IMPACT OF CUSTOMER SATISFACTION ON BRAND LOYALTY- AN EMPIRICAL ANALYSIS OF HOME APPLIANCES IN PAKISTAN (Published)
Customer satisfaction and brand loyalty have been addressed as marketing goals for many companies. Marketing professionals consider loyalty to be a multidimensional phenomenon. Despite the findings of many researches that satisfaction has a significant favorable impact on brand loyalty and a true re-purchase behavior of same brand leads to long term business profits. Therefore, this study investigated the impact of customer satisfaction on brand loyalty for durable goods. The author used primary data in this study and for this purpose a survey has been conducted through a structured questionnaire. The view of 300 middle class households or business people were recorded. Our study results show that the customer satisfaction has significant factor that affect brand loyalty.
Keywords: Customer Satisfaction, Pakistan, brand loyalty, home appliances
ANALYSIS OF SERVICE QUALITY AND SATISFACTION LEVEL OF CUSTOMERS IN BANKING SECTOR OF BANGLADESH (Published)
The major aim of the study are to evaluate the customer satisfaction of the service quality and to assess whether bank services provided by the institutions are satisfactory to Bangladeshi customers especially in term of service categories. This study endeavors to discover the impact of service quality on customer satisfaction in banking sectors. The study also examines empirically the determinants of service quality in Bangladesh. Five dimensions in service quality such as Initial Experience, Delivery Service Condition, Service Experience, Relationship & Environment and Grievance Handling are considered as the base for this study. A questionnaire for such purpose was designed and different statistical methods were applied to analyse the collected data. Here 300 customers who conduct consumer banking were interviewed with a structured questionnaire. Cross tabulation, a technique of descriptive statistics, used to determine the variability of five dimensions. The correlation results indicate that there is a positive correlation between the dimensions of service quality and customer satisfaction. Furthermore, the multiple regression analysis, a technique of multivariate analysis, adopted to determine the importance of the perceived service quality factors. The results of the regression test showed that offering quality service have positive impact on overall customer satisfaction. That is, service quality dimensions are crucial for customer satisfaction in banking sector in Bangladesh.
Keywords: Banks of Bangladesh, Categorized Service Quality, Correlation and Multiple Regression Analysis, Customer Satisfaction
THE EFFECT OF RELATIONSHIP MARKETING ON SERVICE QUALITY AND CUSTOMER SATISFACTION IN THE HOSPITALITY SECTOR IN GHANA: THE MODERATING ROLE OF SERVICE PROVIDERS’ EMOTIONAL INTELLIGENCE (Published)
This study assesses the effect of relationship marketing on service quality and customer satisfaction from the perspective of the moderating role of emotional intelligence in the hospitality sector in Ghana. A descriptive quantitative research technique is employed. A random sample of 384 each of customers and customer service attendants of hotels, leisure centres, resorts and five-star restaurants in Accra are used as the source of data. According to findings, emotional intelligence makes a strong positive effect on relationship marketing at 5% significance level, r (288) = .785, p = .000. Though relationship marketing makes a strong positive effect on service quality (r = .712, p < .05) and customer satisfaction (r = .318, p < .05), these effects degenerate into negative ones when the effect of emotional intelligence on relationship marketing is controlled for. It is therefore recommended that firms in the hospitality sector give priority to equipping their customer service attendants with emotional intelligence to maximise service quality and customer satisfaction
Keywords: Customer Satisfaction, Emotional Intelligence, Hospitality Sector, Relationship Marketing, Service Quality
DETERMINANTS OF CUSTOMER SATISFACTION AND LOYALTY IN THE NIGERIAN TELECOMMUNICATIONS INDUSTRY (Published)
Customer satisfaction and loyalty have been identified as critical success factors in any business organization. Recent developments in the Nigerian telecommunications industry indicate that the operators engage in several marketing activities to ensure that their subscribers are satisfied and brand loyal. However, most subscribers complain about the quality of services and some switch from one operator to the other or use several lines. Consequently, this paper examined the marketing activities that influence customer satisfaction and the factors that determine customer loyalty in the industry. Based on a contemporary definition of marketing, five constructs (product, price, distribution, promotion and customer service) were identified and tested. For the purpose of the study, a sample size of one thousand (1000) respondents was selected from Lagos State, Nigeria through purposive sampling technique and data were obtained employing a structured close-ended questionnaire. The results revealed that product (core service), promotion and distribution have a higher impact on the level of customer satisfaction. It was also found that, apart from customer satisfaction, trust is a major determinant of customer loyalty in the telecoms market. On the bases of these findings, a number of recommendations for telecom operators and the Nigerian government were outlined.
Keywords: Customer Satisfaction, Loyalty, Marketing Activities, Nigeria, Operators, Subscribers
ROLE OF DEMANDING CUSTOMER : THE INFLUENCE OF UTILITARIAN AND HEDONIC VALUES ON LOYALTY CUSTOMER (Review Completed - Accepted)
This study aims to examine and analyze the influence of Utilitarian Value,
Hedonic Value on Customer Satisfaction and Loyalty with Demanding Customers
Moderation among customers of Modern Café in Surabaya. This study was
conducted at the modern coffee bar (coffee shop) customers in Surabaya. In
accordance with the data obtained from the Department of Tourism Surabaya, there
are 14 modern coffee shop with 41 stands scattered in Surabaya. Sample used in this
study is modern coffee bar customers (coffee shop) in Surabaya that is 600 persons,
sampling techniques is using non -probability sampling, that is with accidental
sampling that encountered by the researcher while visiting modern coffee shop and
the determination of respondents numbers in each shop coffee is determined by
using percentage based on the number of coffee shops in Surabaya. Techniques of
analysis in this study is using Structural Equation Modeling (SEM) with AMOS 19
program.
The conclusion of this study result are : t utilitarian value does not have
significant influence on customer satisfaction at the modern coffee shop. Hedonic
value has significant influence on customer satisfaction in a modern coffee shop.
Demanding customer does not moderate the influence of utilitarian value on
customer’s satisfaction at the modern coffee shop. Demanding customers moderates
the influence of hedonic value on customer satisfaction in a modern coffee shop.
Satisfaction significantly influence customer loyalty of modern coffee shop.
Utilitarian value has no significant influence on customer loyalty in modern coffee
shop. Hedonic value has significant influence on customer loyalty in modern coffee
shop
Keywords: Customer Satisfaction, Hedonic Value, Loyalty, Utilitarian Value, and Demanding Customer
CUSTOMER SATISFACTION ON SERVICE QUALITY IN PRIVATE COMMERCIAL BANKING SECTOR IN BANGLADESH (Published)
Customer satisfaction is essential for the success of service firms like bank. The quality of service has become an aspect of customer satisfaction. Day by day it has been proven that service quality is related to customer satisfaction. This study endeavors to discover the impact of service quality on customer satisfaction in private sector banks in Bangladesh. Five dimensions in service quality (servqual) such as tangibility, reliability, responsiveness, empathy, and assurance (Parasuraman, Zeithaml, & Berry, 1985) are considered as the base for this study. A structured questionnaire with 5 point Likert scale has been used to collect the data by conducting survey. The sample size is 110 and is chosen on a convenient basis. Data has been analysed by using SPSS software (version: 17). Result of the study showed that tangibility, reliability, responsiveness, assurance and empathy significantly and positively influenced customer attitudes in terms of satisfaction that is service quality dimensions are crucial for customer satisfaction in private commercial banking sector in Bangladesh.
Keywords: Customer Satisfaction, SPSS and Regression Analysis, Service Quality