An Examination on Customer Satisfaction Towards Air-Conditioner User in Chennai City
C. Kathiravan1, V. Suresh2, Padmaja Bhagavatham3, V. Palanisamy4

1Dr. C. Kathiravan, Associate Professor, Department of Business Administration, Annamalai University, India
2V. Suresh, Doctoral Research Scholar, Department of Management Studies, Manonmanium Sundaranar University, Tirunelveli (Tamil Nadu), India.
3Padmaja Bhagavatham, Doctorial Research Scholar, Department of Business Administration, Annamalai University, India.
4V. Palanisamy, Doctorial Research Scholar, Assistant Professor, Department of Business Administration, Annamalai University, St. Joseph University, Virgin Town, Ikishe Model Village, Dimapur, Nagaland, India.
Manuscript received on 19 September 2019 | Revised Manuscript received on 06 October 2019 | Manuscript Published on 11 October 2019 | PP: 380-384 | Volume-8 Issue-2S10 September 2019 | Retrieval Number: B10640982S1019/2019©BEIESP | DOI: 10.35940/ijrte.B1064.0982S1019
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Abstract: The article tries to find out the customer satisfaction towards air-conditioner users in Chennai city. Two objective of this study is reached through proper methodology. Sample size was 200. Convenience sampling technique was used in this study. Reliability of this tool is 0.82 and 0.88. Analysis was done through path analysis. It is found that there is influence of brand preference and factors determining purchase of air-conditioner on customer satisfaction towards air-conditioner. Research also identified that there is influence of customer satisfaction on brand loyalty towards air-conditioner. Hence, it is concluded that distributers and marketers require to framework best pricing strategies, star ratings, warranty and guarantee, product quality etc.
Keywords: Convenience Sampling Technique, Customer Satisfaction, Brand Preference, Brand Loyalty and Factors Determining Purchase of Air-Conditioner.
Scope of the Article: Social Sciences