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Service Quality Delivery on Pepsi
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1. INTRODUCTION
The rich content of scanner data enables the estimation of structural econometric models to be
used to investigate market power and analyze policy. Recent advances in structural approaches to
empirical market power analysis combines estimated demand functions with game-theoretic
models of a particular industry to estimate its competitive nature. However, economic and
econometric theory is often silent on the specific econometric estimators that should be
employed. Each one having similar, but differing restrictions on the assumptions of the
underlying sample from which the data is collected. As a result, the objective of this study is to
empirically compare several different estimators of a supply model, and look at the differences
each one implies with respect to the nature of the competitive game the carbonated soft drink
(CSD) market plays. The CSD category is used in our empirical analysis for several reasons.
First, the industry is highly concentrated at the manufacturing level, being largely dominated by
two manufacturers. However, retail outlets have recently been introducing, and pushing, their
own private label brands as a way of expanding category profits. Second, the industry is well
known among a wide range of consumers not only in the U.S., but largely throughout the world.
Thus many retail outlets carry the same set of products making the competitive nature of the
CSD industry an empirical question at not only the manufacturer level, but also at the retail level.
Finally, given the long history of the industry, particularly in the U.S., steady state equilibrium is
likely to exist. Thus the CSD market is an ideal category for comparing the competitive nature
implied from several different econometric estimators. The remainder of the paper is organized
as follows. In the next section we present the econometric model used to analyze the market
power of the CSD market. This section begins with a brief overview of the demand and supply
models used, followed by their specification.
1
1.1 INDUSTRY PROFILE
Around 1984 the first branded soft drink came in the Indian market. This soft drink was named
as gold spot. Before Coca-Cola entered the country to dominant the scene in 1950’s, Parley
exports Pvt. Ltd were the first Indian company to introduce a lemon soft drink, this drink was
known as Limca and it was introduce in 1970’s. However, before this they had introduced cola
piping, which was withdrawn in face of tough competition from coca-cola.
In the year 1977 coca-cola left Indian market and this brought in an opportunity for various
Indian companies to show their caliber, at this time a new soft drink was introduced by parley
product and this was named thrums up.
This was Coca-cola drink, which had a burnt sugar color. This drink was introduced with a
mighty “happy days are here again”. As if happy days went away with coca-cola .There was
another company named pure drinks, which introduced the soft drink named campa-cola along
with orange and lemon flavors.
Just after this many more companies entered the Indian soft drink market. A soft drink named
double-7 had been introduced by a company modern baker. Another company, Mohan meckins
also came with a softy drink named marry & puck up. Mcdowell came with thrill, rush and sprit.
Previously there was no competition in the Indian soft drink market but with all these companies
coming in the Indian market a huge competition was a place with high voltage advertisement.
But in the year 1988 Pepsi was given permission to sell its soft drinks in the Indian market by the
government of India. Coca-cola also co history of soft drink come back 1993.
Soft Drink Market Indian Scenario
Indian soft drink industry is witnessing a boom time. Its growth rate is around 20% with such a
high growth rate, volume could reach billion crates with 10 years .Three major multinational
companies are fighting to grab a major chunk of business from Indian markets. These three
major multinational companies are fighting to grab a major chunk of business from Indian
markets. These three coca-cola, Pepsi, Cadbury. All of these companies have seen an enormous 2
potential in this country .Consequently, by world standard India per capita consumption of soft
drinks is still very low. Therefore these soft drinks grants feel that fire capita consumption can
only grow up. Soft drinks industries has already seen and estimated sale of around 240 million
crates higher than last year’s sale of 204 million in 1998. The main reason for such a high
growth rate heightened competition between Coca-cola and Pepsi, Cadbury, being a new entrant
is for behind. India is actually more vivid in taste and preference than any other country market.
Delhi jar instance, accounts for about 20% of total soft consumption in terms of sales.
There are about 4, 80,000 soft drinks retailers in India and their numbers are increasing day by
day. This actually means that there is just one soft drink retailer on a population of 37,600,
which is far below the international standard. Where as Philippines has one soft drink retail
counter over a population of 150 people i.e. 4, 00,000 outlets on population of 60 million.
Soft drinks shows strong double-digit growth
In 2011, soft drinks registered a higher off-trade value growth rate than the review period
average. This growth was attributable to strong double-digit performances in sectors such as
sports and energy drinks, bottled water and fruit/vegetable juice, which had a good year due to
rising mercury levels. Long summers and higher disposable incomes are the main growth drivers
for the soft drinks category.
Fruit/vegetable juice outshines carbonates in terms of growth
Fruit/vegetable juice showed considerably stronger growth than carbonates, being viewed as a
healthier alternative. Soft drinks giants Coca-Cola India Pvt Ltd and pepsico India Holdings Pvt
Ltd have recognised this trend and are strengthening their product offerings in fruit/vegetable
juice. With a focus on healthy diets, consumers in urban areas are slowly shifting from
carbonates to fruit/vegetable juice, which also received a major growth boost from on-the-go
consumption.
3
Coca-Cola and PepsiCo compete through lemonade/lime carbonates
Lemonade/lime carbonates was among the stronger performers in the carbonates category in
2011. Coca-Cola India Pvt Ltd and PepsiCo India Holdings Pvt Ltd continue to compete
aggressively in this category by increasing the visibility of their brands Sprite, Limca and 7-Up
respectively. Catchy taglines were used by manufacturers to generate consumer interest,
alongside aggressive campaigns using Bolly wood actors.
Modern retail shows steady growth
Leading chained retailers are on a major expansion drive, which has led to an increase in soft
drinks volume sales. Manufacturers have leveraged this to showcase their new variants in a bid
to broaden their consumer base. The modern retailing channel is helping to facilitate the growth
of soft drinks. Modern retail offers a unique experience for consumers, where they can touch and
feel the product before buying. Tier two and three cities have also seen the robust growth of
modern retail outlets.
Indians will continue to consume more soft drinks
Dynamic products such as sports and energy drinks, bottled water and fruit/vegetable juice will
drive strong growth in soft drinks during the forecast period. Soft drinks giants pepsico India
Holdings Pvt Ltd and Coca-Cola India Pvt Ltd are targeting the rural segment to enhance their
presence. The outlook for soft drinks looks very positive in the forecast period due to strong
marketing activities and product innovations by manufacturers.
4
1.2 COMPANY PROFILE
One of the dynamic industries in our country is the soft drink industry. Soft drinks are a non-
alcoholic beverage made with carbonated water. Such drinks are called soft to distinguish them
from Alcoholic or hard drinks. Soft drinks are also called pop because the type of bottle caps
used before 1890’s made a popping noise when removed. People in various areas call soft drinks
as soda. Most soft drinks are sweetened and flavored with specially prepared syrup, the
flavoring are usually made from various plant part such as root, bark and seeds of cola tree.
