Impact of Service Quality in Maintaining Customer Loyalty in Singtel
- 1 Name of the Journal: International Journal of Marketing Studies
- Reference: Kheng, L.L., Mahamad, O., Ramayah, T. and Mosahab, R. 2010. The Impact of Service Quality on Customer Loyalty: A Study of Banks in Penang, Malaysia. International Journal of Marketing Studies 2(2), pp. 57-66.
- Overview: In the view of Kheng et al. (2010), in order to maintain success in the global market, it is necessary for the organisations to maintain a proper and good relationship with consumers, as this enhances the aspects like consumer loyalty and customer satisfaction towards the product and services of the organisation. It has been observed in many cases that service quality can influence the organisation in different aspects like maintaining superior performance in the market, helping in increasing the profitability of the organisation and enhancing the market share of the organisation. Service quality also influences the organisation in terms of maintaining enhanced consumer relationship, developing a brand image, and increasing consumer loyalty. Moreover, service quality also impacts consumer purchase decision, which enhances consumer loyalty towards the organisation. It is also important to maintain service quality for enhancing the competitive advantage in the global market.
- Methodology: In the mentioned journal, the authors have used primary methodology.
- Nature of the Research: The research is qualitative in nature as it is based on both empirical study of trusted sources, as well as a survey conducted on the basis of the hypothesis generated.
- Research Strategy: Empirical study of the journal and valid sources, and survey conduction.
- 2. Name of the Journal: Database Marketing & Customer Strategy Management
- Reference: Yuen, E.F.T. and Chan, S.S.L. 2010. The effect of retail service quality and product quality on customer loyalty. Database Marketing & Customer Strategy Management 17(3/4), pp. 222-240.
- Overview: In this journal, Yuen and Chan (2010) mentioned that it has become necessary for the organisation to enhance service quality in order to maintain a competitive advantage in the global market. However, enhancement of service quality has affected the growth in consumers demand and expectation positively. Therefore, it has been observed that the fulfilment of consumer demand impacts consumer loyalty towards the brand. Similarly, in order to meet the diverse nature of the consumer demand, it is necessary for the organisation to formulate different strategies, which have the capability of fulfilling consumer’s demand. Hence, using differentiated strategies for different consumer demands enhances consumer loyalty, which increases the profitability of the organisation together with gaining competitive advantage in the global market.
- Methodology: The authors have used the primary methodology which is data collection.
- Nature of the Research: The research work is quantitative in nature as it depends on the collected data.
- Research Strategy: Data collection
Impact of Customer’s Satisfaction in Maintaining Customer Loyalty in Singtel
- 1. Name of the Journal: International Journal of Information Management
- Reference: Deng, Z., Lu, Y., Wei, K.K. and Zhang, J. 2010. Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China. International journal of information management 30(4), pp. 289-300.
- Overview: In the views of the authors, Deng et al. (2010), due to increase in demand in the telecommunication industry, it has become necessary for the organisations to maintain consumer satisfaction and enhance consumer loyalty in order to maintain a competitive advantage in the market. It has been observed that maintaining positive customer relationship enhances customer loyalty, which is the key to maintain competitive advantage and ensure sustainability in the global market. In order to attract new customers, the organisation has to invest more in the marketing strategies and product innovation. However, it is comparatively cost effective in order to maintain existing customers by enhancing customer relationship. Similarly, exposure towards technology has made it crucial for the telecommunication organisations to retain their existing customers. It has been observed that to sustain in the global market, it is necessary for the organisations to analyse customer satisfaction and factors that are affecting it. Therefore, it is necessary for the organisations, specifically in the telecommunication industry, to focus on customer loyalty in order to maintain sustainability in the global market.
- Methodology: The research uses the primary methodology of research.
- Nature of the Research: nature is quantitative as the survey conducted based on the questionnaire.
- Research Strategy: Survey and conducting a personal interview
- 2. Name of the Journal: Journal of Hospitality and Tourism Research
- Reference: Han, H. and Ryu, K. 2009. The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry. Journal of Hospitality & Tourism Research 33(4), pp. 487-510.
