The Marketing practices: Satisfaction leads to Loyalty – Brand Propensity of IOB Puducherry
Year: 2024
Type: article
Study design: Observational Study
Abstract: This study aims to investigate the relationship between customer satisfaction and loyalty in the context of Indian Overseas Bank's (IOB) banking practices. The research employs a mixed-methods approach, combining both quantitative and qualitative data collection and analysis methods. A structured questionnaire is used to collect data from a sample of 110 customers. The study uses various statistical tools, including percentage analysis, chi-square test, ANOVA, Pearson correlation, and regression analysis, to analyses the data. The research objectives include identifying consumer preferences towards personalization of services, finding the problems faced by customers in the bank, assessing customer satisfaction towards IOB's services, evaluating the proactive customer support provided by the bank, and examining the bank's involvement in fostering community engagement. The study's findings are expected to provide valuable insights into the relationship between customer satisfaction and loyalty in the banking sector, and offer recommendations for IOB to improve its services and enhance customer satisfaction and loyalty. The research contributes to the existing literature on customer satisfaction and loyalty, and provides a framework for banks to develop effective strategies for improving customer relationships and loyalty.
Authors: Arunkumar.V -, S. Pougajendy -
Institution: Sri Manakula Vinayagar Educational Trust
Language: English
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4406003116