A Study on Costumer Satisfaction Towards After Sales Service of Kairali Ford

Customer Satisfaction is a person’s feelings of pleasure or disappointment resulting from comparing a product’s perceived performance relation to his/her expectations. If the performance falls short of expectations, the customer is dissatisfied. If the performance matches the customer is satisfied.

If the performance exceeds the expectations the customer is highly satisfied. Customer satisfaction is a marketing tool and a definite value added benefit.According to Philip kotler- “Satisfaction is a person’s feeling of pleasure or disappointment resulting from comparing a product’s perceived performance (or outcome) in relation to his experience. In today’s competitive environment, every organization is trying to attract the customers by assuring highest degree of satisfaction. Satisfied customers are the main determinants of success or failure of the business of an organization. Customer’s, who are satisfied, come and continue to buy the products and services of the organization they also recommend the products to other buyers.

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Acute measurement of customer satisfaction helps in identification of the gap between the customer expectations and real performance of the product supplied by the organization. If the customers are not satisfied with the products and services of the organization, the reasons for dissatisfaction are identified and timely corrective and preventive action is taken to meet customer expectations. The study which tries to find out the Quality of Service in KAIRALI Ford,Ernakulam. It also tries to suggest suitable steps that should be taken by the kairali ford in order to improve the Service Quality.INDUSTRY PROFILE INDUSTRY PROFILE Ford Motor Company (also known as simply Ford) is an American multinational automaker headquartered in Dearborn, Michigan, a suburb of Detroit.

It was founded by Henry Ford and incorporated on June 16, 1903. The company sells automobiles and commercial vehicles under the Ford brand and luxury cars under the Lincoln brand. In the past it has also produced heavy trucks, tractors and automotive components. Ford owns small stakes in Mazda of Japan and Aston Martin of the United Kingdom.It is listed on the New York Stock Exchange and is controlled by the Ford family, although they have minority ownership.

Ford introduced methods for large-scale manufacturing of cars and large-scale management of an industrial workforce using elaborately engineered manufacturing sequences typified by moving assembly lines; by 1914 these methods were known around the world as Fordism. Ford’s former UK subsidiaries Jaguar and Land Rover, acquired in 1989 and 2000 respectively, were sold to Tata Motors in March 2008. Ford owned the Swedish automaker Volvo from 1999 to 2010.In 2011, Ford discontinued the Mercury brand, under which it had marketed entry-level luxury cars in the United States since 1938.

Ford is the second-largest U. S. -based automaker and the fifth-largest in the world based on 2010 vehicle sales. At the end of 2010, Ford was the fifth largest automaker in Europe. Ford is the eighth-ranked overall American-based company in the 2010 Fortune 500 list, based on global revenues in 2009 of $118.

3 billion. In 2008, Ford produced 5. 532 million automobiles and employed about 213,000 employees at around 90 plants and facilities worldwide. 0th century Henry Ford’s first attempt at a car company under his own name was the Henry Ford Company on November 3, 1901, which became the Cadillac Motor Company on August 22, 1902, after Ford left with the rights to his name. The Ford Motor Company was launched in a converted factory in 1903 with $28,000 in cash from twelve investors, most notably John and Horace Dodge (who would later found their own car company).

During its early years, the company produced just a few cars a day at its factory on Mack Avenue in Detroit, Michigan.Groups of two or three men worked on each car, assembling it from parts made mostly by supplier companies contracting for Ford. Within a decade the company would lead the world in the expansion and refinement of the assembly line concept; and Ford soon brought much of the part production in-house in a vertical integration that seemed a better path for the era. Henry Ford was 39 years old when he founded the Ford Motor Company, which would go on to become one of the world’s largest and most profitable companies, as well as being one to survive the Great Depression.As one of the largest family-controlled companies in the world, the Ford Motor Company has been in continuous family control for over 100 years. After the first modern automobile was already created in the year 1886 by German inventor Carl Benz (Benz Patent-Motorwagen), more efficient production methods were needed to make the automobile affordable for the middle-class; which Ford contributed to, for instance by introducing the first moving assembly line in 1913.

In 1908 Ford introduced the first engine with a removable cylinder head, in the Model T.In 1930, Ford introduced the Model A, the first car with safety glass in the windshield. Ford launched the first low priced V8 engine powered car in 1932. Ford offered the Lifeguard safety package from 1956, which included such innovations as a standard deep-dish steering wheel, optional front, and, for the first time in a car, rear seatbelts, and an optional padded dash. Ford introduced child-proof door locks into its products in 1957, and in the same year offered the first retractable hardtop on a mass-produced six-seater car. The Ford Mustang was introduced in 1964.

