Customer Sat Report
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Transcript of Customer Sat Report
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EXECUTIVE SUMMARY
A study on customer satisfaction level towards the product and service provided by RAM
HYUNDAI PVT LTD,CHENNAI. The need for this study emerged to find out the reason
for the sales which was gradually falling from the start of 2011. The idea of the case study is
to learn whether the customers were treated well,whether customers problem are solved with
utmost care and how relationship is been maintained between the dealer and their Customers.
A market survey was conducted among 100 customers of RAM Hyundai at Chennai.The
data were collected from varied categories of respondents.It was found that most of the
customers are giving more importance to different characteristics of the product and service
while purchasing and high expectation and rating for essential service from RAM Hyundai.
RAM Hyundai should make necessary changes in services offered according to the customer
expectation and satisfaction in order to retain the existing customers for servicing and to
generate new customers for years. Employees of RAM Hyundai should be trained in
customer service so that they can provide professionalized service to the customers.
INTRODUCTION
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As organizations become increasingly customer focused and driven by demand, the need to
gain customer loyalty and retain their loyalty is critical. Customer satisfaction is the most
effective way to achieve customer loyalty. Customer satisfaction and customer loyalty share
many similar traits. Customer value is the customers perception of the ratio of benefits to
what he or she gives to obtain those benefits.
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 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 providing the dealer with an
insight into the level of customer satisfaction and changing trends of the customer
expectations.
BACKGROUND OF THE COMPANY
Hyundai a name to be reckoned in the World Automobile industry is Koreas number one
automaker. Hyundai has established an enviable record for growth both in quantitative and
qualitative terms transforming itself from a domestically oriented manufacture into a global
player and leading contributor to Koreas economic and industrial development. Hyundai
Motor Company is steadily accelerating to achieve the status of world-class automobile
company.
In December 1967, Hyundai Motor Company (HMC) was born out of the Hyundai Business
group, the nations largest conglomerate with the purpose of entering the automobile industry
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to meet the growing domestic demand for cars. Since then, HMC has played a major role in
providing transportation to further Koreas economics growth and prosperity.
Entry of Hyundai Motor Company in the Indian Market
Hyundai established its presence in India by opening a subsidiary called Hyundai Motor
India Limited with a total investment of US$ 614 Millions. The Hyundai project is the
largest to be made by an MNC in the automobile sector. The plant near Chennai, in the state
of Tamil Nadu is the largest manufacturing plant of Hyundai motors outside Korea and
contains nearly all facilities necessary for a self sufficient manufacturing and production site
for developing cars. As such, the India plant represents a family-type combined automobile
assembly facility, capable of all production processes, research and development, testing of
products, marketing for sales and provision of after sale service in India.
Ideology and Environment at Hyundai:
A management motto at Hyundai is Customer first, best in technology, best in quality and
best value for human beings. Hyundai as a company is dedicated to create new value for its
customers. Hyundai Motor Companys target is to care for the environment and devote
attention to the future of our children and their ability to inhabit a clean, pollution managed
world.
Goal of Hyundai To build the worlds best quality cars
Mission:
We at RAM Hyundai are continuously striving to be in tune with technology, provide
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products and services of the highest quality, meet the performance and price aspirations of
our customers and while doing so, maintain the highest standard of ethics and social
responsibilities.
Constantly look to improve the quality of our services and process and look for constant
development with a focus towards customer delight.
Product profile of RAM Hyundai:
1. Santro
2. Accent
3. i10
4. i20
5. Verna
6. Sonata
7. Sante Fe
Sales: Overall 1500 Vehicles sold out last year and at an average of 130 to 140 Vehicles
sold out monthly.
Competitors: The number of competition dealer in Chennai for Hyundai motors are
1. Hmp Hyundai
2. Kun Hyundai
3. Dsc Hyundai
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4. Express Hyundai
Key issues of the Organization:
Sales of Hyundai cars are gradually falling from the start of 2011.The dealer
wanted to know whether customer satisfication is the reason for the same.The study was
taken up to find out customer satisfication with respect to service offered by RAM
Hyundai.
