INDEX

CHAPTER
CONTENTS PAGE NUMBER
NUMBER

Introduction 1-20

Abstract

Introduction

Importance Of Career Development

Benefits Of Career Development

1 Review Of Literature

Research Gap

Scope Of The Study

Objectives Of The Study

Hypothesis

Research Methodology

2 DATA ANALYSIS&INTERPRETATION 21-42

FINDINGS, SUGGESTIONS, CONCLUSION 43-46

Findings
3
Suggestions

Conclusion

BIBILOGRAPHY 47-48
4

5 QUESTIONNAIRE 49-53

1
 CHAPTER -1

INTRODUCTION

2
 ABSTRACT

The main purpose of this study is get an idea about how the customer loyality depends upon
the service quality and corporate image. In earlier studies that majority focused on direct
impact of service quality on customer loyality here in this the focus is on direct and indirect
impact and with the mediating factor known as corporate image.

The sample is drawn from Beeramguda, Hyderabad. The result saying that the factors of
service quality along with mediating factor corporate brand creates major impact on
customer loyality

3
 INTRODUCTION

Good service quality builds the strong relationship with the satisfaction of the customer and
them to become the loyal customers. Through the service quality the customers will going
to have the positive existence towards the different brand. The customer loyalty is built with
the customer expenses to the service centers provided by the auto mobiles thus that the
customer become loyal where it is the final stage of consumer behavior the customer
satisfies with service provided by the service center or the automobile industries they
become loyalty.

Objectives of service quality

The concept of service quality gives meaning to the business concern and the
theoretical practice. All the customers will always concerned with the quality. But in the
raising competitive market business concerns coming with many services to attract the
customer, thus the consumers are more particular aboard choosing the service that they other
understanding the service quality more difficult with the goods. But due to absence of the
tangible actions in the service quality. Evaluating or analyzing the service quality will be
difficult matter. But these are many research articles which involved with different service
quality models and there. I which to be studied. To understand what are the dimensions that
the consumes exactly need to attract brand. It is no that much needed for the companies to
maintain the quality standards with duplicate assumptions of the customer expectations. The
further problem in defining service quality is not expectable because customer are
interchanging day by day about the service and its quality for finally to set the standards of
service quality and implementation of managing the quality need to be studied.

4
Customer loyalty

The customers who are satisfied with the services provided by the business and
having greater customer Expense so they fixed to the particular brand without shifting to
the other products of service will be called as customer loyalty or loyal customers. The
customers prefer your brand our competitions and the ready to come again and again to the
centers they refer the brands to their friends and family. They give good feedback about
your brand they share their experience in simple words they attracted and addicted to your
brand. The relationship with the loyal customer is very improved they are the part in the
business and the success of your leads to their.

Corporate image

Corporate Image tends to the image that the customer have about the product or
service in the minds of them. Corporate image of the company changes frequently and that
will only possible by correct efforts and direction. Corporate image of the company can be
said as goodwill pf the company in the competitive market place. How well the company
looks difficult from the competitions and how it other seeing it the corporate image will be
inhanced by the opinions of the customers on your company to move more effectively to
improve the sales and its reputation in the market.

DIMENSIONS OF SERVICE QUALITY

There are 5 Service quality dimensions according to the SERQUAL model which was
developed by parusuraman (2985) to evaluate the customer expectations towards the service
quality.

5
1.Tangibility

Every service will be tangible the customers decode their view of service quality on the
basis of tangibility on which the services offered tangibility will be in the form of physical
facilities Equipment, personnel and communication materials by the survey through the
questionnaire that the customers have been responded that about the physical layout. Like
service center and facilities provided out their and equipment available in the showroom.

2.Reliability

Reliability defines as the company fulfills all the promises related to the delivery solving
the problems pricing. The customers expectations will be more on reliability and every
company well know about the expectations that they have on reliability.

3.Responsiveness

Responsiveness related the reaction of the employees in the showrooms on the customer
clearly it stakes that the response of the worker of service providers to the queries that made
by the customers responsiveness is related to solving customer queries and complaints and
their problems responsiveness also deals with flexibility of providing the service to the
customer.

4.Assurance

The trust and confidence that the customers having on particular brand. The company
always tries to manipulate the customers mind to be positive about their services and the
product. The company always tries to engage themselves to create the trust and confidence
on the company to get the competitive advantage for to make customers loyal.

6
4.Empathy

The company provides the attention and casing towards the customers the company keep
more effort to provide best services to the customers to increase the loyality as day by day
the customers’ expectations are continuously increase to meet those the companies coming
up with maximum services to satisfy them if not the customers will not get attention towards
the company from competetors.

7
 REVIEW OF LITERATURE

Muhammad Amir Adam and Sameen Nasir Akber(2016)

This paper looks at the key relationship impacts between the client saw esteem aspects: item
quality, administration quality and cost decency on client commitment in an all
encompassing model, utilizing primary condition displaying. Further, the review assessed
the direct and intervening impacts of these variables on client devotion in the car business,
with test information from 224 existing vehicle proprietors, situated in Bangkok. The review
results delineate huge direct consequences for client devotion, with item quality,
administration quality, value reasonableness and client commitment all having a positive
impact. Then again, item quality and cost decency didn't altogether influence client
commitment. The discoveries support the forecast of direct impacts which altogether
influence client unwaveringness. Likewise, the review shows that client commitment affects
administration quality and client dependability. This examination adds to the client
commitment and client saw esteem writing with observational help with regards to the Thai
car industry.

