A

PROJECT ON

“CUSTOMER SATISFACTION TOWARDS HYUNDAI MOTORS”

In The Partial Fulfillment of The Requirement Of The Award Of The Degree

Of B.com Hons.

SUBMITTED TO : SUBMITTED BY :

Mr. SHAILENDRA SINGH SAINWAL NISHTHA CHAUHAN

ASST. PROFESSOR BCOM(H) 5TH SEM, SEC B
SCHOOL OF MANAGEMENT (Enrollment No: R170426058)
& COMMERCE STUDIES

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 CONTENTS

TITLES PAGE NO.

1. CERTIFICATE 4
2. DECLERATION 5
3. ACKNOWLEDGEMENT 6
4. INTRODUCTION 7-31
 HISTORY OF AUTOMOBILE INDUSTRY 7-15
 COMPANY PROFILE 16-21
 UNDERTAKING THE KEY DELVERABLES 22-26
 CUSTOMER SATISFACTION 26-31
5. REVIEW OF LITERATURE 32-33
6. RESEARCH METHODOLOGY 34-40

 OBJECTIVE OF THE STUDY 35

 HYPOTHESIS 36
 RESEARCH DESIGN 37
 RESEARCH TOOL 38-39
 SCOPE OF THE STUDY 40
 LIMITATION OF THE STUDY 40
7. DATA ANALYSIS AND INTERPRETATION 41-59
 CALCULATION OF SALES SATISFACTION 57
INDEX
 HYPOTHESIS TESTING 58-59
8. FINDINGS AND SUGGESTIONS 60-62
9. BIBLIOGRAPHY 63-66
10. ANNEXURE 66-68
11. HYUNDAI CAR MODELS 69-72

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CERTIFICATE

This is to certify that this project report titled “Consumer satisfaction towards
Hyundai motors” is of Miss Nishtha Chauhan and is being submitted in partial

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fulfillment for the award of B.COM HONOURS 5 th semester of Shri Guru Ram
Rai University, Patel Nagar, Dehradun under my supervision.

Date :
Signature of guide:
Place:

DECLARATION

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I Nishtha Chauhan, hereby declare that “Customer satisfaction towards
Hyundai motors” is the result of the project work carried out by me under the
guidance of Mr. Shailendra Singh Sainwal sir in partial fulfillment for the award
of B. Com (Hon.) by Shri Guru Ram Rai University.

Place: Dehradun Name: Nishtha Chauhan

ACKNOWLEDGEMENT

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The satisfaction and euphoria that accompany a successful completion of any task
would be incomplete without mentioning the people who made it possible whose
consistent guidance and encouragement crowned the efforts with success.
I would like to thanks for the faculty guide MR. SHAILENDRA SINGH
SAINWAL , SHRI GURU RAM RAI UNIVERSITY, (Dehradun), for her
guidance and motivation, which is pivotal in completion of my summer training
report.
I would express my thanks to HYUNDAI MOTORS as I troubled them through
my queries at some stage of their work. I am really thankful for their patience with
which they resolve my doubts in between their busy schedule; I express my sincere
thanks to all of them.
Last but not least, I feel indebted to all those persons who have provided help
directly or indirectly in successful completion of this study.

Nishtha Chauhan

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CHAPTER-1
INTRODUCTION

Automobile Industry History

In the year 1769, a French engineer by the name of Nicolas J. Cugnot invented the first
automobile to run on roads. This automobile, in fact, was a self-powered, three-wheeled, military
tractor that made the use of a steam engine. The range of the automobile, however, was very
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brief and at the most, it could only run at a stretch for fifteen minutes. In addition, these
automobiles were not fit for the roads as the steam engines made them very heavy and large, and
required ample starting time. Oliver Evans was the first to design a steam engine driven
automobile in the U.S.

A Scotsman, Robert Anderson, was the first to invent an electric carriage between 1832 and
1839. However, Thomas Davenport of the U.S.A. and Scotsman Robert Davidson were amongst
the first to invent more applicable automobiles, making use of non-rechargeable electric batteries
in 1842. Development of roads made travelling comfortable and as a result, the short ranged,
electric battery driven automobiles were no more the best option for travelling over longer
distances.

The Automobile Industry finally came of age with Henry Ford in 1914 for the bulk production of
cars. This lead to the development of the industry and it first begun in the assembly lines of his
car factory. The several methods adopted by Ford, made the new invention (that is, the car)
popular amongst the rich as well as the masses.

According the History of Automobile Industry US, dominated the automobile markets around
the globe with no notable competitors. However, after the end of the Second World War in 1945,
the Automobile Industry of other technologically advanced nations such as Japan and certain
European nations gained momentum and within a very short period, beginning in the early
1980s, the U.S Automobile Industry was flooded with foreign automobile companies,
especially those of Japan and Germany.

The current trends of the Global Automobile Industry reveal that in the developed countries the
Automobile Industries are stagnating as a result of the drooping car markets, whereas the
Automobile Industry in the developing nations, such as, India and Brazil, have been consistently
registering higher growth rates every passing year for their flourishing domestic automobile
markets.

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Those who are interested in gathering more information about the Automobile Industry, may
browse through the following links

 World Automobile Industry

 Automobile Industry Trends
 India Automobile Market
 India Automobile Industry

The World Automobile Industry is turned to the developing

markets.

With the developed markets almost saturated, the World Automobile Industry is now focused on
the developing markets of South America and Asia, and Eastern Europe with special emphasis
on BRIC (Brazil, Russia, India, and China).

As per the reports of the International Organization of Motor Vehicle Manufacturers or

OICA(the association of the companies involved in World Automobile Industry), for the fiscal
end in 2006, the automobile manufacturers in the U.S. have been overtaken by those in Japan, in
terms of the total volume of automobile units manufactured worldwide.

However, the struggling General Motors of the U.S. still remain the worldwide leaders of the
World Automobile Industry, ahead of the rapidly growing Toyota Motor Corporation of Japan,
by a substantial margin.

Measures to be adopted by global leaders of the World Automobile

Industry.

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Several significant economic measures are being considered by the major players of the World
Automobile Industry in order to make a smooth entry into the markets of the developing
countries, and to make a name for themselves. The effective measures include :

 Reducing the selling prices of the automobiles manufactured in their factories

 Improving the levels of after-sales services to keep customers satisfied
 Opening manufacturing factories in the developing nations, to reduce effective costs of
production as well as saving shipping charges, and enhancing prompt delivery of
automobile units.

Automobile Industry Trends

In keeping with the Automobile Industry Trends, the leading automobile manufacturers are
turning to the Asian markets that appear set to grow immensely over the next decade. The
automobile markets in the U.S., Europe and the Japan have almost matured as a result of
saturation and appear set to decline through the next decade. In contrast, the automobile markets
spread over the entire Asian continent (with the exception of Japan), are constantly increasing in
size and will be the destination for most of the globally leading automobile manufacturers.

