1.

1 CUSTOMER RELATIONSHIP MANAGEMENT

Customer relationship management (CRM) is an approach of managing company’s
interaction with current and future customers. It often involves using technology to organize,
automate, and synchronize sales, marketing, customer service , and technical support.

“CRM is concerned with the creation, development and enhancement of individualised

customer relationships with carefully targeted customers and customer groups resulting in
maximizing their total customer life-time value”.
CRM is “the development and maintenance of mutually beneficial long-term relationships
with strategically significant customers”.
CHARACTERISTICS:

CRM is a customer-oriented feature with service response based on customer input, one-to-
one solutions to customers' requirements, direct online communications with customer and
customer service centres that are intended to help customers solve their issues. It includes the
following functions:

 Sales force automation, which implements sales promotion analysis, automates the tracking
of a client's account history for repeated sales or future sales, and coordinates sales,
marketing, call centres, and retail outlets.
 Data warehouse technology, used to aggregate transaction information, to merge the
information with CRM products, and to provide key performance indicators.
 CRM systems that track and measure marketing campaigns over multiple networks,
tracking customer analysis by customer clicks and sales

ORIGIN OF CRM

Customer relationship management was originated in early 1970s. CRM came as a process
that dealt with relationships with customers surpassing the whole business.

As said by Father of management “The true business of every company is to make and keep
customers”

The changing business environment is characterized by economic liberalization, increasing

competition, high consumer choice, demanding customer, more emphasis on quality and
value of purchase etc. All these changes have made today’s producer shift from traditional
marketing to modern marketing. Modern marketing calls for more than developing a product,
pricing it, promoting it and making it accessible to target customer. It demands building trust,
a binding force and value added relationship with the customers. The process of developing a
cooperative and collaborative relationship between the buyer and seller is called customer
relationship management shortly called CRM.

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 1.2 INTRODUCTION TO AUTOMOBILE INDUSTRY
Automobile, self-propelled vehicle used primarily on public roads but adaptable to other
surfaces. Automobiles changed the world during the 20th century, particularly in the United
States and other industrialized nations. From the growth of suburbs to the development of
elaborate road and highway systems, the so-called horseless carriage has forever altered the
modern landscape. The manufacture, sale, and servicing of automobiles have become key
elements of industrial economies. But along with greater mobility and job creation, the
automobile has brought noise and air pollution and automobile accidents rank among the
leading causes of death and injury throughout the world. But for better or worse, the 1900s
can be called the Age of the Automobile and cars will no doubt continue to shape our culture
and economy well into the 21st century. Automobiles are classified by size, style, number of
doors, and intended use. The typical automobile, also called a car, auto, motorcar, and
passenger car, has four wheels and can carry up to six people, including a driver. Larger
vehicles designed to carry more passengers are called vans, minivans, omnibuses, or buses.
Those used to carry cargo are called pickups or trucks, depending on their size and design.
Minivans are van-style vehicles built on a passenger car frame that can usually carry up to
eight passengers. Sport-utility vehicles, also known as SUVs, are more rugged than passenger
cars and are designed for driving in mud or snow.

In 2012 manufacturing plant in more than 25 countries produced 73.2 million passenger cars
.The automobile is built around an origin various systems supply the origin with fuel, cool it
daring operation, lubricate its moving parts and remove exhaust gases it creates. The origin
produces mechanical power that is transmitted to the automobile’s wheels through adverting
which includes a transmission. One or more dive shafts, a differential gear and axles.
Suspension system which includes sparing and shock absorbers, customs the ride and help
protect the vehicle from being damaged by bumps heavy loads and other series. Wheel and
tares support vehicles on the road way and when rotated by powered axles; propel the vehicle
forward or backward Steering speed. An electrical system starts and operates the engine
monitor and control many aspects of the vehicle operation and powers such components as
head light and radios. Safety features such as bumpers air bugs and seat bells help protect
occupants in an accident

2
 1.3 HISTORY OF AUTOMOBILE INDUSTRY

The history of the automobile actually began about 4100 years ago when the first wheel was
used to transportation in India. In the early 15th century Portuguese arrived in china and the
interaction of the two cultures leaded to variety of new technologies including the creation of
a wheel. By the 1600’s small steam powered engine models had been developed but it was
another century before a full sized engine powered vehicle was created. IN 1769 French
Army Officer Captain Nicolas joseph Cugsnot built what has been called the first automobile
cugnotsparel wheeler steam powered vehicle carried four people. Designed to move artillery
pieces. It has a top speed of a title more than 3.2km/h and had a stop every 20 minutes to
build up a fresh head of steam. As easily in 1801 successful but very heavy steam automobile
type introduced in England laws barred them from public road and forced their owners to run
them like train or private tracks their owners to run them like train or private tracks in 1802 a
steam powered coach designed by British Engineer. Richard Trethvick journed more than
160km from corn wall to London. Steam powered caught the attention of other vehicle
builders. In 1804, American inventor Oliver Evans built a steam powered car in 1828. British
inventor a valterHandcock build a series of steam carriages in the mid 1830’s thus were used
for the first omnibus service in London. By the mid 1800’s England had an extensive network
of coach line. Horse-drawn stagecoach companies and the new rail road companies pressured
the British parliament to approve heavy it’s on steam-powered road vehicles. The tolls
quickly drove a steam quickly drove a steam coach operators out of business.During the early
20th century steam cars were popular in the United states. Most famous was the Stanley
steamer, built by American Twin brothers Freelan and Francis Stanley.

