A Study on Digital Technology and Customer Satisfaction in Automotive Showrooms in Coimbatore District

This study examines customer satisfaction with digital technology across automotive showrooms in Coimbatore District. It evaluates digital services such as online booking, virtual showrooms, digital payments, and CRM systems. Using a mixed-methods approach, the research reveals that digital technology positively impacts customer satisfaction, particularly through CRM systems and employee professionalism. However, some gaps exist in technology usability and tracking past interactions. The findings provide insights for enhancing digital interfaces, employee training, and technology-driven customer experiences. Practical recommendations are provided to improve satisfaction and foster loyalty through technology-driven initiatives.