Libra Hyundai Authorized Signatory

~
LIBRA HYUNDAI
Katras Road, Bank More, Dhanbad-826001
Tel:0326-2301134/2301135
E-mail: libramarketing@hyundai.com
CERTIFICATE
TO WHOM SO EVER IT MAY CONCERN
This is to certify that Mr. RAJA SENGUPTA (USN. NO.11A16MBA31), an MBA st udent of ACHARYA
INSTITUTE OF TECHNOLOGY (VISVESVARAYA TECHNLOGICAL UNIVERSITY, BELGAUM). He has
successfully done his projectentitled as "A STUDY ON CUSTOMER SATISFACTION IN HYUNDAI
SERVICE CENTRE" from Hyundai, Dhanbad for a period of 10 week, from 15th January 2018 to 24th
March 2018.
He has exhibited a high level of enthusiasm and commitment in his work.
We wish him all the best for his future Endeavours.
Sincerely,
Libra Hyundai .
Authorized Signatory
:&lgaatory
p
l
'""-t~ .-- ACHARYA INSTITUTE
~~ OF TECHNOLOGY
(Affiliated to Visvesvaraya Technological University, Belagavi, Approved by AICTE, New Delhi and Accredited by NBA and NAAC)
Date: 25/05/2018
CERTIFICATE
This is to certify that Mr. Raja Sengupta bearing USN 1IA16MBA31

1s a bonafide student of Master of Business Administration course of the
Institute 2016-18 batch, affiliated to Visvesvaraya Technological University,
Belgaum. Project report on "A Study on Customer Satisfaction in Hyundai
Service Centre at Libra Hyundai Cars Dealership, Dhanbad" is prepared
by him under the guidance of Prof. Kee rt hi H K, in partial fulfillment of the
requirements for the award of the degree of Master of Business
Administration, Visvesvaraya Technological University, Belgaum, Kamataka.
}.'signature of Internal Guide Signature of HOD
Acharya Dr Sarvepalli Radhakrishnan Road. Soladevanahalli. Acharya PO., Bangalore 560 107. Karnataka. India • W\Vw.acharya ac.in/a1t/
• Ph: +91-80-225 555 55 Extn. : 2102 • Fax: +91-80-237 002 42 • E-mail: principalait@acharya.ac in
DECLARATION
I, RAJA SENGUPTA, hereby declare that the Project work entitled "A STUDY ON
CUSTOMER SATISFACTION IN HYUNDAI SERVICE CENTRE AT LIBRA
HYUNDAI (Dhanbad)CARS DEALERSHIP.. w ith reference to " LIBRA HYUNDAI
DHAJ'IBAD " prepared by me under the guidance o f Asst. Prof. Keerthi H.K., faculty of M.B.A
Department, Acharya Institute of Technology and external assistance by Sheo Narayan Singh, of
'·A STUDY ON CUSTOMER SATISFACTION IN HYUNDAI SERVICE CENTRE AT
LIBRA HYUNDAI (Dhanbad)CARS DEALERSHIP" also declare that this project work is
towards the partial fulfilment of the univers ity regulations for the award of degree of Master of
Business Administration by Visvesvaraya Technological University, Belgaum.
I have undergone a summer project for a period o f Ten weeks. I further declare that this project
is based on the original study undertaken by me and has not been submitted for the award of any
degree/diploma fro m any other University / Institution .
'° rf /4.,,J,
Pl ace: Bangalore Raja Sengupta
Date:28/5/201 8
ACKNOWLEDGEMENT
I owe a many thanks to many people who have helped me and supported me while doing my
project report. Special thanks to, Asst. Prof. Keerthi H.K and internal guide for the guidance in
preparation of project.
My special thanks to Dr. Nijaguna, Head of department of MBA, AIT Bangalore for help in
initiating the project report in advance for the regular motivation. J also express my thanks to our
principal Dr, SC Pilli, Acharya Institute of technology, Bangalore for his valuable supports.
My heartily thanks to the external guide Mr. Sheo Narayan Singh, Business associate, for his
support and guidance. He has given time to go through the project and make necessary correction
as and when needed. Thanks, and appreciation to the helping nature of employees at LIBRA
HYUNDAI DHANBAD for their support.
I also extended my heartily thanks to my parents and also my friends .
Place: Bangalore Raja Sengupta

Date: 28/5/2018 ( I IA! 6MBA3 l)
TABLE OF CONTENT
Si No Content Page No
Executive summery 1
1 Chapter-1 2-13
Industry and Company Profile
1.1 Introduction on Project 3
1.2 Industry Profile 4-5
1.3 Company Profile 6-7
1.4 Nature of Business 8
1.5 Promotors 8
1.6 Vision/Mission 9
1.7 Product Profile 9
1.8 Competitors Information 10
1.9 Future Growth 11
1.10 Swot Analysis 11
1.11 Financial Statement 12-13
2 Chapter -2 14-29
Conceptual Background and Literate Review
3 Chapter -3 30-33
Research Design
3.1 Topic of The Study 31
3.2 Problem Statement 31
3.3 Objective 31
3.4 Scope of The Study 32
3.5 Methodology 32
3.6 Data Collection 32
3.7 Tool Used in Data Analysis 33
3.8 Hypotheses 33
3.9 Limitations of Study 33
4 Chapter -4 34-59
Data Analysis and Interpretation
4.1 Interest Rate Party Principle 53
4.2 Heading Techniques 54-55
5 Chapter-5 60-66
Findings, Conclusions, Suggestions
5.1 Findings 61-62
5.2 Conclusions 63-64
5.3 Suggestions 65-66
Bibliography 67-68
LIST OF TABLES
4.1 Table showing the Respondents age group 24
4.2 Table showing the Income level of respondents 26
4.3 Table showing the opinion of respondents about quality and technology 27
4.4 Table showing respondent opinion about the Hyundai luxury and 29
spaciousness
4.5 Table showing respondents response about the price of the vehicle 31
4.6 Table showing response of respondents about the price of spare parts 33
4.7 Table showing respondents opinion about the mileage of the cars 35
4.8 Table showing opinion of respondents about the service network 37
convenience
4.9 Table showing customers response about the helping behavior of 39
executives
4.10 Table showing respondents opinion about how they are greeted 41
4.11 Table showing response of customers about the services offered by the 43
advisor
4.12 Table showing opinion of customers for vehicle receiving process with 45
documentation
4.13 Table showing response of customers related to the test drive after the 47
completion of services
4.14 Table showing opinion of customers about the explanation of services 48
which have been done in the vehicle
4.15 Table showing response of respondents about the washing and cleaning 50
facility
4.16 Table showing response of customers about the time taken to deliver the 52
vehicle
4.17 Table showing respondents rating about the help provided for lodging and 54
attending complaints
4.18 Table showing response of the customers about the facilities offered 56
LIST OF CHARTS
4.1 Chart showing the Respondents age group 23
4.2 Chart showing the Income level of respondents 25
4.3 Chart showing the opinion of respondents about quality and technology 26
4.4 Chart showing respondent opinion about the Hyundai luxury and 28
spaciousness
4.5 Chart showing respondents response about the price of the vehicle 30
4.6 Chart showing response of respondents about the price of spare parts 31
4.7 Chart showing respondents opinion about the mileage of the cars 33
4.8 Chart showing opinion of respondents about the service network 35
convenience
4.9 Chart showing customers response about the helping behavior of 36
executives
4.10 Chart showing respondents opinion about how they are greeted 38
4.11 Chart showing response of customers about the services offered by the 40
advisor
4.12 Chart showing opinion of customers for vehicle receiving process with 42
documentation
4.13 Chart showing response of customers related to the test drive after the 43
completion of services
4.14 Chart showing opinion of customers about the explanation of services 45
which have been done in the vehicle
4.15 Chart showing response of respondents about the washing and cleaning 46
facility
4.16 Chart showing response of customers about the time taken to deliver the 48
vehicle
4.17 Chart showing respondents rating about the help provided for lodging and 50
attending complaints
4.18 Chart showing response of the customers about the facilities offered 52
EXECUTIVE SUMMARY
This study with a title of “A STUDY ON CUSTOMER SATISFACTION IN HYUNDAI

