Willard Hom (2016) presents two broadly classified customer satisfaction models viz.

Macro-models, which place the customer satisfaction among a set of related constructs in
marketing research and Micro-models, which theorize the elements of customer satisfaction. The
paper also gives various models of customer satisfaction from the perspective of the marketing
research discipline.

Vavra, T.G. (2015) in his book suggests specific programmes to improve the
measurement of customer satisfaction in an organization. The author describes five critical skills
required for this taskviz.sampling /customer-participant selection, questionnaire design,
interviewing /survey administration, data analysis, and quality function deployment-building
action plans.

Peyton, R.M. (2015) in their working paper submitted at the Allied Academies
International Conference presented a comprehensive review of the literature on various
Customer Satisfaction and Dissatisfaction (CS/D) theories proposed. The literatures are
specifically prior to the 1990s. This review focuses on the major components of the decision-
making process, also addresses the measurement-related issues relevant to this body of literature.

Lokhande, Vishal Sunil Rana(2015) in their study of Marketing Strategies of Indian

Automobile Companies: A case study of Maruti Suzuki India Limited found that March 2008
Maruti Suzukis sales were Rs.21221 crore which is Rs.21.559 more than March 2007. The
industrial sales of Maruti Suzuki in the year March 2008 was Rs.20070.9 crore which is 23.26%
greater than previous year and also concluded that todays scenario the success of company lies
in structuring and restructuring the marketing strategies and continuous innovation of product
and service.

Ramesh Sardar (2014) in their study on Brand preference of passenger cars in

Aurangabad District found that 60 percent of the respondents are under graduate and 60% of the
respondents are using Maruti Cars and concluded that Indians are conscious about the price and
fuel efficiency. Whoever is selling low-priced, fuel-efficient small cars will succeed and they are
liked to see large volume of sales.

Shriram shimpi(2013) in their study on Consumer Buying behavior for used cars in
Pune city found that 84 percent of the respondents have purchased Maruti Suzuki cars and
concluded that number of factors influencing such as mileage, available spare parts, comport,
and safety etc., buying behavior of used car owners in India

Gauhan Fatma and Ela Kumari(2012) in their study on Marketing Strategies of

Maruti Suzuki limited found that majority of respondents was more satisfied with the fuel
efficiency, maintenance cost, and after sales service and conclude that continuously providing
good attributes and also should introduced less price car.

Koushiki Choudhury, Arvinandan Mukherjee (2011) argue that relationship marketing

implies attracting, maintaining and enhancing customer relationships and it is beneficial because
acquiring new customers is more costly than retaining existing ones, and one of the determinants
of the success of the relationship marketing strategies of a firm is how the customers perceive the
resulting service quality.

Graham Charlton (2010) has highlighted the findings in the report from E-consultancy
2011 Customer Engagement Report, that companies have stared the use of social media for
customer service and companies are really seeing the benefits of social media as customer
service channel which allows companies to handle complaints, question and deliver real time
information.

Gaurav Patra (2009) has mentioned that investing in cutting edge technologies, high
end equipments and robust infrastructure, will be of little use, unless the customers are serviced
satisfactorily, thus Tata Teleservices Limited, adopted and deployed Customer Satisfaction,
which helped the company to cater to the varied needs of its vast customer base and this moved
the company to higher customer service levels.

Celent (2008) concluded that banks can gain full value from their investments in
Customer Satisfaction technology by leveraging on customer knowledge and TCF bank a
midsize that has a community banking culture realised the same and implemented Customer
Satisfaction for its online banking process and this helped TCF bank to reap rewards during
direct customer interaction.

Akhila, Ali Ashan and Thayyullathi(2007) in their study of A study on customer

satisfaction Towards Maruti Suzuki in Coimbatore found that majority 31 percent of the
respondents were using SUV type cars, and also concluded that the Maruti Suzuki cars are the
best and fast moving brands.

P.Krishnaveni(2006) in her article focuses on historical developments, financial analysis

and various brands of Maruti Suzuki. The article highlighted the performance of Maruti Suzuki
with respect to Production, Manufacturing and Exports of company. The article also describes
the various innovations of the company for e.g introduction of Electronic power steering,
introduction of superior quality of 16*4 hypertech engines.

R.C.Bhargava, Seetha(2005) in their book, The Maruti Story, focuses on the journey &
developments of Maruti Suzuki India Limited. Mr.Bhargava in his book pointed that Maruti
Udyog established new standards of quality, productivity, industrial relations and customer care
in the Indian automobile industry and the manufacturing sector at large. He also mentioned that
Maruti Suzuki not only dominate the Indian car market within a short period of time but also
showed that India could manufacture and export a sophiscated product to all demanding markets
of western Europe. He also emphasized that Maruti Suzuki is rapidly building research & design
capabilities so that in a few years small cars can be designed and engineered in India.

Sumit Jain & Dr.R.K.Garg(2004), in their research paper described about current
scenario of automobile industry and challenges facing by Industry. They pointed that, the
companies have to shorten product lifecycles in order to react to the expectations of individualize
and fast changing consumer demands with innovative products, and the integration of strategic
partners with more responsibilities.

Rajkumar Gautam & Sahil Raj(2003), in their research paper depicted the scenario of
automobile sector of the world and India. In their paper they have investigated that the
globalilzation process has affected the sector in all the areas of manufacturing, sales, personal
research & development and financing. They also concluded that, in order to meet the challenges
posed by globalization the Indian automobile manufacturers need to ensure the technological
advancement, appropriate marketing strategies and adequate customer care feedback system in
their organizations.
 Elliott and Cameron, 2003, When price, brand name and technical features are
invariant, consumers prefer local brands to foreign brands. Consumers generally prefer global
brands when they perceive the local brands to be inferior.

Purohit(2002) explored the relationship between primary markets for new cars and
secondary markets for used cars and found that the depreciation of used cars is influenced
strongly by the types of changes in the new model cars.

Morton et al.(2000-2001and 2002) investigated the effect of internet car referral

services on dealer pricing of automobiles in California, and compared the online transaction
prices to regular street prices.

Raja and suresh (2000) ranked the small cars on sales support, vehicle design, purchase
support, cost of ownership and delight features as underlying factors of customer satisfaction