INTRODUCTION:

The Indian automobile industry became the 4th largest in the world with sales increasing 9.5 per cent year-on-year to 4.02 million units (excluding two wheelers) in 2017. It was the 7th largest manufacturer of commercial vehicles in 2017.

India is also a prominent auto exporter and has strong export growth expectations for the near future. Automobile exports grew 20.78 per cent during April-November 2018. It is expected to grow at a CAGR of 3.05 per cent during 2016-2026.

In addition, several initiatives by the Government of India and the major automobile players in the Indian market are expected to make India a leader in the two-wheeler and four-wheeler market in the world by 2020. Domestic automobile production increased at 7.08 per cent CAGR between FY13-18 with 29.07 million vehicles manufactured in the country in FY18. During April-November 2018, automobile production increased 12.53 per cent year-on-year to reach 21.95 million vehicle units.

Customer satisfaction is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals." Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty." "Customer satisfaction data are among the most frequently collected indicators of market perceptions. Their principal use is twofold:"

1. "Within organizations, the collection, analysis and dissemination of these data send a message about the importance of tending to customers and ensuring that they have a positive experience with the company's goods and services."

2. "Although sales or market share can indicate how well a firm is performing currently, satisfaction is perhaps the best indicator of how likely it is that the firm’s customers will make further purchases in the future. Much research has focused on the relationship between customer satisfaction and retention. Studies indicate that the ramifications of satisfaction are most strongly realized at the extremes."

There are many definitions of customer loyalty. Yet each of them fails to realize that loyalty runs hand-in-hand with emotions. Customer loyalty is the result of consistently positive emotional experience, physical attribute-based satisfaction and perceived value of an experience, which includes the product or services. To build loyalty, customer experience management blends the physical, emotional and value elements of an experience into one cohesive experience.

The main four automobile industries in India are:

Tata Motors:

Tata Motors is the largest automobile manufacturing companies in India. Established way back in 1945 Tata Motors is a multinational automobile company with its headquarters in Mumbai. This company manufactures compact medium sized utility vehicles. Over the last few decades it has stood as the undisputed leader in the commercial vehicles segment. It is also the third largest producer of passenger cars in India. This automobile company in India is listed on both the Bombay Stock Exchange and the New York Stock Exchange. The revenues earned by Tata Morts in 2010 accounted to $20.572 billion. Some of the well-known cars manufactured by Tata Motors are: Tata Indigo, Tata Indica, Tata Sumo Tata Indigo Marina and Tata safari.

Maruti Suzuki India Limited:

Maruti Suzuki India Limited was established in 1981. A part of this company is owned by Suzuki Motor Corporation of Japan. It is the country's largest passenger car manufacturing company. Credited for having brought in the automobile revolution in the country Maruti Suzuki India Limited was known as Maruti Udyog Limited till 2007. With its headquarters in Delhi this automobile company in India happens to be the largest producer and market share holder of cars. The company accounted for consolidated revenues of US$4.8 billion in 2010. Maruti Suzuki India Limited is credited for manufactures a variety of passenger cars SUVs, and Sedans. Some of Maruti's most popular cars are: Alto, Gypsy, Omni, Wagon R, Maruti 800, Versa, Zen, Esteem, Baleno and Swift.

Hyundai Motor India Limited:

Hyundai Motor India Limited (HMIL) is owned entirely by Hyundai Motors of South Korea. Hyundai Motors happens to be the largest car manufacturer in South Korea and the sixth largest in the world. This automobile company in India is also the largest passenger cars exporter in India. Established on May 6 1996 this company in a short span of time has taken the Indian automobile industry by storm. Some of the popular cars manufactured by this company are; Santro , Getz Prime, Hyundai i10, Hyundai i20, Accent and the Verna and Sonata.

Honda Cars India Ltd:

Honda Cars India Ltd (HCIL) is a subsidiary of Honda of Japan for the production, marketing and export of passenger cars in India. Formerly known as Honda Siel Cars India Ltd, it began operations in 1995 as a joint venture between Honda Motor Company and Usha International of Siddharth Shriram Group. In August 2012, Honda bought out Usha International's entire 3.16 percent stake for ₹1.8 billion in the joint venture. The company officially changed its name to Honda Cars India Ltd (HCIL) and became a 100% subsidiary of Honda.

