Brand Equity has been considered as the intervening variable among several antecedents to consequ... more Brand Equity has been considered as the intervening variable among several antecedents to consequences. This study hypothesized the function of Brand Equity as a mediator between Brand Awareness, Brand Association, Brand Image, Perceived Quality and Brand Loyalty towards Word of Mouth. The results of the study stated that the Brand Equity fully mediated certain antecedents and partially mediated with others. The absence and subsistence of mediation for brand equity among the antecedents and consequences have been proved with respect to the Fashion Industry in India.
Three aspects of consumer behaviour have been
discussed through the study. The influences of
cust... more Three aspects of consumer behaviour have been discussed through the study. The influences of customer knowledge towards involvement, knowledge towards satisfaction and the influences of involvement towards satisfaction were hypothesized and proved in the mobile phone market of India. The results of the study show that customer knowledge reduces customer involvement and increases customer satisfaction. It was also suggested that high involvement during the purchase leads to customer satisfaction. The study reported the interplay of customer knowledge, customer involvement and customer satisfaction.
Cognitive Dissonance is a post-purchase phenomenon where the consumers are in fix with their rece... more Cognitive Dissonance is a post-purchase phenomenon where the consumers are in fix with their recent decision. It is a situation that exists when consumers who have made recent purchases feel doubts about the wisdom of their decisions. Customer expectations can be explained as the ideas and feelings of a customer about the product or service and depends on what he or she needs from the product. The relation between customers' expectations and its relative importance in generating Cognitive Dissonance to such customers have been studied by the authors and reported in this paper. The study is conducted among the students' belonging to the age group of 19-25 years in a University from the state of Kerala, who bought a durable product very close to the time of study (in seven days). The dimensions of customers' expectations has been classified as expectation on quality, expectation on after sales service, expectation on customer consideration, expectation on offers/promotions, and expectation of price. The study revealed that when expectation of price, expectation of offers/promotions and expectation on after sales service are high or very strong, then the chance for cognitive dissonance are also very high, and other two expectations such as expectation on quality and expectation on customer consideration have not been found as important in generating cognitive dissonance.
The concept " cognitive dissonance " is of great significance in consumer behaviour and marketers... more The concept " cognitive dissonance " is of great significance in consumer behaviour and marketers have a lot of interest in analyzing the post purchase behaviour of consumers, more particularly about the dissonance experienced by them. This paper explores the cognitive dissonance and its outcome behaviours among university students belonging to the age group of 19 to 25, who bought a durable product very recently. The importance of nine determinants of Cognitive Dissonance in developing cognitive dissonance in the age group was also examined. The findings of the study are in consensus with the findings of the previous studies. Results shows that various determinants posses different degree of influences in developing Cognitive dissonance to customers.
The experiences of a customer during the
purchase process definitely determine the level of
satis... more The experiences of a customer during the purchase process definitely determine the level of satisfaction/dissatisfaction for the product or service. The towering competition the market place persuaded the marketers for managing the customer interaction even before making their decisions. This view would be more significant in the case of high involvement products such as automobiles. Automobile industry shows extensive competition and every player comes with innovative strategies for acquiring as well as retaining its customer base. Recent marketing thinkers suggested that customers are the most influential advertising weapon in the modern world because they have to negotiate the product with new customers. They might feel that they are not cheated by anyone in the sales channel and should get enough supports even after the purchase of the product. This study becomes important as customers evaluate their post purchase experiences as a criterion for recommending an automobile to their near and dear. The data were collected among the customers of medium segment cars in Kerala and the results of the study states that customers purchase experiences significantly influences post purchase customer loyalty.
ABSTRACT
Customer satisfaction has been studied with the help of antecedents and consequences and... more ABSTRACT Customer satisfaction has been studied with the help of antecedents and consequences and reported varying influences depend on the context and time. Customer satisfaction as such very simple to understand but difficult to attain as it is very dynamic during the evaluation. This study attempts to trace the role of customer satisfaction between certain antecedent (aesthetic appeal of interior design and shopping enjoyment) and consequences (commitment and repatronage intention) and proved that certain variable have direct impact to the consequences and other have impact through the customer satisfaction. The result of the study becomes important as customer satisfaction sometime moderates the antecedents to consequences that were least diagnosed in the literature. KEYWORDS: Customer Satisfaction, Commitment, Repatronage Intention, Antecedents, Consequences JEL CLASSIFICATION: D01, D12, D63
Brand Equity has been considered as the intervening variable among several antecedents to consequ... more Brand Equity has been considered as the intervening variable among several antecedents to consequences. This study hypothesized the function of Brand Equity as a mediator between Brand Awareness, Brand Association, Brand Image, Perceived Quality and Brand Loyalty towards Word of Mouth. The results of the study stated that the Brand Equity fully mediated certain antecedents and partially mediated with others. The absence and subsistence of mediation for brand equity among the antecedents and consequences have been proved with respect to the Fashion Industry in India.
