An Exploratory Study on The Role of Digital App Usage in the Purchase of Commuter Two-Wheeler Vehicles and Its Impact on Customer Satisfaction and Attitude

Digital apps have become a crucial source of information for consumers buying commuter two-wheelers. Manufacturers' apps, comparison platforms, e-commerce apps, and social media provide consumers with product details, price comparisons, and reviews before a purchase. This study investigates the role of digital app usage in commuter two-wheeler purchases and its impact on customer satisfaction and attitude. It focuses on how information quality, ease of use, and convenience influence purchase decisions. An exploratory research design was chosen. Primary data were collected from commuter two-wheeler users through a structured questionnaire with a five-point Likert scale using convenience sampling. The data will be analysed using statistical techniques to examine the relationship between digital app usage, purchase decisions, customer satisfaction, and attitude. The study aims to provide insights into how digital apps affect consumers' purchase decisions and how information quality, ease of use, and convenience impact their buying experience. The findings will be useful for two-wheeler manufacturers, marketers, and app developers to improve information quality, usability, and convenience. A better digital experience can enhance customer satisfaction and foster positive attitudes towards products and brands.