Honda Final.docx

Chapter One:Introduction

1

1.1 INTRODUCTION Marketing research has more significance in the present scenario. Marketing research interrelated research and management. Marketing research is the function which links the consumer, customer and public to the marketer through information. Information used to identify and define marketing opportunities and problems. Generate, refine and evaluate marketing action, monitor marketing performance and improve understanding marketing as a process.

Concept of Service Marketing Service is defined as an action of organizations that maintains and improves the well being and functions of people.

Features of Marketing Services  Intangibility: Services are intangible in nature and as such complicate the decision makers while performing and displaying. While selling or promoting services we need to concentrate on benefits and satisfaction which a buyer can derive after buying.  Perish Ability: The services can’t be stored or ownership is not affected in the process of selling the services.

2

 Simultaneity: Services can’t be delivered to customers or users. It doesn’t move through channels of distribution. For availing services it is essential that the users are brought to providers or the providers go to the users. In this globalized world, service plays a major role to attract customers. The above features shows that it is quite difficult to measure the satisfaction derived from the services provided. But it is very important to measure these satisfaction levels.

3

1.2THEORITICAL FRAMEWORK ON CUSTOMER SATISFACTION

Marketing is a societal process by which individual and groups obtain what they need and want through creating, offering and freely exchanging products services of value with others. Needs describe basic human requirements. These needs become wants when they are directed to specific objectives that might satisfy the needs. Understanding customer needs and wants is not always simple. Some customers have needs of which they are not fully conscious or they cannot articulate these needs. Thus these needs can be classified as Needs

Stated needs

Real needs

Unsatisfied needs

Delight needs

Secret needs

People satisfy their needs and wants with products. The product or offering will be successful if it delivers value and satisfaction to the target buyer and the buyer chooses between different offerings on the basis on which is perceived to deliver the most value. Value can be defined as the ratio between what the customer gets and what he gives. The customer gets benefits and assumes costs. The benefits include functional benefits and emotional benefits the costs include monitory costs, time costs, energy costs and psychic costs. Thus today’s customers face a vast array of product and brand choices, prices and suppliers. They are value-maxi misers, within the bounds of search cost and limited knowledge, mobility and act on it. Whether or not the offer lines 4

up to the value expectation affects both satisfaction and repurchase profitability. Satisfied customers occur when you provide them with what you promised or they expected. That is if the performance matches the expectations, the customer is satisfied.

Satisfied customers:

What you provide

Is equal to

 Stays loyal longer

What you promised or what they expected

 Buys more as the company introduces new products and upgrade existing products.  Talks favourably about the company and its products and advertising and is less sensitive to price.  Cost less to serve than new customers because transactions are routinised.

Dissatisfied customers occurs when What you provide

Is less than

What you promised or what they expected

If performance falls short of expectations the customer is dissatisfied. Dissatisfied customers:  Stop purchasing or start looking for an alternative supplier.  Talk’s unfavourably about the company. 5

 Pays more attention or go in search of competing brands.  Generally don’t come back. Delighted customers occur when what is provided is more than what is promised or expected What you provide

What you promised or what they expected

Is more than

Delighted customers  Stay loyal to business for life.  Talks more favourably about their delightful experience.  Doesn’t go in search for new alternatives.

6

Chapter Two:Industry And Organizational Profile

7

2.1 Industry Profile:India is the second largest producer of two-wheelers in the world. In the last few years, the Indian two-wheeler industry has seen spectacular growth. The country stands next to China and Japan in terms of production and sales respectively. Majority of Indians, especially the youngsters prefer motorbikes rather than cars. Capturing a large share in the two-wheeler industry, bikes and scooters cover a major segment. Bikes are considered to be the favorite among the youth generation, as they help in easy commutation.

Two-Wheelers Segment in India: 1.Motorcycles. 2.Scooters. 3.Mopeds.

Large variety of two wheelers are available in the market, known for their latest technology and enhanced mileage. Indian bikes, scooters and mopeds represent style and class for both men and women in India. Two-wheelers are the most popular and highly sought out medium of transport in India.

The trend of owning two-wheelers is due to its:1.Economical price 2.Safety 3.Fuel-efficient 4.Comfort level

8

However, few Indian bike enthusiasts prefer high performance imported bikes. Some of the most popular high-speed bikes are Suzuki Hayabusa, Kawasaki Ninja, Suzuki Zeus, Hero Honda Karizma, Bajaj Pulsar and Honda Unicorn. These super bikes are specially designed for those who have a zeal for speedy drive. The two-wheeler industry in India has grown rapidly in the country since the announcement of the process of liberalization in 1991 by the then finance minister Dr. Manmohan Singh In the period 2006 - 07 the total number of the two wheelers and three wheelers produced in India, were around 9 million. The sales pertaining to two wheelers in the period 2006 - 07 was 7,857,548, which was a growth of 11.41 %. In the same period the motorcycle exports from India was 321,321 units. Previously, there were only a handful of two-wheeler models available in the country. Currently, India is the second largest producer of two-wheelers in the world. It stands next only to China and Japan in terms of the number of twowheelers produced and the sales of two-wheelers respectively. In the year 2005-2006, the annual production of two-wheelers in India stood at around 7600801 units. The trend of owning two-wheelers is due to a variety of facts peculiar to India. One of the chief factors is poor public transport in many parts of India. Additionally, two-wheelers offer a great deal of convenience and mobility for the Indian family. Bajaj auto began trading in imported Vespa Scooters in 1948. Meanwhile Automobile Products of India (API) commenced production of scooters in the 9