3
 1.4 HYUNDAI MOTOR COMPANY
The Hyundai Motor Company is a South Korean multinational automaker headquartered
in Seoul, South Korea. The company was founded in 1967 and along with its 32.8% owned
subsidiary, Kia Motors, together comprise the Hyundai Motor Group, which is the world's
fifth largest automaker based on annual vehicle sales in 2012. In 2008, Hyundai Motor
(without Kia) was ranked as the eighth largest automaker. As of 2010, the Company sold
over 3.6 million vehicles worldwide. Hyundai operates the world's largest integrated
automobile manufacturing facility in Ulsan, South Korea, which has an annual production
capacity of 1.6 million units. The company employs about 75,000 people worldwide.
Hyundai vehicles are sold in 193 countries through some 6,000 dealerships and showrooms.

1.5 VISION:

“Our Team provides value for your future”

1.6 MISSION:

To create exceptional automotive value for our customers by harmoniously blending safety,
quality and efficiency. With our diverse team, we will provide responsible stewardship to our
community and environment while achieving stability and security now and for future
generations.

1.7 HYUNDAI’S BRAND SLOGAN:

“NEW THINKING - NEW POSSIBILITIES”

A brand slogan embodies the essence of a brand, from its philosophy to its vision and
identity. Hyundai’s brand slogan -- “NEW THINKING. NEW POSSIBILITIES.” reflects
the will of Hyundai Motor Company to create new possibilities to benefit the world and its
people by encouraging and developing new thinking. All members of Hyundai have the brand
slogan deeply engraved in their hearts as they move forward in their effort to provide new
values and experiences desired by today’s customers through innovative ways that are unique
to the brand, driven by new thinking about customers and cars.

4
1.8 QUALITY POLICY
 Top priority to customer satisfaction
The Company will provide only those products meeting relevant customer
requirements & international standards and accordingly satisfy every customer.
 Continuous improvement
The Company will make continuous quality improvements through unceasing R&D
efforts & new technologies and accordingly minimize the quality cost.
 Quality mind
The company will encourage each employee’s quality and accordingly accomplish the
error-free quality.
 Quality mind creation
The company will create such premium quality value that can lead the global
automatic transmission market.

1.9 NEED FOR THE STUDY

The biggest management challenge in the new millennium of liberalization and globalization
for a business is to serve and maintain good relationship with the king – the customer. In the
past producers took their customers for granted, because at that time the customers were not
demanding nor had alternative source of supply or suppliers. But today there is a radical
transformation.

The purpose of customer relation is not only for retaining the customers but also attracting
new customers and increasing the sales and also creating and maintenance of brand
awareness. It is a system for managing a company’s interactions with current and
future customers using technology to organize, automate and
synchronize sales, marketing, customer service, and technical support. Customer perceptions
attitudes and views regarding the products and services, along with suggestions assume
greater importance in the light of new entries and potential competitors, this study is an
attempt that directs to facilitate the management in marketing their future decisions in
promoting and creating a good image in the society.

5
• reduced costs, because the right things are being done (i.e., effective and efficient
operation)
• increased customer satisfaction, because they are getting exactly what they want (ie.
meeting and exceeding expectations)
• growth in numbers of customers
• highlighting poor operational processes
• long term profitability and sustainability
• A satisfied customer in 10 years will bring 100 more customers to the company.
• It costs 7 time more to attract a new customer than to serve an old one.
• 20% of the company’s loyal customers account for 80% of its revenues. (Pareto’s
principle).

6
1. ArvindSaxena (2010) Director and Board member (marketing and sales), Hyundai Motor
India (HMIL) “No company in automobile sector can fight competition on price. Companies
need to have the right product, distribution, CRM and after sales service network to grow.

2. Peter C. Verhoef (2003) Scholars have questioned the “effectiveness of several customer
relationship management strategies”. The author investigates the differential effects of
customer relationship perceptions and relationship marketing instruments on customer
retention and customer share development over time. Customer relationship perceptions are
considered evaluations of relationship strength and a supplier’s offerings, and customer share
development is the change in customer share between two periods. The results show that
affective commitment and loyalty programs that provide economic incentives positively
affect both customer retention and customer share development, whereas direct mailings
influence customer share development.

