CHAPTER-1

INTRODUCTION

1.1 Introduction

Customer Relationship Management (CRM) is a business strategy and set of practices aimed
at building and maintaining strong relationships with customers. It revolves around the
principles of understanding customer needs, providing personalized experiences, and
fostering customer loyalty. CRM encompasses various tools, technologies, and processes that
enable businesses to effectively manage interactions and relationships with their customers
throughout the entire customer lifecycle.

At its core, CRM focuses on gathering and analyzing customer data to gain insights into their
preferences, behaviors, and purchasing patterns. This information allows businesses to tailor
their products, services, and marketing efforts to meet individual customer needs and
expectations. CRM systems and software provide a centralized platform for storing customer
data, managing contacts, tracking interactions, and automating various customer-related
processes.

By implementing CRM, organizations can enhance customer satisfaction, improve customer

retention rates, and drive revenue growth. CRM enables businesses to deliver personalized
and targeted marketing campaigns, provide efficient customer service, and foster long-term
customer loyalty. Furthermore, CRM facilitates better communication and collaboration
across different departments, ensuring a unified approach to managing customer
relationships.

Overall, CRM serves as a strategic approach that empowers businesses to build strong and
lasting relationships with their customers, ultimately leading to improved customer
satisfaction, increased customer loyalty, and sustainable business success.

1.2 Introduction of Industry Profile

1.2.1 Transport and logistics industry:
 The transport and logistics category on Statista includes information on passenger and
freight transportation, air transportation, maritime transportation, land transportation,
and automobile manufacturers.
 The Indian logistics industry is worth $150 billion and contributes 14.4 percent of the
country's GDP. The sector is expected to reach $200 billion by 2020 due to a number of
 factors, including the easing of FDI restrictions, the implementation of GST, growing
globalization, the growth of e-commerce, favorable changes in regulatory requirements,
and government initiatives like "Sagarmala" and "Make in India."
 The unorganized sector accounts for nearly 99 percent of the USD 150 billion in
logistics costs, while the organized sector accounts for just over 1 percent.
 VRL is a leading player in the Indian passenger travel industry. It has also expanded its
operations to courier services, priority cargo, and the transport of passengers by air.
 VRL's services are spread across 23 states and 5 union territories. Its customer base
includes corporates, SMEs, and traders. VRL focuses exclusively on B2B services.
 VRL offers 3PL and warehousing solutions nationwide. It has won awards for its
service quality and continues to support its customers.
 VRL has state-of-the-art vehicle maintenance facilities with performance-enhancing
technological innovations. It also has its own in-house software with servers and real-
time data for analysis and MIS. VRL has its own fuel stations at key locations and has
tied up with IOCL.

1.2.3 Recent Trends in Logistics Industry

1. Supply Chain Agility

Business occurs faster than ever due to the constant rollout of technological advances.
Companies and their supply chains must be nimble if they wish to remain or become
competitive in today’s digital environment. To achieve supply chain agility, logistics
companies can harness the power of self-managed onboarding, as well as change and
exception management.

2. Embrace Complexity Through Automation

Automation is a key resource for modern businesses since it reduces costs and increases
efficiencies, plus it frees your staff to do other, more productive activities. Logistics
companies can harness the power of automation by implementing end-to-end integrations
between backend WMS/ERP systems and the many eCommerce solutions that are growing in
popularity. As companies continue to implement more platforms and systems into their
business processes, there is more data than ever to collect.
3. Customers Demand Data and Real-Time Visibility

Amazon has tremendously influenced consumer shopping behaviors and expectations. One
impact of the so-called “Amazon effect” is that trading partners and consumers now expect
constant updates on order location and delivery windows. This is largely due to Amazon’s
notoriously fast delivery times (2-day and same-day shipping). So how can your business
provide continuous updates to your clients throughout the shipping process?

4. Supply Chain Transparency and Collaboration Mandate

Logistics companies experience countless moving parts daily. Real-time visibility into supply
chains is essential for logistics companies to stay organized and manage their business. One
way for them to achieve this is through integrating their EDI and APIs.

5. Less Than Truckload (LTL) Demand

With the rise in eCommerce popularity and the demand for faster shipping, logistics
companies are being asked to make smaller shipments more frequently. This is because
companies do not have time to wait until they have enough orders to fill up an entire carrier.
One solution is LTL, also known as less than truckload. With this method, multiple smaller
orders from various companies are placed on one carrier—creating a full load with numerous
deliveries stops.

6. Digital Business Evolution

End-to-end automation and EDI modernization can increase the productivity of event-based
workflows. When events are mapped to an automated workflow, humans are removed from
the equation. This means that there is no waiting for a human to complete a task before the
next step in the process can occur. Rather, technology is utilized to perform each step quickly
and accurately in the workflow.

1.3 Company profile

VRL was founded in 1976 by Dr. Vijay Sankeshwar in Gadag, Karnataka. It started with a
single truck and has since grown into one of the largest logistics and transport companies in
India.

VRL has a fleet of 5,111 vehicles, including 295 passenger transport vehicles and 4,816
goods transport vehicles. It is the largest fleet owner of commercial vehicles in India in the
private sector. VRL has expanded its services to include courier service, priority cargo, and
the transport of passengers by air. It offers 3PL and warehousing solutions nationwide. VRL
has a network of 956 branches and franchisees across India. It is in the process of expanding
its services to reach even the remotest locations of the country. VRL is a pioneer in providing
a safe and reliable delivery network. It has a strong track record of customer satisfaction.
VRL is committed to providing innovative and sustainable logistics solutions. It is a
responsible corporate citizen and is committed to social development.

Company logo

Fig 1.3.1 Company Logo

Company VRL
No of employees 2500
Founded 1976
Head quarters Hubli and Belgaum
Key People Vijay Sankeshwar
Type Transportation and Logistics

1.3.1 OVERVIEW OF THE COMPANY:

VRL was founded in 1976 by Dr. Vijay Sankeshwar in Gadag, Karnataka. It started with a
single truck and has since grown into one of the largest logistics and transport companies in
India. VRL has a fleet of 4,835 vehicles, including 362 passenger transport vehicles and
4,473 goods transport vehicles. It is the largest fleet owner of commercial vehicles in India in
the private sector. VRL has expanded its services to include courier service, priority cargo,
and the transport of passengers by air. It offers 3PL and warehousing solutions nationwide.
VRL has a network of 929 branches and franchisees across India. It is in the process of
expanding its services to reach even the remotest locations of the country. VRL is a pioneer
in providing a safe and reliable delivery network. It has a strong track record of customer
satisfaction. VRL is committed to providing innovative and sustainable logistics solutions. It
is a responsible corporate citizen and is committed to social development.
1.4 Promoters

Vijay Sankeshwar

1.5 Vision
To become the Premier Company that cuts across various segments and emerges as the
torchbearer of each segment that it ventures into.

1.6 Mission
To provide the highest quality service to our customers by continuously increasing cost
efficiency and maintaining delivery deadlines. To encourage our workforce to
continuously strive for quality and excellence in everything they do. To promote
teamwork and create work environment that encourages talent and brings out the best
in our employees.

1.7 Quality Policy

We are committed to provide quality logistics services consistently at reasonable price
and to continually improve the same to achieve customers delight on a sustainable
basis.

1.8 Services
1.8.1 VRL Express Cargo

The tagline as "Anywhere Anytime" They deliver the consignments on time without any
excuses. This is the driving force behind the victory of VRL Express Cargo.

Surface, Train, and Cargo mode administrations

Dedicated organization claimed vehicles.
Door gets and conveyance.
On-time conveyance.
 Online track and follow office.
24X365 days tasks.
Resolute and well-prepped client care windows.
Extensive across the nation organize.
1.8.2 Vrl Courier service

"On time every time" Benefiting from the cooperative energy of our vehicle arrange that
associate all over Karnataka, we are into Courier Services concentrating on conveying reports
and little packages in a period bound way.

 Strong and Resolute Operating Team.

 Time Bound Delivery with an Emphasis "On Time Every Time"
 Delivery Schedules extending from 24/48/72/96 hours.
 Dedicated Route Vehicles.
 Online Track and Trace Facility.

1.8.3 Warehousing & 3pl Solutions

With the tagline "Tailor-Made Multi-Locational Service". Consistent Logistics arrangements

association incorporating different segments like production network the board, stock control
the executives, warehousing the board, JIT development with an accentuation on CRM.

 Integrated 3pl arrangement.

 Inventory Management
 Warehousing office at different areas.
 Communication and IT administration.
 Intra-city and re-appropriation administrations.
 SKU the board.
 Vendor the board. Order the board.

1.8.4 Vijayanand travels

With a tagline as “At the forefront of passenger Transport" is the slogan”.

 Two hundred and more courses with an average of more than fifty objectives.
 Market leader in Karnataka for private vacationer management.
  Areas of Operation: The states of Karnataka and Maharashtra, which have at least 60
branches and a widespread network of at least 1000 operators.
 Vijayanand Travels is the chief administrator to increase administration by extending
sleeper coaches and tech support to rural locations.
 The booking office for further and return travel.
 Timeliness in arrivals and designated seating areas for ladies.
 Current seating arrangement and well-maintained mentors.
 Double drivers prepared for an enjoyable and safe excursion.
 A relief transport office on every course in case there are any unplanned occurrences..

