LITERATURE REVIEW

1. S. SIVESAN, "Service Quality And Customer Satisfaction: A Case Study- Banking

Sector In .Jaffna District, Sri Lanka", International Journal of Marketing,
Financial Service & Management Research, ISSN 2277 3622.

This study was undertaken with the objective of finding out the impact of the service quality on
customer's satisfaction in banking sectors. For this study, Quality of set-vices is evaluated by
reliability, functionality, responsiveness service design and assurances, and also reviewed
withheld of the GAP (SERVQUAL) analyze this was established by Zeithaml, Parasuramn and
Berry. Customer satisfaction is appraised by service facility and accessories, convenience and
supporting service, customer value, customer loyalty. The present study is initiated the impact of
the service quality on customer satisfaction with the samples of 143 customers of banking. The
study found that the correlation value between service quality and customer satisfaction is0.767.
It is significant at 0.01 levels. There is positive linear relationship between the services.
Quality and customer satisfactions According to the Regression analysis, 58.8 % service quality
impact on customer satisfaction. Finally, service quality influences on customer satisfaction. The
study further points out that keen attention should be paid to polish service quality. Because,
service quality are inter related with customer satisfaction.

OBJECTIVES OF THE STUDY
The main object of the study is to examine the impact of the service quality on customer
Satisfaction.
Sub objectives:-
To recognize the factors which influences the customer satisfaction?
To suggest the bank to increase the customer satisfaction and service quality.

In this research study the correlation value between and service quality and customer satisfaction
is 0.767. It is significant at 0.01 levels. There is positive linear relationship between the service
quality and customer satisfaction. According to the Regression analysis, customer satisfaction is
influenced by service quality by 58.8%. Finally service quality influences to customer
satisfaction. So, finally we can come to the conclusion that service quality has an impact on
customer satisfaction. Based on the find out, following tips can be provided to boost the service
quality in the banking sectors. Manager of the bank or administrative body needs to identify the
primary quality determinants, clearly managing the customer expectation, educating the
knowledge to customer regarding to the service.

2. DAVOUD BAGHERI DARGAH & HAMED GOLROKHSARI, "E-Tourism and
Customer Satisfaction Factors", Journal of Advanced Social Research, 320 328.

Information and Communication Technologies are rapidly expanding and have affected the
businesses and the way organizations compete (Porter, 2001). ICTs have been applied in tourism
industry over a number of years. Organizations adopt e-business for several reasons and
perceived benefits. In this paper, first will introduce different aspects of e-tourism including
benefits, threats, barriers and finally will go through the customer satisfaction factors in E-
tourism.
Despite the importance of E-tourism there has been less research on its different aspects. There
are researches held on tourists' satisfaction and also on on-line satisfaction but there is still a
research gap on on-line satisfaction in tourism industry. Current research is going to fill this gap
by finding the most important determinants of Convenience in E-satisfaction in tourism industry.
The methodologies used in this research are conducting focus group interviews and distributing
the questionnaire. Here respondents were a sample of passengers from Mehrabad airport,
'Tehran, who has experienced e-tourism at least once before.
This research yields rich insights for the managers of E- tourism firms, by introducing the factors
which have the most impact on customer's convenience which in turn is one of the determinants
of satisfaction in E-tourism.
The result show that time efficiency, Possibility of purchasing anywhere, Convenience of
purchasing any time, Direct access to information and customer service are the factors which
build convenience in E-tourism comparing with the traditional travel agencies. Moreover it
shows that Convenience of purchasing any time in E-tourism comparing with the limited
working hours of traditional travel agencies has satisfied tourists the most.
Szymansky and Hise, 2000, introduced five factors that can affect customer satisfaction in
online retailing. Among those factors convenience was the most important one. E-retailing is
promoted widely as a convenient avenue for shopping. Shopping online can economize on time
and effort by making it easy to locate merchants, find items, and procure offerings
(Balasubramanian, 1997).
Consumers do not have to leave their home nor travel to find and obtain merchandise online.
They can also browse for items by category or online store (Szymansky, Hise, 2000). The factors
that determine the convenience in E-tourism can increase the convenience of customers while
they are using E-tourism. The factors are Time efficiency, possibility of purchasing anywhere
and anytime, direct access to information and Customer service.
The result shows the manager of tourism website and E-tourism firms, that how they will be able
to increase the convenience of their customers which as a result will increase customer
satisfaction, retention, loyalty and finally the profit of the organization. Moreover the next phase
of our-Tourism and Customer Satisfaction Factors.
Research which was survey, determined that how the current E-tourism has satisfied customers
in respect of these five factor. The result shows that convenience of purchasing any time is the
factor that has satisfied customers the most. On the other hand customer service in E-tourism
could not satisfy customer's more than traditional travel agencies. As the result showed, lack of
customer service is threat for the E-tourism firms; however it can be converted to an opportunity
for E-tourism organizations to gain more online customers by offering better services comparing
with the traditional travel agencies.

