KMRL Project

M. Com.
Project 2018
CHAPTER 1
INTRODUCTION
Consumer Perception and Satisfaction towards Kochi Metro Rail Serviuces Page 1
M. Com. Project 2018
1.1 INTRODUCTION
Service quality and consumer satisfaction have been for over a decade two important topics
both for the academic world and for the researches in the field of marketing. The attention
directed to these two concepts, services quality and customer satisfaction is mainly due to
the competition in the market, as well as to the pressure of political factors and of the
population, over organizations in the field of public administration.
“The organization is honest, gives good value for money, has a high reputation, meets
deadlines, has quality products and services, has easy to understand processes, response to
criticism, encourages complaints and handles them well, and demonstrates that it is
passionate about customers. At all levels people were respected, well trained, friendly,
contactable, flexible, knowledgeable, honest, trusted, stable, involved and consistent. The
perceived culture is one of professionalism, efficiency, teamwork, caring, respect,
seriousness, but with a touch of fun and character.
We are living in fast developing society. Every day brings technologies and development
in our locality. Not only in our place, but also around the world. The communication
system and transportation mechanism connect people around the world so easily with
utility of less time, cost and comfort. These kind of developments also increases the
standard of living of people. The new transit system reduces traffic congestions and
pollution too. Here this study focusing on the new transportation system that has been
commercially started its construction for a traffic free area during last two years, “The
Kochi Metro”.
Kochi Metro Rail is one of the biggest urban project undertaken in Kerala state. The
project was implemented through densely populated area along highly congested routes.
The project had to go through fast, a visible positive support to the project from the
government, City Corporation and GCDA should be available. It has a wide scope in the
near future.
Kochi with its wealth of historical associations and its unique setting reflects the
eclecticism of Kerala. It is one of the India’s important ports and a major Naval base. It is a
centre of higher education as well. Cochin Shipyard, which is the biggest ship building
yard in India, is situated here. Kochi consists of main land Ernakulam, which is connected
to the islands of Willington, Bolghatty and minor islands within the vicinity. Fortkochi /
Mattanchery on the southern penisula and Vypeen island situated at the north of Fortkochi.
Rapid urbanization and intense commercial developments in the recent past have resulted
in steep rise in travel demand, putting Kochi’s transport infrastructure to stress. With mega
projects such as “Smart City”, “Info Park”, “Fashion City” and “Vallarpadam Container
Terminal” etc travel demand is expected to shoot up, strengthening the need for
augmenting the transport infrastructure in Kochi region. This growing demand has lead the
important cities and thereby bringing about an idea in the enhancement in transportation.
1.2 STATEMENT OF THE PROBLEM

KMRL has been revolutionary transportation system in the history of Kerala. In the first
phase it is now running from Alwaye to Ernakulam. At this juncture, the usage perception
and satisfaction proves significant to ponder. The study is conducted on the topic
“CONSUMER PERCEPTION AND SATISFACTION TOWARDS KOCHI METRO
RAIL SERVICES”. It is so conducted to evaluate the use of metro system in Kochi city.
This gives emphasis on the consumer perception and satisfaction level of people using
Kochi metro, and also analysis of overall development of Kochi city
1.3 SIGNIFICANCE OF STUDY

In the development of a locality, change is an important factor and with the growing
demands the need to be technologically upgraded is the need of the hour. It is significant in
terms of increasing the living standards of people and the overall economic development of
the locality. With this in mind the government with both public and private participation
brought about the project Kochi metro. Metro is a developmental proposal for growth of
the city. This study focusing on the finding the impact and effectiveness on the public and
how the passengers would benefit the metro compared to public transport system.
1.4 OBJECTIVES OF THE STUDY

 To study the usage pattern of KMRL services.
 To study the consumer satisfaction towards KMRL.
 To analyse the factors contributing to consumer satisfaction towards KMRL.
 To understand the association between socio-economic factors and consumer

satisfaction towards KMRL.
 To understand the consumer perception on the role of KMRL in the economic
development of State/City.
 To analyse the association between socio-economic factors and consumer
perception on the role of KMRL in the economic development of State/City.
1.5 HYPOTHESIS
 There is no significant difference in the level of consumer satisfaction towards
KMRL.
 There is no significant association between socio-economic factors and consumer
satisfaction towards KMRL.
 There is no significant difference in the consumer perception on the role of KMRL
in the economic development of State/City.
 There is no significant association between socio-economic factors and consumer
perception on the role KMRL in the economic development of State/City.
1.6 METHODOLOGY
1. SAMPLE
The data required for the study include profile of respondents such as age, gender,
occupation, time taken by using Kochi metro in a week, their satisfaction level towards the
facilities available in Kochi metro, etc.
2. SAMPLE DESIGN
A sample of 36 respondents are selected by using convenient sampling. The sample was
selected from passengers using Kochi metro rail.
3. COLLECTION OF DATA
Both primary and secondary data are used for the study. The primary data is collected
through questionnaire. The questionnaire has been prepared in a structured form. Copy of
questionnaire is attached as Annexure I. The secondary data is collected from Newspaper,
Magazine, Journals, Websites, Books etc…
4. TOOLS FOR ANALYSIS

Graphical representation is used to supplement tables. Data are analysed using both
descriptive and inferential statistics. Percentage, Mean, standard deviation are used to
describe the data and One sample t test, Mann Whitney U test and Kruskal Wallis H test
are used to test the hypotheses.
1.7 LIMITATIONS OF THE STUDY

