EXECUTIVE SUMMARY

A consumer may have a set of interests, benefits, attitudes and

lifestyle before
purchasing a product. But there might be a major change in his
taste of preference after the purchase has been made. In such a
position it is difficult for the marketer to know the behaviour of
the consumer. With this view in mind, the research study will
be conducted to find out the consumer preference towards
store and loyalty.
To carry on the study the research has been conducted as per
the
marketing research process. As the study requires the customer
(potential) opinion it will also help to know the awareness level
of store and loyalty in Lucknow district and also the opinion
regarding the vehicle as well as the overall performance of Tata
motors services centers. The study will also help us to identify
the factors that influence to buy the store and loyalty which will
helpful to company for better improvement of the vehicles &
stores. For this study I had collected the primary data through
questionnaire and the company catalogues, brochures are
collected for secondary information. To collect primary data
survey is conducted on individuals (potential customers) this
study is limited to Lucknow only. The sample size that I had
taken is 100.
This study will also help the company to know the customer like
as well as their need, want Satisfaction towards the Services of
Tata Motors.
 Chapter-1
INTRODUCTION
 INTRODUCTION
Concept Identification-
As organizations become increasingly customer-focused and
driven by demand, the need to gain customer loyalty and retain
their loyalty is critical. Customer satisfaction is the most
effective way to achieve customer loyalty. Customer
satisfaction and customer loyalty share many similar traits.
Customer value is the customer’s perception of the ratio of
benefits to what he or she gives to obtain those benefits. The
customer Value Triad is a framework used to understand what
it is that customers want. The framework consists of three
parts: (1) perceived product quality, (2) value-based pricing,
and (3) perceived service quality. Customers are satisfied when
the value meets or exceeds expectations. If their expectations
of value are not met, there is no chance of satisfying them.
Figuring out what the customers want, however, is a difficult
and complex process. To be able to create and deliver customer
value is important to understand its components. On the most
basic level, the value from a customer’s perspective is the ratio
of benefits to the risks being taken while buying the product.

CUSTOMER SATISFACTION AN INSIGHT-

According to Harold E Edmondson “ Customer Satisfaction”
seems to appear in print more frequently than any other
catchphrase used to describe newfound magic for industrial
success. Before we proceed into the study of the dynamics of
Customer Satisfaction it is important to know, who a customer
is and what satisfaction really means.

Who really is a Customer?

The question of defining who your customers are seems fairly
easy particularly if you have segmented your market properly
and understand who you are trying to satisfy. However, a
subtlety that frequently goes undetected by many firms is that
the customer set can be divided into two parts, the apparent
customer and the user. The apparent customer is the person or
group of people who decide what product to buy and basically
have control over the purse strings. A user is a person or group
who physically uses the product or is the direct recipient of a
service. What does satisfaction really mean? As in defining
customer above, defining satisfaction also appears simple.
However, as with customers, there is a subtlety that needs
addressing. Satisfaction by most definitions simply means
meeting the customer’s requirement. Customer satisfaction is a
concept that more and more companies are putting at the
heart of their strategy, but for this to be successful they need to
be clear about, what customer satisfaction means and what
needs to happen to drive improvement. Without this, there is a
risk that customer satisfaction becomes little more than a good
intention, with confused objectives failing to address the real
issues for customers, one helpful way to look at the problem is
to rephrase the objectives: set the sights on helping the
customers meet their goals. Customer satisfaction can be
defined in many different ways. Finding the right way for a
company depends on understanding your customer and on
having a clear vision of the role that customer satisfaction is to
play in the strategy. For example, a focus on customer
satisfaction can work alongside existing segmentations to
support revenue generation from high value customers or it
can be a company-wide objective rooted in the brand values.
For the former, it may be sufficient to focus on improving
custome service, but for the latter a broader definition of
customer satisfaction is necessary, closer akin to corporate
reputation. Whatever the strategy for customer satisfaction, it
must at least include getting the basics right. Failing to achieve
this can destroy the reputation as well as losing valuable
customers. Every customer, regardless of their economic worth
to the business, has the power to influence – positively or
negatively – a company’s reputation. Once the objectives for
the customer satisfaction strategy are defined there are a
number of steps we can take to make sure the focus on
customer satisfaction is effective.

