1

CHAPTER I
INTRODUCTION
1.1. Background of the Study:
Customers are the focus of marketing a force the modern marketing concept spells out the real
significance of buying behavior. All elements of marketing mix are highly integrated with one
another. They are seen through the eyes of the consumers and are coordinated, so as to product
the best benefits and optimum satisfaction foe the customers. As on today, companies are playing
a tough competition. The customers have a wide choice of brand to select from in order to have a
wide choice of competition. The companies have to do a better job of meeting and satisfying
customer’s needs and then their competitions. The automobile motors and marketer are also no
expectations from this scenario.

Customer satisfaction research is the one and only measure to determine customer loyalty. In
fact, a customer satisfaction score is nothing more than a snapshot of how customers feel about
products, service or brand, at a given point in time. Tomorrow is another day and they may
change their mind if one of competitors offers a better deal. If the bribe or incentive is big
enough, even satisfied customers will abandon brand in droves. The reason for this is that merely
being satisfied, or even very satisfied, is a rational state of mind – there is little or no emotion
attached to that mind set. So any customer loyalty assumed from their level of satisfaction alone
would be misplaced.Customer satisfaction, therefore, should not be confused with customer
loyalty.

Customers are loyal because they are emotionally attached to news; a bribe by a competitor in
the form of a better offer or a single upset in the service delivery may well be the cause for an
otherwise satisfied customer to abandon news, whereas a loyal customer is rock solid and has the
emotional capacity to see beyond the upset and continue his unwavering support for
news.A newspaper is a serial publication containing news about current events, other
informative articles about politics, sports, arts, and so on, and advertising. A newspaper is
usually, but not exclusively, printed on relatively inexpensive, low-grade paper such
as newsprint.
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1.2 Profile of Sajha bisauni Daily

Sajhabisauni Daily is one of the reputed newspapers in Surkhet district. Sajhabisauni daily is first
published daily paper from Surkhet District. Sajhabisauni Daily is second most printed
newspaper among other eleven daily newspapers in Surkhet. This newspaper regularly focuses
on local issues and current issues of Surkhet district. It also publishes the voice of marginalized
people of Surkhet. Sajhabisauni has one publisher and editor, one executive editor. It has also
one computer person, one reporter, one marketing person. Sajhabisauni Daily is listed as the
'Regional A' newspaper which is published by Nepal Press Council.

1.3. Objectives of the Study

The general objectives of the study in partial fulfillment of the requirements for the Degree of
Bachelor of Business studies (BBS). The specific objectives of the study are as follows:
• To analyze the management efficiency of Sajhabisauni Daily on the view of customers
prospective.
• To compare the changes in satisfaction level of customer of Sajhabisauni Daily between
previous year and this year.
• To analyze the customers reading habit of Sajhabisauni Daily.

1.4. Rationale of the Study

Customer satisfaction is so powerful primarily because it enables organization to communicate
directly with customers about their needs - assuring that the quality standards organization
establish reflect the ''voice of the customer'' - and not just the company line.

The major significance of the study of customer satisfaction are as follows:

• Learn about Newspapers' strengths and weaknesses.
• Determine strengths and weaknesses relative to competitors.
• Allocate resources for optimal impact and satisfaction.
• Indicate seriousness about improving the quality of products and services to both
employees and customers.
 3

• Gain additional insight into the sources of dissatisfaction and areas requiring
improvement.
• Provide a system for informing management of problems or situations requiring
immediate attention.

1.5 Review of Literature

Healy (2001) study identified a number of logistical factors that customers would like to see
addressed in order to increase their satisfaction with the service received. These included
improved parking and increased availability of access. However, M.P Khan (2012) makes the
argument that these ‘hygiene’ factors do not correlate strongly with satisfaction and that, while
they can lead to dissatisfaction if not well performed, they contribute relatively little to positive
customer satisfaction. Noble’s (2010) findings broadly support this. However, she did find that
the length of time between engaging with the program and the date of the appointment did affect
customer satisfaction.
Deese (2002) compared customer satisfaction with career services delivered in community
colleges with those that were delivered in employment centers. She found that customers rated
their experience within community colleges as significantly better than their experience in the
employment centers. This was despite the fact that essentially the same service was being
delivered. Although this finding is not necessarily directly transferable to the National Careers
Service it is interesting to consider
Customer satisfaction has been a popular topic in marketing practice and academic research
since Cardozo's (1965) initial study of customer effort, expectations and satisfaction. Despite
many attempts to measure and explain customer satisfaction, there still does not appear to be a
consensus regarding its definition.
Customer satisfaction is typically defined as a post consumption evaluative judgment concerning
a specific product or service. The theory was developed by Oliver, who proposed that
satisfaction level is a result of the difference between expected and perceived performance.
Satisfaction occurs when product or service is better than expected. On the other hand, a
performance worse than expected results is dissatisfaction. Studies show that customer
satisfaction may have direct and indirect impact on business results.
 4

