Leveraging Motor Cycle Driving Satisfaction Using Vehicle Operation and Maintenace Quality Improvement

Vehicle quality usually considered as key variable in maintaining Customer Satisfaction. Good logistic and delivery of motorcycle, spare parts as well as post purchase service quality also enhance customer satisfaction. These variables are mostly depended to overall effort of motorcycle manufacturers and their value chain: from vehicle and spare parts design, materials choice, methods and quality of manufacturing processes, products and spare parts quality control as well as service quality of authorized service and maintenance workshop. No one doubt if motor cycle producers continually invest and operate their production and maintenance facilities to ensure their products quality. But who care with motor cycle owner role? When a motor cycle bought, its operation and maintenance quality were strongly depend on the owner of the vehicle that vary in their knowledge and awareness. This research proposed Vehicle Operation and Maintenance Quality as a variable that leverage Driving Satisfaction if the owner had good knowledge and good awareness in operating as well as maintaining the vehicle. Otherwise, dissatisfaction will occur to owners who had lower knowledge and awareness. A Structural Equation Modelling with Lisrel 8.8 software used as tool of analysis in proofing of those hypothesis by identifying experience of 247 motor cycle drivers in Jakarta, Bogor, Depok, Tangerang and Bekasi. The results indicated that most of the research hypothesis were accepted, especially that Vehicle Operation and Maintenance Quality variable intervened the relationship between one of independent variables with Driving Satisfaction variable. This research concluded that the proposed intervening variable will give valuable benefit if motor cycle producers and dealers develop and maintain the variable correctly. Operation and Maintenance Quality will enhance Driving Satisfaction and the better satisfaction will create better customer loyalty and brand loyalty. A new way of customer satisfaction improvement revealed by this research and strategic efforts of motor cycle producers can be developed with a new perspective that never known before.