CRM Practices in MSME Sector-A Case Study of AMITEC, Jamshedpur

Author:Suresh Chandra Bihari1*, Ritesh Agarwal2

Abstract:
In this research the focus is to analyse and understand the various factors which affect the Satisfaction level of the customers and to determine which factors have the good effect on the satisfaction level so that the Customer Relationship Management initiatives by the company can be evolved around them. For the research a questionnaire was designed by doing a secondary research on the various contact points of the company with its customers and responses were taken randomly from the members of the top 3 industries that the company serves, which contribute the maximum to its revenue and are of strategic importance for future expansion plans and the attainment of the objectives of the company in the long run. The analysis was done on 14 variables which were identified into three different factors namely: • Service given by the executives and quality of panels • Product range • Raw Materials used Which contained 10 out of the 14 factors within them, then a regression analysis of the three factors was done with the dependent variable i.e. the overall satisfaction level of the customers, which showed that the first factor ‘Service given by the executives and quality of panels’ had the highest beta value of 0.856 and therefore had the highest effect on the satisfaction level of the customers, the factor ‘Raw materials used’ was found to be insignificant. The survey also showed that the customer gave first preference to High quality, then to Low price, after that Fast delivery and lastly to variety; in the trade-off matrix. According to this research; it is recommended for AMITEC that they should emphasize upon the training of there marketing executives and also on the overall quality of the panels manufactured as they tend to have the largest effect on the satisfaction level of the customers, also the company will be in the safest position if it decides to trade-off Variety to emphasize on the other factors as that has been given the lowest preference by the customers.

Keywords:Key Words: Satisfaction Level, Trade off, Progressive Organization, Eigen Value, Outstripped Demand, Mass Marketing.

DOI:

International Journal of Trade & Commerce (Vol: 2 Issue:2)