A STUDY ON CONSUMER SATISFACTION WITH SPECIALREFFERENCE TO JAI BAJAJ SERVICE CENTER ADYAR Submitted in partial fulfillment of the requirements For degree in BACHELOR OF BUSINESS ADMINISTRATION By RAJESH KUMAR (Reg. No. 2828191) DEPARTMENT OF BUSINESS ADMINISTRATION SATHYABAMA UNIVERSITY (Established under Section 3 of UGC Act 1956) JEPPIAAR NAGAR, RAJIV GANDHI ROAD CHENNAI 600119
MARCH 2011 SATHYABAMA UNIVERSITY (Established Under section 3 of the UGC Act, 1956) Accredited with B++ Grade by NAAC JEPPIAAR NAGAR, CHENNAI - 600 119 DEPARTMENT OF BUSINESS ADMINISTRATION & COMMERCE BONAFIDE CERTIFICATE This is to certify that this Project Report is the bonafide work of P.RAJESH KUMAR Reg. No. 2828191 who carried out the project entitled “A STUDY ON CUSTOMER SATISFACTION WITH SPECIAL REFERENCE TO JAI BAJAJ SERVICE CENTER ADYAR” under our supervision from January 2011 to February 2011. Internal Guide External GuideMR.J.KUMAR M.com.,Mphil., MBA., MR.MAHALINGAM Head of the Department Dr. N.GOPINATHANM.com., Mphil., ph.D Submitted for Viva Voce Examination held on_________________ Internal Examiner External Examiner
Declaration I P.RAJESH KUMAR here by declared that the project report entitled“A STUDY ON CUSTOMER SATISFACTION WITH SPECIAL REFERENCEIN JAIBAJAJ SERVICE CENTER is done by me under the guidance of MR.KUMARM.COM., Mphil., MBA and MAHALINGAM at JAI BAJAJ SERVICE CENTERADYAR is submitted in the partial fulfillment of the requirements for the award of thedegree in BACHELOR OF BUSINESS ADMINISTRATION.
AcknowledgementFirst and foremost, I would like to sincerely acknowledge thanks to MR.KUMAR BBAproject guide and other faculty members of the university.It’s my privilege to express my sincere thanks and gratitude to my industrial guideI am thankful to manager and employees of jai Bajaj service center Chennai for guidingme and sharing my experience and also being very co operative during my survey and fortheir interest in making my survey success.Last but not least I thankful to all my respondents for assisting me to complete the report
ContentsS.NO TITLE PAGE NO1. CHAPTER .1.1 Introduction 1.2 Objectives of study 1.3 Needs of the study 1.4 Limitations of the study 1.5 Chapter scheme2. CHAPTER 2.1 Industry profile 2.2 Company profile3. CHAPTER 3.1 Review of literature
ContentsS.NO TITLE PAGE NO1. CHAPTER .1.1 Introduction 1 1.2 Objectives of study 2 1.3 Needs of the study 3 1.4 Scope of the study 4 1.5 Limitations of the study 5 1.6 Chapter scheme 6 2 .CHAPTER 2.1 Industry profile 7 2.2 Company profile 93. CHAPTER 3.1 Research methodology and 11 Review of literature4. CHAPTER 4.1 Analysis and data interpretation5. CHAPTER 5.1 Findings 5.2 Suggestions 5.3 Conclusion6. CHAPTER 6.1 Annexure 6.2 Bibliography 6.3 Questionnaire
1.1 INTRODUCTION Satisfaction is a person’s feelings of pleasure or disappointment resulting fromcomparing a product’s perceived performance (or outcome) in relation to his or herexpectations. Whether the buyer is satisfied after purchase depends on the offer’sperformance in relation to the buyer’s expectations. If the performance falls short of theexpectations, the customer is dissatisfied. If the performance matches the expectations,the customer is satisfied. If the performance exceeds expectations the customer is highlysatisfied or delighted. A company would be wise to measure customer satisfactionregularly because one key to customer retention is customer satisfaction. A highlysatisfied customer generally stays loyal longer, buys more as the company introducesnew products and up grades existing products, talks favorable about the company and itsproducts, pays less attention to competing brands and is less sensitive to price, offersproduct or service ideas to the company, and costs less to serve than new customersbecause transactions are routine. When customer’s rate their satisfaction with an elementof the company’s performance - say, delivery. It could mean early delivery, on-timedelivery, order completeness, and so on. The company must also realize that twocustomers can report being “highly satisfied” for different reasons. One may be easilysatisfied most of the time and the other might be hard to please but was pleased on thisoccasion. A number of methods exist to measure customer satisfaction. Periodic surveyscan track customer satisfaction directly. Respondents can also be asked additionalquestions to measurer purchase intention and the likelihood or willingness to recommendthe company and brand to others. Companies that do achieve high customer satisfaction ratings make sure their targetmarket knows it. For customer centered companies, customer satisfaction is both a goaland a marketing tool. Although the customer-centered firm seeks to create high customersatisfaction, that is not its ultimate goal. If the company increases customer satisfactionby lowering its price or increasing its services, the result may be lower profits. Thecompany might be able to increase its profitability by means other than increasedsatisfaction (for example, by improving manufacturing processes or in vesting more onR&D). Also, the company has many stakeholders, including employees, dealers,suppliers and stock holders. Spending more to increase customer satisfaction might divertfunds from increasing the satisfaction of other “partners”. Ultimately, the company must
operate on the philosophy that it is trying to deliver a high level of customer satisfactionsubject to delivering acceptable levels of satisfaction to the other stakeholders, given itstotal resources.1.2 OBJECTIVES OF THE STUDY:- • The objective of the study is “Company image Bajaj and Survey research to measure customer satisfaction in Chennai. • To determine the effects of the company image on the sales. • To understand customer attitude towards Bajaj motorcycles and Bajaj auto. • To measure customer satisfaction of Bajaj motorcycle owners. • To know the market share of Bajaj auto in Chennai. • To predict the boom of automobile industry. • To know the tastes and preferences of people of Chennai when it comes to motorcycles. • To find the reasons for buying Bajaj motorcycle.
