Advisers

Reynold R. Bangalisan, LPT

Discipline

Management & General Management

Abstract

This study investigates customer satisfaction regarding warranty claims at Toyota Makati, Ayala Avenue. In the automotive industry, warranties are essential in building customer trust and loyalty by providing assurances of product quality and after-sales service. Despite Toyota’s strong brand reputation, concerns persist regarding unclear warranty coverage, delays in processing claims, and communication issues. Anchored in Oliver’s Expectation-Confirmation Theory, this study aims to assess how customers evaluate warranty components—specifically free-of-charge services, transferability, and the application process—and how these influence satisfaction based on expectations, perceived performance, confirmation, and repurchase intention. This study employs a descriptive quantitative research design. Data were collected from 25 customers of Toyota Makati using structured survey questionnaires. The researchers used statistical tools such as frequency, percentage, weighted mean, and Pearson correlation to analyze customer responses and test the relationship between warranty expectations and overall satisfaction. The findings indicated that customers were generally “Very Satisfied” with Toyota’s free warranty services (mean = 3.25), the warranty application process (mean = 3.26), and warranty transferability (mean = 3.20). However, the most frequently reported concerns involved delays in processing, inconsistent service quality, and lack of clear communication. These factors led to a lower perceived confirmation rating (mean = 2.10), though the overall satisfaction score remained within the “Satisfied” range (mean = 2.81). Correlation analysis yielded an r-value of 0.3602 and a p-value of 0.07694, suggesting a weak and statistically insignificant relationship between warranty expectations and overall satisfaction. The results suggest that while warranty coverage is valued by customers, other service dimensions—such as clarity in communication, repair quality, and response time—play a more significant role in shaping overall satisfaction. The study recommends that Toyota Makati improve the efficiency and transparency of its warranty claim process, ensure consistent service quality, and provide ongoing training for staff. Incorporating regular customer feedback will further enhance service delivery. These recommendations aim to increase customer satisfaction and reinforce brand loyalty in a highly competitive automotive market.

Keywords

customer satisfaction, automotive industry, warranty claims, toyota makati, expectation-confirmation theory, after-sales service