Every work might have its own pros and cons. The limitations felt for this study was:
 Time was a constraint to conduct an in-depth study.
 Accuracy of data depends upon the information provided by respondent.
 The study was not an extensive one.
1.8 CHAPTERISASTION
The present project is presented in the following chapters:
Chapter 1: Introduction
Chapter 2: Review of Literature
Chapter 3: Profile of the Company
Chapter 4: Theoretical Framework
Chapter 5: Analysis and Interpretation of Data
Chapter 6: Findings & Conclusions
CHAPTER 2
REVIEW OF LITERATURE
This study identifies the customer satisfaction and perception of Kochi Metro Rail, which
was aimed to identify the most important factors of customer satisfaction with service
quality. A survey was conducted among the commuters who were regularly availing metro
services for travelling. This study concluded that the service quality delivery meets the
perception of commuters.
Builds on an empirical study of 1000 customers using bus, train or tram in and around the
greater area of the capital of Norway. Discusses customer (dis)satisfaction with public
transportation services. Concludes by claiming that individual customer preferences exit
and that high-and low-frequency users of public transportation services have different
preferences. As a consequence, the industry has a low overall customer satisfaction score.
Implementing differentiated public services will improve the satisfaction score, that is
expected utility, and thereby reduce the need for privatizing the industry. (Tor Wallin
Andressen, 1995).
Corporate image and customer satisfaction as two routes to customer loyality have been
upon by the researcher. Based on data from 600 individual customers categorized as
having high or low service expertise of three companies within the package tour industry, a
conceptual model was proposed and tested empirically using structural equation modeling.
The data used in the study were included in The Norwegian Customer Satisfaction
Barometer. The paper includes by claiming that for complex services, corporate image and
customer satisfaction were not two separate routes to customer loyality. Corporate image
impacts customer loyality directly whereas customer satisfaction does not. This finding
was consistent with high and low service expertise. (Tor Wallin Andressen,
BodilLindestad, 1990).
Service Quality
Parasuraman et. al. (1985) describes service quality as the evaluation of the general quality
of services being provided to customers. Therefore, it can be noted that service quality is
the differentiation between the customers is expectation and the perceptions of services
delivered by organizations. Nitecki et. al. (2000) describes service quality in terms of
surpassing customer perceptions and expectations of service. It is therefore important for
this research to concentrate on the assessment of service quality and its resultant impact of
customer satisfaction in the context of Kochi Metro Rail Services.
A scrutiny of available literature verifies that not much research has been done in this
respect in the context of Kochi Metro Rail Services. It is, however, well documented that
in order for an organization to achieve customer satisfaction, there is need for services and
these services more often than depend on the type of service offering than the other mode
of transportation. Keller and Kotler (2009) define a service as any intangible performance
or work that one party provides to another that does not end up in the ownership of
anything”.
Kotler et al (2002) defines quality as the totality of the functions and characteristics of an
product or services that bear on its capability to satisfy stated or suggested requirements.
Scholars generally agree that quality is associated to the value of a product offering which
could either result in satisfaction or dissatisfaction on the part of the individual.
Zeithamletal (1990) cited in David and Bowen (2005) notes that service quality is,
therefore, the level to which customers’ perceptions of service meet and/or exceed their
expectations. Despite Parasuraman (1988) defining service quality as the distinction that
exists between customer’s objectives and the perceptions of the service, scholars in this
domain, however, contend that calculating service quality as the distinction that exists
between the perceived and the expected service had been a legitimate means and could
make the management recognize gaps to what they provide as this research seeks to verify
if this exists in KMRL. Haywood (1998) notes that there are three elements of service
quality and they are christened as the 3Ps of service quality. The Haywood (1998),
research describes service quality as comprising three elements which are:
 Physical facilities, processes and procedures
 Personal behaviour on the part of serving staff, and
 Professional judgement on the part of the serving staff but to get good quality
service.
Customer Satisfaction
Solomon (2009: 34) defined a customer as the most important stakeholder of an
organisation who provides payment in exchange for the product offering provided to a
person by the organisation with an objective of fulfilling a need and ultimately maximise
satisfaction of the same. While there is no consensus between scholars and researchers on
the definitions of a customer and a consumer, this study is going to restrict the meaning of
a customer as defined by Solomon (2009: 34) as the person who does the buying of the
product offering while the consumer will refer to the person who ultimately consumes the
product. It must be noted that when both the consumer and the customer is pleased with
either the product offering or services is termed satisfaction. Kotler and Keller (2009)
define satisfaction as the person’s feelings of pleasure or disappointment that results from
comparing a product’sperceived performance or outcome with their expectations.
Kotler and Keller (2009) define satisfaction as the feeling of delight or dissatisfaction that
results from comparing a product’s perceived performance with its expectations.
Therefore, it is generally thought by numerous researchers and scholars that satisfaction
could be the enjoyment that one derives from the usage of products and services provided
and customer pleasure is an indication of consumer satisfaction. Furthermore, Wilton
(1998) define consumer satisfaction as the perceived discrepancy between previous
expectations and the real performance of the product or service as perceived after its usage,
hence they consider satisfaction as a post-purchase evaluation by the consumer as (Fornell,
1992) notes.
CHAPTER 3
PROFILE OF THE COMPANY
KOCHI METRO RAIL

