“A STUDY ON SERVICE QUALITY

EXPECTATION AT LUBI ELECTRONICS PRIVATE

LIMITED”
Submitted by
R.MANIMARAN
(Reg No: 12208631016)
OF
DEPARTMENT OF MANAGEMENT STUDIES
VEL TECH MULTI TECH Dr.RANGARAJAN Dr.SAKUNTHALA
ENGINEERING COLLEGE
A PROJECT REPORT
Submitted to the
FACULTY OF MANAGEMENT STUDIES
In partial fulfillment of the requirements for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
IN
MARKETING MANAGEMENT

ANNA UNIVERSITY: CHENNAI-600 025

(SEP-2010)
 VEL TECH MULTI TECH Dr.RANGARAJAN Dr.SAKUNTHALA
ENGGIEERING COLLEGE
Affiliated to Anna University
Avadi, Chennai – 600 062.

BONAFIDE CERTIFICATE

This is to certify that the project report title “A STUDY ON SERVICE QUALITY
EXPECTATION AT LUBI ELECTRONICS PRIVATE LIMITED” is the bonafide work of
Mr.R.MANIMARAN (1208631016) who carried out the research under my supervision.
Certified further that to the best of my knowledge the work reported here in does not form
part of any other project report or dissertation on the basis of which a degree or award was
conferred on an earlier occasion on this or any other candidate .

Principal HOD

Assessed by

Internal Examiner External Examiner

ACKNOWLEDGEMENT
 I use this opportunity to extend my heartful tank to the people behind the
successful completion of my project “A STUDY ON SERVICE QUALITY
EXPECTATION AT SRI JAI AUTOS PRIVATE LIMITED”.

I express my deep, my sense of gratitude and special thanks to our chairman

Dr.R.Rangarajan, B.E(Elect),B.E(Mech),M.S(Auto),PhD., and principal
for their co operation during the project period.

I sincerely thank Mr.Dr.N.VIJAY Head of the Dept of MBA, and the internal
guidance Mrs.VINODNI.R of VEL TECH MULTI TECH Dr.RANGARAJAN
Dr.SAKUNTHALA ENGINEERING COLLEGE, Chennai, and all my lectures for
their valuable advising and moral support extend to me.

I express my profound sense of gratitude and thanks to Mr. Arun, “Lubi

Electronics, arumbakkam” for his constructive guidance and president motivation
throughout this project.

I wish to express my sincere thanks to my parents and friends for their help
and guidance through out my life.

(R.MANIMARAN)

iii

ABSTRACT

This study focuses on the service quality expectations of the Lubi Electronics Private
Ltd customers towards the organisation. In order to retain the existing customers and attract
the new customers the organization has to identify their new needs and it has to fulfill their
expectations. Better customer service decides success of the organisation.

Extensive study was conducted on the customers through direct survey. The sample
size was 200.the tool of data was a questionnaire. The time period of this study is four months.
The statistical tools used for the study are percentage analysis, chi-square, weighted average
method and Analysis of variance.

The study reveals that the customers’ expectations are mostly fulfilled in the existing
quality of service in the organisation still a piece of improvement would increase their
satisfactory level.

iv

TABLE OF CONTENTS

CHAPTE
R NO TOPIC PAGE NO.
1. INTRODUCTION
 1.1 OUTLINE OF THE PROJECT 1

1.1.1NEED FOR THE STUDY 2

1.1.2 SCOPE OF THE STUDY 3

1.1.3 OBJECTIVES OF THE STUDY 4

1.1.4 RESEARCH METHODOLOGY 5

1.1.5 LIMITATIONS OF THE STUDY 7

1.1.6 CHAPTERISATION 8

1.2 REVIEW OF LITERATURE 9

1.2.1 COMPANY PROFILE 13

1.2.2 SERVICE PROFILE 15

2 DATA ANALYSIS & INTERORETATION

2.1.1 PERCENTAGE ANALYSIS 17

2.2.1 CHI-SQUARE ANALYSIS

2.3.1 WEIGHTED AVERAGE ANALYSIS

3 SUMMARY AND CONCLUSION

3.1 FINDINGS 48

3.2 SUGGESTION 49

3.3 CONCLUSION 50

4 ANNEXURE – QUESTIONNAIRE A1

5 REFERENCES A2

LIST OF TABLES

TABLE NO TABLE NAME PAGE NO

1.2.1 Table on differences between goods and
services 17
1.2.2
Table on dimensions of quality 19
1.2.3
Table on service quality dimensions 21

