STUDY ON CUSTOMER SATISFACTION LEVEL

STUDY ON CUSTOMER SATISFACTION LEVEL

 

CHAPTER 1

PREFACE

 

 

 

 

 

 

 

 

 

 

 

• INTRODUCTION

 

Customer satisfaction is the measure of how the needs and responses are collaborated and delivered to excel customer expectation. It can only be attained if the customer has an overall good relationship with the supplier. In today’s competitive business marketplace, customer satisfaction is an important performance exponent and basic differentiator of business strategies. Hence, the more is customer satisfaction; more is the business and the bonding with customer.

Customer satisfaction is a part of customer’s experience that exposes a supplier’s behavior on customer’s expectation. It also depends on how efficiently it is managed and how promptly services are provided. This satisfaction could be related to various business aspects like marketing, product manufacturing, engineering, quality of products and services, responses customer’s problems and queries, completion of project, post delivery services, complaint management etc.

Customer satisfaction is the overall essence of the impression about the supplier by the customers. This impression which a customer makes regarding supplier is the sum total of all the process he goes through, right from communicating supplier before doing any marketing to post delivery options and services and managing queries or complaints post delivery. During this process the customer comes across working environment of various departments and the type of strategies involved in the organization. This helps the customer to make strong opinion about the supplier which finally results in satisfaction or dissatisfaction.

 

Customer’s perception on supplier helps the customer choose among the supplier on basis of money value and how well the delivered products suit all the requirements. The supplier’s services never diminishes after the delivery as customer seeks high values post marketing services which could help them use and customize the delivered product more efficiently. If he is satisfied with the post marketing services then there are good chances for supplier to retain the customers to enhance repeated purchases and make good business profits.

It is necessarily required for an organization to interact and communicate with customers on a regular basis to increase customer satisfaction. In these interactions and communications it is required to learn and determine all individual customer needs and respond accordingly. Even if the products are identical in competing markets, satisfaction provides high retention rates. For example, shoppers and retailers are engaged with frequent shopping and credit cards to gain customer satisfaction, many high end retailers also provide membership cards and discount benefits on those cards so that the customer remain loyal to them.

Higher the satisfaction level, higher is the sentimental attachment of customers with the specific brand of product and also with the supplier. This helps in making a strong and healthy customer-supplier bonding. This bonding forces the customer to be tied up with that particular supplier and chances of defection very less. Hence customer satisfaction is very important panorama that every supplier should focus on to establish a renounced position in the global market and enhance business and profit.

 

 

 

 

1.2  BACK GROUND OF THE STUDY

 

This study is conducted at Honda service center located in Cochin City. Honda customers are going to be targeted for collecting required data for this study through pure survey method.

At Honda service center they have been carrying out lot of operations for improving customer satisfaction level. This study will check the effectiveness of such operations provided at Honda service center.

 

1.3  RATIONALE OF THE TOPIC

 

Customer satisfaction improving operations doesn’t just impact the business’ bottom line, it also impacts team morale and retention rate. While our business might survive within angry, single-purchase customers, only businesses with a focus on customer satisfaction will thrive. Customer satisfaction is the difference between surviving and thriving.

 

Customer satisfaction operations are keys in creating a long-term relationship with our customers. If we think back to the dating analogy, going through the sales process is just like wooing our prospect to turn them into a customer.

 

 

 

 
1.4 OBJECTIVE OF THE PROJECT STUDY

• To study the customer satisfaction level improving operations provided at Honda service center
• To study the effect of customer satisfaction level improving operations provided at Honda service center
• To understand the draw backs of customer satisfaction level improving operations provided at Honda service center
• To understand the improvement required in customer satisfaction level improving operations provided at Honda service center

 

1.5  SCOPE OF THE STUDY

• The scope of the study started with a pre inspection at study site for understanding the feasibility of the study.
• Planning of the study
• Preparation of data collection formats and documents
• Collection and analysis of data
• Preparation of study report

 

 

 

 

1.6  RESEARCH METHODOLOGY

1.6.1 RESEARCH DESIGN                CONCEPT

 

SELECTION OF TOPIC

DISCUSSION WITH  GUIDE

IDENTIFICATION OF ORGANIZATION

 

