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TRANSCRIPT
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CHAPTER 1
Problem Definition
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1.1 Background of the Research
The Better Client Service provides a forum for businesses to self report their experiences with
Client transactions as well as search for Client ratings given by other businesses. By doing
this, businesses are able to build a store of information regarding how specific Clients have
performed compared to their business commitments. This effort is collaboration between
businesses to better inform themselves of Client behaviors both positive and negative. Their
Clients have been able to reduce their risks for decades through their access to The Better
Business Bureau. Now, the better Client Service gives a ad firm an even greater ability to
help protect themselves from Clients with poor intentions.
It is the opinion of the better Client Service that all Clients are not equal. Many businesses
have contracted to work with a Client in good faith to find that the Client's expectations or
intentions are not what they have represented. Many businesses end up wishing that they had
never agreed to work with a Client once the work has started. Determining this after
significant time or money has been invested, is a poor way of doing business that leads to lost
profits and much frustration.
1.2 Problem Statement
Before purchasing any product customers think about the product or service quality and price
of the product or service. When the customer decides to purchase a product they want to pay
minimum amount of money for getting maximum benefit of product or service. Price is
focused that how much benefit customer will get from buying the product or service. Thats
why company sets the price on customers expectation and value of the product or service.
But some times customers expectations and price of the product or service do not match. The
reasons are given below:
If the customers are not aware
If the product or services are not available to customer
If competitor provides same product or service at a low price
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High prices but low benefit
No differences from same industrys product or service
To set the price one has to know about the classes of target group, target area, Client income
level and collect information about their buying behaviors. Know about the competitors
pricing policy and their product or service quality. To stay in a batter position in competitive
market, organizations have to know and consider about some factors. Like- changes in
political and economical condition of the country, culture and rituals, competitors selling
process etc. Company has to gather knowledge about these factors before setting the price.
Sometimes customer may face problem in term of communication with his vendor. The firm
may not aware about the matter.
To attain customer satisfaction & fixing price with the client demand it is difficult to maintain
the quality of the products.
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CHAPTER 2
Introduction
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2.1 Introduction
Advertising is the promotion of a product or service and is extremely pervasive in
contemporary society. To maximize sales, companies will pay a premium for wide exposure
through the mass media. Advertising space is common, but not restricted to these realms;
billboards, public transportation, movies (product placement), schools, clothing, even
bathroom stalls carry ads and the industry are constantly finding new ways to advertise. The
United States has the largest advertising market, accounting for half of the world's advertising
expenditures. Japan holds a secure second place over Germany and the United Kingdom butstill at less than one fifth of the U.S. total. In Bangladesh there are some advertising firms
which are doing well in their respective fields. They have continued to come up with a
constant performance over the years. These advertising firms not only show their
performance in case of advertising but also they have explored areas such as Event.
Spellbound founded in 2008, to make a distinction mainly in the field of graphic design &
printing. Spellbound is one of the most respected law firms in the nation. Spellbound
provides legal advice to mostly corporate clients. Spellbound is young but experienced. With
a short time Spellbound is fully flourished as a communication & advertising agency in
bangladesh.
Spellbound has their own in-house, multi-general creative staff hub that includes full-time
copy writers, designers & marketing specialists. Spellbound have multiple people on hand
with different styles to provide our clients with more choices & better execution of their plans
in areas of concept development & design, printing, production, advertising & event
management.
Currently, Spellbound is working from its 4000 square feet corporate head-office located at
Banani in Dhaka. The company is operating all its activities with 48 permanent office
employees. Spellbound view their relationship with their clients as a partnership truly care
about the business.
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Spellound is now the more growing marketing communication agency servicing a long list of
satisfaction. It helps entrepreneurs to expand their markets by integrating new technologies
with traditional media. Spellbound has five wings including Communication, Events,
Printing, Tour & Wedding. The company is a collaboration of a group of young entrepreneurs
that has been on the list of top 10 advertising agencies of Bangladesh, representing more than
50 major clients.
2.2 Objectives
2.2.1 Broad objective
The broad objective of the research is to measure client satisfaction of advertising firm in
Bangladesh through spellbound.
2.2.2 Specific objectives
Specific objectives of the study are as follows:
To measure client satisfaction of product of spellbound
To measure client satisfaction of distribution of spellbound
To measure client satisfaction of marketing promotion of spellbound
To measure client satisfaction of price of spellbound
To measure client satisfaction of people of spellbound
To measure client satisfaction of process of spellbound
To measure client satisfaction of physical evidence of spellbound
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2.3 Justification of the research
By this research an Ad Firm can know about the customer satisfaction level. They also know
about the competitive advantage, competitors growth level and the reasons. They can make
decision to set the price, features, quality, packaging, standard & availability of the product or
services. After doing the practical type of work that means a real research I gather
knowledge.
2.4 Scope of the Study
The main scope of this study is to marketing division side. When we will see this report topic
then we can understand that the scope is moderately large. Because we know that clients are
the most important part of this kinds of firm and my journey was to measuring the client
satisfaction which is given by the organization. There are many advertising firm in
Bangladesh. But I work only with one advertising firm. I have taken only the views from fifty
clients and there were other clients also those are related with ad firm.
2.5 Limitation
I have tried my best to do this work. But there are some limitations that I have faced during
the completion of the report. Time is the first limitation of my research. My research was
completed in a short time. So it was difficult to collect more information within a short time.
Because of unavailability of secondary data, I have also faced problem to collect these types
of data. The respondents were not giving exact answers. Another limitation was cost of the
research.
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CHAPTER 3
Methodology
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3.1 Research Design
There are lots of problems which face a company. And to identify the problem & came up
with a Solutions the exploratory research is the best fit. It specifies the details of the
procedures necessary for obtaining the information needed to structure or solve marketing
research problem. The research is used for investigating the current situations of Client
Satisfaction of Advertising Firms in Bangladesh for Spellbound Advertising Firm. This is an
exploratory research. The whole report contains the primary data as well as secondary data as
well as Qualitative research analysis.
