Project Report on Ask Automotive in Customer Satisfaction and Brandlolity

ACCURATE BUSINESS SCHOOL 2011

at

‘ ’

GURGAON

A report submitted to Accurate Business School ,

Greater Noida as a mandatory part of PGDM curriculam

Under the Guidance of: Submitted by:

Bhubaneswari siva Name of the Student:Debasis DasRajendra kumar Arora

Roll. No:201041

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ACKNOWLEDGEMENT

I express my deep sense of gratitude to ASK Automotive pvt. ltd for giving me a

wonderful opportunity for doing my summer training in his company

I wish to place my deep sense of gratitude to Mr. Rajendra kumar Arora General

Manager (Quality) , ASK Automotive Pvt. Ltd. For his valuable guidance throughout the

project.

Foremost, I would like to thank Asst.professor Mrs Bhubaneswari , ACCURATE

BUSINESS SCHOOL, Greater Noida, for his intensity and focus on technical aspects and

for taking all efforts to make my journey smooth on the information technology super

highway. It is a privilege to have him as our faculty.

I consider it a great privilege to be under the guidance of Mr Bharat Bhusan , Mr

Sashi Marketing Executive , and Mr Shiv Kumar of ASK Automotive pvt.ltd Gurgaon .

The contribution and significant role played by their help me in preparation and

submission of project report in time.

I gratefully acknowledge the team of faculty in ACCURATE BUSINESS SCHOOL

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DECLARATIONBYCANDIDATE

I declare that this project work on “CUSTOMER SATISFACTION AND BRAND

LOYALTY in Automobile manufacturing sector @ ASK Automotive PVT LTD” is a bonafide

work done and submitted by me and the research work was carried out under the guidance of Mr.

Rajendra kumar Arora, General Manager (Quality), ASK Automotive Pvt. Ltd. and under overall

supervision of Bhuvaneswari Siva, Asst.Professor, ACCURATE BUSINESS SCHOOL , Gr

Noida .

I further declare that this Project Report does not form of any other project reports or

desertions on the basis of which a degree was awarded or conferred on an earlier occasion on me

or any other candidate. for helping me in all aspects and giving their valuable ideas for making

my project efficient and effective. Last but not the least I would like to thank my parents and

friends for their valuable support and encouragement through out the course of the project

Place- Greater Noida

Date: Debasis Das

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TABLE OF CONTENS

CHAPTER ONE: INTRODUCTION 5 - 22

1.1 Background of the Organization

i. Automobile sector in Indiaii. Company profile

iii. Visioniv. Missionv. Clients of the company

vi. Productsvii. Swot analysis of the company

viii. Contact details of the company1.2 Hypothesis/Objectives of the Project1.3 Significance/Need of the Project1.4 Scope of the Project –extent and limitations

CHAPTER TWO: RESEARCH METHODOLOGY 23 - 48

Data interpretation and Analysis

CHAPTER THREE: FINDINGS AND ANALYSIS 49 - 63

Analysis through graphically

CHAPTER FOUR: CONCLUSIONS AND RECOMMENDATIONS 64 - 67

CHAPTER FIVE: BIBLIOGRAPHY 68 - 71

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1.1 AUTOMOBILE SECTOR IN INDIA

Tata Motors launched its first truck in India. It was done in collaboration with Mercedes-Benz.

Though automobiles were introduced to India in the late 19th century, it was only after the Indian independence in 1947 that India started manufacturing automobiles. Some of the early Automobile Companies As per the history of Automobile Companies in India, in the late 1890's in India are:

Hindustan Motors Premier Automobiles Tata Motors Bajaj Auto Ashok and Standard Motors

Sanjay Gandhi was the first Indian politician who championed the need for a "people's car". Thus the state-owned firm, Maruti Udyog, was launched and gained over 50% market share.

After the liberalization in 1991, India's Automobile Industry grew in leaps and bounds. With the growth in the Indian economy, big international car manufacturers like General Motors, Ford, Toyota, Honda, Hyundai, Rolls Royce, Bentley and Maybach entered the Indian market. Earlier in the 1920's Rolls Royce collections was the maharajas status symbol. With time the middle class also started possessing their own automobiles. With the introduction of several automobiles in India, highways or expressways were constructed. The renowned international automakers like Ford, Suzuki, GM and Honda have their manufacturing bases in India. But, Automobile Industry in India is dominated by domestic companies like Maruti Suzuki, Tata Motors, Hero Honda, Mahindra & Mahindra, Ashok Leyland and Bajaj Auto.

Milestones achieved: The milestones achieved by the Automobile Companies in India are:

The first automobile in India rolled in 1897 in Mumbai. International players are adding to their investments in Indian auto industry. As far as the two-wheelers are concerned, motorcycles contribute 80% of the segment size. The Indian passenger vehicle market is dominated by cars by 79%. Indias Automobile Industry is the largest three-wheeler market in the world. India is the largest two-wheeler manufacturer in the world.India is the second largest tractor manufacturer in

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http://automobiles.mapsofindia.com/automobile-companies-in-india/commercial-vehicles-manufacturers/ashok-leyland.html

http://automobiles.mapsofindia.com/automobile-companies-in-india/two-wheelers-manufacturers/hero-honda-motors.html

http://automobiles.mapsofindia.com/automobile-companies-in-india/car-manufacturers/hyundai-motors.html

http://automobiles.mapsofindia.com/automobile-companies-in-india/car-manufacturers/ford-india.html

http://automobiles.mapsofindia.com/automobile-companies-in-india/car-manufacturers

http://automobiles.mapsofindia.com/automobile-companies-in-india/car-manufacturers/maruti-udyog.html

http://automobiles.mapsofindia.com/automobile-companies-in-india/two-wheelers-manufacturers/bajaj-auto.html

http://automobiles.mapsofindia.com/automobile-companies-in-india/car-manufacturers/tata-motors.html

http://automobiles.mapsofindia.com/automobile-companies-in-india/


the world. The Automobile Industry in India is the fifth largest commercial vehicle manufacturer in the world. India is the fourth largest car market in Asia.

Latest News in the Industry: The latest in the world of Indian Automobile Companies are:

Hyderabad is coming up with the first automobile mall of the country by 2008. It will also comprise a multi-purpose convention center and product launches.

The latest car in the Indian Automobile Industry is the Tata Nano. It costs approx US$ 2,500. While Bugatti Veyron, another new car, costs over US$ 2 million.

Facts have revealed that the Automobile Industry in India employs 13 million individuals in India. This industry contributes about 3.1% of India's GDP (nominal).

