LITERATURE REVIEW

1. S. SIVESAN, "Service Quality And Customer Satisfaction: A Case Study- Banking Sector In .Jaffna District, Sri Lanka", International Journal of Marketing, Financial Service & Management Research, ISSN 2277 3622.

This study was undertaken with the objective of finding out the impact of the service quality on customer's satisfaction in banking sectors. For this study, Quality of set-vices is evaluated by reliability, functionality, responsiveness service design and assurances, and also reviewed withheld of the GAP (SERVQUAL) analyze this was established by Zeithaml, Parasuramn and Berry. Customer satisfaction is appraised by service facility and accessories, convenience and supporting service, customer value, customer loyalty. The present study is initiated the impact of the service quality on customer satisfaction with the samples of 143 customers of banking. The study found that the correlation value between service quality and customer satisfaction is0.767. It is significant at 0.01 levels. There is positive linear relationship between the services. Quality and customer satisfactions According to the Regression analysis, 58.8 % service quality impact on customer satisfaction. Finally, service quality influences on customer satisfaction. The study further points out that keen attention should be paid to polish service quality. Because, service quality are inter related with customer satisfaction.

OBJECTIVES OF THE STUDY The main object of the study is to examine the impact of the service quality on customer Satisfaction. Sub objectives:- To recognize the factors which influences the customer satisfaction? To suggest the bank to increase the customer satisfaction and service quality.

In this research study the correlation value between and service quality and customer satisfaction is 0.767. It is significant at 0.01 levels. There is positive linear relationship between the service quality and customer satisfaction. According to the Regression analysis, customer satisfaction is influenced by service quality by 58.8%. Finally service quality influences to customer satisfaction. So, finally we can come to the conclusion that service quality has an impact on customer satisfaction. Based on the find out, following tips can be provided to boost the service quality in the banking sectors. Manager of the bank or administrative body needs to identify the primary quality determinants, clearly managing the customer expectation, educating the knowledge to customer regarding to the service.

2. DAVOUD BAGHERI DARGAH & HAMED GOLROKHSARI, "E-Tourism and Customer Satisfaction Factors", Journal of Advanced Social Research, 320 328.

Information and Communication Technologies are rapidly expanding and have affected the businesses and the way organizations compete (Porter, 2001). ICTs have been applied in tourism industry over a number of years. Organizations adopt e-business for several reasons and perceived benefits. In this paper, first will introduce different aspects of e-tourism including benefits, threats, barriers and finally will go through the customer satisfaction factors in E-tourism. Despite the importance of E-tourism there has been less research on its different aspects. There are researches held on tourists' satisfaction and also on on-line satisfaction but there is still a research gap on on-line satisfaction in tourism industry. Current research is going to fill this gap by finding the most important determinants of Convenience in E-satisfaction in tourism industry. The methodologies used in this research are conducting focus group interviews and distributing the questionnaire. Here respondents were a sample of passengers from Mehrabad airport, 'Tehran, who has experienced e-tourism at least once before. This research yields rich insights for the managers of E- tourism firms, by introducing the factors which have the most impact on customer's convenience which in turn is one of the determinants of satisfaction in E-tourism. The result show that time efficiency, Possibility of purchasing anywhere, Convenience of purchasing any time, Direct access to information and customer service are the factors which build convenience in E-tourism comparing with the traditional travel agencies. Moreover it shows that Convenience of purchasing any time in E-tourism comparing with the limited working hours of traditional travel agencies has satisfied tourists the most. Szymansky and Hise, 2000, introduced five factors that can affect customer satisfaction in online retailing. Among those factors convenience was the most important one. E-retailing is promoted widely as a convenient avenue for shopping. Shopping online can economize on time and effort by making it easy to locate merchants, find items, and procure offerings (Balasubramanian, 1997). Consumers do not have to leave their home nor travel to find and obtain merchandise online. They can also browse for items by category or online store (Szymansky, Hise, 2000). The factors that determine the convenience in E-tourism can increase the convenience of customers while they are using E-tourism. The factors are Time efficiency, possibility of purchasing anywhere and anytime, direct access to information and Customer service. The result shows the manager of tourism website and E-tourism firms, that how they will be able to increase the convenience of their customers which as a result will increase customer satisfaction, retention, loyalty and finally the profit of the organization. Moreover the next phase of our-Tourism and Customer Satisfaction Factors. Research which was survey, determined that how the current E-tourism has satisfied customers in respect of these five factor. The result shows that convenience of purchasing any time is the factor that has satisfied customers the most. On the other hand customer service in E-tourism could not satisfy customer's more than traditional travel agencies. As the result showed, lack of customer service is threat for the E-tourism firms; however it can be converted to an opportunity for E-tourism organizations to gain more online customers by offering better services comparing with the traditional travel agencies.

