Paper Contents
Abstract
Background: Brand loyalty, repurchase behavior, and long-term market sustainability are all significantly influenced by customer satisfaction, especially in traditionally dominant industries like motorcycles. The multifaceted effects of customer satisfaction on Royal Enfield, a legendary motorcycle brand known for its emotional consumer engagement and heritage value, are examined in this study. Objectives: This study aims to (1) analyze the impact of customer satisfaction on brand loyalty and repurchase intent, (2) examine how product quality, after-sales service, pricing, and emotional connection influence customer experience, and (3) explore customer narratives to understand underlying expectations and satisfaction gaps.Methodology: An explanatory sequential mixed methods design was adopted, beginning with structured surveys of 250 Royal Enfield customers analyzed using descriptive statistics. This was followed by semi-structured interviews with a purposive subsample to contextualize quantitative findings, with insights interpreted through thematic analysis.Key Findings: The study reveals a strong emotional attachment to the Royal Enfield brand among young adults, driven by lifestyle alignment and brand identity. However, satisfaction levels are moderated by concerns regarding engine reliability, service accessibility, and maintenance costs. Cross-analysis indicates that customers who feel a stronger community affiliation are more likely to recommend the brand, despite moderate functional dissatisfaction.Significance: This research offers a comprehensive view of how customer satisfaction shapes brand outcomes in legacy motorcycle brands. Academically, the study contributes to mixed methods research in consumer behavior, and practically, it supports strategic decision-making for customer-centric innovation at Royal Enfield.
Copyright
Copyright © 2025 Ajay Rathnam R. This is an open access article distributed under the Creative Commons Attribution License.
