KNOWLED' First, | would like to thank my institution- RAYAT BAHRA UNIVERSITY where I am pursuing the course of Master of Business Administration. Second, I would like to express my gratitude to: [Link] Mam for his expert guidance, support and encouragement that helped me in the completion of the SIP project. I would like to give special thanks to all the respondents whose precious response helped me to complete my project and my friends and my family for the help and kind support. With Regards MOHAMMAD IMRAN BHATDECLARATION | Mohd Imranrolino. 2103104042. student of MBA of Rayat Bhara University Mohali, hereby declare that the project report on “CUSTOMER SATISFACTION TOWARDS AFTER SALES SERVICE OF MARUTI SUZUKI” is an original and authenticated work done by me. The project was of 45days duration and was completed between 20 july 2022 To 02 sep. 2022 I further declare that it has not been submitted elsewhere by any other person in any of the institutes for the award of any degree or diploma. Name of the Student: Mohd Imran Bhat Signature: Imran Date: 04-11-2022LIST OF CONTENTS Ch no. PARTICULARS PAGE NO. Ch1. | INTRODUCTION 8-13 Ch 2. | COMPANY PROFILE 15-41 Ch 3. | OBJECTIVE OF THE STUDY B Ch4. | LITERATURE REVIEW 45-49 Ch 5. | RESEARCH METHODOLOGY 51-52 Ch6. | DATA ANALYSIS AND INTERPRETATION 54-69 Ch7. | FINDINGS & CONCLUSION 1-72 Ch 8. | RECOMMENDATIONS, 74 Ch9. | LIMITATIONS 76 Ch 10. | BIBLIOGRAPHY 78 Ch 11. | ANNEXURES, 80-83LIST OF TABLES AND FIGURES TABLES & FIGURES PAGE NO. FIG 1 38 FIG 2 & TABLE 1 54 FIG 3 & TABLE 2 55 FIG 4 & TABLE3 56 FIGS & TABLE4 57 FIG 6 & TABLE 5 58 FIG 7 & TABLE 6 59 FIG 8 & TABLE7 60 FIG 9 & TABLE 8 61 FIG 10 & TABLE 9 62 FIG 11 & TABLE 10 63 FIG 12 & TABLE 11 64 FIG 13 & TABLE 12 65 FIG 14 & TABLE 13 66 FIG 15 & TABLE 14 67 FIG 16 & TABLE 15 68 TABLE 16 69CHAPTER 1 INTRODUCTION1.1 Customer Satisfaction Customer Satisfaction is the term which measures the degree of satisfaction of a customer from a product and services supplied by a company. Customer- A customer is a n individual or business that purchases another company’s goods and services. Satisfaction- Satisfaction is the pleasure that you feel when you do something or get something that you wanted or needed to do or get Customers Satisfaction to a company can be defined as: + The company's ability to fulfill the business, emotional, and psychological needs of its customers; * Quality of service delivery expected by the customers. ‘© An internal drive to satisfy an Unsatisfied need of customer. * Providing good service in a pleasant manner and meeting the customer's expectations; + The measure of the degree to which a product or service meets the customer's expectations; * Comparison of expectations versus actual experience. 1.2 Why Customer Satisfaction is important? Satisfied customers contribute to customer retention and reducing churn. It leads to fewer spending or more budget to spend on other activities. It brings in more revenue and also word of mouth. And the pursuit of keeping our customers satisfied will enable us to continually improve upon our support functions, call center interactions, our communications and the product itself. It will also help us set the stage for the next task — winning customer loyalty.We've already seen that customer satisfaction is a leading indicator to purchase intentions and customer loyalty. Customer loyalty is also a lagging indicator of customer retention, and here are 5 compelling reasons why customer retention matters © As quoted by HBR, acquiring a new customer is anywhere from 5x to 25x more expensive than retaining an existing one. * According to Gartner, your loyal customers who form the 20% of your customer base drive an additional 80% of business. © Asper MarTech, existing customers are 3x to 10x more likely to spend than a cold lead. * According to Fred Reichheld, inventor of the net promoter score, a 5% increase in customer retention results in a 25% to 95% increase in profits. © Compared to a new person evaluating it, price consciousness also decreases the longer a customer stays with a product. 1.3 Customer Expectation Customer expectation encompasses everything that a customer expects from a product, service or organization. Customer expectations are created in the mind of customers based upon their individual experiences and what they have learned, combined with their pre-existing experience and knowledge. Expectations of a customer on a product tell us his anticipated performance for that product. As it is suggested in the literature, consumers may have various "types" of expectations when forming opinions about a product's anticipated performance. 1.4 Measuring Customer Satisfaction Customer satisfaction is measured at the individual level, but it is almost always reported at an aggregate level. It can be, and often is, measured along various dimensions. A hotel, for example, might ask customers to rate their experience with its front desk and check-in service, with the room, with the amenities in the room, with the restaurants, and so on. Additionally, in a holistic sense, the hotel might ask about overall satisfaction ‘with your stay. ‘There are several ways to gather input from customers. The simplest way to find out how customers feel and what they want is to ask them. If you have only 20 customers, you can talk to each one personally. The advantage of this approach is that you'll get a personal “feel” for each customer. The disadvantage is that you'll gather different information from each customer depending on how the conversation goes. Customer surveys with standardized survey question ensure that you will collect the same information from everyone. Remember that few of your customers will be ointerested in "filling out a questionnaire". It's work for them without much reward. By Jaunching a customer survey as an attempt to find out "how we can serve you better" - - your customers will feel less put upon Here are a few of the possible dimensions that one could measure: > Quality of product Pri ing > Offers and discounts Staff's behavior v > Complaints or problems > Billing experience > Sccurity’s behavior > Store’s ambience & cleanliness > Overall experience in store 1.5 After Sales Service After sales service is any services provided by a company after the purchase of its products. Afier-sales service helps ensure that a customer gets as much use and value as possible out of their purchase. It can be provided by retailers, manufacturers or a third-party customer service provider. Afier sales services include maintenance, repair, and upgrading, If these services ean be offered at a fixed or guaranteed rate, they could be a significant competitive advantage. In maintenance, it is to be remembered that one way of solving the repair problem is to have defeet-free products and then service can be bundled into the product price, which can also be of strategic value. 1.6 After Sales Service Strategy The concept of *Afier sales service strategy’ is related with issues after the purchase of the product and its delivery. After Sales Service Strategy discusses the effect of after sales service in manufacturing industry which provides the detailing about technical assistance, spare parts distribution and customer care. This strategy is associated with 10marketing issues like service quality, service loyalty, customer satisfaction and customer relationship management, “Afier-sales service strategy has been identified as a business network process which is ‘emphasized on the overall business performance and the competitive advantage. After sales service is of two types: complementary services like customer care service and ‘competing sources Afler-Sale service strategy is related to several theories like Service Loyalty, Service Quality, Customer Satisfaction, and Customer Relationship Management. Description of each theory is elaborated below. a. Service Loyalty: Service loyalty is considered as the most important element which indulges consumers in terms of repurchasing the product. Loyal customers opt for repeat purchases. b, Service Quality: It is an end result of customer satisfaction which has an impact on service marketing, It is also termed as technical service which is 171 meant that what type of services is offered to the customers. Additionally, the role of functional service is understood through the procedure of service delivery. SERVQUAL Model is adopted to measure the service delivery ¢, Customer satisfaction: Customer satisfaction plays crucial role to deal with customers’ satisfaction and their needs. In after sales service, delivery or warranty is regarded as important element in this regard, So, level of customer satisfaction can be improved through lowering down expectations of customers or improving customers’ perceptions. The two most important issues are perceived in aftersales service delivery: one is operating time and the other is range of service (HUSSAIN, BHATTI, & JILANI, 2011). d. Customer Relationship Management: Customer Relationship Management (CRM) is referred to as customer focused business strategy where relational marketing is emphasized. Itis defined as a set of business processes that are designed to capture, retain and provide services to the customers, The objectives of CRM include increasing revenue to identify new opportunities and reducing customer defection, building customer loyalty to enhance good image of the organization and reducing costs. CRM implementation process consists of three phases like attraction, promotion and maintenance. Every phase is knowledge-oriented 172 as it enables to effect on communication with customers. Attraction phase explains about promotion of goods and service leadership which evolves the strategy of innovation. On the other hand, promotion phase describes improvement regarding the profitability of existing customers as this phase is focused on reducing costs. 