A Study on the Customer Satisfaction from Indian Coffee House – in Jabalpur City
Asian Resonance(P: ISSN No. 0976-8602 RNI No. UPENG/2012/42622
VOL.-III, ISSUE-III, JULY-2014 E: ISSN No. 2349-9443)
Abstract
Hitkarini College of Engineering and Technology, Hitkarini Hills, Dumna Road, Jabalpur, M.P.
With the historical globalization, liberalization and privatization in the country, the disposable income of the people in all the SEC‟s has increased. This increase in disposable income has increased the ease in the lifestyle of the people. Further ahead this has made an increase in the market of both product and service industries. Over the last decade it has been noticed that, the frequency of travelling and dining out, of people have increased manifolds. Snacking and munching sectors of food service industry has grown substantially. People have started enjoying the idea of eating outside in hotels, restaurants and food joints. In this entire process, the most sought after food joint in the area of Jabalpur is „ICH‟ i.e. the Indian Coffee House. There are various reasons why ICH is preferred over the other food points and this study focuses on the factors of customer / consumer satisfaction from ICH in Jabalpur. Jabalpur has seven Indian Coffee Houses of which one has a boarding hotel also. ICH in Jabalpur is the oldest restaurant in the organized sector. The research methodology consisted of two phases: first was the secondary data which initiated the study and helped in understanding the consumption trends of the people of Jabalpur with reference to various Indian food providers. Secondly, a primary market research with the consumers / customers was conducted which gave an insight into the operational details as well as the feedback on the reactions of the visitors. Data was also collected from the staff of the Indian Coffee House. The key findings included the details of the consumption pattern and the reaction of the consumers regarding their satisfaction level and comfort with ICH. It also includes the feedback on the other organized and unorganized food market.
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