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Abstract
Customer satisfaction analysis evaluates customers attitude and perception towards product of a company. Bata Shoe Company, the largest footwear manufacturer and marketer in Bangladesh conducts an assessment of customers satisfaction in a regular interval. The purpose of this study is to measure the satisfaction level of the customers of the company. Due to the entrance of new competitors, this assessment program has become an important tool to know the market condition, customers attitude towards competitors products, customer shopping behavior and experience at Bata store. This assessment program uses a standard questionnaire internationally. Here a same small study conducted by the same questionnaire with the prior permission of Bata shoe company Bangladesh. The study was conducted among the footwear user of this country. The sample of the study was 30 in number. Though the sample size is very small but it provided overall scenario of customers shopping experience and overall shopping behavior. Here the study tried to find out customers shopping experience at Bata store and other shopping stores in Bangladesh. There are some emerging shoe stores in Bangladesh which have already gained customers loyalty in footwear products. The study compared the Bata shoe company with other emerging shoe brands such as Apex, Bay Emporium, Jennys, Pegasas, and many unorganized shoe stores like at Elephant road. Bata Shoe Company compared with these other shoe stores on some factors. These factors are store's location, reflect up to dare fashion shoes in the stores, selection of merchandise, comfort ability of shoes, quality of shoes, promptness of service from salespeople, friendliness of service from salespeople, salespeople's product knowledge, promptness of service at cash register, display of shoes at window/front of the store, display of shoes in the interior, cleanliness and orderliness of the store, and layout and design of the store .The finding of the study is that Bata Shoe Company is in a better position in the market place than the competitor except serving customers up to date stylish and trendy fashionable shoes. Bata has a loyal customers group who buy Bata only for its quality. Here it can be recommended that if Bata can provide customers a large assortment of stylish and trendy products, the turnover and market share will increase tremendously.
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1.1 Introduction
Bata Shoe Company is the market leader in the footwear industry since its operation in Bangladesh. The name Bata achieved such a position in the customers mind that whenever they heard the name of Bata, a footwear with high quality comes into their mind. Bata has been serving its customers with wide assortments of products for about five decades and doing it successfully. It is very difficult to identify the customers class of Bata Shoe Company. Bata touches almost every social class possible. Bata meets the footwear demands of the higher class and lower class simultaneously. However to stay closer to the customers Bata shoe company undertakes an assessment of the customers at a regular interval. Bata desires to fulfill the ever changing customers needs, and to do so the outcome of the customer assessment plays a significant role. Here the similar study undertaken with a permission of Bata Shoe Company to get the feedback from regular customers. The questionnaire is taken from Bata shoe company Bangladesh ltd to conduct the survey among the regular customers. This study is the analysis of customer satisfaction of Bata Shoe Company which will help to analyze the customers level of satisfaction with Bata products and stores. This study will try to compare Bata with other competitors in footwear industry. It will help to get the knowledge of customers overall shopping experience at Bata shoe stores.
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City Stores
Bata city stores offer the urban customers a wide variety of current fashion footwear and accessories. There are 25 city stores in Bangladesh, 16 in Dhaka Metropolitan area, others in Chittagong, Sylhet , and in Mymensingh metropolitan area. These stores are established in prime lo0cations, and provide a high level of customer service, exclusive shoe lines with complementary accessories and contemporary shopping environments are to discerning shoppers.
Family Stores
Bata Shoe Company is undoubtedly the worlds leading family footwear chain. The company offers a wide assortment of everydays fashion footwear. The products are primarily of the brand Bata. Nevertheless very carefully selected articles from both local and international brands are also marketed by the company. There are 60 family stores till date that has been successfully operated all over the Bangladesh.
Bata Bazar
Bata Bazar is the largest display of Batas products among all others store concepts. It provides the customers with broadest range of products and accessories possible. This concept was introduced in 2003. They are ideally located in power centers commercial parks and outlet centers with easy parking facilities. There are 73 Bata Bazars being operated till date in Bangladesh.
