INTERNSHIP REPORT

AT
HYUNDAI An Internship Report
submitted to LAL BAHADUR SHASTRI GIRLS’ COLLEGE OF
MANAGEMENT , LUCKNOW Autonomous in partial fulfilment
of the requirement forthe award of the degree of Customer
relation management programme.

Submitted by
MS.PRAGYA SINGH
ROLL
No.2111760980010

2023-24
 COLLEGE CERTIFICATE

On the basis of self-declaration made by the student, it is certified

that the internship report is the result of independent work carried
out by Ms. PRAGYA SINGH in partial fulfillment of the
requirement for the award of the degree in BBA programme.

Dr. JYOTI JOSHI

Date:

Place:
 STUDENT’S DECLARATION

I hereby declare that the Internship Report at HYUNDAI is based on

an original study undertaken by me in partial fulfillment of the
requirement for the award of Bachelor’s degree in BBA programme.

Ms. Pragya singh Roll

Date: No. 2111760980010
Place: Lucknow
 ACKNOWLEDGEMENT

I would like to place on record my sincere gratitude

to Dr. Jyoti Joshi ,Lal Bahadur Shastri Girls
College of Management for having given me an
opportunity to undertake this internship.

I would like to thank Mr. SHISHIR SRIVASTAVA

for his valuable, excellent guidance and support in
successfully completing my internship.

Last but importantly I wish to thank my family and

friends for their help and support in completion of
this project.

Above all I would like to thank God Almighty,

without whose grace nothing would have been
possible.
 TABLE OF CONTENTS

CHAPTER TITLE PAGE NO.

NO.
1. INTRODUCTION 1-16

2. COMPANY PROFILE 17-24

3. DAY WISE REPORT 25-33

4. LEARNING OUTCOME 34-38

5. CONCLUSION 39-40

ANNEXURE
CHAPTER
1. Introduction:

practical insights into how Hyundai effectively manages its customer

The firstday of my internship at Hyundai marks the commencement of
my journey intothe realm of Customer Relationship Management
(CRM). With great enthusiasm, I joined the team to gain interactions
and satisfaction.

Customer relationship management (CRM) is the combination of

practices, strategies and technologies that companies use to manage
and analyse customerinteractions and data throughout the customer
lifecycle. The goal is to improve customer service relationships and
assist in customer retention and drive sales growth. CRM systems
compile customer data across different channels, or points of contact,
between the customer and the company, which could include the
company's website, telephone, live chat, direct mail, marketing
materials and social networks. CRM systems can also give customer-
facing staff members detailed information on customers' personal
information, purchase history, buying preferences and concerns.

1
Customer Data Management: Gathering and maintaining accurate
customerdata is fundamental. This includes contact information,
purchase history, preferences, and feedback. CRM systems help in
organizing and utilizing thisdata effectively.

Segmentation: Businesses categorize customers into segments based

on characteristics like demographics, behaviour, or purchase history.
This allowsfor tailored marketing and communication strategies for
each group.

Personalization: Providing personalized experiences is crucial. This

caninclude personalized email campaigns, product recommendations,
or customizing the user interface on a website or app.

Multi-Channel Engagement: Customers interact with businesses

through various channels such as social media, email, phone, and in-
person. CRM helpsin maintaining consistent and positive interactions
across these channels.

2
Customer Support: Offering exceptional customer support is vital.
This includes promptly addressing inquiries, resolving issues, and
maintaining openlines of communication for customer inquiries and
complaints.

Sales Enablement: CRM systems can assist sales teams by providing

customerinsights, lead tracking, and sales pipeline management,
ultimately improving sales effectiveness.

Analytics and Reporting: Analying customer data helps in

measuring the effectiveness of customer relation efforts and making
data-driven decisions forimprovements.

Customer Loyalty Programs: Implementing loyalty programs,

rewards, ordiscounts for repeat customers can encourage loyalty and
repeat business.

Cross-Selling and Upselling: Identifying opportunities to offer

related or upgraded products/services to existing customers can
increase revenue andcustomer satisfaction.

Compliance and Data Security: Ensuring compliance with data

protectionregulations (e.g., GDPR, CCPA) and maintaining data
security are critical aspects of customer relation work to build trust.

3
Continuous Improvement: CRM efforts should be continuously
reviewed andrefined based on performance metrics and changing
customer preferences.

Employee Training: Training employees in customer-centric skills

and providing them with the tools and knowledge needed to deliver
excellentcustomer experiences is essential.

Crisis Management: Being prepared to handle crises or unexpected

challengesthat impact customers is crucial to maintaining trust and
reputation.

Competitor Analysis: Keep an eye on your competitors to identify

trends andopportunities in the market. This can help you stay ahead in
terms of customerofferings and service quality.

Community Building: Create online or offline communities where

customerscan interact with each other and your brand. This can foster
a sense of belonging and loyalty.

4
Proactive Outreach: Reach out to customers before they contact you
with anyissues. Proactive communication can address potential
problems and show customers that you value their business.

Surveys and Feedback: Regularly solicit feedback from customers

throughsurveys and use this information to make improvements. Act
on feedback toshow customers that you listen and care. Surveys and
Feedback: Regularly solicit feedback from customers through surveys
and use this information tomake improvements. Act on feedback to
show customers that you
listen and care.

Customer Relationship Management

Customer Relationship Management, often abbreviated as CRM, is a

business strategy and technology-driven approach aimed at building
and maintaining strong and lasting relationships with customers. It
encompasses a wide range ofpractices, tools, and techniques that
enable businesses to better understand theircustomers, meet their
needs, and ultimately, drive growth and profitability.

5
At its core, CRM revolves around the idea that satisfied and loyal
customers arethe lifeblood of any successful organization. By
gathering and analysing customer data, companies can gain valuable
insights into customer preferences,behaviour, and pain points. This
information is then used to tailor products, services, and interactions
to meet individual customer needs and expectations.

CRM systems, which are often software platforms, play a central role
in thisprocess. They provide a centralized repository for customer
information, streamline communication, automate routine tasks, and
enable data-
driven decision-making

Customer relation management technology empowers businesses to

deliver personalized experiences, improve customer service, target
marketing effortseffectively, and ultimately foster customer loyalty.

In today's highly competitive and digitally connected business

landscape, Customer relation management has become an
indispensable tool for companiesof all sizes and industries.

6
Whether it's a small start-up or a multinational corporation,
implementing customer relation strategies and technologies is
essential for nurturing valuablecustomer relationships and driving
sustainable success.

Likewise, Hyundai also effectively manages its Customer

Relationship Management through a comprehensive approach that
includes data management, CRM software utilization, customer
segmentation, personalization, and multichannel engagement. They
actively collect and analyse customer data, ensuring personalized
marketing communications andservice interactions.

Hyundai also values customer feedback and employs trained

employees for consistent customer interactions. Integration between
sales and marketing teams, along with data analytics, informs
decision-making, and they may offer loyalty programs and
community-building initiatives to foster customer loyalty.

Specific practices may evolve, Hyundai maintains a strong customer-

centricstrategy to enhance relationships and meet customer needs

7
Job Overview: A Customer Relationship Manager, often referred to
as a CRMManager, is a professional responsible for developing and
maintaining positiverelationships between a company and its
customers. Their role is vital in ensuring customer satisfaction,
loyalty, and business growth.

Skills and Qualities:

Communication: Strong communication skills, both written and

verbal, areessential for interacting with customers and internal teams.
Analytical Skills: The ability to analyse customer data and extract
meaningfulinsights is crucial for making informed decisions.
Problem-Solving: CRM Managers must be adept at identifying
customer issuesand finding effective solutions.
Adaptability: They should be open to adopting new technologies and
strategiesto keep up with changing customer preferences.
Customer-Centric: A customer-first mindset is vital in this role, as the
primarygoal is to enhance the customer experience.
Team Player: Collaboration with various departments, including sales,
marketing, and IT, is common, so being a team player is important.

8
In summary, a Customer Relationship Manager plays a multifaceted
role in managing customer interactions, data, and strategies to drive
customer satisfaction, loyalty, and business success. They are
essential in maintainingpositive customer relationships and ensuring a
company's long-term growth.

We can group the multitude of CRM solutions into three primary

types: operational, analytical and collaborative. Each is built to handle
specific processes related to managing relationships with customers
and storing customer data, like automating sales, marketing and
service tasks, identifyingand capitalizing on customer trends and more

Collaborative CRM:-

Collaborative CRM centraliszes customer data where marketing, sales

andservice professionals can see it. With visibility into all your
customer communications, purchase history, service requests, notes
and other details,service reps will be better prepared to solve their
customers’ problems.
Collaborative CRMs can even act on this information automatically to
expedite service.

