research

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CHAPTER 1

Introduction

Back ground of study:

Customer satisfaction brand image and loyalty have a strong relationship if customers are satisfied then they must be brand loyal which ultimately creates brand image. Brand image is very important factor for any business which becomes goodwill of any business which enhances not only the sales but results in overall expansion of business. Our motive of research is to see that how customer satisfaction affect the brand image and brand loyalty. We will compare these factors of Servis and Borjan.

In order to increase the brand loyal customer base, it is suggested that an organization needs to create the awareness, reputation, image, reputation, brand extension, innovation and perceived quality of its product. It is also noted that to create brand loyalty, an organization needs to create a valued based which is preferred relationships with the customer. Product owners need to work out on the volume on relevance, emotional connectivity and customers’ experiences in order to hook customers on stay with the said brand. Best-practice organizations recognize that the emotional aspects of their brand are reflected in how customers experience that brand across every touch point. Today's loyalty programs enable companies to execute against these opportunities by helping them better understand customer motivations, and then deliver on these unique insights through mass customization – not mass communication.

The effect of customer satisfaction on loyalty appears to be contingent and satisfaction has a direct effect on loyalty when customers are able to evaluate product quality through their experience with the product and services itself.

Effective marketing focuses on two activities: retaining existing customers and adding new customers. Customer satisfaction measures are critical to any product or service company because customer satisfaction is a strong predictor of customer retention, customer loyalty and product repurchase.

As researchers, we will collect the data about customer satisfaction, brand image and brand loyalty of consumers of Servis and Borjan. Then we will compare data collected by consumers of Servis and Borjan, to see which firm is giving more customer satisfaction and which firm has stronger brand image and whose customers are more loyal to brand.

University of Gujrat

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Servis is a private industry which deals with shoe making and rubber. But we will observe customer satisfaction of shoes of Servis.

The story of ‘Service’ begins with a group of friends young, energetic, fresh from college, who established Service Industries more than 50 years ago. These young men, named Ch. Nazar Muhammad (Late), Ch. Muhammad Hussain (Late) – both from Gujrat district and Ch. Muhammad Saeed (Late) from Gujranwala District, started business in 1941 at a small scale in Lahore. At that time, they were only manufacturing handbags and some other sports goods. Within years their business flourished remarkably and they were supplying their products to every corner of India at the time of Partition. In 1954, they installed a shoe manufacturing plant at industrial area Gulberg, Lahore. This started production in the same year. The industry started manufacturing various types of shoes. Later management shifted the factory from Lahore to Gujrat. Service Sales Corporation (Pvt.) Ltd. the Group’s marketing company was established in 1959. Humility, fairness, and respect were the values close to the heart of these founders and it were these values that led to phenomenal success of the Group over the years.

Today, the production side of the company has flourished into Service Industries Limited (SIL) which has world-class shoes, tyres, tubes, and rubber production facilities in Gujrat and Muridke. SIL is also the leading exporter of footwear. Service Sales Corporation (Pvt.) Ltd. (SSC) is today Pakistan’s leading footwear retailer which is also diversifying into other businesses.

A humble venture of friends has grown into a Group that makes a difference in lives of millions of people every day today.


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Borjan deals with shoe making.With almost 15 years of our presence in Pakistan, Borjan remains committed to Fashion and elegance, Borjan is one of the leading retail shoe chains of Pakistan with 49 outlets in 35 cities of Pakistan and is renowned for its great ambience, stylized fashionable products and exceptional customer services

We at Borjan believe that your shoes should reflect your individuality, and we have spent the past 15 years bringing beautifully crafted, cutting-edge, urban, fashionable footwear for our customers. We have a select group of designers who feel that shoe making is still an art, and you can feel their creativity come to light in each of our design. Our number of launches in sole designs is the highest in Pakistan. Company investment in research and development sector is a continuous program and is targeted to bring the best Fashions from Europe and Asia.

General overview of Area:

The major area from which our topic belongs to is marketing. We have selected this area because of our keen interest in marketing and we will select it as area of specialization in our further studies and this research will surely assist us in our studies.


http://www.borjan.com.pk/

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Significance of Study

Research on brand loyalty and brand image management (e.g. Aaker and Keller, 1990; Keller, 1993; Park, Jaworski, and MacInnis, 1986; Park, Milber, and Lawson, 1991; Roth, 1992, 1995) suggests that marketers should develop brand image strategies before focusing on tactical marketing mix issues. In general, when the name of a brand is mentioned, the first idea that comes to the consumer’s mind is the corporate image associated with it. Thus, a brand image not only implies an actual brand meaning, which is set up in the beginning, and managed over time, but also is reflected by a consumer’s perception of the producing company reputation. Therefore, the image of a brand is mainly determined by corporate reputation, which means that corporate reputation can influence the performance of a branded product. Therefore, this study will investigate instances where brand image strategy and performance are moderated by corporate reputation.

The purpose of conducting our study is to measure customer satisfaction about Borjan and Servis products. This study will show either customer is satisfied for quality what they get in return of paid price. How much they are loyal with this brand and how much they prefer this particular brand to any other brand. As stated above, brand image in consumer’s mind reflects a series association of the corporation it belongs to. Thus it is important to discover brand image concepts in this study.

