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A STUDY ON CUSTOMER SATISFACTION TOWARDS AFTERSALES-SERVICE OF SELECTED SAMSUNG ELECTRONIC

PRODUCTS WITH - SPECIAL REFERENCE TO ASCENT E-DIGIT


SOLUTIONS (P) LTD, ERODE CITY

PROJECT REPORT

Submitted by
R.KOLANTHAVEL
Register No: 732812631015

in partial fulfilment of the requirements of Anna University, Chennai


for the award of the degree
of

MASTER OF BUSINESS ADMINISTRATION

SURYA ENGINEERING COLLEGE


METTUKADAI
ERODE 638 107
i

JUNE-2014

ii

SURYA ENGINEERING COLLEGE


METTUKADAI,
ERODE - 638 107
Department of Management studies

PROJECT REPORT
JUNE -2014
This is to certify that the project entitled A STUDY ON CUSTOMER
SATISFACTION TOWARDS AFTER-SALES-SERVICE OF
SELECTED SAMSUNG ELECTRONIC PRODUCTS WITH SPECIAL REFERENCE TO ASCENT E-DIGIT SOLUTIONS (P)
LTD, ERODE CITY
is a bonafide record of project work done by
R.KOLANTHAVEL
Register No: 732812631015
of MBA Degree during the year 2012- 14

-------------------------Project Guide

---------------------HOD

Submitted for the Project Viva-Voce examination held on ----------------------

------------------------Internal Examiner

-----------------------External Examiner

DECLARATION

I affirm that the project work entitled A STUDY ON CUSTOMER


SATISFACTION TOWARDS AFTER-SALES-SERVICE OF SELECTED
SAMSUNG ELECTRONIC PRODUCTS WITH - SPECIAL REFERENCE
TO ASCENT E-DIGIT SOLUTIONS (P) LTD, ERODE CITY

being

submitted in partial fulfilment of the requirements of Anna University, Chennai


for the award of MBA degree is the original work carried out by me. It has not
formed the part of any other project work submitted for award of any degree or
diploma, either in this or any other University.

R.KOLANTHAVEL
732812631015

I certify that the declaration made above by the candidate is true

Ms. G.M.AMARAVATHI, MBA., (PhD).,


Assistant Professor (SG)

iii

ACKNOWLEDGEMENT
First I thank and praise the God and parents for the countless blessings that they
showered upon me to complete this project work.

I take this opportunity to express my sincere thanks to Thiru K.KALAISELVAN,


Secretary and Correspondent, Surya Engineering College, Erode, for providing necessary
facilities to complete this project.

I would like to express my sincere thanks to Dr. S.VIJAYAN, Principal, Surya


Engineering College, Erode for his morale support to complete this project.

I extend my heartful thanks to Dr.G.R.VASANTHA KUMAR, M.B.A., M.Phil.,


Ph.D., Professor and Head, Department Of Management Studies, Surya Engineering
College, Erode for his valuable ideas and advice for the successful completion of this
project.

I would like to express my sincere thanks to my beloved guide


Ms.G.M.AMARAVATHI, MBA.,(PhD)., Assistant Professor(SG) in Management
Studies, Surya Engineering College, Erode for their valuable Guidance.

I would like to express my sincere thanks to guide Mr.R.SREENIVASAN,


BUSINESS DEVELOPMENT EXECUTIVE, in ascent e-digit Samsung showroom.

ABSTRACT
The Research study titled A STUDY ON CUSTOMER SATISFACTION
TOWARDS AFTER-SALES-SERVICE OF SELECTED SAMSUNG ELECTRONIC
PRODUCTS WITH - SPECIAL REFERENCE TO ASCENT

E-DIGIT SOLUTIONS

(P)LTD. ERODE CITY was conducted to find out the product awareness and perception
about ascent e-digit showroom.
The main objective of the study is to study the level of satisfaction towards after
sales-sales-service-of selective Samsung electronic products. The Research Methodology
used is descriptive research design and Random Sampling Technique was used with a
sample size of 300.
Primary data collections were made through a questionnaire. Secondary data were
collected from the past records and through websites. After the data collection, tools used
for the analysis were Percentage Analysis, Chi-Square, ANOVA Analysis, and Factor
Analysis. SPSS package was used in analysis. Colum charts were drawn.
From the analysis, it was found that the majority of the respondents are having
product awareness and perception about the ascent e-digit showroom. Suggestions were
provided for the product awareness and perception about to small reached for the
customer. It providing should be clear on the product awareness for ascent e-digit
showroom.

TABLE OF CONTENTS
CHAPTER NO

PARTICULAR

PAGE NO

ABSTRACT

LIST OF TABLES

vii

LIST OF CHARTS

viii

INTRODUCTION OF THE STUDY

1-17

1.1 Introduction of customer


satisfaction and after sales service

1.2 Introduction of Company Profile

1.3 Statement of the Problem

14

1.4 Objectives of the study

15

1.5 Scope of the study

16

1.6 Limitations of the study

17

II

REVIEW OF LITERATURE

18

III

RESEARCH METHODOLOGY

22

IV

ANALYSIS AND INTERPRETATION

26-51

4.1 Simple percentage analysis

26

4.2 Factor analysis

41

4.3 Anova

48

4.4 Chi square

50

FINDING, SUGGESTIONS AND CONCLUSION

52-55

5.1 Findings

52

5.2 Suggestion

54

5.3 Conclusion

55

APPENDIX

56

BIBLIOGRAPHY

61

LIST OF TABLE
TABLE NO

TABLE

PAGE NO

Gender

26

Age

27

Marital status

28

Education

29

Occupation

30

Income

31

Currently a product using by consumer

32

General perception about Samsung

33

Mode of purchase

34

10

Awareness about ascent e-digit solutions Samsung showroom

35

11

Frequency to get after sales service

36

12

Information about their after sales service

37

13.1

Buying of another Samsung electronic products in future

38

13.2

Not purchasing of Samsung electronics

39

Attraction of Samsung products among todays generation

40

14

LIST OF CHART
CHART NO

CHART

PAGE NO

Gender

26

Age

27

Marital status

28

Education

29

Occupation

30

Income

31

Currently a product using by consumer

32

General perception about Samsung

33

Mode of purchase

34

10

Awareness about ascent e-digit solutions Samsung showroom

35

11

Frequency to get after sales service

36

12

Information about their after sales service

37

13.1

Buying of another Samsung electronic products in future

38

13.2

Not purchasing of Samsung electronics

39

Attraction of Samsung products among todays generation

40

14

CHAPTER I
INTRODUCTION
1.1 INTRODUCTION OF THE STYDY
CUSTOMER SATISFACTION:
Customer satisfaction is defined as the degree of satisfaction provided by the
goods or services of a company. This is usually gauged by the number of customers
making repeat purchases. Customer satisfaction is critical if a company is to register high
sales profits. Customer satisfaction is a term frequently used in marketing. It is a measure
of how products and services supplied by a company meet or surpass customer
expectation. Customer satisfaction is defined as "the number of customers, or percentage
of total customers, whose reported experience with a firm, its products, or its services
(ratings) exceeds specified satisfaction goals.
"In a survey of nearly 200 senior marketing managers, 71 percent responded that
they found a customer satisfaction metric very useful in managing and monitoring their
businesses. It is seen as a key performance indicator within business and is often part of
a Balanced Scorecard. In a competitive marketplace where businesses compete for
customers, customer satisfaction is seen as a key differentiator and increasingly has
become a key element of business strategy."Within organizations, customer satisfaction
ratings can have powerful effects.
They focus employees on the importance of fulfilling customers expectations.
Furthermore, when these ratings dip, they warn of problems that can affect sales and
profitability. These metrics quantify an important dynamic. When a brand has loyal
customers, it gains positive word-of-mouth marketing, which is both free and highly
effective."
Therefore, it is essential for businesses to effectively manage customer
satisfaction. To be able do this, firms need reliable and representative measures of
satisfaction."In researching satisfaction, firms generally ask customers whether their
product or service has met or exceeded expectations. Thus, expectations are a key factor
behind satisfaction. When customers have high expectations and the reality falls short,
they will be disappointed and will likely rate their experience as less than satisfying. For
1

this reason, a luxury resort, for example, might receive a lower satisfaction rating than a
budget moteleven though its facilities and service would be deemed superior in
'absolute' terms."The importance of customer satisfaction diminishes when a firm has
increased bargaining

power.