3. Kumar, V. (2010), “Customer relationship management (CRM)” refers to building one-

to-one relationships with customers that can drive value for the firm. This manuscript
discusses proven CRM strategies that companies can use as means of effective customer
management (CM). The continuing evolution of CM is made possible by understanding the
interactive relationships that develop between firms and customers and among customers
themselves. Firms will increasingly be able to customize marketing messages to larger target
audiences on the basis of the customer's expected response and the customer's value to the
firm.
4. Michael Cusumano, Steve Kahl and Fernaando Suarez (2008) in their research paper
“A theory of services in product industries”, has concluded that in many product oriented
industries, services have become increasingly important. In case of automobiles, many
automakers generate the vast majority of their profits from a service activity closely tied to
their product activity. The automobile industry overall generates a large portion of its profits
from other product-related service activities such as insurance and repairs. The authors
argued that despite the seeming importance of services, there is not much theory to help
researchers or practitioners explain the 3 conditions under which services matter in product
industries.

7
5.Steve Kahl and Fernaando Suarez (2008) in their research paper “Product, Process,
and Service: A New Industry Lifecycle Model”, has concluded that Existing models of
industry lifecycle evolution tend to focus on changes in the products and processes and
largely overlook the dynamics of services, but increasingly, the revenues of many firms are
becoming dominated by sales of services rather than products, or products sold with services
to gain competitive differentiation in markets marked by increasing product commoditization.

6.Abhijeet Singh (2011) Tata Motors uses a customer relationship management and dealer
management system (CRM-DMS) which integrates one of the largest applications in the
automobile industry, linking more than 1200 dealers across India.CRM DOS has helped Tata
Motors to improve its inventory management, tax calculation and pricing. This system has
also proved to be beneficial to dealers because it has reduced their working capital cost

7.E.W.T. Ngai, (2005) To review the “academic literature on customer relationship

management (CRM)”, provide a comprehensive bibliography and propose a method of
classifying that literature A range of online databases were searched to provide a
comprehensive listing of journal articles on CRM. Six hundred articles were identified and
reviewed for their direct relevance to CRM. Two hundred and five articles were subsequently
selected. Each of these articles was further reviewed and classified. The review and
classification process was independently verified. All papers were allocated to the main and
sub‐categories based on the major focus of each paper.

8.Gordon Fullerton (2006), “Putting relationship in CRM”, that JEEP, a division of Daimler
Chrysler Automobile Company, has served a classic example of CRM program that provides
a considerable value to both the customers and the firm by developing a program exclusively
for jeep owners and fostered a community that is highly effectively committed to the product,
the brand and the customers.

9.Kevin Keller (2012) Caterpillar has become a leading firm by maximizing the total
customer value with the help of effective CRM, best after sales service in the industry and
better trained dealer. This allows the firm to command a premium price of 10% to 20%
higher than competitors such as Volvo, Komatsu etc.

8
10.Cabãu Liviu-Gabriel (2012) this article is considered to be a “landmark in both
academic and business area, regarding the Customer Relationship Management (CRM)”.
Based on previous research found in the literature, the paper aims to clarify the concept of
CRM. Critical research results are reflected in the formulated responses on the following
aspects of CRM: CRM context, CRM definition, CRM importance and objectives, CRM
failure and CRM research. Finally, the article presents the main findings and some
conclusions related to the current research.

11.Thomas Dotzel, Venkatesh Shankar and Leonard L Berry. (2013) this research
“evaluates the effect of customer relationship management (CRM)” on customer
knowledge and customer satisfaction. An analysis of archival data for a cross-section of U.S.
firms shows that the use of CRM applications is positively associated with improved
customer knowledge and improved customer satisfaction. This article also shows that gains in
customer knowledge are enhanced when firms share their customer-related information with
their supply chain partners.

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OBJECTIVES OF THE STUDY

The main objectives are to determine the current relationship management level of the
customers with all aspects in regard to “HYUNDAI Ltd.”.

Objectives in Detail:

1. To know the grievances among the customers about products &services, if any.
2. To identify different customers’ needs in regard to a Hyundai motor car’s services.
3. To identify what type of promotional strategy is suitable for the company to reach the
targeted customers.

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SCOPE OF THE STUDY

The scope of the study is to identify the customer relationship management levels towards
"Hyundai Limited". The study was conducted for a period of 8 weeks covering various
places in Jalandhar. Primary data was collected from customers. Secondary data was
collected from company manuals, magazines and websites and so on. The study gathers
information about the customer's relation maintaining in various full range of Hyundai
vehicles from EON (passenger car) to Santa Fe (SUV) level in regard to Quality of service,
safety Tips, fuel saving tips, driving tips etc. Customer care service and other values added
services provided by the company. It is aimed at enlightening the company about different
steps to be taken up to increase the share of Hyundai motor company limited with regard
other competitors and also to make the company to provide better customer services.