SERVICE CENTRE AT LIBRA HYUNDAI (Dhanbad)CARS DEALERSHIP”. The
prior purpose which is attached with the research is the calculation of the level of
pleasure in customers, to understand an expectation from the customer side from the
service station and service delivery and to find out the gap between both service delivery
and the expectation of customer which will influence them.
This study focusses on how to understand a customer on the basis of their satisfaction,
expectation, experience and the gap between their expectation and service delivery. This
study mainly focusses on the factors which all help to determine the expectation level of
the customer. This study helps the company in so many ways so that they can come up
with their problems and provide a satisfactory service to the customers so that they
become more loyal and get attracted by the service center.
Random sampling method is used by the researcher. The researcher has taken
responsibility from 100 respondents randomly to know their opinion, satisfaction level,
expectation, problem they are facing and employee performance. Structured
questionnaire is used and secondary data was collected from different websites.
Libra Hyundai in Dhanbad is an authorized sales and service dealership, Libra Hyundai
in Dhanbad has been in the business ever since the year 2003. In a short span of time, the
place made a name for itself as well as increase its patrons based tremendously. Ever
since its inception, the showroom has always ensured that it maintains a high standard
when it comes to servicing its guests.
The main aspect of this study is to attract customer towards the service station by
satisfying them and also to understand the customer demand, perception, thinking, etc.
Another aspect is how to make the customer satisfied and feel better at the service station.
Also helps to use all the data collected for future perspective to improve the service and
employee and service performance.
1
CHAPTER 1
INTRODUCTION
1.1 Introduction
This project aims at creating some practical things like knowledge, business experience and great
exposure for me. It gave me a wonderful opportunity to observe and learn the nature, vision,
mission, objectives and function and the activities in the organization and related to the concept
and theoretical study so far in the classroom. During this period the theories studied in the
classrooms helped me in executing them in real time in business strategies and operations and
hence help my company generate sales and promote their services in the market.
Good service as well as customer satisfaction are very important for both small and big
companies, but especially for the small companies as they need more customer retention. As we
all know now a days competition is increasing day by day that is why good service is becoming
more and more important. By making the customers happy and serving them well enough can
create long term customer relationship and possibly the company can get free marketing at the
same time when the satisfied customer tells about the good service they got. The company will
get a positive impact is they provide positive service that is why it is interesting to investigate or
knowing the feedbacks of the customers. It is very possible to get useful information of the
company customer while measuring customer satisfaction and the results are also useful to
improve the company’s services.
Measuring customer satisfaction on a continuous basis should be done because if it is done

regularly the results will be more beneficial to the company to convert their weaknesses into
strengths.
This research is done to get an idea of customer satisfaction the company has not carried out any
big research studies before this is one reason why I found it interesting to do the research.
2
1.2 INDUSTRY PROFILE
Automobile industry, the business of producing and selling self-powered vehicles including
passenger cars, trucks, farm equipment, and other commercial vehicles. By allowing consumers
to commute long distances for work, shopping and entertainment the auto industry has
encouraged the development of an extensive road system, made possible the growth of suburbs
and shopping centers around major cities, and played a key role in the growth of ancillary
industries such as the oil and travel business. The auto industry has become one of the largest
purchasers of many key industrial products such as steel. The large number of people the
industry employs has made it a key determinant of economic growth. A vehicle is machine
which is used for the transportation of passengers and goods. Car, bus, truck, jeep, tractor,
scooter, motorcycles are the example of automobiles. India has a strong export growth
expectation for the future and is also a prominent auto exporter. There is also an overall export
growth of 15.81 percent between April to February 2017-2018. There are some initiatives taken
by government of India and the major automobile company’s which will make India a leader in
the four-wheeler market by the end of 2020. The auto industry is going to evolve by introducing
various electric vehicles. Government of India is expecting to see six million electric cars and
hybrid cars at the end of 2020.
In order to meet the growing demand various auto makers have started investing heavily in
various segments of the industry. Foreign direct investment of Rs 18.413 billion had been
attracted by the industries during the period April 2000 to December 2017. This industry is
supported directly or indirectly by various factors such as availability of skilled labor at cheaper
cost, various R&D centers and low-cost steel production. The industry also provides various
opportunities for investment as well as direct and indirect employment to skilled and unskilled
labor.
3
Some of the major initiatives taken by the Indian government are:
 The Indian government is targeting to make automobile manufacturing the main driver of
“MAKE IN INDIA”.
 The government has announced plans to provide credit of Rs 850,000 crore to farmers in
the union budget of 2015-16. Which will boost the sales in the tractor segment.
 The government is planning to promote eco friendly cars in the country.
 A scheme for faster adoption and manufacturing of electric and hybrid vehicle’s in India
has been formulated by the government.
DIFFERENT NAMES OF THE AUTOMOBILE:
1. Auto
2. Auto car
3. Car
4. Motor car
5. Automobile
6. Auto buggy
7. Motor coach
8. Motor vehicle
9. Motor
1.3 COMPANY PROFILE
Libra Hyundai in Dhanbad is an authorized sales and service dealership, Libra Hyundai in
Dhanbad has been in the business ever since the year 2003. In a short span of time, the place
made a name for itself as well as increase its patrons based tremendously. Ever since its
4
inception, the showroom has always ensured that it maintains a high standard when it comes to
servicing its guests. The establishment endeavors to achieve the highest level of customer
satisfaction and improving the buying experience to its customers. During its time in business the
company has constantly made evident effort to keep abreast with the needs of the customer
alongside the growing market. Understanding that options are galore this showroom makes the
researching buying and selling as well as sales engagement easy and uncomplicated the dealer
showroom is located at in bank more locating it aa easy as it gets as it stands bank more- a major
landmark in the area undoubtedly this is one of the best car dealers at bank more Dhanbad.
5
1.3(A) PROMOTERS:
BOD
(W.W. LEE)
SENIOR V.P. FINANCE
(R.SETHURAMAN)
BOD
MANAGING
DIRECTOR (AJAY SINGH)
(Y.K. KOO)
MARKETING ND
BOD
SALES
(STEVE. S.)
(A. RAGHUVANSHI)
6
1.3(B)VISSION, MISSION AND QUALITY POLICY
“VISSION”
At this very moment it is developing eco friendly and human oriented technologies for the
future and setting up optimized global management system in order to provide the best
experience to its customers.
“MISSION”
To create exceptional automotive value for customer by blinding and safety, quality and
efficiency. With the diversion they will provide responsible stewardship to the community and
environment achieve in stability and security know and future generation.
“QUALITY POLICY”
The fundamental quality policy of Hyundai motors is to provide better product and services to
the customer is as follows:
To customer future value through continuous quality improvement.
To secure competitiveness in technology and quality of production and management.
To maximize business efficiency through knowledge management and activation of systematic

