AMITY BUSINESS SCHOOL MINOR PROJECT REPORT ON After Sales Services IN PART PARTIAL IAL FULFILLM FULFILLMENT ENT OF B.TECH (MECHA (MECHANICAL NICAL AND AUTOMA AUTOMATION TION ENGINEERING ENGINEERING)) + MASTERS MASTERS OF BUSINESS BUSINESS ADMINISTRA ADMINISTRATION TION (DUAL DEGREE)
Submitte t!"
Submitte b#"
Mrs$ S%ali&i Tr Trivei ivei
Ar&ab '!s(ami
Assista&t Pr!fess!r
B$Tec% B$Tec% )MAE* + MBA
Amit# Busi&ess Sc%!!l
A,-,./0//01 R!ll N!$" 230/,45
2ECLARATION 1
The title of my Minor Project is “Impact of After Sales Services of the Hyundai Motor Group in Delhi N!" I declare that #a$ the %or& presented for assessment in this Minor Project is my ori'inal %or&( that it has not previously )een presented for any other assessment and that my de)ts #for %ords( data( ar'uments and ideas$ have )een appropriately ac&no%led'ed* #)$ %or& conforms to the 'uidelines laid )y the +niversity( and #c$ Pla'iarism for this report has )een chec&ed usin' ,,,,,,,,,, soft%are and is ,,,,,,,,,,, -. The summary of my report is attached alon' %ith for reference. Date/ 00000
Arna) Gos%ami A1213454456 7.Tech8 MA9:M7A 1454853
CERTI6ICATE 2
The title of my Minor Project is “Impact of After Sales Services of the Hyundai Motor Group in Delhi N!" I declare that #a$ the %or& presented for assessment in this Minor Project is my ori'inal %or&( that it has not previously )een presented for any other assessment and that my de)ts #for %ords( data( ar'uments and ideas$ have )een appropriately ac&no%led'ed* #)$ %or& conforms to the 'uidelines laid )y the +niversity( and #c$ Pla'iarism for this report has )een chec&ed usin' ,,,,,,,,,, soft%are and is ,,,,,,,,,,, -. The summary of my report is attached alon' %ith for reference. Date/ 00000
Arna) Gos%ami A1213454456 7.Tech8 MA9:M7A 1454853
CERTI6ICATE 2
This is to certify that Arna) Gos%ami( student of Amity School ;f 9n'ineerin' and Technolo'y( Technolo'y( Amity Amity +niversity +ttar Pradesh has completed the Minor Project on “Impact “ Impact of After Sales Services of the Hyundai Motor Group in Delhi N!"( in Partial
Automation 9n'ineerin'$:Masters ;f 7usiness Administration#Dual De'ree$. The report has )een chec&ed for the pla'iarism and it is accepta)le.
Dr.Shalini Trivedi Assistant Professor
AC7NO8LE2'EMENT As the outset of the minor project( I %ould li&e to place on record my sincere than&s to 3
every)ody %ho helped me directly or indirectly. I %as helped a 'reat deal )y my faculty 'uid 'uidee Mrs$ S%ali&i S%ali&i Trivei rivei %ho sincerely acted li&e a helpin' hand throu'hout the project. In addition to this( I %ould li&e to e?press my 'ratitude to%ards Ms Tavis%i %ho %ere very creative and innovative in their ideas and su''estions I %ould also li&e to than& Amit# U&iversit# for providin' me this %onderful opportunity %hich has 'iven me a lot of e?perience and polished my technical s&ills. I %oul %ould d also also li&e li&e to than& than& Amit# Busi&ess Sc%!!l ( for includin' this project in our curriculum. It %ill definitely help us in shapin' our professional life. I %ould also li&e to than& our institution for providin' round the cloc& access to li)rary and internet facilities %hich helped us to 'et relevant information re'ardin' the project.
Ar&ab '!s(ami A,-,./0//01
TABLE O6 CONTENTS S$N!$ 0
T!9ic @ist of Ta)les
Pa:e N!$
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B C852 C 54 55 55 51 56853 585 5 5 5B 5B 5C 5C 5 1481 14 24 25 21863
@ist of Si'nificance 5.2 !elevance > Scope 5.6 oncept 5.3 7ac&'round Information 5. Purpose 5.B ompany Profile ,$ Revie( !f Literature -$ Researc% Met%!!l!:# 2.5 ;)jective 2.1 !esearch Desi'n 2.2 Data Source 2.6 Samplin' Plan 2.3 !esearch Analytical Techni=ues 2. !esearch Instruments 2.B @imitations of my !esearch 1$ Results a& 2iscussi!& 6.5 Data Analysis .$ C!&clusi!& !eferences Appendi?
List !f Tables S$N!$ 0 , -
2escri9ti!& Ta)le 5/ oefficients for ommunication Ta)le 1/ oefficients for Services Provided Ta)le 2/ oefficients for onvenience
Pa:e N!$ 16 13 1
5
Ta)le 6/ oefficients for 9mployees Ta)le 3/ oefficients #Multiple !e'ression Ta)le / Descriptive Statistics for ommunication Ta)le B/ Model Summary for ommunication Ta)le C/ AN;EAfor ommunication Ta)le / Descriptive Statistics for Services Provided Ta)le 54/Model Summary for Services Provided Ta)le 55/ AN;EA for Services Provided Ta)le 51/ Descriptive Statistics for onvenience Ta)le 52/ Model Summary for onvenience Ta)le 56/ AN;EA for onvenience Ta)le 53/ Descriptive Statistics for 9mployees Ta)le 5/ Model Summary for 9mployees Ta)le 5B/ AN;EA for 9mployees Ta)le 5C/ Descriptive Statistics #Multiple !e'ression$ Ta)le 5/ orrelations #Multiple !e'ression$$ Ta)le 14/ Model Summary #Multiple !e'ression Ta)le 15/ AN;EA #Multiple !e'ression$$
1 . ; < 4 5 0/ 00 0, 001 0. 0; 0< 04 05 ,/ ,0
1B 1 23 23 2 2 2 2B 2C 2C 2 2 2 64 64 65 62 66
List !f 6i:ures S$N!$ 0 ,
2escri9ti!& Pa:e N!$
15 6
1 .