11
RESEARCH METHODOLOGY

Project methodology is a way to systematically solve the research problem. It deals with the
objective of a research study, the method of defining the research problem, the type of data
collected, method used for data collecting and analyzing the data etc. The methodology
includes collection of primary and secondary data.

DATA COLLECTION:
1) Primary data: The primary data will be collection through structured questions and
also by directly interacting with the respondents. The questionnaire will be circulated
to the customer personally.
2) Secondary data: The source of secondary data includes:
 Books
 Magazine
 Company’s report and website.
 Internet
So, to give a proper and formal approach to our research study I used the sampling technique.

SAMPLING TECHNIQUE
The sampling technique that adapted to conduct the survey was ‘Random Sampling’ and the
area of the research was concentrated in the city of Jalandhar. The survey was conducted by
interacting with Hyundai owners at Hyundai service center.
Sample units:

The sampling units for the study include the owner of the Hyundai cars.

Sample size:
The sample or the size included for conducting the study is50 customers of Hyundai.

12
Table 1: Table showing the number of people who possessed a car.

Possessing a car In numbers In percentage

Yes 50 77
No 15 23
Total 65 100

Analysis: Out of the 65 respondents 50 of them possessed a car and the rest of 15 didn’t
possess a car.

Chart 1:Table showing the number of people who possessed a car.

People Having Car

23%

yes

77% no

Interpretation: Majority of the respondent i.e. 77% of them were the owner of the car.

13
Table 2: Table showing the Source of Awareness.

Awareness In numbers In percentage

Newspaper/magazines 32 60
Social Media 03 8
Friends 11 18
Websites 02 10
Other 01 4
Total 50 100

Analysis: From the above table, 60% said that they became awareness through the
‘Newspaper/magazine’ advertisement , 18% said that they came to know about the Laxmi
Hyundai through friends and relatives ,8% said through ‘social media’ , 10% said it is
‘website’ and only ‘4%’ specified as others.

Chart 2: Chart showing the Source of Awareness

Source Of Awareness
10% 4%

Newspaper /Magazines
18% Social Media
60% Friends
8%
Websites
Other

Interpretation: Majority of the respondent i.e. 60% found that the newspaper and magazine
advertisement has played a major role in creating awareness among the people.

14
Table 3:Table showing how respondent find the Ambience of the showroom.

Ambience In numbers In percentage

Excellent 25 50
Good 15 30
Satisfactory 08 16
Poor 02 04
Very poor 0 0
Total 50 100

Analysis:50 % of respondent opting that the ambience of the showroom is “excellent”, 30%
of them found it “good”.16 % of them stated it to be “satisfactory” and very less 4% stated it
is “verypoor”.

Chart 3: Chart showing how respondent find the Ambience of this showroom.

Ambience Of The Showroom

4% 0%
16%
50% Excellent
Good
30% Satifactory
Poor
Very poor

Interpretation: Majority of the respondents stated that the ambience of the showroom is
"excellent" as stated by 50% of the customers which is a good indicator for the showroom.

15
Table 4: Table showing the staff responsiveness towards the customer at showroom.

Staff response In numbers In percentage

Very Cooperative 09 18
Cooperative 11 22
Responsive 28 56
Non-cooperative 02 4
Highly non-Cooperative 00 00
Total 50 100

Analysis: The above table shows that, most of the customer i.e.18 % of them found the show
room staff to be “very cooperative” ,22% stated as“co-operative”, a major percentage i.e.
56% of them felt the staff is ‘responsive’ than cooperative (respond only when asked, without
having any personal initiation),4% of them rated the staff to be “non-cooperative” and none
of them rated as “highly non-cooperative”.

Chart 4: Chart showing the staff responsiveness towards the customer at showroom.

Staff Response
4% 0%
18% Very co-operative
Co-operative
22% Responsive
56%
Non-Cooperative
Highly non-Cooperative

Interpretation: Majority of staff response is found to be "Responsive" rather than co-

operative. It seems Staff doesn't respond until asked for which may lead to negative impact
on the perception of the customers about this showroom.

16
Table 5: Table showing the Time taken by receptionist in attending a customer call.

Time Taken In numbers In percentage

Very quick 4 8
Quick 08 17
Reasonable 31 63
Delayed 04 08
Very much Delayed 02 04
Total 50 100

Analysis: According to above table it shows that the 8% of the respondent stated it as “ very
quick”,17% of respondent stated it as “quick”, time taken is “reasonable” as stated by 63%
of the respondent 8% of them found it to be “delayed”, 4% said it is “ very much delayed “.

