30-06-2012, 03:37 PM
A SURVEY ON CUSTOMER SATISFACTION
Customer Satisfication Project.doc (Size: 368 KB / Downloads: 99)
INTRODUCTION
India is first largest manufacture and producer of 4 – Wheelers in the World. Maruti, India’s foremost automobile company has over the years created history with its collaborator, Suzuki of Japan. Join us on this journey that has made an indelible mark on a Nation.
India 4 – Wheelers industry started beginning in early 50’s Automobile Product of India (API) Which was located as Gaurgon, Delhi and Harayana State, started manufacturing Cars in India.
The Primary reason for growth of 4 – wheelers market is attributed to the fact that Indians, especially in the rural and semi urban areas retrying to change life style and people in metropolitan cities are completely disappointed with the public transportation.
So, there is tremendous growth in the 4 – wheeler segment. The customer is now faced with proliferation of brand models. Getting new customers as well as retaining them is an important task of manufactures. So, service after sales are very important. A satisfied customer brings in more name and goodwill to the company that in why Customer Satisfaction is given more importance in today’s competitive World.
A study on this aspect with Maruthi 4 – Wheelers at “VARUN MOTORS” was made.
NEED FOR THE STUDY
The 4 – Wheeler industry has been expanding rapidly those days have gone to feel possessing a 4 – wheelers was a luxury. Now a day it is viewed as a more necessary.
This industry has also customers, ranging from all demographic segments. It has been common signals that even college going P.G. Student’s are using 4 – wheelers. The common customers are also increasing due to growth in women literacy and employment.
Functionally then getting a new one, retaining a new customer has become more difficult one, cost effective wise, it is estimated that the cost of attracting a new customer is five times to the cost of retaining current customer. It requires a great deal of effort to induce satisfied customer Satisfaction is been given top Priority in today’s competitive World.
1. To ascertain the customer Satisfaction towards Maruti 4 – wheelers in VARUN MOTORS ltd a detailed study of customer attitudes and their level of satisfaction.
2. To have a detailed study on customers complaints and suggestions.
3. The study also includes assessing the future prospects of 4 – wheeler Industry.
In this way an effort has been to gain insight into above aspects and the detail of the organisation on these aspects. So that, this study can be used in a constructive manner by them if desired so.
OBJECTIVE OF THE STUDY
The main objective of establishing and implementing the customer Satisfaction is:-
1. To study the attitude and demographical factor of Maruti 4 – wheeler Customer.
2. To analyses the factor influencing the Purchase of Maruti Brand.
3. To assess the Customer Satisfaction with Maruti 4 – Wheelers.
4. To study Customer Satisfaction with the service of Varun Motors.
5. To enhance overall customer Satisfaction during the Sales Process.
METHODOLOGY
Methodology is the branch of logic concerned with the application of the Principal of reasoning to Scientific and Philosophical inquire. The method that is to be followed to proceed with research is called Methodology and the method adopted depends on the type of study and the nature of the study.
The data for the Study was collected from:-
1. PRIMARY DATA
A simple of 150 respondents was administered through mainly questionnaire and personal interviews and phone inquiries to know about the Customer Satisfaction with Maruti 4 – Wheelers.
2. SECONDARY DATA
The Secondary Data was collected from the VARUN MOTORS, Front Office and Records and also Brochures.
AREA AND PERIOD OF STUDY
The Vijayawada has been covered for the survey and the survey period is between july 15th to 31th August. The data collected has been tabulated and analyzed.
LIMITATION OF THE STUDY
1. As Customer Satisfaction intangible the measurement was difficult.
2. Some of the Customer was not responded properly.
3. The comparison between Varun Motors and other dealers has not been made due to the flack of information.
4. New customers who bought the 4 – wheelers recently were not aware of services offered.
5. Analysis is based on the information given by the Customers.
• PROFILE OF PASSANGER CARS
• PROFILE OF MARUTI CARS
PROFILE OF PASSANGER CARS IN INDIA
The 4 – wheelers industry is passing through is passing through a critical but interesting phase. For many years, it was growing continuously but the turning point came in 1996 Feb., when it started slowing down. The impact was rally felt in the next year when the overall growth was hardly 10%. This was also possible only because, the cars segment showed a healthy growth of 50%.
The net result is that is that Maruti cars now account for 53% of the 4 – wheelers market in April, May & June 2002.