For

example, cell

phone plan

providers,

such

as AT&T and Verizon, participate in an industry that is an oligopoly, where only a few
suppliers of a certain product or service exist.
As such, many cell phone plan contracts have a lot of fine print with provisions
that they would never get away if there were, say, a hundred cell phone plan providers,
because customer satisfaction would be far too low, and customers would easily have the
option of leaving for a better contract offer. There is a substantial body of empirical
literature that establishes the benefits of customer satisfaction for firms.

Purpose:

"Customer satisfaction provides a leading indicator of consumer purchase intentions and


loyalty." "Customer satisfaction data are among the most frequently collected indicators
of market perceptions. Their principal use is twofold:"
"Within organizations, the collection, analysis and dissemination of these data
send a message about the importance of tending to customers and ensuring that
they have a positive experience with the companys goods and services."
"Although sales or market share can indicate how well a firm is
performing currently, satisfaction is perhaps the best indicator of how likely it is
that the firms customers will make further purchases in the future. Much research
has focused on the relationship between customer satisfaction and retention.
Studies indicate that the ramifications of satisfaction are most strongly

realized at the extremes." On a five-point scale, "individuals who rate their


satisfaction level as '5' are likely to become return customers and might even
evangelize for the firm. (A second important metric related to satisfaction is
willingness to recommend. This metric is defined as "The percentage of surveyed
customers who indicate that they would recommend a brand to friends." When a
customer is satisfied with a product, he or she might recommend it to friends,
relatives and colleagues. This can be a powerful marketing advantage.)
"Individuals who rate their satisfaction level as '1,' by contrast, are unlikely to
return. Further, they can hurt the firm by making negative comments about it to
prospective customers. Willingness to recommend is a key metric relating to
customer satisfaction."
Customers are the assets of every business. Sales professionals must try their level
best to satisfy customers for them to come back again to their organization.

AFTER SALES SERVICE:


After sales service refers to various processes which make sure customers are
satisfied with the products and services of the organization. The needs and demands of
the customers must be fulfilled for them to spread a positive word of mouth. In the
current scenario, positive word of mouth plays an important role in promoting brands and
products.
After sales service makes sure products and services meet or surpass the
expectations of the customers. After sales service includes various activities to find out
whether the customer is happy with the products or not after sales service is a crucial
aspect of sales management and must not be ignored.
Why after Sales Service?
After sales service plays an important role in customer satisfaction and customer
retention. It generates loyal customers. Customers start believing in the brand and get
associated with the organization for a longer duration. They speak well about the
organization and its products.
A satisfied and happy customer brings more individuals and eventually more
revenues for the organization. After sales service plays a pivotal role in strengthening the
bond between the organization and customers.

After Sales Service Techniques:


Sales Professionals need to stay in touch with the customers even after the deal.
Never ignore their calls.
Give them the necessary support. Help them install, maintain or operate a
particular product. Sales professionals selling laptops must ensure windows are
configured in the system and customers are able to use net without any difficulty.
Similarly organizations selling mobile sim cards must ensure the number is
activated immediately once the customer submits his necessary documents.
Any product found broken or in a damaged condition must be exchanged
immediately by the sales professional. Dont harass the customers. Listen to their
grievances and make them feel comfortable.
Create a section in your organizations website where the customers can register
their complaints. Every organization should have a toll free number where the
customers can call and discuss their queries. The customer service officers should
take a prompt action on the customers queries. The problems must be resolved
immediately.
Take feedback of the products and services from the customers. Feedback helps
the organization to know the customers better and incorporate the necessary
changes for better customer satisfaction.
Ask the customers to sign Annual Maintenance Contract (AMC) with your
organization. AMC is an agreement signed between the organization and the
customer where the organization promises to provide after sales services to the
second party for a certain duration at nominal costs.
The exchange policies must be transparent and in favour of the customer. The
customer who comes for an exchange should be given the same treatment as was
given to him when he came for the first time. Speak to him properly and suggest
him the best alternative.
In an organization, sales representatives have the responsibility of creating brand
awareness and making products popular among the end users. They are the ones
who interact with the customers, understand their requirements and full fill their
needs and expectations.

1.2 INTRODUCTION ABOUT COMPANY:


Samsung Electronics: (Korean: Hanja)
Samsung Electronics Co., Ltd. Is a Korean multinational electronics company
headquartered in Suwon, South Korea. It is the flagship subsidiary of the Samsung
Group and has been the world's largest information technology company by revenues
since 2009.Samsung Electronics has assembly plants and sales networks in 88 countries
and employs around 370,000 people. For 2012 the CEO is Kwon Oh-Hyun.
Samsung has long been a major manufacturer of electronic components such
as lithium-ion batteries, semiconductors, chips, flash memory and hard drive devices for
clients such as Apple, Sony, HTC and Nokia. In recent years, the

company

has

diversified into consumer electronics. It is the world's largest manufacturer of mobile


phones and smart phones fuelled by the popularity of its Samsung Galaxy line of devices.
The company is also a major vendor of tablet computers, particularly its Androidpowered Samsung Galaxy Tab collection, and is generally regarded as pioneering
the pallet market through the Samsung Galaxy Note family of devices.
Samsung has been the world's largest maker of LCD panels since 2002,
the world's largest television manufacturer since 2006, and world's largest manufacturer
of mobile phones since 2011. Samsung Electronics displaced Apple Inc. as the world's
largest technology company in 2011 and is a major part of the South Korean economy.

History:
1969 to 1987: Early years:
Samsung Electric Industries was established as an industry Samsung Group in
1969 in Suwon, South Korea. Its early products were electronic and electrical appliances
including televisions, calculators, refrigerators, air conditioners and washing machines. In
1970, Samsung Group established another subsidiary, Samsung-NEC, jointly with Japan's
NEC Corporation to manufacture home appliances and audiovisual devices. In 1974, the
group expanded into the semiconductor business by acquiring Korea Semiconductor, one
of the first chip-making facilities in the country at the time. The acquisition of Korea
Telecommunications, an electronic switching system producer, was completed at the start
of the next decade in 1980.
By 1981, Samsung Electric Industries had manufactured over 10 million blackand-white televisions. In February 1983, Samsung's founder, Lee Byung-chull, made

an

announcement later dubbed the "Tokyo declaration", in which he declared that Samsung
intended to become a DRAM(dynamic random access memory) vendor. One year later,
Samsung became the third company in the world to develop a 64kbDRAM.[citation
needed] In 1988, Samsung Electric Industries merged with Samsung Semiconductor &
Communications to form Samsung Electronics.
19881995: Consumer struggles:
Samsung Electronics launched its first mobile phone in 1988, in the South Korean
market. Sales were initially poor and by the early 1990s Motorola held a market share of
over 60 percent in the country's mobile phone market compared to just 10 percent for
Samsung. Samsung's mobile phone division also struggled with poor quality and inferior
products until the mid-1990s and exit from the sector was a frequent topic of discussion
within the company. Samsung Electronics acquired a 40 percent stake in AST Research, a
United States-based personal computer maker, for US$378 million in February 1995.
19952008: Component manufacturing:
It was decided by Lee Kun-Hee that Samsung needed to change strategy. The
company shelved the production of many under-selling product lines and instead pursued
a process of designing and manufacturing components and investing in new technologies
for other companies. In addition, Samsung outlined a 10-year plan to shrug off its image
as a "budget brand" and to challenge Sony as the world's largest consumer electronics
manufacturer. It was hoped in this way Samsung would gain an understanding of how
products are made and give a technological lead sometime in the future. This patient
vertical integration strategy of manufacturing components has borne fruit for Samsung in
the late-2000s.
As Samsung shifted away from consumer markets, the company devised a plan to
sponsor major sporting events to remain in the public eye. One such sponsorship was for
the 1998 Winter Olympics held in Nagano, Japan.
As a chaebol, Samsung Group wielded wealth that allowed the company to invest
and develop new technology rather than build products at a level which would not have a
detrimental impact on Samsung's finances.
Samsung had a number of technological breakthroughs particularly in the field of
memory which are commonplace in most electrical products today. This includes the
world's first 64Mb DRAM in 1992, 256 Mb DRAM in 1994, 1Gb DRAM in 1996. In

