SATISFACTION LEVEL OF CUSTOMERS USING LOCAL AND IMPORTED CARS: AN ANALYSIS OF TANGIBLE AND INTANGIBLE ASPECTS OF VEHICLES

Authors

  • Danesh Mouazam

Abstract

Nowadays, cars are used/purchased commonly as cars have become everyone's basic priority, especially those who have buying power, while others buy cars to maintain/upgrade their social class. As the customers' needs and the demand for cars are increasing, automobile makers have to respond accordingly, keep them updated, and adopt changes. As technology changes day by day and advanced features are introduced in cars, customer satisfaction also changes. Makers of imported cars are adding new features at lower prices, and because of that, the market of domestic cars will be affected, and there is a chance of a decrease in sales of domestic cars. This research focuses on the impact of tangible and intangible aspects of a vehicle, which include ambiance as an intangible aspect, while feature and appearance are tangible aspects, and how these independent variables have an impact on customer satisfaction, which is a dependent variable. The previous literature tells us that researchers didn’t focus too much on customer satisfaction. The research is conducted through online questionnaires due to the pandemic situation. This research was conducted using a 5-point Linkert scale to make a questionnaire as recommended by other researchers, but the ‘0’ option in the Linkert scale was introduced to record the data if certain features were not available in the car. Purposive sampling is used in this research, and the sample size was 233 respondents located in Karachi. The result of the research shows that the reliability of the variables is highly consistent. The regression and correlation test was done on the data through Spss software, and the result shows that the independent variables, which are ambiance (Intangible aspect), feature, and appearance (Tangible aspect), have a significant impact on customer satisfaction, which, is the dependent variable. This research will be useful for both domestic and imported car makers located in Karachi to be aware of their gaps and to fulfill customer satisfaction. To understand the importance of this research we first need to think about the number of times we travel to the destination, most of the time it is done through a car but have we ever thought of such possibility of aspects before buying a car.

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Published

2023-12-31

How to Cite

SATISFACTION LEVEL OF CUSTOMERS USING LOCAL AND IMPORTED CARS: AN ANALYSIS OF TANGIBLE AND INTANGIBLE ASPECTS OF VEHICLES. (2023). SOCIAL AND MANAGEMENT SCIENCES RESEARCH JOURNAL, 1(2), 17-39. https://smsrj.com/index.php/smsrj/article/view/4