Chapter I

INTRODUCTION

1.1

Introduction

We all know that we need to get closer to the customer to increase share and flight off the competition, particularly in these fast-moving and turbulent competitive times. But how can you be sure that organization is fully optimized towards meeting customer needs and if it isnt, how do you go about changing what you do or the way you are organized? What are the key principles that have to be considered? In this study, a simple framework is presented to help organizations overcome these challenges, to identify key barriers and to plan and implement an optimized set of strategies for the development of the firm customer-centricity. This study aims at understanding the expectations of the customers towards automobile services in Bangalore city. The research identifies service reliability, discounts and offers, brand value, quality of the service. The analysis also reveals that, based on customers expectations, the market, which is segmented as price and quality conscious customers, brand value conscious customers, safety and security conscious customers, can benefit the automobile service providers, if understood and served properly. The Indian automobile service industry is currently undergoing a complete overhaul and restructuring exercise. Efforts are being made to increase service frequency and offer convenient timings at low prices.
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1.2

Need for the study:

Over the years, automobile companies have become complacent and flabby, given by the lack of competition due to high entry barriers in the sector. The LCA phenomenon has made them sit up and take notice. Automobile service providers today recognize that they cannot appeal to all customers in the market place. Customers are numerous, widely scattered, and varied in their needs and buying practices. Hence it is very important for the automobile service providers to understand the expectations of the customers and segment them according to their needs.

Chapter II
DESIGN OF THE STUDY

2.1 Statement of the Problem The problem of the research is to find out how to improve the customer value in order to succeed in the competitive market of automotive service. 2.2 Objectives of the research
To improve the customer service and customer value in order

to generate more revenue and profits.

To know how many customers come for repeat service and the

reasons for the same. To compare service quality with other service centers. To identify the areas of improvements or corrective actions. 2.3 Scope of the research
The scope covers attribute analysis and perception analysis of

the customers, along with demographic characteristics of age, occupation and monthly household income.
The study is limited at Bangalore city.

2.4 Research Methodology adopted (1) Research Method: Descriptive research (or survey method) was used to collect the primary data.
(2)

Sources of data: Primary data was collected by obtaining

information from a sample of two-wheeler owners. Secondary data was collected from automobile magazines, internet, and newspaper reports.
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(3) Sampling plan:

1) Sampling Technique: This is non-probability sampling scheme, using convenient and judgement sampling. The researcher contacted the respondents at various places like service stations and homes, as per the convenience and judgement of the researcher. 2) Sample size: 70 3) Sampling unit: Individual respondents in Bangalore city having two-wheeler.
(4) Research instrument: A structured questionnaire was used. (5)

Method of contact: Data was collected through personal interview.

2.5 Plan of analysis: After the data was collected each variable in the research instrument had different characters and these characters were analyzed using tally-bar method to form the tables. Simple addition and division methods were used to arrive at the tables. Each table is analyzed. Inferences were drawn on the conceptual background of the study including marketing conventions. 2.6 Limitations of the study:

 The

sampling technique used was convenience and

judgement sampling; hence the findings may not be accurate to the population parameter.
Sample size is very small compared to the population; hence

generalization may be difficult. Survey was limited for particular geographical areas and because of this the result cannot be generalized for all the areas. 1.7 Overview of chapter scheme: Chapter 1: Introduction This chapter covers the background of the study. Chapter 2: Research design This chapter covers Statement of the problem Objective of the research Scope of the research Research methodology adopted Plan of analysis Limitation of the study Overview of the chapter scheme
Chapter 3: Profiles of Industry & Respondents

This chapter consists of relevant information about the automobile industry. Chapter 4: Data analysis and interpretation
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This chapter mainly deals with analysis of the data collected by changing the questions into tables format, calculation of percentage followed by explanation and inference. The analysis also contains pie-charts to clearly express the information, making understand easily.
Chapter 5: Finding, conclusions and suggestions

This chapter deals with findings and conclusions of the collected data and suggestions given for the future improvement and growth.

