Global Journal of Advanced Engineering Technologies, Vol3, Issue3-2014
CUSTOMER SATISFACTION IN SOFTWARE
INDUSTRY 1
Fatima Abogila Mohamed Matog, 2 Dr. Deva Raj Baduu
1
Research scholar, SamHigginbottom Institute of Agriculture and Technology and sciences, Allahabad, India.
2
Associate Professor &Head, Dept. of Marketing Sam higginbottom Institute of Agriculture and Technology and Sciences
Allahabad, India
Abstract: - Customer satisfaction in software industry is
the predominant topic to be discussed. There are several
products to market. Software products are with
international standards and should be served for national
and international clients. To market the software products
in the country the distinct qualities should be rendered to
the products and the products should be sold to the
customers. The software products should be developed to
meet the expectations of the customers and mixed with the
international quality standards. Customer is the king for
every business, who controls the business, wields life and
death power over the product of the manufacturer. Key
words: Marketing, Customer Satisfaction, Software
Products, Software service after sales. The customer
satisfaction is depended on many factors of the product
development. In this paper the customer satisfaction levels
and the objectives are discussed in detail. The thesis
consists of introduction to the customer satisfaction
definitions, objectives, limitations and need of the study.
The thesis has been developed by taking the products of
DennisCodd a business automation company. The products
analysis and the feedback on the products from the
customers have been taken into consideration.
Keywords: - Customer Satisfaction, Software products,
Quality parameters, requirement analysis.
I. INTRODUCTION
Customer satisfaction is playing a vital role in
promoting the product and experience the profit in the
business. In judging the customer satisfaction factors are
that businesses should consider: Increasing loyalty and
customer retention by just 5% can increase profits by 75%.
Most dissatisfied customers will reveal the problem for 9
other people. Only 4% of dissatisfied customers actually
complain to the company. Satisfied customers, on the other
hand, tell 5 to 6 other people about their positive
experience. Managing dissatisfaction, then, is a critical
consideration in planning a customer satisfaction. The
present investigation is to find the ways to get the customer
satisfaction in software industry. This has to be achieved
with the combination of key customer requirements as well
as the remarkable quality parameters specified by the
international quality standards. There is a substantial body
of empirical literature that establishes the benefits of
customer satisfaction for firms. This should be different
ISSN: 2277-6370
and add to the basic entities of business like marketing,
sales, service after sales.
II. BACKGROUND
Customer satisfaction is regarded as the most
predominant for any business. Customer satisfaction leads
to set up the standards needed for growth of the business.
The competition in software industry is very high and
filled with neck to neck competition. Predicting customer
satisfaction in the field of software is key point. This has to
be addressed and find the possible innovative solutions to
achieve the customer satisfaction in the field of software
products. To attain Customer-oriented business philosophy
the company has to follow customer-focus, customer
centrism, relationship marketing and other necessary
customer centric fundamental concepts. The important
business improvement factor has to be defined along with
the quality parameters of international standards of
software industry.
III. RESEARCH HYPOTHESIS
Customer Satisfaction can be measurable with
scientific research methods. Especially to measure the
satisfaction of the customer related to software industry has
to be identified and declared in this paper. The research
Hypothesis of this paper is to find the most suitable
customer satisfaction factors for the customers who have
purchased the software.
Research Hypothesis one is to understand the key
relationship factors to improve the customer satisfaction to
maximize profits.
Research Hypothesis two is to find the quality
parameters of software industry which gives ultimate
quality and utility to the customers.
The final Hypothesis of the paper is combining the
customers requirements with quality parameters to
achieve highest customer satisfaction in software industry.
IV. RESEARCH METHODOLOGY
The research methodology to develop the thesis on
customer satisfaction in software industry, various books
on customer satisfaction, Research articles and previous
research works done by predominant authors have been
collected. The Secondary data has been developed from the
company financial statements, facts and figures collection
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Global Journal of Advanced Engineering Technologies, Vol3, Issue3-2014 ISSN: 2277-6370

