Towards a Holistic Framework for Customer Centric Service, Customer Satisfaction, Trust, and Loyalty: A Conceptual Study

Towards a Holistic Framework for Customer Centric Service, Customer Satisfaction, Trust, and Loyalty: A Conceptual Study

Efigenia Madalena Mario Semente, Maxwell Chufama, Jacinto Silva
Copyright: © 2021 |Pages: 17
DOI: 10.4018/IJAMSE.2021010104
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Abstract

This study proposes RATTER-SSTL as a new framework for customer centricity. It contains nine dimensions that measure customer centricity, namely reliability, assurance, tangibles, training, empathy, responsiveness, service attainment, satisfaction, trust, and loyalty distributed along 44 items measured using a Likert scale (1 strongly disagree to strongly agree). Two hundred bank customers drawn from the city of Gweru in Zimbabwe were conveniently selected to participate in the study. The data collected from the participants was analysed using SPSS version 25. Cronbach's alpha and principal component analysis (PCA) were used as a measure of reliability and validity of the instrument. The internal consistency of the instrument has been established for all the constructs in the study. The 44 individual items used were deemed ideal to measure service quality and customer centricity since they all attained a minimum required Cronbach alpha of above 0.7. The study contributes significantly to both business practice and to the existing body of knowledge.
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1. Introduction

Customer centricity is receiving considerable attention in the literature. Frequently, customer centricity is linked to increased customer satisfaction, trust, loyalty and repeat purchase behaviour. Several authors have tried to present a plausible way to explain the relationship between these constructs. This study extends the notion of customer centricity to include key dimensions often neglected in the literature. The study begins by exploring relevant literature in the area of customer centric services and customer satisfaction and develops a framework or model that links customer centricity to customer satisfaction (Agbor, 2011).

1.1 Problem Statement

Numerous models and studies on service quality and customer centricity severally neglected that employees in an organisation need training as part of a holistic model of customer satisfaction. Often, training is presented within the context of internal marketing which in the long run is said to lead to customer satisfaction, trust, and loyalty (Kotler and Armstrong, 2015). Hence, this study proposes a holistic model that includes training as part of a comprehensive framework designed to achieve customer satisfaction. The new model is set to depict customer centricity in a more inclusive manner.

1.2 Research Objectives

This study is set to achieve the following:

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    To review related literature in the areas of service quality and customer centricity so as to explore the gap in the literature.

  • •

    To suggest a holistic model that measures customer centricity in organisations.

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    To assess the validity and the reliability of such Framework for achieving holistic customer centricity and satisfaction.

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2. Literature Review

This section looks at a collection of literature regarding not only the customer centric service concept but also at models that can aid model development. The section also provides a brief look at the positive consumer results that accrue from quality customer centric service.

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