The Automobile Industry Trends reveal that the emerging markets of the developing nations of
Asia especially China, and India are backed by their huge population growth rate, to add to the
growing national economy of these two nations.

The rapid growth of the national economy of the BRIC countries (including Brazil, Russia, India,
and China) has enabled a growing section of the population of these countries to purchase
automobiles. Global surveys conducted recently reveal that within the next ten years, these
emerging automobile markets will account for nearly a whooping 90 percent of the global
automobile sales growth. As a result of this, leading Automobile manufacturers of the world are
setting up factories in the emerging markets, in order to serve the potential consumers better as
well as reduce manufacturing and shipping costs. In addition, these arrangements are enabling
the leading global automobile manufacturers to compete with the local automobile
manufacturers, that were flourishing in the absence of quality competition.

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The prosperity of the national economy is reflected in the rising per capita income of the
developing nations. Therefore, increasing Gross Domestic Product and per capita income have
raised the purchasing ability of the population that constitutes these emerging markets

As a growing percentage of the population in the developed nations age rapidly, in comparison to
the rest of the world, these aging numbers necessitate automobiles to fit the physiological change
of the world population.

The Emerging India Automobile Market.

The India Automobile Market is a promising industrial sector that is growing immensely every
passing year. The passenger cars are referred to, through the use of the word "automobile." The
whooping growth experienced by the Indian Automobile Market in the last financial year itself,
that is the financial year end in February, 2007, was very close to a 18 percent over the previous
fiscal. This statistical fact is a glittering example of the potential of the growing Automobile
Industry in India.

As per the survey conducted by the Society of Indian Automobile Manufacturers, the total
number of automobiles manufactured by the Automobile Industry in India, throughout the
financial year 2006-07, was very close to the 15.5 lakh (1.5 million) margin. The huge of number
of automobiles manufactured by the Automobile Industry in India was an enormous growth
upon the number of automobiles manufactured during the previous fiscal, that ended in 2006.

The total number of cars that were exported from India were very close to the 2.0 lakh (2.0
hundred thousand) margin, an encouraging sign for the Automobile Industry in India. The export
of cars manufactured in India comprised nearly 13 percent of the total number of cars
manufactured domestically by the Automobile Industry in India.

The India Automobile Market looks set to prosper, largely due to the growing market for
automobiles that is developing in India. In the financial year that ended in February, 2004, the

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Indian automobile markets were the fastest growing in the world, with the registered growth rate
touching nearly 20 percent.
The Automobile Industry in India mainly comprises of the small car section, which enjoys nearly
a 2/3rd market share of the entire market for automobiles in India. In this respect, the Indian
markets are the largest in the world for small cars, behind Japan.

The Indian passenger car market which ranks amongst the largest in the world, is poised to
become even more larger and enter the top five passenger car markets in the world in the next
decade.

India Automobile Industry

Following India's growing openness, the arrival of new and existing models, easy availability of
finance at relatively low rate of interest and price discounts offered by the dealers and
manufacturers all have stirred the demand for vehicles and a strong growth of the Indian
automobile industry.

The data obtained from ministry of commerce and industry, shows high growth obtained since
2001- 02 in automobile production continuing in the first three quarters of the 2004-05. Annual
growth was 16.0 per cent in April-December, 2004; the growth rate in 2003-04 was 15.1 per cent
The automobile industry grew at a compound annual growth rate (CAGR) of 22 per cent
between 1992 and 1997.

With investment exceeding Rs. 50,000 crore, the turnover of the automobile industry exceeded
Rs. 59,518 crore in 2002-03. Including turnover of the auto-component sector, the automotive
industry's turnover, which was above Rs. 84,000 crore in 2002-03, is estimated to have exceeded
Rs.1,00,000 crore ( USD 22. 74 billion) in 2003-04.

Automobile Dealers Network in India

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In terms of Car dealer networks and authorized service stations, Hyundai leads the pack with
Dealer networks and workshops across the country. The other leading automobile manufactures
are also trying to cope up and are opening their service stations and dealer workshops in all the
metros and major cities of the country. Dealers offer varying kind of discount of finances who in
tern pass it on to the customers in the form of reduced interest rates.

Major Manufacturers in Automobile Industry

 Hyundai Udyog Ltd.

 General Motors India
 Ford India Ltd.
 Eicher Motors
 Bajaj Auto
 Daewoo Motors India
 Hero Motors
 Hindustan Motors
 Hyundai Motor India Ltd.
 Royal Enfield Motors
 Telco
 TVS Motors
 DC Designs
 Swaraj Mazda Ltd

Government has liberalized the norms for foreign investment and import of technology and
that appears to have benefited the automobile sector. The production of total vehicles
increased from 4.2 million in 1998- 99 to 7.3 million in 2003-04. It is likely that the production
of such vehicles will exceed 10 million in the next couple of years.

The industry has adopted the global standards and this was manifested in the increasing exports
of the sector. After a temporary slump during 1998- 99 and 1999-00, such exports registered
robust growth rates of well over 50 per cent in 2002-03 and 2003-04 each to exceed two and- a-
half times the export figure for 2001-02.

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Automobile Export Numbers

Category 2008-09 2013-14 (Apr-Dec)

Passenger Car 25468 121478
Multi Utility Vehicles 2654 3892
Commercial Vehicles 10108 19931
Two Wheelers 100002 256765
Three Wheelers 21138 51535
Percentage Growth -16.6 32.8

THE KEY FACTORS BEHIND THIS UPSWING

Sales incentives, introduction of new models as well as variants coupled with easy availability of
low cost finance with comfortable repayment options continued to drive demand and sales of
automobiles during the first two quarters of the current year. The risk of an increase in the
interest rates, the impact of delayed monsoons on rural demand, and increase in the costs of
inputs such as steel are the key concerns for the players in the industry.

As the players continue to introduce new models and variants, the competition may intensify
further. The ability of the players to contain costs and focus on exports will be critical for the
performance of their respective companies.

The auto component sector has also posted significant growth of 20 per cent in 2003-04, to
achieve a sales turnover of Rs.30, 640 crore (US$ 6.7 billion). Further, there is a potential for
higher growth due to outsourcing activities by global automobiles giants. Today, this sector has
emerged as another sunrise sector.

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 EVEN GROWTH

Opposing the belief that the growth in mobile industry has catered only to the top income-
stratum of society, Growth of exports of 32.8 % in the first three quarters of 2009-10 the
fastest growth in volumes has come from commercial vehicles as against passenger cars.

