Factors Affecting Customer Satisfaction in Purchasing Car

Globalization of the markets coupled with economic downturn had changes the pattern of customer behavior and consumption patterns. The customer buying behavior is a complex topic as many internal and external factors have impact on the level of satisfaction of the customer. From the past decade, previous researchers had attempted to understand how customers’ needs their responses and feedbacks. In 2017, the number of Honda Civic 2017 Model car owners has reached 109,511 units in Malaysia and the Malaysia’s southern region occupied 34% of Honda’s total sales compared to others car model (Honda, 2018; Lye, 2018). Seeing that the demand for this model is high, it is crucial to study the car owners’ satisfaction align with the automobile and organizational standards, especially through effective customer satisfaction measurement model. The objective of the research is to study the relevant factors that affecting customers’ satisfaction in purchasing Honda Civic car (model 2017). This research studied the factors (price, customers’ services, brand image and quality) in influencing the customers’ satisfaction. The results show that customers’ services and quality have significant relationship towards customers’ satisfaction. The findings would be useful for academicians to further study on factors related with this area or to find out whether similar to apply this to other industry as well.