A

PROJECT REPORT

ON
“A Study of Customer Satisfaction at Sanjay
Automobile Engineers (Sanjay Hyundai) Pvt. Ltd
Bhosari”

Submitted to Savitribai Phule Pune University

In the Partial Fulfilment of requirement of the award of Degree of

MASTER OF BUSINESS ADMINISTRATION

SUBMITTED BY

Mr. AKSHAY VASANT WAGH

MBA III SEM

PRN NO.-

Under the Guidance of

Prof. Dr. Varsha Bihade

Director, Dr. D. Y. Patil Educational Academy’s

D.Y. Patil Institute of Management, Ambi.

Sr. No. 124&126, Talegaon-Dabhade Tal. Maval Dist. Pune-410507

Batch (2016-2018)
 ACKNOWLEDGEMENT

I am thanking to Sanjay Automobile Engineers Pvt. Ltd for providing me an opportunity to

work with the mind make a wonderful project. I am also very thankful to the Assistant General
Manager and Marketing manager, Mr. Shashikant Hande, who helped me throughout the project.

I am highly grateful and thankful to my Director and my project guide Prof. Dr. Varsha Bihade
for helping me in completion of my Summer Internship Project. Without their support this project
would have not become a reality. They have helped me throughout the project. I am indebted to
them for extending me all cooperation and patronage while completing the project. They have been
wonderful supporters and continuous motivators for me who helped me in turning my ordinary
project into an excellent one.

I thank the teaching fraternity of D. Y. Patil Institute of Management, Ambi for their guidance and
suggestions which improved the quality of the project.

At this moment I also thank almighty God for the blessings showered upon me, as well as my
parents for their financial support and care and for their valuable suggestion.

DATE: AKSHAY WAGH

Place: Pune
 GUIDE CERTIFICATE

This is to certify that the Project Report titled " A Study Of Customer SatisfactionPracticed”
which is being submitted herewith for the award of the degree of Master of Business Administration
of Savitribai Phule Pune University is the result of the original research work completed by
Akshay Wagh under my supervision and guidance and to the best of my knowledge and belief the
work embodied in this Project Report has not formed earlier the basis for the award of any degree
or similar title of this or any other University or examining body.

Place : Pune Prof. Dr. Varsha Bihade

Date : Project Guide

 INDEX

SR. No Contents Page. No

1 INTRODUCTION
1. Objectives of the Study
2. Need of the Study
3. Scope of the Study
4. Timeline of the Study
5. Limitations of the Study
2 ORGANISATION PROFILE
3 THEORETICAL BACKGROUND
4 RESEARCH METHODOLOGY
5 DATA ANALYSIS &
INTERPRETATION
6 OBSERVATION & FINDINGS
7 SUGGESTIONS &
RECOMMENDATION
8 CONCLUSION
9 BIBLIOGRAPHY
10 ANNEXURE – QUESTIONNIRE

List of Tables

List of Charts
Sr.N0 Table no Table name Page no

Table showing the number of people who possessed

1 5.1
a car.

2 5.2 Table showing the Source of Awareness.

Table showing how respondent find the Ambience of

3 5.3
the showroom
Table showing the staff responsiveness towards the
4 5.4
customer at showroom.
Table showing the time taken by receptionist in
5 5.5
attending customer call
Table showing sales executive role in explanation the
6 5.6
features of the cars to customer
Table showing the respondent opinion about the
7 5.7
process involved in providing financial facilities
Table showing availability of Colour variants for
8 5.8 customer in the showroom.

Table showing respondent likeliness in suggesting to

9 5.9
other friends & relatives
Table showing the reason for suggesting the
10 5.10
showroom to others
Table showing the customer opinion about the
11 5.11 equipment’s efficiency in the showroom for the
purpose of maintenance of the cars.
Table showing any inconvenience felt by customer
12 5.12 after leaving their car for service.
Sr.N0 Table no Table name Page no

Table showing whether the customer had raised any

complaints against the problem faced by him/her to
13 5.13
the management.

14 5.14 Table showing reasons for complaining.

Table showing whether the problem was cleared by

15 5.15 the management or not

Table showing duration to solve the issue by the

16 5.16
management.
Table showing how the customers rate the service
17 5.17
after sale.
Table showing regarding overall all experience of the
18 5.18
customer with this showroom
LIST OF CHARTS

Sr.N0 Chart no Chart Name Page no

Chart showing the number of people who possessed

1 5.1
a car.

2 5.2 Chart showing the Source of Awareness

Chart showing how respondent find the Ambience

3 5.3
of this showroom

Chart showing the staff responsiveness towards the

4 5.4
customer at showroom

Chart showing the Time taken by receptionist in

5 5.5
attending a customer call

Chart showing the Sales executive role in explaining

6 5.6
the features of car to customer

Chart showing the respondent opinion about the

7 5.7
process involved in providing financial facilities.

Chart showing availability of Colour variants for

8 5.8
customer in the showroom.

Chart showing respondent likeliness in suggesting to

9 5.9
other friends & relatives.

Chart showing the reason for suggesting the

10 5.10
showroom to others.

Chart showing the customer opinion about the

11 5.11 equipment presence in the showroom for the purpose
of maintenance of the cars.

Chart showing any inconvenience felt by customer

12 5.12
after leaving their car for service.
Sr.N0 Chart No Chart Name Page no

Chart showing whether the customer had raised any

complaint against the problem faced by him/her to
13 5.13
the management.

Chart showing reasons for complaining.

14 5.14

Chart showing whether the problem was cleared by

15 5.15 the management or not.

Chart showing duration to solve the issue by the

16 5.16
management.
Chart showing how the customer rates the service
17 5.17
after sale.
Chart showing regarding overall all experience of the
18 5.18 customer with this showroom.
Executive summary

This internship as per the requirement of the MBA not only fulfils that very requirement but has
also developed me personally by getting myself acquainted with how the automobile industry
business regulates. This program has enhanced the skill and enthusiasm of the students as they
get knowledge of the business environments and to learn different aspects of working mechanism
that prevail in the organizations. Most of the subject learned during the MBA has been well
implemented during this internship program.

During this internship period I was introduced to the organizational structure and overall
functioning of the organization. I was the trainee staff to organization; I conducted research on
Customer Satisfaction.
 Chapter.1

INTRODUCTION
INTRODUCTION

The changing business environment is characterized by economic liberation, increasing

competition, high consumer choice, demanding customer, more emphasis on quality and value of
purchase etc.

All these changes have made today’s producer shift from traditional marketing to modern
marketing. Modern marketing calls for more than developing a product, pricing it, promoting it
and making it accessible to target customer. It demands building trust, a binding force and value
added relationship with the customers.

The process of developing a cooperative and collaborative relationship between the buyer and
seller is called Customer Satisfaction.