Chapter III
PROFILES OF INDUSTRY AND RESPONDENTS

3.1 The Industry: The two-wheelers and three-wheelers make up the largest segment(in numbers) of the Indian automobile industry, accounting for about 77% of the 42.35 lakhs vehicles sales during 1997-98, with segments output valued at rest 115 billion in the year. Industry sales grew upwards of 10% for the six fiscal to 1996-97 following a widespread slow down in Indian industry. Two-wheelers are classified along three product line- scooters, motorcycles and mopeds. Scooters the largest sub-segment, accounted for 39% in 1998-99, motorcycles follow with around 40% and mopeds with 21%. Motorcycle is the fastest growing segment of the three and gradually becoming the most preferred two-wheelers for most people, both scooters and mopeds have lost share to motorcycles during the last three years. The increasing preference for motorcycle is being attributed to the opening of rural markets where strong suspension, fuel economy and a larger wheel base are preferred and given to Indian road conditions. Until the mid-80s, demand for two-wheelers far outstripped supply, industrial licensing prevented entry into the industry and technology was updated. A clutch of mew collaborations and fresh licenses thereafter forced the industry to improve technology that changed the character of competition.

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Like in other segments of the industry several leading foreign twowheeler manufacturing companies signed collaborations with leading Indian companies, including piaggio with LML, Honda with kinetic engineering for scooters, Yamaha with Escorts and Kawasaki with Bajaj motorcycles. All these companies introduced models with contemporary technology, styling and grater fuel efficiency. Two-wheelers are the entry level personal transport vehicles for a very large percentage of Indian population. Their low prices and operating costs relative to cars make them an ideal buy from almost 40% of Indian households. The poor state of public transport in India and the increasing urbanization are also contributors to demand for two-wheelers. The improved ruggedness of motorcycles has increased its penetration in rural markets. Competition is intense in all the segments of the two-wheeler industry with fuel efficiency and price being crucial consideration for success. In recent past, manufacturers ability at product innovation and opening new market niches has also been crucial for the growth of the industry. Import content of both the scooters was high and LML was affected by the appreciating Lira and kinetic by the appreciating Yen. Since then both have won market shares by increasing indigenization and by opening new market niches for their products. LML has emphasized its higher safety and superior quality. Fuel efficiency allowed Hero Honda to dominate the 100cc motorcycles segment almost for the last eight years. Bajaj auto has gained some market share in this segment. The 100cc segment is further split into a power(dominated by TVS), fuel economy and sub11

segments. The semi-urban and rural markets will increase its importance in the future and all manufacturers are planning to launch heavier bikes with stronger suspension. The relatively affordable and stable prices of scooters and motorcycles backed by flexible loan options have caused mopeds to continuously lose market share to them in the previous few years. Mopeds, traditionally gearless with 50cc engines are now available in 50-70cc engines geared range with styling having become allimportant. The two-wheeler segment saw a strong growth in the postliberalization era. The steady growth in the population and consequent pressure on the public transportation system were the key drivers of two-wheelers demand. The rising disposable income, especially in middle and upper-middle class segments fueled the demand. While the demand for two-wheelers has picked up, there have been certain interesting changes in the internal dynamics of the industry. The shift in consumer preference to motorcycles from scooters became pronounced in 2001-02. Mopeds continue to drive steady even at scooters, growth went into a skid. Hero Honda, TVS, Baja Auto and Escorts Yamaha dominated the motorcycle segment. With LML and Kinetic group also eyeing this segment, the competition is set to accelerate. The motorcycle segment posted a sharp growth in the last six years. The shift towards motorcycles, at the expense of scooters, is explained by the inherent convenience of use. With two-wheelers going rural,
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motorcycles would be preferred alternative because of better fuel economy and maneuverability. Given the rough terrain and poor road conditions, motorcycles score over scooters in the rural market. In urban areas, the plethora of models with better styling and superior aesthetic is the attraction, are also giving a better resale value. With the petrol prices up steadily, motorcycles (especially 4-stroke) are preferred, for better mileage they offer. The two-wheeler service industry is totally related to automobile industry. The Indian automobile industry is changing extensively and intensively. The development in the two-wheeler sector is taking place on unprecedented lines, with demand for two-wheelers increasing in production by over 60% between 1994-96 as compared to the previous period, which easily being absorbed by the market. Like other sectors two-wheeler service industry also have stiff competition because two-wheeler manufacturer are giving first four free services, so the customer has compulsion to go to manufacturers service station only. Even some local garages are also in this industry, who give service to the customer at a very low rate, but most of the customer are not happy with these local garages because they do not have any guarantee for spare parts and their service team, so because of it many customer do not want to go in these local garages, they only prefer to go to authorized service stations. But the problem is that companys authorized service station is very expensive. Customers those who have paid a hefty amount on purchase of two-wheelers expect better service and hence value for

