Literature Review Summary

CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF RESEARCH
The essence of the dissertation principally to carry out relationship that exist between the impact of customer satisfaction and business performance from its antecedents of customer loyalty and retention, customer relationship management, based on performance of attribute in retail industry. A case study of ASDA is presented as concept proof. A detailed background of satisfaction of customer, loyalty and retention towards product or service performance represents the continuous challenges in the corporate financial gain and loss. Organisations usually consider enhanced customer relationship management (CRM) as a reputable asset to the core function of their organisation.
A considerable discussion on impact of behaviour of customer in performance of business of literature of marketing has been outlined (Heskett et al., 1994; Nelson et al., 1992; Rust and Zahorik, 1991; Storbacka et al., 1994). On the contrary, much may have not been discussed on work of empirical that has to do with satisfaction of customer, loyalty and retention, on the premises of attributes of quality of Service. Chain of service quality concept relates quality of service, behaviour of customer and inclusively profit was proposed (Reichheld and Sasser, 1990). They argued satisfaction of customer influences value of service quality, which directly relates retention of customer, loyalty of customer. Profitability is stimulated by customer retention and loyalty. Concept of service quality shall be discussed in marketing literature and various framework developed (Parasuraman et al., 1988). There isn’t much agreement within the researchers that explains relationship amongst attributes of service quality, satisfaction of customer even though previous research has shown a positive relationship (Rust and Oliver, 1994; Fornell et al., 1996).
Looking out for core attributes of service determines satisfaction of customer and not being satisfied

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