risk management.
7
1.3(C) SERVICES OFFERED
 Services at standard cost: The services provided there are at a very standard cost as
compared to the other automobile company even many local garages are charging high
price as compared to libra Hyundai.
 Discounts and offers occasionally provided to customers: Loyal customers are
provided with some discounts on service and offers like if u take your vehicle 2 times
within 2 months then 3rd servicing is free.
 Stability in prices of services: Many times, you will see drastic changes in price of
automobiles part and many more things related to your vehicle. But Hyundai will provide
you everything at genuine rate
 Management is customer focused: Customer retention is more important for the libra
Hyundai management as they believe in building relationship so basically focusses on
customer more than anything.
 Advise based services: whatever solutions are required to cope up with vehicle problem
will be given by the employees its all on you no external pressure will be give to you for
any type of service.
 Education and training to the staffs: Every staff are well trained and they have
expertise in their field work as they are provided with proper training and education.
Each month they have to undergo various trainings and workshop.
 HOS (Hyundai on road service): If you are facing any problem anywhere any time such
as breakdown of vehicle at any place if you make a call to the customer service number
they will come to that place they will solve your issue instantly.
 HMS (Hyundai mobile service): If you are too busy but wants to give your vehicle for
servicing then you can book your place by calling the service center.
8
1.3(D) COMPETITOR’S INFORMATION
Major competitor on the basis of geography(area)
1. Mahindra first choice wheels limited.

2. Maruti Suzuki Service.
3. Renault service.
4. Premsons sales and service.
5. Laxmi service station.
18% 22% mahindra first choice

maruti suzuki service
9% renault service
premsons sales and service
21% laxmi service station

14%
libra hyundai
16%
In this chart, I would like to explain the area covered by different competitors and local garage.
Here we can see easily that the large market is covered by Mahindra first choice wheels
(22%)then comes Maruti Suzuki (21%)and libra Hyundai is currently is in third position with
(18%).
9
1.3(E) SWOT ANALYSIS
STRENGTHS:
 GROWING BRAND: As we all know there are too many brands in automobile sector
and the competition is very high Hyundai is coming up with various attractive product
and services so that it can owe the market so we can say that it is growing brand.
 SERVING WORLDWIDE: As being an international brand it is serving worldwide
with its various product and attractive services.
 RESEARCH AND DEVELOPMENT: As above mentioned it is a growing brand it has
been doing lot of research and development to come out with various product and
services which will surely outclass the competitor’s.
 STRONG PROFITS: As we all know it is serving worldwide it must have been earning
strong profits through its sale and service.
WEAKNESS:
 PRODUCT RECALLS: There are some defects in product which might lead to return to
the product to the seller.
 SHORTAGE OF SPARE PARTS: It is one of the main weakness as during my survey
many customers have complaints that they are not getting the spare parts on time so the
company must have to overcome all those issues.
 PRODUCTION LOOSES: They are taking too much time for production and delivery
of vehicles due to which they are losing their customers so they have to overcome this
weakness for customer retention.
 LIMITED CAR DESIGNS: As we all are aware about the products of Hyundai
customers think that there is similarity in the design and interior of all the cars so they
must have to come up with various design and technologies to attract customers.
10
OPPURTUNITIES:
 HYBRID CARS: The company has a great opportunity to come up with hybrid cars
means by introducing various new technologies in new variants with new designs.
 BOOSTING FUEL EFFICIENCY: By boosting fuel efficiency the company can attract
more and more customers for ex in presents cars the fuel tank is having capacity of 25l on
an average so increasing it by 5l will be a great idea.
 LAUNCH ELECTRIC CARS: As we all know there is hike in price of petrol as well as
pollution is also increasing day by day so by coming up with electric cars will attract too
many customers as there are few companies who have come up with electric cars.
THREATS:
 INFLATION: Inflation will directly or indirectly affect the sales as well as the
production of the company so the company will have to tackle these sorts of problems.
 HIGH FUEL PRICE: As abovementioned the price of fuel is increasing day by day due
to which the customers can switch to electric cars which will gradually decrease the
number of customers.
 COMPETATION: Now a day there are large number of companies who have come in
market with various products which will attract you customers so the company have to
provide excellent goods and services for customer retention as well as to survive in this
competitive world.
11
1.3(F) FUTURE GROWTH AND PROSPECTS
 ATTRACTIVE DOMESTIC MARKET AND PROXIMITY TO OTHER

MARKET: The domestic market of automobile sector(Hyundai)is very attractive due to
their product line as they have various products and services which will help them in
becoming an auto hub.
 POLITICAL AND BUSINESS ENVIRONMENT: As we all know Indian market is

totally business oriented to if u satisfy the Indian customers or fulfill the demands of
Indian customer the company is going to earn profit and now a day the government is
also coming up with various plans for the automobile sector which are very beneficial in
terms of future growth.
 LOW PRODUCTION COST AND EFFICIENT SUPPLY CHAIN: The production

cost is very cheaper as compared to other countries as you can get skilled labor as well as
raw materials very cheaply and the supply chain management is also very good one can
also get transportation facility very cheaply which directly benefits the organization.
 Technological capabilities in particular class of vehicles: By introducing various

innovative technologies in a particular class of vehicles will also help the company to
gain more and more customers as the customers are now evolving day by day as they are
ready to spend any cost for new technologies introduced in the vehicles.
12
1.4 FINANCIAL STATEMENT:
PARTICULARS 2016 2015 2014 2013

Total Revenue 24308002 23365959 24538004 22083670
Revenue 24308002 23365959 24538004 22083670
Other revenue - - - -
Cost of total revenue 19581166 19072656 20005202 18189695
Gross profit 4726836 4293303 4532802 3893975
Total operating expenses 23204010 22115198 23515518 21015865
Operating income 1103992 1250761 1022486 1067805
Interest income (expenses) 94405 515422 115450 399927
Gain on sale assets -63938 -12506 -95794 -4973
Other net 30511 3376 225246 31907
Net income before tax 1164970 1757053 1267388 1494666
Provision for income tax 251344 351259 198552 375902
Net income after tax 913626 1405694 1068836 1112764
Minority interest -96749 -75128 -68830 -57324
Equity in affiliates - - - -
Us GAP Adjustment - - - -
Net income before extraordinary 816877 1330566 1000006 1061440
item
Total extraordinary item - - - -
Net income 816877 1330566 1000006 1061440
Total adjustment to net income - - - -
Income available extraordinary 816877 13305066 1000006 1061440
item
Dilution Adjustment - - - -
Dilution net income 816877 1330566 1000006 1061440
Diluted Weighted Average 268.65 268.65 268.5 268.65
Shares
Diluted EPS Excluding 3040.64 4952.73 3724.46 3950.97
13
Extraordinary Items
DPS - Common Stock Primary 1000 - 3000 -
Issue
Diluted Normalized EPS 3929.29 4989.97 4021.2 3950.65
14
CHAPTER 2
CONCEPTUAL BACKGROUND AND LITERATURE REVIEW
2.1 THEORATICAL BACKGROUND OF STUDY
Customer Satisfaction is a term frequently used in marketing. It is a measure how product and
services supplied by a company meet or surpass customer expectation. Customer satisfaction is
defined as the number of customers or percentage of total customers whose reported experience
with a firm, its product or its services exceeds specified satisfaction goals.
The marketing accountability standard boards endorses the definitions, purposes and construct of
classes of measures that appear in marketing metrices as part of its ongoing common language in
marketing project. In order to find the Customer Satisfaction for services provided by Libra
Hyundai, I adopted Descriptive method for research and collected the details provided by the
respondents in Survey. I have chosen a sample size of 100 respondents through a technique of
Random Sampling. The survey was conducted through preparing questionnaire in which multiple
choice questions were asked by the respondents. By this research I came to know that customer’s
majority were very much happy by standard in the services provided by Libra Hyundai but they
have a problem with the behaviour of the mechanics. There is a communication gap between
service advisor and customer and also with mechanics. So the organization has to focus on it and
try to rectify the communication gap. There are few of the services where company has to create
Customer Satisfaction are washing of the car and body painting. The company also has to
concentrate on some of the strategies to improve the Customer satisfaction in services provided
by Libra Hyundai and to increase its market value and so attract the customers who are attached
with the competitor.
2.1(a) NEED OF CUSTOMER SATISFACTION:
 Customers are the most important assets of any organization.

