Vol. 11, Issue 4, Part F (2025)

Abstract
In today’s intensely competitive Indian automotive sector, customer satisfaction has emerged as a critical determinant of long-term success and strategic resilience, particularly within the steering systems domain. As Original Equipment Manufacturers (OEMs) increasingly demand enhanced technical collaboration, timely and reliable delivery, value-driven pricing, and proactive engagement, steering component manufacturers are compelled to adopt an integrated and customer-centric approach. This study conceptually explores the key touchpoints that influence satisfaction in business-to-business (B2B) partnerships specific to the Indian steering systems industry, focusing on critical stages such as quotation processes, new product development (NPD), service delivery, and relationship management. A rapid literature review indicates that while manufacturers are largely successful in delivering high product quality and demonstrating senior-level responsiveness, challenges remain in areas such as pricing transparency, early-stage technical communication, and consistency in delivery performance. The findings highlight the growing need for improved cross-functional coordination, more structured client communication, and the adoption of data-driven decision-making to build stronger OEM relationships, enhance customer retention, and sustain competitive advantage in the evolving Indian automotive landscape.