A Study of

Consumer Relationship Management:A Case Study of Piaggio

Submitted to

CHITKARA BUSINESS SCHOOL

in partial fulfillment of the requirements for the award of degree of

Bachelor of Business Administration 2015-18

Submitted by: Submitted to:

PalakbudhirajaDr.kk Sharma

Roll no :1520990067

2018

CHITKARA BUSINESS SCHOOL

CHITKARA UNIVERSITY

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 ONLINE COURSE CERTIFICATE

https://courses.edx.org/certificates/76545b20f2044349b76854613dd45c9d

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OFFER LETTER

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INTERNSHIP COMPLETION CERTIFICATE

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 DECLARATION

I, “PALAK BUDHIRAJA”, hereby declare that the work presented herein is genuine work done
originally by me and has not been published or submitted elsewhere. Any literature, data or work
done by others and cited in the report has been given due acknowledgement and listed in the
reference section.

_______________________

(Student's Name & Signature)

_______________________

(Roll No.)1520990067

Date___________________

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 ACKNOWLEDGEMENT

Project work is never the accomplishment of an individual rather; it is an amalgamation of the effort,idea
and co-operation of a number of entities. The Completion of the project study the follow seemed to be a
distant goal,had it not been for the contribution of a number of people.

The successful completion of any research work is not possible without receiving work would also not
have found its destination had it not been for the constant help & guidance of certain people towards,
whom I take this opportunity to express a deep sense of gratitude.

The researcher expresses deep sense of gratitude to his supervisor, Dr Kulwant Kumar Sharma for
providing valuable guidance in planning and conduct of the research .It is with his guidance that the
present report could see the light of the day.

The research is indebted to her co-workers and her friends for encouragement and active help.

The researcher is also thankful to all persons & Almighty God.

PalakBudhiraja

Roll No:1520990067

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Executive Summary

The automobile industry is one of the most vibrant and growing industry. India is the world second fastest
growing auto market .CRM plays very vital role in maintaining the foundation of automobile industry and
raising it to great heights. Customer relationship management (CRM) is a strategy for managing all your
company’s relationships and interactions with your client and potential clients. Its helps to improve the
profits. More usually, when people talk about CRM they’re usually relation to a CRM system , a tool that
help with contact management ,sales management , workflow processes ,productivity and more .

Customer Relationship Management allows you to target your organization‘s relationship with individual
people –whether those are the client, service users, colleagues or suppliers, CRM isn’t just for sales.
Some of the most important gains in productivity will come back from moving beyond CRM a sales and
marketing tool and embedding it in your business –from HR to client service and supply –chain
management.

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 Table of Contents

S.NO TPOIC PAGE.NO

1. Executive Summary
PART 1 INTERNSHIP
1. Introduction of Company 1
2. Vision and Mission of Company 2
3. Introduction of Firm 3
4. Type of Internship 4
5. Business Generated Till Now 5
6. Experience Obtained 6
7. Organisation Structure 7
PART II PROJECT
1. Customer Relationship Management 8-13
2. Product & Services 14-24
3. Market (domestic & export) 25
4. Objectives of Project 26
5. Literature Review 27-29
6. Research Methodology 30-32
7. Data Analysis & Interpretation 33-50
9. Finding ,Suggestions &Limitations 51
10. Conclusion 52
11. Appendix 53-58
12. Bibliography 59-60

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Introduction of Company

Piaggio vehicles private ltd.(PVPL),the Italian multination corporation of three-wheeler product

transportation in India, is nowadays the no.1 in its category. By setting world level in vehicle performance
and client service ,it has establish the three wheeler cargo phase in India. Nowadays the
corporate supply a spread of travellers and cargo vehicles for several made-to-order applications.

PVPL could be a 100% subsidiary of Piaggio& C. s.p.a. of Italy, the artificer of 3-wheelers. PVPL
initiated its Indian operations within the year 1999 with the project of the brand apé that was associate
degree lightning success and has fully grown from strength to strength over the years. Its superior product
options and advantages joined with world category client service have attained apé a loyal &growing
client base. Apé is firmly accepted within the hearts and minds of consumers as a dependable brand that
helps them maximize their business earnings. Piaggio vehicles has engineered for higher fuel potency,
stony performance and outstanding load carrying capability. Living up to Piaggio’s core philosophy, all
its vehicles follow to the foremost demanding emission norms.

PVPL has currently established its position as associate degree undoubted leader within the diesel 3
wheeler market. This outstanding growth track wouldn't be attainable without PVPL’s advanced R&D
center, trendy producing unit and stellar network. Over the last fifteen years more than one.9 million
Indian transporters have sure apé for total responsibility, dependability and gain. Today, lacks of tonnes
of merchandise and several travellers are transported daily across the country on the apé.

Piaggio India has success launch progressive product with world class technology in India. Its standing is
made on its economical network unfold across India, providing world classclient Care.

Piaggio dealers area unit wide unfold in states of province , Assam , Bihar ,Chandigarh , Chhattisgarh,
Delhi ,Gujarat ,Haryana ,Himachal Pradesh ,Jammu and geographical region, Jharkhand, Karnataka ,
Kerala , Madhya Pradesh ,Manipur ,Meghalaya, Nagaland, Orissa ,Punjab ,Rajasthan , Tamil Nadu ,
Telangana , Uttar Pradesh, Uttarakhand ,West Bengal. There are over 760 dealers and service centers
in India.

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VISION OF COMPANY
To be the no.1 and the most worldwide participant with global –elegance first-class and technology
leadership in the light commercial vehicle category offering transportation solution
for specific customer want.
To be perceived as a completely unique, excessive – impact, fast
response, innovative and growth oriented company which is well-known around the world for
its unmatched level of excellence.