country in the early 50's. Until 1958, API and Enfield were the only producers of two-wheelers in India. However, Bajaj signed a technical collaboration in 1960 with Piaggio of Italy to produce Bajaj Scooters. This deal expired in 1971. The condition of motorcycle manufacturers was no different. Until the mid 80's, there were only three major motorcycle manufacturers in India namely Rajdoot, Escorts, and Enfield. The two-wheeler market was opened to foreign manufacturers in the mid 80's. The industry, which had seen a smooth ride before, faced fierce foreign competition. Motorcycle companies like the Yamaha, Honda, and Kawasaki, set up shop in India in collaboration with various Indian two-wheeler companies. Companies like Escorts, Rajdoot and faced immense competition from smaller 100 cc Japanese technology motorbikes. Bikes manufactured by Hero Honda, the only company manufacturing four-stroke bikes at that time, gained massive popularity. In the mid 80's, Kinetic introduced a variomatic gearless scooter in collaboration with Honda. This scooter became instantly popular with the younger generation, especially people who found it difficult to use geared scooters. The introduction of scooterettes created another segment for people such as women and teenagers who could not get used to driving either motorcycles or gearless scooters. Many companies such as Kinetc, TVS, and Hero also started manufacturing mopeds that proved immensely popular with people who wanted a simple riding machine.

10

The change in the government's policy owning to pollution control norms and the Kyoto agreement saw the phasing out of two stroke two-wheelers from production. Currently there are around 10 two-wheeler manufacturers in the country, they being Bajaj, Hero, Hero Honda, Honda, Indus, Kinetic, Royal Enfield, Suzuki, TVS, and Yamaha. The latest trend in the two-wheeler market is the introduction of electrically operated vehicles from a range of manufacturers such as Indus and Hero. These can be recharged from convenient household electrical points. The only disadvantage is speed, which is restricted to around 25 miles per hour. Currently, the motorcycle market is witnessing a demand for higher volume engines. Previously, the 100 c bikes were very popular owning to the high fuel efficiency offered. However, the market is maturing fast. Sensing this movement, Bajaj has introduced the Bajaj Pulsar, with 150, 180 and 200cc engines with Dual Twin Spark Ignition (DTSi) technology.

Demand Drivers The demand for two-wheelers has been influenced by a number of factors over the past five years. The key demand drivers for the growth of the two-wheeler industry are as follows:  Inadequate public transportation system, especially in the semi-urban and rural areas  Increased availability of cheap consumer financing in the past 3-4 years  Increasing availability of fuel-efficient and low-maintenance models  Increasing urbanization, which creates a need for personal transportation  Changes in the demographic profile 11

 Difference between two-wheeler and passenger car prices, which makes two-wheelers the entry level vehicle  Steady increase in per capita income over the past five years  The present generation is using more two wheelers MAJOR PLAYERS IN THE TWO WHEELER SECTOR 

Honda



Hero Honda



Bajaj Auto



TVS Motors



Yamaha



Suzuki



Kinetic



RoyalEnfield

12

2.2 COMPANY PROFILE Honda Motor Co., Ltd. operates under the basic principles of "Respect for the Individual" and "The Three Joys" — commonly expressed as The Joy of Buying, The Joy of Selling and The Joy of Creating. "Respect for the Individual" reflects their desire to respect the unique character and ability of each individual person, trusting each other as equal partners in order to do our best in every situation. Based on this, "The Three Joys" expresses their belief and desire that each person working in, or coming into contact with their company, directly or through or products, should share a sense of joy through that experience. In line with these basic principles, since its establishment in 1948, Honda has remained on the leading edge by creating new value and providing products of the highest quality at a reasonable price, for worldwide customer satisfaction. In addition, the Company has conducted its activities with a commitment to protecting the environment and enhancing safety in a mobile society. The Company has grown to become the world's largest motorcycle manufacturer and one of the leading automakers. With a global network of 501* subsidiaries and affiliates accounted for under the equity method, Honda develops, manufactures and markets a wide variety of products, ranging from small general-purpose engines and scooters to specialty sports cars, to earn the Company an outstanding reputation from customers worldwide.

