A Study of Relationship between Customer Service Employees and the Customers in Automobile Sector: A Case Study of Maruti Suzuki, India.
Abstract
In order to get the competitive advantage for the firms, it is necessary for the firms to focus on the better employees’ services and the customer services as well. This research is related to the exploration of the relationship between customer service employees and the customers in automobile sector. At the same time, this research also discusses the data collection methods, data approaches, data analysis, etc.
These all are necessary for the researcher for the successful management of the research and research related all activities. Apart from this, in this research, survey through questionnaire is also used by the researcher and in this, 16 employees and 20 customers are selected from the Maruti Suzuki firm that is one of the leading automobile firm in India.
In the last of this research, different recommendations are also provided for the firms that can be used by the firm for the better management of the customer base and the employees’ service also. In the last of the research, conclusion and the limitations are also provided for the better and future research on the same topic.
1.1 Background
Nowadays, the level of the competition is now on the peak that is an issue for the firm to manage the business and to sustain in the competitive market for a long time period. Due to this, it is needed for the firm to use some ways and the techniques for the better management of these all issues and to get the competitive advantage also.
In the same concern of this, it can also be determined that customer service refers to the act of ensuring that the needs and desires of customers are met and this is achieved through the provision of professional and high quality service before, during and after a customer needs are met satisfactorily (Cook, 2017).
Along with this, customer satisfaction is defined as a concept of marketing that involves consumer purchase and consumption of a product or service and the notion that happy employees lead to happy customers is seen to be true.
Essentially it affects the customer attitude and loyalty towards the brand and affects their future decisions of making a purchase. It is a personal experience in which the customer’s perception of the product/service in relation to their expectations (Sasimath & Mallikarjun, 2016).
In the concern of the automobile industry, it can be stated that the automobile industry is among the fastest growing in the world and India has become among the top exporter with great potential for the future.
The automobile industry in India has taken up the concept of better employee service in organizations and continuously focusing on to meet customer expectations and ensure satisfaction so that there can be return customers and to gain competitive advantage in the industry (Lakshminarayanan & Ezhilarasi, 2017).
In like manner, the automotive industry in India is among the fastest growing in the world with an annual production of vehicles in 2016-17 fiscal year being 25.3 million. India has become a renowned auto exporter with great potential for growth in the future.
To be able to grow the industry and become a competitive player in the automotive market, it is important to ensure that customers are satisfied. Among the ways that the customers’ needs can be met is through employee better service management.
It is the condition of employees feeling involved, committed and empowered and they demonstrate this sentiment through their work behavior and approach (Sadique, 2014.pg.377). Such employees are able towards meeting organizational goals and objectives among which is customer satisfaction. When people are adequately engaged in an organization they become a valuable asset that cannot be duplicated nor imitated (Anitha, 2014).
Furthermore, employee engagement and positive business outcomes such as customer satisfaction are correlated and this is because such employees are able to treat customers well and tend to their duties essentially making the customers happy so that they keep coming back.
Employees who are engaged in their work are fully immersed and enthusiastic about their work and they go above and beyond what is expected of them because they are emotionally attached to their jobs. In the last 10 years the concept of employee engagement has gained popularity since many drivers have been identified on how it impacts the employee performance as a whole in the organization. (Bedarkar & Pandita, 2014).
1.2 About the firm (Maruti Suzuki)
Maruti Suzuki is India’s biggest car maker having around 50 per cent market share in passenger vehicle segment during the 2018 financial year and it had its highest ever sale of about 1.78 million in the same year. Between April and December 2018, the company made US$9.18 billion.
Maruti Suzuki prides itself in being the market leader in the passenger vehicles segment and held around 54 per cent market share in the segment in November 2018. The company crossed its cumulative production milestone of four million two wheelers from its Gurugram-based plant.
1.3 Problem statement
Due to increasing level of the competition, it is needed for the firm to focus on to use the different new strategies and the techniques that can be better for the firm to manage the issue and the customer base also. As well as, the better service from the employees is also necessary for the firm to manage the business and to sustain in the competitive market for a long time period.
1.4 Scope
This research has lots of scope and the reason in this is that, in this research, it is clearly discussed that how the employees provide the better service for the customers and it helps the firm to develop the good base of the customers and the market values as well. This research also focused on the Maruti Suzuki, India that is one of the leading firms in automobile industry.
1.5 Aims and objectives
The main aim of complete this research is to define the relationship between customer service employees and the customers in automobile sector at Maruti Suzuki, India. For the better research outcomes and to complete the research on time, below are the some objectives that are achieved by the researcher in this research.
- To describe factors that influence customer satisfaction in the automotive industry
- To demonstrate a model of building customer satisfaction through employee service in the automobile firm: In the context of Maruti Suzuki
- To determine the challenges that are faced by the automobile firms during providing the better service for the customers in automobile sector
- To determine the ways that can be better for the firm to manage the customer service challenge and to improve the business: In the context of Maruti Suzuki
1.6 Research Question
- What is the meaning of the customer satisfaction?
- What are the ways that can be used by the firm for influencing the customer buying behavior in automobile sector?
- What are the ways that can be used by the firm for the development of the relationship between the customers and the employees as well?
- What are the issues that can be faced by the firm for the better customer service and the employees’ service also?
- What can be the best ways for the firm to use for managing the issues and to improve the employees service towards the customer service
- Research significance
This research is related to the employees’ service and the customer service and in this research the role of the employees’ service for the firm. This research will be better for the firm to get the idea about the ways that can be better for the firm to manage the business and to improve the business of the firm as well.
It will also help the firm by providing the idea about the strategies that can firms use for the better employees engagement in the firm for better customer service experience.
This research will also explore the all ways that can be occurred in the management of the customer service and the employees’ service in the firm. So, automobile firms can manage the business accordingly. In the last off this research, some ways are also discussed that can be used for the better management of the customer and employees service in the automobile firm.
1.8 Research Structure
Introduction
In this part of the research, major things related to the research are discussed. In this, researcher discussed the research aim, objectives, background of the research, research significance also. This section makes clear the researcher.
Literature Review-
In this section of the research, different objectives that are made by the researcher are critically evaluated. For getting the clear and the in-depth information regarding the research topic, different secondary sources are used by the researcher. These all sources are majorly articles and the journals.
Research Methodology
This is also one of the most important and the crucial section of the research. It is because in this section of the research, researcher discussed the research approaches, philosophy, data collection methods, research strategy, etc that are necessary for the researcher for the successful accomplishment of the research. This part of the research also makes easy for the researcher to complete the aim of the research on time by managing the all issues.
Data Analysis
This part of the research also has the unique importance because this part of the research presents the all findings of the research that is better for the researcher to present the research findings. This part also makes easy for the other to know the proper outcomes of the research that is necessary for the successful accomplishment of any research.
Conclusion and the recommendation
In this part of the research, overall discussion of the research is presented by the researcher. As well as, this part of the research also presents the recommendation with the concern of the topic of the research as well as the research limitations are also defined that can be better for the firm to manage the further research as well
1 Chapter: 2 Literature Review
2 2.1 Factors that influence customer’s satisfaction in automotive industry
There are various factors that are involved in making influences the customer satisfaction in a positive manner alongside absences of motivation factor result in influencing the satisfaction level in negative way. According to Holtom and Burch (2016), the employee brings satisfaction among the customers in the form of offer pre and post sale services to them.
For example, automobile firm like Maruti Suzuki include pre-sale services by offering facilities of insurances and loan which leave a strong impact on customer perception. Moreover, post-sale services involve the car maintenances services which also contribute towards influences the individual.
Moreover, currently firm is trying to create innovative experience for car buyer in the form of develop new program called shopper assurance that will add pricing transparency. It allows buyers to handle the purchase process including calculating the value of trade-in and completing loan application before they enter into the dealership (Subramanian et al., 2014).
Besides that, automobile firm also giving potential buyers the ability to schedule test drivers at their resident or workplace. It is also offering the three-day buyback period in which customer can return car. Thus, these pre and post sale services give rise to the higher satisfaction of customers.
In support to this study, Wan and Chan (2013) identified that adequate price is also considered as an important factors in regards to achieve the customer satisfaction to large extent. Likewise, availability of product at affordable price is also satisfied the people as recently there are various automotive firms that indulge in developing car product line at affordable price which can be suitable for the middle-class people.
