04-09-2014, 10:04 AM
A Study of Customer Satisfaction on Maruti Suzuki in Indore city
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INTRODUCTION
Whether the buyer is satisfied after purchase depends on the offer’s performance in relation to the buyer’s expectations. Satisfaction is a person’s fallings of pleasure or disappointment resulting from comparing a product’s perceived performance 9or outcome) in relation to his or her expectations. As this definition makes clear, satisfaction is a function of perceived performance and expectation. If the performance falls short of expectations, the customers, the customer is dissatisfied. If the performance matches the expectations, the customers are satisfied. If the performance exceeds expectations, the customers are highly satisfied or delighted.
Many companies are aiming for high satisfaction because customers who are just satisfied still find it easy to switch when a better comes along. Those who are highly satisfied are much less ready to switch. High satisfaction or delight creates an emotional bond with the brand, not just a rational performance. The result is high customer loyalty. Xerox’s senior management believes that a very satisfied or delighted customer is worth 10 times as much to the company as a satisfied customer. A very customer is likely to stay with Xerox many more years and buy more than a satisfied Satisfaction is the person’s feelings of pleasure or disappointment resulting from comparing a product’s perceived in relation to his or her expectations. In general, if performance of the products matches the expectations, the customer is said to be satisfied. Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectations. In a competitive marketplace where business competes for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. If performance exceeds expectations, the customer is said to be highly satisfied or delighted. If the performance falls short of expectations, the customer is said to be dissatisfied
KEY INITIATIVES FOR SATISFYING CUSTOMERS
Car pickup & delivery facility for women car owners’ Quote Unquote: "The study finds that vehicle pickup and delivery before and after service has a strong impact on customer satisfaction. In particular, customers who say that their vehicle was picked up from their doorstep before service and delivered to the same point after service are notably more delighted with their after-sales service experience, compared with customers who do not receive this service.." Car Safety device: Immobilizer”
The company used technology to meet customer needs and even delight them. Following feedback that the company's cars were more prone to theft owing to their resale value, the company worked on an anti-theft immobilizer or "I-Cats;" system for all its new cars
There are five major factors, which affected satisfaction of the car namely
Problems Experienced
Contributing to 35% of the CSI score, this factor measures the quality of the car in terms of the number of repair problems that cropped up and how often it was returned for re-service
Service Advisor
This related to ability of the services advisor to ability of the service advisor to understand the problem and his promptness in attending to the customer, contributing to 28% of the CSI Score.
Service Performance
Measures the quality of the service performed as well as the dealer’s ability to fix a problem on the first visit. It has a weight age of 26% in the CSI score and also considers how easily spare parts are available when required.
When to Conduct a Customer Satisfaction Survey
The best time to conduct a customer satisfaction survey is when the experience is fresh in their minds. If you wait to conduct a survey, the customer's response may be less accurate. He may have forgotten some of the details. She may answer about a later event. She may color his answers because of confusion with other visits. She may confuse you with some other company.
What to Ask In A Customer Satisfaction Survey
There is a school of thought that you only need to ask a single question in a customer satisfaction survey. That question is, "will you buy from me again?" While it is tempting to reduce your customer satisfaction survey to this supposed "essence", you miss a lot of valuable information and you can be easily misled. It is too easy for a customer to answer yes to the "will you buy from me again?", whether they mean it or not. You want to ask other questions in a customer satisfaction survey to get closer to the expected behavior and to collect information about what to change and what to keep doing.
By all means ask the basic customer satisfaction questions:
How satisfied are you with the purchase you made (of a product or service)
How satisfied are you with the service you received?
How satisfied are you with our company overall?
And ask the customer loyalty questions"
How likely are you to buy from us again?
How likely are you to recommend our product/service to others
How likely are you to recommend our company to others?
Also ask what the customer liked and didn't like about the product, your service, and your company
CONCEPTUAL FRAMEWORK
From the singsong rhythm of the bullock cart to the jet-age, India has traveled a long way. An average Indian’s dream car may not be the design- savvy Honda or the stately limousine, but he sure can dream, and afford, the Maruti now. It was in 1898 that the first motorcar rode down India’s roads. From then till the First World War, about 4,000 cars were .directly imported to India from foreign manufacturers. The growing demand for these cars established the inherent requirements of the Indian market that these merchants were quick to pounce upon.
The Hindustan Motors (HM) was set up in 1942 and in 1944; Premier Autobackmobile (PAL) was established to manufacture automobiles in India. However, it was PAL who produced the first car in India in 1946, as HM concentrated on auto components and could produce their first car only in 1949. It was left to another company, Mahindra and Mahindra (M&M) to manufacture sturdier utility vehicles, namely the American Jeep.
In the 50s, the Government of India granted approval to only 7 car dealers to operate in India - HM, API, ALL, SMPIL, PAL, M&M and Telco. His protectionist policies continued to remain in place. The 60s witnessed the establishment of the two-three wheeler industry in India and in the 70s, things remained much the same. Since the 80s, the Indian car Industry has seen a major resurgence with the opening up of Indian shores to foreign manufacturers and collaborators.
The 90s have become the melting point for the car industry in India. The consumer is king. He is being constantly wooed by both the Indian and foreign manufacturers. Though sales had takes in the first few months of 1999, it is back to boom time. New models like Maruti’s Classic, the first few months of 1999, it is back to boom time. New models like Maruti’s Classic, A first few it is back to boom time. New models like Maruti’s Classic, A Station Wagon, Ford’s Icon, the new look Mitsubishi Lancer are all being launched with an eye on the emerging market. In these last years of the millennium, suffice it is to say that Indian cars will only grow from strength to strength.