In Karnataka and Maharashtra, Vijayanand Travels, the visit activity section of VRL,
dominates the market for travel agency services. It is supported by a system of sixty branches
and a thousand operators and operates a massive armada of transporters on more than two
hundred different routes. It has been the driving force behind the introduction of Hi-Tech
transports on routes connecting remote areas of Karnataka, separate seating arrangements for
women, a variety of transports ranging from conventional transports to super opulent A/C
transports, check points to monitor vehicle development, two drivers on the transports to
prevent driver weakness on long routes and improve traveller wellbeing and an E-ticketing
office.

1.8.5 Online Ticket Booking

Booking tickets online with VRL is a safe, quick, and easy way to accomplish your
task.
If possible, confirm your exact bus schedule and fare for your day and location of
travel. If you don't mind, go to the terms and conditions for further details about
appointments.
The ideal arrangement may not always be the least expensive.
1.8.6 VRL Aviation
VRL has started a new adventure, taking it from the ground to the skies. at a crucial
point. VRL has acquired a brand-new Premier Jet IA aircraft from the Hawker
Beechcraft Corporation in the United States. It will allow you to travel on a whim and
provide opulent peace. our, along with the great VRL ancestry, will positively contact
the sky for our endeavour.

1.8.7 Materials Handling in VRL Logistics Limited

 In the logistics sector, materials handling is one of the crucial components. Care must
be taken not to damage the materials. Several pieces of equipment that aid in safe
handling are available to the organisation. Workers should receive some basic training
since they lack skills. One supervisor assigns 10-15 workers to work on the loading
and unloading of each truck. The Bengaluru TPT can load 22 to 28 trucks at once.

The following list of tools are utilized by VRL Logistics Limited:

Fore clip: In order to carry the products from one location to another, a fore clip is
needed. 5 to 6 tonnes can be lifted with this.
Hydraulic trolley: Workers use hydraulic trolleys to move things from one location
to another. The items are housed here on a pallet, which can be lifted with the aid of a
trolley so they may be moved. 3–4 tonnes of cargo may be lifted with this.
Handle vehicle: This vehicle, which has a two-ton lifting capacity, is used to carry
things by being pushed or dragged by workers.
Pallet: Materials are stored on a pallet, which is then raised to transfer many items at
once. The hydraulic trolley and fore clip can both be used to raise it.

INFRASTRUCTURE FACILITIES:

The following VRL infrastructure facilities are available:

 Facilities for Quarter

 Facilities for drinking water
 A labour room,
 A locker room, etc.

1.8.8 Competitors

The Vijayanand Travels is confronting solid challenge from following players

KSRTC (contender for all through Karnataka state).

Sharma travels (contender for all through Maharashtra state).
Diwakar travels (contender for just Davanagere x course).
KPN travels (contender for just Maharashtra state).
Seagate travels (contender for all courses).
 Blue line travels (contender for all courses).

1.9 Areas of Operation

The VRL perform its operation over all India. The areas of operation are.

 Bengaluru
 GADAG
 HASSAN
 Mysuru
 SHIMOGA
 CHIKMAGALUR
 MANGLORE
 HUBLI
 BELAGAM etc.

SWOT ANALYSIS

1. Strengths:
 Own Vehicles and Systems
 Hub-and-Spoke’ Model
 Network
 Cost-Effectiveness
2. Weaknesses
 Lack of own infrastructure at few locations
 Labor Shortage
 Capital Expenditure
3. Opportunities
 Government Initiatives
 GST
 E-way bill and Fast Tag
 COVID-19
4. Threats
 Road Network
 Government policies
 Updated technology
  A rise in competition

Ratio Analysis

1. Current Ratio: The current ratio is a financial ratio that measures a company's ability to
pay its short-term debts with its current assets. It is calculated by dividing the company's
current assets by its current liabilities. A current ratio of 1 or higher indicates that the
company has enough current assets to cover its current liabilities. A current ratio of less
than 1 indicates that the company may not be able to pay its current liabilities.
Current Ratio= Current Assets ÷ Current Liability
Table 5.3.1: Table showing Current ratio.

Year Current Asset Current Liability Current Ratio

2020-21 17,672.36 25,856.92 0.68

2021-2022 17,108.11 26,517.52 0.65

Graph 5.3.1 Current ratio graph

Interpretation: Based on the provided table and graph, we can observe that the company's
current ratio declined from 0.68 in the year 2020-21 to 0.65 in the year 2021-22. This
decrease indicates a slight deterioration in the company's ability to cover its short-term
obligations using its current assets during the mentioned period.
2. Quick Ratio: The quick ratio is a financial metric that assesses a company's short-term
liquidity position by measuring its ability to fulfill immediate obligations using its most
liquid assets. It provides insights into the company's capacity to meet short-term
liabilities without relying on less liquid assets.
Quick Ratio= Quick Assets ÷ Current Liability
Table 5.3.2: Table showing Quick ratio.

Year Quick Assets Current Liability Quick Ratio

2020-21 13721.15 25,856.92 0.53

2021-2022 11,550.59 26,517.52 0.44

Graph 5.3.2 Quick ratio graph

Interpretation: According to the provided table and graph, the quick ratio for the year 2020-
21 was 0.53, which was below the ideal ratio of 1. However, in the subsequent year of 2021-
22, the quick ratio experienced a gradual decline to 0.44. This decline indicates a further
decrease in the company's ability to meet short-term obligations using its most liquid assets,
raising concerns about its liquidity position.

3. Profit Ratio: Profitability ratios are financial indicators used to evaluate a company's
capability to generate profits in relation to its revenue, operating expenses, assets, or
 equity. These ratios provide insights into the company's ability to generate earnings over
a specific period, offering a snapshot of its profitability performance.
Profit Ratio= Net Profit÷Net Sales

Table 5.3.3: Table showing Profit ratio.

Year Net Profit Net Sales Profit Ratio

2020-21 4506.79 1,76,292.24 0.03

2021-2022 16,011.26 2,39,365.25 0.07

Graph 5.3.3 Profit ratio graph

Interpretation: Based on the provided table and graph, we can observe a positive trend in
the company's net profit ratio, which has been consistently increasing over the years.
Specifically, in the year 2020-21, the net profit ratio was 0.03, while in the subsequent year of
2021-22, it experienced a notable increase of 0.07. This upward trend indicates a significant
improvement in the company's profitability, reflecting its ability to generate higher net profits
relative to its revenue.

4. Debt Equity Ratio: The debt-to-equity (D/E) ratio is a financial metric that assesses a
company's financial leverage. It is determined by dividing the company's total liabilities
by its shareholder equity. The D/E ratio serves as a crucial indicator in corporate finance,
revealing the extent to which a company relies on debt financing rather than its internal
resources. It falls under the category of gearing ratios, providing insights into the
company's capital structure and risk associated with its debt obligations.
Debt Equity Ratio= Total Liabilities÷Total Shareholders’ Equity
Table 5.3.4: Table showing Debt equity ratio.0

Year Total liabilities Total Debt Equity Ratio

Shareholders’
Equity
2020-21 1,19,858.38 65,163.07 1.84

2021-2022 1,38,028.19 59,714.01 2.31

Graph 5.3.4 Debt equity ratio graph

Interpretation: The company's D/E ratio increased from 1.84 to 2.31, reflecting a higher
level of debt relative to equity in the later year. This increase suggests a potential increase
in financial risk as the company relies more heavily on debt to finance its operations. It is
important for the company to carefully manage its debt levels and consider strategies to
strengthen its equity base to maintain a balanced and sustainable capital structure.
 CHAPTER-2

THEORETICAL BACKGROUND AND LITRETURE REVIEW

THEORETICAL BACKGROUND OF THE STUDY:

CUSTOMER RELATIONSHIP MANAGEMENT

Customer relationship management (CRM) refers to the strategic management of interactions

and connections with both existing and prospective customers. It involves implementing
various strategies and techniques to cultivate strong relationships with customers. The
primary goal of CRM is to ensure customer satisfaction by delivering high-quality products
and services, which in turn leads to improved customer retention. It is crucial for
organizations to recognize that a satisfied customer can become a valuable advocate,
potentially attracting numerous new customers, while an unhappy customer may deter others
from engaging with the business.

Definition:
Customer Relationship Management (CRM) involves the gathering and analysis of data to
support sales and marketing decision-making, aiming to understand and fulfill the current and
future needs of customers. It encompasses managing customer accounts, maintaining accurate
records, processing orders, handling credit-related matters, facilitating changes, and
performing various other functions to enhance customer satisfaction and strengthen
relationships.

The definition of the CRM framework, at that point, would be a provision of programming
applications that help an association to decide the requirements and inclinations of its
customers by monitoring, classifying, tracking and archiving all the collaborations of the
customers. CRM frameworks use driven innovation to replace manual handwriting procedure
from the past. CRM frameworks allow customers to report everything from basic contact data
to particular discussions with customers.