In 1965 Ford introduced the seat belt reminder light. With the 1980s, Ford introduced several highly successful vehicles around the world. During the 1980s, Ford began using the advertising slogan, “Have you driven a Ford, lately? ” to introduce new customers to their brand and make their vehicles appear more modern. In 1990 and 1994 respectively, Ford also acquired Jaguar Cars and Aston Martin. During the mid- to late 1990s, Ford continued to sell large numbers of vehicles, in a booming American economy with a soaring stock market and low fuel prices.With the dawn of the new century, legacy healthcare costs, higher fuel prices, and a faltering economy led to falling market shares, declining sales, and diminished profit margins.

Most of the corporate profits came from financing consumer automobile loans through Ford Motor Credit Company. 21st century William Clay Ford, Jr. , great-grandson of Henry Ford, serves as the executive chairman at the board of Ford Motor Company. By 2005, both Ford and GM’s corporate bonds had been downgraded to junk status, as a result of high U. S. ealth care costs for an aging workforce, soaring gasoline prices, eroding market share, and an over dependence on declining SUV sales.

Profit margins decreased on large vehicles due to increased “incentives” (in the form of rebates or low interest financing) to offset declining demand. In the latter half of 2005, Chairman Bill Ford asked newly appointed Ford Americas Division President Mark Fields to develop a plan to return the company to profitability. Fields previewed the Plan, named The Way Forward, at the December 7, 2005 board meeting of the company and it was unveiled to the public on January 23, 2006. The Way Forward” included resizing the company to match market realities, dropping some unprofitable and inefficient models, consolidating production lines, closing 14 factories and cutting 30,000 jobs. Ford moved to introduce a range of new vehicles, including “Crossover SUVs” built on unibody car platforms, rather than more body-on-frame chassis.

In developing the hybrid electric powertrain technologies for the Ford Escape Hybrid SUV, Ford licensed similar Toyota hybrid technologies to avoid patent infringements.Ford announced that it will team up with electricity supply company Southern California Edison (SCE) to examine the future of plug-in hybrids in terms of how home and vehicle energy systems will work with the electrical grid. Under the multi-million-dollar, multi-year project, Ford will convert a demonstration fleet of Ford Escape Hybrids into plug-in hybrids, and SCE will evaluate how the vehicles might interact with the home and the utility’s electrical grid. Some of the vehicles will be evaluated “in typical customer settings”, according to Ford.

William Clay Ford Jr. great-grandson of Henry Ford (and better known by his nickname “Bill”), was appointed Executive Chairman in 1998, and also became Chief Executive Officer of the company in 2001, with the departure of Jacques Nasser, becoming the first member of the Ford family to head the company since the retirement of his uncle, Henry Ford II, in 1982. Upon the retirement of President and Chief Operation Officer Jim Padilla in April 2006, Bill Ford assumed his roles as well. Five months later, in September, Ford named Alan Mulally as President and CEO, with Ford continuing as Executive Chairman.In December 2006, the company raised its borrowing capacity to about $25 billion, placing substantially all corporate assets as collateral.

Chairman Bill Ford has stated that “bankruptcy is not an option”. Ford and the United Auto Workers, representing approximately 46,000 hourly workers in North America, agreed to a historic contract settlement in November 2007 giving the company a substantial break in terms of its ongoing retiree health care costs and other economic issues. The greement included the establishment of a company-funded, independently run Voluntary Employee Beneficiary Association (VEBA) trust to shift the burden of retiree health care from the company’s books, thereby improving its balance sheet. This arrangement took effect on January 1, 2010. As a sign of its currently strong cash position, Ford contributed its entire current liability (estimated at approximately US$5. 5 billion as of December 31, 2009) to the VEBA in cash, and also pre-paid US$500 million of its future liabilities to the fund.

The agreement also gives hourly workers the job security they were seeking by having the company commit to substantial investments in most of its factories. The automaker reported the largest annual loss in company history in 2006 of $12. 7 billion, and estimated that it would not return to profitability until 2009. However, Ford surprised Wall Street in the second quarter of 2007 by posting a $750 million profit. Despite the gains, the company finished the year with a $2.

7 billion loss, largely attributed to finance restructuring at Volvo. On June 2, 2008, Ford sold its Jaguar and Land Rover operations to Tata Motors for $2. billion. During November 2008, Ford, together with Chrysler and General Motors, sought government bridge loans at Congressional hearings in Washington, D. C. in the face of conditions caused by the 2008 financial crisis.