2004, Samsung developed the world's first 8Gb NAND Memory chip and a
manufacturing deal was struck with Apple in 2005. A deal to supply Apple for memory
chips was sealed in 2005 and, as of October 2013, Samsung remains a key supplier of
Apple components, manufacturing the A7 processors that are inside the phone 5s model.
2008 to present: Consumer products:
The Samsung word mark as it appears on many Samsung products, The Samsung
display at the 2008 International Funkausstellung in Berlin For four consecutive years,
from 2000 to 2003, Samsung posted net earnings higher than five-percent; this was at a
time when 16 out of the 30 top South Korean companies ceased operating in the wake of
the unprecedented crisis.
In 2005, Samsung Electronics surpassed Japanese rival, Sony, for the first time to
become the world's twentieth-largest and most popular consumer brand, as measured by
Interbred.
In 2007, Samsung Electronics became the world's second-largest mobile-phone
maker, overtaking Motorola for the first time. In 2009, Samsung achieved total revenues
of US$117.4 billion, overtaking Hewlett-Packard to become the world's largest
technology company measured by sales.
In 2009 and 2010, the US and EU fined the company, together with eight other
memory chip makers, for its part in a price-fixing scheme that occurred between 1999
and 2002. Other companies fined included Infineon Technologies, Elapid Memory and
Micron Technology. In December 2010, the EU granted immunity to Samsung
Electronics for acting as an informant during the investigation (LG Display, AU
Optronics, ChimeiInnoLux, Chunghwa Picture Tubes and HannaStar Display were
implicated as result of the company's intelligence).Despite consistent growth, Samsung,
along with its chairman Lee Kun-hee, has developed a reputation for insecurity regarding
its financial stability and the potential for future crises to arise. After returning from a
temporary retirement period in March 2010, Kun-hee stated that "Samsung Electronics'
future is not guaranteed because most of our flagship products will be obsolete in 10
years from now."Samsung has emphasized innovation in its management strategy since
the early 2000s and it again highlighted innovation as part of core strategies when it
announced the Vision 2020 in which the company set an ambitious goal of reaching $400
billion in annual revenues within ten years. In order to cement its leadership in the

areas

of memory chip and television production, the company has invested aggressively in
research and development. The company has 24 research-and-development centers
around the world.
In April 2011, Samsung Electronics sold its HDD commercial operations to
Seagate Technology for approximately US$1.4 billion. The payment was composed of
45.2 million Seagate shares (9.6 percent of shares), worth US$687.5 million, and a cash sum
for the remainder.
In the first quarter of 2012, the company became the highest-selling mobile phone
company when it overtook Nokia, selling 93.5 million units compared to Nokia's 82.7
million units. Samsung also became the largest smart phone vendor as a result of strong
sales of its Galaxy SII and Galaxy Note devices.
In May 2013, Samsung announced that it had finally managed to test speedenhanced fifth generation (5G) technology successfully.
In April 2013, Samsung Electronics' new entry into its Galaxy S series smart
phone range, the Galaxy S4 was made available for retail. Released as the upgrade of the
best-selling Galaxy S III, the S4 was sold in some international markets with the
companys Exynos processor.
In July 2013, Samsung Electronics forecasted weaker than expected profits for its
April to June quarter. While analysts expected around 10.1 trillion won, Samsung
Electronics estimated an operating profit of 9.5 trillion (US$8.3 billion). During the
same month, Samsung acquired the media streaming device manufacturer Boxee for a
reported $30 million.
On August 5, 2013, invitations were received for the "Samsung Unpacked 2013
Episode 2" event on September 4, 2013 in Berlin, Germany during the annual IFA
conference. While the invitation does not present any details of the event, industry figures
stated that the launch of the Galaxy Note III device is expected, as Samsung used the
2012 IFA conference to launch the Galaxy Note II.
Samsungs mobile business chief Shin Jong-kyun stated to the Korea Times on
September 11, 2013 that Samsung Electronics will further develop its presence in China
to strengthen its market position in relation to Apple. The Samsung executive also
confirmed that a 64-bit smart phone handset will be released to match the ARM-based A7
processor of Apple's iPhone 5s model that was released in September 2013.

Due to smart phone salesespecially sales of lower-priced handsets in markets


such as India and ChinaSamsung achieved record earnings in the third quarter of 2013.
The operating profit for this period rose to about 10.1 trillion won (US$9.4 billion), a
figure that was boosted by memory chip sales to customers such as Apple, Inc. On
October 14, 2013, Samsung Electronics publicly apologized for using refurbished
components from cheaper desktop computers to fix higher-end products, after the
corporation's unethical business practices were exposed on the previous day by MBC
TVs current affairs magazine, 2580.
Samsung provided sponsorship for the 2014 Academy Awards ceremony and, due
to the use of the Samsung Galaxy Note smart phone product by host Ellen DeGeneres in
a group sulfide photograph that became an online viral phenomenon, the corporation
donated US$3 million to two charitable organizations selected by DeGeneres. The
official Samsung statement explained: "... we wanted to make a donation to Ellens
charities of choice: St Judes and the Humane Society. Samsung will donate 1.5 million
dollars to each charity."

Products:
By 2004 Samsung was the world's-largest manufacturer of OLEDs, with a 40
percent market share worldwide, and as of 2010 has a 98% share of the
global AMOLED market. The company generated $100.2 million out of the total $475
million revenues in the global OLED market in 2006. As of 2006, it held more than 600
American patents and more than 2,800 international patents, making it the largest owner
of AMOLED technology patents.
Samsung's current AMOLED smart phones use its Super AMOLED trademark,
with the Samsung Wave S8500 and Samsung i9000 Galaxy S being launched in June
2010. In January 2011, it announced its Super AMOLED Plus displays which offer
several advances over the older Super AMOLED displays real stripe matrix (50 percent
more sub pixels), thinner form factor, brighter image and an 18 percent reduction in
energy consumption.
In October 2007, Samsung introducing a ten-millimeter thick, 40-inch LCD
television panel, followed in October 2008 by the world's first 7.9-mm panel. Samsung
developed panels for 24-inch LCD monitors (3.5 mm) and 12.1-inch laptops (1.64 mm).
In 2009, Samsung succeeded in developing a panel for forty-inch LED televisions, with a

thickness of 3.9 millimeters (0.15 inch). Dubbed the "Needle Slim", the panel is as thick
(or thin) as two coins put together. This is about a twelfth of the conventional LCD panel
whose thickness is approximately 50 millimeters (1.97 inches).While reducing the
thickness substantially, the company maintained the performance of previous models,
including full HD resolution; 120 Hz refresh rate, and 5000:1 contrast ratio. On
September 6, 2013, Samsung launched its 55-inch curved OLED TV (model KE55S9C)
in the United Kingdom with John Lewis.
In early October 2013, the Samsung Corporation disseminated a press release for
its curved display technology with the Galaxy Round smart phone model. The press
release described the product as the "worlds first commercialized full HD Super
AMOLED flexible display." The manufacturer explains that users can check information
such as time and battery life when the home screen is off, and can receive information
from the screen by tilting the device.

1
0

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Samsung ML 2161 Laser PrinterRs.4,745

Samsung ML 2166 Laser PrinterRs.4,761

Samsung SCX 4321NS Multifunction Laser PrinterRs.12,900

Samsung ML 2951ND PrinterRs.13,500

Samsung ML 3310D PrinterRs.8,199

Samsung ML - 1866W PrinterRs.6,790

Samsung SCX 4701ND Multifunction Laser PrinterRs.14,990

Samsung ML - 3310ND PrinterRs.12,590

Samsung CLP-680ND Rs.39,999

Samsung CLP-365WRs.17,299

Samsung ML-2166WRs.6,500

Samsung ML-3310DRs.8,499

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Samsung ML-3310NDRs.16,999

Samsung ML-3710NDRs.26,999

Samsung ML-6510NDRs.74,999

Samsung ML-5510NDRs.58,999

Samsung ML-5015ND Rs.49,999

11

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Digital Inverter AC AR24HV5NBWK 2.0 TR MRP Rs. 60,100

Digital Inverter AC(Crystal gloss panel) AR12HV5DAWK 1.0 TR MRP Rs.


48,000

Digital Inverter AC (crystal gloss panel) AR18HV5DAWK 1.5 TR MRP Rs.


