Examining the Impact of Various Factors on Customer Satisfaction and Brand Loyalty Towards the Electric Vehicle Segment in Indian Auto Mobile Industry

The electric vehicle (EV) industry has been through a massive boom due to the rise of environmental safety, increase in government initiatives in terms of subsidy, and technical advancement in India. The aim of this study is to identify how customer satisfaction and brand loyalty have twined together to influence the specific market of electric vehicles in India, mainly in Bangalore city. As a descriptive research case, it investigates how customer satisfaction influences brand loyalty in the Indian electric vehicle market. The research also attempt to identify specific attributes that impact user satisfaction and affect user loyalty towards EV brands, namely vehicle reliability, pricing, extent of charging infrastructure, after-sales support, and product quality. As per convenient sampling method, the data is collected using a structured questionnaire from sample of 256 customers from Bangalore city and analysed using statistical tools such as ANOVA and regression analysis. Finally, the study concludes that several factors like vehicle reliability, pricing, charging infrastructure, after-sales support, and product quality have a positive impact on customer satisfaction, and further influence brand loyalty toward e-vehicles in Bangalore city in India.