MISSION OF COMPANY

To become a market leader in the light transportation vehicle segment, and achieve the status of world –
class company which manufactures &markets a wide range of high quality product to the total satisfaction
of customer in the domestic and overseas market by ensuring:

 Low value of manufacture

 Tremendouslyprofitable increase
 Sustainable home & global competition.
 Maximized stake holder’s pride and delight
 Commercial enterprise ethics

Through a continuous improvement of process focused on:

 Overall quality
 Useful resource production
 Technology
 Cost effectiveness

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About the Firm

Pragati Automobile dealer of Piaggio ape located in Ambala city near modeltown GT road , NH1.They
begin their journey in year 2005. They acquired market share more than 50% in three wheeler in Ambala
city. In 2005 there annual sale was of 100 autos which gradually increased.

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Type of Internship

Appointed as a sales management trainee with the following job description of my profile:-
• Manage the wants of existing customers by providing them with services
• Develop relationships with new customers and provide them with info on the company’s product and
services
• Ascertain that customers are kept abreast of company policies and procedures and provide them
with data on new product and services.
• Feedback to the supervisor in a bid to assist the sales management team in creating sales plans.
• Observe sales processes by shadowing supervisors or sales representatives and emulate their sales
management processes to fulfil set targets
The internship was meant to enhance the intern’s skills and no financial incentives / stipend was offered
by the training organization.

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Business generated

We have triggered 20 enquiries of the customers through phone calls who were interested to purchase
new three wheeler and 10 enquiries generated of those customers who visited the showroom.

We have sold 5 vehicles 2 were cargo and 3 where passenger .one three wheeler was sold through cash
and other four were financed by INDUSIND BANK .LTD

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Experience Obtained

I never thought of such a memorable experience which I had working at Piaggio dealership Pragati
Automobile, Ambala, Haryana, India. I joined on 1-12-2017 as I was really new at that place and people.I
was very nervous. My Project Guide made me comfortable as he discussed with me how to deal with
customer and how to make them satisfied and have a successful conversation.

On this journey, I learned how to deal with people buying behaviour whether they are some customers are
interested or not. Customers came, some came to just enquire only about the product not for the purpose
of buying it. But some customers were really interested to buy. So they had lots of questions about the
vehicle. Firstly they wanted to know about the mileage, horse power, CC of an engine, seating capacity,
warranty etc about a vehicle. Now the main issue is how they will make the payment after being satisfied
with its features. There are some customers who make a cash payment, others get it financed. Those who
want to get it financed gave their id proof and we further transfer those ID proofs to the bank than they
decide whether they want to provide finance or not.

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Organisation Structure

CEO

Manager

Sales Sales Sales Sales

Executive Executive Executive
Accountant CRM
Executive

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Customer Relationship Management

In CRM ‘R’ refers to a relationship. However, there is always a doubt to grasp the particular
understanding of this relationship. This relationship between supplier and client is not a private
relationship or a one-time dealing relationship. A client is the main stakeholder for any organization. A
client isn't keen about us we are dependent on him. That‘s why it's said that “A happy client is that the
best business strategy of all”.

Customer relationship management could be a tool for distinguishing the way to produce a lot of client
worth and client satisfaction. Each firm could be a mixture of activities that are performed to style,
product, market, deliver, and support its product. CRM emerges as a well-liked buzzword in a business.
It's strategy for managing all your company‘s relationship and interaction along with your clients and
potential customer.

CRM facilitate in maintaining the elaborated info of a client to stay connected with them and aim to
maximize client loyalty. The CRM could be the latest technique in selling wherever the merchandiser
seeks to expand future bond with the purchasers to tie-up them as lifetime customers. CRM direct to form
the client climb up to the ladder of loyalty.

The organization 1st try to find out who are possible potentialities i.e. those who have a powerfully
Inquisitive about the products and capabilities and feature potential to buy it. The corporate plan
to change several of its certified potentialities into 1st-time customers and so to convert those 1st-
time clients into repeat clients.
Then the company attempts to convert these repeated customers into clients – they're those people
who purchase only from the company within the relevant product classes. The following challenge for
the corporate is to convert this consumer into advocates. Advocates are the ones client who not
only make regular purchases, but, also are welling to marketplace your product and services to others.
The main challenge is to modify those advocates into partners wherever the purchaser and also the
Clientswork actively along to get ways in which of acquiring mutual profit. Thus in CRM the
key performance figure isn't always clearly contemporary marketplace proportion, however, the
proportion of existence durationthrough converting customers into partners.
CRM enables business with generation and human sources to achieve insight into the
behaviorof customer’s expectancies to meet. Henceforth CRM is the success mantra for today’s enterprise
world to keep and satisfy the customer.

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Features of CRM

Customer relationship management is a set of actions that is customized by a company to manage and
controlclients and supplier in an economical way for achieving superb business. –

1. Client wishes- An organisation will never presume, what exactly a client desires. Thus it
is most vital to interview a client regarding all of the likes and dislikes simply .so the particular desire are
often found and prioritize.

2. Clients response- client reply is the reaction by the organization to the queries and activities of
the client. Handling these queries showing intelligence is extremely essential as little
misunderstandings can also carry dissimilar perceptions.

3. Client satisfaction- client pleasure is the measure of how the wants and responses
are blend and delivered to meet the client expectation. In nowa day’s competitive business
market, consumer delight is the principleoverall performance supporter and primary differentiator
of enterprise techniques.

4. Client Loyalty- client loyalty is that the tendency of the purchaser to stay in business with a
particularprovider and buying the products continuously. That is generally seen while a client is
extremely abundant glad by the provider and re-visits the organization for business deals, or as soon as
he often or regularly re-buying a selected product or brand over instances by that provider.
To continue the client loyalty the mostfactor of a company is to target client satisfaction.

5. Client Retention- client retention might be a strategic method to stay or retain the prevailing clients
and no longer letting them diverge to alternative suppliers or organisation for business.

