DISSERTATION

ON

“CUSTOMER SATISFACTION IN AUTOMOBILE INDUSTRY”

SUBMITTED FOR THE PARTIAL FULFILLMENT OF

MASTER IN BUSINESS ADMINISTRATION

(2018-2020)

UNDER THE GUIDANCE OF

Dr. PRACHI PATHAK

SUBMITTED BY

SONALI SINGH

SMS ID-SMS 758

DEPARTMENT OF MANAGEMENT

DOON UNIVERSITY DEHRADUN UTTARAKHAND

 CERTIFICATE

This is to certify that the study presented by SONALI SINGH to the DOON
UNIVERSITY in completion of the two year full time degree of Masters in Business
Administration under the title of ‘Customer satisfaction in Automobile Industry’ has been
done under my guidance.

Signature of the Candidate

________________________

SONALI SINGH

Forwarded through the Research Guide

Signature of the Guide

Dr. PRACHI PATHAK

DECLARATION OF CANDIDATE
This is to certify that the dissertation report work entitled “Customer satisfaction in Automobile
Industry’ is an original work and that this work has not been submitted anywhere in any form. My
indebtedness to other works/publications has been duly acknowledged at the relevant places.

Date: ___________ SONALI SINGH

 ACKNOWLEDGEMENT
Words are indeed inadequate to convey my deep sense of gratitude to all those who have helped
me in completing this dissertation report. Being a part of this project has certainly been a unique
and a very productive experience on my part.

I am really thankful to Prof: PRACHI PATHAK for making all kinds of arrangements to carry the
project successfully and for guiding and helping me to solve all kinds of quarries regarding the
project work. Her systematic way of working and incomparable guidance has inspired the pace of
the project to a great extent.

I would also like to thank my mentor and project – coordinator for assigning me a project of such
a great learning experience and acquainting me with real life project financing and appraisal.

Last but not least, I would like to sincere thanks to all those people who have left unmentioned
here, but have helped me directly or indirectly by their contribution to give me a sharp and
rewarding insight about the successful completion of this project

SONALI SINGH
 TABLE OF CONTENTS

S.NO TABLE OF CONTENTS

1. INTRODUCTION

2. REVIEW OF LITERATURE

3. RESEARCH OBJECTIVE

4. RESEARCH METHODOLOGY

5. HYPOSTESIS

6. DATA ANALYSIS

7. HYPOTHESIS TESTING

8 FINDINGS

9. LINITATION OF THE STUDY

10. BIBLOGRAPHY

11. APPENDIX
INTRODUCTION
 Introduction of Automobile Industry in India

The automobile industry in India is one of the largest in the world with an annual
production of 23.37 million vehicles in FY 2014-15, following a growth of 8.68 per cent
over the last year. The automobile industry accounts for 7.1 per cent of the country's gross
domestic product (GDP). The Two Wheelers segment, with 81 per cent market share, is the
leader of the Indian Automobile market, owing to a growing middle class and a young
population. Moreover, the growing interest of companies in exploring the rural markets
further aided the growth of the sector. The overall Passenger Vehicle (PV) segment has 13
per cent market share.

Customer satisfaction is a term frequently used inmarketing. It is a measure of how

products and services supplied by a company meet or surpass customer expectation which
are the needs and wants of individuals in the economic market place. Such expectations are
usually driven by people’s preconceived ideas regarding goods and services. Customer
satisfaction is defined as "the number of customers, or percentage of total customers, whose
reported experience with a firm, its products, or its services (ratings) exceeds
specifiedsatisfactiongoals.

Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of
the state of satisfaction will vary from person to person and product/service to
product/service. It is closely related to consumer loyalty which the result of consistently
positive emotional experience, physical attribute- based satisfaction and perceived value of
an experience, which includes the product or services whereas the state of satisfaction
depends on a number of both psychological and physical variables which correlate with
satisfaction behaviours such as return and recommend rate. The level of satisfaction can also
vary depending on other options the customer may have and other products against which
the customer can compare the organization's products.

In a competitive marketplace where businesses compete for customers, customer satisfaction

is seen as a key differentiator and increasingly has become a key element of business
strategy. Therefore, it is essential for businesses to effectively manage customer satisfaction.
To be able do this, firms need reliable and representative measures of satisfaction.
In researching satisfaction, firms generally ask customers whether their product or service
has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction.
When customers have high expectations and the reality falls short, they will be disappointed
and will likely rate their experience as less than satisfying. For this reason, a luxury resort,
for example, might receive a lower satisfaction rating than a budget motel—even though its
facilities and service would be deemed superior in 'absolute' terms.
Satisfied customers, satisfied employees and satisfied shareholders all have one common
characteristic – they are positive and enthusiastic about the company they are dealing with.
Talking in more detail, they shall behave in a way desired and understood by a firm, when it
comes to making decision about further cooperation with the company. Specifically, they
will be making repeat purchases, delivering best quality of work and investing additional
funds in the company stocks.

Such behaviour of satisfied customers, employees and shareholders will contribute to

business growth. Therefore satisfaction, understood in such a wide context, shall definitely
be on the top of an organisation’s list as it has strong positive impact on business results.

Customer satisfaction is often considered as the driver of customer loyalty and consecutive
retention. This statement, although intuitively true, could be argued with. A satisfied
customer may not always be a loyal one. Some may even argue that there is no reason to
retain customers as new customers can easily be acquired if the marketing strategy is well in
place. Another argument is that acquiring new customers can be more expensive than
retaining existing customers.
LITERARURE REVIEW

Review of Literature
Westbrook (1980)

Research on consumer satisfaction with products has typically ignored influences other than
the confirmation of expectations relative to product outcomes. This paper examines the
impact of broader, intrapersonal affective variables on satisfaction, and presents empirical
results on the relative effects of both types of influence. the findings support the proposition
that product satisfaction is partly a function of broader affective influences within the
consumer, in addition to purchase-specific cognitive factors, such as the extent to which
product outcomes meet or exceed expectations.

Woodruff et. al (1983)

The authors propose to modify the basic confirmation/disconfirmation paradigm in two

ways. First, expectations are replaced with experience-based norms as the standard for
comparison of a brand's performance Second, a zone of indifference is postulated as a
mediator between confirmation/disconfirmation ad satisfaction. Implication for future
research also presented.

Bearden and Teel (1983)

Data obtained from 375 members of a consumer panel in a two-phase study of consumer
exfjeriences with automobile repairs and services were used to examine the antecedents and
consequences of consumer satisfaction. The results support previous findings that
expectations and disconfirmatian are plausible determinants of satisfaction, and suggest that
complaint activity may be included in satisfaction/ dissatisfaction research as suggested by
earlier descriptions of consumer complaining behavior.

Ram and Shile Jung (1990)

This paper reports on an empirical investigation of the effect of product usage on consumers
satisfaction in the context of consumer durables. It conceptualizes three dimensions of usage
- usage frequency, usage function and usage situation- and examines the impact of these
usage dimensions on satisfaction. Results of a field survey using five consumer durables
suggest that the usage dimensions influence satisfaction through corresponding dimensions
of usage disconfirmation, independent of the effect of performance disconfirmation
satisfaction. The specific dimensions of usage disconfirmation which influence satisfaction
vary by product.