 CUSTOMER SATISFACTION:
The word “satisfaction” come from the Latin words ‘sati’s’ (enough) and ‘facere’ (to do
or make). These words suggest the true satisfaction, which is fulfilment. Managerially,
fulfillment usually translate solve the problem & satisfying the customers is not enough. To
produce high level of loyalty, businesses need to move beyond more satisfaction, to customer
delight.

 DEFINITION OF CUSTOMER:

DEFINITION 1: According to Shri. Mohandas Karamchand Gandhi, the father of nation,“A

customer is not an outsider to our business. He is a definite part of it. A customer is not an
interruption of our work. He is the purpose of it. A customer is doing us a favor by letting us
serve him. We are not doing him any favor. A customer is not a cold statistic; he is a flesh and
blood human being with feelings and emotions like our own. A customer is not someone to argue
or match wits with. He deserves courteous and attentive treatment. A customer is not dependent
on us. We are dependent on him. A customer brings us his wants. It is our job to handle them
properly and profitably – both to him and us. A customer makes it possible to pay our salary,
whether we are a driver, plant or an office employee.”

DEFINITION 2: PeterDrucker, Awell-known management expert, defined customers as: A

person who purchases the product from the marketer or from the retailer or from the wholesaler.
DEFINITION 3: John marsh, Director General, British Institute of management, defines
customer as: A person or organization that a marketer believes will benefit from the goods and
services offered by the marketer’s organization. As these above definitions suggest, a customer is
not necessarily someone who is currently purchasing from the marketer. In fact, customers may
fall intone of three customer groups:

IMPORTANCE OF CUSTOMER SATISFACTION:

A customer is satisfied only when he is getting quality product and quality service which he
perceives. If a company is able to provide both, this will lead to customer satisfaction. A satisfied
customer will develop loyalty towards the company and will buy product of same company again
and again. At the same time he will recommend company’s product to others. This will
help company in getting new customers. As a result company’s sale will increase and profits will
rise. Dissatisfied customer on an average will tell 12 others not to buy a product of the company.
With internet and other information technology tools this number could go up to 10,000.This will
affect the image of the company and will result in loss of sale and profit. The cost of acquiring
new customer is 5 times more than keeping the old one. The old customer will remain with a
company only if they are satisfied with the services provided by the company. If a customer has a
major complaint, 91 % of such customers will not buy from the company again. If the problem is
resolved quickly, 82 % of them will return. So a company should see that it is able to meet
expectations of each and every customer and should not delay in solving customer’s complaint.

PROCESS OF CUSTOMER SATISFACTION:

Customer Satisfaction Process - Five Steps
Step 1 – Understanding Customer Expectations
Step 2- Promises to Customers
Step 3 – Execution
Step 4 - Ongoing Dialog with a Customer
Step 5 - Customer Satisfaction Surveys
1.1 OBJECTIVES OF THE STUDY

The main objective of the project is to study and understand the key service parameters of
Customer Satisfaction and reflect upon the low performing areas “Sanjay Hyundai Ltd.”

Objectives in Detail:

1. To understand the parameters of Customer Satisfaction with respect to Sanjay Hyundai

Showroom.

2. To study the customer satisfaction level about the hospitality, infrastructure and service.

3. To identify the customer expectation of Hyundai Product

1.2 NEED FOR THE STUDY

Increasing competition, ever growing market, easy availability of the finances and increasing
population of young executives, with huge disposable incomes, over the past few years has
substantially increased the sales in the automobile industry. Also, the competition among the
dealers of the products has increased with each trying to maximize their customer base. This
makes it imperative for the dealers to provide the best of the services and exceed the customer
expectations to achieve customer delight and loyalty.

The study tries to understand the key service parameters and reflect upon the dysfunctional areas,
thus providing the dealer with an insight into the level of customer satisfaction and changing
trends of the customer expectations.
1.3 SCOPE OF THE STUDY

The scope of the study is to identify the Customer Satisfaction levels towards "Sanjay
Hyundai Limited". The study was conducted for a period of 8 weeks covering various places
in Pune. Primary data was collected from customers. Secondary data was collected from
company manuals, magazines and websites and so on.

The study gathers information about the customer's relation maintaining in various full range
of Hyundai vehicles from EON (passenger car) to Creta (SUV) level in regard to Quality of
service, safety Tips, fuel saving tips, driving tips etc. Customer care service and other values
added services provided by the company. It is aimed at enlightening the company about
different steps to be taken up to increase the share of Hyundai motor company limited with
regard other competitors and also to make the company to provide better customer services.

1.4 TIMELINE OF THE PROJECT

Project Name : A Study of Customer satisfaction

Company Name : Sanjay Automobile Engineers Pvt. Ltd
Industry Type : Automobile
Duration : 60 Days

This internship as per the requirement of the MBA not only fulfils that very requirement but
has also developed me personally by getting myself acquainted with how the automobile
industry business regulates. This program has enhanced the skill and enthusiasm of the
students as they get knowledge of the business environments and to learn different aspects of
working mechanism that prevail in the organizations. Most of the subject learned during the
MBA has been well implemented during this internship program.

During this internship period I was introduced to the organizational structure and overall
functioning of the organization. I was the trainee staff to organization; I conducted research
on Customer Satisfaction.
1.5 LIMITATIONS OF THE STUDY

The study is subjected to the following limitations

1. A portion of the responds contacted were no precise and genuine in giving their
opinion.

2. If accidently they had badly, experience at one instance, they would work very poor.

3. To measure the exact level of customer relation the sample size was small.

4. Short time period was inadequate for conducting detailed study among the customers.

5. The sample size was limited up to 65 customers.

6. The study was restricted to Pune area only.

 Chapter 2
ORGANISATION
PROFILE
 Hyundai Motor India Limited

Type Subsidiary

Industry Automotive

Founded May 6, 1996

Headquarters Chennai, Tamil Nadu, India.

Key people Mr. Y. K. Koo (CEO)

Products Automobiles

Parent Hyundai Motor Company

Website www.hyundai.co.in
About Hyundai Motor India Limited

Hyundai Motor India Limited is a wholly owned subsidiary of the Hyundai Motor Company
in India. It is the second largest automobile manufacturer in India. Hyundai Motor India
Limited was formed on 6 may 1996 by the Hyundai Motor Company in South Korea.

HMIL’s first car, the Hyundai Santro was launched on 23 September 1998 and was a runaway
success. Within a few months of its inception HMIL became the second largest automobile
exporter in India.

HMIL Presently markets 10 models. Some of them are listed below –

 Eon
 Grand i10
 Xcent
 Elite i20
 i20 Active
 Verna
 Elantra

History of Sanjay Automobile Engineers

Sixty years is a long time in any industry, more so in the automotive world. The intervening
years have seen the automotive scene in India grow by leaps and bound with changes and
upheavals aplenty, the arrival of new players and the building of reputations from the ground
up. Reputations built on honest engineering, value for money and an unstinted attention to
quality. None of which would matter if the actual service on the ground especially at dealer
points weren't up to the mark. It is this dedication to service and the maintenance of highest
levels of customer satisfaction that have been the platform of Sanjay Automobile Engineers
Pvt. Ltd expansion and success.

