CUSTOMER SATISFACTION TOWARDS THETATA MOTOR SERVICE (FOUR WHEELER)TATA MOTOR SERVICE (FOUR WHEELER

A STUDY

ON

CUSTOMER SATISFACTION TOWARDS THE CUSTOMER SATISFACTION TOWARDS THE

TATA MOTOR SERVICE (FOUR WHEELER) TATA MOTOR SERVICE (FOUR WHEELER)

In partially fulfillment of the requirement for the award of Degree

MASTER OF BUSINESS ADMINISTRATION

DECLARATION

I here by declare that this dissertation of my project report entitled

“CUSTOMER SATISFACTION TOWARDS THE TATA MOTOR

SERVICE (FOUR WHEELER). This project has been submitted in partial

fulfillment of requirement for the award of degree of MASTER OF

BUSINESS ADMINISTRATION .

Place:

Date:

AMIT BANSAL

ACKNOWLEDGEMENT

Concentration, dedication and application are necessary but not sufficient to achieve our goal.

These must be awarded by guidance, assistance and cooperation of person to make it tenable.

I gratefully acknowledge to MRS. ANJU BATRA who has given me the opportunity to learn

at deep level to prepare this report.

Although we have tried to make this report error free, but if someone finds any type of error

or have suggestions for this report, please tell me and I promise to fix the problem or will

adopt good suggestions.

CONTENTS

CHAPTER NO TITLE PAGE NO

I. INTRODUCTION Industry Profile Company Profile Product Profile

II. REVIEW OF LITERATUREIII. RESEARCH METHODOLOGY

Need for the Study Objectives Research Design Sources of Data Sample Design Hypothesis Limitations

IV. DATA ANALYSIS & INTERPRETATIONV. FINDINGS, RECOMMENDATIONS

AND CONCLUSION Findings Recommendations Conclusion

ANNEXURE Bibliography

LIST OF TABLE

Table No. Title Page No.1. The Vehicle that you previously used2. What made you to buy this vehicle. 3. Are you satisfied about the explanation about the benefits / features/ warranty of the vehicle and the financial schemes and the delivery procedure at the time of purchase4. How is the reception at the time of enquiry by the sales personnel5. It is ease of obtaining appointment i.e., are you satisfied with the reception of the service advisor. 6. Are you satisfied with the time taken to open the job card (work order). 7. How is the attitude of the service personnel ? 8. Are you satisfied with the facilities of the service station like customer waiting room etc., 9. Have you been informed about any other extra jobs required for your vehicle that you are unaware? 10. Are the services being attended correctly to the relevant complaint ?11. Are you satisfied with the solutions to all the problems reported by you? 12. Are you satisfied with the quality of washing ?13. Are you satisfied with the delivery made i.e., is the delivery made in time as per the conditions desired by you from service station. 14. Are you satisfied with the explanation of job done and bill at the time of delivery15. Is the general appearance of the workshop satisfactory ? 16. Do you feel the labour and spare part charge reasonable17. Are your receiving our service reminders regularly ? 18. Have you been informed about the next service schedule ? 19. Are you satisfied with the overall performance of the workshop.

LIST OF GRAPHSTable No. Title Page No.

1. The Vehicle that you previously used2. What made you to buy this vehicle. 3. Are you satisfied about the explanation about the benefits / features/ warranty of the vehicle and the financial schemes and the delivery procedure at the time of purchase4. How is the reception at the time of enquiry by the sales personnel5. It is ease of obtaining appointment i.e., are you satisfied with the reception of the service advisor. 6. Are you satisfied with the time taken to open the job card (work order). 7. How is the attitude of the service personnel ? 8. Are you satisfied with the facilities of the service station like customer waiting room etc., 9. Have you been informed about any other extra jobs required for your vehicle that you are unaware? 10. Are the services being attended correctly to the relevant complaint ?11. Are you satisfied with the solutions to all the problems reported by you? 12. Are you satisfied with the quality of washing ?13. Are you satisfied with the delivery made i.e., is the delivery made in time as per the conditions desired by you from service station. 14. Are you satisfied with the explanation of job done and bill at the time of delivery15. Is the general appearance of the workshop satisfactory ? 16. Do you feel the labour and spare part charge reasonable17. Are your receiving our service reminders regularly ? 18. Have you been informed about the next service schedule ? 19. Are you satisfied with the overall performance of the workshop.

INTRODUCTION

The concept of the word “wheel” is not of recent origin. Right form the days when man started his living, to this day where there is tremendous technological improvement, the importance of “wheel” is growing at a greater pace.

A growing economy, expanding cities and an increasing work load demand time and resource management. Right from the executive to a collage going student, there is a need for a set of wheels, which grant him/her easy mobility not only, which is efficient and reliable but also affordable.

A four-wheeler is and affordable solution that will grant good mobility. To satisfy the needs of the consume, a large number of companies have come up with a good number of vehicle. In this aspect it is rather essential for any buyer to know the finer parts, which give4s a good look, the performance, the driving, handling, reliability, and above all, the affordability of a particular vehicle, before he owns it. Most manufactures have understood this, and therefore developed different kinks of cars.

As there are different kinds of consumers existing in each market for every product, there is a need produce a wide range of products to satisfy all these customers.

This classification was made on the grounds of better mileage, oil consumption, pollution factors etc.

As we all know, for any organization to survive, in this highly competitive world. It should take cadre of customers who are the backbone of it. To make its services available to everyone Tata moters also have so many dealers in various places. It is offering its valuable services to the people of Nellore district through one of its dealers M.G. Brothers. Hence we felt the need of knowing about “Customer satisfaction” on the products of Tata moters and the services of M.G. Brothers, in our study.

INDUSTRY PROFILE

The automobile as we know it was not invented in a single day by a single inventor. The history of the automobile reflects an evolution that took place worldwide. It is estimated that over 100,000 patents created the modern automobile.

