A

PROJECT REPORT
ON
“CUSTOMER RELATIONSHIP MANAGEMENT
PRACTICES AT ALLENGERS MEDICAL SYSTEMS LTD.”

Submitted in the partial fulfillment of the requirement for the award of the Degree of
Masters of Business Administration (MBA)

SUBMITTED BY: UNDER THE GUIDANCE OF:

SUMIT KUMAR DR. ROHTASH KUMAR
MBA (3RD – Semester) ASSOCIATE PROFESSOR
PRN: 2228101177

BHARATI VIDYAPEETH (DEEMED TO BE UNIVERSITY)

CENTER FOR DISTANCE AND ONLINE EDUCATION
Academic Study Centre – BVIMR, New Delhi An
ISO 9001:2008 Certified Institute
NAAC Accredited Grade “A” University

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 STUDENT UNDERTAKING
Certificate of Originality

I Sumit Kumar (MBA-3RD Semester) would like to declare that the project report entitled
“A Study on Customer Relationship Management Practices at Allengers Medical
Systems Ltd.” Submitted to Bharati Vidyapeeth University, Pune. School of Distance
Education Pune, Academic Study Centre BVIMR, New Delhi in partial fulfilment of the
requirement for the award of the degree.

It is an original work carried out by me under the guidance of Mr. Rohtash Kumar, Associate
Porfessor.

All respected guides, faculty member and other sources have been properly acknowledged
and the report contains no plagiarism.

To the best of my knowledge and belief the matter embodied in this project is a genuine
work done by me and it has been neither submitted for assessment to the University nor to
any other University for the fulfilment of the requirement of the course of study.

SUMIT KUMAR

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3
 ACKNOWLEDGEMENT

I would like to express my special thanks to gratitude to my project guide Dr. Rohtash
Kumar who has been a wellspring of motivation for me. His immense knowledge and
steady support throughout my project influenced me to carry out my work with dedication. I
also want to thank him for every single savvy recommendation and remarks throughout my
work.

This brings me to my enthusiastic industry guides and an exceptional mentor Mr. Vaibhav
Gupta. A splendid individual, genuinely energetic, constantly prepared to help, inevitably
had the alternatives if one way did not work, and instructed to acknowledge and gain from
the mistakes committed.

Thank you sir, for conferring your knowledge, wisdom and for motivating me at each
venture of this task.

My significant appreciation to my family and friends for helping me, directing me and
providing me with valuable input for a project without which it would have not been
possible. I firmly believe that there is always a scope of improvement. I welcome any
suggestions for further enriching the quality of this report.

SUMIT KUMAR

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 INDEX
Student Undertaking
Offer Letter
Acknowledgement
Table of Contents Page No.
Chapter 1: 1.1 Introduction of the Topic 06
1.2 INDUSTRY PROFILE 10
1.3 Medical Device Technologies
Market Size Share 12
1.4 Primary objective 20
1.5 Need for the Study 21
1.6 Scope of the Study 21

Chapter 2: Research Methodology 23

Chapter 3: Literature Review 27

Chapter 4: Analysis and Interpretation 36
Chapter 5: Findings, Suggestions & Conclusion 63
Appendices
5.1 Finding 64
5.2 Suggestion 66
5.3 Limitation 67
5.4 Conclusion 68
References 70
Annexure 75

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 CHAPTER-1

INTRODUCTION

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 INTRODUCTION

1.1 INTRODUCTION

The biggest management challenge in the new millennium of liberalization and globalization
for a business is to serve and maintain good relationship with the king – the customer. In the
past producers took their customers for granted, because at that time the customers were not
demanding nor had alternative source of supply or suppliers. But today there is a radical
transformation. The changing business environment is characterized by economic
liberalization, increasing competition, high consumer choice, demanding customer, more
emphasis on quality and value of purchase etc.

All these changes have made today’s producer shift from traditional marketing to modern
marketing. Modern marketing calls for more than developing a product, pricing it, promoting
it and making it accessible to target customer. It demands building trust, a binding force and
value added relationship with the customers. The process of developing a cooperative and
collaborative relationship between the buyer and seller is called customer relationship
management shortly called CRM. The idea of CRM is to know the individual customer
intimately, so that the company has a customized product ready for him even before he asks
for it.

Customer relationship management is a combination of people, processes and technology

that seeks to understand a company's customers. It is an integrated approach to managing
relationships by focusing on customer retention and relationship development. CRM has
evolved from advances in information technology and organizational changes in customer-
centric processes. Companies that successfully implement CRM will reap the rewards in
customer loyalty and long run profitability. However, successful implementation is elusive
to many companies, mostly because they do not understand that CRM requires company-
wide, cross- functional, customer-focused business process re-engineering.

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Although a large portion of CRM is technology, viewing CRM as a technology-only solution
is likely to fail. Managing a successful CRM implementation requires an integrated and
balanced approach to technology, process, and people.

1.1.1 WHY IS CURRENT DAY CUSTOMER RELATIONSHIP

MANAGEMENT NEEDED?
In ten years, a happy customer will refer 100 additional people to the business.
It costs 7 times more to attract a new customer than to serve an old one.
The company's revenues are made up of 20% of its most devoted clients.
There is a 1 in 2 probability of selling to an existing customer, and a 1 in 16 chance of
selling to a new one.

1.1.2 BENEFITS OF CUSTOMER RELATIONSHIP MANAGEMENT

A CRM system includes historical views and analyses of all existing and potential clients.
This facilitates fewer searches, customer correlation, effective customer foresight of
demands, and growth of business.

In the CRM system, clients are divided into distinct groups based on their line of work or
geographical location and assigned to various customer managers, also known as account
managers. This aids in concentrating and focusing on every single consumer independently.

A CRM system is helpful in attracting new clients as well as managing relationships with
current ones. The initial step in the process is to identify a client and enter all the pertinent
information into the CRM system, which is also known as a "opportunity of business." The
Sales and Field personnel then attempt to generate business from these clients by deftly
following up with them and successfully closing a sale. An integrated CRM system can
simply and effectively handle all of this.

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Customer Relationship Management's cost-effectiveness is one of its key features. The
benefit of a well-executed CRM system is that there is much less need for paper work and
physical labor, which means that there is less personnel management and resource
management required. When compared to the conventional method of doing business, the
technologies used to implement a CRM system are also very affordable and easy to use.

All the details in CRM system is kept centralized which is available anytime on fingertips.
This reduces the process time and increases productivity.

Efficiently dealing with all the customers and providing them what they actually need
increases the customer satisfaction. This increases the chance of getting more business which
ultimately enhances turnover and profit.

If the customer is satisfied they will always be loyal to you and will remain in business
forever resulting in increasing customer base and ultimately enhancing net growth of
business.

1.1.3 HOW CAN CRM BE INTRODUCED INTO THE COMPANY?

There are four key steps for putting one to one marketing program to work:

Step 1: Determine your market

The organization needs to be able to identify and get in touch with a decent amount of
customers, or at the very least a significant fraction of its valuable clients, in order to start a
one-to-one programme. Not simply their names and addresses, but also their habits, tastes,
and other information, must be known as much as possible about the client.

Step 2: Creating consumer differentiation

Customers differ primarily in two ways: they represent varying degrees of value and have
various wants. When a corporation has identified its customers, differentiating them will
enable it to concentrate its efforts on acquiring the most advantageous.

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Step 3: Interacting with the customer
Interaction is also a crucial component of a successful CRM initiative. It is important to
remember that interaction just not occur through marketing and sales channels, customer
interact in many different ways with many different areas of the organization so to foster
relationship all the areas of the organization must be accessible to the customer.

Step 4: Having conversation with customers

At some point, a business must modify some component of its behavior to accommodate a
customer's specifically specified wants. This can entail mass- customizing a produced good
or it might require adjusting some aspect of the service provided alongside the product.

1.2 INDUSTRY PROFILE:

Allengers Medical Systems Ltd., headquartered in Chandigarh, India, is a prominent
manufacturer and exporter of a diverse range of medical diagnostic equipment. Since its
establishment in 1987, the company has been a key player in the medical devices industry,
specializing in products such as x-ray systems, digital radiography systems, cathlabs, and
remote-controlled radiography tables.

1.2.1 Certifications and Standards:

Allengers Medical Systems Ltd. upholds high-quality standards and safety measures, evident
through certifications from renowned bodies like the Communaute Europeenne (CE),
International Organization for Standardization (ISO) 9001:2008, ISO 13485:2012, India's
Atomic Energy Regulatory Board (AERB), and the Bureau of Indian Standards (BIS). These
certifications cover a wide array of product categories, including radiology, cardiology,
orthopaedics, gastroenterology, urology, and neurology.

