Customer Satisfaction on Post-Sales Service with Reference to Two-Wheeler Automobile Industry

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Customer Satisfaction on Post-Sales
Service with Reference to Two-Wheeler
Automobile Industry
S Saraswathi*

The key to success of automobile industry lies not only in having good products but also in being able to provide the customer with the level of service they desire. Because of increasing competitiveness in the Indian automobile industry, almost all automobile manufacturers have invested valuable resources on customer satisfaction as a tool to understand the needs and expectations of their customers. Increased presence of two-wheeler vehicles throughout the country has created a growing need for providing service infrastructures closer to the customers’ homes or offices. A study on customer satisfaction on post-sales service with
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All manufacturers are taking efforts for highest level of customer satisfaction by taking care of motorcycle service and maintenance through a vast network of more dealers and service outlets spread across the country. The increase in two-wheeler vehicles has created a growing need to provide service infrastructures closer to the customers’ homes or offices. For instance, the Bajaj company unveiled a new concept called ‘YES’-the Young Engineers
Service. These are small and exclusive service centres manned by young engineers at various neighborhoods. Manufacturers need to provide customization in standard features, which could be a great opportunity area in future.

Consumer Behavior
Consumer behavior refers to the buying behavior of consumers—individuals and households who buy goods and services for personal consumption. Consumer behavior is influenced strongly by cultural, social, personal and psychological factors. Consumer behavior is an indispensable condition upon which all market planning and marketing strategy must be based. An analysis of the consumer behavior is the first and foremost requirement for the successful formulation and implementation of marketing strategies. The study of consumer behavior involves the process of identifying: a) what they purchase; b) why they purchase;
c) where

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