CHAPTER-I

INTRODUCTI
ON

1
INTRODUCTION:

This project deals with study on customer satisfaction after sales service in
SGJ Motors (P) Limited. The project was done to know how retain the customer and
thereby improve loyalty. The researcher found out lack of customer satisfaction.

“Maximizing the customer satisfaction will maximize profitability and market

share”.

Focusing on satisfaction helps eliminate the negative word of mouth potential of

dissatisfied customers. It has been found that more than 90 percent of dissatisfied
customers won’t exert their own effort to contact a company to complain; they simply
voicing their dissatisfaction to other potential customers. Losing one dissatisfied
customer may be more severe than it sounds. One dissatisfied customer may speak to
as many as nine others, multiplying his/her dissatisfaction nine fold!

Hence this project was undertaken to study the customer satisfaction and
find out lack of customer satisfaction which will help to provide customer
requirements.

Customer support following the purchase of a product or service. In some cases,

after-sales service can be almost as important as the initial purchase. The manufacturer,
retailer, or service provider determines what is included in any warranty (or guarantee)
package. This will include the duration of the warranty traditionally one year from the
date of purchase, but increasingly two or more year’s maintenance and/or replacement
policy, items included/excluded, labour costs, and speed of response. In the case of a
service provider, after-sales service might include additional training or helpdesk
availability. Of equal importance is the customer's perception of the degree of willingness
with which a supplier deals with a question or complaint, speed of response, and action
taken.

2
Nature and scope of the Project

The project titled “A study on customer satisfaction after sales service in

SGJ Motors (P) Limited, Madurai ”. Aims at studying the benefits to satisfying
the customer requirements in Hindustan Motors division of the company.

3
Objectives of the Project:

 The project aims at studying the customer retention in after sales service.

 To provide good service and retain the customer.

4
Implication of the project

To the Organization

 This project would enable the organization to find the customer requirements.

 It would help the organization to make efficient service to the customer.

To the researcher

 This project would help the researcher in the partial fulfilment of Master of
Business Administration degree.

 The project has helped the researcher know about the organization and to know
how customer satisfaction is important to the business.

5
 CHAPTER-II

COMPANY
PROFILE

6
COMPANY PROFILE :

Group name : SGJ

Main business : Automobile tractor

Dealerships in : Tirunelveli , Madurai , Chennai ,

kumbakonam , Trichy.

Group turnover : Rs.106 crores in F2006

Group vehicle sale in no’s : 2039 in F06

Group parts turnover : Rs.15 crores

Group labour turnover : Rs.3.35 crores

Group net worth : Rs.17 crores

Manpower strength : 800 employees

Field Executives : 106 no’s

7
History of company

The SGJ group of companies, the promoters of M/s. kodai automobiles limited
Palayamkottai is one of the well established and reputed groups in south Tamilnadu and
are pioneers in the field of operation and a fleet of automobiles(over 150 in number) over
the last fifty years.

The company kodai was established in the year 1971 as a sister concern of SGJ Motors
(P) limited. Kodai and SGJ as an authorized dealers of Mahindra & Mahindra, Hindustan
Motors, Scooters India, Swaraj Tractor, LML two wheeler, L&T, JCB, the manufacturers
MM series of vehicles has been involved in sales, spares, supply and services for MM
range of vehicles Viz. Jeeps, light commercial vehicles and other utility vehicles for a
period of over thirty years.

Kodai has a separate section dealing with the spare parts for vehicles sold by kodai. The
company sells spare parts to wholesale spare parts dealers, retailers and also to
consumers. They also issue spare parts for their own service operation within the
workshop.

Thus SGJ group of companies is a value driven companies with exchange of love and
care to maintain good relationship with customers, suppliers and employees and they
consider their success as others interests first, and also through sustaining relationship.

LOCATION OF THE COMPANY:

SGJ MOTORS (P) LIMITED,

SG.JAYARAJ&SON BUILDING,

SAKTHI NAGAR,

BY-PASS ROAD,

8
MADURAI -625010.

9
OTHER DEALERSHIPS

 Dealers for TAFE tractors in Thirunelveli, Tuticorin & Kanyakumari districts.

 Dealers for Swaraj tractors in Salem, Chennai, Madurai, Ramnad, Theni,

Dindigul, sivagangai &Virudhunagar districts no.1in this market in the financial
year 2004-2005.