Kochi Metro is a metro system serving the city of Kochi in Kerala, India. It was opened to
the public within four years of starting the construction, making it the fastest completed
metro project in India until the Lucknow metro over took it. The Kochi metro project is the
first metro in the country which connects rail, road and water transport facilities. The
Prime Minister Dr. Manmohan Singh laid the foundation stone for the Kochi metro rail
project in 2012, construction work was in June 2013 and a 13.4 km section of the line from
Aluva to Palarivattom was opened to passengers on 17 June 2017 by Narendra Modi, the
Prime Minister of India. A second 5 km section from palarivattom to Maharaja’s College
Stadium was inaugurated on October 3, 2017. Kochi metro also include the technology for
driverless trains and is hoping to implement this in the near future. Kochi Metro was taken
for its decision to employ Kudumbashree workers and also members of the transgender
community. Kochi metro is also involved in sustainable initiatives with the introduction of
non-motorized transport corridors in the city, installation of solar panels for power and
vertical garden on every sixth metro pillar. A part from the regular tickets, it has also
adopted a single card, single timetable and a singular command and control. This debit
card along with the Kochi one mobile app will allow passengers to access all modes of
public transportation as well as be utilized for merchantile and internet transactions and
will introduce the click and collect features in the near future where goods ordered online
can be collected in metro stations. Every Kochi metro station is designed on a specific
theme around Kerala culture and geography.
HISTORY
BACKGROUND
Model of metro rail station developed by DMRC for Kochi Metro. On 22 December 2004,
the government of kerala assigned the Delhi Metro Rail Corporation (DMRC) task of
preparing the detailed project report (DPR) for the Kochi Metro rail project. It was
expected to start by 2006 and complete by 2010. But the project was delayed because the
Central Government expressed serious doubts about the economic viability of the project.
The Kerala government had sought Central Government’s assistance for the project to be
built on the lines of the Delhi Metro project in terms of funding. The Centre refused this
request. The Union Government was in favour of implementing the project in public-
private partnership (PPP), ruling out its own financial involvement. The Ministry of Urban
Development and the Planning Commission were also against government investment in
the project, and refused to accept it as a project in line with the Delhi and Chennai metros.
The political rivalry between the LDF government in Kerala and the UPA government at
the Centre was a major reason for such development and the slowdown in the project. The
change in government in Kerala changed that scenario, making the Kochi Metro one of the
top priorities of the UDF government. Kochi Metro will follow the Chennai Metro and
Delhi Metro models and will be implemented on a joint venture basis, with investments by
the Central and State Governments. A cabinet decision was taken to form a special
purpose vehicle (SPV) called Kochi Metro Rail Ltd (KMRL) as per orders from Planning
Commission and the Union Government for the implementation, operation and
maintenance of the metro project.
On 22 March 2012, the Public Investment Board (PIB) gave clearance to the Kochi Metro
project. With PIB recommendation, the project proposal would go to the Union Cabinet for
the final approval. It was decided that the contribution from the Union Government would
be 20.26% of the total project cost which works out to be1,002.23 crore. On 28 March
2012, at a KMRL board meeting, the decision was taken to officially entrust the Kochi
Metro rail project work to the DMRC. The meeting also finalized the number of metro
stations on the line as 22, instead of the earlier proposed 23. On 3 July 2012, Union
Government gave final clearance to the project. The decision was announced after the
cabinet meeting in New Delhi. Addressing media persons, then Managing Director of
KMRL, Tom Jose said, “Now we will sit down with our valued partner, DMRC, and chalk
out the way forward, obtaining advice and guidance from former DMRC Chief, E
Sreedharan. We aim to complete the project within a span of 3 to 4 years”.
On 14 August 2012, the state government reconstituted the Board of Directors of KMRL.
Power Secretary Elias George was appointed as the new Managing Director, replacing
Tom Jose. It is believed that Jose’s differences with Sreedharan lead to the decision. The
former Chief Minister Oommen Chandy stated that it was a part of administrative decision.
The rest of the board would comprise of Chief Secretary K Jayakumar, Finance Secretary
V P Joy and Water Resources Principal Secretary V J Kurian. The Central Government’s
nominees are Union Urban Development Secretary Sudhir Krishna as the ex-officio
chairman of the KMRL Board, S.K. Lohia, Officer on Special Dutty (Urban Transport);
Jitendra Thyagi, Director (Works) of the DMRC; D. D. Pahuja, Director (Rolling Stock,
Signalling and Electrical) of the Bangalore Metro Rail Corporation (BMRC) and A. K.
Gupta, Additional Member (Works) of the Railway Board. On 7 September 2012, the State
Cabinet decided to induct the Ernakulam District Collector into the director board of
KMRL. The move is expected to expedite land acquirement for the project
and also pacify complaints KMRL was sidelining the efforts of the district administration.
The first meeting of the reconstituted board was on 11 September 2012.
VISION AND MISSION OF KOCHI METRO
Kochi metro vision is to be a world-class metro rail system that enhances the quality of life
for the citizens of kochi. To provide a reliable, safe, efficient, viable and customer friendly
rapid transit system for the greater Kochi area that is environmentally sustainable.
STRATEGIC GOALS
 To introduce a world-class metro system in Cochin to enhance the quality of life for
the Greater Kochi metro area by improving regional connections and reducing
overcrowding, traffic congestions, transit time, air and noise pollution.
 To adopt a stakeholders approach to improve connectivity and quality of life by
coordinating and consulting with important stakeholder groups, such as community groups,
business groups, environmental groups, state and central governments, architects and
planners, and various regulatory agencies.
 To connect metro with the Cochin International Airport to create seamless
transition, transit, and interconnectivity.
 To plan to extend the metro to Fort Cochin.
 To create transport hubs with metro, bus and rail links.
 To increase the economic vitality of the region by improving infrastructure
resulting in the further development of the greater Kochi area as an economic,
transportation and tourism hub.
 To be accountable for our actions.
VALUES:
 Safety and Services: Kochi metro rail commit to provide a safe and reliable and
customer-friendly transportation experience.
 Community Involvement: KMRL value being a part of the greater Kochi
community and strive to contribute to the economic growth and development of the area.
 Stakeholder Engagement: KMRL pledge to work with all the stakeholders,
including customers, employees, local businesses, local community, civic societies and
appropriate state and federal governmental authorities, in our operations.
 Cultural and Environmental Sustainability: Kochi metro believe in sustainable
economic development where infrastructural, economic and ecological concerns are
integrated into smart growth.
 Employee Empowerment: KMRL commit to a work environment where employees
are treated with respect, they take responsibility for results and their teamwork is rewarded.
 Fiscal Responsibility & Accountability: KMRL pledge to being fiscally responsible
as well as being accountable for our actions.
OPERATIONAL GOALS:
 Ensure that the planners reflect the social-cultural, economic, and environmental
impact of the proposed system.
 Link investments in public transportation systems with land use planning.
 Minimize property acquisition and other displacements in the implementation of
the project
 Support existing and planned economic activities
 Encourage an environmentally sustainable approach to planned developmentthe
reconstituted board was on 11 September 2012.
CHAPTER 4
THEORETICAL
FRAMEWORK
CUSTOMER
A customer can be defined as the person/organization who buys goods & services. He is
the most important asset of any organization. Customers will expect to be given accurate
and reliable information about products and services. Customer service is an organization’s
ability to identify and supply their customers’ wants and needs. How important a customer
is to a business can be well identified with help of some famous quoting. ‘’There is only
one boss. The customer and he can fire everybody in the company from the chairman on
down simply by spending his money somewhere else’’- Sam Walton (founder of wal-
mart). ‘’ The purpose of a business is to create and keep a customer’’ – Peter Ducker (an
Austrian).
CUSTOMER SATISFACTION
Customer satisfaction is a term frequently used in marketing. It is a measure of how
products and services supplied by a company meet or surpass customer expectation.
Customer satisfaction is defined as "the number of customers, or percentage of total
customers, whose reported experience with a firm, its products, or its services (ratings)
exceeds specified satisfaction goals."
In buyer’s market where the customer is the king, business begin and ends with the
customer. The business growth, profitability, liquidity and image of an organization
depend upon the customer. It is therefore essential that a supplier needs the customer’s
expectations fully and ensures that he is satisfied. Hence it is necessary to place emphasis
on building and maintaining customer satisfaction by putting the customer first in all
activities.
Customer satisfaction is the customer’s perception that a vendor has met his expectation
fully, efficiently and promptly. This may pertain to different segments of business from
marketing, engineering, manufacturing, timely project completion, quality, response to
customer queries/suggestions/letters, post installation services, complaint handling, etc.
Customer satisfaction is the summary of the opinion of the customer about the vender.
Right from pre-marketing to after- installation service and complaint management, the
customer comes in contract with various departments and functions of vender organization
and the opinion he makes about the supplier is the sum total of his experience and
perception he makes while coming in contact with different sections of vender. The
customer ultimately chooses a vender who provide him more value for his money and with
whose product he is comfortable and satisfied. Higher the satisfaction level, the better is
the emotional and sentimental attachment to that brand and more intense is the relationship
between the customer and the vender. With all the products and services, there are always
chances of problem arising. What makes a company stand out from the rest is the way
these problems are handled. The customer expects that when he makes a request for
assistance, it will be listened to and the issues will be resolved as quickly as possible.
IMPORTANTS OF CONSUMER SATISFACTION
Customer satisfaction can be defined as a marketing term that measures how products or
services supplied by a company meet or surpass a customer’s expectation. According to J.
Willard Marriott, the founder of Marriott corporation, ‘’Customer needs may vary, but
their bias for quality never does’’. Customer satisfaction can be used as a metric to manage
and improve the businesses and hence it is very important for the marketers and business.
It can also be defined as "the number of customers, or percentage of total customers, whose
reported experience with a firm, its products, or its services (ratings) exceeds specified
satisfaction goals.
The top six reasons which makes customer satisfaction much important can be briefly
explained as follows.
1. It’s a leading indicator of consumer repurchase intentions and loyalty:
Customer satisfaction is the best indicator of how likely a customer will make a purchase
in the future. Asking customers to rate their satisfaction on a scale of 1-10 is a good way to
see if they will become repeat customers or even advocates. Customer Needs and
Customer Satisfaction Training Manual on Theeranaipunya - Equipping Fisherwomen
Youth for Future 261 Any customers that give you a rating of 7 and above, can be
considered satisfied, and you can safely expect them to come back and make repeat
purchases. Customers who give you a rating of 9 or 10 are your potential customer
advocates who you can leverage to become evangelists for your company. Scores of 6 and
below are warning signs that a customer is unhappy and at risk of leaving. These customers
need to be put on a customer watch list and followed up so you can determine why their
satisfaction is low. Hence, satisfaction is one of the leading metrics businesses use to
measure consumer repurchase and customer loyalty.
2. It’s a point of differentiation:
Businesses who succeed in the cut-throat environments of a competitive market are the
ones that make customer satisfaction a key element of their business strategy. Companies
who offer amazing customer experiences create environments where satisfaction is high
and customer advocates are plenty.
3. It reduces customer churn:
An Accenture global customer satisfaction report (2008) found that price is not the main
reason for customer churn; it is actually due to the overall poor quality of customer service.
By measuring and tracking customer satisfaction you can put new processes in place to
increase the overall quality of your customer service.
4. It increases customer lifetime value:
A study by Info Quest found that a ‘totally satisfied customer’ contributes 2.6 times more
revenue than a ‘somewhat satisfied customer’. Furthermore, a ‘totally satisfied customer’
contributes 14 times more revenue than a ‘somewhat dissatisfied customer’. Satisfaction
plays a significant role in how much revenue a customer generates for your business.
Successful businesses understand the importance of customer lifetime value (CLV). If you
increase CLV, you increase the returns on your marketing dollar.
5. It reduces negative word of mouth:
Customer satisfaction is tightly linked to revenue and repeat purchases. What often gets
forgotten is how customer satisfaction negatively impacts your business. It’s one thing to
lose a customer because they were unhappy. It’s another thing completely to lose many
other customers because of some bad word of mouth. To eliminate bad word of mouth you
need to measure customer satisfaction on an ongoing basis.
6. It’s cheaper to retain customers than acquire new ones:
This is probably the most publicized customer satisfaction statistic out there. It costs six to
seven times more to acquire new customers than it does to retain existing customers. Some
major customer retention strategies such as blogs (to educate customers), email (to send
special promotions), customer satisfaction surveys, Delight customers by offering
personalized experiences, etc. can be carried out.
How to increase customer satisfaction?

