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on customer satisfaction - Essay Example
Author : zora96
Pages 24 (6024 words)
CHAPTER 2: LITERATURE REVIEW 2.1. Introduction Customer satisfaction is a wide area covering various aspects. This is a field which has been researched and discussed over years in various academic disciplines by various specialists. Some of the recently evolved concepts of customer satisfaction are customer intimacy, customer centric and customer focus…
The findings of the study will pave way for enhanced research in the field of customer satisfaction. The core concepts of relationship marketing, service quality and customer loyalty will be primarily dealt within this literature analysis. All the above three concepts are very much important in retaining the existing customers and to bring in new customers. A proper attention to these concepts will help in producing long term profitability for the organization. The literature analysis will be based on the impact of these concepts on the current retail sector and its relationship with customer satisfaction. 2.2. The Retail Industry Retailing may be described as the concept of marketing or selling the goods based on the customer choice and needs, on behalf of various organizations that produce such goods. (Gilbert, 1999) It is the concept of effective management of resources based on the needs and aspirations of the customers. (Davies, 1993) The study conducted by Peterson & Balasubramanian (2002) puts forward the strong argument that retailing has evolved and transformed a lot since the beginning of the 21st century. As per their views, the internet revolution is the main reason for such a massive change in retailing and marketing. ...