LITERATURE REVIEW:

Oliver (1981) stated that the customer’s perception of quality is not determined based on only one dimension. Five dimensions are considered by the clients in judging the quality of services namely-tangibility, reliability, responsiveness, assurance and empathy.

William B Dodds (1991) revealed that customer satisfaction is the summary of emotions which results when disconfirmed expectations are matched with the consumers‟ prior feelings about the consumption. The consumer perception of product quality is affected by various external cues like brand, price and store information. Price had both positive and negative effect. It’s positive in terms of perceived quality but negative for perceived value and respondents‟ willingness to buy.

Parasuraman (1991) argues that quality customer service has become a major concern of all businesses satisfaction is influenced by the availability. Hence, post consumption judgment concerning a specific product or service is defined as customer satisfaction.

Goofin and Price (1996) have studied the importance of after-sales services which increase the product quality and in gaining competitive advantage which thereby results in high sales and income for the business.

Schiffman and Kanuk (2004) inferred that in relation to the experience and their experience, consumers perceive or have an opinion on the product; this is defined as customer satisfaction.

Farah Sahul Hamid (2011) has studied the customer’s behavior is determined by their perceptions towards the quality of service.

Pallawi et. Al (2011) opined that service quality is most essential among dealers in motor vehicles when service quality of Maruti Suzuki and Hyundai Showrooms are compared in Nagpur. He also found that greater profit margin is obtained while servicing the vehicles.

Kah-Hin Chai and Yi Ding (2009) have found the presence of spillover effects of service quality and customer satisfaction from product manufacturer to service provider, and vice versa.

YazdiS.M. et al (2009) have highlighted the vital dimensions of service quality from customers‟ perspective in car service agencies.

RESEARCH METHODOLOGY:

OBJECTIVE OF THE STUDY:

· To study the satisfaction level of consumer regarding service provided by automobile companies.

· To study the relationship between service quality and customer loyalty.

Sample size and its selection:

Sample size for this research is 153 and was selected by multistage sampling.

Data collection:

Primary data has been collected from the respondents through questionnaire and google forms.

Data Analysis and Findings:

From the analysis of five Service Quality dimensions i.e. Tangibility, Responsiveness, Reliability, Assurance and Empathy it is observed that a significant difference in the Servqual model which is implemented for all the four companies i.e. Tata, Hyundai, Honda and Maruti Suzuki and observed a Significant Difference between all the four companies.

1. Tangibility:

It is observed that the Tata Company has more modern equipment, more visually appealing facilities, Employees with the proper attire, and services and then followed by Honda, Maruti Suzuki and Hyundai and derive the customer satisfaction and loyalty out of it and make customer to buy the products of the same brand again and again.

Anova: Single Factor
SUMMARY
Groups	Count	Sum	Average	Variance
[Modern looking equipments]	4	15.00	3.75	0.074
[Visually appealing physical facilities]	4	14.40	3.60	0.006
[Neat appearing employees]	4	14.87	3.71	0.039
[Visually appealing 1 materials]	4	15.11	3.78	0.076

ANOVA
Source of Variation	SS	df	MS	F	P-value	F crit
Between Groups	4.769	4	1.192	3.199	0.04	3.06
Within Groups	5.590	15	0.373
Total	10.359	19

2. Assurance:

It is observed that the Tata company whose employee have instill confidence in customers, more secure transactions, and are very courteous towards their customers and all have all technical knowledge in order to answer the each and every question of the customer and then followed by Honda, Maruti Suzuki and Hyundai. And derive the customer satisfaction and loyalty out of it and make customer to buy the products of the same brand again and again.

SUMMARY
Groups	Count	Sum	Average	Variance
[Behavior of employees instill confidence in customers]	4	15.13	3.78	0.12
[Customers feel safe in transactions]	4	15.02	3.76	0.07
[Employees are consistently courteous with customer]	4	14.84	3.71	0.04
[Employees have the knowledge to answer the customers question]	4	15.04	3.76	0.15

ANOVA
*Source of Variation*	SS	df	MS	F	*P-value*	*F crit*
Between Groups	5.027	4	1.257	3.071	0.04	3.05
Within Groups	6.139	15	0.409
Total	11.166	19

3. Responsiveness:

It is observed that that the Tata is the company which provides regular notification to their customer regarding the Servicing and provides prompt service to customer, and are ready to help customer and respond to their each and every query and complaint quickly and then followed by Honda, Maruti Suzuki and Hyundai. And derive the customer satisfaction and loyalty out of it and make customer to buy the products of the same brand again and again.

