Literature review:
Variables in this article are: Customer satisfaction, Customer loyalty, Service quality, Price , corporate image and customer service. Customer satisfaction, service quality ,price ,corporate image and customer service are the independent variables whereas Customer loyalty is considered as dependent variable. Aggregately , 6 variables are considered for analysis, out of which 4 are independent and one is dependent. (Ali, Ali, Rehman, Yilmaz, Safwan, & Afzal, 2010).
Telecom service industry
Service industry is dependent on customer satisfaction. First stage is to attract customer and the final achievement/aim/goal is to have a loyal customer; but trust is the element involved between satisfaction and loyalty. The major goal of service industry is the satisfaction of its customers because the satisfaction is involved in returning back of customers (Khokhar, Hussain, Qureshi, Anjum, Samran, & Arshad, 2011). It is obvious that if there is trust then one is prone to purchase something meaning that one is reluctant to buy products or take advantages of services if customer is fully satisfied or trust relationship is there between organization and customers itself. It is very important for telecom sector to look beyond price wars in order to keep their customers satisfied and loyal (John, 2011).
We have identified these variables based on research conducted by ( Adeleke & Aminu , 2012)
In this article variables are discussed one by one and then their relationship is also explained:
Independent variables:
Service quality
Quality is described as the comparison between customer`s expectations and performance. Service quality includes comfort, variety in packages, friendliness provided by service providers of telecom se...
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AMINU, D. A. (2012). The Determinants of Customer Loyalty in Nigeria’s GSM Market. International Journal of Business and Social Science, 3(14).
Kim, Y. and Lee, J. (2011) “Relationship between corporate image and customer loyalty in mobile communications service markets”, African Journal of Business management, 4 (18): 4035-4041.
Dr.Moeed Ahmed Sandhu, S. S. (2013). Service quality dimensions impact on customer Satisfaction in telecom sector of Pakistan. Journal of Basic and Applied Scientific Research, 3(8), 27-34.
Parusaraman, A., Zeithamal V. and Berry L. (1985) “ A conceptual model of service quality and its implication future research” , Journal of Marketing, 48(fall) : 41-50.
John, J. (2011). An analysis on the customer loyalty in telecom sector: Special reference to Bharath Sanchar Nigam limited, India. African Journal of Marketing Management , 3 (1), 1-5.
Saha, G. C., & Theingi. (2009). Service quality, satisfaction, and behavioural intentions: A study of low-cost airline carriers in Thailand. Managing Service Quality , 19 (3), 350-372.
High levels of customer satisfaction will not guarantee future sales, but are more likely to result in repeat future sales than indifferent or poor customer service. Moreover, satisfied customers are more likely to try out other products/services in the firm’s range, or recommend it to friends and family. Build on customer loyalty Customer loyalty is valued highly by most businesses and can be
According to Business Studies ‘’Customer service is one of the most important ingredients of the marketing mix for products and services. High quality customer service helps to create customer loyalty. Customers today are not only interested in the product they are being offered but all the additional elements of service that they receive from the greeting they receive when they enter a retail outlet, to the refund and help that they receive when they have a complaint about a faulty product that they have paid for’’ (Business Studies, n.d).
According to this research the customer satisfaction and service quality is vary from different sectors. If dimension are different but customer satisfaction is same for all services and products. In this report I want to draw a conclusion to point out how relationship is different in different sectors. Here we are dealing with different organization of the same sector, the customer satisfaction is depends upon the services, product quality, delivery time etc.
Zeithaml, Valarie A, Berry, Leonard L, & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31. Retrieved April 1, 2011, from ABI/INFORM Global. (Document ID: 9401886).
In your opinion, what is service quality and why do you think it is important?
Service quality is a necessary element to success in the service organizations (eg: hotel, airlines, and logistics) (Shanin and Dbestani 2010). Since its establishment in the late 1970s, the idea of service quality has become popular, business performance, cost saving, customer satisfaction, customer loyalty and service quality are influenced. . Every organization has to be very effective in order to ensure the success (Gabbie & O’Neill. 1996). During customer’s hotel stay, perceptions on service quality will only be formed when they are experiencing it. Guest will have different perceptions based on the service they have received, eg: hotel staff attitude, food and beverage, location, security and safety and others (Abbasi et al. 2010; Shahin and Dabestani 2010). To evaluate the hotel performance and also improve the quality of their services,
Williams, P. & Naumann, E. 2011, "Customer satisfaction and business performance: a firm-level analysis", The Journal of Services Marketing, vol. 25, no. 1, pp. 20-32.
The five dimensions of the SERVQUAL model in the evaluation of service quality was tasted by many researchers in order to prove the model’s validity. To begin with, Zeithaml et al (2006), claimed that, “service quality is a focused evaluation that reflects the customer’s perception of reliability, assurance, responsiveness, empathy, and tangibles”. Additionally, they pointed out that among the five dimensions, “reliability” it has been reported to be one of the most important factors.
Traditionally, customer loyalty is divided into two components; the first component is based on behavior and the other on attitudes (Time varying effects in the analysis of customer loyalty, 2011). It is considered as a crucial point for many business organizations (Managing customer loyalty through the mediating role of satisfaction in the DIY retail loyalty program, 2009). Customer oriented companies will attract and develop loyal customers (Chang & Chen, 2007), since it is a vital element for the existence of operating companies (Chen & Hu, 2010). The success of companies their revenues are guaranteed by customer loyalty, which can be influenced by the style in management (Customer retention, loyalty, and satisfaction in the telecommuncation market, 2001).
Producing and delivering high quality and affordable services plays an important role in the service industry. In fact, nowadays customer satisfaction and service quality are considered as critical issues in most service industries (Haghighi Kafash et al. 2010).
Service Quality: This dimension is the last and final factor of the value it appears when the customer has made up his mind to purchase a product or service. Service quality decides the relationship between the customer and the store.
There are many description and theory of customer loyalty. We should research and compare which theory is suitable for our business.
(1) efforts to improve the quality of their services, and (2) efforts to market themselves more effectively. Both service quality and services marketing have received considerable attention from researchers over the years and the application of these concepts in the service settings is therefore not surprising (Parasuraman et al., 1985; Rust and Oliver 1994; Zeithaml et al., 1990). One evidence of the importance of service quality and service
Lawfer, M., R. (2004). Why customer come back: how to create lasting customer loyalty. United State of America: Career Press.