Customer Satisfaction of Maruti free essay sample

It was in 1970 that Sanjay Gandhi envisioned the manufacture of maruti which is known popularly as the peoples car it is maruti which is known to give wheels to the nation. The first car of mauti was rolled out on Dec. 14, 1983 after a collaboration with Suzuki motors. Satisfaction is a persons feeling of pleasure or disappointment resulting from a comparing perceived performance in relation to his or her expectation. If the performance falls short of expectation, the consumer is dissatisfied. If the performance matches the expectations, he consumer is satisfied. If the performance xceeds expectation, the customer is highly satisfied or delighted. In todays competitive scenario firms consistently tries to satisfy his existing customer to get more customers in every regards. To meet the desired expectation of customers companies has to look around all aspects of products services and of course market condition, otherwise they may be out of the race. Automobile industry has the same competitiveness and every firm in the industry is consistently working for enhancing their product and services. The study widely concentrates on the level of satisfaction amongst customers for hich I did Exploratory Research to check the satisfaction level amongst the customers of Maruti as the popular punchline also says Count On Us. Introduction India is an emerging country with huge potential. The domestic economy is now growing at around 9-10% per annum and Indias importance in global terms is being reinforced by rapidly rising exports and domestic consumption. At a time when numbers of a slowdown and overheating in the Indian economy have started gaining momentum, the Indian rupee sprang a surprise by pushing the GDP fgure past the trillion-dollar crore) mark. The automotive industry is at the center of Indias new global dynamic. The domestic market expanding rapidly as incomes rise and consumer credit becomes more widely available. Manufacturers product lines are being continually expanded, as is the local automotive manufacturing base. Expectation are high that India can develop as a global hub for vehicle manufacturers and as an outsourcing center that offers the global automotive industry solution high up the automotive value chain. India eyes 25 million automotive Jobs. Indias GDP is set to double over the next decade ollar terms, the sectors contribution is set to quadruple to some $145bn The automobile industry in India accounts for a business volume of $45 billion and has the potential to grow much faster both through Indian as well as international manufacturers who have established huge facilities in the country with the worlds second largest and fastest-growing population, there is no denying Indias potential in both economic and population terms and the effect it will have on the auto industry in the years to come. The country is already off to a good start, with a well- eveloped components industry and a production level of 1 million four-wheeled vehicles a year, plus a further 5 million two- and three-wheelers. The implications, market drivers and scope of a future massive Indian vehicle market are covered in the India Strategic Market Profile, a brand-new forecast of Indian automotive and related activity to 2020. Based on Max Pembertons unique relational long-term forecasting model, it forecasts car and CV sales, demographics, materials usage, auto industry employment, and explains their inter- year of healthy growth in auto industry. INDUSTRY GROWTH [pic] Future of the Automobile in the Economy US based consultancy, keystone predicts that India will become worlds third largest automobile market by 2030. Overall size expected to exceed 20 million with compounded annual growth rate of over 12%. India Then Now 1983 Number of brands 2 Number of models 2 2008 Number of brands 30 Number of models 70 Some of the Car companies in India: Maruti Suzuki Fiat General motors (Opel, Chevrolet) Ford Hindustan motors, Mitsubishi Honda Hyundai Baja tempo Marinara Mercedes Benz Nissan San engineering Soda Toyota Top three manufacturers: Tate motors Car segmentation: This is done on the basis of size and price of the car A segment: maruti800, omni B segment: Zen, wagon-r, alto, Santo, polio, indicia C segment: esteem, accent, indigo, icon, Honda city, civic D-segment: opera, Octavia, sonata, monde, accord, corolla, Camry, Mercedes Marutis emphasis Role of the Sales Person He should be neatly dressed He should have knowledge about various products Features Variants Colors Prices Sales promotion campaigns Competitor products , their features , prices ,etc. Latest service and warranty policies Current availability Carry copy of ready reckoner Do not leave the customer unattended for more than 3 minutes Customer Care Team: Role of the Customer Care Manager: Customer Care Manager is the leader of the customer care team. He is accountable for the sales satisfaction index of the dealership. The customer care manager ensures that every customer is properly followed up and feedback is recorded. Also the customer complaints are recorded and resolved as soon as possible to the level of satisfaction. The customer care executives report to the customer care manager. Initially does the Post Sales Follow up (PSF) and monitors the feedback forms at the showroom Post sales follow up PSFs are done in order to get the first hand feedback form the customer about the xperience that they had during the sales and delivery process. The first PSF is done within the 72 hours of delivery and the voice or exact wordings of the customer are recorded. The next PSF call is made after 15 days after the vehicle is delivered. The feedback form system is a very important tool to obtain customers feedback on the experience that the customer had during the purchase of his/her car. Steps to be followed after receiving customer complaint: Firstly customer acre manager gives a control number to all complaints received and records the same in the customer complaints control register. Then