732812631015

i
“A STUDY ON CUSTOMER SATISFACTION TOWARDS AFTER-
SALES-SERVICE OF SELECTED SAMSUNG ELECTRONIC
PRODUCTS WITH - SPECIAL REFERENCE TO ASCENT E-DIGIT
SOLUTIONS (P) LTD, ERODE CITY”
PROJECT REPORT
Submitted by
R.KOLANTHAVEL
Register No: 732812631015
in partial fulfilment of the requirements of Anna University, Chennai
for the award of the degree
of
MASTER OF BUSINESS ADMINISTRATION
SURYA ENGINEERING COLLEGE
METTUKADAI
ERODE – 638 107
JUNE-2014

ii
SURYA ENGINEERING COLLEGE
METTUKADAI,
ERODE - 638 107
Department of Management studies
PROJECT REPORT
JUNE -2014
This is to certify that the project entitled “A STUDY ON CUSTOMER
SATISFACTION TOWARDS AFTER-SALES-SERVICE OF
SELECTED SAMSUNG ELECTRONIC PRODUCTS WITH -
SPECIAL REFERENCE TO ASCENT E-DIGIT SOLUTIONS (P)
LTD, ERODE CITY”
is a bonafide record of project work done by
R.KOLANTHAVEL
Register No: 732812631015
of MBA Degree during the year 2012- 14
-------------------------- ----------------------
Project Guide HOD
Submitted for the Project Viva-Voce examination held on ----------------------
------------------------- ------------------------
Internal Examiner External Examiner

iii
DECLARATION
I affirm that the project work entitled “A STUDY ON CUSTOMER
SATISFACTION TOWARDS AFTER-SALES-SERVICE OF SELECTED
SAMSUNG ELECTRONIC PRODUCTS WITH - SPECIAL REFERENCE
TO ASCENT E-DIGIT SOLUTIONS (P) LTD, ERODE CITY” being
submitted in partial fulfilment of the requirements of Anna University, Chennai
for the award of MBA degree is the original work carried out by me. It has not
formed the part of any other project work submitted for award of any degree or
diploma, either in this or any other University.
R.KOLANTHAVEL
732812631015
I certify that the declaration made above by the candidate is true
Ms. G.M.AMARAVATHI, MBA., (PhD).,
Assistant Professor (SG)

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ACKNOWLEDGEMENT
First I thank and praise the God and parents for the countless blessings that they
showered upon me to complete this project work.
I take this opportunity to express my sincere thanks to Thiru
K.KALAISELVAN, Secretary and Correspondent, Surya Engineering College, Erode,
for providing necessary facilities to complete this project.
I would like to express my sincere thanks to Dr. S.VIJAYAN, Principal, Surya
Engineering College, Erode for his morale support to complete this project.
I extend my heartful thanks to Dr.G.R.VASANTHA KUMAR, M.B.A.,
M.Phil., Ph.D., Professor and Head, Department Of Management Studies, Surya
Engineering College, Erode for his valuable ideas and advice for the successful
completion of this project.
I would like to express my sincere thanks to my beloved guide
Ms.G.M.AMARAVATHI, MBA.,(PhD)., Assistant Professor(SG) in Management
Studies, Surya Engineering College, Erode for their valuable Guidance.
I would like to express my sincere thanks to guide Mr.R.SREENIVASAN,
BUSINESS DEVELOPMENT EXECUTIVE, in ascent e-digit Samsung showroom.

v
ABSTRACT
The Research study titled “A STUDY ON CUSTOMER SATISFACTION
TOWARDS AFTER-SALES-SERVICE OF SELECTED SAMSUNG ELECTRONIC
PRODUCTS WITH - SPECIAL REFERENCE TO ASCENT E-DIGIT SOLUTIONS
(P)LTD. ERODE CITY” was conducted to find out the product awareness and perception
about ascent e-digit showroom.
The main objective of the study is to study the level of satisfaction towards after
sales-sales-service-of selective Samsung electronic products. The Research Methodology
used is descriptive research design and Random Sampling Technique was used with a
sample size of 300.
Primary data collections were made through a questionnaire. Secondary data were
collected from the past records and through websites. After the data collection, tools used
for the analysis were Percentage Analysis, Chi-Square, ANOVA Analysis, and Factor
Analysis. SPSS package was used in analysis. Colum charts were drawn.
From the analysis, it was found that the majority of the respondents are having
product awareness and perception about the ascent e-digit showroom. Suggestions were
provided for the product awareness and perception about to small reached for the
customer. It providing should be clear on the product awareness for ascent e-digit
showroom.

vi
TABLE OF CONTENTS
CHAPTER NO PARTICULAR PAGE NO
ABSTRACT v
LIST OF TABLES vii
LIST OF CHARTS viii
I INTRODUCTION OF THE STUDY 1-17
1.1 Introduction of customer
satisfaction and after sales service
1
1.2 Introduction of Company Profile 5
1.3 Statement of the Problem 14
1.4 Objectives of the study 15
1.5 Scope of the study 16
1.6 Limitations of the study 17
II REVIEW OF LITERATURE 18
III RESEARCH METHODOLOGY 22
IV ANALYSIS AND INTERPRETATION 26-51
4.1 Simple percentage analysis 26
4.2 Factor analysis 41
4.3 Anova 48
4.4 Chi square 50
V FINDING, SUGGESTIONS AND CONCLUSION 52-55
5.1 Findings 52
5.2 Suggestion 54
5.3 Conclusion 55
APPENDIX 56
BIBLIOGRAPHY 61

vii
LIST OF TABLE
TABLE NO TABLE PAGE NO
1 Gender 26
2 Age 27
3 Marital status 28
4 Education 29
5 Occupation 30
6 Income 31
7 Currently a product using by consumer 32
8 General perception about Samsung 33
9 Mode of purchase 34
10 Awareness about ascent e-digit solutions Samsung showroom 35
11 Frequency to get after sales service 36
12 Information about their after sales service 37
13.1 Buying of another Samsung electronic products in future 38
13.2 Not purchasing of Samsung electronics 39
14 Attraction of Samsung products among today’s generation 40

viii
LIST OF CHART
CHART NO CHART PAGE NO
1 Gender 26
2 Age 27
3 Marital status 28
4 Education 29
5 Occupation 30
6 Income 31
7 Currently a product using by consumer 32
8 General perception about Samsung 33
9 Mode of purchase 34
10 Awareness about ascent e-digit solutions Samsung showroom 35
11 Frequency to get after sales service 36
12 Information about their after sales service 37
13.1 Buying of another Samsung electronic products in future 38
13.2 Not purchasing of Samsung electronics 39
14 Attraction of Samsung products among today’s generation 40

1
CHAPTER I
INTRODUCTION
1.1 INTRODUCTION OF THE STYDY
CUSTOMER SATISFACTION:
Customer satisfaction is defined as the degree of satisfaction provided by the
goods or services of a company. This is usually gauged by the number of customers
making repeat purchases. Customer satisfaction is critical if a company is to register high
sales profits. Customer satisfaction is a term frequently used in marketing. It is a measure
of how products and services supplied by a company meet or surpass customer
expectation. Customer satisfaction is defined as "the number of customers, or percentage
of total customers, whose reported experience with a firm, its products, or its services
(ratings) exceeds specified satisfaction goals.
"In a survey of nearly 200 senior marketing managers, 71 percent responded that
they found a customer satisfaction metric very useful in managing and monitoring their
businesses. It is seen as a key performance indicator within business and is often part of
a Balanced Scorecard. In a competitive marketplace where businesses compete for
customers, customer satisfaction is seen as a key differentiator and increasingly has
become a key element of business strategy."Within organizations, customer satisfaction
ratings can have powerful effects.
They focus employees on the importance of fulfilling customers’ expectations.
Furthermore, when these ratings dip, they warn of problems that can affect sales and
profitability. These metrics quantify an important dynamic. When a brand has loyal
customers, it gains positive word-of-mouth marketing, which is both free and highly
effective."
Therefore, it is essential for businesses to effectively manage customer
satisfaction. To be able do this, firms need reliable and representative measures of
satisfaction."In researching satisfaction, firms generally ask customers whether their
product or service has met or exceeded expectations. Thus, expectations are a key factor
behind satisfaction. When customers have high expectations and the reality falls short,
they will be disappointed and will likely rate their experience as less than satisfying. For