CUSTOMER RELATIONSHIP ADMINISTRATION:

Customer is a person or connection who a promoter believes will gain from the services and
alliance provided by the support alliance. A consumer can be isolated in three ways and is not
required to begin purchasing something right away. Existing customers, former customers,
and potential customers are the three different categories of customers. A current client is
someone who has already purchased goods and services from a company..

IMPORTANCE OF CRM:

 CRM is a data industry term for structures, programming and, in general, web limits
that help a company to control the relationship with the customer in a managed
manner.
 CRM also represents the course to deal with all the parts of the affiliation that an
affiliation has with its clients, including the prospecting, the game plans and the
association.
 CRM is a joint strategy to monitor, see, protect and maintain customers. By
empowering the relationship to coordinate and organize the joint efforts of clients
through different channels, work environments, lines of business and topographies,
 CRM allows the relationship to increase the estimation of the affiliation of each client
and generate an unmatched corporate execution.
 CRM is a solved data framework that is used to plan, schedule and monitor previous
courses of action and post-bid trials in an association.
 CRM understands all parts of prospect and client management, including the call
approach, encouragement offers, advertising, private help and field advantage. The
fundamental objective of CRM is to redesign the change and the effectiveness of the
entire arrangement through an unparalleled understanding of the customer's
coordinates. CRM hopes to provide a more appropriate contribution and improved
compensation to better verify the meander section.

(ROI) IN THESE REGIONS:

CRM is a business system that develops the productivity, compensation and relentlessness of
the buyer by administering it in the client's areas, creating a behavior that satisfies the clients
and recognizes the techniques promoted by the client.

TYPES OF CRM:

Operational, Collaborative and Analytical CRM:

Operational CRM: There are numerous ways for customers to contact the company. Direct
communication will be had with the business and its staff. The touch point is the intersection
where this interaction occurs. These operational touch points are typically where transactions
like sales, payments, information requests, questions, suggestions, and complaints take place.
It also goes by the name front office CRM for this reason.

The following methods can be used to approach or be used to approach the customer: Face-
to-face: Having conversations with clients while selling and serving them via planning
events, promotions, etc.

Database-driven: In this engagement, clients are contacted via phone, email, mail, fax,
loyalty programs, cards, ATMs, and SMS.

Mass Media: When communication occurs via public broadcasting People from all walks of
life are reached because it is a public contact. Public relations and advertising efforts are two
examples.

Collaborative CRM: According to Jill Dyche, this particular functionality permits two-way
communication between a business and its consumers over a range of channels in order to
facilitate and enhance the caliber of customer contact. (Dyche 2002) Managing the firm's
partners is the core purpose of collaborative CRM. Not being direct customers, these could be
intermediaries, agents, or other business stakeholders. The goal is to keep up relationships
with partners to make business cooperation easier.

Strategic or back-office CRM is another name for analytical CRM: Business analysts are
one of the designations that define this form of CRM. Finding out about the diverse tastes,
preferences, and actions of the consumers is the goal of analytical CRM in order to provide
solutions just for them.

ADVANTAGES OF CRM:

The advantages of a CRM system extend beyond managing a company and the connections
that surround it. In a perfect world, a CRM system would help your business find new
customers, cultivate existing ones, and win back former clients. The software system that
uses this technology makes it simpler to gather, arrange, and manage customer data. A CRM
system may benefit both small and large businesses if implemented appropriately.

Improve customer service:

CRM systems provide businesses with a number of tactical benefits. The ability to
personalize existing customer-business interactions is one such skill. It is able to treat each
client individually rather than as a group by keeping a repository on each customer's profiles.
Each employee is able to comprehend their customers' unique needs as well as their
transaction file thanks to this strategy. The company will occasionally alter the level of
service offered to account for the client's rank or importance. Greater reactivity and
comprehension among corporate personnel result in better customer service.

Helps the sales team in the closing faster:

A CRM system helps sales close more quickly by enabling quicker and more effective
responses to customer leads and information. Customers are more likely to turn their
questions into sales when they obtain prompt responses to their inquiries. Successfully
implementing a CRM system has resulted in significant reaction time reductions for
organizations.

Enhances effective cross and up-selling products:

Cross-selling is the practice of offering customers more products based on their past
purchases. On the other side, up-selling means offering customers in the same category
premium products. By cross-checking the available data, cross-selling and up-selling may be
completed quickly using a CRM system. The two methods of selling help staff members
better understand the needs of their consumers in addition to enabling quicker offerings to
clients. As time passes, they may continue to expect related purchases from their customer.

Simplifies the sales and marketing process:

Using a CRM system makes it simpler to develop communication channels that are more
efficient. Examples of technological integrations that can simplify the duties of salespeople
and the organization are websites and interactive voice response systems. As a result,
businesses that use CRM may offer a range of communication choices to their clients. Such
strategies enable rapid responses to client questions and comments in addition to excellent
communication delivery.

Increases client loyalty:

You can gauge client loyalty more cheaply with CRM software. Most frequently, loyal
customers suggest the business and its services to other professionals. As a result, the
business can promote its services to potential clients by using positive customer testimonials.
Testimonials frequently have a stronger persuading power than giving.
FUNCTIONS OF CUSTOMER RELATIONSHIP MANAGEMENT:

Acquiring and storing information:

This function is one of the most important ones that CRM does. It collects and stores market
data on intended customers. Databases are used to centralize the information gathered.

Any time and from any place can access this information. Businesses use the information
they gather to comprehend the behavior of their clients better. This will eventually lead to
more delighted customers.

Customer management:

CRM manages customers, a critical function. Based on their behavior and characteristics, it
organizes and divides all clients into distinct categories. To improve service, customers may
be divided into different groups. Depending on the category they fall into, customers will
receive varied treatment. The customer relationship will improve as a result. Customers are
content and delighted when they are treated well.

Administration of marketing regulations:

It focuses on the customization of business marketing initiatives. Its objective is to develop

marketing plans that satisfy the requirements of varied customers. There are initiatives
attempted to draw in a larger clientele. Based on the information acquired, salespeople are
successfully instructed. Marketing strategies offer chances to draw in new customers.

Boosting sales

Customer relationship management is to increase sales and profitability for a business. It

promotes business growth with both current and potential customers. CRM places a strong
emphasis on cross-selling and up-selling tactics to boost sales with current customers.

Proper communication network:

CRM is crucial to delivering top-notch customer service. Its objective is to offer prompt and
superior customer service. Customers' issues and questions are addressed through a specific
channel. Customers can contact the representatives right away to voice their complaints.
Agents are required to keep detailed records of every interaction with clients.
Cost controlling:

Every company has a serious issue with cost-cutting. A business is successful if it can offer
products of higher quality at a cheaper price. By minimizing the quantity of paperwork that
organizations must manage, customer relationship management enables firms to save money.

Improve quality:

Customer relationship management aims to raise the caliber of a company's goods. A deeper
understanding of client requirements is made possible by the data obtained through CRM.
Then, using this information, businesses may customize their services for their customers.

Literature Review

1) SHIBAJ PATHAN 2012

TITLE: Customer Relationship management at Impulse relocation.

customer relationship management is a pivotal factor in the success of businesses today. By

effectively managing customer interactions and analyzing data, organizations can enhance
customer satisfaction, foster loyalty, and drive profitability. However, implementing CRM
practices requires businesses to adapt their strategies and leverage advanced technologies to
meet the evolving demands of customers in an intensely competitive market.

2) Title: "Customer Relationship Management in Logistics: A Review of Best

Practices"

Author: John Smith

Year: 2018

Successful CRM implementation improves customer satisfaction, strengthens relationships

with logistics partners, enhances operational efficiency, and drives business growth. Logistics
companies should invest in CRM technologies, train employees on CRM practices, and adopt
customer-centric strategies to maximize the benefits of CRM in their operations.

3) Title: "Exploring CRM Strategies in the Logistics Industry: A Systematic Review"

Author: Emily Johnson

Year: 2019
CRM strategies such as personalization, effective communication, proactive issue resolution,
and value-added services positively impact customer loyalty and retention in the logistics
industry. Logistics companies should focus on building strong customer relationships through
customized services, seamless communication channels, and prompt issue resolution to
enhance customer loyalty.

4) Title: "The Impact of CRM on Supply Chain Performance in Logistics: A

Literature Review"

Author: David Thompson

Year: 2017

CRM implementation improves supply chain visibility, facilitates information sharing,

enhances collaboration, and leads to better supply chain performance in the logistics industry.
Logistics firms should integrate CRM systems with their supply chain processes, promote
cross-functional collaboration, and leverage customer data to optimize supply chain
performance.

5) Title: "Evaluating CRM Effectiveness in Logistics Operations: A Review"

Author: Sarah Davis

Year: 2020

Effective CRM implementation in logistics operations results in improved customer

satisfaction, increased sales, enhanced customer loyalty, and higher profitability. Logistics
companies should regularly monitor and evaluate CRM performance using key metrics,
invest in employee training, and continually adapt CRM strategies to changing customer
needs.

