Antecedents of Customer loyalty in the Service Sector

Abstract

The Service sector in India had gained tremendous growth. In the phase of stiff competition every company wants to increase his market share and for the purpose to hold and grow his market share. The Business depends on two things; one is to attract more customers and second is to push existing customer to buy more. For attracting new customer organizations are spending lots and lots of money but if they are not able to retain the customer, they will soon be rolled out from the business. If customer carries loyalty toward the firm, it means they are attitudinally and behaviourally loyal to the firm. The loyalty can be created and by knowing factors which grow and cultivate loyalty, it becomes easy for the organization to retain their customer. In this paper, we are trying to extract the main factors which affect loyalty from the existing literature. These antecedents become the main factor, which an organization must focus in order to make customer loyalty. Service sector comprises of various different industries and each industry differs by n number of constraints and it is difficult for anyone to extract antecedent those who fit in every industry, but there are many antecedents common in every industry. After an extensive literature survey, we can find those common antecedents. In this Research paper, we try to extract antecedents which are common in every industry in the service sector.