 Customers directly or indirectly have a role in cashflow of the organization as satisfied
customers will clear their outstanding’s quickly which will increase the cash flow.
15
2.1(b) BUSINESS TECHNIQUE OF CUSTOMER SATISFACTION:
 By providing front line employees who can respond quickly is one of the main customer
satisfaction technique.
 An organization can retain their customers and also increase their customers by providing
after sales service.
 Always have a positive attitude while dealing with customers means having a smile in
face.
2.2 LITERATURE REVIEW
According to Richard Oliver(1995) “Customer satisfaction is nothing but customer’s response

of fulfilment. Satisfaction is a judgment about any service feature or about the service itself
which provides a level of pleasure for consumption-related fulfilment”.
Customer satisfaction is evaluation of any service by the customer in terms of need, demand, and
its fulfilment by the service provider. It is also useful for understanding the customer, knowing
their expectations, awareness about the services and organisation and also idea about how to
satisfy the customer and what are the strategies used for this.
Das Prasun (2009) examined in this study that any effort which has been taken for finding a
pleasure of customers while buying of services related to any sector is based on the customers.
An article on satisfaction of customer’s looks twisty as well as it covers various segments which
are accounting, management and marketing, etc. He said that customer satisfaction is related to
all the functions and it also depends upon the employee’s performance. Customer satisfaction is
one of the best methods of attracting customer by providing better services to the customers so
that they become loyal towards the service provider.
Iacobucci (1994, 1995) examined and explained the precise and easy definition of services
standards and customer pleasure & happiness. He said that all the service standards will never
been misled by the satisfaction of customer, while the pleasure is profitable result of giving
better advantage. Here, there’s a huge difference between service standards and customer
happiness. But many customers think that it is same. Actually, service quality is a factor which
16
will influence a customer for their satisfaction like that there are many factors which employee
performance are, behave of the employee, price, etc. These all the factors will lead to the
customer satisfaction. So that customer will be happy and be brand loyal.
Sulek (1995) examined that the customer satisfaction positively and profitably affects the
services. It means the demand of the service will increase day by day. It also says that customers
are brand loyal and if they satisfied then they avail the services whether the service charges are
high. Customer satisfaction is very profitable for any company to increase their sales, income,
revenue, and customer base. So Sulek call it as positively affects the sales of services.
Anderson (2004) examined that there is a positive integration between satisfaction of the
customer at company level and (benefited in long-run and enhance the financial performance) for
its dealers. Customer satisfaction is the best way which will enhance the financial performance,
profitability of the company and number of customers who will directly or indirectly increases
the revenue of company. Customer satisfaction also says that if any company has large number
of satisfied customer base then the company is the market leader because of their quality service,
standard service at low price. Customer satisfaction is now a day’s very important factor which
will affect the organisation in many different ways.
Babakus (2008) examined that if service quality is linked to the customer satisfaction within
service providing firm and found that service quality has a significant impact on the profit of the
firm. It means quality of service directly impact on the profit of the firm or service quality leads
to the customer satisfaction and it increases the profit of the organisation or firm. Profit is very
necessary for any firm to analyse their performance, customer base, brand value, etc.
Cardozo's (1965) examined that the Customer satisfaction has been very popular topic in
marketing study and academic research and initial study is all about customer effort, expectations
and satisfaction. A customer is satisfied when several factors are included in the services like
service quality, awareness of customer, employee performance and also some efforts will be to
put by customer, expectation by the customer is not very high so that it will be fulfilled easily by
maintaining some quality and standard.
17
Oliver (1980) examined that pleasure of customer is only an outcome of the evaluation course
which contrast pre-purchase expectation with the perception of an act at the time and later
consuming experience. Customer satisfaction is all about result which a customer feels and he
replies to someone after availing any service facility.
Atkinson (1988) examined that cleanliness, security, value for money and courtesy of staff
determine customer satisfaction. These all are the main factors which will help a customer to
become satisfied and then analyse the service in later point of time.
Akan (1995) examined the main determinants of customer satisfaction are the behaviour of
employees, cleanliness and timeliness. It means manner, behaviour of employee’s leads to the
customer satisfaction as well as cleanliness and the services at time also leads to satisfaction of
customer.
Knutson (1988) examined that room cleanliness and comfort, convenience of location, prompt
service, safety and security, and friendliness of employees are important to satisfy the customer.
These are the determinants of customer satisfaction, if these all will be included in any service
then there is no dissatisfaction.
Hunt (1977) examined that Customer satisfaction has also been defined as “an evaluation
rendered that the (consumption) experience was at least as good as it was supposed to be.” Past
experience is also a factor which helps any marketer to satisfy the customer easily.
Larcker and Ittner (1998) studied that empiric proof by many customers, businesses and firms
helps to measure various financial performances (which includes revenues, revenue changes,
margin, sales return, equities market value and the current earning) all are directly related with
the satisfaction of customers. It means if a customer is satisfied then it directly impacts on the
revenue, profit, sales return, etc.
Dineshkumar, P.Vikkraman (2012) studied that satisfaction of customers are largely

remembered as the main component for attracting the customers for the post purchase behaviour.
The customers who are satisfied are use to say to other people about their positive experience
18
and then engaged in word of mouth advertising for positive sense. Word of mouth is the best way
of marketing because an experienced customer is attached in such activity.
Dr.T.N.R.Kavitha, Mr.R.Mohana Sundaram (2010) studied that customer satisfaction toward

any services is carried out with some objective like determining the customer expectation and to
know the satisfaction level. It means if any company is focusing on the satisfaction of customer
then there is a motive behind it which is to retain large number of customers and to know the
expectation of the customers.
Choi and Chu (2001) studied that staff efficiency; machines and the brand value are the top
three factors that determine customer satisfaction in automobile services.
Labagh and Barsky (1992) studied that employee’s attitude, service centre location and lounge
facilities are the factors which influence the customer satisfaction in service centre of automobile
industry.
Ms. Jayshree Chavan, Mr. Faizan Ahmad (2013) studied that today, all the service industries
are customer oriented and they are focusing on the customer needs and then start to realise that
the company more over depending on the standards of the services offered to all of the
customers.
S M Sohel Rana, Abdullah Osman, Md. Aminul Islam (2014) analysed that automobile
industry and its services are becoming popular day by day. Companies in this sector are paying
more focus for the development of the industry. This fresh research focuses on all the
determinants which constitute customer pleasure in the automobile services. Satisfaction of
customers in this industry is important indicator and shows how well dealers meet the customer’s
expectation.
Miguel I. Gomez, Edward W. McLaughlin, Dick R. Wittink (2004) analysed to evaluate a

connection between the perception as well as the satisfaction of customer, also between customer
pleasure and the sales performances.
19
CHAPTER 3
RESEARCH DESIGN
3.1 STATEMENT OF THE PROBLEM
This study is a Hyundai marketing service that attempts to identify various factors that contribute
to the management of customer satisfaction. The study also attempts to associate certain
customer satisfaction factors with the population variables of gender, age, annual income and
work experience.
3.2 NEED FOR THE STUDY
In today’s modern market, satisfaction among the customers plays an important role in the
services turnover of the company. Every company invests heavily in aspect to build strong image
and gain market share and also to retain large number of customers. To know the customer
satisfaction for the services, provide by Libra Hyundai is the need of the study.
3.3 OBJECTIVES
 To determine the factors contributing to customer satisfaction.