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Opportunities
Threats Apex is considered the biggest threats Wide assortment of products offered Potential new brands like Bay Emporium Better customer service Counterfeiting of Bata Shoes in Rise in export uncontrolled locations More emphasize on product quality and Consumer perception regarding high price design High price due to high production cost Strong retail store network Disruption of consistent supply Neat & clean retail outlets Switching new generation to trendy Trained salesmen products
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Premium Collection
Bata has been delivering hand-crafted quality footwear over 100 years to maintain and build on heritage of creating high quality, comfortable and stylish shoes.
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Bata Brands:
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Hush Puppies
Hush Puppies is the international brand, Bata uses the franchising power to supply the product in the Bangladeshi market. The target customers of this model are rich people. Basically it is an American brand
WEINBRENNER
The weinbrenner shoe line is made up of leather shoes and boots, style in low, mid, and high cut. Cuts or design are directly fashion, but can include materials which help to feel comfort in doing outdoor strong works. The shoes are casual in style closures generally with laces and eyelets, sometimes supplemented with hooks, D-rings and straps with buckles.
Nike
Nike is a worldwide famous and popular athletic shoe brand. Bata carries this brand as a licensing. This brand is for a different segment of customers in Bangladesh. Though it is an athlete shoe but in Bangladesh young generation wear it as a fashionable product. The target customer of this product is higher income group people.
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Power
Power is also an athlete shoe which is considered as the alternative of Nike. Power shoes are cheaper than Nike shoes. The target customer of this shoe is middle class people.
North-Star
North-Star is a trendy shoe focused to the young customer group. This shoe is cheaper than Nike and Power. This is considered as a seasonal product as the demand increase in winter.
Bata Comfit
Comfit has an important feature in design and assembly of all the comfit shoes. This brand is focused on both comfort and style of shoes. Unit rubber, PVC, Pu or TRR sole are commonly used in this brand. Get comfortable today is a tagline commonly associated with this range of shoes.
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Sandak
Sandak is plastic made Bata product for lower income people to use in every season of the year. This shoe is also made for rough use for all level of customers.
Bubblegummers
Bubblegummers is the leading children's footwear brand in Latin America and has developed an extensive presence in Asia and in Europe. Bubblegummers offers quality, comfortable, funny and colorful shoes for the 0 to 9 old that assure the healthy growth of a child's foot.
Bata
Bata is the old and own brand of Bata Shoe Company. But by the time being this brand is up-dated to fulfill the customers demand.
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Marie Claire
Marie Claire shoes are for women with an active lifestyle who seek contemporary modern styles. Marie Claire shoe stores successfully opened in Latin America and Asia. Bata Brands is the trademark owner of Marie Claire for shoes worldwide (except in Japan and Korea).
Bata Industrials
Footwear beyond Safety Bata Industrials is a specialized division of the Bata Group producing industrial and work-related footwear, hosiery and accessories.
Scholl
Scholl is a female brand which is focused for the school going girls.
