Customer Relationship Management In Car Service Industry With Reference To Car Dealers In Coimbatore

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Sathish, M ; Balamurugan, R N ; Sharma, Surinder Nath ; Karthikeyan, Dr. P (2013)
  • Publisher: Journal Of Business Management & Social Sciences Research
  • Journal: Journal Of Business Management & Social Sciences Research (issn: 2319-5614)
  • Subject: Business Management; Customre Relationship Management | CRM, after sales service, customer satisfaction

The usefulness of the car is based on the customers expectation. The expectation is not only up to the purchase of the car, it continues in after sales service. Some of the general expectations of every customer include being reminded for periodical service, pick up & drop, nominal charges, etc. It indicates that for retaining customer, it would be necessary to fulfill his maximum expectations.With structured questionnaire, the co-ordinal discussions were done with the personnels managing the workshops of the car dealers in Coimbatore. As a result, we were able to collect the primary data required pertaining to the study. In this paper the ratings are tabulated and analyzed, dealer wise and the parameter used is simple percentage method. The findings and suggestions are also presented dealer wise.The survey reveals that the expectation scale of customer after sales service is rising. With the expectation of high value care with the latest technology and luxury features, the customers expectation from the dealers has increased in terms of service facilities and infrastructure. A dealer has to continuously raise his standards for customer satisfaction.The companies have changed themselves as customer-centric company. In other words, the present requirement for success in the business is attributed firstly, to build the deep relationship with the customer and secondly, by winning the buyers confidence on the company rather than concentrating only on the sale of the products.Now it is confirmed that the customer retention is the main weapon for the success in the business. Interacting with the customers frequently and keep them informed of the work in progress are basic standards. Implementing innovative ideas like facilitating customers with a customer lounge and providing express service for all jobs including body works enables the right connect with the customer.
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