In a business world where customer acquisition costs are sky-rocketing, small and medium
businesses must focus on building a customer experience to increase customer satisfaction.
Some of the ideas are pointed below:
Treat your customers like they are your boss:
 Thank all your customers for their business
 Go out your way to help customers
 Try to impress your customers as if you want a pay raise
 Think about your paycheck every time you talk to a customer
 Keep your promises and integrity
 Focus on measuring customer satisfaction
a. Build customer loyalty to increase customer satisfaction: According to Jeffrey
Gitomer, the eminent American author and business trainer, ’’Customer satisfaction is
worthless whereas Customer loyalty is priceless. Businesses should focus their efforts on
creating loyal customers that are sticky and not easily influenced by competitors.
b. Avoid making these customer retention mistakes: No business is immune to
unhappy customers. In fact, even companies with the best customer service in the world
will still lose up to 9% of their customers to competitors by ignoring customer feedback,
taking customer feedback to personally, or using long, boring customer feedback surveys.
c. Set customer expectations early: Setting expectations too high, making ridiculous
promises to push a deal over the line, etc are the common mistakes that kills the customer
satisfaction. There’s no better feeling than as a customer to have your expectations
exceeded.
d. Learn how to survey your customers the right way: A customer feedback survey is
the best way to find out how satisfied your customers are, find ways to improve your
product or service, and identify customer advocates who really love your product. A quick
and relevant survey will help increase survey response rates.
e. Tap into social media to track and monitor customer satisfaction so you can keep
your customers happy: Social media provides a great opportunity to increase customer
satisfaction. Use social media monitoring tools to keep track of positive and negative
feedback, and resolve them accordingly. It can also be used to monitor brand mentions and
sentiment, as a customer support channel, and to hold Q&A sessions with customers.
Objectives of Customer Satisfaction
It is a proven fact that the more a business gives to customers, the more it also gets in
return. That is why the companies of today are making sure that their customers are
satisfied. Customers and businesses know that a high customer satisfaction can show not
only the quality of their products. It also highlights the great experience that they provide.
In a study by Marketing Sherpa, they reported that customers' satisfaction to a brand leads
to more purchases and recommendations. Customer satisfaction drives revenue. It
contributes to a company's growth and stability.
With the advancement in communications and technology, companies are utilizing tools
and software to ensure customer satisfaction. By 2018, Gartner predicts that more than
50% of organizations will redirect their investments to customer experience innovations.
Companies are using tools to help them measure customer satisfaction. Some companies
take advantage of help desks to streamline the customer service that they provide. Some
use advanced phone systems to record and note customer interactions. But there are also
companies that utilize software that combines the strength of some of these tools.
Some of the major objectives of customer satisfaction:
1. To Increase Customer Loyalty
According to Institute of Customer Service, a 10% increase in customer satisfaction score
results in 12% increase in trust from customers. Customer satisfaction promotes loyalty.
And a company's satisfied and loyal customers are also the best referrers. Loyal customers
do not only buy more, they also encourage others to try and purchase your product.
2. To Reduce Customer Churn
Companies and businesses do not want to lose customers. They want to retain customers
and acquire new ones. Customer satisfaction is important to reduce churn. A product's
price is not the main reason why customers switch brands today.
Poor customer service and experience makes them jump to competitors. By ensuring
customer satisfaction, companies can make sure that customers stay with their brand.
3. To Give Brand Differentiation

In the competitive market that we have today, customer satisfaction is viewed as one the
key brand differentiators. Customers do not only compare the products of several
companies. They also look at how satisfied the customers are with each company.
Customers have access to information via the internet and they maximize that. Companies
that ensure a high customer satisfaction gets the advantage over the others.
LIMITATIONS OF CONSUMER SATISFACTION

