Customer Satisfaction and Brand Loyalty: A Case Study of Kanaknidhi

This report investigates customer satisfaction at Kanaknidhi Enterprise, a partnership firm specializing in garment accessories. It addresses the issue of low customer satisfaction and explores factors affecting it, emphasizing the importance of understanding customer needs and expectations. The report aims to examine the impact of customer satisfaction on brand loyalty, identifying methods for improvement and assessing trends over time. It covers the organization's background, problem review, research objectives, and a literature review, highlighting the significance of customer retention for small-scale organizations like Kanaknidhi. Ultimately, the report seeks to provide insights into enhancing customer satisfaction, brand value, and long-term sustainability for the enterprise. Desklib offers a platform to explore similar assignments.

Customer satisfaction
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Research Topic. Customer satisfaction............................................................................................3
INTRODUCTION...........................................................................................................................3
Background of the organisation..............................................................................................5
Review of problem/issue........................................................................................................5
Rationale for selection of topic...............................................................................................6
Literature Review.............................................................................................................................7
REFERENCES................................................................................................................................8
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Research Topic. Customer satisfaction
INTRODUCTION
Consumer satisfaction is mainly defined as measurement that determines the extent at which
consumers are happy with organization capabilities, products, and services. Consumer
satisfaction plays vital role for every organization irrespective of its size and scope (Amalia and
Putra, 2021). As with the help of consumer satisfaction organization can measure consumer
retention and loyalty and can further undertake various strategies to enhance revenue and overall
level of consumer satisfaction. There are various factors which affect consumer satisfaction that
include technology, consumer understanding and services. It is important for an organisation to
analyse all these factors which are having positive and negative impact on consumer service to
develop a strong base of satisfied and loyal consumers. To improve consumer satisfaction level,
it is essential for a company to provide transparent services and facilities to consumers with an
honest marketing. In addition to this it has been identified that consumer satisfaction has direct
impact on profitability and sales of organization as they are the main source of the success of
organization, as satisfy consumers tend to repeat purchase which increases brand loyalty
(Geebren, Jabbar and Luo, 2021). Furthermore, it has been underlined that consumer satisfaction
is mainly used as a key performance indicator which helps in tracking the measure at which
consumers are satisfied with company products and services. This is mainly a psychological state
which is measured by expectation of consumers. In simple terms consumer satisfaction is defined
as how well organization services facilities and product fulfil consumer expectations and needs.
With the help of measuring consumer satisfaction organization can efficiently identify their
weakness and can find out measures to improve the services to significantly maximise overall
level of consumer satisfaction. Consumer satisfactions maximise consumer lifetime value which
is important for every organization whether it is operating in small medium or large sector, as if
business underestimate day the importance of consumer satisfaction, then need to invest more in
acquiring new consumers. Consumer satisfaction enhances lifetime value which significantly
increase organization brand exposure in market segment. With the help of having strong base of
satisfied consumers organization can maximise their overall revenue in a well-defined and
effective manner. Consumer satisfaction plays essential role for an organisation and effectively
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helps in retaining consumers for longer period. With the help of retaining consumers
organisation can huge amount of money in the process of acquiring new consumers.
