Project Report

on

Customer Satisfaction of Commercial Vehicle: A Study on Nitol Motors Ltd,

Sylhet Branch.

Submitted To

Department of Business Administration

North East University Bangladesh

Supervised By

Noor Jahan Shimu

Lecturer

Department of Business Administration

North East University Bangladesh

Prepared By

Md. Anisur Rahman

ID: 160101010801

MBA Program (Major in Finance)

Department of Business Administration

North East University Bangladesh

Submission Date: 20th May 2017

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 LETTER OF TRANSMITTAL

20 May, 2017

Noor Jahan Shimu

Lecturer

Department of Business Administration

North East University Bangladesh

Subject: Submission of Project Report.

Sir,

I am very glad to submit the report on “Customer Satisfaction of Commercial vehicle: A Study
Nitol Motors Ltd, Sylhet Branch.” I would like to say that this report is very helpful for me to
know the customer satisfaction of Commercial vehicle”. All the information related in the report
is presented with most sincerity and honesty.

So it was a wonderful opportunity for me to work on this topic and I am very grateful to you for
giving me this opportunity. I would highly oblige if you would kindly consider my limitation.

Sincerely Yours

Md. Anisur Rahman

ID No: 160101010801

MBA, Spring-2016

Major: Finance

Department of Business Administration

North East University Bangladesh

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 DECLARATION

I hereby declare that I have carried out Project work on the topic entitled “Customer Satisfaction
of Commercial vehicle: A Study of Nitol Motors Ltd, Sylhet Branch.”

I further declare that this Internship report is based on my original work and no part of this
project has been published or submitted to anybody.

Md . Anisur Rahman

ID No: 160101010801

MBA, Spring-2016

Major: Finance

Department of Business Administration

North East University Bangladesh

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 LETTER OF CERTIFICATE

I am glad to certify that Md. Anisur Rahman has successfully completed the tasks of Project
Report. I have supervised his report thoroughly and I perceive that he has paid satisfactory level
of efforts to complete the study. He has declared that the produced report is original and has not
been submitted elsewhere previously for any degree. This report is recommended for final
submission and further assessment.

I wish him success throughout the life.

…………………………

Noor Jahan Shimu

Lecturer

Department of Business Administration

North East University Bangladesh

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 ACKNOWLEDGEMENT

I am Md. Anisur Rahman, Student of North East University Bangladesh, is highly grateful to all
those who guided me in completing this project.

First of all, I would like to thank my almighty. Then I would like to pay my heartiest thanks to
entire family of “Nitol Motors Ltd”, who provided me such a wonderful opportunity to do
project work and provided their valuable suggestions in understanding the work of Research
Project. Then I would like to thank my Branch Head, Mr. Jasim Uddin for his overall co-
operation, guidance, advice and support in discharging my responsibilities consciously and
preparing this report.

I would like to thank all faculties of North East University Bangladesh who gave me the useful
tips and suggestions regarding project. I would like to thank my project supervisor Noor Jahan
Shimu, Lecturer, Department of Business Administration, North east University Bangladesh for
imparting his valuable guidance to me.

Words can never express the deep sense of gratitude, I feel for Nitol Motors Ltd employees, who
has been a constant source of inspiration and encouragement for me.

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 EXECUTIVE SUMMARY

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. Customer satisfaction is an abstract concept and the
actual manifestation of the state of satisfaction will vary from person to person and
product/service to product/service. The state of satisfaction depends on a number of
both psychological and physical variables which correlate with satisfaction
behaviors such as return and recommend rate. The level of satisfaction can also
vary depending on other factors the customer, such as other products against which
the customer can compare the organization's products. The enormous retail highest
in Bangladesh has given space to many companies who have commercial vehicle
out to benefit from this retail boom, which is nothing but a structured format of the
unorganized retail business which is being done in Bangladesh from ages. Many
showroom of the dealer have come up with exquisite interiors, state of the art
infrastructure and the best possible products or services to the customer which has
led to the growth of automobile sector in Bangladesh. The dealer of the company
try and attract customers by providing them with such services and plethora of
options in products and services in different categories so that they can retain
customers for long and make them loyal towards their retail showrooms. It
becomes important for the marketers to understand these relationships service
quality and customer satisfaction.

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 Table of Contents

Chapter
Particulars Page No.
No.
1 Introduction 1
1.1 Origin of the Report 2
1.2 Learning Objectives of the Project 2
1.3 Objectives of the Report 3
1.4 Methodology of Data Collection 3
1.5 Literature Review 4-5
1.6 Limitation 5
2 Overview of The Organization 6
2.1 About Nitol Motors Ltd. 7
2.2 About NITA Company Ltd. 7
2.3 Management Profile 8
2.4 Organization Structure 8
2.5 Sales Network 8
2.6 About Commercial Vehicle Division 9
2.7 Products under commercial vehicle division 9-10
An Overview Of Customer Relationship Management
3 11

3.1 Customer satisfaction 12

3.2 Purpose 12-14
3.3 Marker & Marketing 14
3.4 Function Of Marketing 14
3.5 Nature Of Marketing 14-15
3.6 Scope Of Marketing 15
3.7 Importance Of Marketing 15-16
3.8 Evolution of Market 16
3.9 Objectives Of Marketing 16
3.10 Marketing Mix 16-17
3.11 Marketing strategy 18
3.12 Marketing Strategy Process 18
3.13 Kotler defined five levels to a product: 18-19
3.14 Customer Relationship management (CRM) 19

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 3.15 Customer service and support 20
3.16 Customer Relationship Management Process 20-21
3.17 Objectives of Customer relationship Management
Increase in Customer Service 21-22

3.18 Reason for Implementing the Customer Relationship

Management 22

3.19Achieving good CRM

22-23
3.20 Benefits of Customer Relationship Management
23
3.21 Estimating Nitol Motors Ltd Demand
23-24

3.22 Information of total sales of Bangladesh 25-26

3.23 Sales Forecasting 27-28

4 Data Analysis and Findings 29
4.1 Data Collection 30-31
4.2 Survey Analysis 31-35

4.3 Feature that Attracted the Respondents 35-43

4.4 SWOT Analysis of Nitol Motors Ltd
43-44

4.5 Findings 44

5 Recommendation and Conclusion 45

5.1 Suggestions 46
5.2 Conclusions 46
5.3Questionnaires 47-50
Bibiography
51-52

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