IMPACT OF CUSTOMER SATISFACTION ON CUSTOMER LOYALTY AND RETENTION

Abstract

The study investigates the impact of customer satisfaction on customer loyalty and customer retention in the context of four-wheeler automobiles. Various service quality factors along with pricing and product quality combine to affect the customers’ satisfaction, loyalty and retention towards the brand. A total of 284 responses were gathered through a structured questionnaire administered via Google Forms, of which 243 were fully completed and usable for analysis. The analysis shows that customer satisfaction establishes a robust positive statistical link which connects to both customer loyalty and retention levels. Businesses must prioritize satisfaction improvements because doing so guarantees sustained loyalty with retention of their target customers.