customer acre manager gets in touch with the customer over the phone and expresses regret on the inconvenience faced by the customer Immediate action is taken to ensure that the customer complaint is resolved and writes a letter of apology The customer care manager along with the concerned DSE, then visits the customer, hands over the letter and takes satisfaction note from the customer Then he sends a copy of the letter and the satisfaction note to Maruti Udyog Ltd. And also files a copy of the same in the customer complaints register/flle. Then the CCM discusses the customer complaints in the weekly meeting with the eneral manager on SSI with the entire showroom staff. Necessary counter measures are taken to ensure that such complaints are not repeated in future. All sales staff and managers review customer care activities on daily, weekly and monthly basis. The SSI review meet is conducted regularly. According to Maruti A customer is the most important visitor on our premises He is not dependent on us , We are dependent on him, He is not an interruption on our work, He is the purpose of it. He is not an outsider on our business, He is part of it. We are not doing him a favor serving him, Opportunity to do so How you communicate Your words Your voice Your body language Moments of truth Expectation 7% 35% 58% satisfaction- what you expected than you expected Expectationdelight more than you expected dissatisfaction reality reality When customers dont complain they go somewhere else. If you get If you get less Customers dont complain. They pass on their dissatisfaction to their colleagues , family , greengrocer, suppliers , consultants, managers , sports club, grandparents, neighbours, director, to you. Market Research Project Title Customer Satisfaction Survey of Maruti Udyog Limited Project involves: Introduction about Maruti -Procedure followed by Maruti for catering to the needs and queries of the customers -Application of Five Forces Model in the Automobile Industry -Quantitative research -Awareness regarding the facilities provided by Maruti -Overall opinion about Maruti Research Methodology: The purpose of methodology is to describe the process involved in research work. This includes the overall research design, data collection method, the field survey and the analysis of data. Research Objective: To find the satisfaction amongst the customers of Maruti. Research Design: Detailed and structured questionnaire was designed. Survey a sample of 100 customers. was designed to get information from customers about their satisfaction and overall opinion about Maruti. Sources of Data: Primary data Secondary data Field of Survey: The field work for the survey was conducted in Gurgaon and Jaipur. The exercise involved face to face interview with the customers. Analysis: The important factors and datas collected were sequentially analyzed and graphed. Limitations of the Study: The sample size is only 100 so the sample may not be truly representative of the Gurgaons and Delhis population. Analysis I Knowledgeable Salesperson I No. of Respondents Percentage 186% 14% I I Strongly Disagree I Disagree I Neither Disagree Nor Agree I I Agree I I Strongly Agree 10 186 114 86% people agreed that the sales persons are knowledgeable and 14% strongly disagreed that the sales persons are knowledgeable. I Employees spent enough time with you before sales I Percentage 164% I No. of Respondents 164 136 64% people agreed that the sales persons spent enough time with them before the I Employees spent enough time with you during sales 162% 14 162 134 62% agreed that sales persons spent enough time with them during the sales , while 34% strongly agreed that the sales persons spent enough time with them during ales and only 4% disagreed with this. I Employees spent enough time with you after sales 122 154 126 60% agreed that the sales persons spent enough time with them after sales ,26% strongly agreed with this and 14% disagreed that the sales persons spent enough time with them after sales. I Display of Merchandize 194 16 94% agreed that the display of merchandize was attractive and 6% strongly agreed that the display of merchandize was attractive. I Availability of the Product 15 191% 91% agreed that the availability of the product was there, 5% strongly agreed that the vailability was there while only 4% said they disagreed with this. I Variety/Selection of Merchandize 187% 187 87% agreed that there was variety/selection of merchandize whereas 7% strongly agreed that enough variety was there and 6% disagreed with this. I Vehicle in Good Condition 182% 116% 182 116 82% agreed that the vehicle was in good condition when delivered , 16% strongly agreed with this whereas only 2% disagreed with this. I Prices are Affordable 112% 115% 121% 112 115 152 64% strongly agreed that the prices are affordable , 21% agreed that the prices are ffordable whereas only 15% said that they neither disagreed nor agreed with this. I Attractive discounts offered | 47 127 55% agreed that the discounts offered are attractive , 34% strongly agreed with this while 11% disagreed and said that the discounts offered were not attractive. I D ©cor of the waiting area is pleasing 180 120 80%agreed that the d ©cor of the waiting area was pleasing while 20% strongly agreed that the d ©cor of the waiting area was pleasing I Offered a Test Drive | 74 74%agreed that the test drive was offered to them ,6% strongly agreed that the test rive was offered while 20% disagreed with this. I Post Sales Follow Up done regularly 159 59%agreed that the post sales follow ups are done regularly , 26% srongly agreed and 15%disagreed with this. I Responds to complaints Quickly 161% 118% 19 118 64% agreed that the response to complaints is quick , 18% strongly agreed , 12% neither agreed nor disagreed and 6% disagreed with this. I Service at Maruti Service Station is excellent 82% said that the service at maruti service station is excellent , 14% strongly agreed while only 4% disagreed with this. I Careful with Personal Information 185% 18 185