Most brands of soft drinks were manufactured through franchised bottle with a security
formulated beverage syrup or flavor base.
Mr. Joseph Priestly, an English Chemist, produced the first artificially carbonated water in the
year 1772. At that time mineral water was a popular remedy for certain diseases. Previously
artificial mineral water was also called as soda water. In 1806 bottled soft water was produced
and sold by Mr. Benjamin Sill man, a Chemistry Professor at Yale College. The number of soft
drink bottling company in the United States increased approximately from 65 to 2000, during
1970’s increased in the price of soft drinks. Many people switched to less expensive non-
carbonated soft drinks, produced using powdered mixes which became an important part of an
industry
Corporate Overview
Pepsico was incorporated in the year 1919 and was re-incorporated in North Carolina in 1986.
Pepsi is engaged in beverage and snack food business. Pepsico is a multinational company and it
is most successful consumer product company in the world with annual revenue of $ 20 billion
and about 1, 43,000 employees. Some of pepsico’s brand names are nearly 100 years old.
Pepsico has achieved a leadership position in each of the two major packaged good business i.e.
Beverage and snack chips. Pepsico the conglomerate king of soft drink has its wide range of soft
drinks products available in every book & corner of the world.
5
The Indian Story
Pepsi & Co came to India as food processing unit, Punjab during the year 1986-87 head office
Pepsi food unit situated in Delhi, employees are more than 2500 people. Pepsi co today is the
leader in the cola and orange segments of beverages in India and enjoys leadership in soft drinks
in many parts of the country.
It focuses on execution excellence, strengthen, bottle network, reach and penetration in rural and
semi-urban areas and dealer focused marketing areas.
Pepsico is a global food and beverage leader with net revenues of more than $65 billion and a
product portfolio that includes 22 brands that generate more than $1 billion each in annual retail
sales. Our main businesses – Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola – make
hundreds of enjoyable foods and beverages that are loved throughout the world. Pepsico’s people
are united by our unique commitment to sustainable growth by investing in a healthier future for
people and our planet, which Pepsi believe also means a more successful future for pepsico.
Pepsi call this commitment Performance with Purpose: pepsico’s promise to provide a wide
range of foods and beverages for local tastes; to find innovative ways to minimize our impact on
the environment by conserving energy and water and reducing packaging volume; to provide a
great workplace for our associates; and to respect, support and invest in the local communities
where Pepsi operate
Mission
We have absolute clarity about what we do ‘WE SELL HIGH QUALITY FOOD AND
BEVERAGE PRODUCTS’. Our success will ensure: dealers will build their business,
employees build their futures, and shareholders build their wealth.
Vision
Pepsico's responsibility is to continually improve all aspects of the world in which we operate
social, economic - creating a better tomorrow than today.
6
Products in India
1. 7UP
2. Aliva
3. Aquafina
4. Cheetos
5. Duke’s
6. Gatorade
7. Kurkure
8. Lay’s
9. Lehar
10. Mirinda
11. Tropicana
12. Nimbooz
13. Pepsi
14. Quker oats
15. Slice
16. Tropicana
17. Uncle chipps
Brand History
7
Tropicana was founded in Bradenton, Florida, USA, in 1947. It is now enjoyed almost
everywhere in the world. Carefully nurtured for over 50 years, Tropicana has matured into one of
the most respected beverage brands. Tropicana is the #1 brand in packaged 100% Juice in the
world in 2011 in off-trade volume. It is today available in 63 countries. Since 1998, Tropicana
has been owned by pepsico, Inc. Tropicana Premium Gold was re-launched as Tropicana 100%
in 2008.
1.3 SCOPE OF THE STUDY
The study is only on service quality so the other aspects such as satisfaction, Brand
Recognition, Brand Image, Brand loyalty and other branding concepts are not covered.
Perception of the retailers towards the Pepsico also studied in this research.
This study covered only the area of the Chennai city. So, the information and the
conclusion derived from the study are only relevant to this area alone.
8
1.4 OBJECTIVES OF THE STUDY
To know the quality of service delivery provided by the PepsiCo.
To know the PepsiCo planning towards the distribution channel strategy.
To know how strong relationship PepsiCo has with the distributors and retailers.
To know the perception of retailers towards the service quality of the PepsiCo.
To know the factors that affects the service quality delivery.
9
2. REVIEW OF LITERATURE
Review of literature is the most useful and simple method of formulating the research problem.
The researches done by previous researchers are reviewed and their usefulness is evaluated to
serve as basis for further research. Thus researcher reviews and builds upon the work of others.
The reviews that are collected by the researcher should give an insight into the field under study.
The reviews must explain the need and scope of the study under consideration.
Sasser et al. (1978) has defined services as commodities that cannot be stored or disappear in
use, or as activities that require personal contact. The distinct characteristics of services are
intangibility, perishability, heterogeneity of the product, and simultaneity of production and
consumption Two economic units are required for a service to be produced – the consumer and
the producer. While the consumer cannot retain the actual service after it is produced, the effect
of the service can be retained. Managing a service operation requires the manager to understand
the service concept, service delivery system, and service levels. As the consumer has a key role
in the definition and evaluation of all three elements, it is imperative that service managers have
a clear understanding of consumer expectations and perceptions. Services may be provided by
private or public agencies. These characteristics enhance the importance of certain marketing
strategies that are unique to services marketing, such as service customization, managing
evidence, making the service tangible, and synchronizing supply and demand patterns.
10
Service quality is more difficult for the consumer to evaluate than goods quality. Perceptions of
service quality result from a comparison of consumer expectations with actual service
performance. Quality evaluations are not made solely on the outcome of a service; they also
involve an evaluation of the process of service delivery.
Parasuraman, Zeithaml and Berry (1985) emphatically pointed out that the concept of quality
prevalent in the goods sector is not extendable to the services sector. Being inherently and
essentially intangible, heterogeneous, perishable, and entailing simultaneity and inseparability of
production and consumption, services require a distinct framework for quality explication and
measurement.
As against the goods sector where tangible cues exist to enable consumers to evaluate product
quality, quality in the service context is explicated in terms of parameters that largely come
under the domain of ‘experience’ and ‘credence’ properties and are as such difficult to measure
and evaluate (Parasuraman, Zeithaml and Berry, 1985; Zeithaml and Bitner, 2001).
One major contribution of Parasuraman, Zeithaml and Berry (1988) was to provide a terse
definition of service quality. They defined service quality as ‘a global judgment, or attitude,
relating to the superiority of the service’, and explicated it as involving evaluations of the
outcome (i.e., what the customer actually receives from service) and process of service act (i.e.,
the manner in which service is delivered). In line with the propositions put forward by Gronroos
(1982) and Smith and Houston (1982), Parasuraman, Zeithaml and Berry (1985, 1988) posited
and operationalized service quality as a difference between consumer expectations of ‘what they
want’ and their perceptions of ‘what they get.’ Based on this conceptualization and
operationalization, they proposed a service quality measurement scale called ‘SERVQUAL.’
