University of Calcutta: Project Report

A STUDY ON CUSTOMER SATISFACTIOIN REGARDING AFTER SALES SERVICESOF MAHINDRA&MAHINDRA
UNIVERSITY OF CALCUTTA
PROJECT REPORT
AFTER SALES SERVICE
AND
CUSTOMER SATISFACTION OF
MAHINDRA AND MAHINDRA
(Submitted for the degree of B.com (Honors) Accounting & Finance

under the University Of Calcutta)
Submitted by
Name of the Candidate : Rahul Verma

Registration No.: 016-1121-1310-12
Roll No.: 301-163
Name of the college: Syamaprasad College
SUPERVISED BY
Name of the supervisor: Tapas Kumar Ghosh

Name of the college: Syamaprasad College
Name of the university: University Of Calcutta
MONTH AND YEAR OF SUBMISSION

March, 2015
1
ACKNOWLEDGMENT
I express my thanks to the principle of college, for providing the excellent infrastructure for completion
of the project work in the esteemed organization SYAMAPRASAD COLLEGE.
I am also grateful to my parents for all their support and guidance extended in ensuring smooth and
successful Operations of the project.
I would also like to express my thanks and appreciation to my beloved friends, brother and sister for
their valuable support and co-operation and reposing continued confidence in their project
performance.
I am confident that a dedicated and valuable support of all would help me to complete the project
properly.
2
Sl. No. Titles Page No.
I. Chapter 1
 Introduction
 Background of the project

