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Niraj Rajput_MM1517414_Main

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Niraj Rajput_MM1517414_Main

  1. 1. Customer Satisfaction Measurement and Management for the customers of JCB India in Nagpur region SUMMER INTERNSHIP PROJECT Company -IMRB international Name-NIRAJ D. RAJPUT Roll no.:-MM1517414 BIMM
  2. 2. INDEX 1. Company Overview. 2. Project overview and objectives. 3. Research methodology adopted. 4. Details of analysis. 5. Findings based on Analysis. 6. Recommendations. 7. Limitations. 2July 19, 2016
  3. 3. 1. COMPANY OVERVIEW 1.1 Company profile : IMRB international • Multicountry market research, survey and business consultancy firm. • Offers range of syndicated data and customised research services, Operates in over 15 countries. • Established in 1970 it’s a part Kantar Group, WPP’s research section, Pioneer of market research in India. • Introduced SEC, first and only household panel and TAM. • Rated “Best market research company” by MRSI. • Offers services to variety of clients like ITC, Dabur , Godrej TATA, JCB and many other firms. July 19, 2016 3
  4. 4. 1.1 Company profile : IMRB international A diagrammatic chart representing IMRB’s ownership structure July 19, 2016 4
  5. 5. 1.1 Company profile : IMRB international • Divisions 1. Abacus Business Operations.-4 millions interviews annually. 2. Abacus Business Analytics.-data processing, analysis. 3. Abacus research- do research for clients. 4. BIRD-mainly for B2B markets. 5. BSG-Brand science group with focus on brand and communication research. 6. CSMM-independent, specialist unit of IMRB International for satisfaction studies. July 19, 2016 5
  6. 6. 1.2 Projects undertaken during internship • CSMM for JCB India- 50 interviews. • EDGE , Audit for pureit - 5 Audits. • Project Khushi , CSMM for John Deere - 6 interviews. • FAB I , market potential for fly ash bricks - 30 interviews. • JSW steel ,CSMM for JSW- 6 interviews. • J D power , dealer rating , 12 interviews. July 19, 2016 6
  7. 7. 1.3 Company profile : JCB India • Client of IMRB under CSMM division. • A leading manufacturer of Earthmoving and construction Equipment in India. • A fully owned subsidiary of J C Bamford Excavators. • Offers 43 different types of models in 7 product categories such as Backhoe Loaders, Wheeled Loaders, Excavators, Skid Steer loaders, Telehandlers, Compactors and Generators. • Operates in over 60 countries with 5 world class manufacturing facilities in India. • Investment of over 2000 crores rs in India. July 19, 2016 7
  8. 8. 1.3 Company profile : JCB India • With 14 Operator Training Centres, JCB has also a 16 weeks detailed induction program for the ITIs and Diploma. • It has a network of 61 dealers and over 600+ outlets throughout India which provide Parts and Product Support to our Customers. • JCB has collaborated with the Government’s Skilling Initiatives to create Employment and Entrepreneurship. • Customer focus and Quality have been at the core of JCB’s operations July 19, 2016 8
  9. 9. 1.3 Company profile : JCB India After sales services by JCB India • Warranty. • Parts support. • Live link support. • Extended warranty:- JCB Care Plus. • LAB check. July 19, 2016 9
  10. 10. 2. PROJECT OVERVIEW AND OBJECTIVES Primary objective • To understand the level of satisfaction of customers of JCB India with its after-sales service. Secondary objectives 1. To observe the approval levels and assess how JCB India is meeting customer expectations on various aspects of after-sales service. 2. To know about the performance of JCB dealers on various aspects related to after-sales service. 3. To suggest measures to improve the satisfaction index of JCB India and its dealers for after-sales service. 4. To compare the services of new dealer Anand Mine tools Pvt Ltd. with the previous dealer Gadre engineering Ltd. July 19, 2016 10
  11. 11. Target Group • Customers of JCB India – Retail and Corporate- who were identified from the database provided by JCB India. • Retail Customers (who own only 1 or 2 JCB machines). • Corporate customers (who own more than 2 / 3 JCB machines). Administration Methodology • Face to Face interviews conducted with the respondents who were willing to give their feedback at a time and place convenient to them. • Customers identified from the database provided by JCB India. July 19, 2016 11
  12. 12. 3. RESEARCH METHODOLOGY • The research methodology adopted was Conclusive research. • Population covered was customers of JCB India in Nagpur region. • Structured questionnaire was provided by IMRB based on various service related parameters related to JCB India. • Questionnaire covered following sections- 1.Service under warranty 2.Extended Warranty services 3. Repairing beyond warranty 4.Services beyond warranty 5. Parts 6. Dealer engineer 7.Communication 8.Payment 9.Net promoter score 10. Additional information July 19, 2016 12
  13. 13. 3. RESEARCH METHODOLOGY(continued) Sampling and sample size • Database of 160 customers of JCB India was given by the company itself. • Sample size required was 50. • 40 interviews were conducted face to face and 15 done over telephone due to time and location constraint. • Respondents were selected based upon convenience of the customers of JCB in the Database only. July 19, 2016 13
