Customer relationship management about Hundai

CRM Practice of Laxmi Hyundai

Internship Report onA Study on Customer Relationship Management Practice of Laxmi HyundaiSubmitted By:

ANAND KARKI1RE12MBA64

Submitted To: VISVESVARAYA TECHNOLOGICAL UNIVERSITY, BELGAUM

In partial fulfillment of the requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

Under the guidance of

INTERNAL GUIDE EXTERNAL GUIDE

Prof. Manjunath V S Nirpesh Niroula Asst. Professor Asst. Marketing Manager Laxmi InterContinental Pvt Ltd.

Department of MBAReva Institute of Technology and ManagementRukmini Knowledge Park, Kattigenahalli,Yelahanka, Bengaluru-560064.

DECLARATIONI Anand karki, hereby declare that the Internship Report entitled A Study on Customer Relationship Management Practice of Laxmi Hyundai with reference to Laxmi InterContinental Pvt. Ltd, Kathmandu prepared by me under the guidance of Prof. Manjunath V S, faculty of MBA Department, Reva Institute of Technology and Management and external assistance by Nirpesh Niroula, Assistant Marketing Manager of Laxmi InterContinental Pvt. LtdI also declare that this Internship work is towards the partial fulfillment of the university regulations for the award of degree of Master of Business Administration by Visvesvaraya Technological University, Belgaum.I have undergone a summer project for a period of twelve weeks. I further declare that this project is based on the original study undertaken by me and has not been submitted for the award of any degree/diploma from any other University/Institution.

Signature of the StudentPlace: Bangalore. Student Name : Anand karkiDate: 07/07/2014 USN : 1RE12MBA64Acknowledgement

I would like to take this opportunity to thank everyone who has helped me throughout the internship.First and foremost, I would like to thank Dr. N. Ranapratap Reddy, Principal of Reva Institute of Technology and Management for providing me an opportunity to carry out the internship work. I have special acknowledgements for the supervising team at the Laxmi Hyundai and all the employees (service center and the showroom team) of the organization. I would also like to thank Mr. Jyoti Bhattarai (Marketing Manager) and Mr. Nirpesh Niroula (Asst. Marketing Manager) for providing me a guidelines and supervising me to carry out the works throughout my internship period.

Lastly, My special appreciation goes to Prof. Manjunath V.S for the support during preparation of this report, untiring effort of going through the draft reports and providing me with the valuable suggestions.

Thank you all

EXECUITIVE SUMMARY

This report is a part of graduate programs under VISVESVARAYA TECHNOLOGICAL UNIVERSITY, (VTU) that offers Management Programs. This is 12 week program designed to provide an opportunity for a meaningful career-related experience in real organizational settings before graduating. Among the various automobile companied, researcher opted for Laxmi Intercontinental P. Ltd. Laxmi Intercontinental P. Ltd started importing and selling Hyundai brands of vehicle in Nepal after the acquisition of distributorship in February 2009. . The project objective is to study Customer Relation Management of Laxmi Hyundai. The report contain brief introduction of Laxmi Hyundai .The Companys main aim was not only the sales of Hyundai vehicles but also to provide quality after sales service to its valued Hyundai Customers. In order to achieve this aim, it has opened showrooms and service centers across Nepal. This project clearly mentions the objective of study and the research methodology designed. Designed used in this project is exploratory and the source of information is both Primary and secondary data. The data collection method used is structured with the close end questionnaire.Sampling shall be done on the basis of simple random sampling method. Based upon the structured questionaries it will help in analyzing the obtained information or results which projected certain findings and recommendations.

The project reveals the one of the important finding that Customer relationship management is a business philosophy which provides a vision for the way the Laxmi Hyundai want to deal with the customer. To deliver that vision, Laxmi Hyundai needs a CRM Strategy which gives shape to marketing, customer service and data analysis activities. The major aim of the Laxmi Hyundai CRM strategy is to maximize the profitable relationship with customer by increasing the value of the relationship for the both the vendor and customer.

CHAPTER-1INTRODUCTION

1.1 INTRODUCTION ABOUT THE INTERNSHIPThis internship project is conducted for partial fulfillment of the Masters in Business administration degree awarded by VisvesvarayaTechnology University, Belgaum. The internship is assigned of three hundred marks for the evaluation. The internship in specialized field provides us with indepth understanding about the field, market exposure, and helps to identify the potential career opportunities. Internship project is good for students to understand real world implications of the sound academic knowledge gained in college. The internship has given us the real world exposure to the professional life and shown us the wider exploration of the career opportunities in management, information technology and information management.This internship as per the requirement of the MBA not only fulfills that very requirement but has also developed me personally by getting myself acquainted with how the automobile industry business regulates. This program has enhanced the skill and enthusiasm of the students as they get knowledge of the business environments and to learn different aspects of working mechanism that prevail in the organizations. Most of the subject learned during the MBA has been well implemented during this internship program. During this internship period I was introduced to the organizational structure and overall functioning of the organization. I was the trainee staff to organization; I conducted research on CRM and also learned a way to create more customer value & satisfaction.

1.2 CUSTOMER RELATIONSHIP MANAGEMENTThe changing business environment is characterized by economic liberalization, increasing competition, high consumer choice, demanding customer, more emphasis on quality and value of purchase etc.All these changes have made todays producer shift from traditional marketing to modern marketing. Modern marketing calls for more than developing a product, pricing it, promoting it and making it accessible to target customer. It demands building trust, a binding force and value added relationship with the customers.The process of developing a cooperative and collaborative relationship between the buyer and seller is called customer relationship management shortly called CRM. 1.3 NEED FOR THE STUDYThe biggest management challenge in the new millennium of liberalization and globalization for a business is to serve and maintain good relationship with the king the customer.In the past producers took their customers for granted, because at that time the customers were not demanding nor had alternative source of supply or suppliers. But today there is a radical transformation.The purpose of customer relation is not only for retaining the customers but also attracting new customers and increasing the sales and also creating and maintenance of brand awareness.It is a system for managing a companys interactions with current and futurecustomersusing technology to organize, automate andsynchronizesales,marketing,customer service, andtechnical support.Customer perceptions attitudes and views regarding the products and services, along with suggestions assume greater importance in the light of new entries and potential competitors, this study is an attempt that directs to facilitate the management in marketing their future decisions in promoting and creating a good image in the society.

reduced costs, because the right things are being done (i.e., effective and efficient operation) increased customer satisfaction, because they are getting exactly what they want (ie. meeting and exceeding expectations) growth in numbers of customers highlighting poor operational processes long term profitability and sustainability A satisfied customer in 10 years will bring 100 more customers to the company. It costs 7 time more to attract a new customer than to serve an old one. 20% of the companys loyal customers account for 80% of its revenues. (Paretos principle).

