AN EMPIRICAL STUDY ON CUSTOMER SATISFACTION AND RETENTION IN PRINTING PRESS

MANAGEMENT

The study entitles an Empirical study on Customer satisfaction and retention in Printing press. The objective is to study the impact of Customer Satisfaction on Customer Retention and to determine the influence of demographic profile on customer satisfaction and customer retention in Printing Press.Research design used in this study is Descriptive in nature.Primary data is collected from structured Questionnaire with 50 respondents.The respondents were selected by using Convenience sampling technique. The collected data were classified tabulated and analyzed using the toolsRegression, independent samples t-test and anova- one way.From this study it is found that customer satisfaction is influencing the retention of customers and hence these customers are loyal and are frequent towards the printing press. There is a significant difference among the age level with respect to product and purchase satisfaction. The product has a liking towards the customers of age level between 36 to 45. The frequent customers have an annual income of 4 lakhs and above. To target the customers of the low income group the printing press has to spread a positive word of mouth and has to provide a price discount. From this study it has shown that the printing has a regular base for invitation cards compared to the other purposes such as visiting cards and letter heads.

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