A Study On The Impact Of Service Quality On Customer Satisfaction And Customer Loyalty With Reference To Service Marketing Context: Theoretical Approach

The research paper explained the role and the importance of customer satisfaction and loyalty in detail. Customers are the link to an any level and type of business success. A business organization should focus on a large number of customers, for this customer satisfaction and loyalty should be incorporated along the long-term goals and other strategic dimensions without any failure. This paperis focusing onanalysing the relationship between customer satisfaction and customer relationship with service quality measures. The objective of this research is to study the concept of customer satisfaction, customer loyalty and its relationship. Moreover, this paper studies the factors that influence customer satisfaction and loyalty at large scale. This paper also analyses the factors that have impact on customer satisfaction and result in customer loyalty in multiple contexts. Recommendations on improving the service quality and getting customer retention are ultimately proposed by the author to do the business in more effective and efficient way. Customer satisfaction index (CSI)provides an economic indicator of the quality of economic output; calculation of the net present value of the company?s customer base as an asset over time; information for strategic business applications; a predictor of consumer spending & corporate earnings. In this paper the focus of research is customer satisfaction index as a base for new strategic marketing management implementation level to attain sustainability.