automobile industry

Topics: Tata Motors, Tata Nano, Tata Group Pages: 39 (3958 words) Published: October 25, 2013
International Journal of Advanced Research in
Management and Social Sciences

ISSN: 2278-6236

A STUDY OF CUSTOMER SATISFACTION WITH REFERENCE TO TATA MOTOR PASSENGER VEHICLES
Kavita Dua*
Savita*

Abstract: Satisfaction is crucial concern for both customers and organizations. Satisfaction is a subjective concept and therefore difficult to determine. It depends on many factors and varies from person to person and product to product. The importance of customer satisfaction in strategy development for customers and market oriented cannot be underdetermined. Now a day it has become very important factor for each and every organization to enhance the level of customer satisfaction. The overall study reveals that It was found that the customer are mostly satisfied with price , design, safety, mileage, interior space, status brand name, comfort level, spares part and after sale service. Keywords: Customer, Customer satisfaction, Automobile company, passenger vehicles, Tata motors.

*Research scholar, Deptt of commerce, M.D.University
Vol. 2 | No. 4 | April 2013

www.garph.co.uk

IJARMSS | 68

International Journal of Advanced Research in
Management and Social Sciences

ISSN: 2278-6236

INTRODUCTION
Satisfaction is crucial concern for both customers and organisations. Satisfaction is a subjective concept and therefore difficult to determine. It depends on many factors and varies from person to person and product to product. The importance of customer satisfaction in strategy development for customers and market oriented cannot be underdetermined. Now a day it has become very important factor for each and every organization to enhance the level of customer satisfaction. Customer satisfaction, a term is used in marketing, it’s a measure how product and service supplied by the company meet or surpass customer expectation. Customer satisfaction according to ISO 9000, users opinion about the degree to which its meets its requirements. Customer satisfaction is a highly personal assessment.

Customer satisfaction is a measure of post purchase behaviour of the customers.

If

customer expectations meet with the perceived value of goods and service then customer is satisfied but if the perceived value of goods and service is less than the customer expectations than customer is dissatisfied and if the perceived value exceeded the expected value of the goods and service than the customer is delighted. In addition, customers generally want the best possible product or service for a low cost. The perception of the best product or service at lowest price with safety effect the industry and customer segment significantly.

Thus customer satisfaction is defined as “The number of the customers or percentage of the total customers, whose reported an experience with a firm, it product or its service exceeds specified satisfaction goods”. Customer satisfaction is very important for any business whether it sale the product or services because if the customer is satisfied then they make the repeat purchases and tell other persons like their friends, neighbourhoods, family members etc. about their good experience and satisfied customers tell five other people about their good experience.

IMPORTANCE OF CUSTOMER SATISFACTION
Customer satisfaction is an important because a higher level of satisfaction can deliver many satisfactions. Those satisfactions are as follows:
Loyalty: A highly satisfied customer is a loyal customer.
Repeat purchases: A highly satisfied customers buy more products. Vol. 2 | No. 4 | April 2013

www.garph.co.uk

IJARMSS | 69

International Journal of Advanced Research in
Management and Social Sciences

ISSN: 2278-6236

Referral: A highly satisfied customer tells their friends and family about the product or service.
Retention: A highly satisfied customer is less likely to switch brands. Reduced cost: A highly satisfied customer costs less to serve than a new customer. Premium safety: A...
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