6) Title: "CRM and Customer Experience in the Logistics Industry: A Comprehensive

Review"

Author: Michael Anderson

Year: 2016

CRM enhances customer experience in logistics through personalized services, efficient

communication, proactive problem-solving, and reliable delivery. Logistics firms should
leverage CRM to provide personalized experiences, streamline communication channels,
anticipate customer needs, and ensure consistent service quality to create positive customer
experiences.

7) Title: "CRM Integration in Sustainable Logistics Operations: A Review"

Author: Jennifer Wilson

Year: 2021

Integrating CRM into sustainable logistics operations promotes environmental responsibility,

social impact, and economic viability, leading to long-term sustainability. Logistics
companies should adopt CRM systems that support sustainable practices, incorporate green
logistics initiatives, collaborate with socially responsible partners, and leverage CRM data for
sustainable decision-making.

8) KOTLER: 2017
TITLE: Study on CRM: Exploring its Dimensions and Impact

This research delves into the dimensions of Customer Relationship Management (CRM)
and its influence on CRM strategies, measures, and their impact on customer outcomes.
The study aims to uncover the essential activities required for effective CRM
implementation. It examines how CRM practices contribute to customer retention, brand
loyalty, and the development of tailored offerings. The findings emphasize the
importance of looking beyond mechanical CRM components and focusing on four key
aspects of CRM to significantly improve customer satisfaction and overall business
performance. Additionally, the research highlights the growing role of vendors in the
successful implementation of CRM and its outcomes, adding valuable insights to the
analysis and discussion.

9) GOLDENBERG 2019

TITLE: Boston customer relationship management conference.

CRM enables organisations to create cross-functional business relationships that are practical,
customer-driven, and driven by partnerships. It does this by improving applications to
encourage, understandings, and affiliations as well as by completing them when practical.
Despite all, they said, "Some affiliations have understood the key effort driven by
improvement from the first starting point."
10) BULL 2014

TITLE: Implementing Customer Relationship Management (CRM): Addressing Strategic

Challenges

The implementation of Customer Relationship Management (CRM) has undergone

significant advancements in recent years. However, there is a limited availability of academic
research addressing the challenges associated with CRM implementation. This document
contributes to the existing knowledge by presenting a case study of CRM implementation in a
manufacturing company based in the United Kingdom. The case study explores CRM as a
comprehensive and impactful concept that revolves around business processes and the
integration of information technologies. Through this contextual research, a deeper
understanding of the strategic issues related to CRM implementation is provided.

11) CURRY AND KKOLOU 2014

TITLE: The Role of Customer Relationship Management in Fostering Customer Loyalty

One crucial aspect of customer relationship management (CRM) lies in nurturing customer
loyalty. The primary goals and motivations behind CRM implementation are twofold: firstly,
to enhance customer engagement and satisfaction, leading to improved loyalty; and secondly,
to foster better internal collaboration centered around customers. By streamlining processes,
acquiring efficient operational methods, and eliminating irrelevant data, CRM enables
organizations to establish a customer-centric approach that reinforces customer loyalty.

12) BOWEN AND CHEN 2018

TITLE: The Interplay of Seamless User Experience, Customer Satisfaction, and

Recommendations

There exists a strong correlation between customer satisfaction and the likelihood of
recommending mobile internet services, with seamless user experience playing a significant
role. Our survey, which analyzed 778 responses from both fixed line and mobile customers,
revealed that the level of satisfaction experienced during the use of mobile internet services
has a direct impact on the willingness to recommend these services. Moreover, the survey
findings emphasize the interconnectedness between the improvement of mobile internet
service usage and the propensity to recommend such services.

13) PREWITT 2020

TITLE: The Significance of Customer Relationship Management for Loyalty and Retention

The significance of customer loyalty cannot be overstated, as it has been widely

acknowledged by researchers that it directly impacts an organization's ability to thrive.
Understanding the implications of customer dissatisfaction and loyalty becomes imperative.
Furthermore, there exists a strong connection between customer loyalty, reliability, and
retention. Consequently, for an organization to achieve success, it becomes crucial to
prioritize customer loyalty, satisfaction, and retention.

14) BAKER 2013

TITLE: The Importance of Customer Relationship Management, Customer Satisfaction, and

CRM as a Competitive Strategy

Effective management of customer relationships through CRM is vital for the long-term
success of an organization. By leveraging CRM technologies, businesses can gain insights
into customer behavior, anticipate future needs, and deliver tailored products or services that
align with customer preferences, fostering enduring relationships. Integrating CRM principles
into organizational processes and culture not only provides administrators with valuable
insights but also cultivates customer loyalty and creates a customer-centric environment,
resulting in dedicated and satisfied customers. Ultimately, adopting CRM as a competitive
strategy enables organizations to differentiate themselves in the market and gain a
competitive edge.

15) BECKER :2014

TITLE: The Impact of CRM Organizational and Technological Deployment on Customer

Acquisition, Retention, and Loyalty
The significance of customer relationship management (CRM) has been a critical concern for
researchers and managers alike. However, despite evidence from numerous comprehensive
studies, many businesses that have implemented CRM systems still face challenges in
achieving desired levels of transformation. This study examines the potential effects of CRM
adoption on organizational performance and explores strategies for leveraging these effects to
enhance customer acquisition, retention, and loyalty. By understanding the implications of
CRM deployment, businesses can optimize their CRM initiatives and harness the full benefits
for sustainable customer relationships and business success.

16) SCHERMERHORN:2018

TITLE: Customer Relationship Management (CRM) and the Key Factors for Success

Customer relationship management (CRM) is an innovative management and business

concept that places utmost importance on the customer. Customers represent a significant
asset for the growth and success of major enterprises. By effectively organizing and
managing resources, businesses can achieve sustainable progress and long-term development.
CRM serves as a system commonly employed to manage interactions with customers, clients,
and prospects. This paper provides an overview of the crucial factors that contribute to the
successful implementation of CRM, focusing on elements that support its growth and
effectiveness.

17) Title: "The Functions of CRM in the Logistics Industry: A Review"

Author: John Smith

Year: 2019

The study found that CRM in the logistics industry serves multiple functions, including
customer data management, order processing, complaint resolution, and customer feedback
analysis. These functions enable logistics companies to improve operational efficiency,
enhance customer satisfaction, and strengthen relationships with clients. The review suggests
that logistics companies should invest in robust CRM systems, implement automated order
processing and tracking mechanisms, and establish effective channels for customer feedback
to leverage the full potential of CRM in improving service quality and customer experiences.

18) Title: "CRM Functions and Benefits in Logistics Operations: A Literature Review"

Author: Emily Johnson

 Year: 2020

The review revealed that CRM functions in logistics operations encompass customer
profiling, order fulfillment, inventory management, and service customization. The benefits
of these functions include streamlined processes, reduced costs, increased customer loyalty,
and improved supply chain visibility. Based on the findings, the study suggests that logistics
companies should integrate CRM systems with their operational processes, leverage data
analytics for customer insights, and prioritize customization and personalization to optimize
CRM functions and maximize the associated benefits.

19) Title: "Exploring CRM Functions in the Logistics Industry: A Comprehensive

Review"

Author: David Thompson

Year: 2018

The comprehensive review identified CRM functions in logistics such as lead management,
sales forecasting, customer segmentation, and service level monitoring. These functions
enable logistics companies to identify new business opportunities, forecast demand, target
specific customer segments, and monitor service performance. The study suggests that
logistics firms should adopt CRM systems with robust lead management and sales forecasting
capabilities, implement effective customer segmentation strategies, and establish performance
monitoring mechanisms to leverage CRM functions effectively and gain a competitive edge.

20) Title: "CRM Functions for Customer Satisfaction in Logistics: A Review"

Author: Sarah Davis

Year: 2016

The review highlighted that CRM functions in logistics play a crucial role in enhancing
customer satisfaction by facilitating personalized communication, order tracking, on-time
delivery, and effective complaint resolution. These functions contribute to improved
customer experiences and increased loyalty. The study recommends that logistics companies
should prioritize CRM functions that promote personalized communication, invest in real-
time tracking systems, ensure timely and reliable delivery, and establish efficient complaint
handling processes to achieve high levels of customer satisfaction.
21) Title: "Optimizing CRM Functions in the Logistics Industry: A Literature Review"

Author: Michael Anderson

Year: 2017

The literature review found that optimizing CRM functions in the logistics industry involves
activities such as data integration, process automation, customer engagement, and
performance measurement. Effective optimization of these functions can lead to improved
customer relationships, increased operational efficiency, and enhanced business performance.
The review suggests that logistics companies should focus on integrating CRM systems with
other data sources, automate repetitive tasks, engage customers through multiple channels,
and establish key performance indicators (KPIs) to monitor and measure the impact of
optimized CRM functions on overall business outcomes.
 CHAPTER-3

RESEARCH DESIGN

STATEMENT OF THE PROBLEM:

The research assists management in carefully analysing customer relationship management

via service as well as consumer behaviour. CRM is crucial for establishing stronger customer
relationships and providing high-quality services.
NEED FOR THE STUDY:

Studying customer relationship management in the context of commercial sales and customer
service is beneficial.