As we know, there are many benefits of customer satisfaction and many firms strive to
maximize their consumer satisfaction scores. In service firms in particulars, customer
satisfaction is often their key marketing goal (and most significant marketing metric) that is
regularly tracked and assessed.
However, there are a number of limitations of customer satisfaction in terms of relying too
heavily on this marketing metric. It is, therefore, important to understand the various
limitations in order to utilize the results of consumer satisfaction research/scores
appropriately.
MAIN LIMITATIONS OF CUSTOMER SATISFACTION (CSAT)

 Expected versus delivered value is being measured – CSAT is NOT necessarily a
measure of overall value or quality of the firm and its offerings.
 High CSAT scores may be simply a reflection of low expectations of the firm.
 High CSAT scores may not deliver increased profitability (and may even have a
negative financial impact – primarily due to the firm over-delivering increased customer
value).
 Existing customers will adjust their expectations to the value regularly being
delivered, resulting in most customers being “just satisfied” (reflected in average, not high,
CSAT scores). This means that it is difficult (high effort and cost) to maintain very high
satisfaction scores over a long period of time.
 More engaged and involved customers are more likely to participate in optional
market research surveys, such as online surveys, potentially leading to an overestimation of
CSAT levels.
 There are better measures available – for the aggregate of factors that customer
satisfaction is suggested to address (which include of loyalty, customer profitability,
likeability of the firm, word-of-mouth potential, and so on).
CONSUMER PERCEPTION
The ultimate aim of every business is to increase sales by finding out the factors that
drive consumer’s buying decisions. Consumer perception theory tries to analyze and
explain consumer behavior. The perception of the same product or service by different
consumers would vary. This is exactly what consumer perception theory analyses by
finding out what exactly motivates or influences a consumer behavior in purchasing or
not purchasing a specific product.
NEED FOR CONSUMER PERCEPTION
A consumer’s perception of a product or service offered may differ from what the
producer or marketer had intended to offer. This is neither helpful nor favorable for both
the parties in today’s competitive environment. Also, it is likely to have more serious
result in seeking consumer attention as today’s consumers have greater exposure to the
minute, diverse and extensive information. This makes it very difficult for the offering
to gain the complete attention of the consumer especially in situations where the
consumer perception is not the same as that of the offering. Getting a second innings to
make a better influence becomes all the more difficult.
BENEFIT OF CONSUMER PERCEPTION FOR BUSINESS

With competition becoming more intense in the global economy making it difficult for
products and services to stand out get differentiated from other offerings in the market,
even the production, logistics, sourcing, and accessibility to information cost is also
rising. Varied products end up facing stiff competition from industry outsiders from new
bundles or offerings and substitutes. The result is decrease in prices as most companies
want to win over consumers along with closing the product differences.
The modern consumer is more of a mix. Being very sensitive to prices, the modern
consumer is constantly in search of discounts and bargains. They are also constantly on
the lookout for branded and other luxury products. Being very well-informed, they are
even aware and conscious of their powers. This awareness increases their expectations
from companies. All these factors together make it more complicated to segregate a
product or service by traditional sorting by quality, pricing, and functions.
The only solution available to a business in such situations is strengthening the bond
between the company and the consumers. This is likely to a give better competitive
advantage as this relationship is not limited to the aspect of price, quality etc. The better
experience a consumer has with the company at different stages of interaction such as
efficiency and reliability and speed of the process, higher are the chances that he or she is
likely to come back again. A problem arising from a single transaction is likely to
damage the relationship forever.
Companies should take steps towards making their consumers remain fully apprised
about the different offerings of the company and how the offerings are likely to improve
the life of the consumers. The companies have to make sure that they are able to
convince the consumers about how their products if purchased by the consumers can give
more benefit than that of the competitors. This in short amounts to expanding the
consumer perception to appreciate the finer aspects of the company’s offerings. But care
to not overdo the same as it might affect the company adversely.
PURPOSE OF CONSUMER SATISFACTION
A business ideally is continually seeking feedback to improve customer satisfaction.
"Customer satisfaction provides a leading indicator of consumer purchase intentions and
loyalty." "Customer satisfaction data are among the most frequently collected indicators of
market perceptions. Their principal use is twofold:"
"Within organizations, the collection, analysis and dissemination of these data send a
message about the importance of tending to customers and ensuring that they have a
positive experience with the company's goods and services."
"Although sales or market share can indicate how well a firm is performing currently,
satisfaction is perhaps the best indicator of how likely it is that the firm’s customers will
make further purchases in the future. Much research has focused on the relationship
between customer satisfaction and retention. Studies indicate that the ramifications of
satisfaction are most strongly realized at the extremes."
On a five-point scale, "individuals who rate their satisfaction level as '5' are likely to
become return customers and might even evangelize for the firm. (A second important
metric related to satisfaction is willingness to recommend. This metric is defined as "The
percentage of surveyed customers who indicate that they would recommend a brand to
friends." When a customer is satisfied with a product, he or she might recommend it to
friends, relatives and colleagues. This can be a powerful marketing advantage.)
"Individuals who rate their satisfaction level as '1,' by contrast, are unlikely to return.
Further, they can hurt the firm by making negative comments about it to prospective
customers. Willingness to recommend is a key metric relating to customer satisfaction.
CHAPTER 5
ANALYSIS &
INTERPRETATION OF DATA
Profile of the Sample

Table 1
Profile of the Sample
Variable Category Frequency Percent
Male 16 44.4
Gender Female 20 55.6
Total 36 100.0
Below 30 15 41.7
30 to 40 11 30.6
Age 40 to 50 6 16.7
Above 50 4 11.1
Total 36 100.0
Below Rs 2 lakhs 12 33.3
Annual 2 to 5 lakhs 20 55.6
Income 5 to 10 lakhs 4 11.1
Total 36 100.0
Govt/Public Sector Employee 9 25.0
Private Employee 10 27.8
Self Employed 7 19.4
Occupation
Unemployed 2 5.6
Student 8 22.2
Total 36 100.0
Rural 19 52.8
Region of
17 47.2
Residence Urban
Total 36 100.0
Source: Survey Data
From the above table, it can be seen that 55.6% of the respondents are female. 41.7% of the
respondents come under the age group of below 30 followed by 30-40 age group. We can
interpret that 55.6% people are 2-5 lakh income category. 27.8% of people are private
employees and 25% Govt employees. 22.2% of occupation are students. Majority of
respondents (52.8%) are from rural area.
Diagram 1
Gender of Respondents
Male
Female 44%
56%
Diagram 2
Age of Respondents
Above 50
11%
40 to 50
Below 30
17%
42%
30 to 40
30%
Diagram 3
Annual Income of Respondents
5 to 10 lakhs
11% Below Rs 2
lakhs
33%
2 to 5 lakhs
56%
Diagram 4
Occupation of Respondents
Student Govt/Public
22% Sector Employee
25%
Unemployed
6%
Self Employed Private Employee

