Customer Satisfaction Survey Analysis: A Case Study of KIA Motors

This report presents an analysis of a customer survey conducted for KIA Motors to evaluate its business performance and customer satisfaction. The survey, administered via Survey Monkey, gathered feedback on various aspects, including reasons for choosing KIA Motors, duration of customer loyalty, recommendation likelihood, service frequency, influencing facilities, service plan coverage, cultural alignment, customer offerings, and overall service experience. The data analysis reveals key findings such as the importance of the 7-year warranty and low-cost maintenance, a high likelihood of customer recommendation, a preference for service every three months, and the influence of online booking and customer awareness initiatives. The report concludes by highlighting the need for KIA Motors to focus on customer requirements, improve interior facilities, enhance brand recognition, maintain top-tier service quality, ensure product durability, foster innovation, and respect cultural values to sustain and improve customer satisfaction and market position. This document is available on Desklib, where students can find a wide range of study resources, including past papers and solved assignments.

Sample and analysis
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Table of Contents
Introduction......................................................................................................................................3
Purpose of the survey.......................................................................................................................3
Development of a survey.................................................................................................................3
Administration process....................................................................................................................3
Data analysis....................................................................................................................................4
Key findings.....................................................................................................................................5
Conclusion.......................................................................................................................................7
References........................................................................................................................................8
Appendix..........................................................................................................................................9
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Introduction
The external factors such as vendors, customers, suppliers, etc are the most prominent factors for
a business in order to extend the business performance. The main objective of getting the aspects
of the business can gradually increase the factors of productivity and increase the numbers of
customers. In terms of making higher profit and revenue generation, the companies deal with the
customers’ requirements and concentrate on their basic necessities. This statement is clearly
displaying the performance of KIA Motors. KIA Motors is one of the largest leading
organizations gradually satisfying their customer by providing them out of the box service.
Basically this assignment showcases the business performance and other aspects with the help of
a random survey sampling. This survey will illustrate the concerns related to the KIA motors.
The survey has been conducted for the purpose of outlining the major issues and how can be
solved.
Purpose of the survey
This is important to explain the objective or motivation behind the survey as it will make the
base of starting the survey in essential methods. The primary reason for this specific survey is to
comprehend the viewpoint of customers in regards to the administrations of KIA motors.
Alongside that, this will likewise comprehend the present needs of improvisation in the
organization (de Moura and Botter, 2017).
Development of a survey
This is the most important part to utilize the appropriate strategy to achieve the procedure of
surveys. The methodology which has been utilized to commence the survey is Survey monkey.
Survey monkey is one of the most effective tools for making online cloud-based surveys. This
instrument has utilized in this assessment to interact with the individuals and served to carefully
get their reactions.
Administration process
The survey has been conducted through the assistance of online survey sampling tool that is
survey monkey. The web connection of specific survey has distributed among the customers and
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requested that they give their reactions. This has provided a better understanding of their
qualities and respect for efficiency.
The explanation for selecting this platform for collecting the survey, survey monkey is the most
understandable & dependable to be utilized. Besides, this is very difficult to approach every
place or each customer just to get the responses of customers it could be more hectic or time-
consuming. To accomplish the reactions in the given time with accurate and centric results,
survey monkey is the best alternative to be utilized (Grant, et. al., 2015).
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Data analysis
Question 1 Based on the below categories, why you are buying the product of KIA motors?
The graphical representation is illustrating that most of the customers have suggested the equal
rate and percentage of suggestions in the context of buying the products of KIA motors. As
mentioned that 6 people are likely towards 7-year warranty services and 6 are likely towards
low-cost maintenance 2 peoples are going behind wider interior space but nobody gave other. It
is clearly demonstrating that services of KIA motors are comparatively good and better than any
other car brand. Out of 15 responses, one respondent has skipped the question may be due to
some personal reason.
Question 2 since how long you are the part of KIA motors? If not, please select the last
option?
This survey has illustrated the question and asked the people so they said that they are the part of
KIA motors since a very long time. After the segregation, it has been found that people are
categorized in the time interval such as 5 of them have chosen less than 3 years, 4 of them have
chosen 4-6 years, 2 of them choose more than 6 years and 4 have chosen none of the above. So
basically it is demonstrating that most of the customers are the part of KIA motors since a very
long time. However, those who are not may they either about to become or have not experienced
KIA motors yet (Maingi, 2014).
Question 3 How would you recommend the KIA motors to the other members?
