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JSS CENTRE FOR MANAGEMENT STUDIES

SRI JAYCHAMARAJENDRA COLLEGE OF ENGINEERING CAMPUS, MYSORE.

BUSINESS RESEARCH METHODS WORKSHOP

AN OBSERVATION STUDY DONE ON CUSTOMER RECEPTION IN TWO WHEELER & FOUR WHEELER SHOW ROOMS

TEAM 11

TEAM MEMBERS: Navya K S Sheela P Yogesh R Md Shahbaz Rebecca Shreedhar R I Date of Submission: 16.06.2012

CONTENTS
1.0 INTRODUCTION

1.1 Scope of the Study .. 1.2 Objectives ..


2.0 METHODOLOGY 3.0 STUDY DESIGN

4.0 DATA ANALYSIS 5.0 CONCLUSION

1.0 INTRODUCTION

Reception services provide a polished and professional image to visitors of an organization. Receptionist is the first business contact that a person will meet at an organization. Their primary responsibility is to greet incoming visitors and callers. Their work is usually performed at the front desk of an organization. The receptionist is truly a manager in charge of first impressions, responsible for shaping the interactions that a customer will continue to have with the company. It is often the receptionist's role to ensure that all of the callers and customers are taken care of and that a good business image is given to the public. If a customer is treated poorly by the front-desk staff, it is likely that they will have a negative image of that company and may not return. By utilizing this type of call-answering service and well reception of clients, a company is able to spend more time focusing on tasks that are more important, which allows the company to manage their time better, rather than worrying about having to catch every incoming call and receive clients. 1.1 Scope of the Study In the present day of auto mobile industry, service quality has become the basic tool to create competitive advantage and to enhance appreciable purchase experience. The way of receiving the customers at the reception desk and the quality of response given by receptionist on calls of probable & current clients significantly affects customer satisfaction, company revenues, cross selling and also repeat purchase behavior. Thus this observation study identifies vital role played by customer reception in 2 two wheeler & 2 four wheeler companies showrooms in Mysore city.

1.2 Objectives To understand how customer reception serve as a touch point to visitors and clients of showrooms. Identifying and analysing receptionist's role of ensuring that all of the callers and customers are taken care of maintain good business image . Understanding how the quality of response given by receptionist on calls of probable & current clients significantly affects customer satisfaction, company revenues, cross selling and also repeat purchase behavior.

2.0 METHODOLOGY An Observation Method by 6 observers was used to collect the primary data from customer receptions of 2 two wheeler and two four wheeler show rooms in Mysore city. The study provides an useful insight on various dimensions of Service Quality from a Customers Perspective.

3.0 STUDY DESIGN

This observation study was done on customer reception in two wheeler and four wheeler showroom in Mysore. This observation study we did In STAR BAJAJ on 14thJune 2012 between 4:30 to 6:00pm, and In PALACE HONDA, on 14thJune between 4:00 to 5:30pm In URS CAR, between 4:30 to 6:00pm on 15th June 2012, In CAUVERY FORD, between 6:00 to 7:00 pm, on 15th June 2012, We observed the communication skills of the receptionist, because it is very important to give information and convince the customers. It is her/his responsibility to retain the customers. She is responsible to guide the customers in the right way to pick out their destiny. We observed the counters there because; more number of counters will reduce the customer waiting time. We observed the receptionists willingness to serve, how they satisfied their customers.

4.0 DATA ANALYSIS

Observed Points
By the above table we observe that, more number of customers who visited two wheeler showroom were male with 66.67%and welcoming was moderate in both showrooms(both S1 and S2).communication skill was observed as moderate in showroom 1 and it was high in showroom 2.willingness to serve the customer was observed as high in both the two wheeler showrooms. Customer waiting time was moderate in S1 and high in S2 with the directing executives high in S1 and moderate in S2. And most importantly observed customer satisfaction in S1 was moderate and it was high in S2. By the above table of four wheeler we observe that, all the customers who visited were male in S3 and 75% were female in S4. Welcoming was high and moderate in S3 and 100% high in S4. Communication skill was high in both. Willingness to serve was high in both. Customer waiting time was high moderate, directing to executives was high. . And most importantly observed customer satisfaction in S3 was moderate and it was high in S4.

5.0 CONCLUSION

Overall we could observe that, communication skills, number of counters, willingness of receptionist to serve, guiding them to proper destiny is very necessary to make the customers feel comfort and retain their loyalty to grow in the competitive world.