3.2 Population
The populations of the research are the people who are related with us. We are
doing business & they are also doing business. So its really a tough job for me
to contact with all the people who are working in the organization those are
mainly spellbound client.
3.3 Sampling Frame
There are some Advertising Firms in Bangladesh. All do not provide same standards to their
Client. The people of our country are emotional while buying a product or judging a service
with the satisfaction. But I will focus only on the Spell bounds clients.
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3.4 Sample Size
The study was conducted for Spellbound. My respondents were the clients of spellbound. I
took 50 employees opinions from different clients as my sample size, the questionnaire was
distributed to these employees and the percentage of response is 100%.
3.5 Sampling Method
For conducting my research I followed two methods in case of data collection.
One is primary data collection method another is secondary data collection
method.
3.6 Survey Instruments
A structured Questionnaire designed by following the Likert scale used for business research
is the main instrument of this survey.
3.6.1 Primary Sources
Primary source of data is the clients of spellbound working in different organization. They
answered the questions mentioned in the questionnaire and wrote their suggestions. Thisquestionnaire was designed for this survey to identifying the factors related with the process
and barriers of clients service.
3.6.2 Secondary Sources
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Spellbound Profile, published and unpublished documents of Spellbound was the source of
secondary data. Internet and different websites were also source of secondary data.
3.7 Data processing methodology
Collected data was entered in the research software called SPSS. Using SPSS, Frequency
analysis and percentage was calculated for all questions and responses. Finally analysis of
total output was used for recommendation or the proposal.
3.8 Significance of the study
The study can be used for training and providing basic information about Client Satisfaction
for Spellbound Advertising Firm. With more expertise and modification, the report can be
used for further strategies of Spellbound Advertising Firm.
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CHAPTER 4
Organization Part
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4.1 Organizational History
Spellbound founded in 2008, to make a distinction mainly in the field of graphic design &
printing. Spellbound Ltd. is one of the leading event management cum marketing solutions
firm of Bangladesh. Being a relatively new player in the fiercely competitive market,
Spellbound has been able to establish its name amongst the leading firms of its kind within a
very short period of time. This has been possible due its strong commitment to deliver the
best solution to its clients needs at the most competitive price. Composed of a group ofyoung and enthusiastic marketers, Spellbound Ltd. has always been innovative and effective
in its field of work.
Based on the company philosophy of Stand Out from the Crowd, Spellbound has always
tried to be different from its competitors. This has made possible the realization of the tagline
We do Things Magically as the clients would testify.
The success of the company has also been influenced by its well-established network of
suppliers and affiliates who work side by side with Spellbound to stand up to the expectations
of the clients. Spellbound has been successful in developing and maintaining long-term
relations with its suppliers as well as the clients.
Diversification has been a motto of Spellbound. That is why it has not kept itself limited to
only one field of operation. Rather, the focus has been to create an organization that can
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satisfy a wide range of needs of the market. Now, besides event management, Spellbound
successfully works in the fields of communication, printings, tourism, even wedding
planning. Torai Badha Ghorar Dim, a gifts and souvenir shop, is also run by the company to
bring forward the Bangladeshi culture in gift giving.
Spellbound Ltd. is a Bangladeshi company which believes in its country and works
continuously to promote it around the globe. Spellbound has a sincere interest in promoting
Bangladeshi culture and heritage around the world and help in the progress of the country in
every way possible. For that reason, the company always springs forward to grab any
opportunity that helps the cause of its country.
4.2Core Competence
Our core competence lies in our strength to develop effective and efficient communication
and public relations programs for prestigious clients. Having a skilled creative team and a
group of young specialists enables it to develop customized corporate campaigns that stand
out in the communication clutter.
To ensure smooth operation, Spellbound has affiliated itself with a number of organizations
which work as backward and forward linkages for its activities. Combining that with the
ability to provide best services at a competitive cost, Spellbound delivers the best value at the
shortest possible time.
4.3 Area of Expertise
Being a communication agency dedicated to promotional activities, Spellbound specializes in
Advertising and Public Relations. We work for our clients to activate and manage corporate
events and campaigns. Besides developing promotional plans and concepts, Spellbound
designs and places print and electronic advertisements for its clients.
Spellbound has its own individual wings dedicated to communication, activations, printings,
tours & wedding planning.
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4.4 Mission, Vision, Value
4.4.1Vision
Profit making is not and should not be the only purpose of making business. At Spellbound
we build relationship on the basis of loyalty, truthfulness and believe. Being proactive,
positive, passionate business partners we go above & beyond, being accountable for every
action.
4.4.2 Mission
We provide customer oriented service with the passion, pride and finest quality. We listen
and learn about the commercial challenges our clients face and goals they wish to achieve
with a set target.
4.4.3 Value
We value corporate ethics, integrity, creativity, efficient action and encourage motivated
employee and team work. Guided by this value we provide superior service to the clients.
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4.5 Organizational Units
THE ORGANIZATION STRUCTURE
CEO
Marketing Department
DirectorsHR/Admn./Finance/Accounts
Creative Dept
Graphics Dept.
Operation Department
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4.6 Strategic Development
The strategic development will be conducted by M Sadequl Arefeen. He is currently working
as the Chief Executive Officer (CEO). He will be coordinating the strategic planning as
well as the event planning for the BEACH KABADDI 2010
4.6.1 Operations
M. Iftekharul Islam is coordinating with the operations of the event. The activation
and implementation will work prior to this event till event day with him. The
operational activities will be supervised. Mr. Iftekharul Islam is currently working as
the Head of Operations
4.6.2 Creative
MH Mishu is act as the head of the creative team and implementation before
production. He is currently the Head of Creative of Spellbound. He with his team
members will implement the whole creative idea and needs for this event.