The SERVQUAL scale constitutes an important landmark in the service quality literature and
has been extensively applied in different service settings.
Boulding et al. (1993) perceived the dimensions of service quality as a function of a customer's
prior expectations of what will and what should transpire during a service encounter, as well as
the customer's most recent contact with the service delivery system. These perceptions of quality
11
dimensions form the basis for a person's intended behavior. Their findings suggest that the two
different types of expectations have opposing effects on perceptions of service quality and that
service quality perceptions positively affect intended behaviors.
Zeithaml et al. (1993) explored the gap between expectations and perceptions to better
understand expectations as they pertain to customer assessment of service quality and to extend
the theoretical work that exists in the customer satisfaction literature. Based on their study, the
gap between customer expectations and perceptions as proposed by Parasuraman et al. (1985)
can be conceptualized to reflect two comparison standards: desired service which reflects what
customers want, and adequate service which indicates the standard that customers are willing to
accept.
The comparison between desired service and perceived service or the level of service customers
believe is likely to occur, called perceived service quality (PSQ) is the perceived service
superiority gap. The comparison between adequate service and perceived service, called PSQ
Gap 5 is the perceived service quality adequacy gap. The smaller the gap between desired service
and perceived service, the higher the perceived superiority of the firm. The smaller the gap
between adequate service and perceived service, the higher the perceived adequacy of the
service.
Lowndes and Dawes (2001) have found that Service quality is commonly thought to comprise
of five generic dimensions - responsiveness, assurance, tangibles, empathy and reliability. These
dimensions form the basis for service measurement tool SERVQUAL. This tool predominantly
focused on customer perceptions and expectations of quality and helps the organizations to
improve upon their service quality resulting in greater customer retention.
Jain and Gupta (2004) have done a comparative analysis of two major service quality
measurement scales: SERVQUAL and SERVPERF. An ideal service quality scale is one that is
not only psychometrically sound but is also diagnostically robust enough to provide insights to
the managers for corrective actions in the event of quality shortfalls. This study assesses the
diagnostic power of the two service quality scales. Using data collected through a survey of
consumers of fast food restaurants in Delhi, the study finds the SERVPERF scale to be providing
12
a more convergent and discriminant valid explanation of service quality construct. However, the
scale is found deficient in its diagnostic power. It is the SERVQUAL scale which outperforms
the SERVPERF scale by virtue of possessing higher diagnostic power to pinpoint areas for
managerial interventions in the event of service quality shortfalls. SERVPERF scale should be
used for assessing overall service quality of a firm because of its psychometric soundness and
greater instrument parsimoniousness. One should employ the The SERVPERF scale should also
be the preferred research instrument when one is interested in undertaking service quality
comparisons across service industries.
Arasli et al (2005) has analyzed and compared service quality in the commercial banking sector
of a small island economy – Cyprus. The author with others investigated the relationship
between overall bank customer satisfaction in the Turkish- and Greek-speaking areas of Cyprus
and positive word-of-mouth about their banks. There is disparity in the banking sector of a
divided Cyprus, where banks in the South have undergone significant restructuring before EU
accession and banks in the North are affected by the economic crisis and need to restructure if
they want to join the EU.
After descriptive and factor analysis, multivariate regression was used to estimate the impact of
service quality dimensions on overall customer satisfaction and word of mouth.
It was found that the responsiveness dimension failed to load and thus the SERVQUAL scale
proved to be of a four-dimensional structure in this study. Research results revealed that the
expectations of bank customers in both areas were not met and that the largest gap was found in
the empathy dimension. The assurance dimension had the largest influence on customer
satisfaction and overall satisfaction of bank customers in both areas of Cyprus had a positive
effect on their word-of-mouth. The study helped the banks in both areas of Cyprus to redefine
their corporate image to one that is customer-focused and driven by service quality.
Prajapati and Kachwala (2006) in their study have found out that the delivery of information
i.e. knowledge transmission in the case of Management Education Institutes (MEI) is intangible
in nature. Therefore, the inputs in terms of delivery of this knowledge - faculty, equipment and
the entire environment and infrastructure are very important for quality.
13
A gap was found between the quality rendered by faculty and service provider, and quality
required by students. It is essential to understand the exact quality required by the students to
develop a course and curriculum that suit their requirements. Service quality needs to be
quantified and thus it can be described in terms of objective and perceptual characteristics:
Objective characteristics include things like, lecture time, wait time, etc., and can be easily
quantified. Perceptual characteristics on the other hand, depend on the students' perceptions,
which include dimensions of service quality based on the SERVQUAL and other service quality
instruments. The study encompassed Business Schools in Mumbai as perceived by students are
evaluated.
The questionnaire is on the basis of a hypothesized model for service quality. Factor analysis of
the responses helped to develop a working model for the perceived service quality factors in
Management Education Institutes. This helped in identifying the improvements in Service
Quality in Management Education Institutes.
Cauchick Miguel et al (2007) have highlighted the fact that competitiveness and search for
profits have called for more attention towards customer’s satisfaction and increased
organizations interest in service quality.
SERVQUAL technique is applied on a multinational company service chain including one
hundred shops located throughout the country, to assess quality service dimensions that are
delivered through the perspectives of managers and customers. It was found that the certain
quality dimensions and characteristics call for managerial attention. Responsiveness and
assurance were found to be the most relevant to shop managers and customers, respectively.
Quality improvement initiatives were proposed to enhance the service rendered by the car repair
shops. The paper concludes that there are differences among the perspectives of shop owners and
customers with regard to quality dimensions.
Hii Geng Hing (2007) has examined Service Quality (SERVQUAL) variables from the
perspective of hotel guests in Sibu. Since Sibu is an emerging market for tourism industry so the
information obtained from hotel guests can be utilized to attract more guests. Stanley has used
Gap 5 (Gap between expected service and perceived service) and factor analysis to analyze the
14
data obtained in order to determine satisfaction and perception of the guests. Data obtained from
189 respondents revealed a negative Gap 5 perception and a rich expectation and perception
factors. Recommendations for managers and future studies are presented.
Saravan and Rao (2007) have highlighted that in service firms the practitioners are interested to
know the customer perceptions of service quality for identifying shortfalls and improving service
delivery. This study has analyzed the discrimination among the three groups (customer oriented,
employee oriented and technology oriented) of overall service quality from the customers’
perspective.
The results indicate that both the technological factors and the people-oriented factors appear to
contribute more in discriminating the three groups of overall service quality. Further, the service
quality indices in the Indian automobile service sector as a whole indicate a satisfactory
performance.