However, we can point to the many first that occurred along the way. Starting with the first theoretical plans for a motor vehicle that had been drawn up by both Leonardo da Vinci and Isaac Newton.

In 1769, the very first self-propelled road vehicle was a military tractor invented by French engineer and mechanic, Nicolas joseph Cugnot (1725 – 1804). Cugnot used a steam engine to power his instructions at the paris Arsenal by mechanic Brezin. It was used by the French Army to haul artillery at a whopping speed of 2 ½ mph on only three wheels. The vehicle has to stop every ten to fifteen minutes to build up steam power. The steam engine and boiler were separate form the rest of the vehicle and placed in the front. The following year (1770), Cugnot built a steam-powered tricycle carried four passengers.

In 1771, Cugnot drove one of his road vehicles into a stone wall, making Cugnot the first person to get into a motor vehicle accident. This was the beginning of bad luck for the inventor. After one of Cugnot’s patrons died and the other was exiled, the money for Cugnot’s road vehicle experiments ended

Steam engines powered cars by burning fuel that heated water in a boiler, creating steam that expanded and pushed pistons that turned the crankshaft, which then turned the wheels. During the early history of self-propelled vehicles-both road and railroad vehicles were being developed with steam engines. (Cugnot also designed two steam locomotives that they proved a poor design road vehicles; however, steam engines were very successfully used in locomotives. Historians, who accept that early steam-powered road vehicles were automobiles, feel that Nicolas Cugnot was the inventor of the first automobile.

After Cugnot Several Other Inventors Designed Steam-Powered Road Vehicles

Cugnot’s vehicle was imporved by Frenchman, Onesiphore Pecqueur, who also invented the first differential gear, improved Cugnot’s vehicle.

In 1789, the first U.S. patent for a steam-powered land vehicle was granted to Oliver Evans.

In 1801, Richard Trevithick built a road carriage powered by steam-the first in Great Britain.

In Britain, form 1820 to 1840, steam-powered stagecoaches were in regular service. These were later banned from public roads and Britain’s railroad system.

Steam-driven road tractors (built by Charles Deitz) pulled passenger carriages around Paris and Bordeaux up to 1850.

In the United States, numerous steam coaches were built from 1860 to 1880. Inventors included. Harrison Dyer, Joseph Dixon, Rufus Porter, and William T.James.

Amedee Bollee Sr. built advanced steam cars form 1873 to 1883. The “La Mnacelle” built in 1878, had a front-mounted engine, shaft drive to he differential, chain drive to the rear wheels, steering wheel on a vertical shaft and driver’s seat behind the engine. The boiler was carried behind the passenger compartment.

In1871, Dr.J.W. Carhart, professor of physics at Wisconsin State University, and the J.I. Case Company built a working steam car that won a 200-mile race.

Early Electric CarsSteam engines were not the only engines used in early automobiles. Vehicles with electrical engines were also invented. Between 1832 and 1839 (the exact year is uncertain), Robert Anderson of Scotland invented the first electric motor. The vehicles were heavy, slow, expensive, and needed to stop for recharging frequently. Electricity found greater success in tramways and streetcars, where a constant supply of electricity was possible.Around 1900, electric land vehicles in America outsold all other type of cars. Then in the several years following 1900, sales of electric vehicles took a nosedive as new type of vehicle came to dominate the consumer market.

History of the Internal Combustion Engine – The Heart of the AutomobileAn internal combustion engine is any that uses the explosive combustion of fuel to push a piston within a cylinder – the piston’s movement turns crankshaft that then turns the car wheels via a chain or a drive shaft. The different types of fuel commonly used for car combustion engines are gasoline (or petrol), diesel, and kerosene.A brief outline of the history of the internal combustion engine includes the following highlights.

1680 - Dutch physicist, Christian Huygeness designed (but never built) an internal combustion engine that was be fueled with gunpowder.

1807 - Francois Isaac de Rivaz of Swizerland invented an internal combustion engine that used a mixture of hydrogen and oxygen for fuel. Rivaz designed a car for his engine – the first internal combustion powered automobile. However, this was a very unsuccessful vehicle.

1824 - English engineer, Sumuel Brown adapted an old Newcomen steam engine to burn gas, and he used it to briefly power a vehicle up Shooter’s Hill in London.

1858 - Belgian – born engineer, jean joseph Etienne Lenoir invented and patented (1860) a double-acting, electric spark-ignition internal combustion engine fueled by coal gas. In 1863, Lenoir attached an improved engine (using petroleum and a primitive carburetor) to a three-wheeled wagon that managed to complete an historic fifty-mile road trip. (See image at top)

1862 - Alphonse Beau de Rochas, a French civil engineer, patentee but did not build a foru-stroke engine (French patent #52, 593, January 16, 1862).

1864 – Austrian engineer – Siegfried Marcus*, built a one-cylinder engine with a crude carburetor, and attached his engine to a cart for a rocky 500-foot drive. It was the world’s first gasoline-powered vehicle. Several year later, Marcus was able to design a vehicle that briefly ran at 10 mph that some historians consider was the forerunner of the modern automobile.

1873 – George Brayton, an American engineer, developed an unsuccessful two-stroke kerosene engine (it used two external pumping cylinders). However, it was considered that first safe and practical oil engine.

1866 – German engineers, Eugen Langen and Nikolaus August Otto improved on Lenoir’s and de Rochas’ designs and invented a more efficient gas engine.

1876 – Nikolaus August Otto invented and later patented a successful four stroke engine, known as the “Otto Cycle”.

1876 – The first successful two-stroke engine was invented by Sir Dougald Clerk. 1883 – French engineer, Edouard Delamare – Debouteville, built a single-cylinder

four-stroke engine that ran on stove gas. It is not certain if he did indeed build a car, however, Delamare-Debouteville’s designs were very advances for the time – ahead of both Daimler and Benz in some ways at least on paper.