Building a company around Customer Satisfaction –

With the increase in customer demands and competition, it has
become a lot more important to base the entire company on
customer service. When doing this one must first realize that
every member of an organization plays an active role in
customer service. This includes both external customers and
internal customers within a company.
Customer-focused organizations focus both on customer
satisfaction and profit. Achieving customer satisfaction
generates profit. In these organizations, top management has
frequent contacts with external customers. The top
management uses consultative, participative, and supportive
management styles to get through to the customer. The staff
focuses all of its attention on satisfying the customer’s needs.
However, the management’s job is to provide the staff with the
support necessary to achieve these goals. The other
department and staff in the organization that does not have
direct contact with the external customers deal exclusively with
internal customer satisfaction.

The Influence of the salesperson on Customer

Satisfaction-
In an article titled, “The influence of salesperson selling
behavior on customer satisfaction with products,” Brent G.Goff
and James S. Boles examine the effects of non-product related
construct on customer satisfaction with major retail purchases
such as automobiles. The article states that a salesperson’s
selling orientation- customer orientation (SOCO) will affect not
only consumer satisfaction with the salesperson and dealer but
also indirectly, satisfaction with the product or manufacturer. In
the perspectives of both the retailer and the manufacturer,
customer satisfaction represents an important issue because it
relates to several desirable outcomes. Customer satisfaction
leads to future purchases, and repeated purchases of the same
product from the same source. In other words, it helps a firm
retain its present customers and build loyalty. By helping a
buyer obtain product information and providing guidelines
about what should be expected during the buying process and
use of a product, a salesperson may influence customer
expectations concerning the product. Thereby this may reduce
the likelihood of dissatisfaction (Grewal and Sharma, 1991). A
successful salesperson tailors to the needs of each individual
customer. By being customer-oriented, a salesperson is likely to
identify with needs of the customer, enabling the salesperson
to match his or her presentation to those requirements of the
customer.

Internal Marketing – how it affects Customer

Satisfaction –
Successful companies make every effort to ensure satisfaction
to their customer by focusing all organizational efforts of the
company on providing superior customer service. By doing this
these companies hope to retain their existing customers and
attract new ones. Only angle of customer satisfaction
commonly overlooked is the internal aspect.
Customer Satisfaction as part of Service Profit Chain:
A Harvard Business Review article outlines the internal process
required to drive growth and increase profitability. The article
describes the ways in which service quality contributes to
success, outlining the steps in the “Service-profit chain”:
Profitability / Growth
Customer Loyalty Customer Satisfaction
Value
Employee Productivity
Employee Loyalty
Internal Quality
Leadership

The concept of the word “wheel” is not of recent origin. Right

form the days when man started his living, to this day where
there is tremendous technological improvement, the
importance of “wheel” is growing at a greater pace.
A growing economy, expanding cities and an increasing work
load demand time and resource management. Right from the
executive to a collage going student, there is a need for a set of
wheels, which grant him/her easy mobility not only, which is
efficient and reliable but also affordable.
 A four-wheeler is an affordable solution that will grant good
mobility. To satisfy the needs of the consumer, a large number
of companies have come up with a good number of the vehicle.
In this aspect, it is rather essential for any buyer to know the
finer parts, which give4s a good look, the performance, the
driving, handling, reliability, and above all, the affordability of a
particular vehicle before he owns it.
Most manufactures have understood this, and therefore
developed different kinds of cars. As there are different kinds of
consumers existing in each market for every product, there is a
need to produce a wide range of products to satisfy all these
customers. This classification was made on the grounds of
better mileage, oil consumption, pollution factors, etc.
As we all know, for any organization to survive, in this highly
competitive world. It should take care of customers who are
the backbone of it. To make its services available to everyone
Tata motors also have so many dealers in various places. It is
offering its valuable services to the people of the Nellore
district through one of its dealers M.G. Brothers. Hence we felt
the need of knowing about “Customer satisfaction” on the
products of Tata motors and the services of M.G. Brothers, in
our study.
Why Organizations Focus on Customer Satisfaction
Businesses monitor customer satisfaction in order to determine
how to increase their customer base, customer loyalty,
revenue, profits, market share and survival. Although greater
profit is the primary driver, exemplary businesses focus on the
customer and his/her experience with the organization. They
work to make their customers happy and see customer
satisfaction as the key to survival and profit. Customer
satisfaction in turn hinges on the quality and effects of their
experiences and the goods or services they receive.