 Need of the study
 Brief review of literature
 Objectives of the Study
 Methodology
 Limitations of the study
 Chapter planning
II. Chapter 2
 Conceptual Framework
 Organization Profile
 Organization Chart
 Sampling and Research Design
 Data Collection Method
III. Chapter 3
 Presentation of data analysis
and findings  Results & discussion with Charts &
graphs
 Findings
IV. Chapter 4
 Conclusion and recommendation
 Conclusion ,Bibliography &
 Bibliography
Annexure
 Annexure
TABLE OF CONTENTS
3
INTRODUCTION
BACKGROUND OF THE PROJECT
MEANING OF THE CUSTOMER SATISFACTION:
Whether the buyer is satisfied after purchase depends on the performance in relation to the
buyers expectations in general;
"Satisfaction is a person’s feeling of pleasure or disappointment resulting from comparing a
products perceived performance (or outcome) in relation to his/her expectations.
As this definition makes clear, satisfaction is a faction of perceived performance and
expectation. If the performance fails short of expectations, the customer dissatisfied, highly many
companies are aiming for high satisfaction, because customers who are just satisfied still find it easy to
switch when a better offer comes along. Those also are highly satisfied are much less ready to switch
high rates faction or delight creates an emotional bond with the brand, net just a rational preference the
result is high customer loyalty.
Buying experiment friends and associates advice, market and competitor’s information and
promises. If marketer raises expectations too high the buying is likely to be disappointed.
4
A customer decision to be loyal or to default is the sum of many small encounters with the
company, consulting firms etc. Corporation says that in order to convert all the small
encounters to customer loyalty, companies need to create a "Brand Customer Experience".
Customer oriented thinking requires the company to define the customer’s point of view not from its
own point of view. Every product involves trade-offs, and management cannot known what these are
without talking 10 and researching customers. Thus, a car buyer would like a high performance car that
never breaks down that is safe, attractively styled and chief Since, a ll of them virtues cannot be
confined in one any the car designer must make hard chooses not on what pleases them but rather on
what customer prefer are expect. The aim, after all, is to make a sale through meeting the customer’s
need.
Why is it supremely important to satisfy to customer?
Basically because of company's sale each period comes from two group, new customer and
repeat customer. It always cost more to attract new customers than to retain current customer.
Therefore, customer retention is more critical than customer attraction.
The Key to customer retention is customer satisfaction to satisfied Customer.
 Buys again
 Talks favorably to others about the company.
 Pays less attention to competing brands and advertising.
5
NEED OF THE STUDY
Today’s customers are an important element in every business so to retain a customer and make
the loyal company is a great challenge.
This is what made me to take up this project on “A STUDY ON CUSTOMER
SATISFACTION REGARDING AFTER SALES SERVICES OF
MAHINDRA&MAHINDRA AT ROYAL MOTORS AUTOMOBILES SERVICE
CENTER KOLKATA”
The purpose of the study on customer satisfaction is regarding after sales services and to
know any suggestions to improve the Royal motors automobiles service centre, Kolkata.
6
LITERATURE REVIEW
One Japanese businessman told the magazines "our aim goes behind satisfying the customers, our aim is to
delight the customer". In fact, this is higher the great marketers. They go behind meeting the mere expectations of
the customers, when they delight a customer, the customer talks to even more acquaintances about the one
company. The delighted customers are more effective adventurous than advertisement placed in the Media.
Now let us consider what happen when the company creates an unsatisfied customer. Whereas we have
pointed out, a satisfied customer tells three people about a good product experience, an unsatisfied customer
gripes to eleven people. In fact, in one study, 13% of the people who had a problem with an organization
complain about the company to more than 20 people. Suppose each person who heard the bad story told to
eleven people. Suppose each person who told another eleven and soon. Clearly, bad word of mouth travels
faster and faster than good word of mouth and car easily poison the public's attitude about the company.
Thus, a company should be away to regularly measure customer satisfaction. It cannot rely just on
voluntary complain from customers when they are dissatisfied. In fact, 96% of the unhappy customers never tell
the company. Companies should set up survey and suggestion systems to maximize to customers opportunity to
complaint.
Objectives of the Study: -
7
1. To know the customer’s satisfaction level at Authorized Mahindra &Mahindra service centre in Kolkata.
2. To know the perception of customer’s regarding the charges/ rates offered by the service centre.
3. To know the suggestions from customer’s to improve the service center
5. .
4. To know the reasons for decline of customer’s visit at Royal motors Automobiles Service centre.
8
METHODOLOGY
Data Collection Methods:
The information necessary for this research data is collected by tapping primary and secondary sources. The
sources are as follows.
 Primary Sources:
a) Questionnaire
b) Personal interaction
 Secondary Sources:
a) Company Websites
b) Related Information from Internet
c) Company Reports Books and Publications.
 Measuring Tools:
The measurement and evaluation of the data is done using statistical tools and techniques such as simple
percentage method, mean, graphical representation with help of data code sheet using MS Excel software.
9
Sampling
