The Influence of Customer Value Chain Analysis on Customer Satisfaction. A Case of Banking in the Emerging Country

The Influence of Customer Value Chain Analysis on Customer Satisfaction. A Case of Banking in the Emerging Country

Dr. Viwe Mrwebi

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Tshwane University of Technology

The Influence of Customer Value Chain Analysis on Customer Satisfaction. A Case of Banking in the Emerging Country

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Abstract

The realization customer -value analysis is likely to emerge as a contemporary model for improvement of customer relationship management within the banking industry. This means that the cost of acquiring customer base has become expensive and organisations have developed strategies to create customer loyalty. The strategies that have been employed by organisations is to improve customer service provision through is through activity analysis. Activity analysis have been cited as a driver of superior services and a driver of customer satisfaction. It is in this light that this study the impact of Customer Value Chain Analysis on Customer Satisfaction in a selected a bank in a banking industry. A qualitative was used in this study where a phenomenological research philosophy was adopted to answer the research problem and primary research findings were gathered from 10 managerial employees of the selected bank within the banking industry. The research sample was selected using purposive sampling technique and the findings were analysed thematically.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

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Not applicable for this article.

How to Cite This Article

Dr. Viwe Mrwebi. 2019. \u201cThe Influence of Customer Value Chain Analysis on Customer Satisfaction. A Case of Banking in the Emerging Country\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 19 (GJMBR Volume 19 Issue E3): .

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GJMBR Volume 19 Issue E3
Pg. 29- 42

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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GJMBR-E Classification: JEL Code: M31

Submission ReceivedDecember 8, 2018
Peer Review Double Blind
Handling Editor
Accepted January 1, 2019
Published January 15, 2019

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May 15, 2019

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