13

Honda Philosophy Basic Principles: Respect for the individual. The Three Joys (buying, selling and creating) Company Principle: Maintaining a global viewpoint, we are dedicated to supplying products of the highest quality, yet at a reasonable price for worldwide customer satisfaction. Management Policies:  Proceed always with ambition and youthfulness.  Respect sound theory, develop fresh ideas, and make the most effective use of time.  Enjoy work and encourage open communication.  Strive constantly for a harmonious flow of work.  Be ever mindful of the value of research and endeavor. Dreams inspire them to create innovative products that enhance mobility and benefit society. To meet the particular needs of customers in different regions around the world, they base their sales networks, research and development centers and manufacturing facilities in each region. Furthermore, as a socially responsible corporate citizen, they strive to address important environmental and safety issues.

14

Research and Development Each and every Honda associate takes the customer’s point of view as they strive to help everyone everywhere share the joy of mobility. That’s why Honda always welcomes new challenges as they work to benefit society and the environment, today and tomorrow. New challenges for the future. Honda is constantly involved in technological research and development to help people now and in the future. These technologies range from new materials and new sources of energy, to new power trains for maximum performance and minimum eco-impact, to new work in decoding the rice genome for various applications. Currently, Honda is engaged in a project to develop a next-generation clean diesel engine. Another project, in cooperation with the Research Institute for Innovative Technology for the Earth (RITE), aims to produce ethanol from cellulosic biomass, a promising, secure supply of environmentally responsible alternative fuel. Honda also studies human anatomy and physiology so that they can make innovative products that enhance safety. The company conducts original research into new forms of mobility that coexist in harmony with people and serve society. The latest, most advanced version of ASIMO, Honda’s bipedal humanoid robot, now moves freely, shares tasks with humans, and even recharges itself -- a significant achievement in independent action. Since its establishment, Honda has always “dreamed skyward.” This perspective recently led to development of the advanced light jet Honda Jet. With delivery scheduled to start in 2010, Honda has begun construction of its production facility in the U.S. Thus, Honda always aims higher -- creating 15

value that meets each country’s needs, bringing products speedily to market, and constantly enhancing their safety and environmental performance.

Manufacturing and Distribution Quality, and nothing but quality, is essential to winning and enhancing customer trust. What supports Honda quality? They depend on the passionate dedication of Honda associates to serve customers with Honda quality. They speak the universal language of quality to earn the trust of customers in every country, and challenge themselves to always make products that surpass their great expectations. Strengthening craftsmanship globally Honda began manufacturing motorcycles in Belgium in 1963. In 1982, Honda became the first Japanese automaker to produce passenger cars (the Accord) in the U.S. Since then, Honda has established independent local operations around the world for research, development, marketing, and production. Through the introduction of Honda’s flexible manufacturing system, Honda continues reducing the time and resources necessary to launch new models into production and improving the efficiency of manufacturing operations that meet regional needs. Moreover, the grouping of production processes into cohesive units has improved the working environment, raised product quality, and further accelerated production. By 2010, new Japanese and international auto production facilities will begin operation, and they will concentrate motorcycle production in Japan as a worldwide source of innovation. Construction of a new engine factory and automobile plant in Japan is progressing steadily, together with improved 16

production capability for building automatic trans-missions (AT). These developments reflect the strength of far-reaching production advancements. Sales and Service By creating products and services that highlight the core values that make Honda unique, they would like to provide their customers with joy and excitement beyond their expectations. Accordingly, the Honda brand stays a step ahead of the diverse needs of their customers, always offering new possibilities for richer, more rewarding lifestyles. In this way, Honda products enhance customers' enjoyment of life. Expanding customer satisfaction activities “Next time, too… a Honda.” The ultimate goal of their sales activities worldwide is to satisfy our customers so that they will continue to come back for more Honda quality products. To ensure this, they have implemented a vigorous Customer Satisfaction (CS) program covering all of their sales companies. This program aims to enhance customer satisfaction by strengthening their attention to detail in product and service activities through all stages of sales, delivery, and after-sales service. In March 2006, all sales channels in Japan were merged under the name of Honda Cars, providing all Honda automotive brands through a single sales network that is easier for customers to understand. They will continue to strengthen sales and services targeted to regional needs and tailored to customers in each region, with an extensive product lineup backed by IT support. Thus, they can continue to enrich their customers’ lifestyles as only Honda can. 17

2.3 DEALER PROFILE:Sachi Company entered in the Business of Automobile Sector in June 2001 by opening the exclusive dealership of Honda Motor Cycle and Scooter India Pvt Ltd. (HMSI) for the District of Nasik. Adding to their achievement they got another Dealership of Honda Two Wheelers in Sinnar in 2011. This Dealership captured good market share.. Sachi Honda has its dealership of Honda Motor vehicles at: 1. Nashik 2. Sinnar 3. Nashik Road 4. Girnare(Gangapur)

Customer Satisfaction at EVM Honda 1. Special customer vehicles to be assigned to be assigned to a separate group in the workshop. This will enhance customer relationship building. 2. Service advisors, supervisors and technical advisors mapping and training. 3. Linkage of service advisor with the customers – each customer shall have specific advisor for better understanding of customer needs. 4. Retention of quality manpower through motivation, adequate salary package and good working conditions. 5. Service advisor meet once in a month, in each city. 6. Formation of quality circle.

