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In today’s situation, the customer has multiple alternatives to choose at various points of purchase (POP). Therefore, dealers and sales personnel need to know the pulse of the customer and the customer’s touch points by thoroughly understanding the customers’ needs and wants. Thus, creating a superior customer value and ways to increase customer satisfaction is the order of the day during the purchase, prior to purchase, as well as post purchase process. At any point of time if the customer tends to be dissatisfied on any grounds, viz., emotional, psychological and personal ground, it will lead to customer switching behavior. In order to cater to the customers’ needs and satisfy them, various strategies, viz., customer service cell with highly trained personnel, emergency services and quick after-sales service and support, etc., have been identified. This study aims to identify the level of customer satisfaction rendered through the quality of service by the dealers, sub-dealers and retailers of the mini pump purchasers in Coimbatore city. This analysis was carried out using the input data collected from 250 respondents at various POP. The outcome of the study revealed that the commitment by the sellers, quick after-sales service, extended warranty terms and attitude of the sales personnel play a significant role in rendering customer satisfaction. |