2
this reason, a luxury resort, for example, might receive a lower satisfaction rating than a
budget motel—even though its facilities and service would be deemed superior in
'absolute' terms."The importance of customer satisfaction diminishes when a firm has
increased bargaining power. For example, cell phone plan providers, such
as AT&T and Verizon, participate in an industry that is an oligopoly, where only a few
suppliers of a certain product or service exist.
As such, many cell phone plan contracts have a lot of fine print with provisions
that they would never get away if there were, say, a hundred cell phone plan providers,
because customer satisfaction would be far too low, and customers would easily have the
option of leaving for a better contract offer. There is a substantial body of empirical
literature that establishes the benefits of customer satisfaction for firms.
Purpose:
"Customer satisfaction provides a leading indicator of consumer purchase intentions and
loyalty." "Customer satisfaction data are among the most frequently collected indicators
of market perceptions. Their principal use is twofold:"
• "Within organizations, the collection, analysis and dissemination of these data
send a message about the importance of tending to customers and ensuring that
they have a positive experience with the company’s goods and services."
• "Although sales or market share can indicate how well a firm is
performing currently, satisfaction is perhaps the best indicator of how likely it is
that the firm’s customers will make further purchases in the future. Much
research has focused on the relationship between customer satisfaction and
retention. Studies indicate that the ramifications of satisfaction are most strongly

3
realized at the extremes." On a five-point scale, "individuals who rate their
satisfaction level as '5' are likely to become return customers and might even
evangelize for the firm. (A second important metric related to satisfaction is
willingness to recommend. This metric is defined as "The percentage of surveyed
customers who indicate that they would recommend a brand to friends." When a
customer is satisfied with a product, he or she might recommend it to friends,
relatives and colleagues. This can be a powerful marketing advantage.)
"Individuals who rate their satisfaction level as '1,' by contrast, are unlikely to
return. Further, they can hurt the firm by making negative comments about it to
prospective customers. Willingness to recommend is a key metric relating to
customer satisfaction."
• Customers are the assets of every business. Sales professionals must try their level
best to satisfy customers for them to come back again to their organization.
AFTER SALES SERVICE:
After sales service refers to various processes which make sure customers are
satisfied with the products and services of the organization. The needs and demands of
the customers must be fulfilled for them to spread a positive word of mouth. In the
current scenario, positive word of mouth plays an important role in promoting brands and
products.
After sales service makes sure products and services meet or surpass the
expectations of the customers. After sales service includes various activities to find out
whether the customer is happy with the products or not after sales service is a crucial
aspect of sales management and must not be ignored.
Why after Sales Service?
After sales service plays an important role in customer satisfaction and customer
retention. It generates loyal customers. Customers start believing in the brand and get
associated with the organization for a longer duration. They speak well about the
organization and its products.
A satisfied and happy customer brings more individuals and eventually more
revenues for the organization. After sales service plays a pivotal role in strengthening the
bond between the organization and customers.

4
After Sales Service Techniques:
• Sales Professionals need to stay in touch with the customers even after the deal.
Never ignore their calls.
• Give them the necessary support. Help them install, maintain or operate a
particular product. Sales professionals selling laptops must ensure windows are
configured in the system and customers are able to use net without any difficulty.
Similarly organizations selling mobile sim cards must ensure the number is
activated immediately once the customer submits his necessary documents.
• Any product found broken or in a damaged condition must be exchanged
immediately by the sales professional. Don’t harass the customers. Listen to their
grievances and make them feel comfortable.
• Create a section in your organization’s website where the customers can register
their complaints. Every organization should have a toll free number where the
customers can call and discuss their queries. The customer service officers should
take a prompt action on the customer’s queries. The problems must be resolved
immediately.
• Take feedback of the products and services from the customers. Feedback helps
the organization to know the customers better and incorporate the necessary
changes for better customer satisfaction.
• Ask the customers to sign Annual Maintenance Contract (AMC) with your
organization. AMC is an agreement signed between the organization and the
customer where the organization promises to provide after sales services to the
second party for a certain duration at nominal costs.
• The exchange policies must be transparent and in favour of the customer. The
customer who comes for an exchange should be given the same treatment as was
given to him when he came for the first time. Speak to him properly and suggest
him the best alternative.
• In an organization, sales representatives have the responsibility of creating brand
awareness and making products popular among the end users. They are the ones
who interact with the customers, understand their requirements and full fill their
needs and expectations.

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1.2 INTRODUCTION ABOUT COMPANY:
Samsung Electronics: (Korean: Hanja)
Samsung Electronics Co., Ltd. Is a Korean multinational electronics company
headquartered in Suwon, South Korea. It is the flagship subsidiary of the Samsung
Group and has been the world's largest information technology company by revenues
since 2009.Samsung Electronics has assembly plants and sales networks in 88 countries
and employs around 370,000 people. For 2012 the CEO is Kwon Oh-Hyun.
Samsung has long been a major manufacturer of electronic components such
as lithium-ion batteries, semiconductors, chips, flash memory and hard drive devices for
clients such as Apple, Sony, HTC and Nokia. In recent years, the company has
diversified into consumer electronics. It is the world's largest manufacturer of mobile
phones and smart phones fuelled by the popularity of its Samsung Galaxy line of devices.
The company is also a major vendor of tablet computers, particularly its Android-
powered Samsung Galaxy Tab collection, and is generally regarded as pioneering
the pallet market through the Samsung Galaxy Note family of devices.
Samsung has been the world's largest maker of LCD panels since 2002,
the world's largest television manufacturer since 2006, and world's largest manufacturer
of mobile phones since 2011. Samsung Electronics displaced Apple Inc. as the world's
largest technology company in 2011 and is a major part of the South Korean economy.
History:
1969 to 1987: Early years:
Samsung Electric Industries was established as an industry Samsung Group in
1969 in Suwon, South Korea. Its early products were electronic and electrical appliances
including televisions, calculators, refrigerators, air conditioners and washing machines. In
1970, Samsung Group established another subsidiary, Samsung-NEC, jointly with Japan's
NEC Corporation to manufacture home appliances and audiovisual devices. In 1974, the
group expanded into the semiconductor business by acquiring Korea Semiconductor, one
of the first chip-making facilities in the country at the time. The acquisition of Korea
Telecommunications, an electronic switching system producer, was completed at the start
of the next decade in 1980.
By 1981, Samsung Electric Industries had manufactured over 10 million black-
and-white televisions. In February 1983, Samsung's founder, Lee Byung-chull, made an

6
announcement later dubbed the "Tokyo declaration", in which he declared that Samsung
intended to become a DRAM(dynamic random access memory) vendor. One year later,
Samsung became the third company in the world to develop a 64kbDRAM.[citation
needed] In 1988, Samsung Electric Industries merged with Samsung Semiconductor &
Communications to form Samsung Electronics.
1988–1995: Consumer struggles:
Samsung Electronics launched its first mobile phone in 1988, in the South Korean
market. Sales were initially poor and by the early 1990s Motorola held a market share of
over 60 percent in the country's mobile phone market compared to just 10 percent for
Samsung. Samsung's mobile phone division also struggled with poor quality and inferior
products until the mid-1990s and exit from the sector was a frequent topic of discussion
within the company. Samsung Electronics acquired a 40 percent stake in AST Research, a
United States-based personal computer maker, for US$378 million in February 1995.
1995–2008: Component manufacturing:
It was decided by Lee Kun-Hee that Samsung needed to change strategy. The
company shelved the production of many under-selling product lines and instead pursued
a process of designing and manufacturing components and investing in new technologies
for other companies. In addition, Samsung outlined a 10-year plan to shrug off its image
as a "budget brand" and to challenge Sony as the world's largest consumer electronics
manufacturer. It was hoped in this way Samsung would gain an understanding of how
products are made and give a technological lead sometime in the future. This patient
vertical integration strategy of manufacturing components has borne fruit for Samsung in
the late-2000s.
As Samsung shifted away from consumer markets, the company devised a plan to
sponsor major sporting events to remain in the public eye. One such sponsorship was for
the 1998 Winter Olympics held in Nagano, Japan.
As a chaebol, Samsung Group wielded wealth that allowed the company to invest
and develop new technology rather than build products at a level which would not have a
detrimental impact on Samsung's finances.
Samsung had a number of technological breakthroughs particularly in the field of
memory which are commonplace in most electrical products today. This includes the
world's first 64Mb DRAM in 1992, 256 Mb DRAM in 1994, 1Gb DRAM in 1996. In

