A

SYNOPSIS REPORT
ON
CUSTOMER SATISFACTION
AT
HUNDAYI MOTORS

Submitted
By
AKSHAYA
H.T.NO: ***
PROJECT SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF
DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

Department of Business Administration

AURORA’S PG COLLEGE
PEERZADIGUDA
(Affiliated to Osmania University)
2023-2024
 Aurora’s PG College , PEERZADIGUDA
Department of Management

SYNOPSIS

Title of the Project : CUSTOMER SATISFACTION

Student Name : AKSHAYA

Hall Ticket Number : ***

Signature of the Student :

Signature of the Guide :

 INDEX
. No. CONTENTS Page No

1 TITLE OF THE PROJECT

2 STATEMENT OF THE PROBLEM

3 INTRODUCTION

4 AIMS AND OBJECTIVES

1) NATURE OF THE STUDY
2) SCOPE OF THE STUDY
3) DATA COLLECTION METHODS
4) TOOLS FOR ANALYSIS
5) CHAPTERISATION
INTRODUCTION

CUSTOMER SATISFACTION

AN INSIGHT

According to Harold E Edmondson “ Customer Satisfaction” seems to appear in

print more frequently than any other catch phrase used to describe a new found
magic for industrial success. Before we proceed in to the study of the dynamics of
Customer Satisfaction it is important to know about, who a customer is and what
satisfaction really means.

Who really is a Customer?

The question of defining who your customers are seems fairly easy particularly if
you have segmented your market properly and understand who you are trying to
satisfy. However subtlety that frequently goes undetected by many firms is that is
that customer set can be divided into two parts, the apparent customer and the
user. The apparent customer is the person or group of people who decide what
product to buy and basically have control over the purse strings. The user is a
person or group who physically uses the product or is the direct recipient of a
service.

What does satisfaction really mean?

As in defining customer above, defining satisfaction also appears simple. However

as with customer there is a subtlety that needs addressing. Satisfaction by most
definitions simply means meeting the customer’s requirement.
Customer satisfaction is a concept that more and more companies are putting at the
heart of their strategy, but for this to be successful they’re needs to be clarity
about, what customer satisfaction means and what needs to happen to drive
improvement. Without this, there is a risk that customer satisfaction becomes little
more than a good intention, with confused objectives failing to address the real
issues for customers, one helpful way to look at the problem is to rephrase the
objectives: set the sights on helping the customers meet their goals.

Customer satisfaction can be defined in many different ways. Finding the right
way for a company depends on understanding your customer and on having a clear
vision of the role that customer satisfaction is to play in the strategy. For example,
a focus on customer satisfaction can work alongside existing segmentations to
support revenue generation from high value customers or it can be a company-
wide objective rooted in the brand values. For the former, it may be sufficient to
focus on improving customer service, but for the latter a broader definition of
customer satisfaction is necessary, closer akin to corporate reputation.

Whatever the strategy for customer satisfaction, it must at least include getting the
basics right. Failing to achieve this can destroy the reputation as well as losing
valuable customers. Every customer, regardless of their economic worth to the
business, has the power to influence – positively or negatively – a company’s
reputation. Once the objectives for the customer satisfaction strategy are defined
there are a number of steps we can take to make sure the focus on customer
satisfaction is effective.

Building a company around Customer Satisfaction -

With the increase in customer’s demands and competition it has become a lot more
important to base the entire company on customer service. When doing this one
must first realize that every member of an organization plays an active role in
customer service. This includes both external customers and internal customers
within a company.

Customer focused organizations focus both on customer satisfaction and

profit. Achieving customer satisfaction generates the profit. In these organizations
top management has frequent contacts with external customers. The top
management uses consultative, participative, and supportive management styles to
get through to the customer. The staff focuses all of its attention on satisfying the
customer’s needs. However, the management’s job is to provide the staff with
support necessary to achieve these goals. The other department and staff in the
organization that do not have direct contact with the external customers deal
exclusively with internal customer satisfaction.

The Influence of the salesperson in Customer Satisfaction-

In an article titled, “The influence of salesperson selling behavior on customer

satisfaction with products,” Brent G.Goff and James S. Boles examine the effects
of non-product related construct on customer satisfaction with major retail
purchases such as automobiles. The article states that salesperson’s selling
orientation- customer orientation (SOCO) will affect not only consumer
satisfaction with the salesperson and dealer, but also indirectly, satisfaction with
the product or manufacturer.

In the perspectives of both the retailer and the manufacturer, customer satisfaction
represents an important issue because it relates to several desirable
outcomes. Customer satisfaction leads to future purchases, and repeated purchases
of the same product from the same source. In other words, it helps a firm retain its
present customers and build loyalty. By helping a buyer obtain product
information and providing guidelines about what should be expected during the
buying process and use of a product, a salesperson may influence customer
expectations concerning the product. Thereby this may reduce the likelihood of
dissatisfaction (Grewal and Sharma, 1991). A successful salesperson tailors to the
needs of each individual customer. By being customer-oriented, a salesperson is
likely to identify with needs of the customer, enabling the salesperson to match his
or her presentation to those requirements of the customer.

Internal Marketing – how it affects Customer Satisfaction –

Successful companies make every effort to ensure satisfaction to their customer by

focusing all organizational efforts of the company on providing superior customer
service. By doing this these companies hope to retain their existing customers and
attract new ones. Only angle of customer satisfaction commonly overlooked is the
internal aspect.

