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A

PROJECT REPORT
ON
“MEASUREMENT OF CUSTOMER SATISFACTION”

UNDERTAKEN
AT
THE KATARIA AUTOMOBILES LTD.
SUART (NANAVARACHHA).

SUBMITTED BY:
SURYAVANSHI NILESH G.
MBA

Guided By
MR. NARESH KAPADIYA

CENTRE FOR DISTANCE EDUCATION


BHARATHIDASAN UNIVERSITY
THIRUCHIRAPPALLI – 620 023
2009-2010
MUMBAI SCHOOL OF BUSINESS,
SURAT CAMPUS

This is to certify that the project report entitled


“Measurement of customer satisfaction” at Kataria
automobiles Ltd., surat(nanavarachha) has been
carried out by SURYAVANSHI NILESH G. (MBA 2nd)
towards the partial fulfilment of the requirement for the
degree of Master of Business Administration has been
found satisfactory during academic year 2009-10.

[Mr Naresh Kapdiya] [Mr.Vijay


Pariyar]

Faculty Guide Director

Date:
Place: Surat
MUMBAI SCHOOL OF BUSINESS,
SURAT CAMPUS

CERTIFICATE OF THE FACULTY GUIDE

This is to certify that the Project Report entitled


“Measurement of customer satisfaction”
Submitted in partial fulfilment of the requirements for
the award of the degree of MASTER OF BUSINESS
ADMINISTRATION to BHARATHIDASAN UNIVERSITY;
TIRUCHIRAPPALLI is a record of bonfide research work
carried out by SURYAVANSHI NILESH S. under my
supervision and guidance.

Date : (Mr. Naresh Kapadiya)


Place : PR Manger
I hereby declare that the project report titled
“measurement of customer satisfaction” undertaken at
THE KATARIA AUTOMOBILES LTD. surat (nanavarachha) is
an original piece of work done by me for the fulfilment of
the award of degree of Master of Business Administration,
and whatever information has been taken from any
sources had been duly acknowledge.

I further declare that the personal data & information


received from any respondent during survey has not been
shared with any one and is used for academic purpose
only.

“Every accomplishment starts with the decision to try”

SHAH AMIT.L
“When you do nothing, you feel overwhelmed and powerless.
But when you get involved, you feel the sense of hope and
accomplishment that comes from knowing you are working to
make things better.”

The above statement motivated me throughout this project.

First and foremost, I owe special thanks to VEER NARMAD


SOUTH GUARAT UNIVERSITY and SHRIMAD RAJCHANDRA
INSTITUTE OF MANAGEMENT & COMPUTER APPLICATION,
for giving me an opportunity to practically learn about the
happenings in Industry.

I am very grateful to KATARIA AUTOMOBILE LTD. For giving


me the opportunity to undergo summer Training and project in
its organization.

I take this opportunity to sincerely and wholeheartedly show


gratitude to Mr.Anil saraogi for his guidance and support
throughout the project and giving me opportunity to work on
very imminent topic & to Mr.Jayesh Dhodiya who have help
me in understanding some of the statistical concept.

I also show appreciation to Mr.Pruthviraj Pattnayak


(manager) for giving me the opportunity for summer Training &
Project and his valuable guidance. His guidance, knowledge,
experience-sharing moments will be helpful to me for further
improvements.

I am sincerely thankful to all the faculty member of MBA


department who directly or indirectly supported me during
the project. I am also thankful to all the non-teaching staff of
SRIMCA for their kind support.
SURYAVANSHI NILESH G.

1. PURPOSE OF STUDY:
This project report contains the topic on “MEASUREMENT OF CUSTOMER
SATISFACTION LEVEL” at Kataria Automobiles Ltd, (VARACHHA) SURAT.

2. OBJECTIVES:
The primary objective is to know the satisfaction level of the kataria
automobiles ltd customers.
The secondary objectives are

1) To know from which media, customer comes to know about the Kataria
Automobiles Ltd. Surat (varachha).

2) To know whether after sales service help in building the image of


“Maruti Suzuki” company.

3) To know the awareness of the maintenance camp arrange by the


kataria automobile and the satisfaction level.

4) To know there is relationship between car model & occupation and car
& income.