Brand image has been acknowledged as an important area of research. This is because companies can increase their market share and growth rates by establishing a strong brand image in the minds of their customers (Roth, 1995). In this way, a good brand image can increase brand loyalty. Brand image is defined as perceptions about a brand as reflected by the brand’s associations held in the consumer’s memory (Herzog, 1963; Newman, 1957); it is constituted by a series of pictures and ideas in people’s minds that sum up their knowledge of a brand (Levy, 1978), that, taken together, imply certain expectations of the customers (Gensch, 1978). However, Park, Jaworski, and McInnis (1986) propose brand image as a strategic device for helping the brand concept to be implemented by means of an exercise in brand management


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Objectives of Study

Our study consist of Primary and secondary Objectives.

Primary Objectives:

To find out relationship between customer satisfaction and brand image and brand loyalty.

Secondary Objectives:

To see that people are more loyal to which brand Servis or Borjan.

To see the affect of customer satisfaction on brand loyalty.

To examine that customer of which brand are more satisfied


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CHAPTER 2

Review of L ITERATURE

JR. L.S Stephen at all conducted a study in Malaysia, on the topic of EFFECT OF BRAND IMAGE ON OVERALL CUSTMER SETISFECTION AND LOYLTY in the context of color cosmetics in January 2007. They wanted to find out the effects of brand image benefits on customer satisfaction and loyalty in the context of color cosmetics products. They used sample random sampling to select 97 females’ respondents from Malaysia. Interviews were conducted to collect information from respondents. Statistical tool used are Frequency analyses, Factor analyses, Reliability analyses and Regression analyses of the data. They concluded that there is positive relationship between brand image and brand satisfaction of color cosmetics products in Malaysia.

JR. L.S Stephen conducted a study in Malaysia on brand image, satisfaction and loyalty among Malaysian females consumer: the moderating effects of personality and dwelling area, in July 2009. He wanted to find out mediating effects of overall customer satisfaction on the relationship between brand image and brand loyalty. They used sample random sampling to select 583 women’s from different cities of Malaysia. (Selangor, Kualalampur, Penang).A well structured questionnaire was used to collect the data from respondents, multiple Regression were used to analyze the data. H e concluded that brand image reputation, brand origin, after sale service, sales personality product ingredients, functional symbolic and experiential benefits have a significant influence on loyalty intention dwelling area and moderate the relationship between brand image and overall customer satisfaction.

Ha Che N, Hashim S conducted study in Malaysian banking sector in November 2007. They wanted to explore the customer perception on brand equity dimensions among consumers of bank service in Malaysia. They used 300 post graduates students as respondent’s graduate school of business, university of Malaysia kualalampur.A well questionnaire was used to collect data from respondents. Multiple regressions were applied to analyze the data. They concluded that Banker should be interested in assessing the degree of customer brand dependence, the brand strength, depends on the customer perception, satisfaction and loyalty. Customer indicates positive perception of the brand.


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Gocek I at all conducted a study in turkey on the topic “perception of customer satisfaction in textile industry according to gender in July 2007. They wanted to find out the importance of customer satisfaction in textile sector and to identify the factors effecting the customer satisfaction. They used sampling techniques, sample size and characteristics, number of questions and time constraint from turkey. They prepare survey forms, both face to face and E mail techniques are used to collect information from respondents. They used paired samples t-test and independent t-test. They concluded that there is positive relationship between perceived product quality and customer satisfaction and the factors effecting the customer satisfaction are considered as perceived service quality, perceived product quality and brand image.

Silva DVR and Alvi SFS conductd a study in Manchester on 14 December, 2007.they wanted to explore the online consumer perception of a cooperate brand image. They used sample random smpling to select 511 male respondents from Manchester. A well structured questionnaire was used to collect information from respondents. They used the version AMOSG by Arlouchle. They concluded that corporate brand image is indicated as a strong predictor to both satisfaction and loyalty. It was suggested previously that customer for instance may be satisfied with the current product or service offered: how ever loyalty is reliant on the best customer value proposition

Sobhan B Mr conducted a study in New Boyanpalli Ranjampet on customer satisfaction on post sale services with reference to Maruti Suzuki India Ltd in January 2010. He wanted to measure the level of customer satisfaction of Maruti Suzuki. He used sample random sampling to select 333 respondents from India. Questionnaires were used to collect information from respondents. Statistical tool used were chi-square and cross tabulation method. He concluded that 57% of the respondents were satisfied with Maruti, 17% were neither satisfied nor dissatisfied, 14% were highly satisfied, 7% were dissatisfied and only 5% of respondents were highly dissatisfied.

Hollowel R conducted a study in USA on relationship between customer satisfaction and customer loyalty in June 1995. He wanted to find out the relationship between customer satisfaction and customer loyalty. He used random variable sampling to select 12000 respondents from different 59 divisions of USA. Questionnaires were used to collect data from respondents. OLS Regression used to examine the hypothesized relationship. He concluded that the Regression result inference of a customer satisfaction and loyalty relationship. They illustrate that customer satisfaction may be responsible for as much as 37% of the difference in customer loyalty level among the divisions examined.


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Moinuddin NA at all conducted a study on customer satisfaction of Aktel GSM on December 6, 2009 in Chittagong, Bangladesh. They wanted to find out the level of customer satisfaction regarding different products of Aktel. They used sample random variable sampling to select 320 respondents from Chittagong City. Questionnaires were used to collect data from respondents. Frequency distribution was constructed to find answers from respondents. They concluded that Aktel has some additional advantage features in comparison to its competitors. There is easier access to person to person contact, and its customers are satisfied with the initial price of connection and hand set. There is dissatisfaction among the user of Aktel with the service of company. Factors behind this dissatisfaction are quality of air time, and network reliability.