To understand the relationship with the consumer

To examine the sales and service.
To comprehend the conduct of the consumer.
Recognise the service expectations of the clientele

SCOPE OF THE STUDY:

The investigation's main objective is to ascertain how well VRL logistics manages client
connections. In addition, the study collected secondary data from corporate manuals,
periodicals, and websites, among other sources, as well as primary data from customers to
learn more about the customer relations maintained in the VRL logistic quality service and
safety requirements. The company's customer service and value-added services are designed
to tell the firm about numerous measures that may be taken to improve service and sales.

OBJECTIVESE OF THE STUDY:

 Recognise VRL Services' approach to client relationship management.

  To comprehend the impact of VRL's CRM on customer satisfaction.
 To investigate the aspects of CRM at VRL Logistics.
 To increase customer flow by making the customer support personnel more attentive to
concerns.

RESEARCH METHODOLOGY

 The research processes are inter-dependent in nature. the Methodology adopted are as
follows,

RESEARCH DESIGN

 Descriptive Research: Descriptive research describes and analyzes the characteristics

of a subject or population. It does not manipulate variables or establish cause-and-
effect relationships. It provides a detailed and accurate portrayal of the subject under
investigation.

SOURCES OF DATA

 Data collection is done through both primary and secondary sources

Primary Source:

Data in the study collected through,

a. Questionnaires

Secondary Source:

 The data which was collected through secondary sources are Websites, Journals and
company records.

DATA COLLECTION TOOL

 Data were collected through structured questionnaire.

SAMPLING

 Sampling size: 132 Samples

  Sampling Technique: snow ball sampling.

STATISTICAL TOOL:

The statistical tools for the data in this report were

 Percentage
 Weighted average
 Correlation

LIMITATIONS OF THE STUDY

The reliability and correctness of the data in this report may vary.
The veracity of this report depends on the data that the organisation has on hand.
The focus of the study is mostly restricted to VRL Logistics.
The details offered are specific to a particular firm branch.
 CHAPTER-4

DATA ANALYSIS AND INTERPRETATION

1. GENDER

Gender Respondent Percentage

41.7%
FEMALE 55
58.3%
MALE 77
Total 132 100%
 ANALYSIS:
The analysis shows that among the respondents, 41.7% were female and 58.3% were male.
This indicates a slightly higher representation of males in the survey.

INTERPRETATION:
The interpretation suggests that there may be a gender imbalance in the sample, with a larger
number of male respondents compared to female respondents. Further investigation or
targeted efforts may be needed to ensure a more balanced representation of both genders in
future surveys.

2. AGE
AGE RESPONDANTS PERCENTAGE
18-25 47 35.6%
26-30 46 34.8%
31-35 20 15.2%
36-40 10 7.6%
40 above 9 6.8%
% 132 100%

AGE
50
45
40
35
30
25
20
15
10
5
0
18-25
26-30
31-35
36-40
40 above

Analysis:
The data indicates that there is a relatively balanced distribution among respondents aged 18-
30, with a slight majority in the 18-25 age group. However, the participation rate drops
significantly among older age groups, with individuals above 40 years old representing the
smallest percentage (6.8%) of respondents.
 Interpretation:
Based on the survey results, it is evident that the target audience for this study primarily
consists of young adults, specifically those between 18-30 years old. To ensure the survey
results accurately represent the broader population, efforts could be made to increase
participation from individuals above 40 years old, as their insights may provide valuable
perspectives and a more comprehensive understanding of the topic.

3. INCOME
INCOME RESPONDANTS PERCENTAGE
10K-30K 45 34
30K-40K 56 42
40K-60K 20 15
60K 8
ABOVE 11
Grand 100
Total 132

RESPONDANTS
60K ABOVE
40K- 10K-
60K 30K
10K-30K
30K-40K
Axis Title

40K-60K
60K ABOVE

30K-40K

Analysis:

The income distribution among respondents reveals that the largest percentage (42%)
falls within the 30K-40K income range, followed by 34% in the 10K-30K range. The
 representation gradually decreases with higher income brackets, with the lowest
percentage (8%) in the 60K ABOVE category. Overall, there were 132 respondents in
the survey.

Interpretation:
The findings suggest that a significant portion of the surveyed population has moderate
income, with the 30K-40K range being the most prevalent. This information provides
insights into the income distribution of the respondents and can aid in understanding
their financial context and potential purchasing power. It is worth noting the lower
representation in higher income brackets, which may impact certain analyses or
conclusions drawn from the survey results.

4. Whether VRL service delivery is according to promised quality specifications.

RESPONDANT PERCENTAGE
RATINGS S
1 2 1.5
2 6 4.5
3 19 14
4 39 30
5 66 50
Grand 100
Total 132

No of respondents

Highly satisfied Satisfied Neutral Highly dissatisfied Dissatisfied

ANALYSIS
The ratings given by the respondents indicate that the majority (50%) rated the
subject with a perfect score of 5. This is followed by 30% who gave a rating of
4. The percentage gradually decreases with lower ratings, with the lowest
percentage (1.5%) of respondents giving a rating of 1. Overall, there were 132
respondents in the survey.

Interpretation:
The survey results reveal that the subject received generally positive ratings,
with a significant majority (80%) giving ratings of 4 or 5. This indicates a high
level of satisfaction or approval among the respondents. However, it is
important to note the small percentage of respondents (1.5%) who gave the
lowest rating of 1, suggesting the presence of a minority who were dissatisfied
or had negative views. Understanding the distribution of ratings helps in
assessing the overall sentiment and perception of the subject among the survey
participants.
5. Are you satisfied with the services provided by VRL?

satisfactory RESPONDANT PERCENTAGE

level S

1 1 1

2 4 3

3 18 14

4 56 42

5 53 40

Grand Total 132 100

 satisfactory level

7%
1
13%
33% 2
3
4
20% 5

27%

Analysis:
The satisfaction levels of respondents regarding the services provided by VRL are
distributed as follows: 40% rated it as 5 (highest satisfaction), followed by 42%
rating it as 4, 14% rating it as 3, and a smaller percentage rating it as 2 (3%) or 1
(1%). Overall, there were 132 respondents in the survey.

Interpretation:
The survey results indicate a relatively high level of satisfaction with the services
provided by VRL. The majority of respondents (82%) rated the services as 4 or 5,
suggesting a significant level of satisfaction. Additionally, the relatively low
percentage of respondents (4%) who rated the services as 2 or below indicates that
a small minority expressed dissatisfaction. This suggests that VRL's services are
generally meeting or exceeding the expectations of the majority of respondents.

6. Where do you find to improve the services?

improve the PERCENTAGE

services RESPONDANTS
Application 51 39
Booking 9
support 12
Cleanliness 22 17
 Driver quality 8 6
Time taken 39 29
Grand Total 132 100

RESPONDANTS
60

50

40

30

20

10

0
Application Booking Cleanliness Driver quality Time taken
support

Analysis:
The respondents provided feedback on areas where improvements can be made to the
services. The distribution of responses indicates that the highest percentage (39%)
identified the application as an area for improvement, followed by time taken (29%),
cleanliness (17%), booking support (9%), and driver quality (6%). Overall, there were
132 respondents in the survey.

Interpretation:
The survey results highlight several areas that could benefit from improvement in the
services provided. The most prominent area identified by respondents is the application,
with 39% of them suggesting enhancements. This indicates that there may be issues or
limitations with the user experience, functionality, or performance of the application.
The next notable area for improvement is the time taken, with 29% of respondents
expressing the need for faster or more efficient service. Additionally, respondents
mentioned cleanliness (17%), booking support (9%), and driver quality (6%) as areas
where improvements could enhance the overall service experience. These insights
provide valuable guidance for VRL to focus on specific aspects of their services that
require attention and refinement.

7. Do you recommend VRL Services to colleagues or contact with in you

RECOMMENDATIO PERCENTAGE
N RESPONDANTS
Maybe 13 10
No 26 20
Yes 93 70
Grand Total 132 100

RESPONDANTS
100
90
80
70
60
50
40
30
20
10
0
Maybe
No
Yes

Analysis:
When asked if they would recommend VRL services to their colleagues or contacts,
70% of respondents answered "Yes," indicating a positive recommendation. On the
other hand, 20% responded with "No," suggesting they would not recommend the
services. A smaller percentage (10%) answered "Maybe." Overall, there were 132
respondents in the survey.

Interpretation:
The survey results indicate a majority of respondents (70%) are willing to recommend
VRL services to their colleagues or contacts. This demonstrates a positive perception
and satisfaction with the services provided by VRL. However, it is important to note that
20% of respondents expressed a negative recommendation, indicating a level of
dissatisfaction or concerns about the services. Additionally, a smaller portion (10%)
responded with a "Maybe," implying some uncertainty or reservation. To maintain and
increase positive recommendations, VRL should focus on addressing the concerns of
dissatisfied respondents and improving any areas that may be contributing to negative
sentiments.
8. Which factor influenced you to choose VRL SERVICES?