This graphical representation has clearly demonstrated that out of 15 surveys, nobody has
selected the strongly oppose or oppose. It is clearly showcasing that people are very likely to use
the services of KIA motor in terms of retaining their relationship. The graphical representation is
demonstrating that 7 people will strongly recommend the services, 6 will recommend the
services and 2 were happy with the services but no likely to recommend.
Question 4 How often does the KIA motor cars need servicing & maintenance?
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Based on this question, the respondents have chosen that most of the customers prefer that a car
service is required once in 3 months. Some of the customers have also selected other options
such as 3 have selected once in a month, 2 have selected once in 2 months, 8 have selected once
in 3 months and 1 has selected no suggestion. So this graphical representation has clearly stated
that a car of KIA motors needs service almost once in 3 months (Soviar, et. al., 2019).
Question 5 which service or facility influences you to be the part of KIA motors?
The facilities and services are provided by the KIA motors influence its customer in terms of
positive manner. There are almost three major services that have been provided to the customers
such as online bookings, customer awareness and accident repairs. So 7 customers have selected
the services of online booking, 5 customers have selected its customer awareness and 3 are in
favour of accident repairs. In the event of getting higher recognition, this question has provided a
clear understanding of their services.
Question 6 what do the KIA motors service plan covers at the most digestible prices?
This graphical representation has demonstrated that most of the customers likely to pay less and
get high-quality services. So this question is demonstrating that which of its service customer
like the most because of fewer prices. 8 customers have like the cost of car parts, 4 customers
have selected lubricants & labours, 1 has selected MOT test and 2 have selected other services of
the company. This question is clarifying the aspect that customers are like it cost of the car parts
as they are very pocket-friendly (Xu, et. al., 2017).
Question 7 Are the KIA motors values the culture and recent trends of Australia?
As the survey is displaying the results that customer is in favour of culture and trends. The
customers have understood that the services and products in the market of Australia clearly
understand the aspects and respect the culture and lifestyle of people. The recent trends have
demonstrated that 12 customers are in favour of KIA motors 3 customers are not in favour.
Basically the results are showing that KIA motors are correctly and ethically growing in other
international boundaries.
Question 8 what do KIA motors offer to its customers?
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This question is underlying the concern related to the customer requirement such as the needs
and demand of the customers. Customers are experiencing the services of the KIA motors in
many ways but which customer is like it’s what service is demonstrating by this representation. 3
customers have selected that medical & UIF services, 4 customers have selected integrity and
prosperity, 7 customers have selected the insurance policies and 1 has selected other services.
Basically, these services are enough likely to retain customers (Konrad, 2019).
Question 9 How would you rate the service process of KIA motors?
The rating on the basis of KIA motor services has suggested by the customers in this survey
according to their likelihood. The most important part is getting the feedback with from each
customer and understand what they didn’t like the services. 7 customers like the services of KIA
motors as excellent, 6 customers have selected the acceptable performance of KIA motors and 2
have selected poor services of KIA motors. The customers have provided this feedback on the
basis of the overall performance.
Question 10 In terms of the relationship how would you rate the overall experience with
KIA motors?
The KIA motors are a family which will include each customer whoever is the part of their
family. Every organization has a motive of increasing the strength of the customers and increase
the market share. However, it depends on the customer whether they want to be part of the
organization or not. The survey is illustrating the performance that 6 customers have selected the
excellent services provided by the KIA motors, 7 customers have selected the services of
acceptable and 2 have selected poor services. Basically the results are clarifying that KIA motors
are providing the best services to its customers.
Key findings
The concentration on customers’ requirements in the product
If the management of KIA motors will concentrate on the customer demand, they can easily cope
with the factors have encountered in 1st question. The customers have chosen services with
relative benefits (El-Adly, 2019). KIA motors should improvise the interior facilities also.
The recognition and promotion of the company
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The retention of customers and increment in the strength of the customer can only possible with
the help of extreme promotions and high recognition of the brand. Customer awareness is very
important to increase productivity.
The maintenance of top position sustainably
Getting the customer satisfaction is the most important priority but it is not likewise easy.
Achievement of the top position is not a big deal; maintaining the top is the most part. People
will only like the services if they get the best. Generally, people discuss the positive side with
fewer people but they about the negative side each relative or friend.
The good durability of the products & services
The services and products successfully delivered to the customers are not enough but the
durability of the products is also very important. The products should be most durable and the
maintenance is their product does not take less time (Alam, 2018).
