Global Journal of Research in Management

Gayatri Chopra ¹, Swati Sudan ²

Affiliations
1 Gitarattan International Business School, Delhi, IN
2 Jamia Milia Islamia, Delhi, IN

Abstract

Starting 1991, India has experienced major structural and economic reforms leading to a marked shift from protectionist policies to liberal ones. In the light of a lot of changes, there is the growing tendency among retailers to recognise the need to satisfy consumers and delight them to promote repurchase in this highly competitive scenario. It is, thus, imperative for the retailers to understand the drivers of customer satisfaction and customer loyalty as also to ascertain whether customer satisfaction really impacts customer loyalty. The present study, conducted on customers of Big Bazaar, an Indian Retail Chain, has attempted to study this very critical link between Customer Satisfaction and Customer Loyalty. It was hypothesized that Customer Satisfaction has no impact on Customer Loyalty. Primary data was collected through a structured questionnaire from participants from North West Delhi region. An analysis of the data revealed that contrary to hypothesis, customer satisfaction does impact customer loyalty (R2= 0.37). The results, however, reinforce the belief that all satisfied customers are not loyal and there is many a slip between the cup and the lip.

Keywords

Customer Satisfaction, Customer Loyalty, Impact, Retail Chain, Big Bazaar

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Gayatri Chopra ¹

Affiliations
1 Gitarattan International Business School, Delhi, IN

Abstract

Positive Attitude is an umbrella term for a broad spectrum of concepts and approaches that are associated with the psychology behind achievement and success. For a long time, Positive Attitude has been seen with the traditional view of being just a strategy that would aid people to deal with the problems that occur in their lives; but now a lot of educational institutes have been found implementing programs on fostering Positive Attitude among the students, believing that it is a stepping stone for the development of many other skills. It certainly has been found to aid the quality of learning and achievement amongst the youth. Positive Attitude and Leadership Skills can be imbibed in classroom learning through the belief in learned optimism. This paper discusses the concept of Positive Attitude and Leadership, its importance for individual growth and means that could be adopted in the classroom for better results.

Keywords

Education, Students, Leadership Skills, Positive Attitude.

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