Renault Nissan Automotive India Private Limited (RNAIPL) is launching its new passenger

vehicle plant in Chennai, India which is expected to begin operations in 2010. India launched its first hybrid car, the sedan Civic by Japan’s Honda Motor Co .

i. Introduction of the company

ASK Automotive (P) Ltd was founded in 1989 by Mr. K. S. Rathee with a vision to achieve excellence in the field of manufacturing Automotive Components. The company has Technical Collaboration with world leader in Friction Material M/s. ASKTechnicaCorporation,Japan .With its motto of Customer First'' the Company has grown over the years and presently it has three plants at different locations in Gurgaon, Haryana. Through its commitment to innovation, process improvements, quality control and customer service the company has been able to position itself as a key resource for leading OEMs. Our key automotive OEM customers include HONDA, HERO HONDA, BAJAJ AUTO, KINETIC, SUZUKI,TVS,YAMAHA,LML. Our products are in line with the most demanding quality standards. All of ASK''s operations have secured appropriate Quality Certifications and Company has received a number of quality and performance awards from customers. Apart from the Friction Products, Company also manufactures Aluminum Pressure Die-Casting components for the leading automotive manufacturers.ASK is India 's first company to be awarded the QS 9000 Certificate of Approval in its category, followed by another landmark of achieving certification TS 16949:2002. While keeping Quality and Safety as its top priorities, continuous improvement also remains our thrust area . Stringent quality controls have been introduced which ensure that our Customers receive the highest quality products and services on a consistent basis. The focus always remains on improvement through Quality tools e.g. - CEP, FMEA, MSA, TPM, KAIZEN, QUALITY COST, 5-S. * ASK is one of the rare companies which supply to all the 2-wheeler manufacturers in India. * The

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supplies are made on JIT basis. * The Delivery PPM (Parts Per Million) to all our customers is ZERO. * Quality PPM of our products is well within the accepted norms of our OEMs. Quality Certificates achieved by ASK Automotive Pvt. Ltd. * TS 16949: 2002 * QS 9000 * ISO 9001: 2000 ASK is India's first company to be awarded the QS 9000 Certificate of Approval in its category, followed by another landmark of achieving certification TS 16949:2002. This ensures that our quality system can match up with best in the world.

ii. ASK VISION

Customer satisfaction

Quality in product and service

Human recourses

Pro active response to change

Environment and Society

Trust and long term relationship with customer

Business Ethics

iii. ASK MISSION

Our main aim’s are

To make the company from 20 million $ to 40 million US $ in next three years.

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To increase the export business from 5% to 25% in next three years.

To increase after market business from 15% to 25% in next three years

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iv. Company Milestones 1989 Setting up of Company

1994 “Best Vendor Award” from Kinetic Motor

1998 IS0 – 9002 certification

1999 QS – 9000 certification

“Best Vendor Award” from Kinetic Motor

2001 Signed TCA with Ask Technica Corp of Japan

Setting up of Unit-II

Setting up of Pressure Die Casting facility

2003 “Challenge India Support Award” from HMSI

2004 Setting up of Unit-III

Setting up of Paint Shop

TS-16949 certification

2005 “Best and Fastest Development Award” from HMSI

Setting up of Wheel Assembly facility

“Commendation Certificate for Quality & Delivery” from HMSI

2006 Setting up of In-house Tool Room

2007 Setting up of Design Centre

2008 OHSAS 18001:2007 Certification

2009 Award in Proprietary items Category and “Certificate for Quality & Delivery” from Honda (HMSI)

v. CLIENTS OF THE COMPANY

1.

2.

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3.

4.

5.

6.

vi. ASK UNITS

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vii. WORK CULTURE OF ASK AUTOMOTIVE

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UNIT-1 Plot no’s-66,67 ,Udyog Vihar , phase-1 Gurgaon-122016.

Brake shoes &cluch shoes with asbestos and Ruberised formulation

UNIT-2Plot no’s- 30,31Village Nawada,Fateh purManesware,Gurgaon-122001

Pressure Dai casting items Brake shoe &cluch plate with asbestos , non asbestos ruberised fomulationHeavey Brakre lining

UNIT – 3Plot no-28, sec-24, IMT , Maneswar Gurgaon-122050

Paint shopCNC Machine ShopAssembly standard RoomTool Room


Various activities of ASK Group stands towards maintaining 5-S and TPM are being undertaken in the company for achieving overall excellence. Some of these are listed below: The Plant has been divided into various Zones with each Zone having a Zonal Leader. The Zonal leader is responsible for 5–S activities in his Zone. Periodic 5-S audits are being conducted by the Core Group. Concept of TEI has been introduced. SGIA (Small Group Involvement Activities ) teams formed for different activities.

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viii. PRODUCTS

BRAKE ASSEMBLIES

We manufacture and export a wide range of brake assemblies that are made from superior quality raw materials and are manufactured as per international quality norms.

BRAKE LININGS

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We at Ask Automotive offer a wide range of brake linings, which is of excellent quality. Available in various thicknesses and specifications, these are durable, light weight, corrosion resistant, high in performance and low in maintenance.

BRAKE SHOE

We are manufacturer and exporter of precision engineered brake shoe, which are widely used in various automotive applications. We use advanced and modern machinery for the manufacture of Brake Shoe and export the same across the globe.

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CLUTCH PLATE

Our range of Clutch Plate is manufactured using high quality material and components to ensure longer functional life. Leveraging on our vast infrastructure, we are able to supply these clutch plates in bulk quantities in a short span of time.

CRANK CASE

At our organization, we excel in manufacturing and supplying a wide range of Crank Case which are being widely used in the automotive industries. The stiffness of these cases facilitates in holding other engine parts, and prevents from breakdown during the process.

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ENGINE PARTS

offer auto

We mobile engine parts which are manufactured by using our own in-house machining facilities. These are made of high grade of raw material and manufactured keeping in mind the long term performance.

GRIP

We are offering automotive grips made of high grade raw material.

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HUBS

We offer a diverse range of Automotive Hubs, which are fabricated with superior grade material of construction. These are engineered for excellent performance and sturdy construction. These Hubs are used in a variety of applications in the automobile industry.

PANELS

These panels offered by us have broad range of applications in various automotive industries and manufacturing units. We are very peculiar about our products and customer satisfaction and that's the reason why our raw material comes only from Certified Vendors.

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ix. Swot Analysis of ASK. Automotive pvt.ltd Strengths of ASK Automotive

Ask AUTOMOTIVE is a World-class company

It has a good name in Automobile industries.

Performance of ASK Automotive is meeting the customer requirement. As per Compotators ASK automotive is supplying timely the product to customer end.

ASK Automotive has been a consistency.IN PROVIDING QUALITY PRODUCT TO CUSTOMER

Overall quality & performance is better than the compotators.

Weakness ASK automotive pvt.ltd .

Development time delay due to manpower problem may cause customer. Dissatisfaction.

Design dept is slow in analysis, because of high manpower turn over in design dept.

Customer complaint is more in case of HMSI components.

Opportunities for ASK Automotive

As customer is satisfied as compared to competitor, it is a positive indication for business grows for ASKS Automotive.

ASK automotive quality level is high.

