A Study on Brand Awareness and Customer Expectation in Amman Auto Pvt Ltd., to Tirupur

Abstract

This paper reports a study conducted in a manufacturing company in order to establish the systems that support customer service policies in a competitive environment. Benchmarking technique is used to search for the best business practices that guide towards customer satisfaction for the company. As a result of the SWOT analysis, “After-Sale Service System”, which is the most important factor in this century, is selected as the benchmarking process in the company, which affects primarily the purchasing operations of the customer. Four domestic firms, which have widespread service and spare network, are selected as benchmarking partners. A questionnaire is designed to analyze the after-sell service system of benchmark partners and to determine reasons of customer satisfaction and preferences. In the questionnaire questions are asked for the evaluation of authorized service organizations and spare part dealers. Finally, the methods used by other firms to attract the customers of authorized service organizations have been searched. The results of this research are used for suggesting proposals to improve the ways of attracting the customers of the company authorized service organizations have been improved. These proposals have been presented to the company and services separately. Consequently, the results of the applications of the proposals are presented.