60,700

Digital Inverter AC AR18HV5NFWK 1.5 TR MRP Rs. 49,700

Purista Pattern AR12HC5TDUR 1.0 TR 5 Star MRP Rs. 36,600

Boracay AR18HC5TYUR 1.5 TR 5 Star MRP Rs. 42,700

MAX AR18HC2UXNB 1.5 TR 2 Star MRP Rs. 32,900

Crystal AR18HC5EXLZ 1.5 TR 5 Star MRP Rs. 43,600

SAMSUNG REFRIGERATORS PRICE IN INDIA 2014:

Samsung RR2015CSBRR/TL Single Door 195 Liters.Rs.12,900

Samsung RT26FARZASP/TL Double Door Refrigerator.Rs.22,400

Samsung RR1915RCAVL Single Door 180 Liters.Rs.14,526

Samsung RT26FAJSASL/TL Double Door Refrigerator.Rs.23,900

Samsung RFG28MESL1/XTL Side By Side Door.Rs.158,046

Samsung RT33FAJFABX Double Door 302 Liters.Rs.30,000

Samsung RT31HCLB1/CTL 271 Liters Refrigerator.Rs.22,990

Samsung RR2115TCA Single Door 212 Liters.Rs.18,300

Samsung RR1915TCARX Single Door 180 Liters.Rs.16,506

Samsung RR1915CCASA Single Door 190LRefrigerator.Rs.13,000

Samsung RS21HUTPN 585 Liters Digital Inverter.Rs.85,835

Samsung RT33FARZASP/TL Double Door Refrigerator.Rs.29,750

Samsung RT36FDJFASL/TL Double Door Refrigerator.Rs.37,000

Samsung RR2015RSBVL/TL Single Door 195 Liters.Rs.14,622

Samsung RT5582ATBSL/TL Double Door Refrigerator.Rs.58,989

Samsung RR2315TCAPX Single Door 218 Liters.Rs.19,984

Samsung RT42FEJQASP/TL Double Door Refrigerator.Rs.50,500

Samsung RT33FAJFASL/TL Double Door Refrigerator.Rs.30,700

Samsung RT39FDAGASL/TL Double Door Refrigerator.Rs.39,425

Samsung RR1915TCAPX Single Door 180 Liters.Rs.16,300

Samsung RS21HST Side-by-Side Door Refrigerator.Rs.72,072

Samsung RS21HZLMR1/XTL 585 LitersRefrigerator.Rs.109,452

Samsung RT5982ATBSL/TL Double Door Refrigerator.Rs.62,727

Samsung RT42FDAGASL/TL Double Door Refrigerator.Rs.44,650

Samsung RT36FARZASP/TL Double Door Refrigerator.Rs.35,000

Samsung RR2115RCAVL/TL 212 Liters Single.Rs.17,714

1.3 STATEMENT OF THE PROBLEM


The ascent e-digit showroom is one of the leading electronic product outlets in
Hassan district. It was established in the year 2000, & its delivering to the customers in
and around Hassan neighbouring districts. For the past 10 years its been into active in
promoting electronic products but in the recent past since 2008 the sales of electronics
was dismal due the satisfaction among large group of customers due to deteriorating in
the quality of after sales service.
Hence the management has felt the need to conduct through analysis about the existing
customer satisfaction and after sales service of selective Samsung products. Hence the
management had realized the need to conduct the result oriented analysis through the
management trainees. I was glad to accept this assignment from the organisation
perspective & as a part of MBA curriculum.
Customer satisfaction after sales & service is the important statement of the problem
in this project.

1.4 OBJECTIVES OF THE STUDY


Primary Objective:
To study the level of satisfaction towards after sales-sales-service-of selective
Samsung electronic products.

Secondary Objective:
To identify the customer expectation regarding after sales service of Samsung
products.
To find out the perception of response towards after sales of Samsung brand.
To identify the customer awareness about after sales service provided by Samsung
dealers.
To identify the level of satisfaction among Samsung customers.

1.5 SCOPE OF THE STUDY


This study highlights the customer satisfaction about ascent e-digit showroom.
The aim of the study is about people satisfaction towards after sales service of
Ascent e-digit showroom.
This study helps to know about consumer satisfaction and after sales service of
Ascent e-digit showroom.
The research findings of this study will help the ascent e- digit showroom to
improve the timings and the consumers needs.

1.6 LIMITATIONS OF THIS STUDY

The response given by the respondents may not be true, which may be subject to
change.

The respondents may be careless in responding to the questionnaire.

Unnecessary question arrived by illiterate people.

The study limits to the geographical area of Hassan.

The minimum respondents are not able to understand the question. So the missing
the value.

The time of the study short duration so extra data not include.

CHAPTER II
REVIEW OF LITERATURE
Goffin,Slater (1994) After-sales service has emerged as a major source of
competitive manoeuvring, so firms strive for competitive advantages with their after-sales
service portfolio to differentiate offers from competitors.
Larissa,(1994) The concept of customer service has been a generic term used by
industry and academia to describe a set of activities in which a firm engages to win and
keep customers. Simply differentiation of customer service refers it to a variable that
expands the image of a product and thereby offers the possibility of market dominance.
Adrian, (1995) In todays marketing environment, an increasingly important
source of competitive advantage is the way we serve customers. In recent years, more and
more organizations focus their attention on retaining existing customers rather than
attracting new ones.
Arvinder, (1996) An after-sales support strategy associated with a product may
include elements such as warranty provision, extended service contract provision,
availability of repair service, loan availability, toll-free phone support, etc.
Cohen and Whang, (1997) All of them believed that large number of extra aftersales service plans to consumers will lead to customer satisfaction and retention as well
as higher profitability.
According to Eppientte,(1997) customer service has been emerging as a
competitive weapon for business firms. He mentioned. it is becoming harder and harder
to complete o manufacturing excellence alone. Manufactures who thrive. Will complete
by bundling services with products . of course, use of customer service, as a form of
competition does not apply only to manufacturers. With the economy becoming
increasingly service based and new kinds of services being offered continually.
Rosen and Surprenant, (1998) Studied whether after sales service is enough for
the long relationship with customers. They selected two different industries with 220
respondents, while open ended questionnaire was used to collect the data. Both
descriptive and qualitative analyses were used to analyze the data. Results showed that

after sales service is marketing tool that create and establish long term relationship with
customers through good communication and flexibility.
Loomba, (1998) The last few decades have seen a growing trend toward
aggressive global competition, increased marketplace demands, and technological
changes. These developments are forcing organizations to take closer look at their
marketing channel strategy including addressing the issue of how to distribute their
products and offer associated after-sales service support. Many value-conscious
consumers are demanding that a companys products offer more value than its
competitors products not only in its design and manufacturing, but also in product
delivery and support.
Lyer, (1998) In coordinating distribution channels through contractual
arrangements; manufacturers must deal with retailers who compete not only in price, but
also in important non-price factors such as in store services, after sales support or faster
check-out. Coordinating the price and non-price competition among retailers can be a
difficult task.
Tore and Uday, (2003) Providing the proper after sales service is very important
for firms and customers. Traditionally, support merely constituted maintenance, service
and repair. However, as the scope of product support has broadened over the past decade,
it has also included such aspects as installation, commissioning, training, maintenance
and repair services, documentation, spare parts supply and logistics, product upgrading
and medications, software, and warranty schemes, telephone support, etc.
Chien, (2005) also agreed that free basic after-sales service plays an important
role in attracting more customer attention in a market with severe brand competition.
Offering adequate after-sales service to customers has become a major generator of
revenue, profit, and competency in modern industries.
Saccani,(2007) Defined after-sales service for manufactured goods as the set of
activities taking place after the purchase of the product, devoted to supporting customers
in the usage and disposal of goods.
Gaiardelli,(2007) Define after sale service as those activities taking place after
the purchase of the product and devoted to supporting customers in the usage and
disposal of the goods.

Rigopoulou, (2008) Described after-sales services as services that are provided to


the customer after the products have been delivered. After sales services are often
referred to as product support activities, meaning all activities that support the product
centric transaction.
Shaharudin, (2009) Examined the factors of after sales service, which affect
customer satisfaction in the electronic market of Malaysia. After sales service was
determined through the delivery, installation and warranty. 100 respondents were sampled
through closed ended questionnaire, while Ordinary Least Square was used to analyses
the data.
Potluri and Hawariat, (2010) The term after sales services has been
approached in the literature under two broad perspectives. When referring to service
providing companies, after sales services are being treated as one among several
supplementary service elements provided. On the other hand, when referring to tangible
goods, they are mostly seen as operative activities of some or all members of the
distribution chain.
Raddats, (2011) is of opinion that customers are no longer demand just for a
product but also a comprehensive solution for their problem; they are increasingly
moving away from requesting for a specific product to requesting for a certain service
package (including the original purchase and all aftermarket needs) instead.
Ruben, (2012) After-sales services are an important marketplace differentiator
because primary products are often physically comparable. Also agreed that after sales
service significantly enhance the value of the product to its users. He noted that
customers may decide to purchase a product based upon service and aftermarket
considerations. After-sales services are the sum of activities taking place after the
purchase of a product which:

Ensure that a product is available for trouble-free use over its useful life span and
guarantee the continuous availability of goods (preventive maintenance).