Yi (1993)

This study has investigated the moderating role of ambiguity in the process of consumer
satisfaction formation. It is found that product ambiguity moderates the way that
expectation, performance, and disconfirmation determine consumer satisfaction. When the
product is ambiguous, consumer expectations have direct effects on consumer satisfaction as
well as indirect effects through disconfirmation. On the other hand, when the product is
unambiguous or easy to evaluate, product performance has direct effects on consumer
satisfaction as well as indirect effects via disconfirmation. The theoretical and practical
implications of these findings are discussed as well.

Anderson et. Al (1994)

The study is about customer satisfaction, market share and profitability. Its main objective is
to investigate how expectations, quality, and price affect customer satisfaction and why
customer satisfaction, in turn, affects profitability. The authors used a system of equations to
test out multiple hypothesis. The findings showed a preliminary indication of trade-offs
between customer satisfaction and market share goals. They found out that customer
satisfaction might fall as market share increases.

Gupta and Stewart (1996)

Consumers use multiple strands to evaluate their satisfaction with a product and to establish
post purchase behavioural intention. However, prior empirical research has focused on
which individual standard best predicts satisfaction. In contrast,this article develops and tests
a model of consumer satisfaction and post purchase behavioral intentionin which consumers
simultaneously use multiple standards perceptions of performance ,brand expectations, and
category expectations. The results of an experiment for a simulate ad service encounter
provide support for the proposition that consumers use multiple standards and that these
standards have differential effects on such post purchase outcomes as satisfaction,
repurchase intention, an d willingness to recommend. Brand expectations are shown to be
better predictors of affective outcomes (such as satisfaction), while category expectations are
shown to be better predictors of behavioral outcomes (repurchase and recommendation).
Consistent with prior research, perceived performance is shown to have a strong effect on
both satisfaction and behavioural intention.

Anderson et. al (2001)

The objective of this paper was to investigate whether there is concrete relation between
customer satisfaction and productivity and what are the conditions under which there are
tradeoffs between customer satisfaction and productivity. Also to investigate the extent to
which such tradeoffs are present, if present at all. It was found tradeoffs exist where
increasing productivity might lead to lower levels of satisfaction however the correlation
was much higher for services than for products.

Pauwelset. al (2004)
The study is about understanding the short- and long-term impact of marketing actions, such
as, new products, sales production and firm value on financial metrics, including topline,
bottom-line, and stock market performance. The authors use vector-autoregressive model to
test out various hypothesis. The results were that beyond the impact of the firm’s earnings
and the general investment climate, product introductions have positive and increasing
effects on firm value. In contrast, sales promotions diminish long-term firm value, even
though they have positive effects on revenues and (in the short run) on profits.

Gountas and Gountas (2006)

This paper explores how personality orientations and emotions influence consumer's service
perceptions in the airline industry. Research area in consumer behaviour is limited to
understanding of consumer's emotional experiences during their interactions with service
providers. Little research investigates the relationships between personality differences,
emotional states, and individual consumer behaviour. It investigates the effects of
personality differences and emotional contagion of sales personnel in a service setting and
suggests that both need consideration because they influence service performance
outcomes.This study examines the relationships between tourism consumers' emotions,
personality orientations and service satisfaction. The research findings suggest a direct
relationship between the consumers' personality orientation, emotional characteristics and
self-reported satisfaction of the service experience.

Waligóra and Waligóra (2007)

A new method of customer satisfaction and loyalty measurement was developed for the
purpose of the study; the method is called Brand Satisfaction Model. The study also aimed
to apply the theoretical model into the practical research. The research revealed that there are
significant differences in how satisfaction and loyalty of customers are created; it also
outlined different factors that should be taken into account when implementing loyalty
improvement programs.

Dillard and Bates (2010)

The study was undertaken in order to understand whether dissatisfied customers or intending
defectors could be regained as a result of efforts of consumer satisfaction and crisis
management undertaken by the management and whether the timing of such measures was
an important factor in the outcome. Findings indicated that such defectors could be regained
with a 50% success rate, provided adequate solutions were provided to the problems faced
by them.
Utpal M. Dholakia (2010)

The study is about Understanding the Effects of Post-Service Experience Surveys on Delay
and Acceleration of Customer Purchasing Behavior. The objective was to understand the
effects of post-service experience surveys on delay and acceleration of customer purchasing
behavior. The authors used data from a large US automotive maintenance service firm to test
out various hypothesis. The sample took data from 5225 residents. The results indicated that
the short- and longer-term influences of firm-sponsored post-service experience survey
participation vary depending on the form of customer behavior examined. As a result, the
effects of survey participation may be of, either consistent or contrasting valence, thereby
yielding either favorable or unfavorable results to the firm. A laboratory experiment revealed
that survey participation leads customers to make inferences of service completeness and
enhances their recall of the specific service elements performed during the preventive
maintenance visit.

Dr. Sharma et. Al (2011)

The objective of this paper was to find the satisfaction amongst the customers, Market
performance and Market position of TATA Motors. Primary Data and secondary data were
used to formulate a regression coefficient to interpret the data. Tata Motor is one of the best
cars manufacturing company in India, customers are satisfied because of affordable price,
but the maintenance is a problem and resale value is very low. These are the two main
reasons and other reasons are customer care does not respond to customers complaints, so
the customers are dissatisfied. TATA Motors have to improve its customer care and decrease
the price of their spare part and make available in all part of the country.

Jayasankaraprasad (2012)

The purpose of this paper is to explore the antecedents of customer satisfaction and examine
the consequences of customer satisfaction on customer behavioural outcomes. Shopper
intercept survey technique was applied to collect the data from 580 actual shoppers from 35
supermarkets in twin cities of Hyderabad and Secunderabad in Andhra Pradesh. Results
indicate that value for money, value for time, service quality, store reputation, and
situational factors are the significant predictors (antecedents) of customer satisfaction in a
typical food and grocery retail setting. Furthermore, results find that customer satisfaction
significantly affects the store loyalty (behavioural and attitudinal), repurchase intention,
positive word-of-mouth, price insensitivity, and complaint behaviour.
Nataraj S & Dr. N.Nagaraja (2012)

The study is exploratory in nature and based on primary and secondary information. Aims at
revealing the online behavior of today’s auto consumers and attempts to investigate what
prominent factors maximize the online customer satisfaction. Found that online consumers
consider the most significant factors for website satisfaction of the Car manufacturers’
website on the basis of Quality of Content and Ease of Navigation.

