Customer Satisfaction on Maruti Suzuki

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  • Topic: Suzuki, Maruti Suzuki, Suzuki Alto
  • Pages : 30 (7741 words )
  • Download(s) : 1194
  • Published : May 9, 2013
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FACTORS AFFECTING CUSTOMER
SATISFACTION :

A STUDY ON MARUTI-SUZUKI

Name : PROSEN SAHA
11/MBA/34

AKNOWLEDGEMENT
Firstly, I would like to thank my project guide Mr.Subhadip Sarkar for giving me the opportunity to work on this project. His valuable suggestions, guidance and supervision had helped us to a great extent in accomplishing this project. This project has no doubt has given us the knowledge and the experience. I also take this opportunity to thank all the Respondents for their valuable time and their valuable responses without which the project would have not been possible.

CONTENTS

1. ABSTRACT
2. INTRODUCTION
3. LITERATURE REVIEW
4. RESEARCH METHODOLOGY
5. QUESTIONAIRE
6. FINDINGS AND ANALYSIS
7. CONCLUSION
8. BIBLIOGRAPHY

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Abstract

Exceptional customer service results in greater customer retention, which in turn results in higher profitability. Customer loyalty is a major contributor to sustainable profit growth. To achieve success, a company must make superior service second nature of the organization. A seamless integration of all components in the service-profit chain – employee satisfaction, value creation, customer satisfaction, customer loyalty, and profit and growth – links all the critical dynamics of top customer service. Many companies forget that satisfying customer needs and continuous value innovation is the only path to sustainable growth. This creates opportunities for new, smaller companies to emulate and improve upon what made their bigger competitors successful in the first place and steal their customers. Organizations are increasingly interested in retaining existing customers while targeting non-customers. Measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace. In this paper I would like to emphasis on Customer Satisfaction towards Maruti-Suzuki – A Study on Passenger Cars in Durgapur and Kolkata region.

INTRODUCTION
About Maruti Suzuki
Maruti Suzuki India Limited, commonly referred to as Maruti and formerly known as Maruti Udyog Limited, is an automobile manufacturer in India. It is a subsidiary of Japanese automobile and motorcycle manufacturer Suzuki. As of November 2012, it had a market share of 37% of the Indian passenger car market. Maruti Suzuki manufactures and sells a complete range of cars from the entry level Esteem and Alto, to hatchback Ritz, A-Star, Swift, Wagon R, Zen and sedans DZire, Kizashi and SX4, in the 'C' segment Eeco, Omni, Multi Purpose vehicle Suzuki Ertiga and Sports Utility vehicle Grand Vitara.[9] The company's headquarters are on Nelson Mandela Road, New Delhi. In February 2012, the company sold its ten millionth vehicle in India. Originally, 18.28% of the company was owned by the Indian government, and 54.2% by Suzuki of Japan. The BJP-led government held an initial public offering of 25% of the company in June 2003. As of May 2007, the government of India sold its complete share to Indian financial institutions and no longer has any stake in Maruti Udyog.

Service Quality and SERVQUAL Model:
According to Asubonteng et al., (1996), due to intense competition and the hostility of environmental factors, service quality has become a cornerstone marketing strategy for companies. This highlights how important improving service quality is to organisations for their survival and growth since it could help them tackle these challenges they face in the competitive markets. This means that service-based companies are compelled to provide excellent services to their customers in order to have a sustainable competitive advantage. There is however, a need for these organisations to understand what service quality is in order to attain their objectives.

Various models have been developed to measure service quality following these approaches either...
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