Edmund r gray, john mt balmer(2018)

Corporate brand picture has been surveyed as a significant forerunner of client responsibility
and dependability. Corporate brands help organizations accomplishing better execution,
like deals. An unfortunate brand picture will prompt catastrophe, and lose clients.
Promoting exists to convey more worth to fulfill clients as well as fabricate a long haul and
commonly productivity relationship with clients. In the event that a firm’ s items or
administrations don't fulfill or meet the customer’ s needs and needs, every one of the
procedures are deficient. With faithful clients, organizations can have higher portion of the
overall industry and lessen the working expense. This underlying review was from
significant writing, then set up research design and speculations. Review was utilized, and
respondents were gathered from auto area in Taiwan. There were 170 usable polls to dissect
ordinariness, united and discriminant validities, and SEM model by PASW 18 and AMOS
18.0. The exploration found that corporate brand picture fundamentally influences client

8
responsibility and steadfastness, and client responsibility emphatically affects client
unwaveringness for the example. Consequently, firms need to explicitly zero in on a long
haul and commonly productivity relationship with a client and make reliability as upper
hands in the business sector

Yu-te tu ,yu-yi chang(2017)

Research has shown that corporate picture is a significant determinant of client reliability.
Having a positive corporate brand picture assists organizations with accomplishing
execution objectives, like higher deals, while having an unfortunate brand picture can be
deplorable in light of the fact that it can make organizations lose clients. A solid brand with
high value will have an enormous number of committed clients, a considerable lot of whom
will have incessant and progressing connection and correspondence with the organization
possessing the brand. Client obligation to a brand originates from trust in the brand,
imparted values to the organization possessing the brand, and a conviction that it would be
challenging to track down different brands that could offer same benefit. Client dedication
additionally urges organizations to help out their colleagues to safeguard their interest in the
business relationship. Serious clients have a more certain impression of their relationship
with the organization and demonstrate solid expectations to stay in the relationship. The
scientists directed a study among respondents from the vehicle area in Taiwan, and got 170
usable reactions. The analysts planned the polls to investigate ordinariness, joined, and
discriminant validities by utilizing the underlying condition model of PASW 18 and AMOS
18.0. The exploration observed that responsibility is a halfway middle person between
corporate brand picture and client devotion. Future investigations could gauge different
aspects to test their interceding impact on client steadfastness, and these examinations could
utilize various plans to look at the go between impact placed by different hypotheses, for
example, trust added, to investigate different determinants of reliability. Such exploration
can illuminate choices made to increment and keep up with long haul consumer loyalty.

9
Reil (1995)1 and Forbrum (1996)

IN THE NOT TOO DISTANT past, corporate standing what's more, picture were fairly
obscure ideas that were perceived to be, best case scenario, of fringe worry to senior the
executives. Ordinarily, they were viewed as the province of the advertising division and
plan specialists. Today, nonetheless, a rising number of insightful chiefs remember them as
basic corporate resources straightforwardly connected to cutthroat achievement. Obviously,
as current scholastic authors like Van Reil (1995)1 and Forbrum (1996)2 have contended,
these factors have consistently presented vital influence. However the unavoidable
obscuring of limits among organizations and their partners in the present business world3
has featured the need to decisively manage corporate standing and picture. Additionally,
ongoing discrete patterns like globalization, consolidation lunacy, liberation and
privatization, and the acceleration of item life cycles has made a feeling of earnestness for
some organizations. In this paper we put forward and functional cycle system to help
overwhelmed chiefs oversee notoriety and picture as vital corporate assets.

Reza Jalilvand, M. Furthermore, Samiei(2000)

Word‐of‐mouth (WOM) has been perceived as one of the most persuasive assets of data
transmission. Progresses in data innovation and the development of online interpersonal
organization destinations have fundamentally altered how data is communicated. This
peculiarity influences purchasers as this effectively open data could incredibly influence the
utilization choice. The motivation behind this paper is to analyze the degree to which e‐
WOM among shoppers can impact brand picture and buy goal in the auto business

Estimation things are adjusted from existing scales tracked down in the advertising writing.
Scholarly associates inspected the things for face legitimacy and coherence. The scales are
assessed for unwavering quality, joined legitimacy, and discriminant legitimacy utilizing
information gathered in an overview of Iran Khodro's planned clients in Iran. A primary
condition displaying system is applied to the assessment of the impacts of e‐WOM on brand
picture and buy expectation. The exploration model was tried observationally utilizing an
example of 341 respondents who included insight inside web-based networks of clients and
alluded to Iran Khodro's organizations during the time of examination.

