International Journal of Management (IJM) 6502(Print), ISSN 0976 6510(Online) International Journal of Management (IJM), ISSN 0976 Volume

e 2, Number 1, Dec - Jan (2011), IAEME ISSN 0976 6502(Print), ISSN 0976 6510(Online) Volume 2, Number 1, Dec - Jan (2011), pp. 15-29 IAEM IAEME, http://www.iaeme.com/ijm.html

IJM

DETERMINANTS OF CUSTOMER LOYALTY FACTORS AND ITS IMPACT IN CONSUMER DURABLE WHITE GOODS MARKET IN CHENNAI CITY, TAMILNADU-A STUDY
A.R.Krishnan Research Fellow, SRM School of Management SRM University, Chennai, India Email: arkrish555@yahoo.com

ABSTRACT
This study is initiated on determinants of customer loyalty factors in consumer durable white goods in Chennai city, Tamilnadu, India. The questionnaire is designed by the researchers a seven item scale from strongly disagree (-3) to strongly agree (+3) to identify variables of customer loyalty. In the present study therefore used cronbachs alpha scale as a measure of reliability. Its value is estimated 0.947. Sophisticated statistical model Regression analysis has been used. The factors of deliver on promises, provides accurate brand information, value for me, good brand choice, handles critical problem well, consistence in service, lowest price, less transaction time, need fulfillment, rewards programs and properly settled complaints constituted the key factors of customer loyalty in white goods in Chennai city. Finally outcome of this research would be helpful to the practitioners, planners, policy makers and academicians who are involved in the concerned area. Keywords: Customers, Customer Loyalty, CRM.

1.0

INTRODUCTION
Customer Relationship Management (CRM) is about developing learning

relationships in which companies exchange personalized service for the loyalty of their customer. Customers convey their preferences, explicitly and implicitly, to the company through communications and purchasing behavior. Companies track and act upon these preferences with customized products and personalized service. The company understanding of customer preferences is hard won over time by both the company and

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International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online) Volume 2, Number 1, Dec - Jan (2011), IAEME

the customer. This learning relationship becomes a unique and valuable service offered by the company and the customers response with loyalty and repeat business. The consumer durables industry consists of durable goods and appliances for domestic use such as refrigerators, air conditioners and washing machines. Products that aren't consumed or quickly disposed of and can be used for several years are durable goods also called hard goods. White goods are generally machines which perform housekeeping tasks, such as cooking, food preservation, and cleaning clothes. The consumer durable white goods industry is heavily influenced by various energy-saving regulations, affecting not only the appliances themselves, but the manufacturing facilities as well.

1.1 Need and Importance of CRM

The customer relationship approach realizes that the marketing risk is important but at the same time the focus is on shifting efforts solely from customer acquisition to customer retention as well as to ensure the optimality and equality of resources viz, time money and manpower. Thus the focal point of customer relationship marketing is disciplined, holistic approach in identifying the taste and preferences on individual basis to develop and enhance relationship over the customer life. As promise and trust are the two key elements in the customer relationship management, the responsibility of the marketer does not pre-dominantly include promising and persuading customers as passive counter parts in the market place, but it is with the help of these promises that he can build and maintain the relationship with the customers. Hence is important to fulfill promises to achieve customer satisfaction, customer retention and customer base building and long term profitability. However in customer relationship management, every customer is viewed on the terms of his lifetime value as equivalent to a market.

1.2 CRM Objectives

CRM is not a short term phenomenon. The adoption of relationship requires sheer patience and the result bear fruit after a few years. To develop strongest relationship with the customer by the marketers have to identify, built a data base of current and potential customers with lots of information about their needs and preferences.

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International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online) Volume 2, Number 1, Dec - Jan (2011), IAEME

To enhance the relationship with the customers on long term basis in order to ensure long term relationship marketing, do not get the customer forget about over the life time.

