Shujaat Ali

Degree

Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)

Year of Award

2015

Project Type

MBA Executive Research Project

Access Type

Restricted Access

Executive Summary

Textile industry in Pakistan is the most flourishing industries, being second to the human food requirements. In Pakistan, this industrial sector is playing an essential role It stages a significant role in the development of the economy of of GDP, foreign exchange, imports and exports, stocks and m gaming economy, our county in terms influences our value added industry, making it the largest growth factor in the manufacturing industrial sector. It contributes 9% in value addition to the GDP. 68% in exports and 46% in the manufacturing sector. Irrespective of the efforts that the Pakistani government is putting in to diversify textile exports, this industry still remains the backbone for the industrial activities of our country. Services play a pivotal in the trade and industrial growth of our country. It is the fastest and largest rising sector globally; contributing to trade and industry productivity and hiring more employees than in any other sector. Major factors contributing to the growth of the service industry is the privatization and development of customer service provision contributing towards our economy. The aim of this study is to gauge customer level of satisfaction, towards the technical services provided by SPGPrints and to find the best digital touch point to reach the customers. The foundation of this study is based on SERVQUAL model which is based upon five dimensions, namely; tangibility, reliability, responsiveness, assurance and empathy. This study aims to explore the relationship between factors of SPGPrints technical services amongst customers located in different cities of Pakistan (Karachi, Lahore and Faisalabad) and personals present at different managerial levels (Top, Middle and Lower level managements). The study was conducted in three sales promotion seminars organized by SPGPrints in Karachi, Faisalabad and Lahore on 24^'^' 26^'^ & 28"^ of August 2015. A sampl6 size of 76 individuals from the seminars conducted by SPGPrints in the three aforementioned cities of Pakistan were selected at random. Data analysis was conducted using SPSS (Statistical Package for Social Sciences) version 22.0 Results were gathered in terms of percentages and Chi-Square test. Cities and Level of Management were used as independent variables. At the conclusion of our study, the outcomes of the five dimensions of SERVQUAL model were observed to have a strong impact on the customers. In perspective of this study, numerous recommendations have been put forward to improve upon the technical service provision and selection of a digital touch point by which SPGPrints can reach its customers.

Pages

70

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