2.1.1 Table on service due reminder 17

2.1.2 Table on waiting time to get service 19

2.1.3 Table on cleanliness and comfort of reception 21

2.1.4 Table on service provider competency 23

2.1.5 Table on estimating delivery time 25

2.1.6 Table on cost estimation 27

2.1.7 Table on reasoning service charge 29

2.1.8 Table on satisfaction of service 31

2.1.9 Table on availability of spare parts 33

2.1.10 Table on how long to get vehicle after service 35

2.1.11 Table on explanation about work done 37

2.1.12 Table on satisfactory conformation 39

2.1.13 Table on staff behavior 41

2.1.14 Table on describing the service to others 43

2.1.15 Table on need for increasing free service 45

2.1.16 Table on often needed service 41

2.1.17 Table on expectation of short period of service 43

2.1.18 Table on quality dimensions 45

2.1.19 Table on difference in service 47

LIST OF CHARTS

CHART NO CHART NAME PAGE NO

2.1.1 Chart on service due reminder 18

2.1.2 Chart on waiting time to get service 20

2.1.3 Chart on cleanliness and comfort of reception 22

2.1.4 Chart on service provider competency 24

2.1.5 Chart on estimating delivery time 26

2.1.6 Chart on cost estimation 28

2.1.7 Chart on reasoning service charge 30

2.1.8 Chart on satisfaction of service 32

2.1.9 Chart on availability of spare parts 34

2.1.10 Chart on how long to get vehicle after service 36

2.1.11 Chart on explanation about work done 38

2.1.12 Chart on satisfactory conformation 40

2.1.13 Chart on staff behavior 42

2.1.14 Chart on describing the service to others 44

2.1.15 Chart on need for increasing free service 46

2.1.16 Chart on often needed service 48

Chart on expectation of short period of
2.1.17 service 44

2.1.18 Chart on quality dimensions 46

2.1.19 Chart on difference in service 48

CHAPTER -1

INTRODUCTION

1.1 OUTLINE OF THE PROJECT

A STUDY ON SERVICE QUALITY EXPECTATION AT LUBI ELECTRONICS PRIVATE

LIMITED
 This study focuses on the service quality expectations of the Lubi Electronics P Ltd
customers towards the organisation. In order to retain the existing customers and attract the
new customers the organization has to identify their new needs and it has to fulfill their
expectations. Better customer service decides success of the organisation.

Extensive study was conducted on the customers through direct survey. The sample
size was 200.the tool of data was a questionnaire. The time period of this study is four months.
The statistical tools used for the study are percentage analysis, chi-square, weighted average
method and Analysis of variance.

The study reveals that the customers’ expectations are mostly fulfilled in the existing
quality of service in the organisation still a piece of improvement would increase their
satisfactory level.

NEED FOR THE STUDY

The need for study the customer expectations obviously very important to every
organisation especially such a service oriented firm. The following are few key needs

 To improve the quality of service provided

 To focus on customer retention.
 To achieve the customer satisfaction
2

SCOPE OF THE STUDY

1. The study helps to know the merits and demerits of service measures in Lubi
electronics private ltd.
2. A variety of staff to monitor customer service on a regular and consistent basis.
3. Listening to customers about our products and proactively seek to redress issues
4. Senior management are fully and visibly engaged in customer activities
 5. The customers should find working with us easy and pleasurable

OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVES:

• To identify the customer expectations on service quality at Lubi electonics Private

limited.

SECONDARY OBJECTIVES:
 • To identify the dynamic change in requirements of customers.
• To increase the value of the service by meeting the primary expectations
• To build a brand image to the organization

RESEARCH METHODOLOGY

RESEARCH

According to Clifford woody defines research as “defining and redefining problems,

formulating hypothesis or suggested solution , collecting organizing and evaluating data”,
making deductions and researching conclusion and at last carefully testing the conclusion to
fit the formulating hypothesis.

Redman and Mory define research as a systematic effort to gain new knowledge. The
purpose of research is to discover answers to questions through the application of scientific
procedures.

The success of the research depends mostly on the methodology on which it is carried
out. The appropriate methodology will improve the validity of findings. Research
methodology is a way to systematically solve the research problem.

SAMPLE DESIGN:

A part of the population selected for study is called a sample. Sampling is the
procedure or process of selecting a sample from the population.

A sample of elementary units that is being selected on the basics of personal

judgment is called non-probability sampling. The sample design used in this study was
convenient sampling where the respondents are readily available.

RESEARCH DESIGN

The research design used in this study was descriptive research design, where
questionnaire is being used to conduct the study.

This type of research helps to define clearly the scope of researcher’s enquiry, the
target audience from whom the information is to be gathered and the time span available for
conducting the study.

SAMPLE SIZE
 The number of individuals included in the finite sample is called sample size. The
sample size includes only 200 employees were selected to undertake the study.

DATA COLLECTION METHOD

PRIMARY DATA:

The primary data are those which are collected afresh and for the first time. I have
used primary data collection by providing questionnaires to the customers.

SECONDARY DATA:

The secondary data are those which have already been collected by someone else.
Secondary data for the study was collected from the following sources

1. Documents
2. Books
3. websites

LIMITATION OF THE STUDY

• The time period given for the study is limited.

• Few customers are quiet busy to disclose the full information.
 7

CHAPTERISATION

CHAPTER -1

Chapter -1 deals with introduction, need for the study, scope of the study, objectives,
limitation, and research methodology, review of literature and company profile.

CHAPTER-2

Chapter-2 deals with data analysis and interpretation like percentage analysis
 CHAPTER-3

Chapter-3 deals with findings, suggestion and conclusion.

1.2 REVIEW OF LITERATURE

Introduction

Quality, though familiar to everyone, is one of the most important issues that
all sectors have focused on the last 2-3 decades. As markets have become much more
competitive, quality has become a key ingredient for success in today’s business.
Quality has become a prime focus of business attention because of the impact it has
on sustained performance and customer satisfaction. The quality movement has been
growing throughout the world for many years now. Thus, quality is the need of the
hour; crux of the time.
 The quality may be defined as the fitness for use or purpose at the most
economical level. Quality is a judgement of by customers or users of a product or
service. That is quality is customer is a customer determination, not an engineer’s
determination or a manager’s determination.

The dictionary lists many definitions of quality. A short definition that has
received wide acceptence is: quality is customer satisfaction.