Between 2004 and 2005, the output of commercial vehicles has grown 2.8 times compared to
the 2.2 times increase in passenger cars. Furthermore, two-wheeler output continues to
dominate the volume statistics of the sector. In 2003-04, for every passenger car turned out by
the sector, there were 7 two-wheelers produced. In the two wheeler segment, there is a greater
preference for motorcycles followed by scooters, with both production and domestic sales of
motorcycles increasing at faster rates than for scooters in the current and previous years.
However, mopeds have registered low or negative growth. Export growth rates have been
high both for motorcycles and scooters.

COMPANY PROFILE
PROFILE OF HYUNDAI

“Hyundai” a name to be reckoned in the World Automobile industry is Korea’s 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 Korea’s economic and industrial development. Hyundai Motor
Company is steadily accelerating to achieve the status of world-class automobile company.

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In December 1967, Hyundai Motor Company (HMC) was born out of the Hyundai Business
group, the nation’s largest conglomerate with the purpose of entering the automobile industry to
meet the growing domestic demand for cars. Since then, HMC has played a major role in
providing transportation to further Korea’s 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. This assembly plant not only boasts it sown assembly facilities but also a R&D center, a
performance experimenting and testing center, and a driving testing ground. 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.

In 1997, Hyundai Motor India limited launched “Santro” the best small car at its worldwide
debut in New Delhi. Santro is basically a face lifted version of the “Atos”. Santro was introduced
in three different models having varying features. Santro was a runaway success in the India
market and became famous as the Tall Boy car. It topped the volumes year after year in its
segment.

Products rolling out of Hyundai Motor India Ltd.

The products that come out of the Hyundai Motor’s desk are

1. Santro Zing
2. Accent
3. i20

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 4. Sonata
5. i10 (kappa 1.2)
6. Getz

Santro Zing is a small segment car, with four different versions, and is priced between 3.38
Lakhs to 4.32 Lakhs. The four versions are named.

1. Santro Zing XE
2. Santro Zing XT
3. Santro Zing XG
4. Santro Zing XS

Accent is medium-sized car coming in six different versions, and is priced between 5.63Lakhs to
7 Lakhs. The six versions are named.

1. Accent CRDI
2. Accent GVS
3. Accent GLX
4. Accent GLS
5. Accent GPX Tornado
6. Accent VIVA 5-door petrol.

I20 is medium size car coming in three different versions, and is priced between 4.79Lakhs to
5.81Lakhs. The Three versions named

1. Magna
2. Asta
3. Asta(O)

Sonata is a luxury car priced between 14Lakhs to 18Lakhs.

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I10 is a small car coming in the nine different versions, and is priced between 3.29Lakhs to
5.36Lakhs. The nine versions named

1.

2. D-Lite (1.1)

3. Era (1.1)

4. Magna

5. Magna AT

6. Sportz

7. Sportz (AT)

8. Asta

9. Asta SR

10. Asta SR (AT)

Getz is medium car coming in the seven different versions, and is priced between 3.59Lakhs to
5.48Lakhs. The Seven versions named.

1. GLE 1.1

2. GVS 1.1

3. GVS 1.1 (175 Tyre + rear spoiler)

4. GVS 1.3

5. GLS 1.3

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 6. GLX 1.3

7. GVS CRDI 1.5

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 Company’s 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. Hyundai believes that they have achieved the current status as a world-class company by
faithfully enforcing seven management principles and creating an atmosphere where by each and
every member of the company is able to work for the benefit of common future. As a result,
Hyundai motor company is committed to its social responsibilities as it fulfills its mission with
dedication and strength of purpose.

Goal of Hyundai – “To build the world’s best quality cars”

Hyundai Motor Company

Type Public

Industry Automobile manufacturer

Founded 1967

Founder(s) Chung Ju-yung

Headquarters Seoul, South Korea

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 Area served Worldwide

Key people Chung Mong-koo, Chairman and CEO

Products Automobiles and commercial vehicles

Revenue ₩31.86 trillion (2009)

Net income ₩2.96 trillion (2009)

Employees 75,000 (as of March 31, 2009)

Parent Hyundai Kia Automotive Group

PROFILE OF HYUNDAI MOTORS

The success story is scripted through hard work, determination and unitiring efforts of the
Chairman Mr.Rama Mohana Rao. Being an engineer who was savvy of automobiles, he started
his career with A.P. Scooters dealership and because of the dedicated performance was allotted
with Hero Honda dealership in 1987. The success of these dealerships led to the entry into the
four wheeler segment. In the year 1998. We were appointed as the first dealer of Hyundai
Motors

The HYUNDAI MOTORS showroom was inaugurated by the dynamic Sri. NaraChandrababu
Naidu.
The show rooms are situated in prime locations and are one of a kind. The strength of Hyundai
and Honda technology and the dynamism of Mr.Rama Mohana Rao have helped the HYUNDAI
Group scale new frontiers and exceed limits.

The flagship of HYUNDAI Group

 HYUNDAI Motors inaugurated in 1989 in an area of 12000 sft.
 Sri HYUNDAI Motors inaugurated in 1996 in an area of 15000 sft and an extension of
the same in an area of 6000 sft.
 HYUNDAI MOTORS inaugurated in 1998 with technologically advanced service
centers at Banjara Hills, Kukatpally and L.B.Nagar.
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 Mission
We at HYUNDAI are continuously striving to be in tune with technology, provide 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. To always fulfill the commitment to the
people dealing with us with a fair mind and conscience.

Chairman
Hard work heralds success, this is true in every walk of life. The success story of the HYUNDAI
Group is also scripted through hard work , determination and untiring efforts of Our Chairman
Sri K. Rama Mohana Rao , a qualified Engineer , Member of Parliament , a successful
entrepreneur and above all a man with a heart.

Inspire of his busy schedule in the service of his country , he personally oversees the interests of
his customers. Customers relationship is the mantra he believes and does not compromise on any
issue with regard to customer service. Mr. Rama Mohana Rao very modestly accords a great deal
of credit for his success to his team.

Mr. Rama Mohana Rao works on some simple but effective principles:
 A humane approach to business.
 A practical approach of problem solving.
 Concern towards other's problems.

He has inculcated discipline, service orientation, and above all importance to customer
satisfaction to his entire staff and with this encouragement and support the staff has been
performing out of their skin to see HYUNDAI Group where it should be. At the top.
Above all, his leadership has earned him great respect and he has been personally responsible for
the success story.

UNDERTAKING THE KEY DELIVERABLES

Human interaction

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Customer service is a task, other than proactive selling, that involves interactions with customers
in person, by telecommunications, or by mails. It is designed, programmed and communicated
with two goals in mind: operational efficiency and customer satisfaction.