Furthermore, agreement on the buyer willing prices from the side of seller can also lead to enhancement of buyer satisfaction level. the emerging of new strategies also help the automobile traders to cut-down the marketing and operational expenses such as online platform solve high problem of buyer and allows them to reduce the price of their some product range. This leaves positive influences on the people in the way to afford the quality design car at affordable range.
In context to automotive vehicle, Izogo and Ogba (2015) analysed that product feature and service quality is vital to undertake as it directly impact the consumer mindset. However, there are strong competition exist in current automobile industry so this makes the customer conscious about their taste as they get various options. So they focus on the safety, product feature, and car design aspects to select the right car.
This attitude of consumer put pressure on new entrant to bring innovation in features and make it available on affordable range due to existing of cost leadership strategy in current market situation. In respect to the aspect of car features, Maruti Suzuki top the race as it concentrates excessive on the car features.
In 2019, Maruti Suzuki comes up with new Alto with enhanced safety measures features like ABS with EBD along with reverse parking sensor, driver side airbag, speed alert system and seat belt reminder for both driver as well as co-driver as standard. These unique features equipped car are available with a starting price of Rs. 2.93 lakh. These practice of firm helps them to attain the loyalty of customers to a large extent.
In this competitive marketplace where firm compete for customer. So, the differentiation in product becomes an important aspect for automobile firm to undertake as this helps the business to get high loyalty of consumers to longer period of time.
Moreover, the fulfilment of customer expectation is the major key step to achieve their satisfaction as with the product, durability, features and service quality quite important. This is because the customer satisfaction is largely depending upon them. Thus, the study clearly presented that product features is playing major role to attract and retain the customer to long run with brand.
In concern to update of technology, Heidenreich et al., (2015) believed that proper navigation and accessibility are the main factors as without proper browsing of store web page, user could not get the right and suitable product quickly and fail to access the desired product.
Likewise, currently, automobile firm switches towards the online platform for targeting the people and create awareness about the new offerings. The undertaking of proper navigation and browsing of desired product offer high customer satisfaction and car brand application also allows the customers to select the design and service quality of car through filters and AR and VR process (Jüttner et al., 2013). Thus, these areas also prove to be effective for attracting large customer base.
At the same time, personalized touch is also considered as a valuable factor in regards to attract the customers. The personalized customer services helps to fulfil the customer expectation and enhances their loyalty towards the brand. For example, Maruti Suzuki is the one which offer customized services to their potential customers for securing them for long run.
It usually offers high discount schemes and after-sale services which leave a positive impression in the mind of customers. Thus, the personalised touch on product also gives rise to the creation of strong and long-term relationship.
In the research of Heidenreich et al. (2015), it is identified that online marketing is also undertake as a important factor within which automobile firm able to address the customer needs and expectation and achieve the customer faithfulness towards the firm.
This is done through online platform which support the automobile firm to promote their product on social-site application and web pages. At the same time, these applications also assist the brand to conduct the market survey via online basis in which they can receive feedback about the product line. It allows the brand to focus upon them and bring necessary changes in them.
Moreover, the online marketing also contributes towards building the healthy relationship customers in a way to discuss about their taste and preferences and accordingly the product can design. This practice helps the business to sustain for longer duration.
Moreover, the online marketing supports the business to reach towards wider market both global and local. At the same time, this platform also assist the automobile firm to reduce the overall cost of car due to cut-down the marketing expenses.
This is because social-site and application does not demand for the making an investment over the hiring a store and hold large number of human resources. In contrary to the study, Stein and Ramaseshan (2016) found that in spite of present of various factors that influences the customer satisfaction still there are various firm fails to achieve customer engagement.
This is because of improper customer retention and attraction strategies and it includes not focus on the continual improvement in the product feature due to which customer leave their loyalty. In current scenario, there is heavy competition exist so with one mistake brand can lose its customer and market share.
In respect to this study, these firms are those who do not incorporate the advanced technology and follows conventional marketing and selling practices. This area is not supported them for longer sustainability in this competitive market as customer lose their interest in brand.
Furthermore, Rosenbaum et al. (2017) analysed that improper communication network also result in dissatisfaction of customers as big automobile firms like TATA Nano fails to capture the Indian market due to present of poor communication.
That’s why firm unable to showcase the reason behind of launching Nano car on just Rs one lakh. The improper communication and marketing strategy makes people feels that Nano is meant for those people who are below poverty line and that’s why people misunderstood the company and fall short to achieve the customer satisfaction.
So it is identified that communication is the important aspect for the firm as right communication tool convey the clear message which is perceived properly by the individual and it result in the achievement of customer satisfaction.
On the other hand, improper incorporation of advanced technology also results in failure to hold customer for longer duration. This is because customer expectation changes with the increasing innovative offerings. So, the business that still unaware from the online platform and does not move into that platform can’t sustain for longer duration.
The population in recent scenario are more into the online site and application whether to gain information or to buy product. In regards to this, automobile firm engaged into the online sites for offering information to people about the car design and services quality.
So the absences of exposure to this platform can result in getting low recognition. This not proves to be worthy for the firm sustainability. Moreover, Li and Kannan (2014) stated that the unskilled workforces also considered as a critical factor in respect to achieve the customer satisfaction.
This is because if employees do not possess necessary skills then he/she not contributes well in the customer services. So the experiences and skill plays a vital role to retain the customer into the brand.
This factor put issue on those firms who fails to capture the skilled workforces and not focus on the individual training & development session. These limitations not support the employees to leave a positive impact on the customer mindset and perception of customers.
In the views of Kladou and Mavragani (2015), lack of motivational factors present at workplace also have an impact on the customer engagement as if staff is not happy with the working environment then they never contribute productive results. It is found that the automobile industry include direct interaction with customers.
So in that case, the demoralise workforces can’t support the effective customer services. It could affect the goodwill of organisation. In favour to this study, Radojevic et al. (2015) analysed that the brand reputation also plays an important role so for this, the firm ethical actions towards the community is the major measurable area within which companies need to focus on the CSR activities. This can help the firm to get enough recognition in community and it leads to increase buyers of organisation.
Furthermore, the increasing choice for the customer is another critical factor for the automobile firms as with the growing competition, the offering to people also enhanced and this usually make confused to people that what they should go. At the same time, the companies also struggle to attain the market share as with the constantly increasing of new entrants into the automobile industry.
According to Gagić et al. (2013), timely response to customer complaints is another considered as an important factor which usually results in achieving of customer satisfaction. It is found that the buyer of automobile usually have lots of doubt so if companies fails to address such problems both offline and online.
This directly affect the customer buying behaviour as consumer always want to tie up with those firm which make them feel prioritise so the absences of customer handling system tend to proved adversely for the firm sells and long-term benefits.
At the same time, Cossío-Silva et al. (2016) defined that improper convenient payment facility also leads to customer dissatisfaction. It is analysed that the car buying include long process demand such as insurances and loan aspects so no availability of these services can affect the buying behaviour.
It is important for especially to automobile sector to incorporate the banking and insurances services so that they can provide convenient services to people and hold them for longer duration. In context to online payment system, organisation should also need to make a trust level among the individuals as this area could assist to sources different customer base.
In another way, the employee engagement is also influenced the customer satisfaction as if the employee is satisfied with the firm then he/she present their skills in right way. These influences the visitors as often customer repeat their visit due to great impression of sales person.
So, the right set of behaviour could result in engaging the customer toward the brand for longer duration. On the other hand, high employee turnover rate also affect the business adversely as people create negative image about the firm and this directly affect the sale of the product. Therefore, these are the factors which contribute towards influencing the customer satisfaction and absences of factor also result in low customer engagement.
2.2 To demonstrate a model of building customer satisfaction through employee service in the automobile firm: In the context of Maruti Suzuki
Customer satisfaction and employee engagement are interlinked and effective employee engagement plays important role to build and maintain it in future. According to Izogo, and Ogba (2015) When customer finds gap between their expectations and services provided create certain amount of uncertainty in order to continue the services in future with same organization.
At the same time, automobile industry is vast and it has various departments that provided the various services to customer. Similarly, the engagement of different employees delivering various services and facilities to single customer creates the customer satisfaction and this is the key element in order to achieve the business success as customer is the king of the market.
In addition to this, customer satisfaction can also be viewed in respect to value perceived by the customer in exchange of its money. In regards to this, there are number of theories and approaches outline the explicit connection between customer satisfaction and services through employee engagement. According to Isac and Rusu (2014) assimilation theory provides the clarity about the first reaction of customer after product deliver.
