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FIELD PROJECT REPORT On "A Study and Analysis of Customer Satisfaction of Tata Motors"

Towards partial fulfillment of Bachelor of Business Administration (Chandigarh university) Submitted to:

Submitted by:

SATINDER PAL SINGH (HOD)

ISHANT SONI (UID:-19BBA1420)

Session 2019-2022 School of Management Chandigarh University Gharuan, Mohali

DECLARATION I hereby declare that work presented in the report is towards the partial fulfillment of requirement of award of degree of BBA from Chandigarh university.I will survive to use gained skills and knowledge is the best possible way. Thank you.

ACKNOWLEDGEMENT It's a great privilege that I have done my project in such a well-organized and diversified organization. I am great full to all those who helped and supported me in completing the project. First of all I would sincerely like to thank Ms. Ekta (Faculty Guide), for her valuable guidance and kind co-operation during the project. Last but not least, I am also thankful to my parents, all college staff and my friends for helping me directly or indirectly in my project.

EXECUTIVE SUMMARY A consumer may have set of interests, benefits, attitudes and life style before purchasing a product. But there might be a major change in his taste of preference after the purchase has been made. In such a position it is difficult for the marketer to know the behaviour of the consumer. With this View in mind the research studv will be conducted to find out the consumer preference towards store and loyalty. To carrv on the study the research has been conducted as per the marketing research process. As the study requires the customer (potential) opinion it will also help to know the awareness level of store and loyalty in Lucknow district and also the opinion regarding the vehicle as well as the overall performance of Tata motors services centers. The study will also help us to identify the factors that influence to buy the store and loyalty which will helpful to company for better improvement of the vehicles & stores. For this study I had collected the primary data through questionnaire and the company catalogues, brochures are collected for secondary information. I collect primary data survey is conducted on individuals (potential customers) this study is limited to the Lucknow only. The sample size that I had taken is 100. This study will also help company to know the customer like as well as there need, want Satistaction towards Services of tata motots

TABLE OF CONTENT

• • • • Sr. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13.

Declaration Acknowledgement. Certificate. Executive Summary

I II III IV

Topic Chapter 1. Introduction Chapter 2. literature review Chapter 3. company profile Chapter 4. objectives of the study Chapter 5. research methodology Chapter 6. data analysis and interpretation Chapter 7.findings Chapter 8. swot analysis Chapter 9.recommendation & suggestions Chapter 10.limitations Chapter 11.conclusion Bibliograph Annexure

Chapter 1 Introduction

INTRODUCTION Concept Identification-As organizations become increasingly customer focused and driven by demand, theneed to gain customer loyalty and retain their loyalty is critical. Customer satisfactionis the most effective way to achieve customer loyalty. Customer satisfaction andcustomer loyalty share many similar traits. Customer value is the customer’sperception of the ratio of benefits to what he or she gives to obtain those benefits. Thecustomer Value Triad is a framework used to understand what it is that customerswant. The framework consists of three parts: (1) perceived product quality, (2) value-based pricing, and (3) perceived service quality.Customers are satisfied, when value meets or exceeds expectations. If theirexpectations of value are not met, there is no chance of satisfying them. Figuring outwhat the customers want, however, is a difficult and complex process. To be able tocreate and deliver customer value is important to understand its components. On themost basic level, value from a customer’s perspective is the ratio of benefits to therisks being taken while buying the product.CUSTOMER SATISFACTIONAN INSIGHT According to Harold E Edmondson “ Customer Satisfaction” seems to appear in printmore frequently than any other catch phrase used to describe a new found magic forindustrial success. Before we proceed in to the study of the dynamics of CustomerSatisfaction it is important to know about, who a customer is and what satisfactionreally means