Replace failed products in a timely and cost-effective manner (reactive


maintenance).

Create competitive advantage for the customer (value added services).

2
0

Shaharudrn, (2013) After-sales service which is a part of customer relationship


management (CRM) helps to enhance a customer's loyalty. To date, there have been very
minimum studies that were conducted by taking into consideration the after-sales service
in business organizations particularly the electronic industry in Malaysia. Therefore from
the data presented in this study, it can be expected that the findings can benefit both
industrial and academician by giving a new source of ideas and information. There are
three research objectives of the study.

To investigate the effects of delivery on customer satisfaction,

To investigate the effects of installation on customer satisfaction and

To investigate the effects of warranty on customer satisfaction.


Mohdrizaimy, (2013) The delivery, installation and warranty aspects are

important for business organizations to make their customers satisfied and delighted. The
delighted customers in turn will remain loyal and always have a positive impression
towards the company and its products. This is true because fast delivery is very crucial to
the customers to meet their usage and production requirement. Installing a quality service
and a fast response towards the warranty claim will give an indication of good quality and
value product. Future research should focus on the similar study of factors affecting
customer satisfaction in after-sales service in other prominent industries such as
automotive, construction and other manufacturing as well as service sectors so that such
constructible findings and conclusions can be generalized from study. Results indicated
to confirm on the earlier literature that there was strong relationship between the
dependent variables of customer satisfaction and three independent variables; delivery,
installation, and warranty.

21

CHAPTER III
RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem. It
may be understood as a science of study how research is done scientifically. In it we
study the various steps that are generally adopted by the researcher in studying his
research problem along with the logic behind them.

3.1 RESEARCH DESIGN


This research studies are concerned with describing the characteristics of a
particular individual or of a group. This study concerned with specific predictions, with
narration of facts and characteristics concerning individual, group or situation are
examples of descriptive studies.
Descriptive Research
Descriptive research design is a type of research method that is used when one
wants to get information on the current status of a person or an object. It is used to
describe what is in existence in respect to conditions or variables that are found in a given
situation.

3.2 SAMPLE DESIGN


A sampling design specifies for every possible sample its probability of being
drawn, mathematically, a sampling design is denoted by the function P(s) which gives the
probability of drawing a samples.
Sampling technique : Random simple sampling
Sample size

300

Samplings area

: Erode

Primary data

: Questionnaires

Research tools

: Percentage analysis, chi-square analysis, factor analysis, anova


analysis.

Convenience Sampling
A type of non-probability sampling which involves the sample being
drawn from that part of the population which is close to hand. That is, readily available
and convenient. This sampling is used in this study.
Sample size
Sample size SS =

Zx (p) x (1 p)
C

= (1.96)*(0.5)*(1-0.5)

0.0016
=

3.8416*0.25

0.0016
=

600.25

SS = Sample Size
Z = Z-value (e.g., 1.96 for a 95 percent confidence level)
P = Percentage of population picking a choice, expressed as decimal
C = Confidence interval, expressed as decimal
Pop = Population
New

SS =

SS
( 1 + ( SS 1 ))
Pop

600
(1+(600-1)
1000

600
1.599

= 375.93

From the total population, the researcher had taken 300 samples as per their
convenience.

3.3 METHODS OF DATA COLLECTION


A questionnaire has been used for data collection. The researcher interviews the
respondents. Respondents are guided by the researcher to answer the questions in the
questionnaire.

Pilot Study
All questionnaires should be pre-tested on a 35 sample to ensure

the

questionnaire fulfils the requirement for the data to be collected . This provides the
researcher with an opportunity to clarify the questionnaire.

Data Collection Method


The researcher used questionnaire for collection of primary data. Secondary data
were collected from different sources.

Primary Data
The primary data were collected through questionnaire from customers of ascent
e-digit solutions (p) Ltd.

Secondary Data
The secondary data were collected from company profile, magazines, market
sources and internet.

3.4 TOOLS USED FOR ANALYSIS


Analysis is done on the bases of simple percentage and statistical analysis.
PERCENTAGE ANALYSIS
Percentage analysis is the method to represent raw streams of data as a percentage
(a part in 100-percent) for better understanding of correct data.
Percentage analysis = (No .of. Respondents/Total No. of .Samples)/100
FACTOR ANALYSIS
Factor analysis can be used to explore the data for patterns, confirm our
hypothesis, or reduce the many variables to a more manageable number.
ANOVA TEST
The test of significance based on t-distribution is an adequate procedure for
testing the significance of the difference between two sample means. In a situation when
we have three or more samples to consider at a time, an alternative procedure is needed
for testing the hypothesis that all the samples were drawn from the population with the
same mean. The basic purpose of the analysis of variance is to test the homogeneity.
CHI SQUARE TEST
The chi-square test is one of the simplest and most widely used non parametric
tests in statistical work. This test is used to find whether the two attributes are associated
2

are not. The quantity x describes the magnitude of the discrepancy between theory and
observation.
2

X = (Observed value-Expected value)


Expected value

CHAPTER IV
4 DATA ANALYSIS AND INTERPRETATION
4.1 PERCENTAGE ANALYSIS
TABLE NO: 1
GENDER
SL.NO

GENDER

FREQUANCY

PERCENTAGE

MALE

147

49

FEMALE

153

51

TOTAL

300

100

INTREPRETATION:
From the above table it is inferred that, among the total number of respondents
51% of the respondents are female, and 49% of the respondents are belongs to male
category.

CHART 1
GENDER
51.5
51

Percentage

51
50.5
50
49.5
49

49

48.5
48
MALE

FEMALE

Gender

TABLE NO: 2
AGE
SL.NO

AGE

FREQUANCY PERCENTAGE

21-30 years

128

43

31-40 years

172

57

TOTAL

300

100

INTERPRETATION:
From the above table it is inferred that , among the total number respondents 57%
of the respondents are belongs to 31-40 years of age group and 43% of the respondents
are belongs to 21-30 years of age group.

CHART 2
AGE
57

Percentage

60
50

43

40
30
20
10
0
21-30 years

31-40 years

Age

TABLE NO: 3
MARTIAL STATUS
SL.NO MARTIAL STATUS

FREQUANCEY PERCENTAGE

Married

214

71

Unmarried

86

29

TOTAL

300

100

INTERPRETATION:
From the above table it is inferred that, among the total number respondents,

71% of the respondents are married and 29% of the then unmarried.

CHART 3

Percentage

MARTIAL STATUS

80
70
60
50
40
30
20
10
0

71

29

MarriedUnmarried

Martial Status

TABLE NO: 4 EDUCATION

SL.NO

EDUCATION

FREQUANCY

PERCENTAGE

Illiterate

25

School Level

61

20

College

214

71

300

100

TOTAL

INTERPRETATION:
From the above table it is inferred that, among the total number respondents,
71% of the respondents are studying in college, 20% of the respondents qualification is
at school level, and 9% of them are illiterate.
CHART 4
EDUCATION
80

71

Percentage

70
60
50
40
20

30
20
10
0

Illiterate

School Level

Education

College

TABLE NO: 5
OCCUPATION
SL.NO

OCCUPATION

FREQUANCY PERCENTAGE

Agriculture

28

Business

59

20

Professional

101

34

Teacher/Professor

32

11

Employee

80

26

TOTAL

300

100

INTERPRETATION:
From the above table it is inferred that, among the total number respondents 34%
of the respondents are professional, 26% of the respondents are working as employee,
and 20% of the respondents are doing business, 11% of the respondents are
teacher/professor, and 9% of the respondents are doing agriculture.
CHART 5

