Customer loyalty of Super Thai Plastic Ltd.

Abstract

I have managed to work for “Super Thai Plastic Ltd (STPL)” as an intern (from May 2nd to August 1st, 2015). The purpose of this internship program was to gain practical knowledge of working in real corporate world. Working as intern for three months has provided me with massive knowledge and exposure to real life situations. During the internship period I had to prepare a report on customer loyalty of STPL. During this research I have gather immense knowledge about the company and also have learned a lot about real life work experience. From the analysis above, we can assume that STPL has a huge customer base and they have been holding on to a strong customer base over the past 15 years and more. From the analysis around 50% of STPL customers are satisfied with the quality, price, communication and replacements provided by STPL, 30 % approved that they are extremely satisfied with the product quality and services and 20% have neutral opinion about it. 20% of respondents believe that STPL focus on long term relationship with customers ahead of anything else. 60% respondents have or have been repurchasing from STPL over the years, 20% have revealed that they have a good chance of repurchasing or ordering. 10% have neutral opinion about repurchasing from STPL. From the analysis, we could also see that 50% of the customers are willing to recommend or refer to other firms. From a broader perspective of the analysis, it is very clear that the customer base and loyalty is highly appreciable and it would be even stronger if STPL can combine latest technology along with their superior customer loyalty and service to boost up their business through reduction and in price and fast delivery and production. STPL has always been renowned for quality and services since it started its operations in 1989. It has been serving clients all over that country, from major cities like Dhaka, Chittagong, Sylhet and many other districts and divisions of the country. The major problem that arises is lack of communication with parties operating outside Dhaka city. Sometimes problems regarding quality cannot be verified and replacements have to be provided based on faith. In this regard STPL should focus on improving communication through direct contact and regular visits with clients. Collection of payment and approach to clients is slightly casual. Regular payment period and collection approach should be discussed with clients to ensure working capital of the business and would reduce pressure of the procurement department. STPL must emphasize on updating machineries and technology to enhance their goodwill in the market. In order to ensure superior marketing, STPL must reduce their cost of production to maintain competitive prices and not rely totally on customer loyalty.