A study on Customer Satisfaction regarding sales & services ...

“A PROJECT REPORT ON CUSTOMER SATISFACTION REGARDING SLAES

AND SERVICE OF YAMAHA MOTORS WITH REFERENCE TO AMK MOTORS”

SUBMITTED IN PARTIAL FULFILLMENT OF

THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

By

SHARUN GEORGE ABRAHAM

Reg. no :( 1NZ14MBA56)

Under the guidance of

INTERNAL GUIDE EXTERNAL GUIDE

Mr. RAMESH KUMAR N Mr. AJAY K

Asst. Professor Director (marketing)

New Horizon College of Engineering AMK Motors Pvt. Ltd.

Outer Ring Road, Marathahalli, P.S Tower

Bangalore-560 103 M.C Road, Enathu

Ph.no: +91-9946431620

NEW HORIZON COLLEGE OF ENGINEERING

MARATHAHALLI BANGALORE -560103

BATCH: 2014-16

ACKNOWLEDGEMENT

The writing of this dissertation has been one of the most significant

academic challenges, I have ever had to face. Without the support, patience and

guidance of the following people, this study would not have been completed. It

is to them I owe my deepest gratitude.

First I would like to thank god for his grace and wisdom, which kept me

going, and help me to complete this project successfully.

Secondly I thank the management of New Horizon College of

Engineering, Visvesvaraya Technological University, Belgaum for the

continuous support.

I am grateful to our Principal Dr. Manjunatha for his constant support,

inspiration and suggestion throughout the study. I deem it a great pleasure to

express my esteem gratitude with all respect to Dr. Sheelan Mishra, Head of the

Department, for her interest and kind help in making necessary arrangement to

undertake this study.

Thirdly I would like to express my deep sense of gratitude towards my

guide Mr. Ramesh (Dept. of Management Studies).

I am greatly indebted to Mr. Ajay K (MANAGER), AMK Motors Pvt.

Ltd. who guided me despite his hectic job commitment. His wisdom,

knowledge, and commitment inspired and motivated me to accomplish this

study. Without his initial consideration for me, this project would have been a

failure.

Finally I thank my parents and sister for their continuous encouragement

and valuable support which helped me to accomplish this project.

Sharun George Abraham

TABLE OF CONTENTS

CHAPTER TITLE PAGE NO

1

INTRODUCTION 1

TOPIC CHOSEN FOR STUDY 2

STATEMENT OF PROBLEM 2

NEED FOR THE STUDY 3

OBJECTIVES OF THE STUDY 3

SCOPE OF THE STUDY 3

RESEARCH METHODOLOGY 4

LITERATURE REVIEW 5

LIMITATIONS OF THE STUDY 7

2

INDUSTRY PROFILE 8

COMPANY PROFILE 11

VISION & MISION 13

PRODUCT PROFILE 16

COMPETATOR’S INFORMATION 28

SWOT ANALYSIS 28

3 THEORETICAL BACKGROUND OF THE STUDY 30

4 ANALYSIS AND INTERPRETATION OF DATA 35

5

FINDINGS 53

SUGGESTIONS 55

CONCLUSION 56

LIST OF TABLES

TABLE NO TITLE PAGE NO

4.1 KIND OF TWO-WHEELERS 35

4.2 DUE DATE NOTIFICATION 36

4.3 TIME TAKEN BY STAFF FOR ATTENDING 37

4.4 CLEANLINESS & COMFORT OF RECEPTION 38

4.5 STAFF’S ABILITY TO UNDERSTAND ISSUE 39

4.6 EXPECTATION OF SERVICE BETTERMENT 41

4.7 CONVINENCE IN ALLOTED VEHICLE

DELIVERY TIME 42

4.8 WORKING OF SERVICE STATION ON

SUNDAY 43

4.9 SERVICE/REPAIR CHARGES 44

4.10 AVAILABILITY OF SPARE PARTS 45

4.11 COOPERATIVENESS & POLITENESS OF

STAFF 46

4.12 OVERALL EXPERIENCE 47

4.13 RANK ACCORDING TO SATISFACTION 48

4.14 FEELING ABOUT SERVICE DEPARTMENT 50

4.15 FUTURE VISIT TO SERVICE DEPARTMENT 51

4.16 RECOMENTATION ABOUT SERVICE CENTRE

TO OTHERS 52

LIST OF CHARTS

TABLE NO TITLE PAGE NO

4.1 KIND OF TWO-WHEELERS 35

4.2 DUE DATE NOTIFICATION 36

4.3 TIME TAKEN BY STAFF FOR ATTENDING 37

4.4 CLEANLINESS & COMFORT OF RECEPTION 38

4.5 STAFF’S ABILITY TO UNDERSTAND ISSUE 40

4.6 EXPECTATION OF SERVICE BETTERMENT 41

4.7 CONVINENCE IN ALLOTED VEHICLE

DELIVERY TIME 42

4.8 WORKING OF SERVICE STATION ON

SUNDAY 43

4.9 SERVICE/REPAIR CHARGES 44

4.10 AVAILABILITY OF SPARE PARTS 45

4.11 COOPERATIVENESS & POLITENESS OF

STAFF 46

4.12 OVERALL EXPERIENCE 47

4.13 RANK ACCORDING TO SATISFACTION 49

4.14 FEELING ABOUT SERVICE DEPARTMENT 50

4.15 FUTURE VISIT TO SERVICE DEPARTMENT 51

4.16 RECOMENTATION ABOUT SERVICE

CENTRE TO OTHERS 52

EXECUTIVE SUMMARY

This project work done at AKM Yamaha Motors in order to fulfil the requirement of MBA

from Vishweshariya Technical University. The main objective of the study is to find out the

customer satisfaction regarding sales and services in AMK Motors.

Creating a good relationship with the customers is the big deal of any organisation. The

Yamaha motor is a well known organisation in the two-wheeler manufacturing industry, so

that it is necessary to know about the customer satisfaction about their services and quality of

the product. By considering this aspect, I decided to do my study on this topic. This study

helps the company to obtain relevant data to identify their weaker areas in satisfying the

customers as well as the areas of their strengths and opportunities.

This report contains 5 chapters, 1st chapter as introduction, which includes the need,

objectives and limitations of the study. 2nd

chapter includes the industry and company

profiles, 3rd

chapter contains the theoretical background of the study, 4th includes the analysis

and interpretations and 5th

chapter contains the findings, suggestions and conclusions about

the study.

Area sampling method (probability sampling) is adopted in this study. A required number of

100 respondents were selected as sample size to find out the data. Questionnaire including 18

questions were distributed among them for collection of data. Graphs and tables were used

for analyse and interpretation of collected data.

CHAPTER 1

INTRODUCTION

1

CHAPTER 1

1.1 Introduction Customer satisfaction means a measure of how a product or service provided by a company

meet the expectation level of a customer. Customer is the main person surrounded by which

all the business evolved. The services provided by the provider after the sales of a product

or service are as much important as the sales. Customers give same importance to after sales

service of the products also. A good service after the sales will keep the customer more

loyal towards the company.

This report is a small summary of my 10 week internship conducted as a compulsory part of

the MBA programme. The internship was done within the Yamaha showroom owned by

AMK motors. Since I am interested in automobile industry and especially of bikes, the work

was concentrated on the bikes and the scooters developed by Yamaha in India. This project

includes how Yamaha motors consider its customers and utilize its resources to satisfy and

attract their needs profitably and competitively.

At the initial stage of the internship I formulated a number of goals, which helps to achieve

the objectives:

To analyse whether customers are satisfied with their services.