 To assess satisfaction level of customers towards services provided by Hyundai.
3.4 SCOPE OF THE STUDY
 This study covers the customers of Libra Hyundai.

 This study helps to attract more customers who are attached with competitors.
 This study helps to enhance the marketing strategy of Libra Hyundai.
20
3.5 RESEARCH METHODOLOGY
3.5(a) RESEARCH DESIGN:
Descriptive research design is used to carry out the study.
3.5(b) SAMPLING UNIT:
Customers of libra Hyundai Dhanbad Jharkhand.
3.5(c) SAMPLE SIZE:
100 Customers who came for service in libra Hyundai Dhanbad.
3.5(d) SAMPLING TECHNIQUE:
Simple random sampling technique method was used to do the research.
3.5 (e)DATA COLLECTION:
The sources of information from where it is collected are as follows:
1. Primary data (first)

2. Secondary data (second)
Primary data
I have collected the primary data from customers using questionnaires. Instrument used for
questionnaire is been used for data collection. It is composed of close ended questions which are
constructed using 5-point rating scale.
Secondary data
All the secondary data is collected from magazines, journals, articles, company’s old reports,
websites.
3.5(f)Statistical tools:
SPSS and M.S EXCEL are the tools used to carry out the study.
And the method used are percentage method and ANOVA Technique.
21
3.5(g) HYPOTHESES:
Hypothesis testing
H0 - There is no relationship between customer satisfaction and the quality of the service
provided by the company.
H1 - There is strong relationship between customer satisfaction and the quality of the service
provided by the company.
3.6 LIMITATIONS
 Study is limited to Libra Hyundai dealership.

 The study is purely for academic purpose.
 The study is limited due to time.
 The sample size of this study is limited to 100 respondents.
22
CHAPTER 4
ANALYSIS AND INTERPRETATION
TABLE 4.1:
Table showing Respondents age group
Serial number Response Respondents
1 Less than 18yrs 5
2 18 to 25yrs 7
3 25 to 35yrs 18
4 35 to 50yrs 60
5 More than 50 10
Total 100
CHART 4.1
Chart showing respondents age group
Chart Title
70
60
50
40
30
20
10
0
less than 18yrs 18 to 25yrs 25 to 35yrs 35 to 50 yrs More than 50 yrs
no of respondents
23
ANALYSIS:
 I found that 60 customers belong to the age class of 35 to 50 yrs.

 18 customers belong to the age class of 25 to 35 yrs.
 10 customers belong to the age class of more than 50 yrs.
 I found that 7 customers belong to the age class of 18 to 25 yrs.
 5 respondents belong to the age class of less than 18 years.
INTERPRETATION:
Most of the respondents in this study belongs to the age group 35-50 years.
TABLE 4.2:
Table showing Income level of the respondents
Serial Number RESPONSE RESPONDENTS
1 Less than 2.5 11

Lakhs
2 2.5 to 5 Lakhs 40
3 5 to 7 Lakhs 29
4 7 to 10 Lakhs 15
5 More than 10 5
Lakhs
Total 100
24
CHART 4.2:
Chart showing income level of respondents
45
40
35
30
25
20
15
10
0
less than 2.5 lacs 2.5 to 5 lacs 5 to 7 lacs 7 to 10 lacs more than 10 lacs
respondents
ANALYSIS
 Income of 40 customers comes under the level of 2.5 to 5 Lakhs.

 29 customers come under the income level of 5 to 7 Lakhs.
 15 customers come under the income level of 7 to 10 Lakhs.
 11 customers come under the income class of less than 2.5 Lakhs.
 Only 5 of customers comes under the income level of more than 10 Lakhs.
INTERPRETATION
Most of the respondents are having income of 2.5 to 5 lakhs per annum
25
TABLE 4.3:
Table showing Opinion of respondents about quality and technology of Hyundai
Serial Number RESPONSE RESPONDENTS

1 Highly Satisfied 50
2 Satisfied 20
3 Neutral 05
4 Dissatisfied 15
5 Highly Dissatisfied 10
Total 100
Chart 4.3
Chart showing opinion of respondents about quality and technology of Hyundai
respondents
60
50
40
30
20
10
0
highly satisfied satisfied neutral dissatisfied highly dissatisfied
respondents
26
ANALYSIS
We can see in the graph of the satisfaction side is high so here customers are much satisfied with
the quality & technology.
 50 customers are highly satisfied with the quality and technology provided in the cars by
Hyundai.
 20 customers are satisfied by the quality and technology used in the vehicles.
 5 customer says that the quality and technology must be neutral for them, it means they
may or may not be satisfied.
 15 customers are dissatisfied by the technology and quality offered.
 10 customers are very much dissatisfied with the quality and technology.
If we take overall then we can say that 70% of the customers are satisfied with the quality
and technology while 25% are dissatisfied and 5% are neutral. We can’t say anything for
the neutral because they may or may not be satisfied by the offerings.
INTERPRETATION
Most of the respondents are highly satisfied with the quality and technology provided in the cars
by Hyundai.
Table 4.4:
Table showing Respondents opinion about the Hyundai luxury and spaciousness.
Serial number Response RESPONDENTS
2 Satisfied 47
3 Neutral 08
4 Dissatisfied 16
5 Highly dissatisfied 09
Total 100
27
Chart 4.4:
Chart showing respondents opinion about the Hyundai luxury and spaciousness.
respondents
50
45
40
35
30
25
20
15
10
5
0
highly satisfied satisfied neutral dissatisfied highly dissatisfied
respondents
ANALYSIS: -
There are many customers who are satisfied with the luxury and spaciousness of the vehicle.
 20 respondents are highly satisfied with the luxury and space provided in the vehicle.
 47 customers are satisfied.
 8 customers are neutral they may or may not be happy with the luxury and spaciousness of
the cars.
 16 respondents are dissatisfied it means they are not happy with the luxury and
spaciousness of the vehicle.
 9 customers are highly dissatisfied.
28
If we will go for overall result then 67% of customers are satisfied, 8% of the respondents are
neutral who are very confusing one and then 25% are much dissatisfied by the luxury and
spaciousness of the vehicle offered to them.
INTERPRETATION:
Most of the customers are satisfied with the luxury and spaciousness of the vehicle.
Table 4.5:
Table showing Respondent’s response about the price of the vehicle offered by Hyundai
Serial Number Response Respondents

2 Satisfied 38
3 Neutral 32
4 Dissatisfied 08
Total 100
29
Chart 4.5:
Chart showing respondents response about the price of the vehicle offered by Hyundai.
respondents
40
35
30
25
20
15
10
5
0
Highly Satisfied Satisfied Neutral Dissatisfied Highly
Dissatisfied
respondents
ANALYSIS: -
There are many customers who are satisfied with the price offered by the company for their
vehicle.
 17 respondents are highly satisfied with the price offered for the vehicle.
 32 customer says that they are neutral. They may or may not be satisfied with the price
offered.
 8 customers are dissatisfied with price of the vehicle.
5 customers are highly dissatisfied with the price of the vehicle offered to them. If we will
talk about the overall then we can say that 55% of the customers are satisfied, 32% of the
customers are neutral and 13% of the customer think that price of the vehicle is high.
INTERPRETATION:
Most of the customers are satisfied with the price of the vehicle.
30
Table 4.6:
Table showing Response of respondents about the price of spare parts of the vehicle

