A STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT AT KUN HYUNDAI MOTORS,

HYDERABAD :
A STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT AT KUN HYUNDAI MOTORS,
HYDERABAD UNDER THE GUIDANCE OF Dr. B.AMARNATH BY A.RAJESH KUMAR REGD NO:
1981063089

CUSTOMER RELATIONSHIP MANAGEMENT :
CUSTOMER RELATIONSHIP MANAGEMENT Customer relationship management (CRM) is a customer-
centric business strategy with the goal of maximizing profitability and customer satisfaction. CRM includes
various methodologies, technologies and procedures followed by the org to maintain good relationship
with customers. Technologies that support this business purpose include the capture, storage and
analysis of customer, vendor, partner, and internal process information. Functions that support this
business purpose include Sales, Marketing and Customer Service, Training, Professional Development,
Performance Management, Human Resource Development and Compensation.

Cntd.. :
Cntd.. The model has three key phases and three contextual factors: Three key phases: Customer
Acquisition Customer Retention Customer Extension Three contextual factors: Marketing Orientation
Value Creation Innovative IT

Industry profile :
Industry profile The automobile industry in India is the ninth largest in the world with an annual production
of approximately 2.8 million units in 2009. Indian automobile industry is involved in design, development,
manufacture, marketing, and sale of motor vehicles. India emerged as Asia's fourth largest exporter of
automobiles, behind Japan, South Korea and Thailand. The passenger car and motorcycle segment in
the Indian auto industry is growing by 8-9 percent. Commercial vehicle is growing by 5.2 per cent.

Cntd.. :
Cntd.. Market leaders of various automobile segments Commercial vehicles- TATA MOTORS - 60%
Passenger vehicles - MARUTHI SUZUKI - 46% Utility vehicles - M&M - 42% Three wheelers - PIAGGIO -
40% Two wheelers - HERO HONDA - 51% Asias third-largest passenger vehicle market Worlds fourth-
largest commercial vehicle market Worlds second-largest two-wheeler market Worlds fifth-largest bus
and truck market (by volume)

Competitors to HYUNDAI :
Competitors to HYUNDAI MARUTHI SUZUKI TATA MOTORS M&M GENARAL MOTORS HONDA
TOYOTA FORD

Slide 7:
Aug 2009 Indian car sales figures and analysis

Slide 8:
The Indian car market continues its bullish run. August 2010 was the best month ever - in the history of
the industry - with 160,794 passenger cars sold, a whopping 33% increase over the 120,681 sales tally of
August 2009. For the record, July 2010 sales were 158,764.

Slide 9:
Market share of four wheeler manufacturer, aug 2010

COMPANY PROFILE :
COMPANY PROFILE KUN HYUNDAI is one of the largest dealership group in the country, Spread over 6
cities, and 15 locations.. Six cities are CHENNAI, PONDICHERRY, NELLORE, TIRUPATHI,
HYDERABAD and KURNOOL. KUN UNITED HYUNDAI is the elite dealer in south India for Hyundai
Motor India Ltd., which is the leading manufacturer of small and mid-sized cars in India. KUN which
started its operations is 2001 is efficiently run by a highly qualified and dynamic professionals whose
policy is to give excellent and professional service to its customers. CUSTOMER FIRST is KUNs motto
and EXCELLENCE IN CUSTOMER SERVICE is the pledge. KUN is a one-stop-shop for Sales, Service,
Accessories, Finance and Insurance.

Cntd. :
Cntd. KUN UNITED HYUNDAI, HYDERABAD came into effect from 6th January 2001, which is
undertaken by the HYUNDAI MOTORS INDIA LIMITED. KUN UNITED HYUNDAI, HYDERABAD a seven
years old, bearing five conglomerate braches is an enterprise with a proven track record of successful
performance. The workshop is situated at RTC cross Roads, Hyderabad. The company is having
excellent infrastructure facility like Land and Buildings around strategically KUN UNITED HYUNDAI has
built up a wealth of expertise in four wheeler production in the last one-decade.