Concerned to my project, the respondents were chosen Stratified Random Sampling (quota sampling).
SAMPLING PROCESS
 Area: Kolkata
 Sample Frame: consumer’s who owned Mahindra vehicles.
 Sample unit: Individual owners of Mahindra vehicle.
 Sample size: 100 Respondents of Mahindra vehicle.
 Sampling method: Stratified random sampling (quota sampling).
Research Design
The research study was made keeping in mind the various factors that were worked out in informal discussion
with the Royal motors Automobile, that would be included as a research object and the study can be based on
the objectives.
STEPS IN THE RESEARCH DESIGN
 Define the research problem
 Estimate the value of Information
 Select the data collection method
 Select the measurement technique
 Select the Sample
 Select the Analytical Approach
 Evaluate the ethics of the Research
 Specify time and financial cost
 Prepare the Research Proposal
10
1. Define the research problem
To analysis customer’s satisfaction level and Response with respect to Royal motors Automobiles Service
centre, Kolkata.
2. Estimate the value of Information
The value of information should exceed the expected cost. I am conducting the Stratified
Random sampling method. Sample sizes for my research will 100 in numbers.
3. Select the data collection method
Decided to go for survey methods i.e., stratified random sample. Using the questionnaire conducting the
survey and using Dichotomous (close-ended), rating scale and open-ended questions.
4. Select the measurement technique
Descriptive type of research, using the questionnaire with rating scale, open & close- ended questions.
5. Select the Sample
The sample would be Individual owners of Mahindra vehicle, In Kolkata.
6. Select the Analytical Approach
Analyzing the collected information with the help of percentages (%) using MS-Excel software.
7. Evaluate the ethics of the Research
The collected information (data) will be used for solving the management problem and not for
any non-ethical objects; the main objectives will be addressed.
11
8. Specify time & financial cost
 Time needed is two months (8 weeks) and the financial costs are,
 Daily expenses about 20/- for two months it would be 1200/-
 Stationary and Printing about 1500/-
 Traveling Expenses about 1000/-
Total Financial Cost = 1200+1500+1000 = 3700/-
9. Prepare the Research Proposal:
AS THE CUSTOMERS VISIT WERE GOING DOWN FROM FEW YEARS IN THE ROYAL
MOTORS AUTOMOBILES SERVICE CENTER, KOLKATA. SO THE MANAGEMENT WANTS TO
KNOW WHAT ARE THE CUSTOMERS EXPECTATION AND RESPONSES TOWARDS ROYAL
MOTORS AUTOMOBILES SERVICE CENTRE, KOLKATA.
FOR THIS PURPOSE THERE WAS NEED TO KNOW THE CUSTOMER SATISFACTION LEVEL
REGARDING AFTER SALES SERVICES OF MAHINDRA AND MAHINDRA AT ROYAL MOTORS
AUTOMOBILES SERVICE CENTRE, KOLKATA.
12
Limitations of the study
 Time constraint has prohibited from going deep into the subject.
 The information obtained or the collection of data is limited.
 The survey was conducted in this sector of respondents, thus it cannot be generalized.
13
14
ORGANISATION PROFILE
Royal motors automobile is situated at S.P Mukherjee road Kolkata. Royal Motors started
operations in 2007 with the personal range of vehicles and now deals with the entire range of Mahindra
personal and commercial vehicles
They have built state of the art infrastructure with a 10000 square foot showroom in the heart of the
city at S.P. Mukherjee Road and a massive 30000 square foot workshop on E M Bypass. Besides these, they
have showrooms and workshops at Birati and Krishnanagar and a showroom at Baruipur to serve customers
who live in the greater Kolkata area.
Royal motors automobile is a partnership firm. It has three partners and all the three partners look after
three departments. The departments are spares department, sales department, &service department. Mr. Kishore
D Shah looks spares parts department,
Mr. Dinesh D Shah looks sales department and Mr. Mahindra d shah looks service department.
Spares department has 4 employees and Sales department has three employees. These three employees
have different posts. They are sales manager and sales executives.
Service department has total 25 employees; in there are 5 clerks and 20 mechanics. Royal motors
automobiles sell every product of Mahindra and Mahindra original spare parts are sold in automobiles only and
nowhere else.
15
ORGANISATION CHART
SALES DEPARTMENT
Sales department in charge
(Mr. Dinesh D Shah)
Sales Manager
Sales Executives
SPARES DEPARTMENT
Spares Department In charge
(Mr. Kishore D Shah)
There are four employees under Mr.Kishore D Shah
16
SERVICE DEPARTMENT
Service Department In charge
(Mr. Mahindra D Shah)
In this servicing centre, there are 20 employees in that there are 15 are mechanics and rests of 5 them are
thinkers. Other than this there are 2 clerks and 1-computer operators.
PRODUCTS SOLD BY ROYAL MOTORS AUTOMOBILES IN KOLKATA
 Mahindra Bolero
 Mahindra Load king
 Mahindra FJ Minibus
 Mahindra Cab king 576 DI
 Mahindra Pik-Up-CBC
 Mahindra Bolero Sports
 Mahindra Maxx Festiva
 Mahindra Champion
 Mahindra Marshal DX Royale
 Mahindra Bolero Camper
 Mahindra Maxx
 Mahindra Touristar
17
18
ANALYSIS OF CUSTOMER SATISFACTION
1. Satisfied with overall service provided by Royal motors automobiles
1. Strongly Agree 10% 2. Agree 25%
3. Neither agree not disagree 31% 4. Disagree 18%
5. Strongly Disagree 16%
Interpretation
According to my survey, out of 100, responds 31% of the people say neither agree nor disagree about
overall service provided by royal motors Automobiles. And 25% of the people agree. And 18% of the people
disagree, and 16% of the people says strongly disagree, and lastly 10% of the people strongly agree about overall
service provided by royal motors Automobiles.
19
2. Authorized service station has sophisticated tools and techniques.
1. Strongly Agree 06 % 2. Agree 28%
3. Neither agree not disagree 32 % 4. Disagree 25%
