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“A STUDY ON CUSTOMER SATISFACTION
AFTER SALES SERVICES”
Patel Raj Mukeshbhai
Student, B.V.Patel Institute of Management
UKA Tarsadia University, Maliba Campus, Bardoli
Mr. Dharmaraj Solanki
Assistant Professor, B.V.Patel Institute of Management,
UKA Tarsadia University, Bardoli, Surat, Gujarat
ABSTRACT
The study purpose is to determine the customer satisfaction after sale service in the company. The aim of this
study is to examine the customer satisfied with the company after sales service. In this study the descriptive
design is used as a research design. For the data collection primary method of collecting the data is used in
which the respondents will fill the questionnaire. In this research the sample size of this project is 100 customers.
The research concluded that the customers are satisfied with the company giving attention to the customers and
solving their problems by giving them individual attention. The study also discovered that customers are ready
to purchase products by giving them the warranty and providing a cheap rate of services.
Keyword: Customer satisfaction, Retention, services
INTRODUCTION
Customer satisfaction is a measure of how well a company’s product and services meet or exceed the customer’s
expectation. Customer expectations are customer’s needs, wants, and preconceived notions concerning a
product or service. If the customer’s expectations are met, the customer is happy. Customer satisfaction level
can be measured using survey techniques and questionnaires. Achieving a high level of customer satisfaction is
critical for a business because most satisfied customers are likely to be loyal and to place repeat orders as well
as use a wide range of services offered by the company. Understanding what your customers want allows you
to customise everything you do to satisfy them, such as supplying the products they want, in the special
packaging they prefer, and in retail stores that are easy to access, convenient to use, and well placed.
There are numerous factors that contribute to high levels of customer satisfaction, including customer-focused
products and services that provide excellent value for money. Following up on the initial purchase with after-
sales support, such as updating and maintaining computer packages, for example. It is obvious that customer
satisfaction is that customers are more likely to be grateful for the goods and services that they purchase if they
are made to feel as if they were specially produced for them or people like them.
What exactly is a customer?
● Internal customers are individuals, departments, units, and groups within an organization who benefit
from what we do.
● External customers are end users of the organization’s products or services, such as depositors,
borrowers, investors, and so on.
Customer satisfaction is important because it provides marketers and business owners with a metric that they
can use to manage and improve their businesses.
The steps in a customer satisfaction process are as follows:
Step 1: Recognize the customer’s expectation.
Step 2: Customer Promises.
Step 3: Put your plan into action.
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Step 4: Continued communication with the customer.
Step 5: Customer satisfaction survey.
RESEARCH METHODOLOGY
The research design of this study is descriptive in nature. Both primary and secondary data used to investigate
the study of factors affecting customer satisfaction after sales service. The major interest, however, is on the use
of primary data via the questionnaire method. The data is gathered using a structured questionnaire, and the
sample size is 100. The frequency, Percentage, Cross tabulation and chi-square test have been used for the
research analysis.
LITERATURE REVIEW
Albert Caruana et al.(2000) examine the effect of service quality and the mediating role of customer
satisfaction and service loyalty, with its final effect on repurchasing by customers, appears to have received
relatively little attention. This study starts by first delineating the concept of service loyalty and proceeds to
distinguish between service quality and customer satisfaction. A mediational model that links service quality to
service loyalty via customer satisfaction is proposed. Appropriate measures are identified and a postal survey is
undertaken among 1,000 retail banking customers. A response rate of 20.5 percent is obtained. Results indicate
that customer satisfaction does play a mediating role in the effect of service quality on service loyalty. The
effect of a number of demographic indicators on service loyalty are also reported. Implications are discussed,
limitations of the study are noted and possible areas for further research are indicated.
Izogo et al.(2015) Studied on service quality, customer satisfaction and loyalty in the automobile repair service
sector. They explore the dimensional structure of the SERVQUAL scale within non-Western service settings as
well as the impact of service quality dimensions on customer satisfaction and loyalty.
Design/methodology/approach. A qualitative approach was employed, using-32 item, 7-point Likert scaled
questionnaire administered to 384 participants with 55.99 percent usable response rate. The finding of the
outcome from the study was the reduction of the 32 items to 26 scales items with0.929 total alpha score.
