Journal Press India^®

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In today’s competitive market, companies are trying their best to understand the needs of their customers and satisfy them in order to retain present customers and attract new ones. Automobile industry is facing fierce competition and hence companies are focusing on improving products and services. The present study has been conducted to understand the satisfaction level of customers towards the products and services of Tata Motors with the help of Tata Motors dealers in Mangalore. The study gives a clear understanding of factors influencing customers to buy Tata car, awareness of customers regarding the extras services of Tata Motors and factors that satisfies customers. Using a structured questionnaire given to existing customers of Tata Motors in Mangalore, data has been collected and analysed using frequency tables, cross-tabulation and factor analysis. The major findings reveal that the main factor influencing the customers to buy Tata car are brand image and good mileage. Most of the customers are not aware about free insurance, extended warranty and free service camp provided by Tata Motors. Customers are not happy with the resale value and price charged for spare parts by Tata Motors. Efficient employee’s services have highly contributed towards the satisfaction level of customers. Suggestions are then provided based on the findings and customer feedback.

Keywords

Customer satisfaction, Automobile, Service, Performance

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