Analysis of Customer Satisfaction to Internal Ambiance of Vehicles using Predictive Analytic Modeling

Abstract

Purpose: The main reason behind carrying out this research is to explain the current position of Pakistan’s automobile industry, what the customer expectations are and what they are doing to achieve quality standards and to meet the expectations of the customer and fulfill their satisfaction.The combination of questions addressed in this research has not been worked upon before(Adeel, 2019) Design/Methodology/Approach: As per the nature of this study, non-random sampling techniques used to collect the data. The sample size for current study was 231 customers of local and important vehicles as participants selected. To test the proposed model, a structured questionnaire was used to collect the data. Findings: Results that arise in quantitative data show customer satisfaction towards internal features of vehicles and successfully identify what factors having the highest impact on customer satisfaction are feeling, interior refinement, safety and ambient light Implications/Originality/Value: This will aid car manufacturers to do better market segmentation to target customers living in different cities of Pakistan as well as aid car dealers to know their customer needs regarding car. Moreover, when bigger sample size is used results may be differ from our results as more people will be engaged in survey from all over Pakistan that will help future researchers to know psychographic of people living in non-identical places of Pakistan.