Luo and Homburg (2007) concluded that customer satisfaction positively affects business
profitability. According to these findings, customer satisfaction increases customer loyalty,
influences repurchase intentions and leads to positive word-of-mouth. Given the vital role of
customer satisfaction, it is not surprising that a variety of research has been devoted to
investigating the determinants of satisfaction. Satisfaction can be determined by subjective and
objective factors. Applying to the hospitality industry, there have been numerous studies that
examine attributes that travelers may find
Hanif, Hafez &Riaz (2010) found that Customer satisfaction is an evaluation of difference
between prior expectations about productand its actual performance. Customer satisfaction is
how customers react towards the state ofsatisfaction, and how customers judge the satisfaction
level.
According to Khayyat&Heshmati (2012), Customer satisfaction is the reaction of
customer toward state of the fulfillment and judgment ofcustomer about that fulfilled
state.Customer satisfaction is the expectation before consuming a product regarding quality or it
is a pre-consumption judgment or expectation.
Noble (2010) found that total time was weakly correlated with satisfaction. Satisfaction is an
outcome of purchase in which consumer compare cost and rewards with theanticipated
consequences.
Bowen& Chen (2001) focused that there is always a positive relationship between customer
satisfaction and profit maximization ofan organization.No one is important than customers and
their satisfaction isthe ultimate objective through improvement in services in terms of
competitiveness and it savesfuture revenue plus it becomes the cause of cost reduction in future.
Customer satisfaction is the perceived feeling of a customer for which he or she has set standards
if his expectations match with the standard he is satisfied.
Mccalling (2010) found that there is a significant effect of customer satisfaction on the
performance of business and throughcustomer satisfaction returns of shareholders can be
increased and value of any business can be maximized. Customer satisfaction with offices is
resolved not just by specialized execution; additionally by amultifaceted set of trade
methodologies, for example, powerful correspondence andadministration of desires.
 5

1.6. Research Methods

1.6.1 Research Design
Regarding the issue of customer satisfaction, the research will be based on the descriptive
research design because the study will focus on detail investigate about the different level of
customer satisfaction.
Generally, there are two types of research; Quantitative research and Qualitative research.
This research is Quantitative research. In natural sciences and social sciences, quantitative
research is the systematic experiential investigation of observable phenomena via statistical,
mathematical or computational techniques. The objectives of quantitative research are to develop
and employ mathematical models, theories and hypothesis pertaining to phenomena. The process
of measurement is central to quantitative research because it provides the fundamental
connection between empirical observation and mathematical expression of quantitative
relationships. Quantitative data is any data that is in numerical form such as statistics,
percentages etc. The researcher analyzes the data with the help of statistics. The researcher is
hoping the numbers will yield an unbiased result that can be generalized to some larger
population.
This research is quantitative research.

1.6.2 Population and Sample

In Surkhet district, these are the some newspaper are published:
• Sajhabisauni Daily
• Yugaabhan Daily
• Lokmanch Daily
• HamroAkhabar Daily
• Hamro New Nepal Daily
• Sky News Daily
Among them, for research on the customer satisfaction, Researcher selects the Sajhabisauni
Daily as sample.
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1.6.3 Types of Data