9
Operational CRM:-

Humans are not built for repetitive tasks. We make mistakes. We get
bored. It’swhy we invented machines in the first place. Operational
CRM relegates to computers those boring, repetitive, clerical tasks
that sales, marketing and customer service representatives dislike so
much, so they can focus on what they do best and enjoy

On the sales and marketing side , operational CRM automates

processes relatedto identifying prospects, keeping tabs on customer
interactions, forecasting sales, crafting and evaluating marketing
campaigns and more. As a result, salesreps can spend more time
cultivating meaningful relationships with customers, while marketing
professionals can target specific audiences with
personalized messaging.

Analytical CRM:-

Analytical CRMs aggregate customer information from a variety of

sources toilluminate patterns that are otherwise invisible to the human
eye. This helps

10
businesses identify, understand and capitalize on customer trends and
behaviour. Insights gathered can be used to generate and convert more
leads,craft smarter marketing campaigns and enhance customer
service. It can alsohelp with pipeline analysis, sales forecasting,
budgeting and reporting duties.

Choosing the Right One:-

In most cases, businesses will rely on more than one type of CRM. In
fact, you might be able to create synergies by implementing more than
one type of CRM.Insights mined from an analytical CRM can be
integrated into an operational CRM to send targeted communications
to customers based on specific conditions.

The right CRM recipe for you is a function of your objectives and
goals. Fortunately, CRM platforms are not purpose-built—some of the
best CRM software offer multiple types in one package, or via á la
carte add-ons. Whenyou decide which type(s) of CRM that you want
to deploy, you have the freedom to choose the solutions that work for
you without overpaying for features that you’ll never use.

11
CRM Process:-

To understand the steps in the CRM process, you have to understand

the customer life cycle. It is one of the first concepts that you learn as
a sales rep tounderstand how a person becomes a loyal customer.

The CRM cycle involves marketing, customer service and sales

activities. Itstarts with outreach and customer acquisition and ideally
leads to customer loyalty.
There are five key stages in the CRM cycle:

Reaching a potential customerCustomer acquisition Conversion

Customer retentionCustomer loyalty

12
The first step in the CRM process is maximising reach with leads. In
practice,reach is using your CRM to generate brand awareness via
targeted marketing campaigns.

Every stage in the customer life cycle corresponds to an actionable

step in theCRM process. The key is knowing what those steps are and
how
to execute them.

Customer relationship management is valuable for a company because

it provides a straightforward way for companies to view the customer
data of theirclient base to determine how to increase customer loyalty,
profitability,
and satisfaction.

CRM software can track customer data such as:Purchases

Referrals Interests Demographics

13
The company can then use this information to make better business
decisions. Itcan also increase the likelihood that customers will
continue to purchase from the company and refer potential customers
to buy from them.

At the same time, a CRM system can increase the efficiency of day-
to-dayoperations, customer service processes, and hyper-automation
to improve customer interactions and reduce wait times.

It can provide customer service representatives with customer

preferences,streamlining the entire support process.
CRM can improve business:-Marketing team:-
Improve your customers’ journey. With the ability to generate
multichannel marketing campaigns, nurture sales-ready leads with
targeted buyer experiences, and align your teams with planning and
real-time tracking tools,you’re able to present curated marketing
strategies that’ll resonate with your customers.

14
Sales team:-

Empower sellers to engage with customers to truly understand their

needs, andeffectively win more deals. As the business grows, finding
the right prospects and customers with targeted sales strategies
becomes easier, resulting in a successful plan of action for the next
step in your pipeline. Building a smarter selling strategy with
embedded insights helps foster relationships, boost productivity,
accelerate sales performances, and innovate with a modern and
adaptable platform.

Customer service teams:-

Provide customers with an effortless omni-channel experience. With

the use ofservice bots, your customer service teams will have the tools
to be able to deliver value and improve engagement with every
interaction. Offering personalized services, agents can upsell or cross-
sell using relevant, contextualdata, and based on feedback, surveys,
and social listening, optimize their resources based on real-time
service trends

15
Field service team:-

Empower your agents to create a better in-person experience. By

implementing the Internet of Things (IoT) into your operations, you’re
able to detect problemsfaster—automate work orders, schedule, and
dispatch technicians in just a few clicks. By streamlining scheduling
and inventory management, you can boost onsite efficiency, deliver a
more personalized service, and reduce costs.

Project service automation team:-

Improve your profitability with integrated planning tools and analytics

that helpbuild your customer-centric delivery model. By gaining
transparency into costsand revenue using robust project planning
capabilities and intuitive dashboards,you’re able to anticipate
demands, determine resources capacity, and forecast project
profitability.

16
CHAPTER 2 COMPANY PROFILE

17
Hyundai Motor India Ltd:-

Hyundai Motor India Ltd is a wholly owned subsidiary of the Hyundai

MotorCompany headquartered in South Korea. It is the second largest
automobile manufacturer with 15% market share as of 2022 and
US$5.5 billion turn- over in India.

Hyundai Motor India Limited was formed on 6 May 1996 by the

Hyundai Motor Company of South Korea. When Hyundai Motor
Company entered the Indian automobile market in 1996 the Hyundai
brand was almost unknown throughout India. During the entry of
Hyundai in 1996, there were only five major automobile
manufacturers in India, i.e. Maruti, Hindustan, Premier, Tataand
Mahindra. Daewoo had entered the Indian automobile market with
Cielo just three years back while Ford, Opel and Honda had entered
less
than a year back.

For more than a decade till Hyundai arrived, Maruti Suzuki had a near
monopoly over the passenger cars segment because Tata Motors and
Mahindra& Mahindra were solely utility and commercial vehicle
manufacturers, while Hindustan and Premier both built outdated and
uncompetitive products.

18
The Indian counterpart leadership team was managed by Mr AP
Gandhi, Mr BVR Subbu and Mr G.S. Ramesh. Mr AP Gandhi was the
president for a fewyears of inception. Mr BVR Subbu was the
marketing director responsible fordealer development and sales.

To support its growth and expansion plans, HMIL currently has a

strong 1200dealer network and more than 1,309 strong service points
across India.

HMIL has two manufacturing plants in Irungattukottai,

Sriperumbudur in TamilNadu. HMIL's manufacturing plant near
Chennai claims to have the most advanced production, quality and
testing capabilities in the country. To cater to rising demand, HMIL
commissioned its second plant in February 2008, which produces an
additional 300,000 units per annum, raising HMIL's total production
capacity to 600,000 units per annum. Current Production Capacity
efficiency, has led to rolling out cars in 31 seconds, with these two
plants in Irungattukottai , Sriperumbudur increased to 7,40,000 cars
per year.

19
Sales and service Network :-

HMIL has 475 dealers and more than 1,300 service points across
India. HMILalso operates its own dealerships known as Hyundai
Motor Plazas in large metros across India. HMIL has the second
largest sales and service network inIndia after Maruti Suzuki.

HMIL currently exports vehicles to over 92 countries across Africa,

MiddleEast, Latin America, Australia and Asia. It has been India's
number one exporter for the last 10 years consecutively. HMIL has
been consecutively awarded "Top Exporter Of The Year" for 10 years
by EEPC. The Highest Exported volume was 2,70,017 in year 2009.

Hyundai - Target Market:-

Hyundai's target audience includes college students, families, and

retirees whodesire reliable, affordable cars with modern designs. The
brand performs strongly in urban and suburban areas, particularly in
Europe and Asia, where fuel efficiency and affordability are
significant factors. Customers value innovation, technology, and
environmentally friendly options with low

20
emissions and fuel efficiency. Safety is also a priority, attracting
families andolder drivers who appreciate advanced features.
Hyundai caters to a diverse group seeking reliable, affordable cars
with moderndesigns, advanced technology, and a strong emphasis on
safety.

Hyundai - Marketing Mix:-

Hyundai is one of the world’s largest and most successful automobile

manufacturers, with a reputation for innovation and reliability. But
what is the secret to their success? Let’s take a closer look at
Hyundai’s marketing mix andhow it has contributed to the company’s
success.

Product:-

Hyundai offers a diverse range of cars, from compact hatchbacks to

full-size SUVs, with a variety of features and customization options to
suit different needs and preferences. Each vehicle is designed with the
latest technology, safety features, and stylish aesthetics, appealing to a
broad range of customers.