1.2.2 Product Range:

The company offers an extensive portfolio of medical equipment, including DR systems,
cathlabs, C-arms, DSA systems, mammography machines, lithotripters, and various
diagnostic tools like EEG, ECG, PSG, and EMG. These products are manufactured using
high-grade materials, ensuring functionality and cost-effectiveness.

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1.2.3 Innovation and Development:
Allengers Medical Systems Ltd. is committed to innovation and novel product development.
Noteworthy achievements include the creation of the nation's first Mobile Digital
Radiography System, showcasing the company's dedication to advancing healthcare
technology. The company's team of skilled engineers continuously strives for excellence in
healthcare solutions.

1.2.4 Market Position and Growth:

With an annual growth rate of 17.17% over the past three years, Allengers Medical Systems
Ltd. has established itself as a leader in the Indian market for radiology and C-arms, boasting
a significant market share. The company's success is further highlighted by its exporting
network spanning over 100 countries worldwide and 43 sales and service centers within
India.

1.2.5 Financial Strength and Ratings:

CRISIL Ratings has recognized the financial stability of Allengers Medical Systems Ltd.,
upgrading its long-term bank facilities rating to 'CRISIL A+/Stable'. The company's robust
financial risk profile, debt-free capital structure, and prudent working capital management
contribute to its strong market position and growth trajectory.

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1.3 Medical Device Technologies Market Size Share

Need a report that reflects how COVID-19 has impacted this market and its growth?

1.3.1 Medical Device Technologies Market Analysis

The Medical Devices Market size is estimated at USD 637.04 billion in 2024, and is
expected to reach USD 893.07 billion by 2029, growing at a CAGR of 6.99% during the
forecast period (2024-2029).

The Medical Devices Market size is estimated at USD 637.04 billion in 2024, and is
expected to reach USD 893.07 billion by 2029, growing at a CAGR of 6.99% during the
forecast period (2024-2029).

The COVID-19 pandemic severely impacted the overall medical devices market, with the
various segments experiencing wide-ranging effects. The pandemic resulted in
postponements and cancellations of non-essential and elective procedures. For instance, as
per an article published in a healthcare journal in August 2022, titled "COVID-19 impact on

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diagnostic imaging procedures in UAE," there were around 80% fewer radiological
procedures performed during the pandemic compared to pre-COVID times. This declining
number of radiological procedures further decreased the demand for medical devices, which
affected the market's growth during the COVID-19 pandemic.

However, the studied market supplying hospital equipment for the management of COVID-
19, such as personal protective equipment (PPE), ventilators, and general hospital supplies,
experienced a surge in sales to fulfill the overwhelming demand. For instance, ventilators, an
important equipment for COVID-19 patients in critical conditions, were in high demand
during the pandemic. In March 2020, Medtronic increased the production of ventilators by
more than 40% to date. This impacted the growth of medical devices during the pandemic.

Factors such as the rising prevalence of chronic and related increases in disability-adjusted
life years, technological advancements in medical devices, and a consistent increase in the
aging population are boosting market growth.

The geriatric population is more likely to acquire age-related diseases that are less prevalent
among younger people. For instance, as per a research study published in December 2021,
the overall self-reported prevalence of diagnosed cardiovascular diseases (CVDs) in people
aged 45 years and above was 29.4%. As per the same source, this prevalence rate increased
with age, from 22% in the 45-54 age group to 38% in the 70+ age group, indicating that the
geriatric population is at high risk of developing CVDs. This finding is expected to increase
the demand for cardiac surgeries and devices that help in regularly monitoring heart
conditions, thereby propelling the market's growth.

Additionally, the increasing burden of chronic diseases worldwide is driving the demand for
effective and advanced treatment services that involve various diagnostic and surgical
procedures. Thus, the demand for medical devices across the world is increasing. For
instance, according to 2022 statistics published by IDF, about 2.9 million people were living
with diabetes in Canada in 2021. In addition, as per the same source, this number is
projected to reach 3.2 million and 3.4 million by 2030 and 2045, respectively. Thus, the

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expected increase in the number of people who have diabetes may propel the demand for
various wearable and portable medical devices to regularly monitor the condition.

Moreover, the rising focus on developing technologically advanced medical devices and
increasing product launches are also contributing to the market growth. For instance, in May
2022, Max ventilator launched multifunctional noninvasive ventilators, which come with
inbuild oxygen therapy and humidifier, in India. Also, in April 2022, Medline UNITE
launched Calcaneal Fracture Plating System and IM Fibula Implant. The launch provides a
comprehensive titanium foot and ankle trauma system to address nearly all fractures
requiring ORIF with plate and screw fixation.

However, strict regulations and uncertainty in reimbursement are likely to impede the
growth of the medical devices market over the forecast period.

1.3.2 Medical Device Technologies Market Trends

1.3.2.1 Cardiology Devices Segment is Expected to Hold a Major Share in the Medical
Device Market Over the Forecast Period

The cardiology segment is expected to witness significant growth in the medical devices
market over the forecast period owing to factors such as the rising prevalence of
cardiovascular diseases, strategic initiatives by key market players, and technological
advancement in cardiology devices.

In addition, the increasing incidence and prevalence of obesity, diabetes, hypertension, and
high cholesterol are also contributing to the demand for cardiological medical devices, as
patients suffering from these diseases are likely to develop cardiac complications in their
lifetime.

Cardiovascular devices are used for the diagnosis of heart diseases and the treatment of
related health problems. The devices used in cardiology are classified into three categories,
namely surgical, therapeutic, and diagnostic. Some of the widely used cardiovascular devices

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are electrocardiograms (ECG), defibrillators, pacemakers, cardiac rhythm management
devices, catheters, grafts, heart valves, and stents.

The growing number of people suffering from cardiovascular diseases is the key factor
driving the demand for medical devices. For instance, as per the 2021 data published by
CDC, it has been observed that every year, 805,000 people in the United States have a heart
attack, 605,000 of these result in a first-time heart attack, while 200,000 are caused by
previous heart attacks in 2020. Additionally, according to 2021 statistics published by the
American Heart Association, it was estimated that by the year 2035, more than 130 million
adults in the United States will have some type of heart disease.

Moreover, growth in company activities and increasing technological advancements (such as

the use of artificial intelligence in cardiac wearable devices) have led to an increasing
number of patients being managed with cardiology devices, resulting in exponential
therapeutical and monitoring outcomes. This is expected to increase the growth of the
studied segment over the forecast period. For instance, in April 2022, Translumina launched
its Dual Drug Polymer-Free Coated Stent named VIVO ISAR in the European market. Also,
in June 2021, Medtronic launched Micra AV, a miniaturized, fully self-contained pacemaker
that delivers advanced pacing technology to atrioventricular (AV) block patients via a
minimally invasive approach. The device can sense atrial activity without a lead or device in
the upper chamber of the heart.

Therefore, owing to the aforesaid factors, the segment is expected to witness growth over the
forecast period.

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Source: https://www.mordorintelligence.com/industry-reports/global-medical-device-
technologies-market-industry

1.3.3 Medical Devices Market Companies

 DePuy Synthes
 Allengers Medical Systems Ltd.
 Medtronics Plc
 Fesenius Medical Care
 GE Healthcare
 Philips Healthcare
 Ethicon LLC
 Siemens Healthineers
 Stryker
 Cardinal Health
 Baxter International Inc.
 BD

1.3.4 Segments Covered in the Report

This research study comprises complete assessment of the market by means of far-reaching
qualitative and quantitative perceptions, and predictions regarding the market. This report
delivers classification of marketplace into impending and niche sectors. Further, this
research study calculates market size and its development drift at global, regional, and
country from 2020 to 2032. This report contains market breakdown and its revenue
estimation by classifying it on the basis of type, end user, and region:

By Product

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  Monitoring Devices
o Cardiac Monitoring Devices
o Neuro monitoring Devices
o Respiratory Monitoring Device
o Multi-Parameter Monitoring Devices
o Hemodynamic Monitoring Devices
o Fetal and Neonatal Monitoring Devices
o Temperature Monitoring Devices
o Weight Monitoring Devices
 Diagnostic Devices
 Surgical ENT Devices
 Endoscopes
 Imaging Devices
 Diagnostic Molecular Devices
 Drug Delivery Devices
 Surgical Devices
 Bio Implants and Stimulation Devices
 Treatment Equipment
 Infusion Pumps
 Medical lasers and LASIK surgical machines
 Others

By Therapeutic Application

 Gastrointestinal surgery
 General Surgery
 Diagnostic Imaging
 Respiratory
 Orthopedics
 Cardiovascular
 Dental
 Neurology
 Ophthalmology
 Ear-Nose-Throat (ENT)
 Nephrology and Urology
 Others

By End User

 Hospitals & Clinics

 Diagnostic Centers
 Research laboratory
 Pharmaceutical Companies

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By Regional Outlook

 North America
 Europe
 Asia Pacific
 Latin America
 Middle East & Africa

Visions

The vision of Allengers Medical Systems Ltd. is to attain higher productivity,

diversification, and growth through a commitment to their mission, values, ethics, and hard
work. This vision underscores their dedication to excellence, innovation, and expansion in
the medical equipment manufacturing industry.