11 12 12
0$ INTRO2UCTION 0$0 Aut!m!bile I&ustr# i& I&ia
The passen'er vehicle industry of India can )e cate'orised into t%o main eras 8 The Pre Maruti era and the Post Maruti era. After IndiaFs independence in 56B( our country didnFt have any home 'ro%n automo)ile manufacturer. 7ut a lot of American and 7ritish companies had set up su)sidies in our country for assem)ly re=uirements. The ne% 7
'overnment of India adapted the @icense !aj as the %ay for%ard for our economy )ac& then. This led to consolidation of the mar&et to%ards the e?istin' companies %hich %ere Hindustan Motors( Premier Automo)iles and Standard Motors. The industry didnt see any other )i' company for nearly 24 years since then. As a com)inin' effect of the @icense !aj( lo% demand for automo)iles and shortcomin' of indi'enous !>D( the Indian auto mar&et hardly had any pro'ress till 5C4. It %as in the early 5C4s that the Maruti C44 project %as first started. Its start mar&ed a )e'innin' of a hu'e revolution in the mar&et. The first car %as intended to )e an indi'enously fa)ricated economy car for the people. Ho%ever this plan %as soon left as political interference and en'ineerin' pro)lems delayed the project. Eery soon the company %as havin' pro)lems %ith )an&ruptcy. 7ecause of this the companiesF assets %ere nationalied and the State o%ned Maruti +dyo' %as started. The ne?t time( the plan for indi'enous development %as left and the company started a oint Eenture approach. Many leadin' automo)ile manufacturers from a)road %ere considered and the Suu&i Motor o. from apan %as selected. It %as chosen mainly )ecause it %as the )est in the small car industry and also the variety of availa)le cars %ith them could )e potentially considered for future launch. Moreover( their terms and conditions %ere very attractive. Thus Suu&i came to o%n 1in the E %ith permission to potentially increase to 34- in the future. Thus the Maruti C44 %as rolled out into the streets of India( loosely en'ineered on the Suu&i Alto platform. It very =uic&ly captured the mar&et. It also led to the launch of Maruti ;mni van and Maruti 5444 models later on. This further increased MarutiFs share in the Indian automo)ile industry. The cars %ere constantly up'raded &eepin' in mind the international standards. M also started fi'htin' for mar&et share in their respective se'ments. The later year in the ne% century sa% a lot of ne% companies li&e General Motors( S&oda( Nissan( Eol&s%a'en( etc. The auto industry in India is finally at par %ith the international level and companies from all over the %orld loo& at the Indian mar&et as a potential 'ro%th en'ine. 8
0$, Im9!rta&ce = Si:&ifica&ce
The Indian automo)ile industry is one of the )i''est on our planet and it has e?panded e?ponentially at an alarmin' rate in the last 54 years. This is mainly )ecause of ever increasin' family incomes( lu?urious lifestyles( helpful financial availa)ility and fast ur)aniation. In 1452( the automotive industry mar&et 'ro%th %as flat to ne'ative )ecause of slo%do%n in economy 'ro%th. Ho%ever( the mar&et is e?pected to recover from the current financial year 1456853. IndiaFs vehicular industry( includin' )oth passen'er vehicles and commercial vehicle manufacturin' industry is currently the si? lar'est in the %orld after hina( +S( apan( 7rail and Germany. The lon' term demand loo&s to )e =uite stron' o%in' to increasin' demand( policy support and ever s%ellin' investments.
0$- Releva&ce = Sc!9e
Accordin' to IHS Automotive( India %ill )ecome the 2rd lar'est automotive mar&et in the %orld )y 145. The follo%in' pie chart sho%s the mar&et share of automo)ile companies in 1452. The mar&et share sho%n )elo% is for the leadin' companies in every se'ment of vehicle production from April to Novem)er 1452.
9
6i:ure 0" Mar>et S%are !f leai&: c!m9a&ies i& ever# se:me&t !f ve%icle 9r!ucti!& fr!m A9ril t! N!vember ,/0-$ #Source/http/KK%%%.current%ee&.comKmar&et8share8of8automo)ile8companies8in8india8 1452top8players8in8industryK$
;ur country manufactured a)ove 2.1 million units of cars and utility vehicles in the fiscal year 1451852. Maruti( Hyundai( Mahindra( Tata and Toyota are in the top 3 as seen a)ove in terms of mar&et share. They are follo%ed )y Nissan(
0$1 C!&ce9t
The demand for vehicles in India has )een increasin' steadily %ith the ever prosperin' middle class sector and incrementin' incomes. All the )i' players in the automotive sector are competin' for a lar'er slice of the pie in the mar&et as it is no% predominantly a )uyerFs mar&et. The automo)ile sector has continuously %or&ed over time to ma&e sure that their products are the top most in =uality in their respective se'ments. They also cannot i'nore that once the sale is done( itFs not just a)out the product )ut also a)out the services they provide to the customers. The automo)ile sector is no% re=uired to see that the service aspect of their vehicles is a very important part of their )usiness %ith the ever increasin' competition and the 10
technical innovations in the product side of the mar&et. They are no% focusin' more on addin' value to their products )y providin' )etter After Sales Service.