10
International Journal of Humanities and Social Science(2011)

In this examination, we address the accompanying inquiries that are turning out to mean a
lot to chiefs in auto businesses: is there a connection between client support and item quality
with client fulfillment and unwaveringness with regards to the Indian car industry? In the
event that indeed, how is the relationship between these four factors? The car business in
India is one of the biggest on the planet and one of the quickly developing all around the
world. Consumer loyalty and steadfastness are the main factors that influence the auto
industry. Then again, Customer administration can be considered as a natural component of
modern items. Client care quality, item quality, consumer loyalty and devotion can be
estimated at various stages, for instance, toward the start of the buy, and a couple of years
later buy. The number of inhabitants in the review is all of the Tata Indica vehicle
proprietors in Pune. Speculations of the review will be investigated utilizing relapse and
ANOVA. Consequences of the review show that there are high sure relationship between's
the develops of costumer administration and item quality with costumer fulfillment and
devotion

Ramkhamhaeng University(2017)

This study researches the connection between administration quality, brand picture, trust,
client fulfillment, repurchase expectation and suggestion to other people. The review
centers around the auto industry in Thailand. The specialists utilize a review poll that
consolidates the SERVQUAL instrument with extra estimates on brand name and brand
trust. The discoveries show that help quality decidedly affects both brand worth and
consumer loyalty. Consumer loyalty is found to emphatically affect proposal however not
on repurchase expectation. Moreover, it was found that the fundamental component
affecting repurchase expectation and proposal is brand trust and not brand picture. By and
large, European vehicles positioned higher than Japanese vehicles in all perspectives
including administration quality, esteem, picture, trust and consumer loyalty.

11
School of Health science(2004)

The motivation behind this study is to decide the impact on the help quality toward brand
picture and the improvement of client relationship. The object of exploration is the Umrah
administrations in Bandung. The all out respondents of this study are 187 individuals with
relative irregular testing procedure. Investigation research strategies utilized Structural
condition demonstrating (SEM) halfway least square (PLS). The outcomes showed that
assistance quality was demonstrated to give influence on value relationship and brand
picture of the Umrah administrations.

Atas Cesarian Jenama, Kesan Pengantara Kepercayaan Jenama(2021)

The goal of this study is to explore the connections between brand picture (BI), brand
character (BP), and brand steadfastness (BL) of neighborhood auto brands in Malaysia and
decide the interceding impacts of brand trust (BT) on the connections between brand
character (BP) and brand dedication. This study was completed in light of the fact that a
couple of studies have inspected the impact of brand picture, brand character, and brand
trust on brand unwaveringness. The Partial Least Squares Underlying Equation Modelling
(PLS-SEM) was utilized in the information examination. The discoveries uncovered huge
connections between brand picture and brand dedication. In any case, this study tracked
down no critical connections between brand character and brand dedication. Furthermore,
brand trust is found to intercede the connections between brand character also, brand
unwaveringness, and brand trust doesn't intervene the connections between brand picture
and brand faithfulness.

12
PARASURAMAN, Foley’s Federated(1996)

This paper depicts the improvement of a 22-thing instrument(called SERQUAL) for

evaluating client view of administration quality in help and retailing associations. After a
conversations of the conceptualization and operationalization of the help quality develop
,the methodology utilized in building and refining a numerous thing scale to quantify the
develop are portrayed. proof of the scale's realibility factor design and legitimacy based on
breaking down information from your free examples is introduced next the paper closes
with a conversation of possible applications of the scale This exploration paper examines
the effect of brand value on shopper buy choice of phones.

The examination has featured the holes tracked down in many promoting endeavours of
cell organizations while introducing their market contributions to the objective market. The
examination paper gets going by making sense of what brand value is, the way things are
assembled and afterward how it gradually and continuously winds up creating faithful and
in-adjusted customers, who won't change to some other brand regardless, just in light of the
fact that for them the brand has turned into their buddy, which not just fullfill their
necessities yet in addition assists them with finishing themselves. Thusly, it will help the
advertisers to know such buyer experiences and assessments of their objective market, what
they need and need and from a portable brand, this large number of holes have been
recognized in this review and it helps insetting out a well thought out plan which will be
entirely important for showcasing experts who need to increment the portion of the overall
industry of their image, since like Kevin Keller said that regardless of what kind of the brand
it is anytime of time it can become defense less and powerless against unfortunate brand the
executives. In this review, Brand Equity is additionally partitioned into four components, to
be specific; Brand Affiliation, Brand Awareness, Brand Quality and Brand Loyalty and
consequently how the consolidated job of each of the 4 components impacts and forms the
buy choice of shoppers. A logical survey of writing has been finished and surveys were
dispersed for information assortment and Likert scale was intended to get some information
about their experiences and suppositions and they were approached to rate them on a five

13
point scale between unequivocally concur and emphatically clash. An example size of
300respondents has been picked.

The strategy for examining chose is Simple Random Sampling, to test the
information Correlation and Regression examination has been finished with the assistance
of SPSS. The research paper considers 5 central parts of wireless brands in our nation;
Samsung ,iPhone, HTC, Nokia and Q mobile. Brand sagacious shoppers have been
overviewed just having a place with center - center, upper center and high society, covering
restricted area of Karachi and Lahore. The results found were that every one of the four
factors unequivocally affect customer buy choice of PDAs, the most huge being brand
dependability and brand affiliation just by a slight contrast. We can in this way presume
that when purchasers are joined and faithful towards a brand they are probably going to do
rehash buys and this possibly happens when the connection between the brand and the client
is extremely top to bottom and has a close to home association with the versatile brand.
Hence it has become extremely vital for advertisers that besides the fact that they feature
should the highlights and useful capacities of the versatile while introducing their brands to
their objective market yet in addition characterize what meaning the brands depend on and
what it means for the relationship with the shoppers. So, a bit by bit interaction ought to be
taken from characterizing who the brand is(brand mindfulness), to featuring its places of
separation and client profile (brand execution and brand relationship) by taking both the
useful course (brand quality) and profound course (brand sentiments) so the purchasers can
assess it decidedly and structure a bond that will bring about never-ending and tough bond
(brand dedication) that molds and impacts their buy choice.et ideal advantage.