from the customer surveys with direct interaction. The TABLE 1

numbers of products are limited and the customers for the
products are in hundreds. To do the survey on the products Goal Area/Factor Metrics:
satisfaction one hundred customers have been taken into
Consideration. The sampling has been done only on one 20% increase Customer Satisfaction
hundred customers. The feedback has been analyzed and in satisfying Satisfaction: (score) with
kept in the results chapter. The research methodology is customer project, product,
rich with quantitative research, qualitative research and needs meet need; process, people
experimental research methods have been used to develop
the thesis. Qualitative research methods have given the No. of prototype
confidence in
data for concept building; quantitative research methods releases -
product;
have been used to get the data related to the customers planned, actual
feedback through the questioners and web feedback. The
experimental research method has helped to get the confidence in
process/people Number of the
answers from the customers with a great tactics in
original
experimental model. Customer satisfaction measurement
Product satisfied/unsatisf
methods have been investigated and applied in this thesis
ied requirements
implementation and practically experimented on the Effectiveness:
customers. The results have been depicted in this project
thesis. The results evaluation and finding the facts related Number of
product
to the project aim and objectives have been fulfilled with requirements
quality
the help of action research methods. changed
claimed;
Research methodology is predominantly good in
this research work to reveal the innovative concepts of demonstration Number of
customer satisfaction in relation with the software industry. requirements
of quality
The research methodology has been applied on the quality priority changes
parameters of software industry. The research
methodology has revealed the customer satisfaction No of evolutions
parameters, customer behavior and customer centric of requirements
objectives. The research methodology focused on the No change in Project Time spent in
customer surveys also. Customer feedback and surveys are costs of efficiency: customer
key points and milestones for getting accurate. While requirements interactions
investigating the facts about the customer satisfaction, activity process
three methods are predominant. These are customer definition; Number of
characteristics, Time availability, and cost. These three customer
make the organization to identify the customer satisfaction interactions
factors. These facts have revealed from thousands of process cost;
surveys. The methods for surveys are through comment
cards, telephone surveys, mail based survey, focus groups, people impact Time spent
group interviews and finally contact between customer and demonstrating
employees. models/prototyp
es
V. RESULTS AND INTERPRETATIONS 15% decrease Project Number of
in problems efficiency: requirements
due to poor not satisfied
requirements requirement
Analysis of data is a process of inspecting,
understanding defects; Effort spent
cleaning, transforming, and modeling data with the goal of
discovering useful information, suggesting conclusions, satisfying
and supporting decision making. Data analysis has multiple people incorrect
facets and approaches, encompassing diverse techniques interaction; requirements
under a variety of names, in different business, science,
and social science domains. process cost
impact

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Global Journal of Advanced Engineering Technologies, Vol3, Issue3-2014 ISSN: 2277-6370

TABLE 2 Experiment 3 There was good buy-in by the

Experiment Main Results: development team
Applying and There were high levels of user
Experiment 1 Successive levels of measuring involvement
tailoring are involved - the impact of There was a high level of user
Defining, they are difficult to clearly the new satisfaction with the final
tailoring and define customer- product
introducing the The DSDM based oriented The users sometimes resented
customer- customer oriented DennisCodd the demands on their time
oriented process. framework is loosely' process: The team emphasis on
defined and requires development of product means
further refinement and CMM documentation/testing suffers
instantiation to be Assessment unless control exercised; this
employable Tool Project may be a problem for longer
The new DSDM based term customer satisfaction
process does not fit easily Any organization and culture
with existing Quality changes are non-trivial
Systems It was difficult to control and
Detailed DSDM based plan prototyping
processes cannot be fully It was difficult to monitor project
prescribed due to the progress with traditional
highly iterative processes management techniques
involved that is The development team was not
dependent on actual used to empowerment and they
product development tended to perceive a lack of
progress direction and management
Detailed project planning
cannot be achieved: plans Experiment 4 It is difficult to compare results with
need to stay at a high traditional methods due to non-
level or they will lag equivalence with stages in water fall
behind the actual Comparing the
and variants.
new customer-
development Customer surveys provided evidence
oriented
of improved satisfaction
DennisCodd
Experiment 2 The DENNISCODD process was found
The pragmatic use of principles process with
to be more efficient than traditional
leads to a fit for purpose the existing
methods in terms of required
Applying and product traditional
functionality achieved for developer
High level user requirements are development
measuring effort
difficult to resolve and manage process.
the impact of If the development had followed the
the new contractually existing traditional process, that may
customer- The use of prototyping have led to the development of an
oriented techniques are very effective altogether different tool, not taking
process: The contract requirements would into account real business need
Requirement The longer term customer
not have been met if traditional
Tool Project satisfaction advantages are more
processes used difficult to assess
The DENNISCODD process developed
products may be more difficult to
maintain and evolve

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ngineering Technologies, Vol3, Issue3-2014
Issue3 ISSN: 2277-6370

TABLE 3 has given best results from the customers of a software

company.
YEAR 2007- 2008- 2009- 2010- 2011- 2011- 2013-
2008 2009 2010 2011 2012 2013 2014
a) Excellent b) Good c) Average d)
d should be improved.
SALES 14 16 19 23 45 69 105
Feedback Excellent Good Average Should
be
improved

200 No of 50 30 15 5
SALES
customers

0
SALES

No of customers
Excellent

Both behavioral marketing and multichannel marketing

have positive business impact. Mature behavioral Good
marketers in B2B companies reported 42 percent of their
sales pipelines as marketing sourced, while their B2C Average
counterparts reported 47 percent. Both of these
th are
significantly higher than average 35 percent and 41
percent, respectively. 3) Does the company service after sales to your product
Question: 1) What are the products and how many maintenance? Please rate the service.
numbers of customers have been taken into account for
making the customer satisfaction survey? a) Excellent b) good c) Average d) Should be improved

TABLE 4 Feedback Excellent Good Average Should

be
Name of improved
College Hospital Used Car Super
the
Automation Management Showroom Market
Product No of 48 29 16 7
No of customers
20 25 25 30
Customers

Customer Satisfaction factors

No of customers

48
29
16
7

2) Does the project give you full pledged satisfaction in

serving your needs? Please rate our product. The results
have to be chosen from the following options. The survey

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Issue3 ISSN: 2277-6370

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