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A

STUDY
ON
CUSTO
MER
SATISF
ACTIO
N IN
VIJAYA
DAIRY

INTR
ODUC
TION
Dairyin
g has
emerge
d as a
dynami
c
instrum
ent t
raise
the
sci!
ecnm
icstatus
" rura#
$e$#e
thrugh
em$#y
ment
and
incme
generati
n% The
dairy
"armers
are nt
n#y &e
ne"ited
&y mar
'eting t
he mi#'
and mi#
' $rdu
cts &ut
a#s "r
mharne
ssing
the
gr(ing
#i)estc
'
(ea#th
and a
range "
anima#
&y
$rduct
s%
Dairyin
ghas
&ecme
and
integra#
su&!
system
"
agricu#t
ure%
E""rts
are
&eing
made t
rgani*e
it as an
industry
thrugh
c !
$erati)
e and
$ri)ate
enter$ri
ses%Dair
ying has
&een a
traditin
a# rura#
huseh
#d
ccu$ati
n% +ut
it cu#d
nt
&emade
cmmer
cia##y
)ia&#e
"r #ng
and
remaine
d
unrgan
i*ed%
,ith
the
success
" AM
U-. an
d attem
$ts at
rgani*i
ng dair
y c!
$erati
)es in
many st
ates dur
ing
Operati
on
Flood I
and
II,
$e$#e/
s
$artici$
atin "r
cmm
n
ecnmi
c
emerged
in theda
iry
sectr%
Since
0120.
the
c##ecti
n "
mi#'
thrugh
the
c$erat
i)es has
&een
)er 34
$ercent
" the
tta#
mi#'
c##ecti
n "
rgani*e
d sectr
in the
cuntry%
The
num&er
" mi#'
c$erat
i)e in
the
cuntry
during
0133
(as
43.356
(hich is
n(
increase
d
ta&ut
26.666
scieties
% Fr
#ng
time.
$re)ente
d $ri)ate
enter$ris
es "rm
the
g)ern
mentsett
ing u$ d
airy uni
ts and c
m$etin
g (ith t
he c$
erati)es
% 7(e
)er. sec
tr (as
de#icens
ed in
0110.
$a)ing
the $ath
"r
$ri)ate
sectr
cm$eti
tin% A
#arge
num&er
" sma##
dairies
ha)e
crne u$
in ma8r
cities%As
(e
'n(
)ery
(e##
that the
dairying
is ne
" the
ma8r
industry
in
India%T
he c(
(as
adrned
as
mther
"
$#enty
and
$rs$eri
ty (ith
catt#e as
&ac'&
ne
"r agri
cu#ture%
24
$ercent
" the
rura#
$e$#e
are cm
$#ete#y/
de$ende
nt n
agricu#t
ure
"r their
#i)e#ih
d%
Mre
than 26
9 "
the
rura#
"armers
&e#ngs
t
categr
y "
thesma#
#
"armers.
margina
# "armer
s and ag
ricu#tur
a# #a&r
ers% :$
u#atin
e;$#si
n (ith#
imitati
n "
agricu#t
ura#
areas
"r "d
$rducti
n. has
&rught
n
greater
need
"r harn
essing
the
a)ai#a&#
e #and.
#i)estc
' and
#a&r t
achie)e
se#"!
su""icie
ncy in
mi#' $r
ducti
n%The (
hite Re
)#uti
n r $
eratin
"#d a
s it is (
ide#y '
n(n. "
und it
sgenesi
s in this
thin'ing
.
im$ress
ed &y
the
ecnm
ic
trans"r
matin.
it has
&rught
a&ut in
the #i"e
sty#es
" the
<u8arat
"armers
. The
gigantic
tas' "
re$#icat
in "
P R A
B H A
T H I N
S T I T
U T E
O F C
O M P
U T E
R S C
I E N C
E P a
g e
0

A
STUDY
ON
CUSTO
MER
SATISF
ACTIO
N IN
VIJAYA
DAIRY
=Amu#=
r
=Anand
=
$attern.
