Marketing Research Report - Kamran Rauf - F220BBA204 - Fall - 2022

Research Title: Impact of Customer Satisfaction on Company’s Sales
Performance in auto mobile industry in Pakistan
Name: Kamran Rauf

Semester: Fall-2022
SHU ID: F20BBA204
Facilitator: Dr. Hassan Ahmed
Subject: Marketing Research
Date of Submission: Tuesday Jan 31 2023
Email ID: kamranrauf1986@gmail.com
Page 1 of 27
Department: Business Administration Management
TABLE OF CONTENTS
INTRODUCTION……………………………………………..……………………………………………………………………..….3
PROBLEM STATEMENT ……………………………………………………………………………………………..…………..3
RESEARCH OBJECTIVES………………………………………………………………………………………………………...3
RESEARCH QUESTIONS…………………………………………………………………………………………………………4
RESEARCH METHODLOGY……….……………………………………………………………………………………..……4
RESEARCH DESIGN……………………………….……………………………………………………………………………...4
RESEARCH INSTRUMENT……………………………………………………………………………………………..……..4
LITREATUR REVIEW……………………………………………………………………………………………………….4-7
THEORYTICAL FRAME WORK …………………………………………………….…………………………………...7
HYPOTHESIS STATMENTS……………………………………………………………………………………………….7
DESCRIPTIVE STATISTICS………………………………………………………………………………………..8-12
INFFRENTIAL STATISTICS (LINEAR REGRESSON)………………………………………………12-24
CONCLUSION…………………………………..…………………………………………………………………….24-25
REFERENCES……………………………………………………………………………………………………………….25
QUESTIONNAIRE………………………………………………………………………………………………….26-27
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Marketing Executive - Kamran Rauf
INTRODUCTION
The automotive industry in Pakistan is one of the fastest-growing industries in the country, growing by 171%
between 2014 and 2018. It accounts for 4% of Pakistan's GDP and employed a workforce of over 3.5 million people
as of 2018. Pakistan is the 35th largest producer of automobiles. Its contribution to the national exchequer is
nearly Rs. 50 billion (US$220 million). Pakistan's auto market is among the smallest, but fastest-growing, in
Asia.[citation needed] 269,792 cars were sold in 2018 but declined to 186,716 in 2019 as a result of austerity
measures. Pakistan used to have a lot of Japanese cars in the 1990s and early 2000s. With the launch of the first
Auto Policy in 2005, Pakistan launched its very first indigenous car, Adam Revo, but after the 2008 elections the
dollar started depreciating and due to bad governance a lot of automakers started to halt production, and some
even exited Pakistan. At present, the auto market is dominated by Honda, Toyota, and Suzuki. However on 19
March 2016 Pakistan passed a second "Auto Policy 2016-21", which offers tax incentives to new automakers to
establish manufacturing plants in the country. In response, Renault, Nissan, Proton Holdings, Kia, SsangYong,
Volkswagen, FAW, and Hyundai have expressed interest in entering the Pakistani market. MG JW Automobile
Pakistan has signed a memorandum of understanding (MoU) with Morris Garages (MG) Motor UK Limited, owned
by SAIC Motor, to bring electric vehicles to Pakistan. NLC signed an agreement with Mercedes Benz for the
manufacturing of Mercedes Actros trucks in Pakistan. Pakistan has not enforced any automotive safety standards
or model upgrade policies. A few old models of vehicles, including the Bolan and Ravi, continue to be sold by
Suzuki. On 8 July 2021 Jolta Electric launched the production of electric motorcycles.
On 26 December 2021 the Government of Pakistan announced a five-year policy between 2021 and 2026 to raise
the production capacity of automobiles in Pakistan. On 20 October the Pakistani envoy to China said during the
meeting with 50 Chinese automotive brands, that Pakistan will increase its automobile production to 6-8 million
units in the next five years. Pakistan is building special economic zones where Chinese companies are setting up
their businesses. In that meeting, 10 Chinese and Nasal automotive companies got ready to invest in Pakistan.
PROBLEM STATEMENT
The Maruti Suzuki's sales has been declined due to various factors in Pakistan where major problem is seemed the
customer sanctification to decline the sales of company.
RESEARCH OBJECTIVES
 To investigate the how much impact of customer satisfaction on company’s sales performance
 To investigate the effect of Factors when purchasing on customer satisfaction.
 Customer Assessment based on Service Quality after sales services such as Tangible, Reliability,
Responsiveness, Assurance and Empathy on customer satisfaction.
Page 3 of 27
RESEARCH QUESTIONS
 Does impact of customer satisfaction on company’s sales performance?
 Are which Factors effecting, when customer is purchasing a car?.
 How customer Assessment based on Service Quality after sales services such as Tangible, Reliability,
Responsiveness, Assurance and Empathy on customer satisfaction?
RESEARCH METHOLOGY
This part of the research describes the method used and the calculation of the appropriate sample size for the
study. The objective of this research was to describe the customer satisfaction towards factors during the
purchasing phase and the after sales services in the context of automobiles in Pakistan.
RESEARCH DESIGN
The research was descriptive cross-sectional. The study type is qualitative. The study participants were users of
four-wheeler vehicles in Pakistan. four-wheelers vehicles were only included for the study if they had a driving
