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Chapter-I Introducti ON
Chapter-I Introducti ON
INTRODUCTI
ON
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INTRODUCTION:
This project deals with study on customer satisfaction after sales service in
SGJ Motors (P) Limited. The project was done to know how retain the customer and
thereby improve loyalty. The researcher found out lack of customer satisfaction.
Hence this project was undertaken to study the customer satisfaction and
find out lack of customer satisfaction which will help to provide customer
requirements.
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Nature and scope of the Project
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Objectives of the Project:
The project aims at studying the customer retention in after sales service.
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Implication of the project
To the Organization
This project would enable the organization to find the customer requirements.
To the researcher
This project would help the researcher in the partial fulfilment of Master of
Business Administration degree.
The project has helped the researcher know about the organization and to know
how customer satisfaction is important to the business.
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CHAPTER-II
COMPANY
PROFILE
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COMPANY PROFILE :
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History of company
The SGJ group of companies, the promoters of M/s. kodai automobiles limited
Palayamkottai is one of the well established and reputed groups in south Tamilnadu and
are pioneers in the field of operation and a fleet of automobiles(over 150 in number) over
the last fifty years.
The company kodai was established in the year 1971 as a sister concern of SGJ Motors
(P) limited. Kodai and SGJ as an authorized dealers of Mahindra & Mahindra, Hindustan
Motors, Scooters India, Swaraj Tractor, LML two wheeler, L&T, JCB, the manufacturers
MM series of vehicles has been involved in sales, spares, supply and services for MM
range of vehicles Viz. Jeeps, light commercial vehicles and other utility vehicles for a
period of over thirty years.
Kodai has a separate section dealing with the spare parts for vehicles sold by kodai. The
company sells spare parts to wholesale spare parts dealers, retailers and also to
consumers. They also issue spare parts for their own service operation within the
workshop.
Thus SGJ group of companies is a value driven companies with exchange of love and
care to maintain good relationship with customers, suppliers and employees and they
consider their success as others interests first, and also through sustaining relationship.
SG.JAYARAJ&SON BUILDING,
SAKTHI NAGAR,
BY-PASS ROAD,
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MADURAI -625010.
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OTHER DEALERSHIPS
MISSION OF COMPANY
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STRENGTHS AND ACHIEVEMENTS
Proven all India no.1 award winner in customer Satisfaction Index by Mahindra
& Mahindra dealer excellence program, in F2003 and F2004 conducted by an
external agency.
FUTURE ACHIEVEMENTS
SGJ is a 100 crore turn over company including all branches in Tamilnadu.
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SGJ’S HUMAN RESOURCE STRATEGY:
They have employee directors who look after the affairs of the company.
They invest heavily in training our human resource. We train our key people
through our own training calendar, CII initiatives and even IIM ahmedabad.
Eleven sets of star performers in their present responsibilities are being prepared
to take over challenging assignments both in domestic and overseas.
DEPARTMENTS IN SGJ
GLOBAL SCENARIO
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INDIAN SCENARIO
The automotive Industry in India is one of the largest industries and a key sector
of the economy. The Indian Automotive industry started from 1991 with the
government’s deli censing of the sector and subsequent up for 100 percent FDI through
automatic route. Since then many large global companies have set up their facilities in
India taking the production of vehicle from 2 million in 1991 to 9.7 million in 2006.
Production
In India there are 100 people per vehicle, while this figure is 82 in China. It is
expected that Indian automobile industry will achieve mass motorization status by 2014.
Since the first car rolled out on the streets of Mumbai (then Bombay) in 1898,the
Automobile Industry of India has come a long way. During its early stages the auto
industry was overlooked by the Government and the policies were also not favorable. The
liberalization policy and various tax reliefs by the government, of India in recent years
has made remarkable impacts on Indian Automobile Industry. Indian auto Industry,
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which is currently growing at the pace of around 18% per annum, has become a hot
destination for global auto players like Volvo, General Motors and Ford.
Snippets
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CHAPTER-III
RESEARCH METHODOLOGY
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RESEARCH METHODOLOGY:
Introduction
The researcher collects the data through questionnaire method.
Data is collected by telephonic interview to the customers.
Source of Data
The data has used for analysis in the study has been taken in the form of primary
data.
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Limitations of project
This study is confined only to Hindustan Motors of SGJ motors (P) Limited.
Other divisions were not considered.
The project is conducted only for the period of 14 days in the company. Hence
this shorter time duration didn’t allow the researcher to go in detail into the
other products and divisions.
This project study is only at south Madurai not extending to any other
branches.
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CHAPTER-IV
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INFERENCE
75% of respondents have told that they came to know only through friends, and the
remaining 25% have told that the awareness about the dealers was through other source.
Valid Cumulative
Frequency Percent
Percent Percent
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INFERENCE
From the above table it is clear that only 10% showed interest in using petrol cars, while
the other 90% preferred using the diesel engine car only.
