Customer Satisfaction and Post-Purchase Behaviour in Hybrid Automobiles: An Indian Perspective

The hybrid automobile market in India is expanding rapidly, driven by rising demand for sustainable, fuel-efficient vehicles amid increasing environmental awareness and government incentives. This comprehensive review synthesizes findings from 20 studies published up to July 2025, focusing on customer satisfaction and post-purchase behaviour in the Indian hybrid automobile sector. Key factors influencing satisfaction include vehicle performance, environmental benefits, service quality, and cost perceptions, while post-purchase behaviours encompass brand loyalty, word-of-mouth (WOM), and repurchase intentions. Functional attributes, such as fuel efficiency and reliability, combined with emotional factors, such as pride in eco-friendly choices, significantly drive satisfaction. However, high initial costs, limited charging infrastructure, and inconsistent after-sales service pose challenges, particularly for price-sensitive Indian consumers. Urban—rural disparities and cultural values further moderate consumer responses. By integrating the Theory of Planned Behaviour (TPB) and SERVQUAL models, this study elucidates how consumer expectations shape outcomes. Findings suggest that tailored pricing, robust service ecosystems, and digital engagement can enhance loyalty. Gaps in longitudinal research and digital influences highlight areas for future exploration. Recommendations include flexible financing, improved after-sales support, and leveraging online platforms to foster customer trust. This review provides actionable insights for automakers, policymakers, and researchers to promote sustainable vehicle adoption and long-term satisfaction in India’s hybrid automobile market.

Keywords:

Customer satisfaction, post-purchase behaviour, hybrid automobiles, brand loyalty, service quality, environmental consciousness, India