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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM67194
Volume:
10 |
9 |
Sep 2026
Pages:
1-6
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Department of Management Studies (MBA),
Visvesvaraya Technological University, Centre for Post Graduate Studies, Muddenahalli, Chikkaballapur, , Karnataka State, India,
Department of Management Studies (MBA),
Visvesvaraya Technological University, Centre for Post Graduate Studies, Muddenahalli, Chikkaballapur, , Karnataka State, India,
This study examines customer relationship management (CRM) and customer feedback practices at S. S. Super Foods Private Limited, a cattle-feed and agro-food processing company based in Chikkaballapur district, Karnataka. Using a descriptive research design, primary data were collected from 100 customers through a structured five-point Likert-scale questionnaire covering product quality, product availability and pricing, overall satisfaction, customer service, communication and feedback, and customer loyalty. Item-level analysis shows that all six dimensions received positive mean ratings above the theoretical midpoint of 3.0, with an overall composite mean of 3.79. Customer loyalty and communication/feedback responsiveness emerged as the strongest-performing areas – 85% of respondents indicated they would continue purchasing from the company, and 75–79% expressed willingness to recommend it and reported high overall satisfaction. Customer service, specifically complaint-resolution speed and consistency, emerged as the comparatively weaker dimension. The findings indicate a descriptive, pattern-based association between how the company manages customer relationships and feedback and the satisfaction and loyalty its customers report, consistent with Expectation–Disconfirmation Theory and CRM theory. The study concludes that formalizing a CRM system, tightening complaint-resolution timelines, and closing the feedback loop with customers are the most direct levers available to the company to improve retention and word-of-mouth advocacy.
KEYWORDS
This study examined customer relationship management and customer feedback practices at S. S. Super Foods Private Limited using a structured survey of 100 respondents across 24 items mapped to six dimensions. The evidence indicates that the company has achieved a strong overall level of customer satisfaction and loyalty, with particular strength in communication and responsiveness to feedback, and comparatively weaker (though still positive) performance in complaint resolution and pricing perception. The following conclusions are drawn: • Customer feedback practices and customer satisfaction move closely together at S. S. Super Foods, with strong continued-purchase intent (85%) and recommendation intent (approx. 75-79%) indicating that responsiveness to feedback is already a meaningful driver of loyalty. • Product quality, freshness, taste consistency, and food safety are consistently well-rated and should be maintained as core differentiators. • Customer Service – specifically complaint-resolution speed and quality – is the company's clearest improvement area and the most likely source of customer dissatisfaction if left unaddressed. • Pricing transparency and communication of value-for-money are secondary but meaningful areas where targeted improvement is likely to yield satisfaction gains. • Formalizing a CRM system with defined complaint-resolution service-level timelines, and closing the feedback loop by communicating changes made in response to customer input, are the most direct levers available to the company.’
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Publication Date
9/11/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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Conflict of Interest
The authors declare no conflict of interest related to this research work.
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