Sanjay Automobile Engineers can trace its roots back to the Standard Garage set up by
current Director Charles Sunder Christian in 1954 while still in his teens. From modest
beginnings the Standard Garage built a reputation as the finest all-purpose service center and
body shop in all of Aurangabad. This was the only facility in that city to cater to all the needs
of imported vehicles as well as heavy commercial vehicles in addition to performance tuning
cars and bikes that went on to win many a local race.

In 1968 the firm shifted to Pune and changed name to Sanjay Automobile Engineers. Located
in the heart of Pune at Wellesley Road, this workshop is still functional today and works on
cars across the board.

To keep pace with the ever increasing volume of cars in Pune a state of the art facility was
inaugurated at M.I.D.C Bhosari in 1993. This facility was equipped with the very latest in
repair and diagnostic equipment in the country and staffed by the finest mechanics in Pune.

Soon enough this facility earned a reputation of delivering previously unheard of levels of
customer satisfaction in Pune. Within a year they were approached by TELCO to carry out
authorized service on their range of vehicles. Shortly afterwards Sanjay Automobile
Engineers was rated as one of the best TELCO Authorized Service Centres in the country.

When Mercedes-Benz began their India operations from the TELCO facilities in Pune Sanjay
Automobile Engineers became the first Mercedes-Benz Authorized Service
Centers and Delivery Point in Pune. Work ranging from pre delivery inspection to routine
maintenance using the very latest Mercedes-Benz diagnostic equipment to accident damage
including denting and painting to the highest German standards was undertaken. In fact the
very first Mercedes-Benz car to be delivered in India was through the Bhosari showroom and
to none other than Bajaj Auto Chairman Mr. Rahul Bajaj.

The reputation gained in excellent service of TELCO vehicles for over six years spread far
and wide and led to Hyundai Motors India Limited inviting the firm to set up the first
Hyundai dealership in Pune.

In 1998 a state of the art Hyundai showroom was set up at Bhosari followed by a similar
showroom in 2002 at Solapur. Today Sanjay Hyundai is one of the leading Hyundai
dealerships in the country with two fully fledged 3S facilities (Sales, Service & Spares) in
Pune and Solapur and 4 Service Workshops in Pune and PCMC.

Highly trained technicians working on the most sophisticated equipment in the business staff
the workshops at both Pune and Solapur. Considerable impetus is given to speedy delivery of
cars and to that aim a fully automated car wash and wax facility has been set up at Pune that
works at 10-times the speed of manual service centers. In fact Sanjay Hyundai is the only
Hyundai dealership to boast of such a facility in Maharashtra.

A fully equipped mobile service vehicle is on standby round the clock to cater to any
eventuality. Customers are offered various convenient options for servicing their cars
including free home pickup and delivery service. Premium car customers are even offered the
use of a courtesy car.In recognition of our outstanding service standards and innovative
marketing strategies Hyundai Motor India Ltd have conferred a number of awards on Sanjay
Hyundai. Notable among them is the :

Sanjay Automobile Engineers Pvt. Ltd is managed full time by its Directors Mr. C.S
Christian, David Christian and Managing Director - Mr. Sunil Christian along with their
dedicated team professional trained managers.

Honesty, integrity, dedication to quality and ensuring the very highest standards of service
delivered in a timely manner are the benchmarks of Sanjay Automobile Engineers Pvt. Ltd.

Awards:
 National Award SSI Top Performer.
 Regional Best Upgraded Facility.
 Service Excellence Award.
 Service Marketing Award.
 Hyundai Advantage Top Performance Award.
 Hyundai Elite Dealer
 Hyundai Platinum Club Dealer

Products :
Hyundai Verna
 Hyundai Tucson

Hyundai Elantra

Hyundai i20 Active.

 Hyundai Creta

Hyundai Elite i20

Hyundai EON
 Hyundai i10

Hyundai Santa Fe

Hyundai Xcent
 Hyundai Grand i10

SWOT ANALYSIS OF THE SANJAY HYUNDAI

SWOT analysis of the Sanjay Hyundai Company identifies and analyses the main internal and
external factors that will influence the future direction and success of the organization and its
business. It comprises of strengths and weaknesses which are the “internal factors” and
opportunities and threats which are the “external factors” that affects the organization. Such
analysis helps managers in strategic planning.

STRENGTH OPPORTUNITIES

Managed by experts Good reputation and trust among the

customers and dealers
Many Branches and dealers
Increased customer base
Competent Human Resource
Well defined policies, rules and decline in bank interest rates on auto loans
regulations
along with easy financing services
Better service/customer satisfaction
Rapid road widening and extension
Profound goodwill and customers trust

International Affiliation
WEAKNESS THREAT
Centralized decision making Lack of stable government

Subjective employee Appraisal System No clear government rules and regulations

 Heavy custom duties and taxes on vehicles
Import

heightened competition in the sector

FUTURE GROWTH AND PROSPECTS

The company has the opportunity of becoming the largest company in India by establishing
large number of show rooms in rural and urban areas. Providing good service facility to the
customers. Introducing new technology adopted for four wheelers .Opening large service

Branches. Introducing high mileage giving cars and less cost. Adopting international
standards in its services and understanding global requirements. Hyundai gains are coming
from the small utility segment. Nationally, utilities are expected to grow at almost twice the
rate of the overall industry during the next five years. Market share of Hyundai in India is
growing at a faster rate than any of its competitors at present and will lead to a number one
automobile importer company in near future.

VISION:

“Our Team provides value for your future”

MISSION:

To create exceptional automotive value for our customers by harmoniously blending safety,
quality and efficiency. With our diverse team, we will provide responsible stewardship to our
community and environment while achieving stability and security now and for future
generations
 CHAPTER: 3

THEORETICAL
BACKGROUND
3.1 Customer Satisfaction

Many companies are intent on developing stronger bonds with their customers-called
“Customer Satisfaction. This is the process of managing detailed information about
individual customer and carefully managing all the customers “touch points” with the aim of
maximizing customer loyalty

We can now see the importance of just finding customers, but of keeping and growing them
as well. Relationship marketing is oriented toward long term. Today’s smart companies not
only want to create customers, they want to “own” them for life.

The aim of Customer Satisfaction is to produce high customer equity is the total of the
discounted lifetime values of all of the firm’s customer equity, rust; Zenithally and Lemon
distinguish three drivers of customer equity; value equity, and relationship equity.

Customer Satisfaction is a system for managing a company’s interactions with current and
future customers. It involves using technology to organize, automate and synchronize sales,
marketing, customer service, and technical support

3.2 Literature Review

Customer satisfaction is an important theoretical as well as practical issue for most marketers
and consumers researchers (Dabholkar, 1995).