1.4 OBJECTIVES OF THE STUDYThe main objectives are to determine the current relationship management level of the customers with all aspects in regard to LAXMI HYUNDAI Ltd..Objectives in Detail:1. To know the grievances among the customers about products &services, if any. 2. To identify different customers needs in regard to a Hyundai motor cars services.3. To identify what type of promotional strategy is suitable for the company to reach the targeted customers.4. Help the company to retain the Existing Customers

1.5 SCOPE OF THE STUDY The scope of the study is to identify the customer relationship management levels towards "Laxmi Hyundai Limited". The study was conducted for a period of 8 weeks covering various places in Kathmandu. Primary data was collected from customers. Secondary data was collected from company manuals, magazines and websites and so on. The study gathers information about the customer's relation maintaining in various full range of Hyundai vehicles from EON (passenger car) to Santa Fe (SUV) level in regard to Quality of service, safety Tips, fuel saving tips, driving tips etc. Customer care service and other values added services provided by the company. It is aimed at enlightening the company about different steps to be taken up to increase the share of Hyundai motor company limited with regard other competitors and also to make the company to provide better customer services.

1.6 RESEARCH METHODOLOGY Project methodology is a way to systematically solve the research problem. It deals with the objective of a research study, the method of defining the research problem, the type of data collected, method used for data collecting and analyzing the data etc. The methodology includes collection of primary and secondary data. DATA COLLECTION:1) Primary data: The primary data will be collection through structured questions and also by directly interacting with the respondents. The questionnaire will be circulated to the customer personally.2) Secondary data: The source of secondary data includes: Books Magazine Companys report and website. InternetSo, to give a proper and formal approach to our research study I used the sampling technique. SAMPLING TECHNIQUEThe sampling technique that adapted to conduct the survey was Random Sampling and the area of the research was concentrated in the city of Kathmandu . The survey was conducted by interacting with Hyundai owners at Hyundai service center.Sample units:The sampling units for the study include the owner of the Hyundai cars.Sample size:The sample or the size included for conducting the study is50 customers of Hyundai.

The summary of the methodology are stated below.

AreasKathmandu

Source of informationPrimary and Secondary data

Data collected methodStructured Questionnaires

Types of question usedMultiple choice

TargetOwner of Hyundai vehicles

Sampling MethodRandom Sampling

Sample Size65 car users out of which 50 Hyundai car owners

1.7 LITERATURE REVIEW OF CUSTOMER MANAGEMENT RELATIONSHIPThe aim of Customer Relationship Management (CRM) is the, Total of the discounted life time values of all of the firms customers. Clearly, the more loyal the customers, the higher the customer equity, rust. Zenithal and lemon distinguish three drivers of customer equity, value equity and relationship equity. ArvindSaxena (2010) Director and Board member (marketing and sales), Hyundai Motor India (HMIL) No company in automobile sector can fight competition on price. Companies need to have the right product, distribution, CRM and after sales service network to grow.

Michael Cusumano, Steve Kahl and Fernaando Suarez (2008) in their research paper A theory of services in product industries, has concluded that in many product oriented industries, services have become increasingly important. In case of automobiles, many automakers generate the vast majority of their profits from a service activity closely tied to their product activity. The automobile industry overall generates a large portion of its profits from other product-related service activities such as insurance and repairs. The authors argued that despite the seeming importance of services, there is not much theory to help researchers or practitioners explain the 3 conditions under which services matter in product industries. The general view that emerges from the services literature is that services tend to become important for manufacturing firms once their industries reach a mature stage.

Steve Kahl and Fernaando Suarez (2008) in their research paper Product, Process, and Service: A New Industry Lifecycle Model, has concluded that Existing models of industry lifecycle evolution tend to focus on changes in the products and processes and largely overlook the dynamics of services, but increasingly, the revenues of many firms are becoming dominated by sales of services rather than products, or products sold with services to gain competitive differentiation in markets marked by increasing product commoditization.

Abhijeet Singh (2011) Tata Motors uses a customer relationship management and dealer management system (CRM-DMS) which integrates one of the largest applications in the automobile industry, linking more than 1200 dealers across India.CRM DOS has helped Tata Motors to improve its inventory management, tax calculation and pricing. This system has also proved to be beneficial to dealers because it has reduced their working capital costGordon Fullerton (2006), Putting relationship in CRM, that JEEP, a division of Daimler Chrysler Automobile Company, has served a classic example of CRM program that provides a considerable value to both the customers and the firm by developing a program exclusively for jeep owners and fostered a community that is highly effectively committed to the product, the brand and the customers.Kevin Keller (2012) Caterpillar has become a leading firm by maximizing the total customer value with the help of effective CRM, best after sales service in the industry and better trained dealer. This allows the firm to command a premium price of 10% to 20% higher than competitors such as Volvo, Komatsu etc.

1.8 LIMITATIONS OF THE STUDYThe study is subjected to the following limitations1. A portion of the responds contacted were no precise and genuine in giving their opinion. 2. If accidently they had badly, experience at one instance, they would work very poor. 3. To measure the exact level of customer relation the sample size was small. 4. Short time period was inadequate for conducting detailed study among the customers. 5. The study was restricted to Kathmandu only.

CHAPTER 2INDUSTRY AND COMPANYPROFILE

2.1 INTRODUCTION TO AUTOMOBILE INDUSTRY Automobile, self-propelled vehicle used primarily on public roads but adaptable to other surfaces. Automobiles changed the world during the 20th century, particularly in the United States and other industrialized nations. From the growth of suburbs to the development of elaborate road and highway systems, the so-called horseless carriage has forever altered the modern landscape. The manufacture, sale, and servicing of automobiles have become key elements of industrial economies. But along with greater mobility and job creation, the automobile has brought noise and air pollution and automobile accidents rank among the leading causes of death and injury throughout the world. But for better or worse, the 1900s can be called the Age of the Automobile and cars will no doubt continue to shape our culture and economy well into the 21st century. Automobiles are classified by size, style, number of doors, and intended use. The typical automobile, also called a car, auto, motorcar, and passenger car, has four wheels and can carry up to six people, including a driver. Larger vehicles designed to carry more passengers are called vans, minivans, omnibuses, or buses. Those used to carry cargo are called pickups or trucks, depending on their size and design. Minivans are van-style vehicles built on a passenger car frame that can usually carry up to eight passengers. Sport-utility vehicles, also known as SUVs, are more rugged than passenger cars and are designed for driving in mud or snow.In 2012 manufacturing plant in more than 25 countries produced 73.2 million passenger cars .The automobile is built around an origin various systems supply the origin with fuel, cool it daring operation, lubricate its moving parts and remove exhaust gases it creates. The origin produces mechanical power that is transmitted to the automobiles wheels through adverting which includes a transmission. One or more dive shafts, a differential gear and axles. Suspension system which includes sparing and shock absorbers, customs the ride and help protect the vehicle from being damaged by bumps heavy loads and other series. Wheel and tares support vehicles on the road way and when rotated by powered axles; propel the vehicle forward or backward Steering speed. An electrical system starts and operates the engine monitor and control many aspects of the vehicle operation and powers such components as head light and radios. Safety features such as bumpers air bugs and seat bells help protect occupants in an accident