The internal customer or employee plays a vital role in achieving customer

satisfaction and loyalty. Some firm’s do not understand that the treatment of
internal customers becomes the external customers’ perception of the company. A
firm’s employees or other departments within the organization make up its internal
customers. Their job performance affects the firm’s ability to deliver superior
product and customer service (Boone and Kurtz, 1999). When a firm’s employees
are happy at work, their overall attitude and performance towards the customer
enhances tremendously. Internal marketing helps members or employees of an
organization understand and fulfill their roles in implementing its marketing
strategy. Internal marketing not only keeps employees happy, it also shows them
how their actions affect the firm’s ability to achieve customer satisfaction.
3.1 OBJECTIVES OF THE STUDY

1. To know the feedback of customers regarding the services which are being provided
by the company.

2. To understand the importance of client relationship.

3. To understand customer satisfaction regarding the products offered by the company.

4. To find out the problems faced by customer.

5. To know the customer satisfaction towards the after sales service offers by MGF
Hyundai.
1.3 NATURE OF THE STUDY

1) Indian consumers must navigate a very complex and varied market. Three in four
Indians report having "bad purchasing" abilities, and one in six claim to have been
the victim of a horrible major consumer fraud or swindle at some time based on
their own actions, attitudes, and statistics.
2) For a variety of reasons, ranging from the behaviour of the corporation itself to
unfair or dishonest commercial practises, consumers are potentially vulnerable to
fraud.
3) It is a well-known truth that the bulk of the cash the company makes comes from
the really segment that is tiny of clients.
4) Maintaining this foundation requires a significant lot of work from the
organisation in terms of solutions, relevance, etc.
5) The issue of customer maintenance is fairly significant, particularly given the
actual configuration of this tractor field.

6) People are always being seduced by incredible deals offered by various firms
(which are actually most beneficial from the face of it), which diverts their
attention and causes them to think negatively and disturbed later on in the day.
1.4: SCOPE OF STUDY:-

 This study assists suppliers in understanding customer purchase patterns and may
assist ongoing businesses in learning about respondent demands and
requirements. The company may discover challenges faced by the respondent.

 This thorough investigation has been done to examine the consumer purchase
process while buying tractors in order to determine the degree of satisfaction the
customer expresses about the company via business & showroom.

 The purchasers only make a choice in order to comprehend the path. The research
will be perfect for the provider to understand the drawbacks of after-sale support.
STATEMENT IOF THE PROBLEM

Successful Personal selling based on referrals is the key to ensure regular expansion of
customer base and building long term customer relations. A country like Ethiopia offers
immense potential to build well run marketing networks to promote consumer goods and
appliances. Conventional marketing may become slow or stagnated over a period of time.
Multi-level marketing may be the turnaround tool in such situations. In any type of
organization customers are the key for the survival of the company. In order to be
profitable the company must satisfy their customers.
Customer satisfaction depends on the product’s perceived performance and the
Service delivered relative to buyer expectations. If the service delivered falls short of
expectation, the customer is dissatisfied. If the service delivered exceeds expectation, the
customer is highly satisfied

METHODOLOGY

Research can be defined to be search for knowledge or any systematic investigation to

establish facts. The primary purpose for applied research is discovering interpreting and
The development of methods and systems for The advancement of human knowledge on
a wide variety of scientific matters of our world and The universe.

Research Methodology can be defined as:

The analysis of the principles of methods, rules, and postulates employed by a discipline;
The systematic study of methods that are, can be, or have been applied within a discipline
or

A particular procedure or set of procedures.

3.2.1 Population

The main emphasis of the study was on the customers of MGF Hyundai in New Delhi.

3.2.2 Sample Design

Marketing research can classify in one of three categories:

Exploratory research

Descriptive research

Causal research

These classifications are made according to the objective of the research. In some cases
the research will fall into one of these categories, but in other cases different phases of
the same research project will fall into different categories.

3.2.3 Sample Size

How many people should be surveyed? Large samples give more reliable results than
small samples. However, it is not necessary to sample the entire target population or even
a substantial portion to achieve reliable results.

Samples of less than 1 percent of a population can often provide good reliability given a
credible sampling procedure.

A customer-based survey was conducted in which 100 people were asked to fill the
questionnaire.

3.2.4 Sources of Information

Primary Sources

Secondary Sources

Primary Resources

Primary source, (also called original source), is a term used in a number of disciplines to
describe source material that is closest to the person, information, period, or idea being
studied.

Secondary Sources

In library and information science, historiography and other areas of scholarship, a

secondary source is a document or recording that relates or discusses information
originally presented elsewhere. A secondary source contrasts with a primary source,
which is an original source of the information being discussed. Secondary sources
involve generalization, analysis, synthesis, interpretation, or evaluation of the original
information.

3.2.5 Data Collection Tool

Primary Sources

Questionnaire – To analyze buying behavior and in order to gain an insight into the buyer
need-satisfaction level, a questionnaire was formulated and administered among 73
people.

3.3 LIMITATIONS OF THE STUDY

 The sample size is limited to 100 of respondent.

 Because the information collected from the customers by meeting them at their
working places, company service centers, the information extracted would not be
sufficient from the respondents.

 The opinion now about Hyundai may not be the same after some days because of
new entrants.

 The study is conducted for a period of 2 months.

 Measurement of customer satisfaction is a complex subject, which uses non-

objectives method, which is unreliable.