1.3 NEED FOR THE STUDY:- Customer is one whom you satisfy a wants or needs in returns for some of payment.The payment may be money, may be in time, or may be good will but there is some formof payment. Satisfaction is the level of the persons felt by comparing the productsperceived in relation to person’s expectations. Satisfaction level is function of the difference between perceived performance andexpectations. If the performance falls short of expectations, the customer is not satisfied.If the performance matches the expectations the customers highly satisfied. If theperformance is beyond his expectations the customer is thrilled. Customer satisfaction is the customer’s positive or negative feelings about the valuethat was a perceived result of using particular organization’s offering in specific usedreaction to a series of used situation experience.
1.4 SCOPE OF THE STUDY:- The study is limited to the customer of bajaj vehicle buyers. The study will know us to understand the customers, preference and their needs expected from their business owners.
Measurement of the customers satisfaction is quiet complex subject However the Bajaj automobile showroom are located in other places i.e is locally and even in the neighboring state. Only opinion of respondents in Chennai city was considered finding the opinions and respondents.
1.5 LIMITATIONS :- 1. During the survey most of the respondents contacted had newly purchased the motorcycle thus they could not respond accurately i.e. their satisfaction level and defects in the motorcycles. 2. The research is directly concerned with the study of human preference and behavior and achieving absolute mathematical accuracy towards this was not possible. 3. Secondary data about jai bajaj was rarely found as this firm was new and not much has been written about it. The researcher had to depend on the discussion made with the manager of the unit. 4. Some data like abbreviations and detailed promotional activities were scarce even on internet.
1.6 Chapter scheme:Chapter 1.deals with Introduction, objectives of study, needs of the study, scope of thestudy, limitations of the studyChapter 2. deals with Industry profile, company profile.Chapter 3. deals with Review of literature and research methodologyChapter 4.deals with Analysis and Interpretation of dataChapter 5. Findings, suggestions, conclusions.
2.1 Industry profile: 2.1.1 History of two wheeler: The encyclopedia describes a motorcycle as a bicycle propelled by an internal combustion engine The motors on mini bikes, scooters and mopeds are usually air cooled and range from cubic cm in displacement, the multiple cylinder motorcycles displacements of more than 1300 cubic cm The automobile was the reply to the 19th century dream of self propelling the horse drawn carriage. Similarly, the invention of the motorcycle created the self propelled bicycle. The 1900s saw the conversion of many bicycles, or pedal cycles by adding small, centrally mounted spark ignition engines. There was then felt the need for reliable constructions. This led to road trial tests and competition between manufacturers. Such were the providing ground for many new ideas from early two stroke cycle designs to supercharged, multivalent engines mounted on aerodynamic, carbon fiber reinforced body work. The two wheeler industry today has significant role in the Indian economy. With an annual turn over of Rs.6200 crores and a compounded range of 10 percent in the recent years, it is the one if the few industrial sectors in the growth phase today. The reasons for this are not far to seek. The consumers who want to be mobile today considers personal transportation as one of his basic needs. In India the two - wheeler is used in variety of purposes, particularly in urban areas communicating the work, visiting people, carrying loads, out door jobs like selling and the like. The rural areas, it enables the people to travel more frequently to nearby towns for their daily needs. In other words, it has also become a valuable support for increasing productivity and profits, besides helping personal transportation. In the year 1997 was a difficult period for automobile sector with the major sector with major player hit by the recession. However two wheelers came through un – scratched with a modest three percent growth. One of the primary reasons for this has been the robust growth the rural market. A series of good monsoons and high price for agricultural commodities have increased the purchasing power of rural customers. Today, the rural market of over six lakhs villages contributes contributes 35 percent to total two wheeler sales.
2.1.2 The two wheeler industry basically comprises: 126.96.36.199 Motor cycles: The motorcycles segment grew by 28% in terms of sales in 1995, which is remarkableby all standards. In 1980s the only available motorcycles in the Indian market were the conventionalindigenously build rajdoot, bullet and yezdi. This changed drastically when japaneseintroduced their motorcycle in Indian market. The superior styling and better economicsled to increase in the market share. 188.8.131.52 Scooters: In 94 - 95 the scooter segments accounted for 46 – 80% of two wheeler industriescrossed the one million mark. As such the scooters segment has grown by 34% - 37%which is one of the segment achievements of industry. The most important contribution to the segment is Bajaj auto with an installed capacityof 12 – 72 lakh scooters per annum. In act the company is the largest manufacturer of two–wheeler in the country and the fourth largest in the world. Other companies whichinvolve in manufacturing scooter with a capacity if 20000 scooter per annum and kineticHonda. 184.108.40.206 Mopeds : In 1972 the Indian companies was introduced to the models of two – wheeler, whichwas popularly known as mopeds. Which became virtually to generic name for mopedsand come to be identified with lower middles class people of the country because it wasthe cheapest available two wheeler with maximum offered mopeds are for this smallestchunk in the industry. However this segment has failed to grow especially compared to motorcycles andscooters. During the 1980’s mopeds are quiet popular in first half of the 1980’s thescooters showed a phenomenal growth of 65% during 1980 – 85. During 1994 mopedsregistered a growth of just 13% kinetic engineering is one of the leading producers ofmopeds in India. A major part of growth on the two wheeler industry has come from motorcyclesespecially the Indo – japanese 100 CC motorcycles which are considered fuel efficient,reliable and suited for rough roads. Scooters are also growing at a fast pace and are beingincreasingly perceived as a better option providing convenience and modern style, byurban customers.