6. Client complaints- always there exists a challenge for suppliers to deal with complaints raised
via clients. Commonly raising an objection indicates the act of dissatisfaction of the client. There
are often many reasons for a client to create complaint. The main cause that could also exist as a result
of the client dissatisfaction. Typically, objections are launched as a result of a few type of
misunderstanding in analysing and interpretingthe conditions of the deal provided by the provider
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relating to any service or product. Managing thesecomplaints to the final satisfaction of the client is
enormous for any organization.

7. Client service- In an organization customer service is that the primary step of delivering information
and services regarding all the merchandise and brands. Client delight relies upon on a degree of service
providedto him by the issuer.

Different Types of shopper

Customers play the most important role in business. In reality, the client is the real boss during a deal and
is accountable for the real profit for the organization. A client is the one who uses product and services
and judges the standard of this product and services. Thus it’s key for a corporation to retain customers or
create new customers and grow the business. To manage customers, organizations ought to follow some
form of approaches like the division into teams as a result of every customer needs to be reviewed
valuable and profitable.

Customers will be of following types:

1. Loyal Customers- These forms of customers are less in numbers, however, uplift a lot of sales and
profit as measured by different customers as these are those who are fully happy with an organization.

• Revisit the organization over times thus it's crucial to interact and keep in touch with them on a regular
basis and spend much time and energy with them.

• Loyal customers need individual attention and want polite and respectful responses from provid

2. Discount Customers- Discount customers also frequently visit however they're only a part of the
business when offered with discounts on regular product and makes or they purchase only low price
product. More is the discount the more they favor towards shopping for. These customers are largely
associated with little industries or the industries that stress on low or marginal investments on the product.
Targeting on these kinds of customers is also prime as they also promote distinguished a part of profit
into business.

3. Impulsive Customers- These customers are arduous to satisfy as they want to do the business in urge.
They don’t have any fixed item into their product list, however, urge to shop for what they find good and
productive at that point of time. Handling these customers could be a challenge as they’re not
significantly searching for a product and want the supplier to show all the useful product they have in
their tally ahead of them in order that they will purchase what they like from that presenting. If impulsive

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customers have treated accordingly then there's high chance that these customers may well be a
responsible for a high proportion of selling.

4. Want based Customers- These customers are product specific and only tend to shop for things only to
which they're habitual or have a particular want for them. These are a frequent customer, however, don’t
become a part of shopping for most of the days thus it's difficult to satisfy them. This customer should be
handled absolutely by showing them ways and reasons to change to alternative similar product and types
and start to shop for these. These customers may probably be lost if not taken up efficiently with positive
interaction.

5. Wandering Customers- These are the least profitable customers as typically they themselves are n’t
certain what to shop for. These customers are usually new in the industry and most of the days visit
suppliers just for following their desires on product. They investigate options of most distinguished
product within the market, however, don't purchase any of these or show least interest in buying. To grab
such customers they must be properly informed about the assorted positive options of the product so they
develop a way of interest.

Need of Relationship with Customers

Building relationship with customers in present market trends is the most significant feature that a
company should target. Distinction and eminence are currently most property and affirm that developing
sensible relationship with customers is the must. A number of the substantial outcomes of building a
high-quality relationship is explained below by which require of relationship with the client are insight:

1. Better Client Perceptiveness- As the client lengthens to deal with a provider, the provider tends to
explicate an improved insight of customer’s desires and expectations. By this, a high level of relationship
is often developed between them. Can result in marketing a lot of merchandise and retain the business
with the purchasers which finally will cause profitable business.

2. Cause Client Satisfaction- client satisfaction is the measure of however the requirements and responses
are collaborated and delivered to surpass client expectation. It will only be earned if the client has an
overall sensible relationship with the provider. In today’s competitive business marketplace, client
satisfaction is a very important performance exponent and basic differentiator of business ways. Hence,
the more is client satisfaction; more is the business and also the bonding with a client.

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3. Cause Client Loyalty- Client loyalty is the tendency of the client to stay in business with a specific
provider and purchase the product often. This is often typically seen when a client is extremely much
satisfied by the provider and re-visits the organization for business deals,

or once he's tended towards re-buying a selected product or brand over times by that provider. To
continue the client loyalty the foremost necessary side a company should target is client satisfaction,
therefore it is often said that client loyalty is also an outcome of the excellent relationship.

4. Cause Client Retention- Client retention may be a strategic method to stay or retain the present clients
and not letting them diverge or defect to alternative providers or organization for business and this only
attainable once there's a high-quality relationship between customer and supplier. Typically a loyal client
is tended towards projecting to a selected whole or product as way as his basic desires still are properly
consummated. He doesn't select taking a risk in going for a brand new product. More is the chance to
retain customers the more is the chance of net growth of a business.

5. Probabilities of Obtaining referrals- It's forever a cost-free advocacy by customers to supply referrals to
the provider when they feel satisfied and encouraged and once they have a healthy relationship with
customers. These referrals or customer’s reference to alternative customers acts sort of a piece of cake for
suppliers as there's no value and struggle concerned during this. This might be treated because the best
outcome of a quality relationship what a provider will consider.

6. Growth in revenue- once suppliers have a healthy relationship with customers the revenue of the
organization forever will increase as customers tend to shop for more and more. There's a chance that a
happy client gets to shop for a special category of related merchandise apart from the regular ones from
that exact provider. If a happy and loyal client has a home insurance from an insurance company then
there are positive probabilities that he may conjointly insure his property and car also if he's totally
satisfied with the services of that insurance underwriter. This can positively end in the growth of the
business.

7. Value to Serve is low- Value to serve existing satisfied customers is often very less for the provider as
they recognize and perceive customers. Customers never return with complaints and queries as a result of
they know the particular business flow and fully rely on the connection with provider.

