University Report: Impact of Customer Satisfaction on Toyota Sales

This report delves into the crucial relationship between customer satisfaction and Toyota's sales performance. It investigates how factors like product quality, customer service, and pricing influence customer loyalty and, consequently, sales figures. The assignment explores the cause-and-effect dynamics, analyzing survey data and literature reviews to demonstrate the positive correlation between customer satisfaction and Toyota's market success. Key aspects include the impact of store atmosphere, technical service, and service advisors on customer perception. The report also examines the significance of brand reputation and affordable pricing in fostering customer loyalty. The findings emphasize the importance of maintaining product quality and offering competitive services to retain customers and achieve sustainable sales growth. Recommendations include a focus on price fairness, brand reputation, and continuous improvement in customer service to enhance customer loyalty and overall business performance.

Running Head: Impact of Customer Satisfaction
The Impact of Customer Satisfaction on Toyota’s Sales Performance
Name of the Student:
Name of the University:
Author’s Note

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THE IMPACT OF CUSTOMER SATISFACTION ON TOYOTA’S SALES PERFORMANCE
Table of Contents
Introduction......................................................................................................................................2
Aim of the project........................................................................................................................2
Objective......................................................................................................................................3
Literature Review........................................................................................................................3
Methodology................................................................................................................................4
Discussion/Results.......................................................................................................................5
Toyota Customer Loyalty............................................................................................................6
Conclusion.......................................................................................................................................7
Recommendation.............................................................................................................................7
Reference.........................................................................................................................................9

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THE IMPACT OF CUSTOMER SATISFACTION ON TOYOTA’S SALES PERFORMANCE
Introduction
Customer satisfaction can be defined as the measurement which caters to the reason of happiness
for the customers where the product and services are offered at a suitable price and range. The
customers are satisfied with the information, rating and the survey which helps the company to
determine how to best improve or change its services (Agnihotriet al, 2016). In this assignment
the cause and effect is catered on the impact of the customer satisfaction on sales performance at
Toyota. Toyota is a Japanese multinational automobile manufacturer founded by Kiichiro
Toyoda in 1937 with it’s headquartering in Japan. In the year 2017 Toyota’s corporate structure
is consisted of 364445 employees throughout the world. According to the latest research it is
found that Toyota is the tenth largest company in the world in terms of revenue. The strategy of
the company’s management is to follow the philosophy which has evolved from the
manufactures origin and has been reflected in terms of Lean Management and Just in Time
Production (Xing et al, 2018). The managerial value for Toyota is collectively called the
managerial values and business methods.
Aim of the project
The aim of the assignment is to show the cause and effect relationship on the impact created on
the sales performance of Toyota and also catering the customer satisfaction. Further in the
assignment the relationship between the perceived value, price, quality, customer satisfaction is
highlighted. The candidates were exposed to the questions which were regarding the specified
brand and their type of purchase. These elements are most important in this assignment so that it
can be shown that how these four factors cater to customer satisfaction and their decision making
to purchase Toyota product.

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THE IMPACT OF CUSTOMER SATISFACTION ON TOYOTA’S SALES PERFORMANCE
Objective
The objective of the assignment is to create a platform for the customer loyalty which defines
whether Toyota is able to manipulatethe brand to become loyal to their customers. This creates to
be ansignificant factor which leads the company to success in all automobile industry. In this
assignment the primaries focus in on the customer loyalty and their reason of satisfaction while
purchasing the brand (Baber 2018). With the help of this assignment it can be shown that more
of loyal customers will tend to increase the profit of Toyota Company. According to the latest
research it is found that the respondents are prone to more of the “yes” option of more than 60%
of the respondents and an approximate of 33% of the respondent are choosing the option of
“Maybe” and the rest of 7% are stuck to “no”.
Literature Review
The research on consumer satisfaction comes with the product and is typically influenced
with the confirmation of expectations relative to the outcome ofthe product (Malliari and Sirkeci
2017). This paper analyses the impact of interpersonal activities on satisfying the present and
empirical results (Malliari and Sirkeci 2017). In an additional approach of purchase satisfaction
it has to be specified on cognitive effect such asthe extent to which the product outcomes and
meets the exceeding expectations (Hatani 2017). The data is obtained from the people who visit
the store and the customers who purchase the car. The member were in a customer panel in two
phase study of consumers which are the experience of the automobile repairs and services and
examines the antecedents and consequences of the customer satisfaction (Chiarini,Baccarani and
Mascherpa2018). This study focuses on the product ambiguity and is easy to evaluate the

