1.1 CUSTOMER RELATIONSHIP MANAGEMENT

Customer relationship management (CRM) is an approach of managing company’s interaction with current and future customers. It often involves using technology to organize, automate, and synchronize sales, marketing, customer service, and technical support.

“CRM is concerned with the creation, development and enhancement of individualised customer relationships with carefully targeted customers and customer groups resulting in maximizing their total customer life-time value”.CRM is “the development and maintenance of mutually beneficial long-term relationships with strategically significant customers”.CHARACTERISTICS :

CRM is a customer-oriented feature with service response based on customer input, one-to-one solutions to customers' requirements, direct online communications with customer and customer service centres that are intended to help customers solve their issues. It includes the following functions:

Sales force automation, which implements sales promotion analysis, automates the tracking of a client's account history for repeated sales or future sales, and coordinates sales, marketing, call centres, and retail outlets.

Data warehouse technology, used to aggregate transaction information, to merge the information with CRM products, and to provide key performance indicators.

CRM systems that track and measure marketing campaigns over multiple networks, tracking customer analysis by customer clicks and sales

ORIGIN OF CRM

Customer relationship management was originated in early 1970s. CRM came as a process that dealt with relationships with customers surpassing the whole business.

As said by Father of management “The true business of every company is to make and keep customers”

The changing business environment is characterized by economic liberalization, increasing

competition, high consumer choice, demanding customer, more emphasis on quality and

value of purchase etc. All these changes have made today’s producer shift from traditional

marketing to modern marketing. Modern marketing calls for more than developing a product,

pricing it, promoting it and making it accessible to target customer. It demands building trust,

a binding force and value added relationship with the customers. The process of developing a

cooperative and collaborative relationship between the buyer and seller is called customer

relationship management shortly called CRM.

1

1.2 INTRODUCTION TO AUTOMOBILE INDUSTRY Automobile, self-propelled vehicle used primarily on public roads but adaptable to other

surfaces. Automobiles changed the world during the 20th century, particularly in the United

States and other industrialized nations. From the growth of suburbs to the development of

elaborate road and highway systems, the so-called horseless carriage has forever altered the

modern landscape. The manufacture, sale, and servicing of automobiles have become key

elements of industrial economies. But along with greater mobility and job creation, the

automobile has brought noise and air pollution and automobile accidents rank among the

leading causes of death and injury throughout the world. But for better or worse, the 1900s

can be called the Age of the Automobile and cars will no doubt continue to shape our culture

and economy well into the 21st century. Automobiles are classified by size, style, number of

doors, and intended use. The typical automobile, also called a car, auto, motorcar, and

passenger car, has four wheels and can carry up to six people, including a driver. Larger

vehicles designed to carry more passengers are called vans, minivans, omnibuses, or buses.

Those used to carry cargo are called pickups or trucks, depending on their size and design.

Minivans are van-style vehicles built on a passenger car frame that can usually carry up to

eight passengers. Sport-utility vehicles, also known as SUVs, are more rugged than passenger

cars and are designed for driving in mud or snow.

In 2012 manufacturing plant in more than 25 countries produced 73.2 million passenger

cars .The automobile is built around an origin various systems supply the origin with fuel,

cool it daring operation, lubricate its moving parts and remove exhaust gases it creates. The

origin produces mechanical power that is transmitted to the automobile’s wheels through

adverting which includes a transmission. One or more dive shafts, a differential gear and

axles. Suspension system which includes sparing and shock absorbers, customs the ride and

help protect the vehicle from being damaged by bumps heavy loads and other series. Wheel

and tares support vehicles on the road way and when rotated by powered axles; propel the

vehicle forward or backward Steering speed. An electrical system starts and operates the

engine monitor and control many aspects of the vehicle operation and powers such

components as head light and radios. Safety features such as bumpers air bugs and seat bells

help protect occupants in an accident

2

1.3 HISTORY OF AUTOMOBILE INDUSTRY

The history of the automobile actually began about 4100 years ago when the first wheel was

used to transportation in India. In the early 15th century Portuguese arrived in china and the

interaction of the two cultures leaded to variety of new technologies including the creation of

a wheel. By the 1600’s small steam powered engine models had been developed but it was

another century before a full sized engine powered vehicle was created. IN 1769 French

Army Officer Captain Nicolas joseph Cugsnot built what has been called the first automobile

cugnotsparel wheeler steam powered vehicle carried four people. Designed to move artillery

pieces. It has a top speed of a title more than 3.2km/h and had a stop every 20 minutes to

build up a fresh head of steam. As easily in 1801 successful but very heavy steam automobile

type introduced in England laws barred them from public road and forced their owners to run

them like train or private tracks their owners to run them like train or private tracks in 1802 a

steam powered coach designed by British Engineer. Richard Trethvick journed more than

160km from corn wall to London. Steam powered caught the attention of other vehicle

builders. In 1804, American inventor Oliver Evans built a steam powered car in 1828. British

inventor a valterHandcock build a series of steam carriages in the mid 1830’s thus were used

for the first omnibus service in London. By the mid 1800’s England had an extensive network

of coach line. Horse-drawn stagecoach companies and the new rail road companies pressured

the British parliament to approve heavy it’s on steam-powered road vehicles. The tolls

quickly drove a steam quickly drove a steam coach operators out of business.During the early

20th century steam cars were popular in the United states. Most famous was the Stanley

steamer, built by American Twin brothers Freelan and Francis Stanley.

