Customer-Satisfaction- Hyundai-Motors.doc

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A PROJECT REPORT

ON

CUSTOMER SATISFACTION ON HYUNDAI MOTORS

LAKSHMI HYUNDAI INDIA LTD

BY

V.NIRMALAROLL.NO: 08141E0004

Subm!!"# $ %&'!&( )u()((m"$! *) &+&'# *) D",'"" *)

MASTER OF BUSINESS ADMINISTRATION

-008 / 010

SAMI RAMANANDA TIRTHA INSTITUTE OF

SCIENCE AND TECHNOLO2Y3

AFFLIATED TO JNTU3 AICTE3RAMANANDA NA2AR3NAL2ONDA.

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CONTENTS

Pae

(. )#$*O+,$)O# -(

)ntro"uction to automobile in"ustry

Objecti0e of the stu"y

#ee" of the stu"y

1imitations of the stu"y

$ools an" techni2ues

3. *E)E5 OF 1)$E*$,*E (6-3

. O7P#Y P*OF)1E 34-8

4. ,#+E*$9)#: 9EY +E1)*)E; (-44

3

. ##E?,*E >->6

6. @)@1)O:*PAY >=-8

=. AY,#+) * 7O+E1; (-4

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CHAPTER1

INTRODUCTION

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Au!*m*b(" I$#u5!'6 H5!*'6

)n the year (>=! a French enineer by the name of #icolas B. unot in0ente" the first

automobile to run on roa"s. $his automobile! in fact! was a self-powere"! three-wheele"!

military tractor that ma"e the use of a steam enine. $he rane of the automobile!

howe0er! was 0ery brief an" at the most! it coul" only run at a stretch for fifteen minutes.

)n a""ition! these automobiles were not fit for the roa"s as the steam enines ma"e them

0ery hea0y an" lare! an" re2uire" ample startin time. Oli0er E0ans was the first to

"esin a steam enine "ri0en automobileinthe,.;.

;cotsman! *obert n"erson! was the first to in0ent an electric carriae between (63

an" (6=. Aowe0er! $homas +a0enport of the ,.;.. an" ;cotsman *obert +a0i"son

were amonst the first to in0ent more applicable automobiles! ma&in use of non-

rechareable electric batteries in (643. +e0elopment of roa"s ma"e tra0ellin

comfortable an" as a result! the short rane"! electric battery "ri0en automobiles were no

more the best option for tra0ellin o0er loner "istances.

$he utomobile )n"ustry finally came of ae with Aenry For" in (=(4 for the bul&

pro"uction of cars. $his lea" to the "e0elopment of the in"ustry an" it first beun in the

assembly lines of his car factory. $he se0eral metho"s a"opte" by For"! ma"e the new

in0ention Cthat is! the carD popular amonst the rich as well as the masses.

ccor"in the Aistory of utomobile )n"ustry ,;! "ominate" the automobile mar&ets

aroun" the lobe with no notable competitors. Aowe0er! after the en" of the ;econ"

5orl" 5ar in (=4


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such as Bapan an" certain European nations aine" momentum an" within a 0ery short

perio"! beinnin in the early (=68s! the ,.; utomobile )n"ustry was floo"e" with

forein automobile companies! especially those of Bapan an" :ermany.

$he current tren"s of the :lobal utomobile )n"ustry re0eal that in the "e0elope"

countries the utomobile )n"ustries are stanatin as a result of the "roopin car mar&ets!

whereas the utomobile )n"ustry in the "e0elopin nations! such as! )n"ia an" @rail!

ha0e been consistently reisterin hiher rowth rates e0ery passin year for their

flourishin "omestic automobile mar&ets.

$hose who are intereste" in atherin more information about the Au!*m*b(" I$#u5!'6!

may browse throuh the followin lin&s

*'(# Au!*m*b(" I$#u5!'6

Au!*m*b(" I$#u5!'6 T'"$#5 I$#& Au!*m*b(" M&'7"!