220.127.116.11 Promising future: The future outlook for the industry looks promising. Rising income levels in bothurban and rural markets will ensure a rising market for the two – wheeler, considered abasic need. Most of the leading players such as TVS, Hero Honda and Bajaj auto group gearingup to strengthen their presence in this segment with a range of new products that willaddress their needs of specific consumer demand. Today customer preferences aredriving the industry. Reliability modern styling and economy are demanded by the masssegment while convenience the important features for the emerging segment the powerand pleasure of riding a two wheeler as well. The manufacturers are responding to thesecustomer needs with the introduction of new models and modifying the existing models.COMPANY’S HISTORY: Bajaj Auto came into existence on November 29, 1945 as M/s Bachraj TradingCorporation Private Limited. It started off by selling imported two- and three wheelers inIndia. In 1959, it obtained license from the Government of India to manufacture two- andthree-wheelers and it went public in 1960. In 1970, itrolled out its 100,000th vehicle. In1977, it managed to produce and sell100,000 vehicles in a single financial year. In 1985,it started producing at Waluj in Aurangabad. In 1986, it managed to produce and sell500,000 vehicles in a single financial year. In 1995, it rolled out its ten millionth vehicleand produced and sold 1 million vehicles in a year.2.2 Bajaj auto limited The Groups principal activity is to manufacture two and three wheeler vehicles.Other activities of the group include insurance and investment business. The Groupoperates in three segments, which are Automotive, Insurance and Investment and Others.It has a network of 498 dealers and over 1,500 service dealers and 162 exclusive three-wheeler dealers spread across the country.
About Bajaj The Bajaj Group is amongst the top 10 business houses in India. Its footprintStretches over a wide range of industries, spanning automobiles (two-wheelersand three-wheelers), home appliances, lighting, iron and steel, insurance, travel andfinance. The group’s flagship company, Bajaj Auto, is ranked as the world’s fourthlargest two- and three- wheeler manufacturer and the Bajaj brand is well-known in over adozen countries in Europe, Latin America, the US and Asia. Founded in 1926, at theheight of Indias movement for independence from the British, the group has anillustrious history. The integrity, dedication, resourcefulness and determination tosucceed which are characteristic of the group today, are often traced back to its birthduring those days of relentless devotion to a common cause. Jamnalal Bajaj, founder ofthe group, was a close confidant and disciple of Mahatma Gandhi. In fact, Gandhiji hadadopted him as his son. This close relationship and his deep involvement in theindependence movement did not leave Jamnalal Bajaj with much time to spend on hisnewly launched business venture. His son, Kamalnayan Bajaj, then 27, took over thereins of business in 1942. He too was close to Gandhiji and it was only after Independencein 1947, that he was able to give his full attention to the business.Kamalnayan Bajaj notonly consolidated the group, but also diversified into various manufacturing activities.The present Chairman and Managing Director of the group, Rahul Bajaj, took charge ofthe business in 1965. Under his leadership, the turnover of the Bajaj Auto the flagshipcompany has gone up from Rs.72 million to Rs.46.16 billion(USD5 936 million), itsproduct portfolio has expanded from one to and the brand has found a global market. Heis one of India’s most distinguished business leaders and internationally respected for hisbusiness acumen and entrepreneurial spiritCOMPANY PROFILE :-Founder Jamnalal BajajYear of Establishment 1926
Industry Automotive - Two & Three WheelersBusiness Group The Bajaj GroupListings & its codes BSE – Code: 500490; NSE - Code: BAJAJ AUTOPresence Distribution network covers 50 countries. Dominant presence in Sri Lanka, Bangladesh, Columbia, Guatemala, Peru, Egypt, Iran and Indonesia.Joint Venture Kawasaki Heavy Industries of JapanRegistered & Head Office. Akurdi , Pune – 411035, India Tel.: +(91)-(20)-27472851 Fax: +(91)-(20)-27473398Works Akurdi, Pune 411035 Bajaj Nagar, Waluj Aurangabad 431136 Chakan Industrial Area, Chakan, Pune 411501E-mail firstname.lastname@example.orgWebsite www.bajajauto.com3.1 RESEARCH METHODOLOGY :- Survey research is the systematic gathering of information from respondents for thepurpose of understanding and/or predicting some aspects of the behavior of thepopulation of interest. It is the most common method of collecting primary data for
marketing decisions. Survey can provide data on attitudes, feelings, beliefs, past andintended behavior, knowledge, ownership, personal characteristics and other descriptiveitems. Survey research is concerned with administration of questionnaires (interviewing).The survey research must be concerned with sampling, questionnaire design,questionnaire administration and data analysis. The administration of questionnaire to anindividual or group of individuals is called an interview. A questionnaire is simply aformalized set of questions for eliciting information. As such, its function is measurementand it represents the most common form of measurement in marketing research.The report has been prepared as per the information obtained from two sources. They are:1. Primary data2. Secondary data1.Primary data:The primary data included the information collected from the1. Proprietor, manager and employees of JAI BAJAJ motors.2. Structured questionnaire3. Personal interview with customer2.Secondary data:Secondary data includesa. Data from various magazines esp. bike magazines.b. Internetc. Brochuresd. Bookse. Newspapers etcSampling plan:Data collected has been analyzed and interpreted by using simple percentagemethod and finally the data is presented in graphs and charts.Sampling frame :1. Customers visiting showrooms for servicing their motorcycles2. Shopping malls, Supermarket, Markets, College parking etcSampling unit:Motorcycles owners esp. Bajaj Pulsar motorcycle ownersSampling method:Simple random sampling method was used.
Desired sample size:A sample size of 60 motorcycle owners was specified.3.2 Literature of review:Customer satisfaction is the determination of the degree to which a companies productsor services meet the requirements of the end users. “Customers satisfaction is the customer’s evaluation of a product or service interms of whether the product or service has met their needs and expectations.”Consumer expectations are continuously increasing. Brand loyalty is a thing of past.Customer’s seeks out the products and producers that re best able to satisfy theirrequirement.It is not enough if the product meets customer expectations like the behavior or attitudeof the person. Customer satisfaction is the combination of both technical features andhuman behavior aspects.Customer satisfaction has been represented as follow:Performance features address issues the conformance to the standards and variability.Behavior aspects deal with the component of the following aspects. Responsiveness – readiness of employees to provide the service. Courtesy – respect, friendliness of contact personnel. Complete resolution – listening to customers. Communication – speaking to the customers in their language. Credibility – taking ownership in resolving the complaints.If customers experience matches the customer expectations, it leads to customersatisfaction and if customer experiences doesn’t match the customer expectations’, leadsto ‘customer satisfaction’. On similar lines if it expectation leads to customer delights. • Phases in customer satisfaction:-Customer satisfaction can be divided in to three phases.