The three companies presented action plans for the sustainability of the industry. Ford opted not to seek government loans. GM and Chrysler received government loans and financing through T. A. R.

P. legislation funding provisions. On December 19, the cost of credit default swaps to insure the debt of Ford was 68 percent the sum insured for five years in addition to annual payments of 5 percent.That meant $6. 8 million paid upfront to insure $10 million in debt, in addition to payments of $500,000 per year. In January 2009, Ford reported a $14.

6 billion loss in the preceding year, a record for the company. The company retained sufficient liquidity to fund its operations. Through April 2009, Ford’s strategy of debt for equity exchanges erased $9. 9 billion in liabilities (28% of its total) in order to leverage its cash position. These actions yielded Ford a $2. 7 billion profit in fiscal year 2009, the company’s first full-year profit in four years.

In 2012, Ford’s corporate bonds were upgraded from junk to investment grade again, citing sustainable, lasting improvements. On October 29, 2012, Ford announced the sale of its climate control components business, its last remaining automotive components operation, to Detroit Thermal Systems LLC for an undisclosed price. On November 1, 2012, Ford announced that CEO Alan Mulally will stay with the company until 2014. Ford also named Mark Fields, the president of operations in Americas, as its new chief operating officer. COMPANY PROFILE COMPANY PROFILEMGF Group is a 1600 crore company committed to customer delight by offering the highest quality in Vehicle dealership, sales and service for the last 70 years.

Our international values are based on a high quality service to the customer with a very high degree of fairness. Kerala Cars Pvt. Ltd. (Kairaliford) is a part of the giant MGF group. Karali Ford is the dealers for Ford Cars in Kerala from Trichur to Trivandrum. Ford India has recently accorded Karali Ford the prestigious and international recognition for ‘QUALITY CARE’.

THOMAS. J.CHERUKARA is the managing director of KAIRALI FORD. We, Kairali Ford are counted among the renowned names as the four wheeler accessories store in Ernakulum. The wide assortment of car accessories is offered by us to meet the diverse needs of the clients.

These four wheeler accessories are used to enhance the decors of cars from interiors and exteriors as well. Apart from the accessories, we are also acknowledged as the trusted four wheeler repair ;amp; service center in Ernakulum. The four wheeler repair services are executed in a satisfactory manner for all the models of cars.Our service station is equipped with all the requisite tools and devices to implement the car maintenance services impeccably. We are backed by the team of efficient automobile engineers and other technicians dedicated towards completing the car servicing works within the promised time frame. The genuine four wheeler spare parts are also available at our workshop for the replacement of damaged ones.

We are aimed towards the prolonged life of the cars of our clients with ultimate maintenance. Being a customer centric centric company; it is our prime responsibility to accomplish their extreme satisfaction.Our name has earned enviable reputation among the patrons for exhibiting all the aforesaid services with excellence and competence at the most reasonable charges. The Motor ;amp; General Finance Limited (MGF) the flagship company of MGF Group was incorporated in 1930. It is one of the oldest finance companies of India. The Company was managed by the Board of Directors under the astute leadership of Shri Ved Prakash Gupta, the founder Chairman of the Company.

His office functioning made the MGF to become a leading Non Banking Finance Company in the country. He was doyen of automobiles financing in India particularly by the hire purchase mode.MGF As an active member of Dhotre and Shah committees constituted by Reserve Bank of India, it was his vast experience and farsightedness which helped in laying the rules and regulations of NBFCs in India. He has remianed President ;amp; Chairman of Hire Purchase and Leasing Associations for quite number of years and had contributed significantly to the growth of the said associations. He had concviction that even the common man can become self reliant and his this vision made thousand of families directly or indirectly benefit themselves OBJECTIVES OF THE STUDY 1.

Primary objectivesTo analyze customer satisfaction on the quality of after sales service at Kairali Ford. 2. Secondary objectives a) To know the general satisfaction level of the customers towards the rate charged for the service. b)To understand the punctuality and efficiency level of the service team. c)To study the satisfaction level of customers towards the reception and billing department. Research methodology * Research design The research design used here is descriptive research.

* Population The population consists of total number of customers in Kairali ford having ford cars in Cochin. * Sample sizeHere the total sample selected as 125 Kairali ford cars owners in the district. * Sampling Technique Convenience sampling Technique is used here. It is a systematic way to solve research problems. It also deals with the objectives of the research study ,the method of defining the problem, type of data collected methods of defining the problem.