 Dealers for Bajaj Balwan tractors in Trichy, Pudhukottai, Perambur& Karur

districts.

 Dealers for New Holland tractors in Kumbakonam (thiruvavur), Tanjore,

Nagapatinam Districts.

MISSION OF COMPANY

 To earn for God’s mission.

 Caring for our employees, customers suppliers.

VISION OF THE COMPANY

 To become a national and an international Automobile products marketer.

STRATEGY OF THE COMPANY

 Invest on people to develop an entrepreneur.

10
STRENGTHS AND ACHIEVEMENTS

 First ISO 9002 certified Automobile Dealership Company in Tamilnadu since

1998. It has been updated with ISO 9001:2000 version and recertified in 2004.

 Proven all India no.1 award winner in customer Satisfaction Index by Mahindra
& Mahindra dealer excellence program, in F2003 and F2004 conducted by an
external agency.

 Proven south India no.1 award winner in Sales Satisfaction Index by

Mahindra&Mahindra dealer excellence program, in F2003 and F2004 by an
external agency.

FUTURE ACHIEVEMENTS

 They have aimed to win Excellence Award conducted by CII (Confederation Of

Indian Indstry).

SGJ’S VARIOUS BRANCHES IN TAMILNADU

There are 29 branches all over Tamilnadu,

 Chennai, Panchati, Salem, Perambaloor, Trichy, Karur, Muiri, Manaparai,

Kumbakonam, Palani, Dindigul, Theni, Madurai, Pudhukotai, Karaikudi,
Sriviliputhur, Paramakudi, sankarankovil, kovilpatti, Tuticorin, Thenkasi,
Palayamkottai, Nagercoil, Marhandam

SGJ is a 100 crore turn over company including all branches in Tamilnadu.

11
SGJ’S HUMAN RESOURCE STRATEGY:

 They have employee directors who look after the affairs of the company.

 They invest heavily in training our human resource. We train our key people
through our own training calendar, CII initiatives and even IIM ahmedabad.

 Eleven sets of star performers in their present responsibilities are being prepared
to take over challenging assignments both in domestic and overseas.

DEPARTMENTS IN SGJ

 HR department, Sales department, Customer relationship department, Service

department, Hindustan motors

GLOBAL SCENARIO

The global automotive industry is a highly diversified sector that comprises of

manufactures, suppliers , dealers retailers, original equipment manufacturers, aftermarket
parts manufactures, automotive engineers, motor machines, auto electricians, spray
painters or body repairers, fuel producers, environmental and transport safety groups, and
trade unions. United States, Japan, China, Germany and South Korea are the top five
automobile manufacturing nations throughout the world. The united states of America is
the world largest producer and consumer of motor vehicles and automobiles accounting
for 6.6 million direct and spin-off jobs and represents nearly 10% of the $ 10 trillion US
economy. The automobile is one of the important industries in the world, which provides
employment to 25 million people in the world.

The automobile and automotive parts manufacturers constitute a major chunk of

automotive industry throughout the world. The automotive manufacturing sector consists
of automobile and light truck manufacturers, motor vehicle parts and supplies
manufacturers. This establishment is engaged in manufacturing of automotives and light
duty motor vehicles, motor vehicle bodies, chassis, cabs, trucks, automobile and utility
trailers, buses, military vehicles, and motor vehicle gasoline engines.

12
INDIAN SCENARIO

The automotive Industry in India is one of the largest industries and a key sector
of the economy. The Indian Automotive industry started from 1991 with the
government’s deli censing of the sector and subsequent up for 100 percent FDI through
automatic route. Since then many large global companies have set up their facilities in
India taking the production of vehicle from 2 million in 1991 to 9.7 million in 2006.

At present India is the world’s

Largest tractor and three-wheel vehicle producer.

Second largest two-wheel vehicle producer.
Fourth largest commercial vehicle producer.
Eleventh largest passenger car producer.

Production

According to society of Indian Automobile Manufacturers, the Indian automobile

industry has reached double-digit growth for the past three years in a row. In 2006, the
industry produced 10.9 million vehicles, an increase of 16.22% over 2005. In 2005,
production grew 14.5% over the previous year. The production of the automotive
industry is expected to achieve a growth rate of over 20 percent in 2006-07 and about 15
percent in 2007-08.