Society of Indian Automobile Manufacturers (SIAM).The Society of Indian Automobile Manufacturers (SIAM) is the apex national association representing the Auto Industry. The Automotive Component Manufacturers Association of India (ACMA) The Automotive Component Manufacturers Association of India (ACMA), with a membership of over 365 companies, has been the Indian auto component industry's spokesman for the last 38 years.
The Western India Automobile Association (WIAA) was founded on October 15th 1919 and today is the largest and the oldest motoring body with over forty-eight thousand members and a network of 7 branches in 4 states of Western India. Federation of Automobile Dealers Associations (FADA).
INTRODUCTION TO THE SECTOR
Maruti Suzuki India Limited is a publicly listed automaker in India. It is a leading four-wheeler automobile manufacturer in South Asia. Suzuki Motor Corporation of Japan holds a majority stake in the company. It was the first company in India to mass- produce and sells more than a million cars. It is largely credited for having brought in an automobile revolution to India. It is the market leader in India and on 17 September 2007, Maruti Udyog was renamed Maruti Suzuki India Limited. The company's headquarters are in Gurgaon, Haryana (near Delhi).
Maruti Udyog Limited (MUL) was established in February 1981, though the actual production commenced in 1983 with the Maruti 800, based on the Suzuki Alto key car which at the time was the only modern car available in India, its' only competitors- the Hindustan Ambassador and Premier Padmini were both around 25 years out of date at that point. Through 2004, Maruti has produced over 5 Million vehicles. Maruti are sold in India and various several other countries, depending upon export orders. Cars similar to Maruti (but not manufactured by Maruti Udyog) are sold by Suzuki and manufactured in Pakistan and other South Asian countries.
The company annually exports more than 50,000 cars and has an extremely large domestic market in India selling over 730,000 cars annually. Maruti 800, till 2004, was the India's largest selling compact car ever since it was launched in 1983. More than a million units of this car have been sold worldwide so far. Currently, Maruti Alto tops the sales charts and Maruti Swift is the largest selling in A2 segment.
Due to the large number of Maruti 800s sold in the Indian market, the term "Maruti" is commonly used to refer to this compact car model. Till recently the term "Maruti", in popular Indian culture, was associated to the Maruti 800 model. Maruti Suzuki India Limited, a subsidiary of Suzuki Motor Corporation of Japan, has been the leader of the Indian car market for over two decades.
Maruti Suzuki offers 12 models, Maruti 800, Omni, Alto, Versa, Gypsy, A Star, Wagon R, Zen Estilo, Swift, Swift Dzire, SX4, and Grand Vitara. Swift, Swift dzire, A star and SX4 are manufactured in Manesar, Grand Vitara is imported from Japan as a completely built unit (CBU), remaining all models are manufactured in maruti Suzuki's Gurgaon Plant. More than half the numbers of cars sold in India wear a Maruti Suzuki badge. We are a subsidiary of Suzuki Motor Corporation Japan. Suzuki Motor Corporation, the parent company, is a global leader in mini and compact cars for three decades. Suzuki’s technical superiority lies in its ability to pack power and performance into a compact, lightweight engine that is clean and fuel efficient. Maruti is clearly an “employer of choice” for automotive engineers and young managers from across the country. Nearly 75,000 people are employed directly by Maruti.
• Maruti Udyog Limited (MUL) was established in Feb 1981 through an Act of Parliament, to meet the growing demand of a personal mode of transport caused by the lack of an efficient public transport system.
• Suzuki Motor Company was chosen from seven prospective partners worldwide. This was due not only to their undisputed leadership in small cars but also to their commitment to actively bring to MUL contemporary technology and Japanese management practices (which had catapulted Japan over USA to the status of the top auto manufacturing country in the world)
A license and a Joint Venture agreement were signed between Govt. of India and Suzuki Motor Company (now Suzuki Motor Corporation of Japan) in Oct 1982.
RESEARCH METHODOLOGY
Research methodology is a process to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. Why a research study has been undertaken, how the research problem has been defined. In what way and why the hypothesis has been formulated, what data have been collected and particular method has been adopted. Why particular technique of analyzing data has been used and a host of similar other questions are usually answered when we talk of research methodology concerning a research problem or study. A research design serves as a bridge between what has been established (the research objectives) and what is to be done, in the conduct of the study. In this project research done is of conclusive nature. Conclusive research provides information that help in making a rational decision. Descriptive design was choose to measure the satisfaction level of customers on the basis of different parameters such as quality, price, features, technology, after sale services etc. This design ensured complete clarity and accuracy. It also ensured minimum bias in collection of data and reduced the errors in data interpretation. Statistical method was followed in this research because the data was of descriptive nature and it also enabled accurate generalizations.
INTERPRETATION OF OUTPUT
Thus on the basis of above factor analysis it can be concluded that the major factors affecting the customer satisfaction is due to the grievances handling procedure at various dealers at Indore , it is also due to after sales services and the interior of the car. It can be also be said from the analysis that technology adopted by maruti Suzuki’s also a major factor contributing towards customer satisfaction of people purchasing maruti Suzuki.
Conclusion
In case of maruti Suzuki company maintainability the excellent factor, company should attention on interior of the car and some technology of the car. The company should try to reduced the price of the car and create awareness among the employees of the maruti Suzuki company.
After calculating the rotated component matrix table three table are identified
INTERIOR DESIGN, MILEAGE AND FUEL EFFICIENCY are major factor to customer satisfaction of maruti car.