3

1.4 HYUNDAI MOTOR COMPANY

The Hyundai Motor Company is a South Korean multinational automaker headquartered

in Seoul, South Korea. The company was founded in 1967 and along with its 32.8% owned

subsidiary, Kia Motors, together comprise the Hyundai Motor Group, which is the world's

fifth largest automaker based on annual vehicle sales in 2012. In 2008, Hyundai Motor

(without Kia) was ranked as the eighth largest automaker. As of 2010, the Company sold

over 3.6 million vehicles worldwide. Hyundai operates the world's largest integrated

automobile manufacturing facility in Ulsan, South Korea, which has an annual production

capacity of 1.6 million units. The company employs about 75,000 people worldwide.

Hyundai vehicles are sold in 193 countries through some 6,000 dealerships and showrooms.

1.5 VISION:

“Our Team provides value for your future”

1.6 MISSION:

To create exceptional automotive value for our customers by harmoniously blending safety,

quality and efficiency. With our diverse team, we will provide responsible stewardship to our

community and environment while achieving stability and security now and for future

generations.

1.7 HYUNDAI’S BRAND SLOGAN:

“NEW THINKING - NEW POSSIBILITIES”

A brand slogan embodies the essence of a brand, from its philosophy to its vision and

identity. Hyundai’s brand slogan -- “NEW THINKING. NEW POSSIBILITIES.” reflects

the will of Hyundai Motor Company to create new possibilities to benefit the world and its

people by encouraging and developing new thinking. All members of Hyundai have the brand

slogan deeply engraved in their hearts as they move forward in their effort to provide new

values and experiences desired by today’s customers through innovative ways that are unique

to the brand, driven by new thinking about customers and cars.

4

1.8 QUALITY POLICY

Top priority to customer satisfaction

The Company will provide only those products meeting relevant customer

requirements & international standards and accordingly satisfy every customer.

Continuous improvement

The Company will make continuous quality improvements through unceasing R&D

efforts & new technologies and accordingly minimize the quality cost.

Quality mind

The company will encourage each employee’s quality and accordingly accomplish the

error-free quality.

Quality mind creation

The company will create such premium quality value that can lead the global

automatic transmission market.

1.9 NEED FOR THE STUDY

The biggest management challenge in the new millennium of liberalization and globalization

for a business is to serve and maintain good relationship with the king – the customer. In the

past producers took their customers for granted, because at that time the customers were not

demanding nor had alternative source of supply or suppliers. But today there is a radical

transformation.

The purpose of customer relation is not only for retaining the customers but also attracting

new customers and increasing the sales and also creating and maintenance of brand

awareness. It is a system for managing a company’s interactions with current and

future customers using technology to organize, automate and

synchronize sales, marketing, customer service, and technical support. Customer perceptions

attitudes and views regarding the products and services, along with suggestions assume

greater importance in the light of new entries and potential competitors, this study is an

attempt that directs to facilitate the management in marketing their future decisions in

promoting and creating a good image in the society.

5

• reduced costs, because the right things are being done (i.e., effective and efficient

operation)

• increased customer satisfaction, because they are getting exactly what they want (ie.

meeting and exceeding expectations)

• growth in numbers of customers

• highlighting poor operational processes

• long term profitability and sustainability

• A satisfied customer in 10 years will bring 100 more customers to the company.

• It costs 7 time more to attract a new customer than to serve an old one.

• 20% of the company’s loyal customers account for 80% of its revenues. (Pareto’s

principle).

6

1. ArvindSaxena (2010) Director and Board member (marketing and sales), Hyundai Motor

India (HMIL) “No company in automobile sector can fight competition on price. Companies

need to have the right product, distribution, CRM and after sales service network to grow.

2. Peter C. Verhoef (2003) Scholars have questioned the “effectiveness of several customer relationship management strategies”. The author investigates the differential effects of customer relationship perceptions and relationship marketing instruments on customer retention and customer share development over time. Customer relationship perceptions are considered evaluations of relationship strength and a supplier’s offerings, and customer share development is the change in customer share between two periods. The results show that affective commitment and loyalty programs that provide economic incentives positively affect both customer retention and customer share development, whereas direct mailings influence customer share development.