Quality is a predictable degree of uniformity and dependability, at low cost

and suited to the market. –DEMING

Quality is fitness for use. –JURAN

Quality is conformance to requirements. –CROSBY

Quality is the minimum loss imparted by a product to society from the time the
product is shipped. –TAGUCHI

Quality can be quantified as follows

Q = P/E

Where, Q = Quality

P = Performance

E = Expectations.

If Q is greater than 1.0, the customer has a good feeling about the product or
service. The determination of P and E will most likely be based on perception with
organization determining performance and the customer determining expectations.
 A product is the output of any process. Two categories of product as follows

1. Goods

Goods are physical things such as cell phone, pen, television, bike, etc.

2. Service

Service is the work performed for someone else. Banking, insurance,

transportation, healthcare care induacstries, etc, are established to provide services.

10

Differences between goods and services

Characteristics Goods Services

Output Tangible (i.e., can be seen Intangible
or touched)
Customer contact Low High
Uniformity of input High Low
Labour content Low High
Uniformity of output High Low
Measurement of Easy Difficult
productivity
Opportunity to correct High Low
quality problems .before
delivery to customer
Storage Possible Not possible
 Customer

A customer is anyone who receives or affected by the product or process.

Customers may be external or internal. External customers are those outside the
company. External customers include clients/end users who buy product, government
regulatory bodies, agencies and the public. Internal customers are those customers
inside the company. Internal customers are members of the company that produces
the product. For example, quality department receives product from manufacturing
department, so quality department is an internal customer.

Dimensions of quality

The term quality is used in Varity of ways. Sometimes it refers to the grade of
a product. At other times, it refers to materials, workmanship, price, or special
features. However, generally speaking quality has nine different dimensions.

The following table shows the quality dimensions.

S.N Dimension Meaning and example

O
1. performance Primary operating characteristics of a product, such as
signal coverage, audio quality, display quality, etc.
2. Features Secondary characteristics, added features, such as
calculators, and alarm clock features.
3. conformance Meeting specifications or industry standards, workmanship
or degree to which a product’s design or operating
characteristics match pre-established standards.
4. Reliability The probability of a product’s failing within a specified
period of time.
5. Durability It is a measure of product’s life having both economical
and technical dimensions.
6. Service Resolution of problem and complaints, ease of repair
7. Response Human to human interface, such as the courtesy of the
dealer.
8. Aesthetics Sensory characteristics, such as exterior finish.
9. Reputation Past performance and other intangibles, such as being
ranked first.

12

Dimensions of service quality

S.NO dimensions Service(automobile repair)

1. performance i)all work done at agreed price

ii)friendliness, courtesy

iii)competency, quickness
2. Features

i)convenience Location, call when ready

ii)high tech Computer diagnostics

3. Conformance (safety) Separate waiting area
4. Reliability Work done correctly, ready when promised
5. Durability Work holds up over time
6. Service Handling of complaints
7. Response Quicker response to customer complaints and queries
8. Aesthetics Clean work and waiting area
9. Reputation Award winning service department.
13

INDUSTRY PROFILE

DELTA

Delta Group is the world's largest provider of switching power supplies and
DC brushless fans, as well as a major source for power management solutions, components,
visual displays, industrial automation, networking products, and renewable energy solutions.
Delta Group has sales offices worldwide and manufacturing plants in Taiwan, China,
Thailand, Mexico, India and Europe. As a global leader in power electronics, Delta's mission
is, "To provide innovative, clean and efficient energy solutions for a better tomorrow." Delta
is committed to environmental protection and has implemented green, lead-free production
and waste management programs for many years

.
YEAR SALES (in Million) SALES GROWTH
(in %)
2003 3.7 31.3
2004 4.317 14.9
2005 5.21 20.9
2006 6.26 18.8
 2007 7.1 14.5
2008 6.544 7.8(Decrease)
2009 6.8 4

EXPORTS 2007-08 2008-09 %

INCRESE
Automationdevices 4,82,000 6,33,463 31

DEALERS IN TAMILNADU: (for Two Wheelers)

There are 5dealers in Tamilnadu

1. Lubi Electronics
2. ABB
3. Honey well
3. Sauter Race
5. omeran

.
Introduction of Company: Lubi ElectronicsPvt Ltd

Incepted in the year1965, Lubi Group Of Industries is an ISO 9001:2000 certified

group and among the well established manufacturers, exporters and supplying of an
extensive gamut of agricultural, industrial and domestic pumps and motor. We
manufacture Submersible Bore Well pumps, Submersible motors, centrifugal Monoblock
pumps, End Suction and Horizontal Split Case pumps, Vertical and Horizontal Multi
Stage pumps, mini series self priming pumps, non self priming pumps, AC Induction
motor and Castings. Owing to the vast experience and sharp business acumen of our
mentor, we have been able to achieve a distinctive mark for ourselves in the industry and
have an annualturnoverof USD85 Million.Our experience of more than 45 years of cast
iron metal and use of modern technology to manufacture our castings ensures all of our
castings meet or exceed (international specification) customer expectation. We have a
reputation for providing excellent customer care and our endeavor is to fabricate the
highest quality of castings at reasonable prices that are finely tuned for delivering on
time.
 Company Name Products Manufactured
Lubi Electricals 3" & 4" Borewell submersible pumps
Ltd. 3" & 4" Borewell submersible (oil filled &
water filled) motors upto 7.5 HP
Horizontal submersible monoset pumps
3 phase centrifugal monoblock pumps
End suction back pull out pumps (Bare shaft /
Aluminium motor monoblock) DIN 24255
3Ø squirrel cage induction AC motors
De - watering mud pumps / self priming pumps
Cast iron, ductile iron & bronze castings
Brass builders hardware
Lubi Electricals Ltd Valves & Parts of Valves
(100% EOU) Submersible sump pump for drainage / waste
water
Lubi Submersibles Borewell submersible pumps suitable
Ltd. for 5", 6", 7", 8" & 10" size
Borewell submersible (oil filled & water filled)
motor from 6" - 10" upto 250HP
Submersible de-watering pumps (polder
pumps)
Mira Industries Small single phase pumps for household
use & irrigation of farms
Single phase electric motors
Pressure booster Pumps
Customized Packaged Pressure Booster
System Shallow well jet pump

