Vol. 3, Issue 10 (2017)
Qualitative relationship on customer satisfaction in banking sector
Author(s): Antony PT
Abstract: Today firms are increasingly concerned with customers repeated service rendering. The importance of developing and maintaining enduring relationships with customers of service businesses is important. The relational benefits approach argues that categories of relationship oriented customer benefits exist, the fulfillment of which can predict the future development of existing relationships. Relationship building is one of the key aspects in maintaining a successful service business like banking. The relational benefits like social benefits, special treatment benefits and confidence benefits do influence customer satisfaction. Attention to customer opinion and understanding its belief not only leads to organizational performance but also causes the customer attachments to origination. There for the customers at is faction is the key to the achievement of the bank. A key challenge for researchers is to identify and understand how managerially controlled antecedent variables influence customer satisfaction. Relational benefits, which have a focus on the benefits consumers receive apart from the core service, represent as an approach to understanding customer satisfaction. The results provide support for the model and indicate that the concepts of confidence benefits, special treatment benefits and social benefits serve to significantly contribute to customer satisfaction in banking services.