• Pre sales period:-During these phase the customer satisfactions are built through the various informationon the product, i.e. its quality, core benefits, its price distribution outlet and so on. Thecustomer is in a way attracted to the benefits of the product that he would gain after thepurchase of the product. • During the sales period:- During this phase the customer is experienced on being converted from a prospect toan actual buyer. Here customer satisfaction will be felt if given an opportunity to inspectthe product, attentive services ambience etc. • After sales period:- This phase starts after the customer has brought the product and started using it.Customer satisfaction will be matching customer expectation if the required support oradvice is provided by the firm, efficient and effective follow up process efficient andeffective follow up process, efficient repair and maintenance service and smooth andstraight forward complaint follows • Product and service features:- Customer satisfaction with product or service is influenced significantly by thecustomer evaluation of the product and service in the features. The important features andattributes and perception of those features all determine the overall satisfaction. Customeremotion can also affect their perceptions of satisfactions with their products and services.These emotions can be stable pre-existing emotions like mood state or life satisfaction.These include positive emotions happiness, pleasures and negative emotions such assadness, regret, sorrow, anger and depression. • Attributions for service success and failure: Attributions the perceived courses of events, influences, perception of satisfactionwell. When the product or service is either much better or much worse than expected, the
customer tends to look for the reasons and their assessments of reasons can influencetheir satisfaction. Customer satisfaction is also influenced by perceptions of equity and fairness.Customer ask themselves whether they had been treated fairly compared with othercustomers, whether they got the treatment, better prices or better quality services. Most of the companies believe in TCS- “total customer satisfaction”. If the exiting thecustomers are satisfied, then they advertise the product and there by it reduces the cost onpromotional activities. Their peer groups including friends and relatives will also beinfluenced toy to the product and thereby enabling the company to earn high marketshare. Satisfaction of the customers is also important tool to the company’s planning for thefuture. Based on the satisfaction plan they can plan out their future market policies. Anymodification required enhancing the level higher and plan out the promotional policiesrequired in the future. Hence customer satisfaction is the most important in the market action. Actionplanning organizes the activity to improve customer satisfaction by operational definingand functional deploying customer requirement. The concept of satisfaction is one about which there are presently few agreed upondefinition and approaches to measure nevertheless. Hunt as summarized concept in thefollowing statement. Satisfaction is the kind of stepping away from and experiences and evaluation it, onecould have pleasure experiences that caused dissatisfaction because even thoughtpleasurable, it was supposed or expected to be. So satisfaction / dissatisfaction is not anemotion, evaluation of an emotion. Even though Bajaj is facing cut throat competition in the market, it is making hugeprofits. There is need to understand the customer buying behavior and customersatisfaction towards the product. Therefore the Baja India company chooses what thefactor which makes the customer satisfy and what are the changes the required in futures. The research intends to prove and understand the customer’s perception and attitudetowards Bajaj motors. Researches also study to find out the level of the customers
satisfaction towards Bajaj on different parameters. By this the company would like toknow the demerits and increases their standard of the industry. • Definition for after-sales services: Customer support following the purchase of the product or services. In some cases,after-sales services can be almost as important as initial purchase. The manufacturer,retailer, or service provider determines what is included in any warranty (or guarantee)package. This will include the duration of the warranty traditionally one year from thedate of purchase, but increasingly two or more years “maintenance and / or replacementpolicy, items included/excluded, labor cost, and speed of response. In the case of serviceprovider, after sale service might include additional training or helpdesk availability. Ofequal importance is the customer’s perception of the degree of willingness with which asupplier deals with the questions or complaint, speed of response, and action taken. Quality, price and service are three factors are critical to success of any export saleseffort. Quality and price are addressed here, should be integral party of any company’sexport strategy from the start. Properly handled, service can be foundation for growth.Ignored or left to chance, it can cause an export effort to fail. Service is the prompt delivery of the product. It is courteous sales personnel. It is auser or service manual modified to meet your customer’s needs. It is ready access to aservice facility. It is knowledgeable, cost-effective maintenance, repair or replacement.Service is location. Service is dealer support. Service varies by the product type, the quality of the product, the price of the product,and the distribution channel employed. For export products that require no service – foodproducts, some consumer goods, and commercial disposables. On the other hand, the characteristics of consumer durable and some consumablesdemand services be available. For such products, service is expected by the consumer. Infact, foreign buyers of individual goods typically place service at the forefront of thecriteria they evaluate when making a purchase decision. All markets are sophisticated, and each has its own expectations of suppliers andvendors. U.S manufacturers or distributors must their fore ensure that their serviceperformance is comparable to that of predominant competitors in the market. This levelof performance is an important determinant in ensuring a reasonable competitiveposition, give the other factors of the product quality, price, promotion and delivery.