Quality

The quality of Allengers Medical Systems Ltd. is highlighted by its commitment to

excellence, safety standards, and system certifications. The company's products are
manufactured using high-quality raw materials sourced from reputable vendors to ensure
faultless manufacturing processes. Allengers has earned certifications from prestigious
bodies like the Communaute Europeenne (CE), International Organization for
Standardization (ISO) 9001:2008, ISO 13485:2012, India's Atomic Energy Regulatory
Board (AERB), and the Bureau of Indian Standards (BIS). These certifications underscore
the company's adherence to stringent quality, safety, and system standards, positioning it as a
reliable and reputable manufacturer of medical diagnostic equipment.

Citations:

[1] https://www.xraymachine.in/quality-and-compliance.html

[2]https://www.glassdoor.co.in/Reviews/Allengers-Medical-Systems-Reviews-E512403.htm

[3] https://resources.sw.siemens.com/en-US/case-study-allengers-medical-systems

[4] https://www.allengersmedicalequipments.com/company-profile.html

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[5]https://economictimes.indiatimes.com/company/allengers-medical-systems-limited/
U33111DL1992PLC154688

Focus

Manufacturing and exporting a wide range of high-quality medical diagnostic equipment:

The company specializes in products like x-ray systems, digital radiography (DR) systems,
digital subtraction angiography (DSA) systems, cathlabs, and remote-controlled
radiography/fluoroscopy tables.

Commitment to quality, safety, and system standards: Allengers has earned certifications
from reputable bodies like CE, ISO 9001, ISO 13485, AERB, and BIS, demonstrating its
adherence to stringent quality and safety norms.

Innovation and new product development: The company has developed India's first Mobile
Digital Radiography System, showcasing its dedication to innovation and advancing
healthcare technology.

Customer-centric approach: Allengers focuses on meeting customer requirements and

providing reliable products and solutions tailored to their needs.

Expansion and growth: The company has an annual growth rate of 17.17% over the past
three years and is a market leader in India for radiology and C-arms, with a significant
market share.

Allengers has an extensive exporting network spanning over 100 countries and 43 sales and
service centers within India.

Fostering a culture of excellence: The company is committed to quality, leadership, export

excellence, customer satisfaction, and other core values to build trust and credibility with its
clients.

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In summary, Allengers Medical Systems Ltd. is primarily focused on manufacturing high-
quality medical equipment, driving innovation, maintaining quality standards, serving
customers, and expanding its global footprint, all while fostering a culture of excellence.

Citations:

[1] https://www.ambitionbox.com/overview/allengers-medical-systems-overview

[2] https://www.allengersmedicalequipments.com/company-profile.html

[3] https://resources.sw.siemens.com/en-US/case-study-allengers-medical-systems

[4] https://www.allengers.com

[5] https://indiamart.com/allengersmedicalsystemslimited-14743854/aboutus.html

1.4 Primary objective:

Allengers Medical Systems Ltd. is a leading manufacturer and exporter of a wide range of
medical diagnostic equipment, such as x-ray systems, digital radiography (DR) systems,
digital subtraction angiography (DSA) systems, cathlabs, remote controlled
radiography/fluoroscopy tables. The company is focused on providing high-quality,
functional, and cost-effective medical equipment to the healthcare sector.

1.4.1 Secondary Objective:

1 Allengers is committed to quality, safety, and system standards, having earned

certifications from organizations like CE, ISO, AERB, and BIS.
2 The company aims to continuously develop new innovative products to improve the
medical sector.
3 Allengers strives to be a quality-focused brand that earns the trust and satisfaction of its
customers.
4 The company's goal is to grow into an "Indian MNC" in the medical equipment industry
in the coming years.

In summary, Allengers' primary objective is to manufacture and export high-quality,

innovative medical diagnostic equipment that meets international standards and serves the
needs of the healthcare sector.

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1.5 Need for the Study:

1. Understanding Customer Expectations:

- By conducting this study, Allengers Medical Systems Ltd. can gain valuable insights into
what customers expect from Dr. Ethix products and services. This understanding can help in
aligning offerings with customer needs and preferences.

2. Improving Overall Customer Satisfaction:

- Through the study, Allengers can identify areas where customer satisfaction can be
enhanced. By addressing these areas, the company can improve overall customer experience
and loyalty.

3. Enhancing Business Relationships:

- Understanding customer expectations and improving satisfaction can lead to stronger
business relationships. By meeting or exceeding customer needs, Allengers can build trust
and loyalty with its clients.

4. Understanding Customer Intentions:

- By exploring customer intentions towards availing Dr. Ethix Products and Services in the
future, Allengers can anticipate demand, tailor offerings, and strategize effectively to meet
customer needs and expectations.

In conclusion, conducting this study will not only provide valuable insights into customer
expectations and intentions but also pave the way for enhancing customer satisfaction,
strengthening business relationships, and aligning future strategies with customer needs.

1.6 Scope of the Study

Based on the search results provided, here is a concise answer to the question about the
scope of CRM for the company allengers:

The scope of CRM for allengers should cover the core elements of customer relationship
management, including the ability to capture and store customer data, track and analyze
customer interactions, and automate customer-facing processes. Specifically, the CRM scope
for allengers should include:

Sales management functionality such as salesforce and pipeline management,

lead/contact/prospect management.

Marketing capabilities for multi-channel campaign management, database management, and

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social media engagement.

Customer service features like contact management, knowledge sharing, computer telephony
integration (CTI), and social listening.

Additional CRM functionality that extends beyond the core sales, marketing, and service
areas, such as product/pricing management, project/contract management, and business
intelligence/reporting.

The key is to ensure the CRM system selected by allengers is tailored to their specific
business needs and operations, rather than just implementing a generic CRM solution.
Defining the CRM scope upfront is crucial to selecting the right software and ensuring
successful CRM adoption across the organization.

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 CHAPTER-2

RESEARCH

METHODOLOGY

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 RESEARCH METHODOLOGY
2.1 METHODOLOGY
Research methodology is one of the main aspects of very research. This explains
how the researcher conducts this project. The word research indicates the mode or the way of
accomplishing an end. The modern world is full of scientific inventions and seeks a
scientific outlook to everything. Any scientific approach should have a method or outline to
be followed to attain a particular goal. Through methodological, systematic procedure, we
can think of accuracy and clear cut conclusion. There is no discipline without methodology.
The methodology adopted in this study is discussed below in brief.

2.2 RESEARCH DESIGN

A research design is the arrangement of conditions for the collection and analysis of
data in a manner that aims to combine relevance to the research purpose.

2.3 SOURCES OF DATA

 Primary Data
Primary data is collected through Questionnaire.
 Secondary Data
Websites and online journals, Published reports and Review of literature from
published articles.

2.4 SAMPLE SIZE

A survey is collected as a questionnaire as size containing 110 samples through
Google forms.

2.5 PERIOD OF STUDY

The period of time taken to conduct the survey and preparation of the research paper
is 3 months at Allengers Medical Systems Ltd.

2.6 HYPOTHESIS
 CORRELATION
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 ONE WAY ANOVA

2.7 AREA OF THE STUDY

Area studies are interdisciplinary fields of research and scholarship pertaining to
particular geographical, national/federal, or cultural regions. The term exists primarily as a
general description for what are, in the practice of scholarship, many heterogeneous fields of
research, encompassing both the social sciences and the humanities. Typical area studies
programs involve history, political science, sociology, cultural studies, languages,
geography, literature, and related disciplines.
The study is conducted in marketing department of Allengers Medical Systems Ltd.
has customers from all over the India.

2.8 TOOLS FOR ANALYSIS

 Percentage analysis
 Correlation
 One way Anova

2.8.1 PERCENTAGE ANALYSIS

Percentage refers to a special kind of ratio in marketing comparison between two or

more data to describe Relationships. Percentage can be used to compare the relative terms
the distribution of two or more series of data.