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their money. Thus it is the ultimate duty of the dealers to provide a better service.

3.2 THE RESPONDENTS PROFILE

Sex of Respondents Male 75% Female 25% Age of Respondents 20-30 55% 31-45 36% 46-55 11% 56+ 03% Respondent salary ranges Less than 10,000 9% 11,000-20,000 45% 21,000-30,000 37% 31,000-40,000 8% 41,000+ 1%

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Chapter IV
DATA ANLYSIS AND INTERPRETATION

4.1 Frequency of visiting service station by customers:

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Time period 1-3 months 4-6 months 7-9 months 10-12 months Total

Number of customers 27 36 07 01 70

Percentage 38.57% 51.42% 10.00% 1.42% 100.00%

Frequency of visiting service station by customers

10% 1% 38% 51% 1-3 months 4-6 months 7-9 months 10-12 months

Analysis: Only 38% of the respondents visit the service station regularly(1-3 months).
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Majority of the respondents (51%) visit the service station once in 4-6 months. Inference: Majority of the customers (90%) visit service stations within 6-months time period.

4.2 Attributes rated on 10 point scale:

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4.2.1 Amount of time the service advisor took in attending the customer: Rating Scale 10 & 9 8&7 6&5 4&3 2&1 Parameters Very good Good Average Below average Poor Number of customers 2+11=13 16+20=36 11+8=19 1+0=1 1+0=1 Percentage 18.57% 51.42% 27.14% 1.42% 1.42%

Amount of time the service advisor took in attending the customer

1% 1% 19% Very good Good Average 52% Below average Poor

27%

Analysis: Only 19% of the respondents rated the amount of time taken by the service advisor in attending them as very good and 52% rated as good.
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Only 2% of the respondents felt that service advisor took more time in attending them. Inference: More than 90% of the customers felt that time taken by the service advisor was pretty good enough.

4.2.2 Courtesy in serving the customer:

Rating Scale

Parameters

Number of

Percentage
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10&9 8&7 6&5 4&3 2&1

Very good Good Average Below Average Poor

customers 2+8=10 22+17=39 10+5=15 5+0=5 1+0=1

14.28% 55.71% 21.42% 07.14% 1.42%

Courtesy in serving the customer

Very good Good Average 57% Below Average Poor

7% 1% 21%

14%

Analysis: Majority of the customers (57%) felt that the courtesy in serving them was good. 21% felt it was average. Only 8% felt that courtesy in serving them was poor. Inference:
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Majority of the customers (92%) thought that the service station people were quite courteous while serving them.

4.2.3 Understanding of problem with the vehicle:

Rating Scale 10&9 8&7

Parameters Very Good Good

Number of customers 5+15=20 15+12=27

Percentage 28.57% 38.57%

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6&5 4&3 2&1

Average Below Average Poor

16+2=18 4+1=5 0+0=0

25.71% 07.14% 0.00%

Understanding of problem with the vehicle

7% 0% 26% Very Good 29% Good Average 38% Below Average Poor

Analysis: Understanding of the problem with the vehicle was rated as very good and good by the 29% and 38% of the respondents respectively. Only 7% felt that the understanding of the problem with the vehicle was poor. Inference:
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Majority of the customers (93%) said that understanding of the problem with the vehicle was above average.