I$#& Au!*m*b(" I$#u5!'6

T" *'(# Au!*m*b(" I$#u5!'6 5 !u'$"# !* !" #"9"(*%$, m&'7"!5.

5ith the "e0elope" mar&ets almost saturate"! the 5orl" utomobile )n"ustry is nowfocuse" on the "e0elopin mar&ets of ;outh merica an" sia! an" Eastern Europe with

special emphasis on @*) C@rail! *ussia! )n"ia! an" hinaD.

s per the reports of the )nternational Oraniation of 7otor ehicle 7anufacturers or

O)Cthe association of the companies in0ol0e" in 5orl" utomobile )n"ustryD! for the

fiscal en" in 388>! the automobile manufacturers in the ,.;. ha0e been o0erta&en by

those in Bapan! in terms of the total 0olume of automobile units manufacture" worl"wi"e.

-8! was 0ery close to the (


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Followin )n"ia's rowin openness! the arri0al of new an" eistin mo"els! easy

a0ailability of finance at relati0ely low rate of interest an" price "iscounts offere" by the

"ealers an" manufacturers all ha0e stirre" the "eman" for 0ehicles an" a stron rowth ofthe )n"ian &u!*m*b(" $#u5!'6.

$he "ata obtaine" from ministry of commerce an" in"ustry! shows hih rowth obtaine"

since 388(- 83 in automobile pro"uction continuin in the first three 2uarters of the 3884-

8.8 per cent in pril-+ecember! 3884H the rowth rate in 388-

84 was (


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@ajaj uto

+aewoo 7otors )n"ia

Aero 7otors Ain"ustan 7otors

Ayun"ai 7otor )n"ia 1t".

*oyal Enfiel" 7otors

$elco

$; 7otors

+ +esins

;waraj 7a"a 1t"

2*9"'$m"$! &5 (b"'&(! Ayun"ai 7otor ompany CA7D was born out of the Ayun"ai

@usiness roup! the nationKs larest conlomerate with the purpose of enterin the

automobile in"ustry to meet the rowin "omestic "eman" for cars. ;ince then! A7 has

playe" a major role in pro0i"in transportation to further 9oreaKs economics rowth an"

prosperity.

E$!'6 *) H6u$#& M*!*' C*m%&$6 $ !" I$#&$ M&'7"!.

Ayun"ai establishe" its presence in )n"ia by openin a subsi"iary calle" LAyun"ai 7otor

)n"ia 1imite"M with a total in0estment of ,;I >(4 7illions. $he Ayun"ai project is the

larest to be ma"e by an 7# in the automobile sector. $he plant near hennai! in the

state of $amil #a"u is the larest manufacturin plant of Ayun"ai motors outsi"e 9orea

an" contains nearly all facilities necessary for a self sufficient manufacturin an"

pro"uction site for "e0elopin cars. $his assembly plant not only boasts it sown assembly

facilities but also a *Q+ center! a performance eperimentin an" testin center! an" a

"ri0in testin roun". s such! the )n"ia plant represents a family-type combine"

automobile assembly facility! capable of all pro"uction processes! research an"

"e0elopment! testin of pro"ucts! mar&etin for sales an" pro0ision of after sale ser0ice

in )n"ia.

)n (==! Ayun"ai 7otor )n"ia limite" launche" L;antroM the best small car at its

worl"wi"e "ebut in #ew +elhi. ;antro is basically a face lifte" 0ersion of the LtosM.

;antro was intro"uce" in three "ifferent mo"els ha0in 0aryin features. ;antro was a

runaway success in the )n"ia mar&et an" became famous as the $all @oy car. )t toppe" the

0olumes year after year in its sement.

P'*#u;!5 '*(($, *u! *) H6u$#& M*!*' I$#& L!#.

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$he pro"ucts that come out of the Ayun"ai 7otorKs "es& are

(. ;antro Rin

3. ccent

. i38

4. ;onata

. :et

;antro Rin is a small sement car! with four "ifferent 0ersions! an" is price" between

.6 1a&hs to 4.3 1a&hs. $he four 0ersions are name".