Chart 5: Table showing the Time taken by receptionist in attending a customer call

Time Taken In Attending a Call

8% 4% 8%
17% Very Quick
Quick
Resonable

63% Delayed
Very much Delayed

Interpretation: Time taken to provide the services required by the customers is considered
as "reasonable" by the most of the respondent (i.e. 63%).

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Table 6: Table showing the Sales executive role in explanation the features of car to
customer.

Explanation IN NUMBERS IN PERCENTAGE

Convincing 12 24
Satisfactory 18 36
Unless asked 20 40
Total 50 100

Analysis: Out of the 50 respondent , 24% of them felt the explanation to be

“convincing”,36% felt it as “ satisfactory “ and major percentage 40% felt it to be “ non-
convincing” .

Chart 6: Chart showing the Sales executive role in explaining the features of car to customer

Sales Executive Performance

24%
40%
Convincing
Satisfactory
36% Unless asked

Interpretation: Majority of the respondent i.e. 40% found the sales executive don’t explain
the entire feature unless asked by the customer.

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Table 7: Table showing the respondent opinion about the process involved in providing
financial facilities.

Processing procedure IN NUMBERS IN PERCENTAGE

Very simple 00 00
Simple 01 2
Moderate 6 12
Complex 9 18
Very Complex 34 68
Total 50 100

Analysis: According to the above table 68% of the respondent stated that “ process “
involved for financial facilities are “ very complex”,18% stated it to be “complex “,12% to be
“moderate” and Only 2% of them stated it to be “simple”.

Chart 7: Chart showing the respondent opinion about the process involved in providing
financial facilities.

Process Involved in Providing Financial

Facilities
0% 2%

12%
very simple
18%
Simple
Moderate
68%
Complex
Very Complex

Interpretation: Majority of the respondent i.e. 68% considered the process to be very
complex. . They didn’t find it to be very convenient and simple.

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Table 8: Table showing availability of Color variants for customer in the showroom.

Availability of colors In numbers In percentage

Wide 06 12
Limited 33 66
Very few 11 22
Total 50 100

Analysis: From the above table it can be understood that ‘limited range’ of colors is available
in this showroom as stated by 66% of the respondent, 12% stated that this showroom contains
‘wide colors” and 22% stated “very few range of color”.

Chart 8: Chart showing availability of Color variants for customer in the showroom.

Availability Of Colors

22% 12%

Wide
Limited

66% Very few

Interpretation: Majority of the respondent i.e.66% stated that the availability of varied
colors in this showroom seems to be limited .It shows that customer is given a limited choice
in matter of color of the car.

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Table 9: Table showing respondent likelinessin suggesting to other friends & relatives.

Suggesting to friends In numbers In percentage

Yes 38 76
No 12 24
Total 50 100

Analysis: According to above table it shows that, 76% of the customers are very likely to
suggest this showroom to their friends / relatives. The 24% of the customers are reluctant to
suggest these showrooms to friends/relatives.

Chart 9: Chartshowing respondent likeliness in suggesting to other friends & relatives.

Customer Suggesting To Other

24%

yes
76% No

Interpretation: Majority of the respondents i.e. 76% are ready to suggest the car to other. It
is an indication of high satisfaction level andcustomers are happy with the service provided
by the showroom.

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Table 10: Table showing the reason for suggesting the showroom to others.

Reasons In numbers In percentage

Quick Service 12 24
Timely Response 9 18
Friendly Atmosphere 7 14
Trust Worthiness 19 38
Infrastructure 03 6
Total 50 100

Analysis: 38% of the respondents stated the reasons of “trust worthiness”,24% of the
respondents stated “ quick service” , 18% respondent stated “Timely response”, 14% state
friendly atmosphere and only 6% for infrastructure,

Chart 10: Chart showing the reason for suggesting the showroom to others.

Reason to Suggest Other

6%

24% quick service

38% timely response

18% friendly atmosphere
14% trust wortiness
infrastructure

Interpretation: Majority of the respondent i.e. 38% considered the trust worthiness to be the
reason for suggesting the showroom to other.

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Table 11: Table showing the customer opinion about the equipment’s efficiency in the
showroom for the purpose of maintenance of the cars.

Ability of showroom In numbers In percentage

Excellent 19 38
Good 06 12
Satisfactory 14 28
Poor 07 14
Very poor 04 8
Total 50 100

Analysis: 38% of the respondent rated it as excellent as compared to other showroom another
majority of respondents i.e. 28% of them stated it as “satisfactory”. 14% of the respondent
said it is “poor”. 12 % stated as “good” and only 8% stated “very poor”.

Chart 11: Chart showing the customer opinion about the equipment presence in the
showroom for the purpose of maintenance of the cars.