4.2.4 Explanation of work to be done and charges at the time of receipt of the vehicle: Rating Scale 10&9 8&7 6&5 4&3 2&1 Parameters Very Good Good Average Below Average Poor Number of customers 2+11=13 17+17=34 11+4=15 6+2=8 0+0=0 Percentage 18.57% 48.57% 21.42% 11.42% 0.00%
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Explanation of work to be done and charges at the time of receipt of the vehicle
11% 21% 49% 0% 19% Very Good Good Average Below Average Poor

Analysis: Explanation of the work to be done and charges at the time of receipt of the vehicle was rated as very good and good by 19% and 49% of the customers respectively. Only 11% felt that it was poor. Inference: Majority of the customers, approximately (90%) said that explanation of the work to be done and charges at the time of receipt of the vehicle, was above average.
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4.2.5 Explanation of work done and charges at the time of delivery: Rating Scale 10&9 8&7 6&5 4&3 2&1 Parameters Very Good Good Average Below Average Poor Number of customers 2+9=11 10+22=32 10+10=20 3+3=6 1+0=1 Percentage 15.71% 45.71% 28.57% 08.57% 01.42%

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Explanation of work done and charges at the time of delivery

9% 1% 29% 45% 16% Very Good Good Average Below Average Poor

Analysis: 16% and 45% of the customers felt that explanation of work done and charges at the time of delivery were very good and good respectively. Only 10% felt it as poor. Inference: Majority of the customers (90%) felt that explanation of the work done and charges at the time of delivery was satisfactory.

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4.2.6 Timely delivery of vehicle: Rating Scale 10&9 8&7 6&5 4&3 2&1 Parameters Very Good Good Average Below Average Poor Number of customers 14+12=26 16+7=23 6+4=10 7+2=9 0+2=2 Percentage 37.14% 32.85% 14.28% 12.85% 02.85%

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Timely delivery of vehicle

Very Good 37% Good Average Below Average 33% Poor

13% 14%

3%

Analysis: Majority of the respondent feel that their vehicles were delivered on time. Only 16% felt that delivery of their vehicle was delayed. Inference: Approximately 93% of the customers feel that their vehicle was delivered timely after the service.

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4.2.7 Cleanliness and appearance of the vehicle: Rating Scale 10&9 8&7 6&5 4&3 2&1 Parameters Very Good Good Average Below Average Poor Number of customers 15+13=28 12+17=29 6+5=11 1+1=2 0+0=0 Percentage 40.00% 41.42% 15.71% 02.85% 0.00%

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Cleanliness and appearance of the vehicle

16% 3% 0% 40% 41% Very Good Good Average Below Average Poor

Analysis: Majority of respondents were extremely satisfied by the cleanliness and appearance of the vehicle at the time of delivery. Only 3% had complaints about the same. Inference: Majority of the customers (97%) were satisfied with the cleanliness and appearance of the vehicle at the time of the delivery.

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4.2.8 Process of paying up for the service: Rating Scale 10&9 8&7 6&5 4&3 2&1 Parameters Very Good Good Average Below Average Poor Number of customers 5+15=20 13+11=24 15+7=22 2+1=3 0+1=1 Percentage 28.57% 34.28% 31.42% 04.28% 01.42%

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Process of paying up for the service

4% 1% 31% Very Good Good Average 35% Below Average Poor

29%

Analysis: Regarding the process of paying up for the service, majority of customers said that it was very much convenient for them. Only 5% felt that the process for paying up for the service was not satisfactory. Inference: 95% of the customers felt that process of paying up for the service was very convenient for them.

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4.2.9 Was the work done right at first time? Rating Scale 10&9 8&7 6&5 4&3 2&1 Parameters Very Good Good Average Below Average Poor Number of customers 8+13=21 17+10=27 11+4=15 2+3=5 1+1=2 Percentage 30.00% 38.57% 21.42% 07.14% 02.85%

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Was the work done right at first time?

