Identifying The Key Drivers of the Customer Adoption and Retention OF Hitech Motors Authorized Dealer Pvt. Ltd

This project aims to identify the major factors influencing customer adoption and retention at Hitech Motors Authorized Dealer Pvt. Ltd. Using a structured quantitative approach, primary data was gathered from 203 respondents through surveys. The study employed various statistical tools such as descriptive analysis to understand customer demographics and satisfaction levels, chi-square tests to examine associations between variables like gender and perception, correlation analysis to identify relationships among satisfaction, trust, and loyalty, and factor analysis to uncover the underlying dimensions of customer perceptions. Results indicate that customers generally hold favourable views regarding product quality and brand trust. However, areas like service responsiveness and product range need improvement. Despite weak correlations among variables, factor analysis revealed that multiple independent drivers such as service quality, engagement, and product satisfaction—collectively impact customer loyalty and retention. The study recommends strategic enhancements in customer service, personalized communication, and product portfolio expansion to build long-term customer relationships and competitive advantage.