21
Price:-

The company’s pricing strategy is aimed at providing customers with

high- quality vehicles at reasonable prices, offering excellent value for
money. Bykeeping its prices competitive and affordable, Hyundai has
made its cars accessible to a wider audience.
Place:-

Hyundai has a strong global presence, with a network of dealerships

and showrooms in over 190 countries. The company is committed to
making its carsaccessible to customers worldwide, providing a variety
of financing and leasingoptions to suit different needs and budgets.
Promotion:-

Hyundai’s promotional efforts are centred on creating an emotional

connectionwith customers. The company’s advertising campaigns are
known for their creativity and humour and are designed to evoke
positive emotions and associations with the Hyundai brand. Hyundai
also sponsors a variety of sportsand cultural events, creating
opportunities for customers to interact with the brand in fun and
engaging ways.

22
Finance schemes of Hyundai:-3 Months Low EMI Scheme Step-up
Scheme
Balloon Scheme

Longest Duration Scheme Low Down Payment Scheme:

Hyundai had been actively innovating and releasing key models.

Therehave been additional developments and innovations since then.
Hyundai Kona ElectricHyundai Nexo Hyundai Ioniq 5 Hyundai
Palisade Hyundai Sonata Hyundai Venue
Hyundai Prophecy Concept

23
Hyundai Smart Sense

Hyundai has been investing in advanced driver-assistance systems

under theSmart Sense umbrella.
These systems include features like adaptive cruise control, lane-
keeping assist,and automatic emergency braking.

24
CHAPTER 3

DAY WISE REPORT

25
WEEK-1

Introduction:

The first day of my internship at Hyundai marks the commencement

of my journey into the realm of Customer Relationship Management
(CRM). With greatenthusiasm, I joined the team to gain practical
insights into how Hyundaieffectively manages its customer
interactions and satisfaction.

Orientation and Induction:-

The day began with a warm welcome from the HR department, which
organized an orientation session to introduce me to Hyundai's culture,
values,and organizational structure. I was provided with an overview
of Hyundai's history, its position in the automotive industry, and its
commitment to maintaining strong customer relationships.

26
Familiarization with CRM Department:

After the orientation, I was introduced to the CRM department. I had

the privilege of meeting my supervisor, [Supervisor's Name], who
provided an overview of the department's role in enhancing customer
satisfaction and loyalty. The team explained their daily tasks, data
management processes, andthe technologies used to support CRM
initiatives.

Learning Objectives:

During the initial discussions, we outlined the learning objectives for

myinternship, which include:
Understanding the CRM tools and software utilized by Hyundai.

Assisting in data collection and analysis to identify customer

preferences andtrends.
Gaining exposure to customer interaction processes and protocols.

Assessing the teamwork and coordinating with the members

Understanding of the customer pattern and behaviour

27
WEEK-2

Tools and Systems Overview

I was given access to Hyundai's CRM software, allowing me to

navigate throughthe system and understand how customer data is
managed, updated, and utilizedto enhance the overall customer
experience. This hands-on experience wasinvaluable in helping me
familiarize myself with the technology-driven aspects of CRM.

Expectations and Responsibilities

My supervisor provided a detailed breakdown of my responsibilities,

which involve supporting the CRM team in analysing customer
feedback, tracking purchase behaviors, and assisting in the preparation
of customer engagement strategies.

Customer Relationship Management (CRM) involves

documenting daily

activities, progress, and important metrics to track the performance of

the CRMteam and gain insights into customer interactions.

28
Daily Activity Log:

-Includes a record of interactions with customers, such as calls made,

emails sent,and meetings held.
-Logged into CRM system checked notifications and messages and also
made thenecessary responses which were required.

-Reviewed the calendar for the day's appointments and tasks to

schedule out myday and work for next week as well. Scheduling out
the things made it easy for me to meet the targets and maintain my
work progress at the store.

-Though I faced many difficulties but it was easy as well because of

my team mates and the manager who was very kind and helpful at
every stage to solve myqueries and doubts.

-Carried out with using CRM's automation features to schedule

follow-ups and send automated responses to common customer
queries it was the everyday task.

29
-Throughout the day, I also need to make several phone calls and sent
emails to clients and leads, which were logged in the CRM under their
respective contact records, as per the records and data which was
given to me on a daily basis.
Lead Generation:

Documented the number of leads generated each day, their sources

(e.g., website, social media, referrals), and the stage of the sales funnel
they're in.
Implementing lead capture forms on website, landing pages, and
social mediaprofiles.
Determined the characteristics of best customers to guide lead
generationefforts. Developed high-quality and relevant content that
addressed target audience's pain points and needs.
Traffic generation i.e drive traffic to lead captured forms through
various channels, including search engine optimization (SEO), pay-
per-click (PPC)advertising, social media marketing, and email
campaigns.
Then Notified to the sales team when hot leads were identified.

Equipped the sales team with lead information, including their

interests andinteractions, to personalize their outreach.

30
Customer Inquiries:

Recorded the nature of customer inquiries received, such as product

queries,service requests, or complaints. Included details on how these
inquiries wereaddressed.
I also the Encouraged the satisfied Hyundai customers to leave
reviews andtestimonials on our website and review platforms.
I also designed the several google forms with various questions for the
potentialcustomer of the store, to gain knowledge about their
experience with Hyundai and also to know their reviews to improve
our customer service management.
WEEK-3

Attended a CRM software training sessions to learn about new

features and bestpractices. Participated in team meetings to discuss
ongoing deals and strategies for upcoming opportunities.
Created a new opportunity for a potential clients. Updated the pipeline
stage for 2 existing opportunities.
Reviewed and attached relevant documents to an opportunity

On the other hand I also carried out with my customer inquiry system
on a dailybasis because that was the main thing which needed to be
carried out. This was

31
a task which required a lot of patience as I need to deal with several
customerswith different kind of attitude and behaviour.
WEEK-4

Hosted test drive events or Hyundai-themed promotions at dealership.

Collectedattendee information, such as contact details, to follow up
with potential leads.
Ran reports to analyse sales trends and lead conversion rates.

Loyalty Program Participation applicable, report on customer

participation inloyalty programs and the impact on customer retention.
Performance Metrics Report on key performance indicators (KPIs)
relevant toCRM, such as customer satisfaction scores, Net Promoter
Score (NPS), and customer retention rates.
WEEK-5

It was the last week as an intern so I reviewed and updated the status
of ongoingprojects or tasks assigned to me within the CRM system.
Made sure all projects are documented with clear instructions for the
team.

Also meet my manager and other team mates to tell them the insights
of thework .

32
At the end I expressed warm gratitude to my colleagues, supervisor,
andmentors for the opportunity to intern in the CRM role.
Also Exchanged contact information for networking purposes.

It was great working at Hyundai as CRM as I gained many useful

skills and knowledge about the customer management and retention
system; also learntabout the sales strategy within the store.

33
CHAPTER 4

LEARNED OUTCOMES

34
LEARNING EXPERIENCE AT HYUNDAI

Understanding CRM Systems: Gained hands-on experience with CRM

software, learning how to navigate, input data, and extract meaningful

insightsfrom it.

Customer Interaction: opportunities to interact with customers, helped

me to

develop communication and problem-solving skills.

Data Management: Learned to manage and maintain accurate

customer data that

is a critical skill. This includes data entry, cleaning, and analysis.

Sales and Marketing Knowledge: Gained insights into how CRM

systems

support sales and marketing efforts, which can be valuable for my

career.

Reporting and Analytics: I learned how to generate reports and

analyse data to

inform business decisions.

35
Team Collaboration: I also learned likely to work closely with various
teams,

enhancing your ability to collaborate and adapt to different work

styles.

Project Experience: Depending on the role, I involved in CRM-related

projects,

which can teach project management and problem-solving.

Networking: Building relationships with colleagues and industry

professionals

during my internship which can open doors for future opportunities.

Resume Enhancement: The skills and experiences gained as a CRM

intern can

make my resume more attractive to potential employers in various

fields.

Career Clarity: Internship helped me to clarify my career goals by

providing a

real-world glimpse into a specific field or role.

36
-Working as a CRM (Customer Relationship Management) intern
promises amultitude of outcomes that extend beyond the confines of a
job description.

37
Throughout this internship, I found myself immersed in a world of
datamanagement, customer interactions, and industry-specific
knowledge.