2.0 LITERATURE REVIEW

Customer relationship management managing the customers has become one of the central ways to make the companies operations more effective and profitable (Raulas, 2005). Customers should be seen as investments, because without customers a company will not have any profits, no revenues and consequently no market value. Customers are without a question the life-blood of any organization (Gupta and Lehmann, 2005). The underlying assumption of CRM is that by nurturing the existing customer relationships and keeping the lucrative customers satisfied and loyal it is possible to make the business more profitable. The relationship should however benefit both the company and the customers, so that a mutually beneficial relationship is generated (Raulas, 2005). Loyalty is defined as a state of mind, a set of attitudes, beliefs, desires and so on stone, (2000). Kotler (2008) said that delighted customers become loyal to the organization and customer relationship management plays an important role in making customers loyal. Further among the satisfied customers, completely satisfied customers only can be a delighted one. Thus CRM has to focus on customer delight rather than satisfaction. However, Hill and Alexander 2006, argue that misunderstanding of customer loyalty by the senior managers and marketing executives have mislead strategies for securing the customer loyalty and also criticized that many of them take afford to attract the customers by giving some bribe to customers. Reliability, serviceability and energy-saving features were the attributes consumers desired most. Brand name communicated quality to them, but was not an important choice criterion. However, consumers were willing to pay more for an airconditioner with a reputation for quality. It is also indicated that consumers searched for product information from friends and family, manufacturers' websites and brochures, but not from the Yellow Pages or through salespeople. However, dealers were highly influential during the decision-making process by helping consumers to refine their

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International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online) Volume 2, Number 1, Dec - Jan (2011), IAEME

choice criteria and choose systems that satisfied their end goals Victoria Seitz, Nabil Razzouk, David Michael Wells, (2010). Raulas (2005) underlines, that regular contact is the critical factor in the development of the relationship. There is a positive effect on customer relationships if the company manages to keep the optimal contact with its customers. One of the cornerstones of CRM is to perform intentional, measurable and an adequate amount of communication that is conducted in right time, and with the right customization and through the right channel. Previous research has proved that the most important reason why customers switch to competitors is the lack of contact or insufficient communication from the company (Raulas, 2005). In simple terms, customer loyalty from Czepiels (1990) perspective is a notion to describe the end result of a relationship between the company and the customer. In order to gain loyalty, the company can provide incentives that will increase the value for the customers and in that manner create buying fidelity among them (Blomqvist et al., 2000). From that point of view, a loyal customer engages the company over a long-term to satisfy his/her needs or a part of the need (Blomqvist et al., 2000). Customer loyalty is although a more complex concept than that. By screening the theories, the authors have chosen to focus on three different theories: Three drivers of retention (Gustavfsson, Johansson and Roos, (2005), Relative attitude and behavior relationship (Dick and Basu, 1994) and the conceptualization of customer loyalty (Dowling et al., 2003). Loyalty programme, quality is important for relationship quality; however, efforts to assure personal interaction quality with customers are needed to improve relationship quality as well as customer loyalty (Patrick Vesel, Vesna Zabkar, 2010).

3.0 STATEMENT OF THE PROBLEM:

The factors determining customer loyalty have been brought to light by marketing research. But this information still is far away for some producers engaging in the productions and services. Consequently producers are unable to exploit this information for their success. However white goods in Chennai are one of most competitive segments and also pointed out this competition will create more challenging environment in maintaining their market share. This encouraged the researchers to do this research.

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International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online) Volume 2, Number 1, Dec - Jan (2011), IAEME

4.0 OBJECTIVES OF THE STUDY:

1. To examine key factors of customer loyalty in consumer durable white goods in Chennai city 2. To determine the factors of customer loyalty in leading consumer durable markets of Chennai city 3. To suggest certain measures in order to improve the customer loyalty in leading brands of white goods.

5.0 RESEARCH DESIGN AND STRATEGY: 5.1 Period of study

This research was conducted from October to December 2010.

5.2 Sampling strategy

The study was conducted for 1050 respondents using convenient sampling, non probability method.

5.3 Data sources

The study was complied with the help of primary data. Primary data were collected through questionnaire survey. Secondary sources were collected from journals, magazines, and hand books.