7
2004, Samsung developed the world's first 8Gb NAND Memory chip and a
manufacturing deal was struck with Apple in 2005. A deal to supply Apple for memory
chips was sealed in 2005 and, as of October 2013, Samsung remains a key supplier of
Apple components, manufacturing the A7 processors that are inside the phone 5s model.
2008 to present: Consumer products:
The Samsung word mark as it appears on many Samsung products, The Samsung
display at the 2008 International Funkausstellung in Berlin For four consecutive years,
from 2000 to 2003, Samsung posted net earnings higher than five-percent; this was at a
time when 16 out of the 30 top South Korean companies ceased operating in the wake of
the unprecedented crisis.
In 2005, Samsung Electronics surpassed Japanese rival, Sony, for the first time to
become the world's twentieth-largest and most popular consumer brand, as measured by
Interbred.
In 2007, Samsung Electronics became the world's second-largest mobile-phone
maker, overtaking Motorola for the first time. In 2009, Samsung achieved total revenues
of US$117.4 billion, overtaking Hewlett-Packard to become the world's largest
technology company measured by sales.
In 2009 and 2010, the US and EU fined the company, together with eight other
memory chip makers, for its part in a price-fixing scheme that occurred between 1999
and 2002. Other companies fined included Infineon Technologies, Elapid Memory and
Micron Technology. In December 2010, the EU granted immunity to Samsung
Electronics for acting as an informant during the investigation (LG Display, AU
Optronics, ChimeiInnoLux, Chunghwa Picture Tubes and HannaStar Display were
implicated as result of the company's intelligence).Despite consistent growth, Samsung,
along with its chairman Lee Kun-hee, has developed a reputation for insecurity regarding
its financial stability and the potential for future crises to arise. After returning from a
temporary retirement period in March 2010, Kun-hee stated that "Samsung Electronics'
future is not guaranteed because most of our flagship products will be obsolete in 10
years from now."Samsung has emphasized innovation in its management strategy since
the early 2000s and it again highlighted innovation as part of core strategies when it
announced the Vision 2020 in which the company set an ambitious goal of reaching $400
billion in annual revenues within ten years. In order to cement its leadership in the areas

8
of memory chip and television production, the company has invested aggressively in
research and development. The company has 24 research-and-development centers
around the world.
In April 2011, Samsung Electronics sold its HDD commercial operations to
Seagate Technology for approximately US$1.4 billion. The payment was composed of
45.2 million Seagate shares (9.6 percent of shares), worth US$687.5 million, and a cash
sum for the remainder.
In the first quarter of 2012, the company became the highest-selling mobile phone
company when it overtook Nokia, selling 93.5 million units compared to Nokia's 82.7
million units. Samsung also became the largest smart phone vendor as a result of strong
sales of its Galaxy SII and Galaxy Note devices.
In May 2013, Samsung announced that it had finally managed to test speed-
enhanced fifth generation (5G) technology successfully.
In April 2013, Samsung Electronics' new entry into its Galaxy S series smart
phone range, the Galaxy S4 was made available for retail. Released as the upgrade of the
best-selling Galaxy S III, the S4 was sold in some international markets with the
company’s Exynos processor.
In July 2013, Samsung Electronics forecasted weaker than expected profits for its
April to June quarter. While analysts expected around 10.1 trillion won, Samsung
Electronics estimated an operating profit of ₩9.5 trillion (US$8.3 billion). During the
same month, Samsung acquired the media streaming device manufacturer Boxee for a
reported $30 million.
On August 5, 2013, invitations were received for the "Samsung Unpacked 2013
Episode 2" event on September 4, 2013 in Berlin, Germany during the annual IFA
conference. While the invitation does not present any details of the event, industry figures
stated that the launch of the Galaxy Note III device is expected, as Samsung used the
2012 IFA conference to launch the Galaxy Note II.
Samsung’s mobile business chief Shin Jong-kyun stated to the Korea Times on
September 11, 2013 that Samsung Electronics will further develop its presence in China
to strengthen its market position in relation to Apple. The Samsung executive also
confirmed that a 64-bit smart phone handset will be released to match the ARM-based A7
processor of Apple's iPhone 5s model that was released in September 2013.

9
Due to smart phone sales—especially sales of lower-priced handsets in markets
such as India and China—Samsung achieved record earnings in the third quarter of 2013.
The operating profit for this period rose to about 10.1 trillion won (US$9.4 billion), a
figure that was boosted by memory chip sales to customers such as Apple, Inc. On
October 14, 2013, Samsung Electronics publicly apologized for using refurbished
components from cheaper desktop computers to fix higher-end products, after the
corporation's unethical business practices were exposed on the previous day by MBC
TV’s current affairs magazine, 2580.
Samsung provided sponsorship for the 2014 Academy Awards ceremony and, due
to the use of the Samsung Galaxy Note smart phone product by host Ellen DeGeneres in
a group sulfide photograph that became an online viral phenomenon, the corporation
donated US$3 million to two charitable organizations selected by DeGeneres. The
official Samsung statement explained: "... we wanted to make a donation to Ellen’s
charities of choice: St Jude’s and the Humane Society. Samsung will donate 1.5 million
dollars to each charity."
Products:
By 2004 Samsung was the world's-largest manufacturer of OLEDs, with a 40
percent market share worldwide, and as of 2010 has a 98% share of the
global AMOLED market. The company generated $100.2 million out of the total $475
million revenues in the global OLED market in 2006. As of 2006, it held more than 600
American patents and more than 2,800 international patents, making it the largest owner
of AMOLED technology patents.
Samsung's current AMOLED smart phones use its Super AMOLED trademark,
with the Samsung Wave S8500 and Samsung i9000 Galaxy S being launched in June
2010. In January 2011, it announced its Super AMOLED Plus displays– which offer
several advances over the older Super AMOLED displays – real stripe matrix (50 percent
more sub pixels), thinner form factor, brighter image and an 18 percent reduction in
energy consumption.
In October 2007, Samsung introducing a ten-millimeter thick, 40-inch LCD
television panel, followed in October 2008 by the world's first 7.9-mm panel. Samsung
developed panels for 24-inch LCD monitors (3.5 mm) and 12.1-inch laptops (1.64 mm).
In 2009, Samsung succeeded in developing a panel for forty-inch LED televisions, with a

10
thickness of 3.9 millimeters (0.15 inch). Dubbed the "Needle Slim", the panel is as thick
(or thin) as two coins put together. This is about a twelfth of the conventional LCD panel
whose thickness is approximately 50 millimeters (1.97 inches).While reducing the
thickness substantially, the company maintained the performance of previous models,
including full HD resolution; 120 Hz refresh rate, and 5000:1 contrast ratio. On
September 6, 2013, Samsung launched its 55-inch curved OLED TV (model KE55S9C)
in the United Kingdom with John Lewis.
In early October 2013, the Samsung Corporation disseminated a press release for
its curved display technology with the Galaxy Round smart phone model. The press
release described the product as the "world’s first commercialized full HD Super
AMOLED flexible display." The manufacturer explains that users can check information
such as time and battery life when the home screen is off, and can receive information
from the screen by tilting the device.

11
SAMSUNG PRINTER PRICE IN INDIA 2014:
• Samsung ML 2161 Laser PrinterRs.4,745
• Samsung ML 2166 Laser PrinterRs.4,761
• Samsung SCX 4321NS Multifunction Laser PrinterRs.12,900
• Samsung ML 2951ND PrinterRs.13,500
• Samsung ML 3310D PrinterRs.8,199
• Samsung ML - 1866W PrinterRs.6,790
• Samsung SCX 4701ND Multifunction Laser PrinterRs.14,990
• Samsung ML - 3310ND PrinterRs.12,590
• Samsung CLP-680ND Rs.39,999
• Samsung CLP-365WRs.17,299
• Samsung ML-2166WRs.6,500
• Samsung ML-3310DRs.8,499
• Samsung ML-1866WRs.7,499
• Samsung ML-3310NDRs.16,999
• Samsung ML-5015ND Rs.49,999

