A STUDY ON CUSTOMER SATISFACTION ON AFTER SALES AND SERVICES IN A.R.SHAKTHI MOTORS.

,MADURAI
BY CHINNA THAMBI.S REG NO: 12PMBM0011 Of

VELTECH RANGARAJAN Dr.SAKUNTHALA R&D INSTITUTE OF SCIENCE AND TECHNOLOGY

A PROJECT REPORT Submitted to the

V !" #$ I%&"'"(" )* M+%+, - %" S"(.' &

In partial fulfillment of the requirements For the award of the degree Of

MASTER OF BUSINESS ADMINISTRATION

NOVEMBER 201/

BONAFIDE CERTIFICATE

Certified that this project report titled 0A STUDY ON CUSTOMER SATISFACTION ON AFTER SALES AND SERVICES IN A.R.SHAKTHI MOTORS.,MADURAI1 is the bonafide wor of CHINNA THAMBI.S 2REGNO: 12PMBM00113 who carried out the research under m! super"ision# Certified further$ that to the best of m! nowled%e$ the wor reported herein does not form part of an! other project report or dissertation on the basis of which a de%ree or award was conferred on an earlier occasion or this for an! other candidate#

INTERNAL GUIDE R.RAVI MOHAN 2MBA,MCP.,2PH.D33

DEAN DR. MAMTA GUAR 2MBA, H.D.S.E, PH.D3

Submitted for the Project and &i"a E'amination held on 11"$ N)4 -5 r 201/ at &eltech Ran%arajan (r#Sa unthala R)( *nstitute of Science And Technolo%!$ A"adi$ Chennai$ +,,,+-#

INTERNAL E6AMINER

E6TERNAL E6AMINER

DECLARATION
*$CHINNA THAMBI.S$./#B#A0 student of &eltechRan%arajan(r#Sa unthala R)( *nstitute Of Science And Technolo%!$ A"adi$ Chennai$ would li e to declare that the project wor entitled 0 A STUDY ON CUSTOMER SATISFACTION ON AFTER SALES AND SERVICES IN A.R.SHAKTHI MOTORS.,MADURAI1 in partial fulfillment of /aster of Business Administration course under &eltech *nstitute of /ana%ement$ is ori%inal project done independentl! b! me under the %uidance of Mr.R.RAVI MOHAN.MBA.,MCP.,
2PH.D33, &eltech *nstitute of /ana%ement$&eltechRan%arajan(r#Sa unthala R)( *nstitute

Of Science And Technolo%!$ A"adi#

P!+# : C$ %%+' D+" : 2CHINA THAMBI.S3

C)-7+%8 C r"'*'#+"

ACKNO9LEDGEMENT
* than the Almi%ht! for %i"in% such e'cellent facilities and support throu%h

&eltechRan%arajan (r#Sa unthala R)( *nstitute of Science And Technolo%! and its
Chief Administrator$ our belo"ed F)(%. r Pr &'. %" C)!. Pr)* Dr. R. R+%,+r+:+% B.E2E! #3., B.E2M #$3., M.S2A(")3., D.S#., V'# C$+'r-+%Dr.S+;(%"$+!+R+%,+r+:+% M.B.B.S * would li e to e'press m! faithful than s to our (irector 1eneral

Pr)*.Dr.J+8+&+%;+r+%/sc#$/BA#$/#Phil#$Ph#($ Dr. M+-"$+ G+(r, /BA#$Ph#(, (ean$ &eltech *nstitute of /ana%ement Studiesfor ha"in% moti"ated and e'tended full support for effecti"e completion of the project# A Special than s to Mr.R.RAVI MOHAN.MBA.,MCP.2PH.D3 I%" r%+! G('. +%. Mr.. E<" r%+! G('. for their e'tremel! "aluable %uidance and support for the completion of this project wor successfull!#

* also e'tend m! sincere than s to m! P+r %"&, Fr' %.& +%. +!! F+#(!"' & )* "$ S#$))! )* M+%+, - %" for the help the! e'tended to us for completion of this project#

TABLE OF CONTENTS CHAPTERS PARTICULARS ACKNO9LEDGEMENT TABLE OF CONTENTS LIST OF TABLES LIST OF CHARTS 1.1 INTRODUCTION TO THE STUDY 1.2 INDUSTRY PROFILE 1./ COMPANY PROFILE 1.A NEEDS FOR THE STUDY 1.= OBJECTIVES OF THE STUDY 1.> RESEARCH METHODOLOGY 1.? SCOPES OF THE STUDY 1.@ LIMITATIONS OF THE STUDY REVIE9 OF LITERATURE DATA ANALYSIS AND INTERPRETATION A.1 FINDINGS AND SUGGESTIONS A.2 CONCLUSION A./ BIBLIOGRAPHY A.A ANNE6URE PAGE NO = > ? @ 10 1= 1> 21 22 2/ 2= 2> 2@ /1 A/ A= A> A?