3. Kumar, V. (2010), “Customer relationship management (CRM)” refers to building one-to-one relationships with customers that can drive value for the firm. This manuscript discusses proven CRM strategies that companies can use as means of effective customer management (CM). The continuing evolution of CM is made possible by understanding the interactive relationships that develop between firms and customers and among customers themselves. Firms will increasingly be able to customize marketing messages to larger target audiences on the basis of the customer's expected response and the customer's value to the firm.4. Michael Cusumano, Steve Kahl and Fernaando Suarez (2008) in their research paper

“A theory of services in product industries”, has concluded that in many product oriented

industries, services have become increasingly important. In case of automobiles, many

automakers generate the vast majority of their profits from a service activity closely tied to

their product activity. The automobile industry overall generates a large portion of its profits

from other product-related service activities such as insurance and repairs. The authors

argued that despite the seeming importance of services, there is not much theory to help

7

researchers or practitioners explain the 3 conditions under which services matter in product

industries.

5.Steve Kahl and Fernaando Suarez (2008) in their research paper “Product, Process,

and Service: A New Industry Lifecycle Model”, has concluded that Existing models of

industry lifecycle evolution tend to focus on changes in the products and processes and

largely overlook the dynamics of services, but increasingly, the revenues of many firms are

becoming dominated by sales of services rather than products, or products sold with services

to gain competitive differentiation in markets marked by increasing product commoditization.

6.Abhijeet Singh (2011) Tata Motors uses a customer relationship management and dealer

management system (CRM-DMS) which integrates one of the largest applications in the

automobile industry, linking more than 1200 dealers across India.CRM DOS has helped Tata

Motors to improve its inventory management, tax calculation and pricing. This system has

also proved to be beneficial to dealers because it has reduced their working capital cost

7.E.W.T. Ngai, (2005) To review the “academic literature on customer relationship

management (CRM)”, provide a comprehensive bibliography and propose a method of

classifying that literature A range of online databases were searched to provide a

comprehensive listing of journal articles on CRM. Six hundred articles were identified and

reviewed for their direct relevance to CRM. Two hundred and five articles were subsequently

selected. Each of these articles was further reviewed and classified. The review and

classification process was independently verified. All papers were allocated to the main and

sub‐categories based on the major focus of each paper.

8.Gordon Fullerton (2006), “Putting relationship in CRM”, that JEEP, a division of Daimler

Chrysler Automobile Company, has served a classic example of CRM program that provides

a considerable value to both the customers and the firm by developing a program exclusively

for jeep owners and fostered a community that is highly effectively committed to the product,

the brand and the customers.

9.Kevin Keller (2012) Caterpillar has become a leading firm by maximizing the total

customer value with the help of effective CRM, best after sales service in the industry and

8

better trained dealer. This allows the firm to command a premium price of 10% to 20%

higher than competitors such as Volvo, Komatsu etc.

10.Cabãu Liviu-Gabriel (2012) this article is considered to be a “landmark in both academic and business area, regarding the Customer Relationship Management (CRM)”. Based on previous research found in the literature, the paper aims to clarify the concept of CRM. Critical research results are reflected in the formulated responses on the following aspects of CRM: CRM context, CRM definition, CRM importance and objectives, CRM failure and CRM research. Finally, the article presents the main findings and some conclusions related to the current research.

11.Thomas Dotzel, Venkatesh Shankar and Leonard L Berry. (2013) this research “evaluates the effect of customer relationship management (CRM)” on customer knowledge and customer satisfaction. An analysis of archival data for a cross-section of U.S. firms shows that the use of CRM applications is positively associated with improved customer knowledge and improved customer satisfaction. This article also shows that gains in customer knowledge are enhanced when firms share their customer-related information with their supply chain partners.

9

OBJECTIVES OF THE STUDY

The main objectives are to determine the current relationship management level of the

customers with all aspects in regard to “HYUNDAI Ltd.”.

Objectives in Detail:

1. To know the grievances among the customers about products &services, if any.

2. To identify different customers’ needs in regard to a Hyundai motor car’s services.

3. To identify what type of promotional strategy is suitable for the company to reach the

targeted customers.

10

SCOPE OF THE STUDY

The scope of the study is to identify the customer relationship management levels towards

"Hyundai Limited". The study was conducted for a period of 8 weeks covering various

places in Jalandhar. Primary data was collected from customers. Secondary data was

collected from company manuals, magazines and websites and so on. The study gathers

information about the customer's relation maintaining in various full range of Hyundai

vehicles from EON (passenger car) to Santa Fe (SUV) level in regard to Quality of service,

safety Tips, fuel saving tips, driving tips etc. Customer care service and other values added

services provided by the company. It is aimed at enlightening the company about different

steps to be taken up to increase the share of Hyundai motor company limited with regard

other competitors and also to make the company to provide better customer services.