Analyze the problem deeply for customer satisfaction

Threats of . ASK Automotive pvt.ltd

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Market Computation is high. Line rejection is till high at customer end, it may cause risk to ASK Automotive business

if it rises. Cost of raw material is high.

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x. Contact Details

Company Name: ASK Automotive Private Limited

Contact Person:

Mr. K. S. Rathee

Telephone: +(91)-(11)-28758433 ,28758433 ,45032488

Fax No: +(91)-(11)-28752694

Address: No. 929/1, Naiwala, Faiz Road, Karol Bagh, New Delhi, Delhi - 110 005 (India)

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1.2 OBJECTIVE OF THE PROJECT

A multitude of companies today has already identified the need to create a loyal customer

base and acknowledges that maintaining existing customers and extending business with them is

significantly less expensive than acquiring new customers. Empirical proof of the proliferation of

such customer loyalty efforts in the business world is e.g. provided in the form of loyalty

programs, which many companies have installed during the past years. By engaging in efforts

aimed at creating customer loyalty, which in turn fosters financial success in monetary terms

firms react to increasing competitive challenges.

Within research, the investigation of customer loyalty gained importance when the

classic marketing paradigm with its instrumental and transactional orientation proved unsuitable

in the context of longer-term business relationships. Instead, the relationship marketing

approach, which is specifically concerned with the study of relational ex-changes, gained

importance within research, serving as a conceptual foundation for the majority of customer

loyalty researchers.

The question of how loyalty develops has been subject to an abundance of research,

leading to an expansive body of literature on loyalty determinants. The extant literature exploring

different factors and their constituent effects on loyalty, however, reveals a strong focus on

consumer goods and industrial equipment settings, while industrial services have received

relatively little attention so far. In addition, the majority of articles incorporates merely a few

potential determinants and thus fails to draw a comprehensive picture of the mechanisms of

customer loyalty formation.

As outlined in the preceding section, Automobile are confronted with diverse

management challenges that result from continuous growth, globalization, and customer

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diversity. The aim of the present study therefore is to identify determinants of customer loyalty

in relationships between automobile and their customers by explicitly considering different

characteristics and cultural contexts of such relationships. In this sense, the present research is

positioned at the interface of marketing and automobile and is intended to contribute not only to

automobile research, but also to research in marketing, customer loyalty, and cultural studies.

In order to address the concept of customer loyalty, it is important to

understand the mechanisms underlying loyalty in the logistics outsourcing context. For this

reason, the starting point of the present research will be the study of Wallenberg, who studied

customer loyalty within relationships between automobile sector and their customers. On this

basis, factors that can be surmised to determine customer loyalty in such relationships will be

proposed and interdependencies between these factors will be identified. The resulting

comprehensive explanatory model of customer loyalty will not only provide insights into the

constitution of customer loyalty, but will also serve as the basis for subsequent analyses.

Before being able to apply such management techniques, though, a thorough understanding of

cultural differences between different countries is necessary. The present study will therefore

provide a starting point for such analyses by investigating cultural differences between two

important markets for automobile outsourcing, the USA and Germany. Particular differences

between Germany and the USA will be identified and applied to the previously devised customer

loyalty model. As a result, differences between the two countries with respect to the formation of

customer loyalty can be inferred. Finally, this study will investigate in how far different

relationship conditions influence the development of customer loyalty. For this purpose,

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important relationship characteristics will be identified and their moderating influences on the

customer loyalty model will be examined. This will provide information on the robustness of the

customer loyalty model versus relational contingencies and will suggest if it is necessary to

differentiate customer loyalty efforts accordingly.

1.3 NEED OF THE PROJECT

A study on customer level of satisfaction in towards Ask Automotive

sector.

To identify the loyalty of customer towards ASK Automotive sector.

To measure the specific reasons for satisfaction and dissatisfaction in .

To identify the recommendations of ASK Automobile product to others by

existing loyal customers.

1.4 SCOPE OF THE PROJECT

Scope of the study mainly to know the current level of customer satisfaction.

Scope of the study mainly to know the loyalty of the customer towards the

company.

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To give suggestion regarding improvement of performance standard of the

Company

To inform the management about current level.

LIMITATION OF THE STUDY

Time limit restricts detailed survey work for this particular topic of research

The survey is restricted to the customers of OEM customers who are

involved in imports.

Some customers have lack of time, so they may not communicate The sample .

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Objective and purpose of the study

OBJECTIVE The main objective of the project is to determine what strategy we adopt to satisfy our customer. Today’s customers face a growing range of choices in the products and services they can buy. They base their choices on perceptions of quality, value and service. Companies need to understand the determinants of customer value and satisfaction. Customer delivered value is the difference between total customer value and total customer cost. Customers will normally choose the offer that maximizes their delivered value.

In this project we will study the Strategy of ASK automotive pvt. Ltd. for satisfaction of their customer delighters . ASK Automotive pvt.Ltd is an Automobile parts manufacturing company, India’s largest brake shoe supplier to Automobile Original Equipment Manufacturing unites. ASK automotive facilities are World Class. We will know through this project what strategy we adopt to satisfy our customer.

Customer satisfaction is the outcome felt by buyers who experience a company performance that fulfills expectations. Customers are satisfied when their expectations are met, and delighted when their expectations are exceeded. Satisfied customers tend to remain loyal longer, buy more, are less price sensitive, and talk favorably about the company

To deliver customer value and satisfaction, companies must manage their own value chains and the entire value delivery system in a customer centered way. The company’s goal is not only to get customers but, even more importantly, to retain customers. There is a very high cost to a lost customer.

Customer relationship marketing provides the key to retaining customers and involves building financial and social benefits as well as structural ties to customers.

Companies must decide the level at which they want to build relationships with different market segments and individual customers, from such levels as basic, reactive, accountable and proactive to full partnership. Which is best depends on customer profitability measured over a lifetime, and whether the costs required to attract and retain that customer provide value to the firm .

Total quality management TQM has become a major approach to providing customer satisfaction and company profitability. Companies must understand how their customer perceives quality and how much quality they expect. Companies must then do a better job of meeting consumer quality expectation than their competitors do. Delivering quality requires total management and employee commitment as well as measurement and reward systems. Marketers play an especially critical role in their company’s drive toward higher quality

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Significance of the study

This section starts with a discussion of the overall methodological approach to the empirical investigation. This project is a comprehensive study on methods for translating market demands into companies strategies for customer delighters , and, through this, identify the determinants of value creation in a given market. This project discusses the strategy of ASK Automotive pvt. Ltd., a well known company in India as Auto brake shoe manufacturing company also an ISO/TS 16949:2002 certified company, Company Profile ,the theoretical background, main results, the conclusions and implications are discussed

We then develop a design to help us determine the following constructs:

Market Demand (Customer Survey)

Company Competencies

Designing Product

Strategies for Pricing

Implementation of Total Quality Management

Competitive Marketing Strategies

The Population

1.Customers

2.Suppliers

3.Automobile co

Sampling

The sample space is based on the Original Equipment Manufacturers (OEM’s) customers. The Customer feed back forms are also attached of those customers. Though the product is also used International and in Trade market but it is not possible to get data from those customers. As OEMs, are themselves maximum contributors to the sale of ASK Automobile pvt. Ltd. so the sample space is quite satisfied.