1.7 Service Quality Service quality plays a pivotal role in obtaining competitive advantage to the organization. Gronroos (1978, 1982) recognized the importance ‘of valid and imperative service quality first in the area of marketing. [Link] (1980) determined first the service quality measurement model (SERVQUAL). 1994 Rust and Liver pinioned that there are three broad dimensions in service quality those are: personnel related, the Wwtangible offering related and the service scope related. Here after sales service means most of the times technical services and their quality. A satisfied customer can become asa brand ambassador for the organization and provides a greater number of references and through Word of Mouth (WOM) they promote the existing business. Zaps between service delivery According to Parasuraman service quality model (1985) there are 5 different gaps between the customers and the delivery of quality services. These gaps are: 1. Research gap — which is between customer expectations and the perception management about those expectations 2. 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 3. Implementation gap — between what the service system is designed to provide and what it actually provides 4, Communication gap — between what the service system provides and what the customer is told it provides. 5. Reality gap — between customers’ service expectations and their perception of that service 1.8 Filling the Gaps with SERVQUAL scale model Asis indicated by the name of this model, SERVQUAL is a measure of service quality. Essentially it is a form of structured market research that splits overall service into five areas or components. The SERVQUAL model features in many services marketing textbooks, usually when discussing customer satisfaction and service quality. It was developed in the mid 1980°s by well-known academic researchers in the field of services marketing, namely Zeithaml, Parasuraman_and Berry. ment of overall delivery and value of the firm, into five main categories as discussed in the next Service quality is the consumer’ which the SERVQUAL model splits section. SERVQUAL’s Five Dimensions As later suggested by the original developers of the SERVQUAL model, the easy way to recall the five dimensions are by using the letters of RATER, as follows: R=Reliability A= Assurance T=Tangibles E=Empathy R=Responsiveness 45Tangibles refers to physical facilities, equipment and appearance of personnel Reliability is the firm's ability to perform the promise service accurately and dependably Responsiveness is the firm’s willingness to help customer and provide prompt service Assurance is knowledge and courtesy of employees and their ability to inspire trust and confidence Empathy is caring and individualized attention paid to customers gaCHAPTER 2 COMPANY PROFILE2. COMPANY PROFILE MARUTID¢ S SUZUKI Way of Lite! MARUTI SUZUKI Maruti Suzuki India Limited is an automobile manufacturer in India. The company is headquartered in New Delhi. It is a public company founded by Government of India on 24" February 1981. On October 1982 the company merged with Suzuki Motor Corporation a Japanese automobile company. Maruti Suzuki is a 56.21% owned subsidiary of Suzuki Motor Corp. R.C. Bhargava is the Chairman and Kenichi Ayukawa is the Managing Director & CEO of the company. ol li R.C. Bhargava Kenichi Ayukawa Maruti Suzuki is India’s biggest car maker with more than 49.8 per cent market share in the passenger vehicles segment in April-August 2019. The company recorded sale of 15,68,603 units in 2019. According to the report of 2019 the revenue of the company was calculated Rs. 886,301 million, operating income was calculated Rs.106,238 million, Net income of Rs.76,506 million and the total number of employees were recorded 40,000. 2.1 History Maruti Suzuki was formerly known as Maruti Udyog Limited and was founded by the Government of India in 24 February 1981. The first manufacturing factory of Maruti was established in Gurugram, Haryana same year. In 2 October 1982 the company signed the license and joint venture agreement with a Japanese automobile company Suzuki Motor Corporation. In the year 1983 the company launched its first vehicle named as Maruti 800. In the next year the company launched its first minivan Marutt Omni and the next year they launched Gypsy in the market.Maruti 800 Maruti Omni In the year 1987 the company forayed into the foreign market by exploring first lot of 500 cars to Hungary. In the year 1990 the company launched its first three-box car Sedan. In the year 1992 Suzuki Motor Corp Japan increased their stake in the company to 50%. In the year 1993 they introduced Maruti Zen and in the next year they launched Maruti Esteem in the market. In the year 1993 Maruti Suzuki commenced their second plant. The company introduced Marutl Service Masteras model workshop in India to look after sales services in 1997. The company launched Maruti Alto in the year 2000 in the market. Suzuki Motor Corp increased their stake in the company to 54.2% in 2002. In January 2002 10 finance companies were introduced by the company in Mumbai. The year 2005 was very big and an important year for the company as it launched the first world strategic model from Suzuki Motor Corp ‘the Swift’ in India. The next year they launched Wagon R Duo with LPG and also the new Zen Estillo. The company introduced its first luxury sedan Suzuki SX4 in the Indian market in 2007. In the year 2008 Maruti Suzuki launched Swift Dzire a bigger version of Maruti Suzuki Swift. Maruti Suzuki Swift Maruti Suzuki Swift Dzire Inthe month of August in 2011 Maruti Suzuki Swift became on of India’s largest selling car, with a total of 5,72,824 units sold in 6 years. From year 2011 to 2017 it sold an unprecedented 12,02,119 units at an average of about 2 lakhs unit per year.7) Core Values of Maruti Suzuki CUSTOMER OBSESSION Maruti Suzuki believes in continuously adding value to customer experience. OPENNESS. & LEARNING Enhancing learning opportunities SAS), NETWORKING XG & PARTNERSHIP §2)_ FAST, FLEXIBLE Cr | t FIRST MOVER 272 INNOVATION “MEY & CREATIVITY 72 Visions of any company are those values on which company works. As the Maruti Udyog Limited was started by Governmental initiatives it tends to be more consumer oriented and hence cost effective. But after the participation of a Japanese Automobile company Suzuki Motor Corporation ensures not only the need of profit, but of the need of maximum profit. The company’s working vision is to maximize profit and reducing cost by maximizing output and sales, Hence Maruti Suzuki declared its vision as- “The leader in Indian Automobile Industry, creating Customer Delight and Shareholder’ Wealth: eventually become a pride of India”, 2.2 Vision of Maruti Suzuki Customer Delight is making sure that performance, aftersales service and customer support are best and beyond expectation. Where Sharcholder’s wealth is the prime concer for running business smoothly. Maruti Suzuki knows this and understands — “Customer is the King and we are the servants”, he can change the fortune of any company, hence goes company’s brand line: COUNT ON US! phission 2.3 Mission and Goals of Maruti Suzuki 7 Mission can be referred as the statement of an organization’s purpose, what it wants to. accomplish in the larger environment and its goals which are specific, realistic and motivating. Missions are described over visions and visions demand certain objectives. The main missions and goals of Maruti Suzuki are: © Modernization of the Indian Automobile Industry. © Developing cars faster and selling them for less * Production of fuel-efficient vehicles to conserve scarce resources. «Market Penetration, Market Development, Similarly Product Development and Diversification. © Production of large number of motor vehicles which are necessary for economic growth + Partner relationship management, Value chain, Value delivery network. 