Academic journal article IUP Journal of Marketing Management

Focus

Academic journal article IUP Journal of Marketing Management

Focus

Article excerpt

It is a general belief that improvement in the quality of any product has a three-fold pay-off, namely, cost reduction, increased customer retention and new customer attraction. In the first paper, "An Assessment of the Mediating Effect of Customer Satisfaction on the Relationship Between Service Quality and Customer Loyalty", the authors, Manish Kumar Yadav and Alok Kumar Rai, attempt to explain the concept of service quality, customer satisfaction and customer loyalty. The study also explores the relationship among these three service marketing constructs. In order to assess the service quality of banks, the SERVQUAL scale has been used. The study found that customer satisfaction mediates the relationship between service quality and customer loyalty. As a mediating variable, customer satisfaction shows 83.03% of the total effect of size of service quality on customer loyalty relationship. Further, this study does not refute any direct relationship. It shows that the indirect relationship can be explored with the help of other mediating variables.

The second paper, "Cosmetic Products: Buying Behavior Among Married and Unmarried Women" by Rudrabhatla Prasanna, focuses on the cosmetics industry. The study found that a majority of unmarried women get to know about cosmetics through beauticians, cosmetic stores, etc. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.