NEED OF THE STUDY

 The study was conducted on MSS MOTOR at Coimbatore. It gives us the details
of various factors of buying behavior of customers.
 The study enables the company to prepare marketing strategy and plan
accordingly, so as to capture a greater market share& the services provided
By the Company.
 It foresight the future requirement of the market and thus helps the manufacturer to face
the future completion in a fully prepared way.
 Thus it helps the company to have a good brand image and stepping toward
success.
 The study was mainly undertaken to identify the Satisfaction level of Customer after
services. Once the Satisfaction levels are identified, it would be possible for the
management to take the necessary action to improve the customer services.
 Better Customer services will help the organization to be more efficient, quality services,
and increase profits. This study will also help to analyze the employee behavior, while
attending the customer complaints

SCOPE OF STUDY

This study will help MSS MOTOR at Coimbatore .To improves their service standard by
identify the satisfactory level of customer after service. It will be helpful for the MSS MOTOR at
Coimbatore to identify the performance of their services and to rectify the grievance of the
customer. From this study the company can also identify the needs and benefits of the customers
and it will help to achieve the target in a short period. This project can be base for the students
who are doing the project in the related area.
 CHAPTER II

REVIEW OF LITERATURE

REVIEW OF LITERATURE

1. Prof. Nistorescu, Mr. Mihail Barbu and Mr. Roxana Ioana Dumitriu (2013) conducted a
study concerning customer loyalty in the auto market. customers were taken as sample
for the survey. Simple random sampling technique was used to select the sample. A
structured questionnaire was used to collect the data. The analysis showed statistically
significant correlation between satisfaction and repurchase, between satisfaction and
recommendation and between recommendation and repurchase. The researchers
concluded that loyalty is a powerful marketing tool and the three dimensions are
interrelated
2. .Nataraj S and Dr. N.Nagaraja (2012) conducted a research on “Customer satisfaction in
automobile industry – an Indian online buyers‟ perspective of car manufacturers‟
websites”. The objective of the study was to reveal the online behavior of today’s auto
Customers. Exploratory research was undertaken and a structured questionnaire was
designed and sent to 50 online customers. Customers consider “quality of content” and
Ease of navigation” as the most significant factors. The researchers concluded that online
landscape evolves rapidly with the emergence of powerful Customer-to-Customer tools
like blogs, discussion forums, social networking sites and virtual worlds.
3. Mahapatra, kumar and Chauhan (2010) mentioned a study on "customer satisfaction,
dissatisfaction and post purchase evaluation: an empirical study on small size passenger
cars in India" with the main objectives to examine the satisfaction and impact on future
purchase decision and explore the performance of different attributes in automobile in
giving satisfaction to customer with the sample size of 150 customers and they used the
multiple regression techniques and they revealed from this study that customers are
highly satisfied with the performance of attributes like pickup, wipers, etc. and other
attributes like pollution, engine, quietness, battery performance, and pick up influence the
 consumer future purchase decisions and consumer give the more importance to these
factors.
4. Kurkoti and Prabhu (2011) revealed a study on "Study on Satisfaction with reference to
MSS nano car customers in Pune city" with the objectives to determine the customer
satisfaction towards MSS Nano, to study the gap analysis and to find out the impact of
fire incidences on Nano car users. For this study they taken the sample size of 125
customers and techniques used by them were paired sample, ANOVAs, and Turkey test.
They concluded from this International
5. Sharma, Kiran Sharma and Khan (2011) conducted "A study and analysis of customer
satisfaction of MSS motors in Jaipur, Rajasthan with the objectives to find out the
satisfaction among the customers, market performance and market position of MSS
motors. They taken the sample size of 100 customers in Jaipur city and concluded from
this study that 73% people feel that safety are affordable whereas 12% do not agree, 74%
believe that attractive discount are offered but 26% are not satisfied with the discount
offered , but the overall opinion about MSS Motors is very good. Singh (2011) revealed a
study on " An empirical review of the product and customer satisfaction of MSS