license. Moreover, the users of automobile were excluded for those users who had not gone to a servicing center
of their vehicles, at least once in the past one year and for those users who could not listen, read and write
questionnaires. Most importantly, convenience non-probability sampling technique was used due to the
unavailability of sample frame. A total 145 questionnaires were filled up and all were completed and meaningful
and all responses have considered for analysis.
RESEARCH INSTRUMENT
The questionnaire had multiple choice questions, ranking questions and five-point Likert scale questions. Likert
scale, named after its developer - Rennis Likert scale, is widely used rating scale that needs the participant to state
a degree of agreement or disagreement with each of a series of statement starting by 1=strongly disagree, 2=
Disagree, 3 = Neutral, 4=Agree and 5=strongly agree. While factors measured on percentage during the purchasing
phase.
LITREATURE REVIEW
Short Introduction
Automotive Industry in Pakistan is still facing issues in correctly deploying marketing and customer satisfaction
techniques to their operations. In Pakistan, the established automotive manufacturers have not faced any real
competition for a sustained period, so, it can be said that the urge to identify factors involving or that can lead
businesses to achieve customer satisfaction is quite unknown. The automotive industry of Pakistan is very keen to
produce vehicles with the lowest possible prices and do not let any other competitor delve in. The actual problem
of the study here is to explore the key components that can help in achieving customer satisfaction, which can
later turn into customer loyalty (Ali, Hussain, Konar, & Jeon, 2017; Duy, & Hoang, 2017). It will help both,
manufacturer, and the customer, to achieve the value of product and service, rather.
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Variables
In this research study, the customer satisfaction is independent variable and dependent variable is sales
performance.
Customer Satisfaction it is important to the automotive organization (Lassar et al, 2000). In order to improve
enhance the overall company’s sales of the automobile industry in Pakistan. As you know that there are some
products or services which leads to sell highest quantity of the products via reference by the loyal customer and
which one of them is automobile products.
CONTRAST THEORY
When the expectation of a product is high and the actual product performance is perceived to be low, the
consumer will exaggerate the difference between the expectation and the outcome
COMPAIRSION LEVEL THEORY
The theory suggests that consumers set a comparison level in their minds with respect to several aspects while
they begin evaluating a product or service. These aspects include:
1. The price at which the product was purchased
2. The expectations pertaining to performance
3. The expectations pertaining to features and functionalities of the product
4. The expectations pertaining to quality
5. The comparison level set by an individual’s peers, family members, and friends
6. The comparison level was set by all other customers who bought the same brand
VALUE PERCEPT THEORY
Customer satisfaction by two factors that are central to customer perception of value – Actual Value (AV) and Ideal
Value (IV). AV is the actual quality or performance of a product that is perceived by a customer and IV is the “ideal”
quality or performance of a product that a customer expects before purchasing the product.
Westbrook (1980)
Research on consumer satisfaction with products has typically ignored influences other than the confirmation of
expectations relative to product outcomes. This paper examines the impact of broader, intrapersonal affective
variables on satisfaction, and presents empirical results on the relative effects of both types of influence. the
findings support the proposition that product satisfaction is partly a function of broader affective influences within
the consumer, in addition to purchase-specific cognitive factors, such as the extent to which product outcomes
meet or exceed expectations.
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Woodruff et. al (1983)
The authors propose to modify the basic confirmation/disconfirmation paradigm in two ways. First, expectations
are replaced with experience-based norms as the standard for comparison of a brand's performance Second, a
zone of indifference is postulated as a mediator between confirmation/dis-confirmation ad satisfaction.
Implication for future research also presented.
Yi (1993)
This study has investigated the moderating role of ambiguity in the process of consumer satisfaction formation. It
is found that product ambiguity moderates the way that expectation, performance, and disconfirmation determine
consumer satisfaction. When the product is ambiguous, consumer expectations have direct effects on consumer
satisfaction as well as indirect effects through disconfirmation. On the other hand, when the product is
unambiguous or easy to evaluate, product performance has direct effects on consumer satisfaction as well as
indirect effects via disconfirmation. The theoretical and practical implications of these findings are discussed as
well.
Anderson et. Al (1994)