18

7. Repeat job in an area of concern. Computer software for capturing repeat job based on demanded repairs by the customers implemented at dealer workshop. 8. Fairness of fees in an area of concern. Service advisors shall explain to the customers the charges for the job. 9. Follow up to be done by workshop staff with special customers. 10.During post service follow up customer shall be asked to rate over all satisfaction with the workshop on Excellent, Very good, Good, Fair, Poor scale.

Survey covers performance of the workshop on following factors: 1. Service Initiation 2. Service advisor 3. In Service Experience 4. Service delivery 5. Service quality 6. Vehicle Performance

19

Chapter Three:Research Methodology

20

Project Title:A STUDY OF CUSTOMER SATISFACTION TOWARDS SELECTED HONDA MOTORBIKES AT THE DEALER SACHI HONDA NASHIK

Objectives of the Study  To study motorbike market with respect to Sachi Honda Nashik.  To study the problems faced by the customers.  To study the major factors influencing customer satisfaction  To study the after sales service with reference to customers at Sachi Honda

LIMITATIONS:  The findings and observations are based on the answers given by the respondents and thus it is subject to personal bias  Change in trends and attitudes can influence customer’s preferences.

RESEARCH METHODOLOGY: Sample Design: Sample Universe

Honda bike owners in Nashik

Sample Frame

Sachi Honda Customers

Sample Method

Systematic Sampling

Sample Size

100

21

Research Design: Descriptive Research Design: As the name implies, descriptive research methods are used when the researcher wants to describe specific behavior as it occurs in the environment. There are a variety of descriptive research methods available, and once again, the nature of the question that needs to be answered drives which method is used. Traditionally, descriptive research involves three main categories: observation, case studies, and surveys. Contact Method: Personal Interview Research Instrument: Structured Questionnaire Scope of the Study In this project work an attempt is made to study the level of customer satisfaction at Sachi Honda. The study aims at finding the satisfaction experienced by the customers and suggest steps for improving the loyalty of customers towards the Sachi Honda. Data Collection: The data collected constitutes both primary and secondary. Primary Data Primary data are collected by making direct interview with the authorities, officials & observation and also by distributing questionnaires to the population.

22

Secondary Data Secondary data are collected from various records kept in departments, company manuals, magazines & websites. Survey method was adopted to get the primary data and the questionnaire was designed as an instrument of survey method. The total sample size is 100 which were collected from the Sachi Honda customers

SOURCES OF SECONDARY DATA 

Websites of company and other search engines.



Various books on research, marketing and retail management.



Various magazines, articles and reports on automobile industry.

TOOLS AND TECHNIQUES OF DATA COLLECTION Questionnaire was designed as a main instrument to conduct survey. A questionnaire consists of a set of questions presented to respondents for their answers. The questions in this survey questionnaire involve the both open end and close ended questions, which are sufficient enough to analyze the customer satisfaction level.

23

Chapter Four:Analysis And Interpretation

24

Table 1 Table showing the type of HONDA bikes own by the respondents Type of bike

No.of respondents

Percentage

Unicorn

32

32

Shine

24

24

Twister

10

10

Stunner

18

18

Dazzler

6

6

Others

12

12

Total

100

100

Chart 1 Chart showing the type of HONDA bikes own by the respondents showing the type of HONDA bikes own by the respondents

Honda Bikes 35 30 25 20 15 10 5 0 unicorn

shine

twister

stunner

dazzler

other

Interpretation:-Table denotes that majority of the respondents are using the HONDA”s Unicorn bike.32% of the respondents are using the Unicorn bike.24% of the respondents are using Honda’s shine bike 25

Table 2 Table showing the ranking given by respondent for choosing HONDA Factors Price Brand name Safety Style Performance Total

No. of respondents 20 6 8 4 62 100

Percentage 20 6 8 4 62 100

Chart 2 Chart showing the rankings given by respondent for choosing HONDA

Percentage 70 60 50 40 Percentage 30

20 10 0 Price

Brand name

Safety

Style

Performance

Interpretation:-Table denotes that majority of the respondents rated HONDA’s performance as the main reason for buying Honda’s bike.