1885 – Gottlieb Daimler invented what is often recognized as the prototype of the modern gas engine – with a vertical cylinder, and with gasoline injected through a carburetor (patented in 1887). Daimler first built a two-wheeled vehicle the “Reitwagen” (Riding Carriage) with this engine and a year later built the world’s first four-wheeled motor vehicle.

1886 – On January 29, Karl Benz received the first patent (DRP No. 37435) for a gas-fueled car.

1889 – Daimler built an improved four-stroke engine with mushroom-shaped valves and two V-slant cylinders.

1890 – Wilhelm Maybach built the first four – cylinder, four – stroke engine.

Engine design and car design were integral activities, almost all of the engine designers mentioned above also designed cars, and a few went on to become major manufactures of automobiles.

Hailed as ‘the industry of industries’ by Peter Drucker, the founding father of the study of management, in 1946, the automobile industry had evolved continuously with changing times from craft production in 1890s to mass production in 1910s to lean production techniques in the 1970s.

The automotive industry in India grew at a computed annual growth rate (CAGR) of 11.5 percent over the past five years, the Economic Survey 2008-09 tabled in parliament on 2nd July’09 said.

The industry has a strong multiplier effect on the economy due to its deep forward and backward linkages with several key segments of the economy, a finance ministry statement said.

The automobile industry, which was plagued by the economic downturn amidst a credit crisis, managed a growth of 0.7 percent in 2008-09 with passenger car sales registering 1.31 percent growth while the commercial vehicles segment slumped 21.7 percent.

Indian automobile industry has come a long way to from the era of the Ambassador car to Maruti 800 to latest M&M Xylo. The industry is highly competitive with a number of global and Indian companies present today. It is projected to be the third largest auto industry by 2030 and just behind to US & China, according to a report. The industry is estimated to be a US$ 34 billion industry.

Indian Automobile industry can be divided into three segments i.e. two wheeler, three wheeler & four wheeler segment. The domestic two-wheeler market is dominated by Indian as well as foreign players such as Hero Honda, Bajaj Auto, Honda Motors, TVS Motors, and Suzuki etc. Maruti Udyog and Tata Motors are the leading passenger car manufacturers in the country. AndIndia is considered as strategic market by Suzuki, Yamaha, etc. Commercial Vehicle market is catered by players like Tata Motors, Ashok Leyland, Volvo, Force Motors, Eicher Motors etc. The major players have not left any stone unturned to be global. Major of the players have got into the merger activities with their foreign counterparts. Like Maruti with Suzuki, Hero with Honda, Tata with Fiat, Mahindra with Renault, Force Motors with Mann.

Some of the early events and milestones in the car industry in India. 1928 – The first imported car on the Indian roads. 1942 – Hindustan Motors incorporated. 1944 – Premier Automobiles started. 1948 – First car manufactured in India. 1953 – The Govt. of India decreed that only those firms which have a

manufacturing program should be allowed to operate. 1955 – Only 7 firms HM, API, SMPL, PAL, M & M, and TELCO received

approval.

Key Facts about India’s automobile industry:

India ranks 12th in the list of the world’s top 15 automakers.

Entry of more international players.

Contributes 5% to the GDP.

Production of four wheelers in India has increased from 9.3 lakh units in 2002-03 to 23 lakh units in 2007-08.

Targeted to be of $ 145 Billion by 2016.

Exports increased from 84,000 units in 2002-03 to 280,000 units in 2007-08

The Liberalization in 1990 in India opened the doors for the entry of foreign products into the market. This made the market a consumer market with a lot of choices for the consumers. The future of the products depends on the consumer’s satisfaction. The products, which are able to attract the consumers, are having a bright future and the others are lost in the competition. So it is very important to know the pulse of the customers. The business people should always have correct information regarding the satisfaction level in the customers. Different ways are to be implemented to increase the satisfaction level in the customers.

TATA COMPANY PROFILE

Tata Motors Limited, formerly known as TELCO (TATA Engineering and Locomotive Company), was formed in 1945. A Tata motor is the flagship company of the Tata Group with an annual turnover of approximately US $ 20 billion (92519 crore) for the year starting April 1st 2009 to March 31st 2010. More than 5.9 billion Tata Vehicles ply on Indian roads making Tata a dominant force in India automobile industry. Its product range covers passenger cars, multiutility vehicles, light, medium and heavy commercial vehicles for goods and passenger transport.

7 out of 10 medium heavy commercial vehicles bear the trusted Tata mark. A Tata motor has the unique distinction of giving India it’s first and only indigenously built passenger car. The Tata indica and the premium feature sedan-The Tata indigo. The indica, launched in 1998, reached the 2,50,000 sales mark within 52 months of launch. The phenomenal success of these vehicles stands testimony of the company’s research and engineering expertise.

PROFILE

TATA motors was Established in 1945, Tata motors entered into a collaboration with Paimler Benz of Germany in 1954 to manufacture commercial vehicles, the collaboration ended in 1969. A Tata motor has since grown from strength to strength.

A TATA motor is India’s premier and the only fully integrated automobile manufacture. It is among the world’s top 10 commercial vehicle producers. Tata Motors Limited is India's largest automobile company, with consolidated revenues of Rs. 92,519 crores (USD 20 billion) in 2009-10. It is the leader in commercial vehicles in each segment, and among the top three in passenger vehicles with winning products in the compact, midsize car and utility vehicle segments. The company is the world's fourth largest truck manufacturer, and the world's second largest bus manufacturer.