4.6.3 Accounts & Finance
Mr. Toufiqul Alam will be coordinating with the finance related issues from
Spellbound. 3-4 executive members will be working as his subordinates to run the
regular basis. On a need basis more people will be hired to supervise this event.
Senior Executive / Executive Office Staff
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4.6.4 Project Coordinator
The project will be coordinated by Anawar Hossain Chowdhury, Chief Coordinator,
Spellbound. He will be the key personnel for this event. For any query or information
he will act as the key personnel.
Contact:
Anawar Hossain Chowdhury
Chief Coordinator
Spellbound
Mobile# 01711884422, Email [email protected]
Office Address:
House # 121, Road # 19/A, 2nd floor
Tel : 02 9887355, Email [email protected] Logistics Support
Spellbound has a good reputation of providing event support very effectively. We have
already completed many activation and events including Dhaka Chamber of Commerce 50
years celebration, Center for foreign affairs Studies(CFAS),UNDP, UNYSAB, Save the
children, FORD Launching, Warid logo re-launching, CAPEP CE Workshop 2008
(Chevron), Taste of Dhaka 2008, IFAWPCA Convention 2009, BACI Int. Construction
Exhibition 2008.
Currently we are also supporting some organization their logistics requirements in a regular
basis. We have a strong and capable team who works regularly for us; as well as we have a
back up team to help in times of need.
4.8 Resource support
Due to the diversified involvement in different sectors with individual wings including
wedding planning, gift shop, we have a very strong support of resources which includes
flowers, gift items, car rental services, venue bookings, food supply, decoration, etc.
4.9 Current and Previous Successes Of Spellbound
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We have been able to create a rather large pool of satisfied clients who keep their faith in us
to cater to their needs. Our clientele includes government and non-government organizations,
multinational companies as well as international agencies. The diversified natures of business
that we cater to are a testimony of our ability to work equally efficiently for various business
sectors in a dynamic and demanding market. A brief list of our clients is provided below:
Association
DCCI- Dhaka Chamber of Commerce &
Industries
BACI- Bangladesh Association of
Construction Industry
BGMEA- Bangladesh Garments
Manufacturing Exporters Association
Dhaka Mohanagar Shomity
CFAS- Center for Foreign Affairs Studies
Non Profitable Organization
Action Aid Bangladesh
Care Bangladesh
UNDP
Save the children- USA
Save the children- UK
Care BangladeshUNYSAB
Clinton Foundation
Banks
Dutch- Bangla Bank Limited
BRAC Bank Ltd.
Bank Asia
HSBC
Companies
Runner group of companies
Aamra Group
Lafarge Surma Cement Limited
Fortuna group
Bakul Group
Project Builders Limited
Shanin Group
Quazi Group
Label Tex Limited
Khulna Power Company Limited
Button Tex Limited
Kaltimax Energy Bangladesh (pvt)
Limited
ACI Pharmaceuticals
Sakaimex LimitedACI Food
Telnet
Zendor
Mexcall
Evergreen Trading Corporation
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North south University
Pexar Bangladesh
Brac University
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4.10 SWOT Analysis
Strength: Strong forward and backward linkages.
Young and creative workforce
Strong relationship with clients
Weakness: Young but experienced- making the clients believe in the company.
Opportunities: Endless.
International Markets (especially in south Asia),
More penetration in Consumer (B2C) markets
International Affiliations and event managementEco-tourism (both nationally and internationally)
Threats: Growing competition in home market.
Entrance of foreign marketing companies to local markets
Political turbulence may disrupt tourism ventures
4.11 Markets
National : B2B and B2C both types of businesses of Bangladesh.
International: same, no specific geographic concentration. International markets are
mostly served through communication and printing wings.
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CHAPTER 5
Research Part
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5.1 Product Related Satisfaction
5.1.1 Premium services of Spellbound
Provide premium service
Strongly agree
Agree
Neither agree nor di
Disagree
Strongly Disagree
Frequency Percent
Strongly Disagree 5 10.0
Disagree 13 26.0
Neither agree nor disagree 1 2.0
Agree 22 44.0
Strongly agree 9 18.0
Total 50 100.0
The analysis shows 44% respondents agreed that Spellbound provides premium service
to their clients than present and 26% were disagree and 1% were in neither agree nor disagree
position. The mean is 3.34 (Appendix 1). This is the arithmetic average which is
indicating most of the respondents marked between 3 and 4.The median is 4 (Appendix
1), that means the midpoint is 4.The mode is 4 (Appendix 1), that means 4 is the most
repeated answer in this question. The calculated standard deviation is 1.31 (Appendix 1)
Its indicating the spread on the answers inconsistency.
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5.1.2 Proactive in their business activities
Proactive in their working activities
45.0
Strongly agree
Agree
Disagree
Strongly Disagree
Frequency Percent
Strongly Disagree 2 4.0
Disagree 14 28.0
Neither agree nor disagree 0 0
Agree 19 38.0
Strongly agree 14 28.0
Total 50 100.0
The analysis shows 38% respondents agreed that Spellbound provides premium service
to their clients. The mean is 3.34 (Appendix 1). This is the arithmetic average which is
indicating most of the respondents marked between 3 and 4.The median is 4 (Appendix
1), that means the midpoint is 4.The mode is 4 (Appendix 1), that means 4 is the most
repeated answer in this question. The calculated standard deviation is 1.31 (Appendix 1)
Its indicating the spread on the answers inconsistency.
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5.1.3 Placement of service Spellbound
They are very aware
Strongly agree
Agree
Neither agree nor di
Disagree
Strongly Disagree
Frequency Percent
Strongly Disagree 5 10.0
Disagree 7 14.0
Neither agree nor disagree 1 2.0
Agree 22 44.0
Strongly agree 15 30.0
Total 50 100.0
The majority of clients agree that spellbound is very aware about their placement of the
service. The analysis shows 44% respondents agreed and 26% were disagreeing and 2%
were in neither agree nor disagree position. The mean is 3.7 (Appendix 1). The mode is 4
(Appendix 1), that means 4 is the most repeated answer in this question. The calculated
standard deviation is 1.31 (Appendix 1). This means the result shows the inconsistency.
