International Journal of Advanced Research in Management and Social Sciences ISSN:

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1 A COMPARATIVE STUDY BASED UPON COMMITMENT RELATIONSHIP & TRIGGERS EFFECTING CUSTOMER SATISFACTION AMONG NOKIA, SAMSUNG AND BLACKBERRY MOBILE PHONE (PRICE RANGE RS RS 15000) Sapna Sanserwal* Abstract: Indian telecom industry is growing at a great pace & India is expected to become a manufacturing hub for telecom equipment. Due to rising demand for a wide range of telecom equipment, particularly in the area of mobile telecommunications, has provided excellent opportunities to domestic and foreign investors in the manufacturing sector. The research is carried out using primary data along with the support of secondary data. Questionnaires was used in order to study the perception of Customer Satisfaction regarding the Assessment of different handsets with special reference to Situational & Reactional Triggers, Affective & Calculative Commitment The Analysis is done with the help of statistical tools like factor analysis, regression and reliability and with analytical tool Fishbein Tora (Multi attribute Model) after checking the responses filled by the respondents. The data is collected by researcher from Consumers of Yamuna Nagar through questionnaire using non-sampling probability technique. Keywords: Commitment Relationship, Situational Triggers, Reactional Triggers, Affective Commitment, Calculative Commitment, Fishbein Tora *Assistant Professor, Tilak Raj Chadha Institute of Management & Technology, Yamuna Nagar Vol. 1 No. 5 November IJARMSS 35

2 INTRODUCTION Whether the buyer is satisfied after purchase depends on the offers performance in relation to the buyer expectation. In general satisfaction is a person's feelings of pleasure or disappointment resulting from comparing a products perceived performance relation to his/her expectations.if the performance falls short of expectation, the customer is dissatisfied.if the performance matches the expectation customer is satisfied. Customer satisfaction is a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and part of the four prospective of balanced score card. In a competitive market place were businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy customer satisfaction drives successful private sector business. High performing businesses have developed principles and strategies for achieving customer satisfaction. This paper presents a framework or set of ideas for using customer satisfaction principles and strategies to improve the quality responsiveness, and possibility of public sector privately provided services in vulnerable communities.the framework suggested that resident who live in tough neighbourhoods can be supported through customer satisfaction strategies to become empowered individuals. LITERATURE REVIEW Customer Satisfaction G. Schiffman Leon & Kanuk Leslie Lazar,, Consumer Behaviour This book give information about the Consumer Perception.R. Solomon Michael & J.Revolt Nancy,, Consumer Behavior in Fashion This book gave an idea about the Consumer Dynamic Nature.it also tells about the motivation and values of individual that affect his behavior. D.Blackwell Roger, W.Minored Paul & E. Engel James, Consumer Behavior This book gave information about the nature of consumers.l. Loundon David & J.Della Beta Albert, Consumer Behavior This book gave information,introduction and objective of consumer behavior.. Christian homburg,nicole Koschate & Wayne D. Hoyer, Journal of Marketing, Do Satisfied Customer Really Pay More? (April2005): (Customer Satisfa ction has become an important focus of corporate strategy. Weber law suggests that consumer ability to detect Vol. 1 No. 5 November IJARMSS 36

3 change in stimulus intensity appear to be strongly related to the intensity of that stimulus to begin with.) Aksoy Lerzan,Bruce Cooil,Christopher Groening,Timothy L.Keiningham,& Atakan Yalcin. Journal of Marketing,The long-term stock market valuation of Customer Satisfaction.This journal was used by the researcher to know about the long term market plans.. Bruce coil, Timothy L.Keiningham,Lerzan Aksoy,&Michael Hsu Journal of Marketing : A Longitudinal Analysis of customer satisfaction and share of wallet;investigating The moderating effect of customer characterstics vol.71(jan2007). Peck Joann & Jennifer Wiggins. It Just Feels Good; Customers Affective Response to Touch and its influence on persuasion. This journal shows that touch has a persuasive effect only if it provides attribute. Shankar Venkatesh & Murthy Bvsan, Customer Value, Satisfaction,Loyalty,and Switching Costs :An Illustration from a Business-to-Business Service Context. : This journal shows that the cognition affect behavior model, the authors hypothesize that customer satisfaction mediates the relationship between customer value and customer loyalty. W.Anderson Eugene, Journal of Service Research : Customer Satisfaction and Word of Mouth This journal was used to know about the Do dissatisfied customers engage in more or less word of mouth than satisfied customers?. Gustafsson Anders, D.Johnson Michael &Roos Inger, Journal of Marketing : The Effects of Customer Satisfaction, Relationship Commitment Dimensions,and Triggers on Customer Retention :This journal was consulted to examine the effects of customer satisfaction,affective commitment,and calculative commitment on retention. Research Methodology Sekran Uma, Business Research Methodology.The information regarding the statistical tools and their limitations in different fields the research is given. Malhotra K Naresh, Marketing Research. An Applied Orientation.The book helped in understanding correlation tool and its application. Kothari C.R, Research Methodology Methods and Techniques.The book helped in understanding tools used in the study which defines which tools can be applied. Beri G.C, Marketing Research. The book helped in understanding basic meaning of research that what it means and what are its limitations.. Hair Joseph f. & Robert P. Bush, Marketing Research :-The information regarding the basics of what is problem statement, what are the sources of data collection and what are the methods of data collection is given in this book. Vol. 1 No. 5 November IJARMSS 37