Established in 1945, Tata Motors' presence indeed cuts across the length and breadth of India. Over 5.9 million Tata vehicles ply on Indian roads, since the first rolled out in 1954. The company's manufacturing base in India is spread across Jamshedpur (Jharkhand), Pune (Maharashtra), Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand) and Dharwad (Karnataka). Following a strategic alliance with Fiat in 2005, it has set up an industrial joint venture with Fiat Group Automobiles at Ranjangaon (Maharashtra) to produce both Fiat and Tata cars and Fiat powertrains. The company is establishing a new plant at Sanand (Gujarat). This is coupled with a nation-wide customer support, sales and service network. Tata Motors, the first company from India's engineering sector to be listed in the New York Stock Exchange (September 2004), has also emerged as an international automobile company. Through subsidiaries and associate companies, Tata Motors has operations in the UK, South Korea, Thailand and Spain. Among them is Jaguar Land Rover, a business comprising the two iconic British brands that was acquired in 2008. In 2004, it acquired the Daewoo Commercial Vehicles Company, South Korea's

second largest truck maker. The rechristened Tata Daewoo Commercial Vehicles Company has launched several new products in the Korean market, while also exporting these products to several international markets. Today two-thirds of heavy commercial vehicle exports out of South Korea are from Tata Daewoo. In 2005, Tata Motors acquired a 21% stake in Hispano Carrocera, a reputed Spanish bus and coach manufacturer, and subsequently the remaining stake in 2009. Hispano's presence is being expanded in other markets. In 2006, Tata Motors formed a joint venture with the Brazil-based Marcopolo, a global leader in body-building for buses and coaches to manufacture fully-built buses and coaches for India and select international markets. In 2006, Tata Motors entered into joint venture with Thonburi Automotive Assembly Plant Company of Thailand to manufacture and market the company's pickup vehicles in Thailand. The new plant of Tata Motors (Thailand) has begun production of the Xenon pickup truck, with the Xenon having been launched in Thailand in 2008.Tata Motors is also expanding its international footprint, established through exports since 1961. The company enjoys a significant demand in export market like Europe, Australia, South East Asia, Middle East and Africa also. The company’s vehicles are seen in over 70 countries now. It has franchisee/joint venture assembly operations in Kenya, Bangladesh, Ukraine, Russia, Senegal and South Africa.

With over 3,000 engineers and scientists, the company's Engineering Research Centre, established in 1966, has enabled pioneering technologies and products. The company today has R&D centres in Pune, Jamshedpur, Lucknow, Dharwad in India, and in South Korea, Spain, and the UK.

Customer sensitive approaches towards building products and state-of-the art manufacturing facilities have given the company a huge lead over its competitors. Today 7 out of every 10 medium and heavy commercial vehicles on Indian roads bear the trusted Tata mark. Tata motors presence in the utility vehicles and passenger cars market has been firmly established. In 1998, it launched India’s first fully indigenised car, indica, to the discerning consumer and has been phenomenally successful. Tata motors is consistently evolving in its offerings to the Indian automobiles market.

In 2005, Tata Motors created a new segment by launching the Tata Ace, India's first indigenously developed mini-truck.

In January 2008, Tata Motors unveiled its People's Car, the Tata Nano, which India and the world have been looking forward to. The Tata Nano has been subsequently launched, as planned, in India in March 2009. A development, which signifies a first for the global automobile industry, the Nano brings the comfort and safety of a car within the reach of thousands of families. The standard version has been priced at Rs.100,000 (excluding VAT and transportation cost). Designed with a family in mind, it has a roomy passenger compartment with generous leg space and head room. It can comfortably seat four persons. Its mono-volume design will set a new benchmark among small cars. Its safety performance exceeds regulatory requirements in India. Its tailpipe emission performance too exceeds regulatory requirements. In terms of overall pollutants, it has a lower pollution level than two-wheelers being manufactured in India today. The lean design strategy has helped minimise weight, which helps maximise performance per unit of energy consumed and delivers high fuel efficiency.

The high fuel efficiency also ensures that the car has low carbon dioxide emissions, thereby providing the twin benefits of an affordable transportation solution with a low carbon footprint.

In May 2009, Tata Motors introduced ushered in a new era in the Indian automobile industry, in keeping with its pioneering tradition, by unveiling its new range of world standard trucks called Prima. In their power, speed, carrying capacity, operating economy and trims, they will introduce new benchmarks in India and match the best in the world in performance at a lower life-cycle cost.

MILESTONES ACHIVED

1945: Tata Engineering and Locomotive Company Limited was established to

manufacture locomotives and other engineering products.

1948: Stem road roller introduced in collaboration with Marshall sons (UK).

1954: Collaboration with Daimler Benz AG, W.Germany, for manufacture of

medium commercial vehicles. The first vehicle rolled out with in 6 months of the contract.

1959: Research and Development Center set up at Jemshedpur.

1961: Exports began with the first truck being shipped to Ceylon, Now Srilanka.

1966: Setting up of the engineering research center at pune to provide impacts to

automobile research and development.

1971: Introduction of DI engines.

1977: First commercial vehicle manufactured in Pune.

1983: Manufacture of heavy commercial vehicle commences.

1985: First hydraulics excavator produced with Hitachi collaboration.

1986: Production of first light commercial vehicle, Tata 407, indigenously

designed followed by Tata 608.1991:

Launch of the first indigenous passenger car of Tata Siera. One million vehicles rolled out.

1992:

Launch of Tata estate.

1993: Joint venture agreement signed with Cummins Engine Co. inc. Power and

emission friendly diesel engines. 1994:

Launch of Tata Sumo. The multi utility vehicle. Joint venture agreement signed with M/s. Daimler Benz / Mercedes Benz

for manufacture of Mercedes Benz passenger cars in India. Joint venture agreement signed with Tata Holset Ltd., U.K. for

manufacturing turbo chargers to be used on Cummins engines. 1995:

Mercedes Benz Car E 220 launched. 1997:

Tata Sierra Turbo launched 10000,000th Tata sumo rolled out.

1998: Tata Safari – India’s first sports utility vehicle launched. 2 million vehicles rolled out. Indica, India’s first fully indigenous passenger car launched.

1999: 115,000 bookings for Indica registered against full payment within a week. Commercial production of Indica commences in full swing.

2000: First consignment of 160 Indicas shipped to Malta. Indica with Bharat stage 2 (Euro II) complaint diesel engine launched. Launch of CNG buses.

