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Customer Management Practices: Multiple Case Studies in Stock Broking Services

Author

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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)

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.

Suggested Citation

  • Gyaneshwar Singh Kushwaha & Shiv Ratan Agrawal, 2015. "Customer Management Practices: Multiple Case Studies in Stock Broking Services," International Journal of Customer Relationship Marketing and Management (IJCRMM), IGI Global, vol. 6(2), pages 1-14, April.
    • Handle: RePEc:igg:jcrmm0:v:6:y:2015:i:2:p:1-14
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    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJCRMM.2015040101
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    Cited by:

    1. Agrawal, Shiv Ratan & Mittal, Divya, 2022. "Optimizing customer engagement content strategy in retail and E-tail: Available on online product review videos," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).

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