An exporting firms strategy and market entry decision may dictate that it does notprovide sales service. It may determine that its exports objective is the single or multipleopportunistic entries into export markets. Although this approach may work in the shortterm, subsequent product offerings will be less successful as buyers recall the failure toprovide expected levels of service. As a result, the market development and salesexpenditures may result in one time. • Service delivery options:Service is an important factor in the initial export sale and ongoing success of products inforeign markets. U.S. firms have many options for the delivery service to foreign buyers.A high cost option and the most inconvenient for the foreign retail, wholesale,commercial or individual buyer is for the product to be returned to the manufacturing ordistribution facility in the United States for service or repair. The buyer incurs a high costand loses the use of the product for an extended period, while the seller must incur theexport cost of the same product a second time in return it. Fortunately, there areparticular, cost effective alterative approach. If the selected export in the channel is a join venture or other partnership arrangement,the oversea partner may have a service or repair capability in the markets to bepenetrated. An exporting firm’s negotiation and arrangement with its partners shouldinclude explicit provision for repairs, maintenance and warranty service. The cost ofproviding this service should be negotiated into the agreement.For goods sold and retail outlets, a preferred service opinion is to identify and use localservice facilities. Though this requires up front expenses to identify and train localservice outlets, the costs are more then required in long run.If the product being exported is to be direct end users, service and timely performance arecritical to success. The nature of the product may be required delivery of one site serviceto the buyer within very specific parameter.May have to send personnel parameter to the site to provide service. The sales contractshould anticipate a reasonable level of one site service and should include the associatedcosts. Existing performance and service history can serve as a guide for existing service
and warranty requirements on export sales, and sales can be costs accordingly. Thispractice is accepted by small and large exporters alike.At some level of exports activity, it may become cost effective for company to establishits own branch or subsidiary operations in the foreign market. The branch or subsidiarymay be in one person operation or more extensive facility staffed with sales,administration, service and other personnel, most of whom are local nationals in themarket. This high cost option enables the exporter to ensure sales and service quality,provided the personnel are trained in sales, products, and service on an ongoing basis.The benefits of the options includes the control it gives to the exporter and the ability toserve the multiple markets in a single region.Manufacturers of similar or related products may find it cost effective to consolidateservice, training and support each export market. Service can be delivered by U.S basedpersonnel, a foreign facility under contract, or a jointly owned foreign based servicefacility. Despites its cost benefits this options raises a number of issues. Such jointactivity may be interpreted as being in restraint of trade or otherwise market controllingor monopolistic. Exporters that are considered it should therefore obtain componentlegal counsel when developing this joint operating arrangement. Exporters may wish toconsider obtaining an export trade certificate of review. • TEN RULES FOR GREAT CONSUMER SERVICE:Efficient and affordable online customer service training.Amount of time when you called a mail company’s toll free lineNegative buying experiences are almost always linked to shoddy customer serviceEven though most businesses claims that they put people first it’s rare to find goodconsumer support. But customer service isn’t extinct. In fact after consumer groups andthe media took potshots last year at e-commerce sites for leaving customers, manybusinesses began to focus more attention on service.Strong customer service is a business essential. Providing it isn’t as difficult if you asemployees achieved these basic rules. • Commit to quality service:Everyone in the company needs to be devoted to creating a positive experiences for thecustomers. Always try to go above and beyond customer expectations. • Know your products:
Convey an articulate and in depth knowledge of product and services to win customertrust and confidence. Know your company’s products, services, and return policies insideand out. Try to anticipate the types of questions that customers will ask. • Know your consumers:Try to learn everything you can about your consumers in order your service approach totheir needs and buying habits. Talk to consumers about their experience with yourcompany, and listen to their complaints. In this way, you can get to the root of customerdissatisfaction. • Treat people with courtesy and respect:Remember that every time that you, your employees, and colleagues make contact withcustomer whether its by email, phone, written correspondence, or a face to face meeting,the interaction leaves with impression with that customer. Use conciliatory phrases,“sorry to keep you waiting” “Thanks for your order,” You’re welcome,” and “it’s been apleasure helping you” to demonstrate not only your commitment to customer satisfactionbut your dedication is courtesy. • Never argue with customers:You know very well that the customer isn’t always right. However, it is important thatyou do not focus on the missteps of a particular situation, instead, concentrate on how tofix it. Research shows that 7 out of 10 customers will do the business with the companyagain if that business resolves a complaint in their favor. • Don’t leave customers in limbo:Repairs, callbacks, and emails need to be handled with a sense of urgency. Customerswant immediate resolution and if you can give it to them, you will be probably win theirrepeat business. Research shows that the instance of repeat business growth up to 95percent when complaints are resolved on the spot. • Always provide what you promise:Fail to do this you will lose both credibility and customers. If you guarantee your quotewithin 24 hours, get the quote in day or less. If and when you neglect to make good onyour promise, apologize to the customer and offer some type of compensation, such asdiscount or free delivery. Overall only make promises that you are confident that you andyour business can keep. • Assume that your customers tell the truth:
Even though it may appear that customers lie to manipulate a situation to their advantage,it is to your advantage to give them the benefit of the doubt. The majority of thecustomers don’t like to complaint in fact they will out of their way perhaps all the way tocompetitors to avoid it. If you hear unhappy to rumbling from your customers, take theircomplaints to heart and do your best to appease their dissatisfaction. • Focus on customers not on sale:Sales people especially those who paid on commission some times focus on the volumeinstead of on the quality of the sale. Remember that to keep a customer’s business ismore important to close a sale. Research shows that it costs six times more to attract anew customer than it does to keep an existing one. Moreover happy customers are thebest and most effective way to find new customers. • Make it easy to buy:The buying experience in your store, on your web site, or through your catalog should beas easy as possible. Eliminate unnecessary paper work and forms, help people to findwhat they need, explain how products work, and do whatever work else you can tofacilitate transactions. • New sales opportunities and improved customers relations:-Foreign buyers of U.S manufactured products typically have limited contacts with themanufacturer with personnel. The foreign service facility is in fact one of the majorcontact points between the exporter and buyer. To a great extent, the U.S manufacturerreputation is made by overseas service facility.The service facility can be a positive and reinforcing sales and service encounter. It canalso be an excellent sales opportunity if the service personnel trained to take advantage ofthe situation. Service personnel can help the customer make life cycle decisions regardingthe efficient operation of the product how to update it more and longer cost effectiveoperation and when to replace it as the task expands or changes. Each service contact isan opportunity to educate to customer and expand the exporter’s sales opportunities.Service is also an important aspect of selling solutions and benefits rather than productfeatures. More than one leading U.S industrial products exporter sells its products as atool to do the job rather than as a truck or a cutting machine. Service capability enablescustomers to complete their jobs more effectively with the exporter tool. Training
