Volume : 11, Issue : 3, MAR 2025

CAPITALIZING ON BUSINESS DEVELOPMENT AND CHALLENGES IN THE DIGITAL ERA RESEARCHED BY STUDENTS, PG DEPARTMENT OF COMMERCE WITH COMPUTER APPLICATIONS, MANNAR THIRUMALAI NAICKER COLLEGE MADURAI.

A STUDY ON CUSTOMER SATISFACTION TOWARDS ROYAL ENFILED BIKE IN MADURAI CITY

AYYAPPAN P, MANIKANDA PRABHU R, DR.S.MANJULA

Abstract

This study investigates customer satisfaction towards Royal Enfield bikes in Madurai City, aiming to assess the key factors that influence customers’ perceptions and experiences with the brand. The research focuses on evaluating aspects such as product quality, after-sales service, pricing, and brand image, all of which contribute to the overall satisfaction of Royal Enfield motorcycle owners. Data for this study was collected through surveys and interviews with Royal Enfield bike owners in Madurai, analyzing their experiences with the bikes and the services provided by the company. The findings suggest that product quality, particularly the performance and design of the bikes, plays a significant role in customer satisfaction, while after-sales service and the availability of service centers are also crucial factors influencing loyalty. Additionally, the pricing and brand image are identified as key determinants of the customer’s decision to purchase and recommend Royal Enfield motorcycles. Based on the results, the study provides recommendation for enhancing customer satisfaction, including improving customer service, addressing pricing concerns, and strengthening brand engagement in Madurai. This research contributes valuable insights into the customer satisfaction dynamics of the Royal Enfield brand in a regional market offering guidance for improving customer retention and market positioning.

Article : Download PDF

Cite This Article

-

Article No : 55

Number of Downloads : 824

References

1. Kumar, A., & Gupta, R. (2016).”A Study of Customer Satisfaction Towards Royal Enfield Motorcycles in Delhi NCR". International Journal of Business and Management Invention, 5(6), 01-08.

2. Oliver, R. L. (1999). Whence Customer Loyalty? Journal of Marketing, 63(Special Issue), 33-44. https://doi.org/10.2307/1252099.

3. Parasuraman, A., Zeithml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 12-40.

4. www.royalenfield.com/in/en/home/