Rajesh Amonkar (2016) Studied on customer satisfaction towards after sale service. The main objective is to
study the after sale service in the automobile industry in goa and also study on the customer satisfaction towards
the after sale service. The study is based on primary and secondary data and the sample size 50. They used a
field survey method. The study finds that the company focuses on improving their after sale service by
interaction of customers with a workshop staff or employee. The study concluded that the customer satisfaction
level is influenced not only by quality of actual product but also by sales after service.
Minwir AL- Shammari et al. (2014) have done a study on service quality and its relationship with customer
satisfaction and loyalty in a saudi arabian automobile company. The present research attempts to address the
issue of service quality in saudi service industry with focus from the customer viewpoint. Main objective of the
study is to measure the gap between the expected and actual perceived service quality, to measure the level of
customer satisfaction and loyalty and to examine the relationship between them. It is understood from the study
that to retain an existing customer and let him purchase again in future, it is important that their expectations
are not only to minimum standard but beyond required.
Dr. Duggani yuvaraja et al.(2014) Examine customer satisfaction towards Honda Two Wheelers in their study.
They use a convenient sampling method for collecting data from 100 samples with the help of a questionnaire.
The results of performance of the Honda bikes are fully satisfied with the customer’s needs of pick up, quality,
service.
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DISCUSSION ON THE FINDING OF THE STUDY
The data is gathered using a structured questionnaire, with a sample size of 100. Frequency and percentage were
used to analyse the data. Cross- tabulation and chi-square test were used for research analysis. The dependent
variable was customer satisfaction and retention, while the independent variable was after- sale service.
Table:1 Demographic profile of Respondents.
Demographic Variable
Frequency
Percentage
Gender
Male
70
68.6
Female
32
31.4
Age
Below 18
2
2.0
19-30
32
32.0
31-40
44
44.0
41-50
16
16.0
Above 50
6
6.0
Occupation
Student
3
3.0
Service
23
23.0
Farmer
23
23.0
Retired
12
12.0
Businessman
35
35.0
Other
4
4.0
Categories
ST
18
18.0
OPEN
64
64.0
OBC
17
17.0
SC
1
1.0
Income
Below 2,00,000
20
20.0
2,00,001-3,00,000
24
24.0
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3,00,001-4.00.000
33
33.0
4,00,001-5,00,000
11
11.0
More than 5,00,000
12
12.0
Source: Various questionnaires of Respondents
Graph
Source: Various questionnaires of Respondents
According to the above chart and table, out of 100 respondents, 88 percent are male and only 12 percent are
female. While the 2% of respondents are under the age of 18, 32% are between the ages of 19 and 30, 44% are
between the ages of 31 and 40, 16% are between the ages of 41 and 50, and 6% are between the ages of 51 and
60. As for occupation, 3% of respondents are students, 23% are in the military, 23% are farmers, 12% are retired,
35% are company owners, and 4% are from other groups. Furthermore In terms of caste categories, 18% of
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respondents fall into the ST category, 64% into the OPEN category, 17% into the OBC category, and 1% into
the SC category. As we can see In terms of income, 20 percent of the total 100 respondents earn less than
$200,000, 24 percent of those polled have between $200,000 and $300,000 in their bank accounts. The income
ranges from $3,000 to $4,000 for 33% of the respondents. The wealth ranges from $4,000,001 to $500,000 for
11% of the respondents. And 12% of those polled have an annual income of more than $500,000. The
respondents are in grades below tenth, 23 percent have completed their HSC, 35 percent have completed their
SSC, 19 percent have completed their Graduated, 21 percent have completed their Post-Graduated, and 0 percent
are in other categories. In the Splendour plus is owned by 12% of respondents, HF Deluxe is owned by 18% of
respondents, and HF Deluxe is owned by 1% of respondents, Passion is owned by 25% of respondents, and HF
Deluxe is owned by 1% of respondents. 7 percent of respondents own fun, and 16 percent own maestro,
according to Glamour.