5.1.4 Provide service on time of Spellbound
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provide service on time
Strongly agree
Agree
Disagree
Strongly Disagree
Frequency Percent
Strongly Disagree 6 12.0
Disagree 8 16.0
Neither agree nor disagree 0 0
Agree 19 38.0
Strongly agree 17 34.0
Total 50 100.0
The analysis shows that spellbound provides their service on time. 38% respondents
agreed that Spellbound provides service on time to their clients than present and 16%
were disagree and 0% were in neither agree nor disagree position. The mean is 3.66
(Appendix 1). The median is 4 (Appendix 1), that means the midpoint is 4.The mode is 4
(Appendix 1), that means 4 is the most repeated answer in this question. The calculated
standard deviation is 1.31 (Appendix 1) Its indicating the spread on the answers
inconsistency.
5.1.5 Printing strategy of spellbound
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Provide digital printing service
Strongly agree
Agree
Disagree
Strongly Disagree
Frequency Percent
Strongly Disagree 4 8.0
Disagree 8 16.0
Neither agree nor disagree 0 0
Agree 28 56.0
Strongly agree 10 20.0
Total 50 100.0
The analysis shows 56% respondents agreed that Digital printing service provided by
spellbound is satisfactory than present and 16% were disagree. The mean is 3.6
(Appendix 1). The calculated standard deviation is 1.20 (Appendix 1) Its indicating the
spread on the answers inconsistency.
5.1.6 Designs provided by Spellbound
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Their design is atractive
Strongly agree
Agree
Neither agree nor di
Disagree
Strongly Disagree
Frequency Percent
Strongly Disagree 7 14.0
Disagree 8 16.0
Neither agree nor disagree 1 2.0
Agree 20 40.0
Strongly agree 14 28.0
Total 50 100.0
The analysis shows 40% respondents agreed that Spellbound provides attractive design
than present and 16% were disagree. The mean is 3.5 (Appendix 1). The calculated
standard deviation is 1.40 (Appendix 1) Its indicating the spread on the answers
inconsistency.
5.2 Place Related Satisfaction
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5.2.1 Satisfactory direct services of Spellbound
Their direct service is satisfactory
Strongly agree
Agree
Neither agree nor di
Disagree
Strongly Disagree
Frequency Percent
Strongly Disagree 9 18.0
Disagree 10 20.0
Neither agree nor disagree 1 2.0
Agree 15 30.0
Strongly agree 15 30.0
Total 50 100.0The analysis shows 30% respondents strongly agreed that Direct services provided by
spellbound is satisfactory than present and 20% were disagree. The mean is 3.34
(Appendix 1). The calculated standard deviation is 1.53 (Appendix 1) Its indicating the
spread on the answers inconsistency.
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5.2.2 Satisfactory indirect services of the firm
Their indirect service is satisfactory
6.0
Strongly agree
Agree
Neither agree nor di
Disagree
Strongly Disagree
Frequency Percent
Strongly Disagree 10 20.0
Disagree 6 12.0
Neither agree nor disagree 1 2.0
Agree 27 54.0
Strongly agree 5 10.0
6.0 1 2.0
Total 50 100.0
The analysis shows 54% respondents agreed that Indirect services provided by
spellbound is satisfactory than present and 20% were strongly disagree. The mean is 3.28
(Appendix 1). The calculated standard deviation is 1.41 (Appendix 1) Its indicating the
spread on the answers inconsistency.
5.2.3 Strong distribution channel of Spellbound
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Their channel of distribution is strong
Strongly agree
Agree
Neither agree nor di
Disagree
Strongly Disagree
Frequency Percent
Strongly Disagree 11 22.0
Disagree 5 10.0
Neither agree nor disagree 3 6.0
Agree 18 36.0
Strongly agree 13 26.0
Total 50 100.0
The analysis shows 36% respondents agreed that Spellbounds channel of distribution is
strong than present and 22% was strongly disagreeing. The mean is 3.34 (Appendix 1).
The calculated standard deviation is 1.52 (Appendix 1) Its indicating the spread on the
answers inconsistency.
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5.3 Promotion Related Satisfaction
5.3.1 Web design of the firm
Web desing is atractive
Stronglyagree
Agree
Neither agree nor di
Disagree
Strongly Disagree
Frequency Percent
Strongly Disagree 7 14.0
Disagree 13 26.0
Neither agree nor disagree 3 6.0
Agree 20 40.0
Strongly agree 7 14.0
Total 50 100.0
The analysis shows 40% respondents agreed that Web design of spellbound is very
attractive than present and 26% was disagreeing. The mean is 3.34 (Appendix 1). The
calculated standard deviation is 1.34 (Appendix 1) Its indicating the spread on the
answers inconsistency.
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5.3.2 Striking internet advertisement of Spellbound
Internet advertisment is striking
Strongly agree
AgreeNeither agree nor di
Disagree
Strongly D isagree
Frequency Percent
Strongly Disagree 11 22.0
Disagree 9 18.0
Neither agree nor disagree 2 4.0
Agree 16 32.0
Strongly agree 12 24.0
Total 50 100.0
The analysis shows 32% respondents agreed that Internet advertisement of spellbound is
striking than present and 22% was strongly disagreeing. The mean is 3.18 (Appendix 1).
The calculated standard deviation is 1.53 (Appendix 1) Its indicating the spread on the
answers inconsistency.