Percentage

OCCUPATION
40
35
30

34
26

25
20
15
10
5
0

20
11

Occupation

30

TABLE NO: 6
INCOME
SL.NO

INCOME

FREQUANCY

PERCENTAGE

Below 10,000

Rs. 10,000-15,000

149

49

Rs. 15,001-20,000

89

30

Rs. 20,001-25,000

61

20

300

100

TOTAL

INTERPRETATION:
From the above table it is inferred that, among the total number respondents 49%
of the respondents are earning Rs. 10,000-15,000 as their income, 30% of them are
earning Rs.15,001-20,000 as their income, 20% of them are earning Rs. 20,001-25,000
as their income, and 1% is belongs to below 10,000 as their income.
CHART 6
INCOME
60

Percentage

50

49

40
30
20

30
20

10
1
0
Below 10,000Rs. 10,000-15,000 Rs. 15,001-20,000 Rs. 20,001-25,000

Income

TABLE NO: 7
CURRENTLY A PRODUCT USING BY CONSUMER
SL.NO

PRODUCT

FREQUANCY

PERCENTAGE

Washing Machine

88

29

Air Conditioner

86

29

Printer

66

22

Refrigerator

60

20

300

100

TOTAL

INTERPRETATION:
From the above table it is inferred that, among the total number respondents 29%
of the respondents are using Samsung washing machine and air conditioner, 22% of them
are using Samsung printer, and 20% of them are using Samsung refrigerator currently.
CHART 7
CURRENTLY A PRODUCT USING BY CONSUMER
35

Percentage

30

29

29

25

22

20

20

15
10
5
0
Washing Machine Air Conditioner

Printer

Refrigerator

Currently a Product using by Consumer

TABLE NO: 8
GENERAL PERCEPTION ABOUT SAMSUNG
SL.NO PERCEPTION

FREQUANCY

PERCENTAGE

Excellent

151

50

Poor

104

35

Fair

45

15

300

100

TOTAL

INTERPRETATION:
From the above table it is inferred that, among the total number respondents, 50%
of the respondents are having perception as excellent about Samsung products. 35% of
them are having poor perception, and 15% of them are having fair perception respondents
are poor, and 15% of the respondents are fair perception about Samsung products.
CHART 8
GENERAL PERCEPTION ABOUT SAMSUNG

Percentage

60
50

50

40

35

30
20

15

10
0
Excellent

Poor

General Perception

Fair

TABLE NO: 9
MODE OF PURCHASE
SL.NO

MODE OF PURCHASE

FREQUANCY

PERCENTAGE

By cash on delivery

189

63

By every month
instalment

111

37

300

100

TOTAL

INTERPRETATION:
From the above table it is inferred that, among the total number respondents 63%
of the respondents are buying through cash on delivery, and 37% of them are buying
through every month instalment.
CHART 9
MODE OF PURCHASE
70

63

Percentage

60
50
37

40
30
20
10
0
By cash on delivery

By early month instalment

Mode of Purchase

TABLE NO: 10
AWARENESS ABOUT ASCENT E-DIGIT SOLUTIONS SAMSUNG
SHOWROOM
SL.NO

AWARENESS

FREQUANCY PERCENTAGE

Television

48

16

Word of mouth

89

20

Dealer

73

24

Bill board

90

30

TOTAL

300

100

INTREPRETATION:
From the above table it is inferred that, among the total number of respondent
30% of the respondents are aware through bill board, 24% of them are aware through
dealer, 20% of them are aware through word of mouth advertisement and 16% of them
are aware through television about ascent e-digit solutions Samsung showroom .
CHART 10
AWARENESS ABOUT ASCENT E-DIGIT SOLUTIONS SAMSUNG
SHOWROOM
35

30

Percentage

30
24

25
20

20
16

15
10
5
0

Television

Word of mouth

Dealer

Bill board

Awareness about Ascent E-digit Solutions

TABLE NO: 11
FREQUENCY TO GET AFTER SALES SERVICE
SL.NO

FREQUENCY

FREQUANCY

PERCENTAGE

0 time

35

12

1 time

155

51

2 times

93

31

3 times

15

4 times

TOTAL

300

100

INTREPRETATION:
From the above table it is inferred that, among the total number of respondent
51% of the respondents are received only one time after sales service,31% of them are
received 2times after sales service,12% of them are not received any after sales
service,5% of them are received 3times and 1% of them are received 4times after sales
service from Samsung showroom.
CHART 11
FREQUENCY TO GET AFTER SALES SERVICE
60

Percentage

51
50
40
31
30
20

12

10

0
0 time

1 times

2 times

3 times

4 times

Frequency to get After Sales Service

TABLE NO: 12
INFORMATION ABOUT THEIR AFTER SALES SERVICE
SL.NO

INFORMATION

FREQUANCY PERCENTAGE

Very well informed

91

30

Well informed

59

20

Poorly informed

121

40

Very poorly
informed

29

10

TOTAL

300

100

INTREPRETATION:
From the above table it is inferred that, among the total number of respondents
40% of the respondents are poorly informed, 30% of the respondents are very well
informed, 20% of the respondents are well informed, and 10% of the respondents are
very poorly informed about their after sales service.
CHART 12
INFORMATION ABOUT THEIR AFTER SALES SERVICE

Percentage

45
40
35
30
25
20
15
10
5
0

40
30
20
10

Very wellWell informedPoorly informedVery poorly


informedinformed

Information About

TABLE NO: 13.1


BUYING OF ANOTHER SAMSUNG ELECTRONIC PRODUCTS IN FUTURE
SL.NO

PRODUCT

FREQUANCY

PERCENTAGE

Washing Machine

13

Air conditioner

41

14

Printer

68

23

Refrigerator

54

18

TOTAL

176

59

INTREPRETATION:
From the above table it is inferred that, among the total number of respondents,
23% of the respondents would like to buy Printer, 18% of them would like to buy
Refrigerator, 14% of them would like to buy Air Conditioner, and 4% of them would like
to buy Washing machine.
CHART 13.1
BUYING OF ANOTHER SAMSUNG ELECTRONIC PRODUCTS IN
FUTURE

Percentage

25

23

20

18
14

15
10
5

0
Washing Machine Air conditioner

Printer

Refrigerator

Buying of Products in Future

TABLE NO: 13.2


NOT PURCHASING OF SAMSUNG ELECTRONICS
SL.NO

NOT PURCHASE

FREQUANCY

PERCENTAGE

High price

31

10

Rare availability of spare parts

93

31

124

41

TOTAL

INTREPRETATION:
From the above table it is inferred that, among the total number of respondents,
31% of the respondents here said, due to rare availability of spare parts, they not purchase
Samsung electronic goods, and 31% of them here said due to high price.

CHART 13.2
NOT PURCHASING A SAMSUNG ELECTRONICS

Percentage

35

31

30
25
20
15
10

10

5
0

High price

Rare availability of spare parts

Not Purchasing

TABLE NO: 14
ATTRACTION OF SAMSUNG PRODUCTS AMONG TODAYS GENRATION
SL.NO

ATTRACTION

FREQUANCY PERCENTAGE

Strongly disagree

Disagree

16

Neutral

100

33

Agree

113

39

Strongly agree

67

22

TOTAL

300

100

INTREPRETATION:
From the above table it is inferred that, among the total number of respondents,
39% of the respondents are neutral, 33% of the respondents are agree, 22% of the
respondents are strongly agree, 5% of the respondents are disagree, and 1% of the
respondents are strongly disagree.
CHART 14

Percentage

ATTRACTION OF SAMSUNG PRODUCTS AMONG TODAYS GENRATION


45
40
35
30
25
20
15
10

5
0

39
33

22

5
1
Strongly Disagree
disagree

Neutral

Agree

Strongly
agree

Attraction of Samsung

40

TABLE NO: 15.1


FACTOR ANALYSIS
EXPECTATION OF THE SAMSUNG PRODUCTS

KMO and Bartlett's Test


Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Approx. Chi-Square
Bartlett's Test of Sphericity

.553
3785.242

Df

105

Sig.

