Assessing Customer Satisfaction towards Electric Vehicle in Mysore Using the KANO Model

Abstract

The study is entrenched in the recognition that the automotive industry is undergoing a significant transformation, with EVs emerging as a vital solution to reduce carbon emissions and foster sustainable transportation. Understanding customer satisfaction in this context is crucial for manufacturers and policymakers to support the broader adoption of EVs. The research problem is centered on the limited understanding of how specific EV features impact customer satisfaction, particularly in emerging markets like Mysore. This gap in knowledge poses a challenge for manufacturers aiming to align their products with customer expectations and for policymakers promoting sustainable transportation. The study addresses this by applying the Kano Model, a framework that categorizes product attributes into different needs—basic, performance, excitement, indifferent, and reverse—based on their impact on customer satisfaction. The research methodology involves a descriptive study based on a survey of 150 respondents from Mysore. The data were collected through primary and secondary sources adopting a convenient sampling method. The analysis for the study is done by simple percentage method. The results shows that the majority of respondents are young, educated, and earn less than Rs. 50,000 per month, indicating that EV adoption is not limited to higher-income individuals. There is a strong preference for two-wheeled EVs, with most respondents having used their EVs for less than a year, reflecting a growing interest in the market. The Kano Model analysis shows varying levels of satisfaction across different EV attributes. For instance, respondents expressed high satisfaction with the reliability, safety features, and battery life of their EVs, but there were concerns about the availability of charging stations and the maintenance costs. The study also identifies performance attributes, such as EV range and cost savings on fuel, as significant factors driving customer satisfaction. Excitement needs, including advanced technology features and the design of EVs, also play a crucial role in enhancing customer satisfaction. However, certain indifferent needs, such as the color options and brand of the EV, were found to have minimal impact on customer satisfaction.