5.3.3 Giving gifts to the client by Spellbound
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Provides gift to the clients
Strongly agree
Agree
Neither agree nor di
Disagree
StronglyDisagree
Frequency Percent
Strongly Disagree 12 24.0
Disagree 10 20.0
Neither agree nor disagree 2 4.0
Agree 12 24.0
Strongly agree 14 28.0
Total 50 100.0
The analysis shows 28% respondents strongly agreed that occasionally spellbound
provides gift item to your company than present and 24% was strongly disagreeing. The
mean is 3.18 (Appendix 1). The calculated standard deviation is 1.59 (Appendix 1) Its
indicating the spread on the answers inconsistency.
5.4 Price Related Satisfaction
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5.4.1 Pricing strategy of the firm
Sete reasonable price
Strongly agree
Agree
Neither agree nor di
Disagree
Strongly Disagree
Frequency Percent
Strongly Disagree 9 18.0
Disagree 7 14.0
Neither agree nor disagree 2 4.0
Agree 17 34.0
Strongly agree 15 30.0
Total 50 100.0
The analysis shows 34% respondents agreed that Spellbound sets reasonable price than
present and 18% was strongly disagreeing. The mean is 3.44 (Appendix 1). The
calculated standard deviation is 1.50 (Appendix 1) Its indicating the spread on the
answers inconsistency.
5.4.2 Sets higher price by the firm
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Sets higher price compare to others
56.0
Strongly agree
AgreeNeither agree nor di
Disagree
Strongly Disagree
Frequency Percent
Strongly Disagree 10 20.0
Disagree 8 16.0
Neither agree nor disagree 4 8.0
Agree 18 36.0
Strongly agree 9 18.0
56.0 1 2.0
Total 50 100.0
The analysis shows 36% respondents agreed that Sets higher price compare to the others
than present and 20% was strongly disagreeing. The mean is 4.22 (Appendix 1). The
calculated standard deviation is 1.6 (Appendix 1) Its indicating the spread on the
answers inconsistency.
5.4.3 Sets lower price by the firm
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Sets low price compare to others
Strongly agree
Agree
Disagree
StronglyDisagree
Frequency Percent
Strongly Disagree 14 28.0
Disagree 11 22.0
Neither agree nor disagree 0 0
Agree 8 16.0
Strongly agree 17 34.0
Total 50 100.0
The analysis shows 34% respondents strongly agreed that Sets low price compare to the
others than present and 28% was strongly disagreeing. The mean is 3.06 (Appendix 1).
The calculated standard deviation is 1.70 (Appendix 1) Its indicating the spread on the
answers inconsistency.
5.4.4 Various pricing policy of Spellbound
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Their price varies clien to client
Strongly agree
Agree
Neither agree nor di
Disagree
Strongly Disagree
Frequency Percent
Strongly Disagree 7 14.0
Disagree 7 14.0
Neither agree nor disagree 2 4.0
Agree 26 52.0
Strongly agree 8 16.0
Total 50 100.0
The analysis shows 52% respondents agreed that Sets low Spellbound price varies client
to client than present and 14% was strongly disagree and disagreeing. The mean is 3.42
(Appendix 1). The calculated standard deviation is 1.31 (Appendix 1) Its indicating the
spread on the answers inconsistency.
5.4.5 Price reduction policy of the firm
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5.5 People Related Satisfaction
5.5.1 Employees coordination of Spellbound
Employees are well coordenated
23.0
Strongly agree
Agree
Neither agree nor di
Disagree
Strongly Disagree
Frequency Percent
Strongly Disagree 4 8.0
Disagree 10 20.0
Neither agree nor disagree 6 12.0
Agree 14 28.0
Strongly agree 15 30.0
23.0 1 2.0Total 50 100.0
The analysis shows 30% respondents strongly agreed that Employees of spellbound are
well coordinated than present and 20% was disagree. The mean is 3.92 (Appendix 1).
The calculated standard deviation is 1.05 (Appendix 1) Its indicating the spread on the
answers inconsistency.
5.5.2 Promptly inquiry reply by the employees
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Promptly inquire
6.0
Strongly agree
Agree
Neither agree nor di
Disagree
Strongly Disagree
Frequency Percent
Strongly Disagree 10 20.0
Disagree 6 12.0
Neither agree nor disagree 2 4.0
Agree 19 38.0
Strongly agree 11 22.0
6.0 2 4.0
Total 50 100.0
The analysis shows 38% respondents agreed that Employee can reply any of your inquiry
promptly than present and 20% was strongly disagree. The mean is 3.42 (Appendix 1).
The calculated standard deviation is 1.55 (Appendix 1) Its indicating the spread on the
answers inconsistency.
5.5.3 Telemarketing of Spellbound
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Their telemarketing is satisfactiry
Stronglyagree
Agree
Neither agree nor di
Disagree
StronglyDisagree
Frequency Percent
Strongly Disagree 3 6.0
Disagree 8 16.0
Neither agree nor disagree 2 4.0
Agree 20 40.0
Strongly agree 17 34.0
Total 50 100.0
The analysis shows 40% respondents agreed that Spellbound telemarketing is satisfactory
than present and 16% was disagree. The mean is 3.80 (Appendix 1). The calculated
standard deviation is 1.25 (Appendix 1) Its indicating the spread on the answers
inconsistency.
5.5.4 Employees dresses up of the firm
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Employees are always well dressed
Strongly agree
AgreeNeither agree nor di
Disagree
Strongly Disagree
Frequency Percent
Strongly Disagree 11 22.0
Disagree 9 18.0
Neither agree nor disagree 1 2.0
Agree 19 38.0
Strongly agree 10 20.0
Total 50 100.0
The analysis shows 38% respondents agreed that Employee of spellbound are always
well dressed than present and 22% was strongly disagree. The mean is 3.16 (Appendix
1). The calculated standard deviation is 1.50 (Appendix 1) Its indicating the spread on
the answers inconsistency.
