It is with humble honor and respect that I submit my internship report on "Customer Satisfaction Rate of Social Enterprise Aarong-A". This report is an integral part of our academic courses at the end of the BBA program, which gave me an opportunity to gain an insight into the level of customer satisfaction of social enterprise Aarong. I am Abu Sayed, Bachelor of Business Administration student, ID: BBA1801013058 from Sonargaon University, I solemnly declare that this Aarong-A social enterprise customer satisfaction rate report is authentically prepared by me.
This is to confirm that this project report titled “Customer Satisfaction Level of Aarong – A Social Enterprise” is the bona fide work of Abu Sayed who conducted the research under my supervision. Acknowledgment that this report is the result of help and sincere cooperation of various people. The purpose of this report is to see the customer satisfaction level of leading local brand Aarong, a BRAC social enterprise.
I believe this report will be useful to those who are willing to prepare a report in related areas.
Chapter-1 Introduction
- Background
- Objectives of the Report
- Broad Objective
- Scopes
- Research Methodology .1 Study Area and population
- Study Approach
- Sample Size
- Limitations
In the last part of the BBA (Bachelor of Business Administration) program, it is mandatory to do an internship for three months at a supposed organization and on this basis we are expected to submit a report to our specific faculty supervisor of the university. The aim of this internship report is to explore theoretical knowledge about business administration and practical knowledge. With the blessing of Almighty Allah, I was given the chance to do my internship program at Aarongcentre, the pioneer lifestyle fashion house in Bangladesh.
The main purpose of this internship report is to analyze Aarong's customer satisfaction level and examine their perception about service. The study population consisted of all categories of customers who are regular buyers and occasional buyers in the Aarong stores.
Chapter - 2
Review of literature
Review of literature
It is necessary to put the customer at the center of the business according to its strategies, events and processes. However, few studies have evaluated consumer acceptance of the PSS concept – a consumption based on non-ownership of physical products, see for example studies on car sharing schemes (Schrader 1999; Meijkamp 2000), ski hire and laundry services (Hirschl, Konrad) et al. 2001). Finding shows that commitment and vision of the management system is highly required for a successful CRM implementation.
The structure of the strategy must be based on the flexibility and explicitness of policies, especially price policies. In fact, the mentioned factors are very important to increase customer loyalty and thus to increase the company's benefits (Khaligh et al. 2012). This information could help customer-facing employees in different areas of the organization to make quick and well-informed decisions from target marketing strategies to up-selling and cross-selling to shape the company in a competitive position in the market among rivals.
In fact, according to the conclusion, this model believes in the customer perception to know more about their needs and treat each of the customers as they are only customers in the organization to solve the customer's problems. Therefore, the organization should discover different requirements from the customer and adapt their policies according to the needs to increase the company's profit. According to the conceptual framework proposed by Faed (2010), customer relationship management strengthens the relationships between customers and competitors in a company to increase the organization's share in the marketplace by integrating technology, procedures and people.
Kim et al. (2003) point out that each perspective of the CRM framework is evaluated by a set of related metrics. Although a process may be tied to a physical product, performance is transitory, often intangible in nature, and usually does not result in ownership of any factor of production. A service is also an economic activity that creates value and provides benefits to customers at specific times and places by bringing about a desired change in or on behalf of the service recipient.
Chapter - 3
Organizational Overview
- History
- Name History
- Brand History
- Logo History
- Vision, Mission & Values Vision: Vision
- Products of Aarong
Aarong is a BRAC (Community-wide Resource Building) enterprise and is a unique CSR (Corporate Social Responsibility) based handwork organization established in 1978 and committed to evolve the existence of the disadvantaged, pushing items received from Bangladesh Also opening those entries thus opening their items can be exported. Designers and inventors of the result go advertised Towards Aarong, don't have to provide main those associations Regarding illustration authority for the neighborhood crafts, However they also bring rekindled enthusiasm and Fame for the styles What's more conventional crafts that will local of the province. All around Bangladesh and over universal destinations, those for the sake of Aarong will be synonymous with quality, innovation. What is more unique.