5.4 Measures:
The questionnaire was administered to 1050 respondents in the city of Chennai. Based on the literatures and experts advice questionnaire is designed. In the questionnaire a seven point likerts summated rating scale from strongly disagree (-3) to strongly agree (+3) was adopted to identify the variables of customers loyalty.

5.5 Statistical Tools used

In the present study, we analyzed our data by employing regression model. For the study entire analysis is done by personal computer. A well known statistical package of Statistical Package for Social Sciences (SPSS) 13.0 versions was used in order to analyze the data.

6.0 ANALYSIS AND THEIR FINDINGS:

To identify the potential underlying dimensions of the customer loyalty of the durable white goods respondents are used in the present section. Responses of the

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International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online) Volume 2, Number 1, Dec - Jan (2011), IAEME

variable are subjected to regression model method. Before applying regression model, testing of the reliability of the scale is very much important as it shows to which a scale procedures consistent result if measurements are made repeatedly. In this section, researches therefore, used cronbachs Alpha scale as a measure of reliability. Its value is estimated to be 0.849 for Audio brands, 0.891 for Washing machine, 0.922 for Air conditioner, and 0.836 for refrigerator of customer loyalty variables. If we compare our reliability value with the standard value alpha of 0.6 advocated by Cronbachs (1951), a more accurate recommendations Nunnally & Bernstein(1994) or with the standard value of 0.6 as recommended by Bagozzi & Yis (1988) researchers find that the scales used by us are highly reliable for regression model.

6.1 Regression Model On Customer Loyalty

An in depth study of loyalty would not be complete without the identification of the key indicators of customers loyalty. Assuming the existence of linear relationship between the independent variables and dependent variable, multiple regression analysis has done between the level customer loyalty of the different predictor variables of loyalty and overall loyalty of the service. 6.1.1 Regression model on Customer Loyalty Audio Brands. This study attempted to develop a model to analyze loyalty of audio brands. Stepwise regression analysis of loyalty (Y) is performed with the variables X1- Deliver on promises; X2- Provides accurate brand information , X3- Value for me; X4- Good brand choice; X5- Handles critical problem well; X6- Consistence in service; X7- Lowest price; X8- Less transaction time; X9- Need fulfillment;X10- Rewards programs, X11Properly settled complaints for the audio brands.

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International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online) Volume 2, Number 1, Dec - Jan (2011), IAEME

Table 1.1 Regression Model-Loyalty-Audio Brands

Model R 1 ANOVA Model
b

R Square

Adjusted R Square .596

Std. Error of the Estimate .227

.776a .602

Sum of Squares 65.335 43.283 108.618

a

df 11 838 849

Mean Square 5.940 .052

F 114.994

Sig. .001a

1 Regression Residual Total Coefficients

Un standardized Coefficients Model (Constant) Deliver on promises Provides accurate brand information Value for me Good brand choice Handles critical problem well Consistence in service Lowest price Less transaction time Need fulfillment Rewards programs Properly settled complaints B 2.799 -.054 -.065 -.017 -.108 -.031 -.011 .028 -.085 -.036 -.048 .004 .055 .010 .014 .013 .015 .012 .010 .011 .012 .012 .012 .010

Standardized Coefficients

t 51.149

Sig. .000 .001 .001 .182 .001 .008 .264 .008 .001 .002 .001 .683

Std. Error Beta -.143 -.159 -.040 -.222 -.085 -.033 .081 -.239 -.093 -.146 .014 -5.250 -4.480 -1.335 -7.298 -2.643 -1.118 2.639 -7.395 -3.132 -4.075 .408

a. Dependent Variable: overall audio loyalty

Source: Field Survey 2010

level of significance (0.05%)

The R value (0.776) indicates the multiple correlation coefficients between all the entered independent variables and dependent variables. The R square value in the model summary table shows the portion of the variance accounted for by the independent variables that is approximately 60% of variance in loyalty is accounted for by. The ANOVA table indicates the p-level to be 0.001.This indicates that the model is statistically significant at a confidence level of 99.999. The P-level indicates the significance of the F value. Also note that t- tests significance of individual independent variables indicate that Deliver on promises; Provides accurate brand information ;Good brand choice; Handles critical problem well, Lowest price, Less transaction time, Need fulfillment, Rewards programs for the audio brands are the independent variables are statistically significant in the model. The standardized coefficients Beta column, gives the

