A STUDY ON IMPACT OF CUSTOMER SATISFACTION TOWARDS CUSTOMER LOYALTY AND RETENTION WITH SPECIAL REFERENCE TO HERO MOTORS

Author (s) : G.Mohammadhi, P. Rajeshwari, D.C.Lakshmi Priya, R.Mano Chitra

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Abstract :
The automobile sector is one of the most vibrant manufacturing Industries in India. The Indian au mobile market can be divided into several segments, such as, two wheelers, three wheelers and commercial conveyances. Indian roads in most cities, villages and towns are narrow. Two-wheelers sanction people navigate such roads facilely and it makes the quotidian peregrinate both affordable and convenient. At present competition among the two wheeler manufacturers is growing stiff. All the players in the market are endeavoring to hold their place in the minds of the consumers. Branding is around for centuries as an expedient to identify and differentiate the goods and accommodations of one engenderer from those of another. Brands are considered to be the valuable assets of business. The brands such as, Hero, TVS, Suzuki, Bajaj, Honda, Mahindra, Royal Enfield and Yamaha are the popular brands in the automobile industry. Consequently, the study has been undertaken to study the gratification level of the customers towards culled branded two wheelers. The main objective of this paper is to study on the Impact of Customer Satisfaction towards customer loyalty and retention with special reference to Hero Motors. A descriptive study was done on primary data collected from 100 respondents on basis of judgmental sampling. 125 respondents were given questionnaire and 100 were found to be fully usable for analysis. Questionnaire was used to collect primary data. Likert five point scaling was given to customers for their impact of Demographical factors on Apparel retail store selection. IBM SPSS Statistic version 20.0 was used for this analysis and the following tools were administered 1) Reliability Test 2) Factor Analysis and 3) Multiple Regression Reliability test was made and the obtained coefficient alpha value (Cronbach's alpha) was 0. 0.937, and hence the data had satisfactory reliability. Factor analysis and Multiple Regression was used to find the Factors Influencing Customer Satisfaction towards the Selection of Honda Bike.

Keywords : Customer Satisfaction, Loyalty And Retention, Hero Motors

Conference Date : 13/11/2020

Pages : 80

Paper ID : 20080