II III IV

LIST OF TABLES TABLE NO /.1 /.2 /./ /.A /.= /.> /.? /.@ /.B /.10 /.11 PARTICULARS GENDER OF THE RESPONDENTS AGE GROUP OF THE RESPONDENTS MARITAL STATUS OF THE RESPONDENTS USING THE BAJAJ BIKE PERFORMANCE OF THE BAJAJ BIKE 9AY OF SELECTION COURTESY OF SERVICE ADVISOR FAIRNESS OF THE CHARGE SERVICE CHARGES DURING DELIVERY E6PLANATION OF SERVICE ADVISOR SATISFACTION OF SALES AND SERVICE: PAGE NO 23 222 24 25 2+ 26 27 28 4, 43

LIST OF GRAPHS GRAPH NO /.1 /.2 /./ /.A /.= /.> /.? /.@ /.B /.10 /.11 PARTICULARS GENDER OF THE RESPONDENTS AGE GROUP OF THE RESPONDENTS MARITAL STATUS OF THE RESPONDENTS USING THE BAJAJ BIKE PERFORMANCE OF THE BAJAJ BIKE 9AY OF SELECTION COURTESY OF SERVICE ADVISOR FAIRNESS OF THE CHARGE SERVICE CHARGES DURING DELIVERY E6PLANATION OF SERVICE ADVISOR SATISFACTION OF SALES AND SERVICE: PAGE NO 23 222 24 25 2+ 26 27 28 4, 43

CHAPTER-I
9

1.1INTRODUCTION TO THE STUDY

CUSTOMER SATISFACTION: C(&")- r &+"'&*+#"')%$ a term fre9uentl! used in mar etin%$ is a measure of how products and ser"ices supplied b! a compan! meet or surpass customer e'pectation# Customer satisfaction is defined as :the number of customers$ or percenta%e of total customers$ whose reported e'perience with a firm$ its products$ or its ser"ices .ratin%s0 e'ceeds specified satisfaction %oals# *n a sur"e! of nearl! -,, senior mar etin% mana%ers$ 63 percent responded that the! found a customer satisfaction metric "er! useful in mana%in% and monitorin% their businesses# *t is seen as a e! performance indicator within business and is often part of a Balanced Scorecard# *n a competiti"e mar etplace where businesses compete for customers$ customer satisfaction is seen as a e! differentiator and increasin%l! has become a e! element of business strate%!#:;ithin or%ani<ations$ customer satisfaction ratin%s can ha"e powerful effects# The! focus emplo!ees on the importance of fulfillin% customers= e'pectations# >urthermore$ when these ratin%s dip$ the! warn of problems that can affect sales and profitabilit!# # # # These metrics 9uantif! an important d!namic# ;hen a brand has lo!al customers$ it %ains positi"e word?of?mouth mar etin%$ which is both free and hi%hl! effecti"e# @Therefore$ it is essential for businesses to effecti"el! mana%e customer satisfaction# To be able do this$ firms need reliable and representati"e measures of satisfaction# :*n researchin% satisfaction$ firms %enerall! as customers whether their product or ser"ice has met or e'ceeded e'pectations# Thus$ e'pectations are a e! factor behind satisfaction# ;hen customers ha"e hi%h e'pectations and the realit! falls short$ the! will be disappointed and will li el! rate their e'perience as less than satisf!in%# >or this reason$ a lu'ur! resort$ for e'ample$ mi%ht recei"e a lower satisfaction ratin% than a bud%et motelAe"en thou%h its facilities and ser"ice would be deemed superior in BabsoluteB terms#: The importance of customer satisfaction diminishes when a firm has increased bar%ainin% power# >or e'ample$ cell phone plan pro"iders$ such as AT)T and &eri<on$ participate in an industr! that is an oli%opol!$ where onl! a few suppliers of a certain product or ser"ice e'ist#
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As such$ man! cell phone plan contracts ha"e a lot of fine print with pro"isions that the! would ne"er %et awa! if there were$ sa!$ a hundred cell phone plan pro"iders$ because customer satisfaction would be wa! too low$ and customers would easil! ha"e the option of lea"in% for a better contract offer# There is a substantial bod! of empirical literature that establishes the benefits of customer satisfaction for firms# A business ideall! is continuall! see in% feedbac to impro"e customer satisfaction# :Customer satisfaction pro"ides a leadin% indicator of consumer purchase intentions and lo!alt!#: :Customer satisfaction data are amon% the most fre9uentl! collected indicators of mar et perceptions# Their principal use is twofoldC: 3# :;ithin or%ani<ations$ the collection$ anal!sis and dissemination of these data send a messa%e about the importance of tendin% to customers and ensurin% that the! ha"e a positi"e e'perience with the compan!=s %oods and ser"ices#: -# :Althou%h sales or mar et share can indicate how well a firm is performin% currentl!$ satisfaction is perhaps the best indicator of how li el! it is that the firm=s customers will ma e further purchases in the future# /uch research has focused on the relationship between customer satisfaction and retention# Studies indicate that the ramifications of satisfaction are most stron%l! reali<ed at the e'tremes#: On a fi"e? point scale$ :indi"iduals who rate their satisfaction le"el as B5B are li el! to become return customers and mi%ht e"en e"an%eli<e for the firm# .A second important metric related to satisfaction is willin%ness to recommend# This metric is defined as :The percenta%e of sur"e!ed customers who indicate that the! would recommend a brand to friends#: ;hen a customer is satisfied with a product$ he or she mi%ht recommend it to friends$ relati"es and collea%ues# This can be a powerful mar etin% ad"anta%e#0 :*ndi"iduals who rate their satisfaction le"el as B3$B b! contrast$ are unli el! to return# >urther$ the! can hurt the firm b! ma in% ne%ati"e comments about it to prospecti"e customers# ;illin%ness to recommend is a satisfaction#:
3.

