A Study on the Impact of Service Guarantees on Marketing Performance and Customer Relations

Abstract

The service sector is a vital contributor to the growth of all the modern economies newlineof the world and is growing tremendously. This sector has been contributing newlinetremendously for the growth of Indian economy and employees as well as for the labour newlineworkforce in India. It is important to sustain and develop this sector in order to build long newlineterm competitive advantage in the present dynamic environment. Firms need to attract newlineand retain customers in order to gain market share and remain competitive in the newlineMarketplace. Both practitioners and academicians consider Service Guarantee as an newlineeffective means to attract and retain customers and gain a competitive advantage in the newlineMarketplace. Service Guarantee can act as a powerful instrument that will contribute to newlinethe customer-focused marketing strategy, acting as an extrinsic cue to signal quality. newlineWhile Service Guarantee is important for sustainability and growth of service newlinesector but the literature review reveals that very few studies have been conducted in India newlineon Service Guarantee which is having very low empirical support and is descriptive and newlinegeneral in nature. Furthermore, none of these studies have laid out systematically how newlineimplementing a Service Guarantee influences Customer satisfaction, Customer loyalty; newlineCustomers brand awareness and Marketing Performance. Subsequently, existing studies newlinehave tended to remain fragmented in their orientations, and Service Guarantee research newlineis still at an evolutionary stage. newlineThe main objectives of this research is to study the influence of Service Guarantee newlineon Marketing Performance and Customer Relations beside it further examines the newlineinfluence of Customer Relations on Marketing Performance. Based on the available newlineliterature, a structural model is proposed for the present study to determine the effect of Service Guarantee on Marketing Performance and Customer Relations.For the purpose of conducting the present study, two from the newlinebanking sector of the state of Jammu and Kashmir were select