2001: Indica V2 launched 2nd generation indica. Indica V2 becomes Indian’s number one car in its segment. Exits joint venture with Daimler Chrysler.

2002:

Unveiling of the Tata Sedan at Auto Expo 2002. 5,00,000th passenger vehicle rolled out. Tata Engineering signed a product agreement with M G Rover of the UK.

2003: The Tata indigo station wagon unveiled at the Geneva motors show. On 29th July J.R.D Tata’s birth anniversary, Tata Engineering’s becomes

Tata Motors Limited.

2004:

Tata Motors and Daewoo Commercial Vehicle Co. Ltd. sign investment agreement

Tata Motors completes acquisition of Daewoo Commercial Vehicle Company

Tata Daewoo Commercial Vehicle Co. Ltd. (TDCV) launches the heavy duty truck 'NOVUS' , in Korea

Tata Motors lists on the NYSE

2005:

Tata Motors rolls out the 500,000th Passenger Car from its Car Plant Facility in Pune

Branded buses and coaches - Starbus and Globus - launched

Tata Motors acquires 21% stake in Hispano Carrocera SA, Spanish bus manufacturing Company

Tata Motors wins JRD QV award for business excellence.

Inauguration of new factory at Jamshedpur for Novus

Tata TL 4X4, India's first Sports Utility Truck (SUT) is launched

Launch of Tata Novus

Launch of Novus range of medium trucks in Korea, by Tata Daewoo Commercial Vehicle Co. (TDCV)

2006:

Tata Motors and Marcopolo, Brazil, announce joint venture to manufacture fully built buses & coaches for India & markets abroad

Tata Motors first plant for small car to come up in West Bengal

Tata Motors extends CNG options on its hatchback and estate range

TDCV develops South Korea's first LNG-Powered Tractor- Trailer

Tata Motors and Fiat Group announce three additional cooperation agreements

2007:

Construction of Small Car plant at Singur, West Bengal, begins on January 21

Tata Motors and Thonburi Automotive Assembly Plant Co. (Thonburi), announce formation of a joint venture company in Thailand to manufacture, assemble and market pickup trucks.

Tata-Fiat plant at Ranjangaon inaugurated

Fiat Group and Tata Motors announce establishment of Joint Venture in India

2008:

Ace plant at Pantnagar (Uttarakhand) begins production.

Indica Vista – the new generation Indica, is launched.

Tata Motors' new plant for Nano to come up in Gujarat.

Tata Motors unveils its People's Car, Nano, at the ninth Auto Expo.

Xenon, 1-tonne pick-up truck, launched in Thailand.

Tata Motors signs definitive agreement with Ford Motor Company to purchase Jaguar and Land Rover.

Tata Motors completes acquisition of Jaguar Land Rover.

Tata Motors is Official Vehicle Provider to Youth Baton Relay for The III Commonwealth Youth Games Pune 2008.

2009:

Tata Marcopolo Motors, Dharwad plant beings production

Tata Motors launches Nano - The People's Car

Launch of premium luxury vehicles - Jaguar XF, XFR and XKR and Land Rover Discovery 3, Range Rover Sport and Range Rover from Jaguar and Land Rover in India

Tata Nano wins the Indian Car of the Year (ICOTY) Award

Tata Motors acquires remaining 79% in Hispano Carrocera.

2010:

Appointment of Mr. Carl-Peter Forster as Managing Director of Tata Motors.

Tata Motors to construct heavy truck plant in Myanmar under Government of India’s Line of Credit.

Tata Motors declared as the Commercial Vehicle Maker of the Year.

Tata Motors Passenger Car Division launches ‘Tata Motors Service Edge’ for leading edge customer service.

Chief Minister of Punjab inaugurates Tata Motors supported State Institute of Automotive and Driving Skills.

Tata Motors appoints Mr. Carl-Peter Forster as Group CEO.

Tata Motors Group displays the widest range of products and environment-friendly technologies at Auto Expo 2010.

Tata Motors : ASSOCIATES

Over the years, Tata Motors has made substantial investments in building

companies that add value, facilitate and support is diverse range of business activities.

Telco Construction Equipment Co. Ltd. (Telco)

Tata Technologies Ltd. (TTL) and Tata Technologies Ltd., USA (TTUS)

HV Axles Ltd., (HVAL)

HV Transmissions Ltd., (HVTL)

TAL Manufacturing Solutions Ltd. (TAL)

Sheba Properties Ltd. (Sheba)

Telco Dadajee Dhackjee Ltd. (TDDL)

Minicar (Indica) Ltd > (Minicar)

CUSTOMER SATISFACTION

Whether the buyer is satisfied after purchase depends on the offer’s performance in relation to the buyer’s expectations. In general.

Satisfaction is a person’s feeling of pleasure resulting from comparing a product’s perceived performance (or outcome) in relation to his or her expectations.

As this definition makes clear, satisfaction is a function of perceived performance and expectations. If the performance falls short of expectations, the customer is dissatisfied. If the performance matches the expectations, the customer is satisfied. If the performance exceeds expectations, the customer is highly satisfied or delighted.

Many companies are aiming for high satisfaction because customers who are just satisfied still find it easy to switch when a better comes along. Those who are highly satisfied are much less ready to switch. High satisfaction are delight creates and emotional bond with the brand, not necessary a rational preference. The result is high customer loyalty.

From past buying experience, friend and associates advice and marketers and competitors information and promises buyers form their expectations. Some of today’s most successful companies are raising expectations and delivering performance to match. These companies are aiming for TCS-total customer satisfaction. The key to generating high customer loyalty is to deliver high customer value.