4 Statistical Tools Coakes J Sheridan, Steed Lyndall & Dzidic Peta, SPSS Version 17.0 for Windows. The book helped in understanding information regarding the important tool used in the study and defines where it is applied and why. Gupta S.P., Statistical Methods : The information regarding the statistical tools and their limitations in different fields the research is given in this section. This section explains the use of regression analysis techniques Research Objective To measure the effect of relationship commitment and triggers on customer satisfaction. Research Questions To identify whether customer satisfaction is effected by relationship commitment dimensions and triggers. To identify the factors which build up customer satisfaction of customers. To determine the most significant factors affecting customer satisfaction. To determine the factors which customers should consider increasing the commitment of relationship. To determine the direction of relationship between triggers and relationship commitment. RESEARCH METHODOLOGY PURPOSE OF THE STUDY Exploratory-cum-descriptive TYPE OF INVESTIGATION Causal STUDY SETTING Non contrived TIME HORIZON MEASUREMENT AND SCALING Cross-Sectional Likert Scale (Interval Scaling) Vol. 1 No. 5 November IJARMSS 38

5 HYPOTHESIS DEVELOPMENT AND TESTING H0:There is no significant impact of situational triggers on the study. H1:There is a significant impact of situational triggers on the study. H0: There is no significant impact of Reactional triggers on the study. H2:There is a significant impact of Reactional triggers on the study. H0:There is no significant impact of calculative commitment on the study. H3:There is a significant impact of calculative commitment on the study. H0:There is no significant impact of affective commitment on the study. H4:There is a significant impact of affective commitment on the study. Table 1 One-Sample Test Test Value = % Confidence Interval of the Difference t df Sig. (2-tailed) Mean Difference Lower Upper REGR factor score for analysis INTERPRETATION: This test shows that alternate hypothesis will be selected as the significance value is less than 0.5. STATISTICAL TOOLS RELIABILITY STATISTICS Table 2 Reliability Statistics Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items Vol. 1 No. 5 November IJARMSS 39

6 INTERPRETATION: As the above table is of reliability test which is mostly followed by factor analysis. In this test we check whatsoever the data we use and the factor we take are reliable or not and this is done with the help of cronbach alpha. Now under this the cronbach s alpha is more than 0.5 i.e than our data is 84% reliable. FACTOR ANALYSIS Table 3 KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy..641 Bartlett's Test of Sphericity Approx. Chi-Square 2.003E3 Df 105 Sig..000 Vol. 1 No. 5 November IJARMSS 40

7 Price.780 Table 4 Rotated Component Matrix a Component Features.897 Appearance Variety Resale.910 offers.of.phone.901 Warranties.928 Credibility.740 rel.of.ser.prov.797 behav.of.sal.pe o dura.of.prod brand.name brand.advert deci.making.784 Motivation Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 7 iterations. INTERPRETATION OF FACTOR ANALYSIS This KMO and Bartlett s is signifying the value i.e which is greater than the value 0.5. Hence the value is signifying that data collected is significant. This is the matrix showing five very important factors and their values in each column. Highest value is selected from each column which shows the importance of most important variables which are impacting more on Customer Satisfaction and will be most influencing factors. In this matrix, total cumulative % of the most important five factors is which is indicating that these factors constitute near about 77% variance in the study means more influencing factors to the study. Vol. 1 No. 5 November IJARMSS 41

8 The graph is showing there are 5 important factors having more than 1 eigen values which is stating that these are the most important variables. Those five important variables are brand name,warranties,resale,offers of phone and features. REGRESSION Table 5 Model Summary b Model R R Square Adjusted R Square Std. Error of the Estimate a a. Predictors: (Constant), REGR factor score 5 for analysis 1, REGR factor score 4 for analysis 1, REGR factor score 3 for analysis 1, REGR factor score 2 for analysis 1, REGR factor score 1 for analysis 1 b. Dependent Variable: satisfaction Vol. 1 No. 5 November IJARMSS 42

9 Model Table 6 Coefficients a Unstandardized Coefficients Standardized Coefficients B Std. Error Beta 1 (Constant) REGR factor score 1 for analysis 1 REGR factor score 2 for analysis 1 REGR factor score 3 for analysis 1 REGR factor score 4 for analysis 1 REGR factor score 5 for analysis 1 t Sig a. Dependent Variable: satisfaction INTERPRETATION: The value of R Square is.702 which is indicating that brand name,resale etc. have 70% impact on customer satisfaction means the dependent variable is very much influenced by the independent variables ANALYTICAL TOOL FISHBEIN TORA MODEL(MULTI ATTRIBUTE MODEL) Applying the Theory of Reasoned Action to Change Intentions(TORA): It helps to identify those attributes most important in causing consumers to form positive (or negative) attitudes toward the purchase of a product Changing attitude toward purchase Change beliefs Change affect It helps to identify and helps to adjust sources of social pressure and their possible role in intention formation Vol. 1 No. 5 November IJARMSS 43