Who really is a Customer? The question of defining who your customers are seems fairly easy particularly if youhave segmented your market properly and understand who you are trying tosatisfy. However subtlety that frequently goes undetected by many firms is that is thatcustomer set can be divided into two parts, the apparent customer and the user. Theapparent customer is the person or group of people who decide what product to buyand basically have control over the purse strings. The user is a person or group whophysically uses the product or is the direct recipient of a service.What does satisfaction really mean?As in defining customer above, defining satisfaction also appears simple. However aswith customer there is a subtlety that needs addressing. Satisfaction by mostdefinitions simply means meeting the customer’s requirement.Customer satisfaction is a concept that more and more companies are putting at theheart of their strategy, but for this to be successful they’re needs to be clarity about,what customer satisfaction means and what needs to happen to drive improvement.Without this, there is a risk that customer satisfaction becomes little more than a goodintention, with confused objectives failing to address the real issues for customers,one helpful way to look at the problem is to rephrase the objectives: set the sights onhelping the customers meet their goals.Customer satisfaction can be defined in many different ways. Finding the right wayfor a company depends on understanding your customer and on having a clear visionof the role that customer satisfaction is to play in the strategy. For example, a focus oncustomer satisfaction can work alongside existing segmentations to support revenuegeneration from high value customers or it can be a company-wide objective rooted inthe brand values. For the former, it may be sufficient to focus on improving customer

service, but for the latter a broader definition of customer satisfaction is necessary,closer akin to corporate reputation.Whatever the strategy for customer satisfaction, it must at least include getting thebasics right. Failing to achieve this can destroy the reputation as well as losingvaluable customers. Every customer, regardless of their economic worth to thebusiness, has the power to influence – positively or negatively – a company’sreputation. Once the objectives for the customer satisfaction strategy are defined thereare a number of steps we can take to make sure the focus on customer satisfaction iseffective.Building a company around Customer Satisfaction With the increase in customer’s demands and competition it has become a lot moreimportant to base the entire company on customer service. When doing this one mustfirst realize that every member of an organization plays an active role in customerservice. This includes both external customers and internal customers within acompany.Customer focused organizations focus both on customer satisfaction andprofit. Achieving customer satisfaction generates the profit. In these organizations topmanagement has frequent contacts with external customers. The top management usesconsultative, participative, and supportive management styles to get through to thecustomer. The staff focuses all of its attention on satisfying the customer’sneeds. However, the management’s job is to provide the staff with support necessaryto achieve these goals. The other department and staff in the organization that do nothave direct contact with the external customers deal exclusively with internal customer satisfaction.

The Influence of the salesperson in Customer Satisfaction:In an article titled, “The influence of salesperson selling behavior on customersatisfaction with products,” Brent G.Goff and James S. Boles examine the effects ofnonproduct related construct on customer satisfaction with major retail purchasessuch as automobiles. The article states that salesperson’s selling orientation- customerorientation (SOCO) will affect not only consumer satisfaction with the salespersonand dealer, but also indirectly, satisfaction with the product or manufacturer.In the perspectives of both the retailer and the manufacturer, customer satisfactionrepresents an important issue because it relates to several desirableoutcomes. Customer satisfaction leads to future purchases, and repeated purchases ofthe same product from the same source. In other words, it helps a firm retain itspresent customers and build loyalty. By helping a buyer obtain product informationand providing guidelines about what should be expected during the buying processand use of a product, a salesperson may influence customer expectations concerningthe product. Thereby this may reduce the likelihood of dissatisfaction (Grewal andSharma, 1991). A successful salesperson tailors to the needs of each individualcustomer. By being customeroriented, a salesperson is likely to identify with needs ofthe customer, enabling the salesperson to match his or her presentation to thoserequirements of customer Internal Marketing – how it affects Customer Satisfaction:- –Successful companies make every effort to ensure satisfaction to their customer byfocusing all organizational efforts of the company on providing superior customerservice. By doing this these companies hope to retain their existing customers andattract new ones. Only

angle of customer satisfaction commonly overlooked is theinternal aspect.5 The internal customer or employee plays a vital role in achieving customersatisfaction and loyalty. Some firm’s do not understand that the treatment of internalcustomers becomes the external customers’ perception of the company. A firm’semployees or other departments within the organization make up its internalcustomers. Their job performance affects the firm’s ability to deliver superior productand customer service (Boone and Kurtz, 1999). When a firm’s employees are happy atwork, their overall attitude and performance towards the customer enhancestremendously. Internal marketing helps members or employees of an organizationunderstand and fulfill their roles in implementing its marketing strategy. Internalmarketing not only keeps employees happy, it also shows them how their actionsaffect the firm’s ability to achieve customer satisfaction.

