Assessing Factors Affecting Customer Satisfaction
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ICMR HOME | Case Studies Collection
Case Details:
Case Code : MKTG277
Case Length : 3 Pages
Period : 2011
Pub Date : 2011
Teaching Note : Available
Organization : -
Industry : Agri-business
Countries : India
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Nikhil Raj (Nikhil), Marketing Manager of RFH, a marketer of organic vegetables, had just finished tabulating the responses of a pilot study that the company had conducted to assess the factors affecting customer satisfaction toward RFH products
Established in 1999 with the motto of growing fresh and healthy vegetables through organic farming and supplying them to potential customers at a reasonable price, RFH had grown significantly over the years.
The company strongly believed that customer satisfaction toward its produce
would be the key factor in increasing its market share.
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To emphasize customer focus, the company conducted the pilot study so that it could initiate new strategies to meet the expectations of the customers...
About RFH
Tarun Raju (Tarun) was born in a traditional agricultural family in a remote village, Narsapur in Andhra Pradesh, India.
From his childhood, Tarun had been deeply interested in Indian agricultural practices and the problems faced by farmers...
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