i10 Hyundai Chennai Customers: Satisfaction Level

This study focuses on the post purchase behaviour of customers of Hyundai with special reference to the new variant i10 in Chennai city. The study also helps to identify the satisfaction level of customers and the effectiveness of after sales service. The sample size was taken as 150. The statistical tools such as percentage analysis, chi square analysis and multiple regression analysis were used for the analysis. The study also suggests the ways to improve the satisfaction level and lifter sales service of customers of i 10 and gives a clear picture of the opinion of the customers towards Hyundai ¡10.

Hypotheses of the Study There is significant relation between income and factors influencing customer to buy Hyundai

i10. There is significant relation between income and people perception about i10 value. There is significant relation between age and customer expectation. Overall satisfaction of the customers and the factors that contribute overall satisfaction was

positively contributed. Overall satisfaction of the customers with delivery time and after sales service has positive

contribution.

The questionnaires were circulated among the customers who came for servicing their cars in various service centres, situated in and around Chennai.

ResultsThe factors such as stylish, space and interior, comfort and technology have influenced 91 percent of the respondents to switch over their preference to Hyundai il0 from some other car.

The motivating factors such as stylish, special features, brand image, comfort and mileage and after sales service were some of the factors, which influenced 62 percent of the respondents to prefer Hyundai i10 for their first car purchase. The other factors considered were Price, Power steering, Safety, Power, Space, Drivability, Word of mouth, Advertisement, Brand ambassador, Availability of service outlet, and Easy availability of finance.

By using Regression:

SATISFACTION = 0.682 performance + 0.446 interior + 0.302 gearbox + 0.211 suspension + 0.103 ride quality - 0.063 design - 0.097 power - 0.134 engine - 0.081 fuel efficiency - 0.0.92 dynamic ability - 0.150 creature comfort - 0.133 space - 0.010 handling - 0.132 a/c - 0.070 pickup.

Thus it was found that performance, interior, gear box and suspension contributes positively towards the overallsatisfaction of the customer experience with Hyundai i 10.

Also it was found that both delivery time and after sales service contribute positively towards the overall satisfaction of customers.

SATISFACTION = 0.444 delivery time + 0.028 after sales service.

Conclusion:On the whole the customers of Hyundai ilO are satisfied with the car after purchase and this itself a great achievement to the company. It gives the feel of luxury to the customers and a convenience of smaller cars in the crowded area.