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Collection of data

Source of data can be categorized in to two:-

Primary data:- Data that is collected in reference to the particularly based on customer feed back . it is collected through questionnaires in the form of customer feed back form.

Secondary data:-Data has been generated from the previously conducted researches. it is usually collected from magazines, publications, newspaper, reports of research agencies etc

Questionnaire Design

Questionnaire designing is a complex task. The questionnaires basically designed based on the problem solving for customer delight. Important highlight of this project is that the analysis has been attempted in such a manner that it provides an ample scope of incorporating suggestions & implications .The project contains all the necessary inputs required for identifying the determinants of Customer Satisfaction in the current competitive market, which is a competition-based approach in real business world

.

Rationale

The reason for this project is that Today’s customers face a growing range of choices in the products and services they can buy. They base their choices on perceptions of quality, value and service . Companies need to understand the determinants of customer value and satisfaction. Company’s first task is to create customers. However, creating customers can be a difficult task. Today’s customers face a vast array of product and brand choices, prices and suppliers. The company must answer a key question: How do customers make their choices? The answer is that customers choose the marketing offer that gives them the most value. Customers are value maximizes , within the bounds of search costs and limited knowledge, mobility, and income. They form expectations of value and act upon them. Then they compare the actual value they receive in consuming the product to the value expected, and this affects their satisfaction and

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repurchase behavior. We need to examine the concepts of customer value and customer satisfaction more carefully.

Conceptual Discussion

Customer Satisfaction:-

Satisfaction is a person’s feelings of pleasure or disappointment resulting from comparing a product’s perceived performance ( or outcome)_ in relation to his or her expectations.

Customer Focus

:Materials are supplied as per the customers order, viz.,

i. Quantity

ii. Variety

iii. Timely dispatched.

iv. Type of packing.

v. Transport Selection.

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Special Requirement Of Customers:

In addition to our regular products, request for special products are received. It is the endeavor of the company to see that special characteristics are in built into the products, to satisfy the specific requirement of the customer. Some of the special requests are :- -

Size of end connection

. Special packaging requirement.

Special colors of paints used etc.

Customer Grievances : As with the business, certain grievances would also be arising. Prompt action is taken to remove any irritants so that grievances are reduced at the first place. Main grievances that the unit gets are :

Supply of material at short notice period in the season. We do inform, the customers, the minimum time required to supply the materials.

Quality related problems are very few and the reasons are1. Quality raw materials are used.2. Proper processes are adopted at different stages of manufacture etc.

Customer Feedback:

As a part of ISO-9001:2000 system, the company collects feedback from the customers at regular intervals. Such feedbacks are by various methods, viz.,

By sending a standard format & collecting the data

From our marketing personnel, while they interact with customers during tours.

As and when the customers visit the unit.

We also send the information, such as Action Taken, based on the feedback received from various sources.

The company receives Customer Property, such as Labels, Instruction booklets which are to used before dispatching the products. The company takes care of keeping such property, safely

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Need For Customer Retention:-

Here are some interesting facts bearing on customer retention:-

➢Acquiring new customer can cost five times more than the costs involved in satisfying and retaining current customers. It requires a great deal of effort to induce satisfied customers to switch away from their current suppliers.

➢ The average company loses 10 percent of its customers each year.

➢ A 5 percent reduction in the customer defection rate can increase profits by 25 percent to 85 percent, depending on the industry.

➢ The customer profit rate tends to increase over the life of the retained customer.

The Key To Customer Retention Is Customer Satisfaction. A Highly Satisfied Customer :

➢ Stays loyal longer.

➢ Buys more as the company introduces new products and upgrades existing products.

➢ Talks favorably about the company and its products

➢ Pays less attention to competing brands and advertising and is less sensitive to price.

➢ Offers product or service ideas to the company.

➢ Costs less to serve than new customers do because transactions are reutilized

Customer communication

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It is very important to have good communication between the unit & the CUSTOMERS for the growth of the business. Various steps are taken to achieve the above goal.

Product Literature :

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Each of our distributor / dealer are given Product Literature, which explains various factors, such as type of materials used, performance characteristics, prices etc. which will help in understanding the product quality and also compare with similar products available in the market.

Data Product :

In addition to the above, related product data, i.e. how to install, how to maintain, related materials required to install & use our products etc. are provided by the OEM.

Service Information :

Installation & maintenance booklet gives broad guidelines and helps in carrying out minor service requirements. In case of major problem, the company directly consult with the OEM company.

Call Back Services :

The type of product is such that call back services are in general not required. In case of any manufacturing defect, the company does the necessary rectification, free of charges.

Warranty:

In general the company offers warranty for the products for a period of one year, for any kind of manufacturing defects. Most of the time, it is observed that the products fails due to 1) Low voltage and 2) Improper installation.

ISO-9001:2000 / QUALITY CERTIFICATION: The company has adopted ISO-9001:2000 system and has informed all its customers about this fact.

Publicity:

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The company does issue advertisement is communicate the information to the customers about the product, company's philosophy, introduction of new items etc

Marketing:-

Marketing is the function by which a firm or other economic organization designs, promotes and delivers goods and services for customers and clients. The hallmarks of modern marketing are customer oriented and a long range of strategic viewpoint that makes an organization respective to its ever-changing environment. In the view, the critical function performed by every economic organization is creation of customer satisfaction through the provision of goods and services carefully developed in response to customer needs. For this business firm, profit is a reward for creating a satisfied customer.

Marketing Mix :-

Marketing mix is the set of marketing tools that the firm uses to pursue its marketing objective in the target market.

These marketing tools are classified into four broad groups that called the

Four P’s of Marketing :-

i.PRODUCT

ii.PRICE

iii.PLACE

iv.PROMOTION

What is a customer ?

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A Customer is the most important person ever in this office…In pension or by mail.

A Customer is not dependent upon us… We are dependent upon him.

A customer is not an interruption of our work… he is the purpose of it. We are not doing favor by serving him.. he is doing us a favor by giving us the opportunity to dos so.

A customer is not someone to argue or match wits with. Nobody ever won an argument with a customer.

A customer is a person who brings us his wants. It is our job to handle them profitably to him and to ourselves.

Customer Satisfaction in 7 Steps

1. Encourage Face-to-Face Dealings

This is the most daunting and downright scary part of interacting with a customer. If

you're not used to this sort of thing it can be a pretty nerve-wracking experience. Rest assured,

though, it does get easier over time. It's important to meet your customers face to face at least

once or even twice during the course of a project.