Alam FM conducted a study on customer satisfaction of Grameen Phone in Dhaka, Bangladesh in October 2007. He wanted to find out the customer satisfaction of Grameen Phone and to locate specific areas of dissatisfaction of Grameen Phone users. He used sample random sampling to collect data from respondents. Frequency distribution was used to analyze the data. H resulted that most of the customers are satisfied with the features of Grameen Phone and some are dissatisfied due to service, quality of air time, network availability, difficult to reach some time, subscriber used to pay extra money to get the access.

Kumar V conducted a study on customer satisfaction and brand performance of Jeans Trousers on January 2009 in Kolkata, India. He wanted to find out the customer satisfaction and brand performance of Jeans Trousers. He used sample random sampling to select 108 respondents from 15 shops to collect data from respondents. Questionnaires were used to collect information from respondents. Multivariate techniques method was used to analyze the data. He concluded that most of consumers are not royal and shift from one brand to another, also from from study, it is found that all six factors fashion and offer, generic requirements, efficient quality, value for money, service and maturity of person determining the satisfaction of customer.


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CHAPTER 3:

Material and methods

Research Design:

Research design explains how you will find answer to your questions. The research design sets out the logistic arrangements of your inquiry. A research design includes study design per se and the logistical arrangements that you propose to undertake the measurement procedures, the sampling strategy, the frame of analysis and the time frame. For any investigation selection of appropriate research design is crucial so

We used the cross sectional study design (Cross-sectional studies are carried out at one time point or over a short period. They are usually conducted to estimate the prevalence of the outcome of interest for a given population, commonly for the purposes of public health planning. Data can also be collected on individual characteristics, including exposure to risk factors, alongside information about the outcome. In this way cross-sectional studies provide a 'snapshot' of the outcome and the characteristics associated with it, at a specific point in time.)

Reasons for selecting Cross sectional:

We used cross sectional design because of following,

For Academic purpose.

Due to limited available time.

Due to lack of Resources,

Due to non experimental problem.

Due to lack of expertise.


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Population of study:

Customers of Servis and Borjan were selected as Respondents; we went to the out lets of Servis and Borjan to collected data from Respondents.

Sample size:

Sample size of our study was One Hundred. We selected Fifty Customers of Servis and Fifty of Borjan for our research project. Data was collected from each of Customer.

Sampling:

We used non probability sampling technique for collection of the data due to lack of knowledge about all the respondents, due to very less availability of time and lack of resource so we used non probability sampling technique.

Data collection tool:

We used quantitative technique as data collection tool. We used a well structured questionnaire for the collection of data for our project. The questionnaire was divided into three parts, part A consist of demographic information of respondent, part B consist of Questions to measure Customer loyalty and part C consist questions to measure Customer

satisfaction.

Researcher administrator questionnaire:

Mostly we had to use Researcher questionnaire method to fill the questionnaire, in which we ourselves filled the questionnaire because most of our Respondents were illiterate so we asked them the questions and filled the questionnaires.

Field experience:

It was a great experience during collection of data, we met more then one hundred people and talked to them, most of them helped and some of them did not help us. We felt the professionalism during the collection of data, we learnt a lot from this research project and it will help us great in our future.

Data analyses:

We used the SSPS (statistical package for social science) 16.0 for the analyses of the data.


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CHAPTER 4:

Results and discussions

Results of Servis

Section A


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Name

Frequency PercentValid

PercentCumulative

Percent

Valid Adnan 1 2.0 2.0 2.0

Afzal 1 2.0 2.0 4.0

Ahmed 1 2.0 2.0 6.0

Ali 1 2.0 2.0 8.0

Aneel 1 2.0 2.0 10.0

Asama 1 2.0 2.0 12.0

Asia 1 2.0 2.0 14.0

Danial 1 2.0 2.0 16.0

Danish 1 2.0 2.0 18.0

Fahad 1 2.0 2.0 20.0

Fahmeeda 1 2.0 2.0 22.0

faiza 1 2.0 2.0 24.0

Farah 1 2.0 2.0 26.0

Farhat 1 2.0 2.0 28.0

Fatima 1 2.0 2.0 30.0

Fraz 1 2.0 2.0 32.0

Iftakhar 1 2.0 2.0 34.0

ikram 1 2.0 2.0 36.0

ilyas 1 2.0 2.0 38.0

Khalid 1 2.0 2.0 40.0

Lubna 1 2.0 2.0 42.0

Manawar 1 2.0 2.0 44.0

Maryam 1 2.0 2.0 46.0

Mubashar 1 2.0 2.0 48.0

Nill 8 16.0 16.0 64.0

Qaisar 1 2.0 2.0 66.0

Rayasat 1 2.0 2.0 68.0

Rehana 1 2.0 2.0 70.0

Rehman 1 2.0 2.0 72.0

Rubi 1 2.0 2.0 74.0

Sadia 1 2.0 2.0 76.0

sajjad 1 2.0 2.0 78.0

samina 1 2.0 2.0 80.0

Shahid 1 2.0 2.0 82.0

Shoaib 1 2.0 2.0 84.0

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Explanation

Fifty respondents were selected for the collection of data of Servis with the names mentioned above.

Explanation:

Total respondents were Fifty, out of which 60 % were male and 40% were females

Explanation:


Gender


PercentCumulative

Percent

Valid Male 30 60.0 60.0 60.0

Female 20 40.0 40.0 100.0

Total 50 100.0 100.0

Martial


PercentCumulative

Percent

Valid Married 19 38.0 38.0 38.0

Unmarried 31 62.0 62.0 100.0

Total 50 100.0 100.0

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Out of total Fifty Customers of Servis, 38% were married and 62% were Unmarried.

Explanation:

48 % of Servis Customers belonged to Rural Areas and 52 % belonged to Urban

Areas.