Beginning with a lone store, Aarong need developed among a standout among Bangladesh's largest, for fifteen stores spread across the actual metropolitan zones of the country - done Dhaka, Chittagong, Khulna, Sylhet, Comilla, Narayangonj What more person done London, United Kingdom. With reasonable artisans in the city, what more connoisseurs get the chance to show their talents and show off their handmade universal items. Within a few A long time, Aarong stretched from you to stop offering that one lone store of the most amazing retail chains for Bangladesh.
Today, it can be a chance to effectively say that Aarong should be the biggest stage for autonomous gatherings and family-based activities to offer their crafts in the national showcase What is more universal. When we visit a reasonable city, parts of help are needed from the claim of inventive and unprecedented things that we understand reasonable about the city. Finally Tom is reviewing his result What's more administration Aarong logo also built a solid mark in the national business market benefits and also the world market.
The shade of the peacock in the logo can be orange. It speaks about vitality. With this logo, Aarong communicates that his items need help in the same way as amazing. Moreover, it is an exceptional illustration, just like a peacock. Aarong's product lines have also grown with the growth of the organization.
Terracotta Products Decorative Dining Lamps Plant Accessories Bamboo/Leaf Products Living Dining
Services
Aarong Retail Outlets
Chapter -4
Job Description and Responsibilities
Job Description and Responsibilities
Aarong is the leading as well as pioneer in the lifestyle fashion house in Bangladesh. In this competitive era to maintain and maintain the position they are doing prosperous product development. So recently they are starting research activities and since Aarong is an enormous company, they needed an intern to help with their research methodology.
I worked as an intern in the Market Research and Product Development department at the Aarongcentre for 3 months. Description of the jobs In my working experience of 3 months, I go through various responsibilities, one-on-one conversation, team meeting etc. For this, I distributed the questionnaire in five different outlets of Aarong namely Dhanmondi1, Gulshan, Moghbazar, Uttara, Mirpur (25 Sales employee in every point of sale).
From here I collect 125 questionnaires, from which I put the collected data into a separate spreadsheet for each of the outlets and then represent it in a bar chart. Then I made a compilation spreadsheet for three of the outlet and also the graphical representation. Here we distributed the questionnaire to 204 customers at Dhanmondi-1 and Mirpur outlets in Aarongand did an online survey on the Aarongfacebook page where we got 102 votes.
Before the end, I worked for the Aarong brand with various restaurants and some resorts for their loyal customers. Along with all this, I also went to Aarong E-commerce, observed their back-end operations and learned how they manage inventory specifically for e-commerce.
Learning outcome
Observations and Recommendations
Chapter - 5 Data analysis
Survey Findings and Analysis
- Respondent Profile
- Gender
- Respondent Parches behavior
- Product Quality
- Product Design
- SA Service
- Outlet Ambiance
- Overall Satisfaction
Chapter - 6
Findings
Findings
To gain more insights into consumer behavior if a focus group discussion or in-depth interview could be conducted along with a direct questionnaire survey; this would elicit a more factual view. But it can be an avenue for further research to get more candid and detailed information.
Chapter - 7
Recommendations and Conclusion
Recommendations
Aarong is very active and is always concerned about their customer satisfaction, various divisions of Aarong are very active to bring something new to their customers. Aarong always try to improve their customer service according to their need and demand. But since customer satisfaction is a dynamic function and new interns come as competitors, they should also be ready for this and for this they should give more importance to the following issues.
Research and analyze the market regularly so that they can find out the needs and demand of the customers regularly and this will help to find out whether the customer is happy or unhappy. Regular monitoring will help to know where customers are dissatisfied, e.g. price, design, product quality or services. Aarong should make it easier to communicate to the customers, like most of the customers watch TV, reed daily newspaper, so they have to give TV and newspaper ads instead of only magazine and billboard ads.
They can also start adapting the strategy for some unique traditional products like jewelery products, Nakshikantha and jute products which will also be guided as the first step in this strategy here. The marketing team should give more importance to visibility, such as increasing the more attractive colorful speaker on the shelves; make a significant difference in the display of different products so that the consumer can easily notice the product. As the survey results show that 80% of the customers are graduates or post graduates, we should do something in marketing so that these highly educated customers can actively participate, such as organizing campaigns on New Year, Valentine's Day, PahelaBaishakh, Christmas and other seasonal events, they can also offer a gift or coupon for the lucky ones to help build better customer relationships.
From the results of the survey it is shown that a large number of respondents are between 25-34 years old.
Conclusion
Bibliography
Appendix