The authors suggest further research on determining the services which can be offered to the
customers, in order to enhance customer services in online tourism. Moreover, this research
mentioned the advantages and disadvantages of E-tourism but still there is a need for finding the
barriers of running E-tourism by the tourism organizations especially in Iran.

3. MICHAEL CONKLIN, KEN POWAGA & STAN LIPOVETSICY, 2004,
"Customer Satisfaction Analysis: Identification Of Key Drivers", European
Journal of Operational Research, 154/3, 819 827.

A problem of identifying key drivers in customer satisfaction analysis is considered in relation to
Kano theory on the relationship between product quality and customer satisfaction using tools
from Cooperative Game Theory and Risk Analysis. Shapley Value and Attributable Risk
techniques to identify priorities of key drivers of customer satisfaction, or key dissatisfiers and
key enhancers. Here the authors demonstrate the theoretical and practical advantages of Shapley
Value and Attributable Risk concepts in elaborating optimal marketing strategy. The quality
management theories (Kano et al. (1984), Levitt (1986), Gale and Wood (1994), Mittal, Kumar
and Jain (1998), Lowenstein (1995)) indicate that many key product and service attributes have a
curvilinear relationship to satisfaction.
Certain attributes, termed "Must-be" attributes by Kano, have a dramatic negative impact on
satisfaction when they are not delivered, but have a minimal positive impact when they are
improved from an acceptable level. The non-linear nature of the relationship between "Must-be"
attributes and overall satisfaction makes identification of such attributes difficult with standard
linear modeling techniques. Furthermore, the relationship between these "Must-be" attributes and
overall customer satisfaction is multiplicative, because failure on any one of the "Must-be"
attributes.



Causes the decline in overall satisfaction. It is not necessary to have reduction in performance
on all of the "Must-be" attributes. The "Must-be" attributes define what we call the key
dissatisfiers. In this paper, an analytical design that effectively identifies the key dissatisfiers that
need attention. A basis of key driver analysis is the calculation of the Shapley Value of the
attributes.
The Shapley Value, as applied here, is a measure of the importance of including each attribute in
the set of key dissatisfies, i.e. the attributes that need managerial attention. The Shapley Value
works by assessing the relative effect on the dependent variable by different combinations of
predictor variables. We have demonstrated the practical advantages of the Shapley Value as a
useful decision tool that can be applied for numerous problems of categorical data modeling
arising in various managerial fields. Following the strategy suggested by the Shapley Value for
key drivers, the managers can choose the best direction toward improving customer acquisition
and retention.
Customer satisfaction refers to the extent to which customers are happy with the products and
services provided by a business. Customer satisfaction levels can be measured using survey
techniques and questionnaires. Gaining high levels of customer satisfaction is very important to a
business because satisfied customers are most likely to be loyal and to make repeat orders and to
use a wide range of services offered by a business.

CONCLUSION
Studies carried out by companies like Argos and Cadburys have found very high levels of
customer satisfaction. It is not surprising because these companies emphasize market research
and marketing as the tools to find out what customers want. Knowing what your customer wants
then makes it possible to tailor everything you do to pleasing the customers e.g. providing the
goods that customers want, in the packaging that they want, in retail outlets which are convenient
to use and well placed.


There are many factors which lead to high levels of customer satisfaction including:
Products and services which are customer focused and thence provide high levels of
value for money.
Customer service giving personal attention to the needs of individual customers. After
sales service - following up the original purchase with after sales support such as
maintenance and updating (for example in the updating of computer packages).
What is clear about customer satisfaction is that customers are most likely to appreciate the
goods and services that they buy if they are made to feel special. This occurs when they feel that
the goods and services that they buy have been specially produced for them or for people like
them. This relates to a wide range of products such as razors that are designed for ease of use and
good quality finish, petrol products that are environmentally friendly and customized to meet the
need of particular types of engines, etc.
The level of satisfaction a customer has with a company has profound effects. Studies have
found that the level of customer's satisfaction has a positive effect on profitability:-
A totally satisfied customer contributes 2.6 times as much revenue to a company as a
somewhat satisfied customer.
A totally satisfied customer contributes 17 times as much revenue as a somewhat
dissatisfied customer.
A totally dissatisfied customer decreases revenue at a rate equal to 18 times what a totally
satisfied customer contributes to a company.
Research has shown that when a person is satisfied with a company or service they are likely to
share their experience with other people to the order of perhaps five or six people. However,
dissatisfied customers are likely to tell another ten people of their unfortunate experience. Thus,
though customer satisfaction does not guarantee the repurchase from a company but it does play
a very important role in achieving customer loyalty. Conducting customer satisfaction research
will provide your company with the necessary insight it needs to make informed decisions in
order to retain and increase your customer base and improve customer relationships.