Milestones
1 Lubi Group started with a small foundry
965 to manufacture Cast iron castings

1 Introduced range of engine driven

967 pumps under the brand name of Rainbow

1 Exports of castings and builders

972 hardware to UK & USA

1 Introduced range of close-coupled

976 electric pumps and electric motors under the
brand name of Lubi

1 Introduced a range of submersible

984 pumps for 6" & 8" Borewell

1 Introduced a complete range of small

990 household single-phase peripheral centrifugal
pumps

1 First company in India to introduce a

992 complete range of indigenously developed
submersible pumps for 4" Borewell

1 Establishment of Industrial Automation

997 Division

2 Started two new factory for Stainless

007 Steel pump and 100% EOU Unit for pumps

Mission:

• Maintain leadership in the domestic market and presence in export markets.

• Ensure customer satisfaction through timely delivery of quality products and

services, at competitive prices.
 • Continuously improve & innovative product design, process technology and
work environment to offer better products.

Bring about involvement of all employees in achieving the above objectives

Quality policy

• Maintain leadership in the domestic market and presence in export markets.

• Ensure customer satisfaction through timely delivery of quality products and

services, at competitive prices.

• Continuously improve & innovative product design, process technology and

work environment to offer better products.

• Bring about involvement of all employees in achieving the above objectives

Personnel Policy:

Lubi Electronics recognizes that human resource is the

foremost vital a major requisite in any business

WEL believes:

• that team work only bring out best results

• that achievements have to be mutually satisfying & rewarding
• that total involvement in the task can be attained only if the personnel are
motivated and committed
 • that an atmosphere of cordial relations built up by free and frank two way
communication, high degree of mutual trust and cooperation is essential to
maintain motivated, committed personnel force.
• that genuine manifested concern for welfare of personnel and families,
opportunities for training and self-development, fairness and human face in all
dealings are to be practiced at all times for maintaining mutual trust and co-
operation

Training Objectives:

• To meet the aim of producing the best possible products at best possible costs.
• To forest all obsolescence and provide opportunities to employees at all levels
for self development. That is, to gain for the benefit of the organization and the
employee better productivity, higher quality, better attitudes and lower unit
costs

Implementation of training programmes:

The chief of personnel will tabulate from the completed appraisals the
training/development needs indicated.

Product Policy:
 • Design and develop wheels for a wide range of applications, backed by four
decades of enriching experience from field, internal trials, and ESA
(Experimental Stress Analysis) & FEM (Finite Element Method).

• Caters to OEM, after-market and niche segments.

CODE OF CONDUCT FOR DIRECTORS AND SENIOR

MANAGEMENT:

Each Director and senior executive of the Company declare that he would

1. Act with honesty, integrity and fairness in the interest of all the stakeholders
of the Company,

2. Take utmost care and due diligence in the performance of their duties of his
office and in exercise of the powers attached to his office,

3. Recognize that confidential information received in the course of exercise of

his duties is not disclosed to anyone, unless such disclosure is authorized by the
Company,

4. Not allow his personal interests or the interests of any associated person, to
conflict with the interests of the Company,

5. Not conduct himself in a manner which is likely to bring discredit to the

Company,

6. Not make any improper use of the information obtained in the course of
exercise of discharge of his duties with the Company,
 7. be independent in judgment and actions,

8. Take all reasonable steps to protect the assets of the Company and ensure
their efficient use for legitimate purpose of the business and

9. Recognize his obligation, at all times, to comply with the spirit and letter of
law and with the principles of this Code.

Board of Directors:

• Sunil Balani – Chairman

• Rajan Porecha – Managing Director
• Jaymal Amin
• JMA Akers

Audit Committee:

• S. Presad – Chairman
• S. Viji
• T.T. Rangaswamy
• T.K. Seshadri
Bankers:

• United Bank of India

• State Bank of India
• Standard Charted Bank
• HDFC Bank limited
• AXIS Bank

Auditors

M/S Sundaram and Srinivasan

1.3.13 Classification of Employees:

Operator/Lead Operator/Technicians are classified W01 – W12

Staff Category are classified from S01 – S07

W01 – W12 and S01 – S01 fall under the union category

T01 – T03, S08 – S14 and S15 – S16 fall under the management

category. Designations of employees falling in this category are

Operating Engineer – T10

 Jr.Engineer – T02

Asst.Engineer – S03

Engineer – S08

Sr. Engineer – S09

CHAPTER-2.DATA ANALYSIS AND INTERPRETATION

2.1. PERCENTAGE ANALYSIS

2.1.1 TABLE ON SERVICE DUE REMINDER.

 Before you went to service of your machine, Did you receive any "service due reminder"

RESPONSES YES NO TOTAL

NO OF RESPONDENTS 167 33 200

PERCENTAGE OF RESPONDENTS 84% 17% 100%

INTERPRETATION:

The above table indicates that 84% of the respondents said they received reminder from the
firm and only 17% of the respondents are not received reminder from the firm.