As navigating the CRM systems, I acquired the technical proficiency

while learning how to maintain and analyse customer data. My
interactions with customers hone my communication and problem-
solving skills, teaching mehow to navigate various scenarios with
finesse.
Collaborating with different teams provided insight into the
interconnectednessof business functions. Networking within the
organization opened doors to future opportunities. Also my resume
will receive a significant boost, potentially making me a standout
candidate for future roles.

Most importantly, this internship can offer clarity about my career

aspirationsby providing a firsthand look into the world of CRM and
its broader applications in the professional landscape.

Ultimately, the outcomes are as diverse as the experiences I

encountered, making this internship a pivotal stepping stone in your
professional journey.

38
The internship also taught me Problem-solving and adaptability skills.
It became a second nature as I navigate the intricacies of CRM
systems andaddress customer needs.
Also Pushed me out of my comfort zone, fostering personal growth
and self-confidence as you take on new challenges.

CRM internship has given me a comprehensive learning experience

that combines technical skills, interpersonal growth, and a deeper
understanding ofthe role CRM plays in business operations.

39
CHAPTER-5

CONCLUSION

40
In conclusion, my CRM internship has been an invaluable experience
that hasenriched my professional and personal growth. Over the
course of this internship, I have acquired essential technical skills in
CRM software usage, data management, and analysis. Furthermore,
my ability to communicate effectively with both customers and
colleagues has significantly improved, ashas my capacity for problem-
solving and adaptability in a fast-paced environment.
I have had the privilege of collaborating with a diverse team, and
these interactions have expanded my network and introduced me to
new perspectives.The projects I've been a part of have allowed me to
make tangible contributions,solidifying my understanding of the
critical role CRM plays in our organization's success.
As I move forward in my career, I carry with me the knowledge,
skills, andexperiences gained during this internship, and I am excited
about the futureopportunities that await in the world of CRM and
beyond.
I extend my heartfelt appreciation to the entire team for their support
and to theorganization for providing me with this remarkable
opportunity. As I move forward, I am eager to build upon the
foundation established during this internship and to continue my
pursuit of excellence in the field.

41
42
 lOMoARcPSD|28958087

Hyundai summer inters project

Summer Internship -II (Amity University)

Studocu is not sponsored or endorsed by any college or university

Downloaded by Pragya Singh ([email protected])
 lOMoARcPSD|28958087

“A General study on Consumer

Satisfaction towards Shankara Hyundai
with reference to Raipur City”

Summer Internship Report

Submitted In Partial Fulfillment of the Requirements

For The Award of the Degree Of

BACHELOR OF BUSINESS ADMINISTRATION (BBA)

Submitted by
Archit Pandey
BBA (5th Semester)

Guided by
Ms. Shweta Patel
(Internal Evaluator)

Nov 2022

Submitted to:
AMITY BUSINESS SCHOOL

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

AMITY UNIVERSITY, CHHATTISGARH, INDIA

Declaration by the Candidate

I Archit Pandey hereby declare that the Project Work with the “A
General study on Consumer Satisfaction towards Shankara Hyundai with
reference to Raipur City” submitted by me for the partial fulfillment of the
degree of BBA is my original work and has not been submitted earlier to any
other University /Institution for the fulfillment of the requirement for any
course of study.

I also declare that no chapter of this thesis in whole or in part has

been incorporated in this report from any earlier work done by others or by
me. However, extracts of any literature which has been used for this report
has been duly acknowledged providing details of such literature in the
references.

Signature of the student

Archit Pandey
Registration No. A80306420040

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

Certificate By institute

This is to certify that this project report entitled “A General study on Consumer
Satisfaction towards Shankara Hyundai with reference to Raipur City”
Title of the project for Shankara Hyundai is a bonafied work carried out by
Archit Pandey of BBA of AMITY BUSINESS SCHOOL for fulfillment of
BBA degree course of AMITY UNIVERSITY Raipur.

Ms. Shweta Patel Prof. (Dr.) Sumita Dave

(Internal Evaluator)
Director, Amity Business School,
Raipur, Chhattisgarh

Date:

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

Certificate by the Examiner

This is to certify that the project entitled “A General study on Consumer

Satisfaction towards Shankara Hyundai with reference to Raipur City”
submitted by Archit Pandey Enrollment No.: A80306420040 Has been
examined by the undersigned as a part of the examination for the award of
BACHELOR OF BUSINESS ADMINISTRATION degree of AMITY
UNIVERSITY , CHHATTISGARH (C.G.).

Name of the Examiner Signature of the Examiner

Date:

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

TABLE OF CONTENT

CHAPTER I 1-5
INTRODUCTION

CHAPTER II COMPANY PROFILE 6-15

CHAPTER III LITERATURE REVIEW 16-20

CHAPTER IV RESEARCH METHODOLOGY 21-22

CHAPTER V DATA ANALYSIS AND INTERPRETATION 23-35

CHAPTER VI FINDING AND LIMITATION 36-37

CHAPTER VII CONCLUSION AND SUGGESTION 38-39

ANNEXURE BIBLIOGRAPHY WEBLIOGRAPHY QUESTIONNAIR 41

WEEKLY REPORT

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

CUSTOMER SATISFACTION

Customer satisfaction, a business term, is a measure of how products and services supplied
by a company meet or surpass customer expectation. It is seen as a key performance indicator
within business and is part of the four of a Balanced Scorecard.

In a competitive marketplace where businesses compete for customers, customer satisfaction

is seen as a key differentiator and increasingly has become a key element of business
strategy. However, the importance of customer satisfaction diminishes when a firm has
increased bargaining power.

Measuring customer satisfaction

Organizations need to retain existing customers. Measuring customer satisfaction provides an

indication of how successful the organization is at providing products and/or services to the
marketplace.

Measuring customer satisfaction is a relatively new concept to many companies that have
been focused exclusively on income statements and balance sheets. Companies now
recognize that the new global economy has changed things forever. Increased competition,
crowded markets with little product differentiation and years of continual sales growth
followed by two decades of flattened sales curves have indicated to today's sharp competitors
that their focus must change.

The competitors who will be successful recognize that customer satisfaction is a critical
strategic weapon that can bring increased market share and increased profits.

It's no surprise to find that market leaders differ from the rest of the industry in that they're
designed to hear the voice of the customer and achieve customer satisfaction.

To be successful, companies need a customer satisfaction surveying system that meets

the following criteria:

The system must be relatively easy to design and understand.

It must be credible enough that employee performance and compensation can be attached
to the final results.

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

Defining customer satisfaction

Customer satisfaction is the state of mind that customers have about a company when their
expectations have been met or exceeded over the lifetime of the product or service. The
achievement of customer satisfaction leads to company loyalty and product repurchase.
There are some important implications of this definition:

Because customer satisfaction is a subjective, non quantitative state, measurement won't

be exact and will require sampling and statistical analysis.

Customer satisfaction measurement must be undertaken with an understanding of the gap

between customer expectations and attribute performance perceptions.

"Satisfaction" itself can refer to a number of different facts of the relationship with a
customer. For example, it can refer to any or all of the following:

Satisfaction with the quality of a particular product or service

Satisfaction with an ongoing business relationship

Satisfaction with the price-performance ratio of a product or service

Satisfaction because a product/service met or exceeded the customer's expectations

Each industry could add to this list according to the nature of the business and the specific
relationship with the customer. Customer satisfaction measurement variables will differ
depending on what type of satisfaction is being researched. For example, manufacturers
typically desire on-time delivery and adherence to specifications, so measures of satisfaction
taken by suppliers should include these critical variables.

Clearly defining and understanding customer satisfaction can help any company identify
opportunities for product and service innovation and serve as the basis for performance
appraisal and reward systems. It can also serve as the basis for a customer satisfaction
surveying program that can ensure that quality improvement efforts are properly focused on
issues that are most important to the customer.

Objectives of a customer satisfaction

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

In addition to a clear statement defining customer satisfaction, any successful surveying

program must have a clear set of objectives that, once met, will lead to improved
performance. The most basic objectives that should be met by any surveying program include
the following:

Understanding the expectations and requirements of all your customers

Determining how well your company and its competitors are satisfying these expectations
and requirements

Developing service and/or product standards based on your findings

Examining trends over time in order to take action on a timely basis

Establishing priorities and standards to judge how well you've met these goals

Automotive industry in India

Since the first car rolled out on the streets of Mumbai (then Bombay) in 1898, the
Automobile Industry of India has come a long way. With HM establishing the first
automobile factory way back in 1948, the Indian passenger vehicle industry was for long
dominated by Ambassadors and the Premier Padmini’s. Then in the year 1985, following the
liberalization and various tax reliefs, the Government of India in collaboration with Suzuki
motor corporation of Japan formed Maruti Suzuki ; a powerful alliance which changed the
face of the Indian roads. The only car with the latest technology then was the Maruti 800. It
became very popular because of the low price, high fuel efficiency and good reliability. Since
then the market has grown with over 20 manufacturers and hundreds of models and variants.