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 CRM Applications
One the foremost fascinating side of CRM development is that the multitude client interfaces that an
organization needs to manage in today’s context.Until recently, a company‘s direct interface with the
client, if any, was primarily through sales folks or service agents. In today’s business atmosphere most
organization’s interface with their customers through the website, promoting departments, market and
business development personnel from numerous practical departments. Whereas every one of those units
may operate interactions with the corporate on a real-time basis.

Internet
Sales group

Integrated marketing information system –

information content

Marketing -relation database

Call Center
development
-decision support system

-communication

-use profit

Marketing Customer
operation
services

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Products and Services

Piaggio Ape XTRA LD Cargo Diesel

Piaggio Ape XTRA LD Cargo Diesel Price

Piaggio Ape Xtra LD Cargo Diesel Price is Rs. 1.7 Lakh (Approx)

Piaggio Ape XTRA LD Cargo Diesel Specifications

ENGINE

Type Single Cylinder, Naturally

Aspirated Air Cooled, DI

Displacement (CC) 436 CC

Max. Power 5.52 kW @ 3600 rpm+ 50rpm

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Max. Torque 18 Nm @ 2400 – 2200 rpm

CLUTCH

Type Multi disc, Wet type

GEAR BOX

Type Constant Mesh

No of Gears 4 Forward, 1 Reverse

BRAKES

Type Drum
brakes hydraulicallyactuatedinternal
expanding shoe type– Combined

SUSPENSION

Front Suspension Helical Spring with dampener with

hydraulic telescopic shock absorber

Rear Suspension Rubber compression spring with

dampener with hydraulic telescopic
shock absorber

WHEEL AND TYRE

Tyre Size 4.50-10, 8PR ( Cross ply with

Tube)

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OTHER

System Voltage (V) 12V(DC)

Battery Rating (Ah) 50 AH

Fuel Tank Capacity 10.5 Litres

(Ltr.)

Turning Circle 7
Dia (Mtr.)

Steering Handle bar type

DIMENSIONS (In MM)

Xtra Xtra Xtra Xtra

PV DV HB LD

Wheel Base 1920 1920 1920 2100

Overall Width 1490 1495 1490 1490

Overall Length 2965 2965 2965 3145

Overall Height 1635 1750 1750 1750

Rear Track 1260 1260 1260 1260

Min. Ground Clearance 240 240 240 240

Cargo dimensions 1480 NA NA 1660 X

X 1400

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 1400

WEIGHTS

GVW 975 975 975 975

Kerb Weight 415 440 435 438

Rated Payload 560 535 540 537

PERFORMANCE

Maximum Gradability 22.16%

Piaggio Ape XTRA DLX DIESEL Auto Rickshaw

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Piaggio Ape XTRA DLX Diesel Auto Rickshaw Price

Piaggio Ape Xtra DLX Diesel Auto Rickshaw Price is Rs.1.75 Lakh(Approx).

Piaggio Ape XTRA DLX Diesel Auto Rickshaw Features

 Engine: 436 cc SSingle cylinder – Naturally aspirated, Air cooled, DI

 Maximum power: 5.52 kW @ 3600 + 50 rpm

 Gearbox: Constant Mesh (4 Forward, 1 Reverse)

 Steering: Handlebar type

 Maximum Gradability: 23%

 Extra strong hood

 Extra Sturdy and stylish body

 Comfortable driver cabin

 Additional luggage space

 Xtra rain forced front dome

 Robust steering column and chassis

 Longer clutch life

 Extra strong passenger compartment

 Extended paint life

Piaggio Ape XTRA DLX Diesel Auto Rickshaw Specifications

ENGINE

Type Single cylinder –Naturally

aspirated, Air cooled, DI

Displacement 436 cc

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Max. Power 5.52 kW @ 3600 + 50 rpm

Max. Torque 18 Nm @ 2400 – 2200 rpm

CLUTCH

Type Multi disc, Wet type

GEAR BOX

Type Constant Mesh (4 Forward, 1

Reverse)

SUSPENSION

Front Suspension Helical Spring with dampener

with hydraulic telescopic
shock absorber

Rear Suspension Rubber compression spring

with dampener with hydraulic
telescopic shock absorber

BRAKES

Type Drum brakes hydraulically

actuated internal expanding
shoe type – Combined

STEERING

Type Handle bar type

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WHEEL AND TYRE

Tyre Size 4.50-10, 8PR ( Cross ply with

Tube)

OTHER

System Voltage 12V (DC)

Battery Rating 50 Ah

Seating Capacity D+3

(D+Pass)

Fuel Tank Capacity 10.5 ltr

DIMENSIONS

Wheel Base 1920 MM

Overall Width 1465 MM

Overall Length 2940 MM

Overall Height 1840 MM

Rear Track 1260 MM

Min. Ground Clearance 240 MM

WEIGHT

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GVW 725 KG

Kerb Weight 420 KG

PERFORMANCE

Maximum Gradability 23%

Piaggio Ape Delivery Van

Piaggio Ape XTRA LD Cargo Diesel Specifications

ENGINE

Type Single Cylinder, Naturally

Aspirated Air Cooled, DI

Displacement (CC) 436 CC

Max. Power 5.52 kW @ 3600 rpm+ 50rpm

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Max. Torque 18 Nm @ 2400 – 2200 rpm

CLUTCH

Type Multi disc, Wet type

GEAR BOX

Type Constant Mesh

No of Gears 4 Forward, 1 Reverse

BRAKES

Type Drum
brakes hydraulicallyactuatedinternal
expanding shoe type– Combined

SUSPENSION

Front Suspension Helical Spring with dampener with

hydraulic telescopic shock absorber

Rear Suspension Rubber compression spring with

dampener with hydraulic telescopic
shock absorber

WHEEL AND TYRE

Tyre Size 4.50-10, 8PR ( Cross ply with

Tube)

OTHER

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System Voltage (V) 12V(DC)

Battery Rating (Ah) 50 AH

Fuel Tank Capacity 10.5 Litres

(Ltr.)