e! metric relatin% to customer

Construction Or%ani<ations need to retain e'istin% customers while tar%etin% non? customers#
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4#

/easurin% customer satisfaction pro"ides an indication of how successful the or%ani<ation is at pro"idin% products andDor ser"ices to the mar etplace#

:Customer satisfaction is measured at the indi"idual le"el$ but it is almost alwa!s reported at an a%%re%ate le"el# *t can be$ and often is$ measured alon% "arious dimensions# A hotel$ for e'ample$ mi%ht as customers to rate their e'perience with its front des and chec ?in ser"ice$ with the room$ with the amenities in the room$ with the restaurants$ and so on# Additionall!$ in a holistic sense$ the hotel mi%ht as about o"erall satisfaction Bwith !our sta!#B: As research on consumption e'periences %rows$ e"idence su%%ests that consumers purchase %oods and ser"ices for a combination of two t!pes of benefitsC hedonic and utilitarian# Eedonic benefits are associated with the sensor! and e'periential attributes of the product# Ftilitarian benefits of a product are associated with the more instrumental and functional attributes of the product .Batra and Athola 388,0# Customer satisfaction is an ambi%uous and abstract concept and the actual manifestation of the state of satisfaction will "ar! from person to person and productDser"ice to productDser"ice# The state of satisfaction depends on a number of both ps!cholo%ical and ph!sical "ariables which correlate with satisfaction beha"iors such as return and recommend rate# The le"el of satisfaction can also "ar! dependin% on other options the customer ma! ha"e and other products a%ainst which the customer can compare the or%ani<ationBs products# ;or done b! Parasuraman$ Geithaml and Berr! .Heonard H0 between 3875 and 3877

pro"ides the basis for the measurement of customer satisfaction with a ser"ice b! usin% the %ap between the customerBs e'pectation of performance and their percei"ed e'perience of performance# This pro"ides the measurer with a satisfaction :%ap: which is objecti"e and 9uantitati"e in nature# ;or done b! Cronin and Ta!lor propose the :confirmationDdisconfirmation: theor! of combinin% the :%ap: described b! Parasuraman$ Geithaml and Berr! as two different measures .perception and e'pectation of performance0 into a sin%le measurement of performance accordin% to e'pectation# The usual measures of customer satisfaction in"ol"e a sur"e! with a set of statements usin% a Hi ert Techni9ue or scale# The customer is as ed to e"aluate each statement and in term of

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their perception and e'pectation of performance of the or%ani<ation bein% measured# Their satisfaction is %enerall! measured on a fi"e?point scale# :Customer satisfaction data can also be collected on a 3,?point scale#: :Re%ardless of the scale used$ the objecti"e is to measure customers= percei"ed satisfaction with their e'perience of a firm=s offerin%s#: *t is essential for firms to effecti"el! mana%e customer satisfaction# To be able do this$ we need accurate measurement of satisfaction# 1ood 9ualit! measures need to ha"e hi%h satisfaction loadin%s$ %ood reliabilit!$ and low error "ariances# *n an empirical stud! comparin% commonl! used satisfaction measures it was found that two multi?item semantic differential scales performed best across both hedonic and utilitarian ser"ice consumption conte'ts# Accordin% to studies b! ;irt< ) Hee .-,,20$ the! identified a si'?item 6?point semantic differential scale .e#%#$ Oli"er and Swan 38720$ which is a si'?item 6?point bipolar scale$ that consistentl! performed best across both hedonic and utilitarian ser"ices# *t loaded most hi%hl! on satisfaction$ had the hi%hest item reliabilit!$ and had b! far the lowest error "ariance across both studies# *n the stud!$ the si' items as ed respondents= e"aluation of their most recent e'perience with AT/ ser"ices and ice cream restaurant$ alon% se"en points within these si' itemsC @pleased me to displeased meI$ @contented with to dis%usted withI$ @"er! satisfied with to "er! dissatisfied withI$ @did a %ood job for me to did a poor job for meI$ @wise choice to poor choiceI and @happ! with to unhapp! withI# A semantic differential .4 items0 scale .e#%#$ Ero%lu and /achleit 388,0$ which is a four?item 6?point bipolar scale$ was the second best performin% measure$ which was a%ain consistent across both conte'ts# *n the stud!$ respondents were as ed to e"aluate their e'perience with both products$ alon% se"en points within these four itemsC @satisfied to dissatisfiedI$ @fa"orable to unfa"orableI$ @pleasant to unpleasantI and @* li e it "er! much to * didn=t li e it at allI# The third best scale was sin%le?item percenta%e measure$ a one?item 6?point bipolar scale .e#%#$ ;estbroo 387,0# A%ain$ the respondents were as ed to e"aluate their e'perience on both AT/ ser"ices and ice cream restaurants$ alon% se"en points within @deli%hted to terribleI# *t seems that dependent on a trade?off between len%th of the 9uestionnaire and 9ualit! of satisfaction measure$ these scales seem to be %ood options for measurin% customer satisfaction in academic and applied studies research ali e# All other measures tested consistentl! performed worse than the top three measures$ andDor their performance "aried si%nificantl! across the two ser"ice conte'ts in their stud!# These results su%%est that more
13