Customer Satisfaction
The definition of customer satisfaction has been widely
debated as organizations increasingly attempt to measure it.
Customer satisfaction can be experienced in a variety of
situations and connected to both goods and services. It is a
highly personal assessment that is greatly affected by customer
expectations. Satisfaction also is based on the customer’s
experience of both contact with the organization (the “moment
of truth” as it is called in business literature) and personal
outcomes. Some researchers define a satisfied customer within
the private sector as “one who receives significant added
value” to his/her bottom line—a definition that may apply just
as well to public services. Customer satisfaction differs
depending on the situation and the product or service. A
customer may be satisfied with a product or service, an
experience, a purchase decision, a salesperson, store, service
provider, or an attribute or any of these. Some researchers
completely avoid “satisfaction” as a measurement objective
because it is “too fuzzy an idea to serve as a meaningful
benchmark.”4 Instead, they focus on the customer’s entire
experience with an organization or service contact and the
detailed assessment of that experience.
For example, reporting methods developed for health care
patient surveys often ask customers to rate their providers and
experiences in response to detailed questions such as, “How
well did your physicians keep you informed?” These surveys
provide “actionable” data that reveal obvious steps for
improvement. Customer satisfaction is a highly personal
assessment that is greatly influenced by individual
expectations.
Some definitions are based on the observation that customer
satisfaction or dissatisfaction results from either the
confirmation or disconfirmation of individual expectations
regarding a service or product. To avoid difficulties stemming
from the kaleidoscope of customer expectations and
differences, some experts urge companies to “concentrate on a
goal that’s more closely linked to customer equity.” Instead of
asking whether customers are satisfied, they encourage
companies to determine how customers hold them
accountable Customer satisfaction, a business term, is a
measure of how products and services supplied by a company
meet or surpass customer expectations. It is seen as a key
performance indicator within business.

Customer Satisfaction Measurement: -

A basic and effective base line customer satisfaction survey
program should focus on measuring customer perceptions of
how will the company delivers on the critical success factors
and dimensions of the business as defined by the customers:
For example:
 Service Promptness
 Courtesy of Staff
 Responsiveness
 Understanding the customer problem, etc.
The findings of the company performance should be analyzed
both with all customers and by key segments of the customer
population. The essential starting point for Customer
Satisfaction Measurement (CMS) is exploratory research. Since
satisfaction is about an organization’s ability. To meet customer
requirement one has to start by clarifying with customers
exactly what those requirements are. This is done through
exploratory research using focus groups or one to one depth
interviews. Two main factors determine the accuracy of CMS.
The first is the asking the right question and the second is the
asking them to the right people sample of customers which
accurately reflects the customer base. Three things decide the
accuracy of a sample. They are:
 It must be representative.
 It must be randomly selected.
 It must be adequate enough.

Measuring customer satisfaction

Organizations need to retain existing customers while targeting
non-customers. Measuring customer satisfaction provides an
indication of how successful the organization is at providing
products and/or services to the marketplace.
Customer satisfaction is an abstract concept and the actual
manifestation of the state of satisfaction will vary from person
to person and product/service to product/service. The state of
satisfaction depends on a number of both psychological and
physical variables which correlate with satisfaction behaviors
such as return and recommend rate. The level of satisfaction
can also vary depending on other factors the customer, such as
other products against which the customer can compare the
organization's products.
Work done by Parasuraman, Zeithaml and Berry (Leonard L)
between 1985 and 1988 delivered SERVQUAL which provides
the basis for the measurement customer satisfaction with a
service by using the gap between the customer's expectation of
performance and their perceived experience of performance.
This provides the researcher with a satisfaction "gap" which is
semi-quantitative in nature. Cronin and Taylor extended the
disconfirmation theory by combining the "gap" described by
Parasuraman, Zenithal and Berry as two different measures
(perception and expectation) into a single measurement of
performance relative to expectation. The usual measures of
customer satisfaction involve a survey with a set of statements
using a Linker Technique or scale. The customer is asked to
evaluate each statement in terms of their perception and
expectation of performance of the service being measured.

Customer Satisfaction Surveys:

Surveys and questionnaires are the most common marketing
research methods. Typically, they are used to:
 Assess the level of customer satisfaction with a particular
product, service, or experience
 Identify factors that contribute to customer satisfaction
and dissatisfaction.
 Determine the current status or situation of a product or
service.
 Compare and rank providers.
 Estimate the distribution of characteristics in a potential
customer population.
  Help establish customer service standards.