Kaur and Soch (2012)

The present study addresses both the conceptual and measurement issues related to customer
loyalty amongst the cell phone users. Building on existing literature, the antecedents of
customer loyalty are reassessed in a service setting namely, customer satisfaction, trust,
commitment, corporate image, and switching costs. This paper reports the development and
validation of scales for measuring customer loyalty and its antecedents. The scale
development and validation process was divided into three phases. Phase 1 consisted of the
item generation process, assessment of content validity, and initial purification of measures.
Item analysis and exploratory factor analysis were used on data collected from 250
postgraduate business students of a major university in India for initial purification of the
instrument. In Phase 2, additional data were collected from 855 cell phone users in northern
India to assess the latent factor structure through confirmatory factor analysis. In Phase 3,
the discriminant validity and convergent validity of the measures were established.

Şahinet. Al (2013)

Brand experience, direct mail communication, trust and attitudes toward advertising are
major antecedents of customers’ satisfaction for a brand and satisfied customers may buy
more, accept higher prices and have a positive word-of-mouth effect. Also, we know that the
cost of selling to new customers is much higher than selling to existing customers. In this
context, the main aim of this paper is to investigate the relations among direct mail
communications, brand experience, trust, and attitudes toward advertising, satisfaction and
behavioral intentions. We work with Structural Equation Model (SEM) to analyses and
explain the relationships between the variables in the model. The findings supported the
proposed hypotheses, which are consistent with theoretical framework. All results are in line
with the study expectations, with

an exception that it refers to the relation between satisfaction and price

premium. Our study suggests that to combine high customers’ satisfaction rates with
delivering positive brand experience, trust, and direct mail communication have a strategic
opportunity to differentiate brand and reinforce customer behavioral intentions for a brand.
Our study indicates that managers should know that overall evaluations of performance
(brand experience, advertising, direct mail communication and trust) to predict customers’
behavioral intention battery through satisfaction. Research has investigated previously
unexplored relations among brand experience, direct mail communications, trust, and
attitudes toward advertising, satisfaction and behavioral intentions via SEM.

Usha and Dr. Nallabala (2014)

The automobile sector is a key performer in the global and Indian economy. The automotive
industry in India is one of the largest in the world and one of the fast growing globally. The
study covers customer’s expectation through Concorde motors and perceived value by the
customers through Concorde motors and the level of satisfactions of the customers.
Concorde Motors (India) Limited, a 100% subsidiary of the company engaged in sales and
service of Tata and FIAT passenger cars recorded a turnover of Rs.580.90 crores and profit
after Tax of Rs.3.71 crores. Concorde Motors (India) Limited has declared a dividend of
Rs.2.50 per share for the FY 2010-11 and Rs.7 per share for the FY 2010-11 on the 7%
cumulative redeemable preference shares. The research study is carried out to know the
Customer Satisfaction on FIAT cars. The Indian automotive market is one of the most
competitive markets with low costs, which make it an attractive assembly base for foreign
automotive manufacturers.

Javedet. Al (2015)

The study is about customer satisfaction and service quality in four wheeler automobile
industry. It deals with the review on customer satisfaction and its effect on automobile
industry. Throughout the study, different variables have been studied such as Customer
satisfaction, Service quality and Perceived service. The authors have used service quality
model in order to indicate that the customer satisfaction is most important part of any
industry. Therefore, it is the main responsibility of service industries to improve customer
satisfaction and quality of service which is beneficial to enhance the no. of new customers.

Research Problem
To study Customer Satisfaction in the Automobile Industry. Key Variables: Customer
Satisfaction, Effect of product functions and performance, Effect of purchase experience,
Effect of After sales services

Research Objectives:
Following are the objectives of this research study:
• To identify how the reasons which are influencing customer satisfaction. (Reasons:
Features, Performance, Maintenance Cost, Mileage, Aesthetics).
• To study how much the purchase experience affects consumer satisfaction.
• To study how after sales service affects consumer satisfaction
• To study the relation between satisfaction and loyalty.
 RESEARCH
METHODOLOGY

+ Research Methodology
The research methodology, while conducting this study to determine the consumer satisfaction in
automobile industry, involved the use of survey research design whereby 81 automobile users
were asked to participate in the collection of primary data. Primary data collection was facilitated
by the use of questionnaire (Appendix 2) that was later coded and converted into graphical formats
for its analysis.

1. Research Design

The survey research design was used for this study, as it attempts to collect data from members of
a population and describes existing phenomena by asking individuals about their opinion,
behaviour etc. This design was suitable for this study as it ensured that the automobile users are
surveyed for determining the consumer satisfaction levels.

2. Sample Design and Size

Convenient sampling method was used to ensure that all the automobile users are selected
conveniently with an ease of approachability and without any bias of the researchers, in a cost
effective way. This was done by sending out the link to the questionnaire to all the automobile
users known to the researchers, who in turn, were asked to spread it amongst their social circles,
thus ensuring the samples represent the population and their selection is unbiased, convenient and
cost effective.
A sample size of 81 was selected to ensure that data collection doesn’t become a hindrance while
conducting the study but at the same time, ensuring that the sample size is not very small which in
turn, would make the findings of the study inconclusive and insufficient for further research.

3. Data Collection Tools

Primary data was collected by using the questionnaire that was prepared by the researcher
themselves. This was done via Google Forms due to the ease of use and accessibility. The
questionnaire contained only one section whereby all the necessary questions were asked.
4. Scaling In order to aid in the collection of data for certain qualitative variable such as
satisfaction and loyalty, different sets of scales like Likert Scale for measuring equal interval data.
The ASCI index was also used to determine the overall satisfaction on the basis of expectation and
the ideal.
ANALYSIS & FINDINGS

Data Analysis
The data analysis of the questionnaire is given as below.
Majority of our population was in the age group 18-25 years (54%), followed by the age groups
26-34 (29%)and above 46 years (10%). The age group with the least population was 35-45 (7%).
The higher number of respondents belonging to 18- 25 years is merely a coincidence as the
method of convenient sampling has been deployed for data collection.

The number of respondents was 100, of which 64% were male and 36% were females. The higher
number of male respondents is merely a coincidence as the method of convenient sampling has
been deployed for data collection.
Out of our total population surveyed, 34% claimed that their family income was between Rs. 7
lakhs to Rs. 15 lakhs. Out of the remaining population, 12% claimed that their family income was
between Rs 16 lakhs to Rs. 24 lakhs. 6% claimed that their family income above 25 lakhs while
48% claimed that their family income was less than 7 lakhs. Hence we can safely assume that a
majority of our population are within the low income bracket and cannot easily change their
automobile within a short period of time if satisfied.

Expectation and satisfaction

Out of the 100 responses taken, a staggering 53.3% stated that they were moderately to highly
satisfied. Only a minimal 1.6% of the total population were dissatisfied with their current vehicle.
The reason for this can be simply the vehicle matching the expectations of the consumers as stated
by 99% of our total population. Another reason for the high level of satisfaction can be the
performance of the vehicle.
Features and Functions
The following features were in consideration in our survey- Cruise control, Leg space,
Smoothness while driving, Auto headlights/ wipers, Seats and Car stability. While considering
customer satisfaction in regards to these features, it was noted that the satisfaction was consistent
throughout the features with the level of satisfaction being moderate. The reason for the
consistency across the board is the availability of similar features across all brands.