Resident


PercentCumulative

Percent

Valid Rural 24 48.0 48.0 48.0

Urban 26 52.0 52.0 100.0

Total 50 100.0 100.0

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Descriptive Statistics

N Range Minimum Maximum MeanStd.

Deviation

Age 50 44 16 60 27.88 10.263

Education 50 16.00 .00 16.00 10.7600 3.77186

Brand user 50 18.00 2.00 20.00 7.3200 4.90913

Valid N (list wise)

50

Explanation:

Analyzing the descriptive statistics, we found the following results.

Age: Minimum age of respondents from Servis was 16 Years and Maximum 60 years

with an average of 27.88 years. The Range was 44 and Std. Deviation was 10.263.

Education: Maximum Education of respondents from Servis was 16 Years and

minimum was 0 years with an average education of 10.76 years. The range was 16 and

STD deviation was 3.77186.

Brand User: Maximum usage of Servis Brand with a single Respondent was 20 years

and Minimum was 2 years with an average usage of 7.32 years. Rang was 18 and STD

deviation was 4.90.


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Section B:

Explanation:

Out of Fifty Respondents 26 % of respondents answered this question Excellent,

24% said Very good, 36 % said Good and 7% said Fair. None of them answered this Question as

Poor.


How likely are you to repurchase products and services from Servis? Would you say the chances are …


PercentCumulative

Percent

Valid Excellent 13 26.0 26.0 26.0

Very Good

12 24.0 24.0 50.0

Good 18 36.0 36.0 86.0

Fair 7 14.0 14.0 100.0

Total 50 100.0 100.0

How likely are you to recommend Servis to a friend or relative? Would you say the chances are …


PercentCumulative

Percent


Very Good

18 36.0 36.0 58.0

Good 8 16.0 16.0 74.0

Fair 8 16.0 16.0 90.0

Poor 5 10.0 10.0 100.0

Total 50 100.0 100.0

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Explanation: Total Respondents to this Question were 50 out of which 22% answered this Question as Excellent, 36% Very good, 16% Good, 16% Fair and 10% Poor.

How likely are you to move on another brand if better alternative is available? Would you say chances are …

Frequency Percent Valid PercentCumulative

Percent


Very Good

9 18.0 18.0 62.0

Good 7 14.0 14.0 76.0

Fair 7 14.0 14.0 90.0

Poor 5 10.0 10.0 100.0

Total 50 100.0 100.0

Explanation:

When Respondents were asked about moving to another Brand if Alternatives are available at fewer prices, so 44% said Excellent, 18% said Very Good, 14% said Good, 14% said Fair and 10% said Poor that they won’t move to another Brand.


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How would you rate the overall quality of your relationship with Servis, considering all of your experiences with them? Would you say

it is


Percent


Very Good 21 42.0 42.0 50.0

Good 15 30.0 30.0 80.0

Fair 7 14.0 14.0 94.0

Poor 3 6.0 6.0 100.0

Total 50 100.0 100.0

Explanation:

8% Respondents said their quality of relationship was Excellent. 42% said very Good. 30% said Good. 14 % said Fair and 6% Respondents said that their quality of relationship with Servis was Poor.

Explanation:

30% of Respondents said that their loyalty with Servis was Excellent. 18% said

very Good. 20 % said Good.22% said Fair and 10% Respondent said that their Loyalty with

Servis was Poor.


I believe Servis deserves my loyalty


PercentCumulative

Percent


Very Good

9 18.0 18.0 48.0

Good 10 20.0 20.0 68.0

Fair 11 22.0 22.0 90.0

Poor 5 10.0 10.0 100.0

Total 50 100.0 100.0

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Section C

Explanation:


How would you rate your level of satisfaction with Servis in regards to customer service?


PercentCumulative

Percent

Valid Extremely Dissatisfied

5 10.0 10.0 10.0

Dissatisfied 5 10.0 10.0 20.0

Neutral 11 22.0 22.0 42.0

Satisfied 16 32.0 32.0 74.0

Extremely Satisfied 13 26.0 26.0 100.0

Total 50 100.0 100.0

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When asked to the Respondents about the satisfaction regarding customer service. 10% of Respondents were Extremely Dissatisfied. 10% Dissatisfied. 22% Neutral. 32% Satisfied and 26 % of Respondents were Extremely Satisfied.

Explanation:

16% of Respondents were Extremely Dissatisfied. 26% Dissatisfied. 18% Neutral. 30% Satisfied and 10 % of Respondents were Extremely Satisfied regarding Price.

Explanation:

10% of Respondents were Extremely Dissatisfied. 22% Dissatisfied. 22% Neutral. 30% Satisfied and 16 % of Respondents were Extremely Satisfied regarding to Value.


How would you rate your level of satisfaction with Servis in regards to price?


PercentCumulative

Percent


8 16.0 16.0 16.0


Neutral 9 18.0 18.0 60.0

Satisfied 15 30.0 30.0 90.0


Total 50 100.0 100.0

How would you rate your level of satisfaction with Servis in regards to value?


PercentCumulative

Percent


5 10.0 10.0 10.0


Neutral 11 22.0 22.0 54.0

Satisfied 15 30.0 30.0 84.0


Total 50 100.0 100.0

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Explanation:

8% of Respondents were Extremely Dissatisfied. 26%Dissatisfied. 22%Neutral.

26% Satisfied and 18 % of Respondents were Extremely Satisfied that their Loyalty to Servis

grown Stronger.

Explanation:

8% of Respondents were Extremely Dissatisfied. 22% Dissatisfied. 26% Neutral.