- Overview: According to Han and Ryu (2009), the loyalty of customers towards the brand is mainly dependent on the satisfaction of the customers while using the products and services of the organisation. Therefore, the organisation maintains marketing strategy that is focused on the aspects that enhance customer satisfaction. It has been observed in many studies that satisfaction of the customers mainly depends on price formulation of the products and services and physical surroundings. Unlike physical products, services that are provided to the customers are intangible in nature. Hence, it is hard for the organisation to evaluate the experience of the customers while providing services in specific to the customers. Therefore, the organisations try to enhance customer satisfaction by providing proper pricing and environment to the customers as they believe that customer satisfaction is crucial to maintain customer loyalty.
- Methodology: The research work followed the secondary methodology
- Nature of the research: Both qualitative and quantitative
- Research strategy: Empirical study of the available sources and data collection
What is Brand Image
Journal Name: Journal of Marketing
Reference: Thompson, C.J., Rindfleisch, A. And Arsel, Z. 2015. Emotional Branding and the
Strategic Value of the Doppelgänger. Journal of Marketing 70, pp. 50-64.
Overview: According to Thompson, Rindfleisch and Arsel (2015), a brand image can be defined as one of the important factors that help consumers to identify the values of the company that are provided to the customers, and thus, gives a competitive advantage to the company as well. It is the primary impression, idea, or belief of the company perceived by the potential customers. Brand image is helpful for the company as the company can easily get consumer attention while introducing new products. Other than this, the confidence of the existing customers will help the brand to retain them and to get more customers with word of mouth of the existing consumers, and thus, boost consumer-business relationship and increase the profit as well (Thompson, Rindfleisch and Arsel, 2015).
The authors have also explained that most of the companies spend on resources, efforts, and time to build a brand as they decide on creating the values that will affect customers’ decision while purchasing it. Other than this, brand positioning, as well as personality also depends on the brand image. In the same line, brand image coveys and develops the characteristics of products belonging to a particular company and helps to identify the differences of that company with its competitors (Thompson, Rindfleisch and Arsel, 2015).
Methodology: The research has used the secondary methodology with several previous studies and models t get the clear evidence based information regarding the study.
Nature of Research: The nature of the research here is qualitative.
Research Strategy: the strategy which is used in the article is data collection, as it has used the previous studies in the article.
Importance of Brand Images in Business
Journal Name: JOURNAL OF INTERNATIONAL CONSUMER MARKETING
Reference: O’Cass, A. and Lim, K. 2002. The Influence of Brand Associations on Brand Preference and Purchase Intention. JOURNAL OF INTERNATIONAL CONSUMER MARKETING 14(2/3). pp. 41-71.
Overview: In the viewpoints of O’Cass and Lim (2002), brand image plays an important role in building customer loyalty. One of the factors that influence brand image is an attribute of the company, and this is the most influential factor for getting more attention from the customers. For example, if brand includes corporate charity in its strategy, it will bring more customers’ attention and increase the brand value, and thus, customers’ loyalty will also increase. Brand value is important for a brand to exist and compete in the industry as the positive brand image is an influential factor in creating and increasing brand value. Advertisement plays an important role in creating a positive brand image of the company. Hence, the company has to focus on advertisement so that more people are aware of the brand and their positive feedback will be helpful in attracting more customers. On the other hand, if the brand succeeds to make a good impression in the consumers’ mind, it will also help the company to retain them and to get the attention of more customers who will be attracted to the brand when they will know the positive feedback of the existing customers (O’Cass and Lim, 2002).
Methodology: The journal has used primary methodology with survey questionnaire to get the information based on previous data to know the impact of brand image on the customer loyalty.
Nature of Research: The nature of research which is taken in the article is Quantitative.
Research Strategy: The research strategy which is used in the article is based on Survey.
Customer Loyalty and Its Importance in the Business
Journal Name: Journal of Targeting, Measurement and Analysis for Marketing.
Reference: Khatibi, A.A., Ismail, H. and Thyagarajan, V. 2002. What drives customer loyalty:
An analysis from the telecommunications industry. Journal of Targeting, Measurement and Analysis for Marketing 11(1), pp. 34-44.