Interpretation
Out of 100 respondents 32% of the people moderate about tools & techniques & 28% of the people
agree, &25% of the people disagree & 9%of the people says strongly disagree & 6% of the people strongly agree
for tools & techniques.
20
3. Authorized service station has sufficient and genuine spares.
1. Strongly Agree 07 % 2. Agree 36%
3. Neither agree not disagree 30% 4. Disagree 17%
Station has sufficent tools and Genuine Spares
50
40
30
Samples
20
10
0
1. Strongly 2. Agree 3 .Neither 4. Dis agree 5. Strongly
Agree Agree nor Dis agree
dis Agree
Respondents
Interpretation
From the source of field survey, out of 100 respondents 36% of the people agree with sufficient & genuine
spares, & 30% of the people moderate with the spares, & 17% of the people disagree, & 10% of the people
strongly disagree,& remaining 7% of the people strongly agree for sufficient & genuine spares.
21
4. Labour charges compared to Authorized service and roadside Mechanics.
1 Very high 60% 2 High 32%
3 Economical 08 % 4 Low 0%
Labour Charges
70
60
50
Samples
40
30
20
10
0
1. Very high 2. High 3. Economical 4. Low
Respondents
Interpretation
According to my survey 60% of the people say labour charge is very high in the Royal motors Automobiles as
compared to roadside or any other Authorized service centre, & 32% of the people say labour charge is high &
remaining 8% of the people say labour is reasonable & nobody is ready to agree with low labour charges.
22
5. Delivery as per schedule.
1 Always 10% 2 Most of times 25%
3 Some Times 45 % 4 Never 20%
Delivery as per schedule
50
40
30
20
10
0
1. Always 2. most of the 3. Some times 4.Never
times
Respondents
Interpretation
45% of the respondents are disagree with the delivery of vehicle timings and 25% of the respondents are
moderate, 20% of them said they never get timely, and 10% of them are agree with the delivery as per schedule.
23
6. On Road Break down Service.
1 Poor 11% 2 Fair 46%
3 Good 36% 4 Excellent 07%
Break down Service
60
50
40
Samples
30
20
10
0
1.Poor 2.Fair 3.Good 4.Excellent
Respondents
Interpretation
In the samples taken out of 100 respondents 46% of the people says on road break down service is fair, &36%
of the people says good & 11% people says poor, & remaining people says on road break down service is
excellent.
24
7. Whether people at service station are cooperative or not.
Attributes Low Moderate High Very High
Works Manager 20 23 38 19
Service Advisor 13 25 44 18
Service Supervisor 15 27 39 19
Technicians 22 16 34 28
People at service station are cooperative
50
40
30
low
20
moderate
10
high
0
very high
works Service service Technicians
manager Advisor Supervisor
Respondents
Interpretation
Based on my survey the customers says that works manager is 38% high, 20% low &23% moderate with
them at service station and service advisor is 44% is high, 13% low and 25% moderate with them and
service supervisor is 39% is high , 15% is low and 27% moderate with them. And technicians are 34%
high, 22% low and is 16% moderate with them at service station.
25
8. It is helpful if service station is kept open on Sundays
Yes 80%
No 20%
Service Station kept on Sundays
No;
20;
20%
Yes;
80;
80%
Interpretation
From the source of field survey nearly 80% of people say it is helpful to them, if service station is kept
open on Sunday’s.
26
9. Whether you would recommended Royal motors service station to others.
Yes 71%
No 29%
Recommend to others
No; 29
Yes ; 71
Interpretation
According to my survey 71% of people say that, they are recommended Royal motors automobiles to
others. And 29% of people are not recommended Royal motors automobile to others.
FINDINGS:
 According to my survey, out of 100, responds 31% of the people says neither agree nor disagree about overall
service provided by Royal motors Automobiles
 Out of 100 respondents 32% of the people moderate about tools & techniques
 From the source of field survey, out of 100 respondents 36% of the people agree with sufficient & genuine
spares,
27
 According to my survey 60% of the people say labor charge is very high in the Royal motors Automobiles as
compared to roadside or any other Authorized service centre.
 45% of the respondents disagree with the delivery of vehicle timings.
 In the samples taken out of 100 respondents 46% of the people say on road break down service is fair.
CONCLUSION & RECOMMENDATIONS:-
CONCLUSION:
According to my survey majority of the customers are not satisfied with overall service provided by Royal motors
Automobiles, they expect management should provide:-
 Sophisticated tools and techniques.
 Genuine spare parts.
 Reduction in labor charges.
 Timely delivery of vehicle.
So Management should concentrate on these aspects to satisfy their customers.
RECOMMENDATION:
 Management should make availability of sufficient tools and techniques and genuine spare parts.
28
 Management should try to reduce labor charge and service charges as much as possible.
 Management should maintain delivery timings and on road break down service’s as they promised to their
customers.
 In the samples taken out of 100 respondents 46% of the people say on road break down service is fair.
 From the source of field survey nearly 80% of people say it is helpful to them, if service station is kept open on
Sunday’s.
BIBLIOGRAPHY
1. COMPANY MAGAZINES AND MANUALS.
2. WEB SITES -
a. www.Mahindra and Mahindra.com
b. www.google.com
29
ANNEXURE-1
Supervisor’s Certificate
This is to certify that Mr. Rahul Verma, a student of B.Com Honours in Accounting & Finance of Syamaprasad
College under University of Calcutta has worked under my supervision and guidance for his Project Work with the
title AFTER SALES SERVICE AND CUSTOMER SATISFACTION OF
MAHINDRA AND MAHINDRA.
The project report, which he is submitting, is his genuine and original work to the best of my knowledge.
Place: Kolkata Signature:

Date: Name : Rahul Verma
Address: Usha Park, Kadamtala,
P.O- Garia, Kolkata-700074
Roll No.: 301-163
Annexure-2
Student’s Declaration
I hereby declare that the Project Work with title AFTER SALES SERVICE AND CUSTOMER SATISFACTION
OF MAHINDRA AND MAHINDRA submitted by me for the partial fulfillment of the degree of B.Com. Honours
30
in Accounting & Finance under the University of Calcutta is my original work and has not been submitted earlier to
any other University/Institution for the fulfillment of the requirement for any course of study.
I also declare that no chapter of this manuscript in whole or in part has been incorporated in this report from any
earlier work done by others or by me. However, extracts of any literature which has been used for this report has
been duly acknowledged providing details of such literature in the reference.
Place: Kolkata Signature:

Date: Name : Rahul Verma
Address: Usha Park, Kadamtala,
P.O- Garia, Kolkata-700074
Roll No.: 301-163
31

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A STUDY ON CUSTOMER SATISFACTIOIN REGARDING AFTER SALES SERVICESOF MAHINDRA&MAHINDRA

(Submitted for the degree of B.com (Honors) Accounting & Finance

Name of the Candidate : Rahul Verma

Name of the supervisor: Tapas Kumar Ghosh

MONTH AND YEAR OF SUBMISSION

Sl. No. Titles Page No.

 Background of the project

BACKGROUND OF THE PROJECT

MEANING OF THE CUSTOMER SATISFACTION:

buyers expectations in general;

"Satisfaction is a person’s feeling of pleasure or disappointment resulting from comparing a

products perceived performance (or outcome) in relation to his/her expectations.

As this definition makes clear, satisfaction is a faction of perceived performance and

result is high customer loyalty.

encounters to customer loyalty, companies need to create a "Brand Customer Experience".

Why is it supremely important to satisfy to customer?

Therefore, customer retention is more critical than customer attraction.

The Key to customer retention is customer satisfaction to satisfied Customer.

 Talks favorably to others about the company.

 Pays less attention to competing brands and advertising.

NEED OF THE STUDY

the loyal company is a great challenge.

This is what made me to take up this project on “A STUDY ON CUSTOMER

SATISFACTION REGARDING AFTER SALES SERVICES OF

MAHINDRA&MAHINDRA AT ROYAL MOTORS AUTOMOBILES SERVICE

Objectives of the Study: -

3. To know the suggestions from customer’s to improve the service center

Data Collection Methods:

sources are as follows.

b) Related Information from Internet

c) Company Reports Books and Publications.

 Sample Frame: consumer’s who owned Mahindra vehicles.

 Sample unit: Individual owners of Mahindra vehicle.

 Sample size: 100 Respondents of Mahindra vehicle.

 Sampling method: Stratified random sampling (quota sampling).

STEPS IN THE RESEARCH DESIGN

 Define the research problem

 Estimate the value of Information

 Select the data collection method

 Select the measurement technique

 Select the Sample

 Select the Analytical Approach

 Evaluate the ethics of the Research

 Specify time and financial cost

 Prepare the Research Proposal

1. Define the research problem

2. Estimate the value of Information

3. Select the data collection method

4. Select the measurement technique

5. Select the Sample

The sample would be Individual owners of Mahindra vehicle, In Kolkata.

6. Select the Analytical Approach

7. Evaluate the ethics of the Research

any non-ethical objects; the main objectives will be addressed.

8. Specify time & financial cost

 Daily expenses about 20/- for two months it would be 1200/-

 Stationary and Printing about 1500/-

 Traveling Expenses about 1000/-

Total Financial Cost = 1200+1500+1000 = 3700/-

9. Prepare the Research Proposal:

MOTORS AUTOMOBILES SERVICE CENTER, KOLKATA. SO THE MANAGEMENT WANTS TO

MOTORS AUTOMOBILES SERVICE CENTRE, KOLKATA.