0$. Bac>:r!u& I&f!rmati!&
The data to )e used shall )e collected from a samplin' frame of 544 from the near)y local area of Delhi N!. Delhi N! has a majority of upper middle class people %ho can afford Hyundai cars and can 'ive positive feed)ac& to the survey of After Sales Services offered )y the Hyundai Motor Group. The o)jective is to see if their services have chan'ed the )rand ima'e and perception of the customers of the company Pre8Sales and Post8Sales. The post8sale services that are continuously )ein' used )y the automo)ile sector in India consist of re'ular maintenance( servicin'( repairs and chec&8ups of vehicles. They also provide useful e?chan'e and %arranty policies no%adays. This project aims to discover the satisfaction of customers of Hyundai in Delhi N!( to%ards their products and their respective After Sales Services.
0$; Pur9!se
The research paper is )ased on the prospect of customer satisfaction in terms of after sales services that are offered )y the South Lorean company Hyundai Motor Group in India. The purpose of this mana'ement report is to see %hether the customers of the Hyundai Motor Group India are satisfied or not %ith %or&shop services. A primary concern of this mana'ement report is to sho% that the After Sales Service of Hyundai has chan'ed the perception of the company in either a positive or ne'ative manner %hich is directly related to )rand ima'e and )rand loyalty. The first state8of8the8art vehicle %as seen on the roads of 7om)a y at 5C3. 9ven thou'h it %as one of the startin' models of horseless carria'es( the Indian automotive industry has since evolved in a sta''erin' manner. Today( the Indian automo)ile industry is one of the fastest 'ro%in' sectors. It is also an industry %hich 'enerates a lot of employment and revenue for our country. It is a &no%n fact that many of the major top players in the %orld are fi'htin' to sell their cars in our country. ;ur mar&et is divided in various sectors li&e sie of the car( herita'e( model( usa'e and performance. In conte?t to this project( the focus %ill )e only on the passen'er vehicles of the industry and on the Hyundai Motor Group specifically. There has )een e?citin' chan'e in the conveyance )usiness as the population in the country no%adays use various types of 18%heelers and 68%heelers. Their primary 11
concerns consist of various preferences li&e safety( speed( relia)ility( avera'e and outloo&. The automo)ile companies are no% facin' an ever 'ro%in' num)er of strate'ic options %hich must )e efficiently and effectively used in a lot of p roduct variations for the competin' companies. These companies can only outperform each other if they can 'o a)out %innin' their customers and increasin' )rand loyalty )y meetin' > satisfyin' customer needs. ustomer satisfaction is a very important concept no%adays and After Sales Service plays a very important role.
0$< C!m9a&# 9r!file
The Hyundai Motor Group is a South Lorean automo)ile manufacturin' company )ased in Seoul( South Lorea. It %as founded on 1th Decem)er( 5B( com)ined %ith Lia Motors( its su)sidiary. It is our planetFs 3 th lar'est automo)ile manufacturer in terms of annual vehicle sales in 1451. Till 1451( Hyundai sold over 6.6 million cars 'lo)ally( and alon' %ith Lia total sales %ere B.51 million. The Hyundai Motor ompany is a pu)lic type company and a &ey player in the Automotive Industry and they serve their products on a %orld%ide )asis. Their founder is hun' u8yun' and their current hairman > 9; is hun' Mon'8&oo. Their products ran'e from ommercial Eehicles( @u?ury Eehicles to Automo)iles and 9n'ines. The companyFs annual revenue for 1451 %as +S C6)illion and their net income %as +S )illion for the same year. They had an employee count of 3B(543 in the year 1455. The company operates the planetFs lar'est inte'rated automo)ile manufacturin' facility that has an annual production capacity of 5. million units in +lsan( South Lorea. Hyundai has around B3444 employees around the %orld and they sell their products in 52 countries usin' 444 dealerships and sho%rooms 'lo)ally. Hyundai Motor India @imited is no% the 1 nd )i''est automo)ile e?porter from our country. They are sho%in' India to )e the 'lo)al manufacturin' )ase for s mall sie cars( particularly hatch)ac&s. They sell several models in India. The most &no%n and famous %ith the middle class )ein' the Santro( in'( i54( 9;N and the i14. They rolled out their much8a%aited car( Grand i54 in )oth petrol and diesel on Septem)er 2rd( 1452. Hyundai also sells other models in India li&e the Get( Accent( 9lantra( 1nd 'eneration Eerna( Eerna D facility in Hydera)ad in 144B. They no% employ around 634 en'ineers from various re'ions of the country. Hyundai Motor India 12
9n'ineerin' #HMI9$ provides %ith technical > en'ineerin' support in vehicle development and omputer Aided Desi'n > omputer Aided 9n'ineerin' support to Hyundais home !>D centre at Namyan'( Lorea. Moreover( Hyundai launched its desi'n activities at the Hydera)ad !esearch > Development entre %ith Stylin'( Di'ital Desi'n > S&in AD Teams in the year 1454.
,$ RE?IE8 O6 LITERATURE Accordin' to Tri9at%i ),/0/* ( After Sales Service refers to all measure of mar&etin' there is( ta&en from the manufacturers and the retailers( in order to encoura'e repeat and 13
additional purchases( and increasin' )rand loyalty( )rand ima'e and customer satisfaction. After Sales Service can also )e defined as periodic or as %hen re=uired maintenance( servicin'( repairin' and chec&8up of products )y their respective manufacturers or suppliers durin' and after a %arranty period. It al%ays achieved a hi'h mar'in of sales and is a very efficient %ay to increase customer value and )usiness profita)ility of the company. The re=uirements and demands of consumers must )e loo&ed after )y the companies so that a positive %ord of mouth is spread. In todayFs %orld( positive %ord of mouth plays a very important role in the promotion of )rands and products. Post8sale Services ma&e sure that the products and the services al%ays meet or surpass the consumersF e?pectations. ?a&are ),//4* ( in his research paper of the After Sales Services provided )y hevrolet Motors India stated that an inefficient sales person %ill simply play a %aitin' 'ame )y &eepin' a healthy relationship %ith the customer %hile passively %aitin' until circumstances differ %hile an efficient sales person( on the other hand( %ill ta&e an active and dynamic approach and %ill use the companyFs initial successful sale to penetrate and develop the customer account. Je can see that those same efficient sales people al%ays loo& for more areas %ithin the account so that they may offer real time solutions to their products and services and &eep the customers happy at all times.