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International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online) Volume 2, Number 1, Dec - Jan (2011), IAEME

coefficients of independent variables in the regression equation including all the predictor variables.
Customer Loyalty Y = -0.143 x1-0.159 x2 -0.040 x3 -0.222 x4 -0.085 x5 -0.033 x6 +0.081 x7 -0.239 x8 -.093 x9 -0.146 x10 +0.014 x11 (1.1)

6.1.2

Regression model on Customer Loyalty Washing machine Brands. This study attempted to develop a model to analyze loyalty of washing machine

brands. Enter method regression analysis of loyalty (Y) is performed with the variables X1- Deliver on promises; X2- Provides accurate brand information , X3- Value for me; X4- Good brand choice; X5- Handles critical problem well; X6- Consistence in service;X7- Lowest price;X8- Less transaction time; X9- Need fulfillment;X10- Rewards programs,X11- Properly settled complaints for the washing machine brands. Table 1.2 Regression Model-Loyalty-Washing machine Brands
Adjusted R Square Std. Error of the Estimate .706 .206 b ANOVA Model Sum of Squares df Mean Square F Sig. 1 Regression 93.595 11 8.509 199.637 .000a Residual 38.273 898 .043 Total 131.868 909 Coefficientsa Unstandardized Standardized Coefficients Coefficients Model t Sig. B Std. Error Beta (Constant) 3.141 .054 57.991 .000 Deli Deliver on promises -.042 .011 -.103 -3.963 .001 Provides accurate brand -.181 .012 -.400 .001 information 14.588 Value for me -.066 .013 -.134 -5.031 .001 Good brand choice -.039 .012 -.081 -3.306 .001 Handles critical problem well .020 .011 .054 1.824 .069 Consistence in service -.036 .008 -.101 -4.386 .001 Lowest price -.014 .008 -.037 -1.662 .097 Less transaction time -.070 .010 -.177 -6.752 .001 Need fulfillment -.018 .014 -.041 -1.297 .195 Rewards programs -.033 .012 -.097 -2.759 .006 Properly settled complaints -.009 .011 -.027 -.841 .401 a. Dependent Variable: overall washing machine loyalty Source: Survey 2010 level of significance (0.05%), Model 1 R .842a R Square .710

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International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online) Volume 2, Number 1, Dec - Jan (2011), IAEME

The R value (0.842) indicates the multiple correlation coefficients between all the entered independent variables and dependent variables. The R square value in the model summary table shows the portion of the variance accounted for by the independent variables that is approximately 71% of variance in loyalty is accounted for by. The ANOVA table indicates the p-level to be 0.001.This indicates that the model is statistically significant at a confidence level of 99.999. The P-level indicates the significance of the F value. Also note that t- tests significance of individual independent variables indicate that Deliver on promises; Provides accurate brand information , Value for me; Good brand choice; Consistence in service; Less transaction time; Rewards programs, Properly settled complaints are the independent variables are statistically significant in the model. The standardized coefficients Beta column, gives the coefficients of independent variables in the regression equation including all the predictor variables.
Customer Loyalty Y = -0.103 x1 -0.400 x2 -0.134 x3 -0.081 x4 +.054 x5 -0.101 x6 0.037 x7 -0.177 x8 -0.041 x9 -0.097 x10 -0.027 x11. (1.2)

6.1.3 Regression model on Customer Loyalty -Air conditioner Brands. This study attempted to develop a model to analyze loyalty of air conditioner brands. Enter method regression analysis of loyalty (Y) is performed with the variables X1- Deliver on promises; X2- Provides accurate brand information , X3- Value for me; X4- Good brand choice; X5- Handles critical problem well; X6- Consistence in service;X7- Lowest price;X8- Less transaction time; X9- Need fulfillment;X10- Rewards programs,X11- Properly settled complaints for the air conditioner brands.