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2. Respond to Messages Promptly & Keep Your Clients Informed

This goes without saying really. We all know how annoying it is to wait days for a

response to an email or phone call. It might not always be practical to deal with all customers'

queries within the space of a few hours, but at least email or call them back and let them know

you've received their message and you'll contact them about it as soon as possible. Even if you're

not able to solve a problem right away, let the customer know you're working on it.

3. Be Friendly and Approachable

A fellow Site Pointer once told me that you can hear a smile through the phone. This is

very true. It's very important to be friendly, courteous and to make your clients feel like you're

their friend and you're there to help them out. There will be times when you want to beat your

clients over the head repeatedly with a blunt object - it happens to all of us. It's vital that you

keep a clear head, respond to your clients' wishes as best you can, and at all times remain polite

and courteous.

4. Have a Clearly-Defined Customer Service Policy

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This may not be too important when you're just starting out, but a clearly defined

customer service policy is going to save you a lot of time and effort in the long run. If a customer

has a problem, what should they do? If the first option doesn't work, then what? Should they

contact different people for billing and technical enquiries? If they're not satisfied with any

aspect of your customer service, who should they tell? There's nothing more annoying for a

client than being passed from person to person, or not knowing who to turn to. Making sure they

know exactly what to do at each stage of their enquiry should be of utmost importance. So make

sure your customer service policy is present on your site -- and anywhere else it may be useful.

5. Attention to Detail (also known as 'The Little Niceties')

Have you ever received a Happy Birthday email or card from a company you were a

client of? Have you ever had a personalized sign-up confirmation email for a service that you

could tell was typed from scratch? These little niceties can be time consuming and aren't always

cost effective, but remember to do them.

Even if it's as small as sending a Happy Holidays email to all your customers, it's something. It

shows you care; it shows there are real people on the other end of that screen or telephone; and

most importantly, it makes the customer feel welcomed, wanted and valued.

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6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them Out

Sometimes this is easier said than done! However, achieving this supreme level of

understanding with your clients will do wonders for your working relationship.

7. Honour Your Promises

It's possible this is the most important point in this article. The simple message: when you

promise something, deliver. Clients don't like to be disappointed. Sometimes, something may not

get done, or you might miss a deadline through no fault of your own. Projects can be late,

technology can fail and sub-contractors don't always deliver on time. In this case a quick apology

and assurance it'll be ready ASAP wouldn't go a miss.

Customer Loyalty

Obtaining a thorough understanding of customer loyalty is a prerequisite for the

execution of the research at hand. For that, the development of customer loyalty research within

the framework of relationship marketing will be presented first, before Since the beginning of the

1990s, customer loyalty has gained importance both in relationship marketing research and in

business. In business, this can be attributed to changing market- and competition-environments.

Due to a shift from a sellers’ to a buyers’ market and because of an increasing degree of

38


globalization, most industries find themselves confronted with new challenges. In a first phase,

firms tried to face these challenges by focusing on their internal processes and organizational

structures, trying to achieve cost reductions by concentrating on internal improvements. A

second phase of external focus followed, where firms directed attention to their customers, trying

to retain existing ones and to win over new ones (churning). Since “acquiring new customers is

much more expensive than keeping them”. And “loyal customers are the bedrock of any

business”. A loyal customer base represents a barrier to entry, a basis for a price premium, time

to respond to competitor innovations, and a bulwark against deleterious price competition.

Loyalty is critical to brand volume, is highly correlated to market share, and can be used as the

basis of predicting future market share; consequently, understanding loyalty appears critical to

any meaningful analysis of marketing strategy.

In marketing research, two trends mark the development of

customer loyalty. While individual transactions initially were in the center of marketing research,

the focus shifted towards analyzing relationships states that the ‘traditional’ marketing concept of

the marketing mix with its ‘4 Ps’, developed in the middle of the last century, had been the

established approach until the 1990s. This approach, how-ever, focuses solely on transactions, a

deficit tackled by the relationship marketing approach. At the core of it is the study of

relationships between buyers and sellers of goods or service.

In the supplier-focused perspective, customer loyalty is seen as a bundle of

measures that aim at improving relationships with customers. The supplier is in the center of

attention and the customer is only regarded as the factor at which success of customer loyalty

becomes manifest. Here it becomes clear that this approach contains a conceptual deficit. It is the

39


customer who eventually decides on whether customer loyalty management is successful or not,

because all activities undertaken by a supplier can only be geared at influencing customers to be

loyal. A customer-focused perspective therefore has to be added to evaluate the success of

customer loyalty management.

Before determining which stream the present study can be associated with, however, it

is important to create a clear understanding of different customer loyalty concepts prevalent in

research. This will be accomplished in the following section.

Customer Loyalty Concepts

Reviewing research, it becomes obvious that the notion of customer loyalty is blurred. At

its core, customer loyalty deals with relationships between suppliers and their customers and can

be distinguished from other loyalty aspects, such as brand loyalty, which refer to a more abstract

attachment, such as that towards a brand. Within German customer loyalty literature, the notion

of customer loyalty is even more faceted, encompasses both ‘customer loyalty’ and ‘customer

retention’ distinguishes an active, supplier-focused component and a passive, customer focused

component of customer loyalty.

In the supplier-focused perspective, customer loyalty is seen as a bundle of measures that aim at

improving relationships with customers. The supplier is in the center of attention and the

customer is only regarded as the factor at which success of customer loyalty becomes manifest.

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Here it becomes clear that this approach contains a conceptual deficit. It is the customer who

eventually decides on whether customer loyalty management is successful or not, because all

activities undertaken by a supplier can only be geared at influencing customers to be loyal. A

customer-focused perspective therefore has to be added to evaluate the success of customer

loyalty management.

Within the customer-focused perspective, customer loyalty is conceptualized taking into

account customers’ complex characteristics. These can either be approached as customers’

directly observable actions and/or take into account their attitudes and intentions. Since

customers’ actions are directly influenced by their attitudes and intentions, it is obvious that

these have to be scrutinized to understand and manage loyalty. A third perspective is a synthesis

of the former two approaches. The relationship-focused perspective directly examines the

relationship between suppliers and customers. Accordingly, the objects of study in this

perspective usually are buying behavior in retail contexts and long-term relationships marked by

frequent interaction between suppliers and buyers in industrial contexts.

It is clear that the supplier-focused perspective with its instrumental approach is significantly

different from the other two approaches. Distinguishing the customer- and the relationship-

focused perspective, however, is difficult, because both focus on the customer.

Behaviorist customer loyalty concepts

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Behaviorist concepts of customer loyalty have been at the core of early marketing

research and focus on customers’ observable behavior, as e.g. in purchasing behavior.