19% 28%
Diagram 5
Region of Residence of Respondents
Urban
Rural
47%
53%
Descriptive Statistics on Usage Pattern

Table 2
Convenient Mode of Transport
Mode Frequency Percent
KMRL 24 66.70
Other Mode 1 2.80
Depends on Destination or Time 11 30.60
Total 36 100.00
Source: Survey Data
This table shows that majority (66.70%) of respondents use Kochi Metro Rail for their
journey within the city and 30.60% people depends on their destination or time.
Diagram 6
Convenient Mode of Transport
30
24
25
20
15 11
10
5 1
0
KMRL Other Mode Depends on
Destination or Time
Table 3
Usage of KMRL
Usage Frequency Percent
Once in a week 10 27.80
2 to 4 times a week 21 58.30
More than 4 times a week 5 13.90
Total 36 100.00
Source: Survey Data
It is clear from the above table 58.30% of consumers use KMRL for their journey 2 to 4
times in a week and 27.80% using once in week.
Diagram 7
Usage of KMRL
25 21
20
15 10
10 5
5
0
Once in a week 2 to 4 times a week More than 4 times a
week
Table 4
Purpose of Using KMRL
Purpose Frequency Percent
To get to work 18 36.0%
To get to school/college 8 16.0%
Other purpose 24 48.0%
Total 50 100.0%
Source: Survey Data
From the above table shows that 48.0% of people using KMRL for other purpose and
36.0% for the purpose of to get to work.
Diagram 8
Purpose of Using KMRL
30 24
18
20
8
10
0
To get to work To get to Other purpose
school/college
Descriptive Statistics on Perception

Table 5
Punctuality in Timing of KMRL
Perception Frequency Percent
Usually 19 52.8
Always 17 47.2
Total 36 100.0
Source: Survey Data
From the above table out of 36 respondents, 52.8% of people says that Kochi Metro Train
usually arrive to its specified stop on time.
Table 6
Reasonability of fees Charged
Reasonability Frequency Percent

Yes 29 80.6
No 7 19.4
Total 36 100.0
Source: Survey Data
From the above table 80.6% of consumers says the fees charged by KMRL is reasonable
while the remaining stated that it is not reasonable.
Table 7
Preferred Mode of Payment
Mode Frequency Percent
Single Journey Ticket 27 75.0
Return Journey Ticket 2 5.6
Metro Card 7 19.4
Total 36 100.0
Source: Survey Data
From the above table shows that 75% consumers of KMRL prefer Single Journey Ticket
and 19.4% prefer Metro Card.
Testing of Hypotheses
Hypothesis of Level of Consumer Satisfaction towards KMRL services
H0: There is no significant difference in the level of consumer satisfaction towards KMRL
services.
Table 8
Hypothesis testing on Level of Consumer Satisfaction
Mean Standard Deviation Z P Value#
4.36 0.543 -5.747 < 0.001**
Source: Computed from Survey Data
# One Sample Sign test
** Highly Significant
Consumer satisfaction is found to be high with a mean value of 4.36 and it is found to be
highly significant. Hence, H0 is rejected and it could be inferred that there exist a high level
of consumer satisfaction.
Hypothesis on Association between Socio Economic Factors and Level of Consumer

Satisfaction towards KMRL services
H0: There is no significant association between socio economic factors and consumer
satisfaction towards KMRL services.
Table 9
Association between Socio Economic Factors and Consumer Satisfaction
Mean Chi Square Z P
Factor Category
Rank Value Value Value#
Male 17.88
Gender -- -0.369 0.712
Female 19.00
Below 30 12.43
30 to 40 21.55
Age 11.998 -- 0.007**
40 to 50 23.67
Above 50 25.12
Below Rs 2 lakhs 16.92
Annual
2 to 5 lakhs 19.88 1.042 -- 0.594
Income
5 to 10 lakhs 16.38
Region of Rural 16.95
-- -1.084 0.278
Residence Urban 20.24
Govt/Public Sector Employee 23.67

Private Employee 17.90
Occupation Self Employed 19.50 7.260 -- 0.123
Unemployed 20.75
Student 12.00
#Mann Whitney U test / Kruskal Wallis H test
No significant association is found between consumer satisfaction and socio economic
factors except age. Younger age group showed a significantly low satisfaction.
Hypothesis on Consumer Perception on the role of KMRL in economic development

of the State/City
H0: There is no significant difference in the level of consumer perception on the role of
KMRL in economic development of the State/City.
Table 10
Hypothesis testing on Level of Consumer Perception
MeanStandard Deviation Z P Value#
4.22 0.591 -5.5570 < 0.001**
Consumer perception is found to be high with a mean value of 4.22 and it is found to be
highly significant. Hence, H0 is rejected and it could be inferred that there exist a high level
of consumer satisfaction.
Hypothesis on Association between Socio Economic Factors and Level of Consumer

Perception
H0: There is no significant association between socio economic factors and consumer
satisfaction
Table 11
Association between Socio Economic Factors and Consumer Perception
Chi
Z P
Factor Category Mean Rank Square
Value Value#
Value
Male 13.19
Gender -- -3.139 0.002**
Female 22.75
Below 30 16.13
30 to 40 20.50
Age 3.002 -- 0.391
40 to 50 17.25
Above 50 23.75
Below Rs 2 lakhs 17.58
Annual
2 to 5 lakhs 19.65 0.879 -- 0.644
Income
5 to 10 lakhs 15.50
Region of Rural 18.18
-- -0.221 0.825
Residence Urban 18.85
Govt/Public Sector Employee 20.44
Private Employee 18.20
Occupation Self Employed 16.86 1.291 -- 0.863
Unemployed 22.75
Student 17.06
#Mann Whitney U test / Kruskal Wallis H test
No significant association is found between consumer perception and socio economic
factors except gender. Female category showed a significantly higher perception.
Factors Contributing to Consumer Satisfaction towards KMRL services

Table 12
Analysis of Factors Contributing to Consumer Satisfaction
Factor Mean Standard Deviation Z P Value#
Condition 4.4167 0.46033 -5.747 < 0.001**

Cleanliness 4.5370 0.56500 -5.500 < 0.001**
Technical Facilities 4.1019 0.58456 -5.570 < 0.001**
Journey Facilities 3.4630 0.88112 -1.886 0.059
Safety 3.9352 0.72076 -4.564 < 0.001**
Personal Interaction 3.9630 0.63635 -5.659 < 0.001**
Complaint Handling 3.6204 0.64317 -4.234 < 0.001**
Positive accord is found with respect to consumer satisfaction towards the different factors
and is found to be highly significant except in the case of Journey Facilities. Cleanliness
rank as the most important factor contributing to consumer satisfaction based on the mean
scores.
Factors Contributing to Consumer Perception towards the Role of KMRL in the