Benefits and Challenges:

Surveys allow an organization to quickly capture vital
information with relatively little expense and effort. A primary
advantage of this method is its directness: “the purpose is clear
and the responses straightforward.” Additionally, the
information gathered by surveys can easily be analyzed and
used to identify trends over time. The public views consumer
product polls and pollsters in a generally positive manner
compared to political and other polls. One study found that at
least sixty percent of the public feels that market research
about products and services has a positive impact on society.
Seventy percent consider the people who conduct such surveys
to have positive impacts on society.
A major disadvantage of customer surveys is that the responses
may be influenced by the measurement itself through various
forms of bias. For example, most surveys are voluntary, and
some researchers have found differences between survey
respondents and non-respondents. People who respond to
surveys answer questions differently than those who do not
respond, and late responders answer differently than early
responders.
 Chapter 2
LITERATURE REVIEW
LITERATURE REVIEW
Customer loyalty in service industries has received considerable
attention in both marketing and management theory and
practice. As customer loyalty may act as a barrier to customer
switching behaviour it has an impact on the development of a
sustainable competitive edge, (Keaveney, 1995; Gremler and
Brown, 1996). During past decades, customer satisfaction has
frequently been advanced to account for customer loyalty
(Newman and Werbel, 1973; Oliver and Linda, 1981; LaBarbera
and Mazursky, 1983; Bearden and Teel, 1983; Bitner, 1990;
Fornell, 1992; Anderson and Fornell, 1994; Dick and Basu, 1994;
Oliver, 1996). Here, an implicit theme is that positive
evaluations on the basis of expectancy disconfirmation of
service providers will instigate customers to favour them with
their patronage. However, the direct relationship between
customer evaluations of services and loyalty has remained
somewhat equivocal. For instance, Bloemer and Kasper (1995)
demonstrate that the satisfaction-loyalty relationship is not
simple and straightforward as the level of elaboration on the
part of the customer may act as a moderator between
satisfaction and loyalty. Furthermore, Oliva et al. (1992) argue
that the relationship between service satisfaction and loyalty is
non-linear, meaning that in case satisfaction increases above a
certain level, customer loyalty will increase rapidly. However, it
is also shown that loyalty remains unaffected over a relatively
large range of satisfaction levels that fall below that certain
level. In this paper, we investigate how two factors may have a
complementary impact on customer loyalty in relation to
varying levels of customer satisfaction; (1) value attainment and
(2) positive mood. Previous research in the context of work
experience and turnover intentions (George, 1991; Judge, 1993;
George and Jones, 1996) suggests that simultaneously
considering value attainment, job satisfaction and moods
results in a better understanding of the phenomenological
experience of work and its consequences for employee loyalty
towards the organisation. Based on the work of Heskett et al.
(1994) who propose that job satisfaction and customer
satisfaction are closely related, we attempt to test the model of
George and Jones (1996) from a mirror image perspective, i.e.
we focus on the role of value attainment and positive mood in
relation to the customer satisfaction-loyalty link in the service
profit chain.
 Chapter 3
COMPANY PROFILE
 COMPANY PROFILE
Tata Motors Limited

Type Public
BSE: 500570 (BSE SENSEX Constituent)
Traded as NSE: TATAMOTORS
NYSE: TTM
Industry Automotive
Founded 1945
Headquarters Mumbai, Maharashtra, India
Area served Worldwide
Key people Cyrus P. Mistry (2012–present)
Automobiles
Commercial vehicles
Coaches
Products Buses
Construction equipment
Military vehicles
Automotive parts
Automotive design, engineering
Services Vehicle leasing
Vehicle service
Revenue 2.625 trillion (US$39 billion) (2015)
Operating 260.0 billion (US$3.9 billion) (2015)
Income
Profit 128.2 billion (US$1.9 billion) (2015)
Total assets 2.345 trillion (US$35 billion) (2015)
Total equity 534.9 billion (US$7.9 billion) (2015)
Number of
Employees 76,500 (2015)
Parent TATA Group
Divisions Tata Motors Cars
Subsidiaries Jaguar, Land Rover
Tata Daewoo
Tata Hispano
Slogan Inspired by people
Website www.tatamotors.com
Tata Motors Limited, formerly known as TELCO (TATA
Engineering and Locomotive Company), was formed in 1945. A
Tata motor is the flagship company of the Tata Group with an
annual turnover of approximately US $ 20 billion (92519 crores)
for the year starting April 1st, 2009 to March 31st, 2010. More
than 5.9 billion Tata Vehicles ply on Indian roads making Tata a
dominant force in the Indian automobile industry. Its product
range covers passenger cars, multiutility vehicles, light,
medium, and heavy commercial vehicles for goods and
passenger transport.
7 out of 10 medium-heavy commercial vehicles bear the
trusted Tata mark. A Tata motor has the unique distinction of
giving India its first and only indigenously built passenger car.
The Tata Indica and the premium feature sedan-The Tata
indigo. The indica, launched in 1998, reached the 2,50,000 sales
mark within 52 months of launch. The phenomenal success of
these vehicles stands as a testimony of the company’s research
and engineering expertise.