Slide 12:
DRIVE YOUR WAY

Need for the study :
Need for the study Customer Relationship Management is the most important concept of modern
marketing. Until recently, CRM has been defined narrowly as a customer data management activity. In
broader sense CRM is the overall process of building and maintaining profitable customer relationship by
delivering superior customer value and satisfaction. So there is a need to study Customer Relationship
Management.

Objectives of the study :
Objectives of the study To measure the customers satisfaction level towards KUN HYUNDAI. To evaluate
the role of CRM in satisfying and retain customers. To find out the gaps, if any and give Suggestions.

RESEARCH METHODOLOGY :
RESEARCH METHODOLOGY Data sources: Primary data: Primary data is collected from the customers
of Kun Hyundai through structured questionnaire Secondary data: Secondary data is collected from the
literature survey like company records, broachers, CRM book Werner j. reinartz and Philip kotler websites
is like www.kunhyundai.com www.marketingteacher.com Research design : Descriptive research
Research approach : Survey method Research instrument : Questionnaire

Slide 16:
SAMPLING PLAN Sampling unit :owners of Santro Xing and Verna Sampling size :125 Sampling
technique :convenience sampling STATISTICAL TOOL Percentage analysis Chi-square test

limitations :
limitations The study is restricted to both (twin cities) Hyderabad and Secunderabad and that to among
125 respondents.

findings :
findings Out of 125 respondents, 76 customers are owners of SANTRO XING, 49 customers are owners
of VERNA. Out of 125 respondents 57% are feeling good, 26% are excellent, 19% are moderate towards
Financial facility.

Slide 19:
64% of respondents highly satisfied, 18% of respondents satisfied, 18% of respondents dissatisfied
towards KUN HYUNDAI (overall satisfaction). Majority of respondents i.e.72.8% would like to recommend
others to buy Hyundai cars in KUN Hyundai.

Cntd. :
Cntd. Out of 125 respondents 70.4% finds easy in giving complaints.16% finds very easy in
complaining. 30% of respondents felt moderate towards response to the complaints, 29% felt good in
response to the complaints, 25% of respondents felt excellent in response to the complaints.

Cntd.. :
Cntd.. 34% of respondents felt poor, 26.4% of respondents felt moderate, 20.8% of respondents felt
good, 19.2% of respondents felt excellent, towards contact programs offered by Kun Hyundai. 47.2% of
respondents not satisfied with availability of service centers. 52.8% of respondents satisfied .

Slide 22:
62% of respondents felt that no action was taken based on their previous suggestions. From the chi-
square test it is proved that, customers of Kun Hyundai satisfaction are independent of model of car.

SUGGESTIONS :
SUGGESTIONS In an attempt to maintain good relations, customer contact program (ccp) to be
maintained more effectively. Kun Hyundai has increased its customers for the past one year, so it is
suggested to increase customer service centers in Hyderabad for customer convenience. Company is
suggested to accept and implement the feasible suggestions by customer. Employees are suggested to
respond to complaints quickly.

Chi-square test (independences of attributes) :
Chi-square test (independences of attributes)

Slide 25:
We setup Ho: Customer satisfaction is independent of model of car.

Slide 26:
X2 calculate value= 4.8376 Level of significance= 1% Degrees of freedom= (r-1)(c-1)= (2-1)(4-1)= 3 X2
critical value= 11.3 X2 Calculated value(4.8) < X2 table value(11.3) So, we accept Null Hypothesis (H0).
inference KUN HYUNDAI maintain same kind of relationship among owners of any car model.

Slide 27:
BY RAJESH KUMAR

Services provided by KUN HYUNDAI :
Services provided by KUN HYUNDAI Dedicated test drive vehicles of all models Attractive financial deals
with all nationalized and leading private sector banks Exchanging facility Genuine accessories and spare
parts availability Convenient workshop availability Car repair service Car care service Car equipment
sales Cleaning service

Cntd.. :
Cntd.. Pick up and drop facility for vehicle service Mobile workshop for door step service 24-hours
vehicle break down and emergency service(9246537791/92/93) Towing facility in case of break down or
accidents Indias leading HYUNDAI DRIVING SCHOOL to help you to drive with confidence. Online
service booking Open on Sunday also, i.e. 24*7