commercial vehicles" to find out the quality of service , performance of MSS motors and
to know the consumer perception towards MSS motors with the sample size of 100
customers and used the statistical techniques tables, bar charts etc. This study concluded
that consumer prefer the MSS commercial vehicles due to its better quality, brand image,
easy availability of service stations, spare part quality etc.
6. Ganesh and Soundarapandiyan (2011) conducted a study on "i10 Hyundai Chennai:
customer satisfaction level" with the sample size of 150 customers and tools used
percentage analysis, chi square and multiple regression analysis. The objectives of the
study was to identify the post purchase behaviour and customer satisfaction level and find
the effectiveness of after sales service of customer of Hyundai i10. They revealed from
the study that customers are satisfied with the car after purchase because its gives the feel
of luxury to customers and a convenience of smaller car in crowded area. It’s most stylish
as compared to others.
7. Lohana and sharma (2012) conducted a study on "customer satisfaction towards Hyundai
cars in Nanded city" with the objectives is to identify the customer preferences and
 parameter about the Hyundai cars. They have taken the sample of 60. They concluded
from the study that 50% customers are satisfied with the overall performance of their
vehicle. The customers are satisfied with the fuel efficiency, brand image, after sales
service and economy in purchase etc.
8. Rao and Kumar (2012) revealed study on "Customer satisfaction towards MSS Motors -
A study on Passenger cars in Warangal district of Andhra Pradesh" with the objectives to
study the customer satisfaction with the usage of vehicles, after sale service, key area of
strength, pricing affects, service and quality. They taken the sample of 100 respondents
and used the percentage technique. They concluded from the study that majority of
customers are satisfied with the safety, dealer service, customer relationship and
availability of spares etc.
9. Parasuraman, Zeithaml and Berry (1985) emphatically pointed out that the concept of
quality prevalent in the goods sector is not extendable to the services sector. Being
inherently and essentially intangible, heterogeneous, perishable, and entailing
simultaneity and inseparability of production and consumption, services require a distinct
framework for quality explication and measurement. One major contribution was to
provide a terse definition of service quality. They defined service quality as ‘a global
judgment, or attitude, relating to the superiority of the service’, and explicated it as
involving evaluations of the outcome. Based on this conceptualization and
operationalization, they proposed a service quality measurement scale called
‘SERVQUAL.’ The SERVQUAL scale constitutes an important landmark in the service
quality literature and has been extensively applied in different service settings.
10. Cauchick Miguel et al (2007) have highlighted the fact that competitiveness and search
for profits have called for more attention towards customer’s satisfaction and increased
organizations interest in service quality. SERVQUAL technique is applied on a
multinational company service chain including one hundred shops located throughout the
country, to assess quality service dimensions that are delivered through the perspectives
of managers and customers. It was found that the certain quality dimensions and
characteristics call for managerial attention. Responsiveness and assurance were found to
be the most relevant to shop managers and customers, respectively. Quality improvement
initiatives were proposed to enhance the service rendered by the car repair shops. The
 paper concludes that there are differences among the perspectives of shop owners and
customers with regard to quality dimensions.
11. Rajagopal (2008) has analyzed the impact of market orientation strategies and
performance of customer services on customer acquisition, retention and sales of
automobiles which reveals overall performance of automobile dealers in Mexico. The
study comprehends understanding on customer-dealer relationship in the automobile
market segment referring to key factors which establishes service quality encompassing
tangibility, responsiveness, trust, accuracy and empathy.
12. Berry, Brodeur (1990 and 1998) defined ten 'Quality Values' which influence satisfaction
behavior, further expanded by Berry in 2002 and known as the ten domains of
satisfaction. These ten domains of satisfaction include: Quality, Value, Timeliness,
Efficiency, Ease of Access, Environment, Interdepartmental Teamwork, Front line
Service Behaviors, Commitment to the Customer and Innovation