12
SAMSUNG AIR CONDITIONER PRICE IN INDIA 2014:
• Digital Inverter AC AR12HV5NBWK 1.0 TR MRP Rs. 41,600
• Digital Inverter AC AR24HV5NBWK 2.0 TR MRP Rs. 60,100
• Digital Inverter AC(Crystal gloss panel) AR12HV5DAWK 1.0 TR MRP Rs.
48,000
• Digital Inverter AC (crystal gloss panel) AR18HV5DAWK 1.5 TR MRP Rs.
60,700
• Digital Inverter AC AR18HV5NFWK 1.5 TR MRP Rs. 49,700
• Purista Pattern AR12HC5TDUR 1.0 TR 5 Star MRP Rs. 36,600
• Boracay AR18HC5TYUR 1.5 TR 5 Star MRP Rs. 42,700
• MAX AR18HC2UXNB 1.5 TR 2 Star MRP Rs. 32,900
• Crystal AR18HC5EXLZ 1.5 TR 5 Star MRP Rs. 43,600

13
SAMSUNG REFRIGERATORS PRICE IN INDIA 2014:
• Samsung RR2015CSBRR/TL Single Door 195 Liters.Rs.12,900
• Samsung RT26FARZASP/TL Double Door Refrigerator.Rs.22,400
• Samsung RR1915RCAVL Single Door 180 Liters.Rs.14,526
• Samsung RT26FAJSASL/TL Double Door Refrigerator.Rs.23,900
• Samsung RFG28MESL1/XTL Side By Side Door.Rs.158,046
• Samsung RT33FAJFABX Double Door 302 Liters.Rs.30,000
• Samsung RT31HCLB1/CTL 271 Liters Refrigerator.Rs.22,990
• Samsung RR2115TCA Single Door 212 Liters.Rs.18,300
• Samsung RR1915TCARX Single Door 180 Liters.Rs.16,506
• Samsung RR1915CCASA Single Door 190LRefrigerator.Rs.13,000
• Samsung RS21HUTPN 585 Liters Digital Inverter.Rs.85,835
• Samsung RT36FDJFASL/TL Double Door Refrigerator.Rs.37,000
• Samsung RR2015RSBVL/TL Single Door 195 Liters.Rs.14,622
• Samsung RT5582ATBSL/TL Double Door Refrigerator.Rs.58,989
• Samsung RR2315TCAPX Single Door 218 Liters.Rs.19,984
• Samsung RT42FEJQASP/TL Double Door Refrigerator.Rs.50,500
• Samsung RT33FAJFASL/TL Double Door Refrigerator.Rs.30,700
• Samsung RT39FDAGASL/TL Double Door Refrigerator.Rs.39,425
• Samsung RR1915TCAPX Single Door 180 Liters.Rs.16,300
• Samsung RS21HST Side-by-Side Door Refrigerator.Rs.72,072
• Samsung RS21HZLMR1/XTL 585 LitersRefrigerator.Rs.109,452
• Samsung RT5982ATBSL/TL Double Door Refrigerator.Rs.62,727
• Samsung RT42FDAGASL/TL Double Door Refrigerator.Rs.44,650
• Samsung RR2115RCAVL/TL 212 Liters Single.Rs.17,714

14
1.3 STATEMENT OF THE PROBLEM
The ascent e-digit showroom is one of the leading electronic product outlets in
Hassan district. It was established in the year 2000, & its delivering to the customers in
and around Hassan neighbouring districts. For the past 10 years it’s been into active in
promoting electronic products but in the recent past since 2008 the sales of electronics
was dismal due the satisfaction among large group of customers due to deteriorating in
the quality of after sales service.
Hence the management has felt the need to conduct through analysis about the existing
customer satisfaction and after sales service of selective Samsung products. Hence the
management had realized the need to conduct the result oriented analysis through the
management trainees. I was glad to accept this assignment from the organisation
perspective & as a part of MBA curriculum.
“Customer satisfaction after sales & service” is the important statement of the problem
in this project.

15
1.4 OBJECTIVES OF THE STUDY
Primary Objective:
 To study the level of satisfaction towards after sales-sales-service-of selective
Samsung electronic products.
Secondary Objective:
 To identify the customer expectation regarding after sales service of Samsung
products.
 To find out the perception of response towards after sales of Samsung brand.
 To identify the customer awareness about after sales service provided by Samsung
dealers.
 To identify the level of satisfaction among Samsung customers.

16
1.5 SCOPE OF THE STUDY
 This study highlights the customer satisfaction about ascent e-digit showroom.
 The aim of the study is about people satisfaction towards after sales service of
Ascent e-digit showroom.
 This study helps to know about consumer satisfaction and after sales service of
Ascent e-digit showroom.
 The research findings of this study will help the ascent e- digit showroom to
improve the timings and the consumer’s needs.

17
1.6 LIMITATIONS OF THIS STUDY
• The response given by the respondents may not be true, which may be subject to
change.
• The respondents may be careless in responding to the questionnaire.
• Unnecessary question arrived by illiterate people.
• The study limits to the geographical area of Hassan.
• The minimum respondents are not able to understand the question. So the missing
the value.
• The time of the study short duration so extra data not include.

18
CHAPTER II
REVIEW OF LITERATURE
Goffin,Slater (1994) After-sales service has emerged as a major source of
competitive manoeuvring, so firms strive for competitive advantages with their after-sales
service portfolio to differentiate offers from competitors.
Larissa,(1994) The concept of customer service has been a generic term used by
industry and academia to describe a set of activities in which a firm engages to win and
keep customers. Simply differentiation of customer service refers it to a variable that
expands the image of a product and thereby offers the possibility of market dominance.
Adrian, (1995) In today’s marketing environment, an increasingly important
source of competitive advantage is the way we serve customers. In recent years, more and
more organizations focus their attention on retaining existing customers rather than
attracting new ones.
Arvinder, (1996) An after-sales support strategy associated with a product may
include elements such as warranty provision, extended service contract provision,
availability of repair service, loan availability, toll-free phone support, etc.
Cohen and Whang, (1997) All of them believed that large number of extra after-
sales service plans to consumers will lead to customer satisfaction and retention as well
as higher profitability.
According to Eppientte,(1997) customer service has been emerging as a
competitive weapon for business firms. He mentioned. it is becoming harder and harder
to complete o manufacturing excellence alone. Manufactures who thrive. Will complete
by bundling services with products .’’ of course, use of customer service, as a form of
competition does not apply only to manufacturers. With the economy becoming
increasingly service based and new kinds of services being offered continually.
Rosen and Surprenant, (1998) Studied whether after sales service is enough for
the long relationship with customers. They selected two different industries with 220
respondents, while open ended questionnaire was used to collect the data. Both
descriptive and qualitative analyses were used to analyze the data. Results showed that

19
after sales service is marketing tool that create and establish long term relationship with
customers through good communication and flexibility.
Loomba, (1998) The last few decades have seen a growing trend toward
aggressive global competition, increased marketplace demands, and technological
changes. These developments are forcing organizations to take closer look at their
marketing channel strategy including addressing the issue of how to distribute their
products and offer associated after-sales service support. Many value-conscious
consumers are demanding that a company’s products offer more value than its
competitor’s products not only in its design and manufacturing, but also in product
delivery and support.
Lyer, (1998) In coordinating distribution channels through contractual
arrangements; manufacturers must deal with retailers who compete not only in price, but
also in important non-price factors such as in store services, after sales support or faster
check-out. Coordinating the price and non-price competition among retailers can be a
difficult task.
Tore and Uday, (2003) Providing the proper after sales service is very important
for firms and customers. Traditionally, support merely constituted maintenance, service
and repair. However, as the scope of product support has broadened over the past decade,
it has also included such aspects as installation, commissioning, training, maintenance
and repair services, documentation, spare parts supply and logistics, product upgrading
and medications, software, and warranty schemes, telephone support, etc.
Chien, (2005) also agreed that free basic after-sales service plays an important
role in attracting more customer attention in a market with severe brand competition.
Offering adequate after-sales service to customers has become a major generator of
revenue, profit, and competency in modern industries.
Saccani,(2007) Defined after-sales service for manufactured goods as the set of
activities taking place after the purchase of the product, devoted to supporting customers
in the usage and disposal of goods.
Gaiardelli,(2007) Define after sale service as those activities taking place after
the purchase of the product and devoted to supporting customers in the usage and
disposal of the goods.

