Customer satisfaction and loyalty in a multi-powertrain environment : an analysis of service quality, product innovation, and demographic factors among Maruti Suzuki consumers in India

Abstract

The main purpose of this thesis was to understand how service quality, product innovation, and basic consumer differences affect customer satisfaction and loyalty among Maruti Suzuki users in India. This study was done at a time when the Indian automobile market is moving away from only petrol and diesel cars and shifting toward a mix of CNG, hybrid, and electric vehicles. As people now expect more modern features, better technology, and cleaner mobility options, it has become important to see whether Maruti Suzuki’s usual strengths are still enough to keep customers happy and loyal.

To study this, a simple quantitative survey was shared online with people who currently own or previously owned a Maruti Suzuki vehicle. A total of 100 responses were collected from urban, semi-urban, and rural areas. The survey was based on main four topics: service quality, product innovation, customer satisfaction, and customer loyalty. All responses were recorded on a five-point Likert scale and then the data was analysed using descriptive statistics, correlation tests, and basic regression methods, checks were also done to make sure the questions were reliable and valid.

The results showed that both service quality and product innovation have a positive effect on customer satisfaction. Most customers were happy with Maruti Suzuki’s service network and overall reliability however, many users felt that the company needs to work towards including modern technology in their vehicles, especially when compared to brands that offer more advanced features. The findings concluded that a satisfied customers are much more likely to stay loyal to the brand, consider buying it again and recommend it to other people. Slight difference in patterns was noticed on the basis of age, income and location.

Overall, the findings showed that still the service quality plays the biggest role in building satisfaction and loyalty among consumers but innovation is also becoming more important as customers expect modern and eco-friendly op-tions. The study suggests that companies should pay attention to demographic differences and improve their technological features while continuing to provide strong service in order to stay competitive in India’s changing automobile market.