The information or facts collected through record, observation and measurement is known as
data. The first work of research is data collection. Mainly data are classified as primary and
secondary which classifications are described below:
• Primary data
Data that has been collected by the researcher himself/herself as per the objective of the research
is known as primary data. Such data are originally collected by the researcher and field work is
required to generation primary data. Primary data can be generated through administration of
questionnaire, telephone contact, observation, group discussion, interview, etc.
• Secondary Data
If a researcher uses the data developed by others in the past for their own purpose is known as
secondary data. Secondary data can be obtained from published and unpublished resources.
Those data which are published by other organizations in the form of reports and publications
like government reports, and publications reports of NGOS and INGOS, reports of private
organizations. But in this project report, researcher will use primary data only.
1.6.4 Data Collection Procedure
The data were mainly collected from the two sources. In this research, we use secondary data
only. Secondary data were collected with the help of annual reports of the bank, articles,
brochure etc.
• Primary Sources of Data
Primary data are first had data obtained directly at source. Primary data can be collected through
questionnaire, observation, experiments and interview. Primary data can be obtained through
direct interview with management groups and staff. In this research, Primary data has been used.
• Secondary sources of Data
Secondary data can be like brochures, publications, magazine and websites. For the preparation
of this report, secondary data has been used. Some of the secondary data obtained from the
management which is used are annual report of five years, newsletter and website.
The sources of data on this project report are primary sources.
 7

1.6.5 Techniques of Analysis

The study was used questionnaire, interview and observation methods. Primary information will
be acquired through filling questionnaire. Interview with the staff of agencies which is working
in the field of UPRP will be another method for conducting of study. Secondary data was
acquired from different reports, documents and websites.
The primary data was collected from questionnaire survey. Group Discussion (GD), interview,
observation, and interview with the respondents, case study was the method of data collection on
the basis of questionnaire. To verify the primary data secondary data was also be studied and can
be acquired from different reports published and unpublished documents, presentations, from
individuals, experts and organization related to environment and related websites.
Structured questionnaire was prepared to generate primary data from the study area. The
researcher was asked question to the respondents and answer was filled up to collect the required
data by researcher.
The data was generated from field visit and observation method Questioner filling, field visit in
the study sample area and interviewed with the customers who currently are customers of
Sajhabisauni Daily.
Such data are analyzed and interpreted using statistical, econometric and mathematical
techniques which known as data analysis. First of all, raw data are to be arranged in a systemic
order and they could be analyzed using various statistical tolls so as to reach the conclusion.
The collected data will be analyzed by the use of statistical tools with the help of MS excel. The
tools are used in the data presentation and analysis of this project report as follows:
• Tabulation method
• Percentage method
• Ratios
• Pie Chart
• Bar Diagram
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1.7. Limitations of the Study

The researcher maintains the following limitations during the research period.

• This research focused on the Study of Customers Satisfaction of Sajhabisauni Daily only.
• This research based on primary data collection especially questioner method only.
• This research took 40 respondents only.
 9

CHAPTER II

RESULTS AND ANALYSIS

2.1 Data Presentation and Analysis

2.1.1 Customer Attraction with Management
Customer satisfaction is a part of customer’s experience that exposes a supplier’s behavior on
customer’s expectation. It also depends on how efficiently it is managed and how promptly
services are provided. This satisfaction could be related to various business aspects like
marketing, product manufacturing, engineering, quality of products and services, responses
customer’s problems and queries, completion of project, post delivery services, complaint
management etc. The Customer satisfaction of Sajhabisauni Daily is present as follows:

Table No. 1 :
Attraction with Management of Newspaper
Satisfaction Person Percentage

Yes 27 67%

No 13 33%

Total 40 100 %

Source: Filed Survey,2025

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Fig. 1
Attraction with Management

33%
Yes No

68%

In the case of Sajhabisauni Daily, 67% persons among 40 customers are satisfied with
management of this newspaper and 33% people among 40 persons are not satisfied with
management of this newspaper. It shows that, many customer of Sajhabisauni Daily are satisfied
with management of Sajhabisauni Daily.

2.1.2Complained against service of Newspaper

When a customer makes a complaint, he or she is voicing a concern in relation to product or
service. However, not all complaints are to be treated equally and there are several questions to
ask before take action. And there’s no better way to collect direct feedback from customers and
improve product or service. However, the way you handle a complaint is the difference between
keeping a customer and losing one. The complained against service of management of
Sajhabisauni Daily can present as follows:

Table No. 2 :Complained against service of Newspaper

Complain Person Percentage
Yes 15 37%
No 25 63%
Total 40 100%
Source: Field Work Survey, 2025
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Fig. 2
Complained against service of Newspaper

70%
60%
50%
40% Series1
30% 63%
20% 38%
10%
0%
Yes No

In the case of Sajhabisauni Daily, 37% persons among 40 customers are complained against
service of newspaper and63 % customers among40 persons are not complained against of
newspaper.It shows that, many customer of Sajhabisauni Daily are not complained against
service of newspaper.