The study is about customer satisfaction, market share and profitability. Its main objective is to investigate how
expectations, quality, and price affect customer satisfaction and why customer satisfaction, in turn, affects
profitability. The authors used a system of equations to test out multiple hypothesis. The findings showed a
preliminary indication of trade-offs between customer satisfaction and market share goals. They found out that
customer satisfaction might fall as market share increases.
GUPTA AND STEWART (1996)

Consumers use multiple strands to evaluate their satisfaction with a product and to establish post purchase
behavioural intention. However, prior empirical research has focused on which individual standard best predicts
satisfaction. In contrast,this article develops and tests a model of consumer satisfaction and post purchase
behavioral intention in which consumers simultaneously use multiple standards perceptions of
performance ,brand expectations, and category expectations. The results of an experiment for a simulate ad
service encounter provide support for the proposition that consumers use multiple standards and that these
standards have differential effects on such post purchase outcomes as satisfaction, repurchase intention, an d
willingness to recommend. Brand expectations are shown to be better predictors of affective outcomes (such as
satisfaction), while category expectations are shown to be better predictors of behavioral outcomes (repurchase
and recommendation). Consistent with prior research, perceived performance is shown to have a strong effect on
both satisfaction and behavioural intention.
ANDERSON ET. AL (2001)

The objective of this paper was to investigate whether there is concrete relation between customer satisfaction
and productivity and what are the conditions under which there are trade offs between customer satisfaction and
productivity. Also to investigate the extent to which such trade offs a represent, if present at all. It was found trade
offs exist where increasing productivity might lead to lower levels of satisfaction however the correlation was
much higher for services than for products.
Page 6 of 27
PAUWELS ET. AL (2004)
The study is about understanding the short- and long-term impact of marketing actions, such as, new products,
sales production and firm value on financial metrics, including topline, bottom-line, and stock market performance.
The authors use vector-autoregressive ŵodel to test out ǀaƌious hǇpothesis. The ƌesults ǁeƌe that ďeǇoŶd the
iŵpaĐt of the fiƌŵ͛s earnings and the general investment climate, product introductions have positive and
increasing effects on firm value. In contrast, sales promotions diminish long-term firm value, even though they
have positive effects on revenues and (in the short run) on profits. complaints, so the customers are dissatisfied.
TATA Motors have to improve its customer care and decrease the price of their spare part and make available in all
part of the country.
JAVED ET. AL (2015)
The study is about customer satisfaction and service quality in four wheeler automobile industry. It deals with the
review on customer satisfaction and its effect on automobile industry. Throughout the study, different variables
have been studied such as Customer satisfaction, Service quality and Perceived service. The authors have used
service quality model in order to indicate that the customer satisfaction is most important part of any industry.
Therefore, it is the main responsibility of service industries to improve customer satisfaction and quality of service
which is beneficial to enhance the no. of new customers.
THEORYTICAL FRAME CUSTOMER SATISFACTION
There are many studies about customer satisfaction and the measures of customer satisfaction, and it is termed as
one of the most important factors in the firms’ overall success (Phan, & Nham, 2015), and the ability to attract
more business. Different studies show different elements as the determinant of customer satisfaction, but many
research studies have few components very common.
CUSTOMER SATISFACTION
Factors Tangible Reliability Responsviness Empathy