The Varun Motors Ltd., mainly is the only dealers of the mature Branded cars.
NEW SEGMENTS
A step through segment like Maruti ZEN, VERSA and WAGON R.
DRAMATIC CHANGES
The new products have contributed to 35% of the growth and helped the producers improve their bottom line. The coming years will see increasing competition due to the priority in products in products and prices. The only differentiate will be technology, quality, product range and service.
Imaginative market will emphasize relationship building and customer satisfaction. New techniques such as direct marketing and institutional sales are being explorer by all. Some of them are taking the vehicle actually to the customers door step. Now the customer is king.
Luxury cars, Passenger cars & Multi purpose / Commercial cars. Product range from MUL had offers different cars of all these classification, i.e., SX4 & Eeco Cares in luxury days, M-800, ALTO, ZEN, WAGON-R falls in passenger cars, while OMNI, Alto & A-star Swift for multi purpose / commercial cars.
According to MUL managing director Jagdish Khattar, Swift has been positioned on the “aspirational” plank for young Indians.
PROFILE OF MARUTHI CARS
HISTORY:
Maruti Udyog Limited (MUL) was established as a private limited company in India on February 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. MUL is wholly owned by the Govt. of India at the time of its birth.
Suzuki Motor Company was chosen from seven prospective partner’s world wide. 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)
MUL was classified in the Public Sector as long as the equity of Government of India remained over 51% . 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, with Suzuki Motor Corporation (SMC) acquiring 26% of the equity.
This newly formed organisation were given the primary objectives of:
1. Modernizing the Indian Automobile Industry by bringing in the latest technology
2. Production of fuel- efficient vehicles to conserve scarce resources.
3. Production of a large number of motor vehicles which is necessary for economic growth.
Maruti created history by going into production in a record 13 months.
On 14 December 1983, the then Prime Minister of India. Mrs. Indira Gandhi, released the first Vehicle for sale by handing over the keys of a Maruti 800 to Mr. Harpal Singh of Delhi.
Maruti exceeded the volume targets, and in March 1994, it became the first Indian Company to produce over one million vehicles, a landmark yet to be achieved by any other car company in India. Maruti is the highest volume cat manufacture in Asia. Outside Japan and Korea, having produced over 4 million vehicles by April 2003. Maruti revolutionized the way Indians looked at cars.
VISION , VALUES & ETHOS OF MUL:
MUL Vision is to be a leader in the Indian Automobile Industry, Creating Customer Delight and Shareholder’s Wealth, transforming Maruti to be A pride of India.
The Core values of MUL are customer Obsession, Fast, Flexible and First Mover, Innovation and Creativity, Networking and Partnership Openness and Learning, Quality Systems and Consumer Satisfaction through Continuous Improvement of our Products and Services by following PDCA (PLAN-DO-CHECK-ACT) in all functions of our organization.
At Maruti, the approach to quality is in keeping wit the Japanese practice – “ build it into the product”. Technicians themselves inspect the quality of work. Supervisors educate and instruct technicians to continually improve productivity and quality. The movement of quality indicators is reviewed in weekly meetings by the top management
MUL believes that its employees are it’s greatest strength and asset. It is this underlying philosophy that has molded the workforce at Maruti into a team with common goals and objectives. The Employee- Management relationship is therefore characterized by :
• Participative Management .
• Team work & Kaizen1 .
• Communication and information sharing.
• Open office culture for easy accessibility
To implement this philosophy, several measures have been adopted like, a flat organizational structure . There are only three levels of responsibilities ranging from the Board of Directors, Division Heads to Department Heads. Other visible features of this philosophy are an open office, common uniforms (at all levels),and a common canteen for all .
This structure ensures better communication and speedy decision making processes. It also creates an environment that builds trust, transparency and a sense of belonging amongst employees.