14
 PROPOSED MODEL

Corporate
Image

Service Customer
Quality Loyalty

15
RESEARCH GAP:-

It is noticed in the earlier studies that majority of research works measured direct
impact of service quality on customer loyalty.

In Addition to this in present study, corporate Image is the variable which is

considered in between Service Quality dimensions and loyalty.

SCOPE:-

1) The study deals with the elements of service quality with respect to “Yamaha”
2) Sample size is from users of Yamaha(150)
3) This study also covering customer loyalty and corporate image
4) The current research is concentrated on the impact of corporate image on customer
to be loyal to the brand.
5) The stud is concentrating on the mediation effect of corporate image in between
departing and independent variables.

16
 OBJECTIVES:

1) To study the demographical factor of respondents

2) To identify and adopt various underlying factors of Service Quality.
3) To study the impact of the perceived service quality factors on customer loyalty.
4) To study the direct and indirect effects of Service Quality on customer loyality
in presence of corporate image.

17
HYPOTHESIS:-

1) Null Hypothesis(HO3 ) :- There is no significant impact of Service Quality factors

in customer loyalty.
2) Null Hypothesis(H04 ) :- There is no mediation effect of corporate image in
between Service Quality and customer loyalty.

18
RESEARCH METHODOLOGY

Research methodology, there are various steps that are typically taken by the
researcher to examine his research topic, along with the logic behind them, according to
research methodology, which is a means to systematically solve the research problem.

19
STATISTICAL TOOLS:-

1) Frequency tables and cross tabulation

2) Exploratory factor Analysis
3) Multiple Regression Analysis
4) Multiple Regression Analysis.

Sample technique

Questionnaire

A series of written or printed questions with multiple choice responses created for a survey
or statistical study

DATA COLLECTION METHOD

Primary data
The term "primary data" refers to information that has been collected directly by the
researcher. Secondary data is information that was gathered earlier by another party.
questionnaires, personal interviews, observations, experiments, etc. Publications, websites,
books, journal articles, internal documents, etc. produced by the government.

Secondary data
Secondary data is information that was gathered earlier by another party. questionnaires,
personal interviews, observations, experiments, etc. Publications, websites, books, journal
articles, internal documents, etc. produced by the government.

Sample size
➢ 150

Period of study

➢ 45 Days

20
 CHAPTER – 2
DATA ANALYSIS

21
OBJECTIVE 1- To study te demographical factors of respondents

1.1 Age group

Age
Frequency Percent Valid Percent Cumulative
Percent

Below 20 Years 25 16.7 16.7 16.7

20-30 Years 53 35.3 35.3 52.0

Valid
31-40 Years 45 30.0 30.0 82.0
41-50 Years 27 18.0 18.0 100.0
Total 150 100.0 100.0

Source:Primary Data

Fig No.1

22
Interpretation

As per table 1.1 out of 150 respondents 16.7% people belongs to the age group Below 20
years, 35.3% people belongs to 20-30 years age group and 30% people belongs to 31-40
years age group and 18% occupied with 41-50 years age group

23
1.2 gender

Gender
Frequency Percent Valid Percent Cumulative
Percent
Male 103 68.7 68.7 68.7
Valid Female 47 31.3 31.3 100.0
Total 150 100.0 100.0

Source:Primary Data

Fig No.2

Interpretation

As per table 1.2 it is showing the frequency distribution of respondents related to gender.
By the above table we came to know the male occupied 68% and female occupied 31%.

24
1.3 Marital status

Marital
Frequency Percent Valid Percent Cumulative
Percent
Single 26 17.3 17.3 17.3
Married 119 79.3 79.3 96.7
Valid
Divorced 5 3.3 3.3 100.0

Total 150 100.0 100.0

Fig No.3

Interpretation

From above table out of 150 sample single category occupied 17%,married occupied 79%
remaining 3% occupied by divorced.

25
1.4 Educational qualification

Education
Frequeny Percent Valid Percent Cumulative
Percent

School Level 40 26.7 26.7 26.7

Diploma 19 12.7 12.7 39.3
Valid Under graduation 74 49.3 49.3 88.7
Postgraduate 17 11.3 11.3 100.0
Total 150 100.0 100.0

Fig No.4

26
Interpretation

By the table 1.4 it is stated that the frequency distribution of the respondents in respected
area. from the total 150 respondents 26% people having school level education and 12%
people persued diploma,49% respondents are under graduates,11% are post graduates.

