aoMarket Segmentation and its Impact on Customer Satisfaction With especial reference to Commercial Bank of Ceylon PLCa

Dr. Puwanenthiren Premkanth

aoMarket Segmentation and its Impact on Customer Satisfaction With especial reference to Commercial Bank of Ceylon PLCa

Dr. Puwanenthiren Premkanth * §

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University of Jaffna JAFFNA Sri Lanka.

aoMarket Segmentation and its Impact on Customer Satisfaction With especial reference to Commercial Bank of Ceylon PLCa

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Abstract

In this competitive commercial world, an organization has to satisfy the needs and wants of the customers, and has to attract new customers, and hence enhance their business. Customer value is considered as a control element for all business strategies. Therefore, every organization has to emphasize on customer satisfaction. As far as the banks are concerned this phenomenon is very prominent .To carry out this research, defined the Hypotheses as “The Market Segmentation highly positive impact on customer Satisfaction”. The Customer satisfaction with Market Segment has higher positive correlation 0.726. This means that high level of four market segment leads to highly increase in the customer satisfaction. This Co-efficient of determination 0.526 that the customer satisfaction in accounted for by market segment. In this connection hypothesis is accepted.That is market segments and marketing mix has strong impact on customer satisfaction.

References

9 Cites in Article

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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.

Data Availability

Not applicable for this article.

How to Cite This Article

Dr. Puwanenthiren Premkanth. 1970. "aoMarket Segmentation and its Impact on Customer Satisfaction With especial reference to Commercial Bank of Ceylon PLCa". Global Journal of Management and Business Research - A: Administration & Management GJMBR-A Volume 12 (GJMBR Volume 12 Issue A17).

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GJMBR Volume 12 Issue A17

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

Commercial bank Customer Satisfaction Market Segmentation

Classification

GJMBR-A Classification FOR Code: 150501

150203 JEL Code D12

D91

D21

Submission ReceivedJune 20, 2012
Peer Review Double Blind
Handling Editor
Accepted July 12, 2012
Published July 23, 2012

Version of record

v1.2

Language

English

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Article Matrices

Total Score: 153

Country: Sri Lanka

Subject: Global Journal of Management and Business Research

Authors: Dr. Puwanenthiren Premkanth (PhD/Dr. count: 1)

View Count (all-time): 191

Total Views (Real + Logic): 6833

Total Downloads (simulated): 464

Publish Date: 2012 07, Mon

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Total Views: 6.8K

Total Downloads: 464

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