5.5.5 Satisfactory face to face communication of the firm
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Satisfactory face to face communication
Strongly agree
Agree
Neither agree nor di
Disagree
Strongly Disagree
Frequency Percent
Strongly Disagree 6 12.0
Disagree 7 14.0
Neither agree nor disagree 2 4.0
Agree 25 50.0
Strongly agree 10 20.0
Total 50 100.0
The analysis shows 50% respondents agreed that you are satisfied with their face to face
communication than present and 14% was disagree. The mean is 3.52 (Appendix 1). The
calculated standard deviation is 1.30 (Appendix 1) Its indicating the spread on the
answers inconsistency.
5.5.6 Satisfactory E-marketing of Spellbound
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Their e-marketing is satisfactory
Strongly agree
Agree
Neither agree nor di
Disagree
Strongly Disagree
Frequency Percent
Strongly Disagree 6 12.0
Disagree 8 16.0
Neither agree nor disagree 4 8.0
Agree 12 24.0
Strongly agree 20 40.0
Total 50 100.0
The analysis shows 40% respondents strongly agreed that E-marketing provided by
spellbound employee is satisfactory than present and 16% was disagree. The mean is 3.64
(Appendix 1). The calculated standard deviation is 1.45 (Appendix 1) Its indicating the
spread on the answers inconsistency.
5.6 Process Related Satisfaction
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5.6.1 Extra facilities provided by the firm
Defective matarials changing fasilities
Strongly agree
Agree
Neither agree nor di
Disagree
Strongly Disagree
Frequency Percent
Strongly Disagree 8 16.0
Disagree 8 16.0
Neither agree nor disagree 2 4.0
Agree 20 40.0
Strongly agree 12 24.0
Total 50 100.0
The analysis shows 40% respondents agreed that Defective material changing facilities
are provided than present and 16% was disagree and strongly disagree. The mean is 3.40
(Appendix 1). The calculated standard deviation is 1.43 (Appendix 1) Its indicating the
spread on the answers inconsistency.
5.6.2 Give importance to the clients choice
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They give importance on your choice
Strongly agree
Agree
Neither agree nor di
Disagree
Strongly Disagree
Frequency PercentStrongly Disagree 7 14.0
Disagree 5 10.0
Neither agree nor disagree 6 12.0
Agree 21 42.0
Strongly agree 11 22.0
Total 50 100.0
The analysis shows 42% respondents agreed that Company give importance on your
choice than present and 14% was strongly disagree. The mean is 3.48 (Appendix 1). The
calculated standard deviation is 1.33 (Appendix 1) Its indicating the spread on the
answers inconsistency.
5.6.3 Good capacity to manage their clients
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Good client management
Strongly agree
Agree
Neither agree nor di
Disagree
Strongly Disagree
Frequency Percent
Strongly Disagree 7 14.0
Disagree 7 14.0
Neither agree nor disagree 3 6.0
Agree 18 36.0
Strongly agree 15 30.0
Total 50 100.0
The analysis shows 36% respondents agreed that Client management of spellbound is
good than present and 14% was strongly disagree and disagree. The mean is 3.54
(Appendix 1). The calculated standard deviation is 1.42 (Appendix 1) Its indicating the
spread on the answers inconsistency.
5.6.4 Give most priority to the clients privacy
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Cosoder the client privacy
Strongly agree
AgreeNeither agree nor di
Disagree
Strongly Disagree
Frequency Percent
Strongly Disagree 5 10.0
Disagree 14 28.0
Neither agree nor disagree 3 6.0
Agree 13 26.0
Strongly agree 15 30.0
Total 50 100.0
The analysis shows 30% respondents strongly agreed that strongly consider the client
privacy than present and 28% was disagreeing. The mean is 3.38 (Appendix 1). The
calculated standard deviation is 1.43 (Appendix 1) Its indicating the spread on the
answers inconsistency.
5.7 Process Related Satisfaction
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5.7.1 Used most up-dated software by the firm
Thry have used most up date software
Strongly agree
Agree
Neither agree nor di
Disagree
Strongly Disagree
Frequency Percent
Strongly Disagree 10 20.0
Disagree 7 14.0
Neither agree nor disagree 2 4.0
Agree 20 40.0
Strongly agree 11 22.0
Total 50 100.0
The analysis shows 40% respondents agreed that Spellbound has used most of the update
software than present and 20% was strongly disagreeing. The mean is 3.30 (Appendix 1).
The calculated standard deviation is 1.47 (Appendix 1) Its indicating the spread on the
answers inconsistency.
5.7.2 Office environment of Spellbound
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Office equipments are outstading
Strongly agree
Agree
Neither agree nor di
Disagree
Strongly Disagree
Frequency Percent
Strongly Disagree 5 10.0
Disagree 12 24.0
Neither agree nor disagree 1 2.0
Agree 19 38.0
Strongly agree 13 26.0
Total 50 100.0
The analysis shows 38% respondents agreed that the office environment of spellbound is
outstanding than present and 24% was disagreeing. The mean is 3.46 (Appendix 1). The
calculated standard deviation is 1.37 (Appendix 1) Its indicating the spread on the
answers inconsistency.
5.7.3 Office out looking of Spellbound
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Out looking is excellent
Strongly agree
AgreeNeither agree nor di
Disagree
Strongly Disagree
Frequency Percent
Strongly Disagree 10 20.0
Disagree 9 18.0
Neither agree nor disagree 2 4.0
Agree 17 34.0
Strongly agree 12 24.0
Total 50 100.0
The analysis shows 34% respondents agreed that the out looking of spellbound is
excellent than present and 20% was strongly disagreeing. The mean is 3.24 (Appendix 1).
The calculated standard deviation is 1.51 (Appendix 1) Its indicating the spread on the
answers inconsistency.
