Understanding Customer Satisfaction Levels in Medium-Sized Service and Manufacturing Enterprises: A Comprehensive Study

Abstract

Customer satisfaction means the to what extend customers' expectations are met or exceeded by the products, services, or experiences provided by an organization. The Medium Enterprises play a substantial role in modern economies for their flexibility and capability to innovate. The need for continuous improvement to become part of organizational culture is highly desired in Medium Enterprises. The study, therefore tries to ascertain the level of customer satisfaction amid the Service and Manufacturing Medium Enterprises of Kamrup (Rural) and Kamrup (Metropolitan) Districts of Assam. Data was acquired by way of a survey of 600 customers belonging to 65 service-based and 77 manufacturing-based medium enterprises in both these districts using the convenience sampling technique. Descriptive research design was applied for gathering data from the sample subjects using a survey questionnaire. Descriptive statistics, independent sample t-test and One-way ANOVA was exercised for statistical analysis of data. Results specified that management should focus on the female customers. This could involve enhancing the quality of products and services provided to them. The manufacturing-based enterprises should enhance professionalism and technical competence while dealing with male customers. Customers' marital status also has a dynamic role in influencing their perception of satisfaction with the commitment in meeting their expectations.