It mentions that it is in the customer nature to assess the services are being facilitated to him stand as per his demand and expectations before or after using the services. Thereafter, customers shift his expectations as per the obtained services and benefits available. In this way, the level of discrepancy minimizes and customer satisfaction raise up. In support of this Oliver (2014) presents the contrast theory of customer satisfaction that customer’s perception could change negatively regarding delivered services and product post usage instead of adjusting in positive way.
At the same time, customer can intensely influenced by observation and other similar statements received. It leads to elimination in customer satisfaction and occur the negative impact in customer mind. At the same time, it is in contrast to assimilation theory wherein customer changes his mind as per the deliverables however; it can also create the adverse impact over customer and reduce the customer satisfaction level as it enhance the possibility of increase in expectations.
In addition to this, Van Ryzin (2013) explained the Disconfirmation Theory, according to which satisfaction is the great element of fulfillment response of the customer. When customer posses its requirements and demand strongly, in such situations the possibility of negative response from customer is increased.
Moreover, any difference between desired standards and delivered values starts the scrutinize process and compassion of product features. Furthermore, Boyce et al. (2015) elaborates the way of services and products offered to customer also play important role rather than post usage of customer satisfaction.
On other hand, Setó-Pamies (2012) indentified the Cognitive Dissonance Theory that highlights the value perceived by the customer though change in their attitudes, beliefs and behaviors and requirement also in few incidents. At the same time, it highlights the customer’s physiological uncomfortable that generates from the miss-match of expected outcome.
Additionally, it leads to customer complaints after purchase of products and services. Meanwhile, Jiang (2012) indentifies that there several other customer satisfaction theories such as hypothesis determines that generally customer made purchase on the basis of their perceptions, knowledge and expectations however, in some of the instances customer also buy to test their expectations.
Similarly, in context to automobile industry consist of the various ranges of services to customers require the active participation of employee in order to fulfill their expectations. Also, the great service delivery is helpful to built better customer relationship and it plays significance role in changing costumer mind and creating employee delight.
On the other hand, Fu and Juan (2017) explains it is considered that the buying decision for an automobile or vehicle influenced by so many factors such as price, comfort, desire, finance services, status, features etc of the products. In addition to this, it also a sort investment from customer point of view therefore, it requires the higher level of employee engagement to prove their decision worth full and right.
Meanwhile, it is also necessary be developed in such a way so that customer could feel benefitted and concerned with support of flexible and support of automobile employees.
In the words of Kiyani et al. (2012) Building customer satisfaction and employee contribution is continuous process and developed with the time with the contribution of organization policy, procedures, values and attitudes the customer delight as well as employees morale as well.
In relation to this, employee morale and attitude is indirect but critically contributing factor regarding customer satisfaction. The initially it might be challenging as managing and sustaining the good human relations is always difficult, dynamic and complex.
The current business environment is highly focused on the customer needs and satisfaction. At the same time, maintaining the existing customer base is quite challenging in the competitive business environment although key to success.
In this direction, Kano Model of customer satisfaction model is applicable to product and service development of automobile sector. It is also known as “Kano analysis” (Tontini et al., 2013). It elaborates the products attributes and their impact on customer satisfactions such as threshold, performance, excitement and indifferent.
Threshold Attributes: It refers the basic but mandatory features required to be have to product that not improve customer satisfaction level on the mandatory basis. However it consists of all the must factors that must not be overlooked and absence of them the customer satisfaction level can be decreased.
At the same time, the considerable factors are that by improving the certain basic features of automobile products improves the quality of the product and expected by the customer (Kuo et al., 2012). Therefore, it is determined as the one of the criteria that helps to maintain the level of customer satisfactions. On the other hand, improving the basic features can also add the cost of production, source and energy.
Performance Attributes:
These are the attributes those contribute in the improvement in product quality. According to The increase in such attributes also leads to customer satisfaction. At the same time, lack of the attributes declines the customer satisfaction level and morale as well. In the words of Shahin et al. (2013) in most of the instances the level of dissatisfaction reflects from the customer’s voice and frustration.
In addition to this, the performance of the product and amount paid by the customer against the products is closely interlinked to with the each other, the main reason behind this connection is higher the price the higher the expectations from the product and preconceived expectation.
Excitement Attributes: These attributes leads to higher customer delight and satisfaction level, generally, these attributes are not expected by the customer and absence of the do not result in customer dissatisfaction. Meanwhile, it is related to the human tendency to be happy and exited in case when get additional than expected.
On the other hand, Chen (2012) mentioned that these types of attributes related to the latent needs of customer and in developed in order to meet them. These are plays important role to reap in order to reap the competitive advantage of market and to gain the customer delight.
Apart from that such attributes develops the higher expectation from the automobile products such as durability, average rate and post usage experience etc. At the same time, excitement attribute would turn could into performance attribute with the passage of time and finally could end up as a threshold attribute. An example could be power steering in a car.
Indifferent Attributes: These attributes come under the attribute category that do not affects the directly and indirectly affect the customer satisfaction level. In regards to this, customer also do not bother much such as a plate listing part numbers which can be found under the hood on many vehicles for use by repairpersons (Chang et al., 2012).
These attributes are termed as ‘Indifferent Attributes. Also, these attributes are not related to none of the other categories of attributes and customer decision making remain unaffected by such attributes.
In relation to above mentioned attributes Keh et al. (2013) argued that categorization is effective to indentify the certain elements that impact the customer satisfaction level and associated with the customer expectations. On the other hand, it recognizes the factors helpful to client delight and similarly contributes to gain the competitive advantage.
In the various researches of customer satisfaction it has been revealed that these model of customer satisfaction express the critical dimension of the from the customer point of view that can evaluate while making purchase of automobile products and pose sale service by employee.
On the other hand, Abd-El-Salam et al., (2013)Kano’s model is not also useful for establishing the clear understanding about the factors affecting customer satisfaction level also to provide theoretical model of academic research.
Moreover, customer satisfaction is much more related to the services provided by the employee’s pre and post purchase and the during the whole service transaction. At the same time, the topic of customer satisfaction model and it creation of through employee service is the part of company marketing strategy that directly impacts the company image in order to customer retention in future. On the other hand, Shi et al.,
(2014) discussed that it is also very important for the company in order to manage the informal promotion from customer side such as mouth publicity. In addition to this, the quality of employee’s services can enhance or diminishes the level of customer satisfaction level.
In context to Marut Suzuki, the company has achieved the tremendous growth of the in automobile sector and leads in certain aspects such as automobile production and sales.
The success of the organization stands the organization next to China and Japan and involvement of Youth that can be ignored (Izogo and Ogba 2015). It has generated the new approaches to handle the customer queries and complaints and resolve then on time. Company has improved its communication channels with the client effectively that enhanced the customer satisfaction level.
2.3 To determine the challenges that are faced by automobile firms during providing better service for the customers in the automobile sector
Accoridng to Moreno-Munoz, et. al (2016), The major aim of the automobile industry is to provide quality products and services to the customers for proving them satisfaction and attaining profits. This makes them take the various number of steps that could integrate with the activity and make the employees engage in the working of the organisation.
Employee engagement helps the organization to mitigate the risks and challenges that take place in it. The challenges can be met by the employee and their engagement in the services that should be availed to the customers.
The challenges take place with the development of new changes and implementation of new changes in the organisation that makes the employees resist the changes. Moreover, in an organisation, employee engagement approaches are required to be adopted as this makes the employees feel committed towards the goals and objectives of the organisation.
In the opinion if Christopher, et. al. (2016), Engagement and involvement make the employees increase their efficiency as they make the highest contribution to the success of the organisation and make their efforts for the achievement of targets and objectives.
This approach in the automobile industry makes the employees know the right place at which they need to work, so no confusion would take place in the working of the organisation. Employee engagement approach helps in increasing the capacity of employees so that they can work hard and achieve the respective goals and objectives that are set by the organisation.
Employee engagement is necessary for automobile companies so that they build trust among the employees and organisation, which will help in grabbing the marketing opportunity. The trust and relations build in the organization make the employees work in a deliberate manner for the profitability of the business.
Moreover providing desired customers services is not easy for the organisation as this makes the automobile to face numerous challenges. This reduces the productivity of the employees and diminishes the number of customers in the organisation. The growth of the company relies upon the adoption of diversifies strategies that could help in meeting out with the challenges and reducing its impact on the services of the customers.
The preference of the customer is to have quality products that could meet their need and make the organisation to produce those products only. Though the customers have different demands and desires, it is no possible for the organization like Maruti Suzuki to produce such products.