careful pretestin% would be prudent should these measures be used# >inall!$ all measures captured both affecti"e and co%niti"e aspects of satisfaction$ independent of their scale anchors# Affecti"e measures capture a consumer=s attitude .li in%Ddisli in%0 towards a product$ which can result from an! product information or e'perience# On the other hand$ co%niti"e element is defined as an appraisal or conclusion on how the product=s performance compared a%ainst e'pectations .or e'ceeded or fell short of e'pectations0$ was useful .or not useful0$ fit the situation .or did not fit0$ e'ceeded the re9uirements of the situation .or did not e'ceed0#

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1.2 INDUSTRY PROFILE:

*ndia is seein% the penetration of two?wheelers increasin% at a rapid pace dri"en b! the rise in the household incomes$ reducin% trend in e'cise duties and hitherto eas! a"ailabilit! of two? wheeler finance# Thou%h the two wheeler industr! is presentl! passin% throu%h a rou%h patch$ we project the lon% term outloo to be health! with increase in penetration le"els#

This report on JThe *ndian Two?;heeler *ndustr!= %i"es "aluable insi%ht of the industr! encompassin% its e"olution in *ndia$ its characteristics$ demand dri"ers$ 1o"ernment re%ulations and trends in duties$ commentar! on industr! pla!ers and competition and the trends in domestic sales and e'ports# The trends are anal!sed in depth for "arious "ehicle se%ments$ namel! motorc!cles$ scooters$ mopeds and electric two?wheelers$ further sub?classified based on the en%ine capacit!# &arious se%ments and sub?se%ments are appropriatel! associated with the rele"ant products and companies for enhancin% the understandin% of the competiti"e scenario in the industr!# The cost anal!sis presented in the report will help the reader identif! the critical cost items and their trends# The compan! section in the report pro"ides detailed profiles of the top three pla!ers in the industr!$ includin% their financial and operational data and product ran%e# The report presents our forecasts of domestic as well as e'port sales for each of the ne't fi"e !ears till >Y -,34$ separatel! for all the se%ments# ;e ha"e de"eloped a robust model for forecastin% domestic sales# *t ta es into account the cost of ownin% a two?wheeler$ a%e demo%raphics and income distribution of the populace# *t also attempts to 9uantitati"el! adjust for 9ualitati"e factors li e current economic scenario and outloo $ consumer confidence le"el and persuasi"e sales techni9ues of dealers and "ehicle financers# ;e ha"e done a cross countr! anal!sis and penetration of two wheelers for the -, bi% cities "is a "is the income le"els in those cities$ other urban areas and rural areas and 9uantified the opportunit! in each of these mar ets# This anal!sis helps %au%in% the opportunit! for two? wheeler manufacturers in different re%ions across *ndia#

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1./ COMPANY PROFILE:

Bajaj Auto Htd is one of the leadin% two ) three wheeler manufacturers in *ndia# The compan! is well nown for their R)($ product de"elopment$ process en%ineerin% and low? cost manufacturin% s ills# The compan! is the lar%est e'ported of two and three?wheelers in the countr! with e'ports formin% 37K of its total sales# The compan! has two subsidiaries$ namel! Bajaj Auto *nternational Eoldin%s B& and PT Bajaj *ndonesia# The compan! was incorporated on April 2,$ -,,6 as a wholl! owned subsidiar! of erstwhile Bajaj Auto Htd .the holdin% compan!0 with the name Bajaj *n"estment ) Eoldin% Htd# The compan! recei"ed the certificate of commencement of business on /a! 6$ -,,6# The holdin% compan! operated in the se%ments$ such as automoti"e$ insurance and in"estment$ and others# Considerin% the %rowth opportunities in the auto$ wind?ener%!$ insurance and finance sectors$ and the holdin% compan! de?mer%ed their acti"ities into three separate entities$ each of which can focus on their core businesses and stren%then competencies# The auto business of the holdin% compan! alon% with all assets and liabilities pertainin% thereto includin% in"estments in PT Bajaj Auto *ndonesia and in a few "endor companies transferred to Bajaj *n"estment ) Eoldin% Htd# *n addition a total of Rs 35$,,, million in cash and cash e9ui"alents also transferred to Bajaj *n"estment ) Eoldin% Htd# As the part of the scheme$ Bajaj Eoldin%s and *n"estment Htd were renamed as Bajaj Auto Htd# The appointed date of this de?mer%er was closin% hours of business on /arch 23$ -,,6# On April 8$ -,,6$ the compan! inau%urated their %reen field plant at Pantna%ar in Fttara hand# *n the first !ear of operations$ the plant produced o"er -65$,,, "ehicles# The compan!Bs "ehicle assembl! plant at A urdi was shut down from September 2$ -,,6 due to hi%her cost of production# *n Lo"ember -,,6$ Bajaj Auto *nternational Eoldin%s B&$ a wholl! owned subsidiar! compan! ac9uired 34#53K e9uit! sta e in MT/ Power Sports A1 of Austria$ EuropeBs second lar%est sport motorc!cle manufacturer for Rs 245 crore# (urin% the !ear -,,6?,7$ the
16