Assurance
Purchasing
HYPOTHESIS
Null Hypothesis : Impact of Customer Satisfaction does not effect on Company’s sales performance in
automobile industry in Pakistan.
Alternative Hypothesis : Impact of Customer Satisfaction does effect on Company’s sales performance in
automobile industry in Pakistan
Page 7 of 27
DESCRIPTIVE STATISTICS
DATA ANALYSIS
Gender
Cumulative
Frequency Percent Valid Percent Percent
Valid Female 25 17.2 17.2 17.2
Male 120 82.8 82.8 100.0
Total 145 100.0 100.0
Education
Cumulative
Frequency Percent Valid Percent Percent
Valid Bachelor 65 44.8 44.8 44.8
Below Bachelor 1 .7 .7 45.5
M.Phil 16 11.0 11.0 56.6
Master 59 40.7 40.7 97.2
P.hd 4 2.8 2.8 100.0
Total 145 100.0 100.0
Income Level
Valid Cumulative
Frequency Percent Percent Percent
Valid PKR 120,001– PKR 200,000 60 41.4 41.4 41.4
PKR 200,001 or above 41 28.3 28.3 69.7
PKR 80,000 or Below 18 12.4 12.4 82.1
PKR 80,001–PKR 120,000 26 17.9 17.9 100.0
Total 145 100.0 100.0
Page 8 of 27
Factors when purchasing a car .
After conducting the survey where the most impact-full factor is fuel consumption is first one, 2nd is Maintenance
cost, 3rd is resale of a vehicle, 4th is design and quality, 5th is warranty, 6th is suitability, 7th one is price, 8th is Safety
and 9th is Driving.
Customer Assessment based via various indispensable variables
In the above Tangible’s chart the higher value is 3.92 which has come against overall facility (appearance
accessibility,cleanliness ambience, etc) and rest questions have impact as per their value.
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In the above Reliability’s chart the higher value is 3.97 which has come against Recommendations provided for
customer’s vehicle (prior to and after services) and rest questions have impact as per their
value.
In the above Responsiveness’s chart the higher value is 4.13 which has come against Service Staff courteousness
and rest questions have impact as per their values
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In the above Assurance chart the question has most impact which is returning of used parts to customer with
value is 4.15 and rest questions have impact as per their value.
In the above chart the question has most impact on empathy which is Services Staffs understand customer needs
and rest questions have impact as per their value.
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The above chart is an overall total average of all 145 responses according to all independent variables where most
impact-full independent variable is Assurance, 2nd one is Responsiveness, 3rd is empathy 4th is Reliability, 5th one is
Tangibles to effect the dependent variable Service Quality after the sales services.
INFRENTIAL STATISTICS
REGRESSION ANALYSIS
REGRESSION ANALYSIS FOR FACTORS PURCHASING AND CUSTOMER SATISFACTION
Variables Entered/Removeda
Model Variables Entered Variables Removed Method
1 Factors_Purchasingb . Enter
a. Dependent Variable: CS
b. All requested variables entered.
Model Summaryb
Adjusted R Std. Error of the
Model R R Square Square Estimate Durbin-Watson
1 .249a .062 .055 .44349 1.672
a. Predictors: (Constant), Factors_Purchasing