Valid Cumulative
Frequency Percent
Percent Percent
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INFERENCE
From the above table it is clearly identified 70% of the respondents have told that they
bought based on their economic conditions, whereas 22.5% have told the reason as safety
and the remaining 7.5% has given some other reason.
Valid Cumulative
Frequency Percent
Percent Percent
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INFERENCE
From the above table only 2.5% of respondents felt that the charges were very high,
whereas 15% felt that the charges are high and the remaining 82.5% felt that the charges
are moderate and they were happy about the charges levied by the firm.
Quality of work?
Valid Cumulative
Frequency Percent
Percent Percent
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INFERENCE
From the above table it is clearly identified 2.5% of respondents have rated the quality of
work as excellent. Another 42.5% rated it as very good, then 35% of the customers have
told it as good and the remaining 20% rated it as fair.
Valid Cumulative
Frequency Percent
Percent Percent
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INFERENCE
Almost 50% seems to be very convenient with the dealer, another 30% seems to be
convenient with the dealer and the remaining 20% seems to be some what.
Valid Cumulative
Frequency Percent
Percent Percent
25
Total 40 100.0 100.0
INFERENCE
The comfort ness in the level of service was measured and it was found that 47.5% felt
very good in comfort, then 32.5% felt good in comfort and the remaining 17.5% felt fair
in comfort.
After your service visit, did someone from the dealership contact you by phone or
by mail to see if you were satisfied with your overall service experience?
Cumulative
Frequency Percent Valid Percent
Percent
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INFERENCE
From the above furnished table clearly indicates that Almost 87.5% told that they will get
a call about the satisfaction in service from the company, and 12.5% told that they will
not receive such type of call after service.
In evaluating your most recent customer service experience, was the quality of
service you received?
Valid Cumulative
Frequency Percent
Percent Percent
Somewhat
5 12.5 12.5 12.5
unsatisfactory
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Total 40 100.0 100.0
INFERENCE
2.5% told that the company provides a superior customer service and almost 72.5% were
satisfied with the customer service in the company. Another 12.5% were found to be
somewhat unsatisfactory, and then other 12.5% told that they were average in customer
service only.
Cumulative
Frequency Percent Valid Percent
Percent
Somewhat
2 5.0 5.0 100.0
Dissatisfied
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INFERENCE
On time delivery of the service was the next factor considered to be very important and in
this regard, 80% of the customers feel very much satisfied with the timing of the service,
then 15% seems to be somewhat satisfied and only 5% seems to be somewhat
dissatisfied.
Valid Cumulative
Frequency Percent
Percent Percent
Strongly
2 5.0 5.0 5.0
disagree
Somewhat
1 2.5 2.5 7.5
disagree
Somewhat
30 75.0 75.0 82.5
agree
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Strongly
7 17.5 17.5 100.0
agree
INFERENCE
From the above table clear that 5% of respondents are strongly disagree about politeness
of the representatives, 2.5% of respondents are somewhat disagree about representatives
politeness, 75% of respondents are somewhat agree and 17.5% of respondents are
strongly agree.
Which of the following qualities of the service representative stood out? (As being
superior)
Valid Cumulative
Frequency Percent
Percent Percent
Listened
7 17.5 17.5 60.0
carefully
30
Total 40 100.0 100.0
INFERENCE
From the above table clear that 5% of the employees seem to be very patient to the
customers, 37.5% seem to be enthusiastic, 17.5% seem to listen to the customers very
carefully and then attend to their problems and another 40% were found to be friendly to
the customers all the time.
Valid Cumulative
Frequency Percent
Percent Percent
Strongly
4 10.0 10.0 10.0
disagree
Somewhat
4 10.0 10.0 20.0
disagree
Somewhat
19 47.5 47.5 70.0
agree
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Total 40 100.0 100.0
INFERENCE
From the above table clear that 10% of respondents strongly disagree that representatives
are knowledgeable and the same percentage of respondents are somewhat disagree that
representatives are knowledgeable, 2.5% of respondents are neutral, the respondents of
47.5% are somewhat agree with the knowledge of the representatives and 30% of
respondents are believe that representatives have good knowledge.
Frequenc Cumulative
Percent Valid Percent
y Percent
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INFERENCE
Almost 50% of the customers were of opinion that there was a very good problem
solving skill amongst the employees of the firm. 37.5% seems to be of the opinion that
the problem solving skill is good. 12.5% seems to be saying that the employees have a
fair problem solving skill.
Understanding of my needs
Cumulative
Frequency Percent Valid Percent
Percent
Very
21 52.5 52.5 52.5
Good
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Total 40 100.0 100.0
INFERENCE
From the above table 52.5% of the customers were of opinion that the employees very
understood in nature, 37.5% were of opinion that they were good in understanding, and
10% of the customers were of opinion that the employees have a fair level of
understanding.
Would you recommend this dealership to a friend or relative as a place to have their
cars serviced?