The America& E@9ress Cust!mer Service Bar!meter has sho%n that )uyin' decisions of C- customers are influenced )y convenience and 4- customers force themselves to%ards value for money ideas. Almost 4- customers today )uy their products )ased on their respective After Sales Services. An efficient After Sales Department in any Indian company is a pre re=uisite as studies say that BB- of Indian consumers %onFt ma&e a repeat purchase or &eep usin' the companyFs products and services in the case of a )ad e?perience. ustomers need hi'h =uality after sales services to stay loyal. In the case of vehicles( they are e?pensive and a very valued product of a customer. ;%nin' a car in an Indian household is a 'ood and prosperous si'n to others. Hence( a person %ill ta&e utmost care of his vehicle in India. After Sales Services in the automo)ile industry in India consists of %arranty of the vehicle includin' a fe% parts li&e )umpers( tyres( and internal accessories.
The perception of customers of a )rand )efore )uyin' a product is never similar to the one after the actual purchase and use of the product )y the customer. The perception of the product a'ain chan'es after the customer starts usin' the After Sales Services of the same product. The same scenario is applica)le to vehicles.
GAP A!9A/ A 'ap area in the research papers read for this project %as that there is very limited focus on the chan'e of perception of a customer to%ards his vehicle )efore sale( usin' it after sale and after receivin' post sales services. This research project hi'hli'hts the same usin' a survey and =uestionnaire.
-$ RESEARCH METHO2OLO'Y -$0 Obective
15
The main o)jective of this project %as to efficiently identify > evaluate the response received from customers %ho use Hyundai vehicles in the re'ion Delhi N! re'ardin' their satisfaction %ith their vehicle and the su)se=uent After Sales Services. Primar# !bective" •
•
•
•
To evaluate Hyundai customersF satisfaction and the su)se=uent after sales services that is provided )y the company in Delhi N! To en=uire a)out the consumersF e?pectations re'ardin' after sales services of the Hyundai Motor Group. To find out if an e?istin' customer of Hyundai %ould advise their friends > relatives to )uy Hyundai cars. To find out if factors li&e e?chan'e policies and %arranty services have any impact on customers choice for Hyundai cars.
Sec!&ar# !bectives" •
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To find out the future intentions of Hyundai customers re'ardin' future purchases from the company. To &no% the reasons for any dissatisfaction of the customers %ith HyundaiFs after sales services. To evaluate if the after sales services of the company helps in )uildin' the )rand ima'e of the Hyundai Motor Group.
-$, Researc% 2esi:&
A research desi'n hi'hli'hts the method > processes for doin' any particular mar&et study. The research desi'n is causal in nature as a causal research desi'n evaluate the effect that one varia)le has on another varia)le. In the case of Hyundai( the companies After Sales Services are directly correlated to their )rand ima'e( )rand loyalty and customer satisfaction. This has an effect directly on HyundaiFs )usiness profita)ility( sales and the companyFs future.
-$- 2ata S!urce Primar# ata"
A Ouestionnaire is an efficient form of communication )et%een a researcher and his respondents. The success of the =uestionnaire directly depends upon the framin' of the 16
=uestions and the order they are present. A lot of care is hence re=uired %hile desi'nin' the =uestionnaire. It re=uires a lot of s&ills( efficiency( e?perience and %isdom. A =uestionnaire as&in' appropriate =uestions re'ardin' HyundaiFs After Sales Services is the primary data source. The people of Delhi N! %ere the respondents for the structured =uestionnaire. The =uestionnaire as&s the respondents #customers of Hyundai vehicles$ ho% their perception of the Hyundai Motor Group has chan'ed pre8sale and post8sale of the vehicles. Sec!&ar# ata"
The secondary data is the data %hich already e?ists in )oo&s( internet( ne%spapers and automo)ile ma'aines. This data has )een collected and 'athered for help in the present study.
-$1 Sam9li&: Pla& Sam9li&: Tec%&iue"
The samplin' techni=ue is )ased on non pro)a)ility samplin'F( %hich is a samplin' techni=ue %here samples are collected and 'athered in a %ay %hich does not provide all individuals in the population e=ual chances of 'ettin' selected. onvenience and jud'ement samplin' have )een used in this project as time and cost constraints %ere a major factor.
Sam9li&: U&it Pr!file"
The samplin' unit profile consists of respondents of the structured =uestionnaire %ho o%n Hyundai cars in the re'ion Delhi N!. A total of 544 respondents %ere the sample unit sie for this project.
-$. Researc% A&al#tical Tec%&iues
!e'ression analysis is a very commonly used tool in mar&etin' mana'ement and research. It lets researchers to interpret relationships )et%een an independent and a dependent varia)le. In the research project( the dependent varia)le is the outcome %e care a)out #i.e.( efficient after sales services$( %hile the independent varia)les are the ones %e 17
have to achieve the dependent varia)le outcome %ith li&e 'ood customer service( useful e?chan'e and %arranty policies( efficient maintenance and servicin' of vehicle( etc. !e'ression analysis can 'ive us insi'hts %hich fe% other analysis techni=ues can. The &ey advanta'es of usin' this form of analysis are that it can/ Tell if independent varia)les have any important relationship %ith a dependent varia)le. Measure the relative stren'th of various independent varia)lesF effects on the dependent varia)le. 7e used to ma&e future predictions. Help %ith direct e?penses if it is &no%n that promotional activities )oost sales. •
•
• •
-$; Researc% I&strume&ts
The research instruments that %ere used are a structured =uestionnaire or a survey usin' Goo'le Docs. It had a fe% )asic =uestions aimed at Hyundai customers to rate their After Sales Services on a 38point @i&ert Scale( %ith Stron'ly A'ree )ein' a 5( Stron'ly Disa'ree )ein' a 3 and Avera'e or Neutral )ein' a 2. The dichotomous scale %as used as %ell on the =uestionnaire %ith the =uestions %here the respondents are as&ed their se? and family income. The ratio scale %as used too in %hich the respondents %ere as&ed for their a'e. The data analysis soft%are that %as used to do the a)ove mentioned test is IBM SPSS Statistics 05 F.
