customer satisfaction of hero honda
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SATISFACTION TOWARDS HERO
HONDA AT A.M.REDDY AUTO
AGENCIES, NELLORE
Under the esteemed guidance of submitted by
Prof.M.SRINIVASA REDDY D.MAHESH
(Reg.no.1981163065 )
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Introduction
Satisfaction is a persons feelings of
pleasure or disappointment resulting from
comparing a products perceived performance in
relation to his or her expectation.If the performance falls short of expectation
the customers dissatisfied. If the performance
matches the expectations, the customer is satisfied. If
the performance exceeds the expectations thecustomer is delighted.
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Industry profile
The Indian automobile industry consists offive segments: commercial vehicles, multi-utility vehicles
& passenger cars; two-wheelers; three-wheelers andtractors. The industry (excluding tractors) marked agrowth of19% over the corresponding pervious. The two-wheeler sales have witnessed a spectacular growth trendsince the mid nineties.
Competitors : The Indian two-wheeler industry is highlyconcentrated, with three players-Hero Honda Motors Ltd.,(HHML), Bajaj Auto Ltd., (Bajaj Auto) and TVS MotorCompany Ltd., (TVS).
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COMPANY PROFILE
What started out a Joint Venture betweenHero Group, the worlds largest bicycle manufacturers and the
Honda Motor Company of Japan, has today become the
Worlds single largest two wheeler Company. Coming into
existence on January 19, 1984, Hero Honda Motors Limitedgave India nothing less than a revolution on two-wheels, made
even more famous by the Fill it-Shut it-Forget it campaign.
Driven by the trust of over 5 million customers, the Hero Honda
product range today commands a market share of 48% making
it a veritable giant in the industry.
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NEED FOR THE STUDY
In order to sustain its position on the marketagainst the expected stuff competitors, the
company has to know its customer perception
and satisfaction levels. In order to take
appropriate action.
The study has put forward the consumers as well
as acceptability behaviour for the product.
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OBJECTIVES OF THE STUDY
To measure the customer satisfaction levels.
To study the factors influencing the purchase of
the Hero Honda.
To give appropriate suggestions.
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RESEARCH METHODOLOGY
Research design : Descriptive research
Research approach : Direct approach
Research instrument : Questionnaire
Sample size : 100
Sample technique : Convenience Sampling
Statistical tool : CHI-square test,Percentage analysis
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CONTD..
Sources of Data
Primary Data
The primary data is collected through questionnaires
from the customers.Secondary Data:
The secondary data is collected from the books,
journals and internet.
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Feature made you to buy Hero Honda
bike
MILEAGE48%
PRICE13%
BRAND NAME27%
STYLE12% 0%
FACTORS TO OPT IN THE VEHICLE
MILEAGE PRICE BRAND NAME STYLE
S.No Options No of Respondents Percentage
1 Mileage 48 48 %
2 Price 13 13%
3 Brand Name 27 27%
4 Style 12 12%
Total 100 100
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you have been using Hero Honda
bike
< 1year17%
1to 3 years52%
Above 3 years31%
Period of using bike
< 1year 1to 3 years Above 3 years
S.No Options Respondents Percentage
1 < 1 year 17 17%
2 1 to 3years 52 52%
3 Above 3 years 31 32%
Total 100 100
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Satisfied with the mileage and performance
of your bike
Completelysatisfied
69%
satisfied
29%
Not satisfied2%
Satisfaction of the attributes provided by Hero Honda
Completely satisfied satisfied Not satisfied
S.No Options Respondents Percentages
1 Completely satisfied 69 69%
2 Satisfied 29 29%
3 Not satisfied 2 2%
Total 100 100
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Are you Comfortable while driving Hero
Honda
Good95%
Average5%
Poor0%
comfortable experience driving Hero Honda
Good Average Poor
S.No Options Respondents percentages
1 Good 95 95%
2 Average 5 5%
3 Poor 0 0%
Total 100 100
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bike
Yes17%
No83%
Problems with Hero Honda
Yes No
S.No Options Respondents Percentages
1 Yes 17 17%
2 No 83 83%
Total 100 100
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why did you choose this specific
dealer
Convenientlocation
23%
Speedy service72%
Open onconvenient hours
5%
Choosing Dealer
Convenient location Speedy service Open on convenient hours
S.No Options Respondents Percentages
1 Convenient location 23 23%
2 Speedy service 72 72%
3 Open on convenient hours 5 5%
Total 100 100
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satisfied with the courtesy and friendliness
of service personal
Completelysatisfied
36%
Satisfied54%
Not satisfied10%
Courtesy and friendlyness of service personal
Completely satisfied Satisfied Not satisfied
S.No Options Respondents Percentages
1 Completely satisfied 36 36%
2 Satisfied 54 54%
3 Not satisfied 10 10%
Total 100 100
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satisfied with infrastructure and customer
lounge facilities
Completelysatisfied44%
Satisfied54%
Not satisfied2%
Infrastructure and customer lounge
Completely satisfied Satisfied Not satisfied
S.No Options Respondents Percentages
1 Completely satisfied 44 44%
2 Satisfied 54 54%
3 Not satisfied 2 2%
Total 100 100
Get the information from service advisor
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Get the information from service advisoron the services to be performed
Completely37%
Adequately54%
Partially9%
Information from service appraisal
Completely Adequately Partially
S.No Options Respondents Percentage
1 Completely 37 37%
2 Adequately 54 54%
3 Partially 9 9%
Total 100 100
f d d h h i f
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performed and charges at the time of
delivery
Yes all the time
29%
