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INTERIM REPORT ON A STUDY ON CUSTOMER SATISFACTION ON POST-SALES SERVICE WITH REFERENCE TO TWO-WHEELER AUTOMOBILE INDUSTRY

AT AGARTALA

BY JOYDEEP DAS

ICFAI UNIVERSITY TRIPURA KAMALGHAT, TRIPURA (WEST)

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INTERIM REPORT ON A STUDY ON CUSTOMER SATISFACTION ON POST-SALES SERVICE WITH REFERENCE TO TWO-WHEELER AUTOMOBILE INDUSTRY AT AGARTALA BY JOYDEEP DAS
MBA; SEMESTER-IV, BATCH- 2010

A REPORT SUBMITTED IN PARTIAL FUFILLMENT OF THE REQUIREMENTS OF THE MBA PROGRAM (THE CLASS OF 2008-2010)

TABLE OF CONTENTS

1) Summary of the progress till date………………………………………………………. 2) Scheduling progress till now…………………………………………………………… 3) Objectives of the study………………………………………………………………… 4) Company profile……………………………………………………………………….. 5) Introduction……………………………………………………………………………. 5.1) Background of the study………………………………………………………….. 5.2) Importance of the study…………………………………………………………… 5.3) Scope of the study………………………………………………………………... 5.4) Limitation of the study…………………………………………………………… 6) Body of the thesis……………………………………………………………………… 6.1) Research methodology…………………………………………………………… 6.2) Choice of the subject……………………………………………………………... 7) References………………………………………………………………………………. 8) Appendices………………………………………………………………………………

SUMMARY OF THE PROGRESS TILL DATE

The progress of my thesis started when I have finalized the title of the thesis. Then I have started surveying the literature, prepared synopsis and submitted the same to my faculty guide. Then I have started gathering detailed idea about the working area. After gathering certain knowledge about the working area, I have started designing and preparation of the Questionnaire and sampling plan. Visiting the organization and collecting primary and secondary data from the customers according to the predetermined sample size. Preparing the questionnaire was not an easy job. I have consulted with my faculty guide Mr. Sujit Deb in order to clarify the doubts that were arousing in my mind while preparing the questionnaire. To prepare a questionnaire one must be clear with what is it that you want to ask, or research. Then based on that, develop a list of questions on whom? What? When? Where? Why? and How? The questions must be relevant to what you want to research. And the answers must lead you to your research objective. Questions are also divided into closed-ended. Closed-ended is when you provide a list of answers for the subject to choose.. I have tried to stick to closed-ended questions so that the data I collect won't deviate too far away. After preparing the questionnaire I have visited the organization tried to show them my work. There were certain changes which they wanted to make and accordingly I made those changes. I have also collected some data regarding the customers. According to my initial survey, I find out that maximum people were neutral in regards to attention given to them in the waiting area during the time of servicing of bike. Maximum people were satisfied regarding the understanding of the vehicle problem by the service staff and availability of spare parts. But most of the customer were not satisfied with the help provided by the service staff and also the customer were neutral in regards to the interest shown by the service staff in specific problems. This will help the company to improve their performance in this related area and also help to maintain customer loyal towards their servicing.

SCHEDULING PROGRESS TILL NOW

 1st Week: Gathering idea about the Management Thesis and selecting the sector and

company for my thesis work.
 2nd Week: Selection of title for Management Thesis.  3rd Week: Literature survey and preparation of synopsis, which includes objectives,

research methodology, limitation and reference.
 4th Week: Gathering detailed idea about the working area.  5th Week: Designing and preparation of Questionnaire and sampling plan.  6th Week: Designing and preparation of Questionnaire and sampling plan.

 6th Week: Visiting the organization and collect some data from the and the user of

two-wheeler and also the company executives according to the predetermined sample size.