Very Good 30% Good Average Below Average 39% Poor

7% 3% 21%

Analysis: Approximately 70% of the customer said that work was done right at the first time. Only 10% had complaints about service done at the first time. Inference: Majority of the customers (90%) thought that the work was done right at the first time itself.

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4.2.10 Were all the demanded repairs completed? Rating Scale 10&9 8&7 6&5 4&3 2&1 Parameters Very Good Good Average Below Average Poor Number of customers 13+13=26 16+10=26 11+2=13 3+2=5 0+0=0 Percentage 37.14% 37.14% 18.57% 07.14% 0.00%

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Demanded repairs completed

Very Good 37% Good Average 37% Below Average Poor

19%

7% 0%

Analysis: Over 70% of the customers felt that their complaints were addressed properly. Only 7% said that their demanded repairs were not rectified. Inference: Majority of the customers (93%) said that their demanded repairs were addressed properly.

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4.2.11 Availability of spare parts for service: Rating Scale 10&9 8&7 6&5 4&3 2&1 Parameters Very Good Good Average Below Average Poor Number of customers 9+13=22 18+15=33 6+5=11 3+1=4 0+0=0 Percentage 31.42% 47.14% 15.71% 05.71% 0.00%

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Availability of spare parts for service

Very Good 31% Good Average Below Average 47% Poor

16%

6% 0%

Analysis: Around 80% of the customers were highly satisfied by the availability of the spare parts for the service. Only 6% were dissatisfied. Inference: Approximately 94% of the customers were satisfied with the availability of the spare parts for the service.

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4.2.12 Fairness of charges: Rating Scale 10&9 8&7 6&5 4&3 2&1 Parameters Very Good Good Average Below Average Poor Number of customers 4+12=16 15+18=33 8+7=15 4+1=5 1+0=1 Percentage 22.85% 47.14% 21.42% 07.14% 01.42%

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Fairness of charges
Very Good Good Average Below Average 48% Poor

7% 1% 21%

23%

Analysis: Fairness of charges was rated above average by approximately 70% of the customers. 8% of the customers rated it as poor. Inference: Majority of the customers (92%) said that charges taken for the service were fair enough.

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4.2.13 Trouble free operations after service: Rating Scale 10&9 8&7 6&5 4&3 2&1 Parameters Very Good Good Average Below Average Poor Number of customers 5+12=17 19+14=33 13+8=21 0+0=0 0+0=0 Percentage 24.28% 47.14% 30.00% 0.00% 0.00%

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Trouble free operations

Very Good Good Average Below Average 46% Poor

30%

0%

24%

Analysis: 24% of the customers said that operation were trouble free after the service and rated it as very good. Majority of the customers (46%) rated it as good. And 30% said that it was average. Inference: Not a single customer had a complaint regarding trouble free operations after servicing of the vehicle.

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4.2.14 Freedom from squeaks and rattles: Rating Scale 10&9 8&7 6&5 4&3 2&1 Parameters Very Good Good Average Below Average Poor Number of customers 5+12=17 16+10=26 18+3=21 2+3=5 1+0=1 Percentage 24.28% 37.14% 30.00% 07.14% 01.42%

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Freedom from squeaks and rattles

Very Good Good Average Below Average 38% Poor

7% 1% 30%

24%

Analysis: Majority of the customers (62%) said that vehicle was free from squeaks and rattles after the vehicle got serviced. And 8% had complaints for the same. Inference: Majority of the customers (92%) said that vehicle was free from squeaks and rattles after the vehicle got serviced.

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4.2.15 Ease of maintenance and repairs: Rating Scale 10&9 8&7 6&5 4&3 2&1 Parameters Very Good Good Average Below Average Poor Number of customers 4+10=14 15+13=28 15+5=20 2+1=3 1+2=3 Percentage 20.00% 40.00% 28.57% 04.28% 04.28%

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Ease of maintenance and repairs

Very Good Good Average 42% Below Average Poor

4% 4% 29%

21%

Analysis: Majority of the customers (42%) felt the maintenance and repairs of the vehicle was good. And 21% of them said that it was very good. Only 8% were not at all satisfied. Inference: Majority of the customers (92%) felt the maintenance and repairs of the vehicle was above average.