2.1.1 HISTORY OF AUTOMOBILE INDUSTRYThe history of the automobile actually began about 4100 years ago when the first wheel was used to transportation in India. In the early 15th century Portuguese arrived in china and the interaction of the two cultures leaded to variety of new technologies including the creation of a wheel. By the 1600s small steam powered engine models had been developed but it was another century before a full sized engine powered vehicle was created. IN 1769 French Army Officer Captain Nicolas joseph Cugsnot built what has been called the first automobile cugnotsparel wheeler steam powered vehicle carried four people. Designed to move artillery pieces. It has a top speed of a title more than 3.2km/h and had a stop every 20 minutes to build up a fresh head of steam. As easily in 1801 successful but very heavy steam automobile type introduced in England laws barred them from public road and forced their owners to run them like train or private tracks their owners to run them like train or private tracks in 1802 a steam powered coach designed by British Engineer. Richard Trethvickjourned more than 160km from corn wall to London.Steam powered caught the attention of other vehicle builders. In 1804, American inventor Oliver Evans built a steam powered car in 1828. British inventor a valterHandcock build a series of steam carriages in the mid 1830s thus were used for the first omnibus service in London. By the mid 1800s England had an extensive network of coach line. Horse-drawn stagecoach companies and the new rail road companies pressured the British parliament to approve heavy its on steam-powered road vehicles. The tolls quickly drove a steam quickly drove a steam coach operators out of business.During the early 20th century steam cars were popular in the United states. Most famous was the Stanley steamer, built by American Twin brothers Freelan and Francis Stanley. A Stanley steamer established a world land speed record in 1906 of 205.44 km /h. Manufactures produced about 125 models of steam powered automobiles, including the Stanley until 1932.The first successful self-propelled road vehicle was a steam automobile invented in 1770 by the French engineer Nicolas Joseph Cugsnot.2.2 INTRODUCTION of Hyundai Motor CompanyTheHyundai Motor Companyis aSouth Koreanmultinationalautomaker headquartered inSeoul, South Korea. The company was founded in 1967 and along with its 32.8% owned subsidiary,Kia Motors, together comprise theHyundai Motor Group, which is the world's fifth largest automaker based on annual vehicle sales in 2012. In 2008, Hyundai Motor (without Kia) was ranked as the eighth largest automaker. As of 2010, the Company sold over 3.6million vehicles worldwide. Hyundai operates the world's largest integrated automobile manufacturing facilityinUlsan,South Korea, which has an annual production capacity of 1.6million units. The company employs about 75,000 people worldwide. Hyundai vehicles are sold in 193 countries through some 6,000dealerships andshowrooms.Some Basic Highlights of Hyundai Motors:

Native name

TypePublic

Traded asKRX:005380LSE:HYUD

IndustryAutomotive

FoundedDecember29,1967

Founder(s)Chung Ju-yung

HeadquartersSeoul,South Korea

Area servedWorldwide

Key peopleChung Mong-koo(Chairman& CEO)

ProductsAutomobiles,commercial vehicles,engines

Production output2,943,529 units (2012)

RevenueUS$84 billion(2012)

Net incomeUS$ 9 billion(2012)

Total assetsUS$ 109 billion (2012)

Total equityUS$ 43 billion(2012)

Employees75,000 (2012)

Websiteworldwide.hyundai.com

2.2.1 VISION:Our Team provides value for your future2.2.2 MISSION: To create exceptional automotive value for our customers by harmoniously blending safety, quality and efficiency. With our diverse team, we will provide responsible stewardship to our community and environment while achieving stability and security now and for future generations.

2.2.3 HYUNDAIS BRAND SLOGAN: NEW THINKING - NEW POSSIBILITIESA brand slogan embodies the essence of a brand, from its philosophy to its vision and identity. Hyundais brand slogan -- NEW THINKING. NEW POSSIBILITIES. reflects the will of Hyundai Motor Company to create new possibilities to benefit the world and its people by encouraging and developing new thinking. All members of Hyundai have the brand slogan deeply engraved in their hearts as they move forward in their effort to provide new values and experiences desired by todays customers through innovative ways that are unique to the brand, driven by new thinking about customers and cars.

2.2.4 QUALITY POLICY Top priority to customer satisfactionThe Company will provide only those products meeting relevant customer requirements & international standards and accordingly satisfy every customer. Continuous improvementThe Company will make continuous quality improvements through unceasing R&D efforts & new technologies and accordingly minimize the quality cost. Quality mindThe company will encourage each employees quality and accordingly accomplish the error-free quality. Quality mind creationThe company will create such premium quality value that can lead the global automatic transmission market.2.2.5 AREA OF OPERATION

Hyundai is striving for that next level to become Global No.1 Automobile Company through practicing Industry Leadership and through implementing its strategy to expand its global coverage.The company is dedicated to enabling everyone around the world to use Hyundai, worldsnumber one map solution technology. Its expertise is the basis for its strategy of growth alongside the Hyundai Motor Group and, indeed, its global network as a whole, through working with national and international hardware/IT/Contents/Service providers.Regional operationTotal coverage countries

Europe30

Middle East16

Asia38

Africa38

North America3

Central and south America41

HYUNDAI FAMILY2.2.6 PRODUCTS OF THE HYUNDAI FAMILY

Passenger carSUV

SANTROI10I20SANTA FETUCSON

veloster

EONaccentA. CARS1. SANTROThe new Santro Xing sports stunning design changes which include refreshing exteriors and new look luxurious interiors. The new front radiator grille, the full wheel cover and the rear spoiler makes the new Santro Xing aesthetically more appealing and sporty. With metallic touches at multiple locations and plush new two tone beige and brown color scheme, the new Santro Xing adds elegance and style to the existing great looks.Hyundai Santro was adjudged Most Dependable compact Car by JD Power Asia Pacific 2008. Santro bagged the number one position in the compact car segment in the Vehicle Dependability Study (VDS) conducted by JD Power Asia Pacific 2008.Overall length (mm) 3565

Overall weight (mm)1525

Overall height(mm)1590

Overall wheelbase(mm)2380

Gross vehicle weight (kg)1300

Fuel tank capacity(l)35

Min. turning Radius(m)4.4

Seating capacity 5 person

Displacement 1086 cc

Manual 5 speed forward with overdrive in 4th& 5th

Automatic Electronically controlled 4 speed forward with overdrive in 4th

2. i10A world of perfection awaits you - The world of the all new Next Gen i10. From the cutting edge VTVT technology behind the engine to the fluid from of its new sleek design and stylish interiors, the new i10 is clearly more than just a car. It's a testament to perfection. The aggressive, modern & sleek exteriors, new 2-tone beige and light brown interiors with blue illumination and chrome accents premium feel and make it a car like no otherOverall length (mm) 3585




Ground clearance165


Max. power (ps/rpm) 69/5,500

Max torque(kgm/rpm) 10.1/4,500


Front brake Ventilated Disc

Rear brakedrum

3. I20 Overall length (mm) 3395





Mileage 4.4

Max. power (ps/rpm) 84/600



Front brake Disc

Rear brakedrum

Steel wheelEra,Magna

Alloy wheel Sportz,asta,

The luxury hatch is hotter than ever in its new avatar with Uber Features, Uber Style and Uber Power. The all new i-Gen i20 is your ticket to the Uber Life with attention to detail that makes it not just a style statement but also a lifestyle statement.

