Determinants Of Customer Satisfaction Towards Smart Electric Two-Wheeler Brands: An Empirical Study in Erode District

Abstract

A smart electric two-wheeler is a battery-powered vehicle integrated with advanced digital technologies that provide efficient, connected and eco-friendly transportation. Customer satisfaction refers to the extent to which customers' expectations are fulfilled by a product or service after its purchase and use. Customer satisfaction towards smart electric two-wheeler brands is determined by factors such as product quality, smart technology features, service quality, charging infrastructure, and brand image. These determinants influence customers’ overall experience, loyalty, and intention to continue using and recommending the brand. The rapid growth of smart electric two-wheeler brands in Erode District has increased the need to understand the factors influencing customer satisfaction. Despite technological advancements and government support, customers continue to face issues related to product quality, smart features, service quality, charging infrastructure, and brand image. Hence, this study aimed to examine the determinants of customer satisfaction towards smart electric two-wheeler brands in Erode District, Tamil Nadu. The study adopted a descriptive research design, utilizing both primary and secondary data sources. A simple random sampling technique was employed to select a sample of 225 customers using smart electric two-wheelers in the study area. The primary data were collected using a structured questionnaire designed to obtain information on the respondents' demographic profile, product quality, smart technology features, service quality, charging infrastructure, brand image, and customer satisfaction towards smart electric two-wheeler brands. The questionnaire consisted of closed-ended questions and five-point Likert scale statements. The collected data were systematically coded and converted into numerical form for statistical analysis. Statistical tools such as percentage analysis, mean, standard deviation, Chi-square test, and multiple regression analysis were employed to analyse the data. In addition, null hypotheses were formulated to examine the relationship between customer satisfaction towards smart electric two-wheeler brands and the selected independent variables. This study observed that high level of satisfaction towards smart electric two-wheeler brands is perceived by the customers who belong to have Ather brand, have less than 1 year of ownership, travelling above 40 km daily and using vehicles for personal purposes.