22% Satisfied and 22 % of Respondents were Extremely Satisfied that Servis values people and

relationships ahead of short-term goals.


Over the past year, my loyalty to Servis has grown stronger


PercentCumulative

Percent


4 8.0 8.0 8.0


Neutral 11 22.0 22.0 56.0

Satisfied 13 26.0 26.0 82.0


Total 50 100.0 100.0

Servis values people and relationships ahead of short-term goals


PercentCumulative

Percent


4 8.0 8.0 8.0


Neutral 13 26.0 26.0 56.0

Satisfied 11 22.0 22.0 78.0


Total 50 100.0 100.0

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Explanation:

6% of Respondents were Extremely Dissatisfied. 8% Dissatisfied. 30%Neutral. 38% Satisfied and 18 % of Respondents were Extremely Satisfied regards quality of product of Servis.

Explanation:

8% of Respondents were Extremely Dissatisfied. 16% Dissatisfied. 20% Neutral.28% Satisfied and 28 % of Respondents were Extremely Satisfied that Servis is providing the same quality for number of years.


How would you rate your satisfaction in regards quality of product of Servis?


PercentCumulative

Percent


3 6.0 6.0 6.0


Neutral 15 30.0 30.0 44.0

Satisfied 19 38.0 38.0 82.0


Total 50 100.0 100.0

Servis is providing you the same quality for number of years


PercentCumulative

Percent


4 8.0 8.0 8.0


Neutral 10 20.0 20.0 44.0

Satisfied 14 28.0 28.0 72.0


Total 50 100.0 100.0

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Explanation: 12% of Respondents were Extremely Dissatisfied. 16% Dissatisfied. 18% Neutral.

18% Satisfied and 36 % of Respondents were Extremely Satisfied that Servis is providing personality match.

Explanation:

16% of Respondents were Extremely Dissatisfied. 6% Dissatisfied. 26% Neutral. 20% Satisfied and 32 % of Respondents were Extremely Satisfied that Servis Outlets are convenient.


If brand is providing you your personality match?


PercentCumulative

Percent


6 12.0 12.0 12.0


Neutral 9 18.0 18.0 46.0

Satisfied 9 18.0 18.0 64.0


Total 50 100.0 100.0

Are you convenient with its outlets?


PercentCumulative

Percent


8 16.0 16.0 16.0


Neutral 13 26.0 26.0 48.0

Satisfied 10 20.0 20.0 68.0


Total 50 100.0 100.0

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Explanation: 0% of Respondents were Extremely Dissatisfied. 18% Dissatisfied. 24%

Neutral.48%Satisfied and 10%of Respondents were Extremely Satisfied with the design and Style of Servis shoes.

Results of Borjan:

Section A

Name

Frequency Percent Valid Percent

Cumulative

Percent

Valid Abid 1 2.0 2.0 2.0

Adeel 1 2.0 2.0 4.0

Adnan 1 2.0 2.0 6.0

Afifa 1 2.0 2.0 8.0


Do you like the Design and style of Servis shoes


PercentCumulative

Percent

Valid Dissatisfied 9 18.0 18.0 18.0

Neutral 12 24.0 24.0 42.0

Satisfied 24 48.0 48.0 90.0

Extremely Satisfied

5 10.0 10.0 100.0

Total 50 100.0 100.0

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Aisha 1 2.0 2.0 10.0

Ali shah 1 2.0 2.0 12.0

Alina 1 2.0 2.0 14.0

Alisha 1 2.0 2.0 16.0

Amir 1 2.0 2.0 18.0

Amna 1 2.0 2.0 20.0

Arshad 1 2.0 2.0 22.0

Asghar 1 2.0 2.0 24.0

Asif 1 2.0 2.0 26.0

Asim 1 2.0 2.0 28.0

awais 1 2.0 2.0 30.0

bilal 1 2.0 2.0 32.0

Fahad 1 2.0 2.0 34.0

Fahar 1 2.0 2.0 36.0

Faraz 1 2.0 2.0 38.0

Fatima 1 2.0 2.0 40.0

Hamza 1 2.0 2.0 42.0

Haseeb 1 2.0 2.0 44.0

Iftikhar 1 2.0 2.0 46.0

Ihtasham 1 2.0 2.0 48.0

Ikram 1 2.0 2.0 50.0

Imran 1 2.0 2.0 52.0

jamal 1 2.0 2.0 54.0

Junaid 1 2.0 2.0 56.0

Khadam 1 2.0 2.0 58.0

M.boota 1 2.0 2.0 60.0

Mahwish 1 2.0 2.0 62.0

Mohsin 1 2.0 2.0 64.0

naheed 1 2.0 2.0 66.0

Noman 1 2.0 2.0 68.0


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Qadoos 1 2.0 2.0 70.0

Raza 1 2.0 2.0 72.0

Sahar 1 2.0 2.0 74.0

saleem 1 2.0 2.0 76.0

Saleem 1 2.0 2.0 78.0

Saman 1 2.0 2.0 80.0

Sehrish 1 2.0 2.0 82.0

Shehbaz 1 2.0 2.0 84.0

Sidra 1 2.0 2.0 86.0

Sohail 1 2.0 2.0 88.0

Sonia 1 2.0 2.0 90.0

Tahir 1 2.0 2.0 92.0

Umer 1 2.0 2.0 94.0

Waqas 1 2.0 2.0 96.0

waseem 1 2.0 2.0 98.0

Zeesha 1 2.0 2.0 100.0

Total 50 100.0 100.0

Explanation:

Fifty respondents were selected for the collection of data of borjan with the names mentioned above.