Resistance of employees
As per the understanding of Jittrapirom, et. al. (2017), the resistance of employees for adopting the new changes in the organisation makes them to not to be provided with those services that are required by them. The resistance of employees takes place due to the rigid nature and adoption of new changes will make them change their pattern of work.
The employees prefer to work with the same instruction, guidelines, and machines that were used by them from starting. This creates conflicts among the employees and management, which reduces the efficiency of employees. The reduction in efficiency leads to poor customer services that are provided to the customers by Maruti Suzuki. In the automobile sector, the changes in the environment and policy take palace very frequently, which are required to be embraced by automobile companies so that they can provide their services to the customers (Jittrapirom, et. al., 2017). The resistances of employees for having those changes make the infectiveness in the services that are provided to the customers.
Lack of satisfaction among the employees
In the concern of Sochor, et. al. (2015), the satisfaction level of the employees is significant in the automobile industry as this makes the employees work for the goals of the organisation. It is the major duty of top-level management to provide quality services to employees so that they would be satisfied with the environment of the organisation. The satisfaction provided to the employees makes them feel motivated so that they can work for the welfare of the organisation and provided the desired services to the customers. Lack of satisfaction among the employees makes them reduce their efficiency and effectiveness, which directly impact the services that are valued to the customers. Employees are required to have the motivation, performance appraisal, and healthy work environment so that they would enhance their performances. This also makes them indulge in activities that could provide quality services to customers. Lack of satisfaction will lead to a lack of productivity and efficiency of employees, which leads to dissatisfaction to the customers with respect to services that are provided by the organisation.
Diversifies demands and preferences of customers
As per the words Bansal, et. al. (2019), Demands and preferences are changing with the passage of time, and organisation needs to focus on the services that are expected by the customers. This makes the automobile company produce those products and services that could provide gratification to the customers. Customers have different preferences such as adequate prices, quality, features, environment-friendly products, etc. create hurdles for the organisation to produce such products which can meet with teats and preferences of the customers. The preferences of customers change with the new products that take place in the environment, and it directly impacts on their purchase behaviour. The demands of the customers are different due to the different culture they stick to. This makes the organisation have changes in the products and services so that it could avail satisfaction to the customers and make them have quality customer services. Providing satisfaction and quality services to all the customers as per their requirement is not possible for the automobile industry, which reduces the satisfaction level of the customers and makes them have a lack of services. The change in demands and services of the customers makes the organisation face losses as new features are required by the customers. This makes the employees adopt a new working culture in their environment, which affects their performance in terms of services and quality they provide to the customers.
Difference in culture
In the opinion of Bertacchini (2017), the culture of the organisation affects the services that are provided to the customers as it directly impacts the performance of employees. Culture of the organisation makes the employees work as per the defined and set culture that is made for the employees. Different employees carry different culture and background, which makes them different from one another and lead to having conflicting ideas and situation in the organisation. The culture is a set of values, beliefs, customs, and behaviors that exist in the organisation due to the number of employees on which it relies for its work and management. The difference in culture leads to conflicting opinions and ideas of the employees and create an adverse situation for teamwork. The involvement of employees needs to be appropriate for the organisation so that it could provide the best services to the customers. The differences in culture reduce the productivity and efficiency of employees in the Automobile Company and make them diminish the quality of services that are provided to the customers.
Moreover, the culture of employees makes them work on their set pattern and believes and does not accept the culture of values of other people. The difference in viewpoint of the employees reduces the understanding of the employees in terms of demands and desires of the customers. Formal culture of the organisation makes the employees work as per the instruction they are made to work with. This makes the employees have their set goals and standard on which they are required to work on. While informal culture makes the employees work as per their own needs. This reduces efficiency if the employees and reduces productivity. The difference in the culture of employees and customers does not allow the employees to avail the required customer services (McLuhan, 2015). This reduces the profitability of the business and degrades its market share. The resistance of employees to accommodate new culture reduces the retention of employees and makes the organisation suffer from losses.
Arrival or entry of new companies
In respect to the Maruti Suzuki, the arrival of new companies in the market makes the organisation suffer from high competition. This also made the organisation develop new strategies to meet with the competition and beat the rival companies. Due to a number of new companies, the changes in the behaviour of consumer take place, and the probability of shifting to other company will also arise. This makes the organisation have new strategies in the organisation so that services could be provided in an adequate manner to the customers. This makes the organisation suffer from various issues for proving customer services. The arrival of new companies changes in policies and practices of the market, which makes the organisation analyse the market, and as expectations of the customers also change (Sochor, et. al., 2015). The changes in policies of the automobile company make it have new talent in it so that it can implement the changes that take place in the market.
Apart from this, the change in the policies affects the productivity of the organisation and lead to a high level of dissatisfaction to the customers. This also made the Automobile industry to work with new technology so that they can meet the expectations of the customers and meet with the competition. The changes in technology affect the services that are provided by Maruti Suzuki as this made it make its transactions to be made online. The changes in technology affect the processing of the organisation and make the employee adopt the new technologies so that they can enhance productivity and provide quality customer services. The changes in the practices and technology of the organisation make the customers to new demands which affect the services of the organisation. This also makes the employees work with new technologies to avail satisfaction to the employees. The arrival of the new companies makes the Maruti Suzuki change their policies, which affect the purchase behaviour of the customers and services they expect from the company.
Lack of communication
According to Ashton (2017), communication plays an evident role in the automobile industry for its growth and success. This makes the employees share their viewpoints and ideas that could help in meeting with the changes and provide the best solution to the problem. Lack of communication in the organisation makes a reduction in the services that are provided to the customers. This makes the employees have a lack of understanding regarding the expectations of the customers, which diminishes the quality of work. Lack of communication makes the differences in the opinion, and usage of time is high with the flow of information in the industry. This also makes the employees make a high usage of time for the transmission of messages, which reduces the productivity of the employees.
2.4 determine the ways that can be better for the firm to manage the customer service challenge and to improve the business: n the context of Maruti Suzuki
According to Noe et al. (2017), it is determined that within the organization, employers have to face several challenges that have been defined above. In this manner, it is also analyzed that with the enhancement in the competition among all the sectors, the customer services has taken an important place under the organization. At this time, it is identified that the delivery of the best quality goods along with the quality of customer services is one of the major concern area of an organization and at the same time, it is quite difficult to be handled. Due to this, some organization takes it as a challenge for them. In this manner, Grover et al. (2018) depict that quality customer services are identified as the ultimate challenge which is faced by most of the organizations in the automobile industry and resolving these issues are also considered tedious act for everyone around. Moreover, Laudon and Laudon (2016) defined in its research that it is compulsory for the organization’s support team that they have to identify the solution for these major challenges and these solutions must be quite flexible as well as according to the situational requirements so that customer service challenges can be eliminated within the organization in an effective manner.
In the view of Kerzner and Kerzner (2017), it is also examined that organization which are operating their businesses in automobile industry also needs to provide some leeway where that is in the interest of the organization’s reputation to its employees so that, the members of the support team can be capable to serve the customers with more effectiveness. As per the study of Ward (2016), it is because effective customer service is determined as the keystone of the successful business in comparison to its number of competitors. So, it is wished by every organization that its employees deliver best and effective customer service probable. At the same time, Fernandez and Rainey (2017) elaborate that as per the exact circumstance of the organizations, there is a number of possible ways or opportunities in concern of making the essential improvements in customers services under the organization in the context of the customers. In this concern, organizations can provide required tools, resources as well as inspiration in order to deliver the exceptional customer services that are the sure-fire strategy beneficial for the organization in respect to keeping the customers more satisfied, happy and loyal towards to the organization.
Additionally, Datta et al. (2015) mention in its research that there are several permutations as well as a combination of the questions, the feedback, and queries that are faced by the organizations. But at the same time, some challenges related to customer services are more common compared to others. In this concern, Kerzner and Kerzner (2017) reveal some important solutions for this common challenge so that the customer service challenges can be resolved by the organization effectively. In this way, hiring a problem solver can be an effective way to manage the customer service challenge as well as improve the business. Similarly, it is identified that good customer services are actually good problem-solving. So, if the organizations which to deliver best customer services to their customers then they need to hire people who are more efficient and interested in helping others. Moreover, Monych (2018) also defines that these people should also be like who enjoy more resolving the problems in an efficient way. In this manner, it is also ensured by the manager at the time of hiring the people that the job description, as well as interview questions, concentrates on the characteristics connected with the best customer services as well as critical thinking.