Accordingly, customer loyalty is established, when customers demonstrate consistency in their

choice of supplier or brand. “Hard-core” loyalty, when one product alternative is exclusively

repurchased and of “reinforcing” loyalty, when customers switch among brands but repeat-

purchase one or more alternatives to a significant extent. Similarly, customer loyalty as “the

proportion of times a purchaser chooses the same product or service in a specific category

compared to the total number of purchases made by the purchaser in that category“. Pegging

customer loyalty to purchasing behavior, however, is very critical, there can be a multitude of

factors affecting purchasing behavior, such as product availability or special deals, which are not

grasped by looking at purchases alone. A main deficit of the behavioristic approach thus is that it

does not look at the drivers’ behind purchasing behavior.

Another disadvantage of behavioristic customer loyalty concepts is their ex-post

approach. When loyalty is only expressed through purchases, information on customers’

actual loyalty status in between purchases is not available. Consequently, decreasing

loyalty is only recognized after it manifests itself through changed purchasing behavior. Only in

relationships with frequent interaction can a supplier integrate further aspects, such as

complaints, into customer loyalty management. The reason, why behavioristic concepts may still

be valuable, is because the measurement of customer loyalty in this approach does not

necessitate involvement by the customer. The assessment of attitudes and intentions would

always imply customers’ cooperation through participation in surveys. By simply recording

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purchases, e.g. through delivery records in the industrial context or customer cards in a consumer

context; the assessment of customer loyalty poses little difficulty. Particularly in areas, where

most purchases can be easily ascribed to individual customers, as is the case with mail-ordering

or book-stores on the internet, the behavioristic approach is useful for identifying different

customer groups and their characteristics. Such firms, however, can only assess purchases of

their own products, while purchases of competing products go unnoticed. Firms can therefore

neither draw conclusions about relative changes of purchasing behaviors, nor evaluate their

comparative market position.

Neo-behaviorist customer loyalty concepts

These narrow technical definitions do not adequately capture the richness and depth of

the loyalty construct implicit in a relational framework.” Consequently, neo-behavioristic

customer loyalty concepts start at the shortcomings of the behavioristic approach by examining

the causes of loyalty. As early as 1969, Day concluded that “loyalty should be evaluated with

both attitudinal and behavioral criteria” otherwise accidental repeat-purchases, merely resulting

from situational exigencies, would be regarded as indicators of loyalty. There is no agreement,

however, on the question, whether attitudes are part of customer loyalty or merely an antecedent

of it. Some authors propose that only positive attitude can lead to ‘true’ customer loyalty. If

attitude then is a necessary prerequisite of customer loyalty, some drivers of loyalty cannot be

explained. Transaction cost theory, for instance, provides the concept of asset specificity.

Relationship-specific investments create economic switching barriers and therefore increase

customer loyalty. However, the mere repeat purchase of goods or services for reasons of

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economic constraints would not qualify as loyalty, as positive attitudes are not involved. In order

to avoid the outlined problem, it is useful to abstain from defining positive attitude to be a

necessary antecedent of loyalty. Instead, researchers usually consider intentions and observable

behavior to be the constituting elements of customer loyalty.

Determinants of Customer Loyalty

In order to be able to gear marketing activities towards the creation of customer loyalty,

its determinants and their precise effects have to be known. Accordingly, many researchers have

investigated this topic. In order to gain an overview of the determinants identified in these works,

they can be structured in three dimensions:

(1) Company-related determinants refer to the supplier itself or to the goods or services

offered. It is a prerequisite for the existence of customer loyalty that the offered goods or

services create utility for the customer and that they are available. In this respect, an

assessment is usually performed by examining quality. In order to evaluate the price-

performance ratio, customers will pay attention to prices. Customer loyalty will also be

influenced by the reputation a company has and ultimately by customer loyalty programs

offered.

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(2) Relationship-related determinants play a significant role in long-term relationships.

Factors regarding the interaction between supplier and customer, such as

relationship quality, previous experiences, and trust are important. Commitment, which

provides evidence of emotional closeness and moral or normative feelings of obligation,

takes a central role in relationships. Specificity and dependence can lead to economic,

psychological and social switching barriers.

(3) Customer-related determinants are mainly influenced by customers’ characteristics.

In this respect, affect and involvement, and consequently also the importance of the good or

service to the customer, are important.

In addition to the above delineated areas, the effects of the market environment and competition

are researched, as is the link between satisfaction and loyalty, which plays an important role in

the research of customer loyalty and is often placed in one of the three dimensions. However, as

most other determinants influence satisfaction, it cannot be clearly separated and should

therefore be listed as a distinct category.

How to measure and increase customer loyalty

For companies that face both significant competition and high costs associated with acquiring each customer, customer loyalty becomes crucial. Studies have shown that organizations with loyal customers had profits of up to 60 percent higher than those of competitors. They were also twice as likely to exceed the forecasts of financial analysts. In addition, high customer satisfaction scores consistently show a correlation with sales growth. The bottom-line equation is simple: customer loyalty = higher profits. It’s no wonder that customer loyalty and retention consistently rank among the top challenges faced by CEOs, as shown by Gartner surveys of CEOs and business executives.

Measure customer loyalty

To measure the attitudes that result in this model, customers are asked to rate their overall satisfaction on a scale of 1 to 10(horizontal axis) and their likelihood to continue to do business

45


with you on a scale of “Definitely Will” to “Definitely Will Not” (vertical axis). In this model, “Defectors” are defined as anyone who answers the satisfaction question with a score of 6 or less and reports that they definitely or probably will not continue to do business with you in the future.

Figure 1: The Apostle Model measures both loyalty and satisfaction. By plotting the scores for both variables, you can segment customers into four categories.

How to measure and increase customer loyalty

Strategies for each customer segment By asking your customers to rate your company in a similar survey, you can segment your customers as well. Once you know how your customers fit into these categories, you can focus on the best strategies for dealing with each group.

Loyalists Report both high satisfaction and high loyalty. These customers are, in essence, an extension of your sales force because they spread positive word-of-mouth publicity. Loyalists also typically increase their spending more rapidly than other customers in your customer base. Understand, serve, and protect these customers and focus on developing communities for (and with) them. Because relationships with loyalists tend to last longer and because of their role in generating referrals, customer acquisition costs for loyalists tend to be lower than those for other customers. Because of the many benefits loyalists bring to your business, you should prioritize any strategies that strengthen and expand these relationships.

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HOSTAGE LOYALITIES

DEFECTORS MERCENARES


Hostages

Report high loyalty despite low satisfaction. This situation typically appears when there is little competition or a high risk associated with changing suppliers, such as economic costs or time investments. Customers in this category feel “trapped.”

For such customers, focus on strategies that can turn them into loyalists by understanding and addressing their issues before they spread their dissatisfaction to others or abandon your company. Communicating intensively with such customers is crucial: If they see that you’re listening to them, addressing their issues, and making it easier to use your product or service, they’re less likely to decrease their spending and more likely to say positive things about you.