Turning Circle 7
Dia (Mtr.)

Steering Handle bar type

DIMENSIONS (In MM)

Xtra Xtra Xtra Xtra

PV DV HB LD

Wheel Base 1920 1920 1920 2100

Overall Width 1490 1495 1490 1490

Overall Length 2965 2965 2965 3145

Overall Height 1635 1750 1750 1750

Rear Track 1260 1260 1260 1260

Min. Ground Clearance 240 240 240 240

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Cargo dimensions 1480 NA NA 1660 X
X 1400
1400

WEIGHTS

GVW 975 975 975 975

Kerb Weight 415 440 435 438

Rated Payload 560 535 540 537

PERFORMANCE

Maximum Gradability 22.16%

Services provided

 Washing services
 Breakdown service
 Refreshment serviceetc.

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Market( domestic &export)

Piaggio ape is an Italian company . Today Piaggio has emerged as the market leader .Piaggio ape three
wheeler segment is NO 1 in domestic market in India.Piaggio dealers are wide spread in states of India .
There are over 760 dealers and service centers in India.

I work in dealership of AmbalaPragati Automobile there market area is domestic AmbalaDistric.

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Objectives of Project

This study follows a case based approach wherein CRM is being studied in the context of Pragati
Automobile – a franchise of Piaggio Ape, India. The objectives of the study are as follows:

1. To study the post-purchase behaviour of Pragati Automobile customers.

2. To study the perception of customers towards customer relationship strategies of Pragati
Automobiles.
3. To measure the satisfaction levels of the customers of Pragati Automobile.

Justification of study

CRM plays important role in maintaining a bond with the client .The factor that facilitate in the overall
development of the client relationship with the firm are extremely affected by behaviour of
management .The relationship between customers and company is the area of interest for investigation.
CRM help the organisation maintaining in one to one relationship with client by keeping the records
of client information like contact and other information. This facilitatethe organisation to
supply updates regarding new offers and new launch of products every now and then .This facilitate in
keeping touch with them and retaining clients .This build future relationship with the clients.

Need of Study

CRM plays a significant role in the expansion of the company in the modern market scenario. In case of
Piaggio Ape the 3 wheeler industry due to different network service suppliers there's a huge competition,
to compete with the competition customer relationship management play’s a significant role for any
company. The aim of the customer relationship isn't just to retain the customer but also attracting new
customer and increasing the sales and also creating and maintenance of brand name awareness.

Customer perception attitudes and views regarding the product and services, along with suggestions
assume greater importance in the light of new entries and potential competitors, this study is an attempt
that directs to facilitate the management in selling their future choices in promoting and creating a good
image within the society.

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Literature Review

Henning gebertet.all (2003)

This research paper focuses on CRM and KM has emphasized the allocation of resources. The
CRM focused on managing the relationship between the company and its current client in which
KM provided important knowledge for a company's success. CRM and KM have both threatened
the project, as demonstrated by the failed project as analyzed on the basis of a six-year action
research. From this study we infer that the advantage of using KM and CRM can be an increase in
failure and degrade the integration of both approaches in a CKM model.

RanaSaifullah Hassam, Aneeb Nawaz et.all (2015)

The research paper given focused on maintaining a healthy relationship with the client and
maintaining a solid relationship could lead the company to great heights. The additional study on
CRM has found that managing customer relationships has a solid result on customer satisfaction
and that both variables have a positive relationship. The study concluded that the increase in
customer knowledge and the satisfaction of having information on what are the needs of its
customers and what will make them more satisfied.

Adam Lindgreen and Gurvinder Singh Shergill may (2003)

This research paper focuses on companies in each of the sectors. It had been claimed that
companies had to change towards interactions with customers, establish solid relationships and
systems or networks. This path was very different from the more conventional one through the
4P'S (ie, product, price, place, promotion). A subsequent study found that customer ability leads to
increased market share and tectonic gains. The study found that the main objective is a conceptual
framework that allows the financial evaluation of programs in the CRM areas.

InjazzJ.chen, Karen popovich (2003) explored on

.This study focused on CRM and its mix of people, processes and technologies that tried to
Understand the customers of a company. He focused on customer retention and relationship
development. This study founded CRM developed by advances in information technology and
organizational changes in customer-centric processes. However, the prosperous implementation
was fugitive for most companies because they did not believe that CRM required a reengineering
of company processes focused on the customer, transversal, functional and business.
To infer from the study, the management of a thriving implementation of CRM requires an
integrated and balanced approach to technology, processes and people.
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Rajshekhar (Raj) G.avalgi, Charles L.Martin and Robert B.Young (2006)
This research work focused on substantive market research information to increase market
orientation and its effect on international service companies' market research service companies,
as it helped them understand their current customers and potential. An additional study has
brought to light many stories and examples of cases used to demonstrate the important link
between market research, market orientation and CRM. These companies, express federal, postage
stamps and the like. The study concluded that in the markets of hyper-competitiveness today,
service companies must be market-oriented to compete with others.

MohanmmadShamsuddoha ,Tasubaet.all(2010)
The main objective of this document is to estimate the literature on CRM. To achieve this, the
study covered some objectives such as the identification of the key element of CRM, the factors
related to it have suggested a tool on the effectiveness of CRM.A subsequent study found that the
research model is derived from two areas of literature.One, a key element of CRM and, secondly,
the effectiveness of CRM performance. He introduced a new framework for the new calculation
from the point of view of Bangladesh. This study concludes that this document analyzes several
literatures on the key element of CRM. You can understand the aspect of the dimensions of CRM
to choose the right path to offer a competitive service

Tim Coltman ,Timoth M. Devinney and DavidMidgley (2009)

This research paper focused on the influence of Customer Relationship Management (CRM) on
the performance of companies that used a hierarchical construction model. Strategic CRM has
been designed as a specific event of the organization's ability to take advantage and organize
lower capabilities that include physical aspects such as IT and organizational skills. The result
revealed a favorable and significant path between a greater CRM capability and the company's
performance

Mohammad Shamsuddoha ,Tasnubaet.all(2011)

The research paper given focuses on the determinants of CRM and on the ability to adopt an
appropriate strategy and a service-oriented policy of a focused organization. Subsequently, this
study found key elements of the effectiveness of CRM performance and found a possible
approach to examine the dimensions of the relationship with the client. This study has inferred
that the problem of CRM in developed countries can be a guide for our fastest growing services
sector, as the various organizations are approaching, in particular the services sector is growing
very rapidly.