In addition to tracking customer value expectation and satisfaction, companies need to monitor their competitor’s performance in these areas. For example, a company was pleased to find that 80 percent of it customers said they were satisfied. Then the CEO found out that its leading competitors attained a 90 percent customer satisfaction score. He was further dismayed when he learned that this competitors was aiming to reach a 95 percent satisfaction score.Tools for Tracking and measuring customer satisfactionComplaint and suggestions systems

A customer-centered organization makes it easy for its customers to deliver suggestions and complaints. Many restaurants and hotels provide forms for guests to report likes and dislikes. Some customer-centered companies P&G, General Electric, Whirlpool – establish hot lines with tool-free 800 telephone numbers. Companies are also adding web pages and email to facilitate two-way communication,. The information flows provide companies with many good ideas and enable them to act quickly to resolve problems.

Customer Satisfaction surveys

Studies show that although customer are dissatisfied with one out of every four purchases, less than 5 percent of dissatisfied customers will complain. Most customers will buy less or

switch suppliers. Complaint levels are thu8s not a good measure of customer satisfaction. Responsive companies measure of customer satisfaction directly by conducting periodic surveys,. They send questionnaires or make telephone calls to a random sample of recent customers. The also solicit buyer’s views on their competitor’s performances.

While collecting customer satisfaction data, it is also useful to ask additional questions to measure repurchased intention; this will normally be high if the customer’s satisfaction is high. It is also useful to measure the likelihood or willingness to recommend the company and brand to others. A high positive word-of-mouth score indicates that the company is producing high customer satisfaction.

Ghost shopping

Companies Can Hire Persons To Pose As Potential Buyers To Report On Strong And Weak Points Experienced In Buying The Companies And Competitors Products. These mystery shoppers can even these whether the company’s sales personnel handle various situations well. Thus, a mystery shopper can complain about a restaurant’s food to test how the restaurant handles this complaint. Not only should companies hire mystery shopper’s but managers themselves should leave their offices from time to time, enter company and competitors sales situations where they are unknown, and experience first hand the treatment they receive as “customers”. A variant of this is for managers to phone their own company with questions and complaints to see how the calls are handled.

Lost customer analysis

Companies should contract customers who have stopped buying or who have switched to another supplier to learn why this happened. When IBM loses a customer, it mounts a thorough effort to learn where it failed. Not only is it important to conduct exit interviews when customers first stop buying, it is also necessary to monitor the customer loss rate. If it is increasing this clearly indicates that the company is failing to satisfy customers.

For customer-centered companies, customer’s satisfaction is both a goal and a marketing tool. Companies that achieve high customer satisfaction ratings make sure that their target market knows it.

When customers rate their satisfaction with an element of the company’s performance-say, delivery-the company needs to recognize that customers vary in

how they define good delivery. It could mean early delivery, on-time delivery, order completeness, and so on. Yet if the company had to spell out every element in detail, customers would face a huge questionnaire. The company must also realize that two customers can report being “highly satisfied” for different reasons. One may be easily satisfied most of the time and the other might be hard to please but was pleased on this occasion.

NEED FOR THE STUDY

These days it is very clear that market is having drastic changes and all the companies are acting according to it because to survive in the market and this should be achieved by studying about the customer options and analyzing their future requirements.

This study is definitely going to help to analyze the customer and can take necessary steps for the improvement of the services by the company.

Because customers are the real advertisement for any product so the company should be in position to meet the customer requirements and also should maintain the CUSTOMER RELATIONSHIP.

TATA MOTORS is not only concerned with selling of their products they also concerned with providing service to the customers after selling. So there is necessity for the company to find out the satisfaction level of the customers, at different levels in the company. Which help the organization to find out the ways in improving the services being provided to the customers, To increase the satisfaction level in them.

OBJECTIVES

The following are the objectives of the study:

Primary objectives :

To find the satisfaction level of the customer regarding the service provided.

To find out any drawbacks in the service delivery.

Secondary objectives :

To determine the performance of the company

To mark suggestions for promotional measures to increase the customer

satisfaction.

LIMITATIONS

The following are the limitations of the present study:

Surveyed area is limited only to Delhi (Mainly in NAZAFGARH ROAD AERA).

The time is a limitation to cover more respondents.

Sample size may not fully represent the whole population.

The information provided by the customers might be biased.

RESEARCH METHODOLOGY

INTRODUCTION :

The first and foremost step in the research process consists of problem identification.

One the problem is defined, the next is the research design becomes easier. The

research design is the basic framework, which provides guideline for the rest of the

research process. The research design specifies the methods of data collection and

analysis.

I. Collection of Primary Data:

Communication and observation are the two basic means used by me for collecting

primary data. Communication involves questioning the respondents to secure the

desired information by using data collection instrument called ‘Questionnaire’. The

questionnaire used in my study is consisting of closed-end questions and one open

ended question.

Closed-end questions:

Fixed alternative questions are used in the questionnaire. This consists of

A. Dichotomous Questions: The respondent is given a choice between only

two alternatives.

B. Multiple-choice Questions: The respondents are given a set of alternatives

to answer.

Open-ended question:

The customers are asked to give suggestions to improve the service in the form

of open-ended question at the end of the questionnaire.

II. Collection of Secondary Data:

Internal and external secondary data is collected for the purpose of study. Internal

secondary data is collected within the company. This data includes company records,

previous research reports and other relevant information.

External secondary data is generated from outside. This data includes publications,

government records and Internet etc.

III. Sampling Procedure:

Sample Size: 100

Sampling Procedure: Simple random sampling approach has been

adopted.

IV. Mode of communication:

There are three different methods of communications used by me.

1. Personal interview

2. Telephone interview

3. Mail interview

Among the three personal interview is the most versatile and flexible mode of

communication. So the personal interview was more frequently for the study.

Statistical analysis:

Data analysis and interpretation are necessary ingredients to make the primary

data obtained useful for tacking effective strategic moves. The primary data, which

has been collected by survey using a structural questionnaire, has been systematically

organized, tabulated and edited, so as to properly analyze and achieve the objectives.

1. What made you to buy this vehicle?

TABLE – 1

S. No. Features No. of Respondents %

1. Model 23 23

2. Price 13 13

3. Quality 21 21

4. Brand Name 29 29

5. Other Benefits 14 14

100 100

Inference :

29% of the customer’s opted Tata vehicle basing on the brand name, 23% basing on

the model, 21% basing on the quality, 14% basing on other benefits and 13% basing

on the price. The brand name of the TATA and quality of product should be taken

care of while providing service.