PROFILE
TATA Motors was Established in 1945, Tata Motors entered into
a collaboration with Daimler Benz of Germany in 1954 to
manufacture commercial vehicles, the collaboration ended in
1969. A Tata motor has since grown from strength to strength.
A TATA motor is India’s premier and the only fully integrated
automobile manufacture. It is among the world’s top 10
commercial vehicle producers. Tata Motors Limited is India's
largest automobile company, with consolidated revenues of Rs.
92,519 crores (USD 20 billion) in 2009-10. It is the leader in
commercial vehicles in each segment, and among the top three
in passenger vehicles with winning products in the compact,
midsize car, and utility vehicle segments. The company is the
world's fourth-largest truck manufacturer and the world's
second-largest bus manufacturer.
Established in 1945, Tata Motors' presence indeed cuts across
the length and breadth of India. Over 5.9 million Tata vehicles
ply on Indian roads since the first rolled out in 1954. The
company's manufacturing base in India is spread across
Jamshedpur (Jharkhand), Pune (Maharashtra), Lucknow (Uttar
Pradesh), Pantnagar (Uttarakhand), and Dharwad (Karnataka).
Following a strategic alliance with Fiat in 2005, it has set up an
industrial joint venture with Fiat Group Automobiles at
Ranjangaon (Maharashtra) to produce both Fiat and Tata cars
and Fiat powertrains. The company is establishing a new plant
at Sanand (Gujarat). This is coupled with nationwide customer
support, sales, and service network.
Tata Motors, the first company from India's engineering sector
to be listed on the New York Stock Exchange (September 2004),
has also emerged as an international automobile company.
Through subsidiaries and associate companies, Tata Motors has
operations in the UK, South Korea, Thailand, and Spain. Among
them is Jaguar Land Rover, a business comprising the two iconic
British brands that were acquired in 2008. In 2004, it acquired
the Daewoo Commercial Vehicles Company, South Korea's
second-largest truck maker. The rechristened Tata Daewoo
Commercial Vehicles Company has launched several new
products in the Korean market, while also exporting these
products to several international markets. Today two-thirds of
heavy commercial vehicle exports out of South Korea are from
Tata Daewoo. In 2005, Tata Motors acquired a 21% stake in
Hispano Carrocera, a reputed Spanish bus and coach
manufacturer, and subsequently the remaining stake in 2009.
Hispano's presence is being expanded in other markets. In
2006, Tata Motors formed a joint venture with the Brazil-based
Marcopolo, a global leader in body-building for buses and
coaches to manufacture fully-built buses and coaches for India
and select international markets. In 2006, Tata Motors entered
into joint venture with Thonburi Automotive Assembly Plant
Company of Thailand to manufacture and market the
company's pickup vehiclesnin Thailand. The new plant of Tata
Motors (Thailand) has begun production of the Xenon pickup
truck, with the Xenon having been launched in Thailand in
2008.
Tata Motors is also expanding its international footprint,
established through exports in 1961. The company enjoys a
significant demand in export markets like Europe,
Australia,South East Asia, Middle East and Africa also. The
company’s vehicles are seen in over 70 countries now. It has
franchisee/joint venture assembly operations in Kenya,
Bangladesh, Ukraine, Russia, Senegal and South Africa.
With over 3,000 engineers and scientists, the company's
Engineering Research Centre, established in 1966, has enabled
pioneering technologies and products. The company today has
R&D centers in Pune, Jamshedpur, Lucknow, Dharwad in India,
and in South Korea, Spain, and the UK.
Customer-sensitive approaches towards building products and
state-of-the-art manufacturing facilities have given the
company a huge lead over its competitors. Today 7 out of every
10 medium and heavy commercial vehicles on Indian roads
bear the trusted Tata mark. Tata Motors’ presence in the utility
vehicles and passenger cars
market has been firmly established. In 1998, it launched India’s
first fully indigenized car, Indica, to the discerning consumer
and has been phenomenally successful. Tata motors is
consistently evolving in its offerings to the Indian automobiles
market.
In 2005, Tata Motors created a new segment by launching the
Tata Ace, India's first indigenously developed mini-truck.
In January 2008, Tata Motors unveiled its People's Car, the Tata
Nano, which India and the world have been looking forward to.
The Tata Nano has been subsequently launched, as planned, in
India in March 2009. A development, which signifies a first for
the global automobile industry, the Nano brings the comfort
and safety of a car within the reach of thousands of families.
The standard version has been priced at Rs.100,000 (excluding
VAT and transportation cost). Designed with a family in mind, it
has a roomy passenger compartment with generous leg space
and headroom. It can comfortably seat four persons. Its mono-
volume design will set a new benchmark among small cars. Its
safety performance exceeds regulatory requirements in India.
Its tailpipe emission performance to exceeds regulatory
requirements. In terms of overall pollutants, it has a lower
pollution level than two-wheelers being manufactured in India
today. The lean design strategy has helped minimize weight,
which helps maximize performance per unit of energy
consumed and delivers high fuel efficiency. The high fuel
efficiency also ensures that the car has low carbon dioxide
emissions, thereby providing the twin benefits of an affordable
transportation solution with a low carbon footprint.
In May 2009, Tata Motors introduced ushered in a new era in
the Indian automobile industry, in keeping with its pioneering
tradition, by unveiling its new range of world standard trucks
called Prima. In their power, speed, carrying capacity, operating
economy, and trims, they will introduce new benchmarks in
India and match the best in the world in performance at a
lower life-cycle cost.
CUSTOMER SATISFACTION
Whether the buyer is satisfied after purchase depends on the
offer’s performance in relation to the buyer’s expectations. In
general.
Satisfaction is a person’s feeling of pleasure resulting from
comparing a product’s perceived performance (or outcome) in
relation to his or her expectations.
As this definition makes clear, satisfaction is a function of
perceived performance and expectations. If the performance
falls short of expectations, the customer is dissatisfied. If the
performance matches the expectations, the customer is
satisfied. If the performance exceeds expectations, the
customer is highly satisfied or delighted.
Many companies are aiming for high satisfaction because
customers who are just satisfied still find it easy to switch when
a better comes along. Those who are highly satisfied are much
less ready to switch. High satisfaction are delight creates and
emotional bond with the brand, not necessary a rational
preference. The result is high customer loyalty.
From past buying experience, friend and associates advice and
marketers and competitors information and promises buyers
form their expectations. Some of today’s most successful
companies are raising expectations and delivering performance
to match. These companies are aiming for TCS-total customer
satisfaction. The key to generating high customer loyalty is to
deliver high customer value.
In addition to tracking customer value expectation and
satisfaction, companies need to monitor their competitor’s
performance in these areas. For example, a company was
pleased to find that 80 percent of it customers said they were
satisfied. Then the CEO found out that its leading competitors
attained a 90 percent customer satisfaction score. He was
further dismayed when he learned that this competitors was
aiming to reach a 95 percent satisfaction score.