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Customer satisfaction analysis helps to know the shopping behavior of the customers. It also helps to know the shopping experience of the customers at the shoe stores. As shoe is becoming a fashionable part of everydays life day by day, as a result customers behavior change to the shoe stores within a very short period of time. The turnover of the company directly related to the satisfaction of the customers. Even within a short time the turnover of a company can change greatly. The satisfaction analysis and immediate corrective action can improve the turnover of a footwear company (SA Khan). Therefore, customer satisfaction analysis can improve the product quality and overall customer service of a footwear company. Customer satisfaction increase customer willingness to pay or price tolerance and, consequently, decrease price sensitivity. There are many benefits for a company from a high customer satisfaction level. It heightens customer loyalty and prevents customers churn, lowers customers price sensitivity, reduces the cost of failed marketing and of new customers creation, reduces operation costs due to customer number increases, improves the effectiveness of advertising, and enhances business reputation ( Fornell, 1992). The study will try to find out the quality level of Bata Shoe stores as well as the product. Comparison of Bata stores and products on these criteria will be shown in the study. Bata shoe company can heightens customer loyalty through this study by improving customer satisfaction. The main factor determining customer satisfaction is the customers own perception of product quality (Zeithamal & Bitner, 1996). In this study, product quality should be define as the customers satisfaction or dissatisfaction formed by their experience of purchase and use of the product (Parasuraman, Zeithamal, & Berry, 1988). Customer satisfaction affects profitability of a firm. The satisfaction analysis helps the company to know the customers dissatisfaction of a specific product or service. Company can take effective action to increase the turnover of the company. A study was conducted in factory outlet of Bata Shoe Company. Customer assessment helped Bata Shoe Company to increase the turnover of factory outlet (S. A. khan, 2010). As a general rule customer satisfaction and customer loyalty are very closely related. Customer satisfaction functions as an antecedent of customer loyalty. It prevents customer churn and consolidates retention, thereby constituting an important cause of customer loyalty (Formell, 1992; Reichheld, 1996). The overall study will try to identify the problem relevant to product, store, and customer service then suggest the company to take corrective action and provide better service to the customers.
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Product price Product quality Store location Product design, color, & style Store design and layout Salesmen behavior Advertisement Competitors marketing Policy Promptness of service Product availability Brand loyalty
Customer Satisfaction
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Target Population
The target population was considered each and every customer who buys footwear.
Sample Size
As every customer of footwear is included into the population, therefore it was not possible to collect data from the whole population. Here the sample size for the study was considered 30 footwear customers.
Sampling technique
A non-probability judgmental sampling technique has been followed from all the footwear customers in Bangladesh.
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Brand awareness
Brand awareness consists of brand recognition and brand recall performance. Bata has strong brand awareness to the mass people of Bangladesh. The survey result has been depicted on the following bar chart. According to the result 70 per cent people can recall the name Bata, 23 percent people recall the name Apex, as a footwear store in this country in first time.
Footwear stores
80
60
40
20
Percent
Footwear stores
Here, Bata has strong brand awareness among the mass people of Bangladesh. It can also be said that Apex is an emerging footwear brand in this country.
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40
30
20
Percent
10
50
40
30
20
Percent
10
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30
20
10
Percent
Here it can be said the every person usually goes to a Bata store at least one time in a month.
40
30
20
Percent
10
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40
30
20
Percent
10
40
30
20
Percent
10
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30
20
10
Percent
50
40
30
20
Percent
The survey regarding this question concluded that 24 per cent of people can recall the brand Apex as a single brand. Here 26 per cent people can recall other brand existing in the market place.
40
30
20
Percent
10
50
40
30
20
Percent
10
Internet shopping
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Though internet shopping is increasing all over the world, but this survey result shows that 60 per cent people do not interested to buy shoes over internet. People are more interested to go to the stores physically and see the products rather than internet shopping.
Internet shopping
70 60
50
40
30
20
Percent
10 0 Yes No Consider
Internet shopping
50
40
30
20
Percent
10
There are some factors which influence the shopping behavior of the customers. Due to the variability of the factors customers shopping behavior differentiate from store to store. These factors influence customers to buy shoes from which store. These factors are analyzed in the following figures:
30
20
10
Percent
0 Not at all important Somew hat important important Very important Not important
Quality of shoes
Quality of the product or service is a very important factor of shopping from a store. Here the survey result depicted on the bar chart that 87 per cent people think shoes quality is very important factor to buy shoes from a store.
Quality of shoes
100
80
60
40
Percent
20
Quality of shoes
Shoes comfort ability is also a very important factor to buy the shoe from a store. According to the survey result 57 percent people think comfort ability is a very important factor to buy shoes from a store.