ANALYZING THE COMPETITIVE ENVIRONMENT
General environment:
PESTEL analysis of Automobile Industry:
Political Factors:
In 2002, the Indian Government formulated an auto policy that aimed at promoting
integrated, phased, enduring and self-sustained growth of the Indian automobile
industry.Formulation of an appropriate auto fuel policy to ensure availability of adequate
amount of appropriate fuel to meet emission norms. And allowing automatic approval
for foreign equity investment up to 100% with no minimum investment criteria.Plan to
have a terminal life policy for Commercial vehicles along with incentives for replacement
for such vehicles. Promoting multi-model transportation and the implementation of mass
rapid transport system.
Economic Factors:
Government has granted concessions,such as reducing interest rates for export
financing .Indias GDP is growing at average rate of 8.5% every year and is counted as
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one of the best among the emerging economies.The manufacturing sector of Automobile
has grown in excess of 13 per cent over the last few years and Finance availability to
Commercial vehicle buyers has grown in scope during last few years.Establishment of
India as manufacturing hub, for many compact cars, Original Equipments Manufactures
and for auto components and several Indian firms have partne red with global
players.
Social Factors:
The average family size is 4 which makes it favourable to buy a 4 wheeler.Car priced
below 6 lakhs accounts for nearly 80% of the market and Vehicles priced between 3.5
lakhs-6 lakhs for the largest passenger segment in the car market.Preference for small and
compact cars are socially acceptable even among the urban people.Due to changed
lifestyle of people, leads to increased purchase of automobiles, so automobile sector
have a large customer base to serve.
Technological Factors:
The Government of India is promoting National Automotive Testing and R&D
infrastructure project (NATRIP) to support the growth of auto industry in
India.Technological solutions helps in integrating the supply chain, hence reduce losses
and increase profitability.Internet makes it easy to collect and analyse customer
feedback.With the entry of global companies into the Indian market, advanced
techno log ies ,both in product and production process have developed. And majo r
global players l ike Audi, BMW, Hyundai etc have setup their manufacturing
units in India.
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Environmental Factors:
In India,the pollution control norms applicable to the automobile sector have been aligned
with International trends.Euro II norms for emission levels have been implemented all
over the country.Judiciary in India has been active in enforcing anti-pollution
norms.Meeting the emission norms has been made mandatory for all the new vehicles
introduced in India and the auto industry has adjusted to environmental concerns.
Legal Factors:
The legal system of India is mainly characterised by liberalised foreign investment and
trade policy.There is a legal provision relating to environmental pollution by automobiles
and legal provision relating to safety measures for using a product and services that are
hazardous to life and property.
Business environment:
Porters five forces model of Hyundai motors:
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Organizational structure:
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THREAT OF NEWENTRANTS
New entrants inAutomobile sectors fromChina and Japan.
New Luxury models fromother AutomobileManufacturers.
RIVALRY AMONG THECOMPETITORS
Huge price competitionleading to extensive need todifferentiate their brands.
Rivalry among introducing thenew and best technology.
BARGAININGPOWER OF
BUYERS
Bargaining power of buyers is high.
Buyer may shift tosome other manufacturer if he isnot satisfied with the
price.
BARGAININGPOWER OFSUPPLIERS
OEM of Hyundai carsare supplied bysuppliers companiesmay bargain for a high
price.
Bargaining power of suppliers is low and themanufacturer may shiftto some other
THREAT OFSUBSTITUTES
Public Transportation withmore comfort andfrequency.
Motorcycles.
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Chief Executive Officer
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MANAGINGDIRECTOR
CHIEF EXECUTIVE OFFICER
SENIOR SALES MANAGER
DEPUTYSALESMANAGER
ASST.SALESMANAGER
4hjgfhj
TTTT20-SALESEXECUTIVES
4 -TEAM LEADERS
20- SALESEXECUTIVES
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SWOT Analysis of RAM Hyundai:
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STRENGTH:
Marketing expertise in Twowheeler retail segments atChennai
Showroom is situated inprime location of Chennai
where target groupcustomers like businesspeople,IT people etc aremore.