20
Rigopoulou, (2008) Described after-sales services as services that are provided to
the customer after the products have been delivered. After sales services are often
referred to as “product support activities”, meaning all activities that support the product
centric transaction.
Shaharudin, (2009) Examined the factors of after sales service, which affect
customer satisfaction in the electronic market of Malaysia. After sales service was
determined through the delivery, installation and warranty. 100 respondents were
sampled through closed ended questionnaire, while Ordinary Least Square was used to
analyses the data.
Potluri and Hawariat, (2010) The term “after sales services” has been
approached in the literature under two broad perspectives. When referring to service
providing companies, after sales services are being treated as one among several
supplementary service elements provided. On the other hand, when referring to tangible
goods, they are mostly seen as operative activities of some or all members of the
distribution chain.
Raddats, (2011) is of opinion that customers are no longer demand just for a
product but also a comprehensive solution for their problem; they are increasingly
moving away from requesting for a specific product to requesting for a certain service
package (including the original purchase and all aftermarket needs) instead.
Ruben, (2012) After-sales services are an important marketplace differentiator
because primary products are often physically comparable. Also agreed that after sales
service significantly enhance the value of the product to its users. He noted that
customers may decide to purchase a product based upon service and aftermarket
considerations. After-sales services are the sum of activities taking place after the
purchase of a product which:
• Ensure that a product is available for trouble-free use over its useful life span and
guarantee the continuous availability of goods (preventive maintenance).
• Replace failed products in a timely and cost-effective manner (reactive
maintenance).
• Create competitive advantage for the customer (value added services).

21
Shaharudrn, (2013) After-sales service which is a part of customer relationship
management (CRM) helps to enhance a customer's loyalty. To date, there have been very
minimum studies that were conducted by taking into consideration the after-sales service
in business organizations particularly the electronic industry in Malaysia. Therefore from
the data presented in this study, it can be expected that the findings can benefit both
industrial and academician by giving a new source of ideas and information. There are
three research objectives of the study.
• To investigate the effects of delivery on customer satisfaction,
• To investigate the effects of installation on customer satisfaction and
• To investigate the effects of warranty on customer satisfaction.
Mohdrizaimy, (2013) The delivery, installation and warranty aspects are
important for business organizations to make their customers satisfied and delighted. The
delighted customers in turn will remain loyal and always have a positive impression
towards the company and its products. This is true because fast delivery is very crucial to
the customers to meet their usage and production requirement. Installing a quality service
and a fast response towards the warranty claim will give an indication of good quality and
value product. Future research should focus on the similar study of factors affecting
customer satisfaction in after-sales service in other prominent industries such as
automotive, construction and other manufacturing as well as service sectors so that such
constructible findings and conclusions can be generalized from study. Results indicated
to confirm on the earlier literature that there was strong relationship between the
dependent variables of customer satisfaction and three independent variables; delivery,
installation, and warranty.

22
CHAPTER III
RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem. It
may be understood as a science of study how research is done scientifically. In it we
study the various steps that are generally adopted by the researcher in studying his
research problem along with the logic behind them.
3.1 RESEARCH DESIGN
This research studies are concerned with describing the characteristics of a
particular individual or of a group. This study concerned with specific predictions, with
narration of facts and characteristics concerning individual, group or situation are
examples of descriptive studies.
Descriptive Research
Descriptive research design is a type of research method that is used when one
wants to get information on the current status of a person or an object. It is used to
describe what is in existence in respect to conditions or variables that are found in a given
situation.
3.2 SAMPLE DESIGN
A sampling design specifies for every possible sample its probability of being
drawn, mathematically, a sampling design is denoted by the function P(s) which gives the
probability of drawing a samples.
Sampling technique : Random simple sampling
Sample size : 300
Samplings area : Erode
Primary data : Questionnaires
Research tools : Percentage analysis, chi-square analysis, factor analysis, anova
analysis.

23
Convenience Sampling
A type of non-probability sampling which involves the sample being
drawn from that part of the population which is close to hand. That is, readily available
and convenient. This sampling is used in this study.
Sample size
Sample size SS = Z²x (p) x (1 – p)
C²
= (1.96)²*(0.5)*(1-0.5)
0.0016
= 3.8416*0.25
0.0016
= 600.25
SS = Sample Size
Z = Z-value (e.g., 1.96 for a 95 percent confidence level)
P = Percentage of population picking a choice, expressed as decimal
C = Confidence interval, expressed as decimal
Pop = Population
New SS = SS
( 1 + ( SS – 1 ))
Pop
= 600
(1+(600-1)
1000
= 600
1.599
= 375.93
From the total population, the researcher had taken 300 samples as per their
convenience.

24
3.3 METHODS OF DATA COLLECTION
A questionnaire has been used for data collection. The researcher interviews the
respondents. Respondents are guided by the researcher to answer the questions in the
questionnaire.
Pilot Study
All questionnaires should be pre-tested on a 35 sample to ensure the
questionnaire fulfils the requirement for the data to be collected . This provides the
researcher with an opportunity to clarify the questionnaire.
Data Collection Method
The researcher used questionnaire for collection of primary data. Secondary data
were collected from different sources.
Primary Data
The primary data were collected through questionnaire from customers of ascent
e-digit solutions (p) Ltd.
Secondary Data
The secondary data were collected from company profile, magazines, market
sources and internet.

25
3.4 TOOLS USED FOR ANALYSIS
Analysis is done on the bases of simple percentage and statistical analysis.
PERCENTAGE ANALYSIS
Percentage analysis is the method to represent raw streams of data as a percentage
(a part in 100-percent) for better understanding of correct data.
Percentage analysis = (No .of. Respondents/Total No. of .Samples)/100
FACTOR ANALYSIS
Factor analysis can be used to explore the data for patterns, confirm our
hypothesis, or reduce the many variables to a more manageable number.
ANOVA TEST
The test of significance based on t-distribution is an adequate procedure for
testing the significance of the difference between two sample means. In a situation when
we have three or more samples to consider at a time, an alternative procedure is needed
for testing the hypothesis that all the samples were drawn from the population with the
same mean. The basic purpose of the analysis of variance is to test the homogeneity.
CHI SQUARE TEST
The chi-square test is one of the simplest and most widely used non parametric
tests in statistical work. This test is used to find whether the two attributes are associated
are not. The quantity x2
describes the magnitude of the discrepancy between theory and
observation.
X2
= ∑ (Observed value-Expected value)
2
Expected value

26
CHAPTER IV
4 DATA ANALYSIS AND INTERPRETATION
4.1 PERCENTAGE ANALYSIS
TABLE NO: 1
GENDER
SL.NO GENDER FREQUANCY PERCENTAGE
1 MALE 147 49
2 FEMALE 153 51
TOTAL 300 100
INTREPRETATION:
From the above table it is inferred that, among the total number of respondents
51% of the respondents are female, and 49% of the respondents are belongs to male
category.
CHART 1
GENDER
49
51
48
48.5
49
49.5
50
50.5
51
51.5
MALE FEMALE
Percentage
Gender

27
TABLE NO: 2
AGE
SL.NO AGE FREQUANCY PERCENTAGE
1 21-30 years 128 43
2 31-40 years 172 57
TOTAL 300 100
INTERPRETATION:
From the above table it is inferred that , among the total number respondents 57%
of the respondents are belongs to 31-40 years of age group and 43% of the respondents
are belongs to 21-30 years of age group.
CHART 2
AGE
43
57
0
10
20
30
40
50
60
21-30 years 31-40 years
Percentage
Age

28
TABLE NO: 3
MARTIAL STATUS
SL.NO MARTIAL STATUS FREQUANCEY PERCENTAGE
1 Married 214 71
2 Unmarried 86 29
TOTAL 300 100
INTERPRETATION:
From the above table it is inferred that, among the total number respondents,
71% of the respondents are married and 29% of the then unmarried.
CHART 3
MARTIAL STATUS
71
29
0
10
20
30
40
50
60
70
80
Married Unmarried
Percentage
Martial Status

29
TABLE NO: 4
EDUCATION
SL.NO EDUCATION FREQUANCY PERCENTAGE
1 Illiterate 25 9
2 School Level 61 20
3 College 214 71
TOTAL 300 100
INTERPRETATION:
From the above table it is inferred that, among the total number respondents,
71% of the respondents are studying in college, 20% of the respondent’s qualification is
at school level, and 9% of them are illiterate.
CHART 4
EDUCATION
9
20
71
0
10
20
30
40
50
60
70
80
Illiterate School Level College
Percentage
Education