.000

Total Variance Explained


COMPONENT

INITIAL EIGENVALUES

ROTATION SUMS OF SQUARED


LOADINGS

Total

% of Variance

Cumulative %

Total

% of Variance

Cumulative %

3.290

21.934

21.934

3.023

20.152

20.152

2.931

19.539

41.474

2.911

19.404

39.556

2.131

14.205

55.679

2.285

15.236

54.792

1.995

13.299

68.978

2.085

13.903

68.695

1.955

13.032

82.010

1.997

13.315

82.010

.859

5.730

87.740

.625

4.169

91.909

.377

2.515

94.424

.239

1.597

96.021

10

.162

1.081

97.102

11

.126

.840

97.943

12

.105

.702

98.644

13

.082

.549

99.193

14

.069

.463

99.656

15

.052

.344

100.000

Rotated Component Matrix


COMPONENT
1

Offers, price discount

.835

.043

.157

.182

-.334

-.775

.014

.438

.148

.114

Performance

.765

-.179

.061

.323

.446

Durability

.742

.135

.025

-.487

-.008

Reliability

.187

.831

-.062

-.002

-.104

Less maintenance cost

-.229

.817

.090

-.240

-.019

Design style

-.012

-.789

.074

-.044

.028

Gift

-.060

.643

-.267

.287

.420

More models

-.191

.176

.853

-.211

-.145

Quality

.027

-.300

.792

.298

.050

Affordable Price

.508

-.341

.675

.148

.259

After sales service

.245

.281

.094

.848

-.015

Exchange product value

.162

.192

-.019

-.776

.085

All product availability

.302

.238

.211

-.031

-.852

Quick delivery

.155

.231

.336

-.265

.813

Service

INTERPRETATION:
From the factor analysis, it is found that only the five factors are highly affected
while buying Samsung products, the first factor is offer, price, discount (0.835) and the
nd

rd

th

2 factor is reliability (0.831) and the 3 factor is more model (0.853) and the 4 factor
is after sales service (0.848) and fifth factor is quick delivery (0.813).

TABLE NO: 15.2


FACTOR ANALYSIS
EXPECTATION OF AFTER SALES SERVICE IN ASCENT DIGIT
SOLUTIONS
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Approx. Chi-Square

.456
1749.198

Bartlett's Test of Sphericity Df

45

Sig.

.000

Total Variance Explained


Component

Initial Eigen Values

Rotation sums of squared


loadings

Total

% of Variance

Cumulative %

Total

% of Variance

Cumulative %

3.442

34.422

34.422

2.794

27.938

27.938

1.815

18.150

52.573

2.414

24.144

52.082

1.785

17.850

70.422

1.834

18.340

70.422

.971

9.711

80.133

.654

6.539

86.672

.465

4.648

91.319

.444

4.438

95.757

.249

2.490

98.247

.107

1.074

99.321

10

.068

.679

100.000

Rotated Component Matrix


Component
While fault was being rectified
Staff efficiency staff courtesy
Customer complain
Equipment returned
Semi-Follow-Up
Understanding and accessing
of your problem
Relationship maintain
Service charges
Time taken
Response

.880
.839
-.694
-.592
-.008

.023
.160
-.388
.162
.901

.258
.021
.162
.094
.050

.015

.900

-.007

-.545
-.034
.347
.255

-.653
.291
.048
.273

-.143
.799
.773
-.688

INTERPRATATION:
From the factor analysis, it is found that only three factors are highly affected
expectation of after sales service in ascent digit solutions. The first factor is while fault
nd

was being rectified (0.880) and the 2 factor Understands and accessing of your problem
rd

(0.900) and the 3 factor is (0.799).

TABLE NO: 15.3


FACTOR ANALYSIS
SATISFIED WITH AFTER SALES SERVICES OF ASCENT DIGIT SOLUTIONS
SHOWROOM

KMO and Bartlett's Test


Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Approx. Chi-Square
Bartlett's Test of Sphericity
Df

.544
2252.667

Sig.

45
.000

Total Variance Explained


Component

Initial Eigen Values

Rotation sums of squared


loadings

Total

% of Variance

Cumulative %

Total

% of Variance

Cumulative %

3.895

38.955

38.955

3.072

30.717

30.717

2.203

22.032

60.987

2.900

29.004

59.721

1.403

14.029

75.016

1.529

15.295

75.016

.798

7.985

83.000

.597

5.965

88.966

.501

5.012

93.977

.313

3.133

97.110

.168

1.682

98.792

.082

.822

99.614

10

.039

.386

100.000

Rotated Component Matrix


Component
Response
Semi-Follow-Up
While fault was being rectified
Customer complain
Relationship maintain
Time taken
Understanding and accessing of your
problem
Equipment returned
Staff efficiency staff courtesy
Service charges

-.903
-.898
.706
.620
.029
.456

.196
-.105
.578
.257
-.841
.812

-.121
.138
.053
-.193
.266
.141

.387

-.710

.346

.236
.006
-.392

.645
.113
-.388

.231
.906
.610

INTERPRATATION:
From the factor analysis, it is found that only the three factors are highly affected
satisfied with after sales services of ascent digit solutions showroom. The first factor is
nd

while fault was being rectified (0.706) and the 2 factor is time taken (0.812) and the 3
factor is Staff efficiency staff courtesy (0.906).

rd

TABLE NO: 16.1


ANALYSIS OF VARIANCE
The test of significance based on t-distribution is an adequate procedure for
testing the significance of the difference between two sample means. In a situation when
we have three or more samples to consider at a time, an alternative procedure is needed
for testing the hypothesis that all the samples are drawn from the population with the
same mean. The basic purpose of the analysis of variance is no test the homogeneity.
RELATIONSHIP BETWEEN INCOME AND EXPECTATION OF THE
SHOWROOM

Aim: To find the variance between the gender group of the respondents and expectation
level of about Samsung showroom.
Null Hypothesis (H0): There is no variance between the income group of the
respondents and expectation level of about ascent e-digit showroom..
Alternative Hypothesis (H1): There is a variance between the income group of the
respondents and expectation level of about ascent e-digit showroom.

ANOVA
Income
Sum of
Squares
Between
Groups

Df

Mean
Square

81.461

Within Groups

105.539

297

Total

187.000

299

40.730 114.620

Sig.
.000

.355

INTERPRATATION:
As the calculated of F value (114.620) is greater than the table value (2) at 5%
so we reject the null hypothesis and there is a close significant difference among income
and expectation factors.

TABLE NO: 16.2


RELATIONSHIP BETWEEN AGE AND SATISFIED WITH THE ASCENT
DIGIT SHOWROOM
Aim: To find the variance between the gender group of the respondents and satisfaction
level of about Samsung showroom.
Null Hypothesis (H0): There is no variance between the age group of the respondents
and satisfaction level of about ascent e-digit showroom.
Alternative Hypothesis (H1): There is a variance between the age group of the
respondents and satisfaction level of about ascent e-digit showroom.

ANOVA

Age
Sum of
Squares
Between
Groups

Df

Mean
Square

4.517

2.259

Within Groups

68.869

297

.232

Total

73.387

299

F
9.740

Sig.
.000

INTERPRATATION:
As the calculated F value (9.740) is greater than the table value (2) at 5%. We
reject the null hypothesis and there is close significance difference in age and satisfied
with the ascent digit showroom.

TABLE NO: 17
CHI SQUARE TABLE
PREFER THIS SHOWROOM AND FREQUENCY TO GET AFTER SALES
SERVICE
Null Hypothesis (H0):
There is no significant relationship between prefer this showroom of the
respondents and how many times did you get after sales service.
Alternative Hypothesis (H1):
There is significant relationship between prefer this showroom of the respondents
and how many times did you get after sales service.
Level Of Significance:
1.5 or 5% level of significance
CROSS TAB
HOW MANY TIMES DID YOU GET AFTER SALES SERVICE * SAT CROSS
TABULATION
Sat
Very less

Less

importance

importance

23

10

35

0.0%

15.8%

9.4%

4.3%

11.7%

31

91

33

155

0.0%

21.2%

85.8%

70.2%

51.7%

88

93

100.0%

60.3%

2.8%

2.1%

31.0%

11

15

0.0%

1.4%

1.9%

23.4%

5.0%

0.0%

1.4%

0.0%

0.0%

0.7%

146

106

47

300

100.0%

100.0%

100.0%

100.0%

0 times

1 times
How many times did you
get after sales service

2 times

3 times

4 times

Total

Count
% within sat
Count
% within sat
Count
% within sat
Count
% within sat
Count
% within sat
Count
% within sat

Total

50

Neutral

100.0%

Chi-Square Tests
Value

df

Asymp. Sig.
(2-sided)

180.233
190.464

12
12

.000
.000

Linear-by-Linear
Association

6.162

.013

N of Valid Cases

300

Pearson Chi-Square
Likelihood Ratio

a. 9 cells (45.0%) have expected count less than 5. The minimum expected
count is .01.