compan! launched NC( 3-5 (TS?Si and the Three?wheeler (irect *njected auto ric shaw# The Cha an plant completed the cumulati"e production of o"er - million Pulsars# (urin% the !ear -,,8?3,$ the compan! e'panded the production capacit! of /otorised Two ) Three ;heelers b! 2,,$,,, Los to 4$-+,$,,, Los# The compan! launched Pulsar --, >$ Pulsar 37, F1$ Pulsar 35, F1$ Pulsar 325 HS and (isco"er (TS?Si in the mar et# (urin% the !ear -,3,?33$ the compan! e'panded the production capacit! of /otorised Two ) Three ;heelers b! 67,$,,, Los to 5$,4,$,,, Los# The compan! launched A"en%er --, (TS?i$ MT/ (u e 3-5$ (isco"er 35, and (isco"er 3-5 in the mar et# The compan! plans to maintain the capacit! of two and three?wheelers at the current le"el of 5$,4,$,,, numbers per annum durin% the !ear endin% 23 /arch -,3-# The 4 wheel "ehicle de"elopment wor is under pro%ress and commercial launch of the first product from this platform is scheduled for -,3-#

BAJAJ MOTORS LIMITED:

Hocated on the (elhi?Jaipur Ei%hwa! on 28?4, milestone$ Bajaj /otors Himited is *SO 8,,3C-,,,certified ) recommended for TS?3+848$ *SO?34,,3 certifications from TF& 1mBE$ 1erman!# Since its inception in 387+$ BAJAJ /OTORS has its specialisation in /achinin% for Auto components &7 #'*'#+!!8 Pr #'&')% E%,'% C)-7)% %"&.

M+#$'%'%, U%'" C 1 Hocated on the (elhi?Jaipur Ei%hwa! on 28 ?4, milestone$ Bajaj /otors Himited is certified from TF& 1mBE$ 1erman!# Since its inception in 387+$ BAJAJ /OTORS has its specialisation in /achinin% of Auto components specificall! Precision En%ine Components# E'port Orientation is the hallmar of this plant# This unit has started production since /arch -,,+#

17

F)r,'%, U%'" >ull! E9uipped with all facilities$ The >or%in% plant is located at 1ur%aon# The plant started its commercial production in the Year -,,3# *t is a TS?3+848$*SO?34,,3 certified from TF& 1mBE$ 1erman! F)(%.r8 U%'" Castin% Plant of Bajaj /otors Htd# established in -,,+$ at Bhora Malan$ Binola *ndustrial area$ 1ur%aon$ *ndia spread o"er an area of + acres and is a bac ward inte%ration# The specialisation of Bajaj /otors Castin% Plant is Shell /ouldin% and 1reen Sandcastin% # M+#$'%'%, U%'" 2 Hocated at Pantna%ar *ndustrial Area .Fttara hand0$ was started in -,,6 and is spread o"er an area of 5 Acres# *t is e9uipped with a >or%in% Plant and Precision Auto Components manufacturin%# M+#$'%'%, U%'" / Hocated at *ndustrial Par *& in Earidwar .Fttara hand0$ was started in -,3,# *t is a state of art Precision Auto Components manufacturin% >acilit! # /achinin% Fnit 4

Hocated at Sector ?7 */T /anesar$ 1ur%aon#

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I%" ,r+" . M+%+, - %" S8&" - 2IMS3 C BAJAJ /OTORS HT(# is committed to demonstrate &alue added and en"ironment friendl! products with on time deli"er! to our customers deli%ht b! establishin% proacti"e based manufacturin%$ fosterin% team wor with continual impro"ement and a health! ) amicable en"ironment in the or%anisation#

VISION ::: To attain ;orld Class E'cellenc! b! demonstratin% &alue Added products to customers 1ross Turno"er .FS( /illions0

19

MISSION ::: >ocus on "alue based manufacturin% >osterin% team wor ) enhancin% the capabilit! of the team Continual *mpro"ement Total Elimination of wastes Pollution >ree ) Safe En"ironment

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1.A NEEDS FOR THE STUDY:

To understand the customer satisfaction on after sales and ser"ices pro"ided b! A#R
SEAMTE* /OTORS#

To understand what are the customer re9uirement and impro"ement re9uired b! them in ser"ice#

To find the factors which has a major influence on sales and ser"ice#

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1.= OBJECTIVES OF THE STUDY:

PRIMARY OBJECTIVE:

To stud! the customer satisfaction on after sales and ser"ices in A#R SEAMTE*
/OTORS

SECONDARY OBJECTIVES:

To understand customer attitude towards Bajaj motorc!cles# To find the "arious attributes customers prefer in a two?wheeler ser"ice# To stud! the mindset of customers towards authori<ed ser"ices offered b! A#R
SEAMTE* /OTORS#

To understand the areas of impro"ement b! the sales and ser"ices pro"ided b! A#R
SEAMTE* /OTORS#