Cumulative
Frequency Percent Valid Percent
Percent
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not
INFERENCE
Almost 77.5% of the customers were ready recommend definitely to friends or relatives,
10% have told they may recommend, another 10% have told that they may or may not
recommend and only 2.5% of the customers seems not to recommend the services to
anybody.
Should you need service again for your car, would you return to this dealership?
Cumulative
Frequency Percent Valid Percent
Percent
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Probably
1 2.5 2.5 100.0
not
INFERENCE
From the above table almost 80% of the customers were willing to come back to the
dealer in future. 7.5% of them were not sure whether they would come back, other 10%
have said they may or may not come back and 2.5% of the customers have said that they
will not come back at all.
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CHAPTER-V
FINDINGS, SUGGESTIONS
AND CONCLUSION
FINDINGS:
The observations on the survey support the customer satisfaction of SGJ Motors P Ltd, Madurai,
to a greatest extent of 95%. But still 5% of the customers were dissatisfied on the following
grounds such as
delay in delivering,
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then there is a complaint as there were repetition of complaints
Just because the complaints were received from only few customers we cant ignore this, and
hence the following recommendations were made to the company in improving the level of
customer satisfaction.
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SUGGESTIONS:
To avoid problems on in-time delivery of vehicles, the company can make a call after the
vehicle is ready, thereby it is possible for the company to avoid inconvenience posed on
the customers. If not the company can increase the number of mechanics in the service
department.
In avoiding cost related dissatisfaction among the customers, the company can give its
customers some special schemes like “one free service” for every ten services. When it is
announced, probably the customers will try to avail that free service, in turn there is a
possibility to increase the customers also.
To avoid repetition of complaints the company can appoint one chief mechanic to check
the vehicle soon after the service is over and before each delivery it has to be ensured that
the chief mechanic checks it promptly.
To avoid dissatisfaction in customer service the company can assign the customers to a
particular employee permanently. Thereby employees will also try to treat their
customers well and the customers also feel free to the particular employee.
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CONCLUSION:
This project dealt with study on customer satisfaction after sales service in SGJ
Motors (P) Limited. The project was done to know how retain the customer and thereby
improve loyalty.
This study gives the opinions and their suggestions about the SGJ Motors (P) Limited and
this project also gives the view upon the qualities and attitudes of the customers about the
employees of the organisation.
This study also gives the views and suggestions about retaining the potential customers to
the organization and keeps them loyalty to the organization.
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APPEND
ICES
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BIBLIOGRA
PHY
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BIBLIOGRAPHY:
Philip Kotler, Kevin hane keller, “Marketing Management”, Pearson education, 12/e, 2006.
Donald R.Cooper and Pamela S.Schindler, Business Research Methods, Tata McGraw Hill
publishing company limited, New Delhi, 2003 Edition.
www.sgjgroups.com
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QUESTIONNA
IRE
QUESTIONNAIRE
A STUDY ON CUSTOMER SATISFACTION AFTER SALES SERVICE WITH
2. Age :
3. Gender : Male/Female
a. Friends
b. Advertisement
c. Relatives
d. Others _________________
a. Petrol
b. Diesel
a. Economy
b. Safety
c. Style
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d. Others _________________
a. Very high
b. High
c. Moderate
d. Low
8. On your most recent service visit, how would you rate the service department on the
Following areas?
9. After your service visit, did someone from the dealership contact you by phone or by
mail to see if you were satisfied with your overall service experience?
a. Yes
b. No
10. In evaluating your most recent customer service experience, was the quality of
a. Very poor
b. Somewhat unsatisfactory
c. About average
d. Very satisfactory
e. Superior
a. Totally Satisfied
b. Very Satisfied
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c. Somewhat Satisfied
d. Somewhat Dissatisfied
e. Very Dissatisfied
a. Strongly disagree
b. Somewhat disagree
c. Neutral
d. Somewhat agree
e. Strongly agree
13. Which of the following qualities of the service representative stood out (as being
Superior)?
a. Patient
b. Enthusiastic
c. Listened carefully
d. Friendly
e. Responsive
a. Strongly disagree
b. Somewhat disagree
c. Neutral
d. Somewhat agree
e. Strongly agree
15. Please rate the performance of your (Company) Customer Service Representative:
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Understanding of my needs
16. Would you recommend this dealership to a friend or relative as a place to have their
cars serviced?
a. Definitely
b. Probably
c. Not sure
d. Probably not
e. Definitely not
17. Should you need service again for your car, would you return to this dealership?
a. Definitely
b. Probably
c. Not sure
d. Probably not
e. Definitely not
18. If you are totally satisfied with the Customer Service Representative, please state
……………………………………………………………………
……………………………………………………………………
19. If you are not totally satisfied with the Customer Service Representative, please state below
the reason(s) for your dissatisfaction
……………………………………………………………………
……………………………………………………………………
20. What recommendations would you offer for improving customer service?
……………………………………………………………………
……………………………………………………………………
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Thank you for your feedback.
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