Comport of shoes
60
50
40
30
20
Percent
10 0 Not at all important Somew hat important Important Very important Not important
Comport of shoes
40
30
20
Percent
10
0 Not at all important Somew hat important Important Very important Not important
Helpfulness of the staffs is one of the factors of shopping from a store. Here 37 people think it somewhat important for buying shoes from a store.
Helpfulness of their staff
40
30
20
10
Percent
0 Not at all important Somew hat important Important Very important Not important
40
30
20
Percent
10
Fashionable style
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Now a days customers are looking for more fashionable footwear products at the stores. It is considered one of very important factors for buying shoes from a store. The survey result shows that 47 per cent people think it as a very important factor to buy shoes from a store.
Fashionable style
50
40
30
20
Percent
10
Fashionable style
30
20
10
Percent
0 Not at all important Somew hat important Important Very important Not important
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50
40
30
20
Percent
Advertising
According to the survey result, advertising considered not an important factor of buying shoes from a shoe store. Here 30 per cent people think it somewhat important and more than 50 per cent people think it not even at all not an important factor for buying shoes from a store.
Advertising
40
30
20
10
Percent
0 Not at all important Somew hat important Important Very important Not important
Advertising
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30
20
10
Percent
0 Not at all important Somew hat important Important Very important Not important
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Descriptive Statistics N Location of the store Quality of shoes Comport of shoes knowledge of the staff Helpfulness of their staff value for price offered by store Fashionable style Brands of shoe offered Selection of colors, style, and sizes Advertising Layout store and design of 30 30 30 30 30 30 30 30 30 30 30 30 Minimum 1.00 3.00 1.00 1.00 1.00 3.00 2.00 1.00 1.00 1.00 1.00 Maximum 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 Mean 3.7667 4.8333 4.2667 3.1667 3.3667 4.3667 4.0667 3.8000 4.3000 2.6000 3.0333 Std. Deviation 1.13512 .46113 1.04826 1.14721 1.06620 .66868 1.04826 1.06350 .98786 1.22051 1.40156
On the above table, the summary of the factors, affecting footwear shopping behavior is given. Here the mean value is more than 4 of the following factors such as quality of shoes, comfort ability of shoes, value for price offered by store, fashionable style, and selection of various products in terms of color, style and design. These factors are more important to the customers to choose a footwear store to buy shoes. Among the factors, the mean value of quality of shoes is 4.83, which is considered by the customers is the most important factor to buy shoe from a store. Here the result shows that whenever customers think to buy a shoe from a store, they think of the quality of the shoes in that store. Customers think about the price just after the quality of the product in deciding to go a shoe store. Later on customers consider color, style, and size of shoes of a shoe store. Customers also consider comfort ability of shoes, fashionable style offered by a store in choosing the right store. Among the factors, mean value of advertising is 2.6, is considered not an important factor to choose a store to buy shoe.
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30
20
Percent
10
aw S
w st Ju
/h
rd ea
d ke al
60
40
20
Percent
0 yes No
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100
80
60
40
Percent
20
0 Yes No
30
20
10
Percent
0 "Don't f ind anything Not in my price rang Poor service Saw something better Undecided/might retu
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30
20
10
Percent
30
20
10
Percent
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50
40
30
20
Percent
10
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5.5 Comparison between Bata shoe stores and other shoe stores
The following table summarizes the descriptive statistics of Bata shoe stores and other shoe stores. Here the mean values of different factors are compared between Bata shoe stores and other shoe stores. This comparison is done on a scale of 1 to 5 points where 41 is much worse and 5 is much better. Here Bata shoe store is compared with other shoe stores such as Apex, Bay Emporium, Jennys, Pegasas, Addidas, and other unorganized shoes stores at different location like Elephant road shoe market.