A typical categorization of the services based on who performs the action within the services
cape can be

1. Self-service (customer only)- ATM, Movie Theater

2. Interpersonal services-banks, restaurants
3. Remote services (employee only) – telephone mail order desk.

The superiority of the product has to be complemented with a high quality of services, which
gives a competitive edge to the organization. A high standard of service is what sets apart one
organization from another, and ultimately attracts the customer to the doorsteps.

Services at the showroom fall in the second category where there is a high complexity of
interaction and hence it becomes necessary for the personnel to be adept in responding to the
customer cognitively, emotionally and psychologically.

The various aspects and characteristics of service provision, which have been taken into
consideration of a customer care team/ sales consultant are

1. Politeness
2. Courteousness
3. Product knowledge
4. Process knowledge
5. Communication skills
6. Responsiveness and supportiveness.

Product information

Consumers obtain information about products and services from personal sources (friends and
experts) and from the non-personal sources (mass and selective media).

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When purchasing goods, consumers employ both personal and non-personal sources since both
effectively convey information about search qualities.

This is especially true for high involvement products such as cars, two-wheelers, durables etc.

Mass media can convey information about search qualities but can convey a little about
experience qualities. Also, mass media cannot elaborate on the finer aspects and hence it
becomes imperative for a showroom to provide the complete information about the product,
pricing and the offers.

The showroom can provide information by adopting the below mentioned list

1. Broachers, leaflets and pricelists – easy reference and handy.

2. Sales consultant
3. Test drive – hands-on experience.

Broachers, leaflets and pricelist are the basic sales tools, which elaborately give the product
specifications, promotional offers and schemes at hand and the pricing of various models at
display.

Sales consultant has to be knowledgeable to understand the nuances of the specification and
should be able to convey the same to the prospective customers. The sales consultants handle the
various queries (technical and commercial) and clear the impending doubts of the inquisitive
customer.

Test drive – the last part in providing information to the customer and gives the customer a hands
– on experience of the product performance

Time and Promptness.

One of the factors, which has to match the eagerness and the enthusiasm of the customer is quick
and prompt delivery of the service.

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After the customer has made a decision to go ahead with the purchase the next logical sequence
of steps would be a process the required documents, book the order, confirm the order, inform
the customer about the date of delivery and prepare the required documents for the delivery of
the vehicle.

Order booking-This is the process where the onus lies completely on the personnel dealing with
the customer. The customer has to be given the right information regarding the documents, time
taken to process the documents and close the deal.

It is also the responsibility of the various departments involved to provide a quick service to
ensure that the customer has a good and satisfying experience.

Delivery on date and time- once the product is delivered it can be assumed that a sale has been
done. The paper work to be carried out has to be done at a quick pace. This can be observed in
the responses of those 25% of customers who reported a slack in the delivery process. Deviation
from promised date and time can lead to a lot of inconvenience to the customers, thereby leading
to a bad experience.

Consistency

“Nothing is consistent by change.”

Consistency is a matter of experience. The expectation of service grows from every experience

the customer has during the sales process. For egg., the customer would expect the same
responsiveness from the sales person during the order processing as it was during the pre-sales,
any aberration would create a sense of insecurity and would thereby breach the bond of trust
established between them.

Inconsistency in service is caused by ever changing expectations of the customer. This poses a

challenge of maintaining the quality of service in every “encounter”. The expectations are not
just related to the profile of the customer but also to the occasion and moods, service firms find it

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difficult to meet the expectations of the customers all the time without affecting the quality of
service.

Furthermore, the characteristic of perish ability makes the service non-storable. They exist while
they are being delivered / consumed. This poses the management, problem of managing the
match and capacity planning.

In the analysis we have chosen to analyze the consistency maintained in offering services
relating to the human interaction as well as the processing of the documents. This becomes
important in the light of these services being offered in pre-sales and post sales scenario, and
gauging the consistency levels at these two stages gives a fair idea of the consistency maintained
in the services offered.

Consistency in human interaction is observed in the pre-sales, order processing and post sale
stages.

Convenience

The objective of the customer care personnel is to provide convenient and comfortable service
and not to push the customer to make the purchase. While basic facilities are made available, the
customer care personnel have to make sure that customer doesn’t feel any inconvenience while
the sales process is on.

Convenience does not only refer to the physical comforts such as seating, availability of rest
rooms etc. but also to mental convenience a in helping out the customer to reach a decision,
providing relevant information to the customer for evaluating the various options, making sure
that it is one-stop shop (additional accessories being made available like stereo systems, reverse
gear buzzers etc.) explain the basic functionally of the product etc.

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It is helpful to offer customers information in printed form; good signing is very important at
service delivery points and on self-service equipment. The customer care personnel have to make
the first move and approach the visitors instead of making the visitors ask for some
guidance. The visitors have to be communicated how to use and how not to use the facilities at
offer.

The concentration has been focused on checking the convenience of the customers on aspects
such as

1. Timings
2. Test drive
3. Availability of accessories
4. Sufficient fuel to reach the nearest petrol station
5. Wide range of finance options made available at the showroom
6. Imparting the basic mechanical functionalities of the car.

CUSTOMER SATISFACTION

Concept Identification-

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 customer’s perception of the ratio of benefits to what he or she gives
to obtain those benefits. The customer Value Triad is a framework used to understand what it is
that customers want. The framework consists of three parts: (1) perceived product quality, (2)
value-based pricing, and (3) perceived service quality.

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Customers are satisfied, when value meets or exceeds expectations. If their expectations of value
are not met, there is no chance of satisfying them. Figuring out what the customers want,
however, is a difficult and complex process. To be able to create and deliver customer value is
important to understand its components. On the most basic level, value from a customer’s
perspective is the ratio of benefits to the risks being taken while buying the product.

CUSTOMER SATISFACTION

AN INSIGHT
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According to Harold E Edmondson “ Customer Satisfaction” seems to appear in print more
frequently than any other catch phrase used to describe a new found magic for industrial
success. Before we proceed in to the study of the dynamics of Customer Satisfaction it is
important to know about, who a customer is and what satisfaction really means.

Who really is a Customer?

The question of defining who your customers are seems fairly easy particularly if you have
segmented your market properly and understand who you are trying to satisfy. However subtlety
that frequently goes undetected by many firms is that is that customer set can be divided into two
parts, the apparent customer and the user. The apparent customer is the person or group of people
who decide what product to buy and basically have control over the purse strings. The user is a
person or group who physically uses the product or is the direct recipient of a service.

What does satisfaction really mean?

As in defining customer above, defining satisfaction also appears simple. However as with

customer there is a subtlety that needs addressing. Satisfaction by most definitions simply means
meeting the customer’s requirement.