26

Table 3 No of problems experienced in vehicle Attributes

No: of respondents

Percentage

None

13

13

One

37

37

Two

20

20

Three

18

18

More Than Three

12

12

Total

100

100

Chart 3

Problems Experienced 40 30 20 Series 1

10 0 None

One

Two

Series 1 Three

Four

The above diagram shows the no of problems experienced in vehicle by the customer once was rated 37%, twice by 20%, thrice by 18%, more than three by 12% and none by 13%. 27

Table 4: No of times customer has returned for the same problem Attributes

No: of respondents

Percentage

None

28

28

One

33

33

Two

30

30

Three

3

3

More Than Four

5

5

Total

100

100

Chart 4

Same Problem 40 30 20 Series 1

10 0 None

One

Two

Series 1 Three

Four

The above diagram shows that the no of times customer has returned for the same problem to the workshop once was rated 33%, twice by 30% and 28% are completely satisfied with the service and they had not returned to the workshop with the same problem. 28

Table 5 Ease of obtaining appointment for service

Attributes

No: of respondents

Percentage

Very Good

8

8

Good

48

48

Nether Good nor Poor

17

17

Poor

23

23

Very Poor

3

3

Total

100

100

Chart 5

Service 50 45 40 35 30 25 20 15 10 5 0

Service

Very Good

Good

Nether Good nor Poor

Poor

Very Poor

8% of the respondents feel that ease of obtaining appointment for service was very good, 48% good, 17% feel neither good nor poor,23% feel poor and 3% very poor.

29

Table 6 Promptness of front man in opening of job card

Attributes

No: of respondents

Percentage

Very Good

5

5

Good

45

45

Nether Good nor Poor

22

22

Poor

25

25

Very Poor

3

3

Total

100

100

Chart 6

Promptness 45 40 35 30 25 20 15 10 5 0

Promptness

Very Good

Good

Nether Good nor Poor

Poor

Very Poor

Promptness of front man in opening of job card is good in view of 45% of respondents, poor by 25%, neither good nor bad by 22%, very good by 5% and very poor by 3%. 30

Table 7: Helpfulness in listening to servicing needs

Attributes

No: of respondents

Percentage

Very Good

2

2

Good

50

50

Nether Good nor Poor

28

28

Poor

15

15

Very Poor

5

5

Total

100

100

Chart 7

Helpfulness 50 45 40 35 30 25 20 15 10 5 0

Helpfulness

Very Good

Good

Nether Good nor Poor

Poor

Very Poor

Out of 100 respondents 50% feel that helpfulness in listening to servicing needs by the employees are good, 28% rated neither good nor poor , 5% very poor, 15% poor and 2% very good 31

Table 8:Undertaking of specific problems of your vehicle

Attributes

No: of respondents

Percentage

Very Good

20

20

Good

38

38

Nether Good nor Poor

35

35

Poor

5

5

Very Poor

2

2

Total

100

100

Chart 8:-

Series 1 40

30 20 Series 1

10 0 Excellent

Very Good

Good

Series 1

Fair

Poor

38% of the respondents feel that the service advisor was able to detect the problem with the vehicle and rated good, 35% fair, 5% poor, 20% very good and 2% very poor. 32

Table 9: Courtesy in servicing you

Attributes

No: of respondents

Percentage

Very Good

5

5

Good

58

58

Nether Good nor Poor

12

12

Poor

18

18

Very Poor

7

7

Total

100

100

Chart 9:

7 Very Poor

Courtesy

5 Very Good

18 Poor Very Good Good 58 Good

12 Neutral

Nether Good nor Poor Poor Very Poor

Courtesy in servicing is good in view of 58% of respondents, fair by 12%, poor by 18%, very good by 5% and 7% rated very poor. 33

Table 10: Prior explanation of job to be carried out and cost estimate

Attributes

No: of respondents

Percentage

Very Good

2

2

Good

45

45

Nether Good nor Poor

22

22

Poor

28

28

Very Poor

3

3

Total

100

100

Cost Estimate 50 45 40 35 30 25 Cost Estimate

20

15 10 5 0 Very Good

Good

Nether Good nor Poor

Poor

Very Poor

45% of the respondents rated well for the prior explanation given by the service advisor at the time of receipt of vehicle were good, fair by 22% poor by 28% while 3% rated very poor. 34

Table 11: Availability of parts to serve your vehicle

Attributes

No: of respondents

Percentage

Highly Satisfied

32

32

Satisfied

43

43

NS/N D.S

8

8

Dissatisfied

10

10

Highly Dissatisfied

7

7

Total

100

100

Chart 11:

Availability of Parts 50 45 40 35 30 25 Availability of Parts

20 15 10 5 0 Highly Satisfied

Satisfied

NS/N D.S

Dissatisfied

Highly Dissatisfied

Out of 60 respondents 43% of them feel satisfied with the availabity of parts, 8% neither satisfied nor dissatisfied 32% highly satisfied and 10% dissatisfied while 7% feel highly dissatisfied. 35

Table 12: Appearance of service area

Attributes

No: of respondents

Percentage

Highly Satisfied

17

17

Satisfied

47

47

NS/N D.S

25

25

Dissatisfied

12

12

Highly Dissatisfied

0

0

Total

100

100

Chart 12:

Service Appearance 50 45 40 35 30 25 Service Appearance

20 15 10 5 0 Highly Satisfied

Satisfied

NS/N D.S

Dissatisfied

Highly Dissatisfied

Appearance of the service area was felt satisfied by 47% of the respondents, 25% neutral, highly satisfied 17%, and 12% dissatisfied and none of them felt poor. 36

Table 13 Appearance of customer lounge

Attributes

No: of respondents

Percentage

Highly Satisfied

15

15

Satisfied

42

42

NS/N D.S

25

25

Dissatisfied

18

18

Highly Dissatisfied

0

0

Total

100

100

Chart 13:

Appearance of customer lounge 45 40 35 30 25 20

Appearance of customer lounge

15 10 5 0 Highly Satisfied

Satisfied

NS/N D.S Dissatisfied

Highly Dissatisfied

Appearance of the customer lounge was felt satisfied by 42% of the respondents, 25% neutral, highly satisfied 15%, and 18% dissatisfied and none of them felt poor.