CHART – 1

2. Are you satisfied about the explanation about the benefit / features /

warranty of the vehicle and the financial schemes and the delivery

procedure at the time of purchase?

TABLE – 2


1. Delighted 4 4

2. Very satisfied 27 27

3. Satisfied 45 45

4. Somewhat dissatisfied 12 12

5. Very dissatisfied - 0

6. No response 12 12

100 100

Inference :

76% of the customers are satisfied about the explanation about the benefits,

features, etc., at the time of purchase, out of which 27% are very satisfied, also 12%

are somewhat dissatisfied, so the company had to made more effort to satisfy the

dissatisfied customers.

CHART – 2

3. How is the reception at the time of enquiry by the sales personnel?

TABLE – 3


1. Delighted 12 12


3. Satisfied 42 42



6. No response 12 12

100 100

Inference :

42% of the customers are satisfied by the reception of the sales personnel at the time

of enquiry, 30% are very satisfied, 12% are delighted so the sale personnel are

performing their task quite efficiently. Also there are 4% customers that are somewhat

dissatisfied and 12% had not responded to the above question.

CHART –3

4. Are you satisfied with the time taken to open the job card (work order).

TABLE – 4


1. Delighted 23 23


3. Satisfied 25 25



100 100

Inference :

44% of the customers are very satisfied by the time taken to open the job card,

25% are satisfied, 23% are delighted and 8% are somewhat dissatisfied.

CHART – 4

5. Are you satisfied with the reception of the service advisor?

TABLE – 5


1. Delighted 11 11


3. Satisfied 30 30



100 100

Inference :

As we see that 61% of the customers are more than just satisfied by the reception of

the service advisors, thus the service advisors are performing their duties with

perfection, there are only 9% customers that are somewhat dissatisfied from service

advisors.

CHART – 5

6. Are you satisfied with the facilities of the service station like customer

waiting room etc.,

TABLE – 6


1. Delighted 13 13


3. Satisfied 51 51


5. Very dissatisfied 2 2

100 100

Inference :

51% of the customers are satisfied by the facilities of the service station, 30% are very

satisfied, the valuable suggestions can be taken from the unsatisfied customers to

improve the facilities.

CHART – 6

7. Are the services being attended correctly to the relevant complaint?

TABLE – 10


1. Yes 85 85

2. No 15 15

100 100

Inference :

85% of the customer’s say that the service is being attended correctly to

relevant complaint. Where as 15% feel that the service is not attended correctly to

relevant complaint.

CHART - 10

8. Are you satisfied with the solutions to all the problems reported by you?

TABLE – 8


1. Delighted 6 6


3. Satisfied 34 34



100 100

Inference :

40% of the customers are very satisfied with the solutions to all the problems

reported by them, 34% are satisfied, 16% are somewhat dissatisfied, 6% are delighted

and 4% are very dissatisfied. Thus 20% of the customers are not totally satisfied with

the solution for their problem thus the service advisor has to provide most satisfactory

solution.

CHART – 8

9. Are you satisfied with the delivery made i.e., is the delivery made in time

as per the conditions desired by you from service station.

TABLE – 13


1. Delighted 10 10


3. Satisfied 34 34



100 100

Inference :

34% of the customers are satisfied with the delivery made from the service

station, 33% are very satisfied, 19% are somewhat dissatisfied, 10% are delighted and

9% are very dissatisfied.

CHART – 13

10. Are you satisfied with the explanation of job done and bill at the time of

delivery.

TABLE – 14


1. Delighted 10 10


3. Satisfied 37 37



100 100

Inference :

41% of the customers are very satisfied with the explanation of job done and

bill at the time of delivery, 37% are satisfied, 12% are somewhat dissatisfied and 10%

are delighted.

CHART – 14

11. Are your receiving our service reminders regularly ?

TABLE – 17


1. Yes 56 56

2. No 44 44

100 100

Inference :

56% of the customers are receiving the service remainders regularly. Whereas

44% of the customers are not receiving the service remainders regularly.

CHART - 17

12. Have you been informed about the next service schedule ?

TABLE – 18


1. Yes 60 60

2. No 40 40

100 100

Inference :

60% of the customers have been informed about the next service schedule.

Where as 40% of the customers are not informed about the next service schedule.

CHART – 18

13. Are you satisfied with the overall performance of the workshop.

TABLE – 19


1. Delighted 4 4


3. Satisfied 46 46



100 100

Inference :

46% of the customers are satisfied with the overall performance of the

workshop, 42% are very satisfied, 7% are somewhat dissatisfied, 4% are delighted and

1% is very dissatisfied.

CHART – 19

FINDINGS

34% of the customer previously not used any vehicle, 26% used some other vehicle, 23% used maruthi, 9% used mahindra and 8% used Toyota.

29% of the customer opted Tata vehicel basing on the brand name, 23% basing on the model, 21% basing on the quality, 14% basing on other benefits and 13% basing on the price.

45% of the customers are satisfied about the explanation about the benefits, features, etc., at the time of purchase, 27% are very satisfied, 12% very satisfied, 12% are somewhat dissatisfied, 4% are delighted and 12% had not responded to the above question.

42% of the customers are satisfied by the reception of the sales personnel at the time of enquiry, 30% are very satisfied, 12% are delighted, 4% are somewhat dissatisfied and 12% had not responded to the above question.

50% of the customers are very satisfied by the reception of the service advisor, 30% are satisfied, 11% are delighted and 9% are somewhat dissatisfied.

44% of the customers are very satisfied by the time taken to open job card, 25% are satisfied, 23% are delighted and 8% are somewhat dissatisfied.

46% of he customers are satisfied by the attitude of the service personnel, 28% are very satisfied, 140% are somewhat dissatisfied, 11% are delighted and 1% very dissatisfied.