Customer satisfaction is a concept that more and more companies are putting at the heart of their
strategy, but for this to be successful they’re needs to be clarity about, what customer satisfaction
means and what needs to happen to drive improvement. Without this, there is a risk that
customer satisfaction becomes little more than a good intention, with confused objectives failing
to address the real issues for customers, one helpful way to look at the problem is to rephrase the
objectives: set the sights on helping the customers meet their goals.

Customer satisfaction can be defined in many different ways. Finding the right way for a
company depends on understanding your customer and on having a clear vision of the role that
customer satisfaction is to play in the strategy. For example, a focus on customer satisfaction can

28
work alongside existing segmentations to support revenue generation from high value customers
or it can be a company-wide objective rooted in the brand values. For the former, it may be
sufficient to focus on improving customer service, but for the latter a broader definition of
customer satisfaction is necessary, closer akin to corporate reputation.

Whatever the strategy for customer satisfaction, it must at least include getting the basics
right. Failing to achieve this can destroy the reputation as well as losing valuable
customers. Every customer, regardless of their economic worth to the business, has the power to
influence – positively or negatively – a company’s reputation. Once the objectives for the
customer satisfaction strategy are defined there are a number of steps we can take to make sure
the focus on customer satisfaction is effective.

Building a company around Customer Satisfaction -

With the increase in customer’s demands and competition it has become a lot more important to
base the entire company on customer service. When doing this one must first realize that every
member of an organization plays an active role in customer service. This includes both external
customers and internal customers within a company.

Customer focused organizations focus both on customer satisfaction and profit. Achieving

customer satisfaction generates the profit. In these organizations top management has frequent
contacts with external customers. The top management uses consultative, participative, and
supportive management styles to get through to the customer. The staff focuses all of its attention
on satisfying the customer’s needs. However, the management’s job is to provide the staff with
support necessary to achieve these goals. The other department and staff in the organization that
do not have direct contact with the external customers deal exclusively with internal customer
satisfaction.

The Influence of the salesperson in Customer Satisfaction-

In an article titled, “The influence of salesperson selling behavior on customer satisfaction with

products,” Brent G.Goff and James S. Boles examine the effects of non-product related construct
on customer satisfaction with major retail purchases such as automobiles. The article states that

29
salesperson’s selling orientation- customer orientation (SOCO) will affect not only consumer
satisfaction with the salesperson and dealer, but also indirectly, satisfaction with the product or
manufacturer.

In the perspectives of both the retailer and the manufacturer, customer satisfaction represents an
important issue because it relates to several desirable outcomes. Customer satisfaction leads to
future purchases, and repeated purchases of the same product from the same source. In other
words, it helps a firm retain its present customers and build loyalty. By helping a buyer obtain
product information and providing guidelines about what should be expected during the buying
process and use of a product, a salesperson may influence customer expectations concerning the
product. Thereby this may reduce the likelihood of dissatisfaction (Grewal and Sharma, 1991). A
successful salesperson tailors to the needs of each individual customer. By being customer-
oriented, a salesperson is likely to identify with needs of the customer, enabling the salesperson
to match his or her presentation to those requirements of the customer.

Internal Marketing – how it affects Customer Satisfaction –

Successful companies make every effort to ensure satisfaction to their customer by focusing all
organizational efforts of the company on providing superior customer service. By doing this
these companies hope to retain their existing customers and attract new ones. Only angle of
customer satisfaction commonly overlooked is the internal aspect.

The internal customer or employee plays a vital role in achieving customer satisfaction and
loyalty. Some firm’s do not understand that the treatment of internal customers becomes the
external customers’ perception of the company. A firm’s employees or other departments within
the organization make up its internal customers. Their job performance affects the firm’s ability
to deliver superior product and customer service (Boone and Kurtz, 1999). When a firm’s
employees are happy at work, their overall attitude and performance towards the customer
enhances tremendously. Internal marketing helps members or employees of an organization
understand and fulfill their roles in implementing its marketing strategy. Internal marketing not

30
only keeps employees happy, it also shows them how their actions affect the firm’s ability to
achieve customer satisfaction.

Customer Satisfaction as part of Service Profit Chain:

A Harvard Business Review article outlines the internal process required to drive growth and
increase profitability. The article describes the ways in which service quality contributes to
success, outlining the steps in the “Service-profit chain”:

Profitability / Growth
Customer Loyalty

Customer Satisfaction
Value
Employee Productivity
Employee Loyalty

Internal Quality

Leadership

31
CHAPTER-2

REVIEW OF LITERATURE

Customer satisfaction is an evaluation of difference between prior expectations about product

and its actual performance. Customer satisfaction is how customers react towards the state of
satisfaction, and how customers judge the satisfaction level (Hanif, Hafez & Riaz, 2010).

Customer satisfaction is the reaction of customer toward state of the fulfillment and judgment of
customer about that fulfilled state (Khayyat & Heshmati,2012).

Customer satisfaction is the expectation before consuming a product regarding quality or it is a

pre-consumption judgment or expectation(bae,2012).

32
Satisfaction is an outcome of purchase in which consumer compare cost and rewards with the
anticipated consiquences(Maxham,2001).

There is always a positive relationship between customer satisfaction and profit maximization of
an organization(bowen&chen,2001).

No one is important than customers and their satisfaction is the ultimate objective through
improvement in services in terms of competitiveness and it saves future revenue plus it becomes
the cause of cost reduction in future(Yuan Hu, Ching-Chan& Cheng, Hong,2010).

Customer satisfaction is the perceived feeling of a customer for which he or she has set standards
if his expectations match with the standard he is satisfied(Eggert& Ulaga,2002)

.There are number of imperial studies on specific relationship of employees satisfaction.Often

the quality of the relationship is called satisfaction mirror which gives an idea that success of
business is from satisfaction of employee which is reflected in term of the customer satisfaction.
Service quality is derived from employee satisfaction for example if employees are satisfied it
has direct effect on both customer satisfaction and service
quality(Madern,Maull,Smart&Baker,2005).

There is a significant effect of customer satisfaction on the performance of business and through
customer satisfaction returns of shareholders can be increased and value of any business can be
maximized(O’sullivan,Mccalling,2010).

Customer satisfaction with offices is resolved by specialized execution, as well as by a many-

sided set of trade procedures, for example, compelling correspondence and administration of
desires. (Campbell&Finch,2004).

Customer satisfaction have antecedent, mediated and moderated effect on personal connections
and enjoyable interactions(Fatima&Razzaque,2013).