Customer Satisfaction as part of Service Profit Chain:A Harvard Business Review article outlines the internal process required to drivegrowth and increase profitability. The article describes the ways in which servicequality contributes to success, outlining the steps in the “Serviceprofit chain”:Profitability / GrowthCustomer LoyaltyCustomer SatisfactionValueEmployee ProductivityEmployee LoyaltyInternal QualityLeadershipThe concept of the word “wheel” is not of recent origin. Right form the dayswhen man started his living, to this day where there is tremendous technologicalimprovement, the importance of “wheel” is growing at a greater pace.A growing economy, expanding cities and an increasing work load demandtime and resource management. Right from the

executive to a collage going student,there is a need for a set of wheels, which grant him/her easy mobility not only, whichis efficient and reliable but also affordable.A four-wheeler is and affordable solution that will grant good mobility. Tosatisfy the needs of the consume, a large number of companies have come up with agood number of vehicle. In this aspect it is rather essential for any buyer to know thefiner parts, which give4s a good look, the performance, the driving, handling,reliability, and above all, the affordability of a particular vehicle, before he owns it. Most manufactures have understood this, and therefore developed different kinks of cars. Customer Satisfaction Measurement: -A basic and effective base line customer satisfaction survey program shouldfocus on measuring customer perceptions of how will the company delivers on thecritical success factors and dimensions of the business as defined by the customers:For example: Service Promptness Courtesy of Staff Responsiveness Understanding the customer problem, etc.The findings of the company performance should be analyzed both with all customersand by key segments of the customer population. The essential starting point for12 Customer Satisfaction Measurement (CMS) is exploratory research. Since satisfactionis about an organization’s ability. To meet customer requirement one has to start byclarifying with customers exactly what those requirements are. This is done throughexploratory research using focus groups or one to one depth interviews.Two main factors determine the accuracy of CMS. The first is the asking theright question and the second is the asking them to the right people sample ofcustomers which accurately reflects the customer base. Three things decide the accuracy of a sample. They are: It must be representative,. It must be randomly selected., It must be adequate enough.

Measuring customer satisfaction:-Organizations need to retain existing customers while targeting noncustomers.Measuring customer satisfaction provides an indication of how successful theorganization is at providing products and/or services to the marketplace. Customer satisfaction is an abstract concept and the actual manifestation of thestate of satisfaction will vary from person to person and product/service toproduct/service. The state of satisfaction depends on a number of both psychologicaland physical variables which correlate with satisfaction behaviors such as return andrecommend rate. The level of satisfaction can also vary depending on other factors thecustomer, such as other products against which the customer can compare theorganization's products. Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and1988 delivered SERVQUAL which provides the basis for the measurement of13 customer satisfaction with a service by using the gap between the customer'sexpectation of performance and their perceived experience of performance. Thisprovides the researcher with a satisfaction "gap" which is semiquantitative in nature.Cronin and Taylor extended the disconfirmation theory by combining the "gap"described by Parasuraman, Zenithal and Berry as two different measures (perceptionand expectation) into a single measurement of performance relative to expectation. The usual measures of customer satisfaction involve a survey with a set ofstatements using a Linker Technique or scale. The customer is asked to evaluate eachstatement in terms of their perception and expectation of performance of the servicebeing measured.Methodologies American Customer Satisfaction Index (ACSI) is a scientific standard ofcustomer satisfaction. Academic research has shown that the national ACSI score is astrong predictor of Gross