4. AccentThe shape is fresh and modern, but the name is one that the customer knowsand can trust. This is Hyundai Accent, the latest generation of Hyundai's subcompact family car. It has all the time-honored qualities you have come to expect of a Hyundai - reliability and durability, innovation and practicality, safety and economy - clothed in an eyecatching new profile. Accent, where pedigree is allied to progress. Hyundai Accent has been designed keeping in mind the customer expectations from a true luxury sedan. With its smooth blend of design, a wide and bold grille in chrome, bonnet with character lines gives you a true luxury feel.

Overall length (mm) 4280




Fuel tank capacity(l)45.05

Displacement 1399 cc

Turning radius(m)5.1



Manual 5 speed forward

Automatic 4 speed forward

Front brake Disc9verfilated with floating caliper and pad wear sensor)

Rear brakeDrum type (CBS)

B. SUV 1. SANTA FEOverall length (mm) 4690




Ground clearance220


Displacement 2199

Turning radius(m)5.1


Max torque(kgm./rpm) 43/1800-2500

Manual 6 speed forward

Front brake Disc9verfilated with floating caliper and pad wear sensor)

Rear brakeSolid disc

Drive train (2wd)/MANUAL 169 R 2.2 VGT

Drive train (4wd)/MANUAL174 R2.2 VGT

Time and opportunities are given to everyone. The difference in happiness comes from whether we "seize" or "miss" the values, both big and small, that every moment of our everyday lives has to offer. Storm edge the concept behind the design of the Santa fe, which captured the powerful yet fragile moment of nature in motion during the rise and fall of a storm. It seems to be telling us that the brilliant moments that we should not miss are, in fact, right before our eyes.2. TucsonThe company dream was to find the automotive equivalent of this incomparable feeling. To give substance to fluidity. To engage the senses and translate the many shades of urban life into the most natural, intuitive vehicle there is. Its a dream thats finally taken shape.

Overall length (mm) 4410




Ground clearance220


Type Petroldiesel

Seating capacity5 including driver5including driver

Max. power (ps/rpm) 166/5,500177/4000

Max torque(kgm/rpm) 20.146/4,00039/1800-2500

Manual 5 speed forward6 speed

Front brake Ventilated disc

Rear brakeSolid disc

2.3 Introduction of Laxmi Hyundai NepalLaxmi Intercontinental Pvt. Ltd. is a sole importer and distributor of Hyundai Vehicles for Nepal. It deals with a full range of Hyundai vehicles from Santro (passenger car) to Santa Fe (SUV). Laxmi Intercontinental Pvt. Ltd. started importing and selling Hyundai brands of vehicle in Nepal after the acquisition of distributorship in February 2009. The company's main aim was not only the sales of Hyundai vehicles but also to provide quality after sales service to its valued Hyundai Customers. In order to achieve this aim, Laxmi Hyundai Company has opened its showrooms and service centers across Nepal.Laxmi Hyundai is continuously working towards providing its existing as well as prospective customers with quality service whether it is sales or after sales services. It has established showrooms in the heart of Kathmandu valley following Hyundai standard guidelines where customer would feel a difference with the different kinds of buying experience. Sales staff appointed in the showroom is friendly, well informed about Hyundai vehicles and very passionate about their work. They make sure that customers feel comfortable and satisfied.The Company's showrooms have been opened in different strategic locations of the kingdom (Kathmandu) with the intention of providing customers an improved service in terms of quality, space and ambience. In these showrooms, customers feel a pleasurable buying-experience.Similarly, the Company's after sales service and parts facilities follows the Hyundai's Global Auto Servicing offering the full range of after sales service facilities through its high tech equipments and well trained and fully motivated technicians.Company ProfileName of OrganizationLaxmi Hyundai

Year of Establishment2009

Nature of businessSole distributor of Hyundai

Number of Employees150 people

Turnover227 million

AddressThapathali, Kathmandu, Nepal

Executive DirectorAnjanShrestha

General ManagerNirakarShrestha

Area of MarketingJoytiBhattarai

2.4 DEALERS NETWORK OF LAXMI HYUNDAI In order to capitalize the growing automobile market outside the Kathmandu valley, it has also established sub-dealers at various locations of the country. Table below presents the locations of the sub-dealers of Laxmi Hyundai Company throughout the country:S.N.Dealers/Sub-Dealers LocationsDevelopment Region

1.DhangadiFar-western Development Region

2.DangMid-western Development Region

3.Nepalgunj

4.ButwalWestern Development Region

5.Pokhara

6.Bhairahawa

7.Narayangadh

Central Development Region

8.Kathmandu

9.Banepa

10.Birgunj

11.DamakEastern Development Region

12.Birtamod

The table above shows that the Laxmi Hyundai Company has covered all the five development regions of the country and they have dealers/sub-dealers in all strategic market locations of the country. Majorities of the sub-dealers locations are in Central region (4 nos) followed by Western region (3 nos), Eastern region (2 nos), and one each in Mid and Far western regions.

Figure 2.1: Dealers Network in Nepal2.5 KEY FUNCTIONS OF LAXMI HYUNDAIThe following are the major key functions of the company: Importing of Hyundai Vehicles from Korea and India Distributing those vehicles throughout the country Nepal through dealers Providing customers quality of services Company's showrooms have been opened with the intention of providing customers improved services in terms of timeliness, quality, space and ambience Helping them in getting loans from Bank Providing quality of information in terms of vehicle whenever needed

Figure 2.2: Laxmi Hyundai Showroom

Figure 2.3: Waiting room at Laxmi Hyundai Nepal

Figure 2.4: Major Vehicles (models/brand) deal by Laxmi Hyundai Nepal2.6 COMPETITORS INFORMATIONThere are a numbers of dealers/importers dealing with different brands of vehicles in Nepal. They import these vehicles mainly from India and other countries such as Japan, Korea and Check Republic; however, majorities of the vehicles are imported from India. The major dealers/importers of different vehicle brands in Nepal are as follows:

Sipradi Trading Private Ltd (STPL) has been the exclusive distributor of Tata Motors Ltd in Nepal since 1982. STPL is an ISO 9001:2008 certified company. STPL sells and services the full range of Tata Motors commercial and passenger vehicles. The company has the largest sales and service distribution network throughout Nepal with 9 sales offices and 5 regional service centres. HansrajHulaschand and Company (HH Company), the authorized distributor of Daihatsu motors for Nepal, has been selling Daihatsu cars in Nepal for years. They directly import the motors from Japan.Sayakar Ltd imports HONDA vehicles from JapanContinental Trading Enterprises has been under operation for over two decades delivering the best in class brands KIA vehicles and unbridled service to Nepal from Korea.Chaudhary Group (CG) Company imports and deals MARUTI SUZUKIvehicles from IndiaMAW Enterprises Pvt. Ltd. imports and deals Skoda vehicles from India and Check Republic

Pooja International Pvt. Ltd. imports and deals Volkswagen vehicles from India

AgniIncorporatedPvt. Ltd imports and deals Mahindra vehicles from India

Golcha Group imports and deals Ford vehicles from India

Batas Group imports and deals Fiat vehicles from India

Laxmi Intercontinental Pvt. Ltd deals HYUNDAI vehicles imported from Korea and IndiaCompany/DealerVehicles Brand ImportedImported from