mangers and personnel in this type of thinking vitalize service facilities and generate newfacility opportunities.Each foreign market offers a unique opportunity’s to the U.S exporter. Care and attentionto the development of in the country’s sale and distribution capabilities is permanent.Delivery of after sales service is critical to the near and long term success to the U.Scompany’s effort in any market.Senior personnel should commit to a program of regular travel to each market to meetwith company representatives, clients, and others who are important to success of thefirm in that market. Among those persons would be commercial officer at the commercialservices post and representatives of the American chamber of commerce and the localchamber of commerce or business association.The benefits of such a program are twofold. First executive management learns moreabout the market place and the firm’s capabilities. Second the in country representativeappreciates the attentions and understands the importance of the foreign market in theexporter’s long term plans. As a result such visits help build a strong, productiverelationship. • Measuring customer satisfaction:Customer satisfaction refers to the extent to which customer’s satisfaction levels can bemeasured using survey techniques and questionnaires. Gaining high level of customersatisfaction is very important to a business because satisfied customers are most likely tobe loyal and to make repeat orders and to use a wide range of services offered by abusiness.Studies carried out by companies like Argos and Cadburys have found very high levels ofcustomer satisfaction. It is not surprising because the companies emphasize marketresearch and marketing as the tools to find out what customers want. Knowing what yourcustomer wants it possible to tailor everything you do to pleasing the customers.There are many factors which lead to high level of customer satisfaction which includes:products and services which are customer focused and then provide high levels of valuefor money. Customer service giving personal attention to the needs of the individualcustomers. After sales service. Following up the original purchase with after sales supportsuch as maintenance and updating for example in the updating computer packages.This occurs when they feel that the goods and services that they buy have been speciallyproduced for them or for people like them. This relates to a wide range of products such
as razors that are designed for case of use and good quality finish, petrol products that areenvironmentally friendly and customized to meet the needs of particular types of enginesetc. • Service quality:Quality is consistently delivering products and services that fully meet customer’s needsand expectations.Product or service quality requires a total system, which identifies customerrequirements, which design the product or service to those requirements and whichestablishes a product or service delivery system to produce in conformance with thespecifications.A customers perceived performance of an evaluation of those product attributes, attributeperformance and consequences arising from use that facilitate achieving the customer’sgoal and purposes in use situations. • Value is not what goes in product, but what customer goes out of it. • A customer gets the value over a period of time, rather then a point in time. • Value happens in the customers space rather than the suppliers space, where only cost in accumulate.Quality work does not mean quality service. Customer prefers organizations that deliverquality service, and suppliers can charge premium for quality services. That customerassess service quality by comparing what they feel a seller should offer and compare withagainst the sellers actual service performance.Quality control and marketing must take place during service production andconsumption. A list of six criteria of good perceived quality professionalism and skills,attitudes and behavior, accessibility and flexibility, reliability and trustworthiness,recovery, and reputation and credibility. The first is outcome related, reputation andcredibility are image related, and the rest are process related.There are five key gaps that can cause problems in service delivery. • Research gap – between customer expectations and managements perception of those expectations. • Planning and design gap – between management’s perception of what the customer wants and the designed capabilities of the system that management develops to provide the service. • Implementation gap – between what the service system is designed to provide and what it actually provided.
• Communication gap – between what the service system provides and what the customer is told it provides • Reality gap – between customer’s service expectations and their perceptions of that service. A company should always pay attention to the customer perceptions and expectations. If there is a difference between customer expectations and perception, there is a gap and in practice, it does not matter whether the gap is based on facts or feelings, but how the customer perceives service matters. In studies of customer’s expectations of service quality and their actually experiences, the following five elements are seen as the most important to the buyer. • Reliability – ability to provide what was promised. • Assurance – knowledge of courtesy of employees and their ability to convey trust and confidence. • Tangibles – physical facilities, equipment and appearance of the personnel. • Empathy – carrying and individual attention. • Responsiveness – willingness to help and provide prompt service. Two critical dimensions are reliability and responsiveness. Generally, reliability is the most important for customer when they access service. Responsiveness means anticipating problems before they occur, rather than fixing problem quickly. Companies must work at making sure that problems will not occur at all. Once the customer is sure about the quality of the product and responsiveness of the employees, the probability of the customer becoming a loyal customer increases. Customers evaluate services based on the purpose of the service, necessity, importance, results, cost and risk. In order to have appropriate expectations, a customer should have a full picture of the purpose of a job. Depending on the customer’s perception, the necessity of a service can vary. If the service is necessary to help customers perform their jobs they have high expectations for the job. If a customer sees a risk associated with dealing with the company, their perception of the added value can be minimal.Determinants of service quality are: • Reliability – consistence of service. • Responsiveness – willingness of readiness of employees to provide
• Competence – possessions of required skills. • Access – approachability and case of contact. • Courtesy – politeness, respect, consideration and friendliness • Communication – keeping customers informed and listening. • Credibility – honesty, trustworthiness. • Security – freedom from danger, risk or doubt. • Tangibles – physical evidence of the service. The value of the result varies with the size of the service tasks and their importance for the customer. Frequently the way of service is provided is an important as the result. This has the following effects on service providers. • Service quality is relative • Service quality is defined as the customer. • Service quality varies from customer to customer. • Service quality can be enhanced to meeting customer expectations and controlling those expectations. A company’s most significant success factor is ability to deliver better customer valuethan the competitors do. The components of customer value a company can estimate acustomer’s true profitability. Customer perception of expected benefits consists of theproduct and service attributes. Additionally it includes company image relative to thecompetition. Good customer value consists of product value, service value and valuebased pricing.Many customers measure their cost only in terms of price, but in certain cases theacquiring costs can be substantial and convenience cost can have the value for acustomer.Customer’s perceived risks should be reduced in a ways that would increase theirexpectations and create competitive advantage. Service reliability reduces the cost ofservice delivery and builds value of the customers.For an organization that offers a service a whose quality cannot be judged in advance, aservice guarantee may represent an important marketing tools, and it can be significantfor the potential customer to whom this service may cause substantial risk. • Five basic customer value lessons: • Customer defines the appropriate product quality, service quality and reasonable price.
