Measuring the Customer Satisfaction Level Before and After Sales Service Provided by TATA Motors in Pondicherry

Abstract

This study proposes a research design approach to identify what factors that highly influences the customer satisfaction level on before, during and after sales service of Tata Motors in Pondicherry. The researcher tried for 200 customers, but able to reach 157 because of eliminating the extreme cases and some missing values and few questionnaires were not returned. The cronbach’s α reliability test was performed for each factor to know reliability of measurement items. Multiple regression analysis was used to know which factor influence more towards the satisfaction level of customers. It was inferred from the study that the customers were more satisfied with after sales service and also during the service. But, they feel the before sales service was not much satisfactory.