Customer satisfaction can be considered to be the essence of success in today’s highly

competitive world of business. Thus the significance of customer satisfaction and customer
retention in strategy development for a market oriented and customer focused firm cannot be
overstated. Consequently, customer satisfaction is increasingly becoming a corporate goal
more and more companies strive for quality in their products and services (Bitner and
Hubbert, 1994).

Customer satisfaction is the feeling or attitude of a customer product or service after it has
been used and is generally described as the full meeting of one’s satisfaction (Oliver, 1980).
Customer satisfaction is a major outcome of a marketing activity whereby it serves as a link
between the various stages of the consumer buying behavior. For instance, if the customers
are satisfied with a particular service offering after its use, then they are likely to engage in
repeat purchase and try line extensions.

A study conducted by Levesque and McDougall confirmed and reinforced the idea that
unsatisfactory customer service leads to a drop in customer satisfaction and willingness to
recommend the service to a friend/relative. This would in turn lead to an increase in the rate
of switching over to the other brands by customers (East, 1997).Whether the buyer is satisfied
after purchase on the offer’s performance in relation to the buyer’s expectations.

In general, satisfaction is a person’s feelings of pleasure and disappointment resulting from

comparing a product’s perceived performance or outcome in relation to his or her expectation.
If the performance falls short of expectations, then the customer is dissatisfied. If the
performance matches the expectations, then the customer is satisfied. If the performance
exceeds expectations, the customer is highly satisfied or delighted (Sussan and David, 1999).

High Satisfaction or delight creates an emotional bond with the brands or company, not just a
rational preference. Xerox’s senior management found that its “completely satisfied”
customers were six time more likely to repurchase Xerox products over the following 18
months, than its “very satisfied” customers (Thomas and SasserJr, 1995).

There can be potentially many antecedents of customer satisfaction as the dimensions

underlying satisfaction judgments are global rather than specific (Tailor And Baker, 1994).
However, some argue that the customers develop norms for product performance based on
general product experiences, and these rather than expectations from a brand’s determine the
confirmation/disconfirmation process (Cadotte, Woodruff and Jenkins, 1987).

More recent work has argued that in addition to the cognitive components, satisfaction
judgments are also dependent upon affective components as both coexist and make
independent contributions to the satisfaction judgments (Westbrook And Oliver, 1991).

SamikShome Assistant Professor, Alliance School Business, Alliance University

AindrilaRoy, Business Analyst, Wipro Technologies

They together were published an article on Online Discount Couponing in Indian Journal of
Marketing on October, 2012.There has been a lot of buzz and activity in and around the
discount couponing industry in India for the last couple of years. In this research paper, the
paper has an attempt to study the Indian discount couponing industry in terms f its modus
operandi, competitive structure as per Porter’s framework, business potential and growth.
Internet and telecommunications have changed the face of communication and business
process globally in 21st century. For a developing country like India, rapid penetration of the
internet and telecommunication into the masses has led to faster growth in all spheres of life,
especially in business development, communication, education and infrastructure among
others E-commerce which is major outcome of this development, is the buzzword of the
online business revolution.

The major objective of this study is to have an insight into this newly developed discount
couponing in India. The study is expected to bring into focus the new avenue of buying
pattern among the consumers in India.

The researcher has used Porter’s five forces model to understand the competitive structure of
the industry. By using this Porter’s Five Forces model researcher has found the following
things

Intensity of Rivalry: There is intense rivalry between the firms and there is not much
difference in the offering from one portal to another.

Bargaining Power of Buyers: The level of Brand loyalty is low and brand switching is
practiced rampantly by the users. So, the buyers have a high bargaining power.

3.3 CUSTOMER SATISFACTIONCYCLE

UNDERSTAND AND DIFFERENTIATE

We cannot have a relationship with customers unless we understand them what they value,
what types of service are important to them, how and when they like to interact, and what
they want to buy. True understanding is based on a combination of detailed analysis and
interaction. Several activities are important:

 profiling to understand demographics, purchase patterns and channel preference.

 Segmentation to identify logical unique groups of customers that tend to look alike and
behave in a similar fashion. While the promise of "one-to-one" marketing sounds good,
we have not seen many organizations that have mastered the art of treating each customer
uniquely. Identification of actionable segments is a practical place to start. 
 Primary research to capture needs and attitudes.


 Customer valuation to understand profitability, as well as lifetime value or long-term

potential. Value may also be based on the customer's ability or inclination to refer other
profitable customers.

 Analysis and research alone, however, are insufficient. To create and foster a relationship,
we have to act on what we learn about customers. Customers need to see that we are
differentiating our service and communications based both on what we've learned
independently and on what they've told us.
At the same time, differentiation should be based on the value customers are expected to
deliver.

DEVELOP AND CUSTOMIZE

In the product-oriented world of yesterday, companies developed products and services
and expected customers to buy them. In a customer-focused world, product and channel
development have to follow the customer's lead. Organizations are increasingly
developing products and services, and even new channels, based on customer needs and
service expectations.

Most organizations today are not able to cost-effectively customize products for individual
customers. However, products, services, channels and media can be customized based on
the needs of quantitative customer segments. The extent of customization should be based
on the potential value delivered by the customer segment.
Interact and Deliver

Interaction is also a critical component of a successful CRM initiative. It is important to

remember that interaction doesn't just occur through marketing and sales channels and media;
customers interact in many different ways with many different areas of the organization
including distribution and shipping, customer service and online.

To foster relationships, organizations need to insure that:

 All areas of the organization have easy access to relevant, actionable customer
information.

 All areas are trained how to use customer information to tailor interactions based on
both customer needs and potential customer value.

With access to information and appropriate training, organizations will be prepared to steadily
increase the value they deliver to customers. Delivering value is a cornerstone of the
relationship. And remember, value is not just based on the price of the product or the
discounts offered. In fact, customer perceptions of value are based on a number of factors
including the quality of products and services, convenience, speed, ease of use,
responsiveness and service excellence.

Acquire and Retain


The more we learn about customers, the easier it is to pinpoint those that are producing the
greatest value for the organization. Those are the customers and customer segments that we
want to clone in our prospecting and acquisition efforts. And, because we continue to learn
about what is valuable to each segment, we'll be much more likely to score a "win" with the
right channel, right media, right product, right offer, right timing and most relevant message.

Successful customer retention basically involves getting it "right” on-going basis. Successful
customer retention is based very simply on the organization's ability to constantly deliver on
three principles:

 Maintain interaction; never stop listening.

 Continue to deliver on the customer's definition of value.
 Remember that customers change as they move through differing life stages; be alert for
the changes and be prepared to modify the service and value proposition as they change.
And so the cycle continues. As you move from one stage to the next, you gain insight and
understanding that enhances your subsequent efforts. Your development initiatives
simultaneously become increasingly sophisticated as does your implementation of CRM
processes.
 Chapter.4

RESEARCH
METHODOLOGY
RESEARCH METHODOLOGY

RESEARCH

According to Francis Rummel: “Research is careful inquiry or examination to discover new

information or relationship and expand to verify exiting knowledge”

The purpose of research is gaining knowledge, which will be used for solving problem
(applied research) or for satisfying one’s thirst for knowledge (pure research).The goals of
research may be discovering new fact, establishment of new relationship, creation of new
concepts, and verification of existing concept, finding solution to a problem or satisfying
one’s desire to know.