WEAKNESS:
Lack of sufficientknowledgable sales person.
Lack of awareness due toless promotional activities.
Low customer retention.
OPPORTUNITES:
Expanding to newgeographic areas inChennai.
Sell to existing corporatecustomers in and
around..
THREATS:
Changing customer tastes.
Competition through otherHyundai dealers in Chennai.
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Testing of Hypothesis:
A market survey with a validated tool was conducted among 100 customers of
RAM Hyundai at Chennai.After applying descriptive statistics it was inferred that,
1) From Exhibit -2, it is evident that the Characteristics which are important for
purchasing the product/service is higher than other factors.
2) From Exhibit -1, it is evident that the respondents are highly satisfied with theCharacteristics of product/service.
3) From Exhibit-3, it is evident that the rating of essential services of Hyundai ishigh.
4) From Exhibit-4, it is evident that the respondents are not fully satisfied abouttheir recent experience with the product/service.
5) From Exhibit-5, it is evident that the respondents are not fully satisfied about
their overall satisfication with the product/service.
Alternative Strategies:
1) RAM Hyundai should involve more promotional activities by providing special
offers.
2) RAM Hyundai should concentrate on online customer care service to provide
proper services on time.
Recommendation:
1) Employees of RAM Hyundai should be trained more in order to provide
professionalized service to the customers which increases competitiveness of
RAM Hyundai.
2) RAM Hyundai should concentrate on middle class people in order to increase its
sales to provide service at a competitive price.
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BIBLIOGRAPHY
Philip Kotler,Marketing Management,Pearson 13th Edition;
Page no:78
Donald R.Cooper,Business Research Methods,TataMc Graw Hill 2003 Edition ;Page no:55
www.blackwellpublishing.com
www.ibef.org
www.hyundai.com/in
www.mangaementparadise.com
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APPENDICES:
I.How satisfied are you with the following characteristics of our product/service?
EXHIBIT NO:1
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Variables Mean Median Skewness
Quality of the product/services
4.56 5.00 -1.219
Price of the product/services 4.44 4.00 -.414
Purchase experience 4.10 4.00 -.075
First purchase experience 4.28 4.00 -.420Usage experience 4.38 4.50 -.672
Fuel consumption 4.53 5.00 -.994
Looks and Design 4.71 5.00 -1.587
After purchase service 3.33 4.00 -.242
Customer servicerepresentative are friendly
3.70 4.00 -.362
Technical staff are friendly 3.40 4.00 -.153
Problem solving skills of technical staff 3.56 4.00 -.293
Total 4.09
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II .How important are the following characteristics when purchasing this type of product/service?
EXHIBIT NO:2
Variables Mean Median Skewness
Quality 4.64 5.00 -.592
Price 4.52 5.00 -.610
First use experience 4.31 4.00 -.471
Usage experience 4.31 4.00 -.354
Fuel consumption 4.52 5.00 -.891
Maintenance 4.68 5.00 -1.044
Looks and Design 4.61 5.00 -1.012
After purchase service 4.32 4.00 -.383
Repeat seviceexperience
4.21 4.00 -.316
Purchase experience 4.20 4.00 -.798
Total 4.43
.
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III .How would you rate Hyundai on following parameters?
EXHIBIT NO:3
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Variables Mean Median Skewness
Knowledgeable sales person 2.91 3.00 .179
Sales person spend enoughtime before purchase 3.79 4.00 -.411Sales person spend enoughtime after purchase
3.12 3.00 .533
Display of merchandize is pleasing
3.43 3.50 -.112
Availability of variants 4.16 4.00 -.685
Attractive discounts 3.57 4.00 -.457
Decor of the waiting area is
pleasant3.36 3.00 -.015
Offered Test Drive 4.32 4.00 -1.016
Responds to complaintsquickly
3.42 4.00 -.278
Exellent service stationfacilities
3.30 3.00 .193
Total 3.53
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IV. Thinking of your most recent experience with our product/service, howmuch do you agree with the following statements?