3.7 Limitati!&s !f t%e Researc% •
All the info for the research project is collected from Hyundai customers of a specific re'ion and the findin's are limited to Delhi N! only. All ans%ers for the =uestionnaire are as per respondents understandin' and that may differ from one respondent to another. 18
•
•
Due to cost limitations( the =uestions desi'ned can have limitations re'ardin' the =uestions and their respective options. Also( Due to cost and time limitations( the sample sie is only 544. Pro)a)ility samplin' could not )e used as time and cost factors %ere too hi'h and hence( the results found )y me cannot )e 'eneralied to the population.
1$ RESULTS = 2ISCUSSION 1$0 2ata A&al#sis 2em!:ra9%ic Pr!file"
19
A'e Group/ There %ere a total of 544 respondents for the structured =uestionnaire. 66of the respondents fall under the a'e 'roup 5C811 years of a'e( 2- fall under the a'e 'roup 1281 years of a'e( %hile the remainin' 5B- fall under the a'e 'roup 24834 years of a'e. The youth of Delhi N! are the predominant respondents in the survey and that is completely valid as the youth play an important role in decidin' on family vehicles no%adays. Gender/ 25- of the total respondents %ere females %hile the remainin' - %ere males.
Surve# Res9!&e&ts"
;n the @i&ert scale( %ith 5 )ein' Stron'ly A'ree and 3 )ein' Stron'ly Disa'ree( 544 respondents replied to 54 different statements on %hether they a'reed or disa'reed %ith the After Sales Services of Hyundai. A re'ression test %as used to find out %hether HyundaiFs After Sales Service %as successful or not. It %as necessary to denote a dependent varia)le and the various independent varia)les. The final =uestion in the =uestionnaire %hich %as %hether the customerFs perception of Hyundai has chan'ed positively for 'ood %as selected to )e the dependent varia)le. The other statements #)arrin' the 2 demo'raphic =uestions$ had to )e the independent varia)les. They %ere clu))ed to find their means into 6 cate'ories 1. 2. 3. 4.
onvenience ommunication Services 9mployees
The structured =uestionnaire %ith the statements can )e found at the end of the report in the Appendi? section.
C!&ve&ie&ce"
+nder the convenience section( t%o statements %ere com)ined/ 1. Checking in a he H!"n#ai $e%&ice cen%e i$ ea$! an# 'a$ 2. C*ain %egi$%ain i$ 'a$ an# e''eci&e
20
IN6ERENCE" It %as found that 3- of the respondents 'ave scores of 5 and 1 %hich means they a'ree %ith the statements. 11.3- of the respondents 'ave scores of 2 %hich means they neither a'reed nor disa'ree %ith the statements. 15.3- of the respondents 'ave scores of 6 and 3 %hich means they disa'ree %ith the statements.
6i:ure ," Bar c%art f!r Perce&ta:e !f res9!&e&tsD re9l# t! C!&ve&ie&ce C!mmu&icati!&"
+nder the communication section( t%o statements %ere com)ined/ 1. I 'in# i &e%! ea$! cnac he $e%&ice #e*a%en ake an a**inen '%
! &ehice 2. I a cnace# ,ihin - ,%king #a!$ ' ! &i$i check ha I a ha**! an# $ai$'ie# ,ih he ,%k ca%%ie# " n ! ca% IN6ERENCE" It %as found that 34- of the respondents 'ave scores of 5 and 1 %hich means they a'ree %ith the statements. 11- of the respondents 'ave scores of 2 %hich means they neither a'reed nor disa'ree %ith the statements. 1C- of the respondents 'ave scores of 6 and 3 %hich means they disa'ree %ith the statements.
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6i:ure -" Bar c%art f!r Perce&ta:e !f res9!&e&tsD re9l# t! C!mmu&icati!&
Services"
+nder the services section( three statements %ere com)ined. 1. H!"n#ai ha$ &e%! ene'icia e/change an# ,a%%an! *icie$ 2. The %e*ai%ing0 ainenance an# $e%&icing #ne a a H!"n#ai $e%&ice cene% i$
&e%! e''eci&e 3. I a ha**! ,ih he $e%&ice a#&i$%1$ "n#e%$an#ing ' he ,%k %e2"i%e# ,hen I k a**inen$
IN6ERENCE" It %as found that 3C- of the respondents 'ave scores of 5 and 1 %hich means they a'ree %ith the statements. 12.- of the respondents 'ave scores of 2 %hich means they neither a'reed nor disa'ree %ith the statements. 5C.6- of the respondents 'ave scores of 6 and 3 %hich means they disa'ree %ith the statements.
22
6i:ure 1" Bar c%art f!r Perce&ta:e !f res9!&e&tsD re9l# t! Services Em9l!#ees"
+nder the employees section( t%o statements %ere com)ined. 1. The echnica $"**% an# he* #e$k i$ &e%! g# 2. The A'e% Sae$ Se%&ice $a'' ha I #ea ,ih '% ! H!"n#ai &ehice a%e
kn,e#geae0 *ie an# &e%! he*'" IN6ERENCE" It %as found that 3B- of the respondents 'ave scores of 5 and 1 %hich means they a'ree %ith the statements. 16.3- of the respondents 'ave scores of 2 %hich means they neither a'reed nor disa'ree %ith the statements. 5C.3- of the respondents 'ave scores of 6 and 3 %hich means they disa'ree %ith the statements.