Tools for Tracking and measuring customer satisfaction

Customer Studies show that although customer
Satisfaction are dissatisfied with one out of every
surveys four purchases, less than 5 percent of
dissatisfied customers will complain.
Most customers will buy less or switch
suppliers. Complaint levels are thu8s not
a good measure of customer
satisfaction. Responsive companies
measure of customer satisfaction
directly by conducting periodic surveys,.
They send questionnaires or make
telephone calls to a random sample of
recent customers. The also solicit
buyer’s views on their competitor’s
performances. While collecting
customer satisfaction data, it is also
useful to ask additional questions to
measure repurchased intention; this will
normally be high if the customer’s
satisfaction is high. It is also useful to
measure the likelihood or willingness to
recommend the company and brand to
others. A high positive word-of-mouth
score indicates that the company is
producing high customer satisfaction
Ghost shopping Companies Can Hire Persons To Pose As
Potential Buyers To Report On Strong
And Weak Points Experienced In Buying
The Companies And Competitors
Products. These mystery shoppers can
even these whether the company’s sales
personnel handle various situations well.
Thus, a mystery shopper can complain
about a restaurant’s food to test how
the restaurant handles this complaint.
Not only should companies hire mystery
shopper’s but managers themselves
should leave their offices from time to
time, enter company and competitors
sales situations where they are
unknown, and experience firsthand the
treatment they receive as “customers”.
A variant of this is for managers to
phone their own company with
questions and complaints to see how the
calls are handled.
Lost customer Companies should contract customers
analysis who have stopped buying or who have
switched to another supplier to learn
why this happened. When IBM loses a
customer, it mounts a thorough effort to
learn where it failed. Not only is it
important to conduct exit interviews
when customers first stop buying, it is
also necessary to monitor the customer
loss rate. If it is increasing this clearly
indicates that the company is failing to
satisfy customers.