Furthermore, to acquire new consumers organisation is required to spend time resources and
additional capital. This can be effectively used with the help of retaining consumers which can
be possible if they are fully satisfied. Especially for small scale organisation it is essential for
them to retain consumer behaviour with the help of fulfilling their needs and demands
efficiently. In addition to this that has been underlined that consumer satisfaction is important as
it effectively enhances is consumers loyalty which helps in improving organisation profitability
and productivity at constant rate. In this it is essential for an company to take regular feedback
from consumers in order to analyser satisfaction level towards organisation products and
services. With help of consumer satisfaction company can maximize their strength and can
overcome weaknesses. In addition to this it has been identified that retaining consumers in
today's business world is it per then acquiring new consumers. For a small-scale organisation like
Kanaknidhi it is important for them to retain consumers by providing them higher satisfaction. In
this it is essential for organisation to identify the actual needs and demands and fulfil them
effectively by providing them a high-quality production services to retain them for longer period
of time. Furthermore, it has been identified that the help of retaining satisfied consumer
organisation can significantly enhanced reputation which helps in efficient increasing company
brand value in market. Consumer satisfaction also helps in driving growth which helps a
company to sustain for longer period. In retail industry there is high competitiveness whether it is
small- or large-scale organisation. In this consumer satisfaction influence play most important
role. In this highly satisfied consumer have capability to significantly improve morale of
employees which help them to stay with an organisation for longer period of time, as lower level
of employee and lower engagement decreases profitability and sales of organisation on
simultaneous basis. In this with the help of emphasising upon consumer satisfaction this
organisation can make their benefits in various aspects such as retaining trustable and loyal
consumers, retaining employees for a longer period of time and enhancing organisation brand
value in market.
Present report is conducted on kanaknidhi which is operating its business operations as a
partnership firm and engage in the manufacturing of high-quality products and services. it is
mainly a manufacturer business organization which offers wide range of garment accessories to
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consumers, hanger, and mannequin. it is mainly a small-scale organization with approximately
10 employees. it is important for respective organization to effectively understand the concept
and importance of consumer satisfaction to offer high quality products and services to consumers
safely, as in competitive business environment in retail sector it is important to offer high quality
products and services in competitive price range to enhance organization long term sustainability
and growth. present research analysis is conducted on the concept of consumer satisfaction an
understanding of consumer expectation and needs.
Background of the organisation
Kanaknidhi enterprise is a partnership firm which is operating in manufacturing of
excellent and high quality range of male mannequin, kids and female mannequin, hangers etc
(Han and Kim, 2021). This organisation offers high quality mannequin and products in
reasonable price. Company offers wide range of racks and hangers and mannequin with excellent
quality. In addition to this it has been identified that with the help of providing high quality and
excellent range of products this organisation satisfy consumers needs and demands efficiently.
Review of problem/issue
The present organisation which is selected to conduct current investigation is Kanaknidhi
which offers high quality range of kids, females, and males’ mannequin etc to consumers. It is a
small-scale organisation which is engaged in the issue of low level of consumer satisfaction. In
this issue is faced by company due to many reasons which is identified in this report.
Furthermore, it has been observed that company is a small-scale organisation with a smaller
number of employees in which it is essential for them to manage satisfaction number of
consumers who belong from various location. Thus, it has been identified that present
dissertation helps organisation to overcome the issue and identifies the way company is currently
understanding consumer needs and expectations. Report also discusses the trends over the time
which is essential for organisation to overcome in a timely manner, as consumer satisfaction
have positive impact upon brand loyalty through which organisation can significantly enhance
overall productivity and profitability efficiently.
Research Aim: Research aim expresses aspiration or intention of research study. In simple terms
are research aim efficiently summarising sentences to identify what researcher is aiming towards
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to achieve at the end of the research project. Mentioned below research aim for presentation is
being given:
Customer satisfaction is my research aim, provide the quality product to the customer,
reach the product safely to the customer and product price is competitive in retail sector. A case
study on kanaknidhi enterprise.
Main purpose of this dissertation is:
To examine the impact of customer satisfaction on brand loyalty.
Personal Interest: -
 To comprehend the idea of brand loyalty.
 Recognize the significance of customer satisfaction in business.
 To identify various methods for increasing customer satisfaction.
 To investigate the impact of customer satisfaction on organizational brand loyalty.
Objectives: Research objectives mainly describes consistently the thing which investigator is
trying to achieve. In simple terms it mainly summarises accomplishment of researcher wishes to
achieve throughout the project to provide research a proper direction. The main aim of research
objective is detailed and careful study of particular concern or problems. Mentioned below
research objectives of present research is being given.
 Understanding your customers' expectations and needs.
 Assessing how well kanaknidhi enterprise and its competitor meet the expectation and
requirement
 Based on your findings, create service and/or product standards.
