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Customer Satisfaction

Customer Satisfaction

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Published by Dilwar Hossain

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Published by: Dilwar Hossain on Apr 08, 2013
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TVS Motor Company is the third largest two-wheeler manufacturer in India and one among the top

ten in the world, with annual turnover of more than USD 1 billion in 2008-2009, and is the flagship company of the USD 4 billion TVS Group.





TVS Motor currently manufactures a wide range of two-wheelers from mopeds to racing inspired motorcycles. Motorcycles (Apache RTR 180, Flame DS 125, Flame, TVS Jive, StaR City, Sports) Variomatic Scooters (TVS Wego, Scooty Streak, Scooty Pep+, Scooty Teenz) Mopeds (TVS XL Super, TVS XL Heavy Duty)

TVS Motor Company - Mission
We are committed to being a highly profitable, socially responsible, and leading manufacturer of high value for money, environmentally friendly, lifetime personal transportation products under the TVS brand, for customers predominantly in Asian markets and to provide fulfilment and prosperity for employees, dealers and suppliers.

Vision Statement
TVS Motor - Driven by the customer TVS Motor will be responsive to customer requirements consonant with its core competence and profitability. TVS Motor will provide total customer satisfaction by giving the customer the right product, at the right price, at the right time. TVS Motor - The Industry Leader TVS Motor will be one among the top two two-wheeler manufacturers in India and one among the top five two-wheeler manufacturers in Asia. TVS Motor - Global overview TVS Motor will have profitable operations overseas especially in Asian markets, capitalizing on the expertise developed in the areas of manufacturing, technology and marketing. The thrust will be to achieve a significant share for international business in the total turnover. TVS Motor - At the cutting edge TVS Motor will hone and sustain its cutting edge of technology by constant benchmarking against international leaders. TVS Motor - Committed to Total Quality TVS Motor is committed to achieving a self-reviewing organization in perpetuity by adopting TQM as a way of life. TVS Motor believes in the importance of the process. People and projects will be evaluated both by their end results and the process adopted. TVS Motor - The Human Factor TVS Motor believes that people make an organization and that its well-being is dependent on the commitment and growth of its people. There will be a sustained effort through systematic training and planning career growth to develop employees talents and enhance job satisfaction. TVS Motor will create an enabling ambience where the maximum selfactualisation of every employee is achieved. TVS Motor will support and encourage the process of self-renewal in all its employees and nurture their sense of self worth. TVS Motor - Responsible Corporate Citizen

dealers and suppliers. which sets TVS apart from others. The founder of the company embodied these values and set an example for all employees to emulate. Underlying the success of the group is its philosophy of commitment to the cherished values of promoting trust. Continuous innovation and close customer interaction have enabled TVS companies to stay ahead of competition. Health and Environmental aspects with all business activities and ensure protection of employees and environment including development of surrounding communities. the TVS group has today emerged as India's leading supplier of automotive components. with annual turnover of more than USD 4 billion. which have won the coveted Deming Prize are from the TVS group. Value and Service. TVS Motor company Ltd (TVS Motor). to the founder of the company. to us within TVS they have always stood for Trust. Market leadership and rewards of business have followed naturally.Rather. financial services.100 years young The TVS group has always been inspired by a century long mission and vision of its own destiny.000 people. TVS believes that the success of any enterprise is built on the solid foundation of customer satisfaction. he wanted to create an enduring business led by a family of like minded workers and managers united by a set of shared high principles. TVS Group . The business ranges across automobile component manufacturing. manufacturing of powered two-wheelers. T V Sundaram lyengar. Today the TVS Group is the largest automotive component manufacturer in India. TVS Motor strives for long-term relationships of mutual trust and interdependence with its customers. The inspirational heritage Although the letters TVS represent the initials of our founder. components distribution. Quality at TVS determines not only the end product but the systems. the ordinary ambitions of a bus fleet operator or a vehicle servicing business would not suffice. This was the personal philosophy of the Group's Founder Shri T V Sundaram lyengar.member of the TVS group is the largest company of the group in terms of size and turnover. Driven by this inspiration. and it remains the overarching code by which the Group functions. Back in 1911. . contract manufacturing services and software development. value and customer service.TVS Motor firmly believes in the integration of Safety. The group has over 30 companies employing a workforce of 40. employees. computer peripherals. The first four companies in India. processes and operations at all levels. it is not just a business but a way of doing business.

(Kandampully. But the truth is that even satisfied customers leave for the attractive offer from competitors. (Gould. (Duffy.1 Background We are now living in a society where the demands on business are so much greater than ever before (Kandampully. 1998). 1998) Loyal customers would have several advantages. 1. the customers will stay with the firm. Furthermore. customers who are purchasing specific brand are more likely to introduce it to their friends and tend to be concerned in the feedback and evaluation of the product. As people who cannot live without eating.. due to the fact that customer expectations are continuously increasing. In a business context. corporations cannot continue to exist without satisfying their customers. which is very important in today’s business environment. Loyal customers also tend to buy from other channels. No business. 1995) Moreover. and hope that if the satisfaction scores are good. which would eliminate middle men and may increase the total consumption and reduce the costs of sales. no one knows how to do it. 1997). They usually lead to increased revenues for the company and are more likely to purchase additional goods and services (Gremler & Brown. for example customer relationship management and customer retention marketing. Corporations measure customer satisfaction. (Galbreath. to exceed their expectations.Customer Satisfaction in the Automobile Industry: a case about Prot. INTRODUCTION 1. loyalty can be described as customer commitment to do business with a particular corporation and purchasing their goods and services repeatedly. 2001). (Mittal & Lassar. These concepts . corporations are now required to go outside of their main need of satisfying the customers. 1997) Corporations therefore decided to focus more on customer loyalty in the long term business rather than just focusing customer satisfaction in the short term. 2002) Although corporations understand the value of keeping customers loyal.. can stay in business without satisfied customers. unless it is a state monopoly. for example through the Internet. 2003) The concept customer loyalty can be defined and measured in a number of ways (Zins. Customer loyalty also holds many different concepts.

