO ADVERTISER to others.

25 % of the customer responded in favour that loyalty towards ASHOO ADVERTISER has grown stronger. On the other hand 75 % of the people say No that loyalty towards ASHOO ADVERTISER has not grown stronger. 62.5 % of the customer responded in favour that ASHOO ADVERTISER Values people & Relationships ahead of Short-term goals. On the other hand 37.5 % of the people say No that ASHOO ADVERTISER do not Values people & Relationships ahead of Short-term goals.

SUGGESTIONS

card for a tune up, or a holiday greeting card, reach out to your steady customers. staff to do the same. Customers remember being treated well. employees, they will feel positively about their jobs and pass that loyalty along to your customers. interact with customers. Empower employees to make decisions that benefit the customer. instance, because children outgrow shoes quickly, the owner of a childrens shoe store might offer a card that makes the tenth pair of shoes half price. Likewise, a dentist may give a free cleaning to anyone who has seen him regularly for five years. items in stock. Add other products and/or services that accompany or compliment the products that your regular customers buy regularly. And make sure that your staff understands everything they can about your products. Wednesday. Be reliable. If something goes wrong, let customers know immediately and compensate them for their inconvenience. ability. Excuses such as "That's our policy" will lose more customers then setting the store on fire..

le over Technology. The harder it is for a customer to speak to a human being when he or she has a problem, the less likely it is that you will see that customer again. Cheers? Get to know the names of regular customers or at least recognize their faces.

CONCLUSIONS:

In addition to suggestions and findings, this study also provides several scopes for further research, which will be addressed in the following paragraphs:

(1) While the customer loyalty model validated in this study possesses good power for explaining repurchase intentions and referral behaviour, only partial explanation of the construct of additional purchase intentions is achieved. As stated before, factors not contained in the model such as strategic outsourcing considerations can be assumed to affect the intention of customers to outsource additional advertising activities. For this reason, future studies should explore additional determinants of this loyalty dimension. (2) Measurement model assessment revealed that the operationalization of fairness in this study does not achieve sufficient discriminance from other constructs, especially from trust and relational satisfaction. As there is a strong theoretical indication that fairness is important in customer loyalty considerations, further studies should modify fair-ness measurement model, e.g. by more strongly recurring to the concept of inequity. (3) Within this study, four relational characteristics were examined. In addition, analyses were conducted for a multitude of other contingency factors that are not included in the present study. Overall, however, no conclusive moderations were identified. Nevertheless, it may be assumed that customer diversity still has moderating effects on the formation of customer loyalty.

ASHOO ADVERTISER Customer Satisfaction & Loyalty Survey

accessibility and responses (of DHL representative) through phone and email:

1) Excellent 2) Very Good 3) Good 4) Fair 5) Poor

resolve Your issue/need?

1) Excellent 2) Very Good 3) Good 4) Fair 5) Poor

Helpfulness? 1) Excellent 2) Very Good 3) Good 4) Fair 5) Poor

would you rate your overall experience:

1) Excellent 2) Very Good 3) Good 4) Fair 5) Poor

Extremely Dissatisfied and 5 represents Extremely Satisfied. How would you rate your level of satisfaction with ASHOO ADVERTISER.

1 2 3 4 5

What specifically are you SATISFIED with ASHOO ADVERTISER. Enter your response below: { E.g., - Safety & security, Excellent tracking, Less transit time }

What specifically are you DISSATISFIED with ASHOO ADVERTISER. Enter your response below: {E.g, - Commitment not met. etc.}

ASHOO ADVERTISER to others? The chances are:

1) Excellent 2) Very Good 3) Good 4) Fair 5) Poor

More than 10 years

7 to 10 years 5 to 7 years 3 to 5 years Less than 3 years

Please list top 3 reasons, initially becoming a member of ASHOO ADVERTISER in order of importance:

Please rate your level of agreement with the following statements. In scale of 1 to 5, where 1 represents Completely Disagree , 3 represents Neutral and 5 being Completely Agree I believe the company, ASHOO ADVERTISER deserves my loyalty: Over the past years, my loyalty to the company, ASHOO ADVERTISER has grown stronger:

ASHOO ADVERTISER Values people & Relationships ahead of Short-term goals:

12345 12345 12345 * Suggestions ( if any) Thanks for your valuable feedback.

BIBLIOGRAPHY

Books: Kothari The Loyalty Guide report series - Peter Clark Philip Kotler

Websites: www.google.com