Volume : 3 | Issue : 1 | Jan 2014 ISSN - 2250-1991

Research Paper Commerce

A Study on Analysis of the Customer Satisfaction

Level Towards the Use of Bajaj Bikes with
Special Reference to Tirunelveli Town, Tamilnadu
* Dr. Mrs. PUNITHAVATHY PANDIAN ** A.
ARUNACHALA RAJAN
* Emeritus Professor, Madurai Kamaraj University, Madurai - 625 021. t

** Research Scholar (Ph.D.), Department of Commerce, Manonmaniam Sundaranar t

University, Tirunelveli – 627 012, Tamilnadu.
ABSTRACT

In India, many companies entered the field of vehicles and market their services under various schemes. In turn the users
of bikes regardless of age, sex, income are always on the increase but in practice the customers using on brand of bike are
not permanent and they simply changes the bikes from one to another or from one model to another model according to their
convenience and performance of bikes. Hence the present study on Customer Satisfaction Level towards the use of Bajaj
Bikes with special reference to Tirunelveli Town, is undertaken.

Keywords : Customer, Satisfaction, Preference

INTRODUCTION percentage measure, a one-item 7-point bipolar scale (e.g.,

The customer satisfaction is the relationship between the cus- Westbrook 1980).
tomer expectations and the product’s perceived performance.
If the product matches the expectations, the customer is sat- SCOPE OF THE STUDY
isfied. If it exceeds, the customer is highly satisfied. A cus- The study helps in having an awareness of customer satisfac-
tomer, if satisfied is more likely to purchase product the next tion towards the use of Bajaj”. As Bajaj had a good reputation
time and will say good things about the product to others. in the market, this study will help to know that how Bajaj is
satisfied by the vehicle users.
Customer satisfaction is closely like
ü Quality OBJECTIVES
ü Price § To identify the various factors influencing customer to pre-
ü Availability fer Bajaj two wheelers.
§ To know the satisfaction level of customer towards vari-
Customer Satisfaction, a term frequently used in market- ous attributes of Bajaj two wheelers.
ing, is a measure of how products and services supplied by a § To know the level of satisfaction towards customer ser-
company meet or surpass customer expectation. Customer vice representatives.
satisfaction is defined as “the number of customers or per- § To identify the expectation that should be satisfied by Ba-
centage of total customers, whose reported experience with jaj two wheelers to increase customer satisfaction.
a firm, its products, or its services (ratings) exceeds specified § To render suggestion to increase customer satisfaction
satisfaction goals”. towards Baja two wheelers.

Customer satisfaction is an ambiguous and abstract concept RESEARCH DESIGN

and the actual manifestation of the state of satisfaction will Research is common word refers to a search for knowledge.
vary from person to person and product / service to product It can also be defined research as a “scientific and systematic
/ service. The state of satisfaction depends on a number of search for pertinent information on a specific topic”. In fact,
both psychological and physical variables which correlate research is an art of science investigation.
with satisfaction behaviors such as return and recommend
rate. The level of satisfaction can also vary depending on oth- A Research Design encompasses the methodology and pro-
er options the customer may have and other products against cedure employed to conduct scientific research. The design
which the customer can compare the organization’s products. of a study defines the study type (descriptive, correlational,
semi-experimental, experimental, review, meta-analytic) and
Good quality measures need to have high satisfaction load- sub-type (e.g.: descriptive-longitudinal case study), research
ings, good reliability, and low error variances. In an empiri- question and hypotheses, independent and dependent varia-
cal study comparing commonly used satisfaction measures bles, experimental design if applicable, data collection meth-
it was found that two multi-item semantic differential scales ods and a statistical analysis plan.
performed best across both hedonic and utilitarian service
consumption contexts. According to studies by Wirtz & Lee The research design is the determination and statement of
(2003), they identified a six-item 7-point semantic differential general research approach of strategy adopted for the par-
scale, which is a six-item 7-point bipolar scale that consist- ticular product. It is the heart of the planning which the design
ently performed best across both hedonic and utilitarian ser- adheres to the research objected which will ensure that the
vices. It loaded most highly on satisfaction, had the high- needs will be served.
est item reliability, and had by far the lowest error variance
across both studies. The another best scale was single-item Descriptive adoptive has been followed in the study as it is

22 X PARIPEX - INDIAN JOURNAL OF RESEARCH

Volume : 3 | Issue : 1 | Jan 2014 ISSN - 2250-1991

invested to produce accurate descriptive of various relevant From the above table, it is shown that the 18 percent of the re-
to the decision faced without demonstrating that some rela- spondents are strongly agreed, 30 percent of the respondents
tionship exist within variable. It is used to measure the be- are agreed the work of money, 32 percent of the respondents
havior variable of people of subject who are under the study. are moderately agreed, and 14 percent of the respondents
Questionnaire is the primary form of collecting data. are disagreed this.