Managers need to realize that all relationships are based on trust. the Proton Saga began in September 1985 at its first manufacturing plant in Shah Alam. Despite low quality of some products. production of the first model. 2003). it was Malaysia's dominant carmaker until the constitution of Perodua in 1993. Some people believe that previous products have been tested and would be more reliable. Sometimes people who driving. it was Malaysia's only carmaker until the establishment of its competitor and archrival Perodua in 1993. In addition. Mahathir Mohamad. This company founded in 1983.are important because of the benefits of keeping customers involvement in activities. Proton was established in 1983 under the direction of the former Prime Minister. some people prefer to be loyal to the previous product.2 Statement of problem Although there are a lot of different choices to have a vehicle. The 100. Dr. . Selangor. some people still are loyal to them and do not change. Its name is a Malay acronym for Perusahaan Otomobil Nasional. Initially the components of the car were entirely manufactured by Mitsubishi but slowly local parts were being used as technologies were transferred and skills were gained. Over 42% of its equity is owned by a government-owned company Khazanah Nasional Berhad. like other developing countries. Based on technology and parts from Mitsubishi Motors. In Malaysia. this stake was equally owned by Mitsubishi Motors Corporation and Mitsubishi Corporation until they sold its stake in that company. other products are more reliable and also quality of manufacturing this model is become lower and lower. the most important and necessary thing for business is loyalty. Lots of types of automobile are now moving in the streets of the world and lots of people are driving them. 1. One of the companies who is offering different types of vehicle and try to meet the customer’s satisfaction is Proton. Some believe Proton Saga was one of the successful models in Malaysia during previous decades but now. which is companies aim to developing long-term relationships (Duffy. show that are not satisfy with their vehicle. there are lots of models of vehicles with different brands and shapes. The aim of this paper is to measure customer satisfaction of Proton Saga drivers and understand how much they would be loyal for this product. Since then. For more than a decade since its establishment.000th Proton Saga was produced in January 1989. instead it requires many interactions within a long time. making it government-linked. (Galbreath. It does not occur within a moment. 2002) Nowadays driving an automobile is one of the most important demands for us whether to show image or as a useful instrument. which is hard to achieve but easy to destroy.

the monetary value of the automobile industry will appear by just a few customer contacts.The automobile industry was previously described by product orientation. while today the industry focuses on establishing long-term customer relationships at all levels of the distribution channel. buying their products and services frequently and recommending the corporation’s . most of them refer to a customer’s commitment to do business with a particular company. the creation of long-term relationships is a difficult process in an industry distinguished by mass production. For these reasons the aim of this study is to analyze satisfaction of customers from Proton Saga which is one of the most well-known and successful models of the Proton company and investigate the level of loyalty among them. knowledge about customers and a focus on their needs is considered to contribute to a car dealer’s competitive advantage. it is significant to point out that it covers both the evaluation of customer satisfaction and customer loyalty. involved companies try to have proper plan to have long term relationship with the customer. Service Satisfaction Customer Loyalty Customer Satisfaction Product Satisfaction 2. companies who are involve in this industry are probably willing to maintain customer relationships and therefore focus on customer loyalty. 1. As a result of this. However.3 Purpose & Research Questions The purpose of this paper is: to gain a better understanding of how customer would be satisfies from a product and how could be a loyal customer for the company. (Mittal & Lassar. Due to the fact that the automobile industry is distinguished by having customers with high level of profit potential. However. The profit margin is high and each customer is worth much more than only the sales price for a car. This purpose has resulted in three research questions as stated below: Research question one: How much the customer is satisfied from product? Research question two: How can describe customer loyalty in the automobile industry? Research question three: How can evaluate the customer satisfaction and customer loyalty in the automobile industry? In connection with research question three. Moreover. 1998) In comparing to other industries. because this industry is famous for having loyal customers. LITERATURE REVIEW The Concept of Customer Loyalty There are several definitions of customer loyalty. where customer contacts usually for small purchasing volumes.

2003) These concepts are concerned with customer loyalty because of the benefits of retaining and keeping customers. editorial and production costs of specific magazines. commitment or purchase intentions (Rundle-Thiele & Bennett. customer relationship marketing and customer retention marketing. management costs.. 2001). 2000) Evaluating customer loyalty There are establishment costs. (McIlroy & Barnett.offerings to friends and relatives (Uncles et al. customer relationship management. IT hardware. 2003) Need an essay? You can buy essay help from us today! Read more: http://www.php#ixzz2PEq7zVe4 . 2003). which has a direct impact on corporate profit.com/essays/marketing/a-case-about-proton-sagamalaysia-marketing-essay.ukessays. Past researches strongly emphasize and claim that keeping a customer is five times cheaper than finding other one. servicing costs. (Duffy. (Uncles et al. direct costs of rewards as well as the opportunity costs of spending money on a loyalty program instead of on other marketing initiatives. whereas attitudinal loyalty measures are based on stated preferences. for example. The concept of customer loyalty includes many different concepts that enclosed the process of keeping customers longer. enrollment costs. database creation and maintenance costs. Behavioral loyalty attempts to define brand loyalty in terms of the actual purchases observed over a time period.

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