RESEARCH METHODOLOGY

The process used to collect information and data for the purpose of making business
decisions. The methodology may include publication research, interviews, surveys and other
research techniques, and could include both present and historical information. Research
methodology is a way to find out the result of a given problem on a specific matter or problem
that is also referred as research problem. In methodology, researcher use different criteria of
solving searching the given research problem Different sources us different type of methods
for solving the problem. If we think about the word “Methodology”, it the way of searching or
solving the research problem. (Industrial Research Institute, 2010)

Quantitative methodologies-involves those methodologies, such as closed surveys structured

interviews and socio grams which enable data to be collected, measured and compared with a
standard.

Qualitative methodologies –Involves a phenomenological perceptive whereby researchers

aim to understand, report and evaluate the meaning of events for people in particular
situations, that is, how their social world is structured by the participants in it. The focus of
qualitative methodologies is the way in which participants interpret their experiences and
construct reality. Some examples are, an unstructured interview, focus group, open-ended
questionnaire and participant’s observation.

RESEARCH DESIGN

A detailed outline of how an investigation will take place. A research design will typically
include how data is to be collected, what instrument will be employed, how the instruments
will be used and the intended means for analyzing data collected.
SAMPLING

Sampling is concerned with the selection of a subset of individual from within a statistical
population to estimate characteristics of the whole population.

The act, process, or technique of selecting a suitable sample: specifically: the act, process, or
technique of selecting a representative part of a population for the purpose of determining
parameters or characteristics of the whole population.

Sample Size

Sample size is the number of the observation used for calculating estimates of given
population. For example, if we interviewed 30 random students at a given high school to see
if they liked a certain music artist,”30 student” would be our sample size.

Sample Methods

Probability Sampling

Non- Probability Sampling

DATA COLLECTION

Primary Data-

The primary data is the data which can be observed or collected directly from first-hand
experience. It can be collected by conducting interviews and having discussion with people
and through telephonic medium also

Secondary Data-

The secondary data is the made data and has been collected from literature reviews, including
trade journals, seminar proceedings, patent literature, company literature, published reports
and government publications.

Secondary data are those which have already been used by some other person for his/their
purpose and published. So a research is said to make use of secondary data, if he makes use of
data already complained by some other persons. They are usually in the shape of finished
products collection of secondary data has advantage of being expensive and less time
consuming.
For this project following methods are used by me:-

Research Design

The Research Design used for the Research is Descriptive method.

Method of sampling-

The Sampling Method used for project was Random.

Sample Size

The sample size is 65

Data Collection

Primary Data- The primary data is collected by conducting interviews and having discussion
with people. with a proper Questionnaire.

Secondary Data- The sources of secondary data used for this research were old reports of the
company and through website

Research instrument:

The research instrument used for this project os Questionnaire.

Analysis of data-

The collected data is categorized in a systematic way according to need of objective and then
simple statistical technique like pie chart, graphs are used to analyze the data..

SAMPLING TECHNIQUE

The sampling technique that adapted to conduct the survey was ‘Random Sampling’ and
the area of the research was concentrated in the city of Pune. The survey was conducted by
interacting with Hyundai owners at Hyundai service centers.

Sample units:
The sampling units for the study include the owner of the Hyundai cars.
Sample size:
The sample or the size included for conducting the study is 65 customers of Hyundai.
The summary of the methodology are stated below.

Areas Pune

Source of information Primary and Secondary data

Data collected method Structured Questionnaire’s

Types of question used Multiple choice

Target Owner of Hyundai vehicles

Sampling Method Random Sampling

Sample Size 65 car users out of which 50 Hyundai car

Owners
 Chapter. 5
DATA ANALYSIS &
INTERPRETATION
Table 5.1: Table showing the number of people who possessed a car.

Possessing a car In numbers In percentage

Yes 50 77
No 15 23
Total 65 100

Analysis:

Out of the 65 respondents 50 of them possessed a car and the rest of 15 didn’t possess a car.

Chart 5.1: Table showing the number of people who possessed a car.

People Having Car

00

23%

Yes

No

77%

Interpretation:
Majority of the respondent i.e. 77% of them were the owner of the car.
Table 5.2: Table showing the Source of Awareness.

Awareness In numbers In percentage

Newspaper/magazines 32 60
Social Media 03 8
Friends 11 18
Websites 02 10
Other 01 4
Total 50 100

Analysis:

From the above table, 60% said that they became awareness through the ‘Newspaper/
magazine’ advertisement , 18% said that they came to know about the Sanjay Hyundai
through friends and relatives ,8% said through ‘social media’ , 10% said it is ‘website’ and
only ‘4%’ specified as others.

Source Of Awareness

60%

50%

40%

30%

20%

10%

0%

Newspaper/magazines Social Media Friends Websites Other

Chart 5.2: Chart showing the Source of Awareness

Interpretation:

Majority of the respondent i.e. 60% found that the newspaper and magazine advertisement
has played a major role in creating awareness among the people.
Table 5.3:Table showing how respondent find the Ambience Of the showroom.

Ambience In numbers In percentage

Excellent 25 50
Good 15 30
Satisfactory 08 16
Poor 02 04
Very poor 0 0
Total 50 100

Analysis:

50 % of respondent opting that the ambience of the showroom is “excellent”, 30% of them
found it “good”.16 % of them stated it to be “satisfactory” and very less 4% stated it is “very
poor”.

Chart 5.3: Chart showing how respondent find the Ambience of this showroom

Ambience Of The Showroom

16% 4%

Excellent
50%
Good
Satisfactory
30%
Poor
Very Poor

Interpretation:

Majority of the respondents stated that the ambience of the showroom is "excellent" as stated
by 50% of the customers which is a good indicator for the showroom.
Table 5.4: Table showing the staff responsiveness towards the customer at showroom.

Staff response In numbers In percentage

Very Cooperative 09 18
Cooperative 11 22
Responsive 28 56
Non-cooperative 02 4
Highly non-Cooperative 00 00
Total 50 100

Analysis:

The above table shows that, most of the customer i.e.18 % of them found the show room
staff to be “very cooperative”, 22% stated asci-operative”, a major percentage i.e. 56% of
them felt the staff is ‘responsive’ than cooperative (respond only when asked, without having
any personal initiation), 4% of them rated the staff to be “non-cooperative” and none of them
rated as “highly non-cooperative”.

Chart 5.4: Chart showing the staff responsiveness towards the customer at showroom.