12GGAL 2.4 Goals «Offer products, technology and services to improve life cycle. ¢ Expend reach and customer touch points to provide assurance and comfort to customers ¢ Focus on improving quality across the value chain Implementation of Maruti Suzuki Transformation 2.0 in which the company set goals for 2 million annual sales by 2020 and 3 million annual sales by 2025. 4000 sales outlets by 2020. 2.5 Policies of Maruti Suzuki a) Archival Policy In terms of Regulation 30 of SEBI (Listing Obligations and Disclosure Requirements) Regulations, 2015 ( Listing Regulations), the company is required to frame an Archival Policy. In line with the recuirements of Regulation 30(8) of Listing Regulations, the Listed Company shall disclose on its website all such events or information which has been disclose to Stock Exchange(s) and such disclosures shall be hosted on the websites on the Companyfor a minimum period of 5 years and thereafter as per the Archival Policy of the Compnay, asa disclosure on its website. Purpose * To disseminate equal, adequate and timely information to the shareholders through Company's website. * To enable the shareholders to track the performance of the Company over regular intervals of time. ¢ To ensure providing sufficient information to enable investors to assets the current status of the Company. 19b) Whistle Blower Policy Whistle Blower is an corporate context means an employee of the organization who brings to light an activity which is illegal, unethical or not good for the organization's well being in a long run. The companies must define a mechanism to handle complaints filled by the employees. The complaints can be against anybody i.e. CEO/CFO or any other top executives of the organization. If the identity of the complainant is not protected,there can be victimization and the person may not continue in the organization. Purpose © To ensure that the complaint filled shall be in the coverage of the policy and protection will be provided to the whistleblower etc, © To make Employees do protected disclosures to the ombudsman and the ombudsman will do the initial enquiry. * To ensure that the identity of the complainant need not be disclosed to the investigating committee, Material Policy provides tangible resources or substantive power to their beneficiaries or impose real disadvantages on those affected. Symbolic policies have little material impact on people but do appeal to people's cherished values. In this policy, unless the otherwise requires, the terms defined herein shall bear the meanings assigned to them below and their cognate expressions shall be constructed accordingly. . “Company/CGCEL” means Crompton Greaves Consumer Electricals Limited. “Listing Regulations” means Securities and Exchange Board of India (Listing Obiligations and Disclosure Requirments) Regulations, 2015. (As amended from time to time) All other words and expressions used but not defined in the Policy, but defined in the SEBI Act 1992, Companies Act 2013, the securities contracts (Regulation) Act, 1956, the Depositories Act, 1996 and/or the rules and regulations made thereunder shall have the same meaning as respectively assigned to them in such Acts or rules or regulations or any statutory modification or re-enactment thereto, as the case mat be. Purpose © To ensure that the company complies with the disclosure obligations to which it is subject as a publicly-traded company as a laid down by the Listing Regulations, various Securities Laws and any other legislations. © To ensure that the information disclosed by the Company is timely, transperant and continuous till the termination of the specific event or information. 20«To protect the confidentiality of Material/Price sensitive information within the context of the company’s disclosure obligations. To provide a framework that supports and fosters confidence in the quality and integrity of information released by the company. + Toensure uniformity in the company’s approach to disclosures, raise awareness and reduce the risk of selective disclosures. 4) Policy on Subsidiary Companies The Board of Directors of Maruti Suzuki India Limited, a listed Holding Company of various subsidiary companies, has adopted this policy for determining, inter alia,a ‘Material’ subsidiary. The company as foemulated this policy in accordance with the provisions of the Listing Regulations. Purpose 1. Compllances with respect to subsidiary companies a) The Audit Committce shall review the financial statements of all subsidiary companies and, in particular, the investments made by the unlisted subsidiary companies. b) The minutes of the Board meetings of the unlisted subsidiary companies shall be placed at the board meeting of the Company. The management shall periodically bring to the attention of the Board of Directors of the Company, a statement of all significant transactions and arrangements entered into by the unlisted subsidiary companies. 2. Complances with respect tomaterial subsidiary companies a) The Company shall not dispose of shares in its material subsidiary which would reduce its shareholding (either on its own or together with other subsi jaries) to less than 50% or cease the exercise of control over the subsidiary without passing a special resolution in general meeting except in cases where such divestment is made under a scheme of arrangement duly approved by a Court / Tribunal, or under a resolution plan duly approved under Section 31 of the Code and such an event is 91disclosed to the recognized stock exchanges within one day of the resolution plan being approved b) Selling, disposing and leasing of assets amounting to more than twenty percent of the assets of the material subsidiary on an aggregate basis during a financial year shall require prior approval of shareholders of the Company by way of special resolution, unless the sale/disposal/lease is made under a scheme of arrangement duly approved by a Court (Tribunal, or under a resolution plan duly approved under Section 31 of the Code and such an event is disclosed to the recognized stock exchanges within one day of the resolution plan being approved. ©) Atleast one independent director on the Board of the Company shall be a director on the Board of a material non listed subsidiary company, whether incorporated in India or not. The term ‘material non-listed subsidiary company’ for this purpose shall mean a company whose income or net worth exceeds 20% of the consolidated income or net worth respectively, of the Company and its subsidiaries in the immediately preceding accounting year. Disclosures- This Policy shall be disclosed on the Company's website and a web link thereto shall be provided in the annual report of the Company. Amendment: This Policy may be amended by the Board from time to time as and when deemed appropriate. Miscellaneous- The scope of this Policy shall include anu additional functions/scope as may be axtended or required to be performed in terms of any amendments to the provisions of the Listing Regulations 22e) Policy on Related Party Transactions Related Party Transactions means a contract or arrangement (including any transaction) as envisaged as a related party transaction under section 188 of the Companies Act, 2013 or under the Listing Regulations. Maruti Suzuki India Limited (“Company” or “MSIL") recognizes that Related Party Transactions (as defined below) can present potential or actual conflicts of interest and may raise questions whether such transactions are in the best interest of the Company and its stakeholders. Therefore, this policy regarding the review and approval of Related Party Transactions and the guidelines on materiality of such Related Party Transactions has been adopted by the Company in order to transparently set forth the procedures under which certain transactions with Related Parties (as defined below) must be approved. Process and Procedure for dealing with Related Party Transactions a) All Related Party Transactions and amendments or modifications thereto shall require prior approval of the Audit Committee. b) The Audit Committee may grant omnibus approval to Related Party ‘Transactions (subject to fulfillment of criteria for granting omnibus approval as specified in this policy) and such approval shall be equally be applicable to transactions thereunder which are repetitive in nature. ) The Audit Committee shall satisfy itself regarding the need for such omnibus approval and that such approval is in the interest of the Company. 