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IntroductionIn Rajshahi city RDA market at Saheb Bazar is a well known shopping center

monitored by Rajshahi Development association under supervision of Rajshahi

city corporation. After a long period of journey nowadays it has been a multi

stored building having more than 700 outlets. It has an admixture of outletsincluding garments, crockeries, cosmetics, lather, daily needs, stationeries, show

piece, electric, shoes, Tailors, mobile, beauty parlour, and a single Chinese

restaurant. Everyday thousands of customers both from within and outside the

city come here to get goods and services. But the question is that whether

customers are satisfied or dissatisfied with the service standard provided by RDA

market. To know the answer of this very question we have prepared this

research based on direct field work.

Data collection method

Almost all sets of data for this report has been collected primarily by directquestionnaire to 200 customers of all ages, sex, location, income level, buying

nature and more than 50 salesmen of different categories of outlets. The

interviews were administered mostly in informal and friendly manner. Salesmen

often feel uneasy due to the secrecy policies of their outlets in case of answering

some questions.

Data sources The information and data for this report have been collected from the primary

and secondary sources.

Primary Sources

• Face-to-face conversation with the respective sales persons

• Face-to-face conversation with the customers

Secondary Sources

• Different websites

Objective of the Study

Every task has its respective goals or objectives without which the work is

meaningless. Keeping the following objectives in our view we have prepared this

case study on service standard of Rajshahi RDA Market .

To fulfill the partial requirement of MBA program.

To gain practical exposures in different marketing activities

To get familiar with the working environment in real market.



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Analyzing the performance of the RDA market through asking question to

the customers.

Finding out how the RDA market is exposed to different kinds of

challenges.

To apply theoretical knowledge in the practical field.

To observe and analyze the performance of the market as a whole.

To be acquainted with day to day functioning of service oriented activities

of different outlets and its marketing quality.

To study existing seller-customer relationship.

To give some necessary suggestion to correct the shortcomings and

improve the service standard.

Methodology

This report was prepared on the basis of experiences gathered during the period

of survey to the RDA market . In order to prepare this report,we have collected

information from various opinion taken from both 50 sellers and 200 customers.

We have tried our best to present a summary of our experiences throughout this

report.

Limitations

The report has some weak points also that have evolved due to the following

causes

Secrecy policies of outlets.

First time working experience as the researcher.

Very Busy schedules of the salesmen and the customers also.

Customer’ Opinion or Reaction regarding many

aspects of the market



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PRODUCT VARIETY

This question was made to find out whether the customers are happy with the

product variety which RDA market is providing or not:

Question % of Customer

Very Satisfied 23

Satisfied 23

Neutral 40

Dissatisfied 9

Very Dissatisfied 5

100%

From the above table it is evident that 23% of the respondents were very

satisfied with the product line offered. 23% respondents answer was satisfiedand another 40% were neither satisfied nor dissatisfied about the product

variety.

PRODUCT QUALITY

This question was made to find out whether the customers are happy with the

product quality RDA market is providing or not:


Very Satisfied 5

Satisfied 23

Neutral 49

Dissatisfied 15

Very Dissatisfied 9

100%



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From the above table it is evident that consumers are overall satisfied with

product quality. 23% respondents are satisfied while 5% respondents are very

satisfied with product. Most of the outlets provides low quality product but at the

same time there is some outlets that provide satisfactory product.

PRICE

Regarding price of the product against value, the answers obtained from

customers are as follows:


Very Satisfied 5

Satisfied 30

Neutral 27

Dissatisfied 27

Very Dissatisfied 11

100%

From the table it is evident that consumers are a bit satisfied with the price of

the product. However there is room for improvement of customer satisfaction incase of price offered by seller.