STATISTICAL TOOLS From this, the total is 174 that is the rank values 3.48. So, the
1. Percentage Analysis maximum number of the respondents are agreed.
2. Likert Scale Method
ATTRIBUTES THAT ARE INFLUENCED THE CUSTOMERS TABLE – 4
TO PREFER BAJAJI BIKES. BRAND IMAGE

TABLE 1 Status Number of Likert

TECHNICAL EXCELLENCE Respondents Percentage Value Value Rank

Number of Likert Strongly 18 36 5 90 2

Status Respondents Percentage Value Value Rank Agree
Strongly Agree 24 48 4 96 1
Agree 7 14 5 35 3
Neutral 7 14 3 21 3
Agree 22 44 4 88 1
Disagree 1 2 2 2 4
Neutral 16 32 3 48 2
Disagree 5 10 2 10 4 Total 50 100
Strongly Source : Primary Data
Disagree 0 1 0 5

Total 50 100 The above Table shows that the 36 percent of the respond-
ents are strongly agree the brand image, 48 percent of the
Source : Primary Data respondents are agreeing, 14 per cent of the respondents
are said that its normal and finally 2 per cent of the respond-
From the above Table, 1 percent of the respondents are ents are disagreeing the concept of brand image. So, the
Strongly Agreed with technical excellence. 44 percent of the maximum number of the respondents are strongly agree the
respondents are agreed. 32 per cent of the respondents are brand image of the vehicle.
moderately agreed.
TABLE 5
From this, the total value 181 divided by 50 is 3.62. So, the BETTER MILEAGE
maximum number of the respondents are agreed the techni-
Status Number of Likert
cal excellence. Respondents Percentage Value Value Rank
TABLE – 2 Strongly 7 14 5 35 2
Agree
CUSTOMER SERVICE
Agree 22 44 4 88 1
Status Number of Likert
Respondents Percentage Value Value Rank Neutral 11 22 3 33 3
Strongly 5 10 5 25 3 Disagree 6 12 2 12 4
Agree
Strongly 4 8 1 4 5
Agree 23 46 4 92 1 Disagree
Neutral 16 32 3 48 2 Total 50 100
Disagree 6 12 2 12 4 Source : Primary Data
Total 50 100
From the above table, it is shown that the 14 percent of the
Source : Primary Data respondents are strongly agree with Better Milege, 49 percent
of the respondents are agreed, 22 percent of the respondents
Table 2 shows that the 10 percent of the respondents are are said that its normal, 2 percent of the respondents are dis-
strongly agreed the customer service, but 46 percent of the agreeing and finally 8 percent of the respondents are strongly
respondents are agreed the services and the 32 percent of disagreed the Better Milege. So, the maximum number of the
the respondents are told that it’s normal. At the same time respondents are in the category of Neutral.
12 percent of the respondents are disagreed the customer
service. SUGGESTIONS
There are some suggestions for promoting the sales of Bajaj
TABLE 3 bikes. The following are suggestions made by the researcher.
VALUE FOR MONEY v As the customers feel that the employees are not sup-
porting and not providing proper services, the companies
Status Number of Likert
Respondents Percentage Value Value Rank should provide proper services and increasing the after
sales services activity. It will increase the sales.
Strongly 9 18 5 45 3 v More emphasis should be given to the promotional ele-
Agree
ments such as advertising through pamphlets etc.
Agree 15 30 4 60 1
Neutral 18 32 3 54 2 CONCLUSION
The researcher takes pleasure in presenting this report of the
Disagree 7 14 2 14 4 humble study that he has made. The researcher has full sat-
Strongly isfaction over the work that was done by him independently
Disagree 1 2 1 1 5 with the supervision of his Guide. The researcher has a feel-
Total 50 100 ing that at least some of his findings and suggestions may
be useful to increase the sales of Bajaj bikes and also they
Source : Primary Data promote their services so effectively in the days to come.

23 X PARIPEX - INDIAN JOURNAL OF RESEARCH

Volume : 3 | Issue : 1 | Jan 2014 ISSN - 2250-1991

REFERENCES
1. Westbrook, Robert A. (1980), “A Rating Scale for Measuring Product/Service Satisfaction,” Journal of Marketing, 44 (Fall), 68-72. | 2. Farris, Paul W.; Neil T. Bendle;
Phillip E. Pfeifer; David J. Reibstein (2010). Marketing Metrics: The Definitive Guide to Measuring Marketing Performance. Upper Saddle River, New Jersey: Pearson
Education, Inc. ISBN 0-13-705829-2. | 3. Wirtz, Jochen; Chung Lee, Meng (2003), “An Empirical Study on The Quality and Context-specific Applicability of Commonly
Used Customer Satisfaction Measures,” Journal of Service Research, Vol. 5, No. 4, 345-355. | 4. www.bajajauto.com

24 X PARIPEX - INDIAN JOURNAL OF RESEARCH