(. ;antro Rin ?E

3. ;antro Rin ?$

. ;antro Rin ?:

4. ;antro Rin ?;

ccent is me"ium-sie" car comin in si "ifferent 0ersions! an" is price" between

1a&hs to 1a&hs. $he si 0ersions are name".

(. ccent *+)

3. ccent :;

. ccent :1?

4. ccent :1;


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3. sta

. staCOD

;onata is a luury car price" between (41a&hs to (61a&hs.

)(8 is a small car comin in the nine "ifferent 0ersions! an" is price" between .3=1a&hs

to 1a&hs. $he nine 0ersions name"

(. +-1ite C(.(D

3. Era C(.(D

. 7ana

4. 7ana $

. ;port C$D

. sta

6. sta ;*

=. sta ;* C$D



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:et is me"ium car comin in the se0en "ifferent 0ersions! an" is price" between

.


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2*&( *) H6u$#& / T* bu(# !" +*'(#G5 b"5! u&(!6 ;&'5

PROFILE OF LAKSHMI HYUNDAI

$he success story is scripte" throuh har" wor&! "etermination an" unitirin efforts of thehairman M'.R&m& M*&$& R&*. @ein an enineer who was sa00y of automobiles! hestarte" his career with A.P. S;**!"'5 #"&("'5% an" because of the "e"icate"

performance was allotte" with H"'* H*$#& "ealership in (=6. $he success of these"ealerships le" to the entry into the four wheeler sement. )n the year (==6. 5e wereappointe" as the first "ealer of Ayun"aiM*!*'5

$he la&shmi Ayun"ai showroom was inauurate" by the "ynamic S'.N&'&C&$#'&b&bu Nu.

$he show rooms are situate" in prime locations an" are one of a &in". $he strenth ofAyun"ai an" Aon"a technoloy an" the "ynamism of 7r.*ama 7ohana *ao ha0e helpe"the L&75m 2'*u% scale new frontiers an" ecee" limits.

T" )(&,5% *) L&75m 2'*u%

L&75m M*!*'5 inauurate" in (=6= in an area of (3888 sft.

S' L&75m M*!*'5 inauurate" in (==> in an area of (


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Aar" wor& heral"s success! this is true in e0ery wal& of life. $he success story of the1a&shmi :roup is also scripte" throuh har" wor& ! "etermination an" untirin efforts ofOur hairman S' K. R&m& M*&$& R&* ! a 2ualifie" E$,$""' ! M"mb"' *)

P&'(&m"$! ! a successful "$!'"%'"$"u' an" abo0e all a man with a heart.

)nspire of his busy sche"ule in the ser0ice of his country ! he personally o0ersees theinterests of his customers. ustomers relationship is the mantra he belie0es an" "oes notcompromise on any issue with rear" to customer ser0ice. 7r. *ama 7ohana *ao 0erymo"estly accor"s a reat "eal of cre"it for his success to his team.

7r. *ama 7ohana *ao wor&s on some simple but effecti0e principles%

humane approach to business.

practical approach of problem sol0in.

oncern towar"s other's problems.

Ae has inculcate" "iscipline! ser0ice orientation! an" abo0e all importance to customersatisfaction to his entire staff an" with this encouraement an" support the staff has been

performin out of their s&in to see 1a&shmi :roup where it shoul" be. A! !" !*%.

bo0e all! his lea"ership has earne" him reat respect an" he has been personallyresponsible for the success story.

M("5!*$"5

1a&shmi 7otors inauurate" in (=6= in an area of (3888 sft.