Car Manufacturer
Compared to your overall satisfaction how likely are you to upgrade your vehicle or
repurchase from your current manufacturer?
60

50

40

30

20

10

1 2 3 4 5
Compared to your overall satisfaction how likely are you to recommend your
vehicle product?
60

50

40

30

20

10

1 2 3 4 5

When asked about the likeliness of repurchase from the same manufacturer, a majority of our
population 73% answered in affirmative, by choosing 2-3 out of a 5 point scale indicating their
satisfaction with their current manufacturer. Loyalty plays a major part in this aspect. This can be
further reiterated by the fact that 75% of our total population claimed that they would also
recommend their car manufacturer to others.

Customer satisfaction in relation to car manufacturer

Car manufacturers play an important role in providing satisfaction to the customers. When our
population was asked how likely a bad service experience going to make them never consider the
same brand again, That shows how important the service aspect and in turn the car manufacturer
providing the service is to customer satisfaction. Out of total responses 38 people are satisfied and
have good experience that makes them to consider the same brand again whereas 3 responses are
of dissatisfaction.
We found out that purchase experience provided by the manufacturer is also very important, as we
provided our population the following factors- Information provided, Ease of contact, Ambience
and Deal provided. The majority of population are moderately satisfied by all factors while
considering information provided, ease of contact with the sales representative and ambience.

The overall deal provided proved to be the most important factor amongst the alternatives as
almost half of the total population surveyed deemed it to affect their satisfaction the most.
Other factors

Given the following options in sales service affecting the satisfaction of consumers- Facilities
available, Knowledge of provider, Car handling, Proximity of service station and Cost of service,
our population was asked to choose from a scale of 1-5 as to how these factors affect their
satisfaction. While knowledge of the service provider, handling of the car, cost of service and
proximity were found out to be the most important factors, compliance with the time estimate
given were deemed to be not as important as to affect the customer satisfaction in a negative way.
This proves that while looking at after sales services, the way the car of the consumers is handled
is very important to the consumers themselves. A bad experience can make them shift their brand
loyalty.
 FINDINGS AND
SUGGESTIONS

Findings and Recommendations

After analyzing the collected data and testing the various hypotheses, the following statements
have turned out to be true with respect to the data collected from the sample space,

1. The after sales services influence consumer satisfaction.

We can say this relationship exists due to a number of facts. But by looking at this data we can say
that the facilities available, compliance with the time estimate given, knowledge of the consumer
provider, car handling, cost of service and proximity of service station has a role to play in
determining overall satisfaction with the vehicle. And most of the respondents seem to be quite
satisfied by the after sales services provided by their dealers and manufacturer.

2. The purchase experience influences consumer satisfaction.

From the research done it is seen the point of purchase elements like information provided, ease of
contacting the sales rep, ambience of the store and deal provided by the dealers play a role
determining the consumer satisfaction.

3. Value for money does not influence customer satisfaction.

As we can see from the research done Value for money does not influence the consumer
satisfaction. As most of the respondents ( 56.8% ) have a family income of more than Rs, 16 Lakh
and hence are not very price sensitive; so if the consumer is dissatisfied they can change their
vehicle and may not bother much about the value for money.

4. Consumer Satisfaction influences loyalty.

According to the research done we see that satisfaction does have an influence loyalty just the
degree to which it has may not be very high in the automobile sector. This can be because it is a
very competitive industry companies keep coming up with newer and innovative models. Hence it
becomes difficult to stay loyal to just one company.

5. Age does not influence consumer satisfaction.

There exists a relationship between age and consumer satisfaction. As we see the mean score of
satisfaction is more among younger generation when compared to the older generation. This can
be because as the age increases the experience increases and may lead to higher expectations by
the older generation.

6. The gender has an influence on consumer satisfaction.

There exists a relation between gender and consumer satisfaction. As we see in the research males are
more satisfied than the females. As the mean score given by males (2.349673) is more than the score
given by females (1.683333). There can be many reasons for such a result. As in India women vehicle
users are still very less in number and the exposure given is also very less. This can lead to less
information about the automobile and thus lesser satisfaction.

7. Family income does not influence consumer satisfaction.

There is no relationship between customer satisfaction and family income, as family income doesn’t
affect the factors listed above that play a role in enhancing satisfaction. Income may influence the
vehicle model purchased but not the satisfaction derived from it.

Limitations of the study

1. Limitation of sample size: May not represent true majority as not all subjects under research
were studied on account of time/cost limitations, use of a sample provides reasonably accurate
data, however it is not absolute. The sample size was very small.

2. Lack of randomness of sample size: As the sample consists of subjects with a similar age
group, generalizations based on surveys conducted may not be very accurate.

3. Bias in filling questionnaire: Certain questions may not elicit true responses from individuals
filling the survey as they may hesitate in revealing personal information.

4. Cultural and demographic limitations: As all surveys are conducted in English, which is the
second language of the majority of the sample population, certain errors on account of
comprehension may arise. .

5. Misunderstanding: The questionnaire method to collect data was used and thus the
respondents could not clear any doubts as the responses were filled in the absence of the
researchers which may have led to respondents misunderstanding the questions.

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on Delay and Acceleration of Customer Purchasing Behavior: Evidence From the Automotive Services
Industry. Houstan: ARTICLE in JOURNAL OF SERVICE RESEARCH · FEBRUARY 2010.

Usha, P., &Nallabal, K. (2014).A Study on Consumer Satisfaction on Fiat Car at Concorde Motors in
Chennai. Chennai: Sai Om Journal of Commerce & Management A Peer Reviewed International
Journal, Volume 1, Issue 4.

Waligóra, J., &Waligóra, R. (2007).MEASURING CUSTOMER SATISFACTION AND LOYALTY IN THE

AUTOMOTIVE INDUSTRY. Aarhus: Aarhus School of Business, Denmark Faculty of Business
Performance Management.

Westbrook, R. A. (1980). Intrapersonal Affective Influences on Consumer Satisfaction with Products.

Oxford: Oxford University Press, Journal of Consumer Research, Vol. 7, No. 1 (Jun., 1980), pp. 49-54.

Woodruff, R. B., Cadotte, E. R., & L., R. (1983).Modeling Consumer Satisfaction Processes Using
Experience-Based Norms. USA: American Marketing Association, Journal of Marketing Research, Vol.
20, No. 3, pp. 296-304.