Overview: In the viewpoint of Khatibi, Ismail and Thyagarajan (2002), continuous affirmative customer experience with service and products of the company, perceived value of that experience, and physical dimension of their satisfaction results into customer loyalty. It is positively associated with the satisfaction of the customers as happy customers always prefer to choose a brand that fulfils their expectations instead of switching to a different brand. A company’s continuous effort to produce same products with the same success every time will create brand loyalty to the customers. Organisations also focus on customer service so that the existing customers can be retained, and more customers can be attracted as well. The companies often provide customer reward functions and loyalty programs to appreciate repeating business with the company. These programs also prove to be helpful in increasing customer loyalty (Khatibi, Ismail and Thyagarajan, 2002).
Methodology: The methodology used in the article is secondary, as the authors has used previous studies to get an evident based information about the subject.
Nature of Research: The nature of the research is qualitative.
Research Strategy: the strategy which is used in the article is based on data collectionsThe Importance of Customer Loyalty
Journal Name: INTERNATIONAL JOURNAL OF INNOVATIVE RESEARCH & DEVELOPMENT
Reference: Launtu, A. 2016. Effect of Brand Image Customer Satisfaction in Telecom Industry in South Sulawesi. INTERNATIONAL JOURNAL OF INNOVATIVE RESEARCH & DEVELOPMENT 5(1), pp. 430-434.
Overview: According to Launtu (2016), Customer loyalty is important to retain the existing customers and to get the attention of the more customers so that the business can sustain and expand in the competitive world. With the customer loyalty, the company can get competitive advantage which will be helpful in sustaining in long run (Launtu, 2016).
Methodology: the methodology which is used in the research is secondary based on the empirical studies of the past.
Nature of Research: Qualitative is the nature of the study
Research Strategy: the research strategy which is used in the article is empirical
Influence of Service Quality, Customer Satisfaction, and Brand Image on Customer Loyalty of Business.
Journal Name: Jurnal EMBA.
Reference: Susanto, A.H. 2013. The Influence Of Customer Purchase Decision On Customer Satisfaction And It’s Impact To Customer Loyalty. Jurnal EMBA 1(4), pp. 1659-1666.
Overview: As per Susanto (2013), customer loyalty depends on customer satisfaction, which plays an important role in the decision making of the consumers. If the consumers choose the brand every time when they shop, it indicates that they are satisfied with the products and services of the brand and thus, customer loyalty can also be identified. The quality of the products and the services also influence customer satisfaction and loyalty. If the products and after purchase service provided by the company is good, customers can easily be attracted towards the company and it works as self-advertisement of the brand. If better services are provided by the company, more customers are attracted towards the brand. It works as a retention process for the existing customers as well (Susanto, 2013).
Methodology: The methodology used by the authors in this article is Primary.
Nature of Research: The nature of the research is Quantitative.
Research Strategy: Data collection is the research strategy which is used in the article.
Conclusion and Implications
The literature review is helpful in understanding the impact of service quality, customers satisfaction, and brand image on customer loyalty of the communication company, Singtel. Most of the studies that are used in the paper are based on secondary methodology, which helps to get quantitative data from the past researches and can be used to get proper knowledge without wasting time. It will also help in investigation-based information about the changes and development in the past. The progress report, libraries, internet searches, and government departments such as tax records, electronic statistics, social security, and housing are the sources of the secondary data. On the other hand, primary methodology uses questionnaires, personal and group interviews, case studies, and scientific experiments as its sources and data are unique to the researchers until it is published. Though primary methodology helps in getting knowledge about the subject with questionnaires, I think the secondary methodology is more helpful at the initial stage as it gives information about the past studies contributing to getting knowledge about the selected subject. Hence, I feel the literature review given above has helped me to know various kinds of the methodologies, which can be used in the articles, and I can also decide the methodology that will be helpful for my learning. In the present scenario also, the secondary methodology is more helpful as it gives the market-based and industry-based information without investigating on them, which will help me to utilise the knowledge without spending extended time on researching on the subject.