Laxmi intercontinentalHYUNDAIKorea and India

Continental Trading EnterprisesKIAKorea

Chaudhary Group CompanyMARUTI SUZUKIIndia

Kumara Auto CentreMITSUBISHIJapan

Sayakar Ltd.HONDAJapan

HansrajHulaschand and CompanyDAIHATSUJapan

United Traders SyndicateTOYOTAJapan

Sipradi Trading Pvt. Ltd.TATA MotorsIndia

MAW Enterprises Pvt. LtdSkodaIndia and Check Republic

Pooja International Pvt. Ltd.VolkswagenIndia

Agni Incorporated Pvt. LtdMahindraIndia

Golcha GroupFordIndia

Batas GroupFiatIndia

Source: Collected from respective websites of dealersMajor importers/dealers of different vehicle brands in Nepal.2.7 SWOT ANALYSIS OF THE COMPANYSWOT analysis of the Laxmi Hyundai Company identifies and analyses the main internal and external factors that will influence the future direction and success of the organization and its business. It comprises of strengths and weaknesses which are the internal factors and opportunities and threats which are the external factors that affects the organization. Such analysis helps managers in strategic planning. SWOT analysis of Laxmi Hyundai Company is as follow:STRENGTHOPPORTUNITIES

Managed by expertsMany Branches and dealersCompetent Human ResourceWell defined policies, rules and regulationsBetter service/customer satisfactionProfound goodwill and customers trustInternational AffiliationGood reputation and trust among the customers and dealersIncreased customer basedecline in bank interest rates on auto loansalong with easy financing servicesRapid road widening and extension

WEAKNESSTHREAT

-Centralized decision makingSubjective employee Appraisal SystemLack of stable governmentNo clear government rules and regulationsHeavy custom duties and taxes on vehicles importheightened competition in the sector

2.8 FUTURE GROWTH AND PROSPECTSThe company has the opportunity of becoming the largest company in Nepal by establishing large number of show rooms in rural and urban areas. Providing good service facility to the customers. Introducing new technology adopted for four wheelers .Opening large service branches. Introducing high mileage giving cars and less cost. Adopting international standards in its services and understanding global requirements.Hyundai gains are coming from the small utility segment. Nationally, utilities are expected to grow at almost twice the rate of the overall industry during the next five years.Market share of Hyundai in Nepal is growing at a faster rate than any of its competitors at present and will lead to a number one automobile importer company in near future.

CHAPTER: 3THEORETICAL BACKGROUND OF THE STUDY

3.1 CUSTOMER RELATIONSHIP MANGEMENTAccording to Ashokadutt head of Citi Bank the idea of CRM is to know the individual customer intimately, so that the company has a customized product ready for him even before he asks for it.Many companies are intent on developing stronger bonds with their customers-called Customer Relationship Management (CRM). This is the process of managing detailed information about individual customer and carefully managing all the customers touch points with the aim of maximizing customer loyalty.We can now see the importance of just finding customers, but of keeping and growing them as well. Relationship marketing is oriented toward long term. Todays smart companies not only want to create customers, they want to own them for life. The aim of Customer Relationship Management (CRM) is to produce high customer equity is the total of the discounted lifetime values of all of the firms customer equity, rust; Zenithal and Lemon distinguish three drivers of customer equity; value equity, and relationship equity.Customer relationship management(CRM) is a system for managing a companys interactions with current and futurecustomers. It involves using technology to organize, automate and synchronizesales,marketing,customer service, andtechnical support3.2 TYPESMarketing and Customer ServiceCRM systems track and measure marketing campaigns over multiple networks. These systems can track customer analysis by customer clicks and sales. Places where CRM is used include call centers, heavily used in social media, direct mail, data storage files, banks, and customer data queries.CRM in customer contact centersCRM systems are customer relationship management platforms. It is a platform for progressing the payments and other related query management. Their goal is to track, record, store in databases, and then data mine the information in a way that increases customer relations The CRM codifies the interactions between you and your customers, So that you can maximize sales and profits using analytics, to give the users as much information on where to focus your marketing, customer service to maximize revenue, and decrease idle and unproductive contact with your customers. The CRM software is installed in the contact centers, and help direct customers to the right agent or self-empowered knowledge.CRM software can also be used to identify and reward loyal customers over a period of time.CRM in B2B marketThe modern environment requires one business to interact with another via the web. According to a Sweeney Group definition, CRM is all the tools, technologies and procedures to manage, improve, or facilitate sales, support and related interactions with customers, prospects, and business partners throughout the enterprise.It assumes that CRM is involved in everyB2BtransactionDespite the general notion that CRM systems were created for the customer-centric businesses, they can also be applied to B2B environments to streamline and improve customer management conditions.B2Cand B2B CRM systems are not created equally and different CRM software applies to B2B and B2C conditions. B2B relationships usually have longer maturity times than B2C relationships. For the best level of CRM operation in a B2B environment, the software must be personalizedand delivered at individual levels.3.3 FOUR CS OF CUSTOMER RELATIONSHIP MANAGEMENTCorrelate:A series of transaction and interaction that make up a dialogue between customer\channel\end user and organization.Combine:The mapping and management interaction points between a customer\channel\end user and organization. Cognize:The insight gained through capture and analysis of detailed information it to create continuous learning from the data ware house and knowledge base that is created, integrated and analyzed. Connect:The application of insight to create relevant interaction or communication with consumers, customers, channels, suppliers and partners that build value relationship.CRM, H. Peer Mahmed, A. Sagadevan

3.4 CUSTOMER RELATIONSHIP MANAGEMENT CYCLE

UNDERSTAND AND DIFFERENTIATEWe cannot have a relationship with customers unless we understand them what they value, what types of service are important to them, how and when they like to interact, and what they want to buy. True understanding is based on a combination of detailed analysis and interaction. Several activities are important: Profiling to understand demographics, purchase patterns and channel preference. Segmentation to identify logical unique groups of customers that tend to look alike and behave in a similar fashion. While the promise of "one-to-one" marketing sounds good, we have not seen many organizations that have mastered the art of treating each customer uniquely. Identification of actionable segments is a practical place to start. Primary research to capture needs and attitudes. Customer valuation to understand profitability, as well as lifetime value or long-term potential. Value may also be based on the customer's ability or inclination to refer other profitable customers.Analysis and research alone, however, are insufficient. To create and foster a relationship, we have to act on what we learn about customers. Customers need to see that we are differentiating our service and communications based both on what we've learned independently and on what they've told us.At the same time, differentiation should be based on the value customers are expected to deliver.DEVELOP AND CUSTOMIZEIn the product-oriented world of yesterday, companies developed products and services and expected customers to buy them. In a customer-focused world, product and channel development have to follow the customer's lead. Organizations are increasingly developing products and services, and even new channels, based on customer needs and service expectations.Most organizations today are not able to cost-effectively customize products for individual customers. However, products, services, channels and media can be customized based on the needs of quantitative customer segments. The extent of customization should be based on the potential value delivered by the customer segment.Interact and DeliverInteraction is also a critical component of a successful CRM initiative. It is important to remember that interaction doesn't just occur through marketing and sales channels and media; customers interact in many different ways with many different areas of the organization including distribution and shipping, customer service and online.To foster relationships, organizations need to insure that: All areas of the organization have easy access to relevant, actionable customer information. All areas are trained how to use customer information to tailor interactions based on both customer needs and potential customer value.With access to information and appropriate training, organizations will be prepared to steadily increase the value they deliver to customers. Delivering value is a cornerstone of the relationship. And remember, value is not just based on the price of the product or the discounts offered. In fact, customer perceptions of value are based on a number of factors including the quality of products and services, convenience, speed, ease of use, responsiveness and service excellence.Acquire and RetainThe more we learn about customers, the easier it is to pinpoint those that are producing the greatest value for the organization. Those are the customers and customer segments that we want to clone in our prospecting and acquisition efforts. And, because we continue to learn about what is valuable to each segment, we'll be much more likely to score a "win" with the right channel, right media, right product, right offer, right timing and most relevant message.Successful customer retention basically involves getting it "right" on an ongoing basis.Successful customer retention is based very simply on the organization's ability to constantly deliver on three principles: Maintain interaction; never stop listening. Continue to deliver on the customer's definition of value. Remember that customers change as they move through differing life stages; be alert for the changes and be prepared to modify the service and value proposition as they change.And so the cycle continues. As you move from one stage to the next, you gain insight and understanding that enhances your subsequent efforts. Your development initiatives simultaneously become increasingly sophisticated as does your implementation of CRM processes.