Innovation and commercialization
The organization should always be innovative and commercialized. The main objective of
getting the products more recognizable, KIA motor should introduce the services which reduce
the time of the customers.
Increase the recognition of each facility and service
The increment of the products and services recognition is way more important than only
introducing them. The prices and budget allocation of the services are very important to be set
according to the customers’ viewpoint.
Follow the culture, tradition and lifestyle of customer
If any organization enters in any international boundary, it is very important to respect the
culture and tradition of the country according to the demand of the customer. Else the
organization won’t able t get sustain in the new environment (Mouwen, 2015).
Concentration on customer satisfaction and awareness
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Provide the essential products and other services to the customer is a vital part but making the
customers aware by giving them additional services to the customers also plays a very important
role. The safety and security of the customer are also very important for the organizations.
Feedback and reviews
Asking for the feedback and reviews from the customers on the purchase of products and
services can give a direct viewpoint of customers about the organization. The performance
measurement can only possible with the help of getting reviews of internal and external
feedback.
Effective coordination and customer engagement
The involvement of the customer in the engagement programs can also lead the business to the
next level. The main objective of involving the customers in the business is to increase the
numbers of customers and increase the recognition of brand (Sao, et. al., 2017).
Conclusion
On the basis of this report, it has been concluding how the managers and leaders are integrating
with the sampling and survey benefits to measure the performance of KIA motors. It is very
important to keep in mind that using the survey sampling is way to collect the data and also can
record the information on a real-time basis. Using i-cloud technology in collecting the response
is very proficient method. This survey has been conducted to collect the information apart from
customer satisfaction, product or service quality. Hence, the survey has been conducted in a
well-appropriate manner.
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References
Alam, K., 2018. As Online Car Shopping site, The Customer Service Activities And Customer
Satisfaction Of BDCarwebs (Doctoral dissertation, Daffodil International University).
de Moura, D.A. and Botter, R.C., 2017. Toyota production system-one example to shipbuilding
industry. Independent Journal of Management & Production, 8(3), pp.874-897.
El-Adly, M.I., 2019. Modelling the relationship between hotel perceived value, customer
satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, 50, pp.322-332.
Grant, P., Botha, E. and Kietzmann, J., 2015. Branded flash mobs: moving toward a deeper
understanding of consumers’ responses to video advertising. Journal of Interactive
Advertising, 15(1), pp.28-42.
Konrad, A., 2019. Customer retail Experience as a new approach for creating dealership sales
loyalty in the automotive industry. Proceedings of The 14th IAC 2019, p.240.
Maingi, P.W., 2014. Internal and external factors affecting choice of motor vehicle models: A
case study of Toyota Kenya. International Academic Journal of Information Sciences and
Project Management, 1(2), pp.80-98.
Mouwen, A., 2015. Drivers of customer satisfaction with public transport
services. Transportation Research Part A: Policy and Practice, 78, pp.1-20.
Sao, A., Singh, S., Dixit, S., Pandey, A.K. and Singh, S., 2017. Quality, productivity and
customer satisfaction in service operations: An empirical study. International Journal of
Mechanical Engineering and Technology, 8(10), pp.579-596.
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Soviar, J., Holubčík, M., Vodák, J., Rechtorík, M. and Pollák, F., 2019. The Presentation of
Automotive Brands in the On-Line Environment—The Perspective of KIA, Peugeot, Toyota and
VW in the Slovak Republic. Sustainability, 11(7), p.2132.
Xu, A., Liu, Z., Guo, Y., Sinha, V. and Akkiraju, R., 2017, May. A new chatbot for customer
service on social media. In Proceedings of the 2017 CHI Conference on Human Factors in
Computing Systems (pp. 3506-3510). ACM.
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Appendix
Question 1 Based on the below categories, why you are buying the product of KIA motors?
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Question 2 since how long you are the part of KIA motors? If not, please select the last
option?
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Question 3 how would you recommend the KIA motors to the other members?
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Question 4 how often does the KIA motor cars need servicing & maintenance?
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Question 5 which service or facility influences you to be the part of KIA motors?
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Question 6 what do the KIA motors service plan covers at the most digestible prices?
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Question 7 Are the KIA motors values the culture and recent trends of Australia?
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Question 8 what do KIA motors offer to its customers?
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Question 9 how would you rate the service process of KIA motors?
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Question 10 In terms of relationship how would you rate the overall experience with KIA
motors?
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