Percentage analysis = (No. of Respondents/ Sample size) *100

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 2.8.2 ANALYSIS USING KARL PEARSON‟S CORRELATION

Correlation analysis is the statistical tool used to measure the degree to which two variables
are linearly related to each other. Correlation measures the degree of association between
two variables. The Pearson product-moment correlation coefficient is a measure of the
strength and direction of association that exists between two variables measured on at least
an interval scale. It is denoted by the symbol r.

2.8.3 ONE WAY ANOVA

The ANOVA tests the null hypothesis that samples in two or more groups are drawn from
populations with the same mean values. To do this, two estimates are made of the
population variance. The ANOVA produces an F-statistic, the ratio of the variance
calculated among the means to the variance within the samples. If the group means are
drawn from populations with the same mean values, the variance between the group means
should be lower than the variance of the samples, following the central limit theorem. A
higher ratio therefore implies that the samples were drawn from populations with different
mean values.

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 CHAPTER-3

REVIEW OF LITERATURE

27
 REVIEW OF LITERATURE

3.1 REVIEW OF LITERATURE

Vidya and Shanthi (2021) in their research investigated the performance of E-CRM of
public sector banks of Chennai city, India. To meet this objective, the data was collected
from 150 respondents using convenience sampling technique and was analyzed using
frequency distribution, ANOVA, correlation and multiple regression analysis. The results
revealed that the most influential factor that determines the performance of E-CRM in banks
was information trust. The authors concluded that the banks should offer the right and up-to-
date information to their customers and should provide reliable and safe services and
measures to their customers. Furthermore, the authors also revealed that the banks should
invest more in the E- CRM system to provide products and services that meet best to the
needs and desires of the customers.

Khanh et al., (2021) in their research studied the impact of organizational factors on the
successful implementation of E-CRM in the context of airlines industry of Vietnam. The
data was gathered from 241 respondents who were working in Vietnamese airlines and was
analyzed using correlation and SEM. The results revealed that organizational factors had a
positive impact on E-CRM success. Also, the indirect effects of organizational factors on E-
CRM success through customer orientation, CRM strategy, data quality and knowledge
management were analyzed. The findings revealed that customer orientation was the most
influential factor on E-CRM success followed by knowledge management and technology.
Furthermore, CRM strategy and data quality have an indirect effect on E-CRM success. The
authors concluded that there was a need for the marketer to stress more focus on activities
pertaining to customer orientation and also airlines industry to provide equal attention to
both organizational factors and customer orientation activities and strategies.

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Kampani and Jhamb (2020) conducted a review of literature to explore the role of E- CRM
in establishing and maintaining the relationship with the customers and to find out various
customer relationship strategies and applications that have been conducted in the past in the
context of e-commerce industry. The authors found that E-CRM in reference to e-commerce
industry provides various benefits such as reduced costs, generating more profits,
improvement of value chain efficiencies, establishing brands and enhancing customer
relationships. The e-commerce industry with the help of E-CRM has made it possible to
communicate with their customers through various multi-channels such as e-mails, fax,
website or any other web technologies, which helped them to enhance their customer base by
offering more personalized products/ services, more convenience and establishing long-term
customer relationships. The authors through the review of literature also found important
dimensions of E-CRM such as trust, information quality, productvariations, website design,
security, payment systems, ability of transactions, response, delivery, customer service and
ease of use for maintaining and establishing online customer satisfaction and online
customer loyalty. In addition, the authors highlighted the various E-CRM applications such
as chatbots, internet surveys, product-related discussion groups, e-mail, online surveys,
virtual customer i.e. online handling customers, interactive voice response (IVR), voice-
over-internet protocol (VOIP), self- service technologies, etc., through which companies can
serve their customers well.

Abdi et al., (2020) undertook a research to examine the effects of E-CRM on service
attributes and quality of customer-bank relationships of Tehran city, Iran. The authors
proposed a model outlining E-CRM as independent variable, service attributes (measured by
information, customer convenience and communication) as mediating variable and quality of
customer-bank relationship (measured by trust, overall relationship quality, satisfaction,
loyalty, commitment and advising to others) as dependent variable. The data was collected
from 485 respondents using stratified random sampling technique and was analyzed using
ANOVA, least significant difference (LSD) and SEM-AMOS. ANOVA was used to
examine the impact of

29
education on E-CRM, service attributes and quality of customer-bank relationship and found
that education played a significant positive role in these three variables. LSD was used to
examine which level of education has the highest effect on these variables and found that
higher education level persons were found to have more knowledge and a better
understanding of these three variables than others. SEM- AMOS was used to examine the
relationship between E-CRM, service attributes and quality of customer-bank relationship
and found that E-CRM had a significant positive impact on service attributes and quality of
customer-bank relationship and also service attributes mediated the relationship between E-
CRM and quality of customer-bank relationship.

Sharma (2019) drawn out an exploratory research to study the factors that affect E- CRM in
Indian banks in the context of public and private sector banks. The data was collected using
simple random sampling from 363 customers from Delhi/ NCR (India) and was analyzed
using independent t-test, EFA, confirmatory factor analysis (CFA) and SEM-AMOS. From
the results of EFA, six factors emerged mainly E-CRM core services, quality service,
website quality and security, customer satisfaction, corporate strategy, and trustworthiness.
The results of CFA confirmed the validity of the six factors and SEM-AMOS was conducted
to analyze the result and found that E-CRM contributed towards all the six factors mainly
towards website quality and security followed by customer satisfaction, E-CRM core
services, corporate strategy, quality service and trustworthiness. The findings also revealed
that the customers of private sector banks were more satisfied than public sector banks and
the public sector banks were considered more trustworthy than the private sector banks.

Kumar and Shome (2019) in a study found that both the Public and Private Sector Banks
managers showed more similarities than differences on the 18 dimensions of Customer
Relationship Management (CRM) like Adaptation, Trust , Commitment, Communication
Channels, Conflict Resolution, Citizenship Behavior, Past Satisfaction, Customer contact by
phone/e-mail, Complaint /Grievance Handling, Customer Care, Responsiveness, Planning,
Improved retention and better targeting

30
of new customers, Top Management Support, Knowledge Management Capabilities,
Innovation and Quality, Technological Readiness, Employees„ feedback/attitude towards
CRM in Bihar. Therefore, there is a highly positive and significant relationship among them
which shows a positive sign for any organization that helps the organization to maintain a
better work environment and relationship among colleague which leads the organization to
maintain better relationship with the customers.

P and Sivakumar (2019) carried out a study to develop a theoretical model to examine the
relationship between customer experience, business and financial performance in the context
of the banking industry of India. The authors proposed a model depicting customer
experience (measured by benefits, accessibility, convenience, incentive, utility and trust) as
independent variable; customer satisfaction, customer loyalty and profitability as dependent
variables. In this study, the authors basically proposed prepositions to understand cause and
effect relationships between the customer experience, business and financial performance of
the Indian banking industry. The authors suggested that if this theoretical model is tested for
hypothesis, then it would be revealed as customer experience leads to customer satisfaction,
which further leads to customer loyalty and then ultimately increases the profitability of the
bank.

Zaki et al., (2019) in their research investigated the factors that affect customer experience
in the context of the e-commerce industry of Lahore, Pakistan. The factors studied in this
research were product quality, application safety, guaranteed delivery and offers. The data
was gathered from 180 customers using purposive random sampling technique, who were
having experience of online shopping in Lahore. The data was analyzed using multiple
regression analysis and the results revealed that all the aforesaid five factors influenced the
comfort as well as the satisfaction level of the customers. The authors also recommended
that if the marketers focus on these factors, they will be able to generate positive customer
experience in the minds of the customers. The authors further concluded that by reducing
financial and delivery risks, offering good quality products and resolving security issues, the
companies will be able to endorse memorable customer experiences.

31
Jadhav (2018) study reveals that CRM practices in banking sector in Maharashtra State,
study covers comparison of customers belonging to different banks (SBI, BOM, PNB,
HDFC, and ICICI) with respect to their customer centricity scores by applying the Tukey's
multiple post hoc procedures and the results are presented. Study found that customers
belonging to SBI have rated the processes of their bank to be more customer centricity as
compared to that of BOM.