2 Satisfied 25
3 Neutral 31
4 Dissatisfied 18
Total 100
Chart 4.6:
Chart showing response of respondents about the price of spare parts of the vehicle
Respondents
35
30
25
20
15
10
0
Highly Satisfied Satisfied Neutral Dissatisfied HighlyDissatisfied
Respondents
31
ANALYSIS: -
There are many customers who are not satisfied with the price of the spare parts of the vehicle.
 12 respondents are highly satisfied with the price of the spare parts offered.
 25 customers are satisfied with the price of the spare parts.
 31 customers give neutral answer it means they may or may not be satisfied with the price
of the spare parts.
 18 responses come out and says that 18% of the customers are dissatisfied with the price of
the spare parts.
 14 highly dissatisfied with the price offered by the company for the vehicles are high.
If we will talk about overall result then we can say that only 37% of the customers are satisfied,
31% are neutral and 32% of them are dissatisfied.
INTERPRETATION:
Most of the respondents are neutral with the price of spare parts of the vehicle.
32
Table 4.7:

2 Satisfied 40
3 Neutral 13
4 Dissatisfied 07
Total 100
Table showing Respondent’s opinion about the mileage of the cars
Chart 4.7:
Chart showing respondents opinion about the mileage of the cars
Respondents
45
40
35
30
25
20
15
10
0
Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied
Respondents
33
ANALYSIS:
There are many customers who are satisfied with the mileage of the vehicle.
 32 respondents are highly satisfied with the mileage offered in the vehicle.
 13 responses are neutral.
 7 respondents say that they are dissatisfied by the mileage of the car.
 8 customers say that they are highly dissatisfied with the mileage of the vehicle.
When we talk about overall then we can say that 72% of customers are satisfied, 13% are neutral
and 15% are dissatisfied with the mileage of the car.
INTERPRETATION:
Most of the customers are satisfied with the mileage offered in the vehicle.
Table 4.8:
Table showing Opinion of respondents about the service network convenience

2 Satisfied 38
3 Neutral 27
4 Dissatisfied 05
Total 100
34
Chart 4.8
Chart showing opinion of respondents about the service network convenience
Respondents
40
35
30
25
20
15
10
0
Respondents
ANALYSIS:
There are many customers who are satisfied with the service network convenience.
 23 respondents are highly satisfied with the service network convenience provided.
 5 responses are dissatisfied.
 7 responses say that the customers are highly dissatisfied.
When we talk about overall result then we find that 61% are satisfied, 27% are neutral and 12%
are dissatisfied with the convenience of the service network.
INTERPRETATION:
Most of the customers are satisfied with the service network convenience.
35
Table 4.9:
Table showing Customer’s response about the helping behaviour of the executives for
getting an appointment

2 Satisfied 37
3 Neutral 23
4 Dissatisfied 13
Total 100
Chart 4.9:
Chart showing customers response about the helping behaviour of the executives for
getting an appointment
Reapondents
40
35
30
25
20
15
10
0
highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied
Reapondents
36
ANALYSIS:
There are so many customers who are satisfied with the helping behaviour of the employees
while getting an appointment.
 12 respondents are highly satisfied with the helping behaviour of the employees.
 23 are neutral.
 13 are dissatisfied with the behaviour of the employees.
 15 are highly dissatisfied by the behaviour of employees.
Only 49% of customers are satisfied, 23% are neutral and 28% of the customers are dissatisfied
by the employee’s behaviour while getting an appointment.
INTERPRETATION:
Most of the customers are satisfied with the helping behaviour of the employees while getting an
appointment.
37
Table 4.10:
Table showing Respondent’s opinion about how they are greeted on the service station by
the guard and employees

2 Satisfied 45
3 Neutral 09
4 Dissatisfied 16
Total 100
Chart 4.10:
Chart showing respondents opinion about how they are greeted on the service station by
the employees
Respondents
50
45
40
35
30
25
20
15
10
5
0
Respondents
38
ANALYSIS:
There are many customers who are satisfied by the welcoming process or greet them while
visiting the service centre.
 20 respondents are highly satisfied by the greeting process while they visit the service
centre.
 16 customers are dissatisfied.
 10 customers are highly dissatisfied.
When we talk about the overall responses then we can say that 65% of the respondents are
satisfied, only 9% are neutral and 26% of the customers are dissatisfied.
INTERPRETATION:
Most of the customers are satisfied by the welcoming process or greet them while visiting the
service center.
Table 4.11:
Table showing Response of customers about the services offered by the service advisors at
the workshop

2 Satisfied 28
3 Neutral 27
4 Dissatisfied 14
Total 100
39
Chart 4.11:
Chart showing response of customers about the services offered by the service advisors at
the workshop
Respondents
30
25
20
15
10
0
Respondents
ANALYSIS:
There are several customers who are satisfied with the services provided by the service advisor at
workshop.
 20 respondents are highly satisfied by the service provided by the service advisor at
workshop.
 27 respondents are neutral about it.
 14 customers are dissatisfied by the service.
 11 are highly dissatisfied by the services provided.
40
Only 48% of respondents are happy by the services offered to them, 27% are neutral about it and
25% of the responses show dissatisfaction.
INTERPRETATION:
Most of the respondents are satisfied with the services provided by the service advisor at
workshop.
Table 4.12:
Table showing Opinion of customers for vehicle receiving process with documentation

1 Yes 87
2 No 13
Total 100
41
Chart 4.12:
Chart showing Opinion of customers for vehicle receiving process with documentation
Respondents
Yes No
ANALYSIS:
There are many customers who share their answers in yes regarding documentation process
while receiving the vehicle.
 87 respondents say yes regarding proper documentation process done at the time of
receiving the vehicle.
 13 customers say no.
INTERPRETATION:
Most of the respondents say yes regarding documentation process while receiving the vehicle.
42
Table 4.13:
Table showing Responses of customers related to the test drive after the completion of
services

1 Yes 95
2 No 05
Total 100
Chart 4.13:
Chart showing Responses of customers related to the test drive after the completion of
services
Chart Title
100
90
80
70
60
50
40
30
20
10
0
Yes No
Respondents
43
ANALYSIS:
There are many customers who share their views in yes regarding the test drive taken after the
completion of service.
 95 customers said that yes test drive will be taken after the completion of service.
 5 customers say no.
INTERPRETATION:
Most of the customer have taken test drive after the completion of the service.
Table 4.14:
Table Showing Opinion of customer about the explanation of services which have been
done in the vehicle by the advisor

1 Yes 89
2 No 11
Total 100
44
Chart 4.14:
Chart Showing Opinion of customer about the explanation of services which have been
done in the vehicle by the advisor
Respondents
100
90
80
70
60
50
40
30
20
10
0
Yes No
Respondents
ANALYSIS:
There are many customers who share their views in yes regarding the explanation of jobs done in
the vehicle properly.
 89 respondents said that yes, they got explained by the service advisor about the job done
in the vehicle.
 11 customers said that the service advisor have not explained the jobs done properly.
INTERPRETATION:
Most of the respondents said that they got explained by the service advisor about the job done in
the vehicle.
45
Table 4.15:
Table showing Response of respondents about the washing and cleaning facility offered by
the service centre