30
TABLE NO: 5
OCCUPATION
SL.NO OCCUPATION FREQUANCY PERCENTAGE
1 Agriculture 28 9
2 Business 59 20
3 Professional 101 34
4 Teacher/Professor 32 11
5 Employee 80 26
TOTAL 300 100
INTERPRETATION:
From the above table it is inferred that, among the total number respondents 34%
of the respondents are professional, 26% of the respondents are working as employee,
and 20% of the respondents are doing business, 11% of the respondents are
teacher/professor, and 9% of the respondents are doing agriculture.
CHART 5
OCCUPATION
9
20
34
11
26
0
5
10
15
20
25
30
35
40
Percentage
Occupation

31
TABLE NO: 6
INCOME
SL.NO INCOME FREQUANCY PERCENTAGE
1 Below 10,000 1 1
2 Rs. 10,000-15,000 149 49
3 Rs. 15,001-20,000 89 30
4 Rs. 20,001-25,000 61 20
TOTAL 300 100
INTERPRETATION:
of the respondents are earning Rs. 10,000-15,000 as their income, 30% of them are
earning Rs.15,001-20,000 as their income, 20% of them are earning Rs. 20,001-25,000
as their income, and 1% is belongs to below 10,000 as their income.
CHART 6
INCOME
1
49
30
20
0
10
20
30
40
50
60
Below 10,000 Rs. 10,000-15,000 Rs. 15,001-20,000 Rs. 20,001-25,000
Percentage
Income

32
TABLE NO: 7
CURRENTLY A PRODUCT USING BY CONSUMER
SL.NO PRODUCT FREQUANCY PERCENTAGE
1 Washing Machine 88 29
2 Air Conditioner 86 29
3 Printer 66 22
4 Refrigerator 60 20
TOTAL 300 100
INTERPRETATION:
of the respondents are using Samsung washing machine and air conditioner, 22% of them
are using Samsung printer, and 20% of them are using Samsung refrigerator currently.
CHART 7
CURRENTLY A PRODUCT USING BY CONSUMER
29 29
22
20
0
5
10
15
20
25
30
35
Washing Machine Air Conditioner Printer Refrigerator
Percentage
Currently a Product using by Consumer

33
TABLE NO: 8
GENERAL PERCEPTION ABOUT SAMSUNG
SL.NO PERCEPTION FREQUANCY PERCENTAGE
1 Excellent 151 50
2 Poor 104 35
3 Fair 45 15
TOTAL 300 100
INTERPRETATION:
From the above table it is inferred that, among the total number respondents, 50%
of the respondents are having perception as excellent about Samsung products. 35% of
them are having poor perception, and 15% of them are having fair perception respondents
are poor, and 15% of the respondents are fair perception about Samsung products.
CHART 8
GENERAL PERCEPTION ABOUT SAMSUNG
50
35
15
0
10
20
30
40
50
60
Excellent Poor Fair
Percentage
General Perception

34
TABLE NO: 9
MODE OF PURCHASE
SL.NO MODE OF PURCHASE FREQUANCY PERCENTAGE
1 By cash on delivery 189 63
2
By every month
instalment
111 37
TOTAL 300 100
INTERPRETATION:
of the respondents are buying through cash on delivery, and 37% of them are buying
through every month instalment.
CHART 9
MODE OF PURCHASE
63
37
0
10
20
30
40
50
60
70
By cash on delivery By early month instalment
Percentage
Mode of Purchase

35
TABLE NO: 10
AWARENESS ABOUT ASCENT E-DIGIT SOLUTIONS SAMSUNG
SHOWROOM
SL.NO AWARENESS FREQUANCY PERCENTAGE
1 Television 48 16
2 Word of mouth 89 20
3 Dealer 73 24
4 Bill board 90 30
TOTAL 300 100
INTREPRETATION:
From the above table it is inferred that, among the total number of respondent
30% of the respondents are aware through bill board, 24% of them are aware through
dealer, 20% of them are aware through word of mouth advertisement and 16% of them
are aware through television about ascent e-digit solutions Samsung showroom .
CHART 10
AWARENESS ABOUT ASCENT E-DIGIT SOLUTIONS SAMSUNG
SHOWROOM
16
20
24
30
0
5
10
15
20
25
30
35
Television Word of mouth Dealer Bill board
Percentage
Awareness about Ascent E-digit Solutions

36
TABLE NO: 11
FREQUENCY TO GET AFTER SALES SERVICE
SL.NO FREQUENCY FREQUANCY PERCENTAGE
1 0 time 35 12
2 1 time 155 51
3 2 times 93 31
4 3 times 15 5
5 4 times 2 1
TOTAL 300 100
INTREPRETATION:
From the above table it is inferred that, among the total number of respondent
51% of the respondents are received only one time after sales service,31% of them are
received 2times after sales service,12% of them are not received any after sales
service,5% of them are received 3times and 1% of them are received 4times after sales
service from Samsung showroom.
CHART 11
FREQUENCY TO GET AFTER SALES SERVICE
12
51
31
5
1
0
10
20
30
40
50
60
0 time 1 times 2 times 3 times 4 times
Percentage
Frequency to get After Sales Service

37
TABLE NO: 12
INFORMATION ABOUT THEIR AFTER SALES SERVICE
SL.NO INFORMATION FREQUANCY PERCENTAGE
1 Very well informed 91 30
2 Well informed 59 20
3 Poorly informed 121 40
4
Very poorly
informed
29 10
TOTAL 300 100
INTREPRETATION:
From the above table it is inferred that, among the total number of respondents
40% of the respondents are poorly informed, 30% of the respondents are very well
informed, 20% of the respondents are well informed, and 10% of the respondents are
very poorly informed about their after sales service.
CHART 12
INFORMATION ABOUT THEIR AFTER SALES SERVICE
30
20
40
10
0
5
10
15
20
25
30
35
40
45
Very well
informed
Well informed Poorly informed Very poorly
informed
Percentage
Information About

38
TABLE NO: 13.1
BUYING OF ANOTHER SAMSUNG ELECTRONIC PRODUCTS IN FUTURE
SL.NO PRODUCT FREQUANCY PERCENTAGE
1 Washing Machine 13 4
2 Air conditioner 41 14
3 Printer 68 23
4 Refrigerator 54 18
TOTAL 176 59
INTREPRETATION:
From the above table it is inferred that, among the total number of respondents,
23% of the respondents would like to buy Printer, 18% of them would like to buy
Refrigerator, 14% of them would like to buy Air Conditioner, and 4% of them would like
to buy Washing machine.
CHART 13.1
BUYING OF ANOTHER SAMSUNG ELECTRONIC PRODUCTS IN
FUTURE
4
14
23
18
0
5
10
15
20
25
Washing Machine Air conditioner Printer Refrigerator
Percentage
Buying of Products in Future

39
TABLE NO: 13.2
NOT PURCHASING OF SAMSUNG ELECTRONICS
SL.NO NOT PURCHASE FREQUANCY PERCENTAGE
1 High price 31 10
2 Rare availability of spare parts 93 31
TOTAL 124 41
INTREPRETATION:
31% of the respondents here said, due to rare availability of spare parts, they not purchase
Samsung electronic goods, and 31% of them here said due to high price.
CHART 13.2
NOT PURCHASING A SAMSUNG ELECTRONICS
10
31
0
5
10
15
20
25
30
35
High price Rare availability of spare parts
Percentage
Not Purchasing

40
TABLE NO: 14
ATTRACTION OF SAMSUNG PRODUCTS AMONG TODAY’S GENRATION
SL.NO ATTRACTION FREQUANCY PERCENTAGE
1 Strongly disagree 4 1
2 Disagree 16 5
3 Neutral 100 33
4 Agree 113 39
5 Strongly agree 67 22
TOTAL 300 100
INTREPRETATION:
39% of the respondents are neutral, 33% of the respondents are agree, 22% of the
respondents are strongly agree, 5% of the respondents are disagree, and 1% of the
respondents are strongly disagree.
CHART 14
ATTRACTION OF SAMSUNG PRODUCTS AMONG TODAY’S GENRATION
1
5
39
33
22
0
5
10
15
20
25
30
35
40
45
Strongly
disagree
Disagree Neutral Agree Strongly
agree
Percentage
Attraction of Samsung