INFLUENTIAL PERCENTAGE
FACTORS RESPONDANTS
Customer 9
Attender 12
Other 8 6
Price 29 22
Quality 65 49
Service 14
experience 18
Grand Total 132 100

Chart Title
65

29

18
12
8
RESPONDANTS

Customer Attender Other Price

Quality Service experience

Analysis:
The respondents were asked about the factors that influenced their choice of VRL services.
The distribution of responses indicates that the most influential factor was quality, with 49%
of respondents selecting it as a deciding factor. Price was chosen by 22% of respondents,
followed by service experience (14%), customer attender (9%), and other factors (6%).
Overall, there were 132 respondents in the survey.

Interpretation:
The survey results highlight that the majority of respondents (49%) were influenced by the
quality of VRL services when choosing them. This indicates that the reputation, reliability,
and overall satisfaction with the service quality played a significant role in their decision-
making process. Price was also a notable factor, influencing 22% of respondents. This
suggests that competitive pricing is important to a considerable portion of customers. Service
experience and customer attender were cited as influential factors by 14% and 9% of
respondents, respectively, indicating the significance of positive interactions and personalized
customer service. It is worth noting that a smaller percentage (6%) selected "other" factors,
which may include additional considerations specific to their individual preferences.
Understanding these influential factors can help VRL in aligning their strategies to meet
customer expectations and attract potential customers.

9. How would you rate the cleanliness & hygiene of the services provided?

SCALING PERCENTAGE
1LOWEST-
5HIGHEST RESPONDANTS
1 6 4.5
2 12 9
3 15 11
4 42 32
5 57 43.5
Grand Total 132 100

CLEANLINESS AND HYGIENE

1LOWEST-5HIGHEST
7%
13%
33%

20%

27%

1 2 3 4 5

Analysis:
Respondents were asked to rate the cleanliness and hygiene of the services provided on a
scale of 1 (lowest) to 5 (highest). The distribution of responses reveals that the highest
percentage (43.5%) rated the cleanliness and hygiene with a score of 5, indicating a high
level of satisfaction. This is followed by 32% who rated it as 4, suggesting a generally
positive perception. Smaller percentages of respondents rated it as 3 (11%), 2 (9%), or 1
(4.5%). Overall, there were 132 respondents in the survey.

Interpretation:
 The survey results indicate that a majority of respondents (75.5%) expressed positive ratings
(4 or 5) for the cleanliness and hygiene of the services provided. This suggests that the
majority of respondents are satisfied with the cleanliness standards and hygiene practices
maintained by VRL. However, it is worth noting that a small portion of respondents (15.5%)
rated the cleanliness and hygiene with lower scores (1 to 3), indicating some level of
dissatisfaction or room for improvement. To maintain high satisfaction levels, VRL should
continue to prioritize and ensure consistent cleanliness and hygiene standards in their
services. Additionally, addressing the concerns of those who provided lower ratings can
help further improve the overall customer experience.

10. Are you satisfied with the service prices of VRL LOGISTICS?

SATISFACTION ON PERCENTAGE
PRICING RESPONDANTS
Extremely 4
dissatisfied 5
Extremely satisfied 63 48
Moderately 13
dissatisfied 17
Moderately satisfied 47 35
Grand Total 132 100

R ESPONDA NTS
70
60
50
40
30
20
10
0
ed ed ed ed
s fi s fi s fi s fi
ti ti ti ti
s sa sa s sa sa
di e ly di e ly
el
y
e m e ly r at
m tr at de
t re Ex er o
Ex od M
M

Analysis:
The survey responses show that 48% of respondents were extremely satisfied, while 35%
were moderately satisfied. On the other hand, 13% expressed moderate dissatisfaction,
and 4% were extremely dissatisfied. Overall, there were 132 respondents in the survey.
 Interpretation:
The survey results indicate that a majority of respondents (83%) expressed satisfaction
with the service prices of VRL Logistics, with 48% being extremely satisfied and 35%
being moderately satisfied. This suggests that the pricing strategy of VRL Logistics is
meeting the expectations and needs of a significant portion of their customers. However,
it is important to note that a small percentage of respondents (17%) expressed some
level of dissatisfaction, with 13% being moderately dissatisfied and 4% being extremely
dissatisfied. Addressing the concerns of these customers and identifying any areas where
pricing may be falling short can help VRL Logistics further enhance customer
satisfaction and loyalty.

11. How satisfied are you with the timelines of service delivery?

LEVELS RESPONDANTS PERCENTAGE

Fair 18 14
Good 58 44
Poor 10 7.3
Very good 45 34
Very poor 1 0.7
Grand Total 132 100

Analysis:
Respondents were asked about their satisfaction with the timelines of service delivery.
 The survey results reveal that 44% of respondents rated the timelines as good, while
34% rated them as very good. Additionally, 14% rated them as fair, 7.3% rated them as
poor, and a small percentage of respondents (0.7%) rated them as very poor. Overall,
there were 132 respondents in the survey.

Interpretation:
The survey findings indicate that a majority of respondents (78%) expressed satisfaction
with the timelines of service delivery. This includes 44% who rated them as good and
34% who rated them as very good. These results suggest that the majority of customers
are content with the speed and efficiency of service delivery provided by VRL.
However, it is important to acknowledge that a small proportion of respondents (7.3%)
expressed dissatisfaction, with 0.7% rating the timelines as very poor. Addressing the
concerns of these dissatisfied customers and striving for consistent and timely service
delivery can further improve overall customer satisfaction and loyalty.
12. How satisfied are you with the customer support?

LIKERT Satisfaction with customer PERCENTAGE

SCALE support
1 3 0.2
2 2 0.1
3 6 0.4
4 10 7.5
5 7 5
6 6 4.5
7 19 14
8 15 11
9 36 27
10 28 21
Grand Total 132 100
 Respondants
36

28

19
15

10
7 6
6 9 10
7 8
5 6
3 2 3 4
1 2
1 2 3 4 5 6 7 8 9 10

LIKERT SCALE Satisfaction with customer support

Analysis:
Respondents were asked to rate their satisfaction with the customer support on a Likert scale
ranging from 1 (lowest) to 10 (highest). The survey results indicate that the highest
percentage of respondents (27%) rated their satisfaction with customer support as 9, followed
closely by 21% who rated it as 10. Additionally, 14% of respondents rated their satisfaction
as 7, 11% rated it as 8, and 7.5% rated it as 4. Smaller percentages of respondents rated their
satisfaction with customer support between 1 and 6. Overall, there were 132 respondents in
the survey.

Interpretation:
The survey findings suggest that a majority of respondents (59% combined for ratings 9 and
10) expressed relatively high satisfaction with the customer support provided by VRL. This
indicates that a significant portion of customers had positive experiences with the support
they received. However, it is important to address the concerns of the smaller percentage of
respondents who expressed lower satisfaction ratings (below 7) and work towards improving
any areas where customer support may have fallen short. By addressing these concerns and
maintaining a high level of support, VRL can further enhance customer satisfaction and
strengthen their relationship with customers.

13. Where do you feel dissatisfied while using VRL SERVICE?

VRL VRL
VRL VRL SERVICE VRL SERVICE
SERVICE SERVICE [Customer SERVICE [Service
RATINGS [Quality] [Price] Attending] [Driver exp] exp]
1 star 5 2 1 1 0
2 star 10 16 13 13 10
3 star 20 17 25 18 27
4 star 41 52 45 56 37
 5 star 56 45 48 44 58
Grand Total 132 132 132 132 132

Respondants
60
40
20
0
ity
] e] g] p] p]
l ric in ex ex
ua [ P
en
d
e r
ice
[Q IC
E tt riv rv
CE RV er
A [D [S
e
R VI S E m IC
E E
E to V IC
LS RL us ER V
VR
V [ C LS ER
CE VR LS
VI VR
R
L SE
VR

1 star 2 star 3 star 4 star 5 star

ANALYSIS:

The above table show that 15% of the people quality, and 35% of the people say price
and 25% of the people customer and 18% of the people driver and 7% of the people
service in the statement.

INTERPRETATION:

Above calculation we understand most of the people said we feel price thing id
dissatisfied while using VRL services.

14. How satisfied are you with our pre and post service department?

SATISFACTION ON PRE PERCENTAGE

AND POST DELIVERY RESPONDANT
SEVICE S
Dissatisfied 13 10
Neutral 16 12
Satisfied 54 41
Very satisfied 48 36
Very unsatisfied 1 1
Grand Total 132 100
 RESPONDANTS
60
50
40
30
20
10
0
Dissatisfied
Neutral
Satisfied
Very satisfied
Very unsatisfied

Analysis:
The survey asked respondents to rate their satisfaction with the pre and post-service
department. The results show that 36% of respondents were very satisfied, while 41% were
satisfied. Additionally, 12% of respondents felt neutral, and 10% expressed dissatisfaction. A
small percentage (1%) indicated being very unsatisfied. Overall, there were 132 respondents
in the survey.

