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. 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. 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.
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4. 1.1 Company profile : IMRB international
A diagrammatic chart representing IMRB’s ownership structure
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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.
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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.
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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.
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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
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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.
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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.
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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.
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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
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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.
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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.
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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.
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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.
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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.
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.
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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.
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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.
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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.
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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.
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