Primary Data collected through questionnaire and interview method. Tools used for the analysis of data For analyzing the data collected from the respondents, different mathematical and statistical tools were used. Data are analyzed through: * Percentage methodPercentages are the important mathematical tools used for interpreting the significance of the result of the analysis of the data. * Chi-square test (Write definition) 1. 1 Limitations * The study was limited in Kochin area. * The study was mainly based on primary data based on questionnaires, so the possibility of bias exists.

* Most of the viewers are program oriented. Thus respondents felt difficulty in rating channels. DATA ANALYSIS AND INTREPRETATION TABLE NO :1 Number of cars purchased | RESPONDENTS| PERCENTAGE| YES| 108| 90| NO| 12| 10| IntrepretationFrom the above table 90%respondents have one ford cars ,10% have more than one car. Chart No:1 Numbers of cars purchased Table No:2 Rating of opinion of Kairali Ford services | Respondents| Percentage| Highly satisfied| 17| 14. 16| Satisfied| 54| 45| Nuetral| 24| 20| Dissatisfied| 19| 15. 83| Highly Dissatisfied| 6| 5| Intrepretation From the above table 14% respondents said that they are highly satisfied with the kairali ford services,45% are satisfied,20% said neutral,16%are dissatisfied ,and 5%are highly dissatisfied.

Chart No:2 Satisfaction on kairali ford servicesTable No: 3 Type of services reported for the vehicle at service | Respondents| Percentage| Warranty pair| 19| 15| Mechanical Repair| 13| 11| Free Service| 33| 28| Body Work Shop| 19| 16| Periodical Maintenance Service| 36| 30| Chart No:3 Service report for car Table No:4 Ease of making appointment in service department | Respondents| Percentage| easy| 93| 78| Difficult| 27| 22| Chart no: 4 Ease of making appointment for servicing Table No:5 Wait in the service centre reasonable | Respondents| Percentage| Yes| 91| 75|No| 29| 25| Chart No:4 Wait in service centre reasonable Table No:6 When customers arrive at workshop,were they are promptly and courteously attended | Respondents | Percentage| Yes| 104| 87| No| 16| 13| Chart No:6 Were customers promptly and courteously attended Table No:7 Reception Staff of Kairali Ford Polite and Useful | Respondents| Percentage| Yes| 108| 90| No| 12| 10| Chart No:7 Table No:8 Was the problem fixed right at the first time | Respondents| Percentage| Yes| 86| 72| No| 34| 28| Chart No:8Was the problem of vehicle fixed at first time Table No:9 Whether Day and Time provided for servicing vehicle is convenient | Respondents| Percentage| YES| 97| 80| NO| 23| 20| Chart No:9 Day and Time Convenience Table no:10 Time Taken for servicing vehicle | Respondents| Percentage| 2-8 hrs| 44| 12| 8-16 hrs| 16| 38| 1 day| 46| 14| More than 1 day| 14| 36| Chart No:10 Time Taken for servicing vehicle Table No:11 Quality of Washing of Vehicle | Respondents| Percentage| Excellent| 7| 6| Very Good| 29| 24| Good| 23| 19| Average| 47| 39| Poor| 14| 12| Chart No:11 Quality of washing vehicle Table No:12 obs attended by service team to complete satisfaction | Respondents| Percentage| Completely| 56| 46| Partially| 52| 44| Not at all| 12| 10| Chart No:11 Have all jobs attended to complete satisfaction Table No:12 Was vehicle ready for collection at agreed time | Respondents| Percentage| Yes| 87| 72| No| 33| 28| Chart No:12 Was vehicle ready for collection at agreed time 13. opinion| Respondents| Percentage| yes| 71| 59| no| 49| 41| Total| 120| 100| 14. | Respondents| Percentage| yes| 78| 65| no| 42| 35| Total| 120| 100| 15. | Respondents| Percentage| yes| 86| 71| no| 34| 29| Total| 120| 100| 16. option| respondent| Percentage|Excellent| 12| 10| Very good| 42| 35| Good| 33| 27| Average| 28| 23| Poor| 5| 5| Total| 120| 100| 17 option| respondent| Percentage| Excellent| 10| 9| Very good| 47| 39| Good| 33| 28| Average| 23| 19| Poor| 7| 6| Total| 120| 100| 18.

| Respondents| Percentage| Expensive| 76| 63| Not expensive| 44| 37| Total| 120| 100| 19. | Respondents| Percentage| yes| 98| 81| no| 22| 19| Total| 120| 100| 20 . | Respondents| Percentage| yes| 73| 61| no| 47| 39| Total| 120| 100| 21. option| respondent| Percentage| Very likely| 12| 10| Likely| 47| 39| May be| 39| 33| Un likely| 14| 12| Very unlikely| 8| 6| Total| 120| 100|