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1.> REARCH METHODOLOGYC

DESCRIPTIVE RESEARCH: (escripti"e Research is the process of findin% solutions for a problem after a tou%h stud! and anal!sis of situational factors# *t tries to sol"e a comple' and complicated problems throu%h uses of "arious tools and techni9ues# These tools and techni9ues tr! to brin% out a lo%ical accurate and scientific solution for a %i"en problem# RESEARCH DESIGN: Research (esi%n is the arran%ement of conditions for collections and anal!sis of data in a manner that aims to combine rele"ance to the research purpose econom! in procedure in fact the research desi%n is the conceptual structure within which research is conducted# *t constitutes the blue print for the collection and anal!sis of data# The research desi%n adapted in the stud! was descripti"e stud!# SAMPLING TECHNIDUE: The samplin% techni9ue which was used is simple random samplin%# SOURCES OF DATA: The two main sources of data for the present stud! been used are primar! and secondar! data# PRIMARY DATA: This data was collected from the respondents# SECONDARY DATA: Fnder this the sources were ta en from boo s$ compan! brochures and internet for this stud!#
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SAMPLING DESIGN: A samplin% desi%n is a definite plan for obtainin% a sample from a %i"en population# *t refers to the techni9ue or the procedure$ the research would adopt in selectin% items for the sample# Sample is the process of selectin% a sufficient number of elements from the population$ so that a stud! of the sample and an understandin% of its properties or characteristics would ma e it possible for us to %enerali<e such properties or characteristics to the population elements# SAMPLE POPULATION:

/! sample population is the customers of the A#R#SEAMTE* motors in /adurai# #

SAMPLE SIEE: Considerin% the nature and e'tent of the stud! and with the time constraint a sample si<e of @3,,Irespondents ha"e been ta en# RESEARCH PERIOD: Period of the research is 2, da!s#

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1.? SCOPE OF THE STUDY:

This stud! helps to find out the satisfaction le"el of customer after Sales and ser"ices pro"ided b! A#R#Sha thi /otors# The stud! is limited to the customer of Bajaj "ehicle bu!ers /easurement of the satisfaction is Ouiet comple' subject# This stud! will not onl! help me as a student but it also assists A#R#Sha thi motors to impro"e their ser"ice standard#

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1.@ LIMITATIONS OF THE STUDY:

This stud! is restricted onl! to the /adurai Cit!# So the results ma! not applicable to other areas# Time limit is a major constraint# Some time respondents don=t %i"e accurate information which ma! influence the sur"e! result# /ost of the customers show hesitations to respond#

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CHAPTER-II
2 REVIE9 OF LITERATURE:
A5$': " S'%,$ +%. Br': &$ K(-+r : Eero Eonda /otors Htd$ is runnin% a pro%ram called 1ood life Passport to Relationship Reward$ with an objecti"e to create an inno"ati"e en"iron? ment for interaction between Eero Eonda and its customers# /embers of this pro%ram are %i"en a ma%netic card in which all information is stored and this card is swiped when usin% an! ser"ice at a showroom or wor shop and it wor s li e a lo!alt! benefit card B'&F+:'" M+$+%"8 +%. V'r(7+<' B+,).' : The success of two wheeler manufacturers in *ndia depends on the competiti"e ad"anta%e %ained b! them throu%h after sales ser"ice and pro"idin% and maintainin% customer satisfaction in the face of rapid chan%es in technolo%! is a difficult tas $ which can be o"ercome b! timel! addition of capacit! and up%radin% of technical manpower and focusin% on the CR/ pro%rams# B'&F+:'" M+$+%"8 +%. V'r(7+<' B+,).' : *t is an era of customer deli%ht for the two wheel? er industr! and the con"entional measures implemented b! the ser"ice or%anisations tend to be inade9uate to attract customers persistentl!# K 4'% K !! r: Caterpillar has become a leadin% firm b! ma'imisin% the total customer "alue with the help of effecti"e CR/ $ best after sales ser"ice in the industr! and better trained dealer# This allows the firm to command a premium price of 3,K to -,K hi%her than competitors such as &ol"o$ Momatsu etc# P$'!'7 K)"! r H+r! 8 C (a"idson dealers ran%in% from the CEO to the sales staff$ maintain personali<ed relationships with customers throu%h face to face and social media contact# Mnowin% customers as indi"iduals and conductin% on%oin% research to eep up with their chan%in% e'pectations and e'periences which helps Earle! P (a"idson to define their customers needs better#

28

V.G. R+-+;r'&$%+%: The two?wheeler mar et that has seen an e'plosi"e rise in sales o"er the last few !ears which created an opportunit! for "arious companies to enter the after sales business of two wheeler$ Castrol$ a compan! well nown for its lubricants$ has entered into the motorc!cle ser"icin% business with the roll out of its first + wor shops BCastrol PrimaGonaB and ha"e plans to ha"e pan *ndia presence# S$+&$+%; Sr'4+&"+4+ : 1/ /aruti Su<u i has mentioned that the consumer is price

conscious and the brand lo!alt! is diminishin% because of the number of options in each se%ment moreo"er the customers are read! to e'periment toda!

