A Study of Customer Satisfaction on After Sales and Services

mba projects in marketingCustomer satisfaction is related to the human activity directed at satisfying human wants through the exchange of goods and Satisfying the customers occupies a most important position in business management. Customer satisfaction plays a crucial and critical role as it deals with customers and their needs. The major task of organization is to satisfy customers by meeting their needs and wants.
The essence of organization is the customer and not the product shall be the heart of the entire business system. It emphasizes on customer oriented business. Policies and programs, which are formulated to serve efficiently the customer demand.

“Satisfaction of a customer is so basic that it cannot be considered as a separate function. It is the way whole business seen from the point of view of its final results i.e., from the customer’s point of view”.

A consumer is the king and has the right to choose from a large variety of offering. He is the main person around which all business evolves. Today market is a more customer oriented in the sense all the business operations revolve around satisfying the customer by meeting their needs through effective

Thus, business is often dynamic, challenging and rewarding. It can also be frustrating and even disappointing but never dull. The topic “A Study of Customer Satisfaction on After Sales and Services” is chosen to study the service provided by Arpita Bajaj who are the dealers of Bajaj Motors in the city of Hassan. This project deals with how Arpita Bajaj defines its consumer and uses its resources in the best way to attract and satisfy their needs and wants competitively and profitably. Here satisfying customers limited only till the service is provided after the sales, but they include all functions necessary to satisfy the customer such as financing, after sales services, etc.

The Arpita Bajaj is one of the leading Bajaj two wheeler outlet in Hassan district. It was established in the year 2000, & its delivering to the customers in and around Hassan & its neighboring districts. For the past 10 years it’s been into the active in promoting two wheeler products but in the recent past since 2008 the sales of two wheeler was dismal due the dissatisfaction among large group of customers due to deteriorating in the quality of after sales services.

Hence the management has felt the need to conduct through analysis about the existing effectiveness of after sales service & its impact on the organization overall sales performance. Hence the management had realized the need to conduct the result oriented analysis through the management trainees. I was glad to accept this assignment from the organization perspective & as a part of MBA curriculum. “A study of customer satisfaction on after sales and service” is the important statement of the problem in this project.

Customer is one for whom you satisfy a want or need in return for some of payment. The payment may be money, may be time, or may be goodwill but there is some form of payment. Satisfaction is the level of person felt state by comparing products perceived in relation to the person’s expectations.

Satisfaction level is function of the difference between perceived performance and expectations. If the performance falls short of expectations, the customer is not satisfied. If the performance matches the expectations the customer’s are highly satisfied. If the performance is beyond his expectations the customer is thrilled.

Customer satisfaction is customer’s positive or negative feeling about the value that was perceived as a result of using particular organization’s offering in specific used reaction to a series of use situation experience. According to peter F. Ducker, the purpose of business is to create and then retain a satisfied customer. A society supports business because they serve its member’s by catering to their needs and leave them satisfied. If the business dissatisfied its customer’s and not only these customers stop availing service , but society at large will condemn the firm and may even penalize it to the point of its extinction.

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