51% of the customers are satisfied by the facilities of the service station, 30% are very satisfied, 11% are somewhat dissatisfied and 8% are delighted.

73% of the customers say that they are being informed if any extra job is required to their vehicle. Where as 27% of the customers are not informed about the extra job required for their vehicle.

85% of the customer’s say that the service is being attended correctly to relevant complaint. Where as 15% feel that the service is not attended correctly to relevant complaint.

40% of the customers are very satisfied with the solutions to all the problems reported by them, 34% are satisfied, 16% are somewhat dissatisfied, 6% are delighted and 4% are very dissatisfied.

53% of the customers are very satisfied with the quality of washing, 27% are satisfied, 12% are delighted, 7% are somewhat dissatisfied and 1% is very dissatisfied.

34% of the customers are satisfied with the delivery made from the service station, 33% are very satisfied. 19% are somewhat dissatisfied, 10% are delighted and 9% are very dissatisfied 41% of the customers are very satisfied with the explanation of job done and bill at the time of delivery, 37% are satisfied, 12% are somewhat dissatisfied and 10% are delighted.

46% of the customers are satisfied with the general appearance of the workshop, 40% are very satisfied, 8% are delighted, 4% are somewhat dissatisfied and 2% are very dissatisfied.

42% of the customers are satisfied by the labour and spare parts charge, 42% are somewhat dissatisfied, 7% are very satisfied, 6% are very dissatisfied and 3% are delighted.

56% of the customers are receiving the service remainders regularly, where as 44% of the customers are not receiving the service remainders regularly.

60% of the customers have been informed about the next service schedule where as 40% of the customers are not informed about the next service schedule.

46% of the customers are satisfied with the overall performance of the workshop 42% are very satisfied, 7% are somewhat dissatisfied, 4% are delighted and 1% is very dissatisfied.

SUGGESTIONS

Prompt delivery of the vehicle should be made. Top priority must be given to taxes and long distance vehicles then local vehicles. Facilities like A/C. News papers, Drinking water and weeklies must be provided

and they must be up to the standards in customer waiting room. MG Brothers must advertise it self about its service station by having boarding

mainly at sales point and at customer waiting room.

A separate phone must be made available to deal with customers to inform them whether the service station is ready to accept their Vehicles for service

The organization must appoint persons to deal with the customers in phone and to explain the customers about the job done at the time of delivery.

Shelter must be their while going through job card. The organization must instruct the workers not only to considers the job card they

must also go through the vehicle and if they find and things extra jobs to be done them they must inform the owner and they must entire it in job card and then go through the work.

Labour charges should be decreased Service reminders should be sent regularly Billing should be made faster.

CONCLUSION

The overall performance of the services in the workshop is satisfactory to many

of the customers. Nothing in the world can be perfect. Some faults are seen in the

services though not major ones but some of the problems may give side effect and

make cause more trouble in the future. So the problems need to be identified and

solved immediately. Some of the main things are as follows.

Prompt delivery should be made.

Charges are high and need to be decreased.

The efficiency of workers is to be increased.

Check list should be maintained so that any other extra jobs that the

customers are unaware can be solved.

If the problems identified are solved effectively, then the customer satisfaction

level increases on the organization.

M.G. BROTHERS AUTOMOBILES Pvt. Ltd., - NELLORE

CUSTOMER FEED BACK

Dear sir/Madam

I ,C.MAHESH doing my M.B.A in Ramaraja institute of

technology & science, Tirupati. My project title is study on Customer

satisfaction towords TATA MOTORS SERVICE with reference to

M.G.BROTHERS PVT.LTD NELLORE.

I would be greatly obligut if you can spare your most valuable time

to answer the following questions, which my urge in bringing out this project .

Name of the customer :

Place :

Ph :

E-Mail :

Vehicle Model :

Vehicle Number :

Address :

QUESTIONNARIES:

1. The Vehicle that you previously used [ ]

a) Maruti b) Toyota c) Machindra

d) Not used any vehicle e) Some other vehicle

2. What made you to buy this vehicle [ ]

a) Model b) Price c) Quality

d) Brand name e) Other benefits

3. Are you satisfied about the explanation about the benefits / features/ warranty

of the vehicle and the financial schemes and the delivery procedure at the time

of purchase. [ ]

a) Delighted b) Very satisfied c) Satisfied

d) Some what dissatisfied e) Very dissatisfied

4. How is the reception at the time of enquiry by the sales personal [ ]



5. Is it ease of obtaining appointment i.e., are you satisfied with the reception of

the service advisor. [ ]



6. Are you satisfied with the time taken to open the job card (work order)

[ ]



7. How is the attitude of the service personnel [ ]



8. Are you satisfied with the facilities of the service station like customer waiting

room etc., [ ]



9. Are the services being attended correctly to the relevant complaint [ ]

a) Delighted b) No

10. Are you satisfied with the quality of washing [ ]



11. Are you satisfied with the delivery made i.e., Is the delivery made in times as

per the conditions desired by you from service station.[ ]



12. Are you satisfied with the explanation if job done and bill at the time of

delivery [ ]

a) Delighted b) Very satisfied c) satisfied


13. Do you feel labour and spare parts charge reasonable [ ]



14. Are you receiving our service reminders regularly [ ]

a) Yes b) No

15. Are you satisfied with the overall performance of the workshop[ ]



Sir, I heartfully thank you for sparing your valuable time for me

CHILAKAPATI.MAHESH

Place :

Date : Signature.

BIBLIOGRAPHY

Marketing research (third edition, published by Tata McGraw hill, new delhi).

PROF. G.C.BERI

Marketing Management (the Millennium edition & 8th Edition)

PHILIP KOTLER

Documents

CUSTOMER SATISFACTION TOWARDS THETATA MOTOR SERVICE (FOUR WHEELER)TATA MOTOR SERVICE (FOUR WHEELER