To understand the overall satisfaction level of the customers.

To identify the customer’s perception about the after sales services.

To understand the main problems faced by the AMK Motors.

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1.2 Topic Chosen for Study:

To study about the “customer satisfaction regarding sales and services of Yamaha bikes.”

1.3 Statement of Problem:

AMK Motors is one of the upcoming Yamaha two wheeler outlets in Pathanamthitta district.

It was started in the year 2013. They are mainly focused to the customers in and around

Pathanamthitta and neighbour districts. It is a newly start up business and thus it has many

limitations in satisfying the customers, mainly in the section of after sales services of the

bikes.

AMK Motors is a newly started outlet and because that there is less customers for the

company.

So management understood the need to carry out a detailed study about usefulness of after

sales services and how it affects the total performance of sales in organisation. So the

company decided to conduct an effective analysis through the management interns. I was

thankful to get this opportunity as part of MBA program and from the organisation

perspective.

“Customer satisfaction regarding sales and services” is the crucial problem statement

throughout in the project.

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1.4 Need For The Study:

Consumer is the person whose needs and wants are satisfied for any payment made by them

for that purpose. The payment could be of cash, goodwill, or time however there's some sort

of payment. A person’s level of feeling that they gets when he/she use or consume a

product or service is satisfaction.

In the words of Peter F. Ducker, the intention of business is to build and then maintain a

satisfied consumer. While accepting an offering of a particular organisation, as a result, the

customer will get a positive or a negative feeling about the value of a product that was

accepted, is the customer satisfaction. If the dissatisfied its customers, then not only these

customers stop consuming the products or services, but society will disapprove the business

and sometimes lead it to the level of its loss.

1.5 Objectives of The Study:

To analyse whether customers are satisfied with their services.

To understand the overall satisfaction level of the customers.

To identify the customer’s perception about the after sales services.

To understand the main problems faced by the AMK Motors.

1.6 Scope of The Study:

The study helps us to recognize customer choices and expected needs from the AMK

Motors.

The study helps me to assist AMK Motors to improve their service standards and also as

a student.

The study was limited only to the customers of Yamaha motor vehicle buyers.

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1.7 Methodology Adopted:

1.7.1 Data collection:

The information or facts is called a data. It includes both numerical figures as well as

descriptive facts. The data collection method consists of two types such as primary type of

data collection and secondary type of data collection.

Primary Data Collection Method

Primary data were directly collected from executives of business and customers. The data

collected from executives was through individual and face to face conversation, and an

ordered questionnaire was prepared to match the objective of the study, including data

relating to sales and services of its products.

The data collected by the researcher for the first is called as primary data. It is collected with

a definite set of objectives to analyse the present level of any study. Primary data is validated

only for a particular period of time.

Methods of primary data collection

Questionnaire method has been used in this study.

Secondary Data Collection Method:

The main purpose of secondary data is to support the primary data. It was collected from

vouchers, annual reports, magazines, books, literature from the organisation and previous

reports, significant etc.

1.7.2 Data collection tool:

Questionnaire:

It is a method by which the pre planned lists of questions were arranged in a series and

printed by the researcher for collecting data.

The questionnaire is considered as the base of the survey. It is distributed among the

respondents and requested to fill it up.

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1.7.3 Sampling

Sampling design:

A sample design refers to the method or the procedure by which the researcher would

adopted in choosing the items for sampling. It is a plan for getting a sample from a particular

population. Sample design should be selected before the data collection procedure.

Sampling procedure:

The process by which the respondents are chosen is called sampling. Basically, there are 2

types of sampling method are there. They are:

Probability sampling methods.

Non-probability sampling methods.

Area sampling method (probability sampling) is adopted for this study. The numbers of

customers were selected according to the required number of samples and not according to

the area sampling method. A sample size of 100 respondents was selected for this study.

1.8 Literature review:

Customer Satisfaction:

Customer satisfaction is a confusing and conceptual idea and the real sign of the condition of

satisfaction will change from person to person and service/ product and product/ service.

The satisfaction level depends on a number of both physical and psychological factors that

inter-relate with behaviour of satisfaction such as recommended rate and benefits. The other

options that the customers have and the competitive products, which the customers can make

comparison with the organization’s product, will also vary the satisfaction level of the

customer.

Care should take in the attempt of quantitative measurement because satisfaction is basically

a psychological statement. The 10 domains of satisfaction includes: Timeliness, value,

quality, efficiency, value, commitment to the customers, inter-departmental teamwork, and

ease of access, frontline service behaviour, innovation and environment.

6

Mr. Vikas Singhal, Mr. BA Abdul Karim, M Edwin Gnanadhas, M Abdul Haneef,

(2006): In his study of automobile Industry sector he has mentioned that the two-wheeler

segment has recorded significant change in the past 4-5 years. The market for motorcycles is

growing and its sale rose by 27 percent annually during the last four years. He pointed out

that while the market for motorcycles is growing that for mopeds and geared scooters is

shrinking. This change in the taste of the consumers is possibly due to the technological

change. Also most of the manufacturers like Hero Honda, Bajaj and TVS had reduced the

prices of their entry level motorcycles in order to capture a bigger share of the market.

SR Mohnot (2002), Mr. Subhadip Roy (2006): In his study of two and three wheelers he

out from the standpoint of means of personal transportation. The two-wheeler has become an

expression of the owners' personality. The (customer in making his choice does evaluate the

product in terms of utility, fuel economy, reliability, maintenance, affordability, performance,

good after-sales service at reasonable cost, availability of spare parts at :economical prices,

looks, safety and comfort and ease of riding for driving. Total sales of two- 'wheeler in first

eight months of 200 1-02 had increased to 2.70 million units from 1.33 million units in the

corresponding period of the preceding year.

S. Mukherjee and Siddhartha (2002): The Study reveals that the two-wheelers in India are

used for variety of work such as carrying loads, visiting people outdoor jobs like buying and

selling. In village areas it helps people to go more commonly to nearby towns for their daily

needs. The two-wheeler has turn out to be a important support for rising production and in

turn the profit, besides helping as a personal mode of transportation.

AS Yasso and Rajmani Singh (2001): He also pointed out that a main part of growth in the

two-wheeler industry has emerged from motor cycles, which are considered as reliable, fuel

efficient and its suitability on bumpy roads. As per his study, TVS-Suzuki, Hero: Honda,

Bajaj dominates the two wheeler scene. The study also says that due to stiff competition from

automobile major Bajaj which is a largest producer of scooters the LML is facing

considerably stiff competition. Lutz (1981): In this study a perspective into consumer

behaviour is motivated by a desire to understand the relationship between attitude and

behaviour

(* M. Sathish ** A. Pughazhendi Volume: 1 | Issue: 3 | December 2011)

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His research paper is aimed mainly to find out the customer’s view headed for the

YAMAHA SZ-X motorbike. The study was conducted in Burdwan, a district town of West

Bengal, India. 100 respondents filled the questionnaire in total. The people were divided on

the, basis of their income group and age. The level of satisfaction of the customers for

Yamaha SZ-X motor bike was measured on the basis of scale (excellent, good, average,

moderate, low, very poor etc.). Results show that consumers are very satisfied after using the

product. Additional results reveal that there is a major relation between the brand name and

the preference of customers. But, it was said that the company should focus on servicing cost

of the bike, spare parts prices and fuel economy of the bike. (Volume 1, No 2 (2012) >

Chakraborty)

1.9 Limitations of The Study:

The study was compressed to the area of Adoor town and the nearby places.

The respondents may be careless while filling the questionnaire.