18

2.1.1 CHART ON SERVICE DUE REMINDER

 19

2.1.2 TABLE ON WAITING TIME TO GET SERVICE.

How long did you wait before some one attends to you?
 Time Scale below 2 min 2 to 5 min 5 to 10 min above 10 min TOTAL
No of response 29 52 17 2 100
Percentage of
29% 52% 17% 2% 100%
respondents

INTERPRETATION:

The above table indicates that 29% of the respondents mentioned the waiting for first response
is below 2 min, 52% of them told waiting time is between 2 to 5 min, 17% of them told it is
between 5 to 10 min and only 2% of them told it is above 10 min.

20

2.1.2 CHART ON WAITING TIME TO GET SERVICE.

21

2.1.3. TABLE ON CLEANINESS AND COMFORT OF RECEPTION

 How do you rate cleanliness and comfort of service reception & customer waiting lounge/ area?

RESPONSES Excellent Average Poor TOTAL

PERCENTAGE OF RESPONDENTS 40% 58% 2% 100%

NO OF RESPONDENTS 80 116 4 200

INTERPRETATION:

The above table indicates that 40% of the respondents rate the comfortable and cleanliness of
service reception and waiting area is excellent, 58% of them rated as average and only 2% of
the respondents are as poor.

22

2.1.3. CHART ON CLEANINESS AND COMFORT OF RECEPTION

 23

2.1.4 TABLE ON SERVICE PROVIDER COMPETENCY

Do you think the person who attended to you & accepted your machine for service was able
to understand the machine issues and answered all your queries approximately?
RESPONSES Excellent Average Poor TOTAL
 40% 50% 10% 100%
PERCENTAGE OF RESPONDENTS
80 100 20 200
NO OF RESPONDENTS

INTERPRETATION:

The above table indicates that 40% of the respondents think that service person can
understand all issues about the vehicle and answers all queries about the machine, 50% of
them rated as average and only 10% of the respondents are as poor.

24

2.1.4 CHART ON SERVICE PROVIDER COMPETENCY

25

2.1.5 TABLE ON ESTIMATING DELIVERY TIME

 When you left the machine for service, were you informed about the expected machine
delivery time/ and was the delivered as per promised time.

RESPONSES YES NO TOTAL

181 19
NO OF RESPONSES 200

PERCENTAGE OF RESPONSES 90.50% 9.50% 100%

INTERPRETATION:

The above table indicates that 90.50% of the respondents told they were informed about
expected delivery time when they left the machine and only 9.50% of the respondents are not
received expected delivery time from the firm.

26

2.1.5 CHART ON ESTIMATING DELIVERY TIME

 27

2.1.6 TABLE ON COST ESTIMATION

Was the final bill as per the cost estimate given to you?

RESPONSES YES NO TOTAL

 81 19
PERCENTAGE OF RESPONDENTS 100
NO OF RESPONDENTS 162 38 200

INTERPRETATION:

The above table indicates that 81% of the respondents told they were accepted the final bill
was as per the cost estimation given by firm and only1 9% of the respondents are not accepted.

28

2.1.6 CHART ON COST ESTIMATION

29

2.1.7 TABLE ON REASONING SERVICE CHARGE

 Do you feel the charges for services/repairs were reasonable.

RESPONSES Excellent Average Poor TOTAL

50% 40% 10% 100%
PERCENTAGE OF RESPONDENTS
200
NO OF RESPONDENTS 100 80 20

INTERPRETATION:

The above table indicates that 50% of the respondents rate the service charges are
reasonable, 40% of them rated as average and only 10% of the respondents are as poor

30

2.1.7 CHART ON REASONING SERVICE CHARGE

31

2.1.8 TABLE ON SATISFACTION OF SERVICE

 Were all complaints/issues related to your vehicle attended up to your satisfaction?

RESPONSES Excellent Average Poor TOTAL

PERCENTAGE OF RESPONDENTS 36% 61% 4% 100%

NO OF RESPONDENTS 71 121 8 200

INTERPRETATION:

The above table indicates that 36% of the respondents are satisfied with the service,
61% of them rated as average and only 4% of the respondents are rated as poor

32

2.1.8 CHART ON SATISFACTION OF SERVICE

33

2.1.9 TABLE ON AVAILABILITY OF SPARE PARTS

 What is your experience related to availability of spare parts.

RESPONSES Excellent Average Poor TOTAL

PERCENTAGE OF RESPONDENTS 70% 30% 0% 100%

NO OF RESPONDENTS 140 60 0 200

INTERPRETATION:

The above table indicates that 70% of the respondents are rate availability of spare
parts as excellent, 30% of them rated as average and none of the respondents are rated as poor

34

2.1.9 CHART ON AVAILABILITY OF SPARE PARTS

 35

2.1.10 TABLE ON HOW LONG TO GET MACHINE AFTER SERVICE

Did you wait for a long time, when you went receive the machine after service?

RESPONSES YES NO TOTAL

 16% 85% 100%
PERCENTAGE OF RESPONDENTS
31 169 200
NO OF RESPONDENTS

INTERPRETATION:

The above table indicates that 16% of the respondents are told they have to wait for
long time to receive the machine after service, 85% of the respondents are told no to the same.