• Customer value expectations are formed relative to competitive offerings • Customer expectations are dynamic, always demanding • Product and service quality must extend throughout the channel. • Maximizing customer value requires total organizational involvements and commitments.4.1 Data analysis and interpretation:SWOT Analysis:Market trends must be considered as the company the company developsIt’s marketing strategies. 1. Strengths:
• "Bajaj" is a well established Brand name in the scooter segment.• Bajaj Auto is a cost-effective producer in the two wheeler market.• It has a huge market share in the scooter segment of the two-wheelerindustry. This acts as a cushion for the company in their efforts offoraying into the motorcycle segment.• Bajaj has established a wide distribution network for the scooter segmentwhich will favor them in their efforts in the motorcycle segment.• Marketing has been a strength for Bajaj since inception.Strengths are internal capabilities that can help the company reach its objectivesBajaj can build three important strengths:1. Style2. Pick up3. Speed2. Weaknesses:• Bajaj has become a generic name associated with the scooters and thatneeds to be changed in the minds of the consumers before it could expecta great success in the motorcyclesegment.• Bajaj is dependent on its foreign counterparts for technological support.This needs to be addressed as it might be crucial when the foreign playersenter the Indian market directly.Weaknesses are internal elements that may interfere with thecompany’s ability to achieve its objectives.The weaknesses evaluated after the study are:1. Heavy weight of the motorcycles2. Mileage3. Costly spare parts3.Opportunities:• The motorcycle segment is expected to grow at a considerable rate andthis would provide a good opportunity for Bajaj Auto to increase itsmarket share in this segment.• Kawasaki of Japan, when it comes to India, can help Bajaj enhance itsproduct portfolio in the motorcycle segment as Kawasaki plans to use
Bajajs manufacturing base for its global operations.Opportunities are areas of buyer’s needs or potential interest in which thecompany might perform profitability. They are all external factors.Bajaj can take advantage of three major market opportunities:1.Increasing demand for high speed motorcycles.2. Launching low cost motor cycles especially India’s large number of middle classwhich is more than 60% of population.3. Reaching the towns through dealership as the middle class livingin this area is getting rich and their purchasing power is alsoincreasing.4.Threats:• The market share in the scooter segment has taken a beating from TVSSuzukis entry into this segment.• Entry of Multinational companies, especially Chinese ones, in themotorcycle segment will stiffen the competition and will hamper theefforts of Bajaj to establish itself in the motorcycle segment.Threats are challenges posed by an unfavourable trend or developmentthat could lead to lower sales and profit.They are external factors.Bajaj faces three major threats in future:1. Increasing competition2.Launch of cheaper motorcycles by competitors3.Launch of cheaper cars by TATA whose price is equivalent to Bajaj’s Pulsar segment
long using the Bajaj bikeTable 1 Response No of Percentage responsiveness 2 year 23 38% 3 years 8 13% 4 years 4 7% more than 42% 4 years 25 Total 60 100%Source - primary dataMost of the respondents are using more than 4 years38% percent of the respondents are using 2 years13% of members are using 3 yearsOnly 7% of the members are using the 4 years
Are you happy with performance of the bike? Table 2Response No of Percentage responsivenessYes 59 98%No 1 2%Total 60 100%SOURCE – PRIMARY DATA
Most the respondents are saying yes Limited members are saying noIn what way you selected the Bajaj bike Table 3Response No of responses PercentageEngine capacity 7 12Stylish 18 35Mileage 21 30
Comfortable 14 23Total 60 100Did you receive any letter or call from the jai Bajaj service center regarding service duereminders?
Table 4Response No of responsiveness PercentageYes 40 67%No 20 33%Total 60 100%
Ease of arranging the service visit? Table 5Response No of responses PercentageVery convenience 17 28%Convenience 37 62%Not convenience 6 10%Total 60 100%
How do you rate the cleanliness and comfort of service reception and customer waitinglounge/area? Table 6Responsive No of responsiveness PercentageWorstVery bad 3 5%Neither good nor bad 24 40%Very good 28 47%Best 5 8%Total 60 100%
Courtesy / friendliness of service advisor? Table 7Responsive No of responsiveness PercentageExcellent 17 28%Good 35 59%Fair 8 13%PoorTotal 60 100%
Responsiveness of service advisor? Table 8Responsive No of responsiveness PercentageWorst 20 33%Very badEither good nor badVery good 36 60%
Best 4 7%Total 60 100%Fairness of the charges?
Table 9Responsive No of responsiveness PercentageUn acceptable 4 7%Acceptable 45 18%Fair 11 75%Total 60 100%
Reviewed with you the work that was done on your vehicle? Table 10Responsive No of responsiveness PercentageYes 54 10%No 6 90%Total 60 100%
Does the service advisor explain you about the service charges during delivery? Table 11Responsive No of responsiveness PercentageYes 48 80%No 12 20%Total 60 100%
Conditions of vehicles on return? Table 12Responsive No of responsiveness PercentageWorstVery badNeither good nor bad 21 35%Very good 32 53%Best 7 12%Total 60 100%
Cleanliness of vehicle on return? Table 13Responsive No of responsiveness PercentageExcellent 13 22%Good 36 59%
Thoroughness of explanation of the service advisor? Table 14Responsive No of responsiveness PercentageExcellent 10 17%Good 41 68%Fair 7 12%Poor 2 3%Total 60 100%
Timeliness of the pick up process? Table 15Responsive No of responsiveness PercentageYes 52 87%No 8 13%Total 60 100%
Does the dealership have convenient business days/hours of operation? Table 16Responsive No of responsiveness PercentageYes 54 90%No 6 10%Total 60 100%
Convenience of location? Table 17Responsive No of responsiveness PercentageYes 57 95%No 3 5%Total 60 100%
How do you feel about jai Bajaj service departments? Table 18Responsive No of responsiveness PercentageExcellent 6 10%
Very good 23 39%Good 22 38%Fair 9 13%PoorTotal 60 100%
How do you rate your overall service experience? Table 19Responsive No of responsiveness PercentageExcellent 9 18%Very good 21 35%Good 22 36%Fair 7 9%Poor 1 2%Total 60 100%
Based on your experience will you visit jai Bajaj service center again? Table 20Response No of responsiveness PercentageYes 55 92%No 5 8%Total 60 100%
5.1FINDINGS: After my study at jai Bajaj service center is on the customer satisfaction after the sales and services below are list of findings: • Due to lack of people in the service department employees were not attended with in the expected times of customers. • Management is not fully aware of the relation between the customer and staff. • Most of the customer felt the staff still requires more skills to treat customers. • Customers feel that they won’t get the same response what they get during the sales. • Management must provide equal weight age for both the sales and service, as both are related to the customers.Management must seriously look to improve the overall service provided to thecustomers.