27
1.5 Occupation

Occupation
Frequency Percent Valid Percent Cumulative
Percent
Agriculture 21 14.0 14.0 14.0
Business 44 29.3 29.3 43.3
Private Employee 45 30.0 30.0 73.3
Government
Valid 22 14.7 14.7 88.0
Employee
Pensioner 8 5.3 5.3 93.3
Student 10 6.7 6.7 100.0
Total 150 100.0 100.0

Fig No.5

Interpretation

Table 1.5 states the frequency distribution with respect to occupation. Out of 150
respondents 14% respondents belongs to agriculture sector, 29% belongs to business,30%
respondents relates to private employees and 14.7% respondents are government
employees,5% of people are pensioners,6% of respondents are students.

28
OBJECTIVE 2- To identify and adopt various underlying factors of service quality

Data redundancy is the main problem that many researchers are going through to during the
analysis of data. Factor analysis is the best method that helps to minimize the problem of
the data redundancy to the researchers.

The exploratory factor method which helps to inquire fundamental factors from a group of
dependent variable.this method helps to verify the factors which are not dependent on each
other. The respondents pleased to give answers to the question on 5 point likert scale.

Table 6:KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .928

Approx. Chi-Square 2594.658

Bartlett's Test of Sphericity df 153
Sig. .000

The following requirements must be satisfied to ensure the sampling's suitability. The KMO
score above 0.90 indicates excellent performance, while 0.80 indicates very good
performance. 0.60 is considered average or decent, 0.50 is deplorable, and 0.60 is
unacceptable. Kaiser, H. F., 1974 It's also advised not to do factor analysis if the value is
below 0.50. Indicating or portraying if the correlation exists, the Bartlett's test of sphericity
Whether or if you should consider yourself a hybrid (Bartlett, M.S., 1954). The test's null
hypothesis is There is an identity for the correlation matrix. The information collected
during this test will eventually be If the significant value exceeds 0.5, factor analysis is not
appropriate

29
 When calculating variance, the researcher tried to comprehend the initial elements that were
extracted. Despite the creation of eigen values for each item, only a small portion of them
are displayed in the accompanying table with eigen values greater than 1. In the current
investigation, the total variance and 10 factors with eigen values greater than 1 were
retrieved.

Table 7:Total variance explained

Component Initial Eigenvalues Extraction Sums of Squared Rotation Sums of Squared
Loadings Loadings

Total % of Cumulat Total % of Cumul Total % of Cumulat

Variance ive % Variance ative Variance ive %
%
1 10.402 57.787 57.787 10.402 57.787 57.787 3.663 20.350 20.350
2 1.670 9.278 67.065 1.670 9.278 67.065 3.388 18.820 39.170
3 1.195 6.638 73.702 1.195 6.638 73.702 2.953 16.404 55.574
4 .996 5.533 79.236 .996 5.533 79.236 2.548 14.158 69.732
5 .759 4.217 83.453 .759 4.217 83.453 2.470 13.721 83.453
6 .541 3.005 86.458
7 .435 2.417 88.875
8 .303 1.685 90.560
9 .263 1.463 92.023
10 .245 1.362 93.385
11 .213 1.184 94.569
12 .190 1.054 95.623
13 .180 1.000 96.623
14 .163 .906 97.528
15 .153 .850 98.379
16 .106 .590 98.969
17 .103 .574 99.543
18 .082 .457 100.000

30
The relationship between the eigen values and the factors in the ongoing study is shown in
the screen plot. Above in the screen plot It can be seen that the eigen values were marked
against each factor. The plot diagram makes it abundantly evident that after 10th factor there
is a drastic change in the gap between the points. The variance among the factors described
by the gap.

Identification of critical factors

The crucial factors were determined by rotating the factors to form using the varimax
rotation technique. Following above table displays the variance in relation to each eigne
value after rotation. Rotation causes a variance of 20.350 percent, which Factor 1 is
accounting for, followed by Factor 2 with a variance of 18.820 percent, Factor 3 with a
variance of 16.404 percent, Factor 4 with a variance of 14.158 percent, and Factor 5 with a
variance of 13.721 percent. Furthermore, it should be emphasised that every one of the
contributing components accounts for 83.453 percent of the variance.

The association between each variable and its associated factor is depicted by the rotating
factor matrix in the table below. Only one of the factors will have a high load for each item,
but each item will have a load in each of the factors. The strongly loaded components of
each element will be taken into account. According to the rotational component matrix, 4
items were loaded into factor 1, 4 items into factor 2, 4 items into factor 3, 3 items into
factor 4, and 3 items into factor 5. According to Thurstone's recommendation, exploratory
analysis calls for at least three variables for each component, each factor that was extracted
should have at least three components. D. Kim and J.

31
Table 8:Rotated component matrixa
Component
1 2 3 4 5
SQ_res3 .864
SQ_Res2 .853
SQ_Res4 .839
SQ_Res1 .759
SQ_Ass4 .832
SQ_Ass2 .778
SQ_Ass1 .771
SQ_Ass3 .753
SQ_Emp4 .816
SQ_Emp3 .805
SQ_Emp1 .686
SQ_Emp2 .670
SQ_Tan2 .823
SQ_Tan3 .746
SQ_Tan1 .738
SQ_Rel3 .830
SQ_Rel1 .746
SQ_Rel2 .714
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization

A Rotation converged in 6 iterations.

