IMPACT OF PRODUCT QUALITY, PRICE ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY IN AFTER SALES SERVICE OF CAR SEGMENTS IN TAMILNADU

Franklin John Selvaraj; Subramani Krishnamurthi

Volume : VII, Issue : VI, June - 2018

IMPACT OF PRODUCT QUALITY, PRICE ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY IN AFTER SALES SERVICE OF CAR SEGMENTS IN TAMILNADU

Franklin John Selvaraj, Subramani Krishnamurthi

Abstract :

The purpose of this paper is to analyze theimpact of product quality and price on customer satisfaction and customer loyalty. The research was carried out on the after sales service of car�s based on three different car segments viz. Economy, Premium and Super Premium car segments. The conceptual framework describes the influence of product quality and price on customer satisfaction and customer loyalty. The sampleswere collected from cities like Chennai, Madurai, Coimbatore and Trichy of Tamilnadu in India. Multi stage sampling method was used for data collection. The structured questionnaire was used to collect 1085 respondents.ANOVA was used to interpret the data. Product quality and price were equally impacts on customer satisfaction and customer loyalty among different car segments.