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International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online) Volume 2, Number 1, Dec - Jan (2011), IAEME

Table 1.3 Regression Model-Loyalty-Air conditionner Brands

Adjusted R Square Std. Error of the Estimate .745 .213 b ANOVA Model Sum of Squares df Mean Square F Sig. 1 Regression 107.297 11 9.754 215.344 .001a Residual 36.146 798 .045 Total 143.443 809 Coefficientsa Unstandardized Standardized Coefficients Coefficients Std. Model t Sig. B Error Beta (Constant) 2.706 .048 56.926 .001 Deliver on promises -.046 .009 -.115 -5.070 .001 Provides accurate brand information -.016 .014 -.040 -1.149 .251 Value for me -.017 .014 -.036 -1.199 .231 Good brand choice -.029 .003 -.158 -8.332 .001 Handles critical problem well .024 .011 .061 2.299 .022 Consistence in service -.076 .010 -.189 -7.683 .001 Lowest price .031 .011 .074 2.794 .005 Less transaction time -.009 .011 -.022 -.845 .399 Need fulfillment -.022 .012 -.054 -1.847 .065 Rewards programs -.212 .014 -.615 -15.648 .001 Properly settled complaints -.013 .012 -.036 -1.121 .263 a. Dependent Variable: overall ac loyalty Source: Survey 2010 level of significance (0.05%) Model R 1 .865a R Square .748

The R value (0.865) indicates the multiple correlation coefficients between all the entered independent variables and dependent variables. The R square value in the model summary table shows the portion of the variance accounted for by the independent variables that is approximately 75% of variance in loyalty is accounted for by. The ANOVA table indicates the p-level to be 0.001. This indicates that the model is statistically significant at a confidence level of 99.999. The P-level indicates the significance of the F value. Also note that t- tests significance of individual independent variables indicates that deliver on promises, good brand choice, consistence in service, lowest price, rewards programs are the independent variables are statistically significant in the model. The standardized coefficients Beta column, gives the coefficients of independent variables in the regression equation including all the predictor variables. 24

International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online) Volume 2, Number 1, Dec - Jan (2011), IAEME

Customer Loyalty Y = -0.115 x1 -0.040 x2 -0.036 x3-0.158 x4+0.061 x5-0.189 x6+0.074 x7-0.022 x8 -0.054 x9 -0.615 x10 -0.036 x11 (1.3)

6.1.4 Regression model on Customer Loyalty -Refrigerator Brands. This study attempted to develop a model to analyze loyalty of audio brands. Stepwise regression analysis of loyalty (Y) is performed with the variables X1- Deliver on promises; X2- Provides accurate brand information , X3- Value for me; X4- Good brand choice; X5- Handles critical problem well; X6- Consistence in service; X7- Lowest price; X8- Less transaction time; X9- Need fulfillment;X10- Rewards programs,X11Properly settled complaints for the refrigerator brands. Table 1.4 Regression Model-Loyalty-Refrigerator Brands
Adjusted R Square Std. Error of the Estimate .669 .192 b ANOVA Mean Model Sum of Squares df Square F Sig. 1 Regression 71.369 11 6.488 175.262 .001a Residual 34.724 938 .037 Total 106.094 949 Coefficientsa Unstandardized Standardized Coefficients Coefficients Model t B Std. Error Beta (Constant) 2.403 .046 52.091 Deliver on promises -.091 .009 -.250 -10.593 Provides accurate brand information -.009 .010 -.024 -.871 Value for me -.038 .010 -.100 -3.959 Good brand choice -.032 .008 -.089 -3.916 Handles critical problem well -.092 .010 -.238 -9.196 Consistence in service .062 .008 .182 7.767 Lowest price .070 .007 .222 9.534 Less transaction time -.080 .009 -.220 -8.661 Need fulfillment .041 .012 .094 3.470 Rewards programs -.142 .009 -.477 -15.759 Properly settled complaints -.014 .009 -.041 -1.481 a. Dependent Variable: overall ref loyalty Source: Survey 2010 level of significance (0.05%) Model Summary Model R R Square a 1 .820 .673

Sig. .000 .001 .384 .001 .001 .001 .001 .001 .001 .001 .001 .139

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International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online) Volume 2, Number 1, Dec - Jan (2011), IAEME