Swaid and Wigand (2007) in their study have found that to satisfy and retain customers the
organization has to offer a superior service quality. The study indicates that the key dimensions
of ecommerce service quality are website usability, information quality, reliability,
responsiveness, assurance and personalization.
Secondly customer satisfaction is influenced mostly with the perception of reliability, while
customer loyalty is affected by the perception of assurance and customer retention is predicted
by the customer satisfaction index.
Rajagopal (2008) has analyzed the impact of market orientation strategies and performance of
customer services on customer acquisition, retention and sales of automobiles which reveals
overall performance of automobile dealers in Mexico. The study comprehends understanding on
customer-dealer relationship in the automobile market segment referring to key factors which
establishes service quality encompassing tangibility, responsiveness, trust, accuracy and
empathy. It was found that the customers perceive better quality of relationship in a given frame
of functions that are performed effectively by the dealer lowering the extent of conflicts thereof.
High conformance quality services of dealers and value added customer relationship to offer
15
high customer satisfaction develop life time customer value and strengthen the customer-dealer
relationship.
According to vavra (1995), quality is consistently delivering products and services that fully
meet consumer needs and expectations. Quality is defined by stonebraker and leong (1994) in the
following terms: product or service quality requires a total system, which identifies customer
requirements, which designs the product/service to those requirements and which establishes a
production or service delivery system to produce in conformance with the specifications.
According to woodruff (1997), customer value is: a customer’s perceived preference for and
evaluation of that product attributes, attribute performances, and consequences arising from use
that facilitate (or block) achieving the customer’s goals and purposes in use situations.
Vandermerwe (1996) makes three assumptions regarding customer value:
1. Value is not what goes into a product, but what a customer gets out of it.
2. A customer gets this value out over a period of time, rather than at a point in time.
3. Value happens in the customer's space rather than in supplier’s space, where only costs
accumulate. According to naumann and giel , becoming market driven means identifying market
growth, market attractiveness, and target markets, while becoming customer driven means using
the customer to drive continuous improvement, organizational reinvention, and radical redesign.
When a company is customer driven, it means that the customer is the one to decide on the
supplier's value added processes. Quality work does not mean quality service (maister, 1997).
According to brown (1992), customers prefer organizations that deliver quality service, and
suppliers can charge premium for quality services. Early research (grönroos, 1982) suggests that
customers access service quality by comparing what they feel a seller should offer and compare
it against the seller's actual service performance.
Quality control and marketing must take place during service production and consumption.
Grönroos (1988) has identified a list of six criteria of good perceived quality professionalism and
skills, attitudes and behaviour, accessibility and flexibility, reliability and trustworthiness,
recovery, and reputation and credibility. The first is outcome-related, reputation and credibility
16
are image-related, and the rest are process-related. Storbacka and holmlund note that relationship
quality can be seen as an antecedent to many other perception concepts, for example, value,
satisfaction, trust, and commitment. The service quality model of parasuraman (1985) identified
five key gaps that can cause problems in service delivery. These gaps are:
1. Research gap – between customer expectations and management’s perception of that
expectations.
2. Planning and design gap – between management's perception of what the customer wants and
the designed capabilities of the system that management develops to provide the service.
3. Implementation gap – between what the service system is designed to provide and what it
actually provides.
4. Communication gap – between what the service system provides and what the customer is told
it provides.
5. Reality gap – between customers' service expectations and their perception of that service.
A company should always pay attention to the customer perceptions and expectations. If there is
a difference between customer expectations and perceptions, there is a gap and in practice, it
does not matter whether the gap is based on facts or feelings, but how the customer perceives
service matters. In studies of customers' expectations of service quality and their actual
experiences, the following five elements are seen as the most important to a buyer (gitomer,
1998, heskett et al. 1990, parasuraman and grewal.
Reliability – ability to provide what was promised
Assurance – knowledge and courtesy of employees and their ability to convey trust and
confidence.
Tangibles – physical facilities, equipment and the appearance of the personnel
Empathy – caring and individual attention
Responsiveness – willingness to help and provide prompt service.
17
Two critical dimensions are reliability and responsiveness. Generally, reliability is the most
important for customer when they assess service. Responsiveness means anticipating problems
before they occur, rather than fixing problems quickly. Companies must work at making sure
that problems will not occur at all. Once the customer is sure about the quality of the product and
responsiveness of the employees, the probability of a customer becoming a loyal customer
increases.
According to friday and cotts (1995), customers evaluate services based on the purpose of the
service, necessity, importance, results, cost, and risk. In order to have appropriate expectations, a
customer should have a full picture of the purpose of a job. Depending on the customer’s
perception, the necessity of a service can vary. If a service is necessary to help customers
perform their jobs, they have high expectations for the job. If a customer sees a risk associated
with dealing with the company, their perception of the added value can be minimal.
Ghobadian et al. (1994) posit that most of the service quality definitions fall within the
“customer led” category. Juran (1999) elaborates the definition of customer led quality as
“features of products which meet customers’ needs and thereby provide customer satisfaction.”
As service quality relates to meeting customers’ needs, we will be looking at “perceived service
quality” in order to understand consumers (Arnauld et al., 2002). Grönroos (1984) and
Parasuraman et al., (1985) looks at perceived quality of service as the difference between
customers’ expectation and their perceptions of the actual service received. Other researchers
look at perceived service quality as an attitude. Arnauld et al., (2002) defined perceived quality
“whether in reference to a product or service” as “the consumers’ evaluative judgment about an
entity’s overall excellence or superiority in providing desired benefits” (p. 327). Hoffman &
Bateson (2001) defines service quality as an attitude “formed by a long-term, overall evaluation
of a performance”. Attitude is defined as “a consumer’s overall, enduring evaluation of a concept
or object, such as a person, a brand, or a service.”
(Arnauld et al, 2002) Service quality as “an attitude” is consistent with the views of Parasuraman
et al., (1988), Cronin & Taylor (1992) & Sureshchandar et al., (2002). Basis of the view is
elaborated by the latter: “As perceived service quality portrays a general, overall appraisal of
18
service i.e. a global value judgment on the superiority of the overall service, it is viewed as
similar to attitude.” (p. 364).
Feinburg & de Ruyter (1995) pointed the importance of adapting the definition of service quality
in different cultures. Ueltschy & Krampf (2001) contended that differences in culture affect
measure of quality in a service sector. They encapsulated service quality measures as “culturally
sensitive” and “may not perform properly or comparatively in a culturally diverse group
domestically or abroad” (p.22). Cultural factors are said to have greater influence on people’s
evaluation of services than on their evaluations of physical goods due to involvement of
customer contact and interaction with employees while a service is delivered (Mattila, 1999).
Feinburg & de Ruyter (1995) postulated that the differences “require adapting service quality to
an international setting” (p. 4). Furthermore, the service quality dimensions that are critical most
to consumers vary according to culture and industry (Winsted, 1999).