6i:ure ." Bar c%art f!r Perce&ta:e !f res9!&e&tsD re9l# t! Em9l!#ees SPSS Results"
23
Li&ear Re:ressi!&
In this case( the dependent varia)le is the customerFs overall perception and the independent varia)le is ommunication. T%e R value is $<5- (%ic% re9rese&ts t%e sim9le c!rrelati!&$ T%e R suare value e@9lai&s %!( muc% !f t%e e9e&e&t variable F9erce9ti!& !f H#u&aiG is bei&: e@9lai&e b# t%e i&e9e&e&t variable FC!mmu&icati!&G$ I& t%is case ;,$5 is bei&: e@9lai&e$ )Refer A99e&i@ Table <* I& t%e A&!va table (e ca& see t%at t%e re:ressi!& m!el 9reicts t%e e9e&e&t variable uite (ell$ As Si:$ /$/. t%e m!el a99lie ca& statisticall# si:&ifica&tl# 9reict t%e e9e&e&t variable$ )Refer A99e&i@ Table 4* Re:ressi!& euati!& i& t%e f!ll!(i&: (ill be Perce9ti!& !f H#u&ai $/44 + $411)C!mmu&icati!&*
Table 0" C!efficie&ts f!r C!mmu&icati!&
+nstandardied oefficients
Standardied oefficients
7
Std. 9rror
7eta
.4CC
.5CC
ommunicatio .C66 n
.4
Model 5
#onstant$
.B2
T
Si'.
.6C
.65
51.C4
.444
a. Dependent Earia)le/ ;verall( my perception of Hyundai Motors has chan'ed positively for the 'ood.
Li&ear Re:ressi!&
24
In this case( the dependent varia)le is the customerFs overall perception and the independent varia)le is Services Provided T%e R value is $<.; (%ic% re9rese&ts t%e sim9le c!rrelati!&$ T%e R suare value e@9lai&s %!( muc% !f t%e e9e&e&t variable F9erce9ti!& !f H#u&aiG is bei&: e@9lai&e b# t%e i&e9e&e&t variable FServices Pr!vieG$ I& t%is case .<$0 is bei&: e@9lai&e$ )Refer A99e&i@ Table 0/* I& t%e A&!va table (e ca& see t%at t%e re:ressi!& m!el 9reicts t%e e9e&e&t variable uite (ell$ As Si:$ /$/. t%e m!el a99lie ca& statisticall# si:&ifica&tl# 9reict t%e e9e&e&t variable$ )Refer A99e&i@ Table 00* Re:ressi!& euati!& i& t%e f!ll!(i&: (ill be Perce9ti!& !f H#u&ai $,.0+ $444)ServicesPr!vie*
Table ," C!efficie&ts f!r Services Pr!vie
+nstandardied oefficients
Standardied oefficients
7
Std. 9rror
7eta
.135
.5C
ServicesProvide .CCC d
.4BC
Model 5
#onstant$
.B3
T
Si'.
5.1B4
.14B
55.611
.444
a. Dependent Earia)le/ ;verall( my perception of Hyundai Motors has chan'ed positively for the 'ood.
Li&ear Re:ressi!&
In this case( the dependent varia)le is the customerFs overall perception and the independent varia)le is onvenience. T%e R value is $40/ (%ic% re9rese&ts t%e sim9le c!rrelati!&$ T%e R suare value e@9lai&s %!( muc% !f t%e e9e&e&t variable F9erce9ti!& !f H#u&aiG is bei&: e@9lai&e b# t%e i&e9e&e&t variable FC!&ve&ie&ceG$ I& t%is case ;.$; is bei&: e@9lai&e$ )Refer A99e&i@ Table 0-* I& t%e A&!va table (e ca& see t%at t%e re:ressi!& m!el 9reicts t%e e9e&e&t
25
variable uite (ell$ As Si:$ /$/. t%e m!el a99lie ca& statisticall# si:&ifica&tl# 9reict t%e e9e&e&t variable$ )Refer A99e&i@ Table 01* Re:ressi!& euati!& i& t%e f!ll!(i&: (ill be Perce9ti!& !f H#u&ai $/4; + $5,/)C!&ve&ie&ce*
Table -" C!efficie&ts f!r C!&ve&ie&ce
+nstandardied oefficients
Standardied oefficients
7
Std. 9rror
7eta
.4C
.5BC
onvenience .14
.4B
Model 5
#onstant$
.C54
t
Si'.
.6C1
.25
52.2
.444
26
Li&ear Re:ressi!&
a. Dependent Earia)le/ ;verall( my perception of Hyundai Motors has chan'ed positively for the 'ood In this case( the dependent varia)le is the customerFs overall perception and the independent varia)le is 9mployees T%e R value is $4,< (%ic% re9rese&ts t%e sim9le c!rrelati!&$ T%e R suare value e@9lai&s %!( muc% !f t%e e9e&e&t variable F9erce9ti!& !f H#u&aiG is bei&: e@9lai&e b# t%e i&e9e&e&t variable FEm9l!#eesG$ I& t%is case ;4$- is bei&: e@9lai&e$ )Refer A99e&i@ Table 0;* I& t%e A&!va table (e ca& see t%at t%e re:ressi!& m!el 9reicts t%e e9e&e&t variable uite (ell$ As Si:$ /$/. t%e m!el a99lie ca& statisticall# si:&ifica&tl# 9reict t%e e9e&e&t variable$ )Refer A99e&i@ Table 0<* Re:ressi!& euati!& i& t%e f!ll!(i&: (ill be Perce9ti!& !f H#u&ai $0,< + $504)Em9l!#ees*
Table 1" C!efficie&ts f!r Em9l!#ees
Model
5
+nstandar died oefficient s
Standardi ed oefficient s t
7
Std. 9rror
#onstant$ .51B
7eta .5
Si'. .BC
.666
27
9mployees .5C
.42
.C1B
56.32B
.444
a. Dependent Earia)le/ ;verall( my perception of Hyundai Motors has chan'ed positively for the 'ood.