DIRECTORS ON THE BOARD:
MUL is a Board-managed company. Currently the Directors on the Board are:
• Mr. Shinzo Nakanishi, Managing Director
• Mr. Jagdish khattar, managing Director
• Mr. Junzo Sugimori, joint managing Director
• Mr. Shinichi Takeuchi, Joint Managing director
• Mr. Kinji Saito, director ( Marketing and Sales )
• Mr. Osamu Suzuki. Director
• Mr. RC Bhargava, Director
• Mr. S V Bhave, Director
The Independent Directors on the board of Maruti are:
• Mr. Kumaramangalam Birla, chairman, A V Birla Group
• Mr. Amal Ganguli. Former Chairman, Price Waterhouse coopers, India
• Ms. Pallavi Shroff, Senior Partner, Amarchand and Mangaldas and Suresh A Shroff and co
• Mr. Manvedndra Singh Bnamga, chairman Hindustan Lever Ltd. ( HLL )
SMC increased its equity to 40% in 1989. In 1992 Maruti ceased to be a government company. As SMC’s equity holding went up to 50% in 2002, SMC’s share went up to 54.2% converting MUL into a subsidiary of SMC. The Govt. of India, s holding became 18.3% subsequent to an offer for sale of 27.5% of the company’s equity to the public including institutional investors.
To have a clear-cut idea regarding the latest share holding attern, please refer to the Appendix-A.
AWARDS AND ACHIEVEMENTS:
• In 2004, Maruti closed the financial year 2003-04 with an annual sale of 472122 units, the highest ever since the company began operations 20 years ago.
• In 2003, Maruti Udyog Ranks Highest in Customer satisfaction with dealer service in India for the fourth consecutive year in the J.D Power Asia pacific 2003 India customer satisfaction index (CSI) Study. A copy of the satisfaction index can be viewed in appendix-B.
• In 2003, Maruti has won the first place in “Excellence in suggestion scheme contest 2003 “which is the 6th consecutive award won in as many years. India National suggestion schemes association (INSSAN) organizes this contest. Since 1998 Maruti has won this a ward 10 times.
• In 2002, Maruti’s Quality Management System of its press shop & associated functions ( collectively ) termed as press function) got certification for conformance to the requirements of TS 16947 : 20021 standard. A copy of the ISO TS 16949: 2002 certificate received by Maruti true value (buying. Selling or exchange of pre-owned cars), Maruti Finance (car financing), Maruti Insurance and N2N (corporate lease & Fleet management).
• In 2001 – 2002 Maruti launched its new businesses. Maruti true value (buying, Selling or exchange of pre-owned cars), Maruti Finance (car financing), Maruti insurance and N2N (corporate lease & Fleet management).
• In 2001 Maruti Udyog ltd, became one of first automobile companies anywhere in the world to get an ISO 9000:2000 certification. AV Belgium, global auditors for international Organization for standardization ( ISO 0 certified Maruti after a four day long audit, covering varied parameters like customer focused organization, leadership, involvement of people, process approach, system approach to management, continual improvement, etc. A copy of the I so 9000:2000 certificate received my Maruti can be viewed in appendix – C.
• In 1999, central board of excise & customs awarded Maruti with “Samman Patra” for contribution to exchequer and being an ideal tax assesses.
• In may 1995, Maruti got ISO 9002 certification. The audit for this covered quality assurance in production, installation, marketing and scales as well as after saies services, we were also one of the first companies in the world to pioneer I so 9000 certification for our dealers.
• In 2004 Maruthi Suzuki was No.1 in Customer Satisfaction, No.1 in Sales Satisfaction, No.1 in Product Quality (Swift and Alto) and No.1 Product Appeal (Swift and Wagon R)
• No.1 in Total Customer Satisfaction (Maruti 800, Zen and Swift Ritz)
• Our market share grew from 42% to 54% in the competitive A2 segment (with Wagon R, Zen and Alto)
• Our overall sales increased by 23%. The Alto became India’s new best-selling car.
• Business World ranked us among the country five most respected companies.
• Business World ranked us the country’s most respected automobile company.
• Declared Manufacturer of The year by CNBC.
• Business Today – AC Nielsen ORG-MARG declared us one of India’s Greenest Companies.
• Hindustan Times Power Jobs proclaimed us the company with the Most Innovation Human Resource Practices’. And much more….
TRANSFER OF TECHNOLOGY
Every minute two vehicles roll out of the Maruti Plant. It is therefore imperative that the transfer of contemporary technology from partner Suzuki is a smooth process. Great stress is laid on training and motivating the people who maintain the equipment, since the best equipment alone cannot guarantee high quality and productivity. From the beginning it was a conscious decision to send people to Suzuki Motor Corporation for on-the-job training for line technicians. Supervisors and Engineers. This helps them to imbibe the culture in a way that merely transferring technology through documents can never replicate. At present 20% of our workforce have been trained under this program.