Type: Analysis
Pages: 2 | Words: 529
Reading Time: 3 Minutes

The marketing department is held responsible to enhance the productivity of the organization, which we have also faced a tough time in the modern scenario. It is a common saying that for the organization “Customer is the one who pays your salary”.

There is a strong relationship between the loyalty of the organization and customer satisfaction.

Conventional managerial wisdom holds that attending to customer satisfaction, value, and loyalty makes good business sense for at least two reasons:

1. Satisfied customers are likely to continue to buy from and/or continue to do business with a company, while dissatisfied customers are likely to take their business elsewhere.

2. Satisfied customers tell others about their positive experiences, while dissatisfied customers tell even more people about their negative experiences.

The main prospective of this study is to examine the relationship between the customer satisfaction and loyalty stance of the firms.

Theoretical Framework. The importance of customers has been highlighted by many researchers and academicians. Zairi (2000) said “Customers are the purpose of what we do and instead than them depending on us, we very much depend on them. The purchaser is not the source of a drawback, we shouldn’t perhaps make a craving the customers “˜should go away’ because our eminent and our guarantee will be put in threat”. That is the chief motive why organizations nowadays are focusing on consumer satisfaction, fidelity and custody. According to Hansemark and Albinsson (2004), “satisfaction is a largely consumer manner towards a mass donor, or an emotional answer for the difference between what customers expect and what they welcome, about the fulfillment of some ought, goal or longing”. Customer fidelity, on the other hand, according to Anderson and Jacobsen (2000) “is actually the creation of an organization creating a profit for a patron so that they will persist or swell their purchases from the organization. Oliver (1997) said that consumer fidelity refers to “a sincerely held commitment to re-buy or re-patronise a preferred product or help consistently in the probable despite situational influences and marketing efforts having the potential to reason switching behaviour”. True buyer loyalty is created when the consumer becomes an advocate for the organisation, without incentive”. According to Hoyer and MacInnis (2001), customer custody is “the attempt of gratifying customers with the meaning of developing long-label relationships with them”. Zineldin (2000) said that retention can be clear as “a commitment to continue to do thing or trade with a particular party on an ongoing core”. We have categorized this crash in different chapters

The 1st chapter of this dissertation comprises on the introduction, limitation and the work plan of this research. The second chapter completely relates to the Literature Review section, in which we will make our research understandable and worthwhile with the help of different evidence from study and theories. 3rd and 4th chapter of this research will be the hypothesis testing and the research design section respectively followed by the analysis of data section which will be the chapter no 5 of this dissertation. Chapter 6 of this thesis is the conclusion and recommendation part of this thesis. In the final chapter we have included the list of academic references which have been used while making this dissertation.

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