Sujatha and Patel (2018) study focused and found that CRM in banking sector is still not
used widely though it is becoming the need of the hour that the Banks should provide this
vital service which is mandatory to its valuable Customers. Customer Life Time value
(CLV) and Customer Delight is improved by adopting and enriching the customer
relationship building approaches which the Banking Sector should work on it.
Ashok Kumar et. al., (2017) examined the importance of CRM in banking sector and its
impact on the customer satisfaction with a reference to public sector bank and private sector
bank in virudhunagar district. The objective of the study was to analyze the perception of
customer on CRM as a tool of banking sector in retention of customers. The study was
comparative and analytical one through the perceptions of the customers of the selected
banks. Primary data were collected through a well- structured qualitative questionnaire from
the selected banks. Questionnaire with 21 statements was adapted. The study found that only
few customers recognize that there was a change in marketing approach of Banks dueto
changing business environment. Few customers have recognized that CRM is ubiquitous
throughout all levels of banks, and the majority of customers are unsure that CRM is focused
in a certain department.

Babu (2017) study found that e-CRM have decreased the work load on the branches,
decrease administrative cost, increase cross selling, bank revenues and enable the bankers to
analyze the customers‟ needs by having access to all past transactions. An attempt is made to
analyze the concept of e-CRM in Indian banks from its various dimensions covering
specifically its need, process, present status and future prospects.

Rahimi and Kozak (2017) observed that customer relationship management is the way to
32
reduce the cost, increase the company performance and quality which means profitability
result through customer’s loyalty. In general, there are three core phases of banks customers„
achievement, customers„ enhancement, and customers„ recovery. The achievement phase
describes the initiation of a customer and bank manager’s relationship.

Abhishek and Cristina (2016) Authors examined the dynamics of the CSR conceptual
development, sketching out the main contextual drivers leading to CSR policy importance in
developed/developing countries; The analysis was supported by a comparative multiple case
study analysis, on three leading public banks. The banking sector is still at the initial stage of
integrating CSR policies in their regulations. The findings reveal increasing attention among
the banks towards the adoption of social banking regulations. There was empirical evidence
showing that the newly CSR core values and guidelines at international level have often had
little effect on CSR practice in the banking sector at the country level. The research
showsthat it is important to look at the CSR evolution through an integrated model of
analysis, based on conceptual and empirical evidence. It pointed out an integrated model of
analysis of the banking sector through the lens of comparative case studies.

Divya and Agrawal (2016) identified the traditional practices in the modern banking system
(MBS) and examine the effects of these on employee response, customer reactions and
customer loyalty, in the context of public sector banks in India. The study also investigates
the effects on customers of employees‟ use of traditional banking practices in the MBS. A
total of 460 usable responses were gathered from customers of seven public sector banks in
Bhopal (MP), India. The study scales were refined and validated by exploratory factor
analysis and confirmatory factor analysis. The results indicated that the MBS utilizing
traditional practices (MBSTP) significantly influences unfavorable employee responses,
customer reactions and loyalty. In addition, employee responses in MBSTP motivate and
generate unfavorable reactions of customers, which further influence their loyalty adversely
towards public sector banks.

Makandar (2015) study explore that ICICI has transformed itself into a technology
intensive financial services group in the last decade. To achieve its long term goals of being
33
in a position to practice one to one marketing. ICICI has taken a series of initiatives. In
online banking face to face interaction between bank and customer is not seen. This create
huge service gap for banks how to serve and maintain customer relation in online
environment. The paper discusses how banks use ―Electronics Customers Relationship
Management‖ tool to maintain customer relations by using the internet and what benefits are
derived byusing E-CRM tool.

Mahaswar and Sweta (2015) analyzed the customer relationship management in banking
sector as a strategic tool. The objective of the study was to analyse weather banks were
implementing the concept of CMR & evaluate the service quality offered by Axis Bank
Bhubaneswar. The study adopted primary data of axis bank respondents. The study
identified that the satisfaction with service and time spend to get the work done and
grievance redresses service were satisfied with the services offered by the different branches
of the bank. The study concludes that CRM has helped in establishing customer relationship
with clients and long way in developing a lifelong relationship.

Partha et, al. (2014) study attempt is made to clear the benefits of Customer Relationship
Management. These results were discussed and analyzed to get results about how far CRM is
implemented to secure competitive advantage. A set of recommendations will be made so as
to pinpoint how CRM can be used to secure competitiveness. The present level of MIS
covers, information needed for control, performance monitoring, decision making. The
purpose of this research is to study the comparative use of CRM in various private sector
banks. Customer Relationship Management is an approach to identify the tastes and
preferences of individual, every customer is viewed with his life time value, and not only for
customer satisfaction but customer retention is also more important.

Rajpurohit and Surana (2014) researcher studied that Customer relationship management
(CRM) is no more an option, choice or an alternative for the organizations directly engaging
with the customers. Customers are vital for banking activities, with chameleon like
characteristics of customers it hard to please them. CRM is not just technological incentives,
but an overall philosophy to shape the organizations from product centric to customer
34
centric. It helps in generating maximized customer lifecycle value. This paper attempt to
study the customer satisfaction of saving account holders with reference to the CRM
dimensions employed by public and private sector banks.

35
 CHAPTER-4

DATA ANALYSIS

&

INTERPRETATIONS

36
 DATA ANALYSIS AND INTERPRETATIONS

4.1 PERCENTAGE ANALYSIS

TABLE 4.1.1: AGE OF THE RESPONDENTS

Age (in yrs) No. of Respondents % of Respondents

20-30 35 32%
30-40 33 30%
40-50 22 20%
Above 50 20 18%
TOTAL 110 100%

SOURCE: PRIMARY DATA

CHART 4.1.1: AGE OF THE RESPONDENTS

INFERENCE

31% of the respondents are at the age group between 20 -30, 29% of the
respondents are at the age group between 30-40

Therefore most of the respondents are at the age group between 20 -30.

37
TABLE 4.2: GENDER OF THE RESPONDENTS

Gender No. of Respondents % of Respondents

Male 75 68%

Female 35 32%

Total 110 100%

SOURCE: PRIMARY DATA

GENDER

32%

Male
68% Female

CHART 4.1.2: GENDER OF THE RESPONDENTS

INFERENCE

68% of the respondents are male and 32% of the respondents are female.

Therefore most of the respondents are male.

38
TABLE 4.1.3: EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

Educational Qualification No. of Respondents % of Respondents

Graduate 37 34%
Post Graduate 34 31%
ITI 23 21%
Diploma 16 14%
Total 110 100%
SOURCE: PRIMARY DATA

EDUCATIONAL QUALIFICATION

34%
40% 31%
30% 21%
14%
20%

10%
0%

UG PG Diploma Others

CHART 4.1.3: EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

INFERENCE

34% of the respondents are at Graduate, 31% of the respondents are at Post
Graduate.

Therefore most of the respondents are at Graduate.

39
TABLE 4.1.4: INCOME OF THE RESPONDENTS

Income No. of Respondents % of Respondents

10,000 - 20,000 17 15%
20,000 - 30,000 37 34%
30,000 - 40,000 33 30%
40,000 - 50,000 13 12%
Above 50,000 10 09%
TOTAL 110 100%
SOURCE: PRIMARY DATA

40%
34%
35%
30%
30%
25%

20% 15%
15% 12%
10% 9%
5%
0%

10,000-20,00020,000-30,00030,000-40,00040,000-50,000above

CHART 4.1.4: INCOME OF THE RESPONDENTS

INFERENCE

34% of the respondent’s income range between 20,000-30,000.

30% of the respondent‟s income range between 30,000-40,000.
Therefore most of the respondent‟s incomes range between 20,000 -30,000.

40
TABLE 4.1.5: SHOWING THE ASSOCIATION OF CUSTOMERS
WITH Allengers Medical Systems Ltd.

Year No. of Respondents % of Respondents

<1 year 20 18%
1-2 years 31 28%
2-3 years 39 36%
>3years 20 18%
TOTAL 110 100%

SOURCE: PRIMARY DATA

40 36%
%
35 28%
%
30
% 18% 18%
25
%
20
%

<1 year 1-2 years 2-3 years

CHART 4.1.5: SHOWING THE ASSOCIATION OF CUSTOMERS WITH DR.

ETHIXPRODUCTS AND SERVICES

INFERENCE

36% of the respondents customers are availing services from Allengers Medical
Systems Ltd. for more than 2 years to less than 3 years, 28% of the respondents are
availing services forabout1-2 years

Therefore most of the respondents are availing services from Allengers Medical
Systems Ltd. for more than 2 years to less than 3 years.