4) Such omnibus approval shall specify (i) the name/s of the Related Party and nature of the relationship; the nature, duration, material terms and other particulars of the Transaction, maximum amount of Transaction that can be entered into, (ii) the indicative base price / current contracted price and the formula for variation in the price if any and (iii) such other conditions as the Audit Committee may deem fit. Provided that where the need for Related Party Transaction cannot be foreseen and aforesaid details are not available, Audit _e 8) Committee may grant omnibus approval subject to the value not exceeding Rs.1 crore per Transaction. The Audit Committee shall review, at least once every quarter, the details of Related Party Transactions entered into by the Company pursuant to each of the omnibus approval given by the Audit Committee. Such omnibus approvals shall be valid fora period not exceeding one year and shall require fresh approvals after the expiry of one year. Approval of the Board of Directors shall be required for entering into the Related Party Transactions which are not in the ordinary course of business or not an Arm’s Length transaction (as defined in this policy). Approval of the shareholders shall be required for entering into the Related Party Transactions which are either not in the ordinary course of business or not on arms’ length and exceeding the limits prescribed under the Companies Act, 2013 read with the rules framed thereunder and the circulars/notifications, etc. issued by the Ministry of Corporate Affairs from time to time. All Material Related Party Transaction shall require the approval of the shareholders. £) Policy on Division Distribution ‘The Company has already laid down the Dividend Distribution Guidelines (‘Dividend Guidelines’) which were approved by the Board of Directors of the Company (‘Board’) on 30th October, 2014. The Securities and Exchange Board of India has amended the Securities and Exchange Board of India (Listing Obligations and Disclosure Requirements) Regulations, 2015 (‘Listing Regulations’) under which the Company is required to formulate a dividend distribution policy. Pursuant to the aforesaid change in the Listing Regulations, the Board has approved this Dividend Distribution Policy (‘Policy’) of the Company on March 23, 2017. 74The Company shall declare and pay dividend in accordance with the provisions of the Companies Act 2013, rules made thereunder and Listing Regulations as amended from time to time. Following points shall be considered while declaring dividend: Consistency with the Dividend Guidelines as laid out by the Board © Sustainability of dividend pay-out ratio in future © Dividend pay-out ratio of previous years * Macroeconomic factors and business conditions Retained carnings are intended to be utilized for: © Investments for future growth of the business © Dealing with any possible downturns in the business Strategic investment in new business opportunities The Company currently has only one class of shares i.e. equity shares. As and when it proposes to issue any other class of shares, the policy shall be modified accordingly. oc2.6 Overview of Maruti Suzuki 1983 The company was incorporated with the launch of iconic Maruti 800. First batch of Maruti Suzuki cars was assembled, 1984 Maruti Suzuki launched Omni- a multi-purpose car. 1990 Maruti Suzuki launched India’s first luxury car, Maruti 1000 1991 Received the 1991 Corporate Performance Award by the Economic Times- Harvard. Business School Association. 1993 Launched India’s first hatchback car, ‘Zen’. 1996 Launched India’s first 24 hours on-road service. 2000 The first car company in India to start a customer care centre. The company was awarded ‘Highest Exporter Award’. 2001 Entered into pre-owned cars segment. Opened True Value, its first pre-owned cars outlet in Bangalore. 2005 Ranked 91* in Forbes list of World’s top 200 Most reputed Companies. Ranked 7" in the automotive sector. oe2008 Launched ‘A-Star’, world’s fifth strategic models. It also launched National Road Safety Programme in the same year. 2012 Ranked first in India in customer satisfaction for the 13" time ina row. 2016 Exported first ‘Made in India’ car to Japan. 2018 Market leader in the passenger vehicles segment and held around 54 per cent market share in the segment in November 2018. The company crossed its cumulative production milestone of four million two wheelers from its Gurugram-based plant. 2019 Maruti Suzuki crossed the 20 million sales milestones of its cars in India in last 37 years. Maruti Suzuki today flagged off one of its kind mobile NEXA terminal, taking NEXA experience to markets where it its currently not presented. Maruti Suzuki goes greener with environment friendly BS6 range of vehicles. Maruti Suzuki India emerged asa leader by achieving milestone of one million Utility Vehicles cumulative sales. 2020 Maruti Suzuki introduced BS-VI compliant Tour S CNG & Tour $ with optional (petrol & CNG) variants. 72.7 Products and Services of Maruti Suzuki Products The products of Maruti Suzuki are divided into four distinct retail channels: ManuTt suzuKI ARENA 1) Maruti Suzuki Arena Maruti Suzuki Arena offers new showrooms with intractive tech for seamless buying and customising. It has more customer friendly experience which sports a modem look, offering customer-friendly environment. Maruti has embraced digital technology for streaming the process of purchasing or customising cars. Hatchback A hatchback is a ear with a hateh-type rear door that often opens upward and often a shared volume for the passenger and cargo areas. When the body style of a car is described as a hatchback, typically it refers to a utilitarian smail car; however hatchbacks are also used on sports cars, SUVs, and large luxury cars. a) Alto 800 (2.94 — 4.36 Lakh) 28b) Wagon R (4.45 — 5.94 lakh) c) Celerio and Celerio X (4.41 — 5.67 lakh) d) Swift (5.19 — 8.02 lakh) 29Sedan A sedan is a passenger car in a three-box configuration with separate compartments for engine, passenger, and cargo. Sedan's first recorded use as a name for a car body was in 1912. a) Swift Dzire (5.89 —8.8 lakh) MUVs/SUVs SUV stands for Sports Utility Vehicle, while MUV stands for Multi Utility Vehicle, Both of them are known as family vehicles because of large dimensions and more space to transfer people or items. a) SPRESSO (3.7—5.13 lakh) 20b) Ertiga (7.59 — 10.13 lakh) c) Vitara Brezza (7.34 — 11.4 lakh) Vans A van isa type of road vehicle used for transporting goods or people. Depending on the type of van, it can be bigger or smaller than a truck and SUV and bigger than a common car, a) E4co (3.8 ~ 4.95 lakh) ay2) Maruti Suzuki NEXA NEXA is a retail network from Maruti Suzuki that offers luxury cars that caters the high-end consumers who have gone beyond their first cars and are now looking for an experience. It offers a high level of sophistication and is based on the principles of exelusivity, pampering and listening to the customers Followings are the cars offered by Maruti Suzuki NEXA: a) Baleno (5.63 — 8.96 lakh) c) Ignis (4,89 - 7.19 lakh) ery 324) S- Cross (13.0 lakh Expected Price) e) X16 (9.84 — 11.51 lakh) 3) Maruti Suzuki Commercial Maruti Suzuki Commercial deals in sales of commercial vehicles that can be used to transport goods and passengers. a) Super Carry (4.14 — 4.86 lakh) 33b) Eeco Cargo (Coming soon) 4) Maruti Suzuki ‘True Value TRUE VALUE Maruti Suzuki True Value is India’s largest certified used car dealer network with around 1252 outlets spread across 942 cities,Maruti Suzuki True Value system and process ensure that transactions made for used cars are fair and transparent. India’s pre-owned car market is growing and mature in tendum, and Maruti Suzuki True Value is at the forefromt of it. Its sole and overriding objective is to empower both the pre-owned car buyers and sellers, through a methodical integretion of technology and industry experience. Benefits of a True Value customer: Providing fair, transparent prices on pre-owned cars from multiple brands 34A> Transperancy is our services to make it convenient for both the buyers and sellers Services Sales and service network Maruti Suzuki has a total number of 3,598 outlets across 1,861 cities in India. The company aims to double its sales network to 4,000 outlets by the end of 2020, It has 3,792 service stations across 1,861 cities throughpout India. Maruti Suzuki's dealership network is larger than that of enough known companies comboned. Service is a major revenue generator of the company. Most of the service stations are managed on franchise basis, where Maruti Suzuki trainsthe local staff. Also, The Express Service stations exist, sending across their repair man to the vehicle if it is away from a normal service center. Maruti Insurance Maruti Insurance was launched in 2002. It provides vehicle insurance to its customers with the help of the National Insurance Company, Bajaj Allianz, New India Assurance and Royal Sundaram. The service was set up the company with the inception of two subsidiaries Maruti Insurance Distributors Services Pvt. Ltd and Maruti Insurance Brokers Pvt. Limited, Maruti Finance With an intention to promote the bottom line growth, Maruti launched Maruti Finance in January 2002. Maruti had started two joint ventures Citicorp Maruti and Maruti Countrywide with City Group and GE countrywide respectively to assist its client in securing loan. For this, Maruti tied up with ABN Amro bank, HDFC bank, ICICI