36

2.1.10 CHART ON HOW LONG TO GET MACHINE AFTER SERVICE

 Did you wait for long time, when you went receive the machine after
service

37

2.1.11 TABLE ON EXPLAINATION ABOUT WORK DONE

 At the time of delivery, were you informed about the details of work done on your machine.

RESPONSES YES NO TOTAL

PERCENTAGE OF RESPONSE 70% 30% 100%
NO OF RESPONSE 140 60 200

INTERPRETATION:

The above table indicates that 70% of the respondents are told that they have informed
about the details of work done on machine, 30% of the respondents are told no to the same.

38

2.1.11 CHART ON EXPLAINATION ABOUT WORK DONE

 At the time of delivery, were you informed about the details of work done
on your machine

39

2.1.12 TABLE ON SATISFACTORY CONFORMATION

 Were you contacted within the week from the date of service to confirm satisfactory of your
machine.

RESPONSE YES NO TOTAL

PERCENTAGE OF RESPONSE 43% 57% 100%
NO OF RESPONSE 86 114 200

INTERPRETATION:

The above table indicates that 43% of the respondents are told that they called and
asked about the machine performance, 57% of the respondents are told no to the same.

40

2.1.12 CHART ON SATISFACTORY CONFORMATION

 Were you contacted within the week from the date of service to confirm
satisfactory of your machine

41

2.1.13 TABLE ON STAFF BEHAVIOUR

Did you find service center staff to be helpful, courteous & polite?
RESPONSE Excellent Average Poor TOTAL
PERCENTAGE OF RESPONDENTS 40% 56% 5% 100%
NO OF RESPONDENTS 80 111 9 200

INTERPRETATION:

The above table indicates that 40% of the respondents are rated that they service center
staff to be helpful, courteous and polite, 56% of the respondents are rated average, and 5% of
to them rated as poor.

42

2.1.13 CHART ON STAFF BEHAVIOUR

43

2.1.14 TABLE ON DESCRIBING THE SERVICE TO OTHERS

 Do you like to describe about the service to others.

RESPONSE YES NO TOTAL

PERCENTAGE OF RESPONDENT 85% 15% 100%
NO OF RESPONDENTS 170 30 200

INTERPRETATION:

The above table indicates that 85% of the respondents are told that they like to describe
the services to others, 15% of the respondents are told not willing to do the same.

44

2.1.14 CHART ON DESCRIBING THE SERVICE TO OTHERS

 45

2.1.15 TABLE ON NEED FOR INCREASING FREE SERVICE

Do you think free service provided by the organization need to be increased?

RESPONSE YES NO TOTAL
PERCENTAGE OF RESPONSE 60% 40% 100%
NO OF RESPONSE 120 80 200

INTERPRETATION:

The above table indicates that 60% of the respondents are told that they like to have
more number of free services, 40% of the respondents are told no to the same.

46

2.1.15 CHART ON NEED FOR INCREASING FREE SERVICE

47

2.1.16 TABLE ON OFTEN NEEDED SERVICE

What kind of service you often needed.

RESPONSE Brakes Clutch Oil services All None of them TOTAL
PERCENTAGE OF RESPONSE 2% 6% 12% 30% 50% 100%
NO OF RESPONSE 4 12 24 60 100 200

INTERPRETATION:

The above table indicates that 2% of the respondents are told that they need often
service in brakes, 6% of the respondents are told in clutch, 12% of them need in oil
services,30% of them need in all the three and 50% told they need in none of the three.

48

2.1.16 CHART ON OFTEN NEEDED SERVICE

 49

2.1.17 TABLE ON EXPECTATION OF SHORT PERIOD OF SERVICE

Do you expect short period of service.

RESPONNSE YES NO TOTAL

PERCENTAGE OF RESPONDENT 20% 80% 100%
NO OF RESPONDENT 40 160 200

INTERPRETATION:

The above table indicates that 20% of the respondents are expected short period time
of service, 80% of them do not the same.

50

2.1.18 CHART ON EXPECTATION OF SHORT PERIOD OF SERVICE

51

2.1.18 TABLE ON QUALITY DIMENSIONS

 Quality dimensions.
Poor Below average Average Above average Good Excellent
Performance 0% 0% 30% 40% 30% 0%
Features 60% 0% 20% 10% 10% 0%
Reliability 0% 0% 0% 40% 50% 10%
Conformance 0% 25% 25% 45% 5% 0%
Accessible 15% 10% 50% 20% 0% 5%
Competence 0% 18% 10% 12% 60% 0%
Aesthetics 20% 35% 15% 13% 9.50% 7.50%
Response 10% 19% 21% 35% 10% 5%

INTERPRETATION:

The above table indicates that 40% of the respondents are rated performance as above average,
60% of them rated features as poor, 10% of them rated reliability as excellent, 45% rated conformance
as above average, 50% of them rated accessible as average, 60% of them rated competence as good,
35% of them rated aesthetics as below average, 35% of them rated response as above average.

52

2.1.18 CHART ON QUALITY DIMENSIONS

53

2.1.19 TABLE ON DIFFERENCE IN SERVICE

 Any difference in service when compared to private/other service center.

RESPONSE YES NO TOTAL

PERCENTAGE OF RESPONDENT 90% 10% 100%
NO OF RESPONDENT 180 20 200

INTERPRETATION:

The above table indicates that 90% of the respondents are found the difference in
services when compared to private service center, only 10% of them do not the same.