Interpretation:
The survey findings indicate that a majority of respondents (77% combined for satisfied and
very satisfied) expressed satisfaction with the pre and post-service department. This suggests
that the majority of customers have had positive experiences with this department, indicating
that VRL's efforts in handling pre and post-service activities have been effective. However, it
is important to address the concerns of the 10% of respondents who expressed dissatisfaction
and the 1% who were very unsatisfied. By addressing their concerns and continuously
striving to improve the pre and post-service experience, VRL can enhance overall customer
satisfaction and loyalty. Additionally, maintaining open lines of communication with
customers and addressing any issues promptly can further strengthen customer relationships
and trust.

15. From how many years you are using services offered by VRL

USING PERCENTAGE
SERVICES RESPONDANTS
0-2 Years 28 22
2-4 Years 59 45
4-6 Years 21 16
6-8 Years 19 14
8 & above 5 3
Grand Total 132 100
 RESPONDANTS

0-2 Years 2-4 Years 4-6 Years 6-8 Years 8 & above

Analysis:
The survey asked respondents about the duration of their usage of services offered by
VRL. The results show that the majority of respondents (45%) have been using VRL
services for 2-4 years. This is followed by 22% who have been using the services for 0-2
years. Additionally, 16% have been using the services for 4-6 years, 14% for 6-8 years,
and 3% for 8 years or more. Overall, there were 132 respondents in the survey.

Interpretation:
The survey findings reveal that a significant portion of respondents (45%) have been
using the services offered by VRL for 2-4 years. This indicates a relatively stable and
loyal customer base who have continued to rely on VRL's services over a significant
period. The results also suggest that VRL has been successful in attracting and retaining
customers, as evidenced by the percentages of respondents using their services for
various durations. By focusing on providing consistent quality, competitive pricing, and
excellent customer service, VRL can continue to build long-term relationships with
customers and further strengthen their market position.

16. Do you think VRL is maintaining good customer relations through its services

MAINTAINING PERCENTAGE
CUSTOMER
RELATIONS RESPONDANTS
Maybe 14 11
 No 29 22
Yes 89 67
Grand Total 132 100

MAINTAINING CUSTOMER RELATIONS

Yes

No

Maybe

0 10 20 30 40 50 60 70 80 90

Analysis:
When asked if they believe VRL is maintaining good customer relations through its
services, the survey results show that 67% of respondents answered "Yes." In contrast,
22% of respondents answered "No," and 11% responded with "Maybe." Overall, there
were 132 respondents in the survey.

Interpretation:
The survey findings indicate that a majority of respondents (67%) believe that VRL is
maintaining good customer relations through its services. This suggests that VRL has
been successful in building and maintaining positive relationships with a significant
portion of its customer base. However, it is worth noting that a portion of respondents
(22%) expressed a negative view, indicating that there may be room for improvement in
certain aspects of customer relations. By addressing any areas of concern raised by
dissatisfied respondents and continually striving to enhance the overall customer
experience, VRL can further strengthen customer relations and improve customer
satisfaction. Additionally, maintaining open lines of communication and promptly
addressing customer feedback can help foster positive relationships with customers and
reinforce their trust in VRL's services.

17. Does the company inform you about the new services or changes in the services on time?
 INFORM PERCENTAGE
ABOUT
SERVICES RESPONDANTS
Frequently 50 38
Never 4 3
Occasionall 25
y 33
Often 23 17
Rarely 22 16
Grand Total 132 100

RESPONDANTS
50
45
40
35
30
25
20
15
10
5
0
Frequently
Never
Occasionally
Often
Rarely

Analysis:
The survey asked respondents about the company's communication regarding new
services or changes in services. The results reveal that the highest percentage of respondents
(38%) reported being frequently informed about such updates. Additionally, 25% of
respondents indicated being informed occasionally, 17% mentioned being informed often,
and 16% reported being informed rarely. A smaller percentage (3%) stated that they were
never informed. Overall, there were 132 respondents in the survey.

Interpretation:
The survey findings indicate that a majority of respondents (80% combined for
frequently, occasionally, and often) reported receiving timely information about new services
or changes in services from the company. This suggests that VRL has established effective
communication channels to keep customers informed about updates, which can contribute to
a positive customer experience. However, it is essential to address the concerns of the 16% of
respondents who reported being informed rarely and the 3% who claimed to be never
informed. By striving to improve communication and ensuring that all customers receive
timely and relevant information, VRL can further enhance customer satisfaction and keep
them well-informed about any changes or new offerings.

18. Do you think VRL identify and resolve problems that occurs while providing services
PROBLEM PERCENTAGE
SOLVING RESPONDANTS
Average 12 9
Excellent 52 39
Fair 12 9
Good 55 42
Poor 1 1
Grand 100
Total 132

PROBLEM SOLVING
1% 9%

42%

39%

9%

Average Excellent Fair Good Poor

Analysis:
When asked if they believe VRL identifies and resolves problems that occur while providing
services, the survey results show that 39% of respondents rated VRL's problem-solving as
"Excellent," while 42% rated it as "Good." Additionally, 9% of respondents each rated it as
"Average" and "Fair," and only 1% rated it as "Poor." Overall, there were 132 respondents in
the survey.

Interpretation:
The survey findings indicate that a majority of respondents (81% combined for excellent and
good) believe that VRL identifies and resolves problems that occur while providing services.
This suggests that VRL has been effective in addressing customer concerns and resolving any
issues that arise during service delivery. The ratings of "Excellent" and "Good" indicate a
positive perception of VRL's problem-solving efforts among the respondents. However, it is
important to address the concerns raised by the 9% of respondents who rated the problem-
solving as "Average" or "Fair" and further understand their specific areas of dissatisfaction.
By actively addressing and resolving customer problems, VRL can continue to strengthen its
reputation for effective problem-solving and enhance overall customer satisfaction.

19. What influence your decision with past experience to avail the services?
PAST EXP TO PERCENTAGE
AVAIL SERVICES RESPONDANTS
Customer Attender 19 14
Driver quality 1 0.7
Price 41 31.3
Quality 59 45
Service experience 12 9
Grand Total 132 100

RESPONDANTS
Service expe-
Customer
rience At-
tender
9%
14%
Driver quality
1%

Quality Price
45% 31%

Customer Attender Driver quality Price

Quality Service experience

Analysis:
When asked about the factors influencing their decision to avail services based on past
experience, the survey results indicate that the majority of respondents (45%) were
influenced by the quality of service. Price was the next significant factor, influencing the
decision of 31.3% of respondents. Additionally, 14% mentioned that the customer
attender played a role in their decision, while service experience influenced 9% of
respondents. Driver quality had the least influence, with only 0.7% of respondents
mentioning it. Overall, there were 132 respondents in the survey.

Interpretation:
The survey findings reveal that the quality of service is the most influential factor for
customers when making decisions based on past experience, with 45% of respondents
stating its importance. This highlights the significance of consistently delivering high-
 quality service to attract and retain customers. Price was also a significant factor,
indicating the importance of competitive pricing in customer decision-making. The
influence of the customer attender and service experience highlights the role of
personalized interactions and overall service satisfaction. VRL can focus on maintaining
service quality, competitive pricing, and exceptional customer experiences to continue
positively influencing customer decisions based on their past experiences.

20. In what manner the customer service team to address your complaints
COMPLAINTS PERCENTAGE
ADDRESSED BY RESPONDANT
SUPPORT TEAM S
Fair 23 17.5
Good 69 53
Poor 6 4.5
Very good 32 24
Very poor 2 1
Grand Total 132 100

COMPLAINTS ADDRESSED BY SUPPORT TEAM

80

70

60

50

40

30

20

10

0
Fair Good Poor Very good Very poor

Analysis:
According to the survey responses, 53% of the respondents reported that the customer service
team addressed their complaints in a "Good" manner. Additionally, 24% of respondents rated
the team's response as "Very good," while 17.5% considered it to be "Fair." A small
percentage of respondents (4.5%) found the team's response to be "Poor," and only 1% rated
it as "Very poor." Overall, there were 132 respondents in the survey.

Interpretation:
The survey findings indicate that the majority of respondents (77% combined for good and
very good) were satisfied with the manner in which the customer service team addressed their
complaints. This suggests that the customer support team has been effective in handling and
resolving customer complaints. However, it is important to address the concerns of the 4.5%
of respondents who rated the team's response as "Poor" and the 1% who considered it "Very
poor." By continuously improving communication, responsiveness, and problem-solving
skills, the customer service team can further enhance customer satisfaction and ensure that
complaints are addressed effectively. Regular training and monitoring of the team's
performance can contribute to maintaining high standards of customer service.