Bank, Kotak Mahindra, Standard Chartered bank and Sundaram Finance to start this venture including its strategic partners in car finance, In March 2003, Maruti entered into a strategic partnership with State Bank of India. a5Maruti Driving School ‘Accidents and Road Safety has always been a key concern area for both the government and people on the road. With an objective to improve road safety and inculcate safe and systematic driving habits among people, Maruti Suzuki has opened Maruti Driving Training School (MDS). These driving schools are equipped with Practical Training and Attitude Training. World class driving simulators are used to give a hands-on feel to learners before taking the vehicles on the road. Having started in Bangalore in March 2005, Maruti Driving School has spread its network throughout the country in collaboration with the dealers; the company has set up over 200 Maruti Driving Schools across the country Maruti Care App Maruti Care is an application that can be downloaded free of charge from respective app stores. The application enables car owners to have better control over different services offered by Maruti. The application helps to store all customer service needs like car service/maintenance & dealer network etc. With the help of the app past records and the status of the car's service can be checked easily and can give feedback for the service availed. Maruti Road Side Assistance Maruti Road Side Assistance is a 24*7 avail service which offers roadside assistance anywhere anytime with a quick response team of two-wheeler rider mechanic through Maruti Care App or Calling Maruti Suzuki toll free number. Vehicle Recovery/ Towing Battery Jump Start Features (A) S Lost Key Flat Tyre 36Maruti Accessories Many of the auto component companies except than Maruti Suzuki started to offer compatible components and accessories. This caused a serious threat and loss of revenue to Maruti Suzuki, Maruti Suzuki started a new initiative under the brand name Maruti Genuine Accessories to offer accessories like alloy wheels, body cover, carpets, door visors, fog lamps, stereo systems, seat covers and other car care products, These products are sold through dealer outlets and authorized service stations throughout India. az2.8 Departments of Maruti Suzuki Maruti has a functional organizational structure with horizontal linkages. The activities are divided based on the following functions finance, marketing, engineering and sales, spares, production, material, parts inspection, quality assurance, human resource development, information technology, new business and administration, the centralization is very low in Maruti as the decision-making authority is quite decentralized and disturbed across all levels. it is a very big organization and further divided into smaller divisions. There are 29 divisions in Maruti and are headed by one divisional head which is a functional post. These divisions are divided into 132 departments and which are headed by one departmental head which is again a functional post. In Maruti the formalization is very high all the methods, procedures, standards are written down formally. All the departments have department procedures which describe the role of work of the department as well as their responsibilities and work flow. The procedures are approved by divisional head and are also available for the concemed departments. In production shops the standard operating procedures are displayed on the workstations and are known as Maruti Operations standards. Organizatonal Structure of Maruti Suzuki Petia ni SP arty FP ayy © SuUANSAIOW STEETUE _—tenwamrcoena) se) Take) Se) semoren woomet Nometos peconen css S38 | | ewe : ae a Fig.1 Organizational Structure of Maruti Suzuki a21. Production Department The production department deals with the input of factors of production to the output of goods. The production department of Maruti Suzuki has four funtions- a) Manufacturing Deals with the manufacturing of vehicles. Maruti suzuki has two manufacturing facilities in India with a combined production capacity of 12,00,000 vehicles annually. b) Facilitles Planning Cutting down the cost of production, improve the productivity and to support the production of vehicles. c) Production Services Takes care of the maintenance of the production department and providing production support. 4) Supplier Quality Assurance Ensure that the supplier reliably supplies goods or services that satisfy the customer's need. 2. Supply Chain Supply chain can be defined as the sequence of processess involved in the distribution of a commodity. The supply chain department of Maruti Suzuki has three major functions- a) Component Sourcing Deals with the sourcing or locating and management of the components or parts, labour for the manufacturing . b) Vendor Development Improving the performance of suppliers and value received from the suppliers c) Consumables 393. Engeneering Department Engeneeting department of Maruti Suzuki handles designing of vehicles, installation of machines and operations of the manufacturing plants. Engeneering department of Maruti Suzuki has three functions: a) Research & Development Deals with the inovation, designing and improvement of vehicles. b) Quality Assurance Assures that the quality of the vehicles its components and parts is excellent. ©) Service Along with the excellency of the product the department works on improving the providence of the services of Maruti Suzuki 4. Administration Department Administration Department of Maruti Suzuki is the backbone of the company. Administration department is the link between various departments of Maruti Suzuki that ensures the smooth flow of information from one part to the other. a) Finance Does the financial planning, reporting and control short and Jong term business strategy, investments, hedginf, mergers and acquisitions, cash management, internal risk management, corporate finance, auditing and accounting of Maruti Suzuki. b) Information Technology Oversees the installation and maintenance of computer network systems within the company ) Human Resources Ensures the company overcome the challenges and enhance the performance with the help of skilled workforce by hiring them. AD5. Marketing & Sales Department Marketing & Sales Department of Maruti Suzuki operates the operations and activities involved in promoting and selling of vehicles and services and to enhance the experience of the customers. a) Sales (Domestic & Exports) Link between the product or service and the customers of Maruti Suzuki with in and outside the country. b) Pre-owned cars Acting as mediator between pre-owned cars buyers and sellers ©) Spares Deals with supplying and selling of Spare parts d) Marketing Strategy Development Develops strategies to boost up sales and marketing 41CHAPTER 3 OBJECTIVE OF THE STUDY 423. OBJECTIVE OF THE STUDY . To study the satisfaction of customers towards after-sales service of Maruti Suzuki. . To analyze the quality of service provided by Maruti Suzuki. . To know the bchavior of staffs at the service center. . To analyze customer satisfaction towards modern technologics and equipments used by Maruti Suzuki. . To study the satisfaction of customers with the usage of Maruti Suzuki cars. 43CHAPTER 4 LITERATURE REVIEW AG4. LITERATURE REVIEW Consumer Satisfaction is related to the human activity directed at satisfying human wants through the exchange of goods and services. Customer satisfaction (often abbreviated as CSAT), more correctly Sat) is a term frequently used in marketing. It is a measure of how products and services supplied by a company meet or supass customer expectarion. Customer satisfaction is defined as “the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals. Cuatomer expectation is the needs, wanis and preconceived ideas of a customer about a product or a service. If customer expectations are met then the customer is satisfied. Ina survey of nearly 200 senior marketing managers, 71 percent responded that they found a customer satisfaction metric very useful in managing and monitoring their businesses. It is seen as a key performances indicator within business and is often part of a Balanced Scorecard. Ina competitive marketplace where businesses complete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key clement of business strategy. 