final project gbh 2010

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    RIAZ AHEMAD, MBA, B PHARM

    A Project Report on

    Customer satisfaction on global baroda hospital

    At

    Manjalpur, Vadodara

    Submitted to

    MBASubmitted by

    RIAZ AHEMADSM20092001

    Under the Guidance of

    Faculty Guide Company

    GuideMr Rahul Sharma Mr. Pravin Kumar

    Lecturer Marketing

    Manager

    Gujarat Global Baroda

    Hospital

    July, 2010

    DECLARATION

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    PROJECT REPORT ON CUSTOMER SATISFACTION OF GBH

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    I here by declare that the summer project report titled To study the Customers Satisfaction in

    Global Baroda Hospital is an original piece of work done by me for the fulfillment of the award of

    degree of Master of Business Administration. And whatever information has been taken from any

    sources had been duly acknowledge.

    I further declare that the personal data and information received from any respondent during survey

    has not been shared with any one and is used for academic purpose only.

    Riaz Ahemad

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    ACKNOWLEDGEMENT

    It is a fact that none of the human being in this world is 100% perfect and in order to gain

    some perfection in itself an individual surely needs a helping hand. The same was with me with

    respect to the project that I was undergoing during this session of 2 months. I selected for my

    research at the initial stages, I got acquainted with it slowly and steadily through efforts and surely

    from various intelligent and helpful personalities.

    To start with, I would like to convey my gratitude to Mr Praveen Kumar, MarketingManager Global Baroda Hospital, for his co-operation. I would also thank the other entire

    employees who work there and give me support during my project and training.

    I personally would like to thanks my faculty coordinator Mr Rahul Sharma for assisting me

    throughout the project period, guiding me and assisting at various stages and thus sharing his

    valuable knowledge with me to enhance my knowledge and helping me in preparing a project. I

    would also like to extend my thanks to all the respondents who spared their valuable time and

    helped me in filling up the questionnaire by providing the needed information.

    Lastly, I would like to thanks all of those who have helped to furnish this project

    successfully.

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    Riaz Ahemad

    EXECUTIVE SUMMARY

    This report is for analysis of To study customer satisfaction in Global Baroda Hospital,

    Vadodara for the last 2 months. This report provides some recommendations for how to address

    the quality services for Customer satisfaction.

    In my project, I have used descriptive research methodology and convenience sampling

    design. I have done Chi- Square Testing in my project work. I have done my data analysis on

    SPSS (Statistical Package for Social Science) software. and factor analysis tests are studied to

    know the whether there is a relationship between the customers satisfaction and Quality of services.

    For this SPSS (Statistical Package for Social Science) software is used.

    Most of the respondents prefer Quality services as an important Objectives. Most of the

    respondents ages between 35-55 years are well aware about Quality of Services.

    The finding of this survey would go a long way in helping the Indian Healthcare sectors for

    better understand not only existing customer but also potential ones. The finding of the survey

    would help Global Baroda Hospital to find new customer and to get new business.

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    TABLE OF CONTENTS

    Chapter 1 Page No

    1.1 Why, Whom, Where, When and How. 7

    1.2 Identifying the variables and parameters for the particular study.Establish the theoretical relationship among variables. 9

    1.3 Definition and Background information about the topic. 10

    Chapter 2 13

    2.1 Company Profile, History

    2.2 Growth & Development 15

    2.3 Benchmark & Milestone 17

    2.4 Whos who 15

    2.5 Industry Profile, Competitive Scenario 26

    2.6 Market Share 27

    2.7 Industry Life Cycle & Growth 28

    2.8 Industry Spectrum. 29

    2.9 Government Rules & Regulation. 33

    3.1 Chapter 3 Overview of Functional Area

    3.2 Finance 35

    3.3 Marketing 363.4 Human Resource 41

    3.5 Operations 43

    4.1 Chapter 4 Model Application, Strategic Advantage Profile 52

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    4.2 Porters Five Forces Model 45

    4.3 ETOP (Environmental Threat & Opportunity Profile). 56

    4.4 BCG (Model). 54

    4.5 Value Chain. 48

    5.1 Chapter 5 Research Methodology , Objectives and purpose

    of the study

    58

    5.2 Scope of the study, Benefits of the study 59

    5.3 Assumptions

    5.4 Types of research design 59

    5.5 Unit of Analysis 60

    5.6 Methods of data Collection

    5.7 Sampling if applicable

    5.8 Reliability & Validity of the study 61

    5.9 Appropriate tools for data analysis

    6.0 Limitations of the study. 61

    6 Chapter 6 Data Collection & Analysis 62

    7 Chapter 7 Findings 73

    8 Chapter 8 Suggestions/Recommendations/Bibliography. 84

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    Chapter 1

    Introduction:-Services are becoming an increasingly important element of national economies and it is crucial toappreciate the distinguishing qualities of services and resulting management implications withspecific focus on healthcare services. The delivery of quality healthcare services and the integration

    of thereof in healthcare policies is a concern in various health organizations across the world. In thepast decade in particular, patient satisfaction has become an important performance measure andoutcome of healthcare. Research on healthcare satisfaction is vital to ensure a high quality of careand patient satisfaction and to maximize the benefits of scarce resources. Thus determining thefactors associated with patient's satisfaction is critical for public healthcare providers in order tounderstand what is valued by patients, how the quality of care is perceived by the patients and toknow where, when and how service changes and improvements could be made.

    Why Organizations Focus on Customer Satisfaction:-

    Businesses monitor customer satisfaction in order to determine how to increase their

    customer base, customer loyalty, revenue, profits, market share and survival. Although

    greater profit is the primary driver, exemplary businesses focus on the customer and his/her

    experience with the organization. They work to make their customers happy and see

    customer satisfaction as the key to survival and profit.

    Customer satisfaction is tied directly to profitability, if your customers are happy, theytend to be loyal. And if they are loyal they not only buy more, they refer other customers. Wellestablished research by Bain & Company found that, for many companies an increase of 5% incustomer retention can Increase profits b 25% to 29% . The same study found that it cost six toseven times to gain a new customer than to keep an existing one.

    When to Conduct Customer Satisfaction Research:-

    Many managers wonder how frequently they should conduct customer satisfaction surveys. Theanswer depends on the size of the customer base and the purpose of research. There are two keytypes of surveys and they very different purposes.

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    Transactional surveys solicit feedback directly from the product or service user about that

    particular encounter. They are conducted immediately after each customer transaction. Forexample, a survey may be administered after a call center experience. Transactional surveys aresent out at the discretion of whoever has contact with customersbut the data should be collectedimmediately after the interaction while the experience is still fresh in the customers mind.

    How Many Customers to Survey:-If your company has more than 2000 customers and it is not economically feasible to survey all ofthem, you can survey a subset. In this case you will need to consider the following conceptsrelating to sample selection and accuracy of results.

    Random Selection:-First, it is essential that a random selection of customers be contacted to avoid introducingBias into how the customers were selected and to help ensure the sample of customers isRepresentative of the entire customer base. For example if a company surveyed only customers who

    Contacted customer service, those individual may be very different from customers who havenot contacted customer service.Margin of Error:-

    Next you need to establish the level of precision you want to have in the accuracy of the results. Themargin of error also known as a confidence interval is an indicator of sampleAccuracy for