The R value (0.820) indicates the multiple correlation coefficients between all the entered independent variables and dependent variables. The R square value in the model summary table shows the portion of the variance accounted for by the independent variables that is approximately 67% of variance in loyalty is accounted for by. The ANOVA table indicates the p-level to be 0.001.This indicates that the model is statistically significant at a confidence level of 99.999. The P-level indicates the significance of the F value. Also note that t- tests significance of individual independent variables indicates that Deliver on promises, Value for me, Good brand choice, Handles critical problem well, Consistence in service, lowest price, less transaction time, Need fulfillment, Rewards programs are the independent variables are statistically significant in the model. The standardized coefficients Beta column, gives the coefficients of independent variables in the regression equation including all the predictor variables.
Customer Loyalty Y = -0.250 x1- 0.024 x2 -0.100 x3 -0.089 x4 -0.238 x5 +0.182 x6 +0.222 x7 -0.220 x8 +0.094 x9 -0.477 x10 -0.041 x11. Table 1.5 Mean value 34.22 37.54 32.98 39.50 (1.4)

Table shows the Mean and Standard Deviation of dependent variable Customer Loyalty
Dependent variable Loyalty White goods Audio brands Washing machine Air conditioner Refrigerator Std deviation value 17.351 16.341 19.437 14.433

Findings on Customer Loyalty Regression model

1. It is inferred that from the regression model on loyalty of audio brands deliver on promises, provides accurate brand information, good brand choice, handles critical problem well, lowest price, less transaction time, need fulfillment, rewards programs for the audio brands are the independent variables are statistically significant. These factors have positive impact on customer loyalty and, value for me, consistence in service, properly settled complaints are the factors have negative impact on customer loyalty. 2. It is inferred that from the regression model on loyalty of washing machine brands deliver on promises, provides accurate brand information , value for me, good brand choice, consistence in service, less transaction time, rewards programs, properly settled complaints are the independent variables are statistically significant. These

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International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online) Volume 2, Number 1, Dec - Jan (2011), IAEME

factors have positive impact on customer loyalty and handles critical problem well, lowest price, need fulfillment, properly settled complaints are factors have negative impact on customer loyalty. 3. It is inferred that from the regression model on loyalty of air conditioner brands deliver on promises, good brand choice, consistence in service, lowest price, rewards programs are the independent variables are statistically significant. These factors have positive impact on customer loyalty and provide accurate brand information, value for me, handles critical problem well, less transaction time, need fulfillment, and properly settled complaints are factors have negative impact on customer loyalty. 4. It is inferred that from the regression model on loyalty deliver on promises, value for me, good brand choice, handles critical problem well, consistence in service, lowest price, less transaction time, need fulfillment, rewards programs are the independent variables are statistically significant. These factors have positive impact on customer loyalty and provide accurate brand information; properly settled complaints are factors have negative impact on customer satisfaction.

7.0

SUGGESTIONS

AND

RECOMMENDATIONS

TO

THE

MARKETERS
1. The marketers must consider taking measure to make consumer durable white goods customer more customers friendly. There being a strong association between satisfaction and loyalty, the decision makers must take advantages of this and try to strengthen the relationship between loyalty and retention too. 2. It is found that the CRM practices in the consumer durable white goods are still in its infancy, yet to get a firm foothold. Consequently, the impact of CRM on retention of customers is also weak. The industry has to move beyond the level of satisfaction and strive to create loyalty by adopting appropriate strategies like cross selling, up selling which will have a positive impact on retention 3. It is observed from the findings; customers are highly dissatisfied with loyalty programs of audio, washing machine and refrigerator brands. Audio brands marketers may concentrate more on improving loyalty programs like, buy back offers, promotional schemes, personalized greetings, reminder of spouse wedding days offer gifts. Washing

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International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online) Volume 2, Number 1, Dec - Jan (2011), IAEME

machine brands marketers may concentrate more on loyalty programs by special offers, new schemes. Air conditioner brands marketers may concentrate more on loyalty programs like, service enhancement by offering more number of years extended AMC.

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