CHAPTER 4DATA ANALYSIS &INTERPRETATION

Table 4.1: Table showing the number of people who possessed a car.Possessing a carIn numbersIn percentage

Yes5077

No1523

Total65100

Analysis: Out of the 65 respondents 50 of them possessed a car and the rest of 15 didnt possess a car.Chart 4.1:Table showing the number of people who possessed a car.

Interpretation: Majority of the respondent i.e. 77% of them were the owner of the car.

Table 4.2: Table showing the Source of Awareness.AwarenessIn numbersIn percentage

Newspaper/magazines3260

Social Media038

Friends1118

Websites0210

Other014

Total50100

Analysis: From the above table, 60% said that they became awareness through the Newspaper/magazine advertisement , 18% said that they came to know about the Laxmi Hyundai through friends and relatives ,8% said through social media , 10% said it is website and only 4% specified as others.Chart 4.2: Chart showing the Source of Awareness

Interpretation: Majority of the respondent i.e. 60% found that the newspaper and magazine advertisement has played a major role in creating awareness among the people.

Table 4.3:Table showing how respondent find the Ambience of the showroom.AmbienceIn numbersIn percentage

Excellent2550

Good1530

Satisfactory0816

Poor0204

Very poor00

Total50100

Analysis:50 % of respondent opting that the ambience of the showroom is excellent, 30% of them found it good.16 % of them stated it to be satisfactory and very less 4% stated it is verypoor.Chart 4.3: Chart showing how respondent find the Ambience of this showroom.

Interpretation: Majority of the respondents stated that the ambience of the showroom is "excellent" as stated by 50% of the customers which is a good indicator for the showroom.

Table 4.4: Table showing the staff responsiveness towards the customer at showroom.

Staff responseIn numbersIn percentage

Very Cooperative0918

Cooperative1122

Responsive2856

Non-cooperative024

Highly non-Cooperative0000

Total50100

Analysis: The above table shows that, most of the customer i.e.18 % of them found the show room staff to be very cooperative ,22% stated asco-operative, a major percentage i.e. 56% of them felt the staff is responsive than cooperative (respond only when asked, without having any personal initiation),4% of them rated the staff to be non-cooperative and none of them rated as highly non-cooperative.Chart 4.4: Chart showing the staff responsiveness towards the customer at showroom.

Interpretation: Majority of staff response is found to be "Responsive" rather than co-operative. It seems Staff doesn't respond until asked for which may lead to negative impact on the perception of the customers about this showroom.

Table 4.5: Table showing the Time taken by receptionist in attending a customer call.

Time TakenIn numbersIn percentage

Very quick48

Quick0817

Reasonable3163

Delayed0408

Very much Delayed0204

Total50100

Analysis: According to above table it shows that the 8% of the respondent stated it as very quick,17% of respondent stated it as quick, time taken is reasonable as stated by 63% of the respondent 8% of them found it to be delayed, 4% said it is very much delayed . Chart 4.5: Table showing the Time taken by receptionist in attending a customer call

Interpretation: Time taken to provide the services required by the customers is considered as "reasonable" by the most of the respondent (i.e. 63%).

Table 4.6: Table showing the Sales executive role in explanation the features of car to customer.ExplanationIN NUMBERSIN PERCENTAGE

Convincing1224

Satisfactory1836

Unless asked2040

Total50100

Analysis: Out of the 50 respondent , 24% of them felt the explanation to be convincing,36% felt it as satisfactory and major percentage 40% felt it to be non-convincing . Chart 4.6: Chart showing the Sales executive role in explaining the features of car to customer

Interpretation: Majority of the respondent i.e. 40% found the sales executive dont explain the entire feature unless asked by the customer.

Table 4.7: Table showing the respondent opinion about the process involved in providing financial facilities.Processing procedureIN NUMBERSIN PERCENTAGE

Very simple0000

Simple012

Moderate612

Complex918

Very Complex3468

Total50100

Analysis: According to the above table 68% of the respondent stated that process involved for financial facilities are very complex,18% stated it to be complex ,12% to be moderate and Only 2% of them stated it to be simple.Chart 4.7: Chart showing the respondent opinion about the process involved in providing financial facilities.

Interpretation: Majority of the respondent i.e. 68% considered the process to be very complex. . They didnt find it to be very convenient and simple.

Table 4.8: Table showing availability of Color variants for customer in the showroom.Availability of colorsIn numbersIn percentage

Wide0612

Limited3366

Very few1122

Total50100

Analysis: From the above table it can be understood that limited range of colors is available in this showroom as stated by 66% of the respondent, 12% stated that this showroom contains wide colors and 22% stated very few range of color.

Chart 4.8: Chart showing availability of Color variants for customer in the showroom.

Interpretation: Majority of the respondent i.e.66% stated that the availability of varied colors in this showroom seems to be limited .It shows that customer is given a limited choice in matter of color of the car.

Table 4.9: Table showing respondent likelinessin suggesting to other friends & relatives.Suggesting to friendsIn numbersIn percentage

Yes3876

No1224

Total50100

Analysis: According to above table it shows that, 76% of the customers are very likely to suggest this showroom to their friends / relatives. The 24% of the customers are reluctant to suggest these showrooms to friends/relatives.Chart 4.9: Chartshowing respondent likeliness in suggesting to other friends & relatives.

Interpretation: Majority of the respondents i.e. 76% are ready to suggest the car to other. It is an indication of high satisfaction level andcustomers are happy with the service provided by the showroom.

Table 4.10: Table showing the reason for suggesting the showroom to others.ReasonsIn numbersIn percentage

Quick Service1224

Timely Response918

Friendly Atmosphere714

Trust Worthiness1938

Infrastructure036

Total50100

Analysis: 38% of the respondents stated the reasons of trust worthiness,24% of the respondents stated quick service , 18% respondent stated Timely response, 14% state friendly atmosphere and only 6% for infrastructure,Chart 4.10: Chart showing the reason for suggesting the showroom to others.