The Indian automobile industry has matured over the years and is now highly comptetitive
with major Japanese, Korean, American, European and Indian companies all holding
significant market shares. Indian auto industry has become a hot destination for global auto
players like Volvo, General Motors, Daimler-Chrysler, Volkswagen, Toyota and Ford. Global
players have either entered or are eyeing India as a strategic target for future development

A well developed transportation system plays a key role in the development of an economy,
and India is no exception to it. With the growth of transportation system the Automotive

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

Industry of India is also growing at rapid speed, occupying an important place on the 'canvas'
of Indian economy.

Today Indian automotive industry is fully capable of producing various kinds of vehicles and
can be divided into 3 broad categories: Two-wheelers, Four-wheelers (Cars) and Heavy
vehicles.

Growth Drivers for auto industry in India

Key Players in Indian Market

The largest player in the Indian automobile industry and launched new and exciting
products in the Indian markets.

The third largest passenger car manufacturer in India and one of the largest
exporters of vehicles. Has established in India as one of its manufacturing bases in the world.

Has vision of capturing 10 % share of the Indian passenger car market by 2010

Suzuki’s JV in India and the largest passenger car manufacturer in India

One of the leading players in the Indian premium cars segment

One of the leading players in the Indian premium cars segment

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

One of the leading players in the Indian premium cars segment. GM entered the
small car segment by re-launching the Matiz

One of the largest players in the UV / MUV segment

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

COMPANY PROFILE

An overview of the Hyundai Motor Company and its

vehicles

The Hyundai Motor Company is a South Korean Multinational automaker headquartered in

Seoul, South Korea., together comprise the Hyundai Motor Group, which is the world's
fourth largest automobile manufacturer based on annual vehicle sales in 2010. In 2008,
Hyundai (without Kia) ranked as the eighth largest automaker. In 2010, Hyundai sold over
3.6 million vehicles worldwide.

HYUNDAI was founded in 1967 by Chung Ju-Yung and the company introduced its first model, the
Cortina onto the market with the assistance of Ford. Following this in 1975 the company released their
first Korean vehicle which featured the iconic powertrain technology that was provided by Mitsubishi
Motors, the vehicles were then shipped out across Ecuador.

Throughout the 1980s Hyundai started exporting vehicles throughout Europe and the United States.
One model that was particularly popular in the US was the Excel which was the first car that the
company sold with front wheel drive. It went on to receive widespread critical acclaim, winning
awards on many best-selling lists. During this period the company released the Stellar to replace the
Cortina; this vehicle utilised rear wheel drive and offered additional luxuries such as air conditioning
and electric locks.

During the late 1990s Hyundai underwent aggressive re-branding in order to be perceived as a more
upmarket company. This campaign was spearheaded by the fourth generation Sonata and a updated
version of the Elantra model. In 2000 Hyundai began manufacturing the Santa Fe, a 4-door SUV that
featured powerful front wheel drive and a front engine. This model was a huge success for the
company on the American commercial market and it quickly became the company’s best-selling
vehicle. The vehicle also garnered critical success winning various awards including Consumer
Report’s ‘Top Pick’ award in 2008.

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

Hyundai operates the world's largest integrated automobile manufacturing facility in Ulsan, which is
capable of producing 1.6 million units annually. The company employs about 75,000 persons
worldwide. Hyundai vehicles are sold in 193 countries through some 6,000 dealerships and
showrooms.

John Krafcik, chief executive of Hyundai Motor America, said, “To get people to buy your car you
have to get people to trust you. We want people to think, ‘Hyundai — they just take care of
you.’ ”

Research and Development

Hyundai has 6 centres worldwide, located in Korea (three offices), Germany, Japan and India.
Additionally, there is an American design center in California that develops designs for US markets.

Chung Ju-yung - The

founder and
honorary chairman
of Hyundai Group
till 2001

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

HYUNDAI MOTORS

Hyundai Motors

Parent Company Hyundai Motor Company

Category Sedans, Hatchbacks, SUV’s

Sector Automobiles

Tagline/ Slogan New thinking new possibilities; Drive your way

Hyundai operates the world's largest integrated automobile

USP manufacturing facility in S Korea, which is capable of producing
1.6 million units annually

STP

Complete automobile segment including hatchbacks, sedans &

Segment SUV’s

Target Group Young executives from the upper-middle income bracket

Hyundai gives luxury cars at affordable prices which is a globally

recognized and accepted brand
Positioning

Product Portfolio

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

Brands 1. Hyundai Accent

2. Hyundai Elentra

3. Hyundai i10

4. Hyundai i20

5. Hyundai Santa Fe

6. Hyundai Santro Xing

7. Hyundai Sonata Embera

8. Hyundai Verna

SWOT Analysis

1. The company employs about 75,000 persons around the

world.
2. Hyundai vehicles are sold in 193 countries through some
6,000 dealerships and showrooms worldwide
3. Hyundai sells over 1.5 million vehicles per year
Strength 4. Hyundai has excellent branding and advertising by having
celebrity brand ambassadors
5. Hyundai motor company has over 75,000 employees
globally

Weakness 1.Hyundai lacks cars for the ultra-premium segment

1. Developing hybrid cars and fuel efficient cars for the future
2.Tapping emerging markets across the world and building a
Opportunity global brand
3.Fast growing automobile market

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

1. Government policies for the automobile sector across the world

2. Ever increasing fuel prices
Threats 3. Intense competition from global automobile brands
4. Substitute modes of public transport like buses, metro trains etc

Competitiors

1.Honda
2.Toyota
3.Nissan
4.Chevrolet
5.Fiat
6.Mitsubishi
7.Maruti Udyog
Competitors 8.Tata Motors
9. Skoda
10. Toyota
11. Volkswagen
12. Ford

13.Renault

Hyundai in India

Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor Company
(HMC). HMIL is the largest passenger car exporter and the second largest car manufacturer in India.
It currently markets nine car models across segments - in the A2 segment it has the Eon, Santro, i10
and the i20, in the A3 segment the Accent and the Verna, in the A4 segment the Elantra, in the A5
segment Sonata and in the SUV segment the Santa Fe.
HMIL’s fully integrated state-of-the-art manufacturing plant near Chennai boasts of advanced
production, quality and testing capabilities. HMIL forms a critical part of HMC’s global export hub. It

10

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

currently exports to around 120 countries across EU, Africa, Middle East, Latin America, Australia
and the Asia Pacific. HMIL has been India’s number one exporter for last eight years in a row. To
cater to rising demand the company commissioned its second plant in February 2008 having an
installed capacity of 330,000 units per annum. To support its growth and expansion plans HMIL
currently has 355 dealers and more than 850 service points across India. In its commitment to provide
customers with cutting-edge global technology, HMIL set up a modern multi-million dollar R&D
facility in Hyderabad. The R&D centre endeavors to be a center of excellence in automobile
engineering.

MILESTONE AND ACHEIVEMENTS2012

1 January 5, The All New Sonata Launched at the New
2012 Delhi Auto Expo 2012

2 January 5, Eon has been awarded the prestigious

2012 'Entry-Level Hatchback Of The Year' by
ET Zigwheels Awards 2011

3 January 5, Verna has been awarded the prestigious

2012 'Best Midsize Car 2012' and 'Best Car
Manufacturer 2012' by Motor Vikatan’.

4 January 6, Verna has been awarded the prestigious

2012 'Sedan Of The Year' and HMIL has been
awarded the ‘Automotive Company Of
The Year 2011' by Auto BildCarwale.

5 January Verna has been awarded the prestigious

13, 2012 'Best Design and Styling' by Bloomberg
UTV Autocar Awards 2012.

11

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

6 January Eon has been awarded the prestigious

24, 2012 'Micro Car Of The Year' and ‘Reader’s
Choice Award’ by Car India and Bike India
Awards 2012.

7 March 28, Launch of i-Ten, i20

2012

8 April 17, Hyundai Motor India Ltd wins the Auto

2012 India Best Brand Awards 2012- ‘Best
Customer Service’ and ‘Best Resale Value’

9. August 13, Launch of the neo fluidic Elantra

2012

10 December Elantra has been awarded the prestigious

10, 2012 'Saloon Car Of The Year 2012' by BBC
Top Gear Magazine Awards 2012.