41
TABLE 4.1.6: SHOWING THE CUSTOMERS WHO HAD AVAILED THE
SAME SERVICES FROM OTHER COMPANIES
Particulars No of Respondents % of Respondents

Yes 72 65%

No 38 35%

TOTAL 110 100%

SOURCE: PRIMARY DATA

35%
Yes No
65%

CHART 4.1.6: SHOWING THE CUSTOMERS WHO HAD AVAILED THE

SAME SERVICES FROM OTHER COMPANIES

INFERENCE

65% of the respondents have availed the services from other companies and 35% of
the respondents have not availed the services from any other companies and is
loyal to Allengers Medical Systems Ltd.

Therefore most of the respondents have availed the services from other companies.

42
TABLE 4.1.7: SHOWING THE COMPARISON AND EVALUATION OF
THE SERVICES PROVIDED BY THIS COMPANY AGAINST ALLENGERS
MEDICAL SYSTEMS LTD. ON THE FOLLOWING FACTORS

(Use 1- better than Allengers Medical Systems Ltd., 2- same as Allengers

Medical Systems Ltd., 3 worse than Allengers Medical Systems Ltd.)

Particulars 1 % 2 % 3 % TOTAL

Promptness 36 33% 41 37% 33 30% 110

Qualified 35 32% 44 40% 31 28% 110

personnel
Customized 54 49% 9 8% 47 43% 110
solutions
Price 42 38% 57 52% 11 10% 110

Consistency in 54 49% 46 42% 10 9% 110

service quality
Timely 41 37% 52 47% 17 16% 110
communication
Honoring 47 43% 39 35% 24 22% 110
deadliness
Post service 34 31% 44 40% 32 29% 110
delivery guidance

43
SOURCE: PRIMARY DATA
60% 52%
50% 49% 49% 47%
40% 43% 42% 43%
40% 37% 39% 40%
37% 38% 35%
30% 33% 31% 2 9%
33% 30% 32% 28%
20% 28%
10% 22%
0% 16%
8% 10% 9% 1
2
3

CHART 4.1.7: SHOWING THE COMPARISON AND EVALUATION OF THE

SERVICES PROVIDED BY THIS COMPANY AGAINST ALLENGERS
MEDICAL SYSTEMS LTD. ON THE FOLLOWING FACTORS

INFERENCE

52% of the respondents are mentioned that the price factor which of the services
provided by this company as same as Allengers Medical Systems Ltd. and 8 % of
the respondents are mentioned that the Customized solutions factor which of the
services provided by this company as same as Allengers Medical Systems Ltd.

Therefore most of the respondents are mentioned that the price factor which of the
services provided by this company as same as Allengers Medical Systems Ltd.

44
TABLE 4.1.8: IMPORTANT ATTRIBUTES FOR IN SERVICE DELIVERY

(Use 1- most important, 2- important, 3- neither important nor

unimportant, 4-unimportant 5- most unimportant)

Particulars 1 % 2 % 3 % 4 % 5 % TOTAL

Promptness 20 18% 23 21% 34 31% 21 19% 12 11% 100

Qualified
personnel 30 27% 36 33% 32 29% 10 9% 2 2% 100

Customized
solutions 6 5% 24 22% 35 32% 37 34% 8 7% 110

Price 20 18% 33 30% 39 35% 12 11% 6 6% 110

Consistency in
service quality
28 25% 37 34% 23 21% 13 12% 9 8% 110

Timely
communication
29 27% 32 29% 29 26% 11 10% 9 8% 110

Honoring
deadliness 34 31% 31 28% 33 30% 8 7% 4 4% 110

Grievance
Redressal 8 7% 28 25% 35 32% 33 30% 6 6% 110

Post service
delivery
guidance 37 34% 34 31% 31 28% 7 5% 1 1% 110

45
SOURCE: PRIMARY DATA

CHART 4.1.8: IMPORTANT ATTRIBUTES FOR IN SERVICE DELIVERY

INFERENCE

35% of the respondents say neither important nor unimportant that price is the
important attributes for in service delivery and 2% of the respondents say mostly
unimportant that honoring deadliness is the important attributes for in service
delivery.

Therefore most of the respondents say neither important nor unimportant that price
is the important attributes for in service delivery.

46
TABLE 4.1.9: DO YOU HAVE A CONCEPT OF INTERNAL SERVICE?

Particulars No of Respondents % of Respondents

Yes 72 65%

No 38 35%

TOTAL 110 100%

SOURCE: PRIMARY DATA

35%
Yes No
65%

CHART 4.1.9: DO YOU HAVE A CONCEPT OF INTERNAL SERVICE?

INFERENCE

65% of the respondents have availed the services from other companies and 35%
of the respondents have not availed the services from any other companies and is
loyal to Products and Services.

Therefore most of the respondents have availed the services from other companies.

47
TABLE 4.1.10: SPECIFY THE AGREEMENT RELATED TO ALLENGERS
MEDICAL SYSTEMS LTD.

(Use 1- strongly agree, 2- agree, 3-neither agree nor disagree, 4- disagree, 5- strongly
disagree)
Particulars 1 % 2 % 3 % 4 % 5 % TOTAL

Staff are polite

and understanding
19 17% 25 23% 33 30% 20 18% 13 12% 110

Staff are
knowledge able 30 29% 34 31% 33 30% 9 8% 4 4% 110

Staff are trained

adequately to
handle the
assignment 6 5% 25 23% 37 34% 39 35% 3 3% 110

Adequate staff are

provided by the
company for
service delivery 16 15% 39 35% 41 37% 11 10% 3 3% 110

48
I am made
aware of the
26 24% 33 30% 28 25% 13 12% 10 9% 110
process clearly

Information is
provided
28 25% 32 29% 25 23% 14 13% 11 10% 110
adequately

Communication
is made in time
36 33% 30 27% 34 31% 6 5% 4 4% 110

The service
delivery is
9 8% 25 23% 36 33% 32 29% 8 7% 110
prompt

The fee
charged is
37 34% 35 32% 29 26% 7 6% 2 2% 110
reasonable

The solution
provided is
matching to the 30 27% 34 31% 39 35% 4 4% 3 3% 110
requirement

The service
promised
25 23% 33 30% 23 21% 18 16% 11 10% 110
initially

49
SOURCE: PRIMARY DATA

40% 343%5 % 353%7%

33% 34% 35%
33%
35% 30%
313%0%
30% 31% 29% 32% 31% 30%
29% 29%
30% 24 25% 25% 27% 23% 26% 27%
23% 23% 23% 23%
25% 17%18% 21%
20% 12%
16%
15% 13% 10%
15% 12%
10% 10%
10% 8%
9% 8% 7%
4% 5% 5%4% 6%
5% 3% 4% 2% 4%3%
0%

1
2
3
4
5

CHART 4.1.10: SPECIFY THE AGREEMENT RELATED TO ALLENGERS

MEDICAL SYSTEMS LTD.

INFERENCE

37% of the respondents say neither agree nor disagree that the Adequate staff are
provided by the company for service delivery is the agreement related to Allengers
Medical Systems Ltd. and 2% of the respondents say strongly disagree that the fee
charged is reasonable is the agreement related to Allengers Medical Systems Ltd.

Therefore most of the respondents say neither agree nor disagree that the adequate
staff are provided by the company for service delivery is the agreement related to
Allengers Medical Systems Ltd.

50
TABLE 4.1.11: ENCOUNTER ANY PROBLEM DURING SERVICE TIME

Particulars No of Respondents % of Respondents

Yes 74 67%

No 36 33%

TOTAL 110 100%

SOURCE: PRIMARY DATA

33%

YES NO
67%

CHART 4.1.11: ENCOUNTER ANY PROBLEM DURING SERVICE TIME

INFERENCE

67% of the respondents say encounter any problem during service time and 33% of the
respondents doesn’t encounter any problem during service time.

Therefore most of the respondents say encounter any problem during service time.

51
TABLE 4.1.12: IF YES, HOW WAS THE PROBLEM RESOLVED?

Particulars No. of respondents % of respondents

Promptly 39 53%

Slowly 23 31%

Still unsolved 12 16%

TOTAL 74 100%

SOURCE: PRIMARY DATA

60%
53%

50%

40%
31%
30%

20% 16%

10%

0%
Promptl Slowly Still

CHART 4.1.12: IF YES, HOW WAS THE PROBLEM RESOLVED?

INFERENCE

53% of the respondents say promptly resolved the problem and 16% of the
respondents say still taking some time to resolve the problem.

Therefore most of the respondents say promptly resolved the problem.