For customer-centered companies, customer’s satisfaction is

both a goal and a marketing tool. Companies that achieve high
customer satisfaction ratings make sure that their target
market knows it.
When customers rate their satisfaction with an element of the
company’s performance-say, delivery-the company needs to
recognize that customers vary in how they define good
delivery. It could mean early delivery, on-time delivery, order
completeness, and so on. Yet if the company had to spell out
every element in detail, customers would face a huge
questionnaire. The company must also realize that two
customers can report being “highly satisfied” for different
reasons. One may be easily satisfied most of the time and the
other might be hard to please but was pleased on this occasion.
 Chapter 4
OBJECTIVES OF THE STUDY
OBJECTIVE OF THE STUDY
 To find the satisfaction level of the customer regarding
the service provided.
 To find out any drawbacks in the service delivery.  To
determine the performance of the company.
 To mark suggestions for promotional measures to
increase customer satisfaction.
 Chapter 5
Research Methodology
RESEARCH METHODOLOGY
The research will be done through the survey method. The
collection of data will be done through a questionnaire,
interview and related websites.
The sample size taken for this research is 100 customers.
The area of this survey consisted of Lucknow city.
The collection of data will be done with the help of a structured
questionnaire. The designing of the questionnaire needs
precision and classification of the subject so that the
respondents can easily understand the question and can
answer it sincerely and correctly.
Sources of Data
Primary data:-
Primary data consists of original information for
the specific purpose at hand. It is first-hand information for the
direct users of respondents. The tools used to collect the data
may vary and can be collected through various methods like
questionnaires, personal interviews.
Secondary data:-
Secondary data is the data which is already been
collected and assembled. This data is available with the
companies or firms and it can be collected from newspapers,
periodicals, magazines, websites etc.
1. Research Type:
Descriptive Research – Descriptive research has been
conducted as the primary data was studied and analyzed
according to the need of the study.

2. Data Collection Method: The method of data collection is

the questionnaire method.

3. Sample unit: Each respondent was considered as a single

unit in the survey.

4. Sample Size: The sample was done taking 100 units.

5. Collection Of Data: Mostly, the information which has been

collected is primary in nature. Some secondary data have
also been extracted from various websites, published
journals, magazines, and newspapers.

6. Data Analysis Method & tools: The data analysis instrument

used for conducting the research is Tabulation, Bar Chart,
Line Chart and Pie chart.

7. Area Selected: Survey was conducted in Lucknow City.

 Chapter 6
DATA ANALYSIS
&
INTERPRETATION
 DATA ANALYSIS

1. What made you to buy this vehicle?

Interpretation: 29% of the customer’s opted for Tata

vehicles based on the brand name, 23% based on the
model, 21% based on the quality, 14% based on other
 benefits and 13% based on the price. The brand name of
the TATA and the quality of the product should be taken
care of while providing service.

2. Are you satisfied about the explanation about the benefit /

features / warranty of the vehicle and the financial
schemes and the delivery procedure at the time of
purchase?
Interpretation: 76% of the customers are satisfied with
the explanation about the benefits, features, etc., at the
time of purchase, out of which 27% are very satisfied, also
12% are somewhat dissatisfied, so the company had to
made more effort to satisfy thdissatisfied customers.
3. How is the reception at the time of enquiry by the sales
personnel?

Interpretation: 42% of the customers are satisfied by the

reception of the sales personnel at the timeof enquiry, 30%
are very satisfied, 12 are delighted so the sales personnel are
performing their task quite efficiently. Also, there are 4% of
customers are somewhat dissatisfied and 12% had not
responded to the above question.

4.Are you satisfied with the time taken to open the job card
(work order).
Interpretation: 44% of the customers are very satisfied by
the time taken to open the job card,25% are satisfied, 23%
are delighted and 8% are somewhat dissatisfied.

5. Are you satisfied with the reception of the service advisor?

Interpretation:
As we see that 61% of the customers are more than just
satisfied by the reception of the service advisors, thus the
service advisors are performing their duties with perfection;
there are only 9% customers that are somewhat dissatisfied
from service advisors.

6. Are you satisfied with the facilities of the service station

like customer waiting room etc.,
 Interpretation:
51% of the customers are satisfied by the facilities of the
service station, 30% are very satisfied, and the valuable
suggestions can be taken from the unsatisfied customers to
improve the facilities.

7.Are the services being attended correctly to the relevant

complaint?
Interpretation:
85% of the customer’s say that the service is being attended
correctly to relevant complaints. Whereas 15% feel that the
service is not attended correctly to complaint.

