Volume : 10, Issue : 3, MAR 2024
OPPORTUNITY GENERATION AND EARLY BUSINESS DEVELOPMENT RESEARCHED BY STUDENTS PG DEPARTMENT OF COMMERCE WITH COMPUTER APPLICATIONS, MANNAR THIRUMALAI NAICKER COLLEGE, MADURAI
A STUDY ON CUSTOMER SATISFACTION TOWARDS YAMAHA BIKES IN MADURAI CITY
SRI VIGNESHWARAN. S, NAGA ARJUN. P, DR. S. RAJAMANI
Abstract
This study into the realm of customer satisfaction to Yamaha bikes in Madurai City, aiming to provide insights into the factors influencing customer satisfaction and their perceptions towards Yamaha's products and services. The research employs a mixed-method approach, utilizing both qualitative and quantitative methodologies to gather comprehensive data. The qualitative phase involves in-depth interviews and focus group discussions with Yamaha bike owners and enthusiasts, exploring their experiences, preferences, and expectations from Yamaha as a brand. Meanwhile, the quantitative phase comprises structured surveys distributed among a diverse sample of Yamaha bike owners across various demographics in Madurai City. Key findings reveal the significant determinants of customer satisfaction, encompassing aspects such as product quality, performance, reliability, after-sales service, brand reputation, and pricing. Additionally, the study identifies areas where Yamaha excels and areas requiring improvement to enhance overall customer satisfaction. The results of this study provide valuable insights for Yamaha's marketing and management teams to formulate strategies aimed at bolstering customer satisfaction, thereby strengthening brand loyalty and market presence in Madurai City's competitive two-wheeler market. Moreover, the findings contribute to the existing body of knowledge on customer satisfaction within the automotive industry, offering practical implications for both academia and industry practitioners.
Keywords
CUSTOMER SATISFACTION, PRODUCT QUALITY, BRAND REPUTATION, BRAND LOYALTY, MARKET PRESENCE.
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