11

RESEARCH METHODOLOGY

Project methodology is a way to systematically solve the research problem. It deals with the

objective of a research study, the method of defining the research problem, the type of data

collected, method used for data collecting and analyzing the data etc. The methodology

includes collection of primary and secondary data.

DATA COLLECTION:

1) Primary data: The primary data will be collection through structured questions and

also by directly interacting with the respondents. The questionnaire will be circulated

to the customer personally.

2) Secondary data: The source of secondary data includes:

Books

Magazine

Company’s report and website.

Internet

So, to give a proper and formal approach to our research study I used the sampling technique.

SAMPLING TECHNIQUE

The sampling technique that adapted to conduct the survey was ‘Random Sampling’ and the

area of the research was concentrated in the city of Jalandhar. The survey was conducted by

interacting with Hyundai owners at Hyundai service center.

Sample units:

The sampling units for the study include the owner of the Hyundai cars.

Sample size:

The sample or the size included for conducting the study is50 customers of Hyundai.

12

Table 1: Table showing the number of people who possessed a car.

Possessing a car In numbers In percentage

Yes 50 77

No 15 23

Total 65 100

Analysis: Out of the 65 respondents 50 of them possessed a car and the rest of 15 didn’t

possess a car.

Chart 1:Table showing the number of people who possessed a car.

77%

23%

People Having Car

yesno

Interpretation: Majority of the respondent i.e. 77% of them were the owner of the car.

13

Table 2: Table showing the Source of Awareness.

Awareness In numbers In percentage

Newspaper/magazines 32 60

Social Media 03 8

Friends 11 18

Websites 02 10

Other 01 4

Total 50 100

Analysis: From the above table, 60% said that they became awareness through the

‘Newspaper/magazine’ advertisement , 18% said that they came to know about the Laxmi

Hyundai through friends and relatives ,8% said through ‘social media’ , 10% said it is

‘website’ and only ‘4%’ specified as others.

Chart 2: Chart showing the Source of Awareness

14

60%

8%

18%

10% 4%

Source Of Awareness

Newspaper /MagazinesSocial MediaFriends WebsitesOther

Interpretation: Majority of the respondent i.e. 60% found that the newspaper and magazine

advertisement has played a major role in creating awareness among the people.

Table 3:Table showing how respondent find the Ambience of the showroom.

Ambience In numbers In percentage

Excellent 25 50

Good 15 30

Satisfactory 08 16

Poor 02 04

Very poor 0 0

Total 50 100

Analysis:50 % of respondent opting that the ambience of the showroom is “excellent”, 30%

of them found it “good”.16 % of them stated it to be “satisfactory” and very less 4% stated it

is “verypoor”.

Chart 3: Chart showing how respondent find the Ambience of this showroom.

50%

30%

16%4%

Ambience Of The Showroom

ExcellentGoodSatifactoryPoorVery poor

15

Interpretation: Majority of the respondents stated that the ambience of the showroom is

"excellent" as stated by 50% of the customers which is a good indicator for the showroom.

Table 4: Table showing the staff responsiveness towards the customer at showroom.

Staff response In numbers In percentage

Very Cooperative 09 18

Cooperative 11 22

Responsive 28 56

Non-cooperative 02 4

Highly non-Cooperative 00 00

Total 50 100

Analysis: The above table shows that, most of the customer i.e.18 % of them found the show

room staff to be “very cooperative” ,22% stated as“co-operative”, a major percentage i.e.

56% of them felt the staff is ‘responsive’ than cooperative (respond only when asked, without

having any personal initiation),4% of them rated the staff to be “non-cooperative” and none

of them rated as “highly non-cooperative”.

Chart 4: Chart showing the staff responsiveness towards the customer at showroom.

16

18%

22%56%

4%

Staff Response

Very co-operativeCo-operativeResponsiveNon-CooperativeHighly non-Cooperative

Interpretation: Majority of staff response is found to be "Responsive" rather than co-

operative. It seems Staff doesn't respond until asked for which may lead to negative impact

on the perception of the customers about this showroom.

Table 5: Table showing the Time taken by receptionist in attending a customer call.

Time Taken In numbers In percentage

Very quick 4 8

Quick 08 17

Reasonable 31 63

Delayed 04 08

Very much Delayed 02 04

Total 50 100

Analysis: According to above table it shows that the 8% of the respondent stated it as “ very

quick”,17% of respondent stated it as “quick”, time taken is “reasonable” as stated by 63%

of the respondent 8% of them found it to be “delayed”, 4% said it is “ very much delayed “.