Anova: Single Factor
SUMMARY
Groups	Count	Sum	Average	Variance
[Employees tell customers exactly when it will be performed]	4	15.37	3.84	0.095
[Employees give prompt to customers]	4	15.35	3.84	0.077
[Employees are be too busy to respond to customers requests]	4	15.08	3.77	0.083
[Employees are always willing to help you]	4	14.94	3.74	0.064

ANOVA
*Source of Variation*	SS	df	MS	F	*P-value*	*F crit*
Between Groups	5.414	4	1.353	3.405	0.036	3.055
Within Groups	5.961	15	0.397

Total	11.375	19

4. Reliability:

It is observed that the Tata is the company which provides service as promised and quick response towards the customer service problem, service provided on promised time and maintaining error free record and then followed by Honda, Maruti Suzuki and Hyundai. And derive the customer satisfaction and loyalty out of it and make customer to buy the products of the same brand again and again.

SUMMARY
Groups	Count	Sum	Average	Variance
[Promise to do something by a certain time]	4	15.071	3.768	0.037
[Sincere approach in problem solving]	4	14.93	3.733	0.099
[Perform the right the first time]	4	15.04	3.760	0.055
[Providing at the time it promises to do so]	4	14.73	3.682	0.057
[Emphasis on error free records]	4	15.06	3.765	0.054

ANOVA
Source of Variation	SS	df	MS	F	P-value	F crit
Between Groups	5.159	5	1.032	3.144	0.033	2.77
Within Groups	5.907	18	0.328
Total	11.066	23

5. Empathy:

It is observed that the Tata is the company which gives attention to the customer individually and employees of the company deals with the customer in caring fashion and having customers best interest at heart and understand the need want and demand of the customer and provide convenient business hours and then followed by Honda, Maruti Suzuki and Hyundai. And derive the customer satisfaction and loyalty out of it and make customer to buy the products of the same brand again and again.

SUMMARY
Groups	Count	Sum	Average	Variance
Which company's car you have?	4	10.00	2.50	1.670
[Individual attention to customers]	4	14.76	3.69	0.051
[Convenient operating hours to all their customers]	4	14.82	3.70	0.018
[Personal attention to customers]	4	14.76	3.69	0.065
[Customers best interests are at heart of company]	4	14.69	3.67	0.049

ANOVA
Source of Variation	SS	df	MS	F	P-value	F crit
Between Groups	4.529	4	1.132	3.058	0.049	3.055
Within Groups	5.553	15	0.370
Total	10.083	19

CONCLUSION:

From the analysis of SERVQUAL Model for the four companies i.e. Tata, Honda, Maruti Suzuki and Hyundai we had derived that the customer are more satisfied, more loyal, more intend to buy the Tata products followed by Honda, Maruti Suzuki and Hyundai as the five service quality dimension of the SERVQUAL dimension prove that the Tata has more modern equipment, and have more visually appealing facilities, Employees with the proper attire, employee have instill confidence in customers, more secure transactions, and are very courteous towards their customers and all have all technical knowledge in order to answer the each and every question of the customer, company which provide regular notification to their customer regarding the Servicing and provide prompt service to customer, and are ready to help customer and respond to their each and every query and complaint quickly, which provides service as promised, and quick response towards the customer service problem, service provided on promised time and maintaining error free record, which gives attention to the customer individually and employees of the company deals with the customer in caring fashion and having customers best interest at heart and understand the need want and demand of the customer and provide convenient business hours followed by the Honda, Maruti Suzuki, and Hyundai and customer are more satisfied and loyal towards the tata and customers are more intend to repeatedly buy the Tata products.

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Received on 25.04.2019 Modified on 10.06.2019

Asian Journal of Management. 2019; 10(3): 176-180.

DOI: 10.5958/2321-5763.2019.00028.3

		AUTOMOBILE BRANDS
		Maruti Suzuki	Hyundai Motor Company	Honda Motor Company	Tata Motors
SERVQUAL MODEL SCORE	Tangibles	3.67	3.45	3.77	3.95
	Assurance	3.66	3.46	3.74	4.15
	Responsiveness	3.71	3.51	3.79	4.18
	Reliability	3.67	3.47	3.77	4.05
	Empathy	3.65	3.46	3.66	3.99