10 Changing subjective norms Change Normative beliefs what others think Motivation to comply do we want to do what the others want us to do? Multi-attribute models: Assume that all the attributes of products are evaluated People have beliefs regarding a particular product s having each attribute Some attributes are more important than others Buying running shoes with the proper fit is: Necessary Unnecessary How likely is it that New Balance shoes can give you the correct fit? Very likely Table 7 COMPA NOKIA SAMSU BLACKBE Evaluation(E NO*EV SU*EV BB*EV NY NG RRY V) Attribut es Brand Name Price Warran ties Resale Satisfac tion Total value FISHBEIN Interpretation: Vol. 1 No. 5 November IJARMSS 44

11 There is the positive attitude of the consumers towards the brands of different companies. But the highest positive attitude is for the NOKIA. TORA NOKIA SAMSUNG BLACKBERRY MOTIVATION NOKIA *MO SAMSUNG*MO BB*MO Own Expertise IT EXPERT RELATIVES MEDIA QTHERS TOTAL NOKIA: W1+W2.70* * =41.09 SAMSUNG:W1+W2.70* * =34.19 BLACKBERRY:W1+W2.70* * =45.9 INTERPRETATION: From above analytical tool (Fishbein & TORA)it is found that customers are showing more positive attitude towards Blackberry brand in terms of individual behavioral attitude as well as subjective norms. RESULTS AND FINDINGS 1. The factor analysis shows that highest Eigen value of 5 factors is shown that s why we have taken only five factors for the analysis. Vol. 1 No. 5 November IJARMSS 45

12 2. The five factors cover 76.89% of the total data. 3. In this matrix, total cumulative % of the most important three factors is which is indicating that these factors constitute near about 77% variance in the study means more influencing factors to the study. 4. Data loss in the factor analysis was 24.36%. 5. The variables brand name, decision making and price have loadings of 0.787, and respectively and this was given name of FACTOR 1 6. The variable warranties have a loading of and given name of factor The variable resale have a high loading of and this was called factor The variable offers of phone have a high loading of and this was called factor The variable features have a high loading of and this was called factor There is ample of market potential in the Yamuna Nagar region for the NOKIA. The Consumers are interested in knowing the features and benefits of NOKIA. 11. The value of R Square ( 2 ) is.702 which is indicating that brand name, resale etc. have 70% impact on customer satisfaction means the dependent variable is very much influenced by the independent variables. 12. Reliability test which is mostly followed by factor analysis. In this test we check whatsoever the data we use and the factor we take are reliable or not and this is done with the help of cronbach alpha. Now under this the cronbach s alpha is more than 0.5 i.e than our data is reliable RECOMMENDATIONS The company should have the better coordination with executives working into the Yamunanagar region to reach the customers in organized way. The companies should have better after sale service, & should also focus on various promotions activities such as diwali card,new year card etc to its customers. The companies should be in touch with the customer once the mobile phone has sold. The company should get the feedback from customer in organized way. Vol. 1 No. 5 November IJARMSS 46

13 As this industry is knowledge based industry the Company should impart frequent training in a proper manner regarding the current updates of the industry. The feedback of the marketing executive should be taken seriously in positive way and some action should be taken. The company should also track the movement of the competitors. REFERENCES 1. Coakes J Sheridan, Steed Lyndall & Dzidic Peta, SPSS Version 17.0 for Windows, Wiley India, New Delhi, pp Cooper R. Donald, Pamela S. Schindler, Marketing Research, Tata mcgraw-hill Publishing Company Limited, New Delhi, pp David L. Loudon and Abert J. Della Bitta, Consumer Behaviour;concepts and applications Tata mcgraw-hill Publishing Company Limited, New Delhi, pp Christian homburg,nicole Koschate & Wayne D. Hoyer, Journal of Marketing, Do Satisfied Customer Really Pay More? (April2005). 5. Aksoy Lerzan,Bruce Cooil,Christopher Groening,Timothy L.Keiningham,& Atakan Yalcin(2008). Journal of Marketing,The long-term stock market valuation of Customer Satisfaction. 6. Bruce coil, Timothy L.Keiningham,Lerzan Aksoy,&Michael Hsu Journal of Marketing vol.71(jan2007). 7. Peck Joann & Jennifer Wiggins (2006). It Just Feels Good; Customers Affective Response to Touch and its influence on persuasion. 8. Shankar Venkatesh & Murthy Bvsan(2004) Customer Value, Satisfaction,Loyalty,and Switching Costs :An Illustration from a Business-to-Business Service Context.. 9. W.Anderson Eugene(August 1998) Journal of Service Research : Customer Satisfaction and Word of Mouth. 10. Dalip N.Bolton Ruth and N.Lemon Katherine. Journal of Marketing Research(May 1999). 11. Gustafsson Anders, D.Johnson Michael &Roos Inger(2005). Journal of Marketing : The Effects of Customer Satisfaction, Relationship Commitment Dimensions,and Triggers on Customer Retention. Vol. 1 No. 5 November IJARMSS 47