Empirical Analysis on the Impact of Perceived Product Price, Quality and Services on Customer's Satisfaction and Loyalty with Special Reference to Automotive Industry of Pakistan

The objective of the study is to find out the impact of perceived product price, quality and amenity on loyalty of customers of automotive industry in Pakistan. For knowing customer preferences in relation to price, quality and service, we have developed a questionnaire to collect the data from more than 300 active dealerships customers from different cities of Pakistan. Five point Likert scale was used for analysis of the attitude and preferences of the respondents. Statistical Package for Social Sciences (SPSS) was used to draw the results. Regression and Correlation analytical techniques were used to measure relationship between independent and dependent variables. Our empirical analysis show that there is significant relationship between product price, quality and services on customer loyalty and satisfaction.