Economic Development of the State/City
Table 13
Analysis of Factors Contributing to Consumer Perception
Factor Mean Standard Deviation Z P Value#

Reduced traffic blocks 4.14 1.018 -4.511 < 0.001**
Employment Opportunities 3.72 0.815 -3.524 < 0.001**
Controlled Pollution 3.36 0.683 -2.156 0.006**
Better standard of living 3.22 1.267 -0.945 0.345
Tourism development 3.42 0.649 -2.056 < 0.001**
Positive accord is found with respect to consumer perception towards the different factors
and is found to be highly significant except in the case of Better Standard of Living.
Reduced Traffic Blocks rank as the most important factor contributing to consumer
perception based on the mean scores.
CHAPTER 6
FINDINGS
&
CONCLUSIONS
FINDINGS
 Majority of the respondents use Kochi Metro Rail for their journey Within the city.
 Most of the consumers use KMRL for their journey 2 to 4 times in week.
 Around 48.0% of people using KMRL for other purpose and to get to work.
 Most of the consumers of KMRL says that Kochi Metro Train usually arrive to its
specified stop on time.
 Majority of the respondents are on the opinion that the fees charged by KMRL is
reasonable while remaining stated that it is not reasonable.
 The respondents using Single Journey Ticket for their journey as a preferred mode
of payment.
 Level of consumer satisfaction towards KMRL services inferred that there exists
high level of consumer satisfaction.
 There is no significant association found between socio-economic factors and level
of consumer satisfaction except age.
 Consumer Perception on the role of KMRL in the economic development of
State/City found to be high. It indicate that there exist a high level of consumer
satisfaction.
 There is no significant association found between consumer perception and socio-
economic factors except gender.
 Different factors contributing to consumer satisfaction are found to be highly
significant except Journey Facilities.
 Different factors contributing to consumer perception are found to be highly
significant except Better Standard of Living.
CONCLUSIONS
Consumers are found to use KMRL services on a regular basis with more than twice a
week. High level of satisfaction is found throughout the study except from the younger age
groups. Consumer perception is also found to be relatively high w.r.t. the role of KMRL in
the economic development of the State/City. The second phase of KMRL services is
expected to bring more frequent travel and usage by consumers and thereby contribute to
pollution free traffic in the city.
BIBLIOGRAPHY
1. https://www.hubspot.com
2. www.indiatravelblog.com
3. http://www.delhimetrorail.com
4. http://www.internationalseminar.org/XVIII AIC/INDEX.HTM
5. www.academia.edu
6. https://kochimetro.org
7. kochimetrorailcorporation.blogspot.in
8. https://www.slideshare.net
9. https://en.m.wikipedia.org
10. R.K. Sugandhi, Customer Relationship Management, New agent international

publishers, New Delhi, 2008
Annexure I
QUESTIONNAIRE
CONSUMER PERCEPTION AND SATISFACTION TOWARDS KOCHI METRO

RAIL SERVICES
Dear respondent,
This questionnaire is aimed at understanding your perception and satisfaction towards
Kochi Metro Rail [KMR] services as part of my M. Com. project. Your response will be
dealt with strict confidentiality and it will be used only for academic purpose. May I
request your wholehearted cooperation?
Ambily Kunjumon
Name [Optional] : ……………………………………………………
Please whichever option is applicable
1) Gender :  Male  Female

2) Age :  Less than 30  30-40  40-50  Above 50
3) Annual Income :  Less than Rs.2,00,000  Rs.2,00,001-5,00,000
 Rs.5,00,001-10,00,000  Above Rs 10,00,000
4) Occupation :  Govt./Public Sector Employee  Private Employee
 Self Employed  Unemployed  Student
5) Region of Residence:  Rural  Urban
6) Which transit system is convenient to you within the city?
 Kochi Metro Rail  Other modes  Depends on destination and/or time
7) Around how many times in a week, do you use KMR system?
 Once in a week  2 to 4 times in a week  more than 4 times a week
8) What is the purpose of your metro journey? [Choose more than one if applicable]
 To get to work  To get to school/college  Other purpose
9) Whether the metro train usually arrive to it’s specified stop on time?
 Always  Usually  Sometimes  Rarely  Never
10) Do you consider the fee charged to be reasonable?
 Yes  No  Can’t Say
11) Which payment method you prefer?
 Single Journey Ticket  Return Journey Ticket  Metro Card
Please turn over
12) Are you satisfied with the following conditions of Kochi Metro Rail?
[Tick mark in the relevant column against each item]
Highly Highly
Satisfied Neutral Dissatisfied
Satisfied Dissatisfied
a) Air Conditioning
b) Lighting in Train and Station
c) Space Allocation
d) Cleanliness Ticket Counter
e) Cleanliness of station and platforms
f) Cleanliness of train coaches
g) Automatic Door
h) Announcements
i) Ticket/Smart Card
j) Seating and Standing Arrangement
k) Comfortable boarding and de-barding
l) Feeder bus service
m) Safety at platform
n) Safety in train coaches
o) Safety in Parking Area
p) Staff behaviour
q) Management attitude
r) Helpfulness of staff
s) Complaint handling
t) Punctuality of KMR
u) Reliability of KMR
13) Do you agree with the statement that KMRL project can lead to economic
development in the City/State?
 Strongly Agree  Agree  Neutral  Disagree  Strongly
Disagree
14) Do you agree with the statement that KMRL project can lead following aspects of
development?
Strongly Strongly
Particulars Agree Neutral Disagree
Agree Disagree
Reduced Traffic blocks
Employment Opportunities
Controlled Pollution
Better Standard of Living
Tourism Development
15) Please state your overall satisfaction towards KMRL services:
 Highly Satisfied  Satisfied  Neutral  Dissatisfied  Highly Dissatisfied
Annexure – II
Descriptive Tables
Different Variables Contributing to Consumer Satisfaction
Air Conditioning
Air conditioning Frequency Valid Percent Cumulative Percent
Dissatisfied 1 2.8 2.8
Neutral 9 25.0 27.8
Satisfied 15 41.7 69.4
Highly Satisfied 11 30.6 100.0
Total 36 100.0
Source: Survey Data
Lighting in Train and Station

Lighting Frequency Valid Percent Cumulative Percent
Neutral 1 2.8 5.6
Total 36 100.0
Source: Survey Data
Space Allocation
Space Allocation Frequency Valid Percent Cumulative Percent
Neutral 1 2.8 2.8
Total 36 100.0
Source: Survey Data
Cleanliness of Ticket Counter