DISCUSSION         WITH  GUIDE

PREPARATION AND DECISION ABOUT

                                            DATA COLLECTION TOOLS

 

 

 

DISCUSSION         WITH     GUIDE

COLLECTION OF DATA

 

 

 

SEGREGATE AND ANALYZE THE DATA

 

PREPARE DRAFT STUDY REPORT

 

 

DISCUSSION      WITH  GUIDE

 

 

PREPARATION OF FINAL REPORT

                                                AND SUBMISSION

 

 

1.6.2  NATURE AND SOURCE OF DATA TO BE COLLECTED

 

Nature of data is purely on site survey, data collected through survey method.

 

Source of data was customers of Honda those who are visiting Honda service center

 

 

1.6.3  SAMPLE & SAMPLE TECHNIQUE

Sample considered for this study is 100 customer of Honda

Survey using questionnaire is the technique used for collecting required data for this study.

 

1.6.4 TOOL AND TECHNIQUE USE FOR DATA COLLECTION

 

Tools used for collecting data is questionnaire

Direct interaction, observation and reference techniques used for collecting data

 

1.6.5 DATA HANDLING AND ANALYSIS

Collected data are tabulated using Excel sheet and MS word formats

Suitable charts are used for analyze the data

 

 

 

 

1.7  LIMITATION OF THE PROJECT STUDY

 

 

Every project has its own limitations, so as this study too. Some of the limitations of the project are: –

 

• Time limitation prevented for a vast study
• This study was conducted only refer with the customers of Honda
• Bias may entered in data due to improper answering of questions by some customers.
• Some customers were not answered some questions that affect the accuracy of the data.
• Some assumptions were taken during data analysis

 

5.1 FINDINGS

• Customers have good opinion about the location of the service center. Even though 5% of the customers are not satisfied this is negligible.
• Overall service process of Honda looks good to the customers. 48 % of the customers gave good opinion. It is to be noted that 9 % of the customers have excellent opinion and 22 % have very good opinion.
• Approach of service advisors is very critically for Honda like service industry. About 18% of customers have very good opinion, 53% of customers have good opinion and 22 % customers are satisfactory regarding service advisors approach. 2 % customers are not satisfactory.
• Honda customers have very good opinion about the service facility. 3 % of the customers have excellent opinion, 32 % have very good opinion, 39 % have good opinion and 23 % are satisfactory. 3 % are not satisfactory.
• 3% of the customers have excellent opinion about delivery time after service, 20 % of customers have very good opinion, 42 % of customers have good opinion, 33 % of customers are satisfactory and 2 % customers are not satisfactory
• About service quality of Honda, customers have good opinion, 18% of customers said it is very good, 42 % said it is good, 36% said it is satisfactory. But 2 % of customers are not satisfactory.
• Looking into the Loyalty and Advocacy. 16 % of customers said it is very good, 44 % said it is good, 35 % customers are satisfactory about this and 5 % customers are not satisfactory.

 

 

• Lets us look into the overall service experience of customers with 3 % gave excellent opinion. 23 % of the customers gave very good opinion, 41 % said it is good. 31 % of customers are satisfactory and 2 % are not satisfactory.
• If we look into the value of service offering. Customers are almost satisfactory. 17 % of the customers said it is very good, 36 % of customers said it is good and 42 % have satisfactory opinion.
• 5% of customers have excellent, 20 % of customers have very good, 38% of the customers have good opinion about the level of meeting customer expectation and satisfaction level. 32 % customers are satisfactory about this and 5 % are not satisfactory.

 

 

 

 

 

 

 

 

 

 

 

5.2 SUGGESTIONS

 

 

Survey of any topic ends with noted suggestions. Following are the suggestions for this project study:

 

• Honda should increase the number of incentives provide to the customer i.e. discount to overcome expensive service charges.

 

• Satisfied customer will continue to purchase again in the future but dissatisfied will stop purchasing from Honda & are likely to spreads the word among friends. So Honda must work to satisfy the customer who have not visit   Honda   service center after competition of free services.

 

• Before introduce any new facilities in after sales service Honda should meet existing customer & ask for their opinions.

