Keywords
Compact SUVs
Brand Image
Service Quality
Customer Expectations
How to Cite
Abstract
The automotive industry is characterized by rapid innovation and intense competition, particularly within the compact SUV segment, which has witnessed a surge in consumer interest over the past decade. As manufacturers strive to capture market share, understanding the factors that influence customer satisfaction has become paramount. This study investigates the intricate relationship between customer satisfaction and customer expectations specifically within the context of compact SUV cars. By examining how customer expectations act as a moderating variable in shaping satisfaction levels, this research aims to illuminate the underlying dynamics that drive consumer perceptions and experiences. The research employs a quantitative approach using Partial Least Squares Structural Equation Modeling to examine the relationships between key satisfaction drivers and Customer Satisfaction. A structured questionnaire was administered to compact SUV owners, producing 374 samples that reflect the distribution of major automobile brands. The findings reveal that Service Quality, Product Quality, Brand Image, and Value for Money significantly influence customer satisfaction, whereas User Experience does not have a statistically significant effect. Customer Expectations exhibit both a strong direct effect on satisfaction and a positive moderating influence on the relationship between Brand Image and Customer Satisfaction. The study underscores the importance of managing expectations and delivering consistent value to sustain satisfaction and loyalty in the competitive automobile market. These insights provide valuable implications for marketers, automobile dealers, and service managers seeking to enhance customer experience and retention.
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