Theoretical framework.docx - Theoretical framework In the...

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Theoretical framework: In the present-day, many researchers speculate that service related component which have immensely prestigious effect on decision-making measures for the customer; these factors could be quality of the service, customer satisfaction and customer value. Nonetheless, by various researchers relationship between customer satisfaction and loyalty has been highlighted questionably that firms should not entirely rely on customer satisfaction as a key factor and exclusive antecedent for customer loyalty. There are existing researches which propose that customer satisfaction interests below twenty five percent of customers’ purchasing behavior. However, still more research is required in order to discover the link of customer behavior with customer value. In earlier research, different studies conducted on service and marketing interpretations suggested that customer relationship management has significant role in developing and retaining the long-term relationship with the customers. Additionally, customer satisfaction enhances the element of trust and assurance in the relationship with customers which is also considers the key driver for gaining customer loyalty. Altogether the connectivity and depth of these variables are still uncertain. Customer Satisfaction: In definition customer satisfaction is known as key for achievement of goals in service environment, it evolves around meeting and exceeding customer needs and demands. Customer’s behavior after the purchase of tangible or non-tangible products also determines the satisfaction
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levels of the customers. The past studies have recorded the positive effect of customer satisfaction on dimensions of customer loyalty such as purchasing behavior, service consumption, duration of relationship and customer reference. However, some researcher argued that loyalty of customer is very necessary element to drive competitors’ strategies therefore satisfaction is unrelated to completely predict customer loyalty.
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  • Spring '18
  • Marketing, Customer relationship management

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