A STUDY ON CUSTOMER SATISFACTION TOWARDS YAMAHA BIKE IN MADURAI CITY

Special Issue - Innovative Commerce: Bridging Business and Computer Applications (ICBBCA-2026) |PG Department of Commerce with Computer Applications, Mannar Thirumalai Naicker College, Madurai – March 2026| International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)

Abstract

Customer satisfaction plays a vital role in determining the success and growth of any business organization. In the competitive two-wheeler industry, understanding customer perception and satisfaction level has become highly important for sustaining market position. Yamaha bikes are well known for their performance, design and advanced technology, which attract a large number of customers across different age groups. The two-wheeler sector in India has witnessed tremendous growth over the past few years due to increasing demand for affordable and convenient transportation. In cities like Madurai, motorcycles are widely used for daily commuting, business purposes, and personal transportation. Customer satisfaction towards Yamaha bikes depends on various factors such as performance, mileage, price, comfort, design, after-sales service and availability of spare parts. The present study aims to analyze and evaluate the level of customer satisfaction towards Yamaha bikes in Madurai city. The study focuses on identifying the factors influencing customer satisfaction and measuring the overall perception of customers regarding Yamaha bikes. Understanding these aspects will help in identifying areas of improvement and enhancing customer loyalty. The findings of the study will provide useful insights for improving service quality and strengthening the brand position of Yamaha in Madurai city.

References

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Keywords

Customer Satisfaction, Yamaha Bikes, Two-Wheeler Industry, Consumer Perception, After-Sales Service, Brand Loyalty, Purchase Decision, Madurai City.