Consumer retention in two-wheeler industry: a moderated mediation model

Abstract

PurposeThis paper aims to understand two-wheeler consumer retention behavior by examining their perception of service evaluation variables (such as service quality, perceived product quality and perceived consumer value), brand image and consumer empowerment that may trigger consumer satisfaction.Design/methodology/approachThe study comprised a simple random sampling technique and conducted a survey (n = 284) using a structured questionnaire. The study analyzed the data using SPSS AMOS version 25 and PROCESS macros for analysis.FindingsThe study results show that service evaluation variables work best in leading to consumer retention in the two-wheeler industry. This relationship is further strengthened in the presence of consumer empowerment, brand image and consumer satisfaction.Originality/valueThe current study is one of the first studies in the two-wheeler industry that examine the relationship between service evaluation variables and consumer retention using direct, mediation and moderation effects.