Staff Responce

0%

4%
18%

Very cooperative
Cooperative
Responsive

22% Non Cooperative

56% Highly non Cooperative 0

Interpretation:

Majority of staff response is found to be "Responsive" rather than co-operative. It seems

Staff doesn't respond until asked for which may lead to negative impact on the perception of
the customers about this showroom.
Table 5.5: Table showing the Time taken by receptionist In attending a customer call.
Time Taken In numbers In percentage

Very quick 4 8%
Quick 08 17%
Reasonable 31 63%
Delayed 04 8%
Very much Delayed 02 4%
Total 50 100%

Analysis:

According to above table it shows that the 8% of the respondent stated it as “ very
quick”,17% of respondent stated it as “quick”, time taken is “reasonable” as stated by 63% of
the respondent 8% of them found it to be “delayed”, 4% said it is “ very much delayed “.

Chart 5.5: Table showing the Time taken by receptionist in attending a customer call

Time Taken In Attending a Call

4% 8%
8%

17% Very quick

Quick
Reasonable
Delayed
Very much Delayed

63%

Interpretation:

Time taken to provide the services required by the customers is considered as "reasonable" by
the most of the respondent (i.e. 63%).
Table 5.6: Table showing the Sales executive role in explanation the features of car to
Customer.

Explanation IN NUMBERS IN PERCENTAGE

Convincing 12 24
Satisfactory 18 36
Unless asked 20 40
Total 50 100

Analysis:

Out of the 50 respondent , 24% of them felt the explanation to be “convincing”,36% felt it as
“ satisfactory “ and major percentage 40% felt it to be “ non-convincing” .

Chart 5.6: Chart showing the Sales executive role in explaining the features of car to
customer

SALES EXECUTIVE PERFORMANCE

,0
Convincing, 24%

Unless asked, 40%

Satisfactory, 36%

Interpretation:

Majority of the respondent i.e. 40% found the sales executive don’t explain the entire feature
unless asked by the customer.
Table 5.7: Table showing the respondent opinion about the process involved in providing
Financial facilities.

Processing procedure IN NUMBERS IN PERCENTAGE

Very simple 0 0
Simple 1 2
Moderate 6 12
Complex 9 18
Very Complex 34 68
Total 50 100

Analysis:

According to the above table 68% of the respondent stated that “ process “ involved for
financial facilities are “ very complex”,18% stated it to be “complex “,12% to be “moderate”
and Only 2% of them stated it to be “simple”.

Chart 5.7: Chart showing the respondent opinion about the process involved in providing
financial facilities.

Process Involved in Providing Financial

Facilities
Axis Title

68%

12% 18%
0 2%
VERY SIMPLE SIMPLE MODERATE COMPLEX VERY COMPLEX
Axis Title

Column 1 Column 2 Column 3 Column 4

Interpretation:

Majority of the respondent i.e. 68% considered the process to be very complex. . They didn’t
find it to be very convenient and simple
Table 5.8: Table showing availability of Colour variants for customer in the showroom.

Availability of colours In numbers In percentage

Wide 06 12
Limited 33 66
Very few 11 22
Total 50 100

Analysis:

From the above table it can be understood that ‘limited range’ of colours is available in this
showroom as stated by 66% of the respondent, 12% stated that this showroom contains ‘wide
colours” and 22% stated “very few range of colour”.

Chart 5.8: Chart showing availability of Colour variants for customer in the showroom.

Availability Of Colours

52%
Axis Title

26%
22%
In Presentage

WIDE LIMITED VERY FEW

Axis Title

Interpretation:

Majority of the respondent i.e.66% stated that the availability of varied colours in this
showroom seems to be limited .It shows that customer is given a limited choice in matter of
colour of the car.
Table 5.9: Table showing respondent likeliness in suggesting to other friends & relatives.

Suggesting to friends In numbers In percentage

Yes 38 76
No 12 24
Total 50 100

Analysis:
According to above table it shows that, 76% of the customers are very likely to suggest this
showroom to their friends / relatives. The 24% of the customers are reluctant to suggest these
showrooms to friends/relatives.

Chart 5.9: Chart showing respondent likeliness in suggesting to other friends & relatives.

Customer Suggesting To Other

0 0

24%

76%

Yes No

Interpretation:

Majority of the respondents i.e. 76% are ready to suggest the car to other. It is an indication of
high satisfaction level and customers are happy with the service provided by the showroom.
Table 5.10: Table showing the reason for suggesting the showroom to others.

Reasons In numbers In percentage

Quick Service 12 24
Timely Response 9 18
Friendly Atmosphere 7 14
Trust Worthiness 19 38
Infrastructure 03 6
Total 50 100

Analysis:

38% of the respondents stated the reasons of “trust worthiness”,24% of the respondents stated
“ quick service” , 18% respondent stated “Timely response”, 14% state friendly atmosphere
and only 6% for infrastructure,

Chart 5.10: Chart showing the reason for suggesting the showroom to others.

Reason to Suggest Other

6%

24%

38%

18%

14%

Quick Service Timely Response Friendly Atmosphere Trust Worthiness Infrastructure

Interpretation:

Majority of the respondent i.e. 38% considered the trust worthiness to be the reason for
suggesting the showroom to other.
Table 5.11: Table showing the customer opinion about the equipment’s efficiency in the
showroom for the purpose of maintenance of the cars.

Ability of showroom In numbers In percentage

Excellent 19 38
Good 06 12
Satisfactory 14 28
Poor 07 14
Very poor 04 8
Total 50 100

Analysis:

38% of the respondent rated it as excellent as compared to other showroom another majority
of respondents i.e. 28% of them stated it as “satisfactory”. 14% of the respondent said it is
“poor”. 12 % stated as “good” and only 8% stated “very poor”.

Chart 5.11: Chart showing the customer opinion about the equipment presence in the
showroom for the purpose of maintenance of the cars.

Equipments efficiency

38

28
Axis Title

12 14
8

Excellent Good Satisfactory Poor Very Poor

Axis Title

Percentage

Interpretation:

Out of 50 customers, Majority of customer stated that the showroom has excellent equipment
in maintaining the cars.
Table 5.12: Table showing any inconvenience felt by customer after leaving their car for
service.

Inconvenience felt In numbers In percentage

Never 33 66
Sometimes 18 34
Always 0 0
Total 50 100

Analysis:

66% of the respondent have “never” felt any inconvenience, whereas 34% have felt
“sometime” and none of them have felt “always”.

hart 5.12: Chart showing any inconvenience felt by customer after leaving their car for
service.

Inconvenience Felt by Customer

33
35
30
25 20
Axis Title

20
15
10 In Numbers
66% 34% 0 0
5
In Persentages
0
Never Some Times Always
In Numbers 33 20 0
In Persentages 66% 34% 0
Axis Title

Interpretation:

As majority of 66% of respondent had positive attitude towards the customer service of
Sanjay Hyundai.
Table 5.13: Table showing whether the customer had raised any complaints against the
problem faced by him/her to the management.

