Evolution of CRM Techniques for Maruti Suzki Cars in India

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Acknowledgement

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

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Table of Contents

CHAPTER # 1: INTRODUCTION5

Background5

Problem statement5

Aims and Objectives6

Significance of the Study6

Scope of task7

CHAPTER # 2: LITERATURE REVIEW9

Customer relationship management9

The Importance of CRM In Marutis Suzuki12

Service worth and customer relationship Management13

CRM and the supplemented value17

Quality and management control18

CRM and comparable positioning19

Definition of Customer satisfaction20

Measuring Customer Service quality23

Models of Customer Satisfaction29

Cycle of Customer Satisfaction30

Importance of Customer Satisfaction for the Firm32

E-service and the external customer33

Annuity Satisfaction35

Customer Satisfaction Vs Customer Dissatisfaction35

Customer Dissatisfaction36

Confirmation / Disconfirmation36

Relationship between Customer Satisfaction and loyalty37

Customer Satisfaction and Customer Loyalty38

Consumer Satisfaction and Relationship Marketing Theory39

Relationship Satisfaction and Salesperson40

Role of Trust in Customer Relationship41

Commitment and Customer Relationship41

Relationship between Service Quality and Customer Satisfaction42

Customer Satisfaction and Value42

Relationship between Marketing and Customer Satisfaction44

CHAPTER # 3: METHODOLOGY46

Research Design46

Interviews47

Questionnaires48

CHAPTER # 4: RESULTS AND FINDINGS49

Organizational Structure49

Organizational Structure of Maruti49

Increasing significance of Boundary Spanning Units50

Horizontal Information Linkages51

1. Information Systems51

2. Direct Contact51

3. Task Force52

Structural Dimensions52

1. Formalization52

2. Specialization52

3. Hierarchy53

4. Centralization53

5. Professionalism53

Use of Project founded Teams54

Culture54

Organizational Structure and Work Culture at SMC, Japan56

Differences between Work Culture at Suzuki Motor Corporation Ltd. and Maruti Udyog Ltd56

Power and Politics57

Strategic Profile58

Inter Organizational Relationships59

Maruti and Government of India59

InterOrganizational Relationships of Maruti60

Maruti and Other Auto Makers60

Maruti and Vendors61

Maruti and Dealers62

Task Environment & Change Management63

Large scale restructuring63

Change of domain64

Strategic Alliances64

Advertising & Public Relations65

Changing dynamics of Vendor and Dealer relationships65

1. Cluster Approach65

2. Multiple Sources66

3. Cost chopping measures66

4. Inventory reduction66

5. Restructuring of trading methods67

Intra Organizational Conflict67

Labor Unrest in 200067

CHAPTER # 5: DISCUSSION AND CONCLUSION70

Customer Satisfaction and Customer Loyalty70

Consumer Satisfaction and Relationship Marketing Theory71

Relationship Satisfaction and Salesperson72

Role of Trust in Customer Relationship72

Inter-departmental conflict73

1) Parts Inspection vs. Engineering73

2) Marketing vs. Others74

3) Quality vs. Others74

Use of Technology74

IT Strategy For The Organization75

Use of IT76

Supply Chain Integration Initiatives (Extranets)76

E-Marketplace77

Call Center77

CRM77

Knowledge Management77

VTS78

Human Resources Management Intervention78

Career Stagnation79

Monotonous Jobs79

Conclusion80

REFERENCES81

APPENDIX90

Questionnaire93

Chapter # 1: Introduction

 

Background

Maruti has comprehensive sales and service mesh, the biggest mesh of dealers and service hubs amidst car manufacturers in India. As of March, 2003, they had 178 authorized dealers with 243 sales outlets in 161 cities. For service, they had 342 trader workshops and 1,545 Maruti Authorized Service Stations, or MASSs, which enclosed 898 towns in India endorsed by Express Service Centers on 30 main streets over the country.

CRM is the strategic use of information, method, expertise and persons to organise customer's relationship with business in the entire customer life cycle. Customer relationship management has a good function in this business era. In this present business world it is significant to understand about our merchandise services we are supplying for our customers to anticipate our customers with us for the long term. It is not only significant for an commerce ...