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performance of the product. The assignment is based on the cause and effect relationship of
customer satisfaction on using Toyota and the main objective is to investigate on the quality,
price and expectation after the customer are satisfied and why the customer favour the product
(Hatani 2017). Hence the findings of the survey shows a preliminary indication of the trade-offs
which caters between the customer satisfaction and how they share the market goals. With the
increment of the market share it tends to be an increase in the level of customer satisfaction.
(Hatani 2017)The consumers on the other hand use various other brand and medium to drive out
their satisfaction and establish the post purchase behaviour. The objective of this paper is to
reflect on the scenario of satisfaction and its concrete relation between the productivity of the
brand and customer satisfaction.
Methodology
The purpose of the research for the customer satisfaction is the involvement of factors
that affect the customer loyalty for Toyota cars (Malliari and Sirkeci 2017). This particular
assignment describes the independent variable which is the customer service perception and
customer loyalty. The research was conducted on the customers who had visited the store and the
users of the brand. The interview with the customers and the consumers took place with 10
questions that described the target population of United Kingdom and represented the screening
of the questions with five independent and dependent variables. The researcher selected the
descriptive method instrument to evaluate each of the variables. This meant that the outcome of
the research is described by examining the relationship between the different variables. The
research that is applied in survey of the customers is the non-profitability sampling method to
find the sampling unit in this study. The profitability sample caters the process of sampling
which is randomly chosen whereas the non-profitability sampling is the probability where a

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specified number of the population caters to unknown information. The researcher in this study
applies the judgement sampling and convenience sampling (Sharma 2017).Using judgement
sampling can be a factor of advantage for the company because this approach is well understood
and it has refined through the experience of overall many years. The auditor of Toyota is given
the opportunity of bringing the judgement and expertise to play (Iglesias et al, 2016). This
method has no specific knowledge of statistics and no time is wasted in playing along the
mathematics (Etikan, Musa and Alkassim 2016). The other name of judgement sampling is
purposive sampling and is the non-profitability technique tends to be an experienced individual
select this technique based on appropriate characteristics of the sample members.
On the other hand the second technique of sampling which is used is convenience
sampling in which the sampling method is used to gather more of information from the users of
the brand and is mostly conveniently catered and is called accidental sampling (Etikan, Musa and
Alkassim 2016). This type of sampling are often referred to explore the descriptive research
where money and time are critical constraints. Hence it is beneficial as a sampling method to
obtain a large number of finished questionnaires economically and quickly. These hypothetical
testing supports the conceptual framework.
Discussion/Results
The product quality perceptive is an important factor to analyse the customer satisfaction for
Toyota products. As per the data collection most of the respondents tends to agree on the
important agenda that the product quality is 45%. The next criteria are 38% which strongly agree
that the product is an important factor when it comes to customer’s intent to make a purchase of
the brand. The last variety is the lowest range which caters to strongly disagree that the brand is
not loyal and the percentage is 1% of the population of users.

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Customer Service Perceptive
This determines the total satisfaction on the customers while using Toyota cars and there are
three main elements which separate out the store atmosphere, technical service and lastly the
service advisors. In case of store atmosphere there are majority of the customers who agree that
the atmosphere is very important to enhance the purchase power of the customers (Greer, Lusch
and Vargo 2016). In case of service advisor the company makes it a point to cater the audience
with accurate service for their car and render the yearly services also. Lastly the factor of
technical service of Toyota is meant to be specified on engineering and other services which is
performed by the company for the users of the brand. These factors in return increase the
customer satisfaction on Toyota products and its services. Hence in order to increase the
customer satisfaction level Toyota must cater these services at its highest level and must render
its quality service on each department so that the needs and wants of the customers are satisfied.
Toyota Customer Loyalty
With the assistance of customer satisfaction it is a customer who response and comes out when
the consumers are experienced with a pleasurable level of fulfilment when the evaluation of the
product takes place. However the features of Toyota tend to create an additional attribute which
in turn leads to create an advantage and consider the value addition to a particular product. The
importance of the features showcase the quality of product being sold by the company and it
tends to attract the customer also (Hatta, Rachbini and Rahmawati2018). The advantage of these
factors is its feature which cannot be ignored and the users are also asked for their feedback of
the product. The main aspects that the customer looks for in the vehicle are the economy fuel,
seating capacity, picking up of vehicle, status symbol, resale value and performance reliability.