 Examining trends over time in order to act in a timely manner.
 Establishing priorities and standards to assess how well you've met your objectives.
Rationale for selection of topic
The present organisation which is selected to conduct kanaknidhi enterprise which is
operating in the process of offering female, male and kids’ mannequin and other products. The
main issue that organisation says is associated to consumer satisfaction being a small-scale
organisation. It is important for company to satisfy consumers and fulfil their needs and
demands. Furthermore, it has been identified that organisation is also facing the current trend
over the time which is affecting their business operation. In this to effectively prioritise
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objectives to fulfil consumer needs and expectation in timely manner. With the help of this
research proper analysis of the impact of consumer satisfaction and brand loyalty can be
determined. It has been identified that present research also determined impact of consumer
satisfaction which assist researcher to gain insight into the study knowledge and areas. In
addition to this it has been identified that present research will also aid scholars in conducting
dissertation research of the subject in efficient manner.
Literature Review
Literature review is defined as an overview of previously published works on a specific
topic resource which cover scholarly journal articles, government reports, books, website etc
(Lin and Gang, 2021). Literature review plays most important role in research as it duly
identifies inconsistency as well as gaps in research along with the conflicts in previous studies
(Siswati, 2021). With the help of literature review in-depth analysis of objectives can be
conducted which helps in having proper understanding of the selected research topic.
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REFERENCES
Books and Journals
Amalia, L. and Putra, P., 2021. The Effect of Service Quality, Product Quality, Experimental
Marketing and Location by Intervening Consumer Satisfaction on McDonald's
Repurchase Interest in the Green Garden Kedoya Branch. Journal of Management and
Leadership, 4(1), pp.53-67.
Geebren, A., Jabbar, A. and Luo, M., 2021. Examining the role of consumer satisfaction within
mobile eco-systems: Evidence from mobile banking services. Computers in Human
Behavior, 114, p.106584.
Hadiantini, R. and Hendrayati, H., 2021, March. The Importance of Consumer Satisfaction for E-
Commerce Users: How That Affects Consumer Behavior on Consumer Satisfaction?.
In First International Conference on Science, Technology, Engineering and Industrial
Revolution (ICSTEIR 2020) (pp. 96-104). Atlantis Press.
Han, Y.S. and Kim, J.H., 2021. Performing arts and sustainable consumption: Influences of
consumer perceived value on ballet performance audience loyalty. Journal of
Psychology in Africa, 31(1), pp.32-42.
Lin, L.W., Ji, Z. and Gang, X., 2021. A SURVEY OF CONSUMER SATISFACTION WITH
MOBILE PAYMENT SYSTEM: AN EMPIRICAL STUDY OF A UNIVERSITY IN
ZHEJIANG PROVINCE. International Journal of Research-GRANTHAALAYAH, 9(2),
pp.266-274.
Manyaga, F. and Hacıoğlu, Ü., 2021. Investigating the impact of mobile telecom service
characteristics on consumer satisfaction in urban Uganda. International Journal of
Research in Business and Social Science.
Siswati, E., 2021. Promotion and place advertising combination on positive word of mouth
private label product mediated by consumer satisfaction. International Journal of
Research in Business and Social Science (2147-4478), 10(2), pp.46-53.
Swanepoel, D.W. and Manchaiah, V., 2021. Online Reviews Provide Insight into Consumer
Satisfaction. The Hearing Journal, 74(10), pp.12-13.
Tussifah, H. and Navitsha, N.P., 2021. THE EFFECT OF PRODUCT QUALITY AND
SERVICE QUALITY ON CONSUMER SATISFACTION AT ROYA CAFÉ
MANTINGAN. BISNIS: Jurnal Bisnis dan Manajemen Islam, 9(1), pp.69-86.
Utami, C.B. and Slamet, S., 2021. What Drives Consumer Satisfaction in Using Islamic
Financial Technology?. International Journal of Islamic Business Ethics, 6(1), pp.27-
36.
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