Examining and Exploring the Real Ationships Between Customer Satisfaction and Customer Loyalty

Mr. H. C. Purohit

doi:https://doi.org/10.51768/dbr.v16i2.162201517

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Examining and Exploring the Real Ationships Between Customer Satisfaction and Customer Loyalty

H. C. Purohit

https://doi.org/10.51768/dbr.v16i2.162201517

Published Online: November 27, 2015

Author Details ( * ) denotes Corresponding author

1. * H. C. Purohit, Assistant Professor, Department of Business Economics, VBS Purvanchal University, Jaunpur, Uttar Pradesh, India (hcpurohit_mbe@rediffmail.com)

This study aims to analyze how consumer satisfaction leads to loyalty and ultimately maximization of the business profit. It has become relatively common for corporate houses to understand their customers’ behaviour in order to survive, grow and win this globally competitive market. A firm should be able to increase customer satisfaction by improving its product and service quality, ultimately leading to better performance.

Design/Methodology/Approach: The data were collected from the students of the University at VBS Purvanchal University, Jaunpur (U.P.). More than 150 students of different Post Graduate and Under Graduate courses of the University were contacted for the purpose. The hypotheses developed on the findings of the past studies and literatures. Regression analysis was employed to test the hypotheses.

Findings: The results indicate that the customer expectation, product performance and satisfaction are having a direct relationship with customer loyalty. Product performance and word of mouth communication behavior influences customer satisfaction and intention to reuse/repurchase the same product in future.

Research Limitations/Implications: The data collected for the purpose is only from the University students as they are techno savvy and more friendly to use the new technology and prone to adopt it. The future study can investigate the customer shopping behavior and their future intention during their shopping, which may enhance the validity of the study.

Practical Implications: The study concludes that the product attributes and services help to retain the customer. The continuous improvement in the quality of a product and services are required to satisfy and retain a customer.

Originality/Value: The research explores how consumer satisfaction leads customer loyalty and future intention, and empirically tests how product attributes influences the consumer satisfaction and future behavior.

Keywords

Customer Satisfaction, Customer Retention, Product Quality, Service Quality, Customer Expectation.

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