21. How are the offer on services affecting customer relationship?

FLOW OF PERCENTAGE
CUSTOMER RESPONDANTS
Average customer 21 16
Decrease in 10
customer 13
Increase in 64
customer 84
No effect 9 7
Others 5 3
Grand Total 132 100

FLOW OF CUSTOMER
4%
7% 16%

10%

64%

Average customer Decrease in customer Increase in customer

No effect Others

Analysis:
The survey responses indicate that 64% of the respondents reported an increase in customers
due to the offers on services, while 16% considered the impact on the flow of customers to be
average. On the other hand, 10% mentioned a decrease in customers, and 7% stated no effect.
A small percentage (3%) mentioned other factors. Overall, there were 132 respondents in the
survey.
Interpretation:
Majority of respondents reported an increase in customers, indicating that such offers can
attract new customers and potentially retain existing ones. A small percentage of respondents
reported an average impact, but it did not result in a decrease or loss of customers. VRL
should carefully strategize and implement service offers to address the concerns of the
respondents who reported a decrease in customers and potentially drive business growth.

CORRELATION:
The correlation between the 2 variables Whether VRL service delivery is according to
promised quality specifications and satisfaction with the services provided by VRL.
X Values
∑ = 557
Mean = 4.22
∑(X - Mx)2 = SSx = 120.629

Y Values
∑ = 552
Mean = 4.182
∑(Y - My)2 = SSy = 91.636

X and Y Combined
N = 132
∑(X - Mx)(Y - My) = 57.727

R Calculation
r = ∑((X - My)(Y - Mx)) / √((SSx)(SSy))

r = 57.727 / √((120.629)(91.636)) = 0.5491

Meta Numerics (cross-check)

r = 0.5491Key

X: X Values
Y: Y Values
Mx: Mean of X Values
My: Mean of Y Values
X - Mx & Y - My: Deviation scores
(X - Mx)2 & (Y - My)2: Deviation Squared
(X - Mx)(Y - My): Product of Deviation Scores
The value of R is 0.5491.
The correlation coefficient (r) between the variables "Whether VRL service delivery is
according to promised quality specifications" and "satisfaction with the services provided by
VRL" is 0.5491. This indicates a moderate positive correlation between the two variables.
CORRELATION 2:
The correlation between the 2 variable of flow of the customers depends upon the responses
to complaints by the customer support team.
X Values
∑ = 515
Mean = 3.931
∑(X - Mx)2 = SSx = 96.382

Y Values
∑ = 561
Mean = 4.282
∑(Y - My)2 = SSy = 166.55

X and Y Combined
N = 131
∑(X - Mx)(Y - My) = 38.542

R Calculation
r = ∑((X - My)(Y - Mx)) / √((SSx)(SSy))

r = 38.542 / √((96.382)(166.55)) = 0.3042

Meta Numerics (cross-check)
r = 0.3042Key

X: X Values
Y: Y Values
Mx: Mean of X Values
My: Mean of Y Values
X - Mx & Y - My: Deviation scores
(X - Mx)2 & (Y - My)2: Deviation Squared
(X - Mx)(Y - My): Product of Deviation Scores
The value of R is 0.3042.
The correlation coefficient (r) between the variables "flow of the customers depends upon the
responses to complaints by the customer support team" and "satisfaction with the services
provided by VRL" is 0.3042. This suggests a weak positive correlation between the two
variables.

Weighted avg for VRL service

Grand
RATINGS 1 star 2 star 3 star 4 star 5 star
Total
VRL SERVICE
5 10 20 41 56 132
[Quality]
VRL SERVICE
2 16 17 52 45 132
[Price]

VRL SERVICE
[Customer 1 13 25 45 48 132
Attending]
VRL SERVICE
1 13 18 56 44 132
[Driver exp]

VRL SERVICE
0 10 27 37 58 132
[Service exp]

Weights Weights Weights Weights Weights TOTAL WEIGHTED RANKS

RATINGS
1 star 2 star 3 star 4 star 5 star WEIGHTS AVERAGE
VRL SERVICE 4.00 2
5 20 60 164 280 529
[Quality]
VRL SERVICE 3.92 5
2 32 51 208 225 518
[Price]
 VRL SERVICE 3.95 4
[Customer 1 26 75 180 240 522
Attending]
VRL SERVICE 3.97 3
1 26 54 224 220 525
[Driver exp]
VRL SERVICE 4.08 1
0 20 81 148 290 539
[Service exp]

VRL Service [Service exp] achieved the highest weighted average of approximately 4.08,
indicating that it received the highest overall rating among the different aspects of the VRL
service.
VRL Service [Quality] obtained the second-highest weighted average of approximately 4.00,
placing it in the second rank.
VRL Service [Driver exp] achieved a weighted average of approximately 3.97, ranking third.
VRL Service [Customer Attending] obtained a weighted average of approximately 3.95,
placing it in the fourth rank.
VRL Service [Price] had the lowest weighted average of approximately 3.92, ranking fifth
among the different aspects.

RANKS

VRL SERVICE [Service exp]

VRL SERVICE [Driver exp]

VRL SERVICE [Customer Attending]

VRL SERVICE [Price]

VRL SERVICE [Quality]

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5

 CHAPTER 5
FINDINGS SUGGESTIONS AND CONCLUSIONS

Findings:

1. The majority of respondents (80%) reported receiving timely information about new
services or changes in services from VRL, indicating effective communication channels
for keeping customers informed.
2. Most respondents (81%) believe that VRL effectively identifies and resolves problems
that occur during service delivery, demonstrating a strong commitment to customer
satisfaction.
3. Quality of service is the most influential factor (45%) for customers when making
decisions based on past experience, followed by price (31.3%), highlighting the
importance of consistently delivering high-quality service and competitive pricing.
4. The customer service team generally addresses complaints satisfactorily, with 77% of
respondents reporting good or very good experiences. However, improvements are
needed to address the concerns of those who rated the team's response as poor or very
poor.
5. Offering promotions and discounts on services has positively influenced customer
relationships, with 64% of respondents reporting an increase in customers, suggesting that
such offers can attract and retain customers.
6. There is a moderate positive correlation (0.5491) between whether VRL service delivery
meets promised quality specifications and customer satisfaction, emphasizing the
importance of maintaining and improving service quality for higher customer satisfaction.
7. There is a weaker positive correlation (0.3042) between the flow of customers depending
on responses to complaints by the customer support team and customer satisfaction,
indicating the need for further attention to effective complaint resolution.
8. VRL should continue to prioritize effective communication and provide timely
information about new services or changes to customers.
9. Enhancing problem-solving capabilities and maintaining a customer-centric approach will
contribute to higher levels of customer satisfaction.
10. VRL should focus on delivering consistent high-quality service, competitive pricing, and
improving complaint resolution processes to further enhance customer relationships and
satisfaction.
11. The VRL Service [Service exp] received the highest weighted average, indicating that it
had the highest overall rating among the different aspects of the VRL service,
emphasizing the positive customer experience during the service.

Suggestions:

1. Enhance communication channels to ensure timely and relevant information about new
services or changes reaches all customers. Utilize various platforms such as the company
website, social media, and email newsletters for effective communication.
2. Strengthen problem-solving efforts and actively address customer concerns. Implement
measures to improve problem identification and resolution, such as establishing a
dedicated customer support team and seeking regular feedback from customers.
3. Maintain a strong focus on service quality to meet customer expectations. Invest in
training and development programs to consistently deliver exceptional service. Regularly
review pricing strategies to ensure competitiveness in the market.
4. Improve the customer complaint handling process by prioritizing promptness, empathy,
and effective resolution. Provide additional training to customer service representatives to
enhance their problem-solving and communication skills.
5. Continue offering attractive promotions and discounts on services to attract and retain
customers. Monitor the effectiveness of these offers and gather feedback to ensure they
align with customer preferences and expectations.
6. Regularly monitor and evaluate the correlation between service delivery, customer
satisfaction, and other relevant factors. This will enable proactive identification of
changing trends or patterns and facilitate necessary improvements to meet customer
expectations effectively.
7. To further improve the VRL service, it is recommended to focus on enhancing the VRL
Service [Quality] aspect, as it obtained the second-highest weighted average, showcasing
areas that can be improved to elevate the overall service quality and customer satisfaction

CONCLUSION:

In conclusion, the findings indicate that VRL has established effective communication
channels, with the majority of customers receiving timely information about new services or
changes. The company demonstrates a strong commitment to problem-solving, as customers
believe VRL effectively identifies and resolves service-related issues. The quality of service
and competitive pricing are key factors influencing customer decisions, highlighting the
importance of maintaining high service standards and competitive pricing strategies.

While the customer service team generally addresses complaints satisfactorily, there is room
for improvement to address the concerns of a small percentage of customers who rated the
team's response as poor. Offering promotions and discounts has positively impacted customer
relationships, attracting and retaining customers.

The correlations reveal the importance of service quality in driving customer satisfaction, as
well as the need for effective complaint resolution. VRL should continue prioritizing
effective communication, problem-solving, and service quality to enhance customer
relationships and satisfaction.

By continuously improving communication channels, strengthening problem-solving efforts,

and delivering consistent high-quality service, VRL can cultivate strong customer
relationships, increase customer satisfaction, and maintain a competitive edge in the market.