At the same time, Sengupta et al. (2015) support that organizations need to focus on the skills of the newly hired employees in which communication and listening skills are most important along with the high patient level that help them to deal with the aggressive customers in a cool manner. Along with this, it is also ensured by the organizations that their employees know how to manage the organization’s time, how to show empathy, attentiveness as well as patience while dealing with another person. Moreover, Pansari and Kumar (2017) reflect in its research study that employees who are going to handle the customers with their queries, should also have the capability and interest required to learn in concern of organizational products or services. After adopting this way, organizations in the automobile industry may be able to considerably improve its customer services.
In the concern to above, Reason et al. (2015) reveal that empowering the employees are also the way to manage the customer service challenge and to improve the business operations as well as its profitability. With the help of this, employees feel more efficient and due to this, they are able to resolve the major issues on their own. In this manner, within the organization, several rules are followed by them but they need to beware of developing such a rigid structure due to which their organizational employees are incapable to deliver good services. In addition, Tidd, J., and Bessant (2018)describe that it is important for the organization to give the liberty to its customer service representatives so that they can resolve the customer’s problem as per the provided guidelines that have been already created by the organization. In this way, the organization should empower their employees with more authority and flexibility with respect to find the creative as well as innovative solutions for the critical problems when they occur without having much stress. In support to this, Hill and Alexander (2017) mention that for instance, if any organization commits a mistake in concern of long-term customer’s order then it can give freedom to the frontline employees to provide a one-time incentive for making it up to them. This process could be as simple as offering free shipping on the customer’s next order. In this manner, it is determined that this kind of act can go a long way to keeping the customers more satisfied without increasing an organization’s load as well as budget.
In addition to above, Kranzbühler et al. (2018) illustrate that active listening can also be the resolution for managing the customer service challenges and to improve the business in concern of its operations as well as profitability. In this way, while discussing customer services, it is determined that listening is one of the important skill in order to deliver good customer services. So, it is essential for the organizations which are operating in the service industry to teach their employees about the active listening as employees need to keep remembering that let the customers finish their sentence first after that employee should respond on that with understanding the criticalness of the situation. In this manner, Kowalkowski et al. (2015) support that if the organizational employees serve their customers on priority and get them to feel that they are more valuable for them anything else then, customers get more attached with the organization that is quite effective for the organization in terms of its growth and profitability. In a similar manner, Shenhar et al. (2016) depict that while dealing with the customers, employees need to do hard work by listening to their organizational customers who are angry at the time of discussing a problem. Along with this, the organization gets the reward for it in terms of happy customers for the long time duration that is more beneficial for the organization because more happy customers provide the more opportunities to the organization to be grabbed. Moreover, in the views of Harmeling et al. (2017), to make the customers understood about the active listening is also a unique opportunity to turn the unpleasant situations into the positive ones in concern of the customers, company and their own sense of the satisfaction.
At the same time, it is also determined by Sparks et al. (2016) that making an investment in training and development can also be effective for the organization in order to manage the customer service challenges and the improve the business in the manner of its growth like profitability, brand awareness and customers, etc. In addition, Kunz et al. (2017)also support that the employees who are new to customer services require training in order to get up to more speed in terms of their jobs. At the same time, it is also defined that the idea of training and development is quite effective especially for the seasoned employees by offering them the opportunity in concern of continuing education and development. On other words, Lemon and Verhoef (2016) depict that training should be provided on topics like phone etiquette as well as how to manage difficult people, etc. These activities can be beneficial especially for the CSRs and the other frontline employees. If the organization does not maintain the budget to bring a trainer or the organization does not have time to organize the training by itself, then they have an option to conduct the affordable online training courses for their valuable employees who are going to deal with the customers.
In this way, Auh et al. (2016) define it in a similar manner that the find the relevant article online as well as share them can also be another cost-effective strategy for organizational employees in the automobile industry. In the concern of the article, there is a need to discuss one or two articles from the selected articles and it is more important to focus on how the team might represent new ideas. It is beneficial to deal with the different views and mindsets within the organization. In support to above, Bilgihan et al. (2016) reflect in its research study that organization should also get some additional leverages from the employee meetings through asking from each employee about to bring their biggest as well as most unusual customer services challenge. In this concern, it is also determined that by discussing the customer service challenges as well as identify the ways regarding client issues can be more helpful for the organizations in order to resolve the issues more quickly, more effectively, more efficiently and more creatively.
Apart from this, the support to the wide-ranging company knowledge is also considered as the way to manage the customer service challenge and improvement or enhancement of the business. In this manner, Schwepker Jr and Ingram (2016) reveals that a good customer service representative is informed about the organizational product line as well as the organization’s services but the best CSR already know about the company in both the ways such as inside and out. In addition, while arising the problem, it is the best way to simply know who and what to ask in respect to resolve the customer’s heavy problems. In this concern, McColl-Kennedy et al. (2015) define that this begins with the nonstop on-boarding process and continues throughout an employee’s time with the organization. At the same time, it is also determined that it is also important for the organization to inspire employees in order to develop an in-depth understanding of the company’s position and its operations. Similarly, it is also known by the employees that what is happening in the whole the company by introducing them to the people as well as initiatives within the other departments.
Shenhar et al. (2016) viewed quite similar from the views of Tidd and Bessant (2018) by identifying that organizations can also be capable to manage the customer as well as improve the organizational operations in the business by conducting the meetings in concern of the customer complaints so that the effective solutions can be determined for the complaints on quick basis that is more essential for the customers in order to make them satisfy and happier. In addition, Lemon and Verhoef (2016) mentions that most of the time, the managers under the organization assume that if the team members have any issues then they can let me know but it is not enough because employees need more deep relationship with them in order to feel comfortable in order to bring forward problems, asking the questions as well as making the suggestions in context to the improvements. In this way, Schwepker Jr and Ingram (2016) also defines that in order to maintain any kind of relation, the conversation is one of the essential tools and it is also important in the context of employees and its manager. So, managers under organizations need to set up an effective conversation between them and their employees.
Thus, it can be mentioned that these above-mentioned ways are more effective for managing customer service challenges and improve the business in an efficient manner under the organizations performing their operations in the automobile industry.
For the successful accomplishment of this research, there was the use of Inductive research approach and the quantitative research methods are also used for getting the in-depth research outcomes. At the same time, the use of survey through questionnaire was also better for the better research outcomes and to complete the research on time. There was the target or the concern of the Maruti Suzuki firm to conduct this research and to get the clear information about the relationship between customer service employees and the customers in automobile sector. Apart from this, some questions are developed and 16 Employees and 20 Customers of Maruti firm are targeted by the researcher that was effective for generating the valid outcomes and to complete the research on time. Although some points are not achieved in this research but at the same time, the covered topics are enough to complete the research and to generate the reliable outcomes of the research as well.
Chapter3: Research Methodology
The key purpose of this research is to examine the relationship between Customer Service Employees and the Customer in Automobile Sector, Maruti Suzuki, India as well as recommend some improvements. This research is the type of bridge between employees and customers in the automobile sector. So, it was important to develop an in-depth understanding of the research topic. In this concern, there were need to adopt a different type of research methods, techniques, and approach, etc. in order to develop valuable and reliable outcomes (Kumar, 2019). It has been done because these parameters helped out the researcher to make the research outcome more authentic and beneficial for the others. In a similar manner, the researcher also adopted a data collection method and the data analysis techniques so that the research can be completed on time and generate valid outcomes.
Under the research philosophy, there are several sources are considered several things such as beliefs, assumptions, concepts and nature, etc by the researcher in respect to developing a critical understanding of the research topic. In this manner, there are several types of research philosophy in which, positivism, interpretivism, and realism, etc are considered by the researcher for using within the research study. In addition to this research, it is determined that the researcher adopted interpretivism philosophy over positivism and the realism philosophy as per the research topic because it provided the facility to the researcher to access the significance of the relationship between customer service employees and the customers in the automobile industry (Wu, 2017). Similarly, another reason for selecting this philosophy was the suitability of the interpretivism philosophy with the research issues and the requirement of the research topic. Moreover, interpretivism philosophy was also considered by the researcher because it includes different ideas, concepts and the methods from natural science in an effective manner.