;ri 1a&shmi 7otors inauurate" in (==> in an area of (


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CHAPTER4

UNDERTAKIN2 THE KEY

DELIVERIES



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UNDERTAKIN2 THE KEY DELIVERABLES

Hum&$ $!"'&;!*$

ustomer ser0ice is a tas&! other than proacti0e sellin! that in0ol0es interactions with

customers in person! by telecommunications! or by mails. )t is "esine"! proramme" an"

communicate" with two oals in min"% operational efficiency an" customer satisfaction.

typical cateoriation of the ser0ices base" on who performs the action within the

ser0ices cape can be

(. ;elf-ser0ice Ccustomer onlyD- $7! 7o0ie $heater3. )nterpersonal ser0ices-ban&s! restaurants

. *emote ser0ices Cemployee onlyD telephone mail or"er "es&.

$he superiority of the pro"uct has to be complemente" with a hih 2uality of ser0ices!

which i0es a competiti0e e"e to the oraniation. hih stan"ar" of ser0ice is what

sets apart one oraniation from another! an" ultimately attracts the customer to the

"oorsteps.

;er0ices at the showroom fall in the secon" cateory where there is a hih compleity of

interaction an" hence it becomes necessary for the personnel to be a"ept in respon"in to

the customer coniti0ely! emotionally an" psycholoically.

$he 0arious aspects an" characteristics of ser0ice pro0ision! which ha0e been ta&en into

consi"eration of a customer care team/ sales consultant are



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(. Politeness

3. ourteousness

. Pro"uct &nowle"e4. Process &nowle"e

. *esponsi0eness an" supporti0eness.

P'*#u;! $)*'m&!*$

onsumers obtain information about pro"ucts an" ser0ices from personal sources Cfrien"s

an" epertsD an" from the non-personal sources Cmass an" selecti0e me"iaD.

5hen purchasin oo"s! consumers employ both personal an" non-personal sources

since both effecti0ely con0ey information about search 2ualities.

$his is especially true for hih in0ol0ement pro"ucts such as cars! two-wheelers! "urables

etc.

7ass me"ia can con0ey information about search 2ualities but can con0ey a little about

eperience 2ualities. lso! mass me"ia cannot elaborate on the finer aspects an" hence it

becomes imperati0e for a showroom to pro0i"e the complete information about the

pro"uct! pricin an" the offers.

$he showroom can pro0i"e information by a"optin the below mentione" list

(. @roachers! leaflets an" pricelists easy reference an" han"y.

3. ;ales consultant

. $est "ri0e han"s-on eperience.

@roachers! leaflets an" pricelist are the basic sales tools! which elaborately i0e the

pro"uct specifications! promotional offers an" schemes at han" an" the pricin of 0arious

mo"els at "isplay.



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;ales consultant has to be &nowle"eable to un"erstan" the nuances of the specification

an" shoul" be able to con0ey the same to the prospecti0e customers. $he sales

consultants han"le the 0arious 2ueries Ctechnical an" commercialD an" clears theimpen"in "oubts of the in2uisiti0e customer.

$est "ri0e the last part in pro0i"in information to the customer an" i0es the customer

a han"s on eperience of the pro"uct performance

Tm" &$# P'*m%!$"55.

One of the factors! which has to match the eaerness an" the enthusiasm of the customer

is 2uic& an" prompt "eli0ery of the ser0ice.

fter the customer has ma"e a "ecision to o ahea" with the purchase the net loical

se2uence of steps woul" be a process the re2uire" "ocuments! boo& the or"er! confirm the

or"er! inform the customer about the "ate of "eli0ery an" prepare the re2uire" "ocuments

for the "eli0ery of the 0ehicle.

Or"er boo&in-$his is the process where the onus lies completely on the personnel

"ealin with the customer. $he customer has to be i0en the riht information rear"in

the "ocuments! time ta&en to process the "ocuments an" close the "eal.

)t is also the responsibility of the 0arious "epartments in0ol0e" to pro0i"e a 2uic& ser0ice

to ensure that the customer has a oo" an" satisfyin eperience.

+eli0ery on "ate an" time- once the pro"uct is "eli0ere" it can be assume" that a sale has

been "one. $he paper wor& to be carrie" out has to be "one at a 2uic& pace. $his can be

obser0e" in the responses of those 3


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L#othin is consistent by chane.M

onsistency is a matter of eperience. $he epectation of ser0ice rows from e0ery

eperience the customer has "urin the sales process. For e.! the customer woul" epect

the same responsi0eness from the sales person "urin the or"er processin as it was

"urin the pre-sales! any aberration woul" create a sense of insecurity an" woul" thereby

breach the bon" of trust establishe" between them.