4.1 Customer Satisfaction by Philip Kotler Philip Kotler defines customer satisfaction as a * person's feeling of pleasure or disappointment, which resulted from comparing a product’s perceived performance or outcome against his/her expectations’. Although Kotler uses abstract terms like pleasure and disappointment, the definition is by no means ambigious. Customer satisfaction = f (perceived performance, buyer’s expectation) According to this definition, the satisfaction goals are established by the customers themselves before they set out to make a purchase. This is also why they start looking for more information at this point — reviews, comparisons, alternatives, ete, Your website, content marketing efforts, and presence on other review sites make a difference at this point. So do customer stories and testimonials. Addition by AK Rai, while Rai agrees that customer satisfaction depends on perceived performance and expectations, he lays down a more detailed customer satisfaction formula: Customer satisfaction = Customer perception of the service received — Customer expectation from the service 4.2 The Zeithaml and Bitner model The customer satisfaction definitions we saw so far do not factor in some key parameters — like price, for instance. So, Zeithaml and Bitner went ahead and developed a customer satisfaction model that not only includes price but also personal factors. Quality and price are pretty much in control of the product companies or service providers. But how does one take stock of situational and personal factors? This is where building user personas come in handy, both for B2B and B2C players. ac4.3 Customer Satisfaction Model The nature of customer care is very much service oriented as most goods are consumed at the same time as services are experienced. To satisfy a customer, the supplier needs to have the services that the customer requires (Davidow, 1986). If the customer perceives a service ina certain way. but expected less, then the customer is satisfied, as the formula in Figure 2 shows. People and organisations that use professional services are traditionally prepared to pay high fees for the services, because of the uncertainty, importance, and risk involved. The customer wants to know that they get the required attention. A service firm that is able of project a caring image and backing that image with substance is likely to success (Maister, 1997). Customer Satisfaction = Customer Perception - Customer Expectation The customer anticipates how the service will be performed and that is added to his/her expectations. Customers have previous experiences and, based on those experiences, customers expect a service to be delivered in a certain way, which can be considered company-controlled expectations creators, Uncontrollable creators are actions of the competition and word of mouth, Over time these company controllable and uncontrollable expectations creators together form the customer's standards. Customers compare services according to certain standards with which they are familiar and those do not necessarily relate to the service that is performed (Barsky, 1995, Friday and Cotts, 1995 and Oliver, 1996). 4.4 After Sales Service According to Wellemin (1984) After sales service has changed drastically in recent decades. Customers have become more dependent on efficient operation of suppliers’ equipment, services are labour intensive and cost of Inbour has risen, products intended for the same markets are becoming more similar, customers are increasingly selective as they seek value for money, and social changes have reflected to services, for example when a service force frequently minimal. works in the customer’s premises, the supervision is Mathe and Shapiro, 1993) ‘After sales service is more than merely fixing what has gone wrong, which appears to be the primary function of many after sales service functions. Manufacturers should anticipate the after sales needs in product design, but experience shows that manufacturers do not incorporate customers’ concerns actively enough at the product design phase. 464.5 After Sales Service Strategy The concept of “Afier sales service strategy’ is related with issues after the purchase of the product and its delivery. After Sales Service Strategy discusses the effect of after sales service in manufacturing industry which provides the detailing about technical assistance, spare parts distribution and customer care. This strategy is associated with marketing issues like service quality, service loyalty, customer satisfaction and customer relationsh After-Sale service strategy is related to several theories like Service Loyalty. Service Quality, Customer Satisfaction, and Custome Relationship Management. Description of each theory is elaborated below 4.6 Service Quality According to (Friday and Cotts, 1995). A company should always pay attention to the customer perceptions and expectations. If there is a difference between customer expectations and perceptions, 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 4.7 Gaps between service delivery According to Parasuraman service quality model (1985) there are 5 different gaps between the customers and the delivery of quality services. These gaps are: Research gap which is between customer expectations and the perception management about 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 provides. Communication gap between what the service system provides and what the customer is told it provides and Reality gap between customers’ service expectations and their perception of that service Zelthaml, [Link] Berry. The SERVQUAL model was initially designed for use for ser In reality, While most organizations will provide some form of customer service, it is really only service industries that are interested in understanding and measuring service quality. Therefore, SERVQUAL takes a broader perspective of service: far beyond simple customer service. One of the drivers for the development of the SERVQUAL the unique characteristics of scrvices (as compared to physical products). These unique characteristics, such as intangibility and heterogeneity, make it much harder for a firm to objectively assess its quality level (as opposed to a manufacturer who can inspect and test physical goods). The development of this model provided service firms and retailers with a structured approach to assess the sct of factors that influence consumers’ perception of the firm’s overall service quality, ce firms and retailers. model wa a74.8 Past researches on Customer Satisfaction of Maruti Suzuki Singh and Srivastava (2013) Study showed various factors affecting customer satisfaction towards Maruti Suzuki. Exceptional customer service results in greater customer retention. which in turn results in higher profitability. Customer loyalty is a major contribution to sustainable profit growth. Measuring customer satisfaction provides an indication of how successful the organization is at providing products or services to the marketplace. It also concluded that all the factors considered in the study have significant effect on the overall satisfaction of the customers. It conducted that satisfaction levels for pricing attributes (such as Car price, discounts and service charges) are generally lower than product related attributes. Ranjith and Snekalatha (2013) Focused on the customer's brand loyalty and satisfaction towards Maruti car. Maruti Suzuki India Limited is India’s leading & largest passenger car manufacturer which accounting for nearly 50 per cent of the total industry sales. Customer loyalty is a major contribution to sustainable profit growth to achieve success. This study found that Maruti Udyog Ltd has various brands of car, but majority of respondent prefer Omni. They are satisfied with price, band, image, convenience, appearance quality and require less maintenance cost. Parthian and Rajendran (2014) study was carried on customer preference toward Maruti Suzuki. Main aim of this study was to understand the mind of customers whether they was eager and satisfied to handle. Even though most of the customers were satisfied with present model and service, few customers were not satisfied about the facilities provided by the car. If the Maruti car service providers give enough attention regarding this, they can ensure a large level of customer preference. Akhila and Thayyullathi (2015) In his study on customer satisfaction toward Maruti Suzuki in Coimbatore found that majority of the respondents were using SUV (Sport utility vehicle) type cars. They found that Maruti Suzuki cars were the best and fast-moving brands. There were increasing trend because of easy handling, safety, security and high performance, which makes the advanced technologies to adopt new model 48Suganthi and Renuka (2016) focused on data collected through convenience sampling of 200 consumers of Maruti Suzuki Swift car users of Udumalpet Taluk. Later the data was analysed with statistical tools like mean and the hypothesis was tested by using Chi-Square analysis. Maruti Suzuki Swift is most preferred brand by the majority of the customer. It is going to pose great challenges to other small cars in India. Most of the customers are satisfied with the mileage and fuel efficiency of the car and they preferred Maruti Suzuki Swift. 