54

2.1.19 CHART ON DIFFERENCE IN SERVICE

55

2.2.1 CHI- SQUARE ANALYSIS

 ATTRIBU
TES service satisfaction level
AGE Excellent Average Poor Total
<20 10 33 4 47
21 to 30 15 27 3 45
31 to 40 17 19 6 42
>40 31 34 1 66
Total 73 113 14 200

STEP 1

HO Null Hypothesis:

There is a significant difference or association between the Age and service satisfaction.

H1 Alternative hypothesis:

There is a no significant difference or association between the Age and service satisfaction.

STEP 2

(O-
2
O E (O-E) (O-E) E)2 /E
10.000 17.155 -7.155 51.194 2.984
33.000 26.555 6.445 41.538 1.564
4.000 3.290 0.710 0.504 0.153
15.000 16.425 -1.425 2.031 0.124
27.000 25.425 1.575 2.481 0.098
3.000 3.150 -0.150 0.023 0.007
17.000 15.330 1.670 2.789 0.182
19.000 23.730 -4.730 22.373 0.943
6.000 2.940 3.060 9.364 3.185
31.000 24.090 6.910 47.748 1.982
34.000 37.290 -3.290 10.824 0.290
1.000 0.330 0.670 0.449 1.360
∑(O-
E)2 /E 12.872

56

Where,
 O - Observed frequency,

E – Expected frequency,

Expected frequency = (Row Total x Column Total) / Grand Total

Chi square [Ѱ2] = ∑ (O-E) 2 /E

Hence, the calculated chi-square value is 12.872

STEP 3:

Degree of freedom = (no of rows -1) x (no of columns)

= (R-1) x (C-1)

= (4-1) x (3-1)

= 3x2

=6

The table value of [Ѱ2] for 6 degree of freedom with 5% level = 12.5916

STEP 4:

[Ѱ2]CALCULATED VALUE > [Ѱ2] TABLE VALUE

Since the calculated value is greater than tabulated value, null hypothesis is rejected and
alternative hypothesis accepted.

Result:

There is no significant difference or association between the age and satisfaction.

57

2.2.2 1 CHI- SQUARE ANALYSIS

 ATTRIBU
TES Kind of service often needed
customer Al
type Brake Clutch Oil services l None of them Total
Existing 31 21 7 6 39 104
New 19 11 3 2 61 96
Total 50 32 10 8 100 200

STEP 1

HO Null Hypothesis:

There is a significant difference or association between the customer type and kind of service
needed.

H1 Alternative hypothesis:

There is no significant difference or association between the customer type and kind of service
needed.

STEP 2

(O-
2
O E (O-E) (O-E) E)2 /E
31.000 26.000 5.000 25.000 0.962
21.000 16.640 4.360 19.010 1.142
7.000 5.200 1.800 3.240 0.623
6.000 4.160 1.840 3.386 0.814
-
13.00
39.000 52.000 0 169.000 3.250
19.000 24.000 -5.000 25.000 1.042
11.000 15.360 -4.360 19.010 1.238
3.000 4.800 -1.800 3.240 0.675
2.000 3.840 -1.840 3.386 0.882
13.00
61.000 48.000 0 169.000 3.521
∑(O-
E)2 /E 14.148

58
 Where,

O - Observed frequency,

E – Expected frequency,

Expected frequency = (Row Total x Column Total) / Grand Total

Chi square [Ѱ2] = ∑ (O-E) 2 /E

Hence, the calculated chi-square value is 14.148

STEP 3:

Degree of freedom = (no of rows -1) x (no of columns)

= (R-1) x (C-1)

= (2-1) x (5-1)

= 1x4

=4

The table value of [Ѱ2] for 6 degree of freedom with 5% level = 9.4877

STEP 4:

[Ѱ2]CALCULATED VALUE < [Ѱ2] TABLE VALUE

Since the calculated value is lesser than tabulated value, null hypothesis is accepted and
alternative hypothesis is rejected.

Result:

There is a significant difference or association between the customer type and kind of service
needed.

59
 2.3.1 RANK WEIGHTED AVERAGE METHOD

RANK 1 2 3 4 5 6 WEIGHT
TOTAL ED
WEIGHT WEIGHTED AVERA RAN
ALLOTED 6 5 4 3 2 1 SCORE GE K
8
Performance 0 60 0 60 0 0 800 100.00 3
1 2 2 9
Features 4 10 0 40 0 6 470 58.75 8
2 10 8
Reliability 0 0 0 0 0 0 940 117.50 1
9 5
Conformance 0 10 0 25 0 0 585 73.13 6
4 10 2 3
Accessible 5 0 0 0 0 0 560 70.00 7
12 2 3
Competence 0 0 4 20 9 0 834 104.25 2
1 3 7 4
Aesthetics 5 19 6 30 0 0 599 74.88 5
1 7 3 2
Response 0 20 0 42 8 0 662 82.75 4

RESULT:

RANK QUALITY DIMENSIONS

1 Reliability
2 Competence
3 Performance
4 Response
5 Aesthetics
6 Conformance
7 Accessible
8 Features
60

CHAPTER-3

SUMMARY

AND

CONCLUSION
3.1 FINDINGS

 The table (2.1.2) clearly shows that half of the customers are waiting to up to 2-5 minutes
for someone attend to them.

 Table (2.1.3) shows that 55% of the customers rated the cleanliness and comfort of the
service reception or customer waiting area as average and only 2% of the customers rated
as poor.

 Nearly 40% of the customers considered the service staff’s ability to understand the
vehicle is use is excellent and 50% customers considered the same as average.