)nconsistency in ser0ice is cause" by e0er chanin epectations of the customer. $his

poses a challene of maintainin the 2uality of ser0ice in e0ery LencounterM. $he

epectations are not just relate" to the profile of the customer but also to the occasion an"

moo"s! ser0ice firms fin" it "ifficult to meet the epectations of the customers all the

time without affectin the 2uality of ser0ice.

Furthermore! the characteristic of perish ability ma&es the ser0ice non-storable. $hey

eist while they are bein "eli0ere" / consume". $his poses the manaement! problem of

manain the match an" capacity plannin.

)n the analysis we ha0e chosen to analye the consistency maintaine" in offerin ser0ices

relatin to the human interaction as well as the processin of the "ocuments. $his

becomes important in the liht of these ser0ices bein offere" in pre-sales an" post sales

scenario! an" auin the consistency le0els at these two staes i0es a fair i"ea of the

consistency maintaine" in the ser0ices offere".

onsistency in human interaction is obser0e" in the pre-sales! or"er processin an" post

sale staes.

C*$9"$"$;"

$he objecti0e of the customer care personnel is to pro0i"e con0enient an" comfortable

ser0ice an" not to push the customer to ma&e the purchase. 5hile basic facilities are

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ma"e a0ailable! the customer care personnel ha0e to ma&e sure that customer "oesnKt feel

any incon0enience while the sales process is on.

on0enience "oes not only refer to the physical comforts such as seatin! a0ailability of

rest rooms etc. but also to mental con0enience a in helpin out the customer to reach a

"ecision! pro0i"in rele0ant information to the customer for e0aluatin the 0arious

options! ma&in sure that it is one-stop shop Ca""itional accessories bein ma"e a0ailable

li&e stereo systems! re0erse ear buers etc.D eplain the basic functionally of the

pro"uct etc.

)t is helpful to offer customers information in printe" formH oo" sinin is 0ery

important at ser0ice "eli0ery points an" on self-ser0ice e2uipment. $he customer care

personnel ha0e to ma&e the first mo0e an" approach the 0isitors instea" of ma&in the

0isitors as& for some ui"ance. $he 0isitors ha0e to be communicate" how to use an"

how not to use the facilities at offer.

$he concentration has been focuse" on chec&in the con0enience of the customers on

aspects such as

(. $imins

3. $est "ri0e

. 0ailability of accessories

4. ;ufficient fuel to reach the nearest petrol station

. )mpartin the basic mechanical functionalities of the car.



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T&b("1

Hum&$ I$!"'&;!*$

;#O OP)#)O# PO1)$E 9#O51E+:E 5**#$Y P*E;E#E

( YE; 66 =8 6< 6>

3 #O (3 (8 (< (4

$O$1 (88 (88 (88 (88

I$)"'"$;"5

$he raph clarity in"icates that approimately =8J of the customers are positi0e about the

human interaction at the showroom.



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I$!"'%'"!&!*$

$he personnel score a hih = Cappro.D in bein courteous! polite! &nowle"eable an"

communicatin the warranty an" sche"ule but there is a sliht "ecrease in the attention

pro0i"e" at the time of "eli0ery! which is area to concentrate. #e0ertheless! the o0erall

human interaction is abo0e the acceptable le0els.

T&b("

P'*#u;! I$)*'m&!*$

;#O OP)#)O# )1@)1)$Y 9#O51E+:E $E;$ +*)E

( YE; 66 6> 66

3 #O (3 (4 (3

$O$1 (88 (88 (88

I$)"'"$;"5

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$he raph shows that the brochures! leaflets an" price list are rea"ily a0ailable. ppro.