37

Table 14: Reasonable time taken for service

Attributes

No: of respondents

Percentage

Highly Satisfied

8

8

Satisfied

53

53

NS/N D.S

18

18

Dissatisfied

15

15

Highly Dissatisfied

5

5

Total

100

100

Chart 14:

Time Taken for service 60 50

40 30 Time Taken for service 20 10 0 Highly Satisfied

Satisfied

NS/N D.S

Dissatisfied

Highly Dissatisfied

Out of 100 respondents 53% felt satisfied for reasonable time taken for service, 18% neutral, 8% higly satisfies, 15% dissatisfied and 5% felt highly dissatisfied. 38

Table 15: Quality of repairs carried out

Attributes

No: of respondents

Percentage

Highly Satisfied

7

7

Satisfied

45

45

NS/N D.S

15

15

Dissatisfied

25

25

Highly Dissatisfied

8

8

Total

100

100

Chart 15:

Quality of Repairs 50 45 40 35 30 25 Quality of Repairs

20 15 10 5 0 Highly Satisfied

Satisfied

NS/N D.S

Dissatisfied

Highly Dissatisfied

Out of the 100 respondents 45% feel that the quality of the repairs carried at the workshop is satisfactory , 15% neutral 25% dissatisfied , 7% highly satisfied and 8% highly dissatisfeid 39

Table 16: Job satisfactorily completed at first time

Attributes

No: of respondents

Percentage

Highly Satisfied

7

7

Satisfied

38

38

NS/N D.S

32

32

Dissatisfied

17

17

Highly Dissatisfied

7

7

Total

100

100

Chart 16:

Timely Completion 40 35 30 25 20 Timely Completion

15 10 5 0 Highly Satisfied

Satisfied

NS/N D.S

Dissatisfied

Highly Dissatisfied

From above it can be intercepted that on the first visit 38% respondents feel that the workshop was able to fix the problem. Out of 100 respondents overall rating is 17% dissatisfied 7%highly satisfied , 32% neutral.. 40

Table 17: Timely delivery of vehicle

Attributes

No: of respondents

Percentage

Highly Satisfied

7

7

Satisfied

47

47

NS/N D.S

22

22

Dissatisfied

23

23

Highly Dissatisfied

2

2

Total

100

100

Chart 17:

Timely Delivery 50 45 40 35 30 25 Timely Delivery

20 15 10 5 0 Highly Satisfied

Satisfied

NS/N D.S

Dissatisfied

Highly Dissatisfied

Out of 100 respondents 47% rated that they received the vehicle on time, 22% neutral 7% highly satisfied 23% dissatisfied and 2% highly dissatisfied. 41

Table 18: Appearance of vehicle at the time of delivery

Attributes

No: of respondents

Percentage

Highly Satisfied

13

13

Satisfied

35

35

NS/N D.S

32

32

Dissatisfied

17

17

Highly Dissatisfied

3

3

Total

100

100

Chart 18:

Appearance of Vcehicle 40 35 30 25 20 Appearance of Vcehicle

15 10 5 0 Highly Satisfied

Satisfied

NS/N D.S

Dissatisfied

Highly Dissatisfied

For overall rating for the appearance of vehicle at the time of delivery 35 % respondents felt satisfied , 32% neutral, 13%highly satisfied, 17% dissatisfied and 3% higly dissatisfied 42

Table 19: Explanation of work done and charges at the time of delivery

Attributes

No: of respondents

Percentage

Very Good

2

2

Good

45

45

Neither Good nor Poor

20

20

Poor

28

28

Very Poor

5

5

Total

100

100

Chart 19:

Feedback of Work done 50 45 40 35 30 25 20

Feedback of Work done

15 10 5 0 Very Good

Good

Neither Good nor Poor

Poor

Very Poor

45% rated well for the explanation given by the service advisor at the time of receipt of the vehicle and for the attributes very good 20% neutral 28% poor 2% very good and for very poor 5%. 43

Table 20: Explanation of maintenance tips at the time of delivery

Attributes

No: of respondents

Percentage

Very Good

8

8

Good

42

42

Neither Good nor Poor

27

27

Poor

7

7

Very Poor

17

17

Total

100

100 C

hart 20:

Maintanence Tips 45 40 35 30 25 20

Maintanence Tips

15 10 5 0

Very Good

Good

Neither Good nor Poor

Poor

Very Poor

Out of 100 respondents 42% rated good for the explanation of maintenance tips given by the service advisor at the time of delivery, 8% very good, 7% poor, 27% neutral and 17% rated very poor. 44

Table 21: Based on your overall experience would you recommend SACHI Honda workshop to friend or relative?

