Measurement of customer satisfaction levels in copier industry; Modi Xerox, Hyderbad

Abstract

The objective of the study in customer satisfaction levels in copier industry is to measure MX customer satisfaction level and compare it with that of the competitors. Moreover, identify problem areas related to product and all aspects of service. The sample customers for MX were selected randomly from the total list of customers. A quota sample was taken in the case of the competitors. Care was taken to make the competitors' sample representative of the population. The questionnaire was administered personally. It is found that there is significant difference in satisfaction levels of MX & Canon (with MX leading) on that following attributes overall satisfaction, product satisfaction, service satisfaction, satisfaction with invoicing, response to queries, ease of obtaining service, waiting time, technical knowledge of service engineering, time taken to repair the copier and response to request for emergency service. There is significant difference in satisfaction levels of MX and HCL (with MX leading) on the following attributes: overall satisfaction, brand loyalty, product satisfaction, telephone service, satisfaction on frequency of breakdowns, copy quality. paper jams, ease of obtaining service, waiting time. technical knowledge of service engineers, time to repair the copiers, waiting time for spares and response time.