Customers Satisfaction Level in Compact Car Segment with Special Reference to Maruti
CUSTOMERS SATISFACTION LEVEL IN COMPACT CAR SEGMENT WITH SPECIAL REFERENCE TO MARUTI
Project of Marketing Research
By:
Faizan Ahmad
INSTITUTE OF MANAGEMENT STUDIES
LAL QUAN, GHAZIABAD – 201 009
SEPTEMBER 2008
TABLE OF CONTENTS
CHAPTER NO. CHAPTER PAGE NUMBER
1. LITERATURE REVIEW 6
2. OBJECTIVES 8
3. RESEARCH METHODOLOGY 9
4.
RESEARCH DESIGN 10
5. SAMPLE DESIGN 11
6. DATA COLLECTION 12
7. DATA ANALYSIS 13
8. CONCLUSION & FINDINGS 20
9. ANNEXURE 21
CHAPTER 1
LITERATURE REVIEW
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
Project of Marketing Research
By:
Faizan Ahmad
INSTITUTE OF MANAGEMENT STUDIES
LAL QUAN, GHAZIABAD – 201 009
SEPTEMBER 2008
TABLE OF CONTENTS
CHAPTER NO. CHAPTER PAGE NUMBER
1. LITERATURE REVIEW 6
2. OBJECTIVES 8
3. RESEARCH METHODOLOGY 9
4.
RESEARCH DESIGN 10
5. SAMPLE DESIGN 11
6. DATA COLLECTION 12
7. DATA ANALYSIS 13
8. CONCLUSION & FINDINGS 20
9. ANNEXURE 21
CHAPTER 1
LITERATURE REVIEW
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