 81% of the customers say that the final bill was as per the cast estimation given to them
while leaving the vehicle for service.

 50% of the customers feel that the cost for repair is reasonable.

 It was found that only 4% of the customers are not satisfied with the service provided by
the organization.

 None of the customers say that the availability of spare parts is poor.

 It was found that more that 80% of the customers are willing to describe or suggest the
service to others.

 Only 20% of the customers are expected short duration of service.

 Only 40% of the customers feel that the free service provide by the organization need to
be increased.
 61

3.2 SUGGESTIONS

 It’s suggested that the firm has improve the features provided to the customers. So that quality of
the service can be improved.

 It’s suggested that service center is not easily accessible to suburban customers. So if the firm
opens new areas senders in the suburban areas which certainly improve the service quality of the
firm.

 It seems nearly half of the customers required more number of free services if the same provided
by the organization then it will increase competitive advantage.

 The information regarding work done have to be explained by the staff’s is more effective than
giving as a printed format with bill.

 Since, there is a association between the customer types and kind of service they often need
attributes firm has to modify the service design according to customer type.

 Post service enquiry mechanism has to be improved in order to improve the quality of the
service.
 62

3.3 CONCLUSION

“The study reveals that the customers’ service quality expectations are mostly
fulfilled in the existing quality of service in the organization, still a piece of improvements
in attributes like features, easy accessible, aesthetics and slight modification in service
design according to the customer type would increase the quality service expectations.”

63
 ANNEXURE

QUESTIONNAIRE ON SERVICE QUALITY

Good morning/Afternoon/Evening, I am final year MBA student of Vel Tech Multi
Tech Dr. Rangarajan Dr.Shakunthala Engg college, I am doing my project in marketing field
on the topic “A STUDY ON SERVICE QUALITY EXPECTATIONS AT LUBI
ELECTRONICS PRIVATE LIMITED” for the completion of the project I kindly request your
valuable opinions, suggestions and co-operation to fill the Questionnaire below.

a) All the information gathered will be strictly confidential and only using for research
purpose.

01. NAME :

02. GENDER : a) Male b) Female

03. AGE : a) 0-20 yrs b) 21-30 yrs c) 31-40yrs d) Above 40 yrs

04. Customer Type: a) New b) Existing

05. Marital Status: a) Single b) Married

06. Before you went to service of your vehicle, did you receive any “service Due
reminder”.

a)Yes b) No

07. How long did you wait before someone attends to you?

a) <2min b) 2-5 min c) 5-10min d) >10min

08. How do you rate cleanliness and comfort of service reception and customer waiting
lounge/area?

a) Excellent b) Average c) poor

09. Do you think the person who attended to you and accepted your machine for service
was able to understand the machine issues and also answered all your queries
approximately?
a) Excellent b) Average c) poor

10. When you left the machine for service, were you informed about the expected machine
delivery time/and was the delivered as per promised tie?

a) Yes b) No

11. Was the final bill as per the cost estimate given to you?

a) Yes b) No

12. Do you feel the charges for service /repairs were responsible?

a) Excellent b) Average c) poor

13. Were all complaints/issues related to your machine attended up to your satisfaction?

a) Excellent b) Average c) poor

14. What is your experience related to your vehicle attended up to your satisfaction?

a) Excellent b) Average c) poor

15. Did you wait for a long time, when you went receive the machine after service?

a) Yes b) No

16. At the time of delivery, were you informed about the details of work done on your
machine?

a) Yes b) No

17. Were you contacted within the week from the date of service to confirm satisfactory
performance of your vehicle?

a) Yes b) No

18. Did you find service center staff to be helpful, courteous and polite?

a) Excellent b) Average c) poor

 19. Whom do you think the best immediate competitor for LubiElectronics Pvt ltd?

_______________________________________________________________

_______________________________________________________________

20. Do you like to describe about the service to others?

a) Yes b) No

21. Do you think free service provided by the organization need to be increased?

a) Yes b) No

If yes, why __________________________________________________

22. What kind of service you often need?

a) Brakes b) clutch c) oil service d) all e) none of them

23. Do you expect short period of service?

a) Yes b) No

If yes mention the time period____________________________

24. Any difference in service when compared to private/other service center?

a) Difference b) No Difference
25. After the service from LubiElectronics pvt.ltd, what difference did you find post
service?

______________________________________________________________

______________________________________________________________

______________________________________________________________

26. Rate the following quality dimension of service based on you.

S.NO Quality 10% 20% 40% 60% 80% 100%

Dimensions
1. Performance
2. features
3. Reliability
4. Conformance
5. Accessible
6. competence
7. Aesthetics
8. Response

27. Please provide your valuable opinions to improve the existing service quality?

_______________________________________________________________

_____________________________________________________________________
 REFERENCES

BIBLIOGRAPHY

BOOKS

Subba Rao, Personnel Management of Human Resources , Himalaya publishing house

Mumbai, Edition-2000.

C.R.Kothari, Research Methodology, Vishwa prakashan, second Edition-2003.

P.N.Arora and S.Arora, Statistics for management, 2008, Pg (168 to 189)

Bureau of Indian standards ISO 9000 : 2000, Quality Management , New Delhi 2001.

Sudara Raju, SM, Total Quality Management, -Tata McGraw –Hill,2004.

WEBSITES

www.vbridge.in

www.strategiccresources.com

www.euro/qwl.net

www.scrid.org.in

www.jaiautos.org.in