In India there are 100 people per vehicle, while this figure is 82 in China. It is
expected that Indian automobile industry will achieve mass motorization status by 2014.

Since the first car rolled out on the streets of Mumbai (then Bombay) in 1898,the
Automobile Industry of India has come a long way. During its early stages the auto
industry was overlooked by the Government and the policies were also not favorable. The
liberalization policy and various tax reliefs by the government, of India in recent years
has made remarkable impacts on Indian Automobile Industry. Indian auto Industry,

13
which is currently growing at the pace of around 18% per annum, has become a hot
destination for global auto players like Volvo, General Motors and Ford.

A well developed transportation system plays a key role in the development of an

economy, and India is no exception to it. With the growth of transportation system the
Automotive Industry of India is also growing at speed, occupying an important place on
the ‘canvas’ of Indian economy.

Today Indian Automotive industry is fully capable of producing various kinds of

vehicles and can be divided into three broad categories: Cars, two-wheelers and heavy
vehicles.

Snippets

The first automobile in India rolled in 1897 in Bombay.

India is being recognized as potential emerging auto market.
Foreign players are adding to their investments in Indian auto industry.
Within two-wheelers, motorcycles contribute 80% of segment size.
Unlike the USA, the Indian passenger vehicle market is dominated by cars (79%).
Tata Motors dominates over 60% of the Indian commercial vehicle market.
2/3rd of auto component production is consumed directly by OEMs.
India is the largest two-wheeler market in the world.
India is the largest two-wheeler manufacturer in the world.
India is the second largest tractor manufacturer in the world.
India is the fifth largest commercial vehicle manufacturer in the world.
The number one global motorcycle manufacturer is in India.
India is the fourth largest car market in Asia-recently crossed the 1 million mark.

14
 CHAPTER-III
RESEARCH METHODOLOGY

15
RESEARCH METHODOLOGY:

Introduction

Research methodology is a way to systematically solve the research problem. The

advanced learner’s dictionary of current English lays down the meaning of research as “a
careful investigation or enquiry especially through search foe new facts in any branch of
knowledge”. Research methodology may be understood as a science of studying how
research is done scientifically. The scope of research methodology is wider at of research
problem. Research methodology not only considers the research method but also consider
the logic behind the methods we use in the context of our research study.

Method of data collection


The researcher collects the data through questionnaire method.


Data is collected by telephonic interview to the customers.

Source of Data

 The data has used for analysis in the study has been taken in the form of primary
data.

Tools for analysis

 The percentage was calculated by SPSS

16
Limitations of project


This study is confined only to Hindustan Motors of SGJ motors (P) Limited.
Other divisions were not considered.


The project is conducted only for the period of 14 days in the company. Hence
this shorter time duration didn’t allow the researcher to go in detail into the
other products and divisions.


This project study is only at south Madurai not extending to any other
branches.

17
18
 CHAPTER-IV

ANALAYSIS AND INTERPRETATION

DATA ANALYSIS AND INTERPRETETION

How do you know about the dealer?

Frequency Percent Valid Cumulative

Percent Percent

Friends 30 75.0 75.0 75.0

Others 10 25.0 25.0 100.0

Total 40 100.0 100.0

19
INFERENCE

75% of respondents have told that they came to know only through friends, and the
remaining 25% have told that the awareness about the dealers was through other source.

Which type of car you have?

Valid Cumulative
Frequency Percent
Percent Percent

Petrol 4 10.0 10.0 10.0

Diesel 36 90.0 90.0 100.0

Total 40 100.0 100.0

20
INFERENCE

From the above table it is clear that only 10% showed interest in using petrol cars, while
the other 90% preferred using the diesel engine car only.

Why did you buy this specific model of car?

Valid Cumulative
Frequency Percent
Percent Percent

Economy 28 70.0 70.0 70.0

Safety 9 22.5 22.5 92.5

Others 3 7.5 7.5 100.0

Total 40 100.0 100.0

21
INFERENCE

From the above table it is clearly identified 70% of the respondents have told that they
bought based on their economic conditions, whereas 22.5% have told the reason as safety
and the remaining 7.5% has given some other reason.

How do you feel about the service in terms of charges?