Three aspects of consumer behaviour have been
discussed through the study. The influences of
cust... more Three aspects of consumer behaviour have been discussed through the study. The influences of customer knowledge towards involvement, knowledge towards satisfaction and the influences of involvement towards satisfaction were hypothesized and proved in the mobile phone market of India. The results of the study show that customer knowledge reduces customer involvement and increases customer satisfaction. It was also suggested that high involvement during the purchase leads to customer satisfaction. The study reported the interplay of customer knowledge, customer involvement and customer satisfaction.
Cognitive Dissonance is a post-purchase phenomenon where the consumers are in fix with their rece... more Cognitive Dissonance is a post-purchase phenomenon where the consumers are in fix with their recent decision. It is a situation that exists when consumers who have made recent purchases feel doubts about the wisdom of their decisions. Customer expectations can be explained as the ideas and feelings of a customer about the product or service and depends on what he or she needs from the product. The relation between customers' expectations and its relative importance in generating Cognitive Dissonance to such customers have been studied by the authors and reported in this paper. The study is conducted among the students' belonging to the age group of 19-25 years in a University from the state of Kerala, who bought a durable product very close to the time of study (in seven days). The dimensions of customers' expectations has been classified as expectation on quality, expectation on after sales service, expectation on customer consideration, expectation on offers/promotions, and expectation of price. The study revealed that when expectation of price, expectation of offers/promotions and expectation on after sales service are high or very strong, then the chance for cognitive dissonance are also very high, and other two expectations such as expectation on quality and expectation on customer consideration have not been found as important in generating cognitive dissonance.
The concept " cognitive dissonance " is of great significance in consumer behaviour and marketers... more The concept " cognitive dissonance " is of great significance in consumer behaviour and marketers have a lot of interest in analyzing the post purchase behaviour of consumers, more particularly about the dissonance experienced by them. This paper explores the cognitive dissonance and its outcome behaviours among university students belonging to the age group of 19 to 25, who bought a durable product very recently. The importance of nine determinants of Cognitive Dissonance in developing cognitive dissonance in the age group was also examined. The findings of the study are in consensus with the findings of the previous studies. Results shows that various determinants posses different degree of influences in developing Cognitive dissonance to customers.
The experiences of a customer during the
purchase process definitely determine the level of
satis... more The experiences of a customer during the purchase process definitely determine the level of satisfaction/dissatisfaction for the product or service. The towering competition the market place persuaded the marketers for managing the customer interaction even before making their decisions. This view would be more significant in the case of high involvement products such as automobiles. Automobile industry shows extensive competition and every player comes with innovative strategies for acquiring as well as retaining its customer base. Recent marketing thinkers suggested that customers are the most influential advertising weapon in the modern world because they have to negotiate the product with new customers. They might feel that they are not cheated by anyone in the sales channel and should get enough supports even after the purchase of the product. This study becomes important as customers evaluate their post purchase experiences as a criterion for recommending an automobile to their near and dear. The data were collected among the customers of medium segment cars in Kerala and the results of the study states that customers purchase experiences significantly influences post purchase customer loyalty.
