An Analysis of Customer Orientation of ZAHEEN Knit Wears Ltd

Abstract

Successful organization needs to have a customer oriented business culture. Customer orientation has been identified as a cornerstone of the marketing theory and marketing management activities. It is an approach to sales and customer-relations in which staff focus on helping customers to meet their long-term needs and wants. A customer-oriented organization places customer satisfaction at the core of each of its business decisions. It is apparent in the marketing management area that there is a positive relationship between customer orientation and customer satisfaction and customer loyalty. The main purpose of preparing this report is to better understand the Marketing & Merchandising activities on customer orientation of Garments Industry (A Perspective of ZAHEEN Knit Wears Limited). Bangladesh is one of the largest readymade garments (RMG) exporters in the world. ZAHEEN Knit wears Ltd. is one of them. Commitment, Customer satisfaction, Integrity, Innovation & good environment are the core values of them. Beside Quality Service & Reliability is the main goal of ZAHEEN Knit Wears Limited & they are committed to their customers, workforces & society and at the same time are activated in transforming the Ready-made garments (RMG) industry of Bangladesh into future development & shape. For creating customer value with keeping mind of the commitment to the customers, they are expanding their factories, various advanced technologies & machineries. They are also involved in many CSR activities to increase customer loyalty, revenue, share of wallet, brand recognition, employee engagement, productivity and retention. In the case of customer satisfaction, they follow many criteria to understand the customer needs & requirements & then they match it with their quality because Maintaining Standard Quality is the top priority for their customer satisfaction. In addition, they have some objectives & strategy on after sales services for customer satisfaction, which have been highlighted in this report. Based on the study and practical experiences on merchandising department, several recommendations are provided which will be useful for the development of the company.