  14. 14. 4. DETAIL ANALYSIS • Questionnaire contained 80 questions including all 10 sections. • 29 variables of interest were drawn from the questionnaire which appeared significant to evaluate satisfaction of customers of JCB India. • Statistical tool used is IBM SPSS version 23. • Responses to these variables were tabulated in SPSS data view based on the data we got from customers. • Various SPSS techniques used for analysing the data. July 19, 2016 14
  15. 15. USE OF SPSS TECHNIQUES • For questions having Likert scale(1-5 rating) general frequency tables are used to show the response with frequency and percentages. July 19, 2016 15
  16. 16. July 19, 2016 16
  17. 17. USE OF SPSS TECHNIQUES July 19, 2016 17
  18. 18. USE OF SPSS TECHNIQUES • Reasons for the poor rating have been shown by bar charts. July 19, 2016 18
  19. 19. July 19, 2016 19
  20. 20. USE OF SPSS TECHNIQUES • Dichotomous questions regarding awareness about different services. July 19, 2016 20
  21. 21. USE OF SPSS TECHNIQUES July 19, 2016 21
  22. 22. • Cross tabulations • Communication by the dealer July 19, 2016 22
  23. 23. July 19, 2016 23
  24. 24. • Cross tabulation • Rating to the dealers July 19, 2016 24
  25. 25. • Regression analysis • dependent variable- Rating for new dealer Anand mine tools Ltd. • Independent variables- 1. Rating for services under various conditions. 2. Availability of parts. 3. Convenience of procurement of parts from dealer. 4. Performance of Dealer Engineer. July 19, 2016 25
  26. 26. July 19, 2016 26 1.Close values of Adjusted R square and R square. 2. The F value in ANOVA is 11.15 is at significance of 0.00 which shows that the regression analysis is valid.
  27. 27. July 19, 2016 27
  28. 28. • Regression Equation:-   • Rating for Anand = 0.18 + 0.219(availability of  parts) + 0.195 (ease of procurement)  +0.112(work of engineer) • The satisfaction of the customers is mainly  dependent on the availability of the part, ease of  procurement parts from the dealer and the  performance of the service engineer.  July 19, 2016 28
  29. 29. 5. FINDINGS • 84% Customers were satisfied with the services under warranty  but 26% are dissatisfied with the services beyond warranty. • Awareness was poor in the customers with variety of services  like JCB care plus, JCB family club, Annual maintenance  contract. •  All the customers are satisfied with the quality of parts from  JCB India but 66% are dissatisfied with the availability and  procurement of parts from dealer. • Positive feedback(76%) in case of Performance of the dealer  engineer and communication (66%) by the dealer.   July 19, 2016 29
  30. 30. 5. FINDINGS(continued) • Though the parts of JCB are of very high quality the operating  cost is similar to very high according to 65% customers as  compared to competitors • Cross tabulations shows that all the customers both retail and  corporate are satisfied with the services which were provided by  Gadre engineering services. • The case is opposite for Anand mine tools pvt. Ltd.62% of the  customers rated poor for its services and said that the present  dealer is not able to provide after sales services which were  provided by the previous dealer. • The satisfaction of the customers is mainly dependent on the  availability of the part, ease of procurement parts from the dealer and the performance of the service engineer. July 19, 2016 30
  31. 31. 5. FINDINGS(Continued) • The corporate customers are having issues with the new dealer and  employees at the JCB office. The main reason is the careless  attitude of dealer personnel towards these old corporate customers  leading to loss of business for JCB. • Customers who were loyal to JCB and planning to purchase in  future have changed their mind and opted for competitor’s  machines looking at the poor response of the new dealer. This  comes as the biggest threat to the JCB India in Nagpur region. • Focus of new dealer is on increasing its sales only, its not showing  any responsibility towards serving to existing customers. July 19, 2016 31
  32. 32. 6. RECOMMENDATIONS • Investigate the reasons of failure of new dealer in providing  after sales services to the customers. • Awareness campaign, meetings should be regularly  arranged by the Company itself instead of relying on the  dealers. • Priority should be given to make parts available. • Train dealer personnel in dealing with corporate  customers . • Changes in design of service pattern to minimise operating  cost for the customers. • Introduce another dealership of JCB India in the region to  generate competition among them and avoid monopoly. July 19, 2016 32
  33. 33. 7. LIMITATIONS • Address and contact details given in the database were  not correct. • Many customers from the database are new customers  not able to respond to every detail in questionnaire. • We were asked to approach the customers from the  database only. The other customers which we came  across were not be considered as respondents by the  company . • Difficulty in Telephonic interviews. July 19, 2016 33
  34. 34. KEY LEARNINGS • Importance of after sales services for high price (18- 35 lac) machines which require frequent servicing. • Your responsibility as dealer never ends once the  sales deal is close it actually starts from there. • For having sustainable grip over market you are  serving in performance of dealer  in providing after  sales support is the key factor. July 19, 2016 34
  35. 35. THANK YOU July 19, 2016 35
  36. 36. Questions? July 19, 2016 36

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