EXHIBIT NO:4
V. Overall, how satisfied were you with our product/service ?
EXHIBIT NO:5
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Variables Mean Median Skewness
Value for money 4.41 5.00 -1.128
All commitments are fulfilled 3.85 4.00 -.485Product/service offered arethose what I need
3.43 4.00 -.124
Product/services is easy to use 4.12 4.00 -.929
Product/services iscompetitively pricedTotal
3.73
3.90
4.00 -.458
Variables Mean Median Skewness
Overall satisfication withOur product/services
3.70 4.00 -.558
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VI. Thinking of similar products/services offered by other companies, howwould you compare our product/service offered to them?
EXHIBIT NO:6
VII. Would you recommend our product/service to colleagues or contactswithin your industry?
EXHIBIT NO:7
QUESTIONNAIRE ON CUSTOMER SATISFACTION SURVEY HYUNDAI MOTORS
Dear Sir/ Madam,
I am S.VIGNESH , a MBA student of ..University. I have taken up a projectwork in your esteem organization as a part of MBA curriculum. The topic onwhich I am working is CUSTOMER SATISFACTION SURVEY HYUNDAI MOTORS ,Chennai.
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Variables Mean Median Skewness
Compare Our product/services with other companies
4.12 4.00 -.200
Variables Mean Median Skewness
Recommend Our Product/services to others
3.17 3.00 -.299
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Please take a few minutes to complete this survey. Your specific answers will becompletely anonymous, but your views, in combination with those of others, areextremely important for analysis. The information is exclusively for academicpurpose which will help me to understand What are stress factor in anorganization & how the employees are managing?
Thank You.
I. How satisfied are you with the following characteristics of ourproduct/service?
5 - Verysatisfie
d
4 -Somewhat satisfied
3 -Neithersatisfied
nordissatisfie
d
2 -Somewhat
dissatisfied
1 - Verydissatisfie
d
Quality of the product /services
Price of the product /services
Purchase experience
First use experience
Usage experience
Fuel Consumption
Looks and Design
After purchase service(customer service, etc.)
Customer servicerepresentative are friendly
Technical staff are friendly
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Problem solving skills of technical staff
II. How important are the following characteristics when purchasing this typeof product/service?
5 -Extremely
important
4 - Veryimportant
3 -Somewhat
important
2 - Not veryimportant
1 - Not at allimportant
Quality
Price
Purchaseexperience
First useexperience
Usageexperience
FuelConsumption
Maintenance
Looks and Design
After purchaseservice(customerservice, etc.)
Repeat serviceexperience
III. How would you rate Hyundai on following parameters?
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5
Stronglyagree
4 - Agree3 - Neitheragree nordisagree
2 -Disagree
1 Strongly
Disagree
Knowledgeable salesperson
Sales person spendenough time beforepurchase
Sales person spendenough time afterpurchase
Display of merchandizeis pleasing
Availability of variants
Attractive discounts
Dcor of the waitingarea is pleasant
Offered test drives
Responds to complaintsquickly
Excellent service stationfacilities
IV. Thinking of your most recent experience with our product/service, how muchdo you agree with the following statements?
5 - Stronglyagree
4 -Somewhat
agree
3 - Neitheragree nordisagree
2 -Somewhatdisagree
1 - Stronglydisagree
Value for money
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All commitmentsare fulfilled
Product/serviceoffered are those
what I need
Product/service iseasy to use
Product/service iscompetitivelypriced
V. Overall, how satisfied were you with our product/service?
5. verysatisfied
4.Somewhatsatisfied
3.Neithersatisfied nordissatisfied
2.Somewhatdissatisfied
1.Verydissatisfied
VI. Thinking of similar products/services offered by other companies, how wouldyou compare our product/service offered to them?
6.Muchbetter
5.Somewhat better
4.Aboutthe same
3.Somewhat worse
2.Muchworse
1.Dontknow
VII. Would you recommend our product/service to colleagues or contacts withinyour industry?
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5.Definitely
4.Probably
3.Notsure
2.Probablynot
1.Definitelynot
.
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