International Journal of Research in Social Sciences
Year : 2019, Volume : 9, Issue : 6
First page : ( 505) Last page : ( 515)
Online ISSN : 2249-2496.

“Customer Satisfaction as an Antecedent of Customer Loyalty”

Dr. Singh Anil K.

Associate Professor, Preston College, Gwalior, MP

Online published on 27 September, 2019.

Abstract

Future and Profitability of a company is a function of Customer Loyalty which in turn is largely attributable to Customer Satisfaction. The maxim goes like this “Higher is the Customer Satisfaction; higher would be the Customer Loyalty.” The present research tries to decipher and delineate the relationship between the aforementioned constructs in context of Cellular Industry. This research applied Simple Regression Analysis over the data from more than 500 cellular subscribers and endorsed the highly held view that customer satisfaction has magical strength to keep customer loyal.

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Keywords

Customer Satisfaction, Customer Loyalty, Regression Analysis.

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