1Department of BBA. KL Business School, Koneru Lakshmaiah Educational Foundation, KL University, Green Fields, Vaddeswaram, Guntur, Andhra Pradesh, India.
2Department of Management Studies, Jagan’s Institute of Engineering & Technology, Choutapalem, Nellore District, Andhra Pradesh, India.
3Project Manager, Mercedes Benz Research and Development India Pvt. Ltd., Bangalore, Karnataka, India.
4Department of Mechanical Engineering, Vignan’s Foundation for Science Technology and Research, Vadlamudi, Guntur, Andhra Pradesh, India.
5Department of Computer Science and Engineering, Sona College of Technology, Salem, Tamil Nadu, India..
6College of Management, SRM Institute of Science and Technology, Ramapuram, Chennai, Tamil Nadu, India.
Article Publishing History
Received: 27/03/2021
Accepted After Revision: 05/06/2021
Customer satisfaction is seen as an index to find the emotional state of a customer that defines the positive aspirations to define the joy of a customer. The marketers focus mainly on making their customers happy, however, the marketing or servicing tactics or campaigns cannot do this but a positive experience of a user with emotional bonding can do this. Hence, with such motivation, the present study finds how well the customers are happy post sales of a car or servicing of a car. This study finds the customer experiences on how their vehicles are serviced and this defines the measure of satisfaction and customer loyalty. The study conducts a questionnaire survey on 1000 patients at different service center executives and car owners. The analysis is conducted using SPSS tool to find the positive experience and its significant impact on satisfaction and customer loyalty.
Customer Satisfaction, Car Service, Experiential Marketing, Loyalty
