Service Quality and Consumer Satisfaction of Maruti Service Centers
Introduction
Service Quality and Consumer satisfaction of Maruti Service Centers MBA marketing project aims at finding out whether customer’s expectations. level matched their satisfaction level towards after-sales service provided in Paramount Wheels a prominent Maruti service center located at Thane. This study further reveals the effectiveness of Paramount Wheels towards customer satisfaction. A structured questionnaire had been designed and survey had been conducted among 200 Maruti car owners through probabilistic systematic sampling technique. After-sales service plays an important role in the automotive industry, whether it is before purchasing a product or after purchasing the product. Quality of after-sales service is one of the required evaluation criteria for customer satisfaction. In today’s situation, a customer satisfaction survey can be used to measure after-sales service quality.
Customer satisfaction is the most important aspect that companies must understand in order to remain competitive and grow. In today’s competitive environment delivering high-quality service is the key to sustainable competitive advantage. Satisfied customers from the foundation of any successful business as it leads to repeat purchases and positive word of mouth. A customer who has a good experience with the concerned dealer may probably use the same brand again while the customer who experiences problems with a particular brand of car may not use the same in next time. The core activity of any company is to attract and retain consumers. For this reason improving quality is important for existing customer and also for attracting new customers.
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