Abstract
This study explores customer satisfaction with Hyundai cars, with a specific focus on Blue Hyundai services, to enhance overall customer-centricity in the competitive automobile industry. Using a mixed-methods approach, quantitative survey data and qualitative feedback were collected to identify key factors influencing satisfaction, examine its impact on brand loyalty and retention, assess areas for service improvement, and determine overall satisfaction levels. The findings contribute valuable insights for Hyundai Motor Company and Blue Hyundai to strategize and improve customer satisfaction and loyalty, elevating their competitiveness. KEYWORDS: Customer satisfaction, Hyundai cars, After sales services, Authorized service centers
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