Selasa, 02 Juli 2013

The Impact of Operations Performance on Customer Loyalty

Vikas Kumar
Service Science 3(2), pp. 158-171, © 2011 SSG

This research develops a longitudinal study that builds upon previous findings that operations
performance of service delivery can positively affect customer satisfaction, further extending this
verdict to point out operations performance as a direct determinant of customer loyalty. Path Analysis is used as a methodological framework. This paper reports the findings of an empirical research conducted in a large telecommunications company operating in the UK. Regarding operations performance impact on customer loyalty, the research findings support the conclusion that while operations speed may help to acquire customers, it is the operations dependability that more strongly drives customer loyalty in the long term.
Key words: customer loyalty drivers; operations performance; service delivery; dependability; speed;
quality

1. Introduction
Customer loyalty is one of the most frequently addressed subjects in the marketing and service literature (Andreassen and Lindestad, 1998a; Kerr, 1999; Patterson and Smith, 2003; Eshghi, Haughton, and Topi, 2007; Heskett and Sasser, 2010). The subject has gained attention of service companies because of its importance to the successful running of any business. Realizing the prime importance of customer loyalty to organisations, a major concern is to determine how it is affected. Issues involving customer loyalty in service organisations have drawn the attention of various researchers concerned with finding the determinants of customer loyalty and their implications
in service industries.
Most of the studies on this matter have concluded that customer satisfaction is one of the major determinants of customer loyalty (Parasuraman et al. 1988; Anderson and Sullivan, 1993; Andreassen and Lindestad, 1998a; Lin and Wang, 2006). Besides customer satisfaction, low perceived value compels customers towards switching to competing businesses in order to increase perceived value, which consequently contributes to a decline in loyalty (Anderson and Srinivasan, 2003). Recent research has found that perceived trust directly and positively influences customer satisfaction and customer loyalty (Chiou, 2004). This aspect was strengthened by Lin and Wang (2006), whose study concluded that trusting beliefs could lead to customer satisfaction, which, in turn, influences customer loyalty. Corporate image and Brand image also positively affects customer loyalty and customer satisfaction (Andreassen and Lindestad, 1998a; Javalgi and Moberg, 1997). Other studies have found that service quality is a ........ . . ... (baca_selengkapnya)  

Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).
e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
HP. 08122353284
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