Running head: QUESTIONNAIRE FOR CUSTOMER SATISFACTION IN TOYOTA 1

QUESTIONNAIRE FOR CUSTOMER SATISFACTION IN TOYOTA

Er. Nirajan Mahato

BN190418

Business Research Methodology (BUS-605)

09/02/2020
QUESTIONNAIRE FOR CUSTOMER SATISFACTION IN TOYOTA 2

Abstract

The paper focuses on the significance of customer satisfaction for the firm and the

necessary steps which an organization should take to satisfy its customers. The main concern is

that the paper deals with the study through a series of questionnaire which is done to address

customer experience and satisfaction in vehicle service. This also concerns with the data source

required for performing the study. It also deals with various types of questionnaires with multiple

choices and single answer, multiple choices with multiple answers, and ultimately with Likert

scale and ranking.

Keywords: Customer, Data, Firm, Multiple, Questionnaire

QUESTIONNAIRE FOR CUSTOMER SATISFACTION IN TOYOTA 2

Questionnaire for Toyota’s Customer Satisfaction

Introduction

According to the Terminology of marketing, Customer Satisfaction is a degree of

measurement of the product and service, up to which it is able to meet the customers’

expectations as per the needs. According to Farris [CITATION Far102 \n \t \l 1033 ] “The total

customers, who report their satisfaction level to the firm regarding the firm's product or services

exceeds specified satisfaction goals”. On the basis of customer’s satisfaction, the firm is able to

make their client base which is considered to be the most important assets of an organization for

its success. In general, the client base is a mass of customers, those who purchase the product

and service [ CITATION Chr03 \l 1033 ].

As a firm, being a client base as an important asset, it’s their responsibility not to lose

those assets, which is a big and challenging responsibility to them. Thus they are in a regular

approach to meet their customer satisfaction level. But in the meanwhile, it’s mandatory to

reflect whether they are being able to meet customer’s satisfaction? In order to keep a record or

to analyze the satisfaction level, a customer satisfaction survey is the most effective tool. This is

being a trend of making customer satisfaction survey since a long decade, which is also an

opportunity to the customers to give feedback as per their experiences with the product or

services they need to deal with in their day to day life. Customer satisfaction survey gauges the

need of the customers, understanding the problem with the product or services on the reference

to the score given by them. Increase in customer satisfaction increase the profitability of the

company along with the brand loyalty [ CITATION Hal96 \l 1033 ]. Often rating scale is used to
QUESTIONNAIRE FOR CUSTOMER SATISFACTION IN TOYOTA 2

measure the customer satisfaction level, to measure the changes over time and to have detail

understand the reason for not being able to meet customer’s expectations.

From this paper, its objective it to figure out proper source of data and to make a

questionnaire to conduct a survey for Toyota to know owners satisfaction regarding the servicing

of their vehicles.

More Preferable Source of Data:

Data is a set of information in research purpose, and it can be extracted as information in

post-analysis and can be visualized through graphs, images and analytical tools [ CITATION

Tou00 \l 1033 ]. For the research purpose, collection of data is considered to be the most factory,

since the results and outcomes of research must rely on the basis of collected data, which is

analyzed and interpreted with of motive of gathering information from the data. In basic concept,

for the source of data collection are: primary data source and secondary data source. Sources

vary on the nature of the research. Primary data are considered to be the original data which is

collected from the research subject source whereas secondary data are those data which was

originally collected by other researchers for a similar or different purpose but being reused for

another research purpose [ CITATION HOx05 \l 1033 ].

While collecting primary data, its sources are surveys, questionnaire, observations,

personal interviews, experiments, while in secondary data the sources are books, previously

researched journal and article, internet, websites, the government published data. While we

compare primary data and secondary data, primary data are more accurate and precise, though

the time period for its collection in lengthier in the time period in comparison to secondary data.
QUESTIONNAIRE FOR CUSTOMER SATISFACTION IN TOYOTA 2

From validity perception as well as primary data are stronger than secondary data since they are

authentic and unchangeable [ CITATION Gla76 \l 1033 ].

In marketing and business purpose, Primary data reflects the present scenario, which

makes easy to reflect the relationship scenario between the companies and potential customers/

consumers. In the case of Toyota Cars, from the purpose of this case study: in order to measure

the customer’s satisfaction with the servicing of their vehicles, primary data collection is better

than secondary data collection. But the most important aspect we need to consider before

collecting the primary data is specific target selection and in this case Toyota cars owner are the

right specific source for this case regarding the problem of their vehicle, which will provide the

proper insights and real scenario to the researchers with specific and accurate information. After

collecting the data, analyzing it can show better results which will be really helpful to overcome

the problems.

Questionnaire:

The questionnaire is an examining tool to gather the inquiries and data from the respondents.