Mercenaries

Report high satisfaction, but low loyalty. These are the customers who are highly price-sensitive and will switch easily when they have the opportunity. For such customers, focus on communicating those benefits of your product or service that show they’re getting good value overall from your company.

Defectors

Report both low satisfaction and low loyalty. In addition to the costs associated with losing them, defectors also tend to spread their disgruntlement to others—defectors are typically responsible for80 to 90 percent of a company’s negative word-of-mouth publicity. Defectors also tend to complain more frequently, thereby consuming customer service resources. Focus on strategies for releasing these customers with good will intact or implement a well-designed customer win-back program. Another popular model for measuring customer loyalty is Fred Reich held’s Net Promoter Score (NPS),explained in his latest book,

The Ultimate Question Using the question “How likely is it that you would recommend Company X to a friend or colleague?” customers are mapped into three categories: promoter, passive, and detractor. You can then quantify the value of a promoter or detractor and use the results to develop strategies for turning more of your customers into promoters

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Measure emotional vs. rational customer loyalty

Another aspect of customer loyalty involves the difference between emotional and rational loyalty. Are your customers rationally loyal because they appreciate the tangible benefits of your products or services? Are they emotionally loyal because they love your business and how you make them feel? Or is it some combination of the two? According to Dr. Gerald Zaltman of Harvard Business School, Laboratory of the Consumer Mind, “Consumers are driven far less by tangible attributes of products and services than by subconscious sensory and emotional elements derived from the total experience surrounding a transaction.”Because customers who are rationally loyal often know how to “work the system,” they tend to be less profitable than customers who are also emotionally loyal. For that reason, it’s important to measure both dimensions of loyalty and to take steps to increase your customers’ emotional loyalty. Customers who have a high degree of both rational and emotional loyalty are considered to be “engaged’ customers.

Measure and enhance emotional loyalty

The following questions are examples of how to measure emotional loyalty, which is closely related to whether customers think your organization has their best interests at heart To measure this dimension, use scale of 1 to10, where 1 is “Strongly Disagree” and 10 is.“Strongly Agree".

<Company> behaves with fairness and integrity.

”<Company> strives to understand a customer’s needs

<Company> strives to meet its commitments to a customer

<Company> resolves conflicts with a customer fairly

<Company> communicates openly and honestly with a customer

<Company> is committed to a customer’s success

<Company> makes a customer feel appreciated

<Company> is deserving of a customer’s loyalty

To enhance emotional loyalty, focus on turning customer problems into opportunities for your company. Research shows that customers who complained and felt that a company adequately addressed their problems reported higher loyalty than customers who didn’t complain. Also, train all customer-facing employees to act as ambassadors of messages your customers most need to hear, such as “we appreciate you.” Above all, focus on strategies that engage customers’ emotions, such as passion, intimacy and partnership, interdependency, and commitment.

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Examples of companies that have done so extraordinarily well include Apple, Google, and Harley Davidson.

Use salesforce.com resources to increase customer loyalty

Finding out where you stand in terms of customer loyalty is the first step toward increasing it. To help measure your customers’ attitudes, the App Exchange includes a number of partner apps—such as Zoomerrang and Click tools—for collecting and analyzing customer responses from within Sales force CRM . Such tools can also provide real-time feedback at customer touch points such as an event or service call. Research into how companies use customer feedback shows some surprising results.

1 Market Tools, Inc. “Best Practices in Customer Satisfaction and Loyalty Programs”

2 Market Tools, Inc. “How to Approach Customer Experience Management”

For more information

Contact your account executive to learn how we can help you accelerate your CRM success.

For example, although 95 percent of all companies collect customer feedback in some form, surprisingly few report actually using that information constructively. Only 50 percent report sharing this information with staff, 30 percent report basing important decisions on that information, 10 percent use the information to deploy new products or services, and only 5 percent share it with their customers. It’s obvious that a lot of potential is lost—a loss that provides any company that leverages such information with a significant competitive advantage. Here are some suggestions for doing just that:

Decide on mechanisms for sharing satisfaction data with your customers, such as dashboards on your Web site or periodic updates in your newsletters.

If your organization has user groups, engaging with those groups is a powerful way of building loyalty. Consider assigning an employee to act as a liaison to customers and keep them informed about what happened to their feedback.

Create a portal that lets customers register their level of satisfaction with your products/services and requires that you be accountable if satisfaction slips below a certain level of service

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50


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4.1 Customer perception about ASK Quality

TVS SUZUKI HEROHONDA HONDA MAHINDRA0

1

2

3

4

5

6

QUALITY

Series 1

INTERPRETATION

As per the responses obtained from the participant customers of ASK, it has been clear that

Mahindra is the least satisfied company regarding the quality of the material. Hence company

should focus to improve its product quality especially for Mahindra and also should address the

unsatisfactory responses from Bajaj.

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3.2 Customer Perception about Warranty

TVS HMSI HEROHONDA SUZUKI MAHINDRA0

1

2

3

4

5

6

Series 1 5

WARANTY

RATI

NG

&

HEROHONDA,HMSI,MAHINDRA,SUZUKI till date not received any warranty complain about ask Automotive Products . But Tvs has some warranty problem because of communication problem. So compny should look after this problem.

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4.3 About ASK AUTOMOTIVE Product Quality Consistency

HMSI HEROHONDA TVS SUZUKI MAHINDRA0

1

2

3

4

5

6

QULITY COSISTENCY

Series 1

COMPANY

RATI

NG

INTERPRETATION

Though all the participants highly praised ASK for its quality consistency, but the response obtained from Mahindra is somehow different from others. So company needs to address this problem shortly.

Customer perception about product performance

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INTERPRETATION

Though all the participants highly praised ASK for its quality consistency, but the response obtained from Mahindra is somehow different from others. So company needs to address this problem shortly.

4.5 Customer Perception About ASK’s overall product quality &performance W.R .T . Competitors

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MAHINDRA HEROHONDA HMSI TVS SUZUKI4.2

4.3

4.4

4.5

4.6

4.7

4.8

4.9

5

5.1

Series 1

COMPANY

RATI

NG


QUALITY LEAD TIME PREFORMANCE DELIVERY TIME0

1

2

3

4

5

6

7

8

9

10

COMPITATERASK

INTERPRETATION

ASK automotive facility is world class. So quality & performance is comparable good as per competitors

Q.6 Do you need product samples to be tested before conforming a particular supplier

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not every time33%

each time50%

not required17%

Sample test

INTERPRETATION

Most of the customers said they need each time a sample to be tested before selecting a particular

supplier. So company may focus this response.

3.6 New Product first sample quality/performance

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MAHINDRA HEROHONDA TVS SUZUKI HMSI0

1

2

3

4

5

6

Series 1

Series 1

This shows attention required for new product quality & performance

3.7 Customer Perception about reliability to supplier

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Reliability

yescant sayno

INTERPRETATION

As per the response obtained it can be said that the customers are well satisfied with the overall reliability of ASK.

