TO STUDY THE LEVEL OF CUSTOMER SATISFACTION ON THE

LEVEL OF CUSTOMER SATISFACTION ON AFTER-SALES

SERVICES IN PENINSULAR HONDA, COCHIN


Under the Guidance of

MS. K. R. NISHA


Prepared by

M. Nithya Rani (FK-2653)
Gayathri Krishnan (FK-2601)
Surya Supry K.C (FK-2659)
Shruthi V. Nair (FK-2575)








SCMS COCHIN SCHOOL OF BUSINESS
SCMS CAMPUS, PRATHAP NAGAR, MUTTOM, ALUVA, COCHIN-683106


MAY-2014


ACKNOWLEDGEMENT

We would like to express our gratitude and appreciation to all those who gave us the
support to complete this report.
We take this opportunity to express our profound gratitude to our, Director Dr V
Raman Nair, SCMS-COCHIN School of Business, for the support given by him
throughout the course.
We extend our sincere thanks to Dr K.R.Nisha, Ms. Joby Joy, Ms. Jisha, Ms.
Anjali.A and Mr.Nobin.K.Philip for their exemplary guidance, monitoring and
constant encouragement throughout the course of this project.
We are obliged to the General Manager, K.P.Patel and employees of Peninsular
Honda, Kochi for the valuable information provided by them in their respective fields.
We are grateful for their cooperation during the period of our project.
Finally yet importantly we would like to thank our friends and well wishers, who were
a source of support and encouragement throughout the study.



TABLE OF CONTENTS



Chapter
No.
Title Page No
EXECUTIVE SUMMARY
V
1 INTRODUCTION
1
2 LITERATURE REVIEW 8
3 INDUSTRY PROFILE
17
4 COMPANY PROFILE
18
5 ANALYSIS AND INTERPRETATION
21
6 CONCLUSION
36
7 SUGGESTIONS
37
8 APPENDIX
38
LIST OF TABLES
SL NO
1
Cross tab of Service quality experienced and customer recommendation

20
2
Chi-square test of Service quality experienced and customer
recommendation
21
3
Cross tab of service quality and courtesy of service personnel

22
4
Chi-square test of service quality and courtesy of service personnel 23
5
Cross-tab of clarity of information to satisfaction level after warranty
period
24
6
Chi-square test on clarity of information to satisfaction level after
warranty period

25
7
Cross-tab on Company gets your feedback to information about the new
launches of the company.

26
8
Chi-square test on Company gets your feedback to information about
the new launches of the company.

27
9
Cross-tab of the durability of Honda cars and customer recommendation
to others

28
10
Chi-square test of the durability of Honda cars and customer
recommendation to others

29
11
Cross-tab of cleanliness, appearance of the vehicle during the time of
delivery and consumers recommendation

30
12
Chi-square test of cleanliness, appearance of the vehicle during the time
of delivery and consumers recommendation

31
13
Cross-tab of the trust of the customer towards the company and the
customers recommendation of the company to others

32
14
Chi-square test of the trust of the customer towards the company and the
customers recommendation of the company to others

33


EXECUTIVE SUMMARY

This project is titled To Study the Level of Customer Satisfaction on After-sales Services
in Peninsular Honda, Cochin was conducted during the year 2013-2014. The study
conducted is intended to know about the level of customer satisfaction for Honda cars. Every
companys life blood is its customers. When the customers are happy then the company is
successful. Customer Satisfaction depends on products perceived performance relative to a
buyers expectations.
Customer satisfaction with a companys products or services is often seen as the key to a
companys 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 weaker, even nonexistent.
This study helps to find out the level of satisfaction of customers. The study was conducted
among 20 customers of Honda across all segments. The main limitations faced by the study
were the difficulty in getting genuine response.
From the study it has been found that the number of satisfied customers of Honda are high ,
but at the same time satisfaction with respect to after sales service quality ought to be
enhanced. To create a positive impact, a little more attention should be provided during
warranty period.
The reality of Customer Satisfaction is in the eyes of the beholder the customer. The sooner
we realize and accept our customers perceptions of our products and services as reality, and
accept it as our challenge, the sooner we will earn their confidence and become their
permanent supplier of choice.

So it would be ideal on the part of Honda to ensure that frequent customer satisfaction
surveys are conducted and feedback solicited. A highly satisfied customer generally stays
loyal longer and costs less to serve than new customer because transactions are routine.


V