Attributes

No: of respondents

Percentage

Yes

85

85

No

15

15

Total

100

100

Chart 21:

Reccomendation 15

Yes No

85

Based on overall experience 85% of the respondents will probably recommend the workshop to friends or relatives, 15% will not. 45

Chapter Five:Findings And Conclusion

46

5.1 FINDINGS The study made on Sachi Honda proved that the Showroom does have a very efficient and effective management system for customer relationship building. The study was done on

1. Service Initiation 48 % of the respondents feel that it was easy in obtaining appointment for service and rated good. This shows that the company pays a great attention for their servicing sector. 45 % of the respondents feel that the promptness of front man in opening of job card was good. This shows that the servicing sector gives importance to the customer’s complaints about the vehicle and pays a great attention to customer satisfaction.

2. Service Advisor Courtesy in servicing is good in view of 58% of respondents. This shows that the employees treat the customers with care. 50% of the respondents feel that the helpfulness in listening to service needs by the service advisor was good and 28 % rated fair. This shows that the service advisor pays more attention to customer satisfaction. 38% of the respondents feel that the service advisor was able to detect the problem with the vehicle and rated good, 35% fair, 20% rated very good. This shows that the service advisor has work knowledge.

47

45% of the respondents rated well for the prior explanation given by the service advisor at the time of receipt of vehicle were good. This shows that the service advisor takes great care in letting the customers know the troubles in their vehicle.

3. Service Quality Out of 100 respondents 43% of them felt highly satisfied at the availability of parts and 32% were satisfied. This shows that the workshop is fully flourished with the vehicle accessories. Out of the 100 respondents, 45% feel that the quality of the repairs carried at the workshop are satisfactory and 7% feel highly satisfied. This shows that the repairs carried out by the workshop is good. 38% respondent’s feel that the workshop was able to fix the problem on their first visit itself and gave good, 32% rated fair. This shows that workers have knowledge on almost all sorts of troubles that can occur to the vehicle and therefore, they are able to fix the problem in the first visit itself.

4. Service Delivery 53% of the respondents feel that the work was completed in a reasonable period of time and were satisfied. This shows that the employees pay more attention in their efficiency and fixes the problem in the first visit itself. 47% of the respondents said that they received the vehicle on time and rated good. This shows that the workshop is able to deliver the vehicle on time to customers. 48

35 % respondents feel satisfied for appearance of vehicle at the time of delivery, 32% neutral and 13% highly satisfied. This shows that the vehicle is properly washed and cleaned by the workshop before delivery. 45% rated well for the explanation given by the service advisor at the time of receipt of the vehicle and for the attributes. This shows that service advisor gives customer satisfaction as his first priority. Based on overall experience 85% of the respondents will recommend the workshop to friends or relatives, 15% would not .Thus it can be intercepted from the above findings that customers at Sachi Honda are satisfied with the services provided although some areas need improvement.

49

5.2 RECOMMENDATIONS

When viewed in totality, the customers are overall satisfied with the services provided at Sachi Honda. But to make it more effective and attractive, the following recommendations are to be made:

Service Initiation: The process of interaction of workshop staff with the customer’s needs to be improved. The customer should be attended to within the least possible time.

Service Advisor: Service advisor plays a very important role in customer satisfaction. The process of direct interaction with the customers ensures that any dissatisfaction that the customer has can be immediately resolved. Also each customer should be linked to a service advisor to improve long term relationship with the customers.

Delayed Deliveries: This is the single largest parameter influencing customer satisfaction & they must ensure that vehicle is delivered at the promised time.

Problem Experienced: This relates to trouble free operation of the vehicle by customer. To ensure this a Road test by Technical advisor must be done for proper diagnosis of the 50

problems reported by the customer while opening job card and also fix the problems right in first time. Also Technical advisor must road test all the customer vehicles to ensure that the vehicle is free from squeaks & rattles.

Service Quality: This relates to quality of work performed. To ensure these vehicles should be checked by final inspector during final inspection for thoroughness for in fulfilling all the demanded repairs by the customer. Proper explanation of the jobs done and charges shall be done for all the customers. One Master Mechanic should be available in each group.

User friendly Service: This includes the parameters of fairness of fees convenience of days of operation, location timings etc. Fairness of fees is a major area of concern across the service network & we must ensure that the charges for service are kept at with the competition.