The response given by the respondents may not be true.

The respondents may not be literate.

CHAPTER 2

INDUSTRY PROFILE

&

COMPANY PROFILE

8

CHAPTER 2

2.1 Industry Profile

2.1.1 History of two-wheeler:

The vehicle industry is one of the leading industries in the world. Since, it is a major profits

and employment generating segment, it grown up to some of the superpower sector in the

world. The automobile sector in India has matured by leap and grows since the beginning of

the era of liberalization. The automobile industry, especially the two-wheeler segment has

grown in a faster rate.

The liberalization has stopped ancient and high-priced practices of licensing and controlled

foreign investment have been done in country. As a result the foreign players entered into the

Indian market. At 50’s, the Enfield and Automobile products in India (API) were largely

dominated the two-wheeler segment. Afterword, from the end of the 50’s Bajaj Auto started

importing Vespa scooters from Piaggio, an Italian company. Since that year the automobile

sector were largely conquered by scooters of API and later on Bajaj conquered the market.

Only few choices of products were available in motorcycle sectors also. So that the

companies like Enfield and Rajdoot placed their domination in the motorcycle sector in

Indian market.

At the beginning of 80’s, Japan companies entered into the market of India. It leads to the tie

up of Indian brands with the Japan companies. Companies like TVS, Suzuki and Hero Honda

are some companies formed in this period of market alteration. But then also the scooter

segment like Bajaj and LML were the leaders in Indian market produces their products at an

instance. Scooters were preferred more because it was considered more as utility friendly and

family vehicle than motorcycles.

The Japan companies combined with Indian companies to manufacture the already existing

products and also they introduced latest technologies. They produced 100cc bikes which were

extremely fuel efficient and with 4 stroke engine for introducing in Indian market. This

comes to a great success in the market because it was affordable for the common people who

do not have sufficient money to buy a car. These bikes are comparatively low in price also.

This segment of bikes wins to conquer the mind of the middle class people and thus it starts

to increase the sales in Indian market. Hero Honda is the company which got the most

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advantage and it leads them to conquer the two-wheeler market and becoming the largest

producer of two wheelers in the world. The 90’s was the era of liberalization and reduction of

restrictive measures. The government came to support the production and all the foreign

direct investment regulations and licensing was abolished. 100% FDI was allowed in the

automobile industry and the excise obligation was also significantly reduced to its current

level of 12% on two wheelers. All these factors pooled with the increasing fuel prices, the

rising dispensable income of households, easy access to finance, etc. have led two wheeler

industries becoming the backbone of the automobile industry in India.

The two-wheeler industry in India come to a foremost portion of the total automobile

produced in India. According to SIAM statistics for the year 2008-2009, it shows that two

wheelers comprise 76.49% of market share among the vehicles produced in India.

The creation share of two wheelers is similar to the market share. The two wheeler industry

includes around 74% of the total automobiles produced in India. The SAIM statistics for the

year 2008-2009 shows that 8,418,626 two wheelers were produced during the year against a

total 11,175479 vehicles produced during the year.

2.1.2 The two-wheeler industry mainly classified to:

2.1.2.1 MOTOR CYCLES

The motorcycles sector grew by 28 % in terms of sales in 1995, which is outstanding

by all standards.

In 1980’s the only offered motorcycles in Indian market were the hand build Rajdoot, Bullet

and Yezdi. This situation changed when Japanese introduced their bikes in Indian market.

The attracting design and better fuel efficiency led them to increase in the market share.

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2.1.2.2 SCOOTERS

In 1994-95 the scooter section grown up for 46-80 percent of two-wheeler industries

crossed the 1 million score. As such the scooter segment has grown by 34-37 percent, which

is one of the section successes of industry.

The most important contribution to the scooter segment is Bajaj Auto with production of

12.72 lakh scooters per annum. The other companies which included in producing scooter are

LML, with a production of 20,000 scooters per annum and Kinetic Honda.

2.1.2.3 MOPEDS

In a new model of two-wheeler was introduced into the Indian market, which is popularly

known as Mopeds. The sector was conquered by Luna, which become nearly a common

name for mopeds and come up to be targeted for lower middle class people of the country

because it was the cheapest existing two-wheeler with highest fuel efficiency offered.

Mopeds are for this smallest portion in the business.

However, with compared to motorcycles and scooters, it is a less grown up segment. Mopeds

are quiet popular in first half of the 1980’s. After that the scooters showed a extraordinary

growth of 65 percent during 1980-85. During 1994 mopeds shows a growth of just 13

percent. Kinetic engineering is one of the leading products of mopeds in India.

A major part of growth on the two wheeler industry has come from Motorcycles, mainly the

Indo-Japanese 100 cc motorcycles which are considered as fuel efficient, appropriate and

effective for rough roads. Scooters are also increasing at a fast stage and are being

increasingly considered as a better choice providing convenience and new style, by urban

customers. In this category, TVS scooty holds a dominant market share. TVS sooty launched

in 1994, with its stylish looks and has definitely spurred the growth of this segment. The two-

wheeler industry has come a long way from a diffident production of 150 units in 1950 to

three million units per year in 1998.

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2.2 Company Profile

Yamaha started is operation on 1985 in India. Afterwards the company came into a joint

venture with. Later in 2001 august this partnership firm was bought by the Yamaha Company

by acquiring the reaming share. After that the company’s full control is in the hands of

Yamaha Motor Company. The firm have more than 2500 staffs are there. The India Yamaha

Motors is completely a customer oriented company and the company has more than 2000

customer touch points with 500 dealers. The company has a large product range. They are;

YZF-R1(998CC),YZF-R1M(998CC),VMAX(1680CC)ANDMT-09(847CC) are the imported

products of Yamaha and others are FZ(153CC),SZ-RR Version 2.0(150cc), scooters ray

z(113cc) and Alpha (113cc), Facino(113cc), FZ-F1(150CC),Fazer-F1(150CC),FZF-

R3(321CC) ETC.

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There are many other Yamaha Motor Group are there in India. They include;

1 Yamaha Motor India Pvt. Ltd. [ YMI ]

YMI Pvt. Ltd is a one of the main subsidiary of Yamaha Motor Company. YMI is working as

a corporate control body of India and regional head office for YMC. YMI is accountable for

quality and compliance Guarantee, business planning and corporate planning of Indian

Yamaha business.

2 Yamaha Motor India Sale Pvt. Ltd. [ YMIS]

YMIS Company is 100% supplementary business for the Yamaha Motor Company. This is

established by YMC. YMIS is organized by YMC for the sales and marketing services to

IYM. IYM is headquartered in Chennai. IYM is supported by YMIS to sell and market the

motor cycle and scooters in India and also outside India.

3 Yamaha Motor Research & Development India Pvt. Ltd. [ YMRI ]

YMRI is also started by YMC. It is a fully contributory of YMC. YMC started YMRI to get

good R&D method and product development service to IYM. YMRI is headquartered in UP.

YMRI is the one of the very important way to reach in developing new products for Indian

Yamaha Motors. It helps in improving the sales in India and Export markets.

IMPORTANCE OF YAMAHA COMPANY

Yamaha is a well-known for the quality, trustworthy and exclusive Brand. They are

completely focusing to the customers interest based on this the company is manufacturing the

Yamaha products. They have good relationship between the customers by giving pioneering

technology, well performance and practical design. Competition level is high in this sector

but Yamaha Company is one of the major competitors for all other two wheelers company.