2.1.3Addressing the Complain

Complaints are an important way for the management of an organization to be accountable to the
public, as well as providing valuable prompts to review organizational performance and the
conduct of customers that work within and for it. A complaint is an expression of dissatisfaction
made to or about an organization, related to its products, services, staff or the handling of a
complaint, where a response or resolution is explicitly or implicitly expected or legally required.
The addressing of complain by management of Sajhabisauni Daily can present this way:

Table No. 3 :
Addressing the Complaint by Management of Newspaper
Address Person Percentage
Yes 22 55%
No 18 45%
Total 40 100%
Source: Field Survey, 2025
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Fig. 3
Addressing the Complain
100%
90%
80%
70%
60% Serie
50% 55% 45% s1
40%
30%
20%
10%
0%
Yes No

In the case of Sajhabisauni Daily, 55% persons among 40 customers told that their complain
would address and 45% customers among 40 persons told that their complaint would not be
addressed. It shows that, many customer’s complains with management of Sajhabisauni
Dailyare addressed.

2.1.4 Strong Points of Sajhabisauni Daily

Strong point is a capital, knowledge, skill, or other advantage that a firm has or can acquire over
its competitors in meeting the needs of its customers. According to some, customer satisfaction is
more important in the current marketplace than ever before. In the past, businesses relied on
technology and product innovation for competitive advantage. With global competition,
relentless technological advances, and over-consolidated, standardized chains, companies now
battle for differentiation through customer service. Big business attitude must give way to a
small business mentality where front-line associates treat customers with dignity.The strong
points of Sajhabisauni Daily can be present as follows:
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Table No. 4 :Strong Points of Sajhabisauni Daily

Strong Point Person Percentage

It cares its Customers 18 45%

It monitors its service. 7 18%

The human resources are responsible towards Customers. 10 25%

It provides timely services. 5 13%

Total 40 100%

Source: Field Survey, 2025

Fig. 4:Strong Points of Sajhabisauni Daily

It cares its Customers

13%
45% It monitors its service.
25%

18% The human resources is

responsible towards Customers.
It provides timely services.

In the case of Sajhabisauni Daily, 45% persons among 40 customers told that strong point of
Sajhabisauni Daily is caring the customer,17% told that monitoring the services is strong point of
 14

Sajhabisauni, 25% told that the human resources is responsible towards customers is strong point
of Sajhabisauni and 13% customers among 40 persons told that Sajhabisauni provides timely
services. It shows that, the main strong point of Sajhabisauni Dailyis it cares customers

2.1.5 Weak Point of Sajhabisauni Daily

A weakness is the internal attributes resources that work against a successful outcome.
Weaknesses stop an organization from performing at its optimum level.
They are areas where the business needs to improve to remain competitive: things like higher-
than-industry average turnover, high levels of debt, an inadequate supply chain or lack of capital.
The weak point of Sajhabisauni Daily can be present as follows:

Table No. 5 :Weak Points of Sajhabisauni Daily

Weak Point Person Percentage

It delays the services. 3 8%

Management system is poor. 10 25%

The customers get low preference. 12 30%

It doesn't care the Customers. 15 38%

Total 40 100%

Source: Field Survey, 2025

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Fig. 5:Weak Points of Sajhabisauni Daily

7% It delays the services.

Management system is poor.

38% 25%

The customer get low

preference.

It doesn't care the Customers.

30%

In the case of Sajhabisauni Daily, 8% persons among 40 customers told the weak point of
Sajhabisauni Daily is it delays the services, 25% told that poor management system is weak point
of Sajhabisauni Daily, 30% told that the customer get low preference is weak point of
Sajhabisauni and 38% customers among 40 persons told that Sajhabisauni doesn’t care the
Customers. It shows that, the main weak point of Sajhabisauni Daily is that the customer gets
low preference.
 16

2.1.6 Challenges of Sajhabisauni Daily

Table 6 :Challenges of Sajhabisauni Daily

Challenges Person Percentage

Customers are not satisfied and they want to leave the

11 28%
customer membership of Newpaper.