Chart 5: Table showing the Time taken by receptionist in attending a customer call

17

8% 16%

63%

8% 4%

Time Taken In Attending a Call

Very QuickQuickResonableDelayedVery much Delayed

Interpretation: Time taken to provide the services required by the customers is considered

as "reasonable" by the most of the respondent (i.e. 63%).

Table 6: Table showing the Sales executive role in explanation the features of car to

customer.

Explanation IN NUMBERS IN PERCENTAGE

Convincing 12 24

Satisfactory 18 36

Unless asked 20 40

Total 50 100

Analysis: Out of the 50 respondent , 24% of them felt the explanation to be

“convincing”,36% felt it as “ satisfactory “ and major percentage 40% felt it to be “ non-

convincing” .

Chart 6: Chart showing the Sales executive role in explaining the features of car to customer

24%

36%

40%

Sales Executive Performance

ConvincingSatisfactoryUnless asked

18

Interpretation: Majority of the respondent i.e. 40% found the sales executive don’t explain

the entire feature unless asked by the customer.

Table 7: Table showing the respondent opinion about the process involved in providing

financial facilities.

Processing procedure IN NUMBERS IN PERCENTAGE

Very simple 00 00

Simple 01 2

Moderate 6 12

Complex 9 18

Very Complex 34 68

Total 50 100

Analysis: According to the above table 68% of the respondent stated that “ process “

involved for financial facilities are “ very complex”,18% stated it to be “complex “,12% to be

“moderate” and Only 2% of them stated it to be “simple”.

Chart 7: Chart showing the respondent opinion about the process involved in providing

financial facilities.

19

2%12%

18%

68%

Process Involved in Providing Financial Facilities

very simpleSimpleModerateComplexVery Complex

Interpretation: Majority of the respondent i.e. 68% considered the process to be very

complex. . They didn’t find it to be very convenient and simple.

Table 8: Table showing availability of Color variants for customer in the showroom.

Availability of colors In numbers In percentage

Wide 06 12

Limited 33 66

Very few 11 22

Total 50 100

Analysis: From the above table it can be understood that ‘limited range’ of colors is available

in this showroom as stated by 66% of the respondent, 12% stated that this showroom contains

‘wide colors” and 22% stated “very few range of color”.

Chart 8: Chart showing availability of Color variants for customer in the showroom.

Interpretation: Majority of the respondent i.e.66% stated that the availability of varied

colors in this showroom seems to be limited .It shows that customer is given a limited choice

in matter of color of the car.

20

12%

66%

22%

Availability Of Colors

WideLimitedVery few

Table 9: Table showing respondent likelinessin suggesting to other friends & relatives.

Suggesting to friends In numbers In percentage

Yes 38 76

No 12 24

Total 50 100

Analysis: According to above table it shows that, 76% of the customers are very likely to

suggest this showroom to their friends / relatives. The 24% of the customers are reluctant to

suggest these showrooms to friends/relatives.

Chart 9: Chartshowing respondent likeliness in suggesting to other friends & relatives.

76%

24%

Customer Suggesting To Other

yesNo

Interpretation: Majority of the respondents i.e. 76% are ready to suggest the car to other. It

is an indication of high satisfaction level andcustomers are happy with the service provided

by the showroom.

21

Table 10: Table showing the reason for suggesting the showroom to others.

Reasons In numbers In percentage

Quick Service 12 24

Timely Response 9 18

Friendly Atmosphere 7 14

Trust Worthiness 19 38

Infrastructure 03 6

Total 50 100

Analysis: 38% of the respondents stated the reasons of “trust worthiness”,24% of the

respondents stated “ quick service” , 18% respondent stated “Timely response”, 14% state

friendly atmosphere and only 6% for infrastructure,

Chart 10: Chart showing the reason for suggesting the showroom to others.

24%

18%14%

38%

6%

Reason to Suggest Other

quick service timely responsefriendly atmospheretrust wortinessinfrastructure

Interpretation: Majority of the respondent i.e. 38% considered the trust worthiness to be the

reason for suggesting the showroom to other.

22

Table 11: Table showing the customer opinion about the equipment’s efficiency in the

showroom for the purpose of maintenance of the cars.

Ability of showroom In numbers In percentage

Excellent 19 38

Good 06 12

Satisfactory 14 28

Poor 07 14

Very poor 04 8

Total 50 100

Analysis: 38% of the respondent rated it as excellent as compared to other showroom another

majority of respondents i.e. 28% of them stated it as “satisfactory”. 14% of the respondent

said it is “poor”. 12 % stated as “good” and only 8% stated “very poor”.

Chart 11: Chart showing the customer opinion about the equipment presence in the

showroom for the purpose of maintenance of the cars.

38%

12%28%

14% 8%

Equipments efficiency

ExcellentGoodSatisfatoryPoorVery Poor

23

Interpretation: Out of 50 customers, Majority of customer stated thatthe showroom has

excellent equipment in maintaining the cars.