It’s a device for trying down responses to inquiries by utilizing a structure which the respondents

fills it without anyone else’s input [ CITATION Gau072 \l 1033 ]. In this case, the purpose of the

questionnaire is to measure the customer satisfaction of Toyota vehicles owners regarding the

servicing of their vehicle, where it also deals with their satisfaction regarding construction,

performance, design, operating costs, and amount of service required. The optimum target is to

identify whether the dissatisfaction of car owners reflects the car manufacturer or to the after-

sales service provider because of poor upkeep and driving habits of the car owners.
QUESTIONNAIRE FOR CUSTOMER SATISFACTION IN TOYOTA 2

Questionnaire is consider to be effective tools since it helps to measure attitude, opinions,

intentions, behavior, preference of large number of subjects than any other tools or methods

[ CITATION Fra00 \l 1033 ].To identify this the further questionnaire is extended. So to figure out all

these issues, in questionnaire different techniques is being carried out. Initially, multiple options

to get a single response to gather the basic information is being used. After that multiple options

to gather multiple response and ranking is being used. For the rank and scale, the Likert scale is

being used while making the questionnaire. Likert scale is considered to mostly use

psychometric scale, to get the scale response indicating the degree of response on 5 points or 7

points in the survey research [ CITATION Wue09 \l 1033 ]. To measure the customer satisfaction on

the basis of the above mention steps we can proceed as:

1. Name:

2. Address:

3. Vehicle Number:

4. Gender

a. Male

b. Female

5. Age

a. 25-35

b. 35-45

c. 45-55

d. 55-65

e. 65 and above

6. Monthly Income
QUESTIONNAIRE FOR CUSTOMER SATISFACTION IN TOYOTA 2

a. 35k – 45k

b. 45k – 55k

c. 55k – 65k

d. 65k – 75k

e. 75k and above

7. Which Model of Car do you own?

-------------------------------------------

8. What is the total Kilometer you ride per year?

a. 0 km – 20000 km

b. 20000km – 40000km

c. 40000km – 60000km

d. 60000km and above

9. Do you do off- road Driving?

a. Always

b. Very Often

c. Sometimes

d. Rarely

e. Never

10. What is the top three reason for purchasing your present car?

a. Price

b. Model

c. Features
QUESTIONNAIRE FOR CUSTOMER SATISFACTION IN TOYOTA 2

d. Design

e. Brand

f. After Sales Service

11. As a customer, please choose on the basis of your experience and satisfaction about your

Toyota Car

S.NO Acceptabl

. Statement Very Good Good e Poor Very Poor

1 Performance          
2 Comfort/ Luxury          
3 Design          
4 Brand          
5 Price          
6 Mileage          
7 After Sales Service          
8 Reliability          
9 Safety          

12. Responsible for Car Problems.

a. Manufacturers

b. Dealers ( Service Workers)

c. Poor Driving Habit Owners

13. Recommend Toyota to Others?

a. Yes

b. No
QUESTIONNAIRE FOR CUSTOMER SATISFACTION IN TOYOTA 2

Conclusion

Customer satisfaction is always been in priority to the company since customer retain is consider

to be the greatest assets to the company. Thus they must always focus on providing the

customer's satisfaction. Having frequent survey regarding customer satisfaction provides the

insights towards the problems that the customer is being faced so that the company can proceed

with steps in order to mitigate the issues and problems that are being a hazardous factor for the
QUESTIONNAIRE FOR CUSTOMER SATISFACTION IN TOYOTA 2

customer satisfaction. Collecting primary data as a questionnaire, targeting the right audience

always reflects the real scenario and can be used in resolving the problem and issues. In order to

get the real scenario and insights, the questionnaire must be filled up with the right audience and

questions must be within the periphery of the real problems, then only questionnaires can bring

up the real facts and help in solving the issues and problems.

References

Christensen, Clayton, Michael Raynor, 2003. Innovators Solution: Creating and Sustaining

Successful Growth. Harvard Business School.

Farris, Paul, 2010. Marketing Metrics: The Definitive Guide to Measuring Marketing

Performance.. Upper Saddle River, New Jersey: Pearson Education.

Fraley, R.C, Waller, N.G & Brennan, K.A, 2000. An items- response theory analysis of self-

report measures of adult attachment. Journal of Personality and Socio Psychology.

QUESTIONNAIRE FOR CUSTOMER SATISFACTION IN TOYOTA 2

Gault. R.H, 1907. A history of the questionnaire method of research in psychology. Research in

Psychology.

Glass, G.V, 1976. Primary, Secondary and Meta analysis of research. Education researcher.

Hallowell, R, 1996. The relationship of customer satisfaction, customer loyalty, and profitability:

an empirical study. International Journal of Service Industry Management.

HOx, J.J & Boeije, H. R, 2005. Data Collection, Primary Versus Secondary. .

Toumi, Ilikka, 2000. Data is more than Knowledge. Journal of Management and Information

Systems.

Wuensch, Karl. L, 2009. What is a Likert Scale? and How Do you Pronounce Likert. East

Carolina University.