Yi, Y. (1993). The Determinants of Consumer Satisfaction: the Moderating Role of Ambiguity .
Michigan: Advances in Consumer Research Volume 20, Association for Consumer Research, Pages:
502-506.
Appendix
Review 1

1 Name of the paper Interpersonal Affective Influences on Consumer Satisfaction with

Products
2 Name of the author Robert A. Westbrook
3 Year of publication 1980
4 Journal Journal of Consumer Research Vol.7 no.1 pp 49-54
5 Objectives / Purpose Exploratory study to assess the impact of interpersonal influences on
of the study satisfaction/ dissatisfaction as affective state and generalized attitudes
6 Country United Kingdom
7 Industry
8 Variables studied Satisfaction, Interpersonal Influences
9 Research Questionnaire, Regression and Correlation
Methodology
10 Sample details 194 undergraduate students at University of Arizona.
Population based on the exploratory nature of the study, convenience
and the desire to reduce potential exogenous influences beyond scope of
study.
11 Scaling (if any)
 Optimism Scale (Goldman- Eisler 1960)- summated scale, agree-
disagree Pessimism Scale (Goldman- Eisler 1960)- summated scale,
agree-disagree
 Delighted- Terrible Scale (Andrews and Withey 1976)- verbal &
graphic rating scale
 Consumer discontent Scale (Wessman and Ricks 1966)- summated
scale, agree-disagree
 Personal Feeling Scale (wessman& ricks 1966)- verbal rating scale
 S-D Acale (Crowne and Marlowe 1964)- summated scale, agree-
disagree.
 Used 7 point rating scale to measure the variables.

12 Hypotheses studied H1- Product satisfaction varies directly with realization of expectation.
(if any) and Finding of H2- Product satisfaction varies directly with optimism and inversely by
the study pessimism.
H3- Product satisfaction varies directly with overall life satisfaction
H4- Product satisfaction varies inversely with generalized consumer
satisfaction
H5- Product satisfaction varies directly with favorability of mood.
Findings- There is support for predicted relationships between
satisfaction and realization of expectations (H1), overall life satisfaction
(H3) and consumer discontent (H4)
Neither optimism/ pessimism (H2) nor mood (H5) affective measure
display significant relationships to automobile satisfaction.

Review 2
 1 Name of the paper Modeling Consumer Satisfaction Process Using Experience Based
Norms.
2 Name of the author Robert B Woodruff, et al (1983)
3 Year of publication 1983
4 Journal Journal Of Marketing Research, Vol. 20, No. 3, pp. 296-304
5 Objectives / Purpose To study if expectations are replaced with experience based norms as
Of the study the standard for comparison of a brands performance.
To postulate a zone of indifference as a mediator between
confirmation/disconfirmation of satisfaction.
6 Country United States
7 Industry Automobile
8 Variables studied Consumer experience (satisfied / dissatisfied)
9 Research Study consumer satisfaction processes experience based models,
Methodology (Data Questionnaire.
collected)
10 Sample details -
11 Scaling (if any) -
12 Hypotheses studied Proposed model suggests that future research on consumers
(if any) and Finding of satisfaction/dissatisfaction will be problematic.
the study The incidence of disconfirmation will vary inversely with the width of
the zone of indifference.

Review 3
 1 Name of the paper Selected Determinants of Consumer Satisfaction and Complaint Reports
2 Name of the author WILLIAM O. BEARDEN and JESSE E. TEEL
Feb,1983
4 Journal Journal of Marketing Research Vol. XX (February 198.1), 21-8
5 Objectives / Purpose To incorporate consumer complaining behavior into a theoretical model
of the study of consumer satisfaction.
6 Country USA
7 Industry Automobile Servicing
8 Variables studied Existing Customers management, customer after sale perception,
customer grievance handling.
9 Research Primary Data collected from customers via survey method
Methodology (Data
collected)
10 Sample details 375 user adult respondents from an original sample of 749 households
participating in both waves
11 Scaling (if any) Expectations, attitudes and intentions were measured by using multi-
term measures.
12 Hypotheses studied The ability of a single satisfaction variable to moderately explain
(if any) and Finding of complaint behavior is encouraging. Much as interpersonal and other
the study affective influences have been shown to affect consumer satisfaction
(cf. Westbrook 1980), both intemal characteristics (e.g., perceived risk,
assertiveness) and extemal structural factors (e.g.. economic constraints,
the benefits and costs from complaining) may also inhibit or encourage
complaint behavior

Review 4
 1 Name of the paper How product usage affects customer satisfaction
2 Name of the author Ram and HyungShile Jung
3 Year of publication 1991
4 Journal Marketing Letters, Vol. 2 (Nov 1991)
5 Objectives / Purpose The objective is to report on an imperical investigation of the effect
of the study of the product usage on consumer satisfaction in the context of data
durables.
6 Country Netherlands
7 Industry -
8 Variables studied Product Usage, Consumer Satisfaction, Durable goods, Usage
Dimensions
9 Research Methodology Interviews, Questionnaires, Correlation
(Data collected)
10 Sample details Random Sample, 1500 households in South Western USA
11 Scaling (if any) Data was collected from the respondents (using questionnaires) on
product usage (three components), performance disconfirmation,
usage disconfirmation (three components), and satisfaction.
12 Hypotheses studied (if Findings-
any) and Finding of the 1. In the context of consumer durables, the conventional
study performance-disconfirmation model should be extended to include
direct influences of product usage and usage disconfirmation.
2. Another important finding is that the dimensions of usage which
affect satisfaction vary across products.

Review 5
 1 Name of the paper The Determinants of Consumer Satisfaction: the Moderating Role of
Ambiguity
2 Name of the author Youjae Yi
3 Year of publication 1993
4 Journal Advances in Consumer Research Volume 20, eds. Leigh McAlister
and Michael L. Rothschild, Provo, UT : Association for Consumer
Research, Pages: 502-506.
5 Objectives / Purpose To study and investigate the moderating role of ambiguity in the
of the study process of consumer satisfaction formation.
6 Country USA
7 Industry Goods Industry
8 Variables studied Expectation, Performance, Disconfirmation and Consumer Satisfaction
9 Research Methodology A pretest was conducted to determine which products are easy or
(Data collected) difficult to evaluate. Forty one students at the University of Michigan
participated in the pretest. They rated the difficulty of evaluating
product quality for twenty categories on a ten-point scale.
10 Sample details Forty one students at the University of Michigan
11 Scaling (if any) 10-Point Scale to rate satisfaction
12 Hypotheses studied Hypothesis: H1. When product experience is ambiguous, consumer
(if any) and Finding of expectation is highly likely to have direct effects on consumer
the study satisfaction.
H2. When product experience is unambiguous, product performance is
highly likely to have direct effects on consumer satisfaction.
Findings: The results obtained show that there was no significant
difference in the importance of the product to respondents. This check
gave a rough indication that there was no confounding of ambiguity
and involvement in the study.

Review 6
 1 Name of the paper Customer Satisfaction, Market Share, and Profitability: Findings
from Sweden
2 Name of the author Eugene W. Anderson; ClaesFornell; Donald R. Lehmann
3 Year of publication 1994
4 Journal Journal of Marketing Vol. 58 (July 1994)
5 Objectives / Purpose To investigate how expectations, quality, and price affect customer
of the study satisfaction and why customer satisfaction, in turn, should affect
profitability.
6 Country Sweden
7 Industry General
8 Variables studied Customer Satisfaction, Profitability
9 Research Methodology System of equations
(Data collected)
10 Sample details -
11 Scaling (if any) -
12 Hypotheses studied (if H1: Customer Satisfaction has a positive effect on economic
any) and Finding of the returns.
study H2: The current level of quality as perceived by the market should
have a positive effect on overall customer satisfaction.
H3: The market’s expectation of the quality of a supplier’s offering
should have a positive effect on overall customer satisfaction.
H4: The marketplace has adaptive expectations concerning the
quality of a supplier’s offering. The size of the adaptive updating
effect should be small.
H5: The impact of perceived quality on overall customer
satisfaction should be relatively greater that the impact of
expectations about quality.

