Customer Management Practices: Multiple Case Studies in Stock Broking Services

Gyaneshwar Singh Kushwaha and Shiv Ratan Agrawal
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Gyaneshwar Singh Kushwaha: Maulana Azad National Institute Of Technology (MANIT), Bhopal, India
Shiv Ratan Agrawal: Maulana Azad National Institute Of Technology (MANIT), Bhopal, India

International Journal of Customer Relationship Marketing and Management (IJCRMM), 2015, vol. 6, issue 2, 1-14

Abstract: The paper explores the interrelationships between service quality, customer satisfaction, customer retention, and customer loyalty through multiple (three) case studies in stock broking settings. A semi-structured, face-to-face interview was conducted of staff members. The findings from the study show that service quality as an overall and each of them are positively associated with customer satisfaction. The findings also suggested that customer retention is the predictor for customer loyalty in stock broking services. The proposed theory model may provide adoption guidance and a practical foundation for customer management to managers.

Date: 2015
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International Journal of Customer Relationship Marketing and Management (IJCRMM) is currently edited by Riyad Eid

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