Mean ( Bata)
3.0000 4.2333 4.1833 3.2333 3.1167 3.9667 4.0333 4.0333 4.1333 4.3000 3.7667 4.0333 4.2667 4.2667 4.1000 4.3667 3.8667 3.6333 3.7167 4.5333
Mean (others)
4.1667 3.3333 3.3167 3.5667 3.9500 3.6667 3.4667 3.4000 3.1333 3.3000 3.4667 3.1000 3.1333 2.9667 3.3000 3.2000 3.2667 3.4667 3.1667 2.9833
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Quality of shoes
Quality of a product always gets customer loyalty. Here the mean value of Bata stores for providing the quality products is 4.18 whereas it is 3.31 for other stores. Bata is in a leader position in the footwear industry for providing quality products.
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Store's location
The mean value of Bata Store's location is 4.53 whereas the mean of it for other stores is 2.98. Bata is the largest retail footwear company in Bangladesh as well as in the world. There is a strong network of retail outlets in everywhere of the country. This is an positive aspect of Bata shoe company. 39 | P a g e
6.1 Conclusion
Here the study tried to find out customers shopping experience at Bata store and other shopping stores in Bangladesh. There are some emerging shoe stores in Bangladesh which have already gained customers loyalty in footwear products. The study compared the Bata shoe company with other emerging shoe brands such as Apex, Bay Emporium, Jennys, Pegasas, and many unorganized shoe stores like at Elephant road. Bata Shoe Company compared with these other shoe stores on some factors. These factors are store's location, reflect up to dare fashion shoes in the stores, selection of merchandise, comfort ability of shoes, quality of shoes, promptness of service from salespeople, friendliness of service from salespeople, salespeople's product knowledge, promptness of service at cash register, display of shoes at window/front of the store, display of shoes in the interior, cleanliness and orderliness of the store, and layout and design of the store .The finding of the study is that Bata Shoe Company is in a better position in the market place than the competitor except serving customers up to date stylish and trendy shoes. Bata has a loyal customers group who buy Bata only for its quality. Here it can be recommended that if Bata can provide customers a large assortment of stylish and trendy products, the turnover and market share will increase tremendously.
6.2 Recommendations
From the above comparison between the mean value of Bata Shoe Company and other shoe stores, it is recommended that in most of the cases Bata is in a superior position than other shoe stores. Bata provides superior value to the customers in quality of shoes store's location, comfort ability of shoes, promptness of service from salespeople, friendliness of service from salespeople, salespeople's product knowledge, promptness of service at cash register, display of shoes at window/front of the store, display of shoes in the interior, cleanliness and orderliness of the store, and layout and design of the store. But, Bata fails to reflect up to date fashion shoes for its customers. Customers think that other competitors always bring fashion shoes for the customers. If Bata can bring up to date products in the market place, the sales return of the company undoubtedly increase into double. It is also recommended that Batas market share will increase by up to date fashion shoes.
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References:
1. A. Yuksel and M. Rimmington,(1998), Customer-Satisfaction Measurement 2. R. T. Ronald and Z.J. Anthony,(1993), Customer Satisfaction, Customer Retention,and market Share 3. C.A. Gilbert,JR, and S. Carol,(1982), An Investigation into the determinants of customer satisfaction 4. J. Joseph C.JR, M.K. Brady, and G.T.M. Hult,(2000),Assessing the effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments 5. A.W. Eugene, F. Claes, and L.R. Donald,(1994), Customer satisfaction, market share, and profitability 6. W.B.Robert(1997),Customer value: The next source for competitive advantage 7. P. Oja(2010), Significance of Customer Feedback 8. Salman, (2010), A Study to improve turnover of Batas factory outlet 9. A. Parasuraman,(1997),Reflections on gaining competive advantage through customer value 10. Kotler. Philip, Armstrong. Gary, (2008), Principles of Marketing, Twelfth edition 11. Malhotra.Naresh.K Marketing Research, (2007-08), Fifth Edition. 12. Annual Report, 2008-2009, Bata Shoe Company Bangladesh Limited. 13. www.bata.com 14. www.batabd.com
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