Multi9le Re:ressi!&
In this case( the dependent varia)le is the customerFs overall perception and the independent varia)les are ommunication( onvenience( Services Provided and 9mployees. T%e escri9tive c!mma& :ives us a c!rrelati!& matri@ base !& t%e Pears!& c!rrelati!& bet(ee& t%e variables$ )Refer A99e&i@ Table 05* T%e table tells us t%at <<$. !f variabilit# i& t%e e9e&e&t variable is acc!u&te f!r b# all !f t%e i&e9e&e&t variables t!:et%er %e&ce bei&: a multi9le Rsuare$ T%e f!!t&!te u&er t%e table tells us (%ic% variable (ere i&clue i& t%e euati!& i& !ur case all f!ur i&e9e&e&t variables (ere i&clue$ )Refer A99e&i@ Table ,/* T%e ANO?A table :ives us a& 6test t! fi& !ut if t%e m!el is a :!! fit f!r t%e ata$ Acc!ri&: t! t%e Si:$ value f!u& bel!( it l!!>s li>e it is$ )Refer A99e&i@ Table ,0* 6i&all# (e ca& see t%e Beta c!efficie&ts bel!( K !&e f!r eac% i&e9e&e&t variable$ Base !& t%is table !ur re:ressi!& euati!& bec!mes Y $-,, + $10/)Em9l!#ees* + $--4)C!mmu&icati!&* + $010)C!&ve&ie&ce* + $ 04,)Services Pr!vie*
Table ." C!efficie&ts )Multi9le Re:ressi!&*
Model 5
#onstant$
+nstandardied oefficients
Standardied oefficients
7
Std. 9rror
7eta
8.211
.54
T
Si'.
81.453
.46B 28
9mployees
.654
.54B
.2
2.C11
.444
ommunication .22C
.42
.25B
2.5
.444
onvenience
.565
.516
.516
5.523
.13
Services Provided
.5C1
.544
.533
5.C14
.4B1
.$ CONCLUSION
29
RE6ERENCES
http://dare.uva.nl/document/478568 http://en.wikipedia.org/wiki/!undai"#otor"$ompan! http://www.currentweek.com/market%&hare%o'%automo(ile% companie&%in%india%2013top%pla!er&%in%indu&tr!/
30
APPEN2I
Hyundai Motor Group After Sales Services )' !ou own and u&e a !undai vehicle 'or !our per&onal tran&portation+ plea&e ,ll up thi& &urve! to let u& know how e-cient !undai& 'ter ale& ervice i& in the region elhi $ * Required Please enter your age *
Please enter your sex * Male Female Please enter your family income per month (in Rs.) * 15000-20000 20000-30000 30000-40000
31
40000-50000 Above 50000 I find it very easy to contact the service department to make an appointment for my vehicle*
1
2
3
4
5
trongl! gree
trongl! i&agree
I am happy with the service advisor's understanding of the work reuired when I !ook appointments. *
1
2
3
4
5
trongl! gree
trongl! i&agree
"hecking in at the #yundai service center is easy and fast *
1
2
3
4
5
trongl! gree
trong i&agree
"omplaint registration is fast and effective *
1
2
3
4
5
trongl! gree
trongl! i&agree
#yundai has very !eneficial exchange and warranty policies *
1
2
3
4
5
trongl! gree
trongl! i&agree
$he repairing% maintenance and servicing done at a #yundai service center is very effective*
1 trongl! gree
2
3
4
5 trongl! 32
i&agree $he technical support and help desk is very good *
1
2
3
4
5
trongl! gree
trongl! i&agree
$he &fter ales ervice staff that I deal with for my #yundai vehicle are knowledgea!le% polite and very helpful *
1
2
3
4
5
trongl! gree
trongl! i&agree
I am contacted within working days of my visit to check that I am happy and satisfied with the work carried out on my car *
1
2
3
4
5
trongl! gree
trongl! i&agree
verall% my perception of #yundai otors has changed p ositively for the good. * My perception of my Hyundai veicle! te Hyundai brand! and it" After #ale" #ervice a" con"tantly increa"ed from before $ received te "ervice" to after $ received tem.
1 trongl! gree
2
3
4
5 trongl! i&agree
33
Table ;"2escri9tive Statistics f!r C!mmu&icati!&
Mean
Std. Deviation
N
;verall( my perception of 1.22 Hyundai Motors has chan'ed positively for the 'ood.
5.5C5
544
ommunication
5.5465
544
1.334
Table <"M!el Summar# f!r C!mmu&icati!&
Model
!
! S=uare
Adjusted ! S=uare
5
.B2a
.1
.13
Std. 9rror 9stimate .B12
of
the
<
han'e Statistics ! S=uare Model han'e < han'e df5
df1
Si'. han'e
5
C
.444
.1
5.52
5
34
a. Predictors/ #onstant$( ommunication
Table 4" ANO?Af!r C!mmu&icati!&
Sum S=uares
Model 5
of df
Mean S=uare
<
Si'.
5.52
.444a
!e'ression
C.CB6
5
C.CB6
!esidual
35.12
C
.312
Total
52C.554
a. Predictors/ #onstant$( ommunication ). Dependent Earia)le/ ;verall( my perception of Hyundai Motors has chan'ed positively for the 'ood.
Table 5" 2escri9tive Statistics f!r Services Pr!vie
Mean ;verall( 1.22 my perception of Hyundai Motors has chan'ed positively for the 'ood.
Std. Deviation
N
5.5C5
544
35
ServicesPr 1.2644 ovided
5.446B6
544
Table 0/" M!el Summar# f!r Services Pr!vie
Model
!