3.8.Innovation Technique For Improvemen t

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Tvs Tvs Tvs SUZUKI MAHINDRA0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5Series 1

Series 1

As Per Opinion of customers ask has to improve its innovation Technique for improvements

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3.9 Product Price of ASK Automotive Supplied parts

SATISFIED17%

QUITE SATISFIED50%

SOMEWHAT SATISFIED33%

Price is not a issue for all customers. As it is pre-decided at the time of development. But they want regular cost reduction on price strategies

3.10 Delivery performance of ASK Pvt.ltd

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Tvs HMSI HEROHONDA SUZUKI MAHINDRA0

1

2

3

4

5

6 Series 1

Series 1

Except tvs all the firms are satisfied with the ask delivery service. Because tvs is far distance from ask plant

.

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3.11 Packing of ASK products

SATISFIED50%

QUITE SATISFIED33%

SOME-WHAT

SATISFIED17%

PACKAGING

. INTERPRETATION

As majority of the customers are quite satisfied with the packaging of ASK, so company need not to be worried

about its current packaging. But as packaging is also a major attribute for industrial customers so company may

think of introducing timely innovation in packaging

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3.12 SRV rejection PPM

The SRV rejection Level Of all customers under the specified limit. This is Acceptable by all customers. But still improvement required. This is the data of last six months.

3.13 Line Rejection PPM .

ASK has to keep attention on line rejection on customer end.

3,14No of customer complain

SATISFIED33%

QUITE SATISFIED17%

SOMEWHAT SATISFIED50%

after sale service

. INTERPRETATIONAs it can be understood from the responses that majority of the customers are somewhat satisfied with the current after sales service of ASK. So company should try to enhance this for getting more customers satisfaction

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4.1Conclusion

The main aim of this project is to develop an approach to market demand that can be operationalised and translated into company competencies and strategies using

industry professionals as informants. Based on their input, mental maps are derived as a means of linking the external and internal aspects.

The company has identified important market characteristics or market demand dimensions by analyzing existing market research materials, conducting new market research or analyzing past experience of new product successes and failures. Quality performance of ASK is quiet satisfactory to the customers .TVS is getting problem in one part frequently. So ASK has to put the case to ASK R& Department for analysis & taking the appropriate countermeasure to solve this problem. ASK has to reduce his quality rejection on customer line for customer satisfaction.

Every customer wants there should not any delay in product lunch. So ASK has to keep special attention for new product development time. There should not any delay in development of new product. For relational marketing special cost reduction is required to customers. So ASK has to reduce the cost reduction by adding value to its product or by other means.

It is found than at the time of new product development ASK has to give special care of quality. Before dispatch to customer ASK has to take special trail of product to avoid any problem to customer.

First impression is last long. So packing is the initial stage which is seen by the customer. So packing stand of ASK to improve for customer stasisfaction.the packing should be carried out based upon the product safety first.

So these are some conclusion of this project for customer delight.

4.2RECOMMENDATIONS

Strategies require to ASK Automotive .

To sustain in the market every company devise a well thought out strategies to satisfy the customer. Ask is a world-class company. It has good manufacturing facility. It’s research &development center is equipped with good & modern machines. ASK has to put TQM deployment for customer delight. The rejection at customer end should be properly analyzed. &Corrective action to taken by ASK.

As per Survey report, every company has different problem according to them . So ASK has to

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analyses the problem & should take the corrective action for fulfillment of customer requirement.

Present market condition is very tight due to more competition .So pricing strategy of ASK has to check of new models. Regular cost reduction is a good strategy for customer retention. Optimization in Quality, cost, delivery & safety will be the main strategy for ASK. As customer main focus is on these issues. ASK has to maintain the quality standard by applying the effective quality systems. Innovative idea’s to be implemented for better results.

Communicate. Whether it is an email newsletter, monthly flier, a reminder card

for a tune up, or a holiday greeting card, reach out to your steady customers.

Customer Service. Go the extra distance and meet customer needs. Train the staff

to do the same. Customers remember being treated well.

Employee Loyalty. Loyalty works from the top down. If you are loyal to your

employees, they will feel positively about their jobs and pass that loyalty along to

your customers.

Employee Training. Train employees in the manner that you want them to interact with

customers. Empower employees to make decisions that benefit the customer.

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Customer Incentives. Give customers a reason to return to your business. For instance,

because children outgrow shoes quickly, the owner of a children’s shoe store might offer

a card that makes the tenth pair of shoes half price. Likewise, a dentist may give a free

cleaning to anyone who has seen him regularly for five years.

Reliability. If you say a purchase will arrive on Wednesday, deliver it on Wednesday. Be

reliable. If something goes wrong, let customers know immediately and compensate them

for their inconvenience.

Be Flexible. Try to solve customer problems or complaints to the best of your ability.

Excuses — such as "That's our policy" — will lose more customers then setting the store

on fire..

People over Technology. The harder it is for a customer to speak to a human being when

he or she has a problem, the less likely it is that you will see that customer again.

Know Their Names. Remember the theme song to the television show Cheers? Get to

know the names of regular customers or at least recognize their faces.

Product Awareness. Know what your steady patrons purchase and keep these items in

stock. Add other products and/or services that accompany or compliment the products

that your regular customers buy regularly. And make sure that your staff understands

everything they can about your products.

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BIBLIOGRAPHYMAGAZINE➢ BUSINESS today.

➢ Economic times

BOOKS

➢ Business policy & Strategic management.

➢ C.R Kothari, Research Methodology

I

➢ ASK AUTOMOTIVE PVT.LTD Internet site.

WWW.GOOGLE.COM SLIDE SHARE .COM

➢ WIEKIPEDIA

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http://WWW.GOOGLE.COM/


QUSTIONARYCustomer feed backAfter reading each statement please state your valuable rating for each statement.

Criteria for the ranking :5 rank-best,4-very good, 3-good ,4-poor, 5-wrost .

Q.1 How would you rate the quality of the product you buy from ASK?

1-BEST 2-VERY GOOD 3-GOOD 4-POOR 5-WROST

Q.2 Kindly rate the warranty conditions offered by ASK as compared to its product quality?


Q.3 Is ASK consistent in delivering quality product as per your expectation?


Q.4 How satisfied you are with the product performance of ASK?


Q.5 With respect to your other suppliers, how would you rate the overall product 1-


Q.6 Do you need product samples to be tested before conforming a particular

supplier?

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Q.7 Do you think ASK is truly a reliable supplier ?


Q.8 To what extent you are satisfied with the price of ASK ?


Q.9 How satisfied you are with the packaging of ASK ?


Q.10 How would you rate the after sales service of ASK?


CustomersPerson contacted:Department:Designation;Signature:Date;

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Documents

Project Report on Ask Automotive in Customer Satisfaction and Brandlolity