Exploring Customer Satisfaction Drivers in the Automotive Sector: A Study of Volkswagen in Chennai

This study examines the key drivers of customer satisfaction among Volkswagen car owners in Chennai, a major metropolitan market within India’s rapidly evolving automotive sector. As competition intensifies and consumer expectations shift, understanding the multidimensional aspects of satisfaction spanning product quality, performance, after-sales service, brand perception, and pricing has become essential for enhancing customer retention and loyalty. Employing a structured questionnaire administered to 100 Volkswagen customers, the study uses both descriptive and inferential statistical tools to identify significant satisfaction determinants. Findings reveal that while customers express high satisfaction with product performance and driving experience, concerns persist regarding service accessibility, mechanical reliability, and maintenance costs. The research contributes to existing literature by contextualizing the SERVQUAL framework within an emerging-market automotive environment and offers actionable insights for automotive marketers and dealerships aiming to strengthen brand positioning and customer engagement. The study concludes with strategic implications for Volkswagen’s localization efforts in India and provides direction for future research on consumer satisfaction in price-sensitive markets.