It is difficult to measure service quality as compared to good’s quality. The difficulty to measure
is due to fewer tangible cues available when consumers purchase services (Parasuraman et al.,
1985), fewer search properties, but higher in experience and credence properties (Zeithaml, 1981
in Parasuraman 1985), as compared to goods.
It also requires higher consumer involvement in the consumption process (Grönroos, 1984).
Researchers operationalize the service quality construct either as a gap between expectation of
service and perceived performance of service, or just perceived performance alone (Hurley and
Estalami, 1998). On the other hand, service quality dimensions are seen as the criteria to assess
service quality (Parasuraman, Zeithaml, and Berry, 1985). Feinburg, and de Ruyter (1995)
supported this idea as they postulate that the dimensions are instruments for measuring perceived
service quality. They also posit that consumer-perceived service quality is usually seen as a
multi-dimensional construct.
The earliest research on service quality dimensions was done by Grönroos (1984). He found that
the perceived quality of a service is affected by the experience that the consumer went through
for a service. Therefore, he encapsulated the perceived quality of a given service as the outcome
of an evaluation process; a comparison between the consumer expectations of the service with
19
his perceptions of the service he has received. He also pointed that expectation is influence by
traditions, ideology, word-of-mouth communication, and previous experience with the service
and the consumer’s perception of the service itself determines his perceived service.
However, he did not discuss the relationship between perception and expectation and how it
influences service quality.
Grönroos (1984) found that “service quality” comprises of three global dimensions. The first
dimension is the technical quality. This dimension refers to the outcome or what is delivered or
what the customer gets from the service. For a retail store, technical quality may include the
range of products offered and the availability of parking space. The next dimension is the
functional quality which refers to the manner in which the service is delivered or how it is
delivered. Customers of a retail store will measure whether the salespeople are friendly or
whether products are easily returnable. Finally, the last dimension is the corporate image. The
store’s image is built by mainly both technical and functional quality and to some extent other
factors like the traditional marketing activities.
The most popular service quality model in the 1990s (Robinson, 1999) is the model by
Parasuraman et al., (1985). Their model supported Grönroos’ findings on as the models are based
on these three underlying themes: “1) Service quality is more difficult for the consumer to
evaluate than goods quality; 2) Service quality perceptions result from a comparison of consumer
expectations with actual service performance; 3) Quality expectations are not made solely on the
outcome of the service; they also involve evaluations of the process of the service” (Parasuraman
et al.,1985, p. 42)
Unlike Grönroos (1984) who used global measure of service quality, Parasuraman et al. (1985)
identified items or criteria in measuring service quality. They argued that consumers used similar
criteria irrespective of the type of service in measuring service quality. They then group these
criteria into 10 key categories which they labeled as “service quality determinants” (p. 48). The
determinants are reliability, responsiveness, competence, access, courtesy, communication,
credibility, security, understanding/knowing the customer, and tangibles. Later in another
20
research (Parasuraman et al., 1988), into only five dimensions - tangibles, reliability,
responsiveness, assurance, and empathy.
Physical Aspects
Service is said to be distinguished from goods due to its intangibility (Santos, 2002). The
tangibility aspects of a service have a significant effect on perceived service quality (Santos,
2002). The tangibility importance varies according to types of service (Santos, 2002). For a retail
store, the tangibility aspect will be critical as the retailers offer a mix of merchandise and service
quality (Dabholkar et al., 1996). Specifically, the physical environment plays an important role
in the service encounter of the grocery industry (Keillor, et al., 2004).
The importance of physical environment in a service setting is due to its ability to influence
consumer attitudes(Koernig, 2003), behaviour intention (Keillor, et al., 2004) and behaviour
(Bitner, 1992; Koernig, 2003). As customers are involved in the production and consumption
process of a service conducted within a physical environment, the physical environment will
have a deep impact on customers’ perception of service experiences (Bitner, 1992). Bitner
(1992) also noted that physical environment is often used as cues of a firm’s competences and
quality by consumers before a purchase. Specifically, proper layout in a store will reduce
shopper’s search time (Sirohi et al., 1998), colour combine with lighting were suggested to
“affect consumers’ cognitive representation and affective reaction” (Babin et al., 2003, p. 549),
and a light and pleasing scent affects shoppers’ perceptions of a shopping environment in which
the latter will have a significant effect on shoppers’ mood (Chebat & Michon, 2003).
Researchers have given several names with different interpretations to the “physical” elements of
service quality measure. Dabholkar et al. (1996) used the term “physical aspects” to refer to the
physical appearance of store and layout convenience. Parasuraman et al. (1988) called it as
“tangibles” adding appearances of staff besides physical facilities and equipment. Baker (1986)
and Santos (2002) acknowledged the appearance of staff as part of tangibles. They also added
existence of other customers in the service facility onto the interpretation. Bitner (1992) dropped
the social environment as listed by Baker (1986), Parasuraman et al.
21
(1988), and Santos (2002) but focus instead on the “built environment” or what she called as
“servicescape”. She categorized the servicescape to include ambient conditions, spatial layout
and functionality, and signs, symbols, and artifacts. Ambient conditions include colour, music,
temperature, lighting, and scent. Spatial layout refers to the arrangement, size, shape, and spatial
relationships of machinery, equipment, and furnishings.
Functionality refers to the capability of machinery, equipment, and furnishings to enhance
performance and achieve customer goals. Lastly, signs, symbols, and artifacts act as signals that
communicate information about the service place to customers.
Statement of the Problem
The changing retailers’ perception because of the availability of variety of products in soft drinks
segment along with the growing number of competitors had a major impact in the preference of a
particular brand. Dealers and distributors are expecting very high service quality from the soft
drink companies to ensure the availability of the products.
The players in the soft drink market in the Chennai are Pepsi, coke, Dr Pepper Snapple, Buffalo
rock, Lemonade and parle agro. Each and every company has different varieties of product
category in the drinks, which gives lot of options for the retailers and dealers in Chennai.
22
3. RESEARCH METHODOLOGY
Research is the systematic process of collecting and analyzing information in order to increase
our understanding of the phenomenon about we are concerned or interested. A descriptive
research has been carried out at the first stage by applying a survey method. Data for the study
were collected from retailers and distributors in Chennai. The tool used for data collection was a
well-structured questioner.
Method of data collection:
The primary data has been collected from the retailers through survey.
Tools used for analysis:
Questionnaire has been used to collect the data from the employees. In this study, it is presented
through tables.
Data analysis made by using simple percentage method and karl pearson co-efficient of
correlation and one way ANOVA.
Research design
23
Research design selected for this project is descriptive.
Data collection method:
(a) Primary data collection method:
Survey method was used for primary data collection.
We used questionnaire as an instrument for survey method.
Structured questionnaire.