Customer satisfaction with offices is resolved not just by specialized execution, additionally by a
multifaceted set of trade methodologies, for example, powerful correspondence and
administration of desires.(Campbell&Finch,2004)

33
CHAPTER- 3

RESEARCH
METHODOLO
GY

Research methodology refers to the essential part of study and the process of collecting
information and arranging it in terms of the relevant issues of the study. It is designed in a way
so that it’s correspondents to achieve the objectives of the study.
The actual information provided in this report was collected from two different sources namely
Primary and Secondary Sources

34
PROBLEM STATEMENT: How to study the customer satisfaction towards Hyundai Motors.

OBJECTIVE OF THE STUDY

To study and understand the key service parameters using Customer Satisfaction and reflect
upon the low performing areas:

 To study about the customer satisfaction on the services provided by the dealers.
 To study the opinion of the customers regarding the availability and cost of spare parts.
 To study the opinion of the owners of cars regarding its features like mileage, price etc.
 To study the customer satisfaction with usage of their cars.

HYPOTHESIS

35
 There are two types of hypotheses used in my research
NULL HYPOTHESIS – H0
ALTERNATIVE HYPOTHESIS –H1

H0: there is no difference in level of choice and preference regarding car choices
H1: there is difference in level of choice and preference regarding car choices

RESEARCH DESIGN
Descriptive Research has been used in order to conduct the study.

36
Date Sources:

      Primary Data:

            The data is collected directly from each and every customer.

Pilot Survey

            A pilot survey was conducted to understand the factors, which would positively
influence the customer. Personal Interviews totaling 20 were conducted for the sales team,
potential customers and the existing customers of HYUNDAI MOTORS. The factors scoring
high in the interviews were considered to be the key deliverables.

Survey Research:

      The research was done to learn about people’s preferences and satisfaction of the HYUNDAI
MOTORS customer.

Research Tool:

  Questionnaire (primary tool- attachment 1)

37
Interview through questionnaire method was employed for the research purpose. The
questionnaires were individually administered to each customer to ensure minimum scope for
faulty data entry and error of understanding. This method also gave the interviewer the scope of
entering into a dialogue and understanding the customer’s perception better.

The questionnaire tried to capture the responses of the customers mainly on the key deliverables,
derived from the pilot survey conducted, and a few questions have been included to gauge the
level of satisfaction and to gain insight into customer expectations.

Unstructured interview

The interview complemented the primary research tool and helped delver into details of
responses provided by the customers. This not only validated the responses of the customers but
also helped the interviewer understand the expectations of the customers.

Sampling Unit: In this study the sampling unit used is the existing customer base of HYUNDAI
MOTORS. Selection is made from the list of Customers during the last one year.

Sampling Size: Sample size was chosen to be 100.

Sampling Procedure: Simple Random Sampling.

  In simple random sampling, each member of the target population has the same
chance of being selected for participation in the study. For a sample to truly be a simple random
sample we need to develop a list or sampling frame that includes almost all of the population,
then from this we randomly pull names from the sampling frame using some kind of random
method such as a random number table or a random number generator. Finally, numbers are
assigned to all members of the population and pull the names of those members whose numbers
are pulled from the table or generator.

38
      The biggest advantage to a simple random sample is that we get a pretty good unbiased
sample fairly easily. The biggest downside is that we may not get all elements of the population
that are of interest.

SCOPE OF THE PROJECT

39
  The research measures the experiences of customers.

 Defines and analyses the experiences based on key deliverables.

 Gains insights into Customer expectations.

Limitations:

The study is restricted in scope of owing to the following limitations:

 Due to constraint of time only city of Hyderabad is selected and so it cannot claim to be a
comprehensive study of the population.
 The sample size is restricted to 100 respondents.

40
CHAPTER 4-

DATA ANALYSIS
&

INTERPRETATION

TABLE N0– 1: Gender

GENDER NO. OF RESPONDANTS PERCENTAGE%
Male 64 64
Female 36 36
Total 100 100

41
INTERPRETATION

The above table and table chart shows the gender of respondents, 64% of the respondents are
males and 36 % of the respondents are females. The majority (64%) of the respondents are male.

TABLE – 2: Age Group

Sl.No Age Group No of people

A 20 to 30 28
B 30 to 40 25
C 40 to 50 25
D Above 50 22
42
INTERPRETAION

From the above table shows that the respondents of the age group of years above 50 i.e. 22, the next
group is 40-50 years i.e.25, the remaining age groups are 30-40 and 20-30 years having 25 and 28
respectively.

25

20
20-30years
30-40years
15
40-50years
10 above 50

TABLE -3: Occupation

Sl.No Occupation No of people
A Pvt. Employees 35
B Business 20
C Govt. employees 15
D Others 30

43
INTERPRETAION

From the above table shows that the respondents of the occupation are mostly private employees
numbered 35, business people numbering 20 , Government employees 15 and others 30 people.
777

35
30
25
20
15
10
5
0

TABLE -4: Monthly Income

MONTHLY INCOME NO OF RESPONDENTS PERCENTAGE %

Below 30000 24 24
30000-60000 52 52
60000-100000 17 17
44
 Above 100000 7 7
Total 100 100

INTERPRETATION

The above table shows, 24% of the respondents are belongs to income Below30000, 52% of the
respondents are belongs to income 30000-60000, 17% of the respondents belongs to income
60000-100000 and remaining 7% of the respondents belongs to income Above 100000. The
majority (52%) of the respondents are belongs to income below 10000

80

70

60

50

40

30

20

10

0
PRICE HIGH REASONABLE LOW

TABLE-5: CAR MODEL

OWN CAR NO. OF RESPONDANTS PERCENTAGE%
I10 35 35
I20 18 18
Santro 27 27
Others 20 20

45
Total 100 100

INTERPRETATION

The following graph shows the number of cars in the total of 100 persons i10 is owned
by 35 people, and I20 owned by 18 and Santro owned by 27 people and others by 27
people.

NO. OF RESPONDANTS

I10
I20
Santro
Others
Total

TABLE -6: PREFRENCES

FIRST PREFER NO. RESPONDANTS PERCENTAGE%

GOOD FACILITIES 4 4
QUALITY SERVICE 10 10
PRICE 26 26

46
 GOOD DESIGN 14 14
BETTER MILAGE 46 46
TOTAL 100 100

INTERPRETATION

The above table shows, 4% of the respondents are for good facility as a first preference in buying
a car, 10% of the respondents are for quality service as a first preference in buying a car, 26% of
the respondents are for price as first preference in buying a car, 14% of the respondents are for
good designs as a first preference in buying a car, 46% of the respondents are for better mileage
as a first preference in buying a car. The majority (46%) of the respondents are for better mileage
as a first preference in buying a car.