While concerning about the research methodology, the research approach is also the important part of it as it provides the justification in respect of the research study for collecting the specific and important information as well as make it more reliable for the future users. In this manner, it is also identified that two types of research approaches are usually adopted by the researcher. In which deductive approach and inductive approaches both are considered by the researcher for the research study. In this manner, the deductive research approach is adopted by the research in order to examine the hypothesis related to the research that is formulated with the help of several concepts and theories (Marshall et al., 2017). Whereas under the inductive research approach, relevant theories are formulated by the researcher itself after analyzing and observing different fact as well as figures. Moreover, inductive research theories are self-designed as per the gathered information relevant to the research topic. In addition, for accomplishing this research, the researcher selected inductive research approach because it provides more flexibility while interpreting the data as well as concluding the final outcomes. At the same time, it is also identified that with the help of inductive research approach, the researcher was capable to make an alteration in the research study in its initial stage because there was no theory and hypothesis that was applied in the research study.
In addition to the above, the research strategy is also considered important for the researcher in concern of accomplishing the research study. In this manner, the research strategy adopts different techniques like an interview, case studies, survey through questionnaire and experiments, etc. These research strategies are adopted by the researcher as per the research size, its objectives, and its issues in concern of the research topic. In concern of this research study, the survey technique through questionnaire was selected by the researcher so that he could be capable to collect the relevant data as per the research topic. Moreover, the survey technique was considered because it is helpful in collecting the huge range of data relevant to the relationship between customer service employees and the customers in the automobile industry within the provided time period (Bell et al., 2018). At the same time, it is also analyzed that survey techniques through questionnaire was also effective to gather the fresh and primary data collected for the first time from the selected participants associated with the automobile industry.
In a similar manner, by adopted the survey technique, the researcher was also capable to collect the different views and the perceptions of the selected candidates in concern of the research issues. By this, research generated accurate outcomes as well as improved their reliability and validity. At the same time, in order to support the survey findings related to the research topic, the researcher also adopted the literature review strategy that was helpful the researcher in order to explore the several theoretical concepts associated with the customer services and the service delivery.
Under the research, the research methods are also considered while collecting the data relevant to the research topic from the selected participants. In this manner, there are two types of research methods which are determined for the accomplishing the research study with more adequate information. In this way, two research methods are qualitative research and quantitative research. In this concern, it is also identified that the selection of the research method is based on the research related issues, requirements and research objectives. Moreover, the main purpose of the research method is to provide the information in concern about the ways that are adopted by the researcher for collecting the relevant information from the participants (Sekaran & Bougie, 2016).
In addition, to accomplish this research study, the researcher selected quantitative research as per the research topic in order to collect data for the desirable outcomes. In this way, quantitative research was effective to explain the research findings in the numeric form related to the research topic such as the relationship between customer service employees and the customers in the automobile industry. At the same time, with the help of quantitative research data, the researcher could represent the relevant facts in a statistical manner so that the topic could be analyzed with more effectiveness with the help of graphs, tables, and chart, etc.
In a similar manner to above, it is also examined that the time horizon is also selected by the researcher in order to set the timeline in the research study for the researcher. It is helpful to estimates the total time which will be needed for achieving the research objectives within the given time period. In this way, the time horizon is identified as the framework that mentions the time period which the research study supposed to be accomplished by the researcher. That is why it is defined as the foresight method that is beyond the research planning but still remains entitled along with the research decisions (Bigoni et al., 2015). In this manner, two types of time horizons in the research are longitudinal time horizon and the cross-sectional time horizon, etc. The longitudinal time horizon is selected for getting help in collecting the important information from the candidates at a different point of time. However, the cross-sectional time horizon is chosen by the researcher in order to collect the information at a single point of time. In addition, as per the given research topic, the researcher needed to select the cross-sectional time horizon for gathering important information from the participants at a single point of time.
Generally, data collection can be said to a process of gathering relent information for a research topic. This process plays a key role in the success of the research by providing important information related to the research. It is because the data collection is authentically done to conduct the research effectively (Cleary et al., 2014). A researcher can collect the data from two different kinds of sources or methods such as the primary data collection method and secondary data collection method. In concern to primary data collection, the researcher collects the data for the first time as it provides fresh data to the research. As well, these kinds of data are original and collected as per the nature and purpose of research such as interview, survey, observation, schedule, etc. On the other hand, secondary data collection method can also be used by a researcher to collect the information about the research topic. In this method, the information is collected from past findings by other resealed (Tidwell et al.,2017). In the secondary data collection method, the researcher can collect data from journals, articles, newspapers, websites, etc.
In concern to this research, the researcher has collected the data both from primary and secondary data collection methods. In concern to primary data collection, the researcher has selected survey through questionnaire method to collect reliable data. In this questionnaire, the researcher has developed several questions regarding the relationship between customer service employees and the customers in concern to Maruti Suzuki, India. At the same time, the target audience for this research will be the people of India where the researcher will select 16 employees from Maruti Suzuki company in India as well as 20 customers of this company will also be targeted as a sample of this research study. In addition to this, the researcher will also collect the information from different secondary data sources regarding the customer service in Maruti Suzuki such as the company’s website, articles, newspaper, etc. All the secondary information and data will be supportive for the researcher to support the primary data.
All the collected data for the research is analyzed in this part through the use of a specific data analysis method. Data analysis is also important to provide the successful outcome of the research by using relevant and best sources of the data analysis techniques such as statistical analysis, factor analysis, content analysis, disclosure analysis, conversational analysis, etc. All these methods are major tools of data analysis that helps to identify the findings of the research topic (Thomsonand Emery,2014).
In concern to this research, the researcher has used statistical data analysis method that will graphically represent the collected data. In concern to design and present the data in an effective manner, the researcher has used MS-Excel software. It is because Excel is very simple software for analyzing the data and the research outcomes will be highly effective and creative. The use of statistical data analysis is very effective but the researcher can face several issues to represent the data with an authentic manner. It is because any kind of error in the data collection may impact on the overall outcomes of data analysis.
The sample size is selected by the researcher for collecting the important information from the selected respondents in respect to accomplish the research with its research objectives. In this, two types of sampling methods like probability and non- probability sampling are considered that is frequently adopted by the researcher. In concern of the research topic, it is determined that probability sampling method was more adequate as the researcher wished to gather more information without raising any biases (Etikan et al., 2016). In this manner, the survey questionnaire was distributed to the participants of collecting the specific information in concern of the quality of the research outcomes. The sample size that was undertaken by the researcher was 16 sales employees and 20 customers from the Maruti Suzuki Company.
In addition, while accomplishing the research study, the ethical framework was followed by the researcher while collecting the important information in concern of the relationship between employee and customer in Maruti Suzuki. At this time, the one of the ethical was found related to the participant’s privacy that was effectively maintained by the researcher and in this way, collected information did not reveal to anyone without their Prior consent (Bilimoria et al., 2018). Moreover, the researcher also maintains the ethical consideration at the time of collecting the secondary data by providing proper resources of that collected data. The issue of plagiarism was also removed by the researcher by providing the data in its own language.
3.11 Limitation of the Research
While conducting the research, the researcher had to face several research limitations like lack of time that was one of the major limitations for him while collecting the wide data from the participants. Similarly, the researcher also found the inadequacy in concern of the availability of the various resources like finance for gathering huge information and limited human resource, etc (Browning et al., 2017). Due to these kinds of limitations, the researcher found several problems at the time of developing an understanding of the research topic in an effective manner. In addition, sometimes participants provided unauthentic information because of less information in concern of the subject matter.
After analyzing all the relevant facts above, it can be mentioned that the interpretivism philosophy, inductive approach, and primary data was selected by the researcher with respect to conduct the research in an efficient way. The ethical practices were also adopted by the researcher for acquiring important information from the participants.
1.) Do you agree on that recent retention policy of Maruti Suzuki is effective for the employees?
| Response | Percentage |
| a) Agree | 40% |
| b) Disagree | 5% |
| c) Strongly Agree | 20% |
| d) Strongly Disagree | 35% |
From the above interpretation, it is evaluated that 40% of people agree with the statement that the retention policy of the organisation is effective in an organisation as this improves the quality of the employees. 5 % of the people disagree with the statement as they think that the retention policy of the Maruti Suzuki is not proper and appropriate for the employees. Thus, it is not effective in nature. Around 20% of people strongly with the statement as they say retention policy of the Maruti Suzuki makes the employees work in an effective manner and make them produce quality products and with deliberate features in the market. Whereas, 35% of customers and employees strongly disagree with the retention policy that has been adopted by Maruti Suzuki as they analyzed that retention of the employees of the employees is necessary for the organisation so that exiting talent would not go out, but the policy of the Maruti Suzuki is not as effective as other competitor organisations. Lastly, it can be interpreted that retention policy is effective in respect of some areas in the Maruti Suzuki.