Valid Cumulative
Frequency Percent
Percent Percent

Very high 1 2.5 2.5 2.5

High 6 15.0 15.0 17.5

Moderate 33 82.5 82.5 100.0

Total 40 100.0 100.0

22
INFERENCE

From the above table only 2.5% of respondents felt that the charges were very high,
whereas 15% felt that the charges are high and the remaining 82.5% felt that the charges
are moderate and they were happy about the charges levied by the firm.

Quality of work?

Valid Cumulative
Frequency Percent
Percent Percent

Excellent 1 2.5 2.5 2.5

Very Good 17 42.5 42.5 45.0

Good 14 35.0 35.0 80.0

Fair 8 20.0 20.0 100.0

Total 40 100.0 100.0

23
INFERENCE

From the above table it is clearly identified 2.5% of respondents have rated the quality of
work as excellent. Another 42.5% rated it as very good, then 35% of the customers have
told it as good and the remaining 20% rated it as fair.

Avoiding inconveniencing you?

Valid Cumulative
Frequency Percent
Percent Percent

Very Good 20 50.0 50.0 50.0

Good 12 30.0 30.0 80.0

Fair 8 20.0 20.0 100.0

Total 40 100.0 100.0

24
INFERENCE

Almost 50% seems to be very convenient with the dealer, another 30% seems to be
convenient with the dealer and the remaining 20% seems to be some what.

Making you feel comfortable?

Valid Cumulative
Frequency Percent
Percent Percent

Excellent 1 2.5 2.5 2.5

Very Good 19 47.5 47.5 50.0

Good 13 32.5 32.5 82.5

Fair 7 17.5 17.5 100.0

25
 Total 40 100.0 100.0

INFERENCE

The comfort ness in the level of service was measured and it was found that 47.5% felt
very good in comfort, then 32.5% felt good in comfort and the remaining 17.5% felt fair
in comfort.

After your service visit, did someone from the dealership contact you by phone or
by mail to see if you were satisfied with your overall service experience?

Cumulative
Frequency Percent Valid Percent
Percent

Yes 35 87.5 87.5 87.5

No 5 12.5 12.5 100.0

Total 40 100.0 100.0

26
INFERENCE

From the above furnished table clearly indicates that Almost 87.5% told that they will get
a call about the satisfaction in service from the company, and 12.5% told that they will
not receive such type of call after service.

In evaluating your most recent customer service experience, was the quality of
service you received?

Valid Cumulative
Frequency Percent
Percent Percent

Somewhat
5 12.5 12.5 12.5
unsatisfactory

About average 5 12.5 12.5 25.0

Very satisfactory 29 72.5 72.5 97.5

Superior 1 2.5 2.5 100.0

27
 Total 40 100.0 100.0

INFERENCE

2.5% told that the company provides a superior customer service and almost 72.5% were
satisfied with the customer service in the company. Another 12.5% were found to be
somewhat unsatisfactory, and then other 12.5% told that they were average in customer
service only.

Completion of the service in the time promised?

Cumulative
Frequency Percent Valid Percent
Percent

Very Satisfied 32 80.0 80.0 80.0

Somewhat Satisfied 6 15.0 15.0 95.0

Somewhat
2 5.0 5.0 100.0
Dissatisfied

Total 40 100.0 100.0

28
INFERENCE

On time delivery of the service was the next factor considered to be very important and in
this regard, 80% of the customers feel very much satisfied with the timing of the service,
then 15% seems to be somewhat satisfied and only 5% seems to be somewhat
dissatisfied.

The customer service representatives are very polite?

Valid Cumulative
Frequency Percent
Percent Percent

Strongly
2 5.0 5.0 5.0
disagree

Somewhat
1 2.5 2.5 7.5
disagree

Somewhat
30 75.0 75.0 82.5
agree

29
 Strongly
7 17.5 17.5 100.0
agree

Total 40 100.0 100.0

INFERENCE

From the above table clear that 5% of respondents are strongly disagree about politeness
of the representatives, 2.5% of respondents are somewhat disagree about representatives
politeness, 75% of respondents are somewhat agree and 17.5% of respondents are
strongly agree.

