A CASE STUDY OF AFTER SALES SERVICE AND CUSTOMER SATISFACTION OF HYUNDAI CAR SERVICE IN NIZWA, SULTANATE OF OMAN

Abstract

The aim of this study is to identify the satisfaction of Hyundai car after sales services in Hyundai show room, Nizwa and to understand the underlying reasons of dissatisfaction. The study area is in Nizwa and a sample of 335 Hyundai car users are selected for the study. A well-structured questionnaire is used for the collection of data. It is found that 60% of the users who avail free service are satisfied and 40% are dissatisfied by free services offered to them from Hyundai show room in Nizwa. Among the paid service customers in Nizwa show room, 61% customers are dissatisfied and 39% of the customers are satisfied with the after sales service of the company. The major reasons for customer’s dissatisfaction are change of engine oil and replacement of filter and brake oil. The main factor attributed to customer satisfaction is car wash. The study also highlights the satisfaction and dissatisfaction of car services which is categorized as low, medium and high. The study concludes by providing appropriate suggestions for retaining the satisfied customers. Suitable strategies are suggested to customerise the services for the dissatisfied customers so that the company can maintain the existing customers in the long term to optimize profits. The recommendations proposed through this study helps Hyundai service center to improve the customer satisfaction and minimize dissatisfaction of the users.