MARKET ENVIRONMENT

Regarding environment of the market surrounding, the answers obtained from



Very Satisfied 9

Satisfied 14

Neutral 45

Dissatisfied 23

Very Dissatisfied 9

100%



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9% of the respondents are very dissatisfied with the dirty environment of themarket while 45% respondents are neither satisfied nor dissatisfied. The marketseriously needs some improvement in this sector. In the summer season it gets

very hot within the market for not having enough air circulation system.Environment should be improved as early as possible.

SECURITY S YSTEM

Regarding he question of security system, the answers obtained from customers

are as follows:


Very Satisfied 0

Satisfied 5

Neutral 5

Dissatisfied 18


100%



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73% of the respondents are very dissatisfied with the security system. 5%respondents were neither satisfied nor dissatisfied. It’s a disaster for this marketbecause there is no CC camera and fire controlling system. All possible modernsecurity system should be included as early as possible.

SALESMEN’S ATTITUDE

Regarding attitude of salesmen, the answers obtained from customers are as

follows:


Very Satisfied 9

Satisfied 50

Neutral 27

Dissatisfied 9

Very Dissatisfied 5

100%

50% of the respondents are happy with the salesman attitude and 27%of themare Neutral and they expect better salesperson attitude.

PARKING FACCILITY

Regarding vehicle parking space facility , the answers obtained from customers

are as follows:



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Very Satisfied 27

Satisfied 36

Neutral 23

Dissatisfied 9

Very Dissatisfied 5

100%

The table shows that most of the customers are satisfied with parking facility

because there is some spaces for small vehicle parking but at the same time

high income level of people are dissatisfied as there is no space for car parking.

0RGANIGATION AND DECORATION OF OUTLETS

Regarding decoration of the outlets , the opinion obtained from customers are as

follows:


Very Satisfied 5

Satisfied 45

Neutral 20

Dissatisfied 20


100%

Decoration of outlets are average satisfactory as the table shows. There is some

well decorated outlets here.



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AVAILABILITY OF GOODS AND SERVICES

Regarding availability of product needed to the customers , the answers

obtained from customers are as follows:


Very Satisfied 9

Satisfied 50

Neutral 11

Dissatisfied 20


100%

As the table shows 50% customers are satisfied with the availability of product.

There is some dissatisfaction that can be removed by increasing product

availability.

SEGMENTATION OF OUTLET CATEGORIES

Regarding segmentation of common outlet categories in any centralized location

of the market , the answers obtained from customers are as follows:


Very Satisfied 9

Satisfied 30

Neutral 11

Dissatisfied 40


100%

Most of the customers are dissatisfied with not having specific category of outlet

location in a centralized position. There is no order of outlet position

segmentation. Foe example garments are in crockery outlets.

SPEED OF SERVICES



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Regarding service speed of the outlets, answers obtained from customers are as

follows:


Very Satisfied 9

Satisfied 40

Neutral 11

Dissatisfied 30


100%

Speed of the customer service is average as the table shows. It should be

increased to make it highly satisfactory to the customer.

RELIABILITY OF SELLERS

Regarding the question of reliability of sellers, answers obtained from customers

are as follows:


Very Satisfied 9

Satisfied 11

Neutral 50

Dissatisfied 20


100%

Most of the sellers are unreliable to the customers but still there are some

reliable sellers for whom they come to the market.

SELLER-CUSTOMER RELATIONSHIP

Regarding the question of seller-customer relationship, answers obtained from





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Very Satisfied 9

Satisfied 31

Neutral 30

Dissatisfied 20


100%

Table shows that seller-customer relationship is average in the market. It should

be increased in a remarkable proportion to make customer loyalty to the RDA

market

CONCLUSION

From the above mentioned opinion taken from the customers it is evident by our

research study that service standard of Rajshahi RDA market is negative than

expected though it is a most visited shopping center in the city. The customer

satisfaction level could have been high but in reality it is opposite. That is why

customers are decreasing day by day. They are shifting themselves from RDA

market to New Market. It is high time to take necessary steps to increase

standard of service facilities in the market to retain valuable customers,

otherwise the name and fame of RDA market will be destroyed in near future.

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