The Bartlett's test of sphericity and the Kaiser-Mayer-Olkin measure of sample adequacy
must both be met before the factor analysis can be carried out. In the KMO table, the
statistical results from KMO and Bartlett are displayed. The test's outcome indicates that
the KMO value is.928, which is higher than the threshold value of 0.5, and that Bartlett's
32
test of sphericity likewise yields statistically significant findings. It is a good idea to use
factor analysis moving forward because the assumptions were met..

When applying component analysis to 18 items, the researcher assessed the Principal
Component Method for factor extraction and decided to rotate Varimax. The basic
objective of the varimax rotation strategy is to produce a perfect factor structure with high
factor loadings of items under each factor. Every item will be classified as belonging to the
factor based on these loadings. The likelihood that a factor represents a given variable is
high if the factor loading value between the particular factor and variable is high. Using the
Kaiser Criteria, seven factors with Eigen values greater than 1 have been taken into account
for 18 items. All five components, accounting for a total of 83.453 percent of the variation,
were identified. Items with factor loadings greater than 0.50 were considered

The key success component is SQ _Ass (SERVICE QUALITY ASSURANCE). Four

variables make up the factor, and its reliability coefficient is 0.830. From SQ _Ass 1
through SQ _Ass 4, all four items had factor 1 loadings that were more than 0.8. This factor
explained 3.663 Eigen values and 20.350 percent of the variation, respectively.

The second essential success aspect is the SQ _EMP (SERVICE QUALITY_ EMPATHY).
The factor has a reliability coefficient of 0. 840 and consists of four variables. The loading
factor for each of the four elements, SQ _Emp 1 through SQ _Emp 4, was larger than 0.7.
This component explained, respectively, 3.388 and 18.820 percent of the variance in terms
of Eigen values.

33
The third essential success component is SQ _Res (SERVICEQUALITY
RESPONSIVENESS). The factor has a reliability coefficient of 0. 840 and consists of four
variables. The loading factor for each of the four components, SQ Res1 through SQ Res4,
was larger than 0.79. This component accounted, respectively,2.953 and 16.404 percent of
the range in Eigen values.

The fourth essential success factor is the SQ _Tan (SERVICE QUALITY_ TANGIBLES).
The factor has a reliability coefficient of 0.840 and three variables. The loading factor for
all three elements, SQ Tan 1 through SQ Tan 3, was larger than 0.7. This factor accounted
for, respectively, Eigen values of 2.548 and 14.158 percent of the variation.

SQ Rel, or service reliability and quality, is the fifth and most important success criteria.
The factor has a reliability coefficient of 0.840 and three variables. The loading factor for
each of the three elements, SQ _Rel 1 through SQ _Rel 3, was larger than 0.7. This factor
explained, respectively, Eigen values of 2.470and 13.721 percent of the variation.

34
OBJECTIVE-3 To study the Impact of the perceived service quality factors on customer
loyalty

Table 9:Model summary

Model R R Square Adjusted R Std. Error of the Estimate
Square
1 .767a .589 .586 1.90300
a. Predictors: (Constant), SQ

Table 10:Anovaa

Model Sumof Squares df Mean Square F Sig.

Regression 767.290 1 767.290 211.876 .000b

1 Residual 535.970 148 3.621

Total 1303.260 149

a. Dependent Variable: Customer_Loyalty_New

b. Predictors: (Constant), SQ

Table 11:Coefficientsa
Model Unstandardized Coefficients Standardized t Sig.
Coefficients
B Std. Error Beta
(Constant) 1.869 .419 4.457 .000
1
SQ .186 .013 .767 14.556 .000
a. Dependent Variable: Customer_Loyalty_New

35
Interpretation

The table above demonstrates that the combination of service quality dimensions has an 767
percent impact on the dependent variable, or customer loyalty. All independent variables
have high R2 values (0.589), which suggest that they have a significant impact on the
dependent variable. The adjusted R2 is responsible for more than 70% of the variance of
the response variable. The F value 211.876 is significant at a 1% level of significance.

It is clear from the preceding table that just two independent factors affected the dependent
variable, customer loyalty. The preceding Table clearly shows that at the 1% level,
"Assurance" and "Empathy" have a big impact on customer loyalty. The two significant
independent factors that are having the most effects on the dependent variable are
"Assurance" and "Empathy."

36
OBJECTIVE-4 To study the direct and indirect effects of service quality on customer
loyalty in presence of corporate image

4.1 Service Quality-Corporate image

Table 12:Model summary

Model R R Square Adjusted R Std. Error of the
Square Estimate
1 .767a .589 .586 1.90300
a. Predictors: (Constant), SQ

Table 13:Anovaa
Model Sumof Squares df Mean Square F Sig.
Regression 767.290 1 767.290 211.876 .000b
1 Residual 535.970 148 3.621
Total 1303.260 149
a. Dependent Variable: CL
a. Predictors: (Constant), SQ

37
Table 14:Coefficientsa
Model Unstandardized Standardized t Sig.
Coefficients Coefficients
B Std. Error Beta
constant 1.869 .419 4.457 .000
1
SQ .186 .013 .767 14.556 .000
a. Dependent Variable: CL

Interpretation

The table above demonstrates that the construct (Service Quality & Contentment) has an
767 percent influence on the dependent variable, or customer loyalty. The independent
factors have a significant impact on the dependent variable, as evidenced by their high R2
(0.589) value. The adjusted R2 is responsible for more than 70% of the variance of the
response variable. The F value (211.876) is significant at a 1% level of significance.