5.2 Suggestions:Based on the overall findings the suggestions can be as follows: • Management should stricter on the making sure that the customers are attended on time. • Customer’s questions or problems should be considered properly and same has been answered effectively. • Management should interface frequently in order to make sure that all of its customers are satisfied. • Considering sales and service are equal importance must be given. • Management must make sure it has enough people employed in the service department so that it can meet the customer expectation on time.
5.3 Conclusion: After my analysis on the “customer satisfaction after sales and services” in jai Bajaj service center I have come to the conclusion where I strongly consider that the jai Bajaj service center.Indian 2-wheeler industry is the second largest in Asia after China. And Bajaj is oneamong them. Bajaj Auto came into existence on November 29, 1945 as M/s BachrajTrading Corporation Private Limited. Jamnalal Bajaj is founder of the group.. His son,Kamalnayan Bajaj, then 27, took over the reins of businessin1942. The present Chairmanand Managing Director of the group, Rahul Bajaj, took charge of the business in 1965.The Groups principal activity is to manufacture two and three wheeler vehicles. Other
activities of the group include insurance and investment business. The group comprisesof 27 companies. Distribution network covers 50 countries. It has a network of 498dealers and over 1,500 service dealers and 162 exclusive three-wheeler dealers spreadacross the country. Bajaj Auto, is ranked as the world’s fourth largest two- and three-wheeler manufacturer and the Bajaj brand is well-known in overa dozen countries in Europe, Latin America, the US and Asia.Apart from business it has contributed a lot for the society by as its customer socialresponsibility. It has contributed to agriculture, women empowerment, health services,animal husbandry etc.Although Hero Honda is the market leader in the automobile sector, Baja has alwaysproduced quality motorcycle with style and maintained its standard by being on No.2.
BIBLIOGRAPHY:- • Christopher lovelock, Jochen Writz, Jayantta Chatterjee, service marketing • Valaric A Zinthmal, Ajay pandit service marketing • Philips kottler, Kevin lane keller marketing management • C R kothari Business Research Methodology Magazine • Over drive • Auto India Website • Google .com • www.bajaj auto .com
QUESTIONNAIRERespected sir this is the survey being conducted by Rajesh Kumar .P the students ofsathyabama university pursuing final semester BBA. Please co-operate by filling thequestioners for “A study on customer satisfaction on after sales and services in Jai Baja”all the information provided. Name Model Register no 1) How long you are using the bajaj bike? a) 2 years b) 3 years c) 4 years d) more then 4 years 2) Are you happy with the performance of the bike?
a) Yes ( ) b) No ( )3) In what way you are selected the bajaj bike? a) Engine capacity b) Mileage c) Stylish d) Comfortable4) Did you receive any letter or call from the jai Bajaj service center regarding service due reminders? a) Yes ( ) b) No ( )5) Ease of arranging the service visit? a) Very convenience ( ) b) Convenience ( ) c) Not convenience ( )6) How do you rate the cleanliness and comfort of service reception and customer waiting lounge/area? Very bad Neither good Very good nor bad Probably worst --------------------|----------------------|-----------------|------------- probably good 0 10 20 30 40 50 60 70 80 90 1007) Courtesy / friendliness of service advisors? a) Excellent ( ) b) Good ( ) c) Fair ( ) d) Poor ( )8) Responsiveness of service advisors? Very bad Neither Very good good nor bad Probably worst --------------|---------------|-----------------------|------------------- probably best 0 10 20 30 40 50 60 70 80 90 1009) Fairness of the charges? a) Unacceptable ( ) b) Acceptable ( ) c) Fair ( )
10) Reviewed with you the work that was done on your vehicle? a) Yes ( ) b) No ( )11) Does the service advisor explain you about the service charges during delivery? a) Yes ( ) b) No ( )12) Condition of vehicles on return? Very bad Neither good Very good Nor bad Probably worst ---------------|-------------------|------------------|---------------------- probably best 0 10 20 30 40 50 60 70 80 90 10013) Cleanliness of vehicle on return? a) Excellent ( ) b) Good ( ) c) Fair ( ) d) Poor ( )14) Thoroughness of explanation of the service advisor? a) Excellent ( ) b) Good ( ) c) Fair ( ) d) Poor ( )15) Timeliness of the pick – up process? [Whether your delivery process completed within appropriate time] a) Yes ( ) b) No ( )16) Does the dealership have convenient business days/hours of operation? a) Yes ( ) b) No ( )17) Convenience of location? a) Yes ( ) b) No ( )18) How do you feel about jai bajaj service department?
a) Excellent ( ) b) Very good ( ) c) Good ( ) d) Fair ( ) e) Poor ( )19) How do you rate your overall service experience? a) Very good ( ) b) Good ( ) c) Satisfied ( ) d) Average ( ) e) Not satisfied ( )20) Based on your experience will you visit jai bajaj service center again? a) Yes ( ) b) No ( ) (Signature of the respondent)