Within the automotive industry, evaluating service quality is crucial, especially in after-sales service. This research in Kerala, India, investigated factors influencing customer satisfaction with Royal Enfield’s after-sales service using the SERVQUAL framework. SERVQUAL examines five key dimensions: Tangibles, dependability, responsiveness, assurance, and empathy. The study employed Structural Equation Modelling (SEM) to analyse these factors simultaneously. Interestingly, only dependability, responsiveness, and empathy showed significant links to customer satisfaction. Tangibility and assurance surprisingly lacked a direct significance. To surpass customer expectations and achieve high satisfaction levels, Royal Enfield’s service dealerships must provide a tangible and assured service experience. This includes a robust supply chain management that ensures the timely availability of parts and eliminates delays. A reliable supply chain fosters customer confidence and trust in the brand. By focusing on these aspects, the organisation can not only enhance customer retention and loyalty but also achieve greater profitability and a competitive edge.