Table 12: Table showing any inconvenience felt by customer after leaving their car for

service.

Inconvenience felt In numbers In percentage

Never 33 66

Sometimes 18 34

Always 0 0

Total 50 100

Analysis: 66% of the respondent have “never” felt any inconvenience, whereas 34% have felt

“sometime” and none of them have felt “always”.

Chart 12: Chart showing any inconvenience felt by customer after leaving their car for

service.

.

Interpretation: As majority of 66% of respondent had positive attitude towards the customer

service of Laxmi Hyundai.

24

66%

34%

Inconvenience Felt by Customer

NeverSometimesAlways

Table 13: Table showing whether the customer had raised any complaints against the

problem faced by him/her to the management.

Complaint Raised In numbers In percentage

Yes 16 30

No 34 70

Total 50 100

Analysis: As 30% respondent say that they have raised some issue where as 70% of the

respondent says that they haven’t raised any issue till date.

Chart 13: Chart showing whether the customer had raised any complaint against the problem

faced by him/her to the management.

30%

70%

Complaint Raised

YesNo

Interpretation: As majority of respondent i.e. 70% had replied that they never had to

approach the management for any problems.

25

Table 14: Table showing reasons for complaining.

Issue Raised In numbers In percentage

Wrong communication by salesman 6 37

Actual bill exceeding the estimated bill 4 25

Fall in performance of the car after service 2 13

Delay in handling over the vehicles 3 19

Infrastructure 1 6

Total 16 100

Analysis : As 37% respondent replied that the issue/problem faced by them was the wrong

communication by the salesman, whereas 25% of respondent replied that their actual bill

exceeded the estimated bill,13% replied fall in performance of the car after service,19%

stated delay in handling over the vehicles and 6% had issue on infrastructure.

Chart 14: Chart showing reasons for complaining.

38%

25%

13%

19%6%Issue of Complaint Raised By Respondent

Wrong communication by salesmanActual bill exceeding the es-timated billFall in performance of the car after serviceDelay in handling over the vehiclesInfrastructure

Interpretation: As majority 37% respondent had problem on wrong communication by sales

man.

26

Table 15: Table showing whether the problem was cleared by the management or not.

Complaint solved In numbers In percentage

Yes 13 81

No 3 19

Total 16 100

Analysis:Maximum percentage of respondent i.e. 81% replied that there problem were

solved by the management ,whereasthe rest 19% stated that their problem were not taken

care by the management.

Chart 15: Chart showing whether the problem was cleared by the management or not.

81%

19%

Problem Solved by Management

yes NA

Interpretation: As majority of respondent (81%) were satisfied with the management, as

their problem were taken good care by the Laxmi Hyundai management.

27

Table 16: Table showing duration to solve the issue by the management.

Duration to solve the issue In numbers In percentage

Within few hours 6 46

Within 1 day 3 23

With 1 week 2 15

More than 1 week 1 8

More than 2 week 1 8

Total 13 100

Analysis :As 46% respondent replied that their issue were solved with in few hours by the

management but rest 23% replied within 1 day,15% replied with in 1 week,8% replied more

than 1 week and 8 % more than 2 week for their problem to be solved by the management.

Charts 16: : Table showing duration to solve the issue by the management.

46%

23%

15%

8% 8%

Timetaken to Solve the Issue

within 1 hourwithin 1 daywithin 1 weekmore than 1 weekmore than 2 week

Interpretation: As majority 46% respondent had positive response for their issue which was

send to the management. As their complaints where replied with in 1 hour after their

complaint being registered. This was due to good CRM techniques used by Laxmi Hyundai

to face and handle complaints.

28

Table 17: Table showing how the customers rate the service after sale.

After sales service In numbers In percentage

Excellent 3 6

Good 10 20

Satisfactory 29 58

Poor 05 10

Very Poor 03 6

Total 100 100

Analysis: 58% of the respondents stated the “after sales service” to be satisfactory. This

shows that the after sales service in not such effective as stated by the respondents, 20% of

the respondents said that was “good”, only 6% as excellent and almost 6% found it to be

“poor” and “very poor”.

Chart 17: Chart showing how the customer rates the service after sale.

Interpretation :The "after sales service" is stated by most i.e. 58% as "satisfactory" and a

very few stated it as "excellent" and "good".

29

6%20%

58%

10%6%

After Sales Service

ExcellentGoodSatisfactorypoorvery poor

Table 18: Table showing regarding overall all experience of the customer with this

showroom.

Overall experience In numbers In percentage

Excellent 17 34

Good 10 20

Satisfactory 13 26

poor 7 14

Very poor 3 6

Total 50 100

Analysis: Out of the respondents, 34% have stated their experience as “excellent”, 20% as

“good”, 26% as “satisfactory”. 14% have stated it as “poor” and only 6% stated it as”very

poor”. This shows that on the whole customers are just “satisfied” with the services offered

at this showroom.

