Customer loyalty according to griffin 2008 definition of customer loyalty as a manifestation of the behavior of the units of decision making purchases continue going against the goods services of a company that is selected. Managing customer loyalty in the automobile industry two. Customer loyalty has long been a topic of high interest in both academia and practice, and a loyal customer base has been found to be beneficial to the firm. The third research paper of this thesis explores further how determinants influence customer loyalty. The software allows scope for multiple editing which is perfect for creating a proper survey document devoid of errors. Impact of customer satisfaction on customer retention. Another aspect to take into account is acquiring new customers, this.
Thus, the motivation of this study is to determine key antecedents that influence ecommerce customer satisfaction, trust, and loyalty in. Alin sriyam as partial fulfillment of the requirements for the master of arts degree in business english for international communication of srinakharinwirot university. It is because of their devotion, scholarly critique, academic rigor, insightful thinking, continued support. Then a survey is conducted with retail banking customers about these constructs, which results in 261 valid respondents.
The question about loyalty to the brand is raised as well when it comes to utility of the product and service that the customer receives on purchase day. Customer loyalty survey templates help to perform the survey to test the loyalty. Introduction customer satisfaction and brand loyalty is an emerging phenomenon that is considered a vital issue for which the business firms are very sensitive. Page 3 abstract the purpose of this thesis is study of customer relationship management process in customer retention. According to various authors, customer satisfaction can be measured by looking at different dimensions such as service quality, customer loyalty, repurchases behaviour and trust, among others anderson and fornell, 2001. Customer satisfaction is an ambiguous, abstract and confusing concept. Customer satisfaction is an output and if the business results in better output. An approach to increase customer retention and loyalty in. In ecommerce, the demands placed on businesses in even greater. A thesis submitted in fulfillment of the requirements for the award of. The mediating effect of customer satisfaction between perceived service quality and customer loyalty is also found to be positive and partially supported.
The study investigates the impact of independent variable. This thesis research aims to discover the relationship between customer satisfaction and customer loyalty. Mobile telecommunication customer loyalty in nigeria. One of the example of implementation or impact of total quality management on customer satisfaction is eservice which is very much used by the government of many countries, named as egovernment. Schultz 2005, a satisfied customer will demonstrate the loyalty to the brand in a way that shows the willingness to repeat the. This will be of unique in terms of local environment and will have many implications for restaurant owners, managers and researchers of particular community. It will also result in organizations customer orientation. The survey was conducted with a uk nationally representative sample of. Pdf the relationship quality effect on customer loyalty. A case study of a reputable bank in oyo, oyo state. Antecedents of customer satisfaction, online trust and.
The relationship between brand identity and customer loyalty. Enhancing brand loyalty provides an effective solution in this regard and more importantly in the segments where the level of competition is very. Nevertheless, apart from the study by kassim and ismail 2009 empirical research on antecedents of ecommerce customer satisfaction, trust, and loyalty in developing arab countries is limited. In the context of this project thesis, i will seek to understand customers expectations and to identify the variables at the.
Abstract en in the context of always more competitive markets and customers more demanding than ever, understanding variables influencing customer satisfaction, trust and loyalty is paramount. They help me a lot during different phases of thesis and show me research direction. The purpose of this thesis is to provide a better understanding of the usages of crm in b2b. The relationship between service quality, customer. Ankur saxena technocrats institute of technology mba, bhopal, india 1.
Brand loyalty and involvement in different customer levels. Determinants, contexts, and measurements of customer loyalty. Masters thesis customer relationship management jens berfenfeldt. Dissertation submitted in part of fulfilment of the requirements for the degree of. You can easily create a document in ms word for the survey. Likewise, the claim that customer satisfaction leads to loyalty appears less convincing to many researchers rahim, ignateous, and adeoti, 2012. When an organization has a high level of customer loyalty, it means the customers of that organization, are returning to avail of that product or service. Most companies strive for customer loyalty as the competition in most sectors grows tighter, both the importance of, and the challenge in, keeping customer loyalty increases. The impact of customer loyalty programs on customer. The results of the study show that case companys customer loyalty program in. This means that to increase customer loyalty needs to first implement crm.