Table: 1 MEASURING SCALE
Descriptive Statistics
X
Standard Deviation
4.00
1.073
3.61
.840
3.82
1.009
4.02
.778
4.16
.861
3.95
.978
4.10
.772
4.05
.833
3.94
.983
3.96
1.053
3.93
.913
4.00
.853
4.01
1.030
3.80
.921
3.97
.893
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Interpretation:
It is generally found that there are relatively high levels of practices for the area the company is using modern
equipment to provide services (Mean=4.00, SD=1.073),the company shows sincere interest in solving it.
(Mean=4.02,SD=.778),The representative is able to answer the question (Mean=4.16SD=.861),the company
will be consistently courteous with customer (Mean=4.10,SD=772), the company gives individual attention
(Mean=4.05,SD=.833), customer were informed when bike was ready (Mean=4.00,SD=.853) and personnel in
the company are never too busy to respond of customer request (Mean=4.01,SD=1.030).Where a considerably
lower mean level of practices exists. Customers are satisfied with the price offered by the company
(Mean=3.61,sd=.840) and customers are satisfied with the opening and closing time of the company
(Mean=3.80, SD=.921). The results of means and standard deviation are summarized in the above table.
Table: 1.1
Occupation* The company is using modern equipment to provide service. Cross
tabulation
Count
The Company is using modern equipment to provide service.
Total
Strongly
Disagree
Disagree
Neutral
Agree
Strongly
Agree
Occupation
Student
0
0
1
0
2
3
Service
3
0
4
6
10
23
Businessman
1
3
3
8
8
23
Retired
0
2
5
4
1
12
Farmers
0
0
5
14
16
35
Others
0
0
0
1
3
4
Total
4
5
18
33
40
100
Chi-Square Tests
Value
df
Asymp.sig. (2-sided)
Pearson Chi-Square
29.017
a
20
.087
Likelihood Ratio
32.249
20
.041
Linear-by-Linear Association
2.767
1
.096
Nof Valid Cases
100
a. 23 cells (76.7%) have expected count of less than 5. The minimum expected count is 12.
Interpretation:
The percentage in total 40 respondents strongly agree with the company's using modern equipment to provide
service where most of the respondents are farmers.
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In these results, the p-value is .087 because the p-value is less than the significant level of 0.05, so the null
hypothesis is rejected and there is no significant relationship between occupation and satisfaction level towards
the use of modern equipment to provide services.
Table 1.2
Crosstab
Count
Are you satisfied with the price offered by Shubham Hero?
Total
Disagre
e
Netural
Agree
Strongly
Agree
Occupation
Student
0
2
1
0
3
Service
1
11
6
5
23
Businessman
3
7
7
6
23
Retired
0
7
4
1
12
Farmers
1
18
10
6
35
Others
0
2
2
0
4
Total
5
47
30
18
100
Chi-Square Tests
Value
df
Asymp.sig. (2-sided)
Pearson Chi-square
9.985
15
.821
Likelihood Ratio
11.425
15
.722
Linear-by-Linear Association
.055
1
.814
N of valid Cases
100
a. 16 cells (66.7%) have an expected count less than 5. The minimum expected count is.15.
Interpretation:
The percentage in total 47 respondents neutral with the customer are satisfied with the price offered by shubham
where most of the respondents are farmers.
In these results, the p-value is .0821 because the p-value is less than the significant level of 0.05, so the null
hypothesis is rejected and there is no significant relationship exists between occupation and customer satisfied
with price offers by the company
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Table: 1.3
Crosstab
Count
The Quality of service is justifying its price and price of services
are affordable.
Total
Strongly
Disagree
Disagree
Neutral
Agree
Strongly
Agree
Occupation
Student
0
0
0
2
1
3
Service
0
3
4
5
11
23
Businessman
0
0
9
8
6
23
Retired
0
1
3
4
4
12
Farmers
1
4
13
7
10
35
Others
0
0
2
2
0
4
Total
1
8
31
28
32
100
Chi-Square Tests
Valid
df
Asymp.Sig. (2-
Sided)
Pearson Chi-Square
16.714
a
20
.671
Likelihood
20.802
20
.409
Linear-by-Linear Association
3.760
1
.0522
N of Valid Cases
100
a. 21 cells (70%) have an expected count less than 5. The minimum Expected count is .03.