Chart 18: Chart showing regarding overall all experience of the customer with this

showroom.

34%

20%26%

14%6%

Overall Experience

ExcellentGoodSatisfactorypoorVery poor

30

Interpretation: The overall experience of the customer is found to be "excellent" as state by

34% of the respondents.

31

FINDINGS

From the responses of 50 customers the findings can be listed as:

1. It has been found that the newspaper and magazine are the major source of awareness

about the dealer.

2. The ambience of the showroomis "excellent" as stated by most of the customers. This is

a good indicator for the showroom.

3. The staff response is found to be "Responsive" rather than co-operative. It seems "Staff"

doesn't respond until asked for. This may lead negative impact on the perception of the

customers about this showroom.

4. Time taken to attend the customercall is considered as "reasonable" by the most of the

respondent.

5. It seems most of the customers found the "sales executive explanation" just

"Satisfactory" than "Convincing". Few (20 out of 50) even stated that sales executives

don't explain all the features unless asked.

6. The process involved in providing financial facilities is considered as (68% of

respondents) as very complex & time consuming. They don't find it very convenient.

7. As most of the customer states that the “after sales service" provided by the showroom

is just “satisfactory" therefore the company needs to be consider this issue seriously in

order to satisfy more customer in near future.

8. The availability of varied colors in this showroom seems to be very limited as stated by

most of respondents. It shows that customer is given a limited choice in matter of color

of the car.

9. As much as 76% of respondent have stated that they are very likely to suggest this

showroom to their friends\relatives. . It is an indication of high satisfaction level and

customers are happy with the service provided by the showroom.

10. As most of the respondent i.e. 38% considered the trust worthiness to be the reason for

suggesting the showroom to other.

11. Most of respondent stated that the equipment used for the maintaining the vehicles was

excellent.

12. As most of the respondent had replied that they had never felt any inconvenience after

leaving their car for service. It shows that Hyundai has built the trust in the mind of the

customer.

32

13. The number of respondent responded that they had never come across any complaints

or issued to be raised against the Hyundai. This shows that Hyundai was providing

better CRM.

14. Out of 16 respondent only 6 had an issue of complaint regarding the wrong

communication by sales man so Hyundai should provide proper training to the sales

person.

15. Most of the respondents were satisfied with the management, as their problem was

taken good care by the Hyundai management.

16. Majority of the respondent had positive response for their issue which was send to the

management. As their complaints were resolvedwithin 1 hour after their complaint

being registered. This was due to good CRM techniques used by Hyundai to face and

handle complaints.

17. Majority of the customer stated that their overall experience towards the showroom was

found to be "excellent”.

33

RECOMMENDATIONS

An attempt has been made to suggest to the CRM department of the

showroom a few measures. These recommendations have been made within the preview of

the data available.

1. The staff should be trained on regular basis, such that customers find them very co-

operative.

2. The time taken in attending the customer call needs to be minimum.Effective and less

time consumptions are the important factors, which determine customer relationship

management.

3. The sales executive should be trained adequately so as to "Convince" the potential

buyers, because his performance on job has great impact on CRM.

4. The process involved in providing financial facilities needs to be made simple as much

of the respondents stated it to be complex and time consuming.

5. After sales service should be more customized. A toll free facility should be introduced

which help the customer to define their problem. If possible a mobile unit can be

maintained so that customer need not have to bring car to the showroom in case of any

problems.

6. These days most of the people wish to have some graphics over their cars. This may be

a mix of color shades, some additional components etc. Showrooms may try to provide

these kinds of customized solutions not requiring the customer to go at some other

place.

7. Most people who buy cars wish to have fancy numbers. They spend considerable

amounts to get these fancy numbers. Showrooms may work in this aspect and get into

agreement with the registration office to provide these fancy numbers without taking

exorbitant charge.

8. More EMI schemes can be introduced as customers find it more convenient in paying a

EMI.

9. A call to the customers as per the schedule of service to know the working of car so that

prompt service can be provided in case of need.