28
BhagyashriBhakane (2015)
This research paper focused on the results of CRM in aspects such as customer loyalty and
customer satisfaction in Indian organizations. He also focused on globalization. Industries have
grown at a faster pace and, with ever larger industries, even competition has increased. From this
study, those that we validated and the results show a highly positive correlation between the
variables considered for the study.

DibeeshC BBA.LLB(HONS)(2016)
This research paper focused that companies are aiming on retaining than obtaining new .There
important focus is customer loyalty. The further study discovered that to evaluate the impact of
CRM benefits on customer loyalty and retention for interest of enterprise and customer itself.
This study inferred that important factors that lead to customer loyalty for to the customer loyalty
for automobile was trust associated with on time service delivery.

29
Research Design

A research style is that the order of conditions for gathering and analysis of knowledge in a very manner
that aims to merge connexion to the research purpose with economy in procedure.

Features of a decent analysis design:-

A analysis style applicable for a specific research drawback, sometimes involves the subsequent options.
• The mean of gathering data.
• The objective of the matter to be studied.
• The nature of the matter to be studied.

There are four type of analysis styles that are:

• Exploratory Research: Even as the word implies, it surveys, that's to search
out regarding something by respondent the question in “what” or “How” manner.
• Descriptive Research: This is often a lot of in-depth analysis, that answered the question what and the
way.
• Explanatory Research: This seeks to clarify the topic matter being researched and tries to answer the
question what, however and why.
• Evaluation Research: this is often quite giant because it measures the worth of a program.
The analysis sort of this paper are going to be strictly descriptive just in case of descriptive analysis study
– one those studied which are involved with describing the characteristics of a specific individual
or cluster

30
 Research Design And Procedures

Design Methodology

Population &sample

Pilot-Test
Instrumentation/Sourc procedures
es of Info
-validity

-reliability

Data collection
Procedures

Data
Analysis/Reporting
Procedures

Flow Diagram Of Research Design

31
Population
The entire group from which the sample is drawn is known as “population”. The term population
in analysis mayinclude persons,objectives,attributes ,qualities ,behaviour of individuals etc . In
the present study a 50 feedback of consumers.

Sampling
Sampling is that the technique of choosing a sample .It is the method by which a relatively small range of
people, objects or events are choose and analyzed so as to search out out one thing new about the
whole population from that it had been chosen .It facilitate to reduce expenditure,save time and energy &
permits measurement with largerprecision and accuracy.

In the present study the investigator employed convenience sampling for the choice of sample .the
investigators has done the sampling in 2 steps:
1. Selection of Firm
The investigator selected the firm with her convenience.
2. Selection of Customers
Thecustomers were selected randomly by the investigators.

32
Data and Interpretation

Question 1)

25
22
Three Wheeler owned by
20 respondent

15
13

10
10

5
5

0 0
0

Interpretation:
Piaggio auto company is one of the leading three wheeler company in Ambala .It’s performance and
brand name leaves a great impact customer satisfaction and hope Mahindra come at 2th rank, Atulauto at
3th and Bajaj auto at 4thrank .

33
Question 2)

30
Offers from getting three wheeler serviced from company authorised
service station
25

20

15

10

0
Discount on Discount on Free Wash Extended Free break other (specify)
Spares. labour Warranty down service

Interpretation:
The customer get benefit on discount on labour, discount on spares ,free wash ,extended warranty and
free break down service .

34
Question3)

30

From where do you get your three wheeler serviced

25 24

20
18

15

10
8

0
Company Authorised service Unauthorized Service station Both
station

Interpretation:
Most of the customers get there three wheeler’s services from unauthorized service stations as they are
cheaper and provide credit facility.

35
Question 4)

30
How often you get your three wheeler serviced
26
25

20
17

15

10
7

0 0
0
q4 Once a month once in 2 once in quater once in6 once a year
month month

Interpretation:
As shown in graph most the customers get there three wheeler’s services once in 3 months, 17 % of
customers get there vehicle services once in 2 month and 7% of customers get there vehicle services once
a month .

36
Question 5)

Avail of the free maintenance services by company

0

18

All free services

some of them
None

32

Interpretation:
As shown in a pie chart 32% of customers avail all free maintenance services by company and 18 % of
customer avail some service.

37
Question 6)

SMS/Call Reminders from the company

4
8
6 Always
very ofen
can't say
sometime
13
Never

19

Interpretation:
As shown in a pie chart 8% of customer always get SMS/call reminders from company .13% of customer
said very often they got SMS/call reminders from company .Majority of the customer said that they can’t
say that they got SMS/call reminders from company .6% of customer said sometime they got SMS/call
reminders from company and 4% of customer deny that they never got SMS/call reminders from
company .

38
Question 7) Does availability of companies after sales service has a significant impact on your purchase
decision?

z-Test: Two Sample for Means

Variable
Variable 1 2
Mean 3.16 0
Known Variance 1.21 0.0001
Observations 50 1

Hypothesized Mean
Difference 3.16
Z 0
P(Z<=z) one-tail 0.05
z Critical one-tail 1.6448536

Interpretation
Our statistical analysis shows that the significance level is below than the critical value of z, we reject the
null hypothesis. so we can say there has a significant impact on purchase decision after sales services.

