Mayas Publications logo
Buy Books Buy journals

Journal Issues

Back To Archive
Customer Satisfaction and Buying Behavior of Tata Motors
Senthilkumar Ajay Guru, Student, Firebird Institute of Research in Management, Chettipalayam, Coimbatore – 641201: R. Sona, Assistant Professor, Firebird Institute of Research in Management, Chettipalayam, Coimbatore – 641201.
Pages: 1-14 | First Published: 05 Dec 2023
Full text | Abstract | PDF | References | Request permissions

Abstract

Customer satisfaction and buying behavior are critical components in shaping the success and growth of automotive companies. This study explores the intricate dynamics of customer satisfaction and buying behavior concerning Tata Motors, a leading player in the Indian automotive sector. With a focus on identifying the key factors influencing customer satisfaction, this research employs a mixed-methods approach, combining quantitative surveys and qualitative interviews with Tata Motors’ customers. The study reveals that product quality, service excellence, pricing strategies, and brand reputation significantly impact customer satisfaction. The survey data indicates that customers perceive Tata Motors' vehicles as reliable and durable, contributing positively to their overall satisfaction. However, aspects such as after-sales service and customer support emerged as areas requiring improvement. The findings suggest that enhancing service quality and addressing customer concerns promptly can further elevate satisfaction levels. Furthermore, the research delves into buying behavior, highlighting that customers' purchase decisions are influenced by a combination of functional and emotional factors. Factors such as vehicle performance, fuel efficiency, and technological advancements are primary determinants in the decision-making process. Emotional drivers, including brand loyalty and perceived value, also play a significant role. The study's insights are valuable for Tata Motors as they provide actionable recommendations for enhancing customer experience and refining marketing strategies. By addressing identified areas of improvement and leveraging strengths, Tata Motors can better align with customer expectations and preferences, thereby driving higher levels of satisfaction and fostering brand loyalty. 

Keywords: Customer Satisfaction, Buying Behavior, Tata Motors, Automotive Sector, Service Quality, Brand Loyalty, Purchase Decision, Mixed-Methods Approach.

References

  1. Aaker, D. A. (1996). Building Strong Brands. Free Press. This book provides comprehensive insights into brand management and the creation of strong brand identities. 

  2. Bitner, M. J., Booms, B. H., & Tetreault, M. S. (1990). "The Service Encounter: Diagnosing Favorable and Unfavorable Incidents." Journal of Marketing, 54(1), 71-84. This paper examines factors affecting service encounters and customer perceptions. 

  3. Christensen, C. M. (1997). The Innovator’s Dilemma: When New Technologies Cause Great Firms to Fail. Harvard Business Review Press. This classic work explores disruptive innovation and its impact on established companies. 

  4. Davis, F. D. (1989). "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology." MIS Quarterly, 13(3), 319-340. This study introduces the Technology Acceptance Model (TAM). 

  5. Delmas, M. A., & Toffel, M. W. (2008). "Organizational Responses to Environmental Demands: Opening the Black Box." Strategic Management Journal, 29(10), 1027-1055. This article discusses organizational responses to environmental pressures. 

  6. Dick, A. S., & Basu, K. (1994). "Customer Loyalty: Toward an Integrated Conceptual Framework." Journal of the Academy of Marketing Science, 22(2), 99-113. This paper provides a framework for understanding customer loyalty. 

  7. Grönroos, C. (2007). Service Management and Marketing: Customer Management in Service Competition. Wiley. This book outlines service management strategies and customer relationship management. 

  8. Keller, K. L. (2003). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Prentice Hall. A foundational text on building and managing brand equity. 

  9. Kotler, P., & Armstrong, G. (2018). Principles of Marketing. Pearson. This book offers a comprehensive overview of marketing principles and strategies.