Customer Satisfaction Measurement and Management for the customers of JCB India in

Nagpur region

SUMMER INTERNSHIP PROJECTCompany -IMRB internationalName-NIRAJ D. RAJPUTRoll no.:-MM1517414BIMM

INDEX

1. Company Overview.2. Project overview and objectives.3. Research methodology adopted.4. Details of analysis.5. Findings based on Analysis.6. Recommendations.7. Limitations.

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1. COMPANY OVERVIEW 1.1 Company profile : IMRB international• Multicountry market research, survey and business consultancy

firm.• Offers range of syndicated data and customised research services,

Operates in over 15 countries.• Established in 1970 it’s a part Kantar Group, WPP’s research

section, Pioneer of market research in India.• Introduced SEC, first and only household panel and TAM.• Rated “Best market research company” by MRSI.• Offers services to variety of clients like ITC, Dabur , Godrej

TATA, JCB and many other firms.

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1.1 Company profile : IMRB international

A diagrammatic chart representing IMRB’s ownership structure

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1.1 Company profile : IMRB international

• Divisions1. Abacus Business Operations.-4 millions interviews

annually.2. Abacus Business Analytics.-data processing, analysis.3. Abacus research- do research for clients.4. BIRD-mainly for B2B markets.5. BSG-Brand science group with focus on brand and

communication research.6. CSMM-independent, specialist unit of IMRB

International for satisfaction studies.

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1.2 Projects undertaken during internship

• CSMM for JCB India- 50 interviews.• EDGE , Audit for pureit - 5 Audits.• Project Khushi , CSMM for John Deere - 6

interviews.• FAB I , market potential for fly ash bricks - 30

interviews.• JSW steel ,CSMM for JSW- 6 interviews.• J D power , dealer rating , 12 interviews.

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1.3 Company profile : JCB India

• Client of IMRB under CSMM division.• A leading manufacturer of Earthmoving and construction

Equipment in India.• A fully owned subsidiary of J C Bamford Excavators.• Offers 43 different types of models in 7 product

categories such as Backhoe Loaders, Wheeled Loaders, Excavators, Skid Steer loaders, Telehandlers, Compactors and Generators.

• Operates in over 60 countries with 5 world class manufacturing facilities in India.

• Investment of over 2000 crores rs in India.May 1, 2023 7

1.3 Company profile : JCB India • With 14 Operator Training Centres, JCB has also a 16

weeks detailed induction program for the ITIs and Diploma.

• It has a network of 61 dealers and over 600+ outlets throughout India which provide Parts and Product Support to our Customers.

• JCB has collaborated with the Government’s Skilling Initiatives to create Employment and Entrepreneurship.

• Customer focus and Quality have been at the core of JCB’s operations

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1.3 Company profile : JCB India After sales services by JCB India

• Warranty.• Parts support.• Live link support.• Extended warranty:- JCB Care Plus.• LAB check.

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2. PROJECT OVERVIEW AND OBJECTIVES

Primary objective• To understand the level of satisfaction of customers of JCB

India with its after-sales service. Secondary objectives1. To observe the approval levels and assess how JCB India is meeting

customer expectations on various aspects of after-sales service.2. To know about the performance of JCB dealers on various aspects

related to after-sales service.3. To suggest measures to improve the satisfaction index of JCB India

and its dealers for after-sales service.4. To compare the services of new dealer Anand Mine tools Pvt Ltd.

with the previous dealer Gadre engineering Ltd.

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Target Group 

• Customers of JCB India – Retail and Corporate- who were identified from the database provided by JCB India.

• Retail Customers (who own only 1 or 2 JCB machines).• Corporate customers (who own more than 2 / 3 JCB machines).

Administration Methodology  • Face to Face interviews conducted with the respondents who

were willing to give their feedback at a time and place convenient to them.

• Customers identified from the database provided by JCB India.

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3. RESEARCH METHODOLOGY• The research methodology adopted was Conclusive

research.• Population covered was customers of JCB India in Nagpur

region.• Structured questionnaire was provided by IMRB based on

various service related parameters related to JCB India.• Questionnaire covered following sections-1.Service under warranty 2.Extended Warranty services

3. Repairing beyond warranty 4.Services beyond warranty5. Parts 6. Dealer engineer7.Communication 8.Payment9.Net promoter score 10. Additional information

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3. RESEARCH METHODOLOGY(continued)

Sampling and sample size• Database of 160 customers of JCB India was given by

the company itself.• Sample size required was 50.• 40 interviews were conducted face to face and 15 done

over telephone due to time and location constraint.• Respondents were selected based upon convenience of

the customers of JCB in the Database only.