39
Question 8)Having a good after sales service network would help the companies to sell their products
easily?

z-Test: Two Sample for Means

Variable 1 Variable 2
Mean 3.68 0
Known Variance 1.0201 0.0001
Observations 50 1

Hypothesized Mean
Difference 3.68
Z 0
P(Z<=z) one-tail 0.5
z Critical one-tail 1.644853627

Interpretation:
Our statistical analysis shows that the significance level is below than the critical valve of z, we reject the
null hypothesis. so, we can say significant sales service network would help the companies to sell their
products easily.

40
 ,Question 9) If the three wheeler companies adopt effective Customer relationship strategies, will their
Three wheeler sales increase?

z-Test: Two Sample for Means

Variable Variable
1 2
Mean 3.8 0
Known Variance 0.652864 0.0001
Observations 50 1
Hypothesized Mean
Difference 3.8
Z 0
P(Z<=z) one-tail 0.5
z Critical one-tail 1.644854

Interpretation:
Our statistical analysis shows that the significance level is below than the critical valve of z, we reject the
null hypothesis. So we can say there has significant sales increase in three wheeler

41
Question 10) Having an effective customer relationship strategy would get the company new customers
for after sales service?

z-Test: Two Sample for Means

Variable Variable
1 2
Mean 3.76 0
Known Variance 0.8649 0.0001
Observations 50 1

Hypothesized Mean
Difference 3.76
Z 0
P(Z<=z) one-tail 0.5
z Critical one-tail 1.644854

Interpretation:
Our statistical analysis shows that the significance level is below than the critical valve of z, we reject the
null hypothesis. So we can say there has significant effective customer relationship strategy would get the
company new customers for after sales service.

42
Question 11)Did you buy an Annual Maintenance Contract with Company Authorised Service Station?

z-Test: Two Sample for Means

Variable Variable
1 2
Mean 3.94 0
Known Variance 0.6241 0.0001
Observations 50 1

Hypothesized Mean
Difference 3.94
Z 0
P(Z<=z) one-tail 0.5
z Critical one-tail 1.644854

Interpretation:
Our statistical analysis shows that the significance level is below than the critical valve of z, we reject the
null hypothesis. So we buy annual maintenance contract with company authorised service station.

43
Question 12)Whatinfluenced your decision to purchase the above mentioned brand of Three Wheeler?

Performance 4.52

Reliability 4.3

Brand 4.26

Price 3.88

Aesthetics 3.8

Availability of after sales service 3.08

Interpretation:
The factors that influence purchasing decision of the customer are performance,reliability and brand
name.Price , aesthetics and availability of after sales service are the second preference of customer.

44
Question 13) Why do / would you get your three wheeler serviced from Company Authorised Service
Station?

1 . Guarantee 4.28
2. Original parts 4.24
3. Warranty 4.06
4. Trust 3.92
5.Peace of mind 3.82
6.Special offers 3.58
7. Availability of latest equipments 3.4
8. Near to residence 3.22

Interpretation
Customers get there autos services from Authorised service station because they provide guarantee ,
warranty, original parts ,trust and availability of latest equipments etc.

45
Question 14) Why don’t / wouldn’t you get your three wheeler serviced from Company Authorised
Service Station?

1. Expensive 4.1
2. Expire of warranty 3.94

3. End of free service 3.82

4. Time consuming 3.54
5. Far from resident 3.52
6. Lack of trust 2.6

Interpretation:
Customer don’t get three wheeler services from company Authorised service station because there
services are so expansive and warranty period,period of free service are short .

46
Question 15)Why do / would you get your three wheeler serviced from Unauthorized Service Station ?

1. Cheaper price 4.26

2. Credit facility 4.16
3. Near to home /office 3.5
4. Peace of mind 2.9
5. Less Time Consuming 2.64
6. Special offers 2.6
7. Trust 2.56

Interpretation:

Customer get there three wheeler serviced from Unauthorized Service Station (Road side
Mechanic)because they are quite cheaper than a company authorised service station and
provide credit facility to the customers . Although the customer don’t have enough trust
and peace of mind they just get there three wheeler serviced as they provide credit facility
and do servicing at cheaper rates as compared to the company service station.

47
Question 16, 17)

4.5

3.5

2.5
company service station
2 unauthorised service station

1.5

0.5

0
std mean

Interpretation:
In this graph show that (std) ratio of company service station is less than unauthorized station.(mean)ratio
of company service station is greater than unauthorized service station.

48
Analytical Tools Used
To find out the result of significance the researcher used following analytical tools –

Formula Used:

1.For Mean

- ∑fx’

X = A + ---------- x i

X = Mean N = Total Number

A = Assumed Mean i = Class interval

2. For Standard Deviation

σ = Σ fxt2 Σx+ 2

------------ - ------------ x i

N N

N = Total Number

i = class Intervals

3. For SED

σ12 σ22

SED = ---------- + ------------

N1 N2

SED = Standard Error of Deviation

N = Total Number

49
σ12 = S.D. of Group – I & σ22 = S.D. of Group – II

4. For ‘z’ test

Formula:

where and are the means of the two samples, Δ is the hypothesized difference between the
population means (0 if testing for equal means), σ 1 and σ 2 are the standard deviations of the two
populations, and n 1and n 2are the sizes of the two samples.

50
Findings
The paper shows the impact of various dimensions of customer relationship management. From the
analysis, it's concluded that customer works and guarantees are reliable. Automobile service supplier
fulfills their obligation to the purchasers,that the automobile sectors need to provide a lot of importance to
the variable which may increase customer loyalty.From this study it's analyzed that almost all of the
purchasers are happy with the services provided by the corporate and then they'll be loyal customers and
they are retained. This indicates that customer satisfaction ends up in client loyalty and retention.