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CHAPTER-III
30

III DATA ANALYSIS AND INTERPRETATION

TABLE: /.1 GENDER OF THE RESPONDENTS: ATTR*BFTE >REOFELCY 1EL(ER /AHE >E/AHE TOTAH 62 26 3,, 62 26 3,, PERCELTA1E

GRAPH /.1 GENDER OF THE RESPONDENTS:

I%" r7r "+"')%: >rom the table it is inferred that 62K of the respondents are male and 26K are female#
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TABLE /.2 AGE GROUP OF THE RESPONDENTS: ATTR*BFTE >REOFELCY A1E BEHO; -, -3?2, 23?4, ABO&E 4, TOTAH 7 5-7 33,, 7 5-7 33,, PERCELTA1E

GRAPH /.2 AGE GROUP OF THE RESPONDENTS:

I%" r7r "+"')%C >rom the abo"e %raph it shows that 7K of respondents under the a%e %roup of below -,$ 5-K of respondents under a%e %roup of -3?2,$-7K of respondents under a%e %roup of 23?4,$ 3-K of respondents are comes under abo"e the a%e of 4,#

32

TABLE /./ MARITAL STATUS OF THE RESPONDENTS: ATTR*BFTE >REOFELCY /AR*TAH STATFS S*L1HE /ARR*E( TOTAH 42 56 3,, 42 56 3,, PERCELTA1E

GRAPH /./ MARITAL STATUS OF THE RESPONDENTS:

I%" r7r "+"')%C >rom the abo"e table it is inferred that 42K respondents are sin%le and 56K respondents are married#

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TABLE /.A USING THE BAJAJ BIKE: (FRAT*OL 3 YEAR - YEAR 2 YEAR /ORE TEAL 2 YEAR TOTAH >REOFELCY 8 -7 533 3,, PERCELTA1E 8 -7 533 3,,

GRAPH /.A USING THE BAJAJ BIKE:

I%" r7r "+"')%: >rom the abo"e table it is inferred that most of the respondents are usin% the Bajaj Bi e for 2 Years$ -7K of the respondents for - !ears $ 33K respondents are more than 2 !ears onl! 8K of the respondents are usin% for 3 !ear#

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TABLE /.= PERFORMANCE OF THE BAJAJ BIKE: PER>OR/ALCE YES LO TOTAH >REOFELCY 7+ 34 3,, PERCELTA1E 7+ 34 3,,

GRAPH A.= PERFORMANCE OF THE BAJAJ BIKE:

I%" r7r "+"')%: >rom the abo"e table it is inferred that 7+K of the respondents are happ! with the Performance of the Bajaj bi e and 34K of the respondents are not happ!#

TABLE /.> 9AY OF SELECTION:

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;AY O> SEHECT*OL EL1*LE CAPAC*TY /*HEA1E STYH*SE CO/>ORTABHE TOTAH

>REOFELCY 326 238 3,,

PERCELTA1E 326 238 3,,

GRAPH /.> 9AY OF SELECTION:

I%" r7r "+"')%: >rom the abo"e table it is inferred that while selectin% the Bajaj Bi e 26K of respondents are prefer the Bajaj bi e for /ilea%e$ whereas 2-K of respondents are %i"in% importance to st!lish $ 38K of the respondents choosin% Bajaj bi e for comfortable and 3-K of the respondents are %i"in% the preference for en%ine capacit!# TABLE /.? COURTESY OF SERVICE ADVISOR:

36

SER&*CE ENCEHHELT 1OO( >A*R POOR TOTAH

>REOFELCY 2, 53 33 7 3,,

PERCELTA1E 2, 53 33 7 3,,

GRAPH /.? COURTESY OF SERVICE ADVISOR:

I%" r7r "+"')%: >rom the abo"e table it is inferred that 2,K of the respondents courtes! of the ser"ice ad"isor is E'cellent $ 5,K of the respondents are %ood $ 33K respondents are fair and 7K of the respondents sa!s poor#

TABLE /.@ FAIRNESS OF THE CHARGE:

37

>A*RLESS FLACCEPTABHE ACCEPTABHE >A*R TOTAH

>REOFELCY 34 +6 38 3,,

PERCELTA1E 34 +6 38 3,,

GRAPH /.@ FAIRNESS OF THE CHARGE:

I%" r7r "+"')%: >rom the abo"e table it is inferred that +6K of the respondents are accept the char%es as fairness$ 34K of the respondents are unacceptable with the char%e and 38K of the respondents are fairness of the char%es is fair#

TABLE /.B SERVICE CHARGES DURING DELIVERY:

38

SER&*CE CEAR1E YES LO TOTAH

>REOFELCY 737 3,,

PERCELTA1E 737 3,,

GRAPH /.B SERVICE CHARGES DURING DELIVERY:

I%" r7r "+"')%: >rom the abo"e table it is inferred that 7-K of respondents a%ree that the ser"ice ad"isor is e'plainin% about the ser"ice char%es durin% deli"er! time$ and 37K of the respondents are not a%ree#

TABLE /.10 E6PLANATION OF SERVICE ADVISOR:

39

ENPHALAT*OL SER&*CE A(&*SOR ENCEHHELT 1OO( >A*R POOR TOTAH

O> >REOFELCY

PERCELTA1E

-56 35 + 3,,

-56 35 + 3,,

GRAPH /.10 E6PLANATION OF SERVICE ADVISOR:

I%" r7r "+"')%: >rom the abo"e table it is inferred that --K of the respondents sa!s thorou%hness of e'planation of the ser"ice ad"isor is E'cellent$56K of the people sa!s 1ood$35K of the people sa!s >air and +K poor on e'planation of the ser"ice ad"isor#

TABLE /.11 SATISFACTION OF SALES AND SERVICE:

40

SAT*S>ACT*OL

;*TE >REOFELCY

PERCELTA1E

SAHES AL( SER&*CE YES LO TOTAH 7+ 34 3,, 7+ 34 3,,

GRAPH /.11 SATISFACTION OF SALES AND SERVICE:

I%" r7r "+"')%: >rom the abo"e table it is inferred that 7+K of the respondents are satisfied with the dealer=s sales and ser"ice and 34K of the respondents are not happ! with their sales and ser"ice#

41

CHAPTER-IV
A.1 FINDINGS OF THE STUDY:

Learl! one?fourth of the respondents are female and three?fourth of the respondents are male

The major respondents are married.

42

M)&" )* "$ r &7)%. %"& 5 "F % "$ +, )* 21G/0. /ajorit! of the respondents usin% their Bajaj Bi e Learl! 2 Years# /a'imum of the respondents are happ! with the performance of the Bajaj Bi e# >rom the sur"e! it is e"ident that 2,K of the respondents said that courtes! of the ser"ice ad"isor is E'cellent$ 5,K of the respondents are %ood $ 33K respondents are fair and 7K of the respondents sa!s poor#

>rom the sur"e! it is e"ident that 26K of respondents are prefer the Bajaj bi e for /ilea%e$ whereas 2-K of respondents are %i"in% importance to st!lish$ 38K of the respondents choosin% Bajaj bi e for comfortable and 3-K of the respondents are %i"in% the preference for en%ine capacit!#

>rom the sur"e! it is e"ident that 7-K of respondents a%ree that the ser"ice ad"isor is e'plainin% about the ser"ice char%es durin% deli"er! time#

>rom the sur"e! it is e"ident that --K of the respondents sa!s thorou%hness of e'planation of the ser"ice ad"isor is E'cellent$56K of the people sa!s 1ood$35K of the people sa!s >air and +K poor on e'planation of the ser"ice ad"isor#

>rom the sur"e! it is e"ident that 7+K of the respondents are satisfied with the dealer=s sales and ser"ice and 34K of the respondents are not happ! with their sales and ser"ice#

SUGGESTIONS:
43

Customer=s H( &"')%& )r 7r)5! -& &$)(!. 5 #)%&'. r . 7r)7 r!8 +%. &+$+& 5 % +%&F r . ** #"'4 !8.

/ana%ement should interface fre9uentl! in order to ma e sure that all of its customers are satisfied#

Considerin% sales and ser"ices are e9ual importance must be %i"en# >ocus should be on !oun% teena%ers# /aintain customer database and follow?up the dropouts of the ser"ice# 1et the re%ular feedbac from the customer and impro"e on the areas su%%ested b! the customer#

A.2 CONCLUSION:
44

This stud! helped me to anal!<e the satisfaction on after sales and ser"ices in A#R Sha thi motors#

* ha"e come to the conclusion where * stron%l! consider that A#R Sha thi motors bein% onl! dealer for Bajaj in the cit! of /adurai has %ot better show room for impro"ement in sales and ser"ice its customer#

Eowe"er$ * consider mana%ement also has a important role to pla! here b! ma in% sure all the customers are treated as same startin% from the sales and till ser"ices pro"ided to the customer#

*f all the abo"e thin%s are seriousl! considered$ them there is no doubt that A#R#Sha thi motors can con"ince more and more customers for e"er! sales and ser"ice in the cit! of /adurai#

45

A./ BIBLIOGRAPHY:

&alaric A Ginthmal $Aja! pandi Ser"ice /ar etin% Philips Motler$ Me"in Hane Matter M+r; "'%, M+%+, - %". C.K K)"$+r' B(&'% && R & +r#$ M "$).)!),8.

9 5&'" :
www#1oo%le#com# www#bajaj auto#com#

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A.A ANNE6URE
DUESTIONNAIRE: RESPONDENTIS PROFILE: 30 1enderC /ale -0 A%eC Below -, 20 /arital statusC Sin%le /arried -3?2, 23?4, abo"e 4, >emale

40 Eow lon% !ou are usin% the Bajaj bi eQ 3 !ear - !ear 2!ear /ore than 2 !ear

50 Are !ou happ! with the performance of the Bajaj bi esQ Yes Lo

+0 *n what wa! !ou are selected the Bajaj bi esQ En%ine capacit! /ilea%e St!lish Comfortable

60 Courtes! of ser"ice ad"isorsQ E'cellent 1ood >air Poor

70 >airness of the Char%esQ

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Fnacceptable

Acceptable

>air

80 (oes the Ser"ice ad"isor e'plain !ou about the ser"ice char%es durin% deli"er!Q Yes Lo

3,0 Thorou%hness of e'planation of the ser"ice ad"isorQ E'cellent 1ood >air Poor

330 Are !ou satisfied with the dealer=s sales and sales of their bi eQ Yes Lo

3-0 (o !ou ha"e an! su%%estion to impro"e our ser"iceQ RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR##### Than !ou

48