Customer retention is one of the major issues in the assessment of a firm’s success, especially in such a highly competitive two-wheeler market in India. This study shall delve into the inner complexities of the processes underlying customer retention with a view to provide an insight into practical tactics, major variables, and their relationships regarding the long-term viability of enterprise. The present study attempts to explore the different factors affecting customer retention in the Indian two-wheeler market. Consequent to the convenience sampling techniques, the data are collected through structured questionnaire from 280 two-wheeler customers at Bangalore city. Collected data are analyzed by ANOVA and Regression to test the hypotheses. Through these factors, it could be concluded from the study that product or service quality, customer service and support, reward and loyalty programs, brand reputation and trust, purchasing behaviour are the factors influencing customer retention along with the levels of satisfaction.