ABSTRACT
Customer satisfaction has been studied with the help of antecedents and consequences and... more ABSTRACT Customer satisfaction has been studied with the help of antecedents and consequences and reported varying influences depend on the context and time. Customer satisfaction as such very simple to understand but difficult to attain as it is very dynamic during the evaluation. This study attempts to trace the role of customer satisfaction between certain antecedent (aesthetic appeal of interior design and shopping enjoyment) and consequences (commitment and repatronage intention) and proved that certain variable have direct impact to the consequences and other have impact through the customer satisfaction. The result of the study becomes important as customer satisfaction sometime moderates the antecedents to consequences that were least diagnosed in the literature. KEYWORDS: Customer Satisfaction, Commitment, Repatronage Intention, Antecedents, Consequences JEL CLASSIFICATION: D01, D12, D63
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Papers by Hamza Vattamkandathil
discussed through the study. The influences of
customer knowledge towards involvement, knowledge
towards satisfaction and the influences of involvement
towards satisfaction were hypothesized and proved in
the mobile phone market of India. The results of the
study show that customer knowledge reduces
customer involvement and increases customer
satisfaction. It was also suggested that high
involvement during the purchase leads to customer
satisfaction. The study reported the interplay of
customer knowledge, customer involvement and
customer satisfaction.
purchase process definitely determine the level of
satisfaction/dissatisfaction for the product or
service. The towering competition the market
place persuaded the marketers for managing the
customer interaction even before making their
decisions. This view would be more significant
in the case of high involvement products such as
automobiles. Automobile industry shows
extensive competition and every player comes
with innovative strategies for acquiring as well
as retaining its customer base. Recent marketing
thinkers suggested that customers are the most
influential advertising weapon in the modern
world because they have to negotiate the product
with new customers. They might feel that they
are not cheated by anyone in the sales channel
and should get enough supports even after the
purchase of the product. This study becomes
important as customers evaluate their post
purchase experiences as a criterion for
recommending an automobile to their near and
dear. The data were collected among the
customers of medium segment cars in Kerala
and the results of the study states that customers
purchase experiences significantly influences
post purchase customer loyalty.
Customer satisfaction has been studied with the help of antecedents and consequences and reported varying
influences depend on the context and time. Customer satisfaction as such very simple to understand but difficult
to attain as it is very dynamic during the evaluation. This study attempts to trace the role of customer satisfaction
between certain antecedent (aesthetic appeal of interior design and shopping enjoyment) and consequences
(commitment and repatronage intention) and proved that certain variable have direct impact to the consequences
and other have impact through the customer satisfaction. The result of the study becomes important as customer
satisfaction sometime moderates the antecedents to consequences that were least diagnosed in the literature.
KEYWORDS: Customer Satisfaction, Commitment, Repatronage Intention, Antecedents, Consequences
JEL CLASSIFICATION: D01, D12, D63
discussed through the study. The influences of
customer knowledge towards involvement, knowledge
towards satisfaction and the influences of involvement
towards satisfaction were hypothesized and proved in
the mobile phone market of India. The results of the
study show that customer knowledge reduces
customer involvement and increases customer
satisfaction. It was also suggested that high
involvement during the purchase leads to customer
satisfaction. The study reported the interplay of
customer knowledge, customer involvement and
customer satisfaction.
purchase process definitely determine the level of
satisfaction/dissatisfaction for the product or
service. The towering competition the market
place persuaded the marketers for managing the
customer interaction even before making their
decisions. This view would be more significant
in the case of high involvement products such as
automobiles. Automobile industry shows
extensive competition and every player comes
with innovative strategies for acquiring as well
as retaining its customer base. Recent marketing
thinkers suggested that customers are the most
influential advertising weapon in the modern
world because they have to negotiate the product
with new customers. They might feel that they
are not cheated by anyone in the sales channel
and should get enough supports even after the
purchase of the product. This study becomes
important as customers evaluate their post
purchase experiences as a criterion for
recommending an automobile to their near and
dear. The data were collected among the
customers of medium segment cars in Kerala
and the results of the study states that customers
purchase experiences significantly influences
post purchase customer loyalty.
Customer satisfaction has been studied with the help of antecedents and consequences and reported varying
influences depend on the context and time. Customer satisfaction as such very simple to understand but difficult
to attain as it is very dynamic during the evaluation. This study attempts to trace the role of customer satisfaction
between certain antecedent (aesthetic appeal of interior design and shopping enjoyment) and consequences
(commitment and repatronage intention) and proved that certain variable have direct impact to the consequences
and other have impact through the customer satisfaction. The result of the study becomes important as customer
satisfaction sometime moderates the antecedents to consequences that were least diagnosed in the literature.
KEYWORDS: Customer Satisfaction, Commitment, Repatronage Intention, Antecedents, Consequences
JEL CLASSIFICATION: D01, D12, D63