Review 7
 1 Name of the paper Customer Satisfaction, Customer behavior: The differential role of
travel and category expectations.
2 Name of the author Kamal Gupta and David W Stewart
3 Year of publication 1996
4 Journal Marketing Letters vol7 NO.5 PP249.263
5 Objectives / Purpose In this research, we posit a theoretical framework that suggests that
of the study consumers use multiple standards to evaluate the performance for a
particular service.
6 Country Netherlands
7 Industry Automobile
8 Variables studied Customer expectations, Industry norms, re-purchase
9 Research Methodology Regression , Correlation.
(Data collected)
10 Sample details 147 students from the Mid west and west coast of the USA
participated in this. The age of the subjects range from 20-26 years .
55% Males and 45% Females.
11 Scaling (if any) -Employee service, employee friendliness and peoblem solving
capacity were measured using 9 point bipolar scale
12 Hypotheses studied (if
any) and Finding of the (1) Performance has a direct and positive impact on satisfaction and
study repurchase invention.
(2) Consumers use multiple norms while evaluating products – that is
a model with multiple norms will predict consumer satisfaction and
post purchase behavior better than a model with only brand or
category expectations.
(3) Disconfirmation of brand expectations affects consumer
satisfaction and post purchase behaviorinteraction . The
disconfirmation has a effect and vice versa.
(4) Disconfirmation of category expectations effects consumers.

Review 8
 1 Name of the paper Customer Satisfaction, Productivity And Profitability: Differences
Between Goods And Services.
2 Name of the author Eugene W. Anderson, et al (2001)
3 Year of publication 2001
4 Journal Marketing Science, Vol. 16, No. 2.
5 Objectives / Purpose The objective of this paper is to investigate whether there are
Of the study conditions under which there are tradeoffs between customer
satisfaction and productivity.
6 Country United States
7 Industry Automobile
8 Variables studied Level of customer satisfaction, level of standardization quality, level
of customization quality, relative importance of customization
quality to customers.
9 Research Methodology In order to measure customer satisfaction, productivity and profits,
(Data collected) annual indices of customer satisfaction made available by the
Swedish Customer Satisfaction Barometer (SCSB) were used. Data
was collected on following industries: airlines, automobiles, banking,
basic foods, travel, clothing and retail, insurance (life, auto and
business), IT and shipping.
10 Sample details Survey begins with computer aided telephone surveys designed to
obtain a representative sample of customers who have recently
bought or used the company’s product/service.
Each respondent must clear a battery of screening questions; a 10-
point scale is used to collect data. This results in approximately
25,000 observations per variable from which annual indices are
constructed. Approximately 200 observations are used to estimate
each index.
11 Scaling (if any) Stapel Scale (10 Point) level of expectation regarding quality
12 Hypotheses studied (if Hypothesis: The relation between customer satisfaction and
any) and Finding of the productivity is similar for goods and services.
study Findings: For goods, the association between customer satisfaction
and productivity is significantly positive implying that the two are
directly proportional to some extent.
For services the relation is zero or even negative in some cases
implying the two are inversely proportional to one another

Review 9
 1 Name of the paper New Products, Sales Promotions, and Firm Value: The Case of the
Automobile Industry
2 Name of the author Koen Pauwels, Jorge Silva-Risso, Shuba Srinivasan and Dominique
M. Hanssens
3 Year of publication 2004
4 Journal Journal of Marketing, Vol. 68, October 2004
5 Objectives / Purpose This study investigates the short- and long-term impact of such
of the study marketing actions on financial metrics, including top-line, bottom-
line, and stock market performance.
6 Country USA
7 Industry Automotive
8 Variables studied New Products, Sales Promotions, Firm Value
9 Research Methodology
(Data collected) 1. How new product introductions and promotional incentives
influence top-line (firm revenue), bottom-line (firm income), and
stock market (firm value) performance.
2. How a vector-autoregressive (VAR) model satisfies the
requirements.

10 Sample details -
11 Scaling (if any) -
12 Hypotheses studied (if
any) and Finding of the 1. New product introductions increase long-term financial
study performance and firm value, but promotions do not.
2. Investor reaction to new product introduction grows over time,
indicating that useful information unfolds in the first two months
after product launch.
3. Product entry in a new market yields the highest top-line,
bottom-line, and stock market benefits

Findings-
1. In the aggregate, customers have largely rational expectations.
2. Change in the level of quality provided by a firm enhance or
erode a firm’s reputation for quality over time.

Review 10
 1 Name of the paper
2 Name of the author
3 Year of publication
4 Journal
5 Objectives / Purpose
of the study
6 Country
7 Industry
8 Variables studied
9 Research Methodology (Data
collected)
10 Sample details
11 Scaling (if any)
12 Hypotheses studied (if any)
and Finding of the study
Review 11
Personality orientations, emotional states, customer
satisfaction, and intention to repurchase
John Gountas , Sandra Gountas
2006
Journal of Business Research 60 (2007) 72–75
This paper explores how personality orientations and
emotions influence consumer's service perceptions in the
airline industry
Australia
Airline Industry
Personality; Emotions; Emotional contagion; Satisfaction
 Qualitative and quantitative research work.
 The four personality orientations: the thinking or logical,
the feeling or emotional, the material or physical and the
intuitive or imaginative.
 SERQUAL
 Service satisfaction Survey
2196 useable consumer responses.
A ten-point Likert scale and Plutchik's (2003) scales to
explore different personality orientations
H1. Consumers' personality orientations relate differentially
to positive and negative emotional states during the service
interaction.
H2. Consumer's personality orientations relate differentially
to overall service satisfaction as well as its components (i.e.,
the Tangible and Intangible Service aspects).
H3. Personality orientations relate differentially to intention
to repurchase.
Findings: The findings support the differential relationships
hypothesized between the independent and the dependent
emotional states. The thinking or logical personality
orientation appears to be unaffected by emotional states or
moods before and during the actual flight services
experiences.
1 Name of the paper Measuring Customer Satisfaction And Loyalty In
The Automotive Industry
2 Name of the author Joanna Waligóra, Robert Waligóra (2007)
3 Year of publication 2007
4 Journal Journal of Economic Psychology, vol. 22.
5 Objectives / Purpose Creation of theoretical satisfaction measurement
Of the study model and statistical validation of the model. The
model shall be based on customer satisfaction
theories and measurement models described in
this paper.
Application of the theoretical model into the
practical research - measurement of customers’
satisfaction and loyalty using the new
methodology.
Analysis of the research results and comparison
of the differences between customer segments.
The customers are segmented into three groups
based on existing consumer profile study:
Compact vehicles, Mid-size vehicles, and Full-size
and Large vehicles owners.
6 Country Poland
7 Industry Automobile
8 Variables studied Sales service quality, Quality of the vehicle,
Design of the vehicle, Comfort and functionality
of the vehicle, Costs of ownership, Loyalty,
Satisfaction with overall dealer service,
Showroom atmosphere.
9 Research Methodology (Data collected) The EFQM Excellence Model
Importance Matrix (Segmentation of satisfaction
with attributes according to their importance)
Questionnaire development
Brand Satisfaction Model (BSM Model)
PLS (Partial Least Squares) Algorithm
Primary and secondary data (European Customer
Satisfaction Index - ECSI) was used.
10 Sample details Practical research on a group of 346 customers.
11 Scaling (if any) Continuous Rating Scale to determine
consumer’s perception on quality
12 Hypotheses studied (if any) and Finding of the Satisfaction and loyalty go hand in hand, the
study improvement in one
leads to an improvement in the other.
Findings: The Brand Satisfaction Model (BSM
Model) discovered that there are significant
differences in how satisfaction and loyalty of
customers are created. Satisfaction concept in
the automotive industry is less complicated and
is based mainly on vehicle quality, comfort and
functionality, which generate over 75% of
customers satisfaction. Loyalty is much more
 complex, importance of vehicle quality, comfort
and functionality decreases while at the same
time the importance of sales and after sales
service quality as well as costs of ownership
drastically increases