Equipments efficiency

8%
14% 38% Excellent
Good
Satisfatory
28%
Poor
12%
Very Poor

Interpretation: Out of 50 customers, Majority of customer stated thatthe showroom has

excellent equipment in maintaining the cars.

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Table 12: Table showing any inconvenience felt by customer after leaving their car for
service.

Inconvenience felt In numbers In percentage

Never 33 66
Sometimes 18 34
Always 0 0
Total 50 100

Analysis: 66% of the respondent have “never” felt any inconvenience, whereas 34% have felt
“sometime” and none of them have felt “always”.

Chart 12: Chart showing any inconvenience felt by customer after leaving their car for
service.

Inconvenience Felt by Customer

0%

34%

Never
Sometimes
66%
Always

Interpretation: As majority of 66% of respondent had positive attitude towards the customer
service of Laxmi Hyundai.

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Table 13: Table showing whether the customer had raised any complaints against the
problem faced by him/her to the management.

Complaint Raised In numbers In percentage

Yes 16 30
No 34 70
Total 50 100

Analysis: As 30% respondent say that they have raised some issue where as 70% of the
respondent says that they haven’t raised any issue till date.

Chart 13: Chart showing whether the customer had raised any complaint against the problem
faced by him/her to the management.

Complaint Raised

30%

Yes
70% No

Interpretation: As majority of respondent i.e. 70% had replied that they never had to
approach the management for any problems.

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Table 14: Table showing reasons for complaining.

Issue Raised In numbers In percentage

Wrong communication by salesman
Actual bill exceeding the estimated bill
Fall in performance of the car after service
Delay in handling over the vehicles
Infrastructure
Total
6 37
4 25
2 13
3 19
1 6
16 100

Analysis : As 37% respondent replied that the issue/problem faced by them was the wrong
communication by the salesman, whereas 25% of respondent replied that their actual bill
exceeded the estimated bill,13% replied fall in performance of the car after service,19%
stated delay in handling over the vehicles and 6% had issue on infrastructure.

Chart 14: Chart showing reasons for complaining.

Issue of Complaint Raised By Respondent

6%
19% Wrong communication by
37%
salesman
Actual bill exceeding the
13%
estimated bill
Fall in performance of the car
25%
after service
Delay in handling over the
vehicles

Interpretation: As majority 37% respondent had problem on wrong communication by sales

man.

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Table 15: Table showing whether the problem was cleared by the management or not.

Complaint solved In numbers In percentage

Yes 13 81
No 3 19
Total 16 100

Analysis:Maximum percentage of respondent i.e. 81% replied that there problem were
solved by the management ,whereasthe rest 19% stated that their problem were not taken
care by the management.

Chart 15: Chart showing whether the problem was cleared by the management or not.

Problem Solved by Management

19%

yes
NA
81%

Interpretation: As majority of respondent (81%) were satisfied with the management, as

their problem were taken good care by the Laxmi Hyundai management.

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Table 16: Table showing duration to solve the issue by the management.

Duration to solve the issue In numbers In percentage

Within few hours 6 46
Within 1 day 3 23
With 1 week 2 15
More than 1 week 1 8
More than 2 week 1 8
Total 13 100

Analysis :As 46% respondent replied that their issue were solved with in few hours by the
management but rest 23% replied within 1 day,15% replied with in 1 week,8% replied more
than 1 week and 8 % more than 2 week for their problem to be solved by the management.

Charts 16: : Table showing duration to solve the issue by the management.

Timetaken to Solve the Issue

8%
8%
within 1 hour
46%
15% within 1 day
within 1 week
23% more than 1 week
more than 2 week

Interpretation: As majority 46% respondent had positive response for their issue which was
send to the management. As their complaints where replied with in 1 hour after their
complaint being registered. This was due to good CRM techniques used by Laxmi Hyundai
to face and handle complaints.

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Table 17: Table showing how the customers rate the service after sale.

After sales service In numbers In percentage

Excellent 3 6
Good 10 20
Satisfactory 29 58
Poor 05 10
Very Poor 03 6
Total 100 100

Analysis: 58% of the respondents stated the “after sales service” to be satisfactory. This
shows that the after sales service in not such effective as stated by the respondents, 20% of
the respondents said that was “good”, only 6% as excellent and almost 6% found it to be
“poor” and “very poor”.

Chart 17: Chart showing how the customer rates the service after sale.

After Sales Service

6% 6%
10%
20% Excellent
Good
Satisfactory
58% poor
very poor

Interpretation :The "after sales service" is stated by most i.e. 58% as "satisfactory" and a
very few stated it as "excellent" and "good".

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Table 18: Table showing regarding overall all experience of the customer with this
showroom.