 

• Honda even think about to run award programs to recognize the best performing & outstanding employees.

 

 

 

 

 

 

 

• Honda can achieve 100% success in customer’s satisfaction in term of after sales service, if they will motivate their employees with handsome incentives & reward for creating customer delight. Many global automotives giant are practicing this marketing strategy these days. For example –  Honda may set aside a special fund of Rs. 100,000 for those customers who complain regarding the service [scooters]. If any customers complain, then after paying the actual amount whatever is left is distribute the remaining amount equally among the employees. This means that if no one complains, then Rs. 100,000 will be equally distributed among the staff members. If there are 100 employees, then each one will get Rs. 1000 more in their salary. This will definitely motivate the employees to 1005 satisfy customer & create customer delight.

 

• Honda have to think carefully on its labors charges price cut off will enable a huge market share & it will force the customer’s to switch off to other service provider.

 

 

 

 

 

 

 

 

5.3 CONCLUSION

 

Companies can outperform competition only if they can go about winning customers by meeting & satisfying customer needs especially after sales and service operation. Many Customer centered companies are directing their goals towards the after sales service – A flourishing marketing tools to win customers. Explore the new avenues in marketing by increasing the customer database. Typically the underlying message of this service approach is to suggest that using the Honda after sales and service operation will help to raise satisfaction.

 

 

 

 

 

 

 

 

 

 

 

 

BIBLIOGRAPHY

 

 

Books

 

• Philip Kotler, Marketing Management (11^th Edition) Peason Education, New Delhi. [Page no. 58]

 

 

• Nargundkar Rajendra  (2005),  Marketing  Research,  Tata  McGraw-Hill, New Delhi.

 

 

 

• Donald R. Copper Pamela S. Schinler Business Research Methods [8^th Edition] McGraw-Hill, New Delhi. [Page no. 64, 65, 81,146,663]

 

 

 

• Richard M. Hill, Ralph S. Alexander, James S. Crisis, Industrial Marketing (4^th Edition) Publication AITBS. [page no 188]

 

• Thompson Strickland, Strategic Mgt. Concepts & Cases (12^th Edition) Publication Tata McGraw Hill Edition. [Page no. 143-144]

 

 

 

• Thomas L. Wheelen, David Hunger, Kish Rangarajan Strategic Mgt. & Business Policy Publication Pearson Education [page no 86]

 

 

Website

 

• surfindia.com/automobile/industrygrowth.html

 

• indiamart.com/production.html

 

 

 

 

 

 

QUESTIONNAIRE

INITIATING   THE   SERVICE   VISIT 

1. Appointment  received  as  per  desired  time

• Definitely would
• Probably would
• Definitely would not
• Probably would not

2. Service  center  notified  for  routine  maintenance

• Definitely would
• Probably would
• Definitely would not
• Probably would not

3. Ease  of  arranging  service visit

• Excellent
• Very good
• Good
• Satisfactory
• Not satisfied

4. Timeliness of  hand  over  process

• Excellent
• Very good
• Good
• Satisfactory
• Not satisfied

5. Vehicle picked  up  and  dropped  at  your  place ( within 10 kms from the service centre)

• Definitely would
• Probably would
• Definitely would not
• Probably would not

 

 

6. Hostess  attended  within  a  reasonable  period  of  time  on  arriving  at  service  center

• Definitely would
• Probably would
• Definitely would not
• Probably would not

 

 

 

7. Flexibility to  accommodate  your  schedule

• Excellent
• Very  good
• Good
• Satisfactory
• Not satisfied

8. Overall experience  of  getting  your  vehicle  in  for  service

• Excellent
• Very good
• Good
• Satisfactory
• Not satisfied

 

REGARDING   SERVICE   ADVISOR

1. Paid   attention  to  details

• Definitely would
• Probably would
• Definitely would not
• Probably would not

2. Placed protective  material  in   vehicle

• Definitely would
• Probably would
• Definitely would not
• Probably would not

 