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4.2.16 Were customers notified when their vehicle was due for service? Rating Scale 10&9 8&7 6&5 4&3 2&1 Parameters Very Good Good Average Below Average Poor Number of customers 3+9=12 7+10=17 11+2=13 5+6=11 5+12=17 Percentage 17.14% 24.28% 18.57% 15.71% 24.28%

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Were customers notified when their vehicle was due for service?
24% 17% 24% 19% Very Good Good Average Below Average Poor

16%

Analysis: When the question was asked to the customers were they notified when their vehicle was due for service, 50% of them answered positively and 50% said that they were not informed. Inference: Half of the customers said that they were informed when their vehicle was due for service and half of them were not at all informed.

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4.2.17 Were customers you contacted after service to check their satisfaction with the service done? Ratings Scale 10&9 8&7 6&5 4&3 2&1 Parameters Very Good Good Average Below Average Poor Number of customers 3+3=6 10+9=19 8+6=14 4+9=13 1+16=17 Percentage 08.57% 27.14% 20.00% 18.57% 24.28%

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Were customers you contacted after service to check their satisfaction w ith the service done?
25% 9% 27% 19% 20% V ery Good Good A verage B elow A verage P oor

Analysis: When the question was asked to the customers were they contacted after service to check their satisfaction with the service done, 50% of them answered positively and 50% said that they were not contacted. Inference: Majority of the customers (65%) said that they were contacted after the service to check their satisfaction with the service done.

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4.2.18 Were customers informed when service was completed? Rating Scale 10&9 8&7 6&5 4&3 2&1 Parameters Very Good Good Average Below Average Poor Number of customers 3+10=13 9+10=19 8+3=11 1+12=13 2+11=13 Percentage 18.57% 27.14% 15.71% 18.57% 18.57%

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Were customers informed w hen service w as completed?

19% 19% 16% 19% Very Good Good Average 27% Below Average Poor

Analysis: Approximately 50% of the customer said that they were informed when service was completed. And approximately 50% of the customer said that they were not informed about the completion of the service. Inference: Approximately 62% of the customers said that they were informed when service was completed

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4.2.19 Rating the over all performance of the dealers in service and repairs: Rating Scale 10&9 8&7 6&5 4&3 2&1 Parameters Very Good Good Average Below Average Poor Number of customers 1+10=11 23+12=35 10+5=15 5+2=7 1+1=2 Percentage 15.71% 50.00% 21.42% 10.00% 02.85%

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R ating the over all performance of the dealers in service and repairs
10% 3% 21% 50% 16% V ery Good Good A verage B elow A verage P oor

Analysis: The over all performance of the dealers in service and repairs was rated as good by 50% of the customers and very good by 16% of the customers. Only 13% of the customers rated it as poor. Inference: Majority of the customers (87%) were satisfied with the over all performance of the dealers in service and repairs.

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4.3 Based on your over all experience with the service center, would customers recommend the workshop to friend or relative? Parameter Definitely yes Probably yes Definitely no Probably no Total Number of customers 23 40 02 05 70 Percentage 32.85% 57.14% 02.85% 07.14% 100.00%

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W ould custom ers recom m end the w orkshop to friend or relative?

3% 7% Definitely yes P robably yes Definitely no 57% P robably no

33%

Analysis: 33% of the customers said that they will definitely recommend the workshop to their friend or relative. 57% of them said that they would probably recommend the workshop to their friend or relative. Inference: Majority of the customers (90%) said that they will be happy to recommend the workshop to their friends and relatives.

