The motorcycle industry in India has witnessed rapid growth and intense competition, making customer satisfaction a critical differentiator for long-term brand success. Royal Enfield, one of India\\\'s most iconic and heritage motorcycle brands, has carved a unique niche in the premium segment. Despite its growing market share, there is a dearth of systematic empirical research on how specific product quality dimensions influence the satisfaction levels of Royal Enfield users. This study aims to fill that gap by empirically examining the influence of product quality — measured across five dimensions: performance, reliability, durability, aesthetics, and after-sales service quality — on the overall customer satisfaction of Royal Enfield motorcycle users. A descriptive research design was adopted, with primary data collected from 320 Royal Enfield owners in the Coimbatore district of Tamil Nadu, India, using a structured questionnaire based on a five-point Likert scale. The sampling technique employed was purposive sampling. Data were analyzed using reliability analysis, descriptive statistics, correlation analysis, and Structural Equation Modelling (SEM) through AMOS 24. The findings reveal that all five product quality dimensions have a significant positive influence on customer satisfaction, with reliability (β = 0.71) and after-sales service quality (β = 0.68) emerging as the most influential predictors. Performance (β = 0.62), durability (β = 0.59), and aesthetics (β = 0.54) also contributed significantly. The study recommends that Royal Enfield should prioritize improvements in its authorized service network and spare parts availability to enhance customer delight and strengthen brand loyalty.
Shankarii et al. (2026) studied this question.