(b) Secondary data collection method:
Reference books and Internet.
Sampling detail
1. Target population: the population for this research study consists of the retail outlets.
2. Sample size: 200 retailers
3. Sampling method: the sample is selected by using convenience-sampling method.
24
4. ANALYSIS AND INTERPRETATIONS
4.1 Gap analysis
Table 1: Gap analysis of reliability dimension
Reliability dimensions Experienced Expected Gap
You recommend Pepsi dealership to your friends and relatives 3.27 3.22 0.05
All the bottles and tins are original and quality tested 3.14 3.28 -0.14
You are always getting the new replaced bottles after service 3.18 3.32 -0.15
There is always consistency in service provided by Pepsi 2.96 3.10 -0.15
The personnel shows interest in solving the problems of dealers 3.07 2.97 0.10
Average mean 3.12 3.18 -0.06
25
Inference
Table 1 show that the Dealer’s average expected reliability dimension value is greater than
experience reliability dimension value. The average gap value is negative (-0.06). service quality
on reliable dimension variable like recommendations to others and employees personal interest
in problem solving is positive and all other variables like quality of bottles and tins, getting new
replaced bottles and consistent service are negative. Getting new bottles for replacing is the top
ranked reliability variable with the mean value of 3.30.
Table 2: Gap analysis of responsiveness dimension
Responsiveness dimensions Experienced Expected Gap
For lodging the complaints over telephone the service provider is easily accessible
2.94 3.49 -0.55
Your complaints or queries are taken seriously and attend timely 3.01 3.27 -0.27
Application/ registration formalities in Pepsi are convenient to dealer 3.09 3.12 -0.03
Pepsi offers satisfied follow up and service reminder of periodic maintained service
3.25 3.03 0.21
The billing system of the firm is accurate and error free 3.06 3.02 0.03
Average mean 3.07 3.19 -0.12
26
Inference
Table 2 shows that the Dealer’s average expected responsiveness dimension value is greater than
average experience responsiveness dimension value. The average gap between expected and
experience responsiveness dimension value is negative (-0.12). Service quality on
responsiveness dimension variable like satisfied follow ups and accurate billings gap is positive
and remaining variables easy accessible, queries, complaints taken seriously, registration
formalities and periodic reminders gaps are negative. Complaints over telephone the service
provider is easily accessible is the top ranked responsiveness dimension variable with the mean
value of 3.49.
Table 3: Gap analysis of responsiveness dimension
Assurance dimensions Experienced Expected Gap
Pepsi offers timely delivery 3.58 3.43 0.15
Pepsi offers promising delivery security 3.08 3.17 -0.09
You are kept well informed prior to service 3.27 3.08 0.19
Pepsi is always trust worthy to dealer 3.10 2.99 0.11
Your overall experience at Pepsi dealership is satisfactory 2.96 3.33 -0.37
Average mean 3.20 3.20 0.00
27
Inference
Table 3 shows that the Dealer’s average expected assurance dimension value is equal to average
experience assurance dimension value. The average gap between expected and experience
assurance dimension value is zero. Service quality on assurance dimension variables like timely
delivery, prior to service and trustworthiness gaps is positive and remaining variables like
promising delivery security over all experience gaps are negative. offers timely delivery is the
top ranked assurance dimension variable with the mean value of 3.43.
Table 4: Gap analysis of empathy dimension
Empathy dimension Experienced Expected Gap
Pepsi is operating at convenient working hours 3.25 3.29 -0.04
Service executive are friendly and polite while handling your complaints
3.19 3.22-0.02
Pepsi shows interest to give personnel attention to you and your specific needs
3.13 3.090.05
Pepsi has less formalities to be completed before providing service
3.04 3.17-0.13
While waiting for the service the dealers are given the facilities for all comfort in the waiting lounge
3.32 3.36-0.04
Average mean 3.18 3.22 -0.04
28
Inference
Table 4 shows that the Dealer’s average expected empathy dimension value is greater than
average experience empathy dimension value. The average gap between expected and experience
empathy dimension value is negative (-0.04). Service quality on empathy dimension variables
like convenient working hours, friendly while handling the complaint, interest on giving
personnel attention, less formalities and comfortable waiting lounge gaps are negative. Waiting
lounge facilities are comfortable is the top ranked empathy dimension variable with the mean
value of 3.36.
Table 5: Gap analysis of Tangible dimension
Tangible Experienced Expected Gap
Pepsi operating at convenient location 2.96 3.39 -0.43
The service provider’s physical facilities infrastructure are visually appealing
3.16 3.72 -0.56
Technology and machines used are modern 3.34 3.79 -0.45
The service personnel are skilled enough to diagnose your problem
3.31 3.44 -0.13
The billing system accurate and up to the mark 3.25 3.47 -0.22
Average mean 3.20 3.56 -0.36
29
Inference
Table 5 shows that the Dealer’s average expected tangible dimension value is greater than
average experience tangible dimension value. The average gap between expected and experience
tangible dimension value is negative (-0.36). Service quality on tangible dimension variables
like convenient location, physical facilities, technology & machines, personnel are skilled and
billing system accurate and up to the mark gaps are negative. Technology and machines used are
modern is the top ranked tangible dimension variable with the mean value of 3.79.
4.2 Reliability test
Table 6: Reliability Test
Variables Cronbach's alpha N of items
Expected dimensions 0.555 25
experienced dimensions 0.558 25
30
Inference
Table 6 shows Cronbach's alpha is 0.555 and 0.558, for expected and experienced service
quality dimensions which indicates a high level of internal consistency for scale with these
specific samples.
4.3 Correlation analysis
Table 7: Correlation between expected and experience service quality variables
H0: There is no relationship between expected and experience service quality variables
H1: There is a relationship between expected and experience service quality variables
Correlation 1 2 3 4 5 6 7 8 9 10
Experience reliability 1 .237** .251** .276** .300** .277** .252** 0.065 .200** .464**
Experience responsiveness .237** 1 .239** .313** .280** .187** .352** 0.022 .193** .267**
Experience assurance .251** .239** 1 .169* .139* 0.094 .185** .250** .189** .248**
Experience empathy .276** .313** .169* 1 .185** .176* .207** -0.006 .304** .302**
Experience tangibility .300** .280** .139* .185** 1 .189** .279** .283** .215** .491**
Expected reliability .277** .187** 0.094 .176* .189** 1 .180* .234** .344** .187**
Expected responsiveness .252** .352** .185** .207** .279** .180* 1 .189** .235** .232**
Expected assurance 0.065 0.022 .250** -0.006 .283** .234** .189** 1 .140* .150*
Expected empathy .200** .193** .189** .304** .215** .344** .235** .140* 1 0.111
Expected tangibility .464** .267** .248** .302** .491** .187** .232** .150* 0.111 1
Inference
31
Table 7 shows that all the expected and experience service quality dimensions are positively
correlated with one another. Significance of P value is less than 0.05, hence null hypothesis is
rejected.