Complaint Raised In numbers In percentage

Yes 16 30
No 34 70
Total 50 100

Analysis:

As 30% respondent say that they have raised some issue where as 70% of the respondent says
that they haven’t raised any issue till date.

Chart 5.13: Chart showing whether the customer had raised any complaint against the
problem faced by him/her to the management.

Complaint Raised

30%
Yes
No

70%

Interpretation:

As majority of respondent i.e. 70% had replied that they never had to approach the
management for any problems.
Table 5.14: Table showing reasons for complaining.

Issue Raised In numbers In percentage

Wrong communication by salesman 6 37

Actual bill exceeding the estimated bill 4 25
Fall in performance of the car after service 2 13
Delay in handling over the vehicles 3 19
Infrastructure 1 6
Total 16 100

Analysis:

As 37% respondent replied that the issue/problem faced by them was the wrong
communication by the salesman, whereas 25% of respondent replied that their actual bill
exceeded the estimated bill,13% replied fall in performance of the car after service,19%
stated delay in handling over the vehicles and 6% had issue on infrastructure.

Chart 5.14: Chart showing reasons for complaining.

Issue Of Complaint Raised By Respondent

In numbers In Percentage

6
Axis Title

4
3
2
37% 25% 13% 19%

fall in
Wrong Actual bill
performance of Delay in handling
communication by exceding the
the car after over the vehicles
salesman estimated bill
service
In numbers 6 4 2 3
In Percentage 37% 25% 13% 19%
Axis Title

Interpretation:

As majority 37% respondent had problem on wrong communication by sales man.

Table 5.15: Table showing whether the problem was cleared by the management or not.

Complaint solved In numbers In percentage

Yes 13 81
No 3 19
Total 16 100

Analysis:

Maximum percentage of respondent i.e. 81% replied that there problem were solved by the
management, whereas the rest 19% stated that their problem were not taken care by the
management.

Chart 5.15: Chart showing whether the problem was cleared by the management or not.

PROBLEM SOLVED BY MANAGEMENT

No, 19%

Yes, 81%

Interpretation:

As majority of respondent (81%) were satisfied with the management, as their problem were
taken good care by the Sanjay Hyundai management.
Table 5.16: Table showing duration to solve the issue by the management.

Duration to solve the issue In numbers In percentage

Within few hours 6 46

Within 1 day 3 23
With 1 week 2 15
More than 1 week 1 8
More than 2 week 1 8
Total 13 100

Analysis:

46% respondent replied that their issue were solved with in few hours by the management
but rest 23% replied within 1 day, 15% replied with in 1 week, 8% replied more than 1 week
and 8 % more than 2 week for their problem to be solved by the management.

Charts 5.16: Table showing duration to solve the issue by the management.

Timetaken to Solve the Issue

100%

98%
46% 23% 15% 8% 8%
96%

94%

92%
6 3 2 1 1
90%

88%
Within few Within 1 day With 1 week More than 1 More than 2
hours week week
In percentage 46% 23% 15% 8% 8%
In Number 6 3 2 1 1

In Number In percentage

Interpretation: As majority 46% respondent had positive response for their issue which was
send to the management. As their complaints where replied with in 1 hour after their
complaint being registered. This was due to good CRM techniques used by Sanjay Hyundai to
face and handle complaints.
Table 5.17: Table showing how the customers rate the service after sale.

After sales service In numbers In percentage

Excellent 3 6
Good 10 20
Satisfactory 29 58
Poor 05 10
Very Poor 03 6
Total 100 100

Analysis:

58% of the respondents stated the “after sales service” to be satisfactory. This shows that the
after sales service in not such effective as stated by the respondents, 20% of the respondents
said that was “good”, only 6% as excellent and almost 6% found it to be “poor” and “very
poor”.

Chart 5.17: Chart showing how the customer rates the service after sale

After Sales Service

6% 6%
10%
20%

58%

Excellent Good Satisfactory Poor Very Poor

Interpretation:

The "after sales service" is stated by most i.e. 58% as "satisfactory" and a very few stated it as
"excellent" and "good".
Table 5.18: Table showing regarding overall all experience of the customer with this
showroom

Overall experience In numbers In percentage

Excellent 17 34
Good 10 20
Satisfactory 13 26
poor 7 14
Very poor 3 6
Total 50 100

Analysis:

Out of the respondents, 34% have stated their experience as “excellent”, 20% as “good”, 26%
as “satisfactory”. 14% have stated it as “poor” and only 6% stated it as “very poor”. This
shows that on the whole customers are just “satisfied” with the services offered at this
showroom.

Chart 5.18: Chart showing regarding overall all experience of the customer with this
showroom.

Overall Experience

40% 34% 26%

20% 14%
20% 6%
0%

Excellent Good Satisfactory Poor Very Poor

In Percentage 34% 20% 26% 14% 6%

In Percentage

Interpretation:

The overall experience of the customer is found to be "excellent" as state by 34% of

the respondents
 Chapter. 6
FINDINGS,
RECOMMENDATIONS

&

CONCLUSION
 FINDINGS

From the responses of 50 customers the findings can be listed as:

1. It has been found that the newspaper and magazine are the major source of awareness
about the dealer.
2. The ambience of the showrooms "excellent" as stated by most of the customers. This is
a good indicator for the showroom.
3. The staff response is found to be "Responsive" rather than co-operative. It seems "Staff"
doesn't respond until asked for. This may lead negative impact on the perception of the
customers about this showroom.
4. Time taken to attend the customer call is considered as "reasonable" by the most of the
respondent.
5. It seems most of the customers found the "sales executive explanation" just
"Satisfactory" than "Convincing". Few (20 out of 50) even stated that sales executives
don't explain all the features unless asked.
6. The process involved in providing financial facilities is considered as (68% of
respondents) as very complex & time consuming. They don't find it very convenient.
7. As most of the customer states that the “after sales service" provided by the showroom
is just “satisfactory" therefore the company needs to be consider this issue seriously in
order to satisfy more customer in near future.
8. The availability of varied colours in this showroom seems to be very limited as stated by
most of respondents. It shows that customer is given a limited choice in matter of colour
of the car.
9. As much as 76% of respondent have stated that they are very likely to suggest this
showroom to their friends\relatives. . It is an indication of high satisfaction level and
customers are happy with the service provided by the showroom.
10. As most of the respondent i.e. 38% considered the trust worthiness to be the reason for
suggesting the showroom to other.
11. Most of respondent stated that the equipment used for the maintaining the vehicles was
excellent.
12. As most of the respondent had replied that they had never felt any inconvenience after
leaving their car for service. It shows that Sanjay Hyundai has built the trust in the mind
of the customer.

13. The number of respondent responded that they had never come across any complaints or
issued to be raised against the Sanjay Hyundai. This shows that Sanjay Hyundai was
providing better CRM.

14. Out of 16 respondent only 6 had an issue of complaint regarding the wrong
communication by sales man so Sanjay Hyundai should provide proper training to the
sales person.

