A Study on the Role of Service Quality in Enhancing Customer Satisfaction and Purchase Decisions in the Indian Automobile Sector

Abstract: This study examines the effect of automobile sector services on customer satisfaction and buying behavior. The study assessed services, their contribution to customer experience, and potential for improvement through a mixed-methods approach, mainly quantitative, based on survey data and literature reviewed through SPSS.1 Results indicate that service quality, after-sales service, warranty policy, availability of spare parts, and customer service have a significant effect on satisfaction. Customers value prompt, effective servicing, customized support, open communication, and timely complaint resolution.1 This report provides an overview of the service-satisfaction nexus with a focus on customer-centric delivery and offering actionable recommendations to industry players aimed at improving brand reputation and competitive positioning. Keywords: Customer Satisfaction, Purchase Decision, Indian Automobile Sector, After-Sales Service, Spare Parts Availability, Warranty Policy, Customer Service, Automobile Showroom Experience, Vehicle Maintenance