41
TABLE NO: 15.1
FACTOR ANALYSIS
EXPECTATION OF THE SAMSUNG PRODUCTS
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .553
Bartlett's Test of Sphericity
Approx. Chi-Square 3785.242
Df 105
Sig. .000
Total Variance Explained
COMPONENT INITIAL EIGENVALUES ROTATION SUMS OF SQUARED
LOADINGS
Total % of Variance Cumulative % Total % of Variance Cumulative %
1 3.290 21.934 21.934 3.023 20.152 20.152
2 2.931 19.539 41.474 2.911 19.404 39.556
3 2.131 14.205 55.679 2.285 15.236 54.792
4 1.995 13.299 68.978 2.085 13.903 68.695
5 1.955 13.032 82.010 1.997 13.315 82.010
6 .859 5.730 87.740
7 .625 4.169 91.909
8 .377 2.515 94.424
9 .239 1.597 96.021
10 .162 1.081 97.102
11 .126 .840 97.943
12 .105 .702 98.644
13 .082 .549 99.193
14 .069 .463 99.656
15 .052 .344 100.000

42
Rotated Component Matrix
COMPONENT
1 2 3 4 5
Offers, price discount .835 .043 .157 .182 -.334
Service -.775 .014 .438 .148 .114
Performance .765 -.179 .061 .323 .446
Durability .742 .135 .025 -.487 -.008
Reliability .187 .831 -.062 -.002 -.104
Less maintenance cost -.229 .817 .090 -.240 -.019
Design style -.012 -.789 .074 -.044 .028
Gift -.060 .643 -.267 .287 .420
More models -.191 .176 .853 -.211 -.145
Quality .027 -.300 .792 .298 .050
Affordable Price .508 -.341 .675 .148 .259
After sales service .245 .281 .094 .848 -.015
Exchange product value .162 .192 -.019 -.776 .085
All product availability .302 .238 .211 -.031 -.852
Quick delivery .155 .231 .336 -.265 .813

43
INTERPRETATION:
From the factor analysis, it is found that only the five factors are highly affected
while buying Samsung products, the first factor is offer, price, discount (0.835) and the
2nd
factor is reliability (0.831) and the 3rd
factor is more model (0.853) and the 4th
factor
is after sales service (0.848) and fifth factor is quick delivery (0.813).

44
TABLE NO: 15.2
FACTOR ANALYSIS
EXPECTATION OF AFTER SALES SERVICE IN ASCENT DIGIT
SOLUTIONS
Component Initial Eigen Values Rotation sums of squared
loadings
1 3.442 34.422 34.422 2.794 27.938 27.938
2 1.815 18.150 52.573 2.414 24.144 52.082
3 1.785 17.850 70.422 1.834 18.340 70.422
4 .971 9.711 80.133
5 .654 6.539 86.672
6 .465 4.648 91.319
7 .444 4.438 95.757
8 .249 2.490 98.247
9 .107 1.074 99.321
10 .068 .679 100.000
Df 45
Sig. .000

45
Component
1 2 3
While fault was being rectified .880 .023 .258
Staff efficiency staff courtesy .839 .160 .021
Customer complain -.694 -.388 .162
Equipment returned -.592 .162 .094
Semi-Follow-Up -.008 .901 .050
Understanding and accessing
of your problem
.015 .900 -.007
Relationship maintain -.545 -.653 -.143
Service charges -.034 .291 .799
Time taken .347 .048 .773
Response .255 .273 -.688
INTERPRATATION:
From the factor analysis, it is found that only three factors are highly affected
expectation of after sales service in ascent digit solutions. The first factor is while fault
was being rectified (0.880) and the 2nd
factor Understands and accessing of your problem
(0.900) and the 3rd
factor is (0.799).

46
TABLE NO: 15.3
FACTOR ANALYSIS
SATISFIED WITH AFTER SALES SERVICES OF ASCENT DIGIT SOLUTIONS
SHOWROOM
Component Initial Eigen Values Rotation sums of squared
loadings
1 3.895 38.955 38.955 3.072 30.717 30.717
2 2.203 22.032 60.987 2.900 29.004 59.721
3 1.403 14.029 75.016 1.529 15.295 75.016
4 .798 7.985 83.000
5 .597 5.965 88.966
6 .501 5.012 93.977
7 .313 3.133 97.110
8 .168 1.682 98.792
9 .082 .822 99.614
10 .039 .386 100.000
Df 45
Sig. .000

47
Component
1 2 3
Response -.903 .196 -.121
Semi-Follow-Up -.898 -.105 .138
While fault was being rectified .706 .578 .053
Customer complain .620 .257 -.193
Relationship maintain .029 -.841 .266
Time taken .456 .812 .141
Understanding and accessing of your
problem
.387 -.710 .346
Equipment returned .236 .645 .231
Staff efficiency staff courtesy .006 .113 .906
Service charges -.392 -.388 .610
INTERPRATATION:
From the factor analysis, it is found that only the three factors are highly affected
satisfied with after sales services of ascent digit solutions showroom. The first factor is
while fault was being rectified (0.706) and the 2nd
factor is time taken (0.812) and the 3rd
factor is Staff efficiency staff courtesy (0.906).

48
TABLE NO: 16.1
ANALYSIS OF VARIANCE
The test of significance based on t-distribution is an adequate procedure for
testing the significance of the difference between two sample means. In a situation when
we have three or more samples to consider at a time, an alternative procedure is needed
for testing the hypothesis that all the samples are drawn from the population with the
same mean. The basic purpose of the analysis of variance is no test the homogeneity.
RELATIONSHIP BETWEEN INCOME AND EXPECTATION OF THE
SHOWROOM
Aim: To find the variance between the gender group of the respondents and expectation
level of about Samsung showroom.
Null Hypothesis (H0): There is no variance between the income group of the
respondents and expectation level of about ascent e-digit showroom..
Alternative Hypothesis (H1): There is a variance between the income group of the
respondents and expectation level of about ascent e-digit showroom.
INTERPRATATION:
As the calculated of F value (114.620) is greater than the table value (2) at 5%
so we reject the null hypothesis and there is a close significant difference among income
and expectation factors.
ANOVA
Income
Sum of
Squares
Df Mean
Square
F Sig.
Between
Groups
81.461 2 40.730 114.620 .000
Within Groups 105.539 297 .355
Total 187.000 299

49
TABLE NO: 16.2
RELATIONSHIP BETWEEN AGE AND SATISFIED WITH THE ASCENT
DIGIT SHOWROOM
Aim: To find the variance between the gender group of the respondents and satisfaction
level of about Samsung showroom.
Null Hypothesis (H0): There is no variance between the age group of the respondents
and satisfaction level of about ascent e-digit showroom.
Alternative Hypothesis (H1): There is a variance between the age group of the
respondents and satisfaction level of about ascent e-digit showroom.
INTERPRATATION:
As the calculated F value (9.740) is greater than the table value (2) at 5%. We
reject the null hypothesis and there is close significance difference in age and satisfied
with the ascent digit showroom.
ANOVA
Age
Sum of
Squares
Df Mean
Square
F Sig.
Between
Groups
4.517 2 2.259 9.740 .000
Within Groups 68.869 297 .232
Total 73.387 299

50
TABLE NO: 17
CHI SQUARE TABLE
PREFER THIS SHOWROOM AND FREQUENCY TO GET AFTER SALES
SERVICE
Null Hypothesis (H0):
There is no significant relationship between prefer this showroom of the
respondents and how many times did you get after sales service.
Alternative Hypothesis (H1):
There is significant relationship between prefer this showroom of the respondents
and how many times did you get after sales service.
Level Of Significance:
0.05 or 5% level of significance
CROSS TAB
HOW MANY TIMES DID YOU GET AFTER SALES SERVICE * SAT CROSS
TABULATION
Sat Total
0 Very less
importance
Less
importance
Neutral
How many times did you
get after sales service
0 times
Count 0 23 10 2 35
% within sat 0.0% 15.8% 9.4% 4.3% 11.7%
1 times
Count 0 31 91 33 155
% within sat 0.0% 21.2% 85.8% 70.2% 51.7%
2 times
Count 1 88 3 1 93
% within sat 100.0% 60.3% 2.8% 2.1% 31.0%
3 times
Count 0 2 2 11 15
% within sat 0.0% 1.4% 1.9% 23.4% 5.0%
4 times
Count 0 2 0 0 2
% within sat 0.0% 1.4% 0.0% 0.0% 0.7%
Total
Count 1 146 106 47 300
% within sat 100.0% 100.0% 100.0% 100.0% 100.0%

51
DEGREES OF FREEDOM
=(R-1)*(C-1)
=(5-1)*(4-1)
=(4)*(3)
=12
From the degrees of freedom with 5% level of significant the Table value,
TV = 0.000
Hence, calculated value is greater than the Table value,
CV>TV (180.233>0.000)
Null hypothesis is rejected.
INTERPRETATION:
Therefore, there is a significant relationship between preference about showroom and
frequency to get after sales service.
Chi-Square Tests
Value df Asymp. Sig.
(2-sided)
Pearson Chi-Square 180.233a
12 .000
Likelihood Ratio 190.464 12 .000
Linear-by-Linear
Association
6.162 1 .013
N of Valid Cases 300
a. 9 cells (45.0%) have expected count less than 5. The minimum expected
count is .01.