Explanation:

Total respondents were Fifty, out of which 74% were male and 26% were females


Gender


PercentCumulative

Percent

Valid Male 37 74.0 74.0 74.0

Female 13 26.0 26.0 100.0

Total 50 100.0 100.0

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Explanation:

Out of total Fifty Customers of Borjan, 46% were married and 54% were Unmarried.

Explanation:

48 % of Borjan Customers belonged to Rural Areas and 52 % belonged to Urban

Areas.


Marital


PercentCumulative

Percent

Valid Married 23 46.0 46.0 46.0

Unmarried 27 54.0 54.0 100.0

Total 50 100.0 100.0

Resident


PercentCumulative

Percent

Valid Rural 24 48.0 48.0 48.0

Urban 26 52.0 52.0 100.0

Total 50 100.0 100.0

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Explanation:

Analyzing the descriptive statistics, we found the following results.

Age: Minimum age of respondents from Borjan was 17 Years and Maximum 56 years

with an average of 28.32 years, and Std. Deviation was 9.42303.


Descriptive Statistics

N Minimum Maximum MeanStd.

Deviation

Age 50 17.00 56.00 28.3200 9.42303

Education 50 8.00 16.00 12.7000 2.25198

Brand 50 1.00 15.00 4.1600 2.54238

Valid N (listwise)

50

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Education: Maximum Education of respondents from Borjan was 16 Years and

minimum was 8 years with an average education of 12.7000 years.STD deviation was

2.25198.

Brand

user:

Maximum

usage of

Borjan

Brand with

a single

Respondent

was 15 years

and Minimum was 1 years with an average usage of 4.16 years, and STD deviation was

2.54238.

SectionB


How likely are you to recommend Borjan to a friend or relative? Would u say the chances are...


PercentCumulative

Percent


very good 22 44.0 44.0 76.0

Good 8 16.0 16.0 92.0

Fair 2 4.0 4.0 96.0

Poor 2 4.0 4.0 100.0

Total 50 100.0 100.0

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Explanation:

Total Respondents to this Question were 50 out of which 32% answered this

Question as Excellent, 44% Very good, 16% Good, 4% Fair and 4% Poor

Explanation:

Out of Fifty Respondents 22% of respondents answered this question Excellent,

52% said Very good, 16 % said Good and 2% said Fair, and 5% Respondents answered this

Question as Poor.


How likely are you to repurchase product and services from Borjan? Would you say the chances are....


PercentCumulative

Percent


very good 26 52.0 52.0 72.0

Good 8 16.0 16.0 88.0

Fair 1 2.0 2.0 90.0

Poor 5 10.0 10.0 100.0

Total 50 100.0 100.0

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Explanation:

When Respondents were asked about moving to another Brand if

Alternatives are available at fewer prices, so 24% said Excellent, 16% said Very Good, 26% said Good, 24% said Fair and 10% said Poor that they won’t move to another Brand.


How would you rate the overall quality of your relationship with Borjan considering all of your experiences with them?


Percent


very good 18 36.0 36.0 62.0

Good 10 20.0 20.0 82.0

Fair 8 16.0 16.0 98.0

Poor 1 2.0 2.0 100.0

Total 50 100.0 100.0

How likely are you to move on another brand if better alternative is available? Would you say chances are...


PercentCumulative

Percent


very good 8 16.0 16.0 40.0

Good 13 26.0 26.0 66.0

Fair 12 24.0 24.0 90.0

Poor 5 10.0 10.0 100.0

Total 50 100.0 100.0

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Explanation:

26% Respondents said their quality of relationship was Excellent. 36% said very Good. 20% said Good. 16 % said Fair and 2% Respondents said that their quality of relationship with Borjan was Poor.

i believe Borjan deserves my loyalty


PercentCumulative

Percent


very good 17 34.0 34.0 72.0

Good 9 18.0 18.0 90.0

Fair 4 8.0 8.0 98.0

Poor 1 2.0 2.0 100.0

Total 50 100.0 100.0

Explanation:

38% of Respondents said that their loyalty with Borjan was Excellent. 34% said

very Good. 18 % said Good.8% said Fair and 2% Respondent said that their Loyalty with Borjan

was Poor.


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Section C

Explanation:

When asked to the Respondents about the satisfaction regarding customer service. 10% of Respondents were Extremely Dissatisfied. 16% Dissatisfied. 22% Neutral. 22% Satisfied and 30 % of Respondents were Extremely Satisfied.


How would you rate your level of satisfaction with Borjan in regards to customer service?


PercentCumulative

Percent

Valid Extremely dissatisfied

5 10.0 10.0 10.0

dissatisfied 8 16.0 16.0 26.0

Neutral 11 22.0 22.0 48.0

satisfied 11 22.0 22.0 70.0

Extremely satisfied 15 30.0 30.0 100.0

Total 50 100.0 100.0

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Explanation:

6% of Respondents were Extremely Dissatisfied. 20% Dissatisfied. 28% Neutral. 32%

Satisfied and 14 % of Respondents were Extremely Satisfied regarding Price.


how would you rate your level of satisfaction with Borjan in regards to price?


PercentCumulative

Percent


3 6.0 6.0 6.0


Neutral 14 28.0 28.0 54.0

satisfied 16 32.0 32.0 86.0


Total 50 100.0 100.0

How would you rate your level of satisfaction with Borjan in regards to value?


