International Journal of Advance Study and Research Work (2581-5997)/ Volume 3/Issue 6/June 2020

Customer Satisfaction
(A Study with Special Reference to JAYARAM AUTOMOBILES, KAKINADA an
Authorized Dealer of Hero Motocorp.Ltd)
Durga Varshith
Department of Management Studies, Adikavi Nannaya University MSN Campus, Kakinada
Email-id: ratnavarshith@gmail.com

DOI: 10.5281/zenodo.3903607

Abstract

“A study at Hero MotoCorp Ltd to measure customer satisfaction”. To learn the level of customer satisfaction, to understand
the various factors which give satisfaction to the customers on purchasing Hero bikes, and to assess the feasible time taken to
deliver service at JAYARAM AUTOMOBILES, KAKINADA. To understand about Hero bikes with customer opinion, to
assess the satisfaction level of the customer towards JAYARAM AUTOMOBILES, KAKINADA. Development of a two-
wheeler market being achieved by a marvelous evolution of the Indian economy. As of now more and more organizations
came to the Indian market with progressive technology. They gave equal importance to safety, design, performance, and
durability. Hero MotoCorp Ltd can compete with them in all these fields and it has a good and reliable brand image in the
mind of the customer.

Keywords: Customer satisfaction, Marketing, Customer, Customer expectation, Balanced scorecard, Post-sales services,
Customer perception, Longevity, Promotion.

Introduction
Marketing is the process of promoting business products or services to target customers/consumers. The sellers, distributors,
advertising agencies, consultants, transporters, financiers, store agencies, and everyone are part of the marketing system. Any
exchange process be it consumer goods, intermediate goods, services of ideas, comes under the preview of the marketing. It is
very often termed that the development of markets and also, marketing is very much similar to the development of the economy.
Even though marketing is considered an old-age activity: it has been recently developed as an action discipline. In the ever-
growing corporate world, the key factor acting in the success of an enterprise is marketing.

Marketing is the social process by which individuals and groups obtain what they need and want through creating and
exchanging products and value with others.
-Kotler
A customer (also known as a client or purchaser) is generally referred to as a current or potential buyer of the products of a
particular individual or an organization is called the supplier, seller, or vendor. This can be done by purchasing or renting of
goods or services.
Customer satisfaction measures “how the products and services supplied by a company surpass customer expectation”. It has
been seen as a key performance indicator within the business by considering it as a part of the Balanced Scorecard.
In a competitive marketplace, every business organization competes for the customers, and mostly, customer satisfaction is the
key differentiator and it has drastically become a key element of the business strategy.

Statement of Problem
The Indian automobile industry witnesses a drastic change that had ever before. The Indian consumers are changing with the
new players entering the market by considering the highest availability of the service, Day-by-day, the consumer is demanding
more. Now the question is where does the Hero MotoCorp.Ltd. stands in this scenario? Hero MotoCorp.Ltd has been
maintaining a good relationship with its customers for a long time and provides good services, as well as presenting the market
with a large range of bikes by introducing various models, and to provide better post-sales service to its customers by increasing
their good-will in the market. Hero MotoCorp.Ltd has been increasing its network by covering the entire country, and it’s the
reason for ranking as No-1 in customer satisfaction. And also, to maintain a cordial relationship with their customers, Hero

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 International Journal of Advance Study and Research Work (2581-5997)/ Volume 3/Issue 6/June 2020

MotoCorp Ltd is providing 24*7 service to their customers by introducing mobile services and also, this study measures that,
how far the customer has been satisfied with its service.

Objectives of the Study

 To know the satisfaction level of customers on the services rendered by the dealers after the sales.
 To know the perception of customers towards the service rendered at the service station.
 To measure the performance of the dealer.
 To know whether the customer’s problem is being resolved completely at a service station or not.
 To know whether the vehicle is being delivered on time at the service station.

Scope of the Study

 The scope of this study is confined because the attitude of the people changes according to the time.
 This study is conducted with a sample size of 100 respondents and is restricted to Kakinada city only.
 This study was conducted for 31 days only.
 This study is restricted to a particular area only. So, this study could not picture the actual scenario.