Another important feature of Yamaha Company is that, they are treating their employees as

one of the big asset. Because of this the company have a brilliant team to get success of the

company. The company is trying to make their employees in international level. To make

them international they are giving good training and education to the employees. Yamaha

company playing an important role to reduce the environment hazards and also they are

following valuable ethics and also they have a major role in protecting environment.

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The Yamaha company development is only because of the customer interest because of the

company’s innovative ideas and the quality to understand what actually the customer need.

Based on the customer need they developed their products. Company is maintaining good

relation with their owners and towards partners.

2.4 Vision & Mission

VISION

The company want to satisfy the customer need and wants without fail. They should always

want to maintain a close relation with the customer. They also want to maintain good brand

image. Yamaha Company should always be a good competitor to the other bikes

manufacturing companies. The sales delivery persons always be a passion to the customers.

MISSION

Yamaha is dedicated to:

Be the elite and reliable brand known for its engineering, manufacturing and marketing of it

product. The Yamaha is not only concentrated on selling it product but it’s also aiming to

create an everlasting relationship with their clients. This is done through increasing

performance, excellence, practical policy and pioneering expertise. They provide their

customer with value addition vehicles and services. They are very keen in satisfying changing

need of their customers.

Form the Winning Group through competences for achieving success. They say that their

staffs vital and the supreme asset of their organisation. So they have provided the chance of

development in their career and providing them with training and development skills with

international standards and professionalism. Yamaha code of conduct take care of both social

and ethical factors related to the business. They also very responsible about the environment

they are working.

Their motto is to growing through innovation and providing value added service to their

customers and earning loyalty of the stakeholders.

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CORE COMPETENCIES

Customer 1st

Their first preference is customer for whatever they do. Their decision making is done

keeping customers attention.

Challenging Spirit

They make every effort for providing best quality in everything they produce do and in the

value of goods & services they provide. They work stiff to attain whatever they promise

&accomplish results faster than that of other rivals in the market and they never give-up the

hope.

Frank & Fair Organization

They are sincere, authentic, open minded, crystal clear & impartial in their businesses. They

enthusiastically pay attention to others and contribute in healthy & straightforward

consultations to achieve the organization's objectives.

Team-work

They have good coordination between their employees who have from different culture. They

work together with mutual respect and team sprite. Each and every employee are working

with the aim to attain the organisational objective.

MANUFACTURING PROCESS

Indian Yamaha Motor’s production is done in two states; they are Surajpur (Uttar Pradesh)

and Faridabad (Haryana).

Both the plants have the ability to manufacture motorcycles, scooters and the spare parts. The

manufacture products are also exported to other country’s from India. they have internal

capability machining, Joining processes as well as concluding processes of Plating and

Painting till all the parts are get tethered and assembled.

They have strict quality checking guidelines that their all the motorcycle and scooters hast to

clear in order to attain the international standards.

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They also care for the environment in which they are working. They have adopted eco-

friendly technologies that won’t harm the environment. The Company also Rain water -

Collecting mechanism, effluent handling plant etc. the company has got ISO-14001

certification early this year. . All their endeavours give them motive to trust that sustainable

enhancement for Yamaha. They consider in taking attention of not only the consumer’s

Motoring requirements but also the desires of upcoming generations to arise.

Corporate philosophy

Their business mission of creating Kando

Yamaha motors always work with the motto to build their distinct by the conceptions of

“superior quality and greater-performance” and “light weight and solidity”. It is clear in their

corporate history that the “people” are the basic element and product development and other

actives are done to achieve the customer hearts. Their objective is to deliver product to

empower all the customers by proposing high speed, better movement and superior potential.

What is Kando?

Kando is a Japanese name for the instantaneous feeling of deep fulfilment and strong pleasure

that people experience when they bump into something of incomparable level.

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2.4 Product Profile:

MOTORCYCLES

Yamaha r15 version 2.0:

Yamaha R15 version 2.0 is the most stylish bike opts by the youngsters.

Specifications:

Cylinder is single

Cubic capacity is 150

It’s a Power stroke vehicle

Its max power is 18ps in 8500 rpm

Maximum generated torque is 14n.m in 7000 rpm

Have 12.5 litres capacity of fuel tank

Outstanding lubrication power

Front and back disk breaks

6-speed return type transmission

Liquid-cooled, SOHC, ,3 –valve

4 – stroke engine

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R15s:

It is the initial type of bike that introduced in R15 series.

Specifications:

Liquid – cooled, SOHC, 4 – stroke engine

148 cubic capacity of displacement

Max power of 12.2kw at 8499 rpm

Max torque of 15n.m at 7500 rpm

12.5 litres of fuel tank capacity

Fuel injection fuel supply system

6-speed constant mesh transmission type

Wet sump lubrication type

Electric start starting method

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Fazer-Fi:

Fazer-Fi is the most stylish bike introduced by Yamaha Motors and it has got a wide acceptance from the

customers from all age groups. The sporty look of this bike is the main attraction to the youngsters and

the affordable price of a sports bike is the other attraction to remaining age groups.

Specifications:

SOHC, 2 –valve, air cooled engine type

148.5 cc displacement

Max output of 9.8 kw at 8000 rpm

Max torque of 12.7 n.m at 6000 rpm

Electric starting method

Wet sump, force-feed lubrication type

Fuel injection type of fuel supply

Wet, multi – disc clutch type

Constant mesh 5-speed transmission

Single cylinder layout

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FZS-Fi:

The naked version of fazer also covered mind blowing attraction from customers especially people aged

below than 30 and the main speciality of this series is the fuel injection (FI) engine. The company’s sales

report shows that a huge sales has done on the black-green version of this bike.

Specifications:



Max power of 9.8kW at 7500 rpm

Max torque of 12.7 N.m at 6500 rpm







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FZ-Fi:

It is another variant of the FZ series. It also contains a fuel injection (FI) engine technology. The new

technologies like sensor to calculate mileage and delivering of fuel to the engine is a unique feature of this

bike. The reduced weight of this bike helps to produce a smooth passing acceleration.

Specifications:











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FZ:

FZ is the first model in FZ series which is introduced in Indian market. The detailed lines and design in its

body helps it to make huge sales in the Indian market.

Specifications:



Max power of 14PS at 7500 rpm


Electric and kick starting method


Carburettor type of fuel supply



Forward-inclined Single cylinder layout

22

SZ-RR Version 2.0:

The new Yamaha SZ RR version 2.0 brings a new dimension to the concept of 'Powerful and Stylish

Commuter'. Powered by Yamaha's unique 'Blue Core' technology ideal, it offers outstanding performance

and 11% more mileage. New colours and graphics add a refreshing dash of style to the city roads. Turn

your everyday commute into an exhilarating experience.

SZ-RR Version 2.0 has been manufactured newly with Yamaha's New Generation Engine Development

Ideal – 'Blue Core' that takes riding enjoyment, fuel efficiency and environmental performance to all-new

levels. Its key features include A new engine that maintains the feeling of power delivery from the original

SZ Series models while greatly improving fuel efficiency (11% improvement vs. 2013 model), Newly

designed tubeless tires, Newly designed instrument panel, an array of other features that make it worthy of

a 149cc class model, like a handlebar holder with the "SZ" logo and shroud fitted to add a more sporty

character.

Specifications:


150 cc displacement

Max power of 12.2PS at 7500 rpm








23

SALUTO Disk Brake:

The saluto were designed as a necessary needed vehicle in the 125cc segment bikes. Its main

focus is for the fuel efficiency and the affordable pricing. Its main target is the customers who

wants a more cc bikes than 100cc bikes with a beautiful styling and who wants a different

model from the existing models in the market.