2 Satisfied 28
3 Neutral 22
4 Dissatisfied 24
Total 100
Chart 4.15:
Chart showing Response of respondents about the washing and cleaning facility offered by
the service centre
Respondent
30
25
20
15
10
0
Respondent
46
ANALYSIS:
There are several customers who may are not satisfy with the washing and cleaning services
provided by the service station.
 Only 12 respondents are highly satisfied by the washing facility provided by the service
centre.
 28 customers are generally satisfied.
 22 respondents gave neutral answers.
 24 customers are dissatisfied by the washing facility.
 14 are highly dissatisfied by the washing and cleaning services provided.
Only 40% of the respondents are happy with the vehicle washing facility offered to them, 22%
are neutral about it and 38% of the responses show dissatisfaction by the vehicle cleaning
facility.
INTERPRETATION:
Most of the customers are satisfied with the cleaning service provided by the service station.
47
Table 4.16:
Table showing Response of customers about the time taken to deliver the vehicle after the
service

2 Satisfied 38
3 Neutral 29
4 Dissatisfied 12
Total 100
Chart 4.16:
Chart showing Response of customers about the time taken to deliver the vehicle after the
service
Respondents
40
35
30
25
20
15
10
0
Respondents
48
ANALYSIS:
There are many customers who are satisfied with the vehicle delivery time which was taken to
deliver the vehicle after the service.
 13 respondents are highly satisfied by the delivery time taken for completion of service.
 38 customers are satisfied by the delivery time of the vehicle after its service.
 29 respondents gave neutral answers.
 12 customers are dissatisfied by the vehicle delivery time after the service.
 8 are highly dissatisfied by the time taken to deliver the vehicle.
Only 51% of the respondents are happy with the vehicle delivery time for providing service, 29%
are neutral means they can’t say anything about it and 20% of the responses show dissatisfaction
only because of time taken to deliver the vehicle.
INTERPRETATION:
Most of the respondents give neutral answer with the vehicle delivery time which was taken to
deliver the vehicle after the service.
49
Table 4.17:
Table showing Respondents rating about the help provided for lodging and attending
complaints by the customer care executives

2 Satisfied 40
3 Neutral 19
4 Dissatisfied 10
Total 100
Chart 4.17:
Chart showing Respondents rating about the help provided for lodging and attending
complaints by the customer care executives.
Respondents
45
40
35
30
25
20
15
10
0
Respondents
50
ANALYSIS:
There are several customers who are satisfied by the customer care executives for helping the
customers in lodging and attending of complain regarding the issues.
 25 respondents are highly satisfied by the customer care executives for their help in solving
the complaints.
 40 customers are satisfied with the helping behaviour of the customer care executives.
 19 respondents are neutral about this.
 10 customers are dissatisfied by the customer care executives by their behaviour.
 6 are highly dissatisfied by the customer care executives not for helping them regarding the
complaints.
Only 65% of respondents are happy with the customer care executives helping nature in solving
the issues they are facing, 19% are neutral about it and 16% of the responses show dissatisfaction
means they said that customer care executives are not helping them regarding the problems.
INTERPRETATION:
Most of the customers are satisfied with the helping behaviour of customer care executive.
Table 4.18:
Table showing Response of the customers about the facilities offered by Libra Hyundai.

2 Satisfied 37
3 Neutral 23
4 Dissatisfied 11
Total 100
51
Chart 4.18:
Chart showing Response of the customers about the facilities offered by Libra Hyundai.
Respondents
40
35
30
25
20
15
10
0
Highly Satisfdied Satisfied Neutral Dissatisfied highly Dissatisfied
Respondents
ANALYSIS:
There are several customers who are satisfied with the facilities offered by the service centre.
 18 respondents are highly satisfied by the facilities offered to them.

 37 customers are satisfied by the facilities offered to them in the dealership.
 23 respondents are neutral about it.
 11 customers are dissatisfied by the facilities offered at the service centre.
 11 are highly dissatisfied by the facilities provided.
Only 55% of respondents are happy by the facilities offered to them, 23% are neutral about it and
22% of the responses show dissatisfaction in facilities offered by the service station.
52
INTERPRETATION:
Most of the customers are satisfied by the facilities offered to them in the dealership.
Statistical Tools and Result
ANOVA:
Single
Factor
SUMMARY
Groups Count Sum Average Variance
Q1 4 8 2 1.66667
Q2 4 20 5 5
ANOVA
Source of SS Df MS F P-value F crit
Variation
Between 4.4 1 4.4 1.588235 0.2574 5.987376
Groups
Within 19 7 2.114285
Groups
Total 23.4 8
P Value = 0.2574
we will choose alternative hypothesis and null hypothesis is rejected.
53
CHAPTER 5
FINDINGS, CONCLUSION AND SUGGESTIONS
5.1 SUMMARY OF FINDINGS
 We observe that most of the respondent in this study belongs to 35-50-year age group.
 It is observed that income level of the respondent is high in between 2.5 lacs to 5 lacs per
annum.
 Most of the respondents believe that quality and technology of Hyundai is very good.
 Many respondents are happy with the Hyundai luxury and spaciousness.
 Customer felt that price of the vehicle offered by Hyundai is ok as they are satisfied.
 Respondent’s are neutral towards the price of spare parts of the vehicle.
 Respondents gave good rating about the mileage of the cars.
 Respondents said that they are satisfied with the service network convenience.
 Respondents are satisfied with the helping behaviour of the executive for getting an
appointment.
 Customers are much satisfied with the greetings on the service station by the guard and
employees.
 Response of customers about the services offered by the service advisors at the workshop
is neutral.
 Customers were very much satisfied with the documentation process at the time of
receiving the vehicle.
 Customers are very satisfied related to the test drive after the completion of services.
 Customers like the explanation of services which have been done by the employees.
 Customers are not that much satisfied washing and cleaning facility offered by the service
centre.
54
 There are many customers who are satisfied with the vehicle delivery time which was
taken to deliver the vehicle after the service.
 There are several customers who are satisfied by the customer care executive for helping
the customers in lodging and attending of complain regarding the issues.
 There are several customers who are satisfied with the facilities offered by the service
centre.
5.2 CONCLUSION AND SUGGESTIONS
CONCLUSIONS
 Customers feel that service charge is little high.
 Many of the customers are happy with regard to mileage.
 65% of the respondent said that the executive performance was good, 19% of the
respondent said its ok.
 Customers feel that they are getting information regarding free service provided by the
Hyundai.
 The respondents are saying that Libra Hyundai performance is good.
 Libra Hyundai are delivering the vehicle ay promised time.
 Quality and technology used in Hyundai vehicles attract large number of customer.
 Washing and cleaning facility is not good enough.
 Documentation and online entry of every vehicle is very good.
 Price of the spare parts is little high so it will affect the customer.
 Vehicle delivery time is good enough means vehicle will be delivered at promised time.
 Libra Hyundai facilities are very much satisfactory for the customers Complaints will be
attended very sharply to help the customer.
55
SUGGESTIONS
 Service centre has to frame new strategies to gain all the potential customers.
 Libra Hyundai have to come up some potential activities, schemes and offers to attract
people.
 Service advisors need training and motivation from the management.
 Libra Hyundai has to improve the washing quality through training of the staffs.
 Company should hire trained and efficient staffs for providing the standard service.
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ANNEXURE
Questionnaire on “A Study on Customer Satisfaction in Hyundai Service centre @ Libra
Hyundai dealership”.
Dear sir,
I am a student of Acharya Institute of Technology, Bangalore is conducting a survey on” A
Study on Customer Satisfaction in Hyundai Service centre @ Libra Hyundai dealership” for
fulfilment of MBA programme.
This information is purely for an academic purpose and is completely confidential. You are
requested to fill the below QUESTIONNAIRE.
Rate the following services offered by the company on a five-point scale on the basis of
satisfaction level are as follows:
Highly Satisfied (HS), Satisfied (S), Neutral (N), Dissatisfied (D), Highly Dissatisfied (HD)
1. Which age class do you belong?
Less than 18yrs ()

