A Study on Factors Influencing the Customer Satisfaction of Small Car Owners with Reference to Tamil Nadu Region

The Economic Globalization has improved the purchasing power of the Indian society. Attracting and convincing the customers by supplying the commodity that suits their needs and expectations are the major aspects for the manufacturers to survive in the market. This paper presents the analysis of data collected for the study along with interpretation of the results. The data were analyzed using various and appropriate statistical tools. The results thus obtained are portrayed in Tables for easy understanding and interpretation. The results are presented in a sequential manner. As revealed by the respondents, there are nine supporting variables that have influenced the customer to purchase the car. They are: prompt service, delivery of the serviced vehicle at the correct time, nice experience with the workshop service, the company’s capacity to instill confidence in customers, convenient working hours, maintenance of error free records, sending prompt reminders to the customers for regular service, thorough check-up to detect even the mistakes that are not noticed by the customer, and most importantly roadside assistance throughout India. Since there is no significant difference of perception found in any of the factors, the significant difference of perception among the three groups of customers was ruled out and concluded that the different groups of customers’ opinions on the factors are the same. The perception of six types of customers namely, Business, Company Executives, Government Staff, Academicians, Professionals and Ex-service staff on the five factors of Tangibles in service-quality were considered to determine the satisfactory factors. The high mean score signifies optimum satisfaction. Though there is a significant difference of perception among the four groups of customers on the dimension of Courtesy or Empathy, the ‘F’ statistics of the factor ‘consistently courteous with customer’ is found to be at the 5% level. Hence, it is inferred that the factor that causes the difference is the perception of the customers.