Review of Literature

Customer Preference: Toward an Integrated Conceptual Framework

This article presents an empirical study into the development of a multi-item visitor satisfaction scale. The article reviews existing measures from consumer behaviour and tourism research and highlights an absence in the inclusion of emotional and dissonance related items. A research question is specified and a methodology discussed identifying the stages in the development of this scale. Results support a need for a better understanding of emotion and dissonance within visitor satisfaction measures and consequently in the development of tourism destination marketing strategies. Journal Of Vacation Marketing January 1, 2010 16: 29-44 The Roles of the Physical Environment, Price Perception, and Customer Satisfaction in Determining Customer Loyalty

This research aims to examine the relationships among three components of the physical environment (i.e., dcor and artifacts, spatial layout, and ambient conditions), price perception, customer satisfaction, and customer loyalty in the restaurant industry. A total of 279 cases from a survey were used to assess overall fit of the proposed model and test hypotheses using structural equation modeling. The three factors of the physical environment strongly influenced how customers perceived price, and this price perception, in turn, enhanced customer satisfaction level and directly/indirectly influenced customer loyalty. Dcor and artifacts were the most significant predictors of price perception among the three components of the physical environment. Furthermore, both price perception and customer satisfaction played significant partial/complete mediating roles in the proposed model. The paper provides potential ways for restaurateurs to increase customer loyalty by improving their understanding of the roles of physical environment, price perception, and customer satisfaction. Journal of Hospitality & Tourism Research November 1, 2009 33: 487-510

Customer satisfaction and loyalty: The critical elements of service quality As organizations become increasingly customer focused and driven by customer demands, the need to meet the customers' expectations and retain their loyalty becomes more critical. Generic issues concerning customer satisfaction and loyalty are reviewed, followed by specific examples from both road and rail passenger transport sectors. The case studies illustrate trends in customer behavior and show that customer expectations are rising while operators become more innovative in their attempts to attract and retain customers. Passenger transport operators in the UK are learning rapidly about the importance of customer satisfaction and loyalty and there is already much good practice there and overseas for them to benchmark against both competitively and functionally. With rising levels of traffic congestion and suggestions that road pricing to enter city centers and use some motorways is imminent, together with a growing awareness of environmental and social considerations, the future is currently more optimistic for operators than at any time since the mid-1950s. John Disney in Total Quality Management Business Excellence (1999) Using a Customer-Level Marketing Strategy to Enhance Firm Performance: A Review of Theoretical and Empirical Evidence

It is becoming increasingly apparent from the literature that marketers need to consider customer-level information when they generate a marketing strategy for the firm. In this article, the authors develop a customer-focused framework that uses a marketing strategy with an overall objective of maximized financial performance. This strategy is driven by seven customer-level marketing tactics and shows how actual customer data can be used to generate an actionable marketing strategy leading to optimal levels of profitability, customer equity, and shareholder value. In addition, the authors discuss a successful implementation of this strategy for several business-to-business and business-toconsumer firms and offer insights as to how to customize an implementation strategy for any firm, along with presenting potential challenges a firm may encounter during the

implementation process. Several suggestions for future research are offered to explore and harness this newly available evidence. Journal of the Academy of Marketing Science, Fall 2005; vol. 33, 4: pp. 504-519.

Abstract The main objective of the project is to understand and analyze the two big players in the cola industry, Coke and Pepsi. This project helps in understanding various parameters on which Coke and Pepsi captures the minds of the customers. It also helps the Coca-cola Company to analyze their market share and to provide better focus to various segment. This report clearly mentions objective of the study and the research methodology utilized both primary data and secondary data. The data collection method used is structured non disguised questionnaire in which the types of questions used are open ended, multiple choice and close ended. The project has been done in the area which is segmented into three clusters Annanagar, Padi and Thirumangalam. The questionnaire was used to collect the data from various retail outlets. This project gives an outlook on the satisfaction level of the customer and their preference towards soft drinks. And understanding the pulse of the market.