49CHAPTER 5 RESEARCH METHODOLOGY co5. RESEARCH METHODOLOGY 5.1 Research Methodology: Research methodology is a process used for making decisions by collecting, analysing and interpreting data. The methodology may include interviews, public research, surveys and other techniques for research and could include bath present and historical information 1) Primary Data The essential information is gathered through questionnaire designed with the help of google form and sent to the customers of Maruti Suzuki to collect the data from their individual experience. The questionnaire was kept formal and simple and designed in English and Hindi language both to make it easy to understand. 2) Secondary Data The secondary information is gathered from online articles, books, websites, records, previous reports and researches. 5.2 Sampling Method Sampling unit is the unit into which an aggregate is divided for sampling purpose, each unit and response is considered as individual. «The sampling method used in this research was Convenience sampling Convenience sampling is a type of non-probability sampling method in which the sample is taken from a group of people who are easy to reach or contact. 5.3 Sample Size Sample size can be defined as inferences to reference about a population for a sample. © Sample size taken for the research was 250. $15.4 Research Instruments Research instruments are measurement tools designed to obtain data on a topic of interest The instrument used in this research was questionnaire. 5.5 Questionnaires The most commonly used tool for survey research is questionnaire. These are a set of questions designed to collect the relevant data for the research. «The questionnaire was designed in English and Hindi both to reduce the language barrier and questions were kept formal and simple to make it easy to understand. 5.6 Data Analysis Data analysis is the process of transforming the collected data into valuable information for decision making. © Tocollect data Google form is used for conducting survey. © To analyze the data SPSS analysis is used. =CHAPTER 6 DATA ANALYSIS & INTERPRETATION ca6. DATA ANALYSIS & INTERPRETATION * Gender a) Male b) Female Table 1: Gender Valid Cumulative Frequency| Percent |__ Percent Percent Valid | Male 204| 81.6 81.6 81.6 Female 46] 18.4 18.4 100.0 Total 250| 100.0 100.0 Fig. 2 Interpretation- © According to the above analysis out of 250 respondents 82% are male and 18% are female. 54Age Table 2: Age N Valid 250 Missing 0 Mean 38.34 Minimum 24 Maximum 66 Frequency Interpretation- Fig. 3 Age of Respondents: Out of 250 respondents the average age of the respondents is 38. With the minimum of 24 and a maximum of 66. ss1) What type of Maruti Suzuki’s car do you own? a) Hatchback b) Sedan Table 3: Car Type Valid Cumulative Frequency | Percent Percent Percent Valid | Hatchback 142 56.8 56.8 56.8 Sedan 105 42.0 42.0 988 Hatchback, 3 12 12) 100.0 Sedan Total 250 100.0 100.0 Fig. 4 Interpretation- © According to the above analysis out of 250 respondents most of them owns a hatchback. © The total number of 142 respondents own a hatchback ic, 56.8% and 105 respondents own a sedan i.e. 42%. * Only 3 respondents were found having both hatchback and sedan i.e. 1.2%. 562) How long have youbeen using this car? a) 1-2 years b) 2-4 years ©) 4-6 years d) More than 6 years ‘Table 4: Using since ‘Cumulative Frequency | Percent _| Valid Percent] Percent Valid [1-2 years 55 22.0 22.0 22.0 2-4 years is] 47.2 47.2 69.2 4-6 years 59 23.6 23.6 92.8 More than 6 years 18 72 72 100.0 Total 230] 100.0 100.0 Fig. 5 Interpretation- © Most of the respondents were found using Maruti Suzuki cars from 2-4 years. © Outof 250 respondents only 7.2% respondents were found using Maruti Suzuki cars from more than 6 years. © 22% respondents from 1-2 years, 47.2% from 2-4 years, 23.6% from 4-6 years. 73) Do you receive notifications or reminders regarding service due date on time? a) Yes b) No Table 5: Notify you Cumulative Frequency | Percent _| Valid Percent Percent Valid [No 24 9.6 9.6 9.6 Yes 226) 90.4 90.4 100.0 Total 250 100.0 100.0 Fig. 6 Interpretation- © Out of 250 customers of Maruti Suzuki 90.4% customers responded positively. © While almost 9.6% customer said they don’t receive notifications and reminders regarding service due on time. * Most of the respondents gave positive responses. 53.4) How would you rate the ease of booking a service appointment for your car? 12 3 4 ~°5 Very difficult O O O O O Vearyeasy ‘Table 6: Ease of booking Valid Cumulative Frequency} Percent | Percent Percent Very Difficult 2 8 38 8 Difficult 2 8 8 16 Moderate. 46 18.4 18.4 20.0 Easy 142 56.8 56.8 76.8 Very Easy 58 23.2 23.2 100.0 Total 250) 100.0 100.0 Interpretation- * Out of 250 customers 58 customers found it very easy and the majority of 142 customers found it easy to book a service appointment for their car. © Only 2 customers were found responding very difficult © Where, 46 customers found it moderate to book a service appointment. 4.L out of 5. © The average ratings i a5) How often do you get the same day appointment for servicing? a) Always b) Mostly c) Sometimes d) Rarely e) Never Table 7: Same day appointment Valid | Cumulative Frequency| Percent | _ Percent Percent Valid | Always 30) 12.0 12.0 12.0 Mostly 97] 38.8 38.8 50.8 Never: 1 A 4 $1.2 Rarel. 18, 7.2 72 58.4 Sometimes loa] 41.6 41.6 100.0 Total 250| 100.0 100.0 Fig.8 Percent Interpretation- + 46% respondents said they get same day service appointment sometimes. Where 12% of the respondents responded Always, 38.8% responded mostly and 7.2% responde d Rarely. * Only 1 customer was found responding Never. 606) Whatis the total time the staff usually takes to attend you at the service centers? a) 5-10 min (excellent) b) 10-15 min (good) c) 15-20 min (fair) d) More than 20 mins (poor) Table :8 Time to attend Cumulative Frequency | Percent_| Valid Percent Percent 5-10 mins 46 18.4 18.4 18.4 10-15 mins 175, 70.0 70.0 88.4 15-20 mins 28 11.2 1.2 99.6 More than 20 mins L 4 4 100.0 Total 250 100.0 100.0 Fig. 9 Interpretation- © The majority of 70% respondents said it takes 10-15 min for the staff to attend them in Maruti Suzuki's service centers. © Followed by 18.4% of 5-10 mins, 11.2% of 15-20 mins. ‘* Only 1 customer experienced very late attendance by the staff at service center. 617) How would you rate the behavior of the service staffs at the workshop? 1203 issatisficd O O O O O Highly Satisfied 45 Table :9 Staffs behaviour Valid] Cumulative Frequency| Percent | _ Percent Percent Highly Dissatisfied i Al A 4 Dissatisfied i Al 4 8 Neutral 4216.8 16.8 17.6 Satisfied 139| 55.6) 55.6 7B.2 Highly Satisfied 67| 26.8 268 100.0) Total 250] 100.0 100.0 Fig. 10 ' 5 : Interpretation- © 67 customers were found rating 5 out of 5, 139 customers were found rating 4 out of 5 and 42 customers were found rating 3 out of 5. © Only one customer was found highly dissatisfied from the behavior of service staffs who rated I out of 5. © The average ratings recorded is 4.1 out of 5 QO8) How would you rate the facilities provided at the customer lounge? 12 3 4°55 Por O O O O O Excellent ‘Table 10; Lounge fa Valid Cumulative Frequency | Percent Percent Percent Poor 4 1.6 1.6 16 F; 9 3.6 3.6 5.2 Good 98 39.2 39.2 44.4 Very Good 122 48.8 48.8 93.2 Excellent VF 68 68 100.0 Total 250 100.0 100.0 Fig. 11 ean = 956 Dev 2144 ve recs) Frequency Interpretation- © A majority of 122 respondents rated 4 out of 5 Where as, 98 respondents rated 3 and 17 respondents rated 5 out of 5. * Total of 13 respondents rated negatively in which 4 customers rated 1 and 9 rated 2 out of 5. © Making an average rating of 3.5 out of 5. cl9) How would you rate the quality of cleaning of your car at the service centers? ‘Table 11: Car cleaning Valid | Cumulative Frequency| Percent |_Percent_| Percent Poor 1 4 4 4 Fair s| 2.0 2.0 24 Good 6o| 24.0 24.0 26.4 Very Good 132| 52.8 52.8 79.2 Excellent 52| 208 20.8 100.0 Total 250[ 100.0 100.0[ & Interpretation- 1 2 3 4 5 Por O O O O O Excellent According to the analysis 132 respondents rated the quality of cleaning of car 4 out of 5. Whereas, 52 customers rated 5 and 60 customers rated 3 out of 5. 5 customers rated 2 and only one customer rated | out of 5 to the quality of car cleaning. Making an average rating of 3.9 out of 5. 6a10) How often do you get to collect your vehicle at the given time? a) Within 2 hours b) 2-4 hours ©) 4-6 hours d) 6-8 hours e) After a day Table 12: Ready for collection Valid Cumulative Frequency| Percent Percent, Percent Within 2 hours 6 24 24 24 2-4 hours. 149 59.6. 59.6 62.0 4-6 hours gs] 35.2 35.2 97.2 6-8 hours 3 2.0 2.0 99.2 After a day 2 38 8 100.0 Total 250] 100.0) 100.0 Percent Interpretation- Colleetion Time © Majority of 59.6% respondents said they got to collect their vehicle between 2- 4 hours «Followed by 4-6 hours (35.2%), within 2 hours (2.4%) and 2 % said between 6- 8 hours © Only 2 customers said they got to collect their vehicle after a day. 6511) How would you rate Maruti Suzuki's "Pick up and drop facility"? 