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Sharma, Jyoti
- Revisiting Customer Satisfaction and Loyalty as a Sustainable Approach for Indian Consumer Banking
Authors
1 Department of MBA, Kathua Campus University of Jammu, Jammu & Kashmir, IN
Source
International Journal on Customer Relations, Vol 2, No 2 (2014), Pagination: 9-16Abstract
One of the greatest problems faced by the marketers is the erosion of customer base. This is the result of not only the dissatisfaction inflicted by the marketers which prompts the customers to shift their patronage, but also the new competitive environment that makes customer flight much easier since the options are wide open. So the challenge is not to produce satisfied customers, but it lies in producing loyal customers. Thus, customisation of services is rapidly becoming a norm than a competitive advantage for complete satisfaction and a loyal customer base. Researches indicate the necessity of elaborations about the relationship between customer satisfaction and loyalty. Hence the paper examines the relationship between satisfaction and loyalty.
The empirical study reveals that ICICI and HDFC among private while PNB and SBI among public sector are the major banks emerging from the study. The level of satisfaction among ICICI consumers is highest followed by SBI. In addition to this, the theory empirically validated here, indicates a strong and positive association exists between satisfaction and loyalty, thereby implying that satisfaction is also an antecedent of loyalty in case of banking sector, where frequency and intensity of banker-customer interactions is high as compared to any other service.
Keywords
Customer Satisfaction, Customer Loyalty, Customer Centric, Customerisation.
References
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- Determinants of Co-Creative Behaviour of Patients: A Case Study in Jammu
Authors
1 Kathua Campus, Jammu University, Jammu & Kashmir, IN
2 Jammu University, Jammu, Jammu & Kashmir, IN
3 The Business School, Jammu University, Jammu & Kashmir, IN
Source
International Journal on Customer Relations, Vol 4, No 1 (2016), Pagination: 24-33Abstract
Purpose: The purpose of this study is to measure the existence of co-creation behaviour between doctors and patients. The research also studies customer participation and customer citizenship behaviour as the dimensions of co-creative behaviour and tries to establish the relationship between co-creative behaviour and satisfaction.
Design: This study uses Yi and Gong (2013) scale for collecting data regarding co-creation behaviour and its dimensions which are customer participation (CP) and customer citizenship behaviour (CCB). The data was collected from 204 patients who were suffering from various chronic/lifestyle diseases and getting their treatment from private clinics in Jammu city. The study uses 7-point Likert scale in the questionnaire ranging from 1 "completely disagree" through 7 "completely agree", with a midpoint labeled 4 "neither agree nor disagree.
Findings: The analysis of paper reflects that co-creation behaviour is prevalent among the patients and not only participation but the citizenship behaviour also affects the co-creation behaviour of patients.
Limitations and Implication: The study is conducted from patient’s point of view whereas doctor’s perspective should also be used in future research. The research area is restricted to Jammu city only. The research provides several implications-doctors can also use this scale for market segmentation and customer profiling for maximising customer value co-creation behaviour by gaining the useful information.
Keywords
Co-Creation, Customer Participation, Citizenship Behaviour, Customer Satisfaction, Service Dominant Logic.- Understanding the Customer Experience: An Exploratory Study of "A" Category Hotels
Authors
1 Kathua Campus, University of Jammu, Jammu & Kashmir, IN
2 The Business School, University of Jammu, Jammu & Kashmir, IN