10. Extra offer to customer on referring to his friends/relatives.

11. Maintaining the high level of customer convincing.

12. Introduce the online booking facilities for customer to service their cars.

34

CONCLUSION

On the basis of simple random sampling the total sample size attended was 65 customers in

which 50 respondent were who owned the Hyundai vehicles. The data analysis was done with

help of techniques such as questioner and different survey method. The proceeding of this

study was done by a survey, which is an appropriate tool to maintain the level of customer

Relationship. A structured questionnaire was developed in the process. These tools helped in

analyzing the obtained information or results which projected certain findings and

recommendations. From the research, several issues are found which needs to be emphasized

for Hyundai was greater success. Marketing strategy adopted by the organization is attracting

huge customers. What have been noticed after interviewing around 50 customers that almost

75% of customers were happy and satisfied by the work of Hyundai. This shows that the

showroom and all the service departments are most popular among the customers and they

are doing the great job. Based on the findings of the study it is suggested that Hyundai should

do frequent market research on the basis of structured questionnaire to understand the

existing market situation and carry out the corrective measures or improvements as needed

for sales promotion. Hyundai Company should frequently improve in its complaints handling

system of customers to effectively manage such complaints of various customers and

encourage customers to give more positive feedback about the product and services. The

management must be able to collect and documents complaint and use that information to

identify dissatisfied customers. Finally, lack of stable government, no clear government rules

and regulations, heavy custom duties and taxes imposed on vehicles import, acute/heightened

competition in the sector are some of the areas where the government should focus to

improve and make the business more lucrative.

35

BIBILIOGRAPHY

1. Indian management

2. Principles of marketing

3. Marketing management

Philip Kotler

4. Marketing research

G.C. Beri

5. Customer Relationship Management

- William G.zikmund

-Raymond mc. leod, JR

-Faye W. Gilbert

6. TATA Mc. Graw Hill, Marketing Management

-RajanSaxena

7. Customer relationship management

Jagdishsheth

Atulparvatiyar

G Shaniesh

Web sites-

www.Hyndai.com

www.sciencedirect.com

www.worldwide.hyundai.com

Journal :

njazz J. Chen, Karen Popovich, (2003) "Understanding customer relationship

management (CRM): People, process and technology", Business Process

Management Journal, Vol. 9 Iss: 5, pp.672 - 688

Jagdishsheth thought leader

Adrian Payne, PennieFrow (2005) A Strategic Framework for Customer

Relationship Management. Journal of Marketing: October 2005, Vol. 69, No. 4, pp.

167-176.

36

QUESTIONNAIRES

Dear customer,

I am MBA student of, CT INSTITIUTE OF MANGEMENT AND

TECHNOLOGY doing a survey on customer relationship management with regard to this

showroom. I would be grateful to you if you could spare a few minutes to this questionnaire.

1. Do you own a car? Yes\No.

i. If yes, please specify....................................................

2. How did you come to know about Hyundai Company?

i. Newspaper

Advertisement

ii. Social media

iii. Others, specify…………

iv. Websites

v. Friends

3. How do you find the ambience of this showroom?

i. Excellent

ii. Very good

iii. Good

iv. Satisfactory

v. Needs to be improved

4. How do you feel the staff responsiveness when you enter the showroom?

i. very Co-operative

ii. Co-operative

iii. Responsive

iv. Non-Co-operative

v. Highlynon-co-operative

5. What do you feel about the time taken by the receptionist of this service center

inattending your call?

i. Very quick

ii. Quick

iii. Reasonable

iv. Delay

v. Very much delay

37

6. How do you find the sales executives explanation about the car features?

i. Convincing

ii. Satisfactory

iii. Non convincing

iv. Non satisfied

v. Unless asked

7. How do you find the process involved in providing the financial facilities by

showroom?

i. Very Simple

ii. Simple

iii. Moderate

iv. Complex

v. very complex

8. How do you find the availability of choice of car colors in this showroom?

i. Wide range

ii. Limited

iii. Very few

9. Will you suggest this showroom to your friend's\relatives?

i. Yes ii. No

A. If yes, because of

i. quick service

ii. Timely response

iii. Friendly atmosphere

iv. Trust worthiness

v. infrastructure

B. If No, please specify …………………………………………………….

10. How do you feel about the equipment’s used here to deal with carscompared to

others?

i. Excellent ii. Good

38

iii. Satisfactory

iv. poor

v. very poor

11. Have you felt inconvenience after leaving yours car for service with the dealer?

i. Always

ii. Sometimes

iii. Never

12. Have you raised any complaint against the problem/inconvenience faced by you to the

management?

i. Yes ii. No

a) The issue raised by you was related to

i. Wrong communication

ii. Actual bill exceeding the estimated bill

iii. Performance of car after service

iv. Delay in delivering the vehicles after service

b) If yes, was the problem/issue attended and solved by the management?

i. Yes

ii. No

c) How long did the management take to solve your issue?

i. Within few hrs.

ii. 1 day

iii. Within 1 week

iv. More than 1 week.

v. None

39

13. How do you rate after sales service of this showroom?

i. Excellent

ii. Good

iii. Satisfactory

iv. Poor

v. Very poor

14. How is yours overall experience with this showroom?

i. Excellent

ii. Good

iii. Satisfactory

Personal profile

Name:-

Occupation:-

Address:-

Contact No.

Thank you for valuable time.

40