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INDIA’S BEST SERVICE COMPANIES
METHODOLOGY
4Ps
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 Okay... here’s how 4Ps B&M and Indian Council of Market Research (ICMR) went about this most exhaustive survey (with a whopping 8,825 respondents) to arrive at the list and rankings for INDIA’S BEST SERVICE COMPANIES. For the record, it took us 10 long months and two different phases to arrive at the final figures. Here they come...
FIRST PHASE :
The first phase of the research was initiated by preparing a list of brands under various short-listed categories. The broad categories considered for the survey were aviation, hospitality, telecom, organised retail and banking & financial services. As per the table (above), six broad categories with 17 sub-categories were finally taken into consideration.
SECOND PHASE :
The second phase of the study was initiated after tabulating brands/ companies under each of the categories and sub-categories. Parameters were designed based on five dimensions of the SERVQUAL scale as given below:
• TANGIBLITY: Physical service facilities and infrastructure.
• RELIABILITY: Ability to perform and deliver the promised service.
• RESPONSIVENESS: Willingness to bridge customer and service gaps.
• ASSURANCE: Customer knowledge & customisation capability.
• EMPATHY: Willingness to associate with customer perils. Customised attention and service.
The areas that the study broadly covered are:
• Consumer’s expectation, need, demand, preference & achievement.
• Personalised service offerings.
• Analysis of the present customer redressal system and gaps therein.
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A structured questionnaire was designed and one-on-one interviews were carried out with 8,825 respondents across the different categories in five cities (Delhi, Mumbai, Kolkata, Bangalore & Chennai) across India. Structured questionnaires for each respondent group helped us understand the difference in their interests and requirements with respect to the overall quality of services.
While a few core parameters were kept constant throughout the survey (due to the generic nature of the parameters); overall, each service category had a few customised questions. The random sampling technique has been used for each of the given categories. In certain cases, such as credit cards, the snowball sampling technique has been used instead. The respondents under each segment were primarily the ones who have used or own one
or more brands under the category with a minimum of one year of experience/ usage. In case of life and general insurance as well as debit and credit cards, respondents with a minimum of three years service experience were selected. For the insurance category, the sample size given is for the entire category of general insurance (e.g. motor, health, et al).
Special care was taken to interview only decision makers or CWEs (Chief Wage Earners) for the survey. The number of respondents covered were divided based on socio-economic classifications, including education, occupation and gender related classifications. Apart from all this, the monthly income of the respondents was additionally taken into consideration – signalling whether they could have used/ are using/ or will use the specified service in the near future. So sit back and flip though the most exhaustive survey ever of India’s Best Service Companies...
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4Ps
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