Preview Research LITERATUR REVIEW

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F. Preview Research

This previous research on this topic has been contacted by: 31 Table 2.1 Table Preview Research RESEARCHER YEAR TITLE VARIABEL RESEARCH METHOD RESULT Kofi Poku, Mariama zakari and Ajara Soali 2013 Impact of Service Quality on Custome r Loyalty in the Hotel Industry: An Empirica l Study from Ghana. Internati onal Review of Manage ment and Business Research Vol. 2 Issue.2 ISSN: 2306- 9007 Service Quality X Customer Loyalty Y Purposive Sampling, Questioner and Interview Multiple Regression The relationships and impact of the service quality variables are further buttressed by the results of a simple Probit Regression Model where the elements of service quality as against customer loyalty status are fit into a regression model. Responsiveness variable for the 3-star hotel, empathy and assurance variables play significant roles in generating customer loyalty for the 4-star and 3-star hotels, while reliability generates loyalty for Lizzie ‘s hotel, a 2-star hotel. Guest however, were least satisfied with the tangibility variable which does not also make any significant impact on their loyalty to the respective hotels. 32 RESEARCHER YEAR TITLE VARIABLE RESEARCH METHOD RESULT Dr. Rashid Saeed, Fareeha Nisar, Rab Nawaz Lodhi, Dr. Moeed Ahmad and Dr. Hafiz Muhammad Arshad 2013 Impact of Sales Promotion on the Consumer Loyalty in the Telecomm unication Industry in Pakistan. J. Basic. Appl. Sci. Res., 35901- 907, 2013. ISSN 2090- 4304. Sales Promotion X Customer loyalty Y Simple regression Sales promotion increases the consumer loyalty and as the sales promotion expenditures increases so does the consumer loyalty. Increasing trend has also opened many dimensions of customer response. The consumers are more prone to sales promotion and exhibit switching behavior between two or more networks to take the advantage of the promotional discounts. As the results also indicate that, the monetary savings have high impact on the consumer loyalty as compare to the other factors. But it does not mean that tendency of being loyal or switch between the networks is due to the quality of services during the time period of sales promotion. 33 RESEARCHER YEAR TITLE VARIABLE RESEARCH METHOD RESULT Satrendra Thakur and Dr. A. P. Singh 2012 Brand Image, Customer Satisfactio n and Customer Loyalty Intention a Study in the Context of Cosmetic Product among the People among of Central India Vol.2 Issue 5, May 2012, ISSN 2249 8834 Customer Satisfaction X Customer Loyalty Intention Y Correlation Path In this research we have examine the relationship between brand image, customer satisfaction and loyalty intention in the context of cosmetic product of selected company brand among the peoples of central India, five benefit of brand image has been discussed namely social, functional, symbolic, experiential and appearance enhance. Result has shown that three brand image benefit namely functional, social and appearance enhance has positively and significantly related to customer satisfaction and loyalty intention and two benefit namely experiential and symbolic has no significant impact on customer satisfaction and loyalty intention on the other hand result indicate that there is a positive relationship between customer satisfaction and loyalty intention. The results imply that marketing manager should focus on the brand image to win the customer satisfaction in order to make the customer loyal about their product and service. 34 RESEARCHER YEAR TITLE VARIABLE RESEARCH METHOD RESULT Kamalakumati Karunanithy and Dilani Rasanayagam 2013 Impact of Customer Satisfacti on on Customer Loyalty. Vol.3, No.7, 2013. ISSN 2224- 6096 ISSN 2225- 0581 Customer Satisfaction X Customer Loyalty Y Regression and Correlation analysis According to the model pricing and brand image are low level contribution with customer loyalty. So other factors may be of more influence with customer loyalty. These factors could be evaluated by further researches by incorporating those variables. As conclusion, through the development of the variables and maintaining the quality of the service or product would definitely pave way for expansion of the customer increase in net profit. 35

G. Theoretical Framework