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4. DETAIL ANALYSIS

• Questionnaire contained 80 questions including all 10 sections.

• 29 variables of interest were drawn from the questionnaire which appeared significant to evaluate satisfaction of customers of JCB India.

• Statistical tool used is IBM SPSS version 23.• Responses to these variables were tabulated in SPSS

data view based on the data we got from customers.• Various SPSS techniques used for analysing the data.

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USE OF SPSS TECHNIQUES• For questions having Likert scale(1-5 rating) general

frequency tables are used to show the response with frequency and percentages.

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USE OF SPSS TECHNIQUES

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USE OF SPSS TECHNIQUES

• Reasons for the poor rating have been shown by bar charts.

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USE OF SPSS TECHNIQUES• Dichotomous questions regarding awareness about

different services.

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USE OF SPSS TECHNIQUES

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• Cross tabulations• Communication by the dealer

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• Cross tabulation• Rating to the dealers

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• Regression analysis

• dependent variable- Rating for new dealer Anand mine tools Ltd.

• Independent variables- 1. Rating for services under various conditions. 2. Availability of parts. 3. Convenience of procurement of parts from dealer. 4. Performance of Dealer Engineer.

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1.Close values of Adjusted R square and R square.2. The F value in ANOVA is 11.15 is at significance of 0.00 which shows that the regression analysis is valid.

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• Regression Equation:- • Rating for Anand = 0.18 + 0.219(availability of

parts) + 0.195 (ease of procurement) +0.112(work of engineer)

• The satisfaction of the customers is mainly dependent on the availability of the part, ease of procurement parts from the dealer and the performance of the service engineer.

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5. FINDINGS• 84% Customers were satisfied with the services under warranty

but 26% are dissatisfied with the services beyond warranty.

• Awareness was poor in the customers with variety of services like JCB care plus, JCB family club, Annual maintenance contract.

• All the customers are satisfied with the quality of parts from JCB India but 66% are dissatisfied with the availability and procurement of parts from dealer.

• Positive feedback(76%) in case of Performance of the dealer engineer and communication (66%) by the dealer.

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5. FINDINGS(continued)• Though the parts of JCB are of very high quality the operating

cost is similar to very high according to 65% customers as compared to competitors

• Cross tabulations shows that all the customers both retail and corporate are satisfied with the services which were provided by Gadre engineering services.

• The case is opposite for Anand mine tools pvt. Ltd.62% of the customers rated poor for its services and said that the present dealer is not able to provide after sales services which were provided by the previous dealer.

• The satisfaction of the customers is mainly dependent on the availability of the part, ease of procurement parts from the dealer and the performance of the service engineer.

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5. FINDINGS(Continued)• The corporate customers are having issues with the new dealer and

employees at the JCB office. The main reason is the careless attitude of dealer personnel towards these old corporate customers leading to loss of business for JCB.

• Customers who were loyal to JCB and planning to purchase in future have changed their mind and opted for competitor’s machines looking at the poor response of the new dealer. This comes as the biggest threat to the JCB India in Nagpur region.

• Focus of new dealer is on increasing its sales only, its not showing any responsibility towards serving to existing customers.

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6. RECOMMENDATIONS• Investigate the reasons of failure of new dealer in providing

after sales services to the customers.• Awareness campaign, meetings should be regularly

arranged by the Company itself instead of relying on the dealers.

• Priority should be given to make parts available.• Train dealer personnel in dealing with corporate

customers .• Changes in design of service pattern to minimise operating

cost for the customers.• Introduce another dealership of JCB India in the region to

generate competition among them and avoid monopoly.May 1, 2023 32

7. LIMITATIONS• Address and contact details given in the database were

not correct.• Many customers from the database are new customers

not able to respond to every detail in questionnaire.• We were asked to approach the customers from the

database only. The other customers which we came across were not be considered as respondents by the company .

• Difficulty in Telephonic interviews.

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KEY LEARNINGS• Importance of after sales services for high price (18-

35 lac) machines which require frequent servicing.

• Your responsibility as dealer never ends once the sales deal is close it actually starts from there.

• For having sustainable grip over market you are serving in performance of dealer in providing after sales support is the key factor.

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THANK YOU

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Questions?

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