Interpretation: Majority of the respondent i.e. 38% considered the trust worthiness to be the reason for suggesting the showroom to other.

Table 4.11: Table showing the customer opinion about the equipments efficiency in the showroom for the purpose of maintenance of the cars.Ability of showroomIn numbersIn percentage

Excellent1938

Good0612

Satisfactory1428

Poor0714

Very poor048

Total50100

Analysis: 38% of the respondent rated it as excellent as compared to other showroom another majority of respondents i.e. 28% of them stated it as satisfactory. 14% of the respondent said it is poor. 12 % stated as good and only 8% stated very poor.Chart 4.11: Chart showing the customer opinion about the equipment presence in the showroom for the purpose of maintenance of the cars.

Interpretation: Out of 50 customers, Majority of customer stated thatthe showroom has excellent equipment in maintaining the cars.

Table 4.12: Table showing any inconvenience felt by customer after leaving their car for service. Inconvenience feltIn numbersIn percentage

Never3366

Sometimes1834

Always00

Total50100

Analysis: 66% of the respondent have never felt any inconvenience, whereas 34% have felt sometime and none of them have felt always.Chart 4.12: Chart showing any inconvenience felt by customer after leaving their car for service.

.

Interpretation: As majority of 66% of respondent had positive attitude towards the customer service of Laxmi Hyundai.

Table 4.13: Table showing whether the customer had raised any complaints against the problem faced by him/her to the management.

Complaint RaisedIn numbersIn percentage

Yes1630

No3470

Total50100

Analysis: As 30% respondent say that they have raised some issue where as 70% of the respondent says that they havent raised any issue till date.Chart 4.13: Chart showing whether the customer had raised any complaint against the problem faced by him/her to the management.

Interpretation: As majority of respondent i.e. 70% had replied that they never had to approach the management for any problems.

Table 4.14: Table showing reasons for complaining.Issue RaisedIn numbersIn percentage

Wrong communication by salesman637

Actual bill exceeding the estimated bill425

Fall in performance of the car after service213

Delay in handling over the vehicles319

Infrastructure16

Total16100

Analysis : As 37% respondent replied that the issue/problem faced by them was the wrong communication by the salesman, whereas 25% of respondent replied that their actual bill exceeded the estimated bill,13% replied fall in performance of the car after service,19% stated delay in handling over the vehicles and 6% had issue on infrastructure.Chart 4.14: Chart showing reasons for complaining.

Interpretation: As majority 37% respondent had problem on wrong communication by sales man.

Table 4.15: Table showing whether the problem was cleared by the management or not.Complaint solvedIn numbersIn percentage

Yes1381

No319

Total16100

Analysis:Maximum percentage of respondent i.e. 81% replied that there problem were solved by the management ,whereasthe rest 19% stated that their problem were not taken care by the management.Chart 4.15: Chart showing whether the problem was cleared by the management or not.

Interpretation: As majority of respondent (81%) were satisfied with the management, as their problem were taken good care by the Laxmi Hyundai management.

Table 4.16: Table showing duration to solve the issue by the management.Duration to solve the issueIn numbersIn percentage

Within few hours646

Within 1 day323

With 1 week215

More than 1 week18

More than 2 week18

Total13100

Analysis :As 46% respondent replied that their issue were solved with in few hours by the management but rest 23% replied within 1 day,15% replied with in 1 week,8% replied more than 1 week and 8 % more than 2 week for their problem to be solved by the management.Charts 4.16: : Table showing duration to solve the issue by the management.

Interpretation: As majority 46% respondent had positive response for their issue which was send to the management. As their complaints where replied with in 1 hour after their complaint being registered. This was due to good CRM techniques used by Laxmi Hyundai to face and handle complaints.

Table 4.17: Table showing how the customers rate the service after sale.After sales serviceIn numbersIn percentage

Excellent36

Good1020

Satisfactory2958

Poor0510

Very Poor036

Total100100

Analysis: 58% of the respondents stated the after sales service to be satisfactory. This shows that the after sales service in not such effective as stated by the respondents, 20% of the respondents said that was good, only 6% as excellent and almost 6% found it to be poor and very poor.Chart 4.17: Chart showing how the customer rates the service after sale.

Interpretation :The "after sales service" is stated by most i.e. 58% as "satisfactory" and a very few stated it as "excellent" and "good".

Table 4.18: Table showing regarding overall all experience of the customer with this showroom.Overall experienceIn numbersIn percentage

Excellent1734

Good1020

Satisfactory1326

poor714

Very poor36

Total50100

Analysis: Out of the respondents, 34% have stated their experience as excellent, 20% as good, 26% as satisfactory. 14% have stated it as poor and only 6% stated it asvery poor. This shows that on the whole customers are just satisfied with the services offered at this showroom.Chart 4.13: Chart showing regarding overall all experience of the customer with this showroom.

Interpretation: The overall experience of the customer is found to be "excellent" as state by 34% of the respondents.

CHAPTER: 5FINDINGS, SUGGESTIONS&CONCLUSION

FINDINGSFrom the responses of 50 customers the findings can be listed as: 1. It has been found that the newspaper and magazine are the major source of awareness about the dealer.2. The ambience of the showroomis "excellent" as stated by most of the customers. This is a good indicator for the showroom.3. The staff response is found to be "Responsive" rather than co-operative. It seems "Staff" doesn't respond until asked for. This may lead negative impact on the perception of the customers about this showroom. 4. Time taken to attend the customercall is considered as "reasonable" by the most of the respondent. 5. It seems most of the customers found the "sales executive explanation" just "Satisfactory" than "Convincing". Few (20 out of 50) even stated that sales executives don't explain all the features unless asked. 6. The process involved in providing financial facilities is considered as (68% of respondents) as very complex & time consuming. They don't find it very convenient. 7. As most of the customer states that the after sales service" provided by the showroom is just satisfactory" therefore the company needs to be consider this issue seriously in order to satisfy more customer in near future.8. The availability of varied colors in this showroom seems to be very limited as stated by most of respondents. It shows that customer is given a limited choice in matter of color of the car. 9. As much as 76% of respondent have stated that they are very likely to suggest this showroom to their friends\relatives. . It is an indication of high satisfaction level and customers are happy with the service provided by the showroom.10. As most of the respondent i.e. 38% considered the trust worthiness to be the reason for suggesting the showroom to other.11. Most of respondent stated that the equipment used for the maintaining the vehicles was excellent.12. As most of the respondent had replied that they had never felt any inconvenience after leaving their car for service. It shows that Laxmi Hyundai has built the trust in the mind of the customer.13. The number of respondent responded that they had never come across any complaints or issued to be raised against the Laxmi Hyundai. This shows that Laxmi Hyundai was providing better CRM.14. Out of 16 respondent only 6 had an issue of complaint regarding the wrong communication by sales man so Laxmi Hyundai should provide proper training to the sales person.15. Most of the respondents were satisfied with the management, as their problem was taken good care by the Laxmi Hyundai management.16. Majority of the respondent had positive response for their issue which was send to the management. As their complaints were resolvedwithin 1 hour after their complaint being registered. This was due to good CRM techniques used by Laxmi Hyundai to face and handle complaints.17. Majority of the customer stated that their overall experience towards the showroom was found to be "excellent.