Which of the following qualities of the service representative stood out? (As being
superior)

Valid Cumulative
Frequency Percent
Percent Percent

Patient 2 5.0 5.0 5.0

Enthusiastic 15 37.5 37.5 42.5

Listened
7 17.5 17.5 60.0
carefully

Friendly 16 40.0 40.0 100.0

30
 Total 40 100.0 100.0

INFERENCE

From the above table clear that 5% of the employees seem to be very patient to the
customers, 37.5% seem to be enthusiastic, 17.5% seem to listen to the customers very
carefully and then attend to their problems and another 40% were found to be friendly to
the customers all the time.

The customer service representative was very knowledgeable?

Valid Cumulative
Frequency Percent
Percent Percent

Strongly
4 10.0 10.0 10.0
disagree

Somewhat
4 10.0 10.0 20.0
disagree

Neutral 1 2.5 2.5 22.5

Somewhat
19 47.5 47.5 70.0
agree

Strongly agree 12 30.0 30.0 100.0

31
 Total 40 100.0 100.0

INFERENCE

From the above table clear that 10% of respondents strongly disagree that representatives
are knowledgeable and the same percentage of respondents are somewhat disagree that
representatives are knowledgeable, 2.5% of respondents are neutral, the respondents of
47.5% are somewhat agree with the knowledge of the representatives and 30% of
respondents are believe that representatives have good knowledge.

Ability to solve problem

Frequenc Cumulative
Percent Valid Percent
y Percent

Very Good 20 50.0 50.0 50.0

Good 15 37.5 37.5 87.5

Fair 5 12.5 12.5 100.0

Total 40 100.0 100.0

32
INFERENCE

Almost 50% of the customers were of opinion that there was a very good problem
solving skill amongst the employees of the firm. 37.5% seems to be of the opinion that
the problem solving skill is good. 12.5% seems to be saying that the employees have a
fair problem solving skill.

Understanding of my needs

Cumulative
Frequency Percent Valid Percent
Percent

Very
21 52.5 52.5 52.5
Good

Good 15 37.5 37.5 90.0

Fair 4 10.0 10.0 100.0

33
 Total 40 100.0 100.0

INFERENCE

From the above table 52.5% of the customers were of opinion that the employees very
understood in nature, 37.5% were of opinion that they were good in understanding, and
10% of the customers were of opinion that the employees have a fair level of
understanding.

Would you recommend this dealership to a friend or relative as a place to have their
cars serviced?

Cumulative
Frequency Percent Valid Percent
Percent

Definitely 31 77.5 77.5 77.5

Probably 4 10.0 10.0 87.5

Not sure 4 10.0 10.0 97.5

Definitely 1 2.5 2.5 100.0

34
 not

Total 40 100.0 100.0

INFERENCE

Almost 77.5% of the customers were ready recommend definitely to friends or relatives,
10% have told they may recommend, another 10% have told that they may or may not
recommend and only 2.5% of the customers seems not to recommend the services to
anybody.

Should you need service again for your car, would you return to this dealership?

Cumulative
Frequency Percent Valid Percent
Percent

Definitely 32 80.0 80.0 80.0

Probably 3 7.5 7.5 87.5

Not sure 4 10.0 10.0 97.5

35
 Probably
1 2.5 2.5 100.0
not

Total 40 100.0 100.0

INFERENCE

From the above table almost 80% of the customers were willing to come back to the
dealer in future. 7.5% of them were not sure whether they would come back, other 10%
have said they may or may not come back and 2.5% of the customers have said that they
will not come back at all.

36
 CHAPTER-V
FINDINGS, SUGGESTIONS
AND CONCLUSION

FINDINGS:

The observations on the survey support the customer satisfaction of SGJ Motors P Ltd, Madurai,
to a greatest extent of 95%. But still 5% of the customers were dissatisfied on the following
grounds such as

 delay in delivering,

 lack of knowledge for mechanics,

 then the charges seems to be high

37
  then there is a complaint as there were repetition of complaints

 then some of them seems to be not satisfied with the employees

Just because the complaints were received from only few customers we cant ignore this, and
hence the following recommendations were made to the company in improving the level of
customer satisfaction.

38
SUGGESTIONS:

 To avoid problems on in-time delivery of vehicles, the company can make a call after the
vehicle is ready, thereby it is possible for the company to avoid inconvenience posed on
the customers. If not the company can increase the number of mechanics in the service
department.