Specifications:


124 cc displacement








Forward-inclined Single cylinder layout

24

SALUTO:

This model mainly focused for the customers who want a fuel efficient and affordable priced bike. It is

designed as a family use vehicle. It offers maximum comfort to the customers.

Specifications:


125 cc displacement









25

SCOOTERS

FASCINO:

Fascino is the most preferred scooter by ladies audience. The charming look of his scooter is

the main attraction element noticed by the women. It is very comfortable to move through

heavy traffic and sufficient weight for medium healthy women. Light blue colour is the most

delivered scooter i the previous year.

Specifications:








Dry, centrifugal clutch type


26

ALPHA:

Yamaha Alpha is mainly created for the Indian roads. Thie 4-stroke enginr maintain the smoothness of this

vehicle and the reliability of milage upto 55-60 is the other main attraction element of this scooter. Other

features include refined and modern styuling, good storage space, excellent comfort, light weight and

excellent engine performance.

Specifications:










5.2L fuel tank capacity

27

RAY-Z:

Yamaha RAY-Z is the sportiest looking scooter from Yamaha Motors. They build it aiming mainly for the

youngsters. Its aggressive looks and high performance engine attracts youth to buy this scooter hugely in

the previous year.

Specifications:










5L fuel tank capacity

V-belt automatic transmission type

28

2.5 COMPETITOR’S INFORMATION:

The main competing brands of Yamaha Motors are as follows:

Bajaj Auto Ltd.

Hero Moto Corp

TVS Motor

Honda Motor Co. Ltd.

Suzuki

Mahindra

KTM

Royal Enfield Motors Ltd.

2.6 SWOT ANALYSIS OF YAMAHA MOTORS:

Strength

Committed and dedicated staff.

Established market channel.

Power, speed and Acceleration.

Size and scale of parent company.

Higher importance on Research and development.

Effective advertising capability.

High market experience.

The brand is already established.

Weaknesses

Weak product diversity.

Not so much importance on forceful marketing.

Small showroom.

29

Opportunities

1st mover advantage.

Increasing dispensable income.

Expansion of target market.

Global expansion into the Caribbean and Central America.

Growing premium segment.

Threats

Raising raw materials costs.

Cut throat competition.

Increasing rates of interest on financing.

Increasing number of players in the market.

CHAPTER 3

THEORITICAL BACKGROUND

OF THE STUDY

30

CHAPTER 3

3.1 Customer:

One who purchases goods and services manufactured by an organisation is known as a

customer. As customer is the one paying for supply and makes demand for the product,

customers are the end goal of an organisation. In order to attract large number of customer

organisation will advertise their products.

3.2 Customer Satisfaction:

Reilly and Westbrook define Customer satisfaction, as emotional reply in accordance with

the experience or associated with a particular goods or services bought from retail outlets.

Hunt in 1977 said customer satisfaction is the method of examination offered that the

experience of using the product was nice.

Wilton and Tse in 1988 expounded definition of Hunt. They said ‘customer satisfaction is a

process of evaluating the response of consumers and the supposed difference between past

anticipations and the real act of the merchandise as supposed after using it’.

Fulfilment response of the customer is called Satisfaction. It is the judgemental of the

customers on the feature or the product itself that it gives a good level of fulfilment.

Importance of customer satisfaction

Customer oriented and implementation is the modern trading theory so it is important to

analyse the customer satisfaction. The baseline for standardise and excellence working of

organisation is the customer satisfaction. Potential market opportunities are also easily

identifiable with its help, said Evangelos and Yannis in 2010.

In 2000 Zairi said ‘Business depend upon the customers more and the purpose of what the

business do anything is for customers. Businesses should not wish that the customers should

go away, they are not the problems, and if we wish like that it will bring a threat.’

The customer satisfaction is not a new. In early 1980’s some analysts said that that customer

satisfaction is the door into loyalty. Direct association with company profitability, share

31

market price and ROI is another theory that has been found. Oliver said that a customer who

has been satisfied will think many times when shifting to another product. As they have

emotionally attracted towards the product.

Measuring customer satisfaction

Measuring customer satisfaction is the important problem faced by organisation these days.

In 19th

century Lord Kelvin said about this as ‘you cannot understand it if you are not able to

measure’. Now days, organisation consider measuring customer satisfaction is crucial for the

business and thus it is increasing in the recent years.

Hill and Wild said, when customer satisfaction is measured employees of the company feels a

sense of accomplishment and achievement thus it motivates them and increase the

productivity.

Yannis and Evangelos said measuring 7 advantages like

1. Current position of the company against competitors can be identified by measuring

customer satisfaction and future plans can be made accordingly.

2. Potential markets can be identified after measuring customer satisfaction.

3. Measuring customer satisfaction helps to know the behaviour of customers and helps

in evaluating the needs, expectations and wants of the customers.

4. Improves the communication

5. Measuring customer satisfaction helps in evaluating the impact of new changes made

in the business.

6. Customer satisfaction evaluation helps to know the weakness and strength of the

organisation against the rivalry companies.

Determinates of customer satisfaction

Consumer loyalty is a standout amongst the most vital issues regarding business associations

of numerous kinds. Business associations attempt to give good support of the client

furthermore search for the reason that can expand the fulfilment level. As per Hokinson these

elements incorporate agreeable representatives, educated workers, and Helpful

representatives, precision of charging, charging auspiciousness, focused estimating,

administration quality, great worth, charging clarity and brisk administration.

Some of the determinants of the customer satisfaction as mentioned by Zeithaml are

32

Product and service features

Consumer loyalty is essentially impacted by the client's assessment of item or administration

highlights. Accordingly, firms likewise think about regarding fulfilment what components

and traits of their administrations client evaluate most and that organization measures the

view of those elements and general administration fulfilment. In such manner, analysis has

found that typically clients make exchange offs of administration such as, value versus

support quality or kind disposition of work force versus customization.

Consumer emotions

Purchaser feelings assumed a noteworthy part with the item or administrations fulfilment. At

the point when a client in an upbeat snippet of life or positive outlook that affected the

administration experience and feel great. On the other hand when clients going through

terrible state of mind or negative sentiments they may over respond or react adversely

towards the administration. It is regularly seen that helpful feelings had a more grounded

impact than bad one. Particular feelings might likewise be impacted by the utilization

experience itself, affecting devours' fulfilment with the administration.

Customer loyalty and retention

Client reliability and maintenance Customer unwaveringness implies staying with a supplier

who treats him well and provides him great quality in the long haul regardless of the

possibility that the provider does not give the good cost in a specific exchange.

Wirtz and Lovelock said client steadfastness is significantly more than rehash buys. They

won’t purchase items regularly, but rather they improve business top line development.

Steadfast client's proposal to their companion, family and associates demonstrate that

business give the best financial estimation of the item or administration. Additionally,

steadfast client in a roundabout way expand the quantity of new client - at no charge to the

company which then again, build company's' development.

Baker-Prewitt and Sivadas said, 'a definitive target of the consumer loyalty estimation ought

to be client devotion. Really fulfilment cultivates unwaveringness to the degree that is

essential for keeping up a great relative state of mind and for prescribing and repeatedly

purchasing from the provider'.