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Conclusion
Hence it can be concluded that the cause of customer satisfaction tends to be completely
the role of the company which it plays to satisfy the potential and current customer with the
offering made. The company fosters the main aspect of serving the customer because they are the
people who cater the increase in profit and revenue system. The effect is on the company
because they examine the reasons of satisfying their customer at large scale by making huge
offerings in price, quality and catering the economical factors. Hence the result of the research
on customer satisfaction shows the strong positive relationship within the customer and the brand
and builds a positive relationship with the brand. The performance quality builds up a strong
bond with the customer satisfaction and the customer considers that quality is all above the
aspect before making the purchase. Hence in this paper it depicts the cause of customer
satisfaction and the reason why the company is successful today. Maintaining the quality of the
product is an integral part of the company this as a result increases he satisfaction of the
customers.
Recommendation
Hence it can be recommended that for increasing the customer satisfaction it is important
to understand the factors that affect the customer loyalty of Toyota. The understanding of the
factors are based on the understanding of demographic factors that helps the company to market
the design appropriately and keep their potential customers in the target list and gain competitive

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advantage in the market. Therefore the first recommendation can be made on the three factors
which are the maintenance of price, brand reputation and customer satisfaction. However the
loyalty of the customers increases when they get the fair offering in price to purchase and good
reputation. The findings indicate that the price is directly proportionate to the purchasepattern
loft eh customer. However the customer satisfaction leaves a strong positive bond with the
customer loyalty. On the other hand it can be suggested that the company needs to focus on
satisfying the customer with good reputation and offering at affordable prices. Hence this would
as a result lead to an increase in customer satisfaction and the customer will be reliable on the
services it offers in that given cost. It can also be suggested that the price of spare parts and
maintainace cost should be offered at affordable price so that Toyota can retain its customers
instead of losing them. To wholesale the cars at fair price it can be suggested that the company
must establish the manufacturing and assembling of the products in the country itself instead of
importing and exporting cars. This would as a result reduce the cost of import taxes and also
reduce the transportation cost.

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Reference
Agnihotri, R., Dingus, R., Hu, M.Y. and Krush, M.T., 2016. Social media: Influencing customer
satisfaction in B2B sales. Industrial Marketing Management, 53, pp.172-180.
Baber, H., 2018. Service quality perception of customers–a study of Toyota motors in
India. Organizations and Markets in Emerging Economies, 9(18), pp.311-323.
Chiarini, A., Baccarani, C. and Mascherpa, V., 2018. Lean production, Toyota Production
System and Kaizen philosophy. The TQM Journal.
Etikan, I., Musa, S.A. and Alkassim, R.S., 2016. Comparison of convenience sampling and
purposive sampling. American journal of theoretical and applied statistics, 5(1), pp.1-4.
Greer, C.R., Lusch, R.F. and Vargo, S.L., 2016. A service perspective. Organizational
dynamics, 1(45), pp.28-38.
Hatani, L., 2017. Integrated Supply Chain Management Practices in the Flow Information
Toyota Car Dealer in Kendari. The International Journal of Engineering and Science, 6(1),
pp.36-43.
Hatta, I.H., Rachbini, W. and Rahmawati, E., 2018. Marketing Mix Analysis, Purchase
Decisions, And Customer Loyalty Of Toyota Yaris In Jakarta, Indonesia.
Iglesias, C.P., Thompson, A., Rogowski, W.H. and Payne, K., 2016. Reporting guidelines for the
use of expert judgement in model-based economic evaluations. Pharmacoeconomics, 34(11),
pp.1161-1172.
Malliari, L. and Sirkeci, I., 2017. Performance of direct mail in building customer loyalty in
Greek automotive sector. Int. J. of Business Performance Management, 18(1), pp.1-24.

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Sharma, G., 2017. Pros and cons of different sampling techniques. International journal of
applied research, 3(7), pp.749-752.
Xing, P., Yang, M., Tsuge, B., Flynn, T., Lawrence, J. and Siegmund, G.P., 2018. The Accuracy
of Toyota Vehicle Control History Data during Autonomous Emergency Braking (No. 2018-01-
1441). SAE Technical Paper.