Abstract: With an emphasis on important elements impacting borrower experiences, this study examines consumer perception and satisfaction in the auto loan services industry. Data was gathered from 64 respondents who had taken out auto loans in the previous five years using structured questionnaires. Although 43.8% of borrowers found the repayment procedure convenient, a noteworthy 56.3% of them experienced difficulties, suggesting that loan structuring and communication need to be improved. The need for more transparency in loan agreements is further highlighted by the fact that 45.3% of respondents experienced hidden fees that were not revealed up front. 50% of participants said they would be willing to use the same loan provider again in spite of these problems, indicating that elements like trust and service quality are crucial for keeping customers.

keywords: Customer Perception, Customer Satisfaction, Vehicle Loan Services, Service Quality Loan Repayment

| DOI: 10.17148/IARJSET.2025.125210