(hich
&rist#ed
(ith
$r&#em
s
%$articu#
ar#y in
ta#'ing
the $(
er
cnsci
us
&ureauc
racy at
the
$#icy
ma'ing
#e)e#.
(as
entruste
d t
Dr.
Verghes
e
Kurien,
the
yung
Enginee
r
"rm >e
ra#a
(h has
$er"rm
ed
this mir
ac#e
admira&
#y
in<u8ar
at
(r'ing
(ith a
missin
ary
*ea#%The
gr(ing
demand
"r mi#'
in
+m&a
y
$r)ide
d the
stimu#u
s "r the
mi#' $r
ducers
in >aira
district t
increa
se $rdu
ctin an
d the />
aira Dist
rict C
$erati)e
Mi#'
:rduce
rs
Unin.
$$u#ar#
y
'n(n
as
=Amu#=
came
int
&eing%
Starting
(ith 8us
t t( mi
#'
$rduce
rs=
scietie
s
(ith a d
ai#y
c##ecti
n
" ?46 #i
ters
in 01@3.
Amu#n
( has a
mem&e
rshi$ "
5.A6.66
6 "arme
rs hand
#ing a&
ut 3.4
6.666 #i
ters and
distri&ut
ing
a&ut
Rs% 066
crre
annua##y
t(ards
that cst
" mi#'
su$$#ied
&y them%
Custom
er satisf
action
. a &usiness term.
is a measure "
h( $rducts
and ser)ices
su$$#ied &y a
cm$any meet
r sur$ass
custmer
e;$ectatin% It is
seen as a 'ey
$er"rmance
indicatr (ithin
&usiness and is
$art " the "ur
$ers$ecti)es "
a+a#anced
Screcard%In a c
m$etiti)e mar
'et$#ace (here
&usinesses cm
$ete "r custm
ers. custmer sa
tis"actin is
seen as a 'ey
di""erentiatr
and
increasing#y has
&ecme a 'ey
e#ement
" &usiness strat
egy% There is a s
u&stantia# &dy
" em$irica# #itera
ture that esta&#is
hes the &ene"its
" custmer
satis"actin "r
"irms%
Measuri
ng
custome
r
satisfact
ion
Organi*
atins n
eed t r
etain e;
isting c
ustmer
s (hi#e
targetin
g nn!
custm
ersBMea
suring
custme
r
satis"act
in
$r)ides
an
indicati
n "
h(
success"
u# the
rgani*a
tin isat
$r)idin
g
$rducts
andCr
ser)ices
t the
mar'et$
#ace%Cus
tmer
satis"act
in is
an
a&stract
cnce$t
and the
actua#
mani"es
tatin
" the
state"
satis"act
in (i##
)ary
"rm
$ersn
t
$ersn
and
$rductC
ser)ice
t
$rductC
ser)ice%
Thestate
"
satis"act
in
de$ends
n a
num&er
" &th
$sych#
gica#
and
$hysica#
)aria&#e
s
(hichc
rre#ate
(ith sat
is"acti
n &eha)
irs suc
h
as retur
n and
recmm
end rate
% The
#e)e# "
satis"act
in can
a#s
)ary
de$endi
ng n
ther
"actrs
the
custme
r. such
as ther
$rduct
sagainst
(hich
the
custme
r can
cm$are
the
rgani*a
tin/s
$rducts
%
P R A
B H A
T H I N
S T I T
U T E
O F C
O M P
U T E
R S C
I E N C
E P a
g e
?

A
STUDY
ON
CUSTO
MER
SATISF
ACTIO
N IN
VIJAYA
DAIRY
,r'
dne &y
:arasura
man.