 In avoiding cost related dissatisfaction among the customers, the company can give its
customers some special schemes like “one free service” for every ten services. When it is
announced, probably the customers will try to avail that free service, in turn there is a
possibility to increase the customers also.

 To avoid repetition of complaints the company can appoint one chief mechanic to check
the vehicle soon after the service is over and before each delivery it has to be ensured that
the chief mechanic checks it promptly.

 To avoid dissatisfaction in customer service the company can assign the customers to a
particular employee permanently. Thereby employees will also try to treat their
customers well and the customers also feel free to the particular employee.

39
CONCLUSION:

This project dealt with study on customer satisfaction after sales service in SGJ
Motors (P) Limited. The project was done to know how retain the customer and thereby
improve loyalty.

This study gives the opinions and their suggestions about the SGJ Motors (P) Limited and
this project also gives the view upon the qualities and attitudes of the customers about the
employees of the organisation.

This study also gives the views and suggestions about retaining the potential customers to
the organization and keeps them loyalty to the organization.

40
 APPEND
ICES

41
 BIBLIOGRA
PHY
42
BIBLIOGRAPHY:

Philip Kotler, Kevin hane keller, “Marketing Management”, Pearson education, 12/e, 2006.

Donald R.Cooper and Pamela S.Schindler, Business Research Methods, Tata McGraw Hill
publishing company limited, New Delhi, 2003 Edition.

www.sgjgroups.com

43
44
 QUESTIONNA
IRE

QUESTIONNAIRE
A STUDY ON CUSTOMER SATISFACTION AFTER SALES SERVICE WITH

REFERENCES TO SGJ MOTORS (P) LTD, MADURAI

(DIVISION: HINDUSTAN MOTORS)

1. Name of the respondent:

2. Age :

3. Gender : Male/Female

4. How do you know about this dealer?

a. Friends

b. Advertisement

c. Relatives

d. Others _________________

5. Which type of car you have

a. Petrol

b. Diesel

6. Why did you buy this specific model of car?

a. Economy

b. Safety

c. Style

45
 d. Others _________________

7. How do you feel about the service in terms of charges?

a. Very high

b. High

c. Moderate

d. Low

8. On your most recent service visit, how would you rate the service department on the

Following areas?

Excellent Very Good Good Fair Poor

Quality of work performed

Avoiding inconveniencing you

Making you feel comfortable

9. After your service visit, did someone from the dealership contact you by phone or by

mail to see if you were satisfied with your overall service experience?

a. Yes

b. No

10. In evaluating your most recent customer service experience, was the quality of

Service you received:

a. Very poor

b. Somewhat unsatisfactory

c. About average

d. Very satisfactory

e. Superior

11. Completion of the service in the time promised?

a. Totally Satisfied

b. Very Satisfied

46
 c. Somewhat Satisfied

d. Somewhat Dissatisfied

e. Very Dissatisfied

12. The customer service representatives are very polite

a. Strongly disagree

b. Somewhat disagree

c. Neutral

d. Somewhat agree

e. Strongly agree

13. Which of the following qualities of the service representative stood out (as being

Superior)?

a. Patient

b. Enthusiastic

c. Listened carefully

d. Friendly

e. Responsive

14. The customer service representative was very knowledgeable.

a. Strongly disagree

b. Somewhat disagree

c. Neutral

d. Somewhat agree

e. Strongly agree

15. Please rate the performance of your (Company) Customer Service Representative:

Excellent Very Good Good Fair Poor

Ability to solve problems

47
 Understanding of my needs

16. Would you recommend this dealership to a friend or relative as a place to have their

cars serviced?

a. Definitely

b. Probably

c. Not sure

d. Probably not

e. Definitely not

17. Should you need service again for your car, would you return to this dealership?

a. Definitely

b. Probably

c. Not sure

d. Probably not

e. Definitely not

18. If you are totally satisfied with the Customer Service Representative, please state

below the reason(s) for your satisfaction

……………………………………………………………………

……………………………………………………………………

19. If you are not totally satisfied with the Customer Service Representative, please state below
the reason(s) for your dissatisfaction

……………………………………………………………………

……………………………………………………………………

20. What recommendations would you offer for improving customer service?

……………………………………………………………………

……………………………………………………………………

48
Thank you for your feedback.

49