5.7.4 Creative house of the firm
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Creative hous is eye catching
45.00
24.00
Strongly agree
Agree
Neither agree nor di
Disagree
Strongly Disagree
Frequency PercentStrongly Disagree 5 10.0
Disagree 10 20.0
Neither agree nor disagree 1 2.0
Agree 19 38.0
Strongly agree 13 26.0
24.00 1 2.0
45.00 1 2.0
Total 50 100.0
The analysis shows 38% respondents agreed that Spellbounds creative house is eye-
catching than present and 20% was disagreeing. The mean is 4.76 (Appendix 1). The
calculated standard deviation is 1.62 (Appendix 1) Its indicating the spread on the
answers inconsistency.
5.7.5 Printing machineries of Spellbound
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They have won printing machineris
44.00
Strongly agree
Agree
Neither agree nor di
Disagree
Strongly Disagree
Frequency Percent
Strongly Disagree 6 12.0
Disagree 7 14.0
Neither agree nor disagree 5 10.0
Agree 18 36.0
Strongly agree 13 26.0
44.00 1 2.0
Total 50 100.0
The analysis shows 36% respondents agreed that for printing material spellbound has
their machinery than present and 14% was disagreeing. The mean is 4.32 (Appendix 1).
The calculated standard deviation is 1.88 (Appendix 1) Its indicating the spread on the
answers inconsistency.
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In case of service company the client satisfaction is most important than the other things.
The topic of this report is Measuring Client Satisfaction of Advertising Firms in
Bangladesh And my studies were on spellbound advertising firm. I had a broad
objective and as well as some specific objectives to complete this report. When I went for
collecting the data to the respondents then I have seen most of the respondents told me
that in Bangladesh there are lots of advertising firms or agenesis and there is a huge
competition. They also told me if you would like to stay in this industry in long time then
definitely you will have to careful about the clients satisfaction that means what the
client actually wants from you. My sample size was 50 because Spellbound has 60
clients. I have used SPSS software so that I can analyze the entire questionnaire to
complete this research report. To see the analysis of the study I can say that spellbound is
providing premium service to their client. They are very proactive in their service. The
respondents are highly agree about that is very aware about the placement of service.
Very few so clients express that spellbound is not conscious about the timing. But the
majorities respondents are agree that spellbound provide service on time. In case of
printing materials delivery clients are very satisfied with their digital printing quality.
Graphic design provided by spellbound to the clients is satisfactory. And customers are
satisfied with both services of spellbound direct & indirect service. The channel of
distribution of spellbound is good enough. That is why client are getting full service from
spellbound very penetratingly. Spellbound is not doing ATL promotional activities. But
they are doing their promotional activities through below the line. From the result it is
justified that spellbound wed design is very attractive & clients are satisfied with it. And
some of the clients are very confused about their internet advertisement. On the other
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hand maximum respondent are agree with that spellbound provide internet advertising.
To motivate client spellbound provide gift to the client. And clients are very satisfied
with because its a unique service which given by spellbound toward them. Respondent
are not agree that spellbound sets reasonable price to their clients. So clients are not
happy with their pricing policy. And respondents are also agreeing with that spellbound
give price reduction for large quantity. To satisfy by service to a client it is very
important to that organization people coordination. And the result shows that clients are
satisfied with the employee of spellbound. Even clients are satisfied with the
telemarketing of spellbound. And process of delivering the service is also satisfactory of
spellbound. And they give the extra facilities as like changing the defective materials.
Spellbound is giving more importance on clients views. Respondent are also agree with
that spellbound clients management satisfactory. Clients are satisfying with the
spellbound office environment & overall out looking of spellbound. And Clients are
satisfied with other physical evidence of spellbound. After analyzing the project part then
I can say that spellbound performance is very high. And they are growing very fast which
indicate about their performance.
CHAPTER 7
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Recommendation
Spellbound is an advertising firm and it is doing their job well in the ad firm industry. My
objectives were to find out all of the client satisfactions related factors which are directly
related to the firm. And I have found out that the clients of Spellbound are quite happy
but they need more quality services from Spellbound which are not provided by others.
Below there are some recommendation which I would like to make for Spellbound.
1.0 Decentralization may reduce the time and cost of decision making.
2.0Spellbound should ensure strong monitoring of Human Resource Department over
employee discipline and satisfaction.
3.0The Spellbound can award Limited decision making authority to mid level managers
for implementing short term projects.
4.0The Spellbound should maintain quality of the products and services for make the
client loyal.
5.0The Spellbound can go for introducing innovative idea in all level.
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6.0The Spellbound should take decisions by analyzing industry competitors steps rather
than analyzing previous information
7.0Spellbound should launch more promotional programs/products in home for
attracting target customers.
8.0Spellbound should have some long run comparative competitive advantage over
rivals that is sustainable.
CHAPTER 8
Conclusion
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decisions by management, ability to afford huge investments in business when needed,
and reputation amongst clients. Spellbound is commitment to quality of services. They
always conscious of clients thinking process about the product or services and they have
differentiated same product or services in different company. So now Automation is the
solution for Spellbound for reducing time and cost related with prompt service
processing. Spellbound should go for full automation as soon as possible and if feasible
for the firm. Innovation and speed are the components of modern organizations, so as a
leading advertising firm of Bangladesh Spellbound should also concentrate on innovation
and speed rather than tradition or traditional agenesis techniques.
CHAPTER 9
Internship Experience
9.1 Duties & Responsibilities
After joining the organization I really got a new experience about the study. I was mainly
assign for the work as an executive. My responsibilities are leading my subordinate in the
an activation team, reporting to clients about the work as well as reporting to my
organization, planning about event implication, working in idea generation sector.
9.2 Reporting Structure
I had to submit report weekly to my senior and he is the director of the company. In case
of daily reporting I was very much leggy because there was on any formal reporting
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system. But now the reporting structure is more important than the other official
formalities.
9.3 Division of work placement
I was in marketing department under the marketing manager and he is my organization
supervisor.
9.4 Specific Contribution
In case of contribution or payment or compensation the organization is really favorable to
the employee and they have given a good compensation to me during the internship
period within the organization.