33

'Just consumer loyalty is insufficient in today's trade point of view rather there must be to a

great degree fulfilled client, since it prompts client reliability. Some creator likewise specifies

that crating client steadfastness is not a decision for organisation, but rather it is the main

method for creating manageable upper hand. Despite the fact that there is no positive

standard to make client reliability yet consider demonstrated these taking after angles may

construct that, first focus on key clients, besides creating abnormal state of consumer loyalty

with each 21 cooperation proactively, thirdly-comprehend client needs and request, then react

to them before the opposition does, fourthly-grow closer ties with clients and last create a

quality observation'. Bonsal and Gupta

Price influence on customer satisfaction

Cost is an extremely well known strategy for customer fulfilment. Client will demonstrate

larger amounts of fulfilment when they show sign of improvement arrangement with respect

to a correlation other than they will when they pay more for relative more awful arrangement.

They thought they paid not exactly the distributed cost for that thing if the client is fulfilled.

As indicated by Zeithaml the clients' utilization of cost as a sign to quality relies on upon a

few variables, they are availability of administrations signals to quality, brand names that

offer confirmation of a company's, level of promoting and the dangers connected with the

administration buy.

Generally when the cost is high, client expects higher quality and better administrations.

Then again, when the cost is too low, client might question about the nature of

administrations. Subsequently, when organization utilize any value advancement strategy, for

example, volume rebates, refunds, favoured client markdown, occasion deals or different

endless promoting offers they ought to be extremely watchful about their item picture and

how client react to their item and administrations.

34

3.3 Steps in Assessing Customer Satisfaction:

Categorise your customers. Like, outside consumers, internal consumers

Suppliers-generally you are a client for them however by considering them a client, and

of the data and access they have to meet their agreements with you, you will pick up

profits in your own particular administrations.

Products should be categorised

Should decide on what kind on need will be fulfilled by the product.

Should decide on what makes you different from others?

Create a consumer co-ordination to comprise:

Encouragement should be given to customers to tell the problems faced by them. From

the beginning itself consumers should be able to understand their rights. They should

know how they can take benefit on any such rights.

They should feel control.

They should know that whom they should contact.

Carefully examine how the clients contact and what boundaries they experience: How

does your phone framework work? What is normal hold up times? How often is a guest

allowed before discovering somebody ready to answer the inquiry? Where are you

workplaces found? Is it accurate to say that they are advantageous for clients to discover?

Is stopping accessible?

Languages of customers, how does the area of reception looks like? How long must

people wait?

Are you using technology properly and how well to improve customer experience?

Is there a web site?

Do you distinguish the traffic of the site?

Does it have fax, address, e-mail information and telephone?

Is there search feature?

Does your site language and customer’s match

CHAPTER 4

ANALYSIS

&

INTERPRETATION

35

CHAPTER 4

TABLE NO 4.1: The table showing the kind of two-wheeler respondent has.

Response No: of customers Percentage

Bike 32 32

Scooter 68 68

Moped 0 0

TOTAL 100 100

Source: Primary Data

Analysis: From the above table, out of 100 respondents, 32 people are using bike, 68 people

are using scooter and none of them are using moped.

GRAPH NO 4.1: The graph showing the kind of two-wheeler respondent has.

Interpretation: Among the 100 respondents 68% of the majority are using scooters and 0%

is using mopeds.

bike scooter moped

Respondents 43 57 0

43

57

0

10

20

30

40

50

60

36

TABLE NO 4.2: The table showing the response of service due date notifications.


Yes 73 73

No 27 27

TOTAL 100 100


Analysis: The table shows that 73 people from 100 respondents are getting notification about

the service due date and 27 people are not getting any notification about the service due date.

GRAPH NO 4.2: Graph showing the response of service due date notifications.

Interpretation: According to the survey, 73% of the people are getting notifications or

intimation from AMK Motors. And 27% of the people are not getting any notifications from

AMK Motors about service due date to get their vehicle serviced.

Yes No

Respondents 73 27

73

27

0

10

20

30

40

50

60

70

80

37

TABLE NO 4.3: Table showing the time taken by the staff for attending.


Excellent (less than 2mins) 10 10

Good (2-5mins) 45 47

Average (5-7mins) 19 19

Bad (above 7-10mins) 22 22

Very Bad (Above10mins) 2 2

TOTAL 100 100


Analysis: The above table shows that 10 respondents were get attended within 2 minutes by

the staff, 45 people were attended in between 2-5 minutes, 19 respondents were attended in

between 5-7 minutes and 22 respondents were attended in between 7-10 minutes and 2

respondents were attended above 10 minutes.

GRAPH NO 4.3: Graph showing the time taken by the staff for attending.

Interpretation: From the survey, it shows that 47% of respondents said that 2-5 minutes are

taken by the staff to attend them and 2% of the respondents said that they were attended by

more than 10 minutes.

Excellent (less than 2mins)

Good (2-5mins)

Average (5-7mins)

Bad (7-10mins)

Very Bad

Respondents 10% 47% 19% 22% 2%

10%

47%

19% 22%

2% 0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

38

TABLE NO 4.4: Table showing response about cleanliness and comfort of

reception.


Excellent 37 37

Good 24 24

Average 24 24

Bad 14 14

Very Bad 1 1

TOTAL 100 100


Analysis: The table shows that 37 respondents think the cleanliness and comfort of reception

and waiting area is excellent, 24 them think that the cleanliness and comfort is good, 24 them

think that comfort and cleanliness is average,14 respondents think that the cleanliness and

comfort is Bad and 1 respondent think that the comfort and cleanliness is very bad.

GRAPH NO 4.4: Graph showing response about cleanliness and comfort of

reception.

Interpretation: From the survey, the graph shows that 37% of the respondents said that the

cleanliness and comport of reception and waiting area is excellent and 1% of them said that

the cleanliness and comfort is very bad.

Excellent Good Average Bad Very Bad

Respondents 37 24 24 14 1

37

24 24

14

1 0

5

10

15

20

25

30

35

40

39

TABLE NO 4.5: Table showing the opinion about staff’s ability to understand

vehicle issues.


Excellent 36 36

Good 38 38

Average 13 13

Bad 10 10

Very Bad 3 3

TORAL 100 100

Sources: Primary Data

Analysis: With reference to the above table it shows that 36 customers responded that the

staff’s ability to understand vehicle issues and answering to the queries excellently, 38 said

that the staff’s ability is good, 13 said Average, 10 said bad and 3 respondents said that the

staff’s ability to understand vehicle issues and answering to the queries is very bad.

40

GRAPH NO 4.5: Graph showing the opinion about staff’s ability to understand

vehicle issues.

Interpretation: From the survey, it shows that 38% of respondents said that good

understanding of the vehicle issue and answers all queries appropriately and 3% of the

respondents said that the understanding of the vehicle’s issue and answers to all queries by

the attended person is very bad.



36 38

13 10

3 0

5

10

15

20

25

30

35

40

41

TABLE NO 4.6: Table showing the expectation of service betterment.


Improvement in service 46 46

Improvement in settlements

& claim

34 34

Improvement in returns 16 16

Others 4 4

TOTAL 100 100


Analysis: From the above table it shows that 46 respondents want better service from AMK

Motors, 34 of them want betterment in settlements and claims, 16 of them wants better return

and 4 of the respondents want betterment in other features.

GRAPH NO 4.6: Graph showing the expectation of service betterment.

Interpretation: From the survey, the graph shows that 46% of respondents expect

better service from AMK Motors and 4% of people expect other features from AMK

Motors in the future.

Better Services Better settlements

& claim Better Returns Others

Respondents 46 34 16 4

46

34

16

4 0

5

10

15

20

25

30

35

40

45

50

42

TABLE NO 4.7: Table showing the response about convenience in allotted vehicle

delivery time.