The independent variable (Service Quality, corporate image) had an effect on the dependent
variable, which was Customer Loyalty, as can be seen from the table above. The preceding
Table clearly shows that, at the 1% level, "Service quality" has a considerable impact on
customer loyalty. The significant independent variable "Service Quality" is the one having
the biggest effects on the dependent variable

38
4.2 :Corporate image- Customer loyalty

Table 15:Model summary

Model R R Square Adjusted R Square Std. Error of the
Estimate
1 .685a .469 .466 2.16199
a. Predictors: (Constant), CI

Table 16:Anovaa
Model Sum of Squares df Mean Square F Sig.

Regression 611.481 1 611.481 130.821 .000b

1 Residual 691.779 148 4.674

Total 1303.260 149

a. Dependent Variable: CL
b. Predictors: (Constant), CI

Table 17:Coefficientsa
Model Unstandardized Coefficients Standardized t Sig.
Coefficients
B Std. Error Beta

(Constant) 3.243 .415 7.812 .000

1
CI .458 .040 .685 11.438 .000
a. Dependent Variable: CL

39
Interpretation

The above Table shows that the dependent variable i.e., customer loyalty is influenced by
the construct (customer loyalty & corporate image) to an extent of 685 %. The independent
variables have a high R2 (0.469) value, which indicates a strong effect on the dependent
variable. Over 70 percent of the response variable's variance is being contributed by the
adjusted by R2. At a 1% level of significance, the F value (130.821) is significant

40
4.3 Service quality- Corporate Image-Service Quality

Table 18:Model summary

Model R R Square Adjusted R Std. Error of the
Square Estimate
1 .779a .606 .601 1.86781
a. Predictors: (Constant), CI, SQ

Table 19:Anovaa
Model Sum of Squares df Mean Square F Sig.

Regression 790.421 2 395.211 113.283 .000b

1 Residual 512.839 147 3.489
Total 1303.260 149
a. Dependent Variable: CL
b. Predictors: (Constant), CI, SQ

Table 20:Coefficientsa
Model Unstandardized Coefficients Standardized t Sig.
Coefficients
B Std. Error Beta
(Constant) 1.768 .414 4.276 .000
1 SQ .145 .020 .598 7.162 .000
CI .144 .056 .215 2.575 .011
a. Dependent Variable: CL

41
Interpretation

The above Table shows that the dependent variable i.e., customer loyalty is influenced by
the construct (Service Quality, corporate image & customer loyalty) to an extent of 0.779
%. The independent variables have a high R2 (0.606) value, which indicates a strong effect
on the dependent variable. Over 70 percent of the response variable's variance is being
contributed by the adjusted by R2. At a 1% level of significance, the F value (113.283) is
significant

From the above table, it can be seen that the independent element (Service Quality,
Corporate image & customer loyalty) had an impact on the dependent variable, which was
the customer loyalty. The above Table makes it evident that “Service quality” have a
significant impact on customer loyalty at the 1% level., “Service Quality “is significant
independent variables that having the greatest effects on the dependent variable

42
 CHAPTER – 3
FININGS, SUGGESTIONS & CONCLUSION

43
 FINDINGS

1) We have observed that most of the respondents in the study belongs to age group
to age group 20-30 years is 35.3%,It is observed that respondents belongs to the age
group 31-40 years 30%,16.7% respondents belongs to 20 years,remaining 18%
occupied with 41-50 years age group.
2) From 150 respondents 68% occupied by male and 32% occupied by female.
3) In this study it is observed that total sample is 150 and it is covered by 3 categories
i.e., single, married divorces categories 17% is occupied by Married category and
remaining 3% occupied with divorced category.
4) In the age of study, 49% of respondent educational qualification belongs to
undergraduate. 26% belongs to school level, 12% belongs to diploma, 11% belongs
to postgraduates.
5) It is observed that the frequency distribution of respondent with respect to
occupation is presented out of 150 respondents 29% belongs to business, 30%
respondents related to private employees. 14.7 respondents are governments
employees, 14% respondents belongs to Agriculture, 6% of respondents students,
5% belongs to pensioners
6) From the above stud it is noticed that all the service quality dimension showing
relatively corelation
7) Its is observed that perceived service Quality which is independent variable showing
impact on dependent variable customer loyalty.
8) By the objective 4 Service quality" has a considerable impact on customer loyalty.
The significant independent variable "Service Quality" is the one having the biggest
effects on the dependent variable, “Service quality” have a significant impact on
customer loyalty at the 1% level., “Service Quality “is significant independent
variables that having the greatest effects on the dependent variable

44
SUGGESSTIONS

1. Overall preparation is coordinated by Regional preparation

2. Likewise in house preparing could be coordinated, in which
senior/experienced staff individuals train youngsters during customary
working.
3. It likewise incorporates clarification of ordinary shortcoming/issue with
arrangement through specialized fliers from the maker.
4. Improvement of Equipment's/devices condition by following technique.
5. Booked Maintenance of Equipment's,
6. Fix old device,
7. Supplant harmed device,
8. Alignment of hardware's,
9. Buy new hardware's provided that required.
10. Prioritize the customer

45
 CONCLUSION

From the above study, Service quality dimensions helps the customer to be loyal.
In addition to the corporate image, with the service quality variables relatively
helps to customer trust on the brand related to the “Yamaha” it is the big
challenge for the service center to attract or satisfy the customer.