SHANKARA HYUNDAI

12

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

Director of Shankara Hyundai , Raipur :: Mr. kailash Madhyani

Inauguration Date : 20th October 2010

Average Sales / Month : 75 units

Service Vehicles / Month : 600 units

Parts Sales / Month : Rs.13 Lac

Manpower : 65
(Sales - 15 , Service - 40 , Spare - 4 and Back Office - 5)

Location : shankara Hyundai,

Vidhan sabha road

Near Mowa thana, Mowa Raipur

13

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

14

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

HIERARCHY OF MANGALAM HYUNDAI

DIRECTOR

General
Manager

Finance Sales Spare-parts Service

Accountant Cashier Sales Manager Workshop Bodyshop

ASM Service Manager

Sales Executive Advisor

Floor Incharge

Technician /Electrician

Benchmark:

NEW THINKING NEW POSSIBILITIES.

Welcome to our new way of thinking. It's bigger, smarter and driven by the desire to share stylish,
high quality and efficient vehicles with
everyone. To us, New Thinking means challenging
convention and pushing boundaries. And New Possibilities means coming up with
- more forward
thinking ideas and solutions. But whatever we're doing, our responsibilities to our customers,
society and the envir
onment are paramount

15

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

MangalamHyundai is one of the dealers of Hyundai they have two segments :-

• Car segment

• UV segment
The car segment contains cars like –EON, i20, i10, VERNA, ELENTRA Etc and their various
models the UV segments contains vehicles like SANTA FE. Mangalam Hyundai is having the 3S
dealership. It means it is involved in sales, service, spares of cars.

TARGET MARKETS

• Consumer target who needs…..

• Middle to upper income professional true value for their money and comfortable ride.
• College student  style and speed.

BENEFIT OF WARRANTY :-Hyundai gives 2 year warranty with unlimited km. whereas other
company gives 2 year warranty and fixed kilometer (whichever completes first).

VISION:- To establish as NO.1 Dealer in automobile & to get 100 % customer compliance.

MISSION :- To create excellent relations with customers by providing excellent products, Packages of
quality pre & post sales services with transparency to treat customers to treat Customers as long as assets
for mutual growth.

16

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

CUSTOMER SATISFACTION

Concept Identification-

As organizations become increasingly customer focused and driven by demand, the need to
gain customer loyalty and retain their loyalty is critical. Customer satisfaction is the most
effective way to achieve customer loyalty. Customer satisfaction and customer loyalty share
many similar traits. Customer value is the customer’s perception of the ratio of benefits to
what he or she gives to obtain those benefits. The customer Value Triad is a framework used
to understand what it is that customers want. The framework consists of three parts: (1)
perceived product quality, (2) value-based pricing, and (3) perceived service quality.

Customers are satisfied, when value meets or exceeds expectations. If their expectations of
value are not met, there is no chance of satisfying them. Figuring out what the customers
want, however, is a difficult and complex process. To be able to create and deliver customer
value is important to understand its components. On the most basic level, value from a
customer’s perspective is the ratio of benefits to the risks being taken while buying the
product.

CUSTOMER SATISFACTION

AN INSIGHT

According to Harold E Edmondson “ Customer Satisfaction” seems to appear in print more

frequently than any other catch phrase used to describe a new found magic for industrial
success. Before we proceed in to the study of the dynamics of Customer Satisfaction it is
important to know about, who a customer is and what satisfaction really means.

16

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

Who really is a Customer?

The question of defining who your customers are seems fairly easy particularly if you have
segmented your market properly and understand who you are trying to satisfy. However
subtlety that frequently goes undetected by many firms is that is that customer set can be
divided into two parts, the apparent customer and the user. The apparent customer is the
person or group of people who decide what product to buy and basically have control over
the purse strings. The user is a person or group who physically uses the product or is the
direct recipient of a service.

What does satisfaction really mean?

As in defining customer above, defining satisfaction also appears simple. However as with
customer there is a subtlety that needs addressing. Satisfaction by most definitions simply
means meeting the customer’s requirement.

Customer satisfaction is a concept that more and more companies are putting at the heart of
their strategy, but for this to be successful they’re needs to be clarity about, what customer
satisfaction means and what needs to happen to drive improvement. Without this, there is a
risk that customer satisfaction becomes little more than a good intention, with confused
objectives failing to address the real issues for customers, one helpful way to look at the
problem is to rephrase the objectives: set the sights on helping the customers meet their
goals.

Customer satisfaction can be defined in many different ways. Finding the right way for a
company depends on understanding your customer and on having a clear vision of the role
that customer satisfaction is to play in the strategy. For example, a focus on customer
satisfaction can work alongside existing segmentations to support revenue generation from
high value customers or it can be a company-wide objective rooted in the brand values. For
the former, it may be sufficient to focus on improving customer service, but for the latter a
broader definition of customer satisfaction is necessary, closer akin to corporate reputation.

Whatever the strategy for customer satisfaction, it must at least include getting the basics
right. Failing to achieve this can destroy the reputation as well as losing valuable customers.

17

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

Every customer, regardless of their economic worth to the business, has the power to
influence – positively or negatively – a company’s reputation. Once the objectives for the
customer satisfaction strategy are defined there are a number of steps we can take to make
sure the focus on customer satisfaction is effective.

Building a company around Customer Satisfaction -

With the increase in customer’s demands and competition it has become a lot more important
to base the entire company on customer service. When doing this one must first realize that
every member of an organization plays an active role in customer service. This includes both
external customers and internal customers within a company.

Customer focused organizations focus both on customer satisfaction and profit. Achieving
customer satisfaction generates the profit. In these organizations top management has
frequent contacts with external customers. The top management uses consultative ,
participative, and supportive management styles to get through to the customer. The staff
focuses all of its attention on satisfying the customer’s needs. However, the management’s
job is to provide the staff with support necessary to achieve these goals. The other department
and staff in the organization that do not have direct contact with the external customers deal
exclusively with internal customer satisfaction.

The Influence of the salesperson in Customer Satisfaction-

In an article titled, “The influence of salesperson selling behavior on customer satisfaction

with products,” Brent G.Goff and James S. Boles examine the effects of non-product related
construct on customer satisfaction with major retail purchases such as automobiles. The
article states that salesperson’s selling orientation- customer orientation (SOCO) will affect
not only consumer satisfaction with the salesperson and dealer, but also indirectly,
satisfaction with the product or manufacturer.

In the perspectives of both the retailer and the manufacturer, customer satisfaction represents
an important issue because it relates to several desirable outcomes. Customer satisfaction
leads to future purchases, and repeated purchases of the same product from the same source.
In other words, it helps a firm retain its present customers and build loyalty. By helping a
buyer obtain product information and providing guidelines about what should be expected

18

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

during the buying process and use of a product, a salesperson may influence customer
expectations concerning the product. Thereby this may reduce the likelihood of
dissatisfaction (Grewal and Sharma, 1991). A successful salesperson tailors to the needs of
each individual customer. By being customer-oriented, a salesperson is likely to identify with
needs of the customer, enabling the salesperson to match his or her presentation to those
requirements of the customer.

Internal Marketing – how it affects Customer Satisfaction –

Successful companies make every effort to ensure satisfaction to their customer by focusing
all organizational efforts of the company on providing superior customer service. By doing
this these companies hope to retain their existing customers and attract new ones. Only angle
of customer satisfaction commonly overlooked is the internal aspect.

The internal customer or employee plays a vital role in achieving customer satisfaction and
loyalty. Some firm’s do not understand that the treatment of internal customers becomes the
external customers’ perception of the company. A firm’s employees or other departments
within the organization make up its internal customers. Their job performance affects the
firm’s ability to deliver superior product and customer service (Boone and Kurtz,
1999). When a firm’s employees are happy at work, their overall attitude and performance
towards the customer enhances tremendously. Internal marketing helps members or
employees of an organization understand and fulfill their roles in implementing its marketing
strategy. Internal marketing not only keeps employees happy, it also shows them how their
actions affect the firm’s ability to achieve customer satisfaction.

Customer Satisfaction as part of Service Profit Chain:

A Harvard Business Review article outlines the internal process required to drive growth and
increase profitability. The article describes the ways in which service quality contributes to
success, outlining the steps in the “Service-profit chain”:

Profitability / Growth

Customer Loyalty

19

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

Customer Satisfaction

Value

Employee Productivity

Employee Loyalty

Internal Quality

Leadership

20

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

Introduction of the problem: To study the customer satisfaction towards Hyundai.