It is discovered from literature and previous research on relevant theories for this research. Determinants of customer loyalty and proposing a customer. This case study has been conducted for the purpose of examining the differences of customer satisfaction and customer loyalty between malaysia airlines full service airline and airasia low cost airline in malaysia. Customer loyalty and customer loyalty programs article pdf available in journal of consumer marketing 204. Approved by the head of the department of marketing. Customer satisfaction, brand loyalty, home appliances, pakistan. The goal of this study is to obtain a deep understanding of the impact of customer loyalty programs on customer retention. On the basis of the findings of this study, we conclude that perceived service quality does influence passenger satisfaction, and by extension, loyalty to. The aim of this thesis is to investigate which factors will have impact on customer loyalty strategy. Anderson and mittal, 2000, with conclusion that a satisfied customer is loyal and contributes to profitability. This research attempts to find the factors of customer loyalty and their relationships with banking industry in one of the developing countries i.
An abstract of a thesis submitted in partial fulfillment. Effect of product quality and price on customer loyalty. Once the survey document is finalized, you can save it in multiple formats like pdf file, doc file, and more depending on your needs. This study concentrates to clarify customer loyalty programs current status in the russian market, to analyze shortly the competitors position in the loyalty program market, and to provide possible suggestions about how to improve the customer loyalty program in the future in order to serve the customers better. Communication and oral defense committee have approved this master s project, customer satisfaction towards service quality of front office staff at the hotel, by ms. Guest satisfaction and guest loyalty study for hotel industry. Customer loyalty is being seen as important to the success of any retail organization, because it is known that drawing new customers is more expensive than keeping existing one. We treat the overall evaluation of the encounter service face to face service, call hotline etc. Customer loyalty publish your masters thesis, bachelor. This paper examined the impact of customer satisfaction on custo mer loyalty. It was also found that there is a lack of research in the areas of. This means that the prior studies this research leans on come from literature concerning customer satisfaction and service quality in contact centers.
So in this thesis, we will like to investigate the effect of the service quality of service center and customer care hotline on customer loyalty. Investigating factors that can have an impact on customer loyalty an. We describe the objectives of customer relationship. Guest satisfaction and guest loyalty study for hotel industry thesis committee. The commissioner of this thesis was karolina lassfolk operational director. A study of the factors influencing customer satisfaction. The factors affecting customer satisfaction and customer. To better understand customer loyalty, deloitte commissioned an online consumer survey carried out by an independent market research agency. Mokhtar and wanismail 2012 supports schrammklein and morschett 2007 three dimension as objective, as it adheres. Investigating factors that can have an impact on customer. A selfadministered questionnaire was used to collect the primary data. This report gives an idea of what customer loyalty is, why it is important for. Relation between customer relationship management with customer loyalty munandar, dadang 2011 state that crm has positive and significant effects on customer loyalty, changes in the companys customer loyalty is directly caused by changes in the implementation of crm 16.
Maintaining and improving customer base is one of the basic areas for the marketers to look after. Customer loyalty is also referred to as customer retention. Three essays on the customer satisfactioncustomer loyalty. The assistance of an australian research council small grant is acknowledged. Analysis of customer loyalty through total quality service. Is customer satisfaction an indicator of customer loyalty.
Customer satisfaction refers to the extent to which customers are happy and delighted with the products and services provided by a business. Influential factors of customer eloyalty in iranian estores. A major gap existed in explaining the impact that brand loyalty has on customer satisfaction. The main objective of the study was to assess and analyze customer satisfaction and service loyalty in wegagen bank, mekelle branch. The importance of customer satisfaction in relation to. Lastly, customer performance that relates to marketings effect on customer loyalty, which create longterm customer relationships and influence the longterm effect of customers value in the company. The factors that influence customer satisfaction and customer loyalty are explored. In order to fulfill this gap, the current research was conducted using a descriptive study.
A random sample of 9868 customers was selected by using a. Impact of customer satisfaction on customer loyalty. Then analyzing the relationship among different factors a model for the customer loyalty is proposed at the. Impact of customer satisfaction on custo mer retention. Besides customer loyalty the selling volume and the selling frequency may also increase oliver, 1999. Customer satisfaction in the telecommunication sector. Analyzing the relationship between customer satisfaction. Customer loyalty, the main consequence of customer satisfaction, has been defined and measured in many various ways over the past decades. Oliver in vanessa 2007 defines loyalty as a customer commitment to defend in depth to resubscribe or re. In this study, first, a research model about the interrelationships between service quality, customer satisfaction, and customer loyalty is suggested. Submission of thesis to norma smurfit library, national college of ireland student name. This research is about customer loyalty strategy and the focus of it is the comparison of chinese and swedish markets.