Limitations
 Services are too expensive, so customers shift to other authorized company for service.
 Lack of advertisements.
 The customer is not aware of the new launching of new models.

Suggestions
 Services should not be so, much expensive.
 Outdoor activities should be done to make the customers aware of the new launch of the model.

51
Conclusion
From this study inferred that the client relationship management in Company is satisfactory. The
corporate is using various CRM practices like customization of the product, maintaining interaction
with the purchasers frequently and providing good quality product etc. client response rate
towards promoting activities is also improving. There are various factors affecting the client relationship
management like working environment of the corporate, support from top management and coordination
among the departments of the corporate. The corporate is using traditional tools of CRM like
quantitative analysis, personal interviews. The corporate should modern tools like data processing,
contact center, e-CRM and web based survey tools.

52
 QUESTIONAIRE

The Following is a questionnaire that makes an attempt to review the CRM within the industry with
special reference to Three-wheeler after sales service market in region of Ambala. Your response
will stay confidential. However you're requested to write down down your name and proper contact
details as is the requirement of conducting this analysis. The main points would be needed just in case the
examiner needs to cross check the credibility of the work done.

Q1) The 3 wheeler you own belongs to which company?

1. TVS Auto
2. Mahindra Auto
3. Bajaj Auto
4. Atul Auto
5. Piaggio Auto
6. Others(Specify) ___________

Q.2) Which offer/schemes did you receive while getting your 3 wheeler serviced from Company
Authorised Station?

1. Discount on Spares.

2. Discount of Labour.

3. Free Wash

4. Extended warranty

5. Free Break down service

6. Others (Specify)_________________________

Q.3) From where do you get your 3 wheeler serviced?

1. Company Authorised Service Center

2. Unauthorized Center (Road side Mechanic)

3. Both

53
Q.4)Howusually do you get your 3 wheeler serviced?

1. Once a month

2. Once in 2 months

3. Once in a Quarter

4. Once in six month

5. Once a year

Q.5) Did you avail the free maintenance services given by the company ? If yes how many?

1) Yes

5 4 3 2 1

All ,Some , Difficult To Say, Few, None

2) No

Q. 6) Do you get any SMS / call/ Reminders from the company, as reminders for your three wheeler
service? If yes what was the frequency?

1) Yes

5 4 3 2 1

Always , Very Often, Can’t Say, Sometime, Never

2) No

Q.7) Does availability of companies after sales service has a significant impact on your purchase
decision?

1) Yes

If yes kindly rate the impact on scale of 1 – 5?

High Impact, Moderate Impact, Can’t Say, Low Impact, No Impact

54
 5 4 3 2 1

2) No

Q.8) Having a good after sales service network would help the companies to sell their products easily?
If yes, to what percentage the sales would increase?

1) Yes

5 4 3 2 1

0-10 % , 11 -20%, 21- 30% ,31- 40%, Above 41%

2) No

Q.9) If the three wheeler companies adopt effective Customer relationship strategies, will their Three
wheeler sales increase?

If yes, to what percentage the sales would increase?

1) Yes

5 4 3 2 1

0-10 %, 11 -20%, 21- 30%, 31- 40 %, Above 41%

2) No

Q.10) Having an effective customer relationship strategy would get the company new customers for after
sales service?

If yes, to what percentage the sales would increase?

1) Yes
5 4 3 2 1

0-10 %, 11 -20%, 21- 30%, 31- 40%, Above 41%

2) No

Q11) Did you buy an Annual Maintenance Contract with Company Authorised Service Station? If yes
kindly rate the Experience of AMC on scale of 1 – 5?

1) Yes

55
 5 4 3 2 1

Excellent, Good , Can’t Say, Poor ,Very Poor

2) No

Q.12) What influenced your decision to purchase the above mentioned brand of Three Wheeler?

Rate all the factors on a scale of 1 – 5

5 4 3 2 1

Strongly agree, Agree, Neutral, Disagree ,Strongly Disagree

5 4 3 2 1

1. Aesthetics/Appearance

2. Price

3. Brand Name
4. Reliability
5. Performance
6. Availability of After sales service

Q.13) Why do / would you get your three wheeler serviced from Company Authorised Service Station?
Rate all the factors on a scale of 1 – 5

5 4 3 2 1

Strongly, Agree, Neutral, Disagree, Strongly Disagree

1. Warranty 1 2 3 4 5

2. Guarantee

3. Original Parts

4. Peace of Mind

5. Special Offers

6. Availability of latest equipments

56
7. Trust

8. Near to Residence

Q.14) Why don’t / wouldn’t you get your three wheeler serviced from Company Authorised Service
Station? Rate all the factors on a scale of 1 – 5,

5 4 3 2 1

Strongly agree, Agree, Neutral, Disagree, Strongly Disagree

1. Expensive 1 2 3 4 5

2. Time Consuming

3. Far from residence

4. End of Free service

5. Expire of warranty / guarantee tenure

6. Lack of Trust

Q15) Why do / would you get your three wheeler serviced from Unauthorized Service Station (Road side
Mechanic)?

Rate all the factors on a scale of 1 – 5,

5 4 3 2 1

Strongly agree ,Agree, Neutral, Disagree, Strongly Disagree

1. Peace of Mind 1 2 3 4 5

2. Less Time Consuming

3. Near to Home/Office

4. Cheaper Price

5. Special Offers

6. Trust

7. Credit Facility

57
Q.16) After getting your three wheeler serviced at company authorised service station, what is your
satisfaction level?

5 4 3 2 1

Excellent, Good , difficult, to say Bad, VeryPoor

Q.17) After getting your three wheeler serviced at non authorised service station, what is your satisfaction
level?

5 4 3 2 1

Excellent, Good, Difficult to say , Bad , Very Poor

A word about you

 Name:
 Address:
 Contact Number:
 Age

• 18-25

• 26-30

• 31-40

• Above 40

 Sex

• Male

• Female

58
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