Research design: Research design is simply the framework or plan for a study, Used guide in
collecting and analyzing data. For the study: for conducting that research I selected the
Descriptive research design.

Descriptive research design: Descriptive research is also called Statistical Research. The main goal
of this type of research is to describe the data and characteristics about what is being studied. The idea
behind this type of research is to study frequencies, averages, and other statistical calculations.
Although this research is highly accurate, it does not gather the causes behind a situation. Descriptive
research is mainly done when a researcher wants to gain a better understanding of a topic. that is,
analysis of the past as opposed to the future.

Descriptive research is the exploration of the existing certain phenomena. The details of the facts wont
be known. The existing phenomena’s facts are not known to the persons.

1. Sampling design:
I. Population:
Sampling unit: customers

Extent: Raipur

II. Sample size:

The sample size of the report is 50 customers.

2. Data collection method:

(I) Primary data:
The primary data are those which are collected afresh and for the first time, and thus happened to be
original in character. There are several methods of collecting primary data particularly in surveys.
Important ones are:

(i) observation method

(ii) interview method

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

21

(iii) through questionnaires (iv) Through schedules etc.

For the study: Questionnaire method is used for collecting the data while conducting the
research.

II. Secondary data:

The secondary data are those which have already been collected by someone and
which have already been passed through the statistical process. Secondary data may either be
published data or un published data. Usually published data are available in :

(i) various publications of central, state, are local government;

(ii) technical and trade journals;
(iii) books, magazines, and newspapers. The sources of unpublished are many; they
may be found in diaries, letters, private individuals and organizations.

For the study: Internet is used for collecting the data while conducting the research.

Data sources- Primary, Secondary.

Data approaches- Questionnaire.

Sampling unit- customers of Hyundai

Sample size- 50 customers

Sample procedure-Non Probability Convenience sampling.

Contact method- Direct.

22

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

1. When you entered, what was the total rinse taken before someone from the staff
attended you?
No. Of People Percentage
Excellent <2min 5 10%
Good (2-5 Min) 16 32%
Fair (5-10 Min) 18 36%
Poor (>10 Min) 11 22%
Total 50 100%

10%
22%

32% Excellent
Good
Fair
36% Poor

Interpretation

10% Consumer were attended before 2 mins by the staff of Hyundai mangalam, 32%
consumer between 2 to 5 mins, 36% consumer after 5 mins and rest of consumers were not
attended on time.

2. How do you rate cleanliness and comfort of service reception & customer waiting
lounge / area?
No. Of People Percentage

23

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

Excellent 20 40%
Good 13 26%
Fair 15 30%
Poor 2 4%
Total 50 100%

4%

30% 40%

Excellent
Good
Fair
Poor
26%

Interpretation

Consumer waiting longue area of mangalam Hyundai is find clean by customers. Most of
people rated it as excellent and appreciated the cleanliness of showroom.

3. Are you satisfied with the servicing facility provided by Hyundai?

No. People

Satisfied 29
58%
Changes Needed 21
42%
Total 50 100%

24

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

Percentage

42%

58% Yes
No

Interpretation

Services provided by mangalam Hyundai is appreciated by its customers. 58% people have
the experience of good customer relation with them and 42% of them do not agree with it.

25

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

26

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

Percentage

4. How do you rate the quality of your relationship with the Hyundai?
No. Of People

Excellent 21
42%
Good 9
18%
Fair 13 26%

Poor 7 14%

Total 50 100%

14%

42%
Excellent
26%
Good
Fair
Poor
18%

Interpretation

42% consumer have the good customer relationship with mangalam Hyundai, 18% consumer
rated it as good and 26% consumer thinks that they have fair relationship and 14% people are
not satisfied.

27

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

Percentage

5 What is your Overall opinion about Hyundai Services?

No. Of People 56%
44%
Satisfied 28

Changes Needed 22

Total 50 100%

44%

56% Good
Bad

Interpretation

56% consumer of mangalam Hyundai are fully satisfied with their services and 44% people
thinks some changes should be done in their services.

28

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

Percentage

6. Does the vehicle of Hyundai satisfy your need?

No. Of People

Satisfied 42
84%
Changes Need 8
16%
Total 50 100%

16%

Yes
No

84%

29

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

Interpretation

Percentage

The vehicles of Hyundai is fully satisfying its consumers need. 84% people are fully satisfied
and proud to be a consumer of Hyundai. 16% people think some changes should be done
regarding its features.

30

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

7 Do you think the person who attended to you and accepted your vehicle for service
was able to understand the vehicle issues and also answered all your queries
appropriately?
No. Of People Percentage
Excellent 18 36%
Good 16 32%
Fair 11 22%
Poor 5 10%
Total 50 100%

10%
36%
22%
Excellent
Good
Fair
Poor
32%

Interpretation

The staffs of mangalam Hyundai provides good quality services to their consumers and it is
appreciatated by its consumers.

8 How conveniences are you when the vehicle delivered as per the allotted time?

31

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

No. Of People Percentage

Very Convenience 5 10%
Convenience 24 48%
Not Convenience 13 26%
Disappointed 8 16%
Total 50 100%

16% 10%

Very Convenience
26% Convenience
48% Not Convenience
Disappointed

Interpretation

The vehicles are provided to its consumers on time. Customers are satisfied with their
delivery time and 16% people think some change in it.

9 Do you feel the service charges / repair charges were reasonable?

32

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

Percentage

No. Of People 24%

42%
Excellent 12

Good 21

Fair 10 20%

Poor 7 14%

Total 50 100%

14%
24%

20% Excellent
Good
Fair
Poor
42%

Interpretation

The repairing of vehicles after sales is cheap in mangalam Hyundai most of consumer is
satisfied with its prices and few fine higher than other companies.

33

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

34

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

Percentage

10 What is your experience related to availability of spare parts?

No. Of People

Excellent 28
56%
Satisfied 13
26%
Average 7 14%

Not Satisfied 2 4%

Total 50 100%

4%
14%

Excellent
56% Satisfied
26%
Average
Not Satisfied

Interpretation

Mangalam Hyundai pays great attention towards after sales of its products. Spare parts are
easily available. 56% consumers rated it as excellent, 26% consumers as good, 14%
consumers as fair and 4 people thinks some changes.

35

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

Percentage

11 Did you find the service center staff co-operative, courteous & polite?
No. Of People

Excellent 6
12%
Good 18
36%
Fair 22 44%

Poor 4 8%

Total 50 100%

8% 12%

Excellent

44% 36% Good

Fair
Poor

36

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

Percentage

Interpretation

Staff members of mangalam Hyundai are polite to their consumers. Consumers have a
good relationship with them.

12 How would you rate your overall service experience?

No. Of People

Excellent 8
16%
Good 24
48%
Fair 16 32%

Poor 2 4%

Total 50 100%

37

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

Percentage

4% 16%

32%
Excellent
Good
Fair
48% Poor

Interpretation

Consumer find the overall experience with mangalam Hyundai is appreciable. They are
happy with the companies after sales services.

38

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

13 Based on your overall experience, would you visit this service center again?
No. Of People Percentage
Yes 34 68%
No 16 32%
Total 50 100%

32%

Yes
68% No

Interpretation
Consumer of mangalam Hyundai are happy with their companies and found the service
centre clean and appreciates its staff members for their polite nature and they are comfortable
with their visiting in service centre.

39

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

FINDINGS

 The staffs of company are very attentive and attend their customer in proper time.
 Consumer waiting longue area of mangalam Hyundai is find clean by consumers.
 Companies have good customer relationship with its consumers.
 Consumers of mangalam Hyundai are fully satisfied with the services provided by the
company.
 The vehicles of Hyundai satisfy the needs of consumers.
 The staff of mangalam Hyundai provides good quality services to their consumers and
it is appreciatated by its consumers.
 Companies have delivered its vehicles duely on time to its customers.
 The repairing of vehicles after sales is cheap in mangalam Hyundai  Spare parts
are easily available on showroom.
 Staff members of mangalam Hyundai are polite to their consumers. Consumers have a
good relationship with them.
 Consumer find the overall experience with mangalam Hyundai is appreciable. They
are happy with the companies after sales services.
 Consumer of mangalam Hyundai are happy with their companies and found the
service centre clean and appreciates its staff members for their polite nature and they
are comfortable with their visiting in service centre.