52
TABLE 4.1.13: RATE THE OVERALL SERVICES OF ALLENGERS MEDICAL
SYSTEMS LTD.
Particulars No of Respondents % of Respondents
Excellent 59 54%

Good 32 29%

Fair 19 17%
TOTAL 110 100%

SOURCE: PRIMARY DATA

60% 54%

50%
40%

29%
30%
20%
17%

10%
0%

Excellen Good Fair

CHART 4.1.13: RATE THE OVERALL SERVICES OF ALLENGERS MEDICAL

SYSTEMS LTD.

INFERENCE

54% of the respondents provide excellent rating for overall service of Allengers
Medical Systems Ltd. and 17% of the respondents provide fair rating for overall
service of Allengers Medical Systems Ltd.

Therefore most of the respondents provide excellent rating for overall service of
Allengers Medical Systems Ltd.

53
TABLE 4.1.14: SUGGEST ANY CHANGES TO BE MADE IN THE
LEVEL OF SERVICE
Particulars No of Respondents % of Respondents

Yes 69 63%

No 41 37%

TOTAL 110 100%

SOURCE: PRIMARY DATA

37%

YES
63% NO

CHART 4.1.14: SUGGEST ANY CHANGES TO BE MADE IN THE LEVEL

OF SERVICE

INFERENCE

63% of the respondents say to suggest any changes to be made in the level of
service and 37% of the respondents don’t suggest any changes to be made in the
level of service.

Therefore most of the respondents say to suggest any changes to be made in the
level of service.

54
TABLE 4.1.15: DID THE COMPANY CHANGE ACCORDING TO THEIR NEEDS

Particulars No of Respondents % of Respondents

Yes 67 61%

No 43 39%

TOTAL 110 100%

SOURCE: PRIMARY DATA

39%
YES NO
61%

CHART 4.1.15: DID THE COMPANY CHANGE ACCORDING TO THEIR NEEDS

INFERENCE

61% of the respondents say yes that the company change according to their
needs and 39% of the respondents don’t say that the company change according
to their needs.

Therefore most of the respondents say yes that the company change according to
their needs.

55
TABLE 4.1.16: IF YES, THE COMPANY CHANGES ACCORDING TO
THEIR NEEDS
Particulars No of Respondents % of Respondents

Fully Changed 45 41%

Partially Changed 22 20%

No change 43 39%

TOTAL 110 100%

SOURCE: PRIMARY DATA

Primary Data
45%
40%
35%
30%
Primary Data
25%
20% 41% 39%
15%
10% 20%
5%
0%
Fully Changed Partially Changed No Change

CHART 4.1.16: IF YES, THE COMPANY CHANGES ACCORDING TO THEIR

NEEDS

INFERENCE

60% of the respondents say fully changed the company according to their needs
and 16% of the respondents say no change happened the company according to
their needs.

Therefore most of the respondents say fully changed the company according
totheir needs.

56
TABLE 4.1.17: LIKE TO AVAIL THE SERVICES OF ALLENGERS MEDICAL
SYSTEMS LTD. IN FUTURE
Particulars No of Respondents % of Respondents

Most likely 65 59%

Like 34 31%

No sure 11 10%

TOTAL 110 100%

SOURCE: PRIMARY DATA

70%
59%
60%
50%
40%
30% 31%
20%
10%
0% 10%

Most likelyLikeNot sure

CHART 4.1.17: LIKE TO AVAIL THE SERVICES OF ALLENGERS MEDICAL

SYSTEMS LTD. IN FUTURE

INFERENCE

59% of the respondents mostly like to avail the services of Allengers Medical
Systems Ltd. in future and 10% of the respondents not sure to avail the services
of Allengers Medical Systems Ltd.

Therefore most of the respondents mostly like to avail the services of

Allengers Medical Systems Ltd. in future.

57
TABLE 4.1.18: SUGGESTIONS FOR IMPROVING THE SERVICES OF
ALLENGERS MEDICAL SYSTEMS LTD. IN FURTHER
Particulars No of Respondents % of Respondents

Yes 56 51%

No 54 49%

TOTAL 110 100%

SOURCE: PRIMARY DATA

CHART 4.1.18: SUGGESTIONS FOR IMPROVING THE SERVICES OF ALLENGERS

MEDICAL SYSTEMS LTD. IN FURTHER

INFERENCE

51% of the respondents say suggestions for improving the services of Allengers
Medical Systems Ltd. in further and 6% of the respondents doesn’t say
suggestions for improving the services of Allengers Medical Systems Ltd. in
further.

Therefore most of the respondents say suggestions for improving the services of
Allengers Medical Systems Ltd. in further.

58
STATISTICAL TOOLS AND ANALYSIS
4.2 ONE-WAY ANOVA CLASSIFICATION

Null hypothesis (Ho):

There is a significance difference between encounter any problem during service

time and if yes, how was the problem resolved.

Alternate hypothesis (H1):

There is no significance difference between encounter any problem during

service time and if yes, how was the problem resolved.

Descriptive
ENCOUNTER ANY PROBLEM DURING SERVICE TIME
N Mean Std. Std. 95% Confidence Minimum Maximum
Deviation Error Interval for Mean
Lower Upper
Bound Bound
Promptly 53 1.00 .000 .000 1.00 1.00 1 1
Slowly 31 1.55 .506 .091 1.36 1.73 1 2
Still
16 2.00 .000 .000 2.00 2.00 2 2
Unsolved
Total 110 1.33 .473 .047 1.24 1.42 1 2

Test of Homogeneity of Variances

ENCOUNTER ANY PROBLEM DURING
SERVICE TIME
Levene Statistic df1 df2 Sig.

3539.853 2 97 .000

59
 ANOVA
ENCOUNTER ANY PROBLEM DURING SERVICE TIME

Sum of df Mean Square F Sig.

Squares

Between Groups 14.433 2 7.216 91.174 .000

Within Groups 7.677 97 .079

Total 22.110 99

60
Calculated value = 91.174

Tabulated value = 3.48

F = F cal >F tab F=54.238> 3.48

Hence, the Alternate hypothesis [H1] is accepted.

INFERENCE:

The calculated value of F is greater than the tabulated value. Hence, we reject the
null hypothesis and conclude that there is no significance difference between
encounter any problem during service time and if yes, how was the problem
resolved.

4.3 ANALYSIS USING KARL PEARSON‟S CORRELATION

Correlation analysis is the statistical tool used to measure the degree to which two
variables are linearly related to each other. Correlation measures the degree of
association between two variables.

Null hypothesis (H0):

There is positive relationship between the company change according to their needs
and like to avail the services of Allengers Medical Systems Ltd. in future.

Alternate hypothesis (H1):

There is negative relationship the company changes according to their needs and
like to avail the services of Allengers Medical Systems Ltd. in future.

61
 Correlations
THE COMPANY LIKE TO AVAIL THE
CHANGE SERVICES OF DR.
ACCORDING TO ETHIX PRODUCTS
THEIR AND SERVICES IN
NEEDS FUTURE

Pearson
THE COMPANY 1 .890**
Correlation
CHANGE
Sig. (2- .000
tailed) N 110 100
ACCORDING TO
THEIR NEEDS Pearson .890** 1
Correlation
LIKE TO AVAIL THE Sig. (2- .000
SERVICES OF 110 100
tailed)
ALLENGERS MEDICAL
SYSTEMS LTD. IN N
FUTURE

**. Correlation is significant at the 0.01 level (2-tailed).

N∑XY − ∑X∑Y
r=
√N∑X2 − (∑X)²√N∑Y2 − (∑Y)²

r= .890

INFERENCE:

Since r is positive, there is positive relationship between the company change according to
their needs and like to avail the services of Allengers Medical Systems Ltd. in future.

62
 CHAPTER-5

FINDINGS,
SUGGESTIONS AND
CONCLUSION

63
 CHAPTER - V

FINDINGS, SUGGESTIONS AND CONCLUSION

5.1 FINDINGS

 It was found that majority of Allengers Medical Systems Ltd. customers are availing
services from the company from 2 to 3 years.

 65% of the customers had shifted to Allengers Medical Systems Ltd. from other
companies. Out of that 47% of customers availed the same services from Kumaran
Systems and 33% of customers availed the same services from Photon InfoTech and
20% customers equally availed from other local companies.

 In case of personnel, customized Machinaries and communication other companies

were found to be outstanding than Allengers Medical Systems Ltd.

 Majority of the customers considered promptness, personnel, communication, price,

post service delivery as most important attributes in the level of service.

 Communication, customized Machinaries and personnel are the areas where

Allengers Medical Systems Ltd. is operating below average.