Domestic Product (GDP) growth, and an even strongerpredictor of Personal Consumption Expenditure (PCE) growth. On themicroeconomic level, research has shown that ACSI data predicts stock marketperformance, both for market indices and for individually traded companies.Increasing ACSI scores has been shown to predict loyalty, word-ofmouthrecommendations, and purchase behaviour. The ACSI measures customer satisfactionannually for more than 200 companies in 43 industries and 10 economic sectors. Customer Satisfaction Surveys: surverys and questionnaires are the most common marketing research methods.Typically, they are used to: Assess the level of customer satisfaction with a particular product, service orexperience Identify factors that contribute to customer satisfaction and dissatisfaction; Determine the current status or situation of a product or service; Compare and rank providers; Estimate the distribution of characteristics in a potential customer population;or Help establish customer service standards.Benefits and Challenges: Surveys allow an organization to quickly capture vital information with relativelylittle expense and effort. A primary advantage of this method is its directness: “thepurpose is clear and the responses straightforward.” Additionally, the informationgathered by surveys can easily be analyzed and used to identify trends over time. Thepublic views consumer product polls and pollsters in a generally positive mannercompared to political and other polls. One study found that at least sixty percent of thepublic feels that market research about products and services has a positive impact onsociety. Seventy percent consider the people who conduct such surveys to havepositive impacts on society. A major disadvantage of customer surveys is that the responses may beinfluenced by the measurement itself

through various forms of bias. For example,most surveys are voluntary, and some researchers have found differences between survey respondents and non-respondents. People who respond to surveys answerquestions differently than those who do not respond, and late responders answerdifferently than early responders.

Chapter 2 LITERATURE REVIEW

LITERATURE REVIEW Customer loyalty in service industries has received considerable attention in bothmarketing and management theory and practice. As customer loyalty may act as abarrier to customer switching behaviour it has an impact on the development of asustainable competitive edge, (Keaveney, 1995; Gremler and Brown, 1996). Duringpast decades, customer satisfaction has frequently been advanced to account forcustomer loyalty (Newman and Werbel, 1973; Oliver and Linda, 1981; LaBarbera andMazursky, 1983; Bearden and Teel, 1983; Bitner, 1990; Fornell, 1992; Anderson andFornell, 1994; Dick and Basu, 1994; Oliver, 1996). Here, an implicit theme is thatpositive evaluations on the basis of expectancy disconfirmation of service providerswill instigate customers to favour them with their patronage. However, the directrelationship between customer evaluations of services and loyalty has remainedsomewhat equivocal. For instance, Bloemer and Kasper (1995) demonstrate that thesatisfactionloyalty relationship is not simple and straightforward as the level ofelaboration on the part of the customer may act as a moderator between satisfactionand loyalty. Furthermore, Oliva et al. (1992) argue that the relationship betweenservice satisfaction and loyalty is non-linear, meaning that in case satisfactionincreases above a certain level, customer loyalty will increase rapidly. However, it isalso shown that loyalty remains unaffected over a relatively large range of satisfactionlevels that fall below that certain level. In this paper, we investigate how two factorsmay have a complementary impact on customer loyalty in relation to varying levels ofcustomer satisfaction; (1) value attainment and (2) positive mood. Previous researchin the context of work experience and turnover intentions (George, 1991; Judge, 1993;George and Jones, 1996) suggests that simultaneously considering value attainment,job satisfaction and moods results in a better understanding of the phenomenological

experience of work and its consequences for employee loyalty towards theorganisation. Based on the work of Heskett et al. (1994) who propose that jobsatisfaction and customer satisfaction are closely related, we attempt to test the modelof George and Jones (1996) from a mirror image perspective, i.e. we focus on the roleof value attainment and positive mood in relation to the customer satisfaction-loyaltylink in the service profit chain.Most research in services marketing has ignored the extent to which the serviceexperience or service process contributes to the attainment of consumer values. Onepossible explanation may be that the focus has been dominate...