MostlySometime
56%
Sometime15%
Explanation from the service person
Yes all the time Mostly Sometime
S.No Options Respondents percentages
1 Yes all the time 29 29%
2 Mostly 56 56%
3 Sometime 15 15%
Total 100 100
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Getting vehicle on promised delivery
date
Yes all the time26%
Mostly57%
Sometime17%
Vehicle delivery
Yes all the time Mostly Sometime
S.No Options Respondents Percentages
1 Yes all the time 26 26 %
2 Mostly 57 57%
3 Sometime 17 17%
Total 100 100
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Satisfied with the after sales services of
Hero Honda
Completelysatisfied
33%
Satisfied65%
Not satisfied2%
After sales service
Completely satisfied Satisfied Not satisfied
S.No. Options Respondents Percentages
1 Completely satisfied 33 33%
2 Satisfied 65 65%
3 Not satisfied 2 2%
Total 100 100
S ti fi d ith t
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Satisfied with spare parts
availability
Completelysatisfied
49%
Satisfied49%
Not satisfied
2%
Spare parts availability
Completely satisfied Satisfied Not satisfied
S.No. Options Respondents Percentages
1 Completely satisfied 49 49%
2 Satisfied 49 49%
3 Not satisfied 2 2%
Total 100 100
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overall service experience at the dealership
Completelysatisfied
27%
Satisfied63%
Not satisfied
10%
Overall service experience at the dealership
Completely satisfied Satisfied Not satisfied
S.No Options Respondents Percentages
1 Completely satisfied 27 27%
2 Satisfied 63 63%
3 Not satisfied 10 10%
Total 100 100
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suggest Hero Honda to others
Yes100%
No0%
Suggestion of Hero Honda to others
Yes No
S.No Options Respondents Percentages
1 Yes 100 100%
2 No 0 0%
Total 100 100
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CHI-SQUARE TEST:
Null Hypothesis(H0):
There is no significant
difference between expected customer
satisfaction and observed customersatisfaction .
Alternative hypothesis:
There is a Differencebetween expected customer satisfaction
and observed customer satisfaction .
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Factors O E (O-E)^2 (O-E)^2/E
Mileage and
performance 69 63.5 30.25 0.48
Service
appointment
System
73 63.5 90.25 1.42
Customer
Lounge Facility
54 63.5 90.25 1.42
Delivery Date 57 63.5 42.25 0.67
After sales
Service
65 63.5 1.50 0.25
Overall Service
Experience
63 63.5 0.25 0.00
Total 381 6.24
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Continued..
Degrees of Freedom=(6-1)=5 @ 5% level ofsignificance
The computed value of Chi-Square(6.24) is much
less than the table value(11.07)
So, the null hypothesis is accepted.
We conclude that the customersare satisfied with Hero HondaProducts.
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Findings: Maximum number of the respondents (65 percent) satisfied with
the services provided by Hero Honda.
95 percent of the customers are satisfied with the comfort of theBike.
69 percent of the customers are completely satisfied with themileage and performance of the bike.
The major problem is the customers are not getting the vehicle onthe promised delivery date.
The respondents are not well aware of the post purchase servicesprovided to them.
From CHI-Square Test I found that the customers are satisfiedwith the Hero Honda Products.
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SUGGESTIONS
The customers are not given clear
explanation about the services to be
provided by the dealers. They have to
educate the customers of the servicesprovided.
The customers are not getting the bike
on the promised delivery date socustomers are losing interest. So delay
deliveries should be reduced.
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Limitations:
The sample size of 100 customers is not
sufficient to interpret the entire customer
satisfaction.
The period of study i.e., two months isnot sufficient.
The sample size is located in a
comfortable geographic location (Plains)so, the performance differs from one
geographic location to another.
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Questionnaire:
1. Which 0f the following made you to buy Hero Honda bike?a) Mileage b) Price c) Brand Name d)Style
2)Since how long you have been using Hero Honda Bike?
a)
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Contd:
6)Would you like to change your Bike?a) Yes b) No
If yes reason
7)Is the Appointment system useful to you?
a) Completely Useful b) Useful c) Not Useful
8)why did you choose this specific dealer?
a) Convenient Location b)Speedy service c) Open on Convenient
Hours
9)Are you satisfied with the courtesy and friendliness of service personnel?
a) Completely Satisfied b) Satisfied c) Not satisfied
10)Are you satisfied with infrastructure and customer Lounge facilities?
a) Completely Satisfied b) Satisfied c) Not satisfied
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Contd:
11)Are you shuffled from one sales person to another at the time ofpurchase?
a) Yes b) No
12)Are all your requests listed and registered in the job card completely?
a)Completely b) Adequately c) Partially
13) Do you get the information from service advisor on the services to beperformed?
a) Completely b) Adequately c) Partially
14) Are you getting clear explanation of the service performed and chargesat the time of delivery?
a)Yes all the time b) Mostly c) some time
15) Are you getting vehicle on promised delivery date?
b)Yes all the time b) Mostly c) some time
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Contd:
16) Are you satisfied with the after sales services of Hero Honda?a) Completely Satisfied b) Satisfied c)Not satisfied
17) Are you satisfied with the spare parts availability?
a) Completely Satisfied b)Satisfied c)Not satisfied
18) What is your overall service experience at the dealership?
a)Completely Satisfied b) Satisfied c) Not satisfied19) Do you suggest Hero Honda Bikes to others?
a) Yes b) No
Any Valuable Suggestions:..
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Thanks
for
your attention
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