Customer Relationship Management Practices in Motor Vehicle Service Agencies a Study

Abstract

CRM practices in motor vehicle service sector require prudent consideration due to increased competition . Service quality is a fundamental aspect of ca r service provision as substantial profits are generated in the servicing of vehicles. The study was conducted using a convenience sample of 3 Maruti Suzuki Authorised dealer cum service center of Upper Assam and 100 respondents who were owners of various models of Maruti vehicles. The customer perceives the way in which the service is delivered as critical in evaluating service quality. Though there exist a CRM practices in the auto agencies of Upper Assam, however, such relationships need to be redefined .