8.Are you satisfied with the solutions to all the problems

reported by you?
Interpretation:
40% of the customers are very satisfied with the solutions to all
the problems reported by them, 34% are satisfied, 16% are
somewhat dissatisfied, 6% are delighted and 4% are very
dissatisfied. Thus 20% of the customers are not totally satisfied
with the solution for their problem thus the service advisor has
to provide most satisfactory solution.

9. Are you satisfied with the delivery made i.e., is the delivery
made in time as per the conditions desired by you from service
station.
Interpretation:
34% of the customers are satisfied with the delivery made from
the service station, 33% are very satisfied, 19% are somewhat
dissatisfied, 10% are delighted and 9% are very dissatisfied.
10. Are you satisfied with the explanation of the job done and
the bill at the time of delivery.

Interpretation:
41% of the customers are very satisfied with the explanation of
job done and bill at the time of delivery, 37% are satisfied, 12%
are somewhat dissatisfied and 10% are delighted.
Chapter 7
FINDINGS
FINDINGS
 29% of the customer opted for Tata vehicle based on the
brand name, 23% based on the model, 21% based on the
quality, 14% based on other benefits and 13% based on
the price.
 45% of the customers are satisfied with the explanation
about the benefits, features, etc., at the time of purchase,
27% are very satisfied, 12% very satisfied, 12% are
somewhat dissatisfied, 4% are delighted and 12% had not
responded to the above question.
 42% of the customers are satisfied by the reception of the
sales personnel at the time of the enquiry, 30% are very
satisfied, 12% are delighted, 4% are somewhat dissatisfied
and 12% had not responded to the above question.
 50% of the customers are very satisfied by the reception
of the service advisor, 30% are satisfied, 11% are
delighted and 9% are somewhat dissatisfied.
 44% of the customers are very satisfied by the time taken
to open job card, 25% are satisfied, 23% are delighted and
8% are somewhat dissatisfied.
 46% of the customers are satisfied by the attitude of the
service personnel, 28% are very satisfied, 40% are
somewhat dissatisfied, 11% are delighted and 1% very
dissatisfied.
 51% of the customers are satisfied by the facilities of the
service station, 30% are very satisfied, 11% are somewhat
dissatisfied and 8% are delighted.
 73% of the customers say that they are being informed if
any extra job is required to their vehicle. Whereas 27% of
the customers are not informed about the extra job
required for their vehicle.
 85% of the customer’s say that the service is being
attended correctly to relevant complaint. Whereas 15%
feel that the service is not attended correctly to relevant
complaint.
 40% of the customers are very satisfied with the solutions
to all the problems reported by them, 34% are satisfied,
16% are somewhat dissatisfied, 6% are delighted and 4%
are very dissatisfied.
 53% of the customers are very satisfied with the quality of
washing, 27% are satisfied, 12% are delighted, 7% are
somewhat dissatisfied and 1% is very dissatisfied.
 34% of the customers are satisfied with the delivery made
from the service station, 33% are very satisfied. 19% are
somewhat dissatisfied, 10% are delighted and 9% are very
dissatisfied 41% of the customers are very satisfied with
the explanation of job done and bill at the time of
delivery, 37% are satisfied, 12% are somewhat dissatisfied
and 10% are delighted.
 46% of the customers are satisfied with the general
appearance of the workshop, 40% are very satisfied, 8%
 are delighted, 4% are somewhat dissatisfied and 2% are
very dissatisfied.
 42% of the customers are satisfied by the labour and
spare parts charge, 42% are somewhat dissatisfied, 7% are
very satisfied, 6% are very dissatisfied and 3% are
delighted.
 Chapter 8
SWOT ANALYSIS
SWOT Analysis of Tata Motors with USP, Competition, STP
(Segmentation, Targeting, Positioning) - Marketing Analysis
 Chapter 8
RECOMMENDATION
 RECOMMENDATION
 Prompt delivery of the vehicle should be made.
 Top priority must be given to taxes and long-distance
vehicles than local vehicles.
 Facilities like A/C. Newspapers, Drinking water and
weeklies must be provided and they must be up to the
standards in the customer waiting room.
 A separate phone must be made available to deal with
customers to inform them whether the service station is
ready to accept their Vehicles for service
 The organization must appoint persons to deal with the
customers by phone and to explain to the customers
about the job done at the time of delivery.
 Shelter must be there while going through the job card.
 The organization must instruct the workers not only to
consider the job card they must also go through the
vehicle and if they find and things extra jobs to be done
them they must inform the owner and they must entire it
in job card and then go through the work.
 Labour charges should be decreased
 Service reminders should be sent regularly
 Billing should be made faster.
 Chapter 9
LIMITATIONS