6


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( YE; =8 66 =3

3 #O (8 (3 86

$O$1 (88 (88 (88

I$)"'"$;"5

64 customers ha0e respon"e" positi0ely about the wor& bein carrie" out 2uic&ly. 3 63

3 #O (4 (6

$O$1 (88 (88

I$)"'"$;"5

C*$55!"$;6 $ %'*;"55$,:

$he customers ha0e respon"e" positi0ely! about 68 people Ca0.D of them obser0in that

the processin has maintaine" a consistent le0el.

I$!"'%'"!&!*$

$he showroom maintains a consistency le0el of 6


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C*$55!"$;6 $ Hum&$ I$!"'&;!*$

;#O OP)#)O# 1$E*#$)E; 1$E*#$)E;

( YE; =8 66

3 #O (8 (3

$O$1 (88 (88

C*$55!"$;6 $ Hum&$ $!"'&;!*$

$he interaction with the customers has fallen from =prior to the sale to 6> after the sale

is "one.

I$!"'%'"!&!*$

$he showroom maintains a consistency le0el of 6< Ca0. of processin consistency an"

consistency in human interactionD! which is acceptable.



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T&b("@

C*$9"$"$;"

I$)"'"$;"5

$he showroom scores a 0ery hih percentae in pro0i"in con0enience to the customers.

I$!"'%'"!&!*$

$houh there are 38 of people who ha0e not utilie" the finance option pro0i"e" by the

showroom! the point to be ta&en is that 68 of the customers ha0e utilie" the options

pro0i"e" by the showroom.

;#O OP)#)O# 7EA#) F,E1 $E;$ )1@)1)$Y O#E#)E#E

( YE; 63 =8 66 6> 64

3 #O (6 (8 (3 (4 (>

$O$1 (88 (88 (88 (88 (88

4D re you satisfie" with your 0ehicleKs mileaeN

;l.#o ehicleKs mileae #o of percentae

Yes >(@ #o (4

I$!"'%'"!&!*$ :

Ye)

'* 61

N+

!* 14

' Ye)

! N+


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$he followin raph shows the number of people who satisfie" with mileae ofthe 0ehicle in the total respon"ents response i0en by persons Yes by >( an" #o

by (4.

D 5ill you recommen" Ayun"ai pro"uct to anybo"yN

;l.#o *ecommen"ation #o of percentae

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1a&shmi Ayun"ai enjoys a hih patronae from its customers.

7ost of the customers ha" a oo" eperience of shoppin at 1a&shmi Ayun"ai.

$he satisfaction le0els can also measure" with the le0el of recommen"ations to

frien"s an" associatesH )t is e0i"ent that more than 68J customers are satisfie"

with the ser0ice offere" at 1a&shmi Ayun"ai.

$he probability that the customers woul" repeat that purchase at the same

showroom is hih! which is a oo" sin.

$he sale satisfaction in"e of 1a&shmi Ayun"ai showroom is 6.4 on scale of ten

Crefer pae 3D! which is eceptionally oo"! the showroom shoul" persist on hih

le0els of commitment to maintain the oo" imae it has create". $he in"ustry ;;)

C388D is (84 out of (3> accor"in to B + Power sia pacific. n" Ayun"ai scores

(8< out of (3


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$he o0erall sales satisfaction in"e from the stu"y re0eals that the company is

performin 0ery well an" customers buyin are much satisfie" with the ser0icei0en to them.

$he only couple problem notice" are%

;ome of the customers ha0e complaine" about the slac& in the

"eli0ery process an" timins. $herefore! this is the area which )

recommen" to the showroom to focus a little bit more. )t nee"s to

impro0e its "eli0ery process an" time. #ee" to become little 2uic&

an" fast.

;ome of the customers ha0e also complaine" about the after

purchase ser0ices pro0i"e" by the showroom. E0en thouh the

complaints are minor! the showroom nee"s to resol0e the

customer after purchase ser0ice issues in or"er to achie0e

customer satisfaction.

>

Documents

Customer-Satisfaction- Hyundai-Motors.doc