Available human resources are not responsible to the

29 73%
customers.

Total 40 100%

Source: Field Work Survey, 2025

Fig. 6: Challenges of Sajhabisauni Daily

28%
Customers are not satisfied
and they want to leave the
membership.
Avilable human resources is
73% not responsible to the
customers.

In the case of Sajhabisauni Daily, 28% persons among 40 customers shows that the main
challenges of the Sajhabisauni Daily is customers are not satisfied and they want to leave the
customer membership of Sajhabisauni Daily and 72% customers among 40 customers shows
that the main challenges of the organizations available human resources is not responsible to the
customers. It shows that, the main challenges point of Sajhabisauni Daily is that available human
resources is not responsible to the customers.
 17

2.1.7Difference between Existing and previous year service

Table 7 :Difference between Existing and Previous year

Difference in service Person Percentage

The technology has been improved and Service quality has been
8 20%
enhanced.

There is no difference. 12 30%

The customers' number is decreased. 11 28%

Its fame has been decreased. 9 23%

Total 40 100%

Source: Field Work Survey, 2025

Fig.7:Difference between Existing and previous year service

The technology has been improved

and Service quality has been
23% 20% enhanced.
There is no differnce.

29% 30%
The customers number is
decreased.

In the case of Sajhabisauni Daily, 20% persons among 40 customers found that the technology
has been improved and service quality has been enhanced, 30% found that there is no difference
in existing and previous year service, 28% found that the customers number is decreased and
22% customers among 40 customers suggest that its fame has been decreased. It shows that, the
main difference in existing and previous year service is there is no difference.
 18

2.2. Major Findings

After the summary, the study has drawn in the following findings:
• In the case of Sajhabisauni Daily, 67% persons among 40 customers are satisfied with
management of this newspaper and 33% persons among 40 persons are not satisfied with
management of this newspaper. It shows that, many customer of Sajhabisauni Daily are
satisfied with management of Sajhabisauni Daily.
• In the case of Sajhabisauni Daily, 37% persons among 40 customers are complained
against service of newspaper and 63 % customers among 40 persons are not complained
against of newspaper. It shows that, many customer of Sajhabisauni Daily are not
complained against service of newspaper.
• In the case of Sajhabisauni Daily, 55% persons among 40 customers told that their
complain would address and 45% customers among 40 persons told that their complaint
would not be addressed. It shows that, many customer’s complains with management of
Sajhabisauni Daily are addressed.
• In the case of Sajhabisauni Daily, 45% persons among 40 customers told that strong point
of Sajhabisauni Daily is caring the customer,17% told that monitoring the services is
strong point of Sajhabisauni, 25% told that the human resources is responsible towards
customers is strong point of Sajhabisauni and 13% customers among 40 persons told that
Sajhabisauni provides timely services. It shows that, the main strong point of
Sajhabisauni Daily is it cares customers.
• In the case of Sajhabisauni Daily, 8% persons among 40 customers told the weak point of
Sajhabisauni Daily is it delays the services, 25% told that poor management system is
weak point of Sajhabisauni Daily, 30% told that the customer get low preference is weak
point of Sajhabisauni and 38% customers among 40 persons told that Sajhabisauni
doesn’t care the Customers. It shows that, the main weak point of Sajhabisauni Daily is
that the customer gets low preference.
• In the case of Sajhabisauni Daily, 28% persons among 40 customers shows that the main
challenges of the Sajhabisauni Daily is customers are not satisfied and they want to leave
the customer membership of Sajhabisauni Daily and 72% customers among 40
customers shows that the main challenges of the organizations available human resources
 19

is not responsible to the customers. It shows that, the main challenges point of
Sajhabisauni Daily is that available human resources is not responsible to the customers.
• In the case of Sajhabisauni Daily, 20% persons among 40 customers found that the
technology has been improved and service quality has been enhanced, 30% found that
there is no difference in existing and previous year service, 28% found that the customers
number is decreased and 22% customers among 40 customers suggest that its fame has
been decreased. It shows that, the main difference in existing and previous year service is
there is no difference.
 20

