A Study on Identification of the Factors Influencing Customer Satisfaction at Two Rivers Harley-Davidson and Establishing a Relationship Between Them

A STUDY ON IDENTIFICATION OF THE FACTORS INFLUENCING CUSTOMER SATISFACTION AT TWO RIVERS HARLEY-DAVIDSON AND ESTABLISHING A RELATIONSHIP BETWEEN THEM

ABSTRACT

Purpose: This project aims at exploring the theoretical foundations of customer relationship management at Two Rivers Harley-Davidson, identifying "key drivers" (satisfiers and dissatisfiers) of the customers, and establish a relationship between them and Customer Satisfaction.

Design//approach: CRM was derived from systematic comparative analysis of the relevant relationship marketing literature. Two questionnaires were designed to collect data from two types of respondents: Existing customers and Prospective Customers.

Methodology: Once the data has been collected, only the sound list needs to be extracted by calculating the response rate. The Validity test needs to be conducted which as per the stability criterion calculates only those factors which are strong (mostly above 0.6). After validation, only those responses are used to calculate the measure of elements contributing to customer satisfaction for the two types of respondents using a regression model.

Findings: As per the analysis conducted on the data collected via two questionnaires, there is an impact of certain Satisfaction Attributes and Problems