3. DESIGN / METHODOLOGY / APPROACH


The project report includes the information regarding the industry profile,
profile of kataria automobile ltd. This is carried out using quantitative
survey of 150 respondents AT KATARIA AUTOMOBILE LTD (varachha)
Surat. Respondent who come for service of his or her cars was contacted
to fill up the questionnaire.
4. Sampling Method:
Non-probability convenience sampling method has been used. Sampling
elements are customers of Kataria Automobiles (varachha) Surat.

5. Statistical Tools:-
For analysis purpose, SPSS (Statistical Package for Social Science) soft
ware was used through which I had done different tests for the data
analysis and interpretation purpose like (One sample T test, Chi square
test, Cross tabulation).

6. The findings of this study:

Out of 15 respondents 09% respondents have Maruti 800, 25%


respondents have Maruti WagonR, 13% respondents have Maruti Esteem,
09% respondents have Maruti Baleno, 07 % respondent have Maruti Swift,
06% respondents have Maruti Zen, 04% respondent have Maruti SX4,
13% respondent have Maruti Alto, 14% respondents have Maruti Omni.

Out of the total respondents of 150 customers, 03 of the total customers


come to know about the kataria automobile ltd surat(varachha) from Auto
fair medium, 02 from Magazines, 07 from Demo, 60 from Newspapers, 78
from friends. Most of the customers know about kataria automobile ltd
from friends and newspapers.

Out of the total respondents of 150 customers, 111 of the total customers
contacted by kataria tale staff to check customer satisfied with the
service or not and 39 customers not contacted after service by the kataria
automobile ltd tale staff.
Out of 150 customer interviewed, it is found that 42% of customer it
means total 63 customers are do there car service on kms bases and 58%
of customer it means 87 customer are do there car service on a time
bases or after some months.

In reliability, test value of Alpha is 0.799, almost 0.8. According to thumb


rule of Alpha, instrument reliability is good.

All the customers surveyed at kataria automobile ltd Surat (varachha) are
using the after sales service provided by the dealer.

From One Sample T-Test:


According to serve most of the parameter like after sales service, staff,
the courtesy in serving, the Facilities provided for fulfilment of RTO
formalities and insurance, Performance & mileage of car has improve
after Service, Amenities/facilities, customers are more than satisfied but
not highly satisfied.

According to serve most of the parameter like the time spent waiting, to
speak to a service advisor, Process of bill paying up for service, Timely
delivery of vehicle, Faimess of charges, Cleanliness & appearance of
vehicle, Understanding of problem with the vehicle, Emergency services
provided at the time of failure of vehicle on road, customer are satisfied.

Customers are more than agree but not strongly agree with after sales
service help in building Brand equity of Maruti Suzuki cars.

From Cross tabulation:


There is a no significant association between income and car model
because Pearson Chi-Square value is 0 .00 which is greater than .05.
There is a no significant association between occupation and car model
because Pearson Chi-Square value is 0 .00 which is greater than .05.
From factor analysis test, study found out three important representative
factors like reliability attractiveness, customer handling.

Out of 150 customers interviewed, it is found that only 53% customers


know about the maintenance camp and 47% customer do not know about
the maintenance camp.

Out of 80 customers interviewed, it is found that only 67% customers are


satisfied and 33% customers are not satisfied.

Out of 150 customers interviewed, it is found that only 42% customers


are getting the benefit of transportation service where 58% customers
not get the benefit of transportation service.

Out of 150 customers interviewed, it is found that only 09% customers


are not recommend at workshop to friend or relative and 91% customers
are recommend at workshop to friend or relative so I concluded that most
of the customer are satisfied with the over all experience.
SR. TOPIC PAGE NO.
NO.
1.0 INTRODUCTION

1.1 Birth of car 1


2
1.2 Cars in India
1.3 Automobile industries overview 4
1.4 Car manufacture in India 7
1.5 Maruti Company profile 10
1.6 About kataria automobile ltd.
15
1.7 Literature Review
2.0 RESEARCH METHODOLOGY

2.1 Problem definition 20


2.2 Research Objectives 20
2.3 Research Methodology 21
2.4 Research Design 21
2.5 Data Collection method 23
2.6 Sampling Design 24
2.7 Statistical Tests used 25
2.8 How to conduct Statistical test 28
29
2.9 Limitations of Research
3.0 DATA ANALYSIS & INTERPRETATION 30
4.0 FINDINGS 77
5.0 RECOMMENDATIONS 81
6.0 CONCLUSION 84
7.0 BIBLIOGRAPHY 86
8.0 APPENDIX 87