120

100

80

60

40 NO. RESPONDANTS
PERCENTAGE%
20

TABLE-7: MODEL VERSION

MODEL VERSION NO. OF RESPONDANTS PERCENTAGE%

PETROL 64 64
DIESEL 31 31
CNG 4 4

47
 Total 100 100

INTERPRETATION

The above table shows, 64% of the respondents are purchasing petrol models, 31% of the
respondents are purchasing diesel models, 4% of the respondents purchasing cng models.
Majority (64%) of the respondents are purchasing petrol models.

80

70

60

50

40 PERCENTAGE%
NO. OF RESPONDANTS
30

20

10

0
I10 I20 Santro Others

TABLE-8: PRICE

PRICE NO. OF RESPONDANTS PERCENTAGE%

HIGH 23 23
REASONABLE 70 70

48
 LOW 7 7
TOTAL 100 100

INTERPRETATION

The above table shows, 23% of the respondents are rated price as high, 70% of the respondents
are rated price as reasonable, 7% of the respondents price as low. The majority (70%) of the
respondents are notified that the prices of hyundai cars are reasonable.

Chart Title

PRICE
HIGH
REASONABLE
LOW

TABLE-9: COMPARISION WITH OTHER

BRANDS
COMPARING NO. OF RESPONDANTS PRECENTAGE%
EXCELLENT 38 38
VERY GOOD 30 30
GOOD 22 22

49
 AVERAGE 8 8
POOR 2 2
TOTAL 100 100

INTERPRETATION

The above table shows the satisfaction level in services providing for maruthi cars, 38% of the
respondents are excellent, 30% of the respondents are very good, 22% of the respondents are
good, 8% of the respondents are average, 2% of the respondents are poor. The majority (38%) of
the respondents are excellent,

EXCELLENT
VERY GOOD
GOOD
AVERAGE
POOR
TOTAL

TABLE -10: TIME PERIOD

i
USAGE NO. OF RESPONDANTS PERCENTAGE%
1-2 YEARS 9 9
2-4 YEARS 21 21
4-8 YEARS 29 29

50
 8 & ABOVE 41 41
TOTAL 100 100

INTERPRETATION

The above table shows,9% of the respondents are using Hyundai of more than one year and
less than two years,21% of the respondents are using Hyundai of more than two year and less
than four year, 29% of the respondents are using Hyundai of more than four years and less than
eight years, 41% more than eight and above years. The majority (41%) of the respondents are
using of Hyundai more than eight and above years.

250

200

150
DELIVERY
ORDER PROCESS
100

50

0
YES NO TOTAL

TABLE -11:HUMAN INTERACTION

OPINION POLITE KNOWLEDGE

YES 88 90
NO 12 10
TOTAL 100 100

51
INTERPRETATION

The graph clarity indicates that approximately 90% of the customers are positive about the
human interaction at the showroom.

120

100

80

60 ORDER PROCESS
DELIVERY
40

20

0
YES NO TOTAL

TABLE- 12: PRODUCT INFORMATION

OPINION AVAILABILIT KNOWLEDGE
Y
YES 88 86
NO 12 14
TOTAL 100 100

52
INTERPRETATION

The graph shows that the brochures, leaflets and price list are readily available. Approx.
85customers agree that the sales consultant was knowledgeable and was adept in handling the
queries of the customers.

100
90
80
70
60
50 ORDER PROCESS
DELIVERY
40
30
20
10
0
YES NO TOTAL

TABLE- 13:TIME AND PROCESSINGS

OPINION FAST PROCESSING DELIVERY AT FAST

AT ORDER PROMISED PROCESSING
AT DELIVERY
YES 90 88 92
NO 10 12 08
TOTAL 100 100 100

53
INTERPRETATION

84 customers have responded positively about the work being carried out quickly. 25 people
among customers are unhappy about the promptness in the delivery of the
vehicle. Approximately 75 customers feel that the processing was fast.

120

100

80

YES
60
NO
TOTAL
40

20

0
ORDER PROCESS DELIVERY

TABLE- 14: CONSISTENCY

OPINIONS ORDER PROCESS DELIVERY

YES 86 82
NO 14 18
TOTAL 100 100

INTERPRETATION
54
Consistency in processing:

The customers have responded positively, about 80 people (avg.) of them observing that
the processing has maintained a consistent level.

ORDER PROCESS

YES
NO
TOTAL

TABLE- 15: CONVENIENCE

OPINIO MECHANIC FUEL TEST AVAILABILITY CONVENIENCE

N
YES 82 90 88 86 84
NO 18 10 12 14 16
TOTAL 100 100 100 100 100

55
INTERPRETATION

Though there are 20 of people who have not utilized the finance option provided by the
showroom, the point to be taken is that 80 of the customers have utilized the options
provided by the showroom.

100
90
80
70
60
50
40 YES
NO
30
TOTAL
20
10
0
NI
C EL ST TY CE
A FU TE BILI IEN
H
EC LA EN
M VAI NV
A CO

CALCULATION OF SALES SATISFACTION INDEX

Sales satisfaction index is the index of overall satisfaction of HYUNDAI customers as a

whole. The overall satisfaction is the average of the scores of the key variables, which in
turn is the cumulative of the positive responses of the customers, converted to a scale of
ten. The responses of the customers have also been recorded over repeat purchases,
referrals and their satisfaction to cross check with the calculated result

56
 Sl.N Key Deliverables Score Score on scale of Ten
o
1 Human Interaction 210/225 9
2 Product Information 215/225 9
3 Time & Promptness 175/225 7
4 Consistency 254/300 8
5 Convenience 413/450 9
Cumulative Score 42

Sales Satisfaction Index

Overall Satisfaction = Average (Cumulative Score)

= 42/5
= 8.4

Sales Satisfaction Index = 8.4 on scale of ten

HYPOTHESIS TESTING

Table 1: Shows the satisfaction of respondents regarding the performance of

Hyundai Motors with respect to the Gender

YES NO

57
 52   (52.48)   [0] 12   (11.52)   [0.02] 64
FEMALE 30   (29.52)   [0.01] 6   (6.48)   [0.04] 36
Marginal
82 18 100
Column Totals

The chi-square statistic is 0.0678. The p-value is .79464. This result is not significant at p < .05.

The chi-square statistic with Yates correction is 0.0001. The p-value is .991347. Not significant at p < .05.

H0: There is no significant association between the satisfaction from Hyundai products and
gender of respondents.

H1: There is a significant association between the satisfaction from Hyundai products and
gender of respondents.

The above table (1) shows that there is no significant association between the satisfaction
of respondents regarding the performance of Hyundai Motors with respect to the Gender.
Hence Null Hypothesis is failed to be rejected.