32
4.4 One way ANOVA
Table 8: One way ANOVA between overall perception on service quality and experienced
reliability dimensions
H0: Overall service quality perception does not vary with experienced reliability dimension
variables at 5%.
Sum of Squares
df Mean Square
F Sig.
You recommend Pepsi dealership to your friends and relatives
Between Groups 34.417 4 8.604 3.410 .010**
Within Groups 744.329 295 2.523
Total 778.747 299
All the bottles and tins are original and quality tested
Between Groups 3.957 4 .989 .405 .805
Within Groups 721.413 295 2.445
Total 725.370 299
You are always getting the new replaced bottles after service
Between Groups 9.422 4 2.356 1.033 .391
Within Groups 672.858 295 2.281
Total 682.280 299
There is always consistency in service provided by Pepsi
Between Groups 20.612 4 5.153 1.953 .102
Within Groups 778.305 295 2.638
Total 798.917 299
The personnel shows interest in solving the problems of dealers
Between Groups 31.272 4 7.818 3.071 .017**
Within Groups 750.924 295 2.546
Total 782.197 299
**H0 is rejected.
33
Inference
Significance of ‘F’ value is less than 0.05 for expected consistent service and recommending to
others, hence these variables do vary with overall perception about service quality. Null
hypothesis rejected for these variables.
34
Table 9: One way ANOVA between overall perception on service quality and experienced
responsiveness dimensions
H0: Overall service quality perception does not vary with experienced responsiveness
dimension variables at 5%.
Sum of
Squares
df Mean
Square
F Sig.
For lodging the complaints over telephone the service provider is easily accessible
Between Groups 2.018 4 .504 .192 .942
Within Groups 773.769 295 2.623
Total 775.787 299
Your complaints or queries are taken seriously and attend timely
Between Groups 11.780 4 2.945 1.115 .350
Within Groups 779.457 295 2.642
Total 791.237 299
Application/ registration formalities in Pepsi are convenient to dealer
Between Groups 3.702 4 .925 .385 .819
Within Groups 708.335 295 2.401
Total 712.037 299
Pepsi offers satisfied follow up and service reminder of periodic maintained service
Between Groups 8.358 4 2.089 .831 .506
Within Groups 741.892 295 2.515
Total 750.250 299
The billing system of the firm is accurate and error free
Between Groups 12.676 4 3.169 1.337 .256
Within Groups 699.360 295 2.371
Total 712.037 299
Inference
Significance of ‘F’ value is greater than 0.05 for all the experienced responsiveness dimension
variables. Hence null hypothesis is accepted. Overall perception about service quality does not
vary with responsiveness dimension variables.35
Table 10: One way ANOVA between overall perception on service quality and experienced
assurance dimensions
H0: Overall service quality perception does not vary with experienced assurance dimension
variables at 5%.
Sum of
Squares
df Mean
Square
F Sig.
Pepsi offers timely delivery
Between Groups 12.627 4 3.157 1.361 .248
Within Groups 684.253 295 2.320
Total 696.880 299
Pepsi offers promising delivery security
Between Groups 12.192 4 3.048 1.218 .303
Within Groups 738.474 295 2.503
Total 750.667 299
You are kept well informed prior to service
Between Groups 16.971 4 4.243 1.717 .146
Within Groups 728.776 295 2.470
Total 745.747 299
Pepsi is always trust worthy to dealer
Between Groups 5.792 4 1.448 .581 .677
Within Groups 735.154 295 2.492
Total 740.947 299
Your overall experience at Pepsi dealership is satisfactory
Between Groups 6.240 4 1.560 .608 .657
Within Groups 756.757 295 2.565
Total 762.997 299
Inference
Significance of ‘F’ value is greater than 0.05 for all the experienced assurance dimension
variables. Hence null hypothesis is accepted. Overall perception about service quality does not
vary with assurance dimension variables.
36
Table 11: One way ANOVA between overall perception on service quality and experienced
empathy dimensions
H0: Overall service quality perception does not vary with experienced empathy dimension
variables at 5%.
Sum of
Squares
df Mean
Square
F Sig.
Convenient working
hours
Between Groups 1.192 4 .298 .113 .978
Within Groups 775.474 295 2.629
Total 776.667 299
Service executive are
friendly while
handling complaints
Between Groups 7.735 4 1.934 .707 .588
Within Groups 806.931 295 2.735
Total 814.667 299
Shows interest to give
personnel attentions
Between Groups 13.134 4 3.283 1.332 .258
Within Groups 727.436 295 2.466
Total 740.570 299
Less formalities to be
completed before
providing service
Between Groups 23.463 4 5.866 2.293 .060
Within Groups 754.573 295 2.558
Total 778.037 299
Comfort in the waiting
lounge
Between Groups 8.205 4 2.051 .853 .493
Within Groups 709.565 295 2.405
Total 717.770 299
Inference
Significance of ‘F’ value is greater than 0.05 for all the experienced empathy dimension
variables. Hence null hypothesis is accepted. Overall perception about service quality does not
vary with empathy dimension variables.
37
Table 12: One way ANOVA between overall perception on service quality and experienced
tangible dimensions
H0: Overall service quality perception does not vary with experienced tangible dimension
variables at 5%.
Sum of
Squares
df Mean
Square
F Sig.
Operating at
convenient location
Between Groups .581 4 .145 .090 .986
Within Groups 476.086 295 1.614
Total 476.667 299
Physical facilities
infrastructure are
visually appealing
Between Groups 2.851 4 .713 .488 .744
Within Groups 430.785 295 1.460
Total 433.637 299
Technology and
machines used are
modern
Between Groups 7.324 4 1.831 1.000 .408
Within Groups 539.913 295 1.830
Total 547.237 299
Personnel are skilled
enough to diagnose
your problem
Between Groups 6.709 4 1.677 1.011 .402
Within Groups 489.621 295 1.660
Total 496.330 299
The billing system
accurate and up to the
mark
Between Groups 1.083 4 .271 .136 .969
Within Groups 587.167 295 1.990
Total 588.250 299
Inference
Significance of ‘F’ value is greater than 0.05 for all the experienced tangible dimension
variables. Hence null hypothesis is accepted. Overall perception about service quality does not
vary with tangible dimension variables.
38
5. FINDINGS AND SUGGESTIONS
5.1 FINDINGS
Dealer’s average expected reliability dimension value is greater than experience
reliability dimension value. The average gap value is negative (-0.06). service quality on
reliable dimension variable like recommendations to others and employees personal
interest in problem solving is positive and all other variables like quality of bottles and
tins, getting new replaced bottles and consistent service are negative. Getting new bottles
for replacing is the top ranked reliability variable with the mean value of 3.30.