Review 12
1 Name of the paper
2 Name of the author
3 Year of publication
4 Journal
5 Objectives / Purpose
Of the study
6 Country
7 Industry
8 Variables studied
9 Research Methodology (Data
collected)
Managing Satisfaction in the Automotive Industry: The
Economics of Saving Expected Defectors
John E. Dillard, Donald L. Bates (2010)
2010
Journal of Consumer Satisfaction, Dissatisfaction &
Complaining Behavior, Volume 23
This research was designed to empirically understand whether
“intending” defectors (those who were completely dissatisfied
with their product and definitely would not repurchase the
brand when next in the market) could be regained as customers.
Additionally, the variable “amount of time since the complete
dissatisfaction was reported” was also tested.
United States
Automobile
1) SERVICE PERSONNEL ISSUE
a. Relationship with service advisor
b. Knowledge of service personnel
2) SERVICE ISSUES
a. Improper problem diagnosis
b. Repair did not correct problem
c. Repair parts not readily available
d. Magnitude of problem/type of problem
e. Number of problems
3) WARRANTY ISSUES
a. Problem/work not covered by warranty
b. Cost of non-warranty service
For this research, 1,500 individuals from a major automotive
manufacturer who met the following conditions were invited:
1) They had originally purchased/leased their vehicle new and
had
owned/leased their vehicle for between 18 and 30 months;
2) They had completed a service survey [covering service
department, warranty, the service process, and maintenance
and repair problems] within the past 180 days;
3) They were “expected” defectors (completely dissatisfied
with the product and definitely would not repurchase the brand
when next in the market);
4) Their dissatisfaction was with a brand controllable attribute.
The 1500 individuals owned products which represented a
good cross section of the models, produced by the automotive
manufacturer. The sample of 1500 was first broken down into
those who had completed a survey in the past 90 days (841)
and those who had completed a survey from 91-180 days
previous (659). Three hundred (300) participants were selected
randomly from each group. One hundred (100) were assigned
to a control group and 200 were assigned to an experimental
group. The 100 control participants from each group were
combined to form a control group of size 200.

10 Sample details
11 Scaling (if any)
12 Hypotheses studied (if any)
and Finding of the study
Review 13
Because of random selection and random assignment to groups,
the control group “controlled” for geography and automobile
model. Thus, the final sample consisted of three groups
Experimental Group 1 – 200 “expected” defectors who had
completed a service survey in the past 90 days
Experimental Group 2 – 200 “expected” defectors who had
completed a service survey in the past 91-180 days
Control Group – 200 “expected” defectors - 100 each from the
pool that formed each experimental group. (The control group
was combined as a matter of convenience but members were
tagged as being from one pool or the other in the event that it
was necessary to match members of the control sample back to
their original groups.)
Continuous Rating Scale to assess satisfaction
Hypothesis 1: Intended defectors cannot be regained.
Hypothesis 2: The timing of intercession on intended defectors
does not affect the regain rate.
Findings:
1. If customer dissatisfaction is ignored, expect nearly
unanimous defection.
2. If customer dissatisfaction is addressed/acknowledged but
not resolved, expect nearly unanimous defection.
3. The longer dissatisfaction remains unresolved, the less
chance you have to “regain/save the defector ”
4. For those whose dissatisfaction is positively resolved in a
timely manner, expect a “ regained /saved defector” rate of
approximately 50%.
5. There was no significant difference in the type of issue for
which consumers were regained.
 1 Name of the paper
2 Name of the author
3 Year of publication
4 Journal
5 Objectives / Purpose
of the study
6 Country
7 Industry
8 Variables studied
9 Research Methodology
(Data collected)
10 Sample details
11 Scaling (if any)
12 Hypotheses studied (if
any) and Finding of the study
Review 14
Validating Antecedents of Customer Loyalty for Indian Cell
Phone Users
Harsandaldeep Kaur and HarmeenSoch
2012
VIKALPA , VOLUME 37 NUMBER 4, OCTOBER -
DECEMBER 2012
the key objectives are: (a) to provide a conceptualization of
customer loyalty and its antecedents; (b) to develop a scale for
measuring customer loyalty and its antecedents; and (c) to assess
reliability and validity of
the measures.
India
Telecom
Customer Loyalty
Cell Phone Market
Behavioural Loyalty
Attitudinal Loyalty
Corporate Image
Switching Cost
open-ended interviews and correlation
Data was obtained through self-administered questionnaires from
250 postgraduate business students of a major university in India.
Convenience sampling was used to collect data. The sample
consisted of 132 (52.8%) females and 118 (47.2%) males.
7-point Likert Scale ranging from “very strongly agree” to “very
strongly disagree” measured variables like Switching cost,
behavioural category, attitude category.
First, multi-item measures were developed and purified for
measuring customer loyalty using standard scale development
procedures on a sample of 250 mobile phone users. Confirmatory
factor analysis was then applied on data collected from 855
mobile phone users. Results revealed that all the indicators had
adequate item reliability. All the model fit indices were above the
recommended criteria. Reliability was assessed using coefficient
alpha, composite reliability and average variance extracted and all
the values obtained were above the accepted range, thus
establishing the reliability of the constructs. Convergent and
discriminate validity was established for all the eight constructs.
1 Name of the paper
2 Name of the author
3 Year of publication
4 Journal
5 Objectives / Purpose
of the study
6 Country
7 Industry
8 Variables studied
9 Research Methodology
(Data collected)
10 Sample details
11 Scaling (if any)
12 Hypotheses studied (if
any) and Finding of the study
Building behavioral intentions in automotive industry: Brand
experience, satisfaction, trust, direct mail communication and
attitudes toward advertising
AZİZE ŞAHİN , GÜLDEN TURHAN and CEMAL ZEHİR
Oct 2013,
Business Management Dynamics Vol. 3, No.4, Oct 2013, pp. 45-
61
The objective of this paper is to empirically examine the
relationship among consumers’ brand experience, satisfaction,
trust, direct mail communication, attitudes toward advertising on
behavioural intentions that are set in the form of repurchase
intention, price premium and word-of-mouth.
USA
Automobile
Consumers, Relevant Demographics, Customer Satisfaction
Primary Data collected from individuals.
Rank Correlation and coefficient
Female (174) and Male (175). A sample ranges in age from 18
and 56 years with a mean age of 33. A
Likert Scale to assess satisfaction
Hypothesis 1: Satisfaction has positive effects on customers’
behavioural intentions (a) repurchase
intention, (b) price premium and (c) positive word-of-mouth
referrals.
Hypothesis 2: Consumer trust has a positive effect on consumers’
behavioural intentions (a) repurchase
intention, (b) price premium and (c) positive word-of-mouth
referrals.
Hypothesis 3: Satisfaction is positively effective on consumer
trust.
Hypothesis 4: Brand experience has a positive effect on
consumers’ behavioural intentions (a) repurchase
intention, (b) price premium and (c) positive word-of-mouth
referrals.
Hypothesis 5: Brand experience is positively effective on
satisfaction.
Hypothesis 6: Direct mail communication is positively effective
on satisfaction.
Hypothesis 7: Attitudes toward advertising is positively effective
on satisfaction.
In conclusion, this paper has suggested what is possible, practical,
and can be done by marketers in terms of
consumers’ attitudes toward advertising, direct mail
communication, brand experience, consumer trust
and behavioural intentions for a brand. Marketing managers can
interpret these results as helping to
justify expenditures on brand and consumer related marketing
activities that create such brand’s longterm
Findings: In conclusion, this paper has suggested what is possible,
practical, and can be done by marketers in terms of
 consumers’ attitudes toward advertising, direct mail
communication, brand experience, consumer trust
and behavioural intentions for a brand. Marketing managers can
interpret these results as helping to
justify expenditures on brand and consumer related marketing
activities that create such brand’s longterm
survival, performance, and bottom-line returns.
survival, performance, and bottom-line returns.