Overall experience In numbers In percentage

Excellent 17 34
Good 10 20
Satisfactory 13 26
poor 7 14
Very poor 3 6
Total 50 100

Analysis: Out of the respondents, 34% have stated their experience as “excellent”, 20% as
“good”, 26% as “satisfactory”. 14% have stated it as “poor” and only 6% stated it as”very
poor”. This shows that on the whole customers are just “satisfied” with the services offered
at this showroom.

Chart 18: Chart showing regarding overall all experience of the customer with this
showroom.

Overall Experience

6%
14% 34% Excellent
Good

26% Satisfactory

20% poor
Very poor

Interpretation: The overall experience of the customer is found to be "excellent" as state by

34% of the respondents.

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FINDINGS

From the responses of 50 customers the findings can be listed as:

1. It has been found that the newspaper and magazine are the major source of awareness
about the dealer.
2. The ambience of the showroomis "excellent" as stated by most of the customers. This is
a good indicator for the showroom.
3. The staff response is found to be "Responsive" rather than co-operative. It seems "Staff"
doesn't respond until asked for. This may lead negative impact on the perception of the
customers about this showroom.
4. Time taken to attend the customercall is considered as "reasonable" by the most of the
respondent.
5. It seems most of the customers found the "sales executive explanation" just
"Satisfactory" than "Convincing". Few (20 out of 50) even stated that sales executives
don't explain all the features unless asked.
6. The process involved in providing financial facilities is considered as (68% of
respondents) as very complex & time consuming. They don't find it very convenient.
7. As most of the customer states that the “after sales service" provided by the showroom
is just “satisfactory" therefore the company needs to be consider this issue seriously in
order to satisfy more customer in near future.
8. The availability of varied colors in this showroom seems to be very limited as stated by
most of respondents. It shows that customer is given a limited choice in matter of color
of the car.
9. As much as 76% of respondent have stated that they are very likely to suggest this
showroom to their friends\relatives. . It is an indication of high satisfaction level and
customers are happy with the service provided by the showroom.
10. As most of the respondent i.e. 38% considered the trust worthiness to be the reason for
suggesting the showroom to other.
11. Most of respondent stated that the equipment used for the maintaining the vehicles was
excellent.
12. As most of the respondent had replied that they had never felt any inconvenience after
leaving their car for service. It shows that Hyundai has built the trust in the mind of the
customer.

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13. The number of respondent responded that they had never come across any complaints
or issued to be raised against the Hyundai. This shows that Hyundai was providing
better CRM.
14. Out of 16 respondent only 6 had an issue of complaint regarding the wrong
communication by sales man so Hyundai should provide proper training to the sales
person.
15. Most of the respondents were satisfied with the management, as their problem was
taken good care by the Hyundai management.
16. Majority of the respondent had positive response for their issue which was send to the
management. As their complaints were resolvedwithin 1 hour after their complaint
being registered. This was due to good CRM techniques used by Hyundai to face and
handle complaints.
17. Majority of the customer stated that their overall experience towards the showroom was
found to be "excellent”.

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 RECOMMENDATIONS
An attempt has been made to suggest to the CRM department of the
showroom a few measures. These recommendations have been made within the preview of
the data available.

1. The staff should be trained on regular basis, such that customers find them very co-
operative.
2. The time taken in attending the customer call needs to be minimum.Effective and less
time consumptions are the important factors, which determine customer relationship
management.
3. The sales executive should be trained adequately so as to "Convince" the potential
buyers, because his performance on job has great impact on CRM.
4. The process involved in providing financial facilities needs to be made simple as much
of the respondents stated it to be complex and time consuming.
5. After sales service should be more customized. A toll free facility should be introduced
which help the customer to define their problem. If possible a mobile unit can be
maintained so that customer need not have to bring car to the showroom in case of any
problems.
6. These days most of the people wish to have some graphics over their cars. This may be
a mix of color shades, some additional components etc. Showrooms may try to provide
these kinds of customized solutions not requiring the customer to go at some other
place.
7. Most people who buy cars wish to have fancy numbers. They spend considerable
amounts to get these fancy numbers. Showrooms may work in this aspect and get into
agreement with the registration office to provide these fancy numbers without taking
exorbitant charge.
8. More EMI schemes can be introduced as customers find it more convenient in paying a
EMI.
9. A call to the customers as per the schedule of service to know the working of car so that
prompt service can be provided in case of need.
10. Extra offer to customer on referring to his friends/relatives.
11. Maintaining the high level of customer convincing.
12. Introduce the online booking facilities for customer to service their cars.

