Project of Marketing Research
INSTITUTE OF MANAGEMENT STUDIES
LAL QUAN, GHAZIABAD – 201 009
TABLE OF CONTENTS
8.CONCLUSION & FINDINGS20
Kurt Matzler and Hans H. Hinterhuber in their article “How to make product development projects more successful by integrating Kano's model of customer satisfaction into quality function deployment” in science direct Technovation,Volume 18, Issue 1, January 1998, Pages 25-38 said that -Managers need a set of practical step-by-step tools and methods which ensure a better understanding of customers' needs and requirements, as well as procedures and processes to enhance communication by focusing on the voice of the customer within a product development project. The authors propose a methodology, based on Kano's model of customer satisfaction, to explore customers' stated needs and unstated desires and to resolve them into different categories which have different impacts on customer satisfaction. Robert A. Peterson and William R. Wilson in their paper “Measuring customer satisfaction: Fact and artifact” published in Journal of the Academy of Marketing Science October, 2007 said that- Self-reports of customer satisfaction invariably possess distributions that are negatively skewed and exhibit a positivity bias. Examination of the customer satisfaction literature and empirical investigations reveal that measurements of customer satisfaction exhibit tendencies of confounding and methodological contamination and appear to reflect numerous artifacts.
Thorsten Hennig-Thurau and Alexander Klee in their article “The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development” published in Department of Marketing II, Marketing Management, University of Hanover, Königsworther Platz 1, 30167, Hanover, Germany said that - Customer satisfaction with a company's products or services is often seen as the key to a company's success and long-term competitiveness. In the context of relationship marketing, customer satisfaction is often viewed as a central determinant of customer retention. However, the few empirical investigations in this area indicate that a direct relationship between these constructs is weak or even nonexistent. The overall purpose of this article is to develop a conceptual foundation for investigating the customer retention process, with the use of the concepts of customer satisfaction and relationship quality. The article involves a critical examination of the satisfaction-retention relationship, and the development of a more comprehensive view of the customer's quality perception.
The purpose of research is to discover answers to questions through the application of scientific procedures. The main aim of research is to find out the hidden truth which has not been discovered yet. 1.To check the satisfaction level in people about the different cars in the compact car segment that they use and to develop substantial degree of awareness in them accordingly.
2.To identify the factors the customers feel are important while selecting a particular car.
3.To identify which companies in the compact car segment are the leaders and who are the followers.
Research Methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. (Kothari 1998)
We divided the research methedology into two stages which involve two sources for collecting the data in order to achieve the objective of project....