Customer Experience and Loyalty Leads To Relationship Drive: Special Reference to Fun Republic Mall Coimbatore
Downloads
Happy customers are loyal customers and a world-class customer experience is essential to not just their satisfaction but their loyalty as well. However, balancing the needs of customers with the needs of the business can prove challenging. Customer loyalty and Customer experience is a vital part of a CRM (Customer Relationship Management) program for any business, where service and hospitality are primary part of the value proposition. Other major CRM
components besides mystery shopping include: Guest Surveys/comment cards, Focus Groups, Warehousing guest etc. Customer Experience Management goes far beyond simple customer satisfaction measurements. After all, such measurements alone are the equivalent of looking in the rear view mirror. It is important to keep in mind that the customer is not just an one time sales transaction, but some drive which keeps the customers emotionally attached to a particular
product, service, brand or a firm. A factor analysis is used to club the various listed factors into apt headings and a path analysis model is used to throw light on the R square value which predicts the power of the path between variables. Bootstrap analysis predicts the t value where the value of 1.96 and above indicates that the path independent variables to the dependent variable, reached a significant level and its route to the solid line. The path analysis is done using smartPLS and inference is drawn with a final SEM model.
McCarthy, E. J. (1971), “Basic Marketing: A Managerial Approach”, (4th ed.). Homewood, IL: R.D. Irwin.
Zeithaml, V. (1988), “Consumer perception of price, quality, and value: A means-end model and synthesis of evidence”, Journal of
Marketing, 52(July), 2-22.
Zeithaml, V.A., Berry, L.L., & Parasuraman, A (1996), “The behavioral consequences of service quality”, Journal of Marketing,
(2), 31-46
Cronin, J.J., Brady, M.K., & Hult, G.T.M. (2000), “Assessing the effects of quality, value, and customer satisfaction on consumer
behavioral intentions in service environments”, Journal of Retailing, 76(2), 193-218.
Oliver, R.L. (1997), “Satisfaction: A Behavioral Perspective on the Consumer”, New York: McGraw Hill.
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the
Academy of Marketing Science, 28(2), 195-211.Customer Relationship Management – Dr.Sheela Rani
Customer Satisfaction Evaluation: Methods for Measuring and Implementing Service Quality by Yannis Siskos, Springer Science
& Business Media, 2009 ISBN : 1441916407, 9781441916402, Volume 139 of International Series in Operations Research &
Management Science- Evangelos Grigoroudis.
Measuring Customer Satisfaction and Loyalty: Survey Design, Use, and Statistical Analysis Methods-Bob E. Hayes, ASQ Quality
Press, 2008, ISBN 0873897439, 9780873897433
