CHAPTER - II

REVIEW OF LITERATURE
2.1 REVIEW OF LITERATURE:

Petr Suchánek, Ji Richter, Maria Králová (2015).

Customer satisfaction is defined with a product and the business performance as a capability to
generate profit. Therefore, satisfaction I was examined by the means of a survey using
questionnaires, and the performance was measured by financial data. We managed to find a
correlation between the main factors, although partial results were due more factors mostly
statistically insignificant.

Hanif, Hafez & Riaz (2010).

Customer satisfaction is an evaluation of difference between prior expectations about product
and its actual performance. Customer satisfaction is how customers judge the satisfaction level.

Das Prasun (2009).

Examined in this study that any effort which has been taken for finding a pleasure of customers
while buying of services related to any sector is based on the customers. An article on
satisfaction of customer's looks twisty as well as it covers various segments which are
accounting, management and marketing, etc. he said that customers satisfaction is related to all
the functions and it also depends upon the employee's performance. Customer satisfactions one
of the best methods of attracting customer by providing better service to the customers so that
they become loyal towards the service provider.

Kumar (2008).
In their study titled "Customer Satisfaction and Discontentment of BSNL Landline Service: A
Study" analysed that at present, services marketing plays a major role in the national economy.
In the service sector, telecom industry is the most active and attractive. Though the telecom
industry is growing rapidly, India's telecom density is less than the world's average telecom
density as most of India's market is yet to be covered. This attracts private operators to enter into
the Indian telecom industry, which makes the Bharat Sanchar Nigam Limited (BSNL) more alert
to run its business and survive in the market.
Dima Jamali (2007).
The purpose of this paper is to present the results of an original satisfaction survey in the context
of a new public private partnership (PPP) in the Lebanese postal sector, highlighting traditionally
overlooked linkages between PPPs, quality management and customer satisfaction. The
ascendancy of PPPs in recent years has been attributed to key drivers including greater value for
money, and enhanced service quality. However, very few studies to date have investigated the
success of service performance improvement in the PPP context, by gauging

Ajzen & Hassn (2010).

In this study this customer satisfaction function is one of the most familiar of Sidgwick, the
practical is really based on the moral theory of utilitarianism, in this study of customer
satisfaction the consumers behavior is entirely based on usefulness function when the choice
rotates around the amount discomfort or pleasure in carries.

Kalpana and Chinnadurai (2006).

In their study titled "Promotional Strategies of Cellular Services: A Customer Perspective"
analysed that the increasing competition and changing taste and preferences of the customer's all
over the world are forcing companies to change their targeting strategies. The study revealed the
customer attitude and their satisfaction towards the cellular services in Coimbatore city. It was
found that advertisement play a dominant role in influencing the customers but most of the
customers are of opinion that promotional strategies of cellular companies are more sale oriented
rather than customer oriented.

Madern, Maull, Smart & Baker, (2005).

There are number of imperial studies on specific relationship of employees satisfaction. Often
the quality of the relationship is called satisfaction mirror which gives an idea that success of
business is from satisfaction of employee which is reflected in term of the customer satisfaction.
Service quality is derived from employee satisfaction for example if employees are satisfied it
has direct effect on both customer satisfaction and service quality.

Campbell & finch, (2004).

Customer satisfaction with offices is resolved not just by specialized execution, as well as by a
many-sided set of trade procedures, for example compelling correspondence and administration
of desires. Customer satisfaction have antecedent, mediated and moderated effect on personal
connections and enjoyable interactions. Customer satisfaction with offices is resolved not just by
specialized execution, additionally by a multifaceted set of trade methodologies, for example,
powerful correspondence and administration of desires.

Eggert & Ulaga (2002).

Customer satisfaction is the perceived feeling of a customer for which he orshe has set standards
if his expectation match with the standard he is satisfied.According to VS Ramaswamy (2010)
customer relationship management is not merely the response of the times, but the necessity of
the time as well it is the effective customer relationship management which converts buyers into
profitable customers and then builds relations and retains them as a customer for life.

Bowen & chen, (2001).

Satisfaction is an outcome of purchase in which consumer compare cost and rewards with the
anticipated consequences (Maxwell,2001). There is always a positive relationship between
customer satisfaction and profit maximization often organization.

Bhatnagar (2000).
In the findings of the author has inspected that the consumers satisfaction many time influenced
by the availability of consumer goods and services, the delivery of quality buyers goods and
service has established a major concern of all trades. Consumer satisfaction is typically known as
a post-consumption finding judgment concerning an exact goods or service.

Bousch & Homer (2003).

In this findings Author designed about the trustworthy buyers satisfaction. True customers are
those who buys same brand goods in their shopping everytime. They never bothered about the
value because they knew about quality will be maintained according to the price of the product.
A faithful customer is more important than 10 new customers to the company.
Choi Sang Long, Raha Khalafinezhad(2012).
Customer Relationship Management (CRM) is the entire process that focuses on the interface
between the organization and its customers. The objectives of CRM are to enhance profitability,
income, and customer satisfaction. Customer satisfaction and customer loyalty are two main
criteria for every organization to get success. A satisfied customer plays a role as a free
advertiser for every organization. It was argued that, customer satisfaction alone is not enough to
be successful in today's competitive market. Previous researchers proved that the cost of
retaining the exits customer is less than the cost of finding the new one. Therefore, customer
loyalty must be considering as an important issue and it is required to increase the customer
loyalty by positive impact of CRM strategy and customer satisfaction. In spite of the most
essential advantages of CRM, there are some difficulties in CRM implementation for different
organizations. Therefore, this study attempt to review the effective relationship between CRM,
customer satisfaction and customer loyalty of the selected organization by investigating the key
elements factors of CRM.

Csikszentmihalyi (2000).
In this findings of the author inspected that there are a connection between brand structure and
the consumer satisfaction about the product. It is agreed because if the grade of consumer
increase, the brand price increase and the degree of consumer satisfaction reduce then usually
brand value will reduce. It is related to each other.

Dailey & Fmi (2000).

In the findings, author has inspected that evaluation reduced that the consumption experience
was at smallest as better as it was supposed to be in the customer's attitude towards the product.