The authors suggest further research on determining the services which can be offered to the customers, in order to enhance customer services in online tourism. Moreover, this research mentioned the advantages and disadvantages of E-tourism but still there is a need for finding the barriers of running E-tourism by the tourism organizations especially in Iran.

3. MICHAEL CONKLIN, KEN POWAGA & STAN LIPOVETSICY, 2004, "Customer Satisfaction Analysis: Identification Of Key Drivers", European Journal of Operational Research, 154/3, 819 827. A problem of identifying key drivers in customer satisfaction analysis is considered in relation to Kano theory on the relationship between product quality and customer satisfaction using tools from Cooperative Game Theory and Risk Analysis. Shapley Value and Attributable Risk techniques to identify priorities of key drivers of customer satisfaction, or key dissatisfiers and key enhancers. Here the authors demonstrate the theoretical and practical advantages of Shapley Value and Attributable Risk concepts in elaborating optimal marketing strategy. The quality management theories (Kano et al. (1984), Levitt (1986), Gale and Wood (1994), Mittal, Kumar and Jain (1998), Lowenstein (1995)) indicate that many key product and service attributes have a curvilinear relationship to satisfaction. Certain attributes, termed "Must-be" attributes by Kano, have a dramatic negative impact on satisfaction when they are not delivered, but have a minimal positive impact when they are improved from an acceptable level. The non-linear nature of the relationship between "Must-be" attributes and overall satisfaction makes identification of such attributes difficult with standard linear modeling techniques. Furthermore, the relationship between these "Must-be" attributes and overall customer satisfaction is multiplicative, because failure on any one of the "Must-be" attributes.

Causes the decline in overall satisfaction. It is not necessary to have reduction in performance on all of the "Must-be" attributes. The "Must-be" attributes define what we call the key dissatisfiers. In this paper, an analytical design that effectively identifies the key dissatisfiers that need attention. A basis of key driver analysis is the calculation of the Shapley Value of the attributes.The Shapley Value, as applied here, is a measure of the importance of including each attribute in the set of key dissatisfies, i.e. the attributes that need managerial attention. The Shapley Value works by assessing the relative effect on the dependent variable by different combinations of predictor variables. We have demonstrated the practical advantages of the Shapley Value as a useful decision tool that can be applied for numerous problems of categorical data modeling arising in various managerial fields. Following the strategy suggested by the Shapley Value for key drivers, the managers can choose the best direction toward improving customer acquisition and retention. Customer satisfaction refers to the extent to which customers are happy with the products and services provided by a business. Customer satisfaction levels can be measured using survey techniques and questionnaires. Gaining high levels of customer satisfaction is very important to a business because satisfied customers are most likely to be loyal and to make repeat orders and to use a wide range of services offered by a business.

CONCLUSION Studies carried out by companies like Argos and Cadburys have found very high levels of customer satisfaction. It is not surprising because these companies emphasize market research and marketing as the tools to find out what customers want. Knowing what your customer wants then makes it possible to tailor everything you do to pleasing the customers e.g. providing the goods that customers want, in the packaging that they want, in retail outlets which are convenient to use and well placed.

There are many factors which lead to high levels of customer satisfaction including: Products and services which are customer focused and thence provide high levels of value for money. Customer service giving personal attention to the needs of individual customers. After sales service - following up the original purchase with after sales support such as maintenance and updating (for example in the updating of computer packages). What is clear about customer satisfaction is that customers are most likely to appreciate the goods and services that they buy if they are made to feel special. This occurs when they feel that the goods and services that they buy have been specially produced for them or for people like them. This relates to a wide range of products such as razors that are designed for ease of use and good quality finish, petrol products that are environmentally friendly and customized to meet the need of particular types of engines, etc. The level of satisfaction a customer has with a company has profound effects. Studies have found that the level of customer's satisfaction has a positive effect on profitability:- A totally satisfied customer contributes 2.6 times as much revenue to a company as a somewhat satisfied customer. A totally satisfied customer contributes 17 times as much revenue as a somewhat dissatisfied customer. A totally dissatisfied customer decreases revenue at a rate equal to 18 times what a totally satisfied customer contributes to a company. Research has shown that when a person is satisfied with a company or service they are likely to share their experience with other people to the order of perhaps five or six people. However, dissatisfied customers are likely to tell another ten people of their unfortunate experience. Thus, though customer satisfaction does not guarantee the repurchase from a company but it does play a very important role in achieving customer loyalty. Conducting customer satisfaction research will provide your company with the necessary insight it needs to make informed decisions in order to retain and increase your customer base and improve customer relationships.