So that it is clearly stated that impact of service quality with respect to the
corporate image effects the customers to switch to the ‘Yamaha’ or other brands.

46
 CHAPTER – 4
BIBLIOGRAPHY

47
BIBLIOGRAPHY

Books

1) E. R. Gray, gottlieb duttweiler and the perpetuation of social values at migros,

journal of business leadership 6(2), 51–63
2) W. Olins, corporate identity, harvard business school press, boston, ma (1989)
3) Arwin dhasan,,mayuree aryupong
4) A. Parasuraman foleys federated professor of retailing and marketing
studies(1988)
5) Ida hindarsh, universities pasundan bandung,emotional marketing and spirtual
marketing on customer satisfaction
6) Ying-feng kuo, chi- ming wu, department of information management,chung hua
university, hsinch 2009
7) Eggert,a&ulaga w(2002) customer perceived value: a substitute for satisfaction in
business marketers. The journal of business and industrial marketing

http://www.yamaha-motor-india.com

http://www.googlescholar.com

http://www.google.com

48
 CHAPTER – 5

APPENDIX

49
 “A study on impact of service quality on customer loyalty towards
‘Yamaha’ bikes: an empirical investigation in presence of corporate
image as mediator with special reference to Ragavendra Motors,
Beeramguda”

QUESTIONNAIRE

1. Age Group
(a) Below 20 years (b) 20 - 30 years (c) 31 - 40 years
(d) 41 - 50 years (e) Above 51 years
2. Gender:
a) Male b) Female
3. Marital Status:

a) Single b) Married c) Divorced

4. Educational Qualification

(a) School Level (b) Diploma (c) Under Graduate

(d) Post Graduate

5. Your present Occupation:

a) Agriculture b) Business c) Private Employee
d) Government Employee e) Pensioner f) Students

50
6. Service Quality:
Please place a cross in the box corresponding to the level of your
agreement/disagreement with each of the following statement: 1. strongly agree, 2.
Agree, 3. Neutral, 4. Disagree, 5. Strongly disagree

Disagree
Disagree
Strongly

Strongly
S.N

Neutral
Service Quality Item’s Name

Agree
Agree
o

Tangible
1 Showroom is easily approachable 1 2 3 4 5
Physical conditions of showroom and service
2 1 2 3 4 5
centres appealing for customers
Modern service equipment is available in
3 1 2 3 4 5
showroom and service centres
Reliability
4 Services are performed in time 1 2 3 4 5
5 Service personnel are confident and friendly 1 2 3 4 5
Customers records and Service Tracking are
6 1 2 3 4 5
kept accurately
Responsiveness
7 Services are speedily carried out 1 2 3 4 5
8 Service time is declared exactly 1 2 3 4 5
9 Employees are willing to service 1 2 3 4 5
Employees are willing to protect customers
10 1 2 3 4 5
rights
Assurance
11 Customers reassured 1 2 3 4 5

51
 12 Customers treated politely 1 2 3 4 5
13 Customers get enough information 1 2 3 4 5
14 Answers are satisfying for customers 1 2 3 4 5
Empathy
15 Consultancy is received as expected 1 2 3 4 5
16 Customer complaints seriously cared 1 2 3 4 5
17 Understanding to individual requests 1 2 3 4 5
18 Working schedule fits the customer will 1 2 3 4 5
Source: Marshall and Murdoch (2001), Pekkaya, Imamoğlu, and Koca (2017).

7. Corporate Image

Please place a cross in the box corresponding to the level of your

agreement/disagreement with each of the following statement: 1. strongly agree, 2.
Agree, 3. Neutral, 4. Disagree, 5. Strongly disagree

S.
Disagree
Disagree
Strongly

Strongly
Neutral
Agreed
agreed

No
Corporate image item’s Name A

The “Yamaha” brand is successful and has a

1 1 2 3 4 5
bright future
2 The Brand is innovative and pioneering 1 2 3 4 5
3 The Yamaha Brand is reputable 1 2 3 4 5
4 The showroom is ethical when doing business 1 2 3 4 5

52
5 The brand is prestigious 1 2 3 4 5
Source: Chorles Makanyeza (2017), Lovemore chikozhe (2017)

8. Customer Loyalty

Please place a cross in the box corresponding to the level of your

agreement/disagreement with each of the following statement: 1. strongly agree, 2.
Agree, 3. Neutral, 4. Disagree, 5. Strongly disagree

Disagree
Strongly

Strongly
disagree
Neutral
S.

Agree
agree
No Customer loyalty Item’s Name
I recommend this brand to my collegues, friends
1 1 2 3 4 5
and family
2 I talk positive things about this brand 1 2 3 4 5
I consider this brand service center as my first
3 1 2 3 4 5
choice
I shall continue to hold service with this service
4 1 2 3 4 5
center.

Source: Chorles Makanyeza (2017), Lovemore chikozhe (2017)

9. Suggestions

What suggestions do you want to give?

53