36

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

LIMITATION

1. Lack of proper training.

2. 45 days are not enough for collecting the data.

3. Lack of customer feedback.

4. Lack of coordination with the customer.

5. Time consuming in surfing the right customer.

6. Some employees in that organization may not be co-operative.

7. They may provide manipulated data’s.

8. We may not get the proper detailing of the organization.

9. The market of Hyundai is spread throughout the country, but the study is limited to
Raipur district.

10. It is not possible to extract the exact facts due to biasness of consumer and retailer.

37

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

CONCLUSION

Gaining high levels of customer satisfaction is very important to a business because

satisfaction customers are most likely to be loyal and to make repeat orders and to use a wide
range of services offered by a business. There are many factors which lead in high levels of
customer satisfaction including. Products and services which are customer focused and hence
provide high levels of value for money.

What is clear about customer satisfaction is that customers are most likely to appreciate the
goods and services that they buy if they are made to feel special. This occurs when they feel
that the products and services that they buy have been specially produced for them or for
people like them.

The maximum of the respondents preferred comfort, mileage, speed and inside space as the most
important attributes which determine the buying behaviour of the respondents. Thus it was
found out that all the asked for attributes were important for the customers while buying a
luxury sedan but comfort was the most prominent followed by Mileage and speed.

SUGGESTIONS
 Consumer satisfaction should be most important factor in the company.
 Company should emphasise more on social welfare.
 Certain new consumer felicitation should be provided to gain more consumers 
Delivery of vehicles should always on time.
 New policy should be invented from time to time to built customer relation.
 After sales services should be improved more.
 Companies should offer discounts on spare parts to gain more consumers.
 Consumers should always be attended on time.
 The response of staff members towards consumer should always be polite and
cooperative
 Regular feedback should be taken from consumers to improve the services.

38

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

ANNEXURE

BIBLIOGRAPHY

39

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

BOOKS:

• Kothari, C.R., Research Methodology, New Age Publications.

• Malhotra, Naresh K., Marketing Research, An Applied Orientation, Fourth Edition,
Pearson Prentice Hall, 2005, Part II, pp. 71-340.
• Chisnall, P.M. (1985). Marketing: A Behavioural Analysis. 2nd edn. McGraw-Hill.
• Zeithaml, V.A. and Bitner, M.J. (1996), Services Marketing, international edition,
McGraw Hill, New York, NY and London.

WEBLIOGRAPHY

 http://seonix.org/business/customer-satisfaction-in-7-steps/
 http://en.wikipedia.org/wiki/Customer_satisfaction
 en.wikipedia.org/wiki/ Hyundai

QUESTIONNAIRE

PERSONAL DETAILS
1. In order to have relevant information for the survey could you fill the

40

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

3 blank underneath.

Name: _____________________________________________

City/town: __________________________________________ 2.

How old are you? ___________________________________

3. What is your annual income?

a. Rs. 100000 _____________________

b. Rs. 100000 to 150000 _____________

c. Rs. 150000 to 200000 _____________

d. Rs. Above Rs. 200000 _____________

4. Gender?

 Male or female ____________ 5.

What is the type of household?

a. Single person _________________

b. Married with no kids ___________

c. Married with kids ______________

d. Others _______________________

QUESTIONARIE BASED ON CUSTOMER SATISFACTION

Q1. What features you were looking for in a car?

a. Safety{___}
b. Looks{___}

41

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

c. Economic{___}
d. Luxury{___}

Q2. Why you selected “HYUNDAI CAR” as your car?

a. Best in its segment{___}
b. Performance{___}
c. Latest technology{___}
d. Best resale value{___}

Q3.Which feature of “HYUNDAI CAR” attracts you more?

a. Price{___}
b. Looks{___}
c. Mileage{___}
d. Speed{___}

Q4.How do you found the interiors of the “HYUNDAI CAR”?

a. Average looking{___}
b. Good looking{___}
c. Better as comparison to another{___}

Q5.How do you find the mileage of the “HYUNDAI CARS”?

a. Satisfactory{___} c. Better as comparison to another{___}
b. Average{___}

Q6.Through which means of communication you got the information about the
“HYUNDAI CAR”?
a. Through media{___}
b. Through friends{___}
c. Through others than specify{___}

42

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

Q7.Did you purchase “HYUNDAI CAR” because shahrukh khan doing advertising of
“HYUNDAI CAR”?
a. Yes {___} b. No{___}

Q8.Which another car do you think are at par with “HYUNDAI CAR”?
a. Santro{___}
b. Getz{___}
c. Swift{___}
d. Any other specify{___________________________________________}

Q9. Are you satisfied with the interior space in the “HYUNDAI CARS”?
a. Yes{___}
b. No{___}
c. If yes/no specify{____________________________________}

Q10. Are you satisfied with the company’s after sale service?
a. Yes{___}
b. No{___}
c. If yes/no specify{_____________________________________}

Q11. Will you recommend “HYUNDAI CAR” to your friends and other relative? a.
Yes{___}
b. No{___}

Q12. Are you satisfied with overall performance of “HYUNDAI CAR”?

a. Yes{___}
b. No{___}
c. If yes/no specify{_______________________________

43

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

PERSONAL DETAILS

1. In order to have relevant information for the survey could you fill the
3 blank underneath.

Name: _____________________________________________

City/town: __________________________________________ 2.

How old are you? ___________________________________

3. What is your annual income?

a. Rs. 100000 _____________________

b. Rs. 100000 to 150000 _____________

c. Rs. 150000 to 200000 _____________

d. Rs. Above Rs. 200000 _____________

4. Gender?
 Male or female ____________

5. What is the type of household?

a. Single person _________________

b. Married with no kids ___________

c. Married with kids ______________

d. Others _______________________

QUESTIONAAIRE BASED ON POTENTIAL CUSTOMER

Q1. Why you want to purchase the “HYUNDAI CAR”?

44

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

a. Because of its look{___}

b. Because of its advertisement or popularity{___}
c. Or recommend by other{___}
d. Any other reason{___}

Q2. Which feature of “HYUNDAI CAR” attracts you most, that inspires you to go for
“HYUNDAI CAR”?
a. Price{___}
b. Design{___}
c. Mileage{___}
d. All the above{___}

Q3. Which color of “HYUNDAI CAR” do you prefer?

a. Red{___}
b. Black{___}
c. White{___}
d. Golden{___}

Q4. How is “HYUNDAI CAR” different from its competitors?

a. Price{___}
b. Looks{___}
c. Comfort{___}
d. Mileage{___}

Q5.How did you come to know about this cars?

a. Friends{___}
b. Newspapers{___}
c. Internet{___}
d. If any other than specify{_____________________}

45

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

Internship Weekly Report

PYB2023

Name of the Student: Archit Pandey

Enrolment No.: A80306420040
Organisation: Shankara Vehicles Pvt. Ltd
Place: Vidhan Sabha Road, Near Mowa Thana, Mowa, Raipur
Internal Guide: Mrs. Shweta Patel
Period: 1 Month [30 Days]

SL. Class and Name of the Co. Supervisor’s Internal Guide

Date (From - To) Task Handled Learnings
NO. Section Supervisor Feedback Feedback
W1 20/06/22 – 26/06/22 BBA ‘A’ Deepika Gardia Taking customers Steps in selling Hard working and
feedback about process and how also have good
compact suv cars. to execute them.
communication
skill
W2 27/06/22 – 3/06/22 BBA ‘A’ Deepika Gardia Taking customers About how Has good
feedback about service observation skill
department work and has eagerness
Hyundai car servicing in automobile to learn something
industry new

W3 4/06/22 – 10/06/22 BBA ‘A’ Deepika Gardia Calculating how much About how to He is Hard
claim accidental cars calim insurance working and have
in accidental dedication towards
will get according to cars his goal

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

W4 11/06/22– 17/06/22 BBA ‘A’ Deepika Gardia Learning how to Learning how Hard working and
valuate second-hand second-hand also have good
cars cars dealership communication
[H Promise] skill
works in
Hyundai

Signature of the Internal Mentor: Signature of the Co. Supervisor:

Name: Mrs Shweta Patel Name: Deepika Gardia
Designation: Designation: Sales Customer Care Manager
Date: Date:

Downloaded by Pragya Singh ([email protected])

 lOMoARcPSD|28958087

ALL RIGHTS RESERVED

AMITY BUSINESS SCHOOL

AMITY UNIVERSITY, CHHATTISGARH, INDIA

Downloaded by Pragya Singh ([email protected])