b. Dependent Variable: CS
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Model Summary provides the detail about the characteristics of the model. In the present case. If Factors
Purchasing increase then Customer Satisfaction will increases 0.249 which is significant at 5 % level of significance.
R-Value represents the correlation between the dependent(Customer Satisfaction) and independent
variable(Factors Purchasing) A value greater than 0.4 is taken for further analysis. In this case, the value is .249,
which is not good.
R-square shows the total variation for the dependent variable (Customer Satisfaction) that could be explained by
the independent variable (Factors Purchasing). A value greater than 0.5 shows that the model is effective enough
to determine the relationship. In this case, the value is .062, which is not good.
Adjusted R-square shows the generalization of the results i.e. the variation of the sample results from the
population in multiple regression. It is required to have a difference between R-square and Adjusted R-square
minimum. In this case, the value is .055, which is not far off from .062, so it is good.
Standard Error of Estimate (SEE) The standard error of the estimate is the estimation of the accuracy of any
predictions. It is denoted as SEE. The regression line depreciates the sum of squared deviations of prediction.
Durbin-Watson test, which is used to detect the presence of autocorrelation in the residuals of a
regression and where T value is less than 2, therefore, it shows positive correlation.
ANOVAa
Sum of Mean
Model Squares df Square F Sig.
1 Regression 1.852 1 1.852 9.414 .003b
Residual 28.126 143 .197
Total 29.978 144
b. Predictors: (Constant), Factors_Purchasing
ANOVA determines whether the model is significant enough to determine the outcome and
 P-value/ Sig value: Generally, 95% confidence interval or 5% level of the significance level is chosen
for the study. Thus the p-value should be less than 0.05. In the above table, it is .003. Therefore, the result
is significant.
 F-ratio: It represents an improvement in the prediction of the variable by fitting the model after
considering the inaccuracy present in the model. A value is greater than 1 for F-ratio yield efficient model.
In the above table, the value is 9.41, which is good.
These results estimate that as the p-value of the ANOVA table is below the tolerable significance level, thus there
is a possibility of rejecting the null hypothesis in further analysis.
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Coefficientsa
Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 3.232 .212 15.209 <.001
Factors_Purchasing .193 .063 .249 3.068 .003
If Sig. is < 0.05, the null hypothesis is rejected. If Sig. is > 0.05, then the null hypothesis is not rejected. If a null
hypothesis is rejected, it means there is an impact. However, if a null hypothesis is not rejected, it means there is
no impact and we see the P-Value is 0.003 which is less than 0.05 and null hypothesis is rejected.
REGRESSION ANALYSIS FOR TANGIBLE AND CUSTOMER SATISFACTION
Variables Variables
Model Entered Removed Method
1 Tangible . Enter
Model Summaryb
Adjusted R Std. Error of
Model R R Square Square the Estimate Durbin-Watson
1 .317a .101 .095 .43417 1.747
a. Predictors: (Constant), Tangible

Model Summary provides the detail about the characteristics of the model. In the present case. If Factor Tangible
increase then Customer Satisfaction will increases 0.317 which is significant at 5 % level of significance.
Page 14 of 27
R-value represents the correlation between the dependent(Customer Satisfaction) and independent
variable(Tangible) A value greater than 0.4 is taken for further analysis. In this case, the value is .317, which is not
good.
the independent variable (Tangible). A value greater than 0.5 shows that the model is effective enough to
determine the relationship. In this case, the value is .101, which is not good.
ANOVAa
Sum of Mean
1 Regression 3.021 1 3.021 16.029 <.001b
Residual 26.956 143 .189
Total 29.978 144
b. Predictors: (Constant), Tangible
ANOVA determines whether the model is significant enough to determine the outcome and interpret as
for the study. Thus the p-value should be less than 0.05. In the above table, it is <.003. Therefore, the
result is significant.
Page 15 of 27
Coefficientsa
Standardized
Unstandardized Coefficients Coefficients
1 (Constant) 2.991 .223 13.395 <.001
Tangible .247 .062 .317 4.004 <.001
no impact and we see the P-Value is < 0.001 which is less than 0.05 and null hypothesis is rejected.
REGRESSION ANALYSIS FOR RELIABILITY AND CUSTOMER SATISFACTION
1 Reliability . Enter
Model Summaryb
Adjusted R Std. Error of Durbin-
Model R R Square Square the Estimate Watson
1 .488a .238 .233 .39964 1.503
a. Predictors: (Constant), Reliability