PercentCumulative

Percent


3 6.0 6.0 6.0


Neutral 12 24.0 24.0 48.0

satisfied 15 30.0 30.0 78.0


Total 50 100.0 100.0

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Explanation:

6% of Respondents were Extremely Dissatisfied. 18% Dissatisfied. 24% Neutral. 30% Satisfied and 22% of Respondents were Extremely Satisfied regarding to Value.

Over the past year, my loyalty to Borjan has grown stronger?


PercentCumulative

Percent


7 14.0 14.0 14.0


Neutral 11 22.0 22.0 50.0

satisfied 16 32.0 32.0 82.0


Total 50 100.0 100.0

Explanation:

14% of Respondents were Extremely Dissatisfied. 14%Dissatisfied. 22%

Neutral. 32% Satisfied and 18 % of Respondents were Extremely Satisfied that their Loyalty to

Borjan grown Stronger.


Borjan values people and relationships ahead of short-term goals?


PercentCumulative

Percent


4 8.0 8.0 8.0


Neutral 10 20.0 20.0 58.0

satisfied 12 24.0 24.0 82.0


Total 50 100.0 100.0

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Explanation:

8% of Respondents were Extremely Dissatisfied. 30% Dissatisfied. 20 % Neutral.

24% Satisfied and 18 % of Respondents were Extremely Satisfied that Borjan values people and

relationships ahead of short-term goals.

Explanation: 22% of Respondents were Extremely Dissatisfied. 14% Dissatisfied. 12% Neutral. 30% Satisfied and 22% of Respondents were Extremely Satisfied regards quality of product of Borjan.


How would you rate your satisfaction in regards quality of product of Borjan?


PercentCumulative

Percent


11 22.0 22.0 22.0


Neutral 6 12.0 12.0 48.0

satisfied 15 30.0 30.0 78.0


Total 50 100.0 100.0

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Explanation:

12% of Respondents were Extremely Dissatisfied. 18% Dissatisfied. 30% Neutral.20% Satisfied and 20 % of Respondents were Extremely Satisfied that Borjan is providing the same quality for number of years.

Explanation: 8% of Respondents were Extremely Dissatisfied. 6% Dissatisfied. 14% Neutral.

16% Satisfied and 56 % of Respondents were Extremely Satisfied that Borjan is providing personality match.


Borjan is providing you the same quality for number of years?


PercentCumulative

Percent


6 12.0 12.0 12.0


Neutral 15 30.0 30.0 60.0

satisfied 10 20.0 20.0 80.0


Total 50 100.0 100.0

If brand is providing you your personality match?


PercentCumulative

Percent


4 8.0 8.0 8.0


Neutral 7 14.0 14.0 28.0

satisfied 8 16.0 16.0 44.0


Total 50 100.0 100.0

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Are you convenient with its outlets?


PercentCumulative

Percent


3 6.0 6.0 6.0


Neutral 7 14.0 14.0 30.0

satisfied 21 42.0 42.0 72.0


Total 50 100.0 100.0

Explanation:

6% of Respondents were Extremely Dissatisfied. 10% Dissatisfied. 14% Neutral. 42% Satisfied and 28 % of Respondents were Extremely Satisfied that Borjan Outlets are convenient.

Do you like the style and design of Borjan?


PercentCumulative

Percent

Valid dissatisfied 3 6.0 6.0 6.0

Neutral 3 6.0 6.0 12.0

satisfied 23 46.0 46.0 58.0

Extremely satisfied

21 42.0 42.0 100.0

Total 50 100.0 100.0

Explanation: 0% of Respondents were Extremely Dissatisfied. 6% Dissatisfied. 6%

Neutral.46%Satisfied and 42%of Respondents were Extremely Satisfied with the design and Style of Borjan shoes.


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CHAPTER 5:

Conclusion and Recommendations

Conclusion:

Customer satisfaction has strong impact on brand loyalty and brand image. We have found by our research that if customers are satisfied then their loyalty to brand will increase and there will be a strong brand image, as well. In nut shell, there is a direct relationship between customer satisfaction and brand loyalty. It means when customer satisfaction increase, brand loyalty increases and when there is loyalty for brand then image of that brand would become stronger.

As, in our study we compared customer satisfaction, brand loyalty and brand image of Servis and Borjan. By analyzing the information collected from respondents about their satisfaction and loyalty to brand (Servis/Borjan). We concluded, that customers of Borjan are more satisfied and loyal to brand as compared to customers of Servis.

Recommendations:

We would tell other Researchers about, what difficulties we have faced during this Research project and we would recommend them some important points so that if they are about to conduct a Research Study on the same topic, it will help them to avoid these difficulties, we noted that there is a specific time of customers to buy from these brands and that time is between 11 AM to 3 PM and then 5 PM to 9 PM, so we Recommend others to visit with in mentioned timing. Respondents of old age were not that responsive as compare to the younger ones so try to collect data from young Respondents and always use Questionnaires to collect data is this type of research.

Suggestions for Servis.

We would suggest Servis to think about there per unit price to maintain the Customer satisfaction and loyalty, because most of their customers were not satisfied with the price, that Servic is charging.

There is need for improvement in the design and style of their shoes to attract more customers and to maintain the customer,s satisfaction.

Most of the customers were not satisfied with the Staff services of Servis, so they should improve their service quality.


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Servis should provide customer value; most customers were not satisfied regarding values.

Suggestions for Borjan:

Borjan should improve the quality of their product because most of their customers were concerned about the quality of Borjan shoes.