Very Satisfied 22 22

Satisfied 54 54

Average 11 11

Dissatisfied 11 11

Highly Dissatisfied 2 2

TOTAL 100 100


Analysis: From the above table it shows that 54 respondents said satisfied about the time

allotted for their vehicle delivery, 22 respondents are very satisfied about the delivery time,

11 respondents said average, 11 respondents said dissatisfied and 2 respondents are highly

dissatisfied about the delivery time allotted for them.

GRAPH NO 4.7: Graph showing the response about convenience in allotted vehicle

delivery time.

Interpretation: From the survey it shows that out of 100 respondents, 54% of the people are

very convenient at the time of vehicle delivered as per the allotted time in AMK Motors and

2% of the people are very dissatisfied about the time of vehicle delivered as per the allotted

time in AMK Motors.

Very Satisfied Satisfied Average Dissatisfied Highly

Dissatisfied


22

54

11 11 2 0

10

20

30

40

50

60

43

TABLE NO 4.8: Table showing the opinion about the working of service station

on Sundays.


Yes 85 85

No 15 15

TOTAL 100 100


Analysis: The table shows that 85 respondents wants the service centre to be opened for

Sunday also and 15 respondents don’t want the service centre to be opened for Sunday.

GRAPH NO 4.8: Graph showing the opinion about the working of service station

on Sundays.

Interpretation: From the survey of 100 respondents, 85% of the people said that it is helpful

if the service station is kept open on Sundays and 15% of people said no need for working of

service centre on Sundays.

Yes No

Respondents 85 15

85

15 0

10

20

30

40

50

60

70

80

90

44

TABLE NO 4.9: Table showing the response about the service/repair charges.



Satisfied 29 29

Average 41 41

Dissatisfied 10 10

Very Dissatisfied 1 1

TOTAL 100 100


Analysis: The above table shows that 41 respondents out of 100 said that the service/ repair

charges in AMK Motors is average, 29 respondents said satisfied with the charges, 19

respondents said very satisfied, 10 respondents said dissatisfied and 1 respondent said that the

service/repair charges in AMK Motors is very dissatisfied.

GRAPH NO 4.9: Graph showing the response about the service/repair charges.

Interpretation: From the survey, the graph shows that 41% of the respondents said that the

service/repair charges are fair in AMK Motors and 1% of respondents said that the charges is

very dissatisfied in AMK Motors.

Very Satisfied Satisfied Average Dissatisfied Very

Dissatisfied


19

29

41

10

1 0

5

10

15

20

25

30

35

40

45

45

TABLE NO 4.10: Table showing the experience about the availability of spare

parts.


Excellent 20 20

Good 18 18

Average 27 27

Bad 35 35

Very Bad 0 0

TOTAL 100 100


Analysis: With reference to the above table we can say that 35 respondents out of 100 said

bad experience with the availability of spare parts, 27 respondents have an average

experience, 20 respondents said excellent in availability of spare parts and 18 respondents

given good with the availability of the spare parts.

GRAPH NO 4.10: Graph showing the experience about the availability of spare

parts.

Interpretation: the above graph shows that 35% of the respondents are not satisfied with the

availability of spare parts and 18% of respondents said they are satisfied with the availability

of spare parts in AMK Motors.



20 18

27 35

0 0

5

10

15

20

25

30

35

40

46

TABLE NO 4.11: Table showing the opinion about cooperativeness,

courteousness, and politeness staff.


Excellent 16 16

Good 46 46

Average 29 29

Bad 9 9

Very Bad 0 0

TOTAL 100 100


Analysis: The above table shows that 46 respondents out of 100 are give good with the

cooperativeness, courteousness, and politeness of the staffs, 29 respondents said average, 16

respondents said excellent and 9 respondents are not satisfied with the staff’s behaviour.

GRAPH NO 4.11: Graph showing the opinion about cooperativeness,

courteousness, and politeness staff.

Interpretation: The graph shows that 46% of the respondents are satisfied and 9% of the

respondents are not satisfied with the cooperativeness, courteousness, and politeness of staffs.



16

46

29

9

0 0

5

10

15

20

25

30

35

40

45

50

47

TABLE NO 4.12: Table showing the response about overall experience.


Excellent 23 23

Good 46 46

Average 20 20

Bad 9 9

Very Bad 2 2

TOTAL 100 100


Analysis: With respect to the above table, it shows that 46 out of 100 respondents said

“good” about the overall experience, 23 respondents said excellent, 20 said average, 9 said

poor and 2 said Very bad about the overall experience at AMK Motors.

GRAPH NO 4.12: Graph showing the response about overall experience.

Interpretation: Based on the survey, the above graph shows that 46% of the people feel

good about the overall experience and 2 % of people feel very Bad about overall service

experience at AMK Motors.



23

46

20

9

2 0

5

10

15

20

25

30

35

40

45

50

48

TABLE NO 4.13: Table showing the respondents rank according to their

satisfaction.

Response

No: of customers

Rank 1

Rank 2

Rank3

Rank 4

Rank 5

Total

Information in time

11 33 26 23 7 100

Quick issue of re-

imbursement

30 27 29 10 4 100

Claim & settlement

procedure

14 34 30 13 9 100

Good relationship with

customers

19 32 27 12 10 100


Analysis: From the above table it shows that 11 out of 100 respondents gave rank 1 to

satisfaction at “information in time”, 30 respondents gave rank 1 to satisfact ion at :quick

issue of re-imbursement”, 14 respondents gave rank 1 to “claim & settlement procedure” and

19 respondents gave rank 1 to “good relationship with customers”.

49

GRAPH NO 4.13: Graph showing the respondents rank according to their

satisfaction.

Interpretation: The above graph shows that 33% of the respondents gave rank 1 to

satisfaction in “information in time, 30% of people gave rank 1 to satisfaction in “quick issue

of re-imbursement”, 34% of people ranked 1 to satisfaction in “claim & settlement

procedure” and 32% of the people gave rank 1 to satisfaction in “good relationship with

customers”.

Information in Time Quick issue of re-

imbursement Claim & Settlement

procedure Good relationship

with customers

Rank 1 11 30 14 19

Rank 2 33 27 34 32

Rank 3 26 29 30 27

Rank 4 7 4 9 10

11

30

14

19

33

27

34 32

26

29 30

27

7

4

9 10

0

5

10

15

20

25

30

35

40

50

TABLE NO 4.14: Table showing the feelings of respondents about the service

department of AMK Motors.



Satisfied 38 38

Average 36 36

Dissatisfied 12 12

Highly Dissatisfied 1 1

TOTAL 100 100


Analysis: The above table shows that 38 respondents out of 100 feels satisfied with the

service department of AMK Motors, 36 are average satisfied with the service department, 14

respondents are highly satisfied with the service department and 12 of the respondents are not

satisfied with the service department of AMK Motors.

GRAPH NO 4.14: Graph showing the feelings of respondents about the service

department of AMK Motors.

Interpretation: From the survey, the graph shows that 38% of the respondents are satisfied

with the service department of AMK Motors and 1% of the respondents are highly

dissatisfied with the service department of AMK Motors.

Very Satisfied Satisfied Average Dissatisfied Very

Dissatisfied


13

38 36

12

1 0

5

10

15

20

25

30

35

40

51

TABLE NO 4.15: Table showing the opinion of respondents about the future

visit to the service department.


Yes 92 92

No 8 8

TOTAL 100 100


Analysis: The above table shows that 92 out of 100 respondents said that they will visit to the

service centre in the future and 8 respondents said that they are not interested in visit the

service centre in the future.

GRAPH NO 4.15: Graph showing the opinion of respondents about the future

visit to the service department.