1 2 3 4 5 Por O O O O O Excellent Table 13: Pick drop facility Valid | Cumulative Frequency| Percent | Percent Percent Poor 3 12 12 12 Fair 2 38 8 2.0 Good 78|__31.2 31.2 33.2 Very Good 132 52.8 52.8 86.0 Excellent 35 14.0 14.0 100.0 Total 250) 100.0 100.0 Fig. 14 Moan = 3 78 Std Dov. = 796 Ns 260 Frequency Interpretation #132 respondents rated 4 out of 5, followed by 78 respondents who rated 3 out of 5, 35 customers rated 5. © Only 5 respondents were found rating negatively 3 gave 1 rating and 2 respondents gave 2 out of 5. © Making an average rating of 3.7 out of 5 6612) Rate the modern technologies and equipment used by Maruti Suzuki for service providing. Por O O O O O Excellent 12 4.5 ‘Table :14 Modern technologies and equipment Valid Cumulative Frequency | Percent Percent Percent Poor 1 4 A A Fair 2 48 48 52 Good 82 32.8 32.8 38.0 Very Good 123 49.2 49.2 87.2 Excellent 32 12.8 12.8 100.0 Total 250 100.0) 100.0 Interpretation- Fig. 15 © A majority of 123 respondents rated 4 out of 5, followed by 82 customers with 3, 32 respondents with 5 and 12 customers with 2 out of 5 rating. * Only | respondent was recorded giving | rating. * Average rating given by the respondents is 3.7 out of 5. 6713) What is your overall experience towards the after sales service of Maruti Suzuki? 2 3 4 5 Por O O O O O Difficult Table :15 Overall experience Valid Cumulative Frequency| Percent | Percent Percent Fair 7 28 28 28 Good 56. 22.4 22.4 25.2 Very Good 152) 60.8 60.8 86.0 Excellent I 35 14.0 14.0 100.0 Total I 250| 100.0) 100.0 Fig. 16 Frequency Interpretation- © According to the above analysis 152 respondents rated 4 out of 5, followed by 56 respondents with 3 out of 5, 35 respondents with 5 out of $ rating. * 7 respondents rated 2 out of 5, no respondent rated 1 out of 5 Making the average rating of 3.8 out of 5. 62Table :16 Descriptive Statistics Std. N__|Minimum|Maximum| Mean_| Deviation Ease of booking 250 1.00 5.00] 4.0080 72251 Staffs behaviour 250 1.00 5.00| 4.0800 69537 Lounge facilities 250) 1.00] 5.00| 3.5560 74369 Car cleaning 250) 1.00 5.00| 3.9160 LTATIS. Pick drop facility 250 1.00) 5,00] 3.7760 73756 Modem technologies & 250 1.00 5.00] 3.6920 76909 equipment Overall experience 250] 2.00] 5.00] 3.8600 67693 Valid N (listwise) 250] ‘The above variables are measured in the scale of 1 to 5, each scale has different level of values, Along with the added value to the scale, the scale is also considered with the level of satisfaction from the services. For example- I resembles highly dissatisfaction where, 5 resembles highly satisfaction. 2 (dissatisfaction), 3 (neutral) and 4 resembles satisfaction. Analyzing the above 7 variables with different ratings received by the respondents- a) Ease of booking got an average rating of 4. out of 5 b) Staff's behavior got an average of 4 out of 5 c) Lounge facilities got an average of 3.5 out of S d) Car cleaning got an average of 3.9 out of 5 e) Pick drop facility got an average of 3.7 out of 5 f) Modern techs & equipment got an average of 3.6 out of 5 g) Overall experience got 3.8 out of 5 After analyzing all the variables, the average rating of all the 7 variables is resulted as the score of 3.8 out of 5. 60CHAPTER 7 FINDINGS & CONCLUSION an7.1 Findings . According to the analysis out of 250 respondents 81.6% are male and remaining 18.6% are females. . The average age of the respondents is 38. . According to the above analysis out of 250 respondents, most of them owns only Hatchback i.e. 56.8% Maruti Suzuki does a very good job in reminding their customers about the service due date, . Most of the customers were found having very less difficulty in booking a service appointment. . The behavior of the service staffs is found satisfactory by most of the respondents, . Most of the customers were satisfied with the facilities provided at customer lounge, ‘A majority of respondents said they mostly they get to collect their vehicle between 2-4 hours, followed by the respondents who mostly get to collect their vehicle between 4-6 hours. Most of the customer were found satisfied with the pick and drop facility and modern technologies & equipment used by Maruti Suzuki. Most of the respondents were found satisfied with the overall experiences of Maruti Suzuki's after sales service. . After the whole analysis the respondents gave an average rating of 3.8 out of 5 to the after sales service of Maruti Suzuki which can be considered as Satisfactory. 77.2 Conclusion After a brief analysis and study on the topic Customer Satisfaction towards After sales service of Maruti Suzuki [ have came to the conclusion that: I. Overall, most of the customers are satisfied with the after sales service of Maruti Suzuki. 2. The quality of service provided by Maruti Suzuki is impressive as most of the customer found it satisfactory. 3. The behavior of service staffs towards customers is also found satisfactory as they are polite and gentle with the customers, 4, Most of the customers are satisfied with the modern technologies and equipment used by Maruti Suzuki for providing service to their customers. 5. There is a majority of customers who are satisfied with the usage of Maruti Suzuki cars as it offers decent afier sale service. 2CHAPTER 8 RECOMMENDATIONS 738. RECO Although Maruti Suzuki provides decent after sales service and most of its customers are satisfied with it, yet the company is not best in the automobile industry. According to the J.D. Power India Customer Service Index study, Maruti Suzuki stands on gt position in which I* position is scored by Hyundai followed by Tata Motors at 2" Followings are the recommendations that I would like to give- 1. Maruti Suzuki should work on providing same day appointment for servicing of the cars. 2. The company should improve the quality of facilities at the customer lounge. 3. Work on reducing time for attending the customers at service centers. 4. Maruti Suzuki should work on being punctual in providing the vehicles to the customers at the given time. 5. The company should provide training to their employees regarding the usage of modern technologies and equipment and expand their area of serving. 6. Rather than increasing the quantity of manufacturing cars the company should focus on improving the service quality, service initiation, facility, service provider and pickup facility. 34CHAPTER 9 LIMITATIONS 79. LIMITATIONS ‘The study was confined to a finite period of 60 days. |. The findings are totally based on individual experiences of the customers of Maruti Suzuki . Due to time constraints the respondent covered were only 250 respondents. |. The study is based on the responses of Hatchback and Sedan owners. . The result fully depends on the information given by the respondents which may be biased. 35CHAPTER 10 BIBLIOGGRAPHY +10. BIBLIOGRAPHY Books + Kotler Philip, Keller Kevin, Marketing Management, Pearson Education Limited, 2006, Chicago, Illinois. * Zeithaml, Gremler, Bitner and Pundit Ajay, Services Marketing, Tata McGraw- Hill, 5"" edition, 2011, New Delhi Gupta S.L., Marketing Research, Anurag Jain Excel Books Pvt Limited, 2005, New Delhi. Articles + A. Parasuraman, Finding Service Gaps in the Age of e-commerce,8, 1R099, June 15,2013 Internet Hw i india-limited © bttps/www,marutisuzukicom/service . s/w, [Link]/< 1 wation/Information/About- vi -Suzuki-lndia-Ltd/ © [Link] © https:/[Link] /terms/a/[Link]} hittps://www.marketing9 [Link]/types-of-after-sales-service/ 32CHAPTER 11 ANNEXURES 7911. ANNEXURES The questions were asked to the 250 respondents about customer satisfaction towards after sales service, who are the customers and owners of Maruti Suzuki's Hatchback and Sedan cars. 1. What type of Maruti Suzuki's car do you own? a) Hatehback b) Sedan 2. How long have you been using this car? a) 1-2 years b) 2-4 years ©) 4-6 years 4) More than 6 years 3. Do you receive notifications or reminders regarding service due date on time? a) Yes b) No 4, How would you rate the ease of booking a service appointment for your car? 1 2 3 4 5 Very difficut O O O O O Veryeasy 805. How often do you get the same day appointment for servicing? a) Always b) Mostly c) Sometimes a) Rarely e) Never 6. What is the total time the staff usually takes to attend you at the service centers? a) 5-10 min (excellent) b) 10-15 min (good) ©) 15-20 min (fair) 4) More than 20 mins (poor) 7. How would you rate the behavior of the service staffs at the workshop? 12 3 4 5 Highly dissatisfied O O © O O Highly Satisfied 8. How would you rate the facilities provided at the customer lounge? 12 3 4 5 Por O O O O O Excellent 9. How would you rate the quality of cleaning of your car at the service centers? 12 3 4.5 Por O O O O O Excellent 8110. How often do you get to collect your vehicle at the given time? a) Within 2 hours b) 2-4 hours ©) 4-6 hours 4) 6-8 hours ©) After a day U1. How would you rate Maruti Suzuki's "Pick up and drop facility"? 1 2 3 4 5 Por O O O O O Excellent 12, Rate the modern technologies and equipment used by Maruti Suzuki for service providing. 12 3 4 5 Por O O O O O Excellent 13, What is your overall experience towards the after sales service of Maruti Suzuki? 2 3 4 5 Por O O O O O Difficult 82