51

It is imperative that focus upon the following key areas of workshop performance on a daily monitoring basis. 1. Timely delivery of vehicle 2. Washing quality 3. Explanation of jobs done and charges while delivering the vehicle 4. No repeat jobs 5. Revisits and repeat job trends to be analyzed and effective counter measures to be taken. 6. Recognition \ application for best mechanic of the month, based on Zero repeat job. 7. Top 3 reasons for Revisits to be monitored on monthly basis. 8. Case history of all repeat jobs analysis to be complied and communicated to all. 9. All demanded repairs must be completed.

52

5.3 CONCLUSION In this globalised world, service plays a major role to attract customers. But it is quite difficult to measure the satisfaction derived from the services provided and very important to measure these satisfaction levels. Sachi Honda’s overall strength lies in building an organization that is sharply focused on the voice of the customer. Sachi Honda’s consistent performance in the study over the past several years has resulted in a steady increase in the percentage of its customers who say they intend to remain loyal to the brand.

53

5.4 Annexure Questionnaire:1. Which HONDA bike do you own? [ ] Unicorn [ ] Shine [ ] Twister

[ ] Stunner

[ ] Dazzler

[ ] other 2. Factors do you consider the most in choosing HONDA bike? (Give Ranking from 1 to 5) [ ] Price

[ ] Brand name

[ ] Safety

[ ] Style

[ ] Performance

Vehicle Performance 3. No of problems experienced in your vehicle [ ] None

[ ] One

[ ] Two

[ ] Three

[ ] More Than Three

4. No of times you have returned for the same problem [ ] None

[ ] One

[ ] Two

[ ] Three

Service Initiation 5. Ease of obtaining appointment for service [ [ [ [ [

] Very Good ] Good ] neither Good nor Poor ] Poor ] Very Poor

54

[ ] More Than Three

6. Promptness of front man in opening of job card [ ] Very Good [ ] Good [ ] neither Good nor Poor [ ] Poor [ ] Very Poor Service Advisor 7. Helpfulness in listening servicing needs [ ] Very Good [ ] Good [ ] neither Good nor Poor [ ] Poor [ ] Very Poor 8. Undertaking of specific problems of your vehicle [ ] Very Good [ ] Good [ ] neither Good nor Poor [ ] Poor [ ] Very Poor 9. Courtesy in servicing you [ ] Very Good [ ] Good [ ] neither Good nor Poor 55

[ ] Poor [ ] Very Poor

10.Prior explanation of job to be carried out and cost estimate [ ] Very Good [ ] Good [ ] neither Good nor Poor [ ] Poor [ ] Very Poor

Service Quality 11. Availability of parts to serve your vehicle [ ] Highly Satisfied [ ] Satisfied [ ] Neither Satisfied Nor dissatisfied [ ] Dissatisfied [ ] Highly Dissatisfied 12. Appearance of service area [ ] Highly Satisfied [ ] Satisfied [ ] Neither Satisfied Nor dissatisfied [ ] Dissatisfied [ ] Highly Dissatisfied

56

13. Appearance of customer lounge [ ] Highly Satisfied [ ] Satisfied [ ] Neither Satisfied Nor dissatisfied [ ] Dissatisfied [ ] Highly Dissatisfied 14. Reasonable time taken for service [ ] Very Good [ ] Good [ ] neither Good nor Poor [ ] Poor [ ] Very Poor 15.Quality of repairs carried out [ ] Highly Satisfied [ ] Satisfied [ ] Neither Satisfied Nor dissatisfied [ ] Dissatisfied [ ] Highly Dissatisfied 16.Job satisfactorily completed at first time [ ] Highly Satisfied [ ] Satisfied [ ] Neither Satisfied Nor dissatisfied [ ] Dissatisfied [ ] Highly Dissatisfied

57

17.Timely delivery of vehicle [ ] Very Good [ ] Good [ ] neither Good nor Poor [ ] Poor [ ] Very Poor 18.Appearance of vehicle at the time of delivery [ ] Very Good [ ] Good [ ] neither Good nor Poor [ ] Poor [ ] Very Poor 19.Explanation of work done and charges at the time of delivery [ ] Very Good [ ] Good [ ] neither Good nor Poor [ ] Poor [ ] Very Poor 20.Explanation of maintenance tips at the time of delivery [ ] Very Good [ ] Good [ ] neither Good nor Poor [ ] Poor [ ] Very Poor 21.Based on your overall experience would you recommend EVM Honda workshop to friend or relative [ ] Yes

[ ]No 58

Basic Information:22. Name: 23. Age:

[ ] 15-20[ ] 20-25

24. Gender:

[ ] male

[ ] 25 -30 [ ] 30 above

[ ] female

25.Occupation: [ ] Business man

[ ] Employee

[ ] Student

59

[ ] other

REFERENCES

REFERENCES  Kothari C.R., Research Methodology, Second Edition, New Delhi, Wishwa Prakashan.  Philip Kotler, Marketing Management, Millennium 13th edition, Prentice Hall India.  Dr: Radha Oommen Nair, Marketing Management, Prasanna & Co.  Company manuals and magazines

WEBSITES  www.customersatisfaction.com  www.honda2wheelersindia.com  www.wikipidea.com

60