58
Table 2: Shows the significant change in the satisfaction level with respect to
the age group of the respondents

Results
  HIGH MODERATE LOW Row Totals
30-40 10  (10.81)  [0.06] 35  (32.90)  [0.13] 2  (3.29)  [0.51] 47
40-50 6  (5.29)  [0.10] 15  (16.10)  [0.08] 2  (1.61)  [0.09] 23
ABOVE 50 7  (6.90)  [0.00] 20  (21.00)  [0.05] 3  (2.10)  [0.39] 30
 
 
Column Totals 23 70 7 100  (Grand Total)

The chi-square statistic is 1.4002. The p-value is .844152. The result is not significant at p < .05

H0: There is no significant change in the satisfaction level with respect to the age group of the
respondents

H1: There is a significant change in the satisfaction level with respect to the age group of the
respondents

The above table shows that there is no significant association between the satisfaction level
with respect to the age group of the respondents. Hence Null Hypothesis is failed to be
rejected.

59
CHAPTER-5
60
FINDINGS &
SUGGESTIONS

CONCLUSIONS AND FINDINGS

 HYUNDAI MOTORS enjoys a high patronage from its customers.

 Most of the customers had a good experience of shopping at HYUNDAI MOTORS.

61
 The satisfaction levels can also measured with the level of recommendations to friends
and associates; It is evident that more than 80% customers are satisfied with the service
offered at HYUNDAI MOTORS.

 The probability that the customers would repeat that purchase at the same showroom is
high, which is a good sign.

 The sale satisfaction index of HYUNDAI MOTORS showroom is 8.4 on scale of ten
(refer page 32), which is exceptionally good, the showroom should persist on high levels
of commitment to maintain the good image it has created. The industry SSI (2003) is 104
out of 126 according to J D Power Asia pacific. And Hyundai scores 105 out of 125.

 In the interview it was found that the customers are happy about the training
programs under taken by the showroom, which train the customers to negotiate minor
breakdowns comfortably.

 It has been observed that 25% of customers have reported a slack in the delivery
process.

This is the only area of concern that has emerged form the city.
SUGGESTIONS

The overall sales satisfaction index from the study reveals that the company is
performing very well and customers buying are much satisfied with the service given to
them.

The only couple problem noticed are:

 Some of the customers have complained about the slack in the delivery
process and timings. Therefore, this is the area which I recommend to the

62
 showroom to focus a little bit more. It needs to improve its delivery
process and time. Need to become little quick and fast.

Some of the customers have also complained about the after

purchase services provided by the showroom. Even though the
complaints are minor, the showroom needs to resolve the
customer after purchase service issues in order to achieve
customer satisfaction.

BIBLIOGRAPHY
References:
Hanif ,M. , Hafeez ,A. & Riaz , A.(2010) journal name: factors affecting customer
satisfaction)p45

khayyat,N,T.& Heshmati, a(2012) journal name: Determinants Of Mobile Phone Customer

Satisfaction In The Kurdistan Region)p3

Bae, Y,H.(2012) journal name: Three essays on the customer satisfaction-customer

loyalty association)p23

Maxham,J , G. (2001) journal name: Service recovery’s influence on consumer satisfaction,

positive word-of-mouth, and purchase intentions)p1

63
Bowen,J,T.& Chen,S,L.(2001) journal name:The relationship between customer loyalty and
customer satisfaction)p1

Hu,H,Y.,Cheng,C,C.,Chiu,S,I.,Hong,F,I.(2011) journal name: A study of customer satisfaction,

customer loyalty and quality attributes in Taiwan’s medical service industry)p1(187)

Egger,A. & Ulaga,W.(2002) journal name: Customer perceived value:a substitute for satisfaction
in business markets)P2,17(2/3)

Maddaren,H. ,Maul,R,S.,Smart,P,A.&Baker,P.(2005) journal name: Customer satisfaction and

service quality in uk financial services,p3&5

O’SULLIVAN,D.&McCalling,J.(2010) journal name: Customer satisfaction, earnings

and firm value,p1

Campbell,L.& Finch,E.(2004) journal name: Customer satisfaction and organisational

Justice,p1

Fatima,j,k. & Razzaque,A,U.(2013) journal name: Roles of customer involvement

in rapport and satisfaction,p1

Books:
Principles of marketing: KOTLER ARMSTRONG.
Marketing Management: PHILIP KOTLER.
(Analysis, Planning Implementation and Control)
Services Marketing : TATA Mc GRAW HILL.
Marketing Research : G.C.BERI.
Research Methodology: KOTHARI. C.R.
Websites:
http://www.jdpower.co.jp
www.bus.umich.edu
http://www.asq.org

64
65
 ANNEXURE

CUSTOMER SATISFACTION INDEX

Details:
Vehicle No: _______________________________________________________
Model: ___________________________________________________________
Customer Name: __________________________________________________
Telephone No: ______________________Mobile:________________________

66
 Date: __________________Customer signature: ________________________

1. Age group

a) 20-30 b) ) 30-40 c) ) 40-50 d) ) Above 50

2. Gender

a) Male b) Female

3. Occupation

a) Government b) Private c) Business d) others

4. Monthly Income

a) 0-30000 b) 30000-60000 c) 60000-100000 d) above - 100000

5. Which car model do you own?

a) i-20 b) i-10 c) santro d) others

6. What are your preferences for buying a car?

a) Good facilities b) Quality services c) Price d) Good decision e) Better milage

7. Which model car model version do you own?

a) Petrol b) Diesel c) CNG

8. According to you the prices of cars are:

a) High b) Reasonable c) Low

9. How is the performance of Hyundai motors in comparison to other brands?

a) Excellent b) Very good c) Good d) Average e) poor

10. How many years have you been using Hyundai cars?

a) 1-2 b) 2-4 c) 4-6 d) 6-8 e) above – 8

11. Are you satisfied with your vehicle mileage?

67
 a) Yes b) No

12. Will you recommend Hyundai product to anybody?

a) Yes b) No

13. What do you think about Hyundai’s customer service?

a) Excellent b) Good c) Better d) Poor

14. How do you feel about company’s response towards customers?

a) Excellent b) Good c) Better d) Poor

15. Did you receive the product on delivery time?

a) Yes b) No

16. Are you satisfied company’s after sales service?

a) Satisfied b) not satisfied

17. How do you feel the experience at the showroom?

a) Satisfied b) not satisfied

18. Were you offered test drive?

a) Yes b) No

19. Are you satisfied with the usage of the car?

a) fully satisfied b) just satisfied c) not satisfied

20. Please give your comments/suggestions to enable us to improve satisfaction of customers

at this Hyundai authorized showroom..

68
 _______________________________________________________

Hyundai Car models

69
 Santro

Accent

I10

70
 GETZ

VERNA

71
 SONATA

TUCSON

i20

72
 ELANTRA

TERRACAN

73