! S=uare
Adjusted ! S=uare Std. 9rror of the 9stimate
5
.B3a
.3B5
.3B
.BBC
Model
! S=uare han'e < han'e
df5
df1
Si'. < han'e
5
.3B5
5
C
.444
han'e Statistics
524.63
a. Predictors/ #onstant$( ServicesProvided
Table 00" ANO?A f!r Services Pr!vie
Sum S=uares
Model 5
of Df
Mean S=uare <
Si'. .444a
!e'ression BC.C
5
BC.C
!esidual
3.166
C
.43
Total
52C.554
524.63
36
a. Predictors/ #onstant$( ServicesProvided ). Dependent Earia)le/ ;verall( my perception of Hyundai Motors has chan'ed positively for the 'ood.
Table 0," 2escri9tive Statistics f!r C!&ve&ie&ce
Std. Deviation
N
;verall( my perception 1.22 of Hyundai Motors has chan'ed positively for the 'ood.
5.5C5
544
onvenience
5.46442
544
Mean
1.6644
Table 0-" M!el Summar# f!r C!&ve&ie&ce
Model
!
! S=uare
Adjusted ! S=uare
5
.C54a
.3
.31
Std. 9rror of the 9stimate .B
han'e Statistics ! S=uare Model han'e < han'e df5
df1
Si'. han'e
5
C
.444
.3
5C.C3
5
<
37
a. Predictors/ #onstant$( onvenience
Table 01" ANO?A f!r C!&ve&ie&ce
Model
Sum of S=uares df
Mean S=uare
<
Si'.
5
!e'ression 4.3B
5
4.3B
5C.C3
!esidual
6B.362
C
.6C3
Total
52C.554
.444a
a. Predictors/ #onstant$( onvenience ). Dependent Earia)le/ ;verall( my perception of Hyundai Motors has chan'ed positively for the 'ood.
Table 0." 2escri9tive Statistics f!r Em9l!#ees
Std. Deviation
N
;verall( my 1.22 perception of Hyundai Motors has chan'ed positively for the 'ood.
5.5C5
544
9mployees
5.422
544
Mean
1.6444
Table 0;" M!el Summar# f!r Em9l!#ees
38
Adjusted ! S=uare S=uare
Model ! 5
.C1Ba
.C2
.C4
! Std. 9rror of the 9stimate .C
han'e Statistics ! S=uare Model han'e < han'e df5
df1
Si'. han'e
5
C
.444
.C2
155.22
5
<
a. Predictors/ #onstant$( 9mployees
Table 0<" ANO?A f!r Em9l!#ees
Model
Sum of S=uares df
Mean S=uare
<
Si'.
5
!e'ression 6.23
5
6.23
155.22
!esidual
62.B36
C
.66
Total
52C.554
.444a
a. Predictors/ #onstant$( 9mployees ). Dependent Earia)le/ ;verall( my perception of Hyundai Motors has chan'ed positively for the 'ood.
Table 04" 2escri9tive Statistics )Multi9le Re:ressi!&*
39
Std. Deviation
N
;verall( my 1.22 perception of Hyundai Motors has chan'ed positively for the 'ood.
5.5C5
544
9mployees
1.6444
5.422
544
ommunic 1.334 ation
5.5465
544
onvenienc 1.6644 e
5.46442
544
ServicesPro 1.2644 vided
5.446B6
544
Mean
Table 05" C!rrelati!&s )Multi9le Re:ressi!&*
;verall( my perception of Hyundai Motors has chan'ed positively for the 'ood. 9mployees ommunication
40
Pearson ;verall( my 5.444 orrelation perception of Hyundai Motors has chan'ed positively for the 'ood.
Si'. tailed$
.C1B
.B2
9mployees .C1B
5.444
.B24
ommunic .B2 ation
.B24
5.444
onvenienc .C54 e
.C11
.C1B
ServicesPro .B3 vided
.B3
.
.444
.444
9mployees .444
.
.444
ommunic .444 ation
.444
.
onvenienc .444 e
.444
.444
ServicesPro .444 vided
.444
.444
#58 ;verall( my . perception of Hyundai Motors has chan'ed positively for the 'ood.
41
N
;verall( my 544 perception of Hyundai Motors has chan'ed positively for the 'ood.
544
544
9mployees 544
544
544
ommunic 544 ation
544
544
onvenienc 544 e
544
544
Services Provided
544
544
544
ServicesProvi onvenience ded Pearson orrelation
;verall( my perception .C54 of Hyundai Motors has chan'ed positively for the 'ood.
.B3
9mployees
.C11
.B3
ommunication
.C1B
.
onvenience
5.444
.B
ServicesProvided
.B
5.444
42
Si'. #58tailed$
N
;verall( my perception .444 of Hyundai Motors has chan'ed positively for the 'ood.
.444
9mployees
.444
.444
ommunication
.444
.444
onvenience
.
.444
ServicesProvided
.444
.
;verall( my perception 544 of Hyundai Motors has chan'ed positively for the 'ood.
544
9mployees
544
544
ommunication
544
544
onvenience
544
544
ServicesProvided
544
544
Table ,/" M!el Summar# )Multi9le Re:ressi!&*
Model
!
! S=uare
Std. 9rror of the Adjusted ! S=uare 9stimate
5
.CC4a
.BB3
.B3
.3B1
a. Predictors/ #onstant$( ServicesProvided( ommunication( 9mployees( onvenience
Table ,0" ANO?A )Multi9le Re:ressi!&*
43
Sum S=uares
Model 5
of df
Mean S=uare <
Si'. .444a
!e'ression 54B.441
6
1.B34
!esidual
25.54C
3
.21B
Total
52C.554
C5.5
Turnitin Originality Report • • • •
roce&&ed on: 23%pr%2014 11:47 ) ): 419650599 ord $ount: 5699 u(mitted: 1
minor By Arnab Goswami imilarit! )nde
6% imilarit! (! ource )nternet ource&: 6 u(lication&: 4 tudent aper&: / 44