Limitations of the Study

 This study is confined to Kakinada city only.
 The sample size for this study is taken as 100 only, this is due to time constraints and as such may not be enough to
generalize over the entire population. However, it is assumed that the sample represents the entire population.
 While giving responses to the questionnaire, respondents might have responded with the facts.
 Time is a limiting factor that has made a gathering of insufficient opinions from the majority of the respondents, who form
the part of the universe.
 While care has been taken to mitigate the perceptual bias from the side of both the researcher and respondents, but however
certain elements of bias might have entered into this study unintentionally.
 Primary data is collected from customers, 100% of data has been collected from male respondents, as most of the males
from the home involved in the purchase of bikes and also, bikes of a female are brought to the service station by a male in
their home.

Review of Literature
D. Vijyalakshami et al. (2015) have carried out a study on customer satisfaction with enormous brands of two-wheelers. Her
study area was confined to Coimbatore. In her study, it was found that two-wheelers help people to travel easily and
conveniently in their daily life, as it is easy to drive and handle the two-wheelers in their daily life. Her study also concluded that
greater in the price of two-wheelers gives less satisfaction to the customers, however, it leads to customer dissatisfaction.
Kanojia, A.K. (2011) States that 93% of market share is being controlled by the top motorcycle segment. The executive
segment is being controlled by Hero Moto Corp, premium segment by Bajaj, and the dominant position in the scooter segment
by Honda. A.K.Kanojia studied several factors that are responsible for Hero MotoCorp being able to endure leadership like
network penetration in peak stage and also, maximum customer satisfaction with one of the fastest complaint resolutions.
Dr.Sumit Jain (2011) in her study stated that Peter Drucker has called the automobile industry "the industry of industries".
Sumit Jain stated in her study that, from the past few years, the production and management systems have been reformed
worldwide in the automobile industry. The automotive industry is now facing new challenges enormously. The size of the
organization is not measured as a key factor in the assurance of success. Only those companies that find new ways to create
value may flourish in the forthcoming era.
According to Lewis &Boom, service quality has been considered as a measure of how well the service delivered matches the
customer's expectations by the provision of better service than the customer expectations from the organizational brand and
promotional strategies that should be based on developing pioneering offers &products, developing cost-friendly and value-
driven packages & tariffs by contributing services with a high amount of quality in post-sales service & ability to make calls
without getting cut off.

Research Methodology
Research is also termed as the plan or a strategy for investigation devised to answer the research question & control variance. It
has been considered as the overall operation pattern to build it as a framework for the study that has stipulated the information to
be collected from the sources. The two possible sources of data for securing the information is done by collecting the primary
data and secondary data.
Sample size: The total sample size to undergo this study is 100 only.
Sample method: The primary data is planned to be collected by a sample method; the sampling method applied in this study is
Simple Random Sampling.

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 International Journal of Advance Study and Research Work (2581-5997)/ Volume 3/Issue 6/June 2020

Data collection: To undergo this study, primary data has been collected through questionnaires and personal interviews. And
the information of customers is known by the company’s service sheet and also, the free service sheet.
A Direct questionnaire has been structured to get responses from all the respondents in the sample and is followed by personal
interviews.

Primary Data Collected from Respondents

1.Price No. of Percentage
Respondents
Affordable 80 80
Not Affordable 20 20
2.Reason for purchasing this bike No. of Percentage
Respondents
Price 15 15
Mileage 45 45
Service 20 20
Brand Image 20 20
3.Expected longevity No. of Percentage
Respondents
1-2 years 10 10
2-4 years 25 25
4-8 years 40 40
8 years & above 25 25
4.Satisfaction level at the service No. of Percentage
station Respondents
Excellent 55 55
Good 20 20
O.K 15 15
Poor 10 10
5.Satisfied with mileage No. of Percentage
Respondents
Yes 70 70
NO 30 30
6.Performance of your vehicle No. of Percentage
Respondents
Satisfied 60 60
O.K 30 30
Not satisfied 10 10
7.Performance of Executives No. of Percentage
Respondents
Excellent 30 30
Good 45 45
O.K 20 20
Poor 05 05
8.Purchase of bike by exchanging No. of Percentage
your old bike Respondents
Yes 20 20
No 80 80
9.Information from service advisor No. of Percentage
Respondents
Completely 60 60
Adequately 30 30
Partially 10 10