OBJECTIVE OF THE STUDY
 To know the customer perception on post-sales service of two-wheeler automobile industry;  To identify whether services of two-wheeler automobile industry are up to the customer’s expectations or not;  To find out the customer satisfaction level on post-sales service of two-wheeler automobile industry;  To identify the areas of improvement so that the quality of two-wheeler automobile industry is enhanced;

COMPANY PROFILE

Bajaj Auto limited is one of the largest two wheeler manufacturing company in India apart from producing two wheelers they also manufacture three wheelers. The company had started way back in 1945. Initially it used to import the two wheelers from outside, but from 1959 it started manufacturing of two wheelers in the country. By the year 1970 Bajaj Auto had rolled out their 100,000th vehicle. Bajaj scooters and motor cycles have become an integral part of the Indian milieu and over the years have come to represent the aspirations of modern India. Bajaj Auto also has a technical tie up with Kawasaki heavy industries of Japan to produce the latest motorcycles in India which are of world class quality The Bajaj Kawasaki eliminator has emerged straight out of the drawing board of Kawasaki heavy industries. The core brand values of Bajaj Auto limited includes Learning, Innovation, Perfection, Speed and Transparency. Bajaj Auto has three manufacturing units in the country at Akurdi, Waluj and Chakan in Maharashtra, western India, which produced 2,314,787 vehicles in 2005-06. The sales are backed by a network of after sales service and maintenance work shops all over the country.

India has the largest number of two wheelers in the world with 41.6 million vehicles. India has a mix of 30 percent automobiles and 70 percent two wheelers in the country. India was the second largest two wheeler manufacturer in the world starting in the 1950’s with the birth of Automobile Products of India (API) that manufactured scooters. API manufactured the Lambrettas but, another company, Bajaj Auto Ltd. surpassed API and remained through the turn of the century from its association with Piaggio of Italy (manufacturer of Vespa).

The license raj that existed between the1940s to1980s in India, did not allow foreign companies to enter the market and imports were tightly controlled. This regulatory maze, before the economic liberalization, made business easier for local players to have a seller’s market. Customers in India were forced to wait 12 years to buy a scooter from Bajaj. The CEO of Bajaj commented that he did not need a marketing department, only a dispatch department. By the year 1990, Bajaj had a waiting list that was twenty-six times its annual output for scooters.

The TVS group was established in 1911 by Shri. T. V. Sundaram Iyengar. As one of India’s largest industrial entities it epitomizes Trust, Value and Service. It all began way back in 1984 when Sundaram Clayton Limited (A TVS Group company) introduced its 50 CC mopeds in the arena of road racing, notching up unbelievable speeds of 105 kmph. Since then, there has been no looking back for TVS Motor Company. TVS Racing was established in 1987 with the objective of improving the performance of its bikes. Over the years it has provided valuable data, design inputs, development of reliable motorcycle models, excellent vehicle dynamics & handling etc. The true evidence of it is seen in today's TVS Victor and TVS Fiero. Today, there are over thirty companies in the TVS Group, employing more than 40,000 people worldwide and with a turnover in excess of USD 2.2 billion.

INTRODUCTION
In the competitive high-tech marketplace, industries have long gone head-to head, openly vying for market share around the world. Now industries are seeking an edge over their rivals in the often undervalued area of service. The quality and delivery of post-sales service is becoming increasingly critical as businesses do everything in their power to be more costeffective, boost profit margins and meet customer demand for near-continuous availability of products. For finance directors, inventory reduction has become the corporate mantra as they seek to squeeze days-stock-on-hand, while increasing the level of customer service. Companies face a number of inefficiencies in post-sales service that increase costs and cause delays. Topping the list is inefficient network design, followed by factors such as poor visibility into inventory, long cycle times, inconsistent customer service, inventory obsolescence and the significant costs of brick-and-mortar investments. To overcome these obstacles and turn post-sales service into a competitive advantage, more manufacturers are seeking global service parts logistics assistance. The service parts logistics (SPL) industry supports the overall repair and maintenance of equipment as it moves through its post-sales lifecycle. SPL includes the management, distribution and return of parts, as well as parts repair and refurbishment. A service parts network includes order and inventory management, distribution and technical support, call centers, technical couriers, repair engineers and repair centers. Given client uptime requirements, an effective SPL network must provide for storage of parts in close proximity to field engineers and customer sites around the world. This project deals with study on customer satisfaction after sales service in Twowheeler Automobile industry especially Bajaj, Hero Honda and TVS. The project was done to know how retain the customer and thereby improve loyalty. The researcher found out lack of customer satisfaction. “Maximizing the customer satisfaction will maximize profitability and market share”. Focusing on satisfaction helps eliminate the negative word of mouth potential of dissatisfied customers. It has been found that more than 90 percent of dissatisfied customers won’t exert their own effort to contact a company to complain; they simply voicing their dissatisfaction to other potential customers. Losing one dissatisfied customer may be