52
CHAPTER V
FINDINGS, SUGGESTIONS AND CONCLUSION
5.1 FINDINGS
 51% of the respondents are female gender.
 57% of the respondents are belongs to 31-40 years of age group.
 71% of the respondents are married
 71% of the respondents are studying in college.
 34% of the respondents are professional.
 49% of the respondents are earning Rs. 10,000-15,000 as their income.
 29% of the respondents are using Samsung washing machine and air conditioner
 50% of the respondents are having perception as excellent about Samsung
products.
 63% of the respondents are buying through cash on delivery.
 30% of the respondents are aware through bill board.
 51% of the respondents are received only one time after sales service.
 40% of the respondents are poorly informed.
 23% of the respondents would like to buy Printer in future years.
 31% of the respondents wait go for future purchase due to rare availability of
spare parts.
 39% of the respondents are said that, today’s generations are attracted by
Samsung.
FACTOR ANALYSIS
The following are analyzed
 The extracted three factors showed a cumulative variance of 82%, which means a
good factor analysis, has been done.

53
ANOVA ANALYSIS
The following are interpreted
 There is a variance between the income group of the respondents and expectation
level of about ascent e-digit showroom.
 There is a variance between the age group of the respondents and satisfaction
level of about ascent e-digit showroom.
CHI-SQUARE ANALYSIS
The following are analyzed
 There is significant relationship between prefer this showroom of the respondents
and how many times did you get after sales service.

54
5.2 SUGGESTION
 Samsung e-digit solutions have to provide adequate and updated information
about the product to the customer as and when required through the trained
persons.
 Customer database have to maintain for further contact by Samsung e-digit
solution of retain their customers.
 Samsung e-digit solutions have to introduce a minimum of 3 months instalment
credit periods to satisfy their customers.
 After their service, the showroom has to pass the information to their respective
customers regarding the service completion.
 The showroom has to increase the availability of spare parts to avoid the
inconvenience among the customers to use the product as their wish.
 While promoting all Samsung products the Showroom have to introduce free gifts
or trade discount to increase the sales.
 In future period, number of Samsung service centres have to be increased in erode
town to provide enough services for their customers.

55
5.3 CONCLUSION
From this study, it is very clear that ‘Ascent e-digit showroom’ has a great positive
impact among the high class and middle class people who are living in the ERODE town.
They increasing more number of electronic product issued to the used to middleclass. .
It’s the present day demand to run hand with the latest technology. If the same strategy is
continued or even improved, this scheme will create a great ‘good will’ by ascent e-digit
showroom. With the present study an attempt is made to describe the existing situation
regarding consumers’ perceptions about Samsung products. The study found that the
groups of buyers and non-buyers have significant differences in demographic
characteristics.

56
APPENDIX
A Study on Customer Satisfaction towards After-Sales-Service of Selected
Samsung Electronic Products with - Special Reference to
Ascent e-Digit Solutions (P) Ltd, Erode
Questionnaire
1. Name:
2. Gender
a) Male b) Female
3. Age (In Years)
a) 21-30years b) 31-40years c) Above 40years
4. Marital Status a) Married b) Unmarried
5. Education
a) Illiterate b) School Level c) College d) Professional e) Others (Specify)
6. Occupation
a) Agriculture b) Business c) Professional d) Teacher/Professor e) Employee
f) Others (Specify)
7. Income
a) Below 10,000 b) Rs. 10,000-15,000 c) Rs. 15,001-20,000 d) Rs. 20,001-25,000
e) Rs. 25,001-30,000 f) Above Rs. 30,000
8. Mention the product that your possess?
a) Washing Machine b) Air Conditioner c) Printer d) Refrigerator
9. What is your general perception about Samsung electronics product?
a) Excellent b) Good c) Fair d) Poor e) Worst
10. Which mode of purchase do you prefer?
a) By cash on delivery b) By early month instalment

57
11. kindly tick ( ) the following which factors would you consider while buying
Samsung products.
(VH- Very High, H- High, M- Medium, L- Low, VL- Very Low)
12. How for are you satisfied with the following factors?
(HS-Highly Satisfied, S-Satisfied, N-Neutral, DS- Dissatisfied, HDS- Highly
dissatisfied)
Serial
No
Factor VH H M L VL
1 Performance
2 Design Style
3 Service
4 Durability
5 Affordable Price
6 Offers, price discount
7 All product availability
8 More models
9 Less maintenance cost
10 Reliability
11 Quick delivery
12 Exchange product value
13 Quality
14 After sales service
15 Gift
Serial
no
Factor HS S N DS HDS
1 Performance
2 Design Style
3 Service
4 Durability
5 Affordable Price
6 Offers and price discount
7 All product availability
8 More models
9 Less maintenance cost
10 Reliability
11 Quick delivery
12 Exchange product value
13 Quality
14 After sales service

58
13. Kindly tick ( ) the following that, why do you prefer this showroom?
( HI-High importance, I- Importance, N- Neutral, L- Less importance, VLI-
Very less importance)
14. How for are you satisfied with ascent digit solutions showroom with the following
factors?
dissatisfied)
15 Gift
Factor HI I N LI VLI
Location
On time delivery
Price ( value for money)
Availability
After sales response
Knowledge of salesmen
Warranty, Guarantee
Comfortable
Technology up gradation
Superior quality
More models
Promotional offers
Quick delivery
Credit facility
Factor HS S N DS HDS
Location
On time delivery
Price( value for money)
All product availability
After sales response
Knowledge of salesmen
Warranty, Guarantee
Comfortable
Technology up gradation
Superior quality
More models
Promotional offers

59
15. kindly tick ( ) the following which among the following factors which would
you r expect in of after sales service in ascent digit solutions?
( HI-High importance, I- Importance, N- Neutral, L- Less importance, VLI-
Very less importance)
16. How for are you satisfied with after sales services of ascent digit solutions showroom
with the following factors?
dissatisfied)
Quick delivery
Credit facility
Factor HI I N LI VLI
Response
Semi-Follow-up
Understanding and accessing of your problem
Staff efficiency staff courtesy and friendliness
While fault was being rectified were you informed of the
situation
Time taken to repair faulty equipment
Equipment returned to all function condition
Customer complain handling
Relationship maintain with customers
Service charges
Factor HS S N D HDS
Response
Semi follow-up
Understanding and accessing of your problem
Staff efficiency staff courtesy and friendliness
While fault was being rectified were you informed of the
situation
Time taken to repair faulty equipment
Equipment returned to all function condition
Customer complain handling

60
17. How do you come to know about Ascent e-digit solutions Samsung showroom?
a) Television b) Word Of Mouth c) Dealer d) Bill board
18. How many times did you get after sales service?
a) 0 times b) One time c) Two times d) Three times e) Four times f)Above four times
19. How well informed by your Samsung showroom after their service?
a) Very well informed b) well informed c) Poorly Informed
d) Very Poorly Informed
20. Based on your overall experience in the after sales service of Samsung, would you
buy another electronic product from Samsung?
Yes [ ] No [ ]
If yes, what product would you like to purchase in near future
a) Washing Machine b) Air Conditioner c) Printer d) Refrigerator
If No, why did not purchasing a Samsung electronics product? Specify the reason.
a) Low quality b) High price c) Rare availability of spare parts
d) Others (specify)
21. Do you think that the Samsung is capable of attracting today’s generation?
a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly Disagree
22. Give suggestion for further improvement specify
Relationship maintain with customers
Service charges

61
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63
WEBSITES:
 http://www.gse.uci.edu/person/warchauer-m/docs/after sales service -jcer.pdf
 http://www.hbcse.tifr.res.in/episteme/episteme-1/allabs/david-abs.pdf
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 http://www.mcla.edu/academics/uploads/text-
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 http://www.cmu.edu/teaching/resource/publicationsarchives/studies whitepapers/l
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 http://www.after sales service.com
 http://phys.org/news10165.html#jCp

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