Analysis of post purchase satisfaction level of Mercedes Benz users

Abstract

Customer Satisfaction is the buzzword used by the business people for the success of organization in the present days. Due to the increases of heavy competition in every product –line it become difficult for the companies to retain the customers for long time. Therefore for further retaining the customers the marketer has to ensure customer satisfaction .If a customer is fully satisfied by the product it not only rub the organization successfully but also bring many benefits for the company They are less process sensitive and they remain customer for a longer period. Consequently they buy additional products overtimes as the company introduces related products or improved products. So customer satisfaction is gaining a lot of importance in the present days. Every company is conducting survey on customer satisfaction level on their products .To make the products up to the satisfaction level of the customers. So to gain the market share it is important for the company to ensure further satisfaction of its customers and to retain the reputation and image of it. Rancon Motors Ltd is the authorized distributor of Mercedes-Benz vehicles in Bangladesh since 2002. Since then this company has always tried to provide better sales and after sales services to their clients. MercedesBenz vehicles are highly sophisticated and the clients are of the elite class of Bangladesh. Another issue is the market competition. Mercedes-Benz faces direct competition from B.M.W, Volkswagen, Ford, Audi and Lexus. Secondary competitors are Toyota, Hyundai, Mitsubishi, Honda, Nissan and etc. So for the smooth sustain of the business Rancon Motors Ltd needs to know whether the clients are highly satisfied or not. The factors that describe the customer satisfaction are interior and exterior design, acceleration, leg room, boot space, seat comfort, reliability, fuel efficiency and overall performance of the vehicle. Another issues regarding customer satisfaction are attitude of sales persons and competence of service engineers. The opinions of users about these factors depict the customer’s satisfaction about Mercedes-Benz vehicle. Mercedes-Benz is one of the premium automotive brands of the world. It is highly praised by the users around the world for its high performance and quality. Users are highly satisfied by this brand all around the world. As RANCON motors Ltd is the authorized distributor of Mercedes-Benz it is to see that whether it can maintain the world class quality or not in case of customer satisfaction.