more severe than it sounds. One dissatisfied customer may speak to as many as nine others, multiplying his/her dissatisfaction nine fold! Hence this project was undertaken to study the customer satisfaction and find out lack of customer satisfaction which will help to provide customer requirements. Customer support following the purchase of a product or service. In some cases, aftersales service can be almost as important as the initial purchase. The manufacturer, retailer, or service provider determines what is included in any warranty (or guarantee) package. This will include the duration of the warranty traditionally one year from the date of purchase, but increasingly two or more year’s maintenance and/or replacement policy, items included/excluded, labour costs, and speed of response. In the case of a service provider, after-sales service might include additional training or helpdesk availability. Of equal importance is the customer's perception of the degree of willingness with which a supplier deals with a question or complaint, speed of response, and action taken.

IMPORTANCE OF THE STUDY
Customer Satisfaction is the buzzword used by the business people for the success of organization in the present days. Due to the increases of heavy competition in every product – line it become difficult for the companies to retain the customers for longer time. So retain the customer for longer time the marketer has to do only one things i.e. customer satisfaction .If customer is fully satisfied by the product it not only rub the organization successfully but also fetch many benefits for the company . They are less process sensitive and they remain customer for a longer period. They buy addition products overtimes as the company introduce related produce related products or improved, so customer satisfactions is gaining a lot of importance in the present day. Every company is conducting survey on customer satisfaction level on their products .To make the products up to the satisfaction level of customers. This project is also done to know the customers satisfaction on the two-wheeler regarding post-sales service. The impact of automobile industry on the rest of the economy has been so pervasive and momentous that is characterized as second

industrial. It played a vital role in helping the nation to produce higher value good and services and in the enhancing their skills and impose tremendous demand for automobile. The decrease in the interest rate and easy available of loans from 2 to 3 years, lot of two-wheelers manufacturers company facing cut throat competition in the fields of technology and price, So to gain the market share it is important for the institutes to satisfy its customers and to retain the reputation and its image. This project will help me in getting job in future as I’ll make myself acquainted with the practical aspects of consumer perception and behavior with regard to post-sales service. As most of the company trying to retain its loyal customer, this project will be of great help to sustain in the competitive era and also maintain its market share and also help me in job interviews for the jobs in Two-wheeler Auto-mobile Industry.

BACKGROUND OF THE STUDY
Since time immemorial man has been trying to make things which would make life easier. Among this is the transportation for himself and the goods. The invention of wheel revolutionized concept of transportation. Initially human beings and animals were used drawings carts but the zest to faster and deliver large quantities in faster period resulted in constant improvement of wheel driven carts. In 1985 Gattlib palmer and Kalt benz invented the first petrol driven two wheeler .This was the beginning of the trend, which revolutionized the concept of personal transport. But with the passage of time the need for a fuel efficient light weight vehicle was felt.

SCOPE OF THE STUDY
The study has been conducted on “Consumer Satisfaction on Post –Sales Service with Reference to Two-Wheeler Automobile Industry” To the Organization  This project would enable the organization to find the customer requirements.  It would help the organization to make efficient service to the customer. To the researcher  This project would help the researcher in the partial fulfillment of Master of Business Administration degree.  The project has helped the researcher know about the organization and to know how customer satisfaction is important to the business.

LIMITATIONS OF THE STUDY
 The research will be conducted in a limited area.  The internet information can be irrelevant.  Time will be a major constraint.  Smaller sample may not always give better results. Sample may not be true representative of the whole population.  The possibility of biased responses can’t be ruled out.  Lack of availability of full information.

 Lack of interest of respondents.

RESEARCH METHODOLOGY
The description of the procedure used to carry out the study, comes under the methodological section of research report. The methodology includes the overall research design sampling and the field analysis procedure. As far my project report is concerned I have done my project on Two-Wheeler Automobile Industry and the title of my projects is “Consumer Satisfaction on Post –Sales Service with Reference to Two-Wheeler Automobile Industry.” and accordingly the methodology used is the following: Selection of sample: The study was carried out in Agartala. Sample size: 50

Sampling method: The sampling method used will be of Simple Random sampling (Respondent should have a two-wheeler) Sample Composition: a) Student b) Business persons c) Employee

Collection of Data: It is an elaborate process in which the researcher makes a planned search for all the relevant data. Collection of data is the basic requirement of all marketing research. In this study both primary and secondary data has been used.
 