2.) What communication channel is preferred by the employees in the organisation?
| Response | Percentage |
| a) Horizontal | 60% |
| b) Vertical | 10% |
| c) Both | 5% |
| d) Upward | 20% |
| e) Downward | 5 % |
From the above graph, it is interpreted that a horizontal communication channel has been preferred by the people in the organisation. Approximately 60% of employees and customers say that horizontal communication channel has been used in the organisation. This improves the flow of work in the organization and delivers the messages in an instant manner. While 10% of people say, a vertical communication channel is used in the Maruti Suzuki that is makes the delegation of work and responsibility to the respective people in an effective and respective manner from top to bottom level. 5 % of people say that employees use both the communication channel in the organisation as per the requirement for the delivery of work. Around 20% of people say that employees use the upward communication channel for solving their queries and making the transmission of messages from workers to top level management. In the opinion of 5%, the people communication channel used in Maruti Suzuki is downward that is from top to bottom level. From the overall interpretation, it is evaluated that horizontal communication is the best communication channel that has been used widely by the employees in the Maruti Suzuki. This makes the transmission of messages from one department to other in an easy and accurate manner.
3.) What types of culture is followed by the Maruti Suzuki?
| Response | Percentage |
| a) Formal | 35% |
| b) Informal | 15% |
| c) Both | 50% |
From the above graph, it is interpreted that around 50% of customers and employees agree with the statement that both formal and informal culture is adopted in the organisation. This makes the employees have good relations among the employees and improves productivity. On the other hand, 35% of people say that formal culture is adopted in the organisation as the employees an staff is giving formal relation that is n the respect of work and achievement of targets. Around 15% of people agree with the informal culture that is adopted in Maruti Suzuki among the employees and customers. Overall, it is identified that both formal and informal culture is adopted in the organisation for making employees work effectively.
4.) What are the factors that influence customers and purchase behavior?
| Response | Percentage |
| a) After sale services | 28% |
| b) Pre sale services | 16% |
| c) Adequate price | 40% |
| d) Features | 6% |
The above graph interprets that 40% of people feel that adequate price of the products and services influences the customers the most as customers prefer those products which are available to them at minimal cost and high quality. 28% of people say that services that are provided to the customers after sales influence them the most. While 16% of people say, the pre sales services that are offered to the customers attract the customers the most as this makes them attracted towards the products. Around 6% of people say that the features of the products influence customers and changes their purchase behaviour. From overall interpretation, it gets analyzed that the price of the product in Maruti Suzuki influence and attracts the customers.
5) How does the performance of the employees is measured in the organisation?
| Response | Percentage |
| a) Engagement of employees | 25% |
| b) Communication level of employees | 20% |
| c) Achievement of targets | 40% |
| d) Generation of profits | 15% |
The above depicts the responses of people that are made for the measurement of employees performed n the organisation. 25% of people say that performances of the employees are assessed with the engagement of employees in the Maruti Suzuki. 20% of people say that the communication level of employees that they have within the organisation and customers help in measuring the performance. While 40% of people say, the targets set by the organization for the employees and achievement of the targets makes the organization to measure the performance of the employees. On the other hand, profits that have been earned by the involvement of employees makes the measure of performance to be made in the Maruti Suzuki.
6.) What are the factors that satisfy the employees in Maruti Suzuki?
| Response | Percentage |
| a) Performance Appraisal | 40% |
| b) Motivation | 10% |
| c) Rewards and incentives | 30% |
| d) Flexibility | 20% |
The above graph makes the depiction of the opinion of the people that clarifies the factors which satisfy the employees in the organisation. 40% of people think that appraisal provided to the employees in the organisation provides them satisfaction and makes them enhance their performance. While 30% of people say that rewards and incentives that are provided to employees make them satisfied with the services of Maruti Suzuki. 10% of people make a response towards the motivation factors as they think motivation provided to the employees enhances the performance of the employees and make them feel satisfied. Lastly, 20% of people say hat flexibility provided to the employees in the organisation makes them satisfied and lead them to work more effectively.
7.) Does the Maruti Suzuki attain a competitive advantage in the market?
| Response | Percentage |
| a) Agree | 25% |
| b) Disagree | 15% |
| c) Strongly Agree | 30% |
| d) Strongly Disagree | 30% |
The above graph shows that 25% of people agree with the statement that competitive advantage has been attained by the Maruti Suzuki with the delivery of quality products to the customers. 15% disagree with this as they think Maruti Suzuki is not able to meet with the competition due to various new companies that came into existence. While 30% strongly agree as they think the competitive advantage is met by the organisation by producing the products that are required by the customers at a low cost. 30% of the people strongly disagree with the words of other people and assures that competitive advantage has not been met by the Maruti Suzuki.
8.) What are the elements that are involved in employee engagement?
| Response | Percentage |
| a) Job Satisfaction | 30% |
| b) Empowerment | 20% |
| c) Commitment | 15% |
| d) Job involvement | 35% |
From the above graph, it is depicted that 30% of people say that job satisfaction provided to the employees in the organisation affects the engagement of employees in the organisation. This makes them improve their services and productivity in the organisation. 20% people say that empower of the employees affects the employee’s engagement while 15% make their responses towards the commitment of the employees that are made in the organisation for the productivity and services that are provided to the customers. Lastly, 35% of people give their consideration on the factor of job involvement as they think job involvement improves the engagement of employees in the organization.
9.) Do you think communication among the employees and customers affect profitability?
| Response | Percentage |
| a) Yes | 60% |
| b) No | 25% |
| c) May be | 15% |
From the above graph, it is identified that 60% of people say that communication level that exists among the employees and customers affects the profitability of the Maruti Suzuki. They think that the communication level makes the employees know about the demands of the customers. This affects the sales and profitability of the organisation as the products those products that satisfy the customers. While 25% of people say that communication among the employees and customers does not affect the profitability of the company as they consider other factors which leads the organisation to earn profits. Meanwhile, 15% does not go with any option as they are not sure. In their opinion, communication may or may not affect the profitability of Maruti Suzuki.
10) Does the efficiency of employees enhance with the retention and engagement policy of the Maruti Suzuki?
| Response | Percentage |
| a) Agree | 40% |
| b) Disagree | 15% |
| c) Strongly Agree | 25% |
| d) Strongly Disagree | 20% |
From the above, it is estimated that 40% of people agree with the statement that the retention and engagement policy of the Maruti Suzuki improves the efficiency of the employees. While 15% of people disagree with the statement that retention policy and engagement policy of the organisation does not focus on the enhancement of performance or efficiency of employees in the organisation. 25% says that retention and engagement policy of Maruti Suzuki helps in enhancing the efficiency of the employees as this makes them improve their productivity and skills. Lastly, 20% of people strongly disagree with the statement by saying that retention and engagement policy does not affect the efficiency of employees and does not improve their performance.
From the above discussion, it can be determined that the one of the aim of the firm is to get the competitive advantage and to develop a long term relationship with the customers. For this, different ways are used by the firm. In the same con concern of this, Automobile sector is one of the leading sectors in this segment and the customer relationship and the growth of the firm in this sector is depended on the better customer service provided by the employees of the firm to the customers. From the overall discussion, it can also be stated that Maruti Suzuki, India is one of the leading automobile firm in the India and it is also leading four wheeler seller in India. The one of the major secret of this firm to get the success is the Indian automobile market is the better customer relationship and the service.
From the overall discussion, it can also be determined that there are different drivers of employee engagement such as work environment, job, reward, better retention policy, etc that are used by the firm for providing the motivation for the employees to improve the productivity of the employees as well. The use of this type of ways is also better for the firm to provide the better customer service to sustain in the firm for a long time period. Apart from this, from the overall result of this research, it can also be determined that the response of the customers and the employees on the employees’ engagement techniques was also similar. It is because there was the positive response of the respondents that the retention scheme that Maruti Suzuki use for the better engagement of the employees is better for the firm to sustain the employees in the firm for a long time period and to get the competitive advantage in the firm as well.