Ticket Counter Frequency Valid Percent Cumulative Percent
Neutral 3 8.3 8.3
Total 36 100.0
Source: Survey Data
Cleanliness of Station and Platform

Cleanliness of station and Platform Frequency Valid Percent Cumulative Percent
Neutral 4 11.1 11.1
Total 36 100.0
Source: Survey Data
Cleanliness of Train Coaches

Frequency Valid Percent Cumulative Percent
Neutral 1 2.8 5.6
Total 36 100.0
Source: Survey Data
Automatic Door
Automatic Door Frequency Valid Percent Cumulative Percent
Neutral 1 2.8 5.6
Total 36 100.0
Source: Survey Data
Announcement
Announcement Frequency Valid Percent Cumulative Percent
Neutral 8 22.2 25.0
Total 36 100.0
Source: Survey Data
Ticket/Smart Card
Ticket/Smart Card Frequency Valid Percent Cumulative Percent
Highly Dissatisfied 1 2.8 2.8
Neutral 6 16.7 22.2
Total 36 100.0
Source: Survey Data
Seating and Standing Arrangement

Seating and standing Frequency Valid Percent Cumulative Percent
Neutral 6 16.7 33.3
Total 36 100.0
Source: Survey Data
Comfortable Boarding and De-barding

Comfortable Boarding and De-barding Frequency Valid Percent Cumulative Percent
Neutral 9 25.0 52.8
Total 36 100.0
Source: Survey Data
Feeder Bus Service

Feeder Bus Service Frequency Valid Percent Cumulative Percent
Neutral 10 27.8 50.0
Total 36 100.0
Source: Survey Data
Safety at Platform
Safety at Platform Frequency Valid Percent Cumulative Percent
Neutral 7 19.4 22.2
Total 36 100.0
Source: Survey Data
Safety in Train Coaches

Safety in Train Coaches Frequency Valid Percent Cumulative Percent
Neutral 2 5.6 8.3
Total 36 100.0
Source: Survey Data
Safety in Parking Area

Safety in Parking Area Frequency Valid Percent Cumulative Percent
Neutral 11 30.6 44.4
Total 36 100.0
Source: Survey Data
Staff Behaviour
Staff Behaviour Frequency Valid Percent Cumulative Percent
Neutral 10 27.8 27.8
Total 36 100.0
Source: Survey Data
Management Attitude
Management Attitude Frequency Valid Percent Cumulative Percent
Neutral 19 52.8 52.8
Total 36 100.0
Source: Survey Data
Helpfulness of Staff
Helpfulness of Staff Frequency Valid Percent Cumulative Percent
Neutral 9 25.0 27.8
Total 36 100.0
Source: Survey Data
Complaint Handling
Complaint Handling Frequency Valid Percent Cumulative Percent
Neutral 17 47.2 77.8
Total 36 100.0
Source: Survey
Punctuality of KMRL
Punctuality Frequency Valid Percent Cumulative Percent
Neutral 8 22.2 22.2
Total 36 100.0
Source: Survey Data
Reliability of KMRL
Reliability of KMR Frequency Valid Percent Cumulative Percent
Neutral 9 25.0 25.0
Total 36 100.0
Source: Survey Data
Opinion on Role of KMRL project in

Economic Development in the City/State
Opinion Frequency Valid Percent Cumulative Percent
Neutral 3 8.3 8.3
Agree 22 61.1 69.4
Strongly Agree 11 30.6 100.0
Total 36 100.0
Source: Survey Data
Reduced Traffic
Reduced Traffic Frequency Valid Percent Cumulative Percent
Strongly Disagree 1 2.8 2.8
Neutral 10 27.8 30.6
Agree 7 19.4 50.0
Total 36 100.0
Source: Survey Data
Employment Opportunities
Employment Opportunities Frequency Valid Percent Cumulative Percent
Disagree 1 2.8 2.8
Neutral 15 41.7 44.4
Agree 13 36.1 80.6
Total 36 100.0
Source: Survey Data
Controlled Pollution
Controlled Pollution Frequency Valid Percent Cumulative Percent
Disagree 1 2.8 2.8
Neutral 24 66.7 69.4
Agree 8 22.2 91.7
Total 36 100.0
Source: Survey Data
Better Standard of Living

Better Standard of Living Frequency Valid Percent Cumulative Percent
Strongly Disagree 4 11.1 11.1
Disagree 7 19.4 30.6
Neutral 8 22.2 52.8
Agree 11 30.6 83.3
Total 36 100.0
Source: Survey Data
Tourism Development
Tourism Development Frequency Valid Percent Cumulative Percent
Neutral 24 66.7 66.7
Agree 9 25.0 91.7
Total 36 100.0
Source: Survey Data
Overall Satisfaction
Overall Satisfaction Frequency Valid Percent Cumulative Percent
Neutral 1 2.8 2.8
Total 36 100.0
Source: Survey Data

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M. Com.

1.2 STATEMENT OF THE PROBLEM

1.3 SIGNIFICANCE OF STUDY

1.4 OBJECTIVES OF THE STUDY

 To understand the association between socio-economic factors and consumer

4. TOOLS FOR ANALYSIS

1.7 LIMITATIONS OF THE STUDY

KOCHI METRO RAIL

How to increase customer satisfaction?

3. To Give Brand Differentiation

LIMITATIONS OF CONSUMER SATISFACTION

MAIN LIMITATIONS OF CUSTOMER SATISFACTION (CSAT)

BENEFIT OF CONSUMER PERCEPTION FOR BUSINESS

Profile of the Sample

Self Employed Private Employee

Descriptive Statistics on Usage Pattern

Descriptive Statistics on Perception

Reasonability Frequency Percent

Hypothesis on Association between Socio Economic Factors and Level of Consumer

Govt/Public Sector Employee 23.67

Hypothesis on Consumer Perception on the role of KMRL in economic development

Hypothesis on Association between Socio Economic Factors and Level of Consumer

Factors Contributing to Consumer Satisfaction towards KMRL services

Factor Mean Standard Deviation Z P Value#

Condition 4.4167 0.46033 -5.747 < 0.001**

Factors Contributing to Consumer Perception towards the Role of KMRL in the

Factor Mean Standard Deviation Z P Value#

10. R.K. Sugandhi, Customer Relationship Management, New agent international

CONSUMER PERCEPTION AND SATISFACTION TOWARDS KOCHI METRO

1) Gender :  Male  Female

Different Variables Contributing to Consumer Satisfaction

Lighting in Train and Station

Cleanliness of Ticket Counter

Cleanliness of Station and Platform

Cleanliness of Train Coaches

Seating and Standing Arrangement

Comfortable Boarding and De-barding

Feeder Bus Service

Safety in Train Coaches

Safety in Parking Area

Opinion on Role of KMRL project in

Better Standard of Living

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