Model Summary provides the detail about the characteristics of the model. In the present case.If Factors Reliability
Page 16 of 27
R - value represents the correlation between the dependent(Customer Satisfaction) and independent
variable(Reliability) A value greater than 0.4 is taken for further analysis. In this case, the value is .488, which is
good.
the independent variable (Reliability). A value greater than 0.5 shows that the model is effective enough to
ANOVAa
Sum of Mean
1 Regression 7.139 1 7.139 44.700 <.001b
Residual 22.839 143 .160
Total 29.978 144
b. Predictors: (Constant), Reliability
Page 17 of 27
Coefficientsa
Standardized
Unstandardized Coefficients Coefficients
1 (Constant) 2.389 .224 10.645 <.001
Reliability .391 .058 .488 6.686 <.001
REGRESSION ANALYSIS FOR RESPONSIVENESS AND CUSTOMER SATISFACTION
1 Responsiveness . Enter
Model Summaryb
Adjusted R Std. Error of
Model R R Square Square the Estimate Durbin-Watson
1 .452a .204 .198 .40849 1.501
a. Predictors: (Constant), Responsiveness

Responsiveness increase then Customer Satisfaction will increases 0.452 which is significant at 5 % level of
significance.
Page 18 of 27
variable(Responsiveness) A value greater than 0.4 is taken for further analysis. In this case, the value is .452, which
is good.
the independent variable (Responsiveness). A value greater than 0.5 shows that the model is effective enough to
ANOVAa
Sum of
Model Squares df Mean Square F Sig.
1 Regression 6.116 1 6.116 36.653 <.001b
Residual 23.862 143 .167
Total 29.978 144
b. Predictors: (Constant), Responsiveness
Page 19 of 27
Coefficientsa
1 (Constant) 2.493 .231 10.811 <.001
Responsiveness .357 .059 .452 6.054 <.001
REGRESSION ANALYSIS FOR ASSURANCE AND CUSTOMER SATISFACTION
Variables
Model Variables Entered Removed Method
1 Assurance . Enter
Model Summaryb
1 .370a .137 .131 .42532 1.510
a. Predictors: (Constant), Assurance
Assurance increase then Customer Satisfaction will increases 0.370 which is significant at 5 % level of significance.
Page 20 of 27
variable(Assurance) A value greater than 0.4 is taken for further analysis. In this case, the value is .370, which is not
good.
the independent variable (Assurance). A value greater than 0.5 shows that the model is effective enough to
ANOVAa
Sum of Mean
1 Regression 4.110 1 4.110 22.718 <.001b
Residual 25.868 143 .181
Total 29.978 144
b. Predictors: (Constant), Assurance
Page 21 of 27
Coefficientsa
1 (Constant) 2.662 .257 10.378 <.001
Assurance .309 .065 .370 4.766 <.001
REGRESSION ANALYSIS FOR EMPATHY AND CUSTOMER SATISFACTION
1 Empathyb . Enter
Model Summaryb
1 .421a .178 .172 .41520 1.634
a. Predictors: (Constant), Empathy
Model Summary provides the detail about the characteristics of the model. In the present case.If Factor Empathy
Page 22 of 27
R - value represents the correlation between the dependent(Customer Satisfaction) and independent
variable(Empathy) A value greater than 0.4 is taken for further analysis. In this case, the value is .421, which is
good.
the independent variable (Empathy). A value greater than 0.5 shows that the model is effective enough to
ANOVAa
Sum of
Model Squares df Mean Square F Sig.
1 Regression 5.326 1 5.326 30.894 <.001b
Residual 24.652 143 .172
Total 29.978 144
b. Predictors: (Constant), Empathy
Page 23 of 27
Coefficientsa
1 (Constant) 2.520 .246 10.250 <.001
Empathy .353 .064 .421 5.558 <.001
CONCLUSSION
After conducting the analysis where we found that there is a key relationship between Customer Satisfaction and
all interdependent variables like Factors-Purchasing, Tangible, Assurance, Empathy, Responsiveness and reliability
and the P-value of all independent variables less than 0.005, therefore, the null hypothesis has been rejected,
which means there is significant impact as show in the below tables where mean is 4.5 out of 10 if any satisfied
customer does recommend to other person and mode is 4 .
Statistics
Assume you have recommended 10 new members then how many will go to likely purchase our products.
N Valid 145
Missing 0
Mean 4.50
Mode 4
Page 24 of 27
Assume you have recommended 10 new members then how many will go to likely purchase our products.
Frequency Percent Valid Percent Cumulative Percent
Valid 0 4 2.8 2.8 2.8
1 7 4.8 4.8 7.6
2 22 15.2 15.2 22.8
3 20 13.8 13.8 36.6
4 23 15.9 15.9 52.4
5 18 12.4 12.4 64.8
6 20 13.8 13.8 78.6
7 14 9.7 9.7 88.3
8 12 8.3 8.3 96.6
9 5 3.4 3.4 100.0
Total 145 100.0 100.0
REFERENCES
 Amonkar, R. 2016. Customer Satisfaction towards after Sales Service. Available:

https://www.ijsr.net/archive/v5i10/ART20162496.pdf. Accessed 2 July 2019.
 Soniya Poudel - Dec-2019, A case study on customer satisfaction on automobile industry
in Nepal.
 Ankur Kumar Rastogi - Nov-2018, A Study of Brand Awareness and Customer
Satisfaction
 Ahmer Muslim -Volume 2, Issue 1, 2020 Exploring The Determinants Of Customer
Satisfaction In Pakistan Automotive Industry.
 Consumer Satisfaction in Automobile Industry Research Methodology Report -2016/
Page 25 of 27
QUESTIONNAIRE
Page 26 of 27
END
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Research Title: Impact of Customer Satisfaction on Company’s Sales

Performance in auto mobile industry in Pakistan

Name: Kamran Rauf

PROBLEM STATEMENT ……………………………………………………………………………………………..…………..3

THEORYTICAL FRAME WORK …………………………………………………….…………………………………...7

INFFRENTIAL STATISTICS (LINEAR REGRESSON)………………………………………………12-24

 To investigate the effect of Factors when purchasing on customer satisfaction.

 Does impact of customer satisfaction on company’s sales performance?

 Are which Factors effecting, when customer is purchasing a car?.

COMPAIRSION LEVEL THEORY

1. The price at which the product was purchased

2. The expectations pertaining to performance

3. The expectations pertaining to features and functionalities of the product

4. The expectations pertaining to quality

VALUE PERCEPT THEORY

Anderson et. Al (1994)

GUPTA AND STEWART (1996)

ANDERSON ET. AL (2001)

JAVED ET. AL (2015)

THEORYTICAL FRAME CUSTOMER SATISFACTION

Factors Tangible Reliability Responsviness Empathy

Valid Female 25 17.2 17.2 17.2

Male 120 82.8 82.8 100.0

Total 145 100.0 100.0

Valid Bachelor 65 44.8 44.8 44.8

Below Bachelor 1 .7 .7 45.5

M.Phil 16 11.0 11.0 56.6

Master 59 40.7 40.7 97.2

P.hd 4 2.8 2.8 100.0

Total 145 100.0 100.0

Valid PKR 120,001– PKR 200,000 60 41.4 41.4 41.4

PKR 200,001 or above 41 28.3 28.3 69.7

PKR 80,000 or Below 18 12.4 12.4 82.1

PKR 80,001–PKR 120,000 26 17.9 17.9 100.0

Total 145 100.0 100.0

Customer Assessment based via various indispensable variables

REGRESSION ANALYSIS FOR FACTORS PURCHASING AND CUSTOMER SATISFACTION

1 .249a .062 .055 .44349 1.672

a. Predictors: (Constant), Factors_Purchasing

1 Regression 1.852 1 1.852 9.414 .003b

Residual 28.126 143 .197

Total 29.978 144

Model B Std. Error Beta t Sig.

1 (Constant) 3.232 .212 15.209 <.001

Factors_Purchasing .193 .063 .249 3.068 .003

REGRESSION ANALYSIS FOR TANGIBLE AND CUSTOMER SATISFACTION

1 .317a .101 .095 .43417 1.747

a. Predictors: (Constant), Tangible

1 Regression 3.021 1 3.021 16.029 <.001b

Residual 26.956 143 .189

Total 29.978 144

is a possibility of rejecting the null hypothesis in further analysis.

Model B Std. Error Beta t Sig.

1 (Constant) 2.991 .223 13.395 <.001

Tangible .247 .062 .317 4.004 <.001

REGRESSION ANALYSIS FOR RELIABILITY AND CUSTOMER SATISFACTION

Model Variables Entered Variables Removed Method

b. All requested variables entered.

1 .488a .238 .233 .39964 1.503

a. Predictors: (Constant), Reliability