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Appendix:

References:

JR. L.S Stephen, Omar W.N, Wahid AN, Ismail I and Harun A. a study on effects of brand image and overall satisfaction and loyalty intention in context of color cosmetics in Malaysia in the Journal of Asian Academy of Management Journal 2007 12(1) 83-107

www.usm.my

JR. L.S Stephen, A study on brand image satisfaction and loyalty among Malaysian Females consumers: The moderating effects of personality and dwelling areas in Malaysia Unpublished Article (20

www.usm.my

Ha Che N, Hashim S. A study on Brand equity customer satisfaction and loyalty in Malaysian banking sector in Malaysia in Journal of International Review of Business Research Papers (2007) 3(5) 123-133

www.bizresearchpapers.com

Gocek I, Kursun S and Becerem IY: A study on Perception on customer satisfaction in Textile Industry in Turkey in Journal of World Acadamy of Science, Engineering and Technology (2007) 2 (3) 17-29

www.wasetrac.nz

Silva DVR, Alvi SFS: A study on Online Brand attributes and Online Brand images in Manchester Unpublished Article (2007)

www.econ.upf.edu

Sobhan B Mr: A study of customer satisfaction in post sale services with reference to Maruti Suzuki service India Ltd in India Unpublished Article (2010)

www.scribed.com

Hollowell R: A study on The Relationship of Customer Satisfaction and Customer Loyalty in USA in Journal on International Journal of Service Industry Management (1995) 7(4) 27-42.

www.emeraldinsight.com


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Moinuddin MNA, Bhomik A, Rehman TM, Ameen T and Hasan TM: A study on Customer Satisfaction of AKTEL GSM in Bangladesh Unpulished Article (2009)

www.scribed.com

Alam FM: A study on Customer Satisfaction of Grameen Phone in Dhaka, Bangladesh Unpublished article (2007)

www.scribed.com

Kumar V: A study on Customer Satisfaction and Brand Performance of Jeans Trousers in Kolkata India Unpublished Article (2009)

www.slideshare.com

Shops of Servis:

Servis shop old Bus stand Gujrat, Pakistan Servis shop, Pace GT Road, gujrat, Pakistan Servis shopr, server gold plaza Gujrat, Pakistan Servis shop, timble chowk, Gujrat, Pakistan Servis shop1, main bazaar Gujrat, Pakistan Servis shop2, main bazaar Gujrat, Pakistan Servis shop3, main bazaar Gujrat, Pakistan Servis shop, Aeena center, Gujrat, Pakistan Servis shop, kachahri Road Gujrat, Pakistan

Shops of Borjan:

Borjan shop, timble chowk Gujrat, Pakistan Borjan shop, old bus stand, Gujrat, Pakistan Borjan shop, server gold plaza, Gujrat, Pakistan


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Questionnaire

Questionnaire os Servis:

S ection – A

Name: ____________________

Age: ______________________ in years,

Gender: Male Female

Marital Status: Married Unmarried

Residential Area Rural Urban

Education: ______________ in years,

Monthly Income________ in rupees,

Brand User______________ in years,


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Section – B

You are required to tick only one option.


Sr. No

Question Excellent Very good Good Fair Poor

1. How likely are you to recommend Servis to a friend or relative? Would you say the chances are …

2. How likely are you to repurchase products and services from Servis? Would you say the chances are …

3. How likely are you to move on another brand if better alternative is available? Would you say chances are …

4. How would you rate the overall quality of your relationship with Servis, considering all of your experiences with them? Would you say it is …

5. I believe Servis deserves my loyalty

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Section - C

On a scale of 1 to 5 where 1 represents "Extremely dissatisfied" and 5 represents "Extremely satisfied". You are required to tick only one option

Sr. No.

Question 1 2 3 4 5

1. How would you rate your level of satisfaction with Servis in regards to customer service?

2. How would you rate your level of satisfaction with Servis in regards to price?

3. How would you rate your level of satisfaction with Servis in regards to value?

4. Over the past year, my loyalty to Servis has grown stronger

5. Servis values people and relationships ahead of short-term goals

6. How would you rate your satisfaction in regards quality of product of Servis?

7. Servis is providing you the same quality for number of years

8. If brand is providing you your personality match?

9. Are you convenient with its outlets?

10. Do you like the design and style of Servis?

Questionnaire of Borjan:


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S ection – A

Name: ____________________

Age: ______________________ in years,

Gender: Male Female

Marital Status: Married Unmarried

Residential Area Rural Urban

Education: ______________ in years,

Monthly Income________ in rupees,

Brand User______________ in years,

Section – B


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You are required to tick only one option.

Section - C


Sr. No

Question Excellent Very good Good Fair Poor

1. How likely are you to recommend Borjan to a friend or relative? Would you say the chances are …

2. How likely are you to repurchase products and services from Borjan? Would you say the chances are …

3. How likely are you to move on another brand if better alternative is available? Would you say chances are …

4. How would you rate the overall quality of your relationship with Borjan, considering all of your experiences with them? Would you say it is …

5. I believe Borjan deserves my loyalty

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On a scale of 1 to 5 where 1 represents "Extremely dissatisfied" and 5 represents "Extremely satisfied". You are required to tick only one option

Sr. No.

Question 1 2 3 4 5

1. How would you rate your level of satisfaction with Borjan in regards to customer service?

2. How would you rate your level of satisfaction with Borjan in regards to price?

3. How would you rate your level of satisfaction with Borjan in regards to value?

4. Over the past year, my loyalty to Borjan has grown stronger

5. Borjan values people and relationships ahead of short-term goals

6. How would you rate your satisfaction in regards quality of product of Borjan?

7. Borjan is providing you the same quality for number of years

8. If brand is providing you your personality match?

9. Are you convenient with its outlets?

10. Do you like the design and style of Borjan?