Dealer’s average expected responsiveness dimension value is greater than average
experience responsiveness dimension value. The average gap between expected and
experience responsiveness dimension value is negative (-0.12). Service quality on
responsiveness dimension variable like satisfied follow ups and accurate billings gap is
positive and remaining variables easy accessible, queries, complaints taken seriously,
registration formalities and periodic reminders gaps are negative. Complaints over
telephone the service provider is easily accessible is the top ranked responsiveness
dimension variable with the mean value of 3.49.
Dealer’s average expected assurance dimension value is equal to average experience
assurance dimension value. The average gap between expected and experience assurance
dimension value is zero. Service quality on assurance dimension variables like timely
delivery, prior to service and trustworthiness gaps is positive and remaining variables like
promising delivery security over all experience gaps are negative. offers timely delivery
is the top ranked assurance dimension variable with the mean value of 3.43.
Dealer’s average expected empathy dimension value is greater than average experience
empathy dimension value. The average gap between expected and experience empathy
dimension value is negative (-0.04). Service quality on empathy dimension variables like
convenient working hours, friendly while handling the complaint, interest on giving
personnel attention, less formalities and comfortable waiting lounge gaps are negative.
Waiting lounge facilities are comfortable is the top ranked empathy dimension variable
with the mean value of 3.36.
39
Dealer’s average expected tangible dimension value is greater than average experience
tangible dimension value. The average gap between expected and experience tangible
dimension value is negative (-0.36). Service quality on tangible dimension variables like
convenient location, physical facilities, technology & machines, personnel are skilled and
billing system accurate and up to the mark gaps are negative. Technology and machines
used are modern is the top ranked tangible dimension variable with the mean value of
3.79.
Cronbach's alpha is 0.555 and 0.558, for expected and experienced service quality
dimensions which indicates a high level of internal consistency for scale with these
specific samples.
All the expected and experience service quality dimensions are positively correlated with
one another. Significance of P value is less than 0.05, hence null hypothesis is rejected.
Significance of ‘F’ value is less than 0.05 for expected consistent service and
recommending to others, hence these variables do vary with overall perception about
service quality. Null hypothesis rejected for these variables. Significance of ‘F’ value is greater than 0.05 for all the experienced responsiveness
dimension variables. Hence null hypothesis is accepted. Overall perception about service
quality does not vary with responsiveness dimension variables.
Significance of ‘F’ value is greater than 0.05 for all the experienced assurance dimension
variables. Hence null hypothesis is accepted. Overall perception about service quality
does not vary with assurance dimension variables.
Significance of ‘F’ value is greater than 0.05 for all the experienced empathy dimension
variables. Hence null hypothesis is accepted. Overall perception about service quality
does not vary with empathy dimension variables.
Significance of ‘F’ value is greater than 0.05 for all the experienced tangible dimension
variables. Hence null hypothesis is accepted. Overall perception about service quality
does not vary with tangible dimension variables.
40
5.2. SUGGESTIONS
To set up a complaint handling cell for reducing Dealer grievances.
Better to provide Dealer pick and drop facility. This enhances Dealer and company
relations.
Provide spot and home services to Dealers.
Employees are capable of directly contributing to both Dealer disappointment and
delight .Therefore , it is essential that the dealer have the research and analysis method
that links staff performance engagement directly to the Dealer behaviour, so that they
can hire , train, recognise and reward employees for how they contribute to Dealer value.
To conduct Dealer get together program. It helps for easily understanding Dealer’s
expectations and perceptions towards service quality in company .It also contributing for
the improvement of services given by the company.
Service charges are not reasonable. So company should give discounts to Dealers.
Affordable financing attract and retain Dealers.
Identify what leverages top-end Dealer commitment and advocacy behaviour, and then
build Dealer experience around it.
All the issue of the Dealers regarding sales and service should be dealt with immediately
and overall satisfaction level towards the various services provided by the dealer should
be further raised.
Communicate often with Dealers regarding to build loyalty and to gain intangible,
emotional relationship benefits.
Dealer care employees should be given soft skill training to improve the effectiveness of
Dealer interactions.
The company should identify ways and means to reduce the service time there by
offering an assured shortest possible time.
41
5.3. CONCLUSION
In this highly competitive world organizations have no choice but to provide better services to
Dealer to stay in the market. For an organisation providing services it will be very difficult to
give out the offers to attract Dealers, so to stay in the market providing better services is only the
option.
To conclude, this project Pepsico has created a good image in Chennai city. Dealers of Pepsico
have given positive response towards overall service quality. Service quality plays a vital in
determining marketing image of every company. Once the attributes of services from the
Dealer’s perspective are more clearly known and understood, its service providers will be in a
better position to anticipate consumer requirements rather than to react to consumer
dissatisfaction.
Expectation of the Dealer’s changes every time; it’s hard to understand the expectations of the
Dealers and the retail showrooms must to provide quality service to the Dealers. This study to
recognize the reality that Dealer service quality is very important in the success.
42
APPENDIX
Questionnaires
Particulars Expectation Experience
Reliability 5 4 3 2 1 5 4 3 2 1
1.You recommend Pepsi dealership to your friends and relatives
2.All the bottles and tins are original and quality tested
3.You are always getting the new replaced bottles after service
4.There is always consistency in service provided by Pepsi
5.The personnel shows interest in solving the problems of dealers
Responsiveness
6.For lodging the complaints over telephone the service provider is easily accessible
7.Your complaints or queries are taken seriously and attend timely
8.Application/ registration formalities in Pepsi are convenient to dealer
9.Pepsi offers satisfied follow up and service reminder of periodic maintained service
10.The billing system of the firm is accurate and error free
Assurance
11.Pepsi offers timely delivery
12.Pepsi offers promising delivery security
13.You are kept well informed prior to service
14.Pepsi is always trust worthy to dealer
15.Your overall experience at Pepsi dealership is satisfactory
Empathy
43
16.Pepsi is operating at convenient working hours
17.Service executive are friendly and polite while handling your complaints
18.Pepsi shows interest to give personnel attention to you and your specific needs
19.Pepsi has less formalities to be completed before providing service
20.While waiting for the service the dealers are given the facilities for all comfort in the waiting lounge
Tangible
21.Pepsi operating at convenient location
22.The service provider’s physical facilities infrastructure are visually appealing
23.Technology and machines used are modern
24.The service personnel are skilled enough to diagnose your problem
25.The billing system accurate and up to the mark
Service quality
26.Pepsi successfully match dealer expectation through all forms of communication
27.Pepsi educate dealers adequately
28.Pepsi always keep service promise which they communicate through advertisement
29.Pepsi able to match between advertisement and its operation
30.After sale service of the Pepsi is satisfactory
31.Same complaints are reoccurring after the service
32.Comfortable with the performance of the products after the service
3.All complaints are fully solved
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