3. Reviewed work  done  on  the  vehicle  with  you

• Definitely would
• Probably would
• Definitely would not
• Probably would not

4. Kept you informed  of  the status  of  your  vehicle

• Definitely would
• Probably would
• Definitely would not
• Probably would not

5. Greeted you  on  reaching  at  the   work  shop

• Definitely would
• Probably would
• Definitely would not
• Probably would not

 

 

6. Provided a  copy  of  the service  or  repair  form  before  the work  was  started

• Definitely would
• Probably would
• Definitely would not
• Probably would not

7. Provided helpful  advice

• Definitely would
• Probably would
• Definitely would not
• Probably would not

8. Knew your  vehicles  service  history

• Definitely would
• Probably would
• Definitely would not
• Probably would not

 

9. Service work  to  be  performed  was  fully  explained  before  the  work  was  started

• Definitely would
• Probably would
• Probably would not
• Definitely would not

 

SERVICE AND OPERATION  FACILITY  

1. Refreshment offered,  while  waiting  in  workshop

• Definitely would
• Probably would
• Definitely would not
• Probably would not

2. Is the  service  center  open  on  weekends

• Definitely would
• Probably would
• Definitely would not
• Probably would not

3. Comfort and cleanness of waiting  area

• Excellent
• Very good
• Good
• Satisfactory
• Not satisfied

 

 

4. Convenience of  location

• Excellent
• Very good
• Good
• Satisfactory
• Not satisfied

 

WHEN   PICKING   UP   YOUR   VEHICLE   AFTER   SERVICE

1. Vehicle  delivered  when  originally  promised

• Definitely would
• Probably would
• Definitely would not
• Probably would not

2. Notified of  any  delays  in  advance

• Definitely would
• Probably would
• Definitely would not
• Probably would not

3. Explanation given  for  service  charges

• Definitely would
• Probably would
• Definitely would not
• Probably would not

4. Notified of  any  issue  or  work  that  may  be  needed  in  future

• Definitely would
• Probably would
• Definitely would not
• Probably would not

5. Timeliness of  the  vehicle  delivery  process

• Excellent
• Very good
• Good
• Satisfactory
• Not satisfied

6. Helpfulness of  staff  while  picking  up  your  vehicle

• Excellent
• Very good
• Good
• Satisfactory
• Not satisfied

 

 

7. Informed when  the  service  or  repair  got  completed

• Definitely would
• Probably would
• Definitely would not
• Probably would not

8. Explanation given  for  actual  work  performed  on  vehicle

• Definitely would
• Probably would
• Definitely would not
• Probably would not

9. Informed  when  to  schedule  your  next  service  visit

• Definitely would
• Probably would
• Definitely would not
• Probably would not

10. Fairness  of  the  charges

• Excellent
• Very good
• Good
• Satisfactory
• Not satisfied

11. Overall  experience  of  picking  up  your  vehicle

• Excellent
• Very good
• Good
• Satisfactory
• Not satisfied

SERVICE AND OPERATION QUALITY

1. Work done right the first time

• Definitely would
• Probably would
• Definitely would not
• Probably would not

2. Washing facility in the service station

• Excellent
• Very good
• Good
• Satisfactory
• Not satisfied

 

 

3. Service workshop completed all the works requested by you

• Definitely would
• Probably would
• Definitely would not
• Probably would not

4. Were you contacted after the service to see if the work was performed to your satisfaction?

• Definitely would
• Probably would
• Definitely would not
• Probably would not

5. Thoroughness of work performed

• Excellent
• Very good
• Good
• Satisfactory
• Not satisfied

 

 

6. Condition of the vehicle after service

• Excellent
• Very good
• Good
• Satisfactory
• Not satisfied

LOYALITY AND ADVOCACY

1. Recommend the service center to a friend or relative

• Definitely would
• Probably would
• Definitely would not
• Probably would not

2. Go back to this facility for service/repair

• Definitely would
• Probably would
• Definitely would not
• Probably would not

 

 

 

 

YOUR OVERALL SERVICE AND OPERATION EXPERIENCE

1. Overall service experience when compared to your expectation

• Excellent
• Very good
• Good
• Satisfactory
• Not satisfied

2. Overall quality and reliability of service

• Excellent
• Very good
• Good
• Satisfactory
• Not satisfied