A Summer Training Report On Customer Satisfaction A case study of JAMMU FORD

Submitted In Partial Fulfilment of The Degree Of Bachelor of Business administration By Manish Mahajan BBA (2010-2013) Roll No. 301350007 Under The Supervision Of Prof. Suresh Sadotra Department Of Management Studies Govt. M.A.M. College, Jammu

CONTENTS
Introduction
Objectives Research Methodology

Data Analysis & Interpretation

Findings Limitation Recommendations Conclusion

Introduction To Topic
Satisfaction are a persons feelings of pleasure or disappointment

resulting from comparing a products perceived performance relation to his/her expectations. If the performance falls short of expectation, the customer is dissatisfied. If the performance matches the expectation customer is satisfied. If the performance exceeds the expectation the customer is highly satisfied.
In todays world customer is the key of the success of any

business. So, customer satisfaction level play very key role to sale of the product. Thats why we decide to keep the project title related this key factor called Consumer satisfaction A case study of Jammu Ford.

Introduction To Ford
Ford Motor Company is an American multinational automaker

headquartered in Dearborn, Michigan, a suburb of Detroit. It was founded by Henry Ford and incorporated on June 16, 1903. The company sells automobiles and commercial vehicles under the Ford brand.
The modern Ford India Private Limited began production in 1996.

Its manufacturing plant is situated in Chennai and in 1926, Ford

India Private Limited began its production.

Objectives
1. To understand the customer satisfaction towards Ford. 2. To know the customer satisfaction about the features of Ford. 3. To know the customer satisfaction towards the after sales service offered by Ford. 4. To find the reasons for the dissatisfaction.

Research Methodology
A) Sample Site:- The survey was conducted in Jammu city.

(B) Sample size:-The sample size is 40 respondents.

(C) Sample Element:-The sample element of research is customers of

Jammu Ford. (D) Sample Extent:-The sample extent is limited to Jammu city. (E) Sample Duration:-The sample duration between June 15 to July 15, 2012. (F) Sampling Procedure:-The sampling procedure followed is convenience. (G) Research instrument:-In this study the research instrument is Questionnaire. The questionnaire contains two types of questions: 1. Dichotomous questions 2. Multiple-choice questions

Data Analysis & Interpretation

1. When you arrived at the workshop, how long did it take before you were greeted by someone?
S.No Attributes Percentage of respondents
40% 30%

a) b) c) d) e)

<5 min 5-7 min 7-15 min 15-20 min

25% 0%

20 min >

5%

Data Analysis & Interpretation

2. Please rate the time taken for handling over your vehicle for service/repair to workshop.
Attributes Percentage of respondents
15%

S.No

a)
b) c) d) e)

<5 min
35%

5-7 min 7-15 min 15-20 min 20 min > 30% 5% 15%

Data Analysis & Interpretation

3. Please rate the ease of arranging your visit to workshop through appointment call, sms etc.
S.No Attributes Percentage of respondents
40% 30%

a) b) c) d) e)

<5 min 5-7 min 7-15 min 15-20 min

25% 0%

20 min >

5%

Data Analysis & Interpretation

4. Please rate the whole process of getting vehicle in for service/repair
S.No Attributes Percentage of respondents
35% 40% 25% 0%

a) b) c) d) e)

Excellent Good Average Bad

Very Bad

0%

Data Analysis & Interpretation

5. Courtesy/friendliness of Service Advisors.

S.No

Attributes

Percentage of respondents
28% 52% 20% 0% 0%

a) b) c) d) e)

Excellent Good Average Bad

Very Bad

Data Analysis & Interpretation

6. Understanding of problem with the vehicle.

S.No

Attributes

Percentage of respondents
25% 40% 35% 0% 0%

a) b) c) d) e)

Excellent Good Average Bad

Very Bad

Data Analysis & Interpretation

7. Explanation of work to be done, charges and delivery time, while receiving the vehicle.
S.No Attributes Percentage of respondents 35% 25% 35% 5% 0%

a) b) c) d) e)

Excellent

Good
Average Bad Very Bad

Data Analysis & Interpretation

8. Please rate the overall performance of the Service Advisors.
S.No Attributes Percentage of respondents 30% 48% 20% 2% 0%

a) b) c) d) e)

Excellent

Good
Average Bad Very Bad

Data Analysis & Interpretation

9. Please rate the time taken by workshop staff for delivering your vehicle, after service/repair.
S.No Attributes Percentage of respondents 35% 40% 15% 10% 0%

a) b) c) d) e)

<5 min 5-7 min 7-15 min 15-20 min 20 min >

Data Analysis & Interpretation

10. Fairness of charges.

S.No

Attributes

Percentage of respondents
30% 30% 35% 5% 0%

a) b) c) d) e)

Excellent Good Average Bad

Very Bad

Data Analysis & Interpretation

11. Explanation of work done and charges for service/repair at time of delivery of the vehicle.
S.No Attributes Percentage of respondents
20% 40% 35% 5% 0%

a) b) c) d) e)