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Chapter V
57

FINDINGS, CONCLUSIONS, & SUGGESTIONS

5.1 Findings:
Only 38% of the respondents visit the service station regularly

(1-3 months). Majority of the respondents (51%) visit the service station once in 4-6 months. Only 19% of the respondents rated the amount of time taken by the service advisor in attending them as very good and 52% rated as good. Only 2% of the respondents felt that service advisor took more time in attending them. Majority of the customers (57%) felt that the courtesy in serving them was good. 21% felt it was average. Only 8% felt that courtesy in serving them was poor.
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 Understanding of the problem with the vehicle was rated as very good and good by the 29% and 38% of the respondents respectively. Only 7% felt that the understanding of the problem with the vehicle was poor. Explanation of the work to be done and charges at the time of receipt of the vehicle was rated as very good and good by 19% and 49% of the customers respectively. Only 11% felt that it was poor. 16% and 45% of the customers felt that explanation of work done and charges at the time of delivery were very good and good respectively. Only 10% felt it as poor. Majority of the respondent feel that their vehicles were delivered on time. Only 16% felt that delivery of their vehicle was delayed. Majority of respondents were extremely satisfied by the cleanliness and appearance of the vehicle at the time of delivery. Only 3% had complaints about the same. Regarding the process of paying up for the service, majority of customers said that it was very much convenient for them. Only 5% felt that the process for paying up for the service was not satisfactory.
Approximately 70% of the customer said that work was done

right at the first time. Only 10% had complaints about service done at the first time.

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 Over 70% of the customers felt that their complaints were addressed properly. Only 7% said that their demanded repairs were not rectified. Around 80% of the customers were highly satisfied by the availability of the spare parts for the service. Only 6% were dissatisfied. Fairness of charges was rated above average by approximately 70% of the customers. 8% of the customers rated it as poor.
Not a single customer had a complaint regarding any trouble

after servicing of the vehicle. Majority of the customers (62%) said that vehicle was free from squeaks and rattles after the vehicle got serviced. And 8% had complaints for the same. Majority of the customers (42%) felt the maintenance and repairs of the vehicle was good. And 21% of them said that it was very good. Only 8% were not at all satisfied. The over all performance of the dealers in service and repairs was rated as good by 50% of the customers and very good by 16% of the customers. Only 13% of the customers rated it as poor.

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5.2 Conclusion: Todays market is very dynamic, and all the members of this market are required to be very proactive and spontaneous in their approach. Dealers have played a vital role in maintaining the good relationships; there are several steps to be taken to improve the after sales service and to retain the past customers in future course of the business.

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Maintaining loyal customers in todays business can only be achieved through proper implementation of customer relationship management (CRM) in the organization. The research on the topic customer service dimensions for two wheelers in automobile industry concludes that it is not just the price or availability of spare parts that fosters the superior after sales service, but also factors like hospitality, ambience, and service guarantee provided by the dealer that increases the customer satisfaction. Relationship marketing is the key for above mentioned problems, any organization is required to be customer friendly in its approach to attract and retain its customers and foster customer loyalty.

5.3 Suggestions: My suggestions towards the customer service dimensions for two wheelers in automobile industry are stated below:
Customers have a lot of expectations before coming to the

service station; it is the duty of station officer to satisfy customers up to their expectations by providing good hospitality and prompt service.

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 The organization should follow systematic and sequential steps during after sales service. Billing being the important factor of customer satisfaction, any delay in the system should be taken care. Customer should be communicated at every stage of the after sales service because better communication gives better results. Ambience of the service station is another factor that pleases customers and creates a good impression. Delivery of the vehicle after service at promised time satisfies the customer and the delivery before the promised time delights him. Cost of the service is an important factor for the customer value and also competition, organization has to impact necessary care to give discounts and gain competitive advantage. You cannot get a second chance to get a first impression so the service station people are required to be very proactive and spontaneous in their approach. The dealers should conduct marketing research periodically which would help in knowing customer satisfaction level. Customers feedback and suggestions should be given first priority to increase customer loyalty.

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BIBLIOGRAPHY Applied marketing technique in marketing research - Naresh.k.Malhotra

Marketing Research

- Tull & Hawkins Methodology of research in social science - Dr. O.R.Krishnaswami

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 Marketing Management - Philip Kotler Internet Companys and Dealers websites.

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