Review 15

1 Name of the paper A STUDY ON CUSTOMER SATISFACTION ON FIAT CAR


2 Name of the author
3 Year of publication
4 Journal
5 Objectives / Purpose
of the study
6 Country
7 Industry
8 Variables studied
9 Research Methodology
(Data collected)
10 Sample details
11 Scaling (if any)
12 Hypotheses studied (if any)
and Finding of the study
Review 16
1 Name of the paper
AT CONCORDE MOTORS IN CHENNAI
Padiri Usha, Dr.KalyanNallabala
April, 2014
Sai Om Journal of Commerce & Management
1. To study the factors that lead to customer satisfaction. 2. To
study the satisfaction level of customer towards the FIAT car. 3.
To study the customers opinion on the quality and services of
Product. 4. To give appropriate suggestion to increase the
satisfaction level of customer.
India
Automobiles
Customer satisfaction
Primary Data collected via survey method from the customers
and Secondary data
sample survey of 150 Respondents.
RATER different aspect of services by ConcordeMotors
Null hypothesis (H0): There is no significant difference
between the opinions of the respondents regarding the services
provided.
(H1): There is significant difference between the opinions of the
respondents regarding the services provided.
(H2): There is significant difference between the opinions of the
respondents regarding the test drive given at schedule time.
(H3): There is significant difference between the opinions of the
respondents regarding the vehicle delivered on the promised day
or not. Findings-
It is observed through the survey majority of the customers are
satisfied with the after sale service and dissatisfied with the
location of the dealers. Hence it is suggested that dealer points
can be made easily accessible to customers.
1. 59% of the customers are satisfied with after sales services.
2. 76% of the respondents are satisfied with the test drive.
3. The major problem is that the customers are not getting the
vehicle on the promised date.
4. Majority of the respondents (i.e., 61%) not satisfied with sales
approach of the executive in tamers of notable clarifying that
doubts and quaries.
5. Most of the customers have expressed dissatisfaction with the
location of dealership.
Customer Satisfaction And Service Quality In Four Wheeler

2 Name of the author
3 Year of publication
4 Journal
5 Objectives / Purpose
of the study
6 Country
7 Industry
8 Variables studied
9 Research Methodology
(Data collected)
10 Sample details
11 Scaling (if any)
12 Hypotheses studied (if
any) and Finding of the study
Questionnaire
1. Age
Automobile Service Industry: A Review
MohdJaved, Dr.Parul Gupta , Dr.VishalSaxena
September 2015
SSRG International Journal of Mechanical Engineering (SSRG-
IJME)
This paper deals with the review on customer satisfaction and its
effect on automobile industries.
India
Automotive
Customer Satisfaction, Service Quality, Perceived Service
Service quality model
1. The study adopted judgmental sampling and found its samples
among consumers using a sedan as the principal travel tool.
2. The study adopted judgmental sampling and found its samples
among consumers using a sedan as the principal travel tool.
Five- point likert scale
Findings- customer satisfaction is the key parameter for success
of any industry. For being number one in the market the company
regularly try to improve their quality of service according to the
feedback obtained from the customer about their product and its
quality.
 1. 18-25
2. 26-34
3. 35-45
4. 46 and above

2. Gender
1. Male
2. Female

3. Family Income
1. <7 lakhs
2. 7 lakhs-15 Lakhs
3. 16 Lakhs – 24 Lakhs
4. 25 lakhs and abov

S.N QUESTIONNAIRE Strongly Dissatisfie Neutra Satisfie Strongl

O Dissatisfie d l d y
d Satisfie
(1) (2) (3) (4) d
(5)
Expectation and satisfaction
4. How satisfied are you from the
vehicle?
5. To what extent has your
vehicle met your expectations?
6. How well did your vehicle
perform as compared to ideal?
7. How satisfied are your from the various featuresin your vehicle:
Cruise control
Leg space
Smoothness while driving
Auto headlights/ Wipers
Seats
Car ability at high speed/
Corners
Car Manufacturer
8. Compared to your overall
satisfaction how likely are you
to upgrade your vehicle or
repurchase from your current
manufacturer?
9. Compared to your overall
satisfaction how likely are you
to recommend your vehicle
product?
Customer satisfaction in relation to car manufacturer
10. How likely is a bad service
experience going to make you
never consider the same brand
again?
11. How having the following point of purchase experience affected your satisfaction
with the current vehicle?
Information provided
Ease of contact with sales rep
Ambience
Deal provided
Other Factors
12. How have the following after sales services affected your satisfaction?
Facilities available
Compliance with the time
estimate given
Knowledge of the service
provider
Car handling
Proximity of service station
Cost of service