Excellent Good Average Bad

Very Bad

Data Analysis & Interpretation

12. Vehicle ready at promised time.

S.No

Attributes

Percentage of respondents
35% 20% 25% 10% 10%

a) b) c) d) e)

<5 min 5-7 min 7-15 min 15-20 min 20 min >

Data Analysis & Interpretation

13. Please rate the overall experience of picking up your vehicle after service/repair from the workshop.
S.No Attributes Percentage of respondents
20% 55% 25% 0% 0%

a) b) c) d) e)

Excellent Good Average Bad

Very Bad

Data Analysis & Interpretation

14. Ease of driving in/out of workshop.

S.No

Attributes

Percentage of respondents
5% 15% 50% 20% 10%

a) b) c) d) e)

Excellent Good Average Bad

Very Bad

Data Analysis & Interpretation

15. Cleanliness of workshop service facilities.

S.No

Attributes

Percentage of respondents
15% 50% 35% 0%

a) b) c) d) e)

Excellent Good Average Bad

Very Bad

0%

Data Analysis & Interpretation

16. Comfort of waiting area.

S.No

Attributes

Percentage of respondents 20% 45% 25% 10% 0%

a) b) c) d) e)

Excellent Good Average Bad Very Bad

Data Analysis & Interpretation

17. Please rate the overall workshop service facilities.

S.No

Attributes

Percentage of respondents
25% 40% 35% 0%

a) b) c) d) e)

Excellent Good Average Bad

Very Bad

0%

Data Analysis & Interpretation

18. Total time taken for servicing the vehicle.

S.No

Attributes

Percentage of respondents
15% 50% 25% 5% 5%

a) b) c) d) e)

Excellent Good Average Bad

Very Bad

Data Analysis & Interpretation

19. Thoroughness of maintenance/repair work performed.

S.No

Attributes

Percentage of respondents
5% 60% 30% 5% 0%

a) b) c) d) e)

Excellent Good Average Bad

Very Bad

Data Analysis & Interpretation

20. Availability of spare parts for service/repair.

S.No

Attributes

Percentage of respondents 10% 40% 20% 20% 10%

a) b) c) d) e)

Excellent Good Average Bad Very Bad

Data Analysis & Interpretation

21. Condition and cleanliness of vehicle on return.

S.No

Attributes

Percentage of respondents 20% 45% 35% 0% 0%

a) b) c) d) e)

Excellent Good Average Bad Very Bad

Data Analysis & Interpretation

22. Please rate the overall quality of work performed on your vehicle.
S.No Attributes Percentage of respondents 15% 45% 40% 0% 0%

a) b) c) d) e)

Excellent Good Average Bad Very Bad

Data Analysis & Interpretation

23. Was your vehicle picked up for service/repair and delivered back to the premises?
S.No Attributes Percentage of respondents 0%

a) b)

Yes

c)

No Not applicable

100%
0%

Data Analysis & Interpretation

24. Was your transportation provided for dropping and picking you from nearest convenient location?
S.No Attributes Percentage of respondents 0%

a) b)

Yes

c)

No Not applicable

100%
0%

Data Analysis & Interpretation

25. Were you notified by the service centre when your vehicle was due for routine maintenance?
S.No Attributes Percentage of respondents 30%

a) b)

Yes

c)

No Not applicable

70%
0%

Data Analysis & Interpretation

26. Were you contacted after the service to see if the work was performed to your satisfaction?
S.No Attributes Percentage of respondents 35%

a) b)

Yes

c)

No Not applicable

55%
10%

Findings
1. 2. 3. 4.

5.
6.

Service initiation process was good as the customers were greeted well and soon. The service advisor was good and helpful but sometimes was unable to understand some of the problem of the customers. Vehicle pick up process was good, vehicle was delivered at promised time with fair charges. Service facility was good, waiting room was comfortable but the driving in and out of workshop was uncomfortable. The quality of service was found to be good as the spare parts was available and the service was done in reasonable time. The workshop is not good in providing value added services.

Limitation
1. The study was conducted only in Jammu city.
2. Only one authorized service station for Ford cars in

Jammu city. 3. Lack of interest of people to join with the survey. 4. The limitation of time is a big factor of the survey. 5. Only convince sampling technique is used.

Recommendations
1. 2.

3.

4. 5.

The Ford should expand their business as there is only one service station in Jammu city. service station should also provide some value added services like vehicle pick and drop service. Ford service station should have all the spare parts because it is the only authorized service station in Jammu. Driving in and out of workshop was not good so few construction is required on the entry gate of the station. Company should take regular feedback should be there form the customer side.

Conclusion
FORD is acting as pioneer in the market of automobile industry.

The company has grown progressively and shown tremendous profits since from its inception regardless to the state of economy. The company has spread its roots and branches to all over India. The company is really performing very well earning good profits and even it is named Car of the year for Ford Figo.
As the research, has shown customer satisfaction regarding Ford

cars in Jammu is not up to the level. Ford needs to improve some parts of products, services in order to satisfy customers as high customer satisfaction level helps the company to retain its existing customer as well as generate new customer through word of mouth publicity.

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