CHAPTER III:
SUMMARY AND CONCLUSION
3.1. Summary
According to some, customer satisfaction is more important in the current marketplace than ever
before. In the past, businesses relied on technology and product innovation for competitive
advantage. With global competition, relentless technological advances, and over-consolidated,
standardized chains, companies now battle for differentiation through customer service. Big
business attitude must give way to a small business mentality where front-line associates treat
customers with dignity.Maintaining customer satisfaction is hard work. Customer satisfaction is
the positive emotional state reached by a customer after purchasing a product or service. A
customer is satisfied when they feel they have received at least as much from a buying
experience as the effort they put in, and when they reach the conclusion that their buying
experience was as good as they believed it would be.Customers complain when they’re unhappy.
But how much they complain, and who they complain to vary by product, price, and
industry.Loyal customers are those who purchase from organization repeatedly, and they are
generally considered an asset to organization. Ideally, a loyal customer will continue to purchase
from same organization even in the face of certain challenges, such as cheaper prices offered by
other organization. Truly loyal customers will continue to buy from same organization even after
a customer service failure where their expectations are not met and they have a negative
experience, such as a service not provided as specified, a broken product, or a delayed delivery.

3.2. Conclusion
It is clear that customer satisfaction in today’s dynamic corporate environment is very essential.
On the other hand dissatisfaction has been seen as a primary reason for customers’ intentions to
switch. Dissatisfied customers are more likely to tell almost ten people their unfortunate
experiences with a particular organization.
Customer satisfaction highly influences customers’ repurchase intentions. Satisfied customers
are most likely to share their experiences with other four or six people around them. Newspaper
must be able to build and maintain long lasting relationships with customers through satisfying
various customer needs and demands which eventually motivates them to continue to do
 21

business with the organization on on-going basis.Although many researchers have been
conducted in the customer service field, still more studies newspaper must continue to conduct in
order to meet the changes in the media sector.
These are the some recommendations toward SajhabisauniDaily:
• New technologies must be incorporated as a factor to measure service quality in future
researches.
• Treat customers like they are heart of organization
• Learn how to survey organization’s customers the right way
• Strong relationship is the best channel to increase customer satisfaction
• Increase customer satisfaction by focusing on the customer experience.
 22

REFERENCES

Adhikari&Pande D.(2073) Business Research Methods. Kathmandu: Asmita Publications

Barsky, J.D. & Labagh, R.. A strategy for customer satisfaction.

Bitner, M.J., & Hubbert, A.R. ''Encounter Satisfaction versus Overall Satisfaction Versus

Quality.''

Cardozo, R.N (2013). An experimental study of customer effort, expectation and satisfaction.

Cardozos C.D (1965), '' Customer effort, expectations and satisfaction''

Luo and Homburg (2007).''

Healy H.K (2001), ''Examining the structural relationships of destination image, tourist

satisfaction and destination loyalty: An integrated approach''

Philip Khotler, (1980), 'Customer satisfaction and feeling''

 23

APPENDICES
Questionnaire
1. How long have you been a customer of Sajha bisauni Daily?
a) Since 5 Years
b) Since 10 Years
c) Since 15 Years
d) Since 20 Years
2. Are you satisfied with the management system of Sajhabisauni Daily?
a) Yes
b) No
3. Have you ever complained against service of Sajhabisauni Daily?
a) Yes
b) No
4. What was your complaint?
a) About poor service
b) About delay service
c) About negligence
d) About mismanagement
5. Did they address your complain?
a) Yes
b) No
6. What are strong points of the Sajhabisauni Daily?
a) It cares its customers
b) It monitors its services
c) The human resource is responsible towards customers
d) It provides timely services
7. What are the weak points of Sajhabisauni Daily?
a) It delays the services
b) Management system is poor
c) The customers get low preference
 24

d) It doesn’t care the customers

8. What suggestions do you want to give it?
a) Management system should be improved
b) Customer’s intention should be calculated
c) Monitoring and evaluation process should be handled
d) Human resource should be trained
9. What are the major challenges of this company?
a) Customers are not satisfied and they want to leave the membership
b) Available human resource is not responsible to the customers

10. What is the difference between existing and the previous years’ service?
a) The technology has been improved and service quality has been enhanced
b) There is no difference
c) The customers’ number is decreased
d) Its fame has been increased