 Only 34% of customers had encountered problems while availing services and the
problem has been immediately resolved for 55% of customers and for the rest it was
still unresolved.

 Majority of 68% suggested changes to Allengers Medical Systems Ltd. regarding

communication and the rest suggested change regarding bill submission. It was found
that Allengers Medical Systems Ltd. had partially changed according to customer
64
 needs.

 66% of customers rated the overall services of Allengers Medical Systems Ltd. as
good and only 25% rated as fair.

 It was found that majority of customers from all categories are most likely to avail
services from Allengers Medical Systems Ltd. in future and only few were not sure
as they perceived that their company management may change.

 61% of the respondents say yes that the company change according to their needs and
39% of the respondents don’t say that the company change according to their needs.

 All the customers are likely to avail the same services from Allengers Medical
Systems Ltd., which they are availing at present.

 Few of the customers have suggested Allengers Medical Systems Ltd. for improving
services further regarding various aspects like training, personnel and feedback.

 Limited Data Integration: Allengers Medical Systems Ltd appears to have data
stored across various systems and departments, resulting in fragmented customer
information. Lack of integration hinders the ability to have a unified view of the
customer.

 Inadequate Customer Segmentation: The company seems to lack a structured

approach to segmenting its customer base. This deficiency may lead to ineffective
targeting of marketing efforts and personalized communication.

 Insufficient Feedback Mechanisms: There is a lack of robust feedback mechanisms

to gather insights from customers. This deficit may result in missed opportunities for
improvements and innovation based on customer needs and preferences.

65
  Inconsistent Communication Channels: The communication channels used by
Allengers Medical Systems Ltd to interact with customers appear to be inconsistent
and disparate. This inconsistency may lead to a disjointed customer experience.

 Limited Use of Analytics: There seems to be underutilization of analytics to derive

actionable insights from customer data. Leveraging analytics could enable the
company to make data-driven decisions and enhance customer engagement
strategies.

5.2 SUGGESTIONS

 The company can change its communication method i.e. they can communicate to the
customers on daily basis to avoid the gap on product development.

 The company can increase its skill of members in order to deliver its services
effectively.

 The company needs to scan the environment using ETOP and offer additional sub
categories of services in each service assignment matching to the competitors
offerings.

 The company can collect feedback from its customers regularly, which may help
them to improve in the setback areas on SDLC approach where there is a need for
change.

 Based on their existing customers‟ unique needs, company can expand their range of
products such as Web Hosting, ERP,Training & development, etc.

66
  Implement a Centralized CRM System: Introduce a centralized CRM system to
consolidate customer data from various sources and provide a unified view of
customer interactions across departments.

 Standardize Communication Channels: Establish consistent communication

channels to ensure seamless interactions with customers and maintain coherence in
messaging across all touch points.

 Adopt Advanced Segmentation Techniques: Develop advanced segmentation

techniques based on demographic, behavioral, and transactional data to tailor
marketing campaigns and personalized communication to specific customer
segments.

 Enhance Feedback Collection: Implement robust feedback mechanisms such as

surveys, focus groups, and social listening tools to gather insights directly from
customers and incorporate their feedback into product development and service
enhancements.

 Invest in Analytics Tools: Invest in analytics tools and expertise to analyze

customer data effectively, derive actionable insights, and predict future trends,
enabling proactive decision-making and targeted customer engagement strategies.

5.3 LIMITATIONS OF THE STUDY

 Time is one major constraint, which limits the effective data collection.

 Non-availability of data collection from customers of Allengers Medical Systems

Ltd. that is resident of foreign countries.
67
  Customers of Allengers Medical Systems Ltd. who are clients were only been asked
to fill the questionnaire.

 Reliability and accuracy of the analysis depends on the respondents‟ openness and
trueness towards each question in the questionnaire.

 This research outcome may not be suitable for any other IT service sector.

 Resource Constraints: Limited resources, including budget, time, and expertise,

may pose challenges in implementing comprehensive CRM initiatives and adopting
advanced technologies.

 Resistance to Change: Resistance from employees accustomed to existing processes

and systems may impede the adoption of new CRM practices and technologies
within the organization.

 Data Privacy Concerns: Ensuring compliance with data privacy regulations and
protecting customer data from security breaches presents significant challenges in
CRM implementation.

 Integration Complexity: Integrating disparate systems and data sources into a

centralized CRM platform may be complex and time-consuming, requiring careful
planning and coordination across departments.

5.4 CONCLUSION

The response levels of Allengers Medical Systems Ltd. customers were good and the
problems were rectified with least support system.

68
The overall services provided by Allengers Medical Systems Ltd. were good.

The customers‟ expectations are yet to be met by Allengers Medical Systems Ltd. to provide
customized products. This can be achieved only through effective R&D Plant.

In conclusion, enhancing Customer Relationship Management (CRM) practices is crucial for

Allengers Medical Systems Ltd to better understand and meet the needs of its customers in
the highly competitive healthcare industry. By addressing the identified findings and
implementing the suggested strategies, the company can improve customer engagement,
increase satisfaction, and foster long-term loyalty. However, it's essential to acknowledge the
limitations and challenges associated with CRM implementation, such as resource
constraints, resistance to change, data privacy concerns, and integration complexity.
Overcoming these obstacles requires a concerted effort from leadership, employees, and
stakeholders to prioritize CRM initiatives and invest in the necessary resources and
capabilities. Ultimately, a well-executed CRM strategy can position Allengers Medical
Systems Ltd for sustained growth and success in meeting the evolving needs of its
customers.

69
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 ANNEXURE - I QUESTIONNAIRE

DEMOGRAPHIC QUESTIONS

1. Age:
a) 20-30 b) 30-40 c) 40-50 d) Above 50
2. Gender
a) Male b) Female

3. Educational Qualification:
b) Post Graduate
a) Graduate Diploma
d) Diploma
c) ITI
4. Income:
a) 10,000-20,000 b) 20,000-30,000
c) 30,000-40,000 d) 40,000-50,000 e) Above 50,000

5. How long have you been associated with Allengers Medical Systems Ltd.?
a) < 1yrs b) 1-2yrs c) 2-3yrs d) >3yrs

6. Did you avail the same services from any other company?
a)Yes b) No

If yes, specify the name of the company and the services availed?

7. Compare and evaluate the services provided by this company against Allengers Medical
Systems Ltd. on the following factors.
75
(Use 1- better than Allengers Medical Systems Ltd.,)
(Use 2- same as Allengers Medical Systems Ltd.,)
(Use 3- worse than Allengers Medical Systems Ltd.)

a) Promptness
b) Qualified personnel
c) Customized solutions
d) Price
e) Consistency in service quality
f) Timely communication
g) Honoring deadliness
h) Grievance Redressal

8. How important are the following attributes for you in service delivery?
(Use 1- most important, 2- important, 3- neither important nor unimportant, 4- unimportant
5- most unimportant)
a) Prompt response
b) Qualified personnel
c) Customized solutions
d) Price
e) Consistency in service quality
f) Timely communication
g) Honoring deadlines
h) Grievances Redressal
i) Post service delivery guidance

If any other, please furnish:

76
9. Do you have a concept of ―internal service?
a) Yes. b) No.

10. Please specify your agreement to the following statements related to Allengers Medical
Systems Ltd.
(Use 1- strongly agree, 2- agree, 3-neither agree nor disagree, 4- disagree, 5- strongly
disagree)
a) Staff are polite and understanding
b) Staff are knowledgeable
c) Staff are trained adequately to handle the assignment
d) Adequate staff are provided by the company for service delivery
e) I am made aware of the process clearly
f) Information is provided adequately
g) Communication is made in time
h) The service delivery is prompt
i) The fee charged is reasonable
j) The solution provided is matching to the requirements
k) The service promised initially was delivered fully

11. Did you encounter any problem during service time?

a)Yes b) No

12. If yes, how promptly was the problem resolved?

a)Promptly b) Slowly c) Still unsolved

13. How do you rate the overall services of Allengers Medical Systems Ltd.?
a)Excellent b) Good c) Fair

14. Did you ever suggest any changes to be made in the level of service?
a)Yes b) No
77
If yes, specify the nature of change?

15. Did the company change according to your needs?

a) Yes b) No
16. If Yes
a) Fully Changed b) Partially changed c) No Change

17. Would you like to avail the services of Allengers Medical Systems Ltd. in future?
a)Most likely b) Likely c) Not sure

18. Do you have any suggestions for improving the services of Allengers Medical Systems
Ltd. further?
a)Yes b) No

If yes, specify your suggestions?

78