DEGREES OF FREEDOM
=(R-1)*(C-1)
=(5-1)*(4-1)
=(4)*(3)
=12
From the degrees of freedom with 5% level of significant the Table value,
TV = 0.000
Hence, calculated value is greater than the Table value,
CV>TV (180.233>0.000)
Null hypothesis is rejected.

INTERPRETATION:
Therefore, there is a significant relationship between preference about showroom and
frequency to get after sales service.

CHAPTER V
FINDINGS, SUGGESTIONS AND CONCLUSION
5.1 FINDINGS
51% of the respondents are female gender.
57% of the respondents are belongs to 31-40 years of age group.
71% of the respondents are married
71% of the respondents are studying in college.
34% of the respondents are professional.
49% of the respondents are earning Rs. 10,000-15,000 as their income.
29% of the respondents are using Samsung washing machine and air conditioner
50% of the respondents are having perception as excellent about Samsung
products.
63% of the respondents are buying through cash on delivery.
30% of the respondents are aware through bill board.
51% of the respondents are received only one time after sales service.
40% of the respondents are poorly informed.
23% of the respondents would like to buy Printer in future years.
31% of the respondents wait go for future purchase due to rare availability of
spare parts.
39% of the respondents are said that, todays generations are attracted by
Samsung.
FACTOR ANALYSIS
The following are analyzed
The extracted three factors showed a cumulative variance of 82%, which means a
good factor analysis, has been done.
The extracted three factors showed a cumulative variance of 70%, which means a
good factor analysis, has been done.
The extracted three factors showed a cumulative variance of 75%, which means a
good factor analysis, has been done.

ANOVA ANALYSIS
The following are interpreted
There is a variance between the income group of the respondents and expectation
level of about ascent e-digit showroom.
There is a variance between the age group of the respondents and satisfaction
level of about ascent e-digit showroom.

CHI-SQUARE ANALYSIS
The following are analyzed
There is significant relationship between prefer this showroom of the respondents
and how many times did you get after sales service.

5.2 SUGGESTION
Samsung e-digit solutions have to provide adequate and updated information
about the product to the customer as and when required through the trained
persons.
Customer database have to maintain for further contact by Samsung e-digit
solution of retain their customers.
Samsung e-digit solutions have to introduce a minimum of 3 months instalment
credit periods to satisfy their customers.
After their service, the showroom has to pass the information to their respective
customers regarding the service completion.
The showroom has to increase the availability of spare parts to avoid the
inconvenience among the customers to use the product as their wish.
While promoting all Samsung products the Showroom have to introduce free gifts
or trade discount to increase the sales.
In future period, number of Samsung service centres have to be increased in erode
town to provide enough services for their customers.

5.3 CONCLUSION
From this study, it is very clear that Ascent e-digit showroom has a great positive
impact among the high class and middle class people who are living in the ERODE town.
They increasing more number of electronic product issued to the used to middleclass. .
Its the present day demand to run hand with the latest technology. If the same strategy is
continued or even improved, this scheme will create a great good will by ascent e-digit
showroom. With the present study an attempt is made to describe the existing situation
regarding consumers perceptions about Samsung products. The study found that the
groups of buyers and non-buyers have significant differences in demographic
characteristics.

APPENDIX
A Study on Customer Satisfaction towards After-Sales-Service of Selected
Samsung Electronic Products with - Special Reference to
Ascent e-Digit Solutions (P) Ltd, Erode
Questionnaire
1. Name:
2. Gender
a) Male

b) Female

3. Age (In Years)


a) 21-30years
4. Marital Status

b) 31-40years
a) Married

c) Above 40years

b) Unmarried

5. Education
a) Illiterate b) School Level

c) College d) Professional

e) Others (Specify)

6. Occupation
a) Agriculture

b) Business

c) Professional

d) Teacher/Professor

e) Employee

f) Others (Specify)
7. Income
a) Below 10,000 b) Rs. 10,000-15,000 c) Rs. 15,001-20,000

d) Rs. 20,001-25,000

e) Rs. 25,001-30,000 f) Above Rs. 30,000


8. Mention the product that your possess?
a) Washing Machine b) Air Conditioner c) Printer d) Refrigerator
9. What is your general perception about Samsung electronics product?
a) Excellent
10.

b) Good

c) Fair

d) Poor

e) Worst

Which mode of purchase do you prefer?


a) By cash on delivery

b) By early month instalment

11. kindly tick ( ) the following which factors would you consider while buying
Samsung products.
(VH- Very High, H- High, M- Medium, L- Low, VL- Very Low)

12.

Serial
Factor
VH
H
No
1
Performance
2
Design Style
3
Service
4
Durability
5
Affordable Price
6
Offers, price discount
7
All product availability
8
More models
9
Less maintenance cost
10
Reliability
11
Quick delivery
12
Exchange product value
13
Quality
14
After sales service
15
Gift
How for are you satisfied with the following factors?

VL

(HS-Highly Satisfied, S-Satisfied, N-Neutral, DS- Dissatisfied, HDS- Highly


dissatisfied)
Serial
no
1
2
3
4
5
6
7
8
9
10
11
12
13
14

Factor
Performance
Design Style
Service
Durability
Affordable Price
Offers and price discount
All product availability
More models
Less maintenance cost
Reliability
Quick delivery
Exchange product value
Quality
After sales service

HS

DS

HDS

13.

15
Gift
Kindly tick
) the following that, why do you prefer this showroom?

( HI-High importance, I- Importance, N- Neutral, L- Less importance,


VLI- Very less importance)
Factor

HI

LI

VLI

Location
On time delivery
Price ( value for money)
Availability
After sales response
Knowledge of salesmen
Warranty, Guarantee
Comfortable
Technology up gradation
Superior quality
More models
Promotional offers
Quick delivery
Credit facility

14. How for are you satisfied with ascent digit solutions showroom with the
following factors?
(HS-Highly Satisfied, S-Satisfied, N-Neutral, DS- Dissatisfied, HDSHighly dissatisfied)
Factor
Location
On time delivery
Price( value for money)
All product availability
After sales response
Knowledge of salesmen
Warranty, Guarantee
Comfortable
Technology up gradation
Superior quality
More models
Promotional offers

HS

DS

HDS

Quick delivery
Credit facility
15. kindly tick (
) the following which among the following factors which
would you r expect in of after sales service in ascent digit solutions?
( HI-High importance, I- Importance, N- Neutral, L- Less importance,
VLI- Very less importance)
Factor

HI

LI

VLI

Response
Semi-Follow-up
Understanding and accessing of your problem
Staff efficiency staff courtesy and friendliness
While fault was being rectified were you informed of the
situation
Time taken to repair faulty equipment
Equipment returned to all function condition
Customer complain handling
Relationship maintain with customers
Service charges

16. How for are you satisfied with after sales services of ascent digit solutions
showroom with the following factors?
(HS-Highly Satisfied, S-Satisfied, N-Neutral, DS- Dissatisfied, HDSHighly dissatisfied)
Factor
Response
Semi follow-up
Understanding and accessing of your problem
Staff efficiency staff courtesy and friendliness
While fault was being rectified were you informed of the
situation
Time taken to repair faulty equipment
Equipment returned to all function condition
Customer complain handling
Relationship maintain with customers

HS

HDS

17.

How do you come to know about Ascent e-digit solutions Samsung showroom?
a) Television

18.

b) Word Of Mouth

c) Dealer

d) Bill board

How many times did you get after sales service?


a) 0 times b) One time c) Two times d) Three times e) Four times f)Above four times

19.

How well informed by your Samsung showroom after their service?


a) Very well informed

b) well informed

c) Poorly Informed

d) Very Poorly Informed

20.

Based on your overall experience in the after sales service of Samsung, would
you buy another electronic product from Samsung?
Yes [ ]

No [ ]

If yes, what product would you like to purchase in near future


a) Washing Machine b) Air Conditioner c) Printer d) Refrigerator
If No, why did not purchasing a Samsung electronics product? Specify the reason.
a) Low quality

b) High price c) Rare availability of spare parts

d) Others (specify)
21.

Do you think that the Samsung is capable of attracting todays generation?


a) Strongly agree b) Agree c) Neutral

22.

d) Disagree e) Strongly Disagree

Give suggestion for further improvement specify

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