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 International Journal of Advance Study and Research Work (2581-5997)/ Volume 3/Issue 6/June 2020

Data Interpretation

1 .rea o n fo r purcha sing

2 .price o f the bike 3 .expected lo ng ev ity o f
the bike
v ehicle
50 45 45 40
40
40 20 35
30 25 25
30
25
20 20 20
20 15
15 10
10 10
80
5
0 0

Price Mileage 1-2 years 2-4 years

Service Brand Image Affordable Not Affordable 4-8 years 8 years & above

4 .sa tisfa ctio n lev el a t 5 .sa tisfa ctio n upo n the 6 .perfo rma n ce o f bike
serv ice sta tio n milea g e o f bike
70
60 55 60
60
50
50
30
40
40
30
30 30
20
20 15 20
70
10 10
10 10

0 0

Excellent Good O.K Poor Yes NO Satisfied O.K Not satisfied

7 .perfo rma n ce o f 8 .purcha sing y o ur bike 9 .info rma tio n fro m

execut iv es o n excha ng e o f y o ur serv ice a dv iso r
o ld bike
50 45 70
60
60
40
30 50
20
30 40
20 30
20 30
20
10 5 80 10
10
0 0

Excellent Good O.K Poor Yes No Completely Adequately Partially

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 International Journal of Advance Study and Research Work (2581-5997)/ Volume 3/Issue 6/June 2020

Findings
 Among the 100 respondents, 80% of the respondents feel that the price of a vehicle is affordable, and 20% of people feel
that the price of a vehicle is not affordable.
 Among the 100 respondents, 15% of them say that price is crucial, 45% of them say mileage and 20% of them say service,
and 20% of them say brand image.
 Among the 100 respondents, 10%and 25% of the consumer keep their vehicle 1-2 years and 2-4 years respectively; and
40% and 25% of consumers keep their vehicle for 4-8 years and 8 years &above respectively.
 Among the 100 respondents, 55% of the consumers said excellent, 20% said good and 15% said ok and 6% of the
consumers said poor regarding the satisfaction of service provided by an organization while purchasing the bike.
 Among the 100 respondents, 70% of the respondents are satisfied with mileage given by their bike and 30% are not satisfied
with mileage given by their BIKES.
 Among the 100 respondents, 60% of customers are satisfied with the overall performance of the vehicle, 30% of the
customers are at constant (O.K.), 10% of customers are not satisfied.
 Among the 100 respondents, 30% of the respondents feel that interaction of executives is excellent, 45% of the respondents
said that interaction of the executives is good, 20% the respondents said the interaction of the executives is ok and 5% of the
respondents said that interaction of the executives is poor.
 Among the 100 respondents, 20% of the customers exchanged their bike and 80% of the customers said that they didn’t
exchange an old bike to purchase a new bike.
 Among the 100 respondents, 60% of the customers are getting complete information from the service advisor and 30% are
getting adequately and 10% of the customers are getting partial information regarding the services to be performed.

Suggestions
 It is suggested that the provision of luggage space has to be increased
 To render better service to customers at the workshop.
 To provide more space for the vehicles inside the service center.
 Skilled and experienced workers to be provided at the service center so that problems incurred to the vehicles will be
resolved completely in time.
 To increase the parking place at the workshop.

Conclusion
“The global business environment is buzzing with the single most important issue of Building a competitive edge by creating
and retaining a large number of customers than their goods and services, every organization is therefore seized the task of
establishing and sustaining its worth to the customer, who has been rendered unpredictable by competition”. Therefore, every
business is making a continuous effort for achieving customer loyalty
In short, it is a total organizational culture and brand equity, which face challenges. So that there is an abiding struggle among
the organizations to sustain their existence in the market place, and hence to sustain the stiff competition the company has to
take up market Research frequently to know the changing needs & preferences of the customers. This helps the company to
reframe the policies in providing cutting edge technology to satisfy the customer & retain him for a lifetime.

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