Primary data: Structured Questionnaire Secondary data: The secondary data will be collected from Internet, different types of publication, articles, magazine, internet etc.

Research tool: Questionnaire is the most effective and convenient research instruments used for collecting data in preparing projects reports. In this study also questionnaire is prepared to collect data. Beside questionnaire observation method is also used. Modes of Analysis and interpretation: The research tools represent the information collected. The data collected are analysed in the form of bar diagram, cylindrical diagram, pie diagram, column diagram and then the interpretation is carried out.

CHOICE OF THE SUBJECT
In our country the growth of service marketing especially two-wheeler automobile industry at Agartala is still in its embryonic stage, as compared to the industrially advanced countries. It is for the fact that the economy of our country has been in the developing stage. There are various states in India where the two-wheeler automobile industry has been growing at rapid pace and they are playing an essential role in fulfilling the needs of the customers. Now-adays, the customers are more dynamic. Their taste, needs and preference can be changing as per current scenario. Hence the development of two-wheeler automobile industry mainly depends on the customer buying behavior and post-sales service satisfaction. The objective of incorporating Management Thesis in the curriculum is to train the student in designing and implementing a research work against a business problem and also to check whether the student can work under pressure and show creativity. As thesis is a vast field I have decided to do my thesis in the automobile industry sector especially two-wheelers section as because it help me find the areas of improvement of various two-wheeler company so that they can focus on it and maintain better relation with customer which will give me a better scope in the coming future. The subject of the thesis is to study the “Customer Satisfaction on PostSales Service with Reference to Two-wheeler automobile Industry”. I have chosen this very sector because here I will be able to implement my theoretical knowledge into practical situations. Moreover automobile industry sector especially two-wheelers is a huge sector, there is ample scope of implementing a research work against a business problem. My major specialization is marketing so the topic is very similar in nature.

REFERENCES
 “Consumer Behavior”, ICFAI, 2005.( MBA second year) 

“Research methodology” “Vishwa Publication, New Delhi,  Author: Kothari C.R.  Edition: 2nd edition Delhi,  Author: Kotler, Philip  Edition: 9th edition

 “Marketing Management”, Prentice Hall of India Pvt. Ltd. New

 Marketing Research Text and Cases
 Edition: 2nd edition

Author: Rajendra Nargundkar

APPENDICES:
QUESTIONNAIRE:
Name: Age: 18-25 Occupation: Address: 25-45 above 45

1. Which company’s motorbike do you have? Bajaj Hero Honda TVS

2. Do you aware of the service center? Yes No 3. Do you get any reminder from the dealer free service? Yes No 4. Do you use the waiting area in service center? Yes No 5. Do the vehicle examine in your presence by service staff? Yes No 6. Does the service staff fill the job cards in presence of you? Yes No
7. Did the service staff take your permission when additional work is to

be done? Yes

No

8. Do you pay any minimum charges during free service? Yes No 9. Did you asked for a test ride at the time of delivery? Yes No 10. Do you offered test ride before you demand your vehicle?

Yes 11. Yes

No Do you choose to go for test ride after servicing? No

Rank the following factor according to your level of satisfaction Attributes Extrem ely Satisfi ed Satisfi ed Neutr al Dissatis fied Extremel y Dissatisf ied

Overall reception at the service center The location of the outlet Cleanliness of the outlet Getting a service appointment Comfort level in the waiting area Ambience in the waiting area Space available in the waiting area Attention given in the waiting area Information given in the owner’s manual Help provided by the service staff Interest shown by service staff in specific problems Understanding of vehicle problem by service staff Availability of the spare parts Clarity In delivery time information Accuracy in delivery time Readiness of the vehicle at the time of delivery Cleanliness of the vehicle at the time of delivery

Handling and delivery of vehicle Satisfaction after test ride Rating of dealer in terms of quality of service Technical skill of mechanic

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