Interpretation:
The percentage in total 32 respondents strongly agree with the quality of service justifying its price and price of
services are affordable where most of the respondents are from the services sector .
In these results, the p-value is .671 because the p-value is less than the significant level of 0.05, so the null
hypothesis is rejected and there is no significant relationship exists between occupation and the quality of service
is justifying its price and price of services are affordables
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Table: 1.4
Crosstab
Count
When you have a problem, the company shows sincere
interest in solving it.
Total
Neutral
Agree
Strongly
Agree
Occupation
Student
0
1
2
3
Service
6
10
7
23
Businessman
8
6
9
23
Retired
6
4
2
12
Farmers
8
17
10
35
Others
1
2
1
4
Total
29
40
31
100
Chi-Square Tests
Valid
df
Asymp.Sig. (2-
Sided)
Pearson Chi-Square
8.229
a
10
.606
Likelihood Ratio
8.733
10
.558
Linear-byLinear Association
.363
1
.547
N of Valid Cases
100
a. 9 cells (50%) have an expected count less than 5. The minimum expected count is .87.
Interpretation:
The percentage in total 40 respondents agree with when customers have a problem, the company shows sincere
interest in solving it. where most of the respondents are farmers .
In these results, the p-value is .606 because the p-value is less than the significant level of 0.05, so the null
hypothesis is rejected and there is no significant relationship exists between occupation and when customer
have a problem, company shows sincere interest in solving it
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Table: 1.5
Crosstab
Count
The Representative is able to answer your question/problem.
Total
Disagree
Neutral
Agree
Strongly
Agree
Occupation
Student
0
1
2
0
3
Service
0
1
10
12
23
Businessman
2
7
10
4
23
Retired
1
2
4
5
12
Farmers
1
3
13
18
35
Other
1
1
0
22
4
Total
5
15
39
41
100
Chi-Square Tests
Valid
df
Asymp.Sig.(2-sided)
Pearson Chi-Square
21.615
a
15
.118
Likelihood ratio
24.451
15
.058
Linear-by-Linear Association
.158
1
.691
N of Valid Cases
100
a. 17 cells(70.8%) have an expected count less than 5. The minimum expected count is .15.
Interpretation:
The percentage in total 41 respondents strongly agree that the representative is able to answer the customer's
question or problem, where most of the respondents are farmers .
In these results, the p-value is .118 because the p-value is more than the significant level of 0.05, so the null
hypothesis is accepted and there is significant relationship exists between occupation and the representative is
able to answer the customer's question or problem.
Major Finding
● Respondents are extremely satisfied with representatives because they frequently answer questions
from customers, which will be extremely beneficial to the company.
● Respondents are pleased with a company that uses cutting-edge technology to provide better services to
customers.
● Respondents are extremely satisfied with the company's employees who are consistently courteous to
their customers.
● Respondents are extremely satisfied with the company's genuine interest in resolving customer
problems.
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● Respondents are dissatisfied with the company's price and offers.
● Respondents are extremely pleased with the company's personal attention.
Suggestion
● The company's prices and offers to customers should be improved.
● The company must charge based on the quality of spare parts and the service of specific vehicles.
● Following the services, the company must inspect the vehicles.
● The company's products are so readily available that it cannot afford to lose customers.
Conclusion
The primary goal of this research is to look into how satisfied customers are with the company's after-sales
services. And, according to the findings of this study, customers are pleased with the company's ability to pay
attention to them and solve their problems by providing them with personalised attention. Researchers agreed
that after-sales service plays a significant role in both satisfying customers and increasing the number of
customers who purchased a product from Shubham Hero.The study discovered that after-sales service indices
(product delivery, installation, and warranty) were significantly independent and joint predictors of customer
satisfaction and retention, and it has been discovered that is lacking in proving proper offers and discounts that
most customers are not ready to purchase without giving company focus on decreasing the shortfall criteria
where is lax. The study also discovered that customers are willing to purchase a motorcycle if it comes with a
warranty and low-cost after-sales service.
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