9.5 Job related to my Major Areas
In my entire internship period the major area of study was on client satisfaction and I
have done this report on client satisfaction of Nymphea advertising firm.
CHAPTER 10
Internship Experience
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Bibliography
Spellbound Profile
Spellbound website
Journals
News Papers
Service Marketing, 12th Edition by Philip Kotler Hardcover
Studies on others Advertising Firms
Marketing Recearch, 12th Edition by Professor Kevin Keller
Appendix
11.1 Activities Of Spellbound
11.1.1 Calender
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11.1.2 FORD Flyer
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11.1.3 DCCI Eid Card
11.1.4 Newspaper Advertisement
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11.1.5 Event & Activition
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11.2. SPSS Output (Appendix # 1)
Q:1 Q:2 Q:3 Q:4 Q:5 Q:6 Q:7 Q:8 Q:9 Q:10 Q:11 Q:12
Mean
Median
Mode
Std.Deviation
Variance
Minimum
Maximum
3.340
4.000
4.0
1.319
1.739
1.0
5.0
4.420
4.000
4.0
1.993
1.922
1.0
45.0
3.700
4.000
4.0
1.313
1.724
1.0
5.0
3.660
4.000
4.0
1.409
1.984
1.0
5.0
3.640
4.000
4.0
1.208
1.460
1.0
5.0
3.520
4.000
4.0
1.418
2.010
1.0
5.0
3.340
4.000
4.0
1.533
2.351
1.0
5.0
3.280
4.000
4.0
1.415
2.002
1.0
6.0
3.340
4.000
4.0
1.520
2.311
1.0
5.
3.140
4.000
4.0
1.340
1.796
1.0
5.0
3.180
4.000
4.0
1.535
2.355
1.0
5.0
3.120
4.000
5.0
1.599
2.557
1.0
5.0
11.3 Suevey Sheet
67
Q:13 Q:14 Q:15 Q:16 Q:17 Q:18 Q:19 Q:20 Q:21 Q:22 Q:23
Mean
Median
Mode
Std.Deviation
Variance
Minimum
Maximum
3.440
4.000
4.0
1.500
2.251
1.0
5.0
4.220
4.000
4.0
1.6057
1.889
1.0
5.0
3.060
3.000
5.0
1.707
2.915
1.0
5.
3.420
4.000
4.0
1.311
1.718
1.0
5.0
3.400
4.000
5.0
1.616
2.612
1.0
5.0
3.920
4.000
5.0
1.056
9.340
1.0
5.0
3.420
4.000
4.0
1.553
2.412
1.0
5.0
3.800
4.000
4.0
1.245
1.551
1.0
5.0
3.160
4.000
4.0
1.503
2.260
1.0
5.0
3.520
4.000
4.0
1.297
1.683
1.0
5.0
3.640
4.000
5.0
1.453
2.113
1.0
5.
Q:24 Q:25 Q:26 Q:27 Q:28 Q:29 Q:30 Q:31 Q:32
Mean
Median
Mode
Std.Deviation
Variance
MinimumMaximum
3.400
4.000
4.0
1.429
2.041
1.05.0
3.480
4.000
4.0
1.328
1.765
1.05.0
3.540
4.000
4.0
1.417
2.009
1.05.0
3.380
4.000
5.0
1.427
2.036
1.05.0
3.300
4.000
4.0
1.474
2.173
1.05.
3.4600
4.0000
4.00
1.3734
1.8861
1.005.00
3.2400
4.0000
4.00
1.5059
1.2678
1.005.00
4.7600
4.0000
4.00
1.6257
1.9004
1.005.00
4.3200
4.0000
4.00
1.8813
1.5894
1.005.00
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Measuring Client Satisfaction of Advertising Firm in Bangladesh: A
study on Spellbound
QUESTIONNAIRE:
I am a student of BBA program at Eastern University. Now I am continuing myinternship in spellbound, an advertising firm, and I have to prepare a report after
conducting a survey on MeasuringClient Satisfaction of an Advertising Firm: Astudy on Spellbound and would like to know your views and opinions. All of theinformation provided by you will be treated confidential during and letar copletion of my
report.
Company :
Phone number:
Strongly Disagree = 1, Disagree = 2, neither agree nor disagree = 3, Agree = 4, strongly Agree = 5
Sl Description 5 4 3 2 1
1 Spellbound Provides premium services to the client
2 Spellbound is proactive in their working activities
3 Spellbound is very aware about the placement of their
service
4 Spellbound Provides service on time
5 Digital printing service provided by spellbound issatisfactory
6 It provides attractive design
7 Direct services provided by spellbound is satisfactory
8 Indirect services provided by spellbound is satisfactory
9 Spellbounds channel of distribution is strong
10 Web design of spellbound is very attractive
11 Internet advertisement of spellbound is striking
12 Occasionally spellbound provides gift item to your
company
13 Spellbound sets reasonable price14 Sets higher price compare to the others
15 Sets low price compare to the others
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Strongly Disagree = 1, Disagree = 2, neither agree nor disagree = 3, Agree = 4,
strongly Agree = 5
Sl Description 5 4 3 2 1
16 Spellbound price varies client to client
17 Price reduction is given for large quantity18 Employees of spellbound are well coordinated
19 Employee can reply any of your inquiry promptly
20 Spellbound telemarketing is satisfactory
21 Employee of spellbound are always well dressed
22 You are satisfied with their face to face communication
23 E-marketing provided by spellbound employee is
satisfactory
24 Defective material changing facilities are provided
25 Company give importance on your choice
26 Client management of spellbound is good27 Strongly consider the client privacy
28 Spellbound has used most of the update software
29 The office environment of spellbound is outstanding
30 The out looking of spellbound is excellent
31 Spellbounds creative house is eye-catching
32 For printing material spellbound has their machinery
Thank you for your cooperation