RECOMMENDATIONSAn attempt has been made to suggest to the CRM department of the showroom a few measures. These recommendations have been made within the preview of the data available. 1. The staff should be trained on regular basis, such that customers find them very co-operative. 2. The time taken in attending the customer call needs to be minimum.Effective and less time consumptions are the important factors, which determine customer relationship management. 3. The sales executive should be trained adequately so as to "Convince" the potential buyers, because his performance on job has great impact on CRM. 4. The process involved in providing financial facilities needs to be made simple as much of the respondents stated it to be complex and time consuming. 5. After sales service should be more customized. A toll free facility should be introduced which help the customer to define their problem. If possible a mobile unit can be maintained so that customer need not have to bring car to the showroom in case of any problems. 6. These days most of the people wish to have some graphics over their cars. This may be a mix of color shades, some additional components etc. Showrooms may try to provide these kinds of customized solutions not requiring the customer to go at some other place. 7. Most people who buy cars wish to have fancy numbers. They spend considerable amounts to get these fancy numbers. Showrooms may work in this aspect and get into agreement with the registration office to provide these fancy numbers without taking exorbitant charge. 8. More EMI schemes can be introduced as customers find it more convenient in paying a EMI. 9. A call to the customers as per the schedule of service to know the working of car so that prompt service can be provided in case of need. 10. Extra offer to customer on referring to his friends/relatives.11. Maintaining the high level of customer convincing.12. Introduce the online booking facilities for customer to service their cars.CONCLUSIONOn the basis of simple random sampling the total sample size attended was 65 customers in which 50 respondent were who owned the Laxmi Hyundai vehicles. The data analysis was done with help of techniques such as questioner and different survey method. The proceeding of this study was done by a survey, which is an appropriate tool to maintain the level of customer Relationship. A structured questionnaire was developed in the process. These tools helped in analyzing the obtained information or results which projected certain findings and recommendations.

From the research, several issues are found which needs to be emphasized for Laxmi Hyundai was greater success. Marketing strategy adopted by the organization is attracting huge customers. What have been noticed after interviewing around 50 customers that almost 75% of customers were happy and satisfied by the work of Hyundai Nepal. This shows that the showroom and all the service departments are most popular among the customers and they are doing the great job.Based on the findings of the study it is suggested that Laxmi Hyundai should do frequent market research on the basis of structured questionnaire to understand the existing market situation and carry out the corrective measures or improvements as needed for sales promotion. Laxmi Hyundai Company should frequently improve in its complaints handling system of customers to effectively manage such complaints of various customers and encourage customers to give more positive feedback about the product and services. The management must be able to collect and documents complaint and use that information to identify dissatisfied customers. Finally, lack of stable government, no clear government rules and regulations, heavy custom duties and taxes imposed on vehicles import, acute/heightened competition in the sector are some of the areas where the government should focus to improve and make the business more lucrative.

BIBILIOGRAPHY

BIBILIOGRAPHY1. Indian management2. Principles of marketing3. Marketing management Philip Kotler4. Marketing research G.C. Beri5. Customer Relationship Management- William G.zikmund-Raymond mc. leod, JR-Faye W. Gilbert6. TATA Mc. Graw Hill, Marketing Management-RajanSaxena7. Customer relationship management JagdishshethAtulparvatiyarG ShanieshWeb sites-www.laxmiHyndai.comwww.Google.comwww.sciencedirect.comwww.worldwide.hyundai.comwww.wikipedia.comJournal : njazz J. Chen, Karen Popovich, (2003) "Understanding customer relationship management (CRM): People, process and technology", Business Process Management Journal, Vol. 9 Iss: 5, pp.672 - 688 Jagdishsheth thought leader Adrian Payne, PennieFrow (2005) A Strategic Framework for Customer Relationship Management. Journal of Marketing: October 2005, Vol. 69, No. 4, pp. 167-176.ANNEXURE

QUESTIONNAIRESDear customer, I am MBA student of, REVA INSTITIUTE OF TECHNOLOGY AND MANGEMENT doing a survey on customer relationship management with regard to this showroom. I would be grateful to you if you could spare a few minutes to this questionnaire. 1. Do you own a car? Yes\No.i. If yes, please specify....................................................2. How did you come to know about Laxmi Hyundai Company? A Study on CRM Practice of Laxmi Hyundai

REVA INSTITUTE OF TECHNOLOGY & MANAGEMENTPage 1

i. Newspaper Advertisementii. Social mediaiii. Others, specifyiv. Websitesv. Friends

3. How do you find the ambience of this showroom?

i. Excellentii. Very goodiii. Good iv. Satisfactoryv. Needs to be improved

4. How do you feel the staff responsiveness when you enter the showroom?

i. ii. very Co-operativeiii. Co-operativeiv. Responsivev. Non-Co-operativevi. Highlynon-co-operative

5. What do you feel about the time taken by the receptionist of this service center inattending your call? i. ii. Very quickiii. Quick iv. Reasonablev. Delayvi. vii. Very much delay

6. How do you find the sales executives explanation about the car features?

i. Convincingii. Satisfactoryiii. Non convincingiv. Non satisfiedv. Unless asked

7. How do you find the process involved in providing the financial facilities by showroom?

i. Very Simpleii. Simpleiii. Moderate iv. Complexv. very complex8.

9. How do you find the availability of choice of car colors in this showroom?

i. ii. Wide rangeiii. Limitediv. Very few

10. Will you suggest this showroom to your friend's\relatives?

i. Yesii. No

A. If yes, because ofi. ii. quick service iii. Timely responseiv. Friendly atmosphere v. Trust worthinessvi. infrastructure

B. If No, please specify . 11. How do you feel about the equipments used here to deal with carscompared to others? i. ii. Excellentiii. Goodiv. Satisfactoryv. poorvi. very poor

12. Have you felt inconvenience after leaving yours car for service with the dealer?

i. Alwaysii. Sometimesiii. Never

13. Have you raised any complaint against the problem/inconvenience faced by you to the management?

i. ii. Yesiii. No

a) The issue raised by you was related toi. Wrong communicationii. Actual bill exceeding the estimated billiii. Performance of car after serviceiv. Delay in delivering the vehicles after service

b) If yes, was the problem/issue attended and solved by the management?i. Yesii. No

c) How long did the management take to solve your issue?i. Within few hrs.ii. 1 dayiii. Within 1 weekiv. More than 1 week.v. None

14. How do you rate after sales service of this showroom?

i. Excellentii. Goodiii. Satisfactoryiv. Poorv. Very poor

15. How is yours overall experience with this showroom?

i. Excellentii. Goodiii. Satisfactory

Personal profileName:-Occupation:-Address:-Contact No.

Thank you for valuable time.

Service Reception

Waiting Room

Repair &Maintenance

Service area

Spare parts store

Paint Booth

Wheel balance and Tyre change

Diagnosis

Washing

Customer relationship management about Hundai

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