Deitham
# and
+erry
E-enar
d
-F &et(
een
0134
and
0133de#
i)ered S VG
UA- (hich
$r)ide
s the &a
sis "r t
he mea
sureme
nt " cu
stmer
satis"ac
tin (it
h a ser)
ice &y u
sing the
ga$ &et
(een th
e cust
mer/s e
;$ectati
n " $
er"rma
nce and
their $er
cei)ed e
;$erienc
e " $er"
rmance
% This $r
)ides t
he resea
rcher (i
th a
satis"act
in
=ga$=
(hich is
semi!
Huantita
ti)e in
nature%
Crnin
and
Tay#r
e;tende
d
thedisc
n"irmati
n
thery
&y
cm&ini
ng the
=ga$=
descri&e
d &y
:arasur
aman.
Deitham
#
and+err
y as t(
di""eren
t
measure
s
E$erce$t
in and
e;$ectat
inF
int a
sing#e
measure
ment
" $er"
rmance
re#ati)e
t
e;$ectat
in%The
usua# m
easures
" cust
mer sati
s"actin
in)#)e
asur)ey
I@J
(ith a
set
" state
ments u
sing a-i
'er t Tec
hniHue
r sca#e%
The cus
tmer i
s as'ed
t e)a#u
ate eac
hstatem
ent in
terms "
their
$erce$ti
n and
e;$ectat
in "
$er"rm
ance "
the
ser)ice
&eingm
easured%
Method
ologies
Americ
an
Custm
er
Satis"ac
tin
Inde; EA
CSIF is
a
scienti"i
c
standar
d "
custme
r satis"a
ctin%
Academ
ic
research
has
sh(n
that the
natina#
ACSI
scre is
a strng
$redict
r " <r
ss Dm
es tic :r
du ct E<
D:F gr
(th. an
d
an e)en
strnger
$redict
r " :er
sna# C
nsum$ti
n
E;$endi
tureE:C
EF
gr(th%
On the
micrec
nmic
#e)e#.
research
has
sh(nt
hat AC
SI data
$redicts
st c' m
ar'et $e
r"rman
ce. &th
"r mar
'et indi
ces and
"r indi
)idua##y
traded
cm$an
ies%
Increasi
ng
ACSI
scres
has
&een
sh(n
t
$redict
#ya#ty.
(rd!
"!
muth r
ecmme
ndatin
s. and $
urchase
&eha)i
r% The A
CSI
measure
s cust
mer sati
s"actin
annua##y
"r
mre
than
?66
cm$ani
es in @5
industri
es and
06
ecnmi
c
sectrs%I
n
additin
t
Huarter#
y
re$rts.
the
ACSI
methd
#gy
can &e
a$$#ied
t
$ri)ate
sectr c
m$ani
es and
g)ern
ment
agencie
s in
rder t
im$r)e
#ya#ty
and
$urchas
e intent%
T(c
m$anies
ha)e
&een
#icensed
t a$$#y
the
methd
#gy "
the
ACSI
"r &th
the
$ri)ate
and $u&
#ic sect
rKCFI
<ru$.
Inc% a$$#
ies the
methd
#gy
" the
ACSI
""#ine.
andFre
see Res
u#tsa$$#i
es the
ACSI t
(e&sites
and
ther
n#ine
initiati)
esThe>
an m
d e# is a t
hery
" $rdu
ct de)e#
$ment
and cus
tmer s
atis"acti
nde)e#
$ed in
the
0136s
&y
:r"ess
r Nri
a'i >an
that
c#assi"ie
s cust
mer $re
"erences
int"i)e
categri
esK Attr
acti)e.
One!
Dimens
ina#.
Must!
+e. Indi
""erent.
Re)erse
% The >
anmd
e# ""ers
sme
insight
int the
$rduct
attri&ute
s (hich
are $erc
ei)ed
t &e
im$rta
nt t
P R A
B H A
T H I N
S T I T
U T E
O F C
O M P
U T E
R S C
I E N C
E P a
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