18 to 25yrs ()
25 to 35yrs ()
35 to 50yrs ()
More than 50yrs ()
57
2. What is your income level?
Less than 2.5 Lakhs ()

2.5 to 5 Lakhs ()
5 to 7 Lakhs ()
7 to 10 Lakhs ()
More than 10 Lakhs ()
3. Rate the Hyundai quality and technology?
Highly Satisfied ()
Satisfied ()
Neutral ()
Dissatisfied ()
Highly Dissatisfied
4. Rate the Hyundai luxury and spacious?
Highly Satisfied ()
Satisfied ()
Neutral ()
Dissatisfied ()
Highly Dissatisfied ()
5. Rate the price of the vehicle offered by Hyundai?
Highly Satisfied ()
Satisfied ()
Neutral ()
58
Dissatisfied ()
6. Rate the price of the spare parts offered by Hyundai?
Highly Satisfied ()
Satisfied ()
Neutral ()
Dissatisfied ()
7. Please rate the mileage of the car?
Highly Satisfied ()
Satisfied ()
Neutral ()
Dissatisfied ()
8. Rate the convenience of service network?
Highly Satisfied ()
Satisfied ()
Neutral ()
Dissatisfied ()
59
9. How do you rate the executives will they help you to get an appointment at the dealership?
Highly Satisfied ()
Satisfied ()
Neutral ()
Dissatisfied ()
10. How do you rate the guard and employees for greeting you at the service station?
Highly Satisfied ()
Satisfied ()
Neutral ()
Dissatisfied ()
11. How do you rate the services offered by the service advisors at the workshop?
Highly Satisfied ()
Satisfied ()
Neutral ()
Dissatisfied ()
12. Did they complete the vehicle receiving process with proper documentation?
60
Yes ()
No ()
13. Did they take a test drive after completion of the service?
Yes ()
No ()
14. Did they explain the problem and work done in the vehicle after the servicing to make you
understand?
Yes ()
No ()
15. How do you rate the washing and cleaning facility of vehicle at the service station?
Highly Satisfied ()
Satisfied ()
Neutral ()
Dissatisfied ()
16. How do you rate the delivery time of the vehicle by the service station?
61
Highly Satisfied ()
Satisfied ()
Neutral ()
Dissatisfied ()
17. Rate the customer care executives for helping you in lodging and attending complaints at the
service centre?
Highly Satisfied ()
Satisfied ()
Neutral ()
Dissatisfied ()
18. How do you rate Libra Hyundai dealership facility?
Highly Satisfied ()
Satisfied ()
Neutral ()
Dissatisfied ()
62
19 . Do you have any suggestions for Libra Hyundai Dhanbad Dealership?
....................................................................................................................................
....................................................................................................................................
...........................................................................
!!!!.... Thanking you for providing your valuable Response…..!!!!
PROJECT BY:
RAJA SENGUPTA
63
·- -
Department of MBA Acharya Institute of Technology

Soldcvanahalli, Hcssarnghatta Main Road, Bangalore-107 2016-18
ACHARYA
INSTlTUTE5
INTERNSHJP WEEKLY REPORT (1IA16MBA20)
Name of the Student: Raja Sen Gupta
Internal Guide:prof. Keerthi H.K.
Specialization: Marketing and H.R
Title of the Project:"A STUDY ON CUSTOMER SATISFACTION IN HYUNDAI SERVICE CENTRE AT
LIBRA HYUNDAI CARS DEALERSHIP''
Company Name:Libra Hyundai Dhanbad
Week Work Undertaken Extcma!Guide
16-01-2018 Introduction about "Libra Hyundai" and its

To operation.
22-01-2018
23-01-2018 Leaming about the different kind of services
To offered by Libra Hyundai.
29-01-2018
30-01-2018 Gathering the required infc:mation about U1e
To project and Orientation of the Company
5-02-2018 Growth.
6-02-2018 Orientatio n with Functional of the Project
To required details study.
12-02-2018
13-02-2018 Identification of Research problem.
To
I 9-02-2018
20-02-2018 Preparation of the Research instrument for data
To collection.
26-02-2018
27-02-2018 Theoretical background of the study.
To
5-03-2018
,
6-03-20 18 Data collection and Data analysis.

To
12-03-201 8
13-03-20 1 Interpretation o f the data gathered during the
To survey.
19-03-2018
20-03-20 18 Final repon preparation submission.
To
26-03 -201 8
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COMPANY SEAL COllEGE SEAL

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~

TO WHOM SO EVER IT MAY CONCERN

He has exhibited a high level of enthusiasm and commitment in his work.

We wish him all the best for his future Endeavours.

This is to certify that Mr. Raja Sengupta bearing USN 1IA16MBA31

}.'signature of Internal Guide Signature of HOD

I also extended my heartily thanks to my parents and also my friends .

Place: Bangalore Raja Sengupta

This study with a title of “A STUDY ON CUSTOMER SATISFACTION IN HYUNDAI

Measuring customer satisfaction on a continuous basis should be done because if it is done

 The government is planning to promote eco friendly cars in the country.

DIFFERENT NAMES OF THE AUTOMOBILE:

1.3 COMPANY PROFILE

To customer future value through continuous quality improvement.

To secure competitiveness in technology and quality of production and management.

To maximize business efficiency through knowledge management and activation of systematic

Major competitor on the basis of geography(area)

1. Mahindra first choice wheels limited.

18% 22% mahindra first choice

21% laxmi service station

 ATTRACTIVE DOMESTIC MARKET AND PROXIMITY TO OTHER

 POLITICAL AND BUSINESS ENVIRONMENT: As we all know Indian market is

 LOW PRODUCTION COST AND EFFICIENT SUPPLY CHAIN: The production

 Technological capabilities in particular class of vehicles: By introducing various

PARTICULARS 2016 2015 2014 2013

CONCEPTUAL BACKGROUND AND LITERATURE REVIEW

2.1 THEORATICAL BACKGROUND OF STUDY

2.1(a) NEED OF CUSTOMER SATISFACTION:

 Customers are the most important assets of any organization.

2.2 LITERATURE REVIEW

According to Richard Oliver(1995) “Customer satisfaction is nothing but customer’s response

Dineshkumar, P.Vikkraman (2012) studied that satisfaction of customers are largely

Dr.T.N.R.Kavitha, Mr.R.Mohana Sundaram (2010) studied that customer satisfaction toward

Miguel I. Gomez, Edward W. McLaughlin, Dick R. Wittink (2004) analysed to evaluate a

3.1 STATEMENT OF THE PROBLEM

3.2 NEED FOR THE STUDY

 To determine the factors contributing to customer satisfaction.

3.4 SCOPE OF THE STUDY

 This study covers the customers of Libra Hyundai.

3.5(a) RESEARCH DESIGN:

Descriptive research design is used to carry out the study.

3.5(b) SAMPLING UNIT:

Customers of libra Hyundai Dhanbad Jharkhand.

3.5(c) SAMPLE SIZE:

100 Customers who came for service in libra Hyundai Dhanbad.

3.5(d) SAMPLING TECHNIQUE:

Simple random sampling technique method was used to do the research.

3.5 (e)DATA COLLECTION:

The sources of information from where it is collected are as follows:

1. Primary data (first)

 Study is limited to Libra Hyundai dealership.

Table showing Respondents age group

Serial number Response Respondents

1 Less than 18yrs 5

Chart showing respondents age group

 I found that 60 customers belong to the age class of 35 to 50 yrs.

Table showing Income level of the respondents

Serial Number RESPONSE RESPONDENTS

1 Less than 2.5 11