Apart from this, it can also be stated that the better implementation of the employees’ retention strategy also helps the firm to get the competitive advantage and to develop the good base of the customers also. Maruti Suzuki in India is one of the major examples of this because this firm is using different and effective employees’ retention strategy and timely change the strategy as per the need of the customer and the market as well. Because of this, this is one of the success firms in automobile market of India. In the same concern of this, from the research of Browning et al., (2017), it is illustrated that effective employees’ retention strategy is also one of the best way for the firm for the managing the employees and to engagement the employment also. It also assists the firm to manage the business and the issues that can be raised in the firm related to the employees and the customer management also. Thus, it can be stated that employees’ engagement is one of the best way for the firm to increase the engagement of the employees in the firm and to manage the all business also.
At the same time, from the overall discussion, it can also be stated that there are also various factors that influence the customer satisfaction in the automobile industry. In this, it can be determined that there are some factors such as after sales service, pre sales service, effective price and the features are also the major factors that influence the customer buying behavior and the purchasing behavior also. In the concern of Maruti Suzuki, it can be stated that there is the major concern of the firm on the different factors that affect the customer satisfaction and the from the overall analysis, it is illustrated that after sales service and price are major things that are considered by the firm during the better customer satisfaction of the customers. The reason in this is that in India, customers are price sensitive and keep the price sensitive is one of the major factors that work for the firm to manage the sales and the business growth also.
In regard to this, from the findings of the research, Tidwell et al., (2017), it is also illustrated that for sustaining in the firm and to handle the all base of the customers for a long time period, it is needed for the firm to focus on different factors that influence the customer purchasing behavior and the customer segment also. It is because it makes easy for the firm for sustaining long term in the firm and to manage the customer segment also. In the automotive industry, customer satisfaction is the major priority of the firm to get the competitive edge and to overcome the all issues related to the customer base and the retention also. The overall determination also defined that although the customer satisfaction is essential for the firm to get the success and to perform better but at the same time, there are also some parameters that are also parameters that are used by the firm for measuring the performance of the employees to increase the productivity of the employees and to handle the all base of the customers also.
In the same concern of this, it is determined that there are some major parameters such as engagement of employees, communication level of employees, achievement of targets and generation of profits. These all are the measures of the performance of the firm. In the support of this, from the research of Cleary et al., (2014), it is illustrated that if there is the proper management and the measurement of the employees performance then it helps the firm to finalize the business decisions and to handle the all internal and the external issues also. The proper measurement of the performance of the employees is also better for the employees to perform better and to improve the performance also. In like manner, from the overall respondents and the findings, it can be illustrated that in Maruti Suzuki, achievement of targets is one of the major way for the firm to measure the performance of the employees. This helps the firm to get to improve the performance of the employees and for the employees; it is also an achievement for improving the performance and to overcome the all internal and external issues also.
In like manner, although, measure the performance of the employees is better for the firm to manage the business and the performance of the employee also but at the same time, there are also different factors that satisfy the employees in Maruti Suzuki. In this, from the overall outcomes, it is illustrated that performance appraisal, and reward incentives are also the major ways that firm use to motivate the employees. The reason in this is that performance appraisal and the rewards and incentives provide a right direction for the employees and to manage the business platform of the employees. The performance appraisal also helps the employees to handle the all business of the firm to provide the better customer service for the customers as well. At the same time, in the regard to this, from the research of Browning et al., (2017), it is determined the use of performance appraisal tools is better for the firm to manage the employment in the firm and provide the opportunity for the firm to grow in the firm.
In addition to this, it can also be stated that Maruti Suzuki is one of the leading firm that get the competitive advantage in the market and it is because of providing the better customer service for the customers. The other reason to get the competitive advantage in the firm is the price, quality, features, after sales service, etc. According to the Bigoni et al., (2015), there are different factors that works to get the competitive advantage for the firm and in this, better customer services, better price, quality, etc are major ways. Maruti Suzuki is one of them because this firm also followes these same things in the business and these all are effective for the firm to get the competitive advantage. Likewise, it can also be interpreted from the overall findings that there are different elements that are involved in employee engagement. In this, job satisfaction, empowerment, commitment and job involvement are the major elements that are involved in employee engagement. The analysis of the respondents also determined that job satisfaction and involvement are the major elements that play a major role for the better management of the employee engagement. In like manner, it can also be interpreted that for the success of the firm, there is a vital role of the communication among the employees and customers affect the profitability of the firm. It is because the communication in the firm is the most appropriate way for the employees and the customers to convey the message for the other. In the concern of the Maruti in India, it is a major concept and it is also find out from the survey through questionnaire. It is because it is one of the fast and appropriate ways for getting the response and to conclude all findings.
From the above research, it is concluded that employees are the pivotal assets of the organisation as they make the delivery of respective products and services. Employees and organisation are dependent on each other for fulfilling the demands of the customers. This makes the organisation provide satisfaction to the employees so that they can work effectively and create a working environment in the workplace. The major attractive point of Maruti Suzuki is that it carries a vast network in the market with a number of dealers and earns high value in the market. The vast network build by the Maruti Suzuki makes it have good relations with the customers and makes them know about their requirements and needs.
The quantitative methodology has been used in the above research for collecting the primary data from the customers and employees. The questionnaire is prepared and circulated among the employees to gather information and responses from them. This evaluated that retention policy of the organisation si effective in nature as this improves the working capacity of the employees and makes the Maruti Suzuki have skilled employees. Moreover, the communication level of employees makes them create good relations with the customers so that satisfaction could be availed to them. The drawback that is carried in the above research is lack of time as the topic is very wide, but due to lack of time, the research was not completed with many resources. Further recommendations are provided to the Maruti Suzuki for improving its policies and services sp that it could make it stake and improve the employee engagement. This improves the quality of the employees and enhances their performance, which could lead the organisation to create a huge network and attain a large number of customers. The appraisal provided to the employees in the organisation on the basis of their performance makes the employees feel satisfied and motivates. This makes the employees work more diligently with high enthusiasm. This also makes the Maruti Suzuki have a high retention of the employees to achieve the targets.
It is recommended to the Maruti Suzuki that improvement in the communication level of the employees is necessary as this will help in making the employees know the needs and demands of the customers. The estimation of demands and requirement of the employees will help in delivering those products and services that are required by the customers. Employees need to provided with training so that they will make an improvement in the communication level of the employees, which will help in improving the performance of the organisation. The effective communication level will help in transmitting and communicating the required messages to the respective people in the Maruti Suzuki. This also makes the employees have good relations in the organisation, which help in grabbing the market opportunity and meet with the objectives of the organisation.
Another recommendation that needs to be focused by Maruti Suzuki is an improvement in the environment of the organisation. This will help in making the employees to improve their satisfaction level as they are made to work in a healthy environment. The flexibility and liberty provided to the employees in the organisation make them participate in various activities of the organisation. This makes them build an exciting working environment in the organisation that helps in achieving the targets that are set by the Managers. The organisation needs to focus on the requirement and expectations of employees so that effective steps could be taken up by the managers in the organisation to meet with the expectations and requirements. This makes the employees feel gratified in the organisation and makes them deliver the best products and services to the customers. High level of satisfaction provided to the employees improves the services and efficiency of the employees in Maruti Suzuki, which will directly enhance the profitability of the organization.
The third recommendation that is required by Maruti Suzuki is the implementation of the learning process, and that should be continuous in nature. The learning and training process should be continuous in nature as this will help in improving the services and help in accommodating the changes that take place in the organisation. This improves employee engagement and makes them satisfy the customers in the organisation. The continuous process of learning will help the employees to improve their knowledge, skills, and capabilities so that they can work in a deliberate manner. This motivates the employees and makes them committed to the work that needs to be accomplished in the organisation. Continuous training helps in improving the performance as well as makes the adoption of relevant actions that could reduce the number of deviations that take place in the performance.
Lastly, it is recommended to the Maruti Suzuki that it should focus on the demands of the customers and makes them be provided with individual attention. This will help in improving the services and make the customers satisfied. The individual attention makes the customers solve their queries and make them know about the requirement for the specific product. This helps in assessing the performance of one and makes the adoption of required actions that would help in meeting with the objectives of the organisation. The process of employee engagement will help in making the employees work for the interest of the organisation and make them provide the required products and services that are expected by the customers.
It was great experience for me to be the part of the research. The reason in this is that it helped me to get the in-depth information about the relationship between customer service employees and the customers in automobile sector. It was also experience for me to be engaging the employees and the customers of the Maruti Suzuki. It helped me to gain my knowledge and the information regarding the automobile sector and the employees’ management as well. It was also hard to be the part of the survey and to get the response from the respondents’ bur my hard work and the willingness to complete this research helped me out.
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