15. Most of the respondents were satisfied with the management, as their problem was
taken good care by the Sanjay Hyundai management.

16. Majority of the respondent had positive response for their issue which was send to the
management. As their complaints were resolved within 1 hour after their complaint
being registered. This was due to good CRM techniques used by Sanjay Hyundai to face
and handle complaints.

17. Majority of the customer stated that their overall experience towards the showroom was
found to be "excellent”.
 RECOMMENDATIONS

An attempt has been made to suggest to the customer satisfaction of the showroom a few
measures. These recommendations have been made within the preview of the data
available.

1. The staff should be trained on regular basis, such that customers find them very co-
operative.

2. The time taken in attending the customer call needs to be minimum. Effective and less
time consumptions are the important factors, which determine customer relationship
management.

3. The sales executive should be trained adequately so as to "Convince" the potential

buyers, because his performance on job has great impact on CRM.

4. The process involved in providing financial facilities needs to be made simple as

much of the respondents stated it to be complex and time consuming.

5. After sales service should be more customized. A toll free facility should be
introduced which help the customer to define their problem. If possible a mobile unit
can be maintained so that customer need not have to bring car to the showroom in case
of any problems.

6. These days most of the people wish to have some graphics over their cars. This may
be a mix of colour shades, some additional components etc. Showrooms may try to
provide these kinds of customized solutions not requiring the customer to go at some
other place.

7. Most people who buy cars wish to have fancy numbers. They spend considerable
amounts to get these fancy numbers. Showrooms may work in this aspect and get into
agreement with the registration office to provide these fancy numbers without taking
exorbitant charge.

8. More EMI schemes can be introduced as customers find it more convenient in paying
an EMI.
 9. A call to the customers as per the schedule of service to know the working of car so
that prompt service can be provided in case of need.

10. Extra offer to customer on referring to his friends/relatives.

11. Maintaining the high level of customer convincing.

12. Introduce the online booking facilities for customer to service their cars.
 CONCLUSION

On the basis of simple random sampling the total sample size attended was 65 customers in
which 50 respondent were who owned the Sanjay Hyundai vehicles. The data analysis was
done with help of techniques such as questioner and different survey method. The proceeding
of this study was done by a survey, which is an appropriate tool to maintain the level of
Customer Relationship. A structured questionnaire was developed in the process. These tools
helped in analysing the obtained information or results which projected certain findings and
recommendations.

From the research, several issues are found which needs to be emphasized for Sanjay Hyundai
was greater success. Marketing strategy adopted by the organization is attracting huge
customers. What have been noticed after interviewing around 50 customers that almost 75%
of customers were happy and satisfied by the work of Sanjay Hyundai Motors Pune. This
shows that the showroom and all the service departments are most popular among the
customers and they are doing the great job.

Based on the findings of the study it is suggested that Sanjay Hyundai should do frequent
market research on the basis of structured questionnaire to understand the existing market
situation and carry out the corrective measures or improvements as needed for sales
promotion. Sanjay Hyundai Company should frequently improve in its complaints handling
system of customers to effectively manage such complaints of various customers and
encourage customers to give more positive feedback about the product and services. The
management must be able to collect and documents complaint and use that information to
identify dissatisfied customers. Finally, lack of stable government, no clear government rules
and regulations, heavy custom duties and taxes imposed on vehicles import, acute/heightened
competition in the sector are some of the areas where the government should focus to improve
and make the business more lucrative.
BIBILIOGRAPHY
BIBILIOGRAPHY
1. Indian management

2. Principles of marketing

3. Marketing management

 Philip Kotler

4. Marketing research

 G.C. Beri

5. Customer Relationship Management

- William G.zikmund
-Raymond mc. leod, JR
-Faye W. Gilbert

6. TATA Mc. Graw Hill, Marketing Management

–Rajan Saxena

7. Customer SatisfactionJagdish sheth

Atul parvatiyar
G Shaniesh

Web sites-

www.sanjayhyndai.com

www.Google.com

www.sciencedirect.com

www.worldwide.hyundai.com

www.wikipedia.com
ANNEXURE
QUESTIONNAIRES

Dear customer,
I am MBA student of, Dr. D.Y. PATIL INSTITUTE MANGEMENT AMBI, PUNE doing
a survey on Customer Satisfaction with regard to this showroom. I would be grateful to you if
you could spare a few minutes to this questionnaire.

1. Do you own a car? Yes/No.

i. If yes, please specify....................................................

2. How did you come to know about Sanjay Hyundai Company?

i. Newspaper iii. Others, specify…………

Advertisement iv. Websites
ii. Social media v. Friends

3. How do you find the ambience of this showroom?

I. Excellent
ii. Very good
iii. Good
iv. Satisfactory
v. Needs to be improve

4. How do you feel the staff responsiveness when you enter the showroom?

i. very Co-operative
ii. Co-operative
iii. Responsive
iv. Non-Co-operative
v. Highly non-co-operative

5. What do you feel about the time taken by the receptionist of this service center in
attending your call?

I. Very quick III. Reasonable

II. Quick IV. Delay
V. Very much delay

6. How do you find the sales executives explanation about the car features?
I Convincing IV None Satisfactory

II Satisfactory V UN Asked

III None Convincing

 7 How do you find the process involved in providing the financial facilities by
showroom?

I Very Simple
II Simple
III Moderate
IV Complex
V Very complex

8. How do you find the availability of choice of car colours in this showroom?

i. Wide range iii. Very few

ii. Limited

9. Will you suggest this showroom to your friend's\relatives?

I. Yes
ii. No
A. If yes, because of

i. quick service

ii. Timely response

iii. Friendly atmosphere
iv. Trust worthiness
v. infrastructure
B. If No, please specify …………………………………………………….

10. How do you feel about the equipment’s used here to deal with cars compared to
others?
i. Excellent iv. Poor

ii. Good v. very poor

iii Satisfactory

11. Have you felt inconvenience after leaving yours car for service with the dealer?

i. Always

ii. Sometimes

iii. Never

12. Have you raised any complaint against the problem/inconvenience faced by you
to the management?

i. Yes ii. No
 a) The issue raised by you was related to

i. Wrong communication

ii. Actual bill exceeding the estimated bill

iii. Performance of car after service

iv. Delay in delivering the vehicles after service

b) If yes, was the problem/issue attended and solved by the management?

i. Yes

ii. No

c) How long did the management take to solve your issue?

i. Within few hrs.

ii. 1 day

iii. Within 1 week

iv. More than 1 week.

v. None

13. How do you rate after sales service of this showroom?

i.Excellent
ii.Good
iii.Satisfactory
iv.Poor
v.Very Poor
14. How is yours overall experience with this showroom?

i. Excellent

ii. Good

iii. Satisfactory

Personal profile

Name:-

Occupation:-

Address:-

Contact No.

Thank you for valuable time 