Interpretation: The above graph shows that 92% of the respondents said they will visit the

service department of AMK Motors in the future and 8% of the respondents said that they

will not visit again the service department in the future.

Yes No

Respondents 92 8

92

8 0

10

20

30

40

50

60

70

80

90

100

52

TABLE NO 4.16: Table showing the opinion about the recommendation of

service centre to others.


Yes 87 87

No 13 13

TOTAL 100 100


Analysis: with reference to the above table it shows that 87 respondents said that they will

recommend about this service centre to others and 13 respondents said that they will not

recommend about the service centre of AMK Motors to others.

GRAPH NO 4.16: Graph showing the opinion about the recommendation of

service centre to others.

Interpretation: According to the graph it shows that 87% of the respondents will

recommend this service centre to others and 13% will not recommend this service centre to

others.

Yes No

Respondents 87 13

87

13 0

10

20

30

40

50

60

70

80

90

100

CHAPTER 5

FINDINGS,

SUGGESTIONS

&

CONCLUSION

53

CHAPTER 5

5.1 FINDINGS:

From the study at “AMK Motors” on the customer satisfaction regarding sales and

services, following is the list of findings:

Among the 100 respondents 57% of the majority are using scooters and 0% is

using mopeds.

73% of the people are getting notifications or intimation from AMK Motors.

And 27% of the people are not getting any notifications from AMK Motors about

service due date to get their vehicle serviced.

45% of respondents said that 2-5 minutes are taken by the staff to attend them

and 2% of the respondents said that they were attended after 10 minutes.

37% of the respondents said that the cleanliness and comport of reception and

waiting area is excellent and 1% of them said that the cleanliness and comfort is very

bad.

40% of respondents said that excellent understanding of the vehicle issue and

answers all queries appropriately and 3% of the respondents said that the

understanding of the vehicle’s issue and answers to all queries by the attended person

is very bad.

46% of respondents expect better service from AMK Motors and 4% of people

expect other features from AMK Motors in the future.

54% of the people are very satisfied at the time of vehicle delivered as per the

allotted time in AMK Motors and 2% of the people are highly dissatisfied about the

time of vehicle delivered as per the allotted time in AMK Motors.

85% of the people said that it is helpful if the service station is kept open on

Sundays and 15% of people said no need for working of service centre on Sundays.

41% of the respondents said that the service/repair charges are average in

AMK Motors and 1% of respondents said that the charges are very dissatisfied in

AMK Motors.

35% of the respondents are not satisfied with the availability of spare parts and

18% of respondents said they are satisfied with the availability of spare parts in AMK

Motors.

54

46% of the respondents are satisfied and 9% of the respondents are not

satisfied with the cooperativeness, courteousness, and politeness of staffs.

46% of the people feel good about the overall experience and 2 % of people

feel very bad about overall service experience at AMK Motors.

33% of the respondents gave rank 1 to satisfaction in “information in time,

30% of people gave rank 1 to satisfaction in “quick issue of re-imbursement”, 34% of

people ranked 1 to satisfaction in “claim & settlement procedure” and 32% of the

people gave rank 1 to satisfaction in “good relationship with customers”.

38% of the respondents are satisfied with the service department of AMK

Motors and 1% of the respondents are very dissatisfied with the service department of

AMK Motors.

92% of the respondents said they will visit the service department of AMK

Motors in the future and 8% of the respondents said that they will not visit again the

service department in the future.

87% of the respondents will recommend this service centre to others and 13%

will not recommend this service centre to others.

55

5.2 SUGGESTIONS:

From the overall findings, the following are the suggestions:

Management have to be strict on confirming that the customers are attended

on time.

To make sure that all its customers are satisfied, management has to interface

regularly.

The questions and problems of all the customers should be considered

seriously and has to answer them accurately.

Since, this is the only dealer of Yamaha in the town, the roles and

responsibilities are on AMK Motors to maintain the brand.

Equal importance must be given to both sales and services.

In order to meet customer expectation on time, management has to make sure

that they recruited enough employees in their service department.

Through providing proper services to the customer the business can able to

acquire more customers.

56

5.3 CONCLUSION:

From the study on the topic “customer satisfaction regarding sales and services” in AMK

Motors, I came to the conclusion that AMK Motors has the prime position in Adoor city so

they got a chance for betterment in satisfying their customers.

I believe that management also has a prime role in here by ensuring that all the customers are

treated without any partiality in providing sales and services.

If AMK Motors are successful in implementing the above things, it is sure that they can

achieve the maximum satisfaction from customer and it makes the maximum results.

BIBLIOGRAPHY

1. Anderson, E.E., Fornell, C. and Lehmann, D.R. (1994) Customer Satisfaction, Market

Share and Profitability: Findings from Sweden, Journal of Marketing, 58(3), 53–66.

2. Abdul-Muhmin, A. G. (2005) Instrumental and Interpersonal determinants of relationship

3. Satisfaction and Commitment in Industrial Markets, Journal of Business Research, 58,

619 – 628.

4. Anderson, Eugene W., and Claes Fornell. (1993). "A Customer Satisfaction Research

Prospectus.” In Richard Oliver and Roland Rust (eds.), Frontiers in Services Marketing.

Newbury Park, CA: Sage.

5. Berry, L. L., and Lampo, S. S. (2004). Branding labor-intensive services. Business

Strategy Review, 15(1), 18-25.

WEBLIOGRAPHY

1. www.slideshare.net

2. www.yamaha-motors-india.com

3. www.academia.edu

4. www.business.mapsofindia.com

http://www.slideshare.net/

http://www.yamaha-motors-india.com/

http://www.academia.edu/

http://www.business.mapsofindia.com/

ANNEXURE

Name of the respondent: ......................................................................................................

Age of the respondent: .........................................................................................................

Sex: Male female

1. What kind of two-wheeler do you have?

Bike Scooter Moped

2. Did you receive any notification through calls or SMS for the service due

date?

Yes No

3. How much time it take by someone from the staff to attend while you entered?

Excellent (2mins) Good (2-5mins)

Average (5-7mins) Bad (above 7-10mins)

Very Bad (above 10mins)

4. How do you rate comfort and cleanliness of customer waiting area and

reception?

Excellent Good

Average Bad

Very Bad

5. How do you rate the person who attended for the service with his

understanding and answering of your queries?

Excellent Good

Average Bad

Very Bad

6. What type of service improvement do you expected from AMK Motors in

future?

Improvement in Service

Improvement in Settlements & Claims

Improvement in Return

Others (specify) .............................................

7. How satisfied are you with the service delivery time allotted by the

showroom?

Very Satisfied Satisfied

Average Dissatisfied

Highly Dissatisfied

8. Are you convenient if service station is working on Sundays?

Yes No

9. Are you satisfied with the repair charges/service charges of AMK Motors?



Highly Dissatisfied

10. How do you rate the availability of spare parts in AMK Motors?

Excellent Good

Average Bad

Very Bad

11. What is your opinion about the courteous, politeness and co-operative of the

staffs?

Excellent Good

Average Bad

Very Bad

12. How do you rate your overall experience in services of AMK Motors?

Excellent Good

Average Bad

Very Bad

13. With references to your satisfaction how do you rank the services given

below?

Information in time

Quick issue of re-imbursement

Claim & settlement procedure

Good relationship with customers

14. How do you rate the service department of AMK Motors?



Highly Dissatisfied

15. Will you visit this service centre again based on your overall experience?

Yes No

16. Would you recommend about this service centre to your friends and relatives?

Yes No

17. Give your valuable suggestions if any.

_____________________________________________________________________

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A study on Customer Satisfaction regarding sales & services ...

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