An Empirical Evaluation of After-Sales Service Quality and Customer Experience: A Comparative Study of Suzuki Motorcycle India Private Limited
An Empirical Evaluation of After-Sales Service Quality and Customer Experience: A Comparative Study of Suzuki Motorcycle India Private Limited
1. Ms. R. Javi Prabha MBA, NET
Asst Professor, School of Management,Dhanalakshmi Srinivasan University,
Tiruchirappalli, Tamil Nadu - 621112
Email: javiprabha.som@dsuniversity.ac.in
2. Vishnu Kumar V - 11724500116
II - MBA,
Dhanalakshmi Srinivasan University,Tiruchirappalli, Tamil Nadu - 621112
Abstract:In the modern automotive marketplace, competitive edges have significantly shifted from core product attributes to the holistic customer experience and post-purchase touchpoints. This journal article examines the quality of after-sales services and customer experience at Suzuki Motorcycle India Private Limited (SMIPL) relative to its main market competitors, such as Hero MotoCorp, Honda, TVS, and Bajaj Auto. Employing a descriptive, quantitative framework, primary survey data from 152 motorcycle owners in Bangalore was systematically gathered via specialized convenience sampling. Statistical examinations including Pearson Product-Moment Correlation, Chi-Square cross-tabulations, and Multiple Linear Regression analysis were performed to test critical behavioral hypotheses. The empirical findings reveal that while a vast majority of owners show extreme product satisfaction, particularly within the moped category (Suzuki Access 125cc), traditional post-service follow-up methods fail to yield a statistically linear progression in brand loyalty. Crucially, regression analysis isolates core vehicle quality, mileage expectations, and employee discipline as the primary drivers of comprehensive service evaluations. Conversely, significant deficiencies are identified in pricing transparency and dealership facility cleanliness, providing corporate strategists with clear pathways to refine service blueprints, mitigate consumer attrition, and support sustainable brand equity.
Keywords: After-Sales Service Quality, Customer Experience, SERVQUAL Model, Automotive Marketing, Suzuki Motors, Consumer Behavior.