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CONCLUSION

On the basis of simple random sampling the total sample size attended was 65 customers in
which 50 respondent were who owned the Hyundai vehicles. The data analysis was done with
help of techniques such as questioner and different survey method. The proceeding of this
study was done by a survey, which is an appropriate tool to maintain the level of customer
Relationship. A structured questionnaire was developed in the process. These tools helped in
analyzing the obtained information or results which projected certain findings and
recommendations. From the research, several issues are found which needs to be emphasized
for Hyundai was greater success. Marketing strategy adopted by the organization is attracting
huge customers. What have been noticed after interviewing around 50 customers that almost
75% of customers were happy and satisfied by the work of Hyundai. This shows that the
showroom and all the service departments are most popular among the customers and they
are doing the great job. Based on the findings of the study it is suggested that Hyundai should
do frequent market research on the basis of structured questionnaire to understand the
existing market situation and carry out the corrective measures or improvements as needed
for sales promotion. Hyundai Company should frequently improve in its complaints handling
system of customers to effectively manage such complaints of various customers and
encourage customers to give more positive feedback about the product and services. The
management must be able to collect and documents complaint and use that information to
identify dissatisfied customers. Finally, lack of stable government, no clear government rules
and regulations, heavy custom duties and taxes imposed on vehicles import, acute/heightened
competition in the sector are some of the areas where the government should focus to
improve and make the business more lucrative.

34
BIBILIOGRAPHY

1. Indian management
2. Principles of marketing
3. Marketing management
 Philip Kotler
4. Marketing research
 G.C. Beri
5. Customer Relationship Management
- William G.zikmund
-Raymond mc. leod, JR
-Faye W. Gilbert
6. TATA Mc. Graw Hill, Marketing Management
-RajanSaxena
7. Customer relationship management
Jagdishsheth
Atulparvatiyar
G Shaniesh
Web sites -
www.Hyndai.com
www.sciencedirect.com
www.worldwide.hyundai.com

Journal :

 njazz J. Chen, Karen Popovich, (2003) "Understanding customer relationship

management (CRM): People, process and technology", Business Process
Management Journal, Vol. 9 Iss: 5, pp.672 - 688
 Jagdishsheth thought leader
 Adrian Payne, PennieFrow (2005) A Strategic Framework for Customer
Relationship Management. Journal of Marketing: October 2005, Vol. 69, No. 4, pp.
167-176.

35
 QUESTIONNAIRES

Dear customer,

I am MBA student of, CT INSTITIUTE OF MANGEMENT AND

TECHNOLOGY doing a survey on customer relationship management with regard to this
showroom. I would be grateful to you if you could spare a few minutes to this questionnaire.

1. Do you own a car? Yes\No.

i. If yes, please specify....................................................
2. How did you come to know about Hyundai Company?

i. Newspaper iii. Others, specify…………

Advertisement iv. Websites
ii. Social media v. Friends

3. How do you find the ambience of this showroom?

i. Excellent iv. Satisfactory

ii. Very good v. Needs to be improved
iii. Good

4. How do you feel the staff responsiveness when you enter the showroom?

i. very Co-operative iv. Non-Co-operative

ii. Co-operative v. Highlynon-co-operative
iii. Responsive

5. What do you feel about the time taken by the receptionist of this service center
inattending your call?
i. Very quick iii. Reasonable
ii. Quick iv. Delay
v. Very much delay

36
6. How do you find the sales executives explanation about the car features?

i. Convincing iv. Non satisfied

ii. Satisfactory v. Unless asked
iii. Non convincing

7. How do you find the process involved in providing the financial facilities by
showroom?

i. Very Simple iv. Complex

ii. Simple v. very complex
iii. Moderate

8. How do you find the availability of choice of car colors in this showroom?

i. Wide range iii. Very few

ii. Limited

9. Will you suggest this showroom to your friend's\relatives?

i. Yes ii. No

A. If yes, because of
i. quick service iv. Trust worthiness
ii. Timely response v. infrastructure
iii. Friendly atmosphere

B. If No, please specify …………………………………………………….

10. How do you feel about the equipment’s used here to deal with carscompared to
others?
i. Excellent iv. poor
ii. Good v. very poor
iii. Satisfactory

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11. Have you felt inconvenience after leaving yours car for service with the dealer?

i. Always
ii. Sometimes
iii. Never

12. Have you raised any complaint against the problem/inconvenience faced by you to the
management?

i. Yes ii. No

a) The issue raised by you was related to

i. Wrong communication
ii. Actual bill exceeding the estimated bill
iii. Performance of car after service
iv. Delay in delivering the vehicles after service

b) If yes, was the problem/issue attended and solved by the management?

i. Yes
ii. No

c) How long did the management take to solve your issue?

i. Within few hrs.
ii. 1 day
iii. Within 1 week
iv. More than 1 week.
v. None

13. How do you rate after sales service of this showroom?

i. Excellent iv. Poor

ii. Good v. Very poor
iii. Satisfactory

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14. How is yours overall experience with this showroom?

i. Excellent
ii. Good
iii. Satisfactory

Personal profile
Name:-
Occupation:-
Address:-
Contact No.

Thank you for valuable time.

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