A Study on Customer Satisfaction and Brand Loyalty of Honda Motorcycle and Scooter India Pvt. Ltd. in Jodhpur

The present research study analyses the degree of customer satisfaction and brand loyalty towards Honda Motorcycle and Scooter India Pvt. Ltd. (HMSI) in the city of Jodhpur. The research assesses customers' experiences with product quality, support service, price, and maintenance. Based on a survey of 85 customers, results indicate high product satisfaction but point to after-sales service and spare part gaps. Hypothesis testing indicated a very strong positive relationship between brand loyalty and customer satisfaction. The research presents strategic suggestions on how to develop customer experiences and loyalty in the semi-urban markets.